MxMIndia

Category: Digital

  • The tournament will see over 7 million players and 3.5 million winners

    MPL launches campaign ahead of Great Indian Gaming League

    By Our Staff

     

    Mobile Premier League (MPL), the mobile esports and skill gaming platforms, has announced a 360-degree campaign ahead of the start of the Great Indian Gaming League (GIGL), which begins today (March 24). This is the multi-sport online mobile gaming tournament with a total value of Rs 2000 crore.

     

    Commenting on the launch, Namratha Swamy, Country Head – India, Mobile Premier League (MPL), said: “As the largest multi-game mobile gaming tournament, GIGL will provide access to mobile esports to a vast and diverse group of gamers across the country in line with our vision to democratize esports. We are confident that the tournament will see millions of players participating from across the country. Our league is poised to create the largest number of winners for the first time in a mobile gaming tournament in India. We are also hopeful that this tournament will encourage many first-time gamers to take part in esports competitions.”

    https://youtu.be/PH_fP3kbp9M

  • Targets different consumer segments

    Sideways shoots 12 films for Meesho online

    By Our Staff

     

    Meesho, the online shopping marketplace,  has launched its latest campaign – ‘Arrey Waah!’

     

    Said Lucky Saini, VP & Head of Brand-Meesho:  “The inspiration of this campaign is Meesho’s mission to democratize internet commerce for everyone in India and the joy every shopper experiences when they can own what they desire”. IPL is India’s favorite sports entertainment event that presents an opportunity to tap into a newer and larger customer base, by showcasing how Meesho is driving accessibility and elevating customers’ online shopping experience. The objective of the campaign is to create an ‘Arrey Waah’ moment in the minds of the consumers by showcasing the discovery of the desired products at unheard of prices. The campaign underlines how Meesho is solving for the value seeking aspirational India.”

     

    Added Abhijit Avasthi, Co-founder, Sideways: “Meesho has set out to delight Indians across geographies and pop strata in an unprecedented manner. They truly want to democratize ecommerce. With the ‘Arrey Waah!’ campaign we hope to capture this joy that millions of people will experience thanks to Meesho. I believe the simplicity, the relatability and the level of localisation will build affinity with people everywhere. I think this is also the first time when a trio of A- list Directors – Rajesh Krishnan (Soda Films), Prashant Issar (Tubelight Films) and Ryan Mendonca (Bang Bang) – have come together as a team to partner with a brand and an agency to execute something at this scale.”

     

  • The campaign will span across AstaGuru's digital channels

    AstaGuru launches month-long digital campaign

    By Our Staff

     

    AstaGuru, the online auction house, has launched a month0long digital campaign the ‘Month of Masters’ as a tribute to Indian modernists.  The campaign aims to create greater awareness and appreciation for modern Indian art. The campaign will span across AstaGuru’s digital channels like Facebook, Instagram, Twitter, Youtube and  Linkedin.

     

    Commenting on the campaign Sunny Chandiramani, VP -Client Relations, AstaGuru Auction House said: “Celebrating the Month of Masters, AstaGuru also celebrates its own spirit.Since its inception, AstaGuru has consistently engaged with works by great modernists. Offering such rare and historic artworks to our collectors also enabled us to understand the trajectory of artists’ vision very closely. In many ways, celebrating the Month of Masters is also reflecting on all that we have witnessed, learnt, and explored.”

     

    Added Sneha Karki Gautam, also VP – Client Relations at AstaGuru: “A visual journey into the beauty of Modern Indian Art is an extremely enriching experience. What makes celebrating the Month of Masters even more special is that April is the birth month of several revered modernists like Somnath Hore, K H Ara, F N Souza and Akbar Padamsee. It also commemorates the birthday of two Navratnas of Indian art, i.e, Raja Ravi Varma and Jamini Roy. Moreover, April 15 is also celebrated as World Art Day which also calls for a celebration.”

     

  • The Indian Premier League broadcast rights auction in June will impact the landscape of Indian media, writes Shailesh Kapoor

    On the field and off it: The big IPL year

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorThe biggest sporting event in India is currently underway. With each passing year, IPL seems to only grow in stature and brand value. This time, there are two new franchises, and the spectators are back in the stands too, albeit with a cap of 25 per cent. More franchises mean more matches and more talent on display, all of which eventually leads to higher monetization and valuation of brand IPL.

