MxMIndia

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  • Film target Gen Zs and Millennials during stress of exams

    Mars Wrigley’s Snickers unveils two new Exam Bar Campaigns

    By Our Staff

     

    Mars Wrigley’s Snickers chocolate unveils two new exam bar campaigns. The latest digital and TVC films introduces two new characters – Alexander and Einstein  and captures the daily struggles of Gen Zs and Millennials. The campaign is available in nine languages including Hindi, Tamil, Kannada, Malayalam, Telegu, Bengali, Oriya, Gujrati, and Marathi on both TV and digital platforms.

     

    Talking about the launch of the new Snickers films, Varun Kandhari, Director of Marketing, Mars Wrigley, India said: “The brand proposition of Snickers, ‘You’re not you when you’re hungry’, has become iconic and is loved by consumers across the world. The campaign has a simple message that while stress and hunger can get to the best of us, one can always grab a Snickers. The films are also relatable for younger generations dealing with highly stressful situations such as exams and have an universal appeal. At Mars Wrigley India, we are led by our purpose of creating a billion better moments for consumers and communities, and we are confident that the audience will love the new TVC as we celebrate the joy associated with Snickers.”

     

  • The question is explanatory, and the answer is detailed. Here's the response from Dr Bhaskar Das in the March 22 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | The magazinewallahs are congregating tomorrow, mulling the present and their future. Not all of them appear to have a fantastic present, but is there really a future for the domain?

    Bhaskar DasThe question is explanatory, and the answer is detailed. Here’s the response from Dr Bhaskar Das in the March 22 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 magazinewallahs are congregating tomorrow  in Delhi mulling the present and their future. Not all of them appear to have a fantastic present, but is there really a future for the domain?

     

    A. It’s a very broad spectrum question and it would need both an ecosystem analysis in general and magazine publishers in particular.

     

    In an age of diminishing attention span, multiple distractions and real-time demand from consumers have created a different set of challenges, beyond the usual business for all legacy media owners including newspapers, magazines and linear television channels. The dominant challenge is how to capture the fleeting attention of multiple demographic and psychographic cohorts.

     

    The challenge of magazine publishers have to be seen in this new context where content monetisation and business models have to be dynamically analysed for the fast-changing consumer expectations.

     

    If magazine publisher consider themselves to be in the magazine business, that’s a surefire recipe for disaster. What does the magazine folks do? They can’t update because that domain has already been lost not only to digital media but also to Chat GPT 4. How could one combat such a situation with the existing ways of operating in content, commerce and business model. I can see magazines in India are still hidebound by the usual format apart from tinkering with some superficial cosmetic changes. There can be exceptions, sometimes publishers feel that a digital version is enough to combat this challenge, but alas, even that is also a very legacy organisation mindset.

     

    One has to overhaul content as per the finer expectations of a consumer of one.

     

    I am not trying to paint a dismal future but sometime we should not wait for a business model to be broken and then fix it. The new approach it could be break it first and then fix it so that one doesn’t become a victim of the environment.

     

    How many magazines in India can upgrade any content, how many of them can be interactive, how many of them know their audience of multiple hues and provide that to the  readers and advertisers in a dynamic way so that the traction on both ends justifies the investment. At this juncture, we don’t have even a basic database. Secondly, even if there is capability of upgrading readers through deep analysis, where is the talent in content creation in print journalism (they are available if one reads online publishers like Ken, Founding Fuel etc). Even if they want to, how many have the confidence of a new world order which has deep intolerance that is not in sync with the powers that be. This is of course a challenge of the Indian context or even global context perhaps. So the current practice of high cover price, low circulation, organising events and experiential activities might help the magazine publishers to stay afloat for some more time and I can see a tsunami is already on the way to prove again Darwin’s theory of  only the fittest can survive.

     

    Don’t forget there is no deep analytics available for the magazine industry (no one know when IRS will come out) to push their face with advertiser which is a key source of revenue. There may be proprietary data on individual publishers about their audience, but is it algorithm-based to predict the unarticulated needs and wants of consumers of various colours and subjects?

