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  3. at PhpEngine->evaluatePath('/home/exchange4media/public_html/e4mfront/storage/framework/views/a824c6fa6c6850d1577a689b503f522430a05cab.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'ArrViewArticle' => object(stdClass), 'metatitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogtitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_40591.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_40591.jpg', 'ogurl' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'canonical' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'metadescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ogdescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87231,"title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"16:01:42","url":"","meta_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","meta_desc":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","social_summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon. With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.\\"<\\/div>","social_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69148,"phototitle":"","photopath":"1510914685_kuDtmR_big_britania.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62156,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87229,"title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:23:13","url":"","meta_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","meta_desc":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","social_summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","web_exclusive":0,"author_type":2,"description":"<em><strong>Somany Ceramics<\\/strong><\\/em> has launched a latest 360\\u00b0 brand campaign - \\u2018Apka style, Somany style\\u2019. The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. 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Maggi, Nescafe, Lactogen, Kitkat, Munch and Milkybar are few of its&nbsp;flagship brands.","social_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69037,"phototitle":"","photopath":"1510575587_ejKLk4_big3.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62074,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/advertising/rewind-2010-share-of-channel-genres-at-all-india-level_40591.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]')) in CompilerEngine.php line 59
  4. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/article/article_landing.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'ArrViewArticle' => object(stdClass), 'metatitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogtitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_40591.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_40591.jpg', 'ogurl' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'canonical' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'metadescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ogdescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87231,"title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"16:01:42","url":"","meta_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","meta_desc":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","social_summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon. With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. 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The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. Local brands don\\u2019t carry the heavy baggage of their legacy, they can improvise and they can take risks. <br><\\/p><p><o:p><\\/o:p><\\/p>","social_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69099,"phototitle":"","photopath":"1510800648_2oSGP5_vivekpatni.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62053,"author_id":1216,"photo":"","authorname":"Anam Khan","name":"Marketing"},{"article_id":87151,"title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","for_homepage":1,"important":0,"publish_date":"2017-11-13","publish_time":"17:49:51","url":"","meta_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","meta_desc":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","social_summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","web_exclusive":0,"author_type":2,"description":"Nestle India has called for a consolidated media and digital pitch in Delhi, according to media reports. 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Maggi, Nescafe, Lactogen, Kitkat, Munch and Milkybar are few of its&nbsp;flagship brands.","social_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69037,"phototitle":"","photopath":"1510575587_ejKLk4_big3.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62074,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/advertising/rewind-2010-share-of-channel-genres-at-all-india-level_40591.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]')) in View.php line 137
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The data is for the period January-December 18, 2010.', 'ogdescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. 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With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.\\"<\\/div>","social_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69148,"phototitle":"","photopath":"1510914685_kuDtmR_big_britania.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62156,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87229,"title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:23:13","url":"","meta_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","meta_desc":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","social_summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","web_exclusive":0,"author_type":2,"description":"<em><strong>Somany Ceramics<\\/strong><\\/em> has launched a latest 360\\u00b0 brand campaign - \\u2018Apka style, Somany style\\u2019. The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. Local brands don\\u2019t carry the heavy baggage of their legacy, they can improvise and they can take risks. <br><\\/p><p><o:p><\\/o:p><\\/p>","social_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69099,"phototitle":"","photopath":"1510800648_2oSGP5_vivekpatni.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62053,"author_id":1216,"photo":"","authorname":"Anam Khan","name":"Marketing"},{"article_id":87151,"title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","for_homepage":1,"important":0,"publish_date":"2017-11-13","publish_time":"17:49:51","url":"","meta_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","meta_desc":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","social_summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","web_exclusive":0,"author_type":2,"description":"Nestle India has called for a consolidated media and digital pitch in Delhi, according to media reports. Zenith from Publicis Groupe is the incumbent on the account. The account size is estimated to be in the range of Rs 650 crore.<br><br>Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages. Maggi, Nescafe, Lactogen, Kitkat, Munch and Milkybar are few of its&nbsp;flagship brands.","social_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69037,"phototitle":"","photopath":"1510575587_ejKLk4_big3.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62074,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/advertising/rewind-2010-share-of-channel-genres-at-all-india-level_40591.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in CompilerEngine.php line 59
