Author: mxmadmin

  • DDB Mudra joins MTV Hustle to launch first AI-powered rapper

    By Our Staff

     

    DDB Mudra Group has partnered with MTV Hustle 2.0, a rap/hip-hop reality show, to launch ‘BotHard’ – an AI-powered rapper. The campaign offers a unique tech innovation and consumer engagement experience. It is conceptualised by the DDB Mudra Group.

     

    Speaking on the initiative, Anshul Ailawadi, Head – Youth, Music and English Entertainment cluster, Viacom18, said: “MTV has always been about bold visions and big moves. ‘BotHard’ is an example of disruptive, transmedia storytelling that complements the raison d’être for Realme MTV Hustle 2.0. With this initiative, we hope to redefine the consumer experience for our Gen-Z and millennial fans.”

     

    Added Utsav Chaudhuri, Marketing Head – Youth, Music, and English Entertainment, Viacom18: “At MTV, we focus on strategic and innovative experiences across multiple youth touch-points. We are at the cusp of exciting possibilities with AI to drive narratives, recall value and immersive consumer engagement. With the confluence of avant-garde technology and a multi-platform approach we developed ‘BotHard’, a first-of-its-kind AI-powered rapper, to further put the spotlight on real, unmatched talent curated by Realme MTV Hustle 2.0.”

     

    Speaking on the campaign, Rahul Mathew, Chief Creative Officer, DDB Mudra Group said: “While this idea is built on cutting-edge technology, the most exciting part for us was how true it had to stay to hip-hop culture for it to be accepted by the audience. It lives at the right intersection of culture, creativity, and technology.”

     

  • Yatish Mehrishi joins Mirchi as CEO

    By Our Staff

     

    Mirchi, the city-centric music and entertainment company, has announced the appointment of Yatish Mehrishi as Chief Executive Officer.

     

    Mehrishi was last with Arvind Fashions as Chief Revenue Officer.

     

    Commenting on the appointment, Vineet Jain, Managing Director, BCCL said: “Over the past 20 years, Mirchi has evolved into a multi-platform, multi-format brand that has a presence across FM, LIVE and digital realms. In line with Mirchi’s new transformational journey, I am confident that Yatish’s return to ENIL will help accelerate our journey of being a digital-first brand. “

     

    Commenting on the new role, Mehrishi added: “I am super excited to be back with ENIL. Mirchi has been the consumers’ go-to for music and entertainment with dominating the audio industry for years and now with its new app Mirchi Plus, it is set to redefine the audio entertainment industry further. With the recent shift in consumer behaviour towards digital, I am looking forward to championing Mirchi’s digital journey and replicating our radio journey’s success.”

     

  • ShareChat appoints Gaurav Jain as Head of Emerging Business

    By Our Staff

     

    ShareChat, social media and social networking service, developed by Bengaluru-based Mohalla Tech Pvt Ltd., has appointed Gaurav Jain as Head of Emerging Business to lead its monetisation efforts. At ShareChat, Jain will focus on reaching mid-market and SMB clients and head the independent agency network in India.

     

    Welcoming Jain, Ankush Sachdeva, CEO and Co-founder of ShareChat and Moj, said: “We are happy to have Gaurav on board with us to lead monetization of emerging businesses for ShareChat. As longtail merchants and MSMEs are transitioning to digital advertising, ShareChat and Moj are the foremost platforms to reach the Bharat audience. In the past year, we have developed several services and offerings tailored for brands keen to engage with their audience based in the regional markets. We are creating customizable hyperlocal advertising solutions that allow business owners to target customers in their preferred local languages with affordable price points and high ROI opportunities. Gaurav’s rich experience and expertise in growing mid-market segments will surely help us in achieving leadership in local markets.”

     

  • Anshuman Misra joins Graphic India as EVP and Country Head

    By Our Staff

     

    Graphic India, an Indian-themed character entertainment company, has appointed media executive Anshuman Misra as executive vice president (EVP) and Country Head for India.

     

    In his new role, Misra will be working closely with global Co-Founder and Chief Executive Officer Sharad Devarajan to expand the company’s operations in the region across animation, live action and the metaverse, to further Graphic India’s mission of creating original Indian superheroes, mythological worlds, and character entertainment franchises.

     

    Said Devarajan: “Anshuman Misra has a proven track record as a media leader who has established some of the most iconic brands and businesses in India. I am thrilled and honoured to bring his wealth of experience to Graphic India as we expand our mission to create characters, heroes and stories that are uniquely Indian, but entertaining and inspiring to audiences around the world. India has the world’s largest youth population and its time it shared an equivalent portion of the annual $100 billion-dollar global character entertainment and licensing industry.”

