MediAvataar's News Desk

MediAvataar's News Desk

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Thursday, 22 November 2018 00:00

ZEE5 jumpstarts its global innings

Announces Title Sponsorship of the Northern Warriors in the second season of the T10 Cricket League

 ZEE5, the digital entertainment platform from Zee Entertainment Enterprises Ltd. has announced its title sponsorship of the Northern Warriors in the second season of the T10 Cricket League. Northern Warriors is one of the three new teams making their debut when the World’s newest cricket league, the T10 Cricket League kicks off its second season at the Sharjah Cricket Stadium, UAE from 21st November 2018 to 2nd December 2018.

Co-owned by Mohomed Morani (Managing Director) and Shabaz Elias (Founder Director) the Northern Warriors is led by Darren Sammy from West Indies and coached by Indian all-rounder Robin Singh. The team includes Wahab Riaz from Pakistan, Dwayne Smith from West Indies, Ravi Bopara from England, Chris Green from Australia, Lendl Simmons from West Indies, Imran Haider from UAE, Amitoze Singh from India amongst others.

Speaking on the sponsorship, Archana Anand, Chief Business Officer, ZEE5 Global said, “We are thrilled to be the title sponsors of the Northern Warriors, which has a lineup of very talented cricketers. T10 Cricket is emerging as a hugely loved global format, and with the Northern Warriors being a team of sportsmen from all across the globe, this sponsorship perfectly complements our brand ZEE5 given its global composition. The timing also couldn’t have been better as we’ve just launched ZEE5 in 190+ countries with our campaign ‘Dil Se Desi’, for the South Asian diaspora, and it’s a great connect.”

Mohomed Morani, Managing Director, Northern Warriors, said, “The T10 Cricket format is like a 90-minute entertainment thriller with huge mass appeal, and is likely to see even more success in its second season than it did in its first. With the largest width and depth of multi-lingual content across a range of genres, ZEE5 is all set to take the world by storm, too as the largest digital destination for language content. Therefore, we couldn’t think of a better sponsor to come onboard to help further drive the success of the Northern Warriors.”

Thursday, 22 November 2018 00:00

Global Trends in Luxury Retail

LuxHub’s global observatory on Research & Insights releases its first report on global retail trends in luxury. This report will be periodically updated. Some of the take outs are summarised in the following points. LuxHub will be hosting a series of workshops on the subject in the key markets across the world.

Over the next three-five years, the luxury retail scene will be driven by a number of key trends aimed at satisfying consumer needs, fuelling spending and luring new clients. Staying ahead of the game implies plotting a series of points, from customising online purchases to exploring new markets, from tapping into the booming men’s wear industry to riding the changing media system.

1. Retail will move in three different directions to service the needs of luxury consumers. The digital channel will drive research and stocking up on favourite products, while brick-and-mortar stores will reach out to their clients through customised offerings such as express counters, “top 10 product” style kiosks and assisted shopping services. Lastly, entertainment is key as experience, lifestyle and theatre drive the physical retail experience, while content will create pleasure in digital retail.

2. Given the ongoing softness in Europe and slowdowns in Russia and China, looking into new geographical areas such as Africa is rapidly becoming an alternative. While fashion brands including Zegna, MAC and Hugo Boss have recently opened stores in Lagos, Nigeria, the new luxury hotspot, online retailers are now shipping to Africa, and are starting to focus marketing efforts on this region.

3. Especially in Europe, luxury brands are increasingly relying on international travel and tourism to fuel sales, primarily from China, Russia, the Middle East, USA and now Africa. Tourists purportedly account for 55% of luxury sales in the UK, 60% France and 50% in Italy.

4. While in the past luxury brands attempted to offer multiple price-points, brand confusion and erosion of luxury credentials was often the outcome. Now, luxury is being pulled in two opposite directions, and brands will need to choose sides: accessible or Ultra-Luxe.

5. Media wise, magazines, newspapers and TV will become the new digital storefront reinventing themselves to allow customers to buy their favourite items, looks or beauty products straight off the editorial pages.

6. The men’s wear market is extremely bullish, growing at 1.5 times vs. womenswear. While 35-plus male consumers still dominate, the millennial generation drives retail spending through its modern aesthetic and digital knowledge. To which, many women’s wear brands are either launching or revamping their men’s wear offering.

7. The openness of digital platforms dictates that to make luxury customers feel special, brands need to get personal. The rapid rise of Instagram, live streaming, and behind the scenes footage will leave consumers feeling like they’ve already experienced everything. Brands are now challenged with creating truly personal, fresh, and meaningful experiences.

