MxMIndia

Category: THE ANCHOR

  • It is a competitive market where players need to have the ability to constantly create content that is engaging and innovative. They need to be adept at technological evolution and have the foresight to adapt content over multiple and mobile platforms.

    The Anchor: Monica Tata on 6 reasons why running a kids’ channel is no child’s play

    By Monica Tata

     

    The kids’ genre is the largest genre in terms of viewership after mass genres like GEC contributing to 18.3 per cent of the viewership pie (Source: TAM Media Research | TG: CS 4-14 | Market: All India | Period: 2010 – Wk 3 of 2012).

     

    Although it caters to kids, being a successful player in this genre is no child’s play. It is a competitive market where players need to have the ability to constantly create content that is engaging and innovative. They need to be adept at technological evolution and have the foresight to adapt content over multiple and mobile platforms.

     

    #1 Single TV Households

    One of the biggest concerns of special interest channels like kids’ channels is the phenomenon known as ‘The tyranny of the single TV households’. In India, a majority of households have only 1 TV set which are controlled by parents during prime time hours. This is why GECs dominate the television viewership pie. Today, over 85% of kids also tune in to GEC channels. Thus the task becomes even more challenging to sustain and increase the viewership of kids’ channels. Kids’ channels’ need to constantly reinvent their content and packaging so that there are novelty factors to the channel that excite kids and at the same time, maintain familiarity so that kids don’t lose connect with the channel.

     

    #2 Target audiences

    It is the only genre which is fortunate to receive a new set of target audience every five years. Kids between the ages of 4-14 years being the core target audience, content and programming needs to be aligned with their entertainment requirements, perceptions, behavior, social and cultural ideologies, geo-demographics, etc. Kids also change their mind very easily basis what they or their friends think is ‘cool’ or not. Thus, it becomes imperative to stay ahead of times and ensure that content created for the target audience has the potential to be molded and refreshed from time to time.

     

    One such shift noticed in 2011 with regard to the viewership habits of kids is that they prefer to watch fewer shows on kids’ channels than before and have begun to spend more time per show. Thus, although the viewership for the number of shows has reduced, the overall category viewership remains mostly unchanged.

     

    Gatekeepers are another important factor to consider while trying to reach the core TG. *48% of parents always exercise control over what their kids watch. This means that if the parents are not happy with the content that is being aired on your channel, chances are that the kids won’t be allowed to watch it. Content on the channel should be considered safe by the parents for their kids. Another way to expand the viewership pie is by creating content that can be viewed by adults as well.

     

    #3 Content

    With consumers having a much wider choice of channels, ownership of quality content is increasingly being seen as a key differentiator for broadcasters. Once, Cartoon Network was the only kids’ channel airing international content, fast forward to today, and there is a plethora of kids’ channels airing classic international content (like Tom and Jerry), anime cartoons (like Hagemaru), local live action shows (like M.A.D) and the latest craze – Indian animated content (like Roll No. 21 and Chhota Bheem).

     

    Another way to garner success for content is to make it fun and engaging for gatekeepers as well as 66% of parents watch TV together with their kids. For instance, POGO has continued to hold the title as ‘The No. 1 Kids and Family Channel’ thanks to shows like Chhota Bheem and Mr. Bean that are among the top three rated kids shows by kids and adults. *(Cartoon Network New Generations 2011) Engaging and innovative content with storytelling and strong characters at the core is the focus for broadcasters of kids’ entertainment.

     

    #4 Animation

    Creating animated content is a time consuming and expensive process. Although we have taken it up as our prerogative to boost this industry via our ‘Desi Toons’ strategy, there are several challenges. Firstly, in order to truly make animation travel across borders, the storyline and characters need to have global appeal and resonate with kids irrespective of cultural and geographical borders. In this scenario, it becomes difficult to make mythology content travel which is what a majority of studios pitch to us. We have had some success in terms of shows like Kumbh Karan and movies like Arjun: Adventures of the Ice Lotus which have managed to do well in other regions of Asia Pacific because their plot is more contemporary.

