17 September 2019 18:48

MediAvataar's News Desk

MediAvataar's News Desk

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Adding to its already rich creative spirit of Reno Series, OPPO India today announced leading Bollywood actor Ranbir Kapoor as the “Brand Icon” for its Reno series. OPPO India also roped in Katrina Kaif and Badshah as the ‘Brand Friends’ for its creatively designed Reno series.

With these talented powerhouses on board, OPPO seeks to touch hearts of their millennial and Gen Z consumers in India. The association aims to reinforce OPPO’s consistent efforts in not only bringing meaningful innovation but also taking the right marketing initiatives that will help them in further strengthening their bond with the consumers.

Ranbir Kapoor, Katrina Kaif, and Badshah will serve as the catalyst of the OPPO Reno series in the Indian market. With OPPO’s omni-channel marketing strategy, the integrated campaign is already live across TV and digital platforms like Facebook, Twitter and YouTube.

Speaking on the association, Mr. Sumit Walia, VP, Product and Marketing, OPPO India said, “At OPPO, we have always aspired to bring distinctive and innovative offerings for our customers. With the Reno series, we have taken our innovations a notch above with a brand-new product concept, design philosophy, and a communication model which is tailor-made for youthful consumers. We are extremely happy to associate with such talented actors, who perfectly portray a blend of talent, class and popularity that compliments with OPPO’s legacy and brand ethos. Just like OPPO, these celebrities too have pushed their creative realms to delight and surprise their audience. As we pave the future growth strategy of OPPO in India, we are confident that this association will further help us strengthen the positioning of the Reno series in the Indian smartphone market.”

Revered for his remarkable performance, Bollywood actor Ranbir Kapoor said, “I am excited to be the Brand Icon for OPPO’s creative Reno series. I have a philosophy of partnering with brands that I believe in and OPPO’s youthful approach resonates with qualities that are meaningful to me. OPPO inspires the power of creativity through their smartphones, encouraging users to think outside the box – a trait that is the very soul of my craft and helps me evolve and grow as an actor.”

Speaking on the association with OPPO, Bollywood actor Katrina Kaif said,” I am extremely pleased to be associated with OPPO for their exciting Reno series. OPPO is a brand that strikes a chord with the youth of the country for the cutting-edge smartphones. Their products are unique & creative, which is exactly what today’s generation looks for and stands true for me as well. Just how OPPO has been pushing boundaries in bringing the latest technology is something that I relate to- I too look for roles and opportunities that enables me to surprise and delight my audience. I believe in associating with brands with whom I share the same synergy. A brand that resonates my style, has unique traits and stands out amongst others.”

Sharing the excitement for his association with OPPO India, popular Music Producer and Performing Artist, Badshah said, “Being an artist, I understand the importance of continuously creating and innovating to keep up with the evolving trends and my partnership with OPPO is a testament to this. OPPO’s quest for uniqueness and spirit of exploration is something that I find truly commendable and believe in.”

The refreshed channel identity infuses ‘Happy in Life’ in its narrative, dons a whole new look & feel with the introduction of originals, new shows and movie premieres

Romedy Now unveiled its first original The Love Laugh Live Show and plans to launch 2 new shows a quarter 

Romedy Now, India’s No.1 English Entertainment channel has unveiled a refreshed brand identity with the introduction of originals, new shows and movie premieres. The channel unveiled its refreshed identity with its first original show The Love Laugh Live Show.

The refreshed Romedy Now infuses ‘Happy in Life’ quotient, while retaining the channel’s core premise of Love. Laugh. Live that will continue to guide the essence of the brand. With the added 'happiness quotient' and engaging storytelling, interweaved with a whole new look & feel across originals, new shows and movie premieres, the brand persona of Romedy Now broadens the emotional spectrum, from being happy in love to being happy in life. Bringing excitement and liveliness on screen, Romedy Now adds bright red and blue to its overall colour pallet and introduces a touch of asymmetry in the logo with the tilted ‘E’ that represents a ‘wink’. The new packaging reflects happiness, vibrancy, fun and quirkiness that is symbolic of the channel’s refreshed identity.