     

    One must not forget the adage that danger foreseen is danger avoided. A cocoon can be a safe place to hide from reality, but the market may not be as forgiving as we would love to image.

     

  • Ramnath Goenka Awards presented for journalism

    By Our Staff

     

    The Indian Express Group hosted the 16th edition of the Ramnath Goenka Awards for Excellence in Journalism on March 22, 2023, in Delhi, with Dr. Justice D.Y. Chandrachud, the Chief Justice of India, as the Chief Guest. The ceremony honored journalists from both print and broadcast media who have demonstrated exceptional strength of character and integrity while reporting news under challenging or dangerous circumstances.

     

    Addressing the audience in his speech, the chief guest of the evening, Justice D.Y. Chandrachud, Chief Justice of India, said: “The media is the fourth pillar in the conception of the State, and thus an integral component of democracy. A functional and healthy democracy must encourage the development of journalism as an institution that can ask difficult questions to the establishment – or as it is commonly known, ‘speak truth to power.’ The vibrancy of any democracy is compromised when the press is prevented from doing exactly this. The press must remain free if a country is to remain a democracy. India has a great legacy of newspapers which have acted as catalysts of social and political change. Many journalists, both in our country as well as across the world, work in difficult and unfriendly conditions. But they are relentless in the face of adversity and opposition. It is precisely this quality which must not be lost. As citizens, we may not agree with the approach that a journalist has adopted or the conclusions that they reach. I, too, find myself disagreeing with many journalists. After all, who amongst us agrees with all other people? But disagreement must not distort into hatred and hatred must not be permitted to evolve into violence.”

     

    Adding to this, Viveck Goenka, CMD, Indian Express group, said: “An independent judiciary and an independent press are — and will remain — inalienable parts of our democracy. Do what is right irrespective of who is before you, who it’s affecting, and, in this case, who you are challenging” and lauding the CJI’s work, the CMD said “his innovative initiatives to open up court hearings; his use of technology to increase public access to the bench; his moves to bring transparency into the court’s decision-making; his thoughtful, nuanced reflections on the role of the court and its limitations; his acknowledgements of differences. All these are enduring reforms that, I am sure, will strengthen the judiciary and deepen public trust in it.”

     

    As a thank you note, Raj Kamal Jha, Editor-in-chief, The Indian Express, adds “The evening was a “very special story”. 37 pieces of powerful reporting from 27 newsrooms, two books that enriched our understanding of what shaped India and a wonderful applause that cuts across party lines.” Thanking the Chief Justice, he said “Your vision for a free media and your notes of caution affirm our faith that the Supreme Court will remain to borrow a metaphor you used in your recent speech, the north star. For journalists and journalism, year after year, case after case, the star light has illuminated the road ahead. From scrapping the ban of a publication, Romesh Thapar 1950 to protecting the media from executive interference in Indian Express 1984, to extending free speech online, Shreya Singhal 2015 to ensuring journalists personal liberty in Arnab Goswami 2020, the court has kept pushing back at the state to expand our freedoms. That’s why when the lights dim, when a reporter is arrested under a law meant for terrorists, when another is arrested for asking a question, when a university teacher is picked up for sharing a cartoon, a college student for a speech, a film star for a comment, or when a rejoinder to a story comes in the form of a police FIR, we turn to the north star for its guiding light. More so as Chairman Mr Viveck Goenka said a free media and an independent court are kindred spirits. The health of one has serious implications for the health of the other. Both secure an invaluable space. The work we celebrate this evening comes from that space. “Thank you to the winners, we know that an abusive social-media post is more fun to read, summoning righteous rage, needs no effort, being afraid is very easy, but its reporting like yours with fairness and accuracy, with a rigour for detail and a respect for the contrary that best makes the case for journalism.”

