MxMIndia

Author: mxmadmin

  • If the traveller is in sync with the frequency, beat, pulse, cultural nuances and dominant flavour of the destination, the immersive experience gets enhanced, writes Sanjeev Kotnala

    Sanjeev Kotnala: While travelling, Sync with the Destination Pulse to Enhance your Experience

    By Sanjeev Kotnala

     

    Sanjeev KotnalaEvery place has a beat, a pulse of its own, and one can feel it. The pulse and frequency of a destination refer to its unique energy, rhythm, and pace of life. If the traveller is in sync with the frequency, beat, pulse, cultural nuances and dominant flavour of the destination, the immersive experience gets enhanced. One can mostly feel this reflected in tourism communication. However, most just do not put too much empathises to this important part of the communication, not realising that any deviation will lead to wrong impressions and expectations, resulting in irritation and disappointment.

     

    If the destination has a vibrant nightlife, tune in with the late-night energy and participate in local activities. If it is a relaxed, laid-back destination, adopt a more relaxed pace and not try to fit too much activity into their schedule. And hence, the travel objective should also be considered while deciding on the destination.

     

    Mumbai, the financial capital of India, is known for its fast-paced energy, bustling streets, and vibrant nightlife. A city that never sleeps and where even the festivals go deep into the nights. For an immersive experience, the traveller must adopt a fast-paced lifestyle and join in the city’s lively activities. Explore the city’s bustling streets and colourful markets, and try street food. The experience cannot be complete without a late-night stroll on Marine Drive, a cup of coffee to enjoy, a visit to the iconic Gateway of India, and travelling on the local. For the religiously inclined, a visit to Haji Ali and Siddhivinayak temple is a must.

     

     

    Kerala, on the other hand, has a relaxed pace of life. The travellers need to slow down and take time to appreciate the state’s tranquil backwaters, lush green landscapes, and vibrant spice plantations. Try traditional Keralan dishes and participate in wellness activities like yoga and Ayurvedic massages.

     

     

    Goa is also relaxed. Here the day has only one purpose, to leisurely move towards the sunset and the evening that comes alive with multiple activities, social interactions, and drinks. Everything moves slowly, and the day coils in the energy to burst with purpose in the evening. In the daytime, tourists go sightseeing, hurrying and covering multiple destinations without soaking in the experience. Dona Paula gets a 30-minute break, and Fort Agueda a 45-minute break. They hop from beach to beach – not in sync with the pulse of the place. An experienced traveller concentrates on a single beach, leisurely lunch, afternoon siesta and night activity.

     

     

    On one of my visits to Goa, my friend Peter and I decided to take a hired taxi instead of the unionised taxi from the hotel. We had seen a banner ‘Taxi for hire’ at one of the small bungalows near the Hyatt. It was afternoon, and we purposefully walked towards it and knocked on the door. After much knocking, a man in his vest and a lungi opened the door and looked at us. When we told him we needed a taxi for hire, he looked out, looked at the sun, looked back at us and then calmly announced he was not available for hire as there is too much sun. We can come back in the evening. That’s Goa for you.

     

    Jaipur, Rajasthan,  rich in heritage, has a differential pulse with its vibrant, colourful markets, stunning palaces, and rich cultural heritage. It is steeped in history and tradition. And it demands a certain respect and time to explore the city’s narrow streets, and iconic Palaces, trying local favourites like dal baati churma and participating in activities like puppet shows and traditional dances.

     

     

    Take the case of the holy city of Varanasi, Uttar Pradesh. It is known for its religious significance and spiritual energy. The traveller must follow the rituals and the day part plan to experience it. A sunrise boat ride on the river Ganga, a ritualised visit to numerous temples, and tasting rich street food are a must.

     

     

    Know the pulse and be in sync with it to resonate towards an enhanced and immersive experience. Whatever you do, don’t be in a hurry. In fact, just like one plans a site visit- one must plan the rest time. When you do that, you will be able to connect with the local people and environment on a deeper level, creating memories and experiences that will last a lifetime. Then the travel will no longer be an expense but an investment.

