27 January 2021 19:52

MediAvataar's News Desk

MediAvataar's News Desk

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The win comes on the back of a multi-agency pitch. The Small Big Idea will be responsible for creating brand awareness across social platforms

Digital Agency, TheSmallBigIdea (TSBI), has bagged the digital mandate for Ethnicity.  Ethnicity is a niche brand having an eclectic collection of Indian ethnic apparel like fusion wear, everyday wear and trousseau along with jewellery, artefacts, home & accessories for the contemporary Indian.

The year and a half old start-up, founded by 2 ex-Television professionals has made quite a mark with a steady flow of client acquisitions. Harikrishnan Pillai & Manish Solanki, Founders, TSBI says, “Fashion brands are always exciting to work on because of it pretty much features on most youngsters ‘things-I-care-about-list’. Ethnic wear has a unique, eclectic place in the minds of the consumers, and our challenge is to engage audiences on social by touching the right cords. The strategy is a well knit program that encompasses multiple platforms like facebook, twitter, instagram and pinterest. The idea is to make the brand socially omnipresent and then engage all its stakeholders across platforms.”

With its inception in 2008, Ethnicity has completed 6.5 years and has expanded its business pan India across 13 cities with 24stand alone stores & 23 Centrals.

Ethnicity has the largest collection of fusion wear and kurtis under one roof with brand palette comprising of Global Desi, W, Aurelia, Peppertree, Rain and Rainbow, Morpankh, Manyavar, India Circus, Poparazziand and many more.

Mr. Aparnaa Raje, CEO, Shree Balaji Ethnicity Retail Ltd. commented on this association, “The brand Ethnicity is aggressive about its online approach and the recent onboarding of The Small Big Idea (TSBI) as the social media agency is one of the first few steps towards it. The team at The Small Big Idea (TSBI) come with a unique cross-industry experience, which we are certain, will bring freshness into the brands social presence”

Tata Global Beverages (TGB) has launched its new corporate website www.tataglobalbeverages.com.

The website provides a refreshing experience to visitors through its user friendly interface and clean navigation - all of it reflecting Tata Global Beverages’ corporate theme – Magical Beverage Moments.

Tata Global Beverages has set itself the ambitious target of making a lasting positive difference in the world of natural beverages.  After months of hard work and with advice from experts as well as TGB’s stakeholders, the new website is a reflection of the company’s vision. Cutting-edge design and experiential images that capture the essence of a beverage moment are core to the re-design.  The website aims to establish a genuine connect with its visitors. The sprinkle of subtle animation creates a magical user moment on this entirely mobile responsive site.

Commenting on the launch, Mr. Ajoy Misra, Managing Director & CEO, Tata Global Beverages said, “A lot of thought has been put into the creation of new content with a sharp focus on a clean, user friendly interface. The redevelopment was undertaken with the objective of positioning TGB as a best in class branded natural beverages company & bringing alive the magical beverage moments that a sip of tea, coffee or water can help create. The site also portrays the scope and scale of TGB’s operations and the global nature of our business, while providing a contemporary, world class user experience. The vitality, passion and excitement that runs through the company is reflected in the website.”

On the content front, you will find a revamped brands section organized into 3 categories- tea, coffee and water thus showcasing the Company’s focus and representing all our brands while bringing all our social assets together. An in-depth sustainability section contains information on TGB’s sustainability initiatives. The website has been designed using a contemporary color scheme and interesting animations to create an engaging experience.

The new TGB website has been designed by Indigo Consulting. Speaking about the website, Harshad Hardikar, COO, Indigo Consulting said “The Tata Global Beverages website has been designed to reflect the company’s global standing in the world of natural beverages. It aims to bring Magical Beverage Moments to life with an experiential interface and fresh content, which meets the needs of its various target groups like Investors, Employees or Media. Working with the team at TGB has been an enriching experience and we are proud to have partnered with Tata Global Beverages on this initiative.’’

Thursday, 08 October 2015 00:00

ZEE pledges to go Green

Lights. Camera. Eco-Action!

