Author: mxmadmin

  • Muthoottu Mini Financiers launch new ad with focus on women

    By Our Staff

     

    NBFC Muthoottu Mini Financiers Limited has launched a new commercial film with focus on women. Helmed by award-winning director Martin Prakkat and cinematographer Jomon T. John, the commercial was shot at some of the most picturesque locales in Ladakh.

     

    Said Mathew Muthoottu, Managing Director, Muthoottu Mini Financiers Limited: “We are thrilled and ecstatic at the overwhelming response to our new commercial which encourages women to dream and calls for shattering cultural stereotyping of women. The film makes a bold attempt to dispel outdated societal myths still in vogue and the need to bring-in a paradigm shift in our attitude towards women. Being a socially responsible company, with strong values, we are extremely proud in rooting for a socially relevant cause. Time has come to address challenges faced by women and stress on the importance of  increased participation of women in the mainstream activities, be it socio-cultural-politico-economical. We urge women of today to dream, stay financially independent and go places. Rest assured, we, the Muthoottu Mini, will stand by you always.”

     

  • Ventes Avenues crafts campaign for Tanishq

    By Our Staff

     

    Ventes Avenues, a mobile adtech company, and Picsart, a digital creation platform, rolled out a campaign for Tanishq for its new Utsaah Collection. It featured a 5-day Tanishq Challenge for participants to use various backgrounds and a Tanishq necklace to make creative edits.

     

    Picsart created two Replays, a simple series of edits a user can apply to an image in just a few clicks, showcasing the Tanishq Utsaah Collection with various Jewellery as objects that the user can avail in their creatives and adjust however they deem fit. The Replays were pinned on top of the Picsart homepage to garner maximum engagement. As a result, Replays garnered 25.84 Mn views in seven days, marking the whole campaign a huge success!

     

    Said Tanasha Amlani, Deputy Brand Manager at Tanishq: “We wanted to encourage our loved community to adorn the Utsaah collection in real-time and be the authentic face of celebration and cheer. This collaboration lead to people adding their own charm to the intricately crafted pieces and elevated the Utsaah this festive season”

     

    Added Ravish Jain, Country Head, India at Picsart: “Our community loves interacting with brands in this unique way, and Tanishq’s new collection fits beautifully into the images they created. This is a great way for a brand to get their product in front of our large audience in the format they are used to: creativity!”

     

    Said Fauzan Rahim, Co-Founder, Ventes Avenues: “It has been a delight to collaborate with Tanishq for their Utsaah campaign. When we were first briefed on the Tanishq Utsaah festive Campaign, we fathomed Picsart – A Digital Creation platform that was tailor-made for the Utsaah Campaign. Given, festivities were around the corner and people were very active on Social Media apps to share their pictures and stories, Picsart is where they first ended up adding creativity and enhancing their pictures making it the aptest platform to generate user engagement for Tanishq Utsaah Campaign. We would like to thank Tanishq for taking this leap of faith and trusting us and our recommendation to successfully run their campaign.”

     

  • Tata Capital unveils campaign with Viscomm

    By Our Staff

     

    Tata Capital, the flagship financial services company of the Tata Group, unveils its integrated marketing campaign ‘India – Apne Mann Ki Karo’ to promote its latest Flexi Plus Loan Offerings. The campaign, executed by Viscomm, features a series of three films.

     

    Speaking about the ‘India – Apne Mann Ki Karo’ campaign, Abonty Banerjee, Chief Digital and Marketing Officer, Tata Capital, said: “Tata Capital’s latest campaign aims to resonate with our customers in a fun-loving way. The 3 films are expressions of situations where each one of us seek freedom in our daily lives. Flexi Plus Loans gives our customers enhanced flexibility and ability to personalize the loan and repayment options as per their requirements. This campaign once again gives us the opportunity to reinforce in our customers the belief that they can always #CountOnUs.”

     

  • Mindshare appoints Prashant Nandan as Digital Lead for North and East

    By Our Staff

     

    Mindshare announced the appointment of Prashant Nandan as the Digital Lead for North & East.

