MxMIndia

Tag: Mohit Arora

  • The TVC urges people to bring home joy by adopting a dog

    Voot Studio partners Pedigree for campaign on Mother’s Day

    By A Correspondent

     

    Voot Studio partnered with Pedigree to celebrate Mother’s Day in an unconventional manner. Through this campaign, Voot Studio and Pedigree along with Mediacom as agency partner, urged people to adopt dogs.

     

    Pedigree has tied up with 25+ pet NGOs to drive the cause of adoption for stray dogs.

     

    Speaking about the initiative, Akash Banerji, Business Head–Advertising Video Platform, VOOT, said: “We recently launched our Voot Studio programme, an industry-first initiative that partners with brands around compelling storytelling and platform integrations, to drive their brand narrative for the new-age consumer.  Our association with Pedigree is with the aim of creating ROI for a brand much beyond the 30 second ad spot..”

     

    Added Mohit Arora, Marketing Director, Pet Nutrition India: “BringHomeJoy campaign was visualized keeping our vision of “making a better world for pets” in front &center.  As category leaders we take pride in driving responsible pet ownership, one such initiative is creating awareness and consideration around pet adoption. By involving & directing all digital engagement to 25 partner pet adoption agencies across 16 cities,  we hope to start an initiative to find more loving homes for all pets.”

     

    Said Navin Khemka, CEO – South Asia, Mediacom: “Pet lovers know that pets are like their own kids. We dedicate this campaign to every pet caring person and are confident that many families will come forward and adopt a dog. In todays world we need more compassion, care and understanding. We are fortunate to be involved in co-creating this campaign with Voot Studio & Team Pedigree.”

     

     

  • The study measures automotive brand influence in India of mass market passenger car brands, based on consumer awareness and perceptions of the brand

    JD Power APAC report reveals struggle faced by automotive brands

    By A Correspondent

     

    The inaugural JD Power Asia Pacific 2014 India Brand Influence and Positioning Study (BIPS) has found that very few automotive brands in the intensely competitive India passenger-car market are able to establish a distinct position in car buyers’ minds.

     

    The study measures automotive brand influence in India of mass market passenger car brands, based on consumer awareness and perceptions of the brand. Strong brand influence may have a positive effect on purchase intent for a particular brand, as brand influence scores correlate highly with brand consideration rates. The study also segments the market using psychographic, demographic and behavioral attributes to help automakers identify and understand who their best prospects are in the new-car market.

     

    “Brand image and reputation have gained significant importance over the last five years for consumers in the Indian auto industry and are key purchase criterion,” said Mohit Arora, executive director at JD Power Asia Pacific, Singapore. “Brand Influence Scores measure the impact a brand has in the market, which is critical for automakers to track and measure.”

     

    According to the study, consumers in India have substantial difficulty distinguishing between many of the larger European and U.S automotive brands such as Fiat, Ford and Renault. This is particularly prevalent in the Northern and Eastern regions of India where consumers perceive many global brands as having similar vehicles and business approaches.

     

    In contrast, Japanese brands, such as Honda and Toyota, are able to more effectively differentiate themselves from other brands. Consumers in India perceive these Japanese brands to be more contemporary-offering the latest technology and engineering-and perceive them to have a more global image than their European, Korean and U.S. counterparts.

     

    Despite its Japanese origin, consumers view Maruti Suzuki as an Indian brand, less modern than other brands but distinctly positioned as offering affordable and fuel-efficient cars. Similar to Maruti Suzuki, Tata also is seen as a brand primarily positioned on affordability and fuel efficiency.

     

    The study also finds there is marked divergence between automakers’ brand messages and the degree to which customers actually internalize these themes. Although many advertisements focus on excitement, elegance and trendiness of a new vehicle, such messages often do not resonate with customers. Instead, customers prefer advertising that provides information on a vehicle’s new features, technology-related improvements and innovation in order to distinguish it from other vehicles in the market.

     

    “Understanding their current positioning relative to the competition from a consumer’s perspective as well as the type of messaging themes that appeal most to a target segment helps automotive manufacturers sharpen their marketing efforts,” said Arora. “Generally, consumers are able to differentiate more effectively on vehicle features they can see, touch and feel than on intangibles.”

     

    The 2014 India Brand Influence and Positioning Study is based on interviews with 8,009 car owners who have owned their vehicles from 30 to 42 months and who were asked to compare two vehicle brands. The study was fielded from January through April 2014 across 30 cities in India.