MxMIndia

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  • Another excellent response to what could've been a delicate question. Presenting Dr Bhaskar Das in the February 24 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | When you see an article has been tagged ‘Marketing Initiative’ or ‘Promotional Feature’ or some such, do you trust its content?

    Bhaskar DasAnother excellent response to what could’ve been a delicate question. Presenting Dr Bhaskar Das in the February 24 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. When you see an article tagged ‘Marketing Initiative’ or ‘Promotional Feature’ or some such, do you trust its content?

     

    A. It all depends on how a topic is treated. If it smacks of just a propaganda or public relations exercise, I don’t engage with it. We can’t take our addressable audience as unintelligent and gullible. Hence, trust and credibility must be at the core of such content creation. If one treats such content as ‘Native Content’ as in digital space, not always though, the engagement becomes better. Promotional content per se needn’t have a pejorative perception. The creator of such contents is responsible to give it a negative tag. In the age of active Earned Media, one needs to treat promotional content with as seriousness as other edit content, if one wants engagement/ immersion in the content.

     

  • US-based toy brands dominate the top 10, but Japanese brands still feature, notes a Brand Finance report

    Lego is Top #1, again

     

     

    By Our Staff

     

    Denmark’s Lego is the world’s most valuable toy brand for the ninth consecutive year, according to a new ranking fromleading independent brand valuation consultancy, Brand Finance. This came as Lego saw a 24% year-on-year brand value increase to US$7.4 billion. Best known for its iconic Lego bricks, the toy production company’s brand value accounts for a quarter of the value of the whole ranking and is worth more than four times as much as the next most valuable brand.

     

    US-based toy brands dominate the top 10, but Japanese brands still feature: Behind Lego, American toy brands dominated the top ten of the ranking, making up 7 out of 10. The country also accounted for 17 of 25 brands in the overall ranking, highlighting that the United States exerts significant clout in this culturally important sector.

     

    Despite the large number of American brands, the second most valuable toy brand is Bandai Namco (brand value down 9% to US$1.6 billion) from Japan. It remains in second spot despite experiencing a 9% brand value decrease this year.

     

    Magic: The Gathering (brand value up 123% to US$352.26 million) has built a huge global fanbase since its inception in 1993. However, it continues to invest in its future, building upon its strong live platforms to expand digital and online offerings.

     

    In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 150,000 respondents in 38 countries and across 31 sectors.

     

    Ranked for the first time as a toy brand, Star Wars (brand value US$262 million) was the strongest brand with a Brand Strength Index (BSI) score of 88 out of 100 and corresponding AAA rating. The brand has benefited from a number of successful films and spin off series in recent years resulting in strong brand equity amongst consumers along with highly-regarded toys.

     

    Marginally behind Star Wars as the second-strongest brand was Fisher-Price (brand value up 18% to US$879 million) and a Brand Strength Index of 88 and AAA brand rating. It was also the 3rd most valuable brand in the ranking and the most valuable American toy brand in the ranking.

     

  • A few years back, a leading family associated with the film industry decided to boycott a film award because of some negative comment in a group publication. It's the same with news media dealing with political personalities. Here's Dr Bhaskar Das with his response to our question in the February 27 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Since the presence of well-known people is critical for the success of conclaves, do you think news media organising these compromise their editorial integrity by doing so?

    Bhaskar DasA few years back, a leading family associated with the film industry decided to boycott a film award because of some negative comment in a group publication. It’s the same with news media dealing with political personalities. Here’s Dr Bhaskar Das with his response to our question in the February 27 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. Since the presence of well-known people is critical for the success of conclaves, do you think news media organising these compromise their editorial integrity by doing so? They can’t be too critical of a political leader for at least a month before an event…

     

    A. Not necessarily. There are two key issues in your question:

    1. Should mews media organise conclaves,

    2. whether their success has the built-in risks of compromising the editorial integrity as during the pendency of the conclave, the news media has to ensure that they don’t rub the celebrity speakers in the wrong way, thereby affecting their keenness to attend the conclave.

     

    The issues, albeit connected, have to be addressed separately.

    Conclaves are organised for strategic reasons like getting closer to various stakeholders and addressable markets, geopoliticaly and psychologically for micro-market penetration and going beyond one to many studio-based shows/ reporting to one-on-one engagement. It also helps generating revenue as branded experiences complement regular FCT business.