     

    NET NET.

    I may not personally agree with the pulse of the destination as demonstrated in the above examples, as almost all try to tell you there is more and more to explore- that’s it. And hence don’t get mislead by the tourism communication at times and find the pulse yourself.

     

    TO GET THE BEST OUT OF YOUR VACATION.

    :: Plan the details and check your bookings. Don’t just depend upon the e-mail confirmations. Read the reviews.

    :: Read about the destination and plan your schedule with enough time to recover.
    Decide what is must for you and what you could leave for later. I prefer to have a linger vacation and cover all of the destination at one go.

    :: What works for me is  first half sightseeing- rest in afternoon and evening attractions. Find your own rhythm. Give each attraction due importance and time.

    :: Hire the guides and listen to the stories.

    :: Maybe dump hotels and stay at Home stays. Don’t over drink or over eat.

    :: Use local transport. Walk as much as you can.

    :: Follow local traditions and rituals. And if your vacation overlaps a festival – just immerse in its experience.

    :: At least have one different local dish in each major mail.

    :: Try getting off social media. While at a site- experience it with all sense. Do click pictures and videos if you like but the screen should not be the only way for you to experience.

    :: Every day in evening catalogue your pictures for future and share if you have to post the destination. As during the vacation it will start a discussion which will eat into your time.

     

    Sanjeev Kotnala’s column appears on Wednesdays. This wasn’t carried yesterday due to oversight (by us). Apologies – Ed

     

  • Could've been a straightforward question, but we twisted it a bit to provoke our Wizard with Words. Let's dive in directly to read Dr Bhaskar Das in the February 9 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Dentsu reports that digital media is expected to overtake the ad spends share of television in 2023. Are you surprised?

    Bhaskar DasCould’ve been a straightforward question, but we twisted it a bit to provoke our Wizard with Words. Let’s dive in directly to read Dr Bhaskar Das in the February 9 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. Dentsu reports that digital media is expected to overtake the ad spends share of television in 2023. Are you surprised?

     

    A. I am not surprised at all. In fact, if I recall right, in an annual report of EY last year, Digital share in media spend was # 1.  It was inevitable as Performance Metrics became a dominant logic for media investment. Digital media is way ahead in this space. With strong headwinds affecting most businesses, post Covid, the emphasis on investment measurements gained currency to optimise marketing spends.

     

  • To boost marketing and digital ecosystem

    WT appoints Richa Dholi as VP, Strategy Planning

    By Our Staff

     

    Wunderman Thompson India has appointed  Richa Dholi as Vice President, Strategy Planning. Based in Mumbai, Dholi will be the strategy lead on Wunderman Thompson India’s Unilever brands, lending her extensive experience in the marketing and digital ecosystem to the businesses.

     

    A planner at heart and a writer by passion, Dholi has honed her strategic thinking and critical insights working with leading FMCG and lifestyle brands at Capgemini, Ogilvy, Lowe, McCann and most recently at India’s very own Twitter, Koo.

     

    Commenting on Dholi’s appointment, Anurag Tandon, Managing Partner, Wunderman Thompson Mumbai, said: “In the post pandemic world, consumers engage very differently with brands. We need to constantly recalibrate our thinking and creatively innovate to be ahead of the curve in terms of brand engagement and customer experience. With Richa on board, we get the right blend of understanding business and strategy. We are excited to have her as part of our team and wish her the very best in her new role.”

     

  • Intensifies claim as the premier destination for football fans in India

    Sony bags broadcast rights for Saudi Pro League 22/23

    By Our Staff

     

    Sony Pictures Networks (SPN) India has bagged the exclusive media rights to broadcast the Saudi Pro League 2022-2023. As part of the deal, the broadcaster will get the exclusive rights to televise the league across the Indian subcontinent – India, Bangladesh, Bhutan, Nepal, Maldives, Pakistan & Sri Lanka and non-exclusively in Afghanistan. The partnership will also give SPN the rights to live-stream all the matches on its premium OTT platform, SonyLIV.

