Category: MEDIA

  • Ranjona Banerji: Don’t frighten us presstitutes and newstraders…

    By Ranjona Banerji

     

    It may be unfair to blame either Prime Minister Narendra Modi and former chief of Army staff and current minister in the Modi government, General VK Singh for this kind of behaviour. But, by calling journalists “newstraders” and presstitutes”, they opened the door as it were for their supporters to get even more vicious and abusive with individual members of the media than they were before, if that is possible.

     

    All journalists have to fend off, ignore or respond in some manner to a torrent of abuse which targets them on social media and in the comments sections on websites. Often, it is easy to laugh it off or fulminate to yourself. But there are times when abuse crosses not just lines of decency but also of legality.

     

    For supporters of the BJP, the larger Sangh Parivar and Narendra Modi (these categories overlap but are not necessarily the same), the Indian media is involved in a massive conspiracy against them. And the entire Indian media is on the payroll of the Congress Party and the descendants of Jawaharlal Nehru who are part of the Congress Party.

     

    On August 8, 2015, senior journalist Neeta Kolhatkar (disclaimer, she is a friend and we have worked together in a newspaper), wrote a somewhat tongue-in-cheek piece on Congress vice-president Rahul Gandhi and his new “fit” look. She also added her own political insight co-relating Rahul Gandhi’s appearance with the changes which the beleaguered Congress Party needs to make.

     

    One can agree or disagree with Neeta. And there are enough civilised ways of doing that. But what did the blogger who calls himself “Chaiwallah” and posts on the blog-site Dynasty Crooks do? He writes a long post headlined “Presstitute Neeta Kolhatkar is orgasming for real”. He refers to the Indian media as “Mameluk media”, referencing the Arabic word for slave so please do not miss the sly implication that this media is also pro-Muslim.

     

    The rest of the piece is full of sexual references and is too full of schoolboy prurience to be repeated here.

     

    But this is the sort of writing that Chaiwallah specialises in:

    Not surprisingly, he is inspired by MediaCrooks run by Ravinar, one of the most abusive gentlemen out there.

     

    Neeta is her normal sanguine self about this having been a journalist for a long time, but she has filed a complaint with the cyber cell about the blog. Which is just about all she can do. Freedom of expression and the way the internet runs mean that such abuse cannot be stopped. But it can be exposed and seen for what it is: An attempt to stop all dissent and suppress all disagreement to your political position by using cheap and frankly uncivilised means. Is it worth repeating once again that writers like this also claim to uphold the best of Indian tradition or will the irony fail them as it always does?

     

    And is it also worth repeating that there are enough articles by journalists and commentators, not just bloggers, out there telling us how great Prime Minister Modi was and will be? Many of those experts in fact promised the nation all kinds of goodies that the PM would bequeath upon us. Sadly, almost none of those promises have been made. It would be easy to assume that the lack of action on the ground by the Centre has made the government’s fans edgier and therefore angrier with the criticism. They were vicious and abusive before but the victory and comments by BJP leaders seem only to have emboldened them.

     

    Is it also worth repeated that women are especially targeted and usually with explicitly sexual references? This is what makes people assume that such bloggers are men. Whatever their gender though they are expressly and sadly without imagination, wit and even intelligence as they cannot move beyond basic insults to do with intercourse and body parts.

     

    This is Neeta’s response to the blog:

    “I am not shocked by the fact that there are such anonymous trolls on the prowl all the time. I am livid to say the least that these sorts have done no homework before making brazen allegations against me. Especially by insinuating I am paid in exchange for the focus of my writing. In my entire life, I have lived off nothing but only the salary paid to me, (which was Rs 700 at the beginning of my career). I am NOT bribeable and will not be in this entire lifetime. Worse still, they have called me names. It just shows the power that the pen has. My writing has irked them and made them stoop so low. But nothing can deter me. However, these hypocrites need to be exposed, they are only targeting women. It is disconcerting that the current socio-political environment is allowing such menacing behaviour against us citizens.”

     

    Could not have put it better myself.

