Previous Branch Head Sharmine Panthaky moves to the agency’s Bengaluru office to head the Amazon India business
Leo Burnett Orchard, The Leo Group India’s full service creative agency, has made some key senior management changes. The agency has brought on board Manav Rai Ahuja as Vice President & Branch Head – Mumbai. The branch’s former Vice President & Head, Sharmine Panthaky, has moved to the Bengaluru branch in the same capacity. Sharmine now heads the branch overseeing the Amazon India business, Leo Burnett Orchard’s largest client. The duo will report to Mahuya Chaturvedi, Chief Operating Officer, Leo Burnett Orchard. At Leo Burnett Orchard Mumbai, Manav will work closely with Executive Creative Director Amod Dani.
Manav comes in from Leo Burnett India’s Gurugram office, where he was the Vice President. He joined the agency in 2009 to launch Telenor in India. His advertising experience spans 14 years, of which he has spent the last eight with Leo Burnett India. He has also had stints with Lowe, McCann Worldgroup and Ogilvy & Mather in the past. He has worked on some of the biggest brands in the country namely Coca Cola India, Maruti Suzuki, General Motors, SBI Card, Uninor, Snapdeal, Perfetti, LG, Motorola and Yahoo! He has also worked in the high-end luxury retail sector during his year long stint with Lladro and Villeroy & Boch.
Speaking about bringing Manav on board, Mahuya Chaturvedi said, “Manav comes in with the rich experience of working on some of the biggest brands across categories. He will take the momentum of the Mumbai branch forward, keeping its winning streak going. His mandate is to grow the great body of work that the branch has done in 2017, by manifold. I expect 2018 to be an exceptional year for Leo Burnett Orchard Mumbai with Manav and Amod working together to create some fantastic work for our clients.”
Excited to be joining his new role, Manav Rai Ahuja said, “Leo Burnett Orchard has great momentum right now. We have an exciting set of brands and the right mix of people to create some great work in the coming months. My personal focus would be to delight my current and prospective clients by offering them integrated solutions to their brand problems. I look forward to my new role with all its exciting challenges.”
&Privé HD, the premium destination for nuanced English cinema from the house of ZEEL, is all set to bring the Indian television premiere of the movie ‘Out of the Furnace’ on Sunday, 14th January at 1:00pm and 9:00pm.
This American thriller produced by Ridley Scott and Leonardo DiCaprio boasts of a star-studded cast comprising of Christian Bale, Casey Affleck, Woody Harrelson, Zoe Saldana, Forest Whitaker, Willem Dafoe and Sam Shepard.
Out of the Furnace is a gripping and gritty dramatic thriller about fate, circumstance and justice. Russell (Bale) and his younger brother Rodney (Affleck) live in the economically-depressed Rust Belt and have always dreamed of escaping and finding better lives. But when a cruel twist of fate lands Russell in prison, his brother is lured into one of the most violent and ruthless crime rings in the Northeast – a mistake that will almost cost him everything. Once released, Russell must choose between his own freedom or risk it all to seek justice for his brother.
Catch the Indian Television Premiere of ‘Out of the Furnace’ on Sunday, 14th January at 1:00PM and 9:00PM only on &Privé HD
The portal has been witnessing a steady growth in traffic; to offer news in 12 regional languages
News18.com, a rising leader in the general news category which attracted 63 million unique visitors and 337 million page views in December 2017 as per Google Analytics. Not only News18.com has seen a steady rise in traffic, the portal has rolled out several successful IPs within one year of its commencement. Some of them include GIRS – Global Indian Realty Summit, Tech and Auto Awards 2017 and they’re coming up with an IP in the new age movie space. News18 is now expanding its regional footprint for the digital-first regional audience by offering news in 12 different languages - including Kannada, Odiya, Punjabi, Assamese and more. As a result, News18.com will emerge as a digital news hub offering content in the most number of Indian languages by covering the length and breadth of the country.
Manish Maheshwari, CEO Network18 Digital said, “The kind of traction that we have received on News18.com’s existing regional properties has been very encouraging. Moreover, we expect the next phase of digital growth to come from the regional pie because of the rising demand of news and information from the internet-savvy regional consumers. In order to proactively meet this demand in the coming months, we have decided to further regionalise our content by offering news in as many as 12 different languages, the most by any digital news portal.”
Traffic has been rising steadily on News18.com, and a tremendous spurt was observed during the Gujarat and Himachal elections, when the website saw real time users cross 200K, total users cross 8 million, and page views cross 40 million.
