Lavazza announces the winner of TOwardTOmorrow

The artistic Instagram competition raising awareness of environmental and social injustice aligns with NGOs across the world

e4m by exchange4media Staff
Published: Jul 13, 2020 7:06 PM  | 13 min read

On July 10th, the Final Round Judges of TOward TOmorrow, the 2020 international contest from Toward2030, What are you doing? picked up the winner of this year’s Instagram-based competition. With a grand prize of 10k Euro to engage global creatives in a discussion on Art and the Global Goals the contest is supported by American magazine Juxtapoz, Art and SDG ambassador Art Helps and the United Nations SDG global Action campaign.
In the project, Creative Director Charlotte Pyatt also aligned 17 global NGOs all using art as a bridge to urgent action to generate support and awareness for their respective causes, while championing the power of culture.

From over 400 entrants, we formally announce this year’s winner as PRICKLY SAUCE, a UK based artist whose work embodied SDG16, Peace Justice and Strong Institutions.

“The bound hands of justice grab tightly the fingers of the peace symbol binding both as strong institutions.” – explained Rob Thomas (Prickely Sauce) – “The chain pulling out sideways reinforces this strength. It feels like a strong image that visually represents the relationship and the fact that these are ultimately about people and their lives.”

“We are filled with enthusiasm today for the official nomination of the winner of this innovative edition of Toward 2030” –commented Company Board Director Francesca Lavazza – “Toward 2030 is an award-winning cultural project conceived by Lavazza’s Sustainability Department and executed in 2018/9 with the City of Turin. Covid-19 forced us to rethink 2020 plans to consider how we continue our mission in this difficult time, Toward Tomorrow was born! The initiative offered economic support for artists and highlighted the efforts of NGOs across the world, more fundamentally it allowed us to maintain our core mission of using art to communicate awareness of the global goals in ways that were engaging and impactful”- declared Francesca.

The competition was a playful way to address the global issues that have been exacerbated by the pandemic. Composed by two sections: over and under 18 and two financial awards (for the over 10.000 € and 1000 € for the under) every stage was constructed to incite positive and meaningful discussion to reflect on how Art engages with the world. This aligns with another active Lavazza campaign The New Humanity.

An International panel of Art and Sustainability ambassadors were appointed to select the winning artist, they include: Francesca Lavazza (Lavazza Group), Evan Pricco (Juxtapoz Magazine), Martha Cooper (photographer), Marina Ponti (UN SDG Action Campaign) and Wisam Salsaa (the Walled off Hotel) together with 17 Ngos selecting the final 17 artists (1 winner per SDG category) from all over the world using art and culture as a universal language to raise awareness on CSR and sustainability topics.

“The mission was to encourage artists to consider their work through the filter of the 17 Sustainable Development Goals. We couldn’t realise our efforts for 2020 in public space, and so we adapted with an online project to unite artistic and sustainability communities in a positive and meaningful way during Covid.” - remarked Charlotte Pyatt, Creative Director of the Toward Tomorrow campaign – “Of the many aspects I am proud of for TOward TOmorrow, I am inspired and humbled by the trust, energy and awe-inspiring work of the incredible 17 organisations we were able to align with. This was one of the most challenging aspects of this project, but certainly one of the most rewarding in demonstrating creatively and practically how art can mobilise people toward action. The level of engagement and support we have received from artists has been overwhelming, a true celebration of the transformative power of culture and its ability to affect meaningful change in the world.”