     

  • Creatives executed by Liqvd Asia Marathon Films

    Pfizer India launches brand film to honour cancer survivors

    By Our Staff

     

    Pfizer India launched its new brand film about cancer fighters conveying the message of ‘Keep Fighting, Keep Winning’ to celebrate and honour the undying spirit of these survivors. The campaign film has been conceptualized by Pfizer India and executed by Liqvd Asia Marathon Films.

     

    The campaign launched with a motivational film that depicts the journey of some real-life Indian athletes such as Mayura Shivalker – Ironman Finisher, Anand Arnold – Mr. Olympia 2018, Shivani Charak – sport climber, and Samuel Chettiar – Marathoner, who have excelled in their field despite numerous challenges including that of cancer.

     

    Aditi Advani Mehta, Director Oncology Business, Pfizer India said: “We believe in breakthroughs—these breakthroughs may be scientific, operational, or even personal! Through this campaign, we celebrate the tales of such breakthroughs and excellence demonstrated by real-life cancer survivors reminding us of the undying spirit with which these cancer survivors live—Keep Fighting, Keep Winning.”

     

  • DRiefcase health record app releases film campaign

    By Our Staff

     

    DRiefcase, integrated personal health record (PHR) app under the Ayushman Bharat Digital Mission (ABDM) that helps users to digitally manage their health records, has launched a new campaign, #ReportKoReportKaro. The campaign aims to raise awareness about the importance of digitizing medical records for easy access and management.

     

    To support the campaign, DRiefcase released its ad film showcasing actor Rajendra Chawla to spread the message about the importance of organising health records.

     

    Said Harsh Parikh, Co-founder of DRiefcase: “Over a lifetime, an average patient generates a significant quantum of health records, but the information stored therein is often difficult to access for patients when they need it. Even today when everything is going digital, we see some people maintaining medical record files that are not just difficult to store but also time consuming for the doctor to go through each and every report.”

     

  • In recent times, PR in the UK has had a detrimental impact on the public’s access to objective information, writes Anne M Cronin

    Data bombing & Dead Cats – how PR uses practices of secrecy to influence Media & Society

     

    Although this article deals with PR and the media in general in the UK, it has lessons for India as well.

     

     

    By Anne M Cronin

     

    More than 100 years ago, sociologist Georg Simmel wrote that secrecy is a core part of all human relationships. The ratio of secrecy to openness in a society, he argued, can tell us much about that society. I explore this in my new book, examining how public relations secrecy techniques interact (and clash) with the transparency and openness of media.

    The public relations (PR) industry is made up of professionals in public affairs, lobbying and events management, among others. Their role is to manage a client’s relationship (and reputation) with the general public, investors and regulators. Media relations is the sub-field of PR that attempts to secure positive coverage and suppress negative issues in the media. This includes newspapers and television news, but also social media.

    In recent decades, PR in the UK has had a detrimental impact on the public’s access to objective information, skewing media reporting and attempting to conceal important issues. This is compounded by the financial pressures facing journalism, which are hampering investigative reporting.

    It’s generally understood that what appears in the media has been selected and shaped by various interests, reflecting corporate goals or governmental priorities. But just as important is what we don’t see in the headlines – and how those issues are obscured.

    In my research, I look at both sides of these secrecy operations. I interviewed PR professionals who work to influence media content and conceal certain issues. I also spoke with journalists, news editors and transparency campaigners. These groups are interested in investigating and revealing the very issues that PR hopes to obscure.

    The PR industry is particularly adept at orchestrating this range of “shadowy practices” of secrecy, but these practices are not well-understood by the public. Everyday PR practice tends to be mundane, focusing on securing positive coverage for clients and downplaying or obscuring negative coverage. But there are a number of subtle techniques that PR practitioners use to manipulate information.