Rajiv Singh, Business Head, News18.com said, “The content that was being put out on the website on result day was extremely well researched, providing both the micro and macro picture of the Gujarat and Himachal Pradesh elections. Our real-time users were 7 times the daily users, the total users for the day was 4 times the daily users, the total page views for the day was 8 times the daily users, the average session duration on desktop and mobile combined was 1.5 times the daily figure, and pages/session was 2 times on desktop and 1.5 times on mobile compared to daily recordings. We now look forward to carrying this momentum into the New Year, as we offer news in 12 different regional languages.”
News18.com, a part of Network18 Media and Entertainment, Group has been at the forefront in providing varied, quality content to its readers spanning across genres like politics, entertainment, sports amongst others.
Anushrav Gulati, Business Head Languages & Programmatic (News), Network18 Digital further adds “In next 5 years, 9 out of 10 internet users in India will be Indic language users. Our own data indicates that Tamil, Malayalam, Kannada, Bengali and Marathi audience is adopting internet at a faster clip. It is our strong conviction to be a voice of trust for our audience across length and breadth of India on multiple platforms. We have therefore embarked on an ambitious plan to strengthen our digital offerings in 12 indic languages, in addition to our Strong Television portfolio including News18 India and ETV channels. We are now available in Hindi, Kannada, Urdu, Gujarati, Bangla and Marathi. Tamil, Malayalam, Punjabi and a few more languages will be available on News18.com in coming few weeks.”
A mother is a symbol of strength and selfless love with a hint of Maa Durga that dwells within her.
Sridevi-starrer MOM is one movie that truly reinforces this thought! Debutant director Ravi Udyawar gets his sensibilities spot on in this slick fast paced revenge drama portraying a mother’s valour and the length she is willing to get justice for her child. Zee Cinema, Home Of Blockbusters, presents the premiere of MOM on Sunday, 14th January at 1:45 PM.
MOM marks the comeback of legendary actor Sridevi as her 300th film after a 5-year hiatus in Hindi Cinema. In the titular role, Sridevi is the greatest actor of her generation as she wins the Best Actress award at the recently held Zee Cine Awards 2018. Along with the iconic actor, this cinematic masterpiece also features a much-celebrated star cast comprising of Nawazuddin Siddiqui and Akshaye Khanna along with supporting actors including Sejal Ali and Adnan Siddiqui with striking roles. Adding to this dream team is music maestro A.R. Rahman whose heart-warming background score and music works wonders for the film. This critically acclaimed movie has been nominated at several award shows in categories including Best Female Actor, Best Supporting Female Actor, Best Debutante Director, Best Writing, and many more.
Legendary actor Sridevi commented, “MOM, to me, wasn’t just another film; it was an experience and a journey that I partook to show viewers the tumultuous emotions of a mother. As an actor and a mother, myself, I personally felt the rage and agony that my character Devki underwent. Every nuance, every reaction that my character has evoked on-screen is something that I have felt and experienced personally while the story was being narrated to me. MOM narrates a hard-hitting message which has become one of the biggest requirements in current times.”
Speaking about the global appeal of the movie, producer Boney Kapoor commented, “We are so very proud about how the movie continues to connect with the audience all over, especially Russia and now Armenia. 'MOM' exemplifies that strong performances and superior storytelling can win hearts and transcend boundaries. We knew MOM's story had the power to resonate with people across the globe”
MOM is the story of Devki Sabarwal (Sridevi), a biology teacher who longs for her 18-year-old step daughter Arya’s (Sejal Ali) love and acceptance. An unfortunate turn of events leads to Devki’s worst nightmares coming true; her daughter Arya is attacked and the perpetrators are acquitted of all charges. Losing all faith in the legal system, Devki unleashes her inner strength and takes it upon herself to get justice. Battling the hurdles created by an honest and diligent police inspector Matthew (Akshaye Khanna), with the help of a private detective Dayashankar Kapoor aka DK (Nawazuddin Siddiqui), Devki sets out to avenge the wrong done to her beloved daughter.
Watch MOM on Sunday, 14th January at 1:45 PM, only on Zee Cinema!
While ‘post-truth’ has become a popular catch phrase thanks to the political turbulence of the last couple of years, the crisis of trust in the connected world extends much beyond recent history.
In fact, people have been grappling with multiple versions of the truth for centuries – whether in the world of brands, science, news and media, or politics.
Lately however, there’s been a particular erosion of trust in public leaders and experts amongst others, with long-held beliefs frequently being challenged by the juxtaposition of information we are exposed to in online and global events. Indeed, Edelman’s Trust barometer report finds only 29% of people globally find governmental officials credible, and just 37% CEOs.
How does this crisis of trust impact brands today, and what are the implications for brand engagement in our hyper-connected world?
Trust in brands = trust in humans
Trust is inherently emotional. In times of uncertainty, when ‘facts’, authority or other rational bases of trust are in question, people revert even more strongly to trusting their gut.The emotional principles we use to trust our fellow human beings also apply to brands.
