MxMIndia

Author: mxmadmin

  • A government which has a captive media which silences calls for accountability furthers the atmosphere of fear and silence, writes Ranjona Banerji

    Ranjona Banerji: When life & death are governed by optics

    By Ranjona Banerji

     

    Ranjona BanerjiThe terrible train crash at Balasore, where three trains collided and derailed, almost 300 people died and countless others were injured, is a textbook case of how life and death in India are governed by optics.

    The general reaction from the government has been to save itself. The deaths and the reason for the accident are less important than the image of the Prime Minister and to some extent, that of the Railway Minister as well. The fact that this government has been boasting nonstop about safety and what it has done about it, must be ignored and brushed over. And as usual, you have a captive media ready to play along and help both Narendra Modi and Ashwani Vaishnaw with their publicity needs.

    The attack on sanity is multi-pronged. The goal is to ensure that no blame falls on the government. So the PM does not rush to Balasore, but makes a calculated visit, stares at some diagrams, makes a few phone calls, all carefully captured on camera, and then attends some “high level” meetings where some videos are shown.

    The railway minister does rush to the site. Clambers over and under bogies. Presumably he is a qualified accident research expert. In case you raised any doubts here, we are immediately told by government experts on Twitter that Vaishnaw once worked for the German company Siemens and is thus an expert on all things related to trains. I use a Siemens washing machine. Good to know there’s someone reliable to turn to in case I have any issues.

    Several top TV anchors also inform us that it is wrong to demand any resignations. What purpose will resignations serve? The work has to be done. Who else but a former Siemens employee can do it? And so on. Resignations can only be demanded by the BJP and not by anyone else. Responsibility will be placed at the door of some low-level railway employees. The massive “defence” system launched and touted by the Modi government as some fabulous never-seen-before miracle can neither be questioned nor held to scrutiny. The media provides Modi with a “kavach” to save “Kavach” if you will.

    This is the level of evil stupidity that we have had to contend with for the past nine years and more. Am I being unfair? Give me better words, please.

    A government without accountability is a dictatorship. A government which has a captive media which silences calls for accountability furthers the atmosphere of fear and silence.

    None of this is new.

    But it is somehow criminal that as we lurch from disaster to disaster, the massive publicity juggernaut finds so much support from the mainstream media. It was not that long ago that millions died from the Covid-19 pandemic and bodies were thrown into pits and mass graves by the riverside. Now we see bodies being thrown into trucks. All par for the course. India is like this only. Why isn’t the Chief Minister of Odisha visible, why is Mamata Banerjee of West Bengal visible and so on.

    Then we have our commentators who run through all our railway ministers and decide the current one is the best. Evidence plays no role here, nor does sensitivity. The External Affairs minister tweets that the world is with us in our hour of tragedy. As if no country in the world has ever been sympathetic to any other manmade or natural disaster before Modi became PM. Optics.

    The ultimate defence is reserved for Modi himself of course.

    What can he do?

    Does he run the railways?

    The British built the tracks.

    Whatever other historic excuses you may choose to invent.

    But when Modi flags off every other train and takes credit for its décor, then no one asks why the Prime Minister of India is needed to inaugurate new trains.

    O no.

    For all his actions, here stands the mainstream media, providing that much needed shield. A shroud for the deaths, for Manipur, for the wrestlers, for the economy, for the environment, for the children, for the future. Close your eyes. Now bow down to the Emperor.

     

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

     

  • In cricket commentary lingo, a la Ravi Shastri, our Wizard with Words has hit the ball (our question) out of the park. Here's Dr Bhaskar Das in the June 6 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | For purists, the five-day Test is the final frontier. But does Test cricket still enthuse an IPL ka deewaana like yourself?

    Bhaskar DasIn cricket commentary lingo, a la Ravi Shastri, our Wizard with Words has hit the ball (our question) out of the park. Here’s Dr Bhaskar Das in the June 6 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. For purists, the five-day Test is the final frontier. But does Test cricket still enthuse an IPL ka deewaana like yourself?

     

    A. In the context of your question, I recall Mark Twain once commented that “rumours of my death have been greatly exaggerated”. The same could perhaps be said for Test cricket, which, in recent times has risen from its ashes and proved wrong many naysayers of the format. We have seen it’s evidence in the India-Australia series, in the New Zealand-England series and then with Sri Lanka. They were no less exciting than IPL matches.

