2015 February

Digital News Portal Mashable Partners With India.com To Launch Mashable India

Posted by | Digital Media, Digital News, Social Media

Screen Shot 2015-02-19 at 2.35.51 PM

U.S.-headquartered news portal Mashable adds India to its steadily expanding global footprint with the announcement of the brand’s partnership with India.com. India.com is a joint venture between Penske Media Corporation (PMC), who bought Women’s Wear Daily (WWD) from Condé Nast last year, and Zee Entertainment Enterprises Ltd.

The brand plans to build a dedicated editorial team based in Mumbai and New Delhi to create localized digital and social media content, who will report to Mashable’s U.S.-based team: executive editor Jim Roberts, managing editor Jonathan Ellis and global news editor Louise Roug.

“This intersection of technology and digital media with culture and society is what makes India such a natural place for Mashable to grow,” writes Adam Ostrow, Chief Strategy Officer at Mashable, “Moreover, Indians have already shown us that they are hungry for Mashable content: It’s one of our top five markets worldwide, and our recent visit to India for the India +SocialGoodconference, with hundreds of members of India’s technology community, was a rousing success.”

An indicator of India’s burgeoning digital ecosystem, Mashable India follows in the trail of Huffington Post India, which launched its India arm in December 2014, in partnership with The Times Of India Group and Times Internet, and Buzzfeed India which launched its India edition last August.

READ MORE ABOUT MASHABLE’S INDIA PLANS HERE AND HUFFINGTON POST’S INDIA LAUNCH HERE

 

NFL Super Bowl XLIX Advertisements Champion Empowerment

Posted by | Advertising, Digital Media, Digital News, Empowerment, Fitness, Social Initiative, Social Media

PicMonkey Collage Super Bowl 2

Moving forward from overt sexual innuendos and slapstick comedy, SuperBowl XLIX advertisements took a refreshingly serious turn this year by treating a range of somber subjects with inspiring messages of empowerment.

In addition to NO MORE, whose PSA we featured last weekUltraViolet also addressed the often sidelined subject of domestic violence. Their 15-second spot, with the hashtag #GoodellMustGo, singled out National Football League (NFL) commissioner Roger Goodell who has been criticized for being an enabler of domestic violence within the football fraternity.

Feminine hygiene brand Always instigated a viral conversation around women’s empowerment by asking viewers to redefine antiquated connotations associated with the phrase #LikeAGirl, while Toyota starred world-class snowboarder and 2014 Paralympic bronze medalist Amy Purdy conquering the streets, slopes and dance floor to the triumphant words of Muhammad Ali.

Toyota’s second ad in the same series highlighted the importance of a father’s influence on the choices his children make, a sentiment echoed by Dove For Men, who payed tribute to loving dads at all stages of life.

Spotlighting technology, Coca-Cola tackled digital bullying and Internet trolls with #MakeItHappy, while Microsoft introduced the world to Estella Pyfrom, a remarkable woman who uses her ‘Brilliant Bus’ to empower young, underprivileged students by giving them access to digital resources and jubilant affirmations.

Why all the seriousness amidst a celebratory atmosphere? Because “marketers are trying to win over Millennials”, advertising executives tell The Wall Street Journal, “who researchers suggest are more likely to be drawn to brands that have a history of giving back to their communities.”

 

WATCH MORE SUPER BOWL XLIX ADVERTISEMENTS HERE AND LEARN MORE ABOUT PANTENE’S #SHINESTRONG CAMPAIGN HERE

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