     

  • Mobile marketing is top driver of sales: MMA study

     

    By Labonita Ghosh

     

    Corporates, if you haven’t been paying much attention to your mobile marketing spends, here’s a compelling reason to do so. The Mobile Marketing Association (MMA), a global non-profit with more than 800 member-companies from 50 countries, conducted a recent study for the Coca-Cola in China, which is something of an eye-opener.

     

    The study — on Smart Mobile Cross Marketing Effectiveness (SMoX) – shows, among other things, that mobile marketing offered nearly double the RoI than TV, and was also twice as efficient in driving sales, compared to the campaign on an average. And also that if you spend about eight per cent of your total budget on mobile spends, you are likely to see that drive seven per cent of profits. Correspondingly, a 15 per cent spend would drive 16 per cent of profits.

     

    In short, the findings, released in Shanghai last week, confirm that marketers would significantly improve their overall campaign performance without increasing budget, by simply raising mobile spend. According to the study, the optimal spend for mobile (based on total campaign spend, and not just digital) currently hovers at 8-15 per cent. Mobile marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices, including smart phones and tablets.

     

    The study also showed that mobile video emerged as significantly more effective compared to both TV and digital video (by around 3x). This was a greater increase than even the strong trends seen for mobile video in comparable research in the US. Moreover, mobile display drives purchase intent, while mobile social initiatives drive both purchase intent and engagement. According to SMoX, therefore, optimised mobile spend level is 15 per cent, impacting sales even further and producing a double-digit profit increase.

     

    “With empirical data, the SMoX study with Coca-Cola in China, demonstrates the impact of mobile on a business and its competitive opportunity in this region, similar to what we have observed in the United States—but with even better results,” said Rohit Dadwal, Managing Director of the MMA in Asia Pacific. “It is a great data set for marketers to reassess and optimise their spending with the most impactful allocations in their marketing mix, while leveraging mobile with double-digit spends. As an industry, it is time we learned the effectiveness of the channel to aid marketers with their ambitions, and kept pace with consumers to understand the power of the mobile.”

     

    Greg Stuart, CEO of the MMA, said: “The market has acknowledged that there is a deep chasm between consumer behavior and what brands are currently spending on mobile. But now there is real, indisputable proof on the value of mobile to a brand’s business goals.” Tom Daly, Group Director, Global Connections, at The Coca-Cola Company, added: “Based on the results for China, as well as the study we conducted in the US, we have begun to see a number of truths about mobile that provide a clear path forward, especially around marketing effectiveness. We now have the facts we needed.”

     

    Conducted in combination with Marketing Evolution and InsightExpress, SMoX assesses the economic value of mobile compared to traditional marketing channels and provides brand marketers empirical evidence on the impact of mobile in the marketing mix. The results from China reinforce the findings of the other US SMoX studies: That mobile is a key driver of business results across the entire purchasing funnel. Additionally, the study highlights that mobile, when executed with best practices, impacts performance even further. SMoX applies Marketing Evolution’s unique cross-media attribution modelling approach, leveraging new techniques to provide a granular read on mobile and other media.

     

    The results from this study were seen to be consistent with results from other, recently released studies in the US, with AT&T, Coca-Cola, MasterCard and Walmart. Additional studies are being conducted in U.S., China, UK, Turkey and Brazil.

     

    This first appeared in dna of brands dated August 17, 2015

     

  • Rediffusion Y&R appointed creative agency for Experion Developers

    By A Correspondent

     

    Experion, a 100 per cent FDI funded real estate developer has appointed Rediffusion Y&R as its creative agency, after a multi-agency pitch. As part of its mandate, Rediffusion will be responsible for managing brand wide activities for Experion. The account will be handled by the agency’s headquarter in Delhi.

     

    The agency will provide strategic and creative inputs in strengthening and enhancing the Experion brand and will work closely with the Experion team in planning and implementing pioneering campaigns across media vehicles and channels.

     

    Speaking on the development, Vinay Narang, Group Head of Communications and PR Experion Developers said, “We are excited to appoint Rediffusion as our creative partner in our journey to strengthen the Experion brand that stands for innovation, integrity and commitment to quality.  It is an important alliance in our brand’s journey and we are confident that Rediffusion will manage our strategic and creative needs effectively.”

