05 June 2020 11:39

GLOBAL HEADLINES

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BBC World News’ 16th annual Golf Connect event took place on Sat 1st Feb at the ITC Classic Golf and Country Club in Gurgaon, attended by legendary cricketer Kapil Dev and professional Indian Golfer Ms. Tvesa Malik.

The event also attracted over 100 of India’s top corporate golfers highlighting the sought after nature of the occasion and showcasing the BBC’s commitment to engaging corporate leaders across India.”

“Small Steps. Big Impact. by Zalando”

For Spring 2020, Zalando has teamed up with nine Nordic brands to develop an exclusive, more sustainable womenswear collection, entitled Small steps. Big impact. by Zalando. Zalando offers over 20,000 items flagged with sustainability from over 240 different brands. Nine of these brands were chosen to bring this collaboration to life; Blanche, Bruuns Bazaar, Designers Remix, Filippa K, Han Kjøbenhavn, Holzweiler, House of Dagmar, Libertine Libertine and Won Hundred.

“Sustainability is an increasingly important topic in all our categories, especially in Premium. We know our Premium customers demand products that are not only of high quality and fashionable design but also have sustainability benefits,” says Lena-Sophie Roeper, Director of Buying Premium, Zalando. “As a platform with more than 29 million active customers in 17 countries and more than 2,000 brands, we know that we can influence the demand for and the supply of sustainable fashion. That’s why we’re introducing our customers to sustainable fashion, working with partners who share our vision and ethics, and move the industry forward, every day. The collection, Small steps. Big impact. by Zalando, only available at Zalando, is a huge step in the right direction.”

Frontrunners in sustainable fashion, these nine Nordic brands were challenged with a brief that called for a cohesive, conscious collection that didn’t compromise on design or quality. Less resource-intensive processing techniques, better materials and social aspects remained top-of-mind as the 70 piece collection came to life. Each brand brought their own unique conscious mindset to the project, and with them, an exciting range of sustainable fabrics and processes to see a collection which includes organic cotton, long-lasting triacetate, 100% recycled polyester, OEKO-TEX certified prints, less pesticides used and more water saved. The collection is a strong base for a lasting wardrobe. A muted colour palette realises a consistency across the mix of light, flowing dresses, structured suits, durable denim and lightweight jackets. The diversity of styles allows the wearer to mix and match, creating a personal style to last multiple seasons.

“This collaboration continues Zalando’s Sustainability goals by responding to the changing needs of our customers,” says Jonny Ng, Director Marketing Strategy & Campaigns, Zalando. “The collection, Small steps. Big impact. by Zalando aims to increase customers’ awareness of Zalando’s sustainable fashion assortment, while guiding customers towards more conscious choices. By working together with these nine premium brands we want to demonstrate how easy it is for our customers to find sustainable styles from head-to-toe."

This collection follows Zalando’s first dedicated sustainable fashion campaign and the release of their Sustainability Strategy 2023, titled do.MORE, in October 2019. Acknowledging being part of the problem with do.MORE, Zalando now wants to be part of the solution. Zalando can play an important role in tackling fundamental sustainability challenges by using its scale and technology to take the lead in building the connections needed to transform the industry. Small steps. Big impact. by Zalando sees Zalando leveraging its influence as a platform to facilitate projects and collaborations where players can join forces and work together for a better cause.

The collection is available in each of Zalando’s 17 markets and will be accompanied by a campaign across print, out-of-home, social media and Zalando-owned channels.

How is National Geographic doing in the digital medium, in terms of traffic and revenue?

National Geographic has taken new strides in how we approach digital as a medium. Our brand strategy revolves around harnessing the power of National Geographic’s iconic yellow border and bring the world to our consumers by engaging with and providing audiences the content experiences they want; on the platforms they want to experience it on. Hence, we are distributing programming on digital media by creating conversations with our unparalleled global audience. And we are sharing stories that matter and resonate across all media assets, to help ignite positive global change.
Our digital community is increasing consistently. With our extensive social media outreach on Instagram, we were able to create a remarkable impact through our #ChooseThePlanet campaign, which was launched on 2nd October, 2019. It sparked an outpouring of support, elicited commitment and action from people as a result of which 25 million plastic items were pledged to be prevented from reaching the oceans. With a massive audience across our social media platforms, we will continue to build a strong social community, to further help create serious and positive impact.

