MxMIndia

Category: MARKETING

  • As per the latest comScore numbers, SVG Media (including all entities: Tyroo, Velocity, PrecisionMatch and DGM India) is the third largest display ad-network in India after Google and Tribal Fusion

    SVG Media boasts of 31.2 million unique visitors

    By A Correspondent

     

    SVG Media continues to retain its leadership position with the current reach of 31.2 million unique visitors. As per the latest comScore numbers, SVG  Media (including all entities: Tyroo, Velocity, PrecisionMatch and DGM India) is the third largest display ad-network in India after Google and Tribal Fusion and the largest Indian display ad-network that reaches out to 46% of the Internet audience over a 3 monthly average. comScore is the industry benchmark for measuring display ad-ecosystem and it does not track text links, e-mailers and other similar inventories which constitute a significant proportion of SVG Media’s portfolio apart from display.

     

    The average daily visitors and total page views for SVG Media stand at 3.8M and 856MM respectively. SVG Media not only has a significantly higher reach than that of other Indian ad-networks for February 2013 but also the highest 3 month average reach in the Indian Display ad ecosystem.

     

    SVG Media’s audience break-up includes 60 percent male and 40 percent female audiences on the internet. The 60:40 male to female ratio is in line with the overall internet user average. About 76 percent of SVG Media’s audience reach comes from the age bracket of 15-34 years, giving an advertiser the liberty to target a wider set of audience or to choose the most appropriate mix of Internet audience that they would like to tap.

     

    comScore Media Metrix monitors the online activities of individuals within a universe, defined as those aged 15+ who have accessed the internet from either a home or a work computer in the past 30 days. comScore does not monitor internet usage activities that are undertaken from an internet café or other public/shared computers.

     

  • WATConsult has released a report on the social health of e-commerce brands in India

    E-commerce brands Myntra, HomeShop18 and Ebay top in overall social engagement with consumers.

    By A Correspondent

     

    Social media agency WATConsult has released a report on the social health of e-commerce brands in India at the 3rd WATSummit. The report extensively tracks the social media sentiments of eight leading e-commerce brands, Flipkart.com, Inkfruit.com, HomeShop18.com, Jabong.com, Myntra.com, Snapdeal.com, Yebhi.com and Ebay.in.

     

    Based on the multiple scoring parameters of the analysis, Myntra.com, HomeShop18.com and Ebay.in come forward as the scorers among the top 8 e-commerce players in the industry. The report analyses the social media and online trends of the e-commerce portals on parameters like Social Reach, Engagement, Growth, Response Time, Content Type and Audience Quality. The report also analyses the share of voice, brand sentiment, online reputation, source and keywords for each player in the online space.

     

     

    Snapdeal.com, Homeshop18.com and Myntra.com are e-commerce players with faster growing base on Facebook and Twitter. However Ebay India boasts of the highest engagement on Facebook and Twitter followed by Homeshop18.com and Myntra.com.

     

    Homeshop18.com tops the chart as e-commerce player with the highest YouTube growth but Yehbi.com has the highest YouTube engagement.

     

    The top three players with high overall social media engagement are Myntra.com, Ebay India and Yebhi.com.

     

    Homeshop18.com is the brand with the fastest response time on Facebook and Twitter. The top 3 players with high overall response time are Homeshop18.com followed by Myntra.com and Flipkart.com.

     

    From an overall e-commerce industry perspective negative sentiment stands at a 48 percent as against the positive sentiment of 13 percent. The rest of the conversations of 38 percent were found neutral. Jabong.com has managed to sustain the top position for neutral and positive sentiment while Flipkart.com on the other hand has the highest neutral conversations of 64 percent to its credit.

     

    While comparing the social image of brands on Facebook, Myntra.com is a brand with least negative and maximum positive conversations.

     

    Only 16 percent of the products ordered from an ecommerce player were received on time. Delay in delivery still is a big concern for all players in this industry.

