MxMIndia

Author: mxmadmin

  • So who's the captain of the Indian cricket team? Rohit Sharma, Hardik Pandya, Jasprit Bumrah or Shikhar Dhawan? And do these frequent changes in the team impact Brand Indian Men's Cricket? Confused, we thought we would ask Dr Bhaskar Das a question for the July 12 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Does the frequent changes in the Indian cricket team and captaincy impact the popularity of cricket? Or is that people don’t really matter?

    Bhaskar DasSo who’s the captain of the Indian cricket team? Rohit Sharma, Hardik Pandya, Jasprit Bumrah or Shikhar Dhawan? And do these frequent changes in the team impact Brand Indian Men’s Cricket? Confused, we thought we would ask Dr Bhaskar Das a question for the July 12 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. Does the frequent changes in the Indian cricket team and captaincy impact the popularity of cricket? Or is that people don’t really matter?

     

    A. I don’t have visibility to the real logic behind this decision, but I think there is a method in this seeming madness. First, different formats of the game (at least three formats)  have different demands on capabilities. Players can therefore be chosen accordingly. Secondly, Indian teams’ bench strength by capabilities are pretty high. For each position hence, there is a supply side glut. So why not try all potential players and in the process everyone gets requisite rest and offer variety, and finally a variety of leadership skill can be put to test?

     

    Over-dependence on an individual isn’t necessarily good for a team or organisation. A well-distributed and diversified capabilities are beneficial. It doesn’t necessarily mean that individuals don’t matter. Ultimately a team consists of individuals only and they matter.

     

  • Prior to this, he was with Kantar as Executive Director and Head of Media (South Asia)

    Hansa Research appoints Sandeep Ranade as EVP & Quantitative Research Head

    By Our Staff

     

    Hansa Research, the market research agency, has appointed Sandeep Ranade as Executive Vice President (EVP) and National Head of Quantitative Research

     

    Commenting on Ranade’s appointment, Praveen Nijhara, Chief Executive Officer (CEO), Hansa Research said: “We are pleased to welcome Sandeep to our organization. His vast experience will further help advance our research expertise and deliver more valuable insights to our clients. I’m confident he will play an important role in Hansa’s growth in the coming years.”

     

  • To boost digital growth

    Madison Digital partners with Glide Invest

    By Our Staff

     

    Madison Digital, the digital specialist arm of Madison World, has won the social media mandate for Glide Invest, an online financial planning platform.

     

    Said Pratik Oswal, Founder and CEO, Glide Invest: “We are impressed by Madison’s depth and expertise in the space and are excited to partner with them.”

     

    Added Kosal Malladi, Vice President, Madison Digital: “We are delighted to partner with Glide Invest and be a part of their digital growth journey. We are looking forward to doing some ground-breaking work together.”

     

  • To strengthen the orthopaedic and fracture aids brand

    Rediff wins digitial mandate of Tynor Orthotics

    By Our Staff

     

    Rediffusion has announced that it has won the digital and digital media account of Chandigarh-based Tynor.  Said Kalyani Srivastava, Joint President of Rediffusion: “Tynor is a brand we instantly fell in love with. Its design, aesthetics and materials are all top-rate. Every product provides a specific solution to a problem – so customer centricity is at the core of the brand. We have been tasked with enhancing the brand equity of Tynor and we will put our best resources to help shape Tynor into global leader in its domain.”

     

    Added Abhaynoor Singh, Director of Tynor: “We are already in 50 countries. We see ourselves as a global brand. Team Rediffusion will hopefully help us to reach our customers both in India and worldwide through endearing and relevant messaging. Digital is a big part of the mandate and I am confident that together we will be able to fortify and strengthen Brand Tynor.”

     

    The Tynor business will be serviced by Rediffusion’s Mumbai office.

     

  • Will encompass Communications, Media, Customer Experience and Digital Assets

    Digitas bags mandate for matter technology

    By Our Staff

     

    Ahmedabad-based Matter has appointed Digitas India as the agency for its digital communication mandate. Digitas will handle Matter’s digital marketing mandate, the scope for which will encompass Communications, Media, Customer Experience and Digital Assets, and Community Engagement across its Mobility and Energy Business verticals.

     

    Commenting on the association with Digitas India, Arun Pratap Singh, COO, and Co-Founder of Matter said: “At Matter, we are embarking on a journey to revolutionize electric mobility and energy storage space. Our innovative offerings will be represented through highly creative digital marketing and we’re glad to have partnered with Digitas, as they follow the philosophy of thinking new and leveraging the creative nuances to deliver highly compelling digital innovations, we are excited to start this journey with Digitas India by connecting with our customers creatively and helping them to transition to clean energy.”