Francesca Lavazza is a member of the the board for the Lavazza Group. With a passion for promoting artistic and cultural initiatives, Francesca works to align her artistic sensibility with the company’s communication strategies. Today Lavazza is partner to some of the world’s leading museums including the State Hermitage Museum in St. Petersburg (Russia), the Guggenheim Museum in New York (USA), the Peggy Guggenheim Collection (Venice) and the National Gallery of Victoria in Melbourne (Australia).
Evan Pricco is an Author, Curator and current Editor in Chief of Juxtapoz Magazine, and our communications support for the Toward 2030 project. Now in their 26th year, Juxtapoz is the world’s leading printed art magazines covering underground and prevailing art cultures. As well the maintaining the creative direction of the publication, Evan mediates conferences, produces off site projects and installations and coordinates curatorial projects globally.
Martha Cooper is a documentary photographer who has specialized in shooting urban vernacular art and architecture for forty years. From a staff photographer with the New York Post, to her work with National Geographic, Martha has reached iconic status through her documenting of the unfolding graffiti scene and various subcultures it has encouraged throughout the world.
Marina Ponti is the Director of the UN SDG Action Campaign, a special initiative of the Secretary-General to inspire, mobilize and connect people to take action to achieve the SDGs. Marina has led global campaigns and movements on debt, trade, human rights and development assistance, she is at the vanguard of innovative campaign initiatives fostering partnerships with organizations, governments, creatives, the private sector and the United Nations.
Wisam Salsaa is the manager of The Walled off Hotel, an independent leisure facility set up and financed by artist Banksy, situated in Bethlehem. A central feature of the #towardtomorrow narrative, is a focus on the transformative power of culture. The Walled off Hotel offers an interesting perspective on this discussion through Wisam, as he actively diverts the overwhelming global support and interest of his premises towards cultivating an interest and industry for emerging artists in Palestine. Despite the large and unique collection of original Banksy works held by the hotel, the on-site gallery is reserved exclusively for local artists to showcase their work


Goal SDG 1 - End poverty in all its forms everywhere / ART FOR AMNESTY
Selecting the winner for #SDG1 on behalf of Art for Amnesty is Bill Shipsey, a human rights activist, artist event promoter, producer and consultant, Barrister, and the founder of Art for Amnesty, Amnesty International's global artist engagement programme. He has consulted widely with other human rights organisations around the world, seeking to partner with artists in the promotion of human rights campaigns. Artists include Yoko Ono, Bono and Sting.
SDG 2 ZERO HUNGER - End Hunger and Achieve food security and improved nutrition and promote sustainable agriculture / FOOD FOR SOUL
Selecting the winner for #SDG2 on behalf of Food for Soul / is their President Lara Gilmore / @laratgilmore. Together with Massimo Bottura / @massimobottura, Lara launched Food for Soul as a way to redefine the role of traditional community kitchens. Her in-depth knowledge of contemporary art and of the importance of culture and art as tools for inspiring change has been instrumental in the definition of the organisation’s approach and mission.
SDG 3 – GOOD HEALTH AND WELLBEING - Ensure healthy lives and promote well being for all at all ages / C.A.L.M. Campaign Against Living Miserably
Selecting the winner for #SDG3 on behalf of @calmzone is Ben Hawley - Marketing & Communications Director at The Campaign Against Living Miserably. CALM continue to utilise cultural touch points across art, music, sport and comedy to land their message. CALM have galvanised leading figures and organisations that represent a wide range of communities and viewpoints to help shift awareness of the issue and the culture that makes it so.
SDG 4 - QUALITY EDUCATION - Ensure inclusive and equitable quality education and promote lifelong learning / CASA AMARELA
Selecting the winner for #SDG4 on behalf of Casa Amarela is Co Director Tiphanie Da Silva Constantin. Tiphanie and her Co Director Nina Soutoul are currently working on @casaamarelaproidencia COVID-19 Response project, providing food and hygiene baskets to the most vulnerable areas of the Favela.

SDG 5 - GENDER EQUALITY - Achieve gender equality and empower all women and girls / ARAVANI ART PROJECT
Selecting the winner on behalf of The Aravani Art Project is Founder Poornima Sukumar. “We have a passion for art as a social practice. Through our creative collaborations we want to raise awareness of the social possibilities of art making and the conversations that it enables”.

SDG 6 - CLEAN WATER AND SANITATION - Ensure available and sustainable management of water and sanitation for all / VIVA CON AGUA
Selecting the winner on behalf of @vivaconagua is Co-Founder and Conceptual Activist Michael Fritz / @michafritz. VCA’s international network consists of more than 15.000 volunteers working across Uganda, Austria, the Netherlands and Switzerland.

SDG 7 – AFFORDABLE AND CLEAN ENERGY - Ensure access to affordable reliable sustainable and modern energy for all / LITTLE SUN
Selecting the winner on behalf of Little Sun / @littlesun is Felix Hallwachs Foundation Director. Visit the website to find out more about *Powering Health* Little Sun's Covid-19 response project. Little Sun are working in many areas of the world where proper health care is not a given, the nearest hospital may be hundreds of kilometers away. More than 30% of clinics in sub-Saharan Africa are without electricity, making health care even more difficult – especially now, with the world facing a global pandemic.