  4. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/layouts/app.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 0, 'ArrViewArticle' => object(stdClass), 'metatitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogtitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_40591.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_40591.jpg', 'ogurl' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'canonical' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'metadescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ogdescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87231,"title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"16:01:42","url":"","meta_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","meta_desc":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","social_summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon. With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.\\"<\\/div>","social_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69148,"phototitle":"","photopath":"1510914685_kuDtmR_big_britania.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62156,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87229,"title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:23:13","url":"","meta_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","meta_desc":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","social_summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","web_exclusive":0,"author_type":2,"description":"<em><strong>Somany Ceramics<\\/strong><\\/em> has launched a latest 360\\u00b0 brand campaign - \\u2018Apka style, Somany style\\u2019. The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. Local brands don\\u2019t carry the heavy baggage of their legacy, they can improvise and they can take risks. <br><\\/p><p><o:p><\\/o:p><\\/p>","social_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69099,"phototitle":"","photopath":"1510800648_2oSGP5_vivekpatni.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62053,"author_id":1216,"photo":"","authorname":"Anam Khan","name":"Marketing"},{"article_id":87151,"title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","for_homepage":1,"important":0,"publish_date":"2017-11-13","publish_time":"17:49:51","url":"","meta_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","meta_desc":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","social_summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","web_exclusive":0,"author_type":2,"description":"Nestle India has called for a consolidated media and digital pitch in Delhi, according to media reports. 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Maggi, Nescafe, Lactogen, Kitkat, Munch and Milkybar are few of its&nbsp;flagship brands.","social_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69037,"phototitle":"","photopath":"1510575587_ejKLk4_big3.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62074,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/advertising/rewind-2010-share-of-channel-genres-at-all-india-level_40591.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in View.php line 137
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With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.\\"<\\/div>","social_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69148,"phototitle":"","photopath":"1510914685_kuDtmR_big_britania.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62156,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87229,"title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:23:13","url":"","meta_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","meta_desc":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","social_summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","web_exclusive":0,"author_type":2,"description":"<em><strong>Somany Ceramics<\\/strong><\\/em> has launched a latest 360\\u00b0 brand campaign - \\u2018Apka style, Somany style\\u2019. The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. Local brands don\\u2019t carry the heavy baggage of their legacy, they can improvise and they can take risks. <br><\\/p><p><o:p><\\/o:p><\\/p>","social_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69099,"phototitle":"","photopath":"1510800648_2oSGP5_vivekpatni.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62053,"author_id":1216,"photo":"","authorname":"Anam Khan","name":"Marketing"},{"article_id":87151,"title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","for_homepage":1,"important":0,"publish_date":"2017-11-13","publish_time":"17:49:51","url":"","meta_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","meta_desc":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","social_summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","web_exclusive":0,"author_type":2,"description":"Nestle India has called for a consolidated media and digital pitch in Delhi, according to media reports. Zenith from Publicis Groupe is the incumbent on the account. The account size is estimated to be in the range of Rs 650 crore.<br><br>Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages. Maggi, Nescafe, Lactogen, Kitkat, Munch and Milkybar are few of its&nbsp;flagship brands.","social_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69037,"phototitle":"","photopath":"1510575587_ejKLk4_big3.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62074,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/advertising/rewind-2010-share-of-channel-genres-at-all-india-level_40591.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]')) in CompilerEngine.php line 59
  10. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/article/article_landing.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'ArrViewArticle' => object(stdClass), 'metatitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogtitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_40591.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_40591.jpg', 'ogurl' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'canonical' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'metadescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ogdescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87231,"title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"16:01:42","url":"","meta_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","meta_desc":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","social_summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon. With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.\\"<\\/div>","social_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69148,"phototitle":"","photopath":"1510914685_kuDtmR_big_britania.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62156,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87229,"title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:23:13","url":"","meta_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","meta_desc":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","social_summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","web_exclusive":0,"author_type":2,"description":"<em><strong>Somany Ceramics<\\/strong><\\/em> has launched a latest 360\\u00b0 brand campaign - \\u2018Apka style, Somany style\\u2019. The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. Local brands don\\u2019t carry the heavy baggage of their legacy, they can improvise and they can take risks. <br><\\/p><p><o:p><\\/o:p><\\/p>","social_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69099,"phototitle":"","photopath":"1510800648_2oSGP5_vivekpatni.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62053,"author_id":1216,"photo":"","authorname":"Anam Khan","name":"Marketing"},{"article_id":87151,"title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","for_homepage":1,"important":0,"publish_date":"2017-11-13","publish_time":"17:49:51","url":"","meta_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","meta_desc":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","social_summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","web_exclusive":0,"author_type":2,"description":"Nestle India has called for a consolidated media and digital pitch in Delhi, according to media reports. 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Maggi, Nescafe, Lactogen, Kitkat, Munch and Milkybar are few of its&nbsp;flagship brands.","social_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69037,"phototitle":"","photopath":"1510575587_ejKLk4_big3.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62074,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/advertising/rewind-2010-share-of-channel-genres-at-all-india-level_40591.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]')) in View.php line 137
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2/4 ErrorException in 316739352f3ce57d2b16a0b9ad52ae4c14befb8a.php line 52: Invalid argument supplied for foreach() (View: /home/exchange4media/public_html/e4mfront/resources/views/layouts/header.blade.php)