     

    Data bombing or snowing

    One striking technique is the practice of hiding significant information in a vast release of unimportant material. Journalists using Freedom of Information requests told me how organisations would use this technique to appear to align with principles of transparency, but in reality were hiding potentially damaging information in plain sight.

    For example, the requested information may be released in thousands of pages of documents that journalists do not have adequate time to analyse. Important information may be couched in highly technical language that obscures key elements, or may released in a format that is not easy to electronically search (such as scanned documents).

     

    Dead catting and distraction

    PR can use distraction techniques, misdirecting public attention by releasing alternative, eye-catching stories to the media. One recent example was Boris Johnson’s claim that he relaxed by making model buses out of old crates. This drew much amused media coverage but also affected Johnson’s reputation online.

    Search engine optimisation (SEO) is a media management technique of strategically using keywords to push certain stories to the top of search engine results. Whether it was intentional or not, the bus story had the opposite effect, hiding a different, damaging story. Searches for “Johnson” and “bus” would previously have led users to read about the discredited claims that the NHS would receive £350 million a day if the UK left the EU, which appeared on the sides of the Brexit buses. Now, they would direct to reports about Johnson’s crafting hobby.

    When an announcement is particularly shocking or sensational, it can be known as a “dead cat” strategy. For example, as Johnson was being investigated over the Partygate scandal, he accused Labour leader Keir Starmer of failing to prosecute sex offender Jimmy Savile when Starmer was head of the Crown Prosecution Service. These rumours were false, but (briefly) drew attention away from Partygate.

     

    Astroturfing

    PR can also create fake public opinion in order to exert influence. A media editor of a national paper explained to me in my research:

    Say a billionaire wanted to stop houses being developed next to his country retreat … He’d set up [a] “Friends of the Chiltern Hills” pressure group and basically pay some PR [firm] to run it.

    In early 2021, gambling company Ladbrokes’ owner was accused of this tactic after launching the Players’ Panel, an online group where customers wrote pro-betting articles. This group appeared to be a grassroots effort, but was being operated with the help of a political consultancy. Such a technique conceals both the vested interests involved and the power that they can deploy. This example shows the impact of PR, but also how journalism can push back and reveal these practices.

     

    Secrecy and society

    Put together, these PR secrecy efforts can impact how the public understands power dynamics and social change. By offering disconnected units of information in press releases or on client websites, PR can impede joined-up thinking – a collective understanding, putting together many bits of information into one full picture – about society.

    The dynamic between secrecy and transparency is also shifting on a wider level. Secrecy practices are becoming more widespread and legally sanctioned. For example, the corporate sphere’s use of non-disclosure agreements which PR practitioners themselves are often required to sign.

    The government is also pushing for more legal powers that enhance government secrecy and restrict transparency. The national security bill working its way through parliament may criminalise certain aspects of investigative reporting and reform the Official Secrets Act. This could further impede public access to information through the media.

    But understanding these practices can help average media consumers and members of the public think more critically about the power dynamics and interests that may be obscured by the headlines.The Conversation

     

    Anne M. Cronin is Professor of Cultural Sociology, Lancaster University.  This article is republished from The Conversation under a Creative Commons license. Read the original article.

     

  • Paper to be presented at American Marketing Association (AMA)

    BrandMusiq study on sonic branding

    By Our Staff

     

    A study on ‘Melodic Scales, Ragas and their impact on Emotions and Brands’ jointly done by BrandMusiq and Northern Illinois University has been selected as a paper to be presented at the AMA Academic Conference at Nashville.

     

    Rajeev Raja, Founder and Soundsmith, BrandMusiq and Professor Vijaykumar Krishnan, Chair Department of Marketing, Northern Illinois University will present the paper on February 11 at Nashville, USA.

