02 February 2023 03:23



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The year 2022 has been a particularly eventful one in the global sporting landscape, not least on account of the FIFA World Cup Qatar 2022. In this piece we look back at key insights and business data that YouGov delivered on the sporting front.

The FIFA World Cup, being among the most-followed sporting events across the globe, is naturally a huge opportunity for brands and sponsors to reach out to a vast audience. We dipped into YouGov BrandIndex data to examine how Team England and Team USA sponsors were performing in the lead up to the World Cup.

Globally, we took a look at the degree to which official FIFA World Cup sponsors like Coca-Cola, VISA, Adidas, Hyundai, and Kia were making an Impression on fans of the event. Effective sports sponsorship must take into account the media channels that fans are using to consume the event as well as their preferred mediums of advertising, which are topics our dedicated World Cup coverage has touched upon.

It is interesting to note that Premier League fans are such loyalists that a majority of them felt it was wrong to pause the event to accommodate the World Cup. Even so, gamblers, at least in Britain, were pumped up for the event, with half of them saying they would bet on it. In another piece of analysis examining Britain’s football gamblers, we found that they were hearing more about this World Cup in the lead up to it than they did for the previous edition.

Gamers were also abuzz for the World Cup, and this translated into an increased interest in playing EA Sports’ FIFA title in US, Germany and South Korea.

Outside the football World Cup, other major global events in 2022 included the T20 World Cup and the Commonwealth Games. Through YouGov SportsIndex, we found that the Commonwealth Games whipped up a good degree of attention in several participating markets, with Australia leading the way. The T20 World Cup’s sponsors, particularly Booking.com, reaped noticeable dividends from their partnerships with the event in the form of much improved Buzz scores among fans of the event compared to non-fans.

Speaking of sports sponsorship more generally, auto-makers (36%) are deemed the most appropriate sponsors of professional sports teams and leagues, closely followed by tech (34%) and telco brands (34%). Only 12% of consumers felt gambling brands made for appropriate sports sponsors in spite of the well-established links between the gambling and sports industry.

In the world of American sport, we took a look at the global popularity of NBA 2021-22 season winners Golden State Warriors, and found that they enjoy a markedly younger fan base than fans of the five most popular NBA teams. We also cast a look at the most popular NBA players in the US and Britain.

As much a global icon as an American one, Serena Williams’ exit from the tennis world prompted us to look at her global popularity as well as the opinions of her fans on the key issues of inclusion and feminism – causes that she promoted through her career.

Historical BrandIndex data allowed us to look at the brands that gained the biggest upticks in Ad Awareness through advertisements during the Super Bowl over the last five years.

The NFL has made significant strides in promoting itself across the globe, and we took stock of the global popularity of the NFL to find out how those efforts are paying off. Locally, in the US, the NFL is perceived as producing a high standard, beating out other sports properties in the YouGov SportsIndex Quality metric.

The NFL has also made a concerted effort over recent years to highlight its green credentials. About two-fifths of NFL fans feel it is acceptable for brands to communicate their stance on environmental issues, and fans of the two LA teams (Chargers and Rams) are the most likely to describe themselves as environmentalists compared to other teams.

In Britain, a third of sports fans described themselves as environmentalists overall, but there were variances in the share of different sporting fan bases who said so. Nearly half of cycling fans (46%) described themselves as environmentalists compared to only a third of football fans.

The One Club for Creativity has announced four top creative leaders from India who are among those from 48 countries who will serve on the diverse jury for the ADC 102nd Annual Awards, one of the world’s longest running and most prestigious global competitions celebrating excellence in craft and innovation in all forms of design and advertising.

