MxMIndia

Category: NEWS

  • Mr Love talked about how language is a technology and how we have underestimated the effect language has on human misunderstanding

    Goafest 2012: Innovation is the magic of ideas: Tim Love

    By A Correspondent

     

    Tim Love, CEO, APIMA, Vice Chairman, Omnicom Group talked about how the world we live in today has become interdependent especially because of technology during his address on ‘The Magic of Ideas – Our Language Impediment’. He was of the opinions that one thing the financial crises have taught us is that we are all inter-dependent.

     

    Mr Love spoke about how “Digital is not a channel but, the air we breathe and communicate with each other,” giving the example ofIndiabeing the fourth largest internet user population despite its internet penetration being merely 8 per cent. He also talked about how language is a technology and how we have underestimated the effect language has on human misunderstanding.

     

    Besides talking about the importance of verbal communications, Mr Love also spoke about the importance of nonverbal communications. He said that just as verbal or spoken communications, nonverbal communications like sign language, although universal, differs from culture to culture; but no matter what the stream of communication, technology will always flow through.

     

    During the Q&A session moderated by Ms Kainaz Guzdar of P&G, when asked to give a few suggestions or advertisers and marketers on how to come with great ideas on language impediment, Mr Love explained that one must be more cognisant in languages, and show some sensitivity to different languages verbal or nonverbal. He added that ideas are best communicated from individual to individual. He also pointed out that one needs to be careful with languages in different cultures, as it could have different meanings in different cultures, and how we have always minimised the importance of language.

     

  • Start a video advertising campaign online, and you will be surprised to find how people are passionate about participating with the brand they love, says Lucas Watson, Global Vice President, YouTube

    Goafest 2012: Net better RoI with online video ads: Lucas Watson

    By A Correspondent

     

    In just six years since its launch, YouTube has garnered over 8 million users and billions of videos have been uploaded on the site. At Goafest, YouTube demonstrated how consumers can be used to build a brand by conducting a flash mob. Mr Lucas Watson, Global Vice President, YouTube further added to the brand’s insight by sharing his views on how ‘Magical Ideas Come When You Harness the Power of many People’.

     

    Mr Watson put across his point when he cited how Lady Gaga has built up her brand through a passionate group of fans who have played a vital role in building the Lady Gaga brand. Mr Watson explained that nowadays it has become very easy and inexpensive to build a brand by starting a video advertising campaign online, thanks to the Internet. He said that a brand need not be big to come online and start a video campaign, all it needs is to gain the trust of its consumers. “Start a video advertising campaign online, and you will be surprised to find how people are passionate about participating with the brand they love. The magic of YouTube is available for all as it allows everyone to participate. Besides online video advertising allows a brand to run its advertisement in a cost efficient manner, delivering better RoIs.”

     

    During the Q&A session moderated by Mr N Rajaram of Airtel, when Mr Watson explained his views on the rapidly changing role of advertising agencies: “Being creative and coming up with new ideas is a skill which not everyone has. So we need creative directors to nurture young talent to build brands. Unlike television, where consumers have a dedicated time slot to watch their favourite programme, in the online world it is the consumers who decide when to watch what and for how long.”

     

    Talking about if there is scope for co-existence between television and online video, Mr Watson said that there is no win-win situation but, there will be either winners or losers. “Like many industries even we are going through a transformation scenario. There are brands which are afraid to disrupt their way of functioning and there are brands which are keen to reach their consumers in newer forms of media platforms and thus rapidly build their brands. Therefore, I believe there could be some co-existence but, there will also be winners and losers.”

     

  • Competition organized to encourage self regulation in advertising huge success

    ASCI, Goafest announce winners of ‘ASCI Mobile Movie Challenge’

    By A Correspondent

     

    The Advertising Standard Council of India (ASCI) announced the winners of the ‘ASCI Mobile Movie Challenge’ during the closing event of Goafest 2012, the Creative Abbys. The competition, conducted to promote responsible creativity, and to encourage self regulation in Advertising, under the theme of ‘Creativity with a conscience’, garnered huge public support during the 3 day ad-fest.