     

    The report also gives a closer look at the posting activity on leading platforms like Facebook and Twitter. While Tuesdays and Thursdays are the most active days on Facebook, Mondays and Fridays dominated twitter with the maximum tweets. Surprisingly, social media activity on weekends on both platforms reduced as compared the activity on weekends.

     

     

    In terms of engagement, the top three brands on both Facebook and Twitter are Ebay India, Homeshp18.com and Myntra.com.

     

     

    Commenting on the analysis, Rajiv Dingra, Founder & CEO, WATConsult said, “Crores of rupees are spent regularly by e-commerce brands to acquire new customers, but who are the champions who have managed to engage with their consumers consistently and coherently? Our report highlights the activities carried out by these eight leading ecommerce players on various online platforms and seeks to identify trends related to the digital marketing of these brands.”

     

  • The IAMAI's Internet Economy Watch Report for February shows that the jewellery segment clocked a 117 percent y-o-y growth when compared with last year in the e-tailing category

    Jewellery e-tailing registers 117% Y-o-Y growth

    By A Correspondent

     

    According to the Internet Economy Watch Report for February 2013, released by the Internet & Mobile Association of India (IAMAI), the jewellery segment clocked a 117 percent y-o-y growth when compared with the numbers of corresponding month last year in the e-tailing category. Branded Apparel category recorded 59 percent y-o-y growth with 6.73 million user visits in February 2013 as compared to 4.24 million hits in the corresponding period last year. The footwear and designer label segment registered a y-o-y growth of 23 percent and 13 percent respectively when compared with the number of online user hits from last year.

     

    Data captured from prominent e-tailing sites reveals a significant y-o-y growth of 39 percent in online user visit to mobile phone segment with 5.41 million hits in February 2013 as compared to 3.90 million in February 2012.  Online user visit for books which witnessed 2.46 million hits in February 2012 declined to 2.41 million in February 2013.

     

    While irctc.com registered 9 percent y-o-y growth in the e-ticketing segment, air tickets booked online in February 2013 were 0.95 million as compared to 0.91 million in February 2012, a 5 percent y-o-y growth. The monthly tracker reveals that the number of resume uploads has gone up to 1.09 million in February 2013 from 0.76 million in February 2012, whereas, the number of profile uploads on matrimonial websites has witnessed a significant y-o-y growth of 78 percent in February 2013. Profile uploads on matrimonial sites is 1.02 million in February 2013 as compared to 0.57 million in the corresponding month last year.

     

  • Max Bupa Walk for Health initiative was declared as a breakthrough innovation in marketing

    Max Bupa wins AIMA Global Innovation Award 2013

    By A Correspondent

     

    Max Bupa Health Insurance has been awarded the Breakthrough Innovation in Marketing Award by All India Management Association (AIMA) for Max Bupa Walk For Health 2012. The award was presented at AIMA’s 4th Global Innovation Conference among industry stalwarts.

     

    The Max Bupa Walk for Health is a unique initiative that has been encouraging thousands of Indians to walk for a healthier lifestyle. More than 18, 000 Indians in nine cities participated in Max Bupa Walk for Health 2012 and pledged to incorporate more walking into their daily lives.

     

    Manasije Mishra, Chief Executive, Max Bupa said, “It is heartening that Max Bupa Walk for Health has received industry recognition and it is a great achievement for a team as young as ours. Through this initiative we want to help our customers live healthier and more successful lives by making a small change in their lifestyle – walking. Max Bupa Walk for Health encourages people to adopt this simple and effective form of exercise.”

     

    AIMA Global Innovation Award is a competitive platform where brands across sectors competed on various innovation parameters. Max Bupa Walk for Health was chosen as the winner as it is the first time in the country that a brand has associated with the cause of walking and mobilized thousands of people to get healthier by walking more.

