Category: MEDIA

By Sanjeev Kotnala

It was late evening. The TV was on and I was using the ad breaks to make some calls, when out of the blue, my daughter asked me a simple question.

Papa what would you have done?

When?… I had no context to the subject.

If I told you, I am going to my friend’s house for overnight study. Then, late at night, called to tell you that I was in Lonavala with friends.

Preetica, what is this? I know, beta, you will never do that… (A doubt crept in) will you… but why would you do that … I was now getting worried not knowing where it was leading

No, think if I really did.

Ok… Parenting instinct kicked in… I would ask you to hold where you were… take the address… comes over to pick you… However, I know you would never do this. Right? (There was a father seeking confirmation)

What if, I said I was feeling guilty having lied and hence was calling you to inform.

I do not think there would be a change in my reaction. If you have to do something behind my back without informing me, then there is no trust. Or, say, the trust is broken. And it would not be the right thing, otherwise why would you do that. Not to encourage you, (Tolerate would have been wrong word) I would come and pick you up.

Papa, I love you.

Suddenly the Kinley TVC came on. I saw the interaction between an ultra cool unworried father and daughter. I realised what made my daughter pose that question. The communication was not right.

My wife joined the discussion and this time I head another take. Do you advertising guys (I am still seen as one) truly believe that a father in current times would be ok and tell her go to sleep. WHAT KIND OF A DAD IS HE? I just hope you do not react like this. Trust is one thing and this is rather a serious breach of trust. It cannot be overlooked. And because you have 20-30 seconds, there is no check – where are you, who are the friends, do we know them, can I have alternate number, when would you be back, don’t do this again! Now, do not give me the argument that not everything can be shown. Consumers need to complete it in their head. And did Manmohan Desai show Jai and Viru reloading their revolvers every tine?

I then talked to as many people I could and realised that they find the situation and the talk dumb. As dumb as ‘Sachaai Har Boond Mein’.

My wife was not finished with the subject and in the morning she fired another salvo. What is the kind of an industry you work in, it raises a debate when boss (wife) lovingly cooks for her husband but is silent when a daughter lies to her father. Or all such things are well-timed PR for the industry. Good, now people hardly believe and they laugh or switch off (mentally) during the break.

I did not tell her this was by O&M and what Piyush Pandey had to say for it. May be  ‘Paani  ki har boond mein sachaai’ in sometime will be as strong as ‘Fevicol matlab mazboot jod’. I personally doubt it.

May be (that is all there to say) the TG which consumes mineral water has a differentially moral values and culturally so open that such behaviour is common and justified. May be their dads are not a worried lot. May be they expect that sometime daughters lie. To them her calling and letting him know is a victory. It is not important that the daughter had not only lied and gone out of town. OVERNIGHT. The representation did imply that dad was not calling from Khandala but from a nearby town like Mumbai. No question, no creasing of forehead. Absolutely calm. Totally in control. A dad that definitely does not represent Bharat.

I read Piyush defending ‘It was all about picking instances from real life with two possibilities. Avoiding unpleasant by lying or taking the courageous path of being honest and facing the situation. And honesty brings an inner strength to face the results’. No issue with this thought, it is a strong one and that helps the brand move a bit more positively forward with the theme, but the situation sucks.

People from UnMetro that I spoke had a simple reaction. Sautela Baap hoga. Kaisa baap hai kuch bhi tension nahi.. Beti ne toh bhata diya. Boli neend nahi aa rahi thi. Aab woh soyegi aur yeh jagega poori raat. (Must be her step-father. What kind of a dad is he? No tension? Now that she has told him, she will sleep and he will be awake the whole night).

My friend’s grandmother with her wrinkled toothless smile had the best take. Hota hai beta, is umar mein hota hai. Aab kya mohalla uthayega. Prathana kar theek-thak wapas aa jaye chhori. Ghar aayegi tab dekhlenge phir kaisey khabhi pair rakhti hai baahar. (These things happen in this age. Now will you wake up the mohalla. Just pray she comes back safe. And then we will she how she steps out of the house ever.) I completely understand her point of view.

Then someone said she has gone to Lonavala not Khandala that the dad should be worried. I think this is the only place where Piyush and team is right, picking the right reference avoiding ‘Aati kya kandala’ links.

……………………………………………………………………………………..

