30 November 2020 19:06

MediAvataar's News Desk

MediAvataar's News Desk

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A 5-part digital drama series featuring Sania Mirza, to address the challenges of Tuberculosis and COVID-19

Ace Tennis Player Sania Mirza to support MTV Nishedh Alone Together as a cause ambassador

Sania will play herself in this series marking her foray on the web

After witnessing the ground-breaking performance of Phase 1 of the MTV Nishedh campaign that reached over 10 Mn + people across India, Viacom18 and MTV Staying Alive Foundation, supported by an educational grant from Johnson & Johnson Services, Inc., are all set to bring back a digital-only miniseries MTV Nishedh Alone Together.
The outbreak of the COVID-19 pandemic has caused new challenges for those suffering from Tuberculosis (TB) across India. Not only may TB patients and survivors face unique vulnerabilities to severe COVID-19 infection as a result of their respiratory challenges, but the pandemic has made it more challenging for them to access both medical care and social support.

To combat this, MTV Nishedh Alone Together will focus on raising awareness about TB in India among young people - who represent just under 40% of all new TB cases - while stressing the importance of seeking proper diagnosis and care, especially amidst the COVID-19 pandemic. The 5-episode mini-series will stream on YouTube, Instagram and Facebook handles of MTV India and MTV Nishedh, starting every Friday, from 27th November 2020 onwards.

A digital only spin-off of MTV Nishedh, which premiered in January this year, MTV Nishedh Alone Together will see renowned sports person Sania Mirza champion this important social cause and make her digital debut on the mini-series.

The tennis star will be seen playing herself on the show, talking about the challenges faced by people during the pandemic, including those who have TB. Sania joins the cast with returning actors, including Priya Chauhan, Syed Raza Ahmed, Himika Bose and Akshay Nalawade, who will also be seen in pivotal roles in the series.

Speaking about the campaign, Viacom18 Spokesperson said: “We believe that meaningful content, when delivered in an entertaining format to mass audiences, can go a long way in driving instrumental impact. Amidst the COVID-19 pandemic, health and wellbeing has taken forefront in our lives; however, we still choose to shy away from conversing about TB - the world’s leading infectious killer. A global modelling study has suggested that, with every month of the lockdown, TB is expected to claim an additional ~70,000 deaths in India during 2020-2025. Thus, the timing couldn’t be more appropriate to engage our audience through entertainment on social media to create awareness of TB in the times of COVID.”

The MTV Nishedh campaign started in 2019 as a holistic 360-degree mass-media led intervention focussed towards increasing awareness on taboo topics facing young people in India, including TB, with support from Johnson & Johnson Services Inc., as well as other issues like sexual and reproductive health, adolescent malnutrition, women’s empowerment and consent. The campaign included MTV Nishedh, a 13-part fiction TV series on MTV; a radio drama on Red FM; and a sustained social media outreach to encourage conversations around these taboos.

Georgia Arnold, Executive Director of the MTV Staying Alive Foundation stated, “MTV Nishedh saw positive results in sparking conversations around taboo topics including tuberculosis and the stigma around it. Through MTV Nishedh Alone Together, the aim is to continue this conversation and more importantly help those who may be suffering from symptoms of TB to ensure that they know where to go to get tested, and to continue accessing their meds during the pandemic. We want people to know that there is always help available for them and they should never give up on themselves, no matter how dark the times may seem.”

“COVID-19 has caused significant disruptions in care for patients with tuberculosis (TB) and drug-resistant tuberculosis (DR-TB) in India and around the world. We urgently need to step up our collective efforts to raise awareness about the disease and help ensure those impacted receive the care and social support they need during these challenging times," said Sarthak Ranade, Managing Director, Janssen India, Johnson & Johnson Private Limited. "Johnson & Johnson has long been a committed partner in India’s fight against TB -- and now is no different. Building on our work over the years with the Government of India, NGOs and other partners, we are proud to collaborate with the MTV Staying Alive Foundation on this important campaign, which we hope will help encourage and empower young people to advocate for a TB-free India."

Supporting MTV Nishedh Alone Together as a Cause Ambassador, Sania Mirza said, “In India, one person dies of TB, almost every minute. This alarming figure strongly reflects the negligence around the disease and was reason enough for me to associate with MTV Nishedh Alone Together. The current COVID-19 pandemic has seriously disrupted TB diagnosis and treatment services in India. Just under 40% of diagnosed TB cases occur in people under the age of 30, which means this disease impacts a significant chunk of India’s young population. As an action-oriented generation, it is thus imperative for them to take charge of smashing stereotypes and normalise conversations around TB in India. The show is a perfect platform to echo this and I hope my participation helps in influencing perceptions in these trying times.”

A completely shot-at home series, MTV Nishedh Alone Together captures the journey of a young couple, Vicky and Megha, based in Mumbai, who brave it through the professional challenges amidst the imposed lockdown, coupled with the concerns around Vicky’s TB treatment continuation in the COVID-19 scenario. Faced with this adversity, will Megha and Vicky be able to stick together? Will Vicky receive the care and social support he needs during COVID-19? MTV Nishedh Alone Together has the answers to these questions and much more.

