MediAvataar's News Desk

MediAvataar's News Desk

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Central Park has assigned digital duties to iCubesWire for the second time consecutively.

The agency will be responsible for managing social channels, ORM, listening, website, digital creatives, performance marketing and other media duties of the brand. In addition to the list, integration of advanced technology will also materialize this year. The in-house products created by iCubesWire, Instatalk – the AI enabled digital innovation & Delta – the unified digital suite, will be a worthy augmentation to the digital agenda.

Central Park is the ultra-luxury real-estate brand which has a persistent hold in Delhi-NCR with remarkable properties designed to perfection. The partnership between Central Park and iCubesWire has been a fruitful one with digital statistics experiencing a rise. The account was won post a multi-agency pitch.

Speaking of the announcement, Suneet Singh, GM marketing, Central Park, says, “iCubesWire as our digital agency has always provided breathtaking ideas that have proven beneficial for the brand. This year we are keen to invest more in digital platform as compared to the other platforms, and iCubesWire’s innovative technology products are certainly going to impart justice to it. Extending our successful partnership, we look forward to yet another year of brilliance with iCubesWire.”

Expressing excitement over the win, Sahil Chopra, Founder & CEO, iCubesWire, says, “We are extremely delighted to have won the account which has laid foundations of harmonious partnership. This year too we are geared up to exhibit cutting-edge ideas that will elevate the brand presence further and garner desired results. We hope to increase the digital spends manifold and aim to surpass our performance of the previous year. With the integration of Instatalk & Delta, the new year surely looks promising.”

At the recently concluded ‘Times National Awards for Marketing Excellence’, Rishika Lulla Singh, CEO of Eros Digital won the award for 'Women Leadership in Industry'. Under her leadership, Eros Now, Eros International’s on-demand South Asian entertainment video service has tripled in growth and close to 25% of Eros’ overall revenues now comes from the digital platform.

Currently in its 4th edition, 'Times National Awards for Marketing Excellence' is a platform which aims to reward the best in the industry and enhance reputations. It offers top marketing professionals, agencies and consultants an intimate environment for recognizing and rewarding excellence.

Along with receiving this coveted title, the premiere video OTT platform also won an award for last year’s most entertaining movie – Munna Michael in the digital advertising award category. The movie won the award for Best Social Media Marketing Campaign.

On this occasion, Rishika Lulla Singh, CEO, Eros Digital said “I am honored to receive this award and strive to influence other young talent in the industry. Having said that, the growth of Eros Digital is a combined effort and not achieved by one person. Eros as a company has always allowed me and my team the flexibility to work in an open environment and it is their fortitude and passion which allows such possibilities to turn into reality.”

BCW’S Latest Twiplomacy Study Finds that 97 Percent of all Governments are Now on Twitter

Prime Minister Narendra Modi is the second most influential world leader on Twitter and the third and fourth most followed

Minister of External Affairs Sushma Swaraj ranks seventh, is the most followed woman leader in the world

U.S. President Donald Trump is the most followed world leader on Twitter, with 52 million followers on his @realDonaldTrump account which has more than doubled since taking office on January 20, 2017, according to the newly released 2018 Twiplomacy study by BCW, a top-three and the first truly integrated global communications agency in the world.

Donald Trump became the most followed world leader in October 2017 when he passed Pope Francis (@Pontifex) who is the second most followed world leader with more than 47 million followers on his nine language accounts. Indian Prime Minister @NarendraModi takes the third and fourth spots, with 42 million followers on his personal account and 26 million followers on his institutional account, @PMOIndia. The official Twitter account of the U.S. President, @POTUS ranks fifth and @WhiteHouse ranks sixth, with 23 and 17 million followers, respectively.

As of May 18, 2018, the heads of state and government and foreign ministers of 187 countries had a presence on Twitter, representing 97 percent of all 193 UN member states. The governments of only six countries, namely Laos, Mauritania, Nicaragua, North Korea, Swaziland and Turkmenistan do not have an official presence on the platform. Even the Chinese government’s State Council Information Office maintains a presence on Twitter, Facebook and YouTube.

