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Gives fast-growing content production unit complete global reach, with 24-hour client coverage

Sébastien Desclée, Chief Executive Officer of FuelContent – the newest content production arm of the FCB Global Network – announced its expansion into India. With offices PAN India- Delhi, Mumbai, Bangalore, Chennai, Kochi and Kolkata, this new venture builds upon FuelContent’s existing hubs in Canada (Fuel Canada) and South Africa (Fuel SAF).

“Since its inception in 2016, FuelContent has been steadily gaining momentum to become a robust global network. This latest addition in India is the next piece in the puzzle, providing a rich market in which to tell ‘Never Finished’ stories to new audiences,” said Desclée. “Forging a larger FuelContent network adds value to our clients’ businesses and provides the opportunity for us to strengthen our offerings in Asia and continue to grow our global footprint.”

Desclée took the helm at FuelContent earlier this year after spending four years at FCB International, where he served as president. After launching FuelContent in key markets, Desclée sought to expand the network further, in order to deliver both for existing clients looking to extend their partnership in new markets and for new clients in need of content production solutions. Fuel Content on the whole specializes in film, animation, visual effects, post production, graphic design, photography and virtual reality.

Fuel India will be led by Debarpita Banerjee, President North and East, FCB Ulka, and the India operation will offer content creation solutions in an end-to-end format. “Fuel India will integrate key FCB tools like Brand Bedrock and align core brand strategy to content strategy, to create Never Finished content platforms. And since content creation is always a collaborative, Fuel India will also work closely with a network of individual content creators and different digital platforms to optimize content visibility and management.”

The region will also collaborate with Fuel Canada and Fuel SAF. Fuel Canada, led by FCB Canada CEO Tyler Turnbull, focuses on photography, graphic design and banner animation, while Fuel SAF, led by group managing director Mark Tomlinson, boasts expertise in TVC production & post production, 2D & 3D animation, 3D modeling & texturing and video editing. Between these three regional offices, FuelContent will be able to provide 24/hour service for its clients.

FuelContent’s entrée into India reflects the network’s desire to connect talent on a larger scale across continents, amplify its content creation and production offerings for clients, and increase its global reach as one consolidated network. The organization currently represents Adidas, BMW Cell C, Coca-Cola, Lexus, Lord & Taylor, MTV, NIVEA and Toyota, among others.

“In our fast-paced modern world, content has become one of the most powerful forms of communication. Growing FuelContent – FCB’s branch at the forefront of brand storytelling – provides increased connectivity and allows us to stay ahead of the curve. I am very excited about the potential this expansion brings,” added Carter Murray, FCB Worldwide CEO.

 

As ‘Dil Se Desi’ as you are: ZEE5 kicks off its international launch with a campaign that will touch a chord with the South Asian diaspora

The traditional Mehndi is replaced by a funky henna tattoo; Payals (anklets) are paired with stilettos, and rap replaces classical as the new embraces the old - in its own inimitable style. Upping the cool quotient of ‘Desi’ by several notches and capturing the essence of ‘Desi’ pride; the strong sense of belonging and connect with one’s roots felt by every South Asian living abroad, ZEE5 today launched its global campaign ‘Dil Se Desi’, officially marking the digital platforms’ entry into the International market.

An ode to Indians and South Asians around the world, ‘Dil Se Desi’ clearly announces the arrival of ZEE5, the largest, most comprehensive digital entertainment platform for language content, in APAC, Africa and MENA and very soon, in Europe, Canada and Caribbean. It is brought to life in a vibrant TVC that is a celebration of our ‘Desiness’, intricately weaving together our idiosyncrasies with what innately defines us and therefore binds us; our language, our culture and our entertainment.

