TUESDAY, OCTOBER 10, 2017 W W W. F I N A N C I A L E X P R E S S . C O M Triton bags SAMCO Securities Online discount broker agency SAMCO Securities has appointed Triton Communications as its creative and digital partner. ALTBalaji picks Lodestar UM ALTBalaji has appointed Lodestar UM as its media agency.The mandate includes media investment across print, television,online,OOH and radio. Changes in India TV’s editoral team India TV has elevated senior executive editor Piyush Padmakar as managing editor — news; assistant managing editor Anita Sharma has been appointed as managing editor — news operations while Amrendra Pratap Singh has been elevated to managing editor. Discovery ropes in former Spatial CEO Discovery Communications India has appointed former Spatial Access CEO Geetanjali Bhattacharji as head of brand partnerships and content integration. PC Jewellers has signed on star couple Twinkle Khanna and Akshay Kumar as brand ambassadors On the beat As consumers adopt digital streaming as a medium for music consumption, the market is seeing the entry of newer contenders,in addition to established players like Saregama, Gaana, Hungama, Saavn, etc. Recently, ticketing company BookMyShow launched its music service — Jukebox. “During our research and consumer studies, we realised that we can play a significant role in this (audio entertainment) space,” says Aditya Kuber, associate VP — audio entertainment, BookMyShow. 22.09 2020 25.4 19.04 2019 2021 16.27 2018 As mobile data gets cheaper and digital infrastructure undergoes an overhaul in India, digital music streaming services are investing in exclusive content to stand out 14.03 Behaviour and consumption (in %) 40 30 20 10 Source: KPMG in India’s analysis and estimates, 2017 Monetisation: a grey area? ACCORDINGTOTHE Recording Industry Association of America, the first half of 2017 saw music sales soar to $4bn in the US,the world’s largest music market.This is a jump from an 8% rise a year ago to a 17% jump thisyearwith music streaming services like Spotify,Apple Music, among others playing a massive role.Closerhome, India has seen tremendous growth in music streaming services like Apple Music, Gaana,Saavn,Wynk,Hungama,etc where subscribers are willing to pay monthly or yearly subscriptions for unlimited access to music from across the world. Keeping aside the factors of pirated music orvideo interface or user friendliness of the platforms likeYouTube (you cannot listen app/website, buffering speed and so on. to music in the background till date),more Hence it is important to constantly uppeople are signing up formusic streaming grade the interface and provide a seamless apps because theyenable them to connect experience to users. globally with upcoming Music streaming apps and new music. also generate revenue via While the industry is brands and artists that growingwith more people want to push theirwork or signing up to music their message through streaming apps, we also these platforms. They can need to understand the agree to pay a certain sustainability and scalaamount to push their latIN PERSPECTIVE bility of keeping these est hits. For example, Bacplatforms afloat. One of ardi can promote its conthe largest channels for tent by being featured on these platforms to make money is, natu- the playlistwhen the useropens the app or rally,through subscription.Users are most an artist can book a space to be featured in likely to continue using these platforms a prominent area. based on factors like sound quality, user Another stream of revenue is from ad- LAVIN PUNJABI International F IFTEEN YEARS AGO, if one looked at the music industry, one could have inferred that record labels were dying a slow death and piracy was the final nail in revenue’s coffin.However,the rise of music streaming apps, globally and in India,has revived the industry and is eventually helping growth both in terms of size and revenue. In a countrylike Indiawhere music is inherently part and parcel of one’s daily life and with platforms enabling one to hear as well aswatch songs across genres,the music industryis expected to growto `2,540 crore by 2021 from an estimated `1,220 crore in 2016 at a CAGR of 15.8%, as per the FICCIKPMG Media and Entertainment Industry Report 2017.Thereportgoesontohighlight that digital music now generates an estimated revenue of over 70% of the overall size of the music industry while synchronisation, performance rights and physical channels contribute to the remaining share. The Indian music industrycontinues to shift towards digital consumption.According to a 2014 report by Nielsen,27% of the population around the globe discovers new music from music streaming apps and is growing by7% annually; thanks to the ease of tuning into the music from around the world while on-the-go. In 2016,India had surpassed the US as the second largest smartphone market with 220 million active users,according to a Counterpoint Research report. “Wider smartphone coverage, cheap data plans and the proliferation of streaming service providers such as Gaana and Saavn have driven growth.The reach of the digital medium has also prompted large music labels such as Saregama to move into this segment,” points out Swarnava Adikhary,senior economies and consumer analyst,Euromonitor International. What also helps is that many music streaming services in India are run by local telecom and internet companies; for instance,Reliance Jio has Jio Music,or there’s Wynk Music by Bharti