MxMIndia

Author: mxmadmin

  • Announces dedicated kids and family hub

    JioCinema goes on overdrive with kids

    By Our Staff

     

    On Children’s Day, JioCinema announced its foray into children’s entertainment with a focused ‘Kids and Family’ offering. With over 3000 hours of well-known global and Indian Ips in five-plus Indian languages. This takes the separate offering for children under Voot Kids to the next level. A communique issued quotes an unnamed spokesperson saying: “At JioCinema, we are deeply committed to building a one-stop destination for all things entertainment. We are invested in understanding Indian audiences and their preferences and continue to evolve as the preferred source for all their entertainment needs.”

     

    On offer will be old Viacom18 Ips like Motu Patlu, Shiva, Rudra, Chikoo aur Bunty, Pinaki and the Bhoot Bandhus, The Twisted Timelines of Sammy & Raj, Kanha – Morpankh Samrat, among others. And then there will be Harry Potter, Transformers, HBO Storybook musical, The Looney Tunes Show, Super Mario Bros, Justice League War World, Garfield, Tin Tin, Trollstopia, Zig & Shark, Peppa Pig, Pokémon, and movies like Shrek, Kung Fu Panda, Madagascar, Teen Titans Go, Polar Express, Lego Ninjago, The Flintstones, Boss Baby, etc. Some of this has been inked thanks to partnerships with leading studios including Cartoon Network Studios, Dreamworks, EOne, The Pokémon Company & Animaccord, among others, the offering will add fresh content every week.

     

    Headlining the rollout of the kids and family slate is the Pokemania festival which starts today (November 16).

     

    We spoke with an industry observer to get a perspective on the launch, and this is what she said: “What Jio Cinema has been able to crack is the code on what works for children, something that not many grown-up content heads find it difficult to do. Getting top content from across platform is creditable. The kids category is by far the toughest to please given that what appeals to an seven-year-old will be childish for someone who is 11. Jio Cinema has segmented this further with an age-appropriate approach and a promise of new show or movie every week for kids, something that no OTT or linear television offering is doing.”

     

  • The lack of infrastructural access in India socially excludes people and causes much inconvenience, writes Shruti Pushkarna

    Are we disabling the disabled due to lack of access in social settings?

     

     

    By Shruti Pushkarna

     

    Shruti PushkarnaFestivities are in the air. Weddings, Diwali, Bhai Dooj, Chhath Puja, it’s an action-packed November. Events that people bring people together, closely celebrating and exchanging happy moments. Also, events with a substantial economic impact, especially opulent Indian weddings. This year, the business from Indian weddings alone is estimated to be worth $51 billion.

     

    I was part of a recent week-long celebration with close family and friends in a big fat Punjabi wedding. Away from home, tucked in a resort on the outskirts of the capital, we created memorable moments of joy. The organisers, hotel and event partners carefully crafted four distinctly themed events, vibrant with colours, music and dance.

     

    I was awestruck by the grandeur of the venue, the décor, and the variety of food on offer. Except there was one hiccup. Access. For someone on a wheelchair or someone with ageing knees, the venue was partially inaccessible.

     

    One of the sections had a stair-only access, with no ramp, and no elevator. My mother who was suitably decked up for her dearest niece’s wedding, had to be lifted by four staff members (very willing to help), to get to the stage area. And this was done several times as she wheeled in and out of her room to attend the various festivities. I also noticed elderly family members on both sides, finding it troublesome to go up and down the long-winding staircases.

     

    This hotel, like most others, was packed with wedding bookings through the season. Two or three simultaneous arrangements were underway. There was no dearth of money being made. And the crew was quite hospitable. But when it comes to accessibility, it didn’t seem to be a priority. There was a ramp at the entrance and one at another outdoor section of the venue. But nothing that was suitably built for ease of access. It was not in sync with the prescribed guidelines.

     

    The bathrooms too were inaccessible for someone confined to a wheelchair, making me wonder if only ‘fit and normal’ people are expected to attend joyous celebrations.

     

    Of course, since one is used to the lack of access, we had quick responses ready for each of the barriers. Nothing could prevent us from having a good time! But I wondered how people who were less experienced and less prepared than us, managed to navigate the space with its set of challenges.