     

    The jury for the 2019 awards included Justice B.N. Srikrishna, jurist and former judge of the Supreme Court of India; Tom Goldstein, professor and dean of the Jindal School of Journalism and Communications at O.P. Jindal Global University; Dr. SY Quraishi, former Chief Election Commissioner, Election Commission of India; and Pamela Philipose, journalist and senior fellow at the Indian Council for Social Science Research. The jury for the 2020 awards included Justice B.N. Srikrishna, jurist and former judge of the Supreme Court of India; Prof. (Dr.) C. Raj Kumar, founding dean of Jindal Global Law School (JGLS) and director of the International Institute for Higher Education Research & Capacity Building (IIHEd); Dr. SY Quraishi, former Chief Election Commissioner, Election Commission of India; and K.G. Suresh, Vice Chancellor of Makhanlal Chaturvedi National University of Journalism and Communication, Bhopal.

     

    The winners for both 2019 and 2020 were felicitated at this year’s ceremony, as the winners for 2019 were announced digitally due to the pandemic.

     

    The winners of the 15th & 16th Ramnath Goenka Awards for Excellence in Journalism which were felicitate during the event are:

     

    S.No | Media | Award Categories | Year | Name | Publication

    1) Print | Hindi | Anand Choudhary | 2019 | Dainik Bhaskar

    2) Broadcast | – | Sushil Kumar Mohapatra | – | NDTV India

    3) Print | Hindi | 2020 | Jyoti Yadav | The Print

    4) Print | – | – | Bismee Taskin | The Print

    5) Broadcast | – | – | Ashutosh Mishra | Aaj Tak

    6) Print | Regional Languages | 2019 | Aniket Vasant Sathe | Loksatta

    7) Broadcast | – | – | Sunil Baby | Media | One TV

    8) Print | Regional Languages | 2020 | Sreelakshmi M | Mathrubhumi.Com

    Rose Maria Vincent Mathrubhumi.Com

    Shabitha Mk Mathrubhumi.Com

    9) Broadcast | Shrikant Bangale | BBC News | Marathi

    10) Print | Uncovering India Invisible | 2019 | Shiv Sahay Singh | The Hindu

    Broadcast Tridip K Mandal The Quint

    Print Uncovering India Invisible 2020 Team Thomson Reuters

    11) Broadcast | Sanjay Nandan | ABP News

    12) Print | Reporting on Politics and Government | 2019 | Dheeraj Mishra | The Wire

    Broadcast Seemi Pasha The Wire

    13) Broadcast | Reporting on Politics and Government | 2020 | Bipasha Mukherjea | India Today TV

    14) Print | Environment, Sciences and Technology Reporting | 2019 | Team PARI People’s Archive Of Rural India

    15) Broadcast | Team Scroll.in Scroll.in

    16) Print Environment, Sciences and Technology  Reporting 2020 Manish Mishra Amar Ujala

    17) Broadcast Faye D’Souza Freemedia Interactive

    Arun Rengaswamy Freemedia Interactive

    19) Print Business & Economic Journalism 2019 Sumant Banerji Business Today

    21) Broadcast Ayushi Jindal India Today TV

    Print Business & Economic Journalism 2020 Omkar Khandekar HT Mint

    23) Print Investigative Reporting 2019 Kaunain Sheriff M The Indian Express

    25) Broadcast S. Mahesh Kumar Manorama News

    Print Investigative Reporting 2020 Tanushree Pandey India Today

    27) Broadcast Milan Sharma India Today TV

    29) Print Foreign Correspondent 2020 Joanna Slater The Washington Post

    Print Sports Journalism 2019 Nihal Koshie The Indian Express

    31) Broadcast Team NewsX NewsX

    33) Print Sports Journalism 2020 Mihir Vasavda The Indian Express

    Broadcast Ajay Singh NDTV India

    35) Print Reporting on Art, Culture & Entertainment 2020 Tora Agarwala indianexpress.com

    37) Print Civic Journalism 2019 Chaitanya Marpakwar Mumbai Mirror

    Print Civic Journalism 2020 Shaikh Atikh Rashid The Indian Express

    39) Print Photo Journalism 2019 Zishaan A Latif The Caravan

    41) Print Photo Journalism 2020 Tarun Rawat The Times of India

    Print Books 2019 Arun Mohan Sukumar Penguin Random House India

    43) Print Books 2020 Tripurdaman Singh Penguin Random House India

     

