MediAvataar's News Desk
Indian Premier League (IPL), one of the biggest sporting extravaganzas across the world and a celebrated cultural moment for cricket fans in India recently concluded its 13th edition as Mumbai Indians emerged champions for the fifth time.
With the IPL being held without a live audience for the very first time, a lot of the action amongst fans, teams and players was observed virtually on Facebook this year. The event was a big conversation driver registering as many as 10 million+ mentions on Facebook led by fervent fans around the world with 74% of the people talking about IPL falling between the 18 - 34 years age group.
Mumbai Indians, the winners of IPL 2020 was the most talked about team this season and Virat Kohli from Royal Challengers Bangalore was the most mentioned player. We also saw a host of celebrities, creators, publishers and more come together on Facebook to share their IPL experiences and join in the conversation in their own unique ways.
Manish Chopra, Director and Head of Partnerships, Facebook India said, “Cricket transcends all boundaries and brings India together like few things do. IPL over the years has emerged as a celebration of the sport and one of the biggest cultural moments for cricket fans in the country especially in these times. As the tournament has grown, we’ve seen the experience become more exciting and engaging across the Facebook family of apps with fans coming together to comment, share, post about their favorite moments, players and teams throughout the season.”
Here are some interesting insights and trends from IPL 2020 on Facebook and Instagram
Most mentioned teams:
Royal Challengers Bangalore
Chennai Super Kings
Kolkata Knight Riders
Most mentioned players:
Virat Kohli (Royal Challengers Bangalore)
MS Dhoni (Chennai Super Kings)
Rohit Sharma (Mumbai Indians)
Hardik Pandya (Mumbai Indians)
Chris Gayle (Kings XI Punjab)
Top Regions leading conversations:
Love for #Hashtags:
From making favorite teams, players and moments trend to engaging with the many moments on and off the pitch during this IPL season, following are the most used hashtags that people mentioned across Facebook and Instagram:
The biggest entertainers of the Indian Film Industry and their families, bring in their teams. Govinda along with wife Sunita, Rajkummar Rao, Shraddha Kapoor along with her father and brother Shakti and Siddhant Kapoor as well Riteish along with wife Genelia D’Souza Deshmukh stand in a face off for the first time, where we change the way you've heard music !
With the ongoing festive season, Zee TV has been packing one exciting surprise after another for its audience by way of 3 new fiction shows in October and another exciting supernatural fantasy thriller ‘Brahmarakshas’ on its way in November. Things are only going to get bigger and better in the coming year as the channel is all set to revolutionise the face and sound of music on television in early 2021. In what will be a clutter-breaking format innovation on reality TV, Zee TV in collaboration with FATHOM PICTURES will present audiences with the world’s first ever music league, the ‘Indian Pro Music League’ (IPML).
While the world of sports has seen several league competitions, be it in India or abroad, this first-of-its-kind music league will have six teams owned by the likes of Shraddha Kapoor along with her father and brother - Shakti Kapoor and Siddhant Kapoor, Govinda along with wife Sunita, Rajkummar Rao, and Riteish Deshmukh along with wife Genelia D’Souza Deshmukh, representing different regions of India, battling it out against each other in a musical championship. Each of these teams will have celebrated playback singers, one male and one female vocalist as their captain. Additionally, every team will also have reality stars and to add to this pool of talent, 6 fresh voices from various regions of the country, one for each team, will get a chance to be a part of this league! To be hosted by two top anchors, the Indian Pro Music League will be launched in early 2021. Akin to the format of a sports league, the show will have 5 innings comprising the league matches and a super match where audience votes and umpire points will decide the outcome of the league and declare one of the teams as the league champions.