For instance, we’re hardwired to trust familiarity. We trust people ‘in the same boat’ as us, who are as vulnerable as we are, and have as much to lose as we do. An ‘inner circle’ of friends, and even brands, can take a while to form but is always more trusted than those outside the circle; this is human nature.
We also naturally trust more in what that we can fully ‘see’, without the threat of unpleasant surprises. We need a level of transparency to feel safe, and there are classic metaphors that speak to this sentiment: seeing is believing, revealing your hand, putting your cards on the table, etc.
When we talk to people about what makes them trust or distrust a brand, it is clear that they seek the same signals that they would in other people. Isabella from Italy shares the importance of transparency at every stage. “For a company to give me complete confidence it must first of all be transparent and involve me. For example, when it comes to snacks, this means complete visibility of the company's supply chain. That means full ‘cradle to cradle’ disclosure, from its original source to my mouth.” AndEd, a 25-year-old professional in London, feels discomfited by many of his ‘anonymous’ interactions with brands, saying that he wants “to see who’s behind the screen”.
‘Behind the screen’
Interestingly, as brands operate in an ever-connected digital environment, they are becoming simultaneously more and less human, as well as more and less transparent.
The intimacy and directness of screen interactions give an illusion of dissolving differences and cause people to connect with brands as if they were human. On the other hand, anonymous, faceless interactions with technology can also feel cold, opaque and ‘unnatural’. Brands need to work at being on the right side of this fine line.
Most attempts at establishing intimacy and familiarity through digital content rely on evoking a sense of shared worldviews, camaraderie, and cultural norms. Oreo cookies classically achieved this in 2012 with a social media post that cleverly responded to a mass power outage, welcoming their customers to ‘dunk in the dark’.
Examples of genuine vulnerability and transparency are fewer – but can be much more powerful when done successfully.
Lessons from emerging markets
Inspiration for how to connect with consumers on a human level could come from an unlikely source: the adoption of technology in emerging markets tells a compelling story about how organisations can use technology to enhance trust.
Whilst people in developed markets are experiencing a dramatic shift in their ability to trust their environment, this isn’t a new phenomenon in emerging markets. Historically, the socio-political climate in emerging markets has not been conducive to trust. Corruption and inefficiency have long been ingrained in politics and livelihoods – with neither law nor social systems offering stability. While big global brands have largely rested outside this system and been regarded as trustworthy, confidence in governmental institutions has historically been very low.
However, the adoption of technology in emerging markets has had a startling effect. Many emerging markets are much more likely to trust the government with their data online – twice as many people (41%) in emerging markets are confident that the government is putting their personal data to good use compared to developed markets (20%).
We also find a greater preference for online rather than offline modes of interaction in emerging markets compared to developed markets. Indeed, mobile banking transactions have disrupted public infrastructure in parts of Africa - we only need to look at a decade of success of Vodafone’s M-Pesa in Kenya.
The difference between markets seems counter-intuitive at first glance – but what’s happened is that technology has injected reliability and integrity into perceived shady and oppressive systems. As a government allows increased access through technology, it seems to open itself to more transparency and vulnerability, and therefore becomes more trustworthy. There is an initial sense of empowerment to the people, one that developed countries first felt with the rise of social media.
In developed markets however, technology is beginning to have the opposite effect. Popular discourse points to an increasingly suspicious atmosphere of tech, big data, and the rapid expansion of automation. People are ever wary about how large corporations are using their personal data, and feeling “shut out” of opaque political and commercial systems.
“I had put a Persil promotion in my shopping basket on Amazon but hadn’t gone through buying it. Later, when I opened my gaming app, I kept receiving Persil ads. This is kind of spooky – makes me wonder about both Amazon and Persil.”
The imperative for brands
Big brands have different challenges in developed and emerging markets.
In emerging markets, there is an opportunity to use technology to help people circumvent the frictions that arise from inefficient and distrusted social and regulatory structures – it can provide easier access, simplify processes, reduce turnaround time and cost. This in itself has the impact of enhancing trust.
Tweet this In developed markets, technology is currently seen as benefiting the organisation more than the individual – from chatbots to poor programmatic, the efficiencies seem to serve brands rather than consumers. The imperative for brands then, is to reduce opaqueness – to be open and inclusive when asking for data, and create positive stories of how data is being put to good use. And to employ technology that works for people, not just for the brand.
In both cases, customer-centric brands that take a transparent approach to their use of technology and truly have consumer interest at the heart of their purpose will be head and shoulders above those that do not.
Written by Anjali Puri,Global Head of Qualitative, Kantar TNS