MxMIndia

Category: THE ANCHOR

  • Contrary to popular belief, this profession is all about listening, thinking and making a judgment call – rather than talking and then thinking while talking.

    The Anchor: 5 things young talent should do before drafting a brand idea

    By K V Sridhar

     

    #1 Listen to the client: Listening to the clients at various levels of brand management will give you a deeper understanding on the issues facing the brand. It is important to know where the problem or the challenge lies; at times the symptoms can be misleading and point towards the advertising while the issue could be availability of a certain pack size or erratic distribution. Remember, communication is only one of 10 things a brand does.

     

    #2 Listen to peers: Listening to peers in the Industry or within the agency will give a good intuitive outsider’s unbiased perspective. I believe perceived problems are more dangerous than real ones. Hence the check.

     

    #3 Listen to the consumers: Listen to their life views and then their views on consumption of various product categories, before you probe into yours. People are passionate about life, not products or brands, hence talk to them as people, not as a specialist trying to run an experiment.

     

    #4 Listen to your mother/ wife: Often they give a selfless view on brands and their behaviour, they do not hesitate to use harsh words if required to describe the reality. This may even help you to get newer or deeper insights into life and the category.

     

    #5 Listen to yourself: Having listened to everyone, you have won the right to listen to yourself, use your intuition to come up with a solution which in your judgment will answer the issues or meet the challenge. In the final analysis you need to be convinced about the idea, which can potentially solve the problem. This conviction is what the clients are looking for or paying you for.

     

    Contrary to popular belief, this profession is all about listening, thinking and making a judgment call – rather than talking and then thinking while talking.

     

    KV (“Pops”) Sridhar is the National Creative Director of Leo Burnett, India.

     

  • The simplest medium is often the most effective – and right under our noses.

    6 reasons why wall graffiti advertising attracts brands

    By Mihir Mody

     

    #1 Wall advertising is cost-effective

    These campaigns act like small billboards, which are comparatively cheaper than hoardings and give distinct visibility in any part of India. It is a cost-effective method of communicating with the people.

     

    #2 Shapes, sizes and more…

    Brands get a variety of options to reach out to consumers. Wall paints can be done in any shape and size and at any location according to the target audience.

     

    #3 Effective media

    It is the most effective media in reaching masses – it reaches the small town as well as interior villages across the country. For example, if a firm has a Rs 20 lakh budget, it can cover any state deeply.

     

    #4 Different strokes, different flavours

    Painting in regional languages with good innovation can create high brand awareness among the local population. It is easy for people to connect with that brand which creates a brand image with a local touch.

     

    #5 Wall paintings have rural reach

    There are a number of brands which target semi-urban and rural audiences. For them wall painting is an excellent way of reaching these audiences en masse. They can reach out to nearly 75 percent of the rural audience. Wall paintings create a better impact through good visuals as they target uneducated people across the country.

     

    #6 Longer shelf life

    Wall paintings have a longer shelf life as compared to other media. They can give distinct visibility for a longer period of time which other media fail to do. A TV commercial, for example, has a shorter span of time – a few seconds – while on the other hand print media (newspapers) have a short span too, of one day.

     

    Mihir Mody is Founder and CEO, Adwallz.

     

  • At the touch of a mouse, a universe of customizable radio – what's not to like, asks Prashant Panday.

    The Anchor: 5 reasons online radio will grow in India

    By Prashant Panday

     

    #1 Variety in Music Programming

    As internet radio grows it will offer much more variety in music programming. The internet is the future of everything, and radio happens to be part of it. Radio is currently hamstrung by the music royalty license issue, but we hope that it will get sorted out soon. Once that happens, all Indian radio stations will be available online.

     

    #2 No Geographical Boundaries

    Geographical boundaries that exist today will be demolished. What will happen is that a listener in Mumbai will be able to hear a Delhi radio station and vice- versa, or a New York station in Mumbai etc.

     

    #3 Higher Interactivity

    There will be far higher interactivity. For example, if I like a song, I will be able to download it instantaneously. In fact, download speed will further increase as 4G services will be available; and as broadband internet penetration increases, it will bring more users on board.