     

    I agree that market whispers confirm your alleged possibility. But whispers are whispers without any factual evidence. There might be a tacit reciprocal gesture/ agreement in that direction, but there needn’t be any empirical evidence of it that interferes with editorial policies. Since I am no longer an active practitioner of media/ news channels, my observations may not be contemporary, but if I go by past experience, I have no evidence of the same. Having said that, there might be some coverage that are high on congeniality quotient (as the high profile speakers also show a positive gesture by giving their valuable time (mostly pro bono), but that needn’t interfere with editorial protocols, as per my understanding.

     

  • To mark National Tiles Day 2023

    Hindware Italian Tiles launches new campaign

    By Our Staff

     

    Hindware Italian Tiles, announces the launch of its new campaign ‘Broken not Waste’. Conceptualised and executed by Hindware Italian Tiles and Grapes, an integrated communications agency, the campaign aims to raise awareness about the wastage of tiles that occurs during construction and renovation projects. It encourages consumers to adopt a sustainable approach by reusing or recycling broken tiles. As part of the campaign, Hindware has partnered up with Delhi Street Art – DSA Foundation to create mosaics using waste tiles and view broken tiles as a valuable resource that can be repurposed and used creatively.

     

    The campaign involves creating vibrant mosaics of 32 square feet at Harcourt Butler Senior Secondary School and Surjit Wasu Memorial School in New Delhi. The mosaics were created by a team of talented artists, interior designers and architects who used their creativity and skills to transform waste tiles into beautiful works of art. The entire project is part of Hindware’s commitment to sustainable design and their efforts to reduce waste.

     

    Commenting on the launch of the campaign, Sudhanshu Pokhriyal, Chief Executive Officer, Bath & Tiles, Hindware Limited said: “As the leader in the bathroom industry in India, we felt that we had a responsibility to address the issue of waste produced through renovation and construction. Our campaign ‘Broken Not Waste’ is another step towards raising awareness for usage of the wastage of tiles that occurs during construction and renovation projects and encourage people and industry leaders to adopt sustainable practices. With this campaign, we further strengthen our commitment to sustainability and our aim to reduce environmental impact through innovation and creativity.”

     

    Speaking on the campaign, Shradha Agarwal, Co-Founder & CEO, Grapes commented: “Our main purpose with the ‘Broken Not Waste’ initiative is to promote a sustainable mindset, with the tile and construction industry at the centre of it. So, the campaign communication focused on providing simple, practical solutions to combat the issue, while sensitising the audience about it. Moreover, the mosaic art installations give a physical presence to the idea and serve as a tangible representation of the impact garnered by the initiative.”

     

  • Marked by notable politicians, celebrities, industrialists and eminent leaders

    ABP concludes Second Edition of ‘Ideas of India Summit’

    By Our Staff

     

    ABP Network’s Second Edition of ‘Ideas of India Summit’ Concluded successfully.

     

    Second edition of “Ideas of India” Summit concluded on a high note with the notable presence of Nitin Gadkari, Minister of Road Transport & Highways of India. While emphasizing on reducing carbon footprints, Gadkari said: “Hydrogen is our future fuel and India’s future vehicles will run on hydrogen and green fuels.” The two-day summit witnessed discussions on a wide range of ideas over 40 sessions and highlighted the prevailing issues in the country related to geo-political tension, inflation, culture, mobility, and young entrepreneurs shaping the role of India in the future world.”

     

    The second edition of ‘Ideas of India’ Summit celebrated the theme of ‘Naya India: Looking Inward, Reaching Out’ with notable politicians, celebrities, industrialists and entertainers, eminent leaders including Liz Truss, the former Prime Minister of the UK, Union Minister Ashwini Vaishnaw, Delhi Chief Minister Arvind Kejriwal, Punjab Chief Minister Bhagwant Mann; Poet Javed Akhtar to tech and business innovation icon N.R. Narayana Murthy, founder Infosys.

     

    The list extended to superstars such as Ayushman Khurrana, Sara Ali Khan, Manoj Bajpayee, and Rishi Singh, vocalists and sports players such as Jawala Gutta, Ashwini Nachappa, Joshna Chinappa, Sushila Chanu Pukhrambam and Vinesh Phogat, Mahmood Mamdani; Bhavish Aggarwal, Co-Founder and CEO, Ola Cabs social activist Nandita Das and Mira Nair, young acting and social media sensations Kriti Sanon, Yami Gautam, Saloni Gaur, RJ Karishma and Meethika Dwivedi.

