Mediaboss Marketing

EdTech platform upGrad has announced its association Star Sports and Disney+ Hotstar for Phase 2 of the 14th edition of the vivo Indian Premier League 2021.

upGrad's campaign will go Live on September 19, 2021 and will be running throughout the 2nd phase of the vivo IPL till October 15, 2021, in several Indian languages including Tamil, Telugu, Kannada alongside Hindi to connect with the regional audience.

Commenting on the association, Arjun Mohan, CEO-India, upGrad said, We are excited to associate with Star Sports and Disney+ Hotstar to represent upGrad as one of the leading Indian EdTech brands at the VIVO IPL, 2021. With the cricket frenzy setting in, we aim to launch our Campaign during the tournament to develop a deeper connection with our pan-Indian audience and narrate the significance of outcome-oriented LifeLongLearning as a means to achieve career growth and success.

We are excited to associate with upGrad for their upcoming campaign. VIVO IPL has been a high-impact platform that sees unparalleled scale across both TV and Digital screens. The reach, ratings and impressions are testimony to the power and impact that the property commands and it will be the biggest opportunity for marketers to leverage this upcoming festive season, said Nitin Bawankule, Head - Ad Sales, Star & Disney India.

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upGrad collaborates with Star Sports and Disney+ Hotstar for vivo IPL 2021 - Exchange4Media

Feminine hygiene brand Sanfe has signed on actor Radhika Apte as their brand ambassador.

Being unapologetically vocal for the right issues and causes as well as her bold outlook makes Radhika Apte a perfect fit for being the face and voice for Sanfe. Since its evolution, Sanfe as a brand strives to encourage women to own their feminine form with pride and take good care of it inside and out. An encouraging voice like Radhikas will help women choose Sanfe for their various silent and unnoticed, often unserved concerns, the company said.

This collaboration will allow Sanfe to relate and connect to women as their all-time companion for their different body needs without hesitation. The true purpose is to love yourself and take good care of your body without compromise and lack of choice, it added.

Speaking on the association, Radhika Apte said, Women today are openly acknowledging body positivity and confidence. This change is further fuelled by Sanfe which offers the choice of quality products and solutions across a womens body cycle. I applaud the insight and resulting range of products Sanfe has to offer which provide solutions to what we all needed but never thought to demand.

Excited about bringing Radhika on board, Sanfe co-founder Harry Sehrawat said, Having Radhika Apte on board gives us a sense of great confidence that we are on the right path towards being that solution to several silent needs of women. We visualise a modern world where women can openly choose to take care of their needs themselves and Radhika embodies that woman who our community of women can take inspiration from.

With Radhika, Sanfe will be focusing on raising awareness on the importance of feminine intimate skincare, health, and sexual hygiene; empowering millions of women to break barriers and fiercely share their voice and find an array of choices for their intimate health, menstrual hygiene & care while breaking away from any taboos.

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Sanfe signs on Radhika Apte as brand ambassador - Exchange4Media

(Photo Source: Unsplash).

The Cortland County website is set to receive an update within the next two months, allowing individuals applying for a job in county government to fill out digital job applications and upload other forms.

County Legislators unanimously approved a $4,675 contract with Ithaca-based web developer Internet Marketing Magicians at the end of August to aid applicants seeking employment with the countys personnel department and for individuals seeking legal representation through the countys assigned counsel department.

Jonathan Meyerhoff, the founder of IMM, issued a report for the county in late April, detailing some of the functions of the revamped website on popular content manager WordPress.

For applicants seeking employment with the personnel department, the report states that the new features on the site will allow for submission of different forms in a job application. It will also add the ability to pay for any fees using GovPay. GovPay is a national software company that aids municipalities with law enforcement financials, car registrations, and tax collection.

Additionally, Meyerhoffs report says IMM will install web applications and a firewall to identify and block malicious traffic. The companys safety protocols, Meyerhoff said, should prevent data leaks.