     

    The winning entries came from team Leo Burnett consisting of Nikhil Pai, Abhineet Agarwal & Almas Ahmed and team O&M consisting of Parth Gadhiya, Harshad Salian, Aishik Sengupta. All the six winners received an iPad sponsored by media house, Rajasthan Patrika.

     

    The competition received a total of 120 registered entries through 41 mobile movies, from across the country. Of all the movies registered, 8 were shortlisted by a jury of eminent ad-makers and 2 were chosen as winners.

     

    As per the contest, teams of 3 young professionals, under the age of 30 years, were asked to create a short film (between 30 and 60 seconds), using their mobile handsets. Each team was assigned a mentor film maker who guided the team members on the nuances of film making. The teams were asked to create the art forms on one of the four briefs provided by ASCI which were based on the four tenets of ASCI’s code of self regulation: Honesty & truthfulness in advertising; Decency in advertising as per generally accepted societal norms; Safety & avoiding exploitation of vulnerable sections of society, especially children and Fairness in competition

     

    Mr Subhash Kamath, ASCI Board Member, said: “Through this competition, we wanted to inspire young professionals to abide by the guidelines set by ASCI and implement the same in their work. We’re extremely happy with the kind of response we’ve received and thankful for all the support. Next year, we hope to make this initiative larger and stronger by reaching out to many more media, advertising professionals.”

     

    The films were showcased at Goafest 2012 and uploaded on youtube.com and select online portals, so as to inspire professionals to understand the importance of self-regulation in advertising. The entries were judged by a jury of top creative directors and film makes of the industry.

     

    Advertising Standards Council of India is a self regulatory voluntary organization of the advertising industry. The Role and Functioning of the ASCI & its Consumer Complaints Council (CCC) is in dealing with Complaints received from Consumers and Industry, against Advertisements which are considered as False, Misleading, Indecent, Illegal, leading to Unsafe practices, or Unfair to competition, and consequently in contravention of the ASCI Code for Self-Regulation in Advertising.

     

     

     

  • The agency will handle its entire range of Products including fans, lights, lighting fixtures, pumps and electric appliances

    Madison Media wins Crompton Greaves AOR

    By A Correspondent

     

    Madison Media Sigma has just announced the win of Crompton Greave Ltd. The agency will handle its entire range of Products including fans, lights, lighting fixtures, pumps and electric appliances.

     

    Mr. Sam Balsara, Chairman & Managing Director, Madison World said: “We are delighted to add a reputed global engineering conglomerate like Crompton Greaves in our roster of clients and are confident of helping Crompton Greaves get its rightful share and more in India’s growing market.”

     

    Ms. Vanita Keswani, COO, Madison Media Sigma said: “I look forward to working on a new and diverse set of categories and creating powerful media strategies for the entire portfolio.”

     

    Madison Media was recently in the news for winning Dixcy Textile’s Media AOR.

     

    Madison Media Group is India’s foremost media agency handling media planning and buying for blue chip clients including Airtel, Godrej, Cadbury, ITC, General Motors, Marico, McDonald’s TVS, Britannia, Procter & Gamble, Asian Paints, Tata Tea, Shriram Transport Finance, Levis, SpiceJet, Axis Bank, Domino’s, Bharti Axa, MaxNewyork Life Insurance, Tata Salt, Acer, Dish TV, Imagine TV, Times Television Network, Indian Oil and many others.

     

    The gross billing of Madison Media is Rs3,000 crores.

     

  • With huge demand for Pakistani muslin and lawn dresses, Pakistani retailers believe India could figure as their largest market after the US and UK if trading were to be opened up.

    Pakistani fashion retailers eye Indian markets

    By Dipti Jain

     

    From running a single franchise store for 12 years in Delhi to planning to open 200 more across Mumbai, Delhi and smaller cities, Pakistan’s largest fashion retail chain Sefam is the stuff businesses dream of.

     

    After a successful showing at the first-ever Lifestyle Pakistan exhibition in Delhi, Sefam said the demand for Pakistani couture in India is too huge to be met through the one store they have in India.

