04 February 2023 17:24

MediAvataar's News Desk

MediAvataar's News Desk

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MY FM felicitated 65 high-flyers from the corporate world at ‘The Achievers Awards - Singapore 2022’ which was held recently at the Grand Copthorne Waterfront.

The awards are an initiative to recognize and honour the most promising visionaries, innovators, and entrepreneurs across sectors. This is the 2nd edition of these international awards RJ Vaishnavi hosted the event, adding glamour to the event was Sai Tamhankar, who also felicitated the awardees.

Rahul Namjoshi, CEO, MY FM adds “At MY FM, we have always strived to create new benchmark for the category. The 1st edition last year was the 1st ever international award done by any private radio player in India. The 2nd edition of these awards this year in Singapore is yet another milestone, very proud of the team to lead the category with an example”


The high decibel marketing campaign engaged viewers with innovative character-centric AR filters on Instagram and Facebook, thematic media interviews in the bylanes of Dharavi and a Twitter banter which saw participation from multiple brands 

MX Player has already reached 1 in every 3 digitally active people in India - with a cumulative reach of 200Mn across Youtube, Facebook, Digital Impact and DOOH 

Onboards Infinix Mobile, Multani Pachmeena, KEI Wires & Cables, Finolex Pipes and Nirma Advance Detergent as Sponsors

India’s entertainment Super App, MX Player has been enthralling viewers with a dynamic array of storylines across formats, genres, and languages. Amping up its robust library of original series, MX Player is now enticing viewers with its recent launch of the high octane crime thriller ‘Dharavi Bank’. Ranking number 4 in the most anticipated list of shows before launch, this MX Original Series has now garnered a massive 9.3 rating on IMDb. Dharavi Bank is the newest entrant in this coveted category of much loved shows which have a 9+ rating.

Bringing alive the unending stretch of narrow dirty lanes, open sewers and cramped huts of Dharavi in an intense chase, the show narrates the story of a cop trying to topple over a powerful gangster, who is the de facto government in Mumbai. Highlighting how far one can do for one’s family and duty towards the nation, Dharavi Bank is a complex story that goes beyond just bringing down a crime empire.

Pulling out all stops on the launch of Dharavi Bank is a highly engaging and innovative marketing and communication plan that is sure to draw equal attention from brands as well as viewers. A high-decibel 5-week campaign, it has left no stone unturned in reaching out to the viewers to establish Dharavi Bank as the biggest blockbuster. In a span of less than 10 days, the platform has already reached 1 in every 3 digitally active people in India - with a cumulative reach of ~200Mn across Youtube, Facebook, Digital impact and DOOH.

Furthermore, you can also pick the character you want to personify as the brand has made two innovative augmented reality filters on Instagram and Facebook based on the protagonists - Thalaivan and JCP Jayant Gavaskar. Embracing the tough cop look or Thalaivan’s distinctive white beard and long hair, these filters saw massive engagement over the weekend. There was also a fun brand banter on Twitter which saw brands like CoinDCX, BookMyShow, IMDb, Too Yumm!, Lenskart, Tata Play Binge and Moj engage with MX Player’s Tweet - Bank on us to keep your secrets safe and your cash safer. #DharaviBank

To bring alive the congested bylanes that capture the essence of Dharavi with the leads of the series, a Dharavi Trail was organised on launch day with thematic media interviews by leading news channels with Suniel Shetty and Vivek Anand Oberoi revisiting the areas that they shot in as they thanked the local residents for their support during the shoot. From promotions on digital and social media to in-app promotions, Dharavi Bank was promoted extensively including a massive reach on Digital Out of Home (DOOH). The marketing plan also included ATL promotions across impact sites in the cities of Mumbai, Delhi, and Gurugram and the series was promoted across MX Live to drive maximum engagement as well.

On the launch of this web series - Nikhil Gandhi, Group COO, MX Media, said, “Dharavi Bank is one of our most anticipated flagship properties and going by the response to the trailer, it's going to break many records. MX Player enjoys massive reach & the show is going to be available in India and across the globe to entertain our 300mn+ active users. We have been the platform of choice for Suniel Shetty’s OTT debut. Anna, along with Vivek Anand Oberoi headlining the show set against the backdrop of Dharavi is never seen before. Our advertiser response has also been overwhelming & we believe the show is going to have a lasting impact on all our stakeholders.”

