Tag: ICC

  • BCCI gets new ICC financial model discussion postponed

    BCCI gets new ICC financial model discussion postponed

    MUMBAI: At the ICC Board meeting today in Dubai on Friday, there was an agenda item for discussion on a proposed new financial model and governance structure of the ICC.

    The BCCI representative, Vikram Limaye, expressed his concern over both the documents especially in light of the insufficient time available to the (India’s) Supreme Court-appointed committee of administrators to take an informed view on the said proposal, and also there being no scientific basis behind the percentage distribution allocation that was being proposed other than “good faith and equity”.

    Limaye requested that both proposals be taken up at the next ICC board meeting in April 2017.

    The ICC Chairman requested each member to vote for / against these proposals being base documents, to be taken up for final approval in April 2017, it being understood that members could suggest changes to these documents between now and and the next board meeting.

    Limaye reiterated that BCCI cannot consider these as the official base documents as the Committee of Administrators, appointed by the Supreme Court of India, was formed only four days ago and voted against the proposals.

    However, the board based on the voting of members approved the proposals, for final consideration in April 2017.

    Also Read:

    Former CAG Vinod Rai to head BCCI

    Lodha inspires clean-up across Indian sports

  • FICCI keen on IPR awareness & enforcement to encourage innovation

    FICCI keen on IPR awareness & enforcement to encourage innovation

    NEW DELHI: Department of Industrial Policy & Promotion joint secretary Rajiv Aggarwal has said India’s IP framework was in the midst of a paradigm shift following the announcement of the National IPR Policy.

    Chairing a session on India’s IPR Policy: A Roadmap to Robust IP Ecosystem in India in a meet organized by FICCI, he said while the Department was spearheading the overall policy, specific recommendations listed in the policy were being taken up for action by concerned ministries and departments.

    He elaborated on the initiatives undertaken by DIPP and the Cell for IPR Promotion and Commercialisation (CIPAM) set up by the Government to implement the seven objectives which formed the basis of the National IPR Policy, besides bringing forth the industry’s role in ensuring the effective roll-out of these initiatives.

    FICCI, in its drive to spur growth in the Indian industry, specially manufacturing, organised in association with the International Chamber of Commerce (ICC) India, the International Conference on ‘IP: Key Enabler to Growth & Innovation’ here.

    FICCI IPR Committee chairman Narendra Sabharwal who is the former convener of Think Tank on IPR Policy and former deputy director-gneral in World Intellectual Property Organisation (WIPO) said that FICCI had a particular interest in supporting and encouraging innovation for the benefit of industry and economic growth. Consequently, FICCI was working with all stakeholders towards creating awareness about IP, its adequate enforcement, besides ensuring the effective implementation of India’s National IPR Policy recommendations.

    He said India’s IP policy gives IP the prominence it deserves as it is for the first time that IP has been brought into the mainstream of the growth process. He underlined the need to raise awareness amongst businesses on how to use IP as a tool to raise competitiveness and foster growth. While the IP policy provides the overall direction, the rest of the economic and social policies need to be tweaked to bring them in sync with the IP policy.

    Sabharwal enumerated the objectives of the IP policy as promotion and awareness of IP issue, generation of IP, legal and legislative framework, administration and management, commercialisation of IP, enforcement and adjudication and creation of human capital.

    He recommended that all industries and businesses should undertake a baseline IP survey to assess where we are and how do we move forward. He also suggested that there was need for a study on the economic contribution of IP such as a copyright-related industries survey on contribution of GDP.

    ICC Commission on Intellectual Property chairman David J Koris underlined the need of creating an ecosystem that nurtured and promoted intellectual property to fulfill its potential as a tool to spur innovation and creativity, and economic growth.

    Through its awareness-raising and advocacy initiatives, the Commission on Intellectual Property promotes the positive role of the IP system, gives guidance on how the system can be made more efficient and cost effective, helps policy makers adapt the system to new challenges, and promotes the use of IP as a business tool. It also actively contributes on issues arising from the areas of interface between intellectual property and other areas, such as the digital environment and the Internet, the environment, health, development, and competition policy.