     

    Suman Varma, Head of Operations- Delhi, Rediffusion Y&R said, “We are delighted to partner with Experion, a dynamic and rapidly growing company that is creating benchmarks in the real estate sector. We look forward to delivering remarkable campaigns  and  a long-term mutually  beneficial association.”

     

  • OLX’s #TimlessStories connects fans from either side of the border

    By A Correspondent

     

    In 1947, a border created Pakistan and millions of people were forced to leave their lives behind to start a life on the other side of the border.

     

    The partition was an event that separated their memories and things they loved most.

     

    On eve of Independence Day, OLX launched an initiative that collects stories of memories people cherish the most. As part of the initiative, a documentary was launched which is a representation of a memory fulfilled for the Khullar family.

     

    The initiative was launched on the OLX Facebook page in India on the 8th of August, and the OLX Facebook page in Pakistan on the 12th of August with the help of static content depicting the timeless association between people and goods that they have been separated with and one’s thirst to be reunited with such items. It reaches out to its users to post stories of objects they wished to be reunited with on the OLX Facebook pages in India and Pakistan with #TimlessStories. Simultaneously, the brand also called out to owners of articles from the era to post listings on the OLX websites in both countries with a special hashtag #Daastaan.

     

    This initiative is part of OLX’s larger vision to unlock the hidden values of things, through discovering the stories inherent in used objects. All of this is to take the conversation beyond the product and into the larger territory of “timelessness” of used goods.

     

  • Twitter Commemorates India’s 69th Independence Day with India Flag

    By A Correspondent

     

    Twitter launched an Indian flag emoji, its first-ever feature for India’s Independence Day celebrations. The feature was active until the midnight of the 16th of August.

     

    By using hashtag #India when composing a Tweet, the Indian tricolour appeared after those hashtags in the sent Tweet. The feature gave Twitter users a fun way to Tweet, share and celebrate the historic day with Indians and supporters of India worldwide.

     

    PM Nadrendra Modi (@NarendraModi) officially launched the nation’s first-ever Twitter emojis by wishing his fellow citizens on the eve.

     

    “Twitter has always been the go-to platform for people to engage in live, public conversations about their passions, cultural moments and events taking place in the real world. These emojis are a fun, colourful way to unite Indians during the Independence Day celebrations, which is also the perfect time to launch the first-ever Twitter emojis for India,” said Raheel Khursheed, Head-News, Government, Politics, Twitter India.

     

  • Big Magic revamps Akbar Birbal, new show called Hazir Jawab Birbal

     

     

    Reliance Broadcast Network Ltd has revamped Akbar Birbal, the flagship show of its channel Big Magic and rechristened it Hazir Jawab Birbal. The channel has roped in actor Gaurav Khanna to portray the character of Birbal, the protagonist of the show. Launching today, August 16, Hazir Jawab Birbal will air from Monday to Friday at 9 pm.

     

    Elaborating on the new concept of the show, Paritosh Painter, Network Creative Director at RBNL said: “In our endeavour to provide fresh new content to our viewers, we have decided to revamp Akbar Birbal, one of our highest rated shows on Big Magic. Renamed as Hazir Jawab Birbal, this new show will be relatable, fresh, surprising and unpredictable with a high degree of humour. By introducing a new, younger star cast, our focus will continue to build popular iconic characters which are stand out, quirky and funny.”

     

  • Siddhartha Mukherjee: Brand Reputation Management = ORM + ORM

    By Siddhartha Mukherjee

     

    Social, Digital, Online, Web, Internet…Wow! Many jargons. Special conferences, seminars, workshops… so many industry gatherings on this subject…Nice to know! Agencies setting up digital/social teams for their clients and naming themselves as Online Reputation Managers… Good start!

     

    This is a great development, no doubt. However, I do hope that Brand Custodians – clients and their agencies – collectively, do not lose out on the larger plot. Brand Management had shifted from buy me to why me; from I said to they said.. Which is why the fad for online/ digital communication should not make one oblivious to the reality and effectiveness of offline or conventional communication via print, TV, radio and other primary touchpoints.