     

    On Day-1 of the session, Truss stressed on India’s greater role in the UN Security Council and said, “India and UK need to back each other more closely on trade, and investment and need to make sure both the countries work together on critical supply chains. We are investing more in green energy, like solar panels. These economic decisions will affect freedom and democracy in future. We are looking forward to the India-UK trade deal finishing as soon as possible.”

     

    Speaking on EV targets by 2030, Gadkari said, “In the coming years India will certainly shift to electric vehicles. “We import Rs. 16 lakh crore worth of fossil fuel every year but pretty soon our farmers will produce green fuel and green hydrogen,” he said adding that Lithium ion batteries will lead the shift from petrol and diesel driven cars.

     

    Union Minister Ashwini Vaishnaw laid down the roadmap of the future of Indian Railway with tech integration and new projects of railways including Bullet Train and Vande Bharat, he said: “PM Modi wants seamless integration of every mode of transport at railway stations and creation of urban spaces. Stations should be designed like city centers. So, we took around 50 designs and made a 2.5-hour presentation for PM Modi. But he was not happy. He said these designs are good for today. But I want a design that would be relevant even 50 years later. That’s PM Modi’s vision.”

     

    At the end Avinash Pandey, CEO ABP Network concluded the event and thanked all the speakers, guests and dignitaries. He said, “The summit will be back next year and promised it will be “even bigger and better.”

     

  • To handle its marketing duties

    Think WhyNot gets mandate for Art De Rug

    By Our Staff

     

    Art De Rug, a provider of handmade luxury rugs, takes a leap from conventional norms and mandates Think WhyNot – a strategic agency, focusing on the metaverse for its marketing duties. The assignment aims to bring the company’s unique and high-quality rugs to new audiences in the virtual and augmented reality space.

     

    Said Rohit Sharma, Director of Art De Rug: “With Metaverse being the latest buzzword, only a few industries have embraced the concept early. However, the luxury and fashion industries are among the foremost adopters of the concept. At Art De Rug, we are always looking to enhance our customer experience.  Giving our handmade rugs a Web 3.0 edge, is an initiative to stay ahead of the curve and provide our discerning customers a value addition that can be passed through generations.”

     

    Sangram Surve, Managing Director of Think WhyNot, added: “After working with Meta globally on a lot of their Metaverse-related projects, working with Art De Rug to add a Web 3.0 edge to a niche luxury category is a great opportunity. Luxury marketing is all about storytelling, and adding AR/VR to the mix adds an immersive edge to stories. NFTs will only add more exclusivity to your ownership of a luxury product and will increase the timeless appeal of the design – something that can be passed on as a family heirloom. We are looking forward to an exciting Metaverse-centric campaign.”

     

  • There are days when we feel sheepish about a question after getting the answer from our Wizard with Words. Today is one such day. Here's Dr Bhaskar Das with his response to our question in the February 28 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Almost three quarters of marketers in the UK are aged under 45, a study finds. Assuming it’s the same for India, do you think that’s a good thing. Or bad?

    Bhaskar DasThere are days when we feel sheepish about a question after getting the answer from our Wizard with Words. Today is one such day. Here’s Dr Bhaskar Das with his response to our question in the February 28 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. Almost three quarters of marketers in the UK are aged under 45, a study finds. Assuming it’s the same for India, do you think that’s a good thing. Or bad?

     

    A. I have never been impressed by an average data without knowing the sample size and the sampling method. One gets a confirmation bias. I am sure you have done your own research. Yet…

     

    However, if I answer the question as it is, I don’t see any good or bad trend in it. Business sagacity, acumen etc are not a function of one’s age. Youth or young mindset are reflected in the attitude and adaptability of an individual towards an external environment. There are unicorn organisations where the owner may be below 30 years. Mabappe is good (23-year-old). But so is Messi (36-year-old). Both are great players inspite of belonging to different age cohorts. The moral of my POV is that one can’t arrive at a generic conclusion on the basis of some research findings. This ignores individual ingenuities to make an impact.

     

  • The shows stream live and are available on India TV YouTube channel with sign language interpretation to make it easier for hearing-impaired viewers to comprehend the content.  