    Koris said that for meaningful support to countries in the markets where they operate, the key imperatives were: uniform belief in the rule of law, good regulations and laws and focus on infrastructure.

    He said IP is a key driving force for growth in many companies and economies today, as the different types of intangible assets of a business are becoming increasingly important and valuable in relation to its tangible assets. The IP Commission produces publications and organizes events to support the ICC network of business organizations and chambers of commerce in their efforts to help companies use the IP system to increase their competitiveness.

    ICC India president Prashant Modi highlighted the important role of intellectual property in promoting innovation and technology diffusion, and the way technologies were disseminated in different sectors and countries globally. He observed that IP was a dynamic and constantly evolving field, which was closely tied to technological, economic, political and social changes, and the vital role that intellectual property rights (IPRs) – copyrights, patents, trademarks and similar rights upon which the lion’s share of creative and innovative products and services relied – had in helping the economies of developed and developing countries all over the world grow.

    Dr. K. S. Kardam, senior joint controller of patents and designs at Indian Patent Office, observed that, in the recent years, India was paying increasing attention to facilitate the ease of doing business in the country. With the significance of IPR as a foremost enabler now being increasingly recognized, the government was making efforts to address the concerns that the industry had in conducting business in India, and to work with the industry and other stakeholders to identify solutions towards further enhancing India’s business landscape.

    ICC India vice president Subhrakant Panda said protection of IP rights had become more important than ever following the new economic reforms initiatives introduced by the government. Innovation, he said, was the cornerstone of economic development and emphasised that India had a robust IP regime and a strong judicial system for recourse for settlement of disputes.

    The delegates at the conference deliberated on important developments in intellectual property like India’s recently announced National IPR Policy and the subsequent initiatives undertaken by the government e.g. setting up the Cell for IPR Promotion and Commercialisation (CIPAM) to oversee the implement the policy recommendations, besides bringing froth Industry’s views and perspective on these initiatives.

    Discussions also focussed on other IP-specific issues including constraints that India was facing on account of Counterfeiting and Piracy and the sustained actions needed among the stakeholders to effectively combat this global threat; the concerns of industry in areas such as CRI Guidelines, TRAI Regulations for broadcasting sector, issues with regard to SEP & FRAND terms – among other.

    One of the conference sessions was dedicated to a comparative outlook of India’s IP ecosystem vis-a-vis other jurisdictions, where the panelists undertook an assessment of where India stood on IP matters in comparison to the global standards and practices, whether India could incorporate certain relevant international IP best practices and where the country should be positioning to figure in the emerging global IP framework.

    The Conference brought together a number of leading policy makers, professionals, government officials and IP expert from India and from across the globe. A number of members of the International Chamber of Commerce (ICC) attending the ICC IP Commission meeting in India also participated in the conference, both as speakers and delegates.

  • FICCI keen on IPR awareness & enforcement to encourage innovation

    FICCI keen on IPR awareness & enforcement to encourage innovation

    NEW DELHI: Department of Industrial Policy & Promotion joint secretary Rajiv Aggarwal has said India’s IP framework was in the midst of a paradigm shift following the announcement of the National IPR Policy.

    Chairing a session on India’s IPR Policy: A Roadmap to Robust IP Ecosystem in India in a meet organized by FICCI, he said while the Department was spearheading the overall policy, specific recommendations listed in the policy were being taken up for action by concerned ministries and departments.

    He elaborated on the initiatives undertaken by DIPP and the Cell for IPR Promotion and Commercialisation (CIPAM) set up by the Government to implement the seven objectives which formed the basis of the National IPR Policy, besides bringing forth the industry’s role in ensuring the effective roll-out of these initiatives.

    FICCI, in its drive to spur growth in the Indian industry, specially manufacturing, organised in association with the International Chamber of Commerce (ICC) India, the International Conference on ‘IP: Key Enabler to Growth & Innovation’ here.

