Latest news with #Goafest2025
Time of India
24-05-2025
- Business
- Time of India
Goafest 2025: Without real views, digital advertising loses its business impact, Tejas Apte
HighlightsTejas Apte, head of media and digital marketing at Hindustan Unilever, emphasized the urgent need for a trustworthy media ecosystem to combat the pervasive issue of fake impressions and fraudulent practices in digital advertising. The Indian Society of Advertisers launched the Media Charter, which focuses on four key pillars: Brand Safety, Viewability, Fraud Prevention, and the Ethical Use of First-Party Data, to address challenges in the digital advertising landscape. Apte highlighted the critical role of long-term partnerships with agencies, such as GroupM, in driving innovation and success within Hindustan Unilever, while acknowledging the impact of automation and in-housing agency functions. Tejas Apte , head of media and digital marketing at Hindustan Unilever (HUL) and chair of the Indian Society of Advertisers (ISA)'s Media forum, emphasised the critical need for a more robust and trustworthy media ecosystem, particularly in the digital realm. Speaking at Goafest 2025 on day 3, Apte highlighted that the pervasive issue of "fakes" – fake views, fake news, and fraudulent impressions – poses a significant threat to business effectiveness and the long-term health of the digital advertising industry. Apte articulated that the primary concern stemming from these "fakes" is the diminished effectiveness of advertising campaigns. He also shared that up to 30 percent of digital impressions may be fake or non-human, leading to major business inefficiencies. "The real loss here is that you invested a certain amount in the media. In the old days of television and print, the ad would physically appear in front of a real consumer. Today, with digital advertising, there's no guarantee the ad actually reaches a real person. If it doesn't, it can't have a tangible impact on the business. Ultimately, it's the digital ecosystem that suffers." He further pointed out that the predominantly ad-funded nature of digital media, in contrast to the more balanced subscription and advertising models of legacy mediums, makes it imperative to ensure brand safety and eliminate fraudulent impressions. "If all of your digital is going to be advertising driven, then making it safe for consumers, getting rid of any and every fake impression of a consumer is essential for the health of digital as a medium," Apte asserted. To address these pressing challenges, the ISA, in collaboration with various industry stakeholders, launched the Media Charter, built on four key pillars. The first is Brand Safety, which ensures that advertisements appear alongside content that is safe for both consumers and brands. The second is Viewability, aimed at guaranteeing that ad impressions are genuinely seen by consumers and not lost to hidden placements or fraud. Fraud Prevention forms the third pillar, targeting deceptive practices such as "ad buffering" that artificially inflate impression counts. Lastly, the charter emphasises the Ethical Use of First-Party Data, advocating for transparent, consent-driven collection and responsible utilization of consumer data. Apte also acknowledged the ongoing work on a fifth pillar: cross-media measurement, recognising the evolving landscape where TV and digital increasingly coexist. A significant aspect of the ISA Media Charter 's success, according to Apte, lies in its collaborative development. The playbooks accompanying the charter were co-created with major players like Google, Meta, DoubleVerify, and others, fostering a shared understanding of industry standards and advertiser expectations. This collaboration helps bridge the gap between input metrics provided by platforms and the business outcomes advertisers seek. Regarding the evolving relationship between advertisers and agencies, Apte underscored the critical role of agencies in HUL's success. He shared an example of GroupM and HUL which has been working for around 28 years. He emphasised the importance of long-term partnerships built on trust and the ability to constructively challenge agencies to innovate. "The service which is offered right now may not hold six months, two years, five years down the line," he remarked, referring to the impact of automation and AI. On the growing trend of in-housing agency functions, Apte acknowledged different degrees of implementation across clients. He highlighted the upsides, including easier data flow, improved business decision-making, and greater control over automated work. However, he maintained that core creative ideas and strategic media planning brilliance will continue to reside with agencies. "The big creative idea will still come from the creative person. The right inputs on the media plan will also come from the media planner." Apte also addressed the raids conducted by the Competition Commission of India (CCI) in March on several media agencies and industry bodies, including the ISA. While avoiding speculation due to the ongoing nature of the investigation and the lack of public information about its origins, he noted, 'Nobody knows what triggered it or what exactly is being investigated. There's still nothing in the public domain that clarifies the reasons behind the raids or the direction of the investigation.' Measuring the success of the ISA Media Charter, Apte stated, will involve observing a decline in overall ad fraud and an increase in brand safety across the industry, particularly among smaller advertisers. He also expressed optimism for progress on cross-media measurement in the near future. Within HUL, Apte noted that the co-creation process of the charter led to the discovery of new partners and ideas, particularly in areas like brand safety and ethical first-party data collection, ultimately contributing to improved media quality for the organization.
