20 January 2020 07:18

MediAvataar's News Desk

MediAvataar's News Desk

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Wednesday, 08 January 2020 00:00

Facebook: Enforcing Against Manipulated Media

People share millions of photos and videos on Facebook every day, creating some of the most compelling and creative visuals on our platform. Some of that content is manipulated, often for benign reasons, like making a video sharper or audio more clear. But there are people who engage in media manipulation in order to mislead.

Manipulations can be made through simple technology like Photoshop or through sophisticated tools that use artificial intelligence or “deep learning” techniques to create videos that distort reality – usually called “deepfakes.” While these videos are still rare on the internet, they present a significant challenge for our industry and society as their use increases.

Today we want to describe how we are addressing both deepfakes and all types of manipulated media. Our approach has several components, from investigating AI-generated content and deceptive behaviors like fake accounts, to partnering with academia, government and industry to exposing people behind these efforts.

Collaboration is key. Across the world, we’ve been driving conversations with more than 50 global experts with technical, policy, media, legal, civic and academic backgrounds to inform our policy development and improve the science of detecting manipulated media.

As a result of these partnerships and discussions, we are strengthening our policy toward misleading manipulated videos that have been identified as deepfakes. Going forward, we will remove misleading manipulated media if it meets the following criteria:

· It has been edited or synthesized – beyond adjustments for clarity or quality – in ways that aren’t apparent to an average person and would likely mislead someone into thinking that a subject of the video said words that they did not actually say. And:

· It is the product of artificial intelligence or machine learning that merges, replaces or superimposes content onto a video, making it appear to be authentic.

This policy does not extend to content that is parody or satire, or video that has been edited solely to omit or change the order of words.

Consistent with our existing policies, audio, photos or videos, whether a deepfake or not, will be removed from Facebook if they violate any of our other Community Standards including those governing nudity, graphic violence, voter suppression and hate speech.

Videos that don’t meet these standards for removal are still eligible for review by one of our independent third-party fact-checkers, which include over 50 partners worldwide fact-checking in over 40 languages. If a photo or video is rated false or partly false by a fact-checker, we significantly reduce its distribution in News Feed and reject it if it’s being run as an ad. And critically, people who see it, try to share it, or have already shared it, will see warnings alerting them that it’s false.

This approach is critical to our strategy and one we heard specifically from our conversations with experts. If we simply removed all manipulated videos flagged by fact-checkers as false, the videos would still be available elsewhere on the internet or social media ecosystem. By leaving them up and labelling them as false, we’re providing people with important information and context.

Our enforcement strategy against misleading manipulated media also benefits from our efforts to root out the people behind these efforts. Just last month, we identified and removed a network using AI-generated photos to conceal their fake accounts. Our teams continue to proactively hunt for fake accounts and other coordinated inauthentic behavior.

We are also engaged in the identification of manipulated content, of which deepfakes are the most challenging to detect. That’s why last September we launched the Deep Fake Detection Challenge, which has spurred people from all over the world to produce more research and open source tools to detect deepfakes. This project, supported by $10 million in grants, includes a cross-sector coalition of organizations including the Partnership on AI, Cornell Tech, the University of California Berkeley, MIT, WITNESS, Microsoft, the BBC and AWS, among several others in civil society and the technology, media and academic communities.

In a separate effort, we’ve partnered with Reuters, the world’s largest multimedia news provider, to help newsrooms worldwide to identify deepfakes and manipulated media through a free online training course. News organizations increasingly rely on third parties for large volumes of images and video, and identifying manipulated visuals is a significant challenge. This program aims to support newsrooms trying to do this work.

As these partnerships and our own insights evolve, so too will our policies toward manipulated media. In the meantime, we’re committed to investing within Facebook and working with other stakeholders in this area to find solutions with real impact.

 

Written by Monika Bickert, Vice President, Global Policy Management, Facebook

Wednesday, 08 January 2020 00:00

Ogilvy and Bajaj Celebrate 18 Years of Thrill

It was 2001 when Bajaj decided to launch a higher cc motorcycle in a market which was predominantly 100cc.

Pulsar since it's launch, changed the face of the Indian motorcycle industry forever. Pulsar burst on the scene with the iconic ‘It’s a Boy!’ commercial and ‘Definitely Male’ tag line. Conceptualized by Piyush Pandey, this started the Ogilvy-Bajaj partnership that has stood strong for nearly two decades. Today, Ogilvy and Bajaj have come together to celebrate the coming of age of the one thing that Indian youth aspires to own.

“We launched Pulsar with the tagline ‘Definitely Male’ in 2001. This has remained unchanged for 18 consecutive years, something unique and a testimony to the enduring nature of Pulsar’s appeal across generations of riders. With the Pulsar’s birth, we saw a future for the brand as a brawny masculine man thus the only line uttered in the launch ad was ‘It’s a Boy’. I’m glad to see this ‘Boy’ turn into a thrill-loving 18-year-old ‘Man’. Pulsar and its communication are proof that our home-grown brands are not only built on strong foundations but have what it takes to go global and win across the world.” says Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy.