Sanjeev Kotnala is Head Catalyst at INTRADIA and believes that the best way forward for an Organization is to enhance the potential of  internal teams instead of depending on external resources. He is a management- marketing-media consultant and also conducts specialised workshops in the area of ‘Harvesting and LiberatingIdeas’ and Innovation.  To contact email netkot@yahoo.com or tweet at s_kotnala visit www.intradia.in  www.sanjeevkotnala.com

Sanjeev Kotnala’s ‘KOTMARTIAL’ appears on Wednesday. It couldn’t be carried yesterday due to a tech hitch.

By Sanjeev Kotnala

Today, the 8^th South Asia INMA Conference gets underway in Delhi. In this zone circulation and revenue in print continues to grow. But, the threat from  the global digital wave and mobile screens today is more real than ever before. No one is willing to bet on the Indian print industry’s readiness for the tipping point, that may not be  too far in future.

INMA South Asia Conference opens to the theme; “Print: Transform Diversify Grow!”. The descriptor ‘How can the South Asia Newspaper industry grow grow grow in the current scenario? ‘ is hopefully more a statement of intent than of fear.

For a reference check, let’s unwind to 2013. INMA forum resonated with  speakers propogating digital becoming a part of regular media plan. One can agrue that it’s not yet the situation, but it is tough to deny the way wind is blowing. One does not need data to support such statements. The  consumer experience and observation in metro is enough of an eye-opener. And honestly it would be surprising if more than 50 percent of the delegates would have read the newspaper today.

Extrapolation of metro behaviour into Tier-II and Tier-III towns may not be statistically valid, but the new generation in markets after markets have adapted to Digital in more ways than one. We should be thankful that it is still centered around e-mail, Facebook, Whatsapp, e-retailing  and games, as digital fails to answer their hyperlocal needs. Digital after the tsumani of cheap smartphones is definitely more sexy, engrossing, involving and engaging than print.

On the  other side, Indian publishers refuse to read the line.  Instead of fast adapting and experimentating with the ‘Print + Digital’ or  ‘New Print and/or New Digital’ format they been myopically resisting it. In India one is not worried about the newspaper format dying soon. It has its buisness viability and reader advertiser involvement is something that will be questionned at every stage.

The changing environment is not really about ‘Digital Vs print’. It’s about service, need fit, utility and value add. The reader will continue to source and seek their newspaper, if there is something relevant in it readers that only newspapers can provide,  There is no direct and clear answer to it. Print anyway  has never been colloborative and we should not expect it to change. The biggies like The Times of India, Hindustan Times, Dainik Bhaskar, Dainik Jagran, Hindu, ABP, Amar Ujjala, Rajasthan Patrika will never come together to explore and lead such possibilities. If it’s not enough that they are as brotherly as Kauravas and Pandavas but there are enough Shakunis and Dristhrastras in this game.

In INMA, you should be seeing the dominance of Sales, Marketing, Brand and  Circulation. Editorial as usual is expected to be sadly under represented*. Editorial is busy protecting its turf from demands and dictates of marketing  and management. That leaves very little time for rekindling enagagement and interest of readers. Very few resist the change, and very few lead the change.  Hyperlocalaisation is an old story.  Credibility as a rationale is dead. And there been nothing new in print space worth writing home. Success and future survival of titles is hinged to their content.  Edit (and industry) has failed the trust of readers in changing with the times (LOL). They have failed to create relevant content which could keep the romance on fire. In the new world, they have failed miserably in giving reader a reason to read. The world unfortunately is  changing. Now you do not hear ‘I can not live with out my newspaper’ but what echoes is nightmarish ‘Don’t know when I started not-missing my newspaper’.

I want to share  an experiment conducted by a leading newspaper group. Readers form different zones were called to share their experience with senior management. What is imprinted in mind is the 15 minutes of spellbinding conversation with a  young reader from Indore.  He raised an issue which the industry better be focussing on. He said ‘The excitement which I used to feel when I picked up the newspaper is  dead, There is nothing you are adding to my lfe’. He was categorical and it jolted me when he said in his fearless voice  ‘You are doing no service to me, you are costing me time. Should I not be charging you for the obligation of reading , which keeps you in business’. He finished the evening with a question that did not get a answer ‘Give me a reason, one good reason to part with my 5-10 minutes of my daily time. Give me a sense of missing if I do not see you. Don’t be my Dadi (grandmother), keep the romance alive, Be my girlfriend’

*Based on all earlier INMA  conferences.

