23 November 2020 21:55

MediAvataar's News Desk

MediAvataar's News Desk

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The Russian Direct Investment Fund (RDIF), Russia's sovereign wealth fund, and the Gamaleya National Center for Microbiology and Epidemiology, supported by international partners, are launching a campaign across all major social media platforms to provide up-to-date information and raise awareness about the Russian COVID-19 vaccine around the world. The campaign will use #SputnikV hashtag.

The social media campaign will focus on progress of #SputnikV clinical trials, production and mass vaccination in different countries. During the campaign, the Gamaleya Center scientists will tell the story behind the technology and creation of #SputnikV vaccine, while people who received the #SputnikV inoculation will share their personal experiences and thoughts.

#SputnikV social media channels will also become the main platform for exclusive delivery of major news about the vaccine, publication of latest data on the number of people vaccinated and vaccine production data. The channels will also carry live events with major announcements and expert commentaries.

#SputnikV is the world’s first registered vaccine based on a well-studied human adenoviral vector-based platform. It currently ranks among top-10 candidate vaccines approaching the end of clinical trials and the start of mass production on the World Health Organization’s (WHO) list. Russia submitted applications to the WHO for accelerated registration and prequalification of #SputnikV.

The ongoing #SputnikV post-registration clinical trial in Russia involves 40,000 volunteers. Clinical trials of #SputnikV have been announced in the UAE, India, Venezuela and Belarus.

Kirill Dmitriev, CEO of the Russian Direct Investment Fund, commented:

“Our social media campaign will focus on providing up-to-date information about our vaccine effort for global audience but beyond that it also aims to give mankind hope that they will soon be able to break free from the COVID-19 pandemic and go back to normal life without lockdowns and facemasks. In this life people will again be able to meet friends, go out to museums, theaters and restaurants as well as travel to different countries. Businesses will again stay open providing jobs that guarantee wellbeing for employees and their families. We invite all people in different countries to join our campaign and support our #SputnikV vaccine effort”.

Bowery Awards Jury Judges Entries from 31 Countries Worldwide

New York Festivals® Bowery Awards, celebrating independent creatives in the commercial landscape, announced the 2020 competition Finalists.

Entries submitted from 31 countries around the globe were thoughtfully reviewed by the Bowery Awards international Grand Jury in the following category groups: Audio/Radio, Film Craft/Motion Video, Design, and Quarantine Content. For Grand Jury selected 229 entries to advance as Finalists.

“We were thrilled with the response to the inaugural Bowery Awards and the extraordinary caliber of the submissions. This first year of the Bowery Awards received submissions from a robust number of countries around the world, some which typically do not enter,” said Scott Rose, Executive Director of The Bowery Awards. “The goal of the competition was to shine the spotlight on Freelancers and put their work of in front of a world class jury that includes Advertising Hall of Famers, Founders, Artists, Movie Producers, and others recruited from a wide cross-section of creative fields,” said Rose.

2020’s Bowery Awards entries are judged by two award-winning multi-disciplinary juries, the Grand Jury and the Executive Jury. All entries achieving Finalist status were selected by the Grand Jury. Finalist entries then progress to the medal round. The Bowery Awards Executive Jury will determine the Gold, Silver, and Bronze winners as well as Grand Award winners and Best of Show.

Advertising Hall of Fame Recipient and Executive Jury member Carol H. Williams will review all of the ‘Together For Better’ work. The special category accepts work in each category group that promotes unity and diversity. Ms. Williams will select the winning entry that will receive the Carol H. William ‘Together For Better Award’.

“The Bowery is infamous for being a hotbed of creativity and culture. A place where mavericks and free thinkers met, collaborated, and developed work that would eventually escape the city streets and influence the world. Honoring that spirit, The Bowery Awards is a competition for today’s creatives working independently in the commercial landscape. Because of the Bowery Awards statement, I was honored to lend my name to such a special award,” said Carol H. Williams, Owner, President, CEO & Chief Creative Officer, Carol H. Williams Advertising.

The Bowery Awards Grand Prize winners will receive a customized trophy, expedited vetting process for FIVERR PRO and $1000 dollars in AdVenture Media Group services.

All Bowery Awards winners selected by the 2020 jury panels will be showcased on a curated winner’s gallery on the Bowery Awards website that will include contact information allowing companies, clients, and representatives to contact the independent creators' whose work resonates with their needs.

All proceeds from the 2020 Bowery Awards were donated to Feed the Frontlines NYC.

To view the 2020 Bowery Awards Finalists, visit: HERE.

The 2020 Bowery Awards winners will be announced in late November.

ALTBalaji remains resilient despite limited new show releases

Balaji Telefilms Limited, India’s leading media and content powerhouse, today announced its financial results for the second quarter and half year ended 30thSeptember 2020.

