Mediaboss Marketing

As many as 11 partners from 2022 have continued their association with the team

by exchange4media Staff Published - Mar 16, 2023 12:37 PM | 2 min read

Gujarat Titans have signed 26 partners ahead of the Tata Indian Premier League (IPL) 2023.

As many as 11 partners from 2022 have continued their association with Gujarat Titans and 15 more have signed up this year.

Gujarat Titans have retained the same partners on the playing jersey for two years running. Ather is the Principal Partners as a part of a multi-year deal. BKT Tires and Capri Global maintain their presence on the torso of the jersey as Associate Partners.

The other Associate Partners include Jio, one of Indias leading telecom-company, pipe manufacturers Astral and Simpolo Ceramics - taking their respective spots on the shoulders of the jersey.

ACKO, have continued their association with Gujarat Titans and their logo will be visible on the headgear alongside, Equitas, a small finance bank.

Timex, a legacy brand for watches, will feature on the trousers of the Gujarat Titans kit along with solar panels manufacturer Rayzon Solar.

Dream11 and boAt have continued as Official Partners. Ahead of the 2023 season, Gujarat Titans have welcomed as many as six new Official Partners. Bisleri have signed up as the Beverage Partner. Havmor are the Ice Cream Partner. Croma have joined hands as the Electronics Partner. Jio Cinema will present the viewers an insider account of Gujarat Titans campaign in 2023. Nestle Munch are the Chocolate Partners while Rario have come on board as an NFT Partner.

Gujarat Titans have four Merchandise Partners this year. EM and Fancode continue their association for another season. Gujarat Titans have signed up HRX to present the fans an athleisure collection. In addition, Cybeart will present fans with options for gaming chairs.

Radio One, Radio City and Top FM have signed as the Radio Partners. HCG are the Medical Partners for the Gujarat Titans.

Gujarat Titans innovative approach to signing partnerships reflects our values on and off the field. We are grateful to the 11 partners who have continued their association and support. It is a matter of great pride for us that the jersey remains unchanged from last year. We also welcome 15 new partners on board and look forward to a long and fruitful association with each one of our partners, said Arvinder Singh, COO Gujarat Titans.

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Gujarat Titans signs 26 partners ahead of Tata IPL 2023 - Exchange4Media

The Indian pen manufacturer has teamed up with the German brand for a new portfolio of innovative writing instruments

by exchange4media Staff Published - Mar 17, 2023 12:45 PM | 3 min read

Luxor has announced its exclusive partnership with Schneider Pen, Germany to launch a new portfolio of innovative and high-performance writing instruments in India.Schneider Pen, based in Germany is a global leader with 85 years of excellence in writing technology, widely recognized for its product quality and design as well as its commitment to sustainable development in all its business practices. The strategic partnership brings together Luxors brand equity, manufacturing capability, distribution strength and deep understanding of the Indian market, and Schneiders technological expertise and world-class product range.

Luxor and Schneider Pen also announced their first launch together Luxor Schneider LXMAX, a pen in the liquid-ink system category, one of the fastest growing and most popular segments in the Indian writing instruments industry. Luxor, LXMAX comes equipped with German technology, water-proof ink, consistent ink-flow and is designed to deliver maximum smoothness, writing length and clarity for todays consumers. The Luxor Schneider LXMAX is a refillable pen, affordably priced at Rs.60 per pen and will be available in 4 colours blue, black, red and green. The new brand is targeted towards all users regardless of age and profession, and is expected to be especially useful for students who seek pens with consistent and reliable performance combined with great value-for-money.

On this significant occasion,Luxor announced it has onboarded youth icon and sports legend, Virat Kohli as its new brand ambassador.Virat, recognized as one of the all-time cricket greats and known for his record-breaking performances, will be the face of Luxor across its stationery range. The association is expected to strengthen Luxors appeal among young writers and fortify its position as the provider of high-performance writing instruments in the country.