With over 2.7 million cases annually, India is home to the highest number of TB (Tuberculosis) patients in the world, out of which at least half a million cases go undiagnosed. The purpose of this initiative is to help raise awareness about the disease and reduce the stigma that is too often associated with it. Viacom18 as a network identifies itself as a ‘Network with a Humane Purpose’ and with MTV Nishedh as a holistic campaign has been able to prove the undaunting soft power of the entertainment industry.

Ab Koi Nishedh Nahi, it’s time to #KhulKeBol on TB and more. So, stay tuned to the YouTube, Facebook and Instagram handles of MTV India and the YouTube channel of MTV Staying Alive Foundation, every Thursday starting 27th November and be a part of this change. 

Johnnie Walker, from the house of Diageo, has partnered with Taproot Dentsu, the creative agency from dentsu international, to launch the #WalkInWithJohnnie campaign. The campaign aims to support bar continuity and help inspire consumers to responsibly return to their favourite bars.

Conceptualised and executed by Taproot Dentsu, the agency that was mandated with the brand’s ‘Welcome Back to the Bars’ campaign in September this year, the #WalkInWithJohnnie campaign is initiated through a digital film and will be further amplified via an on-trade activity. In line with the brand’s ethos of ‘Keep Walking’, the film showcases people walking into their favourite bars with empty glass bottles, leaving behind the memories of the months gone by and stride towards renewed and newer experiences.

This campaign comes into play with Diageo’s existing responsible commitment of ‘Raising the Bar’. Diageo has already established its support to the F&B industry in India with safety and hygiene equipment with an aim to build consumer confidence and stand in solidarity with the country’s bars and pubs.

The second leg of the campaign will showcase glass installations, created using empty glass bottles deposited by the consumers at these bars. Recognised glass artists such as Tyrell Valladares, Romicon Revola, Reshmi Dey and others, will mold these empty bottles into beautiful art installations across select bars, designed to inspire all and forge them ahead during tough times and leave behind their mark in history. The consumers will also receive a striding man memento for contributing their empty bottle towards the installation.

Commenting on the campaign, Pallavi Chakravarti, ECD, Taproot Dentsu said, “There are many things that came to a grating halt this year. Among them was the ability to connect with friends and like-minded individuals over a drink at one’s favourite bar. With things gradually opening again, Johnnie Walker wanted to play its part in bringing bar culture back to life, responsibly. The launch of #WalkInWithJohnnie is a call to action that is completely in step with the philosophy of the brand. No pause is permanent, no interruption is final. There are new memories to be made, new experiences to be enjoyed and a new tomorrow to be explored. The digital campaign culminates in an on-ground activation that we hope will resonate with people and make each patron’s return to their favourite bar an unforgettable one.”

“Johnnie Walker has been at the heart of bar culture in India and we wanted to play a role in helping bring the vibrancy back to this channel as it opened up post the pandemic. We acknowledge the effort being put in to making our beloved bars safe for consumers to get back to. Through this initiative, we aim to inspire consumers and make their experience at their favourite bars memorable. The campaign is off to a great start and we look forward to more and more participation in the coming weeks,” added Abhishek Shahabadi, VP and Portfolio Head, Premium & Luxury Brands, Diageo India.

For the record, the digital film is currently running on Johnnie Walker India’s Instagram & Facebook channels.

Campaign Credits:

Agency: Taproot Dentsu, Mumbai

Co-founder, Taproot Dentsu and Creative Chairman India, dentsu: Agnello Dias

Head of Creative: Pallavi Chakravarti

Head of Planning and Strategy: Shashank Lanjekar

Creative Team: Anant Rajan

Account Management: Ambalika Sen & Aarya Sha

Director – Misha Ghose

Production House – Chalk&Cheese Films

Producer: Zico Maitra

Cricket Ireland has today announced ITW Consulting Pvt Ltd, a Global consulting and management agency with expertise in international cricket rights and sports media, as Ground Rights Holder for international home matches until 2022.

The agreement covers five home series that are expected to be played from 2021 to 2022, and will see ITW responsible for negotiating sponsor deals covering in-ground signage, 3D mats and boundary ropes. Brands will be able to leverage the exposure created through the global broadcast of men’s internationals, with an estimated reach in the hundreds of millions of viewers.

In July 2020, ITW was announced as the new Ireland Men’s shirt sponsorship rights holder and Official Sponsorship Consultancy Partner, and have previously held the ground rights in Ireland in 2018 for the men’s Test match against Pakistan and the T20I series against India.

Bhairav Shanth, Co-founder, ITW Consulting Pvt. Ltd., said:

“ITW has been at the forefront of a lot of opportunities in cricket and this is one of our most exciting because we believe in the potential that the sport has globally. It is rich with possibilities not just in the major cricket playing countries but beyond them too. We are delighted with Cricket Ireland’s paradigm-shifting progress both on and off the field and their well thought out vision for the future is something we are thrilled to be a part of. Through this association, we are committed to enabling Cricket Ireland realize that vision and grow further as a brand.”