     

    In his new position, Nandan will be responsible for digital strategic direction and leadership within the digital group to deliver communications plans. His role will focus on building a high growth business & driving revenue strategy for Mindshare India.

     

    On the appointment, Gopa Menon, Digital Head – Mindshare South Asia said: “I am very happy to have Prashant join us. He comes with diverse experience in Digital Marketing, Media Planning and Trading. He will play an important role in driving the digital growth for Mindshare North and East.  As Mindshare now re-orients its business around the pillars of Acceleration, Outcome and Good Growth, I am looking forward to working with him to shape the continued phase of growth and transformation for our clients.”

     

    Added Ruchi Mathur, Senior Vice President – North and East, Mindshare India said, “ The shape of our business is changing. While we continue to partner with our existing clients in their transformation journeys, we are also seeking new clients from the brand new world. Prashant with his experience and passion will play a key role in driving this new, seamless and good growth narrative for us. Extremely excited to have him on board and look forward to getting into 2022 with a bang.”

     

  • Das ka Dum with Dr Bhaskar Das | Ring out the old and ring in the new, goes the famous line. In reality, it’s easier said. One can’t chuck the circumstances one is in. Can you help us interpret the ‘ring out/ring in’ line for us?

    Bhaskar DasNow this is a bit of a longish question. So let’s get directly to Dr Bhaskar Das in the January 6, 2022 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. Ring out the old and ring in the new, goes the famous line. But in reality, it’s easier said. You can’t chuck the circumstances you are in, you can’t rid yourself of your friends and family. Or your job or business. Can you please help us interpret this ’ring out/ring in’ line for us?

     

    A. ‘Ring Out/ ring in’ is like a quintessential Hamletian dilemma facing human beings. But life is about making choices and every choice involves sacrifice. You can’t take a perfect decision. You take a decision and make it perfect. They term it an optimisation, given the operating constraints. If you get hidebound by ‘easier said than done’, you would be in a quagmire and get stuck by analysis-paralysis for reaching the so-called flawless decision. So, if you want to move forward always, you have to ring in the new and ring out anything that is outdated. The choice is an individual’s.

     

  • Das ka Dum with Dr Bhaskar Das | Given all the doom and gloom outside, how does someone like you still be the Eternal Optimist?

    Bhaskar DasThose who’ve been tracking this column would know that our Wizard with Words is an eternal optimist. So we asked him this question, and he took us on. Without any further ado, here’s Dr Bhaskar Das in the January 7, 2022 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. Given all the doom and gloom outside, how does someone like you still be the Eternal Optimist?

     

    A. I feel the doom and gloom must be residing in your inner state. Or you feel a temporary phenomenon a permanent one. Secondly, when was the gloom and doom? Yesterday? It has gone. Today? It would be Yesterday, yomorrow. When one becomes a spectator of life and not a participant and is focussed inwards to experience every atom of life in its splendour, you would fail to notice gloom and doom. Eternal optimism in me is perceived by you. I am in bliss.

     

  • Best of 2021: Top 10 Shows or Films

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorTwenty twenty-one, with all its disruptions, saw a lot of content being produced and distributed in India, across media. While much of it did not have any lasting impact, some shows and films stood out during the year, not only because they received appreciation and commercial success, but also because they played a role in shaping the future of video entertainment in India. Here’s my list of the Top 10 shows or films of 2021:

     

    10. Master: It needed a full-blown Tamil superstar vehicle to get audiences back to the theatres in January 2021. Even as Hindi cinema waited, this Vijay and Vijay Sethupathi entertainer reaffirmed that the big screen will never be out of business.

    09. Money Heist: Netflix may have struggled with its Indian originals for most part of 2021. But the final season of Money Heist, with its multiple dubbed versions, managed to receive a lot of love from the audience, recording more viewership than most prominent Indian series in 2021.

    08. The Great Indian Kitchen: The much-appreciated Malayalam film, along with Drishyam 2 and a few others, spearheaded the Malayalam cinema movement in 2021. The national audience, especially in big cities like Mumbai, Delhi, Pune and Kolkata, took notice of Malayalam films, which became a popular OTT sub-genre among those seeking discerning content.