What would be your key focus areas for 2020? And how are you going to get there?

Through National Geographic’s rich legacy, we have always focused on the power of immersive storytelling, science and exploration to change the world. Our focus areas will be pivoted around this basic vision.
•Our content line up for 2020 is highly focused on inspiring the younger generation through powerful stories of India’s mega icons and best rated global content on television and digital assets including Hotstar.
•We are committed to highlighting causes from around the world and have been actively raising awareness about the on-going Australian bush fires. Through our global initiative ‘Planet OR Plastic?’, we are raising awareness about the global single-use plastic crisis and encouraging people to reduce its use. We aim to drive people to take action this year. In March, we will also be highlighting stories of inspiring women from around the world through our special series ‘Women of Impact’.
•Our wildlife infotainment channel, Nat Geo Wild brings alive real-life stories of the natural world and the amazing creatures that inhabit it through world class wildlife series and specials.
•We are strongly committed to engaging with and growing our digital community. Through the year, we will engage with our loyal base through visual storytelling by our global community of explorers.
•Lastly, to drive action towards keeping the planet in balance, we will continue to delve deeper into every topic, every theme to provide knowledge, depth and perspectives unavailable anywhere else. National Geographic strives to produce content that has the power to inspire, enlighten and provoke — entertainment with purpose.

Is OTT eating in to the viewership pie of English channels?

We’re a part of an industry where change is the only constant and challenges have to be aligned to work in our favor. OTT is an emerging juggernaut in the entertainment sector which is preparing the industry to stay pertinent in the arena of technological innovation. This is a time for brands to rethink their strategy customized to linear and OTT platforms. For National Geographic, OTT has been a massive strength given that we are available on India’s largest streaming service- Hotstar.
Being available to consumers across both television and hotstar has given us incremental reach and helped us grow our viewer base.

As consumer’s preferences change, so does the role of marketing. Your thoughts on this?

Understanding the value proposition of your brand and knowing who to rope in to create meaningful conversations are of paramount importance in today’s scenario. The role of marketing is not just limited to brand outreach and amplification, but also to create perceptions and share knowledge. Given that we are living in a digital world where brands have to keep abreast of any developments in order to ride topicality, it is important for brands to remain on the ball in order for them to capitalize on important moments as well as avoid flak.
A brand must stand for a purpose and push the boundaries to remain relevant to today’s customers. We have to be responsible, authentic and hold ourselves accountable for what we communicate. Since its inception 132 years ago, National Geographic has been at the forefront of global conversations on larger topical issues that matter, and we have done so by infusing every piece of content with our mission and brand purpose.

Engagement and Content will be the key focus areas going forward. How are you redefining your content strategy?

National Geographic educates people understand the world we live in and strive to create a planet in balance. Guided by that purpose, we tell stories across all content platforms where people seek them. Engagement is a great metric, but it’s more important to us that we engage with our audiences in meaningful way. We’re embracing opportunities to increase our impact like never before, with a rich content archive containing highly acclaimed series and films, including ‘The Cave’ which just made it to the Oscars nominations this year. More recently, Leonardo Di Caprio produced the award-winning documentary, Sea of Shadows. Underlining the brand purpose of inciting people to become vigilant and inspire action, we plan to spotlight inspirational and awe-inspiring content that also celebrates compassion and empathy. Our content strategy will be to continue to display the uncharted visuals from the lesser explored regions in a captivating non-fiction entertainment format.

Do you have plans to enter into regional markets in local languages?

