16 January 2021 05:46

MediAvataar's News Desk

MediAvataar's News Desk

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Bengaluru-headquartered homegrown consulting firm RedSeer Consultancy firm has announced that two new members Govind Shrikhande and Ruchira Jain have joined as the company’s Partners to strengthen RedSeer's research and consulting capabilities across sectors including retail and technology.

Govind Shrikhande, a retail expert with over three decades of experience brings in the much needed hands on experience and understanding of the nuances of the changing retail ecosystem. Shrikhande believes that People, product innovation and consumer centric strategy will drive the new retail to a platform experience.

In the last two years, Shrikhande has advised a number of private equity companies including Kalaari Capital, Multiples along with startup CEOs and founders.

Ruchira Jain, a marketing strategy and consumer behaviour expert with over 2 decades of experience, brings in a unique mix of FMCG and technology industry experience; with expertise in both human insighting via ethnography, consumer journey mapping and complex strategic work such as customer segmentation, demand mapping, NPS.

Jain recently founded Elevate Insights, a Insights & Strategy consulting firm prior to which she was in the role of VP Consumer Insights at Swiggy. She spent over a decade as Director, Insights & Strategy at PepsiCo where she guided the consumer strategy for their entire portfolio of their love-mark brands.

Commenting on the joining of the two new members, Anil Kumar, co-founder and CEO of RedSeer Consulting said, “We are very excited to have such experienced leaders join us who will steer the next phase of growth for RedSeer. In these changing times with online becoming a key channel in retail, our vision is to empower the traditional retail businesses with our rich online IP. Furthermore, consumer insights has always been the core focus for us, and we will continue to strengthen our capabilities here.”


TV9 Marathi, the leading Marathi News Channel from TV9 Network, India’s No.1 News Network has unveiled a new look and brand positioning - “Kaalji Tumchi Hith Maharashtrache” (Viewer’s Concern & In the Interest of Maharashtra).

The channel is celebrating its 12th Anniversary in January 2021 and has evolved from a Mumbai centric Channel during the initial years to becoming the preferred Marathi News Channel in Maharashtra. TV9 Marathi captures the pulse of Maharashtra while also covering all relevant national and international news, making it the clear No. 1 Marathi News Channel during Prime Time (SOURCE: BARC, IND(TV), NCCS ALL 15+, Maharashtra, Week 32 -39’2020, Average Weekly Impressions).

Speaking on the channel’s new avatar, Barun Das, CEO, TV9 Network said, “Every business needs to repivot to align itself with the evolving consumer interest. TV9 Marathi, having emerged as the viewers’ choice in the state in the last 12 years, is all set to restage for the Marathi audience. The new brand promise is firmly rooted in the regional pride of Maharashtra and makes a compelling pitch for further progress of the state.”

Commenting on its overall content strategy Umesh Kumavat, Editor-TV9 (Marathi) said, "We try to deliver every news which concerns Maharashtra & its viewers. We will cover every important aspect of news which includes both urban as well rural sector at breath taking speed without compromising its authenticity".

On overall brand re-positioning, Bhushan Khot, Business Head- TV9 (Marathi) said, “The new brand positioning is very well aligned with the core philosophy of TV9 Network as a group. Being a part of India’s No.1 News Network, we have a responsibility of delivering news which is not only credible but also concerns with the people of Maharashtra. Be it political, social or day to day happenings, news which provides value to the viewers are at the core of our brand promise. The Brand Campaign, focuses on the new positioning & the programming, will have 360-degree marketing plan which includes TV, Digital, Outdoor, Print & Radio”.

TV9 Marathi has revamped its content strategy along with its new look and positioning. The revised programming line-up has a slew of innovative content formats along with a power packed prime time to address the ever-evolving Marathi news viewer.

Some of the shows in the new line up are as below.

1. Good Morning Maharashtra @ 7 AM will bring fresh and positive news for its viewers.
2. Aakhada @ 4 PM brings the key issues being discussed and debated.
3. Desh Maharashtra @ 7 PM is the big bulletin of biggest news from the Nation & State.
4. 8 PM Special Report @ 8 PM is a bulletin with news analysis.
5. News Top 9 @ 9 PM is a unique news bulletin delivering Top 9 news from 7 important fields.
6. Aajchi Baat @ 10 PM is a complete round-up of the entire day news.

