Category: NEWS

  • A Tryst with Books and Gen Z

    A Tryst with Books and Gen Z

    With apologies to none at all

    By Vikas Mehta

    Vikas MehtaMy daughter is an avid book reader. She actually reads books. That’s offline reading. Not Kindle or from any online site, but physical books. And that is a rarity. Since childhood, she would never get any pocket money but a monthly allowance to buy books. I would try to gently nudge her into buying some books but her independence in choosing her own genres came through at a very young age. Even now, books are her indulgence. Maybe that’s the reason she is doing graduation in journalism with creative writing as her elective. Three months summer break and she has already bought around 25-30 books and is now stocking to take some to the university.

    Dainik Jagran clipping showing highlights of newsNeedless to say, she is an exception. Reading as a habit is declining in Gen Z. Attention spans are also reducing. It’s not even videos but reels. Newsletters send summary with their articles. Even regional newspapers like Dainik Jagran summarise big stories into highlighted points; something which I noticed that some mainline English newspapers have also started to follow. (See image).

    Podcasts are catching on. You can be driving and listening to a podcast or even watching cricket and listening to a podcast on the perils of investing in cryptocurrency. All major news sites also have audio version of the news.

    So, what’s happening? Too much information, too little time? Multitasking and wanting to keep up with the Jones? Multifocus (does that even make sense?) and multifaceted? All valid reasons. But is there a cost to it?

    My thinking is that the explosion of technology, in every field, have made people insecure. So, everyone is trying to know everything. And with Gen Z being born with a technology spoon, technology is not a medium or conduit but way of life. So, if I can do a masters in finance, I can also do a certification in AI, follow someone who gives tips about immigrating to Australia or Canada, learn how to retire at 40, follow stock market to get rich quick… you get the drift. Insecurity about the future, ironically caused by technology itself, forces them to try and know as much as possible

    The width of knowledge of Gen Z is amazing. But the depth is a question mark? Jack of all trades but master of none is very applicable here. There is a view on everything but there is no confidence in that view. And proper lack of reading books is one reason why the depth of knowledge is missing. Reading books gives one a context. Historical perspective. Various viewpoints. Nuanced knowledge. A rich vocabulary. Ability to communicate, I can go on and on.

    I was therefore eager to visit a book fair in Doon which my daughter discovered.

    It was promoted online (the irony of it!) with 3000 books available as a hook and it promised books by the kilo.

    And to my pleasant surprise I found that the venue was full of Gen Z, mostly students. Not to buy curriculum books, they hardly buy curriculum books nowadays its either some online repository or maybe in some cases library, but to buy books of various genres. I noticed that except me and my wife, there was just one more oldie parent. Heartening, to say the least.

    At first, I was bewildered.

    All I could see was books by unknown authors.

    Self-help books.

    Books advising on stockmarkets.

    Books on romcom.

    Books on psychology fiction, literary fiction.

    And books on dark mystery.

    I had hardly heard of these genres. But my daughter patiently took me through them.

     

    Good girl guide to murder- it was a series of three or four books.

    Before the coffee gets cold – sort of science fiction psychology

    People we meet on vacation – Romcom

    Cleopatra and Frankenstein – Literary fiction

    I want to die but I want to eat but I want to eat tteokpokki – Psychological fiction

    Normal people – Romance thriller

     

    And most of these books claimed to be bestsellers. Published by leading publishing houses like Penguin or Bloomsbury publications amongst others.

    But the most eyecatching thing was that most of the books had very young authors. Late twenties or early thirties. And mostly females. Holly Jackson (31 years), Anna Hueng (33 years), Emily Henry (33 years), Baek Sehee (33 years).

    And most books were between 200-350 pages. No voluminous read that went for months.

    In contrast, I hardly found the old voluminous classics like War and Peace or some of the Charles Dickens ones. The only old classics I could see were Crime and Punishment and Exodus.

    There was a smattering of Dan Browne, Fredrick Forsyth and Jeffery Archer.

    And then there were tonnes of self-help books, many by Indian authors, all men, on how to game the stockmarket, get rich quick, retire at 30 or 40 etc.

    Most books had Hindi translations available. Alchemist by Paul Coelho was available only in Hindi. So were almost all help books and get rich books. And the Romcoms too.