     

    India, known for its heterogeneity, emotions and its demand and supply story across a diverse range of product categories is still more offline than online. Which is why, a Brand’s PR reputation management has to be an intelligent mix of Online + Offline Reputation Management…every time, right through the communication calendar. For the larger part of India’s economy and the product categories, offline will continue to rule the roost, at least for the next decade.

     

    Tackling brand reputation in India needs much more than Online Reputation Management machinery. It needs primary support from offline – TV, print, radio as well as primary touchpoints like experiences at the points of transaction – for example, pre-sales queries, during sales and post/ after sales. Which is why, whenever we discuss online/ digital/ social, we should do that amidst the surround sound of offline! In fact, this should lead to the dependency of a single point agency/ desk that will plan and manage everything end to end… rather than depending on multiple communications agencies.

     

    Some quick pointers to keep in mind:

    :: Tackling Heterogeneity: India is known for its heterogeneity. It is known the types of crisis it creates and solves for itself, languages and dictions, accessibility of mediums -and media titles, socio-economic classification, time spent across print/TV/online, Ad Vs news avoidance, relevance of  online and offline mediums for the hundreds of product categories our economy is known for and many more.

    :: Impact of Offline on Online: Online/ digital/ social is still reactionary! The trigger for which comes from offline – print, TV, radio and other primary/ experiential touchpoints. In fact, as per a study done by Eikona, close to 70% of all brand conversations online are triggered through offline – Print & TV.

    :: Uniqueness of Online – To position itself as brand launcher or a brand maker, online/ digital media still needs a lot of time. It can certainly play the role of brand sustainers, but mind you, as one of the many IMC initiatives, not standalone. For some more time to come, it will continue to be good for MarCom not as much for Corp Comm. For certain product categories and customer profile, it is a good CRM tool. Nowadays, increasing evidences of it acting as a sales channel is also emerging for many product categories like BFSI, Fashion, FMCG etc.

    :: Brands and Consumers are all about (Multiple) Touchpoints: Media plans to create brand touchpoints across ATL, BTL and primary experiences will get a new meaning if we understand the definition of brand reputation and its management. How a reputation is made and sustained is actually a net/ average of multiple brand exposures and experiences (sentiments) across online and offline. This principle is applicable for every single product category across every single industry vertical. Online/ digital media is one of the components or wheels which make the Brand wagon run smoothly.

    :: ORM Team: Based on the above, why should a brand create a separate and isolated Online Reputation Management (ORM) team? Irrespective of whether it is internal or outsourced, why shouldn’t there be a single point reputation management team that takes stock of and manages all forms of online and offline brand exposures and experiences.

    :: Single Agency, Master of All: I see no reason why digital PR should be done by Desk/ Agency A, CRM by Aesk/ Agency B and digital ad by Desk/ Agency C. What if one single agency showcases specialisation for all. Given that communication is all about story telling and perception management of a brand, a single point agency doing proactive and reactive activities makes life much simpler for the client.

    :: PR Agency’s Role: Sky is the limit! The PR agency has enough opportunity to extend its services beyond just the creation of FB pages, Twitter handles and inserting some conversations for activations. The PR agency can take up the central and holistic role of the Brand’s story telling. Which means listening, planning the IMC mix along with print and TV, and usage of tools across Ad, PR, CRM et al! Yes, but this will require patience.

     

    Currently, we are at stage where the definition of mediums is taking a new shape and meaning. Marketers and their agencies’ perception about mediums are also changing. Perception-wise, Online is chic, dynamic and quite a lifestyle statement for a marketing and communications professional. All good! But let us not get carried away from the Big Picture reality of offline.

     

    Siddhartha Mukherjee is a senior PR industry professional and currently Senior Vice President, Eikona – Earned Media Planning, Audit and Advisory. The views expressed here are his own.

  • &pictures celebrates 2 years with HD

    By A Correspondent

     

    Commemorating its second year, &pictures has announced the launch of a prime property ‘&HD Exclusive’ from 18th August on &pictures HD.

