MediAvataar's News Desk
The move highlights the brand’s increasing focus on women’s category
For over 85 years, Levi’s® has been obsessed with making the perfect pair of jeans for women. The brand that invented the original blue jean in 1873, the iconic 501® and the first-ever blue jean for women in 1934 has constantly revolutionized women’s fashion forever and continues its journey. Today, the brand is as relevant as ever across the world, constantly asserting its authority on style by introducing new range fashion fits.
With the keen objective to attract new generations of women consumers with a relevant fashion-forward offering in line with the brand DNA of quality and comfort; Levi’s® is taking the next step in its journey.
Levi’s® is proud to announce a strategic partnership with internationally acclaimed actor and global fashion and youth icon, Deepika Padukone.
Padukone will be seen spearheading the new campaign focused on an all new range of fashion fits from Levi’s®.
Commenting on the association, Deepika Padukone said: “Authenticity, Originality and Honesty are values that the brand has been built on and are values I identify with the most! For those unaware, I have always been a jeans and t-shirt kind of girl. The right pair of jeans not only make me feel comfortable but also confident!
I am absolutely honoured and delighted to be associating with one of the world’s most iconic brands-Levi’s®.”
On having Padukone on board as ‘Global Brand Ambassador’ Sanjeev Mohanty, Managing Director- South Asia & MENA - Levi’s® commented: “We are absolutely thrilled, Deepika’s personality shines through a balance of being bold, authentic, true and uncompromising that perfectly fits with our brand values. She is not only a style icon but also an inspiration to the youth and women globally. With her on-board, we are confident of strengthening the brand further especially when we are strongly focusing on leading the women’s category.”
For Levi’s®, this year will be about statement-making shapes like high-rises, on-trend loose fits, and the runway returning wide-leg bottoms. Fans of Levi’s® will now have more reasons to buy with its new for the moment range of fashion fits with its new High loose range of fits, while it’s Bootcut and Mile-high fits are favorite’s among consumers.
An exclusive series offering guidance and insights to help brands market effectively in India
WARC expands its team in India with Kunal Sinha as Principal Consultant for Advisory and Biprorshee Das as India Editor
WARC's Spotlight India is a new bimonthly series, with each edition focused on a current topic geared towards helping brands market effectively in India. The series is a capsule collection of expert commentary and insights, tackling each subject from a range of angles. Contributors to the series are highly-regarded industry professionals offering the latest advice into what's working.
Launching with the theme "Brand Activism in India", this Spotlight edition is the first of five slated for the year and includes eight exclusive pieces bringing together varying points of view, consumer sentiment, data and expert guidance for marketers to draw upon.
Biprorshee Das, India Editor, WARC says: "As consumers become more vocal about environmental, political and social causes, there is pressure on brands to speak up too. While many worldwide are answering that call, most Indian brands have stayed silent. Brands are still wary about being outspoken and the recent Tanishq case is a clear example. With little escaping the public eye these days, being vocal about issues that plague society has often proved to be risky business.
"That said, should the Indian marketer choose to stay silent and go about its business the way it always has? Or should he or she become braver? The answer will be different for every brand but some core themes have emerged from this edition of our Spotlight series: Any step towards activism needs to be backed up by tangible action that stays true to a brand's core values. And while there is risk involved, as more consumers increasingly become belief-driven in their choice of brands, how can any brand afford to stay safe but silent?
"If there ever was a time to be outspoken and be heard, it is now."
Puneet Das, SVP, Marketing - Beverages, TATA Consumer Products tells WARC how standing up for a cause must go beyond just communicating it in order to be meaningful. Read how Tata Tea issued a "Wake up" call to highlight national issues here.
Over the years, The Times of India has been at the forefront of brand activism with popular campaigns raising pertinent issues. Malcolm Raphael, Senior Vice-President and Head - Trade Marketing, Innovations, Creative Strategy, Times of India explains how the country's leading newspaper leads with social activism at its core and talks about initiatives such as Teach India and Aman Ki Asha.
