16 January 2021 05:45

MediAvataar's News Desk

MediAvataar's News Desk

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The former Head of Brand & Media at Medlife & Head of Marketing Services at Kraft Heinz

ads2OTT under the aegis of 361 Degree Entertainment & Media Pvt. Ltd. is India’s 1st integrated OTT exchange medium has announced Rajneesh Chaturvedi (former Head of Brand & Media at Medlife & Head of Marketing Services at Kraft Heinz) as Co-Founder. In this capacity, Rajneesh will be responsible for Revenue Monetization, Product Development, Research and Marketing.

ads2OTT is a one-stop solution for brands to advertise across OTT platforms by supporting an open marketplace, which will connect advertisers and publishers to transact against any data set at scale with transparency, consistency and simplicity.

Welcoming Rajneesh on-board, Arun Tyagi, Founder, ads2OTT says, “The demand for content streamed via OTT is increasing by the day in India. ads2OTT is committed to fulfil advertisers’ requirements for focused advertising. The exchange will specialise in helping brands, agencies and advertisers understand and navigate this revolutionary media landscape. As a successful Consumer Marketing Professional, Rajneesh knows what it takes to build scalable partnerships, connecting brands with consumers while generating ROI for advertisers across India. We are excited as we welcome Rajneesh on board to be a part of our dynamic team.”

“With the new normal and changing dynamics of advertising, the increasing video consumption at OTT platforms has presented a great opportunity for advertisers and brands alike. ads2OTT will be an exciting and challenging journey to showcase my experience in building, scaling and making business profitable across categories. I look forward to promising times, where we define the power of OTT media advertising ecosystem with ads2OTT enabling brands, agencies & media companies to engage with consumers,” says Rajneesh Chaturvedi, Co-Founder, ads2OTT

Prior to joining Medlife, Rajneesh was Head of Marketing Services at Kraft Heinz where he successfully launched the Kraft portfolio including Kraft Cheese in India. Also, he comes with a great experience while being associated with Top Global Communications Organizations- WPP Group and IPG Media brands at various leadership positions.

Rajneesh has been awarded the "Star Youth Achiever Award" by the Global Youth Marketing Forum & has also been featured on CNBC TV as the "Media Manager of Month"

The gusto around Makar Sankranti will be raised with an array of blockbuster movies in the Film Festival, titled Pyaar Ke Patang, starting11 January and culminate with ZEE Biskope Premiere ‘Main Sehra Baandh ke Aayunga’ on 15 January

The New Year brings with it an abundance of festivities, love and hope. Adding to the celebration is Makar Sakranti, the festival which rejoices harvest and love with utmost enthusiasm and exuberance. Holding immense significance to those from the Bhojpuri heartland, the festival depicts togetherness and love which is seen in prominence in many Bhojiwood movies. Leaving no stone unturned in rejoicing the festival with its passionate viewers, ZEE Biskope kick starts the new year on an entertaining note by presenting them a festive movie marathon titled, Pyaar Ke Patang. Each of these movies, with romance as its core theme, shall make the viewers fly high, like a kite amongst the clouds as they enjoy the emotions that the strings of love bring with it. This week-long movie festival, with every film, being telecasted on prime time at 6:00 PM, shall invite viewers to indulge in the warmth, blossoming romance between two hearts in this playful festival. The film festival will start from January 11 and will culminate with the exclusive ZEE Biskope Premiere of Khesari Lal Yadav’s ‘Main Sehra Baandh ke Aayunga’ on January 15.

The fete begins as audience soak in the fathoms of love with the romantic blockbuster ‘Mohabbat’ featuring Chintu Pandey and Kajal Yadav on January 11. Next in the line will be ‘NirahuaChalal London’ on January 12 starring Nirahua and Amrapali Dubey followed by ‘Mehendi Laga Ke Rakhna’ featuring the superhit Jodi Khesari Lal Yadav and Kajal Raghwani on January 13. ‘Laagal Raha Bathasha’ starring Manoj Tiger and Amrapali Dubey will make its way to the screens on January 14. Wrapping up the film festival on a high note, the channel will premiere ‘Main Sehra Baandh ke Aayunga’, that stars superstar Khesari Lal Yadav and Kajal Raghwani, on January 15 for the very first time on the channel.

