MediAvataar's News Desk
UDigital, the recently announced digital media venture founded by Ronnie Screwvala, B.Saikumar and Ajay Chacko, announced its brand name today. Arré. The venture plans to go live with Arré later this calendar year.
Arré is an original content destination that will be a unique storytelling platform across genres and formats.
Arré is one of the most commonly spoken words across India – a friendly, Indian colloquial term that is popularly understood as ‘Hey’. While its origins are in Hindi, it is an expression that’s not only understood throughout the length and breadth of the country but has also been included in the Oxford dictionary of the English language, as an ‘all purpose Indian-English interjection’.
Arré portrays a range of emotions; from the ‘surprised and the questioning’ to the ‘friendly thumbs-up affirmative’ to ‘disagreement and protest’ to ‘Arré yaar!’ It crosses boundaries of language, audience groups and geographies.
Arré is Indian, young, cool, bold, opinionated, fearless and entertaining. It’s the wow moment of digital content.
Arré will express itself across mediums, from text to graphic art to podcasts and video in multiple genres such as reality and fiction, factual and opinionated as well as pure entertainment. Arré is working with collaborators across the spectrum in developing original content; from writers, artists, journalists and storytellers to independent filmmakers, established production houses as well as upcoming talent in fiction, reality and non-fiction genres.
B.Saikumar, Founder and Managing Director, UDigital, said “Arré was born out of the need to create a truly disruptive digital product. Our philosophy is to continuously challenge the ‘moulds’ of format, media and structure to create content that is reflective of good storytelling in a digital environment. Much like the name, we hope to make Arré, the brand, a part of daily conversation in India and globally!”
The Accent on the é in Arré is reflective of the varied expressions and emotions that the brand will straddle, as well as its international outlook.
The logo and visual identity of Arré is being designed and developed by AREA 17, an interactive agency based in Paris and New York. AREA 17 has an acclaimed body of work on international brands in media such as Vice, Quartz, The Atlantic, Style.com, Facebook, Pinterest and more.
Recently the first ever get together of PGDBM-1998 Batch of Sydenham Inst. of Mgt was organised.
Batch mates from Deloitte consulting, Ampacet Inc., Johnson & Johnson, TCS, Infosys, Rajasthan Patrika, Capital First, DBS Bank, Money Tree, Pidilite Industries, CRISIL etc attended the get together.
It was nostalgia time for the graduating batch of 1998 of the Sydenham Institute of Management Studies, Research and Entrepreneurship Education, Churchgate, Mumbai. Over half the batch mates got together at Masala Zone, Bandra Reclamation after 17 years.
And if those who were physically present were not enough, technology was used to ensure dial ins and Skype conversations from Sweden, United States etc as well. The highlight of the evening was that in spite of the 17 year gap and a corporate world daily challenges.. faces and names were not forgotten. It was truly a memorable get together and of course the batch expects to exceed these numbers in the years to come.
There are 143 million social media users in India as of April 2015, as per a report by ‘Social Media in India 2014’ by the Internet and Mobile Association of India (IAMAI) and IMRB International.
The growth of smart phone and social media usage by 100 per cent and 35 per cent over the last year in Indian rural and urban areas, respectively, and with the launch of 'Digital India Week' by Prime Minister Narendra Modi simultaneously in 600 districts across the country, with a view to transform India into a digital economy, these numbers are only going to increase.
Acting upon these developments, FICCI FLO Mumbai, the Women’s Wing of FICCI has organised an exclusive event on 'The Social Media Opportunity' with Kirthiga Reddy, Managing Director, Facebook India and Hareesh Tibrewala, Joint CEO, Social Wavelength on Friday, 10th July at ISDI Parsons Mumbai.
The event will offer an insight into India's explosive social media growth and the means to leverage this growth for business.
Sharing her views on the same FICCI FLO Chairperson, Mrs. Falguni Padode said, “FLO (FICCI Ladies Organization) has always taken initiatives to promote women empowerment at every level. With digital marketing growing at a pace like never before, events like these will help women look beyond traditional marketing and exploit the digital medium for growth.”
The sessions include:
Keynote Speaker: Kirthiga Reddy, Managing Director, Facebook India will talk about Facebook’s India journey from a digital and networking platform to a digital broadcast medium, its human engineering initiative, Facebook’s scope in Tier 2 and Tier 3 cities and success stories of entrepreneurs.
In the second session, Hareesh Tibrewala, Joint CEO of Social Wavelength, India’s largest social media agency, will talk about the importance of social media, facets of digital and social media marketing, Ecommerce and Apps and how SME businesses can leverage the digital medium.
As a brand, Havells Wires has always stood out in the way it communicates its core message to its audience. Taking its credo ‘Wires that don’t catch fire’ further, Havells Wires has unveiled a new campaign that depicts an emotional bond between a father and daughter. As it has done with its past campaigns, the brand has leaned on an emotional tale to lend across its message to the general populace. The strategy being that a functional benefit such as a fire-proof wire when shown through an emotional angle makes the communication seem more relatable and believable.
The campaign is live on digital platforms and will be on-air across major television channels soon.
Explaining the rationale behind the new film, Vijay Narayanan, VP-Marketing, Havells India Limited said: “The objective was to reinforce the product proposition of ‘flame-retardant wires’ by means of a powerful emotional story which connects with the consumers.”
Conceptualized by Lowe Lintas Delhi, the commercial has been shot in the picturesque state of Kashmir. The story is set on a cold, winter morning at Dal Lake, Kashmir. A daughter, who must have risen early to prepare lunch for her hardworking father rows a boat across the lake to deliver food in a tiffin box. By the time she reaches, the food is almost cold. Fearing that the food will become inedible once it’s cold, she urges her father to eat immediately. But her father bogged down by work, shirks her away. Undeterred the girl continues urging her father, but then she eventually gives up and leaves. But before leaving she uses Havells wires as an apparatus to heat the food.
Sharing his thoughts on the creative approach behind the film, Amer Jaleel, National Creative Director, Lowe Lintas + Partners said, “We consider each category piece on Havells as a mother brand piece. Although this is about a specific benefit of wires it feeds into the Havells brand. These days some brands are also channels. What will emerge from Havells is something that people are looking forward to. In that light we wanted the wires work to add to the emotional equity on Havells. We try to be simple and real and somewhere we wanted the brand to be viewed as being a part of lives in every part of the country. Set in Kashmir, the little story echoes every girl’s feelings for her Dad.”
Directed by Anupam Mishra from Crazy Few Films, the film captures the father–daughter relationship in the backdrop of the beautiful Dal Lake, and of course the essence of the usability of Havells Wires propagating their catchphrase “Wires that don’t catch fire.”
Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Prasad Venkatraman
Account Management: Amjad Ali, Sonia Upadhyaya, Abhishek Jain, Twishi Pande
Planning: Anurag Prasad
Producer: Crazy Few Films
Director: Anupam Mishra
A brand name can be one of the most valuable assets a company possesses. It can lend credibility to product efficacy and provide an assurance of quality, letting consumers know what they can expect when they buy a product. But because brand building can be costly and time consuming, it can be extremely advantageous for established brands to lend their name to a new item in the same category through line extensions. In fact, line extensions are approximately three to four times more common than “new manufacturer” and “new brand” launches combined.
For consumers, line extensions create confidence in a new product’s ability to deliver against promises, and can relieve some of the apprehension often associated with trying something new. Nielsen’s Global New Product Innovation Survey found that nearly six-in-10 global respondents (59%) prefer to buy new products from brands familiar to them, and 21% say they purchased a new product because it was from a brand they like. Consumers in North America and Latin America value brand recognition more than consumers in any other region. In both, it was the second-most important reason (after affordability) that consumers said they purchase a new product.
Brand recognition is particularly influential in developing markets. On average, more than two-thirds of developing-market respondents (68%) say they prefer to buy new products from brands they’re familiar with, compared with 57% in developed markets. In addition, more than one-fifth of developing-market respondents (22%) say they purchased a new product because it was from a brand they like, compared with 17% in developed markets.
“Brands can signify quality and inspire confidence,” said Rob Wengel, senior vice president and managing director of Nielsen Innovation in the U.S. “For a consumer with limited disposable income, the potential loss from an underperforming product is magnified. As a result, they’re often hesitant to take a risk on a product that might not live up to expectations, and are sometimes even willing to pay more for brands they trust. For new products launched without the benefit of a strong brand name, extra care must be taken to provide strong assurance that the product will be perceived as a good value for the money.”
It is important to keep in mind, however, that while a brand extension can provide a strong foundation for success, it doesn’t guarantee it. In fact, if a company doesn’t manage a line extension well, it could actually harm the parent brand. To protect a brand’s reputation, a line extension should clearly link with the core product while also offering consistency, uniqueness and relevance in the market. Line extensions with little differentiation could lead to cannibalization. Likewise, if a line extension varies too dramatically from the parent, it can dilute sales.
Time pressures and stress are facts of life. Shoppers want products that help restore balance and free up time to do the things they value most. More than one-fifth of global respondents (22%) say they purchased a new product because it was convenient, and slightly fewer (19%) say they purchased it because it made their life easier. Consumers’ desire for these kinds of products is even higher. More than one-quarter of global respondents say they wish more products were available that make their life easier (27%) and are convenient to use (26%).
While convenience-motivated purchasing is rated high in all regions, shopper sentiment differs in regard to the order of importance in certain regions. In Latin America, for example, respondents list convenience after branded, indulgent and family-friendly products, while in Europe, products that offer novelty, indulgence and brand recognition are more important than convenience.
ABOUT THE NIELSEN GLOBAL SURVEY
The Nielsen Global New Product Innovation Survey was conducted between Feb. 23 - March 13, 2015, and polled more than 30,000 consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. For the purposes of this study, we defined a new product as any item a consumer has never purchased before. The sample has quotas based on age and sex for each country based on its Internet users and is weighted to be representative of Internet consumers. It has a margin of error of ±0.6%. This Nielsen survey is based only on the behavior of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60% Internet penetration or an online population of 10 million for survey inclusion. The Nielsen Global Survey, which includes the Global Consumer Confidence Index, was established in 2005.