13 September 2019 | Volume 8 Issue No:98   Facebook Twitter YouTube YouTube
MAM | Marketing
Psychology and marketing: what influences consumer decisions
My daughter was pestering me for a movie. The movie is only in theatres. After hours of debate, with a thin chance of her to see the movie online, finally, the tickets were booked.
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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

    Watch the Video
MAM | Marketing
How brands welcomed iPhone 11's tri-cam feature on social media
Apple recently unveiled its much-anticipated new lineup of iPhones, including iPhone 11 Pro and iPhone 11 Pro Max and instantly became a fodder for fresh memes on the internet. Apart from the usual 'kidney' jokes, the triple camera feature got hilarious responses from netizens.
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MAM | Media and Advertising
ITC Vivel leads conversation on gender equality
ITC Vivel believes that for a more equal society, awareness of legal rights is the first step towards empowering and protecting women. It firmly believes that no one should have to compromise on their dignity, be discriminated against or denied their rights as provided by law.
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MAM | Media and Advertising
Gatorade India appoints Hima Das as brand ambassador
Gatorade India today announced that it has signed on champion athlete Hima Das as its brand ambassador. She joins athletes PV Sindhu and Neeraj Chopra as the brand's ambassador in India. The brand will be paying tribute to the sprint runner by giving a new twist to its 'Nothing Beats Gatorade' philosophy.
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  iWorld | OTT
  DocuBay and Amazon Pay join hands for an exclusive offer
  Television | TV Channels
  NBA names Rajesh Sethi Managing director of NBA INDIA
  MAM | Media and Advertising
  Stories that (Pod)cast a spell

Television | TV Channels

  Star World all set to #Reunite your family with MasterChef Australia Season 11
  MAM | Marketing
  Amagi announces 1,000-channels broadcast monitoring facility

iWorld | OTT

  Mallika Dua joins the cast of Hotstar Specials 'The Office Season 2'
Television | TV Channels
ZEE Entertainment stake stale's first tranche worth 8.7% completed by Essel Group

Regulators | TRAI

TRAI extends deadline for comments on draft Telecommunication Services Interconnection Regulations

Television | TV Channels

BARC's Elbert D'Silva on kids' viewership trends, NTO impact & category growth prospects
- Electro Rent appoints Jay Geldmacher as new global CEO and president
- Myntra launches digital fashion reality show
  Source: ET BrandEquity
- Supreme Court directs Amazon and direct selling companies to seek early hearing from Delhi HC: Report
  Source: Medianama
- Hima Das named brand ambassador of Gatorade
  Source: BS
- Google advertising practices targeted in antitrust probe
  Source: Financial Express
- Tourism minister Prahlad Patel to visit J&K, Kargil
  Source: ET
- Realme appoints Ayushmann Khurrana as brand ambassador
  Source: Live Mint
- Google Advertising Practices Targeted in US Antitrust Probe
  Source: NDTV
- Modi is biggest brand ambassador of India's tourism: Minister
  Source: TOI
- Adobe, Amazon, AT&T executives lists 5 concerns about Google's anticompetitive ad practices
  Source: BT
- Ad world joins in call pushing US Senate to act on gun violence
- DTC darling Glossier makes first foray into TV advertising

Source: The Drum

- Alan Jones' radio show under 'full review' as advertiser exodus continues

Source: The Guardian

- Koch group targets attorneys general with ads defending tech giants

Source: The Hill

- Google Subpoenaed for Details on Its Ad Business

Source: WSJ

- Comcast launches self-service TV ad platform

Source: Fierce Video

- 'Ad Astra' Again Tops Studios' TV Ad Spending

Source: Variety

- ProSiebenSat.1 and Vodafone trial addressable advertising via HbbTV

Source: Broadband TV News

- Globally Recognized Ad Man Pens Fast and Funny Novel to Support Animal Welfare

Source: Yahoo

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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