Mediaboss Marketing

In 2019, Sportstar the fortnightly sports magazine published by The Hindu Group re-launched its annual awards, Sportstar Aces with an aim to identify and reward the most deserving athletes. This year, The Sportstar Aces Awards 2021 celebrates the consistency of performance and the impact of sports stars in the decade between 2011 and 2020. To celebrate this milestone edition, Sportstar Aces Awards 2021 has the tagline, Giants of the Decade. Aces began with a curtain raiser show on 27th March and the awards are being presented from April 1 to April 4 in a virtual avatar.

With major sporting competitions cancelled, curtailed or played without spectators in the stadiums in 2020, judging the winners was a challenge. Ayon Sengupta, Editor, Sportstarsays, In a year like this, it was very difficult for us to truly judge and quantify the performance of athletes since so little sport was played. But we were firm in our belief to continue with the Awards, and so, in consultation with our Jury, we decided to make it a celebration of Indian sports for the decade 2011 to 2020.

Ayon Sengupta

The Judging Process

This year, Aces has 11 Awards under the Popular Choice category that was open for public voting and over 1.5 lakh votes were received. The public choice acts as the guiding light for the jury who then takes the final call. New categories include Club of the Decade and Moment of the Decade and special recognition award under a new category called Sports for Good, where the work of organisations/individuals who have used sports for the betterment of society and been at the forefront of the fight against COVID-19.In addition, there are 12 jury awards that are being given.

Sportstar Aces esteemed jury comprises of former India cricket captain Sunil Gavaskar Chairperson of the Jury-, former World Champion shooter Anjali Bhagwat, former India hockey captain M. M. Somaya, five-time World chess champion Viswanathan Anand, nine-time National badminton champion Aparna Popat and former India football captain Bhaichung Bhutia.

Game On For Partners &Sponsors

As Aces 2021 is a digitally anchored event, The Hindu has not partnered with TV channels like it did in the past years. However, they have leveraged the association with its partners in One India and radio to enhance the reach through Hindustan Times and Fever FM.

Commenting on getting sponsors on board Suresh Balakrishna, Chief Revenue Officer, The Hindu Group says, When we started out, we were a bit skeptical to be honest, given the year we have all faced and the financial strain on industries due to the pandemic. Also, since we were pitching for a completely digital avatar. However, we have received an overwhelming response and support from our sponsors, and we are glad to have their trust.

The partners for Sportstar Aces Awards 2021 are: Powered by partner, MRF, who have come on-board for the third year in a row; Associate Partner: Life Insurance Corporation of India (second year in a row); Destination Partner: Odisha the third year in a row; Banking Partner: Union Bank of India the second year in a row; Energy Partner: SPEED | Bharath Petroleum; Realty Partner: BAASHYAAM and School Partner: SSVM Institutions

Adds Balakrishna, We are extremely happy with the way in which our advertisers have responded to this edition of the digital awards. While we cannot match the on-ground revenue, trust me our team came very close to matching the revenues. Maybe a few years from now, when everyone is accustomed to fully digital events, we will surpass on-ground revenues. But for now, we are okay with being a brand that has always been the first one to experiment and take the risks. We will give the rest some time to catch up.

Talking about the challenges, Balakrishna says, A major challenge was throwing light on the workings of a virtual platform and how we will be able to add value to our clients. Our sponsors had concerns over promotions and winner participations etc. But we had a thorough plan along with a return of investment in place and when we walked them through it, they were more than happy to come on board. Our partners are as forward-thinking as we are and that results in a success formula.

On a final note, Sengupta says, After we re-launched and reimagined the awards in 2018, we have been overwhelmed with the support that we have received from every stakeholder of Indian sport. Even in a difficult year like this, they have shown the same faith and love towards us. We have always kept athletes and their performances at the forefront and have never been swayed by big names or the commerce that many say drives sports these days. For us, every achievement of every athlete matters, and we have followed that principle over the years and will continue to do so.