Speaking on the occasion, Samrat Ghosh, Cluster Head East, ZEE Entertainment Enterprises Ltd. said, “As we welcome 2021, we continue to take the onus of entertaining our audience with specially curated programming that resonates topicality and the mood of the region. Our viewer’s belief in us as their one-stop source of unlimited Bhojpuri entertainment continues to motivate us to push boundaries and keep serving hyperlocal content. The coming year will be even more enthralling with lots of pleasant surprises for our avid viewers.”

Amarpreet Singh Saini - Business Head, ZEE Biskope & BIG Ganga, ZEEL said, “ZEE Biskope has always kept its viewers at the core. We are excited to roll out the first festival of the year themed around youthful romance that will appeal especially to our younger audience. The new year will bring in new hopes with revamped energies, setting in the celebratory mood through the lens of hyperbolic Bhojpuri entertainment. The brand will accentuate family viewing experience for viewers to rejoice festivities together.”

Along with spearheading various category first initiatives, ZEE Biskope has brought novelty to the category. The channel is motivated to build on this momentum and carry on this legacy as a way forward for the brand to remain as the Ultimate Bhojpuri Entertainer.

Zee Biskope offers a slew of robust content spread across an array of genres highly popular amongst Bhojpuri audience, such as romance, drama, action and comedy. The channel is available on Airtel (channel no 663), Tata Sky (channel no 1120), DEN Bihar(channel no 840), DEN Jharkhand (channel no 839), DD Free Dish (channel no 31), d2h (channel no 859), Dish TV (channel no 1555), Siti Cable (channel no 214), Darsh Digital (channel no 189) and GTPL (channel no 276). It’ll soon be available on all other major cable platforms.


Nielsen BASES released its highly anticipated Top Breakthrough Innovation Winners in India, for 2020. The release unveils successful innovations by brands across India, showcasing winners’ effective strategies and how they brought their plans to life.

“When it comes to evaluating innovations, there is no ‘one size fits all’ approach anymore. It is critical to understand the business objectives and the innovation strategy. A key factor to also consider is the endurance of innovation over time in sync with revenue objectives and other criteria,” said Vidya Sen, BASES Leader, South Asia.

BASES uses different evaluation criteria for innovations that are meant to be mass vs others that target a more niche audience by strategy. This varies depending on whether the objective is to garner long-term revenue gain vs. short term, growing the category pie, gaining share within the category or just staving off competitive pressure. Nielsen BASES scrutinized more than 4,000 innovations across 85 categories with a minimum 18 months in market presence in FMCG (fast-moving consumer goods) and OTC (over-the-counter) and has released a list of 23 winners.

Consumers in India have prioritised health over the last few years, and this focus is fueling growing interest in natural and plant based products. In a study conducted in November 2020, 60% respondents indicated that natural products were more important to them today than a year ago.

“While naturals as a trend has been around for the past few years, it is really interesting to see how the nuances are changing over time and going beyond the goodness of nature”, said Sen. “New age brands are re-defining it as safe, fresh and focusing on homemade fresh, transparent processes and a clean label,” she added.

The BASES consumer study shows that sustainability for consumers is more about the tangible benefits of ‘reduce, reuse, recycle’ (66%) and organic and natural ingredients (58%). Fifty-six percent of the consumers contacted by BASES say they would definitely switch to an eco friendly brand, given a similar product experience as their current brand. Innovations that made it to the Breakthrough Winners list are very conscious of this shift in consumer behaviour and healthy, natural and sustainable are core to their product offerings.