     

    It also reminded me of the frustration experienced by model and activist, Virali Modi, at her own wedding last month. In a series of social media posts that instantly went viral, Virali shared her ordeal as she was lifted ‘like a piece of luggage’ up two flights of stairs, so she could get married at the Mumbai Registrar office in Khar. There was no lift or ramp, and the officer refused to come downstairs for her signatures on the documents.

     

    PLEASE RT!

    I am disabled and I got married at the Registrars Office at Khar Mumbai on 16/10/23. The office was on the 2nd floor WITHOUT a lift. They wouldn’t come downstairs for the signatures and I had to be carried up two flights of stairs to get married. pic.twitter.com/ZNCQF3gJRY

    — Virali Modi (@Virali01) October 18, 2023

     

    The most precious moment of her life turned into an exasperating one, because the infrastructure in the country is built overlooking the needs of millions of persons with disabilities. Virali also highlighted in one of her posts that this could be equally disgruntling for someone who had a fall or a temporary difficulty walking up the stairs.

     

    As she posted pictures citing the steep stairway and rusty railings, I recalled every single time when the lift in our housing society broke down and my mother was left with no choice but to be riskily transported three floors up on a plastic chair as her wheelchair won’t leave any room for turning.

     

    Why should anyone go through such fearful and undignified experience for a regular excursion out of home? I have seen individuals and business owners finding it hard to understand different forms of access for persons with different types of disabilities. But when comes to wheelchairs, it’s fairly easily comprehended.

     

    In fact, if one were to ask a non-disabled person, what they picture when they think of a disabled person, the response is likely a wheelchair, crutch, or a walking stick. And the most implemented accessibility solutions, are ramps and elevators.

     

    Wheelchairs are frequently depicted in media, advertising, and cultural representations when discussing or portraying disability. This visibility reinforces the connection between wheelchairs and disability in the public consciousness.

     

    And yet, such huge gaps exist in both private and public infrastructure. How come the average Indian citizen is unfazed at a wedding or any other social setting, where one or two people face restricted participation?

     

    Wheelchairs are commonly associated with disability because they are a mobility aid designed to assist individuals who have difficulty walking or cannot walk at all due to various physical impairments. The wheelchair is a device that enhances mobility, making it one of the most visible symbols of disability.

     

    For many people with mobility impairments, wheelchairs represent a means of gaining independence and maintaining an active lifestyle. They allow individuals to move around and participate in various activities, both indoors and outdoors, without relying on assistance from others.

     

    And yet, most news headlines reporting Viral Modi’s harassment at the registrar’s office, termed her as a person who is ‘wheelchair bound’!

     

    One wonders if it’s the cost of removing barriers of access that prevents inclusion or the deterring societal mindset towards the invisible majority of persons with disabilities, including those with permanent, temporary and age-related impairments.

     

     

    Wondering why MxMIndia publishes a disability advocacy column? Well, we strongly feel that the media can dramatically transform the world for persons with disabilities. This series attempts to help bring forth issues that the media must champion to create a truly inclusive and accessible India. Writing  this column is Shruti Pushkarna, a former journalist and now a disability inclusion advocate based in New Delhi. Her views here are personal. To access the archives of her 80-odd columns, please visit: https://www.mxmindia.com/category/ columns/shruti-pushkarna/

     

    If you have a view on the issues raise or would like to align with MxMIndia on this cause, write to us at editor [at] mxmindia.com.

     

  • To be available to Prime members at an introductory price of Rs 249

    Prime Video launches FanCode, a dedicated sports channel

    By Our Staff

     

    Prime Video, the entertainment offering from Amazon, has expanded its sports programming by launching FanCode on Prime Video Channels. The first dedicated sports streaming service will offer “access to the best of global and domestic sports”. Prime members can now purchase an annual add-on subscription of Rs 249 to FanCode.

