MxMIndia

Category: NEWS

  • Will continue to innovate in sporting IPs and technology

    Sports For All (SFA) strengthens leadership team

    Kumar Darpan
    Kumar Darpan
    Rohan Vyavaharkar
    Rohan Vyavaharkar

    Sports For All (SFA) has appointed Kumar Darpan as Chief Revenue Officer and Rohan Vyavaharkar as Global Head of Partnerships and Strategic Communications.

    The company was founded in 2015 by Rishikesh Joshi and Vishwas Choksi, and its mission is to get more Indians to play and experience the joy of sports.

    Speaking on the expansion of the leadership team, Joshi said: “We are delighted to have Rohan and Darpan join the SFA Leadership team. We believe this will truly boost SFA’s strength and capabilities as a business, propelling our journey to become the strongest sports platform and radically transform the way India plays and enjoys sport!

  • Difficult times for Direct-to-OTT films

    Difficult times for Direct-to-OTT films

    Shailesh KapoorEarlier this week, Ormax Media released the mid-year streaming report, on the top original content on OTT in India, in the first half of the year (link). The report is on expected lines, with Panchayat S3 and Heeramandi being the two most-watched OTT originals in the first half of 2024 in India (Mirzapur S3 was released in July and is not covered in this report). However, the decline of the direct-to-OTT film format stands out as a key streaming trend in 2024 so far.

    Only four direct-to-OTT films across languages (though all four happen to be Hindi films) have crossed an estimated viewership of 10 Million in the first half of the year: Amar Singh Chamkila, Murder Mubarak, Ae Watan Mere Watan, and Maharaj. In contrast, nine fiction series (8 Hindi and The Boys S4 from Hollywood) and four unscripted shows (reality/documentary formats) have managed to achieve this mark.

    The direct-to-OTT film format gained immense traction in 2020-21, during the lockdowns, when theatrical films were forced to release directly on the medium. This led to many films being commissioned for OTT, and many films that were originally conceived for a theatrical release curtail their ambition, and opt for a safer, invariably profitable, OTT release.

    Last year’s viewership report had Prime Video’s Bawaal at more than 20 Million estimated viewers in India, despite the film getting mixed reactions from the audience and the critics. Those numbers seem like a distant dream now. No film has touched the 13 Million mark in the first half of this year, and from what it looks like, we may not have one in the second half either.

    Platforms are not keen on commissioning direct-to-OTT films anymore. These films must be marketed as standalone properties, compared to theatrical releases, which come pre-marketed. Theatrical films dwarf direct-to-OTT films on viewership, and carry much higher potency to generate new subscriptions too. Direct-to-OTT films don’t offer the scope for franchise building either, like a series would do. Franchise shows dominate the viewership charts for all platforms.

    This spells bad news for cinema that lacks a certain minimum scale needed to make it big-sreeen worthy. With big films continuing to get bigger (Kalki 2898 AD alone accounted for 15% of India box office in the first half of 2024), the smaller, more intimate films, that rely on realistic storytelling rather than larger-than-life portrayals, were beginning to find a good destination on OTT. But that’s no longer the case.

    Where do such films go? If they release theatrically, they carry the tag of a flop when they come on streaming. They invariably underperform, and this creates further doubts at the platform end, on whether such films are worth spending money on.

    We may well be entering a phase when such cinema, that cannot appeal to the theatrical audience’s post-pandemic taste, will phase itself out. The makers would try and tell the same stories through series instead. But it’s not as if the series business is flourishing in 2024 either.

    The streaming honeymoon in India is clearly over. And the decline of the direct-to-OTT film format in 2024 is a telltale sign.

  • Conceptualised by Ogilvy

    JSW film on Indian athletes at Olympics

    With the Paris 2024 Olympic Games around the corner, Ogilvy has created for JSW Group has launched a new film that delves into the mindset of the athletes who will represent India on the biggest sporting stage in less than two weeks from now.

    Launched by Olympic champion Neeraj Chopra on Wednesday, the campaign includes a longer version for digital platforms and a shorter TV commercial to be broadcast on popular channels before and during the Games.

    Conceptualised by Ogilvy and directed by Shashanka Chaturvedi from Good Morning Films, it features a mix of well-known and emerging athletes from various Olympic disciplines, including Neeraj Chopra, Nishant Dev, Preeti Pawar, Manu Bhaker, Manika Batra, and Muhammed Anas, among others. Celebrity film star Ajay Devgn has lent his voice to the film.

    The campaign also celebrates JSW’s association with the Indian Olympic Association for the Paris Olympics 2024.

