MxMIndia

Tag: Priya Nair

  • Will champion innovation for modern marketing in the industry

    Amit Jain appointed chairman of MMA Board

    By Our Staff

    MMA, formerly Mobile Marketing Association, has announced the appointment of Amit Jain, Managing Director, L’Oréal India as Chairperson of its India Board of Directors. Jain will be responsible for steering MMA’s endeavours to innovate and transform modern marketing in India and help marketers adopt and accelerate best practices in it. He succeeds Priya Nair, Executive Director, Beauty and Personal Care, Hindustan Unilever Ltd. Nair will move into a new role as Chair Emeritus of MMA India.

    Amit Jain
    Amit Jain

    Said Jain: “MMA has been doing stellar work in helping marketers use insights and tools to harness the convergence of marketing and technology to drive personalised and customised engagement, in line with evolving consumer needs and purchase behaviour. I am delighted to take on this role and lead MMA’s commitment to shape the future of marketing today by bringing brands closer to consumers through connected consumer journeys.’’

    Added Nair: “It’s been a pleasure for me to lead the MMA India board and add to building the industry ecosystem. I am excited to welcome Amit as MMA India Chair to lead the imperative for marketing change by empowering, enlightening, and enabling marketers to shape the future of modern marketing and propelling business growth.”

    Said Moneka Khurana, Country Head, MMA India: “Amit Jain’s business leadership, progressive outlook and experience in managing credible boards will help in shaping the future of Modern Marketing for MMA India at a time when it’s central to all marketers to drive business ROI, customer engagement & innovations.”

    Added Rohit Dadwal, Managing Director of MMA Asia Pacific: “Amit Jain’s deep knowledge of digital marketing in the 21st century will prove invaluable to the furthering of MMA’s mission in advancing modern marketing in India. I look forward to working with Amit and would like to thank Priya for her invaluable contribution and for paving the way forward.”

     

     

  • Initiative to challenge traditional gender stereotyping in advertising and media

    UN Women launches Unstereotype Alliance’s India Chapter

    By Our Staff

    The Unstereotype Alliance has aunched the India national chapter with a coalition formed to tackle harmful stereotypes advertising with support from EU funded WeEmpowerAsia Programme. The Alliance will centre its work in India on broadening the representation of women and girls in non-traditional roles in advertising with a focus on women returning to the workforce.

    Convened by UN Women, the United Nations Entity for Gender Equality and Women’s Empowerment, the Unstereotype Alliance is a thought and action platform that seeks to eradicate harmful stereotypes from advertising and media. India is the ninth national chapter to launch worldwide, and the second in Asia.

    The Unstereotype Alliance’s India National Chapter Founding Members include: Hindustan Unilever (Champion), Diageo, WPP, Publicis Groupe, Havas Group, Advertising Standards Council of India (ASCI), Advertising Agencies Association of India (AAAI), The Advertising Club and Samhita Social Ventures.

    Said Phumzile Mlambo-Ngcuka, Executive Director of UN Women: “The launch of the India national chapter is a significant milestone for the Unstereotype Alliance. It shows that the India advertising and media industry is coming together in all its strength and diversity to tackle the harmful stereotypes that hinder progress towards gender equality. This is critical to addressing the drivers of inequality such as violence against women and girls, intergenerational poverty and the lack of women in leadership and decision-making roles. We hope that you will join us in making unstereotyped advertising and content the norm rather than the exception.

    Stereotypes in advertising perpetuate negative social norms and hinder progress of gender equality. Harmful social norms contribute to increased acceptance of gender-based violence, lack of economic decision-making for women and constricted opportunities in the job market. The chapter has defined strategic priorities to address gender stereotypes with a focus on harmful patriarchal traditions and norms to broaden the representation of empowered and autonomous women in private and public life, including in business leadership; and to ensure progressive representation in media and advertising.

    Unstereotype Alliance research into gender equality attitudes shows that there is a clear role not only to remove stereotypes in advertising and media, but to challenge widely-held beliefs and norms in society. Data from the Gender Equality Attitudes study, conducted across 10 countries including India, shows that whilst many Indians recognize the importance of women’s rights, outdated beliefs persist. Specifically:

     

    Here’s what a host of spokespersons have said:

    Susan Ferguson, Country Representative, UN Women India: “UN Women India is excited to launch the India chapter of the Unstereotype Alliance. I am confident with the support of such committed partners, we will generate a positive and enduring impact in the advertising and media industry and contribute to shaping a gender-equal world.”

