MediAvataar's News Desk
Snapchat is happy to announce its localization into 4 Indian languages – Hindi, Marathi, Gujarati and Punjabi. Reinforcing its commitment to the Indian market
Snapchat launched Discover in India last year and is now localizing into regional languages to engage and excite Snapchatters to share content in their very own language.
Recently, Snapchat released localized lenses, filters and stickers on Holi – India’s Festival of Colours, for IPL teams – Mumbai Indians, Rajasthan Royals, Kolkata Knight Riders, Chennai Super Kings, and collaborated with Indian women artists from across India to develop creative tools on the occasion of International Women’s Day.
‘Welcome the Future’: Expo 2020 Dubai invites the world to join its journey in latest brand campaign
· ‘If we collaborate to find solutions, then we can make the future great’
· Expo 2020 invites all to support vision of secure and progressive future
· Campaign reflects the ‘positive and progressive spirit’ that built the UAE
Expo 2020 Dubai today unveiled its latest global marketing campaign, called ‘Welcome the Future’. Celebrating humanity’s many achievements and calling on the world to come together to create a better future, the video-led campaign is an open invitation for all to join Expo 2020 on its exciting journey, with the clear message: ‘We’re not done yet’ in making progress.
Building on Expo 2020’s theme ‘Connecting Minds, Creating the Future’, the campaign amplifies the message that everyone on the planet has a contribution to make.
Expo 2020 will transport visitors to new worlds through its immersive pavilions, including those of 190 participating countries, who will each showcase their innovations, cultures and aspirations. Millions of visitors also will experience world-class architecture such as the Sustainability Pavilion and Al Wasl Plaza, taste authentic cuisines from around the world, and enjoy more than 60 live performances a day.
Expo 2020 also will enrich and enlighten millions of people of all nationalities and ages, while being hosted in the UAE, a country that has become synonymous with innovation and an insatiable hunger for future progress by collaborating with the 200-plus nationalities that have made their home there.
Sanjive Khosla, Deputy Chief Visitor Experience Officer, Expo 2020 Dubai, said: “We’re excited to launch our first global campaign and to inspire the world to visit Expo 2020. This campaign reflects the positive and progressive spirit that has made the UAE the special hub for innovation and collaboration that the world has come to know.
“Expo 2020 Dubai continues to build on that spirit and will give millions of people from all over the world a once-in-a-lifetime opportunity to see what tomorrow will bring and to be part of creating a better future. We are inviting the world to ‘welcome the future’ while experiencing the extraordinary at the same time.”
Offering a journey of discovery through interactive exhibitions, live shows and entertainment, engaging discussions and educational forums, visitors will be challenged and inspired to become change-makers and be part of creating a sustainable future for generations to come.
The marketing campaign reflects this voyage of human discovery using compelling cinematic visuals and slam poetry narration.
Between October 20, 2020 and 10 April, 2021, Expo 2020 Dubai expects to record 25 million visits, with 70 per cent of visitors to come from outside the UAE – the highest proportion of international visitors in the 168-year history of World Expos. There will be more than 200 international participants, including 190 nations, businesses, non-government organisations and educational institutions.
Philip Myers, SVP Global Public Policy and Government Affairs at PepsiCo, becomes new Deputy President
WFA has announced a new leadership team and elected Mastercard’s Chief Marketing and Communications Officer, Raja Rajamannar, as its new President. He will serve a two-year term as WFA President, with the option to extend for a further two years.
Rajamannar has worked for Mastercard since 2013, and in particular has led the company’s marketing transformation, including the integration of the Marketing and Communication functions, evolution of its Priceless experiential platform, and creation of cutting edge marketing-led business models into the core of the company. Recently Raja pioneered Mastercard’s move to become a symbol brand and the launch of its breakthrough sonic brand platform. He also serves as President of Mastercard’s Healthcare Division in addition to his role as Chief Marketing and Communications Officer.