SDG 8 – DECENT WORK AND ECONOMIC GROWTH - Promote Sustained, inclusive and sustainable economic growth, full and productive / TEMWA
Selecting the winner on behalf of @temwa is Managing Director Jo Hook / @johook. Malawi is one of the poorest countries in the world, Temwa train villagers to grow a variety of vegetables and fruit to improve their nutritional intake; plant trees to combat the devastating effects of deforestation and climate change; run HIV testing clinics and work to combat the associated stigma; and fund students through their secondary school education.

SDG 9 - INDUSTRY INNOVATION AND INFRASTRUCTURE - Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation / LOVE WELCOMES
Selecting the winner on behalf of @lovewelcomes is CEO and Co Founder Abi Hewitt / @abihewitt. The proceeds from each sale at Love Welcomes goes directly to the women who wove it, all profits are used to support refugees including language lessons, computer training, and transportation for things like lawyer meetings or going to the market to buy food. Our aim is to empower refugees to support themselves and their families through employable skills, providing them with dignity and the ability to positively contribute to society.

SDG 10 - REDUCED INEQUALITIES - Reduce inequality within and among countries / SKATEISTAN
Selecting the Judge on behalf of Skatistan / @Skateistan is Programs Director Talia Kaufmann. This is the Skateistan story so far… You can support by joining the Citizens of Skateistan, a global community of supporters, skaters and students who share their vision of empowering children through skateboarding and creative, art-based education.

SDG 11 - SUSTAINABLE CITIES AND COMMUNITIES - Make cities and human settlements inclusive safe, resilient and sustainable / HELIOTROPE FOUNDATION
Selecting the winner on behalf of The Heliotrope Foundation / @theheliotropefoundation is their Board chair, Zahra Sherzad / @zahrasherzad Visit Heliotrope to find out more about their latest covid response project Artists in Action, which focuses ways in which we can sustain the art community who have donated works to support them over the past 10 years. The project is a unique activities handbook with each page created by a different artist, the booklet will be distributed for free to the vulnerable communities they work with.

SDG 12 - RESPONSIBLE CONSUMPTION AND PRODUCTION - Ensure sustainable consumption and production patterns / SUMATRAN ORANGUTAN SOCIETY
Selecting the winner on behalf of #SDG12 SOS is the Director of Sumatran Orangutan Society, Helen Buckland. SOS has partnered with cultural initiative Splash and Burn / @splashandburn for the past 4 years, an ongoing campaign responding creatively to a major driver of forest loss in Sumatra: the palm oil industry. One of their key strategies is to reclaim and rewild oil palm plantations, turning the clock back on deforestation and restoring the land for wildlife, including orangutans, tigers and elephants. Sumatran orangutans and Tapanuli orangutans are critically endangered species - every life is precious

SDG 13 - CLIMATE ACTION - Take Urgent action to combat climate change and its impacts / AFRICAN ARTISTS FOR DEVELOPMENT
Selecting the winner on behalf of #SDG13 African Artists for Development / @aad-fund is Co-founder Gervanne Leridon. AAD are currently coordinating The African Space Art Project dressing a satellite with a reproduction of a unique art piece created by a contemporary African artist, the first African artistic exploration of space. Partnering with the European Organisation for the Exploitation of Meteorological Satellites (EUMETSAT), a satellite will be positioned above the African continent to monitor the climate and weather over Africa and Europe. As African meteorological, climatic and environmental data become widely available and more accessible, they will be critical for unlocking the continent’s future. This data is particularly important in two fields related to sustainable development. They will be critical to helping improve agricultural output and generating sufficient renewable energy, using accurate data to support planning and decision-making in Africa.

SDG 14 – LIFE BELOW WATER - Conserve and sustainable use of oceans, seas and marine resources for sustainable development / PANGEASEED FOUNDATION
Selecting the winner on behalf of @Pangeaseed is the foundation founder Tré Packard. Recognised worldwide for their groundbreaking art program ‘Sea Walls: Artists for Oceans’, PangeaSeed produce larger-than-life public art to foster a sense of community, belonging, and environmental stewardship. In response to Covid 19 and in celebration of 50th anniversary of Earth Day, PangeaSeed launched Home an open call for artists to paint murals in the safety of their homes, the world’s first stay-at-home environmental mural festival.

