MediAvataar's News Desk
Star Movies brings one of the biggest premieres of the year Guardians of the Galaxy Vol 2 on 20 May
They were called misfits, a motley crew, unlikely superheroes – but they made over $800 million worldwide for Marvel Studios. This summer, Star Movies, the home of blockbusters, brings you the most awesome mix of superheroes in the Galaxy! Get ready to embark on an epic space adventure with Guardians of the Galaxy Vol 2, an action packed mission with some of the most loved Marvel characters, the Star Lord, Gamora, Rocket, Groot and their gang, on 20 May at 1pm and 9 pm.
The Guardians of the Galaxy may not be a typical team of heroes, but they are definitely the world’s favorite band of intergalactic misfits. With a dazzling ensemble star cast featuring Chris Pratt, Zoe Saldanha, Dave Bautista, Vin Diesel as the voice of Groot Bradley Cooper as the voice of Rocket, Kurt Russel and more, the movie packs an action-packed plot, pumped up music, irreverent humour and unparalleled visuals, that even clinched an Academy Award nomination this year.
When a story is as rocking as this, the campaign has to match the beats – and the team has gone all out by cutting a promo on a 1980s Hindi track “Disco Dancer”. Every single character brings to the story a unique quirk that has been highlighted in individual character promos. No one can deny the popularity that Baby Groot enjoys and how secretly we all would just like to be as happy and carefree as Groot!
Taking this thought forward, the team will propagate the message to #BeLikeGroot where the thought is to ask the audience to post a video or image of you grooving like Groot, being as carefree as Groot, etc. at as many locations as possible. After all, the more you can be like Groot, the better!
For years, consumers have been bombarded by poorly targeted, irrelevant and repetitive digital advertising. More recently, they have been at the receiving end of fake news and untrusted content pushed out through social media.
Consumers have become more cautious and selective about the content they consume, but the Content Connect II report, based on a global survey of Reuters.com users, shows they are still receptive to branded content: as long as the content reflects their personality type and is delivered in their preferred tone and style.
The research has identified seven steps for content marketers to consider when building successful branded content campaigns;
1. FOCUS ON RELEVANCE AND QUALITY
Content marketers need to deliver high quality content that is relevant and has purpose. Despite the recent rise of fake news and freely distributed misinformation, consumer interest and appeal in branded content in a trusted environment remains stable. Content Connect II reveals that 75% of global consumers are more receptive to sponsored content if the subject matter is of interest, and consumers increasingly think their favourite brands can benefit from sponsoring quality and relevant content (68% agree in 2018 vs. 60% in 2017).
2. CHOOSE THE RIGHT CONTEXT
The content marketer needs to consider how, when, where and why a piece of content should be placed, and make sure it is created and shared in an effective way. Our survey shows that the right contextual environment increases content appeal; 64% of global consumers agree they are more receptive to branded content when it appears on a trusted online news brand. Brands that can create and build trusted relationships with consumers using carefully selected authentic content partners can build favourability and engagement.
3. UNDERSTAND THE AUDIENCE
The most successful content marketers use audience research and data to craft stories and messages that will resonate with consumers. The first stage is to set objectives, define a purpose and identify target audiences. It is then important to understand their needs and behaviour by using a mix of consumer research and data analytics to help create good content that consumers are interested in. Content marketers need to explore potential audience demographics, psychographics, attitudes, personalities and consumer behavior. It is also a priority to understand what media and content types they are consuming and how often, and then align content types and tone with their requirements.
4. ALIGN WITH AUDIENCE PERSONALITY TYPES
As part of understanding audiences, marketers should consider the mind-set and personality of their target consumers. Our research highlights the importance of style and tone in branded content, finding specific content topics appeal to different personalities. It finds, for example, that the top personality type for business and finance is ‘ambitious’, whereas arts and culture is ‘creative’, politics is ‘outspoken’ and travel is ‘spontaneous’.
