MediAvataar's News Desk
nexGTv - India’s preferred entertainment destination on the mobile, from Digivive Services, has entered into a strategic tie-up with CA Media Digital’s first venture Fluence – India’s largest celebrity digital network, to create celebrity led ‘mobi-serials.’ Taking the next step in digital entertainment, Fluence will create and produce for the first time in India clutter breaking, original content for nexGTv.
Elaborating on the tie-up Mr. G. D. Singh, Director & CEO, Digivive said, “Mobile is increasingly becoming the preferred platform of consumption for Indian consumers and reports indicate that this consumption is further poised to grow significantly, as the average person is expected to watch TV and Video content (at least once a month) on 2.13 devices, up from 1.53 last year. Our intention is to articulate and address the needs of this rapidly growing and discerning mobile audience with mobile-first content”.
“Fluence is in the business of creating unique and differentiated digital experiences with India’s top talents from the fields of entertainment, music and sports. Creating premium digital shows with our portfolio of celebrities for nexGTv is another step towards our growing focus on digital content development. This collaboration will draw audience subscriptions and views to the content and platform through our well thought out amplification program on social media thereby engaging the fans and followers of our celebrities in a new and highly compelling way.” Said Ashish Joshi, VP Digital & Business Head – Fluence.
This first ‘big’ step towards creation of unique content designed especially for mobile viewers marks an inflection point in the mobile entertainment domain and is expected to resonate very well with the audience who until now, have had to contend themselves with content produced for alternate formats including the big screens and home screens and adapted/ curated subsequently for the mobile. To help create the mobi-series, Fluence has partnered with Endemol Shine India, a CA Media investee company,to co-produce the shows and utilize their expertise in the field of production. Known for producing creative & clutter breaking content for TV broadcasters and film entertainment, Endemol Shine India will help elevate the level of programming in the digital space which is currently inundated with amateur productions.
Commenting further about the advantage of the relationship, Mr. Singh further added, “We are very excited about our collaboration with Fluence and the CA Media Group as they not only are the experts in digital engagement but it also opens up possibilities to bring on board industry-leading production expertise of the Group via Endemol, which has been credited with several well-known hits on Indian television including Bigg Boss & Fear Factor etc.”
Known as a pioneer in the entertainment OTT industry,Digivive has been associated with several ground-breaking initiatives, including bringing IPL to the mobile screen since the last 2 years. Armed with native, mobile-specific, consumer insights via its 27m+ unique profiles and Fluence’s portfolio of celebrities,understanding of celebrity influence and fan interest,the mobi-serials developed for nexGTv, will further leverage their position in the domain.
Marketing technology agency FusePump, part of Wunderman, has published a report on the impact of dynamic product data on the success of digital marketing strategy in the fashion industry.
The report features commentary from Kantar WorldPanel, the IMRG and w digital, as well as insights from some of FusePump’s fashion clients, including schuh and MR PORTER.
Looking at some of the trends and innovations in multi-channel marketing and on-site merchandising, FusePump’s report identifies some key areas where merchants must have control of their product information to maximise exposure and impact. These include product-level Facebook ads, search engines and ‘shoppable content’ – connecting inventory information with editorial and imagery to monetise content efficiently.
Some key stats from the report include:
• Growth in online shopping for clothing was 265% between 2009 and 2014 (IMRG) and is estimated to grow 41% by 2017.
• The average fashion shopper visits 2.9 different sites before each apparel purchase (11.4 site visits in total) and considers each of these purchases for 27 days. (Google)
• 80% of fashion brands now have a mobile site, compared to less than half in 2012. 67% of brands have m-commerce capabilities compared to just 55% in 2013. (L2)
• Shoppers engaged across devices, on average, spend 50% more on fashion than those that only shop in-store and on PC, according to Shweta Pamula, client manager at Kantar Worldpanel fashion.
Sam Hodges, Head of Multi-Channel at FusePump, commented: “We work with several fashion brands, and are seeing a lot of exciting innovations in this vertical. What some retailers don’t realise is how useful product data can be in creating personalised advertising campaigns, boosting visibility in search and CSEs, and even assisting with internal expansion. Quality product data helps you take advantage of new marketing channels as they emerge, with ads that encourage online shoppers to click and to convert.”
The latest smartphone sales data from Kantar Worldpanel ComTech for three months ending in April 2015, shows Android gaining market share in the US, where it increased to 62.4%, but continuing to struggle in the Europe “big five,” where it dropped to 70.5%. Europe's big five markets include Great Britain, Germany, France, Italy, and Spain.
“Samsung’s new flagship products became available in April, and while sell-in numbers were already positively impacted in the first quarter, being available in stores for less than a month was not enough to make a significant difference in the sell-through volume,” reported Carolina Milanesi, chief of research at Kantar Worldpanel ComTech. “Samsung’s share of the smartphone market grew in the US, France, Germany, and Italy, but we are not in a position to say that the new models have been the ones fueling the growth.”
Across Europe, Android’s share declined by 2.3 percentage points compared to last year, as iOS share rose by 2.2 percentage points. “In Great Britain, Android share dropped by 4.9 percentage points, with the number of first time smartphone buyers continuing to decline to 15.1% from 21.8% in 2014 – and growth is coming from replacement sales, where both OS and brand loyalty play a big role,” said Dominic Sunnebo, business unit director at Kantar Worldpanel ComTech Europe. “Within the Android ecosystem, no one is in a better position than Samsung, when it comes to loyalty.”
In the U.S., Android reached a market share of 62.4% – a 2.9 percentage point gain over the three months ending in April 2014. “Samsung’s share grew, working toward closing the gap on Apple as the Galaxy S5 and Galaxy Note 4 remained among the top five best-selling models, ranking number two and five respectively,” Milanesi added. “We will have to wait to get data for May, the first full month of availability, to see the definitive impact of the Galaxy S6 and S6 Edge. However, very preliminary data suggests wider popularity for the Galaxy S6, with camera quality, clarity and resolution of screen as key purchase drivers.”
“In urban China, Apple retained its leadership as a smartphone vendor, as its share reached 24.4%, up from 17.5% for the same period in 2014,” said Tamsin Timpson, strategic insight director at Kantar Worldpanel ComTech Asia. “Android remained the most popular operating system, thanks to local players who now control nine of the top ten positions in vendor share, with Xiaomi and Huawei battling for the top spot within this OS.”
“This new sales data is being published between the Google and Apple developer conferences, where a great deal of focus is expected to remain on continuing to deepen user engagement and enhancing user experience – such that it is becoming harder and harder for competitors to win customers away,” Milanesi concluded.
The Kantar Worldpanel ComTech dataviz can be embedded into online articles for a visual representation of Kantar Worldpanel ComTech Smartphone OS market share data. You can also embed it on your own website.
Five Asian cities - Bangkok, Singapore, Kuala Lumpur, Seoul and Hong Kong – make it into the Global Destination Cities Index top ten.
Asian cities continue their domination of the annual MasterCard Global Destinations Cities Index, making up half of the top ten. Bangkok has retained its position at number two with 18.24 million international overnight visitors and is catching up with top-ranked city, London. Singapore, Kuala Lumpur, Seoul and Hong Kong round off the top ten, taking seventh, eighth, ninth and tenth place respectively.
Driven by insights into travel patterns, the Global Destinations Cities Index provides a ranking of the 132 most visited cities from around the world. More than just a travel tracker, the Index provides an understanding of how people move around the world and the importance of the world’s cities as homes, destinations and engines of growth.
London and Bangkok have topped the Index throughout its five year history. The rivalry is set to continue as Bangkok’s visitor numbers continue to recover following civil unrest in 2014. Forecasted international overnight visitors to the top ten cities:
1. London – 18.82 million
2. Bangkok – 18.24 million
3. Paris – 16.06 million
4. Dubai – 14.26 million
5. Istanbul – 12.56 million
6. New York – 12.27 million
7. Singapore – 11.88 million
8. Kuala Lumpur – 11.12 million
9. Seoul – 10.35 million
10. Hong Kong – 8.66 million
In addition, seven of the top ten fastest growing cities by visitor number over the last six years are in Asia. Sri Lanka’s capital city, Colombo, leads the pack, followed by Chengdu, the provincial capital of China’s Sichuan province. Forecasted top ten fastest growing cities:
1. Colombo – 21.1%
2. Chengdu – 20.7%
3. Abu Dhabi – 20.4%
4. Osaka – 19.8%
5. Riyadh – 18.0%
6. Xi An – 16.2%
7. Taipei – 14.9%
8. Tokyo – 14.6%
9. Lima – 13.9%
10. Ho Chi Minh City – 12.9%
For the five East Asian cities, their strong growth in visitor numbers has been a result of the massive increase in internal and outbound travel from China. Meanwhile in Sri Lanka, tourism is growing fast after the ending of its long running civil war.
Matthew Driver, President, Southeast Asia for MasterCard, commented, “Tourism is becoming an increasingly important source of income and employment for many Asian countries. This reflects the growing appeal of Asia as it continues to develop, led by the fast emerging ASEAN economies, China and India. As countries compete for tourist receipts, and seek to improve the visitor experience, it will be key for governments and tourist authorities to continue to invest in smarter city infrastructure while preserving and protecting the heritage - from monuments to cultural events - that makes their cities unique. In this way, Asia will be able to maintain and build dynamic, exciting, global cities, which will fast become brands in their own right, pulling people to the region.”
Dr Yuwa Hedrick-Wong, Chief Economist and Chair of the Academic Advisory Council at the MasterCard Center for Inclusive Growth, said, “Against a background of generally weak global economic growth and anemic pace of exports, a vibrant tourism sector is providing a powerful boost to income and job creation in Asia Pacific. As shown by MasterCard’s latest Global Destination Cities Index, Asian cities dominate among the leading destinations in the world in attracting international visitors arriving by air. Even more astonishing is that seven out of the world’s top ten fastest growing destination cities are in Asia Pacific, which is a strong leading indicator of their continuing outstanding performance in the years to come.”