It’s undeniable that there is great power in a great story. Stories allow us to make sense of our world and share that understanding and values with others. Society for Promotion of Youth & Masses(SPYM), a reputed NGO, has used HT Smartcast’s production ‘Tenali Ke Rang, Junior Ke Sang’ for its storytelling sessions amidst these challenging times for children in need of care and protection. SPYM primarily works with Children in Substance Use and provides rehabilitation at three flagship centers for three different population groups.

The NGO started using the podcast Tenali Ke Rang, Junior Ke Sang as an alternative during the pandemic-inflicted lockdown this year.

We sincerely believe that stories are one of the best ways to teach children life lessons.

Although a lot of kids today prefer dreamland, fantasy fiction, and adventurous stories, the stories of Tenali Rama are a little different, and so is the podcast.

The podcast is presented by our little genius Amogh Ghildiyal, who knows how to lift the mood, keep the kids hooked, and make the stories look exceedingly joyous and enjoyable.

“We were looking for a podcast to engage and interact with children and upon a recommendation, we decided to use HT Smartcast’s podcast. The children at the center have gained a liking for the podcast, especially because it’s presented by a child and engages them.”, says Dr. Rajesh Kumar, Executive Director, SPYM.

The children are also encouraged to draw scenes from the story and imagine as they listen to the stories. They learn a lot from Tenali and look up to him as a role model for the intelligent, smart, witty, and determined personality he is.

“Tenali Ke Rang Junior Ke Sang began as this fun experiment of launching a unique product in the market. The end goal was to gain insight into the future generation of podcast listeners in India. Finding out that this podcast is being used as a part of drug de-addiction therapy for children was definitely a cherry on top. It validated our work on a much deeper, more humane level. Our gratitude, honestly, can't be expressed in words”-Deepti Ahuja, Podcast Producer, HT Smartcast.

Our youngest podcaster was over the moon when he heard the news. “I’m so happy that my podcast is being used by an NGO for a good cause. I’ll be more than glad if there is anything else I get to do to help the children in need of love and care”- Amogh Ghildiyal, Podcast Host, Tenali Ke Rang Junior Ke Sang.

Resulticks and Merkle Sokrati, India’s leading data-driven performance marketing agency, have entered into a strategic partnership aimed at empowering brands to achieve topline growth through Resulticks' award-winning, AI-powered marketing cloud solution.

Commenting on the partnership, Mani Gopalaratnam, CEO and CTO (Customer Success) for Resulticks said, “We’re delighted to partner with Merkle Sokrati, a subsidiary of global powerhouse Dentsu International. As Indian brands increasingly embrace digital transformation, our partnership will enable them to realise the full potential of cloud-based marketing.”

Merkle Sokrati’s digital marketing capabilities, combined with Resulticks’ advanced marketing and automation capabilities, represents a powerful combination for customer-centric brands looking to elevate results-focused customer engagement. By empowering its client base through Resulticks, Merkle Sokrati will help those brands deploy an omnichannel customer engagement strategy in real-time with highly personalized experiences and contextual conversations.

Anubhav Sonthalia, CEO, Merkle Sokrati says, “We are indeed excited to partner with Resulticks, a company that has in many ways redefined how brands engage with prospects and customers alike worldwide. With digital marketing deeply embedded in the company’s DNA, Resulticks brings to our partnership a deep, nuanced understanding of both the challenges and rewards for Indian brands in moving towards digital transformation. With our agency’s strength in data-driven performance marketing services, this partnership promises even better outcomes for our clients.”

Merkle Sokrati can now empower its client base through Resulticks. This will help brands realise their omnichannel customer engagement strategy across multiple dimensions that include real-time communications, contextual conversations as well as personalisation.

Merkle Sokrati is the center of Indian operations for Merkle, a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. Merkle is headquartered in Columbia, Maryland, with 24 additional offices in the US and 25 offices in EMEA and APAC. In 2016, the agency joined the Dentsu Aegis Network.