     

  • Dalmia Cement launches campaign

    By Our Staff

     

    Dalmia Cement (Bharat) Limited, a cement major and a subsidiary of Dalmia Bharat Limited, has successfully launched the ‘Shubh Shubh Banao’ campaign to leverage the festive season for building brand awareness and enhancing user engagement through online and offline initiatives. The core thought behind the campaign is to project Dalmia Cement’s expertise in the construction domain.

     

    Said Minal Srivastava, Deputy Executive Director, Dalmia Cement: “Building your own home is such a huge mix of all sorts of emotions for any consumer; it’s about a desire, a dream, a fantasy bordering on obsession at times. Mostly while any home builder is trying to make rational decisions in the entire process but at times there is a huge element of luck and auspiciousness that is playing in his mind which cannot be quantified or defined. Shubh Shubh Banao campaign tries to voice this element. It is a fresh approach towards looking at the entire process with a little bit of humour and ensuring that the end consumer engages and identifies with the content.”

     

  • Sorry, Morbi, for a weak media…

    Image courtesy: Twitter feed of PIB Ahmedabad/Gujarat

     

     

    By Ranjona Banerji

     

    Ranjona BanerjiThe deaths of at least 134 people in Gujarat after the bridge they were on collapsed is a national tragedy. The suspension bridge in Morbi, Gujarat, had recently been repaired and renovated collapsed on Sunday evening.

    Gujarat is in campaign mode or to put that more correctly, the BJP from top to bottom but especially the top, is in campaign mode.

    The state of Gujarat has been sold to India as a “model” state since at least 2012, in order to bolster then chief minister Narendra Modi’s push to become prime minister. Despite all evidence to the contrary, the electorate clearly believed it. Fake news and Photoshop were both very effectively used – infrastructure from other countries and places – from Singapore to the US and anywhere in between but obviously not Gujarat – were presented as being in Gujarat as proof of Modi’s great skills and as a promise of what India could expect when he became Prime Minister.

    The Covid-19 pandemic provided ample evidence that Gujarat’s administration and healthcare infrastructure were unable to cope and that rampant lies were being told about the treatment of patients and the number of deaths. The horror of the pandemic forced a pro-Modi pro-BJP media to report with rigour on the lies being told and the indignities inflicted on patients and their families in Gujarat.

    It did not take long however for the mainstream media to revery to its usual rah-rah position when it comes to Modi and the BJP.

    Don’t get me wrong. The Morbi bridge collapse has been covered: that’s how we know about what happened.

    But and this is a significant but, the narrative is full of pro-Modi pro-BJP nuance.

    The first step is to blame the opposition for saying anything at all: why are you playing politics in a national tragedy and blaming the Gujarat government, let the facts emerge.

    The second step is to blame lowdown government functionaries and those in the company which carried out the repairs/

    The third step is to blame the people themselves for being on the bridge, shaking the bridge, crowding the bridge.

    But the fourth and most important step is to protect the Prime Minister. Modi who is on an election campaign in Gujarat. He however did not visit Morbi immediately after the accident. He carried on with his campaign visits and just issued a statement about how sad he felt. The media then made it its business to pump up and promote Modi’s decision. The attack on other parties followed.

    At no point, from within the mainstream media and especially television, were there any cries for resignation and responsibility at the top. Except of course of security guards and ticket sellers at the bridge.

    Rumours that the company which had the contract for repairs may not have had the requisite expertise or that someone from Gandhinagar insisted that they be given the contract remain unsubstantiated. That the hospital which Modi is going to visit is being refurbished is also being shown without comment. For any other administration, any other politician, there would have been outrage and insistence on accountability at the top. But not when it comes to Modi and the BJP.

    This is how criminal incompetence has been allowed to thrive in India. And the mainstream media is fully culpable. The deaths of these people will soon be forgotten and we will carry on as if nothing happened. The Government at the Centre has to protected at all costs. The lives lost are meaningless.

    Meanwhile, there is this from Meta, which owns Facebook, Instagram and Whatsapp. After the accident, people on these platforms could not view anything on the Morbi bridge collapse because they were told that the Gujarat and Morbi hashtags went against Meta’s “community standards”.

    This is what makes it very hard to trust Meta and what makes it very easy to believe that it is in cahoots with the BJP. Today, Meta has said that the hashtag was blocked in error.

    https://www.wsj.com/articles/more-than-130-people-dead-in-cable-bridge-collapse-in-indias-gujarat-state-11667206283?st=vbbnjdzzeagmjip&reflink=article_copyURL_share

     

    Yeah, right.

