24 January 2022 13:42



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In the interview below, Scott Rose, Executive Director for New York Festivals Advertising Awards discusses his thoughts on NYF’s stance on not awarding NGO work, how this initiative came about and how NYF will continue to honor work that saves the world.

Q - Why did you initiate NYF’s Advertising Awards (NYFA) controversial stance on not awarding NGO work?

Scott Rose: We’re not tone deaf to the state of the world and are appreciative of, and often in awe of, the creative use of media to create awareness and catalyze positive action. We will celebrate that amazing work, we’re just not awarding it in our competition. We recognize that brand work constrains the creative team due to managing the client's brand image and appetite for bolder, more divisive ideas. This is why we've decided NYFA judges will only judge brand work that has to move people to move business.

Q - This is a gutsy move, who stands to benefit most from this position and why?

Scott Rose: I wouldn’t frame this as a case of “winner/loser” or finding an angle of “benefit” and “advantage” in the move for us or for any of our entrants. It’s about narrowing our focus. Every competition has its “voice” and goal of awarding as much great work, as possible. There’s a place for all of us, but to make things clear for our clients about who we are, we’ve decided to focus on the work creatives, agencies, and in-house agencies are creating for commerce under the confines of restrictions and limitation placed on them by the client.

I like going to Target or Walmart for the abundance of selection as much as anybody, but when I want handcrafted, elevated quality, I go into Manhattan and over to the specialty store where they do one specific thing with high care and craft. We organize competitions and build world class juries with high care and craft for work done to move business.  

Q - What does New York Festivals Advertising Awards hope to achieve with this initiative?

Scott Rose: There is no shortage of societal and global issues that need to be addressed and the people who have the megaphone and are steering the ship to tackle these issues are true heroes. But we're narrowing the competition's focus. With so much attention, rightfully, on societies’ issues, the ‘lift’ is even harder for brands, and we want to acknowledge that and make a fair lane for that work to compete.

The NYFA jury will be looking for the insight and creative execution that does the unexpected in telling important stories to build damn good brands and move the product which keeps the client happy and the economy churning.

Q: Will this initiative result in less entries and if so, how will the competition make up for the potential loss of income?

Scott Rose: We listen closely to our entrants and especially our Executive Jury Members about the state of the industry and we felt this was the right move for us and our entrants. Those same wonderful people have helped us carve out new lanes for the exciting, ever-changing landscape of advertising today. For 2022 we’ve launched The Future Now category group to shine the spotlight on work that uses technology to provide an innovative approach that leads to a more engaged consumer experience. New categories include Generative Creative, Altered Reality, Decentralized Tech, Best Innovation, and Crypto Product & Service Advertising. We’re also creating a separate lane for sub-50 person agencies to compete, as well as one that addresses the unique type of work for introducing a Start-up to the world. We’ll be continuing our partnership with the FQ/ANA for The See Her Lens Award and introducing a DE&I board which will be advising us as well as acting as a jury for three specialty awards, we’ll be announcing soon.

Q - What about creative work for brands created to help the world? Is there a place for them?

Scott Rose: Absolutely. Work that can move business and shine a light on a problem in society or effect change is in a league of its own, which is why we created a lane of its own in NYFA 2022, as well. The category group is called PUPOSE. I think that says it all.  

I mentioned earlier that we will still be “celebrating” NGO work, just not awarding it with our jury. This is where our continued partnership with the incredible, philanthropic organization the G100, and the G100 category group comes into play. And before anyone calls us hypocrites, all the G100 work will judged by three of that organizations “Geniuses”, and the entry fees will be donated to The Himalayan Cataract Project.  There will be a showcase of all of the G100 entries to celebrate the wonderful creativity being done in the NGO space.

Q - What sort of feedback have you heard?

Scott Rose: 2021’s Executive Jury President, Ralf Heuel, CCO &Partner, Grabarz & Partner, Germany commented:“What a great and bold initiative. I can't tell you how proud I am of the NYF. This is really a great signal to the industry. It will lead us to look at what we really are and what we are capable of doing. And to be proud of it.  And it's not going to continue to channel the energies of agencies into a parallel universe where there's anything to be won by whatever-it-is for this planet. And that's why it will make advertising better. More credible. More truthful. Because creative brands will take their cues from other creative brands again.”

