ITV

Tag: revolution

  • GUEST COLUMN: Spinning the Web 3.0 around communications and PR

    GUEST COLUMN: Spinning the Web 3.0 around communications and PR

    Mumbai: Web 3.0 has indeed taken the internet world by storm. With Facebook heavily investing in metaverse to break barriers and converge online and offline environments, it is set to redefine the way we communicate and interact in the virtual world. Virtual, instead of being separate from the physical world, will penetrate into every aspect of our daily lives with the amalgam of physical and digital data. Web 3.0, also known as the spatial web, will blur the boundaries between digital and physical worlds and this sure will tremendously influence brands’ communication and public relations (PR) efforts in the future.

    Starting with Web 1.0 till the advent of Web 3.0, the communication industry has evolved and adapted to changes. But what exactly would be the impact on the communication industry and how can the industry capitalise on new technologies to fine-tune its strategies? Let’s dive a little deeper and understand how communication strategies will shape up in the future and what PR companies can do to stay relevant and optimise their efforts in this era.

    A rise in NFT-compatible PR campaigns

    An NFT (non-fungible token) strategy is a must in the Web 3.0 era to help brands stay ahead of the competition. Powered by blockchain technology, PR companies can leverage NFTs to create new experiences for customers. NFTs facilitate immersive experiences. It is a unique digital asset that cannot be replicated and PR companies will need to shift their focus on launching NFT campaigns for brands to create exclusivity for customers. NFT campaigns can be a doorway for customers to access exclusive events, gain early access to content, or even discounts and special offers.

    Focus on content that appeals to multiple personas

    Web 3.0 takes hyper-personalisation to a whole new level. Going forward, PR and communication efforts by brands would be centered on creating content that appeals to multiple personas. There will be a shift towards bite-sized articles; but at the same time these will have enough depth to appeal to the preferences of multiple audiences. That means PR companies will now have to create content that is angled differently for different audiences to provide true value and establish thought leadership.

    Customer experience will gain more prominence

    While customer experiences have always been important, the advent of Web 3.0 has increased consumer expectations resulting in a greater focus on crafting memorable experiences. PR and communication experts must help brands adopt a more holistic approach towards metaverse. Audiences now expect virtual events that offer a more immersive experience and PR companies would need to conduct virtual events with the same efficiency as they would conduct real events. PR and communication strategies will evolve to become more nuanced, helping brands provide audiences with the ability to participate and even become selective with the content they want to engage.

    Transparency and privacy will become more important than before

    With concerns looming over data privacy and transparency of data usage, Web 3.0 will see brands channeling their efforts to reinforce user privacy. It also calls for a decentralised structure which means individuals have complete control over their data and can exchange value without getting any intermediaries involved. What does this mean for the PR industry? Well, brands can derive insights from user data with AI and PR companies would need to adjust their strategies to have a more targeted approach. As cookies are slowly being eliminated, PR companies can provide solutions to secure first-party consumer data for brands.

    Blockchain will facilitate precise assessment of campaign results

    Web 3.0 has led to the rise of encrypted identities which means fake traffic from bots can be easily weeded out. This is critical to measure the actual reach of content published. PR companies can capitalise on blockchain technology to measure the actual impact and calculate ROI. Since brands are relatively new to the benefits of blockchain, PR companies can help them leverage the technology to transfer information securely, protect copyrights and create a safe space which is important for companies in fiercely competitive markets. As blockchain technology will help verify the authenticity of content, PR companies will have to be extremely careful with their content creation process. At the same time, brands creating authentic content will gain better reach without the risk of getting lost amidst a clutter of fake stories.

    Web 3.0 has huge implications for the communication industry. While it has already influenced our lives in big ways, we can expect it to further obliterate the boundaries between physical and virtual worlds and open endless possibilities for consumer-brand interactions. The longer it takes for brands and PR organisations to adapt themselves to spatial web technology, the sooner they will lose relevance in this dynamic landscape. Web 3.0 isn’t just a buzzword; it’s a new reality and is here to stay. PR companies adopting these technologies can help their clients achieve the first-mover advantage. 

    (About the author – Anindita Gupta is Scenic Communication co-founder)

  • ‘Miss South Pacific: Beauty and the Sea’ to open Mokpo Ocean Film Fest

    ‘Miss South Pacific: Beauty and the Sea’ to open Mokpo Ocean Film Fest

    NEW DELHI: An American made documentary by Mary Lambert, Miss South Pacific: Beauty and the Sea will open the first edition of the aquatic-themed Mokpo Ocean Film Festival in South Korea.

     

    A total of 29 ocean-themed features and short films will be screened at the Festival to be held for four days from 31 July to 3 August in the coastal city of Mokpo. Festival organisers say it will be Asia’s first ocean-themed film festival although similar festivals take place in San Francisco, Hawaii, Vancouver and South Africa.

     

    Festival co-director Yoo In-taek said such an event would help develop awareness of maritime affairs. “Mokpo is a working port city, not a holiday resort for the privileged. We feel proud and honoured to be hosting such an event where people make their living directly from the sea,” said In-taek, who is also a renowned film producer.

     

    South Korea has seen a surge of film festival launches in the past few years. A mountain-themed film fest is tentatively scheduled to debut in Ulju in summer 2015.

     

    Late last month, Revolution – a true-life adventure of filmmaker Rob Stewart – had won the top award at the 40Fathoms Film Festival which is a cinematic celebration of Earth’s Oceans.

     

    Using the power of film and imagery, 40Fathoms Film Festival raises public awareness about issues facing the oceans today and provides people with the tools to make a difference. 

     

    The 40Fathoms Film Festival was conceived by the South African Shark Conservancy (SASC) to celebrate World Oceans Day. It showcases underwater filmmaking talent and emphasises marine conservation concerns and success stories on a regional and global scale. 40Fathoms was held at Hermanus in South Africa – a historic coastal village just 1.5 hours from Cape Town.   

  • ‘Revolution’ wins top award at annual 40Fathoms Festival

    ‘Revolution’ wins top award at annual 40Fathoms Festival

    NEW DELHI: ‘Revolution’, a true-life adventure of filmmaker Rob Stewart has won the top award at the 40Fathoms Film Festival which is a cinematic celebration of Earth’s Oceans.

    Using the power of film and imagery, 40Fathoms Film Festival raises public awareness about issues facing the oceans today and provides people with the tools to make a difference. 

    The 40Fathoms Film Festival was conceived by the South African Shark Conservancy (SASC) to celebrate World Oceans Day. It showcases underwater filmmaking talent and emphasises marine conservation concerns and success stories on a regional and global scale. 40Fathoms was held at Hermanus in South Africa – a historic coastal village just 1.5 hours from Cape Town.  

     

    ‘Revolution’ is a follow-up to Stewart’s acclaimed Sharkwater (36 festival wins) and continues his remarkable journey; one that will take him through 15 countries over four years, and where he will discover that it is not only sharks that are in grave danger – it is humanity itself.

     

    In an effort to uncover the truth and find the secret to saving the ecosystems we depend on for survival, Stewart embarks on a life-threatening adventure. From the coral reefs in Papua New Guinea and deforestation in Madagascar to the largest and most destructive environmental project in history in Alberta, Canada, he reveals that all of our actions are interconnected and that environmental degradation, species loss, ocean acidification, pollution and food/water scarcity are reducing the Earth’s ability to house humans.

     

    Travelling the globe to meet with the dedicated individuals and organisations working on a solution, Stewart finds encouragement and hope, pointing to the revolutions of the past and how we’ve evolved and changed our course in times of necessity. If people were informed about what was really going on, they would fight for their future – and the future of other generations. From the evolution of our species to the revolution to save it, Stewart and his team take viewers on a groundbreaking mission into the greatest war ever waged. Startling, beautiful, and provocative, 

     

    ‘Revolution’ inspires audiences from across the globe to start a revolution and change the world forever. The film has been produced, directed and photographed by Rob Stewart himself.

     

     

  • Vodafone and Rockstand join hands to create a new digital reading revolution in India

    Vodafone and Rockstand join hands to create a new digital reading revolution in India

    MUMBAI: Vodafone, one of India’s leading telecommunications services provider, has announced its tie-up with Rockstand, one of India’s leading eBook and eMagazine application.

    This tie-up heralds a new chapter in the digital reading industry of the country. With this development, Rockstand has become the first eBook and eMagazine application that would include easy payment through Vodafone and thus reaching out to millions of users across the country.

    On the association, Rockstand Digital CEO Praveen Rajpal exclaimed, “Rockstand’s tie-up with Vodafone will further strengthen our relationship with them as well as with our users. We are receiving wonderful reviews for our application and recently we have crossed a mark of 50,000 downloads, which shows the growing popularity of digital reading in India. With Vodafone’s support, we will be reaching to urban as well as rural areas of the country on a strong network. We are sure this association will bear rich dividends for both Vodafone & Rockstand”

    There will be exclusive subscription option for Vodafone users where they can purchase books and magazines at Rs 7 per day.

    Apart from this Vodafone users will also have access to choose from the gamut of books and magazines of their choices, with just a click of a button from Rockstand – eBook/eMagazine collection like regional content, lifestyle, entertainment, computer, children magazine, computer books, celeb magazines and many more categories.

  • The ‘Rang De Basanti’ marketing revolution

    The ‘Rang De Basanti’ marketing revolution

    Mumbai, 15th Feb, 06: The terms ‘out of the box’ and ‘innovative’ are bandied around quite a bit in the world of marketing. But here’s a campaign that truly embodies those claims!

     

    RANG DE BASANTI, the Aamir Khan starrer, produced by UTV Motion Pictures and Rakeysh Omprakash Mehra Pictures, has launched a series of unique marketing initiatives and tie-ups in the run-up to its January 26th release.

     

    The tagline of RDB is ‘a generation awakens’, and the entire marketing focus went into ensuring that every piece of communication reflected this theme. From the use of the graffiti wall in the publicity designs reflecting youth, attitude and rebellion; to ensuring a seamless personality fit with the brands associated with the film, the aim was to stay true to the core values of the movie.

     

    Thus followed a series of partnerships that reflect a turning point in brand-movie alliances in India:

    The RANG DE BASANTI SPECIAL EDITION BOTTLES FROM COCA-COLA- For the very first time in the history of Indian Movie Marketing, the Most-Recognized Consumer Brand in the World has launched a special edition bottle – inspired by the spirit of ‘Rang De Basanti’. The bottle is packaged with a wrap-around label featuring the key art of the film – a bunch of friends who decide to accept responsibility for change taking pride in their beliefs, thus propagating Coca-Cola’s key message – “Piyo sar utha ke”. The unique association has been extended across specially produced television commercials, print ads and radio spots. Truly a tie-up that both the film and the brand can boast of “sar utha ke”!

     

    The RANG DE BASANTI RANGE OF MERCHANDISE IN ASSOCIATION WITH PROVOGUE- Once again, a first-of-its-kind merchandising and licensing tie-up in Indian Movie Marketing, wherein the apparel brand Provogue has launched a whole new range of clothing inspired by ‘Rang De Basanti’. The merchandise gives audiences another ‘touch-feel’ opportunity to interact with the brand, with the clothing designs reflecting the tone, look and message of the film. ‘Rang De..-Provogue’ merchandise was launched with a star-studded fashion event in which the cast of the film (including Aamir Khan) walked the ramp showcasing the apparel, and vocalists from the film, including Daler Mehndi, performed to hits from the popular soundtrack of the movie. The event was broadcast in primetime on Zee TV, driving incredible reach and visibility for both RDB and Provogue. ‘Rang De..’ merchandise, which is now available at key Provogue outlets, was also promoted with full-page print ads across major cities.

     

    The RANG DE BASANTI-LG ASSOCIATION- ‘Rang De Basanti’ lends its colors and vibrancy to the new LGX mobile, specially designed for the new generation. LG has packed the phone with exclusive wallpapers and screensavers from the film. The handset celebrates the new generation, which ‘Rang De Basanti’ is all about. This association is being promoted aggressively across media including TV and Print, through an extensive campaign covering cities and towns across the country.

     

    The RANG DE PAATHSHAALA TOUR IN ASSOCIATION WITH AIRTEL-In an effort to reach out to Gen Next, the cast and crew of the film visited a Delhi campus to interact with the students, asking each one of them to “Express Yourself!” (the Airtel tagline). The student interactions involved a range of issues about the current state of the country and our youth – and it has been covered by NDTV to be aired in the week before the release.

     

    The RANG DE BASANTI AND BERGER PAINTS-Berger Paints celebrates the colours of ‘Rang De…’ with a multimedia campaign covering Television, Print and Outdoor.

     

    The RANG DE BASANTI and CLUB HP- Hindustan Petroleum has tied up with ‘Rang De…’ in a unique association which involves RDB branding at 200 key HP petrol stations across the country, including banners, hoardings and standees at prominent spots.

     

    Mr. Ronnie Screwvala, CEO, UTV says, “We have also tied up with media partners such as Radio Mirchi, MSN and Channel [V] to ensure a 360-degree surround impact with viewers for Rang De Basanti. Each of these partners comes on board with massive media support, which is a win-win for both parties.” He further said, “Even Ten Sports has been running the ‘Rang De…’ title track as its anthem during India-Pakistan matches!”

     

    It is estimated that this revolutionary movie campaign driven by UTV Motion Pictures, is valued at close to Rs. 10 crores of publicity for the film – a first in the history of Indian cinema!