29 February 2020 02:15

MediAvataar's News Desk

MediAvataar's News Desk

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At the 3rd edition of Pixels 2020, the flagship conference of IAMAI on Digital Entertainment, speakers deliberated on the next phase of growth for the industry.

The industry is now at an inflection point, and according to a recent study, the digital entertainment industry is expected to grow at 29.1% between FY19 and FY24 to reach INR 621 Billion by 2024.

With more than 30 OTT players and 10 music streaming apps in existence catering to various entertainment and media demands, Indians are consuming content across an array of digital formats and platforms. Incidentally, with the rising number of smartphone users and with affordable data plans, number of OTT users are set to reach 500 million by the end of 2020.

Setting the context, in his keynote address, Nikhil Gandhi, India Head, said: "The last year has seen a sharp growth in short video consumption and added to a big increase in overall watch time for online video. This phenomenon has also given rise to a rich content creator ecosystem which has seen big success with short video,” he added.

In a panel discussion on Battle of Web Series - Aiming for 100 Crore Club, speakers discussed about how revenue is attributed in developing a web series and all the nooks involved around creating one. They also discussed how branding and culture of such shows has immensely helped and lead to monetization in the business. Discussing on the various aspects of the digital space, the panelists shared their thoughts on how different business is growing and helping in creating a new system.

On a session on Trend Alert – Children’s Content key panelists like Abhishek Dutta, Senior Director & Network Head - Cartoon Network & Pogo, South Asia; Uttam Pal Singh, Head - Discovery Kids, Discovery Communications; Saugato Bhowmik, Business Head, VOOT Kids gave insights on how localisation of shows has actually helping their businesses to grow and adding multiple levels to it like content in local languages has helped the industry to grow. The speakers gave an insight that around 20% of the business caters to the kid’s section and how crucial it is to provide correct content for them. Digital Space along with its vast option also gives out flexibility in many ends and has a huge advantage in building popularity.

A fireside chat was also held with Amol Parashar, where he enlightened the audience how digital space has actually helped him evolve as an actor and has given him that space along with the flexibility without putting any particular constraints. He said the web space has grown over time and allows the actor to experiment and helps in projecting different ideas overall.

The conference witnessed various renowned speakers like Ajay Chacko, Co-Founder & CEO, Arré Nagesh Banga, Deputy Country Manager, BIGO LIVE; Paras Tomar, TikTok Creator & Founder, Nuskhe by Paras Ali Hussein, CEO, Eros Now ; Hiren Gada, CEO, Shemaroo Entertainment Limited; Sameer Hanchate, Filmmaker, Sameer Hanchate Filmmaker ;Vivek Jain, COO, MX Player ; Abhishek Dutta, Senior Director & Network Head - Cartoon Network & Pogo, South Asia ; Kumaresh Bhatt, Co-Founder and CEO, UR Popular; Uttam Pal Singh, Head - Discovery Kids, Discovery Communications; Saugato Bhowmik, Business Head, VOOT Kids among others.

IAMAI organized its 3rd edition of Digital Entertainment called PIXEL. The daylong conference was revolved around the theme ‘Sacred Story of Digital Entertainment Industry’.

Cycling Triple Crown with the new partnership between Tissot and the Giro d’Italia

Adding the Giro d’Italia to its prestigious list of cycling races seemed to be an obvious next step for Tissot, leader in the traditional Swiss watchmaking sector and one of the Swatch Group’s key brands.

The brand’s DNA is built around two characteristics: a commitment to traditional values and a willingness to innovate. Throughout its history, the brand has embedded both these characteristics into its products and technologies, as well as into its diverse portfolio of activities. Celebrated for the high quality of its products, the watchmaker has, over the course of its illustrious history, been appointed Partner and Official Timekeeper for numerous sports including basketball, motor sport, rugby and cycling.

Cycling is one of the sports with which Tissot is most closely associated. In fact, the brand has been heavily involved in a range of cycling events for 50 years. Proud of its Swiss roots, it became even more seriously committed to the sport by joining forces with the Union Cycliste Internationale (UCI) in 1995. Since then, Tissot has been Official Timekeeper of the Road, Track, Mountain Bike and BMX Cycling World Championships, and also for the UCI Track Cycling World Cup.

Having renewed its links with the Tour de France and the Vuelta in 2016, Tissot is now completing the Triple Crown with the Giro d’Italia, thus making it the first Swiss Official Timekeeper in the history of the three biggest cycle tours. Tissot is thus now involved in the ASO’s three biggest cycle races, as well as the Tour of Germany.

The Giro d’Italia will start on 9 May 2020 in Budapest with an individual time trial. The race will pass through Sicily, then along the east coast of Italy, to finish in Milan with an individual time trial in the Piazza del Duomo on 31 May 2020.

François Thiébaud, President of Tissot, said: “Tissot is proud to announce that it is becoming Partner and Official Timekeeper of the Giro d’Italia. This is the first time in the world of cycling that a watchmaking brand has been the worldwide partner of the main cycling events. Tissot’s involvement as Partner of big sporting events like the Giro means the beauty and technical capacity of our products will be associated with the emotional values encountered in the sport, in relation to both individual and team performance. Ensuring precise timekeeping also demonstrates the precision of our watches. With these commitments, Tissot is proud of presenting the time beautifully as well as being a timekeeper.”

It is worth adding that, in the field of two-wheeled sports, Tissot has also been Partner and Official Timekeeper of MotoGPTM and Superbike for many years. These Timekeeping roles are supplemented by other worldwide partnerships such as basketball, fencing, table tennis and the World Ice Hockey Championship that will take place this year in Switzerland.

To celebrate the partnership with Giro d’Italia, Tissot is launching the Tissot Chrono XL Giro d’Italia 2020, a 45 mm diameter chronograph in honour of the first partnership between Tissot and the Giro. There is a racing bike on the chronograph’s second hand, as a reminder of the cycling spirit of this special collection. In addition to details in pink, the Giro’s emblematic colour, the case back is engraved with the Giro d’Italia logo for a touch of exclusivity. The watch comes in a special presentation box dedicated to the event. In addition to the box, the watch has two interchangeable straps.

WARC's research into the health of creativity

19 February 2020 -- Each year, WARC, the international marketing information company, tracks the results of the top global and regional award shows for creativity, media and effectiveness for the WARC Rankings, the ultimate benchmark for advertising.

To assess how often highly creative work is also effective, WARC has analysed the data from the 2016-2019 WARC Creative 100 Rankings (the world's most awarded campaigns for creativity) and the WARC Effective 100 Rankings (the world's most awarded campaigns for effectiveness) covering awards shows tracked between 2015 and 2018. The findings are now published in WARC's latest research on the health of creativity.

Amy Rodgers, Managing Editor, Research and Rankings, WARC, comments: "Over the past year, there has been a lot of discussion around the concern that short-term strategies, which focus on immediate gain, are driving a crisis in creative effectiveness.

"With this in mind, we've compared the data from the WARC Creative and Effective Rankings to see how many creative ideas were subsequently awarded for effectiveness, and what can be learnt from these successful campaigns that can help marketers drive long-term brand health."

Of the 332 creative ideas ranked in the WARC Creative 100 over the last four years, 126 (38%) were also awarded for effectiveness in a show tracked by the WARC Rankings. Of these 126 ideas, 33 (10%) also ranked in the WARC Effective 100, deeming them to be both highly creative and highly effective.

Following WARC's analysis of the 126 most creative and effective ideas, five characteristics have emerged:

Lead media: Ideas awarded both creatively and for effectiveness are almost twice as likely to lead with TV as any other channel

Creative strategy: Emotion is used in more than half of the ideas

Campaign objective: They focus their objectives on brand building

Hard metrics: Measurement is focused on sales, PR and social media

The much awaited Pitch – Madison Advertising Report 2020 was recently released at an event in Mumbai amongst a high profile audience consisting of Manoj Kohli, Country Head, SoftBank India, Vivek Sunder, COO, Swiggy, Sanjay Behl, CEO – Lifestyle Business, Raymond, Avinash Pandey, CEO, ABP News, Bhaskar Sharma, CEO, Red Bull, Parag Desai, Executive Director, Wagh Bakri Tea, K N Shanthkumar, Executive Director, Deccan Herald Group, Anuj Poddar, CEO, Bajaj Electricals, Aditya Swamy, Director Agency Partnerships and Creative Services, Google India, Nitin Bawankule, Head Ad Sales, Star and Disney India, Rohit Malkani, CMO, Crompton, Prathyusha Agarwal, CMO, Zee Entertainment Enterprises Limited, Karthi Marshan, CMO, Kotak Mahindra Group, Sumit Mathur, CMO, Kellogg’s India, Swapneel Naidu, Senior VP, Glenmark, and other eminent people from the marketing and media world.