Hans India
23-05-2025
- Entertainment
- Hans India
Reimagining brand storytelling: Amazon MX Player champions ‘Content Marketing 2.0' at Goafest 2025
In a powerful showcase of how streaming is transforming brand narratives, Amazon MX Player took center stage at Goafest 2025 with a thought-provoking masterclass titled 'Content Marketing 2.0'. Led by Amogh Dusad, Director & Head of Content at Amazon MX Player, the session dissected the evolution of content marketing in a world increasingly driven by digital immersion and viewer autonomy. Amogh delivered a compelling exploration of what's next for brands in the streaming era, challenging traditional ad formats and spotlighting the rise of intentional, content-driven engagement. With OTT platforms now reaching over 83% of India's connected audience, and 72% of viewers skipping conventional ads, Dusad made a persuasive argument for moving beyond the 20-second pitch to create deeper, more narrative-rich brand experiences. 'In an era of choice, viewers gravitate toward content that feels relevant, real, and reflective of their lives,' said Amogh. 'At Amazon MX Player, our content strategy is anchored in cultural authenticity and audience insight, which makes us a natural partner for brands looking to resonate in meaningful ways.' The session offered a behind-the-scenes look into how Amazon MX Player builds its diverse slate — blending storytelling with sociology. From gritty tales of real-life resilience in Physics Wallah and Rakshak: India's Braves, to youthful narratives like Campus Diaries and Gutar Gu, the platform curates content with emotional and societal depth. Shows like Jamnapaar and Hustlers further emphasize themes of progress, identity, and aspiration — all fertile ground for authentic brand messaging. Attendees were also treated to an exclusive preview of Rise & Fall, an upcoming reality series hosted by Ashneer Grover. Described as a fusion of survival grit and societal critique, the show signals Amazon MX Player's next step in creating brand-integrated, genre-pushing content experiences. With its dynamic format, Rise & Fall offers advertisers a new playground for curated, high-impact storytelling moments. Amogh emphasized that the future lies in symbiotic partnerships, where brand objectives align organically with viewer expectations. 'When content and commerce converge with purpose, brands don't just get visibility—they gain memorability,' he noted. 'We've seen how thoughtful integrations across our originals amplify both viewer engagement and campaign performance.' The masterclass reaffirmed Amazon MX Player's positioning not just as a content platform, but as a strategic partner for marketers navigating India's digital-first consumer landscape. With Content Marketing 2.0, the platform is paving a path where brand messages are not just seen—they're felt.
Time of India
22-05-2025
- Business
- Time of India
Goafest 2025: AI moves beyond tech to empower every team
HighlightsThe panel discussion on 'From Code To Commerce: Growth in the AI Age' showcased how Artificial Intelligence is transforming business operations, featuring insights from industry leaders like Arjun Choudhary, Vice President of Swiggy, and Tejas Apte, Head of Media and Digital Marketing at Hindustan Unilever. Pragya Bijalwan, Chief Marketing Officer at Voltas, highlighted AI's role in personalizing consumer experiences and driving predictive maintenance, emphasizing its impact on energy efficiency in India's cost-conscious market. Sanket Prakash Tulangekar, Director of MakeMyTrip, discussed the advancements of their AI assistant, Myra, which enhances user experience through conversational interfaces and multi-agent orchestration, making travel planning more seamless. The sun-kissed shores of Goa once again played host to the brightest minds in advertising and business as Goafest 2025 kicked off its exhilarating Day 2. Attendees, still buzzing from the previous evening's festivities, were treated to a soulful start with a captivating live performance by the renowned Indian singer and composer Raghav Sachar, whose melodies set a harmonious tone for the day. But the real symphony began with the day's inaugural session—From Code To Commerce: Growth in the AI Age. This high-energy panel discussion dove headfirst into the very heart of the global business revolution: Artificial Intelligence. Moderated by independent journalist and producer Anuradha SenGupta, the session brought together industry leaders including Arjun Choudhary, vice president, Swiggy , Sanket Prakash Tulangekar, director, MakeMyTrip, Tejas Apte, head of media and digital marketing at Hindustan Unilever (HUL) and Pragya Bijalwan, chief marketing officer at Voltas. From the quiet hum of back-end analytics to the vibrant roar of consumer engagement, these top executives illuminated how AI is no longer a futuristic concept but a tangible, transformative force actively reshaping their operations and redefining the very fabric of commerce in India. 