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Earth Day, the OOH way

Lotus Greens and IORA Ecological Solutions recently concluded OOH campaigns aimed at promoting Earth Day. Executed by Times OOH, the campaigns were visible on the DND Flyway which witnesses huge traffic on a daily basis. Both campaigns used static display mediums. IORA Ecological Solutions ran the campaign for seven days between April 22 and April 29, while Lotus Greens ran it for five days between April 19 and April 24. Lotus Greens wanted to promote Earth Day by strategically utilizing the long-term sites, as the brand claims to be committed to developing sustainable communities to secure a brighter tomorrow for everyone. IORA's aim was to highlight the importance of forests - the campaign highlighted that forests are culture, forests are biodiversity, forests are water, and forests are food. The creatives depicted the essence of our ecosystem and carried the ethos of our survival. Swapan Mehra, CEO of IORA Ecological Solutions, says, "'Forests are life' campaign drives home the message that our survival is intricately linked to the resources that forests provide to us. Devising innovative tools for conservation and management of our forest resources, and ensuring the livelihoods of communities who directly depend on them is a significant focus of the work we do with Forest-PLUS program, that launched this campaign, an implementation partner to the USAID Forest-PLUS program. Our Corporate Forest Responsibility initiative and India Forest Portal are part of an integrated approach to engage different sectors of our society in forest conservation." Chhaya Bhanti, founder, Vertiver, the creative agency that conceptualised and designed the campaign, says, "The graphics in this campaign depict life in forests across ecosystems, biodiversity, livelihoods, and culture, through folk art. We chose this hand-painted style to communicate the vital link between our culture and our forests, and to celebrate the forest-dependent communities who play a significant role in the health of our forests." Brijesh Bhanote, director, sales and marketing, Lotus Greens, says, "We, at Lotus Greens, tend to reflect our vision of creating a brighter tomorrow through every activity, be it construction in a sustainable manner, suggesting buyers to choose eco-friendly options or any other action. Likewise, this campaign is an initiative at the grass-root level to encourage people to celebrate Earth Day and feel good by planting seeds for a better and green future. Also, continuing a very basic tradition, that when we take something from Mother Earth, we must give her something back." Aman Nanda, EVP, head strategy, business development, and technology, Times OOH, says, "We, at Times OOH, take pride to be associated with IORA Ecological Solutions and Lotus Greens for spreading awareness about environment conservation. As a responsible corporate citizen, Times OOH has also adopted eco-friendly technologies to reduce energy consumption at our properties and actively striving to reduce waste material. It is this strong integration of values that comes out in these campaigns, like giving back to Mother Earth through planting trees and the diverse services that forests provide to sustain life. They truly drive home the point that the relationship that we have with nature is a delicate one. We must nurture it and always be willing to give back."

Royal Stag presents MTV Bollyland in Kolkata

Conceptualized by Live Viacom18 and Cineyug, MTV Bollyland brings together two of the hottest genres in the Indian music scene – Bollywood and EDM – to Kolkata. MTV Bollyland City Concert will feature legends of Bollywood music Atif Aslam and Kanika Kapoor performing to pulsating beats by DJ Chetas and DJ Anshul. Popular Pakistani musician Atif Aslam, known for chartbusting numbers like ‘Tera Hone Laga Hoon’, ‘Tu Jaane na’, ‘Pehli Nazar Mein’ while Kanika Kapoor, one of India’s rising playback singer is known for famous tracks like ‘Baby Doll’, ‘Lovely’ and ‘Kamlee’. MTV Bollyland City Concert will take place in Kolkata on the 2nd of May, 2015 at Nicco Park Big Lawns, Salt Lake City, Kolkata. MTV Bollyland is a property featuring of popular Bollywood soundtracks with heady electronic beats, aimed to create a unique experience meant to keep dancers tapping their feet. An extension of the annual MTV Bollyland, the city concerts will travel across 12 cities PAN India, thrilling audiences with a thumping mix of Bollywood Dance Music.