Talking about the brand's new identity, Vivek Srivastava, President - Strategy and Business Head - English Entertainment Cluster said, “Romedy Now in its new avatar resets the dial with re-energized content to offer viewers an unparalleled and complete English Entertainment viewing experience. Our foray into original content is a testament of our commitment to offer an engaging, real and distinctively entertaining array of content to complement the viewer’s evolving consumption patterns. The Love Laugh Live Show marks our debut in originals and will explore various categories across travel, food, beauty & lifestyle, bringing 2 exciting shows a quarter to the viewers. I’m confident that with the refreshed identity, Romedy Now will continue to be the loved brand by our viewers.’’

 The refreshed avatar of Romedy Now strengthens the brand promise – Love. Laugh. Live with marquee shows and films. Featuring exclusively on Romedy Now are award-winning shows like 30 Rock, Parks & Recreation and Wahlburgers and ‘The Ellen DeGeneres Show’, which will make a comeback with its latest season. 

Complemented by the foray into original programming, this repertoire is designed to appeal to a wider range of audiences while making the viewing experience richer and more immersive. The first original on the channel, The Love Laugh Live Show indulges in cosy conversations with India’s favourite celebrities, giving a peak into the unexplored ‘Romedy’ side of their life. The show hosted by Faye D’Souza will air every Saturday at 9pm on Romedy NOW and also be available for viewers on Sony LIV.

#SonaManaHai says Sony Pictures Sports Network’s new clutter-breaking campaign to viewers who don’t want to miss the biggest football club competition in the world ~Sony Pictures Sports Network will bring the upcoming season of the most prestigious football club competition in the world, the UEFA Champions League to Indian audiences 17th September 2019 onwards.

The matches featuring the best football players in premier clubs from top European leagues, will be telecast only on SONY TEN 2 channels. SPSN also recently launched its campaign for the mega tournament, #SonaManaHai, which captures the sentiments of all Indian football fans and preps them for the upcoming season.

As the world’s biggest football club tournament, UEFA Champions League is contested by the top-division European clubs vying to be crowned the kings of Europe. Last year, fans went through an emotional roller coaster during matches that featured Liverpool FC, Barcelona FC, Manchester City FC, AFC Ajax and Real Madrid CF amongst others and this year will prove to be no less. The biggest footballing rivalries in the world like Lionel Messi vs Cristiano Ronaldo and Sergio Ramos vs Mohamed Salah and more, along with football greats returning to their former home grounds can be found only in UEFA Champions League on Sony Pictures Sports Network in India.

Among the most followed football club competitions, UEFA Champions League is enjoyed equally by hardcore football fans and fringe viewers. #SonaManaHai is a light-hearted tongue in cheek approach that captures the sentiments of football fans who are excited about the UEFA Champions League but regret missing the matches due to the late-night timings. The campaign has been rolled out in four languages: English, Hindi, Malayalam and Bengali to encourage Indian audiences from across the country to tune-in to SONY TEN 2 channels for the best footballing action in the world.

The #SonaManaHai campaign film opens with Raj Kumar Rastogi (essayed by internet star Gopal Dutt) walking into the office and asking a colleague about the results of the previous night's UEFA Champion's League match. The colleague is amazed that Rastogi didn't watch the match as he went to bed early. The film showcases different characters of society, including a canteen boy and railway announcer amongst others expressing their shock and disappointment on Rastogi sleeping through the matches. Rastogi wakes up in a sweat realizing this was a dream and realizes ‘Sona Mana Hai’ when the world's biggest football club tournament is on!

To engage viewers, SPSN will also have a host of panelists for their live studio show who will provide extensive pre, mid and post-match analyses for every matchday. The guest panelists, who will appear in a rotation, include former football players and now renowned football pundits Ashely Westwood, Mark Seagraves and Terry Phelan for the first three matchdays.

Rajesh Kaul, Chief Revenue Officer, Distribution and Head – Sports Business, Sony Pictures Networks India Private Limited said: “Sony Pictures Sports Network are the flagbearers for UEFA Champions League, the best football club tournament in the world, in India. UEFA Champions League is the pinnacle of glory for both the clubs as well as the players and the passionate fans. Our audience can look forward to a more exciting viewing experience through a series of programming initiatives this season including a live studio show with celebrated ex-football players providing expert analysis on our channels. It is #SonaManaHai for all our viewers 17th September 2019 onwards.”

