MediAvataar's News Desk

MediAvataar's News Desk

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Creative Antenna, leaders in audio content, have announced the appointment of Amrita Bhattacharyya as their Business Head, Mumbai.

Started by Rahoul Bhaargava in 2013, Creative Antenna has revolutionized the audio content landscape in India. They offer Radio across leading telecoms in a format that includes engaging content with no songs or advertisements and has the listener tuning in without using any internet connection.

As part of her new role, Amrita will lead the charge on Business Development for domestic and International markets, development of VAS and non VAS business opportunities for the organisation.

Speaking on the appointment, Rahoul Bhaargava, Founder, Creative Antenna said, “We are confident that Amrita will provide the kind of leadership that nurtures and builds on the spirit of Creative Antenna. She brings with her rich experience in telecommunications and VAS, and will therefore be well placed to contribute meaningfully to our client’s needs.”

Amrita reaffirmed her faith in the industry: “It’s an honour for me to work with India’s leading audio content company and cater to the industry which certainly needs this kind of ‘snack content on the go’. Rahoul with his visionary leadership had already set the ball rolling and I intend to further solidify this working with the enthused team at Creative Antenna.”

Amrita Bhattacharyya is a Marketing professional, with a strong foothold in telecommunications and VAS. She has more than 20 years of experience with a proven track record of handling large teams for driving revenues and galvanizing great client relationships. Previously Amrita has worked with Tata Teleservices Ltd, Airtel and Aircel.

Creative Antenna was established by Rahoul Bhaargava in the year 2013, when he realized the existing gap in the growing digital and mobile India. With an extensive understanding of audio content and consumption patterns backed with years of experience in the field of digital and audio content, Creative Antenna caters to Radio, Mobile and Web through Content Aggregation, Brand Solutions, Mobile Games, IVR Modules and Consultancy.

Isobar India, the digital agency from Dentsu Aegis Network, has been appointed as the digital media partner for V-Guard.

Headquartered in Kochi, V-Guard Industries is a major electrical appliances manufacturer in India. V-Guard Industries recently unveiled its new identity and vision for the brand with a tagline that says, ‘Bring Home A Better Tomorrow'.

As part of the mandate, Isobar India along with AMNET India, the programmatic media buying division of Dentsu Aegis Network, will manage the account from its Delhi office. The agency won the account following a multi-agency pitch.

Speaking on the occasion, Nandagopal Nair, Vice President - Corporate Communications, V-Guard states, “V-Guard is coming off a massive brand transformation exercise, which symbolizes the brand’s endeavor to be recognized as a smart, agile and a dynamic entity that will resonate with an increasingly younger India. Going forward, the brand will continue to build and invest in its digital assets. We were looking for a digital media partner who would sprint this journey with us with sharp, insightful digital led media propositions that would help build and differentiate the brand in this domain. In Isobar we found the perfect partner to take forward our digital media mandate.”

Commenting on the win, Gopa Kumar, Executive Vice President, Isobar India said, “V-Guard is a much-respected brand in the electric appliances category and we are honored that they have chosen us to be their digital partner. We hope to work closely with the brand marketing team to strengthen their leadership in the premium segment in the coming years.”


After a stupendous response last year, MusiCom Vol. 2 is geared up for its multi-city tour. 93.5 RED FM India’s most innovative entertainer brings its year-old IP, MusiCom back with a talented line up of artists.

The talented Indian stand-up comedian ‘Kanan Gill’ along with the young band 'When Chai Met Toast' will travel across 5 different cities which will kick start from Delhi NCR. The tour will then move on to Chandigarh, Bhubaneshwar, Indore, and end in Mumbai. The tickets are priced from INR 750 onwards. The tickets for all the 5 cities are live on, &

Nisha Narayanan COO, RED FM says, “At RED FM we strive to innovate in the entertainment formats. The concept that was introduced last year to bring music and comedy on one platform was a perfect amalgamation and worked well with our listeners. Musicom as a format is curated to get the perfect blend of comedy and Music with trending artists. Comedy as a genre has seen a phenomenal growth with some great pool of talent around and we are extremely excited about collaborating with Kanan Gill and When Chai Met Toast for MusiCom Vol. 2 and look forward to see packed shows.”

The tour will commence at Delhi NCR on the 21st July at Siri Fort Auditorium; Bhubaneshwar on 28th July at Railway Auditorium- Indradhanush Auditorium; Chandigarh on 29nd at Sector 5, Panchkula; Indore on 4th August at Labh Mandapam and Mumbai on 5th August at Rangsharda Auditorium. All the events start from 6pm onwards.

