Vani Gupta Dandia

Where does the most ad wastage happen when you run CPM/CPV optimised branding campaigns on YouTube or on any other branding platform (such as OTT)? For a pan India D2C e-commerce brand, in 8 out of 10 cases I have seen brands selecting the same demographic settings for paid branding campaigns (RnF) which they select for their performance campaigns (Purchase/Acquisition) and that becomes the biggest reason of ad wastage and a major reason of branding campaigns get failed to generate enough impact on top line. If you are a company which doesn't have humongous media budget (above 15-20 cr. per month), India is a vast country to run branding campaigns for pan India even if you can deliver your product pan India. If you select pan India or even top states from where you can get sales, you end up wasting 40-60% of your media budget. What needs to be done then? How the geos need to be selected? Let's understand it by an example: - Say you have Assam as the 12th highest contributor in terms of sales happening for your digital brand, and you will decide to include the whole Assam in your branding campaigns. - When you will do analysis at the end of the campaign, you would realise that 80% of your budget is spent in cities other than Guwahati while if you do the same analysis for your performance campaigns, you would realise 80% of your spend is happening in Guhawati. - If you try think from first principle of marketing, you would understand that branding campaigns were simply trying to create impressions and views for your creative which at fundamental level different than the performance campaign you have set on the same state. When brands graduate from performance to paid branding, brands forget to take care of this simple concept. The branding campaigns need to be planned at city level and not at state or country level. This phenomena is true even if you are selecting a very niche and relevant audience for branding campaigns. How to check if you are wasting money currently? - Simply compare the spend distribution of your branding campaigns (at city level) Vs. performance campaigns at city level and - map it with the cities contribution in your revenue and you would see the mismatch in pie chart for spends vs. revenue for branding campaigns. Note: This recommendation holds for digital first D2C brands trying to crack brand advertising with limited budget. If you are a mass brand such as Cadbury or Ariel, the approach will differ completely. Sharing a sample data of spends of branding campaigns across cities when run on Pan-India. I hope you can figure out what's wrong with it. #digitalbranding #paidbranding #brandingcampaigns

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Doing great work is about, making it easy for the clients, to be brave ! That in a nutshell, has been Ganapathy Balagopalan Credo ! Gans is the Deputy Chief Strategy Officer at Ogilvy Mumbai, the most Insightful yet unassuming Strategy head of a flamboyant agency. He has been the heart behind several passionate Client Agency relationships and a bedrock of trust. Because when you trust someone, it's easy to be brave. Hence, it's not surprising that his clients Cadbury/ Mondelez, ITC, Bajaj & Pidilite continue to churn out the boldest & the bravest work across the industry. My favourites were the iconic Ramesh Suresh of 5 Star, which have now been followed up with 'My counsins wedding' & 'The Do Nothing Academy' because in the Ai driven future we will all need to be trained to 'Do Nothing !' Given the great relationship that we have shared over the years, it no surprise that Gans was the first person I reached out to when the idea of writing a book first occured to me, during the pandemic. Hence, one stand out feature of 'The Practical Marketer' which has found appreciation across the several books reviews, that I have been privileged to receive, is my emphasis on 'Working with Partners'. I believe that Marketing is not an island that exists in isolation. Marketing is the glue that binds organisations. Hence, it's through great partnerships that highly effective yet game changing work emerges. 'The Practical Marketer' has chapter of navigating your relationship with Creative, Media & Digital Agencies but also with your Cross Functional Teams at office or partnering with the Insights & Sales Teams. The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing is now available on Amazon at https://amzn.in/d/946kPjm & at a Crosswords Bookstore near you. Ganpati, thanks again for being 'a partner in crime', a bouncing board, an ardent supporter & a great friend! #thepracticalmarketer #marketing #agency #advertizing #brands #education #partnerships #trust

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What is the process of Making Advertisements? Such an important topic, yet it isn't something you are likely to learn in B School. This is just one example of the many topics I cover in my book 'The Practical Marketer'. Thank you Dushyant Bhatt for sharing this fantastic conversation. The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing is available on Amazon at https://amzn.in/d/0zRbvnR or at Crosswords Bookstore near you. #thepracticalmarketer #advertizing #brands #marketing

