MxMIndia

Tag: Anirban Ghosh

  • The ad was for Winkies, the cake specialists

    Enormous Brands creates Christmas TVC to ‘Sweeten the Season’

    By A Correspondent

     

    Winkies, the cake specialist, launched its Christmas TVC last week that has been conceptualised by Enormous Brands.

     

    Commenting on the film, Anirban Ghosh, CEO, Switzindia said: “We wanted to create something unique for the holiday season. The film is about how we can celebrate Christmas during the pandemic and is linked to a bigger concept – Bodo Din, Bodo Mon which is about sharing joy/ happiness during Christmas and is also the essence of our brand. The objective of the campaign is to talk about Winkies Cakes and how they are perfect for the holiday season. Winkies helps bring you back ‘in the moment’ reminding you of what’s really important; sharing happiness with those you love and Enormous Brands has helped us conceptualise the perfect TVC.”

     

    Added Ashish Khazanchi, Managing Director, Enormous Brands: “We know it’s going to be a different Christmas for people on so many levels. The usual gatherings and celebrations might not be on the list this year and smaller gatherings with close family and friends will take centre stage. Keeping this in mind, we wanted to create a Christmas campaign that harnesses the true spirit of this year and people’s desire for kindness and care.”

     

     

  • The objective: to unite local market insights with 'Best in Class' international competency of brand design delivery

    Brand firms Expereal and Believe Branding form jv

    By A Correspondent

     

    They aren’t calling it a jv in the way various others do thus far. There’s no investment in each other’s businesses, but it’s a formal joining of hands and minds.

     

    Australia-based Believe Branding, which has worked in India for the past two decades, and a two-and-a-half-year-old boutique strategy and branding firm Expereal have been working with each other for a while. But now the new organisation, which also allows them to work independently in India, will explore more.

     

    The objective: to unite local market insights with ‘Best in Class’ international competency of brand design delivery.

     

    Said Blair Triplett, Managing Partner & Co-Founder of Believe: “The opportunity to partner successfully with Expereal is the first step any serious client in India should take as a catalyst to bringing brand strategy to life by way of compelling design. The collaboration is proven over a number of years and the skillsets are one hundred percent complimentary”. Added Aniruddha Banerjee, Co-Founder & Partner of Expereal: “The Opportunity for Expereal to collaborate with Believe is truly a first class offering to FMCG and Corporate clients alike. Being able to bring to life real and tangible insight by combining brand strategy and international design to help transform Indian businesses is long overdue”. Together, Expereal and Believe seamlessly unite the ‘Who I am and what I should do’ with the ‘What I should look like’. The sum of the parts is more than the whole and the very reason why many astute Indian FMCG companies and Corporates are engaging Believe and Expereal.

     

    Clients of both Expereal and Believe appear delighted with the work the two agencies have done. The fact their quotes come as part of a communique speaks for the satisfaction levels. Said Aditya Deb Gooptu, Business Head and Executive VP, Godfrey Philips India (GPI) says: “The Believe-Expereal combination has continually delivered strategically and creatively with recent work on the Hawkeye brand being no exception. Working directly with the management team is always a pleasurable and engaging experience and allowed the essence of the brand to be defined and brought to life beyond expectation. I would not hesitate to recommend Believe and Expereal, the partnership is truly first class”.

     

    Added Anirban Ghosh, CEO, Dream Bake Private Limited: “Expereal and Believe have helped transform our fledgling Winkies brand into a benchmark brand for the Cakes industry in India. We have achieved massive growth in the last three years, and have invested hugely in capacity building thanks to powerful demand. I would recommend this partnership to anyone.”

     

  • Though rural markets have seen a drastic increase in the standard of living and purchasing power, it is very fragmented with little or no transparency

    Rural market is the new siren call for OOH

    By Robin Thomas

     

    According to industry estimates, ruralIndiais growing at a faster pace than its urban counterparts, atleast in certain product categories. The overall Indian rural market size is believed to be Rs800 crore, with a total advertising pie of Rs12,000 Crore in rural markets. FMCG products, consumer durables, agro manufacturers, banking and insurance, telecom companies are some of the big spenders in rural markets.

     

    A survey reveals that FMCG products account for nearly 53 per cent of the market share in ruralIndiawhereas consumer durables account for the rest.

     

    The last few years have seen a drastic increase in the standard of living and purchasing power in ruralIndiaand many marketers heading for the lucrative rural markets. Also people in rural areas tend to spend a lot of time outdoors, which makes the rural market an ideal target for OOH media. As a result, almost every OOH industry player believes that the next phase of growth for the out-of-home media will come from rural markets.

