MediAvataar's News Desk
First home grown brand to be offered in a No Sugar variant
Coca-Cola India, one of the country’s leading beverage companies, today announced the launch of Thums Up Charged No Sugar, the company’s first home-grown beverage to be offered in a no sugar variant with the same strong taste and extra thunder. The introduction of the new variant is a step towards Coca-Cola India’s commitment to promote moderation and offer people the choice of regular, low-sugar and no-sugar options to choose from. Consumers can now enjoy their favourite Thums Up taste with the same taste while staying conscious of their sugar intake.
Commenting on the launch, Ishteyaque Amjad, Vice President, Public Affairs & Communication at Coca Cola India & South West Asia, said, “Coca-Cola India is accelerating its strategic evolution to become a total beverage company by offering innovative and localized beverage choices to consumers. The launch of Thums Up Charged No Sugar not only marks the expansion of our product portfolio but also demonstrates our efforts to innovate products locally that meet changing consumer tastes and preferences. This is a significant milestone for us in our sugar reduction strategy and I am delighted to announce that leading this journey is our very own home grown brand Thums Up.”
Vijay Parasuraman, Vice President-Marketing at Coca-Cola India & South West Asia said, “Last year, we introduced Thums Up Charged to celebrate the forty thunderous years of the iconic brand Thums Up and were elated to see the love amongst our consumers. We are now eager to take the iconicity of this brand to the next level with Thums Up Charged No Sugar and recruit more consumers in our journey to make Thums Up the first home-grown billion-dollar beverage brand. The no-sugar, no-calorie variant is aimed at consumers who want to balance their sugar intake and enjoy their favorite drink as well. Additionally, we are supporting the brand by going beyond the traditional marketing practices and directly engaging with the consumers through interactive platforms and innovative formats.”
To connect with its core drinkers, Coca-Cola India has unveiled a creative and innovative marketing campaign in association with Marvel. The cans and PET bottles of Thums Up Charged No Sugar feature illustrations of four Marvel Avengers Super Heroes namely Thor, Iron Man, Hulk and Black Widow. These superheroes share the attributes with the brand which is constantly challenging themselves to unleash their true potential. This association is expected to deepen the company’s engagement with millennials and youth.
“This year marks the 10th anniversary of the Marvel Cinematic Universe. We are constantly seeking fun new ways to make our stories and characters a part of the everyday lives of our fans,” said Bikram Duggal, Executive Director and Head – Studios & Chief Marketing Officer, Disney India. “We couldn’t be more excited about collaborating with Coca-Cola India in preparation for our historic release -- Avengers: Infinity War,” he added.
The multi-faceted campaign includes TV Commercials featuring the Avengers, along with promotions on the brand’s social media pages across YouTube, Facebook, Twitter and Instagram. Thums Up, the flagship brand, encourages ‘Never Settle For Less’ and epitomizes the ‘Go get the superior’ attitude. This grit and will personifies the strength of the strong-tasting cola. The company is also undertaking on-ground activations including sampling across 14 cities, exclusive movie previews and in-store branded displays across modern trade.
Commenting on the TVC, Sainath Saraban, Creative Head, Leo Burnett, said, “Just like the effervescence that rises to the top in a bottle of Thums Up Charged No Sugar, the heroes too rise when it is time to prove themselves. Thums Up Charged No Sugar is a metaphor for the display of inner strength that superheroes demonstrate. Through this TVC, we have tried to achieve this in a visually gripping manner. The film is an association between two huge and exciting brands - Marvel Avengers and Thums Up Charged No Sugar. There is a palpable excitement, energy, action and joy that both bring to their fans.”
Creative Team on the new Thums Up Charged No Sugar campaign:
· Agency: Leo Burnett
· Creative Head: Sainath Saraban
· Production House: Picture Perfect
· Post Production House: Prana
· Director: TJ Hall
· DOP: Sunil Patel
Heavy weight beginning of 2018-19 – Wins 8 metals
The nationally acclaimed Abby award was announced yesterday night in GoaFest. Dainik Jagran, India’s Most read and largest circulated daily wins big by bagging 7 awards - 2 gold, 2 silver, 2 bronze for its exemplary campaigns under various categories and ‘Publisher of the year award’
The ABBY AWARD are the Oscars of Indian ad awards to honour creative excellence in advertising. Undoubtedly, the biggest and the most prestigious ad award show in the country attended by thousands of professionals from the marketing, advertising, media, research and PR fraternity.
