MediAvataar's News Desk

MediAvataar's News Desk

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31 young budding writers get a platform with Write India Book 2

The second season of Write India, country's biggest writing platform had a fitting finale at Times Lit Fest Delhi on 2nd of December 2018 with the launch of Write India Book 2 that has been penned by 31 budding writers.

The book launch saw the felicitation of top 10 winners by renowned writers Manu Joseph, Amish Tripathi and Anand Neelakantan. One of the winning stories was also enacted by a theatre group called Akshara Theatre.

Amish Tripathi, Author of Shiva trilogy and Ramchandra series said “I was associated with Season 1 of Write India and it’s a delight to see it grain strength. I’ve read some of the stories of Season 2 and are fantastic. I would like to congratulate Times of India for building a platform for encouraging Indian writers “

The second season of Write India saw participation from eminent authors like Anand Neelakantan, Ruskin Bond, Jeffrey Archer, Sudha Murty, Shobhaa De, Chitra Banerjee Divakaruni, Twinkle Khanna, Nikita Singh, Namita Gokhale and Manu Joseph. These literary greats challenged thousands of aspiring authors to churn out the best of their writings and the participants did not disappoint.

Manu Joseph, Author of Serious Men and Miss Laila, Armed & Dangerous said “I like the fact that this contest does not try to define what is good writing it tries to establish the boundaries of the contest through the profile of the writer who is judging the contest. I think in that sense this is very unique “

Write India is the country’s largest writing platform, conceptualized and launched in 2015 and has seen a participation from 21 celebrated writers. Between the two seasons, the platform received an astonishing 50,000 stories across various genres including thrillers, romance, mythology, and tragedy.

Speaking on the occasion of book launch, Vinita Nangia, Director - Write India said , Write India has been an amazing and very satisfying journey over the last three years. The Times of India has associated with some of the country's best authors who have generously written unique passages, gone through stories to select winners and also shared tips and advice with participants. The contest has unearthed some unique talent and not only given a platform to first time authors but also changed lives for many who have found a voice through this channel.

 

Starting 1st December, 2018 only on B4U Music & B4U Movies

B4U Network supports 4 causes around Health, Disability, Defence & Culture in the month of December 2018. B4U Network with its 2 channels B4u Music & B4u Movies has always influenced its strong base of over 168 million viewers in urban & rural hindi speaking markets with entertaining bollywood music and movies content. Banking of its high reach and influence among viewers the networks channels have taken up four causes with the intent of spreading awareness, sensitizing, supporting and bringing change in the society at large through the medium of television starting from 1st December through this entire month.

Causes around four diverse topics have been taken up in the same month directing viewer’s attention to different issues and causes around the below days:

1st December, 2018 - World Aids Day

B4U Music & Movies have launched promos on high frequency raising awareness for the AIDS pandemic caused by the spread of HIV infection, with focus on “SAFE SEX” through a series of quirky promos which are suggestive to use of condoms for the prevention of AIDS. With B4U’s reach, popularity and ardent fan following amongst the youth audience these promotions would drive awareness and reinforce the message of safe sex for all genders across India.

3rd December, 2018 – International Day of Disabled Persons

The observance of the Day aims to promote an understanding of disability issues and mobilize support for the dignity, rights and well-being of persons with disabilities.
To get this message across the promo’s give tribute to disabled musical instrument players with intercuts of his remarkable journey of learning the musical instrument despite his disability. This is followed by the message: “B4U salutes the indomitable human spirit”.

4th December, 2018 – Navy Day

Supporting India’s defense forces and saluting them for their dedication in protecting the water bodies, Navy day would be celebrated on 4 December to celebrate the achievements and role of the naval force to the country and to give respect to our naval force.
B4U would will create interesting promotional trivia about Indian Navy and Navy Day. The slate will have images of Indian navy warships, submarines, navy officers at duty, the Navy and national emblem etc.

11th December, 2018 – International Mountains Day

Celebrated to encourage the international community to organize events at all levels to highlight the importance of sustainable mountain development. Using graphic vignettes 45-60 seconds B4U would talk about different Bollywood movies and songs which have used mountains as a picturesque backdrop in their narrative which would help in promoting the importance of sustainable development through this entertaining medium. Interesting anecdotes from the shooting of the films and songs will also be shared in these vignettes  to build alliances that will bring positive change to mountain peoples and environments around the world.

The communication campaign & promos are scripted, directed and produced by B4U’s internal creative team. The promos are designed to be smart, quirky and minimalistic so that they break clutter at the same time trigger change in society during the last month of the year.

The champions beat the Pakhtoons by 22 runs in the finals

After a spectacular second season of the T10 Cricket League, Northern Warriors, who made their debut this season, defeated the Pakhtoons in a resounding 22 run victory to lift the title of Champions of the T10 Cricket League 2018. The nail biting finals were played at the Sharjah Cricket Stadium, UAE on 2nd December 2018.

ZEE5, the digital entertainment platform from ZEE Entertainment Enterprise Ltd, is the title sponsor of the Northern Warriors for the tournament, and the team is owned by Mohomed Morani (Managing Director) & Shabaz Elias (Founding Director).

Congratulating the team on their win, Archana Anand, Chief Business Officer, ZEE5 Global said, “As title sponsors of the team, we are extremely thrilled to have been a part of Northern Warriors journey through the tournament and through each successive victory. The team has displayed an enormous passion to win – the same quality that ZEE5 embodies as we foray into 190+ countries to win the hearts of millions of South Asians across the globe.”

