More than a year after BARC India’s ambitious digital measurement project titled Ekam was apparently shelved owing to various objections from top platforms, including the likes of Google, Facebook and Hotstar, the Indian Society of Advertisers is planning to work with BARC India to create a multimedia measurement system.
“With digital advertising having ascended as second only to TV and growing even further, our endeavour this year would be take forward our efforts in the area of digital measurement. The ISA has plans ahead to work with BARC to create a Multimedia Measurement that can be implemented very soon,” said Sunil Kataria, Chief Executive Officer, India and SAARC, Godrej Consumer Products Limited, in a press statement after being re-elected the Chairman of ISA for the fifth consecutive term.
BestMediaInfo.com could confirm that BARC India CEO Sunil Lulla has been talking to the industry stakeholders for some digital measurement which, sources say, is not Ekam.
Kataria, for now, did not reveal much about the multimedia measurement but a unified third-party digital measurement system has become more important than ever, especially after the pandemic when most of the brands are going to rely on digital medium.
“The consensus among different stakeholders has always been a challenge for a unified third-party digital measurement system. Platforms that have created a walled garden around them are likely to continue to sabotage any such effort in self-interest. Will both Sunils be able to pull this off together is the big question?” said an industry observer.
ISA is the only national body as a strong voice to advertisers over the last 68 years. It has advertiser members from across industries who approximately contribute to over two-thirds of the annual national non-governmental ad spends.
Other members of the Executive Council for the year 2020-2021 are:
Atul Agrawal, Senior Vice-President, Corporate Brand and Marketing, Tata Services Limited
Abraham Mathew Alapatt, President & Group Head-Marketing, Service Quality Financial Services & Innovation, Thomas Cook (India) Limited
Narendra Ambwani, Director, Agro Tech Foods Limited
Ravi A. Desai, Director, Mass & Brand Mktg International, Amazon Seller Services Pvt. Ltd.
Paulomi Dhawan, Independent Director, Whistling Woods International Ltd.
Girish Kalyanaraman, Senior Director Brand Operations, Procter & Gamble Hygiene and
Health Care Limited
Chandru Kalro, Managing Director, TTK Prestige Limited
Sandeep Kaul, Divisional Chief Executive, India Tobacco Division, ITC Limited
Bharat V. Patel, Independent Director, Aditya Birla Sun Life AMC Ltd.
Ramakrishnan Ramamurthi, Adviser J. K. Enterprises
Amit Tiwari, Vice-President, Marketing, Havells India Ltd.
Subhadip Dutta Choudhury, Chairman of the Board of Directors and Chief Executive Officer
Hawkins Cookers Limited
Anuj Poddar, Executive Director, Bajaj Electricals Limited
Ram Raghavan, Managing Director, Colgate-Palmolive (India) Limited
Gauravjeet Singh, General Manager, Media Services (South Asia) Media, Hindustan Unilever Limited
Sanjeev Handa, Sr. V. P. Corporate Communications, Maruti Suzuki India Limited