Week at a glance: New Print Media Ad Policy; Naagin 5 returns; IPL 2020 sponsorship

New Print Media Ad Policy: Why print media is resisting Govt’s strong-arm tactics

On July 23, 2020, the Ministry of Information and Broadcasting (MIB) released a memorandum announcing the Print Media Advertising Policy 2020. The policy pertains to the Bureau of Outreach and Communication (BOC), which is the arbiter for all paid outreach campaigns on any media on behalf of client Ministries/ Departments and organisations of Government of India.

Also read: Week at a glance: TV media planning today; TRAI’s NTO 2.0 directive; Endorsers beware

TV advertising will remain critical for brands; attribution could be the key

After a restricted existence during the 3-4 months of lockdown, India has now entered the unlock mode. While brand activity remained muted during the lockdown period, it is slowly picking up now as market sentiments have improved and looks like we on our road to recovery. Brands are now opening up to spend and the TV spends are slowly climbing as the festive season is starting.

After IPL, VIVO withdraws as sponsor of Bigg Boss and Pro Kabaddi League

Vivo India has decided to walk out of two more major sponsorship deals, according to media reports. Earlier this week, the Chinese owned OEM has backed out as Title sponsor for the 13th edition of the Indian Premier League. Now, reports indicate that it will end its association with major properties, Pro Kabaddi League (PKL) and non-fiction reality show Bigg Boss.

What’s holding back Indian animation and VFX industry?

The animation and VFX sector grew 20 per cent in 2019, as per FICCI-EY M&E Report. Demand for domestic content (broadcast and digital) was high in 2019 and is expected to keep rising over the next few years as platforms focus on customer acquisition.

"We’ve broken the myth that you have to be multi-dimensional to win the game"

In conversation with Adgully, Nachiket Pantvaidya, CEO, ALTBalaji, and Group COO, Balaji Telefilms, takes us through the journey of the OTT platform to become one of the top 5 paid entertainment apps on Google Play.

SAB Group will remain in the core media business as it evolves: Markand Adhikari

SAB TV (which is now part of the Sony Pictures Networks bouquet) recently completed 20 years in the industry, while SAB Group’s popular music channel Mastii has completed 10 years. In an exclusive interview with Adgully, Markand Adhikari, Chairman and Managing Director, SAB Group, takes us through the journey of the group in its 40-year history, the evolving content consumption scenario, impact of COVID-19 on M&E industry and much more.

With ‘Count on Us’, the old blends with the new in Tata Capital’s transformation

After 14 years, Tata Capital has decided to change their tagline – ‘Count on Us’. There are many reasons behind a brand decision to change the tagline to communicate their brand values and promise. To understand the purpose of this new tagline and the objective behind it, Adgully spoke to Abonty Banerjee, Chief Digital & Marketing Officer, Tata Capital.

Advertisers Beware: When comparative advertising can be detrimental to a brand

Advocate Aazmeen Kasad analyses the aspect of ‘Comparative Advertising’ as part of a series of articles on ‘Misleading Advertising’.

Pitch perfect – how to write the compelling brief that journalists can’t ignore

A great and interesting pitch will always excite a journalist to look at the story and take it forward; but a pitch that is not focussed and without a great idea will never see the light of day. We all know writing a pitch note is an art and one has to meticulously craft and rewrite it several times before arriving at that killer strategy or peg that will compel the journalist to convert it into a story.

Abhishek Gupta on giving marketing the vernacular edge across geographies

In conversation with Adgully, Abhishek Gupta, CMO, Edelweiss Tokio Life Insurance, speaks at length about the marketing strategy in times of crisis, the growing importance of insurance, Sonu Sood as a brand fit and much more.

Netflix is now available in Hindi, woos India's heartland

Netflix, the world’s leading streaming entertainment service, today launched its user interface in Hindi. This enables Netflix members who prefer Hindi to easily discover, access and enjoy their favourite Indian and international films and series. The complete Netflix experience in Hindi, from sign up to search rows, collections and payment, is available across all devices on mobile, TV and web.

Review – ‘Avrodh: The Siege Within’ narrates a captivating story

The story of the Uri surgical strike carried out by Indian soldiers in 2016 has already been showcased in Vicky Kaushal-starrer ‘Uri: The Surgical Strike’, which was a huge Bollywood hit and whipped up considerable patriotic fervour. Therefore, there are no surprises in the story of ‘Avrodh’.

