MediAvataar's News Desk
While the entire travel and the tourism sector is witnessing an economic downturn, the first green-shoots are being witnessed by the digital platforms, who have a critical role to play in the revival of the sector.
This was the emphatic message from all panelists in the Webinar on Digital Roadmap to Invigorate Micro-Entrepreneurs in Tourism sector, organized by the Internet and Mobile Association of India [IAMAI].
Speaking at the event, Smt. Meenakshi Sharma, Director General (Tourism) in her key note address said that given the tourism sector contributes close to a 5% to our GDP, any downturn in the sector significantly affects the whole of the economy. Smt. Sharma highlighted the various initiatives being undertaken by the Government to revive the sector and suggested that domestic tourism is going to be the backbone for recovery and get the sector moving for the time being. She also exuded confidence on the digital platforms suggesting “Digital provides expertise and can provide good solution, which is the need of the hour.”
Mr. Manish Amin, Co-founder & CIO, Yatra reiterated the importance of domestic tourism and highlighted that how in coming times it will help the sector to grow. He also pointed out ‘Staycation’ as one of the primary things has led the sector to grow and will lead on to do the same.
The event witnessed the launch of a report titled "Homestays in India: A Functional and Economic Impact Analysis”, that finds the homestays’ contribution to the Indian economy was nearly Rs 2600 crore in 2019. The report also finds that digital platforms have played a phenomenal role in helping the homestay sector evolve in India, with 90% homestay owners reporting increase in customer outreach via online platforms, and 79% reporting increase in revenues. Digital platforms have also helped raise peak season occupancy (75% respondents) and increase in tariff rates (60% respondents). In fact, 67% of homestay owners reported that they originally started their business offline but later shifted to digital platforms given the benefits, while for many others online platforms enabled them to kickstart their journey as a micro entrepreneur.
According to the report, nearly 75% homestay hosts welcome tourists in their homes where they reside with their families and for nearly 50% this is the primary or sole source of income. Thus homestay are a critical value add to the rural economy and the government should provide special incentives to the micro-entrepreneurs for supporting homestays.
Highlighting the role of homestays in India, Mr. Amanpreet Bajaj, General Manager - Airbnb India, Southeast Asia, Hong Kong, and Taiwan said micro-entrepreneurs such as homestay owners play an important role in the socio-economic sustenance of local communities and promoting homestays hosts will help generate livelihood for millions. He added “As the government embarks on re-calibrating and formulating policies to revive the sector, we believe that special emphasis and support should be extended to homestays and online travel platforms as they can play a critical role in the revival of tourism in the country.”
Other speakers at the event included Mr. Vipul Prakash, COO, MMT, James Lambert, Oxford Economics and Ms. Mridula Tangirala, Head Tourism, Tata Trust.
Protinex, the leading nutritional supplement brand from the house of Danone, has awarded its creative duties to DDB Mudra, following a multi-agency pitch. DDB Mudra will bring in its expertise to strengthen the brand’s communication and architecture.
Indian diet is primarily carbohydrate heavy and protein deficient. A 2017 research by Indian Market Research Bureau* revealed that protein deficiency in India was more than 70%. Until a few years ago, adult nutrition was an ignored topic. Due to confluence of myriad factors, Indians are considering their health and wellbeing seriously.
Indians are gradually making themselves aware of protein deficiency and its underlaying effects on human health. Building on this insight, DDB Mudra researched this category deeply to map all the touchpoints of a consumer journey and lifecycle.
Himanshu Bakshi, Managing Director, Danone India said “Protein awareness is an important part of our brand commitment since the understanding about Protein is very nascent in India. Effective communication is a vehicle through which we deliver our promise of inspiring healthier eating & drinking habits. DDB Mudra will help us translate this promise to action as we embark on an exciting journey to create impactful communication around Protein.”