SDG 15 - LIFE ON LAND - Protect restore and promote sustainable use of terrestrial ecosystems, sustainably manage forests, combat desertification, halt and reverse land degradation and halt biodiversity / THIRD MILLENNIUM ALLIANCE
Selecting the winner on behalf of Third Millennium Alliance / @thirdmilleniumalliance is their Executive Director Ryan Lynch. From colouring books sharing information about endangered species, to Phone Sreensavers of the incredible wildlife found in the JamaCoaque Reserve, their creative projects aim to increase an appreciation for nature and wildlife conservation. For details of their latest COVID-19 response campaign addressing vulnerable communities and species.

SDG 16 - PEACE JUSTICE AND STRONG INSTITUTIONS - Promote peaceful and inclusive societies for sustainable development, provide access to justice for all and build effective, accountable and inclusive institutions at all levels / A BLADE OF GRASS
Selecting the winner of.behalf of A Blade of Grass / @abladeofgrass their Director of Programs Prerana Reddy. This organisation believe art in service of communities has concrete, generative effects in the world. Artists who share the creative process can model alternatives, change perspectives, and collaboratively create symbolic and practical shifts in everyday life that inspire deeper commitment to social change.

SDG 17 - PARTNERSHIP FOR THE GOALS - Strengthen the means of implementation and revitalize the global partnership for sustainable development / MIGRATE ART
Selecting the winner on behalf of Migrate Art / @Migrateart is co Director Simon Butler. In 2019, Migrate Art invited leading artists to create works from pencils salvaged from the Calais refugee camp after its demolition in 2017– among them Anish Kapoor, Sean Scully and Rachel Whiteread. The exhibition ‘multicolour’ and its subsequent sale received widespread media coverage and raised a staggering £121,000 GBP.

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Mobavenue Media: A MadTech company built over 12 years of grit, passion, entrepreneurship

Mobavenue 2.0 is a growth and tech platform that offers brands, agencies and media publishers with MarTech and AdTech solutions

By exchange4media Staff | May 26, 2023 1:05 PM   |   3 min read


Mobavenue’s success can be attributed to the passion, dedication and commitment of two entrepreneurial minds: Kunal Kothari, Founder and Chief Growth Officer and Tejas Rathod, Founder and Chief Operating Officer.

Starting their entrepreneurial journey at the age of just 17, the duo has been able to build Mobavenue - a successful bootstrapped MarTech and AdTech company. Recently, their efforts have been rewarded as they were honoured by Forbes (Asia) in their list of 30 Under 30 - Class of 2023, in Media, Marketing and Advertising.

Kunal and Tejas met each other during their college days. Deciding to go bootstrapped, the duo set out to disrupt the advertising industry with a $100 cheque from Google Adsense, which they earned through freelancing and started a digital marketing company in 2014. Both believed there was a better way to deliver ads while keeping a privacy-first approach - as they used to see ads based on their online activity, eventually founding Mobavenue in 2017.

Mobavenue 2.0 is a growth and tech platform that empowers brands, agencies, and media publishers with Madtech (MarTech and AdTech) solutions to drive growth, engagement, and monetisation. The company's product suites are purpose-built to drive brand performance and help brands throughout their consumer journey with a privacy-first approach. The company also helps brands with Digital Transformation to deliver an unparalleled brand experience to their consumers.

Mobavenue, which started in a small office with just a few people, has become a thriving global enterprise with over 120 employees in 10 different locations - Delhi, Mumbai, Bengaluru, Singapore, Jakarta, Kuala Lumpur, Dubai, Sydney, London, and New York. The company has partnered with 300+ brands across various industries like banks and NBFCs, fintech, B2B, D2C, retailers, e-commerce, gaming, and OTT brands.

"Building and scaling Mobavenue to what it is today wasn't an overnight success and tested our entrepreneurial will. It took 12 years of dedication, coupled with challenges and setbacks, for us to reach on high grounds we stand today," said Kothari.

With a bootstrapped budget, the pair invested all their time and energy into building Mobavenue from the ground up. It was no easy feat, but they managed to make it work despite all the odds. "Over the years, the right talents became a part of us, contributing to the shared vision that moved us forward," Kothari adds.