ZEE Ganga sizzles with star-studded line up of Chintu Pandey, Paakhi Hegde, Rinku Ghosh, Kajal Raghwani, Rani Chatterjee and more in Bhojpuri’s first non-scripted reality show Memsaab No.1, Season 10

The upcoming show will witness 16 contestants compete against each other to win the most coveted title in first non-scripted reality show in Bhojpuri entertainment 

Stay tuned to ZEE Ganga from 17 January, every Monday to Friday at 6:00 PM

Soon after the announcement of the 10th Season of its non-scripted reality show, Memsaab No. 1, Zee Ganga, unveils the names of the show’s esteemed judges. The channel has roped in none other than superstar actresses Pakkhi Hegde and celebrated cine-drama queen Rinku Ghosh as the judges for the season who will guide contestants in every step over 13 weeks while sharing their experiences with them. Adding elements of drama to it, the channel will also introduce ChamkiBhauji who will enter the villa at occasions and give a pep talk to the contestants, test their patience and challenge them at every step for 13 weeks and help them hone their skills in their bid to take home the most-coveted title of being of Sarv Gunn SampannBabuni. Hosted by none other than audience’s favorite, the very charming and charismatic Chintu Pandey, the show is all set to premiere on ZEE Ganga from January 17 every Monday - Friday at 6pm.

Memsaab No. 1, starting January 17, will host 16 talented female contestants who will share their abode for 13 weeks at Ganga Villa. The contestants will be judged through several tasks and how they conduct themselves in different situations over 13 weeks. The contestants will be judged by the jury members Pakkhi Hegde and Rinku Ghosh, who in addition to delivering blockbuster hits in Bhojpuri movie have also performed in Bollywood movies. It will be interesting to see these renowned names from the world of Bhojpuri entertainment judge the behind-the-scenes power dynamics and relationships between contestants at every step, in the Villa, as they compete to become the Sarv Gunn Sampann Babuni.

With exciting tasks and competitions, the show also promises to host a special competition Thumka Lagaoo, where contestants will bring some fun with their dance performances. Scheduled for every Thursday, the special segment will welcome celebrity guests from Bhojpuri fraternity, who will accompany judges to encourage the contestants. These include the ravishing actress Rani Chhaterjee, the charming Nissar Khan and the beautiful Kajal Raghwani amongst the celebrity guests who will be a part of this show and join the team of Memsaab No. 1 in special episodes.

Amarpreet Singh Saini, Chief Channel Officer, Bhojpuri Cluster, ZEEL said, “Having entertained audiences over nine seasons, the onus lies on us to add more fun and challenging tasks for the contestants to make the show a fascinating one for the viewer. While the show remains the same, the format has been renewed with non-scripted reality as an integral part of this season to make the competition an experience worth being a part of. Add to that, having popular names as our judges and celebrity guests further adds to the glitz and glamour that the show brings with it. We welcome them on board and look forward to set a new benchmark with season 10 of this reality show.”

Saturday, 15 January 2022 00:00

Banijay Shines Light on New Year Portfolio

Banijay, the world’s largest independent home to the best creative talent and IP, announces a stellar line-up of programmes launching in early 2022; all available to international broadcasters for adaptation or acquisition.

Banijay’s Creative Networks is showcasing premium entertainment, quiz and dating with Starstruck, Limitless Win, The Language of Love and Pride and Prejudice: An Experiment in Romance; all premiering globally for the first time this year.

Meanwhile, Banijay Rights has a premium slate of scripted content for distribution with Peaky Blinders, SAS: Rogue Heroes, Screw, Chloe, Riches, The Good Karma Hospital and Grantchester, all among its 2022 highlights.

Elsewhere, other Banijay scripted titles coming up in 2022 include Playlist (Yellow Bird for Netflix), The Bride (Endemol Shine Italy and Rai for Rai1), The Rig (Wild Mercury for Amazon and Todo Por Lucy, a modern version of beloved comedy series I Love Lucy, licensed from ViacomCBS and developed and produced by Endemol Shine Boomdog and Elefantec Global for Amazon.

