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  • The first half of 2022 has seen its fair share of hits and misses on the streaming front. Shailesh Kapoor picks five Indian originals that made a mark in H1/2022

    2022 So Far: The Best of Indian Streaming

     

     

     

    By Shailesh Kapoor

     

    Shailesh Kapoor2022 is more than halfway through, and even as the pandemic lurks around, the year has a semblance of normalcy to it, something we have not felt since 2019. The entertainment narrative in the pandemic years was largely centered around streaming (direct-to-OTT) content. This year, the conversation has shifted significantly to theatrical films, with the release of some big blockbusters, especially in Telugu, Tamil and Kannada languages.

     

    But streaming content continues to build a wider audience base, and is now a flourishing parallel industry that’s hard to not take notice of. The first half of the year has seen its fair share of hits and misses on the streaming front. Here’s my choice of five Indian streaming originals that made a mark in Jan-Jun 2022:

     

    5. A Thursday (Disney+ Hotstar)

    There haven’t been too many direct-to-OTT films that have made a mark this year, as the best content has been released theatrically first. But the Feb 2022 Hotstar thriller A Thursday, headlined by Yami Gautam Dhar, got the audience attention like no other film could. With an estimated viewership of 25.5 Mn, it is the most-watched streaming original film in India this year, ahead of the more-hyped Gehraiyaan. The thriller, with a very relevant message in the last act, may end up being the biggest direct-to-OTT film of the year too, given that streamers are now shifting their focus firmly to series than films.

     

     

    4. Gullak S3 (Sony LIV)

    Gullak is a partnership between a platform (Sony LIV) and a producer (TVF) who are both recognized for some excellent work in the streaming space over the last few years. The show revels in its simplicity and the ‘aam aadmi’ connect, making it stand out in a category that’s still driven by a predominantly cosmopolitan outlook. There has been amazing consistency across the three seasons of the show, in terms of character portrayal, the quality of humor, and the overall tonality of the show itself. One hopes the fourth season is round the corner, because the show’s growing fanbase is eagerly anticipating it.

     

     

    3. Suzhal: The Vortex (Amazon Prime Video)

    Created by Pushkar-Gayathri, of Vikram Vedha fame, crime thriller Suzhal has managed to find an audience outside its native (Tamil) market, despite the setting of the story setting being rooted in the local culture. The streaming category has made the language barrier a lesser factor over the last two years, and we can expect more shows like Suzhal to break through in the Hindi market in the coming months.

     

     

    2. Rocket Boys (Sony LIV)

    Rocket Boys, a biopic that traces the life of Homi Bhabha and Vikram Sarabhai, is a masterful recreation of an important chapter in modern Indian history. But it’s not the historical significance that makes the show so delightful to watch. Rocket Boys, created by Abhay Pannu, has an irresistible vibe, as it seamlessly blends humor with drama, romance with history, and irreverence with a sense of responsibility. Imaginative casting is one of the show’s strengths, and Jim Sarbh as Bhabha is particularly outstanding.

     

     

    1. Panchayat S2 (Amazon Prime Video)

    Panchayat is the second TVF show on this list. TVF’s strong presence on any Indian streaming list is a given, given the consistency of their offering over a few years now. Unlike Gullak, which has a more homely and next-door vibe, Panchayat has a certain cinematic quality to it, despite its simple, almost innocent, imagery. You can sense that this show is going to only get bigger and more ambitious with each season, because it’s uniquely wry style of giving social commentary is some sort of an acquired taste.

     

  • Film features actor Nauheed Cyrusi

    FreshToHome launches campaign for new range of snacks

    By Our Staff

     

    Online marketplace for meat and seafood FreshToHome has launched a campaign to introduce  a new range of Ready-To-Fry (RTF) meat snacks on its platform.  The campaign has been conceptualised by creative agency Action & Co. and the main film features actor Nauheed Cyrusi.

