02 December 2020 02:53

MediAvataar's News Desk

MediAvataar's News Desk

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Media veterans Shyamanga Barooah and Biswarup Gooptu come on board

In yet another bullish move, Indian short-format video app Mitron TV announced the expansion of its leadership team with two senior hires. Ex Bytedance executive Shyamanga Barooah comes on board as Head of Content Strategy and Senior journalist Biswarup Gooptu, who spent 10 years at the Economic Times, joins as Head of Partnerships & Policy. In his new role, Biswarup will focus on driving public policy for the company and building government alliances. Shyamanga will be responsible for developing and optimizing a tailored content strategy, whilst driving the best content practices for internal and external stakeholders.

Shyamanga Barooah is a seasoned media professional with over 20 years of experience in journalism, content creation and management. Prior to his current role, he was the Content Operation Head of Helo and Chief Editor of News Republic, which is part of ByteDance Inc, the parent company of TikTok. Shyamanga has also worked for global firms like Cheetah Mobile and leading media houses like India Today, Times Internet and Hindustan Times. A former member of a blues band, he continues to follow his passion for music.

An alumnus of Cardiff University UK, Biswarup is a media veteran with over 15 years of experience in journalism. During his stint at the Economic Times, Biswarup covered the Indian start-up ecosystem, private equity and venture capital funding amongst other beats. Biswarup has also worked with Reuters and Telegraph.

Commenting on the development, Shivank Agarwal, Co-founder & CEO Mitron said: “We are delighted to have Shyamanga and Biswarup join the leadership team at Mitron. The impact of short-video consumption and digital entertainment is growing at a rapid pace, making this sector one of the most exciting in present times. At Mitron, we are in a robust growth phase and continuing to reinvent ourselves. With Shyamanga and Biswarup’s expertise, we look forward to further strengthening our proposition and scale the business to the next level.”

Shyamanga Barooah, Head of Content Strategy, Mitron said: "It's great to be part of Mitron's amazing journey in the short-format video space in India. I feel there is a lot of opportunity within this dynamic space, especially in a storytelling and vibrant nation like India. Exciting times ahead.”

Biswarup Gooptu, Head of Partnerships & Policy, Mitron said: “I am delighted to be joining the company’s leadership team at such a pivotal time in its growth. This is an exciting time for Indian technology landscape and we are poised to become one of the leading short-video social media application.”

In just seven months, Mitron app has crossed 39 million-plus downloads on Android Play Store. As part of its efforts to support the government’s initiative of ‘VocalforLocal’, Mitron recently launched Atmanirbhar Apps, a one of its kind discovery platform for Indian applications. Currently, the platform hosts more than 100 apps and plans to bring 500 apps by the end of this year. Mitron was also the first in the space to launch categories to build vibrant communities of like-minded audiences. This particular initiative enabled users to discover the content of their interest and creators to engage with like-minded followers.

The Prakash Jha directorial emerges as a roaring success for MX Player

Having clocked ~ 450Mn streams in the 2.5 months since its release and becoming one of the biggest web shows in the Indian OTT ecosystem, Aashram has returned amidst heightened anticipation with Aashram Chapter 2 - The Dark Side that launched on MX Player yesterday. This second edition has broken records from the word go and has emerged as a runaway hit for the free to use platform. When compared to its first outing, Chapter 2 has witnessed a massive 500% higher streams on Day 1 and is performing exceedingly well on the platform - on every metric.

Speaking about the first day reaction, Prakash Jha said, “It seems like the characters and the events fictionalised in the story resonates the experience of people in real life. They definitely have connected to the emotions of the story and that has translated into this massive viewership. Working with MX Player and its team has been a wonderful experience and I look forward to continuing it.”

Bobby Deol added saying, “After Part 1, we were all excited yet nervous about the launch of Chapter 2. We’ve all put in great efforts and I am overwhelmed by the response. My character has really been greatly appreciated by the audiences and this is a huge encouragement for me.”

“It is always great to see a content piece you have created to be so widely appreciated. Aashram Part 1 had gone on to break all records and now with Chapter 2 opening with such great numbers, we believe it is set on a similar path of success”, concludes Gautam Talwar, Chief Content Officer, MX Player.

Coupled with an intriguing narrative, the well-rounded marketing campaign for this crime drama, including impactful print ads, OOH, social & digital experiences, PR and performance marketing has driven the show to achieve such great numbers on Day 1.

Thursday, 12 November 2020 00:00

WPP creates AKQA Group

AKQA and Grey launch new network model – industry powerhouse offers clients outstanding creativity, innovation and brand-building at global scale

WPP’s AKQA and Grey are uniting to form a new network model, AKQA Group. Grey is renowned for creative storytelling and global brand-building at scale, while AKQA is celebrated for its world-class innovation and experience design skills. With heightened demand for digital transformation and technology-driven capabilities, the combination will create a powerful new proposition for clients as a leading creative solutions company with a worldwide footprint.

The AKQA Group will have 6,000 people in more than 50 countries and a blue-chip client roster that includes more than half of the Fortune 500’s top 20. It will provide a full range of brand experience capabilities across all communications platforms, strengthening the skills and services of both companies for clients.

AKQA founder Ajaz Ahmed and Grey Worldwide CEO Michael Houston will partner to lead the new Group. Ahmed will become Chief Executive Officer and Houston will become Global President and Chief Operating Officer of AKQA Group. The AKQA Group will launch with the AKQA and Grey brands, which will be integrated over time into a single company based on client and market needs. The management team and creative leadership will be announced in the coming weeks, comprising leaders from AKQA and Grey.