Representing India on this year’s jury are:

Nisha Mathew Ghosh, architect, artist, curator, Mathew and Ghosh Architects, Bangalore (Architecture/Interior/Environmental Design, jury chair)
Deben Moza, senior executive director, head of project management services, Knight Frank Pvt. Ltd., Gurgaon (Architecture/Interior/Environmental Design)
Lulu Raghavan, managing director, Landor & Fitch India, Mumbai (Brand/Communication Design)
Kartikeya Tiwari, national creative director, SVP, Kinnect, Mumbai (Experiential Design)

In addition to Nisha Mathew Ghosh, other jury chairs this year include:

Advertising: Karen Costello, creative chair, Deutsch Los Angeles
Artificial Intelligence: PJ Pereira, creative chairman, Pereira & O’Dell New York
Brand/Communication Design: Tosh Hall, global CCO, Jones Knowles Ritchie New York
Brand-side/In-House: Remy Merriex, worldwide ECD, Amazon Prime Video & Studios, Los Angeles
Experiential Design: Cara Mandel, founder/CEO, Interwoven Immersive; senior producer, AltspaceVR + Microsoft Mesh, Los Angeles
Fashion Design: Francine Candiotti, fashion designer, New York
Fusion Cube: Danny Robinson, CCO, The Martin Agency, Richmond
Gaming: Pelle Sjoenell, CCO, Activision Los Angeles
Illustration: Takashi Murakami, artist, Kaikai Kiki Co., Ltd., Saitama Prefecture (Japan)
Interactive: Mathias Appelblad, global creative director, SEB Group, Stockholm
Motion/Film Craft: Arisu Kashiwagi, director, designer, ARISU New York
Packaging/Product Design: Mary Lewis, creative director, Lewis Moberly London
Photography: Ami Vitale, photographer, filmmaker, Ami Vitale Productions; executive director, Vital Impacts, Missoula (US)
Publication Design: Luke Hayman, partner, Pentagram New York
Typography: Veronika Burian, managing type director, cofounder, TypeTogether, Tarragona and Munich

The complete ADC 102nd Annual Awards jury can be viewed here. After three years of conducting virtual judging, juries for a number of disciplines will be assembled in person in March 2023.

Entries can be submitted now, with fees increasing after each deadline period. Regular deadline is January 27, 2023, with extended deadline of February 17, 2023, and final deadline March 3, 2023.

Judging will be conducted in March 2023, with finalists announced in May. ADC 102nd Annual Awards Gold, Silver and Bronze Cube winners will be announced during Creative Week in May 2023.

New for this year’s competition:

Gaming Discipline and dedicated jury, highlighting the art and craft of animation, art direction, and sound design as well as the technical aspects of gaming.
Artificial Intelligence Discipline and dedicated jury, celebrating achievement in projects incorporating AI. The discipline includes categories for application, execution, idea and process.
Expanded Photography categories, including experimental photography, night photography and photo books.
New categories for inclusive design added to the Fashion Design, Gaming and Product Design disciplines.

Times Prime, the super lifestyle app from Times Internet, today announces the launch of its quirky new brand campaign ‘No Times Prime is a Crime’ targeted at digital natives making them aware about the benefits of having one Super app that solves all your subscription, benefits and hence lifestyle woes.

Featuring veteran actor Saurabh Shukla and upcoming star Mihir Ahuja, the new brand film created by Times Prime and BBH India has been featured on its social media pages and of Times Internet’s platforms. The film features a funny conversation between the two actors and highlights an absurdity of not having the app and paying for several different apps. The digital campaign aims to increase inquisitiveness amongst the users to check if they are on the Wanted List of committing the crime. It serves as a FOMO effect for all its potential target audience that if you don't have Times Prime, It's a Crime.

Harshita Singh, Business Head of Times Prime, said about the campaign's genesis: "As a digital native, we use at least several apps and subscriptions and pay for various features that ease our daily lives. Our latest brand film ‘No Times Prime is a Crime’, featuring the veteran Saurabh Shukla and the talented Mihir Ahuja and is a fun take on the hassles of having multiple apps. The film is our endeavor to position Times Prime as a unique Super App that curates subscriptions and benefits besides elevating lifestyle with superior & exclusive access to global brands and experiences. At this point, we created this dramatic campaign for our audience that it would be criminal to not avail these benefits of Times Prime subscription.”

Ranadeep Dasgupta, Executive Creative Director, ( BBH India North) said “Positioning the membership as the only membership that you ever need – a single membership that you possibly need. From binge watching to binge eating! Do-overs and makeovers! And if one still hasn’t taken this membership then it’s not just unforgivable, it’s criminal!”