     

    The retail chain with eight brands including Barezee, is first planning a flagship store in Delhi, and also scouting for partners, said Zain Aziz, Sefam’s head of international business. They are one of several Pakistan lifestyle businesses ambitious about expansion plans in India following the huge response to the April exhibition.

     

    Over 100 Pakistani lifestyle companies showcased their products and services in Delhi from April 12 to 15. The companies were from a wide range of segments, including textiles, couture and pret wear, designer furniture, leather accessories, food products, marble ornaments and handicrafts.

     

    The exhibition has spurred 36-year-old designer Asim Jofa to plan exclusive outlets in India. Jofa has been selling in India through a distributor for the last three years, but is now eager to have his own stores. “I can’t wait to start my own stores in India. It would be brilliant if we could trade with each other. After the wonderful response at the exhibition, I feel more than at home now,” said Jofa.

     

    Kashif, group CEO of leading Pakistani retail brand Chen One, which specializes in lawn prints and dresses, pret dresses and home textiles, said he is encouraged by the significant sales and bulk enquiries in Delhi. The retail chain is also looking to setting up stores across India once trade norms ease.

     

    “Up until now, trade between the two countries has been indirect. But now we don’t want that. It will be a win-win situation for both countries if we could increase trade,” Kashif said. The brand is all set to come back for an exhibition in Mumbai to be held after two months, which will enable it to look for local partners. “We are looking for a joint venture here. We are very keen to work with India,” he added.

     

    With huge demand for Pakistani muslin and lawn dresses, Pakistani retailers said India could figure as their largest market after the US and UK if trading were to be opened up.

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • The show to air across 29 HSMs and reach out to over 5mn audiences

    92.7 BIG FM brings back the memories of Pancham Da with Yaadon Mein Pancham

    By A Correspondent

     

    92.7 BIG FM, India’s No. 1 FM radio network and the Radio Broadcaster of the Year award at Golden Mikes, is bringing back the memories of RD Burman through its late night show Yaadon Mein Pancham hosted by RJ Rajkumari. The show is an ode to Pancham Da, bringing to life the experiences of the people who worked closely with the legend. The show will air Monday to Friday from 9:00pm to 12am.

     

    The show will see biggies from the industry such as Pyarelalji, Kumar Sanu, Abhijeet, Sudesh Bhosale, Kersi Lord and many more who will share interesting experiences and never heard before revelations about Pancham Da.

     

    The show will be promoted on radio with excellent amplification on social media platforms. Yaadon Mein Pancham will air across 29 stations that fall in the Hindi speaking markets of 92.7 BIG FM and will reach a whopping 5 million listeners each week.

     

    Reliance Broadcast Network Limited is a multi-media entertainment conglomerate with play across radio, television, intellectual properties and out of home. It is part of the Reliance Group and specializes in creating and executing integrated media solutions for brands. It houses the following verticals: 92.7 BIG FM, BIG CBS- a joint venture with CBS Studios International which has launched four channels, BIG CBS Prime, BIG CBS Love, BIG CBS Spark and Spark Punjabi. Added to this robust bouquet, the Company also distributes Bloomberg UTV, India’s premier business news channel.

     

  • Digital Pay TV penetration of TV homes in India will grow from less than 20% in 2011 to 50% by 2016, and 61% by 2020, a new report by Media Partners Asia (MPA) indicates

    Digitization to up Pay TV penetration by 150% in 5 years, says MPA report

    By A Correspondent

     

    Digital Pay TV penetration of TV homes in India will grow from less than 20% in 2011 to 50% by 2016, and 61% by 2020, a new report by Media Partners Asia (MPA) indicates. The key demand drivers will come from cable operators, six commercial DTH platforms, and DD Direct, the government-owned DTH platform. A gradual consolidation of last-mile local cable operators will become inevitable, leading to a shift in industry profits and value to centralized distribution platforms and broadcasters, the report observes.