    Autobiographies and biographies were also available but mostly in Hindi or of Indian sports stars. Virendra Sehwag, Suresh Raina, Shane Warne and Nelson Mandela were the favourites, all in Hindi.

    There were many detective and mystery books too and many by Indian authors. I guess the genre needs better situational and local nuances understanding.

    By now my mind was buzzing with questions and I took the help of my ever-obliging daughter and wife to ask three-four youngsters some questions.

    I am listing some interesting observations into Gen Z reading habits.

    They usually do not have book reading as a habit but do come to such fairs as many self-help books and modern books are available cheap. By kilo. Strike one.

    Mystery, politics, true events etc are more fun to watch on OTT rather than read about it. As one smartalec wisecracked, the daily newspapers are full of it anyways. Strike two.

    They are comfortable in reading English as long as it is not Tharooresque. Not comfortable in communicating in English. But reading is a different ball game. Strike three.

    Books do give them some sort of privacy. As its their personal area. But phones give them more privacy because no one knows what they are reading on it. Strike four.

    They don’t read authors (my daughter disagreed), they read recommended books. Influencers and friends play a very strong role in their reading decisions. Strike five.

    There is no budget for books. It’s a rare occurrence. Only at such book fairs where they buy in bulk in kilos. And they never keep the books. Exchange with friends or sell them off and that’s how they get recycled into such book fairs. Strike six.

    But finally it was one guy who when asked about reading books for indepth knowledge, gave me a quizzical look and muttered: “Jab padai mein hum zyada depth mein nahin jaate tohi uski aadat kaise padegi” Loosely translated “When our education does not encourage us to dig deep then how will we get that habit.”

    I will leave you with that deep thought as the master of all strikes.

     

  • 48% of Online Shoppers are Women: IPG Mediahbrands-Google Study

    48% of Online Shoppers are Women: IPG Mediahbrands-Google Study

    IPG Mediabrands, in collaboration with Google, has presented a study titled ‘The Indian Online Shopper 3.0,  a study of consumer behaviour in the digital shopping landscape. This  report surveyed over 7,000 consumers across India, delving into 18 key categories to unveil crucial insights for understanding the evolving online shopping trends.

     

    Top 5 takeaways:

    The report equips businesses and marketers with invaluable knowledge about consumer behavior, enabling them to tailor strategies that resonate with the dynamic preferences and expectations of the Indian online shopper. Key takeaways include:

      • The Indian Online Shopper is open to hedonistic shopping; however, is still mostly conservative across categories.
      • Shopping missions (motivating factors) vary not only across categories, but also across shopper profiles.
      • 15 years after the advent of e-commerce, Indians still need handholding from online retail platforms.
      • Social commerce is not ready to be a sales channel. However, it’s becoming the most important point of discovery and influence.
      • Marketplace giants are bleeding users to category-specific marketplaces and D2C brand websites.

     

    Indian Online Shopper Profile:

    Dissecting the Indian online shopper profile, the report examines demographics, consumer classification, household income segmentation, and state-wise behavior analysis. Key findings include:

    • Online shoppers skew younger: 75% of shoppers are aged 18-44.
    • Shopping for household, not just self: Most are married (69%), living with children, and nearly half (49%) live with parents.
    • Significant portion are affluent: 62% of online shoppers have medium to high household income.
    • Concentration in select states: Five states account for over half of online shoppers: Maharashtra (16%), Delhi (12%), Karnataka (9%), West Bengal (9%), and Tamil Nadu (8%).

     

    Shopped Categories:

    Focusing on 18 categories, the report explores shopping missions, analyzes purchase frequency, and unveils the influences driving online shopping decisions. Key insights include:

    • Rise in emergency purchases: Quick commerce has accelerated purchases in categories like food, groceries, and baby products.
    • High dependence on recommendations & reviews: Shoppers seek expert opinions before buying expensive items like electronics and furniture.
    • Fashion and Beauty ecommerce on the rise: These categories show both impulse and routine buying behavior, driven by ease of online shopping.

     

    Shopping Sources:

    The study identifies pain points in online shopping, investigates reasons prompting consumers to switch platforms, and outlines the latest trends. Findings include:

    Resurgence of D2C marketplaces: As many brands want more control over the branded space and user shopping experience, D2C marketplaces are witnessing a comeback. Users like buying from D2C potentially due to the perceived quality and authenticity of buying straight from the source.