Talent Management and the era of uncertainty

Lack of skill and talent has always been a pressing issue for the events and entertainment industry and a discussion targeted at addressing this concern recently took place at EEMAGINE 2015- the national convention of the event and experiential industry held annually which brings together thought leaders and industry experts to speak about trends and to share their perspectives on the way forward. With the topic “Emerging Trends in Talent Management” in discussion, the panel was chaired by Mohamed Morani, Director, Cineyug, Vijay Subramanium of CAA-Kwan, Tarsame Mittal of TM Talent Management, Rahul Gomes, Director Oaks Management, Vijay Nair of Only Much Louder and was moderated by Roshan Abbas, Patron – EEMA. The session began with opening remarks by Mohamed Morani who highlighted someprimary concerns with talent management in India. He said, “From an event agency’s view one of the biggest disadvantages that they face is with artists charging differently from different agencies.” Rahul Gomes, Director Oaks Management raised the issue of last minute cancellations by Artists with neither them nor the artist management agencies taking any liabilities. To this Vijay Subramanium responded by essaying the current situation and said, ” By collaborating and working together as a team, both artist managers and event agencies can solve issues of differential pricing.” Gomes further said that things were changing and the artist management function in India was getting more and more organized, which would take care of such concerns in due course of time. Suggesting his inputs on the issue Tarsame Mittal outlined six essentials in an artist and artist managers relationship, “Trust and transparency; Accessibility; Loyalty, Being genuinely talented; not being Egoistic; and being a team player.” Vijay Nair while presenting his views on the subject said, “We have taken up an international practice of dealing with artists. As a regular exercise in OLM, contracts are digitally signed first and the artist’s fee is determined for the time after they arrive at the event.” He mentioned that artists were receptive to this and so long as they kept to their end of the contract so did the artists. Nair also mentioned that when there is a breech of contract, it is important to pick that fight to not face the same problems in the future. Taking the discussion forward Mohamed Morani admitted that, for many, relationships with Bollywood stars mattered more than paper work and hence when performers break their contract there is not enough paper work for compliance of legal action. To this Subramanium responded by speaking on the importance of collaboratively working to find a solution and said, “As EEMA we should sit together with all the talent management companies in India and determine a cap for each artist such that no unrealistic numbers become the standard just because one client is willing to pay that amount. Also artist costs should be dependent on their ability to generate ticket sales.”