The first gold came for 'Creating the Newspaper of Day After Tomorrow' under Best marketing of a printed newspaper / edition category. The second Gold for ‘Amazon at your Doorstep' under Best client-brand activation or display advertising innovation by a publisher category.
Under Best promotion of a CSR / Cause related Marketing initiative category, Dainik Jagran bagged a silver and a bronze for ‘Fields on Fire’ and ‘Bringing down the Mountains of Garbage’ respectively.
Under Best use of Native or Branded Content for client brand-marketing, 5th metal for Dainik Jagran came for ‘Connecting the Devout with the Divine’.
Basis the score of 30 for the total awards, Dainik Jagran was adjudged with the first time introduced at Abbys - Publisher of the Year award. 7th Metal, silver, came under the Best use or integration of experiential events creative positioning of a brand for ‘The Journey of 5 Sisters to the Border’.
On this remarkable win, Basant Rathore, Sr VP – Strategy, Brand & Business Development, Jagran Prakashan said “Topping the charts at the Publishers Abbys for a 3rd consecutive year feels great . We’re delighted. This is a result of the humongous effort that our teams have put in over the last few years. The wins tell us that we’re on the right path. We take huge motivation from these wins and promise to come back again stronger next year”.
Netflix & Woof: The snuggle is real
Love for our pets has reached epic heights - special pet taxi services in Mumbai, sick leave for dogs in Italy, emotional support peacocks in the US - so it should come as no surprise that our four-legged friends have infiltrated our entertainment habits as well. According to a new survey released by Netflix, when it comes to watching TV, most Indians (75%) find pets to be the best binge partner. 88% of Indian members have watched Netflix with their pets, as compared to 74% globally.
After all, watching a show with pets mean no spoilers and no cheating. The best binge paw-tner? You bet! Not only do pets not hog the remote or judge your entertainment tastes (well, maybe), they make the perfect partners for the company, the cuddles (44% of Indian members have turned to their furry friends for comfort during a sad or scary scene) and even the conversation (39% have talked to their pet about the show or movie they were watching).
Though you should be warned that pet bingeing can also be ruff. A considerable number of respondents (43%) have moved from where they were sitting, so their pet would be more comfortable, several (31%) have bribed them with treats to watch longer, and some (30%) have even gone so far as turning off a show because their pet didn’t appear to like it. The snuggle is real.
So what are the shows everyone is barking and meowing about? Dog and cat owners in India are likely to go for comedy with a high dose of drama and adventure. Bring on Friends from College, Alias Grace, and A Series of Unfortunate Events. The one show that brings all streaming species together is Stranger Things...#justiceformews.
Looking for some brand new shows that you can now stream or download to watch with your partners and paw-tners? We recommend Lost in Space (premiering April 13) for a thrilling journey with the Robinson family.
Praxis Global Alliance Report with YourNest as Thought Partners
Sized at $35 billion in 2016, SFW sector to grow at a CAGR of 17% to reach $90 billion by 2022
Report highlights that demand for SFW products and services globally grows exponentially at per capita income of $4K, Indian market is at the cusp of a rapid growth with per capita income of USD 1.7K
Growing awareness about healthy life style with 45% people thinking of leading a healthy life as a priority, 60% and 21% disapproving of smoking & drinking simultaneously
SFW opportunity from merchandizing, branding, product varianting is >2.5 times larger than the sports gear and equipment itself.
Praxis Global Alliance, a global business research and solutions firm, along with its thought partner YourNest, an early stage venture capital fund today unveiled a global report on the emerging market of Sports, Fitness and Wellness (SFW) market in India. The report highlights the potential of SFW market to grow from $35 billion in 2016 to $90 billion by 2022 at a CAGR of 17% in India. The report titled ‘Health is indeed Wealth’ confirms the trend of growing health awareness with 45% people prioritizing healthy life and 60% and 21% disapproving of smoking & drinking simultaneously.
Among the key consumer categories like apparel, food, etc. of ~USD 203 billion, the SFW play stands at $35 billion in 2016. The report points out the huge growth opportunity for the play in India across sectors. The report also highlights the catalyzing impact on the peripheral products and services industry that will create 2.5 times more opportunities in SFW segment. While developed markets like South Korea and Canada has per capita spend on sportswear and functional food at $128 and $45 simultaneously, India has a huge growth headroom with current per capita spending on sportswear and functional food market standing at a small $7.7 and $2 respectively.
