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Tag: metaverse

  • “Swaraj is one of the most difficult shows we have worked on”: Contiloe Pictures’ Founder & CEO Abhimanyu Singh

    “Swaraj is one of the most difficult shows we have worked on”: Contiloe Pictures’ Founder & CEO Abhimanyu Singh

    Mumbai: ‘Swaraj – Bharat ke Swatantrata Sangram ki Samagra Gatha’, an Indian historical TV serial that aired on DD National channel has been eye-grabbing since its launch. The show that telecasted on India’s 75th Independence Day has potentially captured viewers’ attention for its storytelling and production work. The 75-episode mega serial was endorsed by Prime Minister Narendra Modi and focuses on the contribution of the freedom fighters and unsung heroes of the freedom struggle.

    It is an attempt by Doordarshan to bring alive the tales of courage of over 550 freedom fighters on television. Swaraj will tell stories and bring to focus contributions of heroes such as Rani Abbakka, Bakshi Jagabandhu, Tirot Sing, Sidhu Murmu and Kanhu Murmu, Shivappa Nayaka, Kanhoji Angre, Rani Gaidinliu, Tilka Majhi, Rani Lakshmibai, Maharaj Shivaji, Tatya Tope, Madam Bhikaji Kama, and more.

    The show has been ideated by Contiloe Pictures’ Founder & CEO Abhimanyu Singh, who mainly produces Hindi-language television shows. His passion for storytelling kick-started two decades ago and has, over the years, created some stellar shows across genres including history, crime, horror, thriller, events, formats, comedies, animation, and mini-series, managing to constantly keep audiences engaged, ensuring they were interested in his style of storytelling and giving them enough reason to watch his shows. He has successfully made a place for himself in the media & entertainment industry and has received accolades for his work like “Mahayoddha Rama” & his debut digital franchise “State of Siege”. Deeply rooted in bringing out in-depth stories, he has successfully produced over 100 TV shows under his banner, including independent shows for Doordarshan, two feature films and two OTT projects so far and continues to focus on large productions.

    Contiloe has produced historical shows like Chakravartin Ashoka Samrat, Bharat Ka Veer Putra – Maharana Pratap, Taj 21 Sarfarosh – Saragarhi 1897, Ek Veer Stree ki Kahaani… Jhansi Ki Rani and mythological shows like Sankat Mochan Mahabali Hanumaan, Vighnaharta Ganesha, Yashomati Maiyya Ke Nandlala as well as digital series under his ‘State of Siege’ franchise, of which season three is in the making.

    In an exclusive conversation with Indiantelevision.com, Singh shared insights about his shows and deliberated views on the challenges, responses from the audiences and further talked about his upcoming shows at length.

    Edited Excerpts:

    On the response that Swaraj received from the audience

    Abhimanyu: So far, the audience response has been fantastic. People are aware of the invasions that occurred in India but they are unaware of the specifics. It’s both informative and fascinating for the audience to learn about how the western invasion of India began and how it all culminated with our Independence in 1947.

    On showcasing Swaraj on popular OTT platforms

    Abhimanyu: The government is already interested in showing it on over-the-top (OTT) platforms. Prasar Bharati has recently made a move to invite digital partners, which will help the show to reach a potential audience.

    On the making of the show

    Abhimanyu: The procedure began at the beginning of 2021. It’s a lengthy process from research and scripting to shooting. It’s been a year and a half, and I believe the project will continue for at least another year. Researching and producing 75 episodes for the audience is a time-consuming process.

    On the challenges of producing the show

    Abhimanyu: The biggest challenge is that we have to produce 75 different stories. It’s not just one story that I’ve been running for a year and a half; it’s 75 different stories. So, preparing, researching, casting, and creating the mood is extremely difficult. Without a doubt, Swaraj is one of the most difficult shows that we have worked on.

    It’s a responsibility and it’s a challenge, but we have a very strong, historical guidance, and a team of great researchers. You are telling 450 years of history. It spans across such a vast historical length. The enemies are constantly changing (From the 1st episode to the 75th episode, viewers will see freedom fighters fighting different characters), the invasions and heroes are constantly changing.

    There is a tonne of work to be done on a single episode, including casting, changing the looks, changing the costumes, and more. I believe that has been the most difficult aspect in terms of ensuring that sensitivities and sensibilities are taken care of.

    We have been doing history-based shows for 15 years, and we know what we should be careful of. The challenge emerges from the time period (historic) and the nature of the time more than anything else.

