13 April 2021 05:29

MediAvataar's News Desk

MediAvataar's News Desk

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Studies conducted by Kantar & Orbit; based on actual, anonymized data to determine the effectiveness of ICA

In a first-of-its-kind study to understand the effectiveness of In-Content Advertising, Whisper Media released insights on the effectiveness, efficiency and impact of In-Content Advertising (ICA) on TV audiences across GEC genres in India. The insights of this study on ICA were derived by Kantar, the world’s leading evidence-based insights and consulting company and Orbit, a Singapore based research and analytics company.

In-Content Advertising digitally embeds the advertising communication of Brands into the content at the post-production phase and is deemed to be the most cost-effective and operationally efficient process in branded content integration, thereby retaining the editorial value. Whisper Media is the Global Leader in such integrations and began their India operations in January 2019. For the purpose of this in-depth study, Whisper Media shared 2 years of historical, anonymized data based on their 100 campaigns across 15 brands.

The research was undertaken across three broad parameters/metrics: Reach, Viewability and Recall. The Reach was measured by using BARC’s Yumi Analytics to ascertain number of users exposed to the campaign, GRPs and frequency, both pre and post campaign. The Viewability was gauged using Eye Tracking studies, which evaluated the attention and focus of the viewer on ICA placements and the time spent by them viewing the campaign. Finally, Recall is an outcome of all parameters to understand the enhanced attention on the content.

Key findings of the study:

● Across GECs, on an average, 10 points increase is seen in Spontaneous Brand recall as compared to non-ICA campaigns, with Hindi Speaking Markets and Tamil GEC showcasing an uplift of more than 15+ points

● The eye gaze data indicates that close to 90% of the consumers have seen the brand/product via an ICA and typically spent about 5 seconds observing the same

● 7 points jump noticed in the key message being recalled with ICA

● While in-content embeds bring in an uplift for brand as well as ad recalls, it also pushes the Intention to Purchase/Continue using the product by a small margin of 4 points in the regional GECs, hence pushing the overall likeability & favourability of the ad in the ICA format.

● As compared to TV break ratings, viewership showcased a lift of close to 15% across campaigns with ICA

Commenting on this, Anil Cheriyedath, Director - Marketing & Strategy, Whisper Media said,” India is the largest content producer globally, and GECs remain the biggest drivers of this production where brands prefer to reach the target audience. Brand integrations have always been around in the entertainment industry, but with these studies, it shows the In-Content Advertising through digital embeds have also shown acceptance by brands and audience across all GEC markets which includes the regional and Hindi Speaking Markets. The challenge that integrations faced in India was the measurability aspect, and with that in place through BARC YUMI Tools, it has become easier to validate claims of showcasing effectiveness of ICA campaigns through such unique studies”

The methodology for this survey was undertaken through two groups: Controlled – not exposed to ICA and Exposed to ICA. For Controlled, the respondents were shown a combination of various TVCs like in a break, and for Exposed, each of the respondents were shown a video of 5-8 minutes. Each group was asked to answer few questions 10 minutes after watching the visual content.

Dubai will host the 4th edition of the WION Global Summit on March 24, 2021, at the Oberoi.

The day-long summit will bring together thought leaders and global policymakers from around the World.

India's External Affairs Minister Dr. S. Jaishankar will grace the event as Chief Guest.

India's envoy to the U.A.E. Pavan Kapoor will deliver the welcome note on behalf of the host nation.

Former U.S. National Security Advisor John Bolton, and Japan's minister of State for Defence, Yasuhide Nakayama will deliver keynotes for various session.

A wide range of panelists will dissect the most pressing challenges with the aim of exploring effective solutions. On the panel will be Jason D. Greenblatt, former White House Middle East envoy under former US President Donald Trump, Ranil Wickremesinghe, Former Prime Minister of Sri Lanka, Michael Tsai, Former Defense Minister of Taiwan, Alexander Downer, Former Foreign Affairs Minister of Australia, Gilles Babinet, Digital champion at the European Commission for France and many others.

The Summit would be attended by Sudhir Chaudhary, CEO & Editor-in-Chief of WION. The sessions would be moderated by Palki Sharma Upadhyay, the Executive Editor of WION, and international TV presenter Ali Aslan.

The event will have four sessions, on West Asia's changing geopolitics, the post-pandemic World order, World economy, and the new digital reality, respectively.

For the last three years, the WION Global Summit has been at the forefront of intellectual exchange and thought leadership. Over the years, the summit has hosted Presidents, Prime Ministers, ministers, economic advisors, and various global leaders. It has been at the cutting edge of new ideas, innovations, and experiences.