     

  • This year the theme of the Goafest Advertising Conclave is 'Time to Listen'. The Conclave will highlight the shortcomings of media and creative agencies, as perceived by major advertisers

    What do advertisers want? Goafest Conclave to investigate

    By A Correspondent

     

    As the excitement around Goafest 2013, the eighth edition of India’s most awaited advertising festival, builds up, the Advertising Conclave preceding it has also become a highlight for senior minds in the industry to pause and plan its course. This year the theme of the Goafest Advertising Conclave is ‘Time to Listen’. The conclave will highlight the shortcomings of media and creative agencies, as perceived by major advertisers. Much like the last few years, the conclave, sponsored by Discovery Channel, will see 200 industry leaders drawn from Marketing, Advertising and Media. Participation to the conclave is by invitation only.

     

    Srinivasan Swamy

    Srinivasan Swamy, Chairman of the Goafest Advertising Conclave, who has also chaired the conclave in the past few years, said, “Our Conclaves always focus on issues of relevance to us. In the past we have talked about how to grow the advertising industry, or on the changing agency structure or how advertising is more than creative and media etc. In the same vein, this year we will get advertisers to tell us how we can be more relevant to their needs. The theme ‘Time to Listen’ captures this essence.”

     

    The conclave will have some of India’s biggest marketers identify the areas that both creative and media agencies need to focus on, and make suggestions to get served better.

     

    Nitin Paranjpe

    Nitin Paranjpe, MD and CEO Hindustan Unilever, will deliver the keynote address, and other industry stalwarts will share experiences and insights. The finalized names include: Harit Nagpal, MD and CEO Tata Sky, Arundhati Bhattacharya, MD SBI Capital Marketers and Arunabh Das Sharma, President Bennett Coleman & Co.

     

    Sunil Alagh, Founder and Chairman of SKA Advisors and former MD of Britannia, will moderate a lively panel discussion.

     

     

    Nakul Chopra

    Nakul Chopra, Chairman of Goafest 2013, said, “The original idea of the Conclave as distinct from Goafest was a forum where industry leaders could contemplate the future of our industry and come together to cooperate in improving it. True to this spirit this year it is our endeavour to make the Conclave a much more potent learning experience for the industry. There is no better way to improve our future than by listening to our own customers. With a stellar caste of speakers and a potent theme this year’s Conclave promises to be thought provoking at the very least.”

     

    The Advertising Conclave will be held on April 4, 2013 at Zuri White Sands, Goa from 3.30pm to 7.30pm.

     

     

  • Bisleri is pushing its 500ml bottle, focusing on the theme that each one should buy their own bottle to drink water, and not share

    #dontshare but kiss the drink, says Bisleri

    By Meghna Sharma

     

    Shraddha Nathani

    From Pure and Safe and Play Safe to Stay Protected, Bisleri has always tried to reinvent itself from time to time to stand out in the market.

     

    The latest campaign – Kiss to Drink – will see three ads being launched. “Bisleri has been consistently doing clutter-breaking communication. These are cool, funny, slightly over the top set of ads. The unique selection of characters in the ads makes them appealing to people across all TGs . Bisleri is projecting a very youthful and cool imagery,” says Shraddha Nathani, marketing head, Bisleri.

     

    #dontshare

    But what differentiates this campaign from the previous ones is the launch of its 500ml personal pack. Through this, the company will launch its product (500ml SKU) focusing on the theme that one should buy their own bottle to drink water, and not share.

     

    Ms Nathani explains, “A basic consumer behaviour is that we do not like to share water with someone who has touched the bottle to his/her mouth (jhootha). The campaign takes into consideration this behavior and asks the consumer to buy their own bottle and drink straight from the bottle (kiss).”

     

    Anuraag Khandewal

    Elaborating the idea, Mr Anuraag Khandewal, ECD and Creative head, Soho Square (Mumbai) adds, “With the intention of giving the Bisleri 500 bottle a context in the consumer’s life, we built upon the cultural taboo of ‘jhootha’. Indians hate it when their bottle of water is picked by another and touched to the mouth while drinking. We presented the Bisleri 500 as a solution to this bottle defiling. Being the right size we touted it as ‘your personal bottle’. Encouraging habitual bottle-hijackers to go get their own bottle, put it to their lips, and drink.”

