Author: mxmadmin

  • Rajkumar Rao finds own squad for BGMI in digital campaign

    By Our Staff

     

    Krafton, Inc., the South Korean video game developer, has unveiled its latest digital campaign for Battlegrounds Mobile India (BGMI) featuring actor Rajkumar Rao. The campaign follows the journey of Rao as he discovers BGMI’s fun gameplay for the first time and forms a squad with his group of friends.

     

    Commenting on the latest campaign, Minu Lee, Head of Battlegrounds Mobile India said: “Our community is deeply important to us, and our efforts have always been to create an enjoyable, and diverse gaming experience for players in India. Through this campaign we wanted to invite new players to the game and showcase how everyone can find their squads within BGMI. With our 2022 BGMI tournaments underway, this campaign encourages players to embrace their inner gamers, and gear up for an exciting year ahead.”

     

  • HDFC Bank launches national campaign on ESG

    By Our Staff

     

    To observe World Environment Day, HDFC Bank has announced the launch of four films that highlight the bank’s social and environmental initiatives under its flagship programme Parivartan. These films are part of a nationwide ESG campaign and have been conceptualised by ad agency Leo Burnett.

     

    As part of the campaign, the bank has also planned a high-decibel activation in over 40 locations across the country. At over 125 busy traffic signals the bank will put up a short street play to encourage people waiting to turn off their engines to reduce air pollution.

     

    Said Ravi Santhanam, CMO, HDFC Bank: “HDFC Bank has always been committed to leading responsibly. We believe that as India’s largest private-sector bank, we must use our brand to create a positive social impact and make a difference in the lives of communities. With this campaign, we want to raise awareness on the simple steps we can take to prevent a catastrophic future. We need to come together and act now so we can create a better tomorrow.”

     

    Added Rajdeepak Das, CEO & Chief Creative Officer – South Asia, Leo Burnett: “At Leo Burnett we pride ourselves on working with HumanKind brands. HDFC Bank has always empowered people by putting purpose at the heart of all their endeavours. With the latest campaign, we want to highlight the importance sustainable progress and our films reflect the brand’s commitment to sustainability. World Environment Day was the perfect time to launch our campaign.”

     

    Now if only the bank were to train its energies on making all its outposts (branches, ATM counters etc) truly accessible for Persons with Disabilities.

     

  • Dhoni to now be brand ambassador of drone startup Garuda Aerospace

    By Our Staff

     

    Mahendra Singh Dhoni has been roped in to be the Brand Ambassador and Shareholder in Garuda Aerospace.

     

    Said Agnishwar Jayaprakash, Founder CEO of Garuda Aerospace is ecstatic about the development, “I’ve always been an Ardent Admirer of Mahi Bhai & to have him as a part of the Garuda Aerospace family is honestly a dream come true” said Agnishwar. He added by saying “Mahi Bhai is the epitome of Dedication & I firmly believe that having Captain Cool on our Cap table adds tremendous value which will motivate our team to perform better.”

     

  • Book on Pradeep Guha launched

    By Our Staff

     

    ‘Pradeep Guha The Legend I Know,’ a book commemorating the memory of the late media and advertising legend Pradeep Guha, was launched at event held in Mumbai, on June 5. The event also ushered in Guha’s birthday on June 6. He would’ve turned 70 today.

     

    The book carries short first-person accounts by leading lights from media, advertising, entertainment and fashion. It also has some of Guha’s school and college friends sharing little known insights about and events from Guha’s life as a rookie.

     

    Veteran adperson Piyush Pandey and former Miss Universe Lara Dutta presented facets of Guha’s personality and achievements in a light, nostalgic, freewheeling conversation on stage, which was followed by an unveiling of the book by Guha’s wife, Papia, son, Sanket, Jaideep Gandhi, Lara Dutta, Piyush Pandey and Satya Saran to mark the launc of the book.

     

    Guests were presented with a copy of the book and a memory candle specially created for the occasion. The candle was scented with Guha’s favourite fragrance, Fragonard.

     

  • Taking India for a ride!

     

     

    By Ranjona Banerji

     

    Ranjona BanerjiSomewhere in the offices of Bennett Coleman, there’s someone sitting and laughing.

    India is in the middle of a very embarrassing diplomatic incident and Times Now has to take responsibility for it. But. Ha ha ha.

    We went through this last week, when Times Now anchor Navika Kumar supported BJP’s National Spokesperson Nupur Sharma, who had abused Islam and the Prophet on national television. There was a backlash within India and Times Now distanced itself from Nupur Sharma and her comments.

