11 April 2021 05:29

MediAvataar's News Desk

MediAvataar's News Desk

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Milestone Brandcom, India’s fastest growing and largest integrated out-of-home and experiential media agency, has appointed Mayank Khattar as National Creative Director.  As part of his new mandate, Khattar will lead the creative duties in out-of-home and experiential for the company. With this appointment, Milestone Brandcom intends to leverage Khattar’s experience in creating and crafting great creative products and solutions for its clients and their brands.

Prior to this, Khattar was Executive Creative Director at Bates Chi & Sercon. He led the Castrol Power Play campaign for the APAC region there, which went on to win various leading regional awards for its innovative and creative use of digital media in driving consumer engagement.

Commenting on the appointment, Nabendu Bhattacharya, CEO & Managing Director Milestone Brandcom, said, “At Milestone, we strive to continually challenge the status quo of the communication paradigms in the region by offering disruptive, creative, innovative and relevant communication solutions. With Mayank’s experience and creative ideas, we are sure to further stretch the boundaries of disruptive creative communication, which in turn will lead us to great award winning work for the roaster of brands within our group portfolio.”

In a career spanning over a decade, Khattar has been instrumental in the execution of various award winning campaigns. He led the team that designed Asia’s first-ever YouTube takeover campaign for Castrol Global with over 1.4 million views within one month. His hunger for awards is evident from the number of metals under his belt: The Globes, B2B Marketing Awards, London; Dragon - Promotional Marketing Awards of Asia and BBC Digital Media Awards to name a few.

Talking about his journey and his latest assignment, Khattar said, “As a mixed-media artist, I am a born experimenter, blending and transforming both traditional and unexpected items into meaningful pieces of self-expression. I believe that all a creative mind needs is a supporting environment and unrelenting passion. Looking at the amazing team Milestone has I am sure I will get exactly that here. I hope with my experience I can further add to the work and environment here to nourish and nurture young minds and reach the zenith of this industry. ”

Khattar has handled many brands across industries including Castrol, Seagrams, Colgate, Nirulas, HP, Clove Dental, Dell, EMC India and Singapore, Nokia, Oracle, DuPont, AaramShop, Sun Microsystem, Adobe, Autodesk, Olx and HDFC.

Mayank started his career as an art director and assisted award winning directors and industry stalwarts such as Pradeep Sarkar and Sujit Sircar. He was instrumental in projects like “Piya Basanti – Ustad Sultan Khan”, “Aapki Dua – KK” and “Ganga Behti Ho Kyon – Bhupen Hazarika”.

He also has extensive experience in ad films and music videos wherein he handled brands such as Asahi glasses, LG, Dettol, Colgate, AajTak and Veedol to name a few.

92.7 BIG FM, India’s largest and No.1 radio network in association with Star Plus, India’s leading General Entertainment Channel, announces the 6th edition of its marquee property BIG Star Entertainment Awards.

Having garnered phenomenal success in the last 5 editions, BIG Star Entertainment Awards, a joint initiative between the two media powerhouses Reliance Broadcast Network and Star India is all set to acknowledge and celebrate the entertainers of the year and their contribution towards the industry across the fields of Bollywood, television, music and sports. The biggest award show will be held in Mumbai on 13th December, 2015.

This year, experience a spectacular cultural extravaganza as the colors and festivities of China, cross the borders to reach the most awaited award show – BIG Star Entertainment Awards. The grand celebration will be themed to match the exciting and vibrant culture of China with larger-than-life spectacles. With an exhilarating line-up of power packed performances by your favorite celebrities and never-seen-before acts – the audience is in for a visual treat!

Speaking on the announcement, Mr. Tarun Katial, Chief Executive Officer, Reliance Broadcast Network Limited said, “BIG Star Entertainment Awards is a platform for the people and by the people which empowers them to choose the best entertainers of the year sans any jury. The year after year roaring success of the awards only implies the trust that the audience has shown in us as we provide unparalleled entertainment. Our partnership with Star Plus has grown stronger with each year and together, we promise to raise the entertainment quotient several notches high this year too.”

A spokesperson from Star India said, “BIG Star Entertainment Awards has quickly grown to become a marquee brand that's known for bestowing recognition on quality work and celebrating the sheer spirit of entertainment. A powerful partnership between two of the biggest names in the trade of entertainment - BIG Star Entertainment Awards comes with the inherent promise to wow its viewers and offer them an experience like never before.”

BIG Star Entertainment Awards offers a unique platform to audiences, empowering them to nominate and vote for their favorite entertainer across genres. The award ceremony like every year will be 100% people’s choice offering, right from the nominations to the final winners. The nominations and voting process will start from 5th December across 30 categories. 92.7 BIG FM’s listeners and Star Plus viewers will be able to nominate and vote for their favorite entertainer over digital and social mediums including SMS voting.

