PVR Inox is offering ad-free movies just like a streaming platform to combat the decline in footfall in cinemas, reported Moneycontrol. 

Big Bollywood films too have failed to perform optimally in the last three months, resulting in poor box office collections which has affected the theatre business. 

PVR Inox is looking to add extra shows by reducing the length of ads slots before movies from 35 minutes to 10 minutes. 

Audiences will not see ads even during the intervals. Just upcoming movie trailers will be showcased. 

PVR Inox believes that the revenue loss from advertisements will be compensated with the additional footfall it’ll receive by adding one more show thanks to the time saved. 

The company wishes to increase focus to their own products i.e the movie trailers,  for which consumers come to cinemas. However, PVR Inox said that brand like Pepsi and Coke will be kept on the screen within the 10 minutes. 

PVR Inox has currently launched the new product in seven luxury properties of the multiplex chain in Delhi, Mumbai, Bengaluru, among others, since April 1. 




PVR Inox starts ad-free movies amid decrease in theatre footfall

Audiences will not see ads even during the intervals. Just upcoming movie trailers will be showcased.

Raymond re-appoints Gautam Singhania as MD amidst high-profile divorce fight

Kotak Mahindra Bank’s Rohit Bhasin: Marketers must keep consumers at the heart of everything

Coca-Cola bottler HCCB eyes IPO to tap India's booming beverage market: Reports

Dentsu India launches ‘Live Amazing. Do Amazing’ Campaign For AMDOCS

IPG Mediabrands chief Shashi Sinha's succession plan revealed; 'It has to be someone from within...'

Bookstrapping: Eden Abandoned - The story of Lilith by Shinie Antony

Representational image via Unsplash

Zee-Sony merger saga ends: Timeline of the failed merger

Why are Indian brands advertising in NYC's Times Square?

What Herman Melville’s Moby-Dick teaches us about leadership

Advertising is in the position where tobacco was: IPG's Arun Kumar 

Biz Moves: Interactive Avenues, Verve Media, Foxymoron and Grapes

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Paytm's president and COO Bhavesh Gupta steps down

Moment marketing | The priority of being first rather than being right is a misplaced one, says ASCI chief

Head-to-head: Caresmith takes a jab at Bombay Shaving Company's viral campaign

Piyush Pandey

Adtech regulation a priority for Modi govt in third term: MoS Rajeev Chandrasekhar

Credibility of news and platforms are as important as monetisation challenges: Anurag Thakur

HUL: Meet the leaders who have emerged from "The CEO Factory"

Punit Goenka addresses Zee employees; ensures no layoffs due to failed merger

Disney's strategic sale to Viacom18 set to boost market share to 40 percent

The Leader's Edge: Storyboard18 in conversation with leaders, decision makers and disruptors

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

Thomas Cook (India) Limited, an omnichannel travel services provider has launched its Ghar Jao Vote Karo campaign. The Company’s strategy is two pronged: encourage citizens to vote and reward them for their efforts with a holiday discount & a free travel bag once they vote.

Election Commission data revealed that of the eligible population, 67.11 percent cast their vote in the 2019 general elections. A challenge impacting the turnout was the migrating Indian population, moving from Tier II and III cities into urban towns/metros. Thomas Cook India recognising the importance of every vote, has hence conceptualised its campaign to create awareness while gratifying the voter with incentives, stated the company. 


Thomas Cook India’s Ghar Jao Vote Karo campaign will extend till June 1, 2024, to encourage Indians to exercise their right to vote by flying back to their respective hometowns - where they have been registered as voters. 


As part of the campaign, the pre-election offer includes a discount of Rs. 1,000 off on return air tickets (per adult) on providing proof via any official document such as their Voter ID/ Aadhaar Card, etc. The last date of flight departure is June 1, 2024, synchronised with the last date of polling.

 
Several voting dates this year coincide with India’s summer vacation season. Hence, in its initiative to recognise and reward active participation in the electoral process, Thomas Cook India will offer a special post-voting holiday discount- for its domestic and international group tours (Rs. 3000 off on its Domestic Group Tours or Rs. 5000 off on its International Group Tours, per family). The process is simple: customers merely need to display their inked finger at any of Thomas Cook’s extensive retail outlets pan India and avail the offer. The exclusive post-voting holiday discount is valid up to July 31, 2024.

 
With many election dates falling on Mondays, Thomas Cook’s data reveals that with travel high on their consideration, Indians are likely to extend their weekends into ‘smart weekend holidays’ thus accelerating the emerging trend of ‘Election Tourism', added the company.


Abraham Alapatt, president and group head - marketing, service quality, value added services and innovation said, “With our Ghar Jao Vote Karo campaign, we want to inspire Indians to vote – especially if they need to travel to their hometowns to exercise their franchise. Our intent is two-fold - motivate Indians pre-voting to make the effort and to thank them post-voting, with a special holiday offer of a discount and a travel bag. The campaign message of Ghar Jao Vote Karo - also makes for engaging social sharing - that we believe, will not just encourage voters but also serve to amplify this important message to others as well.” 


Read More: <a href="https://www.storyboard18.com/how-it-works/thomas-cook-india-foresees-continued-growth-in-leisure-travel-despite-elevated-costs-28239.htm">Thomas Cook India foresees continued growth in leisure travel despite elevated costs</a>

Thomas Cook India aims to motivate voters with its ‘Ghar Jao Vote Karo’ campaign

Much is being said about Gen Zers and the challenge that youth brands face in reaching out to these groups of original digital natives. The best way to analyse any tough challenge is to decode the issues and get down to the basics. The same approach could help with Gen Z youth.