Commenting on the launch, Amit Goenka, CEO, ZEE International and Z5 Global said, “In the first leg of our international foray, we intend to capture the hearts of South Asians across the globe and I think our campaign, ‘Dil Se Desi’ does this beautifully.“

“Interestingly, both this campaign ‘Dil Se Desi’ and the ZEE5 India launch campaign we rolled out in February 2018, ‘Apni Bhasha Mein Feel Hai’ have their genesis in the same insight; that Indians and indeed South Asians today, irrespective of where they live or how globally connected they are, are fundamentally rooted in their culture and feel a strong sense of pride and belonging. Being ‘Desi’ today has moved from being just cool to being an intrinsic part of one’s identity; and that’s what ZEE5 taps into. The emotion that whoever or whatever I am on the outside, on the inside I am ‘Dil Se Desi’ and I not only embrace, but celebrate who I am”, said Archana Anand, Chief Business Officer, ZEE5 Global.

It is this celebration that is brought alive in the campaign that’s been painstakingly and jointly crafted by the teams at ZEE5 and Publicis Capital. And it is this same celebration that is further captured in the creative rendition #♥Desi.

Says Archana Anand, “When living in a different country, it’s the language, festivals, food, movies and music that keeps you connected to home and gives you a sense of pride and belonging, and hence ‘Dil Se Desi’. ZEE5 also celebrates this sense of belonging with its all-encompassing focus on languages across both its content and user experience, and is ‘Dil Se Desi’ in itself. With over 1,00,00 hours of content across 12 languages, ZEE5 is sure to quickly become the only choice for South Asians in any country to access Indian content online, and immediately connect to home.”

Bobby Pawar, Chief Creative Officer & Managing Director, Publicis Worldwide (India), said: “There is something that happens when people from South Asia move abroad. We become one vibrant community that is united by what we all have in common, and this community is known as ‘Desi’. The ‘Dil Se Desi’ idea celebrates what we love about being ‘desi’, the quirks, the attitude, the culture, the coolness, the togetherness and the content we can’t do without.”

Zee Entertainment Enterprises Limited’s digital entertainment platform ZEE5 has gone LIVE in over 190 countries, offering the largest width and depth of multi-genre content across English, Tamil, Hindi, Malayalam, Telugu, Kannada, Marathi, Bengali, Oriya, Bhojpuri, Gujarati and Punjabi. ZEE5 comes packed with 1,00,000 hours of On Demand content, including Indian Movies and TV Shows, Cine plays, Music, and Health and Lifestyle videos along with a slew of exclusive Originals, across 12 languages. It also has an extensive Live TV offering with 60+ popular Live TV channels.

The ZEE5 App can be downloaded from Google Play Store as well as the iOS App Store and can be accessed by visiting www.ZEE5.com. The app is also available on Samsung Smart TV, Apple TV and Android TV; and will be available soon on Amazon Fire TV.

TEAM CREDITS:

Client: ZEE5 Global

Team: Archana Anand, Krunal Desai, Tanisha Agrawal

Agency: Publicis Capital

Creative: Bobby Pawar, Ashirwad Mhatre, Tejal Sawant, Purbali Mukherjee,

Account Management: Srija Chatterjee, Suraj Pombra, Sabina Singh, Shruti Patkar, Anchal Shah

Planning: Saloni Patil

Director: Kartik Ramnathkar

Production House: Prodigious (Chahna Rupani, Bhavna Gupta, Shariq Velkar)

Fitness, spending time with family, and making money are some of the top aspirations of most of the Indians today but watching TV & listening to music are the top spare time activities which make their leisure time fruitful and joyful.

Television as a medium has surely re-invented itself with time in order to provide the audience with a chance to be abreast with the latest technology and the leading channels have surely turned around their content strategy to connect more people to the Flat screen or the box that lies in their living rooms.

A global Nielsen study discovered that for more than half the Indian respondents television is the preferred source for getting up-to-date news (56%), followed by social media sites (43%), search engine news sites (42%), print newspapers (39%), and friends/ family (28%).

The Nielsen Global Generational Lifestyles Survey polled 30,000 online respondents in 60 countries to better understand consumer sentiment on lifestyle and aspirations. The study examined how consumers around the world think, where and what they eat, how they save and spend, and how they are embracing a more technology-driven world.