Kanan Gill is a renowned Indian stand-up comedian and is known for his YouTube series, Pretentious Movie Reviews where he reviews flawed yesteryear Bollywood films along with fellow stand-up comedian Biswa Kalyan Rath. Additionally, he has won the Punch Line Bangalore Competition.

When Chai Met Toast took its inspiration from the lighter side of life to create music that is heart-warming, happy and smile worthy. The newest band from the land of coconuts, they gained fans quickly with a special acoustic setup and a unique brand of infectious happy music.

MusiCom: Came across as a breath of fresh air in the live entertainment arena in recent times. With the right proportion of comedy and music, it has won several hearts from all lengths and breadths. The event gauged a lot of interest among men and women across varied age groups. RED FM takes immense pleasure in providing unsurpassable entertainment on and off air and MusiCom is no different, since it is created as another connecting bridge between the audience and their favorite musicians & comedians.

Global consumers will spend an average of 67 minutes a day watching online video this year, up from 56 minutes last year, according to Zenith’s Online Video Forecasts 2018, published today.

By 2020 the average person will be spending 84 minutes a day watching videos online. In that year, China will have the keenest viewers, with the average person spending 105 minutes a day watching online video, followed by Russia (102 minutes) and the UK (101 minutes). This rapid rise in consumption is leading to a shift in the way brands plan campaigns across both television and online video.

This is the fourth edition of Zenith’s annual Online Video Forecasts report. It contains historical data and forecasts of online video consumption and advertising, together with commentaries on the development of individual markets by local experts. This year’s edition covers 59 key markets. By online video we mean all video content viewed over an internet connection, including broadcaster-owned platforms such as Hulu, ‘over-the-top’ subscription services like Netflix, video-sharing sites, e.g. YouTube, and videos viewed on social media.

Global online video consumption grew by 11 minutes a day in 2017, and we expect it to grow by an average of 9 minutes a day each year to 2020. It accounts for almost all the growth in total internet use, and is growing faster than media consumption overall, so it is taking consumption time from traditional media. Although some of this extra viewing is going to non-commercial platforms such as Amazon Prime and Netflix, plenty of it is going to commercial platforms, so the supply of commercial audiences is rising rapidly.

“The rapid rise in video viewing makes online video the world fastest-growing advertising format, creating new strategic and creative opportunities.”

We estimate that online video adspend grew 20% in 2017, to reach US$27bn. Growth peaked at 36% in 2014 and has fallen steadily since then, but still remains very high. We forecast 19% growth in 2018, and an average of 17% annual growth to 2020, when online video adspend will reach US$43bn. Video’s share of online display advertising is rising steadily: it accounted for 27% of display adspend in 2017, and we expect it to account for 30% in 2020.

The supply of online video audiences has been growing ahead of demand in recent years: online video viewing grew 91% between 2015 and 2017, while adspend grew 52%. The cost of online video advertising has therefore come down substantially. As the growth of video consumption grows we expect prices to stabilise, with mild increases from 2019 onwards.

Online video advertising is still only a fraction of the size of television advertising, but because television is stuck at 0% to 2% annual growth, this fraction is rising rapidly. The online video ad market was 10% of the size of the television ad market in 2015, and 14% in 2017. By 2020 we expect online video adspend to be 23% of the size of television adspend.

Online video and television complement each other well, with most brands initially using online video to add incremental reach to their existing television campaigns. But with the rapid growth of online viewing we are now seeing more brands plan television and online video together to optimise frequency. By cutting out television spots that lead to very frequent exposure among heavy television viewers, and using online video to target – and retarget – light television viewers, brands are using television and online video together to cut out both overexposure and underexposure within the target audience, maximising recall at a reduced price.

Online video advertising began by emulating television advertising, with most ads appearing within other video content that the viewers were really interested in as interruptive ‘in-stream’ ads. But over the past few years ‘out-stream’ ads have become common. These are stand-alone video ads that appear within text or images, or within a social news feed. Thanks mainly to the rapid adoption of video content and advertising by social media platforms, out-stream video is rapidly becoming the dominant form of online video advertising. In the UK, for example, it overtook in-stream advertising to account for 56% of online video adspend in 2017. This is changing the structure of online video creative. Because a viewer can simply scroll past them, out-stream ads need to grab the viewer’s attention from the very first second, either with an arresting image or with a celebrity with a dedicated following. They do not have the narrative leeway available to interruptive ads.

“Online video is driving growth in global media consumption, as smartphones with high-speed data connections make high-quality video available to people on the move, and smart TV sets give viewers unparalleled choice in the living room,” said Jonathan Barnard, Zenith’s Head of Forecasting and Director of Global Intelligence. “The rapid rise in video viewing makes online video the world fastest-growing advertising format, creating new strategic and creative opportunities. Brands that do not currently have a strategy for online video need to think about getting one.”


