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BBNPL launches the new face of transforming India - BTVi

The best in class business news coverage and real-time in-depth compelling content for viewers
Stay tuned and connected with the voice of the influential from August 1, 2016

August 2, 2016: In a pioneering move, Business Broadcast News Pvt. Ltd. today announced the launch of new channel BTVi. Taken a step ahead in setting the pace, the channel will provide accurate business and financial information that is of material interest and use to all participants of the financial ecosystem.

According to the official statement released by the company on the launch of BTVi, “We stand by our principle of continuously delivering accurate information to our viewers. The content of the new channel will be a reflection of our proficiency and experienced editorial team. The compelling content of BTVi will be of interest to all participants of the financial ecosystem. BTVi will also have strong digital connect with the viewers with an integrated newsroom.”

BTVi will continue to have strong connect with the senior corporate management, big market movers, technocrats, and the governance administration - both federal and state. With sharp market analysis, investment takeaways & deep data-mining, the show line-up will demonstrate best –in-class insights, exhaustive analysis, detailed company reports and in-depth interviews with the industry stalwarts and influencers.

List of driver shows on BTVi:

Dealing Room (Weekdays 8:00 - 9:30) - Get all the crucial market cues & trade calls as Ashu Dutt & Abha Bakaya take you into the all-important market opening.

Market Guru (Weekdays 09:30 - 10:00) - The very cream of market veterans with decades of street cred share their invaluable perspective and analysis.

The Trading Day (Weekdays 14:30 - 15:30) - Countdown tracks the breaking business news and top stories in the lead-up to the closing of markets.

E-Inc (Wednesday 20:30 - 21:00) - A path-breaking show that charts the twists and turns in e-commerce. Find out what it takes to go from start-up to the next big success story.

The Auto Show (Thursday 22:30 - 23:00) - Get up to speed with the latest in the auto mobile world; hear from leading auto industry voices, review cars and bikes. We also address consumer concerns.
Overall programming initiative will cater to a spectrum of audience - global and domestic influencers, business leaders and government-stakeholder.

Launches first-ever TVC showcasing the joy of playing rummy online sans distractions

India’s leading gaming company Junglee Games has roped in popular movie stars Prakash Raj and Rana Daggubati as the brand ambassadors for its flagship game JungleeRummy.com, the country’s fastest growing and most trusted online Rummy website. The duo, featuring in the company’s first-ever TVC, highlight the changing times and how Junglee Games is offering users the convenience and liberty to play anytime, anywhere without any distractions. Rummy is a popular skill-based card game in India that people play regularly amongst family and friends. Unlike other chance-based card games like Teenpatti etc, playing Rummy requires one to have a good blend of mathematical and memory skills.

Commenting on the TVC launch, Ankush Gera, Founder and CEO of Junglee Games, said, “This is our first TVC with two of the most well respected and recognised celebrities in Indian cinema. By launching it on national television, we are letting every Indian know that Rummy, which has traditionally been one of the most popular skill-based card games in the country, is now available online to played anytime and anywhere. Players can register for free on JungleeRummy.com and play games for free or for cash. The presence of Prakash Raj and Rana Daggubati would help JungleeRummy establish a deeper connect with players in every region in the country”.

Created and conceptualised by JWT Mindset India, the Junglee Rummy TVC starts with the background score “Aao Khele Rummy”, inspired by the nostalgic tune from the 1957 Bollywood track “Sar jo Tera Chakraye” which had the famous comedian Johnnie Walker singing it onscreen. The tune has been redone to create an eclectic mix of modern and old world and takes the viewers back to the yesteryears where a family is sitting in their living room to play a game of rummy with cards. However, due to numerous distractions perpetrated by other family members, the protagonist – played by actor Prakash Raj – gets constantly interrupted, making it impossible for him to play his beloved game.

Meanwhile, Rana Daggubati, who is also a part of the family but is not a part of the game, is having a lot of fun seeing Prakash Raj in such misery. In the end, Rana comes to Prakash Raj’s rescue and introduces a frustrated Prakash Raj to JungleeRummy. The setting changes into the present era where they both play an uninterrupted game of Rummy on JungleeRummy.com. The idea is to showcase, in a very lucid manner and with a touch of humour, how JungleeRummy enables you to enjoy your favorite skill-based card game with absolutely no distractions.