Gen Z denotes those born between 1995 and 2010. Since this represents the first generation that was at ease in zooming into the Internet, the ‘Z’ refers to ‘zoomer’. Understandably, Gen Zers are tech-savvy, progressive, globally-connected, individualistic and radically inclusive, to mention just a few of their characteristics. That is why brand marketers are usually advised to create alluring social media content in attracting Gen Z consumers. Yet, this is easier said than done. Let’s understand why.

Fluid, Fiercely Independent and More

To begin with, Gen Zers are a difficult-to-define generation. It’s the fluidity and fierce independence that has made Gen Zers so challenging to get through for brands. Research insights from Horizon Media reveal another aspect that makes them a tough nut to crack for marketers – their preference for going niche. Accordingly, brands are advised to follow the niche route and avoid the norm when it comes to courting and connecting with the seemingly contradictory nature of Gen Zers. Protracted periods of social isolation, especially during the pandemic, have created an influential generation that hankers for niche pursuits and like-minded cohorts.
 
Mass Niche and Other Key Insights

Two key findings from this research tell a tale in themselves. First, to find new content connected to their novel passions, 89 percent of Gen Zers bank on social media. Second, 65 percent view themselves as really big fans of something. 

More significantly, compared to older generations, the youth is 30% more inclined to believe that enjoying many ‘small interests’ is a better option than restricting themselves to in-depth subjects that are fewer. In a nutshell, this generation is spearheading the era of mass niche.

Additionally, along this transformative journey, they are creating and redefining their individuality across several subcultures each day. As a result, Gen Zers are no longer passive observers within their groups but have turned into active participants within these communities who are co-creating stories while forming strong bonds across varied subcultures. Gen Zers don’t feel the pressure of conforming to their peers and believe strongly in standing apart. 
 
The Significance of Subcultures

Again, it is imperative to decode the meaning of subcultures. In essence, it signifies groups of people who distance or differentiate themselves from the values and norms of mainstream society. In the case of Gen Z, this is determined by the search for community-oriented experiences that encourage them to connect via their interests and passion.

It is these trends, beliefs and insights of Gen Zers that brands must comprehend and connect with to get their messaging across. Social media platforms such as TikTok, YouTube Shorts and Instagram Reels have triggered big-time shifts in how these groups consume and search, boosting the potency of such subcultures. Given this backdrop, brands should appreciate the role of social media in driving Gen Z culture and consumption. Irrespective of the channel, brands need to embrace a social-first approach to connect with the target audiences they influence.

Some of the subcultures cover categories such as Entertainment, Retail, Sports, Music, Gaming and Identity, among others. Consider the Comfort Creators. The self-care enthusiasts grant permission to unwind in the current hustle culture without entirely disconnecting. The Copyconomists crowdsource cost-smart workarounds that make sure they top the latest trends without busting the bank. As for the Country Revivers, they embrace the light-hearted folk sensibility of country music, remixing for a more diverse, broader audience. Then there are the TALE-gaters, who craft narratives in the world of sports that stretch beyond scoreboards and invite wider audiences to enjoy and engage in sports fandom.

A Flashback to Further Understand Gen Zers

In doing a recap, it’s no surprise that the Internet usage of Gen Zers zoomed during the pandemic when the best way to pass time was to download videos and create a few themselves. Some of the most influential trends went viral during this period, forever transforming Gen Z culture.

The soaring Internet consumption meant Gen Zers dived deeper into this online realm and began discovering what interested them the most. A sizeable section of this youthful generation realised they could really be themselves online. It is this feeling of freedom that propelled Gen Z subcultures.
However, some brands may still be wondering why they should focus on Gen Z subcultures. That is necessary since subcultures have emerged as the new demographics for this young generation. If marketers want productive outcomes for their brand campaigns, the way forward lies in targeting relevant community groups that spur higher engagement rates. This is primarily because these audiences are eagerly waiting to consume content that resonates with their niche values. 

For brands seeking to engage with Gen Z subcultures, it is crucial to choose a clear cultural line, not spread the net far and wide for everything. Instead, marketers must choose what best represents their brand while paying attention to the youth in these communities and subcultures. That is the only way brand stories will resonate with these youth who have a mind of their own and prefer to stay away from the social herd.
Ultimately, it is only by connecting with subcultures that brands can win the chance to build authentic connections with Gen Zers. This is the best way to create winning propositions for both brands and Gen Zers.


The article is written by Rahul Arora, National Sales Head, Rusk Media. Views expressed are personal.

Gen Z subcultures: What does it mean for youth brands?

Alphabet paid $20 billion to Apple in 2022 to maintain its status as the default search engine on Safari, Apple’s web browser. As per a report by Bloomberg, the amount Google paid in 2021 was around $15 billion.

The numbers were disclosed through documents which are a part of the US Department of Justice’s antitrust lawsuit against Google. One of the main premise of the antitrust case is how Google’s deal with Apple has monopolised online search business.

The amount paid by Google to Apple has increased in the last couple of years. It was $15 billion in 2021 and the recent increase shows the growing importance of maintaining a default position in a world where search engines drive significant advertising revenue — especially for Google, as per rpeorts.

Apple does give users a choice to change the search engine on all of its devices. There are options like Bing, DuckDuckGo available to users. However, by default, Google Search is set as the primary search engine in Safari on iPhones, iPads and Macs. Google does get a readymade vast customer base as Apple has billions of activated devices.

