MediAvataar's News Desk

MediAvataar's News Desk

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Publicis Entertainment launches operations with a social marketing campaign for ‘Sanju’

Publicis Entertainment, along with Indigo Consulting, tied up with Fox Star Studios to promote the film across digital and social media 

Motion picture production and distribution giant Fox Star Studios has brought Publicis Entertainment on board as its digital and social media marketing partner. Publicis Entertainment is the recently unveiled entertainment marketing and branded entertainment arm of Publicis Communications.

As a part of the association Publicis Entertainment, along with Indigo Consulting, launched an integrated digital campaign to promote Bollywood blockbuster film ‘Sanju’. The movie is a biopic of actor Sanjay Dutt.

Speaking about the association with Publicis Entertainment and Indigo Consulting, a spokesperson from Fox Star Studios said: “At Fox Star Studios we were looking for a partner that could best bring out the magic of Sanju’s story digitally. Publicis Entertainment and Indigo Consulting were the partners that understood this the best, and we worked closely with them on the film.”

Commenting on the tie-up with Fox Star Studios for the promotion of Sanju, Pranay Anthwal, Executive Director, Publicis Entertainment said, “It is a pleasure to work with a marketing team like Fox Star Studios. Sanju is the first of many special films we will be working on for them. We worked closely with Indigo Consulting for this project, starting with putting together a specialist team comprising India’s finest social creative and digital marketing minds. The project team ensured that we not only were on top of the social piece but also indexed most of our product and effort to the holy grail – ticket sales. We look forward to a fruitful association with Fox Star Studios”.

Added Rajesh Ghatge, CEO, Indigo Consulting, “The digital platform allows a dialogue; it facilitates conversations and participation. A movie experience now is no longer limited to the show in the theatre – it extends before, during and after screenings. The experience allows deep discovery of the characters, stars, the subject and also artistes who have made it happen. We are excited to have partnered Fox Star in driving the digital mandate of ‘Sanju’. We got an opportunity to strategically and creatively drive its narrative and engagement on digital with the use of data led insights, nimble content and interesting platforms.”

Animal Planet, India’s number 1 wildlife channel that immerses viewers in entire spectrum of life in the animal kingdom with high quality content, has adopted a new brand philosophy ‘Humans Like Us’. For more than 20 years in India, Animal Planet has carried programming from every corner of the world capturing the beauty and splendor of the animal kingdom. As a part of the new brand purpose, Animal Planet will sharpen focus on stories linked to animal conservation as it aims to awaken viewers to the need for animal welfare and conservation. The channel will dial-up the ‘Human Connect’ further with thought-provoking and entertaining storytelling that emerges from the fascinating intersection of the animal, human and natural worlds.

The Animal Planet’s refresh campaign comes on the heels of weeks of domination in the infotainment genre in India. Animal Planet has clearly established itself as India’s no 1 wildlife brand with 15% share, second only to Discovery channel’s 23% share*. Animal Planet’s endearing campaign will go-air starting August 15, 2018.

Animal Planet has in the past brought to the fore fragile state of animals with initiatives such as Mission Big Cats which aimed at sensitizing people about the need for tiger conservation. The channel documented the undeniable bonds that is forged between the animals and the courageous men and women who protect and save them with the recent premiere of Dodo Heroes. This series featured inspiring stories of animals from around the world in dire need, and those who go to unimaginable lengths to help them.

“Animal Planet’s mission is to celebrate & explore our vital, enriching and ultimately humanizing connection with the animal world. We are part of the animal kingdom and share behavioral traits with animals in the same way they share behavioral traits with us,” said, Zulfia Waris, Vice President, Premium & Digital networks, Discovery Communications India. “The creative strategy behind the bold new identity is to bring the human like us brand promise to life, observing how animal behavior often reflects human behavior, providing an entertaining insight into the nature of our programmes, which are about people as much as animals.”

The channel drives the brand proposition forward with its inspiring line-up of programming starting with a new anthology of shows ‘The Red List: Save the Wild’ which premiers on August 15, 2018.

The new anthology will focus on the trials and tribulations of endangered species across the world as they are confronted with myriad threats to their survival – from habitat degradation to climate change. The anthology will include shows like:

On the Brink: The show explores species and habitats rarely seen on Indian television earlier. In the 8-part series shot across the country, Malaika Vaz, wildlife presenter and adventure sportswoman, journeys through the sub-continent, immersing herself in the most incredible landscapes and habitats in the country and coming eye to eye with the rarely spotted animals that live here.

Extinct or Alive: Forrest Gallante, a wildlife biologist, scours the globe using cutting edge technology on his mission to find species that the world has stopped looking for; seeking out evidence and eyewitnesses to track and bring back to life creatures mistakenly labeled as extinct

Tales From Rhino Land: A documentary on India's Kaziranga National Park capturing India's magnificent BIG FIVE wild animals in one frame- the last surviving population of eastern swamp deer, Asiatic elephants, wild buffalos, tiger and rhinoceros.

Wild Brazil - The Land Of Fire And Flood: In the wildest country on earth, survival is a battle between nature's most powerful forces-The Fire and the Floods. In these seasonal extremes, some of the world's biggest, strangest and most dangerous creatures are forced together. As Fires rage across Brazil's Wild Heart, top predators like Jaguar, Caiman and Maned Wolves reign supreme.

Life At The Limits: This spectacular three-part series presents extreme habitats all around the globe. Meet the resident species that are pushed to the limits to survive, follow their lives and see their fascinating solutions. Because in the end, it all comes down to evolution's hard truth: adapt or die.