     

    Another challenge is the outsourcing business models that animation studios have in place. This model makes it reasonable for large film production houses to outsource animation to India but for broadcasters it becomes quite expensive. Animation studios and broadcasters need to arrive at a happy settlement wherein there is a cost effective quality model.

     

    #5 Role of language/dubbing

    India is a vastly multicultural and multilingual region. This factor, initially, proved to be a challenge to expansion of viewership markets as content available on kids’ channels consisted of international shows available in English. Broadcasters began to realize the potential of dubbing content in local languages so that the channel could be consumed by the masses across India. Thus subsequently, kids’ channels were made available in Hindi, then Tamil and Telugu and now even in Marathi and Bengali.

     

    Content providers are taking this a step further by now transcreating scripts of international shows in local languages and not merely translating them. Shows based on humor are that much more hilarious if they capture the colloquialism and nuances of the language.

     

    #6 Beyond Television

    In today’s multi-screen playground, it’s not uncommon for kids to consume content on more than one platform. This represents huge opportunities for broadcasters to expand the presence of a brand or a character in the mobile and online space through smart phones, tablets and computers. Moreover, broadcasters and content houses are increasingly working towards building anytime anywhere access to content.

     

    The contribution of content to the digital success cannot be undermined here as well. It is important to leverage popular content on television to these online and mobile platforms in appropriate formats that are engaging, innovative and unique. For instance, Chhota Bheem’s popularity on-air has definitely contributed largely to the success of www.pogo.tv. ‘Chhota Bheem Balloon Blaster’ is one of the most popular games on pogo.tv which allows fans to connect with their hero through a game. The site has seen immense success with about 500,000 unique viewers per month. Apart from prime television when it comes to appeasing kids, merchandising is one of the most powerful tools to connect with them.

     

    Merchandising, today, has transformed into a global arena; providing an array of international and local brands to choose from. We are witnessing a healthy rise of various kinds of merchandising in every product category. Kids want to have their favourite characters with them (in the form of stationary, bags, lunch box, bottles, clothes, toys, etc.) wherever they go; be it school or outside or at home!

     

    For instance, Cartoon Network Enterprises (CNE), the licensing and merchandising division for Cartoon Network and Pogo, has reflected the growth of the industry by reaping profits and growing by almost 70 per cent in 2011 and has added 680 SKUs. CNE Products are now available in over 5300 retail counters across India. With the advent of 3G and the digitization deadline in sight, the prospects of growth in terms of market penetration and revenue accountability from subscription models in nothing but encouraging to invest the kids’ genre.

     

    In spite of these challenges, the performance of the kids’ genre in 2011 is an indication of the potential and growth of this market with the right mix. The genre not only recorded growth but also saw the entrance of new channels like Sonic and growth in regional languages as well with Marathi and Bengali feeds. In Tamil, for example, the share of Kids is higher than News. Many automobile, telecom, financial services and grocery products now target kids as well, which means this genre will continue to be attractive to advertisers in years to come. From that perspective, there is no looking back for the kids genre with infinite growth possibilities provided ‘Content remains King’.

     

    Monica Tata is General Manager, Entertainment Networks, South Asia, Turner International India Pvt Ltd.

     

  • Anurag Gupta says he would like to see demand for internet media driving up pricing and a situation where some internet media start selling at premium rates and shed their discount pricing tag.

    The Anchor: Anurag Gupta on 5 things that should change in internet advertising

    By Anurag Gupta

     

    #1 I would like the internet to be regarded as mainstream media, sooner rather than later. It is inevitable that digital advertising will overtake other media like television in revenues. This has already happened in many other countries and I would like this to happen in India as well. Digital advertising today contributes to as little as 3-4 percent of total media spends; I would like this to zoom to double digits over the next two years.