Mobile marketing wars - Brands setting the pace in the experiential race

The bugle for the marketing wars has been sounded and with the kick off of a new financial year, the competition amongst the mobile phone category is heating up. A study by Statistica suggets that the number of mobile phone users in India is expected to reach more than 730 million by 2017. Thus with the opportunity of magnificent growth looming ahead of them no mobile brand wants to leave any stone unturned towards getting a leg up through intelligent marketing. Multiple strategies are being devised and numerical metrics are being worked upon. If we look closely into the market share of mobile vendors in the country the figures further elaborate on how interesting the mobile battle is; In August 2014, Counterpoint, a technology market research firm, reported that Micromax with a 16.6 percent market share overtook Samsung (14.4 percent) as the largest mobile phone supplier in Q2 2014. Micromax and Samsung were closely followed by Nokia (10.9 percent), Karbonn (9.5 percent), and Lava (5.6 percent). However, the latest statistics have a different say all together; as per a report released by The International Data Corporation for India mobile phone market for Q4 2014, Samsung stayed on top with a 17 percent share, followed by Micromax with a 15 percent share, Nokia with a 10 percent share, Lava with an 8 percent share, and Intex also featuring with an 8 percent share. So with the rapidly changing market environment what can a mobile brand do to not only have a stronghold on their existing market but also expand its share in the process? Industry experts are of the opinion that experiential is going to be the key differentiator in this category as the behavior of a traditional Indian buyer are determined by factors like price, value, advertisement and mostly “experiences”. Experientially the observation seems to be bang on as taking in consideration all the mobile vendors brands in the country Samsung clearly remains the top investor, followed by brands like Gioni, Karbonn, Micromax, Motorola and Google Nexus. So while experience generation and creation might not be a sure shot success mantra for the increasing brand popularity of a mobile vendor however it is one of the most crucial ingredients for the same. But what determines the kind of experiential campaign a brand should invest in? What is an ideal spent for a brand into experiential today? And, how can a marketer be sure that an investment in an experiential campaign will positively benefit his product. Well, the answers to all these questions lie clearly when one begins to study the experiential campaigns of these brands. Experientially speaking Samsung as a global mobile giant obviously has the upper hand and dwelling into the history of their experience based campaign their position as the top market player seems well earned. Whether it’s the execution of BTL activations or a star studded launch of club Samsung, targeting the youth through contests with MTV to technological savvy new launches and from the initiative of a customer service plaza to ‘party on with chaton’ campaign, the brand has cleverly created a diverse range of experiences for their customers and hence is the most popular and trusted among the Indian mobile buyers. It is without a doubt clear that the brand takes Indian market very seriously and hence wants to experiment within at multiple levels to maintain their top spot. The result of experiential ventures of Samsung makes evident the reasons behind the failure of other global mobile vendor giants such as Motorola, Apple and Google Nexus to capture a significant share in Indian Mobile Market. Since the latter brands have not contributed towards any significant experience building activities to their prospective customers their reach can be termed limited to the elite few. However, an interesting highlight of this race will be the entry of ASUS with Zenfone 2 which promises to be high to experiential activities this year. And while most global giants have refrained from taking the route of experiential in the hearts of their customers it is the India mobile brands that are making significant attempts towards the same. While Gionee has recently associated with campaigns like Indian Digital Superstars, India Beach Fashion Week, Tour EDM and others its rival brand Micromax can also been seen investing in VH1 Rock Rules Concert, Mall activations, Telegram Service campaigns etc. The results are slightly visible as the brands are successfully climbing up the popularity and trust ladder among their customers. Karbonn as an Indian mobile brand can be proclaimed to be the dark horse among the race as its unique experiential ventures such as Karbonn MTV Bloc Party, Fly Festival, SAFF championship and campus programs are not only targeted towards the youth but are also successfully resulting in its growth in overall market share. With the targets ahead of them clearly outlined, the interesting aspect of the race will be the next marketing moves by these International and national mobile brands. And since the world of experiential full of possibilities and opportunities it can be safe to say that the ultimate success of the brands in the country is going to be strongly decided by experiential.

Tickets go live for 16th IIFA Weekend and Awards, Malaysia

The 16th IIFA Weekend and Awards is all set to unfold in Malaysia and tickets for have gone live and are now on sale. The 16th IIFA Celebrations will span over three days, from 5th- 7th June, in the capital city of Malaysia- Kuala Lumpur. This year’s celebrations promise a weekend of glamour, celebrities, fashion, and music and of course the magic of the movies. Come 5th June, the biggest and brightest of Bollywood will descend into the city of Kuala Lumpur to celebrate the splendor of the biggest film industry in the world. Tickets for the awards show can be booked online by logging on to www.myticket.asia or by phone at 03-8080 8700 or 017 2447139. Patrons wishing to purchase VIP Hospitality Tickets can send an email toviphospitality@iifa.com. Also all details on the IIFA tickets is available on the official IIFA website- www.iifa.com Commenting on the occasion, Andre Timmins Director – Wizcraft International Entertainment Pvt. Ltd said, “IIFA 2015 is going to be our most spectacular celebration yet. We have a fantastic line-up of performances slated to take the stage and a host of exciting sub-events that will culminate with the incredibly glamorous and most prestigious IIFA Awards. This year IIFA is going to bring the magic to Kuala Lumpur and it will be a show you don’t want to miss.” Instituted in 2000, this will be the 16th year of spreading the magic of Indian cinema across the world signifying the international success of the Indian Film Industry. The IIFA Celebrations unfold over a packed three-day Weekend and is held in different exotic locales each year. The Weekend unfolds over three days and includes a host of events such as IIFA Rocks, IIFA Fashion Extravaganza, IIFA Film Media Briefings, IIFA Music Workshop, and the night of night, the IIFA Awards.