     

    #4 It Will be Wonderful for Artists

    As online radio grows strong it will help artists make a mark in the music industry merely on the back of great content; whereas today, a whole lot of marketing support is required.

     

    #5 New Challenges and New Opportunities

    For broadcasters it will bring new challenges because there will be much more competition, it will also offer new opportunities because then the whole world will be our oyster.

     

    Prashant Panday is CEO, Radio Mirchi.

     

  • Most brands have seen increased purchasing power in smaller markets, and these audiences can be tapped effectively using OOH, feels Vikas Nowal.

    Anchor: 5 reasons OOH must shift focus to Tier 2 & 3 cities

    By Vikas Nowal

     

    #1 There is considerably less OOH media clutter in Tier II and Tier III markets, which means that messages do not get lost in the proliferation of communication targeting the target consumer.

     

    Media is more noticeable in these markets, so any innovations done are highlighted, and receive local media coverage as well as become talking points among the TG.

     

    #2 The relative cost of media is less, therefore, spending more rational amounts of money can help cover the city, rather than spread yourself thin due to high per unit outlays. It is possible to capitalize on the “build” and perception “spillover” quality of OOH, by retaining sites for a longer duration, since the costs are rational.

     

    The limitations of too-short campaign periods, which have become almost a norm in metros, can be rectified and the campaign has the ability to register and be internalized by the TG.

     

    #3 Business potential across categories is rising in these markets, therefore an investment in media in these cities results in better ROI for the client. Most brands have seen increased purchasing power in smaller markets, and these audiences can be tapped effectively using OOH, whereby the returns will typically be higher than in metros.

     

    #4 Media absorption power in these markets is more limited, therefore the possibility of optimally covering the entire city costs less than a Mumbai or a Delhi. For eg: spending Rs100 in Mumbai / Delhi may yield a less than optimum coverage whereas even a lesser spend in a smaller market with a comparable geographical spread may result in overkill.

     

    #5 Malls and multiplexes are gaining traction in smaller markets as destinations, and media available at these locations provides a controlled OOH visibility option closer to POS, thereby driving purchase decisions. Activation undertaken at these locations also helps in multiplying the effect of static OOH done across the city.

     

    Vikas Nowal is Vice President, Mudra Max OOH.

     

  • Rajesh Gangwani lists what is absolutely crucial before, during and after making a pitch to the client

    The Anchor: 5 things to follow when pitching for a new biz

    1. Getting all the facts right

    The more you know about the client and the key stakeholders involved, the context in which the pitch is being called for, with due diligence regarding client business fundamentals, the marketing issues facing the brand in question, the competitive agencies you are up against, the more it will help in channelizing the agency’s efforts in the limited time frame that is available to do justice.

     

    1. Getting the Brief right

    From a detailed RFP to providing a website link, client briefs can pose different challenges! Irrespective of the format, it is crucial that complete clarity on pitch expectations, deliverables and evaluation criteria is obtained before starting work. Government pitches are a totally different experience altogether …from the tendering process to the voluminous documentation required. Making sure that there is no ‘technical’ slip up is a critical part of the protocol.

     

    1. Getting the ‘pitch strategy’ right

    Even before formulating a brand strategy, it helps to have agreement on the broad pitch strategy. Are you going to lead through a strategic recommendation or do you spend more time on beefing up the creative idea? What’s the budget on the pitch…Do you need to spend money on conducting research to back the strategic approach or make a cheap and cheerful audio visual to amplify the idea?

    Do you need a simple brainstorm session or a war room kind of set up to get everyone aligned? Do you present one idea or more than one (different schools of thought here!)?

    What level of integration are you aiming at in the pitch with the number of specialists on hand…Media, PR, Digital, Activation etc.? Should the pitch be in the client conference room or an out-of-box location to create the desired impact?

     

    1. Getting the Team right

    Pitches can range from a small local proposal to a large global one. Getting the right team composition is vital to bettering your chances to make it a pitch winning effort. While some clients insist on strong local teams and people who will eventually lead the brand post the business being assigned, many clients are not averse to seeing what the agency has to offer in terms of national and global resources. Big global pitches, therefore, increasingly involve multi-country teams and specialized skill sets from across the world as part of the pitch offering.