Growth of the East: The resilience of Asian Destination Cities
The majority of visitors to cities in Asia originate from within Asia Pacific. This may help to explain the continued growth of visitor numbers over the last five years as European and North American markets experienced economic slowdown. The top five feeder cities to Bangkok, Singapore and Kuala Lumpur in 2015 are all in Asia Pacific. However, this shows the lack of diversity in the origin of visitors to many destinations in Asia, which presents risks to long term resilience to any global economic shocks. The challenge going forward for many of these otherwise very successful destination cities is to diversify their sources of visitors while maintaining their robust rates of growth. Nevertheless, globally, international overnight visitor numbers and their cross-border spending have consistently grown faster than world real GDP since 2009.
Intellectual Insights: Understanding What Drives Global Cities
In 2015, it is expected that nearly 383 million overnight trips will be made by international overnight visitors between the Index’s 132 cities. In combination with urbanization – the UN has estimated that two-thirds of the world’s population will live in cities by 2050 – this represents a massive demand for goods and services. By forecasting the number of international travelers, the Global Destination Cities Index helps to highlight the infrastructure needed to meet the expectations of both locals and visitors.
Infrastructure Innovation and Consumer Experiences
Major cities like London and Chicago are building open, interoperable transit systems facilitated by MasterCard contactless and mobile payments. The streamlined operations help support reinvestments in other infrastructure. A recent report by MasterCard and the Future Foundation found that people in India and China’s biggest cities felt local government could be doing more to make improvements to their city, including transport services, using new technology.
MasterCard has also developed consumer marketing programs to support the significant role cities play as centers of human interaction. In fact, six of the top 10 Global Destination Cities are also Priceless Cities, a one-of-a-kind global platform that curates unique experiences, privileged event and attraction access, and special merchant offers.
Destination Cities: Spotting the Trends
Across the globe, a few key trends stand out, including:
• Europe – Istanbul receives the most diverse visitors, with 50 percent of its inbound overnight visitors coming from 33 different cities.
• Latin America – Lima is both the top destination and the fastest growing city in the region, featuring almost 50 percent more international overnight visitors than second-ranked Mexico City.
• Middle East and Africa – Dubai continues to be one of the fastest growing cities in the global top ten while Abu Dhabi is the third fastest growing destination city overall between 2009 and 2015.
• North America – Houston is the fastest growing in North America since 2009 and is the only destination city in North America with double-digit growth.
Water tanks and pipes brand Vectus takes the higher ground on water conservation with its debut ‘Kya jawaab doge?’ campaign.
Contract advertising’s powerful brand campaign for Vectus will heat up the battle in the water storage tanks and plastic pipes industry. In a category which has scarcely ventured into mass advertising till recently, Vectus’ debut campaign is slated to be a game changer.
Talking about the brief, Ashish Baheti, Director, Vectus Industries Ltd. Said, “The challenge for us was to leverage our legacy of 25 years in the industry to get a head start for our flagship brand, Vectus. We wanted Vectus to rise above product features and speak in the voice of a leader – a voice of authority, reason and foresight. We also wanted to reach out to home builders across age groups as well as those from the construction industry with a memorable message which keeps us on the top of their minds”.
First on TV and then on outdoor and print, the campaign will ask the same question in different languages across India:
When half the people in the country struggle for enough water to sustain life, what excuse do you have for water wasted through leakage and seepage at your house?
Shot on the parched terrain of Rann of Kutch in Gujarat by talented director Sainath Choudhary, the TVC is intense and dramatic, and a refreshing change from the clutter of product advertising today. The cinematography, the cast and the sound design come together to create the excitement of a western thriller, and the entry of the product leaves you spell bound and nodding in agreement.’
"Tanks, pipes, drainage pipes aren't exactly top of mind for people ever. What we've done here is to change the conversation of the category. We've taken the usual clichés of durability, longevity, strength etc. and represented them in a totally new and compelling way. The socially responsible angle presents the case to the consumer in a manner they can't ignore. It brings the category into the forefront and presents Vectus as a thought leader in it," says Mayur Hola, Executive Creative Director, Contract Advertising New Delhi.
The stark visuals and intense, captivating music force you to experience the anguish of someone who suffer from shortage of water as well as the dilemma of someone who has the power to stop wastage of water.
“The TVC does just that”, says V Bhaskar Preenja, Vice President, Contract Advertising. “In a category which has dozens of players having identical products, the challenge was to raise the brand above the functional benefits and establish the expertise & credentials of Vectus in the domain,” he adds.
Vectus Industries is one of India’s premier brand of water storage tanks and plastic piping solutions. Leveraging their massive pan-India retail presence in the water storage tanks domain, Vectus launched their comprehensive piping solutions range successfully, and has made huge strides in the past few years. Today, Vectus is an end-to-end water solutions provider which is known for excellent quality, great design and freedom from leakage.
Team Contract: Ashish Chakravarty, Mayur Hola, Varun Popli, V Bhaskar Preenja, Viksit Jain, Shivani Sharma.
Director: Sainath Choudhury
Production House: Purple Vishnu Films