     

    But the eyes this year are not just on the ongoing IPL but also on what’s to follow on the IPL front over the next few weeks. IPL broadcast rights are up for renewal, and we are set to see a fierce battle in the auctions scheduled for mid-year.

     

    IPL is a crown jewel for Disney (Star), not just in India, but even worldwide. Hotstar, on the back of IPL, contributes more than 30 per cent to Disney+’s global subscriber base. Needless to say, Star India will stretch itself beyond its limits to retain both television and streaming rights.

     

    But there’s the newly-merged entity that goes by the working title Zee-Sony, which is a serious contender. Sony has been down the IPL road before, being the first ones to put their money on it, when the league was only an experiment, not a proven success story. With the combined might of two big networks, Star India’s competition is tougher than it was five years ago.

     

    Add Reliance (Viacom) to the mix, and we have a three-way tussle for IPL rights on the cards. BCCI’s decision to not go for combined bids this year makes things even more interesting, because it puts streaming platforms like Amazon Prime Video into the reckoning, along with Google and Facebook.

     

    No amount of speculation can prepare us what may eventually happen when the e-auction commences on June 12 this year. But whatever the outcome is, it will shape the landscape of the Indian media industry for the next few years, even the next decade.

     

    The television industry is India has been struggling for relevance, despite being the medium with the highest reach, and by some margin too. IPL (and cricket in general) is one of the few things that keeps television relevant to the times, as far as media planning and buying goes. Digital viewership may have gone up, but television remains the dominant medium of sports consumption. The entire television industry, and the advertisers’ group (brands and media agencies), will be keenly awaiting the outcome.

     

    Till then, there’s some real cricket on the grounds to keep us busy. For another seven weeks, the cricketing action will continue to enthrall millions across the nation. It will also act as a reminder for the potential bidders everyday, on how big the opportunity in front of them is.

     

  • Under its Power Brands programme

    Snapdeal launches Korean inspired beauty brand Miyuki

    By Our Staff

     

    Snapdeal, the online shopping store, has launched beauty brand, Miyuki on its platform. Introduced under the Power Brands program, Miyuki offers a Korean beauty inspired makeup range.

     

    Said Saurabh Bansal, Chief Merchandising Officer, Snapdeal Limited: “Customers have high awareness about the latest trends in beauty and personal care products.  Value-conscious consumers look for products that are trendy, good-quality and also are priced as per their spending comfort. The Miyuki range of products by Snapdeal sellers serves this requirement of premium-quality, trendy and innovative products that are priced right.”

     

  • With 'The Q Kahaniyan', it forays into the animated content category

    QYou Media India launches animation channel

    By Our Staff

     

    QYou Media India, a Canada-based media company, has launched The Q Kahaniyan, a digital animated content channel that targets young viewers.

     

    Speaking on the launch of a channel exclusively for animated content, Krishna Menon, Chief Operating Officer, QYOU Media India, said: “Globally, the interest in animated content is astonishing; in India however, the category and format is under indexed and is typically viewed from a kid’s lens. Having experienced success with animation on The Q, we believe that there exists a strong demand for such content and it is only apt for us as a disruptive and differentiated brand to take a step forward and give such content a place and platform of its own. With The Q Kahaniyan we are curating stories that are relevant, relatable and different from what is already available.  We are certain of the channel’s success and hope to give animated content the limelight it truly deserves.”

     

  • Advertising, ease of playing and the low entry cost have made many of them socially accepted, writes Sanjeev Kotnala

    Gambling or Game of Skill?

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaPolarised views are part of life. Most of us may have polarised views on gambling, drinking, smoking, pornography and prostitution. Ethics and morality are always contextual and comparative. However, there is confusion when it comes to gambling disguised as a ‘Game Of Skill’. I don’t have extreme views about it, despite being overexposed to their unrepentant, hugely dominant share of screens near me.

