25 September 2023 17:28

MediAvataar's News Desk

MediAvataar's News Desk

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IPL playoffs in 2023 delivered 44% higher* ratings than last year and surpassed the previous highest recorded during IPL 2020

- Gujarat Titans v Mumbai Indians (Qualifier 2) registers Peak TV

- Concurrency of 6.1 Crore** and is also the highest-rated Playoffs match ever.

- Total TV viewership for the live broadcast of IPL 2023 until the Finals stands at 49.6** Crore –the highest ever for any IPL so far.

- Total consumption for live broadcast until the Finals stands at 40902 crore** (40.9 billion) minutes

Disney Star, the official TV broadcaster of Tata IPL, proudly announces a ground-breaking achievement as it delivers the grandest playoffs in the history of the Tata IPL, accompanied by unprecedented viewership and ratings. The IPL 2023 playoffs have shattered all records, achieving an astounding 44%* increase in ratings compared to the previous year, surpassing the previous highest-rated playoffs recorded in IPL 2020. This extraordinary accomplishment demonstrates the unwavering support and enthusiasm of cricket fans nationwide, cementing the broadcaster’s position as the premier sports broadcaster in India.

Among the thrilling encounters that unfolded during the playoffs, the match between the Gujarat Titans and the Mumbai Indians (Qualifier 2) left an indelible mark on the cricketing landscape. This clash witnessed an unprecedented Peak TV Concurrency of 6.1 Crore**, captivating fans across the nation. Not only did this match command immense attention, but it also soared to new heights, becoming the highest-rated playoffs match ever. The intense battle on the field and the players' stellar performances kept viewers on the edge of their seats throughout the match.

The unparalleled success of the IPL 2023 playoffs is further accentuated by the colossal TV viewership numbers. The live broadcast of the IPL 2023 amassed a staggering 49.6** Crore viewers and 40902 crore minutes** of consumption until the finals, reaching unprecedented heights and setting a record for any IPL season.

“The unparalleled viewing experience on Star Sports combined with the phenomenal quality of Cricket played during IPL 2023 has delivered unprecedented viewership on TV. The broadcast of TATA IPL 2023 was built on three strategic pillars - 'Big,' 'Community,' and 'TV Redefined,' driven by our overarching purpose of serving fans. ‘Big’ involved elevating the scale of the event in terms of its competition, teams, rivalries & heroes; ‘Community’ was about targeting key audience cohorts and driving the habit of community viewing through the #BetterTogether campaign; ‘TV Redefined’ meant offering fans a richer, more immersive, and customized viewing experience. We are overjoyed that friends, families & communities have come together to enjoy IPL on Disney Star and want to thank all fans for their overwhelming support. We would also like to express gratitude towards players, teams & the BCCI for putting up such a riveting spectacle” - Sanjog Gupta, Head of Sports, Disney Star said

Disney Star’s resounding success in delivering the biggest playoffs in IPL history and achieving record-breaking ratings reaffirms its commitment to providing sports enthusiasts with an unparalleled viewing experience. Through cutting-edge technology, comprehensive coverage, and insightful commentary, the broadcaster has redefined the way India experiences cricket on TV.

Source: BARC

*Figures are for M15+ including OOH

** Figures are for 2+ U+R including OOH


Wins included six gold trophies, including wins for Dove, Skinny, and British Heart Foundation. 

PHD has won 12 awards at the Festival of Media Global Awards, including six golds, two silvers, and four bronze trophies. The agency won for brands and clients including Dove, Skinny, HSBC, British Heart Foundation, BRP, and Oatly.

Demonstrating the strength of PHD’s network, wins came from offices all around the world, including Canada, Germany, New Zealand, Spain, and the UK.

PHD’s top winners included ‘Keep the Grey’ for Dove in Canada, a campaign which encouraged women to celebrate their grey hair. It scooped gold awards for Best for Best Local Execution of a Global Brand, and the Brand Bravery Award.

‘Skinny – Phone it in’, a campaign from New Zealand for Skinny mobile, also won two gold awards – one for Best Integrated Campaign’, and another for ‘Best Use of Audio’. This low-budget campaign let Kiwis record Skinny radio ads on their mobile phone, for free.

PHD’s performance maintains its ongoing awards successes. At the 2022 Festival of Media Global Awards, PHD won 20 awards, including the Campaign of the Year, and scored similar successes at the M&M Global Awards and Cannes Lions. PHD is currently the second-most awarded agency network in the world, per the WARC Media 100 rankings. 

