24 October 2019 | Volume 9 Issue No:27   Facebook Twitter YouTube YouTube
MAM | Marketing
Movie producers spend 35% of marketing budgets online
Long gone are the days when people decided to go for the movies based on the life-size posters of their favourite 'stars' acting in them or watching 90-second long trailers on television.
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Sony SAB Brand Film Supermarket

The film is about a newly married couple who have set out for their honeymoon. Their excitement of being together is temporarily marred by the fact that they have been allocated two separate seats in the plane. The girl is visibly anxious to get this sorted by somehow exchanging seats which would then allow the two of them to sit together. She takes her request to change seats to her co-passenger who is a sombre, elderly and retired sort of a gentleman and a seemingly no nonsense kind of a person. He politely declines her offer because he prefers aisle seats and wont move to a middle seat in exchange. However, this matter of fact guy has a sudden change of mood when a young chirpy girl recognises him to be a professor whose books helped her to do well in her studies. The engagement with this girl, which makes him feel happy and recognised, pushes him to loosen up and offer his seat to the the girl's husband. The film is shot in a plane and resembles a typical scenario before take off when passengers are all trying to settle in and tuck their bags in their overhead bins. The film finally ends with a track that helps accentuate the turn around of events to a happy amicable space with the end tagline of " khushiyonwaali feeling".

Bhumika sharma
60 seconds
Purpose of the ad:

The key purpose of the campaign is to drive awareness of the light hearted content available on Sony SAB that lightens our lives. The brand has set out to do this by way of the insight that "Our lives are filled with stress and daily struggles, with no respite, even a small dose of happiness can have a big influence in looking at the world in a more positive light. Happiness has the ability to create a domino effect where you don't just want to contain it to yourself but it propels you to really pay it forward." So, the dimension of happiness that we wanted to champion at Sony SAB, marrying with the consumer insight was "Jitniinsaankikhushibadhtihai, utniheeduniyameininsaniyatbhibadhtihai". Keeping this core thought in mind, Sony SAB has launched this campaign with a new tagline 'KhushiyonWali Feeling'. This was the guiding force for the campaign which is a series of 3 films that creatively showcases through relatable everyday instances how happiness begets humanity.

Sony SAB
Creative Agency:


Production House:

Boot Polissh Films


Sana Ahmed

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MAM | Marketing
Markelytics launches 'Do It Yourself' (DIY) Market Research Solutions for Marketers & Research Agencies
Markelytics Solutions, a leading global market research and analysis company launched a range of DIY Research Platforms for companies & research agencies to help them uncover insights and relevant market data by themselves and at their own set of parameters, scale, and pace.
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MAM | Marketing
Sabhyata takes a step towards redefining relationships this Diwali
Sabhyata, one of India's leading ethnic wear brand launches their Diwali brand campaign focussed on demystifying the stereotyped relationships. The video brings to life Sabhyata's philosophy of celebrating womanhood. This campaign, by Sabhyata, is an initiative to redefine the relationship between a daughter-in-law and her mother- in-law.
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MAM | Marketing
Rezo.ai introduces 'Converse' - Conversational AI for enriched customer experience this festive season
Rezo.ai - A Conversational AI platform is disrupting the customer service segment in India with its cutting-edge solution, CONVERSE, for richer customer experience this festive season. With the ability to understand the customer mood, predict interest levels, jargons, and lingos, CONVERSE provides appropriate and personalized responses to customer queries.
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  Television | TV Channels
  English movie genre becomes top gainer in Chrome DM week 42
  iWorld | OTT
  ZEE5 Global makes key appointments in product and tech team
  Television | TV Channels
  TLC gets ready for the wedding season with its new short format series - 'The Bonafide Bride'
  MAM | Marketing
  Benedict Cumberbatch to endorse MG Motor India's upcoming electric car: the MG ZS EV
  Television | TV Channels
  Zee Media Diwali Festival further strengthens ties between India and Mauritius
  MAM | Marketing
  YES BANK wins Digital Payments Award at MEITY Startup Summit 2019
DTH | DTH Operator
DTH operators against imposition of further regulation on platform services

Television | TV Channels

Sony YAY!'s consolidation plan in regional markets

DTH | DTH Services

DishTV's OTT app Watcho arrives on Amazon Fire TV
- ASCI upholds complaints against 299 misleading advertisements
- A guide to the great Indian festive season of marketing
  Source: ETBrand Equity
- Facebook announces steps to protect US 2020 elections; no mention of fact-checking political ads
  Source: Medianama
- Google India's FY19 revenue halves due to change in accounting standards
  Source: Live Mint
- Online leather accessory brand Brune & Bareskin signs Harbhajan Singh as brand ambassador
  Source: ET
- Amazon launches ad-supported News app on Fire TV and Fire Tablets
  Source: India Today
- Mark Zuckerberg appears in Congress as Facebook faces scrutiny
  Source: Financial Express
- Uniqlo ad sparks protest, parody as South Korea-Japan dispute flares
  Source: Reuters
- This ad wants women to take care of their health, but not everyone is buying it
  Source: The Print
- How Japan Airlines' ad campaigns took flight after changing its programmatic strategy
- Snap focuses on improving ad measurement as revenue climbs

Source: The Drum

- Streaming service Quibi sells out of its $150M in first-year ad inventory

Source: TC

- 'Terminator: Dark Fate' Tops Studios' TV Ad Spending

Source: Variety

- Facebook's Zuckerberg gets grilled over political ad policy

Source: Cnet

- Lawsuit over transit ad space denial heads to appeals court

Source: Washington Post

- Quibi Sells Out $150M In Launch-Year Advertising Inventory

Source: Deadline

- Florida State AD vehemently denies he'd have interest in bringing in Urban Meyer

Source: Fox News

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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