Leading with purpose creates wins for consumers, community and country: Hina Nagarajan of Diageo India

'Largest employer in the world is inefficiency': CRED's Kunal Shah at Storyboard18 Global Pioneers Summit

Unheard tales of Maggi’s redemption: How poetry and nostalgia revived an iconic brand

Content creator Raj Shamani’s journey: Prioritizing substance over virality

MIB’s Ashwini Vaishnaw at Storyboard18 DNPA Conclave: Govt working for fair compensation for media houses

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

India’s premier global media  and entertainment convention, FICCI Frames is gearing up to celebrate its 25th anniversary this year and Bollywood actor Ayushmann Khurrana has been announced as the brand ambassador of FICCI Frames.
 
The theme of this year is ‘RISE: Redefining Innovation, Sustainability, and Excellence’ which underscores the transformative impact of FICCI FRAMES in shaping narratives, fostering creativity, and driving the evolution of the Media & Entertainment industry.
 
As FICCI Frames has evolved into an essential platform for collaboration, Khurrana’s involvement as a brand ambassador further underscores the importance of the event in uniting industry leaders and creative talents alike.
 
Held annually in Mumbai, the event brings together influential personalities, creative professionals, and policymakers from around the world to discuss emerging trends, innovative technologies, and key challenges in the entertainment landscape. The event includes various formats such as keynote addresses, B2B meetings, masterclasses, policy roundtables, Best Animated FRAMES Awards (BAF), global content market, exhibitions, and vibrant cultural evenings.
 
Notable global figures have graced the FICCI Frames in the past, including Hollywood stars like Hugh Jackman, acclaimed actor and humanitarian; James Murdoch, CEO of 21st Century Fox; Charles H. Rivkin, Chairman of the Motion Picture Association of America (MPAA); and Gary Knell, Chairman of National Geographic Partners. Other luminaries include former Federal Communications Commission Commissioner Ajit Pai, Jim Egan, CEO of BBC Global News, and JB Perrette, President of Discovery Networks International, among many others.
 
FICCI Frames has also witnessed influential addresses by Mukesh Ambani, Chairman and Managing Director of Reliance Industries; Azim Premji, Chairman of Wipro Limited; as well as beloved Bollywood stars such as Shahrukh Khan, Aishwarya Rai Bachchan, Madhuri Dixit Nene, and Amitabh Bachchan.
 
Mr Kevin Vaz, Chair, FICCI Media and Entertainment Committee & CEO, Entertainment, Jiostar said, “The silver jubilee edition of FICCI FRAMES is a celebration of 25 years of excellence and a tribute to the legacy we have built-in shaping India’s Media & Entertainment industry. Ayushmann Khurrana, with his incredible journey of creativity, innovation, and connection with audiences, represents the very ethos of FICCI FRAMES. His association will elevate this milestone event and inspire future generations of storytellers and creators.”
 
Speaking of his association with FICCI Frames, Mr Ayushmann Khurrana said, “It is a huge honor for me to be announced as the first Brand Ambassador for FICCI Frames in its silver jubilee year. As someone who arrived in Mumbai from Chandigarh with nothing but dreams in my eyes, I could never have imagined this incredible journey, one where my work has not only touched lives but also become a part of India's rich pop culture tapestry. In my new role, I am committed to working closely with the exceptional FICCI team to champion disruption, celebrate innovation, and highlight the excellence our industry consistently delivers.”
 
FICCI Frames has a rich history of leadership as it was formerly chaired by Legendary Yash Chopra and co-chaired by Karan Johar. Currently lead by Kevin Vaz (CEO, Broadcast Entertainment, Viacom 18, with co-chaired by Sandhya Devanathan (VP and MD Meta India) and Arjun Nohwar (GM, South Asia, Warner Bros. Discovery) as part of the FICCI Media & Entertainment Committee.
 
The 25th edition of FICCI Frames promises to be a grand affair, with a renewed focus on new-age technologies such as artificial intelligence, digital content creation, virtual reality, and the metaverse, alongside traditional media and entertainment. 

Ayushmann Khurrana appointed ambassador for FICCI Frames

The Modi government on Wednesday approved the establishment of a National Centre of Excellence (NCoE) for Animation, Visual Effects, Gaming, Comics, and Extended Reality (AVGC-XR) in Mumbai as a not-for-profit company. This initiative has been praised by the AVGC industry, which further will attract foreign investments, boosting the sector. 

The Federation of Indian Chambers of Commerce and Industry (FICCI) and the Confederation of Indian Industry (CII), representing industry bodies, will collaborate with the government in setting up the proposed Institute of Immersive Creators (IIIC).

This initiative aims to position India as a content hub, providing state-of-the-art content to enhance India's global soft power and draw foreign investments into the media and entertainment sector. The center will be established in Mumbai as a Section 8 Company under the Companies Act, 2013.