Partner Speak/ Sponsor Speak

Vishal K Dev, IAS, Principal Secretary to Government, Sports and Youth Services Department, Government of Odisha

The Aces awards is a unique platform and invites strong adjudication from the sporting fraternity. Odisha has been at the forefront of supporting and promoting all sports, not just at the State but also National level. Today, Odisha is a preferred sports destination for many federations, and I feel this association as a destination partner amplifies the brand equity amidst the sports ecosystem.

Yogendra Singh, General Manager, Corporate Communications

Union Bank of India has a strong belief in the spirit of sports as it motivates to achieve, conquer and set new benchmarks. Union Bank is always at the forefront of encouraging sports. We have our sports teams representing our bank in various tournaments. As the Indian sports scenario is looking up, our efforts are to put our bank as an institution that encourages the winning spirit in India.

Dr. Manimekalai Mohan, Founder & Managing Trustee, SSVM Institutions

SSVM is a group of Educational Institutions with a multi-sports culture, and through our association with Sportstar Aces Awards, we look forward to inspiring our young learners of SSVM with the legacy of the sports world and its achievements. SSVM sows the seed of consistency in performance and encourages every learner to achieve quality education and build a real sports personality's leadership character.

To register for Sportstar Aces, visit http://bit.ly/SSAATHG

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Sportstar Aces celebrates the best in Indian athletics in 2011-2020 - Exchange4Media

MIRROR NOW, in collaboration with exchange4media Group, is curating a series of video interviews, MIRROR NOW Dialogues with Vinay Tewari. In the third part of this series, Vinay Tewari, Managing Editor, Mirror NOW interacted with Atit Mehta, Marketing Head, BYJU'S on the topic Will Online Education Become Mainstream in Future?

With the pandemic leading to the evolution of education from physical to digital, there have been certain changes in the sector. The discussion highlighted the exponential growth seen in the adoption of online learning during the pandemic. Mehta also explained how the relationship between formal education and the EdTech sector has evolved, how online learning provides a customized & personalized experience, how Byjus is looking to democratize education and the road ahead for BYJUS & the EdTech sector.

The session opened with Tewari asking Mehta to sum up how business has panned out at BYJUs in the last year, considering it was one of the rising sectors amidst the pandemic. According to Mehta, while the last year was something that no one wanted, it could not have been better from a business perspective at BYJUS. He added What we realised is that in such a situation schools would be the first thing to shut down and the last thing to open, and that is exactly what happened. There was a lot of anxiety amongst parents and they were fearing a learning loss of a year. What we saw in the first five years of our journey, we saw that kind of exponential growth happening in the last year.

Talking about the patterns in which the different segments of education are growing, Mehta states that they are growing very differently based on their addressable universes. Out of pre-primary, primary, secondary and professional segments, primary and secondary segments is where the maximum number of students are there and hence saw the fastest growth as compared to the professional sector. In tier 1 and tier 2 markets, the top 10% of schools adopted digital learning. But surprisingly, the biggest segment to get hit was the belly of the population, so the big growth happened from tier 2 and tier 3 cities.

The growth of the EdTech sector goes hand in hand with formal education. Talking about how closely BYJUS looks at the growth of the formal education sector, Mehta explained There is no better place than a physical classroom to get formal education. We need better schools, better infrastructure and schools need to build a better ecosystem. We closely follow everything in the offline world. We also partner with educational boards to ensure that the right level of education is imparted to the students. We believe that this is the golden age of teachers. If we are not able to get the right pedagogy that teachers provide, we will never be an educational powerhouse. Everything works in tandem now, digitisation has happened in the country, people have been exposed to the online way of learning. We are not saying that online education will replace school, we are saying it is a plus one. We are very closely following what happens in the next 3-5 years with a blended learning approach.