Speaking on the developments,Pooja Jain Gupta, Managing Director, Luxor Writing Instruments Pvt. Ltd.said, We are elated to partner with Schneider Pens for our upcoming portfolio of products. This is a significant milestone in our growth journey and in line with our continued endeavor to bring world-class products to Indian consumers. Schneider is renowned for its engineering and design superiority, and we look forward to jointly creating best-in-class writing instruments for the Indian market through our partnership. Further, our association with youth icon and cricket legend Virat Kohli as the new face of Luxor epitomizes our shared commitment to the highest standards of performance and excellence. With this association, we also look forward to encouraging todays youth to express themselves through the power of writing and bring change in the world.

On the occasion,Christian Schneider, Managing Director, Schneider Pen, said, We see India as an emerging market with immense potential and are excited to partner with Luxor, an established leader of the Indian writing industry. We look forward to leveraging our exclusive partnership with Luxor to bring the best of German engineering and design to India through multiple products that we aim to launch together in the coming future.

On the new association,noted cricketer Virat Kohli saidIm excited to be part of the Luxor family and launch their new range of writing instruments. Ive been using Luxor products for a long time and it's great to know that it continues to be a pioneer in the industry. The new Luxor-Schneider range brings the best of German engineering to deliver the finest writing performance.

The Luxor-Schneider range of products is expected to hit the market soon. Through this partnership, Luxor and Schneider aim to use their combined expertise and experience to script a new chapter in the Indian writing industry.

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Richard Frankel, Global Creative Director, Spotify and Arjun Kolady, Head of Sales, Spotify India, spoke to e4m about the challenges and expansion plans of the Swedish audio streaming giant in India

by Kanchan Srivastava Published - Mar 17, 2023 8:39 AM | 5 min read

After four years of its journey in India, the music streaming platform Spotifydecided to scale up its operations and ad business in one of the most significant markets of the world by taking the fast-track Indian Premier League (IPL) route.

Very interesting creative solutions and innovations are lined up to excite listeners as well as brands during IPL, Arjun Kolady, Head of Sales of the Swedish streaming giant told e4m, when asked about Spotifys IPL offerings. He didnt disclose details of these offerings though.

Richard Frankel, the Global Creative Director of the company was in India last month as Spotify India celebrated its fourth anniversary. He shared the company-funded study Sonic Science 2.0 which claimed that audio is one of the most effective media when it comes to recall value. The study also found that the ads have 19% higher Brand Impact on Spotify compared to all other media.

Spotify, which is skewed towards Gen Z, claims it currently works with over 300 brands including Visa, Samsung, OnePlus, Amazon and Mondelez.

As internet access, smartphone usage and online transactions are on a rise in India, Spotify sees a huge opportunity for its growth. The company hopes to double its transacting users in India by 2030 from the current 350 million to 700 million.

Over 40% of Spotify users are premium members who drive most of its business. However, the premium membership is not growing at the same rate as it was in the last few years due to economic constraints.

To acquire more young consumers especially those from Bharat, Spotify has recently launched UPI for recurring subscriptions and free trials. Previously, only users who had a debit or credit card, were able to access a free trial.

Spotify has recently announced new features for creators and fans.

Frankel and Kolady shared insights into the companys India journey, their expansion plans and challenges.

On challenges

Arjun: It has been a fantastic journey to market leadership in India, over the last 4 years.

On the ad side, we have worked with over 300 brands, which includes Media and entertainment brands, FMCG companies, tech firms and device manufacturers, fintech and travel aggregators. We won several awards, grew the team, and built strong alliances with our clients and agency partners.

But, there is still so much to do. Digital audio advertising is still an emerging space, and as market leaders, our responsibility only increases to help the ecosystem move forward. We will continue to double down on evangelisation, education, and inspiration in audio.

Richard: Being the largest audio streaming service isnt an entitlement. It is a reward! And its one that has to be earned every single day. We have to stay focused on making sure each one of our listeners in India feels that we are their trusted and capable audio companion as they use our platform to soundtrack their lives. When we stay focused on music fans and on audio consumers more generally we are able to build for the moments and moods and mindsets that animate their lives.

On expansion

Arjun: We want to take audio to its rightful place in the media landscape, especially given the fact that time spent on audio is more than video streaming, gaming, news, etc. We are growing our team to cover the market beyond our primary verticals of media, tech, and FMCG, and we will bring more advanced measurement and creative solutions to India this year.

