25 February 2021 03:55

MediAvataar's News Desk

MediAvataar's News Desk

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Tuesday, 23 February 2021 00:00

Vi launches Premium Video On Demand

The offering is for both Prepaid & Postpaid Vi customers looking for premium films, and available at very lucrative rates as compared to other digital platforms

Leading telecom brand, Vi today announced the launch of its Pay Per View service model, clubbed with deals from Hungama Digital Media Entertainment. This is a first-of-its-kind offering by a telco in India’s exploding Premium Video On Demand (PVOD) market.

This will enable Vi customers to get access to 380+ movie titles including one of the most talked about film in 2020 by the master film maker Christopher Nolan - “Tenet,” in four languages – Hindi, English, Tamil and Telugu.

The PVOD market in India is very premature but promising, as Indian audience continues to be price conscious and choosy. The PVOD models are changing in the new post pandemic era as consumers are looking at alternative options of entertainment in the comfort of their homes.

Vi Movies & TV Pay per view model is a natural extension of our entertainment offerings. The current offerings allow users to watch content at no extra cost as per their recharge or post-paid plans. Pay per view launch is furthering the agenda to empower users to pay for the content that they want to watch, in a language they want to watch.

Commenting on the partnership, Avneesh Khosla, CMO, Vi said, “Vi continues to drive the agenda to partner with top content providers to delight our customers with new propositions and cost effective offerings. With the opening of the economy and entertainment business, new content consumption models are emerging that allow users to watch single content for a specific price. Our innovative and partnership led content strategy has helped us adopt a telco-first approach for content monetisation in this hugely untapped market. We look forward to working with like-minded partners like Hungama Digital, to grow this segment.”

Speaking on the partnership, Siddhartha Roy, COO, Hungama Digital Media said, “Through our partnerships with international studios, Hungama Play offers its users the opportunity to watch the latest Hollywood blockbusters within a few weeks of their theatrical release, in a pay per view model. The integration of Hungama Play's transactional service with Vi Movies and TV will allow their users to explore and consume an extensive library of the latest Hollywood titles, giving them access to global entertainment on their phones. We have had a long and fruitful relationship with Vi and are certain that the latest association will expand the scope of on-demand services that can be offered to Vi users.”

The partnership between Vi and Hungama is designed with the objective of bolstering growth of digital ecosystem in India, and will allow Vi customers to access premium Hollywood movies. Some of the titles which will be showcased and will be available for Vi customers, as a part of this initiative are - Tenet, Joker, Birds of Prey, SCOOB, Aquaman, to name a few.

AR is an enhanced version of the technology that allows users to control, connect and interact with digitally generated images.

Eventually, the use of AR will keep increasing with the rise of the usage of smartphones. It can be experienced with handheld and personalized devices readily available with us. AR offers a customizable solution, real-time interactions, and accurate representations experience to users like never before. The transformation in buying patterns by consumers while accessing information and details of the product from any place at any point in time.

According to a survey conducted by the world's largest and most reputed agency, Research & Market stated that by 2026, both AR and 3D rendering markets would increase at a 38.4 percent CAGR and have a market value of US$ 172.8 billion.

Digital transformation has become critical for the success of any business and augmented reality plays an important part of this evolution. Augmented reality is currently being adopted by a number of industries that include retail, automobiles, healthcare, travel, manufacturing, real estate, gaming, and marketing to name a few. AR has many real-world applications for customers to experience and becoming an important technology for enterprises.

Shorya Mahajan, Co-Founder of Adloid says ,“AR experiences are the way forward for brands to create personalized memorable experiences for their customers. AR is going to disrupt ecommerce across all sectors. We at Adloid believe AR is particularly going to completely revolutionize how customers buy automobiles, home decor, eyewear, makeup, jewelry and other fashion products. Around 77.3% of ecommerce customers abandon carts, most of them do it because they are not convinced about the product. AR can alleviate this doubt by letting customers try the merchandise before they buy from the increasingly ubiquitous mobile phones. At Adloid, we have found that add to cart rates can improve from 10% to 25% with the use of AR, which is a huge win for both retailers and their end customers. AR allows companies to offer 3D product visualizations, virtual showroom and try at home experiences at the click of a button. We only expect to see this trend increase with more and more retailers embracing the technology. “

AR is a real game-changer and it's changing how people communicate and interact. Its impact across an array of different fields is likely to expand as the technology matures and develops, especially in the area of customer experience.