     

    Welcoming Matter to its fold, Sonia Khurana, COO, Digitas India added: “It is our privilege to partner with Matter and to introduce the brand and product in the market. It is exciting to be a partner to the brand right from the incubation stage itself of the product. Our aim will be to stay true to our Connected Marketing philosophy and use the right mix of insight-driven creativity, technology, and media to drive brand love and adoption.”

     

  • Part of Iconic Moves to help brands leap ahead

    Interbrand elevates two leaders to executive roles

    By Our Staff

     

    Management consulting company Interbrand has made a series of senior staff promotions, creating a revised leadership structure globally and for the South Asia region. It has announced the elevation of Gonzalo Brujó to Global Chief Executive Officer and Ashish Mishra is now CEO, India and South Asia.

     

    Said Mishra: “We are the world’s premier brand consultancy and I’m privileged and honoured to be leading growth in these key markets to greater heights. But what’s more satisfying is the fact that we have been able to drive some much-needed shifts in the Indian business mindset. Elevating branding to a respectful, strategic status; getting a seat for branding at the management and board levels; encouraging the advertising and packaging design-bred marketing fraternity to begin to see brands as a strategic tool to drive business value. It also establishes the consciousness around the idea of brand value and valuation through our IPs – Best Global Brands and Best Indian Brands.”

     

  • To bolster brand advocacy and reputation management

    VFS Global appoints Sukanya Chakraborty as CCO

    By Our Staff

     

    Have a problem getting your visa? Find out her coordinates and keep them handy! Visa facilitation major VFS Global has elevated Sukanya Chakraborty to Chief Communication Officer. Notes a communique: “With the company entering a new growth chapter and under new ownership, Chakraborty will bolster brand advocacy and reputation management through the 360-degree global communication mandate of the organisation.”

     

    Chakraborty has worked extensively on building B2B & B2C communication strategies and integrated campaigns focused on building an offline and online presence, creating narratives to enhance corporate reputation and brand perception.

     

  • So is it a case of no comebacks for newspaper circulation in the metros and megacities? We asked Dr Bhaskar Das a question on the issue for the July 13 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | A Pune news vendor told us recently that his orders for newspapers has dropped 70%, even after the city has opened up. Reason for worry?

    Bhaskar DasSo is it a case of no comebacks for newspaper circulation in the metros and megacities? We asked Dr Bhaskar Das a question on the issue for the July 13 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. A Pune news vendor told us recently that his orders for newspapers has fallen from 900 pre-Lockdown to 250 now (approx 70%), even after the city has opened up. Reason for worry?

     

    A. My answer would be both Yes and No. You may find the answer convenient. It’s a legit doubt. But you may know by now that I look at issues differently. In this case, let’s talk about reduction of copies. I am sure you have referred to physical copies. But you haven’t specified the language and the brand. When you report from Ground Zero, I need more micro details and not a generic fact to lead the reader to a conclusion. Secondly, these days salience of a brand needs to be omnichannel as readers have also evolved to a screen-agnostic consumption experience. So if there is a redistribution amongst various reading sources, one can’t pick up one format and get concerned about any erosion of format preference or brand loyalty. We have to take into account every facet of a brandom. Hence, the reason of concern needs to have more facts.

     

    The good news is that the imperative of literacy ensures that quality of audience is intact and the readers continues to be ensconced in the higher echelons of society. The premium-ness emanating from literacy and high trust quotient do not get eroded by redistribution of consumer preferences.

     

  • Sanjeev Kotnala takes a look at the Policy Bazaar ads featuring post-death possibilities

    Humorously associating death and insurance

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaDeath fascinates me. It is the absolute and only truth in life. Everything else is probabilistic. As a social animal with traits of caring for the family, everyone is expected to plan for the future and insurance their well-being in their presence or absence. I wondered how Health Care and Insurance restrain themselves from touching on this subject and highlighting the possibilities. Insurance brands in the past sporadically tried leveraging death and associated trauma possibilities as a creative device and fear as the emotion. Somewhere, they missed the opportunity of leveraging humour – playfulness to amplify the message. One of the communications I love is the old Max Life insurance advertisement.

     

    Health Insurance has low penetration. People depend upon the health insurance benefit provided by their employers. Mostly unaware that in case of emergency, it is most likely not be enough. There is enough uninsured and underinsured population in the country.

    So, I love it when I see Policy Bazaar trying to bridge the gap by nudging the potential insurance holder for insurance using multiple messages. In addition to using all the four possibilities of Saam, Daaam, Dhand and Bhed (Logic, price/cost, penalty and doubt/differentiation). I love how the brand references death and post-death scenarios – making them an integral part of communication.