Anurag Tandon, Managing Partner, DDB Mudra West said, “Adult nutrition is a category with growth potential. Working with a name like Protinex is a matter of pride for us, since they not only have a long-standing reputation in the market but also a vision to further the brand in multiple ways. Our fresh perspective in how to create consumer awareness about protein deficiency resonated well with Protinex’s goal to create relevance in this segment.”
Due to the pandemic, most consumers are stuck at home. Brand Kingfisher first developed a digital campaign to enjoy Kingfisher with friends over a video call. However, there was a larger opportunity in the space of ‘At-Home’ Consumption. This potential had not been tapped before. Since the scenario changed, the brand embarked on a new journey to bring people together at home over a Kingfisher.
The brand has recently launched a new campaign with a series of commercials, each leading up to the key message- Ghar Pe Kingfisher (Kingfisher at home), under the brand’s umbrella thought - Kya Plan Hai? (what’s your plan?)!
These commercials show people at home coming together over a Kingfisher.
The first commercial in this series shows a young boy in his mid-twenties who’s hidden some Kingfisher in the fridge only to be caught by his father. Much to his surprise his father gives him permission to have it And we see both them sharing a sweet moment over a Kingfisher.
Speaking about campaign Kundan Joshee, Sr VP and Managing partner, Wunderman Thompson India, South, said, “Beer is a social lubricant and with social contact being reduced and people confined to the house, the need of the hour was to build home consumption and challenge mindsets. There was an opportunity to build permission to drinking at home and break the generational divide regarding drinking.”
Sameet Ali Soni, Senior Creative Director, Wunderman Thompson, Bangalore, said, “Promoting home consumption was a challenge, we’ve tried to do something that’s really fresh.”
The first commercial has gone live digitally and will be spread across a mix of Facebook, Instagram and OTT platforms.
Credits list below:
Client: UB Group
Agency - Wunderman Thompson, Bangalore
Chief Creative Officer: Senthil Kumar
Sr.VP & Managing Partner: Kundan Joshee
National Creative Director: Priya Shivakumar
Senior Creative Director & Copywriter: Sameet Ali Soni
VP & CSD: Nitin Mohan Goyal
Senior Creative Director: Sanjay Bhat & Rahul Bhojraj
Account Management: Anvesha Sinha
Planning: Shazia Sattar Khan, Shujoy Dutta
Production House: Bonobo Pictures
Director: Naved Ahmed
Producer: Raza Surti
In the 15th AGM, Rural Marketing Association of India (RMAI) has appointed Mr. Biswabaran Chakrabarti as its next president
The Rural Marketing Association of India (RMAI) conducted its 15th Annual General Meeting on 25th of September, 2020 on a virtual platform.
The meeting started with General Secretary, Mr. Himanshu Shah, welcoming the member attendees. Mr Shah gave a brief synopsis on upcoming virtual Flame Awards Asia before handing over to President, Mr. Biswabaran Chakrabarti, who highlighted the activities and initiatives taken by the association last year.
Following him, the Treasurer, Mr. Veerendra Jamdade, presented the financials and audited report for the financial year. Dr Anup Kalra, Vice President, thanked the National Advisory Council for their role and invited them to share their observations on the year under reference and also to declare the results of the General Body Election.
On behalf of the National Advisory Council & Election Committee Mr. Sanjay Kaul, chairperson of the council, announced the results of the General Body elections and shared their recommendations with the members.
Mr. Biswabaran Chakrabarti, was re-elected as the President of RMAI for the second consecutive term. He said, “I thank our members for finding me suitable for this position. I thank the leadership team and all members for keeping the association active during these trying times. Way forward, my core objective for the association would be to keep us relevant for the diverse sectors that our member organisations represent, and many others too. Let RMAI add value to the way of working of the many business sectors, working in and working for the rural domain of our country.”
The newly elected committee of RMAI, headed by Mr. Biswabaran Chakrabarti as President shall include Dr Anup Kalra from Ayurvet Ltd as Vice President; Mr. Veerendra Jamdade from Vritti Solutions Ltd as Treasurer; & Mr Himanshu Shah from SOI Live Marketing as General Secretary for the term.
