MxMIndia

Author: mxmadmin

  • Initiates 'Chalo, School Chale' drive

    NSDL reaches out to school students in campaign

    By Our Staff

     

    National Securities Depository Limited (NSDL) announced the launch of a special campaign ‘Chalo, School Chale’ to reach out to school students across Mumbai, Ahmedabad, Chennai, Delhi, Guwahati, Kolkata, Mangaluru, Sindhudurg and Thane. The programme was initiated from Agarkar Night School and Worli Night School in Mumbai and will be taken to semi-urban areas like Shahapur, Palghar, followed by other cities.

     

    Notes a communique: “Under this campaign, NSDL will provide school kit to less privileged students to fulfil the basic educational needs. The kit has been specially designed by NSDL to suit the needs of students between standard 1 to 10. It includes essential items such as school bag, notebooks, compass box, pencils etc.”

     

  • We can expect that the second half of 2022 will not be short of fireworks, writes Shailesh Kapoor

    2022: Six Months & Counting

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorJust like that, we are already into the second half of 2022. It’s been a somewhat unusual year for the Indian entertainment business. The last two years have been heavily impacted by the pandemic, but 2022 has had a more ‘normal’ feel to it, and that itself has been refreshing.

     

    The maximum action was seen on the theatrical front, with a slew of new releases seeing audiences go back to the theatres in big numbers across India. K.G.F: Chapter 2 and RRR have been huge success stories, with the latter finding enhanced fan following in the US after its Netflix release in May. The Hindi theatrical market, which has struggled for two years now, saw sporadic success beyond the dubbed versions of the two blockbusters mentioned above. The Kashmir Files, Bhool Bhulaiyaa 2 and Gangubai Kathiawadi got the audience, while several other films, including big-ticket Akshay Kumar starrers Bachchhan Pandey and Samrat Prithviraj, struggled at the box office.

     

    In the first six months of the year, Hindi language’s share of the domestic gross box office stands at about 35%, down from 44% in the pre-pandemic year (2019), but up from 27% in the two pandemic years put together (2020-21). The twist in the tale is that a staggering 43% of Hindi box office in Jan-Jun 2022 has come from Hindi dubbed version of South Indian films.

     

    While theatrical films grabbed the headlines, this half-year period has been somewhat muted for the streaming category. There has been a spate of new launches across platforms, but very few have achieved unqualified success. Rudra (Disney+ Hotstar), Panchayat S2 (Prime Video) and Aashram S3 (MX Player) crossed an estimated viewership of 25 Million audience in India, while Rocket Boys and the recently-launched Suzhal: The Vortex have received widespread critical acclaim.

     

    News of Netflix struggling to grow its subscriber base, worldwide and in India, continued to surface every few weeks in this half year. Big brands can sometimes feel the burden of giant expectations they set for themselves, and Netflix currently faces this challenge on the global front.

     

    As usual, there wasn’t much in the television content space to write home about. A deftly-executed season of Shark Tank India was noticed and appreciated, but its success was largely streaming-centric, as the show failed to find a sizeable audience on linear television.

     

    While there was little action on the content side, the TV industry was not short of action on the industry side, with the return of the news ratings, and the subsequent mad rush we witnessed, in which almost every news channel staked a claim at the no. 1 position. February was the elections month that saw five states, including Uttar Pradesh and Punjab, go to the polls. News channels had enough on their plate to keep themselves busy, including controversies around several prominent anchors.

     

    But the big media story of the first half of 2022 is the astronomical price for which the IPL broadcast rights were sold. The auctions place IPL unquestionably at the top position on the list of the most powerful media brand in India, in a year that also saw two new teams make their IPL debut, one of which went on to win it.

     

    If the first half of the year is any indication, we can expect that the second half of 2022 will not be short of fireworks.

     

  • It's our customary end-of-the-quarter question. Here's Dr Bhaskar Das in the July 1 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | It’s July 1, and the end of the first quarter of FY 2022-23. Your view on Q1 for A&M&E?