    FICCI IPR Committee chairman Narendra Sabharwal who is the former convener of Think Tank on IPR Policy and former deputy director-gneral in World Intellectual Property Organisation (WIPO) said that FICCI had a particular interest in supporting and encouraging innovation for the benefit of industry and economic growth. Consequently, FICCI was working with all stakeholders towards creating awareness about IP, its adequate enforcement, besides ensuring the effective implementation of India’s National IPR Policy recommendations.

    He said India’s IP policy gives IP the prominence it deserves as it is for the first time that IP has been brought into the mainstream of the growth process. He underlined the need to raise awareness amongst businesses on how to use IP as a tool to raise competitiveness and foster growth. While the IP policy provides the overall direction, the rest of the economic and social policies need to be tweaked to bring them in sync with the IP policy.

    Sabharwal enumerated the objectives of the IP policy as promotion and awareness of IP issue, generation of IP, legal and legislative framework, administration and management, commercialisation of IP, enforcement and adjudication and creation of human capital.

    He recommended that all industries and businesses should undertake a baseline IP survey to assess where we are and how do we move forward. He also suggested that there was need for a study on the economic contribution of IP such as a copyright-related industries survey on contribution of GDP.

    ICC Commission on Intellectual Property chairman David J Koris underlined the need of creating an ecosystem that nurtured and promoted intellectual property to fulfill its potential as a tool to spur innovation and creativity, and economic growth.

    Through its awareness-raising and advocacy initiatives, the Commission on Intellectual Property promotes the positive role of the IP system, gives guidance on how the system can be made more efficient and cost effective, helps policy makers adapt the system to new challenges, and promotes the use of IP as a business tool. It also actively contributes on issues arising from the areas of interface between intellectual property and other areas, such as the digital environment and the Internet, the environment, health, development, and competition policy.

    Koris said that for meaningful support to countries in the markets where they operate, the key imperatives were: uniform belief in the rule of law, good regulations and laws and focus on infrastructure.

    He said IP is a key driving force for growth in many companies and economies today, as the different types of intangible assets of a business are becoming increasingly important and valuable in relation to its tangible assets. The IP Commission produces publications and organizes events to support the ICC network of business organizations and chambers of commerce in their efforts to help companies use the IP system to increase their competitiveness.

    ICC India president Prashant Modi highlighted the important role of intellectual property in promoting innovation and technology diffusion, and the way technologies were disseminated in different sectors and countries globally. He observed that IP was a dynamic and constantly evolving field, which was closely tied to technological, economic, political and social changes, and the vital role that intellectual property rights (IPRs) – copyrights, patents, trademarks and similar rights upon which the lion’s share of creative and innovative products and services relied – had in helping the economies of developed and developing countries all over the world grow.

    Dr. K. S. Kardam, senior joint controller of patents and designs at Indian Patent Office, observed that, in the recent years, India was paying increasing attention to facilitate the ease of doing business in the country. With the significance of IPR as a foremost enabler now being increasingly recognized, the government was making efforts to address the concerns that the industry had in conducting business in India, and to work with the industry and other stakeholders to identify solutions towards further enhancing India’s business landscape.

    ICC India vice president Subhrakant Panda said protection of IP rights had become more important than ever following the new economic reforms initiatives introduced by the government. Innovation, he said, was the cornerstone of economic development and emphasised that India had a robust IP regime and a strong judicial system for recourse for settlement of disputes.

    The delegates at the conference deliberated on important developments in intellectual property like India’s recently announced National IPR Policy and the subsequent initiatives undertaken by the government e.g. setting up the Cell for IPR Promotion and Commercialisation (CIPAM) to oversee the implement the policy recommendations, besides bringing froth Industry’s views and perspective on these initiatives.

    Discussions also focussed on other IP-specific issues including constraints that India was facing on account of Counterfeiting and Piracy and the sustained actions needed among the stakeholders to effectively combat this global threat; the concerns of industry in areas such as CRI Guidelines, TRAI Regulations for broadcasting sector, issues with regard to SEP & FRAND terms – among other.