     

    Said Vivek Srivastava, head – Prime Video Channels, Prime Video, India: “At Prime Video, we know that while our entertainment preferences are delightfully diverse across the country, we are all ardent sports fans! All forms of sports have such strong, passionate fans following them and we would like to make access to a diverse array of sports super easy,” adding: “We are thrilled to collaborate with FanCode to offer our customers an immersive sport viewing experience with a line-up that spans multiple sports and geographies. We are certain that the diversity in programming, and the convenience of enjoying all their favourite sports at a single destination, will delight sport lovers across the country. The addition of FanCode to Prime Video Channels also allows us to offer a comprehensive bouquet of entertainment, from international and local language content to kids-focused and now live sports.”

     

    Other than FanCode, Prime Video channels include BBC Player, BBC Kids, Animax + GEM, Lionsgate Play, discovery+, Eros Now, DocuBay, ManoramaMAX, hoichoi, MUBI, AMC+, ShortsTV, VROTT, Acorn TV, NammaFlix, Stingray All Good Vibes, iwonder, Curiosity Stream, Chaupal, MyZen TV and Museum TV.

     

  • The draft guidelines are open for public feedback until December 31, 2023, post which they will be finalised

    ASCI proposes draft guidelines for environmental claims in advertising

    By Our Staff

     

    The Advertising Standards Council of India (ASCI) takes a pivotal stride towards enhancing transparency and accountability in environmental advertising through the unveiling of comprehensive draft guidelines on “Environmental/Green Claims.” The draft guidelines are open for public feedback until December 31, 2023, post which they will be finalised. Developed by a multi-stakeholder taskforce, including environmental experts, these guidelines aim to ensure that advertisements are free from greenwashing practices. The draft guidelines establish a clear framework for advertisers to present truthful and evidence-based environmental claims.

     

    Said Manisha Kapoor, CEO and Secretary-General, ASCI, “ASCI’s draft guidelines on Environmental/Green Claims are a crucial step to ensure that consumers who wish to support green brands have the correct information to make an informed decision. These guidelines set a standard for advertisers, and aim to foster a culture of transparency and authenticity in advertising in the best interest of the consumers. We encourage all stakeholders, including consumers, industry, civil society members, and experts, to provide their feedback on the draft guidelines to enable us to sharpen and strengthen them.”

     

    Proposed Guidelines:

    1. Absolute claims such as but not limited to “environment friendly”, “eco-friendly”, “sustainable”, “planet friendly” that imply that the product advertised has no impact or only a positive impact must be supported by a high level of substantiation. Comparative claims such as “greener” or “friendlier” can be justified, for example, if the advertised product or service provides a total environmental benefit over that of the advertiser’s previous product or service or competitor products or services and the basis of such comparison is made clear.

    2. Environmental claims must be based on the full life cycle of the advertised product or service, unless the advertisement states otherwise, and must make clear the limits of the life cycle. If a general claim cannot be justified, a more limited claim about specific aspects of a product or service might be justifiable. Claims that are based on only part of an advertised product or service’s life cycle must not mislead consumers about the product or service’s total environmental impact.

    3. Unless it is clear from the context, an environmental claim should specify whether it refers to the product, the product’s packaging, a service, or just to a portion of the product, package, or service.

    4. Advertisements must not mislead consumers about the environmental benefit that a product or service offers by highlighting the absence of an environmentally damaging ingredient if that ingredient is not usually found in competing products or services by highlighting an environmental benefit that results from a legal obligation if competing products are subject to the same requirements.

    5. Certifications and Seals of Approval should make clear which attributes of the product or service have been evaluated by the certifier, and the basis of such certification provided. Certifications and Seals used in an advertisement should be from a Nationally/Internationally recognised certifying authority.

    6. Visual elements in an ad should not give a false impression about the product/service being advertised. For example, logos representing a recycling process on packaging and/or in advertising material can significantly influence a consumer’s impression of the environmental impact of a product or service.

    7. Advertisers should refrain from making aspirational claims about future environmental objectives unless they have developed clear and actionable plans detailing how those objectives will be achieved.

    8. For carbon offset claims advertisers should clearly and prominently disclose if the carbon offset represents emission reductions that will not occur for two years or longer. Ads should not claim directly or by implication that a carbon offset represents an emission reduction if the reduction, or the activity that caused the reduction, was required by law.