Being one of the most preferred lifestyle super-apps, Times Prime, offers an extensive range of benefits on a single platform, from shopping to entertainment and lifestyle, brands like Starbucks, Myntra, Uber, Disney+ Hotstar, SonyLIV, Google One, and many more and even after all these benefits if you don't have a membership its a crime.

The campaign has 2 films.The first film is live with more than 1 mn views in less than 24 hours


Celebrities: Saurabh Shukla and Mihir Ahuja

- Creative Agency: Bartle Bogle Hegarty India

- National Creative Director: Ranadeep Dasgupta

- Production House : ILN Studios

- Producer: Ayush Guha

- Production Head : Vinod Kumar

- Director: Zain Anwar

- DOP : Nishant Verma

CNBC-TV18 sparks a conversation towards establishing gender parity through their mega-initiative ‘Future Female Forward – A Women’s Collective’ in Mumbai

The initiative was launched in the presence of the most influential faces of India Inc. and thought leaders, artists & film makers who weighed in on challenges, opportunities, and responsibilities that every organization needs to recognize, deliberate and find solutions for

For over two decades, CNBC-TV18 has been India's no.1 business news brand with cutting-edge analysis and in-depth news reportage. Over the years, the brand has changed the paradigms of business news, by ushering in an era of dynamic, real-time market news across the nation. As a leader and a purpose driven brand, CNBC-TV18 takes its responsibility very seriously to advocate for relevant conversations and put the spotlight on topics that truly matter. Taking this promise further, the brand has kickstarted a mega initiative to chart a path towards achieving gender parity in the workforce with CNBC-TV18’s ‘Future Female Forward - A Women’s Collective’, presented by HSBC India. The initiative was launched with a grand on-ground event, held at the St. Regis Mumbai, Lower Parel, Mumbai on 25 November 2022.

As part of the launch, the essence of this initiative has been captured through a special anthem exclusively composed by musician Sonam Kalra. Through its theme and words, “This is My Time to Shine”, the anthem celebrates the never dying spirit of a women and how she faces any and all challenges thrown at her with grace. The anthem was introduced to the audience and performed by flow artist and dancer Eshna Kutty at the launch event.

The event comprised of three insightful plenary sessions with business leaders and super achievers from different walks of life discussing the challenges women continue to face, while striving to make their mark in the Indian corporate space. The first discussion titled ‘The Leaders Forum – Playing for Parity’ was moderated by Shereen Bhan, Managing Editor, CNBC-TV18 with speakers such as Dr. Anish Shah, Managing Director & CEO, Mahindra & Mahindra Ltd.; Prabha Narasimhan, Managing Director, Colgate-Palmolive India Ltd; Hitendra Dave, CEO, HSBC India; Dr. Sangita Reddy, Joint Managing Director, Apollo Hospitals; Manish Shah, Managing Director & Chief Executive Officer, Godrej Capitals; N. Venkatram, Managing Partner and CEO, Deloitte India; and H.E Ritva Koukku-Ronde, Ambassador of Finland to India gracing this panel. The discussions covered a plethora of pertinent issues, ranging from post-maternity mentorship to equal representation at workplace with more women holding leadership positions in a brand.

Commenting on gender representation in academics, Hitendra Dave, Chief Executive Officer, HSBC India, said, “When you see engineering colleges and MBA institutes 5-10 years from now, you will see diversity and inclusivity improve. There is a clear evidence that companies with diversified pools of talent in the form of gender and ethnicity get far better quality of work in their systems. Frankly, any business that cares about its longevity and growth will want to emphasise on diversity for its own interest as well. From HSBC’s perspective, we want to focus on doing a much better job, serve our internal and external stakeholders better, which according to us is only possible with more women representation. We need organisations to showcase women role models more actively.”

N. Venkatram, Managing Partner and CEO, Deloitte India added his point of view to the insight, and said “Our findings in the 2022 Women @ Work report suggest that if the organisation respects the entire workforce, the results are far better. Women belonging to happier organisations claim that they are willing to stay in one organisation for 5 years, which is huge in the corporate space.”