Chase Buckle, Head of Global Trends, GlobalWebIndex, explains how brand purpose can also be a competitive differentiator amid the spike in online shopping.
Biprorshee Das, India Editor, WARC, spells out why brands need to get proactive about activism.
Ajeeta Bharadwaj, Chief Strategy Officer, Wondrlab, shares why it is becoming increasingly important for India's brands to be vocal about issues, and how to do so the right way.
Ankit Singh, Senior Vice President - Strategy, Leo Burnett Delhi, draws on global parallels to show why Indian brands must stand up for issues and walk the talk.
Ashraf Engineer, Principal Consultant, Pitchfork, takes a look at how it's getting harder for Indian brands to separate their values from their business.
Suraja Kishore, CEO, BBDO, introduces Brand Activism 101, a strategic framework that marketers in India can follow if they want to champion an issue.
The next Spotlight India will be released in April. Spotlight India complements WARC's Spotlight Australia, Southeast Asia and US series, with further market-specific Spotlights being released over the coming months.
WARC expands in India
As brands and agencies in India look to address the challenges ahead, the right insights and expertise to help craft strategies designed for success are critical.
Ed Pank, Managing Director, WARC APAC, says: "To ensure that brands have access to in-depth local expertise and the latest insights, we've expanded our team in India with Kunal Sinha, Principal Consultant, for WARC's new local advisory service, and Biprorshee Das, India Editor."
With a shared vision, Kunal and Biprorshee, together with Iwaton Consultancy, WARC's commercial partner in India, and the rest of the WARC team, will help brands and agencies in India market more effectively.
Kunal Sinha, Principal Consultant, WARC, is an award-winning consumer strategy and foresight expert with experience in driving demand generation, market innovation and engagement in fast growth markets.
Biprorshee Das, India Editor, WARC, is a Mumbai-based journalist with over 14 years of experience writing on varied subjects like finance, advertising and marketing, pop culture, lifestyle and current affairs.
Media and entertainment revenue to rebound 27% next fiscal
Strong balance sheets, liquidity to cushion credit profiles of larger players
Revenue of India’s media and entertainment (M&E) sector should script a strong 27% rebound to ~Rs 1.37 lakh crore in fiscal 2022, after contracting ~26% this fiscal1. The time to bounce-back to pre-pandemic levels will be relatively shorter for segments such as digital and television (TV), while print, films, outdoor, and radio would take longer.
Credit profiles of large media companies would be unaffected due to strong balance sheets, liquidity and the revenue rebound, while mid-sized and small ones could see stress, an analysis of over 80 of them rated by CRISIL Ratings shows.
Says Nitesh Jain, Director, CRISIL Ratings Ltd, “Advertisement (ad) and subscription revenues contribute nearly equally to the overall M&E sector’s topline, but since the former correlates strongly with economic growth, the pandemic has had a bigger impact on it. Next fiscal, with strong economic rebound on the cards, ad revenue should grow 31% on-year and subscription revenue 24%.”
The TV segment – contributing around half of the sector’s topline – has recovered fully and will report healthy growth next fiscal. Ad revenue saw a sharp contraction initially, but recovered swiftly thereafter, aided by airing of new content, sports events such as the Indian Premier League and a buoyant festive season. As for subscriptions, TV was resilient even during the peak of pandemic as people remained indoors.
The print segment – contributing a fifth of the M&E sector topline – is recovering, though at a much slower pace, and should be able to rebound fully only by the end of next fiscal. Print is losing share in ad revenue mainly to the digital segment (refer to chart 2 in annexure). Circulation too, especially for English language, could see a loss of 8-10%, because of increased preference for e-papers in metros. However, print companies are rebooting their cost structure and accelerating digital adoption to stay relevant.
Films – contributing a sixth to the sector topline – is one of the most impacted segment. But occupancies in theatres should improve with the vaccination rollout and a strong pipeline of content. However, this segment is likely to remain impacted even next fiscal due to social distancing norms and fear of closed spaces.