     

    In a short span, the channel has emerged as one of the most favoured movie channels that delivered innovative and ground-breaking campaigns throughout the year. To woo audiences during Valentines, &pictures launched a successful campaign to promote the television premiere of Lunchbox. In a bid to enthuse its varied audiences, the channel launched ‘Bond Nights’ and its success opened many interesting promotional avenues for Hollywood flicks.  The channel continued with its innovative programming by premiering ‘Beyond All Boundaries’ during the month of cricket World Cup.

     

    Beginning this quarter and building on its brand promise, &pictures will showcase bigger and better movies for its audiences. The channel is all set to host a distinctive bouquet of World Television Premieres of some of the latest films like Dil Dhadakne Do, Tanu Weds Manu 2, Bangistan, NH10, Badlapur amongst many. Other than this, the channel is also gearing up for more interesting varied content in the second half of the year.

     

    On the occasion, Ruchir Tiwari, Business Head Hindi Movie Channels, ZEEL said, “It has been a fantastic journey for us at &pictures.  Celebrating the second anniversary of &pictures, we are launching a unique offering ‘&HD Exclusive’ for our valued viewers. The premiere property on &pictures HD will showcase films that have been carefully handpicked and will be available exclusively only for its audiences.

     

  • Zee Media brings on board editorial head for its English news channel

    By A Correspondent

     

    Zee Media Corporation Limited (ZMCL) has moved a step further ahead in its foray into the English news broadcasting space with the appointment of Rohit Gandhi as Editor-in-Chief – English News Broadcast and Related Content. Gandhi will be heading the operations of all initiatives in this space, working closely with the Business Head & Revenue Resources. He will report in to Punit Goenka.

     

    Punit Goenka

    Speaking on the initiative, Punit Goenka said, “Venturing into the English news space allows us to extend our presence in the overall news genre across geographies and even in the international arena. We want to launch a news network for global audiences with an Indian point of view. With Rohit onboard to spearhead this initiative, we are confident that we will be able to showcase a world-class product.”

    Gandhi brings with him over 23 years of rich experience across forty countries. In his previous assignment, he was t International Correspondent & Communication Strategist for South Asian International News, prior to which he worked with CBC, CNN, BCTV & Global TV, Canada, and NDTV. He has covered many war zones including Afghanistan in 2001 and Iraq in 2003.

    Meanwhile, as has been rumoured, Zee Media Corporation Limited is likely ink an editorial arrangement with US newscaster CNN once the latter’s association with IBN ends in January 2016. There is no official word on this from ZMCL though.

     

    Rohit Gandhi

     

  • Ranjona Banerji: Anyone for news in the papers and on telly?

    By Ranjona Banerji

     

    Is watching endless TV news an addiction? Until Ted Turner invented 24-hour news television with CNN, broadcast news was an evening bulletin or updates on the radio. And even CNN in its early days had many feature programmes like Elsa Klensch on style, which I still miss although I have not seen it for decades. The 1991 Gulf War gave CNN its defining moment. And whichever part of the world had satellite TV was glued to scuds and Patriot missiles zipping through the night sky. And Benjamin Netanyahu, as he was known then, acting as tourist guide to a young Christiane Amanpour. Many young or wannabe journalists then decided that they wanted to be Christiane Amanpour and become world famous on TV. Netanyahu decided he wanted to become prime minister of Israel.

     

    The editor of the magazine I worked for then even booked a room at a nearby hotel so that we the lowly staff could see this phenomenon for ourselves. But the essence of 24-hour news television has become in India a series of high-octane slanging matches, as we all know. And even as people fulminate against it, they watch it anyway. It’s like a compulsion, an addiction. And the more they complain, the more they watch.

     

    In print, the criticism from readers is usually about too many advertisements and too much entertainment and glamour news. But sadly, these complaints usually do not reflect any research done by print journals. In most cases, readers love the glamour stuff and ignore the serious matter. It is as if readers are railing against their own weaknesses. Just for a moment, ask yourself that if the Economic and Political Weekly had the resources of Bennett Coleman, if it could top the Times of India in terms of circulation and readership without changing its content?