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This is a classic example of what #Thematic communication should be about. No brand. No used cases. No functional benefits. Just one line bridges the brand and the concept. Ander say strong. I have always believed in the notion that a thematic should be around the positioning and not the brand. Bravo! Universal simple insight. Beautiful narration. Pure magic. #HindustanUnilever #DaughtersDay2024 #BetiBannKeAana #ClinicPlus #Advertising https://lnkd.in/dYeTuXkg

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When it comes to building a brand, we leave no routes unexplored. Literally! So, when we had the opportunity to brand-dissect Baby Brand Saffron, one of the most popular and distinguished Saffron brands in India, we were brimming with excitement, complete with tools and acumen.   The brand workshop, curated by Brandshaala, our very own initiative that has organized many such workshops for a variety of brands, was nothing less than an eye-opener. It introduced us to a slew of brand truths about Saffron as a category and the Baby Brand Saffron as one of the most significant players in the market. The workshop was a roaring success. Both from the agency's and the client’s perspective. It was so engaging and insightful that towards the end, it was tricky to decipher who’s the custodian of the brand’s values and who’s the gatekeeper of the agency’s interests.   We dove headfirst into all things that go into #brand building; we argued, we sparred, and we discussed till we were all speaking the same language. To say the least, here’s what Maanavi Chhabra & Avneesh Chhabra, the offspring of Baby Brand Saffron’s visionary proprietor, Mr. Harpreet Chhabra, have to share about our enlightening #workshop and our association. #Branding #Communication #BusinessGrowth #FamilyBusiness #Leadership #Entrepreneurship #BrandBuilding

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Do prebook your copy of The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing on Amazon in the *Freedom Sale* at https://amzn.in/d/3zYLVXJ #thepracticalmarketer

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I’m sure many of you have caught the Zomato vs Bitm ad issue. And I’m also sure many of you have seen Tamanna's ad for Indian. Well, some of you have been gleefully digging your elbows into my ribs, making all sorts of accusations. Allow me to do a little exercise with you. It will help you decide whether you should continue with your elbows or withdraw them. If you’re hinting at plagiarism, consider these angles: First off, I ought to have had an opportunity to see the original ad in question. For that to happen, the original would need to be visible to me and the general public. Because if something is kept inside your mind, book, folio, folder, drawer, computer, etc., there’s no way I could have seen the original. Agree? So here are a few questions you should ask: Was the supposed original ad known to people? As in, even on LinkedIn, have people seen the ad? If some of you have seen it, did you tell me or send me secret snapshots from 2005? Was it ever shared on this platform or any other platform that I’m part of? Was the ad real and legitimate, or was it just a layout? Was it ever released as an advertisement in the same size, shape, format, and medium? Is there a newspaper print copy available? Was it only part of someone’s physical portfolio? Did it just get discovered as part of the copywriter’s and art director’s portfolio? Was the portfolio ever uploaded to the net? Was it ever entered for any awards? Was it awarded? Did the award committee publish its thumbnails online? And was it available and visible on the net before this week? If the answer is No, then I should be in the clear. Take your elbows away. But if the answer is Yes, then I’m certainly guilty. Get me more elbows. Now, as far as the ad I did, here are some details: It was first released as a full-page newspaper ad on the 15th of August, 2023. I have also shared it here. It was complimented by many, reposted, and perhaps even downloaded. Plus, it won several awards across the year. And now, if you still want to keep yipping and nipping at my heels, then go ahead. #marketing #advertising #friday #copy #creative #bitm #banginthemiddle

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That one word you hear with every M&A is synergy. It basically claims that when two entities combine, the effect will be beyond a mere addition of numbers and rather a greater effect. We have seen M&A bets win and fail. From Sun Pharma acquiring Ranbaxy to Mankind Pharma acquiring BSV, Indian pharma sector has quite the record in M&As. Here we discuss the story of Hyderabad-based Gland Pharma. They acquired a European company named Cenexi which has caused more harm than good. Cenexi has hit the profitability of the consolidated entity making the road difficult for Gland Pharma. They are all set to welcome a new CEO in January. A lot of Gland's good days hang on turning Cenexi profitable. Story for The Morning Context Subscribe and read https://lnkd.in/dk2-U3Mw #gland #glandpharma #cenexi #china #india #cdmo #injectable

