MediAvataar's News Desk
Through the campaign, Reebok takes a stand against patriarchal stereotypes and strengthens its position as a ‘women first’ brand
Standing by its philosophy of ‘Fitness is life’, leading fitness brand Reebok has continually encouraged women to be mentally, physical and socially fit. Launched last year, the #FitToFight campaign with brand ambassador Kangana Ranaut inspired women to become better versions of themselves, not just physically but also mentally and socially. It culminated with the brand’s first #FitToFight award ceremony where stories of women heroes like Deepa Malik and Geeta Tandon were recognized.
This year the fitness brand is back with #FitToFight 2017 – to fight two looming gender demons of eve-teasing and inequality in pay. Fitness is intrinsic to Reebok’s DNA and being the global pioneers of fitness, the brand’s aim is to encourage consumers to make fitness an important part of their lives and not just a daily habit.
Women across the globe have been stereotyped for centuries – they are expected to behave in a certain way and dress according to what the patriarchal society thinks is acceptable. One of the most insidious stereotypes of all is the widespread belief that girls don't and should not fight. When a man choses to fight against what he believes is wrong he is considered a leader, a fighter and the society puts him on a pedestal. But when a woman chooses to do the same it is deemed as uncharacteristic, un-ladylike, un-graceful or even bossy.
With this campaign, Reebok takes the stands that the world is wrong in their belief that girls don't fight.
A woman is born to be a fierce warrior and what she needs is to bring her latent strength to the forefront in the face of adversity.
‘Girls Don’t Fight’ puts the ordinary Indian woman at its core and shows her how fitness helps tackle the varied challenges imposed on her. The focus is on breaking stereotypes and staring down challenges and in doing so, Reebok aims to break the most perpetuated stereotype faced by every woman and tell the world that girls, in fact, can and do fight.
With Girl’s Don’t Fight, Reebok is propelling women to be mentally, physically and socially fit; to stand up for what is right and fight against injustice and discrimination. The word ‘fight’ is not only a literal depiction but a call to action for those who will not accept the way things are, making it the Reebok slogan for all unsung women heroes. Through the film, the brand reiterates how physical fitness translates into strength of the mind too.
Announcing the second edition of the campaign and talking about this year’s theme ‘Girls Don’t Fight’, Silvia Tallon, Senior Director Brand Marketing, Reebok said, “I am proud to be a part of the Reebok family; being associated with a brand that celebrates the strength each woman carries within herself is indeed a matter of pride. FitToFight is a platform for each woman to share her personal story with the world – from her struggles to her victories. With Girls Don’t Fight we wanted to address social issues that will resonate with each woman at some level.”
The film starts with the protagonist, Justine Rae Mellocastro, a black belt in choi Kwang do, professional hairstylist and a competitive swimmer in real life, being encountered by the menace of eve teasing. Through fitness she is seen garnering mental strength to fight the peril. The film shows her drawing strength from the story teller, the motivator, the strength inside every woman – Kangana Ranaut – who encourages her to stay strong and continue fighting the odds. Concluding with a powerful message ‘Fight more, Be more Human’, the film is a call to all women to be fearless in the face of adversity.
Talking about the campaign, Kangana Ranaut, Brand Ambassador, Reebok India added, “Even after 11 years of being in this industry, I am constantly battling perceptions and misconceptions, and breaking stereotypes every single day. Therefore, I identify very strongly with Reebok’s FitToFight campaign and specially this year’s theme ‘Girls Don’t Fight’. Reebok has addressed two very topical issues, things that we as women have unfortunately encountered at some point in our lives. I believe that each woman has a story within herself – of hardships and hope, battles and strength, sorrows and faith – and I hope that through #FitToFight these stories get a platform for others to draw inspiration.”
Launches ZEE Studios International in Canada
Becomes the First Indian Broadcaster to launch a Production Company in Canada
The Production Company to facilitate all global production requirements for ZEE and international markets
Entertaining the world for over two decades, leading Indian content company, Zee Entertainment Enterprises Limited (ZEEL) today achieved another milestone by becoming the first Indian broadcaster to set up a production company, ZEE Studios International in Canada. This also marks ZEE’s entry into global production for mainstream audiences which will facilitate production requirement for ZEE’s diverse platforms as well as international markets.
The production company, located at Vancouver, British Columbia, will be headed by Mr. Subhadarshi Tripathy who will be supported by a local team. Mr. Tripathy will jointly report to ZEEL MD & CEO, Mr. Punit Goenka and CEO - International Broadcast Business, Mr. Amit Goenka.