5. FOCUS ON PERSONALISATION
The most relevant content any marketer can provide is ‘personalised’, and Content Connect II reveals that 77% of global consumers expect to see more personalised content in the future. Branded content campaigns can increase their effectiveness if they include personalised elements, with 63% of global consumers agreeing that personally relevant content improves how they feel about the brand associated with it, and 58% see brands in a more positive light if they provide them with content that matches their interests.
6. USE ENGAGING FORMATS
Consumers no longer tolerate intrusive content and advertising formats containing irrelevant messages and products. However, they are open to new and innovative ways to engage with content, and there is increased demand for enhanced visualisation, sound and movement via the formats and platforms they connect with. So, selecting the right mix of formats is hugely important. Content Connect II revealed a mix of appealing formats for consumers with short articles (64%), in-depth analysis (60%), video (55%) and infographics (45%) the top choices.
7. CREATE AN EMOTIONAL CONNECTION
Creating an emotional connection with the consumer is an important consideration for the content marketer. Stories that trigger an emotional response are more likely to be consumed and shared. It's not just about the subject matter, tone and style of content should also be considered. Content Connect II reveals that 64% of global consumers consider sponsored content more appealing if it is thought provoking, imaginative (58%), humorous (55%) and innovative (51%).
In summary, brands should have a clear content marketing strategy in place that targets consumers with engaging, relevant content, delivered in an appealing format in the right environment.
Only then will they encourage consumers to ‘lean in’ to content, rather than ‘opt out’ of advertising.
Written By Mike Jeanes, Research Consultant, Reuters
Hindware chooses the DDB Mudra Group as its creative partner for Moonbow water purifiers
May 2018 I Gurugram: Following a multi- agency pitch, the DDB Mudra Group has won the creative duties of Moonbow, a water purifier and air purifier brand by Hindware. As part of the mandate, the agency will be responsible for the creative strategy and execution for the brand.
The brand would be managed from the Group’s Gurugram office and will be led by Ashwani Dhingra, Executive Vice President & Business Partner, DDB Mudra North.
Hindware, a leading name in the Indian market, launched the consumer appliances brand- Moonbow in 2016. The brand strives to bring goodness into the lives of all its consumers with its aesthetically crafted, disruptively designed and technologically advanced range of water purifiers and air purifiers. The brand, though a fresh entrant in the market, aims to gain position in the top three ranks in the next five years.
In a short span post its inception, Moonbow has won prestigious awards like Asia’s Most Promising Brand (2017), Emerging Brand of the Year (2016) and Product of the Year Awards (2016) for its innovative and technologically advanced products.
Quoting on the association, Rakesh Kaul, President Consumer Products Division, Hindware said, “DDB Mudra has been our agency partner for Hindware Kitchen Appliances and Water Heaters. We have grown in these categories faster than the industry to capture good market share within 3 years & DDB Mudra has played its part in helping us achieve this growth. We expect DDB Mudra team to work in the same manner for our Moonbow brand and be a part of the brand’s growth journey.”
Quoting on the win, Rajiv Sabnis, Executive Director, DDB Mudra Group said, “Water purification is a highly competitive category in India today. With the pressure on ground water supply increasing in every large city/ town and the over reliance on the monsoons every year, the need for purification is clearly felt in every home. Newer entrants in this category need to redefine the health benefits that more advanced water purification systems can deliver. Moonbow is uniquely placed to raise the stakes on their water purification offering and its proven benefits. We have an interesting challenge, to establish a differentiated and relevant health benefit amongst Indian homemakers.”
Growth, Corporate Strategies, IT and Workforce Issues Continue to Top CEOs' Priorities in 2018
Growth tops the list of CEO business priorities in 2018 and 2019, according to a recent survey of CEOs and senior executives by Gartner, Inc. However, the survey found that as simple, implemental growth becomes harder to achieve, CEOs are concentrating on changing and upgrading the structure of their companies, including a deeper understanding of digital business.
"Although growth remains the CEO's biggest priority, there was a significant fall in simple mentions of it this year, from 58 percent in 2017 to just 40 percent in 2018. This does not mean CEOs are less focused on growth, instead it shows that they are shifting perspective on how to obtain it," said Mark Raskino, vice president and Gartner Fellow. "The 'corporate' category, which includes actions such as new strategy, corporate partnerships and mergers and acquisitions, has risen significantly to become the second-biggest priority."