·        ZEE pledges to go Green

·        Launches ‘ ZEE is Green’, an initiative to transform environmental commitment into action

·        Successfully greens the set of &TV’s ‘Gangaa’ as the pilot project

A pioneer in the Media & Entertainment industry, ZEE Entertainment Enterprises Limited (ZEEL) once again leads the way by pledging to go Green with the launch of its ‘ZEE is Green’ initiative today. As a pilot project, ZEE has successfully transformed the set of &TV’s ‘Gangaa’ as a ‘Green’ set.

Speaking on this initiative, Punit Goenka, MD & CEO, ZEEL said, “Every industry has environmental responsibilities and the Media & Entertainment Industry is no exception. Film making and content creation is like any manufacturing activity with high fuel and electricity consumption, raw material and manpower usage, and production of landfill waste. With ‘ZEE Is Green’ we aim to translate our environmental commitment into action by integrating sustainability across our organization, in front of the cameras as well as behind it.”

Elaborating further, Mr. Goenka said, “Since the last three months, we have been working closely with all the stakeholders, from the production houses to the studio owners to our vendors. We have tried to study their problems, their needs, and their work processes. After doing an in-depth analysis, we have devised eco-friendly systems which do not disrupt their normal processes drastically but will still make a significant impact in the reduction of carbon emissions and production cost, over a period of time.”

Discussing the initiative, Roland Landers, Chief Brand Officer, ZEEL commented, “In line with our corporate brand philosophy of ‘Vasudhaiva Kutumbakam’, ZEE has been embracing the world as One Family. As a caring corporate, we want to touch people’s lives, not just through our entertainment but by building a sustainable enterprise that fosters action towards a better world. Our ‘ZEE is Green’ initiative aims at developing the next generation of production practices that puts people and profits in sync with the planet.”

The mission of ‘ZEE is Green’ is to raise awareness, build capacity and foster the widespread adoption of economically viable, environmentally restorative and socially constructive processes. The pilot project under this initiative was the successful greening of the set of &TV’s popular show ‘Gangaa’. Green measures introduced on the set include the installation of colour-coded bins for waste segregation, an organic waste converter to transform wet waste into manure and a plastic shredder that prevents wrongful reuse of plastic bottles and also saves on the fuel associated with their transportation.

Other measures adopted include the use of eco-fonts to print scripts which will reduce ink consumption by approximately 35%, the installation of water coolers with RO purifier to eliminate the use of 20 liter plastic water jugs, the use of rechargeable batteries in sound recording and the commissioning of solar street lights in the studio complex.

In the next phase, these policies will be extended to other productions with the aim of cutting carbon emissions by 10% in the coming year. Further, ZEE will also be launching Zeeisgreen.com, a portal which will host unique green guides, the green experiences on different sets and useful information which will be easily accessible to all stakeholders. The site will host a unique module which will list vendors who provide environment friendly goods to be used in production.

By creating eco-wealth, ZEE is confident of building a stronger business and a more sustainable world in the process.

Across any type of format, trust is an important component of advertising message resonance. But no matter the format, the desired end result is the same—action.

So while a relationship exists between the trust and action, is credibility a prerequisite to purchasing? The results of the latest Nielsen Global Trust in Advertising Report suggests not always: Even formats with lower trust levels can be extremely effective in driving consumers to the point of purchase. In fact, among global respondents, self-reported action exceeded stated trust for 14 of 19 advertising formats reviewed.

The same percentage of global respondents that trust the opinions of friends and family say they take action on these opinions at least some of the time (83% each). Similarly, self-reported trust and action are the same for branded websites (70% each).

For many paid advertising formats, however, self-reported action actually exceeds trust. That is, more consumers say they take action than find the ad trustworthy. This is particularly true for online and mobile formats. Self-reported action exceeds trust by more than double digits for ads served in search engine results (47% trust; 58% take action), ads on social networks (46% trust; 56% take action) and text ads on mobile phones (36% trust; 46% take action).