    9. For claims pertaining to the product being compostable, biodegradable, recyclable, non-toxic, free-of etc. advertisers should qualify the aspects to which such claims are being attributed, and the extent of the same. All such claims should have competent and reliable scientific evidence to show that:

     

    The product or the qualified component where applicable will break down within a reasonably short period of time after customary disposal.

     

    The product is free of elements that can lead to environmental hazards.

     

  • To elevate brand visibility

    Buzzworks partners with 80dB Communications

    By Our Staff

     

    Buzzworks Business Services has chosen 80dB Communications as its strategic communications partner.

     

    Said Satish Rajan, Group Chief Marketing Officer at Buzzworks Business Services Pvt Ltd. and Innovation Group: “The team at 80dB brings a wealth of experience in creative storytelling. Their expertise is well-suited to complement our future expansion plans and make a positive impact. We look forward to achieving great things together.”

     

    Added Abhilasha Padhy, Co-founder of 80dB Communications: ” We are honoured to start this journey with Buzzworks. Our mission is to elevate brands, tell compelling stories, and drive meaningful connections. We believe that our strategic approach, combined with Buzzwork’s industry standing and service portfolio, will create a powerful synergy that will shape perceptions for the brand.”

     

  • Emphasising its brand purpose of sustainability and decarbonisation

    BluSmart unveils its new visual identity

    By Our Staff

     

    BluSmart, the EV ride-hailing service and EV charging infrastructure operator, has unveiled its new visual identity.

     

    Said Anirudh Arun, Co-Founder and COO, BluSmart: “Our new brand identity not only represents our vision for a sustainable future but also emphasizes our dedication to providing peace and safety to our valued customers. We take immense pride in leading the EV revolution in the country and this new logo embodies the very spirit of BluSmart, and we are excited to share it with the world.”

     

  • For AI-themed hackathon, #HackTheFuture: Marathon of the Minds

    Jagran New Media collaborates with Google Cloud

    By Our Staff

     

    Jagran New Media, the digital wing of Jagran Prakashan Ltd., has announced a collaboration with Google Cloud for an AI-themed hackathon, #HackTheFuture: Marathon of the Minds. #HackTheFuture will be a three-day event hosted at Jagran New Media’s corporate headquarters in Noida. The hackathon will see participation from IIT Kanpur.

     

    Said Bharat Gupta, CEO, Jagran New Media: “We are thrilled to witness how this extraordinary hackathon unfolds as it signifies our commitment to drive innovation and foster new talent in the field of AI and media. Artificial intelligence is not just the future, it is very much the present, and serves as the cornerstone of progress.  By combining our strengths with Google Cloud and the brilliant minds at IIT Kanpur, we aim to steer the publishing industry toward a brighter and smarter future.”

     

  • To personalise birthday songs on the big screen in theatres

    PVR Inox partners with Mondelez

    By Our Staff

     

    PVR Inox has joined hands with Mondelez India’s Cadbury Celebrations brand to introduce its campaign #MyBirthdaySong, which leverages a new-to-market tech to personalise birthday songs.

     

    Speaking about the partnership, Gautam Dutta, Co-CEO, PVR Inox said: “At PVR Inox, we are constantly exploring ways to elevate the moviegoing experience for our patrons. Our partnership with Cadbury Celebrations is a testament to the power of data and technology which we have been using effectively to scale data-driven marketing and build hyper-personalized experiences for our consumers. It is further a step forward in bringing about evolution in cinematic experience and we believe that this will usher in a new era of personalized and immersive experiences for customers and make every visit to PVR INOX cinemas an unforgettable one.”

     

    Added Nitin Saini, Vice President, Marketing, Mondelez India: “Our partnership with PVR Inox will add yet another leg to personalize the birthday experience for every consumer. It seamlessly aligns with our brand proposition of making every occasion special, and with #MyBirthdaySong we will be able to do that throughout the year. We hope this partnership will help our consumers to elevate birthday celebrations and make the surprise larger than life. We are super excited to see how this turns out.”

     

  • To build a strong and sustainable roadmap

    Adani Sportsline appoints Sanjay Adesara as CBO

    By Our Staff

     

    Adani Sportsline has appointed Sanjay Adesara as new Chief Business Officer (CBO).  His strategic approach for Adani Sportline will include the development of an effective approach for brand strategy, brand activation, and cross-functional team management.

