MediAvataar's News Desk

MediAvataar's News Desk

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Maxus was named as the Digital Agency of the year at the 22nd edition of Big Bang Awards 2017 (organised by Ad Club Bangalore). Enamor, the digital only client of Maxus bagged the highest number of metals in the digital category.

Kartik Sharma, Managing Director - Maxus South Asia said, “We are extremely thrilled to win the Digital Agency of the year. These wins reiterate our belief and efforts towards becoming a digitally driven agency and pushes us to raise the benchmark with each passing year. We are grateful to our clients for reinstating their faith in us as we believe such wins are result of a great partnership between the agency and the brand.”

GroupM, the world’s leading media investment group had recently announced the global merger of Maxus and MEC which will be now called Wavemaker. Kartik Sharma has been named as Managing Director of India and South Asia, Wavemaker.


Wednesday, 20 September 2017 00:00

40% of Apple Users to Spurn Facial Recognition

A new survey conducted by Juniper Research has found that over 40% of iOS users in the US consider themselves unlikely to use facial recognition as a payment security technology.

This suggests that a core use case for the iPhone X’s main security feature may struggle to gain traction amongst consumers.

Contactless payment users considered fingerprint sensors and voice recognition more appealing authentication methods, with 74% and 62% respectively saying they are likely to use these technologies.

Sluggish Contactless Growth for Mobile-first Markets

The survey asked 500 US and 500 UK smartphone users about mobile banking and contactless payments.
Overall the number of contactless payment users grew by only 2% year-on-year in the US, with most deployments coming from smartphone OEMs (original equipment manufacturers).

Contactless user numbers in the card-first UK grew by 12%.

The survey shows that while mobile contactless payments usage will grow in both markets, existing users will fuel most of that growth:

In the US, 73% of OEM-Pay users (Apple Pay, Samsung Pay, Android Pay etc) expect to increase their usage, but only 39% of non-users expect to start using mobile contactless payments.

This proportion is even lower in the UK, with only 26% of non-users reporting that they will start to use these services.

Security Still a Big Obstacle for Many

The survey found that, while contactless payment non-users have less concerns overall, 32% have concerns about the security of the transactions, a far higher proportion than users (14%). Mobile banking has a similar pattern, with 30% of non-users concerned about the security of transactions, compared to 10% of users.

“Transaction security is a key barrier for mobile financial services adoption” remarked research author James Moar. “Addressing these concerns will bring many consumers to the point where they will consider using such services.”

Allocating marketing budgets is an eternal struggle for brands and marketing professionals. The number of ways to spend your money are seemingly endless, and the stakes are high. Over-allocate to the wrong channel and you can blow most of your budget on a marketing tactic that doesn’t generate results. Under-fund a high-performing channel and you’ll miss out on valuable leads and opportunities.

So, how can you avoid mistakes in allocation and ensure you make the most out of the marketing budget that’s available to you?

1 - Align spending to goals

Before you can decide where to allocate your marketing budget, you have to know what your goals are. The channels in which you decide to invest your budget should be determined by your business objectives. Certain channels will actively support the achievement of your goals, while others may end up being a waste of valuable marketing spend. Be aware of your goals before you begin so that you can make informed decisions about where to allocate your money.

2 - Analyze past performance

In finance there’s a common disclaimer that “past performance is not indicative of future results”, but in digital marketing there’s a lot to be learned from past campaign performance. Always track the performance of your campaigns to get a clear read on which marketing channels bring you the strongest returns. When allocating future spend you should pull back on underperforming channels, or analyze why those channels have underperformed and find ways to optimize them.

3 - Prioritize channels with proven ROI

If you have to make difficult decisions about which channels to invest in and which to ignore, prioritize those where you’ve already seen proven ROI. It’s okay to allocate some budget toward testing new strategies, but don’t throw substantial budgets at untested methods.

Budgeting is an intensely personal journey for brands. Doing it effectively requires assessing what works for the specific business needs of the individual brand, even it means passing up on trends other companies are jumping on. Even though each brand’s needs are unique, there are a few channels we think are nearly universally worth the investment if your goal is to get the most out of your marketing budget.

Content marketing

When you think of ways to stretch your marketing budget, you might not immediately think of content marketing. It takes a reasonable investment, both of time and money, in order to create valuable content. But even though content creation isn’t cheap, it’s essential to the success of your digital marketing efforts.