    Bhaskar DasIt’s our customary end-of-the-quarter question. Here’s Dr Bhaskar Das in the July 1 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 July 1, and the end of the first quarter of FY 2022-23. Your view on Q1 for A&M&E

     

    A. Guesstimate is a difficult exercise , when hard facts aren’t available with me for all A&M&E companies. The first quarter has gone well for most companies albeit at different percentile growth, depending on the individual brand’s competitive position and contextual perception, reach and richness ( including reputation). A brand can be in  growth curve in a decling industry or a brand can be in a decling mode in a growing industry. That’s where management and leadership skills make the difference.

     

    I think the second quarter would be positive too, inspite of a looming apprehension of stagflation in India and the world,  “slowbalization” as an offshoot of geo-political complexities  and environment led uncertainties. The ensuing festive season and the reality of Indian growth story can act a positive tail wind for the industry.

     

  • To execute communication plans for the brand

    Advent PR secures communication mandate for Hygiene Plus

    By Our Staff

     

    Advent Public Relations, a Delhi-based PR agency, has bagged the communication mandate for Hygiene Plus Pvt. Ltd. The agency will be in charge of organizing, executing, and administering Hygiene Plus’s innovative and strategic communication plans.

     

    Talking about the association, Gautam Kanodia, Managing Director, Hygiene Plus Pvt. Ltd. said: “Hygiene Plus has become a credible brand name itself within its industry over a short span of time. With our assertive growth prospects for the years ahead, we were looking to work with a PR agency that could use their acumen to deliver us integrated marketing communication solutions, in line with our brand vision, and enable us to connect with our diverse customers across different platforms. We needed someone who could advise us on how to improve the firm’s brand image and Advent PR came up with decisive solutions. We are certain that they will effectively position our brand in the market by creating a recall value among the customers.”

     

    Added Kheman Kumar, Director, Advent Public Relations Pvt. Ltd.: “We are delighted to announce that we have been selected as Hygiene Plus’s ideal PR and brand communications agency. At Advent PR, we aim to provide the finest service possible to our clients, and we are convinced that as their valued communication partners, we will support them in their mission and assist them in meeting their objectives. We are eager to work with Hygiene Plus to assist them to create and achieve their goal of expanding their business to new levels.”

     

  • Set up booths to enable consumers experience the freshness of the soap

    Cinthol uses virtual reality to boost brand in AP and TG

    By Our Staff

     

    Cinthol soap has launched a new campaign for Andhra Pradesh and Telangana. The brand set up booths equipped with virtual reality headsets that enable consumers from these areas to experience the freshness of Cinthol via innovative technology. This creative campaign is a step towards connecting with consumers while offering a unique technology in villages. This has fostered people to strengthen the brand’s affinity with freshness.

     

    Commenting on this consumer outreach initiative, Somashree Bose Awasthi, Chief Marketing Officer, Godrej Consumer Products (GCPL) said: “In Andhra Pradesh and Telangana Our aim was to connect with communities and make them Cinthol’s lemony freshness with a touch of technology and virtual reality. Through this Initiative, Cintholis striving to innovate the manner in which brand communicate with consumers.  We are striving to leverage technology to provide a novel Fresh experience in towns, villages and give our consumers a meaningful connection to Cinthol.”

     

  • To be hosted by director Rohit Shetty and Thums Up as sponsors

    Colors to launch ‘Khatron Ke Khiladi 12’

    By Our Staff

     

    Colors is back with the 12th season of its premier show ‘Khatron Ke Khiladi’. It will be hosted by director Rohit Shetty and is produced by Endemol Shine India.

     

    Said Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18: “At Colors, it has been our continuous effort to deliver variety content through our fiction and non-fiction properties.  In the reality entertainment segment, we have pioneered different genres over the years that include dance, singing, talent, voyeurism, and we are once again delighted to bring back our action-based show Khatron Ke Khiladi. Last season the show broke significant records by becoming the no.1 Non-Fiction show in the Hindi GEC space and has received immense love from the viewers and sponsors alike. The excitement amongst the fans is palpable and we are looking forward to a super, action-packed new season,”adding: “We are elated to continue our partnership with Maruti Suzuki as our presenting sponsor, and welcome on board  ‘Charged’ by Thums Up as the powered by sponsor along with Ching’s, Amazon Prime and Hershey’s Kisses as the associate sponsors.”