The award function will be promoted across radio, television, print and social media to ensure the best-ever usher-in to the New Year for audiences on December 31.

The awards promise to only get bigger and grander year on year, ensuring stupendous performances by some of the biggest celebrities from the entertainment industry, exciting surprises and never-before-seen action.  The event will be promoted through a high-decibel marketing campaign which will integrate Reliance Broadcast Network Limited and Star Plus’ multimedia platforms including radio, television and outdoor, coupled with strong initiatives supporting the print and digital plans as well as on-ground activations.

Every marketer is focused on how best to grow their brand and the obvious way to do that is to gain new customers. However, such is the focus on customer acquisition, that many forget that there is a complementary way to way to grow a brand: lose less of your existing customers.

By now we should all know that increasing penetration is the most likely way to grow your brand, and, thanks to Double Jeopardy, more customers also makes for more loyal customers. The only problem is that penetration is a leaky bucket; you need to win more customers than you lose if you want to grow.

Most service companies are well-insulated from the sort of churn that afflicts many packaged goods through contracts, switching barriers and switching costs, but by focusing single-mindedly on customer acquisition they sometimes ignore the downsides of customer defections. Corvisa’s third annual Customer Service Report finds that 48 percent of respondents said that they had stopped doing business with a company because of negative customer service experiences in the past year.

Never mind the lost revenue from that customer, lost customers have a hidden negative effect as well. In addition to lost revenues, the brand has incurred the incremental cost of replacing that customer and undermined its chances of further growth. While it is eventually going to be counter-productive to try to retain every customer (not to mention impossible), all you are really trying to do is reduce the probability of losing customers. Fix the obvious issues like long wait times and annoyingly-scripted calls, and make it easy for people to do business with you.

Of course, there is another side effect of a relentless pursuit of new customers; existing customers might come to believe that you do not care about them. By focusing on a strategy of customer-centricity, communication provider O2 in the UK managed to grow its market share, moving from number three brand to number one over the course of five years. O2’s customer-focused strategy was a total contrast to established competitors locked in a short-term, acquisition-led sales battle, but it was successful not only because it helped keep existing customers but because it attracted new ones as well.

There is an adage: a bird in the hand is worth two in the bush. When it comes to growing brands maybe it should read,

‘A bird in the hand means you only have to find one in the bush.’


Written by Nigel Hollis Executive Vice President and Chief Global Analyst at Millward Brown

Source: Millward Brown

In 2018 mobile advertising will overtake desktop and account for 50.2% of all internet advertising, according to ZenithOptimedia’s new Advertising Expenditure Forecasts.

Mobile advertising will total US$114bn in 2018, up from US$50bn in 2015, and will be larger than all other media except for television (which will total US$215bn, up from US$206bn in 2015).

Mobile advertising is responsible for almost all of the growth in global adspend. We forecast it to grow at an average rate of 32% a year between 2015 and 2018, and to contribute 87% of all of the new ad dollars added to the global market during these years.

ZenithOptimedia forecasts desktop internet advertising to peak at US$114bn in 2017, before falling back slightly to US$113bn in 2018, as adspend migrates from desktop to mobile.

Programmatic advertising will be 60% of digital display in 2016

Programmatic advertising will account for more than half of digital display advertising (53%) for the first time this year, and will increase its share to 60% in 2016, according to ZenithOptimedia’s new Programmatic Marketing Forecasts, also published today. Programmatic advertising has risen to dominate the digital display market in just a few years, having accounted for just 12% of display adspend in 2012. Programmatic adspend grew from US$5bn in 2012 to US$38bn in 2015, at an average rate of 100% a year. Its growth is slowing down as it extends its dominance of the display market, but we expect programmatic advertising to grow another 34% in 2016 and 26% in 2017, at which point two thirds of global display will be programmatic.

The US is the biggest programmatic ad market by a long distance, worth US$16.8bn in 2015 and accounting for 44% of global programmatic adspend. The UK comes second, worth US$2.6bn and accounting for 7%.

Internet to overtake television in 2018

Television is currently the dominant advertising medium, with a 38% share of total adspend in 2015. In 2018, however, we expect the internet to overtake television to become the largest single advertising medium. Looking at the ad market as a whole, we think television’s share peaked at 39.7% in 2012, estimate it at 37.7% in 2015, and expect it to fall back to 34.8% by 2018.

However, one of the reasons for television’s loss of share is the rapid growth of paid search, which is essentially a direct response channel (together with classified), while television is the pre-eminent brand awareness channel – and we expect it to remain so for many years to come. We estimate television will account for 44.7% of display expenditure (i.e. excluding internet classified and paid search) in 2015, and 42.9% in 2018.

Audiovisual advertising is becoming more important for brand building

Audiovisual advertising as a whole – television plus online video – is gaining share of display advertising. Television offers unparalleled capacity to build reach, while online video offers pinpoint targeting and personalisation of marketing messages. Both are powerful tools for establishing brand awareness and associations. We estimate that audiovisual advertising will account for a record 48.4% of display advertising in 2015, up from 44.1% in 2010, and expect its share to reach 48.9% in 2018.

