Author: mxmadmin

  • MPL launches campaign ahead of Great Indian Gaming League

    By Our Staff

     

    Mobile Premier League (MPL), the mobile esports and skill gaming platforms, has announced a 360-degree campaign ahead of the start of the Great Indian Gaming League (GIGL), which begins today (March 24). This is the multi-sport online mobile gaming tournament with a total value of Rs 2000 crore.

     

    Commenting on the launch, Namratha Swamy, Country Head – India, Mobile Premier League (MPL), said: “As the largest multi-game mobile gaming tournament, GIGL will provide access to mobile esports to a vast and diverse group of gamers across the country in line with our vision to democratize esports. We are confident that the tournament will see millions of players participating from across the country. Our league is poised to create the largest number of winners for the first time in a mobile gaming tournament in India. We are also hopeful that this tournament will encourage many first-time gamers to take part in esports competitions.”

    https://youtu.be/PH_fP3kbp9M

  • Havas appoints Jigisha Chawla as EVP

    By Our Staff

     

    Jigisha
    Jigisha Chawla

    Havas Worldwide, the creative arm of Havas Group India, has appointed Jigisha Chawla as Executive Vice President, Gurugram. Chawla will report to Manas Lahiri, Managing Director, Havas Worldwide (Creative) and will work across key clients of the Gurugram office.

     

    Said Lahiri: “With the exponential growth of the Gurgaon unit, we are focussed on beefing up our senior leadership and our product. Jigisha will play a pivotal role in enhancing and strengthening our client relationships and widening our product portfolio.”

     

  • Athiya Shetty collaborates with Stage3 lifestyle platform

    By Our Staff

     

    Stage3, a community-powered social commerce platform for fashion and lifestyle, has signed actor Athiya Shetty. She will take on the role of Stage3’s creative director.

     

    Speaking on this, Sabena Puri, CEO/Co-founder, Stage3 said: “We are excited to have Athiya back Stage3.  Stage3 is building an AI-powered social platform where India’s 5m+ Creators (influencers and content creators) can interact, build out social video-led storefronts, and sell to India’s digitally native 300m Genz and millennials. Athiya has a strong authentic voice, and we look forward to working with her closely to fuel the booming creator economy.

     

    Added Shetty on her connection to Stage3’s vision: “I have always expressed myself through fashion, and love being a part of the creator economy. I’d been looking for the right platform through which I could empower others to also begin their journey towards becoming a ‘creator’ and I found that with Stage3. I love the fact that they are building a new paradigm for fashion shopping. There’s such a wealth of untapped potential and Stage3 is leading the way to becoming a conduit of success for the upcoming generation of creators. I’m delighted to be working with them on this.”

    https://youtu.be/d-IwfYpUQeI

  • Akshay Kumar in new Dollar Bigboss TVC

    By Our Staff

     

    Dollar Bigboss, the men’s innerwear, has launched a new commercial to further boost the brand popularity. It features actor Akshay Kumar and has the tagline “Dollar Upar Gaya”. The film is set against the backdrop of a stock market.

     

    Said Vinod Kumar Gupta, Managing Director, Dollar Industries Limited: “With our decade long association with Akshay Kumar, our brand has witnessed a 5x times growth. The concept of the commercial clearly speaks how Dollar has lived upto the expectations of its consumers and thus maintaining its position as one of the three major players in the hosiery industry with 15 % market share. Our new tagline ‘Dollar Upar Gaya’ explains the brand’s soaring market acceptability. We also wanted our long-time payoff to have a new meaning, a different take for the brand.”

     

    Speaking on the idea behind the campaigns, Sagar Kapoor, Chief Creative Officer, Lowe Lintas, said: “Fit hai Boss as a payoff has always worked wonders for Dollar Bigboss. This time we used the phrase to develop a witty plot which establishes the growing value of the brand. Akshay is a brilliant actor who pulls off the film with flying colours.”

    https://www.youtube.com/watch?v=jXdHe6RbF14

  • ITC Classmate Notebook rolls out new TVC

    By Our Staff

     

    ITC Classmate notebook brand has announced launch of a new television campaign. Under the ‘Enjoy Learning’ theme, the campaign includes three commercials that propagate the idea of enabling learning in interesting and engaging ways.