In India, we have almost a monopoly of one music company: Abhigyan Jha

Veteran director and serial entrepreneur Abhigyan Jha and Mrinal Jha’s ‘The Socho Project’, India’s first-ever musical web series seeks to shed light on the challenges faced by music artistes at the hands of the established music labels today. In conversation with Adgully, Mrinal and Abhigyan Jha talk about their inspiration for this first-ever musical web series and the difficulties that budding artists face in the industry.

Before you personalise, localise: Sandeep Bhanote, Radius8

‘Use Hyperlocal Digital Experiences to Drive New Commerce’ was the subject of the session presented by Sandeep Bhanote, Co-Founder and CEO, Radius8, on July 3. This was organised as part of a Masterclass series, called ‘Retail: Day 1’, organised by FCB India and Networkbay.

Consumer Purchase Incentivised: Marketing beyond usual activities

Incentives are not new to the business of sales or marketing, however over the years the way we use incentives to create a better, holistic customer experience has evolved. From a consumer perspective, incentives escalate the perceived worth of a purchase. From a commercial or business perception, incentives help brands create goodwill, writes Sunil Nayak, CEO, Reliance Jewels.

Are you still wondering #KahanGayiCadbury?

For over 70 years now, ‘Cadbury’ has defined the real taste of chocolate for Indians. But what happens when, in a wildly unexpected step, Cadbury decides to drop its most iconic asset from much-loved brands like Cadbury Dairy Milk, Cadbury Dairy Milk Silk and Cadbury Gems. This became the talk of the town and the world wondered - #KahanGayiCadbury? (Where did Cadbury go?)

Colors back with Season 5 of Naagin from Aug 9; ropes in DaburAmla Hair Oil

Colors is all set to air the fifth season of its highly popular fantasy fiction franchise, ‘Naagin’. Presented by Dabur Amla Hair Oil, ‘Naagin 5’ will premiere on Sunday, August 9, 2020 and will air every Saturday and Sunday at 8:00 pm. The new season of the show will feature the popular cast, including Hina Khan, Dheeraj Dhoopar, and Mohit Malhotra in the leading roles.

Webinar: How PR can help brands beyond the metros?

The Pandemic has really shaken up and disrupted the business for the past few months. Sales from the metros have not picked up and it will take some time for brands to revive as there is a lull in purchases currently. However, rural markets and small towns seem to be showing signs of growth. Some brands are aggressively focussing in Tier 2 and Tier 3 markets, especially those in the FMCG and consumer durables categories, to stimulate demand and revive the economy.

Of dishwashers & gender equality – Did the Voltas Beko ad deserve the flak?

Voltas Beko recently rolled out a new digital film for their new dishwasher product. Conceptualised by Wunderman Thompson and titled ‘Word of Moms’, the film depicts a group of ‘moms’ on a video call speaking about the chore of washing dishes. That’s when one suggests Voltas Beko’s new dishwasher product to ease the burden.

BYJU’S acquires coding platform WhiteHatJr; gets push for US expansion

Ed-tech company BYJU’S has acquired Mumbai based ed-tech start-up and coding platform with a revenue run rate of $150 million, WhiteHat Jr. With coding fast emerging as a key skill for the future, this integration will help BYJU’S further expand its offerings in India. This acquisition will also accelerate BYJU’S US expansion plans. This partnership is timely with the Government of India pushing skills such as coding from early classes with the New Education Policy (NEP) 2020.

Scarecrow M&C Saatchi Appoints Vijay Assudani as Creative Director

In a move to strengthen its creative team, Scarecrow M&C Saatchi recently appointed Vijay Assudani as Creative Director. 

A+E Networks | TV18 appoints Karishma Dhawan as Revenue Head

Karishma Dhawan will be taking over as the Revenue Head at A+E Networks | TV18 and will be in charge of the network’s factual entertainment cluster. She will be reporting to AvinashKaul, Managing Director A+E Networks | TV18 and CEO-Broadcast for Network18.

MediaMonks India Hires Creative Lead

MediaMonks, the content practice of S4Capital plc (SFOR.L), has hired Karan Amin as Creative Director, India.  Operating from MediaMonks’ Delhi office, Karan’s role will be critical in guiding and transitioning brands’ digital journey.

Madan Mohapatra moves on from Future Group

Madan Mohapatra, Head – Customer Strategy and Business Head, Future Media India has quit Future Group. He served the company for 13 years. According to media reports, Mohapatra intends to begin his independent entrepreneurial journey.