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360 degrees communication to invite not intrude

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MUMBAI: Content aggregators, ad agencies and
advertisers should jointly work out 360 degrees
multimedia consumer interactions to provide positive
experiences and move away from intrusion to
invitation. Only then will they able to grow the
advertising pie and stretch every rupee of the ad
spend. These were some of the observations made during
the session on “Advertising: how to make the rupee go
further” held during the latter half of the second
day of Ficci FRAMES 2003.

The writing is clearly on the wall – TV channels and
print media owners should stop selling content alone
but forge multimedia alliances to woo advertisers. Ad
agencies want to make media owners equally responsible
and culpable for the success or failure of brand
objectives.

In an extremely jovial atmosphere, the panelists
comprising Bennett Coleman and Co (The Times of India
– TOI – president) director Arun Arora, Mindshare
Fulcrum MD Vikram Sakhuja, Zee TV president Apoorva
Purohit, Wizcraft director Sabbas Joseph and the
moderator Madison Communications chairman Sam Balsara
had no qualms about taking digs at one another while
scoring brownie points by their insightful
observations.

Balsara’s reference to The Times of India (TOI) as the
“grand old lady of Bori Bunder” compelled TOI
president Arora to claim that the grand old lady has
become the “spice girl” of Mumbai. Arora was adamant
when he stated that “what is timeless must become
timely; otherwise it will get dated!”. Sometime later,
Zee TV’s Purohit took a dig at competitor Sony and
wondered whether the channel would eventually brand
some of the “assets” of their wonderful team of
commentators!

Balsara’s rejoinder was that they had
approached Sony for branding Mandira with TBZ
jewellery. Purohit also claimed that media buyers
acted like purchase managers and some day in the near
future there would be “media channels” tender ads in
The Times of India. Balsara, then, urged Arora to
think about Purohit’s suggestion and ensure that she
gets part of the 15 per cent commission for her ideas.

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In his presentation, Arora mentioned how the scenario
has changed and offered the following solutions to
stretch the ad rupee. Arora said that the days of
content aggregators doing vertical thinking are gone
as clients are demanding that their ad agencies should
think horizontally. The key is ensure that there is
a convergence of vertical media buying with horizontal
consumption.

Excerpts:

* Media habits have not just evolved but they have
been transformed. The market is ruled by complexity,
fragmentation, higher short-term goals and reduced ad
spends.

* The ground rules indicate that one must get an
emotional connect with the consumer who is in control.
The medium can be used effectively as the message.

* Products (including print and TV) have become
experiential and are no longer just functional – the
way to the heart and the mind could open doors to the
wallet.

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* Mere communication isn’t enough but it must be
coupled with entertainment and experiences.

* There is a convergence of content and commerce.
Content aggregators and advertisers must move away
from vendor-buyer relationships and partner one
another. Examples of such relationships include music
videos for selling automobiles (Karunesh- Tata Safari;
Eveready Indipop Remix album; Romanov party mania).

* Advertising has to meet advertising events and
branded entertainment. Examples Brand Equity quiz;
Corporate Excellence awards; Femina Miss India and
Filmfare awards.

* A 360 degrees sweep for products and services –
examples include Star India and Channel [V]’s Popstars
band Viva had a multimedia deal with The Times of
India group; Pepsi with Adnan Sami and Fardeen Khan.

* Madison (advertising) must meet Vine
(entertainment)! Globally, some major 360 degrees
deals have been done. Pepsi and Coca Cola have tied up
with Sony and Universal music labels in order to get
the celebrity artistes to endorse their respective
brands. Viacom with Proctor & Gamble; AOL with
Kelloggs, Kraft, Burger King.

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* Music or TV content or feature films are longer just
intellectual property but can be termed as emotional
property (EP). Create more and sell more in order to
benefit and stretch the advertising rupee.

Mindshare Fulcrum MD Vikram Sakhuja
# There is a need to move away from carpet bombing to
brand experience via a 360 degrees marketing and
communication mix.
#Ogilvy said that “only one half of advertising works
and we don’t know which half”. The key is ensure and
find out that both the halves work.
#Stretching the rupee is all about the right
communication messages and not about reach, frequency
or gross ratings points.
#Advertisers and ad agencies have to be very clear
about what they want to do and correct judgement will
indicate savings. For instance, WPP Media research
shows that if a brand launch costs Rs X; saying
something about the brand costs Rs 0.75 X;
repositioning a brand costs Rs 1.25X; reinforcing
brand values costs Rs 0.5X and gaining competitive
dominance would involve stepping up the share of voice
through selective media planning and buying.
#In India, planners and buyers can stretch the rupee
by conjuring up the right mix between satellite and
terrestrial channels. They need to question the role
of media and its ability to deliver. Media owners must
be made accountable and must guarantee sales.
#Medium can be the message eventually and if used
rightly!
#Micro-scheduling, optimization and effectiveness
could induce savings of nearly 20 per cent.
#Effective planning and buying can be done through a
mix of intuitive and nominative planning.
#In the near future, the focus will shift from “media
to communication”