While releasing the report, Nidhi Agarwal, Entrepreneur in Residence at YourNest & Domain Leader with Praxis commented, “Wellness and wellness inspired Fitness is at the same stage basic healthcare was 7-10 years back. With the affordability that virtual channels extends to companies and increasing need of customer to monitor wellness/ fitness with technology, higher allocation of income has started to emerge. This will increasingly include mental wellness, sports as fitness regimes etc. which then opens the purchase basket for likes of advanced wearables and monitoring technologies as well.”
Commenting on the occasion, Madhur Singhal, Managing Director with Praxis Global Alliance, said “Most of our Consumer goods and services clients are getting more sophisticated and nuanced about segmentation. Millennials want to live better, eat better and feel better and SFW-led brands will grow in appeal due to the promise of a more fulfilling consumption experience.”
Sunil Goyal, Managing Director and Fund Manager, YourNest commented “This report highlights the huge potential of Indian SFW segment which is evident with increasing investments in the sector. SFW is attracting investment not only from VC and PE funds but several profitable verticals. As investors focused on evolving technologies, we are already invested in this space through COVEnet which is an end to end SMART IoT wearables platform and Momspresso, which is India’s largest platform for wellness of Moms. YourNest will continue to focus on investing in breakthrough deep technologies that will cater to changing consumer needs and demands.”
According to the report, growth in the SFW segment will be driven by categories like beauty treatments, fortified/ functional packaged food, sports, personal care products, beauty centers and dietary supplements that are likely to grow at a CAGR of 20-30% till 2022. Increasing affluence, sedentary lifestyle, increasing awareness about fitness and development in sports infrastructure has led to greater consumer interest towards the segment that has in turn led to larger investor interest in sports, fitness and wellness (SFW) segment.
Finalist Teams include 2 from Columbia College Chicago, Lycoming College Pennsylvania and SupdePub School of Communication France
New York Festivals Global Awards® Young Globals competition & internship program has announced the 2018 competition Finalists.
This year, the Young Globals entries were up a staggering 300% over last year and the competition received student submissions from 4 continents around the globe.
The Young Globals, now in their 4th year of championing young creatives, is the only college/portfolio school competition for healthcare advertising that offers students an opportunity to submit their creative work based on a challenge brief provided by the sponsoring agencies. The competition provides students with a chance to take on a truly topical issue and the opportunity to earn a prestigious Global Award, as well as the experience to test drive their career in healthcare advertising. Launched to identify and recognize emerging creative talent from around the world, Young Globals introduces students to the rewards of working in the healthcare and wellness advertising industry.
2018 Young Globals Finalist Teams:
Team “End the Opioid Trend” – Columbia College Chicago, USA
Kyle Albaugh - Copywriter
Anielle Debenny - Art Director
Rachael Kim - Strategist
Team “Lethal Madness” – Columbia College Chicago, USA
*(shared responsibilities for art direction, copy, and strategy)
Team “#usealternatives” – SupdePub School of Communication, France
Aymeric Chevalier - Copywriter
Dimitri Szymansk - Art Director
Team “Opioid Gang” – Lycoming College, Pennsylvania, USA (team of 1)
*(responsible for art direction, copy, and strategy)
Students were invited to create a speculative campaign inspired by a challenge brief for the (fictional) National Opioid Addiction Prevention Council for their project Push Back on Opioid Use. Students were asked to raise awareness about non-opioid alternative pain options as well as opioid addiction and target the audience that feels personally immune to the possibility of becoming addicted to opioids, underestimating how quickly an addiction can occur when simply using prescribed opioid medications.
Finalists were selected by the 2018 corporate agency sponsors Publicis Health/Saatchi & Saatchi Wellness and Calcium. Teams led by Kathy Delaney, Global Chief Creative Officer, Publicis Health/Saatchi & Saatchi Wellness. Steven Michaelson, Founder / Chief Executive Officer, Calcium evaluated submissions to determine student entries achieving Finalist status.
All 2018 Finalist teams will be interviewed by the Young Globals sponsoring agencies to determine the 2018 Young Global award-winner. Award winners will receive the prestigious Global Award, have their work showcased at the 2018 Global Awards ceremony and will be given the opportunity to experience a paid internship, (minimum of one month) based on their availability, at this year’s sponsoring healthcare agencies.
Both Calcium and Publicis Health/Saatchi & Saatchi Wellness agencies will partner as official corporate sponsors as well as mentors for the next generation of young creatives by providing internship opportunities to the 2018 competition’s winning team.
The annual Young Globals competition is open to all college and university students, including portfolio centers, who are exploring advertising, marketing, art, design, creative writing, technology, or similar areas of creative focus.