     

    Commenting on the findings, MPA executive director Vivek Couto said:

    “India’s digitization timetable implies a three-year transition to full digital TV (DTV) conversion. This is ambitious though we believe DTV transition will occur but over a longer time frame. The industry will remain capital-intensive until 2017 at the earliest, due to the capEx requirements associated with digitalization. This will lead to more M&A and fund-raising activity in both primary and secondary markets. The sector’s improved transparency, scale and operating leverage will attract large domestic and international strategic players, who will play a key role in M&A activity. Our biggest concerns include: cable execution and capitalization, as MSOs transition from a B2B to B2C model; DTH satellite capacity; and the extent of regulation in the broadcast ecosystem. While digitalization is the result of policy progress, this has not been the case for investment and taxation policies.”

     

    The report, entitled Asia Pacific Pay TV & Broadband Markets 2012, measures consumption and revenue generation across pay-TV and broadband industries in 16 Asian markets, including India, which the remains the key pay-TV market for Asia in the future.

     

    MPA projections indicate that Pay TV industry subscription fees will grow at an 11% CAGR between 2011-16, driven by increased volume over DTH and digital cable. Total Pay subscribers are expected to reach 172 million by 2016, and 199 million by 2020. MPA projections measure Pay penetration after accounting for households that opt for multiple services. Using this definition, MPA estimates that Pay penetration will grow from 79% to 89% between 2011 and 2020.

     

  • Unveils new positioning 'Apna Pradesh Apna Magic'

    BIG Magic completes a year

    By A Correspondent

     

    BIG MAGIC, India’s first variety entertainment channel for the core Hindi heartland from the Reliance Broadcast Network stable, featuring locally relevant entertainment recently celebrated its first anniversary, with a new brand new positioning – Apna Pradesh Apna Magic.

     

    The new positioning is intended to further build BIG MAGIC as the very own channel of the Hindi Heartland. BIG MAGIC has made great strides in the last year, living up to its promise of offering the heartland the entertainment of their choice. With an excellent assortment of local programs, BIG Magic has surpassed entrenched players to grow its audience base phenomenally.

     

    Apna Pradhesh, Apna Magic brings the channel closer to the people of the heartland as it translates into their very own channel for their very own region – truly local and a reflection of the people’s taste preferences and entertainment requirements.

     

    Conceptualized by the in-house team, Apna Pradesh, Apna Magic will be communicated to audiences through a multi-media campaign with a heavy use of radio – 92.7 BIG FM, outdoor, television, print and social media.

     

    Researching and understanding the pulse of the region and audience preferences, the channel has successfully launched a series of local shows like BIG Bal Kalakaar, BIG Memsaab, Hasya Panchayat and newly launched shows Hum Hai Bajrangi, Police Files and Mele ka Big Star. These shows created on the basis of local insights have all been produced in the Hindi Heartland reflecting the culture, language, entertainment and ethos of the region.

     

    The channel has been instrumental in tapping local talent and giving them the right platform. The Channel has not only provided a wholesome mix of entertainment to the local populace, but also acted as a forum to address various social concerns, issues faced by them.

     

    The channel’s well tailored programming, when coupled with the extensive marketing initiative offers a most effective platform for both national and local brands. With Apna Pradesh, Apna Magic, the channel will continue to create magic in the regional entertainment space giving both audiences and customers a truly unique experience.

     

    Reliance Broadcast Network Limited is a multi-media entertainment conglomerate with play across radio, television, intellectual properties and out of home. It is part of the Reliance Group and specializes in creating and executing integrated media solutions for brands. It houses the following verticals: 92.7 BIG FM, BIG CBS- a joint venture with CBS Studios International which has launched four channels, BIG CBS Prime, BIG CBS Love, BIG CBS Spark and Spark Punjabi. Added to this robust bouquet, the Company also distributes Bloomberg UTV, India’s premier business news channel.