The deal also highlights the competitive landscape of the tech industry, where companies like Microsoft have attempted to negotiate similar agreements with Apple, albeit unsuccessfully. In fact, it was reported that Microsoft wanted to sell Bing to Apple. The DOJ has argued that the deal stifles competition and give an unfair advantage to already dominant players in the market.




Alphabet paid $20 billion to Apple to maintain its status as the default search engine

Shashi Sinha is a true Media Maven of India’s advertising industry and one of the key figures shaping its future, not only in terms of cultivating next-gen talent but also helping define the rules by which media companies play. Sinha is the CEO of leading media investments group IPG Mediabrands which has firms like Lodestar, Initiative and BPN, driving media planning and buying for the country’s biggest advertisers. He is also the current chairman of industry body BARC which is the Broadcast Audience Research Council. In a special candid chat with Storyboard18's editor Delshad Irani, Sinha revealed his succession plan for the first time as he shared his outlook on cultivating and fostering talent. He also shared his take on the sweeping changes disrupting advertising and the media landscape. 

Edited excerpts. 

The advertising industry is witnessing a talent bleed. What is your approach to cultivating and fostering talent? 

There are two parts to talent - quality talent and culture, and they are intertwined. Quality talent is how you compensate and the truth of the matter is that compensation in agencies is under pressure right now. We're competing with ourselves and we're undercutting each other. As a result you're not able to get the right talent and pay them well and retain them. The industry association led by PK (Prasanth Kumar of GroupM) has realised that and we are moving towards asking for what is rightfully ours from clients, and clients will also give, if you explain to them this is what it takes to have quality talent. But that's a long haul. 

<blockquote class="twitter-tweet" data-media-max-width="560">In a special episode of Media Dialogues With <a href="https://twitter.com/BrandStoryboard?ref_src=twsrc%5Etfw">@BrandStoryboard</a>, <a href="https://twitter.com/delshad_irani?ref_src=twsrc%5Etfw">@delshad_irani</a> speaks to a true Media Maven Shashi Sinha, CEO of <a href="https://twitter.com/IPG_Mediabrands?ref_src=twsrc%5Etfw">@IPG_Mediabrands</a> &amp; the current chairman of industry body BARC. Sinha shares his outlook while giving his take on the sweeping changes disrupting AdEx… <a href="https://t.co/WxFKjsSEj4">pic.twitter.com/WxFKjsSEj4</a>&mdash; CNBC-TV18 (@CNBCTV18News) <a href="https://twitter.com/CNBCTV18News/status/1785655206476128531?ref_src=twsrc%5Etfw">May 1, 2024</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

What are some of the steps? 

We undercut ourselves. We say, "Listen, I will give it to you cheaper." How do you get cheaper?... So, we are saying that there has to be some table stakes and you don't go below table stakes. We're working on it. But the other important part is culture. 

We have leaders who have been with us for years. The culture fosters it. Given half a chance I will promote a person from inside rather than get someone from outside. 

They play together, they work together, you're building teams, and that's true for the entire organisation. We were in a very large client review and we put up a slide saying in the last five years, 95% of the people on the account have been constant. So the team has gone up on that account from 40 to 80. But the old people are not gone, they're still there. That's a remarkable story to tell in this day and age.

Someone could have said 'but you're not getting fresh thinking'. I say the fresh thinking is there because there are new people coming on, but the leadership has been there, and that provides continuity. So there are two ways of looking at the data. 

Rightly or wrongly, as I said, in my mind, I will always pick up an insider whether they are 80 or 70 percent ready rather than someone from outside. There are some clients who believe that and some who don't. Many clients like Amul see the value in such continuity. They've had changes from their side, we've had changes from our side, but they are all insiders and we're all insiders. To some clients (like startups) it doesn't matter. 

It's a large market. Those who believe in what I am staying will work with us. 

What do you think of succession planning? Have you thought about it? 

Without getting into names, I did speak to our global team and I said, it is for you to decide but this is the way I see it. We have charted out a future and I have said 'there has to be someone from within, you let me know and I am happy to handle the transition'. Hopefully, if all goes well, we will come back to you and talk about it. We have a plan. Whether the plan fructifies or not, depends on how the global environment is. 

Watch the full interview on Media Dialogues with Storyboard18 on CNBC-TV18. 

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<a href="https://www.storyboard18.com/interviews/barc-to-launch-new-meters-to-measure-premium-households-exclusive-29269.htm">Read more: BARC to launch new meters to measure premium households: EXCLUSIVE</a>

<a href="https://www.storyboard18.com/brand-makers/ipg-mediabrands-india-ceo-shashi-sinha-is-considered-a-pillar-of-the-ad-industry-heres-why-18238.htm">Read more: IPG Mediabrands India CEO Shashi Sinha is considered a pillar of the ad industry. Here’s why</a>

<a href="https://www.storyboard18.com/interviews/d2m-will-be-the-upi-moment-for-content-shashi-sinhas-snap-take-on-me-growth-and-disruptions-26473.htm">Read more: D2M will be the UPI moment for content: Shashi Sinha's snap take on M&E growth and disruptions</a>

Girish Mathrubootham, who led Freshworks, a cloud based software-as-a-service company as the chief executive officer, has been transitioned to the position of executive chairman.

Dennis Woodside, who is the president, at Freshworks, succeeds Mathrubootham as the CEO.

Mathrubootham highlighted, "After spending almost 14 years since founding Freshworks as a tiny startup in Chennai to scaling it to be a global SaaS player and the first Indian SaaS company to list on the Nasdaq, I’m excited to announce that I’m stepping into a new role as Executive Chairman of Freshworks. Dennis Woodside, our President, will be our new CEO. Congratulations to Dennis today on his new role as CEO and President of Freshworks."