Storyboard18 reported on September 6 that the Department for Promotion of Industry and Internal Trade (DPIIT) is expediting the FDI policy for online gaming, which will formalize 100 percent foreign direct investment (FDI) in the sector.

Telangana has been a frontrunner with its IMAGE (Innovation in Multimedia Animation Gaming and Entertainment) policy, and the IMAGE Tower, a hub for the AVGC industry, is a successful state initiative. 

Shaik Khaja Vali, Chief Operating Officer of Telangana VFX, Animation and Gaming Association (TVAGA), commented, “This is a welcome move by the government. It will help build a strong ecosystem for the AVGC industry. The Central government should support states in growing this ecosystem. The establishment of the NCoE will not only create an academic foundation for beginners but also accelerate the growth of the AVGC industry across the country.”

Vali added, “This initiative will undoubtedly attract foreign investments and benefit numerous startups, animation and gaming studios, and the AVGC industry as a whole.”

AVGC industry experts expect overall revenues to surpass $26 billion by 2030, up from the current $3 billion, which accounts for 5% of the global market. The AVGC sector currently employs 260,000 people and is projected to create over 2.3 million jobs by 2032.

Akshat Rathee, Co-founder and Managing Director of NODWIN Gaming applauded the government's decision and said, "The establishment of the National Centre of Excellence (NCoE) for AVGC-XR marks a milestone for India's entertainment industry. The NCoE will act as a beacon for both amateurs and professionals of the industry to learn and sharpen their craft. The NCoE will further strengthen the roots of this industry and help in creating skilled professionals by nurturing creativity through cutting edge technologies and expert mentorship. This will provide an impetus to the country’s AVGC - XR ecosystem and help solidify India as a powerhouse of this industry, globally."

Speaking about increase in foreign investments, Roby John, CEO and Co-Founder of SuperGaming, said, "The NCoE's role as an incubation hub will be a game-changer for startups, fostering innovation and supporting early-stage companies that could shape the next generation of gaming experiences. Just as IITs and NITs advanced engineering and technology, and IIMs boosted management, we believe the NCoE for AVGC-XR will similarly revolutionize India's gaming industry."

John further noted, "As gaming continues to blend entertainment and technology, we can expect a rise in both domestic and foreign investments, as the global industry views India as a content hub. With a focus on cutting-edge technology, along with government and industry support, significant FDI will flow into the gaming sector, further boosting India's global position in gaming."

Animesh Agarwal, also known as 8Bit Thug, Co-Founder of S8UL and 8Bit Creatives, said, "The establishment of the NCoE for AVGC-XR is truly commendable. It will provide young enthusiasts across the country access to the latest technology, valuable mentorship, and guidance to upskill and enter the industry."

Agarwal also added, "The NCoE will support and nurture the development of Made-in-India game titles for a global audience by leveraging India's rich history and cultural diversity. This will allow Indian content creators to thrive and make a lasting impact in the global gaming ecosystem."

The establishment of NCoE marks a significant step in the government's commitment to empowering India's AVGC sector. This will not only boost the ecosystem but will create millions of jobs leading to innovations and shaping the future of immersive content both locally and globally.

AVGC sector applauds govt nod for NCoE, projects $26 billion growth by 2030

Sports is giving Bollywood a run for its money when it comes to endorsements and sponsorships.

Arun Pandey, CMD, Rhiti Sports Management (P) Ltd, in the Digital Acceleration 2.0 report by Duff &amp; Phelps says the emergence of D2C brands is leading to marketers looking at associations with celebrity brands for targeted outreach of their products. And it is not just about Bollywood anymore.

He says cricketers, sportspersons and other social media influencers are being roped in as brand ambassadors where the strategy is to associate with the endorser who can ensure better and higher engagement with the product’s potential consumers.

Live sports pushing the envelope for the genre

“Linear TV and Live sports as a category is on an all-time high with emerging sports adding on to the fanfare that only cricket has enjoyed for the longest time. While cricket still leads the pack, other sports and sports stars have started to become a big part of brands and marketing in the present times,” says N. Chandramouli, chief executive officer (CEO) of Mumbai-based brand intelligence and advisory firm TRA Research.

According to him the success of a movie is a shared reward and is a major factor that builds the brand value of the celebrity but in sports the sports stars are on their own. Their individual performance makes and breaks the game for them when it comes to bagging endorsement deals.

Moreover, the segment also grew multifold in the last two years in terms of reach through their live content. A recent FICCI report says that the Indian sports segment grew 62 percent in 2021, exceeding pre COVID-19 levels, and television garnered 84 percent of media spends on sports. Live sports programming also increased to 21 percent of total programming hours leading to marketers cashing in on the reach and access.

Why are marketers focusing on sports more than entertainment stars?