    On the show’s shooting & locations

    Abhimanyu: We are using various sets –  changing, retaining and repurposing all of them. Apart from that, we have shot in a variety of other locations as and when the need arose – whether it’s Delhi, Haryana and North East because the freedom struggle occurred throughout India, along with a lot of visual effects in various locations, and set extensions.

    On prime minister Narendra Modi’s views about the show

    Abhimanyu: To see the Prime Minister watching your episode is a very good experience. The Prime Minister, the Home Minister, the Information & Broadcasting Minister and the entire Council of Ministers were invited to watch the episode. It is only the beginning. This journey will continue for another year and a half. So I strive to create a show that makes a difference, a show that tells our story to our people and the rest of the world.

    On the launching of India@75

    Abhimanyu: More than strategically for me, it’s a very good gesture on the part of the Government. Making  such a good show, which educates people about our history and releasing it on the 75th celebration. After India has completed 75 years of independence, people are getting to know more about India and its freedom fights – the credit should be given to the Government.

    On dubbing of the show in nine different languages

    Abhimanyu: A lot of our content is being dubbed. Hanuman and Ganesha have both been dubbed in all of the southern languages, and they have done exceptionally well. Culturally, we are one. As far as our consumers are concerned, they are diverse. It’s one country. So, dubbing in various languages makes it easier for people to understand and helps us reach out to a wider audience. It’s not such a difficult task. We work with a lot of dubbing partners who are experts in their respective languages.

    On his views on TV vs OTT

    Abhimanyu: In my opinion, both will coexist but whether television will continue to exist in its current form is debatable. You have a younger audience that is not watching content on television sets. But your older audiences will continue to watch television on TV sets. However, television is now also being consumed as a ‘catch-up television’ on digital mobile phones.

    When I was doing Ashoka six-seven years ago, I noticed that many people were watching Ashoka on their mobile phones rather than on television. So, you saw the disruption in consumer behaviour 10 years ago, and obviously, that has changed and gotten faster with the pandemic and introduction of 4G, which increased it further, and with 5G especially, it will change once again.

    So, while there will undoubtedly be some disruption, television will continue to exist. But in what and in which form I don’t know; you may see television being consumed on mobile phones and iPads. There will be change but when that will occur, how quickly it will occur, or where that inflection point (a curve of viewership will change for TV) will occur,

    On the future shows

    Abhimanyu: We are in the third part of the State of Siege, it’s going to be better. It’s going to capture a fantastic anti-insurgency operation that happened recently. We’re also working on a rather big historical (untitled) in the digital space. We have focused on two things – like all storytellers, we’re working on a nice story. And then the whole idea is to create another one or two franchises in a year. So that we were making substantial content and ensuring that we kept the viewers entertained.

    So, we’ll be working on different aspects. One is obviously, in our digital space. Our sister company Illusion Reality Studioz has increased its footprint too, not only in visual effects and animation but also now lots of stuff that we’re doing in the meta space. It is something that is keeping us extremely busy. Learning a very new space really interests us as storytellers. We’re exploring how we can use the Metaverse as well for storytelling.

  • GUEST ARTICLE: How will metaverse shape the influencer and consumer engagement landscape

    GUEST ARTICLE: How will metaverse shape the influencer and consumer engagement landscape

    Mumbai: The internet is constantly evolving and has become more interactive. Soon, we will be able to experience it as a network of real-time virtual worlds. The metaverse is a three-dimensional virtual environment that allows your digital avatar to live, play, work, and socialise. It is a self-contained digital counterpart to the real world where you are engaged in your surroundings and experience and have access to various places, events, and activities while sitting in your living room.

    This next-generation version of the virtual space is a powerful tool. It offers excellent comfort, accessibility, interactions, and brand promotion opportunities, with user-generated content (UGC) playing an essential part in the form of text, images, audio, and videos. It will be a crucial building component for the metaverse in the coming years, providing uniqueness, credibility, and scalability.

    Brands and creators have acknowledged the first-mover advantage and are capitalising on consumer interest. As mega brands begin to leverage the metaverse, another trend that can stand to benefit is the realm of influencer marketing.

    Metaverse and influencer marketing

    Influencer marketing as a social media marketing tool emphasises product endorsements and recommendations from experienced influencers with a substantial social following. These influencers are highly regarded by their audience, and their product recommendations serve as social validation for brands’ prospective customers.