Dharavi Bank features Suniel Shetty making his digital debut as the ruthless and unattainable Thalaivan who is hunted by tough cop JCP Jayant Gavaskar portrayed by Vivek Anand Oberoi.

Co-Powered by Infinix Mobile, Special Partners - Multani Pachmeena and KEI Wires & Cables, and with Associate Sponsors - Finolex Pipes and Nirma Advance Detergent, Dharavi Bank is produced by Zee Studios and directed by Samit Kakkad.

The series also features a stellar cast comprising of Sonali Kulkarni, Luke Kenny, Freddy Daruwala, Shanthi Priya, Santosh Juvekar, Nagesh Bhosle, Siddharth Menon, Hitesh Bhojraj, Samikssha Batnagar, Rohit Pathak, Jaywant Wadkar, Chinmay Mandlekar, Bhavvana Rao, Shruti Srivastava, Sandhya Shetty, Pavitra Sarkar and Vamsi Krishna in key roles.

Chief Business Officer and Strategic Advisor, Manoj Jagyasi, Executive Editor & Senior Anchor Mimansa Malik felicitate Chief Minister Bhupesh Baghel along with Senior Editor Syed Umar

In continuation to its special initiative that recognizes and encourages individuals who are making extraordinary contribution towards the Vision of New India, Bharat24 organized Chhattisgarh Shikhar Samman in Raipur to felicitate such extraordinary individuals from the state.

Dr. Jagdeesh Chandra, CEO & Editor-in-Chief, Bharat24, believes “States make the Nation” and Shikhar Samman continues to recognize extraordinary individuals from various walks of life from various states for their exemplary work.

Hon’ble Chief Minister Shri Bhupesh Baghel was the Chief Guest at the event and honoured the winners from different sectors for their exemplary work with the coveted trophy of Shikhar Samman. In a one-on-one interaction with Executive Editor and Sr Anchor Mimansa Malik, Chief Minister talked about current challenges and the work he is doing towards the holistic development of the state.

The event was hosted by top leadership of Bharat24 including Chief Business Officer and Strategic Advisor to the Board, Mr Manoj Jagyasi, Senior Editor, Syed Umar, Executive Editor and Anchor Mimansa Malik, Senior Anchor Shikha Thakur and Chhattisgarh Editor, Devesh Tiwari.

The event was also attended by the former Chief Minister of Chhattisgarh, Dr Raman Singh, Padmashri Recipients including Folk Singer and Actor Anuj Sharma, Kabir Singer Bharti Bandhu, Anup Ranjan Pandey of Bastar Band, Business Luminaries and elite members of society. The platform put the spotlight on individuals and their contributions but also curated multiple knowledge sessions featuring star panelists deliberate on key issues that have direct impact on the people of the state.

Sex-positive content creator Leeza Mangaldas and beauty editor Vasudha Rai talked about self-love, sex and a lot more at Sahitya AajTak 2022 in a session titled The Rituals of Self-Love.

Author and beauty influencer Vasudha Rai and India’s leading sex-positive content creator Leeza Mangaldas spoke at length about self-love, sex and their respective books, Ritual and The Sex Book, at Sahitya AajTak 2022. In a session titled ‘The Rituals of Self Love’ moderated by Chaiti Narula, Leeza addressed a question about why women do not communicate about pleasure with their partners and said how women are sl**-shamed if they talk about sex.

“It is one of the big reasons that I do the work that I do. Women should be able to assert their preferences. The reality is, unfortunately, many women are not given any information about their own bodies or pleasure,” Leeza Mangaldas, who has over 8 lakh followers on Instagram, said at the event.

“I wish women could easily communicate. But it is important that we recognize that these roles have been scripted such that the woman who communicates is a sl**, is easy. A woman who is sexually confident is judged. It feels dangerous for women to be sexually assertive. That’s a problem and the whole system needs an overhaul,” she said.

