Author: mxmadmin

  • Shemaroo partners with Sandbox

    By Our Staff

    Shemaroo Entertainment Limited has unveiled its collaboration with The Sandbox, a decentralised gaming virtual world and a subsidiary of Animoca Brands, set within BharatBox, a new cultural metaverse hub in The Sandbox featuring leading artists and brands from India.

    Said Arghya Chakravarty, Chief Operating Officer at Shemaroo Entertainment Ltd: “Our alliance with The Sandbox is a testament to Shemaroo’s commitment to innovation and embracing the future of entertainment. As we bridge the illustrious world of Bollywood with the pioneering metaverse of BharatBox, we are creating more than just an experience. It’s a tribute to our fans, offering them an immersive journey into the heart of Indian cinema, where they can not only relive their favourite moments but also be a part of them. The future is digital, and we are thrilled to lead the charge with The Sandbox metaverse.”

    Added Sebastien Borget, Co-founder and COO of The Sandbox: “Our core mission is to empower global creators and inspire them to launch new types of experiences based on true digital ownership, utilizing our #no-code Game Maker. We’re thrilled Shemaroo chose The Sandbox to expand its metaverse experiences in association with BharatBox, as they are are helping to bring Bollywood and its millions of users to the metaverse to explore exciting new content.”

     

  • AIM elects Anant Nath as President

    By Our Staff

    Anant Nath

    At the he Annual General Meeting of Association of Indian Magazines (AIM) for the year 2022-23 held last week, Anant Nath, Executive Publisher, Delhi Press, was elected as President. The other officebearers elected are Manoj Sharma, CEO- Publishing, India Today Group, as Vice President, Dhaval Gupta, Managing Director, CyberMedia, as the General Secretary, and Annurag Batra, Founder, Exchange4Media group, as Treasurer. B Srinivasan, MD of Ananda Vikatan, the outgoing President, helmed the organisation for the last three years.

    The AGM has also elected the following to the Governing Body:

    B Srinivasan (Vikatan Group); R Rajmohan (Malayala Manorama); Pradeep Gupta (CyberMedia); Paresh Nath (Delhi Press); Mahesh Peri (Pathfinder Publishing); Riyad Mathew (Malayala Manorama), Girish Mallya (Next Gen Publishing); Maneck Davar (Spenta Multimedia); Deepak Lamba (Worldwide Media); Manan Kotak (Chitralekha); and Indranil Roy (Outlook Publishing);

    It was agreed by the publishers body that the No 1 focus for the industry should remain on strengthening the distribution system for magazines, with an emphasis on subscriptions marketing through innovative channels and new partnerships with e-commerce players.

    The following key decisions were taken at the AGM:

    1. Indian Magazine Congress (IMC) to be held in March 2024. Magzimize Awards, to recognize the most innovative advertising in magazines to be held along with the Congress. The jury was announced in March 2024, which is being chaired by IPG Mediabrands CEO Shashi Sinha.

    2. A new operational strategy for Dastaan Hub, the mega branded content studio by AIM, was adopted. Dastaan Hub endouvours to offer innovative branded content solutions across 10 Indian languages, with a possibility of reaching out to more than 100 million consumers, across more than 80 magazine brands and their associated websites, social handles, and events

    3. With respect to distribution, new initiative to be taken for creating a country-wide online magazine marketplace, which can serve as a single point forum for any reader to place orders for single copies as well subscriptions. Delivery to be done through tie-up with e-commerce logistics partners or Magazine Post.

    4. Using the tech-driven magazine marketplace, publishers to rope in newspaper vendors for selling magazine subscriptions

    5. After the success of partnership with online delivery platform Blinkit, new channels for magazine sales and distribution to be explored across e-commerce platforms, as well as with offline chains.

     

  • IAMAI Marcon to return with 19th edition

    By Our Staff

    The Marketing Conclave (Marcon) marketing conference, organised annually by the Internet and Mobile Association of India (IAMAI), will return with its 19th edition on November 22, 2023, in Mumbai.

    This year’s Marcon promises to offer a multifaceted experience with four distinct tracks and more than 30 sessions. With over 75 prominent industry leaders converging on one platform, attendees can anticipate engaging discussions on the latest marketing trends. These insights are designed to provide valuable guidance for advertising and marketing professionals, assisting them in aligning their goals with the ever-evolving and technology-driven landscape of marketing.

    Marcon 2023 has a lineup of distinguished speakers, who will discuss and deliberate on the Marcon theme. Vikram Sahay, Joint Secretary, Ministry of Information and Broadcasting, Government of India, will be Guest of Honour at the conference. He will deliver a keynote address on ‘Empowering Digital Advertising and Marketing: Regulatory Insights and Industry Collaboration for Sustainable Growth’.