Airtel and Gaana by Times Internet. Click M for Music 2017 ‘Music and the music business are two different things’— Erykah Badu. India’s Music Market (` bn) Others BBC News is upping its investment and expanding in India with the launch of news services in four Indian languages — Gujarati, Marathi,Punjabi and Telugu — and relaunching a nightlyTV news bulletin in Hindi,BBC Duniya,on India News. @expressindia.com Ranjivjit Singh on Samsung India’s Make for India philosophy, its rivalry with iPhone and Chinese players, and more ‘MAKE FOR INDIA IS SAMSUNG’S EDGE’ Bollywood BBC News expands in local languages MEGHNA.SHARMA FACE OFF P3 12.2 Kartik Iyer has been elevated to president, media brands and Amplifi while Rajni Menon and Joydeep Raha take over as CEO of Carat and Carat Context, respectively. Himanka Das will be taking over as CEO of Vizeum following Shripad Kulkarni’s exit at the end of this year. B R A N D WA G O N 2016 Leadership rejig at Dentsu F E Regional Royal Enfield has brought DDB Mudra on board for handling creative duties of its forthcoming project.The agency’s Delhi office will handle the account. FA C E B O O K : Set Wet’s new ad positions hair gel as a cool product, but with a strategic twist WILL SOCIAL SELLING EMERGE AS THE DOMINANT SALES CHANNEL, RUMINATES DENAVE’S SNEHASHISH BHATTACHARJEE Royal Enfield picks DDB Mudra @ F E B R A N D WA G O N REVIEW CORNER P3 BLOGGER’S PARK P2 IN THE NEWS T W I T T E R : vertisements.This route has immense potential to drive revenue as long as there is more focus on making ads that are interactive and snackable. Considering that a large amount of usage happens through mobile phones,ads can become more mobile-friendlyand immersive forthe userto enjoy the process. There are other alternatives to monetise the apps like native audio ads that appear between two music tracks while a user is listening to songs or through selling data to brands and advertisers to make contextualised third-party ads. These avenues, if explored aggressively, can help digital streaming platforms monetise on their existing subscriber base. The author is CEO and co-founder,mCanvas ■ Continued on Page 2 Washing away the stereotypes Laundry/detergent brands, much like other segments, are increasingly challenging and subverting the archetypal gender stance in their ads, reflective of an evolving society SHINMIN.BALI @expressindia.com EARLIER THIS YEAR, United Kingdom’s Advertising Standards Authority (ASA), in a bid to push the advertising and brand community to opt for gender accurate portrayal of sexes in ads, banned gender stereotyping in brand communication. In an official statement, Guy Parker, CEO, ASA,shared,“While advertising is only one of the many factors that contribute to unequal gender outcomes, tougher advertising standards can play an important role in tackling inequalities and improving outcomes for individuals, the economy and society as a whole.” Closer home in India too, certain categories have long been pitched to the women of the house, vying for the attention of the bhabhiji and deviji as societal norms dictated. Changing times, however, present opportunities where brands can start a conversation and either reflect the progressive side of societyorbe the catalyst of such a conversation,and go beyond aiming solutions solely at women. What has been seen post Ariel’s #ShareTheLoad campaign is a testament to that. From garnering global attention, attracting awards and starting a conversation in the Indian consumer segment, it has opened up the road for a debate. Another brand in the laundry space that has opted for challenging traditional gender roles exercised in most Indian homes is Lloyd,with an ad for its Unisex Washing Machine. “The idea is to not make laundry a woman’s-only job,” explains Amit Tiwari, vice president — marketing, Havells India, Lloyd’s parent company.“Typically,the purchase decision is made byfemales but share of wallet comes from males with the eventual usage of product falling on females. The intention was to bring males into the conversation. The campaign created curiosity about the product among men.” To push the concept forward, Lloyd conducted activations with in-store demos showing consumers how the task of doing laundry can be divided between family members. “From a marketing standpoint, we are trying to create extra audiences for us,” he adds. For washing machines,Lloyd’s consumers fall between the 25-44 year age group belonging to SEC A and B in tier II and tier III cities. It is a concept that the brand continues with and is willing to carry further into its future strategy as well. Havells is known for its gender inclusive advertising. A gradual shift in thought at the consumer level is also helping in creating an environment for brands to attempt such conversations.Harish Bijoor,brand consultant and founder, Harish Bijoor Consults Inc shares three levels of consumers such advertising resonateswith.One is menwho are actuallyusingwashing machines themselves. Two, even if men aren’t, in progressive familieswomen are teaching theirchildren to use awashing machine.In the third scenario,thewoman is still using thewashing machine but she vicariously wants the husband to start using the machine aswell. “Since these three movements prevail, advertising which twists the gender roles is beneficial to the marketers because it engages all three segments,”he says. ■ Continued on Page 2
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