Northern Warriors defeated Maratha Arabians on 1st December 2018 in the semi-finals. They faced the Pakhtoons in the T10 final battle where they defeated them by 22 runs. With an undefeated 61 runs in 25 balls, Rovman Powell was declared Man of the Match, whereas Hardus Viljoen was declared as the Player of the series.

ZEE5 has recently gone live in over 190 countries, offering South Asian audiences and beyond the largest width and depth of multi-genre content across English, Tamil, Hindi, Malayalam, Telugu, Kannada, Marathi, Bengali, Oriya, Bhojpuri, Gujarati and Punjabi. ZEE5 comes packed with 1,00,000 hours of On Demand content, including Indian Movies and TV Shows, Cine plays, Music, and Health and Lifestyle videos along with a slew of exclusive Originals, across 12 languages. It also has an extensive Live TV offering with 60+ popular Live TV channels, including ZEE’s best loved channels.

Sunday, 02 December 2018 00:00

Brands need to balance short and long-term

I was browsing the Kantar Media’s 2018 Dimensions report (well worth a read), when I came across a section on the need to strike a better balance between short and long-term. This seems to be a topic of increasing interest to marketers, but how do you find the right balance?

The Kantar Media report points to the plethora of digital convenience metrics available to us today and states,

It may be easy, and even superficially appealing to deliver thousands of likes, click-throughs or retweets but if there is no way of associating such information with business success the use of the information is limited.”

And that is the problem with convenience metrics, there is little evidence that they relate to direct sales impact or building brand equity. But that simply points to a wider problem; there is no agreement on what we should be measuring right now to anticipate longer-term effects.

All marketing activity – be it designed to build the brand or stimulate immediate sales – needs to work now. Whatever the activity is, it must reach the people it is intended to influence, be noticed, and evoke some form of response. That response needs to happen immediately; however, the behavioural outcome of that response may be delayed weeks or even years, particularly in the case of activities designed to build brand predisposition.

If you can influence someone who is actively searching or shopping, then the behavioural outcome will likely be apparent quickly and easily if all the buying process happens in the digital domain. However, there is much more likely to be a temporal disconnect for brand marketing activities because they are designed to influence both people shopping right now, and people who will shop at a later date.

Simply influencing people shopping a category now is not enough to grow a brand – or rather it is a tough sell unless people are already predisposed to buy that brand. To grow, brands must reach outside their existing brand bubble and influence potential new shoppers. And to do that, brands need to seed ideas and feelings that will help influence behaviour when they do start shopping at a later date.

For years Kantar Millward Brown has found that one thing which anticipates whether a marketing activity is likely to be effective over the longer-term, is that people think they have seen your brand advertised. This is not just some leftover from the days of traditional TV; we see the same thing with our Brand Lift Insights measurement of digital advertising. If people do not remember your brand being advertised, it is highly unlikely that you will see any increase between test and control cells in salience, brand favourability, or purchase intent.

So step number one in anticipating whether your marketing activity will have a long-term influence? Check whether anyone remembers it in relation to your brand today.

 

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

Sunday, 02 December 2018 00:00

Optimizing The Automotive Path To Purchase

In today’s crowded car market, auto advertisers are hard-pressed to connect with consumers, encourage new sales, and do it all under shrinking budgets.

It’s a steep challenge, and one that can only be met with a full understanding of how consumers shop for cars and how they react to automotive advertising.

Our recently published Nielsen Auto Marketing Report 2018 seeks to help you meet this challenge with fascinating new insights into the automotive path to purchase and media strategy.

We’ve all seen the traditional sales funnel, with brand awareness at the top and purchase intention at the bottom. There are two big misconceptions with this view of the consumer journey.

Consumers don’t have an intrinsic bias favoring one brand over the other at the start of the car buying process.
The shopping process itself is a process of elimination, whereby consumers eliminate brands that don’t meet their needs one by one until a winner finally emerges.
Let’s start with the first misconception. Our research shows car buyers do, in fact, have a bias, and it comes down to their level of unaided brand awareness (i.e., how top of mind you are) of car brands.

Unaided awareness is responsible for 85% of all purchase intentions, yet only accounts for 20% of total brand awareness. The other 80% of car brand awareness is aided, which requires a prompt to jog the memory.

In fact, purchase intent conversion rates for unaided brand awareness of a brand are a whopping 25 times those of aided awareness.

It’s clear that you need to build deeper connections with consumers—not simply awareness for awareness’ sake. It takes a more media-agnostic, customer-first marketing approach to build these connections long before prospects are actively in the market for a new car.

The good news is that you have many more channels at your disposal to reach car shoppers efficiently. You also have more and better car shopper data to guide your audience segmentation, targeting and creative decisions, not to mention the technology to automate your advertising workflow.

And now for the second misconception: Our research shows that car shopping doesn’t follow a linear path with a consistently decreasing consideration set. The number of brands being considered actually increases the closer a person gets to a final decision.

Car shoppers start out on the path to purchase by considering two to three brands on average, but by the time they’re ready to buy they have five brands under consideration—nearly twice as many as they started with.

The fact that shoppers are considering more brands as time goes by is encouraging. It suggests that they are open to considering additional brands even while having a top of mind brand that carries a natural advantage.

The key is to develop campaigns that can deliver on both fronts: building long-term brand equity and capturing people’s attention when they’re weighing their options.

And this takes an understanding of how media flights should be sequenced based on the path to purchase: employing mass reach media like TV and radio for brand building, and transitioning to more targeted and “personalizable” media including mobile, digital and direct mail to increase purchase consideration and dealership foot traffic.

Simply put, there’s never been a better time to be an automotive marketer.

 

Written by Brett House, VP Product Marketing & Strategy, Nielsen

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