MediAvataar's News Desk

MediAvataar's News Desk

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Leveraging collaboration within the group of 3 mainline agencies (JWT, Contract and ADK Fortune), 2 Digital agencies (Mirum and HDS), Design (Design Sutra) and Shopper marketing and Events agency (Geometry Global Encompass India); the group bagged over 130 assignments and accounts in 2018. The latest win is Quaker Oats. Other recent wins include Bata, D Décor, Emirates, Essar Oil, Facebook, GSK Pharma, IndusInd Bank, Kalyan Jewellers, Max Bupa, Reebok, Rajnigandha, Sony Entertainment (Sab TV), Sling TV, Sintex, Visa, Voltas Beko, Verisign, Veeba, Wipro Consumer, to name a few.

Commenting on the wins, Tarun Rai, CEO, J Walter Thompson said; “Collaboration between our group companies has been key to winning these new clients. We have diverse companies in the JWT group but the fact that all the CEOs of these companies are part of my leadership team makes collaboration easier. Also, we have a single P&L, unlike some other agency groups, that I am responsible for and it allows us to be focussed on providing the appropriate integrated solution to our clients. We have topped the New Business League charts last year, and we are on our way to doing the same again this year.”

J. Walter Thompson (JWT) – the world’s best-known marketing communications brand – has been reimagining the future for businesses for over 154 years. Headquartered in New York City, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 innovators and change agents. Known for our award-winning work and leading initiatives, JWT was the very first agency to air a TV commercial, the first to establish a global advertising presence, the first to rocket a candy bar into space, the first in the industry to hire a female copywriter, the first to create an amphibious prosthetic limb, and the very first to teach a computer to paint like Rembrandt. While we reimagine the future for our clients, we will continue to break new ground and revolutionize the power of our legacy through the campaigns that we create.

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Thursday, 16 August 2018 00:00

LaLiga lands on Facebook for South Asia

All 380 LaLiga Santander Matches Will Appear Live On Facebook, Bringing LaLiga Even Closer To Millions Of Fans In The Region In a first-of-a-kind agreement, LaLiga and Facebook today announced that the platform will become the official home for all LaLiga Santander matches in the Indian subcontinent.

The three-season deal commences with the 2018/19 campaign kicking off on Aug. 17. All 380 first division matches of Spain’s topflight football league will be available for free to people on Facebook in eight countries: Afghanistan, Bangladesh, Bhutan, India, Nepal, Maldives, Sri Lanka and Pakistan.

The move marks a new dawn in sports broadcasting, bringing LaLiga and its clubs closer to fans than ever before. The Facebook community in the eight countries will
be able to watch LaLiga Santander coverage on a live and on- demand basis via multiple devices. Every match will be available on the official LaLiga Facebook Page as well as individual club Pages.

Fans will be closer to the action than ever before, with the opportunity to watch matches on the go and engage directly with the broadcast. For major matches,
viewers in the region will be treated to interactive studio coverage hosted by one of the subcontinent’s faces of football, Joe Morrison. Analysis will be provided by a pool of experts including former Real Madrid defender and four time LaLiga champion Michel Salgado, as well as former Barcelona and Atletico Madrid midfielder Luis Garcia.

In addition to the live matches, shoulder programming, including a full range of weekly preview shows and highlights, will be offered.

LaLiga features the world’s best players and the world’s best clubs. The league prides itself in being at the forefront of broadcast innovation, delivering many hours of sporting spectacle to millions of viewers every matchday. Now with Facebook, LaLiga has broken new ground, signing its first broadcast agreement ever with a social media platform.

LaLiga President Javier Tebas hailed the agreement: “We are thrilled to team up with Facebook to bring the millions of LaLiga fans in the Indian subcontinent even
closer to the action. LaLiga sets the standard for football in the world and we are delighted that more people than ever before will have the opportunity to watch our matches live and for free through Facebook in the region.”