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Imagine a world where every brand doesn’t just sell but connects, where every ad, every campaign is woven into the fabric of sustainability. Today, sustainable marketing is not just a trend, it is an awakening, a call to reshape our impact on the world. For Indian brands, this shift is profound: it is about aligning business goals with values that support our planet, our communities, and our future generations. Why Sustainable Marketing Matters? In India, our stories reflect a reverence for nature, from ancient forests in folklore to rivers that symbolise life. This cultural legacy uniquely positions us to lead the global movement toward sustainable marketing. Consumers here, especially millennials and Gen Z, seek brands that echo their ethical values, asking not, “What do you sell?” but “What do you stand for?” Key Practices of Sustainable Marketing 1. Transparency & Authenticity: Brands must go beyond “greenwashing.” It is about honest conversations, disclosing sourcing, reducing waste, and ensuring ethical production. By sharing their sustainability journey, brands build trust with consumers who value integrity over perfection. 2. Reducing Carbon Footprint: As India faces climate challenges, reducing carbon emissions is vital. Small actions like sustainable packaging and digital-first campaigns resonate with eco-conscious consumers. 3. Community-Centric Campaigns: India thrives on community spirit. Supporting local artisans, fair-trade initiatives, and rural livelihoods is not just impactful, it is legacy-building. Brands uplifting local communities are building trust and supporting sustainable growth. 4. Circular Economy: Imagine products reborn through recycling. Circular marketing focuses on life-cycle management, whether it is recycling, trade-ins, or repairs. Brands promoting these efforts, from clothing to e-waste, are paving the way to a zero-waste future. Brands embracing sustainable marketing are not just telling stories, they are sharing legacies. By weaving in tales of artisans, of communities who thrive through ethical practices, and of nature’s resilience, brands deepen loyalty and positive impact. Consider Amul. It's more than a dairy brand, it’s a tale of farmers, ethical sourcing, and community empowerment, showing how purpose-led storytelling strengthens loyalty. For Indian brands, sustainable marketing is both a responsibility and a powerful differentiator. With each campaign, brands must ask, “How does this impact my community? How can it improve the planet?” This shift is not just eco-friendly, it is about building a narrative where profit and purpose co-exist. In a world where consumers are more discerning than ever, sustainable marketing offers brands a way to build genuine connections. India’s rich cultural heritage and innovative potential make it a beacon for change. Let’s redefine growth, not by profit speed, but by impact strength. A future where brands not only thrive but sustain!

Case closed? Not without a story worth telling! ✍️✨ Shivani Kamdar, the Creative Business Director at SoCheers, held a session for both our Mumbai & Bangalore teams on "How To Not Make It An Open & Shut CASE". She explored how to transform website case studies into compelling business narratives. From moving beyond just reporting to weaving storytelling into every detail, this session covered how to make every case study truly stand out. #SoCheers #Agency #LearningSession

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Getting a #free brand consultation is now easier than ever! #AddFunkMedia #letsAddFunk #creativity #startups #digitalmarketing #technology #innovation #management #marketing #futurism

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#AppointmentNews: Leo Burnett India elevates Vikram Pandey and Sachin Kamble to Chief Creative Officers Link in the comments Rajdeepak das Amitesh Rao Sachin Kamble Leo Burnett India #mediabrief #LeoBurnettIndia #VikramPandey #SachinKamble #CCO #appointment #leadership #media

Now-a-days, for every successful marketing strategy, influencer marketing has become an important part. Explore the impact of influencer marketing on PR strategies. Learn how influencers are reshaping brand communication and engagement tactics. Discover key insights to integrate influencers effectively into your PR campaigns. Read the Article Here: https://lnkd.in/gyMX2zwa . . . . #influencermarketing #prstrategies #brandcommunication #brands #digitalpr #digitalmarketing #socialmediainfluence #prinsights #influencerimpact #marketingstrategy #publicrelations #leaders #digitalinfluencers #prcampaigns #brandengagement #success #influencercollaboration #socialmediamarketing #marketingtactics #influencerrelations #contentmarketing #businessconnectindia

