MediAvataar's News Desk
An overwhelming 53% of people say that work pressures prevent them from meeting with extended family members more often!
Britannia Good Day Indian Family Survey Report 2018 by Nielsen reveals startling causes and effects of changing family dynamics; and prompts Britannia Good Day to launch the ‘The Great International Holiday’ campaign
Does the idea of the Great Indian Family still hold true? Are grand gettogethers of grandparents, uncles, aunts and cousins around festivals and summer vacations, a thing of the past?
Britannia Good Day, the ‘Smile’ Cookie, the largest biscuit brand in urban India, commissioned the Indian Family Survey Report 2018 to dive deep and understand the changing patterns in the Indian family space better. The brand’s purpose of ‘inspiring moments of everyday optimism’ is firmly rooted in spreading smiles and the brand sought to unlock deeper insights on what is causing Indian families to smile and what is taking away those smile moments. The observations that emerged from the study allowed the brand to hone in on a unique, one- of- its- kind campaign, ‘The Great International Holiday’ promotion.
The survey was conducted by Nielsen among 769 respondents across six metros - Mumbai, Delhi, Bangalore, Chennai, Kolkata and Hyderabad, amongst a wide age group of 15- 40 year olds, Males & Females, NCCS A & B.
The Key takeaways of the study:
Section 1- Time spent with family on the decline; friends are the new family! Millennials and GenZ lose out significantly on creating strong family ties.
1. 1 in 2 people had not met family on festivals more than once in the last 3 years.
2. 1 in 2 respondents spend 30 days or lesser, in a year with their parents.
3. Time spent with grandparents on the decline. 40% of all respondents have spent 10 days or less in a year with them.
4. 76% of all respondents did not celebrate the last festival with extended family members.
5. Over 90% of people affirm that friends are the new family for Indians. Distance and paucity of time, key reasons for spending less time with family.
6. An overwhelming 53% of people said that work pressures prevented them from meeting with extended family members more often.
7. 89% affirm that WhatsApp has becomes the new ‘meeting place’ for families!
8. 1 in 2 millennials have spent less than 10 days last year with their grandparents.
9. Around 1/3rd of Gen Z’s across metros spend 10 days or less with their siblings in a year.
10. 1 in 4 Gen Z’s have not met their extended family members, like grandparents, uncles, aunts, cousins in the last 3 years.
11. Over 60% of Gen Z’s have not met their families more than once on festivals in the last 3 years.
Section 2- Are Family holidays a thing of the past?
1. 76% of working professionals have cancelled a family holiday at least once in the last 3 years. 60% of them claimed work pressure as the cause for the same.
2. Only 2 in 10 respondents have gone on a vacation with extended family in the last 3 years.
3. Over 90% of respondents have not gone on an international holiday with their extended family in the last 3 yrs.
Section 3- City- wise data points
1. Delhi spends the least time with their family, compared to the other cities
2. Mumbaiites get least time with their grandparents. 50% claim to have spent 10 days or less with their grandparents in the last 1 year
3. 4 in 10 people in Kolkata claimed to not know names of their cousins and other extended family members.
Mr. Ali Harris Shere, VP - Marketing, Britannia Industries Ltd., said, “In India, family is the most important institution that has survived through the ages. Ours has been a closely-knit collectivist society with emphasis on maintaining family and kinship ties across generations. The Family unit is a vibrant source of optimism, helping bring smiles in one’s life. But today, family ties are being weakened due to various demands on our time. We did this multi city research to understand the causes and effects of changing family dynamics and to determine how Good Day, which is consumed by over 30% of Indian households can play a role in bringing families together and spreading smiles, thereof.
He further added, “The survey re- affirmed our campaign’s approach of enabling families to come together and enjoy some precious time out by way of an international holiday. The initial response to the campaign has been overwhelming and we are confident of spreading many, many Smiles through this one- of- its- kind campaign”.
