MediAvataar's News Desk

MediAvataar's News Desk

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Tuesday, 30 October 2018 00:00

Discovery To Premiere Moonbound

Catch the Premiere of Moonbound on 30th October 2018 at 9pm only on Discovery

Don’t miss to catch the incredible journey of India’s race to the moon

Discovery’s original documentary Moonbound is set to captivate your hearts with an extraordinary story of a team of young individuals who dreamt of paving their way up to a lunar mission. The documentary showcases the ambitious journey of Team Indus – a bunch of entrepreneurs who represented India at the $30million dollar global competition which is the largest global space competition in the history of mankind. Witness the untold story of their trysts come alive on screen as Moonbound Premiers on 30th October 2018, at 9 pm on Discovery channel.

The hour-long show captures the seven-year journey of the boot strapped start-up who dared to dream and participated in a competition that gave them an opportunity to land a robotic spacecraft on the moon to capture high-definition images. What happened next? Can they possibly meet the harsh technical demands of a lunar mission? And even so, from where will they raise the enormous amount needed to get to the moon! Pitted against several resourceful teams from across the globe, does TeamIndus stand a chance to win this race for space?

Monday, 29 October 2018 00:00

Grey Acquires Autumn Worldwide

Grey Group, a WPP company, has agreed to acquire a majority stake in Autumn Worldwide, a leading independent social media and digital marketing agency, based in India.

Autumn Worldwide was founded in 2005 by Anusha Shetty and Abhay Rajankar as a brand consulting and advertising company. CEO Shetty soon saw the opportunity and proceeded to expand Autumn into a 360° social media and digital agency which provides a multitude of services, including digital & social media campaigns, influencer & blogger marketing, online reputation management, content marketing, marketing big data & insights and Command Center Management Services (CCMS).

Michael Houston, Worldwide CEO of Grey Group, said, “We are delighted to welcome Autumn Worldwide to Grey. This acquisition represents another step forward in building our borderless creativity and providing seamless solutions for our clients across platforms.”

Autumn CEO Shetty is a 20-year veteran of the communications industry. After completing her education with an MBA from TA Pai Management Institute, Shetty began her marketing career with Lowe Lintas in 1994. After five years, she joined Euro RSCG to work with the Intel brand. Two years later, she moved to Silicon Valley in the U.S. as the Marketing-Communications Lead for a start-up venture, Euclid. In 2003, she returned to India and joined Honeywell Technology, where she was named the Corporate Communications Head for APAC before she co-founded Autumn Worldwide in 2005.

Shetty will continue to head the Autumn operations while working closely with Nirvik Singh, Chairman & CEO for Grey Group Asia Pacific, Middle East, and Africa, to set the overall strategic digital growth plan for the region.

“Grey has a strategic plan to increase its digital footprint in the region. Having Autumn as our partner ensures we have a digital and social media agency with expertise across the digital landscape. They are a forward-thinking company who share our common vision of a world-class digital eco-system that will deliver only the very best to our clients. Combining creative, digital, data and technology will strengthen our presence not only in India, but also throughout the region,” said Singh.

With Autumn’s headquarters in Bangalore and offices in Mumbai and (Gurgaon) Delhi, they have over 165 employees across their offices. Their client roster includes blue-chip and local clients such as PepsiCo (all 26 brands such as Mountain Dew, Quaker Oats and others), Reckitt Benckiser Group (Mortein, Durex, Dettol, Moov and more), Samsonite, PVR Cinemas, Exide Life Insurance, Tata Salt, Raymond, Luminous and Freecharge, to name just a few.

“The convergence of consumers and mediums has already happened, and agencies need to not just reflect this thinking, but be a part of that journey. Grey's famously effective 100-year history in creative thinking combined with Autumn's 13-year ‘young’ fervour to constantly unlearn and learn across data, creativity, and mediums creates a potent agency of the future,” said Anusha Shetty, CEO of Autumn Worldwide.