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  3. at PhpEngine->evaluatePath('/home/exchange4media/public_html/e4mfront/storage/framework/views/316739352f3ce57d2b16a0b9ad52ae4c14befb8a.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 1, 'ArrViewArticle' => object(stdClass), 'metatitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogtitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_40591.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_40591.jpg', 'ogurl' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'canonical' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'metadescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ogdescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87231,"title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"16:01:42","url":"","meta_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","meta_desc":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","social_summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon. With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.\\"<\\/div>","social_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69148,"phototitle":"","photopath":"1510914685_kuDtmR_big_britania.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62156,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87229,"title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:23:13","url":"","meta_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","meta_desc":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","social_summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","web_exclusive":0,"author_type":2,"description":"<em><strong>Somany Ceramics<\\/strong><\\/em> has launched a latest 360\\u00b0 brand campaign - \\u2018Apka style, Somany style\\u2019. The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. Local brands don\\u2019t carry the heavy baggage of their legacy, they can improvise and they can take risks. <br><\\/p><p><o:p><\\/o:p><\\/p>","social_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69099,"phototitle":"","photopath":"1510800648_2oSGP5_vivekpatni.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62053,"author_id":1216,"photo":"","authorname":"Anam Khan","name":"Marketing"},{"article_id":87151,"title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","for_homepage":1,"important":0,"publish_date":"2017-11-13","publish_time":"17:49:51","url":"","meta_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","meta_desc":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","social_summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","web_exclusive":0,"author_type":2,"description":"Nestle India has called for a consolidated media and digital pitch in Delhi, according to media reports. Zenith from Publicis Groupe is the incumbent on the account. The account size is estimated to be in the range of Rs 650 crore.<br><br>Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages. Maggi, Nescafe, Lactogen, Kitkat, Munch and Milkybar are few of its&nbsp;flagship brands.","social_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69037,"phototitle":"","photopath":"1510575587_ejKLk4_big3.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62074,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/advertising/rewind-2010-share-of-channel-genres-at-all-india-level_40591.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in CompilerEngine.php line 59
  4. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/layouts/header.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 1, 'ArrViewArticle' => object(stdClass), 'metatitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogtitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_40591.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_40591.jpg', 'ogurl' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'canonical' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'metadescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ogdescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87231,"title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"16:01:42","url":"","meta_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","meta_desc":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","social_summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon. With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.\\"<\\/div>","social_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69148,"phototitle":"","photopath":"1510914685_kuDtmR_big_britania.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62156,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87229,"title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:23:13","url":"","meta_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","meta_desc":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","social_summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","web_exclusive":0,"author_type":2,"description":"<em><strong>Somany Ceramics<\\/strong><\\/em> has launched a latest 360\\u00b0 brand campaign - \\u2018Apka style, Somany style\\u2019. The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. 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How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. Local brands don\\u2019t carry the heavy baggage of their legacy, they can improvise and they can take risks. <br><\\/p><p><o:p><\\/o:p><\\/p>","social_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69099,"phototitle":"","photopath":"1510800648_2oSGP5_vivekpatni.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62053,"author_id":1216,"photo":"","authorname":"Anam Khan","name":"Marketing"},{"article_id":87151,"title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","for_homepage":1,"important":0,"publish_date":"2017-11-13","publish_time":"17:49:51","url":"","meta_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","meta_desc":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","social_summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","web_exclusive":0,"author_type":2,"description":"Nestle India has called for a consolidated media and digital pitch in Delhi, according to media reports. 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Maggi, Nescafe, Lactogen, Kitkat, Munch and Milkybar are few of its&nbsp;flagship brands.","social_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69037,"phototitle":"","photopath":"1510575587_ejKLk4_big3.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62074,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/advertising/rewind-2010-share-of-channel-genres-at-all-india-level_40591.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in View.php line 137
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  9. at PhpEngine->evaluatePath('/home/exchange4media/public_html/e4mfront/storage/framework/views/5fda27f1dfe23a6e39dfef4a342bbbab50e9288d.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 0, 'ArrViewArticle' => object(stdClass), 'metatitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogtitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_40591.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_40591.jpg', 'ogurl' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'canonical' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'metadescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. 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With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.\\"<\\/div>","social_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69148,"phototitle":"","photopath":"1510914685_kuDtmR_big_britania.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62156,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87229,"title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:23:13","url":"","meta_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","meta_desc":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","social_summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","web_exclusive":0,"author_type":2,"description":"<em><strong>Somany Ceramics<\\/strong><\\/em> has launched a latest 360\\u00b0 brand campaign - \\u2018Apka style, Somany style\\u2019. The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. 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Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. Local brands don\\u2019t carry the heavy baggage of their legacy, they can improvise and they can take risks. <br><\\/p><p><o:p><\\/o:p><\\/p>","social_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69099,"phototitle":"","photopath":"1510800648_2oSGP5_vivekpatni.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62053,"author_id":1216,"photo":"","authorname":"Anam Khan","name":"Marketing"},{"article_id":87151,"title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","for_homepage":1,"important":0,"publish_date":"2017-11-13","publish_time":"17:49:51","url":"","meta_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","meta_desc":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","social_summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","web_exclusive":0,"author_type":2,"description":"Nestle India has called for a consolidated media and digital pitch in Delhi, according to media reports. Zenith from Publicis Groupe is the incumbent on the account. The account size is estimated to be in the range of Rs 650 crore.<br><br>Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages. Maggi, Nescafe, Lactogen, Kitkat, Munch and Milkybar are few of its&nbsp;flagship brands.","social_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69037,"phototitle":"","photopath":"1510575587_ejKLk4_big3.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62074,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/advertising/rewind-2010-share-of-channel-genres-at-all-india-level_40591.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in CompilerEngine.php line 59