The Gartner 2018 CEO and Senior Business Executive Survey of 460 CEO and senior business executives in the fourth quarter of 2017 examined their business issues, as well as some areas of technology agenda impact. In total, 460 business leaders in organizations with more than $50 million in annual revenue were qualified and surveyed.
IT remains a high priority coming in at the third position, and CEOs mention digital transformation, in particular (see Figure 1). Workforce has risen rapidly this year to become the fourth-biggest priority, up from seventh in 2017. The number of CEOs mentioning workforce in their top three priorities rose from 16 percent to 28 percent. When asked about the most significant internal constraints to growth, employee and talent issues were at the top. CEOs said a lack of talent and workforce capability is the biggest inhibitor of digital business progress.
Digital business matters to CEOs
Survey respondents were asked whether they have a management initiative or transformation program to make their business more digital. The majority (62 percent) said they did. Of those organizations, 54 percent said that their digital business objective is transformational while 46 percent said the objective of the initiative is optimization.
In the background, CEOs' use of the word "digital" has been steadily rising. When asked to describe their top five business priorities, the number of respondents mentioning the word digital at least once has risen from 2.1 percent in the 2012 survey to 13.4 percent in 2018. This positive attitude toward digital business is backed up by CEOs' continuing intent to invest in IT. Sixty-one percent of respondents intend to increase spending on IT in 2018, while 32 percent plan to make no changes to spending and only seven percent foresee spending cuts.
More CEOs see their companies as innovation pioneers
The 2018 CEO survey showed that the percentage of respondents who think their company is an innovation pioneer has reached a high of 41 percent (up from 27 percent in 2013), with fast followers not far behind at 37 percent.
"CIOs should leverage this bullish sentiment by encouraging their business leaders into making "no way back" commitments to digital business change," said Mr. Raskino. "However, superficial digital change can be a dangerous form of self-deceit. The CEO's commitment must be grounded in deep fundamentals, such as genuine customer value, a real business model concept and disciplined economics."
Dineout, India’s premier table reservation platform, is just in time solves every young mom's nightmare this Mother's Day by introducing the “Kid-Friendly” feature.
In a first, Dineout is thrilled to introduce this new feature to young and working mothers who are always on the lookout of kids friendly restaurants in an attempt to make their dining out experience a lot more enjoyable and memorable.
To highlight this unique initiative, Dineout has launched an ad film conceptualised by Gypsy Moth to let mom’s in India know who to reach out to find restaurants that are armed to take care of their little monster's needs while they have a great time.
The ad film captures the actual experience that many mothers in India go through when dining at a restaurant. Dineout narrates a story of two mom’s catching at a restaurant with their kids tagging along. Instead of enjoying a conversation with each other, the mothers are constantly interrupted by their little mischief makers. From the kids spilling juice, to them playing with their food, these young moms are forced to pause their conversation and press play on parenting every single time. This is where Dineout’s “Kids-Friendly” feature comes to the rescue this Mother’s Day, by not only gives moms but also kids the freedom to enjoy a better dining experience.
Known for changing the way India eats out ever since its inception in 2012, Dineout now operates out of 8 cities, with a listing of over 18,000 restaurants and real-time reservation enabled at over 3,500 outlets across the country.
Speaking about the benefits of this unique feature for mothers, Anupriya Kapur, Blogger at Mom on the Run said, “Dineout has been synonymous with making eating out easier and memorable for us. This concept will certainly be welcomed by all dotting moms and sure that it will indeed help a lot of ladies like me.”
Ankit Mehrotra, Co-founder and Business Head of Dineout added, “Young moms go through a nightmarish experience whenever they go out to a restaurant. While there are a lot of places that are kids friendly – right from cutlery to seating arrangement, the customer is not aware of this. We plan to be the one source aggregator of such restaurants with this new attribute in our product.”