“The formats where action exceeds trust by the greatest margin share a common attribute: Easy access to products/services,” said Randall Beard, president, Nielsen Expanded Verticals. “You like it, you buy it. Online and mobile formats make it exceptionally easy for consumers to live in the moment and take quick action on the advertisement. Often, consumers simply click a link and they’re directed to a place where they can receive more information or purchase the item.”

Other findings from the Trust In Advertising report include:

Millennials show the highest levels of trust in 18 of 19 advertising formats/channels, including TV, newspapers and magazines.

More than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family, while two-thirds (66%) say they trust consumer opinions posted online.

Humorous ads resonate most in strongly in Western markets; health-themed ads are rated highest in Latin America and ads depicting real-life situations are most appealing in Asia-Pacific and Africa/Middle East.

High-energy/action advertising themes resonate more with younger respondents, while pets/animal-centered ads resonate more with older respondents.

Thursday, 08 October 2015 00:00

Driving Customer-Centric Business Growth

First Wave of Insights2020 Study Highlights the Role Insights and Analytics Play in Driving Customer-Centric Business Growth

Seventy-four percent of companies that over-perform on revenue growth create customer experiences based on data driven insights, with only 30 percent of under-performing companies reporting the same, according to initial findings from Insights2020 – Driving Customer-Centric Growth, a global marketing leadership initiative, released today. The study, led by Millward Brown Vermeer in partnership with The Advertising Research Foundation (ARF), ESOMAR, LinkedIn, Kantar and Korn Ferry, builds on the findings of Marketing2020 and is focused on aligning insights and analytics strategy, structure and capability to drive business growth.

Based on more than 325 in-depth interviews with senior marketing and insights leaders and 10,000+ interviews with practitioners across 60 markets, the Insights2020 initiative examines the drivers of customer-centricity and how being a customer-focused company impacts business performance. The research team analyzed over-performing and under-performing companies in terms of revenue growth to understand what over-performing organizations are doing differently to drive success.

"More than a set of activities, customer-centricity is a strategy to deliver business value against customer needs, guided by brand purpose," said Frank van den Driest, Chief Commercial Officer, Millward Brown Vermeer and Insights2020 global program leader. "Building on the findings from Marketing2020, Insights2020 found that companies that out-perform their peers on revenue growth do so by over-performing on key drivers of customer-centricity. With a robust and global sample, we are able to quantify the financial opportunity for any business and guide organizations on their journeys to customer-centricity. The connection is clear and it is time to elevate insights and analytics to the boardroom."

The research revealed a number of striking differences between over- and under-performing organizations, and all tie back to three key dimensions of customer-centric growth: Total Experience, Customer Obsession and Insights Engine:

83 percent of revenue growth over-performers link everything the company does to its brand purpose, as opposed to only 31 percent among revenue growth under-performers.

62 percent of over-performers leverage insights and analytics to drive consistency across all customer touch-points, only 26 percent of under-performers do.

In 78 percent of over-performing companies, customer-centricity is fully embraced by all functions whereas this is only true in 12 percent of the under-performing companies.

66 percent of all over-performers are working to link their disparate data sources, compared with only 33 percent of under-performing companies doing so.

The Insights and Analytics function reports straight into the CEO in 33 percent of over-performer companies; this is true for only 13 percent of the under-performers.

Phase two of Insights2020, available in early 2016, will build on the key drivers of customer-centric growth and will explore the roadmap for helping brands reach customer-centricity.

Laurent Flores, President of ESOMAR added, "Our industry and clients’ businesses are in a period of significant transformation. These findings present an opportunity for the research industry to increase our impact and play a pivotal role in driving customer-centricity and business growth."

Keith Weed, Chief Marketing and Communications Officer, Unilever, and chair of the Insights2020 advisory board said, "I am particularly excited about practical application opportunities highlighted by the initial findings. These findings offer every CMO and Insights and Analytics leader a clear list of focus areas and I look forward to building on our initial learning as we share and explore the findings with the industry."

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