MediAvataar's News Desk
Winning Strategies for an Evolving Media Landscaping
The advertising landscape is evolving at an extraordinary pace as media proliferation and technology advances create new ways of connecting with consumers. We watch videos on phones, stream music on laptops and read newspapers on tablets—sometimes all at once. Needing to reach, resonate with, and get a reaction from the right audience in a world of choice can make it difficult to decide where to allot one’s advertising dollars.
While there isn’t one simple rule for maximizing advertising effectiveness in such a saturated market, understanding how consumers feel about the ads served on the various media platforms they use every day is a good place to start.
WHO DO WE TRUST?
The most credible advertising comes straight from the people we know and trust. More than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family. But trust isn’t confined only to those in our inner circle. In fact, two-thirds (66%) say they trust consumer opinions posted online—the third-most-trusted format.
Owned (brand-managed) online channels are also among the most trusted advertising formats. In fact, branded websites are the second-most trusted format, with 70% of global respondents saying they completely or somewhat trust these sites. In addition, more than half of respondents (56%) trust emails they signed up for.
The media, marketing and advertising fraternity is all set for a lively musical night today.Khumaar will have some talented professionals performing old melodies in front of some legends.
KHUMAAR is a personal initiative of Bipin R Pandit, Chief Operating Officer, The Advertising Club. It has been organized since the last nine years with great amount of success. The title for the first year was Shame-e-Ghazal which was an exclusive Ghazal programme by the great Ghulam Abbas Khan, son in law of Padma Bhushan Ghulam Mustafa Khan. Since the second year the programme had unforgettable popular Hindi musical hits of yesteryears hence the title Khumaar as the audience experience intoxication through top quality music.
Khumaar has gained in popularity with every passing year and is held for the past 10 years in top auditoriums of Mumbai. Today it is a group of 18 artists (4 to 5 male singers, 2 female singers, 10 musicians, 1 Compere and mimicry artist and a sound recordist). As Khumaar grew in popularity most of the known faces from the Advertising, Media & Marketing Industry started attending the shows.
Some names who have graced the Khumaar show regularly are Shashi Sinha, Pratap Bose, Bhaskar Das, Prasoon Joshi, M. G. Parameswaran, Nagesh Alai, Ajay Kakar, Ajay Chandwani, Ramesh Narayan, Bharat Dabholkar, Pradeep Guha, Sunil Lulla, Avinash Kaul, Pranesh Misra etc.
Some top class artists who have sung for the Banner are Ghulam Abbas Khan, Pandit Suresh Wadkar, Roop Kumar Rathod etc. Khumaar was also graced by the presence of legendary Pyarelalji of Laxmikant Pyarelal fame.
KHUMAAR has been conducted at all major metros and in all interiors of Maharashtra.The uniqueness of the show lies in proper segmentation i.e. Solo, Duets,Classical, Quwwalis, Hits of unsung heros.
“All the artistes are top-notch professionals who do stage shows for a living and also work with top music directors of the film industry,” said Pandit adding, “The objective is to have a musical night for the industry and bring the media, marketing and advertising fraternity together to have a fun filled event.” Music is like a soothing lotion it knows no agendas, politics and exchanges. It takes everyone close to God.
Khumaar is happening on Saturday, 26th september, 2015 at the Maniksabhagrha Auditorium of I.E.S, Opp.Lilavati Hospital and close to Rangsharda, Mumbai at 6.30pm.The show is webcast live on website www.bipinpandit.com.
· Joins hands with USAID, PlanetRead and IIM Ahmedabad to raise reading skills in Maharashtra
· Adopts Same Language Subtitling (SLS) on its regional channels
Quality education is the right of every child. ZEE Entertainment, in association with USAID, Planet Read and the Indian Institute of Management, Ahmedabad (IIM A) has implemented Same Language Subtitling (SLS) on its leading regional channels, Zee Talkies and Zee Marathi with the aim to improve the basic functional reading competency of children in Maharashtra. The initiative is in line with the Ministry of Human Resource Development’s Sarva Shiksha Abhiyan (SSA) - ‘Padhe Bharat Badhe Bharat’.
