MediAvataar's News Desk

MediAvataar's News Desk

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Apple’s iPhone X is now a reality rather than the subject of rumor and, yes, it now has facial recognition, an all-screen design and a significantly faster processor. While commentators debate whether the iPhone X really is the “biggest leap forward since the original iPhone” it seems clear to me that the primary objective of the launch is to set a new price benchmark for the iPhone range.

Price anchoring is a well-known cognitive bias by which people’s perception of value for cheaper options is influenced by the highest known price. In my book Brand Premium I noted the use of this anchoring effect on VW’s Golf. The introduction of a limited range of R32s at a substantially higher price point made the price of the GTI look that much more acceptable. (I should note that the R32 has now been replaced by the R with a 2 liter TSI engine rather than the 3.2 liter V6 but the anchoring effect is the same.)

As noted in the Marketing Week article Apple is also introducing the iPhone 8 and 8 Plus, which are essentially updated versions of 2016’s iPhone 7 and 7 Plus, and lack the all-screen design of the X. This takes the iPhone range to a total of 8 available models. The iPhone X anchors the range at the top end at $999 and the SE is the most accessible offering at $349. This is a textbook strategy (if Brand Premium can be considered a textbook) of ensuring that a brand is as accessible as possible (without undermining margins) and will no doubt stand the iPhone in good stead in India and China.

While the difference in features and functionality between the X and SE are obvious I do wonder whether the trade-offs between the intervening models is clear enough. A key principle of branding up or down is to make sure that people are giving something up by opting to buy a cheaper model. Is wireless charging going to be enough to separate the 8 from the 7? (Yes, I know the chip is different, but unless Apple can make that difference tangible I suspect it will not be enough to swing a sale for the more expensive model).

I am sure that many people had high expectations of the iPhone X, this year’s BrandZ data finds that compared to the average brand ‘excited to see what they do next’ indexed at a massive 152 in the UK, 150 in the U.S. and 135 in China. Even if the new features are not enough to justify the $999 price point I suspect that the availability of the cheaper models will keep many potential buyers in the iPhone fold instead of jumping ship to Samsung.


Written by Nigel Hollis,Executive Vice President and Chief Global Analyst at Kantar Millward Brown.

Will cater to over 250 million Bengalis globally

SVF, Eastern India’s largest entertainment company, today announced the launch of Hoichoi, the much awaited one-stop digital content platform which is home to the largest collection of the best in Bengali entertainment.

Vishnu Mohta, Co-Founder - Hoichoi and Executive Director - SVF, said, “Hoichoi is the ultimate destination for Bengali entertainment, with something on offer for every Bengali - young or old, movie buff or music lover, student or working professional. We wish to connect with all of them, worldwide, on Hoichoi.”

Hoichoi’s Original Web Series cuts across genres like Thriller, Drama, Horror, Romance, Comedy, showcasing some of the best acting talent of the Indian entertainment industry, and created by the finest production houses and directorial talent.

Shrikant Mohta, Co-Founder - SVF & Hoichoi said, “We have been entertaining audiences over the last 20 years as storytellers, creators and distributors of the best entertainment content across cinemas and television. With the world moving to mobile, we decided to diversify into digital content with Hoichoi and created exclusive content for the same. The creative freedom this space offers is unparalleled.”

Hoichoi, which means non-stop excitement, is being launched with a strong content portfolio of Original Web-Series, over 500 Bengali movies and more than 1000 Bengali songs for audio streaming to serve the entertainment needs of Bengali audiences globally.

Mahendra Soni, Co-Founder - SVF & Hoichoi said, “We strongly believe in the mantra ‘Content is King’. With our extensive content library, we are sure our subscribers will be spoilt for choice. We plan to invest substantially to make some of the best and freshest premium content available on Hoichoi, to cater to Bengalis globally.”

Dentsu India, the full-service communication agency from Dentsu Aegis Network, has brought in Rahul Sengupta as Chief Creative Officer.

Armed with more than 23 years on experience in advertising, direction and production, Sengupta has worked on brands such as Bajaj two wheelers, ICICI Prudential, Titan, Tanishq, Britannia, Kwality Walls, Kissan, Nissan, Sony Max, Standard Chartered Bank and Adidas.