  • It surprises me that most business managers have a very myopic understanding of creativity and do not consider themselves creative, writes Sanjeev Kotnala

    Sanjeev Kotnala: Idea Generations UnLtd

    By Sanjeev Kotnala

     

    Sanjeev KotnalaAfter a long time, I met my friend and mentor, Mr Vermajee. I updated him on the recently successful IdeaHarvest workshop I conducted for a brand. I told him how it surprises me that most business managers have a very myopic understanding of creativity and do not consider themselves creative, though they, on a day-to-day basis, react to probortunity (Problem or opportunity). They don’t think creating and picking the best solutions is being creative. I ask them if they have ever lied or made an excuse. And when they say YES, the question about being creative or not is buried.

    Vermajee pointed out that the processes I use are universally known. Would a ChatGPT not give all possible solutions. So, why should someone ask me to run the workshop?

    My answer is simple. I bring business experience and an understanding of the situation. But what makes the workshop successful is the ability to orchestrate the participants into addressing the probortunity collectively without barriers. The ability to rightly gauge the pulse and decide how to arrange the processes, which nerve to press to ensure we remain playfully focussed. Being an outsider allows me more freedom in interplay during IdeaHARVEST and InNoWaite Workshops. My experience shows that ChatGPT can only relate and bring already available output without being creative or evaluative.

    My workshops are more of a reality show with some gaming for extra spice. It helps create the desired level of passion and enhance energy levels, which helps the workshop’s success. And that is what I get paid for; the solutions are always provided and recommended collectively by the participants.

     

    MY FAVOURITE PROCESSES.

    So, on Vermajee’s advice, I am sharing some of my favourite processes used in the workshop. This is not a complete list. And the order I would arrange them is decided on the spot during the workshop, depending on how the audience reacts.

     

    IDEA VOMIT – Getting The Obvious Solutions Out Of The Way.

    We all react to a probortunity based on our experience and knowledge. Most likely, we have a few obvious solutions ready. Idea vomit asks the audience to list all such ideas so that they can think of new and different ideas once they are out of the way.

     

    AIM FOR QUANTITY- Quality will follow. 

    This is somewhat tough to work with. To get the best solution, you must have lots and lots of solutions to choose from. So, to do so, one must keep generating ideas without evaluating them or thinking of practicality. Unfortunately, we humans evaluate first. And, yes, I have had many funny and honest out-of-box and sometimes impractical solutions proposed by the participants. But that is part of the game.

    We keep the race on for the 100th and 150th ideas. Knowing we will use business filters later to select the final solution.

     

    DIVERSITY OF PARTICIPANTS – Leads to Diversity of ideas. 

    It is a myth that salespeople have sales solutions, and HR has HR solutions. They may have a better understanding of their department and problem. However, working with diverse people with different mindsets and expertise, it is easier to open up and think of multiple not-so-obvious solutions. Usually, the team facing the problem is so engaged that they are blind to opportunities and solutions that are not part of some SOPs. Working with the cross-functional team first and later re-configuring the teams helps refocus and develop more solutions. In the second stage, there is usually an unstated competitiveness – ego and challenge to create the best solution. Hence, participation must be appropriately managed and harnessed for the best results. I prefer not to have the top-level team as participants or even observers. Somehow, they bring unwanted filters with their presence hindering free open thinking and voicing ideas.

     

    HATS AND SHOES – think and act.  

    I have used Six Action Hats and Six Action Shoes by Edward De Bono to fund them very effectively in the ideation and discussion process. It gives everyone a chance to experience the importance and utility of each shoe and hat.

     

    CONNECTING THE UNCONNECTED – Forced Solutions And Linkages.

    It is a role play, and the participants are asked to think and give ideas while playing the role of someone well-known. My favourites are Ratan Tata, Mukesh Ambani, Sardar Patel, Mahatma Gandhi, Amit Shah, Bill gates, Kejriwal, Elon Musk, Anand Mahindra, Modi, Rahul Gandhi, and SRK. And I add or subtract to the list based on the competitive brands and the probortunity being addressed.

