MxMIndia

Tag: Meter Down

  • The youth are also bringing about a cultural change in terms of their influence in advertisements, films, music, television, web and others, says Aditya Swamy

    Aditya Swamy on 6 Gen X facts brands must know

    Aditya Swamy

    By Aditya Swamy

     

    Youth today are coming together to bring about social and cultural change

    Besides the social change, for instance the Meter Down campaign or the Anna Hazare’s anti corruption movement. The youth are also bringing about a cultural change in terms of their influence in advertisements, films, music, television, web  and others.

     

    The generation gap between parents and children is breaking down

    For this generation it is the family which is first over friends. In fact, young people today see their parents as role models and know that it is their parents who will stand by them in both good and bad times.

     

    Warm is the new cool for this generation.

    This is the generation which is in touch with their emotions as they want to make the world a better place, and they want to be a better person. This generation is also very quick to help those that seek their help whether it’s about finding a new home, a restaurant, a job and so on.

     

    This is truly an empowered generation

    Because most of them believe that they can bring about a change in the society or their country. Therefore for a brand to give the youth a platform where they are able to display their empowerment becomes a very powerful tool for brands to engage with their audience.

     

    Technology is equal to life

    The youth today are born into a world where iPhone, iPad, tablets and other mobile platforms are just part of their life. For brands to connect with the youth they must look at how their content can evolve around the four different environment i.e. television, mobile, web and the real life screen. Therefore bringing the four together to engage with the youth.

     

    This generation is already inspired

    So they are not looking at brands to inspire, but they want the brands to engage them. Gone are the days when a Shahrukh Khan is seen as an inspiration, today their role models are those people that brought about a change in their surroundings or country and so on. So brands must start having a two way conversation with their audience and once a brand initiates a two way dialogue that’s when it builds a connection with their audience.

     

    Aditya Swamy is EVP and Business Head – MTV India

     

  • Mumbai tabloid Mid-Day has taken up cudgels on behalf of autorickshaw passengers again, with a renewal of its Meter Down campaign.

    Mid-Day re-launches Meter Down

    By A Correspondent

    Mid-Day has re-launched its Meter Down Campaign in Mumbai to put errant Rickshaw drivers to task. The campaign will be launched as a joint programme with the traffic department and the RTO. This year’s Meter Down campaign aims to take on the uncouth auto drivers to teach them a lesson. The campaign will go on for a period of four weeks and aims to garner support from the citizens across the city. According to Mid-Day, people have anger towards rickshaw drivers mainly for reasons such as tampered meters, refusal to ply and also for their rude behaviour.

     

    Mid-Day will identify key locations in the city where the authorities concerned will be present to reduce the hassles caused to the citizens. The focus will be on peak timings in the morning and in the evening when most office-goers are affected. The offenders will have strict fines levied on them and serious offences could also lead to cancellation of licences.

     

    Last year’s Mid-Day Meter Down campaign, which targeted the taxi drivers, received overwhelming support. In a span of just one month, the campaign saw as many as 1,551 taxis being booked for refusing fares across the city. In addition about 317 taxi drivers’ licenses were cancelled. Mid-Day followed up tirelessly with each department to ensure that the errant drivers are booked.

     

    Speaking on the re-launch of the campaign, Mr Manajit Ghoshal, MD and CEO, Mid Day Infomedia Limited said, “Mid-Day is a local city newspaper and therefore it is our endeavour to cater to issues pertinent to the people of the city. Mid-Day Meter Down campaign is an effort to resolve issues that a Mumbaikar faces on a daily basis. The last season saw great response from the city and we are more than happy to launch this campaign once again as people have again started facing a lot of issues with the rickshaw drivers. The kind of success that the campaign received last year makes us hope that this campaign will make a stronger impact.”