Commenting on the new initiative, Mr. Amit Goenka, CEO – International Broadcast Business, ZEEL said, “In line with our corporate philosophy of ‘Vasudhaiva Kutumbakam – The World Is My Family’, ZEE has always been a cultural ambassador of India, taking its rich and engaging content across the world. In yet another major milestone, we are now set to launch our production company, ZEE Studios International, in Canada. Canada is known as a large production hub for various Hollywood companies, as the country offers the requisite infrastructure, talent pool, scenic locales as well as a favourable Government incentive scheme. After a series of discussions with the Government of British Columbia, Canada, we were invited to set up a production company in Vancouver. Our endeavor through this venture is to produce global content for mainstream audiences across various international markets as well as take care of our domestic requirements. Canada has grown to become a priority market for us and through such initiatives, we plan to increase our presence in this country. We thank the local Government bodies for their cooperation and support in helping us establish this business.”
“ZEE Studios International will be headed by Subhadarshi Tripathy who has been with the organisation for over 18 years and has championed several of our leading brands. We are confident that Subhadarshi and his team will grow this division into a formidable business, creating cutting edge content which has immense potential to be adapted throughout the world,” Mr. Goenka further added.
“I’m pleased to welcome Zee Studios International to British Columbia,” Premier John Horgan said. “This new production company will create jobs and opportunity for people, and showcase our province to audiences around the world. B.C. is a global leader in film and television production, and we’re pleased to see that growth continue with the addition of Zee Studios International.”
ZEE Studios International will create global content and formats for international markets in their local languages, many of which will be based on successful Indian ideas and concepts. The production company will initially focus on developing content for television and digital platforms as well as original formats and homegrown remakes, with a plan to venture into film production at a later stage. The content developed will encompass a wide portfolio of ingenuously developed Scripted and Unscripted Formats across an array of genres, ranging from Reality, Game and Dance Shows to shows in the Fictional Crime Drama, Sitcom, Sci-Fi, Horror and Paranormal space. The production company will consist of a core team from India headed by Mr. Subhadarshi Tripathy as well as a local production team from Canada.
A few of the initial productions that are in the pipeline include adaptations of the smash-hit format of ZEE’s homegrown sitcom, ‘Hum Paanch’ which is being produced in its British version as ‘Lala’s Ladiez’ and an Anglo-Spanish sitcom ‘Love Thy Neighbour’ (working title) which is adapted from the ever-popular home grown format ‘Bhabiji Ghar Par Hain.’
New arts & culture content unveiled for BBC World News and BBC.com
BBC World News and BBC.com have today revealed a host of new content celebrating culture and the arts.
Programming features exclusive access to the sets and creative worlds of some of the film industry’s leading directors plus the launch of arts and culture magazine show Front Row on BBC World News TV, as well as looking at what may be making waves at this year’s Oscars.
The content, which will be rolled out across the coming three months on the BBC’s international services, will offer audiences both new shows and regular favourites to satisfy the cultural appetite of the most discerning viewer.
The Art of Directing (fortnightly weekends from 23rd September – 3rd December)
This prestigious documentary series on BBC World News, presented by actress Cush Jumbo, follows six award-winning film directors as they go about their work. Exclusive access to the sets and the creative worlds of some of the best film makers working today, including James Marsh, Mira Nair, Paulo Sorrentino, Xavier Dolan, Sally Potter and Mike Leigh, provides a special insight into just what inspires and motivates them, revealing what it takes to be a great director.
The Art of Directing: James Marsh
(Sat 23rd Sept 7am, 2pm & Sun 24th Sept 8pm)
In episode one we hear from acclaimed British director James Marsh on location for his new film Night in Hatton Garden, about the infamous London jewel heist in 2015, featuring an outstanding cast of British talent including Michael Caine, Tom Courtney, Ray Winstone, and Jim Broadbent.
The Art of Directing: Mira Nair
(Sat 7th Oct 7am, 2pm & Sun 8th Oct 8pm)
In this programme we meet award-winning film maker Mira Nair in her home in Uganda where she opens up about her origins in political theatre and documentary film making. Nair takes us behind the scenes at her film school Maisha Film Laboratory and discusses what it took to challenge the Western dominance of the film industry.
The Art of Directing: Paolo Sorrentino
(Sat 21st Oct 7am, 2pm & Sun 22nd Oct 8pm)
Award-winning Italian director Paolo Sorrentino achieved global recognition with The Great Beauty (2013), which was garlanded with the Best Foreign Language Film Oscar. Speaking from his home in Tuscany, Sorrentino tells how he grew up wanting to be a rock star, started his film career as a screenwriter, and went on to direct some of the most powerful films to come out of Italy in the last two decades.
The Art of Directing: Sally Potter
(Sat 4th Nov 8am, 2 pm & Sun 5th Nov 8 pm)
British film-maker Sally Potter’s experimental, genre-defying work includes her Oscar-nominated adaptation of Virginia Woolf’s Orlando (1992), which helped kick-start the career of Tilda Swinton. We join Potter in her London writing studio to find out how she goes about crafting her ground-breaking scripts.
The Art of Directing: Xavier Dolan
(Sat 18th Nov 8am, 2 pm & Sun 19th Nov 8 pm)
In the fifth episode Canadian director Xavier Dolan takes us back to his hometown of Montreal to show where it all began for him and gives us a sneak peek at his upcoming film, The Life and Death of John F. Donovan.