The duo have also been honoured with the Businessworld 30 under 30 Award. They have steered their company to win other notable awards, such as the "Most Promising Agency of the Year 2022" and the "Performance Agency of the Year 2023.”

“Being recognised as an honouree in the 30 Under 30 Forbes Asia list is a remarkable achievement for us. This honour is the high point of consistent hard work, relentless nights and the unwavering support of my team, colleagues, and associates. I am excited to leverage this recognition to inspire and empower other aspiring entrepreneurs to pursue their passion," said Rathod.

Rathod and Kothari are also angel investors in the Indian startup ecosystem, with 50 investments in tech, AI, and new media companies. The company is now working towards contextual advertising, cookie-less solutions, and other relevant growth and martech solutions for businesses and publishers.

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Teads unveils key learnings on attention measurement across 500+ global campaigns

Teads Attention Program, approaching its one-year anniversary, fostered insights that spanned 20 countries, 120 advertisers and 2.5B+ impressions measured

By exchange4media Staff | May 25, 2023 1:09 PM   |   4 min read


Teads has released the findings of its recent attention meta-analysis, which has further proven the practicality of attention as a new measurement metric, and underscored actionable ways for companies to leverage attention for improved brand lift and campaign outcomes across the funnel.


Through this research, Teads was able to validate the four drivers of attention – Quality of Media, Ad Experience, Relevance, and Creative – identified through joint research with major holding companies, and provide key insights into each, as measured by Lumen and Adelaide.


Teads found that quality premium publishers, such as Condé Nast and news publishers, outperform on attention metrics, with quality Teads content driving attention levels at least three times higher than Facebook, according to multiple measurement sources. Additionally, Teads' premium ad formats deliver attention comparable to YouTube, with a 15% higher APM (attentive seconds per 1,000 impressions) target compared to Lumen's December 2022 benchmark, while also being better perceived and more efficient.


Moreover, Teads extended outside of digital media by measuring CTV within an omnichannel campaign across its digital and CTV inventory. Teads identified +21% lift in omnichannel attention compared to the digital-only benchmark, according to Adelaide. In one campaign, by optimizing with high attention media across all channels, a brand drove 42% stronger lifts against Teads’ in store-visitation benchmarks.


Teads' research revealed that the four drivers of attention have a validated relationship between in-market attention measures and campaign outcomes – across different measurement partners, different verticals, and that maximizing attention can result in greater brand lift.


Jean-Paul Edwards, Managing Director, Product, OMD Worldwide said: “Attention has always been core to effective communication. At OMG, we have focused for several years on how we can effectively manage optimal delivery of the required attention for any given brief. Building on numerous attention testing programs, we have created a framework of attention parameters bespoke to each brief with tools to optimize decisions across planning, placement and creative execution. Our deep involvement with the Teads Attention Program supports that understanding, generating uplifts in attention to delivering stronger brand metrics and sales performance.”


Lastly, there is significant room for optimization on media and creative to increase attentive reach and dwell time, indicating that the adaptation of the creative to the platform and the relevance of the placement and context further enhance attention levels, with early studies showing a 20% uplift in attention across the flight of a campaign.


Srijoni Dutta Gupta, Consumer Marketing Manager, Estee Lauder EMEA said: “With the help of Teads’ team of experts, our Spring ’23 Supreme moisturizer campaign was a successful approach to strategically optimizing existing campaign assets while expressing our new consumer insights-driven storytelling in a much more impactful, measurable way. Teads understood our needs, providing valuable consumer testing data and fine-tuning turnkey deliverables for our markets.”


With increased focus on action driven by Attention Measurement, Teads is keenly focused on developing insight in three core areas: CTV and how to maximize attention on the TV screen, the intersection of context and attention as a component of measurement and planning in a cookieless world, and activation opportunities, particularly around product development to ensure highly attentive, efficient campaigns that deliver on outcomes across channels.


Liset Otten, Global Digital Activation Manager, JDE said: “The findings from our initial attention pilots with Teads conducted in the UK and Germany have inspired further roll out of attention measurement product to 10+ markets. We see significant opportunity to reduce wastage in digital buying and ensure that we are reaching people and not just devices. While we continue to move through the stages of our phased approach to testing and evaluating the attention metric, we strongly encourage markets to consider participating, as feasible.”