    Among other speakers at Marcon 2023 will be industry captains from companies such as Amazon Pay, Mondelez, Adobe, Physics Wallah, DBS India, Inshorts, Airtel Payments Bank, Tata Cliq, PhonePe, Federal Bank, and Hotstar. These key speakers, representing diverse sectors, will share their expertise and insights, contributing to the rich discussions on the latest marketing trends and the evolving landscape of technology in the field. Attendees can look forward to gaining valuable perspectives from these accomplished professionals at the event.

    Also, part of this conference is the presentation of Digital Native Brand Awards, which celebrates and honours businesses and brands that have “harnessed the power of digital technology, epitomises the spirit of digital entrepreneurship, and leverages technology as a core driver of their success”.

     

  • YouGov Survey – Brands discovered while watching World Cup

    By Our Staff

    A YouGov survey shows that two-thirds of urban Indians claim they have been following the ongoing ICC Cricket World Cup 2023 in the last one month (67%). Around the same time, nearly two in five have been watching Big Boss (38%), while three in 10 have been following talent reality shows like Indian Idol, India’s Got Talent (30%) or television game show Kaun Banega Crorepati (30%).

    When it comes to watching the World Cup, big screens dominate urban Indians homes. More than half of urban Indians (55%) said they watch ICC Men’s Cricket World Cup on TV (using DTH or satellite cable TV service or online streaming), while 44% watch it on mobiles or iPad/laptops/tablets. Furthermore, 58% urban Indians rate their experience of watching the world cup on TV as ‘excellent’ and 34% as ‘good’. This compares to 32% and 43%, respectively, for the mobile audience. Half of urban Indians say they watched the world cup matches with their families (51%), a fifth do so with their spouse or partner (21%) and almost three in 10 (28%) watch it alone.

    The mass appeal of sporting events like the World Cup makes them attractive to brands looking to engage a highly captive audience. Out of those who have been watching the tournament in the last month, two in five urban Indian consumers said they saw an ad that they really liked (40%). A similar proportion said they got to learn about new brands that they weren’t aware of earlier (38%) or discovered new products launched by their favourite brands while watching it (37%).

    The association of brands with the ICC Men’s Cricket World Cup has been beneficial with three-quarters of urban Indians (74%) saying they feel positive about brands who advertise during such events/shows. Favourability of brands advertising during the World Cup surpasses favourability of brands that advertise with entertainment properties such as KBC (68%) and Big Boss (59%).

    When it comes to the language of commentary, the majority say they generally hear match commentary in English (at 51%). Hindi fares well too, with 47% saying they hear it in the national language. Interestingly, GenZ were significantly more likely than others to say they hear match commentary in Hindi (59%), while members of GenX prefer to hear it in English (58%).

     

  • Volkswagen India unveils new campaign

    By Our Staff

    Volkswagen India unveiled the ‘Whatever Diwali Brings You, We Got You’ campaign to capture the essence of Diwali and the last-minute chaos in the preparation process. Conceptualised by DDB Mudra group, the campaign playfully showcases the imperfect yet memorable moments during the Diwali rush.

    Said Rahul Mathew, Chief Creative Officer, DDB Mudra Group: “With ‘You’re in a Volkswagen,’ we aimed to capture the various emotions that we unlock in the lives of our customers. So for Diwali, we decided to look beyond the typical festivities and embrace the significance of little 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

     

  • Kotak Bank associates with Vision Foundation of India

    By Our Staff

     

    Kotak Private Banking has partnered with Vision Foundation of India to provide eye surgeries to visually impaired children and transform their lives, this Diwali. Through a unique initiative, Kotak Private Banking will support eye surgeries for children up to 18 years old in various cities across the country, including Hubli, Sangli, Nashik, Valsad, and Bengaluru. This initiative will enable a brighter future for the lives of young children.

     

    This initiative also covers comprehensive support through initial eye check-ups, addressing various eye conditions, including paediatric cataracts, refractive errors, amblyopia, posterior segment diseases, Retinopathy of Prematurity (ROP), and corneal opacities.

     

    Said Oisharya Das, CEO – Kotak Private Banking, Kotak Mahindra Bank Ltd: “On behalf of our clients and in alignment with our brand philosophy of ‘Live Your Purpose’, we endeavour to do our bit to transform lives of children through our ‘Light of Sight’ initiative as we celebrate Diwali in a meaningful way. We are delighted to associate with Vision Foundation of India to provide eye surgeries to underprivileged children across the country.”

     

  • Parachute Advansed Gold launches new campaign

    By Our Staff

     

    Marico Limited’s Parachute Advansed Gold, hair-nourishment & beauty brand, has launched a new TVC campaign -#InnBaalonMeinJaanHain.

     

    Speaking about the TVC, Somasree Bose Awasthi, Chief Marketing Officer at Marico Limited, said: “Parachute Advansed Gold is a brand that is widely trusted by its consumers. Reiterating our commitment to delivering the best product that delivers hair nourishment, this TVC emphasizes that truly beautiful hair has a life force of its own, and the unique ability of Parachute Advansed Gold to penetrate up to 10 layers deep to nourish your hair from within has been brought out. Through this simple, delightful and altogether beautiful narrative. We aim to build a stronger connect with our audience, encouraging them to embrace what is best for their hair.’’

