iWorld
Multi-screen marketing drive to pick-up in 2014
BENGALURU: Video budgets will continue to shift from TV to multi-screen in 2014 predicts a Millward Brown report. Millward Brown helps clients grow strong brands.
Authored by Millward Brown experts from around the world, the report identifies the need for marketers to better understand consumer behaviour across devices and adjust their investment accordingly as the primary challenge for 2014.
“In 2014, we’ll see more marketers seeking to generate interaction between screens via interesting approaches such as TV ads with hashtags. However, the most successful marketers will build a cohesive, clear and consistent presence across screens and closely align advertising expenditure with the time their audience spends on each device,” said Duncan Southgate Global Brand Director for Digital, Millward Brown
Marketers will need more in-depth audience planning insights into when, where and how different consumers are using different devices in a year when content will simply be viewed on the most convenient screen. They will also need research tools that assess communications effectiveness across screens and help them understand the roles of different screens in the path to purchase.
Clarity and consistency of messaging across all devices and new marketing opportunities will be critical to success. With Millward Brown eye-tracking data for digital display ads suggesting that just one appealing visual is enough to attract attention and consumers focusing on a range of stimuli in quick succession, brands that adopt a more minimalist and to-the-point approach will achieve greater engagement.
Millward Brown anticipates significant changes in the media landscape around the world such as: (1) Video budgets will continue to shift from TV to multi-screen; (2) Mobile media spend will rise dramatically, especially among youth-targeted brands; (3) Brands will create more mobile-friendly and readily shareable content and many will experiment with micro-video platforms such as Vine; (4) The rise of screens in all aspects of our lives will encourage many marketers to attempt genuine marketing firsts via creative uses of digital outdoor or via the new possibilities presented by wearable screens such as smart watches and Google Glass.
iWorld
Subedaar puts Indian original cinema on the global map with record-breaking Prime Video debut
MUMBAI: Prime Video has a runaway hit on its hands. Subedaar, the gritty action drama starring Anil Kapoor, has stormed to become the most-watched Indian original movie on the platform in its opening weekend, cracking the Top 10 across 31 countries and landing in 91 per cent of India’s pin codes within days of its March 5 premiere.
The film, a visceral, emotionally-charged story of a retired soldier, Subedaar Arjun Maurya, wrestling with civilian life amid crime and corruption, has struck a nerve. Directed by Suresh Triveni and co-starring Radhikka Madan, Mona Singh, Saurabh Shukla, Aditya Rawal, Faisal Malik, and Khushboo Sundar, the film is already being hailed as a showcase for what Indian original storytelling can achieve on the world stage.
“Subedaar’s success is a reflection of the growing scale and global resonance of Indian storytelling,” said Nikhil Madhok, director and head of originals at Prime Video India. “The film’s emotional narrative, its rooted portrayal of a soldier confronting his toughest battles beyond the battlefield, has struck a chord. Anil Kapoor delivers an acting masterclass, while Suresh Triveni’s solid direction and great performances from the ensemble cast have resulted in love and appreciation from customers across the world.”
Kapoor, 62, has been here before, but rarely at this altitude. Written by Triveni and Prajwal Chandrashekar, with dialogues by Triveni, Saurabh Dwivedi, and Chandrashekar, the film is a production by Opening Image Films in association with Anil Kapoor Film & Communication Network (AKFCN), produced by Vikram Malhotra, Kapoor, and Triveni.
Subedaar streams exclusively on Prime Video in Hindi, Tamil, and Telugu across India, and in over 240 countries and territories worldwide.
For Prime Video, the numbers tell the real story: one weekend, one film, a global footprint, and a very loud signal that Indian original cinema is no longer just travelling well. It’s arriving.
