30 November 2022 22:49

MediAvataar's News Desk

MediAvataar's News Desk

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Wednesday, 30 November 2022 00:00

FAB Market Launches FAB Creators Network

FAB Market introduces the FAB Creators’ Network, a service studio specializing in Demand Generation Content Solutions (video + audio), Live-Streamed Video Creation and Radio Show Creation.

Backed by the legacy of India’s largest media organization HT media, FAB Creators’ Network- a large pool of creators, producers and artists are going to create quality and exclusive content for various brands and platforms.

FAB Market is a B2B content platform from HT Media that hosts an e-commerce website which is a unique and first-of-a-kind content and services marketplace. With a large pool of talented multi-lingual creators from all over the country, FAB Market produces and curates content for Indian and global audio and video platforms. Having delivered 1500+ hours of content across 4 continents in 8 countries, its portfolio of services and products includes an enormous bank of stock audio content, radio shows, live-stream and short-form videos, podcasts, audio services, etc.

According to Mr. Yatin Naik, Business Head- Digital & In-store Radio (Fever FM), “Short format videos have the highest ROIs of any social media platforms and brands are looking to invest in it!”

The FAB Creators Network caters to the digital content and ad film requirement of brands and platforms by working from conceptualising and scripting of the content, finding the right creator fit to end-to- end production. Online videos are an important part of the digital content strategy of brands and are apt for all stages of sales funnel. These can be developed into different formats to engage, convince, and inspire the customers. Brands can maximum their reach, leverage content across platforms and convert brand value into revenue by being able to track every lead. Coming to the short video apps, they are not only about user generated content but also digital advertising which is likely to be around 10-20% of the average spend and is going to be 6 billion by 2030. The FAB Creator base is about choicest and premium content creators who can feature in these videos to win an audience and build trust for the brands.

Tuesday, 29 November 2022 00:00

Dating Games are dead in 2022

Tinder’s Year In Swipe in India

Situationships, Shared Values and Social Issues Were the Top Green Flags for a New Generation of Daters That Are Done Wasting Their Time

Let’s be real, 2021 wasn’t the return to IRL we thought it would be - a mask was still your most steadfast accessory and you sought out vaccination appointments like concert tickets. The start of 2022, however, brought new excitement for getting back ‘out there’ with our collective resolve to make up for lost time during quarantine. Social activities like travel and live events rebounded in record fashion, and dating was no exception. Millions of young adults who started their dating lives in lockdown, showed they were definitely out and ready to mingle IRL, and unlike previous generations, they were dating on their terms and were done playing games.

With 2022 drawing to a close, Tinder’s Year in Swipe shares the top flirt flexes of the year. From new relationship labels and stances on social issues, to sober dating trends and the hot new emojis popping up in the chat, here’s the state of the date:

10 Essential Trends on Tinder in 2022

#1. Young singles are owning the situationship as a valid relationship status. Young singles were still down to play the field this year, but they opted for a high-quality roster where everyone was on the same page. More than a hookup, but not quite a traditional relationship, the “situationship,” a casual - yet clearly defined - relationship came to rise in 2022. Tinder saw a 49%1 increase in members adding the new relationship intention to their profiles and over 1 in 102 surveyed young singles said they prefer situationships as a way to develop a relationship with less pressure.

#2. Positivity was a major plus. 

Originally known as the parking symbol,  has been repurposed to represent Pushin’ P and was the number 1 trending emoji globally on Tinder this year. An interesting shift from the trending emojis of years past (  in 2019, in 2020, and in 2021), members turned to to let the world - and their matches know ‘positivity’ and keeping it real is exactly what they’re looking for1.

#3. The dinner date could soon be dead. It seems the activities we took to during the pandemic are here to stay. Mentions of "Picnic" (15%), ''Stand Up" (10%) and “Coffee Dates” (26%) in Tinder India bios6 all increased this year, suggesting that singles are meeting for more than just dinner and drinks these days. They’re opting for less traditional, more authentic and sometimes sober (see below) ways to get to know one another. Other creative activities like Camping, BBQs, Trying New Things, and Street Food all made it into the top 10 trending global Interests on Tinder.