     

    Added Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment, Viacom18: “Khatron Ke Khiladi presents a unique blend of action and entertainment that the viewers so eagerly look forward to every season. We are thrilled to return with another power-packed and adventurous season with the action maven Rohit Shetty as the reining host. He has been an integral part of the show and he will be adding his personal touch and expertise to some of the featured stunts. The new season will have many adrenaline-surging stunts performed by 14 feisty and popular mix of contestants. This time the contenders will be seen exploring new arenas of Cape Town  which will test their mental and physical tenacity like never before.”

     

    The show will air on Saturdays and Sundays at 9pm.

     

  • Why should a collapsing town in the Himalayas be of any interest? Ranjona Banerji

    Ranjona Banerji: Does the media care about the environment?

    Ranjona BanerjiBy Ranjona Banerji

     

    The fall of the MVA Government in Maharashtra and the anointment of Eknath Shinde as chief minister has many consequences for Indian democracy.

     

    And it also has one for the environment. Yawn, yawn, go most readers and most journalists.

     

    Climate change. Environmental damage. Wildlife protection. All these words. Against progress, development, human growth.

     

    Here’s a headline in Hindustan Times for you:

    Top tagline: “First Cabinet decision”

    Headline: “Car shed back at Aarey: Fadnavis shows who rules”

    To me, the tone sounds like someone at a newsdesk crowing with excitement. The collapse of Mumbai’s main green lung is imminent. Yaaay! It shows who’s boss! Yaay! Fadnavis rules again! Yaay!

    Am I being unfair? The copy is more matter of fact than the headline. But it does not – for the first few paragraphs anyway – lay out the loss that Mumbai will suffer from the destruction of forests to build a storage depot for the Mumbai Metro Railway.

    Here in Uttarakhand where I live, it’s a daily struggle. Some parts of the media, notably the local edition of The Times of India, have been remarkably supportive of efforts to protect and restore our fast-vanishing green cover.

    So far, the environmentalists – and therefore the planet and all its inhabitants – have lost every battle. Trees, forests hacked for roads, river beds built upon, tunnels dug. The courts have been happy to go along with this “master plan” despite the consequences.

    The devastating results are around us as well: landslides, flash floods, dam bursts, deadly accidents. And will get worse during the monsoon when heavy rains are forecast.

    It has already begun. Heavy rainfall has led to terrible road accidents. Landslide debris fell on a car and a vehicle fell off the road, both leading casualties. Here’s the response from Nitin Gadkari, our Union minister for road transport and highways: the hills should have more roads and more double lane highways.

    The basics are lost here: the Himalayas are fragile. They are collapsing under the weight of human activity.

    Literally.

    The town of Joshimath, which lies between two hydroelectric projects both of which were damaged by the glacier burst of 2021, is sinking. This information is not new. It’s just getting worse.

    https://timesofindia.indiatimes.com/city/dehradun/uttarakhands-joshimath-will-sink-if-excavation-not-stopped-scientists/articleshow/92532896.cms

    The link above is from two days ago.

    The link below is from nine years ago.

    https://www.thehindu.com/news/national/other-states/joshimath-villages-sinking-due-to-hydel-project-say-locals/article5501714.ece

    Almost everything which the locals predicted in 2013 took place. The two projects mentioned were practically destroyed in 2021.

    Is this headline news anywhere?

    I understand. There is so much happening. Political chicanery in Maharashtra. Continued persecution of religious minorities and Dalits. Unprecedented attacks on fundamental rights of journalists and activists. Communal violence. A further collapsing economy. Rupee falling. Trade deficit widening. External debt growing. And for the mainstream media, the most important of all: how to go gaga with excitement over the Prime Minister’s foreign visits.

    Why should a collapsing town in the Himalayas be of any interest?

    Especially when an expert committee of scientists feel that the factors behind the collapse of Joshimath include the Char Dham Yatra road, the Tapovan-Vishnugad hydro power plant and rapid urbanisation?

    All these, after all, are treasured projects of those on high who rule our lives and the future of a pliant media in India.

    But I do understand.

    Environmental protection is boring.

    Politics is exciting.

    Forests being destroyed is exciting.

    Animals suffering is exciting.

    Greenhouse gases are exciting.

    Pollution is exciting.

