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Author: mxmadmin

  • Not the easiest of questions to answer, but we love asking these once in a while. Here's what Dr Bhaskar Das has to say on the issue in the December 9 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | As someone who has spent quality time in Gujarat, what’s your Wish #1 from the new government for Gujarat?

    Bhaskar DasNot the easiest of questions to answer, but we love asking these once in a while. Here’s what Dr Bhaskar Das has to say on the issue in the December 9 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 or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. We now know the election results. As someone who has spent quality time in Gujarat in the early part of your career, and now as an academic and even a student, what’s your Wish #1 from the new government for Gujarat?

     

    A. When it comes to Politics and Polity, Das ka dum bhi nikal jaata hai, as I am a very apolitical person. I only believe that any sustained delivery of consumers’ / voters’ (in this case) expectations can ensure success either in business or in elections. Incidentally, a few years of stint in a state market cannot impart any expertise in anyone to decode a definitive result where multiple expectations amongst various stakeholders play a big role in the voting pattern. In a big country like India, with so many factors at play in various states, the results are expected to be divergent , and national and local issues collide in impacting the verdict.

     

    Now that the results are out, it is clear that the leading national party has delivered in Gujarat in spite of competitive challenges and no anti-incumbency theory has worked. It shows that customers have been happy with the delivery. There are other factors which have played a different role in impacting results. For that, one has to write an edit piece on that. I don’t want to engage in that.

     

    Fundamentally, the basic principles of marketing/ business have also worked in those states, albeit on different strategies of populism, as it happens in sales-boosting incentives used by marketers. But that may not be sustainable for building brand loyalty for repeat performance.

     

    Leadership is about delivery. And in these elections, delivery or promises to deliver have been reflected in the result and I am not surprised. Marketing principles also work in elections. One needn’t be a poll pundit to predict. The strategy of both the winners and losers needs a strategy that is dynamic and incorporates the rising expectations of the market.

     

  • But growth in consumption appears to be slowing

    Digital media dominates consumers’ choice in India: YouGov Report

    By Our Staff

     

    YouGov, a British international Internet-based market research and data analytics firm, presents its Global Media Whitepaper 2022 across 18 international markets. The paper aims to understand how media behaviour has changed during the last 12 months and what the future media landscape might look like in the year ahead.

     

    When comparing global future media behaviour to the previous 12 months, YouGov research shows that media penetrations remain high and stable across various types of media. Digital media continues to dominate consumer choice, with websites or apps registering the highest penetration.

     

    In India, two-thirds of (67%) urban Indian consumers report having visited websites/apps in the last 12 months, and six in ten (59%) intend to continue this activity in the next 12 months.

     

    In addition, more than half have streamed video and music (53% and 51% respectively) in the previous 12 months, and a similar proportion (48% and 50%) are likely to do so in the coming 12 months.

     

    Watching TV (both live and non-live) appears to be more popular than watching movies in a theatre but engagement with cinema may increase in the future.

     

    Listening to radio and attending live-events were the least consumed forms of media in the past twelve months, and consumption is likely to remain similar in the future as well.

     

    Exploring consumption of different media channels by age, annual penetration of websites/apps remains high across all age groups, whereas engagement with social media starts to drop off among adults aged 45+.

     

    Traditional media activities such as watching live TV and reading newspapers/ magazines have lower engagement among those aged under 24. Younger audiences are significantly more likely to stream music and video, play video games, listen to podcasts, and attend live in-person events or watch movies at the cinema than watch TV or read newspapers/magazines.

     

    If we look at the ‘net growth scores’ for each media activity (calculated by subtracting less consumption from more consumption percentages) in the last 12 months, we see polarization between digital media activities and outdoor in-person activities.

     

    At the top end of the scale, websites and apps registered the highest ‘net growth’ score in the last 12 months (+57%), followed by social media (+45%), streaming music (+36%) and streaming video (+35%). On the other hand, traditional media like radio registered a negative ‘net growth score’ of -10%, along with in-person mediums such as live in-person events (-5%) and watching a movie in a theatre (-3%).