     

    I am an impulsive gambler. I love it. Whenever abroad or in Goa, I visit casinos. And if nothing else, I am known to bet harmlessly on random things. I have taught the basics of casino games to many and have seen wealth created and destroyed, sometimes within a few hours. Moderation in gambling has been the key for me. And fortunately, till now, life has been easy as the opportunities were fewer.

     

    As an advertising and marketing person, I am willing to put my expertise into helping anything that is not illegal. That would include gambling apps (game of skill) acceptable and completely legal in many Indian geographies.

     

    In the last few years, legalised gambling with cricket has grown manifold. Dream 11, My Circle and what not. Everyone tells you, you can win big though it carries the possibility of financial risk and may lead to addiction.

     

    Advertising, ease of playing and the low entry cost have made them socially accepted. Around the dinner table, parents and kids discuss their teams and their earnings in the morning.

     

    These new-age gambling companies have been the rebel, masquerading their luck-based game as a game of skill and convincing decision-makers. In sharp contrast to permission to app-driven platforms, Deltin Daman, a brick-and-mortar casino in Daman, is waiting for approvals to start.

     

    Some late entrants are still waiting as this type of gambling is not legal everywhere in India. There are apps playing Share Market within the share market. New forms of skills and talent demanding games are entering, including cryptocurrencies.

     

    Like any other gambling, the gaming apps are instinct-based, and expectations are fuelled by past experiences. Imagery is designed and amplified due to the possibility and desire for easy money and not necessarily adventure or entertainment. Many gamblers on these apps see money as one of the social discriminators and are just wishing for the jackpot.

     

    A small win is enough to amplify the flight of their dreams and exponentially enhance their chances of further participation. In other terms, move towards the ultimate spiral of addiction and financial doom. None of them likes to listen and acknowledge that, in reality, they are funding others and moving towards addiction. Remember, the house never loses.

     

    I believe playing these team selection based skill games needs no more skill or talent than picking the winning single-digit lottery. It is uncertainty and luck. It is nothing but an open-eyed conscious gamble where past performance is no guarantee of any future performance, and results are entirely luck-based. This is true for the gambler and the players they pick. So, where is the question of skill?

     

    Self-regulation is merely not doing anything illegal. In this case, it is limited to carrying desired mandated warnings. The business inherently wants more and more people to play more and more often. There are no algorithm-driven cut-offs and sudden flag-offs to flash out the out-of-characteristics betting. Just because minor loopholes and legal armour breaches allow the floods to enter, do we open the floodgates? It seems that is the way these apps see it.

     

    In ads, we showcase how the horses worked hard, supported by their close ecosystem to reach the pinnacle of their success, so you can now bet on them. The bigness of a possible win. We keep telling the audience: dream big, and gambling will help you realise their dreams. And someone kidnaps the experts to learn the game of skill. It is so upfront that the most vulnerable audience starts treating it as truth.

     

    Every gambling app defence is it is a game of skill. I know that blackjack, poker and even our local teen patti or chaucer are more skill and less luck-based than making an IPL team. The spate of these app advertisemetns, funding and persuasion- will make it seem like the whole industry is one way or the other connected with these gambling apps.

     

    Knowing that nothing will be achieved. The dice are clearly loaded in favour of the betting apps, and the decision-makers have given them the status of being a Game of Skill.

     

  • Effective April 18

    OnMobile appoints Asheesh Chatterjee as Global Group CFO

    By Our Staff

     

    Those who’ve battled for their dues with Reliance Broadcast would be familiar with the name. Some mails may have even had the CFO/CBO marked.

     

    Asheesh Chatterjee

    Well, after many, many exits from the company, Asheesh Chatterjee has moved on. To: OnMobile Global Limited, the mobile entertainment company as Group Global CFO, as per a press release. He has joined OnMobile on April 18.

     

    Chatterjee, a Chartered Accountant, has 25-odd years of experience across organisations like EY India, ICICI Pru AMC, Sony Pictures and Moser Baer India.

     

    At Reliance Broadcast Network Ltd, he was as a CFO & CBO, managed various responsibilities in multiple areas, and played a leadership role in JVs, Asset monetisation, Phase-3 auctions for FM Radio, Sales, and Revenue management, etc.

