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His ability to perform death-defying stunts and his smooth-as-butter dance moves have earned him millions of fans. He’s India’s youth icon Tiger Shroff and his latest release ‘Munna Michael’ is all set for its World Television Premiere on &pictures, Naye India Ka Blockbuster Movie Channel, on Saturday 25th November 2017 at 8:00 PM. Munna Michael features Tiger Shroff along with Nawazuddin Siddiqui and debutante Nidhhi Agerwal in lead roles. Directed by Sabbir Khan, this flick is an underdog story of dreams, passion, romance andbetrayal!

With Tiger’s flying kicks and powerful punches coupled with the wit and humor of Nawazuddin Siddique, Munna Michael thrilled Tiger fans across the country! After two successive hits including ‘Heropanti’ and ‘Baaghi’, Munna Michael marks a hat-trick of winning collaborations between Sabbir Khan and Tiger Shroff. With fully-loaded action sequences, this entertainer promises to leave audiences asking for more!

Multi-faceted actor Tiger Shroff commented, “Munna Michael was a thorough delight and I loved every bit of this journey. What moved me the most was the message delivered in the film which inspires people to be ready to take on challenges and truly become the best versions of themselves. I’m glad that with the World Television Premiere on &Pictures on 25th November, we have the opportunity to spread the message of the film once again!”

Munna Michael revolves around an orphan boy Munna (Tiger Shroff) who is raised by Michael (Ronit Roy), a struggling dancer. Hailing from a Mumbai chawl, Munna becomes adept at making quick money by pulling off cons. Munna heads to Delhi where he meets a local Don, Mahinder Fauji (Nawazuddin Siddiqui). A 42-year-old gangester who doesn’t think twice before shooting a person, loses his heart to a young and talented Dolly (Nidhhi Agerwal). He hires Munna to help him impress Dolly but as destiny has it, Munna instead ends up falling in love with Dolly. A series of action-packed sequences change the dynamics completely with Mahinder setting out to avenge Munna’s betrayal. Will Munna be able to combat Mahinder and his gang of hooligans?

Don’t miss this thrilling dose of action and drama as &pictures airs the World Television Premiere of Munna Michael on Saturday, 25th November 2017 at 8 PM

Celebrating India’s most remarkable achievers in Business, Sports, Entertainment and Public Service 

After ten splendid years of honouring individuals and organisations that embody the spirit of excellence, CNN-News18 is once again set to celebrate the iconic Indians who have made significant contribution to our society in 2017, with the 11th edition of ‘Indian of the Year’. This year, the winners will be felicitated in a glittering ceremony on 30th November, 2017 at Hotel Taj Diplomatic Enclave in New Delhi.

The Awards will be graced by the likes of Virat Kohli, Captain of the Indian Cricket Team, Ravi Shastri, Head Coach of the Indian Cricket Team, Arun Jaitley, Minister of Finance & Corporate Affairs, Manushi Chhillar, the newly crowned Miss World, Actors Rajkkumar Rao, Varun Dhawan and more.

Commenting on the announcement of the Awards, Radhakrishnan Nair, Managing Editor, CNN-News18, said, “The level of acceptance and success seen by ‘Indian of the Year’ fills me with immense pride. Each passing year gives us an opportunity to identify those rare individuals and organisations that have forged a blazing path in their chosen fields and we look forward to honour them this year.”

The nominees listed under the categories this year are:-

· Sports: The Indian Women’s Cricket Team, PV Sindhu, Kidambi Srikanth and Sunil Chhetri

· Entertainment: Varun Dhawan, Team Baahubali 2: The Conclusion, Rajkummar Rao, Amit V Masurkar & Mayank Tewari of Newton fame

· Business: Arundhati Bhattacharya, Former Chairman, State Bank of India, Siddhartha Lal, MD & CEO, Eicher Motors, Sanjiv Bajaj, MD, Bajaj Finserv and Acharya Balkrishna, Co-Founder and MD, Patanjali Ayurved

· Public Service: Harman Singh Sidhu, Guneeta Singh Bhalla, The Team Responsible for Delhi’s Cracker Ban and Afroz Shah

Other achievers will be awarded under the categories of Special Achievement, Outstanding Achievement, Special Jury and Lifetime Achievement. One individual/organisation is bestowed with the coveted ‘Indian of the Year’ Award for their indelible contribution to the society at large.

Since its inception in the year 2006, CNN-News18’s flagship initiative ‘Indian of the Year’ has cemented its position as the biggest awards by a Television News Organization and has evolved as an institution of impeccable prestige and credibility. The award distinguishes itself by celebrating not only exemplary individuals and their achievements but also the ideas that have inspired a changing India and has impacted lives.

News18.com, one of India’s top breaking news websites, recently announced its annual marquee property – the Tech and Auto Awards, India’s first combined awards for Technology and Automotive sector.

The unique awards show aims to recognise and honour innovative products from the tech and auto sectors that have set the standards in their respective fields. The extravagant event will be held on 29th November 2017 at New Delhi. The jury members for this distinctive property comprise some of the most sought after names from both national and international technology and auto sectors.

The prestigious jury includes Rahil Ansari (Head, Audi India), who at 38 is the youngest Brand Director for Audi, across the globe. The panel also comprises Pranay Jivrajka (Founding Partner - OLA), an alumnus of IIT - Bombay, he is Ola’s founding partner and a part of the company's core team since its inception in 2011. Sandeep Bhushan (Director- Facebook, South Asia), an IIM Ahmedabad alumnus, who holds experience across fields of Media, CPG and Technology is also a part of the jury.

Other members on the panel are Jatin Ahuja (Founder & MD, Big Boy Toyz Ltd), Suhail Tariq (CMO, Huawei India Consumer Business Group), Ashish Bhatia (Technology Columnist), Nikhil Chawla (Founder & Editor-In-Chief, The Unbiased Blog), Sandeep Budki (Founder & Managing Editor, The Mobile Indian), Ranojoy Mukherjee (Ex-SIAM Dy Director, Auto Journalist), Vikram Gour (Founder & Editor, MotorScribes), Ramesh Somani (Founder & CEO, Exhibit Technologies), and Sumit Dayal (Photographer).

In a short span of time, since the announcement of the awards property, approximately 1.5 lakh votes have been received from the online audience, for various award categories.

One of the many highlights of the evening is a Key Note speech by Mr. Larry Paulson, Vice President and President, Qualcomm India.

Larry Paulson, Vice President and President, Qualcomm India said, “I am honoured to be a part of News18’s unique Tech and Auto Awards property. The awards is a celebration for both the tech and auto industry combined. At the event, I am looking forward to meet leaders, innovators and creators of transformational designs and innovations that will define the future of technology and auto industry.”

Siddhartha Sharma, Editor Technology and Automobiles News18.com said, “We at News18.com have always believed in innovations and setting up trends for others to follow. The Tech And Auto Awards is a part of that initiative as we believe that why should the Indian consumer wait for Detroit and Silicon valley to make innovations for us. The Tech and Auto Awards also presents a unique platform for the Technology and Automotive industry of India to come together under one roof and pave the way for future innovations and products in terms of technology and automobiles that are solution centric to Indian consumers. This is also a one of its kind awards events in India, and we as a part of a young and a very small team here at News18.com are proud of.”

Commenting on the announcement for the jury members, Manish Maheshwari, CEO, Network18 Digital said, “Products of both tech and auto industries are more often than not judged on similar principles by consumers; the design, innovation, power, style amongst other factors. So, it is an absolute pleasure to bring experts, leaders, entrepreneur, achievers and more from both the fields under one roof for News18’s Tech and Auto Awards. It will be an evening to celebrate excellence, converse and let ideas perpetuate for steadfast growth of the two sectors.”

Laban Stretchy Man, the new human shaped, stretchy, fruit flavoured chews from Orkla- Norway’s number 1 confectionery brand, has been launched and localized by MTR Foods in India.

The brand joined hands with Dentsu India, the creative agency from Dentsu Aegis Network to launch its first TV Commercial for the product, bringing alive the key properties of Laban as the TVC focuses on the mischievously funny Laban-fueled exploits of two kids based purely on their imagination.

The TVC plays out an encounter between two school-going brothers and a taxi driver. When a taxi driver rudely shouts at the children who are trying to cross a busy traffic signal, the kids bring out their Laban Stretchy Men and catapult them across the street. The imaginary Stretchy Men stretch, jump and fly across the crossing and finally land on the traffic signal itself. They then proceed to dance on the lights, changing colours in the process. This confuses the taxi driver who thinks the signal is green. When he tries to cross the signal, he gets caught by a traffic policeman who shows the taxi driver that the signal is actually at red and that the taxi driver has almost broken a traffic rule by jumping a red light. This leaves the kids laughing and feeling satisfied that they have taken their revenge on the rude taxi driver with the help of Laban Stretchy Man!

The concept of the TVC was based on the insight that kids see themselves as small but they wish they could have the last laugh. The personality of Laban, which is uniquely differentiated from other confectionary in the market, provides a moment of escape for kids from their fixed routines. Laban is an idea engine that pushes their imagination and empowers them with creative ideas to help overcome everyday challenges. The communication and the new TVC has emphasised on this concept.

Samrat Chengapa, Senior Vice President, Dentsu India said, “Communicating to children is a happy problem. They’re imaginative and relish the randomness you throw at them. Especially in a category that is flooded with humour. Laban is a product that is truly imaginative at the product level. And that set the platform for us to build on with a memorable jingle that captured the in-built craziness of being stretchy and human shaped. With this TVC, we’ve managed to showcase all the fun and create a sing-along track that kids will just love. And this is just the beginning.”

On the launch of the new campaign, Sunay Bhasin, CMO, MTR said, “Laban is a powerful product that is capable of sparking imagination and encouraging creativity in the consumer’s minds. For its first TVC campaign, we wanted to focus on what makes Laban so unique by showcasing its differentiated properties and at the same time emphasize on the true spirit of joy and playfulness that the confectionary personifies. The new TVC is fun, engaging and relatable for our consumers with a memorable jingle “Laban ki Pahunch Lambi Hai” that has added to its fun aspect. We know that this TVC will be well-received and loved by our consumers.”

Wednesday, 22 November 2017 00:00

Influencer Marketing – The Sliver Bullet

Okay, so basic stuff first. We all understand the human truth - we value opinions of people we trust. Anyone who can exercise some influence can be called an Influencer, and Influencer Marketing is based on that premise.

Recently in one of the meetings with a large Influencer Agency, I wanted to know what they tell their clients. They were quick, 'The list of Influencers and their reach, interest, background, tone etc'. I heard, asked them, 'What else?’ They continued, ‘We give them a good brief, talk about the brand etc etc'. I said, Great. 'What else?' They looked around. Reassuringly continued further, 'We also give them the 'possible things' to say. We don’t give them content to simply cut-paste, we are different'. As he took a sip of water, I as expressionless as before, thanked him for the great revelation and then looked around, asked one more time, ‘What else..?' Pin drop silence. They now looked at me and said ‘What else..?’ It was my turn.

I asked them three questions:

How many times have you used data? Data in terms of algorithm based analytics, which can deeply convey the ‘nature’ of your influencer’s influence and convince your client all about the science, influencer’s brand affinities, interests etc etc. Second, do you boldly dwell into the return on investment? How will it drive sales, for instance?

Thirdly, do you treat it like a campaign, developing a campaign strategy with a build up, the idea, the extensions and amplification leading to the KPIs?
I added one more question. How are you comparing your Influencer campaign with the clients’ other current running traditional digital campaign? KPI to KPI.
Whether budget strapped start-ups or other developed brands, Influencer Marketing is turning out to be a key element in Digital Marketing mix. There are times it has delivered 10x returns. A brand ‘Shoes of Prey’ used a beauty blogger (vlogger) resulting in a 300% increase in sales.

Some observations:

Earned Media Value: It's important to talk about the Earned Media, the Influencer campaign generated. Provide examples where it has resulted in ‘incremental sales’, when regular consumers were engaged with influencer content for a corresponding test period.

Experimentation: Tie-in the Influencer campaign with a great offer/ deal. That works wonderful. Walmart clubbed both together and got a 45% increase in redemption. Another brand saw 30% increase in footfalls in a retail shop when measured before and after.

Micro Influencers: Don’t go obsessive with Influencers. Look for the more impactful Micro Influencers. They can be better than larger Influencers. Sometimes its also not needed to go with Influencers from the same industry. They could be from an unrelated one, as long as the connection is made. An SUV from Buick rather than picking automotive influencers, it picked Pinterest influencers and created a unique proposition.

Grassroots: Using social listening will tell you who is talking about your brand and is happy using it. Think of Fans, Super Fans, Micro Influencers, General Influencers, Influential followers and all that. Another great discussion we did recently was about identifying influencers who are going to be big soon and getting to bond with them.

Campaign Mind-set: There are several great examples of brands getting Influencer marketing right. Please don’t just think of a list and rush into it. Conceive it like a campaign, think before and after and build it.

SAP used it to sell its B2B conference using influencers to create video. Another retailer got 50 instagrammers to wear the same dress.

Combine Creativity + StoryTelling + Uniqueness of each channel and what technology can enable. Instagram isn’t the only one to use. Surprise the audience with the choice of the Influencer. Use both science and creativity. For ‘Got Milk’ campaign influencers were chosen which no one expected.

The ROARS Formula:

R (Research Research Research - the most important part) + O (Objectives, very sharply defined) + A (Alignment with the audience, brand) + R (Right influencer - Study their reach and engagement) + S (Scope for creativity, strong content and freedom to the Influencer to build authenticity).

Remember Influencer marketing will lead to advocacy, sales, buzz, SEO all of that. Whether your consumers are in the awareness stage, or active consideration or purchase.. this will deliver, if done right.

As a trend some brands are getting Influencers to participate in long term partnership and help collaborate to create new product designs. Two brands - Target and Band-Aid are doing this as we speak.

Go ahead and Good Luck! Over 200 mn people are using ad blocking software. They don't want ads, just honest opinion. You’ve just found the silver bullet! Write your success stories for others to learn..


Written by Rajeev Sharma, Founder, Awrizon - a performance driven Digital Consultancy.

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