Mediaboss Marketing

Shaadi.com has launched its latest campaign called Pressure Hatao, Shaadi.com pe aao that addresses the several pressures women face in their matchmaking journey and empowers them to take control of the situation.

Women in India are often put to the test in the process of finding their life partner. The traditional approach is inefficient and often discounts what women really want. Not only do they end up meeting people who they do not relate to, but they also must deal with unnecessary pressures right through the journey. In a study conducted by Shaadi.com, 80% of the women expressed that they would like to be in control of this journey, with limited intervention from others.

Shaadi.com empowers women to take control of this journey and rests the decision making in their hands. Through this campaign, Shaadi.com brings to fore the various pressure points faced by women and focuses on the value Shaadi.com can bring in their journey.

Some of the Pressure Hatao moments highlighted in the campaign are -

To further amplify the message Shaadi.com is partnering with influencers to share their experiences on the pressures they have faced on their social handles to get the message out far and wide. This will encourage other users to share their experience and begin conversations on the pressures one goes through.

Commenting on the launch of the campaign, Adhish Zaveri, Director Marketing, Shaadi.comsaid,Shaadi.com has paved the way for Indias journey from Arranged Marriages to Planned Marriages. Planned marriages put the individual in the drivers seat, while taking the family along. This campaign is an entertaining, relatable & condensed reflection of this journey.

Speaking about the campaign Rajdeepak Das, Managing Director- India and Chief Creative Officer - South Asia, Leo Burnettsaid "The #TakeThePressureOff campaign addresses some of the biggest problems in the arranged marriage setup through its humourous stories. The execution is light-hearted and we are sure a lot of people will relate to it in a fun way.

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Shaadi.com wants women to take control of their matchmaking journey in new campaign - Exchange4Media

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In todays resource-constrained world, marketers and agencies are paying more attention to how far their digital investment goes. While each buy-side customer will have a slightly different mix of goals for their digital campaigns, three overarching areas of focus are emerging:

Supply path advantage: First, marketers and agencies need affirmation that they are investing in premium supply in a cost-efficient way. This is crucial to ensure that media dollars go as far as possible. On top of that, they want assurance that theyre purchasing media in brand-safe and performant environments.

Identity across screens: Buy-side customers want to guarantee that their advertising campaigns will reach target audiences in an effective, relevant and streamlined way. Customers are also increasingly screen agnostic, seeking flexibility in how they activate audiences, regardless of device or channel. Identity solutions are key to providing a holistic, sophisticated advertising experience that takes into account the disparate channels and screens on which consumers engage with media.

Effective measurement: Return on investment is increasingly becoming the only KPI that matters across both online and offline channels. In reaction to an unpredictable landscape, more marketers seek to drive toward real-world outcomes. To do so, they require the ability to quickly iterate on their campaign targets and budgets.

Despite the apparent benefits of these self-service platforms, some buyers continue to have lingering concerns about their transparency. They also worry that these platforms operate in service of the platform owner, not the client.

To be sure, walled gardens dont provide adequate transparency into pricing, placement or measurement and there are valid concerns around transparency in the programmatic ecosystem too. But these concerns dont invalidate the challenges posed by IO-only models, particularly as marketers investment priorities continue to shift in 2021 and beyond. In light of this, lets explore a few programmatic myths and realities that demonstrate why buy-side customers should feel confident turning to these platforms to address their core needs.

Myth #1: IOs and managed service partnerships are the only way to retain investment scale and strategic control in media transactions.

Myth #2: Technology can't replicate my direct buys and be leveraged across Advanced TV.

Myth #3: Direct relationships ensure my media investment goes toward premium inventory.

Myth #4: Platforms operate in service of the platform owner not a publisher, client or total ecosystem.

As advertisers and publishers continue to look for more simplified ways of buying to unlock greater ROI and flexibility across screens and channels, bringing together media, data and technology will continue to be increasingly important. As more formats across screens become programmatically available in 2021 in both digital and TV-like environments there is an even greater opportunity for programmatic platforms to represent the majority of ad spending.

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4 Reasons Buyers Should Feel Confident Turning To Programmatic Platforms In 2021 And Beyond - AdExchanger

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The Republican-controlled Senate on Friday passed the National Defense Authorization Act, a $741 billion defense bill, with a veto-proof majority. GOP senators overwhelmingly supported the legislation despite President Donald Trump's threats to veto it.

"This annual bill will unlock the training, tools, and cutting-edge equipment that our servicemembers and civilian employees need as they bravely defend American lives and American interests," Senate Majority Leader Mitch McConnell said in a tweet after the vote.

Trump has objected to a provision in the bill that opens the door to rename military bases commemorating Confederate leaders. More recently, the president has demanded that the bill repeal Section 230, a part of the Communications Decency Act that protects social-media companies from being held liable for content posted on their platforms. Trump has accused social-media companies like Twitter and Facebook of being biased against conservatives.

