MediAvataar's News Desk

MediAvataar's News Desk

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Tuesday, 13 February 2018 00:00

New kids on the blockchain

From ‘secure collaboration’ to ‘total trust and transparency’

Predictions for 2017

Trust has always been the central challenge of human collaboration at scale. As trust in governments and corporations decline, people are relying on peer-to-peer (P2P) platforms to hand them better control, secure collaboration and lower prices. While all this is happening, a far deeper revolution has been fermenting. There was an explosion of interest in encrypted digital currency Bitcoin, but it was blockchain, the technology behind the cryptocurrency, that was the real revolution. By creating a secure, decentralised record of transactions, blockchain allows trust between strangers without recourse to any mutually trusted middleman. At its heart, blockchain is about total P2P trust and transparency – it doesn’t require powerful intermediaries to authenticate or to settle transactions.

What happened in 2017?

The rocketing value of cryptocurrency Bitcoin in 2017 brought it and blockchain to the attention of growing numbers of companies and consumers. Business Insider reported that there are over 1,324 globally traded cryptocurrencies, all relying on blockchain. Blockchain has given rise to a revolution in finance – besides bitcoin, money transfer over the internet is now possible without authorisation by banks. Start-ups are exploring blockchain as a tool to fight fake news, for example, Spin uses the general wisdom of its reader community to flag news as appropriate, biased or incomplete. Blockchain still has many issues to iron out in terms building the infrastructure and addressing regulations before it can scale.

What’s next?

In 2018, we believe the blockchain revolution will go mainstream, due in part to a glut in venture capital and the salivation of investors thrilled by the Bitcoin’s wild ride. People will look to brands to harness this technology and to give them greater control, total transparency, and fair prices. This also pushes the power back to the consumers in terms of what data they give up and who can have their data. New blockchain usage will likely include cloud storage, security, property, brokerage, medicine, fashion, media, entertainment, even law. Encryption keys will provide a secure method to track progress of an order, view the history of a case number, the provenance of an item of a clothing or food item, or to unencrypt digital media at a certain rate of quality. We also expect to see applications appear within media and advertising, such as Basic Attention Token, which aims to improve user experience and help ensure publishers and advertisers are not losing out to middlemen, trackers and fraud. While blockchain technology shows tremendous potential to transform a number of areas of our industry, scale will remain an issue until adoption improves, and speeds increase.

Tuesday, 13 February 2018 00:00

What's Next Starts Now

Today's Change is Tomorrow's Opportunity

In the face of rapidly evolving business and economic landscapes around the world, the importance of organizational intelligence and foresight thinking as a tool to unearth early indicators of change and unlock growth has never been greater. Many organizations are struggling with the accelerated pace of change and disruption from outside their traditional areas of influence.

Within the consumer-facing brands sector, many companies have seen fundamental shifts in their traditional business landscape and their consumers. Notably, these shifts are increasingly influenced by factors outside of their traditional areas of analysis such as legislation, technology and innovation. Traditional approaches to research and insights are still as important as ever in this fast-paced environment, but companies must also consider new and innovative approaches to gaining market and consumer insights to help them stay ahead of the curve.

To understand the overarching factors at play in shaping today’s and tomorrow’s business and consumer landscape, it is important to understand the broader macroeconomic environment while detecting emerging signals of change. Understanding how these elements may combine to alter the consumer, retail and business environment can give companies a more informed and considered base to make decisions about the future.


- A boost to incubate fledgling SME and Start-Up brands from Pune
- Unique 2 Year Brand Incubation Program focused to benefit new brands that are looking to grow
- Wide spectrum of marketing, branding, public relations, HR, Legal and Finance for brands operating in the campus
- Conducting Brand Growcery - a Knowledge Series to help brands grow on 17th February 2018.

The last decade has undoubtedly been the decade of the Entrepreneur in India, with many successful professionals taking a dive into the deep waters of entrepreneurship to join the large numbers of SMEs already well entrenched.

While majority of these ventures start off with great promise - a couple of years in, the shine starts to wear off, and most entrepreneurs start facing myriad challenges to scale and grow their business to its full potential. In fact, it is alarming that only 20% of all new ventures survive for more than 5 years. More so, after another 5 years, that shrinks to a measly 4%.

While many reasons can be attributed to this failure, it comes down to many entrepreneurs’ inability to deliver on functions and aspects of their business that are not core to their skillsets. Marketing has been one such skill that many entrepreneurs continually falter.

Seagull Advertising, Pune’s most successful advertising agency with national and global recognition under its belt has identified this glaring gap in the marketing landscape in tier-2 cities like Pune and created a unique offering targeted at these ventures who believe that marketing will play a key role in the success of their business. Seagull Brand Launch Centre will offer services from its Prototype Brand Growth Campus in Baner which will become a hotbed of marketing activities.

The flagship is a 2 Year Brand Incubation program, where companies will work with a shared resource CMO and Sales Director, who will act as advisors to the company for their marketing activities. In addition to the CMO and Sales Director, participating companies will not only be assisted in their Brand Positioning, Brand Design, Communication and Campaign Execution, but also be able to interact with industry professionals from fields of Technology,
Finance, Human Resources and Legal to ensure that their business is well structured to grow with their brand.