  10. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/layouts/app.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 0, 'ArrViewArticle' => object(stdClass), 'metatitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogtitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_40591.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_40591.jpg', 'ogurl' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'canonical' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'metadescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ogdescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87231,"title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"16:01:42","url":"","meta_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","meta_desc":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","social_summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon. With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.\\"<\\/div>","social_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69148,"phototitle":"","photopath":"1510914685_kuDtmR_big_britania.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62156,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87229,"title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:23:13","url":"","meta_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","meta_desc":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","social_summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","web_exclusive":0,"author_type":2,"description":"<em><strong>Somany Ceramics<\\/strong><\\/em> has launched a latest 360\\u00b0 brand campaign - \\u2018Apka style, Somany style\\u2019. The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. Local brands don\\u2019t carry the heavy baggage of their legacy, they can improvise and they can take risks. <br><\\/p><p><o:p><\\/o:p><\\/p>","social_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69099,"phototitle":"","photopath":"1510800648_2oSGP5_vivekpatni.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62053,"author_id":1216,"photo":"","authorname":"Anam Khan","name":"Marketing"},{"article_id":87151,"title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","for_homepage":1,"important":0,"publish_date":"2017-11-13","publish_time":"17:49:51","url":"","meta_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","meta_desc":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","social_summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","web_exclusive":0,"author_type":2,"description":"Nestle India has called for a consolidated media and digital pitch in Delhi, according to media reports. 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Maggi, Nescafe, Lactogen, Kitkat, Munch and Milkybar are few of its&nbsp;flagship brands.","social_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69037,"phototitle":"","photopath":"1510575587_ejKLk4_big3.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62074,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/advertising/rewind-2010-share-of-channel-genres-at-all-india-level_40591.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in View.php line 137
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  15. at PhpEngine->evaluatePath('/home/exchange4media/public_html/e4mfront/storage/framework/views/a824c6fa6c6850d1577a689b503f522430a05cab.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'ArrViewArticle' => object(stdClass), 'metatitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogtitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_40591.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_40591.jpg', 'ogurl' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'canonical' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'metadescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ogdescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. 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With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.\\"<\\/div>","social_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69148,"phototitle":"","photopath":"1510914685_kuDtmR_big_britania.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62156,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87229,"title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:23:13","url":"","meta_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","meta_desc":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","social_summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","web_exclusive":0,"author_type":2,"description":"<em><strong>Somany Ceramics<\\/strong><\\/em> has launched a latest 360\\u00b0 brand campaign - \\u2018Apka style, Somany style\\u2019. The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. Local brands don\\u2019t carry the heavy baggage of their legacy, they can improvise and they can take risks. <br><\\/p><p><o:p><\\/o:p><\\/p>","social_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69099,"phototitle":"","photopath":"1510800648_2oSGP5_vivekpatni.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62053,"author_id":1216,"photo":"","authorname":"Anam Khan","name":"Marketing"},{"article_id":87151,"title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","for_homepage":1,"important":0,"publish_date":"2017-11-13","publish_time":"17:49:51","url":"","meta_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","meta_desc":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","social_summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","web_exclusive":0,"author_type":2,"description":"Nestle India has called for a consolidated media and digital pitch in Delhi, according to media reports. Zenith from Publicis Groupe is the incumbent on the account. The account size is estimated to be in the range of Rs 650 crore.<br><br>Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages. Maggi, Nescafe, Lactogen, Kitkat, Munch and Milkybar are few of its&nbsp;flagship brands.","social_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69037,"phototitle":"","photopath":"1510575587_ejKLk4_big3.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62074,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/advertising/rewind-2010-share-of-channel-genres-at-all-india-level_40591.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]')) in CompilerEngine.php line 59
  16. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/article/article_landing.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'ArrViewArticle' => object(stdClass), 'metatitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogtitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_40591.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_40591.jpg', 'ogurl' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'canonical' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'metadescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ogdescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87231,"title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"16:01:42","url":"","meta_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","meta_desc":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","social_summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon. With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. 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Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.\\"<\\/div>","social_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69148,"phototitle":"","photopath":"1510914685_kuDtmR_big_britania.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62156,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87229,"title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:23:13","url":"","meta_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","meta_desc":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","social_summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","web_exclusive":0,"author_type":2,"description":"<em><strong>Somany Ceramics<\\/strong><\\/em> has launched a latest 360\\u00b0 brand campaign - \\u2018Apka style, Somany style\\u2019. The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. 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1/4 ErrorException in 316739352f3ce57d2b16a0b9ad52ae4c14befb8a.php line 52: Invalid argument supplied for foreach()

