ITV

Tag: Janta Curfew

  • #9pm9mins sees lowest-ever viewership since 2015

    #9pm9mins sees lowest-ever viewership since 2015

    MUMBAI: Prime minister Narendra Modi’s addresses to the citizens of India have been keenly watched in the last few weeks. Even as his address on 24 March, announcing the 21-day nationwide lockdown, got the highest ever views, his subsequent address on 3 April led to a low point for TV viewership.

    On 3 April, PM Modi had urged people to demonstrate a collective will to fight COVID-19 by switching off all lights at home and lighting a lamp, candle or turning on the mobile phones’ flashlight on 5 April, Sunday, at 9 pm for nine minutes.

    The third edition of BARC-Nielsen report studying viewership trends during lock says that TV viewership dropped by 60 per cent during these 9 minutes as compared to previous weeks. Additionally, the viewership during these nine minutes was the lowest ever since 2015.

    “The decline started by 8.53 pm and came back to current trends only after 9.30 pm,” adds the report. 9 pm is considered as a primetime, even for a Sunday and so the viewership dip is staggering.

    The latest address of PM Modi failed to achieve traction the way the first two addresses announcing Janta Curfew and 21-day lockdown, did.

    “The prime minister’s 11-minute video message on #9PM9Minutes garnered over 1024.5 million viewing minutes. The Janta Curfew address (19 March) and 21-day lockdown (24 March) announcement achieved 1275.3 million and 3862.9 million viewing minutes respectively. Both the addresses were telecast for at least 30 minutes on almost all news channels..

    As the media and entertainment industry has stopped generating fresh content, the only genre being kept under essential services – news channels – is able to show and update viewers about the pandemic with new content. This has helped news broadcasters to gain viewership exponentially by over 250 per cent for the third week straight, as per the report.

    It is observed that viewers watch news on TV first thing post waking up and also sign off their day either by watching news or movies. 

  • Tata Asset Management’s moment marketing is all we need during COVID-19

    Tata Asset Management’s moment marketing is all we need during COVID-19

    MUMBAI: It is difficult to manage being cooped up for days. But by now we all know social distancing and isolation are key to stop the spread of COVID-19 virus. Keeping a low profile is a small sacrifice that we all have to perform for everyone’s safety. The challenge is to be safe and sane during a pandemic.

    Isolating the most social animal on this planet was not going to be easy, and hence, to make the most of this time, Tata Asset Management’s moment marketing initiative gives purpose to those seemingly long hours during #JantaCurfew. According to Tata Asset Management, the main idea was to remind its fellow investors and users to connect with their family in these few hours of togetherness.

    Tata Asset Management’s digital team curated a fun itinerary for the entire family from 7 am to 9 pm. The tasks began with exercising and having a healthy breakfast and included some family-time activities like playing a game of monopoly with the kids.

    The creatives were executed by Finace. Tata Asset Management used digital and social media platforms for this initiative.

    Tata Asset Management digital and marketing head MVS Murthy says, "The #JanataCurfew was for all Indians and we wanted to run a story that cut across demography and geography. And “Family – time” is the most universal idea. We helped people find purpose in their isolation. The idea was to help families all over make the most of their time together. In many ways, it must have given tremendous joy in an otherwise difficult proposition of a lockdown.”

    According to Murthy, if corona calls for social distancing, the campaign brought out the idea that the joys we seek are not outside but right inside our homes. Imagine the cackle a game of monopoly would have brought when some tried to cheat in jest or how our kitchen skills would have got brushed up when the same food you would order in was made at home and one savoured it. At the end of the day we go out for our families; #JanataCurfew was the day you stayed in with your dear ones. In the overall context, the campaign told its audience that you can meaningfully isolate and make a strong chain, while breaking a very dangerous some. 

    He concludes, “The moment our Prime Minister announces #JanataCurfew. We planned well in advance, kept our communication stack ready, announced a 15-hour “ to-do” list on Saturday, and then on Sunday at the stroke of every hour, the focused activity was echoed across our social handles and digital assets. We would like to believe that this is amongst the best #MomentMarketing initiatives globally. Moments are not an isolated event but they gather themselves all the while to create memories. We strung up many a memory and helped sign off the day in gratitude helping audiences count their blessings in these challenging times. However, the proposed itinerary is just not restricted for one single day. We can include this in our lives while we are practicing self-isolation for the coming 21 days.”

  • BIGO LIVE Stands in solidarity to support Corona Warriors with #WeAreThankful initiative

    BIGO LIVE Stands in solidarity to support Corona Warriors with #WeAreThankful initiative

    MUMBAI: With the entire nation coming together to fight off Corona and showing their gratitude to the heroes of our country who are selflessly serving the corona patients, BIGO LIVE, a leading global live streaming platform, on Janta curfew spread their love to corona warriors through their campaign #WeAreThankful. The entire country was moved when  prime minister Narendra Modi gave his heartwarming speech, on how we as fellow countrymen can do our bit by social distancing and spreading our gratitude on the day of Janta curfew to those men and women fighting bravely with the COVID 19 that has taken a grasp of the whole world.