Zee Television president Apoorva Purohit
#Media is not merely a commodity (that media planners
and buyers have made it out to be) but much more than
that
#Media planning and buying is an art but the media
agencies are too obsessed with the science of media
planning.
#Media specialists need to consider media in totality
and use innumerable media opportunities to drive brand
salience and extend brand proposition. Examples would
include in-film placements (actor Shahrukh Khan
sipping Stroh’s beer in Yash Chopra’s super-duper hit
“Dilwale Dulhaniya Le Jayenge”); branded TV shows
(Whirlpool extended its homemaker concept to creating
content around the theme) and long-term associations
(CEAT cricket ratings and De Beers with Aishwarya
Rai).

Event management specialist Wizcraft director Sabbas
Joseph
#Ideas need to be the base or foundation of any
attempt to stretch the rupee. Ideas can also create
compelling content.
#The best part about using below-the-line activities
to stretch the rupee is that there are no rigid rules
as in TV or print.
#Marketers and advertisers start off with the premise
of the idea and then innovatively use 360 degrees
multimedia marketing to build up hype.
#Delivery can be measured effectively.
#Association with a winning idea is beneficial in the
long-term as ideas have a life of their own.
#A clever mix of events and 360 degrees mix can make
the brand experiential and ensure reach and
interactivity with the target audience.

Moderator Balsara summed up the proceedings eventually
by saying that ad agencies, media owners and
advertisers have all been partly responsible for
having myopic visions. Leading media houses must
aggressively don the mantle of ensuring that they help
the advertisers sell more; ad professionals must gain
a business perspective and develop a holistic attitude
which just doesn’t end with delivering cost-effective
TRPs. Times of India group’s Arora however had the
last word when he commented that “good content always
sells and can always stretch the rupee.

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The session: Advertising: how to make the rupee go
further

Moderator: Sam Balsara, chairman, Madison Communications

Event Coverage

Anime India announces Amazon MX Player as co-presenting partner for Anime India Kolkata 2026

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MUMBAI: Riding high on the success of its blockbuster Mumbai debut, Anime India is accelerating its nationwide expansion with the announcement of Amazon MX Player as the co-presenting partner for Anime India Kolkata. The partnership marks a significant step forward in the festival’s mission to deliver large-scale, accessible, and fan-first anime experiences across the country.

Scheduled for 14 and 15 February 2026 at the iconic Biswa Bangla Mela Prangan, Anime India Kolkata will launch the first regional chapter of what is set to be a year-long, multi-city tour. As the curtain-raiser for the 2026 circuit, the Kolkata edition aims to fuse the energy of global Japanese pop culture with India’s fast-growing community of anime, manga, and pop-culture fans.

A household name in digital entertainment, Amazon MX Player brings unmatched reach and cultural relevance to the Anime India platform. With its expanding focus on anime and youth-driven content, Amazon MX Player’s involvement as co-presenting partner reinforces Anime India’s vision of making anime culture more inclusive breaking barriers of language, geography, and accessibility to connect with fans nationwide.

                                              Glimpses of Anime India Mumbai edition

Anime India Kolkata 2026 will showcase cosplay competitions, interactive zones led by the Indian Gunpla Community, India-39 Vocaloid Community, The Japan Curry, and Adda-o-Otaku by The Otaku Guild. Fans can join tournaments across fighting games, Pokémon VGC, and more. Acclaimed Japanese director Susumu Mitsunaka (Haikyu!!) will attend as guest of honour, appearing in panels and live sessions. Positioned as an immersive celebration of fan culture and industry collaboration, the Kolkata edition marks the beginning of Anime India’s nationwide expansion.

Sharing their perspective on the partnership, Amazon MX Player director Aruna Daryanani expressed, “Anime in India has evolved from a niche interest into a mainstream cultural movement, driven by an increasingly engaged and passionate fanbase. At Amazon MX Player, our focus is on expanding access by bringing anime to audiences across the country for free and in multiple local languages. Our association with Anime India reflects our commitment to supporting the growth of anime in India and deepening connections with fans, while continuing to build Amazon MX Player as a trusted destination for free, high-quality entertainment.”

“Anime India Kolkata is a celebration of how anime has grown beyond entertainment into a powerful cultural and creative force. By bringing fans, creators, and industry leaders onto one shared platform, the festival is helping define the future of pop culture in India,” said Anime India co-founder and director Neha Mehta.