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The data is for the period January-December 18, 2010.', 'ogdescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87231,"title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"16:01:42","url":"","meta_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","meta_desc":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","social_summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon. With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.\\"<\\/div>","social_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69148,"phototitle":"","photopath":"1510914685_kuDtmR_big_britania.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62156,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87229,"title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:23:13","url":"","meta_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","meta_desc":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","social_summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","web_exclusive":0,"author_type":2,"description":"<em><strong>Somany Ceramics<\\/strong><\\/em> has launched a latest 360\\u00b0 brand campaign - \\u2018Apka style, Somany style\\u2019. The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. 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The data is for the period January-December 18, 2010.', 'ogdescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. 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With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. 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We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. 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The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. 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Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. 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With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. 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We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. 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The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. 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The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. 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How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. 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Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. 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  5. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/layouts/header.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 1, 'ArrViewArticle' => object(stdClass), 'metatitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogtitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_40591.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_40591.jpg', 'ogurl' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'canonical' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'metadescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. 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With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. 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The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. 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With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.\\"<\\/div>","social_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69148,"phototitle":"","photopath":"1510914685_kuDtmR_big_britania.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62156,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87229,"title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:23:13","url":"","meta_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","meta_desc":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","social_summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","web_exclusive":0,"author_type":2,"description":"<em><strong>Somany Ceramics<\\/strong><\\/em> has launched a latest 360\\u00b0 brand campaign - \\u2018Apka style, Somany style\\u2019. The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. Local brands don\\u2019t carry the heavy baggage of their legacy, they can improvise and they can take risks. <br><\\/p><p><o:p><\\/o:p><\\/p>","social_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69099,"phototitle":"","photopath":"1510800648_2oSGP5_vivekpatni.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62053,"author_id":1216,"photo":"","authorname":"Anam Khan","name":"Marketing"},{"article_id":87151,"title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","for_homepage":1,"important":0,"publish_date":"2017-11-13","publish_time":"17:49:51","url":"","meta_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","meta_desc":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","social_summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","web_exclusive":0,"author_type":2,"description":"Nestle India has called for a consolidated media and digital pitch in Delhi, according to media reports. Zenith from Publicis Groupe is the incumbent on the account. The account size is estimated to be in the range of Rs 650 crore.<br><br>Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages. Maggi, Nescafe, Lactogen, Kitkat, Munch and Milkybar are few of its&nbsp;flagship brands.","social_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69037,"phototitle":"","photopath":"1510575587_ejKLk4_big3.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62074,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/advertising/rewind-2010-share-of-channel-genres-at-all-india-level_40591.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in CompilerEngine.php line 59
  11. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/layouts/app.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'obLevel' => 0, 'ArrViewArticle' => object(stdClass), 'metatitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogtitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_40591.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_40591.jpg', 'ogurl' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'canonical' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'metadescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ogdescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. 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With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.\\"<\\/div>","social_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69148,"phototitle":"","photopath":"1510914685_kuDtmR_big_britania.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62156,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87229,"title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:23:13","url":"","meta_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","meta_desc":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","social_summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","web_exclusive":0,"author_type":2,"description":"<em><strong>Somany Ceramics<\\/strong><\\/em> has launched a latest 360\\u00b0 brand campaign - \\u2018Apka style, Somany style\\u2019. The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. Local brands don\\u2019t carry the heavy baggage of their legacy, they can improvise and they can take risks. <br><\\/p><p><o:p><\\/o:p><\\/p>","social_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69099,"phototitle":"","photopath":"1510800648_2oSGP5_vivekpatni.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62053,"author_id":1216,"photo":"","authorname":"Anam Khan","name":"Marketing"},{"article_id":87151,"title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","for_homepage":1,"important":0,"publish_date":"2017-11-13","publish_time":"17:49:51","url":"","meta_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","meta_desc":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","social_summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","web_exclusive":0,"author_type":2,"description":"Nestle India has called for a consolidated media and digital pitch in Delhi, according to media reports. 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Maggi, Nescafe, Lactogen, Kitkat, Munch and Milkybar are few of its&nbsp;flagship brands.","social_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69037,"phototitle":"","photopath":"1510575587_ejKLk4_big3.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62074,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/advertising/rewind-2010-share-of-channel-genres-at-all-india-level_40591.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]', '__empty_1' => true, '__currentLoopData' => array(), 'loop' => null)) in View.php line 137