    Priya Nair, Executive Director,-Beauty & Personal Care, Hindustan Unilever: “Across the globe, consumers are increasingly expecting brands to take a stand on the issues they care most about – gender stereotype has been one such issue. At HUL, we are committed to driving gender equity, including stepping up of brand programmes, advocacy to challenge the status quo and #unstereotyping advertising. With one billion people using our products every day and even more seeing our advertising, we know we have the power to make a real difference. Various organisations need to come together to bring about this systematic change and set new standards of empowerment and equality. As a founding member of the Unstereotype Alliance, we look forward to supporting UN Women, to drive social change, encourage action, and put an end to gender stereotypes and discrimination”

    CVL Srinivas, Country Head, WPP, India: “WPP is delighted to be a founding member of the Unstereotype Alliance – India Chapter. We look forward to working with the Alliance to bring about positive change to the issue of Gender Equality through the creative use of our skills and the passion of our people in this area.”

    Deepika Warrier, CMO, Diageo India: “Diageo India is proud to be associated with The Unstereotype Alliance – India Chapter, which will work to  accelerate progressive gender portrayal in advertising. Together, we will lead the creation of a framework that encourages increasingly progressive codes with themes ranging from empowerment to celebrating the power and imperfections of womanhood to challenging stereotypes to ultimately moving beyond gender codes. We hope our efforts would contribute to empowering women regardless of their race, class, age, ability, religion, sexuality, language, education etc.”

    Anupriya Acharya, CEO, Publicis Groupe South Asia:  “Publicis Groupe through Viva la difference is a company that celebrates talent, inclusivity and diversity. Our core values and people-first culture synergise seamlessly with the Unstereotype Alliance’s larger mission and objectives and we are pleased to be a part of its India Chapter. Publicis Groupe India looks forward to collaborating with other future-facing companies in building narratives that are progressive, purposeful, gender-equal, human and authentic.”

    Rana Barua, Group CEO, Havas Group India: “We are delighted to be coming on board at a crucial time as a member of the UN Women Unstereotype Alliance as they begin their chapter in India. At Havas Group, we are clear on driving gender diversity and want to bring about a cultural transformation and mindset shift that will encourage many more women leaders in the group. Our alliance with UN Women Unstereotype Alliance will surely help us in this journey.”

    Manish Kapoor, Secretary General, Advertising Standard Council of India: “Positive gender portrayals and depictions in advertising are high on ASCI’s agenda, and we aim to shape this narrative in the coming months through different initiatives. Partnering with the Unstereotype alliance is an important step in this journey. Working together helps synchronise voices of different stakeholders and we are very pleased to be a part of the alliance.”

    Sudhesh Kapoor, Secretary General, AAAI: “We are sure that this Alliance will go a long way in taking down some popularly held myths about genders which are consciously or sub-consciously propagated by popular media and advertising.”

    Namrata Tata, The Advertising Club: “While many organizations are taking initiatives to drive gender diversity & equality, collaboration at an industry level is needed to see the needle movement. As an integral part of the advertising industry ,The Advertising Club believes in driving real change when it comes to the portrayal of gender norms. We are delighted to join The Unstereotype alliance convened by UN women , which aims at removing negative gender stereotypes in Advertising and Media”

    Priya Naik, Founder and CEO, Samhita Social Ventures: “Companies, media and content companies, advertisers, and creative agencies have a social and ethical responsibility to break gender stereotype, as well as the capability to do so on a large scale. I am proud to be a part of the Unstereotype Alliance movement to dismantle traditional gender roles and their related”

     

     

  • The campaign will be live across TV, outdoor and digital

    Surf Excel cuts through cultural barriers in latest Holi-themed ad film

    By A Correspondent

     

    Surf Excel has released its new campaign around Holi. The campaign, that appeals to the festive mood of the country has been conceived by Lowe Lintas Mumbai.

     

    Commenting on the campaign, Carlos Pereira, Regional Creative Officer, Lowe Lintas, said: “We felt the festival of Holi gave us the opportunity to highlight the true spirit of togetherness. By making colour the medium of oneness, we could seamlessly bring forth the larger thought of Rang Laaye Sang – a sentiment that kids truly believe in.”

     

    Added Priya Nair, Executive Director – Home Care, Hindustan Unilever Limited: “Holi is one of our biggest festivals, celebrated with much fanfare across the country. However, in the midst of the fun and revelry, one can often forget the true spirit of the festival. The #RangLaayeSang campaign from Surf Excel beautifully captures how the colours of Holi can be a force for good, melting differences and bringing people together. It seamlessly brings to life our decade long ‘Dirt is Good’ philosophy – ‘Agar kuch accha karne mein daag lag jaaye, toh daag acche hain’.”

