Tag: Krishna Kumar

The account will be managed and supervised by the MediaCom Mumbai office

Mediacom bags GOQii’s India Health Quiz digital mandate

By A Correspondent

Following a competitive multi-agency pitch, MediaCom has been awarded the digital media mandate for GOQii’s India Health Quiz (IHQ), a first-of-its-kind, nationwide initiative to educate the masses with information on health. GOQii, is tech-enabled smart preventive healthcare company promoted by entrepreneur Vishal Gondal.

Joining hands with GOQii, MediaCom will be responsible for digital media strategy, planning, buying and implementation across digital media as per GOQii’s requirements for IHQ.

Commenting on the win, Navin Khemka, CEO, MediaCom South Asia, said: “In this health and fitness conscious era, GOQii’s products are hitting the right chord by providing preventive health and wellness ecosystem to a wider audience. We are excited to work on the new educative initiative India Health Quiz with GOQii and help them grow in the market and reach out to the masses easily.”

“When we were ideating about the India Health Quiz, we were looking to partner with someone who has the capability across Digital channels and can deliver on our objectives. Mediacom presented to us their bouquet of services & we embarked on this journey to educate Indians about the smaller nuances of health via a quizzing template,” added Krishna Kumar, CCO, GOQii Technologies. The account will be managed and supervised by the MediaCom Mumbai office.

September 24, 2019
Makani will aim at enriching the health of 130cr Indians through India Health Quiz

Makani Creatives wins marketing mandate for Goqii India Health Quiz

By A Correspondent

Goqii, a preventive digital healthcare company, has appointed Makani Creatives as its marketing partner for the India Health Quiz campaign. The agency bagged the mandate following a multi-agency pitch.

Said Krishna Kumar, CCO, Goqii Technologies: “With our earlier India Steps Challenge campaign, we were successful in making India walk & get active. With India Health Quiz, our aim is to make India healthy and educate Indians about health. To fulfil this larger mission, we wanted a partner who had the credentials to create engaging communication and the capability to develop this unique concept using a celebrity ambassador. After a series of pitches, we partnered with Makani Creatives. The India Health Quiz campaign featuring Akshay Kumar is an interesting concept which uses humour to deliver a serious message and we eagerly look forward to its release.”

Speaking on the partnership, Sameer Makani, Co-Founder and Managing Director, Makani Creatives added: “Goqii, is an exciting association for us given the uniqueness of the category. The brand is working towards making India healthy and a happy place. This partnership marks our entry into the new age technology led health ecosystem and gives us the platform to exhibit our creative caliber. Along with the Goqii team, we have created an interesting campaign that will connect with all those people who desire to be healthy.”

July 23, 2019
Brands on social media are akin to your friends. There is a reason you follow brands and hence, they hence should engage with you as your friends would, says Krishna Kumar

The Anchor: 5 things to change in social media advertising

By Krishna Kumar

Obsession with the ‘Like’ count:

This is for Facebook – many brands measure their popularity based on the number of Likes/Fans they acquire, without focusing on the engagement. Brands on social media are akin to your friends. There is a reason you follow brands and hence, they should engage with you as your friends would, thereby adding value to your life as well.

Differentiation between social engagement plan v/s a social media plan:

Facebook for e.g. has a 50 million user base in India. Even if you don’t have a Facebook brand page, you can use it as a good advertising channel. Having a brand page clearly means you have to create regular and engaging content for an audience who are, incidentally, always vocal. This requires a lot of thinking and dedication. So, it all begins with what you want to do.

Focus on developing engaging content strategy v/s repurposing mainline communication:

Many advertisers use social media to broadcast their mainline ads. One has to develop a content strategy and also customize it. If it means fresh creation, so be it. Horses for courses approach!

Wanting to be present across every platform of social media just because it exists:

Social media has many platforms and it’s not necessary that every brand has to have a presence across all. Every platform has its uniqueness, hence it begins with your objective and how you can deliver it using the various platforms.

Looking at using Social as a business channel rather than a free marketing channel:

This is another myth about social – free publicity. One has to clearly measure the benefits the new media has to offer. Businesses have been built across product categories. So, itÂ becomes serious business channel and not a fad.

Krishna Kumar is CEO at Media2win

August 13, 2012