Dennis Cousins, Commercial Director for Cricket Ireland, said:

“It is a demonstration of confidence in the strength and growth of Irish cricket to see this deal agreed during what is still an uncertain time for live sport around the world. Bhairav and the team at ITW have proven to be engaged and supportive partners, helping to drive commercial activity that is necessary to see Cricket Ireland and the sport in general to move forward through these difficult times.”

“Saying that, the strength and attractiveness of Irish cricket shouldn’t be under-estimated – approximately 429 million viewers tuned in to watch our men’s home internationals in 2019 alone, and with World Cup runners-up New Zealand and South Africa amongst sides visiting our shores in the next two years, this is an exciting time for cricket in Ireland.”

“We look forward to working closely with ITW over this time and seeing some high-level international cricket return to Ireland in coming seasons.”

A series of Fridays celebrating the fun-side of business and people

The Ad Club Bangalore is putting together a series of Fun Programmes to engage with the Advertising, Media and Marketing Fraternity this festive season.

The 3 week-long series starts on Dec 4th and will be held on Friday evenings through December. It will feature events like Open Mic Comedy, a fun quiz, Singing with a Twist and many other fun activities that make it mandatory for the participant to leave their home-office for a while and just let their hair down.

The BB Utsav is presented in partnership with Facebook and is open to all from the media, marketing and advertising community as long as they are members of The Ad Club Bangalore. The Club had recently announced that membership benefits for all who enrolled from June 2020 will be valid for a 2 year a period through June 2022.

Speaking on the BB Utsav, Laeeq Ali, President of The Ad Club Bangalore and Co-Founder - Origami Creative shared "We want to celebrate Big Bang differently this year. Considering the overall pandemic situation as well as the stress which the industry is going through, we have decided to call off the regular Big Bang Awards and the whole focus starting with Big Bang Utsav will be to celebrate as well as elevate the people. While the Big Bang Utsav is purely focused on fun and building the camaraderie within the advertising, media and marketing fraternity at large, we also plan to roll out a series of upskilling initiatives which will help the fraternity starting early next year."

Kishankumar Shyamalan - Head of the Big Bang Utsav 2020 and Chief Growth Officer - Wavemaker said "It is a very stressed environment out there currently and we wanted this program to come like a breath of fresh air. We have a series of programs spread over 3 weeks which will not just be fun, but also a refreshing break. I urge the entire advertising, media and marketing community to come, encourage your team members to join us and make this event a very memorable one."

Tuesday, 24 November 2020 00:00

TV9 Network forays into Bengal

To launch TV9 Bangla in the crucial state

TV9 Network, India’s largest television news network by reach, has embarked on a massive expansion plan for both its linear television as well as digital news businesses. The expansion plan will kick off with the launch of TV9 Bangla, a 24X7 news channel in the dynamic Bengal news market early next year.

Before the launch of TV9 Bangla, the network will unveil its digital offering, tv9bangla.com in December. As West Bengal prepares to go to the hustings, the grand entry of TV9 Bangla digital and TV platforms will be a game-changer for the robust Bangla news market.

Commenting on the Network’s foray into West Bengal, Barun Das, CEO, TV9 Network, said: “Gopal Krishna Gokhale had famously said ‘What Bengal thinks today, India thinks tomorrow’. But nearly a century later it would seem like that statement applies more to Bengal’s past than the present. An intellectually progressive state and exporter of the best talent to India and the world, we believe the state and its people still retain the wisdom and wares to make that its future as well. Bengalis are the typical Argumentative Indian, they want to keep her ear to the ground and hence are naturally drawn to news.

“More importantly, Bengalis are proud of their language and largely consume news in their language. The discerning Bengali viewer will always have room for a neutral perspective and a balanced opinion. That’s the place in the Bengali heart and mind that TV9 Bangla aspires to occupy. We are here to strike the right balance with neutrality and a fair perspective forming the core of our operations. Our unbiased coverage and world class presentation will give teeth to the Fourth Estate in West Bengal.”

On the timing of the launch, Das said: “The state is already into election mode. Indirect canvassing has already started and the heat is building up. Given Bengal’s propensity for free flow of information, news viewership is bound to peak. We believe this is a perfect opportunity for TV9 Bangla to establish its credentials and win the maximum share of viewership and voice.”

The network has onboarded veteran journalist Anjan Bandyopadhyay as the editor of TV9 Bangla news channel. A gold medallist from Calcutta University, Bandyopadhyay has 32 years of experience and has worked with almost all major media houses, including ABP, Zee, ETV and Sky Bangla. He was the editor of Zee 24 Ghanta and his last assignment was with ABP as its Editor-Digital.

Hiring for both the platforms is in full swing. Amritanshu Bhattacharya has also joined as the Editor, TV9 Bengali Digital and will also serve as Managing Editor, Output, for the television channel. Bhattacharya comes with a rich experience of more than 25 years across print, audio visual and digital media, having worked with Jugantar, Aajkaal, ETV and Zee Media Corp. His last assignment was as an Associate Editor and Head of Digital of Zee 24 Ghanta.

With the launch of TV9 Bangla, TV9 Network looks to further reinforce its regional dominance and consolidate its position as the No. 1 news network in the country.

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