AKQA and Grey have highly compatible creative cultures and share a common belief in the power of creativity. Between them they have won nearly 600 Cannes Lions in the last decade. The two agencies have complementary, non-competitive client rosters. The combined AKQA Group will have expertise in the media, entertainment and technology sectors as well as packaged goods, healthcare and financial services.

Ajaz Ahmed said: “Our goal is to expand horizons, combining the curiosity, ambition, imagination and pioneering spirit of a startup with the reach of a global enterprise. This is an unparalleled opportunity for AKQA and Grey to bring our shared assets to life into a modern, creatively-led company, building upon our inspiring and useful work to create value for our clients, people and communities.”

Michael Houston said: “This exciting new partnership begins with what consumers expect, clients value, and brands need. Forming a new company that can deliver culture-driving ideas through technology at speed and scale is a potent proposition for our clients, large and small, and will allow us to offer the most powerful creative solutions in the industry.”

Mark Read, CEO of WPP, said: “Our clients want outstanding creativity, powered by technology expertise and delivered at a global scale. This new company is designed precisely to meet those needs and is another important step forward in building our future-facing offer for clients.”

Grey, named one of Fast Company’s Most Innovative Companies, is trusted globally by clients from the fastest-growing startups to leading multinationals and government agencies. Over the past five years, the agency has received top industry accolades for creative effectiveness, including: Adweek Global Agency of the Year (twice), the Grand Effie, Effie Agency of the Year, and Cannes Lions International Festival of Creativity Agency of the Year with 395 Cannes Lions. Grey’s growing global Health & Wellness practice counts many of the world’s largest pharma and health-related companies as clients.

AKQA, recognised as a digital pioneer and a creative innovator, has won over 60 Agency of the Year awards; led Gartner’s independent evaluation of Global Marketing Agencies for three years in succession; led IDC’s quantitative and qualitative assessment of success in Customer Experience Design; won two Grand Prix at the most recent Cannes Lions International Festival of Creativity; been named by Fast Company as a Best Workplace for Innovators; and achieved a consistent track record of growth since its founding.

The move follows the successful combination of other WPP agencies to create Wunderman Thompson, VMLY&R and BCW, which have been among WPP’s best-performing companies by addressing client needs for more integrated, creative and technology-driven solutions. 

Facebook today, launched a bundle of features to add an element of fun to your virtual Diwali celebrations this year.

These include personalised greetings with Diwali-ready Avatars and an opportunity to encourage your friends and family to participate in fun challenges and spread festive cheer online.

The new bundle of features include:

Challenge your friends and family - Share a photo or video of how you are celebrating Diwali at home with your family with the hashtag #DiwaliAtHomeChallenge or create a DIY video of how you recycle light bulbs, candleholders, diyas and lanterns, and challenge your friends to share their Diwali related DIY projects by using #DIYDiwaliChallenge.

Start a challenge by simply entering a hashtag in English that ends in the word ‘challenge’, when you go to create a new Facebook post, or tap on the “Try It” button when you see another Challenges post in your News Feed. Add photos and videos to your challenges post this festive season and nominate your friends and family to join in the fun by tagging them.

Dress up your Avatar: Make your short-form text posts even more expressive by sharing a special edition Diwali-themed Avatars Background. Type your own words - in any language - over one of the colorful backgrounds with your personalized Avatar to match the theme.

First, create an Avatar from your mobile device and go to “Create Post” composer on Android or iOS and click “Background Color” and select the Diwali background and you are all set!

Thursday, 12 November 2020 00:00

2021 AME Awards Now Open for Entries

New Categories include Health & Wellness, Pharma, Digital Devices, and Socially Conscious Content.

New York Festivals® AME Awards® for the World’s Best Advertising and Marketing Effectiveness™ is now accepting entries for the 2021 competition.

Since 1994, AME has honored innovative campaigns that demonstrate groundbreaking solutions to challenging marketing problems, proving that strategic planning and creative execution can produce extraordinary results.

“We’re excited by the possibilities that come with this year’s competition. 2021 brings new categories to the robust category mix, a world-class jury of dedicated creative & strategic executives, additions to the Advisory Council, and expanded coverage on Effective Perspective blog,” said Gayle Seminara Mandel, Executive Director, AME Awards.

Each year, AME evaluates and updates the competition categories to mirror the evolving industry landscape. For 2021 the competition rolls out multiple new categories in three category groups.

In Products & Services group, AME added Health & Wellness to honor campaigns promoting non-prescription products and services, wellness and personal care, health education and/or awareness. Pharma will showcase campaigns for medical products or services, or to shape understanding of conditions or treatments that are targeted at healthcare professionals, practitioners, or patients.

The Creativity for Positive Impact category group adds Socially Conscious Content to honor communication that shines a spotlight on all aspects of social change and/or awareness of equity, access, participation, and rights within a society on a regional or global level.

“In light of this disruptive pandemic year, AME wanted to address the explosion of virtual events within the industry by adding three additional categories in the Best Use of Medium category group to reflect this work,” said Seminara Mandel.

New Best Use of Medium categories include Professional Conferences or Congresses to honor immersive experiences and virtual events that drive engagement and response from a professional audience. Also added to the powerhouse category mix: Technical Professional Materials/Communications will salute targeted communications designed for the professional audience and Digital Devices will showcase consumer or professional awareness or behavior change that exists on or is activated by digital devices.

AME’s award-winning Grand Jury is recruited from 5 global regions (Asia Pacific, Europe, Latin America Middle East & Africa and North America). These strategic innovators will thoughtfully review all entries with global knowledge and perspective from the industry with attention to cultural and economic relevance within their region. Jury selection has now begun for the 2021 Grand Jury.

The results of the 2020 Grand Jury sessions are parsed in the annual AME Report, an industry report that honors and provides rankings for agencies and brands.

The deadline to enter the 2020 AME Awards competition is February 11th, 2021.

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