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The debut edition of Anime India 2025 in Mumbai attracted over 29,000 fans, quickly cementing its status as a landmark celebration of anime and Japanese pop culture. Riding on this overwhelming response, the Kolkata chapter is projected to draw more than 40,000 visitors across two days, positioning it as one of the biggest anime conventions ever held in eastern India.

Anime India is focused on bringing together fans from across the country to create a truly pan-India celebration of anime, manga, cosplay, gaming, and Japanese culture. With plans to expand into four key metropolitan hubs in 2026—east (Kolkata), north (Delhi), west (Mumbai), and south (Hyderabad)—the festival seeks to deliver globally benchmarked experiences while supporting and uplifting creators, artists, and fan communities throughout India.

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Event Coverage

Transcend Goa Day 2 closes with a vision for cross‑border storytelling and shared narratives

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Day two of Transcend Goa 2026 built on the momentum of the opening day and offered a deeper dive into the possibilities of transmedia storytelling and IP creation. Through a mix of panel discussions, and visionary presentations, the second day highlighted both the challenges and opportunities of building story worlds that thrived across platforms, leaving participants inspired by the breadth of ideas and collaborations that were showcased.

The second day began with the session Transmedia History of Japan Manga/Anime/Game IPs in the Partnership of East Asia. The session explored the evolution of Japanese manga, anime, and game IPs as transmedia ecosystems, shaped through long‑standing collaborations across East Asia. The speaker for the session was RE Entertainment CEO & president Atsuo Nakayama.

L to R: Ankur Pathak, Dhruv Jagasia, Tarana eddy and Caleb Franklin

The session ahead was titled A World Where Narratives are Currency. It explored how powerful narratives function as both creative and commercial currency, shaping brands, fandoms, and franchises in the global media landscape. Speakers included Big Bad Wolf founder Dhruv Jagasia, Matter Entertainment founder & CEO Caleb Franklin, Storiculture transmedia producer Tarana Reddy, with the discussion moderated by writer Ankur Pathak.

Vipul Agrawal

The next session post‑lunch was Building Mugafi into a Transmedia Giant. It took a deep dive into transforming Mugafi into a scalable, story‑driven ecosystem. The discussion explored how IP development, technology, and creator communities converge to build a transmedia platform that nurtures talent, expands narratives, and unlocks global opportunities. The speaker for this session was Mugafi founder Vipul Agrawal.

L to R: Kim Faiga and Jack Oolders

The session titled From Collectibles to Culture – Toys, Merchandising & Global Transmedia Value Chains focused on merchandising and consumer products. It examined how toys, collectibles, and licensing strategies can expand a story’s reach and create sustainable value chains across film, television, gaming, and more. Speakers included Weta head of consumer products Kim Faiga and Weta consumer products sales manager Jack Oolders, with the discussion moderated by Bulletproof Entertainment founder Harish Rao.

L to R: Sunder Aaron, Charuvi Agrawal, Manvendra Shukla and Milind Shinde

The last session for the day was titled The Next Wave of Global IP – Connecting India, Asia & the West. It spotlighted emerging intellectual properties that bridge continents and cultures, highlighting collaborative projects linking creators in India, Asia, and the West. By showcasing case studies on scaling IP across borders, the discussion underscored how co‑productions and shared narratives can reach audiences worldwide. Speakers included 88 Pictures founder & CEO Milind Shinde, CDL TV CEO Charuvi Agrawal, writer Binky Mendez, and Lakshya Digital CEO Manvendra Shukul, with the discussion moderated by Locomotive Global founder Sunder Aaron.

Transcend Goa 2026, concluded with closing remarks from Rao and representatives of the government of Goa, followed by a networking evening. The sessions across the event captured the spirit of collaboration and innovation, showcasing how transmedia storytelling and IP creation can transcend borders, formats, and industries. As the event drew to a close, participants left with renewed inspiration, strengthened connections, and a shared vision for the future of global media and entertainment.

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Event Coverage

Transcend Goa 2026 Day 1 showcases India’s journey in storytelling, IP creation and transmedia content

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Day One of Transcend Goa 2026 marked a significant step for India’s creative industries, as the inaugural transmedia conclave unfolded at the Marquinez Palace in Panjim on 15 January. The summit brought together leading voices from cinema, publishing, gaming, animation and emerging technologies to discuss how stories can move fluidly across formats and reach audiences in new ways.

Conceived as a platform to showcase India’s growing strength in original IP and cross‑media innovation, the conclave set out to highlight the country’s transition from service‑driven work to globally recognised creative leadership. With the support of the Government of Goa, the Entertainment Society of Goa (ESG) and Goa Future Proof curated the event to spark dialogue on the future of storytelling and its impact on culture and commerce.