     

    Speaking about the campaign, Vikas Gupta, Chief Executive, Education and Stationary Products Business Division, ITC Ltd, said: “Classmate has always focused on relevant issues concerning children and has aspired to become an active enabler in their learning journey. Through this campaign, we want to promote the idea of joy of learning and encourage children to apply theory into everyday activities, so that they can fully understand, enjoy, and remember what they learn. This practice will help kids become more innovative and will also help parents acknowledge that academic learning goes beyond the classrooms.”

  • Ranveer grooms with Set Wet of Marico in TVC

    By Our Staff

     

    Set Wet, a male grooming masterbrand  of Marico, in association with Taproot Dentsu, has launched a campaign with its long-time ambassador, Ranveer Singh. The campaign, which has gone live across TV and digital platforms, is also complemented by the debut of an all-new look Set Wet products.

     

    Speaking on this new campaign, Koshy George, Chief Marketing Officer, Marico Limited said: “As a youth-centred brand, Set Wet has always strived to echo the mindset of our consumers. Today’s generation has prided themselves on finding the best and most unique solution to their problems and we aimed to take that ideal a step further with this new campaign. Together with the iconic and beloved Ranveer Singh, this campaign elaborates on the resourcefulness, uniqueness, creativity, and cheeky nature of our consumers, showing how they can be the sexiest version of themselves.”

     

    Talking about the inspiration behind the film, Ayesha Ghosh, CEO, Taproot Dentsu added: “A brand whose baseline is ‘Sada Sexy Raho’ and whose brand ambassador is a livewire, usually means that the campaign development is a rollicking ride, all the hard work notwithstanding. Add to that Team SET WET were just as keen as us to break the mould of the conventional grooming product ad. Once Yogesh Rijhwani, the ECD who conceptualised this ad, landed the prehistoric man comparison, Ranveer’s flair for pulling off unexpected characters and director Rajiv Rao’s effortless style of storytelling took the idea to the next level.”

  • Manyavar releases  a series of film campaign

    By Our Staff

     

    Manyavar is back with their new films under the campaign #Taiyaar Hokar Aaiye with actor Amitabh Bachchan.

     

    Commenting on the association, Vedant Modi, Chief Marketing Officer, Vedant Fashions Limited said: “Manyavar has always been a brand that showcases the nuances and beauty of the Indian culture. The new digital films are aimed at everyone who believes in the magic of celebration. Mr. Bachchan with his narrative and screen presence has put soul into the idea of #TaiyaarHokarAaiye and we are confident it will be a widely accepted and celebrated phenomena amongst our target groups.”

  • Mars Wrigley launches new Boomer campaign

    By Our Staff

     

    Bubble gum brand Boomer of Mars Wrigley Confectionery has unveiled a new digital campaign starring actor Radhika Madan and has also introduced its new Blueberry flavour. With a history of over 25 years and known for its iconic ‘Boom Boom Boomer’ jingle, Boomer continues to be a favourite across generations.

     

    Talking about the campaign, Varun Kandhari, Marketing Director, Mars Wrigley, India, said, “Boomer is a legacy brand for us at Mars Wrigley that has over the years become a favourite for our consumers in India. Building on the keen sense of nostalgia attached to the Millennials and Gen-X and to also recruit the Gen-Z Fruity gum consumers to Boomer, we have introduced a new flavour that is fruity, quirky and tastes like childhood. With the launch of Boomer Blueberry, we aim to bring more innovation in the gums category with a unique twist to a brand that consumers have always loved.”

  • Das ka Dum with Dr Bhaskar Das | It’s Emvies night tonight. Would you say that the agencies/ networks that don’t win are no good? As in they aren’t doing any worthwhile work?

    Bhaskar DasIt’s an unfair question to ask, but we asked it nevertheless. Here’s Dr Bhaskar Das in the March 25 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. It’s Emvies night tonight. Typically, there are a few agencies which get most awards. So would you say that the agencies/networks that don’t win too many/any awards are no good? As in they aren’t doing any worthwhile work?