    Our deepest condolences to all those families who have lost loved ones at Morbi. And our sincere regrets that we do not have a more robust system, including a strong media, which would help you get justice.

     

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

     

  • Movies are no longer memory milestones

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThe movie theatre experience has changed from a multi-week successful run on single screens to weekend success across multiplexes.  From a time people would smoke inside the theatre and even step out to their favourite tea shop during intervals to a highly closed, no concession experience.  Have not seen a song-and-dance or throwing of coins during item numbers or aarti done of the stars because they played god and goddesses in a movie.

    The small single screen slowly kept getting out of the system and the multiplexes multiplying. The movies released in multiple screens survived two weeks with decent runs became the new hit. The print, sound quality, projection, and VFX technology enhanced the experience. However, there has been a shift in audiences preferring to watch movies on TV and over OTT platforms.

    Movies for me have been more than entertainment. Some movie experiences are memorable life milestones. There were set timings, unlike today when you have a show starting every 30 minutes. The whole movie-going task needed planning. It was an event, the main event of that day. ‘First Day, First Show’ was a concept that many collegegoers religiously followed- at least when the movie featured their favourite stars. And the hero-heroines were Hero Heroines, part of one’s fantasies. There were no behind-the-scenes that killed the fun and awe of watching action.

    My life is packed with such milestone movie experiences  in the late seventies and early eighties, when I was in high school or moved to college. What about you?  I wonder why when I have seen so many movies in the last two decades, there is hardly a memorable experience.

     

    FAMILY OUTING: Hare Rama Hare Krishna, 1971

    I saw Dev Anand’s ‘Hare Rama Hare Krishna’ on the only screen in Lansdowne, Garhwal. Movie outing was a family affair but a rare occurrence. Dev Anand’s movie was considered a safe bet for family viewing. The highlight was Zeenat Aman in the song Dum Maro Dum.

     

    THE BUBBLY LOVE: BOBBY, 1974

    I was in Class 4 or 5 when it was released. I saw it from the second row of Imperial Talkies, Paharganj, right next to an uncle’s house. I don’t think it was rated ‘A’ and clearly there were no checks on who saw the  movie. One became a fan of Dimple Kapadia for a few years.

    I remember, When we reached home, we were royally scolded and punished because we were missing without informing anyone. But my cousin, elder brother, and I kept the secret.

     

    THE DIALOGUE LP: SHOLAY, 1975

    You could hear Sholay dialogues played in every community function event. In fact, we could recite the dialogue in sequence.  Kitne Aadmi The, Sardar Maine Aapka Namak Khaya Hai, Toh Tumarah Naam Kya Hai Basanti all iconic dialogues that became part of life. 

     

    THE RELIGIOUS FEVER: JAI SANTOSHI MAA, 1975 

    Jai Santoshi Maa took smaller towns by storm. It ran for weeks; Women watched it multiple times and did aarti of the screen. I remember going for it with my mother and her friends, sitting in the women’s section of Sharada Talkies in Gorakhpur market, Jabalpur.

     

    STAR TREK: THE MOVIE FROM SCHOOL, 1979

    At Kendriya Vidyalaya- GCF Jabalpur, the students were taken to the sci-fi movie of its time- STAR TREK. We were packed in to buses and then entered in a three-column to Sheela Talkies premises. The school did take students to a few more movies, but I don’t remember the titles.

     

    FIRST BOND: THE SPY WHO LOVED ME, 1980

    The Spy who loved me was my first ever James Bond movie. It hit Indian screens in the second half of 1980. I was unprepared for the start. In the beginning, Roger More jumps off the snow cliff and keeps falling for two minutes. I, the smalltown Jabalpur teenager, gaped at the screen, wondering if the hero who had jumped with no apparent precaution and support would die. I was getting ready for a flashback story when suddenly the parachute opened, and I relaxed.

     

    BROOKE SHIELDS ATTRACTION: BLUE LAGOON, 1981

    Who can forget Brooke Shields, the heartthrob of many? Blue Lagoon, when first released, was rated ‘A’. I had just entered college, and as per the ID card, still a few months from qualifying to watch it. One knew it was a bit easier to watch it at the Empire Talkies, not particular about who was buying a ticket or watching the movie. For Brooke Shields, we watched the movie more than a few times, and that too when we could hardly understand the dialogues, which were in English.