Sanjeev Kotnala is Head Catalyst at INTRADIA and believes that the best way forward for an Organization is to enhance the potential of  internal teams instead of depending on external resources. He is a management consultant and  conducts specialised workshops in the area of  Liberating Ideas and Innovation.  To contact e-mail netkot@yahoo.com or tweet at s_kotnala visit www.intradia.in  www.sanjeevkotnala.com. The views express here are his own.

 

By Sanjeev Kotnala

The passionate print guy in me waited through the Navratra for some surprise. I have not seen, heard or read about any Innovation in Print for sometime.

Print has moved from Basic innovations: Size, Shape, Position, stapling, sticking and false cover etc., no longer innovations to Technology-based innovations: Gatefold, Double gat fold, Central gatefold, Outer fold, Inner fold, outer cut etc. soon these will lose the innovation tag. That leaves Exotic sensorial innovations: 3D, audio, smell, image treatments, Heat sensitive or soluble colour based etc. And this still is an unexploited territory.

I know there is lot possible in print. In the Dainik Bhaskar Group I have been exposed to the spectrum of possibilities. I fear they will remain in files and not find a client sponsor to implement. This in my view will be most unfortunate.
Today, more than ever before, print needs innovation to bring back some mystic and romance in the category. Lack of innovation during Navratra is not a good sign. I hope in the four days of Diwali we will see some print innovation.

Some of the reasons cited for this are –

1. Digital is the new attraction and focus with agencies and clients. Digital and TV create their own buzz. Print needs to shout.

2. Print innovation is costly and geographically restricted. No one wants innovation beyond metros. And anyway there is no way to measure the change in impact from a simple ad to an innovation.

3. Death of private equity where the cash cost of innovation was cushioned

4. There is a lack of knowledge not only in client and agencies but also within the sales teams at publications of the possibilities that exist

5. Print sales team are not aware of possibilities in other media (specially Digital) and hence can not think of ways to counter thrust

6. Low return on time spent for media and creative teams. Print media is not given importance at client’s end. Print awards do not have the same oomph factor as TV and digital awards. And there is no print talent or talent wanting to work on print

7. Across media the goalpost has been shifting but print seems to be tied to old school and is yet to grow out of Space Selling mold

What the Print Industry Can Do? Sporadic individual efforts will not yield the result good enough to shift the inertia. It is time to invest or to sign the death warrant. The choice is open and clear.

1. STOP SELLING SPACE AND INNOVATION. Print has failed to keep kept pace with the changing needs. Still selling space. They should have been investing in knowing the brand they service so as to provide right solutions. Not surprising that most newspaper sales teams do not see/know the ads released against the RO.

2. STOP FOCUSING ON DIGITAL. Time to collectively find ways to sustain fast eroding Print equity. Stop industry forums to rehash the same futuristic discussions. Print + Digital is a model that will work best when Print retains its strength. Industry will do itself a favor by discussing ‘TODAY- NOW & HERE’ than talking of years down the road.

3. CLIENT ENGAGEMENT. Maybe in INMA (November) discussion should centre on ideas and ways to create client engagement programme.

4. SHOWCASE PRINT INNOVATION. What has INS done for the print industry in business domain? Nothing. The least it can do is create / maintain a print innovation reference site showcasing possibilities in print.

Newspapers need to be open and frank in ideation. They are right now cocooned fearing someone else will ride on their ideas. Trust me, keeping the Innovation secret will never work. If not you, someone else will work with the client to do things you have been holding back.

5. Subsidies innovation. It may sound horrendously non-business like but try it to bring excitement back.

6. High incentive ‘Print Innovation Award’ created and promoted by INS. Make it really larger than life. So big that the creative and media teams find reason to resist digital pressure. There was an annual competition called THINK PRINT – publications need to rejuvenate that in somewhat contemporary way.

7. CONNECT WITH CLIENTS. ASK FOR DIRECT BRIEFS. The trick lies in direct interaction with client’s marketing teams. Get the brief directly, interpret it and pitch with relevant and practical innovation. Media and creative agencies may not be your best friend in this battle. Remember you are not the preferred media or business partner. Also, don’t bank on your DTP operators for the creative. Invest in outside experts. Do whatever but DO NOT force fit a possible innovation or push just because that us what you have to sell.