From ‘secure collaboration’ to ‘total trust and transparency’
Predictions for 2017
Trust has always been the central challenge of human collaboration at scale. As trust in governments and corporations decline, people are relying on peer-to-peer (P2P) platforms to hand them better control, secure collaboration and lower prices. While all this is happening, a far deeper revolution has been fermenting. There was an explosion of interest in encrypted digital currency Bitcoin, but it was blockchain, the technology behind the cryptocurrency, that was the real revolution. By creating a secure, decentralised record of transactions, blockchain allows trust between strangers without recourse to any mutually trusted middleman. At its heart, blockchain is about total P2P trust and transparency – it doesn’t require powerful intermediaries to authenticate or to settle transactions.
What happened in 2017?
The rocketing value of cryptocurrency Bitcoin in 2017 brought it and blockchain to the attention of growing numbers of companies and consumers. Business Insider reported that there are over 1,324 globally traded cryptocurrencies, all relying on blockchain. Blockchain has given rise to a revolution in finance – besides bitcoin, money transfer over the internet is now possible without authorisation by banks. Start-ups are exploring blockchain as a tool to fight fake news, for example, Spin uses the general wisdom of its reader community to flag news as appropriate, biased or incomplete. Blockchain still has many issues to iron out in terms building the infrastructure and addressing regulations before it can scale.
In 2018, we believe the blockchain revolution will go mainstream, due in part to a glut in venture capital and the salivation of investors thrilled by the Bitcoin’s wild ride. People will look to brands to harness this technology and to give them greater control, total transparency, and fair prices. This also pushes the power back to the consumers in terms of what data they give up and who can have their data. New blockchain usage will likely include cloud storage, security, property, brokerage, medicine, fashion, media, entertainment, even law. Encryption keys will provide a secure method to track progress of an order, view the history of a case number, the provenance of an item of a clothing or food item, or to unencrypt digital media at a certain rate of quality. We also expect to see applications appear within media and advertising, such as Basic Attention Token, which aims to improve user experience and help ensure publishers and advertisers are not losing out to middlemen, trackers and fraud. While blockchain technology shows tremendous potential to transform a number of areas of our industry, scale will remain an issue until adoption improves, and speeds increase.
Today's Change is Tomorrow's Opportunity
In the face of rapidly evolving business and economic landscapes around the world, the importance of organizational intelligence and foresight thinking as a tool to unearth early indicators of change and unlock growth has never been greater. Many organizations are struggling with the accelerated pace of change and disruption from outside their traditional areas of influence.
Within the consumer-facing brands sector, many companies have seen fundamental shifts in their traditional business landscape and their consumers. Notably, these shifts are increasingly influenced by factors outside of their traditional areas of analysis such as legislation, technology and innovation. Traditional approaches to research and insights are still as important as ever in this fast-paced environment, but companies must also consider new and innovative approaches to gaining market and consumer insights to help them stay ahead of the curve.
To understand the overarching factors at play in shaping today’s and tomorrow’s business and consumer landscape, it is important to understand the broader macroeconomic environment while detecting emerging signals of change. Understanding how these elements may combine to alter the consumer, retail and business environment can give companies a more informed and considered base to make decisions about the future.
- A boost to incubate fledgling SME and Start-Up brands from Pune
- Unique 2 Year Brand Incubation Program focused to benefit new brands that are looking to grow
- Wide spectrum of marketing, branding, public relations, HR, Legal and Finance for brands operating in the campus
- Conducting Brand Growcery - a Knowledge Series to help brands grow on 17th February 2018.
The last decade has undoubtedly been the decade of the Entrepreneur in India, with many successful professionals taking a dive into the deep waters of entrepreneurship to join the large numbers of SMEs already well entrenched.
While majority of these ventures start off with great promise - a couple of years in, the shine starts to wear off, and most entrepreneurs start facing myriad challenges to scale and grow their business to its full potential. In fact, it is alarming that only 20% of all new ventures survive for more than 5 years. More so, after another 5 years, that shrinks to a measly 4%.
While many reasons can be attributed to this failure, it comes down to many entrepreneurs’ inability to deliver on functions and aspects of their business that are not core to their skillsets. Marketing has been one such skill that many entrepreneurs continually falter.