     

    THE RISKY MOVIE: TEXAS DETOUR 1981

    One bunked college to see it in the afternoon show, which was a safer show with fewer chances of meeting someone. It was rated ‘A’ and had a few shots that were the talk of the young crowd. It was an easy-to-follow movie; anyway, language was not a barrier, as sex needed no language. And trust me, there was equal fun in watching a movie that you were not supposed to watch and planning in such a way that you were not caught watching the movie.

     

    LOVE IN AIR: LOVE STORY & EK DUJE KE LIYE, 1981

    The two movies were released within six months of each other. After watching ‘Love Story, I became a big fan of Vijyeta Pandit. Her poster and pictures were on the walls, and I must have seen the movie Love Story eight-nine times. Looking back, it does seem silly.

    Ek Duje ki leye’ meanwhile became the trivia question at the ragging in engineering college. The question was simple, who plays the role of Madhavi’s brother. And the person who knew the answer had no option but to slap his batchmates hard, or the senior would hit him, demonstrating how hard slaps are delivered.

     

    COMEDY CROSSFIRE: BLAME IT ON RIO, 1984

    I saw this movie twice. Once in 1984, when it was released in India and after many years on a VHS. From the first time, I had a sketchy memory of the story. I was in the theatre not to see the movie but to have a private time with someone in my life. We were in the couple’s balcony at Empire Talkies, the opera-styled twin-seat balconies with independent access. There was no better private space for young adults in Jabalpur.

    This was also the day my elder brother decided to bunk college and watch the movie. In that single screen theatre with a semi-circular structure with posters of coming shows, my brother and I came face to face. He caught me. But after the movie, I reached home earlier than him and told my mother that bhai bunked college to see a movie. There was no reference to me being at the movie. So, when he came home, he was scolded for bunking college, and I stood innocently denying I was at the movie. The argument: if I also bunked and watched the movie: would I be telling- won’t I plan with Bhai that no one knew. The argument held its ground, and I was saved while bhai got a earful.

     

    THE LAST MOVIE WITH FATHER: LAMHE, 1992

    I do not remember seeing many movies theatre with my father other than a few like Jai Santoshi Maa and Har Har Mahadev. So, Lamhe we saw in 1991 in Odeon in Connaught Place, Delhi, was a new experience. My wife, my father and I watched this uncomfortable storyline that I believe was much before its time. Today, it would have been a blockbuster, and it was the 10th biggest success of 1991 and did decent business abroad.

     

    THE HAIRLINE FRACTURE: KAMOSHI, 1996

    My wife, my four-year-old son and I went for the late-night show at PVR, Vasant Kunj, New Delhi. We reached a bit late when the hall was already darkened. While searching for the seat, my wife twisted her ankle. I spent most of the time outside pacifying my son who had decided to cry. The next day as her ankle was swollen, we met the doctor to realise there was a hairline fracture.

     

    NET-NET

    I have seen many movies at the theatre. Some months as a family we saw four-five movies, but they were just movies, pure entertainment- if I can use that term. As luck would have, nothing happened outside the movie that would make it a milestone, an episode remembered for something more than the movie.

    How many of your movie outings have side memories to make them milestones and a memory which is more than the film.

     

  • Das ka Dum with Dr Bhaskar Das | Given your response to our question on newspapers taking a day or two or three off, would you be cool with digital and television also doing the same. The rank and file there also need some respite, na?

    Bhaskar DasSo he calls us a “white collar, privileged person”!!! Ha ha. But we stand by our view, even though twice over he has made us believe that our argument (or question) was bunkum. Without any further ado, here’s Dr Bhaskar Das in the November 2 edition of Das ka Dum. Read on…

     

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

     

    Q. Given your response to our question on newspapers taking a day or two or three off, would you be cool with digital and television also doing the same. The rank and file there also need some respite, na?

     

    A. Asymmetric comparison. In case of digital and news television, the content generating team have duties in shifts. Generally the employees have shifts of eight hours or so. There are compensatory offs. They have compensation and promotions. Have we heard that a hawker has been promoted or he can take off as part of his job or he has been given a hike beyond his commission? I can imagine that as a white collar, privileged person, it’s difficult to empathise with blue collar workers and their work challenges. Marx and his ideology is out of fashion anyway in today’s post-modern society.

     

  • Grapes bags digital AOR mandate for Faces Canada

    By Our Staff

     

    Grapes, an integrated marketing agency, has bagged the digital media mandate for Faces Canada cosmetic brand. The mandate will be handled by the agency’s Mumbai office.

