15 March 2019 | Volume 7 Issue No:71   Facebook Twitter YouTube YouTube
 
     
 
 
Specials | Event Coverage
Ad industry not kept pace with consumer and digital changes
The last decade has been disruptive for media, advertising and marketing with the evolution of digital. However, Sam Balsara, the veteran in advertising industry, feels that media buying has not been able to keep pace with that change. He also said that the currency that really should be looked at from marketing point of view is cost per unit of brand outcome rather than CPRP or CPT.
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Property Ka Supermarket
 
 
Storyboard:

The film revolves around the journey of a young couple in the supermarket as it has decided to buy a home. With the exploration of various sections and counters of this unique property supermarket, viewers will be able to see it using features and tools that Magicbricks website offers. The advertisement has a high-energy and hummable song, which blends beautifully with the visuals and makes the journey even more memorable. A warm chemistry between the couple along with the lyrical melody makes the film entertaining as well as endearing.The campaign ends showing the couple cheerful and happy in the dream-home of their choice with tagline "India Finds Homes With Us".

 
Protagonist:
Iqbal Khan and Onima Kashyap
 
Language:
Hindi, Tamil, Kannada and Telugu
 
Duration:
TVC - 30 seconds each
 
 
 
Purpose of the ad:

The campaign 'Property Ka Supermarket' is offering a wide choice of properties, products and services. Magicbricks aims to lift the mood of the consumers by showcasing wide choice of properties and tailormade services it has to offer at each and every stage of the home-buying journey. The campaign features television actor Iqbal Khan and model Onima Kashyap as lead protagonists. Using 'Supermarket' as a simile, the campaign presents the world of Magicbricks, its products and services.

 
Client:
Magicbricks
 
Creative Agency:

RK Swamy BBDO

 
Production House:

RAT Films

 
Director:

Ruchi Narayan

 
Creative Director:

Ankur Suman

 
 
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MAM | Marketing
Nestle India ad and sales promotion expenses up 44% in 2018
Food and Beverages major Nestle India Ltd (Nestle India) spent Rs 729.44 crore or 6.46 percent of its operating revenue towards advertisement and sales promotion expenses for the year ended 31 December 2018.
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MAM | Media And Advertising
Lowe Lintas scores creative mandate of Mobile Premier League
Lowe Lintas has won the creative mandate for Mobile Premier League (MPL), following a multi-agency pitch. The account will be handled by the agency's Bangalore office. Talking about appointing Lowe Lintas, Mobile Premier League director Sai Srinivas said, "We went through a long multi-agency pitch before finalising on Lowe Lintas as their campaign idea resonated very well with our brand and their team understood our core consumer really well.
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MAM | Marketing
Marketers reinforcing harmful gender-based stereotypes
As per a recently released AdReaction report by Kantar, marketers today are reinforcing rather than helping to eradicate harmful gender-based stereotypes. While the clear majority of marketers globally (more than 75 per cent) think they are avoiding gender stereotypes, 76 per cent of female consumers and 71 per cent of male consumers believe that the way they're portrayed in advertising is completely out of touch.
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MAM | Media And Advertising
Logicserve Digital wins digital mandate for AU Small Finance Bank
Logicserve Digital, a digital marketing company and the Indian arm of Logicserve Group, has been appointed as the Agency on Records (AOR) for AU Small Finance Bank Limited (AU Bank), a Fortune India 500 Company listed at both NSE and BSE.
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  Specials | Event Coverage
  India's paid VoD users spend 53 per cent watch time on local content
   
  Television | TV Channels
  Sony Pictures Networks India and Olympic Channel to broadcast Olympic Games Tokyo 2020
   
 
   
  Specials | Event Coverage
  Mr. Sunil Gavaskar launches the So Sorry Gully Cricket app by India Today
   
  Iworld | OTT
  TVF's Tripling Season 2 with Drivezy gears up for launch
   
  Television | TV Channels
  Broadcasting rights are the fuel for any sport to grow" Matthew Kurlanzik
   
 
 
 
Specials | Event Coverage
Broadcasters need to relook at content to cope with OTT platforms
 
Television | TV Channels
Republic Network becomes the largest news network with 184 million reach
 
Specials | Event Coverage
Industry experts discuss OTT growth, need for measurement system
 
   
- Ad rates are shooting up this poll season
- 58% ads target women exclusively, 35% target both genders: Kantar report
  Source: ET
   
- Digital ad-fraud in India was worth nearly $1.63 billion in 2018: Report
- Badhaai Ho was originally supposed to be an ad film: Amit Sharma
  Source: Indian Express
   
- MLB hypes plan to cut ad loads; not so fast, say Fox, ESPN
- MillerCoors chases European import growth with Peroni's first national campaign

Source: Ad Ageindia

   
- More than 2.3 billion ads banned by Google in one year

Source: TOI

   
- Apple touts data privacy in TV ad campaign
  Source: Reuters
   
- Trolls, wash your minds with the detergent whose ad you're needlessly slamming!
  Source: DailyO
   
- Facebook weighs refunding advertisers over outage
  Source: ET Brandequity
   
- Google banned 2.3 bn misleading ads that violated its advertising policies in 2018
  Source: Zee Biz
   
- Doordarshan adopts guidelines for gender sensitive programming
  Source: Live Mint
   
 
- Apple ad focuses on iPhone's most marketable feature - privacy
- Google removed 2.3B bad ads, banned ads on 1.5M apps + 28M pages, plans new Policy Manager this year

Source: TC

   
- The Drum Digital Advertising Awards 2019 finalists
- Rickie Fowler returns to 'tailor' a new ad for Grant Thornton

Source: The Drum

   
- Oh, The Delicious Irony! World Famous 'Distracted Boyfriend' Reappears In Ad Promoting Family Values

Source: B&T

   
- How To Stretch Your Ad Dollars During The Super Bowl

Source: Forbes

   
- When Facebook goes down, an economy goes with it

Source: The Verge

   
- Big Business Spent $1.4 Billion On PR, Advertising Over The Last Decade

Source: Huffington Post

   
- Snap shares surge 10% after longtime skeptic upgrades to buy

Source: CNBC

   
- Advertisers Continue to Flee Tucker Carlson. Will Fox News Stick With Him?

Source: RollingStone

   
- Sen. Lankford: FCC Should Ponder Show-Appropriate Ad Requirement

Source: Broadcasting Cable

   
     
Movies | Hindi
Biopics & sports-based films help popularise sporting culture in India
Sattar minute, sattar minute hai tumhare paas ... shayad tumhari zindagi ke sabse khaas sattar minute ... (Seventy minutes, seventy minutes is what you have ... may be the most important seventy minutes of your life..)".
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Movies | Hollywood
MNX announces 'King of Hollywood'
MNX, Hollywood's wild child, launches its biggest property 'King of Hollywood', starting December 17, 2018, Monday to Friday @9pm. MNX, the channel that resonates with the youth through its stylish, edgy, fast-paced, new-age, premium content has crafted the property, 'King of Hollywood' with an aim to find the biggest Hollywood movie buff of all time.
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