He added, "Going forward I will be spending more time on product vision and AI strategy, and I look forward to spending additional time with our product teams in India and customers globally."

Woodside stated, "Today I’m honored to step into the role of CEO at Freshworks. What Girish has created is truly special and I’m excited to build on what he started 14 years ago. Thank you, Girish, for your partnership and friendship over the last 18 months. We stand before extraordinary opportunities and have the right foundation to make them possible - a winning combination of our focus on delighting customers and our product innovation."

Mathrubootham started his career at HCL Cisco ODC, and went on to work across eFORCE, AdventNet and Zoho Corporation.


Freshworks appoints its CEO Girish Mathrubootham as executive chairman

Wonderchef has partnered with Unicommerce to power its e-commerce operations. The partnership aims at streamlining Wonderchef’s e-commerce supply chain and enhancing the post-purchase experience for its end customers.

Wonderchef has deployed Unicommerce’s multichannel order management system to automate order processing across its brand website and online marketplaces. This will allow Wonderchef to enable seamless and faster order processing, with increased accuracy. The system will also enable Wonderchef to effectively manage its return orders, thereby reducing its operational costs.

With continuous addition of newer products, the brand has been witnessing higher demand for its products and the integration of Unicommerce’s technology will enhance its post-purchase operations, leading to increased customer satisfaction.

Focusing on enhancing its distribution strategy, Wonderchef has embedded Unicommerce into its technology stack for smoother order processing. Talking about its strategy moving forward, Ravi Saxena, Founder & CEO of Wonderchef said, “We have a clear vision with technology leading our way in our distribution channels. With the help of Unicommerce’s reliable platform, we are confident of being ahead of the competition as our innovative products are already seeing good traction in Indian as well as overseas markets. Our e-commerce supply chain has been strengthened, which will ultimately lead to improved customer loyalty as moving forward.”

Speaking about the partnership, Kapil Makhija, MD & CEO of Unicommerce said, “The e-commerce market in India is witnessing growth across the kitchenware segment and with this partnership, Unicommerce is committed to enhancing the post-purchase experience for Wonderchef’s customers. With their innovative products and a strong distribution strategy, Unicommerce’s platform will work as a catalyst in driving their e-commerce operations.”

Unicommerce is India’s largest e-commerce enablement SaaS platform in the transaction processing layer, in terms of revenue for the financial year concluded March 2022. The company’s suite of SaaS solutions enables end-to-end management of e-commerce operations for brands, retailers, marketplaces and logistics service providers. The company has a consistently growing Annual Recurring Revenue (ARR) and Revenue. As of quarter ending September 2023, Unicommerce has achieved a 750 million+ Annual Transaction run-rate, serving over 3500 customers, managing 8000+ warehouses, and processing orders from 1900+ stores through its platform.

 

Wonderchef partners with Unicommerce to power its e-commerce operations

Maruti Suzuki India Limited, the country’s leading carmaker, announces the commencement of pre-bookings for the highly anticipated
4th generation Epic New Swift for Rs 11,000/-. In this All new generation, the Epic New Swift builds on its signature sporty design while enhancing its dynamism and fun-to-drive quotient, the company said in a statement. 

Maruti Suzuki’s Swift has been India’s No. 1 premium hatchback with over 29 lakh owners since its launch. Maruti said, "With a cult fan following, this sporty premium hatchback has constantly redefined the segment benchmark for sporty and dynamic driving performance. Now, the Epic New Swift is poised to build on this rich legacy in a truly Epic manner!" 

<a href="https://www.storyboard18.com/brand-marketing/maruti-suzuki-revs-up-for-growth-new-marketing-chief-partho-banerjee-hints-at-soaring-ad-spends-28963.htm">Read more: Maruti Suzuki revs up for growth: New marketing chief Partho Banerjee hints at soaring ad spends</a>

Partho Banerjee, Senior Executive Officer, Marketing & Sales, Maruti Suzuki India Limited, said, “The Swift has been an iconic brand for Maruti Suzuki, one that has evolved with changing times to redefine customer expectations. Its 29 lakh strong customer base and numerous awards and accolades are a testament to how the iconic Swift has gone from strength to strength. The Epic New Swift stays true to its much loved sporty DNA, while balancing new-ageexpectations of environment friendliness with low emissions. As always, the next-generation Swift is all set to create new benchmarks in the premium hatchback segment and further the concept of the ‘Joy of Mobility’ in its own right.”

Read more: Maruti Suzuki goes beyond mileage focus; new marketing chief Partho Banerjee reveals the auto major's strategy
<a href="https://www.storyboard18.com/interviews/maruti-suzuki-ditches-mileage-focus-new-boss-reveals-marketing-for-one-strategy-and-soaring-ad-spends-28985.htm"></a>

Maruti Suzuki starts pre-bookings for new Swift; Marketing head Partho Banerjee says it's an "iconic brand"

With a library of over 8500+ hours of content transcending over 40 genres, discovery+ offers an extensive array of content, catering to a wide range of interests and preferences. From documentaries that delve into nature, science, history, and exploration into immersive reality shows that provide insights into various cultures and lifestyles, to original series that offer compelling storytelling right from the heart of India, discovery+ is a trove of of distinctive content. 

“Bringing discovery+ to Tata Play Binge represents a huge step forward in expanding our content offerings. The partners’ colossal lineup does not only showcase a myriad collection of genres but also promises entertainment in multiple local languages. This collaboration opens doors to an extensive range of riveting narratives, ensuring our viewers have access to the best of what Discovery+ has to offer, all in one place,” said Pallavi Puri, Tata Play’s Chief Commercial and Content Officer on another successful integration.