    07. Shershaah: While many theatrical films went the OTT way, very few of them made you feel they deserved a theatrical release. Captain Vikram Batra’s biopic Shershaah topped this list, and was also the soundtrack of the year by a wide margin.

    06. Anupama: The lone GEC show in the list, Anupama set new benchmarks for success, breaking the 4-TVR barrier, something unthinkable for any show at the start of the year. The show continues to go strong, providing a silver lining to an otherwise inert year for Hindi GECs. You can read my recent column on the show here.

    05. Sooryavanshi: It took a while, but Rohit Shetty’s Sooryavanshi finally got the Bollywood box-office back on track in Diwali 2021. Like Master, the film was a confirmation of the power of the theatrical medium, and of the value of larger-than-life, mass entertainers.

    04. Spider-Man: No Way Home: In December 2021, the true might of the Marvel Cinematic Universe (MCU) was on display at the Indian box0office, as the new Spider-Man film became the biggest theatrical success of the year in India, becoming only the third Hollywood film to break the Rs 200 crore barrier at the Indian box-office.

    03. The Family Man S2: In a year that saw many webseries (more than 130 in the Hindi language itself), one stood out as being head and shoulders above the rest. The first season of The Family Man was an unqualified success, but the second season actually managed to raise the bar further, with its nuanced handling of characters, relationships, politics and plot. From ‘Don’t Be A Minimum Guy’ to ‘Chellam Sir’, the show has found its way into pop culture too, and is now the definitive gold standard for Indian web-series to surpass.

    02. Squid Game: Korean content found a sizeable audience in India in 2021. But it was Squid Game that went truly mass, attracting viewers from the smallest of towns in India, capturing their imagination through a story that combined human emotions with thrills and adrenaline.

    01. Jai Bhim: It is only fitting that the top entry in this list is not in the Hindi language. Suriya-starrer Jai Bhim received whole-hearted appreciation from across the country, recording more viewership than many starcast-led Hindi films in the Hindi markets. The film worked both as social commentary and a legal drama, and proved decisively that good content can find audience across languages and geographies.

     

  • HT Media launches first programmatic podcast marketplace

    By Our Staff

     

    HT Media has partnered with AdsWizz to create India’s first programmatic podcast marketplace. This strategic relationship enables brands to access millions of listeners in India with real-time buying and selling of podcast advertising. Named “FabX”, this is the newest addition to HT media’s vast offering.

     

    Said Patrick Roger, VP of New Markets, AdsWizz: “Our partnership with Hindustan Times highlights the growing opportunities in this market. Our technology combines the power of programmatic advertising with the power of podcasts, enabling advertisers’ easy access to a highly engaged audience. Additionally, with our AI Transcription Technology, advertisers can ensure brand safety by only serving ads to podcast shows or episodes that have specific topics as a central theme. This relationship will automate real-time buying, targeting, optimisation, and reporting of podcast ad inventory. Advertisers will be able to choose their geography, time, and demographics as the content increases. What is more exciting is the fact that one of the biggest reasons why podcasts are making their space into the heart of the Indians is because the content is present in numerous languages. Local advertising too can be enabled via this platform.”

     

    Added Ramesh Menon, CEO, Fever Network and Next Radio Ltd.: “It is an exciting time for us and a proud moment, to make advertisers experience the power of an immersive medium like Podcasts. HT Smartcast is paving the way for advertisers to have higher efficiency and greater impact for their advertising bucks through Programmatic audio advertising that will be time-saving, targeted and data/analysis friendly and performance-oriented. Our focus now is to quickly scale this for the benefit of podcasters and advertisers alike and help them take advantage of a marketplace that can solve the monetisation issue that the currently, fragmented medium, faces. We can now concentrate on increasing the volume of new and engaging content and exploring the full potential of audio.”