     

    1. Getting the client engagement right

    Pitches nowadays tend to be long drawn affairs with multiple agencies and many rounds involved. It is important, therefore, to be completely engaged with the client- pre, during and post the pitch process. There can be many a slip between the cup and the lip at any of these stages! The pitch outcome in many cases may not have anything to do with the pitch, ironical as it may sound. The final act could well be enacted far away from the scene of the pitch…so all ears to the ground as they say!

     

    Rajesh Gangwani is the Senior Vice President-South, JWT India

  • Ajay Kakar, CMO – Financial Services, Aditya Birla Group on when the time's right for you to say ta ta to your agency

    The Anchor: 8 indications when you know it’s time to bid goodbye to your agency

    By Ajay Kakar

    These are the views of a person who has invested 15 years at the agency end. And for the last six years he has been at the client side.

     

    These are the views of a marketer who strongly believes that the role of an agency partner is invaluable to his success and the success of his brand.

     

    #1 When you have the frequent need to say all the best to exiting key members of the agency: A brand is built over years. Passion and consistency are two critical pillars in this journey. And if an agency loses/shifts your key team members frequently, that’s bad news.

     

    #2 When you have many people servicing your account but you do not remember the name of any: You do need mere hands and legs. To quote David Ogilvy, you need people who know more about the brand than even the client. People who leave an impression on you and make an impact on the brand. People you can’t afford to forget. Nothing less will do.

     

    # 3 When you have meetings only at times of a brief initiated by you: You need Brand Custodians and Brand Stewards. People who are thinking of your brand all the time. And not only when you have a felt need. Else you will always feel compromised.

     

    # 4 When your agency only discusses advertising or 30-seconders with you: In today’s world you need to surround and engage your fickle and distracted consumer at all times. And if your agency doesn’t help you with that they may be contributing to your losing your customer.

     

    # 5 When your agency does not meet you after a campaign to enquire about the results: A marketer does not need advertising. He needs advertising that sells. He is evaluated on results. If your agency is not helping you get there faster, cheaper or better, why will you value them?

     

    # 6 When your agency doesn’t ask for an annual hike with confidence and more so if your agency does not propose a performance-linked incentive plan: A true partnership must be a win-win for both parties. And if your agency is contributing to your success, why would they think twice before asking for your just rewards. Is it because they are not performing?

     

    # 7 When an agency doesn’t meet you at regular intervals to seek a structured

    feedback/evaluation: If your partner doesn’t have a road map with clearly defined milestones, there is a good chance that you are not headed in the right direction.

     

    # 8 When an agency does not aspire to win industry recognition/awards on your brand: In our business passion is everything. And if your partner is not excited to do pathbreaking work for your client work that gets noticed and talked about the brand is possibly not in safe hands.

     

    Ajay Kakar is CMO – Financial Services, Aditya Birla Group

     

  • "100 reasons why…"? Or, "100 reasons what…"? Damn! Where do I start? says Ajay Kakar

    The ‘Special’ Anchor: Ajay Kakar offers ‘100’ pointers MxM must remember in its journey ahead

    By Ajay Kakar

     

    How time flies!

     

    It seems like just ‘yesterday’, that I was invited by MxM to contribute to its first ‘issue’ to hit the net. I was asked to write on a potentially controversial subject; “8 indications when you know it’s time to bid adieu to your agency”.  While I clicked away on the computer late at night, I was afraid of the potential backlash that I could receive, from the industry that had given me an alternate career and an identity, two decades ago, and till as recently as 2005.

     

    But I was fortunate to receive very warm and encouraging feedback from friends and till-then unknown names, alike, from both the advertising and marketing fraternities. Phew! That was a relief.

     

    And today, once again, it’s late in the night/early in the morning. And I am clicking away on my computer for the 100th issue of MxM. While I feel honoured to have the opportunity to contribute to these two key milestones in the life of this ‘new entrant’, what frightens me this time is that I have an open mandate to write on whatever topic that I like. But with a request that the piece should cover a 100 points! “100 reasons why…”? Or, “100 reasons what…”? Damn! Where do I start?