    One of the conference sessions was dedicated to a comparative outlook of India’s IP ecosystem vis-a-vis other jurisdictions, where the panelists undertook an assessment of where India stood on IP matters in comparison to the global standards and practices, whether India could incorporate certain relevant international IP best practices and where the country should be positioning to figure in the emerging global IP framework.

    The Conference brought together a number of leading policy makers, professionals, government officials and IP expert from India and from across the globe. A number of members of the International Chamber of Commerce (ICC) attending the ICC IP Commission meeting in India also participated in the conference, both as speakers and delegates.

  • Baidu joins Hotstar to offer free live-streaming of IPL

    Baidu joins Hotstar to offer free live-streaming of IPL

    NEW DELHI: Baidu India has teamed up with video platform Hotstar to offer free live-streaming cricket matches via its app store MoboMarket for the ongoing Indian Premier League. Along with the free broadcasts, MoboMarket will also kick off its first ‘Cricket Guessing Game’ for fans to predict scores and win prizes.

    According to the Baidu India team, the Cricket Guessing Game is “the ultimate playground for cricket enthusiasts to get together and have fun with their friends and family”. Available in-app on MoboMarket, the online game allows players to win points based on their guesses of IPL match outcomes. Players will earn 1,000 complementary points the first time they start the game on MoboMarket, and will then be able to use those points to support their team or guess the result of matches. In addition, players can earn more points by creating a group and inviting their friends to join.

    The Cricket Guessing Game will be divided into four phases. At the end of each phase, qualified users will have a chance to win prizes, including mobile phones and mobile recharge credits.

    At the end of the fourth phase, all players who successfully created a group will get rewards based on the number of friends they invited and will win a guaranteed prize of up to Rs. 2,500 mobile recharge credits.

    “IPL is such a big thing in India; we can definitely see a growing trend of cricket-related apps on MoboMarket during the ICC and IPL season,” said Baid India general manager Tim Yang. “That’s why we decided to launch this game, to give all the diehard fans out there a little bit more fun.”

    MoboMarket is Baidu’s international Android marketplace for audiences outside of China. With a library of over 660,000 Android apps, it is a one-stop shop for apps, games and more. MoboMarket now supports 5 Indian languages including Hindi, Marathi, Urdu, Tamil and Bengali. To learn more, visit www.mobomarket.net.

    To play the Cricket Guessing Game for a chance to win big, visit: http://bit.ly/1TmnUAF

  • Baidu joins Hotstar to offer free live-streaming of IPL

    Baidu joins Hotstar to offer free live-streaming of IPL

    NEW DELHI: Baidu India has teamed up with video platform Hotstar to offer free live-streaming cricket matches via its app store MoboMarket for the ongoing Indian Premier League. Along with the free broadcasts, MoboMarket will also kick off its first ‘Cricket Guessing Game’ for fans to predict scores and win prizes.

    According to the Baidu India team, the Cricket Guessing Game is “the ultimate playground for cricket enthusiasts to get together and have fun with their friends and family”. Available in-app on MoboMarket, the online game allows players to win points based on their guesses of IPL match outcomes. Players will earn 1,000 complementary points the first time they start the game on MoboMarket, and will then be able to use those points to support their team or guess the result of matches. In addition, players can earn more points by creating a group and inviting their friends to join.

    The Cricket Guessing Game will be divided into four phases. At the end of each phase, qualified users will have a chance to win prizes, including mobile phones and mobile recharge credits.

    At the end of the fourth phase, all players who successfully created a group will get rewards based on the number of friends they invited and will win a guaranteed prize of up to Rs. 2,500 mobile recharge credits.

    “IPL is such a big thing in India; we can definitely see a growing trend of cricket-related apps on MoboMarket during the ICC and IPL season,” said Baid India general manager Tim Yang. “That’s why we decided to launch this game, to give all the diehard fans out there a little bit more fun.”

    MoboMarket is Baidu’s international Android marketplace for audiences outside of China. With a library of over 660,000 Android apps, it is a one-stop shop for apps, games and more. MoboMarket now supports 5 Indian languages including Hindi, Marathi, Urdu, Tamil and Bengali. To learn more, visit www.mobomarket.net.

