The cool & the uncool – industry leaders show how to market to the youth

The exchange4media Youth Marketing Summit 2011, held in Delhi on January 28, was an enthralling affair where stalwarts of the industry came together to discuss the perfect marketing mantra to captivate today’s youth.

Akash Raha 29-January-2011

The cool & the uncool – industry leaders show how to market to the youth

The exchange4media Youth Marketing Summit 2011 was an enthralling affair where stalwarts of the industry came together to discuss the perfect marketing mantra to captivate today’s youth.

Delivering the welcome address, Anurag Batra, Chairman and Editor-in-Chief, exchange4media Group, spoke about the necessity of customised marketing targeted at the youth. Thereafter, Graham Brown, Founder, Mobile Youth (UK) & Global Chairman, Youth Research Partnership, gave the keynote address. Brown started off his presentation by stating that India was the hotbed for youth innovation and youth marketing. He then delved upon the various aspects of youth behaviour and marketing. On how mobile phones could be used as a medium to engage with the youth, Brown stated, “Mobile is all about social currency. If you talk about youth engagement, mobile is the screen to go for.”

Brown’s keynote was followed by two interesting panel discussions. The first panel discussed the various challenges in defining and understanding India’s youth market. The panel members included Ravi Dixit, Network Research Head, UTV Global Broadcasting; K Ramakrishnan, President - Marketing, Café Coffee Day; Dheeraj Sinha, Chief Strategy Officer, Bates 141; and Lara Balsara, Executive Director, Madison World.

The next session discussed the various factors that influence buying behaviour of the Indian youth. The panel members that debated and discussed this topic were B Kanan, GM – Chocolates and Confectionary, Nestle India; Neeraj Sanan, Head - Marketing, MCCS; and Emmanuel Upputuru, National Creative Director, Publicis India.

The post-lunch session saw Jeroen Boschma, Chairman, Gadfy The Increation Company, sharing his observations on ‘Generation 3.0’. The author and marketer told the audience that the generation today was focused less on the message of the brand, and more on the brand’s DNA, its essence. This shift in focus raises both opportunities and creates difficulties to the modern marketers, who are targeting the youth demographic. “The hierarchy of wants has changed from how, which was the simplest question to answer, to what, which is to say the methods, the ways that a company reaches an audience and a product. That’s the present scenario, and that’s why there are so many reputation managers now. But the future is going to be why – understanding the intent of the message, understanding why the company chooses to communicate with you, getting a holistic understanding of the marketer through a variety of channels,” Boschma remarked.

Next was a panel discussion on ‘Digital Media Beyond Social Networks’. The panelists included eminent members such as Max Hegerman, President, Tribal DDB; Chhaya Balachandran Aiyer, CEO & MD, BC Web Wise; Sudha Natrajan, COO, Lintas Media Group; Antii Ohrling, Chairman, Blyk India; and Shiv Bhaskar David, Founder and Chief Executive, The Viewspaper. Is digital marketing in danger of entering into a rut? Despite the number of tools and vendors at the disposal of marketers today, the net result on the Internet has a disappointing sameness, and people are showing a lack of willingness to innovate and try new things, done partly through an incomplete understanding of the platform. However, in this panel discussion, the experts showed that the future for digital remains bright as long as people take the time to know why they are doing what they are doing.

According to Tribal DDB’s Hegerman, adaptability was the key to long term survival. As the narrative has changed with time, brands no longer represent aspirations, but rather are all about belonging. He said, “Technology must continue to innovate. The new medium will not replace television, but neither will it ever go away. Adapting and morphing in response to the audience is the key to longevity.”

In the following session, Mikko Ampuja, Chairman (Europe), Global Youth Research Partnership, spoke about how he made insurance a relevant category for the youth. Selling insurance to the youth is a challenge. Insurance matter, after being subject to solicitation, is unfortunately also solicited in the category of the boring, the irrelevant and the expensive, but in the case study Ampuja explained a way around it.

The second panel discussion post lunch witnessed a lively discussion on what made a brand cool and what were the ‘uncool’ factors. The session was moderated by Amit Agnihotri, Co-founder, Director & Editor, Pitch. The panelists included UK-based music producer and media entrepreneur Terry Mardi; Karthi Marshan, Head - Marketing, Kotak Mahindra Group; and V Sunil, Executive Creative Director, Weiden+Kennedy, Delhi. The discussion tried to analyse various aspects and reasons of ‘coolness’ often associated with brands.