    Aap Ki Adalat adds sign language interpretation on YT

    By Our Staff

     

    Rajat Sharma
    Rajat Sharma

    India TV has made its popular show ‘Aap Ki Adalat’ available on YouTube with sign language interpretation for hearing-impaired viewers.

     

    The new accessibility feature has enabled the hearing-impaired viewers to understand and enjoy the show hosted by veteran journalist Rajat Sharma. The shows stream live and are available on India TV YouTube channel with sign language interpretation to make it easier for hearing-impaired viewers to comprehend the content.

     

    Ritu Dhawan

    Said Ritu Dhawan, Managing Director, India TV: “As a responsible media organisation, we believe that everyone should have equal access to information and entertainment. The new accessibility features on YouTube have enabled the hearing-impaired viewers to understand and enjoy the show. We hope that this initiative will help break down barriers and create a more inclusive society.”

     

    India TV is hopeful that the audience will widely appreciate this initiative and eagerly anticipates receiving positive feedback from viewers. The organisation remains dedicated to ensuring its content is available to all.

  • For the general public, unless TV takes up the actual story, and as long as internet misinformation rules, no one will really be the wiser, writes Ranjona Banerji

    Mum’s the word!

     

     

    By Ranjona Banerji

     

    Ranjona BanerjiWhere is the Adani story in the Indian media?

    Not ignored in print and digital, but still hidden somewhere on the inside pages.

    With The Times of India’s nation pages, in the local edition of February 27, 2023, we learn how Gautam Adani has slipped to number 30 on the world billionaire index and how his group stocks have lost Rs 12 lakh crore in one month. The article, from PTI, squarely blames the Hindenburg report with came out in February and alleged stock manipulation and fraud for Adani’s fall.

    In the Business Standard (see screenshot, red line not mine, this pic is borrowed from @churimuri on Twitter), financial journalist Debashis Basu asks why no one bought those Adani shares when they fell, and contuinue to fall. Basu, who is also editor of moneylife.in, points out that it is because the Adani stock is still terribly overvalued that no one’s buying.

    Larry Summers, former Harvard professor and US treasury secretary, has been quoted across the Indian media. He said, without naming Adani, that India was facing a “possible Enron moment”. That is when the American energy giant collapsed into 2001 on allegations of inflated revenues and hidden losses. India had its own tricky relationship with Enron at the time, for those who care to remember.

    https://thewire.in/business/adani-group-enron-larry-summers

    With Adani having been praised to the skies so far for its massive growth, and all grumbles of getting too many government favours being dismissed as jealousy, slowly market experts are revealing their own positions. Mild concern and criticism, but if you remove the fear of political reprisal, who knows what they’re actually saying. Adani carries too much debt says this expert.

    https://www.businesstoday.in/markets/company-stock/story/adani-group-overleveraged-carries-3x-as-much-debt-as-it-should-says-aswath-damodaran-371667-2023-02-28

    There are signs that regulators are not responding to the red flags:

    https://www.thehindu.com/business/markets/adani-firms-addition-in-14-nse-indices-prompts-red-flags-for-investors/article66557216.ece

    A why needs to be asked here.

    And actually, this is what is missing.

    Apart from the usual suspects, that is the media which has not completely capitulated to government pressures, the Adani story has not shaken us the way it should have. Compare the way the story has been covered to the Harshad Mehta scam of 1992. It was big news every day, the rise, the fervour, and the fall.

    There was no 24 hours news TV in those days and no internet, so print was all we had. And the story was covered meticulously and dramatically.

    (Rare plug: It is definitely worthwhile watching Scam 1992 on Sony Liv.)

    So also the collapse of Enron, because of the India connection in both politics and business terms, 10 years later.

    So also the 2008 global financial collapse.

    But one cannot deny that a one-month relentless fall in the stocks of the most politically powerful company in India, which should have been daily headline news, has just lurked about in the business pages after a week of attention.

    This includes all the government-sponsored drama about foreign attacks on India and all the rest of it.

    Since 2014, we’ve been fed the glory of the “India story” regardless of market realities and self-inflicted blows like demonetisation, bad implementation of GST and various government policies which have not encouraged growth.

    Has the “assault” on Adani by the Indian stock market opened up a few cans and are a few worms now struggling to get out?

    https://economictimes.indiatimes.com/markets/stocks/news/adani-isnt-the-only-indian-tycoon-in-trouble-andy-mukherjee/articleshow/98262044.cms

    We know how it is. All possible criticism will be veiled and variously garbed, to avoid creating too much of a splash and attracting unwanted attention.