     

    https://www.mxmindia.com/2022/05/ranjona-banerji-someone-trying-to-cover-their-nether-regions/

    What India did not know at the time is that within various Islamic nations in the Middle East and West Asia, there was massive anger building up. Indian goods were being removed from shop shelves, the Grand Mufti of Oman called for action, and then the diplomatic anger began. Kuwait, Qatar, Saudi Arabia, Bahrain, Iran and Oman are some of the nations which expressed their displeasure and some called Indian ambassadors for explanations.

    https://www.bbc.com/news/world-asia-india-61701908

     

    And then, the BJP and the Narendra Modi-led Union government behaved in a most remarkable manner. First, a statement was issued by the BJP distancing itself from statements by Nupur Sharma and Naveen Kumar Jindal, head of the media cell of the BJP’s Delhi unit. Then, soon after that statement, another one appeared suspending Sharma and expelling Jindal who had also made similar remarks.

    Sadly for Sharma, she had in between appeared on a BJP propaganda website claiming to her namesake that the BJP supported her all the way. She claimed assurances from people close to the Prime Minister that she was safe. Alas.

    The Times of India has covered the episode, Sharma’s sad humiliation and the anger in Islamic nations but has not mentioned its sibling, Times Now. Instead, the newspaper report said that Sharma made her unacceptable remarks in “a TV debate”.

    In its editorial, Times of India says: “That it took diplomatic censure from strategically and economically important Gulf countries for BJP to take action against two spokespersons, whose appalling comments on TV and Twitter have been known for days, says everything about how much political discourse has coarsened in this country”.

    It does not mention its colleagues in TV who actively supported and encouraged Sharma, let alone censuring or stopping her. The noxious Navika Kumar and the churlish, petulant Rahul Shivshankar are posterchildren for bigotry and Islamophobia. Both are the lynchpins of Times Now and set the tone. They have not paid any price yet for what they have set in motion. No responsibility, no action.

    The toxic “federal structure” excuse used by Bennett Coleman to justify its various platforms promoting opposing viewpoints is further amplified by a comment in The Economic Times. This pink paper feels that the Modi government is set on some great “development and wealth-creation mission” and thus “elements out of sync” – like Sharma and Jindal – must pay the price. It’s an intriguing thought process. By its own argument, the BJP must now get rid of Modi, Shah, Yogi Adityanath et cetera. It may also work if Times Now get rid of Kumar and Shivshankar who are certainly not bringing international glory to India.

    (I must thank communications and branding consultant Karthik, of the popular Twitter handle @beasoftraal for the juxtaposition of these two edits.)

    That India has egg on its face thanks to the BJP and its despicable bigotry is not surprising. Nor sadly is the fact the media which amplifies the BJP is actively involved in this national embarrassment.

    What is somewhat surprising is how quickly the BJP capitulated to pressure from these Islamic countries. Normally it hisses and spits venom at anyone who dares to question its rabid nature. Now suddenly, it rolls over and crawls away in abject apology? Could it be because India’s two biggest billionaires have massive business interests in some of these countries?

    Any media house going to take this up? Especially those laughing creatures at Bennett Coleman?

     

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

     

  • Sanjeev Kotnala: The Magic Eye Peep Hole Barrier 

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    The world is made up of Probortunities doors, and they can open both ways. They can be considered an opportunity or a problem as per the hue of the glasses. To know the truth, all one needs to do is open the door, step through it and embrace the new world.

     

    Sorry, It is not so simple even if you know the situation reasonably well. Even if one is supremely confident and charged enough to boldly open the door. There is always an element of doubt that stops us, and we hesitate and re-evaluate, leading to delays.

     

    Desiring Perfection And Certainties

    Magic Eye represents the desire for more information than available, thinking it will help make the right decisions and face uncertainties, some real and some assumed. In the cautious approach, one loses momentum, and the probortunity disappears. Everything seems to be a mirage. And no one knows what way the things would have moved.

    Remember, perfection is a myth, and there is never complete information or certainty in time, efforts and results. And hence, there cannot be a perfect decision. At best, it could be the best decision basis the information available and possible alternatives.

    The outside world is chaotic and in complete flux. At any given point if time, it is being pulled in multiple directions by the invested stakeholders while we stare at the door and think of the magic eye.

