Meet Brothers, Kailash Kher, Papa CJ And Others Ensured The Show Did Go On At EEMA’s First Ever #StayAtHomeConcert

Mar 26 2020

 

 

The Covid-19 pandemic has taken a toll on the live events and experiential marketing industry in an unprecedented way, foretelling a severe threat to the $ 1 trillion dollar global events industry.

On March 22, the events and entertainment industry came together under the umbrella of EEMA (Event and Entertainment Association of India) to present one of India’s biggest online concerts that the country has ever witnessed, and to pay tribute to those working on the frontline in the battle to contain Covid 19!

50 artists across the length and breadth of India came together on social media platforms to urge the nation to stay at home during an online #StayAtHomeConcert, over Facebook and , Instagram to mark the Prime Minister’s call for a voluntary #Janatacurfew. Leading artists like Mohit Chauhan, Kailash Kher, Sukhbir, Meet Brothers, Amit Tandon, PapaCJ , Sonam Kalra,  and many more performed during this 9 hour concert which began at 2 PM and concluded with an online version of Sunburn.

Sanjoy Roy, President-EEMA said, “The entertainment industry is going through one of the worst crises ever faced in recent times. With projected losses of over 10,000 crores, which will affect 80% of MSME’s and may result on 40% of job losses, we are reaching out to the Government to help this sector and will continue to work collectively in the fight against the spread of Covid 19.”

 

According to Vipul Pandhi, Vice President North – EEMA, “We believe that in these challenging times for the nation, if we can come together and do what we are best at and make citizens aware of their duty to each other and to society it will be our contribution to the government and the country.”

Celebrities that participated in the concert showed their enthusiasm, singer Mohit Chauhan commented, “It was amazing to perform online and help in the fight against corona virus.” 

Sonam Kalra showed her support saying, “It’s a wonderful initiative to bring light, joy and healing to people in this situation of darkness, uncertainly and isolation. It is also a great way of building a community through music and providing an opportunity to artists to continue to perform.”

EEMA Plans to organize a series of such online concerts in the coming days beginning Wednesday 25th March from 5pm onwards to help the nation stay indoors while ensuring social distancing and supporting India’s medical workers in their fight against Covid 19. 

The association has requested the Government of India to provide relief to the events and entertainment sector by ensuring that all tax refunds due are made at the earliest. 

  • Central and State Governments should clear their outstanding’s payments from all contracts for the sector
  • MSME’s should be provided credit on accessible terms including to loss making companies with work orders in place
  • Moratorium of payback on loans and interest for a period of 9-12 months. 
  • Reduction of GST on entertainment and cultural events to 12%

 


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Digital

OnMobile Reports First Quarter Fiscal 2021 Results
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Knowledge Centre