     

    Said Raja: ‘Very excited to present our paper at the AMA in Nashville together with Prof. Krishnan. The study will go a long way in establishing the connection between specific musical or stimuli and its impact on human emotions. It will provide tremendous value to brands when applied in the context of sonic branding.’

     

    Added Prof Krishnan: ‘We have some really exciting research results relating specific scales/ragas to specific constellations of emotions – always intuitive to me as a musician. I am thrilled that we now have scientific and objective evidence in support of these claims. It’s been a wonderful association working with BrandMusiq. Looking forward to co-presenting the findings at the conference with Rajeev.’

     

  • Everyone knows how cowardly the Indian media is, writes Ranjona Banerji, adding: Our star TV anchors are inordinately proud of their pusillanimity

    From Licence Raj to Silence Raj?

     

     

    By Ranjona Banerji

     

    Ranjona BanerjiThe “humbling of Gautam Adani” says The Economist. Not sure if the Government of India is going to ask UK Prime Minister Rishi Sunak to personally spank the editors of the prestigious journal with his hairbrush, but this article provides a good round-up of the Adani “growth story” and Prime Minister Narendra Modi’s allegedconnection to Adani.

    https://www.economist.com/leaders/2023/02/09/the-humbling-of-gautam-adani-is-a-test-for-indian-capitalism?utm_campaign=a.the-economist-this-week&utm_medium=email.internal-newsletter.np&utm_source=salesforce-marketing-cloud&utm_term=2/9/2023&utm_id=1486037

     

    For the media however, is this damning paragraph to ponder on.

    “Licence Raj to Silence Raj

    The Modi years have in many ways eroded India’s checks and balances. His government has steadily undermined the independence of the courts and the police. The media are mostly too cowed to investigate the mighty as they once did. Few Indian newspapers would have touched a story about Mr Adani had an American firm not asked the tough questions first. Mr Adani himself recently bought NDTV, a news channel that was once critical of the government but is now supine.”

    Obviously then, everyone knows how cowardly the Indian media is. Not that it’s a secret. Our star TV anchors are inordinately proud of their pusillanimity. And their ability to prostrate themselves in front of power. It gets them promotions and is thus profitable.

    Here’s an example of how TV anchors behave, as if we didn’t already know. This is Navika Kumar, exalted “group editor” of Times Now. Her love for the Prime Minister is no secret, nor is her lack of aspiration to journalism, She has had to apologise for her treatment of Opposition politicians. But so what, eh? Clearly her love is pure.

     

     

    The Prime Minister of India thundered through the speech above in Parliament, as ever blaming the last UPA government and previous Congress governments for the state of India. That Modi and the BJP have been in power at the Centre since 2014 means nothing to the BJP because they know they will not be held to account by the media. This Kumar tweet is not different from the way any of these TV anchors and those in cahoots with them behave. These are collaborators in a massive heist on Indian democracy. And they know it.

    Adani, you may ask, where was Adani in the PM’s speech. Nowhere and that did not bother most Indian TV anchors and mainstream journalists anyway. Some asinine reference by Modi to the Nehru surname has excited them as Modi’s great “oratory”. Others are thrilled that Modi ignored Adani and had his own “agenda”.

    As if after over eight years, we don’t know what the agenda is. Should I tell you? Or have you figured out what is lying in plain view?

    The reason that Modi cannot mention Adani and that the media can allow him to get away with it is that Adani’s stock values have not stopped falling since the Hindenburg Report was released at the end of January. And that Modi has not been able to use his massive powers to help either Adani nor stem the effect of Adani’s troubles on the Indian economy points to both weakness and incompetence. The sad fact of the matter is that the media has boosted Modi’s oratory – which is mainly anti-Muslim and anti-Opposition – as good governance and ignored his government’s inability to provide governance and policy.

    The short spurt in journalism which we saw during the pandemic has subsided.

