iWorld
Nextgen TV powered by ATSC 3.0 to be the focus for CES 2022
Mumbai: The Consumer Electronics Show (CES) is all set to open in Las Vegas on 5 January with ATSC again taking exhibit space to showcase the expansion of next-generation TV by broadcasters and the growing list of consumer technology companies who are supporting the effort with integrated ATSC 3.0 receivers.
With the recent expansion of Nextgen TV service in Los Angeles, CA and Washington DC, the next-generation broadcasting now reaches nearly half of all American viewers, it said on Monday. Stations in 46 US markets now offer Nextgen TV powered by ATSC 3.0, and market-by-market service launches are expected to continue throughout 2022.
“With South Korea in its sixth year of ATSC 3.0 services, Jamaica launching commercial services in 2022 and other countries also considering the ATSC 3.0 broadcasting standard, next year is promising to carry forward the tremendous momentum of 2021,” said ATSC President Madeleine Noland. “We’re excited to carry that message to CES in Las Vegas, as the consumer technology industry gathers to mark new innovations for the coming year.”
Over 2200 exhibitors are confirmed to exhibit in person at CES 2022, which is set to begin on 5 January. According to organisers, in the last two weeks, 143 additional companies have signed up to exhibit in person. The event will also close one day early on January 7 in view of the current health protocols.
iWorld
Crocs India ropes in Rakesh Bedi for quirky new digital campaign
Veteran actor brings humour and nostalgia to brand’s latest ‘Crocshake’ film.
MUMBAI: Crocs has decided to shake things up quite literally by teaming up with veteran actor Rakesh Bedi for its latest digital campaign. The campaign, conceptualised by One Hand Clap, cleverly taps into the current wave of nostalgia and character-led content. It features Rakesh Bedi, who is currently enjoying renewed popularity after Dhurandhar, in a series of increasingly chaotic yet humorous everyday situations.
At the centre of the film is a simple handshake that spirals into a chain of unexpected twists, culminating in the fun “Crocshake.” The light-hearted narrative highlights how ordinary social moments can turn into memorable ones, perfectly aligning with Crocs’ brand ethos of individuality, comfort, and self-expression.
Crocs India country manager Manoj Juneja said the campaign reflects the brand’s desire to stay culturally relevant. “This collaboration with Rakesh Bedi blends humour, nostalgia, and contemporary trends to create content that entertains and sparks conversations,” he noted.
Rakesh Bedi added, “What I loved about this campaign was how naturally the humour came through. It takes a simple, everyday situation and turns it into something completely unexpected. It’s always exciting to be part of something audiences can instantly connect with.”
The campaign builds on Crocs India’s ongoing strategy of creating relatable, digital-first storytelling that resonates with a wide audience while staying true to the brand’s playful personality.
In a crowded footwear market, Crocs continues to stand out by keeping things fun, comfortable, and conversation-worthy proving once again that sometimes all you need is a good shake (or Crocshake) to make your mark.