India is the perfect battleground for Content Marketing due to its sheer market size & potential to do innovative work in content space. Brands have started experiencing dip in their advertising response rates and that is largely because of content issues than anything else. Eg. Most of the brands end up driving users through advertising to their brand websites or social media pages where these destinations either have no content or only branded product focused content, which the users have seen it all. Users are always looking for content in the form of Information, Education & Entertainment and they end up going elsewhere who fulfills that need. Nobody searches for ‘shampoo’ online; rather they search for ‘hair problems’.” Said- RP Singh, Conference Chairperson, Content Marketing Summit Asia.

In an interview with MediAvataar India RP discussed the swelling role of content marketing today and what marketers must hold on to, to formulate memorable communication ideas for the future.

Here is the complete Q&A….

MediAvataar: Do you think content marketing is the future of marketing?

RP: Content marketing, especially in India, has always been looked at a thing of future but we really look at content marketing as a discipline, it is more than hundred years old already. Brands have been telling stories since ages in different shapes & forms, sometimes through branded content and sometimes by creating content that will help their potential or existing consumers. John Deere, a tractor manufacturer, launched its first content marketing initiative in the form of magazine called “The Furrow” in year 1895 so it is really surprising to see sometimes marketers struggling to put this into today’s context. It was and will always be an integral part of marketing, and with technology controlling most of the digital marketing these days; the importance of content is at the peak right now.

MediAvataar: What is your view on how marketers are utilizing this boon?

RP: Different marketers are at different stages of utilizing potential of content marketing. The very evolved marketers have figured out their ways to create content across the marketing funnel that caters to different marketing objectives. Content marketing is helping brands in achieving multiple brand objectives whether it is Brand Awareness or Sales metrics. While FMCG brands try to use content to entertain & empower their customers through content to maintain top of mind recall, B2B businesses are using content to deliver on their ROI objectives by generating leads for their products and services. Examples can be found from each and every product category to see how content marketing can help across verticals.

MediAvataar: Please tell us what to expect from this year’s Content Marketing Summit?

RP: The marketing fraternity in this part of the world needs education & hand holding when it comes to understanding content marketing. And that is the sole objective of Content Marketing Summit Asia ever since it’s conception. This year again, we have tried to pool in experts from different parts of the content marketing ecosystem to share and spread content marketing knowledge among the entire set of stakeholders. We have speakers from leading brands, technology providers, content creators & agency partners to create a perfect learning platform.

MediAvataar: What do you think you could improve upon or take suggestion from last year’s event?

RP: Content marketing being a very vast subject; we have always had a challenge of scarcity of time. There are a lot of topics we could not discuss in the previous two editions of CMS Asia. We will definitely try to cover those in the upcoming edition. We are learning continuously from every edition, since no one from either the Advisory Board or the organizing team is from events background, there are improvements happening every year. We have always tried to address every single attendee’s expectations and we will continue to speak to each one of our attendees to ensure we deliver value through our content.

MediAvataar: Who all should attend it and what could be their best take home advice?

RP: My humble advice is that anyone & everyone who is in marketing directly or indirectly, it is an important platform not to be missed. The industry is going through a continuous rapid shift and this will be a good way to keep yourself abreast if you are in marketing related job function whether you are at Top Management level or at the beginning of your career. Typically, if you are a brand marketer, service provider, PR professional, Agency partner, content creator, publisher or a production house, then you will enjoy every bit of this event.

MediAvataar: Is India really ready for real content marketing?

RP: India is the perfect battleground for Content Marketing due to its sheer market size & potential to do innovative work in content space. Brands have started experiencing dip in their advertising response rates and that is largely because of content issues than anything else. Eg. Most of the brands end up driving users through advertising to their brand websites or social media pages where these destinations either have no content or only branded product focused content, which the users have seen it all. Users are always looking for content in the form of Information, Education & Entertainment and they end up going elsewhere who fulfills that need. Nobody searches for ‘shampoo’ online; rather they search for ‘hair problems’. Given the amount of digital advertising done in India and it’s year on year growth, content marketing is a huge connecting link that India can leverage immediately.

