Category: NEWS

  • ETML wins mandate for Manipal Hospitals’ intnl biz unit

    ETML has bagged the digital mandate for Manipal Hospitals’ International Business Unit with an aim at promoting medical tourism.

    Commenting on the win, Raghav Kansal, Founder & CEO of ETML, said: “We are excited about this strategic partnership with Manipal Hospitals, as it aligns perfectly with our vision to enhance accessibility to top-tier healthcare services globally. With the help of our strong Growth Advertising & Analytics acumen, our primary focus will be on positioning ourselves as a preferred destination for international patients seeking world-class medical care in a welcoming and culturally rich environment. We aim to play a crucial part in guiding the brand towards attaining sustainable business growth.”

  • The ‘Third Man’ of May

    The ‘Third Man’ of May

    Avik ChattopadhyayIn his book ‘South’, adventurer Ernest Shackleton describes a phenomenon called ‘The Third Man Syndrome’ that he experienced for the first time in his Antarctic expedition of 1914-17. He was convinced that a dead companion of his team accompanied them through the last arduous leg of being in snow for two years. he wrote, “During that long and torturous march of thirty-six hours over the nameless mountains and glaciers… it often seemed to me that there were four of us, not three.” In fact, TS Eliot’s ‘The Waste Land’ refers to ‘the third man’ from lines 359 through 365, inspired by Shackleton’s experience.

     

    Psychoanalysts say that the “third man factor” or “third man syndrome” is a phenomenon where, in cases of conditions of extreme resistance, destruction, isolation and even death, the brain sends ‘switches’ or signals to allude to the presence of another figure next to the victim, as a symbol of comfort and reassurance.

     

    The people of Gaza are going through their “third man syndrome” right now. There are young people, of all faiths, backgrounds, ethnicities and streams of education, thousands of miles away, in some of the most reputed of educational institutions, in the thousands, standing next to the dead, desolate and destroyed in a tiny strip of land merely of 365 square kms.

     

    Close to 1200 students from LA to NY have been arrested so far. And there are close to 10 times that number that continue to sit out in demonstrations, pitching tents, holding placards and delivering speeches, from UCLA to Northwestern to Berkeley to Columbia, where it all started.

     

    The movement has spread outside of the US, to Canada, France and Germany. The students have three simple demands – [1] complete ceasefire in Gaza as more than 35,000 have already been killed, [2] their governments should stop funding the war and supplying arms and, [3] their key corporations, like Google, should stop doing business with the government of Israel.

     

    While the protests and demonstrations have had their share of friction and violence with the “other camps”, they have largely been peaceful and purposeful. Decades after the “anti-Vietnam war” protests has the US seen a significant portion of the student community and the young American stand up united for a cause. They have been the ideal “third man” for the Gazan, while a large part of the world has chosen to look away.

     

    Tagore had written in a song, “When life is hard and parched up, come as a shower of mercy.” These students have done exactly that. Their teachers, who stand with them, have done exactly that. Both communities have risked their careers and jobs. There are videos of celebrated academics being literally manhandled and handcuffed by the police. Both are doing their jobs. The teacher is supposed to help widen horizons and encourage questioning through their teaching and action. The policeman is supposed to put an end to ‘disorder’ and ‘disruption’.

     

    In India, except for the ‘usual suspects’ like JNU who have declared support for the protests, we have chosen to remain quiet. We need not bother, as it does not affect us. It is about people being killed in a far off land that is any way not important to us, either for education or jobs or investments. In fact, even if it were about a neighbouring state within India, one need not be bothered at all, as long as it does not affect me today. About tomorrow or the day after, who really cares as I am not too secure about my today.

     

    Even though I ‘pooh pooh’ the demonstrators on social media as “wokes”, “libtards” and “le-lis”, and pass random judgments on how the universities can allow such anarchy, as soon as I am in class 12, I shall start applying to the same universities. If I am a parent, I shall ask my child to do whatever it takes to get admission into one of them. If I wish to do a masters or doctorate, I would give an arm and a leg to be there, for the calling card is so damn important. My clean, non-questioning, anti-anarchist upbringing and values do not come in the way at all.

     

    As Nietzsche had so rightly said, “There are no eternal truths, as there are no absolute facts.”

     

    We need to understand that these educational brands are where they are because of such instances of student activism and standing up for causes, against QAnon one time to Russia on another and Israel now. These brands are not what they are in spite of these key milestones in their timelines. They take pride in taking a stand, openly expressing opinion, constructively criticising and encouraging the spirit of inquiry. These brands do not step back from putting their hard-earned reputation at stake if the cause is justified.