 ALTBalaji’s continues to go deeper into mass India and saw good success during the quarter to improve consumer retention and push deeper engagement of library. Watch time grew on the platform despite only two new show launches and consumers slowly getting back to work and other social commitments. Total revenue for ALTBalaji at Rs 14.7cr for the quarter and Rs 29.6cr for H1 FY21. The total library of original shows available on ALTBalaji was at 65, and the pipeline for new shows getting much stronger, with production resumed across multiple shows.

Balaji Telefilms TV content production has slowly restarted following necessary health and safety precautions. 6 shows were on air during the quarter and the Company is expected to launch two new shows in the coming quarter.

Movie business had very limited activity and the Company completed the sale of digital rights of Pagglait to Netflix. Given the uncertainties around theatrical reopening the Company is exploring more such direct to digital sales for its movie portfolio.

Mrs. Shobha Kapoor, Managing Director, Balaji Telefilms Limited said, “This quarter we took steps to restore our content production activity and have slowly returned to more normal levels of TV content production. The teams are adapting to the new processes of shooting and I am confident we will adapt quickly given our strength and successful track record. Our digital businesses had limited fresh content during the quarterbut we have managed to get better engagement using our library of over 65 original shows. We will soon restart adding more shows to platform as shows are ready for launch. Overall some of the cost optimisation programs initiated should continue to allow us to see strong profitability as our operations return to pre-COVID levels.”


· TV content production recommences with 176.5 hours of content produced during the quarter. 6 shows on air during the quarter and two new shows in the pipeline

· ALTBalaji’s continues to go deeper into mass India and the focus this quarter was to improve retention and push deeper engagement of library given limited fresh content was released

· Total library of original shows available on ALTBalaji at 65, pipeline for new shows getting stronger and production has now resumed. Company has announced an exciting line up of shows for the coming festive season

· Revenues from ALTBalaji’s partnership with Zee5 recommenced in the quarter as 2 shows are shared across the OTT platforms

· Sale of movies to digital platforms completed and work has restarted on projects for the coming year. Confirmed projects include Ek Villain2 and K Tina. Additional movies to be announced later in the year



 · Income from operation up 123% QoQto Rs 78.3cr

· EBITDA loss reduced to Rs 12.4cr vs Rs 26.3cr in Q1FY21

· Net loss after tax reduced to Rs 19.5cr vs Rs 27.9cr in Q1FY21

· Balance sheet remains strong with good liquidity - value of investments at Rs 219 cr (as of 7 November 2020)

The dark comedy thriller, with a message for the youth, is all set to have audiences on the edge of their seats

ZEE5 Global, the largest OTT platform for South Asian content, today released its first Bangladeshi Original, Mainkar Chipay. Directed by internationally acclaimed young film maker Abrar Athar, the short film is a situational thriller and dark comedy starring Afran Nisho, Sariful Raz and Shamol Mawla.

The edgy thriller will also see the three actors share screen space for the first time. The movie showcases Afran Nisho in an entirely new avatar as he drags Sariful Razz, an addict and Shamol Mawla, a peddler into a ‘Mainkar Chipay‘ situation. The film has an entertaining and intense storyline which also shows how drugs can lead people into a deadly trap, and is sure to be loved by its audiences.

Shot in a minimalist format, the film was completed in just four days across four locations during the lockdown, adhering to all the necessary guidelines. Apart from having an interesting script and extremely quirky characters, the film has been given a unique treatment using camera lenses from the ‘60s to create an indie retro look.

All the characters have a very strong presence and it was important to treat the movie with a minimalistic approach to bring out their nuances. Making this movie within this time frame would have been a challenge if not for the support of the ZEE5 Global team. Mainkar Chipay is not just an entertaining thriller, it is also a story about not falling prey to addictions that make you weak and lead you into difficult, no-win situations ie. Mainkar Chipay.” said Abrar Athar.

Afran Nisho said, “Mainkar Chipay is a new genre, a dark comedy with a very interesting plot and lots of suspense. All three characters are strongly defined and quite different from one another. I’ve played this kind of character for the first time, and I enjoyed developing his character and even his look little by little. I would like to thank ZEE5 Global, The Good Company and the entire team of Mainkar Chipay who have worked extremely hard to create this show which I’m sure the audience would love to watch.”

Sharing his experience Sariful Razz said, “It was my first time working with this team and it was a great experience collaborating with such creative minds. I’m thrilled that audiences around the world, especially younger audiences, will get to experience this dark yet relatable movie”

“The movie very rightly captures things that can go wrong when one gives in to their addictions. Say no to drugs if you want to avoid getting into a Mainkar Chipay!” said Shamol Mawla.

Mainkar Chipay is the first of four Bangladeshi originals that ZEE5 Global will launch over the next few months, with more content in the pipeline

Many brands use purpose to connect more deeply with consumers. Yet with the best of intentions, some brands miss the mark. How can brands avoid these mistakes?