    Fashion and Beauty lead in social adoption: Influenced by popular trends, creators and celebrities, Fashion and Beauty are fastest growing categories when it comes to social commerce.

     

    Platform Features:

    Recommended products, live chat, and online catalogues are the most used platform features, with younger shoppers being more accustomed to using experiential, assistive features. Key takeaways include:

    • Shopping experience/assistance features are expected by users: 92% users claim to have used some type of platform feature when they shop online.
    • Product recommendations: Form a vital point of discovery and strong influence in the decision-making process, >2/3 shoppers claimed to switch brands due recommendations on the platform.
    • Loyalty programs: Monetary value and exclusivity are appreciated, but data privacy and low reward value are concerns.

     

    Influence Points:

    • Top influences: Brand websites, recommendations from friends/family, TV ads, social media, and marketplace reviews.
    • Emerging influences: Live streaming on online platforms, AI reviews, social commerce shops, tech-enabled services, and social curation platforms.

     

    Shopping Experience Pain Points:

    • Top issues: price (21%), shipping charges (20%), delivery time (20%), product returns (19%), and product availability (18%).

     

    Said Shashank Rathore, VP, E-Commerce, Interactive Avenues (the digital arm of IPG Mediabrands India): “The e-commerce industry in India is growing rapidly, poised to reach $300 billion by 2030. Quick commerce is now thriving, with over 50 million monthly active users. Amidst these changes, marketers face challenges in understanding audience behaviour across multiple shopping platforms. To simplify these complexities and provide valuable insights, we conducted a detailed study of over 7,000 online shoppers. Our report explores strategic consumer nuances, growth drivers, and online buying behaviour across key demographics, industry categories, and shopping platforms. I am confident that the Indian Online Shopper 3.0 will serve as a valuable resource for businesses and industry professionals navigating this dynamic market.”

  • Ujjivan SFB unveils new brand campaign

    Ujjivan Small Finance Bank launched its new brand campaign ‘Banking Jaise Meri Marzi, Ujjivan makes it easy-easy (Bank the way you want, Ujjivan makes it easy-easy)’.  The campaign has been conceptualised and created by Plan B Advertising.

    Said Carol Furtado, Executive Director, Ujjivan: “As a responsible mass market bank, we are committed to creating a financial and digitally inclusive future for our customers. Our new campaign is an assurance to make banking easy, accessible – anytime, anywhere across phygital channels, in a secure and safe way. Our digital banking product suite aims to establish us as an easy and convenient Banking Partner.”

     

    Added Sunil Penugonda, CEO, Plan B Advertising, Bengaluru: “There are banks and there are banks. Only rarely do you encounter a bank like Ujjivan. A bank that is deeply committed to keeping the customer at the centre. It is the first time we have seen a bank where customer service is a part of culture rather than a feature. Easy and Convenient is exactly what the film is attempting to capture. We believe that this proposition of easy banking will settle into people’s minds, thanks to the jingle, which is simple, direct, and memorable.”

  • Zee appoints Shiva Chinnasamy as Chief Technology & Product Officer

    Zee Entertainment Enterprises Ltd has appointd Shiva Chinnasamy as Chief Technology & Product Officer. In this new role, Chinnasamy will be based at the company’s Technology & Innovation Centre (TIC) in Bengaluru, and will report into Amit Goenka, President – Digital Business, International Linear Business, Enterprise Technology and Broadcast Operations & Engineering.

    Speaking on the appointment, Goenka said: “As the company moves forward in line with its strategic objectives to drive robust growth, certain action-oriented steps are being implemented to enhance the capabilities of the businesses. Technology plays a crucial role in enhancing the overall customer journey across all our platforms, and our Technology and Innovation Centre is steadily working towards gaining a deeper understanding of our vast audience base in order to deliver successful business outcomes.”

  • Legends Cricket hires Uncut PR for upcoming season

    Uncut PR agency has bagged the media mandate for the Legends League Cricket for the second time in a row.  Legends League Cricket is a global T20 league where retired cricketing legends come back to play competitive cricket again.

    Said Aditi Srivastava Dhanu, Founder, Uncut PR: “We are excited to partner with Legends League Cricket once again. We understand the mechanisms of the sports sector and working with such an iconic league, LLC again cements our belief in the progress we are making. This will also give us an opportunity at global exposure and we are committed to furthering the brand’s recognition, growth and contribute to their journey.”