    Social media platforms have dramatically boosted the number of niche influencers and viewership in recent years. These creators have begun to engage with their audiences in new ways to widen the influencer-audience engagement time. They are eager to leverage the metaverse as a space to connect with a larger audience and provide a better consumer experience. Numerous opportunities exist for creators to collaborate and create engaging and multi-dimensional content to bond with their audience in the metaverse.

    Growth in virtual circles

    Social media platforms have significantly increased the number of influencers who interact with their audience. However, these interactions are frequently constrained to certain platform features.

    Metaverse can make the experience seamless and convenient for everyone. Creators can host virtual meetups and organise livestream sessions, fan fests, and other activities. Through metaverse, they can connect directly with their audiences’ digital avatars on the platform, garnering better engagement.

    Immersive influencer marketing

    The innovative use of technologies such as AR and VR expands the possibilities for generating immersive and engaging content while allowing creators to enter into new dimensions like the metaverse. For example, influencers in the music industry can stage virtual performances in the metaverse to attract viewers from all over the world, crossing all geographical boundaries.

    Similarly, artists can create and sell 3D art to display in virtual homes; fashion influencers can introduce their digital merchandise that their audience can purchase; and travel influencers can go on virtual world tours with their fans, making the experience more thrilling.

    The growing number of influencers has helped brands reach various demographics and engage with existing and potential consumers. Influencers can be present in more than one virtual space in the metaverse, which amplifies their reach. Brands can leverage this benefit to optimise their marketing strategies and interact with larger consumer segments.

    The future of influencer marketing

    Although celebrity influencers have pioneered influencer campaigns, micro influencers’ growth has expanded and will continue to strengthen business opportunities. Brands can easily connect with their consumers by leveraging a network of smaller influencers rather than investing in one or two big influencers.

    In addition, social media has witnessed an increase in AI influencers across sectors. Interestingly, brands have started creating virtual influencers, aka meta-influencers. This strategy enables brands to have ambassadors who can interact with consumers.

    In the coming years, AI influencers will coexist with their human counterparts in the metaverse, with brands having the power to control how they communicate their message and narrative.

    Way forward

    The metaverse is set to bring about profound changes in how we all live. It will alter our interaction with the physical world, from perception to content creation. There is an enormous potential for all creators to harness technology to create outstanding content in the metaverse and thrive in their domains. Content creators will play a critical role in the development of the metaverse, which will be pivotal to their success in the long term.

    The author of this article is AnyTag India Lead Shuchi Sethi.

  • Metaverse ecosystem opening up new influencer opportunities for brands, creators, & consumers: FleishmanHillard report

    Metaverse ecosystem opening up new influencer opportunities for brands, creators, & consumers: FleishmanHillard report

    Mumbai: FleishmanHillard and its research practice, True Global Intelligence, in partnership with Eleve Media, have released the ‘Web 3.0 Influencer and Intelligence Report 2022.’ It showcases the ways that conversation and influence are quickly changing in India around the rising evolution of the metasphere.

    Both the creator economy and the topics driving discussion of web 3.0 on social media have sharply increased over the past 12 months. The report research included a survey of over 500 influencers, content creators and select web 3.0 players from March through April 2022, in addition to the analysis of more than 12 months of social conversations. The research confirms the massive excitement around web 3.0, as well as specific areas of interest, including education, regulation and the need for re-imagined communities. 

    “Our report confirms the rapidly growing appetite for news and views about the metaverse and web 3.0-related trends. These advancements are already setting a precedent for brands and content creators who can design highly engaging and differentiated campaigns that leverage this advantage. We hope this report will increase our understanding of the subject and contribute toward the adoption of Web 3.0 in a meaningful way for brands and creators,” said FleishmanHillard India MD and partner Munavar Attari.

    The report also provides a detailed conversation analysis and an overview of the web 3.0 landscape in India.

    “Our research inspected the developments in the web 3.0 space over the past year and highlights just how dynamic the topic is, and how much open territory still exists for brand communications that satisfy this hunger. As brands adopt new technologies in web 3.0, understanding the velocity and direction of the current conversation can be valuable to start from a place of intelligence and understanding in India,” said FleishmanHillard TRUE Global Intelligence, managing director of APAC and global head of analytics Michael Rinaman.

    Major themes and findings are discussed in detail in the report, including how:

    •     The popularity of web 3.0 content reveals a dire need for a better understanding of the new generation of web technologies.
    •     The evolving landscape requires close attention to shifting conversations to understand emergent trends, nuances, and new risks.
    •     Most influencers want to create a community (web 3.0) over algorithms (web 2.0) in the metaverse.
    •     Influencers are on the lookout for next-gen tools to strengthen the creator economy.
    •     Creators and non-fungible tokens (NFTs) have paved the way for the metaverse to become an accelerated reality.
    •     Creators vote for Discord, virtual influencers, and social interactions as key web 3.0 tools.