     

    It is a lesson for our educational institutions who actually encourage students to “stay calm and carry on”. The likes of a JNU today or a Calcutta Presidency College yesterday are exceptions. Like most of us, our educational institutions are also equally servile and opportunistic. That is exactly why not a single institution rubs shoulders with the ones we are currently castigating.

     

    Remember, celebrating May 1 as Labour Day also started in the US way back in 1886. The poster boy of ‘capitalism; is also the pioneer of workers’ rights and trade unionism. So, having students demonstrate for a cause like Gaza is natural and expected. In India, Labour Day is not celebrated as a national holiday, so how can we expect students to leave the classrooms, hold placards and march to the city centre for some faceless people thousands of miles away?!

     

    I celebrated May 1 comforted by the fact that “the third man” is standing beside the homeless, maimed, scarred and orphaned in a land where I might never go but I shall forever belong.

     

    As the Canadian band Rush sang in “Nobody’s Hero”…

     

    I didn’t know the girl, but I knew her family

    All their lives were shattered in a nightmare of brutality

    They try to carry on, try to bear the agony

    Try to hold some faith in the goodness of humanity

     

    As the years went by, we drifted apart

    When I heard that she was gone

    I felt a shadow cross my heart

     

    But she’s nobody’s hero

    Is the voice of reason against the howling mob

    Hero… is the pride of purpose

    In the unrewarding job

    Hero… not the champion player

    Who plays the perfect game

    Hero… not the glamour boy

    Who loves to sell his name

    Everybody’s buying

    Nobody’s hero

  • News18, Harpic collaborate for Swachhta Aur Paani campaign

    Harpic and News 18 have collaborated for Mission Swachhta Aur Paani campaign, an initiative to normalise discussions on good toilet behaviour across the country. The celebration saw participation from Mission Swachhta Aur Paani campaign ambassador, Akshay Kumar.

    During the celebration, Ravi Bhatnagar, Director of External Affairs & Partnerships – SOA, Reckitt, said: “Since its inception, Harpic Mission Swachhta Aur Paani has been working towards integrating a culture of cleanliness in society, particularly among youth, ensuring clean toilets become second nature. Events like G20, which championed ‘India for the World,’ and the profound philosophy of Vasudhaiva Kutumbakam have deeply inspired and reinforced our commitment. At Reckitt, we remain steadfast in our pursuit of universal sanitation as we continue spreading the message of toilet hygiene and sanitation, helping build healthy habits among masses. While our progress has been commendable, we acknowledge there is more to be done and this marks just the beginning of our journey towards a Swachch Bharat.”

    Added Avinash Kaul, CEO Network18 (Broadcast) and MD of A + E Networks added: “As India strives towards the vision of ‘Viksit Bharat-2047’, establishing itself as a developed global power, our commitment as a responsible media organisation to support and contribute to this goal is unwavering. Through initiatives like Mission Swachhta Aur Paani, we are dedicated to promoting mass social awareness programs with a transformative agenda. Network18 will continue to encourage efforts for a Swachh and Swasth Bharat.”

  • Das ka Dum with Dr Bhaskar Das | Despite the social media backlash, some iconic personalities continuing to feature in ads promoting surrogates? Are we being too prudish and should we let biggies make monies?

    Bhaskar DasIf you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

    Q: Despite the social media backlash, some iconic personalities continuing to feature in ads promoting surrogates for alcohol and pan masala. Are we being too prudish and should we let the biggies make some monies?

    A: A classic case of ‘dharam sankat’ for the entrepreneur—ie the promoter has to run the business with all the imperatives of growth and keep the survival of employees in mind. On the other hand, there are ethical- and health-related issues. Finally, another stakeholder in the whole exercise is the Brand Endorser. It’s an economic engine, bereft of any other social costs.

    In any dilemma like this one, needs to decode who gets benefitted by the nebulous nature of the subject. All the stakeholders are benefitted, apart from the government. In a country of functional anarchy, obfuscation has economic value. ASCI alone can’t fight it as protocols to protect the interest of the consumers could not be clearly fixed. So a ‘chalta hai’ attitude dominates the discourse on the subject. And polity pontificates about self-regulation. So consumers have to look after themselves through the maze of disinformation, till a solution is found.

  • Priya Barve joins WPP as Client Lead for HUL

    Priya Barve
    Priya Barve

    Priya Barve has joined WPP as India’s Client Lead for Hindustan Unilever Limited. Barve brings over two decades of experience in advertising and marketing, and has held leadership roles with Google, Mondelez, and Leo Burnett across Asia-Pacific.