With more than 30 years of experience as a global executive across multiple industries, previous roles include Executive Vice President and Chief Transformation Officer, WellPoint (now Anthem, Inc.); Chief Executive, International and Chief Innovation & Marketing Officer, Humana; Global Chief Marketing Officer, Cards and Payments, Citigroup; and CEO of Diners Club North America. Raja started his career with Asian Paints in India. He was also the winner of the 2018 WFA Global Marketer of the Year award.
He replaces David Wheldon, CMO at RBS, who has been president since 2015. Wheldon will continue to serve on WFA’s Executive Committee as Regional Vice-President for Western Europe.
“The opportunity in front of marketers today to make a difference for their brand, their business and even the world is tremendous. I am honoured to pick up and carry the torch as President of WFA, an organization committed to elevating and advancing the activities of our profession, and a role I am convinced will become even more important in the years to come,” said Rajamannar.
“We’re thrilled to be working with Raja as our new President. He’s one of the very best in the business and his work at Mastercard demonstrates how marketers can deliver unrivalled business and social impact when they’re at the top of their game,” said Stephan Loerke, CEO of WFA. “I’d also like to thank David for his invaluable service as President. He is nothing short of a giant in the global marketing industry and he has helped lift the organisation to another level in terms of its relevance to CMOs, its strategic focus and its global expansion. We’re delighted he’s agreed to stay on our Executive Committee and help steer the organisation through future challenges.”
The Deputy President role has been attributed to Philip Myers, Senior Vice-President, Global Policy and Government Affairs at PepsiCo, who takes over from Matthias Berninger, former Vice-President, Public Affairs at Mars.
Philip leads PepsiCo’s government and stakeholder relations. Previously, he oversaw public policy and communications across the company’s Europe Sub-Saharan Africa business and before that led the European Retail Round Table, which brought together Europe’s leading retailers on public policy issues. His appointment reflects the dual nature of WFA’s mission working with both marketers to ensure marketing effectiveness and policy professionals to protect brands’ license to operate.
The new President, Deputy President and Regional Vice-President roles are part of a wider change in WFA’s leadership team which also includes a number of new executive committee members:
· Jean-Luc Chétrit, CEO, French Advertisers Association (UDA) & WFA Treasurer
· Edward Bell, General Manager Brand, Insight and Marketing Communications, Cathay Pacific Airways
· Adam Mohamed Wee Abdullah, Group Chief Marketing Officer, CIMB
· Valérie Hernando-Presse, Chief Marketing Officer, Danone
· Gerhard Louw, Head of International Media Management, Deutsche Telekom
· Allyson Park, Global Vice-President, Corporate Affairs, Mars
· Francesco Tramontin, Director, Global Public Affairs, Mondelez
· Lynette Pang, Assistant Chief Executive, Marketing Group, Singapore Tourism Board
· Atul Agrawal, Senior Vice-President, Corporate Brand and Marketing, Tata
· Jan Morten Drange, CEO, Association of Norwegian Advertisers (ANFO)
“It’s always gratifying that so many senior marketers are willing to serve on WFA’s committees and forums. We couldn’t do half the work we do without these vital contributions and the wisdom of so many senior marketers and policy professionals is critical in identifying upcoming issues and potential solutions to the many challenges faced by brands today,” said Stephan Loerke.
Cutting-edge responsive systems are tailoring travelers’ environments to their emotional states.
According to recent research from Which?, almost half of commuters in the UK find traveling by trains stressful. Not surprising, considering that commutes of 20 minutes or more can lead to chronic stress and burnout, according to research from the University of Montreal. This is increasingly an issue given that average commutes are getting longer. In response, innovative companies are using real-time emotion detection and artificial intelligence (AI) to combat stress and bring a sense of wellbeing and calm to travel environments.
Clear Channel Sweden is leveraging urban data to create an “emotion-triggered art exhibition” that helps soothe travelers. “Imagine walking into a museum where the entire exhibition is adapted in real-time to make you feel good,” said Antonia von Euler-Chelpin, founder of Young Art, a platform for emerging artists that consulted on the project. The Emotional Art Gallery, which was on display across Stockholm’s metro system from March 7-24, 2019, synthesized real-time, publicly available data from Google searches, social media, news articles and traffic information to determine the mood of the city.