    Sharing his views on the campaign, and the film, Parth Jindal, Founder, JSW Sports, said, “Rukna Nahi Hai as a JSW Group campaign, has now entered its third Olympic Games, and it has grown from being a slogan to now being an emotion, a belief that Team India and all of us will take to Paris. The film captures the essence of the athletes’ relentless pursuit, perfectly. For us, they are already champions. I am certain this film will inspire the contingent in Paris, and every single Indian who will be backing the athletes throughout the journey of the Games.”

    Speaking on the launch of the TVC, Sukesh Nayak, Chief Creative Officer at Ogilvy, said, “The concept of #RuknaNahiHai is compelling and inspiring. We are proud to be a part of this journey with JSW and our athletes from day one. This campaign brings alive the true essence of rukna nahi hai, by portraying the mindset of our athletes. For whom victory and setbacks are chapters and not the end of story. It honors their relentless pursuit which makes our country shines bright.”

    In addition to the film, the campaign will be amplified through a comprehensive 360-degree media plan, leveraging TV, Digital, OTT, Digital innovations, OOH, on-ground activations, and print.

  • For seventh global Impact Day

    Lodestar UM collaborates with LGBTQIA+ Owned Businesses

    Lodestar UM announced its participation in the seventh global Impact Day, under the theme, “One Day, One UM, One Better World.” Launched in 2016 under UM’s corporate social responsibility unit, Better World, Impact Day reflects the agency’s commitment to its core values of community, curiosity and courage.

    In India, Lodestar UM has collaborated with LGBTQIA+-owned businesses such as Kai By Mangi, Dopamore, Arttitty, Sabarshh, Ash.Co, Embarque.co, Queergaon, Astitva Jewelry, Podi Nan Maga, and Scoby Labs.

    Said Aditi Mishra, CEO, Lodestar UM: “Our idea for Impact Day goes beyond commerce; we aim to foster enriching connections and meaningful experiences that positively impact the community,” adding: “By supporting LGBTQIA+ businesses, we are not only contributing to economic empowerment but also celebrating diversity and inclusion in a tangible way. Impact Day is a powerful reminder of how our collective efforts can drive meaningful change and create a better world for everyone.”

    “UMers from all over the globe look forward every year to volunteering as one connected team for our beloved Impact Day tradition,” added Andrea Suarez, Global CEO, UM. “Our theme this year, ‘One Day, One UM, One Better World’ highlights the incredible impact we can have when we harness the power of our collective action to give back to the communities in which we live, serve and flourish.”

  • Campaign conceptualised by Tgthr ad agency

    Reckitt’s Robin Fabric Whitener makes a comeback

    Reckitt’s Robin Fabric Whitener has relaunched a product designed to revive whites in wardrobes.

    Commenting on the launch, Saurabh Jain, Regional Marketing Director, Hygiene, Reckitt South Asia said: “At Reckitt, we are consistently working towards innovating our product portfolio to provide consumers the best solutions for their everyday needs. We understand that consumers often hesitate to wear or buy white clothes due to the challenges of maintaining their brightness and cleanliness. With the launch of Robin Fabric Whitener, we are dedicated to reversing this trend, offering consumers a superior solution that not only simplifies the cleaning process but also restores the radiant shine of white fabrics and removes stains. We are committed to empowering our consumers to wear their whites with pride and confidence, redefining their laundry experience.”

    Added Aalap Desai, CCO & Co-Founder, Tgthr: “In everyday life, whites are not the first, second, third, or fourth choice in a person’s wardrobe. It’s something that’s just out of reach because of the trouble in keeping whites, white. With #PehnoPhirseWhite, we want the act of wearing white everyday not to be something out of the ordinary, just like any other colour. The combination of our catchy tune and the confidence that the product bestows is what will make this launch shine.”

  • To celebrate Pride Month and Beyond

    MTV launches new campaign

     

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    A post shared by Fully Faltoo (@realfullyfaltoo)

    MTV has introduced a campaign in celebration of Pride Month.

    Said Anshul Ailawadi, Business Head, Youth, Music, and English Entertainment cluster, Viacom18: “Awareness is the starting point of LGBTQIA+ allyship and action. Our #TucchhaVichaar campaign aims to make the GenZ aware of unconscious biases in a simple yet clever way. The role reversal encourages a more empathetic view of the challenges faced by the LGBTQIA+ community. We hope the film inspires everyone who watches it to become better allies in action.”