    Commenting on the appointment, WPP Chief Client Officer for India, Shubha George, said: “A consummate professional, Priya brings a wealth of experience in aiding business success and digital transformation, as well as key local insights that needed to win in many Indias. HUL is one of WPP’s key clients, one with whom we have had the pleasure of working with for a number of years. We are delighted to see Priya joining the team to lead such an important client relationship and look forward to driving further business growth and innovation together with Unilever.”

  • FCB Ulka names Hemant Shringy as new CCO

    Hemant Shringy
    Hemant Shringy

    FCB Ulka has onboarded Hemant Shringy as its new Chief Creative Officer (CCO).

    Shringy will partner CEO Kulvinder Ahluwalia to lead the FCB Ulka offices across the country.

    Dheeraj Sinha
    Dheeraj Sinha

    On the appointment, Dheeraj Sinha, FCB Group CEO of India and South Asia, said: “Our focus on building a new-age agency demands fresh perspectives. At FCB, our goal is to unite top-tier creative talent and demonstrate that creativity serves as an economic multiplier. Hemant’s track record of delivering outstanding creative solutions, resulting in brand recognition and business expansion, positions him ideally as the creative helm for FCB Ulka.”

  • Sony Max 2 completes a decade…

    Sony Max 2, the Hindi movie channel from Culvert Max, is celebrating its 10th anniversary.

    Said Neeraj Vyas, Business Head, Hindi Movie Channels: “We are humbled and honoured to mark 10 years of Sony Max 2, a channel that has become a cherished part of audiences’ lives.  The last decade has been a remarkable journey of showcasing the golden era of Hindi cinema, and we are committed to continuing our legacy of showcasing the very best of rich Hindi cinema.”

  • Saffola disrupts with print campaign

    Saffola’s latest print ad campaign got readers wake up to an oil-stained front page of multiple newspapers, across the country – The Times of India in Mumbai, Delhi, Bengaluru and Kolkata and Lokmat in Pune.

    Speaking about the campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited said: “Following through on health resolutions can be very challenging. Our goal is to help the consumer walk this journey of building a healthy lifestyle, consistently. We took the unusual route of taking the message live after World Health Day, instead of on the day, catching readers in the moment and reminding them of how resolutions made on key occasions are forgotten soon after. By reaching our valued consumers where they are highly engaged and reminding them to choose Roz Ka Healthy Step repeatedly, we are committed to ensuring they don’t fall off the health-wagon.”

    Added Ram Jayaraman, Chief Creative Officer (CCO), Mullen Lintas added: “Sometimes, the best contextual/topical ad is one that’s intentionally off by a few days. As Saffola believes that good health is built over time, we deliberately stayed quiet on that single day dedicated to health, World Health Day. We released our creative a few days later to remind people that real victory lies in sustained, consistent actions. And in today’s digital-first world, it is deliciously contrarian to see the good ol’ newspaper pull something off that only it can.”

    Said Jolene Solanki, COO, Madison Media Ultra: “Change typically occurs when conversations are triggered. Saffola’s journey of nudging the consumer to take #RozKaHealthyStep is an ongoing journey, however it was important to not just nudge the consumer but to pull attention to how health takes a back seat in our lives. This campaign is an excellent example of how the right blend of creative and medium, can deliver the message contextually and with impact, leading to larger conversations amongst the target audience.”

  • ‘Advertising Rocks’ scheduled for Goafest24@Mumbai

    Goafest 2024 is set to bring back ‘Advertising Rocks’, an initiative that offers a platform for India’s advertising, media, and marketing community to showcase their musical talent. The organising committee has invited solo performers to submit their entries. Selected participants will get an opportunity to perform.

    There will be two solo categories – Indian and International. Four shortlists from each category will perform for a distinguished jury and delegates.  The ultimate champions will be determined through a combination of jury evaluation and live voting by Goafest attendees

    Winners in each category will be awarded a cash prize of Rs 50,000, while the first runner-up will receive Rs 25,000.

    Mohit Joshi
    Mohit Joshi

    Said Mohit Joshi, CEO, Havas Media Network India and Goafest 2024’s Co-chair: “Advertising Rocks is back with another exciting edition at Goafest 2024 to celebrate the musical talents of our fraternity. As a fellow music enthusiast, I can’t wait to witness the exceptional performances this year. Looking forward to this unforgettable showcase of talent.”