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LP 103 | OOH has surprised me as a medium that helps advertisers stand out in the digital advertising age. A recent Social Samosa article by Pranali Tawde highlighted the state of OOH advertising in India. Junaid Shaikh and Rupali Chavan shared some key points, while Chandan Mendiratta and Samyu Murali discussed their celebrated OOH campaigns. Brands have been attracted to OOH since dinosaur days due to its unique ability to reach consumers during their daily routines. It offers unparalleled visibility in physical spaces where digital distractions are minimal. Unlike the cluttered online advertising landscape, OOH provides a refreshing way for brands to cut through the noise. And DOOH is taking it to the next level with hyper-targeted advertising through advanced data segmentation and dynamic messaging. In the recent past, we've seen some incredible OOH campaigns like Swiggy's #WhyIsThisASwiggyAd made by Talented.Agency and AMAZON PRIME's Panchayat Lauki billboards created by Kulfi Collective, SoCheers, Initiative (IPG) and Trzy Innovationz. These not only boosted brand visibility but also sparked social and offline conversations. While the bigger agencies will undoubtedly explore this medium, indie agencies like mine won't be left behind. We're looking forward to 2025, ready to create unboring outdoor campaigns that blur the lines between traditional advertising and interactive, tech-driven storytelling. Motley is going OOOOOOOOOOOOHHHHH! #IndieAdAgencies #OOHAdvertising #MotleyIsUnboringAF #MeJasonMenezes

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Second round of Best and Worst of IPL advertising. I thought I was done with this but it seems this IPL there are lot more ads so the second round. Best Parle - the campaign is sheer genius. The way various parle products connect with totally relatable real life situations, is simply amazing. Kingfisher - move over Dream11. This campaign totally beats you hollow. Fabulous and so cheeky stories performed by top notch actors. How come they did not do such stellar acting in Dream11. Jio is Wi-Fi - when you have such a method actor like Ranbir Kapoor, there is no way the ad won’t be memorable. Puro salt - party conversation will never be the same again. No more banal chitchat at parties anymore. Given how food and ingredients and their impact has become trending topic, yes, Salt must be discussed. And safed namak is really so useless. Dalmia - you can’t go wrong when Ranveer Singh is in the ad and telling you what RCF is and how you can build your own Antilia. The ad even shows the design for the house. So the ones who thought RCF is Rashtriya Chemical & Fertilizers, expand your knowledge. Sorry no ads in worst category. RuPay comes close though. And yes. All of it is sarcasm! #saynotohashtag

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So powerful. Hats off to copy person.

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Advertising toothpaste without showing classic shiny white smile? Colgate India took a bold and unexpected approach that redefined how oral care messaging can stand out and resonate with audiences. 𝐓𝐡𝐞 𝐏𝐫𝐨𝐛𝐥𝐞𝐦: In a crowded oral care market, Colgate-Palmolive (India) Ltd faced difficulty differentiating itself. Traditional advertising often failed to highlight the importance of teeth nourishment, leaving a critical gap in consumer awareness. 𝐓𝐡𝐞 𝐒𝐨𝐥𝐮𝐭𝐢𝐨𝐧: Colgate challenged conventions with a disruptive campaign featuring a toothless grandmother as the unlikely face of oral care. Leveraging humor and relatability, the campaign underscored the value of nourishing teeth to prevent tooth loss, turning a neglected message into an engaging and memorable story. The result was a boost in awareness, stronger consumer engagement, and a distinct edge over competitors. 𝐓𝐡𝐞 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲: Colgate’s "toothless granny" campaign is a testament to the impact of unconventional storytelling. By breaking away from norms, the brand delivered a meaningful message in a way that was both surprising and relatable, proving that creative disruption can make even traditional categories stand out. This campaign entry video is also so well done! The music is especially catchy and sets the perfect tone. Enjoy watching!

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