     

    Paddy Chayefsky’s brilliant story for Sidney Lumet’s brilliant 1976 film Network laid bare the sheer depravity that ratings-driven news television can descend to. However, in India, we seem to have taken our “discussions” to our own version of incredible lows. I am amazed that people keep watching them. The formula is so set (one this party, one that party, two agent provocateurs and the anchor – barring a couple – adding fuel to the fire he or she has lit) that it rivals those terrible Bollywood films of the late 1980s.

     

    And yet, people watch them.

     

    I have almost completely stopped watching news television however. I only watch when there is a news event. I read newspapers and I rely on the internet. It is safer, less stressful and frankly, even if I stare into space like a zombie after 9 pm, my time would be better spent.

     

    How many others like me are there? Am I part of a growing tribe or am I an anomaly? I am starting to wonder…

     

    **

     

    Living in smalltown India with iffy connectivity with big media centres, newspapers take a while to cue in. As far as the English print media goes however, the Times of India’s local coverage has improved drastically. Stories focus on the civic, environmental and government issues. Doon, Mussourie and Hardwar get ample coverage and stories from the Kumaon region are also increasing. National news is no longer two days late to reach the press. In fact sometimes it is on par with the later editions. Doon Times, the entertainment supplement however, is struggling. Local glamour is still in short supply and often we have to admire the different display portraits that local young people put up on their social media accounts. No, really.

     

    Unfortunately, the best local newspaper until now, the tabloid Garhwal Post, appears to be slipping as a result. Ads have dried up and with that, actual news content. Instead we get a selection of press release news. I do miss the days when we would be delighted by stories like: “Crowd gathers on Rajpur Road as man parks his car and goes away for four hours”. Now can I make something like that up?

     

    The best English Doon paper though is the Tribune. On point in every way. Remarkable.

     

  • IAA Silver Jubilee Summit in Kochi announces speaker line-up

    By A Correspondent

     

    The IAA Silver Summit at Kochi is now bigger and even more impressive.

     

    Srinivasan K Swamy

    IAA India Chapter President, Srinivasan Swamy says “To accommodate the fantastic line-up of international and Indian speakers we are now beginning the Summit on 3rd evening itself. We are overwhelmed by the response received from some great speakers. We are now set to have the most impressive event of its kind in several years.”

     

    The confirmed speakers, segmented by broad topics are based on what’s really important to marketing advertising and media professionals:

     

    -Creativity and how you can design your own future?

    Cindy Gallop the famous Founder and former Chair of BBH (Bartle Bogle Hegarty) one of the most creative Agencies in the world. She Chaired the Cannes Glass Jury this year. And if it’s just creativity, there is Rob Sherlock Worldwide Executive Director Asatsu-DK as well.

     

    Social Media?

    Simon Kemp a Scotsman from Singapore, a renowned expert in bringing brands and consumers together using Social Media, an author, a DJ, an expert in whisky…a very interesting person. And to top up this segment there is Shailesh Rao of Twitter (VP Asia Pacific, Latin America and Emerging Markets).

     

    Brands?

    Fernando Ortiz-Ehmann a strategist from Madrid who played a major role in launching the global brand Desigual. To add desi flavor there is Sanjiv Puri(President FMCG ITC) on Creating a world class Global Brand from India. And to tell you how to craft brands in a connected world, Rahul Welde (VP-Media, Unilever, for Asia, Africa, Middle East, Turkey and Russia).

     

    Digital?

    Michel de Rijk CEO Asia Pacific, Xaxis will tell you all about Programmatic and its role in the digital world. Never heard of it? Don’t worry, here’s your chance to know all about it. And to comfort you that the more things change, the more they remain the same there is Jeffery Cole, Founder, Center for the Digital Future USA.

     

    -Funding?

    AbhayPande, Managing Director, Sequoia Capital on where future investments will go.

     

    -Local brands?

    Sam Balsara will extract the recipe for success from Darshan Patel (first Paras, now Vini). No gas in this statement.

     

    -Mobile?

