29 February 2020 03:32

MediAvataar's News Desk

MediAvataar's News Desk

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8 industry icons to adjudge the most effective communication programs that fight violence towards women

Driving up the agenda of equality, safety and inclusion, The Advertising Club and the Advertising Agencies Association of India (AAAI) have once again come together to launch ‘The Red Abby’ award as a part of Goafest 2020. ‘The Red Abby’ awards have been instituted to acknowledge the best creative works that address the issue of violence against women in society.

The jury for the Red Abby Awards include some of the foremost leaders from across the FMCG, advertising, media, creative and entertainment industry.

The jury list for ‘The Red Abby’ 2020 (in alphabetical order)

Anupriya Acharya- CEO, Publicis Groupe, South Asia

Babita Baruah, Managing Partner, GTB India

Deepika Warrier, CEO, Nourishco Beverages (a joint venture between Pepsico and Tata Global Beverages)

Lara Balsara Wajifdar, Executive Director at Madison World

Megha Tata, MD- South Asia, Discovery Communications India

Mini Mathur, Acclaimed Actor and Television Host

Raj Nayak, Media Veteran and Founder, House of Cheer

Tarun Katial, CEO, Zee5, India

The esteemed jury is entrusted with the key responsibility of together screening entries received in ‘The Red Abby’ category, thereby arriving at the shortlist. The jury meet is scheduled for 17th March in Mumbai where the jurors will test creativity and impact of the communication campaigns.

Speaking about the judging process, Partho Dasgupta, President- The Advertising Club President said: “Women’s safety is a cause that needs a loud and clear voice. The esteemed jury of ‘The Red Abby’ comes from a diverse background with rich experience in their respective industries. Their collective experience will make the evaluation process robust and fair, while adjudging the works’ impact.”

Speaking about the stellar jury, Sonia Huria, Managing Committee Member of The Advertising Club and Evangelist – ‘The Red Abby’ said, “At the heart of a successful campaign is the impact it made. In case of ‘The Red Abby’ the impact will be basis the effectiveness of the behaviour change messaging of the campaign. With such an esteemed jury for its maiden edition, we are sure that the best-in-class works will find their right place in the Abby Awards Hall of Fame.”

Avataar.Me, a 3D AR/AI platform powering marquee digital marketing and commerce leaders globally, today announced the appointment of Mayank Tiwari as a Partner and its Chief Business Officer – becoming one of the three firm Partners. Leading on-ground teams in SF and Delhi, Tiwari will be responsible for leading the expansion of the global business footprint, its customer growth strategy and cementing Avataar’s global position as the leader in Advertising & Commerce AR. He will focus on global business development and enterprise sales, market activation and platform brand- building.

Tiwari brings two decades of rich experience as a P&L operator, PE Operating Partner and management consultant. In the last decade as a PE Operating Partner, most recently at KKR, he has helped several growth businesses across sectors, scale and build dominant business positions. Prior to that, he has also held leadership roles as CEO of F&B Asia (PE backed food services platform) and Hindustan Unilever, leading its Household Care and Deodorants business units. He also served as a management consultant at BCG in the US.

Announcing the appointment, Sravanth Aluru, CEO and Co-founder, Avataar.Me said, “I am super excited to have Mayank on board as a Partner. I have known Mayank since 2007 from our MBA days at Wharton, and he brings a unique combination of commercial and leadership acumen, growth track record scaling PE owned businesses, as well as a CMO’s perspective to Avataar. Mayank is best positioned to lead our global business building efforts and establishing Avataar as the global leader in Advertising & Commerce AR.”

On his appointment, Mayank Tiwari, Partner & CBO, Avataar.Me said: “The Avataar team has built a pioneering tech platform and there couldn’t have been a more opportune time to join the company, as a confluence of factors has led to an inflection point in driving exponential growth in AR. I am very excited to take charge of leading our global growth surge, especially as CMOs can no longer ignore the mounting evidence of immersive 3D/AR driving higher engagement and conversion outcomes than 2D videos and static advertising.”