8. Focus on measurement matrix. If the need of the hour is to measure engagement and involvement, then MRUC must focus to find means to measure it, instead of concentrating measuring cross indices with TV and Digital in IRS. Publications must be vocal and fund / find matrices that can demonstrate / measure impact amplifier effect with innovation and even cross media communication

9. Educate clients and agencies.

Easy to say tough to do. I have seen Dainik Bhaskar push this agenda with limited success. Maybe at Industry level it may succeed. An event by INS or by the Top 5 groups that engages clients and agencies. Expose them to possibilities in print. If for gaining dedicated time you need to take members abroad, then just do it. Don’t wait.

But if you believe that Innovations agenda is misplaced and nothing can enhance print excitement; just ignore what has been said above.

Sanjeev Kotnala is Head Catalyst with P1P2Solutions. To connect mail at netkot@yahoo.com or tweet at S_Kotnala

By Sanjeev Kotnala

I am told there is election today in Mumbai and Rest of Maharashtra. And I would not have believed that but for the inked fingers on my Facebook timelines and the flurry of full pages in newspapers over the last two days.

I am from an old school of Election frenzy. Having helped Sharad Yadav collect funds when he first stood for election from Jabalpur. I hope country forgives me for that mistake in judgment. Have stayed as late as till 2 am to listen to Shri Atal Bihari Vajpayeejee. And have listened to local orchestra filling up for a late-latif VIP. The current socially hyperactive intrinsically digital generation is unfortunately missing the fun.

Earlier there were massive clues for you to know elections were on. People would go door-to-door canvasing. Every corner would become a rally point with crowds contributing towards a hugely chaotic traffic. Loudspeakers, posters, pamphlets and full-page print ads would keep you company.

Blame it on the Election Commission for taking out the juice from elections. Restricting a ridiculous low piggybank amount as the spending limit. Coming down heavy on Paid News. Local administration added time and decibel limits. No late loud broadcast of a local meeting. EC minutely scrutinises use of flowery language by candidates. Elections now are seriously no fun.

There are no ads in newspapers and I don’t mean the full pages. Print under the disguise of responsible media still grudgingly covers elections. It’s more of an optimist attitude refusing the death of a cash cow. The socially responsible  (LOL) debates in news channels are a blindspot. They anyway shout in this manner throughout the year.

But, some media are benefiting from the EC’s low spending limit and really addressing the vote bank. Radio is on an overdrive. Congress, BJP, Shiv Sena and other are busy finding their voice in multiple languages. Shiv Sena spots in English and BJP in Marathi can be heard. Organized outdoor is sporadic again crumbling under the expense limit. Social media has been sort of keeping low.

But what do you do when you are not aware of the candidates in your zone. You do have 3-4 choices. NOTA: most likely you will not use this as a meek protest and just a statistical item on news coverage. You are unlikely to vote for a candidate you do not know. Not voting is not an option. How will the Selfie happen? May be you will vote for a party and not a candidate. And that would be the failure of the Indian democratic process.

 

Blame it squarely on the Election Commission. By capping the expenditure at a ludicrously low amount, EC has in fact done disservice to the nation. Indian elections were meant to be democratically challenging. Parties and candidates should have collectively decided your vote. Social media-dominated General elections have shown how damaging party-led voting can be. As unknown and even ill-famous candidates have taken advantage of party tsunami.

EC limit is like the INR 35 poverty line. Absurd. How can a new candidate (mostly independent) be expected to reach out to the masses about qualification, achievement and challenges or just Why should public elect them. In one stroke this has ensured death of individual candidates.

Mayb e when our RIGHT TO INFORMATION is being denied by this act of EC, it is time for government-sponsored neutral election communication.  Let EC use any media or medium but communicate in the local language and English. Just tell the voters about the candidates, their picture, achievement, assets and criminal record etc. For candidates seeking re-election add usage of last funds. May it would somewhat negate EC fault that is leading the country dangerously towards a full-blown silent soft party led elections.

And while we are at it, ensure elections are held on weekend or Wednesdays to bring down incidence of weekend clubbing for holidays. And introduce compulsory voting.  If you do not vote without a valid reason, you should be a fined an Election Tax. Your right to question government or seek government jobs stands withdrawn.