    Added Raman Raheja, Co-founder of Legends League Cricket: “We are happy to onboard Uncut PR once again for the upcoming season of Legends League Cricket. Legends League Cricket is a one of its kind, elite competition that brings back the most loved cricketers to do what they do best. Uncut PR’s quick thinking, innovative, hands on approach has been key through the entirety of last season and it was the right movse for us to continue with them.”

  • Expand and celebrate the spirit of learning this Teacher’s Day

    Expand and celebrate the spirit of learning this Teacher’s Day

    Sanjeev KotnalaMost of us remember celebrating Teacher’s Day in honour of Dr Sarvepalli Radhakrishnan, a scholar, philosopher, and former President of India, at school on September 5. On this day, we express gratitude to schoolteachers and acknowledge their pivotal role in shaping young minds.

     

    The Perfect Bond

    The relationship between a teacher and a student is one of the most profound connections one can experience. It is built on trust, respect, and a shared journey of discovery. Good teachers do more than impart knowledge; they inspire, challenge, and nurture their students. They encourage curiosity, critical thinking, and a love for learning that lasts a lifetime. This bond is not just about academic success but also about personal growth, resilience, and the pursuit of wisdom. Teachers come in many different formats, with different attitudes and approaches to life and teaching.

     

    The Spirit of Learning

    However, learning is not restricted to the classroom, nor is teaching limited to those holding chalk. The spirit of Teacher’s Day should extend beyond the confines of classroom and school. It is a day to recognise and celebrate everyone who has helped us learn in a formal setting or through life. Like our parents, friends, colleagues and even strangers-  everyone can be a teacher in the classroom called life. These informal teachers play an essential role in personal development, often leaving a lasting impact that shapes character and decisions. By expanding the scope of Teacher’s Day to include all these influences, we acknowledge the diverse sources of knowledge that enrich our lives.

     

    Expanding the Teacher-Student Association

    Celebrate Teacher’s Day, and broaden your appreciation to include everyone who taught you anything, formally or informally. Recognise the value in every lesson learned and honour the unique bond between a teacher and student that transcends the traditional classroom. By doing so, we celebrate the act of teaching and the spirit of learning that connects us all.

    Here are some memorable advertisements celebrating and leveraging the Teacher-student bond. Pick the one that reflects your bond with the teacher and share it with them. Cadbury could have used the existing platform with a twist to help personalise these teacher dedication messages.

     

    PARLE G 

    When we succeed, it is not us but our teachers who are the happiest. That’s why they say, “Genius wahi jo auron ki khushi mein paaye apni khushi.

     

    RAYMOND – COMPLETE MAN- TEACHER. 

    This is one of the few teacher-student ads I remember clearly, and its sequel was equally touching. It shows a teacher at the wedding.

     

    BOURNVITA- LEARNING MORE IMPORTANT THAN MARKS.

    It is a very educative commercial that questions overreliance on exams as a barometer of learning.

     

     

    DS GROUP. Hame Kise ne Sikaya Tha.

    Typically, I would have avoided the DS group ad, but this one had a learning in it.

     

    TITAN: JOY OF GIFTING.
    Teachers can blame this ad for getting a watch as a farewell gift.

     

    VISA TEACHER.
    This completes the thought. As a child gives birth to a mother, a teacher is there whenever and wherever a student wants to learn. Teachers also learn from their students.

     

    Post Script

    I was surprised not to see (until now) a Teacher’s Day ad celebrating WhatsApp and Facebook- the largest educators of the Indian masses. I am equally surprised that the Teacher’s Day celebration is still confined to physical school. It has not moved to a virtual, hybrid setup or included AI as a teacher or maybe even as the biggest student today.

  • LS Digital expands into the USA Market

    LS Digital, an integrated Digital Business Transformation (DBT) company, has announced a new partnership with .fearless, a marketing consultancy in USA, to launch .fear-LS. This joint venture aims to provide businesses with a Comprehensive Solution to help solve Digital Business Challenges and achieve a more effective digital presence.

    Many companies in the USA face digital friction, struggling to meet customer expectations and maximize revenue due to challenges within their systems. fear-LS addresses these issues by helping businesses across industries better understand their existing systems, identify underperforming areas, and implement strategies to streamline operations and enhance success. The U.S. market, known for its large-scale operations and a blend of traditional practices with openness to innovation, presents unique challenges and opportunities. With the rapid growth of the DBT category, LS Digital is poised to leverage this momentum to drive business success in this dynamic landscape.