The Art of Directing: Mike Leigh
(Sat 2nd Dec 8am, 2 pm & Sun 3rd Dec 8 pm)
The final episode of ‘The Art of Directing’ focusses on the great British film-maker Mike Leigh. Seven times an Oscar nominee, Leigh talks about how he evolved his unique way of working and the subjects that fascinate him, and we see him at work on location with his biggest project yet, Peterloo, directing an immense cast to recreate the events around the infamous Peterloo Massacre which took place in Northern England in 1819.
79% shoppers use mobile phones for shopping at Diwali
Up to 66% increase in share of mobile sales was seen during the season
Jewellery, luxury goods and apparel are the most sold products
Prior to the onset of the online festive shopping season, Criteo, the commerce marketing leader, has released its seasonal data, anticipating shopping trends this Diwali. Based on the analysis of about 4.8 million transactions, the report has seen an upsurge of 490% in average visitors, leading to an increase of average sales by 140%, on major e-commerce websites pre-Diwali last year.
The report serves as a guide for marketers to understand online shoppers and their buying behaviour. Highlighting the current trend of shopping through mobile apps, the report underlines that although sales start to pick up from August onwards, the highest sales peak between four and two weeks before Diwali, and so does website traffic. Hence, it is important for retail companies to encourage shoppers to download the retail app 1-2 months before Diwali and build a profitable pool of shoppers by driving traffic to their websites.
The festive season in the last few years has seen a trend of large number of shoppers shifting from traditional modes of shopping, to online shopping. According to the report, the top performing online retail sub-verticals during Diwali are jewellery, luxury goods and apparel.
Siddharth Dabhade, General Manager, Criteo India said, “With the internet penetration, and availability of smartphones at an affordable price, Indian shoppers are becoming more confident to make purchases online. They are taking a leap forward, and dismissing traditional shopping habits. As compared to last year, this festive season is expected to bring a large number of shoppers online, promising great sales results for e-commerce giants.”
He further added “To attract maximum traffic, each e-commerce company is offering products at throwaway prices. Thus, the attention span of online shoppers quickly shifts to other offers, without completing a transaction on a particular website. It is important for retailers to help potential customers complete their transaction by offering them relevant products of their choice, across devices. Mapping the shoppers’ browsing behaviour, Criteo’s data analytics help retailers build their digital advertising strategy focused on customisation and personalisation, ensuring that maximum online traffic gets converted into actual sales.”
Some interesting insights gathered through the report include:
M-commerce at its peak before Diwali
With a rapid increase in the number of smartphones and data revolution in India, smartphones have become the first point of brand interaction for users. It is in fact now the most personalised medium to reach Indian shoppers.
According to the data gathered by Criteo, during the festive season last year, up to 66 percent of increase in the share of mobile sales was seen, as compared to average weekly sales during April-May (2016). The uplift in the share of sales through mobile phones is significantly higher than usual during the weeks leading to Diwali, which was the highest at 79% on the day of Diwali (as per the recent report). This is also because shoppers can easily access smartphones for last-minute shopping.
Retail mobile apps driving increase of m-commerce during Diwali
The in-app availability of e-commerce websites has further triggered the rise of m-commerce in India and has made it the largest mobile apps market. In 2016, Indian users downloaded about 6 billion mobile apps, up from 3.5 billion in 2015.
According to Criteo’s data, during the week before Diwali (in 2016), the share of sales that occurred on apps was 45% higher than the average sales. And particularly on the day of Diwali, the uplift was seen up to 61%.
Seeing an upsurge of shopping via mobile apps, it is vital for retail companies to start the in-app interface, considering major buying behaviour is shifting from desktop to mobile.
Lenskart is a brand that is revolutionising the eyewear business in India, with a rapidly growing business that reaches out to over 1, 00,000 customers a month via a unique combination of a strong online business as well as a first of its kind ‘home check-up service.
Offering the best quality products at affordable prices, Lenskart has grown more than 200% in the last 2 years and the company is among the top 3 optical businesses in India today. From servicing 30 customers per day to more than 3000 today, the firm has come a long way.
Says Mallikarjun Das, Group CEO, Starcom India, “It’s a privilege to be associated with Lenskart, a reputed brand in optics. The Starcom approach is to drive human actions and thereby business outcomes through transformative experiences and data-driven understanding. An important factor that determined our win has been our ROI centric planning approach through state- of- the-art TARDIIS which clearly gives us an edge over competitors. Increasingly, optimisation and automation is the way to go. We look forward to unlocking greater consumer connections for Lenskart and coming up with increasingly creative solutions.”
As per industry estimates, India’s retail market is expected to grow at a CAGR of 10 percent to $1.6 trillion by 2026 from $641 billion in 2016. India’s e-commerce market is expected to reach $220 billion in terms of gross merchandise value (GMV) and 530 million shoppers by 2025.