Hotspots: A five-part series which explores five of the most representative hotspots in the world. Hotspots are highly threatened border territories spread across the globe rich in biodiversity.

World of the Wild: A special series focusing on Deserts’ life - dry, arid landscapes, environments of intense sun, heat and very little rain. An extreme climate and an extreme environment where wild life has had to adapt to survive.


*Source BARC, TG: India (Urban) 2+, Wk 1-29'18 Average

Wavemaker India has announced the appointment of Karthik Nagarajan as Chief Content Officer.

Nagarajan will lead product development and growth expansions for the content vertical at Wavemaker India.

In his new role, Nagarajan will be working closely with Kartik Sharma to build and integrate content, creative and technology services. Prior to joining Wavemaker, Nagarajan led the content practice for GroupM, where he helped agencies evolve the content product into one that is digital by design and data-driven. He was pivotal in building a strong case for content for GroupM, within the industry. In the new alignment, Quasar - the creative & technology agency will also report into him.

Commenting on the appointment, Kartik Sharma, Chief Executive Officer, Wavemaker – South Asia said, “Content is at the heart of our value proposition along with media and technology. These three pillars drive our Rapid Growth Planning agenda. With Karthik coming on board, I am confident we will be able to elevate our content narrative through his vision and drive growth and innovation.”

Speaking on his move, Karthik Nagarajan said, “Content has given brands an opportunity to create occasions of conversation, that are relevant to the purchase journey. We are at an inflection point in the business of content in India, where brands have a unique opportunity to not just ride this wave but also shape this industry. And I firmly believe that Wavemaker is uniquely positioned to drive this change for our clients.”

Nagarajan started his career in cryptography in India and later took on consulting roles in technology markets across the United States. He has been with GroupM for the last 7 years and prior to this, he led NM Incite - the JV between Nielsen & McKinsey in India. When he is not on his day job, he is a screenwriter and an independent filmmaker.


Mars consolidates global media planning and buying into MediaCom

Agency wins as part of a GroupM solution to extend 25-year relationship with client

Mars, Incorporated, the global pet care, confectionery and food business, and one of the world’s biggest advertisers has appointed MediaCom to handle its media planning and buying duties across most of the company’s portfolio. The result follows a competitive pitch against Omnicom, led by Hearts and Science, and Publicis, led by Starcom.

MediaCom had previously managed media planning globally for the client and buying in over 20 markets, including Mexico, Canada, Australia, and the Netherlands.

The entire global business – which is worth £1.4bn globally, according to data from Recma – will now be consolidated into MediaCom, including buying for the US and China. To deliver on the assignment, MediaCom will work as part of GroupMW, a GroupM solution, tapping into the resources of GroupM and WPP agencies to deliver outstanding results for Mars.

This decision connects to the larger transformation Mars has been driving with its marketing and media agenda – looking to build competitive advantage through insights, investment, and innovation. With an ever-changing marketing and retail landscape, Mars have been putting an increased focus on driving value from fast approaches to data, new creative and content models, and ways to incubate innovation.

“This partnership will be a crucial accelerator in our ambition to be quicker, bolder and even more innovative when it comes to meeting our consumer needs. It brings thought leadership and actionable use of data and insights to meet our media needs,” said Andrew Clarke, Chief Marketing and Customer Officer at Mars.

“It was impressive to see some of the fresh, challenging approaches from all three of the agencies. It’s helped evolve our thinking throughout the pitch and inspired us to be even bolder in our ambition. GroupM created a custom operating model for us which enables us to put data at the heart of our decision making, drive speed at a global, local and campaign level, and use our resources efficiently,” said Rob Rakowitz, Global Media Director at Mars.

“Building on our existing remit, and extending our 25-year relationship, we, along with our GroupMW colleagues, will now be managing all of Mars’ media buying, as well as their data & analytics,” said Stephen Allan, Worldwide Chairman & CEO of MediaCom. “This confirms our place as the trusted media partner to one of the world’s most prestigious advertisers.”

The full assignment will go into effect on 1 January 2019 and the transition period will run from August until December 2018.

Discovery Kids, India’s fastest growing kids channel this year, will premiere special content dedicated to Indian Armed Forces this Independence Day.

The premiere of 90 minutes special episode of Little Singham aptly titled ‘Desk Ke Sipahi’ will be showcased at 1:30 pm August 15. An extra-ordinary tale of patriotism, courage, action and adventure, Desk Ke Sipahi showcases journey of an eight-year-old Ajay, a regular school going student, who becomes part of Sher-Dil-Mission and transforms into India’s youngest super-cop Little Singham. Together with the armed forces, the young protagonist fights against the enemies to protect the motherland.

Speaking on the occasion, Uttam Pal Singh, Business Head, Discovery Kids, said, “Little Singham- Desh ka Sipahi is a very special story. This Independence Day we want to Inspire and ignite the feeling of patriotism among kids and pay tribute to the Braveheart’s of the nation.”

Discovery Kids has emerged as India’s fastest growing channel in the kids’ genre as the TV ratings have grown by more than 3.5 times since the start of the year. The resurgence of Discovery Kids has been led by two shows - Bandhbud aur Budbak and Little Singham. Infact, both the IPs feature amongst the top 3 Indian IPs on air as of now. Little Singham is creating history across dimensions – the mobile game of Little Singham hit the No. 1 spot in the Arcade section by garnering 3 million downloads within the first two weeks of its launch.

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