    To play the Cricket Guessing Game for a chance to win big, visit: http://bit.ly/1TmnUAF

  • ICC Worldcup T20 2016 sets new record in viewership; both traditional and digital

    ICC Worldcup T20 2016 sets new record in viewership; both traditional and digital

    MUMBAI: ICC World T20 2016 has locked a 114 percent viewership growth in India, making it one of the most successful years for the tournament, says ICC.  

    “In India alone, the India versus Pakistan encounter rated 17.3 across the Star Sports network and Doordarshan, the best rated Twenty20 match ever since the final of the World Twenty20 in 2007, reaching 83 million people. And the cumulative in-home viewership for the event in India was 730 million, an increase of 114 per cent over the previous edition,” read a statement released by International Cricket Council.

    Commenting on the unprecedented success of the ICC’s digital and broadcast activity at the ICC World Twenty20 India 2016, ICC chief executive officer David Richardson said, “It is a fact that the ICC World Twenty20 2016 engaged with fans, old and new, like never before. The dynamic and fascinating cricket on field was matched by the innovative presentation of the world feed broadcast and the efforts of our broadcast partners, which delivered record viewership numbers. “

    The tournament, won by the West Indies men’s and women’s teams, which beat England and Australia in their respective finals at Eden Gardens in Kolkata on 3 April, was the first major ICC event produced by ICC TV. That involved coverage of 48 matches across seven venues in India using 30 cameras at each venue.

    The tournament also showcased staggering figures when it comes to its digital reach with 320 million video views across ICC digital properties and social media pages alone. “During the event, 46 million people across the world engaged on Facebook, the most ever for any Twenty20 event in history, while the 85 press conferences streamed live on the ICC’s Facebook page had more than 10 million views,” ICC shared. In addition to that there were 5.75 billion impressions of Tweets related to the ICC World Twenty20, an all-time record for any cricket event. The data on the digital activities was equally stunning and it all added up to make the event a hugely successful one.

    “Our philosophy that the game is about the fans encouraged us to push digital media and broadcast boundaries at the ICC World Twenty20 India 2016 with some creative and engaging activations and innovations.And this enhancement, supplemented by the skills of the players and a highly competitive format, contributed enormously to the overall success of the tournament as we recorded unprecedented broadcast and digital figures. We are delighted with the results and look forward to continuing to develop both our digital activities and our broadcast coverage ahead of next year’s ICC Champions Trophy and the ICC Women’s World Cup, both set to be held in the United Kingdom,” Richardson concluded.

  • ICC Worldcup T20 2016 sets new record in viewership; both traditional and digital

    ICC Worldcup T20 2016 sets new record in viewership; both traditional and digital

    MUMBAI: ICC World T20 2016 has locked a 114 percent viewership growth in India, making it one of the most successful years for the tournament, says ICC.  

    “In India alone, the India versus Pakistan encounter rated 17.3 across the Star Sports network and Doordarshan, the best rated Twenty20 match ever since the final of the World Twenty20 in 2007, reaching 83 million people. And the cumulative in-home viewership for the event in India was 730 million, an increase of 114 per cent over the previous edition,” read a statement released by International Cricket Council.

    Commenting on the unprecedented success of the ICC’s digital and broadcast activity at the ICC World Twenty20 India 2016, ICC chief executive officer David Richardson said, “It is a fact that the ICC World Twenty20 2016 engaged with fans, old and new, like never before. The dynamic and fascinating cricket on field was matched by the innovative presentation of the world feed broadcast and the efforts of our broadcast partners, which delivered record viewership numbers. “

    The tournament, won by the West Indies men’s and women’s teams, which beat England and Australia in their respective finals at Eden Gardens in Kolkata on 3 April, was the first major ICC event produced by ICC TV. That involved coverage of 48 matches across seven venues in India using 30 cameras at each venue.