James Townley, Global Head of Content Development at Banijay, says: “It’s wonderful to start the year knowing we have such a spectacular line-up of brand new formats making their international debuts. With a mixture of entertainment, fun and jeopardy at their heart, we hope to putting smiles on everyone’s face. Continuing their popularity with viewers around the world, we look forward to pitching this new generation of formats to buyers across the globe.”

Cathy Payne, CEO of Banijay Rights, says: “There is always an appetite for exceptional scripted programming and we are incredibly excited to once again be offering the market the very best content out there. These highly-anticipated series are produced by award-winning production companies, with visionary talent, both on and off-screen, ensuring these amazing dramas are rich in action and distinction.”

Headlining the entertainment format slate is Starstruck from UK label Remarkable Television for ITV, which sees ordinary members of the public, teamed as trios, perform live as their favourite superstars; and from third-party producers Hello Dolly and Mitre Studios, Limitless Win, a prime-time quiz show with the world’s first-ever limitless jackpot, launched this weekend on UK broadcaster ITV, ranking number one in its slot, across all demos.

Fresh and funny relationship reality format The Language of Love, from third-party producers 2LE Media, Motion Content Group, along with Banijay Iberia’s Zeppelin, launched on UK broadcaster Channel 4 last week, with a group of Brits and a group of Spaniards pairing up at a dreamy Spanish country estate to see if they can find romance… despite not speaking each other’s language. Also in the relationship genre is Pride and Prejudice: An Experiment in Romance, from Endemol Shine North America and Banijay UK label Shine TV, a new series for Peacock, where contestants are transported to Regency-style England, with a group of eligible suitors attempting to win the heart of a heroine and her court.

Banijay Rights is headlining with high-end scripted programming. BAFTA award-winning Peaky Blinders is returning for its sixth and final series this year. One of the BBC’s most successful dramas, the series has become a huge international phenomenon, thrilling millions of viewers worldwide with the story of Tommy Shelby and his notorious family’s rise to prominence and power, against the backdrop of working class, post-First World War Birmingham. Written by Steven Knight, the series from Caryn Mandabach Productions, is co-produced with Tiger Aspect Productions.

Produced by Kudos, a Banijay UK company, and Nebulastar for BBC One, SAS: Rogue Heroes is generating international broadcaster interest and has already been acquired by premium US network EPIX. Written by Steven Knight, the series is a dramatised account of how the world’s greatest Special Forces unit, the SAS, was formed under extraordinary circumstances in the darkest days of World War Two. Based on Ben Macintyre’s best-selling book of the same name, SAS: Rogue Heroes stars Connor Swindells (Sex Education, Vigil), Jack O’Connell (Skins, The North Water), Alfie Allen (Jojo Rabbit, Game Of Thrones), Sofia Boutella (Modern Love, Atomic Blonde) and Dominic West (The Wire, Appropriate Adult).

Meanwhile, Banijay Rights is representing prison drama Screw. Produced by STV Studios for Channel 4 and told through embattled and inspiring characters, this drama focusses on the officers at Long Marsh men’s prison. In charge of C-Wing is Leigh Henry (Nina Sosanya), a career officer who would do anything for her prisoners – but she has a secret that if discovered, could cost her the job – and even her liberty. Original psychological thriller Chloe, a mystery about obsession, deceit, identity and grief from Mam Tor Productions for BBC One and Amazon Studios, also features among Banijay Rights’ titles. From creator and writer Alice Seabright (director, Sex Education), Chloe stars some of the UK’s hottest young acting talent including Erin Doherty (The Crown), Billy Howle (The Serpent), Pippa Bennet-Warner (Gangs of London) and Jack Farthing (Poldark).

Other new scripted titles include Riches, a high-stakes family drama created and written by Abby Ajayi and produced by Greenacre Films for ITV and Amazon Studios, Tiger Aspect Productions hit drama The Good Karma Hospital also returns for a fourth season for ITV and Acorn TV, while Grantchester – the popular series from Kudos for Masterpiece PBS and ITV – will air its seventh season, with Robson Green returning as DI Geordie Keating and Tom Brittney as Reverend Will Davenport.

These new titles join Banijay’s 120,000-hour catalogue, which comprises flagship brands MasterChef, LEGO Masters, Big Brother, Survivor and Hunted alongside scripted finished tape hits Mr Bean, Home and Away and Archer.