About the format breakthrough, Zee TV Business Head, Aparna Bhosle said, “At Zee TV, we constantly endeavour to provide audiences with new, unique and cutting-edge content that gives them a sense of novelty alongside engaging entertainment for the entire family. Over the years, we've seen how league formats have become immensely popular amongst sports viewers and as a country where Cricket is nothing short of a religion, audiences at large, have embraced and internalised this exciting format. With the Indian Pro Music League, the idea is to infuse the space of music reality television with the same energy and competitive spirit that is typical of a sports league. The quotient of excitement and anticipation is enhanced by top Bollywood stars and sports celebrities owning the six teams that will compete in the championship. While we have the top playback singers of the country as our team captains and rising reality stars on board to ensure the highest bar of excellence in the music the show will produce, we're on a quest to find some new talented singers from across the country through an intensive scouting initiative as Zee TV has always believed in leveraging the strength of its reality formats to give the common man an opportunity of chasing his dreams.”
Zee Studios will be the creative and production house on the show.
Media veterans Shyamanga Barooah and Biswarup Gooptu come on board
In yet another bullish move, Indian short-format video app Mitron TV announced the expansion of its leadership team with two senior hires. Ex Bytedance executive Shyamanga Barooah comes on board as Head of Content Strategy and Senior journalist Biswarup Gooptu, who spent 10 years at the Economic Times, joins as Head of Partnerships & Policy. In his new role, Biswarup will focus on driving public policy for the company and building government alliances. Shyamanga will be responsible for developing and optimizing a tailored content strategy, whilst driving the best content practices for internal and external stakeholders.
Shyamanga Barooah is a seasoned media professional with over 20 years of experience in journalism, content creation and management. Prior to his current role, he was the Content Operation Head of Helo and Chief Editor of News Republic, which is part of ByteDance Inc, the parent company of TikTok. Shyamanga has also worked for global firms like Cheetah Mobile and leading media houses like India Today, Times Internet and Hindustan Times. A former member of a blues band, he continues to follow his passion for music.
An alumnus of Cardiff University UK, Biswarup is a media veteran with over 15 years of experience in journalism. During his stint at the Economic Times, Biswarup covered the Indian start-up ecosystem, private equity and venture capital funding amongst other beats. Biswarup has also worked with Reuters and Telegraph.
Commenting on the development, Shivank Agarwal, Co-founder & CEO Mitron said: “We are delighted to have Shyamanga and Biswarup join the leadership team at Mitron. The impact of short-video consumption and digital entertainment is growing at a rapid pace, making this sector one of the most exciting in present times. At Mitron, we are in a robust growth phase and continuing to reinvent ourselves. With Shyamanga and Biswarup’s expertise, we look forward to further strengthening our proposition and scale the business to the next level.”
Shyamanga Barooah, Head of Content Strategy, Mitron said: "It's great to be part of Mitron's amazing journey in the short-format video space in India. I feel there is a lot of opportunity within this dynamic space, especially in a storytelling and vibrant nation like India. Exciting times ahead.”
Biswarup Gooptu, Head of Partnerships & Policy, Mitron said: “I am delighted to be joining the company’s leadership team at such a pivotal time in its growth. This is an exciting time for Indian technology landscape and we are poised to become one of the leading short-video social media application.”
In just seven months, Mitron app has crossed 39 million-plus downloads on Android Play Store. As part of its efforts to support the government’s initiative of ‘VocalforLocal’, Mitron recently launched Atmanirbhar Apps, a one of its kind discovery platform for Indian applications. Currently, the platform hosts more than 100 apps and plans to bring 500 apps by the end of this year. Mitron was also the first in the space to launch categories to build vibrant communities of like-minded audiences. This particular initiative enabled users to discover the content of their interest and creators to engage with like-minded followers.
The Prakash Jha directorial emerges as a roaring success for MX Player
Having clocked ~ 450Mn streams in the 2.5 months since its release and becoming one of the biggest web shows in the Indian OTT ecosystem, Aashram has returned amidst heightened anticipation with Aashram Chapter 2 - The Dark Side that launched on MX Player yesterday. This second edition has broken records from the word go and has emerged as a runaway hit for the free to use platform. When compared to its first outing, Chapter 2 has witnessed a massive 500% higher streams on Day 1 and is performing exceedingly well on the platform - on every metric.
Speaking about the first day reaction, Prakash Jha said, “It seems like the characters and the events fictionalised in the story resonates the experience of people in real life. They definitely have connected to the emotions of the story and that has translated into this massive viewership. Working with MX Player and its team has been a wonderful experience and I look forward to continuing it.”
