MediAvataar's News Desk
Turn Up The Night With Retro Hits
94.3 Radio One, India’s only International Music Radio network is known for its globally celebrated RJs and trailblazing content. With shows that showcase global lifestyle related to travel, food, cinema backed by experiences of celebrities such as Ranveer Singh, Rajeev Masand, to global personalities like Ryan Seacrest, Casey Kasem and Brian Tellis.
Staying true to its roots of “One World, Your Station”, aiming to bring back the retro world, Radio One has introduced a brand new show “Night Shift” with a brand new host Sharma G, from Monday-Friday, 9 PM onwards. The show covers the retro sounds that rocked the planet in the 70s, 80s and 90s. This is the show that will hit the sweet spot for retro lovers and take them back to the chart-toppers they grew up with.
The show is about the songs that defined the past, featuring Artists who hold chart records that stand till today. All this comes from the extensive music collection of the host Sharma G who has loved and followed retro music for the last 40 years!
From the days of cassettes in the 70s and 80s to the music video revolution that took over India in the 90s, Sharma G is the man to take everyone through the 3 decades that shaped the sounds of today. The show, Night Shift with Sharma G is on air every week night, 9 PM to 10 PM and promises to bring the classic pop and rock hits of the 70s, 80s and 90s to the radio.
A new set of e-commerce tools to help brands build an effective A new set of e-commerce tools to help brands build an effective e-commerce marketing strategy
The COVID-19 pandemic and subsequent country lockdowns have driven 10 years of e-commerce growth in an eight-week period, prompting a rethink of all the marketing fundamentals.
As advertisers come under pressure to deliver e-commerce sales, WARC, the global authority on marketing effectiveness, has today released an evidence-based and practical report to help:
The WARC Guide to E-commerce and the Future of Effectiveness.
David Tiltman, VP Content, WARC, comments: "Advertising investment has shifted into shoppable and e-commerce formats, and many companies have had to develop their e-commerce strategies on the fly, breaking down previous silos to drive growth. This shift will have a profound effect on the way marketers plan their media budgets."
Lena Roland, Managing Editor, WARC Knowledge, continues: "Effective marketing in the age of e-commerce may mean new thinking in terms of some of the 'basics' - like packaging and pricing. It may mean new media choices, and new internal organisations.
"But it is also clear that brand remains key in online retail. In an age of almost limitless choice, brand recognition and trust translates into pricing power. Creative brand-building, therefore, remains key."
WARC's Guide to E-commerce covers five key themes:
1. The acceleration of e-commerce
Edge by Ascential, WARC's sister company, has revised the e-commerce growth outlook for 2020 from +22.2% to +30.4%. Brands in sectors such as FMCG are seeing rapid increases in online orders and have a growing range of options to sell through. Marketplaces such as Amazon and Alibaba have seen exceptional growth, omnichannel retailers like Walmart and Target are expanding their online offering and platforms like Shopify and Instacart have risen in prominence.
Brands that currently don't sell direct-to-consumer can partner with a combination of traditional omnichannel retailers, major online marketplaces and pure-play operators to drive e-commerce growth.
2. Marketing goes back to basics
Effectiveness in the e-commerce age requires a rethink of all the marketing fundamentals: product, place and price as well as promotion.
Brands are offering bigger packs and multi-buy options, at different price points, as they look to boost profitability out of online retail. Delivery is a new 'moment of truth' for online brands, with packaging a key touchpoint. Unboxing is a key brand opportunity to stand out.
Patrick Miller, Co-founder, Flywheel Digital, comments: "Unboxing moments are no longer just for Apple products... Today, it's even for toilet paper. How does the product arrive and what's it like to open up the product and then put it away in a pantry at home?"
Meanwhile, direct-to-consumer brands with significant first-party data are rethinking their approach to driving repeat purchases. For these brands, the concept of customer lifetime value will become more important.
3. The shift to shoppable media
E-commerce platforms like Alibaba in China and omnichannel retailers like Walmart and Target in the US are becoming advertising and media destinations in their own right. Amazon has seen record growth in the face of the COVID-19 outbreak with ad revenues rising 43.8% ($1.2bn) to $3.9bn in Q1 2020, as brands look for ad formats linked to e-commerce.
