MediAvataar's News Desk

MediAvataar's News Desk

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From equal pay agreements to amazing comeback stories, record audiences and new media deals, women’s sports are in the spotlight now more than ever.

While they often don’t receive the same level of attention as men’s sports, a new Nielsen Sports research project highlights untapped potential and new commercial opportunities for rights holders, brands and media.


A survey across eight key markets around the world (U.S., U.K., France, Italy, Germany, Spain, Australia and New Zealand) found that 84% of sports fans are interested in women’s sports. Of those, 51% are male, which confirms that women’s sports engage a gender-balanced audience.

Interest levels in the women’s versions of specific sports tend to be greater when men’s and women’s events are staged together often for example: track and field, tennis, triathlon, mixed martial arts and extreme/action sports.

Of the general population across the eight markets surveyed, 45% would consider attending a live women’s sporting event, and 46% said they would watch more if women’s sports were accessible on free TV.

Of those who said they had no interest in women’s sports, 38% said they hadn’t watched, but “could be interested,” revealing the potential market for rights holders and other stakeholders to engage those who aren’t currently following women’s sports.

Attributes associated with women’s sports demonstrate several of the values that brands should seek to associate with, further revealing potential for commercial growth in women’s sports. Specifically, respondents see women’s sports as more progressive and inspiring, less money-driven, more family-oriented and cleaner than men’s sports. Women also see women’s sports as even more inspiring than men do.

For brands interested in associating with women’s sports, it’s worth noting that three quarters of those interested in women’s sports can name at least one brand involved in women’s sports, and 63% of people say they believe brands should invest in both women’s and men’s sports.

As VP-Marketing at Shalimar Paints, Minal will focus on accelerating growth and enhancing brand equity to boost India’s sharing economy

With a century-old legacy and rich heritage, Shalimar Paints is India’s iconic paint-maker. Established in 1902, the country’s first paint company is focused on accelerating growth and enhancing brand equity to boost India’s sharing economy. Driven by this vision, the company has announced the appointment of Minal Srivastava, an industry stalwart holding rich, cross-functional business experience of over 15 years, as the Vice President of Marketing at Shalimar Paints.

A change leader who has played important roles in the turnaround of Product Portfolios, Brands, and Businesses – as well as enhancing P&L as part of leadership teams – in India, Asia Pacific, and Sub-Saharan Africa, Minal holds extensive expertise in a wide range of marketing skills. An alumnus of IIM – Ahmedabad and MICA, Minal has also mentored multiple start-ups and turned around their businesses towards better revenues and growth.

Commenting on the appointment, Mr. Surender Bhatia, Managing Director and CEO of Shalimar Paints Limited, “We are excited to have Minal on board at this crucial juncture of our growth story. Minal has established herself as an expert in the marketing industry with great ideas and stellar achievements. We look forward to leveraging her expertise and strategic business management capabilities for the growth of Shalimar Paints.”

Prior to joining Shalimar Paints, she was the Lead Retail expansion at Apple, spearheading the expansion for the first-ever Apple-led retail format in India and scaling the same. Minal was also associated with KOHLER as its DGM, Marketing and was responsible for the development of the company’s national marketing programs and strategic planning. In the past, she has also worked with USHA, Fulcrum, and Zenith Optimedia.

Storage Wars: Season 5 premiering on 8th October, 2018 on HISTORY TV18 

One person’s trash is another’s treasure, and to prove that right, HISTORY TV18 brings to you the latest and largest untapped source of hidden treasures, with Storage Wars: Season 5 premiering on the channel on 8th October 2018 at 10:30 PM. America’s favourite treasure hunters are back in action and ready to up the ante on the auction and trading business, from coffins to the world's most valuable comic book collection.

Storage unit auctions are the newest and biggest untapped source for hidden treasure! Storage Wars is a special kind of treasure hunt, where, if you're lucky, bidding can make you rich. Bidders range from twenty-something's out for fun and adventure, to husband and wife teams looking to make fast and large cash. By paying as little as ten dollars for items valued in the millions, Storage Wars is all about bidding on unclaimed properties hoping to strike gold! To the old fantasy of finding a fortune in old boxes or cupboards, Storage Wars brings to you the thrill of the auction, the suspense of the locker reveal, and the final verdict on strange wooden sculptures, cigarette cases, or Star Wars figurines!