Bobby Deol added saying, “After Part 1, we were all excited yet nervous about the launch of Chapter 2. We’ve all put in great efforts and I am overwhelmed by the response. My character has really been greatly appreciated by the audiences and this is a huge encouragement for me.”
“It is always great to see a content piece you have created to be so widely appreciated. Aashram Part 1 had gone on to break all records and now with Chapter 2 opening with such great numbers, we believe it is set on a similar path of success”, concludes Gautam Talwar, Chief Content Officer, MX Player.
Coupled with an intriguing narrative, the well-rounded marketing campaign for this crime drama, including impactful print ads, OOH, social & digital experiences, PR and performance marketing has driven the show to achieve such great numbers on Day 1.
AKQA and Grey launch new network model – industry powerhouse offers clients outstanding creativity, innovation and brand-building at global scale
WPP’s AKQA and Grey are uniting to form a new network model, AKQA Group. Grey is renowned for creative storytelling and global brand-building at scale, while AKQA is celebrated for its world-class innovation and experience design skills. With heightened demand for digital transformation and technology-driven capabilities, the combination will create a powerful new proposition for clients as a leading creative solutions company with a worldwide footprint.
The AKQA Group will have 6,000 people in more than 50 countries and a blue-chip client roster that includes more than half of the Fortune 500’s top 20. It will provide a full range of brand experience capabilities across all communications platforms, strengthening the skills and services of both companies for clients.
AKQA founder Ajaz Ahmed and Grey Worldwide CEO Michael Houston will partner to lead the new Group. Ahmed will become Chief Executive Officer and Houston will become Global President and Chief Operating Officer of AKQA Group. The AKQA Group will launch with the AKQA and Grey brands, which will be integrated over time into a single company based on client and market needs. The management team and creative leadership will be announced in the coming weeks, comprising leaders from AKQA and Grey.
AKQA and Grey have highly compatible creative cultures and share a common belief in the power of creativity. Between them they have won nearly 600 Cannes Lions in the last decade. The two agencies have complementary, non-competitive client rosters. The combined AKQA Group will have expertise in the media, entertainment and technology sectors as well as packaged goods, healthcare and financial services.
Ajaz Ahmed said: “Our goal is to expand horizons, combining the curiosity, ambition, imagination and pioneering spirit of a startup with the reach of a global enterprise. This is an unparalleled opportunity for AKQA and Grey to bring our shared assets to life into a modern, creatively-led company, building upon our inspiring and useful work to create value for our clients, people and communities.”
Michael Houston said: “This exciting new partnership begins with what consumers expect, clients value, and brands need. Forming a new company that can deliver culture-driving ideas through technology at speed and scale is a potent proposition for our clients, large and small, and will allow us to offer the most powerful creative solutions in the industry.”
Mark Read, CEO of WPP, said: “Our clients want outstanding creativity, powered by technology expertise and delivered at a global scale. This new company is designed precisely to meet those needs and is another important step forward in building our future-facing offer for clients.”
Grey, named one of Fast Company’s Most Innovative Companies, is trusted globally by clients from the fastest-growing startups to leading multinationals and government agencies. Over the past five years, the agency has received top industry accolades for creative effectiveness, including: Adweek Global Agency of the Year (twice), the Grand Effie, Effie Agency of the Year, and Cannes Lions International Festival of Creativity Agency of the Year with 395 Cannes Lions. Grey’s growing global Health & Wellness practice counts many of the world’s largest pharma and health-related companies as clients.
AKQA, recognised as a digital pioneer and a creative innovator, has won over 60 Agency of the Year awards; led Gartner’s independent evaluation of Global Marketing Agencies for three years in succession; led IDC’s quantitative and qualitative assessment of success in Customer Experience Design; won two Grand Prix at the most recent Cannes Lions International Festival of Creativity; been named by Fast Company as a Best Workplace for Innovators; and achieved a consistent track record of growth since its founding.
The move follows the successful combination of other WPP agencies to create Wunderman Thompson, VMLY&R and BCW, which have been among WPP’s best-performing companies by addressing client needs for more integrated, creative and technology-driven solutions.