In order to introduce the concept, Seagull Brand Launch Centre has organized ‘Brand Growcery’ – A Knowledge Series to help entrepreneurs build their
brand. The Knowledge Series will witness a wide spectrum of sessions on Data Driven Digital Marketing, Content Marketing, StartUp Founder Stories and also a special session with an entrepreneur based in the Silicon Valley. The event will also have Workshops on topics like Business Innovation, Branding, Creativity and Training.

Spread over the course of 1 day, Brand Growcery promises to be a treasure trove of insights and knowledge for entrepreneurs who aspire to grow their

On announcing Brand Growcery, Mr. Sameer Desai the CEO of Seagull Brand Launch Centre said “Marketing always poses a challenge for new ventures because they either don’t understand marketing, or are unable to hire and retain quality marketing talent that can help them achieve their goals. Seagull Brand Launch Centre and Brand Growcery is our attempt to get entrepreneurs to realise that they aren’t alone and they have a place and a people who are committed to help them grow”

Hotstar’s catalogue of shows from 22 channels, 3000 plus movies and exclusive shows will now be available for free to all Airtel mobile customers through Airtel TV app

Airtel TV app now has one of the largest digital content portfolios in India, offering access to over 350 LIVE TV channels and 10,000 movies and shows

Bharti Airtel (“Airtel”), India’s largest telecommunications services provider, and Hotstar, India’s largest premium streaming platform today announced a strategic partnership to bring exciting digital content from Hotstar’s portfolio to Airtel customers. This will further expand Airtel TV app’s wide range of offerings and expand the footprint for Hotstar’s content across Airtel’s large mobile customer base.

With the new partnership, Airtel TV now has access to one of the largest and most exciting digital content portfolios in India, with 350 plus LIVE TV channels and close to 10,000 popular movies and shows from India and abroad. Airtel has forged partnerships with all leading broadcasters and production houses to bring the best of content on a single platform and offer a compelling experience to customers.

Hotstar’s rich content library comprising over 100,000 hours of content, in 9 languages comprising live sports and the best of Indian cinema and TV shows from channels across the Star network will now be available to all Airtel customers for free through the Airtel TV app. This will include shows from 22 channels and over 3000 hit movies and shows.

All content on Airtel TV app is free for Airtel Prepaid and Postpaid customers on a promotional basis till June 2018, offering them a great experience on India’s best smartphone network. To get started, customers can download the latest version of the Airtel TV app to enjoy the upgraded content.

Sameer Batra, CEO – Wynk said, “We are delighted to have Hotstar onboard as a long term partner in our endeavour to build a world-class digital content ecosystem. Their rich content library will add immense value to our content play and add to the user experience. Airtel TV’s new version has received an extremely positive response from users and we will continue to bring exciting content and in-app innovations to delight them.”

Commenting on the partnership, Ajit Mohan, CEO – Hotstar, added, ‘Airtel has among the widest consumer footprints in India and with our expansive content library, comprising rich programming that can cater across age groups, geographies and interests, there are natural synergies and we are very excited about this partnership.’

The Hotstar catalogue available to Airtel TV users includes shows from channels across multiple genres, popular movies and shows in Hindi and regional languages like Kannada, Malayalam, Marathi, Tamil and Telugu. In addition, customers get access to an exciting library of sports content and LIVE matches.

#FurrentinesDate, a ‘speed dating’ initiative created exclusively for animal lovers on Valentine’s day and will be live streamed to over 1.5 million people

Romedy Now, synonymous with love and laughter is back with the second season of #FurrentinesDay, with India's first ever #FurrentinesDate this Valentine's Day. Aimed to create awareness and drive adoption of cats and dogs, #FurrentinesDate, a unique speed dating property will see furry ones play cupid by bringing together animal lovers celebrate their love for pets and abandoned strays and help them find love in the process.

To be held at Cat Café Studio on February 14, #FurrentinesDate will see 30 Romedy Now fans & viewers(15 girls and 15 boys), with a common love for animals, bond over coffee, conversations and cute cats which are in need of a loving home. The event will be LIVE streamed to an audience of over 1.5 million on Romedy NOW’s Facebook page (

Launched last year in association with Cat Café Studio & People for Animals, #FurrentinesDay is a hugely successful and unique property of Romedy Now that redefines the concept of love and encourages people to celebrate V-Day differently by celebrating love for animals and securing a merrier future for them in the process via adoption.

Commenting on this initiative, Mr. Vivek Srivastava, Executive Vice President and Head - Entertainment Cluster at Times Network, said, “Love knows no boundaries and Romedy Now promises exactly that. Following the success of #FurrentinesDay’ last year, we wanted to further promote the cause of adoption of animals and conceptualized '#FurrentinesDate', a first-of-its kind initiative, where animals play cupid in bringing together like minded animal lovers. We are confident that coffee over conversations and cute cats will be another unforgettable experience, as we continue to spread love and laughter to our viewers.”

Additionally, Romedy NOW will be showcasing a line-up of romantic movies on 14th February to celebrate Valentine’s Day. Epic romantic movies like Cinderella, Proposal, Definitely Maybe, Love Actually will be aired all day long.

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