MediAvataar's News Desk

MediAvataar's News Desk

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Produced by Red Bull Media House, the film traces the rise of Vivian Fernandes, aka DIVINE, from his humble beginnings in Mumbai to global superstardom.

The film will premiere on Discovery network on July 1, followed by a digital release on Red Bull TV on July 15

DIVINE’s is a name that is synonymous with rap music in India. Alongside a handful of fellow musicians, he’s also credited as one that’s putting hip-hop from the country on the map. He has toured the world, featured on a BBC Radio show, been the inspiration for a Bollywood feature film, contributed music to a few, and now even runs his own company/record label, Gully Gang Entertainment.

Less than a decade ago, however, things were vastly different. Living with his grandmother in an eastern Mumbai suburb, Vivian Fernandes was a young boy with no knowledge of hip-hop. His familiarity with music extended largely to the various forms of Indian music he had heard growing up, and those that were played at celebrations in his neighbourhood.

The first-ever documentary on his life, Gully Life: The Story of DIVINE takes an in-depth look at how a young rapper from Mumbai became one of the most sought-after musicians in India and a global superstar – in a matter of a few years. Produced by Red Bull Media House in association with Supari Studios, the film chronicles the ups and downs of one of India’s favourite musicians, in a journey that’s as fascinating as it is endearing.

The film will be telecast on July 1 at 9pm on Discovery Channel, Discovery HD World, TLC, TLC HD World, Discovery Science, Discovery Turbo, and Discovery Tamil. This will be followed by a digital release on Red Bull TV on July 15 and DIVINE’s YouTube channel on July 17.

Over the course of the fifty-minute-long film, viewers are introduced to some of the most important people in DIVINE’s life – from his mother, with whom he is especially close, to the friends he grew up with and who remain his closest aides – and taken on his remarkable journey, evolving from a teenager discovering hip-hop to the icon he is today.

Watch the trailer now:

Says DIVINE, “I’ve had an incredible and amazing journey so far, it almost feels like a dream. To be able to do what I love and for it to be appreciated by others, I feel blessed! Hip-hop really did save my life. Shooting this documentary was quite a journey – to go back tracing all the steps in my life was definitely a surreal experience. I’m grateful to Red Bull Media House and my team at Gully Gang Entertainment to help this bring to life”.

In production for over a year, while the film follows DIVINE through some of his biggest professional achievements – including the debut edition of his hip-hop festival, Gully Fest, and an international tour in Canada – it also revisits the places and people that he credits for shaping his life. From school teachers to friends like family, his mother to artist managers, the director of the film, Akshat Gupt, interviews the characters most instrumental to the life of DIVINE.

“The approach I took with the film was to capture him in and around his environment in the most natural way possible, which means we shot with phones, smaller cameras, and even left our main cameras on and left him in his environment to be as candid as we could,” says Gupt. “We wanted to be unobtrusive, as that’s the only way to capture the rawness of someone’s story. DIVINE’s story is multifaceted and just never ceases to entertain, and that’s translated through to the film, keeping you glued throughout the 50 minutes.”

On International Yoga Day, Hindustan, India’s second largest daily, used its widespread network across cities to actively engage its readers with practising yoga and understanding its benefits for a healthy lifestyle accompanied with a first-of-its kind print innovation.

The On-ground activations organised by Hindustan included - 12 Yoga camps across 5 key cities of UP & Bihar, registering a total turnout of 10,000+ participants. Each camp was witness to people actively engaging in Yoga sessions and making a commitment towards adopting a healthy lifestyle. Starting at 6 AM, the events saw several Yoga enthusiasts across age groups perform various aasanas under the guidance of professional Yoga instructors. At each camp, Hindustan created multiple touch points to interact with its readers in a unique manner.

In print, Hindustan innovatively used the center spine of the paper to re-create a seamless double spread for Yoga day that presented the readers with a unique experience.

Talking about the initiative, Rajan Bhalla, Group CMO, HT Media Ltd. said, “At Hindustan, our readers are at the core of all our efforts including print innovations, digital interactions and on-ground engagement. We always strive to raise the benchmark and give more to our readers. The Yoga day celebration was another example where Hindustan stayed true to its core brand promise - Tarakki Ka Naya Nazariya, and innovatively engaged its readers through multi-platform reader interactions to encourage a healthier lifestyle.”

Wednesday, 26 June 2019 00:00

Optimizing Localized Marketing Initiatives

CMO Council Research Reveals Battle for Balance Between Efficiencies of Centralization and Effectiveness of Localization as Marketers Eye Operational Shifts Needed to Reach Global Growth Goals

Chief Marketing Officers are suffering from an intense case of FOMO – the Fear of Missed Opportunities – as customers seek more localized, personalized experiences that are relevant to their own cultural context and situation. There is ample reason to understand the anxiety: Only 10 percent of brand leaders are feeling exceedingly confident they will be able to reach their customer engagement and revenue goals.

According to the CMO Council’s new report, Reshaping Global Engagement Operations, today’s customer is seeking security, service and localized experiences based on local language and culture. Unfortunately, 73 percent of global marketers feel only partially prepared to deliver, settling for a “win-some/lose-some” position as their organizations transition to meet the needs of the modern, digitally-connected customer.

The report, produced in partnership with Worldwide Partners, a global network of independent advertising and marketing services agencies, reveals that marketing operational structures may actually be keeping the customer and brand apart. Marketers admit that:

They are missing the localization mark before campaign deployment by engaging in the dark: 82 percent say local market intelligence is just “OK”; 10 percent admit their local intelligence is actually highly deficient.