Wednesday, 06 January 2021 00:00

Brands that led the way on Twitter in India

Twitter is a reflection of what’s happening in the world and what people are talking about. Over time brands across categories have leveraged Twitter’s ad offerings and influence to strengthen their presence among audiences. This year, as businesses pivoted to digital-first campaigns, Twitter emerged as an indispensable partner to launch something new and to connect consumers with what’s happening. The constraints of 2020 encouraged brands to be more creative, thoughtful and personal, resulting in campaigns that warmed the heart and left consumers wanting more. As we wrap up 2020, let’s look back at some brands and campaigns that stood out and made a difference:

Best brand for speaking out and standing up: Axis Bank (@AxisBank) for #ReverseTheKhata

While nearly every industry was drastically impacted in 2020, the worst-hit were local vendors and small businesses, with many being forced to the brink. Axis Bank (@AxisBank) took up this important concern and asked people to #ReverseTheKhata, referencing the bond between customers and their corner shop through the maintenance of a ‘khata’. The khata is based on the trust and loyalty shared between the two parties. The campaign showed us different moments on the relationship between customers and small businesses, projecting the various emotions that bubble up from the simple statement ‘Khate mein likh do’, urging people to reverse roles and support vendors who have continued to serve us while keeping our accounts. The campaign used a clever and relatable insight, connecting with its audience in an authentic way making it the best brand for speaking out and standing up.

Best #OnlyOnTwitter campaign: Netflix India (@NetflixIndia) for #NetflixMatchmaker

We love to watch our favourite series and films on Netflix and look for the best recommendations, including on Twitter. Netflix India (@NetflixIndia) built on this insight and launched #NetflixMatchmaker. This innovation allowed a customised bank of emojis to serve fans a personalised experience on Twitter, helping them decide what to watch. So, how does it work? When someone tweets an emoji with the hashtag #NetflixMatchmaker, they are rewarded with a content recommendation tied to that specific emoji. For example, tweeting a gift emoji might send a recommendation for a holiday movie. Netflix knew there would be an ongoing demand for recommendations, so #NetflixMatchmaker pops up every weekend to help people match their mood to what they could enjoy watching on Netflix. This is why they had the best #OnlyOnTwitter campaign this year.

Best brand that brought the stadium to the phone: Star Sports (@StarSportsIndia)

To make up for the lack of on-ground sports experiences, Star Sports (@StarSportsIndia) turned to Twitter to bring fans closer to all the sporting action, especially on two key occasions - the Indian Super League (@IndSuperLeague) and the Indian Premier League (@IPL).

During the Indian Super League’s (@IndSuperLeague) #TrueLove campaign on Twitter, Star Sports (@StarSportsIndia) invited football fans to send in Tweets with messages for their favourite footballers. At the trophy-lifting ceremony of what was a thrilling finale between ATK FC (@atkmohunbaganfc) and Chennaiyin FC (@ChennaiyinFC), these love-filled Tweets presented in a physical form as Twitter-confetti and were showered upon the winning team covering them with #TrueLove for this one-of-a-kind activation.

For the Indian Premier League (@IPL), Star Sports (@StarSportsIndia) cued people in for the opening match through reminders on Twitter, activated by the Heart-To-Remind functionality. The brand also changed their Twitter username to ‘Star Sports at 7:30 PM’ to mark the time slot as the viewing time for the IPL.

Best campaign celebrating fandom: Samsung India (@SamsungIndia) for #GalaxyS20PlusBTS Edition

While launching the #GalaxyS20PlusBTS edition, Samsung (@SamsungIndia) routed its campaign towards the massive BTS (@BTS_twt) fandom on Twitter. The brand launched a custom BTS (@BTS_twt) quiz to engage with the K-pop band’s ARMY on the service who could put their love to the test and even stand to win a pair of the Galaxy Buds+ BTS edition. This carefully targeted campaign not only reached its audience but also had them glued to their Twitter timelines through a series of Promoted Tweets with creatives featuring various members of the band. The BTS edition campaign was part of a sustained promotion plan for the S20+, with the global launch event achieving millions of views worldwide. Samsung India’s (@SamsungIndia) clever use of Twitter to connect with their consumers made it the campaign that best celebrated fans.