OnMobile Reports First Quarter Fiscal 2021 Results
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Affle reports strong performance for Q1 FY2021
Aug 11 2020 By Admin
    Affle (India) Limited, a consumer intelligence driven global technology Company, today announced the results for the quarter ended June 30, 2020.     Q1 FY2021 Highlights (y-o-y):   Revenue from Operations of Rs. 89.8 crores, an increase of 20.4% y-o-y     EBITDA at Rs. 22.5 crores, an increase of 20.3% y-o-y   PAT at Rs. 18.8 crores, an increase of 42.3% y-o-y   PAT margin expansion by 2.7% y-o-y Q1 FY2021 Highlights (q-o-q):   Revenue up by 12.2% q-o-q     PAT up by 22.8% q-o-q   Affle reported a strong performance for Q1 FY2021 with a consolidated revenue from operations of Rs. 89.8 crores, an increase in revenue by 20.4% y-o-y. EBITDA was at Rs. 22.5 crores, an increase of 20.3% y-o-y. PAT increased by 42.3% y-o-y to Rs. 18.8 crores, and PAT margin stood at 20.4% for the quarter, an expansion of 2.7% from Q1 last year. This growth has been broad-based coming from both CPCU business and Non-CPCU business. The CPCU business continued its positive momentum delivering a total of 1.7 crore of converted users in Q1 FY2021. The top-10 industry verticals for the Company have been Covid-19 resilient, helping it register a robust growth in this quarter on both year-on-year basis and sequential basis (q-o-q). In Rs. Crore Q1 FY2021 Q1 FY2020 Y-o-Y Growth Revenue from Operations 89.8 74.6 20.4% EBITDA 22.5 18.7 20.3% Profit After Tax 18.8 13.2 42.3% % PAT Margin 20.4% 17.6%     Commenting on the results, Anuj Khanna Sohum, the Chairman, MD and CEO of Affle said: “08.08.20 is our 1st IPO anniversary since Affle competed its successful IPO in India. We achieved momentous progress in FY2020 and we would like to thank our shareholders for their continued trust in us. Our Affle2.0 strategic initiatives have strengthened the foundations for our long term sustainable growth. The resilient nature of our business enabled our continued growth trajectory in Q1 FY2021 with stronger demand in June from both India and International markets across industry verticals. The lockdowns have helped to accelerate the consumer adoption of mobile apps and online services in India and we are well-positioned to benefit from this trend. Affle remains committed to deliver new innovations and leverage capabilities to drive sustainable growth, while looking to invest in credible consolidation opportunities that shall enhance value for our stakeholders.”
Bata India’s Announces Q1 results, impacted due to lockdown
Aug 09 2020 By Admin
   Bata India – the country’s leading footwear brand – on Friday announced results for the quarter ended 30th June 2020. Revenue from operations for the quarter was Rs.1348 million (lower  by  85%  compared  to  the  corresponding  period  last  year  due  to  the  lockdown  in  April  &  May followed by a graded unlocking across the country). Consequently, the Company incurred a loss after tax of Rs.1,012 million as against profit after tax of Rs.1,006 million in the corresponding period last year.   Results in the first quarter of FY2020-21 were severely impacted because of disruptions caused by the ongoing COVID-19 pandemic.  The  Company  witnessed  a  gradual  improvement  in  business  once  the lockdown  was  lifted.  While  multiple  measures  taken  by  the  Company  for  customer  safety,  product availability   and   channel  expansion  have   helped   increase   sales,   the   prevailing   uncertainties   have dampened the consumer demand for discretionary spends. The Company is focusing on controlling its costs-related to retail stores, factories, rentals & operations and drive efficiencies in its value chain. The impact of cost saving exercise is visible in these results. Multiple work streams have been put into place to look at all cost-lines and come out of the pandemic fighting fit.   