In a country like India with non-uniform internet penetration, Television could be leveraged as a means to impart mass qualitative education. Commenting on the same, Mehta shared One can certainly look at a broadcast medium like TV to impart education. But, the beauty of the business lies in the fact that education is highly personalised and customised. One can look at broadcasting education, and we did try BYJUS sessions weekly, but students still faced connectivity issues while streaming. Over a period of time, the country should get connected and everybody will have access and thats what we intend to do. We want to democratise education; we want to have education going to the nook and corner of the country. TV is an option, but we havent tried it.

Elaborating on how BYJUS reconciles with the fact that different boards operate differently, Mehta added Our educational content is mapped to 14 state boards, CBSE and ICSE. The curriculum will be according to your board that a student registers with. Its just about aligning the curriculum and creating content which talks to that relevant board and its already mapped in the paid version.

Talking about which subjects gain the most traction on BYJUS, Mehta shared Over the years, we have offered Maths and Science as our key subject deliveries, and six months back we added Social Science with History and Geography. Certainly, Maths is the number one pain point for both students and parents. However, Spoken English can also become a big area of concentration, but right now its Maths.

The screen time for children has significantly increased and parents are concerned about the same. Addressing these concerns, Mehta said These concerns from a parent or a school perspective will always be there. But in todays day and age, children are spending a reasonable amount of time on a digital device. The whole premise is that if I am using that time for learning rather than playing a video game or watching content that is not meant for me, its positive. There are concerns, but the positives are outweighing the negatives in terms of digital screen time. Its not about spending 5-6 hours on online education, we are asking for 25-30 minutes every day and that is more outcome led than impacting health.

Commenting on whether AI and developing technology will lead to absolutely personalised education, Mehta added It will, and in fact it has already started. The hardcore machine has learnt itself and the algorithm is working, and with more usage data we collect, it gets stronger. I wouldnt be surprised if two years down the line it gets more and more customised and personalised.

Talking about the insight behind leveraging associations with actor Shahrukh Khan and cricketing stars, Mehta shared We decided to use a film celebrity who is well known five years ago when we launched the business and nobody knew us. It was about mass reach and being noticed. We wanted people to discover us and a celebrity from that aspect made sense. As far as cricket is concerned, we believe that education is not just about academics, it is rather a 360-degree development. Sports teaches you team spirit, respect, discipline and many other virtues. We turned to the most prominent sport in the country Cricket. Fortunately, the critical availability of the sponsorship worked in our favour. As it is a single slot sponsorship; you are either there or not there, and the timing played well for us. We were also scaling up at that time. All of this put together, it was clear that it had to be the Indian cricket team.

Elaborating on the road ahead for the BYJUS and the EdTech sector, Mehta said BYJUS subscriber base is currently at 80 million, at an industry level it must be about 100 million. The school-going children that are our potential audience are stacked at 270 million. The penetration of online education is only one-third. The paid subscribers out of a 100 million base would be around 6 million, so we have only penetrated a 5% of the category. There is a humongous headroom for growth and we believe that YoY the growth should be at an exponential level, both in terms of top of the funnel and annual subscriptions. It will be a two-pronged approach, adding more people and more content and products like online music, coaching, coding, etc. Today online learning goes beyond just academic education.

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'We want to democratise education so that it reaches every nook and corner' - Exchange4Media

The health-focused brand, Jiva Ayurveda chose to rebrand itself recently in the interest of putting forth an intentional message for its consumers. The new tagline of the brand Jiva Ayurveda The science of well-being reflects the brand's inviolable emphasis on well-being, as the real power of Ayurveda. It will encourage consumers to practice it as a way of maintaining their well-being.

The new logo that has been curated is in sync with the firm belief that there is a constant interaction going on between order and disorder within the body, and that if one understands the nature and structure of disorder, one can re-establish order by sticking to the guidelines of diet, lifestyle and medicine.

