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  • Das ka Dum with Dr Bhaskar Das | There are 275-odd delegates at the ongoing Indian Printers Summit in Hyderabad, with some 20 sponsors. Whoever said print is dying?! Your comments

    Bhaskar Das PhotographIf you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

    Q. There are 275-odd delegates at the ongoing Indian Printers Summit in Hyderabad, with some 20 sponsors. Whoever said print is dying?! Your comments.

    A. I have never articulated that print was dying. That’s an area of media or tech-obsessed gurus. I am neither. But, having said that , one must admit that the print business model is under pressure and generational shift of habit of media consumption could be a challenge for growth in readership and thereby on demand and supply side revenue.

    Yet, one can’t deny that print is still huge, and one can’t just wish away its existence.

    Incidentally, in jest I can mention that just because there are so many hospitals, that doesn’t mean people won’t die. This is in the context of 20 sponsors.

  • Is Personalisation depriving us of Shared Experience?

    Is Personalisation depriving us of Shared Experience?

    Kunal SinhaThe other day, a fellow advertising practitioner/ commentator, after being invited to an awards judging, remarked that they had never seen many of the entry campaigns.

    Which raised a question: were they scam ads, or were they so sharply targeted and personalised that only the few thousand, best profile-matched prospects had watched them?

    In a class of English majors, students were asked to write an essay on what worried them, other than the violence they see globally, and environmental issues. A common refrain among the students was this:

    ‘Compared with any other generation, GenZ creators have a much greater ability to create and publish their work, artists are more free to share and bypass hassle-laden middlemen, and small businesses can take birth online with ease. In essence, this means there is more of everything, which is good. However, as a consequence, there are far fewer shared experiences among our generation’.

    What that means is that there is unlimited segmentation in every market, and infinitely more consumer options.

    What that also results in is that we are no longer watching the same late-night shows on weekends. I could talk about the latest Netflix show I’m watching, and no one on the room would have heard about it. We have hyper-tailored Spotify playlists, we don’t listen to the same DJs on radio. There are popstars topping the charts and their names mean nothing to most people.

    Targeted marketing is putting people inside lonely silos.

    Of course, one might argue that with the infinite amount of content and experiences out there, personalisation helps filter through the noise and presents only the information and entertainment that is of interest to us, reduces user effort and enriches online experiences.

    But even with that, how long do you spend pressing the remote before you finally choose your Netflix fix for the night?

    Before hyper-personalised content, the shared experience of consuming the same news, game or even ads helped create a sense of community. Our worldview was shaped by reading and watching and experiencing the same stories, and people were more united as a result.

    With much of their world experience being siloed, reaching them through their earbuds as they sit alone on their couch, it is no small wonder that GenZ feels isolated and disconnected. Even as they scroll through their Insta and TikTok, they are starting to notice the lack of new and interesting material in their feed.

    Content fatigue due to over-personalisation isn’t limited to social media. Research on recommendation systems tells us that Amazon users are noticing stale and boring product offerings in the ‘Recommended for You’ section of the e-commerce platform. Order Argan Oil once, and the algorithm will suggest you buy it two years later.

    For all the brouhaha around NikeiD some time back, the truth is – standard edition adidas Sambas and Stan Smiths and Chuck Taylors remain the biggest sellers. We all, Rishi Sunak included, are wearing the same sneakers as a shared experience. When we wear the same shoes, it brings us closer to walking in each others’ shoes.

    On the other hand, when we customise our sneakers, we might achieve ‘self-expression’, but it comes at the cost of sharing something with our congregation.

    When we congregate, we share values, behaviours and attitudes. It makes us feel welcomed, connected to others who are like us, and part of something bigger.

    The good news …

    The young are rediscovering the value of community. They are forming book clubs and film clubs, on social media and IRL. And joining the Swifties.

    New sports like padel and pickleball are bringing them out of their dens and on to the court; they are going cycling and running.

    Could we see a marketing future where meaning is created through shared experiences, rather than personalisation? After all, isn’t a crowd far more valuable than an individual?

    Kunal Sinha is Chief Knowledge Officer at Ampersand Advisory, based in Kuala Lumpur, Malaysia. He is the author of several books including The Future of India’s Rural Markets and Raw – Pervasive Creativity in Asia. He writes for MxMIndia every other Monday. His views here are personal.

  • What ails corporate work culture in India?

    What ails corporate work culture in India?