Sandeep  Kataria,  CEO  –  Bata  India  Limited,  stated: “It was  an  unprecedented quarter  in  Bata  India’s history.  During  the  quarter  we  had  low  sales  and  no  production  due  to  lockdown  mandated  by  the Government  due  to  the  pandemic.  Our  stores  started  opening  up  in  a  graded  fashion,  but  running operations was a challenge due to frequent lockdowns and restrictions mandated by local administration across the country. We re-started our operations keeping safety of our customers & employees in mind and in line with government and our global standards. The results have to be viewed in this context. The team has responded admirably by focusing on recovery of the business through agile portfolio expansion, scaling up our digital presence via bata.in & e-comm partners and introducing 2 new hyper-local channels Bata  Chat  Shop  for  shopping  over  WhatsApp  and  ‘Bata  Stores  on  Wheels’  mobile  kiosks  that  allow customers to shop at their doorstep. In addition, we have increased our focus on franchise store rollout and extending our reach to multi-brand outlets to get even closer to our customers. We are hopeful that the improvement in sale will continue and get a further boost with the festivities in the coming quarter.”   There is strong focus on cost saving across all cost lines including renegotiating lease rentals, controlling discretionary spends and improving productivity. We have used the past few months to recast our value chain and prepare the Company for the future ”   Other Key Highlights:   • Retail  stores  re-opening  efforts  included  a  safety  manual  and  SOP  translated  into  11  regional languages, a 20+ point checklist to ensure safety of customers and staff and equipping stores with sanitizers, gloves, masks, dispensers and quarantine boxes for shoes. •   E-commerce  channel strengthened:  bata.in now  delivers to more than 1,300 towns pan-India; 900+ stores connected in endless-aisle rollout to help drive any-store home delivery; scaling up B2B E-Comm sales and market-place presence across all major E-Comm partners •   Two new hyper-local channels launched: o Bata  ChatShop,  new  channel  launched–  allowing  customers  to  shop  remotely  from neighborhood stores by interacting with store managers via WhatsApp. This is helping Bata  in  reaching  out  to  its  core  customer  base,  attesting  to  the brand’s commitment in helping customers lead a relatively unrestricted life. o Bata  Store-on-Wheels,  new  channel  launched:  that  allows  customers  to  shop  at  their doorstep. The temporary stores are set-up in association with RWAs and condominiums, in  residential  localities,  offering  a  safe  and  convenient  shopping  experience  to  all customers  specially  children  and  elderly  who  have  restricted  movement  during  the pandemic. •   Agile-portfolio portfolio development & launch:  Curated collection of relevant portfolio: Fitness-at-home, Easy-wash, Work-from-Home, Power active-wear apparel   Personal Protective Gear (PPG) such as anti-viral face masks   •   Distribution channel ramped-up, now reaching 30,000 multi-brand outlets •   Franchise store rollout continues with a plan to open 500 by 2023 • Customer communication & experience included updating store operating timelines on Google store search, informing customers via Bata Club loyalty program, offering relevant promotions, sharing  fitness  content  to  keep  customers  healthy  during  pandemic,  digital  payment  partner offers & contactless shopping •   Factory operations re-started in July, keeping demand & current off-take in mind  
SVOD platforms experience massive growth. Consumption surge of 82 % in Urban India over the last one year: says Kantar’s ICUBETM 2019 report
Jul 30 2020 By Admin
      ‘Online video’ watching is no longer a young people phenomenon. The growth of online video users in urban India is highest among 45 and above years age group.   Online video consumption is driving internet adoption in small town. Users have grown significantly in smaller towns (40%) and online video is working as a stepping-stone for the new internet users.   Kantar, the world’s leading data, insights and consulting company, releases data on Online Video Consumption from its ICUBE report. The annual tracking study; considered to be the currency for digital adoption in the country, gauges the changing digital ecosystem in India, measuring Internet usage trends by demographic, activity and device segments.   Speaking about Online Video Consumption, Biswapriya Bhattacharjee, Executive Vice President, Insights Division, Kantar, said,” The one line verdict on Digital entertainment for the year is that of uninterrupted growth. There is good news, for both platforms and marketers.  The digital medium is way younger than its offline counter parts but we already see a very discerning audience base. The concept of specialization is already in place and the platform allows the content creators to bring out their creative best on this platform.”   Key findings:   Total online video users count rises to 294 Million in December 2019. Online video usership in urban India have grown by 25% over the last one year compared to 11% active internet user's growth.  Contrary to the popular myth - ‘Online video’ watch is no longer a young people phenomenon. The growth of online video users in urban India is highest among 45 and above years age group.  Not only the number of people watching videos has witnessed a surge, but they are doing it on a more frequent basis. 65% of online video watchers watch video online daily.  The proportion of 45 and above years age group people watching online video is higher among smaller cities than metros and large cities. The proportion of female online video viewers is higher than males among less than 15 years old age group. On-demand video content watchers are on the rise in Urban India. Affordable internet and a wide range of curated content, the on-demand video has seen significant growth over the last one year.  Music (47%), Movies (54%) are the two most-watched online video content in Urban India.   While SVOD content has witnessed a significant surge over the last one year with users growing to the tune of 82% over the last one year. AVOD has also marked growth in users (29%). The growth of Social media video users has been slower compared to AVOD or SVOD growth rate. There is an increase in the number of social media video viewers by 18%. The proportion of video users accessing social media video has dropped over the last one year The growth of SVOD is driven by smaller towns (less than 5 lakh population). SVOD users have witnessed a significant demographic change over the last one year. 37% of SVOD users now belongs to small towns compared to 10% of 2018.  SVOD users are more mature as the majority of them are already using both social media and AVOD content. 99% of the SVOD users watch either AVOD or Social media videos.  YouTube dominates on-demand video usage across genre, from music videos to news, except live sports- predominantly dominated by Hot star While SVOD has witnessed a huge surge in the last one year, AVOD will continue to be the most-watched video platform for foreseeable future due to its short format videos in comparison to long format videos of SVOD.  People watch AVOD content more frequently than SVOD content. But video watched on AVOD platforms is shorter than that of SVOD content. The majority of the AVOD content has a duration of fewer than 10 minutes whereas, the majority of the SVOD content has a duration of 15 minutes to up to one hour.

Agencies

Media Moments bags PR and Digital mandate for Bhartiya Urban, the Real Estate Vertical of Bhartiya Group
Aug 13 2020 By Admin
    Media Moments, a leading marketing communication consultancy that delivers integrated communication services to some of the best Indian and global companies, announced the appointment as the digital and media communications partner for the leading real estate conglomerate – Bhartiya Urban. The role of Media Moments will be to devise a strategic framework for Bhartiya Urban to strengthen its position as the leader in the real estate segment across the country. As a part of the mandate, the company will handle all activities for Bhartiya Urban on the digital and PR front including performance marketing, online reputation management, social media management, search engine optimization, and media planning and communications. This partnership between Media Moments and Bhartiya Urban is aimed at bolstering the latter by enhancing their presence across both online and offline media. Bhartiya Urban is the real estate vertical of the leading diversified groups in India, the Bhartiya Group. Headquartered in Bangalore, Bhartiya Urban offers a holistic living experience through a perfect amalgamation of residential, commercial, and institutional projects. Speaking about the strategic agreement, Mr. Sandeep Sreekumar, Managing Director, Media Moments said, “We are excited to have Bhartiya Urban on board with us. In Bhartiya Group, we are happy to find a partner who strives to implement insight-driven approach that can influence consumer behavior and drive change. Being a pioneer in the industry, the firm is already widely popular and we are looking forward to raising its profile even further by using our expertise. With our capabilities of delivering end-to-end solutions, we are aiming to build robust campaigns and media strategies for the brand to achieve path-breaking results that they aspire for.” Headquartered in Bangalore, Media Moments has been recognized as one of the leading communication agencies in India offering cutting-edge marketing and communication services to many new as well as established brands from different sectors not only in India but also in many other countries. Over the last 10 years, the agency has built a very strong expertise in integrated marketing. The portfolio already includes a host of premium/ luxury brands in the lifestyle/ FMCG/fashion/automobile/healthcare and start-up segment. Media Moments believes that a deep understanding of how to create and execute a hybrid communication plan on both offline and online that encompasses Creative/Social/PR /Digital/Offline media channels equips them to be a valued partner. They have successfully counselled brands like Aditya Birla Group, Sattva Salarpuria,  Himalaya Personal Care, Myntra, VLCC, Max Fashion, Reliance Trends, One Plus, Blackberrys Menswear, LOccitane, and TCL to name a few.
Nutrela unveiled follow up campaign of #DilKiBaat titled #AcchaKyaHua
Aug 11 2020 By Admin
   Nutrela Health, has recently unveiled a follow up to their campaign #DilKiBaat titled #AcchaKyaHua, in association with BC Web Wise. Like its predecessor, it aims  to  give a message to people on staying positive and spending quality time with family. While reinventing life has proved to be difficult for all of us, #AcckaKyaHua focuses on all the good things that happened because of the lockdown.   With the montage of shots and anecdotes from everyday life, the short film conveys the little good things that occurred, things that otherwise go unnoticed. The script conveys the message behind the campaign: the perfect time to help with household chores, to break old habits, to figure out how else once can contribute to the family, all the while celebrating the good things with Nutrela - #AcchaKyaHua.   The rising search for immunity boosters and the surge in looking for interesting recipes made us feel Nutrela was the perfect fit for the feel good lockdown stories. After all, food - especially healthy and delicious food - has always been a part of our lives: whether celebrating wins, overcoming failures or even beginning to count our blessings as the lockdown days begin to blur. At Nutrela, our motto is healthy rehna simple hai.   The motive behind the campaign is also to show people that there are two sides to every story. While the lockdown has been hard on everyone, and has created a lot of tension - the flipside is, it has given us more time at home, more time to understand what goes on at home. And truly understand the meaning of being together and what makes a house a home.   Darshan Panchal, General Manager, Nutrela stated “The purpose of ‘Accha Kya Hua’ is to encourage people to look into the seemingly unimportant household tasks. Such as knowing what groceries are purchased at home, and to encourage people to help out more at home, to understand what might help in boosting immunity. This is where we feel Nutrela has a part to play. While health and hygiene become an important part of our lives, Nutrela reminds you that life isn’t that complicated and staying healthy is simple.”   Chaaya Baradhwaaj, Founder and MD, BC Web Wise added, “The future looks uncertain and we need to do everything we can to embrace the new normal. This film wants to give people a sense of hope - and not everything is lost. Good things can still be found if we look for them.”   Urvi Gogri, Regional Manager Client Servicing added, “Our team went deeper with Insights which are very relatable. We wanted to tell a story from the lens of Nutrela’s business Culture. This piece of content helps us to build the community and our framework was to achieve Brand Love in this phase. It is working beautifully for us.”   Rohit Kanojia, Film Head, BC Web Wise believes that his personal experiences and observations of lockdown fueled the thought for #AcchaKya. “Talking to my colleagues, I realized that instead of concentrating on the bad, we could simply look for the good. And so we did. Thus, #AcchaKyaHua was born.”   Apart from the digital film, the brand has used and continues to use social media to encourage followers to talk about and share the good experiences of the lockdown - all the while reinventing popular recipes with a healthy twist.
Tonic Worldwide and World for All launch #VocalForLocalPets
Aug 10 2020 By Admin
   World For All Animal Care & Adoptions; an animal welfare organisation in collaboration with Tonic Worldwide; a digital-first creative agency, has launched a campaign #VocalForLocalPets, intending to end discrimination against stray animals.   Violence and discrimination against animals on India's streets are on the rise. #VocalForLocalPets has been conceptualized to give these defenseless and helpless animals a voice. The campaign allows pet lovers to adopt & give these local breeds all the love they deserve while being a part of their family. Under the circumstances where everyone is presenting a united front against the pandemic and the nationalistic unity is on the rise, the team thought that solidarity with local animals is an emotion that would go a long way to find them their families and homes. Given the conditions of the current lockdown scenario, the team has launched a microsite that features all the pets who are up for adoption. In addition to this, the campaign is also being promoted on World For All’s social media handles.   Sharmee Bhatt, World For All Animal Care & Adoptions, says, “The animals on the street are often mistreated by people as they are helpless and homeless. Their life is extremely difficult with having to often suffer from extreme thirst, hunger & accidents as well.   The Vocal for Local sentiment intends to show these desi dogs & cats as equally loving and deserving the same amount of love we give to other cats and dogs by showcasing them as a part of India. By no means do we mean to shame adoption of foreign breeds. Our aim is for everyone to look at these intelligent and sturdy Indian breeds the same way they look at other breeds, and together we hope to find loving homes for them through this initiative.”   Pratik Hatankar, Head of Innovations & New Initiatives, Tonic Worldwide, says, “It is disheartening to see the discrimination between breeds and the violence perpetrated against the animals on India's streets. After our honorable Prime Minister’s urge to go #VocalForLocal, we decided to extend this thought to give a fair chance to Indian breeds. This is a heartfelt effort to encourage our country to adopt local Indian breeds as pets, give them loving homes, and become the voice of these marginalized breeds.”   Link to the microsite: vocalforlocalpets.worldforall.co
This Independence Day ‘#showyourspirit’
Aug 07 2020 By Admin
  The past few months have been difficult for the whole world as countries have battled and continue to battle with the coronavirus pandemic. Through this unprecedented crisis, each family has fought valiantly along with their loved ones who have suffered from the virus. The battle is not only fought by the patient, but also by the whole family. The feeling of happiness and joy is beyond words when patients reunite with their families.   This Independence Day, the ‘#showyourspirit’ campaign conceptualised by Wunderman Thompson South Asia for EsselWorld wishes freedom from this life threatening virus by crowdsourcing ‘home coming’ videos of recovered patients reuniting with their families. The videos which will be in the form of song or dance are aimed at saluting the COVID-19 survivors and their families and spreading cheer and positivity during these dark times. Paying them a tribute, EsselWorld will feature the videos of the participants on its Facebook and Instagram pages on 15th August.   Talking about this initiative, Paresh Mishra, Sr. VP – Sales and Marketing, EsselWorld Leisure Pvt. Ltd. said, “There are hundreds of unfortunate stories where we fought and succumbed, but we also have many heroic chronicles where humanity succeeded in their battle against this pandemic. As we approach our Independence Day, we only wish for a country that is free from this life-threatening virus. Hence this is our humble initiative to show our gratitude to the everyday heroes and spread the joy and positivity to all the fighters who show us they ray of hope amidst these darker days”.   Samarth Shrivastava, Sr. VP & Executive Business Director, Wunderman Thompson Mumbai, further added “India has always been known for their spirit of unity among all diversities. This Independence Day, the least that we can do is to stand unified once again and show our true spirit in this war of humanity against the deadly virus. That’s probably what currently our nation needs from us most.”    Since the nationwide lockdown, EsselWorld has come with several exciting and engaging campaigns for consumers in conjunction with Wunderman Thompson South Asia across social platforms.        

International

Mphasis Awarded U.S. Patent for its Artificial Intelligence (AI) System for Data extraction, aggregation & analysis
Aug 13 2020 By Admin
  Mphasis, an Information Technology solutions provider specializing in cloud and cognitive services, today announced that it has recently been granted a U.S. patent for its AI system for tracking, managing and analyzing data from unstructured data sources. The newly issued patent – U.S. Patent No. 10,726038 relates to optimized data aggregation and analytics across physical and digital data sources. The patented system enables enterprises to draw actionable insights at real-time from enterprise data sources such as emails, call centre transcripts, insurance policy documents, broker submissions, bank statements, customer complaints etc. Generating valuable insights from these data sources is necessity for enterprise decision making and the invention provides for automatically generating rules and employing artificial intelligence and advanced analytics to extract, adopt, exploit and analyse data.   The patented algorithms have been have been integrated as part of Mphasis’ NextLabs solutions such as HyperGrafTM, a comprehensive, feature-rich, business intelligence and analytics solution, as well as DeepInsightsTM, a cognitive intelligence platform, which enables enterprises to gain faster and more effective access to insights from data. These solutions are some of Mphasis’ latest offerings focusing on emerging paradigms of innovation such as artificial intelligence, machine learning and deep learning.    “In rapidly shifting markets, companies need to adapt futuristic system and methods to recognize critical data as quickly and efficiently as possible,” said Nitin Rakesh, Chief Executive Officer and Executive Director, Mphasis. “This patent further validates our leadership, innovation and capability to assist clients in utilizing the latest artificial technologies to examine cognitive analysis and emergent data.”   The patented system and method have been deployed at several fortune 500 companies around the globe.
dcafé digital appoints Ralf Jacob, President, Verizon Digital Media Services to its Board of Directors
Jul 27 2020 By Admin
    dcafé digital Inc, a global leader delivering OTT products, services & experiences, today announced that it has named media technology pioneer, innovator and former President of Verizon Digital Media Services, Ralf Jacob, to its Board of Directors.   This appointment is effective immediately and supports the continued growth of dcafé digital by furthering its visionary thought leadership. Jacob brings astute industry experience and a deep understanding of video delivery solutions.    “dcafé’s technology is bar none! Every feature, button or service is exposed as an API which makes integration such a breeze. The UI is logically laid out and adapts to an operators workflow with ease. Their recent success only speaks to their ability to cater to today's demands on handling meta-data. Their approach is particularly of value to the CTV industry with its focus on ACR and contextual advertising. I am excited to be working with an organization that focuses on bringing this cloud-redundant, dynamic OTT authoring platform to the media industry.” said Jacob, about joining the Board Of Directors at dcafé.   During Ralf's tenure leading Verizon Digital Media Services (VDMS), he grew the company's revenue by more than 300% and established VDMS's CDN as the second largest worldwide. The platform became the de-facto standard in the industry for OTA to OTT conversion and is being used by prime broadcasters – Disney, ESPN, ABC, Hulu, Fox, Sinclair, Hearst, Discovery, among others.   Vineet Dhawan, CEO, dcafé digital says, “upLynk’s success precedes its reputation with a coveted customer list.  Our journey began by building dcafé for upLynk, a platform founded by Ralf which simplified video workflow like never before. We leveraged this world-class streaming solution to deliver flawless experiences, and now to be able to work with the man himself is incredible. We couldn’t be more fortunate and excited to have him guide us.”  
Switzerland Lifts Entry Restrictions for Travellers from 21 Countries
Jul 24 2020 By Admin
In line with EU guidelines, Switzerland has lifted entry restrictions for travellers from 21 countries*, including Australia and Canada which are considered epidemiologically safe with regards to the COVID-19 situation. Travellers from certain regions will have to go into quarantine for 10 days after entering the country.   Though Switzerland is one of the few countries in the world that has been able to control the impact of the COVID-19 pandemic, the situation is in constant flux and restrictions can change at any given time. Switzerland systematically started relaxing its Covid-19 restrictions in phases, by 15th June Switzerland opened its borders for travellers from the Schengen zone and the United Kingdom. As of July 20, 2020 the country is open to Algeria, Australia, Bulgaria, Canada, Croatia, Cyprus, Georgia, Ireland, Japan, Morocco, New Zealand, Rwanda, South Korea, Thailand, Tunisia, Uruguay.   As the country opens its borders with a gradual relaxation of rules, the need for information on the safety and cleanliness measures adopted remained high. To address this concern and assure tourists about Switzerland being a safe and clean travel destination, the tourism board initiated the Clean & Safe campaign along with tourism industry associations to create a ‘Clean & Safe’ Label which indicates that the establishments have made a conscious commitment to comply with protection plans.    The "Clean & Safe" label is a uniform and easily identifiable means for businesses to communicate their commitment towards providing a clean and safe guest experience. The label informs the guests from home & abroad that the establishment has successfully adapted to the mandatory protection plans drawn up by the federal government and is safe to be included in their travel plans.   “Switzerland is in a transitional phase and with the step-by-step reopening of the tourist infrastructure, guests expect to know, if proper measures are being taken to maintain a high standard of hygiene. The "Clean & Safe" label is provided by the respective industry associations. A total of six industry-specific labels are available - for hotels, restaurants, navigation companies, cable cars, public transportation, and meeting facilities. The campaign is an approach to bring together the tourism industry associations in Switzerland to foster a safe and welcoming environment for travellers from across the country and the world” said Ms. Ritu Sharma, Deputy Director, Switzerland Tourism India.   The information platform www.clean-and-safe.ch, provides an overview of all industry-specific protection concepts.   