The platform’s localised, members-first approach is winning hearts across the professional community in the country

LinkedIn, the world’s largest professional network with 562+ million members globally, today announced that it has crossed 50 million members in India. As LinkedIn’s fastest-growing and largest market outside the US, India has seen the member base grow from 3.4 million members in November 2009 to 50 million members today. The India member base has doubled in the past four years.

These 50 million members represent a diverse cross-section of industries, jobs, and skills, who interact every day on the platform and contribute to the largest talent marketplace in the world.

Speaking on this significant milestone, Akshay Kothari, Country Manager - India and Head, International Product, LinkedIn, said, “India’s current sentiment has elevated from “stable” to “positive”, giving way to a renewed faith in the country’s high growth potential. Our members-first, localised approach has helped us cross the 50 million mark in India. We are at the beginning of an exciting journey, as we democratize opportunity for every member of the Indian workforce. As we go ahead, we will continue to focus on students, career starters, and professionals beyond knowledge workers.”

LinkedIn bets big on India’s ‘local’ approach

In India, LinkedIn has focused on a localised approach to democratize opportunity and connect professionals to make them more productive and successful.

LinkedIn’s ‘Made in India’ journey began with the launch of the lightweight mobile website in September 2016, followed by the launch of ‘LinkedIn Lite’ Android app in July 2017. The LinkedIn Lite Android App, a lightweight version of the flagship app, was built to provide opportunities to professionals in low connectivity areas and level the playing field for job-seekers everywhere.

Developed by LinkedIn’s R&D centre in Bengaluru, the first one outside Mountain View, Lite has witnessed unprecedented global success and its story is symbolic of the big bets that LinkedIn is taking to build global products out of India. The company recognises India’s strategic importance and is bolstering its efforts in the country to support the tech talent pool to innovate local solutions that can also be scaled and exported to other countries.

In less than a year after launching in India, Lite has quickly scaled to 135+ countries and supports 20+ languages. The intuitive member experience also led to the success of the app being ranked ‘No. 1 App of the year’ in the Social category on Google Play ‘Best of 2017’ annual list.

In May 2018, LinkedIn announced the pilot launch of ‘Resume Builder’ for its Premium members in India, a product feature that helps professionals create a visually compelling resume with ease. The success of this will be tested over the next few months and will expand to all members over the course of the year.

Furthering India’s agenda to upskill, bridge employment gap

LinkedIn’s “Economic Graph”, a digital representation of the global economy, is collected based on actions of millions of members, companies, jobs, and skills, and helps LinkedIn spot trends on talent migration, hiring rates, and in-demand skills by region. In India, the platform has used these insights to be a credible source of workforce data for the Government, economists, and academics, and is leading to charge in creating better economic opportunities for people.

To further the government’s ‘Skill India’ campaign to upskill people and bridge the education-to-employment gap in September 2017, LinkedIn partnered with IL&FS Skills to upskill and improve the employability of blue-collar workers in India.

Last month, LinkedIn signed a MoU with the Kerala Government’s Skill Mission to provide insights that will shape the skilling curriculum across state-funded skilling centres and help the Skill Mission to provide for demand-driven skills. With this partnership, 33 million people in the state of Kerala will benefit from the knowledge on skills and jobs in demand and migration trends, and prepare them for greater advancement and growth.

Empowering Indian professionals with news, views, and insights

LinkedIn continues to strengthen its editorial presence in India to provide the world’s professionals with the news and views they need to make them more professional and successful.

The various initiatives such as The Daily Rundown — a morning digest of the top news and trends professionals need to know to stay ahead — keeps members informed and encourages conversations around timely topics. Through original video content series ‘How I Got Here’ and ‘Second Innings’, produced in the LinkedIn video studio in Bangalore, the platform is bringing together industry leaders to share their stories, engage in rich conversations, and inspire professionals, students, and career starters. LinkedIn Lists such as Top Companies and Top Voices use the best of LinkedIn data to empower members with industry knowledge to make informed career decisions.

The Campus Editor Program brings student voices and perspectives to LinkedIn’s members worldwide. Ultimately, the Campus Editors are able to create opportunity for themselves and their peers through publishing on the platform.

LinkedIn continues to add new business leaders and renowned public figures to the LinkedIn Influencers list in India, with cricketer Sourav Ganguly being the newest entrant in March 2018. Narendra Modi, Priyanka Chopra, Sachin Tendulkar, and Kiran Mazumdar-Shaw are some of the other names that are part of the list of prestigious 500+ global influencers comprising the world’s foremost thinkers and leaders, whose prolific professional journeys continue to encourage and motivate members.

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