Shoppable ads are now a key trend in digital advertising, with social platforms looking to extend their reach into e-commerce via shoppable formats and storefronts within their platforms.
For brands, these trends bring e-commerce and media strategy much closer; many brands are rethinking the way their budgets are siloed to enable better investment.
Jill Baskin, Chief Marketing Officer, The Hershey Company, said: "It's been an interesting, and very quick, journey to bring all of those budgets together, and to plan them together so that we aren't overlapping each other or shingling, as we call it, one offer on top of another."
4. The dangers of short-termism
The rise of shoppable formats and e-commerce media is likely to accelerate the shift toward short-termism identified by researchers such as Les Binet and Peter Field. And that will only be compounded by recession.
Yet there is evidence that a strong brand is key to driving traffic, boosting performance of direct-response ads and maintaining price premiums online. Balance is key - it's not a question of investment in either brand or activation, but a smart blend of both.
Trust is vital in e-commerce, not just in the brand but in the entire end-to-end experience.
Simon Ingram, Global Account Director, Ecommerce and Digital Specialist, MediaCom, says: "Skew too heavily into 'lower funnel' media investment options, such as Google, Amazon Search, affiliate networks and re-targeting, at the expense of the high-reach broadcast media and your brand equity will decline rapidly, followed by a decline in your much cheaper and better-converting brand search volumes, followed by the price consumers are willing to pay for your products."
5. The rise of live streaming
COVID-19 has accelerated the growth of livestreaming e-commerce in China: a powerful combination of influencers, video, social and online selling. According to Yimian, WARC's sister company, the number of livestreaming users reached 560 million in China as of March 2020 - 62% of the country's total number of internet users.
Discount-driven and convenience-led, livestreaming is particularly suited to products that have a short decision cycle, such as food, fashion and beauty. That said, automotive and luxury brands are experimenting with livestreams, which is driving awareness and consumer engagement.
The latest phase of livestreaming puts Chinese business leaders from brands such as McDonald's and Hema centre-stage, to engage consumers and even launch new products.
Aruna Narandran, Senior Account Director, AKQA Singapore,advises: "Rather than jump on the bandwagon, the best approach is to consider how livestreaming might complement a brands core offering in the long-term."
As a ConTech leader and India’s Entertainment Super-App, ZEE5 has been instrumental in paving the way for digital video entertainment in India through bespoke content and integration of new technologies. The platform has proven to be a consumer favourite, not only in India; but also, globally, as it was listed 6th in Sensor Tower’s ‘Top Video Streaming Apps Worldwide for June 2020 by Downloads on Google Play ranking data.
Featuring in world’s Top 10 most downloaded video streaming apps list is a testimony to ZEE5’s momentous efforts in serving bespoke content for diverse audiences anytime, anywhere. The estimates of this report include worldwide downloads for the App Store and Google Play between June 1, 2019, and June 30, 2020. ZEE5’s feature on this list is reflective of the consumer sentiment towards choosing the home-grown platform as their preferred content streaming destination.
This feat can be attributed to the Super App’s efforts in democratising access to exclusive content and new offerings for every Indian across genres and languages. As a part of this vision, the entertainment destination recently launched ‘ZEE5 Club’, making engaging premium content available at ₹365/year. Apart from this, ZEE5 is geared up to launch ‘HiPi’, a first-of-its-kind UGC platform by an OTT platform which promises to connect Fans to Fandom.
Dedicated slot for high-volt Punjabi Music
India’s no. 1 contemporary Hindi music channel MTV Beats today announces the launch of a dedicated slot for young and upbeat Punjabi music. Aptly named ‘Punjabi Beats’, the dedicated break-free 30 minutes slots will air on MTV Beats and Beats HD starting 10th August, every day at 11AM and 4:30PM. Punjabi Beats will feature non-Bollywood, popular independent Punjabi songs and new Punjabi releases from prominent artists.
Speaking about a dedicated segment on Punjabi music, Vikas Boni, Head - MTV Beats, Business Planning & Content Partnerships, Youth, Music and English Entertainment, Viacom18 said: “Punjabi music is an instant favourite and is the next most popular genre after Bollywood music amongst youth. In this lockdown period, MTV Beats has seen substantial growth with 25% increase in viewership* which is backed by innovative and original music content. With a dedicated bloc like Punjabi Beats, our line up becomes even more exciting for viewers. It will further strengthen our position as the most loved contemporary music channel in the country.”