Adding to it, Ruchir Jain, Head of Distribution & Eurosport, South Asia, Warner Bros. Discovery, said, “We are thrilled to announce our collaboration with Tata Play Binge. This partnership will enable their subscribers in India to seamlessly access discovery+ content. With our extensive library of exclusive documentaries, captivating series, and engaging originals, including acclaimed titles such as 'Secrets of the Buddha Relics', 'History Hunter', and 'Star Vs Food: Survival', we are dedicated to delivering unparalleled entertainment experiences to Indian households. Now, Tata Play Binge customers can enjoy discovery+ content on all their favorite devices.”

The platform boasts of some popular titles like 90 Day Fiance, Man VS Wild, and Top Gear, #IndiaMyWay, Blue Planet, Secrets of the Koh-i-noor, India’s Ultimate Warrior and many more.

discovery+ will join other popular OTT platforms on Tata Play Binge like Apple TV+, Disney+ Hotstar, ZEE5, Lionsgate Play, FanCode, Sun Nxt, Aha, Fuse+, Hallmark Movies Now, PTC Play, Animax, VROTT, STAGE, ReelDrama, Chaupal, Namma Flix, Planet Marathi, manoramaMAX, iStream, Tarang Plus, Hungama Play, ShemarooMe, Curiosity Stream, EPIC ON, Travelxp, DocuBay, ShortsTV, Playflix, KliKK, Distro TV, MX Player along with Gaming. Content from all these platforms is available to the viewers of Tata Play Binge through a single subscription and a single user interface. Additionally, Netflix can be availed as a combo pack with DTH channels for all Tata Play DTH subscriber whereas Amazon Prime Video content can be accessed as an add-on by all Tata Play Binge subscribers, who also have the DTH connection. Viewers can enjoy all 30+ apps on smartphones, large screen connected devices through LG, Samsung and Android smart TV’s, Desktop, Laptop, Tablets, Tata Play edition of the Amazon FireTV Stick and www.TataplayBinge.com.



Tata Play Binge expands its entertainment gateway with discovery+

Tech driven media company – Whisper Media has announced the appointment of Nidhee Kekre to its advisory board. With an illustrious career spanning over two decades in Business Strategy & Development, notably within the FMCG and BFSI industries, Kekre's strategic insights and industry expertise will significantly enhance Whisper Media's growth trajectory and strategic vision. 

Kekre joins Whisper Media following a successful tenure as the WPP Client Lead for Unilever, South Asia. Having managed diverse client portfolios across sectors such as FMCG, BFSI, Telecom and Consumer Goods. Kekre's strategic acumen is poised to play a pivotal role in steering Whisper Media towards new avenues of growth and innovation.


“We are delighted to have Nidhee on our advisory board. Her proven track record in driving business strategies and nurturing client relationships aligns perfectly with our vision of being a valuable client partner. We look forward to leveraging her insights to drive transformative initiatives and enhance our offerings in the FMCG sector. Nidhee’s extensive experience in business strategy, coupled with a deep understanding of consumer dynamics, makes her a valuable addition to Whisper Media's advisory board,” says LS Krishnan, CEO & Director, Whisper Media.

Before her tenure at WPP, Kekre held key roles with renowned brands including Kantar, JetAir, Essar Aegis and Godrej, where she earned accolades for her innovative strategies and business transformation initiatives.

“I am glad to be a part of Whisper Media's journey, a company known for its cutting-edge approach to media solutions and production. I believe in the power of technology to revolutionize consumer engagement, and I look forward to contributing my experience to drive strategic growth and market leadership in the organization,” concludes Kekre.


Whisper Media appoints Nidhee Kekre to its advisory board

Palmolive, the personal care brand from Colgate-Palmolive India, announced the launch of its first-ever mega campaign featuring its body wash range.


Palmolive defines an elevated category code with this campaign, using the contrast of the chaos of urban life intersecting with dreamy shower moments. Amidst the rushedness of city living, the protagonist finds a moment to slow down with the aromas of Palmolive body wash. Through the sensory journey of her shower experience, the brand encourages everyone to elevate their mornings with Palmolive. 

"Palmolive is a strategic & integral part of Colgate-Palmolive. We are the pioneers of the body wash category in India, and it is important for us to reinforce in the consumer’s mind Palmolive’s natural, aromatic bathing experience. To do this, we felt there is a need to address the reality of our consumer’s life. Our target audience is always on-the-go, always rushed, always ON. Her busy daily routine offers her no moment to pause —however, indulging in the simple pleasure of a sensorial Palmolive shower can be just that! Through this campaign, we encourage our consumer to take a moment to slow down and savour the feeling, every day.” says Swati Rao Jeyakumar, Director - Oral Beauty & Personal Care Marketing at Colgate-Palmolive. She adds, “Our body washes are curated with rich aromas that truly deliver superior and sensorial shower moments. We aim to position Palmolive as a premium, natural brand that offers an elevated bathing experience."

Juneston Mathana, Executive Creative Director at WPP@CP, commented, “If the brand has taken a stance to move beyond only functional benefits and redefine the category, then it’s only natural for the communication to do the same. The idea of a floating bathtub gently drifting above the hustle and bustle of the city didn’t just sound refreshing, but also exciting. It’s an image that will forever be inviting, like the magic carpet ride. And bringing this beautiful vision to life was the masterful Sachin Kotre and his team from Lensflare Films”


Palmolive tells people to slow down amid the bustle in its new campaign

Peter Mears, Global CEO of Havas Media Network, is a passionate advocate of the Meaningful Media philosophy. In an interview with Storyboard18, Mears decoded what that means exactly for brands in today’s complex and fragmented media age. 