    “Web 3.0 promises a more direct relationship between brands and consumers. And we would want brands to be equipped to experiment and explore web 3.0 platforms and opportunities. The ‘Web 3.0 Influencer & Intelligence Report 2022’ is a joint effort with FleishmanHillard in India to help brands strategically leverage this societal shift,” said Eleve Media CEO and founder Prince Khanna.

    From the web 3.0 Influencer and Intelligence Report 2022, the research from FleishmanHillard in India and Eleve demonstrates a sense of urgency that brands need to start to develop web 3.0 strategies now while there is still room for differentiation and partnership. As audiences become more familiar with web 3.0 topics such as NFTs, cryptocurrencies, blockchains, and tokens, there will be fewer opportunities to differentiate.

    Web 3.0 is set to change the influencer ecosystem and continue to drive conversation. In the report, brands can learn more about immediate opportunities to act – from embracing the key trio with creators (creation, consumption, and compensation) to crafting the right strategies and messaging to be considered relevant.

  • Metaverse is an incredible opportunity infront of marketers currently: Meta India marketing director Avinash Pant

    Metaverse is an incredible opportunity infront of marketers currently: Meta India marketing director Avinash Pant

    Mumbai: Things are moving towards an immersive connection, which is being powered by technology. One can share an incredible amount of information with an incredible frequency. The metaverse will change our conception of the world’s businesses, industries, brands, and creators. Some devices can help you get there, but more technology will come.

    At The Advertising Club’s third edition of D:CODE Meta India, marketing director Avinash Pant enlightened the audience about the evolution of social connections and the exponentially growing metaverse space, empowering meaningful experiences.

    He said, “Metaverse will take what we love about the internet today, which is about connecting with someone not present in the physical space, and take it to another new level. This is an incredible opportunity in front of marketers.”

    A “metaverse,” he added, is a set of interconnected digital experiences that are able to make you feel present. One can do this from any device, with anyone and anywhere. But the myth he burst is that it is a dystopian reality where people are engrossed in headsets and are completely removed from the real world. That is not the case.

    All technologies put together will make things real and present. There will be a virtual home or many homes. There will be many social experiences. One could work with colleagues in the metaverse. The metaverse does not have to be a representation in the virtual world of one’s physical world. It does not have to follow any of those rules of time, space, or physics. He continued, “The ability to create incredible experiences provides a fascinating opportunity in terms of creativity, storytelling, brand narrative, and commerce.”

    He expects avatars to be synonymous with our digital identity. One way to think about today is that the digital identity is the Instagram handle. Ten years ago, it was an email address. The expectation is that, in time, the avatar will become the digital identity. How do you make it lifelike and more representational? How can it help you present yourself in the digital world? These are things to be considered by digital marketers.

    Felt presence, he said, is one of the concepts of the metaverse. One can be with a friend at a concert through things like a hologram or VR. It will provide an incredible personal social feeling, but you can also share that experience. Even in a professional environment, you can do your dream job while sitting anywhere.

    He further noted that Meta has a workroom product. You feel present because you see someone’s body language, get an idea of their expressions, and how they react as well. The potential this has in commerce is huge. When a consumer can fully immerse himself in an experience, it becomes a powerful tool for a brand.

    But it’s not just about showing off a physical product. He explained that if consumers are living in that reality, then brands have to rethink the concept of who they are. What is the business the brand is in? There is much more significant potential. The metaverse is not predicated on 2D screens. A more immersive setup is possible.

    He gave the example of helping students understand concepts like the solar system better. Meta has done work with the CBSE in this regard regarding the curriculum. He feels that Meta has a fantastic foundation in terms of technology and the platforms that it has built. The work being done in communities, creators, and commerce puts it in a great position to leverage the metaverse. The idea of community itself is evolving. On the creator side, Meta is doing a lot of work to build the creator economy. Also, the idea of storytelling is evolving. People want to interact with content, play with it, not just consume it.

    He also gave the examples of Instagram Reels and AR. In terms of commerce, he said that there was a time when if one had to buy something, you would walk over to the market. Then you started searching online. Today, it has moved from search and buy to discover and buy. People discover brands and services on social media. This spells a massive opportunity when you connect the dots to the metaverse. As a brand, you have to think about it to power demand. Digital collectibles are being unlocked on Meta. All this is coming to bear at a super speed. The ecosystem will be revamped.