     

    Said Shan Kadavil, Founder, FreshToHome: “We are proud and excited to introduce on our platform India’s first clean label Ready-To-Fry meat-based snacks, catering to the ‘choti bhook’ and munching needs of our consumers. Since the RTF category is a huge opportunity, we wanted to launch snacking options that are differentiated from the market. And the best approach was to launch a range which embodied the FreshToHome promise of #nochemicals, #nopreservatives and #noshortcuts while delivering a superior taste experience. It is our commitment to give our consumers a clean label product sans E numbers without compromising on quality and taste unlike most snacking brands having E numbers (denotes food additives) displayed inconspicuously at the back of the packaging.”

     

    Added Viduthalai Marudachalam, founder, Action and Co.: “Ready To Fry category in itself, is intensely competitive. So, to ensure a clutter breaking conversation, we had to curate a thought, that’s not only fresh but would also bring out the nascent truth of the product. That’s when the idea of ‘fresh crunch’ was born. A unique audio first beat that substantiates the sound of a fresh bite! This seamlessly allowed us to integrate the product truth of a clean label with no preservatives. It’s a fun way to encourage healthy snacking. Overall, it’s peppy, sticks to our mind and serves the purpose.”

     

     

  • To spearhead the regional marketing team

    Apollo Tyres appoints Vikram Garga as Group Head, Marketing

    By Our Staff

     

    Vikram Garga
    Vikram Garga

    Apollo Tyres has appointed automotive industry senior Vikram Garga as Group Head, Marketing for the Asia Pacific, Middle East & Africa (APMEA) region. Garga would be spearheading the regional marketing team and would be responsible for marketing and product strategy for all product categories, dealer programmes, brand positioning and monitoring performance in conjunction with sales.

     

    Commenting on his appointment Satish Sharma, President, Asia Pacific, Middle East and Africa (APMEA), Apollo Tyres Ltd said: “Vikram joins us in a senior leadership role for the region, and given his strong track record of providing strategic and operational leadership in FMCG and Automotive Industry, he would be a key asset for us going forward.”

     

  • A strategic tie-up between Havas and Kolkata-based QED

    With QED in tow, Havas Group India eyes East

    By Our Staff

     

    L-R Manas Lahiri, Rana Barua and Anisha Singh Motwani

    Paris-headquartered advertising conglomerate Havas Group India has announced its foray into eastern India through a strategic tie-up between Havas Worldwide India and Kolkata-based digital marketing agency Quite Easily Done (QED).

     

    The new entity, Havas QED, will partner with Havas Creative Group India, which has agencies, including Havas Worldwide India (creative), Havas CX (customer experience), Think Design (UI/UX), Conran Design Group Mumbai (design) and Shobiz (experiential). The agency will be led by Anisha Singh Motwani, Founder & CEO, QED who will report in to Manas Lahiri, Managing Director, Havas Worldwide India (Creative). This collaboration will further drive the creative and digital excellence of Havas Creative Group India.

     

    Talking about the expansion, Rana Barua, Group CEO, Havas Group India, said: “Over the previous two years, we went from three to 10 companies through acquisitions, joint ventures, and strategic alliances, adding agencies such as Conran Design Group, Havas CX, Think Design, and Shobiz Havas under the creative umbrella. Media saw the addition of verticals including Havas Content, Havas Sports and Entertainment, Havas Market, and a strategic alliance with Tribes. This has resulted in tremendous growth and has propelled our reputation in the industry. Eastern India, without a doubt, offers unexplored commercial potential. This strategic alliance, I believe, is the first resolute step in the market and opens the door to the possibility of our fourth Village in India, in the future.”

     

    Added Motwani: “Our collaboration with Havas Worldwide India has been moving from strength to strength.  This strategic alliance is an organic step towards further strengthening our partnership with the agency. I am confident that we will continue to deliver ground-breaking work together.”

     

  • To boost business to next level

    Shobhit Gaur returns to Madison Digital

    By Our Staff

     

    Shobhit Gaur
    Shobhit Gaur

    Madison Digital, the digital unit of Madison World, has announced the return of Shobhit Gaur as Vice President. Gaur will report to Vishal Chinchankar, CEO, Madison Digital & Madison Media Alpha.

     

    Said Chinchankar: “We’re glad to have Shobhit back on board. Having worked with various categories, he brings a wealth of experience to Madison. I am confident that we will be able to take our work to the next level with new business and continue to delight existing clients.”

