MAM

Yesudas's triggerbridge to launch 'Un-News Hour'

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2016/04/12/mam%20agency%20%281%29.jpg?itok=nj1Vjkja

MUMBAI: More often than not, negative and disturbing news dominates prime time television and suppresses the good that happens all around and hence paints a rather cynical picture of society. With an aim to bring these positive stories to the fore, triggerbridge -the unagency by S Yesudas, in partnership with Ajit Nair and Amit Tripathi, has planned the ‘Un News Hour.'

“It is a one-hour prime time news capsule across English, Hindi and all other vernacular languages, which will air only happy news of human achievements, however small or big the achievement might be,” explained media veteran and entrepreneur, Yesudas.

“With every other noise that’s being made everywhere else, this in my opinion, will be an equalizer of sorts, and will be a huge opportunity for those unsung heroes to be recognized, day after day and a big ground of motivation for many more to embark on such initiatives,” he added.

When quizzed about the choice of the title for the initiative, which has indirect reference to Arnab Goswami’s flagship ‘News Hour’ Yesudas shared, “While there was no inspiration from Arnab, I can’t deny the potential of Arnab himself owning up both the News Hour, which is about debate on hot topics in the country and the Un-News Hour, which is just simply happy news to triggerhappy conversations. I have interacted with Arnab and he is a very different human being personally, gentle, soft spoken, intuitive and brilliant. Un-News Hour will give him an opportunity to portray his actual personality where he doesn’t have to lose his cool or get upset with people who are covering up etc”

While the idea is definitely noble, due to lack of proper planning and participation such social initiatives seldom see the light of the day. To this Yesudas commented, “I don’t think any genuine initiative ever fails. If there are hidden agendas, yes it will, much like how Free Basics failed and odd/even (Delhi) succeeded. Both happened around the same time, the former began with so-called support and the later with all the negativity possible. But it is the purity in purpose that made odd/even a success. The attempt here is to motivate people by raising their awareness to the wonderful things that are happening around them. As a dear friend of mine said it is strategy without a map. And yet each element is beautifully tied into each other through human knots of kindness.”

Putting the scale of the initiative in perspective, one can’t help but wonder how triggerbridge planned to cover the costs. “I’m looking for support from clients to cover the actual expenses, not for advertising, but for them to be known for doing something much more meaningful for the people of India. I am happy to say there have been people calling in offering their support in various ways. I got a call from an institute that trains in cinematography, with many trained camera units. They offered to become part of our cause. I have had a doctor calling up offering support. Many friends are waiting in line to offer all kinds of support. I've also tweeted the PM, celebrities like Amitabh Bachchan, requesting each to give the initiative wings,” explained Yesudas.

The entire concept is heavily dependent on partnerships with channels and networks that believe in the cause. “I’m talking to all possible channels. I know this is disruptive and this is not for someone who is only focused on transactions. We are sure to align with a few like-minded people. Conversations are ongoing as we speak. Within two to three weeks we will be able to share names of concrete partners and the status report,” Yesudas concluded.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/20/Kunal-Madhukar.jpg?itok=_VYqvmli
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/anurag.jpg?itok=svdNEKHU
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/Kantar.jpg?itok=xfY0XRLu
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/Vivo_0.jpg?itok=fExeXtdx
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/bigbazzar.jpg?itok=0GsnoZ_x
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/inito.jpg?itok=AwQJneLI
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/Deloitte.jpg?itok=4oU7Xx11
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/break.jpg?itok=NI2aMi1o
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/pvr.jpg?itok=x_vsjB5p
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories