04 February 2023 16:53

MediAvataar's News Desk

MediAvataar's News Desk

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Patrika launched its 4th edition from South from Coimbatore, on 15th July 2015. Patrika is known as a newspaper that took Hindi journalism to south.

Patrika entered south with its Bangalore editions on 26th Jan 1996, targeting the affluent Marwari Business man and Hindi Diaspora.

Patrika launched its Chennai edition in 1st Feb 2004, and has been strongly established. And in 1st April 2006 Patrika launched its Hubli editions.

Today Hindi is a popular third language in south, more & more youth are adopting it. Not only does the use of Hindi increase the comfort in Indian Administrative Services helping them serve nation, it is also being considered trendy. Bollywood songs are heartily accepted and played. Which is a good indicator of the adoption of Hindi

Coimbatore edition shall be covering Salem, Erode, Tiruppur, Madurai, Nagaaoil, Tiranelvei, Trichi etc

Coimbatore is also known as the Manchester of South India, as it is home to large number of textile industries. It is in proximity to the "Knitwear Capital" of India, Tirupur.

It is also is known for educational institutions and is also known as Educational Hub of Tamil Nadu.

It is the fastest emerging IT hub in Tamil Nadu. Coimbatore is the second largest hub in India for Cognizant Technology Solutions as it employs more than 10,000 people.

“Patrika extended its footprint in south with the view of creating a bridge and crossing the language barrier,

We are not only consolidating our national presence further. It is a strategic move tapping on the markets that most have missed. The reach to the right people is key not quantum, as our readers are certainly the most premium business class there and we create opinions amongst the decision makers.

Also as observed by many the increasing use of Hindi in south is very promising as opposed to the common perception.

As a newspaper we consider it part of our larger responsibility to work towards national integration and create platforms where one can be hear and responded to.” Said Mr. B. R. Singh, VP & National Head Circulation, Patrika group

As we know technology has become a catalyst for change. We connect differently, we share more freely, our eyes are open to the world in a way they never could be before and 1.8 billion millennials are collectively defining their future, our future, across culture all over the world. Today people have the power to be activists, entrepreneurs, editors’, creators, collaborators and contributors. The simple idea of a classic consumer has been left behind revealing a rich complex world.

As we know technology has become a catalyst for change. We connect differently, we share more freely, our eyes are open to the world in a way they never could be before and 1.8 billion millennials are collectively defining their future, our future, across culture all over the world. Today people have the power to be activists, entrepreneurs, editors’, creators, collaborators and contributors. The simple idea of a classic consumer has been left behind revealing a rich complex world.

As a rule more and more people don’t care about brands, so the challenge is to make your brand an authentic champion of something they do care about.

Creating a cultural vibrancy is an essential element to drive meaningful brand growth. We’re seeing a shift from passive to active, from consistency to disruption, from a linear model of marketing to one that needs to work across multiple platforms. Most importantly, we’ve seen a move from a world of consumer brands as superficial markers of status, to a world where creating a meaningful experience and contributing to culture have become the key to survival and growth. To cut through in an increasingly cluttered landscape requires brands to contribute to culture – and even to create culture – in a way that is meaningful beyond their category. This means that you and your business need to connect with culture as a core part of your marketing day job. The first step is to open your eyes to the changing landscape around you. Our work in partnership with the world’s largest producer of alcoholic spirits, Diageo, proves the value of this mentality.

Diageo have big ambitions to make their brands cultural icons that transcend their categories. And, for them, understanding the shifting culture of socialising has been essential. Nowadays, when people socialise they are looking for experiences that make their lives feel richer, that broaden their horizons and Diageo have had to expand their thinking to understand how their brands can still play a part here. Next, once you know what your cultural understanding is, you need to turn it into strategy by developing a brand purpose that is driven by your brand’s cultural mission. It’s not about jumping on the back of a cultural movement but taking part in one, or even better, starting one. Sport for England is picking up where Dove left off to encourage women back into sport without being worried about the way they look. The #thisgirlcan campaign has re-written the rules by really understanding and boldly expressing women and exercise. Fearlessly showing that sweat, curves and determination – regardless of race, age or size – courageously encourages women to leave self-consciousness behind and give it a go. And other brand examples Uber and AirBNB have drastically changed how the transport and accommodation industries work on a global level. These are not niche challenger brands; they have in a short space of time become global cultural icons. These brands are united by one thing – they have all looked outside their category at the wider world to understand the contribution they should be making to people’s lives.

To move from identifying a cultural mission to really contributing to culture and changing the world in a tangible way, you need to activate your brand’s cultural strategy. Diageo did just this by identifying cultural spaces they could play in with Smirnoff ’s cultural mission, to move people to be more ‘Open’. This is based on the insight that the brand’s biggest purchasing power lies with millennials, the most networked generation for whom inclusivity is a way of life.

So how do Diageo seek to make the world more inclusive through vodka? By taking inspiration from the music category and the most inclusive genre that anyone can create in their bedroom, Electronic Dance Music. They set up ‘Sound Collective’ which not only showcases music, but brings people closer to artists, contributing to a cultural space that is fundamentally linked to openness. Meanwhile Guinness has always had a reputation as an epic advertiser, but Diageo now see the opportunity to look at how the brand’s purpose of inspiring people to make bold choices plays out in culture. Enter Guinness Black Africa pioneering in young African culture.

The final step is to prove it; by turning culture into significant data. Doing this will allow you to see the brand world differently, and at a deeper level. Brand presence, health and equity studies are useful for brand owners, but these will only tell you how well brands are delivering in the now and won’t always tell you how well a brand is set up for growth. We’ve identified a forward looking metric – by adding culture as a third dimension – which can measure a brand’s resonance in culture, regardless of its size and stature in the market place. A brands cultural connection can act as a leading indicator of growth, allowing you to see what lies ahead for your brand. We’ve seen that over the last 5 years, the automotive sector have been taking lessons from the tech sector and have climbed ahead of the leader board. Jaguar for example has climbed 11%, building on its beautiful design with its #goodtobebad campaign which broke the rules and gave the brand a delicious dark side vs. the technologically slick. They went on to see their US sales rise by 20%. Businesses would be wise to think about culture first and their brands second. This means creating a culture of culture within your organisation, identifying a cultural mission that will allow your brand to make a meaningful contribution to the world and then activating it, all while treating culture as data.

See the world differently; deeply connect your business to what is happening today. Create growth by consciously driving what will happen tomorrow.

 

Written by Izzy Pugh, Director and Head of Cultural Insight Added Value

Source: Added Value

We are in the middle of a global brand marketing crisis

The global/local tug of war is one of the most common we come across. The decision whether the marketing strategy and budget should sit centrally with the global teams or independently with the local teams is a tough call to make. It has the potential to create enormous conflict, can cause sudden changes of direction and significant inefficiency, slowing down decision making. It is a problem that is relevant across every category and every market. And few brands have managed to crack it.

The not so perfect storm

The new marketing landscape is one of fragmentation, with more and more channels, devices and platforms through which to reach our audience, the touchpoints available to us as brand builders and marketeers are proliferating. We’ve stopped delivering just mass broadcast communications, instead focusing on developing content, and lots of it, which we push out through all these different touchpoints. It’s reported 82% of consumers feel more positive about a company after reading customised content. As the amount of content and channels increase, our brand worlds which surround them are multiplying in size and complexity all the time. Managing this effectively is getting harder and harder.

Meanwhile, the consumer landscape is one of increasing transparency and control. Today people have more visibility across the world, across channels and across platforms than ever before. Just as people’s expectations of receiving an excellent brand experience has also hit an all-time high. Any poor quality or unsatisfactory brand experience is likely to be announced through the world of social media– written in seconds, viral in minutes, but damaging for far longer. Last year US apparel brand Hawke & Co’s sarcastic comments to a customer complaint on Twitter went viral, and while the brand claimed the attention was good regardless of the negativity, customers felt differently. If ever there was a time for effective brand management across touchpoints and across the world it has to be now.

But what does effective brand management in today’s world look like?

Consistency has been a key word in effective marketing guidebooks for at least the last decade. Consistency has featured in the successful building of many global brands including Coca-Cola, McDonalds and Apple, all of whom have committed fully to delivering the same brand experience the world over.

Yet consistency has also been at the heart of some spectacular failures. Google and Amazon have all been trounced by local competition in China in the last five years. Similarly, car brands Renault, Ford and Fiat are all struggling to make a connection with Indian consumers.

But sadly there’s many more companies to choose from – both Revlon and Garnier pulled out of China having not tapped into Chinese consumer preferences. All of these examples share a lack of cultural understanding, in-market distinctiveness and true relevance when it comes to either their product or communications.

In a world where consumers are demanding more from brands, it increasingly feels that consistent brand management is a thing of the past.

Instead cohesive brand management is the future.

Rather than us all wrestling with the choice of either global (i.e. consistent) or local (i.e. flexible) brand management, cohesive brand management is about finding a way to do both.

Brand cohesion – the best of both worlds

At its simplest, cohesive brands are those which have a clear and single-minded thread running consistently through what they do. Yet at the same time, they flex how they do things to suit the local environment, to connect more effectively with the world around them and emphasise their cultural relevance.

To be clear, this flex does not mean every market does their own thing. It means every market sits within a group or cluster of markets where consumers’ attitudes and behaviours have common themes – common enough to be grouped together. By creating clusters a business can define four or five different ways the brand can flex across the world, rather than hundreds… or worse still, none!

HSBC successfully harnessed global/local cohesion by putting it at the core of their proposition – the world’s local bank. With a consistent physical experience all over the world and communications to promote the value of understanding cultural and consumer differences, strategically placing much of this communication in travel hubs – 50 airports across 28 countries – diversity is at the heart of what they do internally and externally. While Bupa has a strong global proposition of ‘helping you find healthy’ that they cohesively deliver to both consumers and businesses with the support of different sponsorship and activation channels.

What are the key steps to take to building a cohesive brand?

At the simplest level it is defining 3 key factors:

1. Define what cannot flex – your must-have’s and nonnegotiables across the world.

2. Define how your markets cluster – the localities that share common cultural relevance, attitudes and behaviours.

3. Define the parameters within which each cluster can play – what can flex and how it can flex.

Simple perhaps. But the reality is that for these three things to happen effectively the business needs to have an aligned leadership team, a set of decision makers armed with the right insight and influence and, perhaps the hardest part of all, a wider organisation that can see and believe the greater benefit of working together. This is the heart of the challenge. Effective global brand management isn’t really just about managing the brand at all; it’s about managing the people behind the brand. Building a cohesive brand is about collaboration, co-creation and teamwork just as much, if not more than it is about cultural insight, parameters and guidelines.

What’s certainly clear is that brand consistency alone no longer cuts it in today’s hectic brand world. Instead our greatest brand building currency in the future will be cohesion.

 

Written by Nina Rahmatallah

Source:Added Value

India’s preferred destination for premium English content, Star India’s English General Entertainment Channels will present the world’s biggest and most celebrated television awards night- the 67th Primetime Emmy® Award to Indian audiences on the 21st September 2015.

Touted as the Oscars of the small screen, this glamorous gala will be simulcast LIVE on Star World, Star World HD, Star World Premiere HD and FX, and the primetime telecast on Star World, Star World HD and FX. The Network has a staggering 98 nominations across categories for this year’s Emmys® proving once again that Star is the home to the most popular as well as critically acclaimed shows!

The network aired more than 50 shows and 28 of those are vying for the trophy within all major contested categories this year. American Horror Story has bagged 19 nominations – coming second in line for most nominations in any category. Following closely are Mad Men with 11 and Downton Abbey with 8 nominations. Other notable nominations include Emmys® darling Modern Family and Louie with 6 nods each, while Homeland and The Simpsons received 5 nominations each.

One of the top awards - Outstanding Drama series – witnesses the return of British period drama series, Downton Abbey, the stylish drama - Mad Men and the political thriller Homeland. Another sought after category - Outstanding Comedy series - sees the much loved Modern Family and satire-comedy Louie vying for top honors.

Girl-power runs high at the Emmys® this year with strong independent television characters portrayed by Claire Danes (Homeland), Viola Davis (How To Get Away With Murder), Taraji P. Henson (Empire) and Elisabeth Moss (Mad Men) nominated in the Outstanding Lead Actress in a Drama Series category. Not far behind, the distinguished gentlemen have blown away viewers with their funny performances, with Anthony Anderson (Black-ish), Matt LeBlanc (Episodes), Louis CK (Louie) and Will Forte (The Last Man on Earth) nominated in the Outstanding Lead Actor in a Comedy Series category. Star World’s soon-to-premiere Jimmy Kimmel Live has garnered a nomination for the Outstanding Variety Talk Series category as well.

"Like every year, our shows find themselves as top contenders of the Emmys® which only reflects the quality and excellence of the content we curate on our channels. It gives us great pride to become broadcasting partners with the Primetime Emmy® Awards once again!” - Star India Official Spokesperson.

Established as the highest recognition of excellence on television, the Primetime Emmy® Awards honor the best primetime television. It is a symbol of peer recognition from more than 18,500 voting members of the Television Academy. This year’s much-awaited Primetime Emmy® Awards are all set to be hosted by renowned Emmy® award-winning writer, actor and comedian Andy Samberg.

Don’t miss the live simulcast of the greatest night of television – the 67th Annual Primetime Emmy® Awards – only on Star World, Star World HD, Star World Premiere HD and FX on 21st September.

Friday, 17 July 2015 00:00

Opera Mediaworks unveils Opera House

A global creative studio for brands and agencies

Mobile marketers combine technology and art to create breakthrough mobile advertising experiences

Opera Mediaworks, the first mobile ad platform built for brands, today announced the launch of its global creative studio, Opera House. With more than 60 well-known creative innovators and mobile marketing masterminds spread across the globe, Opera House arms brands and agency leaders with solutions and services to fulfill and test their mobile storytelling goals in a brand-safe and premium environment.

Opera House is comprised of professionals spanning the world’s top markets across North America, Northern and Southern Europe, Africa, Latin America and Asia. Notable customer participants in the studio include brands such as Carl’s Jr., Adidas, Lenovo, Walt Disney Studios and award-winning creative agencies 72andSunny and TBWA\Chiat\Day.

Global mobile ad spend will reach $100 billion in 2016 and will account for more than half of all digital ad expenditure for the first time, according to eMarketer. As the market hits these milestones, advertisers are challenged with how to deliver compelling mobile-first creative with strong stories that can capture a consumer’s attention in a matter of seconds. Mobile advertising technology has finally reached the point where it can power creative executions and experiences that deliver the results that premium brands are seeking.

“Opera Mediaworks is committed to helping brands maximize their creative impact — combining the best of art and technology,” says Will Kassoy, CMO, Opera Mediaworks. “Opera House serves as the perfect conduit to combine highly interactive videos and rich-media ad products in the ecosystem, intertwined with precise data-driven audience targeting and the power of storytelling to deliver breakthrough marketing at scale.”

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