MxMIndia

Tag: PromaxBDA India

  • The Boot Camp workshops are to be held on 22nd May 2018 at ISDI, Mumbai

    PromaxBDA releases masterclass session details for 2018

    By A Correspondent

     

    PromaxBDA India has announced a series of workshops this year with leading creative minds of the industry.

     

    Led by the marketing workshop by Bex Schwartz who is the Executive Creative Director and Director at Cause +Effect, the workshop will examine examples of omni channel TV promotion and explore analytics and metrics for watching social engagement transform into ratings.

     

    Next is Tim Horwood’s Masterclass about the changing creative space of Africa and with truTV’s Puja Vohra and creative professional Glenn Urquhart.

  • This year, PromaxBDA India will host speakers and trainers such as Pete Bishop, Director at The Shop, Rob Middleton, VP Network Presentation Group, Astro and Arnab Chaudhari, Director at Banabo

    PromaxBDA & IRF appoint Moe’s Art as communications partner

     

    PromaxBDA India and India Radio Forum Awards 2018 has announced its partnership with Moe’s Art. Moe’s Art will be fulfilling its mandate as a Communication Partner for the fourth consecutive year with PromaxBDA and for the second year in a row with India Radio Forum.

     

    Commenting on the association, Rajika Mittra, Country Head (India, Hong Kong and Philippines) – PromaxBDA said: “We have a long-standing association with Moe’s Art for these events and it has always been a great experience working with them. We are happy to have them as our ‘Communication Partner’ for the 2018 edition as well. We are extremely happy to continue our mission of leading the global community of marketers and creatives in the media & entertainment industry and connecting the community.”

     

    Speaking about the association, Mayank Sen, Co-Founder, Moe’s Art said: “We are honoured to be associated with the prestigious PromaxBDA and India Radio Forum properties once again, with our continued association, we hope to up the ante in helping them create an immersive experience for the audience and media alike. With each passing edition of this event our learnings will surely help us to provide the properties with a 360 degree, holistic approach.”

     

    PromaxBDA India will be held on May 22 and 23 in Mumbai, while India Radio Forum will be held on May 18 in Gurugram.

     

     

  • Viacom18 ruled at the PromaxBDA India awards followed by Star India, Zee and Sony on Day 2 of the promo conference

    Creativity, branding, passion, awards & more at PromaxBDA

    All the gold award winners at PromaxBDA India awards

     

    By Anuka Roy

     

    It was a memorable night for Viacom 18 Media Pvt Ltd at the 2016 PromaxBDA India awards held on Thursday in Mumbai.  Awards across 51 different categories were presented with Viacom 18 winning 28 awards, with Colors Infinity alone winning 12 of them. Star India was second with 17 awards. Zee and Sony settled for 11 and 7 awards respectively. Doubtlessly, the  conference hall was bustling with unparalleled energy as winners from each category were welcomed with much cheer. In total, 43 gold and 43 silver Muse trophies and eight each of gold and silver Isis trophies were awarded.

     

    In the morning, the PromaxBDA India kicked off with an opening address by Conference Chair and Colors CEO Raj Nayak. “The biggest change in our industry is that time is fleeting,” he said, adding: “With each passing day the most precious commodity in our industry is time”.

     

    Lee Hunt, Founder of Lee Hunt LLC, began the morning session on an engaging note by talking about the Dynamic Branding. He explained the paradox of dynamic branding through various videos and examples. According to Hunt, television brands, whether linear, on demand or any other form are different from consumer product brands. They change from season to season, show to show and click to click, so, they cannot be static. They have to be elastic, to be able to grow, to change, to evolve with programming, audiences and platforms. He explained the strategies, tactics and creative principles of television’s most successful brands, and suggested ways in which you can apply them in your branding strategies. MxMIndia asked Hunt how one can break the clutter given that most channels have the same content and a similar pattern of presentation. “If you think about it, there are only a dozen different kinds of content on television. But there are scores and hundreds of channels now. Even though each channel may have similar content scheduled at different times, in viewers’ minds it becomes all confused. So, having your brand be a filter, why we as channel chose this particular programme, scheduled at this particular time and for this particular audience, and trying to find what is that one thing you stand for that can connect all this different audience. So when the viewer looks at the way you are promoting a show,  it feels, sounds and looks different from how one of your competitors might be promoting that same content. It is a hard thing to do, but in India, where the market continues to grow and there is a lot of confusion about these brands it becomes more important.” Hunt’s post-lunch session was about ‘Death of the channel brand?’ He discussed that as content moves off-channel to on-demand platforms, the viability of a channel brand comes in to question. Hunt also explored the threats and opportunities created by Netflix and other platforms and showed how a handful of networks are changing their brands to stay relevant in the new world of television.