     

    Open The Door

    Mysteries are revealed when the door the opened. One will know if the door leads to opportunities, challenges, unchartered paths, problems, solutions, or something unknown only when the door is opened. The truth is that no one knows beyond the door unless one opens it.

    Naturally, anxiety takes over. Dark threatening clouds of uncertainties cast shadows of mistrust. Capability and compatibilities are questioned. Imaginary negativism raises its ugly hood making one doubt the potential and possibilities. In the process, the present gets overpowered and crippled by past experiences and future expectations. One forgets the task and the need to remain and live in the moment.

    Everyone wants to be sure, get guaranteed results, and be prepared for the future. The funny part is everyone knows that the future is vague, and no one has seen it. There is no way to predict, and the best experiences or education cannot guarantee it.

    Future is never in your hands. It takes shape at (n-1)th moment and dies immediately in the present. One gets so entangled in biases of past experiences that one stops living the moment. We forget that the future is a chase of uncertainties, and the past is a reservoir of experiences and learnings.

     

    Magic Eye

    Where there is a door, there is always a magic eye. Physical, metaphorical or imaginary. It facilitates a one-way vision into the possible future or past. It helps with what is there on the other side. But like every magic eye, it is a one-way window, and it can, at best, look back into the past. The magic eye does not help look at the future because the future does not exist in the present.

    Life’s magic eye is unlike what you find in the hotel rooms. It allows you to look back onto the corridor you walked before, and it does not allow the view to the inside of the room. Anyway, neither the vision nor the need for the vision is the same.

     

    We Seek Hints Of Possibilities

    Don’t get me wrong, but there are moments when keeping the door closed and ignoring the magic eye may be the best policy. Enjoying the comfort of dark uncertainties is more soothing. But, it will never last; it is not meant to last. A newly heightened awareness will surround with time, and one will hopefully act. One will start building own algorithms for the magic eye or absence of a magic eye.

    There are multiple doors of opportunities, problems, and challenges surrounding us in our professional and personal life. The magic eye is mounted on all these doors. So, expect to walk the corridor of life using a one-way magic eye. However, remember that your magic eye on the door of probortunities could be a senior, confidant, consultant, or colleague.

    Get comfortable with the vague future and amplified scenarios. Enjoy the beauty of inferred realities. At some stage and hopeful the right stage, one will move with a degree of uncertainty to open the door. Because stagnation is not life, movement is. So, the door will need to be opened at some stage, magic eye or not.

     

    Collective Push

    Most of us are happy to live with a collective failure than chase risky individual success. Hence we tend to democratically move and decide to look through a magic eye that cannot guarantee a 20:20 vision.

    A Simple magic eye gives a tunnelled vision. Some with experience can have a wide-angle view, hoping to catch the hidden clues at the edges. And, when it does not make sense, we ask experts to interpret the images.

    Detailed vision depends on many parameters. The height of the mounted magic eye. How early do we seek vision interpretations? How important is it to open the door and face uncertainties?

     

    Magic Eye Advisors

    People claim to interpret magic eye visions, and they can hopefully make sense of the magic-eye vision. However, they really don’t have skin in the game, and they don’t have to finally push the door open and take the step. They, too, suffer from the bias resulting from past vision interpretations, experiences, and expectations.

    The inexperienced person has an uncomplicated unbiased view, and they see hazy pictures. But, they are more open to taking the plunge with uncertainties. They know life to be uncertain, so they have a higher degree of acceptance of uncertainties.

    In corporate life, the magic eye promotes a cautious approach, collectivism of decision making and vision interpretations.

    Corporations expect a hostile competitive environment. And they want giant magic eyes or one with a better field of vision. This, in turn, gets reflected in risk-averse behaviour and procrastination, and the doors remain untested.

     

    Closing the Door

    There must be some merit in being bold and closing the magic eye, facing the uncertainties directly. In the process, defining and deciding which side of the door one wants to be. There are always multiple options.

    Playing to the inherent fear and being cautious, we try installing windows where the magic eye was. Sometimes, it does not makes any difference, and the magic eye and the windows remain ornamental.

    So trust me, it is more fun to ignore the magic eye, open the door, step outside and learn by experience than to be over cautious and try multiple magic eyes for the elusive insight. Multiple magic eyes could result in differential images combining to create a collage one may not be able to make sense of.

     

    Net-Net

    Ultimately, every one of us has to decide individually what to do with the magic eye mounted on our doors. Many are the victim of the magic-eye barrier. The magic eye-stopping them from moving forward. They know that it is time to close a few magic eyes in life and open a few more doors. But, then, as I said, knowledge and vision are not everything.