Another trend that emerged in a BASES study conducted in April 2020, was concern for the family. Consumers ranked products that claimed to ‘protect their family’ over those that claimed to kill germs and bacteria, or boost immunity. This ask of emotional benefit of the innovation for consumers has been amplified by the onset of the pandemic earlier this year, with the lockdown and people at home.

Some winners have innovated in their go-to-market strategies with a ‘digital first’ strategy, moving from ‘mass marketing’ to ‘personalisation at scale’. These trends have led to launch and market in an accelerated and focused manner. Others have mapped online audience behavior to deliver personalised and relevant messages to their target group consumers. Their media strategy also then helped them to deliver the messages in an integrated manner across all the touchpoints of the consumer journey.

“As we look to identify innovation spaces for the future, marketers and brand managers would do well by taking note of shifts in consumer behaviour towards products offering a ‘Healthy for me’ and ‘Healthy for we’ promise,” says Sen. “‘Vocal for local’ is a trend that has picked up steam this year, and now innovations from local brands can be proudly vocal about their origin through their ingredients, packaging, and even brand name,” she added.

India 2020 Bases Breakthrough Innovation Winners

Product Name

Axe Ticket

Niine® Sanitary Napkins

Oral-B 123 Manual Toothbrush With Neem Extract

Britannia™ Treat™ Creme Wafers

Ghadi Machine Wash

Indulekha® Bringha Hair Cleanser

Lifebuoy Turmeric and Honey, Lifebuoy Neem and Aloe Vera

Pond’s® Starlight Perfumed Talc

Volini® Maxx

Cadbury Dairy Milk Tropical Mango

Colgate® Super Flexi Black Virat Signature Edition

Hershey’s Kisses

Horlicks Protein Plus


Gillette® Mach3® Start

Godrej Nupur Natural Henna Based Hair Colour

Godrej Protekt Magic Handwash

Mortein InstaTulsi

Whisper® Choice Aloe Cottony Soft

Cadbury Oreo Cadbury Dipped

Garnier Micellar Cleansing Water

Garnier Serum Sheet Mask


Nielsen announced its plans to launch a single, cross-media solution to drive more comparable and comprehensive metrics across platforms.

Nielsen’s transformative cross-media solution, called Nielsen ONE, will evolve the current metrics that underpin the more than $100 billion video advertising ecosystem using a phased approach. The company plans to launch its single measurement solution beginning in fourth-quarter 2022 with the intention to fully transition the industry to cross-media metrics by the Fall 2024 season.

More so than ever, consumers today have virtually endless choice in terms of platforms on which to watch their favorite video content. Nielsen data shows that between March and August 2020, U.S. adults spent 12.2 trillion minutes with digital, 11.1 trillion minutes with linear TV and 2.8 trillion minutes streaming—and these numbers continue to exponentially grow. As audiences move seamlessly between linear, streaming and digital, advertisers are demanding a single, deduplicated view of their audiences across all platforms and mediums. Concurrently, publishers want to provide more ad options for buyers and improve the overall viewer experience.

“With the rapidly evolving landscape and on-going shifts in consumer behavior, it is no longer acceptable to take a siloed approach to our clients’ video plans,” said Doug Ray, CEO, Dentsu Media. “Cross-media measurement is paramount to maximize reach across platforms with the right frequency. We are encouraged by Nielsen’s commitment to a single measurement solution and unified framework that will drive comparability across TV and digital video so that our clients can better allocate dollars and maximize ROI.”

With Nielsen ONE, advertisers and publishers will be able to transact using a single metric across linear and digital that is trusted, independent and standardized across the industry. With a single, deduplicated number, marketers will have visibility into total video consumption regardless of platform or device. Marketers will also benefit from a better understanding of unique audiences, the ability to better understand frequency and reduce double counting, inflated metrics and advertising waste. Nielsen ONE will also underpin the company’s outcomes solutions, thus enabling the industry to optimize media plans and maximize performance across platforms.