Yash Raj Films partners Twitter to drive innovation

In a move to reach an audience always on the move, Yash Raj Films has teamed up with Twitter India to help reach every Indian film fan with a mobile phone. Via its Twitter handle @YRF, the film production house will send selective tweets (driven by #YRFBuzz) as SMS to users, who subscribe to the service by giving a missed call to 0-75054-75054. This feature works on any phone, any network and is a completely free of charge, for online as well as offline users. Yash Raj Films vice president - digital Anand Gurnani said, “We are on the cusp of widespread growth across mobile, web and social media. This syndicated mobility program will aim to reach mobile-friendly audiences and analyze consumption patterns and trends across web and mobile. Moreover, the move is aligned to the company’s ‘mobile-first’ approach.” Twitter India head of TV and entertainment partnerships Pratiksha Rao added, “In India, Twitter is focused on reaching every person with a mobile phone and this product is in service of that goal. We are excited about Yash Raj Films taking the initiative to make it even more accessible for fans of their movies and content to stay in touch with the latest buzz at one of India’s biggest movie production houses.” Yash Raj Films is the first production house to activate this kind of service in the entertainment vertical in India.

Myntra restructures its shopping experience, becomes ‘app only’

Myntra has announced the company’s transition to an “app only” platform w.e.f. 15 May 2015, marking the end of desktop and browser based shopping. With mobile-based commerce emerging as the next biggest opportunity, Myntra sees this as a step towards creating a differentiated shopping experience for its consumers, which will be individualized and engaging. The rapid expansion of smartphones from 120-140 million in 2014 to 600-700 million in 2020 will provide the base for creation of an inclusive market unprecedented in the history of fashion shopping. Mobile apps are taking utilitarian role in users’ life by being the default mode of accessing and consuming internet services. According to a recent study, 90% of smartphone users in India use apps, which is close to 158 million as of today. The country ranks second only to the US in the usage of shopping apps. By going App Only, Myntra aims to strengthen the core value proposition of helping people “Look Good”. There has been an incredible customer response to the fashion focused content and services such as style solutions by stylists, look good tips and curated offerings backed by a wide selection of brands. The company plans to take the next step by bringing a whole new experience to its users through a rich set of features that would enable discovery and consumption of fashion products, content and services – personalized to individual’s need, taste and choice. Speaking on this occasion, Sachin Bansal, Co-Founder & CEO, Flipkart, said, “There has been a tremendous growth of smartphones in India & it will continue to multiply over the next few years. Consumers’ are shifting fast to smart phones for commerce and information consumption in a big way. Smart phones with apps are becoming utilities that consumers access constantly for their various needs on a daily basis. We are already seeing the development of mobile-based commerce, which will be the most powerful, personalized, intuitive & inclusive market. It’s a great step that Myntra has taken towards creating a differentiated experience that will generate customer pull and make it a one stop solution for all fashion needs.” According to Mukesh Bansal, CEO, Myntra & Head of Commerce, Flipkart, “We are immensely pleased to announce our transition to an app only platform and promise a very exciting & new age shopping experience to our customers. Fashion is a very personal experience. We believe that only mobile can truly deliver this experience as it captures user’s lifestyle and context in manner that no other medium does. Think of all the hardware and software features that one can leverage like camera, contact, location etc. to understand the user’s context and deliver the experience that is deeply personalized”, he added.

Facebook introduces Instant Articles for interactivity among publishers

Facebook has introduced a new product for publishers called Instant Articles to create fast, interactive articles on the social networking website. Facebook product manager Michael Reckhow said, “As more people get their news on mobile devices, we want to make the experience faster and richer on Facebook. People share a lot of articles on Facebook, particularly on our mobile app. To date, however, these stories take an average of eight seconds to load, by far the slowest single content type on Facebook. Instant Articles makes the reading experience as much as ten times faster than standard mobile web articles.” Along with a faster experience, Instant Articles introduced a suite of interactive features that allow publishers to bring their stories to life in new ways including zoom in and exploring high-resolution photos by tilting the smartphone. Auto-play videos will come alive as one scroll through stories. One can explore interactive maps, listen to audio captions, and even like and comment on individual parts of an article in-line. Reckhow added, “We designed Instant Articles to give publishers control over their stories, brand experience and monetization opportunities. Publishers can sell ads in their articles and keep the revenue, or they can choose to use Facebook's Audience Network to monetize unsold inventory. Publishers will also have the ability to track data and traffic through comScore and other analytics tools.” “Fundamentally, this is a tool that enables publishers to provide a better experience for their readers on Facebook. Instant Articles lets them deliver fast, interactive articles while maintaining control of their content and business models,” said Facebook chief product officer Chris Cox. Facebook is working with nine launch partners for Instant Articles: The New York Times, National Geographic, BuzzFeed, NBC, The Atlantic, The Guardian, BBC, Spiegel and Bild. The New York Times Company president and CEO Mark Thompson said, “The New York Times already has a significant and growing audience on Facebook. We're participating in Instant Articles to explore ways of growing the number of Times users on Facebook, improving their experience of our journalism and deepening their engagement. We have a long tradition of meeting readers where they are and that means being available not just on our own sites, but on the social platforms frequented by many current and potential Times users.” "It is great to see Facebook trailing new ways for quality journalism to flourish on mobile. The Guardian is keen to test how the new platform can provide an even more engaging experience for our readers. It is then vital that, over time, Instant Articles delivers recurring benefit for publishers, whose continued investment in original content underpins its success,” added Guardian News & Media international director Tony Danker. Instant Articles launched with a special set of stories published by The New York Times, BuzzFeed, National Geographic, NBC and The Atlantic. Facebook will continue developing Instant Articles with its partners over the coming months and listening to feedback from readers to help improve the experience.