     

    #2 Unfortunately since ‘content’ is easily available online and it is free, we are seeing a huge devaluation of the value of content in the online world. I would like online content to get its due from the advertisers. I would like to see the demand for internet media not only driving up pricing, but also create a situation where some internet media companies start selling at premium rates and shed their discount pricing tag.

     

    #3 Today digital advertising is predominantly sold as ‘performance’ media. I reckon more than 70 percent of all digital advertising happens for performance, and this segment is growing faster than brand advertising spends. While I personally love performance advertising and my company DGM India is at the forefront of delivering ROI to advertisers, I would like to see much more brand budget being allocated to the internet.

     

    #4 The internet is one of the most measurable advertising media. I would definitely like advertisers to be willing to pay for using cutting edge technology that can monitor and measure their internet spends in a better manner which goes beyond just impressions and clicks. For example, I have routinely seen advertisers who spend large amounts on digital advertising using free tools like Google Analytics when it comes to measurement.

     

    #5 I would like to see the emergence of global Indian media companies in the digital space operating at the scales of Google, Facebook, Twitter, LinkedIn etc.

     

    Anurag Gupta is the Managing Director, DGM India Internet Marketing Pvt Ltd.

     

  • Unless a brand can stay relevant enough for customers (existing and prospective) they are in serious danger of losing mind share – and therefore eventually, wallet share, says Abraham Alapatt

    The Anchor: Abraham Alapatt on 5 Ways a Brand survives with intense competition

    By Abraham Alapatt

     

    1. Relevance:

    As a category gets crowded and differentiation gets blurred, the biggest challenge for a brand to survive both with existing customers (survival) and to appeal to prospects (growth) is to become and stay relevant to the customer’s life and lifestyle. Unless a brand can stay relevant enough for customers (existing and prospective) they are in serious danger of losing mind share – and therefore eventually, wallet share.

     

    Category relevance may be relatively easier in some categories that are frequently used/discussed – cars, mobile phones/providers, FMCG and personal care products, fashion and lifestyle  and so on, because category relevance is a given. The challenge for brands in these categories is to remain constantly relevant to the customer’s evolving needs and aspirations in these categories where competitors are constantly changing the boundaries of relevance either at product/service/technology level or at a brand/imagery/status level.

     

    On the other hand, brands operating in relatively less “involved” categories like furniture, cement, insurance and others – need to constantly find ways to “create” category relevance and then brand relevance to stay relevant within the category. They usually attempt to do this with innovations, service +1s, etc.

     

    2. Personalization:

    Again, as categories (and brands within them) grow exponentially, “impersonalization” in product/service/process begins to become the norm – to handle the growing number of customers and resultant demands.

     

    Successful brands (especially in service categories) use this opportunity (provided by current market leaders being “impersonal”) to target a growing set of customers and prospects who are disgruntled with this and who demand/seek a higher degree of personalization or customization, by tapping into their innate need for recognition and acknowledgement.

     

    Customers (especially the more educated/affluent) increasingly demand to be “recognized” as individuals/names and not merely by a number/ID. Brands in the service space that manage to balance the need for this personalization with the added economic price that this entails are able to not just retain their existing customers, but actually grow their business because they do this effectively. Banks, especially the private-foreign banks and airlines demonstrate this well, using highly developed HNW programs with exclusive personalization privileges to their most valuable customers.

     

    3. Relationships:

    In tough times, the power of relationships to sustain and grow business cannot be overstated. The most powerful marketing brands, actually invest more heavily in building customer/prospects relationships during slow/recessionary periods as they see the very tangible benefits of this intangible asset.  So whether it’s an Apple (that grew/grows exponentially even when their peers like RIM/Blackberry are going out of business) or an Indigo Airlines that breaks even and declares record profits while the aviation industry is reeling from its worst years in recent history – there are enough examples to suggest that powerful brand-customer relationships can see brands through the toughest competitive phases.