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With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.\\"<\\/div>","social_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69148,"phototitle":"","photopath":"1510914685_kuDtmR_big_britania.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62156,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87229,"title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:23:13","url":"","meta_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","meta_desc":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","social_summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","web_exclusive":0,"author_type":2,"description":"<em><strong>Somany Ceramics<\\/strong><\\/em> has launched a latest 360\\u00b0 brand campaign - \\u2018Apka style, Somany style\\u2019. The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. Local brands don\\u2019t carry the heavy baggage of their legacy, they can improvise and they can take risks. <br><\\/p><p><o:p><\\/o:p><\\/p>","social_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69099,"phototitle":"","photopath":"1510800648_2oSGP5_vivekpatni.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62053,"author_id":1216,"photo":"","authorname":"Anam Khan","name":"Marketing"},{"article_id":87151,"title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","for_homepage":1,"important":0,"publish_date":"2017-11-13","publish_time":"17:49:51","url":"","meta_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","meta_desc":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","social_summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","web_exclusive":0,"author_type":2,"description":"Nestle India has called for a consolidated media and digital pitch in Delhi, according to media reports. Zenith from Publicis Groupe is the incumbent on the account. The account size is estimated to be in the range of Rs 650 crore.<br><br>Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages. Maggi, Nescafe, Lactogen, Kitkat, Munch and Milkybar are few of its&nbsp;flagship brands.","social_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69037,"phototitle":"","photopath":"1510575587_ejKLk4_big3.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62074,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/advertising/rewind-2010-share-of-channel-genres-at-all-india-level_40591.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]')) in CompilerEngine.php line 59
  17. at CompilerEngine->get('/home/exchange4media/public_html/e4mfront/resources/views/article/article_landing.blade.php', array('__env' => object(Factory), 'app' => object(Application), 'errors' => object(ViewErrorBag), 'ArrViewArticle' => object(stdClass), 'metatitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogtitel' => 'Rewind 2010: Share of channel genres at all India level', 'ogimage' => 'http://e4mcms.exchange4media.com/files/article/article_large_image/fs_40591.jpg', 'ogimagenew' => 'http://e4mcms.exchange4media.com/files/article/article_extra_large_image/fs_40591.jpg', 'ogurl' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'canonical' => 'http://www.exchange4media.com/Advertising/Rewind-2010-Share-of-channel-genres-at-all-India-level_40591.html', 'metadescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ogdescription' => 'exchange4media Group in association with TAM Media Research brings the share of channel genres on India television as part of the ‘Rewind 2010’ special coverage. The data is for the period January-December 18, 2010.', 'ArrRecentNewsMiddelbarList' => '[{"article_id":87231,"title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"16:01:42","url":"","meta_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","meta_desc":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","social_summary":"Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Britannia announces the launch of a new campaign for one of its oldest and most loved brands, Bourbon. With an aim to refresh the brand, Britannia Bourbon\\u2019s latest campaign celebrates the true spirit of life-long best friends. <br><br>&nbsp;As a brand which has been around for years, Britannia Bourbon recognized the need for a revamp. Drawing inspiration from the product which is loved by so many people for its ability to satiate both the heart (chocolaty taste) and stomach , the brand saw an opportunity to connect it to a key aspect of life that is as fulfilling as \\u2013 \\u2018Real Friendships\\u2019. The brand re-defined itself in the context of this friendship and connected it to people whose lives are centred around their friends and have designed a campaign that is built on the fulfilling moments shared between best friends. <br><br>The campaign kick-starts with a TVC that captures the essence of the relationship best friends share and the emotion that transpires between them; friends that laugh at you till their stomachs hurt but yet have your back when you need them the most. <br><br>&nbsp;On the launch of this campaign, Ali Harris Shere, VP, Marketing, had this to say, \\u201cThrough this new campaign, the brand wants to create a world of friendship that is real and unpretentious. Our target audience is not constrained by age, as this feeling of friendship cuts across all ages including adults for whom moments spent with their best friends is a pivot on which their life revolves. We want to find a place in each friends\\u2019 group and this campaign is our first salvo in that direction.\\u201d<br><br>&nbsp;Dileep Ashoka, Executive Vice President and Head, McCann South, added, \\u201cCompetition in the premium creams segment has intensified and Britannia aims to increase their market share in this category over the next few years. Our task was to create a strong consumption context for the brand Bourbon by re-defining the functional and emotional role of the brand in consumers\\u2019 life. This led to the campaign being based on a brand space of Bourbon Friends Forever, where Bourbon fuels real friendship moments.\\u201d<br><br>&nbsp;Commenting on the creative thought behind the campaign, Puneet Kapoor, Executive Creative Director, McCann Bangalore said, \\u201cThere are generations of kids that loved and grew up on the fulfilling snack of Britannia Bourbon. Those men and women have grown up to have children of their own. It\'s amazing how, despite the explosion of choices, Britannia Bourbon is still much loved. A strong brand like this just needs a priming to be relevant to the generations coming in. Which is exactly what the ad does in an interesting way. Marrying the good old favourite fulfilling chocolate snack with the new age thought of BFF.\\"<\\/div>","social_title":"Britannia Bourbon\\u2019s new campaign celebrates BFFs in a unique way ","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69148,"phototitle":"","photopath":"1510914685_kuDtmR_big_britania.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62156,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87229,"title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:23:13","url":"","meta_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","meta_desc":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","social_summary":"The campaign executed by Ogilvy India reinforces brand\\u2019s philosophy of catering to diverse consumer profiles","web_exclusive":0,"author_type":2,"description":"<em><strong>Somany Ceramics<\\/strong><\\/em> has launched a latest 360\\u00b0 brand campaign - \\u2018Apka style, Somany style\\u2019. The campaign by Ogilvy reinforces the brand\\u2019s commitment to meet the diverse consumer personalities and requirements through their vast product portfolio. Through this campaign, the brand successfully communicates how the homes of consumers are essentially an extension of their own selves and the wide-ranging Somany Ceramics portfolio enables them to personify their quirks and fancies. <br><br><em><strong>Abhishek Somany, MD, Somany Ceramics, said,<\\/strong> \\u201cSomany Ceramics is a home grown brand with over five decades of experience which we have successfully harnessed to offer products and services to suit the diverse personalities of consumers. The thought of our campaign stems from the insight that for every person, their home is an extension of that personality and Somany, with its wide range of tiles is best suited to cater to the needs of these home owners.