“With Nielsen ONE, we are delivering a single, comparable metric for TV and digital that will provide video consumption across all platforms, services and devices. For media buyers and sellers, this means better monetizing their assets and maximizing their investments,” said Karthik Rao, COO, Nielsen. “Today’s announcement marks a major milestone for Nielsen as we put our cross-media vision into motion. We’ve made significant enhancements over the last year to turbocharge the tech and data science required to make an industry wide cross-media solution a reality.”

“Cross-media measurement is a generational opportunity and one of the hardest challenges that our industry has had to solve,” said Ben Jankowski, SVP, Global Media for Mastercard. “There are tough technology issues, but also a very real cultural shift that needs to happen that encourages broadcasters, platforms and marketers to work closely together to drive better productivity across the board. With cross-media measurement, it’s even more important to have independent third-parties like Nielsen and auditors like the MRC to help us find one common source of truth in the sea of competing interests and navigate a very confusing landscape.”

Nielsen has already begun transforming its audience measurement solutions to increase resilience and flexibility. As previously announced, Nielsen is future-proofing its digital measurement, evolving its National TV currency to include addressable measurement and expanding connected TV (CTV) coverage to include additional smart TV manufacturers and digital video platforms in 2021. Starting in fourth-quarter 2022, Nielsen will release parallel cross-media ratings that will deliver metrics at subminute intervals for individual ads and content, providing greater comparability across platforms and ad models, along with expansive campaign reporting. Nielsen expects this measurement will ultimately become the foundation of the cross-media buying and selling process, succeeding the current form of TV and digital measurement no later than the Fall 2024 season.

“Today’s fragmented measurement landscape makes planning, implementing, and validating cross-platform campaigns overly complex and increasingly less predictable,” said Adam Gerber, Global Chief Media Officer, Essence. “As we shift to addressable models, prioritize reach, and optimize to outcomes, it’s critical that we develop and adopt consistent, single-source measurement solutions. Nielsen’s new cross-media approach is an important step in delivering the confidence and transparency that advertisers require to support holistic campaigns.”

“Any innovation that moves the needle on capturing true ROI across media, especially across platforms to create consistency in reporting so people aren’t grading their own homework, gets a thumbs up from IPG Mediabrands. We look forward to holding all media to the same standards of performance accountability and transparency as a result of Nielsen’s new product,” said Daryl Lee, Global CEO, IPG Mediabrands.

Nielsen has begun unifying its technology platform to help make its audience measurement products more interoperable, flexible and scalable. This solves for cross-media measurement by embracing a “ONE” mindset to modernize its panels, platforms and products.

ONE Platform: Nielsen has developed a unified, cloud-based platform that allows easy integration and normalization of big data sets including automatic content recognition (ACR) data and return path data (RPD), as well as direct integrations with digital platforms and CTV providers. It will also be underpinned by a flexible technology stack which enables large scale models using machine learning techniques and algorithms to more quickly deliver true comparability and consistency across sources.

ONE Panel: Nielsen will unify its gold-standard panels and meters into one single-source, geographically representative panel that will gather viewing across devices including TV, CTV, mobile devices and computers. The Nielsen ONE panel underpins its new ID resolution system to validate audiences and deduplicate exposures across ads and content.

ONE Product: Nielsen is simplifying its TV and digital solutions portfolio into a single cross-media product that provides reach and frequency metrics by delivering a holistic, deduplicated view of both content and ad performance regardless of screen, device or platform. A key component of this solution is a new proprietary technology that will measure every single ad on linear TV at the subminute level to account for exact commercial minutes.

Nielsen has architected the backbone for delivering holistic, cross-media metrics across all video and continues to lay the foundation that will underpin outcomes measurement and help advertisers maximize ROI. With ownership of the technology stack and back-end infrastructure as well as access to broad data sets, Nielsen will swiftly launch new products, feature sets and data insights that maintain the quality and continuity of its measurement services and adapt to ongoing changes in the technology and privacy landscape.