Speaking on the occasion, Narayan Sundararaman, Vice President, Bajaj Auto said “Over the years, brand Pulsar has grown from strength to strength to become one of the fastest-growing motorcycle brands in the country. The Pulsar range now extends all the way from 125cc to 220cc. In 2018 Pulsar crossed the 1 crore sales milestone in global sales. Today, Pulsar is sold in 65+ countries and in 15+ of those, Pulsar is already the market leader. Every third sports bike sold in India is a Pulsar. Cumulatively, Pulsar commands over 40% share in the sports motorcycle segment in India.

Pulsar turning 18 is a big moment not just for Bajaj or the Indian motorcycling industry but a proud moment for India itself. The motorcycle that every 18-year-old dream of owning and riding turns 18 to stamp with authority the fact that a product designed and developed in India can and is a noted bestseller and world-beater. This is proof that Indian innovation & engineering has been doing their best for nearly two decades. Consistent with the growth of Pulsar is it’s communication – Built on differentiation as much as the product is, the arc of Pulsar’s communication has seen it take the extreme and push the boundaries even further.”

“With Pulsar turning 18, we decided to tell a story of a pulsar rider, from the time he is born. The film tracks the journey of a boy that is probably the story of almost each one of us. From the time we learn to walk, how we start seeking thrills every single day. The naughty kid who can’t wait to turn eighteen so he can get his license and his hands on the ultimate thrill machine, the Pulsar. The answer to all our thrill-seeking needs.” says Sukesh Nayak, Chief Creative Officer, Ogilvy India.


Credits:

Client: Bajaj Auto

Brand: Pulsar

Client Team:

Narayan Sundararaman, VP Marketing

Shardul Mujumdar, Category Head, DGM Two-Wheeler Marketing

Shardul Verma, Brand Manager

Agency: Ogilvy

Account Management:

VR Rajesh, Office Leader, Ogilvy West

Roopesh Shah, Senior Vice President

Robin Abraham, Management Supervisor

Narendra Tiwari, Account Director

Bhavika Bedi, Account Supervisor

Account Planning:

Ganapathy Balagopalan, Head Of Strategic Planning, Ogilvy West

Srinivas Madala, Sr. Vice President

Aakash Singh, Planning Director

Creative:

Sukesh Nayak, Chief Creative Officer, Ogilvy West

Hemal Jhaveri, Group Creative Director

Sundar Sharma, Creative Director

Vivek Jadhav, Creative Director

Prasanna Bhave, Copy Supervisor

Following a hotly contested multi-agency pitch in 2019, Wunderman Thompson South Asia has won the creative mandate for AirAsia.

The agency will be supporting brand strategy and shaping the communications narrative in India for the world’s best low-cost airline, taking care of above the line (ATL) and digital creative mandates.

Commenting on the decision to appoint Wunderman Thompson as their creative agency, Siddhartha Butalia, Chief Marketing Officer, AirAsia India said, “It’s a pleasure to have Wunderman Thompson on board at this pivotal juncture. As a distinctive brand with a differentiated proposition in a category fraught with commoditization, AirAsia is well poised to make the most of the phenomenal potential in the sector. Wunderman Thompson approached the opportunity with strong strategic insights and compelling creative ideas that bring the emotion and inspiration back to travel. We’re looking forward to partnering with them to drive consideration and relevance across the customer journey, take off to even greater heights and explore new territories.”

Speaking about the win, Kundan Joshee, Senior Vice President and Managing Partner, Wunderman Thompson, Bengaluru says, “AirAsia has a unique value proposition and a distinct challenger brand spirit that makes it such a powerful brand. With the airline and travel industry all set for rejig, there couldn’t be a better time to leverage the strengths of the brand. Our job is to partner with AirAsia and bring alive its philosophy of service, efficiency and innovation. In today’s times it’s essential for a brand to have multiple conversations with people across touchpoints and this gives us the opportunity to do new age work and drive interesting conversations around the brand.”

Priya Shivakumar, National Creative Director, Wunderman Thompson, Bengaluru says, “The aviation industry is at the cusp of reinventing itself. Communication can play a big role in creating the first among equals advantage for a brand and we are eager to partner AirAsia in a take-off that builds on its impressive lineage. It is a huge opportunity to push the envelope on ideas in a category that is as exciting as it is challenging.”

AirAsia India is a joint venture between Tata Sons Private Limited & AirAsia Investment Limited. AirAsia India commenced operations on 12 June 2014 with Bengaluru as its primary hub. Their agenda is to drive salience across markets with customised content and clutter-breaking communication that inspires diverse audiences with their brand promise and aspirational journey ahead.

Wunderman Thompson understood AirAsia India’s strategic and brand objectives and will be working on developing the brand’s strong and sustainable positioning that will cut across geographies, demographics and mindsets and deliver differentiated content with incisive insights.

New Years is just around the corner, and millions in India are making resolutions.