Content is the backbone of everything you do. It’s the foundation of effective search engine optimization. It’s the reason people engage with your social channels. It’s what gets people to click on your ads and convert on your site. Without content, your digital marketing efforts don’t have any fuel to run on.

If you’re looking to economize, you can easily find ways to repurpose the content you create to support your efforts on multiple channels. For example, longer form video content created for your website can be clipped and edited for use on social media. The content used in a whitepaper can be repurposed to form the basis of a webinar. Creative ways to repurpose research and content will help stretch your budget further.

Targeted paid search

It’s easy to get started with paid search even on relatively small budgets. You can start small with conservative daily spend limits, and gradually increase budgets as you begin to optimize your campaigns.

Paid search delivers ads to users based on their searches. Those searches indicate an interest, need, or desire for a product or service your brand provides, which means that through paid search you’re attracting users who have self-identified as likely potential customers. It’s a much more targeted and cost-effective strategy than the so-called “spray and pray” channels.

Because paid search starts generating traffic as soon as you enable your campaigns, you’ll be able to achieve results quickly, provided your campaigns are properly set up and managed. Paid search also provides a testing ground where it’s possible to observe and analyze campaign performance very quickly, so you can make your campaigns stronger as you go.


Remarketing — the process of showing targeted display ads to users who have visited your site after they leave and continue browsing elsewhere on the web — is a useful way to recover lost sales. It’s inexpensive to execute, and it helps support other channels at a low cost.

Email marketing

Email marketing is a highly cost effective way to turn leads into sales, and to increase the lifetime value of a customer. Users have opted in to receive emails from you, indicating a level of interest that makes them a valuable audience. What’s more, the costs of running an email marketing campaign are low compared to most other channels. Creative is generally pretty simple, and it’s easy to build templates that can be repurposed across mailings. The cost of distribution is also minimal. These factors combine to make email marketing a pretty safe bet for just about any brand.

Conversion rate optimization

Conversion rate optimization will make the most of the traffic you generate from all your other efforts. Through this process of testing and optimizing the performance of different elements of your site, you can ensure that the work of attracting users isn’t wasted because they encountered a subpar experience once they got to your site. When you focus on the user-experience with your website, you’re far more likely to generate sales and long-term customers, so it’s a worthwhile investment. Allocating a portion of your marketing budget to conversion rate optimization will allow you to continually optimize the performance of your site, ensuring fewer sales are lost.

There’s no single answer for how to allocate your marketing budget. The optimal breakdown will depend primarily on what your brand’s key objectives are and which channels can best contribute to the achievement of those objectives. When determining how best to optimize your spend, focus on the channels that deliver proven ROI, as well as on those that allow you to connect meaningfully with target audiences.


Written by Manish Agarwal, Brand Head at Zee Entertainment Enterprises and a Digital and Social Media Strategist from IIM Calcutta.


Classic movies have captured the heart of cinema lovers time and again and have reinforced the belief that ‘Old is Gold’. Such is the power of ‘classics’ that fans from different age group happen to be familiar with the cast and dialogues, even if they haven’t watched the movie. With the advent of cutting edge technology and digitalization, anyone can watch these movies anytime, anywhere. However, the joy of watching ‘Classics’ on the Big Screen in heritage cinemas continues to remain unmatched.

In keeping with the spirit of love for classics, Mukta A2 Cinemas - one of India’s most reputed and esteemed chain of cinemas and Zee Classic with its brand proposition ‘Woh Zamaana Kare Deewana’ are charging ahead to bring back these super hits from the era gone by, on to the silver screen. They have been supported in this endeavor by 1018MB especially to curate a list of much-loved classic movies for screening. The popular movies will be screened at New Excelsior Mukta A2 Cinemas, one of the heritage theaters in Mumbai. New Excelsior Mukta A2 Cinemas is one of the oldest cinemas in Mumbai. The operations of the cinema were taken over by MUKTA A2 Cinemas this February. The revamped cinema has maintained most of the elements from the yester-years, with THE biggest screen in India and an auditorium that can accommodate 596 people. The experience is bound to invigorate nostalgia amongst the audience and bring back memories of watching matinee shows in big single screens.