    BIGO LIVE family, on Sunday, got together on their live streaming platform with a common cover pic and a gratitude message that said #WeAreThankful. This was an activity created by the app where they motivated its users to go Live and pay their thanks towards the services given by hundreds of thousands people helping India to fight with this dangerous disease. On this call many of the content creators of BIGO Live went live on app sharp at 5pm as the event began, and paid their gratitude and at the same time motivated their followers to do the same and urged them to come together as a society and support each other.  All these broadcasters on their live streams, stood up and cheered for the medical, aviation & police forces & all those real life hero’s who have been working,  round the clock so that the general audience can stay safe and healthy.

    Over hundreds of Bigo Live broadcasters continued streaming for the duration of one hour, who are having fans over millions. It was an iconic event for the entire Singapore based BIGO family to see how such small effort on everyone’s part can make up such a huge difference and thereby reaching out to over millions of people through their gesture.  This platform not only gave an opportunity to showcase they are thankful for what the government has decided, but also supports the lower income groups who are sacrificing their livelihoods for the safety of others and it’s because of ‘Bigo Live’ that people can make that choice and difference. BIGO LIVE wanted to share its online space by bringing people together for one common cause. People on this period of self-quarantine are coming up with all kinds of ways to keep up their spirits and BIGO LIVE is proud to be able to give them a medium to stay connected with other people.

    “Our campaign #WeAreThankful is a gesture to thank all those men and women who are out there and contributing their bit in our fight against COVID 19. It is very important for all of us to keep a positive attitude and keep sharing our love to each other. It is a time, when the entire humanity must come together and take responsibility to do their part in controlling the spread of the disease. BIGO family is very thankful to our prime minister and the government, who are trying day and night to curb Corona virus and taking all the right measures to control it. Our heartfelt gratitude also goes out to the general public who directly or indirectly are out there and helping us by fighting corona.” BIGO LIVE deputy country head Nagesh Banga, commented on the occasion.

    BIGO is a fast-growing Singapore Internet company established in 2014. BIGO operates products and services in more than 150 countries in the world. BIGO’s products include BIGO LIVE (global live-streaming platform), Likee (global short video creation platform) and imo (global video communication app). BIGO’s headquarters and regional centers are focused on building Artificial Intelligence capabilities and enhancements specifically for localization and country specific requirements.

    BIGO LIVE allows you to live-stream your favorite moments, and make friends from all around the world.  BIGO LIVE enables people to showcase their talent, discover, and stay connected in a positive, healthy, and creative way.

  • PM Modi’s Janta curfew witnessed 85% drop in footfalls across the country

    PM Modi’s Janta curfew witnessed 85% drop in footfalls across the country

    MUMBAI: The clarion appeal given by PM Modi to participate in janta curfew for a day on March 22, 2020 to contain the spread and make the fight against coronavirus in India a success got an overwhelming response with most Indians staying indoors. This resulted in a 85 % drop in footfalls across the country as per the real time step count data collected by over 5 lakh users who are using GOQii Activity trackers. The footfalls were compared to the average footfalls seen before 5th March 2020. 

    The leading state in keeping most of its people indoors was the state of Kerala. Kerala saw a drop-in footfalls at 90% during janta curfew. Maharashtra also saw the drop increase to 89% and now with the suburban railways stopping, this number is likely to increase. The state GOQii has studied has seen a drop-in footfall percentage ranging from 75% to 90%.  

    Citywise, Mumbai and Chennai saw a drop of 90% in footfalls. Cities across India saw a footfall droop between 80 and 90%. 
     

  • Dineout unveils ‘Dineout later, stay home now’ initiative

    Dineout unveils ‘Dineout later, stay home now’ initiative

    MUMBAI: Dining out and restaurant tech platform, Dineout despite of its brand name and objective, is encouraging users to practise responsible social distancing and superior personal hygiene to combat the spread of COVID-19. As a part of this public health initiative aimed at promoting the need to stay home and stay healthy, the brand has changed its name across social media platforms to ‘Dineout Later. Stay Home Now’ and also changed their popularly used hashtag #LetsDineout to #LetsStayHome to show their support.

    Through social conversations with the hashtag #LetsStayHome, Dineout is sharing updates on how their team is working from home, having team lunch digitally together. They are also encouraging fellow Indians to stay entertained while indoors by exploring new hobbies, easy recipes, exercises and fun activities from the comfort of their homes amidst this crisis. People may also share their recipe ideas and photos of what they are cooking or eating with the same hashtag to promote healthy and safe eating habits. They have also created a unique Facebook event ‘Stay Home’ where they had invited people for a virtual dine-in on 22 March, the same day as Janta Curfew to have lunch from the comfort and safety of their homes. They have also announced the closure of their services and operations including denial of bookings and payments on 22 March to support the all India lockdown.

    Speaking on the brand’s public health initiative, Dineout co-founder and CEO Ankit Mehrotra observed, “Social gathering is the key to the F&B industry, while social distancing is the key to fighting the widespread of COVID-19 and we’re strongly promoting it across all our platforms. We stand strong with our restaurant partners who have closed operations temporarily and #LetsStayHome is our collective effort to remind everyone to focus on what matters the most amidst this health emergency – the health and safety of our loved ones and our communities.”