     

  • YuppTV launches Bollywood Hungama

    By Our Staff

     

    YuppTV, the internet-based TV and on-demand service providers for South Asian content, has announced that it has launched Bollywood Hungama globally through its Free Ad-Supported Streaming Television (FAST) network platform.

     

    Said Siddhartha Roy, CEO, Hungama Digital Media: “The collaboration between Bollywood Hungama and YuppTV is poised to introduce a compelling and vibrant facet of entertainment to the South Asian audience. In the ever-evolving and dynamic media landscape of today, where smart TVs play an indispensable role in the viewing experience, we acknowledge the need for innovation within the FAST (Free Ad-Supported Streaming Television) category. We are looking forward to expand our footprints in this domain, with a commitment to delivering exceptional content tailored to the unique preferences of our valued audience.”

     

    Commenting on the launch, Uday Reddy, Founder and CEO, YuppTV added: “We are delighted to announce the launch of Bollywood Hungama on our FAST network platform, a segment that has grown exponentially. The Bollywood entertainment website boasts a strong user-base of 70 million, and has a highly engaging community of more than 16 million+ on social media, presenting a unique opportunity for us to reach out to more viewers globally. We are excited to provide our current user-base with original content from Bollywood Hungama, helping them keep up with the latest news from Bollywood, Hollywood, OTT, and television.”

     

  • Filter Coffee bags mandate for Pantene

    By Our Staff

     

    Filter Coffee Co (FCC) has secured the digital marketing mandate, which includes social media and e-commerce, for Pantene of Procter & Gamble.  The full-service agency is set to take charge of comprehensive responsibilities, managing social media, e-commerce, and content production.

     

    Notes a communique: “After another competitive multi-agency pitch, this collaboration reinforces FCC’s position as a key player working with beauty and skin care brands, promising a journey filled with innovation, flair, and creativity.” Filter Coffee Co is headquartered in Mumbai and is headed by Anuja Deora Sanctis, its founder.

     

  • KidZania appoints Hasmukh Gorava as Marketing Head

    By Our Staff

     

    KidZania, the interactive educational entertainment, has announced the appointment of Hasmukh M Gorava as the Marketing Head. In his new role, Hasmukh will lead KidZania India’s marketing strategies.

     

    Said Rahul Dhamdhere, CMO – KidZania India on the appointment: “We are excited to welcome Hasmukh M Gorava as the Marketing Head. His extensive experience and strategic approach will undoubtedly enhance our marketing initiatives. Hasmukh’s commitment to driving brand visibility and consumer awareness resonates with KidZania’s mission to provide enriching experiences for children.”

     

  • Ishaan Khatter is brand ambassador for Bewakoof

    By Our Staff

     

    Bewakoof, a TMRW clothing brand, an Aditya Birla Group venture, has rolled out a brand campaign with Ishaan Khatter as brand ambassador. Designed for young consumers, the tagline is All Eyes on You! The campaign was conceptualised and shot by DDB Mudra.

     

    Said Prabhkiran Singh, Founder, Bewakoof: “As a brand built for the youth and the young-at-heart, Bewakoof have always had an edge when it comes to understanding our consumers’ preference. We have always designed with an aim of capturing the trendy, cool & high-resonance topics of the times. However, with the evolving needs of the Gen Z-alphas we had to take the game a notch higher. Born in an overtly tech-enabled & connected world, this generation finds it difficult to form real-life camaraderie. And that’s where Bewakoof steps in! Our clothing helps put a face to your cool quotient through the extensive range of expression-wear designed to be the voice of the time & the pop-culture. And just like that your Captain America t-shirt can put you on the spotlight for an Ironman wielding one or a Dwight Schrute quote doing the same for a Dunder Mifflin fan! It is important to note that Bewakoof assumes the role of the ice-breaker only, letting consumers decide the next steps! Hence- All Eyes on You!”

     

    Added Prashanth Aluru, CEO & Co-founder, TMRW:  “Bewakoof has successfully emerged as a GenZ favorite with great products, superlative shopping and post-purchase experience. It has been the OG as far as expression-wear is concerned in the country.  While the expression language has changed for the youth over the years, Bewakoof has continued to remain at the forefront of this transition. In the current tech-centric world, Bewakoof has enabled youth to connect with the world around them by sparking conversations focussed on the design language. With this campaign we intend to strengthen our connection with Gen Z across the country.  We also welcome Ishan to the Bewakoof X TMRW team and look forward to a great partnership.”

     

    Said Sooraj Pillai, Group Creative Director, DDB Mudra: “In a world focused on appearances, Bewakoof brand goes beyond just looking cool. We aim to highlight the deeper connections formed through second impressions, where actions speak louder than clothes. The “All Eyes on You” campaign embodies this philosophy, redefining the brand’s unique identity in an otherwise crowded category.”