Explaining what marketers are looking for exactly when they opt for sports stars over entertainment personalities Aviral Jain, Managing Director at proprietary data, technology and insights company Kroll says, “Today, a large section of the Indian population consists of millennials and Gen Z, and brands look to tap into this budding consumer pool through relevant celebrity partnerships and focused marketing strategies.”

Sports celebrities according to him are typically able to establish a strong emotional connect with the youth today with a sense of ownership and loyalty, enabling brands to successfully correlate their product to these qualities. “They also provide new aspirational figures for the youth to continuously relate to,” he says.

Emerging brand assets in sports

Talking of new aspirational figures, after the Tokyo Olympics, names like Bajrang Punia, Devendra Jhajharia, Neeraj Chopra and PV Sindhu came to the forefront as they added major endorsement deals to their brand portfolio.

Brands across sectors ditched popular Bollywood names to add rising sports stars to their marketing communications for enhanced targeted reach and engagement.

Some of these new deals included Bridgestone and APIS Himalaya Honey signing on P.V. Sindhu, Mobil India getting Bajrang Punia on board, Citibank onboarding Devendra Jhajharia (from Paralympic javelin throw) followed by several others like TATA AIA Life Insurance, Cred and Country Delight Naturals who got Neeraj Chopra as their ambassador, Amrutanjan Healthcare that for Saikhom Mirabai Chanu and SmartValue Health Care products that got Ravi Kumar Dahiya.

The medalists from the Tokyo Olympics 2020 brought more to the table than any Bollywood celebrity in the year gone by, with the high engagement rates that came from the enormous growth in their social media following.

According to a recent Duff &amp; Phelps report, Neeraj Chopra who had a 133K follower base on social platforms saw a 2682 percent growth, followed by Saikhom Mirabai Chanu who saw a 853.3 percent growth post the Olympics. Others like P.V. Sindhu, Bajrang Punia, Ravi Kumar Dahiya, Lovlina Borgohain, Parattu Raveendran Sreejesh and Manpreet Singh also saw a growth in the follower base anywhere between 45 percent and 600 percent.

Jain says the growing followership and consistent engagement across digital media enables fans to connect with sportspersons off the field as well, making these celebrities more relatable and approachable.

“These insights into the lives of sports celebrities strengthen the emotional connect, which when amplified by the usage of social media makes it more rewarding for a brand engagement,” he said.

No wonder new-age brands especially those targeting the millennial crowd who are targeted mostly on digital platforms made a beeline for sports stars.

However, this doesn’t throw cricket stars out of the scene. According to the same celebrity valuation report, Virat Kohli consistently tops the charts for the fifth time in a row as the country’s most valued celebrity with a brand value of USD 185.7 million.

Like most other brands that work with Kohli, MPL too picked up the cricketer for his consumer connect. Brands say they share the same set of values with the former India captain.

“Virat has the same traits as MPL does—young, bold, competitive, and hence he was a perfect brand fit for us as we looked to scale rapidly from a young brand to a household name in the country,” says Manish Shrivastava, VP - Marketing, MPL

M.S. Dhoni, Jasprit Bumrah, K.L. Rahul, Rohit Sharma and Sachin Tendulkar are also the evergreen brand favourites across sectors.

Striking a balance between Bollywood and Sports

For some brands though it’s all about balance. Like Amit Bhardwaj, CMO and Founder at fantasy platform, Fantasy Akhada says, “There is a good mix of sports persons and actors when it comes to brands taking a pick for the right face for their brand. This clearly shows similar brand value for both categories of professionals. However, I feel that the opportunities to showcase a brand are much more when it comes to live sports; and it has only increased with the Indian Premier League becoming a perfect platform for brands across industries to launch/showcase their products.”

According to Bhardwaj, one of the other reasons for live sports being a sought after marketing opportunity, is the kind of companies spending heavy marketing bucks today. It provides brands from SportsTech, E-Commerce, EdTech, etc. to address the right TG.

Bhardwaj chose his endorsers carefully. They worked with Harsha Bhogle and Ali Fazal for their campaign where Bhogle represented the more urban cricket loving population while Fazal gave them access to the hinterland of India where their Hindi-speaking TG is.

Note to readers: Storyboard18’s new Month In Focus initiative spotlights themes and topics that are pushing marketers to reshape and rethink how brands interact with today’s customers. Our first theme is Just Sports, a special spotlight on sports marketing presented by Sports18. We bring to you stories of how marketers are harnessing the power of technology, innovation and creativity in sports to create powerful storytelling in campaigns that increase affinity and loyalty with audiences. From traditional sports platforms around cricket to emerging games and the rise of esports, we get leading voices from the marketing and sports worlds to give us sharp and fast insights into future-facing marketing practices. Also, tune in for analyses which will surface ideas and strategies that are helping brands to level up experiences and storytelling with authentic collaborations. So watch this space for Just Sports.