    I am a fan of such success transfer. No new musical notes are discovered, new music is a different arrangement of notes and instruments. The desire to be original should not suffocate creativity. It does not matter if someone has used a similar idea; if it is relevant ad impactful, it must be tabled and discussed. Maybe we would know how to tweak it for better impact. So, we look at known problems and solutions and try learning from them to create solutions to the probortunity.

    Also, use google image search. We pre-decide the number of images and then ask the participants to use that visual as a clue to a possible solution or idea.

    Sometimes I ask participants to go out and shoot five random pictures. And then ask them to think of a possible solution to the probortunity basis on the interpretation of the images. It is tough as people tend to pre-evaluate what they are shooting, which is against the process.

     

    BE THE BOSS – Dictate the solution.  

    At some stage, I ask the participants to act like the firm’s CEO. They are free to take the call and decide on the solution or create a team to work on it. One is surprised how this public make-belief role-play places responsibility into people’s minds and how they approach a situation. There is a lot to learn when young participants play the CEO role.

     

    PASS THE MIKE – everyone counts.

    Like every other workshop, you find the bell curve operating. There are some extroverts and openly vocal people; some are shy and introvert and evaluate everything before suggesting. So pass the mike is a simple exercise where a representative mike- a pen-duster or something similar is passed from participant to participant forcing them to contribute. Done early in the workshop gives you an indication of how to rejig the teams.

     

    GOING BEYOND THE SOLUTION – implementation plan.  

    This is what differentiates a successful ideation workshop from just another workshop. After attempting and most likely succeeding in generating ideas, I push the participants to select the ones they find most relevant and have the potential to succeed. They are even required to create an immediate timeline, possible team and resource requirement grid after using IdeaSwarming to further fine-tune the idea. Here the experience and knowledge come handy and multifunctional evaluation helps in a buy-in.

     

    KEEP IT FUN – Act like a Child.

    Too much thinking leads to burnout. So keeping the atmosphere light and selectively pushing and relaxing people is something one learns with experience.

    I try to ensure that people sleep the day before the workshop peacefully. I request that no one travel early to the venue, and we should not rush with the morning tea and breakfast. Starting the day half an hour late is okay.

    A child’s mind is the most relaxed and innocent, and they can think like crazy. And in my workshops, though, it becomes tough- keeping the child alive in the participants is one of the main focuses.

     

    TIME PRESSURE – it works.  

    In addition to internal competition and the need for relaxed minds, time pressure works. It places value on the time allotted for the solution generation, and one can experiment with multiple processes. Remember, one is looking at solutions, lots of solutions and not the best solution.

     

    NET-NET

    Try these processes with your team or individually.

    However, if a significant challenge has been unresolved for a long time, or you want to learn and practice innovative thinking, get into a workshop mode. Always take the help of an outside facilitator and your diverse cross-sectional team across age, experience and gender for better control and output.

    IdeaHarvest focuses on generating Ideas, and InNoWait means what it says- why should you wait to innovate. Innovate now and here.

     

  • To feature in upcoming ad campaigns and promotional activities

    PNG Jewellers signs Madhuri as brand ambassador again

    By Our Staff

     

    PNG Jewellers signs Madhuri Dixit as its brand ambassador again for the next two years. Dixit will feature in PNG Jewellers’ upcoming advertising campaigns, social media content, and other brand promotional activities, starting with the Gudhi Padwa campaign.

     

    Said Saurabh Gadgil, Chairman and Managing Director of PNG Jewellers: “We are delighted to have Madhuri Dixit as our brand ambassador, and we look forward to working with her over the next two years. Our association with Madhuri goes back a long way. She and her family have been our customers for many years. She is still India’s sweetheart and a dancing diva beyond competition. Her values are aligned to ours as well. This association will help us to strengthen our brand’s image and consolidate our position in the Indian and global jewellery market. Her presence in our ecosystem is an invaluable asset as we move into the next phase of growth. PNG Jewellers will be launching at least 5 more stores in the next financial year.”