Facebook is the second-most popular network among government leaders, and it is where they have the biggest audience. Instagram has become the third-most popular social network for governments, with 81 percent of all UN member states having set up an account and many of them are sharing daily Instagram stories.

The BCW Twiplomacy study analyzes the activity of 951 Twitter accounts of heads of state and government and foreign ministers from May 19, 2017 to May 18, 2018 using aggregate data from Crowdtangle.com.

The U.S President is among a very small group of world leaders who are personally active on their own Twitter accounts and his tweets have generated 264 million interactions (likes & retweets) over the past 12 months, more than five times as many as Indian Prime Minister Narendra Modi, with 52 million interactions, and 12 times as many as Pope Francis, with 22 million interactions. The tweets from @realDonaldTrump garner on average more than 20,000 retweets.

“Social media has become a primary conduit of diplomacy,” said Chad Latz, Chief Innovation Officer, BCW. “It has gone from being an afterthought to the very first thought of world leaders and governments across the globe, as audiences flock to their Twitter newsfeeds for the latest news and statements. Beyond communicating their own agendas and policy decisions, it is interesting to see how they use Twitter to establish relations or challenge each other on full display to the social web.”

For the past three years, the EU External Action Service (@EU_eeas) has been the best-connected foreign office, mutually following 132 foreign ministries and world leaders. The UK @ForeignOffice has moved into second place with 130 mutual connections, overtaking the Russian Foreign Ministry @MFA_Russia with 126 mutual connections. While the Twitter accounts of the @WhiteHouse and @POTUS are the two most popular among their peers, followed by 290 and 250 world leaders, respectively, they are giving all other world leaders the cold shoulder.

Other key findings include:

- Latin American governments are by far among the most active on Twitter. Venezuela’s Foreign Ministry (@CancilleriaVE) is the most prolific government account, posting 55 tweets each day on average over the past 12 months followed by the Presidencies of El Salvador (@GobSV_Comunica) and the Dominican Republic @PresidenciaRD.

- In Latin America, Mexico’s outgoing President Enrique Peña Nieto @EPN has 7 million followers, far ahead of Colombia’s President @JuanManSantos, and Argentina’s @MauricioMacri, with 5 and 4 million followers, respectively.

- Kenya’s Uhuru Kenyatta @UKenyatta is Sub-Saharan Africa’s most followed leader with 3 million followers, ahead of Rwanda’s @PaulKagame and Nigerian President Muhammadu Buhari (@MBuhari) with more than 1 million followers each.

- The institutional account of the UK Prime Minister, @10DowningStreet, is the most followed EU leader, with more than 5 million followers, ahead of the British @RoyalFamily and French President Emmanuel Macron, with more than 3 million followers, respectively. @EmmanuelMacron has almost tripled his followers since his election in May 2017 and he has surpassed the @Elysee Palace and Spanish Prime Minister @MarianoRajoy who complete the top-five list of the most followed EU leaders.

- Jordan’s @QueenRania has become the most followed Arab leader with more than 10 million followers, surpassing Sheikh Mohammed, the Vice President and Prime Minister of the United Arab Emirates @HHShkMohd and Saudi Arabia’s @KingSalman with nine and six million followers, respectively.

- @QueenRania is the second-most followed female world leader after India’s Foreign Minister, @SushmaSwaraj, who is also the most followed foreign minister, with 11 million followers. Abdullah Bin Zayed, @ABZayed, the Foreign Minister of the United Arab Emirates, is the second-most followed foreign minister with 4 million followers, ahead of Saudi Arabia’s Foreign Minister @AdelAljubeir with 2 million followers.

- Among the foreign ministries, the U.S. State Department (@StateDept) is the most followed, with 5 million followers, ahead of the Foreign Ministry of Saudi Arabia (@KSAMOFA) which has shot into second position with more than 2 million followers.

- The Dutch government is the most conversational on its @Rijksoverheid account, answering citizens’ questions about policies, laws and regulations. More than 97 percent of its tweets are @replies to other Twitter users. The @GOVUK channel is in second position followed by the government of Nepal’s “Hello Government” (@Hello_Sarkar) account, with 95 and 90 percent of their tweets being @replies answering questions from users.

GoQuest Digital Studios begins its professional journey with iconic brand Volkswagen as its Studio Partner, acquires end-to-end content development and distribution responsibility for Volkswagen Ameo Cup 2018

GoQuest Digital Studios to manage the entire production, distribution and brand engagement operations of one of the most awaited events in the Indian motorsports calendar

GoQuest Media Ventures, the largest independent distributor of Indian content across the world, recently launched its digital studios unit which has kick-started its operations with one of the most iconic global automobile brands-Volkswagen. The German multinational has for the past 8 years been successfully organizing the one-of-its-kind premium one-make car championship series spread across different cities throughout the year. Volkswagen started off with the Polo Cup in 2010 and after going through various upgrades in terms of the race machines, is running the Ameo Cup for 2018 with their most powerful racecar so far. For Volkswagen Ameo Cup 2018, GoQuest Digital Studios will be managing the entire end-to-end content creation, distribution and brand engagement activities.

One of the biggest OEM-supported motorsport divisions of India, the annual one-make circuit racing series which began in 2010 has helped develop many stalwarts in the world of Indian motorsports. GoQuest Digital Studios in its role will aim to facilitate the entire target audience engagement and bring out Volkswagen’s core values of safety, drivability and robustness to fans of the Volkswagen Ameo Cup. This year, GoQuest Digital Studios has aimed to move away from the conventional narrative of the show by adopting an extremely digital-savvy approach to reach out to the fast moving audiences which exist both on digital and sports television channels.

GoQuest Digital Studios , which aims to provide the best brand integration opportunities through its unique blend of subtle storytelling with impeccable production value, will help Volkswagen’s partners to promote their products and establish a strong connect with the target audiences during the series. The event, being a one-make car championship where all the cars are developed and maintained by Volkswagen Motorsport India, celebrates an individual driver’s skill, knowledge, proficiency and courage, characteristics that GoQuest will look to focus on during every promotional activity throughout the event.

Additionally, the digital division in its capacity will aim to distribute it to multiple digital platforms – including regional platforms- South India ( TN, Kerala, AP, Telangana, Karnataka) where motorsport enjoys a massive fan following and loyalty . To ensure content discovery – reach and engagement for the content is achieved we will be activating our digital marketing campaign by deploying Strong social media engagement through daily contests, posts on FB, Instagram and Twitter to motorsport enthusiast communities across the country.

Elaborating on the promotional steps, Darshan Bhatt, Director, GoQuest Digital Studios said, “The Volkswagen Ameo Cup is an iconic series in itself and it gives us great joy to be able to work on it as our first project. The stakes involved are huge-It has a strong history of eight successful seasons and is probably one of the most anticipated events for motorsport enthusiasts in India. The racing events invariably generate record audience footfall of 20,000+ each year and at every venue, and the passion quotient is high. Our strategy is to therefore strengthen the existing popularity of the event through continuous fan engagement through multiple channels and utilize this popularity to reach out to newer audiences. The program incorporates psychographic, geographic and demographic valuables which presents a unique challenge for us as our very first end-to-end content creation and distribution project. We are looking forward to a great baptism through our association with the Volkswagen Ameo Cup and are extremely hopeful that our comprehensive quality work in every step of the content cycle will live up to the value of brand Volkswagen!

Commenting on the objectives of the collaboration, Sirish Vissa, Head, Volkswagen Motosport India, said, “Our main discussion with GoQuest Digital Studios hovered around the goals of reaching out to wider audiences & establish a better connect with the existing users. We have seen racing being covered in a conventional manner so far in the country, and we wanted them to take a different spin and built a different angle with a more human element. This will give the viewers who haven't had the exposure to motorsport yet to connect with it, and brand Volkswagen, in a far more personal level.”