Watch the 4th edition of the WION Global Summit: Power play in a post-pandemic World LIVE on 24th March on WION, starting 10:30 AM local time (12:00 PM IST, 6:30 AM GMT).


Sunrisers Hyderabad, the Sun Group owned franchise and a team, which has been consecutively qualifying for playoffs since 2016, revealed a slew of sponsors for the fourteenth edition of Indian Premier League. The tournament is back in India and kicks off on 9th April.

JK Lakshmi Cement Ltd. leads the massive line-up as the title sponsor. The cement brand continues its association with the team from last year, along with Ralco Tyres as a principal sponsor. The franchise has added Kent RO as another principal sponsor to its portfolio.

Jio, TCL, Dream 11, Jai Raj Steel, Nerolac and Colgate have all been retained as sponsors for IPL Season 14, with their logos and branding set to be prominently displayed on the team’s match kits. Kotak Bank, Tyka, IB Cricket, Double Horse and Fancode have also continued their partnership with the franchise. Spektacom is a new addition to the list of partners.

Commenting on the development, Mr. K. Shanmugam, CEO, Sunrisers Hyderabad, said, “We are excited to have so many coveted brands on board for the 2021 edition of Indian Premier League. Last year has been extremely tough for all of us, business-wise and personally. However, with the incredible support of our invaluable sponsors and fans, we managed to beat the woes and come out strongly with a super successful season. We hope that our partnerships continue to grow from strength to strength and we come back even stronger this year.”

The week-long Holi fiesta will span across morning devotional, Holi special music property, special episodes of Hasi Ke Rail Chhut Na Jaye, a film festival and culminate on a grand note with the world TV premiere of Shubh Vivah on March 28

As we march towards the celebratory mood of Holi, also celebrated as Faguaa across the regions of Bihar, Jharkhand and Purvanchal, ZEE Biskope leaves no stone unturned when it comes to entertaining and engaging with its audiences during one of the biggest festivals in the region. The festival of vibrant colours brings with it fun and frolic clubbed with music, dance, sweets and what not. Such has been the fervor of the occasion, that it has been a part of many popular Bhojiwood movies where many iconic songs have made the audience dance to its tunes. ZEE Biskope is all set to raise the bar this Holi with entertainment of all hues and colours. Right from the morning band till evening prime time, the brand sets in the Holi celebrations over a week culminating with the world television premiere of Shubh Vivah on March 28 at 6:00 PM.

The merriment will begin in the morning with a devotional Holi special song property Awadh Me Udele Gulal followed by a fun-entertainment led Holi special Fagua Beats – Jogi Ra Sa Ra RaRa that will rev up your mood through groovy Holi songs. Starting 23 March till 26 March, the channel will also telecast Holi special episodes of its comedy show Hasi Ke Rail Chhut Na Jaye scheduled Mon to Fri at 9 pm.

Adding to this special offering, ZEE Biskope brings ‘Hasi Thitoli – Happy Holi’ – a week filled with fun and entertaining movies that depict the key elements of the festival like colour, joy, comedy and some light-hearted banter between friends. The week of Holi will start on 22 March with the film Nirahua Hindustani 3, that features Nirahua aka Dinesh Lal Yadav and Amrapali Dubey. It will be followed by Dabang Sarkar, featuring Khesari Lal Yadav and Aakanksha Awasthi in prominent roles, on March 23. Featuring Amrapali Dubey and Manoj Tiger in the lead roles, Lagal Raha Batasha will be the next offering in the pipeline to be telecasted on March 24. Up next, March 25th will be dedicated to the movie Nirahua Satal Rahewhich stars superhit jodi of Nirahua and Amrapali Dubey. Audience will be delighted with Dulhin Ganga Paar Ke, a Khesari Lal Yadav and Kajal Raghwani starrer, on March 26 and Ghoonghat Mein Ghotala, starring Pravesh Lal Yadav, Mani Bhattacharya, and Richa Dixit, on March 27. Making for a very eventful evening with the family, each of these movies will be telecasted on prime time at 6:00 PM time-band.

The grand Holi celebration will culminate with the world television premiere of the blockbuster ShubhVivah featuring Pramod Premi & Chandni Singh in lead roles. A special appearance by Amrapali Dubey & Anjana Singh in the feature film will further elevate the entertainment quotient. With a strong story line, the movie is filled with some fun moments, interesting dialogues, action, drama and some energetic dance numbers that is sure to make viewers tap their feet.