Neville Bastawalla, Head, Marketing & On-Air Promotions, Sports Channels, Sony Pictures Networks India said: “#SonaManaHai urges viewers to stay awake and not miss out on all the exciting action from the best football players and teams in UEFA Champions League. Our campaign speaks to two broad sets of audience, the football fans who are unable to stay awake to watch the matches and fringe viewers who are not very familiar with UEFA Champions League however have a fear of missing out on rewarding experiences. Through this insight, we have created a first of its kind clutter breaking campaign to increase the appeal and viewership of the tournament. In order to reach out to a wider audience across multiple markets, the on-air film, #SonaManaHai has been rolled out in four languages – English, Hindi, Malayalam and Bengali.”

Raghu Bhat, Founder, Director, Scarecrow M&C Saatchi said: “When Messi and Salah are scoring, football fans are snoring! UEFA Champion's League is the greatest and the most discussed football event on earth but matches happen late night. We want this campaign to be the caffeine shot that makes a football fan stay up and watch it live on Sony Pictures Sports Network instead of on YouTube the morning after.”

Agency Credits:

Agency: Scarecrow M&C Saatchi

Creative Team: Raghu Bhat, Vaishakh Jhunjhunwala, Kunal Parkar, Abhishek Jadhav, Sanjay Siby Thomas, Gaurav Vaswani, Hrishikesh Bayani, Kshitij Bhatt, Bhavin Chaudhari, Ria Jatakia

Account Management: Mangesh Mulajkar, Wayne Oliver, Monil Shah

Production House Credits:

Production Company: Guru Media Content Studio

Founder & EP: Deep Singh Kakkad

Producer: Manisha Panwar

Director: Tom Koshy

DOP: Siddharth Srinivasan

Art Director: Ankur Aserkar

Music: Hanif Shaikh

Editor: Varadarajan Muralidharan

The average person will spend 100 minutes each day watching online video in 2021, up from 84 minutes this year, according to Zenith’s Online Video Forecasts 2019* report, published today.

That’s the equivalent of watching 25 continuous days of video in 2021.

The amount of time people spend viewing online video has grown rapidly across the world, at an average rate of 32% a year between 2013 and 2018, boosted by improvements in display sizes and quality of mobile devices, faster mobile data connections, and the spread of connected TV sets.

China and Sweden have the keenest online video viewers, with the average person in each country expected to spend 103 minutes a day watching online video this year. These are the only countries where online video viewing exceeds 100 minutes a day, but by 2021, Zenith expects Canada, India, Mexico, the UK and the USA to join the list.

“The consumption of online video is growing rapidly, and the average person will spend half as much time viewing online video as they spend viewing conventional television this year,” said Jonathan Barnard, Head of Forecasting at Zenith. “This fast-expanding supply of audiences is fuelling rapid growth in demand from advertisers, making online video the fastest-growing digital channel by advertising expenditure.”

Online video adspend will be worth a third of the TV ad market in 2021

Zenith forecasts that advertising expenditure on online video will rise from US$45bn this year to US$61bn by 2021, at an average rate of 18% a year, compared to 10% a year for internet advertising as a whole. Meanwhile television adspend will shrink from US$183bn to US$180bn over the same period, as ratings continue to drop in key markets. Online video will therefore rise to the equivalent of a third of the entire TV market in 2021, up from a quarter this year.

“Online video has boosted the amount of time that consumers spend watching audio visual content and is amplifying advertisers’ ability to reach consumers with high-impact brand-building ads,” said Matt James, Global Brand President at Zenith. “The growth in serving ads to consumers via connected television sets will be a huge contributor to the growth of this format in the coming years, and it will help to bring attribution back to TV advertising.”

From in-stream to out-stream video, and beyond

Video inventory is in high demand, and to meet the need, publishers have supplemented video ads that appear before, during or after video content with in-stream ads – video ads that pop up beside other content, such as text, images or social media posts – and out-stream or ‘in-read’ ads. Out-stream ads are now common and, in some markets, comprise the majority of video advertising: in the UK, 57% of video adspend went to out-stream advertising in 2018. The balance may soon start to shift back towards in-stream advertising, though, as social platforms invest in their mobile TV products, such as Snapchat’s Shows.