    The decision, as they say, is always yours.

    The magic eye is directional and a tool to help, not the crutches for you to ride.

     

     

  • Das ka Dum with Dr Bhaskar Das | It’s Best Friends Day today. As someone into offering mutually beneficial opportunities for salience for eons, how much of a role would you say does friendship play in revenue generation?

    Bhaskar DasOkay, the Best Friends Day idea is a bit stretched, but the role of relationships and friendships in revenue generation isn’t. Let’s hear it from Dr Bhaskar Das in the June 8 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 Best Friends Day. Or should we call it BFF Day. As someone who has been into offering mutually beneficial opportunities for salience (read adsales) for eons, how much of a role would you say does friendship and relationship play in revenue generation?

     

    A. Relationship is like another important capital for business or beyond business. If relationship is used as transaction, it yields less dividend than when it is used for forging a sustained partnership. Relationship is that lubricant which keeps the machinery of human existence going.

     

    Needless to say, that in a business context , it is not the only thing that acts a panacea for every challenge. But it certainly is a critical component, internally and externally, for a corporation to be successful.

     

    When one engages in a transaction with an individual/ business who goes beyond the mere call of duty, that act can lift the experience to a level of delight. I admit that when it comes to business, relationship can’t supersede logic and rationale for a decision, but it leaves a residue of satisfaction, post-execution. However, when it comes to personal relationships, irrational (not necessarily absurd) feelings dominate a life-long bonding with a significant other (I mean gender fluid). And that ‘significant’ need not be a life partner.

     

    So on this Best Friends/BFF Day, I wish you a great life and a great journey.

     

  • Indian Express & Isobar launch ‘News Beyond Views’

    By Our Staff

     

    The Indian Express and Isobar have launched a new initiative titled ‘News Beyond Views’.

     

    Said Heeru Dingra, CEO, Isobar India group: “The fundamental objective of journalism is to serve the people with news, opinions, comments, and information on subjects that matter in a fair, accurate and unbiased manner. Any media house cannot afford to lose sight of this obligation. This initiative by The Indian Express and Isobar India not only showcases their integrity towards the reader but will also inspire other news publications to follow suit.”

     

    Added Aalap Desai, CCO, Isobar India and Taproot Dentsu: “We believe that journalism is meant to be fair and honest, however, we don’t see this happening quite often. The responsibility then lies on our shoulders to make sure that every story covered reaches every reader. Our commitment to that kind of responsibility drove us to develop News Beyond Views. The germ and the beauty of the idea is that it is simple and a modern way of doing our job as a news corporation. When journalism of courage meets the simplicity of innovation, no news will miss the spotlight.”

     

  • India Shining, in Adspend Growth Projections

     

     

    By Our Staff

     

    India is in fifth place of adspends, accounting for 4.6% of the growth this year, even though it is only the twelfth-largest ad market. India will be the fastest-growing market in percentage terms, expanding by 20.8%, driven by election advertising and the resumption of festivals that were cancelled at the height of the pandemic.

     

    Jai Lala
    Jai Lala

    Said Jai Lala, CEO, Zenith India: “India continues to have a robust AdEx growth on the back of Digital and TV. Key categories continue to be led by FMCG and the new app-based clients in the area of Fintech, Edutech, Foodtech amongst others.”

     

    Global adspend is forecast to increase by US$58 billion in 2022, rising to US$781 billion from US$723 billion in 2021. Most of the new ad dollars will come from the US, which is forecast to expand by US$33 billion in 2022, driven by continued, rapid digital transformation, accounting for 57% of all the money added to the ad market this year. China, Japan, and the UK come next, supplying 9.1%, 6.2%, and 5.8% of new ad dollars, respectively.

     

    Global advertising expenditure is forecast to grow 8.0% in 2022, according to Zenith’s latest Advertising Expenditure Forecasts report, published today (June 8). This represents a minor downgrade from the 9.1% growth rate Zenith published in December 2021. Growth will be supported by the Winter Olympics, mid-term US elections and soccer World Cup, which for the first time will take place in the most advertising-intensive period of the year in the run-up to Christmas. Faced with this tough comparison, growth will slow to 5.4% in 2023, before the Summer Olympics and US presidential elections help boost it to 7.6% in 2024.