     

    Having been at the client and agency end, I know the importance of a ‘client brief’.  So here goes…

     

    100 pointers (in no particular order) for MxM to remember, as it continues on its journey towards the next many centuries…

     

    1. The Indian advertising, media and marketing fraternity is a small family. It’s as if we know everybody and all that there is to know.

    The opportunity is to widen our horizons. Introduce a fresh perspective. And increase/improve our learnings by making us realise that there is still a whole new world out there, waiting to be tapped

     

    2. Advertising. Advertising. Advertising. Our world seems skewed towards the visible and glamorous world of advertising, and more specifically the 30 seconder

    The opportunity is to make us realise that there are many powerful weapons in the communication armoury that remain untapped or inadequately used

     

    3. The same few names. All the time.

    The opportunity is to also bring to light the news and views related to the     yet unsung heroes, be they brands, agencies or people, who are blazing new trails, but are still below the radar.

     

    4. India is now being recognised as a strong potential, in the world of brands.  And still, there are miles to go, before we can be acknowledged as an undisputed force to reckon with.

    The opportunity is to bring the best of thinkers and doers from around the world to our doorstep, so that we can speeden up our learning curve.

     

    5. The media always has a pov on our industry.

    The opportunity is to not only have a pov, but to also partner the industry, actively, rather than be a mere bystander and observer.  To become a platform for transformational thinking.

     

    ….As all the loyal visitors of MxM will say, in unison, what is the purpose of my Pointers! MxM not only believes in all the opportunities listed by me, but it has been practising the same for the last 100 issues.

     

    I am a repeat and regular visitor to the site. I know that the site already believes in and practices all the Pointers that I have highlighted, above. I know that the site is addictive. And I join the site’s loyal base of visitors to salute the efforts of team MxM to remain an independent voice of the industry.

     

    The purpose of my piece is not to ‘preach to the converted’ ie. MxM. But to remind them of the path they have chosen. And successfully stuck to, so far. My aim is to remind them of the opportunity. And the need to stay with this path for the many centuries ahead.

     

    So today, let’s celebrate the century gone by, while looking forward to their journey ahead.  For, if you have set off on a path to perfection, the journey never ends. As they say, the match has just begun.

     

    PS: What happened to the brief (100 points)? I have exercised my right as a “client”, to change the brief.

     

    The client (and columnist) is always right! Lol – Ed

    Ajay Kakar is Chief Marketing Officer – Financial Services, Aditya Birla Group

     

  • A lot of information today is lost in business jargon which business papers must stay away from.

    The Anchor: 6 things for the publisher of a business publication to remember

    By Vivek Khanna

     

    #1 One of the most important things that the publisher of a business paper – or, for that matter, any publication – has to keep in mind is the content. Accuracy and genuineness of information is critical to the success of any newspaper.

     

    #2 It is extremely important that the content and business sides of a paper are always separate, especially in a business publication. There has to be a wall between the content and business side so that no one can influence the other.

     

    #3 Checking for errors is extremely important. Business news can make or break an economy, hence it is critical to keep many level of checks before any news goes into print. In our organization, we have several levels of checks to ascertain that the news which goes to print is genuine and credible.

     

    #4 Journalists and Editors for a business publication have to be handpicked as they are meant to have a very special skill set and knowledge of the business world.

     

    #5 Business news needs to have more clarity. A lot of information today is lost in business jargon which business papers must stay away from.

     

    #6 In a market where there is a plethora of publications, it is of importance that a business publisher finds the differentiating factor for his product. A differentiated product with credible content is the only way to success.

     

    Mr Vivek Khanna is the Publisher and Business Head of Mint, HT Media Limited.

     

  • India's English speaking-population, urban and elsewhere, and the amendment to the Cable TV Networks (Regulation) Act make it a good time for an English movie channel, says Ajay Trigunayat.

    The Anchor: 5 reasons why it’s the best time to be in English movies

    By Ajay Trigunayat

     

    #1 India has the largest English speaking population.

    India has one of the largest English speaking populations in the world, and as a result has been a potential market for all things English! English enjoys the status of subsidiary official language but it is the most important language for national, political, and commercial communication. English speakers inIndiaoutnumber those in all of Western Europe, not counting theUnited Kingdom. And Indian English speakers are more than twice the UK’s population.