Sharing his thoughts on the occasion, Samrat Ghosh, Cluster Head East, ZEE Entertainment Enterprises Ltd. said, “The magnanimity that this festival holds amongst people in the region who celebrates it amidst much pomp and gusto is astonishing. We have always strived to be a people’s brand and establish an affinity with the brand. Our Faguaa offering will not only expand our reach but also present a wide array of properties for advertisers to choose from and connect with our audience during festivities.”

Amarpreet Singh Saini, Business Head, ZEE Biskope & BIG Ganga said, “As a brand, we keep our audience at its core and curate a host of innovative and festive offerings keeping their topical preferences in mind. As the region sets in the mood of Faguaa, our brand will rejoice their merriment with a host of colourful movies, a WTP& a 2-hr special comedy show. We hope this specially curated entertainment dose will multiply the celebration for our viewers and elevate the family viewing experience.”

CNBC-TV 18 India Business Leadership Awards (IBLA) presented by Standard Chartered Bank, the country’s largest and most prestigious celebration of business leadership and entrepreneurship concluded its 16th editionon a grand note.

Themed, ‘Leaders of Change’, the virtual event was hosted by the channel’s Managing Editor, Shereen Bhan, and Executive Editor, Latha Venkatesh on 19th March 2021. It was followed by a keynote speech presented by Dr. Krishnamurthy Subramanian, Chief Economic Adviser of India. Over the years, the awards ceremony has honored the highest achievers and visionaries that have led India’s glorious journey.

The Awards evening began with an introduction to an impressive jury panel comprising K V Kamath, Former President of the New Development Bank; Zarin Daruwala, Cluster CEO, India and South Asia markets (Bangladesh, Sri Lanka and Nepal), Standard Chartered Bank; Dr. Sanjiv Goenka, Chairman, RPSG Group; Rajesh Gopinathan, CEO and Managing Director, Tata Consultancy Services; Nisaba Godrej, Chairperson& Managing Director, Godrej Consumer Products Limited, Dinesh Khara, Chairman, SBI, and Sanjiv Puri, CMD, ITC. Showcasing India’s undisputed leadership in steering through the pandemic of 2020, Chief Economic Adviser of India: Dr. Krishnamurthy Subramanian spoke about Budget 2021, Economic Survey 2021, Labor laws, and the country’s expansive vaccination drive.

Honoring the most deserving achievers in the India business landscape, CNBC-TV18 presented a posthumous Hall of Fame award to Former President of India, Pranab Mukherjee.The award recognized the contribution of Mukesh Ambani, Chairman, Managing Director, Reliance Industries Ltd for taking brand India global. Uday Kotak, Executive Vice Chairman and Managing Director, Kotak Mahindra Bank was bestowed with the honour of the Outstanding Business Leader of the year. Nestle India was recognized as the Outstanding Company of the Year, respectively. In a first, the award ceremony also recognized Team Dharavi, Indian Medical Association (IMA), and The Trained Nurses Association of India as COVID Champions for their undeterred commitment to fight the ongoing pandemic.

Sharing her views, Shereen Bhan, Managing Editor, CNBC-TV18 said, “The success of CNBC-TV18 IBLA, over the years, is a testament to our dedication and commitment to cover India's journey to success. A part of which is contributed by leaders of various industries who have continually challenged, disrupted, and sustained in an ever-evolving business landscape. Owing to the pandemic, we hosted IBLA virtually as a week-long initiative featuring incredible dialogs on the way ahead, sharing ideas, and crafting solutions for the country's economic growth. We congratulate this year's IBLA winners and hope to see a better and healthier future for all.

Building-up to the main awards night, IBLA commenced with a special Townhall held on 5th March 2021 featuring Honorable FM Nirmala Sitharaman in the presence of eminent industry leaders to talk about economic policies, budget norms, and key learnings to pave the way for India’s economic growth. The next session saw Shereen Bhan moderating and discussing the road ahead to improve women participation in the labour force, and the need for more women entrepreneurs in the Indian business ecosystem. The line-up of knowledge-parsing sessions also presented a special Startup panel consisting of Nitin Kamath, Founder & CEO of Zerodha; Vivek Sunder, COO of Swiggy, Abhiraj Bhal, Co-founder, Urban Company and Prashant Tandon, Founder & CEO, 1mg spoke about their journeys of recovery, resilience, reinvention, disruption. The last session on IBLA highlighted ‘Cyberwarfare: Are We Prepared to Cope with it’ which was an exclusive conversation between Shereen Bhan and Nikesh Arora, Chairman & CEO, Palo Alto Network. A global cyber security leader, that continually delivers innovation to enable secure digital transformation.

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