MediAvataar's News Desk

MediAvataar's News Desk

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Discovery Channel, India’s leading destination for factual entertainment, is launching a special series on the prestigious Commando School Belgaum. For nearly 50 years, this eminent School in Belgaum has produced the fittest and finest Ghatak Commandos who have fought the most notable wars of our generation. For decades, the Ghatak Commandos have served the country fearlessly & bravely with pride & honor.

The 4 episodes’ series ‘Breaking Point: Commando School Belgaum’ gives viewers a glimpse of the 35 days gruelling course that the officers must overcome to be a part of India’s Elite Commando Force. The series has been produced by Sparkle Works Films exclusively for Discovery channel. The first episode of the series was aired on Saturday, September 23.

Karan Bajaj, Senior Vice President & General Manager- South Asia, Discovery Communications India, said, “We have, over the past many years, showcased specially created programs truly capturing the valor, the passion, the skill of Indian army in the most impactful way. Very interestingly, we have captured the elite Commando Training course at Belgaum through a character driven narrative – following charismatic officers who must overcome all odds to become a part of Indian Commandos.”

In the past, Discovery has given viewers a never seen before glimpse of the intense, gruelling training programs of the Indian Army through shows such as ‘Revealed: National Defence Academy’ (2014) and ‘India’s Paratroopers – Earning the Badge’ (2016). ‘Revealed Siachen’ (2016) shared the story of Siachen Glacier and the challenges faced by the Indian soldiers while on duty there. ‘1965: India’s Battles and Heroes’ (2015) commemorated the 50th anniversary of the India-Pakistan war. Discovery’s crew traversed along with select officers of Indian Army during the Himalaya expedition for ‘Indian Army Women’s Expedition’ (2013).

Scotch-Brite & Scotchgard brands will be managed from the agency's Bangalore office

3M India has appointed Lowe Lintas to handle the creative duties for their brands – Scotch-Brite and Scotchgard. Established in 1998, 3M India Limited, the Indian subsidiary of the US Multinational conglomerate 3M Corporation is one of the fastest growing subsidiaries within the 3M portfolio. 3M is a $30.8 billion diversified technology company and one of 30 companies that make up the Dow Jones Industrial Average.

3M India’s scrubbing brand Scotch-Brite launched in India in 1990 is one of the leaders in the category. Scotchgard, is one of the most well-known and trusted brands in stain removal and fabric protection and has a strong presence is more than 60 countries.

It was a closely contested multi-agency pitch and Lowe Lintas won the creative agency mandate for both Scotch-Brite and Scotchgard. The agency had an edge over the others because of their clear understanding of the brief which led to an insightful strategy that resonated with the brand's objective and matched with the evolving consumer's point of view.

Speaking on the new account win, Hari Krishnan, President, Lowe Lintas (South), said, "It’s a great honour to be partnering a reputed global brand like Scotch-Brite from 3M. The home cleaning tools category poses an exciting opportunity to create category defining communication and we look forward to making an impact with the Lowe Lintas brand of ‘Populist Creativity’.

Raj Gupta, CEO, Lowe Lintas, further added, "Our experience with building brands and creating effectiveness is well known, particularly in the FMCG category. It’s not every day that an agency gets to partner a brand with such a global reputation and footprint. I would like to thank the team at 3M India for having chosen us."

Commenting on the appointment of Lowe Lintas, Sanjit Satapathy, Country Business Leader, Consumer Business Group, 3M India Ltd. said, “The home cleaning tools category is growing at a rapid pace with increasing consumer awareness and acceptance for specialised tools. The consumer needs in this category continue to evolve thanks to the diverse geographic and demographic spread of our target consumers. Scotch-Brite brand backed up by 3M’s core strength in innovation and technology has a range of products to address these needs. Globally within the 3M portfolio, India is a key growth market and we have definite plans to drive accelerated growth in the coming years. Keeping that in mind, we decided to partner with Lowe Lintas. With their strengths in strategic thinking and creative execution, Lowe Lintas will help us execute our growth plans for India market”


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.


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