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Swiggy aces moment marketing during ICC Cricket World Cup 2023 semi-final teaming up with Havas Media India
Mumbai: Set against the thrilling backdrop of the crucial India vs New Zealand ICC Men’s Cricket World Cup 2023 semi-finals, Swiggy yet again leveraged a highpoint of the game with the most appropriate moment marketing strategy.
Capturing the essence of the nail-biting match, Swiggy teaming up with Havas Media India executed a TV-based moment marketing innovation, strategically timed during Virat Kohli’s pursuit of his 50th Century.
As Kohli achieved this historic milestone, Swiggy launched a moment of marketing communication on TV channels declaring, “History has been delivered, shall we deliver the sweets?” This contextual aston was strategically placed on prominent news channels in key regions like Hindi speaking markets, Maharashtra, Karnataka, Tamil Nadu, West Bengal, and more. Optimising news channels as the medium ensured the message reached audiences at the precise moment when the breaking news was unfolding.
Swiggy general manager Jijo Thomas said, “Capturing & retaining the top-of-mind space amongst your target audience is an uphill task and an always-on-battle. As marketers we are always on the lookout to find innovative, clutter breaking yet cost-efficient solutions for the same.
Leveraging the highly anticipated, arguably one of the biggest moments in cricketing history; Virat Kohli’s 50th international century via moment marketing amongst many others was one such sweet spot we identified & amplified. There are times when everything falls into place, being able to time to perfection & etch your brand with an iconic global sporting & highest streamed event ever, was one such remarkable landmark in Swiggy’s brand building journey.
Special thanks to Havas Media in helping us push boundaries and redefine marketing rules, one campaign at a time this CWC.”
Talking about the innovation, Havas Media India South president Saurabh Jain stated, “As Swiggy’s extensive World Cup campaign enters its final leg, these moment marketing innovations have yielded meaningful results for the brand. Aligning lightning-fast deliveries with cricket fervor has been groundbreaking, and we look forward to continuing this success in the years to come.”
MAM
Network18 reshuffles editorial leadership across platforms
Expanded roles and new reporting lines aim to sharpen focus on growth across digital, social, CTV and linear TV.
MUMBAI: Network18 is giving its leadership structure a fresh edit because in the fast-changing world of media, even the newsroom needs a compelling new headline. The company has announced expanded roles for its editorial leadership across social, digital, connected TV (CTV) and linear platforms. In an internal communication, Rahul Joshi, MD & Group Editor-in-Chief, outlined new reporting structures designed to drive stronger coordination and growth.
Smriti Mehra, S Shivakumar and Mitul Sangani will now report directly to Joshi. Ganesh Iyer and Abhinay Chauhan will continue reporting to him as well.
Prabhat Chatterjee, Business Head of Forbes, and Arun Thapar, President of Content & Communication for AETN-18, will report to Smriti Mehra and lead revenue growth, marketing and product initiatives. Mallika Nath Handa will spearhead the development and scaling of special projects, including new shows and non-linear properties, and will also report to Mehra.
Jayesh Gokalgandhi, CFO for AETN18, will report to Ramesh Damani. Sidharth Newatia, CRO-ILC, will report to Mitul Sangani and focus on expanding reach and revenue across Hindi and regional language markets, with special emphasis on Tier-II and Tier-III regions. Pankaj Soni, Head of Marketing-ILC, will report to Mitul and work functionally with Ganesh Iyer.
The branded content business of Moneycontrol has been consolidated with News18 Studio. Don Zarrar will now collaborate with Shiv in the News18 Studio business while continuing to head his existing Studio/Focus teams at Moneycontrol.
Pranav Bakshi has taken on additional responsibility for the international business, alongside continuing to lead growth in Connected TV and social platforms. Naveen Mathur, who oversees Revenue Management for Network18’s international business, will report to Pranav, who continues to report to Puneet Singhvi.
Rajesh Sharma (Head of Broadcast Technology & IT), Rahul Singh (Head of Events & Technical Operations) and Bhupender Bhardwaj (Head of IT Security) will now report to Puneet Singhvi. Darshil Parekh, Head of Sales Strategy, Planning & Ops, will work directly with Ramesh Damani and Rahul Joshi, while Stanley Cyril, who manages Digital Sales Operations, will report to Darshil.
Jitamitra Mohanty, who leads the viewer and audience-focused Research & Analytics function, will now work with Santosh Menon to convert data on reach and engagement into actionable insights for content strategy, product innovation and sustained viewership growth.
In a media landscape where platforms multiply faster than breaking news, Network18’s latest reshuffle is clearly aimed at keeping its editorial and business engines firing in sync. Expect sharper storytelling, stronger revenue plays, and a more agile approach across every screen that matters.