    Subhash Kamath
    Subhash Kamath

    Added Subhash Kamath, former CEO of BBH and curator of ‘Advertising Rocks’: “Advertising Rocks was a big hit at Goafest last year and we’re hoping we’ll have a lot more participation in 2024. There’s so much musical talent in our industry. They deserve a platform to perform and Goafest is the perfect place for it.”

    The deadline for submitting entries for Advertising Rocks is May 15, 2024. Entries by solo performers only belonging to the advertising, media, and marketing fraternity will be considered.

  • HDFC Life launches new campaign

    HDFC Life Insurance unveils a new campaign ‘No Jhanjhat Life Insurance Fatafat’.

    Said Vishal Subharwal – Group Head Strategy and Chief Marketing Officer, HDFC Life: “India has very low penetration of life insurance – 3.2% coupled with a vast protection gap of about 91. This data indicates an extreme need for awareness of the product category. We at HDFC Life are innovating to create products that are easy to understand and can be purchased online conveniently.”

  • SBI Securities unveils first IPL campaign

    SBI Securities, the financial services firm, has launched its first campaign this IPL season, which brings out the similarities between cricket and investment. The campaign, #PlayItRight underlines the right investment practices through a series of five films.

    The campaign videos have been crafted by Hotstuff Medialabs.

    Said Suresh Shukla, CBO, SBI Securities: “Just like in cricket, where early planning, disciplined approach, consistency and the right technique are crucial for a winning season, similarly, to shape your investment journey it is important to start early with proper research to build a secure financial future. The #PlayItRight campaign is a perfect example of how SBI Securities is making investment knowledge accessible and relatable to young investors. By joining the dots between cricket and smart investing, we hope to empower the GenZ and Millennial audience to make informed financial decisions.”

    Added Arun Fernandes, CEO, Hotstuff Medialabs: “Cricket and investing fall in the same ballpark. Both involve strategic planning and decision-making. Considering the brand’s core purpose of instilling financial confidence in investors, we felt it would be a great opportunity to help people understand the importance of ‘Playing it Right’ when it comes to their investments. The films were written with young investors in mind, and we hope to reach them with informative content amidst the thrill of matches.”

  • Summer Diaries: Elections, Cricket & More

    Summer Diaries: Elections, Cricket & More

    Shailesh KapoorWe are hitting peak summers, and elections are generating their share of heat too. Having watched election coverage over the years, it is impossible to not experience déjà vu. With all the growth in technology, election rallies continue to be a prominent election feature since the 1950s. I first remember watching election rallies in the late 80s, and visuals from the current elections look remarkably similar, just better in video quality.

    Elections are one place where the poor and the rural population, otherwise ignored by media for most part, comes into the mainstream, simply because each vote carries equal value, and the numbers are heavily stacked up outside the big cities and the affluent classes. And this hasn’t changed over decades now.

    But one thing that has changed is the use of the word “manifesto”. Over so many elections, one got a feeling that the term was moving out of election lexicon, and there didn’t seem to be even basic awareness about it among the general voters. But the Congress manifesto being targeted by BJP has stirred up things, and it is hard to find any political speech or interview where the M-word is not uttered.

    We are less than halfway into these long elections, and still four-and-a-half weeks away from June 4, which is the results day. June will be the more interesting month compared to May, as results lead to headlines, irrespective of how emphatic or fractured the mandate is.

    Interestingly, the T20 World Cup kicks off in the same week, and India play their first game on June 5, followed by a marquee clash with Pakistan on June 9. Even the T20 World Cup is month-long now, extending from June 2 to June 29. The venue may be West Indies and USA, but BCCI’s might ensures all India games are 8PM IST. After all, there’s an IPL slot to fill!

    India looks for its first World Cup win in this format since the nobody-saw-it-coming win in the inaugural edition in 2007. But irrespective of whether that happens or not, we are in for a double bill of politics and cricket in June.

    Meanwhile, Malayalam cinema is making waves, and setting all kind of crazy records, which deserve a separate piece of its own someday. After a euphoric 2023, the theatrical business has been tepid so far this year, but for the astonishing performance of Malayalam cinema, which is set to cross its 2023 annual number in just 4.5 months in 2024!

    And since I frequently rant in this column about the lack of innovation in Hindi GEC content, I should take a moment to acknowledge a trend that surprised me, and very pleasantly so. My colleagues Keerat Grewal and Aakriti Bhatia have put together this report on how Hindi GEC women are not housewives anymore. It’s a crazy trend, and even if you have no interest in GECs, I highly recommend reading it, just as a showcase of how data can be so powerful in revealing trends, and in such a simple manner too.