In his presentation, Shubhinder Singh Prem, Managing Director, Reebok India, stated that consumers owned a brand and it were they who decided which brands were cool. “Cool”, he said, “is the state of mind. The burger, iPod and cellphone have replaced roti, kapda and makaan.” About social media, he said, “It is all about fitting in, yet standing out.”

The final session of the day was an international case study presentation by Bernard Hor, CEO, Youth Works Asia, Malaysia. The essence of marketing to youth today is simplicity. In his presentation, Hor reiterated this point, in what was an extremely fun-filled session. According to Hor, “Marketing is a mindset, and it’s all in the mind. Youth has to be treated as partners. Marketers have to be daring enough to do so. The essence is to stay simple, really simple.”

The day ended with a vote of thanks by Nikhil Gandhi, Business Head, UTV Bindass, followed by the ‘Tuborg Fun Starter Evening’.

The e4m Youth Marketing Summit was presented by UTV Bindass and powered by Mudra Concrea, in association with Tuborg. For details, please click here

The detailed coverage on exchange4media Youth Marketing Summit 2011 will appear on the e4m website on Monday, January 31, 2011.

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Marketing veteran Nabankur Gupta no more

Gupta passed away on Friday following a brief illness

exchange4media Staff 1 day ago

NabankurGupta

Marketing veteran Nabankur Gupta, popularly known as ‘Nobby’ Gupta, has passed away following a brief illness. According to media reports, Gupta (70) breathed his last on Friday.

Gupta was a marketing master with over three decades of experience in the industry. He had been associated with companies such as Raymond, Videocon Industries and Philips.  He was serving as an independent director on the boards of several companies.

Gupta was the first Indian to have been conferred the tittle of ‘Marketing Superstar’ by Advertising Age International, New York, in 1995. He retired as Group President of Raymond in 2005, after which he started his management consultancy, Nobby Brand Architects & Strategic Marketing Consultants.  

 

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Brand Factory launches 3rd edition of Free Shopping Weekend with #DontShopAtFSW campaign

The 3rd season of Brand Factory Free Shopping Weekend will be held from 12th to 16th December 2018

exchange4media Staff 14 hours ago

ClubFactoryFSW

While the rest of the world is going gaga about the Black Friday and Single’s Day Sale, Indians will not feel left out, courtesy Brand Factory by Future Lifestyle Fashions. Announcing, Free Shopping Weekend (FSW) with a tongue in cheek humour, Brand Factory tells its customers #DontShopAtFSW if they like being rewarded only with discounts.

FSW is every shopaholic’s dream as they get to shop for more than 200 National and International brands for FREE! The 3rd season of Brand Factory Free Shopping Weekend will be held from 12th to 16th December 2018.

The last two years of Free Shopping Weekend saw great success, with lakhs of customers queuing up outside the stores. The wait this year was palpable, resulting in more than 1 lakh RSVPs online, on Day 1 itself. Brand Factory rolled out a 360-degree integrated campaign where #DontShopAtFSW campaign received an overwhelming response of over 1.2 million views on Facebook. The campaign is supported by print, TV, digital, OOH, radio along with corporate and student community tie-ups. This year, the event will be held on a scale larger than ever before with the increased store presence in Tier II and Tier III markets.

Speaking about the scale of the Free Shopping Weekend, Roch Dsouza, CMO, Brand Factory says, “This is one of our biggest property and we wanted our communication to not only be direct but also fresh and exciting. #DontShopAtFSW is not just an attempt to break the clutter but it’s backed by solid consumer insights. We took this route for our digital campaign and both the films bring out the true customer experience when they hunt for deals online or during EOSS of full price retailers. They are as direct and convey the message spot on. We backed this idea with content and we are already witnessing some crazy response.”

FSW is India’s only national ticketed shopping event conducted in 88 stores and 37 cities. Given the scale of the event, shoppers need to pre-book their entry passes at a minimal cost of Rs.250 (Premium passes for two: for early entry to the store from 8 am) and Rs.100 (Classic passes for two: for entry post 11am). Tickets can be booked via on brandfactoryonline.com, insider.in or by visiting the nearest Brand Factory store. You can also redeem the value of your pass on your next purchase during 18th to 31st December.