Revolutionizing Jiva Ayurveda in the light of the pandemic

Madhusudan Chauhan, Director, Jiva Ayurveda explains, Jiva is a firm believer in the key role that technology and Ayurveda will play in the world achieving the dream of Health for All and the recent boost to telemedicine and Ayurveda due to the pandemic has only made it more evident. During the pandemic, Jiva doctors have consulted around 1,18,158 patients (Mar20-Aug20) through our tele-medicine service. We saw a 300% spike in our video consultations during the first three months of the lockdown. Be it offering solutions through home remedies or prescribing/delivering customised health packages and medicines at the patients doorstep, our doctors and clinical support staff were at the forefront of providing Ayurvedic solutions in the best possible way. They have provided tele and video consultation to a lot of patients across India, including 10683 digestive cases, 4103 skeletal cases, 3388 skin cases, 2663 respiratory cases, 3038 mental health cases, and many more.

Insight and Creative Vision for the brand's new proposition: Jiva Ayurveda The science of well-being

While the uptake of Ayurveda is increasing, the real practice of the personalised form of Ayurveda is diluting, especially when it comes to curing lifestyle, degenerative and chronic disorders. Ayurveda has taken many forms and many shapes - kitchen remedy, first-aid home remedy, lifestyle management, experiential-relaxation spa visit, and treatment of incurable disorders.

Chauhan shares, Ayurveda is not just an ingredient-based or traditional practice, it is beyond it. It is an entire science of well-being. Besides Ayurveda being natures gift to mankind or ancient wisdom, Jiva believes that it is the science of well-being. Ayurveda is methodical. It is evidence-based, it is research and it is rational. Well-being means Ayurveda is not only about symptom management or physical healing. It is about looking at an individual as a whole. It focuses on treating the individual and not just the disease.

The creative vision for the brands new proposition Jiva Ayurveda The science of well-being is to maintain the delicate balance between the warmth of the well-being and the rationality of the science. The same has been portrayed through their new brand imagery and tone.

The intent and curator of the new logo

Chauhan remarked, The actual health is neither over something nor in absence of something. It is described in Ayurveda as a very beautiful word called Balance. It is the balance of your metabolic functions and the three life forces/doshas (Vata, pitta and Kapha). That balance has been described in the form of a new logo presentation of Jiva. Also, Ayurvedas philosophy is not popping a pill. It is holistic management where participation of the individual in retaining their health is as important as the medication and thereby Jiva Ayurveda conceptualized this new brand logo and representation.

Expectations from the repositioning of the brand

We want to propagate that Ayurveda is not miracle care. Ayurveda is not a choice of last resort. Ayurveda should not be boiled down to using only specific ingredients. Ayurveda is not just about taking an oil massage on a beach resort. It is beyond that; it is a science. It has to be understood and propagated like science where it can be established as a globally accepted science. This is our expectation from the repositioning of the brand. We want to see people approaching Ayurveda with an understanding that it is a rational science. We want to make the users understand that they play an equally important role in their healing journey as the Ayurvedic physicians, medicines, and products do, says Chauhan.

Media Mix used prominently for the branding of Jiva Ayurveda

Jiva Ayurveda follows a multi-level marketing approach (website, TV, digital, and print) to educate people and build awareness about one of the oldest, time-tested, scientific, and rational systems of medicine. Social plays a very critical role to propagate the preposition and we are reaching out to the right target audience through this medium.

Employing AI and ML to strengthen the brand's capabilities

Chauhan points out that the use of Machine Learning and Artificial Intelligence tools to bolster the evidence-based treatment at Jiva Ayurveda further strengthens the credibility of the brand. He says, The organisation is steadfastly uncompromising concerning its line of treatment with the help of unique and robust treatment protocols such as Ayunique that not only standardize the treatment procedures but also enhances the quality of treatment and care. At Jiva, we never dilute on the deliveries for the sake of convenience or quick relief, thus delivering the authentic form of Ayurveda without fail.

Looking ahead

On a parting note, Chauhan signed off saying, Our focus is to enable true delivery of Ayurveda as personalised treatment at all touch-points. We will keep following the multi-level marketing approach through current assets like TV and social media handles. In Tier 2 and Tier 3 cities, our focus will remain on print, ATL/BTL activities and OOH advertising.