So far, Mukta A2 Cinemas have screened movies like 1942: Love Story, Karz, Taal and Andaz Apna Apna, the era of the classics and the highly acclaimed movies of the past, since 9th April. The campaign will continue further as Zee Classic associates with Mukta A2 Cinemas and will present films like Kalicharan, Hero, Karma, Hum Aapke Hai Kaun, Parinda amongst others at New Excelsior Mukta A2 Cinemas in Mumbai.

The Classic screenings are starting from 24th September with the film Kalicharan. The films director Subhash Ghai and Superstar Shatrughan Sinha will be present at the event to interact with the guests and share some interesting anecdotes and stories revolving around these iconic movies.

Commenting on the association, Mr Subhash Ghai said, "We are going to deepen our ties with evergreen movies, this association will help the audience in experiencing the yesteryear cinema with upgraded technology. Our tie-up is aimed to enhance the audience-experience. The films will be screened on the largest screens in India at New Excelsior Mukta A2 Cinema.”

Speaking on the occasion, Mr Rahul Puri, MD, Mukta Arts Ltd said, “Our belief always motivates us to bring better viewing experiences for our audience. With our partnership, we want to bring back some of the greatest movies and invite cinema lovers to India’s biggest cinema screen. In our past screenings, we have observed that the audiences are showing interest. We plan to continue these special screenings regularly at New Excelsior Mukta A2 Cinema.”

Business Head, Zee Hindi Movies Cluster, Mr. Ruchir Tiwari said,"This association is yet another initiative by Zee Classic to present the best of Indian classic cinema to its viewers. It is a brilliant opportunity for all film enthusiasts to revisit the iconic cults of Hindi cinema blended with the best of movie watching experience.

He is desi and she is classy. He thinks its love and she thinks its friendship. He wants her to be his girlfriend, she settles to be his ‘Half Girlfriend’. As different as chalk and cheese, their love story is as relatable as it can get. Giving the viewers a much-needed dose of entertainment, &pictures, Naye India Ka Blockbuster Movie Channel presents the World Television Premiere of ‘Half Girlfriend’ on Saturday, 23rd September at 8 PM.

Based on Chetan Bhagat’s bestselling novel ‘Half Girlfriend’, the film is directed by Mohit Suri. Known for films like Ek Villain, Aashiqui 2 and Hamari Adhuri Kahani amongst others, this was his first production venture along with Ekta and Shobha Kapoor. Starring youth sensations Arjun Kapoor and Shraddha Kapoor, the film also features Vikrant Massey, Rhea Chakraborty and Seema Biswas amongst others. Aided by catchy story line and fresh faces, Half Girlfriend’s music topped the charts for weeks with love anthems like ‘Baarish’ and ‘Phir Bhi Tumko Chaahunga’; having the nation swoon over them.

To heighten the entertainment quotient, &pictures presents director Mohit Suri and novelist Chetan Bhagat in a candid conversation revolving around Book V/S Film. The two witty men will take the viewers on an exciting behind the scenes journey of Half Girlfriend talking about the film’s music, shooting locations, characterization, Bill Gates and much more during the premiere of the movie.

Talking about the premiere, director Mohit Suri said, “People usually say that your nervousness comes to an end after the film releases, but that is not the case with me. Now that Half Girlfriend is premiering on &pictures; I am equally or more nervous because the film will reach out to a much larger set of audience. I have always felt that television is a strong medium and all my films were heavily viewed on television. With the premiere of Half Girlfriend this weekend, I hope the viewers love it and enjoy this unique love story of Madhav and Riya.”

Madhav (Arjun Kapoor), a simple boy from the heartland of Bihar who can barely speak in English gets admitted to a prestigious college in Delhi through sports quota. On campus, he meets Riya Somani (Shradha Kapoor), an elite Delhi girl. What is love at first sight for him; is friendship for Riya. Obsessed to make her his girlfriend, he miffs Riya and she leaves him to get married to her family friend. The story of the movie moves ahead in time when Riya and Madhav meet each other at Patna, only to find that she is single. Madhav gives his love a new chance and starts pursuing his love for Riya again. When Madhav attempts to track her down, he finds that she has cut all her ties in India and disappeared.

Will Madhav be able to find Riya & will Riya agree to change her status from Half Girlfriend to Girlfriend?

Experience love in the air with the World Television Premiere of Half Girlfriend on Saturday, 23rd September at 8 PM only on &pictures

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