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Ahead of the House vote on the bill earlier this week, Trump tweeted: "I hope House Republicans will vote against the very weak National Defense Authorization Act (NDAA), which I will VETO. Must include a termination of Section 230 (for National Security purposes), preserve our National Monuments, & allow for 5G & troop reductions in foreign lands!"

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GOP-controlled Senate defies Trump and easily passes $741 billion defense bill despite the president's veto th - Business Insider India

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HARRISBURG The state Department of Corrections defied federal guidelines and a doctors order last week, demanding that an officer who tested positive for COVID-19 come back to work at a Pennsylvania prison struggling to contain the spread, Spotlight PA has learned.

The correctional officer, who asked to remain anonymous for fear of losing his job, tested positive in November and was scheduled to return Dec. 5, but his wife and children developed COVID-19 on Dec. 3 and he was still sick, according to a complaint obtained by the news organization.

Centers for Disease Control and Prevention guidelines say symptomatic people should stay home, and if someone they live with tests positive, the isolation period should reset. The officers doctor recommended that the officer wait to go back to work until today, Dec. 14.

The department, however, told the officer to return last Tuesday, adding that, just because an employee was still having symptoms or who was still symptomatic didnt mean they couldnt come back to work, according to emails and the complaint.

The officer refused and filed the complaint through the Pennsylvania State Corrections Officers Association, the union that represents prison workers.

When asked about the case Tuesday, the Department of Corrections declined to comment and deferred to its standard that people who test positive will be out of work for a minimum of 10 days, but can return with symptoms as long as they have improved.

After multiple requests to explain the discrepancy with CDC guidelines about returning to work with symptoms and added isolation time for re-exposure, the department responded Friday afternoon, blaming the delay on a backlog of emails fielded by the medical team.

If the employee is COVID negative, and someone who resides in their house becomes COVID positive, they could possibly be out for 24 days, Maria Bivens, a spokesperson for the department, said in an email. But Bivens did not comment about returning with symptoms.

This divergence from medical and federal health officials is an example of what the Pennsylvania State Corrections Officers Association said is continuous disregard by the corrections department for the lives at risk in prisons as new coronavirus cases in facilities explode.

By the end of the first wave, positive cases remained low in the communities surrounding prisons. But now, as cases in those communities spike, the surge in positive tests in prisons is following suit. Between Oct. 1 and Dec. 10, 3,000 inmates tested positive, compared to less than 400 in the seven months prior.

Prisoners rights groups say that staff from the outside is the only way to explain such a devastating surge in positive coronavirus cases within the prisons. In an email Spotlight PA obtained that was sent by Department of Corrections management to prison staff at SCI Laurel Highlands, officials ultimately agreed, saying that, The prevalence of the virus is increasing in the community and therefore, it could be anticipated it would eventually enter the institution.

As of last week, two DOC staff have died from the virus as well as at least 40 prisoners the majority in the past 35 days. As of Dec. 10, 1,747 staff members have tested positive, a jump of more than 1,200 cases since Nov. 1, and at least 1,052 were out of work because of positive test results. But staffers are not required to report positive test results, and the number of infections is likely far higher.

The unions vice president, John Eckenrode, said at least one other corrections officer was also told to come back earlier than their doctors recommendation. Eckenrode said the stakes are getting higher as a rising number of corrections officers continue to test positive, forcing those who are able to work to be put on mandatory overtime and in jeopardizing circumstances.

There are some institutions where our members are working double shifts multiple days a week, and theyre not getting their days off, Eckenrode said. Theyre concerned for their own health and safety, concerned for the health and safety of the people that they love when they go home.

On Tuesday at SCI Greene, a prison located in the southwest corner of the state, 83 staff members called out of work, and 50 of them were security guards who tested positive for the virus, according to administrative records gathered by the corrections union.

At Cambridge Springs, seven staff members had tested positive by mid-September, according to data gathered by Spotlight PA. Now, 122 staffers have tested positive, data shows, with 26 currently out recovering and another 58 people out of work awaiting test results.

Last week, the state approved $176,400 for the corrections department to hire more staff in an effort to help offset the number of people calling out of work.

In a news release last week discussing COVID-19 infections and the rise within the states facilities, Corrections Secretary John Wetzel said that we continue our battle against this dangerous invisible enemy That is why it is vital to continue our aggressive mitigation efforts. We cannot let our guard down.

There is no scientific evidence that defines exactly how long a person can spread the virus after they test positive, said Michael LeVasseur, lead epidemiologist for Drexel Universitys COVID-19 testing.

He pointed to an October study published in the Journal of Infection that said spread is highly unlikely to occur after 10 days for people with mild to moderate symptoms. He said theres a chance someone like the officer is no longer contagious, but that its complicated, and theres also a chance the officer can still infect others.

Im in public health, so Im always going to advocate for a more-safe-than-sorry approach, he said. And if its a matter of a few days, just do the extra days.

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Pa. corrections dept. tells officer with COVID-19 symptoms to return to work early - Spotlight PA