     

    4. Transparency & fairness:

    Across the world, one of the most frequently used attributes used by loyal customers of their favourite brand and (alternately, one of the most often heard causes for customers to reject/move away from their existing brand) is transparency/fairness of dealings or their absence.

     

    Customers expect a fair and transparent relationship with their brands. So from the advertising to the salesperson’s pitch, from the showroom experience to the call centre response, from the application form to the statement/bill, from the welcome letter to the post sales complaint/service handling – brands that want to survive a hostile competitive environment, need to ensure that their processes are simple, easy to understand/use and their technology platform capable and robust enough to ensure error free billing/service and so on.

     

    Banks like HDFC inIndiahave demonstrated that fair, understated and transparent efficiency work with customers as well (if not better) than some of their peer banks that are a lot bigger, flashier and more aggressive.

     

    5. Consistency of service quality:

    Seemingly the most obvious, but sadly often the most overlooked. The mobile network that is often down/out of range, the bank ATM that is down often, the mutual fund that delivers consistently below the benchmark index/market, the car that breaks down often – these are often the most likely causes for customers to move away from their existing brands – especially when competition is tough and enticing them with juicy deals.

     

    Poor or inconsistent service obviously does little to retain customers during these testing times. Brands that want to survive and even grow during tough competitive times, would do well to review their basic product/service delivery quality and consistency to ensure it is on par if not better than peers – or run the risk of losing their customers much faster and easier than they gained them.

     

    Abraham Alapatt is Senior Vice President & Head – Brand & Corporate Communication at Future Generali India Life Insurance Company & Future Generali India Insurance Company

     

  • One learns from every profession but it's a different learning if one has had a dramatic shift in professions, says Nayyar

    The Anchor: Anita Nayyar on 6 things she has learnt from being in the media business

    It seems like a lifetime that one has been in the media business. One learns from every profession but it’s a different learning if one has had a dramatic shift in professions. From being a Microbiologist & Pathologist to the business of Media has been a long and interesting journey.

     

    Passion pays:

    Passion pays tremendously. Inspite of a dramatic shift in profession I realize that it was/is my passion to excel in whatever I do, has paid off in my career.

     

    Adapt as you progress:

    Key to success is to be always ready to adapt oneself especially in the fast moving and evolving industry like media. From full service to media brands, from implementation to strategy and planning, from traditional media solutions to integrated solutions, from media to communications, from media planning to communication planning.

     

    Eye for detail:

    As they say “God lies in the details”. In the fast paced, unorganized world of media and advertising unplanned and non implement-able big ideas fail to make impact of any kinds.

     

    Hardwork & Dedication:

    There is no shortcut to success. Hardwork and dedication are the key ingredients to a good professional recipe. Especially when you don’t have any mentors. Get known by your work.

     

    Multiple solutions:

    It is important to always have multiple solutions; it reduces the chances of failure.

    Alternates are keys to media solutions.

     

    Never repeat mistakes:

    In media you are allowed to make a mistake only once hence, never ever repeat a mistake, it costs.

     

    Anita Nayyar is the CEO, India & South Asia at Havas Media

     

  • News, Copyright issues and a more gorceful role by AROI are some changes that Tarun Goyal wants in the radio industry

    The Anchor: Tarun Goyal on 4 things that should change in the radio industry today

    By Tarun Goyal

     

    1. Radio must have full-fledged news:

    Radio should be allowed to air news freely. By allowing the private radio stations to air news limited to only AIR is not sufficient, radio is a local medium, it must be given a free hand to broadcast news.

     

    2. Copyright issue must be resolved:

    The Government of India must make the copyright policy clear. The government should come out with a formula on revenue share basis as this will change the way the dynamics of the industry. We are sharing 4 per cent of the revenue with the government ofIndia, so why can’t we share the revenues with the music companies? I believe this model can solve most problems facing the radio industry today especially in programming.