The acquisition will bring additional benefits to clients of Autumn, including access to Grey Group's extensive international network as well as to offerings such as RC&M, one of India’s largest rural communications & experiential marketing service providers. They provide services such as brand launches, sales channel development, product seeding & sampling, and new market development, amongst others.

Similarly, Grey Group's clients from across the globe will benefit from the social media and digital marketing expertise provided by Autumn.

Monday, 29 October 2018 00:00

Starcom wins Nykaa’s media mandate

Starcom has won the media duties of Nykaa, the Indian multi-brand beauty retailer selling cosmetics and wellness products.

The business was won as part of a hotly contested pitch, in which leading agency groups participated.

Rathi Gangappa, CEO, Starcom India says, “This is a prestigious win for us. Starcom through its Human Experience approach and focus will drive powerful, data-driven communications for Nykaa, a brand that revolutionises the beauty and wellness products business. Through innovative ideas and fresh thinking and insights on the brand, we demonstrated strong media value and will help Nykaa exceed its core marketing KPI’s. We look forward to partnering with Nykaa on their expansion plans and are committed to their growth and success.”

Hitesh Malhotra, Chief Marketing Officer, says, “Starcom brings in a mature team that understands the periphery of beauty and the dynamicity of eCommerce - both of which are sacrosanct to Nykaa. In a fragmented landscape where the consumer’s attention is split across multiple devices, it is imperative that knowledge of omnichannel messaging is delivered through the sheer power of media, partnerships and innovation. Starcom's valuable media inputs, experience and expertise will enhance our brand further; their hunger and startup culture of collaboration truly mirrors our own. We are confident that Starcom will help us unlock new consumer connections and will maximise returns on our media investments.”
Nykaa is one of India’s leading e-commerce companies, offering beauty and wellness products. It also has offline presence. Today, Nykaa sells over 850 curated brands and 35,000 products.

Sunday, 28 October 2018 00:00

Heritage hospitality

Asia's bling era is giving way to a new wave of luxury hotels embracing historic architecture and local heritage.

It used to be that Chinese luxury consumers wanted the new and the shiny, but a new generation of sophisticated, millennial travelers is increasingly seeking out the old and the authentic. Outbound Chinese tourists value local, cultural and historical experiences more now than ever before, and are choosing places to stay that offer them this, according to a recent study by and market research firm Ipsos. Back in China, too, heritage and ancient architecture in the hospitality industry seem to be enjoying a growing currency and appeal.

“Could history be the new luxury in China?” Lawrence Osborne asks in Travel + Leisure. “As fragments of the nation’s heritage become harder to find, their value is certainly appreciating in the eyes of a rising middle class.”

Shanghai’s latest big wave of high-end hotel openings has seen a number of properties pay heed to history and preservation. Among the most notable is the Capella Group’s Jian Ye Li hotel, an urban oasis in one of the largest remaining collection of shikumen, Shanghai’s distinctive lane houses that blend European and Chinese architecture. The hotel is housed in buildings originally constructed by a French real-estate company in the 1930s. Architectural firm John Portman & Associates was tasked with restoration for the hotel project, opened last year, and has transformed the two- to three-story former residences into 55 villas, 40 apartments, a spa, a restaurant and lifestyle shops.

While this is definitely not the first hotel brand to debut a heritage-focused property in China, it’s arguably one of the most referenced in the country’s most futuristic city. The trend towards heritage-focused properties has also become notable in the United States in recent years, as millennial travelers forgo cookie-cutter accommodation in favor of hotels (and Airbnbs) offering unique experiences with local flavor and character, or what Todd Sachse of Lodging magazine calls the “hospitality holy grail: an appealing hotel property with a memorable and defining sense of place.”

But in China, zeal for urbanization has produced endless rows of homogeneous apartment blocks in the country’s rapidly developing cities, while the government’s support for contemporary architecture creates impressive developments like Zaha Hadid’s Galaxy Soho complex and Paul Andreu’s National Centre for the Performing Arts in Beijing. Preservation hasn’t exactly been a priority, and where it has been attempted, the results have often caused heated debate.