     

    Through the campaign, Bisleri wants to change consumer behaviour. “Not just a consumption behaviour, but a social behaviour too. Bisleri as a brand has never done communication that focuses on a single SKU. Until now,” Mr Khandewal underlines.

     

    Digitally, first

    Another unique feature about the campaign is that marks the first time Bisleri uses digital innovations and a staggered media roll- out plan. The TVCs will be launched released digitally across platforms followed by on-air, radio and on-ground events.

     

    Parag Ghandhi

    “Bisleri has an active fan following of 50000+ on Facebook & 800+ on Twitter. Looking at the new brand communication we saw an opportunity for fantastic integration with digital playing an important role in increasing reach of media and sure short viewership of new TVCs,” says Parag Ghandhi, Director, Flying Cursor, on the idea behind going digital first.

     

    Mr Ghandhi adds, “Also the campaign is youthful, humorous and has an instant connect with the target audience which allowed us to creating engagement and a sense of delight among fans rather than just asking them to watch the new TVCs. The whole digital plan is a buildup to take the traditional media beyond viewership and conventional mediums.”

     

    Using Facebook, YouTube, Twitter etc, the ads will be released across all platforms and several contests are also being launched simultaneously. The hash tags #Shabhash and #Dontshare which capture the essence of the campaign will be integrated within the entire plan. An extensive outdoor and radio plan is also in the offing.

     

    Marketing mix

    Bisleri has earmarked 30 percent of their annual marketing spends towards the campaign and would be spreading it over three months starting April 2013. “We have planned an integrated marketing approach for popularizing this campaign and hope to connect with the target audience effectively,” says Ms Nathani.

     

    The campaign spreads across metros, mini-metros and across GECs and youth-centric channels. The integrated marketing plan also features on-ground events which are being managed by Nash Events. A series of flash mobs/ fun contests are being planned for key metro cities.

     

    By the end of the year Bisleri is looking at a 40 percent increase in the 500ml SKU.

     

  • Shruti Haasan will to help drive brand's digital and online fashion campaigns

    American Swan signs up actress Shruti Haasan as its digital Brand Ambassador

    By A Correspondent

     

    Global fashion and lifestyle brand American Swan(www.americanswan.com) has announced its association with Shruti Haasan as their digital brand ambassador. The design concept of American Swan collection is aimed at the fashion-forward youth offering a range of authentic smart casuals to people who seek an aspirational, glamorous yet restrained lifestyle. Earlier last month the brand had roped in India’s upcoming cricketer Unmukt Chand to celebrate its “Young Achievers” campaign and this association further reinforces the brand’s ethos in the direction.

     

    Speaking about the association, Anurag Rajpal, Director and CEO, American Swan said, “We at American Swan believe we have our finger on the pulse of the fashion conscious youth and our Spring Summer collection offers international styling & trends. We are confident that with this association American Swan will be seen as a brand that celebrates the dreams and aspirations of the youth.”

     

    Mr Rajpal further elucidated, “We aim for a differentiation through our brand relevance & positioning: To offer affordable luxury to an aspiration-led audience that seeks International quality & fashion. While the e-commerce space in India is defined by deals & discounts, we believe in wooing customers with ‘True Value’: to offer trending fashion and top-notch products at affordable pricing.”

     

    On the occasion, Ms Haasan added, “I am delighted to be collaborating with American Swan and I personally relate to the brand and their collections as they suit my style sensibility. I am confident that the brand will make a mark in the fashion and retail space.”

     

    American Swan is a part of The American Swan Lifestyle Company (www.taslc.com), a dynamic Fashion & Apparel Lifestyle Company.