During the Free Shopping Weekend, you shop for MRP worth Rs.5000, pay just Rs.2000 and get that back too, in the form of free apparel worth Rs.500, gift vouchers worth Rs.1200, and another Rs.300 in your Future Pay wallet. Nobody would want to miss a shopping experience as big as this. Shoppers across the country unite, here’s an experience you cannot afford to miss!

Campaign video:

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M S Dhoni partners with Indi platform for social media fan engagement

The Indi platform will enable Dhoni’s fans to become brand ambassadors for his Seven by MS Dhoni line of footwear, apparel and accessories while earning revenue on sales they generate

exchange4media Staff 2 days ago

MS Dhoni

World-class cricket player, Mahendra Singh Dhoni, has partnered with Indi, a digital word of mouth engagement and monetisation platform, to extend and enhance relationships with his global fan base. 

The Indi platform will enable Dhoni’s fans to become brand ambassadors for his Seven by MS Dhoni line of footwear, apparel and accessories while earning revenue on sales they generate.

“Dhoni’s reputation and ability to inspire 1.3 billion Indians has always amazed me. We are truly impressed with his motivation to give back to the fans who have given him so much. The chance to become a brand ambassador for Seven is a privilege indeed, and we are honored to be powering this groundbreaking opportunity for millions,” said Indi CEO Neel Grover.

Seven by MS Dhoni offers a range of quality lifestyle and athletic apparel at affordable prices. Fans, athletes and gym goers find a unique range of daily wear to cricket-specific products ranging from cricket shoes to sweat-resistant tees. The latest technology, classic designs and highest quality materials are crafted into the Seven catalog. 

“It’s a special opportunity to be able to empower my fans and Seven by MS Dhoni customers with opportunities to not only engage with my label but to also increase their income by earning referral fees on sales they make across social media,” Dhoni noted.

The Indi Brand Ambassador program for athletes offers a range of options for enhancing fan engagement including sponsorships, advertising, product recommendations, branded merchandise and two-way video on demand. The platform also provides detailed information on the athlete’s Indi fan base, social traffic and income generation.

Another way athletes can engage their fans on Indi is through challenges where fans create and post videos and photos. Challenge winners are then selected based on criteria such as the “best” post and the most Indi Buzz generated by those posts.

Arun Pandey, Chairman and MD of Rhiti Group, stated, “While we continue our aggressive push in growing the number of stores to 100 by end of this year, I am thrilled that we are in association with a leading brand like Indi in the digital space. I look forward to working with Indi.com and the founder’s wealth of experience at such a promising time in India’s e-commerce landscape to promote a healthy and fit lifestyle which Seven by MS Dhoni embodies.”
 

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Estée Lauder signs actress Diana Penty as first brand ambassador for India

Diana Penty will feature in skincare and makeup campaigns across digital and in-store platforms

exchange4media Staff 2 days ago

Diana Penty

Skincare, makeup and fragrance brand, Estée Lauder has announced actress and model, Diana Penty, as their Brand Ambassador for India. Penty will feature in skincare and makeup campaigns across digital and in-store platforms. Her first campaign will be for Estée Lauder’s Advanced Night Repair. 

“We are thrilled to welcome Diana to Estée Lauder India as our first Brand Ambassador. Her independence, confidence, sophistication and radiance reflect the modern Indian woman today and will bring a fresh attitude to our brand legacy and style. We’re excited to reveal our first campaign with Diana and truly believe she will help connect our brand with female consumers around the country,” said Rohan Vaziralli, General Manager, Estée Lauder Companies India.

Commenting on the announcement, Penty said, “It is an honour to be the first face for Estée Lauder in India. Being the first Indian woman to represent this iconic global brand is a dream come true. I think confidence and inner happiness makes one beautiful and I hope that I can inspire other young women to bring out the beauty in them.” 

Penty will front the Advanced Night Repair and Pure Color Love Lipstick campaigns in India. She will also lead the DoubleWear Stay-in-Place Foundation campaign, joined by local influencers representing diverse backgrounds and skin tones. 
 

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Impact Person of the Year: D-Day has arrived!

Industry leaders take a guess at who will walk away with the title tonight

exchange4media Staff 2 days ago

ipoy

D-Day is here and the spotlight will shine on the winner of the 14th IMPACT Person of the Year award at the Grand Ballroom of Taj Santacruz, Mumbai tonight. Just before the moment of truth, however, industry leaders share their top picks on who they think is the most deserving winner among the nine nominees this year.