    Landslides are exciting.

    People dying in accidents because of landslides…

    O no! Surely not?

    That’s the media for you.

    Hashtag what is this nonsense. Shrug emoji.

     

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

     

  • To headline maiden TVC campaign for India tour of the West Indies

    Shastri is brand ambassador of FanCode

    By Our Staff

     

    Ravi Shastri has become the new brand ambassador for FanCode,  digital sports destination. Shastri will bring out FanCode’s ‘fan-first’ proposition by leading the upcoming campaigns for these properties.

     

    Welcoming the new ambassador, Yannick Colaco, Co-Founder of FanCode, said: “We are delighted to have Ravi Shastri onboard as our brand ambassador. Ravi is one of few sports personalities who has experienced success as a player, a coach and a broadcast analyst, and this has helped him develop a deep connection with casual and die-hard sports fans alike.”

     

  • Aimed at giving 'visibility' to Indian small business

    GoDaddy launches new campaign

    By Our Staff

     

    GoDaddy has launched a new India marketing campaign focusing on the benefits of creating an online presence.

     

    Speaking on the campaign, Nikhil Arora, VP & MD, GoDaddy India, said: “At GoDaddy, we aim to bring small, micro, and medium businesses across India, online. With rapid digitisation, we encourage business owners to think about new avenues to be seen by consumers as they build a website and create an online presence for their business. The campaign is our way of raising awareness with  India’s SMBs and MSMEs to make the most out of having an online presence. We want to encourage women entrepreneurs to take the plunge with entrepreneurship and make an impact in their local area and around the world. At GoDaddy we aim to uplift the spirits of entrepreneurship and helps them to create, grow and manage their businesses with the help of our online tools and services .”

     

  • To formulate go-to-market strategies

    UpGrad appoints Rakesh Raju as Director of Brand Marketing

    By Our Staff

     

    Rakesh Raju
    Rakesh Raju

    Strengthening its leadership team, UpGrad, the edtech firm, has announced the appointment of Rakesh Raju as the Director of Brand Marketing. In

     

    Welcoming Raju to his new role, Ankit Khirwal – Head of Marketing, UpGrad said: “We are elated to have Rakesh Raju on board. His business prowess and experience in leading brands’ marketing efforts make him an ideal choice for UpGrad, especially at a time when we are growing by leaps and bounds and such strategic hirings shall further help us to drive maximum campaign-performance efficiencies.”

     

  • The global comparisons across different segments makes the PWC report an interesting read, writes Indrani Sen

    Indian M&E CAGR 8.8%, nearly twice that of global

    Note: 2021 is the latest available data. 2022–2026 values are forecasts.
    Source: PwC’s Global Entertainment & Media Outlook 2022–2026, Omdia

     

     

    By Indrani Sen

     

    Indrani SenPWC’s 23rd annual Global Entertainment and Media Outlook released on June 23, 2022 shows that globally after a setback in 2020 due to the pandemic, the entertainment and media industry is set on a steady path of recovery with a CAGR of 4.6% during 2021-26 to reach a market size of US$ 2.9 trillion in 2026 as shown in the chart below.

     

    Under the title “Fault lines and fractures: Innovation and growth in a new competitive landscape” the report says: “But amid all the unpredictability, there is greater clarity about the overall trends of the market and the forces driving growth, and a better understanding of the fault lines and fractures that are altering the entertainment and media landscape.” It is worth quoting another interesting observation “But the stable overall growth pattern masks an underlying volatility. It is clear that the pandemic accelerated changes in consumer behaviour and digital adoption in ways that will affect future growth trajectories. Some of the sectors that saw immense gains amid the pandemic will not be able to sustain that growth, while others will continue to build from their higher bases.”

     

    Turning its focus to India, the PWC report has made some interesting predictions. The Indian media and entertainment industry is expected to reach INR 4,30,410 by 2026 growing at a CAGR of 8.8%, nearly double the global CAGR of 4.6%. Deeper penetration of internet and mobile devices along with the roll out of 5G over next five years, are expected to fuel the growth of digital media and advertising while the traditional media, particularly TV will continue to hold a steady growth rate.

     

    Let us take a closer look at the new media sector.