\\u201d <br><br>\\u201cThe campaign will have a 360\\u00b0 reach and will be activated across all touch points like outdoor, airports, television, cinemas and digital. With this campaign we intend to strengthen our position as the first choice for Indian consumers for all their tiling needs to make their dream homes come to life,\\u201d he added. <br><br><strong>Ajay Gahlaut, Deputy CCO, Ogilvy India, said,<\\/strong> \\"Building or renovating one\\u2019s house is an extremely personal experience as home owners want to leave their stamp all over their house. Many expectations, expressions, experiences and identities are connected towards choosing every square foot and tiles play an extremely important role. In our commercial, we showcase peculiar, quirky and highly distinct characters and how Somany has a befitting tile to represent their uniqueness. The tagline \\u2018Aapka style, Somany style.\\u2019 further cements our proposition.\\u201d<\\/em><br><br>The campaign will unfold with a power packed all round outreach and engagement plan across media vehicles. The brand will have a significant presence across digital, retail, radio, print, cinema and TV with an estimated 1000+ GRP\\u2019s.<br><br>The campaign went live on November 17, 2017 at 12 pm.<br><br><iframe frameborder=\\"0\\" height=\\"315\\" src=\\"http:\\/\\/www.youtube-nocookie.com\\/embed\\/RyPfyVZJGKg?rel=0&wmode=transparent\\" width=\\"100%\\"><\\/iframe><br><br><strong>TVC DETAILS<br><\\/strong>Creative Agency: Ogilvy &amp; Mather <br>Production House: Apostrophe Films<br>Director (Film): Kaushik Sarkar<br>Executive Chairman &amp; Creative Director, South Asia, Ogilvy: Piyush Pandey<br>Deputy CCO: Ajay Gahlaut<br>President - Ogilvy Group Companies, North: Kapil Arora<br>Creative: Krishna Mani, Shailendra Mahajan, Neha Bhatia, Srikanta Behera, Vishal Yadav, Vikalp Gupta<br>Account Management: Chandana Agarwal, Antara Suri, Rahul Ojha, Aurko Mukhopadhyay<br>Account Planning: Alok Sinha, Abhishek Chaturvedi, Aakriti Goel","social_title":"Somany Ceramics launches latest campaign by Ogilvy titled \'Apka style, Somany style\'","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69146,"phototitle":"","photopath":"1510905062_NmNegq_big5.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62154,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"},{"article_id":87226,"title":"Radio City Introduces Video City, India\\u2019s First Visual FM","summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","for_homepage":1,"important":0,"publish_date":"2017-11-17","publish_time":"13:15:19","url":"","meta_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","meta_desc":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","social_summary":"The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio","web_exclusive":0,"author_type":2,"description":"<div style=\\"text-align:justify\\">Radio City 91.1FM has announced beta launch of India\\u2019s first video FM, Video City - a platform that allows listeners to consume FM in a video format. The latest innovation aims to transform radio from being a listener-only medium to an experiential digital multimedia platform by giving a sneak peek into all the fun inside the radio studio.<br><br>Video City allows listeners to watch Radio City 91.1FM content and catch LIVE action from the studio on-the-go and on a device of their choice. Video City will offer a customized programming bouquet consisting of celebrity interviews, viral videos, live studio action, Babber Sher, traffic updates, curated playlists and much more, that can be consumed anytime, anywhere. Playlists available on the platform will be mood-mapped to ensure that the curated songs are relevant and in sync with the viewer preferences. <br><br>Commenting on the launch of Video City, <strong>Abraham Thomas, CEO, Radio City<\\/strong>, said, \\u201cKeeping in mind the changing consumer preferences of consuming surround programming, Radio City\\u2019s Video City will offer the viewers a compelling and visually appealing FM experience like never before along with a sneak peek of RJs, celebrity visits, Bollywood gossips and trivia. Video City reinforces our commitment to be at the forefront of innovation in the radio industry. We believe that this will help us seamlessly integrate radio into the digital era. Starting with Mumbai, we plan to take this initiative to other cities as well.\\u201d<br><br><strong>At the launch of Video City, Aamir Khan said,<\\/strong> <em>\\u201cI congratulate Radio City for this amazing initiative and hope that Radio City continues to turn the wheel of innovation in the coming years as well \\u2013 VideoCity Dekhle\\u201d<br><\\/em><br>Video City can be accessed by fans and enthusiasts across the globe. Listeners and viewers can enjoy non-stop FM entertainment in a video format by visiting <a href=\\"http:\\/\\/www.radiocity.in\\/videocity\\/\\">http:\\/\\/www.radiocity.in\\/videocity\\/<\\/a><\\/div>","social_title":"Radio City Introduces Video City, India\\u2019s First Visual FM","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69145,"phototitle":"","photopath":"1510904661_x4WcmU_big4.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62151,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Media - Radio"},{"article_id":87201,"title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"09:11:00","url":"","meta_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","meta_desc":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","social_summary":"Shriya Ghate, Business Head, Tinkle, spills the beans on the company\'s vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more","web_exclusive":0,"author_type":2,"description":"Tinkle has been at the forefront of children\'s comics in India, delighting generations of readers with stunning illustrations,&nbsp;stories, and regular columns to pique the interest of school children.&nbsp;The magazine, which aims to combine learning and fun, recently completed 37 years in business.&nbsp;To mark the occasion, it launched a&nbsp;special line of Tinkle merchandise in association with Planet Superheroes and Eco Corner. e4m spoke to&nbsp;Shriya Ghate, Business Head at&nbsp;Tinkle, who revealed the brand\\u2019s vision for this deal, its&nbsp;price strategy, and more. <br><br>Excerpts:<br><br><strong>Tinkle completed&nbsp;37 years. How has this journey been?<br><\\/strong><br>It has been a wonderful journey through the last few decades. We have been able to touch the lives of many generations through our stories and characters, and we have a dedicated and loyal fan&nbsp;base. We consider ourselves a timeless brand and have made sure that we evolve both in terms of our stories as well as our offerings. <br><br><strong>Tell us about the price strategy for this new line of retail merchandise and your vision for this.<br><\\/strong><br>This merchandise is priced between Rs. 199 and Rs. 699 and covers a large range of products such as&nbsp;sippers, t-shirts, mobile covers, magnets, notebooks, and so on. The products are competitively priced to make them attractive to our customers. <br><br><strong>Do you have any more licensing deals on the cards and how much revenue in per cent do they help you generate?<br><\\/strong><br>We are looking at several other licensing deals across other verticals apart from just merchandise.&nbsp;As we have just launched our merchandise line, it is too&nbsp;early to provide specific numbers, but we are aiming to achieve nearly 20 per cent of our annual revenue through licensing and merchandising deals over the next three years. <br><br><strong>How are you leveraging your marketing tools to reach out to your target group and also promote this new line?