As is well known the volume of Print Advertising in all major markets in the world is declining and this trend has now been seen over the last many years. However, Print Media in India is a different story. Print Advertising has shown tremendous resilience, and not only has it maintained its volume and value, but has infact increased it. According to Pitch Madison Report in 2019 Print Advertising grew by a further 3% and crossed the Rs. 20,000 crore figure. India is also the only major market where Print has a dominant share even today of 30%, with total Advertising market estimated by Pitch Madison Report at Rs. 67,603 crore.

FMCG, Auto, Education, Real Estate and Retail are the main categories that contributed almost 50% to Adex in 2019. Ecommerce is fast emerging as an important category for Print and grew 14%, over 2018. Political Parties are estimated to have contributed Rs. 200 crore account of Lok Sabha Elections.

Nearly 65% of Print’s growth of Rs. 588 crore is accounted for by 4 categories – Education, Ecommerce, Real Estate and Retail.

English language contributes 25% to Print Advertising.

Print continues to draw its strength from its large diversified category portfolio and has as many as 2,00,000 Advertisers, compared to TV which has only around 12,500 Advertisers. It takes as many as 12 categories to contribute more than 70% to Print, compared to only 4 categories to contribute the same number to TV Advertising.

Forecast

The Pitch Madison Advertising Report Forecasts a growth of 10% in 2020 guided by the expectation that the economy should bounce back in 2nd half of 2020. The report therefore forecasts a subdued first half for advertising spend, but a buoyant 2nd half, specially quarter 4. The Report also forecasts that Print in India will continue to buck the global trend and further grow in India by 2% in 2020.

Says Mr. Sam Balsara, Chairman, Madison World, “I believe Adex will grow dramatically over the next 5 years given that we are one of the larger growing economies of the world and already growing at twice the rate of global Adex (11% vs 5.4%). Despite this India’s contribution to global Adex is under 2%, which is bound to go up. Advertisers need to experiment more with media and do things differently to harness the power of media for Brands.”

● Virat Kohli to feature in the brand’s upcoming campaigns across platforms

● iQOO 3 to launch on 25th February and will be available on Flipkart

iQOO, the premium, high-performance smartphone brand which recently announced its entry in India, today announced Virat Kohli as its new brand ambassador. Focussed on high-performance, iQOO represents brave and competitive winners who choose their passions and outperform all obstacles to set new benchmarks. With Virat Kohli, who is the epitome of high-performance, iQOO seeks to touch the hearts of today’s young, energetic and performance focussed generation.

Virat is an undisputed king in the world of Cricket and has quickly achieved an iconic status because of his passion, match-winning performances and magnetic personality. He will be seen in an integrated campaign, the first leg (teaser phase) of which is already live on the brand's social media handles/ channels and Flipkart. The second leg is scheduled to go live at the launch on 25th of February across digital, print and Flipkart. The campaign will be on air during IPL season, and aims to inspire those who are willing to push their limits and will not let any barrier stop them from achieving their quest.

Speaking on the announcement, Gagan Arora, Director-Marketing – iQOO said, “As a brand, we want to appeal to young, energetic people who are determined to respond to any challenge with aplomb. Virat is the most seamless fit for our brand’s personality, and we are pleased with him being the face of iQOO. We are hopeful that our focus on high performance, innovation, and differentiation in the premium segment is well communicated through the campaigns that we are going to drive with Virat.”

Speaking on the brand association, Virat Kohli said, “I am really excited to associate with iQOO. As an athlete, I have always believed in constantly pushing the boundaries and raising the standard of performance. iQOO, as a brand, appears to be determined to bring value to the smartphone market through high-performance smartphones. And I am excited to be a part of this quest.”

iQOO is soon going to launch its first product for the Indian market on 25th February. The device will address the needs of today’s smartphone fanatics who desire lag-free experience, unparalleled gaming capabilities and uninterrupted content consumption.

The essence of iQOO products is speed. iQOO offers innovative solutions that make it easy for users to get the most out of their device. Supported by industry-leading 5G technology, the iQOO brand is built for the fast-moving generation. Blending superior performance with a sleek design, iQOO handsets are equipped with powerful processors and sharp displays, enabling a seamless experience for its users.

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