    There is a worldwide surge in companies embracing digital business transformation to eliminate friction and fuel growth.

    Said Prasad Shejale, Founder and CEO of LS Digital: “Our focus is on delivering a product and service mix that stands out in the market. We build trust by connecting with the right customers and gaining a deep understanding of the new digital landscape, rather than just chasing revenue. Partnering with .fearless, a leader in marketing consultancy and industry veterans in the US market, aligns perfectly with our global ambitions. Through this joint venture, we are excited to bring our innovative DBT model, developed in India, for the world. Under the banner of  .fear-LS, this partnership offers American businesses cutting-edge solutions to overcome digital friction and achieve sustainable growth.”

  • FanCode to broadcast Australia’s Scotland tour

    FanCode, an OTT steaming service and sports ecommerce company, will broadcast Australia’s Scotland Tour.

    Australia will be playing three T20 internationals on September 4, 6 and 7 at The Grange in Edinburgh. These will be the first matches for Australia in Scotland since 2013 and take place immediately before the ODI and T20I series against England.

    Cricket fans can watch all the action on FanCode’s mobile app (Android, iOS), TV app available on Android TV, Amazon Fire TV Stick, Jio STB, Samsung TV, OTT Play, Amazon Prime Video Channels Airtel XStream, and on web at www.fancode.com.

    This will also be Australia’s first engagement since the men’s T20I World Cup. The two teams clashed during that tournament in St Lucia and Scotland almost pulled off a miraculous win against the Aussies. The performance showcased the progress that the Scotland men’s team has made during the last few years.

    Speaking about the series, Cricket Scotland CEO, Trudy Lindblade, said: “This is a historic tour for Scottish cricket and shows the huge progress the game has made during the last few years. FanCode has always been amongst our biggest supporters, and we are delighted to once again partner with them for broadcast in India. We are delighted to welcome Australia to Edinburgh and very much hope that this series paves the way for more regular tours of Test playing nations to Scotland.”

  • Ranjona Banerji: Hatred of Muslims and Women

    Ranjona Banerji PhotographOf the many things which the mainstream media in India is unable to discuss – and we have touched on most of them here, if not all – two stand out in the current scenario. Women’s issues and attacks on Muslims.

    For both, can we conjecture that it is because forces within the media are unwilling to face the truth? No matter how much sound and fury were generated by the MeToo movement a few years ago, the media has not been able to clean up its own house. Over and over again, the story of exploitation, harassment and assault on women journalists continues. The perpetrators are usually powerful media men and therefore progress is slower than sludge climbing uphill.

    And then there are the attacks on Muslims, which have increased alarmingly since Narendra Modi first became prime minister 10 years ago. Here we find the media’s role very disturbing. Several top channels run constant campaigns about how Hindus are in danger, which only serves to increase hatred against Muslims. Which is of course what they want, and what they do to stay in tune with the general RSS agenda.

    This anti-Muslim slant has been relentless over the past 10 years and nothing has stopped them. The vicious rhetoric in TV studios and the sly dog-whistling by BJP politicians, including Modi, are perfectly in sync. The result is catastrophic. The lynching of Muslims which began in June 2014 with Mohsin Sheikh in Pune has been consistent. The reasons are also tied in with the Hindutva narrative – mainly to do with cow slaughter and the notion of travelling with beef right down to storing beef at home as with Mohammed Akhlak in 2015, the case which got the most publicity.

    Nothing however has stopped the lynchers. Worse, in the past few weeks, the number of cases of attacks on Muslims and cases of rape have increased. Mainstream media and television coverage is calibrated to serve the rulers and men.

    The courts have been slow to pick up on these murders. And soon the lynching dovetailed with the illegal destruction of Muslim homes on equally flimsy charges. The Supreme Court has initiated legal action now, years after the UP government began this inhuman and illegal form of “justice”.

    Regardless of election results and BJP losses, some of these channels continue. What makes them do it? Why are News18 and Times Now, to name two of the worst, so hellbent on destroying India’s social fabric? It is hard to conjecture why two responsible companies should allow their TV anchors to behave in this manner. Nothing that you read in the Times of India correlates with the vicious Islamophobia and pro-BJP stance of Times Now. Why would an Ambani-owned channel like News18, which has business associations with Arab states, constantly attack Indian Muslims?