In each episode the bidders head to storage units and wait anxiously for the big reveal of what is behind the door. After the auction is over the crew follow the successful bidders to see exactly what they have bought. Will they find a fortune or have they bought something that's only fit for the bin?

Watch these treasure-seeking scavengers bid on the largely unknown contents of repossessed and abandoned storage units, on this twenty episodic series!

Let the bidding begin only on HISTORY TV18 on 8th October, 2018.

The agency wins 5 Golds and 4 Silvers at the 2018 ACEF Awards

iProspect India, the digital performance agency from Dentsu Aegis Network, has swept the 2018 edition of the Asian Customer Engagement Forum’s (ACEF) Awards.

While iProspect India’s CEO Rubeena Singh was named the Marketing Leader of the Year, the agency bagged 5 Golds and 4 Silvers. iProspect bagged the Golds for its WhatsApp campaign in the Excellence in Customer Service Strategy category, Look Good, Do Good campaign in the Most Admired Not for Profit Marketing Campaign category, Mutual Funds Sahi Hai campaign in Excellence in Partner Marketing & Most Admired Campaign for Brand Revitalization category and #MarchToInvest campaign in Marketing Performance Measurement. The last four awards were won by iProspect India and the media agency network, Denstu X.

Meanwhile, it won the Silvers for its #inLOVEwithSWITZERLAND campaign in Excellence in Brand Management, Khushiyon ka Upgrade in Excellence in Consumer Insight – Market Research & Marketing Performance Measurement and for its WhatsApp Campaign in Excellence in Launch Marketing.

Commenting on the wins, Rubeena said, “A leader is nothing without the team. I believe in team effort and want to thank my team at iProspect for always performing beyond my expectations. The teams have time and again showed their mettle and these awards are the reward of everyone’s hard work. We want to thank all our partners to trust us in their growth plans.”

There are plenty of quote collections from the world’s richest man floating around out there, but Jeff Bezos just has a habit of saying smart things. Perhaps if we marketers listened to him more, rather than running off after the next shiny object, we would all be a little bit smarter and more effective.

Plan ahead

In a recent interview in Forbes Bezos talks about the importance of planning for the future and creating a roadmap for success that allows everyone in the company to know what actions can be taken without a constant need for approval. He states,

“I very rarely get pulled into the today. I get to work two or three years into the future, and most of my leadership team has the same setup.”

Bezos understands that this quarter’s results were baked in three years ago and that no amount of fine-tuning and optimisation is going to make up for the wrong strategic decision. Having a clear strategic road map enables widely dispersed teams to work effectively and enables them to act quickly to seize incremental opportunities without seeking approval from multiple layers of management. It is just the same when it comes to brand building. If you want to move fast, know where you are going.

Make sure it is different

When it comes to the big new ventures, where Bezos characterizes himself "chief slowdown officer" he first assesses its uniqueness,

"We have to have a differentiated idea. It can't be a 'me too' offering.“

I know I am a broken record on this subject, but if you don’t believe me maybe you will take it as gospel if it comes from someone who built one of the most valuable brands in the world: you will not grow your brand by doing the same as everyone else. That applies to everything from the basic offer to the customer experience and how you advertise the brand.

Earn people’s attention

Bezos identifies a laser-like focus on customer experience as the reason for Amazon’s success, but when he talks about developing content for Prime all marketers ought to take notice,

“You can have the best technology, you can have the best business model, but if the storytelling isn't amazing, it won't matter. Nobody will watch.”

Just as with the Amazon business overall, when it comes to developing content Bezos starts with the human, not the technology. In an age of content overload only the most remarkable, inspirational or useful is going to earn people’s attention.

Those are just a few of my favourite Bezos quotes.


Written by Nigel Hollis, Executive Vice President and Chief Global Analyst at Kantar Millward Brown

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