They're resolving to join a gym, a self-improvement course, to eat healthier, be better parents, or add spice to their married lives by committing infidelity! Gleeden- the leading extramarital dating app in India- has substantial evidence that thousands of Indians New Years resolution is to commit infidelity or flirt with prospect of doing so. The evidence comes in the form of a massive surge in Gleeden subscriptions right after new years’.

In the first week of January, when couples are back at work, and children's winter vacations have ended, traffic on Gleeden explodes. This explosion happens after the holidays- a time most spend with their families- and is a global trend. Indians and foreigners, flock to Gleeden when the holiday season has passed. The only way to explain this perennial explosion on Gleeden is by recognising it is driven by married men and women who wish to start the New Year with a “bang”. Gleeden has data backing up the claim that Indians make new years’ resolutions to find love or flirt online. In the first week of January 2019, Gleeden’s daily subscriptions shot up by 295% compared to the previous two weeks. Furthermore, the number of new subscriptions in the first week of January 2019 was 245% of the entire months’.

Neither was 2018 a stranger to this trend. In the first week of January 2018, new daily subscriptions exploded by 190% on Gleeden compared to the previous two weeks. They were 95% more than the daily average of the entire month. This trend was visible on Gleeden across the world.

In November of 2019, the most number of men on Gleeden were from the following cities: Bangalore, Mumbai, Kolkata, Delhi, Pune, New Delhi, Hyderabad, Chennai, Gurgaon, Ahmedabad, Jaipur, Chandigarh, Lucknow, Kochi, Noida, Vishakhapatnam, Nagpur, Surat, Indore, and Bhubaneswar respectively. In the same period, the most number of women on Gleeden were from: Bangalore, Mumbai, Delhi, Kolkata, New Delhi, Pune, Hyderabad, Chennai, Gurgaon, Chandigarh, Ahmedabad, Jaipur, Kochi, Noida, Lucknow, Indore, Surat, Guwahati, Nagpur, and Bhopal respectively

There is every reason to believe that, like in January the past two years, there will be an explosion of daily subscriptions on Gleeden in the first week of January 2020. The number of daily subscribers on Gleeden will explode in the cities listed above as married men and women flirt with making the New Year kinkier and more memorable than the one gone by. Many new subscribers may not follow through with infidelity. Still, they will be turned on by the prospect of sharing intimate moments with others online. Right now many married women and men in India are thinking “a new year means a new me”. They know there is no newer “me” than one who flirts with infidelity online.

Married couples in India aren’t alone; others in foreign lands are also thinking about how to make 2020 one of the most exciting years of their lives. Gleeden has data backing this up.

Starcom and MRY USA win Grand Prix for Vans

Campaigns for a wide range of brands, including Booking.com, Nike, TalkTalk and Uber are among the winners of the Best Use of Data category of WARC's Media Awards 2019, a global case study competition recognising communications planning which has made a positive impact on business results.

A total of nine winners - one Grand Prix, two Golds, three Silvers and three Bronzes - have been awarded in the Best Use of Data category that highlights the role of data in an effective communications strategy.

The jury, chaired by Scott Marsden, SVP, Head of Marketing, Parachute, also awarded three Special Awards for particular areas of expertise: the Personalisation Award, for the best example of a campaign that used data to segment effectively; the Attribution Award, for the best example of a channel attribution model; and the Data-Driven Insight Award, for a campaign where data helped to identify the right audience at scale.

The Grand Prix, as well as the Personalisation Award, has been awarded to Starcom and MRY in the US for the 'Not Just One Creator' campaign for footwear and clothing brand Vans.

Capitalising on the increased customisability of its shoes, Vans used influencers to successfully broaden its appeal among teens and young adults in the US, generating both brand awareness and revenue.

Commenting on the Grand Prix winning campaign, jury member Benoit Weisser, Chief Strategy Officer, Ogilvy Asia, commented: "Vans went niche but also maximised a commercial audience, and data played a central role in unlocking that."

The full winners list of the 2019 WARC Media Awards - Best Use of Data category is:

Grand Prix

Not Just One Creator · Vans · VF Corporation · Starcom, MRY · United States + Personalisation Award


Gold

Next% - Speed is your currency · Nike · Mindshare China · China + Data-Driven Insight Award

Digital Window Shopping · Sport Chek · FGL Sports · Touché! · Canada

Silver

Econometrics optimisation · TalkTalk · m/SIX, The&Partnership · United Kingdom + Attribution Award

From Couch to Coast · Central Coast · Tourism Central Coast · AFFINITY · Australia

Uber Legends · Uber · FP7 McCann Dubai · Jordan, United Arab Emirates

Bronze

Real-Time Infection Alert System · Lifebuoy · Unilever · Mindshare Vietnam · Vietnam

Data-proofed social campaign · Booking.com · Mindshare · China

Using Google Search ads as a real-time news portal · ZEE5 · ZEE Entertainment Enterprise Ltd · Publicis Media, Equinox Digital · India

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