     

    The first afternoon session was taken by Graeme Newell, President of 602 Communications, on ‘The next generation of viewer connection’. Newell emphasised that these days’ viewers don’t just want a good show, but a good relationship with the networks that share their values and priorities. The emotional marketing expert revealed some of the key points that are driving the next generation of viewer connection. Right after this session, it was time for the audience to experience some creativity as Steve Brouwers’s took a session on ‘Creativity is an option: fake it till you make it’. There was creativity from the word go as Brouwers’ introduction was done through a video of two infants communicating to each other in their own language about how to introduce him. “It is all about creativity. Everything starts with an idea and a way of making stuff,” said the Creative Director at SBS Belgium. The session focused on getting inspired and the techniques to enhance it. It is not about where you take things from but where do you take them to.

     

    The panel session on ‘State of art’ was moderated by Sheetal Sudhir, Creative Director and Co-Founder of Dynamite Design. Suresh Eriyat, Creative Director and Founder of Studio Eeksaurus and Roopak Saluja, Founder & Chief Executive Officer at The 120 Media Collective were the panelists. In the beginning of the session. the moderator announced that instead of speaking on the topic, she would like the panelists to discuss about the passion that drives them towards the art they are associated with. Through the session, both the panelists shared their professional and personal experiences in the creative industry. Eriyat showed some of the best and award winning animation work that he has done. “People are the inspiration for me. I observe how they behave and try to incorporate it in my work” he said. Saluja who currently is enjoying his role as an entrepreneur, before explore different options including DJ-ing said, “I believe in managing creative talent for creative output.”

     

    The two-day Promax conference ended with the awards presentation.

     

  • The 2016 edition of the PromaxBDA India conference begins with a focus on marketing, promotions and more

    PromaxBDA India conference begins!

     

    By Anuka Roy

     

    The annual PromaxBDA India conference started yesterday (May 11) at the Indian School of Design and Innovation (ISDI) in Mumbai. It was not just the regular conference with speakers airing their views. The event is divided into Day 1 devoted to Boot Camp sessions with parallel workshops conducted on branding and promo producing and the second day devoted to Master Class sessions and the awards.

     

    Graeme Newell, President of 602 Communications, conducted the Branding workshop about ‘Best practices for recruiting new viewers’. It was an examples-packed workshop, where Newell, an emotional marketing specialist showed the attendees the strategies behind some of television’s most successful viewer expansions. He also spoke about how to showcase a brand within daily promotions. Newell explained how most people take the cliché route for promos and gave a presentation on some of the most common mistakes that producers make. He even showed some of the most creative work done by the Advertising industry. Speaking to MxMIndia about the branding scenario in India, Newell said, “What we have to do a better job here is, internationally, we got to be able to show those values that work here and in other countries as well. So, often what I think we have a tendency to do here is sort of take care of ourselves. But, if we brand with more archetypal emotions- big bold emotions- that are used by biggest advertisers, we will be able to have international appeal. Regardless of what country you are in, that will resonate well”. His afternoon session was about ‘News Marketing: What’s working, what’s not and why’. Here he showed a research study done on the effectiveness of news marketing. It was an in-depth analysis of thousands of promos created by news organisations all over the world. He also made it interactive by asking the people about why people are attached to a certain brand and what would they do to keep the audience loyal to their organisation. “Engagement is the key. You are renting your audience’s attention, make it worth their time,” he said.

     

    “Being a promo producer is an awesome thing.  Promo producers are artists, they do everything. They are the most important but underappreciated people in the world of television,” said Rob Middleton, Vice President at Astro’s Network Presentation Content Group. Middleton conducted the Promo workshop, ‘What the hell am I doing?’.  His session dealt with mainly what exactly should be done and how it is done. Promos are the medium through which the word about something new is spread to inform the audiences. They are the first sneak peak that an audience gets of the new product or show, so the promo has to be engaging. The success of the company to some extent depends on the quality and the impact of the promo. “India is the most creative, expressive and incredible places I have ever seen promotions from. Honest to God, in all of Asia, some of the best works I have seen comes from here. I am a little embarrassed that I am the one, as a foreigner, is coming in and telling everyone how to do their jobs better. When I take Indian work and show it to people in the United States, they cannot believe how great it is, and not because of the special effect or style but because of the idea, script and the way it is done,”  Middleton said about Indian promos.