Mayank holds an MBA in Finance and Strategy from The Wharton School and a B.Tech. degree in Computer Science from SGSITS Indore.

Rap features internet sensation Baba Jackson & actor Biswapati Sarkar based on the average Indian’s tax-saving hassles

Part of brand’s effort to promote its comprehensive tax-saving solution featuring ELSS, NPS, Health Insurance & Life insurance

As Indians enter the last month for saving tax for this financial year, ETMONEY, India’s largest online wealth management app with 7.5Mn users, has launched a rap song featuring India’s newest dance sensation, TikTok star Yuvraj Singh, famously known as Baba Jackson and actor Biswapati Sarkar on the average Indian’s fight against the ‘Tax Ka Bhoot’ haunting their lives.

Available on YouTube as well as leading music streaming apps, the ‘Tax Ka Bhoot’ rap sung by Abby Viral revolves around relatable slices of an average taxpayer’s annual struggle and frustration of managing expenses and aspirations while paying taxes. The video also characterises the ‘Tax Ka Bhoot’ as a group of masked unnamed villains from a syndicate determined on troubling the average Indian with their nefarious ways of dismantling their efforts to save and live a good life. The video is conceptualized and produced by RVCJ Digital Media in partnership with the ETMONEY marketing team led by COO Santosh Navlani.

Santosh Navlani, COO & Head of Marketing ETMONEY said, “Taking our tax campaign ahead in its final phase in run-up to March 31st deadline, we have launched India's first-ever RAP on Tax. The primary motivation to become financially savvy for our mobile-first millennial users is to "avoid the pain of tax deduction", and this led to the idea of the video that highlights the pains of Indian taxpayers & what they can do to avoid them.”

Credit roll:

Creative Agency: RVCJ Digital Media

Executive Producer: Ashwin Salunke

Creative Lead: Arth Vasava

Creative Producer: Pankaj Kothawade

The esteemed OTT & Digital Marketing Innovation Awards in association with Promax is one proud bunch at this hour.

After hosting a successful event today at Taj Santacruz in the presence of speakers & panelists, a room full of content creators, digital experts, innovators, marketing professionals, filmmakers and the who’s who from the Indian OTT & digital industry, the event did full justice to its theme for the year - ‘Digital Re-Invent 2020’.

The conference kick-started with a welcome message from the event’s conference chair, Rajiv Bakshi, CEO of Reliance Big Synergy Media.

Insightful and inspirational panel sessions followed through including ‘Keynote Mastermind’, hosted by ZEE5’s CEO Tarun Katial, who said ‘At every juncture in this industry the opportunity is great but also the responsibility is humungous. How quickly people turn to digital media depends on all of us. Before creating content, we need to understand the market, the consumer, the potential and much more’.

‘OTT Visionaries – Re-Invent 2020’ led by Raj Nayak, Director & MD of House of Cheer Network brought about interesting discussions on monetizing the platforms and their brand USP.

The panel was attended by an Karan Bedi, CEO of MX Player, Kranti Gada, COO of Shemaroo Entertainment Limited, Gourav Rakshit, COO of Viacom18 Digital Ventures and Vishnu Mohta, Co-Founder of hoichoi. This session brimmed with substance and imagination in and was remarkably insightful. The next session, ‘The Emerging Content Opportunities’ kept everyone engaged with an exemplary line- up of programming heads and content savants representing the best OTT brands in the country. The panelists in this fiery session included Monika Shergill, Director of International Originals at Netflix India, Aparna Acharekar, Programming Head at ZEE5, Gautam Talwar, Chief Content Officer at MX Player, Aparna Purohit, Head of India Originals at Amazon Prime Video and Saugata Mukherjee, Head of Original Content on Sony Liv. The candid talk ‘Break the Rules’ with director duo Raj & DK hosted by VJ Anusha Dandekar was particularly popular amongst the crowd and received a great response. There was also a power- packed case study led session ‘Top Re-Invent Brand Strategies Showcase’ showcasing brand success stories of the leaders of the digital industry- Facebook, YouTube and Tik Tok presented by Prashant Sharma, Satya Raghavan and Ahteram Uddin respectively.

