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From one-off campaigns to an always-on mode is the future of influencer marketing in India

In 2018, 92 percent marketeers are expected to launch at least one influencer campaign. The popularity of the influencer marketing to drive brand awareness and reputation can be gauged by the insight that 89 percent of marketeers have found the medium to be effective and 62 percent are planning to increase their budgetary allocation towards engaging social influencers, according to today’s release of the India Influence ReportÓ 2018.

The survey results indicate that more than ever, brands are recognizing that influencers help in leveraging the exposure of the company’s product and can increase brand recognition as a result of consumers leaning on these reviews to make their purchasing decisions. The continued widespread adoption of influencer marketing shows that the channel is becoming an integral part of the marketing mix. In fact, one of the major revelations of the India Influence ReportÓ 2018 points towards the gradual maturing of influencer marketing in India with 14 percent of the marketeers suggesting an always on-mode and 16 percent planning to integrate influencer marketing within their marketing strategy.

The findings of an exhaustive survey conducted by Zefmo, a leading and rapidly growing influencer marketing platform, have indicated that top marketeres are of the opinion that consumers are more likely to make a purchase decision based on influencers because of the authenticity and affinity elements. In addition, an overwhelming number of marketeers feel that increasingly consumers are influenced by their peers when it comes to making a purchase decision. Among the top highlights of the India Influence ReportÓ 2018, the following are expected to set the trend for influencer marketing in India in 2018 –

· Macro (typically have over 50,000 followers) and micro (typically have over 10,000 to 50,000 followers) influencers have been found to be most impactful

· Top three scenarios wherein marketeers have utilized influencer marketing effectively

1. Product launches (56 percent)

2. Content promotion (54 percent)

3. Event promotion (40 percent)

· Markets have found influencer marketing to be most important towards –

1. Authentic storytelling (20 percent)

2. Better reach (18 percent)

3. Connecting with millennials and centennials (18 percent)

· Instagram and Facebook are the preferred channels for influencer engagement

 · Gauging success of the influencer marketing campaign via measuring –

1. Engagement (23 percent)

2. Brand awareness (19 percent)

3. Share of voice/earned media (15 percent)

“Influencers have high gravity of credibility and their medium is fundamentally social. Besides providing exposure to a brand, influencers lend their credibility to it,” said Irfan Khan, chief executive officer (CEO), Zefmo. “Today’s consumer can tell the difference between an advert and a personal recommendation. Therefore, influencer marketing is fast changing to become more of an intrinsic part of the marketing strategy. In 2018, we can expect brands to become more sophisticated with the data around influencer marketing strategies.”

Friday, 12 January 2018 00:00

Tata Sky to launch Tata Sky Marathi Cinema

Masterpieces of Marathi content all day now with launch of Tata Sky Marathi Cinema

Lovers of Marathi cinema can now join the greatest celebration of the genre at the touch of a button with the launch of Tata Sky Marathi Cinema, a new service bringing the finest in Marathi movies, songs and plays to subscribers of India’s leading content distribution platform. In the launch film, the celebrated actor Swwapnil Joshi adds light on the irreplaceable treasures of Marathi Cinema that will be available on the service.

The service, launched in partnership with Shemaroo, will give subscribers access to more than 120 films, 500 songs and the best in Marathi theatre. Viewers will be able to watch as many as three movies a day apart from access to plenty of ad-free content including comedy special and trailers. This makes the 24x7 Tata Sky Marathi Cinema service the best Marathi ad-free cinema experience on a DTH platform with a world television premiere every Sunday.

Arun Unni, Chief Content Officer at Tata Sky said at the launch, “Tata Sky Marathi Cinema, like Tata Sky Bangla Cinema and Tata Sky Punjab De Rang, is a reaffirmation of our belief that there is considerable demand and interest for a good regional cinema experience - high quality movies and plays in a convenient ad-free format. Marathi Cinema is currently amid a resurgence, appreciated not just by Marathi speakers but by cinema lovers across the country. This product is our way of engaging lovers of iconic Marathi masterpieces.”

Hiren Gada, Director - Shemaroo Entertainment Limited added, “Shemaroo Entertainment is pleased to associate with Tata Sky and bring the finest of marathi films, songs and theatre on Tata Sky Marathi Cinema. The service will be fueled by Shemaroo’s exhaustive and eclectic library of content and programming expertise. Our endeavour has always been to add value to our business partners and boost their offerings with our content prowess. With strong, bold, wide content and scaled production values, Marathi cinema has not just managed to grow in the recent past but also break the regional shackles and create a buzz amongst cinema lovers. We are confident that the audiences will enjoy this new offering.”

Tata Sky Marathi Cinema will showcase latest hits such as Paisa Paisa (2016), Cindrella (2015), Bus Stop (2017), Katti Batti (2015) and many others. The service will also feature popular plays such as Lahanpan Dega Deva, Me Nathuram Godse Boltoy, Lageraho Rajabhaiya, Usna Navra and Kanekari.

A tale of jilted lovers, a high voltage goon chase and drama that will definitely make the audiences shed a tear. Relive the best of the 70’s era with Hum Kisise Kum Naheen, as Zee Classic with its proposition Woh Zamaana Kare Deewana will air this 1977 release, as a part of ‘Nasir Hussain Film Festival’ on Sunday, 14th January 2018 at 12 noon.