Launches interactivity for Colors fiction shows

A trend setter in Indian OTT Engagement & Interactivity, Voot offers the largest and most diverse interactive content experiences with 14 million Interactive players

Viacom18’s advertising-led digital arm VOOT has been at the forefront of creating the most diverse interactivity and engagement experiences for its users. With many categories first concepts, the leading OTT layer has unleashed the power of fandom and bridged the gap between the fans and artists. With 14 Million players engaging on the platform over the last year on immersive experiences like Fantasy League, Play-Along, Live Voting, Quizzes & Polls and Call for Entries, the interactivity on the platform is unparalleled in the category.

From the country's biggest reality shows to most popular fiction dramas, Voot has been at the forefront of non-fiction interactivity, truly building a dual screen experience. By creating unique and engaging experiences enabling fans to come on their favourite shows as well as empowering them by providing a platform to share their opinions through properties like Bigg Boss fantasy league and KBC play along, VOOT has garnered over a phenomenal 3Million interactivity entries. To further the engagement around its fiction content, the platform has now launched Interactivity for popular shows like Pinjara and Ishq Mein Marjawan, that has propelled the interactivity by 2X.

About amping up its interactive gameplay, Gourav Rakshit, COO, Viacom18 Digital Ventures, said, “In the past year, India’s transition from offline to online space has been significant and the category game changer is set to be interactivity which we believe is the future and the most significant edge held by OTT platforms. Leading the space with interactive solutions, VOOT has always been committed to bringing the best experiences for its users and curated experiences around our content is a step towards elevating the brand and content experience on Voot”

Having struck an emotional chord with its massive fan base, Ishq Mein Marjawan’s created interesting conversations around the lead couple, Riddhima and Vansh’s chemistry. Taking these conversations forward on digital and allowing #AsliFans and viewers to become a part of the show and interact directly with the lead stars, VOOT launched a UGC driven IP, ‘Shoot Karo Stars Se Milo*’. The UGC driven IP gives users a chance to re-enact their favourite couple’s best dialogues and moments. Pinjara Khubsurti Ka on the other hand drives engagement via a ‘Khelo Aur Jeeto’ contest format. One lucky winner gets an opportunity to interact with the star cast through a video call every week.

Appointment follows a year of global growth for the agency’s Brand practice

Edelman has appointed Ashutosh Munshi, the network’s Head of Brand for India, into the role of Head of Brand for Asia Pacific. In this capacity, Munshi will report to Edelman’s Global Chair of Brand and F&B, Megan Van Someren, as well as Stephen Kehoe, CEO of Edelman Asia-Pacific.

The appointment follows a year of growth for the agency’s Brand practice, both globally and in the region. In line with the findings of Edelman’s Brand Trust research, the regional leadership role aims to help brands reimagine how they earn consumer trust amidst a changing landscape. Munshi is tasked with overseeing the launch of new regional capabilities for the Brand practice, involving stronger integration and collaboration across Edelman’s strategy, creative, data and analytics, influencer, digital and public relations capabilities.

“As we look ahead at the new year and at the continuous shifts in consumer expectations, how brands behave matters more than ever before,” says Van Someren. “The time is now for brands to step up and put trust at the helm - and not just through communication, but through action and advocacy.

“We are delighted to have Ashutosh take on this new role, to which he brings over twenty years of experience integrating and delivering strategic, creative and insight-driven work. Work that achieves tangible and measurable business outcomes for client partners.”

Kehoe adds: “Our Brand Practice at Edelman continues to lead the industry. Whether it is Adidas in China, GSK in Australia, Oatly in Hong Kong or PepsiCo in India, our Brand team in Asia-Pacific continues to produce award-winning work for our clients.