MediAvataar: Do you plan to take the summit to other countries?

RP: As the name suggests, CMS Asia is an Asia conference that needs to travel across APAC. We are happy to take it to Mumbai after New Delhi and we are exploring other countries such as Philippines, Malaysia, UAE, Thailand, Hong Kong & Singapore for next edition in 2017. We are building right partnerships in all these countries at the moment which will help us spreading our wings faster into other parts of the continent.

MediAvataar: How you plan to grow and what challenges/bad/good you see ahead?

RP: One of the biggest challenge we are facing is the amount of speaking requests we receive every time, although it is a good problem to have but we don’t want to let go of some brilliant speakers every time. So we are trying to work out a method to accommodate maximum speakers at the summit. Another issue is the geographical limitation in a country like India, we have been receiving requests for hosting the summit in Bengaluru, Chennai, Kolkata and then other countries from across Asia are also looking up to us to host it there. We are very happy that we are able to take this from Delhi to Mumbai this year and hopefully other countries as well in near future. We are too young too see ‘bad’ yet but we are learning from our own mistakes every year.

Sunday, 17 July 2016 00:00

Priyanka Shroff, COO, Digital Republik

“Statistics show that we’re perhaps at the leading edge of all things Digital or Tech. We have a young population; we have a high mobile density etc. But that is the consumer. The Digital Marketing Agency side is unfortunately rather disappointing. I can count on my fingertips the number of agencies that actually strive for client business impact. They have all gone the ‘Main-Line Agency’ way of patting each other’s back & chasing awards given by each other. I’d love to see an Awards Show that only has Clients and Business guys as the Jury – measuring the Campaigns on business impact, not on the number of ‘shares’ that a video got. Having said that, it’s not all too bleak, there is a lot of innovation happening. Many young entrepreneurs are creating a new type of agency, that's driven by Tech. We like to think that we’re at the tip of that wave.” Said Priyanka Shroff, COO, Digital Republik 

In an interaction with MediAvataar India Priyanka shared the agency’s vision and what makes for a profitable technically creative venture.

Here is the complete Q&A….

MediAvataar: What does Digital Republik stand for?
Priyanka: Digital Republik stands at the intersection of Technology, Strategy & Marketing. It's a new way of thinking that puts Digital first, as a means to achieve maximum Brand Impact for any Client that is trying to make sense of this “thing” called the ‘Internet’ and on how to leverage it to maximize marketing efficiency.

MediAvataar: How important is the Online Brand Identity in today’s day and age?
Priyanka: It’s everything. Brands today are built online. From the movie you choose to go watch on the weekend, to the restaurant you wish to dine at. From the brands you aspire to purchase, to a service that you’re willing to try out. All of them are based on experiences shared online. Gone are the days of the ‘Passive Consumer’, where a Marketer would come up with a Big Idea & use all her resources to broadcast it from One-Way mediums like the TV, Newspaper, Radio or Billboards. Today’s Brand Identity is a constantly evolving process, through multiple, networked and agile mediums. A brand that does not believe this and act on it, is building a dying brand.

MediAvataar: What’s Digital Republik’s idea of enhancing it for clients?
Priyanka: All our Clients work with us, because of the Strategic Business Insight we bring to the table. We’re perhaps the only “agency” that has a ‘Strategic Research & Knowledge’ division, For us, it’s not about creating a “Cool Campaign”, that does nothing to build the business for a Client, its about delivering real business impact. The Awards we like to win are called, ‘Client Renewals’. We understand the Client’s Business Objective (not just Marketing objective) and create a marketing plan that works to achieve those objectives.

MediAvataar: Does one shoe really fits all when it comes to digital marketing?
Priyanka: Certainly not, every Client is unique & their brand message is different. The mediums (Search, Social etc.) need to adapt to the Brand’s business needs.