     

    3. Government must be more supportive:

    The government should be more supportive in formatting their policies for radio because the government spending on radio is not sufficient enough for the growth of the industry.

     

    4. AROI should be more assertive

    Although the AROI is functioning well, the change I would like to see is that AROI should pursue be more assertive in meeting the needs of the radio industry. The AROI must function more aggressively and the government should also take the body seriously as AROI is a body which was formed by the radio broadcasters.

     

    Mr Tarun Goyal is the Founder, Director of Radio Chaska

     

  • With advertising, brands can rationally differentiate themselves by highlighting their unique selling points which makes it stand different from other brands

    The Anchor: Sanjeev Singhai on 6 reasons how brands benefit by specific ad solutions

    By Sanjeev Singhai

     

    1) Advertising informs and educates

    Advertising delivers news around the brand to consumer. explains how brand is the best fit around taste, value for money or lifestyle that the consumer is looking at, thus making it easy for consumer to make the purchase decision. It can also be used to explain complex product feature or clarify consumer doubts around the brand or raise awareness among consumers about the new variety or categories of products and services that the brand has to offer.

     

    2) Advertising differentiates

    With advertising, brands can rationally differentiate themselves by highlighting their unique selling points which makes it stand different from other brands, making it easier for a consumer to make a purchase decision.  It also stimulates competition in the marketplace and allows space for the category to grow.

     

    3) Advertising persuades to purchase

    Advertising aims at persuading the potential customers, impacting their intention to purchase the product. Advertising attracts attention towards a product, and by sharing its unique features, advantage and benefits, creates desire to have the same and finally induces consumers to visit the market and purchase the same. Advertising has psychological impact on consumers. It influences the buying decisions of consumers.

     

    4) Advertising drives sales

    Advertising not only creates an emotional connect between consumer and the brand but can also be used to support the sales promotion efforts of the brand, allowing it to make positive contribution in sales promotion. Thus advertising help brand contribute to company’s growth and profitability.

     

    5) Advertising creates demand (drives trial)

    Advertising spreads information and encourages consumers to ‘try’ new products. Such advertising leads to product trials, thereby leading to creation of new demand. Various promotions are offered to consumers in the initial period giving them an inertia to try the new product and generate positive response which helps in creating new demand from non-users and build a relationship with brands.

     

    6) Advertising helps brand reinforcement

    Advertising helps in reinforcing brand’s name and image to the public, which can be part of a long-term marketing strategy. For example, when Nestle produces an ad for Aata Maggie, it is not only telling the benefits of that product but is also keeping the Maggie brand live in the minds of consumers, which can also help the sales of its other products. Advertising help build brand image with distinct personality of the product. Advertising builds brand image and this develops consumer loyalty towards a specific brand.

     

    Sanjeev Singhai is Business Director – Indian Sub Continent, Buchanan GroupIndia

     

  • It’s not a fun thing that’s happened, but AN Chorreachose to add his two-bit on what could be (and what should’ve been) done for the Imagine announcement to not happen.

    Anchor: 5 ways how Imagine could’ve survived

    By AN Chorrea

     

    It was indeed shocking to see Turner cease all operations of Imagine TV with effect from yesterday. My considered view is that Turner Broadcast could’ve managed to see Imagine survive the Great GEC Race and also thrive by any of these five programming tweaks.

     

    1. Rakhee round the clock

    Rakhee Sawant may have got into the limelight thanks to Bigg Boss on another GEC, but it’s all the crazy things that she did on Imagine that caught the world’s imagination. And made her a household name. So, wouldn’t it have been a great idea to have Rakhee and Rakhee along all 24 hours?!

     

    2. Reality round the clock

    Imagine isn’t the only channel which is into reality shows… almost every channel is. But remember they started out with one, albeit for just a week. Methinks heavy doses of Rakhee Sawant, Rahul Mahajan and all other types of international and desi formats would’ve got it all the ratings!