Brands need to make clear distinctions between the way they use in-stream and out-stream ads. In-stream ads reach consumers who are actively seeking to view video, and are leaning forward to pay attention to it. The quality of the video in which an ad is embedded plays a big role in determining how the viewer engages with and responds to the ad. Brands therefore need to ensure that their in-stream ads appear in content that supports their values.

Out-stream ads reach consumers who are primarily interested in the content that the ads sit alongside, and who can quickly and easily scroll past them. These ads are commonly viewed with the sound off. Out-stream ads need to grab and hold attention with speed and interesting content that can be understood quickly and easily and, most crucially, add value through relevance – both for the audience and the business objective. Out-stream ads are difficult to evaluate using traditional viewability metrics, against which most will perform poorly; instead they should be judged on business metrics such as incremental brand or sales impact.

Looking beyond in-stream and out-stream, social platforms like Facebook and Snapchat are making Augmented Reality (AR) accessible to both consumers and brands through their AR video ads.

“From allowing consumers to ‘try on’ clothes and accessories to providing immersive filters for games and movies, AR video has the power to collapse the consumer journey and put products in the hands of consumers in a swipe or tap,” said James. “Brands should reap the early-mover advantage, and use AR to bridge the gap between in-store and online shopping environments.”

* This is the fifth edition of Zenith’s annual Online Video Forecasts report. It contains historical data and forecasts of online video consumption and advertising, together with commentaries on the development of individual markets by local experts. This year’s edition covers 51 key markets. Here online video refers to all video content viewed over an internet connection, including broadcaster-owned platforms such as Hulu, over-the-top subscription services like Netflix, video-sharing sites like YouTube, and videos viewed on social media.

Monday, 16 September 2019 00:00

Experiential cannabis

From film festivals to museums, cannabis evolves from an experience-enhancing ingredient to a full-on experience.

In High Times, we noted that the cannabis industry has experienced an enormous economic boon, with the market projected to top $22 billion by 2020, according to Arcview Market Research. This rapid growth has been fueled by widespread acceptance from consumers, encouraging brands to integrate cannabis into everything from beauty products to coffee. Now, in an effort to capture consumers’ attention—and wallet share—the industry is moving beyond products into the millennial-favored experience domain.

CBD slushies, psychedelic candles and a secret weed patio at sunset were a few features at In Bloom, Broccoli magazine’s debut cannabis festival in Portland, Oregon. The three-day event, which took place from May 31 to June 2, 2019, was designed for cannabis enthusiasts. “We wanted to turn the magazine into a 3D expression for a weekend,” Anja Charbonneau, founder of Broccoli magazine, tells JWT Intelligence. “Conferences and festivals can be so bland, even in the cannabis space, so we wanted to infuse a larger gathering with Broccoli’s distinctive magic by including art, music, food, performances, discussions and education.”

In Bloom attracted a mix of cannabis veterans and inquisitive first-timers from around the country. The festival included a tropically-inspired dinner with CBD-infused cocktails, panels and talks on cannabis, a pop-up market, CBD and botanical oil blending workshop and therapy rabbits to pet during lunch. “In Bloom was an opportunity for [festival-goers] to start hatching plans together, whether it’s for business, creative projects, fundraisers, etc.” says Charbonneau.

Meanwhile, in August 2019, The Museum of Weed opened its doors in Los Angeles, California. Coined “a marketing hit” by Fast Company, the interactive museum is a visual feast with psychedelic, political and medical rooms that track the historical and cultural evolution of cannabis. Hosted by cannabis mapping company, Weedmaps, the museum aims to dispel myths and offer education in an engaging and immersive format. “One of Weedmaps’ driving principles is to help consumers everywhere learn about cannabis as well as how to get access to safe, high-quality, and legal cannabis products,” said Chris Beals, CEO of Weedmaps.

Cannabis-themed tours are also rolling out across North America and New York City hosted its fifth Cannabis Film Festival in January this year. Experiential cannabis events are becoming educational stages, networking havens and a safe space to use cannabis-infused products, redefining modern cannabis culture.

 

Sourec:JWT Intelligence

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