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Jiva Ayurveda sets out to revolutionize the health sector - Exchange4Media

The best internet server plays a great role in the work progress in businesses. At present, you can find many internet server providers to help the work at home people all over the globe. The provision of the best internet connectivity is one of the important parameters considered during the time of COVID. The majority of the software professionals are doing their work from home during the time of the pandemic. Hence it is essential to find the best internet server that can give the best connectivity in all seasons.

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The reliability of the internet server is one of the main factors that need to be considered while doing the selection of a service from the directory list. You can make use of the feedback from previous customers to check the efficiency level of the internal server. To get satisfactory results, feel free to select an internet server that ensures high-speed internet connectivity at a reliable price rate. Video streaming platforms like Netflix and YouTube are the best-used websites by internet marketing experts across the world.

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How to select the best internet server to enhance businesses? - - VENTS Magazine

Thanks for the great presentation!

Im even more excited now after hearing the different strategies you presented. I still can't believe how powerful these tools are. I definitely feel like I have an unfair advantage right now, which is great!

There are a lot of digital advertising solutions for brands. But few can offer the speed, targeting and trackable results with your offering. Its become one of our most strategic and impactful solutions for us. The ability to target even with a last-minute campaign, your marketing platform is an incredible tool to have at our disposal.

We have had a great jump in new monthly digital revenue since bringing aboard your solution and look forward to even greater revenue gains.

Im even more excited now after hearing the different strategies you presented. I still can't believe how powerful these tools are. I definitely feel like I have an unfair advantage right now, which is great!

There are a lot of digital advertising solutions for brands. But few can offer the speed, targeting and trackable results with your offering. Its become one of our most strategic and impactful solutions for us. The ability to target even with a last-minute campaign, your marketing platform is an incredible tool to have at our disposal.

We have had a great jump in new monthly digital revenue since bringing aboard your solution and look forward to even greater revenue gains.

Im even more excited now after hearing the different strategies you presented. I still can't believe how powerful these tools are. I definitely feel like I have an unfair advantage right now, which is great!

There are a lot of digital advertising solutions for brands. But few can offer the speed, targeting and trackable results with your offering. Its become one of our most strategic and impactful solutions for us. The ability to target even with a last-minute campaign, your marketing platform is an incredible tool to have at our disposal.

We have had a great jump in new monthly digital revenue since bringing aboard your solution and look forward to even greater revenue gains.

Im even more excited now after hearing the different strategies you presented. I still can't believe how powerful these tools are. I definitely feel like I have an unfair advantage right now, which is great!

There are a lot of digital advertising solutions for brands. But few can offer the speed, targeting and trackable results with your offering. Its become one of our most strategic and impactful solutions for us. The ability to target even with a last-minute campaign, your marketing platform is an incredible tool to have at our disposal.

We have had a great jump in new monthly digital revenue since bringing aboard your solution and look forward to even greater revenue gains.

Im even more excited now after hearing the different strategies you presented. I still can't believe how powerful these tools are. I definitely feel like I have an unfair advantage right now, which is great!

There are a lot of digital advertising solutions for brands. But few can offer the speed, targeting and trackable results with your offering. Its become one of our most strategic and impactful solutions for us. The ability to target even with a last-minute campaign, your marketing platform is an incredible tool to have at our disposal.

We have had a great jump in new monthly digital revenue since bringing aboard your solution and look forward to even greater revenue gains.

Im even more excited now after hearing the different strategies you presented. I still can't believe how powerful these tools are. I definitely feel like I have an unfair advantage right now, which is great!

There are a lot of digital advertising solutions for brands. But few can offer the speed, targeting and trackable results with your offering. Its become one of our most strategic and impactful solutions for us. The ability to target even with a last-minute campaign, your marketing platform is an incredible tool to have at our disposal.

We have had a great jump in new monthly digital revenue since bringing aboard your solution and look forward to even greater revenue gains.

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