    The tournament also showcased staggering figures when it comes to its digital reach with 320 million video views across ICC digital properties and social media pages alone. “During the event, 46 million people across the world engaged on Facebook, the most ever for any Twenty20 event in history, while the 85 press conferences streamed live on the ICC’s Facebook page had more than 10 million views,” ICC shared. In addition to that there were 5.75 billion impressions of Tweets related to the ICC World Twenty20, an all-time record for any cricket event. The data on the digital activities was equally stunning and it all added up to make the event a hugely successful one.

    “Our philosophy that the game is about the fans encouraged us to push digital media and broadcast boundaries at the ICC World Twenty20 India 2016 with some creative and engaging activations and innovations.And this enhancement, supplemented by the skills of the players and a highly competitive format, contributed enormously to the overall success of the tournament as we recorded unprecedented broadcast and digital figures. We are delighted with the results and look forward to continuing to develop both our digital activities and our broadcast coverage ahead of next year’s ICC Champions Trophy and the ICC Women’s World Cup, both set to be held in the United Kingdom,” Richardson concluded.

  • Flipkart’s new campaign by Lowe Lintas Bangalore stresses on assurances of satisfaction

    Flipkart’s new campaign by Lowe Lintas Bangalore stresses on assurances of satisfaction

    MUMBAI: With the number of e-commerce platforms growing at a phenomenal pace, it is become necessary to think of unique ways to catch the consumer through either eye-catching television commercials or through purse-catching offers.

    Flipkart which is one of the earliest platforms in India has taken a new communication route promising consumers of the platform being not just convenient, but assured as well, to enhance its position. The new campaign, which has been conceptualized by Lowe Lintas Bangalore, has been weaved around the core thought that “Shopping with Flipkart is not just convenient, but assured as well.”

    The campaign attempts to address that segment which uses online shopping but have a certain fears that cross their minds. Some fears that people have are around “the fear of unknown” like fake products, and cumbersome returns process. The campaign attempts to reappraise people’s perception about Flipkart’s Service Promise and reassure the core target group on the benefits of online shopping.

    Commenting on the objective, Flipkart marketing VP Shoumyan Biswa said, “With over 50 million users, Flipkart is the largest ecommerce player in the country. We are seeing great traction with our consumers on the back of pioneering selection, service and pricing. While the start has been great, we feel the journey has only just begun especially when the majority of the country is yet to experience online shopping. In such a scenario, we believe that as market leaders it is our responsibility to develop the market and help onboard the next few million.”

    He added that Flipkart had initiated an extensive activity across multiple cities and different target segments of potential shoppers some months earlier. While there were some nuances in terms of the reservations towards shopping online, the overarching challenges could be distilled down to two key points –Reassurance that the consumers will get original products and the Ability to return products with ease if needed
    .
    Flipkart Matlab Bilkul Pakka is the new slogan and Biswa said, “Given the strategic importance of this project, our approach for this campaign was to design, plan and execute a complete 360 degree campaign leading with spots on TV, Integration and Sponsorships on key properties across genres like ICC T20 World Cup on Star Sports, Sa Re Ga Ma Pa on Zee TV amongst other key regional, youth and niche genre sponsorships.”

    Over the next few weeks this will get amplified by a strong social, digital and outdoor plan reaching out to national metro as well as regional markets.

    The campaign comprises a series of two films that focus on the assurance provided by Flipkart that the products sold on its platform are of genuine quality. In the first film titled ‘Easy Exchange & Returns’, a non-user of online shopping – who is also a boss – is asking his employee to buy a gift from a local retail store. But the employee suggests Flipkart. Not wanting to compromise on the choice and quality, the boss seems apprehensive of taking the online route. But upon further conviction by the employee on the assurance on quality and easy return policy, he decides to buy from Flipkart. He is completely satisfied as he gets to return the product without any questions asked.

    In the second film titled ‘100% Original Products’, a doctor is shown complimenting his patient on his choice of shoes. The patient leads him to the Flipkart App that has a range of shoes he can chose from. As he is apprehensive that he may not receive a genuine product, the patient promises him that the product is indeed genuine and is something that is vouched by Flipkart as well. In fact he could even return the product if he does not like it. Now convinced, the doctor goes ahead and shops from Flipkart and ends up being totally satisfied.