PHD’s winning campaigns:


Best Use of Audio – ‘Skinny: Phone It In’ (Spark NZ), PHD New Zealand 
Best Integrated Campaign – ‘Skinny: Phone It In’ (Spark NZ), PHD Zealand
Best Local Execution of a Global Brand – ‘Dove – Keep the Grey’ (Unilever), PHD Canada
Brand Bravery Award – ‘Dove – Keep the Grey’ (Unilever), PHD Canada 
Collaboration Award – ‘Stopping the UK’s Biggest Heart’ (British Heart Foundation), PHD UK & Global 
Best Campaign Led by Cause – ‘Dove – Toxic Influence’ (Unilever), PHD Canada


Best Use of Social Media – ‘Uncharted Playgrounds’ (BRP), Touché! Canada 
Best Use of Audio – ‘Stopping the UK’s Biggest Heart’ (British Heart Foundation), PHD UK & Global 


Best Use of Sport  – ‘Babelsberg: Yes Ve Gan!’ (Oatly), PHD Germany 
Best Campaign for a Celebration, Observance or Awareness Day – ‘Rural Pride’ (J&B, Diageo), PHD Spain  
Best Use of Data Award – ‘Punch Above the Weight’ (HSBC), Touché! Canada 
Best Use of Real-Time Marketing – ‘Punch Above the Weight’ (HSBC), Touché! Canada 

Publicis Worldwide India (PWW), part of Publicis Groupe India has appointed Sumant Bhattacharya as its Executive Vice President, Strategy.

With a remarkable track record spanning over two decades in the ad and marketing industry, Bhattacharya brings a wealth of experience and expertise in developing end-to-end communications strategies that seamlessly blend data-driven insights and creative storytelling. He has worked with leading Indian and global brands, establishing himself as an expert in the field.

In his new role at Publicis Worldwide, Bhattacharya will be responsible for developing brand solutions, backed by cutting-edge creativity and strategic insights across all touchpoints. Recognising the significance of comprehensively understanding the consumer journey, he aims to provide effective solutions through an integrated approach. Reporting directly to Snehasis Bose, Chief Strategy Officer at Publicis Worldwide India, L&K Saatchi & Saatchi, and Saatchi & Saatchi Propagate, Bhattacharya will play a pivotal role in driving the agency's strategic planning functions.

Furthermore, in addition to his responsibilities at Publicis Worldwide India, Bhattacharya will also oversee the planning for Propagate businesses.

Prior to joining Publicis Worldwide India, Bhattacharya served as the National Head for Communications Planning at Motivator, a GroupM agency where he made invaluable contributions to devising solutions that seamlessly integrated brand strategy, consumer culture, market prioritisation, content and activation, social media, and influencer strategies. Bhattacharya has also held positions at agencies such as Lowe Lintas, Grey, JWT, Leo Burnett, and Mudra, among others.

Throughout his career, Bhattacharya has led success stories for numerous brands across various sectors. His strategic acumen has benefited brands including Google, Nestle, Dabur, Maruti, Himalaya Wellness, Kalyan Jewelers, Absolut, Jameson, World Gold Council, and Sun Pharma, among others.

Snehasis Bose, Chief Strategy Officer at Publicis Worldwide India, L&K Saatchi & Saatchi, and Saatchi & Saatchi Propagate said, "Sumant’s diverse experience across the spectrum of communications makes him a unique professional to work with. Looking at the intersection of culture, technology, sales, marketing, and media, his lens and therefore solutions are new and fresh. I am looking forward to partnering with him in offering our clients outstanding business growth solutions and delivering on Publicis Worldwide’s mission of ‘Creativity To Drive Brand Value.”

Sumant Bhattacharya said, "In today’s business landscape, brands must leverage all available means to amplify their voice. Publicis Worldwide's philosophy of strategic creative ideas, backed by data and technology resonated with me the most. The agency's leadership and the entire team embody this philosophy energetically and passionately. I am eager to contribute to the creation of brand-out, demand-generating strategies combined with conversion-oriented, demand-harvesting approaches. In short, I am committed to delivering work that upholds strategic rigour and delivers exceptional results."

Bhattacharya’s remarkable work has earned recognition at prestigious awards such as Effies (India and APAC). He has also contributed his insights and expertise to industry publications including WPP BrandZ India, WARC, and GroupM-MMA. Furthermore, Bhattacharya has shared his knowledge by teaching modules at esteemed institutions such as MDI, MICA, and IIMC.


20th Century Studios for “Avatar: The Way of Water” campaign created by Disney takes home the Gold and Platinum OBIE Awards

The Out of Home Advertising Association of America (OAAA) announced the 81st Annual OBIE Award winners. For the past eight decades, the prestigious OBIE Awards have been synonymous with creative excellence: spotlighting award-worthy campaigns, showcasing innovative technology, and signaling the future for the out of home (OOH) industry. This evening, OAAA presented 29 awards during a live ceremony held at the 2023 OAAA/Geopath OOH Media Conference in Nashville, TN. Winners in the Bronze, Silver, Gold, and Platinum tiers were revealed, along with recipients of the Craft and Hall of Fame awards.