The second session, ‘Founders Forum – The Start-Up Playbook’, was moderated by CNBC-TV18’s Ritu Singh and had Sushma Kaushik, Partner, Aavishkaar Capital; Suman Gopalan, Chief HR Officer, Freshworks; Madhu Shalini Iyer, Partner, Rocketship.vc; Akanksha Hazari, Founder & CEO, LoveLocal; and Seema Chaturvedi, Founder & Managing Partner, Achieving Women Equity Funds, as panellists.

Commenting on fund management by women-led startups, Akanksha Hazari said, “Today, less than 1% of VC funding goes to women-led start-ups in India. Pre-pandemic, the global investment was 2.5% but that got down to 2.3% now. We don’t have many women investors on the other side of the table. The journey has been tough but with more international investors entering the market, capital inflow has been better.” The discussion ranged from the current status of women representation in the VC funding space to how the Indian-start up ecosystem is helping drive progress in this space.

During the event, Shyamala Gopinath, Former Deputy Governor of the Reserve Bank of India, along with Hitendra Dave and N. Venkatram felicitated ISRO scientists Dr. Rashmi Sharma, Dr. Ritu Karidhal, and Dr. N. Aparna for their efforts during the Chandrayan mission and India’s continuing dominance in the space race. Dr. Ritu also shared how there were an equal number of women scientists who played a key role in the mission and how ISRO has provided a safe and secure environment that has helped women progress and achieve history.

This was followed by the third and final panel session titled ‘She-conomy - The Digital Dividend’ moderated by CNBC-TV18’s Mangalam Maloo. The panellists were Niharika NM, Global digital content creator; author Anita Bhogle; Gauri Shinde, Film Director & Screenwriter; Naiyya Saggi, Co-Founder, The Good Glamm Group; and Ananya Birla, Singer, Songwriter & Entrepreneur and the discussion threw light on how there are plethora of opportunities and doors that have opened up for women across all sectors, thanks to the digital boom.

“The whole matter of ‘you can’t be what you can’t see’ is fast changing. When amazing women come together in a powerful community and hold conversations such as this, great collaborations happen,” said Naiyya Saggi.

Commenting on the impact of such an initiative, Shereen Bhan, Managing Editor, CNBC-TV18, said, “We couldn’t have asked for a better launch for the campaign. Key stakeholders shared their diagnosis of what holds women back from participating in the economy and more importantly presented solutions that have worked & been replicated. From Policymaker, CEOs, Founders, Investors & Creators, Future. Female. Forward, is the platform to drive meaningful conversations & draw up a charter for change. We intend to take this campaign nationwide and involve key international leaders too”

Taking the thought further, Smriti Mehra, CEO – Business News, Network18 added, “CNBC-TV18 has always been purpose driven business news brand in India; not just creating an equity revolution but also give a voice to subjects that matter and can make a difference to the society at large. With Future. Female. Forward – The Women’s Collective, we have taken impactful steps to drive gender parity and creating relevant conversations and spark the right interests which would eventually lead to a long-term reform in how women are perceived in corporates. We are glad that this initiative is becoming a platform for various powerful voices in the country, to come and advocate for the cause, leading to long-terms ripples in the industry.”

The evening was concluded with various influential voices in the industry and beyond come together and conclude that it is indeed very important to create an equitable work environment for active participation of the workforce.

Friday, 25 November 2022 00:00

Zee Media reimagines Zee Hindustan

New vision strategizes diversification of content to target the next generation.

Zee Media Corporation Ltd has announced overall restructuring of Zee Hindustan, one of its flagship channels.

The brand is being re-imagined to meet the ever-evolving changes in consumer preference for content, with the group envisioning a whole new approach to connect its content to its audience where they are.

Keeping in line with its strategy, ZMCL will diversify its current bouquet of content by introducing a new documentary channel in the near future along with multi-format factual content that resonates across segments.Zee Hindustan will remain a dynamic digital destination and deliver compelling content which is consistent with the broader changes being envisaged at ZMCL.

Being one of the largest news networks in India with a robust pan-India reporter strength, ZMCL addresses the need gap at every level with channels focused exclusively on delivering timely regional news. The brand offers specially curated programming that caters beyond politics and debates by including shows on crime, lifestyle, health etc.

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