Speaking on this initiative, Mr. Punit Goenka, MD & CEO, Zee Entertainment Enterprises Limited (ZEEL) said, “Television, being an effective medium of mass communication, is an excellent platform for children to improve their reading skills. We, at ZEE, had undertaken this pilot project of Same Language Subtitling on our regional channels, Zee Talkies and Zee Marathi with the objective of improving literacy in children in Maharashtra. Over the span of 2 years, SLS has been activated for songs in over 250 frequently aired movies in our library. Seeing the successful results of this study, we plan to extend this project to our other channels, as well.”
Prof. Brij Kothari, IIM Ahmedabad and co-author of the SLS report stated, “In the pilot project, for nearly two years, from June 2013 to May 2015, Same Language Subtitling (SLS) was added on all the songs of 10 weekly Marathi movies telecast in prime time, on Zee Talkies, the state’s most popular 24 x 7 Marathi movie channel. The song-subtitled movies were further repeat-telecasted in other slots on Zee Talkies and Zee Marathi. Together, this resulted in an unprecedented scale up of SLS in Maharashtra, far more than the project had even planned for or anticipated. The study has shown tremendous impact on school children's reading skills, especially in Classes 1-3, with the results showing 10 to 14% more children becoming good readers in each grade.”
Conceived in 1996, SLS is simply the idea of subtitling mainstream TV content in the “same” language as the audio. What you hear is what you read. Several research studies have found that SLS causes automatic and inescapable reading engagement among viewers. Especially on song-based content, regular SLS exposure is known to contribute to reading skill improvement.
Aamir Khan dons the hat of a ‘shayar’
Snapdeal, India’s largest online marketplace, announced the launch of its new brand campaign called ‘Yeh Diwali Dil ki Deal Wali’, featuring the legendary and versatile actor Aamir Khan in the avatar of a ‘Shayar’. The 360 degree campaign conceptualized and executed by FCB Ulka is focused on the upcoming festive season and aims to build excitement and anticipation amongst the audience in a quirky manner. It is spread over 8 weeks with a series of commercials to strike a chord with different audiences.
Talking about the new campaign, Idi Srinivas Murthy, Senior Vice President - Marketing, Snapdeal said, “The campaign aims to build a ‘differentiated’ connect with audiences and this sets it apart from the usual Diwali advertising campaigns. The focus is on engaging with our audience beyond the transactional proposition and urge them to celebrate ‘Yeh Diwali Dil ki Deal Wali’ in true Snapdeal-style. Aamir Khan is a supremely versatile actor who can instantly connect with the audience in any role that he plays. As a quirky Shayar, his self-deprecating humor drives the message that however things may turn-out in life, you will always find a Dil ki Deal on Snapdeal.”
Excited about the new campaign, Aamir Khan said, “I am really glad that Snapdeal came up with this Sale O Shayeri concept. I really enjoyed shooting for it. I love doing humour, and it was great fun.”
The Diwali brand campaign aims to elevate Snapdeal’s positioning and emotional connect with audience that was established by the Dil ki deal campaign launched earlier this year. Entertaining content that sparks conversations gives a new flavor to the earlier rendition of the Dil Ki Deal campaign. The shayari built into the communication has quintessential roots but it is contemporized to resonate with the youth with insights from their everyday lives. The campaign has already created a lot of buzz and excitement amongst the audiences. The preview and teasers which were launched on Social Media during the weekend have reached more than 10 million views across all social media platforms.
#SnapdealDiwaliComingSoon trended #1 on Twitter in India on Saturday and Sunday and within an hour of the launch of our first tvc, #DiwaliDilKiDealWali has been trending #1 in India. Given this response, we are sure users are eagerly awaiting for the campaign to unfold and are ready to say ‘Irshaad’.