     

    To enhance the brand’s reach, American Swan has spread its wings and the merchandise is also available on other leading e-commerce sites including Jabong, Myntra, Flipkart, Pepperfry, Yebhi, HomeShop18 and select leading MBOs across the country.

     

  • Capgemini has announced the launch of its new brand campaign, showcasing employees as part of real-life stories/challenges

    Capgemini India launches employee-centric brand campaign

    By A Correspondent

     

    Capgemini has announced the launch of its new brand campaign, ‘Be the YOU want to be’, showcasing employees as part of real-life stories/challenges. The campaign aims at promoting Capgemini as a preferred career destination, by highlighting real stories of Capgemini team members – their experiences, challenges and other key elements that have helped them develop as a person and as a successful technology professional.

     

    Commenting on the launch of campaign, Rajesh Chandiramani, Senior Vice President, Marketing & Sales, Capgemini India says, “The new campaign brings out real life stories of our employees, who have overcome personal and professional challenges, which are typically faced by technology practitioners. Through this initiative, we want to communicate to aspiring audiences on how Capgemini is offering the desired environment for professional growth.”

     

    The organization is developing nine key objectives, which will be used in a series of advertisements. These directions work in harmony with a Capgemini story or challenge. In this way, the company is providing prospective employees with an aspirational and real picture of what their professional life could be if they pursue a career at Capgemini.

     

    External audiences will be connected through emerging and existing available platforms such as mobile, print, online advertising and outdoor billboards. Social media will be at the heart of the campaign and used to engage prospective employees. Outdoor advertising will be seen in key metros and cities such as Mumbai, Kolkata, Trichy, Salem and Thiruvananthapuram.

     

  • The 6th edition of the Mint Luxury Conference brought together the stalwarts of the international luxury market to deliberate on the future of luxury in India

    Mint conference discusses next decade of luxury in India

    By A Correspondent

     

    The 6th edition of the Mint Luxury Conference brought together the stalwarts of the international luxury market to deliberate on the future of luxury in India. In view of the growing importance of the country in the global luxury industry, Mint, the business daily from the house of HT Media, initiated the conference to bring together stakeholders on a common platform to discuss the business of luxury. The theme of the conference was ‘Luxury in India: The Next Decade’.

     

    The two-day conference took a hard look at the new world order of all things luxurious. The panelists debated, ideated and proffered solutions for the fast growing luxury market in Asia.

     

    Fulvia Visconti Ferragamo, Vice President, Salvatore Ferragamo, shared her definitions of luxury. She said, “Luxury helps us feel special in every moment of our lives and helps us dream. High quality is the essential element of luxury products. High quality is the result of creativity, colours, shapes, craftsmanship and attention to detail.”

     

    All luxury brands have made their way to India and luxury is finding a new home in Tier II cities. According to a recent AT Kearney Luxury in India Report, luxury products have grown the fastest at 29% to reach a size of $2.05 billion, well above expectations of 23%. Jewelry, electronics, cars and fine dining have grown exponentially, while apparel, accessories, wines and spirits have continued their strong growth.

     

    Joydeep Bhattacharya, head of consumer products and retail practice for India at Bain and Co. spoke about the luxury retail environment in India – “At a minimum, there’s got to be a more favourable regulatory environment than one that is there right now. Secondly, there has to be far more availability of the right kind of infrastructure, but that’s more like a necessary and not a sufficient condition. What’s going to help realize the potential of the market is making sure the right luxury brands make the appropriate investments in retail, in awareness, in brand-building in order to generate demand.”

     

    Sanjay Kapoor, CEO, Genesis Luxury, part of a panel debating the topic ‘The Luxury Market in India is Set to Explode’, expressed his views on FDI in multi-brand retail recently approved by Parliament. He said, “It is a positive development. It doesn’t really worry us whether a brand of ours will go single. It is good for the economy and the market. It is important for brands to do well in India. There has been so much negative PR around India and that needs to change.”