Bloomberg TV India ramps up its market hours time-band

Bloomberg TV India has revamped its stock market-centric programmes. The channel has also introduced new shows and segments to further strengthen its content line-up. Bloomberg also began airing a special on one year of the Modi Government, ‘NaMo’s Year’, from May 11, 2015. The show, which airs at 7.30 pm and 10 pm, will continue till May 29. Speaking on the revamp of the market shows, Alok Nair, Executive Vice-President and Business Head, Bloomberg TV India, said, “As the country’s leading English business news channel, we have launched new market-centric shows in tandem with our growth strategy. With these programmes, we aim to add immense value for the avid market viewer. By reinforcing the markets time-band, the market and business audience will be exposed to cutting-edge proprietary Bloomberg charts and analysis, exclusively on Bloomberg TV India.” The current market-hour shows have also been revamped to offer the latest business news and analysis of the stock and financial markets. Some of the shows include: Street Smart: Airs weekdays, 8-9 am. The show highlights the US markets, Asia opening, commodity & money market outlook, stocks in focus, along with experts tracking the market & most importantly, the day ahead with respect to the stock market action. Dealing Room: Airs weekdays, 9 am – 9.30 am. The show focuses on the market movement, including large cap, mid cap and small cap stocks, rupee outlook analysis with expert and market talk from a known brokerage house or independent market experts. In Business: Airs weekdays, 9.30 am – 10.30 am. The show focuses on business and market movements related to the business environment of the country and world in general. Market Movers: Airs weekdays, 10.30 am – 11.00 am. The show captures the morning trade actions in stock market with many stocks winging up or down with analysis of stocks news from both fundamental and technical point of view with experts who give the reasons behind the rise or fall along with their opinion. The World of Mid Caps: Airs weekdays, 11.00 am – 11.30 am. The show gives a detailed insight on all the mid-cap and small-cap stocks of the day and an advertising and marketing show. Market Pulse: Airs weekdays, 11.30 am – 12.30 pm, 2 pm – 2.30 pm. The show tracks all the market action as it happens with detailed analysis and opinion. F&O Spotlight: Airs weekdays, 12.30 pm – 1.00 pm. The show analyses the F&O segment in depth with the channel’s research team as well as expert analysis in getting the trends as well as perspective. Lunch Money: Airs weekdays, 1.00 pm – 2.00 pm: The show is a mid-day wrap that highlights the big stories from the markets. The show highlights the stocks to watch for, action taking place in companies, in-depth interviews and stories that affect the economy. Countdown: Airs weekdays, 2.30 pm – 4.00 pm. The show provides a comprehensive view covering the day’s trade and all the action taking place on Dalal Street. Market Rewind: Airs weekdays, 4.30 pm – 5.00 pm. The show encapsulates all the day’s action with market movement, experts take and analysis of the market and things to look out for the day ahead.