LIFESTYLE CHOICES OF INDIANS

When it comes to aspirations, nearly four in ten respondents aspire to stay fit and healthy in the future (38%), more than three in ten Indians aspire to spend time with family and friends and make a lot of money (both 33%), 26% aspire to travel around the country/ world, and 24% aspire to work in a fulfilling career. Surprisingly some of the traditional aspirations appear further down on the list like getting married and get an education or learn something new (11%), have children (8%), retire at an early age (7%).

Watching TV is the top spare time activity of Indians with four in ten respondents indulging in it (39%). Listening to music (27%), spending time/ connecting with family/ friend (23%), reading & shopping online (both 21%), and exercising & travel (both 16%) are the other preferred spare time activities by Indians.

Meal time is family time and devoid of technology. Despite the intrusive nature of technology, more than seven in ten respondents admit that their meal times are technology free (71%). Indians also show a preference for having meals at home, with more than 6 in ten respondents agreeing to having meals at home with their family (63%). When Indians do eat out, the top three preferred outlets are full time restaurants (64%), quick service restaurants (47%), and Street Food Vendors & Retail Store Food Courts (both 33%).

A satisfied bunch on the job front! More than half the respondents are satisfied with their occupation, work environment, co-workers, work/life balance, income, boss, CSR activities of their employer, savings plan, health care and retirement benefits.

Job loyalty is shifting but not shaken. Nearly three in ten respondents intend to stay in their current job for 3 – 5 years (29%), closely followed by those who intend to stay in their current job for 1-2 years (28%), 17% plan to continue in their current job for 6-10 years, and 16% would switch their jobs in less than 1 year. The top five dream jobs include Information Technology (22%), Science, Technology, Engineering, & Mathematics (12%), Education & Training (8%), Business Management & Administration and Government & Public Administration (both 7%), and Finance and Manufacturing (both 6%).

Indians have mixed feelings about their financial future. An equal number of respondents (46%) save money each month, however some are confident about their financial future and an equal number are unconfident about their financial future despite their monthly savings.

Debt makes people cautious - Nearly half the respondents are currently under debt (45%). Out of this 29% are worried about paying it off. Debt makes more than half the respondents careful about spending (53%), and nearly 5 in 10 respondents are actively looking for ways to lessen their debt through options like refinancing.

With the limited access to good internet in our country, Television and other traditional medium are the ones which still rule the consumer’s heart.

 

Fitness, spending time with family, and making money are some of the top aspirations of most of the Indians today but watching TV & listening to music are the top spare time activities which make their leisure time fruitful and joyful.

Television as a medium has surely re-invented itself with time in order to provide the audience with a chance to be abreast with the latest technology and the leading channels have surely turned around their content strategy to connect more people to the Flat screen or the box that lies in their living rooms.

A global Nielsen study discovered that for more than half the Indian respondents television is the preferred source for getting up-to-date news (56%), followed by social media sites (43%), search engine news sites (42%), print newspapers (39%), and friends/ family (28%).

The Nielsen Global Generational Lifestyles Survey polled 30,000 online respondents in 60 countries to better understand consumer sentiment on lifestyle and aspirations. The study examined how consumers around the world think, where and what they eat, how they save and spend, and how they are embracing a more technology-driven world.

LIFESTYLE CHOICES OF INDIANS

When it comes to aspirations, nearly four in ten respondents aspire to stay fit and healthy in the future (38%), more than three in ten Indians aspire to spend time with family and friends and make a lot of money (both 33%), 26% aspire to travel around the country/ world, and 24% aspire to work in a fulfilling career. Surprisingly some of the traditional aspirations appear further down on the list like getting married and get an education or learn something new (11%), have children (8%), retire at an early age (7%).

Watching TV is the top spare time activity of Indians with four in ten respondents indulging in it (39%). Listening to music (27%), spending time/ connecting with family/ friend (23%), reading & shopping online (both 21%), and exercising & travel (both 16%) are the other preferred spare time activities by Indians.