     

    In terms of growth, India’s total video games and esports segment leads the media pack increasing at a CAGR of 18.3% from a revenue of INR 16,200Cr in 2021 to INR 37,535Cr in 2026. Given the size and population of India, it is comparatively a small market for video games and e-sports. Dominated by social and casual gaming, India currently is the third fastest-growing video games market in the world, after Turkey and Pakistan.

     

    The OTT segment will have the second highest growth with a CAGR of 14.1% and will touch a total revenue of INR 21,032 crore in 2026. This growth will mostly be driven by various subscription services accounting for 90.5% of revenue in 2021 with a forecast to account for 95% of revenue in 2026.

     

    OTT will be followed closely by the internet advertising with a 12.1% CAGR to reach INR 28,234 crore in 2026. Within the segment the mobile sector accounted for 6 0.1% of the total revenue in 2021 which is expected to increase to 69.3% in 2026.

     

    India’s TV advertising market saw a -10.8% decline in 2020 over the 2019 levels due to the pandemic, but recovered in 2021 with a 16.9% growth to INR 32,374 crore. The market is predicted to grow at a 6.3% CAGR to reach INR 43,410Cr by 2026. According to PWC, this will make India the fifth-largest TV advertising market globally, after the US, Japan, China and the UK.

     

    The total newspaper revenue is predicted to grow at a 2.7% CAGR from INR 26,378Cr in 2021 to INR 29,945Cr in 2026. India will become the fifth-biggest newspaper market by 2026 overtaking France and UK. Interestingly, in spite of a low CAGR, India will be the only country globally to grow total newspaper print revenue consistently across the 2020-26 period. During this period, India will also be the only country to grow daily print newspaper copy sales (by volume) at a 1.3% CAGR.  By 2026 India is expected to have 139mn daily average print newspaper sales, one-third of the global daily total earning the distinction of the biggest world market for print putting China in the number two position.

     

    Among the other smaller media and entertainment segments, India’s music, radio & podcast segment grew at 18% in 2021 and is expected to grow at 9.8% CAGR to reach INR 11,536Cr by 2026. The subsegment recorded music industry will continue to make steady progress at a CAGR of 13.6%, thanks to audio streaming platforms and touch INR 4,849Cr by 2026. In comparison, live music industry continues to remain small.

     

    India’s out-of-home (OOH) advertising market is predicted to grow at 12.57% CAGR to reach INR 5,562Cr in 2026. In 2020 this segment faced the biggest fall in revenue globally, however, it also recovered spectacularly in 2021 by 63.4% over the 2020 levels to INR 3,076 crore.

     

    As far as cinema industry is concerned, India was the third-biggest market globally in terms of ticket sales after China and the US in 2021 and is expected to grow at the highest growth rate of 38.3% CAGR during 2020-26 to reach INR 16,198 Crore in 2026. It should be noted that in 2021, the number of total tickets sold was still much below the pre-pandemic level. In terms of advertising revenue, the share of cinema advertising is miniscule due to the inherent problem of building reach and OTS through the medium, though the big screen impact offered by cinema is undeniable.

     

    To sum up, the Indian media and entertainment industry seems to be running on a healthy track with various prospects of creating new world records. Compared to various other such industry reports, the global comparisons across different segments makes the PWC report an interesting read.

     

  • A soft start to the week with a question that's pertinent, we would say. Here's Dr Bhaskar Das in the July 4 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Happy World Biryani Day! Other than give marketers an opportunity for some promotions, do these ‘days’ really matter?

    Bhaskar DasA soft start to the week with a question that’s pertinent, we would say. Here’s Dr Bhaskar Das in the July 4 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. Happy World Biryani Day! Other than give marketers an opportunity for promotions, do these ‘days’ really matter? So are you planning to have a biryani today? Now don’t give us a philosophical: the world is a biryani!

     

    A. HWBD is nothing but a gimmick to create another day for celebration-led consumption. There is nothing wrong in doing so. But I am no fad-o-manic. So no biriyani to satiate my palate. Incidentally, the world isn’t a Biriyani, even philosophically. World is more akin to a thali with all varieties, spicy and sweet. It’s ultimately not about a day. It is about escapism from the drudgery of daily grind.