For the record, Sengupta began his career at Mudra in 1993 (first in Bengaluru and then in Mumbai) and then moved on to Lowe Worldwide where he was executive creative director. He joined TBWA India in 2008 as national creative director, following which, he set up Nineteen Films in 2013. Sengupta holds a degree in economics from St Xavier's College in Kolkata and an MBA from the Faculty of Management Studies in New Delhi.

Speaking on his appointment, Simi Sabhaney, CEO, Dentsu India said, “I found all that I was looking for in a creative head for Dentsu India so neatly stacked up in Rahul! He comes with a reputation of creating successful and famous campaigns on brands across different sectors. He has the energy to mentor, create and lead. Now that we are all set to propel, I could not have asked for a better creative partner than Rahul. He will also be a part of the Dentsu Aegis Network India Creative Council.”

About his new role at Dentsu India, Sengupta said, “A new agency, a new problem to crack every day, an old and much-loved profession and a city that is home. That’s a good place to be back in.”

As a director, Sengupta's work includes films for Micromax, Havells, Standard Chartered Bank, Gillette, Horlicks, Dabur, Palliative Care Association of India, Bharat Matrimony, Berger Paints, Myntra, Domino’s, Gionee and YouTube. It is pertinent to note here that in the last two years, Sengupta partnered with a of variety agency teams wherein he went on to win 5 Cannes lions, 2 Effies and several awards at Spikes, Clio and the GoaFest.


Through the campaign, Reebok takes a stand against patriarchal stereotypes and strengthens its position as a ‘women first’ brand

Standing by its philosophy of ‘Fitness is life’, leading fitness brand Reebok has continually encouraged women to be mentally, physical and socially fit. Launched last year, the #FitToFight campaign with brand ambassador Kangana Ranaut inspired women to become better versions of themselves, not just physically but also mentally and socially. It culminated with the brand’s first #FitToFight award ceremony where stories of women heroes like Deepa Malik and Geeta Tandon were recognized.

This year the fitness brand is back with #FitToFight 2017 – to fight two looming gender demons of eve-teasing and inequality in pay. Fitness is intrinsic to Reebok’s DNA and being the global pioneers of fitness, the brand’s aim is to encourage consumers to make fitness an important part of their lives and not just a daily habit.

Women across the globe have been stereotyped for centuries – they are expected to behave in a certain way and dress according to what the patriarchal society thinks is acceptable. One of the most insidious stereotypes of all is the widespread belief that girls don't and should not fight. When a man choses to fight against what he believes is wrong he is considered a leader, a fighter and the society puts him on a pedestal. But when a woman chooses to do the same it is deemed as uncharacteristic, un-ladylike, un-graceful or even bossy.

With this campaign, Reebok takes the stands that the world is wrong in their belief that girls don't fight.

A woman is born to be a fierce warrior and what she needs is to bring her latent strength to the forefront in the face of adversity.

‘Girls Don’t Fight’ puts the ordinary Indian woman at its core and shows her how fitness helps tackle the varied challenges imposed on her. The focus is on breaking stereotypes and staring down challenges and in doing so, Reebok aims to break the most perpetuated stereotype faced by every woman and tell the world that girls, in fact, can and do fight.

With Girl’s Don’t Fight, Reebok is propelling women to be mentally, physically and socially fit; to stand up for what is right and fight against injustice and discrimination. The word ‘fight’ is not only a literal depiction but a call to action for those who will not accept the way things are, making it the Reebok slogan for all unsung women heroes. Through the film, the brand reiterates how physical fitness translates into strength of the mind too.

Announcing the second edition of the campaign and talking about this year’s theme ‘Girls Don’t Fight’, Silvia Tallon, Senior Director Brand Marketing, Reebok said, “I am proud to be a part of the Reebok family; being associated with a brand that celebrates the strength each woman carries within herself is indeed a matter of pride. FitToFight is a platform for each woman to share her personal story with the world – from her struggles to her victories. With Girls Don’t Fight we wanted to address social issues that will resonate with each woman at some level.”