The Indian subcontinent for Television Broadcasters is a diverse land of opportunities due to the vast demographic and geographic characteristics. There is a massive potential in Tier II and Tier III markets, which is shaped by the proliferation of television and vernacular content. We believe languages help drive accessibility across geographies and age groups. Today, television penetration is at 66% in India and majority of content is consumed with family. To tap consumers in these markets, we have been focusing on bringing premium and relatable content to viewers in the local languages. We have recently launched Science of Stupid in Hindi, Tamil and Telugu, discerning to Tamil and Telugu speaking audiences with the local celebrities like Vennela and Jagan as the hosts of the series. Additionally, we have increased our focus on regional markets while planning marketing campaigns.
As mentioned before, with our content available on Hotstar in five languages, which is the market leader in the OTT space, we are committed to provide users relatable and gaping experience. This helps us grow the content consumption amongst viewers who prefer to consume quality content on the go, as per their need.

Saturday, 01 February 2020 00:00

More Sandler. More Laughs. More Fun

Good news: Sandman signs a new deal with Netflix. Bad news: Sandman might have to start wearing suits again.

Fresh off the release of Murder Mystery, Adam Sandler’s most popular Netflix film to date, we are excited to extend our deal with Sandler and Happy Madison Productions to make four more films. Our members love all things Sandler. They have spent a whopping two billion hours watching his films since 2015 - the year that The Ridiculous 6 premiered - proving there’s no such thing as too much Sandler.

“Whether you know him as Sandman, the Water Boy, Billy Madison, Happy Gilmore, Nick Spitz or simply Adam, one thing is clear: our members can’t get enough of him,” said Ted Sarandos, Netflix Chief Content Officer. “They love his stories and his humor, as we saw with Murder Mystery. So I could not be more excited to extend our partnership with Adam and the Happy Madison team and deliver more laughs around the world.”

Sandler is currently starring in Josh and Benny Safdie’s critically acclaimed Uncut Gems which is being released in U.S. theaters by A24. The film will be released globally (excluding U.S.) on Netflix on 31 January, and in the U.S. in May. Sandler was named Best Actor for his portrayal of Howard Ratner by the National Board of Review, Las Vegas Film Critics Society, Boston Society of Film Critics, Oklahoma Film Critics Circle, St. Louis Film Critics Association, Austin Film Critics Association, AARP Movies for Grown Ups and is nominated for an Independent Spirit Award. Sandler was Emmy nominated for his Netflix original comedy special 100% Fresh and for his Saturday Night Live hosted episode this season. Murder Mystery, his Netflix film where he stars alongside Jennifer Aniston, won The People’s Choice Award for Best Comedy of 2019.

Later this year, Sandler will star in the Netflix family film Hubie Halloween alongside Kevin James, Julie Bowen, Ray Liotta, Maya Rudolph, Rob Schneider, Kenan Thompson, Steve Buscemi, Michael Chiklis, Tim Meadows, Noah Schnapp, Paris Berelc, China Anne McClain and Shaquille O’Neal, and has animated feature film that he will write, produce, and star in as a voice actor in the works at the studio.

The Ridiculous 6 was the first film Sandler made with the studio, followed by The Do-Over, Sandy Wexler, The Week Of, Murder Mystery and critically acclaimed stand-up special 100% Fresh. Additionally, Happy Madison has produced Father of the Year, and the upcoming The Wrong Missy.

Sandler, whose films have grossed over $3 billion, dominated box offices around the world with such films as Grown Ups, You Don’t Mess with the Zohan, Billy Madison, Big Daddy and The Waterboy. In 2014, the multi-hyphenate actor, writer, producer and occasional singer-songwriter set his sights on conquering the streaming world and his films have found enormous success on Netflix.

Sandler began his career as a stand-up comedian and joined Saturday Night Live as a writer and featured player before founding Happy Madison Productions. He went on to star, produce and write numerous films which went on to become box office hits.

By the Numbers:

2 Billion: Since 2015, the year The Ridiculous 6 premiered, members have spent more than two billion hours watching Adam Sandler on Netflix.

83 Million: The number of households that picked Murder Mystery in its first four weeks on Netflix.

#1 Most Popular: Murder Mystery was the most popular title on Netflix in the U.S. last year, and our most popular film. It was also the number one most popular title in eight other countries including Canada, New Zealand, Australia, Mexico, Colombia, Argentina, Singapore and UAE.