     

    In interactions with MxMIndia, Mr Nabendu Bhattacharyya, Managing Director, Milestone Brandcom – who had shared his plans to launch Milestone Rural – and Mr Rohit Samarth, Business Head – Rural, Percept- Out of Home, were of the opinion that out-of-home media is seeing a tremendous growth in rural markets as consumption power in smaller towns and villages is increasing.

     

    Mr Anirban Ghosh, Senior Vice President, Adz Edge opined that an increase in purchasing power of rural masses in recent past has fuelled lot of interest amongst clients across all categories in ruralIndia. “Once considered a market only for low end products, today companies are seeing rural market as the new growth avenue. Comprising more than 70 per cent of the total consumers in India and annual market potential in excess of Rs12,30,00 crore, rural India is being charmed in novel ways. Naturally, out-of-home has also taken an upswing in rural market. More and more clients have shown interest in tapping this market which has got tremendous potential and increasing buying power” he said.

     

    The main revenue stream in rural market will come through a media integration and activation approach such as van activations, road shows, wall paintings, melas or village fairs.

     

    Mr. Ashish Pherwani, Associate Director, Advisory Services, Ernst & Young is very optimistic about rural out-of-home media. He believes that it can reach 25-30 per cent of the OOH advertising share in 5 years and that as consumptions shifts from metros to the 35 to 100 of the largest towns, OOH spends will also follow.

     

    Although OOH in rural areas is on the growth curve, it still has a long way to go and in order to continue growing in the long run; industry players believe that there are certain challenges and concerns that need to be overcome.

     

    One of the biggest concerns is the fact that the rural market is very fragmented and there is neither a credible measurement system nor a clear census data that can provide a clear definition of ruralIndiaand the socio-economic classification, among other relevant details.

     

    Mr Samarth observed: “While advertising in ruralIndiais growing, fragmentation of the market is a big challenge; there is no distribution network and there is no credible measurement system either. Another set of challenge is about living up to the promise of delivery in the rural markets. However, on the positive side, the biggest change in the rural is the fact that there is much less central control because today a lot of large companies are decentralizing their budgets.”

     

    Mr Pherwani said: “The rural market is extremely fragmented and there is little or no transparency to provide confidence to advertisers. Therefore, transparency needs to improve with better demonstration of proof of delivery. There are also few national players who can support large campaigns.”

     

    But Mr Ghosh believes that the biggest challenge for OOH is the lack of quality properties in rural market and also the fact that it is even more unorganized as compared to its urban counterpart. As a result, execution and proper monitoring is another core challenge. “To overcome these problems, we need to understand the rural market in a better way. Major players from OOH media owning houses should take initiative to open up their operations close to these locations for better control. They should collaborate with the local authorities to implement uniform regulations and open up more quality properties in rural market” he suggested.

     

    Innovations are the need of the hour to attract the rural masses and the OOH approach needs to be more interactive and integrated with brand activation for high recall value. As product consumptions increase, OOH media spends will also increase.

     

  • Anirban Ghosh on how and why digital is the coming revolution.

    Anchor: 5 reasons why Digital is the next big thing in OOH

    By Anirban Ghosh

     

    #1 Reach (The Last Mile Syndrome):

    There is no doubt that digital media is growing fast in India and also getting accepted among the clients. According to me, the only challenge right now is to position it aptly in the minds of the consumer through proper placement of the media. The last mile positioning of these media at the point of sale would be one of the key factors to get response and hence would be easy to measure also. This would definitely excite the clients to experiment with this medium to get a quick response within a short span of time.

     

    #2 Interactivity:

    This is probably one of the media which can interact with the consumer directly and effectively, and one of the major influential factors in buying any particular product. There are various ways to interact with the consumer, which can be controlled and impactful at different touch points to create the brand recall, perception and even to clear doubts at the points of sale.

     

    #3 Customization:

    Another uniqueness of this medium is that it can be used either in static or dynamic mode. It’s got the flexibility to customize the content exactly as per the need of the target group of any particular product, which would make the medium more interesting, exciting and engage the consumer to get better results.

     

    #4 Experimental:

    Out of the box innovative ideas experimented through this medium can be a lifetime experience for any consumer and the brand will be remembered for a long time. Touch screen technology can be used very effectively, so that consumers can converse with the brand and hence make the consumer compulsive about using this medium every time.

     

    #5 Measurability:

    If this medium is used effectively with strategy and at specific locations, then of course it can be measurable. I am sure it makes all the difference as to how do we perceive and position and compel the consumption of this medium at various situations. Although there is no industry currency in place, surely it can be done through some bold steps taken in future for the betterment of Digital OOH, which according to me will be one of the strongest media to reach out to consumers.

     

    Anirban Ghosh is the Senior Vice President, Adz Edge.