10 February 2016 | Volume 43 Issue No:15   Facebook Twitter YouTube YouTube
 
visit website: www.indiantelevision.com
 
 
 
MAM | Media and Advertising
Myntra's new TVC goes viral
Retail e-commerce giant Myntra's outdoor apparel brand The Roadster Life Co's new TV commercial hit the airwaves recently after it went viral on social media over the last week.
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Myntra: The Road Less Taken
 
 
Storyboard:

The film is a tip of the hat to those who follow the road to pursue unusual passions. A non-linear narrative stitches together three unique instances: a free spirit collecting his own brand of experiences along rocky coastlines, a ranger on a tiger census making her own trail through the forest, and an intrepid duo braving a desert storm to deliver relief supplies. The underlying message is a simple one -the road is both journey and destination for those in search of unique experiences. The recently released film is the first salvo of an integrated interactive campaign for the brand.

 
Creative Team:
Sraman Majumdar (Jijo), Nivina Hameed
 
Films:
Aamina Shazi Arora
 
Account Management:
Keerthi Raju
 
Production House:
Thinkpot Productions
 
Director:
Manoj Pillai
 
 
Purpose of the ad:

The goal was to appeal to a younger audience who value experiences and are tired of the usual tourist spots.The agency's strategic approach was single-minded: to own roads as a brand platform by positioning them as the most diverse of destinations. The claim is subtly supported by the products' deep-design interpretation of archetypal roads, from driveable coastlines and broken paths to desert trails and forest paths. "The challenge was to make Roadster relevant in an increasingly crowded category," said Joono Simon, CEO and Chief Creative Officer at Brave New World. "Roadster is a young brand and social media has a powerful part to play - it was important for the commercial to establish a context for sustainable two-way conversation. Creating a sense of scale was also vital - because the backdrop of the great outdoors is our real invitation. Once you accept it, Roadster has an enabling role to play in your life," added Joono Simon.

 
Client:
Myntra
 
Agency:
Brave New World Communications
 
Founder & Chief Creative Officer:
Joono Simon
 
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Television | TV Channels
BARC & TAM JV christened Meterology Data; BARC to hold majority stake
The joint venture inked last year between television viewership ratings bodies Broadcast Audience Research Council (BARC) India and TAM Media for a meter management company has been christened Meterology Data Pvt Ltd (MDL).
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Television | TV Channels
ZEEL launches 'Zeal For Unity' platform for Ind0-Pak filmmakers
After bridging the cultural gap between India and Pakistan with the launch of the Indian Urdu entertainment channel Zindagi showcasing Pakistani serials, Zee Entertainment Enterprises Ltd (ZEEL) has taken yet another step towards promoting Indo-Pak unity with the launch of an initiative called Zeal For Unity (ZFU).
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Regulators | TRAI
TRAI chief R S Sharma defends differential pricing regulation
While defending the decision on differential pricing for data services from telecom companies, Telecom Regulatory Authority of India (TRAI) chairman R S Sharma categorically stated that with the digital landscape changing constantly, the policy would be reviewed every two years.
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Television | TV Channels
Q1-2016: Viacom revenue down 6%
 
Regulators | I&B Ministry
I&B Ministry mandates BECIL to undertake bidding for social media agency
 
 
Television | TV Channels
National Geographic's 'BSF: India's First Line of Defence' highest rated show
 
Television | TV Channels
FX HD now available to Airtel DTH customers
 
Television | TV Channels
Star World Premiere HD to air 'The People v. O.J. Simpson: American Crime Story'
 
Television | TV Channels
DD Free Dish woos regional channels with special reserve price of Rs 2 crore in 26th e-auction
 
Movies | Hindi
Box Office: 'Ghayal Once Again' opens to tepid response; 'Airlift' collects Rs 111.3 crore
 
DTH | DTH Operator
DTH subs in Jharkhand, West Bengal, J&K jump manifold with DAS Phase III
 
Television | TV Channels
Gemporia targets revenue of Rs 60-100 crore; to launch on Tata Sky
 
Regulators | TRAI
TRAI rules against differential pricing for telecom services; imposes penalty of Rs 50,000 per day for offenders
 
Television | TV Channels
IPL Auction: No hat-trick for Yuvraj Singh; Shane Watson, Pawan Negi fetch maximum
 
IWORLD | OVER THE TOP SERVICES
Netflix renews 'Orange is the New Black' for three seasons
 
- Viacom just dropped more details on how its advertising sales deal with Snapchat is going to work

Source: BI

   
- Bawdy Copy: Corporate whispers in the ad corridors
- Portea Medical launches its first advertising campaign
Source: ET
   
- No V-Day, worship parents, says ad at Delhi Metro stations
- No-ad rule could hurt IPL revenue model
- SGPC seeks apology from pharma company for Gurbani ad
Source: TOI
   
- PCI panel for ad policy on DAVP norms
- Rich tributes paid to doyen of Indian advertisement

Source: The Hindu

   
- Viacom extends ad deal with Snapchat

Source: Reuters

   
- Guess! How much Mark Zuckerberg spent on ad blitzkrieg to promote Free Basics in India

Source: Zee News

   
- The Ad Club calls for 2016 edition of Goafest Abby Awards
- Advertising's classic love stories: Nitesh Tiwari and Ashwiny Iyer Tiwari

Source: Brand Equity

   
- Amagi readies for OTT revolution as TV advertisers ask for more personalised targeting
Source: BS
   
- Of Asaram Bapu, Valentine's Day and Some Regressive Advertising

Source: Ad Age India

   
- Exclusive: Ratan Tata may back mobile advertising platform InMobi

Source: Tech Circle

   
 
- Pinterest Poaches Google Sales Vet to Ramp Up Its Advertising Business
- Q&A: Viacom Is Betting on Snapchat to Stay Relevant With Millennials
- As Most Networks Are Afraid to Cancel New Shows, CBS Just Pulled Angel From Hell
- How Zoolander 2's Kyle Mooney Got Addicted to an Old MTV Reality Show
Source: Ad Week
   
- Google Reverses Its Decision To Ban Ad Blocking Apps From The Google Play Store
- Timing Is Everything: Twitter Unveils First View Ads, Videos At The Top Of Your Timeline
Source: TC
   
- Why Wired's Website Is Going Ad-Free
- Ad Deal with Snapchat Is a Lone Bright Spot at an Ailing Viacom
- Here's What Goes Into Making a Super Bowl Ad
Source: Fortune
   
- The Super Bowl Ad That Set Off Economic Alarm Bells
Source: NY Times
   
- Bloomberg gun-control group launches new ad against McAuliffe
Source: Washington Post
   
- OICisDifferent: The Drug Behind The Super Bowl 50 Constipation Ad
Source: Forbes
   
- Twitter Has a New Video Ad Unit That Will Be Hard to Miss
Source: Recode
   
- Google Bolsters Botnet Defenses In Push To Thwart Ad Fraud
Source: Ad Age
   
- New Trump ad slams Cruz as the 'worst kind of Washington insider'
Source: CNN
   
- Pay Up: Publishers Charge Ad Blockers
Source: Observer
   
     
Movies | Hindi
Yash Raj Films partners 99Games for 'Fan' game
After partnering for the Dhoom: 3 The Game, Yash Raj Films and 99Games have joined hands once again to launch a game of the film Fan starring Shah Rukh Khan.
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MOVIES | Hollywood
Star Movies & Star Movies Select HD line-up movies leading up to Oscars
The Oscars are just round the corner and Star India's English movies channels will celebrate the month by airing award winning movies.
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