    And thus, this story remains buried somewhere on the inside pages:

    https://timesofindia.indiatimes.com/india/actual-covid-infection-in-india-17-times-more-than-official-number-bhu-led-study/articleshow/97702910.cms

    Even the other week, we had top TV anchors tweeting about what a good job Modi had done with Covid compared to other countries. Not to mention how he had personally vaccinated all of us for free. I exaggerate but we all know that that’s how it rolls.

    Meanwhile, journalists in India, the unknown, the unsung, who try to expose wrongdoing, pay the price:

    https://rsf.org/en/indian-reporter-murdered-over-story-just-hours-after-publication

    Maybe that explains the extreme cowardice of our top anchors?

     

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

     

  • A soft Friday question, but given the nature of the question, a profound answer. Here's Dr Bhaskar Das in the February 10 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | It’s Valentine’s Day next week. Talk to us about your romance with the media ecosystem… after four decades in it?

    Bhaskar DasA soft Friday question, but given the nature of the question, a profound answer. Here’s Dr Bhaskar Das in the February 10 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. It’s Valentine’s Day next week. Talk to us about your romance with the media ecosystem… after four decades in it?

     

    A. While I started my journey in media space four decades back, the attractiveness of the sector hasn’t gone down even a tad bit. In fact it is only increasing. The reasons are many. Some of the prominent ones are:

    1) tremendous learning opportunities due to continuous evolving mediascape, in terms of media formats, accelerated technological innovation and consumption behaviour. I am fortunate enough to get exposed to most of the formats including the unfolding Web 3.0 ecosystem. The ability to migrate from a single media format to a platform agnostic environment has resulted in significant learning on-the-go to remain relevant,

    2) improved understanding of consumer behaviour, specially of multiple age cohorts and their uniqueness,

    3) the whole gamut of continuously changing media planning and buying process, and

    4) ability to innovate on multiple monetisation routes

     

    I am sure you have internalised the reasons of my continuing romance with the media sector.

     

  • Ganesh was associated with the Publicis Groupe for over 15 years

    Mavericks gets Ravpreet Ganesh as Chief Integration Officer

    By Our Staff

     

    The Mavericks Communications, the marketing communications agency, has announced the appointment of Ravpreet Ganesh as its Chief Integration Officer.

     

    Commenting on the appointment, Chetan Mahajan, Founder & CEO of Mavericks, said, “We are very excited to have a highly experienced and dynamic leader like Ravpreet join the Mavericks mission. Ravpreet has extensive experience in brand communications, creative, digital, content, and influencer marketing. With Ravpreet on board, our clients will be able to deepen the integration of marketing services and, consequently, the impact on their brand reputation.”

     

    Ganesh was associated with the Publicis Groupe for over 15 years.

     

  • …. with the theme of 'It's a Human Thing'

    Cheil launches campaign for MG Hector

    By Our Staff

     

    Cheil India has a new campaign for MG Motor India.

     

    Said Udit Malhotra, Head of Marketing, MG Motor India: “At MG, we always believe in driving ahead of the curve by bringing exciting experiences to our customers every time. When we first launched the Hector, we aimed to transform the relationship between the driver and the vehicle by introducing India’s First Internet Car. Now, the Next-Gen Hector takes another leap in this direction. Raising the game with a bold new look, infotainment experiences, technological advances that includes ADAS Level 2 capabilities that make driving even more pleasurable and indulgent, thereby more ‘pampering’.”

     

    Added Sean Joseph Colaco, Executive Creative Director at Cheil India: “The Next-Gen MG Hector is now more ‘Human’ than ever! With a new look and brand new technology that indulges, pampers and spoils you. Through the playful antics of our two characters, a butler and his young employer, we demonstrate exactly how much the Next-Gen Hector caters to your every whim and fancy. Shot in and around London, this slice of British aristocratic life, seemed like the perfect setting to demonstrate the ‘royal treatment’ the Next-Gen Hector gives you.”