'In the HVAC space, AI has changed how consumers interact with appliances,' said Bijalwan from Voltas. She further added, 'Our systems now personalise room temperatures through app-based learning and voice assistants like Google and Alexa. It's about humanising technology.' Beyond comfort, she noted that AI is driving predictive maintenance, enhancing energy efficiency, and enabling CDP-driven service readiness—all critical factors in India's cost-conscious consumer market. Apte offered a sweeping view of AI's penetration. 'We began in R&D,' he said, referring to HUL's Agile Innovation Hub, where AI spots global CPG trends, mixes sample product formulations, and even 3D-prints prototypes. 'Now, AI is in our supply chain, sales apps like Shikhar, and even in marketing—where we recently deployed 150,000 personalised video ads using actor Arshad Warsi's voice for kirana stores,' shared Apte. The company's marketing teams are also producing fully AI-generated digital assets using platforms like Pencil Pro, enabling quicker campaign rollouts and experimental content strategies. On the travel front, MakeMyTrip is revolutionising the user experience with extensive AI integration. Tulangekar, detailed how their AI assistant, Myra, is at the forefront of this transformation. Myra leverages AI-driven review summarization to quickly provide users with holistic insights into accommodations. It also employs natural language interfaces, allowing users to converse with the platform for seamless queries. Beyond simple interactions, Myra features agentic frameworks that simulate real-world multi-agent collaboration. This sophisticated system guides users through complex tasks like booking flights and hotels, and even planning entire itineraries. Tulangekar emphasised Myra's use of multi-agent orchestration to handle a wide array of queries related to hotels, flights, and activities. 'The future of travel assistance is conversational,' said Tulangekar. 'We've trained AI agents to specialise in hotels, flights, local transport, and destination discovery—all working together behind the scenes.' Food delivery platform—Swiggy is also investing heavily in AI. Choudhary, revealed internal transformations such as sales co-pilots, AI-generated PRDs, and automated meeting summarisation into podcasts. 'We've democratized AI,' he said. 'It's no longer just for tech teams—business folks are generating product demos and user journeys on their own.' Yet, the discussion wasn't without concerns. As generative AI content floods marketing channels, ethical questions are rising. Should AI-generated advertisements be labeled? How do brands ensure authenticity, especially when content is personalised at scale? 'Labeling AI content may not always be necessary unless it's misleading,' said Choudhary. 'But when it comes to sensitive content like food imagery, we prefer authentic photos over generated visuals.' Bijalwan highlighted a successful example from Voltas: a personalised video campaign featuring its mascot 'Murthy' addressing channel partners by name. The campaign saw 98% click-through and 87% video completion rates—a testament to the power of AI-personalised engagement. Meanwhile, regulatory clarity remains a work in progress. While the U.S. and EU are pushing for stricter AI governance, India continues to promote a self-regulation model. Eventually, we'll need clearer guardrails, admitted Choudhary, referencing content duplication and misuse issues. 'But responsible AI use starts with how we treat consumer data and intellectual property,' he added. Despite the open questions, the mood on stage was overwhelmingly optimistic. 'AI won't replace jobs—it will transform them,' said Bijalwan in her closing remarks. 'The onus is on both individuals and organisations to upskill and adapt. AI will be function-agnostic—it's not just for tech, marketing, or operations. It's for everyone.'