Peter Hutton, Facebook Head of Global Live Sports Programming added “As home to the two most-followed sports clubs on Facebook and some of the world's most iconic footballers, LaLiga has a huge global presence on our platform. Its popularity is notably visible in the Indian subcontinent, so we're delighted to be able to serve the community of fans there with free, live LaLiga matches for the next three seasons. We see this as a great opportunity to not only bring people together around world-class football, but also help LaLiga reach new audiences and grow its visibility in a key development market.”

Eighty one percent of customer experience (CX) leaders report they will compete mostly or entirely on CX, but less than half have established the rationale for why CX drives business outcomes, according to Gartner, Inc.

The goal of CX is to meet and exceed customer expectations, but while 48 percent say their CX efforts exceed management’s expectations, just 22 percent of CX leaders report their CX efforts exceed customers’ expectations.

To address this challenge, Gartner unveiled the CX Pyramid, a new methodology to test organizations’ customer journeys and forge more powerful experiences that deliver greater customer loyalty and brand advocacy.

“The fact that so many organizations understand the importance of CX to the brand, but are unable to deliver outcomes that meet or exceed customer expectations is indicative of the growing need for fresh approaches to delivering more positive outcomes for customers,” said Augie Ray, research director at Gartner. “Leading brands in CX start with a strong foundation in customer satisfaction. Getting this right and understanding how to build upon it to drive positive financial and business outcomes is what sets the best brands apart from the rest.”

The Gartner CX Pyramid (see Figure 1) is a framework to understand what separates the most powerful customer experiences from the rest. Each level, from bottom to top, defines an incrementally stronger way to forge relationships between an organization’s brand and their customers based on the way CX leaders listen for, understand, act on and solve customer needs.

The pyramid helps to identify the most powerful CX based on criteria including: (a) how the experiences are triggered, (b) the amount of effort required of the customer, (c) the completeness of the solution, and (d) the emotion and change in perception created by the experience. The CX pyramid goes beyond just solving today’s problems for today’s customers, by focusing on five key stages:

Stage 1: Communication Level – Furnish customers with the information they can use via the right channel at the right time.
Stage 2: Responsive Level – Solve the customer’s problem quickly and efficiently – meaning, balance both business and customer goals, measures and strategies.
Stage 3: Commitment Level – Listen for, understand and resolve customers’ unique needs.
Stage 4: Proactive Level – Provide experiences that resolve needs before customers ask.
Stage 5: Evolution Level – Make customers feel better, safer or more powerful.

Through these various levels, the CX pyramid should serve as a filter to review customer touchpoints and experiences throughout the entire buy, own and advocate journey.

CX leaders looking to drive more powerful, proactive and innovative solutions through the CX pyramid should follow three key steps:

Assess Your Capabilities – Ensure they’re capturing a thorough understanding of customer wants, needs and expectations, not just their perceptions of your existing initiatives.

Tailor Your Customer Journey Maps – Push experiences in the top of the CX pyramid at key touchpoints and drive customers deeper into the buy, own and advocate journey.

Measure Your More Innovative CX Efforts Differently – CX leaders must make sure to measure their more innovative customer experiences against adoption, perception and financial objectives.

• Entropik Tech is already associated with more than 50 Consumer brands, Digital Agencies & Media Houses like Viacom18, TAM Media Research, Group M, Myntra, ITC, Xiaomi, Born group, Star TV, Sony Motion Pictures &Yash Raj group among others

• The platform, Affect Lab 2.0, allows brands to measure customer response for advertisements, movie trailers &long format video content using Brainwave Mapping, Facial Expression Tracking and Eye Tracking Technology

Entropik Tech, India’s only EmotionAI startup, announced its ‘Pre-series A’ round of $1.1Million led by BIF (Bharat Innovation Fund) and co-invested by Parampara Capital, ArthavidaVentures and Jitendra Gupta (MD, PayU); existing investors also participated in the round. Theinvestments will help Entropik Tech scaletheir platformAffect Lab2.0, launch more IP based products and increase global footprint.

Part of ‘Viacom18 VStEP’ program, ‘Accenture Ventures Cohort’, ‘SAP’& ‘Plug And Play’ accelerator programs, the tech startup is also the first company in the $100M Bharat Innovation Fund’sportfolio.