     

  • Highlights product offerings and responsible gaming

    A23 gaming platform launches new brand films

    By Our Staff

     

    A23 (Head Digital Works), multi-gaming platform, launched a fresh cluster of brand films under its ‘Chalo Saath Khelein’ campaign featuring actress Rakul Preet Singh. With the initial leg of these ad films, the brand highlights a variety of online rummy formats available on the A23 Rummy application on which users can play online together with friends and family.

     

    The brand film coincides with the ongoing cricket season and the upcoming IPL.

     

    Speaking about the campaign, Gunnidhi Singh Sareen, VP- Marketing, Head Digital Works said: “At A23, we are committed to providing our players with a responsible gaming experience, and our new ad films ahead of the IPL season reflect that. We believe in offering customized game play options to all our players, ensuring that they can enjoy our offerings in a safe and responsible manner. As we launch our latest campaign, we are proud to say that our responsible gaming narrative remains at the heart of our business. We are also excited to highlight our fantasy gaming experiences and offerings this season in the second leg of the campaign. The IPL season presents an excellent opportunity for us to reach the right audience, and we are excited to showcase our offerings on TV to millions of viewers.”

     

  • To showcase revamped product and packaging

    82.5 launches Ghadi campaign

    By Our Staff

     

    Ghadi detergent, popular in north India, has launched a campaign to showcase its revamped product and packaging. The creatives have been executed by 82.5 Communication.

     

    Speaking on this Rahul Gyanchandani JMD RSPL Ltd. said, “At RSPL we are committed to keeping the customer at the heart of everything we do. We constantly push ourselves to meet not just the expressed but even the latent needs of our customers. With the changing times, we knew that the woman of today is hard pressed for time and we wanted to make her life better. Therefore, I am pleased to inform the launch of our new formulation. This is not just an evolution, this formulation will make a real difference to the consumer’s life. I congratulate the team for a massive campaign Mr. Bachchan talking about the problems of the consumers and offering a solution to it with India’s No.1 Ghadi detergent powder.”

     

    Mayur Varma, Chief Creative Officer 82.5 Communication added, “I am excited to be a part of the launch of new Ghadi detergent powder which is going to fundamentally simplify the way mass India washes clothes. An unprecedented offering needed an unprecedented image. Thus, was born the idea of Amitabh Bachchan in a bucket questioning, ‘Kapadon ko aadhe ghanta kyun bhigana padta hai?’ We are hoping this stark image will urge consumers to question the norm too and appreciate the technology advancements in the new Ghadi.” As per Chandana Agarwal, President 82.5 Communication North and East, “The brand takes the big bold step of questioning a norm that has defined the category usage – The 30 minutes of soak time. This norm is not just questioned but broken with great aplomb. “Ab kapdo ko aadha ghanta bhigona kyon?” is the central thought of the campaign. We are very proud and excited to be a part of this new ‘Ghadi’. The ambitious campaign has been shot by Apocalypso Productions.”

     

  • Campaign created by Leo Burnett

    Rajkummar Rao loves Lay’s in new TVC

    By Our Staff

     

    Lay’s potato chip brand has launched a TVC campaign featuring actor Rajkummar Rao. The ‘Ghar Par Lay’s Always’ campaign speaks to the consumers on the perils of not stocking-up Lay’s at home.

     

    Shailja Joshi, Director-Marketing, Potato Chips Category, PepsiCo India said: “At Lay’s, we are committed to infuse a sense of joy into our consumers’ lives and uplift their consumption experiences with our distinct offerings and relatable storytelling. Our newest TVC film for ‘Ghar Par Lay’s Always’ perfectly captures the central role that Lay’s plays during at-home occasions. We’re thrilled to have associated with Rajkummar Rao for this campaign and he has fantastically brought this messaging to life in the film. We hope that it will prompt Lay’s fans to always keep their favourite Lay’s well-stocked at home and experience fun uninterrupted.”