     

    I admit that the South Africa and West Indies series attracted less crowds, but to say that days of Test cricket are numbered, might be a sweeping conclusion. It’s true that the small formats of the game suits the hurly-burly life of the younger generation, but ICC is trying to inject some new lease of life to the Test cricket- one of them being the Test Cricket World Championship.

     

    Finally, as a journalist, you would be able to appreciate that a short format article has appeal to some segments of an audience. But that doesn’t mean that long format articles have no takers. If the current attention span of You Tube viewers is barely two minutes, then the binge viewing of OTT platforms would have been dead by now.

     

  • He will be based in Mumbai and will report to Sandipan Bhattacharyya

    Grey appoints Ankit Mathur as Group CD

    By Our Staff

     

    Grey Group India has announced the appointment of Ankit Mathur as Group Creative Director for its Mumbai office. He will be based in Mumbai and will report to Sandipan Bhattacharyya, Managing Director and Chief Creative Officer – South Asia. Mathur’s last stint was with Dentsu Webchutney as a Creative Director.

     

    Said Sandipan Bhattacharyya- Managing Director and Chief Creative Officer – South Asia: “We’ve been walking the talk on hybrid creative solutions for a while now and demonstrating how the future agency is one where diverse skillsets come together and create ideas for a digital-first world. Ankit has a great blend of strategic prowess, creative purpose and craft to add to the amazing mash-up of talent we have at GREY. He’s totally ready to make some deep dents in the creative universe and he’s found just the right place!”

     

  • The partnership dates back to 2002

    Pernod Ricard retains Wavemaker India

    By Our Staff

     

    If there was a 21-year variant of Chivas Regal, Pernod Ricard’s bestselling whiskey brand, the folks at Wavemaker India could well be pulling out. The media agency of GroupM has retained the media mandate of Pernod Ricard India. Wavemaker has been associated with the brand since 2002 as its media partner.

     

    As a part of the mandate, Wavemaker will oversee all services throughout the marketing funnel. Wavemaker’s Delhi office will continue to service the media mandate.

     

    Said Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India: “Wavemaker showcased a solid vision that is aligned to our values and transformational journey striving for greater impact, innovation, and efficiency. It included a robust future facing strategy, team structure, processes, new technology integration and enhanced data science capabilities. We are delighted to continue our long and mutually beneficial relationship with them.”

     

    Added Prasanth Kumar CEO – South Asia, GroupM: “This is truly a remarkable and exhilarating moment for all of us. We are thankful to the leadership at Pernod Ricard India for their unwavering support. Being consistently acknowledged as a trusted partner brings us deep humility. At Wavemaker and GroupM, we are committed to delivering unmatched excellence and innovative solutions that drive success for Pernod Ricard’s esteemed brands.”

     

    Speaking on retaining the media mandate, Ajay Gupte, CEO – South Asia, Wavemaker said: “This is a moment of pride for all of us at Wavemaker and GroupM. Pernod Ricard India is one of the most prestigious brands we have been associated for more than 2 decades, and it’s an absolute honour for us to continue this relationship further.  The retention is a ratification of our efforts and deep understanding of Pernod Ricard India’s business and our capabilities to deliver innovative solutions in media and marketing communications. I am extremely grateful to Pernod Ricard India for reaffirming their faith in us.”

     

    Added Mansi Datta, Chief Client Officer & Office Head – North & East, Wavemaker India said, “I am falling short of words to express the excitement on retaining the media mandate for Pernod Ricard. We are extremely happy and thrilled to start a new chapter in this next lap of our relationship. Wavemaker and Pernod Ricard India together have created many industry firsts media and content partnerships. We are committed to continue creating unmatched brand solutions and help Pernod Ricard India build stronger consumer connects going forward.”

     

  • Family feuds and a game of musical chairs is not new to the Chennai media giant

    Another squabble @ The Hindu: Exit: Malini Parthasarathy, Enter: Nirmala Lakshman

     

     

    By Our Staff

     

    For a newspaper as sedate and propah as The Hindu, there is some heavyduty boardroom activity that forever keeps happening at the Mount Road (now Anna Salai), Chennai-headquartered media giant. Mount Road Mahavishnu is what The Hindu was called by old-timers. Perhaps it’s not politically/ideologically correct to call it that today.