Without access to repositories of local intelligence, they will continue to miss opportunities: 57 percent believe lack of localized market insight has had a negative impact; 37 percent believe the lack of local knowledge is partially to blame for stalled relationship development initiatives

Organizational structures may be partially to blame for the intelligence gap. The study investigated three specific operational structures: fully centralized (27 percent), fully decentralized (30 percent), and hybrid structures (30 percent) with local teams executing on strategies from a centralized leadership group.

Thirty eight percent of marketers operating in a fully centralized organizational structure believe that efficiency of spend and allocation is their top benefit. The downside to the model, according to 37 percent of respondents, is a lack of local market understanding and proximity to the customer.

Thirty five percent of marketers in a fully decentralized organization say the top benefit is the elimination of corporate politics over execution and decision-making. Forty-eight percent admit the top drawback is not having a clear vision of the brand engagement strategy.

According to marketers in hybrid operational structures, the top three benefits of their operations include a heightened understanding of the local customer, a crystal-clear understanding of strategy and goals, as well as heightened efficiency that optimizes impact of spend. Drawbacks still pop up, but are largely centered around timeliness of decision-making across the organization.

“Chief Marketers embarked on organizational transformation in the name of efficiencies. Modern CMOs must now refine that transformation in the name of the customer,” notes Liz Miller, SVP of Marketing with the CMO Council. “We fought hard to bring rigor and accountability to operations. Now we are asking old processes and operational structures to align with a customer that doesn’t see silos or functions. They just understand their own context and reality, steeped in culture and spoken in their own language.”

Resource and operational alignment issues extend to the dynamics between brand and agency partners. Only 17 percent of marketers believe their operational models totally aligned with their agency partners, forcing some leaders to question the value and the impact of the relationship. This has led marketers to look for partners with the ability to scale quickly, be in closer alignment with business goals, and be a resource for skills and new capabilities around the globe.

This is not to say that CMOs are planning an agency exodus in 2019. Agencies can breathe a bit easier as 64 percent of respondents believe their relationships with current partners will stay in place over the next 12 to 18 months. Those who do foresee shifts anticipate they will bring content marketing (28 percent), customer intelligence (26 percent) and demand generation (21 percent) in-house. Functions likely to shift externally include public relations (21 percent), advertising creative development (24 percent), media buying (21 percent), and live event and experiential engagements (26 percent).

“Solving the localization gap is a matter of structure, not intent. This is a call to action for marketers and agencies alike,” notes John Harris, President and CEO of Worldwide Partners, Inc. “Marketers want customer-centric solutions on a global scale, but they cannot get there with a centralized strategy and top-down approach that prioritizes standardization over localization. They need to structure for market-inspired experiences in order to deliver personalized, contextualized and culturally relevant experiences effectively and efficiently. Otherwise they’ll miss opportunities, undermine brand perception and compromise business results.”

Wednesday, 26 June 2019 00:00

NewsX Presents ‘War of the Worlds’

Special Show on India v West Indies ICC World Cup 2019 Match

NewsX, brings to its cricket enthusiastic fans and viewers their special programming titled ‘War of the World’ on Thursday, 27th June at 2:30 pm and 6:30 pm.

There will be a special segment on India v West Indies ICC world cup league match which is to be held at the Emirates Old Trafford, Manchester. NewsX will be doing a live show on the most awaited clash in the world cup between the two cricketing nations.

The cricket show will be hosted by NewsX anchors with participation of renowned Indian cricketers and cricket enthusiasts in the show.

There will be studio guests from the Indian cricketing fraternity including Mr. Syed Kirmani, former Indian player & 1983 world cup winning wicket keeper, Mr. Nikhil Chopra, Former Indian cricketer and expert commentator, Mr. Anshuman Gaekwad, Former Indian cricket team coach, Mr. Rajkumar sharma, Virat Kohli's coach and Mr. Praveen Kumar, Former Indian cricketer.

To make the show more captivating and exciting, the NewsX anchors and studio guests will be cheering for the Indian cricket team and will discuss about the statistics and the performance of the players from both the teams. These guests will also discuss Indian cricket team’s strategy for forthcoming matches and winning the cricket world cup 2019.

Watch ‘War of The Worlds’, India v West Indies special cricket show on Thursday, 27th June at 2:30 PM & 6:30 PM on NewsX


Zee Bollywood to air the John Abraham starrer 101% Shuddh Heropanti movie Satyameva Jayate on 30th June 2019 at 12 noon

A vigilante who believes in - ‘from khaki to khaak’ sets out to put corrupt officials to task by setting them ablaze. Milap Zaveri’s Satyameva Jayate is a 101% Shuddh Bollywood entertainer that tells the tale of a cold-hearted killer who is on the loose. The names on his kill-list have two things in common – they are all policemen and each one is reputedly corrupt. The action movie stars John Abrabham and Manoj Bajpayee in the lead along with debutant Aisha Sharma in a pivotal role. Zee Bollywood, the 101% Shuddh Bollywood movies channel is all set to air ‘Satyameva Jayate’ on Sunday, 30th June at 12 noon.

A perfect amalgamation of 101% Shuddh Heropanti and Tashan, Satyameva Jayate is a complete entertainer because of its effortless acting and hard-hitting dialoguebaazi. While John is tearing up tyres and beating the bad guys to pulp, he infuses the angry young man role with passion and energy. Manoj Bajpayee aces his act as a fiercely determined and honest cop, adding the much-needed drama to the plot. The gorgeous Nora Fatehi’s 101% Shuddh Jalwa in the remake of the sensational chartbuster song ‘Dilbar Dilbar’ makes it an instant favourite with the fans.

Watch Satyameva Jayate on 30th June at 12 noon only on Zee Bollywood

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