     

    Currently, Adani Sportsline is making its presence felt with teams in the Pro Kabaddi League and the Women’s Premier League, among others. Additionally, the team is a supporter of Olympic talent with the IOA and is also working towards growing its engagement levels in sporting activities.

     

    Notes a communique: “The Adani Sportsline team is also keeping in line with their core objective of building a sporting nation and already have in place academies for various sports such as cricket and football, and continue work on the lines of providing aspiring athletes the necessary infrastructure.”

     

  • Paying ode to the rich heritage and culture of Bihar and Jharkhand

    Tata Tea Agni Leaf launches Chhath Festive campaign

    By Our Staff

     

    Paying homage to the culture of Bihar and Jharkhand, Tata Tea Agni Leaf  has introduceed special festive packs and a special musical video celebrating the festivities, in a homage to the culture of Bihar and Jharkhand. Each day of the festival is depicted in a different style of Madhubani Art, the popular art form of the Bihar.

     

    Said Puneet Das, President, Packaged Beverages, Tata Consumer Products: “Chhath occupies a special place in the hearts of people in Bihar and Jharkhand. It is not only a festival but an emotion that people cherish and take pride in. This is why Tata Tea Agni has launched a special Chhath four-pack collection paying ode to the rich cultural heritage by diving deep into the world-renowned Madhubani artform and showcasing each day of the festival in a different style of Madhubani. The music video ‘Aava Mil Ke Chhath Manayi’ is created specially to capture the heart of the festivities- of families coming together and continuing to celebrate their inherited legacy with love and joy. This campaign proudly celebrates the spirit of togetherness and festivities, over a cup of tea!’’

     

    Added Azazul Haque, the Chief Creative Officer, Media Monks: ‘’ This campaign takes hyperlocal to the next level. Also choosing Chhath which is the biggest festival for the region, the idea was to connect with the people as one of them. The theme did just that. Chhath is a Festival of four days and not just one is a fact only someone from Bihar & Jharkhand knows and showcasing that on four packs is an idea that will connect with every person who celebrates this festival. For the video content, we wanted to convey the same and a festive music video conveying this message looked like the best idea. Also the idea is to give the people a new song as Chhath songs are a huge hit amongst the people who celebrate it.”

     

  • Launches 'BudX Uncovered' to spotlight emerging talent

    Budweiser partners with Indian, global music festivals

    By Our Staff

     

    Budweiser, the beer brand, is enhancing its presence at leading music festivals. The brand has partnered with iconic Indian and Global music festivals, including DGTL, Echoes of Earth, Magnetic Fields, Boiler Room, and Lollapalooza. At these music experiences the brand will launch ‘BudX Uncovered’, an initiative to spotlight emerging talent & sought-after artists. Budweiser will also offer festival-goers experiences at the intersection of music, art, fashion, and culture, allowing them to engage with the brand more meaningfully.

     

    Commenting on the brand’s initiatives, Vineet Sharma, VP Marketing & Trade Marketing, AB InBev India, said: “Music has always been a strong passion point for our consumers, and we are committed to elevating India’s music scene. Over the years, Budweiser has brought to India numerous international IPs like EDC, Sensation, DGTL, Boiler Room and Lollapalooza, partnered with homegrown festivals like VH1 Supersonic, Echoes of Earth and Magnetic Fields, and created our very own music platform ‘BudX’. These collaborations aren’t just about providing artists a stage; they’re about creating a global platform for local dreamers. Additionally, initiatives like BudX Uncovered highlight our differentiated approach in music, placing emerging talent in the spotlight and crafting a unique experience that resonates deeply with our consumers. We will continue to build engagements that help us connect with our audience authentically, making Budweiser synonymous with high-energy moments.”

     

  • Takeaways from the World Cup

     

     

    By Ravi Kumar

     

     

    In the cricketing saga, a journey profound,

    India, a tale of triumph, until the final round.

    Unbeaten warriors on the tournament’s stage,

    Yet fate wove a twist on this cricketing page.