“The OBIE Awards, also known as the advertising industry’s oldest and most prestigious honors for creative excellence in out of home advertising design, is a special time to acknowledge the most innovative and impactful campaigns we experienced in the last year,” said Anna Bager, President and CEO, OAAA. “We are proud to support and celebrate all of the talented individuals who continue to reimagine public spaces as open canvases that celebrate art and humanity.”

This year’s top honor, the Platinum OBIE Award, went to 20th Century Studios for “Avatar: The Way of Water” for its exceptional work in their larger-than-life fantasy adventure ubiquitous across multiple venues and experiences. After a 13-year wait, “Avatar: The Way of Water” made OOH their storyboard and transported audiences back to Pandora, a creative concept deserving of an epic OOH campaign.

Avatar Day, a global trailer release, was highlighted by a Times Square takeover of 40+ screens featuring creatures flowing around the bowtie. The dazzling light show included a spectacular Niagara Falls takeover using holographic projection, custom lighting, and a 600-drone aerial show. The effort was part of the largest-ever anamorphic 3D campaign extending across 13 iconic locations worldwide. The campaign also included OOH media throughout NY, LA, and SF, in-mall media, and digital bulletins in over 20 markets. Raking in close to $900 million in just the first 10 days, “Avatar: The Way of Water” became the highest-grossing movie in 2022.

Gold OBIE Awards were also presented to:

Algorand Times Square Takeover
Category – Buzzworthy
Brand – Algorand
Agency – Invisible North
RODCO Steel Distributors
Category – Custom Installation
Brand – RODCO Steel Distributors
Agency – Lamar Advertising
Find that Thing
Category – Interactive (Online Integration)
Brand – Google
Agency – MFG and Overall Murals
FirstBank – Less Intimidating Bankers
Category – Consumer Goods & Services
Brand – FirstBank
Agency – TDA_Boulder
Betty White Tribute OOH
Category – Public Service & Nonprofits
Agency – Extra Credit Projects
Category – Combined Multi-OOH Formats
Brand – Netflix

Silver OBIE Awards were presented to:

Sixt Airport Installation
Category – Contextual
Brand – Sixt USA
Agency – 19:13 GmbH
Don’t Arch
Category – Contextual
Brand – Wendy’s
Agency – Saatchi & Saatchi X
“You’ve Arrived” Mobile Pop-Up
Category – Experiential (Physical Presence)
Brand – M.M. LaFleur
MilkPEP Supports Female Marathoners
Category – Integrated Multi-Media
Brand – MilkPEP
Agency – GALE and Talon – Grand Visual
Pizza Pie Charts
Category – International
Brand – Pizza Pizza
Agency – Zulu Alpha Kilo
Sixt Airport Installation
Category – Automotive
Brand – Sixt USA
Agency – 19:13 GmbH
Sextro Vodka
Category –Food & Beverage
Brand – Sextro Vodka
Agency – BooneOakley
Signature Stripe
Category – Retail
Brand – Paul Smith
Agency – Overall Murals
Breakthrough Artist
Category – Billboards
Brand – Amazon Music
Agency – Overall Murals and Jelly London
“Butt No” to Fight Cigarette Litter in Philadelphia
Category – Street Furniture
Brand – Pennsylvania Department of Community and Economic Development
Agency – Red House Communications
Category – Transit
Brand – Netflix
“Avatar The Way of Water”
Category – Combined Multi-OOH Formats
Brand – 20th Century Studios

Bronze OBIE Awards were presented to:

The World’s First Billboard in Aurebesh
Category – Buzzworthy
Brand – LG x Lucasfilm
Agency – HS Ad
“Ozark” – Snell Farm
Category – Experiential (Physical Presence)
Brand – Netflix
Seven Feathers Consecutive Boards
Category – Entertainment, Live Events, & Gaming
Brand – Seven Feathers Casino Resort
Agency – Anvil Northwest
adidas x Gucci
Category – Fashion & Luxury Goods
Brand – adidas x Gucci
Columbia Warmth Melts Icy NYC Windows
Category – Fashion & Luxury Goods
Brand – Columbia Sportswear
Agency – Universal McCann and Lightbox
Childhood Domestic Violence: Change the Ending
Category – Public Service & Nonprofits
Brand – Childhood Domestic Violence
RODCO Steel Distributors
Category – Billboards
Brand – RODCO Steel Distributors
Agency – Lamar Advertising
Sextro Vodka
Category – Billboards
Brand – Sextro Vodka
Agency – BooneOakley
Craft OBIE Awards were presented to:

Patron – El Alto
Category – Digital Design
Brand – Patron
Breakthrough Artist
Category – Illustration
Brand – Amazon Music
Agency – Overall Murals and Jelly London

The OBIE Hall of Fame went to Netflix for their consistently exceptional creative work and continued investment in OOH over the years.