Bodhi Mallick, 28, on a unique first date idea

Bodhi superliked Stella on Tinder because her bio was full of fun and humor. She’d written - "I love emojis a lot, yet you won't be able to figure out my replies! He was yet to come across a profile as unique! And so was their first date - a 30km bike ride and he knew then that she would be her ride or die. “Stella was preparing for her competitive exams and couldn’t step out often. That’s when it hit me - our first date could be on her commute from her tuition center to her home! She thought I was crazy because I was 26 km away from her. But I still hopped on my bike, and waited for her to finish class . When she saw me, oh man I truly felt complete - her run, her wide smile, her big hug . We rode in comfortable silence until she broke it with the least expected three words ”.

#4. More singles are raising a glass to sober dates. Alcohol-free dates have become a way for singles to be more authentic on dates and challenge traditional dating norms. Over 25% of surveyed young singles on Tinder said they drink less on dates compared with last year2 and 72%1 of members said on their Tinder profiles that they don’t drink or only drink occasionally . In fact, the and emojis each decreased (40% and 25% respectively) on TInder profiles YoY1. . There’s also been a local YoY decrease in popularity of interests in India like Grabbing a Drink, while Tea, Coffee and Outdoors all increasing this year.

#5. Being Funny, Fresh, and Forward was sexy AF. A sense of humor was what members looked for most when reading a potential match’s profile, and 73%2 of young singles surveyed across all genders said they were looking for someone who is clear about what they want and has good hygiene. When asked what the most important characteristics are in a potential date, young singles prioritized value-based qualities like loyalty (79%), respect (78%) and open-mindedness (61%) over looks (56%)3.

#6. Stances on social issues could make or break a match. Three-quarters (75%) singles were looking for a match who is respectful of or invested in social issues2. In fact, so many Indian Tinder members mentioned LGBTQIA+, the environment, mental health, Ukraine and feminism in their bios this year, that they all rank in the top 5 local1 issues. Additionally, the Activism and Voters Rights Interests both increased (84% and 37% respectively) in Tinder profiles this year1.

Sumeet, 25, on the importance of having a stance on social issues - LGBTQIA+

Sumeet found a match on Tinder and instantly started talking. Not only did they bond over their love for coffee and Bollywood music, but they also learnt that they’d both experienced heartbreak because people who they liked had not come to terms with their sexuality because of society’s homophobic norms. “He told me something that I remember, “Sumeet, we have a voice, use it till nobody has to think twice before loving anyone, but only do it after you know what love is, and that comes from loving yourself.” I haven’t stopped using my voice against homophobia ever since.

#7. Nostalgia stanning was a flex. Young singles are getting inspo from 90s and noughties dating trends. The fastest growing interests on Tinder were blasts from the past like 90’s Kid, Anime, and Sneakers. Even everyone’s favorite new old song, Kate Bush’s “Running Up That Hill'' made a comeback and was in the top 10 Spotify Anthems noted on Tinder profiles1. Tinder's modern take on the traditional Blind Date also launched for the hotter months. The Blind Date feature on Tinder paired members before allowing them to view each other's profile and was used 200,000 times a day on average4. It’s been a tough few years, and it looks like singles are turning to the authenticity and good vibes of a pre-smartphone world.

#8. The (red flag) & (gaslighting) emojis were trending for good reason. Toxic relationships aren’t new, but all of the tips and psychoanalysis on social media show that young singles are more clued up about the good, the bad and the ugly when it comes to dating. Nearly two-thirds (58%) of surveyed young singles said they were confident they could identify a green or red flag2 when dating. In 2022, singles have finally had enough and are dishing on what they consider red and green flags, and all of our BS radars have gotten better because of it. A true public service. In fact, more than 65%** of young Indians feel that “being your true self” and “being vulnerable” are waving green flags. Tinder members can check out more on green flags, consent and healthy dating here

Dr. Chandni Tugnait, Life Coach & Tinder’s Relationship Expert “Young adults are feeling more confident, recognise what healthy dating looks like and know what positive signs to look out for when swiping. They are able to focus on the positive characteristics and attitudes that they believe will keep them happy, content and feeling valued throughout their relationship. So while they may go on blind dates, they no longer turn a blind eye to red flags and increasingly look for green flags or positives in a match or a relationship.”

