The web show is presented by Tata Salt, co-sponsored by Godrej Nature’s basket and Thryocare and Cloud Nine as knowledge partner
The first episode of refreshingly original content with captivating and informative videos went live on 8th September’17
Firstpost, India’s largest and the premier platform for digital news, analysis and opinions, has been the front-runner in developing and curating innovative content for its audience. The digital platform has grown significantly in the past years and now, taking its expansive content portfolio a step further, Firstpost.com launched its first ever web show – 9 Months in collaboration with Tickled Media’s theindusparent.com - the largest online content and community platform for parents across Asia. 9 months, India’s first and only comprehensive web series is a one-stop destination that will answer all questions about pregnancy. Presented by Tata Salt, co-presented by Godrej Nature’s basket, Thryocare and Cloud nine as knowledge partner, the first episode went live on 8th September’17 and two new episodes will premiere every Friday on www.firstpost.com and on www.theindusparent.com
Meghna Pant, who is an expecting mother herself, will host the show. The series, 9 months will witness discussions on topics like what changes women can expect in their body throughout pregnancy, the necessary nutrition and exercise required, whether expectant mothers can travel, critical tests and medications to take among many more important topics and also bust myths that have been prevailing over the years. The show also features an enthralling ‘Cookout series’, where women are led through interesting recipes to tackle those pregnancy cravings.
Speaking about the launch, Azim Lalani, Business head, Firstpost says, “We at Firstpost consciously work towards generating high consumer engagement by delivering original and quality content to our audiences. Today, with the launch of 9 Months - India’s first and only comprehensive show, I feel certain that we will create a stronger connection with the audience especially expecting mothers. The strategy is to ensure that the original content itself becomes the driving force to garner traffic on the platform."
The digital platform has emerged highest in audience engagement in the month of June’17 and there has been a 300% year-on-year traffic growth, according to comScore reports from June’16 - June’17.
A while back the MSI series ‘5 Things I Know About Marketing’ featured Scott McDonald, President and CEO of The Advertising Research Foundation. One of his five things was that brand equity is hard to build and hard to shift – except in a negative direction. But is that always true?
Here is what Scott had to say in a bit more detail,
“Brand equity is a deep repository of consumer thoughts and feelings, built up in very slow accretions. This is a laborious process, accomplished through communication and advertising and, most importantly, by delivering on your product promise.”
The last point is a fundamental truth that often seems ignored by many marketers. The product experience will always speak louder than advertising. Remember what David Ogilvy had to say?
“Great marketing only makes a bad product fail faster.”
Even if you have a good product, great marketing simply amplifies what the brand stands for and helps shape how it is experienced. If the experience is not what is expected, or simply bad, then the slow interaction between what the brand says about itself and how it is experienced is undermined.
But what of Scott’s assertion that brand equity is asymmetrical – slow to build, easy to lose? Scott further states that the asymmetry is exacerbated by social media. It feels like these assertions are true but only a few brands seem to suffer the sort of swift decline suggested. I looked at data on over 5,500 brands measured across a five year time frame in BrandZ and only a fraction of brands declined in a big way. Biggest loser? Nokia. To Scott’s point, the brand was built over time by experience and communication but got sidelined when a new product redefined the category and Nokia failed to keep adapting.
If a strong brand is built on a strong business then that business has to screw up pretty badly for many people to change their minds about it. One of Scott’s other points is that people, at best, pay partial attention to brands. He is right. The sad truth is that people do not care that much about most brands and only think about them when something goes wrong. But that something has to be personal. Something that affects the individual in a way they care about. Then they will complain about their poor experience but until others feel the pain as well the damage will likely be limited.
I believe strong brands built on a great experience are more resilient than Scott suggests but what do you think? Can you suggest brands that really did screw up and went into decline? Please share your thoughts.
Written by Nigel Hollis,Executive Vice President and Chief Global Analyst at Kantar Millward Brown.
Gaana, India’s favourite music streaming app, has launched a first-of-its-kind platform to promote non-film music from artists under the brand ‘Gaana Originals’.
The platform will provide mainstream reach to music artists to launch their Original content at the same scale of a film-based music.
The first single under Gaana Originals, 'Tum Hardafa Ho', composed and sung by renowned music composer and singer Ankit Tiwari has already garnered about 1 million streams in 5 days. This puts it in the same league as most popular film songs on Gaana like Mere Rashke Qamar, Chalti Hai Kya 9 se 12, Tamma Tamma Again, Badri Ki Dulhaniya, et al. This is a new record, which also proves that audience appreciation for independent music is paramount, provided discovery and accessibility for such songs are simplified as done by Gaana.
Gaana under its ‘Originals’ platform is attempting to reimagine trends in music listening by establishing a platform to promote creativity and move beyond film-based song compositions. This is the first time ever that artists are being provided a platform to showcase their ingenuity.