L to R: Sanjay Ram, Shobha Sant, Veerendra Patil, Monisha Advani and Vijay Koshy

The day opened with an address by a Government of Goa representative and ESG chief executive officer Asvin Chandru. He said, “Goa has been envisioned as a future facing space where cinema, publishing, gaming, technology and artificial intelligence converge, reflecting the state’s ambition to emerge as a hub for creative, innovation and cultural exchange. Over the next two days, we hope this conclave inspires meaningful dialog, learning and collaboration across disciplines.”

Next, government of Goa chief secretary and planning secretary V Candavelou took the stage, setting the tone for the discussions ahead. He noted, “You all know that transmedia storytelling has undergone a transformational change. With the evolving of new technologies, this storytelling keeps on changing. The Transcend Goa summit is making this platform available to all the stakeholders to exhibit their talents. I hope that these two days spark meaningful conversation and ideas for the future.”

The event was graced by Goa’s chief minister Dr Pramod Sawant. “Transcend Goa is a simple idea to create a space where the culture meets technology, creates a space where the creativity connects with opportunity,” he said taking the stage. “The summit is also a pilot. It allows us to learn and understand how Goa can position itself as a large, creative and digital economy. Even small steps matter when we move in the right direction. If this discussion is of value to the creators’ businesses and the students, then these efforts will serve its purpose.”

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He further said, “Goa always attracted the artist and thinkers. Today, it also has the students who code, design, animate, write and build the digital products. This summit gives them the exposure. This platform can open new doors and sparks new ideas. The government of Goa has extended support to Transcend Goa because we believe in the enabling of this platform. The Entertainment Society of Goa (ESG) has been entrusted and with the responsibility because it understands the culture landscape and has the capacity to execute such initiatives. We see the summit as a part of the larger efforts, our efforts to strengthen the Goa’s creative economy.”

The keynote was delivered by Creativeland Group chairman Sajan Raj Kurup, who underscored the importance of building narratives and transmedia content that resonate across platforms and markets.

The day opened with the session Beyond the Screen: Creating Stories that Travel, which examined how narratives moved across film, television, games, social media and immersive experiences. It considered strategies for designing stories that adapted and engaged audiences across formats. Speakers included Emmay Entertainment producer partner and CEO Monisha Advani, Zebu Animation co‑founder and creative director Veerendra Patil, TVF president Vijay Koshy and Creativeland Studios CEO Shobha Sant, with the discussion moderated by Mediasmiths founder Sanjay Ram.

The session The Evolution of India’s Media Ecosystem: Transitioning from Outsourcing to Transmedia IP Creation examined how India’s media sector moved from providing back‑end services to developing original intellectual property that attracted global investment. Speakers included Punnaryug Artvision founder Ashish Kulkarni, Brhat founder Raghav Krishna, with the discussion moderated by Bulletproof Entertainment founder Harish Rao.

Post lunch, the session India’s Original IP Powerhouse: The Raj/Alpha Comics Story presented a case study on how publishers such as Raj Comics and Alpha Comics developed Indian superhero stories into transmedia properties. Speakers included Raj Comics founder Sanjay Gupta, Raj Comics and Alpha Comics founder Vasu Gupta, with the discussion moderated by Animation Xpress India director Mishaal Wanvari.

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The session The Art of Creating Multiplatform Narratives explored the craft of building cohesive story worlds that unfolded across film, television, games, social media and other formats. It considered approaches to creative planning, audience engagement and maintaining narrative consistency while using the strengths of each medium. Speakers included filmmaker Raja Krishna Menon, filmmaker Reema Maya and filmmaker Q, with the discussion moderated by Mediasmiths founder Ram.

Harish Rao (left) felicitating Vignesh Raja

The session AR Rahman’s Secret Mountain: Building a Transmedia Music Universe introduced the composer’s latest project, Secret Mountain. It highlighted India’s first Meta Band and explored its potential across music, digital platforms and immersive experiences. The presenter for this session was Secret Mountain cofounder Vignesh Raja.

The last session of the day, Animating Success: Green Gold Entertainment’s Journey, highlighted Green Gold Entertainment founder Rajiv Chilaka and his team’s work in building one of India’s leading original animation studios. It traced how Green Gold Entertainment created hit franchises such as Chhota Bheem, developed a merchandise and licensing strategy, and showed that Indian stories could find global resonance. The session featured Chilaka in conversation with Bulletproof Entertainment founder Harish Rao.

The day concluded with a lively networking evening, leaving participants energised and looking forward to the sessions on the second day.

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