The film starts with the protagonist, Justine Rae Mellocastro, a black belt in choi Kwang do, professional hairstylist and a competitive swimmer in real life, being encountered by the menace of eve teasing. Through fitness she is seen garnering mental strength to fight the peril. The film shows her drawing strength from the story teller, the motivator, the strength inside every woman – Kangana Ranaut – who encourages her to stay strong and continue fighting the odds. Concluding with a powerful message ‘Fight more, Be more Human’, the film is a call to all women to be fearless in the face of adversity.

Talking about the campaign, Kangana Ranaut, Brand Ambassador, Reebok India added, “Even after 11 years of being in this industry, I am constantly battling perceptions and misconceptions, and breaking stereotypes every single day. Therefore, I identify very strongly with Reebok’s FitToFight campaign and specially this year’s theme ‘Girls Don’t Fight’. Reebok has addressed two very topical issues, things that we as women have unfortunately encountered at some point in our lives. I believe that each woman has a story within herself – of hardships and hope, battles and strength, sorrows and faith – and I hope that through #FitToFight these stories get a platform for others to draw inspiration.”

Launches ZEE Studios International in Canada

Becomes the First Indian Broadcaster to launch a Production Company in Canada

The Production Company to facilitate all global production requirements for ZEE and international markets

Entertaining the world for over two decades, leading Indian content company, Zee Entertainment Enterprises Limited (ZEEL) today achieved another milestone by becoming the first Indian broadcaster to set up a production company, ZEE Studios International in Canada. This also marks ZEE’s entry into global production for mainstream audiences which will facilitate production requirement for ZEE’s diverse platforms as well as international markets.

The production company, located at Vancouver, British Columbia, will be headed by Mr. Subhadarshi Tripathy who will be supported by a local team. Mr. Tripathy will jointly report to ZEEL MD & CEO, Mr. Punit Goenka and CEO - International Broadcast Business, Mr. Amit Goenka.

Commenting on the new initiative, Mr. Amit Goenka, CEO – International Broadcast Business, ZEEL said, “In line with our corporate philosophy of ‘Vasudhaiva Kutumbakam – The World Is My Family’, ZEE has always been a cultural ambassador of India, taking its rich and engaging content across the world. In yet another major milestone, we are now set to launch our production company, ZEE Studios International, in Canada. Canada is known as a large production hub for various Hollywood companies, as the country offers the requisite infrastructure, talent pool, scenic locales as well as a favourable Government incentive scheme. After a series of discussions with the Government of British Columbia, Canada, we were invited to set up a production company in Vancouver. Our endeavor through this venture is to produce global content for mainstream audiences across various international markets as well as take care of our domestic requirements. Canada has grown to become a priority market for us and through such initiatives, we plan to increase our presence in this country. We thank the local Government bodies for their cooperation and support in helping us establish this business.”

“ZEE Studios International will be headed by Subhadarshi Tripathy who has been with the organisation for over 18 years and has championed several of our leading brands. We are confident that Subhadarshi and his team will grow this division into a formidable business, creating cutting edge content which has immense potential to be adapted throughout the world,” Mr. Goenka further added.

“I’m pleased to welcome Zee Studios International to British Columbia,” Premier John Horgan said. “This new production company will create jobs and opportunity for people, and showcase our province to audiences around the world. B.C. is a global leader in film and television production, and we’re pleased to see that growth continue with the addition of Zee Studios International.”

ZEE Studios International will create global content and formats for international markets in their local languages, many of which will be based on successful Indian ideas and concepts. The production company will initially focus on developing content for television and digital platforms as well as original formats and homegrown remakes, with a plan to venture into film production at a later stage. The content developed will encompass a wide portfolio of ingenuously developed Scripted and Unscripted Formats across an array of genres, ranging from Reality, Game and Dance Shows to shows in the Fictional Crime Drama, Sitcom, Sci-Fi, Horror and Paranormal space. The production company will consist of a core team from India headed by Mr. Subhadarshi Tripathy as well as a local production team from Canada.

A few of the initial productions that are in the pipeline include adaptations of the smash-hit format of ZEE’s homegrown sitcom, ‘Hum Paanch’ which is being produced in its British version as ‘Lala’s Ladiez’ and an Anglo-Spanish sitcom ‘Love Thy Neighbour’ (working title) which is adapted from the ever-popular home grown format ‘Bhabiji Ghar Par Hain.’

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