    So the news is known: Malini Parthasarathy, stepped down as Chairperson at the Board’s meeting on Monday (June 5) upon nearing the completion of her three-year term. But she did so via a Tweet. People close to the powers that be in The Hindu were of course aware that a change was set to be announced.

    Soon enough, the The Hindu announced the appointment of Nirmala Lakshman as Chairperson of the Board of Directors of The Hindu Group Publishing Private Limited (THGPPL) for a term of three years. The decision the report notes, was unanimous. The announcement is also frontpaged in papers on Tuesday (June 6).

    Nirmala Lakshman is a doctorate in post-modern literature and brings with her more than four decades of experience as an editor, writer, and strategist for The Hindu’s various publications. In her years as Joint Editor of The Hindu, she led the re-launch of several feature sections and the creation of new ones, such as ‘The Hindu Literary Review’, ‘Young World’, and ‘The Hindu in School’. She is the founder and curator of Lit for Life, The Hindu’s literary festival. Ms. Lakshman served as the Chairperson of Kasturi Media Limited (KML), publishers of The Hindu Tamil Thisai.”

    The challenge for Lakshman though is not going to be in the features department that she is doubtless a pro at. It’s the news department where there is a challenge. The Hindu editorial thinktank (N Ram essentially) is not known to be positively disposed towards the BJP regime, and although Tamil Nadu has always seen a unique blend of regional politics, it’s key for the powers that be in Delhi to not have a print major like Hindu oppose it.

    Back to the report, which added: “The Board of Directors of THGPPL placed on record its appreciation of Ms Malini Parthasarathy’s contributions to the Group and its publications as well as the efficient way in which she led the deliberations and proceedings at the Board level. The Board expressed confidence that Ms Lakshman, with her qualifications and experience, would succeed in fulfilling the responsibility that comes with her new position.”

     

    Earlier, a statement by Parthasarathy, went viral: “My term as Chairperson of The Hindu Group Publishing ends. However, I have also resigned from the Board of the THGPPL as I find the space and scope for my editorial views shrinking. My entire endeavour as Chairperson and Director, Editorial Strategy was to ensure that The Hindu Group revives its legacy of fair and unbiased reporting. Also my efforts were to free our narrative from entrenched ideological bias. Since I find the scope for my efforts has narrowed, I have decided to move on. I thank all my well-wishers and friends who have supported this challenging journey.”

     

    According to the grapevine, and also reported in some media, Parthasarathy wanted the position of Editorial Director, but that wasn’t found in favour of the Board. There is another view that Parthasarathy has been seen to be not dramatically opposed to the Narendra Modi regime. She posted a picture with him, something that came as a surprise to given that she is the editor of a left-of-centre publication like The Hindu. More recently, she consoled former Indian Express strongman and RSS ideologue S Gurmurthy’s lambast of a Hindu story on the sengol controversy. N Ram, who is the editorial face of the paper, aggressively backed the report.

     

    But, then, The Hindu-watchers know that the current developments don’t mean anything much. Parthasarathy could well be back in the saddle after three years, or nine-and-a-half.

     

  • The occasion: The  ‘Big End of Season Sale’ event, hopes to bring close to 200,000 sellers and more than 10,000 + brands

    Flipkart’s sale promoted on Times Square, NYC

    By Our Staff

     

    What’s a big bang sale of Indian e-commerce major doing by spending top dollars for a billboard on Times Square. And this is not outside the Times of India building in Mumbai or New Delhi, but the original one in New York City. Why? Well, we don’t know. But it’s all about creating an impact, and we guess the folks in the Bengaluru-headquartered company think this could grab the right eyeballs.

     

    The occasion: The  ‘Big End of Season Sale’ event, hopes to bring close to 200,000 sellers and more than 10,000 + brands The brand: Flipkart Speaking about the event, Abhishek Maloo, Senior Director, Flipkart Fashion said, “At Flipkart, the ‘End of Season Sale’ is truly a festival for us and is an opportunity to bring joy to stakeholders across our ecosystem. This season, the festival is the biggest fashion celebration and we decided to channel this into our advertising endeavours. For the first time ever, we’re extending the shopping euphoria across oceans, all the way to Times Square. Season after season, this event has received immense appreciation from customers across India, unlocking tremendous growth for the sellers and brands on our marketplace. It is our constant endeavour to provide an expansive range of the latest fashion apparel, footwear and accessories, made accessible by a seamless technology-led shopping experience. As India avails best value on the most sought after brands, we intend to enthral shoppers globally with India’s festive fervour.”