#9. Revenge travel racked up the miles on Tinder. After two pandemic-filled trips around the sun, singles were finally able to get back to exploring new horizons with fewer or no restrictions. 18-25 year olds passported on average 95 times a month with top passport destinations for young singles in India including London, New York City and Los Angeles1. This year, Melbourne has entered the top 10 Passport destinations for Indian members, knocking Moscow out of the top 10. Interestingly, Hyderabad has been crowned the chattiest city for video chats on Tinder India this year, followed by Chennai and Bangalore, all using the feature to connect with others around the country, and world.

#10. Amidst uncertainty and a triple mercury retrograde in 2022 singles were looking to the stars for guidance. Star signs were the most popular type of descriptor added to Tinder bios behind smoking preferences, pets and diet. Leos, Scorpios and Cancers were the signs most likely to include their sign in their bios, and surprisingly, all star signs were most likely to match with the exact same zodiac sign1.

Aahana Dhar, Director of Communications for Tinder India “ Indian daters are wasting no time in reshaping the dating world in their image, once they could return to IRL dating. We’ve seen singles be incredibly intentional in both who they choose to date and how they choose to date. Moving over icebreakers, young daters have also been looking for casual activities and shared experiences to get to know each other and make their first dates count. As we shift into gear for 2023, the trends of 2022 will definitely guide the way Indian daters navigate the world of dating, friends, connections and relationships – and we can’t wait to see them continue to embrace situationships, spontaneous trips and sober dates!”

The channel has presence across all social media platforms

India Today’s digital-first group of channels, Tak, has expanded its online-presence with a newly launched website – www.RajasthanTak.com; strengthening its hold as a leading digital player in the regional-news market. This will be the group’s 6th native-product after CrimeTak.in, TheSportsTak.com, MumbaiTak.in, UPTak.in and GujaratTak.in. Rajasthan Tak has a strong social-media presence with more than a million subscribers/followers on various social-media platforms. The new website will have a bouquet of content ranging from news-articles, web-stories & videos in a mobile and desktop friendly format.

Commenting on the launch, Milind Khandekar, Managing Editor, Tak channels, says “After leading the market through our various social media channels, we are ready to scale-up our presence in Rajasthan with Rajasthantak.com. The idea is to give our audience a holistic content-offering over and above videos. The new platform will host in-depth news articles, web-stories, photo-galleries and live-updates from Rajasthan.

He further adds, “In the past one year we have successfully moved to native-platforms in various geographies like Mumbai, Uttar Pradesh & Gujarat. We will surely be covering more regional markets in the near future.”

Adding to the reasons on launching the new website, Vivek Gaur, CEO, digital-first channels, TV Today, says, “In the past one year, Rajasthan Tak generated more than 300 million views on social media. By moving to our own-destination, we aim to build a content-rich ecosystem for the end-user.”



Ogilvy Mumbai Lands 10 of India’s 14 Finalists For 2022 One Asia Creative Awards

All finalists win either Gold, Silver, Bronze or Merit; Winners to be announced in January 2023.

Ogilvy Mumbai had a strong showing in the finalists selections for the One Asia Creative Awards 2022, securing 10 of the India 14 finalists spots.

All finalists win either Gold, Silver, Bronze or Merit, produced by The One Club Asia,

Ogilvy Mumbai has seven finalists selections for “Shah Rukh Khan-My-Ad” on behalf of Cadbury Celebrations, two for MTV & ARDSI “Memory Karaoke”, and one for Cadbury Perk “Perk Disclaimers”.

Byju’s Bangalore has two finalists for its own “Master Ji”, Ek Type Mumbai has one for “Anek Multi-script” on behalf of Google Fonts, and Ogilvy India Gurugram has one for Pernod Ricard India “The Legacy Project - Indian Handcrafted Textiles”.