     

    Sustained efforts required

    Shailesh KapoorBy Shailesh Kapoor

    The news that an EY employee may have died in July this year due to excessive workload surfaced earlier this week, when her mother put up a social media post. While a probe is expected to throw more light on the specific case, the incident has sparked off conversations on the corporate work culture in India.

    The topic has intrigued me for years. In the first decade of my career, I worked at five different organizations, all in the Indian media industry. While each varied significantly from the others, a certain inherent chaos, an idea that’s very uniquely Indian, was a common factor across, though in varying degrees.

    This chaotic energy is often seen as a virtue in Indian workplaces. It fuels a flurry of activity, not all of which translates into effective action. You might be called into unscheduled meetings long after they’ve begun, because someone decided you should be there. You might be assigned a task and asked to prioritize it over everything else, leading to schedule disruptions, not just for you, but for your entire team.

    This often results in a false sense of urgency. In our research work, we find that many Indian companies provide the same brief for all research projects: ‘It’s critical, and we needed it yesterday’. Which means that they should have briefed us four weeks ago. But that wouldn’t pass the chaos test!

    In stark contrast, we were once briefed by an international client about a research project in India. At the end of the briefing, she hesitantly mentioned that the project is somewhat urgent, as it was tied to a multi-nation report, and they would need the report in eight weeks. I nearly burst out laughing at this new definition of urgency.

    The false sense of urgency was on display for years, when the ratings data (in the TAM era) was released at unearthly hours, often past midnight. Why it couldn’t wait till the next morning remains a mystery to me to this day. Several executives would stay back in the office (laptops weren’t as common then), doing the “runs” and sending text messages to various people, who would receive them in the middle of the night and respond with follow-up questions, forcing the executives to stay until the early hours of the morning. Thankfully, BARC India discontinued this bizarre tradition. But it’s just one example in an industry replete with them.

    Interestingly, this chaotic trait also affects the Indian offices of many foreign companies, while others manage to operate their Indian branches just like their parent offices. So, is it the people or the organization that determines how an office is run? It would depend on the reporting structures. Workplaces where a significant number of Indian employees report to foreign managers in other countries tend to have less chaotic work cultures. They don’t appear to be in a constant state of urgency.

    In the operating paradigm of chaos and false urgency, more hours may be spent working, but more work doesn’t necessarily get done. It’s as if the entire corporate culture of the country, with some honorable exceptions, not too many of which are in the media industry, has decided to work in a way that’s evidently inefficient and unhealthy.

    Singling out specific companies would be akin to looking for scapegoats. The problem runs deeper, and addressing it will require sustained efforts from multiple organisations over several months, if not years.

     

    Work-life Balance?!

    Ranjona Banerji PhotographBy Ranjona Banerji

    A young woman died of a heart attack because of work pressure, says her family. Her employer says that the pressure on her was no different than the pressure on all other employees.

    The insensitivity of the employer aside, the subject of work pressure and the need for work-life balance has been part of our conversation for a while. A few months ago, Infosys founder Narayana Murthy proclaimed that young people needed to work 70 hours a week for the good of the nation. This amounts to 14 hours a day, in a five-day week and over 11 and half hours in a six-day week. Either way, there’s not much time to sleep, eat, commute, spend time with family, friends and so on.

    Invariably, the conversation comes round to the media, and the work pressures that are put on us and that we put on ourselves.

    I will be honest, when I started working 40 years ago, we had never heard of work-life balance. Because of yuppies, we did discuss work “stress” and good stress and bad stress. The upshot was a certain amount of stress made work exciting; too much made it painful. Where did the two meet? It varied from person to person.

    Unfortunately, in those days, anyone who did not work at the same rate as the norm was seen as lazy or unproductive. They were often given work which did not upset the flow, which meant that they were out of the fun as well as the pressure. A newsroom can be fun especially when there’s a newsbreak. But how much fun is too much fun? I worked hard, or I think I did. Do I regret it? No. Would I have changed much? I don’t think so. But I have learnt over the years to not be judgmental about other people’s needs. I remember an intern asking me about days off in the job. I was truly shocked. I had never asked the question myself. And was clearly told that days off were rarities. And so they were.

    But there’s a funny shift here. When I started working, these rules which applied to the media did not apply to many other companies. My father worked in a large multinational. Work stopped at the dot of 5.27 pm (don’t ask, something to do with unions). Weekends were off. Government followed its own rules. Banks seemed shut more often than open. There was no “service” sector to speak of. Shops shut early and were half-day a couple of times a week.