     

     

  • This was meant to be a question, and our Wizard with Words has now given us a task. Read all about it in the response by Dr Bhaskar Das in the June 7 edition of Das ka Dum. Read on….

    Das ka Dum with Dr Bhaskar Das | Since so many film stars are putting on better acts in TV ads than in films or OTT content, do you think the film awards should have a special category for Best Performance in a Video Commercial?

    Bhaskar DasThis was meant to be a question, and our Wizard with Words has now given us a task. Read all about it in the response by Dr Bhaskar Das in the June 7 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 so many film stars are putting on better acts in TV ads than in films or OTT content, do you think the film awards should have a special category for Best Performance in a Video Commercial?

     

    A. Interesting idea. In fact IAA India chapter has a category of award for the Brand Ambassador of the Year. But it doesn’t directly evaluate performance of stars on some predetermined parameters, as in the case of film awards.

     

    One can’t deny that it requires skill to enact a script in 30/45 seconds and capture the essence of a communication in the most impactful manner.

     

    I have a suggestion: why not MxM start the award and get some first-mover advantage!

     

  • The Gloves are off and the Octopus has evolved

    MullenLowe rejigs brand identity

    By Our Staff

     

    MullenLowe unveils its new global identity and a refreshed positioning, created to unite the network across 57 markets globally and differentiate it from competitors. MullenLowe sees the octopus evolve from an operational mascot to a kindred spirit that visually represents how brands need to grow today.

     

    The agency’s positioning is underpinned by research revealing innovative brands grow at twice the pace of their competitors, and brands that continue to innovate grow seven times faster*.

     

    Said Kristen Cavallo, CEO of MullenLowe Global: “Our icon offers the perfect metaphor. The octopus has survived over 300 million years precisely because of its fluidity and ability to adapt. It is the only organism that routinely self-edits its own DNA—a model for how brands should behave today,”

     

    The new brand identity was created by MullenLowe U.S. and led by head of design, João Paz.

     

    “We want to challenge the way brands show up in the world. Our octopus is not afraid of change; it’s in its nature, its DNA. We embraced that with a fully generative identity, crafted to show personalization at scale,” says Paz.

     

    The new logo doesn’t live by the rules of logic. It breaks free from any type of symmetry and rigidity. With no corners or end points, it changes and moves and behaves in different ways. “Our octopus is alive. It has a will, a personality, and, above all, it wants to move. With its endless twists and turns, it has the freedom to reinvent itself infinitely,” adds Paz.

     

    MullenLowe invites its more than 4,000 employees globally to design their own octopus using a generative app. “We want the design system to reflect who we are and allow each person who’s part of MullenLowe to make their own mark,” says Paz. It allows users to customize the octopus for email signatures, social and profile icons, and even the background of an Apple Watch.

     

    A whimsical contrast between the logo and wordmark.

    The fluid octopus is paired with a bespoke wordmark that is stark, reliable, and firm in its logical Serif treatment. It grounds the funkiness of the octopus, combining emotion with reason. While the octopus welcomes the new, the wordmark pays tribute to the past and the agency’s long-standing heritage.

     

    A system that shows how we come together as a family.

    In addition to all the individual iterations, a pattern was created to represent inclusivity and the coming together of all the unique expressions and people who make up MullenLowe.

     

    Tentacles that morph into letters.

    To complete the visual identity, the system includes its own trademarked typographical treatment. The octopus’s tentacles morph into letters and numbers that create a full typeface from A to Z, and from 0 to 9.

     

    A new MullenLowe.

    The identity has rolled out across the agency’s communications touchpoints, including the website and social media. It will be splashed across office walls and with highly anticipated swag. The new look goes beyond design to create renewed energy, pride, and confidence in the network’s next chapter.

     

    A belief and a promise.

    “This is more than just a logo redesign. We have a point of view on how brands grow, and we built our identity and voice to reflect that belief. In a rapidly changing world, more of the same is not the path to long-term success. Brands need to earn and continually defend their unfair share of attention,” says Cavallo. “Products might be boring, but brands can never afford to be.”

     

  • Will oversee hyperlocal programs for the automobile OEM

    Maruti Suzuki appoints AGL for hyperlocal marketing

    By Our Staff

     

    AdGlobal360 (AGL), MarTech company that’s a member of Hakuhodo International, has won the mandate for managing the PAN-India Hyperlocal Marketing of Maruti Suzuki India Limited (MSIL) – which would span across 3400+ Outlets across the Country.

