13 November 2019 18:48

MediAvataar's News Desk

MediAvataar's News Desk

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For the first time, Zee Digital breached the 100-million unique monthly users mark in comScore India ranking in the month of September 2019.

The latest comScore report placed Zee Digital ahead of many leading networks on the basis of unique users under the news and information category in India.

Over the past five months, Zee Digital has witnessed a marked absolute growth of 55% in its total unique monthly users which is the second-highest in terms of performance among the top media groups in the country. The largest contributors to this growth have been India.com, Zee News Sites and Zee Business each of which have grown by 147%, 87% and 83% respectively during the same period.

Zee Group's CEO, Digital Publishing, Rohit Chadda said, “We aim to be the top digital destination across India and bringing the country together through content across categories, regions and languages. The reach of 100 million users only get us a step closer in achieving this vision. We shall continue to focus on further improving our products to provide the best user experience to our consumers.”

Earlier in June 2019, Zee Digital overtook large media groups including NDTV and HT Media Group on the same metric and continues to do so.

Wednesday, 13 November 2019 00:00

The latest effective marketing trends in Asia

WARC, the global authority on advertising and media effectiveness, has released the 2019 Asian Strategy Report, outlining successful key marketing trends in the region.

The Report is based on an analysis of the results of this year's WARC Prize for Asian Strategy, which awards the smartest strategic ideas that are growing brands in Asia.

Lucy Aitken, Managing Editor, Case Studies, WARC, says: "Against a backdrop of digital disruption, societal challenges and regional diversity, this year's Asian Strategy Report helps to bring clarity with valuable insights drawn from our analysis of breakthrough marketing ideas."

WARC's 2019 Asian Strategy Report highlights the following key strategic themes:

Big brands are adopting a challenger mentality

Larger brands are adopting challenger behaviour in Asia so they can stand out and compete against successful local brands in their sectors.

Among this year's winners were KFC and Amazon in China, alongside Castrol in India, which behaved in unexpected ways for their sector in devising and pursuing a strategic path that won favour with consumers.

Jury member Ian Dolan, Head of Strategy and Planning, PHD China, observes: "These game-changing challenger brands are rewriting category rules and bucking obvious routes to market. They are also demonstrating a purpose-led approach which is rooted in providing value to the consumer or cause, often in original executions with unrivalled clarity of thought."

AR/VR offers strategists new experience opportunities

AR/VR played a much larger role this year, with three winning submissions - Nike and Coca-Cola in China, and IKEA in India - putting the technology at the core of their initiatives, versus just one winning entry last year.

Judge Andreas Moellmann, Chief Experience Officer APAC, Geometry Global Japan, points out that the global AR/VR market is forecast to grow more than seven-fold in the next four years, from US$27bn in 2018 to US$209bn. He comments: "Marketers dream of engaging people with their brands and products - and of making them come back for more. AR/VR makes this dream come true: creating experiences without limits."

New growth opportunities emerge when brands reframe using cultural insights

Brands in categories from male skincare in Indonesia to financial services in Singapore identified successful ways to reposition themselves and reaped the rewards.

Jury member Natalie Gruis, Head of Strategy International, TBWA\NEBOKO, comments: "Changing the frame of reference for brands and their products enables us to unlock new opportunities for growth because we can uncover people that would never have considered them before. More importantly, it moves us from focusing on how to gain share of an existing category to resizing an entirely new market. Disruption at its best."

Summing up, jury chair Frederique Covington, Head of Marketing and Cross Border, Asia Pacific, Visa, says: "Understanding regional diversity and regulation, alongside a commitment to rediscovering your customers, are the tenets of a successful strategy in Asia."

A team bringing together WPP’s world-leading technology, creative and medical expertise will serve as the lead agency for Beiersdorf’s Eucerin and Hansaplast/Elastoplast brand portfolio.

Expanded partnership to deliver integrated, data-driven and agile creative communication.

Beiersdorf and WPP to officially start expanded partnership as of January 2020.

Beiersdorf, a leading provider of innovative, high-quality skin care products, has appointed WPP to be the lead global agency for its iconic global derma and healthcare brands, including Eucerin and Hansaplast/Elastoplast.

A WPP team comprising Wunderman Thompson, thjnk and the WPP Health Practice will deliver global strategy, digital, creative and analytics for Beiersdorf’s derma and healthcare business. Following Beiersdorf’s earlier decision to appoint Wunderman Thompson as lead digital campaign agency for its derma and healthcare brands, the partnership with WPP will be expanded as of January 2020.

“Over the last years we have seen a significant transformation in advertising realities, with a strong shift to digital. Teaming up with Wunderman Thompson was the first step to jointly conquer this market challenge that is especially intense for the derma and healthcare business,” Vincent Warnery, Board Member for Beiersdorf’s Pharmacy and Selective business, emphasised. “Expanding our partnership with WPP from digital to also creative and delivering an integrated model was the obvious choice to drive our already strong performance and ambitious growth agenda. Their customer-centric and data-driven approach, outstanding creativity and deep understanding of our business makes WPP the perfect partner for us,” Warnery added.

