25 September 2021 05:00

MediAvataar's News Desk

MediAvataar's News Desk

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Times Network, India’s premium broadcast network, has named seasoned financial & business journalist, Nikunj Dalmia as the Managing Editor of its soon to be launched Hindi Business News Channel, ET NOW Swadesh.

In his new role, Nikunj will lead all editorial decisions and oversee the management of the channel besides continuing his role as the Managing Editor of the Network’s English Business News Channel, ET NOW, where he hosts the shows, The Market and Closing Trades.

With over 2 decades of experience in tracking corporate India, government policies, domestic & global economies, Nikunj has witnessed some of the biggest financial events and has built a reputation of understanding the dynamics of the markets. One of India’s most renowned Business News anchor, Nikunj has gained the respect of the market voices, as well as the trust of viewers who tune in to his shows.

Commenting on the development, MK Anand, MD & CEO Times Network, “Nikunj is a Network stalwart and has played a pivotal role in nourishing and growing ETNOW since its inception. In the Indian Business Journalist community, he is peerless with a reputation built on in-depth knowledge of financial markets, businesses and micro & macro-economic trends. Nikunj has been instrumental in shaping and sustaining ETNOW’s market leadership. True to our motto, Rise With India, ETNOW has delivered breakthrough stories that has redefined the Indian economic landscape and is the preferred choice of the country’s top policy-makers, corporates and business news viewers. We are thrilled at the launch of our second Hindi news offering, ET NOW Swadesh and I am confident Nikunj will lead this new mandate to its glory and success, and further raise the bar for the Hindi Business News Category.”

Commenting on his new role, Nikunj Dalmia said, “I am really excited to take on this new mantle and look forward to working with a talented and determined team of journalists and crew. With a unique content offering that is focussed on empowering viewers with the knowledge that will enable them to be part of India’s growth story, ET NOW Swadesh will sharply differentiate itself from other players in the Hindi Business News category.”

Catch the event live on Fever FM Facebook and Youtube channels on 24th, 25th and 26th September, 5pm- 10pm.

Hindustan Times One of the most prestigious media houses from India along with its Flagship radio brand Fever FM, is creating a digital confluence of the most influential new age icons who’ll come together to Inspire Millions of Indians to Bounce Back.

Fever FM presents Bounce Back Bharat Festival- A mega virtual celebration streaming from 24th to 26th September, 5 pm to 10 pm daily, when the entire nation comes together on the Digital Space and creates Positivity, Hope & Optimism. The 2nd Wave of the COVID Pandemic threw huge challenges at us. Now that we have overcome it, It’s time to come together and Recreate our Future… It’s time for Bounce Back Bharat (India) Fest !

The digital extravaganza promises an array of speakers and guests which includes, Sports heartthrobs, top Indian Musicians lifting the mood of the nation with their power-packed performances, Indian movie stars talking about their personal Bounce Back stories and Indian business leaders sharing how their companies are Bouncing Back.

The list of speakers is testimony to the star studded gala that the Bounce Back Bharat Fest is going to be. Celebrated Indian Icons, Neeraj Chopra, Akshay Kumar, Manoj Bajpai, Pankaj Tripathi, Pratik Gandhi, Tapsee Pannu, Kapil Sharma, Sunil Grover, Zakir Khan, Amit Tandon, Kaliash Kher, Bhuvan Bam, Kunal Bahl, Vipul Prakash are part of this festive event.

Ramesh Menon, CEO – Radio and Entertainment, HT Media Ltd and Next Mediaworks Ltd. said, “Bounce Back Bharat Fest is an initiative by Fever FM to celebrate the extraordinary spirit of India and it’s exceptional people from all walks of life. The stellar line up ensures that we get the audience hooked to the screens all throughout, as the biggest celebs from the Indian diaspora join hand with us to uplift the mood of the nation. The event would be premiered live across FB & YT handles of Fever FM on 24th, 25th and 26th Sept. I will not miss it for the world, so should you!”

 

Global pitch decision in favour of Omnicom Group, with a long-term partnership planned to launch under the name ‘Team X’ beginning January 2022

Mercedes-Benz is bundling its global media, brand and performance marketing activities across all phases of the customer journey in an international agency network

After the merger of the new, fully integrated PR & Marketing unit under the leadership of Bettina Fetzer, the next step for strengthening the brand presence will follow with the further development of the agency network

Creating globally consistent brand experiences across all customer touchpoints

After merging the communication and marketing departments within the company, Mercedes-Benz is now taking the next step and fundamentally repositioning itself on the agency side as well, consolidating its global marketing communication scope with ‘Team X’ from Omnicom. This arrangement, which is unique in the industry, will create a fully integrated, global agency model – from performance content development to media playout and success measurement – which can serve interested parties and customers with relevant information at all contact points of the customer journey. This consolidation on the agency side is to follow the internal consolidation of performance marketing activities into international hubs in the four regions of the United States, Europe, China and Overseas. As a basis for content production, an efficient process for digital image and moving image production is being established which can present the required communication content and formats for personalised communication with the customer on a large scale.

Prior to the six-month selection process, the areas of responsibility of the two agency groups that are currently enjoying a very successful working relationship with Mercedes-Benz were redefined and re-evaluated in a multi-stage selection process, with the aim of consolidating into one partner. The focus of the tender was primarily on the further development of digital and data-based media, as well as brand and performance marketing activities, which assure the customer-centric approach to all target groups along the customer journey – online and offline. In addition to the processes of change in marketing and sales driven by the digital transformation, the aim for the new agency set-up is also to simplify marketing operations. In order to consistently increase marketing effectiveness and efficiency, the intelligent use of data along the customer journey should also be accelerated.

As the budget holder of global media activities, Omnicom Group was convincing in this selection process, and as the new holistic partner, will ensure seamless development and playout process both on- and off-site for the corporate and product brands of Mercedes-Benz, on a global basis. The new agency unit will commence operations under the name ‘Team X’ in January 2022, and will have cross-divisional responsibility for a large number of Mercedes-Benz business units in more than 40 markets worldwide. A long-term partnership is planned.

“With this decision, Mercedes-Benz is setting the next milestone in consistent customer communication on all channels – online and offline. By bringing together a new, fully integrated unit, Mercedes-Benz is re-orchestrating all of its communication content across all channels to deliver a data-driven, personalised and seamless brand experience for customers at all touchpoints worldwide. This is where ‘Team X’ will act as our holistic, fully networked agency partner for globally sustainable, efficient and effective communication,” says Britta Seeger, Member of the Board of Management of Daimler AG and Mercedes-Benz AG responsible for Sales. “Our goal is to build the most desirable cars in the world – we also want to convey the desirability of our products as well as our esteem for our customers in every contact with our brand,” says Seeger.

“We share the importance of this moment and feel privileged to partner with Mercedes-Benz as they transform and merge their Global Marketing and Communication activities”, says John Wren, Chairman and CEO of Omnicom Group. “Mercedes-Benz was looking for a holistic agency partner that could help deploy a sustainable and globally consistent luxury experience for the company’s brand promise around the world for the first time. Our newly formed ‘Team X’ delivers on that goal, creating a streamlined global structure with clear single points of contact as well as innovative data and analytics connected in every layer. We look forward to supporting Mercedes-Benz in a long-term partnership to further increase the desirability of its brand portfolio and pioneer the creation of personalized and highly effective customer communications.”

Globally consistent and brand defining experiences

To further develop the brand’s luxury positioning, Mercedes-Benz is also focusing even more on generating brand-defining experiences that lie outside the classic campaign – from events to collaborations. To this end, both agency groups involved in the pitch were additionally asked for a concept for a fully integrated global creative agency. This is intended not only create a globally consistent brand presence, but also consider the special cultural and social characteristics in the relevant regions.

To this end, Omnicom Group presented a compelling approach, envisioning an integrated and tailor-made agency solution unlocking a holistic view of the consumer across every brand-defining touchpoint, experience and moment along the customer journey. The model combines the ability to further augment desirability for our brand portfolio while using powerful data to identify and capture future demand potentials. Working closely with the Mercedes team, Omnicom Group plans to further refine the model, bringing together best-in-class specialists across disciplines within their existing agency network in the United States, Europe and China – as well as from long-standing Mercedes-Benz agency partners antoni und OSK.

“The creative unit with hubs in the US, Europe and Asia will take local needs into account early into the strategy and creative work, and adapt global brand presences in a regionally nuanced way. In addition, together with all regions, we want to significantly strengthen the communicative and experience-oriented proportion of brand communication. In parallel, we will work as a team on continuous brand development and the design of our style-defining appearance across touchpoints and audiences – in all regions and markets. One presence, one brand experience – one “Mercedes look and feel” for all brand-defining activities worldwide – that is our goal,” says Bettina Fetzer, Vice President Communications & Marketing
Mercedes-Benz AG.

Fair and transparent selection process with commitment to sustainability

Selection of the new agency was based on a standardised procedure involving all participating regions and Mercedes-Benz business units. In order to guarantee a fair and transparent process, the agency services presented were assessed according to uniform criteria and collated to form an overall result using a predetermined weighting key. Evidence of and commitment to a sustainable business strategy was a relevant part of the selection criteria. Throughout the process, Mercedes-Benz also followed the common guidelines of the World Federation of Advertisers (WFA) and the European Association of Communications Agencies (EACA) on conducting pitches.

Further, these sales are expected to clock $9+ bn GMV during the whole festive month, according to homegrown consulting firm RedSeer’s latest eCommerce Festive Season Report.

