TALKING POINT: INDUSTRY TRACKER
Ruchir Tiwari of Zee Hindi Movie Cluster talk about the premiere of Dangal with audio description and subtitles for the visually and hearing impaired. Gunjan Soni of Myntra talks about its new sonic identity. Anil Uniyal of Bloomberg|Quint talks about a new editorial initiative, India’s Business Quotient ZEE CINEMA’S #ZEEFORALL FOR THE VISUALLY AND HEARING IMPAIRED On Independence Day, Zee Cinema premiered the Aamir Khan-starrer Dangal with audio description and subtitles for the visually and hearing impaired, as part of its #ZEEForAll initiative. Ruchir Tiwari, Business Head, Zee Hindi Movies Cluster (Zee Cinema, &pictures, Zee Classic, Zee Action, Zee Cinema HD and &pictures HD, Zee Anmol Cinema) tells us that the objective of #ZEEForAll is to ensure that the visually and hearing impaired receive access to world class, inspiring entertainment on Television, and it’s an industry-first initiative in India that ZEE has undertaken. Tiwari says the initiative has received overwhelming response from the industry. To sensitize the visually impaired with the technology of audio description, Zee Cinema hosted preview of Dangal with audio description and subtitles by associating with the biggest association for the visually impaired in India, National Association For The Blind (Mumbai, Indore, Chandigarh and Lucknow), National Association For The Blind - The Workshop for the Blind (Mumbai) and the Institution For The Blind in Delhi and Patiala School of Deaf & Blind in Punjab. The preview received positive feedback from the visually and hearing impaired audience. Leading DTHs Dish TV, Videocon, Tata Sky and Airtel supported Zee Cinema in enabling audio description on the remotes. Fashion marketplace Myntra has launched a new Musical Logo or MOGO to create an aural imagery for the brand. The MOGO, a 1.5 second acoustic theme, is an ode to the brand. According to Myntra, the new sonic identity represents the warmth, infectious energy and positivism of a young India and expresses the premium, aspirational cues of the fashion world. It weaves a multiple range of instruments and sounds and reflects Myntra’s brand essence – Transforming your World. The MOGO and MOGOSCAPE were developed by Rajeev Raja of BrandMusiq, a specialized sonic identity company. Myntra’s MOGO will be part of all its core communications and also play in platform assets, including critical customer touch-points, such as caller tunes of delivery personnel, IVR among others. Gunjan Soni, CMO, Myntra says, “Music has the potential to touch our emotional side while visual creates a strong imagery. Now, both visual and sonic identity will help strengthen the bond and create an impression to last a lifetime. As a fashion advisor to our consumers, we share a deep connect with them and a sonic identity further elevates our relationship. This is the first time an e-commerce company has launched its MOGO and we are very excited.” Bloomberg|Quint has launched a new editorial initiative, India's Business Quotient, that showcases the opinion of thought leaders on how India can lead in the 21st century. India's Business Quotient marks the 70th anniversary of the country’s Independence. The by-invite series features leaders such as Martin Sorrell, CEO, WPP, Anil Agarwal, Founder & Chairman, Vedanta Resources, RS Sharma, Chairman, TRAI, Shikha Sharma, CEO, Axis Bank, Rashesh Shah, Chairman & CEO, Edelweiss Group, Rajan Anandan, VP, India & SE Asia, Google, Ronnie Screwvala, Founder, UpGrad, Nilesh Shah, MD, Kotak Asset Management. According to Anil Uniyal, CEO, Bloomberg|Quint, “What makes Business Quotient special is not just the stature of the leaders, but the fact that they have painstakingly put down their diverse views and thoughtful insights on issues that really matter. For those seeking a deep perspective on how India can and should manage its future, this series is a must. This initiative aligns well with the pedigree and expertise that Bloomberg|Quint has come to symbolize within a short period of time.”
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