  • GUEST ARTICLE: Metaverse- A marketing trick or future of the internet

    GUEST ARTICLE: Metaverse- A marketing trick or future of the internet

    Mumbai: The metaverse is a concept of a persistent, online, 3D universe that combines multiple different virtual spaces. It is the intersection of virtual reality, augmented reality, and the world wide web. The 3D virtual reality ecosystem allows you to play games, create, explore, communicate, work, and socialise.

    From the advent of the internet in the 1990s to the web 3.0 wave, one of the most remarkable social developments is the confluence of real and digital worlds. The pandemic prompted brands to reach audiences worldwide using engaging ways that appeal to people while maintaining their authenticity, compelling the industry to resort to technology and tap into the metaverse.

    According to KPMG, by 2030, we may spend far more time in the metaverse than in the physical realm. People would use the metaverse’s virtual abilities to seek employment, generate an income, socialise with friends, shop, or even get married.

    Not just games but digital worlds

    The metaverse is so much more than solely a gaming environment; it’s a sci-fi vision come true. It is also not confined to tech giants; it’s open to creators from across industries. Established businesses are preparing for the virtual world. For instance, McDonald’s has applied for a trademark for a virtual fast-food restaurant and virtual goods and services. It will provide consumers another alternative to ordering food online and getting it delivered to their homes. Surely, creativity will drive the economy as experts from diverse professions integrate their expertise.

    The progression of the metaverse economic system will have a direct financial impact on the real-world balance sheets of entities. Which is why brands have started to employ creative marketing tactics to penetrate the metaverse and cash in on that early mover advantage. The metaverse is likely to transform the brand marketing paradigm as marketers will be able to engage consumers in immersive new ways while simultaneously working on developments and innovations to propel them forward with a seamless user experience.

    Additionally, metaverse allows employees’ digital avatars to enter and exit virtual workplaces and conference spaces in real-time. They can use their avatar to deliver live presentations, unwind with colleagues in a networking area, and perform any task with the ease of sitting at their desk.

    Marketing in metaverse

    With the rise of the internet, social media marketing has become essential to driving traffic and revenue for small and large businesses. Brands are shifting their digital marketing approach towards the metaverse to remain relevant, particularly to millennial and Gen Z audiences. They are the most fervent adopters of the metaverse. More importantly, metaverse platforms offer far more immersive and engaging experiences in comparison to traditional social media platforms. Some brands have even experimented with real-time monitoring of their brand visibility and engagement across many virtual platforms. It enables marketers to analyse data such as how long users hold digital products, how long they have users’ attention, and where users gaze while viewing advertisements.

    High-end fashion brands such as Gucci, Nike, and others are vying to “get there first,” putting their advertisements in front of a massive audience in innovative and engaging ways.

    Future of metaverse

    The future of the metaverse could be similar to our present world in many ways and may even replace some real-world activities, or it could almost overshadow our present world in a Ready Player One-esque future. The future trends are looking at the world through AR/VR devices and using immersive technology. Early adopters will have a huge advantage, making it essential for businesses to begin researching and experimenting as the pace of change accelerates.

    The metaverse is still at a nascent stage, and everyone is experimenting to see if they can see success stories as they explore, interact, and try out new marketing tactics. There are a few measures that brands may take to gain an edge by creating virtual experiences, offering in-world purchases, organising virtual events, exploring NFTs, streamlining social media marketing, developing a metaverse marketing strategy, and so on. More brands view the metaverse as a probability to interact with audiences in ways that are beyond their imagination and deliver new and unique brand experiences.

    The author of this article is Blink Digital director of technology Amer Ahmad.

  • boAt and Digitas India announces K-Pop concert ‘FloAtverse’ in the Metaverse

    boAt and Digitas India announces K-Pop concert ‘FloAtverse’ in the Metaverse

    Mumbai: In association with Digitas India, boAt announced the launch of India’s first K-Pop concert in the metaverse—”FloAtverse.”

    FloAtverse tapped into Gen Z’s obsessive passion for K-culture in India, which also boasts one of the world’s largest fanbases. The concert was headlined by upcoming K-Pop idol, Priyanka Mazumdar, and included a performance of “Rock with boAt”—a song created exclusively for boAtheads. The metaverse experience was opened by actor Rashmika Mandanna and hosted by internet sensation and K-Pop fanatic Radhika Bangia. Users were also given an opportunity to participate in several experiences to win exclusive discounts as well as a chance to fly to Seoul, South Korea.

    boAt’s FloAtverse K-Pop craze painted the town purple, from Instagram, Snapchat and YouTube to prime OOH venues and tickets on BookMyShow.