What is the Meaningful Media philosophy and how does it work? 


We launched the concept of Meaningful Media about five years ago now. It was in reaction to a very cluttered, fragmented media environment, concerns about fraud and an unsafe environment for many clients and their advertising dollars, and also the changing technology marketplace.


We started thinking about how we can ensure that our clients can cut through that, given those constraints and those challenges, constantly transforming in a dynamic market. How do we ensure that clients' investment is protected? So we landed on this territory of meaningful media, which is, in our definition, media which is engaging, which is influential, and which is highly impactful. Meaningful media for us is media that delivers on one or more of those different criterias.


And it's the media that you and I love spending time with. So if we can really tie into those most meaningful media moments, then we believe we'll have a greater impact for our clients.


We've developed a toolkit around this. We've developed a planning process called MX (meaningful media experience) around this. We rolled it out to our clients about five years ago. We're into the second version of it now, MX 2.0, which we've rolled out in all markets, including here in India.


How is that different from the first version?


What we've done is we've evolved the tools. So it ties into a question about AI. We've used AI technologies to infuse into a number of the tools that we've been developing to support MX. So, now a lot of the audience identification work that we do is fueled by AI.


We've also updated the process to reflect how the market has changed, even from when we launched version 1.0. Post-pandemic, the role of content and activation is way more important than it was five years ago. So, if we're in the business of building meaningful media experiences, we really need to be able to deliver on that.


We launched an arm called Havas Play last year, which is our division to help bring together culture, content and activation. We're really trying to surround consumers with meaningful experiences, and that's resonating in the marketplace.


What is the ‘Meaningful Rating Point’ and the ‘Meaningful Digital Matrix’? 


What we tried to do was take the industry tools of GRPs or TRPs and make them more bespoke for a meaningful media experience. So we created the Meaningful TV Rating Point, the MRP, about four years ago and it takes the criteria that we believe in to create meaningful media and applies it to television. It really allows us to surface the kind of shows that our audiences, our clients' audiences have the deepest relationships with.


And essentially it's the same concept with the digital space as well. The choices for an advertiser from a digital perspective are endless. How do we really leverage meaningful media in a digital ecosystem? It's very challenging to do. So we created an algorithm to help us cut through and discard the digital media that is less meaningful.


Ultimately, our dream is that we'll be able to go to a media partner and transact on these rating points. So actually buy and trade on these audiences and these rating points. And there are many media partners out there who are interested in having those conversations with us.


When do you think that will happen? Do you have a timeline?


We are expecting it to happen in the next two to three years, depending on the market. It's different. But we've got some very developed conversations in the US and the UK already. Many media partners are interested and open to having different conversations around the trading audience kind of dynamics. So we're tying into that right now. 


Watch out for the full interview on Media Dialogues With Storyboard18 on CNBC-TV18.

Havas Media Network's Peter Mears on the meaning of 'Meaningful Media'

Prasar Bharati has extended the deadline for submitting bids to manage the marketing and sales of its upcoming OTT platform. The original deadline for tenders for has been pushed back due to administrative reasons.

Companies interested in the project now have until May 6th, 2024 to submit their proposals. 


The e-tender invites bids from pre-approved DAVP (CBC) multimedia and media sales agencies for a Rs. 4 crore contract (including taxes). The scope of work for the agencies will include branding, marketing, promotion, media planning, sales, and media buying for the platform across pre-launch, launch, and post-launch phases.



The chosen agency will be responsible for crafting a comprehensive strategy to generate excitement for the platform using various media channels. The contract spans the first 12 months following the launch and is extendable up to another 12 months based on performance review.


<a href="https://www.storyboard18.com/television/prasar-bharati-invites-e-tenders-for-multimedia-and-media-sales-agency-ahead-of-its-ott-launch-exclusive-29898.htm">Also read: Prasar Bharati invites e-tenders for multimedia and media sales agency ahead of its OTT launch</a>

Prasar Bharati extends deadline for OTT platform’s marketing agency bid submission

Maushumi Chakravarty assumed charge as Director General of Akashvani News on May 1. A 1991 batch IIS  officer, Chakravarty has vast experience having served in various capacities under the Ministry of Information & Broadcasting, including its media organizations the Press Information Bureau and Central Bureau of Communication.

In her career spanning over three decades, she has also worked on deputation basis in the National Human Rights Commission and as P.S. to Cabinet Minister. Chakravarty assumed the charge after superannuation of Vasudha Gupta as Principal DG.





Maushumi Chakravarty assumes charge as director general of Akashvani News

The Instagram page of Harper’s Bazaar India was recently blocked which led to a legal challenge regarding India's Information Technology Rules. The Delhi High Court criticised Meta for handling a complaint filed by TV Today, as per media reports. 

A division bench comprising acting Chief Justice Manmohan and Justice Manmeet Pritam Singh Arora were surprised at Meta’s lack of responsiveness. The court emphasised the need for Meta to rectify its systems. "Your situation is worse than a government department," the court said.  It added that failure to rectify would result in a formal order of condemnation.

Harper’s Bazaar India’s Instagram account was blocked following a third-party copyright complaint. TV Today argued that the IT Rules allow social media platforms to restrict access without allowing users to defend themselves. 

Despite multiple attempts at communication, Meta provided generic responses, implying an incorrect communication channel was used, said Advocate Hrishikesh Baruah for TV Today. 