     

  • 9XO is the sixth music channel from the 9XM group and will air contemporary and non-stop English and international music

    9XM launches international music channel 9XO

    By Shruti Pushkarna

     

    9X Media Pvt Ltd has launched an international music channel called 9XO today. 9XO is the sixth music channel from the 9XM Group, which at present runs a popular Bollywood music channel 9XM, a Punjabi music channel 9X Tashan, Marathi music channel 9X Jhakaas, Timeless Bollywood Hits channel 9X Jalwa and 9XM-UK which is available on the Sky Digital Platform.

     

    Luke Kenny

    Speaking to MxMIndia on the launch of 9XO, Programming Head for 9XO, Luke Kenny said: “Till date there has never been a 100 per cent pure international music television channel. With 9XO, we are bringing the music video experience back full circle to the way the audience likes it, uninterrupted…with no non-music programming whatsoever.”

     

    Said Punit Pandey, Sr. VP and Business Head, 9X Media Pvt. Ltd: “Post a series of successful launches across the regional and Hindi markets and the launch of 9XM in the United Kingdom, we are pleased to present 9XO – an international music channel. The urban youth in India clearly feels the need of a platform that delivers international music in a great audio visual format. With 9XO, we believe that we address this need gap by airing the best of English and international music.”

     

    Talking about the programming content on 9XO, Mr Kenny said: “9XO will air contemporary and up-tempo English and International music. The channel’s programming lineup comprises fresh and innovative segments such as O-Vid, Who Dat, Wotta Song, Hot Sh*t and Out There, among many others, which will showcase hit international music cutting across genres, themes and artists.” The channel is targeted at the upscale urban youth.

     

    Speaking of the differentiating factors of 9XO, Mr Kenny told MxMIndia: “The resurgence of Indian artists and bands playing English music has encouraged us to introduce a unique platform on 9XO called OmeGrown. The platform will highlight Indian talent and will bring to the fore the multi-talented youth who are pursuing English music and its sub-cultures in creative ways. The global explosion of EDM (Electronic Dance Music) will find a special place on the channel on weekends giving the dance music audience their very own house party experience. BYOB (Bring You Our Beats) is an uninterrupted flow of all the hottest dance hits from the biggest global DJs. All you have to do is leave your TV tuned to 9XO and dance!”

     

    Another differentiating factor of the channel will be its packaging, added Mr Kenny. He said: “9XO’s channel packaging has been designed using pop-art influences and elements with a layer of humour and attitude which would delight our target group. We are convinced and confident that the channel will receive a great response and will become the ultimate destination for international music.”

     

    Talking about how 9XO will differentiate itself from existing international music channels (like Vh1), Mr Kenny said: “Apart from no non-music content, there will be no music blocks that ‘block’ the rotation of hits that will be programmed. The commercial breaks will be substantially lesser than the traditional formats. And there will always be a song that everyone likes playing at any given time. A dedicated channel website will offer opportunities for the social media generation to generate and share their own playlists, music and humour content as well.”

     

    9XO has also launched its official website, www.9xO.in simultaneously with the on-air launch. The website will engage the users with a series of innovative sections such as O-BOARD, LAUGH-O-RAMA, and so on. O-BOARD will encourage the youth to create their own playlist with their selected songs and share it with other users. There will also be a special college playlist section, where students from various colleges all over the country can create their own college playlists and publish the same on the website. LAUGH-O-RAMA will provide a platform to Indian comedians to showcase their talent and get internet users to rank them.

     

    Speaking of the launch campaign, Mr Kenny confessed that there were no big gigs planned around the launch. He told MxMIndia: “We would like our audience to discover the channel currently and would look at a 360 degree marketing campaign at a later stage comprising ATL and BTL activities targeting multiple touch points.”

  • This is the first instance of a celebrity endorsement in the eclairs category and also Ms Kapoor's first brand endorsement in the confectionary category

    Perfetti signs on Kareena Kapoor as brand ambassador for Alpenliebe 2 Choco Eclairs

    By A Correspondent

     

    Perfetti Van Melle India (PVMI), the leading confectionery giant, has signed on Kareena Kapoor as brand ambassador for its all new Alpenliebe 2 Choco Eclairs brand. Ms Kapoor will feature in the launch TVC of Alpenliebe 2 Choco Eclairs and also in all mobile and internet campaigns of the brand. This is the first instance of a celebrity endorsement in the eclairs category and also Ms Kapoor’s first brand endorsement in the confectionary category.