Given all of this bullish planning, Srinivas further added, “We saw tremendous surge in sales during Diwali last year, recording 15x increase in traffic. This year, we are strengthening all aspects of business operations including logistics, supply-chain, financial and technological support; to make Diwali shopping as seamless as any other day on Snapdeal. Our customer as well as seller base has grown phenomenally in the last year and we expect this base to further expand exponentially during the Diwali 2015 season”.
The campaign will focus on showcasing the range of exciting offers on Snapdeal as people get together to celebrate the joy and camaraderie of festivities. Over the next 8 weeks, Snapdeal in this new campaign will utilize both Offline (TV, Print, Radio, OOH) and Online (Paid Digital, Newsletters, Notifications, Social Media) platforms to reach out to its audience.
Commenting on the TVC, Vasudha Misra, Sr. Creative Director FCB Ulka Delhi, said, ‘Diwali is perhaps the most cluttered time in the advertising calendar. The greatest challenge at this time is to create something that makes an impact without adding to the cacophony. Thus we arrived at the idea of sale-o-shayari. Something that drives home the message while hopefully making people smile. And also make them look out, or perhaps even seek out, the other shers of the series.’
Directed by renowned advertising veteran, Prasoon Pandey, the TVC has gone live across all platforms.
Duration: 30 sec
Creative Agency: FCB Ulka
Chief Creative Officer: Satbir Singh
Sr. Creative Director: Vasudha Misra
Creative team: Hasan Syed Jafri, Deepika Chauhan, Vera Raina, Charushree Amar, Shahid Raza, S Srinath, Monikongkona, Nikhil Mahisne, Ajeet Shukla
Account Management: Sharad Mathur, M Damodaran, Rachin Mahendroo, Harshit Arora
Account Planning: Anirban Chaudhuri
Production House: Corcoise Films
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala
India’s leading media conglomerate, Zee Entertainment Enterprises Limited (ZEEL) today announced the shifting of its corporate office in Mumbai from Continental, Worli to Marathon Futurex at Lower Parel.
The other Essel Group companies like Zee Media Corporation Limited, Essel Infraprojects and Essel Finance will also move to the new office. The premises will span from the 14th to the 20th floor of the building.
Commenting on the move, ZEEL’s Chief People Officer, Rajendra Mehta said, “The re-location of our Corporate Office will help us in leveraging cross-functional and inter-company efficiency, strengthening strategic partnerships within the Group. Obviously, for our employees, the new office also provides a much better work environment.”
Speaking on the internal branding at the new office, Roland Landers, Chief Brand Officer, ZEEL said, “The entire creative approach was built utilizing the values of all the Essel Group Companies occupying the new office, in order to achieve a unified brand personality and identity. The method used in the branding dates back to Karl Jung and the 12 archetypes that exist in the world and reveals that every brand, just like a human being, has its own personality and attitude. While personality is who we are at the heart, our tone of communication is largely reflective of our attitude. Our guiding philosophy “Vasudhaiva Kutumbakam –The World is My Family” has been highlighted throughout the interiors of our new office with enriching words from various global languages like Russian, Arabic, Swahili, French, Bahasa, Spanish, Hindi, Italian and Thai, but in a common Devanagri script- that act as guiding principles to all. Each word signifies a specific value that is in accordance with the core ethos of the entire group’s culture.”
From ‘Adil’ in Arabic that means ‘justice’ to ‘Simmya’ in Russian that means ‘family’, from ‘Armonia’ in Italian that means ‘harmony’ to ‘Vijdaan’ in Turkish that means ‘honesty’, every value has been highlighted with nuances from the language that the values have been derived from. These values when put together, narrate a beautifully scripted story that binds ZEEL and Essel Group together – as One Family. The internal branding at the new office was conceptualized and executed by DY Works along with ZEE’s Corporate Brand team.