     

    Post-lunch, workshops were conducted on Marketing and Animation. The marketing workshop on ‘Marketing and Technology – the birth of a new age in media’ was taken by Fiona King, Marketing Director/Consultant, Grazia, Grace Publishing Australia. Today, marketers are challenged to develop brand creative and content stories that cut through, she said. But what they now have in addition is technology, offering exciting opportunities for personalisation, targeting unique audiences and creating communities around content. King, through various case studies tried to highlight the leading marketing campaigns and the use of technology available to us. The process of developing a brand campaign which can be perceived as complex technology in to simple communication was touched upon. Digital marketing and social channel for engagement were also some of the key highlights. “In every country it is a work-in-progress because digital channels change so much. As a marketer you just have to evolve. There is no set formula. It comes back to focusing on the consumer and understanding where the consumer is at in any point of time. It is about moving from traditional to digital marketing. The economy has changed from information economy to a connection economy to a sharing economy,” said King about the combination of marketing and technology.

     

    The animation workshop on ‘Get shorty: snackableanimation’ was about short-form animation. It was conducted by Yoshiya Ayugai, Executive Producer, Animation, Turner International Asia Pacific. “Animation, because it is not a human person it relates to a wider audience or may be makes it easier to like than actual human being,” said Ayugai on animation being used for marketing. But shorter content is never easy to translate. Telling a complete story in just a minute or two and grabbing attention can be challenging. He highlighted the whole development process- from concept to script to screen. A few exercises were also done to help aspiring animators to understand the process.

     

    The day ended with anticipation for the second day and the awards, both scheduled at the the Westin hotel in Mumbai.

     

  • It was raining awards across 37 categories at the annual PromaxBDA India awards

    Zee, MSM steal spotlight at PromaxBDA Awards 2015

    By Dyanne Coelho

     

    Zee and MSM walked away with 14 and 13 awards respectively at the PromaxBDA India awards held on Wednesday. Awards across 37 different categories were were presented with Star India coming in third with 10 awards and UTV Entertainment Television Limited and NGC Network won 8 awards each. While Zee bagged 9 Gold and 5 Silver Awards, MSM won 6 Gold and 7 Silver Awards. In all, 31 gold and 31 silver MUSE trophies and six gold and six silver ISIS trophies were awarded.

     

    Earlier, the 12th edition of PromaxBDA India kicked off at the Westin, Mumbai with an opening address by Conference Chair and Colors CEO Raj Nayak. “Short form storytelling has come of age,” he said, “The viewer today has evolved. It’s up to you to catch them head on.”

     

    David Shing, Digital Prophet, AOL began the morning session on an energetic note talking about the various futuristic ideas that are revolutionizing the world. “Personal experience is the new form of entertainment,” he said. Shing highlighted the word ‘Pizzled’ which is a combination of the words pissed and puzzled to describe the feeling a person gets when the person he/she is talking to is constantly busy on the phone during a conversation. “There is an information overload today and bad ads are the uninvited guests to the party.” Shing spent the most part of his talk discussing smart objects like a ring that switches on your television when you write TV in mid-air while wearing it or the same with your fan. Smart objects like the Power Suit, doesn’t require you to carry a wallet around, you merely move the tip of your coat sleeve over the billing machine and your meal is paid for, Shing explained pointing out that we would never see influential persons like President Barack Obama walking around with a wallet. “The new generation is who we should give a shit about,” Shing said, explaining that they are the ones who will be the users of these products in the future. It is all about engaging people in the calm and the chaos, he said.

     

    Nicole Velik of The Ideas Bodega followed, opening with a line that left everyone a little puzzled. “Creativity is everyone’s business,” she said. She went on to explain how once at her workplace, the creative team invited all the other teams; HR, Admin, finance, etc to join them in their brainstorming session, and some amazing ideas popped up. Creativity diminishes as age increases, she pointed out highlighting a few statistics, and it is most often an influential person like a teacher or a parent that kills some part of your creative self by telling you seemingly harmless things like draw within the lines, she said. “When all else fails, role-play,” she said. It helps to thoroughly understand the brand you are trying to sell. Come up with ideas that will get you fired and then pull those ideas back into reality, she advised. “It is much better to tame a wild idea, than to make a boring idea great.”