     

    Commenting on Ms Kapoor’s association with the brand, Mr. Nikhil Sharma, Director Marketing, Perfetti Van Melle India , said: “Today’s youth immediately identify Kareena Kapoor as a style icon who has established herself through her work in Bollywood. When it came to selecting the right brand ambassador for Alpenlibe 2 Choco Eclairs, Kareena was a unanimous choice. She is an irresistible mix of beauty, elegance and style. She fits perfectly with our product which promises consumers a great indulgent experience.”

     

    Commenting on her endorsement, Kareena Kapoor said: “I am very proud to be associated with PVMI, which is one of India ‘s leading FMCG companies, known for their innovative products and creative advertising. Alpenliebe is one of India ‘s most loved brands and this innovative product under Alpenliebe has given me the opportunity to work on an exciting new campaign.”

     

    The brief to McCann Erickson, PVMI’s partner creative agency was to create a clutter breaking TVC which stays true to the product promise of a rich, magical and indulgent experience. The new TVC conceptualized by Mr. Prasoon Joshi, Executive Chairman and CEO, McCann Erickson Worldwide India , was made with an objective of introducing viewers to a magical world where a princess gets swept off her feet by the most unlikely of characters. Commenting on the script, Mr Joshi said: “We wanted to use Kareena in a unique way and we were happy to stumble upon an idea which has immense charm and I am sure will be loved by the consumers.”

     

    The TVC shot by ad film maker, Ravi Udyawar, involved a shoot at Mumbai’s Reliance studios followed by a complex post production process at animation studios inPolandandBlack Magic,Singapore. “This TVC has been one of my most challenging assignments. We shot live with Kareena and an actor, together to get the interaction and dance movements correct, we then replaced the actor with the bear, which was created on CGI. Getting the dance sequence between Kareena and the Bear required complex animation techniques. The facial expressions were motion captured and applied on to CG bear to look more authentic. The toughest part was creating the bear which is very difficult due to its fur body. Shooting with Kareena was a great experience, due to her understanding of the idea, flawless acting and timing. The music composed by Mikey McCleary adds great value and fits in perfectly with the overall look of the film while staying true to the naughty mood of the original song,” said Ravi Udyawar.

     

    Perfetti Van Melle India Pvt. Ltd. (PVMI) is a name to reckon with in the India n confectionery industry and is a renowned manufacturer, distributor and marketer of several high quality products. With close to a 30 per cent market share, it is one of the leading players in the organized confectionery business in India today. The company, at present, has a diverse portfolio of brands across segments which it sells through various retail channels across the country. As a marketer, PVMI has always been known for its iconic, interesting and entertaining advertising.

     

  • For, after Dhanteras, Akshaya Tritiya has emerged as the next big day for sale of jewellery

    All that glitters on Akshaya Tritiya is gold!

     

    By Tuhina Anand

    (with inputs from Shruti Pushkarna in New Delhi)

     

    While 5-6 years back, Akshaya Tritiya would come and go without making much noise except among few communities, but now it has become a pan-Indian phenomenon. Jewellers all across, be it branded or non-branded, have gone all out to communicate the fact that Akshaya Tritiya is among the most auspicious days to invest in the precious metal.

     

    One look at the newspapers of the last two weeks will show that jewellery advertising is dominating the supplements and some even taking front page advertising on the main newspapers. This definitely shows that this day has become a money-spinner for jewellers and they are leaving no stone unturned to tap maximum customers.

     

    After Dhanteras, which traditionally has been a day for Indians to invest in gold and silver, now Akshaya Tritiya has emerged as the second-most selling day for many players and spikes in sales is anywhere between 15-35 per cent for some players.

     

    There are also offers galore to lure customers like free silver coin, off on making charges or even EMI option available to help customers make their purchases notwithstanding the soaring gold prices.

     

    Bhuwan Gaurav

    Bhuwan Gaurav, Head-Marketing at Tanishq on the sales on Akshaya Tritiya said: “On this day we see an increase in sales of over 10-15 times as compared to any average day. We have made a conscious effort in positioning this day to our consumers and a lot of effort has gone in marketing it to people. The result being that Akshaya Tritiya has become a pan-India phenomenon and we see a spike in sale even from Punjab and the East.”

     

    For customers, on purchase of 8gm of gold and on diamond jewellery above Rs8,000, Tanishq is offering free gold coin of 0.25 gm. The rising gold prices have not deterred the brand and Mr Gaurav is sure that the day would see spike in the sales. In fact, the store has been decorated with flowers to welcome customers to buy jewellery on this auspicious day.

     

    Another leading jeweler is too confident of the sales. Vinod Hayagriv, Managing Director, C Krishniah Chetty & Sons said: “This year is the first year of price stability after three years. Hot gold rates in the previous years held back purchases. But this year the sales have been brisk and that is an indication of demand picking up for Akshaya Tritiya. We should see good demand for our new Touch Gold Collection of exclusive gold design jewellery.”

     

    On the high in demand products, Amit Puri, Manager, Delhi-based jewellery store chain Diamount Jewels Pvt Ltd said, “The most popular item is gold bangles, and the second is gold sets. We have a special offer where we are giving out free silver as much as the weight of gold item purchased. Our sales on Akshaya Tritiya comprise a good 30-35 per cent of the total sales. Apart from Akshaya Tritiya, we see similar purchasing pattern on Dhanteras around Diwali.”

     

    While at one hand communication in print, OOH and even digital has created the popular culture of investing in jewellery. There are offers that are coupled with these communications to bring more and more customers to invest. Also new collection has been introduced by few to attract customers. Although there is more demand for on Akshaya Tritiya, there is an increasing trend of many opting for diamonds.

     

    Harish Bakshi, Senior Manager, AKM Mehrasons Jewellers of New Delhi said, “Last year, we saw an upward trend in sales on Akshaya Tritiya, to be precise, last year sales on that day saw a 10 per cent increase than the year before. This year we can’t say anything up till now, we have our fingers crossed because of the increase in gold rates. Both diamond and gold are popular, but gold is essentially more popular on Akshaya Trithiya. Gold chains and bangles are the most common purchases. We don’t have any special offers as such but we are offering a 10-15 per cent discount on labour charges for both gold and diamond. In comparison to regular days, we see at least 35 per cent increase in sales on Akshaya Tritiya. Apart from Akshaya Tritiya, Dhanteras and Karwa Chauth are the two other high sales occasions.”

     

    One thing is for sure that there is an increase in sales, but the percentage may vary. Ram Kiran of Bhima Jewellers too puts the increase at 15-20 per cent during this time. He, however, adds that sales have been bit slow because of high gold rates but doesn’t rule out the possibility of increase in sales.

    Photograph: Courtesy Tanishq

     

  • Frequent changes in its menu and innovations are part of the fast food giant's gambit for growth

    McDonald’s innovates with menu to get numbers

     

    By Tuhina Anand

     

    Amit Jatia

    Ordering at McDonald’s was a no-brainer a few years back, with limited menu option that included burgers, french fries, cola or a McSwirl. But in the last two years, there has been an increased focus on bringing in variety to the McDonald’s menu and one has seen the launch of breakfast menu, spicy delights and McFlurry among host of other new options available in the menu.

     

    Explaining the rationale behind the revamped menu, Amit Jatia, Vice Chairperson McDonald’s India (West & South), said: “At McDonald’s our customers’ happiness is key in everything that we do. We aim to be relevant and offer various options to our customers. McDonald’s interacts with its customers through various platforms, be it customer feedback forms or surveys or select group discussions, all to ensure that we provide our customers with the highest quality products that are based on their feedback. McDonald’s also undertakes various innovations to provide its customers with quality products at affordable prices which are served fast and hygienically. Keeping in mind the customer needs, McDonald’s India has been very active with new menu and innovative campaigns.”