  • Transition to AI-powered Creative and Technology

    Media.Monks is now just Monks

    Sir Martin Sorrell’s Media.Monks is now going to called Monks. Just that, but guess the objective is to move beyond the globally beleaguered media industry.

    Media.Monks, the operating brand of Sir Martin Sorrel’s S4 Capital has announced what it calls a more streamlined and more effective offerings.

    Media.Monks will transition its services into two “fully synchronised” practices: Marketing services and Technology services, both powered by Monks.Flow, the AI-powered, marketing and workflow platform.

    Said Sorrell who is S4 Capital Founder and Executive Chairman: “Many of today’s agencies are wrestling with the pace of change in a world profoundly transformed by technology. It’s always been our ambition to disrupt the legacy model and today marks another important milestone in that journey. With this shift in the way we deliver our services to market, we are better able to help clients transform the economics of their businesses and are well-positioned to develop and define the future of our industry.”

  • To raise awareness on Head & Neck cancer

    American Oncology Institute campaign

    Cancer hospital network American Oncology Institute (AOI) has launched an awareness campaign #BreakTheHabit for a Safer Tomorrow,” aimed at raising awareness about head and neck cancer. This campaign is an extension of the “Kal Ki Soch” short film released last year.

    Talking about the campaign, Harish Trivedi, CEO, CTSI-South Asia, said: “The rise in head and neck cancers in India is largely attributed to widespread tobacco usage. Crafting a campaign that captures the attention of our target audience, particularly the youth, presents unique challenges. It is crucial to select the appropriate message and platform, maintaining both creativity and simplicity. Our recent initiative, #BreakTheHabit, aims to bridge the gap in communication regarding the risk factors associated with head and neck cancers. Leveraging social media and a strategic media mix, we seek to raise awareness about the significant risks associated with tobacco and alcohol use in relation to these cancers. Our campaign focuses on addressing these modifiable risk factors through targeted prevention and cessation efforts, crucial for reducing the burden of this debilitating disease. With promising initial engagement, our goal is to reach a broader audience and enhance understanding of head and neck cancer awareness.”

  • Is customer service just a cost centre?

    Is customer service just a cost centre?

    With apologies to none at all

    By Vikas Mehta

     

    Vikas MehtaOver the past few months, I noticed that while buying stuff from e-commerce sites, specially stuff made by small players, mostly new entrepreneurs, I would get an unusual request. It would be in the form of a leaflet or a visiting card which would request the buyer to get in touch with them directly if there were any issues with product quality or delivery etc. One or two of them would even request not to complain to Amazon or give a negative feedback. They would reassure of sorting out the problems. There would be a phone number or a WhatsApp number and also an email id. The products I bought were either accessories or small electrical or electronic devices. This is an example of the same when I bought a phone cover recently.

    Frankly, I hardly noticed or gave a second thought to such messages till one day, I actually faced some quality issues with a mini UPS I had got for my broadband router. I found the card with the contact details. I tried calling the number, which was a mobile number, but got no response. I send an email and still had no response. So, after three days I finally got in touch with Amazon who got my product replaced as it was in the warranty period.

    This set me thinking. First, the trend of brazenly asking not to report any problems and not to give a negative feedback. Some may say that it could reflect confidence in the quality of the stuff so if by any chance there is a problem they can handle it, but I think it’s exactly the opposite. It’s the worry that too much of negative feedback will lower the rating score. It also tells me that ratings score is an important parameter that contribute to the sales of the smaller unknown brands or products. I do follow rating scores and was not sure if buyers take it seriously, but this type of communication tells me that they do.

    Secondly, this raises a question whether this is just a gimmick with the sole purpose of avoiding lower ratings and bad publicity? Because if the sellers are genuinely interested in building good consumer relationship then they would respond to complaints. In my case, what happened was that my complaint was finally resolved but the seller escaped as I did not give any negative feedback on Amazon. I am sure Amazon took them to task or lowered some metric because of my complaint but the seller managed to avoid a public complaint from me.

    Which brings me to two simple questions? One, why do we still have a jugaad mindset? Why are we being smart in a negative way and not using the smart to build a strong brand or a better customer relationship. Second, is customer relationship seen as a cost centre or as a sales promotion tool?

    Let me explain the second point with a very recent example.

    I am an e commerce addict and do not hesitate to buy even large ticket items like TVs or AC etc online. I find the process easy. I am able to compare across brands sitting at home and rating points gives me a fair idea of consumer feedback and experience. Exchange allows me to dispose off old products and even get some value out of them. Not to mention the thrill of discounts and the psychological feeling of getting a good deal.