MediAvataar: Please share some of your campaigns that have really made you feel proud.
Priyanka: 1. Polygel Industries: http://digitalrepublik.com/digital-marketing-case-study/polygel/
2. Regenesis campaign: http://www.digitalrepublik.com/digitalgazette/2016/march/the-Genesis-of-ReGenesis.html


MediAvataar: How do you look at your competition?
Priyanka: We don’t look at them; we’re too focused on building our Client’s business. They’re “Agencies” we’re “Marketing Partners”. They strive for Awards. We secure Long Term Client Contracts. They focus on Design & Creative; we focus on Strategy & Tech.

MediAvataar: In your career journey, what has been one of your most a) gratifying and b) bizarre experiences so far?
Priyanka: Gratifying: With our Fit2RunHearts for Asian Heart Hospital, we were humbled to see the determination and the achievements of former heart patients, running the Mumbai Marathon – 100 of them. Our small initiative to showcase these champions won us many awards and was perhaps the most gratifying for me and my team.
Bizarre: This one is straight from an Internet Meme: We asked a Client for a Google Hangouts meeting and the Client looked perplexed, saying, “I don’t know where the Google office is”.

MediAvataar: What’s the secret to attracting the best talent and keeping clients happy while balancing the books?
Priyanka: We believe in creating our own talent. Hiring them for common sense and a sense of future promise. We then train them for skill. All the while providing them with a fun atmosphere. We take our work very seriously, but not ourselves. Just take a look at the Careers page on our website, and you will get an idea of the things we offer to attract talent.

Keeping clients happy is a constant balance, between what you think is good for the client’s business and what the specific individual on the client side wants to achieve, given whatever organizational dynamics exist within.

We only work with clients where we have the ability to have an impact. Where the client treat us an extension of their own Marketing Department, rather than a Vendor. We probably say NO, more times than we say YES to new clients that ensure we balance our books too.

MediAvataar: Where do you place India on the global digital marketing backdrop?
Priyanka: Statistics show that we’re perhaps at the leading edge of all things Digital or Tech. We have a young population; we have a high mobile density etc. But that is the consumer. The Digital Marketing Agency side is unfortunately rather disappointing. I can count on my fingertips the number of agencies that actually strive for client business impact. They have all gone the ‘Main-Line Agency’ way of patting each other’s back & chasing awards given by each other. I’d love to see an Awards Show that only has Clients and Business guys as the Jury – measuring the Campaigns on business impact, not on the number of ‘shares’ that a video got.
Having said that, it’s not all too bleak, there is a lot of innovation happening. Many young entrepreneurs are creating a new type of agency, that's driven by Tech. We like to think that we’re at the tip of that wave.

MediAvataar: Your message to the budding digital marketing professionals in India.
Priyanka: Preach what you Practice (not the other way around). You are a consumer of Digital Media, what you practice as a Consumer, should drive your insight into becoming a better Digital Marketing Professional. Common Sense is another thing that we can never get enough of and finally humility. This medium is evolving very fast and uses both sides of your brain. So be humble and be willing to learn.

 

“Innovation is vital if you want to be successful in any business. During the first decade of our existence we stayed focused on our core area of deliveries, but remained adaptable to shifting consumer tastes, and evolved as rapidly as the market dynamics changed. We got several distinctions in the first 10 years. We were ranked the ‘Fastest Growing Advertising Agency’, listed in the ‘Top 5 Financial Agencies’, titled ‘Brand Builder’, and won numerous accolades as ‘Leading Event Agency’, ‘Leading Talent Agency’, ‘Leading Sports Agency’ and more.” Said Harindra Singh, Chairman & Managing Director, Percept Limited

In an interaction with MediAvataar India Mr.Singh discussed the iconic brand their agency is today and how they believe in keep innovating in order to build an even better legacy.
Here is the complete Q&A…

MediAvataar: What does Percept stand for?