     

    Looking ahead to the next 12 months, growth in consumption for digital media types appears to be slowing, but penetration of traditional media (such as newspaper/ magazine and radio) is expected to grow in the next twelve months.

     

    In-person media activities are likely to pick up in the future as well. Watching a movie in a theatre shifts from a negative (-3%) ‘net growth’ score in the last 12 months, to a positive (+5%) score in the next 12 months.

     

    The gap between those expecting to increase their number of outings at live events (rather than decrease) is also closing, with a -1% ‘net growth’ score in the next 12 months (compared to -5% in the previous 12 months).

     

    As media behaviour continues to evolve, it is key for marketers and advertisers to understand which media consumption habits are most likely to stick, and which are set to grow among current consumers.

     

  • To Judge The One Show 2023

    The One Club shortlists 5 juries from India

    By Our Staff

     

    The One Club for Creativity, an American non-profit organization that recognizes excellence in advertising, has announced five top creatives from India who will serve as judges for The One Show 2023.

     

    Nearly 300 leading creatives from 40 countries will judge work from around the world.  Juries are still being assembled, confirmed judges to date from India and their judging discipline are as follows.

    :: Kainaz Karmakar, CCO India, Ogilvy India, Mumbai (Direct Marketing)

    :: Rahul Mathew, CCO, DDB Mumbai (Sustainable Development Goals Pencil)

    :: Anusheela Saha, ECD, FCB India, Delhi (Print/Out of Home)

    :: Priya Shivakumar, national CD, Wunderman Thompson, Bangalore (Interactive + Online / Digital Craft / Mobile)

    :: Rashmi Thosar, CEO, BrandCare Health, Mumbai (Health + Wellness / Pharma)

     

    The current list of all confirmed judges for The One Show 2023 juries can be viewed here.

     

  • Pledges to remove mono-cartons from packaging by June 2023

    Pernod Ricard India promotes eco-conscious consumption

    By Our Staff

     

    Pernod Ricard India (PRI), a multinational alcohol beverage company , unveiled its #OneForOurPlanet campaign, which sets in motion the elimination of 100% permanent mono-cartons from its packaging by June 2023. The campaign aims to bring together ‘responsible consumption’ practices and nudge today’s purpose-driven consumers to make eco-conscious decisions.

     

    Talking about the initiative, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said: “The world has entered a new era of sustainability and we are catering to consumers who are becoming increasingly eco-conscious. They are seeking brands and products that bolster a sustainable impact on the environment and planet at large. As a responsible corporate citizen present in India for over 25 years, sustainability is key to Pernod Ricard India’s operations and our new campaign #OneForOurPlanet is a testament to our commitment. Through this campaign we aim to inspire consumers to not only make eco-conscious purchase decisions but also champion this cause and help us evangelize this into a larger movement. We are humbly proud of this initiative and also urge our industry peers and partners to unbox their ‘spirits’ and join this initiative that’s another one for our planet.”

     

  • Research finds marketers optimistic despite headwinds

    Salesforce releases its eighth annual State of Marketing report

    By Our Staff

     

    Salesforce, an American cloud-based software company that provides customer relationship management (CRM) applications released its eighth annual State of Marketing report. In the report, Indian marketers say their work provides increasing value despite macroeconomic and labour headwinds. The report also reveals how marketers in the countries surveyed are adapting to changes in privacy regulations – all while managing more data sources than ever before.

     

    Ninety one percent of Indian marketers say their work provides greater value than it did a year ago – a 12% point increase from last year. However, they face an uphill battle in an uncertain economy: 42% of Indian marketers cited budgetary constraints and 75% of Indian marketers agreed that customer expectations are more difficult to meet than they were a year ago.

     

    To help meet the moment, marketers are focusing on:

    :: Balancing personalization with customer comfort levels

    :: Modernizing tools and technologies

     

    Arun Kumar Parameswaran, Senior VP, and MD – Sales, Salesforce India, said: “Digital transformation is critical to navigating the growing headwinds we are experiencing today. Marketers remain determined about their contributions to the success of their businesses. With automation, intelligence, and real-time data, personalization and investing in the right tools to collaborate, they are able to capture and act on insights across channels, thereby deliver exceptional experience to their customers and deliver business impact.”

     

    The trends revealed in the State of Marketing report were collected from a survey of 6,000 marketing leaders across 35 countries and six continents, including 250 from India. Insights include the following:

    :: The march toward digitally-led engagement treads new and familiar paths. Marketers are investing in a combination of channels and technologies to reach audiences in new places and build lasting relationships. TV/OTT, Digital Content and Video have seen the largest increase in usage in the last year by Indian marketers. However, email marketing remains dominant, accounting for over 80% of all outbound marketing messages, according to trillions of message sends from Salesforce Marketing Cloud.

    :: Marketers navigate a complex technology and regulatory landscape. Marketers are adapting to changes in privacy regulations and calls for data transparency.  Seventy Four percent (74%) of Indian marketers still invest in third-party data, 81% say they have a fully defined strategy to shift from third-party data.

    :: KPIs shift as marketers pursue real-time intelligence. Across every stage of the funnel, marketers are tracking more metrics year over year than ever before. Speed to insight remains a competitive advantage. Ninety percent (90%) of Indian marketing organizations engage customers in real time across one or more marketing channels.

    :: Distributed teams unite with collaboration technology. Recognizing that remote and distributed work is here to stay, leaders are making investments into new collaboration tools. Seventy Two percent (72%) of Indian marketers say it’s harder to collaborate now than pre-pandemic and are turning to an average of 4.48 collaboration tools to help.

     

  • Absence of innovation can lead to television growing at a mere inflationary rate over time, writes Shailesh Kapoor

    Survival to Growth: The Long Road for Indian Television

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorAssembly elections in Gujarat and Himachal Pradesh concluded this week, with results being announced this Thursday. News channels always comes into the focus during elections. The build-up to elections is often more than a month, and the results day is what all channels gear up for. It’s their final equivalent in the World Cup on news ratings.

     

    While the results yesterday, especially in Gujarat, were on predictable lines, I scanned through the coverage looking for signs of freshness and innovation in how news channels have approached the results day this time. After all, they will get only a couple of more shots at it before the big one in the summer of 2024.

     

    I’m disappointed, and entirely unsurprised, to report that there is nothing remarkable to mention about the coverage. The graphics, the discussion format, the ‘massification’ (“Can you show us your best dance move?”, asked one anchor of a BJP worker celebrating outside the party office) … everything evoked déjà vu.

     

    The more I thought of this yesterday, I’m fast realizing that the inability, often coupled with the lack of intent, to innovate has now become a defining characteristic of the television industry in India. Be it GECs, movie channels or news channels, the malaise runs across. There is, from what I’m aware, good innovation on the distribution and advertising sales fronts, which are the B2B arms of the Indian television business. Perhaps the former has been necessitated by TRAI’s incessant interventions, and the latter is an outcome of ad sales being the strategic cornerstone of the television industry in India.

     

    But on the content, branding and marketing front, looking for innovations that can be built as case studies is like the proverbial search for a needle in a haystack. A few language channels in some of the states are doing some interesting stuff. But, by and large, at a national level, there’s really nothing to mention.

     

    Can a medium survive without innovation? Perhaps yes. The story of Indian television today is defined by the context in which the medium operates (wide reach and family viewing), not by what the medium dishes out. Till this context is relevant, which will be the case for at least another decade, the television medium shall continue to be safe, from the growth of digital media, for example.

     

    But surviving is not the same as growing and thriving. Absence of innovation can lead to television growing at a mere inflationary rate over time. The perception a stagnant category creates can be damaging. We saw how IPL’s TV and digital rights went for almost the same amount this year. Brands often seek psychographic target groups who are opinion leaders and influencers, in their respective social spheres. And the more they speak to this TG, the more digital-oriented their marketing will continue to become, given this TG’s disposition to new ideas and innovation.

     

    Much as death of television is a dubious narrative, the medium needs to cover the distance from survival to growth. And signs are that there is not enough gas in the tank.

     

  • By now you know how much we love the Fifa World Cup. And how much our Wizard with Words tracks it. Here's what Dr Bhaskar Das has to say on our question in the December 12 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | First, Germany and Spain. Then Brazil, Portugal, Netherlands, England.  Who are you betting on now?

    Bhaskar DasBy now you know how much we love the Fifa World Cup. And how much our Wizard with Words tracks it. Here’s what Dr Bhaskar Das has to say on our question in the December 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 or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. First, Germany and Spain. Then Brazil, Portugal, Netherlands, England.  Who are you betting on now?

     

    A. I didn’t bet on any of the names that you mentioned. In fact, in my last week’s Q&A, on the same subject, I mentioned that this year’s Fifa World Cup has been dominated by disruptions from the Davids. But with a legacy (and emotional) mindset, I hazarded a guess for Argentina as I am a Messi Fan. So my preference for Argentina to lift the Fifa World Cup remains unchanged.

     

    But now that the number of contenders of the World Cup has been limited to a few teams, and the Davids who are left in the fray, I can put forward a second guess and I would love that to happen: looking at the hunger and fighting spirit of two teams viz Morocco and Croatia, I won’t be surprised if they play at the final and Morocco wins the Cup. Let Africa enjoy a new glory. Rationally too, I think they have exemplary indomitable spirit to take on the best in the game and even if they have no so-called star/ nranded player, their collective commitment is palpable in each match and it continues to improve. Ultimately, I find it to be a clash of Entitlement Owners v/s Disruptive Insurgents.

     

    Disclaimer: this answer is a personal analysis and may not actually be the reality. Even if it proves to be true, it would be a fluke. Any game is a testimony of skill and not an outcome of prediction of analysts.

     

  • Introduces India's first exclusive metaverse fashion campaign

    Blenders Pride Glassware Fashion Tour unveils 16th edition

    By Our Staff

     

    In its 16th year, Blenders Pride Glassware Fashion Tour, powered by Fashion Design Council of India, has reimagined its legacy to bring a more youthful, inclusive, and innovative edition. Taking a 360-degree approach, to create a first-of-its-kind amalgamation of fashion and technology, the Fashion Tour entered the Metaverse this year.

     

    Speaking about the exclusive metaverse campaign, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said: “The 16th edition of Blenders Pride Glassware Fashion Tour has entered a new era of fashion & lifestyle in a cutting-edge new avatar. Taking the Fashion Tour to the metaverse is an attempt to make fashion more inclusive, accessible and futuristic. This is the first time an Indian fashion show has been presented in the Metaverse exclusively. It is part of our journey of celebrating the ‘Pride’ of today’s youth.”

     

  • To raise awareness on the impact of climate change

    Habitat for Humanity launches ‘Green Habitats’ campaign

    By Our Staff

     

    Habitat for Humanity India, a non-profit housing organisation, has launched its Green Habitats Campaign in collaboration with 30 schools across India. This campaign will encourage over 10,000 students to raise awareness about climate change and the urgent need to take climate action which will enable Habitat India build energy efficient homes in support of low-income families and provide them with access to solar energy.

     

    Commenting on the impact of climate change, Dr Rajan Samuel, Managing Director, Habitat for Humanity India said: “We believe that adequate and affordable housing can be constructed sustainably and will contribute to the achievement of the Sustainable Development Goals adopted by the United Nations in 2015 as part of the 2030 Agenda for Sustainable Development. This also aligns with our honourable Prime Minister Narendra Modi’s Mission Life Movement to protect the environment. Our ‘Green Habitats’ initiative will create young leaders as well as equip, empower and engage them to become ‘Green Champions’ for taking better care of our environment, communities and planet.”

     

    Added Suprieya Kutty, CAS Coordinator, The Next School, Mumbai: “In India, climate change has far-reaching effects on individuals from all areas of life. Millions of families are vulnerable to the effects of climate change, which include more frequent and severe weather events such as cyclones, floods, and droughts. Through this campaign, our students will gain an in-depth understanding of the devastation that climate change can cause and the action they can take at this young age to build a livable planet.”

     

  • Bringing music and culture to the centerstage

    Budweiser India ropes in trailblazers for last leg of FIFA campaign

    By Our Staff

     

    Budweiser, an Anheuser-Busch InBev (AB InBev) global brand, has collaborated with four trailblazers of the country for the latest leg of the FIFA 2022 campaign. Kissnuka, Siddhant Chaturvedi, Masaba Gupta and Santanu Hazarika come together to celebrate the shared passion and spirit of Budweiser and football with a war cry that unites people across borders– “The World Is Yours To Take”. Sharing their journey to the top like never before, the celebrities dive into the trials and tribulations they faced, the triumphs they rejoiced, and the immense anticipation experienced before any big moment – just like a football player does as he makes his way from the tunnel to the field.

     

    On the campaign, Vineet Sharma, VP Marketing – South Asia, AB InBev, said: “With over 35 years of collaboration with FIFA, Budweiser continues to create high energy consumer moments and conversations that shape the cultural fabric of the country. Through this  campaign, The World Is Yours To Take, we want to engage with consumers, celebrate the greatness of the sport and the determination, courage it takes to achieve success. We have collaborated with four phenomenal stars – Kissnuka, Siddhant Chaturvedi, Masaba Gupta and Santanu Hazarika, who inspire millions, through their journeys, to follow their dreams despite the challenges that may come their way.”

     

  • Talks about 'Salary after Retirement'

    HDFC Life rolls out Annuity Campaign

    By Our Staff

     

    HDFC Life’s latest campaign aims to create awareness about securing life after retirement with Annuity. The film looks at retirement through the lens of a fifty-plus couple who outline their expectations and fears about what lies after retirement.

     

    Speaking on the campaign, Vishal Subharwal, Chief Marketing Officer and Head E-commerce & Digital Business, HDFC Life, said: “Retirement planning is not an easy process. What is even more critical is ensuring that the retirement corpus is utilised in a manner such that it meets the individual’s financial needs in a regular, uninterrupted way. The part most individuals find challenging is that of managing their retirement corpus. What one needs is a regular, guaranteed stream of income similar to the salary that one received during their working years. By choosing Annuity products, one can secure their income even after retirement.

     

    With increasing lifespan and the rise in nuclear families it is necessary for individuals to secure themselves financially in their golden years. Through Annuity it is possible to take care of various needs such as daily expenses, medication and even leisure activities such as weekend outings, etc. HDFC Life has a suite of annuity products that are designed to provide regular income after retirement.”

     

    Adding Rajdeepak Das, CEO & Chief Creative Officer – South Asia, Leo Burnett: “HDFC Life always encourages people to plan today, for a better tomorrow. HDFC Life Annuity plans offer a steady income post retirement, almost like a monthly salary, this helps alleviate the fear of life after retirement. In fact it encourages people to continue planning their dreams and goals even after retirement.”

     

  • Strengthens global partner and alliances program

    ThoughtSpot appoints Rajesh Dhiman as Senior Director, GSI

    By Our Staff

     

    Rajesh Dhiman
    Rajesh Dhiman

    ThoughtSpot, the modern analytics cloud company, appoints Rajesh Dhiman as Senior Director, Global Systems Integrators (GSIs), where he is responsible for building and developing key global partnerships. Rajesh will be based in Bengaluru and will report to SVP of Worldwide Channels and Alliances.

     

    Said Kuntal Vahalia, SVP of Worldwide Channels and Alliances, ThoughtSpot: “We are thrilled to welcome Rajesh Dhiman as our Senior Director of Global Systems Integrators to develop relationships with global strategic partners critical to our worldwide channel and alliances ecosystem including SIs, GSIs, channel partners and our modern data stack ecosystem partners. This role is key to executing our strategy in expanding our presence with technology alliances and go-to-market partners, collaborating on partner engineering and offering joint solutions, and bringing our product teams even closer to customers to position ourselves as an innovation partner for data savvy organizations looking to dominate the decade of data.”