    The brand has used suddenness of need, low cost of insurance, and procrastination for signing to push Insurance subscriptions. And in all cases, humour is used as a creative device.

    The brand’s latest communication featuring Pankaj Tripathi leverages post-death possibilities. The eternal question: will you be sent to Heaven or hell. The brand points out that if you have the family under insurance, you are nothing but a Very Irresponsible person who should be thrown into hell. Because Under Insurance is Ghoor Paap– Big Sin.

    Policy Bazaar has been consistent in its appeal and thoughts, and it is reflected in its earlier communications.

    One of the earlier communication of Policy. Bazaar features Mr PolicyBazaar, Insurance Ka Superhero features Akshay Kumar. It focussed on quick and effective insurance approval and assistance, highlighting a 30-minute claim assistance promise.

    However, promises are promises. The common man is still in the era of using the agent. Customers who have experienced dealing with the TPA ( Third Party Associates) for approvals realise that a direct agent is still an essential link for timely and correct approvals.

    The digital space does not give this confidence in last-mile connectivity and interdependency.

    Policy Bazaar does speak of providing end-to-end assistance through the entire insurance journey, starting from comparing policies and premiums, best prices, ease and speed of buying online to what matters for the consumer more – the claims support; there are still barriers that the brand needs to address.

     

     

     

     

     

     

     

    And finally they even touched Tinder humorously.

  • To woo individuals with entrepreneurial aspirations

    AMFI to launch Mutual Funds Distributor Recruitment Campaign

    By Our Staff

     

    The Association of Mutual Funds in India (AMFI) has unveiled its Mutual Funds Distributor Recruitment Campaign, “Karein Shuru?”.  The campaign targets women looking to re-enter the workforce, retired professionals, enterprising fresh graduates and individuals with entrepreneurial aspirations.

     

    Speaking on the occasion, A Balasubramanian, Chairman, AMFI, said: “The Indian Mutual Funds industry has the potential to cross INR 100 trillion in AUM before 2030. With only about 1.25 lakh Mutual Funds Distributors as of now, the reach of intermediaries is limited. Given this under-penetration, we expect and hope that the “Karein Shuru?” campaign would help the Indian Mutual Fund industry to onboard more distributors and reach out to a larger investor base across the country.”

     

    Added Vishal Kapoor, Director, AMFI, who spearheaded the “Karein Shuru?” campaign: “The Indian Mutual Fund industry can serve over 10 crore unique individual investors by 2030 with the active involvement of a large number of informed and qualified distributors across the country. “Karein Shuru?” is an invitation for action, and the campaign aims to inspire individuals from across gender, geography, and age groups to embrace Mutual Fund Distribution as an attractive career option. This would not only assist individuals in becoming successful entrepreneurs but also help in building a financially stronger India.”

     

  • Ropes in actor Shaheer Sheikh for campaign

    Godrej No.1 unveils new TVC for its sandal and turmeric soap

    By Our Staff

     

    Godrej No.1 from the Godrej Consumer Products Limited (GCPL) family has unveiled a TVC for its sandal and turmeric bath soap. It has roped in actor Shaheer Sheikh for the campaign.

     

    Speaking about the new campaign, Somasree Bose Awasthi, Chief Marketing Officer, Godrej Consumer Products Limited (India), said: “Godrej No.1 is a highly revered soap brand that is commended for its natural ingredients like Sandal & Turmeric. We are committed to offering the best bathing experience to our consumers. We understand the fast-paced lives of most women and wish to offer them a solution that they can rely on. With this TVC, we hope to further establish our soap as the ideal choice for glowing and healthy skin.”

     

  • Features Sara Ali Khan to raise awareness

    MSD Pharmaceuticals rolls out drive against HVP infections

    By Our Staff

     

    MSD Pharmaceuticals, a wholly owned subsidiary of Merck Sharp & Dohme (known as Merck & Co., Inc. in the United States and Canada) has announced the launch of its integrated campaign on Human Papilloma Virus (HPV) Consumer awareness called #HPVsearchkiyakya. The campaign that is aimed at educating the youth of India on HPV and HPV-related diseases, features actor Ali Khan.

     

    Said Rehan A. Khan, Managing Director, MSD India Region: “Launching this campaign is a crucial step towards advancing the mission of building a healthy young India by reducing the disease burden of HPV-related cancers and disease in the country. Our goal is to increase public awareness with this campaign. We are excited that Sara Ali Khan agreed to be a part of this initiative. She is a strong advocate of preventive healthcare and leads by example.”