    So there was a balance of sorts, bar a few professions. Junior doctors in hospitals for instance, suffered then and suffer now. Someone apparently decided that the best way to treat patients is when you are sleep-deprived and inexperienced.

    The shift came post-economic liberalisation when American companies set down the rules: work work work, bully bully bully, get ahead faster than everyone else. Or so you dreamed. The ways to get ahead remain largely the same in the old system and the new: pretend to work pretend to work pretend to work take credit for other people’s work take credit for other people’s work take credit for other people’s work suck up suck up, suck up… unless you are lucky.

    Within the media, we forget easily. The toxic newsroom conversation vanished, even though two colleagues died after being bullying relentlessly. The pressure of work is not new; but we pay lip service and move on. There’s a lot of misogyny as well here, with masculinity scoffing that women need time for children and households so are not good workers. The same men who want their chappatis hot and fresh, when they get home, by the way.

    Where we are blind to the need for work-life balance is when it comes to the working classes. Women complain ceaselessly about domestic staff who take days off, do not come to work on time and so on. Domestic workers have no right to life, luxury, rest, recovery time and so on. Drudgery for other people is their purpose. Many women bristle when I mention this, but it is true. Daily wage labourers must use their strength and stamina for a little money and less food to feed their families. Family-run business like shops use the same theory on themselves and customers also expect on-tap friendliness in exchange for their money. There is a reason why cabin crew walk off a plane when their time is up, although passengers – who want their own work-life balanced – are inconvenienced.

    Funnily there are fairly easy solutions, minus heartache. In shift systems, in realistic goals, in a monitoring of toxic bosses, in a reassessment of methods – and this works in newsrooms as much as anywhere else. The onus is on employers, not to squeeze every last drop out of their staff. The onus is on HR departments to check employee satisfaction from the bottom up, rather than top down. (To be honest, though in my experience life was better before HR was invented.) Some European countries have figured this out, much to the bemusement of Americans.

    Perhaps a revisit to Bertrand Russell’s In Praise of Idleness is needed: “When I suggest that working hours should be reduced to four, I am not meaning to imply that all the remaining time should necessarily be spent in pure frivolity. I mean that four hours work a day should entitle a man to the necessities and elementary comforts of life, and that the rest of his time should be his to use as he might see fit.”

    These essays were first published in 1935.

    Go figure.

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

  • L&K Saatchi & Saatchi Roshni Kavina as NCD

    L&K Saatchi & Saatchi, part of Publicis Groupe India, has strengthened its creative leadership by appointing Roshni Kavina as National Creative Director. Based out of the agency’s Mumbai office, she will report to Kartik Smetacek and Rohit Malkani, the agency’s Chief Creative Officers.

    She joins L&K Saatchi & Saatchi from Byju’s International, where she was Brand Strategy and Creative Head for North America and Canada. In addition, she founded ‘The Nextdoor Artist,’ an art studio, in 2013.

    Said Paritosh Srivastava, CEO, of L&K Saatchi & Saatchi and Publicis India: “It is heartwarming to see Roshni returning to the team, especially as we continue to expand our portfolio with new lifestyle and luxury brands. Having worked with her in the past on some major brands, I am confident that her expertise in lifestyle and luxury branding, and her design capability will further boost our creative excellence.”

    Added Kartik Smetacek and Rohit Malkani, Chief Creative Officers, L&K Saatchi & Saatchi in a joint statement: “Roshni comes in at exactly the right time to partner with the creative leadership on a couple of large accounts we’ve recently won. Her skillset greatly enhances the agency’s creative firepower, and we look forward to big things from her in the months to come.”

  • IMC 2024 to focus on Artificial Intelligence

    The eighth edition of India Mobile Congress (IMC) is scheduled to take place from October 15 to 18 at Pragati Maidan in New Delhi, co-hosted by the Department of Telecommunications (DoT) and Cellular Operators Association of India (COAI). The year’s theme for IMC 2024 is ‘The Future is Now’. The theme signifies how India stands at the heart of the technological evolution.