     

    Added Rajdeepak Das, CEO & Chief Creative Officer, Leo Burnett – South Asia: “Lay’s has always been the perfect snack partner and with this film we wanted to reiterate to the audiences to stock up their favourite Lay’s at home. With this hilariously exaggerated cautionary tale starring Rajkumar Rao, our film gives people a glimpse into the perils of not having ‘Ghar Par Lay’s Always’! If you don’t have Lays, anything can happen.”

     

  • To establish a global Digital Collectibles project

    Shemaroo partners with Web3 Consultancy Capital Block

    By Our Staff

     

    Shemaroo, media and entertainment entity, has joined forces with Capital Block, a top Web3 consultancy known for crafting fan engagement-based strategies for sports and entertainment brands. This strategic partnership aims to establish a global presence for Shemaroo’s Virtasy digital collectibles project within the NFT ecosystem. The collaboration leverages Capital Block’s expertise in Web3 and NFT strategy to establish Shemaroo’s Virtasy as a significant player in the global NFT ecosystem.

     

    Capital Block, a globally renowned Web3 marketing agency, brings a wealth of experience in the sports and media industries to the table, making them the ideal partner for Shemaroo’s NFT project, Virtasy.

     

    Speaking about the collaboration, Hiren Gada, CEO – Shemaroo said: “Shemaroo has been a pioneer in adopting new technologies and cutting-edge solutions. Our partnership with Capital Block is the latest step in our ongoing quest to stay ahead of the curve. We are thrilled to collaborate with Capital Block, a true leader in the NFT industry, to establish a strong presence in the global NFT ecosystem. We recognize that marketing NFT projects requires specialized knowledge and skills, as it involves reaching a niche audience of collectors and investors who are interested in this new and emerging market. With Capital Block’s wealth of experience and expertise in the sports and media industries, we’re confident that we’ll be able to successfully navigate this complex landscape. This partnership is the perfect match, and we’re excited to see what the future holds.”

     

    Commenting on the collaboration, Timothy Mangnall, CEO – Capital Block added: “We are delighted to be working with Shemaroo on this project. We believe that NFTs have the potential to transform the entertainment industry, and Shemaroo is well-positioned to lead this transformation. We look forward to collaborating with them to develop a strategy that will engage fans and enhance their global presence.”

     

  • There is little doubt in my mind that IPL's streaming viewership will outnumber that on linear television this year, writes Shailesh Kapoor

    Not at all Quiet on the OTT Front

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorOver the last three years, it became abundantly clear that streaming (or OTT, as it’s called in India) is the medium of the future in this country, even as other media will continue to co-exist. Linear television always had the numbers. But thanks to a mix of factors, ranging from the pandemic, to ever-reducing data costs, to a nosey TRAI, linear television has barely managed to stay afloat. Pressure on revenues has been felt across the board, and that’s never a good sign.

     

    Streaming itself is trying to find its sweet spot. Is it a premium paid (SVOD) medium, as all the promotions of well-mounted web-series suggest? Or is it a medium for the ‘masses’, where free (AVOD) content is going to dictate the future? The jury has been out. And the last few weeks have seen their share of action on this front.

     

    Perhaps the biggest shift in the dynamic has been around the IPL. The 16th edition of the league, which starts March 31, will stream free on JioCinema. That’s a polar opposite to how it was thus far: IPL was a subscription (and hence, revenue) driver for Disney+ Hotstar, not just in India but at a global level too.

     

    Then, there’s the talk of the largest AVOD player in India outside of YouTube, i.e., MX Player, being up for sale. The content side is going through its continuous evolution. For example, price points for acquiring streaming licences to theatrical releases have not stabilised yet.

     

    All these are healthy signs, one would think. A growing category is bound to see new ideas, new strategies, and new alignments. And some of these may shape the future of the category. For example, there is little doubt in my mind that IPL’s streaming viewership will outnumber that on linear television this year.

     

    How did linear television find itself in this situation is a matter of another debate. But it should not have, because it’s still the staple, go-to medium for millions of Indian families every night. But the only way you can fight technology is by building a precise and relevant narrative. The linear TV industry has failed to do that for itself.