Harindra: Percept was incepted on January 2, 1984 and was originally called Perceptions because this was the most repeated word in my tenure working in an industry that was purely focused on changing people’s perceptions. A few weeks later we went to the Times of India to release an ad and the guy asked us the name of our company. When we replied Perceptions, he told us that there’s already a company with that name. As a newcomer in this space I had no money to print new stationary. So I went back to the office, took a blade and actually cut the last few letters off the artwork and the rubber stamps. And that's how Perceptions became Percept. Today it seems like a very apt name. After all Percept is an object of perception, the mental result of perceiving; an impression or sensation that is developed as a consequence of the process of perception.

MediAvataar:  Percept has such a long standing history behind it, which one is your most favourite vertical and why?

Harindra: We love everything we do… Be it our flagship creative Advertising business, the challenging nuances of our PR vertical, the fast paced evolution and diversity of our Media division, the dynamism of our Activations and ICE vertical, the groundbreaking potential of our Content SBU, or the challenges and excitement of our Live Entertainment unit, we absolutely enjoy our EMC business in its entirety.

MediAvataar:  Please share some of your campaigns in the Advertising domain that have really made you feel proud.

Harindra: We have rolled out over 2,500 ad campaigns in the past three decades for some of the best know Indian and multinational clients.

Some of the most memorable campaigns created include the ‘Desh ki Dhadkan’ concept for Hero Honda that became so popular and recognized in positioning their brand that it was used in their principal communication across all their products for 3 decades.

‘Coming Home to Siyarams’ became one of India’s longest running campaigns and was endorsed by leading celebrities including Bipasha Basu, Lara Dutta, Boris Becker, MS Dhoni, Ajay Jadeja, and Dino Morea over a span of 30 years.

The many novel brand identity campaigns executed by us for Pantaloon over the past decade transformed them into one of India’s leading retail apparel brands.

The ‘Jai Ho’ campaign was another out-of-the-box campaign that swept the masses in the 2009 General Elections in India and garnered overwhelming popularity for the Congress.

The unique positioning of ‘Luxury Suiting’ for Reid & Taylor was showcased through the tagline ‘Bond with the Best’ endorsed by James Bond 007 (Pierce Brosnan).

With Force India we overcame the biggest challenge of creating a brand new category in sport in a cricket crazed nation by marrying the attributes of F1 with the consumer mindset.

The Bharti India Campaign - ‘Proud to be Indian, Proud to be Bharti’ campaign for Bharti went on to touch the hearts of a billion Indians.

MediAvataar: How do you look at your competition?

Harindra: Competition is necessary to grow the overall market. We need more Ad, PR, Event, OOH, Content and Live Event companies to ensure that everyone is doing their best. Competition raises the bar and propels everyone to improve their standard and go that extra mile to innovate and offer unique services, productions and solutions to their stakeholders. 

Knowledge is vital to attain that extra edge and stay on top of the game. The basic essentials are business acumen, understanding of the TG and domain knowledge coupled with relationships to be able to create a successful brand or campaign. Unfortunately many people get into the industry driven by short term vision, lack of knowledge and experience, leading to failures and losses. It is conveniently attributed to cluttered environment which is not true.
Competition is amazing and brings out the best in us. Sunburn, our Intellectual Property, and today ranked one of the largest Music Festivals in the world, wouldn’t be where it is if it weren’t for the competition. Supersonic forced us to evolve by shifting our event out of Candolim. We had no choice but to scout for suitable new locales across Goa. And in the process, we stumbled upon and zeroed in on Vagator, thereby now increasing our limited ground space available in Candolim hosting 35,000 visitors to accommodating over 100,000 people in the vast region of Vagator. Growing competition forces us not to get complacent, laid back. It helped push our boundaries, capabilities and offerings to our consumers.

Competition and the thumb rule of a business life cycle forced us to become the best, boldest and biggest in the Live Event business. Even after Sunburn was declared as big as Tomorrowland and Ultra Miami in the IMS APAC Business report 2014, we proactively pushed ahead to innovate and aimed to become the No. 1 EDM Festival in the world. This spans having the best artist line-ups, the best of engagement activities for our partners, visitors & sponsors, best facilities at the venue, world class security, state-of-the-art technology and more. Competition forces us to be on our feet around the clock, and that’s exactly what new age cutting edge business is all about.

MediAvataar: How important is it to keep innovating?