    That is the story of the Indian media today.

    And sadly, as far as the general public is concerned, unless TV takes up the actual financial story, and as long as internet misinformation cells rule, no one will really be the wiser.

    This storm will pass.

    But the depression which caused it will not dissipate.

     

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

     

  • To manage its full range of brand-building solutions

    L&K Saatchi & Saatchi bags mandate of JioMart

    By Our Staff

     

    JioMart, a venture of Reliance Retail Limited, is being repositioned from an online grocery platform to a horizontal e-marketplace with extensions into dominant commerce categories such as Electronics, Fashion & Lifestyle, General Merchandising, Grocery and many more. And to manage this integrated creative mandate they have entrusted L&K Saatchi & Saatchi to lead the mantle.

     

    As a vital partner, L&K Saatchi & Saatchi will not only manage the full range of brand-building solutions and high-decibel tactical launches but will also lead their social media and content strategy through their digital arm Saatchi & Saatchi Propagate.

     

    Paritosh Srivastava
    Paritosh Srivastava

    Paritosh Srivastava, CEO, L&K Saatchi & Saatchi said on the mandate:“Every single win matters but some are extraordinary, solely by virtue of the scale and the challenge involved. Reliance’s JioMart is as big as it gets, taking on a couple of established global giants in the Indian Market to redefine the hyper competitive ecommerce space is massive. We at L&K Saatchi & Saatchi are extremely proud to partner the most valuable Indian company in this journey. We understand the responsibility and the expectation and humbly look forward to living up to the faith and trust bestowed upon us by the amazing team at JioMart.”

     

  • Encourages women to celebrate their identity

    Candere by Kalyan Jewellers rolls out campaign for Women’s Day

    By Our Staff

     

    Candere by Kalyan Jewellers has launched their Women’s Day campaign- a digital initiative, #EkZindagiKhudKeNaam.

     

    The digital campaign showcases women from various walks of life, catering to different professional demands. However, Candere, as a contemporary lifestyle brand, takes pride in celebrating these women from all corners and acknowledging their diverseness & individual achievements.

     

    Sharing the thought behind the campaign, Rupesh Jain, Founder and CEO, Candere by Kalyan Jewellers, said: “We are delighted to present our unique Women’s Day campaign that encourages women to celebrate their identity by taking a break from the usual days. With #EkZindagiKhudKeNaam, we aim to establish an emotional connection with the audience, trying to value their choices and preferences.”

     

    Added Trupti Morone, Head-Branding, Candere by Kalyan Jewellers: “The campaign is a reminder to women that they are enough and do not need any external validation. The highlight from the campaign “ Tujh se behtar tujhe kaun jaanta hai” further reinforces that no one knows you better than yourself urging them to prioritize their likes and dislikes.”

     

    https://youtu.be/SYwLoFDVnTA

  • Introduced an on-air campaign 'Umeed Ki Run'

    Red FM supports national-level athlete in campaign

    By Our Staff

     

    93.5 RED FM introduced an on-air campaign ‘Umeed Ki Run’ to support Rahul, a 25-year-old long and middle-distance runner from Delhi. On Morning No. 1, RJ Raunac spoke exclusively to Rahul, highlighting his achievements and the challenges he faced due to his financial condition.

     

    Red FM took the initiative to support Rahul and provide him with a job through the campaign. This job would aid him to meet his basic requirements for training as a track and field athlete. Rahul’s CV was floated on social media, and listeners supported him secure a job as a coach and trainer at a school in Delhi. During the campaign, his medals and trophies were circulated around different offices and places in Delhi for people to support him and get inspired through his struggles.

     

    Reflecting on the initiative, Nisha Narayanan, Director & COO, RED FM, and Magic FM, said: “We at Red FM take pride in our continuous efforts to empower individuals and promote the amazing potential of our country. Through initiatives like Umeed ki Run, we are thrilled to extend our support to athletes like Rahul, who aspire to achieve greater heights. I am glad to see Rahul’s unwavering dedication and consistent performance. As a brand that celebrates talents from all backgrounds, we are honoured to be a part of his journey. On behalf of Red FM, I extend my heartfelt wishes to Rahul for all his future endeavours.”