     

    3. Maximum Mythology

    All channels have mythologicals, but given its superior rendering of Ramayan and later Dwarkadheesh Bhagwan Shri Krishna and more recently Mahima Shani Dev Ki makes one wonder that if Imagine aired only mythologicals round the clock – with lavish sets, et al – wouldn’t it have worked in its favour?

     

    4. Supernatural mumbo-jumbo

    I am sure you’ve seen Raaz Pichle Janam Ka, the primetime show that’s a reality show showing the practising of past-life regression. The programme is quite engaging leading us to suggest that the channel should’ve gone in for all the supernatural, astrological and other bizarre stuff for at least 18 hours a day. And for the other six hours: more supernatural stuff. Possibly TV shopping for gizmos that can help you cross all barriers in life.

     

    5. Get the original Jhatka from Pogo

    For a man who stole everyone’s hearts in Fauji, Shah Rukh Khan has had a  easonably awful track record on telly ever since he became a superstar. KBC with him as anchor was no great shakes and Paanchvi Paas on Star Plus and Zor Ka Jhatka on Imagine were disastrous. It would’ve perhaps been nicer if Imagine could’ve got Pogo to part with its version of Takeshi’s Castle. While the show’s fun, it’s Javed Jaffrey’s commentary that does the trick and one can keep watching it endlessly. As the show’s name suggested SRK’s Jhatka deserved a kick at all the right and wrong places. Zor ka!

     

    AN Chorrea is a seasoned industry-watcher who writes under a pseudonym

     

  • Women in catfights, people having babies just to get Facebook likes, reporting gynae visits, discussing exes… such fun! The things people do for Facebook, says Rahul Kishore

    The Anchor: Rahul Kishore on 5 reasons why Facebook is such a stressbuster at work

    By Rahul Kishore

     

    Having joined Facebook four years back, and being active on it I can honestly say that not only is it a great stress buster at work…but helps me stay focused all day. The reasons are many…

     

    1. It cuts out other forms of relief which are detrimental to one’s health

    Smoking for example and endless cups of coffee or both. I don’t need to walk out to the terrace in dusty Gurgaon to look around while taking puffs out of a cigarette. Nor do I need caffeine to get me through. I don’t smoke though…

     

    2. It helps me stay in touch with my friends and some important associates

    Feel the need for a chat? Just log in…of the 15 odd friends logged in, you will definitely find a reason to chat with atleast two, if not three…this chat could at best be five minutes. Sometimes with more than one person…Lightens the mood and energizes one to get back to work with gusto.

     

    3. Helps me stay young

    While reading others’ status updates you are able to relate a lot more to the younger lot. Comment on something, and they fire back almost instantaneously. The repartee has to be swift and sharp. I win on most occasions…in fact all! 🙂

     

    4. Good for a laugh

    Laughter is the best stress buster of all. I see the photos and the updates and sometimes laugh uproariously. Women in catfights, people having babies just to get Facebook likes, reporting gynae visits, discussing exes…such fun! The things people do for Facebook!

     

    5. Great way to stalk your exes

    Others’ exes too…see how they shaped up 20 years later…how fat, how bald, how old they look. What are their kids like? Where do they party and holiday? Are you better off without them?

     

    Rahul Kishore is Senior Vice President, Mogae Media

     

  • Watch a movie? Maybe. Or read, shop, check out sports. Or watch a movie.

    The Anchor: 6 things you could do in the looooong Diwali break this week

    There’s an extra long Diwali break coming up. So you’ve had to cancel your Bangkok holiday because of the deluge there and find the tickets to every other touristy place exorbitant? You would’ve liked to watch Ra One at least once, but the endless promos have ensure that you have the movie coming out of your ears, eyes and toe nails?

     

    Worry not. Here’s a recommendation from the MxMIndia editorial team of what you could do.