     

    #2 Amongst English channels, English Movie Channels have the maximum viewership.

    Amongst the English TV category, it is the English movie channels that comprises of 35 percent of the market share. This is the highest in this category. The English movie category also has a reach of around 27 percent of the total television viewers. These numbers definitely move the genre which was earlier seen as niche, to be highly influential.

     

    #3 English urban audiences.

    Yes, English is everywhere in India. Urban population: 33 percent of total population and 95 percent of all households have a TV. 2012 will also see Times Television Network launching new English channels in a bid to strengthen the overall channel bouquet. The timing could not be better at the pace which theEnglish Channelspace is growing.

     

    #4 Digitization.

    • Indiais riding on robust cable and satellite growth. The television household universe has grown from 134 million homes to 148 million homes over two years.
    • Within this cable and satellite has grown from 103 million to 126 million. The media and entertainment industry is at an inflexion point with digital being the buzzword. Rightly so, every segment within the media and entertainment ecosystem is getting impacted by digitization in a significant way.
    • Digitization, where the feed will be received through set-top boxes, is expected to be executed in phases and the four metros ofDelhi, Mumbai, Kolkata and Chennai have to shift to digital addressability by March 31, 2012.
    • Increased Digital penetration will lead to parity in audio-visual reception and experience. Thus, channels which are on hi-frequencies which has distorted channel reception will tend to gain in viewership.
    • With CAS being mandated soon, the carriage fee should go down and subscription revenues should take a leap.
    • Currently the digital viewership contribution to the English Movie Channels is 31 percent which will go up to 50 percent by the end of 2012.

     

    #5 Increasing footprint.

    Transition of viewership from 5 – 8 metros – 1 mn.+ markets: 35 markets as per 2001 census to 53 markets as per 2011 census

    • Having expanded the horizon from 5/7 metros to 8 metros: All 1mn.+ towns is the next big opportunity
    • With the perception change amongst the viewers’ mindsets and the recent news about Lok Sabha passing the second bill to amend the Cable TV Networks (Regulation) Act 1995 has opened newer avenues for the English movie channels.
    • With the target audience no longer residing only in the metros and moving into the Tier 2 and Tier 3 cities, there is an opportunity to penetrate into the smaller cities, thereby expanding the overall viewership.

     

    Ajay Trigunayat is the CEO, English Entertainment Channels, Times Television Network.

     

  • The youth consume more of global sporting action which is not cricket, and advertising with these sports will also help brands stand out, says Darshan M.

    The Anchor: 5 reasons advertisers should bet on new sports that appeal to Gen Y

    #1 75 percent of India is below the age of 35 years.

    They are more connected and the world is a smaller place for them. They consume all global sporting action including Soccer, Motor Sports and so on. Advertisers trying to reach them need to understand that they do not consume the same old mix of cricket. The brand needs to be clear if they are targeting 25 per cent ofIndiaor the 75 per cent.

     

    #2 Cricket is expensive.

    Advertisers used to get best ROI with Indian Cricket in the earlier days. But now the property is very expensive and out of reach of most advertisers. Brands with a few million rupees to spend for a month cannot even dream of cricket properties like IPL.

     

    #3 Brands looking to be multinational need to associate and build the brand around multinational sports.

    With more and more Indian brands buying global companies and entering new countries, they realize the need to look beyond sports played in a very few countries. Only Soccer and Motor sport are truly global.

     

    #4 The future lies wide open to companies that are willing to be nimble, adventurous and innovative.

    With the market dynamics changing so quickly brands need to invest into new age sports that allow innovation and brand integration. Unfortunately, established sports do not allow any tweaking as the rules are very firmly set. New sporting ventures keen to gain market share will be more open to innovations.

     

    #5 Cricket is overcrowded.

    The market is already very crowded with new competitors are entering every day. And every new brand seems to try and build around the platform of cricket. How will you differentiate your brand and its ethos if everyone has the same product features, same benefits and now the same brand ambassador? Investing into new sports will give the brands a new and exclusive identity. They help brands stand out of the crowd.