Caroline Hugonenc, Senior Vice President, Research & Insights, Teads adds: “What is truly unique with Teads Attention Program is that we are enabling clients to test, learn and measure outcomes related to attention on live campaigns. From these findings, we have seen clients embrace attention and build a competitive advantage as the industry aligns on a standard definition of attention as a metric. To support them in their journey, we will keep on innovating on the measurement solutions that we are proposing but also on the integration of attention metrics in the activation and planning stage."


To learn more, download the full report.


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Cipla introduces ‘Tuffies’ to promote better respiratory care in children

The campaign has been supported by Sonali Bendre

By exchange4media Staff | May 24, 2023 12:15 PM   |   4 min read

Sonali Bendre

This World Asthma Awareness month, Cipla launched its general patient & public awareness initiative – ‘Tuffies’ – directing more targeted awareness on improving respiratory care amongst children, especially those living with asthma. Overcoming myths and stigma associated with chronic respiratory diseases like asthma and its treatment, the Tuffies campaign is targeted at engaging children between the ages 5 through 10 yrs of age and their caregivers. Sonali Bendre launched the campaign by unveiling the Tuffies Comic Book and introducing the Tuffies Team, a group of relatable, young, adventurous characters.

A widespread non-communicable disease, asthma is the most common chronic condition among children affecting nearly 7.9% of Indian children, with about 80% of asthmatics experiencing symptoms during the first 6 years of their life. Insufficient awareness about the disease, misconceptions and perceived myths associated with its cornerstone treatment i.e. inhalation therapy, have resulted in many cases of asthma going undiagnosed and even untreated. All this ultimately results in poor control of asthma, leading to a significantly impacted quality of life that includes frequent hospitalizations and missed school days.

The Tuffies Comic Book features - Vicky, an aspiring detective who lives with asthma but does not let it hold him back, along with his sister Mini, best friend Gullu and Vicky’s trusted companion Mr. Puffy. These characters will remain central to the Tuffies campaign. The comic book will showcase the Tuffies team as they tackle challenging situations and solve mysteries in their hometown with Mr. Puffy providing guidance and motivation through his mantra ‘Breathe in and count to ten, breathe out and let go of doubt’. Through their adventures, the campaign aims to spread the message that asthma should not limit a child's potential, as long as they take the right treatment and adhere to it. While the campaign launches with the comic book, an animated video series is to follow.

Speaking on the launch of the campaign, Dr. Vikas Gupta, India Rx Head, Cipla Ltd. said, “Patients are at the heart of everything we do at Cipla, and this ethos is reflected in the efforts we have made to transform the lives of those living with asthma. Through our public awareness campaigns, we have made significant strides in raising awareness about the condition and trying to set the record straight on one of its recommended treatments i.e. inhalation therapy. Broadening our focus and for the effective management of this condition in the country, we’re excited to launch the ‘Tuffies’ campaign. With this campaign we aim to inspire children to overcome limitations and help create more open channels of communication for caregivers to make informed decisions in consultation with their child’s physician. This further deepens our efforts to bring about a positive change in people’s perception towards asthma and its treatment”.

Adding her thoughts actor Sonali Bendre said, “Cipla’s work in the asthma awareness space has over the years sparked a social movement that has served as inspiration for asthmatics across the country. And now, with the Tuffies campaign, the company extends its focus toward helping children with asthma and their parents by; combating misinformation related to the condition, enabling informed decision-making, and encouraging children to overcome their limitations. Launching the campaign with a comic book, which can entertain and inform is truly a smart way of spreading awareness about a health condition, especially amongst little ones. And as a mother, it gives me immense delight to be able to lend my voice and platform to a campaign, that has such a strong message and cause.”

Prasad Ajgaonkar, CEO of animation studio iRealities who along with his team conceptualised the Tuffies campaign characters and storyline said, “We’re happy to have been able to contribute to Cipla's efforts to promote better respiratory care in the country. Our expertise in children's animation and engaging storytelling has allowed us to spread a message of positivity and hope to children living with asthma, through this campaign. Tuffies is a great example of how creative storytelling can be used to effectively reach out and connect to an audience.”

Over the years Cipla has championed awareness around asthma through its #BerokZindagi campaign, using a multitude of creative formats and platforms to spark social conversation, engage the public and inspire change for asthmatics across the country. With the Tuffies campaign, Cipla dives deeper into specific patient cohorts urging children with asthma to unlock their true potential and empowering their parents to help them do so.