    Said Dr. Neeraj Mittal, Secretary, Department of Telecommunications (DoT), Government of India: “Globally AI & Gen AI is evolving rapidly and the world is witnessing its remarkable potential. India will play a pivotal role in use of AI to accelerate social and economic progress. This year India will be hosting the prestigious ‘World Telecom Standardization Telecom Assembly (WTSA-2024)’ along with India Mobile Congress 2024 in New Delhi, where WTSA-2024 will play a critical role in shaping the standardization practices of evolving technologies including AI. IMC 2024 will have a range of sessions, reflecting the nation’s aspirations on the subject. We look forward to exciting discussions with speakers around the globe and hope these deliberations will pave the roadmap for the future.”

    Added Ramakrishna P., CEO of India Mobile Congress: “The evolution of AI & Gen AI is a leading global phenomenon today and the world is just beginning to realize its potential and its realm of impact. Today, India is at the centrestage of technology evolution and plays a critical role. We at IMC 2024 are truly reflecting on this leadership role and bringing in some fascinating discussions and global experts on this vast subject. Our aim is not only to felicitate the varied points of view, but IMC 2024 will also be exploring to come up with a ‘Thought paper/ Report’ on the subject. We look forward to having the greater presence of delegates and visitors this year and support of all our partners.”

  • Clinic Plus launches campaign for Daughter’s Day

    Clinic Plus Shampoo launches a film campaign for International Daughter’s Day (September 22),

    Said Harman Dhillon, Executive Director at Hindustan Unilever, and Beauty and Well-Being General Manager, Unilever South Asia: “At Clinic Plus, we firmly believe in the strength and limitless potential of every girl. As a brand that has championed the mother-daughter bond for over 35 years, our mission extends beyond product – it’s about driving meaningful, lasting change in society. With Beti Bann Ke Aana, we’re empowering mothers to lead this shift, encouraging society to value and celebrate daughters equally. As India’s most loved shampoo brand, we are committed to using our platform to shape a future where every girl is cherished and empowered.”

    Added Anurag Agnihotri, Chief Creative Officer (West) at Ogilvy India: “People wish for a son. People wish for “just a healthy baby.” But no one ever wishes for a daughter. Clinic Plus, as a brand, stands for inspiring mothers to raise strong daughters. But how can a daughter be strong if she never feels wanted, or wonders if she was better off being a boy? This video is an appeal to all mothers to start wishing for daughters. To make them feel wanted. To make them strong. The thought was so powerful that it truly made us all wonder, how beautiful the world would be if it were filled with daughters.”

  • Yamaha launches Version 4.0 brand campaign

    India Yamaha Motor (IYM) launched the version 4 of its flagship brand campaign, reinforcing its premium positioning in the Indian two-wheeler market. The campaign slogan – ‘Hear the Call Now’ is a progression of the previous one – ‘Have You Heard the Call?’ and targeted towards reaching out to new motorcycle riders who are coming of age, adding to their aspirations for Yamaha products.

    Said Eishin Chihana, Chairman, Yamaha Motor India Group of Companies: “At Yamaha, we are extremely proud of extending the joy of motorcycling to Indian consumers through our impeccable product portfolio and immersive ownership experience over the years. We are streamlining our strategies to the unique needs of the youth of today. By introducing the 4th edition of ‘The Call of The Blue’ brand campaign, we are reinforcing our brand values by inspiring young afficionados to awaken the rider within them. We are confident that this new version will be a success and will help in strengthening our position in this dynamic market, while also differentiating us from others.”

  • Illustrake gets digital mandate for Overlays

    Illustrake, a full-stack D2C enabler, has been awarded the digital mandate for Overlays Clothing, the fashion brand founded by Shlok Srivastava.

    Said Mihir Gadhvi, Founder and CEO of Illustrake: “We are thrilled to partner with Overlays Clothing. Having previously worked in this category, we have gained insights into the market dynamics, and we are ready to position the brand for its target audience in a way that resonates with their preferences.”

    Added Muskan Singhaniya, Brand Manager at Overlays Clothing: “In today’s digital age, a strong online presence is crucial for any brand. We are confident that Illustrake’s expertise will help us reach new heights by connecting with our audience in innovative ways. This partnership is a significant step forward for Overlays Clothing as we look to strengthen our brand’s digital footprint and engage with customers on a more personal level.”

  • Single.Id unveils its latest campaign

    Single.id, a cross-reward-programme-identifier for every payment card, operated by Enigmatic Smile, has rolled out its latest campaign featuring its brand ambassador Mahendra Singh Dhoni.