This year, the nominees for the award are Naveen Tewari, Founder and CEO, InMobi; Nadia Chauhan, Joint MD & CMO, Parle Agro; Sanjay Gupta, Managing Director, Star India; Deepak Iyer, Managing Director, Mondelez India; Rajan Anandan, Vice President, South East Asia and India, Google; Ritesh Agarwal, Founder, Oyo; Sanjiv Mehta, Chairman & MD, Hindustan Unilever Limited (HUL); Piyush Pandey, Executive Chairman and Creative Director, Ogilvy South Asia and Prasoon Pandey, Director, Corcoise Films; and Sriharsha Majeti, Rahul Jaimini, Nandan Reddy, Co-founders, Swiggy.  

Here is what some senior industry leaders have to say about the nominee of their choice and why they think he or she should win the coveted IPOY 2018 title.

 

Raj Nayak, COO, Viacom18

Most of the people who have been nominated are my friends. Also, all the nominees are super-achievers in their own right. This makes it very difficult to pick one name. However, there are two or three people who have done fabulous work for their organization. Sanjiv Mehta of HUL had a great turnover and great story this year. Sanjay Gupta of Star TV has played a key role in the Star TV’s fabulous performance, with the acquisition of IPL, and the company that it has evolved into. I also think Nadia Chauhan is deserving because she’s taken Parle Agro to a completely new level.

 

Amer Jaleel, Group Chairman and Chief Creative Officer, MullenLowe Lintas Group

For me it’s 100% Swiggy because they’ve changed the game in my house the most. It used to be a task thinking of a place you want to order your food from, but now whatever you want, you call Swiggy and you get it. In my family, Swiggy has had the biggest impact and if there are many families like that, then it has to be the biggest impact anyone has ever made.

 

Jyoti Bansal, CEO, PHD India

My vote goes to Sriharsha Majeti, Rahul Jaimini and Nandan Reddy of Swiggy for what they’ve done for office lunches and the way India orders its food today.

 

Santosh Padhi, Chief Creative Officer & Co-founder, Taproot Dentsu

Nadia Chauhan should win because of the aggressive work that she and Parle Agro have done so wonderfully for some of the Parle products, despite a few ups and downs in the category. They have still emerged in a strong way and she’s the one who has been fronting the brand and deserves to win the IPOY title, among the nominees that have been listed.

 

To know more about the event, please click here: https://e4mevents.com/ipoy-2018/

 

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Unilever CMO Keith Weed Quits

Weed will leave the FMCG giant in May next year. Unilever has not confirmed who will be stepping up to take on the top marketing role.

exchange4media Staff 3 days ago

Cannes Lions 2017: Unilever Global CMO Keith Weed talks of embracing old and new rules in advertising

Chief marketing officer of Unilever, Keith Weed has announced his retirement from the business. He spent nearly four decades with Unilever. As CMO, he was responsible for the marketing, communications and sustainable business functions at Unilever.  

Weed will leave the FMCG giant in May next year. Unilever has not confirmed who will be stepping up to take on the top marketing role.

His departure follows on from Alan Jope being appointed to the position of chief executive, taking over from outgoing exec Paul Polman.

Weed said in reports: “I have had a hugely enjoyable time with the company, with a range of positions in different countries. As the world’s second largest advertiser, we have been able to leverage our scale for effectiveness and efficiencies, and we have also been able to leverage our scale for good, leading for greater responsibility, transparency and accountability in the advertising and digital industry."

Weed joined Unilever in 1983. He was appointed to the role of chief marketing and communications officer in 2010.

Over the last few years, Weed along with P&G's Marc Pritchard, has been working with agencies and platforms to stop advertisers losing money to issues like ad fraud and opaque digital measurement. This year at Cannes he called for the industry to put a stop to influencer fraud.

 

 

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PepsiCo’s ‘Change the Game’ offers students chance to win $100,000 grant

11,000 B-school students applying their minds to create sustainable solutions for plastic packaging & recycling

exchange4media Staff 3 days ago

Pepsico

As part of their journey to attract talent and empower the youth, PepsiCo India has conceptualised a campus challenge called ‘Change the Game’. The initiative, now it its third edition, provides young talent a platform to share creative solutions to real-life problem situations, with a chance to work with the company.

 

This year, PepsiCo’s ‘Change the Game’ challenge has become bigger as the India winners will compete with winners from other regions for a chance to meet and present their business case to PepsiCo’s CEO Ramon Laguarta and the global leadership team in New York, the company said in a statement. Additionally, PepsiCo will also grant the winners a fund of $100,000 for bringing the winning idea to life, along with an international job offer.