8. Luxury brands will increasingly become media channels, creating content that is far richer than today’s aspirational blogs, videos and magazines. Retailers will offer multiple channels with high-quality and entertaining shoppable content updated on an hourly basis.

Isabelle Harvie-Watt, Global CEO LuxHub says: “The implications for a marketing standpoint, among other things, are that luxury brands need to promote one-on-one communication and experiential events to encourage store visits, focus on mobile technology and devices for tourists shopping abroad and keep an eye on the influential millennial generation. Moreover, they are challenged by the digital world’s openness so they should focus on personalised access and content to convey a sense of exclusiveness. Lastly, despite the growth in men’s wear spending, it is important to know that men still prefer to be targeted in non-fashion contexts – news, lifestyle and professional environments.”

Tammy Smulders, Global Executive Director and Head of Research & Insights LuxHub comments: “These trends show us the incredible diversity of new opportunities for luxury brands to extend their relevance to new customers as well as enhancing their relationships with loyal brand fans. From reaching emerging customer groups to creating market to customised content strategies, our media implications will enable brands to develop new strategic and tactical initiatives to drive sales.”



Thursday, 22 November 2018 00:00

Why brands need to be more like Lewis Hamilton

With just the Abu Dhabi race to go this year, Lewis Hamilton is firmly entrenched at the top of the Formula One leader board. His current position is the result of multiple wins and hard work, both from the driver and team Mercedes. When faced with today’s short-termism, marketers might do well to reflect on Hamilton’s success.

Whenever we integrate brand equity and behavioural purchase data, we find that the stronger someone’s predisposition to buy a brand the more likely they are to follow through on it and make a purchase. It is the Formula One effect. If you are Lewis Hamilton and have pole position on the grid, then there is a pretty good chance that you will win the race. Not guaranteed, but more likely than if you start at the back of the grid. Superior driver skills developed over the years will help ensure that Hamilton makes the most of the opportunity.

When we track people’s online behaviour we find that people predisposed to buy a specific brand (the one in pole position) typically take less time and actions searching and shopping and end up buying their intended brand compared to those with a broader set of alternatives in mind. Getting a brand to pole position requires upfront investment seeding motivating ideas, impressions, and feelings; analogous to qualifying performance, development of a driver’s skills and the constructor’s ability to improve vehicle performance within a tightly controlled set of specifications.

Of course, there are brands that are found during the process of search and shopping. This is the equivalent of Lewis Hamilton winning the podium from the back of the pack. Overcoming people’s instinctive predisposition toward brands they know, however, will likely require people to invest time in a more deliberative assessment. The degree to which they are willing to do that will vary depending on the perceived importance of the decision, and the found brand will either needs to display Hamilton-like prowess or offer a better price in order to make the sale.

Like drivers, brands take time to realize their full potential and it takes a while for them to build strong predisposition. But the benefits are important. The more people are predisposed to buy a brand the higher the proportion that follow through and buy it. Across a range of categories I find that if 5 percent of people are predisposed to buy a brand roughly 60 percent follow through and buy the brand, but if you can increase predisposition to 10 percent then 75 percent will do so. This is Double Jeopardy in action, but, of course, it is not just brand strength that helps ensure this effect, it is also the fact that big brands are more easily available.

When it comes to making a sale the odds are in favour of brands that people are predisposed to buy. But predisposition does not come out of thin air; like Lewis Hamilton, successful brands are the ones that develop qualities over time to ensure they end up in pole position.


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

Wednesday, 21 November 2018 00:00

Discovery channel to air story of Blue Hole

The Epic 2-Hour Special, ‘Discovery LIVE: Into The Blue Hole,’ to Premiere Monday, December 3, 2:30 AM on Discovery and Around the World.

A repeat of the show will be broadcast at 8:00 PM in India on Discovery and Discovery HD World

Located 46 miles off the coast of Belize, the Blue Hole is known around the world for its crystal-clear water and its abundance of sharks and sea life. But this remote spot has only ever been fully explored once – back in 1971 by legendary ocean expert Jacques Cousteau himself. But what mysteries lie at the greatest depth of this ancient sink hole that is millions of years old? Discovery announced today it will take viewers to the bottom of the Blue Hole and document its findings in an all-new, 2-hour special called Discovery LIVE: Into The Blue Hole premiering Monday, December 3 at 2:30 AM on Discovery. The special will also air globally. A repeat of the show will be broadcast on the same night at 8:00 pm in India on Discovery and Discovery HD World. As a prelude to Discovery LIVE: Into the Blue Hole, Discovery and Discovery HD World will showcase a 3-hour special series ‘Revealed: Earth’s Unsolved Mysteries’ on December 02 from 11:00 AM to 2:00 PM.