The film, written and directed by Renuka Shahane, features Kajol, Tanvi Azmi and Mithila Palkar

What is Tribhanga you may wonder? It is an Odissi dance pose that is asymmetrical, yet mesmerising much like the lives of the three female characters in Renuka Shahane’s upcoming film Tribhanga: Tedhi Medhi Crazy. Netflix today released the trailer of this intergenerational family drama about three distinct women, essayed by Tanvi Azmi, Kajol and Mithila Palkar, and their unconventional life choices.

Written and directed by Renuka Shahane, the film takes an autobiographical route moving across timelines to delve into the dysfunctional and related lives of the matriarch Nayan, a critically acclaimed Marathi litterateur played by Tanvi Azmi; her daughter Anu, a renowned classical dancer and actress portrayed by Kajol; and granddaughter Masha brought to life by Mithila Palkar. This complex family drama of human failings and flaws is set to release worldwide on January 15, 2021 on Netflix. The film also features a stellar ensemble cast that includes Kunaal Roy Kapur, Kanwaljeet Singh, Manav Gohil and Vaibhav Tatwawaadi.

Writer and Director Renuka Shahane sharing her thoughts on the inception of Tribhanga: Tedhi Medhi Crazy, said “Tribhanga, an Odissi dance pose that looks beautiful despite its asymmetry, is used as a metaphor to represent the women in this film who have their own quirks and idiosyncrasies, and yet are fascinating, beautiful and vibrant. I believe that women who make unconventional life choices and women with a wide range of personalities need to be represented in films. The idea for this film came from my experience of meeting someone who had a very acrimonious relationship with her mother, unlike my relationship with mine. I wanted to capture the dysfunctional family dynamics when the core, the relationship with the mother, is shaky and unstable. I added three different generations to better reflect the intergenerational perspective in looking at the same event in three different ways. I am extremely happy that I could bring this story to life with Netflix and a supremely talented team of actors. Can't wait to see how the audience across the world reacts to it."

Kajol, playing the role of Anuradha Apte in Tribhanga: Tedhi Medhi Crazy, said, “Just like the name, the film is a celebration of women and all their beautiful imperfections. We need to embrace these imperfections and live on our own terms, just the way Nayan, Anu, and Masha do in this film. My character is outspoken and opinionated much like how the audience knows me, yet is completely different. As a mother I can vouch that there are challenges that women face daily as the smallest of things we do affect our children. Motherhood is a minefield of emotions captured extremely well by Renuka. I am very excited for the audience to see this film and hope it will resonate with people of all ages.”

Tanvi Azmi, playing the role of Nayantara Apte in Tribhanga: Tedhi Medhi Crazy, said, “This role is unique for me as Nayan might be the oldest in the family, but her ideals are not and she is constantly challenging the normal, ahead of its time. In essence, Tribhanga showcases the twisted journeys of three women who are related but could not be more different. Renuka has beautifully and sensitively captured the intergenerational family dynamics and their struggles.”

Mithila Palkar, playing the role of Masha in Tribhanga: Tedhi Medhi Crazy, said, “My character Masha is poles apart from me and this is the first time I am playing a character like this. Masha is actually the calming force among the three women. It has been such an enriching experience being a part of this film and working alongside stalwarts like Tanvi ma’am, Kajol ma’am and Renuka tai. Tribhanga beautifully encapsulates the unconventional life choices of three women and how they deal with every situation that comes their way.”

Tribhanga: Tedhi Medhi Crazy releases on Netflix on 15th January 2021

Produced by Ajay Devgn, Siddharth P Malhotra, Sapna Malhotra, Deepak Dhar, Rishi Negi, Parag Desai,

Co-producer Kumar Mangat Pathak

Creative Producer Siddharth P Malhotra

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