Digital editions will help magazine publishers increase total ad revenues by 2% next year

Advertising in printed magazines is in decline across most of the world; in the US we forecast print magazine ad revenues to shrink 1.8% in 2016. However, ZenithOptimedia estimates that US magazine publishers generate 20% of their revenues from digital editions, and these revenues are growing rapidly. Taking these digital revenues into account, we predict that magazine publishers will enjoy an overall 1.8% increase in total revenues next year.

Quadrennial to boost global adspend by US$6.1bn in 2016

The world advertising market has been stable since 2011, growing at about 4%-5% a year, and we expect this stable growth to continue at least until 2018. 2016 will be a relatively strong year, with 4.7% growth in global adspend, up from 3.9% in 2015. 2016 is a ‘quadrennial’ year, when ad expenditure is boosted by the US presidential elections, the Summer Olympics and the UEFA football championship in Europe.

We forecast that the US election will provide a net US$3.2bn boost to US adspend, especially to television and internet advertising, while the Olympics lifts global adspend by a new US$2.0bn, especially to television and outdoor. UEFA Euro 2016 will boost adspend by a net US$0.9bn, also concentrated in television and outdoor, mainly in Europe but also in Latin America and Asia Pacific.

India, Indonesia and the Philippines are hotspots of adspend growth

Adspend growth is slowing down in three out of the four BRIC markets that were responsible for much of last decade’s ad market expansion. Between 2005 and 2010 adspend grew at an average rate of 10.7% a year in Brazil, 10.3% in Russia and 16.9% in China. Brazil and Russia are now in recession, and China is slowing down, and between 2015 and 2018 we expect annual growth to slow to 3.5% in Brazil, 5.3% in Russia and 7.5% in China. Russia and China will continue to beat the global adspend growth rate, however.

The fourth BRIC market – India – continues to combine rapid growth and large scale, making it a distinct hot-spot of adspend growth, together with Indonesia and the Philippines. These markets are benefiting from sustained, healthy economic growth and strengthening personal consumption. These are the only three markets in which adspend is growing at double-digit annual rates and will expand by at least US$1bn between 2015 and 2018: we forecast the Philippines to expand by US$1.2bn over this period (at 13% a year), India by US$3.0bn (also 13% a year) and Indonesia by US$4.1bn (17%).

“Growth of the global ad market is being driven by advances in technology, especially mobile and programmatic tech,” said Steve King, ZenithOptimedia’s CEO, Worldwide. “But television remains by far the most important channel for brand communication, and online video, its digital offshoot, is increasing the audiovisual share of global display advertising.”

Our spare time is precious. How we unwind says a lot about what we value. With a wide array of pastimes available, respondents in a recent Nielsen global survey were asked to select their top three spare-time activities. While certain activities skew younger than older and vice versa, if you think technology-driven younger people don’t read anymore, think again.

In this third of a five-part series about the differences between how generations live, eat, work and save, we focus on how consumers play.


While TV has universal appeal as a favorite spare-time activity among all generations, it turns out that more respondents in Generation Z (ages 15-20) selected reading (27%) as a favorite activity than tuning into their favorite TV programs (23%). In fact, more Gen Z respondents picked reading than reviewing social media (17%) or playing video and online games (17% and 16%, respectively).

Other activities, however, have particular younger or older age skews. When ranked by percentage that picked the activity, listening to music landed as a top three pick for Generation Z (37%) and Millennials (27%), while it fell further down the list for older respondents. Conversely, our desire to explore steadily increases as we age, as traveling was selected by 12% of Generation Z, 18% of Millennials, 22% of Generation X, 22% of Baby Boomers and 25% of Silent Generation respondents. Gardening (22%) was a unique favorite among Silent Generation respondents, putting it in their top-five list of spare-time activities.

Other findings from the Nielsen Global Generational Lifestyles Report include:



The majority of older respondents turn to TV to get the news, but the medium still holds sway for nearly half of Millennial (48%) and Generation Z (45%) respondents.

Older respondents show higher levels of being distracted by technology at mealtime than younger generations.

Millennials are roughly two times more likely than Generation X to leave their current job after two years.

More than half of Generation Z and Millennial respondents (52% and 54%, respectively) want to live in a big city or urban neighborhood.

Approximately half of younger respondents say they save money each month, but they aren’t confident in their financial futures.

The Nielsen Global Generational Lifestyles Survey polled 30,000 online respondents in 60 countries to better understand how global consumer sentiment differs across life stage. For the purposes of this study, respondents are segmented into five life-stage classifications: Generation Z (age 15-20), Millennials (21-34), Generation X (35-49), Baby Boomers (50-64) and Silent Generation (65 and older).


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