“The system needs a reboot on the types of expectations attached to how a gender should behave when it comes to sex. It is also not actually favourable for men in terms of the labels attached. A man who doesn’t want sex is a ‘loser’, a man who wants sex is a 'creep'. On the other hand, a woman who wants sex is called a 'sl**' or 'easy'. Otherwise, if you reject advances, you are called a 'b***h' or 'prude'. There are labels attached to both being sexually assertive or not wanting sex. Why are we attaching these labels? We should be able to navigate our sexualities without any sense of external pressure of judgment,” she said.

During the session, Leeza Mangaldas also talked about the importance of sex education.

“There is a misconception that many people have that if you provide young people with information about sex, they are all going to go rush out and have sex. But in fact, research indicates that young people who have access to sex education are more likely to delay having sex and less likely to take risks with their own or another person’s health. It, really, is in our best interest whether we are parents, educators or young people living with our parents, whatever we can do to initiate these conversations at home or school. It really is so much in keeping with progress and well-being and a more gender-equal society and healthy society,” she said.

Leeza also added that watching free, mainstream and large-studio-produced porn as the first visual reference point for sex can be very confusing for young people, as it is violent and misogynistic.

As for Vasudha Rai, whose book Ritual has launched recently, she also talked about sexual well-being. She added that massages are a great ritual when it comes to sexual well-being. “Massage is definitely one of them. You can give a massage to your partner. You can always indulge in the ubtans, she added.

She added that massages, in fact, are a beautiful act of self-love.

“Massage is very important. It is one of the many rituals (cited in her book). The thing is that massage takes time and motivation. And massage, especially, comes from a place of self-love. That’s why people don’t have time for a massage. But once you get used to it, it is about forming a habit. Which is why Ritual comes in,” Vasudha Rai said.

Vasudha Rai is a beauty editor, author, columnist and podcaster. Her debut book titled, Glow: Indian Foods, Recipes and Rituals for Beauty, Inside and Out, was released in 2018. Leeza Mangaldas is a sex educator who aims to normalise conversations around sexuality, sexual health and gender.

As a National Hindi News Channel, Bharat24, has garnered keen attention from advertisers and media agencies even before its launch. The channel scaled an impressive feat of signing over 50 Brands within just 50 days of its launch for their respective campaigns.

Now, Bharat24 has partnered with renowned and trusted analgesic pain relief ointment, Tiger Balm to launch an innovative campaign. “Works where it hurts” has been core of Tiger Balm and likewise for Bharat24 “Jahan Tak Bharat, Wahan Tak Bharat24” has been its focus. Taking this ahead, Bharat24 is working towards appointment of a dedicated correspondent in every constituency of India and boasts of more than 4000 on-ground reporters.

The channel has exclusively produced a special content feature creating effective synergy between core values of both brands – “Tiger Balm – Dard Jahan, Asar Wahan”. The vignette features actors in the roles of a Bharat24 Reporter and a Cameraman who discusses the demanding professional life of journalists. The video promotes the key brand promise of Tiger Balm - the proven pain relief brand that’s trusted in over 100 countries.

Mr Manoj Jagyasi, CBO & Strategic Advisor to board, Bharat24, said: “We adopted an aggressive revenue strategy since our launch. It is imperative for a new brand like us to look beyond the traditional TV advertising and offer a wide range of customized media solutions to deliver on the brand campaigns of our clients. I am delighted that Tiger Balm trusted us with creating something innovative for them. We will continue to innovate to offer customized content solutions that meet the needs to our advertisers”.

Mr Faisal Naseem of Span Communications said: “News channels play a pivotal role in media planning and channels like Bharat 24, even though a new entrant, believes in credible and unbiased news coverage. Bharat24 has immense potential and the dynamic energy to create greater awareness for our client like Tiger Balm. It will also help garner good reach with FCT and innovations. Indeed, we are most happy to associate with them.”

Mr Puneet Motiani, Partner, Gardenia Cosmotrade LLP (the exclusive distributors for Tiger Balm in India) says, “Tiger Balm, a brand tried, tested, and trusted by generations of Indians is deeply rooted in our culture. We are happy to partner with a new evolving channel like Bharat24 for this campaign.”


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