     

    Welcoming the new Global CFO on board, Sanjay Baweja, MD & Global CEO of OnMobile, said: “We are excited to have Asheesh join us as Global Group CFO. He will be an integral part of the company’s management, helping OnMobile realise its long-term financial and operational goals. Over two decades of his experience makes him the perfect fit to lead the financial chapter of the company’s transformation as we work towards putting our customers first.”

     

    Other than being a CA, Chatterjee is also a Management Accountant (India & UK), Chartered Global Management Accountant, and an alumnus of Northwestern, Kellogg School of Management.

     

  • To honour real-life heroes under Azadi Ki Amrit Kahaniyan

    Netflix partners with MIB

    By Our Staff

     

    To coincide with 75 years of independence, Netflix and the Ministry of Information and Broadcasting, have come together to honour unique real-life stories of extraordinary individuals through a series of inspiring short videos titled Azadi Ki Amrit Kahaniyan. This was launched in the presence of Anurag Thakur, Minister of Information and Broadcasting.

     

    Said Bela Bajaria, Global Head of TV, Netflix: “Great stories can come from anywhere and are ever so inspiring when they are about people who rise against the odds. In partnership with The Ministry of Information and Broadcasting, Azadi Ki Amrit Kahaniyan focuses on celebrating remarkable individuals and their stories that can inspire people in India and around the world.”

     

  • All through the IPL season

    Octa to launch Second Income campaign on Hotstar

    By Our Staff

     

    Octa, a global brand of investment services, has announced the launch of a new campaign on the streaming platform Hotstar, which helps cricket enthusiasts watch their favourite teams play live. All through the IPL season, Hotstar will be streaming Octa’s Second Income campaign video clips during the matches.

     

    Said an unnamed Octa spokesperson: “At Octa, it is our deep conviction that everyone should be able to diversify their income streams. With the Second Income campaign, we want to show that the world of investments is not something beyond the reach of the general public. On the contrary, anyone willing to put their time and effort into financial education can discover the benefits of investing online and generating additional income.”

     

  • Celebrates board gaming culture in India with a campaign

    Leo Burnett promotes Zupee gaming

    By Our Staff

     

    Zupee, an online gaming start-up, announced the launch of its new brand campaign titled ‘Saara India Khelega’ aimed at revolutionising the gaming culture in the country. The film has been conceptualised by Leo Burnett.

     

    Speaking on the launch of the campaign, Dilsher Singh, Founder & CEO, Zupee said: “Zupee is is the largest company in the largest cohort of gaming, casual games. The gaming portfolio of Zupee is targeted at revitalising Indic, casual & board gaming culture and aims at promoting a culture of skill-based gaming. We have brought all our individual games under one app, Zupee. The campaign is a powerful investment behind the brand Zupee. It aims at bringing joy to peoples’ lives through purposeful games that can simplify, engage, and entertain. We innovate to ensure our games provide an intersection between skill and entertainment, enabling our users to earn while they play.”

     

  • Essential for wellbeing of online gaming industry

    GST Rate to be continued at 18 % for online gaming

    By Our Staff

     

    The Internet and Mobile Association of India (IAMAI) in a statement issued on Monday urged the GST Council to continue maintaining the GST on online gaming at 18 percent. For real money games in particular the GST should continue to be levied on the Platform Fee only at the rate of 18 percent. Any increase in the GST rates in this sector will be detrimental to the overall wellbeing of the industry, seriously impacting the industry’s contribution to the nation’s economy through revenue generation, livelihood creation and foreign investments.

     

    IAMAI notes with concern that there is an ongoing discussion to increase the GST taxation rate to 28 percent for the online gaming industry. There is also no clarity on whether this will apply only to real money games or casual games as well, given that the former being a sub-segment of online gaming. Further, it appears from the reports in the media that for real money games this may be applied to the entire Contest Fee.

     

    IAMAI is of the opinion that any such increase in the GST rate is likely to turn businesses in the sector unviable, leading to complete shutdown, which in turn will result in loss of a large number of jobs and a loss of investor-confidence debilitating India’s online gaming industry, which is currently witnessing fast and exponential growth of 35 percent CAGR.

     

    That apart increasing the GST rate will lead to an erosion of tax-base on the one hand, and encourage the spawning of grey markets on the other.