Above is a full-blown orgasmic fantasy: till then let me go and vote for a party and shout loud on the Social Media. I am a socially responsible citizen!

By Sanjeev Kotnala

I am enjoying the TOI-HT fight for Delhi-NCR supermacy. Are you?

You may love TOI for the action and pity HT for pathetic explanation or be completely neutral with ‘I don’t care -WTF’ attitude. The lines are drawn depending on ‘who you hate’ and ‘who you love to hate’. Trust me, you will enjoy this, when you pick your side to fight for.

For me this is not about TOI-HT or ABC-MRUC or IRS. It is about anomalies in syndicated third party studies and audits. The truth is that the industry would really want to trust these surveys and report but they can’t. Net-net, the industry suffers.

On the other side, it is adrenaline-seeping excitement injected in the inert print planning environment. May be the print industry needs such episodes at regular intervals. Like Dainik Bhaskar-Rajasthan Patrika, Dainik Jagran-Dainik Bhaskar- Punjab Kesari, Hindu-TOI, Divya Bhaskar-Gujarat Samachar, Divya Marathi- Lokmat to name a few.

It’s about the state of affairs, where just like the Oscar Pistorius case, the IRS is served a unanimous verdict for its process and data robustness validity.

In such a situation , all you have is your point of view. Which is the root cause of what is currently happening.

TOI is known and respected for its synchronised all guns blazing attack.  It’s no different this time (case facts at the end). TOI has taken a leaf out of a Standard Operating Procedure  at Dainik Bhaskar and adapted the famed process of ‘let stakeholders see reality at ground zero’. TOI was smarting under the tainted IRS 2013 and ABC took its pain to next level. Result: TOI launched  ‘THE TOI CHALLENGE’. Trust me this frontal confidence and trick always works in B2B scenario.

You would have seen the simple but brutal video with a super- ‘For Internal discussion / usage only not to be forwarded to anyone else other than the intended recipient’ video ( 24280 views !). No one believes that super but it saves some skin.  http://www.youtube.com/watch?v=eMGC53YlDz0 .

Look at it differently. ABC stipulates that while reporting combined circulation data the constituent’s title/ edition detail is a must. For TOI to be correct, at least one of them –  HT /ABC / MRUC must be wrong. In that case, some communication is definitely misleading. ABC and ASCI please step-in.

Technically speaking, if you have to depend on only one parameter for print media planning, it should be Readership and not Circulation. Circulation is somewhat outdated, over-manipulated, completely misunderstood and under-leveraged. Irrespective of the newspaper title, the circulation-readership ratio would move in a narrow band for a given market–language combination. Market forces like  circulation will course-correct it in case of a deviant picture. Circulation can play the role of initial benchmarking for print planning.

In an era of media fragmentation, readership  through content consistency and quality reporting defines Circulation and not the other way round. In long term, neither pushing copies to gain readers nor buying/ hoarding/ burning works.

But then above is a picture of idealistic world. The current IRS and ABC along with publications like  TOI, HT, Dainik Bhaskar, Dainik Jagran, Lokmat tell me just one thing:  ‘Believe at your own risk’. I am still learning.

So, something must change and it must happen at the root of the process. The ABC must treat titles as independent allowing no combo-reporting / listing / communicating. The IRS in addition to improving its processes/ systems/ data robustness/ industry involvement / cross check/ high data security must differentiate within groups and subgroups of title if ownership is differentiated or the media space is bought and sold separately.

But there is no messiah in sight to attempt to redefine an idealistic research envirounment.  So until that time, take a side you’d like to back and enjoy the next round!

The TOI-HT Battle File:
FACT   :

• ABC JD 2013 – DELHI NCR- HT 10.6 TOI 10.4 lakh copies

TOI CLAIM / ANALYTICS/ INFERENCES

• HT 2 Minute is on 12-pager (average) priced much lower than HT MAIN and inserted with HINDI HINDUSTAN Monday to Friday.
• 26% of 10.4 lakh (2.75 lakh) copies of HT’s circulation refer to ‘HT-2 Minutes’
• HT 2 MINUTE carries only 30% of HT MAIN ads.
• Maybe the advertiser is unaware that the ad is not exposed to this 26% HT 2 MINUTE reader
• Even if the ad is carried in HT2MINUTE, it reaches an  unplanned first preference Hindi readers
• ABC JD 2013. TOI’s fully loaded edition (regular copies: Listed in ABC as ‘single’ / ‘combo’) is 38% ahead of HT

TOI CHALLENGE :

• Seeing is Beleiving. Come and see for yourself.  We outsell HT in every Sales Point/ Depots. with this new campaign.

 

Sanjeev Kotnala is Head Catalyst at P1P2SOLUTIONS and can be reached at netkot@yahoo.com. The views expressed here are his own.

By Sanjeev Kotnala

India has three religions: Cricket, Cinema and Religion, not necessarily in that order. All of them are full of stories, characters and personalities. The viewers and followers (audience) fall in love with the story and the characters in them. Yet we have been more focused on the message than the story. Once we correct this anomaly, the brand message and brand cut-through will automatically happen in our communication.

Look at Sholay, Kabhi Kabhie, Dabang and even Bheja Fry. Look at the last ball win and the tandav of an inning by Sehwag. Try understanding the matches you remember. Feel the engagement of blockbuster Mahabharata and the power of a dramatic message delivery in the Gita or the well-crafted real life characters in Ramayana. Look at your own first love and may be your last love. They are all characters brought alive with memories and impactful small stories (episodes). An integral part of our relationship with them and it logically should hold true for the ads we produce.

The scenario is not so bad. Some brands do reflect a brilliant understanding of it. We smile with All Weather Voltas AC Murthy. We debate the Airtel; ‘Boss Can Cook’ and share a smile with Airtel ‘Soon to be Married’ TVC.

Is there something special about them?

And the answer is simple. They don’t overtly sell a brand proposition, message or benefit. It gets delivered silently and effectively. We don’t have to exert to relate to the situations. They bring smile to our face without intellectually challenging our thought process and social norms.

They are a treat to watch. We savour the mood enhancement delivered by them and fall in love with the characters. We react violently if the future script fails our expectations. Remember the famous K serials and their art of reviving dead even after cementation.

These story-centric TVCs give us a ringside view to the episode in the life of the character. Take the Murthy example. He is our next-door neighbour with a south Indian tone. He has been transferred many times over and every time his Voltas AC saves him from the weather and other elements including his father-in-law test. The stories are all about his experience and the advice is woven into it. He leaves the thought with us and waits for the BUY penny to drop. So much so, that few Non-Voltas AC owners can be expected to seek or recommend ‘Murthy wala’ or Voltas AC.

We have been friends with Murthy for long. Slowly his wife and then his father-in-law made were introduced. We are slowly coming to know of this endearing family. Maybe later his sister-in-law, his mother-in-law, brother and sister will join. The south Indian pronunciation and slow dialogue delivery add trust to message delivery and comprehension in North India too. Hats off to the creative team, casting director, the scriptwriter and the client. There is a lot of juice still left in Murthy for creative to exploit. And on top of that Murthy and wife are a loving couple, who can lend themselves to newer roles.

The simplest of the stories address the Smallest Consumer Unit (SCU) around which the life of the customer revolves. It is not an individual but a complex set of relationships defined as family. They are like the Kilo Bots. The individual mind, taste and experiences fighting, pleading, debating and trying to convince at the same time. Every SCU (family) member takes on roles as per the demand of the situation. They are the opinion-makers, influencers, customer, consumer, early/late adapters and the buzz creator. Our story and characters must be friends with them to go past their logical and emotional test.

Life after all is a long story comprising many short episodes.

Unfortunately, the creative process is usually trapped in discussion of under and over delivery of brand message(s), the pack shot, the flowing hair, the hold of soap, the revolving mobile and so on. It should give equal focus to the character, relationships, story and dialogues.

Kurkurey, Maggi, ZooZoos and Jago Re do this brilliantly. Add the Airtel ‘couple ad’ to the list, where, we voyeuristically become part of their love talk. We smile when she with a perfect expression says ‘Hum Raat Bhar Baatey karengey’ or the doubt ‘Ha sahi kar rahey hai’ question at the nth hour. Such relationships are rich in language, cultural and even play with stereotypes allowing for a creative riot. Airtel brand has an opportunity to build on the story with episodic unveiling of their experiences. Show us the life progression as a story ( the soap of TVCs) while strongly delivering the desired message & experience. You tell the story right – to deliver the brand message right.

Sanjeev Kotnala is Head Catalyst, P1P2Solutions. He can be reached at netkot@yahoo.com