On GoQuest Digital Studios performance, Sirish further added, “We have been greatly impressed by the enthusiasm brought on by the GoQuest Digital Studios team and the unique ideas proposed by them so far. However, it is not only in terms of excitement, but the immaculate level of planning that GoQuest Digital Studios has brought onboard which gives us high hopes for the popularity of this year’s series. We are looking forward to collaborate with the team more throughout the year and in the future, too!”

IKEA – the world’s most loved Swedish brand, is all set to foray into the Indian market.

The launch of the brand has been a much awaited one with the buzz around it having been doing the rounds for quite some time now. Not just has the opening of the first store in Hyderabad been an eagerly awaited event, there has also been immense curiosity around the brand communication, with IKEA being known for its great campaigns the world over.

The wait is over now, as the brand released its launch communication recently. Dentsu Impact, the creative agency from Dentsu Aegis Network, who was in news for being chosen by IKEA as partners for India, in August 2016, is behind the first ever India communication campaign for IKEA.

In the words of Ulf Smedberg, Country Marketing Manager, IKEA India, “We are so excited to launch our IKEA Brand in India. Our ambition has all the time been to inspire, surprise and engage our future customers. Everything we do comes from our belief to create a better everyday life and from market insights, and this is expressed in our positioning direction ‘Make Everyday Brighter’. We think that together with our creative partner, Dentsu Impact, we have created a strong communication that will be liked and hopefully loved by everyone in India. It’s about how IKEA helps people in embracing change for a brighter tomorrow by providing affordable solutions for your home, no matter of your living situation or size of your wallet. For us it is important that all we do should be relevant yet aspirational and connects India and IKEA in a fun, distinct yet very unique way.”

Speaking on the campaign, Amit Wadhwa, President – Dentsu Impact, said, “The IKEA launch is not like any other launch. It is a brand loved all over the world, not just for its outstanding home furnishing solutions but also for some great communication. Working with the IKEA team to create the first ever communication for India was a truly enriching and amazing experience for us. We are very happy with where we have reached in this journey, and as we go along, you will see many different elements coming together to create a robust and integrated campaign.”

Soumitra Karnik, Chief Creative Officer, Dentsu Impact speaking about the creative concept, added, "The IKEA launch campaign is truly reflective of what IKEA is as a brand – simple, relatable and insightful. The campaign is based on the core thought of how our life at home can become brighter when we look at our homes differently. It’s not just the big things, but even the everyday that IKEA can help brighten through its various solutions. What you’ll see is something that is truly Indian as well as truly IKEA - a campaign that is real, it’s about all of us and our lives, and one that will leave viewers with a nice, happy feeling."

The ad captures playful moments between family members and shows just how amazing our lives at home can be. Each situation brings to life a new perspective to everyday life at home and how IKEA's home furnishing solutions help make each day brighter and happier. The TVC is warm, playful and something that every Indian family can relate to.

Amish Sabharwal, Creative Head, Dentsu Impact Bangalore adds, “You only get to launch IKEA once in India and as a campaign this is going to be a truly integrated piece of work out of Dentsu Impact. There is a very exciting digital first content series planned which is going to be a first of many novel initiatives on the brand. Also a lot of Hyderabad centric activations, on grounds and the works. All in all, a great time to be working on IKEA and in advertising.

The brand’s communication is live on TV and OOH, and is expected to release a set of digital films, amongst other things, soon as well. The IKEA store is slated to open on 19th July in Hyderabad, and we will keep updating you on the campaign as it unfolds.

Creative Team:

Chief Creative Officer: Soumitra Karnik
Creative Head, Bangalore: Amish Sabharwal
Associate Creative Director: Prachi Sharma
Group Head: Twisha Ahuja
Creative Supervisor: Pablo D’costa

Films Team:

Chief Films Office: Suprotim Day

Account Management Team:

Senior Vice President: Megha Sadhwani
Account Director: Sumedha Sachdeva
Account Supervisor: Gaurisha Singh

Strategic Planning Team:

Associate Vice President: Krittika Chakraborty
Senior Planning Manager: Aanchal Sachdeva

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