Ranjan Kumar, Founder & CEO, Entropik Tech quoted, “We live in an era of digital clutter, where almost 300 hours of video are uploaded every minute on a single platform like YouTube. On the other hand, talking about human attention span, we can merely clock 12 to 8 seconds of attention, even lesser than a Goldfish! So be it short format content like Ads and Trailers or the long format content like Movies and TV series, only content that strikes an emotional resonance captures the consumer mindshare.”

Developed to decode consumer emotions, Affect Lab 2.0 enables brands and publishers to understand how consumers feel about their Ads, Trailers and Promos by measuring their subconscious responses. Brands can also benchmark their content against competition.

Talking about effectiveness, Ranjan continues, “We also help brands optimize their content & with our recommendations, they have been able to trigger a jump as high as 4x Views per dollarspent. For TV Promos, we also predict the likely viewership conversion using ‘Emotional Efficacy’ of content, thus empowering publishers to invest on the winners to reap best marketing ROI.”

Ashwin Raguraman, Partner, Bharat Innovation Fund, said, “Entropik Tech’s AI techniques to interpret emotional states and responses from brainwaves is path breaking and has a wide range of uses ranging from understanding consumer preferences to improving mental health. The possibilities are exciting and we look forward to supporting Entropik (them) in maximizing the potential of this disruptive technology.”

Jatin Desai, General Partner, Parampara Capital, said, "We are very excited to be part of Entropik's journey as Ranjan and his team have built world class products in Emotion-AI using deep tech with multiple use cases across various verticals. Their products have relevance both in India and for global markets and it's a perfect fit for IDFC-Parampara Fund's investment theme."

“It’s extremely gratifying to have over 50 clients spread across Media & Advertising, FMCG, Retail and Market Research industries, use our platform to know more about their consumers & optimize their Ads, Trailers, Products and User Experience ( UX ). I am very excited about the disruptive potential EmotionAI has towards solving real business problems. There is a lot to be done!”said Ranjan Kumar

Based out of Bangalore, Entropik Tech is a 20 member team that relies on over 150 years of collective experience to build EmotionAI based products and technologies. Entropik Tech has filed multiple patents since its inception and recently achieved a 100% revenue growth in the previous quarter.

Wednesday, 15 August 2018 00:00

Mike Tyson to visit India for Kumite 1 League

Mohamedali pulls no punches, ropes in Mike Tyson to launch the global Kumite 1 League

 · For the first time, an international MMA league will be played in a team format

 · Live scoring to be introduced in the history of combat sports

Kumite 1 League, the first global team Mixed Martial Arts league, is all set to host boxing legend Mike Tyson. The brainchild of Mr. Mohamedali Budhwani, the league is promoted by India’s Toyam Industries Limited and supported by the All India Mixed Martial Arts Federation (AIMMAF).

This marks the first time an MMA competition will be contested by teams representing their countries, with India going against UAE in the first Kumite 1 bout.

Boxing legend Tyson has signed on with Kumite 1 League and is set to fly down to India for the first time on September 29th, 2018 for the league’s launch, which will be held at the NSCI Dome in Worli, Mumbai.

In yet another global first, the league will have live scoring, something never seen before in the history of combat sports.

Mr. Mohamedali Budhwani, Founder, Kumite1 League said, “I am thrilled to host world boxing legend, Mike Tyson in India for Kumite 1 League. For the first time in the history of MMA, we are launching a combat sports league in a team format. We believe there is a lot of potential for mixed martial arts to flourish as a mainstream sport in India. With the support from MMA federations across the globe, we will be going to the grassroots and scout for the best talent. With a legend like Mike Tyson flagging off the event, we are confident that Kumite 1 League will establish itself as a prime international MMA property originating in India.”

Boxing legend, Mike Tyson said, “This is my first visit to India and I am happy to be associated with Kumite 1 League. When Mohammedali reached out to me for the first time and discussed his vision for the league, I was convinced that this is something that has great potential. I will be in India for the launch event and very excited to meet my fans in India.”

Kumite 1 League will undertake a grassroots development programme that will create a platform to groom budding MMA talent.

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