Not so long ago it seemed quite straightforward for companies to align with a good cause. Corporate social responsibility meant giving back in some way. For many companies it was a way they could drive their reputation and give their employees the opportunity to contribute to a worthy cause. It was a win-win.

But in recent years, expectations of brands have changed. Even before the global pandemic a shift was well underway in the world of brand marketing. Brands were emerging with social and environmental values built into them. Purpose was no longer a box to tick in corporate communications; instead, it entered the marketing mix, becoming more prominent in brand advertising. For example, take the household and personal care brand Seventh Generation. Whilst this is not a recent start-up, they have been on a mission to create a more healthy, sustainable, and fair world since their beginning. Their name originates from an Iroquois philosophy to think about the impact of what you are doing on the next seven generations ahead.

These emerging brands seemed to tap into something missing from many established brands. An authentic and ‘human’ dimension, with a higher purpose than simply making money. Their values and messaging resonated strongly with consumers. Not be outdone, many existing brands spotted this and started to acquire a purpose too. Nike is one example, with their recent ‘Just Do It’ re-launch – championing the cause of minorities in sport or challenging female stereotypes.

In many ways the current pandemic seems to have cemented this shift. Kantar’s recent Global Business Compass study (4,500 organisations the world over) shows 34% of businesses plan to play an increased role in supporting society. And the business benefits go beyond altruism; an analysis of the BrandZ database from 2006 to 2018 showed that brands with a strong purpose grew their value by 175%, more than double that of brands with weak purpose.

Beware the pitfalls of purpose

You might think brand purpose is now an obvious thing to do, but not so fast. Some other brand purpose examples have drawn equal attention for all the wrong reasons. Two examples spring to mind – Pepsi and MasterCard:

The Pepsi example is well-known, but worth revisiting. They used Kendall Jenner in an ad designed to address social unrest and protest, particularly around black lives matter. Viewers slammed the simplistic portrayal of the issues in the ad, and the implication that all could be well if we just shared a Pepsi. Pepsi pulled the ad almost immediately and apologised. But the ad is still remembered by many.

Embarrassing too was Mastercard’s attempt to address child hunger by pledging to donate when Lionel Messi and Neymar Jr scored goals in the 2018 World Cup. It generated a huge out-cry and was labelled ‘disgusting’, with some likening the effort to the Hunger Games.

Both examples show that simply declaring that your brand is purposeful won’t win you points with consumers. Once ‘purpose’ becomes part of the marketing mix, a new set of expectations arise. Fail to deliver on the purpose authentically, and people will likely perceive that you are co-opting a cause to help you promote and sell things for your brand. So how can brands manage this?

Getting purpose right

To avoid failure with purpose, brands should ask themselves three things:

Is the purpose genuine? Social media has brought transparency. Any disconnect between a brand’s intention and its behaviour will be publicly called out, as we’ve just seen. This is fundamental. If you can’t genuinely act on your purpose, don’t do it.

Does the purpose make sense? For an established brand, jumping on an unrelated social or environmental cause is confusing. The purpose must make sense with what consumers are looking for in relation to brand choice. It has a to meet a need in the category. For example, Patagonia’s purpose makes good sense. They’re all about outdoor gear, so it therefore seems natural for them to care for the environment. Their purpose and everything they do to support the environment adds value to the consumer’s brand choice.

Does the purpose ‘fit’ with the brand? Consumers may not always come out and say it, but they certainly know intuitively when a purpose just doesn’t feel right. Whether it’s the cause, the tone or the execution, something about it just feels awkward.

This last point is often the most challenging, because it involves emotion – to get it right, you must understand how people truly feel about your brand and about the cause you’re championing.

Back to basics

All too often brands default to stereotypical expressions of purpose. For example, purpose advertising often adopts a ‘caring’ tone, as seen recently in a lot of pandemic advertising. The advertising then starts to all look the same regardless of the brand – and people tune out. Executed this way, brand purpose does nothing for differentiation or clarity in the brand’s positioning.

And herein lies the challenge. There are a lot of ways a brand could talk about purpose. Take Ben & Jerry’s - they are famous for taking on environmental and social causes without losing their sense of humour. Their causes are serious, but they don’t overshadow the brand, which is all about light-hearted fun as appropriate for the ice-cream category. This elegant ‘fit’ between brand and purpose comes from knowing your brand at a deep level and being consistent in your execution. It is a classic brand strategy process.

Kantar is proud to launch NeedScope for Purpose, which gives you the process you need from which to develop effective purpose-led brand positioning. NeedScope helps you better understand your brand purpose opportunity and avoid the pitfalls. It identifies the best brand purpose opportunities based on underlying emotion and guides you to an authentic purpose and execution for your brand.

One thing is clear. Good intentions aren’t enough with brand purpose. Effective and successful brand purpose is subject to robust brand strategy development. If you’re not prepared to do that, just stick with corporate responsibility.


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