    Said Bish Smeir, CEO of Enigmatic Smile: “We’ve upped the ante this year and  doubled down on our partnership with MS Dhoni in this campaign. Everyone had so much fun making it. We hope we’ll have you all singing along to the catchy jingle. Through this campaign,  we wish to spread the message across India that whatever you want, you can “Get it free with Single.id.”

  • Wondrlab acquires OPA

    Wondrlab, the creative agency-led martech network, has acquired OPA, an influencer marketing platform. This marks Wondrlab’s second strategic acquisition in the influencer marketing space and its sixth overall.  OPA, collaborates with over 300,000 influencers and 500+ brands including Nykaa, Vero Moda, Purplle, Sugar, Plum, etc

    Said Saurabh Varma, Founder & CEO of Wondrlab Network: “We are super excited to welcome OPA to the Wondrlab family. We remain extremely bullish about the creator economy and believe that mid-funnel and driving engagement will be critical for every brand.”

    Added Rupansh Goyal, Co-Founder of OPA: “Wondrlab is a team of heavy hitters in the marketing landscape. We are incredibly excited to join forces with them. Their unparalleled expertise in scaling businesses and our technology create an ideal partnership. We’re confident that we’ll unlock new opportunities for brands and influencers, driving even more impactful collaborations. This collaboration truly feels like a perfect match, and we’re eager to see where it will take us.”

  • ASCI joins the ICAS Global thinktank

    The Advertising Standards Council of India (ASCI) is the founding member of the recently launched thinktank of The International Council for Advertising Self-Regulation (ICAS). This initiative is dedicated to fostering self-regulatory engagement, critical thinking, and research to advance responsible advertising worldwide.

    The launch event, held in New York yesterday, marked the beginning of a new platform whose goal is to ensure that a wide range of stakeholders – advertising standards bodies (self-regulatory organisations), industry leaders, academic institutions, and other key players – can have a voice and participate in a collective effort to improve advertising practices. Initially, ICAS will focus on pressing issues like sustainability and the responsible use of AI, with plans to address additional topics as the Think Tank grows in capacity and becomes fully operational.

    Said ICAS President Guy Parker: “We’re truly excited to launch the ICAS Global Think Tank. We’re confident it will provide the platform we need to address some of the most pressing issues facing the advertising sector today, generating insights that will help inform evidence-based policymaking, elevate ad standards and ultimately benefit people and communities worldwide. We are delighted that many associations and companies have already committed to supporting this initiative, and we look forward to welcoming even more members and stakeholders to the Think Tank in the months and years ahead.”

    Added Manisha Kapoor, CEO & Seceretary General, ASCI and ICAS Vice President: “ASCI via its ASCI Academy is very honored to be a founding member of the ICAS Global Think Tank. As issues around advertising regulation get more complex, it is important that we all put together our minds and resources to support this initiative. We look forward to meaningful discussions and outcomes that will help build consumer trust and confidence in brands and advertising.”

    This initiative is aligned with ASCI Academy’s work on thought leadership. The other founding members and supporters of the Global Think Tank, include self-regulatory organisations, industry associations and industry members such as:

    ASCI will work with other partners to discuss and debate new ideas and best practices that will prove beneficial to the industry and strengthen consumer protection.

  • BL Agro launches Nourish Pulses TVC

    BL Agro, the FMCG brand, launched a new television commercial (TVC) for Nourish Pulses. The TVC was premiered on the opening day of World Food India 2024. The TVC is conceptualised and produced by Leads Brand Connect, a creative agency headquartered in Noida.

    Said Ashish Khandelwal, Managing Director of BL Agro: “We wanted to bring a shift in the brand image of Nourish and make it stand out – for the superior quality and the practical convenience. Our special zipper-lock packaging ensures that pulses stay fresh without the need for additional storage. It’s a smart and practical solution for today’s busy households.”

    Added Richa Khandelwal, Managing Director of Leads Brand Connect, and the creative force behind the TVC: “Consumers are becoming more conscious about what they eat, and Nourish Pulses fit perfectly into that mindset. Our goal was to create an ad that presented the same. We wanted it to connect with the audience on a personal level. So, we conceptualised a relatable story that highlighted how Nourish Pulses deliver convenience, quality, and nutrition—all at an affordable price. The packaging innovation is at the heart of this message, and we’re proud to have brought that vision to life for BL Agro.”