Zing launches new shows; dubs Bollywood movies in English

UK’s entertainment and lifestyle channel Zing has launched a slew of new shows as part of its programming line-up. Zing will also be launching a new initiative wherein it will dub popular Bollywood movies like Kai Po Che and Namaste London amongst others in English. These will be aired every Saturday night at 8:30 pm. The first show to launch is titled Spirits of India - The Festivals and will celebrate the distinct flavors of different regions in India. Just as the map of our country is marked with ever changing topography, the various cultures that are born from these changes help decorate the calendar with festivals and celebrations. India perhaps has more festivals than any other part of the world. Moreover, India's vast storehouse of myths gives endless reasons to celebrate. Because in India, there is a festival for everything beautiful in life - lights, colors, music, dancing and sheer spirit. And this is exactly what Zing plans to showcase through the new show Spirit of India - The Festivals. Apart from Spirit of India, Zing will also give a sneak peek into the lives of Bollywood stars and see how they carry themselves off-screen and onscreen with its new show Style Decode every Saturday at 8 pm. additionally, a show titled Harry Met Sally will be aired every Sunday at 8 pm. The show will feature gossips, events, and movie reviews from Bollywood. Zing will also add new content with its cookery shows, Kifayati Kitchen, The Urban Cook, All about Cooking and FilmiRasoi in the daily 6:30 pm slot.

Sports IP’s in India; Who is Racing towards the Ultimate Win

Cricket is no longer the only dominant sport in India as the country with its citizens have opened up to the idea of accepting other sports not only in the form of an interesting career option but also in the form of the content that they would love to watch on television. As a result numerous other intellectual properties apart from the Indian Premier League (IPL) such as India Super League, Super Fight League and Pro Kabbadi League have come up challenging the game of cricket on every sphere be it the entertainment that they offer or in the terms of the flamboyant content. While IPL is a brainchild of BCCI and was launched in 2008 in form of India’s very own T20 cricket tournament, other intellectual properties like The Super Fight League is an India based mixed martial arts promotion formed in 2012 by Sanjay Dutt and Raj Kundra, The Pro Kabaddi League (PKL) is a professional kabaddi league in India managed by Mashal Sports Managing Director Charu Sharma and India Super League is a professional football league in India launched in 2013 with the objective of catering to the avid football lovers in the country. In terms of Participation, The Indian Premier League clearly has the upper hand as the majority of India still celebrates cricket throughout the country. However, the passion and the quality of talent witnessed on the Pro Kabbadi League and India Super League platforms has truly outlined that in the presence of required resources and proper guidance the two sports can also establish themselves in the same fan following league as Cricket. Also the successive editions of these intellectual properties are likely to only add up to the interest of future sportsmen to reflect upon these as a choice for a successful career option ahead. The Super Fight League too, seems to be steadily catching up on the pace and is expected to grow further in the upcoming years. However in terms of affiliation, the monopoly of cricket seems to be coming at an end with most advertisers demarcating their budgets to thrive on the audiences growing interest in other sporting events of the country. Also small and medium scale advertisers who did not had the budget to associate themselves with cricket earlier can now be seen openly promoting the new IP’s as it gives them more branding opportunities in the same investment figures. While India Super League has leading brands like Hero, Maruti Suzuki, Amul and Pepsi co India as its prime sponsors, the Pro Kabbadi League also is managing a lot of advertising revenue from the Future Group and its entities. The Super Fight League has also roped in a sponsor in form PACL India Ltd and is garnering more advertiser attention with every edition. Another important aspect that determines the overall success of a sports intellectual property in India is the revenue being generated from viewership on television. And as far as this aspect is concerned though de-regulation in television has brought a significant amount of exposure to other sports and their properties but the generation of revenue by them in this regard is minimalistic and cricket seems to be the only sports resulting in profits. However industry experts are of the view that the new intellectual properties cannot be expected to take on the popularity of cricket at such an early stage and the generation of television revenue is a milestone they will hopefully achieve in the next few years. So is IPL the clear winner among sports IP’s in India? Well, the situation is more complex than what it looks like. Though currently all the interrelated elements and intricacies of revenue generation root for the continued success of IPL for now but a clear shift in the audience interests from the sport of cricket can be easily witnessed symbolizing the growing success of India Super League, Pro Kabbadi League and Super Fight League as well. With the organizers adding more interesting elements to each new edition making it better from the previous one it is only for time to tell which sports IP in India will register the ultimate win.

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