     

    Said Shradha Agarwal, Co-Founder and CEO, Grapes: “We are really looking forward to work with Faces Canada. As a premium cosmetic brand, it is part of a niche industry and this brings to forefront our proficiency in leaving behind a strong recall value amongst the audience for the brand with the help of our ingenious campaigns”.

     

    Added Devkey Advani, Creative Director, Faces Canada: “We’re a brand that cares and we never compromise on quality, which can be seen in all our products; they’re good-for-skin AND high-performance. Just like our clutter-breaking products, we needed unique digital messaging to amplify visibility amongst the target audience. With content becoming massy and cluttered, it’s become imperative more than ever to stand apart from the noise. Grapes coming in with their expertise to efficiently lead the digital presence made it easy for use to choose them without any second thoughts. We look forward to reaching creative milestones together in the coming time.”

     

  • Global Creator Network wins digital media mandate of Ajio

    By Our Staff

     

    Ajio, the online fashion e-retailer and Reliance Retail’s digital commerce initiative, has recently given its social and content mandate to OML Entertainment’s branded content arm – Global Creator Network (GCN). As a part of the mandate, GCN will build a brand strategy, creative first social campaigns with IPs, creator activations and enable the brand to build a community of like-minded people across various social media platforms such as Facebook, YouTube, Twitter, and Instagram..

     

    Commenting on the win, Devarshi Shah, Senior Vice President – branded content,GCN, said, “As a team, we are excited to be associated with a popular and loved brand like Ajio. It would be interesting to build a fresh line of digital communication strategies that is futuristic yet relevant in today’s time. Our focus will be to create meaningful, innovative and fresh content strategies. The aim is to keep the brand ahead of the competition with campaigns that click.”

     

  • Swiggy unveils brand icon Gulab Jamun uncle in new campaign

    By Our Staff

     

    Swiggy, the food delivery app, released a short video ad to celebrate its Gulab Jamun Uncle. This follows Swiggy’s recent campaign ‘Why Is This A Swiggy Ad?’ through OOH, front-page print ads across metros and on social media. Created by Talented advertising agency, WITASA is a User-generated content (UGC) marketing campaign.

     

    The new 18-minute video announced winners to last week’s campaign. There are 10 winners in all who will take home Rs. 1 lakh Swiggy money. Who made the cut? Find out here:

     

    Said Ashish Lingameni, Head – Brand, Product Marketing and Sustainability at Swiggy: “Among our many objectives with WITASA, the biggest was conversations, share of Voice and engagement. Which this campaign has fulfilled beyond expectations. There’s also science to this madness. Swiggy food delivery, Instamart and Genie are all top of mind through just one campaign and that’s what defines the success of this campaign.”

     

    Added PG Aditiya, CCO and Co-founder, Talented: “No other brand could have done this campaign. It took a brand that had immense existing brand love, woven into our cities’ cultural fabric & with tons of personal memories for each user to qualify for something as absurd as this campaign. To us, WITASA is design-thinking & culture-marketing at its best. It also proved that Gen-Z has longer attention spans than we think. You, me, all of us – we all became Swiggy’s ad agency for a whole week. And while we’ve (kinda) answered the burning question… we won’t blame you for not being convinced. Maybe we’ll never know why it was a Swiggy ad. But as long as we keep thinking about it, we’re answering our own question.”

     

  • Das ka Dum with Dr Bhaskar Das | The British media – print, television & digital – showed amazing character reporting on the run up to Sunak’s ascent. And even after. Why do you think our Indian media can’t be/do the same?

    Bhaskar DasA question meant to provoke, but that’s not a trait you associate with our Wizard with Words. Presenting Dr Bhaskar Das in the November 3 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 or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. The British media – print, television and digital – showed amazing character reporting on the run up to Rishi Sunak’s ascent. And even after. Why do you think our Indian media can’t be and do the same?

     

    A. This question is more appropriate for media owners. I can’t arrogate their authenticity. Having said that, I would like to submit my point of view of two cents: our proclivity towards comparing/ benchmarking everything that is western need not always be appropriate. Every country has its own cultural preferences on many matters , including news. So benchmarking against a western country won’t help much. If market/ consumers stamp their preference (as evident through an accepted currency like BARC data), why ignore that. There is no use extrapolating our individual liking on the universe of news consuming audience. Besides, western news channels don’t offer choices to consumers, the way it’s available in India and consumers have the right to choose the news channel they like. I am sure mediaowners are conscious of the market forces that determine viability of a channel and cater to the needs and wants of their served markets.