Mel Edwards, CEO of Wunderman Thompson, said: “Eucerin and Hansaplast/Elastoplast products are used by consumers across the world, and we are delighted to have been appointed Beiersdorf’s global strategic partner for these brands alongside our sister WPP agencies. WPP’s strength lies in our collective ability to creatively position brands and deliver growth. For Beiersdorf this means harnessing the very best of our skincare and medical expertise.”

Wednesday, 13 November 2019 00:00

Viacom18 launches VOOT Kids

Watch, Read, Listen & Learn all at one place!

Certified by Early Childhood Association (ECA), VOOT Kids hosts the largest content library of over 20,000 content pieces across segments

Viacom18, India’s fastest growing entertainment network is all set to expand its digital ecosystem with the launch of its first subscription play – VOOT Kids. Leading kids’ content on broadcast, Viacom18 now extends its thought leadership with a unique digital service for kids, which creates a seamless experience for both fun and learning in a safe, parentally controlled environment. Certified by Early Childhood Association (ECA), VOOT Kids is India’s first and only multi-format Kids app offering Fun & Learning, with its largest and most versatile collection of over 20,000 videos, e-books, stories and quizzes, aims to usher in the next evolution in the kid’s digital ecosystem. Priced at INR 799 for a year and 99 per month with Free Trials in both packages, the VOOT Kids app is available to download on iOS and Play Store.

“Viacom18 has grown over the years by focussing on white spaces that are challenging and yet have tremendous potential. As a network, we have been the undisputed leader in kids’ entertainment content since the past 5 years. Our digital play VOOT is the second largest video-on-demand platform in the country today.” said Sudhanshu Vats, Group CEO & MD, Viacom18, adding, “VOOT Kids is a synergy of these two growth stories from the house of Viacom18. Marking our sharper segmented foray into the world of subscription based VoD, VOOT Kids is India’s first and only multi-format Kids app offering Fun & Learning. No other kids app offers Watch, Read, Listen & Learn all at one place”

With a mission to make screen time meaningful for Kids, the app strikes a balance between fun learning and entertainment for kids between the age of 02 to 08 years. The app will achieve this by delivering a holistic experience focussed on viewing, reading, listening and playing all in one place. The app encompasses Kids’ favourite toons, best of pre-school and learning shows, beautifully crafted picture e-books, audio stories and fun quizzes and will empower parents with relevant and superior quality engagement options for their children. Behind this impressive content line-up are partnerships with best in class brand owners and leaders like Nickelodeon, Oxford University Press, Warner Media, Green Gold, Ceebeebies, TV Asahi, Sony Music, Hasbro, Mattel, Lego and many more.

Speaking about VOOT’s venture into the premium subscription space, Gourav Rakshit, COO, Viacom18 Digital Ventures said, “The foray into the subscription space with VOOT Kids is the first step in our journey towards building an entire digital ecosystem under brand VOOT. VOOT Kids has been built on the 3 pillars of Product Experience, Content and Safety. In VOOT Kids, we are bringing an offering that is child-friendly, yet parent focussed and gives them an opportunity to bond with an immersive co-consumption experience. Our brand philosophy of ‘Masti Mein Acchai’ reflects our mission to make screen time meaningful.”

VOOT Kids is a key enabler that enhances the bond between parents and children through immersive co-consumption experiences. The curated ad-free content library has parental control features that allow parents to evaluate progress, limit screen time and track content consumed which makes VOOT Kids India’s safest one-stop online destination that entertains, engages and enriches kids, all under one roof.

Elaborating, Saugato Bhowmik, Business Head, VOOT Kids said, “VOOT Kids is a category creating product in the space of digital fun learning that caters to needs of discerning Indian parents who seek meaningful screen-time that aids in holistic development of the child’s mental, emotional and social faculties. The app has the largest and most versatile offerings in the space of toon videos, e-books, audio stories and fun quizzes that provides children with a parent-controlled, safe and entertaining content destination.” He further added, “We believe masti should never be served up without acchai and the same holds true the other way around. And this is our guiding philosophy at VOOT Kids"

“I didn’t know what my story was going to be. I didn’t even know what a designer was” – Ralph Lauren.

With an uncanny ability to turn his dreams into reality, Ralph Lauren has built a multi-billion-dollar, global powerhouse out of his aspirations, becoming a living embodiment of American optimism and the American Dream. For over 50 years, he has translated his vision and inspiration into one of the world’s most widely recognized brands. Very Ralph, the first documentary portrait of fashion icon Ralph Lauren, reveals the man behind the icon and the creation of one of the most successful brands in fashion history.

Ralph Lauren reveals in the documentary, “Fashion sounds like a frivolous thing and that it’s not important. But I think it’s important that people express who they are.”

Very Ralph is directed and produced by award-winning documentarian Susan Lacy. The documentary also features interviews with Lauren’s family, long-standing colleagues and other notables, including Anna Wintour, Karl Lagerfeld, André Leon Talley, Hillary Clinton, Robin Givhan, Jason Wu, Naomi Campbell, Martha Stewart, Calvin Klein, Tyson Beckford, Tina Brown, Diane von Furstenberg, Jessica Chastain, Vanessa Friedman and Paul Goldberger.

Starting 13th November, catch Very Ralph on Hotstar Premium

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