    Sharing his views on the creative thought process, Lowe Lintas CCO Arun Iyer said, “We wanted to get an entertaining creative expression which has the core cultural insight of our consumers ingrained in it. With our campaign “Flipkart matlab bilkul pakka”, we have been able to answer the most primary and oft repeated service related question, “Pakka na?” This campaign has been crafted with an attempt to connect to our consumers through instances which depict doubts which a lot of our prospective consumers have before shopping online. Hopefully through this campaign, we would have answered their questions and relieved them off their doubts regarding online shopping. Hopefully people enjoy it as much as we enjoyed working on this project.”

    Adding his views, Lowe Lintas Bangalore ECD Rajesh Ramaswamy said, “In today’s times of crazy clutter, we wanted to take an approach where we are sharp and to the point. The challenge was to still make it entertaining. So, this treatment of back and forth, set to a soundtrack of a TT match, really stood out, and added to the humour in the end. And yes, we also got characters we have always loved but never see in ads like Amol Palekar and Rajesh Sharma. It is always inspiring to work with Abhinay Deo, and we believe we have something really clutter breaking and enjoyable.”

    The treatment for the campaign is derived from a ping pong game, as the conversation follows that pattern of communication where each character ‘serves’ a response. The music too has been used in the pauses and silent moments of the film to ensure that the desired message is pronounced. It has been shot by Ramesh Deo Productions and will play on prominent offline and online mediums as part of its outreach plans.

  • Flipkart’s new campaign by Lowe Lintas Bangalore stresses on assurances of satisfaction

    Flipkart’s new campaign by Lowe Lintas Bangalore stresses on assurances of satisfaction

    MUMBAI: With the number of e-commerce platforms growing at a phenomenal pace, it is become necessary to think of unique ways to catch the consumer through either eye-catching television commercials or through purse-catching offers.

    Flipkart which is one of the earliest platforms in India has taken a new communication route promising consumers of the platform being not just convenient, but assured as well, to enhance its position. The new campaign, which has been conceptualized by Lowe Lintas Bangalore, has been weaved around the core thought that “Shopping with Flipkart is not just convenient, but assured as well.”

    The campaign attempts to address that segment which uses online shopping but have a certain fears that cross their minds. Some fears that people have are around “the fear of unknown” like fake products, and cumbersome returns process. The campaign attempts to reappraise people’s perception about Flipkart’s Service Promise and reassure the core target group on the benefits of online shopping.

    Commenting on the objective, Flipkart marketing VP Shoumyan Biswa said, “With over 50 million users, Flipkart is the largest ecommerce player in the country. We are seeing great traction with our consumers on the back of pioneering selection, service and pricing. While the start has been great, we feel the journey has only just begun especially when the majority of the country is yet to experience online shopping. In such a scenario, we believe that as market leaders it is our responsibility to develop the market and help onboard the next few million.”

    He added that Flipkart had initiated an extensive activity across multiple cities and different target segments of potential shoppers some months earlier. While there were some nuances in terms of the reservations towards shopping online, the overarching challenges could be distilled down to two key points –Reassurance that the consumers will get original products and the Ability to return products with ease if needed
    .
    Flipkart Matlab Bilkul Pakka is the new slogan and Biswa said, “Given the strategic importance of this project, our approach for this campaign was to design, plan and execute a complete 360 degree campaign leading with spots on TV, Integration and Sponsorships on key properties across genres like ICC T20 World Cup on Star Sports, Sa Re Ga Ma Pa on Zee TV amongst other key regional, youth and niche genre sponsorships.”

    Over the next few weeks this will get amplified by a strong social, digital and outdoor plan reaching out to national metro as well as regional markets.