The Punjabi Beats slot will also have an interesting in-show vignette, Punjab Di Boliyaan, where different artists will take up one typical Punjabi word such as “Siyaapa”, “Patola”, Chhetti, “Gedi and tell viewers what it actually means. We have already on-board popular artists such Gippy Grewal, Tony Kakkar, Sukh-E, Bohemia, Milind Gaba for the Punjab Di Boliyaan vignette. MTV Beats has partnered with music labels such as Sony Music, VYRL Originals, Humble Music, White Hill Music and Desi Melodies for Punjabi Beats.
MTV Beats is the market leader in contemporary Hindi music category with 40% of its audience comprising youth. Even during the lockdown phase when there was a complete halt on shoots of music videos, MTV Beats remained the go-to brand for music labels and artists and managed to capture and promote new songs and albums, thus striving hard in the lockdown. MTV Beats premiered 6 exclusive songs, while music properties like Fresh Beats and MTV Beats Discover premiered 13 and 12 new songs, respectively. The channel was also home to original programming amidst the lockdown and launched 4 properties namely MTV Beats Pyaar Karo Na, MTV Beats Sessions From Home, Dil Beats Lockdown Love with Darshan Raval and MTV Beats Baba Ki Chowki Lockdown Edition.
Ready to enthrall everyone with upbeat and pumped up music, Punjabi Beats is launching from 10th August, every day at 11AM and 4:30PM only on MTV Beats. MTV Beats and Beats HD are available on all DTH and cable platforms priced at 10 paise and ₹1 per month, respectively.
To launch a rendition album of ‘Jai Raghu Nandan’
The brand launches an entire album with bhajan performances from ace Bollywood singers to entertain and satiate the devotional needs of listeners amidst the lockdown
New Delhi, Aug 04 2020: Shemaroo Entertainment, India’s leading content powerhouse has partnered with talented singer Tochi Raina and other eminent Bollywood singers to launch bhajan renditions of classics like ‘Jai Raghu Nandan’, ‘Aisi Lagi Lagan’, ‘Raghupati Raghava Rajaram’ and ‘Mere Shyam’, amongst others.
Tochi Raina has been a very prominent part of the Hindi music industry and is most known for his famous compositions like Kabira from Yeh Jawaani Hai Deewani and most recently Do Din Ka Ye Mela from Gulabo Sitabo. The album includes bhajan renditions from other illustrious singers such as Javed Ali, Kumar Sanu, Zubeen Garg, Ash King and Shabab Sabri. The songs have been composed by Tabun Sutradhar, Surya Prakash Vishwakarma, Raees & Zain Sam and the album promises to bring peace and tranquility amidst the uncertainties and ambiguities of the current situation.
Shemaroo Entertainment has always been deeply entrenched in the devotion ecosystem for the past decade and has carved a niche among audiences and viewers. The company has revolutionized how people consume devotional content, with their innovative offerings such as the Shemaroo Bhakti speakers. While these bhajans will always remain eternal, Shemaroo Entertainment is giving them a contemporary twist, thereby adding to the talent pool and creating a rich lineage in the devotional genre.
Commenting on the association, the talented singer Tochi Raina said, “I feel extremely grateful to lend my voice for the devotional song ‘Jai Raghu Nandan’. Shemaroo is an iconic brand and I am honored that my song has found its place on the Shemaroo Bhakti platform for millions of listeners. The experience of recording this song was very enriching, as it’s one of the first devotional songs I have ever recorded. With a large part of the country being home due to the lockdown, I wanted to work on some fresh content that would spread positivity and hope amidst the uncertainties. I hope people like the album and it finds a special place in their daily lives.”
The album will release on 4th August, 2020 across Shemaroo platforms like Shemaroo ME, Shemaroo Bhakti YouTube & social media pages, along with Shemaroo DTH services over time. It will also be available on apps and online music platforms such as Saavn, Gaana, Spotify, JioSaavn, Hungama Music, Wynk and Apple Music.