     

    #1 No 1 on our list is the exclusive biography of Steve Jobs. Written by Walter Isaacson, this book shot up on the Amazon popularity charts from oblivion to the top after Jobs passed away. Since it’s got the blessings of Jobs, be sure of getting some rare insights.

    It’s going to be on all bookstores and is available for quite a steal on Flipkart (Rs 559) or better still, off uRead.com at Rs 543. Hey, the 16 bucks could buy you a world of things. Isaacson’s book is scheduled to be out today (Oct 24).

     

    #2 Go shopping for the Smart TV at Chroma, eZone, Vijay Sales etc. The Samsung Smart TV or the other brands in the same genre. It can do loads of things together, plus also play videos from DVDs and YouTube. Prices are high, but can be fitted into EMI plans.

     

    #3 Get yourself a couple of DVDs. Check the ones at Flipkart (http://www.flipkart.com/movies). Okay the new releases may not excite you much: Nutcracker 3D is a downer. Zindagi Na Milegi Dobara has already been on telly recently, but if you want to see it at one go and with deleted scenes and the making of a few of the songs, go for it at Rs 255 (Flipkart again). Some good giftables are available from among the TV shows.

     

    #4 Live events: Eden Gardens is going to come alive with an ODI tomorrow (Oct 25) and a T20 encounter on Saturday (Oct 29)… the games are between India and England and they’ll be on Neo Cricket (and DD). There’s Metallica in Gurgaon (Oct 28) and Bengaluru (Oct 30). Plus of course Lady Gaga and all the entertainement acts to coincide with the big F1 days on Oct 28-30.

     

    #5 Go watch Ra One. Poor Shahrukh Khan. He’s invested huge sums of money and time for its promotion. May as well watch it. Meanwhile, visit MxMIndia next Monday for our expert view on the film and how we think the reviewers fared.

     

    #6 And last but definitely not the least, await MxMIndia’s Diwali special on Wednesday. Titled ‘It’s gr8 to be in the media’.  Guest writers plus Anil Thakraney, Ranjona Banerji, and, a little birdie tells us, even Mediaah! To those of you, who’ve been initiated to MxMIndia a little late, this may be a good opportunity to dig into our archives.

     

  • Amidst all the gush about AdAsia 2011, a senior mediaperson dwells on why it's OK if you've given it a miss.

    6 reasons why you can do without attending AdAsia 2011

    #1 Rs 40,000 for entry. Okay, you could get early bed or bulk entry discounts, but it’s still not small money. Plus travel – flight tickets, local travel and hotel. All of this amounts to around Rs 75,000 if you stay in a budget hotel. Rs 1 lakh if it’s 4-star-upwards.

     

    #2 Usual suspects, usual suspects, usual suspects. It’s the same old faces at all our industry events. AdAsia had Harish Manwani of Hindustan Lever on Day 1. But Shah Rukh Khan? Grrrr!

     

    #3 There is a need to draw younger professionals to AdAsia and not 40-plus and 50-year-olds.

     

    #4 The same old format of keynotes, speeches and panel discussions is boring. C’mon marketers and advertisers. You guys are creative, why not think of something innovative?

     

    #5 You network every day with your friends and aspirational friends on Facebook, LinkedIn and Twitter. So conferences like these need to relook the role of these events for connecting with the fraternity. Agreed there’s nothing like meeting people face-to-face, and Facebook friendship is also fine.

     

    #6 Why Delhi? It was good to not do it in Mumbai. How about Bangalore, Pune, Amritsar, Calcutta, Chennai? Wasn’t Calcutta once the capital of the adwallahs?

     

    The writer of this is a senior member of the media industry. She/he prefers to stay anonymous as according to her/him, the industry is not much of a sport and may not take kindly to the criticism.