Other traditional media – radio and outdoor2 – are seeing persisting pain, and will likely take much longer to recover. This is because commuting as well as ad budgets for micro, small and medium enterprises – the key drivers for these segments – will remain restricted even in fiscal 2022.
Says Rakshit Kachhal, Associate Director, CRISIL Ratings Ltd, “Digital has emerged as the medium of choice. The pandemic accelerated adoption of over-the-top (OTT) platforms, online gaming, e-commerce, e-learning, e-papers and online news platforms. This has meant the focus of advertisers has shifted from traditional to digital media. We expect the digital segment revenue to grow 14-16% annually over the medium term. Its share of M&E sector revenue is expected to double to ~20% by fiscal 2024 compared with last fiscal.”
Given the sharp impact on revenue, cash accruals this fiscal will weaken for all M&E companies except TV distributors. Credit profiles of the large companies are cushioned by strong balance sheets (with most of them net debt free), while those of small and mid-sized media companies have weakened. More downgrades among the latter led to the CRISIL Ratings’ credit ratio (upgrades to downgrades) for the sector sliding to 0.33 in the first nine months of the current fiscal from 0.75 in fiscal 2020. Liquidity pressure may intensify for them if recovery in ad revenue is delayed.
That said, there is a silver lining to this cloud, too. M&E companies have adopted aggressive cost rationalisation initiatives. Besides, the pandemic-led change in consumer behaviour has accelerated monetisation opportunities for these players through integration of digital media into theirf traditional businesses. Some of these aspects can lead to structural changes in business models of the M&E sector over the longer term.
1. Optically, the de-growth this fiscal and growth expectation next fiscal may sum up to a full rebound. But that won’t be true because the 27% growth will be on a much lower base. Industry revenue next fiscal will still be lower than that in fiscal 2020 (refer to chart 1 in annexure)
2. Radio and outdoor segments don’t have any subscription revenue
Opening Massive Market Opportunities For Advertising
New Mobile Streaming Report by Adjust finds 52.5% of consumers worldwide have used smartphones to stream more video content since the outbreak COVID-19
Over The Top (OTT) streaming has exploded during the global pandemic, according to a new report released today by global app marketing analytics platform Adjust, further demonstrating a fundamental shift in consumption patterns toward mobile. Busting the myth that the majority of mobile streaming takes place on commutes, 84% of consumers across the countries surveyed have used their smartphones to stream the same amount or even more content since the coronavirus outbreak.
On average, over half of consumers surveyed (52.5%) said they are streaming more video content since lockdown. Only 12% of consumers are streaming less — which means four times more consumers are mobile streaming.
Drawing on consumer research from 8,000 respondents across the U.S., the U.K., Germany, Turkey, Japan, Singapore, Korea, and China, The Mobile Streaming 2021 Report also finds strong streaming habits across generations in mobile-first countries. In total, nearly 90% of users aged 55 and older in China (89.8%) and Turkey (88.9%) say they stream via their phone every day or at least more than once a week.
“This drastic shift to routine mobile streaming around the world and across generations has created massive advertising opportunities and a new role for mobile analytics,” said Dr. Gijsbert Pols, lead product strategist at Adjust. “By understanding how and when consumers stream, as well as which channels and campaigns deliver the highest marketing impact, the potential to build a large, loyal user-base with high lifetime value is virtually limitless.”
Additional key takeaways from the report include:
Most consumers are using mobile to stream at least once a day. Users in China (93.8%) and Turkey (91.9%) stream most frequently — every day to once a week — compared to 69.4% for the U.S., 57.2% for Japan, and 45.7% for the U.K.
Users across all generations and regions stream for at least an hour per session, proving viewers are no longer just snacking bite-sized content — they are binging on entire episodes and full-length movies.
Millennials, the biggest users of mobile streaming, are also watching for the longest periods of time. Session length averages just over 90 minutes (94.2), closely followed by Gen Z, which comes in at just under 90 minutes (87.6).
Users 55 and older may appear to be the laggards in the data set, but 65 minutes per average session suggests this audience is warming up.