    The campaign comprises a series of two films that focus on the assurance provided by Flipkart that the products sold on its platform are of genuine quality. In the first film titled ‘Easy Exchange & Returns’, a non-user of online shopping – who is also a boss – is asking his employee to buy a gift from a local retail store. But the employee suggests Flipkart. Not wanting to compromise on the choice and quality, the boss seems apprehensive of taking the online route. But upon further conviction by the employee on the assurance on quality and easy return policy, he decides to buy from Flipkart. He is completely satisfied as he gets to return the product without any questions asked.

    In the second film titled ‘100% Original Products’, a doctor is shown complimenting his patient on his choice of shoes. The patient leads him to the Flipkart App that has a range of shoes he can chose from. As he is apprehensive that he may not receive a genuine product, the patient promises him that the product is indeed genuine and is something that is vouched by Flipkart as well. In fact he could even return the product if he does not like it. Now convinced, the doctor goes ahead and shops from Flipkart and ends up being totally satisfied.

    Sharing his views on the creative thought process, Lowe Lintas CCO Arun Iyer said, “We wanted to get an entertaining creative expression which has the core cultural insight of our consumers ingrained in it. With our campaign “Flipkart matlab bilkul pakka”, we have been able to answer the most primary and oft repeated service related question, “Pakka na?” This campaign has been crafted with an attempt to connect to our consumers through instances which depict doubts which a lot of our prospective consumers have before shopping online. Hopefully through this campaign, we would have answered their questions and relieved them off their doubts regarding online shopping. Hopefully people enjoy it as much as we enjoyed working on this project.”

    Adding his views, Lowe Lintas Bangalore ECD Rajesh Ramaswamy said, “In today’s times of crazy clutter, we wanted to take an approach where we are sharp and to the point. The challenge was to still make it entertaining. So, this treatment of back and forth, set to a soundtrack of a TT match, really stood out, and added to the humour in the end. And yes, we also got characters we have always loved but never see in ads like Amol Palekar and Rajesh Sharma. It is always inspiring to work with Abhinay Deo, and we believe we have something really clutter breaking and enjoyable.”

    The treatment for the campaign is derived from a ping pong game, as the conversation follows that pattern of communication where each character ‘serves’ a response. The music too has been used in the pauses and silent moments of the film to ensure that the desired message is pronounced. It has been shot by Ramesh Deo Productions and will play on prominent offline and online mediums as part of its outreach plans.

  • Times Internet acquires digital video rights of ICC Events for US & Canada

    Times Internet acquires digital video rights of ICC Events for US & Canada

    MUMBAI: Times Internet owned Cricbuzz.com has become the exclusive licensee for digital video clip rights for United States and Canada for all ICC events for a period of four years. 

    The digital rights for all events scheduled to take place between 2016 and 2019, including the ICC World Twenty20 which begins in March in India will vest with Cricbuzz.com. 

    The four-year deal includes seven ICC events starting with the ICC World Twenty20 2016.

    The deal gives Times Internet exclusive rights to deliver a comprehensive video package that includes video clips of pre-match, in-match and post-match coverage.

    In the first agreement of this nature, the ICC is providing in-match video clips to digital licensees and Times Internet will have exclusive access to six minutes’ video clips from every hour of match coverage starting with the first ball and ending with the winning moment.

    As the exclusive video clips licensee for these two North American markets, Times Internet will also get access to key moments from all matches in the ICC archive.

    Times Internet Limited’s newly acquired digital clips rights in the United States and Canada will supplement Cricbuzz.com’s existing live coverage in the form of text, scorecard and infographics across its digital platforms.

    “North America has traditionally been our largest audience base outside of India and we are thrilled to be able to offer an enhanced experience of the ICC events to cricket fans across that region with near-live in-match clips. We are excited to partner with the ICC to grow the sport in the region through our coverage of the premier competitions in the sport of cricket,” said Times Internet CEO Satyan Gajwani.

    The other events included in the package are ICC Champions Trophy 2017, ICC Women’s World Cup 2017, ICC U19 Cricket World Cup 2018, ICC Cricket World Cup Qualifier 2018, ICC Women’s World Twenty20 2018 and ICC Cricket World Cup 2019.