Zee Punjabi, celebrates its second anniversary today, 13th January (2022)

In recognition of this momentous occasion, MediAvataar India caught up with Rahul Rao,Chief Channel Officer, Zee Punjabi to find out about the past, present and future of India’s one of the most loved channels

1.How has been the overall growth journey of Zee Punjabi so far?

The journey has been extremely enriching and rewarding from the best in class launch to reaching milestones like the number 1 Punjabi language channel in urban Punjab ( spiritual/ religious content excluded), to being the no.1 reach platform in Punjab to even achieving slot leadership in fictions… the people of Punjab have showered us with so much love and warmth that we feel a greater than before sense of responsibility to continue to provide them with best in class entertainment. While there have been challenges posed by the pandemic that the entire world has been dealing with but we’ve persevered buoyed by our inherent Punjabi Jazba and all the love and warmth of our viewers to ensure we provide non-stop entertainment

2. What things you keep in mind while formulating the marketing strategies considering the audience is from regional heartland ?

The one thing we will focus on when the pandemic abates is reaching our viewers directly and engaging with them intimately, we have thus far been restricted to engaging with them through our screens and online only, and have missed out on activations and engagements across the length and breadth of the state. Additionally, we want to focus on giving the viewers a real touch and feel of our brand and reach their doorsteps through our engagement activities similar to the way we have reached their hearts through our stories.

3. As the first Punjabi GEC channel how has been the response from national brands ?

The response has been encouraging with several large national brands choosing to advertise with us and be our partners. Our endeavour is to continue to build on our reach leadership in the market and be the platform of choice for all advertisers who want to reach our viewers.

4. Being a Punjabi GEC channel please elaborate on the consumer engagement campaigns done in the year ?

We have been a responsible corporate and marketeer and engaged with our viewers largely remotely, our campaigns have been focused on building our reach and getting more and more people on our platform on the back of a strong content sizzle and authentic and relatable stories. Going ahead in addition to the same we will be doing brand campaigns to build greater affinity for the brand

5. What can we expect from Zee Punjabi in 2022? / Expansion plans for 2022?

You can expect continued best in class entertainment be it fictions, non-fictions, movies and music from us as we launch some new fictions, non-fictions and premiere big Punjabi blockbuster films. We are constantly working on upping the ante as far as our content and production is concerned and will continue to do so.


WhatsApp becomes the most used app - As per Axis My India January CSI Survey

53% engage with television for news/latest updates while Facebook (26%) and YouTube (21%) forms the second and third most used apps

· Over 10563 people surveyed 71% is from rural India while 29% is from urban India

· Overall household spending has increased for 59%, majorly in Northern regions, 3% dip from last month

· Highest ‘steady’ spends (33%) in essentials and lowest ‘increased’ spends(14%) in non-essential spends in the last 5 months

· Surge in steady spends in health-related items for 40% families, drop by 2% from last month

· Increased media consumption for a majority of 25% of families, Net Score improves from -4 to +1

· Mobility more or same for 91% families, going out the same for short vacations, malls, restaurants etc

· Combined 58% engage with Digital apps / Websites + Social Media and 53% engage with television for news/latest updates and 37% with news paper

· 52% believe that the economy might get affected by the new variant- Omicron

· Majority, 82% believes efforts should be made to provide vaccine booster dose to people. The Government recently announced a phase wise booster dose plan.

· WhatsApp voted as the most frequented app (view of 31%), followed by Facebook (26%) and YouTube (21%)

· 71% believes that 2022 will be much better than 2021

Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The month of December reveals that a combined 58% engage with Digital apps / Websites + Social Media and 53% engage with television for news/latest updates. WhatsApp, Facebook, YouTube and Instagram are some of the most frequented apps my consumers with WhatsApp topping the last. Moreover media engagement in general has increased for 25% of the families, highest in the last three months.

The January net CSI score, calculated by percentage increase minus percentage decrease in sentiment, was up to +10, from +8 last month

The sentiment analysis delves into 5 relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.

 This month, Axis My India’s Sentiment Index also probed deeper to understand consumer preferences in terms of news consumption and frequently used digital applications. Finally, the January survey also revealed consumers thoughts on 2022.