Seagull Advertising, Pune’s most successful advertising agency with national and global recognition under its belt has identified this glaring gap in the marketing landscape in tier-2 cities like Pune and created a unique offering targeted at these ventures who believe that marketing will play a key role in the success of their business. Seagull Brand Launch Centre will offer services from its Prototype Brand Growth Campus in Baner which will become a hotbed of marketing activities.
The flagship is a 2 Year Brand Incubation program, where companies will work with a shared resource CMO and Sales Director, who will act as advisors to the company for their marketing activities. In addition to the CMO and Sales Director, participating companies will not only be assisted in their Brand Positioning, Brand Design, Communication and Campaign Execution, but also be able to interact with industry professionals from fields of Technology,
Finance, Human Resources and Legal to ensure that their business is well structured to grow with their brand.
In order to introduce the concept, Seagull Brand Launch Centre has organized ‘Brand Growcery’ – A Knowledge Series to help entrepreneurs build their
brand. The Knowledge Series will witness a wide spectrum of sessions on Data Driven Digital Marketing, Content Marketing, StartUp Founder Stories and also a special session with an entrepreneur based in the Silicon Valley. The event will also have Workshops on topics like Business Innovation, Branding, Creativity and Training.
Spread over the course of 1 day, Brand Growcery promises to be a treasure trove of insights and knowledge for entrepreneurs who aspire to grow their
On announcing Brand Growcery, Mr. Sameer Desai the CEO of Seagull Brand Launch Centre said “Marketing always poses a challenge for new ventures because they either don’t understand marketing, or are unable to hire and retain quality marketing talent that can help them achieve their goals. Seagull Brand Launch Centre and Brand Growcery is our attempt to get entrepreneurs to realise that they aren’t alone and they have a place and a people who are committed to help them grow”
Hotstar’s catalogue of shows from 22 channels, 3000 plus movies and exclusive shows will now be available for free to all Airtel mobile customers through Airtel TV app
Airtel TV app now has one of the largest digital content portfolios in India, offering access to over 350 LIVE TV channels and 10,000 movies and shows
Bharti Airtel (“Airtel”), India’s largest telecommunications services provider, and Hotstar, India’s largest premium streaming platform today announced a strategic partnership to bring exciting digital content from Hotstar’s portfolio to Airtel customers. This will further expand Airtel TV app’s wide range of offerings and expand the footprint for Hotstar’s content across Airtel’s large mobile customer base.
With the new partnership, Airtel TV now has access to one of the largest and most exciting digital content portfolios in India, with 350 plus LIVE TV channels and close to 10,000 popular movies and shows from India and abroad. Airtel has forged partnerships with all leading broadcasters and production houses to bring the best of content on a single platform and offer a compelling experience to customers.
Hotstar’s rich content library comprising over 100,000 hours of content, in 9 languages comprising live sports and the best of Indian cinema and TV shows from channels across the Star network will now be available to all Airtel customers for free through the Airtel TV app. This will include shows from 22 channels and over 3000 hit movies and shows.
All content on Airtel TV app is free for Airtel Prepaid and Postpaid customers on a promotional basis till June 2018, offering them a great experience on India’s best smartphone network. To get started, customers can download the latest version of the Airtel TV app to enjoy the upgraded content.
Sameer Batra, CEO – Wynk said, “We are delighted to have Hotstar onboard as a long term partner in our endeavour to build a world-class digital content ecosystem. Their rich content library will add immense value to our content play and add to the user experience. Airtel TV’s new version has received an extremely positive response from users and we will continue to bring exciting content and in-app innovations to delight them.”
Commenting on the partnership, Ajit Mohan, CEO – Hotstar, added, ‘Airtel has among the widest consumer footprints in India and with our expansive content library, comprising rich programming that can cater across age groups, geographies and interests, there are natural synergies and we are very excited about this partnership.’
The Hotstar catalogue available to Airtel TV users includes shows from channels across multiple genres, popular movies and shows in Hindi and regional languages like Kannada, Malayalam, Marathi, Tamil and Telugu. In addition, customers get access to an exciting library of sports content and LIVE matches.