Overall, Ogilvy Group Thailand Bangkok leads all agencies in the region with 20 finalists, followed by Special Auckland with 12, BBDO Bangkok with nine, and Innocean Worldwide Seoul with eight.

A total of 125 finalists were announced from Australia, mainland China, India, Japan, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam. Thailand had the most finalists with 30, followed by Japan with 15, India with 14, and Australia and New Zealand with 13 each.

The complete list of One Asia 2022 finalist entries can be viewed HERE. All finalists will win either One Asia Gold, Silver, Bronze or Merit awards, to be announced at the end of the year.Winners will be announced on January 11, 2023.

A jury of more than 70 top creatives from 19 APAC countries and regions — as well as a handful of international creative leaders — judged this year’s entries.

After years of running The One Show Greater China, the club expanded the scope of the awards last year to include all of Asia Pacific as One Asia. Entries in 2021 were received from 17 countries and regions in APAC, with winners representing 14.

Eligible countries and regions for One Asia are Australia, Bangladesh, Bhutan, Brunei, Cambodia, Mainland China, East Timor, Hong Kong, India, Indonesia, Japan, Korea, Laos, Macau, Malaysia, Maldives, Mongolia, Myanmar, Nepal, New Zealand, Pakistan, Papua New Guinea, Philippines, Singapore, Sri Lanka, Taiwan, Thailand, and Vietnam.

Starting this year, One Asia is now part of The One Club’s renowned Global Creative Rankings for 2023. One Asia awards won by agencies and brands will now gain them international recognition in their own right, and contribute as appropriate to network and holding company global rankings totals.

Bets big on Media solutions, launches media companies, Kingdom Media Network Private Limited and Atlas Media Network Private Limited

Presenting an alternate redirection, Media Veterans Moses Chinappa and Amar Dixit launched their Media Organizations Kingdom Media Network  and Atlas Media Network . The extraordinary dreamlike personalities behind the production of these cajoling yet utilitarian organizations, Co-Founder and Managing Director of the Group Moses Chinappa and Co-Founder and Chief Executive Officer, Amar Dixit, have envisioned a cooperative objective of turning into a leading association in propelling organizations utilizing channelized mediums.

Talking about Kingdom Media, the founders said that the company will launch a bouquet of channels in the coming months.

Atlas Media Network will offer 360 Degree services connected with the different verticals of Media Business in the fields of content syndication, digital, advertising sales, technical support, film division, marketing, and distribution mapping to its clients Pan India and Overseas.

The company will offer services that aid and support brand building with a combination of strategic alliances and collaborations.

Receiving enormous support from the industry, Manisha Kapoor, the CEO, of The Advertising Standards Council of India, says “I wish Moses, Amar, and the team at Kingdom media and Atlas media the very best. I look forward to many milestones and achievements from this team in the coming time”.

Furthermore, Vice Chairman Vini Cosmetics Private Limited, Dipam Patel shares his best wishes to Moses and Amar for their new ventures.

Harish Shriyan, Executive Director at Network Advertising, Mumbai shares, “I know Moses and Amar professionally & personally well over the years. They are one of the most respected & highly talented media professionals in the country. I wish them all the very best & great success in their new venture Kingdom Media & Atlas Media”.

The founders have their vision effectively formulated, wanting to give an enhancing experience to their clients and denoting an imprint and positive effect in the media business with their cooperative synergy and exceptionally characterized objectives, and are en route to achieving abundance more.

Moses, Managing Director and Co-Founder of the group, has more than 26 years of experience in the media domain. He has worked in Zee Network, Sahara TV Network, NDTV Media, INDIA TV, Sri Adhikari Brothers TV Network, BAG Films, 9X Media, AIDEM Ventures, Raj TV Network, and B4U TV Network, at key levels.

Dixit, the CEO and the Co-founder,has more than two decades of track record working with media companies. He has earlier worked with The Times of India, ETV Network, Sri Adhikari Brothers TV Network, BAG Films, 9X Media, and B4U TV Network.

Further to this, Atlas Media has appointed Rajan Mishra as Business Head – Emerging Media-India and SEA and Naveen KS as Business Head – Special Projects-India and the MENA region.

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