     

    A. Not at all. While awards are always a sign of recognition, non-receipt of the same doesn’t mean that the quality of work is sub-optimal. At an operating level, many campaigns do make an impact even if they don’t win awards. In any competitive race , there are works which gain recognition over others. That doesn’t mean all other participants are not up to the mark. It is the spirit of partnership in a marquee event of the industry is what distinguishes all participants.

     

  • FIFA World Cup 2022 announces Byju’s as an Official Sponsor

    By Our Staff

     

    Byju’s has been announced as an official sponsor of the FIFA World Cup Qatar 2022. Through this partnership, Byju’s will leverage its rights to the FIFA World Cup marks,  emblem, and assets, and run unique promotions. Byju’s joins many other global and regional majors who are official sponsors of the World Cup scheduled to be held later this year (November 21 to December 18 in Qatar).

     

    Screenshot from FIFA.com

    Said Kay Madati, FIFA’s Chief Commercial Officer: “FIFA is dedicated to harnessing the power of football towards the goal of enacting positive societal change. We’re delighted to be partnered with a company like BYJU’S, which is also engaging communities and empowering young people wherever they may be in the world. We look forward to supporting the promotion of BYJU’S educational learning opportunities, as  well as having them join the global drumbeat of excitement for the FIFA World Cup 2022 through  its association with this groundbreaking tournament.”

     

    Byju Raveendran, Byju’s founder, and CEO, said: “We are excited to be sponsoring the FIFA World Cup Qatar 2022, the biggest single-sport event in the world. It is a matter of pride for us to represent India on such a prestigious global stage and champion the integration of education and sport. Sport is a big part of life and brings together people across the world. Just as football  inspires billions, we at BYJU’S hope to inspire the love of learning in every child’s life through  this partnership.”

     

  • The Façade of Being #1

     

     

     

     

    Shailesh KapoorBy Shailesh Kapoor

     

    Last week, news channel ratings were released after a long hiatus. What followed was bizarre, to say the least. Within a few hours, multiple channels had staked their claim for the no. 1 position. Between Hindi and English news genres itself, I read mailers and trade stories from at least seven channels claiming to be #1.

     

    The communication was not restricted to the trade. Channels went on air with their claims. You may have already seen Arnab Goswami’s self-congratulatory video from the day, in which he takes digs at competition while he finishes his 10,000 steps for the day, addressing Living Media as “Tak waalon” repeatedly.

     

    That video is funny at one level, but sad at another. The return of news ratings should have been an industry moment. A positive step towards better times ahead, where advertisers can make more informed choices. Instead, it was reduced to a game of one-upmanship. Other channels were not as shrill as Goswami. But the ideas were similar, nonetheless.

     

    This is all perception play, of course. None of the channels were technically “lying”. They were just looking at TG cuts that suited them. You can play with gender, age, NCCS and markets, and there are at least 120+ possible ‘reasonable’ combinations to choose from. In English News, where the reach is limited, it is quite possible that almost every channel will find itself being ranked #1 in at least one of these combinations.

     

    I often wonder how these trade campaigns make any sense. Surely, the advertisers know better by now. They have access to the same data. The senior planners are seasoned enough to see through this trickery of numbers. And yet, the mailers, the stories and the on-air coverage only gets more visible each year. It’s perhaps a case of channels doing this just to build the morale of the editorial and the sales teams. It’s that Arnab-type brouhaha that they may be going for, inside their respective offices, even when the cameras are not recording.

     

    This time, so many trade publications carried press releases on news ratings as they were. In an emailer from one of the websites, there were three stories, next to each other, from three different channels, all claiming to be #1. I have a theory that if you send some incomprehensible gobbledygook in the form of a press release, some of our trade websites will still carry it.

     

    The onus, in this case, should lie with BARC India. I find their advisories on usage of ratings data for sales and marketing to be loose and non-committal. BARC India could, and perhaps rightly, argue that which TG a channel selects is not their business. But in a genre that has come out of a ratings blackout that went on for a year and a half, BARC India can surely play a more active role in maintaining sanity.

     

    Because, by now, we should know that our news channels couldn’t care less about sanity.