     

  • At Goafest 2013, Bollywood director Abhishek Kapoor outlined his personal struggles and exhorted the industry to be competitive, not complacent

    We are not competitive, we’re lazy: Abhishek Kapoor

    Abhishek Kapoor

    By A Correspondent

     

    Speaking on the theme of “Do what your heart says” at Goafest 2013, Bollywood director Abhishek Kapoor, who received a rousing welcome with whistles and cheers from the audience, shared how his early years had been a time of struggle and a lot of self-doubt. Still, he said, he had persevered because he believed in what he wanted to do. It is all the more difficult to carry on when everyone around you is casting doubts on your goal, he remarked.

     

    He said he grew up surrounded by films but didn’t really want to become an actor. He considered different careers including a dotcom business, but it took 4-5 years and a slump to make him start writing.

     

    After his ground-breaking Rock On, it took four years to make Kai Po Che, he said. “It is difficult to do something you believe in. it was a difficult film to make, but when it came out it was immensely satisfying.” He said it was the many failures and setbacks he had encountered which had driven and sharpened him to do better work. “Success is all very well but it is the failures which are important in my life,” he remarked.

     

    Mr Kapoor was scathing about the state of the film industry in India. “People are not competing, they are lazy. We are congratulating ourselves on making something but it is not standing out, there is nothing new.”

     

    Compensation played a significant role in this, he said. “We don’t pay writers. But when the film reaches the stars level, that is when payment starts, because the stars are there.”

     

    The audience responded enthusiastically to Mr Kapoor’s talk with questions, in a session moderated by Madhukar Kamath.

     

  • Speaking at Goafest 2013, Shiv Singh, Global Head (Digital) of Pepsi, outlined five marketing ideas which he said were important in the current climate

    Leave marketing behind: Pepsi’s Shiv Singh

     

    Shiv Singh

    By A Correspondent

     

    On the second day of knowledge seminar sessions at Goafest 2013, Shiv Singh, Global Head (Digital) of Pepsi, spoke about “Why no one cares about marketing” and outlined five ideas which he said were important in the current climate.

     

    1 Leave marketing behind

    Expanding on this, he gave the example of Beyonce’s unmarketing campaign, #beyherenow. “It was not just an ad but a new lens into Beyonce,” he said. The ad also launched a new song, Grown Woman, and the visuals and lyrics were anchored in the culture of her past and her future. It was the start of a deep creative collaboration.

     

    2 Think about experiences, not more ads

    In an age when every brand can have a tangible relationship with customers, original programming, owned or shared distribution, and sustained engagement and loyalty are replacing traditional marketing, Mr Singh said. He said digital data should be used to drive new business insights. “The insights you get from social impact how you understand cultures, consumers, brands and products, and how you can predict sales and measure engagement.”

     

    3 Bet on Facebook.

    He said that though Facebook was here to stay, the mere number of likes a brand has on Facebook is meaningless. “Having a lot of likes is like having a large hall with empty chairs. It’s meaningless unless you have people sitting in these chairs,” he said, adding that it is more useful to have a smaller audience that engages.

     

    4 Develop a 365-day culture. When the customer is listening 365 days, the brand should be there too, Mr Singh said. Realtime marketing is the answer, with realtime insights, and response, content studio, co-creation and distribution happening in real time too.

     

    5 Capitalise on the India opportunity. He said advertising needs to look at new forms of creativity. “Commercials are videos. Embrace that notion now,” he said, recommending that agencies should hire as many journalists as they have creative directors.

     

    The Q&A with the audience at the end of Mr Singh’s presentation was moderated by Viral Oza.

     

  • The key challenge for any digital campaign is to identify the right target audience and to creatively engage with them, says Sunil Kataria, Executive VP, Marketing and Sales, Godrej Consumer Products

    Godrej aims for digital connect with consumers

    By Meghna Sharma

     

    As more and more brands enter the already cluttered market today, the challenge for any brand is not only to reinvent itself but also to gain and retain new customers.