The surveys were carried out via Computer Aided Telephonic Interviews with a sample size of 10563 people across 36 states. 71% belonged from Rural India while 29% belonged from urban counterparts. In addition, 64% of the respondents were male while 36% of the respondents were female

Commenting on the December report, Pradeep Gupta, CMD, Axis My India, said, “While the new year brought along hope and optimism for a better 2022, consumers purse strings suggest otherwise. The lowest dip in non-essential spending is a proof that consumers are curling back to apprehensions triggered by the new variant of the virus and also hoping for a booster dose, something which has recently been announced by the Government.

Moreover, the higher preference of web for seeking news only reflect the gradual change in media consumption behaviour owing to consistent lockdown experienced by consumers in the last two years. In addition, the inclination towards WhatsApp, Facebook and YouTube reflects an evolved and unconscious mode of conversing, converging or consuming dialogue/information/media. “

Key findings:

· Overall household spending has increased for 59% of families which reflects a 3% decrease from the last month. While this increase is majorly reflected in the Northern part of India, the net score is at +50, reflecting the dip in net score by 1 percentage point for 3rd consecutive month.

· Spends on essentials like personal care & household items has increased for 47% of the families showcasing a surge in the Northern part of India. Spends however remain the same for 33% of the families (the highest in the last 5 months). The net score which was +27 last month comes down to +26 this month.

· Spends on non-essential & discretionary products like AC, Car, Refrigerator has increased for 14% of families, indicating the lowest percentage in the last 5 months. Expenditure nevertheless remains the same for 78% of the families indicating the sentiment of people living in Southern part of India. The net score is stagnant at +6 as last month.

· Consumption on health-related items more or less remains the same for 43% of the families, while a surge is witnessed among 40%. In comparison to last month, while the ‘increase’ in consumption represents an overall dip by 2%, the ‘same’ consumption reflects an overall surge by 2%. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value of -23, which was at -25 previous month.

· Consumption of media has increased for 25% of the families reflecting an increase of 3% from the last month and the highest in the last three months. This surge is reflected among 18-25 YO in Eastern part of India. Consumption remains the same for a majority of 51% families. The overall, the Net score of this month is at +1 as compared to -4 for the previous month.

· 85% families said that they are going out the same for short vacations, mall and restaurants as compared to 81% of families last month. Only 6% of families recorded increase in outgoing activities while 9% reported reduced mobility. The overall mobility score which was at -5 last month is at -3.

On topics of current national interest:

· Axis My India further assessed consumer’s sentiment on their information/news seeking habits. A majority of 53% said that they prefer engaging with television for news/latest updates. These reflect the view of 36-50 YO. A secondary favourite seems to be Newspapers representing the view of 37%, showcasing the choice of 35-50 YO from Western part of India. However, interestingly, a combined 62% of 18-35 YO seems to prefer Digital apps / Websites + Social Media as their number one choice for news consumption. This unravels a potential trend of looking at television and digital mediums as mediums of seeking information along with entertainment.

· Gauging concern regarding the new variant of the virus, 52% believe that the opening up of the economy will get affected by Omicron, while 23% (each) is unsure of its impact on the economy or is of the view that the economy will remain unaffected. In addition, a majority of 82% believes that with regards to the upcoming virus variant, vaccine booster dose should be given to the countrymen instead of exporting vaccines to other countries.

· Exploring consumer’s app preference, Axis My India December survey delved deeper to understand most frequented interfaces. The findings revealed that WhatsApp was the most used app (view of majority, 31%), followed by Facebook (view of 26%) and YouTube (View of 21%). In addition, when consumers were asked to share their preference in terms of Top 1, Top 2 and Top 3 apps choices, it was learnt that ‘Whatsapp (42%) is the number ‘one’ choice while Facebook (34%) and YouTube (27%) denotes the choice of top ‘three’ apps. Moreover YouTube (25%), Facebook(17%) and Instagram (17%) reflect the top ‘three’ choices of consumers in terms of most frequently used applications

· Finally, Axis My India was delighted to report that a massive majority of 71% strongly believes that 2022 will be much better than 2021 on an all-encompassing basis.

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