Meal time is family time and devoid of technology. Despite the intrusive nature of technology, more than seven in ten respondents admit that their meal times are technology free (71%). Indians also show a preference for having meals at home, with more than 6 in ten respondents agreeing to having meals at home with their family (63%). When Indians do eat out, the top three preferred outlets are full time restaurants (64%), quick service restaurants (47%), and Street Food Vendors & Retail Store Food Courts (both 33%).

A satisfied bunch on the job front! More than half the respondents are satisfied with their occupation, work environment, co-workers, work/life balance, income, boss, CSR activities of their employer, savings plan, health care and retirement benefits.

Job loyalty is shifting but not shaken. Nearly three in ten respondents intend to stay in their current job for 3 – 5 years (29%), closely followed by those who intend to stay in their current job for 1-2 years (28%), 17% plan to continue in their current job for 6-10 years, and 16% would switch their jobs in less than 1 year. The top five dream jobs include Information Technology (22%), Science, Technology, Engineering, & Mathematics (12%), Education & Training (8%), Business Management & Administration and Government & Public Administration (both 7%), and Finance and Manufacturing (both 6%).

Indians have mixed feelings about their financial future. An equal number of respondents (46%) save money each month, however some are confident about their financial future and an equal number are unconfident about their financial future despite their monthly savings.

Debt makes people cautious - Nearly half the respondents are currently under debt (45%). Out of this 29% are worried about paying it off. Debt makes more than half the respondents careful about spending (53%), and nearly 5 in 10 respondents are actively looking for ways to lessen their debt through options like refinancing.

With the limited access to good internet in our country, Television and other traditional medium are the ones which still rule the consumer’s heart.

 

Brandwatch, the world’s premier social intelligence group, today announced a major update to its audience intelligence platform.

The new features let marketers instantly uncover consumer insights based on machine learning and benchmark analysis of the conversations their target audiences are having online.

The upgraded Brandwatch Audiences uses complete, real-time data from the Twitter firehose allowing users to analyze everything their audiences are posting publicly and even click through on any topic or entity to see all the individual Tweets.

“We’re impressed by the speed at which Brandwatch Audiences can construct advanced audience segments based on vast amounts of public Twitter data. It’s exciting to see Brandwatch use our data and APIs to build a product that better enables busy marketers to quickly reach and relate to their audience on Twitter.” – Rob Johnson, Director of Product, Data & Enterprise Solutions at Twitter

As trust in traditional advertising continues to decline, marketers are increasingly investing in more ‘authentic’ channels such as influencer and content campaigns. But as consumers become more suspicious of paid influencers with bought followings and overwhelmed by an oversupply of branded content, these approaches are also wearing thin.

Brandwatch aims to help marketers deliver high-performing, authentic campaigns by building a better understanding of who their customers are. Audiences lets users explore a database of over 326 million Twitter users and open a window onto any group of people to study who and what they’re talking about.

These conversations are all benchmarked to surface insights about what’s unique to the audience, comparing up to a month of conversations to everything posted in that period. Each time searches and components load, they analyze the latest Tweets from Twitter’s hundreds of millions users to surface insights.

What’s more, Audiences can do this all in a matter of seconds.

The platform automatically identifies topics and entities to summarize:

Their topics of conversation broken down by up to 300 different machine learning-derived themes

The celebrities, organizations and micro-influencers that they’re most engaged with

The sites they share links to

The hashtags and emojis they use

And the content they are retweeting or replying to

Brandwatch’s flagship product, Analytics has been the solution of choice for marketers who want the best understanding of what consumers are saying about them online. Audiences reinforces their position as leaders in the market by adding a vast new source of intelligence.

“Our customers want to know more about who they’re selling to,” explains Emelie Swerre, Product Manager at Brandwatch, “they know who they are when they engage with their brand or campaigns, but who are they the other 99.9% of the time? Who influences them? What are they passionate about? How do they communicate online? Now, with Audiences, we can provide these consumer insights at scale almost instantly.”

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