Your situation is worse than a government department: Delhi High Court tells Meta

Several changes have been underway at Zee Entertainment's offices following the collapse of the proposed $10 billion merger with Sony Pictures Networks India (SPNI) in January 2024. Employees are not just grappling with layoffs, changes in reporting structures but also a lingering question - what role will Subhash Chandra, Zee's Chairman Emeritus, play moving forward?



Chandra’s increased presence in Zee offices 

Chandra has been making frequent visits to the Mumbai office and taking on a more active role than is typically expected of a Chairman Emeritus, a position typically reserved for retired executives who retain an honorary title. Chandra stepped down as Chairman in 2019, but his recent increased presence has sparked questions about potential disruptions to the new leadership structure. Chandra’s presence in Zee offices are more than just visits. He is reportedly involved in most important meetings and decisions taken by the company including layoff plans, while making visits at odd hours. 




What are the powers of a Chairman Emeritus?


Paritosh Dhawan, Principal & Founder, at boutique law firm Dhawan and Co explains Chandra’s title and entitlements. 

“While the title of ‘Chairman Emeritus’ carries a weighty significance, denoting respect and recognition for an individual's contributions to an organisation, it's important to discern its precise implications within the context of corporate governance. Unlike formal positions such as directors or Key Managerial Personnel (KMP) outlined in the Companies Act of 2013, the role of Chairman Emeritus does not carry statutory obligations or rights. Rather, it serves as a ceremonial distinction, acknowledging the wisdom and guidance that a retired leader can continue to offer,” Dhawan said. 


According to Dhawan, amidst ongoing regulatory scrutiny and market volatility, the assurance provided by the Securities and Exchange Board of India (SEBI) to the Bombay High Court, indicating no imminent actions against Zee's Chairman Emeritus until April 30th, offers a measure of stability and reassurance to stakeholders. 


“The market regulator – SEBI would definitely closely observe the sudden engagement of Chandra in Zee,” he said. 


In Dhawan’s view, with his decades of experience and vision, Chandra's insights and leadership can provide guidance as Zee navigates through turbulent times.



But is it only guidance that Chandra is providing?


Perhaps not. 

“He has played a key role in Punit Misra moving on from the company,” said another insider. 

On April 4, Misra stepped down from his position of President of Content and International Markets.

Misra was the head of content for both the TV network of ZEE as well as its digital offering ZEE5, both domestically and globally. He also managed ZEEL’s international business spanning 190 countries.



Legal pitfalls of having a Chairman Emeritus


Even while Chairman Emeritus is more like an advisor to the board, Harvinder Singh, Partner, DSK Legal explained the downside of this arrangement.


“The dark side of the strategy to appoint a Chairman Emeritus is when this honorary position is created to circumvent the legal provisions, for example where a person holding a key position in the company is bound to vacate his office because of the legal disqualification imposed under company law or LODR (listing obligations and disclosure) or court order or SEBI’s order etc,” he explained.


According to Singh, Chairman Emeritus can easily become a shadow director exercising real but clandestine control over a company’s affairs, given the experience, goodwill and standing of the person appointed as Chairman Emeritus. 



Is Zee management on board with Chandra’s return?


Talking of control, while there is nothing legally wrong about a company’s promoter talking about developments concerning the organisation, it is interesting how Chandra’s interview with a leading business daily in January 2024 was the first official media communication from the company after the merger collapse.
 

During the interview, Chandra discussed not only the unsuccessful merger but also outlined his intention to increase the family's stake in the company to 26 percent. 


While Zee did come up with a clarification soon after, it is unlikely that a full blown interview of the Chairman Emeritus went without passing through layers of discussions, screenings and approvals. 


Does that mean the Zee board is accepting the official return of Chandra in day-to -day ops of the organisation?


Is that option legally available to Chandra?

“There is no specific provision under the Companies Act 2013 for Chairman Emeritus and thus the workings of such titles are governed by the contract between the title holder and the company,” said corporate law expert and founder of Vyas Legal, Vidhan Vyas.


“Usually, Chairman Emeritus are special invitees in board meetings without voting rights. Thus, this maintains the purity of the board as well as allows the members to take guidance from the title holder with his vast experience. Thus, any impact of Mr Chandra will be dependent on the contract for his post,” Vyas added.


According to Vyas, if there is mismanagement , the affected members can move the NCLT(National Company Law Tribunal) for redressal or else go for arbitration, if provided in the said contract.

Late-night office visits to layoff plans: What's ZEEL's Chairman Emeritus Subhash Chandra's role?

About 3 in 4 urban Indians (73 percent) believe India is moving in the right direction in April 2024. Though there has been a 4 per cent dip over the previous month. The good news is, India continues to rank among the top 3 most optimistic markets and largely driven by global south, with the markets in the pecking order including Singapore (77 percent), Indonesia (75 percent), India (73 percent), Thailand (64 percent) and Argentina (62 percent). In sharp contrast, only 38 percent of global citizens said their country is on right track, with the markets at the bottom of the heap led by Peru (13 percent), Hungary (17 percent), France (20 percent) and South Africa (20 percent).

Ipsos’ What Worries the World survey tracks public opinion on the most important social and political issues across 29 countries, covering 25,302 adults, apart from the direction of travel, of how confident citizens are about their country and its future.
 
What worries Indians?
 
The top issues worrying urban Indians included inflation (41 percent), unemployment (37 percent), education (25 percent), crime and violence (23 percent) and financial and political corruption (21 percent). While most global citizens were worried about inflation (34 percent), poverty and social inequality (30 percent), crime and violence (30 percent), unemployment (27 percent) and financial and political corruption (26 percent).
 