In the last few years, however, Shanghai has been hailed for its municipal government’s preservation capabilities, and for apparent good reason. Donovan Rypkema of Heritage Strategies International told the South China Morning Post that protecting historic character and charm has economic benefits for both the city and its consumers. “When, today, cities are competing not just with other cities in their country or region, but literally every other city in the world, those cities that become more and more like other places, rather than highlighting their differentiation, are going to ultimately become less competitive,” Rypkema said.

It’s this historic advantage that lends prestige to new properties like the Bulgari Hotel Shanghai, which is part of the Suhe Creek riverside revitalization development, just minutes from the celebrated Bund waterfront area. Next to the skyscraper that houses the hotel’s Italian-designed rooms sits Shanghai’s historic Chamber of Commerce building. Built in 1916, it has been refurbished and is now home to Bulgari’s fine dining Chinese restaurant, whiskey bar, and ballroom.

The nearby Shanghai Edition hotel towers above Nanjing Road, a must-visit for shopping, in all its art deco glory. Here, the old building is “fused” to a new one—walking inside, one would hardly realize that half of the hotel used to be the headquarters of an electrical power company. The structure was built in 1929, and the hotel has successfully preserved the original brickwork, including the original window frames.

Just outside the city, one new resort getaway makes historical preservation much more of a talking point. At Amanyangyun, named one of the world’s greatest places by Time magazine this year, guests can admire thousands of old camphor trees. The trees were relocated by billionaire entrepreneur Ma Dadongfrom his hometown, a Fuzhou village that was destroyed for the construction of a new reservoir. As well as the camphor trees, approximately 50 Ming and Qing-style buildings were also carefully disassembled and relocated, and now some of them serve as suites alongside more contemporary constructions. Travelers can take part in experiences such as calligraphy lessons and tea ceremonies to enhance and complement their journey back in time.


Source: JWT Intelligence

I am always amazed at the power of a good meme, but the idea that humans have an attention span shorter than a goldfish has had a disastrous effect on the advertising industry. Worse, it now appears that there is no real evidence to back up the original claim.

As you probably know the claim that the average human attention span was now eight seconds, shorter than that of a goldfish, first hit the headlines in 2015. Since then it has spawned a huge number of headlines and quotes, like,

“Humans have shorter attention than goldfish, thanks to smartphones”.

Only recently has the tide turned and articles have started to appear in the BBC and from Faris Yakob on WARC asserting that there is no proof to the claim. For instance, Professor Michael Posner, Institute of Neuroscience, University of Oregon, is quoted as stating,

“There is no real evidence that (the human attention span) has changed since it was first reported in the late 1800s.”

Human attention varies dramatically from task to task. With a bit of luck, you may still be paying attention by the time you finish reading this post. As far as science is concerned, ‘attention span’ is a colloquial term that encompasses several functions, including sustained, select, and alternating attention. And as for goldfish, there is no evidence that they suffer from a lack of attention either.

But here is the real problem. The goldfish myth, along with a misinterpretation of the convenience metrics generated by digital advertising, has led sites and marketers to try to compress content into shorter and shorter sound bites. Yes, it is true that the majority of people stop watching an online video after five seconds, but this is not an attention problem; it is a relevance and interest problem. The solution is not shorter videos; the solution is creating engaging content with which people want to spend time.

Evidence that engagement is the issue, not attention, can be found in the reports created by Ooyala, whose Q1 2018 Global Video Index finds that more time is spent watching long-form content (defined as over 20 minutes) on digital devices than short-form content. Yes, even smartphones. It is all a matter of how interested people are in the content.

Now, your brand may not have the budget to produce The Crown but as big budget flops continue to prove, money is not everything. Brands must earn attention with remarkable, inspirational or useful content. They must also adapt to the environment in which the content will be seen. For instance, when viewers are in a skippable pre-roll environment, like YouTube, they want to be entertained. Most people skip after the first five seconds but if you engage your audience right from the start, you are much more likely to keep their attention for longer.

Are you still paying attention?


Written by Executive Vice President and Chief Global Analyst, Kantar Millward Brown

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