Produced and Directed by Nasir Hussain, Hum Kisise Kum Naheen has an ensemble cast, comprising of Rishi Kapoor, Kajal Kiran, Tariq Khan with supporting artists Amjad Khan, Zeenat Aman, Om Shiv Puri and Tom Alter playing pivotal roles. This 1977 release is a Bollywood masala movie which has action, romance and drama galore. Talking of masala movies one cannot help but think of the pioneering man – Nasir Hussain who introduced this genre to Bollywood. Along with this super hit formula that defines present day ‘Bollywood’ movies, no Nasir Hussain movie could ever be complete without foot-tapping music or romantic songs; that was typical of the musical entertainer that the legendary man was.

Remember the song Bachna Aye Haseeno, whose remixed version happens to be a party anthem even today? Or, ‘Kya Hua Tera Wada’ which is sung by almost every heart-broken lover? Bringing the best of pop-culture from the 70’s, this Nasir Hussain movie – Hum Kisise Kum Naheen features songs by veteran singers Mohammad Rafi, Kishore Kumar and Asha Bhonsle including Bachna Ae Haseeno, Yeh Ladka Hai Allah Kaisa Hai, Hai Agar Dushman (Hum Kisi Se Kum Nahi) and Mil Gaya Hum Ko Saathi to name a few. While the music of Mamamia was used as the inspiration for Mil Gaya Hum Ko Saathi, ABBA’s Honey Honey also features in the movie and can be seen playing in the background just before the song ‘Kya Hua Tera Waada’ begins.

Hum Kisise Kum Naheen begins with a wealthy man who sells his entire estate in Africa and converts it to diamonds. He carries them in a belt, when he suffers a heart attack in the rest-room, he requests a passer-by to deliver the diamonds to his son, Rajesh (Rishi Kapoor) which ends up in a bicycle toolbox that belongs to Sanjay Kumar (Tariq Khan). Meanwhile, Saudagar Singh (Amjad Khan) the antagonist sends his goons to find the diamonds.

The movie is packed with love, drama and revenge where star-crossed lovers try their best to meet, whilst a son looks for the diamonds bequeathed to him by his father and gets trapped in a web of lies.

Will Rajesh manage to find the diamonds his father left behind or will Saudagar Singh outwit him and get hold of them? Will parted lovers finally find each other?

To catch this action-packed drama tune-in to Zee Classic on 14th January 2018 at 12 noon as a part Nasir Hussain Film Festival

Across generations in India, there is an age-old Indian adage that goes, ‘Padhoge Likhoge Banoge Nawab, Kheloge Kudoge Banoge Kharab’. This has become a motto to encourage youngsters to single-mindedly study hard in order to be successful.

Challenging this societal norm, Star Sports’ new film emphatically states, ‘Kheloge kudoge toh banoge lajawab’, a new motto for India’s youth to follow. The film has been launched to promote the pioneering initiative of the Ministry of Youth Affairs and Sports Government of India, “Khelo India School Games”, which will be broadcast on the Star Sports network and Hotstar, beginning January 31st, 2018.

Through a series of dramatic sequences of various sports, and a moving script, the film is a call for youngsters to pursue sports alongside education. The film features Indian sports heroes such as badminton player P Gopichand, tennis star Leander Paes, Indian football captain Sunil Chhetri, Olympic badminton silver medalist PV Sindhu, Olympic wrestling bronze medalist Sakshi Malik, renowned Paralympic athlete Deepa Malik, hockey player Sardara Singh, Kabaddi player Rahul Chaudhari, and gymnast Dipa Karmakar.

Sports stars will emerge from every corner of this country,” says the Hon’ble Minister of Youth Affairs and Sports Col. Rajyavardhan Singh Rathore in the film. “Let’s strengthen the culture of sports,” he continues, encapsulating the theme of the Khelo India School Games.

Film Credits:

Creative Agency: Star Sports creative communications team

Concept, lyrics and story: Vikas Dubey

Music director: Hanif Shaikh

This January, witness the compelling rivalry between two US -based bridal shops on FYI TV18 every Saturday and Sunday at 8PM

It is every bride’s dream to walk down the aisle looking gracious, elegant and the most beautiful they have ever looked. Best in Bridal aims to fulfil this wish of the gorgeous soon-to-be brides in Chicago. The show follows two Illinois-based bridal shops run by Dave Gaffke and Shelley Murray, with two very different approaches. Dave Gaffke runs Complete Bridal; a successful salon owned and curated by him and his all-male team. And, down the street lies Shelley’s Bridal Couture, an all-female, more traditional and no nonsense boutique managed by Shelley Murray, Dave's competitor and former boss. With an explosive rivalry between the two shops, viewers will see how Dave and Shelley strive to outwit and out-sell each other in the exciting, and sometimes glamorous, world of bridal retail.

The 14 episodic series, will witness how Dave and Shelley battle it out to see who has what it takes to score the most clients and sales, all with keeping the dreams and goals of each woman's special day at heart. From Dave’s all-male consulting team, to Shelley’s traditional sales techniques, the brides will discover which diverse shopping experience best suits their bridal needs.

Each episode will feature three brides, and their demanding entourage, as they try to find the perfect wedding gown for their big day. Viewers will see a myriad of dresses – from budget to high-end to the latest trends – as well as learn the history behind bridal design staples and the best possible fits for every shape and size.

Tune into FYI TV18 to witness all the excitement of the brides of Chicago every Saturday and Sunday at 8PM

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