     

    Sharing his opinion of this burgeoning partnership, Shashank Srivastava, Sr. Executive Officer, Marketing & Sales, said: “The contribution of hyperlocal marketing to our business is significant and digital leads from this program account for nearly 30% of our car sales. AdGlobal360’s are specialists in this and we are looking at a partnership that will collectively help us grow manifold. We look forward to their expertise in managing a program of this scale and delivering effectively on our expectations.”

     

    Speaking on the win, Rakesh Yadav, CEO-AdGlobal360, added: “This is more than a win for us, since we were already managing half of Hyperlocal Marketing for MSIL. This is a validation of our expertise and the value we bring to our partners, MSIL and the Dealers. It is our promise that with our continuous investments in understanding Indian Consumers through our Sei-katsu-sha philosophy, we will keep getting better and deliver better outcomes.”

     

  • To celebrate the beginning of the new academic year

    Croma rolls out Back to Campus campaign

    By Our Staff

     

    Croma has launched a series of digital films as part of its Back to Campus campaign. The engaging films embody the spirit of Gen Z students and the vital role electronics play in their lives. The films seamlessly integrate laptops, tablets, smartphones, smart watches, headphones, and earphones, showcasing Croma’s commitment to providing a wide range of options to cater to the diverse needs of students.

     

    Conceptualized by the in-house creative team at Croma, directed by Jeet Lotia, and executed by Useful Garbage Creations, the digital films highlight the campaign’s theme, ‘We Got You.’

     

    Said Shibashish Roy, Chief Operating Officer, Croma: “The beginning of an academic year is a time filled with possibilities and endless opportunities,”. “We recognize the significance of this transition in the lives of students and want to assure them that even though everything is about to change, we will always be there for them. Our tagline — #WeGotYou – embodies this sentiment as well as our commitment to providing the best products and a seamless shopping experience as they embark on this new leg of their journey. So, whether you’re looking for a laptop or a wireless headphone, a smartphone, or a tablet, know that we will always have your back.”

     

  • It is conceptualised by DDB Mudra

    McDonald’s North & East evokes nostalgia with its new TVC

    By Our Staff

     

    McDonald’s India – North and East has launched its latest TVC taking viewers down memory lane, showcasing familiarity with the brand across generations. It is conceptualised by DDB Mudra.

     

    Talking about the launch of the TVC, Rajeev Ranjan, Managing Director, McDonald’s India – North and East, said, “Our customers have fond memories associated with our brand.  This TVC takes the viewers down the memory lane and helps her re-live the Joyous and ‘happy times she had with loved ones at McDonald’s. Through thoughtful gesture of care, love and reciprocity, the TVC gently touches heart and reassures that it does not take much to create and enjoy feel good delicious memorable moments at McDonald’s – ‘Kisi ka din banaane ke liye, bas dil bada hona chahiye’, We are hopeful of this resonating well with our customers.”

     

  • The campaign is titled ‘My Account Starts Today’

    HSBC unveils new campaign with Virat

    By Our Staff

     

    HSBC India has unveiled its latest advertising campaign featuring its new brand influencer, Virat Kohli. The campaign is titled ‘My Account Starts Today’ and will run across media formats.

     

    Commenting on the association, Sandeep Batra, Head, Wealth and Personal Banking, HSBC India, said: “Our collaboration with Virat Kohli reflects HSBC’s deep-rooted positive sentiments and unwavering commitment to India. With our extensive range of products and services, we are strategically positioned to support multiple facets of India’s economy, poised for enduring growth. This campaign serves as a testament to our dedication to growth and our aspiration to become the preferred international financial partner for our clients.”

     

    On the campaign, Jaswinder Sodhi, Head of Customer Proposition, Digital and Marketing- Wealth and Personal Banking, HSBC India said, “The campaign holds a special place in our hearts as it resonates with our core purpose of ‘Opening up a world of opportunity’.  In India, cricket’s ability to transcend boundaries seamlessly integrates with our objective. Through the campaign, we are reiterating our dedication to provide new opportunities to our clients. As a brand we are committed to long-term success, investing in the growth and forging an emotional connection with our customers.

     

    https://youtu.be/fE0xfLRsbW0