     

    Added Gaur: “I am excited to be returning to Madison Digital and look forward to contributing to the organization in my new role and responsibilities. Madison Digital offers me exciting challenges and opportunities as I look forward to unlocking our clients’ growth with data, technology, and talent.”

     

  • He will be the agency's Executive Director

    Rediff hires Rahul Vengalil to head Everest

    By Our Staff

     

    Rahul Vengalil
    Rahul Vengalil

    Rahul Vengalil, who was till recently Managing Partner at Dentsu’s Isobar, has joined the Rediffusion Group to lead Everest Brand Solutions as a digital-first, full-service agency. He will be the agency’s Executive Director and will report to Dr Sandeep Goyal.

     

    Vengalil will be based in Bengaluru, which will going forward, be the new headquarters of Everest.

     

    Said Vengalil: “This opportunity that I have been given is so very symbolic. We literally have to climb Mount Everest over the next few years. The future of advertising is about integrated solutions which provide accountability & efficiency to client businesses. The current integrated offerings in the market still exist in silos in a sense, and the true power of integration is often missed in brand communication. At Everest we will be in a better position to provide better services to our clients because we start with the advantage of being able to put in state-of-the-art know- how and know-why that is best-in-class. We will be digital at heart, but results-driven solutioning will be the driving thought, in everything we do.”

     

    Added Dr Goyal: “Everest today is celebrating its 75th year. And there is no better time for us than now to re-invent and re-ignite the agency. With Rahul as its youthful, yet well experienced, new leader we are looking at a bright and re-energised future for Everest. Rahul is getting together the brightest and best minds in the digital business; we are hubbing operations out of Bengaluru and Mumbai to start with; and Everest shall be fully supported by common group resources especially in strategic planning, including Red Lab. Going forward, Everest as digital-first and Rediffusion as creative-first agencies will combine to give clients the best of what their brand needs.”

     

  • To implement the strategic vision and values of the firm

    Shemaroo Entertainment onboards Arghya Chakravarty as COO

    By Our Staff

     

    Arghya Chakravarty
    Arghya Chakravarty

    Shemaroo Entertainment has appointed Arghya Chakravarty as Chief Operating Officer (COO). He will be spearheading the overall business operations of Shemaroo and will work with Hiren Gada, CEO, and the senior management team to implement the strategic vision and values of the firm.

     

    Chakravarty was until recently with Disney Star India where he was Executive Vice President – Ad Sales, Entertainment Business. In a career spanning close to three decades, AC has held various leadership positions in different sectors across a gamut of reputed organisations like Times Innovative Media, PepsiCo, and Asian Paints.

     

    Meanwhile, Kranti Gada will now pass on the baton to Chakravarty. Kranti Gada will now be the President, New Business Opportunities focusing on her passion and strengths to identify and build new business opportunities for the organisation.

     

    Said Hiren Gada: “In the last four years, Kranti and I have laid the foundation to build a strong, scalable, and professionally run organisation. I firmly believe that Arghya with his proven track record, expertise, and extensive experience is an ideal fit to attain Shemaroo’s ambitions. I welcome him to the Shemaroo family and wish him all the best.”

     

    Added Kranti Gada: “We are thrilled to have Arghya join us at this juncture as we are celebrating 60 years of Shemaroo. Aligned with our vision, he brings with him deep domain expertise and he can steer our company’s growth exponentially. With his three decades of experience with leading brands, I am confident that Arghya will help us scale new heights with a strong focus on B2C initiatives while staying true to our vision and core values.”

     

  • To drive product visibility

    Pescafresh unveils OOH and social media campaigns in Mumbai

    By Our Staff

     

    Pescafresh, the direct-to-customer seafood and meat brand has, has unveiled an OOH campaign in Mumbai to promote their recently launched tech-platform Pescalive. The campaign has been ideated and planned by the in-house team, in which 30 BEST buses are plying across the city displaying features of Pescalive. The campaign is also live on social media platforms.

     

    Said Sangram Sawant, Founder, Pescafresh: “BEST buses have been an integral part of Mumbai’s identity. What makes BEST bus advertising especially effective and powerful is that you can’t ignore it. The new campaign has allowed us the flexibility to be creative with our messages, ‘what you see is, what you get, with Pescalive.’ It has given us a larger canvas to drive our message more effectively to our target audience on the roads.”

