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MSM launches multi-media marketing campaign to promote LIVSports.in
MUMBAI: Multi Screen Media (MSM) has launched an integrated marketing campaign for its newly launched digital sports entertainment brand – LIV Sports (www.LIVSports.in). The campaign aims at creating awareness about LIV Sports and positioning it as a premier action and entertainment packed digital sports entertainment destination, across youth-focused media and to highlight that the 2014 FIFA World Cup matches will be streamed on www.LIVSports.in.
The campaign has been derived on the basis of a consumer behavior study that reveals that today’s screen agnostic youth are riveted to multiple screens and devices all the time.
The marketing strategy is inspired by the well established truth that today’s youth, that is always glued to social media has acquired the personalised “Me, Myself and I” tag. Hence the campaign idea –‘I, Me and My LIVSports.in!’
LIV Sports has rolled out a 60-seconder Graffiti based TVC that emphasises on the brand’s unique selling points. Conceptualised by Havas Worldwide, the ads are extension to the key concept – ‘I, Me and My LIVSports.in!’
Sony Entertainment Network executive vice-president – new media, business development and digital/syndication Nitesh Kripalani said, “We have based our communications approach on several studies, that reflects that today’s tech savvy youth are always connected and spend most of their times on their smart phones, tablets and other screens, irrespective of where they are or whom they are with. Live sports is enjoyed together with friends, hence we have also included multiple engagements that will allow users to play/compete with their friends. We are excited about the campaign; the on-ground execution will target specific product features and enable maximum outreach.”
The brand building campaign is currently running on the MSM Network channels and will be activated across multiple youth-focused media avenues including on-air, outdoor, radio, in-cinema advertising, digital marketing, social media and BTL activities.
“The look and feel of the commercials has been specially crafted in a way that appeals to the youth, right from the graffiti art to the jingle,” added Kripalani.
The campaign leverages LIV Sports key offering to its consumers – making available quality content that is mass inclusive and not designed to cater only to ardent sports fans. The digital destination will showcase live and video-on-demand sports content, rich and informative world-class sporting data and analytics in a fun, engaging and entertaining way through games like ‘Mohit Bana Messi – Jerseyfy Me’ and ‘Pehchaan Kaun.’
Grey Digital has created the interface for the portal as well the accompanying mobile and tablet app.
“Given that most of the youth today are obsessed with their smartphones and tablets, they have all acquired the ‘Me, Myself and I’ tag. We tapped into this with a simple premise – if you are going to spend that much time on your devices, there’s no better way to enjoy watching sports and entertainment than LIVSports.in. It’s packed in so many unique features you’ll always want to spend time on it,” said Havas Worldwide executive creative director Vivek Rao explaining the creative strategy behind the campaign.
“The graffiti art is a funky visual style to depict the various features and demonstrate what you could spend your time on,” he added.
Havas Worldwide president- west and south Shavon Barua commented, “The campaign speaks to today’s ‘screenagers’; the screen agnostic youth of India who keep switching between multiple screens at ease. Since this is a launch campaign, our approach is to highlight the unique features of LIVSports.in in a creative style that the ‘screenagers’ will identify with. The premise of our story-telling expresses how LIV Sports brings the ‘screenager’s’ screen to life touching upon the aspects of engagement, personalisation and Sports-Entertainment!”
The digital surround for LIVSports is handled by Grey Digital. “LIVSports.in is not meant for just avid sport buffs, but also those who look at sports as a means of entertainment. The fun engagements on the portal will pique their imagination. The campaign will be promoted through select display and sustained use of social channels,” concluded Grey Digital senior vice-president and head Sudhir Nair.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