6: The number of films Sandler has made with Netflix: The Ridiculous 6, The Do-Over, Sandy Wexler, The Week Of, and Murder Mystery. Family film Hubie Halloween will be released later this year.

22 Years: Last year, Sandler released his first stand-up special in 22 years, 100% Fresh, which the New York Times said found “pitch-perfect emotionalism” and reminds everyone why he’s so beloved and one of the funniest comedians of our time.

What does Big Trunk Communications stand for?

Our vision at Big Trunk Communications is to provide nimble and agile communication prowess to our clients. The client-centric approach is engrained in our DNA. We always go the extra mile to ensure immaculate execution. We blend perfectly with the client’s marketing objectives and communication mandates to deliver excellence. Our commitment empowers brands to engage their customers contextually and consistently and create the strongest recall for their products and services. This client-centric service is a part of our culture and has enabled our 60 digital marketing champions to execute defining campaigns for over 2000 brands.

How important is the Online Brand Identity in today’s day and age?

Indians spend more than 3-4 hours per day on their smartphones and web-based browsing which is around 20-25% of their active time. India with an expected 442.5 million by 2022 will be a huge market for brands to create online personas and grab maximum timeshare and mindshare.
A well-managed online brand connects and influences the target audience positively while ensuring the best returns on marketing investment. Such online brands can leverage the power of digital channels to assist customers from consideration to purchase and much beyond. Personalization has enabled online brands to engage customers better and create unique omni-channel experiences.

What’s your idea of enhancing it for clients?

Our mantra is simple. We understand the client’s business to the minutest details. We have multiple discussions on their strategy for the business and brand. This helps us to formulate a strategy with clearly defined goals and attainment objectives. The execution that follows enables us to accelerate business growth for the client and add value to their brand.

How do you look at your competition?

We are in an extremely competitive business. We are very passionate about what we do and that helps us to have an edge over our competitors. We focus on a few key aspects such as hiring the right people with the skills and the will and staying agile and aggressive to deliver faster outcomes. Our client-centric approach and competitive pricing enable us to create a truly unique value proposition.

Please share some of your campaigns that have really made you feel proud.

Considering the amount of effort, thought and innovation that Team Big Trunk invests into campaigns, all of them are dear to me, and choosing a few would be a bit difficult. Nevertheless, the most prominent ones that come to my mind are the brilliant social media ideas that we executed for the leading Pizza brand, Sbarro, where we used the power of moment marketing effectively. Many of them were even appreciated by reputed marketing media platforms. The next campaign I would like to mention about is the Lead Gen campaign for Vantage Nutrition which is a sister concern of ACG group - a premier pharma engineering company from India which is into Liquid-filled hard capsules development, Ingredient processing and Fortified food premixes for reputed pharma manufacturers across the globe. Our highly optimized lead-gen ads for Vantage were able to get the costs down by almost 70% and increase the sales qualified leads by more than 40%. Last but not the least, the YouTube Campaigns that we ran for Discovery Kids for the launch campaigns for their latest shows Little Singham and Fukrey Boyzzz, which increased their subscription base to 1 million in less than 2 years.

Where do you place India on the global digital marketing backdrop?

India will have more than 1 billion people connected to the internet with personal and handheld devices within the next two years. For a young population with an average age less than 30, the overall opportunity is a highly compelling one for businesses, both from India and from the foreign markets. India will soon become the hotbed for digital marketing innovation. We will witness various digital marketing ideas having their pilot runs here and we will become a model market for gauging the power of digital marketing.

Your message to the budding digital marketing professionals in India.

I would urge them to learn business, marketing, and customer engagement. Digital is the channel to amplify the idea of creating brand recall and hence driving business through compelling story ideas. Passionate digital marketers should align brand objectives and digital capabilities to create high levels of personalization while engaging their target customers. Digital marketers should work towards creating a community of loyalists and evangelists for the brands they manage – that will be a true measure of their success.

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