     

    Zenith’s forecasts for North America, MENA and Western Europe this year are unchanged at 12%, 7% and 6% growth respectively. Latin America was downgraded slightly from 9% to 8%, but Asia Pacific was upgraded from 6% to 7%, thanks to a very strong performance from India. Severe disruption in Russia and its closest trading partners after the invasion of Ukraine will lead to a 26% decline in adspend in Central & Eastern Europe, even though most other markets in the region will continue to grow.

     

    Adspend has remained on track despite the macroeconomic headwinds that emerged this year. High inflation, concentrated in essentials like heating, petrol, and food, is forcing consumers to reprioritise their spending, particularly the less well-off, and has led to a drop in consumer confidence. But for now, consumer spending continues to grow, as consumers demonstrate their strong appetite for the travel and entertainment experiences that were denied to them over the pandemic. Business confidence is generally high, and corporate investment is rising, and there is little evidence of widespread cost-cutting.

     

    Higher prices in traditional channels accelerate shift to digital alternatives

    The sustained growth in demand from advertisers is pushing up media inflation, particularly in television, where the supply of audiences is falling steadily as viewers switch to alternatives. Price rises vary widely for different audiences in different countries, but the global average cost of television advertising across all audiences is expected to rise by 11%-13% this year. Online video prices are expected to increase by about 7%, although in this case the supply of audiences is rising. Other digital channels where supply is climbing and volumes are flexible are inflating only modestly, with 3% average price rises forecast for social media and other digital display. Out-of-home and radio prices will go up about 4% this year, while print prices will remain stable, because demand for advertising in printed publications is falling as rapidly as readership.

     

    Brands that simply buy broad audiences to achieve reach targets will not be able to avoid having to spend more to reach the same audiences. But brands that use first-party data to identify their most profitable customers, and combine it with third-party data to target their best prospects in the most efficient channels, will be able to mitigate much of the effect of media inflation. The huge and growing volume of digital content consumption is making it more effective for brands to scale by aggregating digital audiences. Zenith predicts 62% of ad budgets will be spent on digital media in 2022, up from 59% in 2021, and that this proportion will reach 65% in 2024.

     

    “In a world where trading is becoming dominated by auctions, competitive advantage is achieved not by scale, but by data,” said Ben Lukawski, Global Chief Strategy Officer, Zenith. “Inflation will hit cheap reach buyers hard, but brands that make smart use of their data will manage costs and grow their business at the same time.”

     

    Online video overtakes social media as the fastest-growing channel for the first time in past decade

    Online video is now predicted to be the fastest-growing channel over the next three years: Zenith forecasts it will grow 15.4% a year on average between 2021 and 2024, driven by the rapid development of connected TV, ad-funded video-on-demand, streaming and other video formats. Connected TV is now a mainstream video platform in the US, with a higher penetration than cable TV, and is becoming established in other markets, especially in Western Europe and Asia Pacific. The introduction of cheaper ad-funded tiers by SVOD services like Netflix and Disney+ will boost growth further by providing new high-quality environments for brand communication. Mixed video-on-demand models that combined subscriptions with advertising will also help online video audiences continue to grow across the world by recruiting consumers unwilling or unable to afford the growing roster of subscription-only services. Zenith expects online video adspend to rise from US$62 billion in 2021 to US$95 billion in 2024.

     

    Online video will overtake social media, the fastest-growing channel for the previous nine years. Social media adspend (which includes video ads in social media feeds) is still forecast to grow at an average rate of 15.1% a year between 2021 and 2024, propelled by rising competition among platforms that is driving continued innovation on formats and closer integration with commerce. Meta’s share of social media adspend outside China has been falling steadily since it peaked at 89% in 2019, reaching 85% in 2021 as TikTok, Snapchat, LinkedIn and Pinterest gained market share. Zenith forecasts social media adspend will rise from US$153 billion in 2021 to US$187 billion in 2022, when it will account for 25% of expenditure on advertising across all media.

     

    Cinema and out-of-home will take third and fourth place among the fastest-growing media, averaging 11.9% and 8.0% annual growth between 2021 and 2024 respectively. These are still recovering from the deep losses they suffered in 2020 and 2021 when cinemas were closed, and consumers were confined indoors. Cinema and out-of-home have a lot of ground to make up, however, and are taking their time to do so. Many brands that were forced to find alternatives, often digital, have found them effective, and see little need to shift their budgets back again. Zenith expects cinema adspend to reach US$3.9 billion in 2024, well below its pre-pandemic level of US$4.8 billion in 2019, while out-of-home will reach US$45.0 billion in 2024, exceeding the US$42.3 billion it achieved in 2019 for the first time.