Marketing is, serving the human in the consumer
Jun 24 2020 By Admin
  Yan Han, International Business Chairperson, Topline Consulting Group   The world of marketing came to a sudden halt in the wake of the deadly Coronavirus. With the growing impact of this unrivaled tragedy, the global economy is at its lowest slump leaving marketers aimless. While COVID has left a deep impression on both the people and economy, marketing around the world is going through a very apparent shift.    The Marketing Truth   In my experience with learning and executing marketing, its definition has always remained universal. Marketing is the transformation of internal power into external, to achieve the desired objectives and targeted position in the ecosystem for the organisation. All services of Marketing including digital marketing are different type of methods to achieve one goal.   From this point of viewing marketing, stronger internal power will deliver bigger possibilities are for the companies. Both ways need to be strong and united as a one around the strategic plan at a high level.    It is significantly important as, after Covid19, we as a marketer will have to see people with more humanity. The marketers will have to rewrite the definition of marketing. Our duty will change, it will influence the market. And the mantra for good marketing will transform to “treating the customer as a human being, not as a buyer”.    What has never changed?   With the rise of this pandemic and the isolation dragged in by the lockdown, everything evolved to digital. However, as we know, isolation does not change the structure and mechanism of how marketing does for businesses.   Human in Consumer: Empathy-based marketing is understanding the emotional needs and motivations of your customers and aligning your plan to meet them. The need of the hour is clear contact with a compassionate approach. Customers can see that opportunistic communication seeks only to sell. However, you could reach your audience in a meaningful way and create trust by using empathy to craft an insightful social media strategy or internal communication program.   Online Reflection:   Digital life is a real reflection of the offline world. It gives larger scope and faster access for companies to communicate with the outsiders. Technological advancements have been changing the way people consume content and hence, disrupting the traditional way the advertising industry functions. With the advent of the data-driven era of marketing, strategies can no longer be based just on intuition, they will have to be backed by data.   This demands a change in roles. For better productivity, we need to destroy the middle channels and unify sales and marketing. This brings the right composition for broadcasting and the ecosystem becomes one platform, everything is digitalised. Brands can use data to inform current and future developments. Brands must call for full participation by getting customers to act as part of the brand.   According to the report by Digital Advertising in India, 2020, the adoption of programmatic has evolved the digital media by offering market-ers increased flexibility, greater control over creative and smart optimization capabilities which result in increased ROI.   What has changed?   The market has changed and so has the consumer behaviour. Strategies like 360 degree and results-driven marketing aren’t the best practices for business after Covid-19.   Dual Fountain: The journey from attention to sales is too expensive and slow and it only gives room for broadcast marketing to generate sales. People always thought that marketing was isolated. However, all layers are cracking down post-COVID. It has become about the values of the society, the community and the customer.   Time Share: Time is the gravest challenge for marketing today. The attention span of the customer decreases by the day. Marketing has shifted from traffic to attention economics. And while people have less time and more choices, marketing has to be quick and effective. According to Zee media’s report “Impact of COVID on Media”, there is an 87% rise in the minutes spent on digital platforms daily.  Average Time Spent has surged by 1.8X since the onset of COVID-19.    The need for Evolution in Influencer Marking: There is a need for consolidation in influencer marking. The right content drive to build closer online communities is the core value. It requires intellectual influencer marking instead of basic engagement such as posts and comments. The content, today, is generated by the user and the marketing world is no more about just influencers, it is about the KOLs. A recent Social Proof statistic states that content from influencers earns more than 8 times the engagement rate of content shared directly from brands, especially among younger millennials. 14% of consumers aged 18+ say celebrity endorsements have an effect on the things they buy.   Digital is where the customer is today. Although brands have successfully concentrated on the various sophisticated marketing strategies available to acquire consumers within the digital world, there is a gap in creating a consistent brand experience. Holding the customer at the heart, interactions must be developed through the entire buying process from the very first encounter. Digital humanity has become essential to bring more trust and culture.