     

    Darshan M is the CEO, I1 Super Series at Machdar Motorsports Private Limited.

     

  • Advertisers and media agencies in India need to realize that media audits are not optional but a requirement in the global market, writes Stephen White.

    The Anchor: 5 reasons why media audits must be taken seriously

    By Stephen White

     

    There is an increasing requirement in the world’s major media markets, for advertisers to gain more traction in understanding the media values they are achieving.

     

    However, increasing focus from marketing, finance, and particularly procurement departments on the mechanics and the lack of transparency on many media deals, means that specific help is required.

     

    #1 Across the globe, media auditing companies are being engaged more and more by advertisers who are seeking independent, high-level media expertise and advice.

     

    #2 Media auditors deliver that advice to the clients, covering all the details of how media agencies service, media quality KPIs, and full clarity on media buying arrangements, are being fulfilled.

     

    #3 In Europe, over 30 percent of all media expenditure is audited. In the US it is around 15 percent and growing fast. In India, it is around 10-15 percent, and in Japan it is less than 1 percent. This is why the Indian media market needs to fully embrace media auditing to catch up with the more sophisticated markets of Europe and the US.

     

    #4 Initial media agency fears are soon pacified, when EMM’s audit reports show “how well” media agencies are performing, and how they could be earning more for exceptional results measured independently by the media auditors. The abiding reality from media auditing around the world is that smarter advertisers are those who are audited, always getting better results.

     

    #5 The biggest issue for the Indian market is not the development of media auditing in isolation, it is the perception from outsiders that the lack of media transparency is a very cloudy issue in India, and potentially casts an unwelcome shadow over the whole media industry. Surely the declaration by the Indian government last November to publicly fight alleged corruption in business is just the stimulus the media industry needs, and the arrival of media auditors in India provides the right tools, and the right people, to do the job.

     

    All these issues combined gave EMM reason to research the Indian media market place in terms of the appetite for independent media performance evaluation, with views from the major media agencies and groups, and a broad sample of advertisers. The results of that research confirmed, and welcomed, the benefits that media auditing offers would stimulate improvements for the advertiser and from the measured deliverables from the motivated media agencies.

     

    Inevitably some uncertainties will remain, but judging by the amount of interest in EMM’s launch into India, combining high level local media expertise with EMM’s 20-year international media auditing expertise is a system that strikes the right balance for India right now.

     

    Stephen White is Chairman, EMM India.

     

  • India has the most amazing and interesting lifestyle. We can teach something to every other country, says Smeeta Chakrabarti.

    The Anchor: 7 things for Lifestyle channels to remember

    By Smeeta Chakrabarti

     

    #1 Till a few years ago, most of the programming on lifestyle channels was imported. Giving an Indian touch to programming is important as it makes it exciting for the Indian audiences. For example, even though there are many international news channels such as BBC and CNN, the perspective changes when the programming is done by an Indian channel.

     

    #2 India has the most amazing and interesting lifestyle. We can teach something to every other country – About food, the way we eat, we drink, the way we get married, clothes etcetera. It is important to keep in cognizance that India has a lot to give to the west.

     

    #3Today the world is adopting our lifestyle and not the other way around. The flow is now from East to West, and countries like India and China are going to dictate to the West about lifestyle issues. The world has to catch up to the big fat Indian wedding.

     

    #4 India is a young and affluent country and the current generation spends in a different way from the way our grandparents used spend. We are not hoarders any more and we don’t necessarily save.

     

    #5 Especially in the Indian context, lifestyle is not just about brand names and tags – it’s also about quality and trades craftsmanship, something that India is very good at. It’s not just about imported labels but also feeling pride about what we Indians are doing indigenously at the grass root levels. That is what makes us special.

     

    #6 Being Indians, we have to be proud of the India we live in and have to feel great about this country. It’s about living in the best possible way with the resources available.

     

    #7 The genre will definitely grow. When we started there was just one international channel, with international programming, and the genre has grown ever since with launches of newer channels. Along with the regional space, lifestyle and news spaces will grow too.

     

    Smeeta Chakrabarti is the CEO of NDTV Lifestyle Limited.