And finally, we want to continue to help drive innovation and accountability through programmatic and automation.

Richard: This is an awesome and wide-open question so I am not sure if this answer addresses the exact territory you are asking about but it got me thinking about growth and how we have managed it and a few things are still core to that. First is to always try to be as relevant locally as you are globally.

We sometimes slow our market expansion to make sure that we are able to launch with repertoire and languages that are expected in every market. We also like to spend as much time as we can building audiences and listener loyalty before asking advertisers to participate in those listener interactions. Its more than just a matter of achieving scale. Managing expansion with these concepts in place creates more trust and more brand love and longer-lasting opportunities for all of our partners.

On IPL offerings

Arjun: The excitement around IPL is building up and we are helping our partners understand how best to leverage Spotify as a part of their media mix.

While the actual viewing of the matches will not happen on Spotify, we own the build up to the match and when the celebrations after the match - across phones, smart TVs, car, watch, gaming consoles and home speakers.

Last year we saw a 113% increase on cricket related streams on Spotify during the tournament. As per GWI, 77% of Spotify free users are cricket fans, and 67% follow the IPL. Not only that, 22% of cricket fans on Spotify have participated in fantasy sports, and 71% of cricket fans on Spotify, use digital payments.

We have some very interesting creative solutions and innovations that we have lined up that will excite our listeners as well as brands during the tournament.

On innovations

Richard: Spotify is currently working on an AI-enabled DJ, which would be a personalized AI assistant that would play music as per your choice. We are also working on NFT-enabled playlists. However, Indian users will have to wait for these innovations.

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'Spotify has lined up interesting innovations to excite listeners and brands during IPL' - Exchange4Media

When it comes to marketing, many likely most companies are going digital.

"Businesses want to meet customers where they are, and that's often online," says Margaret Lilani, vice president of talent solutions at freelancer platform Upwork. As a result, she says, for anyone looking for freelance work or a side hustle, digital marketing skills "are going to be highly sought after."

These include social media marketing, email marketing and lead generation. They also include search engine optimization, or SEO. Experts on Upwork offering this type of marketing charge as much as $125 per hour.

Here's what SEO is, exactly, and how to get started.

Search engine optimization is the process of ensuring your website gets picked up in organic searches, say, if someone is looking for the kind of products you sell or the kind of content you cover. Imagine doing a search for French fries, snowboarding or Donna Summer on Google. SEO helps sites show up closer to the top of the list Google shows you that aren't ads.

Experts in search engines like Google and Bing study tactics to ensure the platform considers your site a go-to on whatever you're offering. They'll make sure it includes relevant keywords, links and content, among other tactics.

"Search engine optimization is paramount if you want to be found when people are doing online searches," says Yolanda Owens, career expert at The Muse, adding that it's "increasingly becoming more and more valuable." And employers are on the hunt for experts in the field.

A search for SEO jobs on ZipRecruiter results in more than 14,000 open roles, both part and full-time.

How does one become an expert in SEO? There are various courses and certifications available online, including from search engines like Google itself. Colleges and universities offer courses as well. These range from free to as much as $1,000 each, so do your research before signing up to make sure you're taking the best course for you.

Once you've learned the basics, the best way to build that knowledge base is by getting some on-the-ground experience. Create profiles on sites like Fiverr and Upwork and start picking up gigs on sites like ZipRecruiter, LinkedIn and Monster. The more experience you accrue, the more valuable you'll become as an expert and the more you'll ultimately be able to charge.

As long as search engines are a key way in which people find what they're looking for, the skill likely won't go away. "You spend all this time and all this money building your site," says Lilani of companies' attitudes, "if nobody can find it, again, why did you do that?"

Check out:

The 7 most in-demand tech skills for freelancersmany pay more than $125 an hour

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This marketing skill is in high demandand can pay as much as $125/hour

IPL 2023 on connected TV: An irresistible proposition for viewers as well as advertisers  Exchange4Media

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IPL 2023 on connected TV: An irresistible proposition for viewers as well as advertisers - Exchange4Media