Gaana Originals will feature 11 original songs from top Bollywood/Regional artists releasing one song a week. It will showcase ingenious works from best of the Bollywood & Punjabi singers like Sonu Nigam, Shaan, Ankit Tiwari, Neha Kakkar, Sona Mohpatra, Tony Kakkar, Millind Gaba, Sonu Kakkar, Gurnazar, Sachin Gupta and Soham.
Prashan Agawarl, COO, Gaana said, “It is a proud moment for Gaana to launch a platform to help artists launch non-film music in India. Unlike international markets, most music consumption in India is still Bollywood centric and this is our initiative to empower artists.”
Ankit Tiwari said, “As a composer, Original music is very important for me and many of us in this creative field. I really want to thank Gaana for giving us the platform to feature and showcase our independent work, it really means a lot to me. Also, it is so good to see that song has already crossed 1 million playouts on Gaana in just 5 days – growing much faster than compared to few top Bollywood film songs”.
One of world’s leading, most iconic brands-Puma has decided to partner with the DDB Mudra Group for the brand’s creative mandate in India. Under this partnership, the agency will be responsible for the creative strategy and execution for Puma’s marketing communication in India.
Puma has been designing, developing, selling and marketing footwear, apparel and accessories, for over 65 years. Following a long term mission of becoming the most desirable Sport Lifestyle Company, Puma distributes its products in more than 120 countries including India, where it’s the fastest growing sports lifestyle brand. It has also brought on board, India’s best known sports personality, Virat Kohli as a brand ambassador.
, “We firmly believed in new age media and have constantly strived to create our own differentiated patterns and modules; to engage with our consumers. I am confident that our partnership with DDB will help us create more resonance with our customers and bring forward the true spirit of our brand.”
The business will be led by Ranji Cherian, President and Managing Partner, DDB Mudra South and Vishnu Srivatsav, Creative Head, DDB Mudra South.
Quoting on the win, Ranji Cherian, President and Managing Partner, DDB Mudra South said “We intend to bring Puma’s unique voice to life in the sports and lifestyle category. It’s a prestigious account win for us, and a great canvas for our own capabilities and creativity. We’re relishing the challenge and the opportunity to be Puma’s partner in embedding itself in India’s consideration and culture.”
Zee Entertainment Enterprises Limited celebrates the nonconformist in you!
Launches &Privé HD for viewers who Feel The Other Side of Cinema
Channel to go live on September 24 with the premiere of the Oscar winning film ‘Moonlight’ at 1 pm
Zee Entertainment Enterprises Limited (ZEEL) is all set to strengthen its position in the English cinema cluster with the launch of its premium HD offering - &Privé HD. The channel will go LIVE across HD DTH platforms on September 24th at 1 pm and will air some of the most awaited movie titles as part of its line-up. &Privé HD will launch with the proposition of ‘Feel the Other Side’ - aiming to present high end cinema lovers movies that boast of strong storylines as well as stellar performances. With this unique concept, the channel will satiate the appetite of Indian viewers for the non-mainstream English cinema who feel the soul of the movies.
Derived from the French word Privé which means a personal or private place, the channel promises to become your personal favorite destination for good cinema. Keeping in mind the audience who crave for the alternate, &Privé HD has curated a library of niche and/or premium movie titles that have won prestigious awards all over the world. The channel will launch with the Academy Award winning movie Moonlight and will also premiere 40 critically acclaimed movies along with over 350 other celebrated titles.
Speaking about the launch, Punit Misra, CEO, ZEEL said, "We are proud to present &Privé HD to our viewers who feel the other side of cinema; audiences who have a mind of their own, who chart their own path and take the road untaken. Like the name suggests, through &Privé we wish to become your personal space for quality cinema. In the last two years, there has been a remarkable growth in the viewership of premium English movies on the HD platform. With the launch of &Privé, we wish to further accelerate this and delight our consumers. The & brand talks to the contemporary Indian who has a progressive outlook and is experimental with his/her choices. We are confident that the &Privé brand extension, with its brilliantly curated content, will find a place in the hearts of the non-conformist, discerning viewer.”
Aparna Bhosle, Business Cluster Head – Premium and FTA GEC Channels, ZEEL said, “&Privé HD with its fantastic line-up of movies will appeal to audiences that have a global mindset and a penchant for premium experiences. The curated list of movies that will be aired on the channel have multiple layers and a certain depth – something that we have realized appeals to a section of non-conformist cinema enthusiasts in India. &Privé HD will boast of a line-up of movies that will cut across genres and will hopefully remain etched in the minds of our consumers, making them truly experience ‘The Other Side’ of cinema.”
Speaking on the marketing strategy, Prathyusha Agarwal, CMO, ZEEL stated, “For our free-thinking audience who have a fierce aversion to follow, &Privé HD will fuel the drive to think and feel different. Keeping in line with their evolved design sensibilities, the Brand & Broadcast Design delivers a signature luxury visual experience that is inspired by international magazine style and semiotics. Our communication campaign is an ode to our TG who venture beyond the obvious, celebrating those who feel the other side.”
Tune into &Privé HD to feel the other side of cinema starting from September 24, 2017 at 1 pm