Interestingly, 19 percent urban Indians claimed to be worried about taxes.  

Amit Adarkar, CEO, Ipsos India said, “There is stability in the country and the nation is being steered responsibly, by surmounting global and local challenges – whether showing resilience to global challenges arising out of war in Ukraine and Israel, or combating rising cost of living, fuel prices, law and order and corruption, government has taken concrete steps to address some of these issues. With the election season in India in April and May, there will be a status quo on decision making by the incumbent government to address some of the issues impacting the citizens. Though the issues notwithstanding, unlike high level of pessimism rampant across global markets and the frustration and angst seen, three fourths of Indians polled are positive about how we are doing as a country. Though redressal of these issues can further elevate the mood of the masses and improve the quality of living. Month on month, Ipsos captures this pertinent information about 29 markets (including India) from their citizens, which provides local governments views of citizens and their top concerns.”

73 percent urban Indians believe India is moving in the right direction in April 2024

On Tuesday, April 30, Mukul Rohatgi, appearing for Patanjali, flagged the Indian Medical Association (IMA) president’s interview, which criticised the SC’s criticism of private doctors.

The Supreme Court noted that this was serious and will take care of the matter. 

“You have not covered yourself with glory. You will have to explain how you can decide what we can do,” the apex court informed the IMA’s lawyer. 

The Uttarakhand government, where Patanjali Ayurved is based was also pulled up by the SC for don’t doing enough. 

“Long and short is that when you want to move, you move like lightning! And when you don't want to you don't. In three days flat you have done all that you needed to do! But you should have done all that much earlier," the court said.

Read More: <a href="https://www.storyboard18.com/how-it-works/sc-asks-patanjali-ayurved-to-file-original-page-of-all-newspapers-where-apology-was-issued-30339.htm">SC asks Patanjali Ayurved to file original page of all newspapers where apology was issued</a>


The Supreme Court also asked Patanjali Ayurved to file the original page of the original page of the newspaper that contains the unqualified public apology for violating the orders of the court. The Registry has been informed to take it into record, once filed. 

A bench of justices Hima Kohli and Ahsanuddin Amanullah questioned Patanjali’s lawyers for not filing the original copies of the apology before the court. The SC had previously asked them to file the original papers of the apology which the court said was not done

The court also exempted yoga guru and Patanjali Ayurved co-founder Baba Ramdev from personally appearing for the next hearing in the misleading ads case.

Patanjali misleading ads case: Supreme Court to look into IMA president’s interview criticising SC’s remark against private doctors

The Supreme Court on Tuesday, asked Patanjali Ayurved to file the original page of the newspaper that contains the unqualified public apology for violating the orders of the court. The Registry has been informed to take it into record, once filed. 

A bench of justices Hima Kohli and Ahsanuddin Amanullah questioned Patanjali’s lawyers for not filing the original copies of the apology before the court. The SC had previously asked them to file the original papers of the apology which the court said was not done. 

<a href="https://www.storyboard18.com/quantum-brief/patanjali-misleading-ads-case-baba-ramdev-exempted-from-personal-appearance-in-court-on-next-hearing-30327.htm">Read More: Patanjali misleading ads case: Baba Ramdev exempted from personal appearance in court on next hearing</a>

Patanjali Ayurved informed the court that due to the sheer volume of apologies issued across 322 newspapers, filing the original pages would have been cumbersome.

The SC also said that there has been an improvement in the attitude of Patanjali’s management. “There has been a marked improvement. There was only Patanjali earlier, now there are names. We appreciate that. They have understood,” said the SC.

The Supreme Court also exempted yoga guru and Patanjali Ayurved co-founder Baba Ramdev from personally appearing for the next hearing in the misleading ads case.

SC asks Patanjali Ayurved to file original page of all newspapers where apology was issued

The Supreme Court on Tuesday, exempted yoga guru and Patanjali Ayurved co-founder Baba Ramdev from personally appearing for the next hearing in the misleading ads case. 

Justices Hima Kohli and Ahsanuddin Amanullah recognised the apology issued by Ramdev and Acharya Balakrishna in newspapers. The bench also observed the the apology issued earlier was too small and didn’t mention any names besides that of Patanjali Ayurved. 

The court said, "Now there appears to be marked improvement, the ads are now bigger, new ad also mentions Baba Ramdev, the language is adequate. For now, we will allow exemption only for the next date of hearing."

Mukul Rohatgi, appearing for Ramdev, also said that he is filing a contempt case against the Indian Medical Association (IMA) for their remarks on the court order. 

Read More: <a href="https://www.storyboard18.com/quantum-brief/patanjali-misleading-ads-case-uttarakhand-sla-apologises-to-supreme-court-30276.htm">Patanjali misleading ads case: Uttarakhand SLA apologises to Supreme Court</a>


Earlier, the Uttarakhand State Licensing Authority (SLA) apologised to the Supreme Court for unsatisfactory action against Patanjali Ayurved in the misleading ads case, reported Bar and Bench. 

The Uttarakhand SLA has filed a criminal compliant against Baba Ramdev and Acharya Balakrishna for violating the Drugs and Magic Remedies (Objectionable Advertisements) Act, it said in an affidavit filed on Saturday. 

The Indian Medical Association had earlier, filed a plea against Patanjali Ayurved in response to an alleged smear campaign against the Covid-19 vaccination drive and other modern medicine. The affidavit was filed in response to the plea.

PVR Inox starts ad-free movies amid decrease in theatre footfall

Audiences will not see ads even during the intervals. Just upcoming movie trailers will be showcased.

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