Time of India
21-05-2025
- Business
- Time of India
Wavemaker India named media agency of the year at Goafest 2025
Goafest 2025 —the country's premier advertising, media, and marketing festival co-hosted by the AAAI and The Advertising Club—concluded Day 1 with the prestigious Media and Publisher Abby Awards . In true Olympic style, the medal tally was ranked based on the number of Gold wins, bringing both competition and celebration to the forefront. Wavemaker India emerged as the Media Agency of the Year , sweeping the competition with six golds, along with eight silver, four bronze metals and one Grand Prix—making it the most awarded agency of the evening with total 124 points. Mindshare India followed with four golds, while Initiative Media bagged three golds. Other notable winners included EssenceMediacom (2 Golds), DDB Mudra Max (2 Golds), and Tribes Communication (2 Golds). Agencies like Lodestar UM, Publicis Media, and FCB Kinnect also made it to the medals table with a Gold each. On the publishing side, ABP claimed the top honours with one gold, three silvers and a bronze, making it the most awarded publishing house at this edition with 30 points. Followed by Bennett Coleman & Co with one gold, three silvers and securing a merit mention whereas Jagran Praskashan bagged two gold and one silver. While HT Media won a gold, FCB India and The Hindu Group led the overall points tally among publishers. Cheil India, ABP Digital, and Schbang were among the other winners The Abby Awards at Goafest continue to spotlight innovation, impact, and creative excellence across India's evolving media landscape—recognising both legacy powerhouses and new-age contenders driving results and redefining storytelling.
Time of India
21-05-2025
- Business
- Time of India
Goafest 2025 Day1 : AI is underhyped, Rishad Tobaccowala
HighlightsRishad Tobaccowala emphasized that while artificial intelligence is becoming ubiquitous, the true differentiator in the age of machines will be Human Ingenuity, encompassing qualities such as intuition, interaction, inspiration, and inventiveness. Tobaccowala advised agencies and marketers to not only automate with AI but to also rethink their storytelling and business models, suggesting a dual-model strategy that efficiently runs current businesses while investing in future models. He predicted that artificial intelligence will lead to a rediscovery of meaning and human connection in the workplace, ultimately elevating the value of work rather than replacing it. The day 1 of Goafest 2025 opened with a thought-provoking fireside session titled—Staying relevant in an age of machines, featuring Rishad Tobaccowala , author and senior advisor to the Publicis Groupe in conversation with Anupriya Acharya, CEO, South Asia, Publicis Groupe. Tobaccowala set the tone with a keynote that debunked the myth that artificial intelligence ( AI ) is overhyped. 'AI is still underhyped,' he said. 'Its true impact is yet to be fully realised.' Comparing it to electricity, he emphasised that while AI will soon be ubiquitous, it won't be a competitive advantage on its own. Instead, the differentiator will be HI — Human Ingenuity , Intuition, Interaction, Inspiration, and Inventiveness. To thrive in the age of AI, Tobaccowala emphasised the importance of developing the—6 Cs— core human capabilities that machines can't replicate. These include cognition, or the habit of upgrading one's mental operating system regularly; creativity, the ability to connect the dots in novel ways; curiosity, by continuously asking bold questions; collaboration, by working across diverse teams and mindsets; convincing, through compelling storytelling and persuasion; and communication, where clear writing and speaking become key assets as technical skills like coding become commoditised. He urged leaders to shed legacy mindsets and constantly update their 'mental operating systems,' noting that in an AI-driven world, scale can become a liability rather than an asset. 'Don't benchmark only within your industry—disruption often comes from the outside,' he cautioned. 'Think like an immigrant—stay curious, adaptive, and open to reinvention.' In the engaging conversation that followed, Acharaya asked for his advice to agencies and marketers. Tobaccowala responded, 'Agencies must use AI not just to automate but to reimagine storytelling and business models. Marketers, on the other hand, need to rethink their entire business architecture for today's realities.' He emphasised that companies should adopt a dual-model strategy: run the current business efficiently while simultaneously investing in future models. 'Put your best talent on building what will eventually replace your existing business,' he said. Tobaccowala also tackled the growing anxiety around change and burnout. 'Yes, change is hard and often unpleasant. But it becomes manageable when employee incentives align, training is provided, and personal benefits are clearly communicated.' Offering insight for today's workforce, he advised young professionals to play the long game. 'It's a 50-year career—pick the right mentors, not just the right jobs,' he said. For leaders, he was unequivocal: 'Stop being bosses, be inspirers and mentors.' On the question of AI altering not just how we work, but why we work, Tobaccowala was optimistic. 'AI will force us to rediscover meaning, purpose, and human connection at work. It won't replace work, but it will elevate its value.' He closed the session with a prediction, 'One of the most underestimated forces today is India. The country is poised to become central to the global future of talent, technology, and media consumption.'