The cutting-edge discussions were followed by the much-awaited OTT & Digital Marketing Innovation Awards. Running for the first time this year, the awards acknowledged and celebrated this year’s greatest and the most quality-driven teams in the OTT & digital landscape. Netflix and Hotstar were the biggest champions of the evening with a tie at 5 trophies each. Close behind were Amazon Prime Video and ZEE5 who won the popular “Platform of the Year”. While Amazon Prime Video’s ‘The Family Man’ swept the award for the ‘Best Web Series National’, ‘Queen’ from MX Player was the gold winner in the ‘Best Web Series Regional’ category. Other notable winners included Nawazuddin Siddique as the ‘Best Male Lead of The Year’ for Sacred Games, Shefali Shah as the ‘Best Female Lead of The Year’ for Delhi Crime,, Hotstar for the ‘Best Content Marketing by a Brand on a Digital Platform’ for Game of Thrones and Malishka, who won a gold for ‘Best Digital Influencer of The Year’.

Speaking about the enormous success of the event, Rajika Mittra, Country Head, India, Hong Kong and the Philippines of Promax India, said, “We take great pride in setting a standard for innovation and creativity in the industry. This event is a testament to the skill, ingenuity, and vision of content creators and storytellers in the OTT & digital industry across the nation. We are ecstatic we were able to radiate the sheer-hard work and dedication of the deserving winners’.

In their debut year this season, OTT & Digital Innovation Awards gave out 16 golds and 16 silvers.

52% Indians are open to accept movies with their favourite actors playing homosexual characters

YouGov latest study brings in some good news for the LGBTQ community, as the findings show 64% of Indians confirming to the idea of mainstream Bollywood movies depicting same-sex relationships or characters as the main subject. While a majority of people (55%) expressed their excitement for Ayushmann’s upcoming movie that depicts him as a gay lead, more women than men (33% vs 27%) are likely to accept such commercial movies with homosexuality as the central theme. A region wise disparity is also seen with lesser number of respondents from South India (26%) who are extremely likely to accept movies based on homosexuality.

For the people that expressed their willingness to watch Ayushmann’s next movie - Shubh Mangal Zyada Saavdhaan, close to a half (45%) said they would watch the movie for its concept or storyline, followed by a third (34%) who said they will watch it for the lead actor. Novelty of the film (21%), Music (19%) and support cast (14%) were some other reasons why people displayed their interest in watching the movie.

Looking at the possible outcomes of mainstream cinema portraying same-sex relationships, 41% of the respondents said it could help create awareness about the taboos or stereotypes linked to homosexuality, followed by another 40% who feel it could help normalise conservations around the topic. However, close to one fourth people still feel that such movies could lead to increase in harmful targeting towards homosexuals in terms of mockery or abuse and lead to increased anxiousness for belonging to the LGBT community.

For a country that has only recently decriminalised same sex relationships, the depiction of sexual minorities in cinema has mostly been linked with social stereotypes. However, the study revealed that half of urban Indians (50%) are comfortable with the idea of watching movies based on homosexuality with friends and family. Among the generations, Gen Z is the most comfortable among all to watch such movies with their peers or family. The conservatism towards watching movies about homosexuality on big screen with close ones is lesser in Tier I cities (22%) as compared to Tier II (15%) and III (14%) cities of India.

Data collected online by YouGov Omnibus among around 1003 respondents in India between February 11th -13th, 2019 using YouGov’s panel of over 8 million people worldwide. Data is representative of the adult online population in the country

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