     

  • we can't ignore the fact that online shopping gives us more discounts and privileges to get the right products into our homes, even without stepping out of our doors says Rama Jamili

    The Anchor: 6 things to keep in mind while looking for discounts online

    By Rama Jamili

     

    Investing our hard-earned money is very important, especially when we want to buy something tangible. Nowadays, people are worried when it comes to online shopping. But we can’t ignore the fact that online shopping gives us more discounts and privileges to get the right products into our homes, even without stepping out of our doors. Price is the primary factor when we do online shopping. Here are 6 things to keep in mind when we go for discounts online.

     

    1) Quality:

    While purchasing any product, quality of the product is of prime importance for the customers. Hence, maintenance of quality of each and every product is valued more by the online retailers, because we are more focused on retention of customers. Description and specifications of the products can be checked before selecting any product. If the buyer is not satisfied with the quality of the product, they can first check the product and then only buy it. Online shopping also has options of cash back in case the buyer finds any damages or faults with respect to the quality of the product.

     

    2) Time period for product delivery:

    Delivery of the product within stipulated time is another important factor while shopping online. Many websites offer buffer delivery time, like delivery can be made within 2-3 working days, but the product reaches the customers within a day, which definitely creates a good impression in the buyers’ mind. In today’s busy world, where people don’t have time to go out and shop, online shopping is the best option for buying/sending gifts for birthdays/anniversaries and so on. Online shopping with discounts and proper delivery of the product attracts more Indian customers.

     

    3) Variety of products:

    More discounts will be available when wide variety of products is offered in online shopping. The advantages are, first, it attracts more customers as there is choice. Second, online retailers provide an option to compare prices of different brands or different models.

     

    4) Guarantee/ Warranty:

    The next big question for most of the buyers, if they are buying discount products online they are not sure of ‘guarantee /warranty’ of the product. Despite mentioning about the products warranty, for example if it’s a mobile then the warranty period will be mentioned. All customers should check the warranty and provide proper email id so that there is always a proof with them about the product. Still, if the product bought online has any defects; the product can be repaired or exchanged.

     

    5) Mode of payment:

    Another important factor is mode of payment for the products purchased online. Some people are worried about the quality of the product or what if it is damaged or if they buy a fake product. This fear can be removed by inclusion of Cash on delivery (COD), which is the most preferred option. Other options available are Credit card, debit card, VISA and others. Easy refundable clause is also prior concern to the customers.

     

    6) Free shipping:

    Free shipping is another factor which buyers generally look for to save cost. Shipping cost would again add up more to the amount paid for particular product which generally bothers the buyers. Online websites providing free shipping attracts more buyers to discounts of products where retailers are making it easy for buyers to shop online.

     

    Rama Jamili is the Director of Fopping.com

     

  • In the creative business you don't need any qualifications to shine. The idea is a great leveller says Robby Mathew

    The Anchor: Robby Mathew on 6 reasons why life of a creative is different from that of others

    By Robby Mathew

     

    1. Most jobs are about patterns where the endeavour is to master the pattern. You do the same thing repeatedly till you are good at it. In creative, every day is new. You don’t know what marketing problem is going to be thrown at you. You have to relearn everything, every single day.

     

    2. Creative is the business for young people. In creative you start ‘losing it’ as you grow older, unless you make a conscious decision to stay young/ stupid/curious/eager/brave.

     

    3. Creative people have to be complex (like the colour white which includes all colours). Creativity allows for paradox, light, shadow, inconsistency, even chaos – and creative people have to experience extremes with equal intensity.

     

    4. Here in this field you can give birth to an idea, nurture it and make it big. And then, like a proud parent, you can show it to the whole world. How many other careers can offer that???

     

    5. In the creative business you don’t need any qualifications to shine. The idea is a great leveller.  A college drop out with a fertile mind can outshine a business school star in no time.

     

    6. In creative, you are only as good as your last job. Nothing keeps you on your toes like a job in any creative function.

     

    Robby Mathew is NCD, Interface Communications