    Speaking on the initiative, boAt CMO and co-founder Aman Gupta commented, “boAt has always pioneered live experiences for a younger generation and we have continued to do so by organising India’s first K-Pop concert in the metaverse. Contrary to popular belief, the metaverse can be experienced with just a smartphone and an internet connection, rather than a VR headset. Through “FloAtverse,” we created an experience that combines the cultural trend of K-pop with the latest marketing technology. I learned that K-Pop has a massive following in India through this initiative.”

    Talking about boAt’s foray into the virtual world, Digitas India CCO Abraham Varughese added, “We didn’t want to just dip our toes into something new because everyone was doing it. “FloAtverse” was designed to be uncompromisingly relevant and give fans a compelling reason to interact with their favourite artists and their content in an alternate world. Ultimately, it delivered more than fleeting curiosity.”

  • Govt’s Digital India Act to monitor OTT, social media & metaverse

    Govt’s Digital India Act to monitor OTT, social media & metaverse

    Mumbai: The Digital India Act (DIA), India’s upcoming digital regulatory framework, will have jurisdiction over OTT and social media platforms like Twitter, Facebook, and the Metaverse, according to media reports.

    Any violations of content guidelines by OTT platforms such as Netflix and Amazon Prime, such as spreading misinformation or inciting violence, will be monitored by the DIA.

     

     

    The ministry of electronics and IT (MeitY) is working to replace the existing IT Act 2000 by the winter session of parliament. MeitY is rushing to finish the legislation by the deadline, which will include specific rules for women’s and children’s online safety.

    The Digital India Act will cover social media, OTT platforms, and online apps, as well as web3 applications such as the metaverse and blockchain.

    It was previously reported that the proposed Digital India Act would oversee laws dealing with cybercrime and e-commerce, but new reports indicate that the government has broadened the scope of the DIA.

    In order to create the Digital India Act, the regulators have studied similar internet laws from other countries, including the General Data Protection Regulation (GDPR) in Europe and laws in Singapore and Australia.

    The government has also formed a special committee to review the rules from a technological and legal perspective.

    The government will have the ability to request that OTT platforms remove content that transgresses the aforementioned rules, with the DIA serving as the highest authority in this regard.

  • SETVI signs virtual influencer Polar exclusively in India

    SETVI signs virtual influencer Polar exclusively in India

    Mumbai: Talent and metaverse consulting Sony Entertainment Talent Ventures India (SETVI) has signed international virtual talent and celebrated popstar Polar exclusively in India.

    SETVI will represent Polar for all metaverse and web3 opportunities worldwide.

    Created by Anastasiia Vinogradova, producer at Soul Publishing, Polar is a 16-year-old virtual influencer, or V-influencer, who is known for her striking turquoise hair, unique TikTok moves and a mesmerising voice. She hides her real identity on stage behind a unique mask and wants to take her place on the musical Olympus along with other platinum artists like Ariana Grande, Marshmello, and Olivia Rodrigo.

    A virtual influencer is a digital character that is created using cutting-edge technology. This character is then given a personality and will at all times act on social media platforms as if he/she is an influencer.

    SETVI would help Polar unleash different marketing and promotional potential across leading brands. She can be leveraged as an ambassador for digital films, promotional v-fluencer for different Marvel movies, creating covers of the latest Indian regional songs, participating in social media #ReelChallenges, being a part of the virtual fashion shows, events in the metaverse, and the list is endless. To that end, SETVI is also planning to launch a virtual concert with Polar to give an exclusive sneak peak to its audience into this metaverse world.

    As an emerging artist, Polar releases original music and covers of popular songs such as “Bad Guy” by Billie Eilish and many more. In terms of her originals, she has recently released “Redhead Girl” and “Euphoria”, an electronic high-energy track which follows the huge success of her first three singles; “Close To You,” “Boom Ballon” and an electro-pop cover of Leonard Cohen’s “Hallelujah”. She is soon going to launch her upcoming human and virtual human collaborations with Rasster, a well-known platinum musician.

    Soul Publishing producer Anastasiia Vinogradova commented, “We were ecstatic when SETVI came to collaborate and represent Polar. The virtual artist was just an initial thought, and now when I see her gaining fame and recognition all across the world and now in India, she is nothing less than a dream come true. SETVI is India’s first ever talent-metaverse advisory company, and being the best in this business, we couldn’t have trusted anyone else.”