     

  • Networked we rule? Or Scattered…? Well, the debate on whether independents are or networked/larger companies are more effective is never-ending. So we asked Dr Bhaskar Das the question for the July 18 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Is the future brighter for smaller independents or larger networks – in not just creative advertising, but even in media? Given that smaller setups can understand and service local needs better?

    Bhaskar DasNetworked we rule? Or Scattered…? Well, the debate on whether independents are or networked/larger companies are more effective is never-ending. So we asked Dr Bhaskar Das the question for the July 18 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. Is the future brighter for smaller independents or larger networks – in not just creative advertising, but even in media? Given that smaller set-ups can understand and service local needs better?

     

    A. It’s not about Small or Big networks. It’s about the imperative of nimbleness, hyper-agility and be supra-responsiveness to the requirements of the ecosystem/customers. The skill is how to instil a ‘culture’ of a small company mindset (not petty) within a big company. So it’s not really an ‘either-or’ option. How an organisation can respond at the speed of thought? Your observation about a setup for understanding and servicing local/clients’ needs in an efficient and effective way, proactively, is the name of the game in the ‘never normal’ world order.

     

  • Creates a Two-tier Grievance Redressal Mechanism

    Indian EdTech Consortium issues clarification

    By Our Staff

     

    Indian Edtech Consortium (IEC) which has been formed under the aegis of IAMAI has issued a clarification around mis-selling and misleading advertisements by edtech companies. To ensure the protection of consumers’ interests, IEC has created a two-tier grievance redressal mechanism. “So far, 100% of the complaints received by the IEC until June 2022 have been resolved completely while the complaints received in July are going through active screening for faster resolutions,” notes a communique.

     

    Said Dr Aruna Sharma, Ex-Secretary, Government of India & Expert Member, IGRB while adding to the development: “EdTech is well recognised in New Education Policy for not just lifelong learning but also for better and repeat learning. IEC as an SRO has also commissioned an Independent Grievance Redressal Board (IGRB) that constitutes Retd. Supreme Court Judge, industry veterans and leaders to adhere to the internal Code of Conduct. This vigilance will enable the dynamic Edtech sector to address the rising challenges, and propel a stronger ecosystem in the coming times. These steps will ensure confidence among users by having a strong grievance redressal ecosystem.”

     

    Adds the communique: “The recent Advertising Standards Council of India (ASCI) data which shows that 33% of complaints are filed against the Education sector, at large. However, it also confirms that only 6% of the total complaints received are against the Edtech companies while the remaining 94% are filed against the traditional education system. This, in turn, makes the total count sub 2% for the edtech sector.”

     

    Added Mayank Kumar, Chair at IEC and also the Co-founder and MD at UpGrad: “As industry leaders, we take the responsibility very seriously as we understand both the long-term impact and implications, our actions could create on the lives of millions. Edtech as a strong community has been far more prompt than our traditional counterpart in managing consumer complaints and grievances.”

     

  • As per Kantar's Global Issues Barometer

    Ukraine, cost-of-living & climate changes concern areas for India

     

     

    By Our Staff

     

    Kantar’s Global Issues Barometer has found that the invasion of Ukraine remains the #1 concern of people in India followed by economic worries and the cost-of-living crisis. Asked to share their concerns, 37% of people mentioned the war, followed by 29% mentioning economic issues, as their top concerns currently. Climate and environmental issues have also emerged among Top 3 concerns. Covid-19 is no longer seen as a pressing issue like rest of the world, except in China where lockdowns are just lifting.

     

    Kantar’s Global Issues Barometer study is a detailed analysis of 800 people’s attitudes in India contrasted to 11,000 people across 19 countries (representing 68% of global GDP. The study asked open-ended questions to understand peoples’ real opinions and used Kantar’s TextAI technology to understand and analyse the responses.

     

    The war in Ukraine

    The war in Ukraine is currently the biggest concern in India like every geographic region surveyed. As expected, the concern is much lower than the European counterparts. There is a high correlation between concern and proximity. 64% of people across the Globe mentioned the war as a concern while only one in three of India’s (37%).