     

    Said Gautam Anand, Founder and CEO, HubHopper: “Our endeavour since Hubhopper’s inception has always been to democratize the creation and consumption of podcasts and audio content, by bringing all aspects of a creators journey from hosting, creation, editing, distribution, data insight, marketing, monetization and beyond under one roof. This recent integration with HT Media and Adswizz marks the inclusion of yet another integral and elusive piece of this puzzle by bringing programmatic advertising capability to all who choose to create via Hubhopper.”

     

  • Axis My India CSI Survey: Most impactful celebrity of 2021

    By Our Staff

    Axis My India, the consumer data intelligence company better known for its exit polls, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The month of December reveals Prime Minister, Narendra Modi as the most impactful celebrity of the year – view of 40% across India (majority). Chief Minister’s of Uttar Pradesh- Yogi Adityanath, Tamil Nadu- M K Stalin and West Bengal- Mamata Banerjee followed suit along with Indian Cricket captains Virat Kohli, Rohit Sharma and former captain MS Dhoni.

    Commenting on the December report, Pradeep Gupta, CMD, Axis My India, said: “The survey finds that PM Modi is overwhelmingly popular across the country and the most recognisable face in India. 40% of the total people surveyed have picked him, far higher than any other personality on the list. Virat Kohli stood second at 4% followed by Yogi Adityanath at 3%. Mr. Modi’s popularity seems to be growing at a time when world leaders are facing dwindling popularity. This poll is yet another demonstration of Mr. Modi’s grasp over the pulse of the nation.”

     

  • Ogilvy films Sutaria for Savlon

    By Our Staff

     

    ITC Savlon has roped in actor Tara Sutaria as brand ambassador for Savlon Glycerine Soap that addresses the dual need of soft skin along with germ protection. A new film has been launched.

     

    Speaking on the new film, Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC Limited said: “Savlon has been the frontrunner in addressing evolving consumer needs through innovation. The health soap category has seen a robust growth over the past two years. While hygiene has become a way of life for all, with consumer needs evolving, personal hygiene has progressed from providing protection only to ensuring value-added skin care benefits as well. Tara’s partnership with the brand brings with her a vibrant & fresh feel to the category that the Savlon soap encompasses.”

     

    Added Kainaz Karmakar & Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India: “The concept of ‘Softy’ is a light, endearing way to establish the beauty credentials of this soap. The film is a product demo but told as a story. It makes a sharp point about what the soap can do for your skin and this will not be missed. The interaction between Tara and the dog is what will make the film memorable and we believe the audience will enjoy watching it again and again.”

     

  • Ranjona Banerji: Media – manipulated & controlled by you-know-who

    Ranjona BanerjiBy Ranjona Banerji

     

    We have two consecutive stories running in India. The extent of hatred fostered by the Hindu rightwing against Muslims, led by the RSS-BJP as seen in the BulliBai app case, and the supposed “attack” on Prime Minister Narendra Modi’s cavalcade in Punjab which the way it is being played up looks a lot like an example of the extent of hatred that this administration has for Sikhs ever since the farmers protested against Modi’s farm laws.

     

    Of course, if you concentrated your media attention only on the mainstream media, you would truly believe that waiting for 20 mins in a bulletproof car surrounded by your crack security team is equivalent to a murderous attack on your person. Because that is all that happened to Modi in Punjab. Of course, a security lapse must be investigated. Why did Modi and/or his team change their minds about the scheduled helicopter hop and opt instead for a 130 km road trip? Why did no one move the protesting farmers from the route and so on.

     

    But the very fact that the mainstream media is pretending like this 20-minute delay on an empty flyover bar some BJP supporters waving BJP flags was akin to an assassination attempt is red flag enough that the party is milking this, with media assistance, for one more election-campaign publicity stunt. The dreaded neologism “toolkit” comes to mind, as media worthies like Shekhar Gupta and Rajdeep Sardesai both tweeted very similarly worded tweets about how this is not a time to be “partisan” and we must all stand together after a “security breach” and so on. At the same time, celebrities like sports star Saina Nehwal also sent out BJP IT cell mass tweets about how the “cowardly attack” on the PM must be condemned.

     

    Effectively, this also means that rising Covid cases, confusion over vaccines, despair over new unemployment figures can be safely ignored. And also, over the systematic targeting of Muslim women by the BJP-RSS-Hindu majoritarian troll world, as with recent BulliBai app. The Mumbai Police made three arrests two days after the FIRs were filed – unlike the Delhi Police, run by the Union government, which did nothing for seven months after FIRs were filed in the similarly degrading targeting of women, mainly Muslim with SulliDeals in July last year. The Delhi police has now managed to find someone in the BulliBai app case but still nothing in the earlier “auction”.

     

    The connections between the BJP and this sick internet murk are made clear in The Wire’s explosive investigation released yesterday on how an app called TekFog is used to manipulate social media and push BJP propaganda.

     

    https://thewire.in/tekfog/en/1.html

     

    The implications are terrifying. But let us not forget that they follow revelations in Swati Chaturvedi’s book I am a Troll, published in 2016, which delved into the Rs 2 trolls hired by the BJP IT Cell. Later, the worldwide “Forbidden Stories” collaborative series which investigated how Pegasus, a military grade spyware developed by an Israeli company to be used on terrorists, was misused by several governments, including the Government of India, against journalists, rights activists and politicians. There was enough evidence before that as well, when the BJP hired APCO, the company which successfully sells dictators, to build up Modi’s image pre-2014, together with Prashant Kishor’s I-PAC. And there was also the use of Cambridge Analytica by the BJP, which gamed Facebook to push Brexit through in Britain and Donald Trump in the USA. The BJP’s connections with Facebook are also clear from Mark Zuckerberg’s Free Basics quest to control the internet in India and later, the investigations done by Paranjoy Guha Thakurta and Cyril Sam, published in the book, The Real Face of Facebook in India.

     

    Many political parties use these methods. But the consistent manner in which the BJP has successfully manipulated and controlled both the mainstream and social media is unprecedented in India.

     

    The Times of India’s Ludhiana edition carries an article on how after Modi got stuck on a flyover and blamed the government of Punjab, social media was full of warning to Sikhs about how they are about to face “another 1984”. This is a clear threat of violence, referencing the pogrom against Sikhs unleashed by Congress workers after the assassination of Indira Gandhi. There has long been evidence that the RSS also took part in this pogrom. Does the RSS’s current hatred for Sikhs, after the farmers’ protests, have its origins in there or earlier, in the Khalistan movement?

     

    The essence of good journalism is not to be nice to anyone, to be equally hated, and also to search for the story behind the story. By this I do not mean repeating propaganda pushed by any political party. But to use critical analysis to believe no one, and not allow anyone in power to get away with lies and misinformation.

     

    Of course, bar a few independent media houses, this no longer happens in India.

     

    The extent to which the media has fallen prey to manipulation by Big Tech and politicians is viciously satirised in the new film, Don’t Look Up. It is nowhere near as brilliant as Network, the 1976 Sidney Lumet-directed and Paddy Chayefsky-written satire on news television. But it is a story for our times.

     

    As is the tragedy unfolding across in India, at several layers.

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia every Tuesday and Friday. Her views here are personal

     

     

  • Reliance General Insurance launches digital campaign

    By Our Staff

     

    Reliance General Insurance Company Ltd. (RGICL) has launched a digital campaign called #CarKaYaar on all digital platforms to reinforce its brand positioning as the ‘Friend in Need’ for car insurance customers. Created by ^ a t o m network, the campaign highlights through an animated series of six films that ‘RGICL will always take care of you and your car, no matter what happens’.

     

    Said Anand Singhi, Chief Distribution Officer, Reliance General Insurance: “Classically the insurance sector has been filled with serious narratives depicting care, security, and various other emotional spiels. With the #CarKaYaar campaign, we have tried to break free the monotony and communicate our message in a fresh way with a bit of humor and quirkiness.”

     

    Yash Kulshretsha and Ananda Sen (CCO and NCD respectively) of ^ a t o m said, “The motor insurance journey is filled with doubts and scepticism of customers. The fear of not having something covered in an accident is more significant than the accident itself. We set out to highlight that with a series of films under ‘No matter what happens to your car, you can always rely on your #CarKaYaar.’