 

Speaking about the initiative, Suchitra Rajendra - VP Human Resources India region, PepsiCo India, said, “The main objective of the ‘Change the Game’ challenge is to spot the brightest sparks of talent by inviting them to develop sustainable and viable solutions to real issues. This year’s challenge is focussed on finding creative solutions to attaining PepsiCo’s Performance with Purpose goals for sustainable plastic packaging and recycling. We have already received an overwhelming response from India and continue to be impressed with the diverse range of creative business plan submissions we have received. We hope deserving talent from India will go on to win at the next level too.”

 

The third edition of ‘Change the Game’ has received a phenomenal response – with 11,000 students from top B schools in India putting their minds to make the world a better place by presenting solutions for sustainability.  

 

The challenge is open to undergraduate and postgraduate individuals, as well as working professionals with up to three years’ experience, giving them an opportunity to make their mark globally.

The winning teams from the three PepsiCo regions -- India Region, Asia Pacific Region (Philippines, Korea, Thailand and Pakistan) and Middle East & North Africa Region (Egypt, Jordan, Lebanon, Kingdom of Saudi Arabia and UAE) -- will be eligible to travel to Dubai where they will compete at the finals. They will also get a year-long international experience or a two-month international internship.

The regional first runners up will receive either a local job offer or an opportunity to ‘Shadow a Senior Business Leader’ for a week. Regional second runners up will receive an opportunity to shadow a senior business leader for a week.

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Amazon invests Rs 22 billion of new funds in India marketplace

This takes the overall funding of Amazon Seller Services to Rs 75 billion crore so far in this fiscal year

exchange4media Staff 3 days ago

amazonlogo

E-commerce giant Amazon has injected Rs 22 billion of new funding into Amazon Seller Services, its marketplace unit, according to media reports. This takes the overall funding in the unit to Rs 75 billion so far in this fiscal year.

The new funding comes at a time when it is believed that Amazon India is almost on par or has outdone its domestic rivals in terms of gross sales on its platform.

However, the burn rate continues to remain at a higher level as e-commerce giants have set their aim to conquer the underpenetrated tier-II and tier-III type of markets that require a different approach.

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Industry experts from Reliance Industries and JSW Steel to speak at IPRCCC 2018

At the ninth edition of India PR & Corporate Communications Conference 2018, the topic for the second session is 'Crisis management and Brand management two edged sword’

exchange4media Staff 3 days ago

IPRCCC

The ninth edition of exchange4media's India PR & Corporate Communications Awards 2018 is the most extensive and exhaustive awards to recognise the contribution and success of the PR Industry. With five categories and 22 sub categories, IPRCCA 2018 is the path breaking initiative to salute and recognise the contribution of PR Consultancies and Corporate Communications.

The event is scheduled to be held on December 13 at The Leela Ambience in Gurugram. 

The event will also witness an all-day India PR & Corporate Communications Conference 2018. The theme for the conference this year is ‘The importance of integrated communications and its challenges’.

The topic for the second session of the conference is on ‘Crisis management and Brand management two edged sword’, wherein our esteemed speakers will discuss how corporate contain and manages the crisis, especially when social media channels spread information like fire, how do brand contain information sensitivity and consumer sentiments. How to make brand communication most friendly for the media and consumers. How to tackle fake news, trolling shaming and manage brand image. Market risk are synonym with brand loyalty. Stakeholders are key influencers in business growth and it is imperative to mitigate risk factor. Especially in crisis situation, what should be the communication strategy for stakeholders to dovetail their decision making factor and market sentiments? 

To answer the above questions will be our esteemed speakers Rohit Bansal, Group Head of Communications, Reliance Industries and Jitendra Vashistha, Head- Corporate Communications, JSW Steel.

Bansal is a media leader and influencer. He is an alum of Harvard Business School and St Stephen’s College. He is a multiple TEDx speaker and a Distinguished Fellow at India's premier think tank, the Observer Research Foundation (ORF). He serves on the National Executive of the Federation of Indian Chambers of Commerce & Industry (FICCI) and three national committees of the Confederation of Indian Industry (CII) on i) services, ii) skill development iii) media and entertainment. 

