MxMIndia

Category: MARKETING

  • Despite global macroeconomic challenges, India market is growing

    Indian brands make a mark in the 100 luxury goods list: Deloitte Report

    By A Correspondent

     

    The world’s 100 largest luxury goods companies generated sales of $222 billion in financial year 2014, 3.6 percent higher year-on-year. Three India brands Titan (#32), Gitanjali Gem (#40) and PC Jewellers (#44) were featured for the first time in top 100 according to the Global Powers of Luxury Goods 2016 report of Deloitte titled “Disciplined Innovation”.

     

    Among the Top 10 companies globally, three are luxury conglomerates participating in multiple sectors of the luxury good market. The top three companies are Louis Vuitton SA (Louis Vuitton, Bulgari, Pucci, Donna Karan, TAG Heuer), Richemont (Cartier, Van Cleef & Arpels, Montblanc, Chloé) and Estée Lauder (Estée Lauder, M.A.C., Aramis, Clinique, Aveda, Jo Malone; Licensed fragrance brands). Swatch Group (Breguet, Longines, Omega, Rado; Licensed watch brands) lost the #1 position as the ‘highest net profit margin Top 10 Company’ that it had held for the previous two years to Louis Vuitton, but only because of the exceptional profit reported by the company for the Hermès shares.

     

    Anil Talreja, Partner, Deloitte Haskins & Sells LLP said “We are on the verge of entering into the second half of ‘decade of change’ for Luxury Goods Sector with an expectation of remarkable changes by 2020. Due to economic challenges there is a possibility that the global luxury goods sector is likely to grow slow in 2016 in important markets such as China and Russia. However, we see India as a growing market for Luxury Goods due to key factors like improved purchasing power, better consumer buying behaviours, the merging of channels and business model, the growing importance of the millennial consumer; and the continued impact of the global economy.”

     

    The luxury sector has not been immune to the rise of e-commerce. The original challenge for luxury brands was how to replicate the luxury shopping experience online, but increasingly the more valuable investment is how to use digital technology to enhance the luxury store experience. Many luxury brands have chosen to use mobile technology, but with m-commerce, there is the challenge of how to replicate the full luxury experience on a four inch screen. But it is the last mile, the final delivery to the home, where the true battleground exists. The luxury consumer now has a larger range of purchase and delivery options than ever before.

     

    The number of all-round high performers has doubled: 15 companies achieved double-digit growth in luxury goods sales and a double-digit net profit margin in 2014, compared to last year’s report. For the 80 reporting companies, asset turnover (the ratio of sales to assets) was stable at 0.8 times, resulting in a composite return on assets of 9.0 per cent in 2014, compared to 8.6 per cent in 2013.The average luxury goods annual sale for a Top 100 company is now $2.2 billion.

     

    M&A activities has reshaped the luxury goods market, premium and luxury goods companies are continuing to make deals in order to regain control of the design and distribution of existing brands. The sector is slowly but surely embracing the new digital reality and the opportunities it presents. Luxury goods companies’ have acquired cutting-edge technology firms in an effort to turn digital into a competitive advantage. Private equity firms continue to invest in the sector, with the objective of unlocking value in premium and luxury brands and capturing future growth opportunities.

     

     

  • Calls out customers to stop wasting their benefits under traditional postpaid plans that offer pre-set benefits that never get fully utilized

    Airtel’s new postpaid campaign urges customers to ‘Waste Nothing’

    By A Correspondent

     

    Sasha Chhetri, the Airtel 4G Girl, is back once again and this time she is telling customers to stop wasting the benefits that come with traditional postpaid mobile plans and move to Airtel MyPlan to get the best value for their monthly mobile spends. The ad, crafted by Taproot, is currently on outdoor, print and radio. A television version may happen soon.

     

    Commenting on the launch of new marketing initiative, Srini Gopalan, Director – Consumer Business, Bharti Airtel said, “Airtel MyPlan is designed to simplify the postpaid customer experience and offers them the flexibility to create their own plans. The new campaign is based on a simple consumer insight – that a lot of postpaid mobile users end up with plan benefits that they never fully utilize and end up wasting these benefits month on month. MyPlan addresses this problem by giving customers the freedom to choose what they actually need in their postpaid plans and gives them absolute value for their spends by eliminating any wastages.”

     

    With traditional postpaid plans offering pre-defined voice/data/SMS benefits, customers end up wasting some of these benefits as their actual usage/requirements may be very different.

     

    Some benefits include customers have the flexibility of changing their MyPlan whenever they want – if they are going for a vacation, they can always switch calls to data so that they have ample data to navigate, find the best restaurants or just upload vacation pics in real-time. Again, helps optimizing phone bills every month and waste nothing.

     

    Not just that, under the plan, customers can also share the extra benefits with their family by getting one member connection at a nominal rate of Rs. 199/year. No separate rental is charged for the member connection.

     

  • The campaign is in line with the TataCLiQ.com phygital philosophy i.e. will be driven across the online world, mobiles and partner brand stores

    It’s a ‘#SureThing’ for TataCLiQ in its latest campaign

    By A Correspondent

     

    TataCLiQ.com unveiled its advertising campaign titled ‘#SureThing’. The digital campaign centered on a camel as its unlikely protagonist, stems from the fact that everything one buys on TataCLiQ.com is a C.A.M.E.L i.e. Certified Authentic Merchandise Everybody Loves. A delightful, witty, quirky take on online shopping, the campaign focuses on TataCLiQ.com’s USP of being the #SureThing in shopping. The camel acts as a surrogate for the authentic, exclusive products and brands sold at TataCLiQ.com – be it apparel, electronics or footwear. The campaign is in line with the TataCLiQ.com phygital philosophy i.e. will be driven across the online world, mobiles and partner brand stores.

     

    Divided into three announcer films, the videos highlight the care and effort taken by the TataCLiQ.com crew in curating, checking and getting the camels ready for consumers. The main film depicts a range of products from different categories in a consumer’s life thus bringing alive the benefit of buying a C.A.M.E.L from TataCLiQ.com. Further amplified with a sticky sound tattoo, “Get the Oont”, the catchy jingle boosts the memorability and creative message across the films thus maintaining brand recall across executions. The camel stamp adds a simple yet effective semiotic cue that reiterates the genuineness and authenticity of the brands and experience offered by TataCLiQ.com. Targeted at consumers who are unsure and tired of sifting through endless listing of products of unknown brands, doubtful about their quality and authenticity, the creative campaign aims to deliver the brand message of curated, genuine brand forward shopping experience.

     

    “In a category cluttered with product forward, sales, discount advertising or high end fashion and lifestyle imagery that is indistinguishable from one brand to the other, we chose to tell a quirky tale using camels and associating them with the guarantee of finding authentic and genuine products at TataCLiQ.com. The incongruity of camels in the place of products – being groomed, packed and shipped, delivered and actually put in use by shoppers makes for strong visual disruption and extremely clutter breaking story telling. As a digital-first brand, the digital medium is home turf, and appeal to digital natives, paramount. We believe our C.A.M.E.Ls will find favor in whichever medium they roam, and whichever topic they talk about. In the immediate future we see our C.A.M.E.Ls going #Phygital and conquering the worlds in physical (stores) and digital (online) spaces.” added Prathyusha Agarwal, Head – Marketing, TataCLiQ.com.

     

    TataCLiQ.com understands C.A.M.E.Ls, whatever their breed and is committed to bringing only the best for its customers. And buying a C.A.M.E.L on TataCLiQ.com is easy, because they are “Real Good Brands at Feel Good Prices” that have been carefully curated making shopping with TataCLiQ.com a #SureThing

     

     

     

  • The Shattering Perceptions campaign aims to tap the core customer focus groups

    Chevrolet India unveils new ad campaign for Beat

    By A Correspondent

     

    Chevrolet India has launched a new campaign for the Beat with a concept of ‘Shattering Perceptions’ to tap their target customers. The new campaign will also align with the main attribute of the car ‘Fun to Drive’.

     

    The Shattering Perceptions campaign is a completely innovative way of presenting fresh compelling content through real life situations which are authentic – this has been done with real people, not actors. It provides people a completely new rationale to think about cars in a different way. With this completely new experiential consumer campaign, we aim to shift perceptions and create a positive impact based on what consumer really seeks in a car.

     

    Jack Uppal, Vice President Marketing & Customer Experience, GM India said, “We are proud to introduce the new campaign for the 2016 Chevrolet Beat this month with a concept of ‘Shattering Perceptions’ to tap our core customer focus groups. The Chevrolet brand holds strong product attributes based on technology, power and dependability that would definitely create a positive impact. This is the perfect kind of setting to correct the difference between the brand and the people’s perceptions of it.”

     

    The Beat is a small car at the entry level – the first car for most buyers. In this segment, most people look for fuel economy, maintenance, interior space and most importantly a fun to drive Car. The Beat scores very well on all of these. In addition to being a fun car to drive it has outstanding modern design, quirky door handles, icy blue illumination inside, and Intelidrive technology that makes for great handling and driving fun in all conditions.

     

    The new campaign approach for Beat seeks to get people to re-evaluate the category itself. Three long-format films have been developed that get people to realize that while we tend to evaluate cars on ‘practicality- based’ factors, cars in that segment are, in fact, actually about fun.

     

    Created and executed by Commonwealth and the media partners Carat, Shattering Perceptions was rolled out in the US market a couple of months ago, to correct the people’s perceptions of the brand. To begin with, in December 2014, Chevrolet in the US faced a strange situation. A survey showed that a large majority of the respondents did not have an excellent opinion of the brand; many in fact did not even consider the brand when they were purchasing a new car.

     

    The new campaign comprises of a 360 degree approach which is led by Mobile and Digital medium. OOH Media, Cinema and Television will remain an integral part of the campaign.

     

     

     

  • Aims to raise awareness amongst consumers about quality of spices

    Tata Sampann Masale rolls out new campaign

    By A Correspondent

     

    Tata Sampann launched their new campaign for Tata Sampann Masale titled ‘Aaj ka masaledar sach’. Aimed at raising consumer awareness about the quality of spices, the campaign features celebrated Chef Sanjeev Kapoor and introduces consumers to the hard truth of how common market spices are drained of their natural oils and colors, and are not sourced from the right place of origin, which hampers taste, color, and flavor. Tata Sampann Masale aims to recreate the authentic taste and aroma of Indian food, and the latest campaign carries the brand’s philosophy forward that natural goodness is the way to go for a healthy, balanced life.

     

    ‘Aaj ka masaledar sach’ is a 360 degree integrated marketing campaign that uses print, TVCs, social media, radio communication, as well as out-of-home activities to engage with the consumers. The first two TVCs of the campaign went live this week, reiterating how natural oil retention and sourcing of spices from favorable terrains influence the taste and flavor of food. The outdoor activation of the campaign targets housing societies through the branded van ‘Masaledar sach Express’, and through social media content and digital videos, the campaign seeks to engage with its consumers. In addition to educating consumers about various aspects of selecting spices, ‘Aaj ka masaledar sach’ campaign also highlights how ‘sarvagunn sampann’ Tata Sampann Masale retains its natural oils and color because of its sourcing from the best farms in Kerala, thereby, bringing good health and wellness to its consumers. Chef Sanjeev Kapoor lends his culinary expertise to the campaign and is the face of the TVCs, print and radio ads.

     

    Talking about the new campaign, Sagar Boke, Head – Marketing, Consumer Products Business at Tata Chemicals Ltd., said, “The real flavor of food stems from the spices used while its preparation. In fact, authentic flavour goes deeper into the origin and quality of good, natural spices which have been proven to retain distinct health benefits. Our campaign, ‘Aaj ka masaledar sach’ aims to engage consumers and bring to their attention how important it is to use masalas which have their natural goodness intact for healthy living. The campaign employs multiple consumer touch-points and have been created with visuals and required effects to deliver this message. With Tata Sampann Masale, we aim to provide consumers with authentic spices that add rich flavor and aroma for authentic Indian cooking.”

     

    Uniquely developed with pure, fresh, and authentic ingredients by brand ambassador Chef Sanjeev Kapoor, the blended Tata Sampann Masales come in a 5-in-1 pack where each 100 gram pack is further bifurcated into 5 packs of 20 grams each, to preserve its aroma, taste and color, thus keeping their ‘goodness intact’. The offering comprises of ten products ranging from everyday spices, such as chilli and turmeric powder, to specific blends such as ‘dal tadka masala’ and ‘punjabi chole masala’, which have been specially formulated to delight consumers’ taste buds and deliver the authentic flavor of each dish. Sourced from regions where climate and terrain benefit its natural flavour, the Tata Sampann Spices retain their naturally available volatile oils, giving fuller aroma and taste.

     

  • Strengthens its stance on equality in every aspect of life

    UrbanClap launches ‘LGBT’ campaign

    By A Correspondent

     

    UrbanClap has announced the launch of its ‘LGBT’ campaign, championing their cause for the greater good of the community as well as the society. Known for its stance on social issues like women empowerment and education, UrbanClap strongly felt the need to come out in support of the LGBT community in India, promoting their right to love anyone they want – irrespective of Caste, Creed, Religion, or Gender. With this campaign, UrbanClap supports the right to love anyone you choose.

     

    As part of this campaign, UrbanClap has tied up with a Delhi-based startup agency called Ufaan, which has worked on a number of social films in the past. Together, they have launched a short film titled ‘Show your Love with Pride’, which portrays a father’s struggle to accept his daughter’s relationship with another woman. With her supportive mother, the daughter proves to her father that her love is genuine, via a photoshoot organized by UrbanClap. The photos of his daughter makes him realize the dynamics of modern day relationships and reminds him of the barriers he had to counter in his interfaith marriage. This realization leads him to believe that love has no boundaries and finally accepts his daughter’s relationship.

     

    Commenting on this empowering initiative, Abhiraj Bhal, Co-founder, UrbanClap said, “We at UrbanClap are a simple bunch of people. We believe that everyone should have the right to love whoever they want to as it’s the most basic human right. We firmly stand with the LGBT community in India as they fight for their equal rights in the eyes of law, or society. Our past efforts with the NAZ foundation, and this film, are very small gestures towards furthering the cause of the LGBT community.”

     

    The social film is an attempt to make people realize that love has no boundaries and should be accepted without judgment.

     

    To further the impact of this campaign, UrbanClap is offering to sponsor 5 photoshoots across the country for any same sex couple who wish to opt for this service. They can easily reach out to the team at UrbanClap through its Facebook or Twitter channels. UrbanClap promises to maintain all confidentiality if that is what the participants wish for.

     

  • The campaign is led by a TV commercial directed by London based award winning film, creative and art director Harvey B Brown

    Jabong ups “Be You” positioning in new brand campaign

    By A Correspondent

    Jabong is back in action with its largest ever brand campaign. The campaign is a contemporary take on Jabong’s positioning of “Be You”, celebrating diversity. The campaign is led by a TV commercial directed by London based award winning film, creative and art director Harvey B Brown. Harvey has earlier created a fusion of high fashion and film collaborations with artists such as George Michael & Elton John among others. He is known globally for his well acclaimed commercials for Mont Blanc, Swatch, D&G, and closer home, for IndiGo Airlines, Incredible India and many others.

     

    Speaking about the campaign, Sanjeev Mohanty, CEO & MD, Jabong said: “This campaign marks the beginning of a new chapter for Jabong. Youth today are confident, comfortable in their skin and ready to make bold choices. They want to be fashionable, yet not be slave to a trend. You could be skinny, plus sized, bold, meek, short or tall – but you are who you are – and fashion helps you Be You. This campaign celebrates their choices, and makes our brand philosophy much more relevant in the current context. After strengthening our fundamentals in last few months, we are bringing the focus back to our brand.”

     

    Talking about the theme of his latest TV commercial for Jabong, Harvey B Brown said: “Fashion can be bold and brave and yet be within reach. Through this campaign, I want to break the stereotypes that limit the very creative expression that is needed to make a truly personalized fashion statement. Beauty in advertising is usually defined to fit set criteria. I wanted our styling to be contrarian and inspirational. So you’ll see young men and women wear shirts as colourful turbans, sweatshirts as pants, men’s trousers as women’s jackets, and so on.”

     

    Asheesh Malhotra – President, Head of Mumbai & Delhi, Bates CHI& Partners commented: “Fashion isn’t really understood well in our country. Most retailers and ecommerce aggregators have commoditized the category even further. Wearing /selling bright, pretty clothes and putting them on chiselled bodies is equal to fashion. Having spent a good part of his life in the industry, Sanjeev is very passionate about the category; his vision was very clear. He wanted to give fashion its due and redirect the conversation about fashion, which is beyond the fabric and talking to people who want to be fashionable and be comfortable with their bodies and not enslaved by trends. The team delivered a campaign which is rule bending yet not preachy.”

     

    Jabong is investing in a 360 degree marketing campaign extending across multiple media. The commercial will be on air on across all leading channels in entertainment, music, movies, sports and other genres on TV, supported by a large scale outdoor + cinema presence. On digital, this campaign is being promoted across YouTube, Facebook and multiple other digital properties.

     

  • Hrithik Roshan will launch a series of new pens backed by a high visibility publicity campaign

    Hrithik Roshan appointed brand ambassador for Flair Pens

    By A Correspondent

     

    Pen manufacturer Flair, has announced its alliance with Bollywood Superstar Hrithik Roshan. Hrithik Roshan will launch a series of new pens backed by a high visibility publicity campaign.

     

    K J Rathod – (Chairman-FLAIR) explained: “Flair pens has an installed capacity of 5 million pens per day and are sold in India through a strong distribution network of 4000 distributors and 245,000 retailers. Bollywood Superstar Hrithik Roshan would be a big brand differentiator and will help Flair Pens increase product awareness and add new customers.”

     

    Flair proposes to launch many new pens with unique features that enhance consumer experience. India uses 880 crore plastic pens annually and dump them polluting the environment. A regular ball point pen has a writing length of about 1000 meters. As an environmentally conscious measure Flair has two of the longest writing pens. “A pen is capable of adding growth to your Life” explained Hrithik Roshan.

     

    Flair’s new point of sale publicity material featuring Hrithik Roshan is expected to improve the look and feel of the retail outlets and make pen purchase a fulfilling experience for the consumers.

     

     

     

  • Edelweiss unveils new TVC ‘Saina and Daadi’

    By A Correspondent

     

    Edelweiss Group has launched its latest TVC titled ‘Saina and Daadi’, taking forward the brand’s core idea of – ‘We understand your needs’. Edelweiss follows a customer centric approach – Suno Samjho Suljhao – to thoroughly understand client needs in order to provide the most appropriate financial solution.

     

    The TVC uses a simple storyline using every day example of gifting – where most of us assume that the gift is appropriate or necessary to the one being gifted. And as probably experienced by many, a greater understanding of a person’s needs or aspirations is probably the only way to finding the ‘perfect gift’ – the most appropriate and appreciated gift. The TVC aims at drawing parallels with Edelweiss where financial experts spend time in listening to customers for understanding their needs and aspirations in order to provide the right financial solution.

     

    “Our research over the years has highlighted the issues that consumers grapple with repeatedly in dealing with financial services. Be it being saddled with a product that they don’t need or inherent complexity of world of finance or confusion given the plethora of choices or lack of transparency.

     

    At Edelweiss we believe in understanding our customers by spending time with them and then offering appropriate financial solutions. This message has been beautifully conceived and delivered in our film which shows our brand ambassador Saina Nehwal’s endearing bond with her grandmother and shows her in as a regular person and not in her usual badminton avatar – something that even she liked very much”, said Shabnam Panjwani, CMO, Edelweiss Group.

     

    Explaining the campaign further, Raghu Bhat, Founder Director, Scarecrow Communications said that, “The creative challenge was to convert a claim into an endearing and believable human story. Also, integrating Saina into the storyline in a way she appears as a ‘real’ person rather than a ‘badminton superstar’ was an objective. Vishal Manglorkar’s cinematic interpretation of the brief ensured that we captured lots of nuances without losing out on the ‘soul’ of the story or the essence of the Edelweiss brand.”

     

  • Edelman Edge provides a science-based framework to easily adapt multi-market campaigns to local market conditions

    Edelman Edge unveils a new campaigning methodology tool

    By A Correspondent

     

    Edelman announced the launch of Edelman Edge, the global campaigning methodology designed to provide a comprehensive, objective analysis of the communications environment anywhere in the world.

     

    Edelman Edge provides a science-based framework to easily adapt multi-market campaigns to local market conditions. Using a proprietary market research model, Edelman Edge helps companies and governments to understand and better leverage the key drivers that shape issue-centric campaigning based on a consistent analysis of the structural and environmental factors as well as the latest social science.

     

    Stephanie Lvovich, global chair of public affairs at Edelman, said “Public affairs and issue campaigning are in the middle of an important revolution, and at Edelman we are seeking to lead innovation in global issue campaigning.  As a discipline, public affairs was built on local expertise and knowledge, and these continue to be important factors in success today.  However, as clients’ global footprints have expanded, they often don’t have the expertise or communications staff on the ground where they operate.  Today, issues spread across borders so quickly creating an additional need for a framework through which to manage the same issue across multiple geographies”.

     

    The Edelman Edge model analyses 25 political, economic, social and cultural drivers that determine the campaigning and stakeholder engagement environments in a market. It provides a digestible roadmap for senior public affairs practitioners who need to understand the diverse, multi-market/multi-regional landscape that they manage. Edelman Edge helps companies understand not only the key communications and advocacy attributes of each market, but also provides a science-based, consistent explanation of WHY the market’s campaigning environment is the way it is.

     

    Edelman Edge captures the subtle but very important nuances among markets, and accurately paints a picture of the stakeholder environment anywhere in the world.  This understanding then forms the basis of Edge country and regional reports that inform how a global strategy or communications campaign can be nuanced and tailored to suit a wide variety of market contexts.

     

    “We created Edelman Edge to provide an additional layer of insights to inform campaign strategy – it is a completely unique prism through which to understand the communications and advocacy environment around the world.  The Edge gives clients clear and actionable guidance on how to effectively localise global campaigns and identify synergies in execution through a more intelligent hub and spokes model,” Lvovich said. “It is particularly relevant for clients who have a global, regional or multi-geography role or are managing issues across borders.”

     

  • National 4G campaign goes live; tells 'What's big deal about 4G'

    Idea takes #TheBiggestSmallChange route for its 4G launch

    By A Correspondent

     

    Brand Idea is geared up to communicate the experience on 4G LTE and how it can bring about ‘The Biggest Small Change’ in the life of people who live online, through its new campaign. With this campaign, Idea is reaching out to the people who relate with their smartphones like a TV screen where they watch movies in High Definition (HD), use video calling to share special moments with friends, live stream cricket matches or just simply indulge into gaming with online community and they need all that at faster speed and with even superior internet experience.

     

    The new TVC, which was released on TV and Digital on 3rd June, brings alive an array of benefits through situations where consumers can be seen truly living the 4G experience as it goes on to answer the question that’s on everyone`s mind: `What’s the big deal about 4G?`. The TVC captures the essence and the spirit of today’s youth which lives in the moment and wants to share and capture each and every aspect of their lives.

     

    Talking about the new campaign, Sashi Shankar, Chief Marketing Officer, Idea Cellular said, “Since we are talking to a digitally savvy audience, the Idea 4G launch campaign will see the brand in a new avatar – a younger, more energetic, hi-tech look and feel. For the first time ever, we have worked with international directors who are known for their work in the area of technology and computer graphics. In terms of treatment, the film has a fast pace, dynamic, international feel and a vibe and energy that the digital natives can identify with.”

     

    Idea’s 4G LTE services are presently available across 10 telecom circles, thus this national campaign will be further amplified to deliver one constant messaging on positioning the ‘experience’ that a consumer gets on the Idea network across the country.

     

  • With the completion of three years this July, Event Capital has been a pioneer in curating event IPs such as Bike Festival of India, The Edutainment Show, etc

    Event Capital rebrands itself; unveils new logo

    By A Correspondent

     

    Event Capital has unveiled its new logo which signifies the company’s transformation from an event IP aggregator to focussed creators and curators of IP events in the live space. The modern typeface is new age and concept driven which reinforces Event Capital’s capability of creating powerful content driven stories. With the completion of three years this July, Event Capital has been a pioneer in curating event IPs such as Bike Festival of India, The Edutainment Show, etc.

     

    This announcement by Event Capital is just one of the first in the series that the company has made after appointing a new CEO, Swaroop Banerjee, only a month ago. A festivals & branded entertainment specialist, Banerjee will be actively involved in expanding the current bouquet of live intellectual properties owned by Event Capital. He will also focus on introducing live and digital content creations and will oversee development of new verticals in lifestyle, music and sports.

     

    Swaroop Banerjee

    Explaining the change, Swaroop Banerjee commented, “The new logo of Event Capital has a bold outlook in the font with a colour that has a digital millennial filter woven into it. This depicts our ability to curate for youth genres as ably as for other genres. This is our third year in existence and there has been a phenomenal track record so far; we needed a fresh outlook to chart our trajectory higher and therefore the most important thing was to ensure that we come across as a youth consumer focussed organization. Additionally the introduction of a music vertical will change the dynamics for EC and the initiatives under this vertical will form core headline products under the EC hood. Ultimately the bulls-eye for us this year is to become content creators in the live space.”

     

    Deepak Choudhary

    Adding to this, Deepak Choudhary, Co-founder & Director, Event Capital said, “It’s has been three exciting business and brand years for Event Capital. Market orientations have changed and the IP industry is now extremely matured. We had started with acquisitions and collaborations with existing IP owners and now we have moved to creating our own IPs. It was only natural that we go through an image makeover as we have gone through a concept makeover.”