     

    Companies are invading the digital space as they see a lot of potential in the medium to tap their audiences. Selling the brand or product is no longer paramount – the aim is to develop and sustain a relationship over a period of time. And as youth are increasingly spending more time on social media, promoting a brand/product/service digitally serves the purpose of attracting and sustaining.

     

    #InViratsHead, #MakesMeAlive, #colouryourfriends and #firsteverfragranceapp are just a few hashtags of the various digital campaigns Godrej has launched lately. The company re-invented itself and has been implementing innovative techniques on various forms of media to drive awareness and establish brand tonality and brand connect with urban TG.

     

    The aer Twitter campaign #colouryourfriends and #firsteverfragranceapp garnered more than 12,500 tweets, reaching out to 6.7 million people and creating more than 47 million impressions in a span of three days.

     

    MxMIndia spoke to Sunil Kataria, Executive VP, Marketing and Sales, Godrej Consumer Products Limited (GCPL) on the insight behind their latest campaigns.

     

    Lately, Godrej has launched a lot of campaigns digitally. What has been the thought process behind them?

    Godrej as a brand believes in building a connect with the consumers at every step across platforms. Companies across sectors are leveraging social media to connect with consumers to get instant feedback. For companies it has not only been to sell a brand/product to the consumers but to develop and sustain a relationship over a period of time. The youth are increasingly being spending more time on social media and a lot of their conversations on this medium influence their shopper decisions. Promoting a brand/product/service digitally serves the purpose of attracting and sustaining interest among their consumers and it could be done in innovate and engaging ways. The Godrej campaigns for Cinthol and aer have been the most trending on Twitter lately.

     

    How do you see the digital platform help the brand to rebrand itself in the market?

    With the growth of internet and rising popularity of social media among younger audience it is imperative for brands to create a very significant presence in the digital space. Also, the increasing use of smart phones has significantly reduced consumer consumption of traditional mediums of TV and paper. The digital medium is an exciting platform for brands as they communicate with the consumer directly and the consumer can share his experience with the brand. Apart from that, key influencers/celebrities who are a part of a campaign also help to reach out to a larger pool of audience since the fan following of these influencers get acquainted with the brand through the campaign. For example, fans of Virat got acquainted with the Cinthol brand through the #InViratsHead campaign.

     

    How much is the budget for the digital platform?

    The budget is 2 percent of total ATL budget for digital media.

     

    Apart from digital, what is the marketing mix of the brand?

    Godrej aer is promoted through a 360-degree marketing media. The media vehicles used are TV, Print, Radio & Digital media. Brand has been doing innovations in all the media vehicles planned. Olfactory marketing experience generating initiatives are planned at important touch points like car accessory stores, modern trade stores, petrol pumps and lifestyle-oriented touch points like a gym etc.

     

    With competitors too exploring the digital platform, how can one deal with it to stay ahead in the clutter?

    With the growing popularity of social media and increasing use of digital medium by consumers it is imperative for brands to have an active presence on the digital platform. Consumer conversation on social media influence shoppers’ preferences and hence brands needs to be a part of these conversations to gain new potential customers and sustaining the existing ones. The key challenge for any digital campaign is to identify the right target audience and to creatively engage with them which has been the key focus area for the campaigns by Godrej #InViratsHeadwas trending for three days and # firsteverfragranceapp was trending for two days, which is a clear indication of huge consumer response that the campaign received.

     

    And lastly, where do you see the digital platform in the next five years?

    Increasing internet penetration and demand for smart phones will only increase the engagement of consumers on social media. We could probably see new social media apps being developed to cater to custom made requirements. Consumer would also find new platforms of communications similar to Facebook, Twitter etc which would further accentuate the brand engagement with consumers. Digital will definitely be the pivotal focus of most marketing campaigns and will be the new battlefield for brands to fight for consumer attention.