     

    Figure 1: % Mentions of War

     

    The cost-of-living crisis

    The cost-of-living crisis is #2 on people’s minds. Price increases in fuel, food & drink and household bills have been noticed the most. Compared to the world, Indians feel the pinch of price increase on white goods more.

     

    While 35% of the population report their household financial situation is deteriorating, 46% believe the general economic outlook of their country is negative right now. People are struggling to meet their living costs, with 32% of households experiencing difficulties meeting their monthly outgoings and 11% unable to meet their commitments. The problem looks set to continue, a further 71% of people believe inflation will continue to rise even further.

     

    But there is sliver of hope as two-third of people in India feel secure in their jobs and expect pay rise that will match inflation.

     

    Figure 2: Affordability

     

    Eco-anxiety

    Climate inaction is causing remarkably high levels of distress with more than half of people experiencing eco-anxiety.

     

    Two-thirds of the population believe businesses have a responsibility to solve the climate crisis, while 84% of consumers want to buy environmentally sustainable products but need brands to do more work on affordability.

     

    Figure 3: Eco-anxiety

     

    Discussing the findings, Soumya Mohanty, Managing Director, South Asia, Insights Division, Kantar, observed: “The current tempest of global events is affecting long-term plans as well as short-term behaviour of Indians. Beyond making cutbacks on general expenditure, people are rationalizing their future savings and working harder.

     

    Luxury goods, entertainment and holidays look likely to be the sectors to suffer next. Almost half of households (41%) are considering economizing subscriptions to entertainment subscriptions- one industry that did well during the pandemic. Longer-term, almost three fourth of people say the current turmoil is impacting their big life plans; saving for big future life events (47%), children’s education (27%) and retirement plans (24%). So, the impact of this crisis lies in the future as much as in the present and can influence not just financial but also emotional well-being. Brands must therefore recognize what matters in people’s lives and examine brand’s relevance in supporting people overcome these challenges”

     

    Added Deepender Rana, Executive Managing Director, South Asia, Insights Division, Kantar: “Brands that can offer Green Affordable Solutions are likely to be favoured and become mainstream. With inflation rocketing, in their daily lives, consumers are considering solutions that can help reduce energy and fuel expenditure. They expect brands to do the same and be more efficient, while simultaneously raising the bar on ethical production. If anything, the cost-of-living crisis has reminded people that green products/services shouldn’t come at a premium. Insights from Kantar’s Global Issues Barometer can help brands and businesses understand how to navigate during these uncertain and fast changing times”.

     

    More on the study at https://www.kantar.com/campaigns/global-issues-barometer 

     

     

  • To help expand its presence in India

    Ayesha Ghosh joins Wieden+Kennedy as MD, India

    By Our Staff

     

    Ayesha Ghosh
    Ayesha Ghosh

    Wieden+Kennedy has appointed Ayesha Ghosh as Managing Director for India. Ayesha, who will be based in Mumbai, will partner with Santosh “Paddy” Padhi. Ghosh joins the agency after six years at Taproot Dentsu, where she was CEO, based in Mumbai.

     

    Wieden+Kennedy recently began expanding its presence in India, moving into Mumbai with the hire of Padhi and now Ghosh. Previously the agency had been established in Delhi since 2007, over the years building some of India’s most exciting brands including IndiGo Airlines, Royal Enfield, and the government of India.

     

    Santosh “Paddy” Padhi
    Santosh “Paddy” Padhi

    Said Ghosh: “It’s astonishing how W+K consistently produces off-the-charts work, across the world. I hope to absorb some of that genius and with the help of a talented team in India and an ace like Paddy, create some genius of our own. With scattered attention, infinite distractions, only work that is honest and primal, will win for brands. And that’s what we mean to do.”

     

    Added Padhi (Paddy), Chief Creative Officer, Wieden + Kennedy, India: “I’m glad Ayesha is joining us to be part of this wonderful journey. She is absolutely blunt and honest when it comes to work, which is extremely important these days for our business. Clients too prefer to have conversations that cut to the chase. Ayesha and I have worked closely together for a good number of years at Taproot, we understand and complement each other. An organisation is known by the kind of people that work for it and both of us will be focusing on putting together a crazy, talented bunch of people, across departments. And we believe that magic will follow.”