     

    Giving an insight into the strategy that goes behind the menu revamp, Jatia said: “We aim to provide a wide variety of offerings with the newness in flavour. We take leadership in providing choice when the customer most needs it. For example, during the recession, to provide our customers with meal options that were cost-effective, we launched and still provide the Extra Value Meal menu which consists of a burger, medium fries and a medium coke.”

     

    The fast food giant also believes in offering a wide variety of products such as the globally popular Chicken McNuggets, McFlurry a range of desserts introduced in 2011 and the recently introduced McFlurry Caramel as an addition to this range of products. There is also the Happy Price Menu starting at Rs25 to cater to the customers that would like a small bite that is cost effective.

     

    McValue Lunch has been launched this year to provide the customers an extensive variety and choice of great quality products while being pocket friendly. Another addition to the menu is the Spice Fest that was launched on April 1 where a new twist to the menu has been introduced.

     

    But does this increased thrust on the menu have to do anything with the jostling of space and new players in the QSR segment? As Jatia explained: “McDonald is a leader and pioneer in the QSR space inIndia, our innovations are based on our customers’ feedback and are an extension of our ‘I’m Lovin it’ experience. With regards to our menu innovations, we have a menu board that designs the new innovations that are tested and researched for a specific period of time before we introduce them in the market. We also conduct test launches to gauge customer reactions and feedback to our products before they can be introduced to a wider audience group.”

     

    McDonald’s introduced its breakfast menu in October 2010 as part of its all day dining options. Initially launched in Mumbai, Pune and Bangalore, breakfast menu is also available in Hyderabad today. With the launch of breakfast menu, McDonald’s is not only providing customers a completely new range of products, but is also open between 7-11am which is a brand new day part.

     

    Talking on the McDelivery and why it isn’t as popular as the pizza companies, where home delivery form a key to their sales, Jatia said: “Asia is the only market where McDonald’s has a delivery option and this shows tremendous commitment for the market and potential to expand it more. With regards to delivery, since its launch our delivery service has grown by leaps and bound to now include a state-of the art 24×7 live call center as well as the recently launched web delivery option which is extremely user friendly. Keeping in mind, McDonald’s commitment to quality, the company has reduced the service to the neighborhood, which is up to 7 minutes away from the restaurant, from the earlier 10 minutes. The mapping of the delivery area is such that even during peak hours, customers receive orders that are hot and fresh.  McDonald’s has taken this proactive measure to ensure the quality of food is not compromised.”

     

    On the advertising front too, McDonald’s has gone aggressive, especially the OOH medium. For the new Spice Fest advertising campaign, the company has tied up with their international ad director Nick, who has been working with McDonalds International on worldwide campaigns. “Again customers’ feedback plays a big role in the way we approach all our endeavours and in this regards the look and feel of this campaign has been made contemporary to relate to our customers on an international scale. The ad brings out the freshness of the ingredients used to create a world class amalgamation of mouth-watering products coming together as part of the Spice Fest. It starts with a fun face-off between three chefs from different countries like Africa, Asia and America, all trying to prove that their recipe is superior, while still coming together to produce a delicious feast for Spice Fest,” added Jatia.

     

    Currently, McDonald’s India has 250 restaurants serving more than 6.5 lakh customers daily. In the South and West, there are approximately 150 restaurants. Their growth phase as Jatia explains can be broadly categorised as ‘Build, Grow, and Accelerate’. He divulges that McDonald’s India, and particularly Hardcastle Restaurants Pvt Ltd (the company which runs the McDonald’s business in western and southern India), has an aggressive expansion plan – including market expansion, new customer outreach formats and menu expansion.

     

    McDonald’s (West and South) will be investing approximately Rs450 – 500 crore. “We’ve been opening new stores at a rate of 10-15 per cent and expect to increase that to 15 – 20per cent going forward. McDonald’s India (West & South) is expanding its reach by expanding the portfolio and access points with formats like from kiosks, drivethroughs, web delivery and petrol pumps in addition to the restaurant restaurants,” concluded Jatia.