Week at a glance: Net neutrality; Iconic TV characters; Muthoot’s Blue Soch

Net neutrality in India gets Govt go-ahead; experts welcome end of monopoly
In a move that will prevent Internet service providers, social media companies and mobile operators from creating monopoly on the Internet, the Government on July 11, 2018 gave its approval to Net Neutrality in India. This will ensure that no Internet giant can manipulate to get preferential access for its content. Service providers have been debarred from blocking access to content, thus making access to the Internet unrestricted and without any discrimination. However, some critical services such as telemedicine/ remote surgery and autonomous cars have been kept out of the purview of Net Neutrality. 

The symbiotic relationship between iconic characters and TV shows
Shows on Hindi GECs abound with iconic characters who become the main attraction point and bring in the audience stickiness factor. Adgully takes a look at what goes into the creation of such iconic characters, the writer's contribution and the impact on the show in case such a character is killed off or the actor playing the role leaves the show. 

Muthoot Pappachan allocates Rs 50 cr for Blue Soch; eyes emerging youth TG
The Muthoot Pappachan Group, often referred to as the Blue Muthoot by its customers, recently launched its new campaign – #KahaaniBlueSochki – with its new brand ambassador Vidya Balan. Conceptualised by L&K Saatchi and Saatchi, the campaign comprises two films for MSME Loans – ‘Puncture Shop’ and ‘Chai Shop’, and two films for Gold Loans – ‘Mother-Son’ and ‘Tailor’. In conversation with Adgully, Sanjeev Shukla, Chief Marketing Officer, Muthoot Pappachan Group, speaks at length about the strategy behind Blue Soch, growth plans, company vision & goals and much more. 

Uday Sodhi, Paritosh Srivastava decode SonyLIV’s sports campaign strategy
Sony might have lost the bid for broadcast rights for the Indian Premier League, but it is making up for that loss with an aggressive marketing and campaign strategy for its sports properties. The Network had rolled out an extensive campaign for the FIFA World Cup 2018, which is reaching its final stage this week. After thrilling football fans, Sony is now all geared to engage cricket fans with India’s tour of England and Ireland. 

Kotak Bank pushes for financial inclusion with 811’s ‘India Invited’ campaign
Launched in India around four months after the demonetisation drive, Kotak Mahindra Bank’s 811 mobile app offers a wide range of services from online banking to shopping, travel bookings and mobile recharge. In a bid to further fortify 811 mobile app’s proposition, Kotak Mahindra Bank has rolled out its latest campaign – called #IndiaInvited, featuring Bollywood actor Ranveer Singh. 

Shemaroo Entertainment beefs up its desi connect with brand refresh
For Shemaroo Entertainment, a simple logo change exercise that began 10 months ago eventually morphed into a full-blown brand refresh. The 55-year-old company has come a long way since inception, when it began life as a video library started by Pudichand Maru. Half a century later, under the care of his successors, Maru’s legacy has become India’s largest owner, aggregator and distributor of film entertainment content. 

ZEE5 goes bold with Sunny Leone’s story; to up Originals to 90+ by March 2019
Growing its bouquet of original shows, ZEE5, the OTT platform from the Zee Group, is all set to launch its latest web-series – ‘Karenjit Kaur – The untold story of Sunny Leone’. The series premieres on July 16, 2018 and will be available in Bengali, Tamil, Telugu and Marathi languages. The series comes on the back of acclaimed web-series such as Naseeruddin Shah-starrer ‘Zero Kms’ and popular ones such as ‘The Story’, ‘Life Sahi Hai 2’ and ‘Babbar ka Tabbar’. 

Sam Balsara to be inducted into IAA Hall of Fame at Leadership Awards
The India Chapter of the International Advertising Association (IAA) will induct advertising doyen Sam Balsara into its Hall of Fame at the sixth edition of the IAA Leadership Awards on July 27, 2018. In its sixth year now, the others inducted into the IAA Hall of Fame are Pradeep Guha, Ramesh Narayan, I Venkat, Bharat Patel and Srinivasan Swamy. 

The W Suite | Megha Tata urges women leaders to ask for what they deserve
AdGully’s ‘The W-Suite’ series features interactions with influential women leaders in India. As Chief Operating Officer of BTVI, Megha Tata has overall strategic and operational responsibility for the entire portfolio of the company’s offerings. She has over 28 years of experience and brings expertise in management of television networks operations in the Media & Entertainment industry. Tata aims to continuously deliver accurate information to the viewers and maintain strong relationship with the stakeholders. 

Ad land’s Young Guns: Vinesh Nandikol, FCB Ulka
Vinesh Nandikol started his career in advertising while he was still a college student, joining McCann Erickson as an intern, before becoming a client service executive. He started his career with Creativeland Asia in 2010. In June 2011, he joined DDB Mudra as Account Executive. He moved on to Whyness Worldwide in 2014, where he had a dual role of servicing and planning, but chose to focus extensively on planning. Four years later in 2018, he joined FCB Ulka in his current position as Senior Brand Planning Manager - Digital. 

Omnicom fortifies data-driven marketing offering with launch of Omni
Omnicom Group, Inc has rolled out Omni, its people-based precision marketing and insights platform, designed to identify and define personalised consumer experiences at scale across creative, media, CRM as well as other Omnicom practice areas. 

Urban Ladder turns 6; unleashes social media initiatives to ring in celebrations
Founded in 2012 in Bangalore, Urban Ladder has grown as an omnichannel furniture and decor retailer. The company, which is all geared for its 6th anniversary, has unleashed a social media campaign wherein it is seeking its customers’ suggestions on how to ring in its birthday celebrations. With over 61.5k followers and an invested following, Instagram is a major mode of engagement for Urban Ladder to talk to existing and potential customers. On the eve of their 6th birthday, Urban Ladder is asking their customers to help them plan their birthday party via Instagram polls – right from the choice of cake to what the company’s founders should do before cutting the cake, and so on. 

BARC Wk 27: Zee TV gains in viewership; Sony Pal, Colors neck and neck
BARC ratings for Week 27 (June 30-July 6) [HSM (U+R): NCCS All : 2+ Individuals] saw Zee TV gaining in terms of gross viewership. Meanwhile, Sony Pal gained grounds and was back at No. 3, however, a mere 320 points separate Sony Pal from the channel at No. 4 – Colors.