    SETVI CEO Vijay Singh said, “Polar is going to upscale the virtual artists’ space by leaps and bounds, and holding the baton of familiarising the audience with the metaverse, we had to hop onto it. Soul Publishing is an award-winning global digital studio and our exclusive partner for India, that is known to produce the best-in-class entertaining and organic content for its audience. Polar would be a pathbreaking intervention which would give a broader spectrum of experimentation in Web 3 and metaverse opportunities as marketing solutions to many leading brands in the country.”

    Polar’s popularity has raised the bar for all human artists; she is on her way to one million Spotify followers and has over 6,00,000 YouTube subscribers.The meta space for artists doesn’t only have Polar, but many other artists like Lu Do Magalu (Brazil), Barbie, Knox Frost (a male influencer from Atlanta), Anna Cattish (Russian animator and illustrator) and many more.

  • PVR celebrates 25 years with a variety of initiatives

    PVR celebrates 25 years with a variety of initiatives

    Mumbai: Multiplex operator PVR has completed 25 years in the country. To commemorate this milestone, the brand has rolled out a multi-media campaign with a film “Iss Andhere mein bahut Roshni hai” (There is light in this darkness) featuring Bollywood actor Aamir Khan. It has unveiled PVR’s 25th anniversary logo, along with PVR’s first NFT coin and an iconic ticket. PVR is also celebrating the occasion with contests.

    The concept for the Khan film was derived from a consumer insight and the poem was written by Vineet KKN Panchhi, which was further evolved for the film. The film idea comes from the insight of all the emotions and experiences the audience goes through – the magic of movies, the bonding and escaping to a fantasy world when the lights go down. The film is a play of light and darkness, taking the viewer on a journey that is brought to life inside our cinemas, as that’s the only place where darkness plays that role. It reinforces the promise of “more magic,” “more memories,” “more adventures” and “more happiness” to moviegoers to remain relevant, both as a category as well as a brand.

    PVR chairman and managing director Ajay Bijli said, “We take immense pride and feel extremely joyous on completing the 25-year milestone in India. The entertainment industry, the viewership patterns, as well as the audience have evolved over the years, and PVR has been able to live up to their expectations. As we continue to meaningfully engage consumers as well as introduce them to newer cinematic experiences, our focus will remain on bringing winning stories to the screen and adding joy and comfort to the life of our stakeholders.’’

    PVR added that it was founded back in 1997 with one sole motive: to completely revolutionise the cinema experience for Indian audiences. Over the past 25 years, it has introduced the latest cinematic formats from across the world to the Indian audience. The brand has evolved with changing times with cutting edge technology through extra-large screens, Laser Projection Systems, and immersive sound to bring alive every little detail of the movie. Seats being pivotal to delivering the ultimate sensorial cinema experience, PVR has ensured an experience that befits a king. It has reimagined a cinema F&B offering curated by its chefs with concepts customised to cater to varied preferences and choices for its discerning customers. Through, PVR Privilege, India’s leading entertainment loyalty programme, it strives to deliver to its customers an experience which is specific to their consumption behavior.

    PVR CEO Gautam Dutta commented, ‘’It’s been an eventful and phenomenal journey for PVR over the last 25 years and we are extremely excited and humbled as we celebrate this milestone. We would like to extend our gratitude to all our associates, partners, and especially movie enthusiasts, who have continued to have faith in us over these years. The enduring customer loyalty as well as enhanced brand recall and perception associated with our brand is an outcome of our customer obsession. Innovation has been our cornerstone to building a more delightful, cinematic atmosphere and delivering an exceptional experience to our patrons.’

    “Of course, we couldn’t have achieved any of it without the hard work of our employees and the perseverance of our business partners, who are resolutely committed to building our brand and helping us redefine the entertainment experience all over the country.”

    To commemorate its 25-year journey in India, PVR Cinemas has introduced a series of contests and offers to entice audiences and movie lovers across the country:

    Short film contest: Participants need to make a two-minute film on the theme, “Iss Andhere mein bahut Roshni hai.” Content creators and independent film makers of the best entries judged by film critics will be able to showcase their creations on the big screens of PVR.

    Social media engagements ‘filmy wishes contest’: Participants can use their favourite movie dialogues or song lyrics to create reels or stories and post them, tagging our official Instagram handle. The lucky 25 will get a chance to win free movie tickets for the entire year, invites to premieres, star meet and greets, and more.

    #25yearsofPVR Instagram filter challenge: Every year of PVR’s existence, one iconic movie will appear as gibberish, and participants will have to guess which one it is. PVR will randomly gratify 25 participants who have answered correctly with exclusive merchandise.

    Guest and privilege member offers:  As a part of the 25th anniversary celebration, all guests who visit PVR in the celebration week get 25 per cent off on any of its food combos and unlimited Pepsi.

    Earn 25 per cent points: During the celebration week, PVR privilege members can earn 25 per cent points instead of the usual five per cent earnings.

    NFT collection: PVR also brings its heritage to life in the metaverse. Special edition NFT coins and tickets capture the story of its brand and its most iconic moment. To make it even more special, it is giving away movie vouchers and a chance to contribute towards its social cause.

  • 63% surveyed more likely to buy from brands that made inclusive efforts: Wunderman Thompson global report

    63% surveyed more likely to buy from brands that made inclusive efforts: Wunderman Thompson global report

    Mumbai: Wunderman Thompson launches ‘Inclusion’s Next Wave,’ a global trends report outlining the driving forces behind the next wave of inclusion. The report reveals the powerful role brands can play by putting inclusion at the heart of their business, in storytelling, design, and in the workplace, creating authenticity and reflecting life as it is lived. Through extensive research, Wunderman Thompson Intelligence has identified key trends in inclusion that are on the rise and 10 actions authentically inclusive brands and businesses can take from the office to the Metaverse to show up for their audiences.

    82 per cent of the study’s respondents feel that actions on inclusion and equality should be integrated throughout the entire business, with 63 per cent more likely to buy from brands that made more effort to represent people like them. Customers will reward brands that deliver on inclusion, with 66 per cent of people agreeing that they are more inclined to buy from companies who speak out on issues of equality and inclusion, and 60 per cent of people agreeing that brands who do not deliver on inclusion will become irrelevant.

    Wunderman Thompson also studied representation in media such as TV and film. Of the groups that feel most underrepresented, 46 per cent of neurodiverse respondents say there aren’t enough characters depicted on screen that share their traits, followed by 45 per cent of disabled people; 42 per cent of people with mental health issues; 35 per cent of LGBTQ+ and 35 per cent of people aged 60 and over; and 32 per cent of underrepresented racial groups.

    The study also brings to light issues that are rising in a rapidly changing era, such as how brands must now pivot to ensure that they are building safe, accessible, inclusive, and democratic digital spaces (82 per cent of those who have heard of the metaverse believe that companies should make special efforts to ensure digital worlds are accessible to everyone). On the other hand, 83 per cent agree that brands should not use digital spaces as an excuse to avoid providing accessible spaces in the real world.

    Wunderman Thompson Intelligence global director, ‘Inclusion’s Next Wave’ editor-in-chief Marie Stafford said, “Businesses and brands will not hit the mark if they don’t hire, collaborate with, and support marginalised groups. Recent events have intensified existing inequalities, and the global conversation is gaining momentum, but this new research shows just how much consumers want to see more inclusive actions from brands. They have a powerful role to play in building a truly inclusive world, and those who take this into consideration can deliver authenticity and better reflect the real world, and in turn, reap the rewards of doing so.”

    Key trends in inclusion that are on the rise:

    • Intersectional storytelling: Diversity both on-screen and behind the camera is shaping a new era of inclusive storytelling.

    • Inclusivepreneurs: Entrepreneurs from underserved communities are innovating for themselves

    • Mass inclusive design: Accessible products and services are hitting the mainstream as brands target mass distribution. 

    • Meta-inclusion: As we build new virtual worlds, brands have an unprecedented opportunity to build in inclusion, accessibility, and equity from the start.

    • Revolutionary rest: Exhausted from constantly fighting their corner, marginalised communities are giving themselves permission to focus on rest.

    Wunderman Thompson global head inclusive design Josh Loebner commented, “Driven by a range of external factors, the next wave of inclusion is upon us. But the journey is just beginning, and there is a huge opportunity for brands to deliver better products, spaces, and experiences by putting inclusion at the heart of their business to ensure they stay relevant and capture both consumer attention and spending power.”

    Vignettes of companies breaking inclusion barriers appear throughout the study, from a lingerie brand that democratised desire among the disabled community and people over 50, movements shining a light on men’s mental health, and stories of digital sanctuaries for segments of inclusive communities to be themselves. It outlines rising trends in inclusion, how inclusion affects product development, workplace dynamics and the bottom line, and includes first person accounts of challenges and benefits from people with full spectrums of identities from around the world.