“All companies follow current news events and trends as research for their communication. So, we thought why not use this type of real-time data as a new kind of creative input,” said Clear Channel chief content officer Finn Wikander. The system then used the data to select and display artwork meant to combat commuter stress and anxiety across 250 of Clear Channel’s connected screens. Six artists contributed to the exhibition, with bespoke pieces created to induce feelings of energy, love, peacefulness, calmness, happiness, comfort and safety.
South Korean automotive company Kia is also working to tackle travelers’ stress levels with their Real-time Emotion Adaptive Driving (R.E.A.D.) system. The system, which Kia previewed at CES in January 2019, monitors the driver’s emotions using bio-signal recognition technology. The AI-based system analyses facial expressions, heart rate and electrodermal activity to determine emotional state and then adjusts the interior of the car – such as lighting or music – to improve the driver’s state of mind.
“The [R.E.A.D.] system enables continuous communication between driver and vehicle through the unspoken language of ‘feeling’, thereby providing an optimal, human-sense oriented space for the driver in real-time.” says Albert Biermann, President and Head of Research & Development Division of Hyundai Motor Group. By adapting the interior of the car to an individual driver’s needs, Kia can improve the overall driving and reduce stress.
Traveling through airports is also anxiety-inducing: 97% of US fliers report being frustrated by air travel. Airports like Istanbul New Airport in Turkey are aiming to improve travelers’ experiences with new emotion detecting robots. Nely, a social robot from Turkey-based Human Age Technology, can provide information to travelers about traffic, gates and weather forecasts all while reading users’ emotions and reacting accordingly. The creators hope that by having the robot respond to emotions, interactions will be more useful and enjoyable for people and will decrease travel stress.
While technology that detects and reacts to emotions can certainly help improve commuters’ wellbeing, it is not without consequence. Going forward, brands must be cognizant of privacy concerns. Security systems that use facial recognition, for example, pose ethical questions, especially as these systems gain traction among U.S. retailers. On top of that, technology capable of passive emotional manipulation should be used with care. Opting in is going to become more important than ever.
As technology improves, brands are beginning to actively use it to improve not only our journeys but our overall wellbeing. By reducing stress, companies can make themselves an invaluable part of our everyday lives – as long as privacy is respected.
CricPlay, India’s newest free fantasy cricket gaming app has invited cricketing legend Gautam Gambhir as the official Brand Ambassador for its inaugural ‘Ab India Khelega’ campaign. The company is also hosting T20-themed ‘Challenger Leagues’, i.e closed group leagues for users to compete with other users on the app that will offer them the chance to win several prizes.
CricPlay Business Head, Gaurav Sarin said, “We are excited to have a legend like Gautam onboard with us in our journey to bring world-class fantasy gaming to India. His passion for the game is at the core of CricPlay, and ‘Ab India Khelega’ is aimed at pivoting fantasy games from the current transactional nature of spending money to play, to playing for the love and joy of Cricket where all fans are welcome irrespective of their ability to spend”
Commenting on his association with CricPlay, Gautam Gambhir said, “As Indians, we have been united in our collective love for cricket regardless of income and age group. CricPlay’s ‘Ab India Khelega’ has resonated with me for the same reason - it's the country’s first fantasy gaming app that breaks these barriers of entry and allows anyone and everyone to experience fantasy cricket for free. I’m confident it would emerge as a platform that validates our nation’s love for the game.”
CricPlay features three major formats - Fantasy Leagues, Super Leagues and Daily Predictions. In the ‘Fantasy League’ format, the app allows users the choice to play with other gamers across the country and win money, create private contests and invite their friends or join the ones created by them and compete with them in the same fantasy format. Every team scores points basis the actual performance of the player picked during the match, and the highest scoring teams wins. ‘Super League’ is an original gameplay where gamers can select a team per match and select power-ups like ‘Substitution’, ‘Captain Changer’ or ‘Vice Captain Changer’ for an enhanced gaming experience. In ‘Daily Predictions’, gamers leverage their cricketing knowledge to determine a winning outcome before the match starts and win cash provided they have the highest daily consecutive correct predictions.