“As a testament to our talent and commitment to grow from within, I am proud to see Ashutosh now take the lead in launching new regional capabilities for our Brand practice, setting the bar higher in areas of brand obsession, curiosity and excellence.”

An industry and Edelman veteran, Munshi joined the firm 18 years ago and has worked in its Mumbai, London and New York offices during this time. As Head of Brand for Edelman India and Regional Client Lead on the Unilever business, he has led the market’s Brand and Creative teams on the creation of new communications products for authentic influencer marketing, brand campaign risk assessments and the firm’s earned creative capability.

“This year has seen a paradigm shift in how brands need to communicate and engage with consumers and society at large,” says Munshi. “At Edelman, we believe that it has become even more critical for brands to navigate these changes, in order to earn attention and play a larger role in society. This involves adopting a marketing approach reset that places action at the core, striking the right tone with earned-centric creative ideas, and using trusted voices and credible peer channels. I look forward to bringing this thinking to our clients across the Asia-Pacific region.”

Throughout his tenure at Edelman, Munshi has led teams and work win industry honours in the areas of Public Relations (Campaign India, Campaign Asia, Sabre Awards), Creativity (Cannes Lions, Spikes Asia, Tambuli) and Creative Effectiveness (Effie Awards). He has been recognised by industry bodies for his talent and expertise, serving as a Cannes Lions panellist and juror at Marketing and PR awards, including the APAC Effie Awards. He has also been named in Reputation Today’s ‘40 under 40 List of Communications Professionals in India’ and The Holmes Report’s 2016 ‘Innovator 25 Group’ in Asia-Pacific.

Rakesh Thukral, Managing Director of Edelman India, adds: “Under Ashutosh’s leadership, we have developed a brand marketing offering in India that delivers creative solutions to earn attention and trust, and therefore drive true impact for our clients. With his expanded role, we look forward to taking this vision to the next level, in India and across the region.”

Tuesday, 23 February 2021 00:00

MX Player's Aashram Wins Big This Award Season

· The riveting series bagged the Landmark OTT Show at the 20th Indian Television Academy Awards 2021

· Bobby Deol won Best Actor - Web Series for Aashram at the Dadasaheb Phalke International Film Festival 2021

Marking national-award winning filmmaker Prakash Jha’s foray into the world of web series’ - MX Original Series Aashram staring Bobby Deol, saw huge success for both Part 1 and Chapter 2: The Dark Side. After receiving a great response from the viewers, Aashram has now been critically acclaimed and has gone on to win two iconic awards this season, bagging the Landmark OTT Show at the 20th Indian Television Academy Awards 2021 and Bobby Deol won the Best Actor - Web Series awards at the Dadasaheb Phalke International Film Festival 2021.

Commenting on the wins, Prakash Jha said, “On behalf of my team of actors and technicians, I would like to thank the ITA 2021 for recognizing Aashram as a landmark series and I feel happy for Bobby for having won the Best Actor award at DPIFF. The show mirrors the blind faith that innocent people unwittingly succumb to and the story, powered by brilliant performances struck a chord with the audience.”

Speaking about his win for Best Actor – Web Series at the Dadasaheb Phalke International Film Festival Awards 2021, Bobby Deol said, “I am grateful to Prakash Jha that he saw me as Baba Nirala and gave me the opportunity to grow with it. Getting into the character of Baba Nirala has been a life changing experience and being recognised for it is the most amazing feeling in the world. I had faith that it will be big, and MX Player gave a much-needed platform that it deserved".

Gautam Talwar, Chief Content Officer, MX Player concluded saying, “As a platform, we believe in curating stories across varied genres that connect with the vast and diverse audiences of the country. With Aashram, we are proud to have introduced our viewers to premium entertainment at such scale, that has set a new benchmark of viewership in the OTT ecosystem and wins like this further fuel us to continue bringing compelling stories to the digital screen”.

The Indian Television Academy Awards is an annual event organised by the Indian Television Academy to honour excellence of Indian Television; this is the first year they have introduced awards in the OTT space. The Dadasaheb Phalke International Film Festival is a unique platform to honour and encourage the most creative Artists, Creators, filmmakers in the Entertainment & Film Industry.

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