Best brand connection to the couch: Amazon Prime Video (@PrimeVideoIN) for #Mirzapur2

#Mirzapur2 hype on Twitter was real, evidenced by the many Tweets begging Prime Video (@PrimeVideoIN) for the second season. As the OTT service finally prepared to premier the series, it decided to count down to the launch along with eager fans, and host a watch party to finally answer everyone’s wishes and get people watching (and reacting) together. Through a carousel events page, the brand curated a timeline of all conversations around #Mirzapur2 and also rolled out exclusive content leading up to the big day. A ‘Mirzapur throne’ emoji was also launched to fuel excitement.

But that was not all, following the watch party, the show’s characters were leveraged to engage the audience via a personality test pairing people with their favourite #Mirzapur characters when engaged with the Tweet. Their thoughtful end-to-end integration and celebration of such a popular show earned them the title of best brand connecting all of us to our couch.

Best brand for pivoting when it counts: Uber India (@Uber_India) for #MoveWhatMatters

At a time when everyone was being encouraged to stay put, Uber India (@Uber_India), a brand that is built on doing the opposite, responded in just the right way. Playing off their slogan to #MoveForward, they suggested we #MoveWhatMatters. The brand echoed what we were hearing from public health authorities, asking people to stay home and stay safe, while their drivers continued to serve India’s essential workers. Moreover, the brand also urged people to come out in support of their driver-partners who had also been impacted by the pandemic and set up the Uber Care Driver Fund. In a time when people needed to be assured of their safety, Uber India (@Uber_India) made it clear that it was a priority.

Best virtual launch: Hyundai India (@HyundaiIndia) for the TUCSON launch with #TheNextDimension

Hyundai India (@HyundaiIndia) moved ahead and launched its new TUCSON via a magnificent (virtual) event called #TheNextDimension. Hyundai adopted a three-phased strategy for the launch; it acquired an active viewership through the Heart-To-Remind functionality, which reminded people to tune-in for the launch; it took over the service’s premium real estate with a Promoted Trend and livestream to maximise visibility, and to wrap up the launch it Tweeted highlight videos from the event which were injected into people’s timelines via Promoted Tweets, making sure nobody missed the action. Despite not taking place on-ground, this campaign by Hyundai proved that launches can be as successful virtually. The live event recorded over 1 million views in the first 12 hours itself, making it a winner in the best virtual launch category.

Best new brand on the block: CRED (@CRED_Club)

CRED (@CRED_Club), the fintech startup was all over Twitter timelines in the best way. Launching its first-ever campaign with a series of videos, the brand made a strong impact, reaching new customers. The campaign was spearheaded by some of the strongest voices in the public space, including the founder himself. Moreover, picking up on a trend around nostalgia, they worked with some of the most iconic talent from the 90s and early 00s including, Govinda (@govindaahuja21), Bappi Lahiri (@thebappilahiri), Madhuri Dixit Nene (@MadhuriDixit), Anil Kapoor (@AnilKapoor), Udit Narayan (@uditnarayan_), and others in a creative way, ensuring mentions of CRED on Twitter reached new highs. These combined strategies made CRED the best new brand on Twitter’s block.

Best brand voice: Zomato (@zomato)

Restaurants may have been closed to visitors earlier this year, but delivery services like Zomato (@zomato) made themselves indispensable. And maybe because Zomato was experiencing it themselves, they knew just what to say to keep people on Twitter engaged. Keeping up with cultural moments and trends, Zomato (@zomato) stayed connected with its audience through conversations that were fun, light-hearted, and more often than not, perfectly hilarious. From being excited about a cricket match to being grumpy because of hunger pangs, Zomato engaged with its audience in one-on-one banter, replying and engaging with Tweets. Adopting a sensitive voice, yet full of personality, the brand built its own community of followers making it the best brand voice on Twitter this year.

Best brand Fleet: IndiGo (@IndiGo6E)

Since the test launch of Fleets in June, several brands have embraced it with content designed especially for the format. IndiGo (@IndiGo6E) stood out by engaging with its followers through consistent and coherent messaging via Fleets. Adhering to the needs of its patrons, the brand has been using the format to keep passengers informed about flight schedules and other real-time updates. Their diving into this new Twitter format gives them the title of best brand Fleets!

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