     

    Linear television advertising is forecast to grow by 1.1% a year on average between 2021 and 2024, from US$173.6 billion to US$179.2 billion, as price rises continue to compensate for loss of audiences. This ongoing decline in reach and efficiency will drive brands to digital channels, however, including online video. Television’s share of total adspend is forecast to fall from 24.6% in 2021 to 20.8% in 2024, while online video’s share increases from 8.8% to 11.1%.

     

    “Online video is growing by creating new opportunities for building brand awareness, complemented by social media’s capacity for cost-effective targeting with low barriers to entry,” said Jonathan Barnard, Head of Forecasting, Zenith. “Online video is steadily narrowing the spending gap with television, and will be half as large as television by 2024.”

     

  • Havas strengthens creative management team

    By Our Staff

     

    Arthi Basak
    Arthi Basak
    Esha Datta
    Esha Datta
    Sougata Kundu
    Sougata Kundu

    Havas Worldwide India (Creative) has strengthened its strategy and account management leadership with senior appointments. Arthi Basak has joined as EVP & Planning Head – West and Esha Datta and Sougata Kundu have been roped in as Vice President, Client Servicing. While Arthi and Esha will be part of the Havas Mumbai office, Sougata will work out of Havas Gurgaon.

     

    Manas Lahiri
    Manas Lahiri

    Commenting on the appointments, Manas Lahiri, Managing Director, Havas Worldwide India (Creative), said: “Havas Worldwide is currently at a very interesting growth stage with a client roster of well-established traditional as well as many new-age brands. Marketers are now increasingly seeking our expertise in creating cutting-edge, innovative solutions that are strategic, tactical, and out-of-the-box. With Arthi, Esha and Sougata on board, we will be able to further strengthen our client partnerships.”

     

  • Himalaya launches new equity campaign

    By Our Staff

     

    Himalaya Wellness Company has launched a new equity campaign that inspires consumers across age groups to prioritise health and wellness. The campaign brings to life Himalaya’s vision of “Wellness in Every Home, Happiness in Every Heart.” The campaign is created by FCB Ulka and production is by Gulliver Motion Pictures.

     

    Speaking on the campaign, Rajesh Krishnamurthy, Business Director – Consumer Products Division, Himalaya Wellness Company, said: “At Himalaya, we believe that wellness is the real happiness. This brand film reiterates our commitment to creating awareness on the role of wellness for healthy and happy living. Himalaya has pioneered and developed a range of head-to-heel consumer products, reinforcing our vision of Wellness in Every Home, Happiness in Every Heart.”

     

    Added M. Damodaran Nair, President and Head of Office (FCB Bengaluru): “Over the past couple of years, we’ve all realised the importance of health and wellness in some way or the other. It was the right time for a brand like Himalaya, which has pioneered wellness and built its legacy for over 90 years, to reiterate the role of wellness in our daily lives. The old saying ‘health is wealth’ has never been truer, and Himalaya goes one step further to say, ‘wellness is true happiness.”

     

     

  • Wunderman Thompson creates film for Tata Tiscon

    By Our Staff

     

    Tata Tiscon has released a new digital film on World Environment Day. The campaign which has been rolled out under the Tata Tiscon Go Green, the sustainability initiative by the brand, encourages people to act responsibly towards their environment.

     

    The film, conceptualised by Wunderman Thompson Kolkata,  is the centrepiece of a larger campaign, #ItsOurNature.

     

    Commenting on the brand’s new content, Satyajit Maity, Chief of Marketing and Sales, (Branded Products & Retail), Tata Steel, said: “Tata Tiscon is not just India’s largest home building brand, it is India’s 1st rebar brand to receive GreenPro certification. It’s our nature to care for the environment through our processes, products and communications.  We are also dedicated to promote this message across the value chain and stakeholders we touch upon. We are running a campaign on our online early inspiration and home building platform – Tata Steel Aashiyana where we are planting a sapling on every purchase made by our consumers through our online portal.”

     

    Added Arjun Mukherjee, VP & Senior ECD, Wunderman Thompson, Kolkata: “As a species, we humans, have cared and nurtured ourselves for thousands of years against all kinds of hostilities and today we rule the Earth. But now is the time to see the environment threat as real and once again do whatever it takes to ensure our own survival.”