     

    Liz Dunning of Dunning Penney Jones shared stories of branding across the globe. America doesn’t like foreigners buying into their brands and companies, she said. Europe on the other hand is facing a major invasion by China, as a multitude of Chinese manufacturers are buying into European brands. “Indians sometimes take over a foreign brand and handle it way better than the home country ever could,” she said pointing out India’s vast growth in the industry. American brands are failing because they are not ready to spend, she pointed out. You have to spend on your product and on advertising and branding to make it a success. She cited the example of Cartoon Network and its sister channel Boomerang highlighting how each has a very different approach to branding, yet when you see the advertisements for either you will know they are connected.

     

    The post-lunch session of the day saw two panel discussions. The first one was titled, The Shift: Exploring new demographics, audiences and mind sets. Rajiv Bakshi, VP-Marketing, Discovery Networks, Asia Pacific, South Asia and Ajay Vidyasagar, Regional Director, APAC, Youtube Partnerships, Google were the participants of this discussion. It was moderated by Meenakshi Menon, Spatial Access. The session highlighted key aspects of the digital versus the television medium. The speakers shared relevant insights into each, including costing of content creation, consistency in programming, audience response, advertising, revenue streams and the growth of technology. “If you can bring consumers to have the conversations that you want them to have, then it is a job well done, whether on the internet space or on a TV set,” Menon said, concluding debate one.

     

    The next debate concentrated on the art of making a pitch to a client. ‘Pitch Therapy: A two-way conversation about the challenges of engagement’ was the topic of discussion which saw four participants; Kartik Sharma, MD, Maxus, South Asia, Paritosh Painter, Network Creative Director, Reliance Broadcast Network, Abhijit Joshi a former Ogilvy employee and Namit Sharma a former Zee employee. During the due course of this session  moderated by Tarun Katial, CEO, Reliance Broadcast Network, pointers on what to do and what not to do during a pitch were discussed. Know what your client wants, have a conviction and transfer that conviction to your client and believe in your pitch is what was unanimously agreed upon. “You have to sell your idea in the first 20 seconds,” Painter said. Pitching an idea is just like wooing your boyfriend or girlfriend, Joshi added.

     

  • PromaxBDA India 2015 will take place on 12th and 13th May, 2015 at the Indian School of Design & Innovation and The Westin, Mumbai

    12th edition of PromaxBDA to be held in Mumbai

    By A Correspondent

     

    PromaxBDA, the association that represents more than 10,000 companies and promotion and marketing professionals at every major media organisation in broadcast media, has announced the 12th edition of its annual conference, PromaxBDA India 2015.

     

    This year’s conference will witness participation of prominent visionaries discussing topics that contribute to the growth of digital and advertising space. Some of the key speakers and trainers include David Shing – Digital Prophet – AOL, Nicole Velik – Director/Founder – Ideas Bodega, Linda Button – Brand Personality Expert – Tooth+Nail, Rob Middleton – VP, Network Presentation Content Group – ASTRO, Liz Dunning – Co-founder – Dunning Penney Jones, Amanda Herbert – Marketing & Communications Director – Discovery Networks Asia Pacific and Glenn Urquhart – Group Creative Director – The LifeStyle Channel, Foxtel Networks Australia.

     

    This year PromaxBDA India has introduced a brand new conference format, where they will be holding PromaxBDA Boot Camps and PromaxBDA Masterclass Conference. The inaugural PromaxBDA Boot Camps will bring in the latest creative techniques in promotion-creation while the Masterclass Conference is tailored to create a local and global overlook for senior-level producers, executives, leaders and decision‐makers. The Masterclass Conference will be opened with a keynote address by the renowned David Shing – Digital Prophet – AOL.

     

    Commenting on this year’s conference and the new additions, Rajika Mittra, Country Head (India), PromaxBDA said, “We are glad to announce the 12th PromaxBDA India Conference 2015. With media and entertainment industry evolving at an enormous speed and digital space dominating as a medium, this year we have introduced a fresher format, which aims at emphasizing on the importance of the digital medium. We have received encouraging response to the earlier summits and I am sure that this year too we will have an exciting time with everyone.”