    The future in the palm of your hand. There is, from London, Ralph Simon acknowledged as one of the founders of the mobile entertainment and content industry.

     

    Bestselling authors?

    Paul X McCarthy author of The Age of Online Gravity, with his take on freakonomics. You’ll figure out why economics behaves the way it does.

     

    India of the Future?

    Amitabh Kant, Principal Secretary Govt. of India (God’s Own Country and Incredible India) now in charge of the PM’s “Make in India” initiative delivers a keynote address.

     

    Icons?

    Sachin Tendulkar, the advertising icon for the last 25 years in conversation with Prasoon Joshi.

     

    - Classic Disruption?

    Arnab Goswami talks about why he disrupts the TV news industry.

     

    Officialdom?

    Official gravitas to an event like this is provided by the Chief Minister of Kerala, State Industries Minister and the State Tourism Minister.

     

    Spirituality?

    One of India’s best known mystics and spiritual gurus Sadhguru Jaggi Vasudev(coming down straight from his annual trip to Mount Kailash).

     

    Entertainment?

    Top class entertainers.Music and dance.Traditional and modern and even folk. A smorgasbord of native Kerala cuisine.

     

    Pradeep Guha, Summit Chairman said “this event will provide a great opportunity to learn, network and catch up with the who’s who of the marketing advertising and media industry.”

     

  • Zoom undertakes high-decibel promotional activity to promote channel

    By A Correspondent

     

    Close on the heels of its new brand overhaul and fresh content line-up, Zoom recently adopted a high visibility 360 marketing campaign that uses rich mix of media targeting key demographics in focus markets. As part of its marketing initiative, it has wrapped up an entire air-conditioned train – both, exterior and interior – on the Mumbai Metro line with the channel’s logo, ad creatives and colours. In addition, Zoom also put up over 200 hoardings across Mumbai, Delhi and Bangalore at prominent, high traffic zones and has activated a print campaign across 37 cities.

     

    Shantanu Gangane, Head of Marketing – Times Now, ET Now & Zoom at Times Television Network said, “Bollywood is a big driver of our content mix. Zoom is recognized for providing an authentic, credible connect with Bollywood. Bollywood always towers over popular imagination; it has epic scale, and is truly larger than life. And our OOH campaign too promises to be unique and showcase innovation, our idea was to make Zoom’s marketing communication visually striking keeping in line with the complete brand overhaul and a change in the look and feel of the brand. We saw the sleek and ultra-modern Mumbai Metro train service as a great brand fit for the content and personality of Zoom, which delivers the most premium audiences to brands and advertisers.  So it is be-fitting that our brand Zoom literally rides a metro train.”

     

    Five creatives for the visually striking OOH campaign were conceptualized and designed keeping in mind Zoom’s brand keywords, youth-focus and trendy content line-up by Famous Innovations. They feature the channel’s brand ambassador – Kangana Ranaut.

     

    During the re-launch of the brand, the week saw innovations in trade media helping Zoom capture a high share of voice using high impact innovations in both offline and online media. Zoom designed a song and a music video which was shot by legendary international director, Harvey Brown, who specialized in larger than life musicals to amplify its brand messaging. A song was also recorded, composed by Sachin- Jigar, and sung by Anuskha Manchanda. The video, titled Hotel Zoom was unveiled on the launch day across platforms and to drive engagement on social media. The song is being promoted heavily on television, radio, social media and is also live on all pan-India telecom operators by way of Caller Ring Back Tones (CRBTs).

     

    Additionally, digital media saw countdowns, live tweets, a live telecast of the launch event via Periscope, content promotions across all platforms leading to Zoom announcement trending nationally on Twitter. The hash tag for the campaign #TurnOnZoom received over 250 million impressions on Social media while more than 40,000 tweets were generated within a short-span of three weeks. There were around 6 million interactions on social media during this period. The channel, in order to engage with the internet-savvy generation, also ran a contest wherein the users were requested to sing and record Zoom Anthem on Dubsmash and post the video on Twitter, to win iPhone6.

     

    As for radio, Zoom tied up with radio stations in 13 cities. These radio channels played Zoom Anthem regularly for the mentioned period.