OBIE Award winners were chosen by a distinguished panel of jurors, led by FCB New York Co-Chief Creative Officer Gabriel Schmitt.

The jury included:

Logan Allanson, Global Executive Creative Director, VMLY&R Commerce
Madonna Badger, Founder and Chief Creative Officer, The Badger Agency
Marc Fenty, Senior Vice President, Director of OOH, Horizon
David Marsey, Senior Vice President, Media and Commerce, Allstate
Melody Roberts, Founder and Chief Creative Officer, Out of Home Creative
Grace Teng, Partner and Chief Media Officer, Zambezi

“It was a blast to help judge and now celebrate the creativity and innovation of the best out of home work in the industry,” said Jury Chair Gabriel Schmitt. “Hopefully, this body of work sets the tone of what the category can do.”





Produced by Siddharth Kumar Tewary’s Swastik Productions, ‘Shiv Shakti’ will premiere on 19th of June, and will air every Monday to Friday at 8 PM only on COLORS 

India is a land of rich mythology woven into its cultural fabric. The ancient stories passed down through generations serve as timeless guides for life's journey. Depicting the most powerful love saga that transcends all emotions, COLORS’ new magnum opus ‘Shiv Shakti – Tap Tyag Tandav’ revolves around two of the revered deities – Shiv and Shakti. It portrays their journey of duty, sacrifice, and separation that leads to tap, tyag, and tandav. Having curated a show in the mythological genre on an extravagant canvas earlier, COLORS and King of Mythology Siddharth Kumar Tewary have teamed up yet again for a visually stunning saga. Starring Ram Yashvardhan and Subha Rajput in the roles of Shiv and Shakti respectively, the upcoming show captures the journey of two divine entities, who share an inseparable bond spanning across eras.

Enriched with the finest VFX and soulful music, ‘Shiv Shakti – Tap Tyag Tandav’ created and produced by Siddharth Kumar Tewary’s Swastik Productions, premieres on the 19th of June and will air every Monday to Friday at 8 PM only on COLORS.

Talking about the show, Shital Iyer, COLORS, Viacom18, says, “The mythology genre has invariably garnered tremendous popularity and has laid the foundation for television’s realm. Over the years, we have witnessed how this genre has been a constant favourite among viewers across all demographics. Shows rooted in mythology foster a sense of cohesive viewing experience, and we are thrilled to bring back this genre on COLORS, presenting our rendition of the universe's first love story - Shiv Shakti. Partnering with Siddharth Kumar Tewary yet again is wonderful as we reinforce our imaginative forces together to give the audience a magnum opus. With the introduction of this show to our diverse content slate, we aim to fortify our weekday primetime and we are confident that it will make a significant impact in the 8:00 pm slot.”

'Shiv Shakti’ encapsulates the intense journey of Lord Shiva and Goddess Shakti’s love, duty and sacrifice. Their efforts and celebration of transforming one another is an inspiration to every love story in the world. While Shiv signifies the natural state of consciousness, Shakti marks the birth of nature. He is the destroyer, and she is the nurturer. These two supreme energies complete each other. For the first time, Shiv Shakti’s love story will be narrated from their point of view in the upcoming saga.

Founder and Chief Creative Siddharth Kumar Tewary, Swastik Productions says, “I have always believed that our mythology is an integral part of the history, legacy, and culture of our country. Swastik Productions is proud to have remodelled the mythology genre on television with shows that have enthralled viewers over the years. With the love of the audience, we now offer Shiv Shakti – Tap Tyag Tandav, that portrays the true meaning of duty in love. Through this show, we are transporting viewers to a divine, mystical, and fantastical world of two of our biggest Gods & Goddess. With its pure story, raw emotions, original music, and impressive visuals, we aim to provide viewers an unforgettable experience. We are thrilled to be collaborating with COLORS and combining our creative prowess to embark on a magnificent journey of Shiv Shakti."

Celebrated set designer Omung Kumar B. has created five ethereal-looking sets (Kailash, Forest, Indra Lok, Asur Lok & Daksh Darbar) that enliven the divine realm of the show and reflect its grandeur. With numerous magnificent aspects woven into its design, the sets showcase a never-before-seen opulence on television.

‘Shiv Shakti – Tap Tyag Tandav’ will premiere on the 19th of June and air every Monday to Friday at 8PM only on COLORS.

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