Consumers are spending a sizable amount on streaming and on-demand entertainment services. Korea is out in front at $42.68 per month, compared to $33.58 for the U.S. and $34.82 for the U.K.
Connected Television unlocks new second-screening opportunities
Adjust’s research also sheds light on how pervasive second-screening has become around the world, with the rise of Connected TV (CTV). On average, more than three quarters (76%) of all respondents use their mobile phone while watching television, with this viewing behavior most pronounced in Singapore and China (both 85%), closely followed by the U.S. (83%).
Social apps are the number one choice for second-screeners — favored by 65.4% of respondents, on average — followed by banking (54.9%) and gaming (44.9%). Second-screeners in APAC have a healthy appetite for food delivery apps, with use strongest in China (65.2%), Korea (36.6%) and Singapore (48.2%).
Advertisers can tap into the dual-screening trend by putting a call-to-action in their television ads, such as downloading a mobile app via a QR code. This has the potential to create a whole new and interactive brand experience, across two devices.
The Mobile Streaming 2021 Report draws on consumer research conducted by Censuswide on behalf of Adjust from a global survey of 8,000 total TV/video streaming consumers aged 16+. The research uses nationally representative samples of 1,000 TV/video streaming consumers in each of the following countries: the U.K., Germany, Turkey, Japan, Singapore, Korea, and China between November 6, 2020 and November 10, 2020, and the U.S. between September 23 and September 29, 2020.
Launches a full-fledged video-on-demand service for TV and mobile screens with a unique pricing of INR 99/- per month and INR 499/- for a year
Announces the launch of 2021 ShortsTV Worldwide Film Festival in India, U.S., Latin America, and Europe, giving platform to filmmakers around the globe to showcase their craft
India has witnessed an unprecedented increase in content consumption on digital platforms. Keeping in stride with the evolving consumer trends and the digital world, ShortsTV, the world's first and only 24/7 linear TV channel dedicated to short films, ventures into its first partnership with Airtel, India’s premier communications solutions provider. Leveraging Airtel’s core strengths of Network, Data & Distribution, ShortsTV has launched its first video-on-demand service on Airtel Xstream that can be enjoyed on both the mobile app as well as television screens. ShortsTV is now available at a nominal subscription of INR 99/- per month and INR 499/- for a year.
ShortsTV through Airtel Xstream is now ready to entice subscribers with its expansive catalogue of quality short films that includes nominated and winning shorts from internationally acclaimed awards such as The Academy Awards, Cannes, BAFTA, and high-quality CGI animation from international independent filmmakers & local Indian filmmakers. Equipped with a specially curated library of over 4000+ titles from across the globe spanning genres such as comedies, musicals, documentaries, thrillers, dramas, and animation, the service is here to allure all the short film fans and offer a seamless binge-watching experience. The catalogue includes short films across English, foreign, and local Indian languages, including Hindi, Gujarati, Bengali, Marathi, Kannada, Tamil, Malayalam and Telugu.
Speaking about this partnership, Carter Pilcher, Chief Executive, ShortsTV, said, “TV and mobile phones are both integral to the Indian viewing experience—a perfect combination for ShortsTV and our ground-breaking short movie entertainment. ShortsTV is present in over 60 million TV households in India already, and our partnership with Airtel Xstream will bring us to Airtel’s 340 million subscribers -- who are always on the lookout for unique content. From Oscar Nominated movies to Travel Documentaries to exciting new films from India’s hottest new directors – ShortsTV is amazing entertainment. Binge on, dude!”
“Short films are slowly making their presence felt among mainstream cinema, thus adding momentum to the growth of shorts on the Indian movie map. At ShortsTV, we always believed in providing a global platform for filmmakers to showcase their work since the audience's affinity towards the short format is growing. Understanding the rise in content consumption on the small screen, our partnership with Airtel Xstream will not only help us extend our reach into the Indian heartland but also provide an opportunity for Indian filmmakers to expand in India and beyond.”, said, Tarun Sawhney President – Asia, ShortsTV.