<br><\\/strong><br>With this merchandise line, we are heavily targeting the younger audience for whom merchandise is a way of immersing themselves in their favourite franchise. Our largest touch-points are events such as&nbsp;Comic Con, where customers come especially for merchandise and can interact with the brand one on one.&nbsp;Word-of-mouth has always been our strong point&nbsp;and in that respect our readers and fans are our biggest brand ambassadors. We are working with this community as well as our fans on social media, influencers, and bloggers to promote this new line. <br><br><strong>What other initiatives are you&nbsp;planning to boost sales and growth?<br><\\/strong><br>We are working to expand&nbsp;the reach of our characters by bringing them to television and digital entertainment platforms. In addition to engaging with our existing community of readers, fans, and customers, we are looking to reach our future customers, as this is where our continued growth will come from. To that end, we are expanding our school contact programme as well as our live events, where kids can interact with the brand more closely.","social_title":"Licensing and merchandising will contribute 20 per cent to our revenues annually: Shriya Ghate, Tinkle","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69100,"phototitle":"","photopath":"1510800814_VMnUTb_big.gif","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62126,"author_id":1209,"photo":"","authorname":"Misbaah Mansuri","name":"Marketing"},{"article_id":87130,"title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","for_homepage":1,"important":0,"publish_date":"2017-11-16","publish_time":"08:12:00","url":"","meta_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","meta_desc":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","social_summary":"Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face ","web_exclusive":0,"author_type":2,"description":"<p>Wonder Cement is one of the most active&nbsp;social media users in the cement category in India. Vivek Patni, Director of Wonder Cement, spoke to exchange4media about the current&nbsp;marketing strategies and challenges that&nbsp;brand owners face and endeavours to earn a place in the premium segment of the market. Excerpts:<\\/p><p><strong>What are your ideas of good marketing?<\\/strong><br>In today\\u2019s scenario, the consumer is very busy so it is important to communicate in a way where we can make some kind of engagement. Today the ways of communication have increased, earlier it was just television and radio but today we have mobile phones, social media platforms, OOH. Consumers have access to multiple locations from where they get the chance to communicate. A brand always tries to create that interaction to engage customers. As India is one of the fastest countries to adapt to the digital world, brand owners should first target social media platforms for marketing. Wonder Cement is one the very few B2B brands to have a presence on Instagram.<\\/p><p><br><strong>What are the key challenges for brand owners today?<\\/strong><br>In the current situation, everybody is moving at a very fast pace where people can easily forget a brand. In the earlier stage, a brand had a shelf life of many years. Look at the example of Nokia, around 10 years back it was the market leader but now it doesn\\u2019t exist (anywhere at the top). So the biggest challenge for brand owners today is to continuously engage customers, create a value proposition and command that aspect of love and emotion from the consumer. In terms of engagement on social media, we reach out to more than 18 million users, on Twitter we reach out to around 4 lakh users leaving behind JK Lakshmi Cement, Ambuja Cement and ACC.<\\/p><p><br><strong>How has the cement market changed over the years with regard to marketing?<\\/strong><br>Our journey is still very young. When we started, it was very important to us to establish ourselves as a brand because cement is a very competitive market; moreover there were several big brands in the market. I don\\u2019t think much has changed. The category is still very low involving, the decisions are still not with the consumer. I would love to change the scenario, to make our category more involved and for that customer engagement is a must. We have been organising various campaigns on social media. We started a campaign on Facebook #PeopleOfWonder in which the total engagement was more than 1 lakh and total reach was more than 9 lakhs.<\\/p><p><br><strong>How has digital media played an essential role in developing your brand name?<\\/strong><br>As I said earlier, we have been organising a lot of campaigns on social media because today social media is a top priority for marketers. People are more active and connected. It\\u2019s a huge platform to connect with your consumers where a lot of creativity can be infused. We have been doing a lot of campaigns on Twitter, Facebook, Instagram and that has helped us a lot. Our digital campaign #wonderofcement on Facebook had total video views of more than 8 lakhs, and that was a big number.<br><\\/p><p><strong>Do you think the emergence of local brands is hampering the trust of&nbsp;consumers?<\\/strong><br>People believe in customisation so a lot of local brands have local noises where they can give you local solutions. In terms of cement, as a commodity, there is not much that has happened. Quality still plays a very important role but in today\\u2019s scenario people are ready to experiment with brands where they can get better service. Local brands don\\u2019t carry the heavy baggage of their legacy, they can improvise and they can take risks. <br><\\/p><p><o:p><\\/o:p><\\/p>","social_title":"Social media is a top priority for marketers today: Vivek Patni, Director, Wonder Cement","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":3,"photo_id":69099,"phototitle":"","photopath":"1510800648_2oSGP5_vivekpatni.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62053,"author_id":1216,"photo":"","authorname":"Anam Khan","name":"Marketing"},{"article_id":87151,"title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","for_homepage":1,"important":0,"publish_date":"2017-11-13","publish_time":"17:49:51","url":"","meta_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","meta_desc":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","social_summary":"Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages","web_exclusive":0,"author_type":2,"description":"Nestle India has called for a consolidated media and digital pitch in Delhi, according to media reports. Zenith from Publicis Groupe is the incumbent on the account. The account size is estimated to be in the range of Rs 650 crore.<br><br>Nestle India is one of the leading FMCG companies that has products across dairy, baby food, ready to cook food items, chocolates and beverages. Maggi, Nescafe, Lactogen, Kitkat, Munch and Milkybar are few of its&nbsp;flagship brands.","social_title":"Nestle India calls for a media and digital pitch worth Rs 650 crore","social_image":"","magazine_id":0,"event_id":0,"campaign_id":0,"canonical_options":0,"canonical_url":"","bitly_url":"","video_type":"","news_type":1,"photo_id":69037,"phototitle":"","photopath":"1510575587_ejKLk4_big3.jpg","imagefullPath":"","source_url":"","source":"","photo_by":"","article_author_id":62074,"author_id":49,"photo":"","authorname":"exchange4media News Service","name":"Advertising"}]', 'ArrTageListing' => object(Collection), 'ArrRecentImportaintNewsHeaderList' => 'null', 'url' => 'http://www.exchange4media.com/amp/advertising/rewind-2010-share-of-channel-genres-at-all-india-level_40591.html?amp=amp', 'ArrMenuSLatestNews' => 'null', 'ArrMenuSLatestVideo' => 'null', 'ArrMenuSTag' => 'null', 'ArrRecentArticleMiddelPanelGuestColumn' => 'null', 'ArrRecentLeftPanelInterviewAricles' => 'null', 'ArrrelatedArticles' => array(), 'ArrRecentMiddelPanelCategoryAricles' => 'null', 'ArrRecentNewsFooter' => 'null', 'ArrRecentImportantNewsFooter' => 'null', 'ArrRecentFooterPanelCategoryAricles' => 'null', 'ArrRecentPhotoGalleryHomePageonlytitle' => 'null', 'ArrRecentPhotoGalleryHomePage' => 'null', 'ArrRecentRightPanelTelevisionAricles' => '[]', 'ArrRecentRightPanelGSTAricles' => '[]', 'ArrRecentRightPanelDigitalAricles' => '[]', 'ArrRecentRightPanelOutofHomeAricles' => '[]', 'ArrRecentRightPanelPrintAricles' => '[]', 'ArrRecentVidioRightPanelslider' => '[]', 'ArrRecentPeopleTopicsList' => '[]', 'ArrRecentCompanyTopicsList' => '[]', 'ArrRecentRightPanelRadioAricles' => '[]')) in View.php line 137
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