     

    Shailesh Kapoor is Founder and CEO, Ormax Media. He writes on MxMIndia every Friday. His views here are personal

     

    Editor’s Note: As a policy, MxMIndia has not published any news around the rankings of any news channels since the day of release on March 17, 2022. We will wait for data release for at least four weeks before doing that. However, we do carry advertising mailers and banner ads of news channels. While we appreciate that as a responsible media platform, we are liable for ALL content we serve, all entities advertising with us are governed by the laws of the land and the advertising is subject to scrutiny by the Advertising Standards Council of India and the respective trade bodies. In the specific case of television ratings, the industry-owned body BARC also has a clear policy on how the data can be used in promotional communication.

     

  • Ranjona Banerji: “India stands at a dangerous place…”

    Ranjona BanerjiBy Ranjona Banerji

     

    A group of journalists in India have issued an open letter to India’s constitutional authorities “to step in and uphold their constitutional mandate in the wake of open calls from various quarters for attacks on India’s religious minorities, especially Muslims”.

     

    This letter lists how under the present regime, hatred against religious minorities has only increased. In a sense, it underlines just how successful the campaign has been since we forget the last atrocity as we move on to the tackle the latest.

     

    The tragedy within the media is the extent to which the media itself is responsible for the amplification of this hatred against Muslims, Dalits, Christians and other minorities. The othering of large sections of Indians has not happened only by political will and machination. The active collaboration of the media, of government officials and civil society has amplified the hatred.

     

    The letter calls upon various media organisations to “respond urgently”. How far is that likely to happen, given what we have seen over the last eight years? Television media is almost completely putty in the hands of the Modi administration. Some print publications manage to balance on a tightrope of criticism and praise to avoid a malicious backlash. Many others have just capitulated. It is only a few digital platforms which continue with combative journalism.

     

    But it is true that the biggest collapse has been of our Constitutional bodies, set up to protect our democracy from within as the armed forces are supposed to protect from threats without. These have not just failed but have seemingly wilfully allied with the political ideology which wants to debase our democracy and establish a Hindu supremacist state.

     

    The letter ends with these three vital paragraphs:

    “When all these events are taken together, it is clear that a dangerous hysteria is being built up countrywide to push the idea that “Hinduism is in danger” and to portray Muslim Indians as a threat to Hindu Indians and to India itself. Only prompt and effective action by our constitutional, statutory, and democratic institutions can challenge, contain, and stop this disturbing trend.

    India today stands at a dangerous place, with the founding values of our secular, democratic, and republican Constitution coming under flagrant assault from prejudiced ideas, acts of prejudice, discrimination, and violent incidents, all planned and orchestrated as part of an anti-constitutional political project. That we have seen elected officials and others who have sworn an oath under the Constitution amplifying some of these multiple and connected instances of orchestrated hate through acts of commission and omission, with sections of the media assisting this project, makes the situation even more urgent.

     

    That is why it is both urgent and crucial that India’s constitutional institutions, and especially the President, the higher judiciary, and the Election Commission, discharge their mandate under our Constitution and that the media perform their responsibility to the people of India by asserting their independence and speaking truth to power.”

    https://thewire.in/communalism/silence-not-an-option-journalists-appeal-to-constitutional-bodies-to-curb-anti-muslim-hatred

     

    Powerful as these words are, they also demonstrate the total frustration that the democratic Indian has with today’s dispensation. We appear to have wilfully surrendered our liberties to bigotry and hatred and a mob mentality has now infiltrated every aspect of our lives.

     

    There are 28 signatories to this letter and there are more than a few of us who would have signed on if we had known. We remain however a minority. So many are too scared to speak up, even if they do not agree with what is happening.

     

    But what is most distressing is the number of senior media persons – I baulk at calling them “journalists” – who would categorically have not been part of such an exercise. Television is not represented. Apart from The Hindu and The Telegraph no other mainstream Indian newspaper is represented. None of the mainstream regional papers are represented.

     

    These gaps present the massive challenge that the media is faced with: it cannot under the circumstances claim to present facts and information to the people if it is unable to face facts itself. The act of surrender, of genuflection to one political ideology has meant that as a voice, the bulk of the media has silenced itself.

     

    “India stands at a dangerous place”, the letter reads. And anyone who does not understand that statement is clearly on the side of those who have brought us here.

     

    And this includes all those people you waste your time watching every evening on TV. The worst of the lot.

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal