MAM
Channels back content with on-ground promotional events
MUMBAI: Out of sight is out of mind! Channels are stepping up ground promotions and conducting an increasing number of celebrity events revolving around their programmes. Creating good content is meaningless unless it is backed by on-ground and below-the-line promotions.
Zee TV is flying down several popular actors and actresses who work in TV serials such as Lipstick andKittie Partie to Ahmedabad for a Sansui Antakshari show. Sony and MAX had its brand ambassador Kapil Dev travelling to different parts of the country just prior to the cricket World Cup 2003 for itsGully Cricket promo. MAX also plans several promos for its Rolling Stones event in April 2003.
During the budget, news channels such as CNBC and Star News actually went out of their studios and held budget related events at several neutral venues. Over 350 enthusiasts turned up for the elimination rounds of the National Geographic’s Everest Se Takkar in Mumbai in February. Cartoon Network’s annual fare Toon Cricket with 30,000 plus attendees turned out to be a good example of pester power.
Football when cricket mania is at its peak! ESPN-Star Sports (ESS) initiative which reached its climax in February gave Mumbai kids the opportunity to mimic the likes of David Beckham and Michael Owen. St Francis School beat several other schools and reached its grand finale.
In all these cases, there was an attempt to ensure that the sponsors of the programmes get sufficient mileage.
Event management company DNA Networks is in charge of the Rolling Stones Licks tour of India while McDowells No. 1 is the presenting sponsor. UB group chairman Dr Vijay Mallya says, “Bringing the Rolling Stones to India goes one step further towards cementing McDowell’s No. 1’s position as a mega brand which brings to its consumers mega entertainment. The timeless act goes hand in hand with the style, panache and supremacy of our brand.”
Such cross promotional efforts seem to be a win-win situation for everyone including the channels, sponsors and the producers of the serials. In effect it also ensures that the channels and the programmes directly connect to the audiences. It also has a positive rub-off on the cable trade and neutralises aggressive postures, if any.
Zee TV president Apurva Purohit says: “Antakshari is one of the strongest properties on Zee TV which has broken all age and category barriers. After a successful decade, we decided to give the show a new look and a new sponsor too. Sansui had approached us a few months ago wanting to take the main title sponsorship and since our contract with HLL was over we decided to partner with Sansui for the new Antakshari.”
Electronics major Sansui launched an innovative marketing campaign revolving around the same. Customers of Sansui colour television sets are now entitled to a free auditon form for Antakshari.
Meanwhile, the NGC initiative cost Rs 110 million and is being undertaken in coordination with the Indian Army. It is the first time that such an activity is being captured on a TV camera from start to finish.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