    Three years ago, during Covid while using my Dell Laptop I faced some issues. Given the fact that it was Covid time I was not too keen to go to a service centre. So, when I discovered a Dell store close to my residence, I visited it. The salesperson, was very helpful. Thankfully, the issue was software related so he set it right in 10-15 minutes. Not once did he ask me to visit a service centre. In fact, he gave me his mobile number and asked me to call him if I face any more issues. He did not make any sale nor did I promise him one.

    But a few months later when I was looking to replace my laptop with a new model, my thoughts turned to the helpful salesperson. I did my homework on Amazon and then approached him with my shortlist. I asked him to match the discounts. He actually showed me another model which was not in my shortlist and explained to me why it could be a better choice. I was not totally convinced but just his effort impressed me. Ultimately, I ended up buying a laptop from him. Even though it was slightly more expensive. It was as if his helpfulness, his going out of the way and his efforts in making me feel important was an extra feature to which I was assigning some value.

    And he became our go to guy on anything technical in electronics. My wife had a different brand but he did not hesitate in helping out with any issue with that too. He would even volunteer to come over if the need arose.

    In the last more than three years as a family we have bought three new laptops. And no surprises in guessing that all three have been bought from this one person. More than any celebrity he has been the influencer or endorser for Dell for us. I am even sticking out my neck to say that if he shifts to any other brand, I would follow suit.

    It’s not just the first experience with him but also subsequent experiences. Whenever we have bought a laptop, he has undertaken it on himself to transfer all data to the new laptop. Mostly from cloud but some from old laptop too. And this includes ppts, word documents, images, videos; everything. My trust in him is so strong that I leave the old laptop with him to transfer the stuff. Sometimes, he comes over and does the work. Any issue and he is available to sort it out.

    And every laptop that I have bought from him, I could have got it cheaper online. I could have saved 3-5,000 rupees each time.

    What has happened is simple. The customer service has not been a cost centre. It has become an additional feature. One, which makes me shell out extra or in plain words pay a premium.

    That’s something that new startups or small entreprenuers must understand.

    Do not look at customer service as a cost.

    It could be your extra product benefit.

    It could be a tangible value addition.

    It could be your differentiator.

    Neglect customer service and treat it like a gimmick at your own peril.

  • Launches the latest campaign

    Shikhar Dhawan is MotoGP Brand Ambassador

    Eurosport India has announced the appointment of Indian cricket icon Shikhar Dhawan as brand ambassador for MotoGP. Dhawan will be seen in Eurosport India’s latest campaign, ‘Face Kar Race Kar’.

    Said Amitesh Shah, CEO, Da One Group: “We are excited to announce our collaboration with Eurosport India on their latest campaign, ‘Face Kar Race Kar,’ to bring the excitement of MotoGP to fans across the nation. Eurosport India is renowned for its comprehensive sports coverage, including motorsports, golf, cycling, and more. Together, we aim to elevate this campaign and ignite a nationwide passion for high-speed, world-class sports. With Shikhar Dhawan’s involvement, we are confident that we will unite and energize fans across the country.”

  • Unveils signature curated Ghewar and Feni gifting hampers

    Haldiram launches campaign for Teej festival

     

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    Haldiram’s, the traditional sweets and snacks major, has unveiled its Teej campaign – “Teej ki Meethi Reet” that aims to highlight the brand’s focus on celebrating the timeless traditions of Teej which underlines the onset of the monsoon season and the perineal bonds of love and togetherness.

    Speaking about the unveiling of the Teej ki Meethi Reet campaign, Kailash Agarwal, President- Retail QSR, Haldiram’s, said: “We at Haldiram’s always celebrate India’s rich cultural heritage through our range of signature delicacies. Our ‘Teej ki Meethi Reet’ campaign is a tribute to the joy and togetherness that the celebration of Teej represents. We are excited to bring a taste of tradition to our customers with our special Teej offerings.”

  • To unveil his brand identity & distinct range of performance wear

    Hardik Pandya teams up with FanCode Shop

    Cricket all-rounder Hardik Pandya unveiled his brand identity and a premium range of performance wear, that will be available exclusively on FanCode Shop.

    Said Yannick Colaco, co-founder, FanCode: “We are thrilled to bring the Hardik Pandya brand to everyone. As one of the fittest athletes and an inspiring national icon, Hardik’s journey resonates with people from all walks of life. His personal involvement in developing this performance wear range shows its significance to him. We believe the collection will appeal not only to fitness enthusiasts, athletes but also to young fans and admirers who look up to Hardik.”