    Through battles won with skill and might,

    In the final dance, the script took a slight.

    Defeat’s bitter taste in a moment’s span,

    Yet lessons aplenty for the astute business clan.

    In leadership’s embrace, a captain’s guide,

    Adaptability and grace, side by side.

    For in the boardroom or on the cricket green,

    Resilience weaves the fabric unseen.

    Strategies crafted, a meticulous art,

    In the business realm, play your part.

    Victory’s sweet, but defeat unveils,

    A roadmap for those who navigate sales.

    Forge partnerships strong, as in cricket’s field,

    Mutual respect, a powerful yield.

    In the face of challenges, stand as one,

    A united front, when the battle is won.

    For business minds watching this cricketing duel,

    Learn from the pitch, where lessons fuel.

    In victory or loss, the journey prevails,

    A roadmap for triumph, where strategy sails.

     

     

    Since the Editor asked me to send an analysis on the India-Australia Men’s World Cup final, I asked my son to fetch me suitable quote. He sat on his computer and dished out the above, saying it was AI-generated, and added that I must not take credit for it.

     

    But I liked the lines, and have therefore carried them here.

     

    So what were the takeaways for the Cup for me, the strategy lessons, if you please.

     

    1. The Huddle

    As a concept, the huddle may have been inspired from various global sporting events, but it’s now a common practice in cricket as well. It works well in cricket, with some words spoken, some encouragement leading up to the war cry. There are clearly many differences amongst the players – in approach of playing the game, personality or even some professional jealousy. But all that has to be dumped when you form the huddle. It’s all for a common cause.

    1. Follow the Leader

    Rohit Sharma is a shining star of the team, but not the brightest of them. Virat Kohli, Mohammed Shami and Jasprit Bumrah are clearly the matchwinners. Sharma may not be Captain Cool like MS Dhoni, but is very cool and calculated and has been leading by example. Plus he has got his IPL Mumbai Indians track record to speak for his leadership. In the World Cup, he has been leading by example and although he wasn’t the highest run-getter, he wasn’t a very distant No 2

    1. Overall Team Management

    Whether it was Coach Rahul Dravid or his crew of bowling, batting, fielding and various other backroom, it’s good to see some continuity with the Indian men’s cricket team. And all these folk are never really out there in the front, and let the players and onfield performance do the talking

    1. Messaging from the team

    It’s good to see some homogeneity in the messages that are coming out from the dressing room. It of course helps that the stars of the team are pretty good at it, given that all of them have their own social media accounts. This is critical to show that the entire is team is unite and collaborative. Cohesiveness, even if there are some fissures, is an important signal that must go out.

    1. Good second-line of leadership

    It’s clear that the team has a good second and third line of leadership, other than former skipper Virat Kohli. Whether it’s KL Rahul or Jasprit Bumrah, it’s important that there is a clean indication of who is the next in command.

    1. Engage fans, build support

    The Australia skipper spoke of the delight he would get in silencing the Ahmedabad audience. Purists of the game aren’t too excited about the hyperactive audiences hooting for the Indian team and booing the opposition, the Indian team is lucky to have a loyal fanbase following them wherever they go. Save Bangladesh and Sri Lanka where the local supporters outnumber them and are fairly vocal. It’s good to engage fans and get the support of the audiences in times of advertsity.

    1. Cricket = Big Money, Big Patronage

    The Board of Control for Cricket in India (BCCI) has milked the popularity of the game like few others have. And even the numbers in the stadia, the television channels and the streaming services are huge. All this is good for the game and the players, but it also puts a fair amount of responsibility on everyone.

    1. Performance or Perish
      • Big Money also means that if a certain player doesn’t perform, he will lose his place in the the team and eventually fade away. The fitness standards have to be in order and each player must give a hundred thousand percent. Remember there are at least 5-10 people vying for every position in the team.

     

     

    The Indian team has performed superlatively through the entire World Cup, and it’s just the final where they couldn’t excel. Until the toss took place, they were said to be the finest in the business. The fact is that they still are, and in the final analysis playing second proved to be lucky for the Australian team.

     

     

    Ravi Kumar is a Mumbai-based marketing and media consultant