This year’s (2021) festive sales (Gross GMV) is expected to grow 30% y-o-y to $4.8 billion during the first week of festive season and potentially clock $9+ bn GMV during whole festive month, according to homegrown consulting firm RedSeer’s latest eCommerce Festive Season Report. This is a 23% increase from last year wherein the players clocked a GMV of $7.4 billion.

The growth will be mostly driven by the accelerated online adoption which has been witnessed as an effect of Covid. Secondly, Tier 2+ will continue to drive growth as they are 55-60% of the total shopper base this year, similar or higher than 57% in 2020 festive days.

On the other hand, as offline retail and mobility is recovering almost upto Pre-Covid levels, this will impact the online festive sale as customers may opt for offline shopping as well.

Further, categories have been evolving differently during these months which will see an impact during the festive sale as well. While mobile will continue to dominate driven by new launches, electronics are expected to see the second highest demand driven by the wide range of selection, easy payment options including EMIs and Buy Now Pay Later among other factors. Additionally, Fashion is also expected to see a steady recovery this festive season with greater outdoor mobility of consumers and steady rebound of fashion and office wear.

The report finds that the sellers are very bullish on this year’s sales and are looking to recover the losses suffered due to Covid. Nearly 80% of the sellers agree that festive sales will play a key role in recovery from Covid losses while 70% agreed that the bigger online players have been supportive and positive which led up to the sales event.

The overall online GMV is expected to touch $49-52 billion which is around 37% growth from last year primarily driven by strong consumer funnel expansion and the high adoption of online
shopping post Covid across the categories.

“We believe that the 2021 online festive sales will continue to ride on strong tailwinds of greater consumer digital adoption supported by an increasingly positive macro and consumption sentiment post the Covid second wave has passed. At the same time, we see strong bullishness in sellers towards online festive sales as ~80% of them believe that the festive sales will enable them to drive strong sales growth and make up for the losses during Covid period. Driven by above, we expect strong 30% y-o-y growth in festive sale week in 2021 to reach $4.8 Bn in Gross GMV with growth across categories, and setting the stage for a strong year for eCommerce in 2021,” said Mrigank Gutgutia, associate partner at RedSeer.

 

Picks exclusive rights of Season 1 & 2 for the critically and commercially acclaimed series

To air from Monday to Friday starting October 11, 2021 at 8:30 pm

India’s youngest and fastest-growing Hindi general entertainment channel, The Q, continues to ride high on innovation and content. In an endeavor to place its viewers on the highest pedestal, The Q is all set to enthrall television audiences by bringing MX Players’ critically and commercially hit limited series Aashram to Indian homes. Directed by Prakash Jha, Aashram is a limited series and one of India’s most popular ones in thriller and crime genres, with Bobby Deol as Kashipur Waale Baba Nirala in lead role. Supported by a stellar cast, Aashram also features prominent personalities such as Tridha Choudhury, Aditi Sudhir Pohankar and Anupriya Goenka among others. The first season of Aashram will air exclusively on The Q starting Monday, October 11, 2021 at 8:30 pm and will air from Monday to Friday.

A crime fiction drama inspired by true events, Aashram was launched in 2020 and quickly became a topic of discussion in the virtual world. Aashram revolves around the story of Baba Nirala, an actual conman who ensures that his devotees or followers devote their wealth to him and stay attached to the Aashram. The story unfolds as SI Ujagar Singh (portrayed by Darshan Kumar), a police officer goes on to unravel and investigate more about the Aashram and Baba Nirala. With a gripping storyline, each episode is filled with mystery and is sure to keep viewers engaged and wanting for more.

Speaking on the synergies between digital and television and on bringing Aashram for linear TV viewers, Simran Hoon, CEO at The Q said, “Great content does wonders irrespective of its platform. Having understood the pulse of our viewers, we at The Q continue to make efforts in bringing content that is strong, and unique with a compelling and relevant plot and storyline. Airing Aashram on TV is in sync with our strategy to bring the best from digital to TV. We will continue to pioneer with such initiatives to help strengthen The Q’s position in the industry while being the preferred entertainment destination for viewers across India.”

Adding to this, Tanya Shukla, Programming Head at The Q said, “Aashram unfolds a great story and given its relevance in today’s day and age, it is sure to strike the right chord with our viewers. The Q has constantly engaged viewers with fresh and unique concepts. Television is a medium that brings families together and by bringing a high end limited series on television, we aim to provide our viewers with the most engaging form of entertainment. We will continue bringing such compelling stories from the digital world for our discerning viewers.”

The Q will premiere the first season of Aashram on television exclusively on Monday, October 11, 2021 at 8:30 pm and will air from Monday to Friday followed by the telecast of the second season to keep the viewers engaged with entertaining content.

 

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