Harindra: Innovation is vital if you want to be successful in any business. During the first decade of our existence we stayed focused on our core area of deliveries, but remained adaptable to shifting consumer tastes, and evolved as rapidly as the market dynamics changed. We got several distinctions in the first 10 years. We were ranked the ‘Fastest Growing Advertising Agency’, listed in the ‘Top 5 Financial Agencies’, titled ‘Brand Builder’, and won numerous accolades as ‘Leading Event Agency’, ‘Leading Talent Agency’, ‘Leading Sports Agency’ and more.

And then came the stage in the early '90s when we were hit by this global paradigm shift. When I got into this business, there was just one kind of agency, ie: ‘Full Service’. And, then came a time when full service agencies were seen as useless doctors. So we adapted and innovated to offer a one-stop-shop Integrated Marketing Communications (IMC) solution.

Over the past 32 years, we constantly innovated to stay ahead of the game. When everyone was following the ‘norm’, we broke the mould, and when industries were bound by their status quo we branched out. We broke many traditions, mindsets and cliché barriers to constantly launch innovative and path-breaking content, services and properties that were revolutionary, futuristic and customized to the needs of the diverse and ever evolving Indian and global audience. At Percept, ‘Change is the only Constant’.

For example, in spite of Sunburn being ranked consecutively Asia’s No. 1 Dance Music Fest and acclaimed as showcasing the most incredible main stage, we innovated and raised the bar every year. In December 2015, we had stated that the Sunburn Main Stage should be the best and largest in the world to live up to audience expectations and keep up with our repute of being the best across the globe. We pushed ever boundary, technology and capability to achieve this in 2015. The Sunburn Goa 2015 Main Stage was 300 feet wide and 100 feet high; one of the world’s largest, titled ‘Empire Of The Sun’ drawing its inspiration from Indian ethnicity. The stage comprised of 300 moving heads (intelligent lighting), 2500 sq feet of LED, more than 100 boxes of sound with 200 people workforce executing the same. No company till date has surpassed this amazing feat.

Whatever we learnt has been first hand, on the ground. When you have been on the street long enough, you develop that instinct, you are able to pre-empt; you don't wait for the hurdle or change to pop up, but find an innovative solution around it way before it happens. At every step of the way we remained receptive to change, found strategic gap areas, took huge risks, and held a strong position if we believed in a project. We learnt fast enough that clients do not want pure advertising, or PR or Events...they want ‘Solutions’. We took the position to provide that innovative holistic solution across the Entertainment, Media and Communications domain, and that’s really what gives us the staying power and an edge in the global market today.

MediAvataar: What according to you is a perfect message?

Harindra: The one that sells!

MediAvataar: In your career journey, what has been one of your most a) gratifying and b) bizarre experiences so far?

Harindra: Client saying thanks… never happens :)

MediAvataar: What’s the secret to attracting the best talent and keeping clients happy while balancing the books? 

Harindra: Percept’s growth has come around due to good work and great word of mouth referrals. My personal networking actually never went beyond our own team of people and clients. I have always believed in being true to our work, clients and team...and that’s what helped us grow immensely.

MediAvataar: Where do you place India on the global creative marketing backdrop?

Harindra: With 1.2 billion people, you’ve got literally millions of Indians spanning the globe with genius level IQs, strong drive and ambition. Indians have time and again proven that they are brilliant at whatever they apply their mind to, be it Math, Science, IT, Media, the Creative Arts, Medicine, Academics, Research and more. What they have achieved, they have done through hard work, determination, intellect and a good education.

But above all, I believe it’s our strong ‘Value’ system that differentiates us and makes us stand tall in the global creative marketing backdrop. Over the years, our strong value system has reflected in everything we think, speak and do on the global platform. Our exposure and genuine embrace of a multiplicity of religions, cultures and lifestyles has reflected in our creative marketing solutions and offerings, and have only served to make us stand apart, excelling in every domain and enriching the global melting pot.

MediAvataar: Your message to the budding marketing professionals in India.

Harindra: FOLLOW YOUR PASSION, WORK HARD… IT WILL ALL HAPPEN.

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