“Venturing into the unknown as well as exploring the world with new technology in the name of science and entertainment has always been at the core of Discovery’s DNA. We’re thrilled to be bringing such a major expedition to Discovery,” said, Scott Lewers, EVP Multiplatform Programming and Digital Media.

The Blue Hole has never been mapped or even plotted – and while many speculate what is at the bottom – the exact answer remains unknown. To find out, Discovery has tapped a team of the world’s leading explorers who will venture down to its bottom in a fully-manned submersible.

The on-board exploration team will include businessman/philanthropist Sir Richard Branson; explorer Fabien Cousteau, grandson of Jacques Cousteau; and Erika Bergman, the submersible’s pilot. The mission will be the very first time since 1971 that anyone has attempted such a feat.

Discovery will pick up from where Cousteau left off – exploring the Blue Hole in real time and attempting to shed light on its many mysteries. The team will also have access to a fully equipped second submersible with additional lighting that will allow them – as well as viewers – to see as much as possible.

The 2-hour special will also explore a variety of sea-related topics such as how the Blue Hole was created, how technology has evolved since Cousteau’s first mission, and will delve into the many legends surrounding this unique spot, which has attracted diving enthusiasts from around the globe.

The broadcast, hosted by marine biologist Luke Tipple (featured on Discovery’s Shark Week) and presenter Chris Jacobs (host of TLC’s "Long Lost Family” and Velocity’s “Overhaulin'”), will document the team’s descent into the Blue Hole; however, that is not the only mission. Vessels will continue exploring the Blue Hole for 2 weeks after the dive and track the site. The data collected will help construct real-life models of the Blue Hole’s geographical features to help researchers and scientists from around the world understand how changing sea levels affected its formation and to provide key information about climate change patterns.

Join the conversation on social media using the hashtag #DiscoveryLIVE and like Discovery on Facebook for updates.

Discovery LIVE: Into The Blue Hole is produced for Discovery Channel by INE, Impossible Works and Discovery Studios. For INE, Mark Koops and Sarah Davies are executive producers. For Impossible Works TC Conway is the Executive Producer. For Discovery Studios, Sandy Jarrell and Gregg Moscott are executive producers. For Discovery Channel, Scott Lewers and Christina Bavetta are executive producers and Lian DesMarais is Supervising Producer.

Wednesday, 21 November 2018 00:00

MakeMyTrip Appoints Vipul Prakash as COO

MakeMyTrip Limited ,India’s leading online travel company today announced the appointment of Vipul Prakash as Chief Operating Officer for MakeMyTrip and Goibibo.

In this role, Vipul will be responsible for developing and executing strategic direction and priorities of the company. He joins MakeMyTrip from PepsiCo where he was last serving as Senior Vice President – Beverage Category for PepsiCo India region.

Commenting on the appointment, Rajesh Magow, Co-Founder and CEO-India, MakeMyTrip, said, “We are excited to welcome Vipul to our leadership team. His rich experience of two decades at PepsiCo spanning geographies, deep understanding of consumer market and expertise in industry leading operational practices are truly invaluable. We are confident that his proven track record and extensive experience will extend MakeMyTrip’s upward trajectory.”

Speaking about his new role, Vipul Prakash, COO - MakeMyTrip, said, “MakeMyTrip is an iconic brand that has played a defining role in shaping the online travel space in India. I am extremely energised to take up my new role and have been truly impressed with the company’s institutional expertise and relentless focus on serving customers better. I look forward to drive the next phase of innovation and growth through operational excellence.

Prior to joining MakeMyTrip, Vipul was associated with PepsiCo for 20 years. In his previous role, he was responsible for delivering revenue growth, share and brand equity for PepsiCo’s beverage portfolio of five brands. Vipul joined PepsiCo in 1998 and held various positions in marketing and franchise, at sector and global levels. In 2007, he relocated to the US, where he spent three years on the International Beverages Marketing team and moved to Dubai in 2010 to head the Foods and Beverages Innovation department for PepsiCo Asia, Middle East and Africa before moving back to India.

Vipul holds a post-graduate diploma in management from IIM Ahmedabad and a mechanical engineering degree from IIT Delhi.

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