IMM would charge the county at a rate of $85 an hour as new projects or any other developments arise. The Ithaca-based company has aided in the development of websites for several local and national institutions, companies, and brands, including Ithaca College, Cornell University, and Caterpillar Inc.

The upgrades to the county website and other information technology (IT) matters may not stop there, according to Cortland County Legislature Minority Leader Beau Harbin.

Longer term Jack Hess, our director of IT, and I are working with an IT steering committee to look at other innovations for our website and IT offerings, said Harbin, a Democrat representing the 2nd Legislative District.

Harbin detailed a short timeline for the upgrades to the countys site.

The (job application) forms will likely be online in the next month or two, he said. But the steering committee is looking longer term at a host of items such as decreasing paper usage, increasing our IT resilience, lowering our costs while maintaining our responsiveness and more.

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Cortland County to add form submissions to website - Cortland Voice

So far, researchers have used artificial intelligence for computational purposes to solve complex problems. They have also deployed AI in automated vehicles and to predict consumer behaviour. But a new trend is sweeping the world. People are now hiring out their faces to companies and start-ups that then use their clones in digital marketing and educational videos across the globe. Doing so does not require them to physically shoot these videos, thus allowing them to go on with their regular work and earn for just letting someone use their face. There are some benefits of this technology but also big implications for the human workforceincluding making deepfakes mainstream.

A recent report in MIT Technology Reviewshowed how this technology was being used to let people remain present at multiple locations at the same time. It cited the example of Liri, a 23-year-old college student who has several part-time jobs. She does waitressing and bartending gigs in Tel Avivand also sells cars, works in retail, and conducts job interviews in Germany.

Liri does her Tel Aviv jobs in person and has hired out her face to a startup, which uses her face and voice to create AI characters that appear in marketing and educational videos for firms around the world. It is definitely a bit strange to think that my face can appear in videos or ads for different companies, she was quoted as saying in the report.

How does it work?

All a person is required to do is talk and make different facial expressions to a high-resolution camera. The company will then feed the data into an AI software, that works like deep fake tech. The characters generated can then be used in promotional and commercial videos. Some companies may use professional voice artists to record the audio. Liri receives a payment every time a client licenses a video that uses her face.

While this has worked out well for Liri, many fear that using technology in this way could reduce the availability of this kind of acting work. They also want that people who hire out their facesshould have some kind of control over where their faces areused for security reasons as well as to avoid a potential conflict of interest with their work.

For a lot of talent, their likenesses are valuable assets that warrant proper protection and compensation for their use, a spokesperson for SAG-AFTRA, a union for US movie, television, and radio performers was quoted in the report.

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Deepfake Marketing: Companies Are Paying People to Hire Their Faces for Promotional Videos - NDTV

SBI General Insurance, in yet another example of its commitment to improving health insurance penetration in the country, has launched a health insurance campaign on the radio. The main objective of the campaign is to educate consumers that With health insurance, medical emergency will not turn into financial emergencyensuring consumers that when an eventuality occurs one does not have to pay out of pocket. SBI General delivers a simple yet powerful message to increase awareness and to effectively communicate the value of health insurance, its offerings and protection quotient.

This radio campaign will be spread across Indias leading radio channels covering various cities, ensuring to reach most of the relevant audiences. The radio spots are created in light & humorous tone and adding to the glamour quotient, Ninad Kamath, the renowned actor and voice-over artist, has been the voice for the radio spots.

Shefali Khalsa, Head Brand & Corporate Communication, SBI General Insurance said,Relating to the season and the current times, our radio campaign message nails the need of the hour. This campaign also has a perfect blend of media planning to ensure an amplified impact of the campaign in the given markets.

It is widely believed that health is wealth - a maxim that has been highlighted in the current environment. An ideal way to ensure that a medical emergency does not turn into a financial emergency is by purchasing health insurance. Yet, many people choose not to buy health insurance or end up purchasing inadequate health insurance. Hence, to that extent, SBIGs radio campaign hits the bullseye.

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SBI General Insurance reminds listeners about the value of health insurance - Exchange4Media