     

    Amidst all the positive action, the talk of censorship of streaming content has started again. This week, the I&B minister advocated censoring “vulgarity”. The genesis of this not-so-veiled threat lies in a Delhi High Court judgment will handling a complaint on TVF’s show College Romance. The state and the judiciary playing moral police can be a major irritant in a category that’s otherwise amid a period of high activity and growth.

     

    All eyes, hence, are on India’s streaming story, in its second phase, where the category seeks stabilization and re-alignments. And the upcoming IPL will set the ball rolling on that front.

     

  • Okay, okay, before you say 'what an #@$@# question', rememember, it's a Friday. And the second-last Friday of the financial year. But we're sure you're dying to read the answer by Dr Bhaskar Das in the March 24 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | There are various types of blessings you hear… Aayushmaan Bhavah, Kirtimaan Bhava, Vijayi Bhavah. What kind of ‘blessing’ would you given an A&M professional?

    Bhaskar DasOkay, okay, before you say ‘what an #@$@# question’, rememember, it’s a Friday. And the second-last Friday of the financial year. But we’re sure you’re dying to read the answer by Dr Bhaskar Das in the March 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. There are various types of blessings you hear in Indian mythology… Aayushmaan Bhavah, Kirtimaan Bhava, Vijayi Bhavah. What kind of ‘blessing’ would you given an A&M professional

     

    A. Atmanirbhar Bhavo, Mrityunjayi Bhavo (meaning be self-sufficient, be deathless, that is, perpetually obsolescence-free).

     

  • Indicates significant potential for MarTech growth

    WPP launches 3rd Edition of the ‘Mirum India MarTech Report’

    By Our Staff

     

    Mirum India, a Wunderman Thompson company, launched the 3rd Edition of the ‘Mirum India MarTech Report’ today. The report, powered by WPP, provides an insightful guide to the emerging MarTech landscape in India. The report captures how MarTech solutions are being utilized by brands to effectively communicate their brand messages to the right set of audiences at the right time.

     

    The report highlights that while the global spend on MarTech solutions is around 25% of the total marketing budget, in India, majority organizations spend less than 15%, indicating significant potential for growth. With MarTech spending set to increase across company sizes and sectors, 88% of respondents expect to increase their MarTech spending over the next three years. The report also emphasizes the need for brands and organizations to work with growth partners as preferred by MarTech HEROES, focusing on ROI, and delivering value to the brands.

     

    Data-driven organizations, which make up 15% of the respondents, have a data-driven marketing edge that most other organizations might miss. However, the report cautions that with the advent of Web3, and the shift towards a cookie-less world, rethinking marketing strategies is on the cards for most organizations.

     

    The report aims to provide clarity to the industry, enabling brands and growth partners to understand how the ecosystem can drive value for themselves and their clients.

     

    Speaking on the launch of the report, Hareesh Tibrewala, Joint CEO – Mirum India, said: “The estimated size of the MarTech industry in India is expected to be between $35bn and $50bn by 2026, presenting a sizeable opportunity for businesses. Our latest report highlights how brands are using MarTech solutions to effectively deliver the right brand message to the right customer at the right time, creating fabulous customer experiences and increasing brand loyalty. It is interesting to note that marketers globally spend 25% of their budgets on MarTech solutions, and our report shows the emergence of MarTech EXPLORERS, who are keen to leverage the power of MarTech. This presents an exciting opportunity for businesses to grow and thrive in the ever-evolving digital landscape.”

     

    CVL Srinivas, Country Manager – WPP India added: “To succeed in the rapidly evolving tech and data driven world, organizations need good marketing automation tools and diverse skill sets. The report highlights the need for growth partners, preferred by MarTech HEROES, to ensure strong ROI for clients. It brings clarity to the ecosystem and presents an exciting opportunity for businesses to create fantastic customer experiences and increase brand loyalty. At WPP, we’ve invested heavily in building our tech and data practices, creating a comprehensive ecosystem where value is delivered at every touchpoint.”