Bansal is a British Chevening scholar. He has undertaken short professional programmes at University of Westminster, The Times Centre for Media Studies, and The European Journalism Centre, Maastricht. He served on the boards of Network18 Media & Investments, TV18, IBN Lokmat TV, Viacom18, HS18, Panorama, Prism, and News Broadcasters Association; Fellow, Institute of Competitiveness; Mentor, JioGenNext; as Resident Editor of The Financial Express, New Delhi; Managing Editor (and later COO) of Independent News Service; Editor-Business, Zee News; Special Correspondent, Television 18; and Senior Business Correspondent, The Times of India. 

In collaboration with law firm Hammurabi & Solomon, Bansal advised CEOs across the spectrum on policy and the media. He served as Treasurer of The Editors Guild of India and the Foundation of Media Professionals, was on the board of a hospital company and two start-ups in Essel Group. He served as Trustee, St Stephen's Alumni Foundation Trust. His expertise is at the intersect of Government and Regulation, Media/Social Media, Reputation, Corporate Communications, Strategy, Alliances, and Legal Affairs.

Jitendra Vashistha spearheads Corporate Communications function for India's largest integrated steel plant - JSW Steel Ltd. and is based at their flagship plant of Vijayanagar, Karnataka. He possesses comprehensive multi-industry experience in the areas of Corporate Communications & PR, encompassing internal & external communication, marketing communications, and CSR for over two decades with the multinational and blue-chip organisations in the industries covering FMCG, Financial Services, IT, Manufacturing and Telecom. He’s a seasoned corporate communications' professional with hands-on exposure, experience, and expertise in leading strategic communications for the leading multi-national brands in the likes of Fidelity, RPG Enterprises, Amway, Fidelity, HSBC, and Vodafone.

Vashistha has cut his teeth in the entire gamut of corporate communications in establishing & developing communication function, mentoring teams, relationship building and strategic engagement with external and internal stakeholders for delivering strategic, effective & measurable communication in a global change-environment.

He was the first communication executive from India to earn a seat at HSBC’s Executive Council – EXCO, of Global Technology. He was instrumental in partnering & deploying one of the largest Change Communications' programmes of HSBC Group, impacting over 30K employees worldwide. He curated and led some interesting PR properties at Amway Corporation, which helped him steer the challenging & intriguing crisis communications management programme. At the moment, his primary thrusts are on safety communication and to find inclusive communication threads to build employee and media relations in an era; engulfed by social media, digitalisation and disruptive interventions.

Ad Factors is the presenting partner of the IPRCCA and is co-Powered by Media Mantra & MSL. The gold partner is Kaizzen, PR Pundit & AvianWe. The urban mobility partner is Uber. The dgital media partner is Media Value works. Policy Bazaar is the knowledge partner and is co-partnered by Text 100, The Publicist & Kommune. The lifestyle PR partner is ActiMedia, TV partner is NewsX, creativity partner is Webershandwick. The partner For IPRCCC is Pearl Academy.

To know more, click here: https://e4mevents.com/iprcca-2018/
 

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Historical period drama ‘21 Sarfarosh Saragarhi 1897’ to stream on Netflix

The series is based on the real-life story of 21 soldiers of 36th Sikh regiment of the British Indian Army which defended an army outpost at Saragarhi in the North-West Frontier Province in 1897

exchange4media Staff 4 days ago

Abhimanyu Singh

With the aim of bringing untold and unique stories to audiences all over the country, Contiloe Pictures, premium broad-based entertainment content production company, has introduced a show based on the bravery 21 soldiers in British Indian Army – ‘21 Sarfarosh: Saragarhi 1897’. Having wowed audiences on television, the show is now streaming on online streaming giant Netflix.

The show has 65 episodes and stars Mohit Raina and Mukul Dev in principal roles.

“Battle of Saragarhi is considered as one of the bravest day in the Indian history. It was a pleasure telling a story of such importance and creating something at this scale. Having run all episodes on Discovery Jeet, a platform like the Netflix will only help widen the audience, reaching out to global netizens,” says Abhimanyu Singh, Founder, and CEO of Contiloe Pictures.

The series is based on the real-life story of 21 soldiers of 36th Sikh regiment of the British Indian Army which defended an army outpost at Saragarhi in the North-West Frontier Province against an onslaught by over 10,000 Pashtun and Orakzai tribals in September 1897.

The production house has won multiple awards for the show in various categories including Best Teleplay, Special-Visual Effects for Television, Art Direction (Fiction) and Background Music (Fiction).
 
 

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