MAM
Video delivers highest ROI: Octane online marketing report
NEW DELHI: Spending on video content to reach consumers during the lockdown period yielded the highest return on investment, stated the Digital 2021: Adapting to the New Normal report by Octane Research and DMAasia.
Octane Research engaged with over 250 of India’s leading chief marketing officers (CMOs) and leaders as part of its research study to gain first-hand insights and perspective on outflanking the impact of the Covid2019 pandemic.
As many as 62 per cent of CMOs in India said that spends on video for consumer outreach delivered the highest return on investment.
"The digital industry and streaming video players like Netflix, Amazon, Facebook, YouTube and others decided to temporary default their video quality to SD. This initiative was in consumer interest to ensure better access to the internet by maintaining the robustness of cellular networks," said the Octane's annual state of online marketing report published on its 10th anniversary.
The report said video continues to be the most stimulating type of content for the consumer, as well as offering maximum engagement.
Marketers said that video along with live-streaming gave their brands the maximum amount of customer engagement, only social media had more. It was also noted that blogs and email campaigns have continued to be among the top five channels for customer engagement. Promotion and updates through the use of traditional SMS are also among the top five.
"Content marketing in India has finally found its place as a separate line item on the marketers’ budgets. Online is driven through effective content management practices and we anticipate a surge in this area for the 2021 Annual. Engaging new audiences emerge as the no. 1 area of opportunity for India brands," it said.
Video continues to be the most stimulating type of content for the consumer. It continues to offer a solid ROI (return on investment), as 61.8 per cent of our responders deploy content marketing strategies within the videos and webinars.
“With the movement of people severely limited during the lockdown and even after that, companies swiftly adopted digital mode to reach out to a wider section of people, the evidence suggests that the strategy worked,” said Octane Research chief research officer Punit Modhgil.
About 51 per cent of the CMOs interviewed admitted having leveraged branded pages, microsites and social media handles for marketing promotions and consumer engagement. Promotional microsites allow consumers to have a quick, focused journey based on their immediate need, rather than dispersing their attention. They are also cost-effective in increasing a consumer’s engagement by promoting brand-specific content.
CMOs in India also leveraged their brand’s social media handles to actively reach out and engage with their followers. They used their Instagram and Twitter handles to showcase emerging creative talent —and commissioned select creative work to help tell the brand story. The brand Converse ran a campaign on new ways to create progress together with consumers.
2020 is the year influencer marketing became mainstream with marketers in India and a majority of them plan to invest in 2021 in influencer marketing programs because of its high impact in driving awareness and engaging consumers. Celebrities regularly conducted Instagram Live sessions to engage their followers. In addition, a number of BFSI (banking, financial services and insurance) and e-wallet brands utilised influencers to inform consumers on how their services were relevant during the lockdown. An overwhelming 88 per cent of the participants said they would be trying influencer marketing in the next 12 months as "consumers trust what influencers say about brands far more than what brands say about themselves in their advertising.”
As regards emailers and newsletters, 43 per cent of India CMOs participating in the study ranked email third in terms of impact and return on investment generated. According to Campaign Monitor, open rates for email increased by 16 per cent in March and email sends increased by 19 per cent.
33 per cent of CMOs feel they would be running seasonal campaigns on loyalty programmes and an almost equal number vouched for such initiatives in the short-term.
MAM
Paras Health launches #ProudWomenOfIndia campaign
Over 500 women share inspiring stories of courage and resilience.
MUMBAI: Paras Health just turned Women’s Day into a mic-drop moment because when real women step up to share their stories, even the hospital starts applauding. Paras Health has launched #ProudWomenOfIndia, a powerful Women’s Day 2026 campaign celebrating women who chose themselves and took bold steps to shape their lives while inspiring others. The initiative invited women across India to share defining moments changing careers, stepping away from limiting situations, prioritising health, starting anew or standing up for themselves through a digital form and social media.
Over 500 women from diverse backgrounds doctors, teachers, entrepreneurs, social workers and professionals participated, sharing deeply personal journeys of resilience and transformation. Many highlighted how their choices not only changed their own paths but uplifted families and communities.
Key stories include Keya Sen from Patna, who rebuilt her life after losing her father days before her wedding and her husband while raising a young son. From corporate roles to a tea cart business and baking during the pandemic, her reinvention shows how adversity can fuel opportunity. Jatinder Pal Kaur from the Tricity region stepped away from business due to health issues, pivoting to social work and NGO collaborations to drive community change.
The campaign kicked off with “The Way She Thinks” at Fabindia’s Vasant Kunj centre, where Dr Kanchan Kaur (senior director, Breast Cancer, Medanta Gurugram) spoke on early breast cancer detection. Awareness cards with QR codes linking to doctor-led videos were distributed, and outreach will extend to Fabindia’s artisan communities.
Activations across Paras Health units include health camps, talks, storytelling sessions and felicitation ceremonies honouring women whose journeys reflect courage and impact.
Paras Health GCOO Vineet Aggarwal said, “Women play a crucial role in shaping families, communities, and the nation. Through #ProudWomenOfIndia, we wanted to create a platform where women can share their inspiring journeys and celebrate the moments when they chose themselves.”
In a world quick to celebrate women once a year, Paras Health quietly reminds us that the real tribute is listening every day because when women’s stories are heard, the whole country grows stronger, one brave step at a time.