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CSK-GT match viewership touches 2.5 crore: JioCinema

According to JioCinema, this is the highest ever, with the previous record being 2.4 crore, registered during the CSK versus RCB match on April 17

By exchange4media Staff | May 24, 2023 10:04 AM   |   1 min read


The Chennai Super Kings vs Gujarat Titans match on Tuesday has clocked the highest ever concurrent viewership on JioCinema, the network has said.

The final overs of the second innings of the match saw the concurrent viewership on JioCinema touching 2.5 crore. CSK made its way to finals by winning the playoff match by 16 runs. 

The previous viewership record on JioCinema is 2.4 crore, registered during the CSK versus RCB match on April 17. 

JioCinema has been free streaming IPL matches for all viewers. 

“In terms of engagement, JioCinema continues to set new benchmarks every day. The total video views on the platform have already crossed over 1300 crore video views, setting a world record. The streaming app has been adding millions of new viewers for IPL on a daily basis. The average streaming time per match per viewer has already zoomed past 60 minutes,” said JioCinema in a release.

In terms of sponsorships and advertisers, JioCinema has roped in 26 marquee sponsors.

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Buffering targets 200 plus campaigns for movies, OTT shows & music album launches in 2023

Buffering is a data led media tech platform that is revolutionising the Media Tech industry

By exchange4media Staff | May 24, 2023 12:59 AM   |   3 min read


Amit B Wadhwani's Buffering Mediatech has been successfully amplifying over 200 movies within ground-breaking time.

It’s been a highflying last financial year for Buffering with quite some of the top Bollywood releases being amplified by Buffering Mediatech. With Ram Setu - Akshay Kumar, Mili - Jahnvi Kapoor, Phone Bhoot - Katrina Kaif, Cirkus, PS2, Chatrapathi, Bholla, Drishyam 2, Zara Hatke Zara Bach Ke to name a few. Buffering adds to the fast growing list of latest releases amplified as Buffering as Media-Tech partners.

‘’My goal has always been very singular; give people what they want! Our services have always been tailor-made to appeal to them. But, the most important part is to convince the consumer. Make the consumers feel that they're making an absolutely right choice with the offered strategy.’’ as quoted by Founder & Director Amit B. Wadhwani.

Meanwhile, Darshini Khatri, one of the co-founders says, “When availing services or procuring solutions, every brand wants to feel confident that they made the right choice. For some purchases, that means getting the best possible value. For others, it means getting a specific set of features. Brands put a lot of energy into making sure that buyer's remorse doesn't haunt them after making a decision. At Buffering, we ensure our partners get the best of both worlds.”

Buffering is a data led media tech platform that is revolutionising the Media Tech industry. With a humongous reach of 400 Mn prospective consumers on a pan India basis, Buffering provides the perfect blend of online and offline media with digital technology. As a brand, Buffering has been able to acquire users across the country through extensive ATL/BTL activities along with digital and social media activation campaigns.

‘’Cinema dynamics coupled with data & technology is an unexplored industry which has a huge revenue potential & is an extremely profitable business. The Buffering has become a commendable model which will redefine amplification of content in the media & entertainment industry in India. I loved the focus on detailing in spite of keeping scale in mind' states young Krishiv L. Tekchandani - Co-Founder, Buffering.

With a whopping 100% YOY growth in terms of the number of amplification campaigns, Buffering targets more than 200 campaigns for movies, OTT shows, web series, music album launches and others in the current year. The last quarter has already seen Buffering increase its footprint in the sports and entertainment industry with exclusive campaigns for the Women's Premier League 2023. Forecasting a comfortable turnover of 100 Crores in the current financial year confidently. 

Buffering’s presence in the outdoor marketing space is unparalleled. It provides access to more than 19,500 active outdoor hoarding sites across premium locations of the country including presence in metros, Tier I, Tier II and Tier III cities, state and national highways that helps in establishing the presence of your brand. Not just hoardings,it can also provide high visibility options across airport terminals, autorickshaws, and other such unconventional options. Unlike other players, it co-invests in the facelift of brands through outdoor and digital media in marketing campaigns. This helps the brand provide clients with up to around 40 - 50% discount on the outdoor marketing cost as compared to any other player in the market. 