The Executive Committee includes Ms. Nidhi Singh, COO, Impact Communications; Ms. Kadambari Lokhande, COO, Rural Relations; Mr. Venkatram Vasantavada, MD and CEO, SeedWorks International; Mr. Amit Rangra, Executive Business Director & VP, Wunderman Thompson; Mr. Khurram Askari, Managing Director, Insight Outreach Pvt Ltd; Mr. Sandip Bansal, Chief Client & Field Officer, Dialogue Factory (GroupM Media); Mr. Sunny Vohra, CEO, Anugrah Madison; Mr. Varun Agarwal, Head Retail Marketing - GWI, Tata Steel Ltd; Mr. Sanjay Pragat, Director, Vision Force; Mr. Deepak Mittal, CEO, Mittal & Associates; Dr. D. Ravinath, Professor - Marketing, Vignana Jyothi Institute of Management; Mr. Kiran Zende, Director, Yadnya Brandscapes Pvt. Ltd & Mr. Rahul Nayyar, Executive Director, R S Infomedia And Films.
The President Mr Biswabaran Chakrabarti, requested the nominated National Advisory Council of RMAI to continue their active support. This council includes Mr Sanjay Kaul, Founder & CEO, Impact Communications as Chairperson; Mr. Raj Kumar Jha, Director, Rural Campus; Mr. Sanjay Panigrahi, Former Chief Customer Officer, Pidilite Industries; Mr. Pradeep Lokhande, Founder, Rural Relations; and Mr. Puneet Vidyarthi, Director of Sales & Marketing, CNH Industrial. Mr Kaul narrated the legacy and good practices of the association. He invited young managers to get involved in future initiatives.
The podcasting platform and the popular Hindi entertainment channel have joined hands to offer content to Kuku FM’s users
India’s emerging podcasting platform Kuku FM, and the well renowned Hindi language entertainment company Shemaroo Entertainment Ltd. are partnering to provide exclusive content on their platform. Through this partnership, Kuku FM is diversifying audio content options for its users, while giving them an opportunity to enjoy Shemaroo TV’s popular and entertaining content in audio form. As an entertainment industry leader, Shemaroo has produced content in diverse genres over the years.
Shemaroo’s channel on the platform includes content that covers spiritual discourses from famous gurus like Gauranga Prabhu, Om Swami, Radhanath Swami and a 19-episode, 8+ hours long audio version of the sacred Hindu religious book Bhagwad Gita in Hindi. Further to this, it boasts of other great collections wherein users can begin their mornings through calming audios such as chants, mantras, Morning Aarti, and Hanuman Chaalisa among others.
Indians are increasingly taking to audio-based services and platforms such as Kuku FM’s podcasting station, owing to the ample time that is available ever since the COVID-19 lockdown. Be it ‘work from home’ or adherence to social distancing norms, users are now pursuing other interests and enriching their lives. They are listening to self-help, motivational and spiritual lessons, beyond the usual entertainment genre. Shemaroo wants its content to reach a wider audience, especially with podcasting services reaching every nook and corner of the country.
Kuku FM is working towards democratizing its content for Indian users. Their content is now available in English, Hindi, Bengali, Gujarati, Marathi, and Bangla. The regional language content space is undergoing a boom, with several content providers queuing up to gain a lion’s share of the market. Vernacular podcasts are attracting listeners even from tier III & IV towns and rural India, as they are showing interest to explore fresh content.
Speaking on the partnerships, Lal Chand Bisu, CEO and Co-Founder of Kuku FM said, “We are delighted to have partnered with Shemaroo, in bringing their content onboard our platform. Our users are thirsting for content that can bring calm and balance to their lives in tough times such as these and Shemaroo’s efforts are in line with our idea of providing good quality and affordable services to our consumers.”
Kuku FM has collections in over 15+ genres, from which users can pick their content covering spirituality, Hinduism, education, cinema, love, meditation, and a whole host of other streams. Shemaroo will have regular uploads on the platform for users so that they enjoy the vast variety of content they produce.