    Is the degradation of the media complete, if it cannot wake up from its dangerous strategies even post-Modi’s limited 2024 victory? The fall of the Sheikh Hasina government in Bangladesh was only presented as anti-Hindu, even though there are several other implications for India and even though many of what TV showed later turned out to be fake and misinformation. The same sort of misinformation is happening with Bengal, after the rape and murder of the doctor at RG Kar hospital. Here, the agenda is being set so that the BJP can benefit politically from the doctor’s death. The issue of women’s safety, which has riled the nation, has been sacrificed by our TV channels, in order to bring down Mamata Banerjee and prop up the local BJP.

    The Assam chief minister who has been gunning for Muslims ever since he switched from the Congress to the BJP is not called out by the legacy media for his Islamophobia, just as the UP chief minister was practically lauded by the same media for his bulldozer injustice. Several TV anchors, if you remember, gleefully jumped into earthmovers to get firsthand experience of how it feels to destroy someone’s home.

    With women’s issues, celebrated actor Mohanlal’s unchallenged “plea” that the Kerala film industry not be “destroyed” by women asking for justice and an end to sexual exploitation, demonstrates how low women fall in the list of priorities.

    In such circumstances, perhaps it is impossible to even imagine that women within the media will get any justice at all. Either from harsh bigotry or suave predators.

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal.

  • Cylndr India launches campaign for Rollick Ice Cream

    Cylndr India, a production company for creative, production and new-age content, has launched an advertising campaign for Rollick Ice Cream ahead of the Durga Puja festivities.

    Said Amit Paul, Head of Brand Marketing at Rollick Ice Cream: “The East of India brims with a rich culture, spanning all aspects of life. Rollick is a Born-in-the-East brand that creates new experiences, inspired by the joy of the familiar. Rollick strives to be the sweetest part of every occasion that this Eastern culture brings. This campaign celebrates the excitement of Durga Puja among young foodies who love the taste of their culture. Cylndr India has been an exceptional partner in bringing our vision to life with creativity and precision. We are confident that this campaign will resonate deeply with our audience and support our efforts to expand our market presence as we relaunch Rollick Ice Cream with a refreshed perspective.”

    Added Albin Jaison, the director behind the campaign: “Having worked with Rollick in the past on multiple projects, there was a certain ease and comfort. We had a strong understanding of their audience and brand values, which made it a fun experience. Doing a festive theme is always enjoyable. Shooting in Mumbai meant that we had to be spot-on with the locations, production design, and casting to get the aesthetic right. It is a proud moment to be able to execute the entire project in-house at Cylndr India, from initial concept to final product.”

  • Arvind Limited unveils campaign

    Arvind Limited has announce its first campaign featuring Dr Lakshyaraj Singh Mewar from the royal family of Udaipur as the brand ambassador for Primanté, the company’s premium suiting and shirting brand.

    Notes a communique: “The campaign, titled ‘Own Your Legacy, Own The Moment’. celebrates the timeless elegance and sophistication that Primanté fabrics bring to the modern wardrobe,” adding: “The Primanté Collection is a testament to Arvind Limited’s commitment to quality, innovation, and craftsmanship. By collaborating with Dr Lakshyaraj Singh Mewar, a symbol of heritage and tradition, Arvind Limited aims to weave a narrative that connects the grandeur of India’s royal past with the contemporary elegance of today’s fashion.”

  • Garage Worldwide appoints Raj Nair as CCO

    Raj Nair (Left) and Sanjay Deshmukh (Right)

    Garage Worldwide, advertising agency in Mumbai, appoints Raj Nair as Chief Creative Officer (CCO). With over 30 years of experience in the advertising industry, Nair’s role will involve steering the creative and strategic direction of the agency.

    Nair transitions to Garage Worldwide from Madison BMB, where he served as Chief Executive Officer and Chief Creative Officer.

    Said Sanjay Deshmukh, CEO, Garage Worldwide: “Raj Nair coming on board has given us a tremendous advantage in strategic thinking and creative leadership. The sheer experience of handling diverse categories is already benefiting our young strategy and creative team to put out really fabulous work.”