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Times Now Navbharat clocks 355 million views on YouTube

The channel registered a 422% cumulative growth

By exchange4media Staff | May 23, 2023 12:50 PM   |   1 min read

times now

Times Now Navbharat has risen among the top 3 Hindi news channels on YouTube, clocking an impressive 355 million views in April and registering a phenomenal 422% cumulative growth.

Times Now Navbharat offers innovative content formats to viewers across platforms. On the back of the fastest news, exclusive news breaks and most viewed prime-time shows - News Ki Pathshala and Sawal Public Ka, the channel has built a strong resonance with the viewers, driving high-decibel engagement across platforms.

With a series of digital exclusives that integrates the channel’s broadcast and digital content, Times Now Navbharat has been offering well-rounded insights on every major news story, combined with comprehensive coverage of key events such as the Atique Ahmad murder and ground-breaking original reportage like Operation Sheesh Mahal expose.

Rohit Chadda, President & COO – Digital Business, Times Network said, “This is a remarkable feat for a new entrant in the Hindi News category. With its unparalleled news content and interactive show formats, Times Now Navbharat has consolidated its position as the preferred destination for Hindi news on YouTube. This milestone reinforces our commitment in building new levers of digital engagement with our viewers and we are confident to continue to achieve new milestones."

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IPL on digital has delighted advertisers: JioCinema

JioCinema has claimed that it has received 1300 Cr. video views in the first five weeks of the tournament, and more than 60 minutes average user time spent per match

By exchange4media Staff | May 22, 2023 7:35 PM   |   3 min read


JioCinema, the official digital streaming partner of TATA IPL 2023, has claimed that it has received 1300 Cr. video views in the first five weeks of the tournament, and more than 60 minutes average user time spent per match.

“The blockbuster performance of IPL on Digital has delighted viewers and advertisers alike. This season, the number of sponsors during IPL's digital streaming reached 26, the highest ever for any sporting tournament. With a real-time number tracking system that enables advertisers evaluate their reach on Digital, the advertiser response has reached an overwhelming number, which is in the range of 400 this season,” read a press release.

Speaking on the value of IPL advertising on digital, Jaya Jamrani, CMO, Castrol India, said “Our segments are very varied but IPL on digital has allowed me to be able to focus and drive the right content to the right audience through targeted marketing. The level of personalization and the targeting that you can achieve is amazing.”

“It’s great consumer experience that's adding a lot more numbers. Forget Hindi and English, which is quite common, but there's Bhojpuri and even Punjabi, which are actually giving a lot more numbers. From a language perspective, it's great immersive stuff for marketers,” said Vishal Chinchankar, CEO, Madison Digital.

Sudhir Shukla, COO - Hypermarkets, More Retail added, “The ability to personalize the campaign at scale is what is phenomenal about IPL on digital. Of course, there are great numbers, but the quality of the impact is absolutely fantastic. On digital we've seen the concurrency numbers, now concurrency numbers go up when a certain batsman comes in to bat, match after match. And the ability to make the most of such a moment is phenomenal.”

Speaking on interest from a variety of brands to advertise on digital this season, Amardeep Singh, CEO, Interactive Avenues said, “IPL on Digital has democratized TV for the advertisers. Earlier, to advertise on TV, you needed huge budgets. Now you don't need huge budgets to advertise on TV.”

According to the recent TAM report, CTV ad spots have shown a 20% growth, indicating the growing trend of viewers preferring the convenience and flexibility offered by CTV platforms, with premium Digital offerings of TATA IPL including 4K, multi-cam, 360-degree viewing, at an unprecedented scale, at no cost.

Speaking on CTV advertising, Singh added, “We're looking at anywhere between 25 million to 40 million CTV households being reached. And what we've seen in the end metric, CTV advertising performs better as compared to a regular ad on the mobile”

Speaking on advertisers’ gain with the surge in digital viewership of TATA IPL, Anil Jayaraj, CEO, Viacom18 Sports said, “Advertisers are the big winners this season and that’s the way it should be. Through JioCinema, advertisers are reaching the right audiences at the right price. JioCinema has opened doors for a lot of advertisers, smaller brands and companies to join the bandwagon, what use to be the exclusive preserve of top 100 advertisers.”

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