     

     

  • Work with Kumbh Mela authorities to help ease the problem of river pollution

    Ogilvy and HUL partner to help people ‘Start A Little Good’ at Kumbh

    By A Correspondent

     

    Empowering the boatmen community of the region, HUL has joined hands with Kumbh Mela authorities in keeping the Sangam clean this year. The river is only accessible by boat and considering the volume of visitors, a substantial amount of littering ends up polluting the river. To address this challenge, Hindustan Unilever partnered with Ogilvy to conceptualise a simple and innovative solution – ‘Swachhata Ki Sawari’ that aims to keep cleaning the river unceasingly.

     

    The mechanism involves simply attaching two nets on either side of 100 boats, which ferries devotees to and from the Sangam. Once the boat is in the river, the nets which are closed at one end, collect floating garbage during the journey and once it reaches the shore to disembark passengers, a team of cleaners remove the garbage from the nets and reinstall clean nets. The cleaners then transport the collected waste to the designated garbage area on each ghat.

     

    Explaining the idea, Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India (West), said on this project: “Simplicity is the most difficult thing to achieve. This idea achieves that. Practical, low cost and highly effective, this innovation turns everyday boats into vehicles of cleanliness.”

     

    Added Priya Nair, Executive Director, Homecare, HUL:  “‘Start A Little Good’ and ‘Swachhata Ki Sawari’ are all about finding simple yet effective solutions to tackling growing issues like plastic pollution and waste management that we face today. We hope that this initiative will benefit in keeping the Sangam clean during the Kumbh and create awareness amongst consumers”.

     

     

  • Winners across 19 categories were announced after a day of insightful discussion on Mobile trends in the Indian landscape at #ShapetheFuture

    Mindshare, Madison bag top honours at Smarties

    By A Correspondent

     

    The Mobile Marketing Association (MMA) announced winners of its 2018 Smarties India Awards held on Friday, September 28 in conjunction with MMA Forum India

     

    Mindshare India and Madison Communications led the most wins, receiving 14 and 7 awards respectively across 19 categories, ranging from Brand Awareness, Most Engaging Mobile Creative and Social Impact/Not for Profit, amongst others. In the industry awards segment, Flipkart Internet was awarded ‘Publisher of the Year’, Mindshare India was recognised as ‘Agency of the Year in Mobile’ while MTV Roadies clinched both the esteemed ‘Marketer of the Year’ and ‘Best in Show’ with ‘When India Dared to Stare’ by Madison Communications.

     

    Before the awards ceremony, the MMA Forum was held where topics around managing the complex marketing landscape, and mobile attribution was discussed. There were also conversations around mobile video and over-the-top (OTT) distribution.

     

    Said Priya Nair, Executive Director of Homecare Hindustan Unilever Limited, and Jury Chair of MMA Smarties India said: “This year’s winners exhibited beyond the brand’s story and connected with the user. Their campaigns showcased creative concepts and innovative technology that lead to real business impact. With so many outstanding and innovative campaigns competing against each other, the jury panel inevitably had a tough time choosing the winners. Congratulations to all, the awards are truly well-deserved.”

     

    Added Rohit Dadwal, Managing Director of MMA in Asia Pacific: “As more brands realise the importance of mobile marketing, producing outstanding campaigns becomes a challenge. The Smarties Awards encourages marketers and agencies to push beyond their comfort zone. Year after year, the standards and creativity put forth continue to impress us. I also believe that the Forum serves as a great launch pad for new ideas, which we will see in the upcoming Awards next year.”

     

     

  • Shortlisted entries come from various sectors including FMCG, Retail, Banking and Tech

    MMA India announces shortlist for Smarties Awards

    By A Correspondent

     

    The Mobile Marketing Association (MMA) has announced the shortlisted entries for the 2018 Smarties Awards in India. From this list, the winners will be announced on September 27 at the MMA Forum to be held in Mumbai.

     

    As many as 90 entries were shortlisted from across industries from hundreds of entries. Those shortlisted for this year’s awards include global brands like Google, Unilever, 21st Century Fox, HSBC, Cadbury, Godrej, Patanjali, Coca-Cola, Diageo, PepsiCo amongst others leading national and international brands.

     

    A total of 12 senior level brand marketers made up the list of juries, namely, Siddharth Banerjee of Vodafone, Priya Nair of Unilever, Gaurav Suri of UTI, Shabnam Panjwani of Edelweiss Financial Services, Viral Oza of Lodha Group, Avinash Kumar of Patanjali, Sandeep Singh of Bira, Asha Kharga of Axis Bank, Kartik Jain of DBS Bank, Abhishek Joshi of SonyLiv, Vishikh Talwar of Millward Brown, and Nitin Agarwal of Hotstar.

     

    “It was not easy judging the entries this year with new and innovative ideas put forth. The level of creativity brought to the table exceeded expectations as the standards of submission improve year on year,” said Priya Nair, Executive Director of Homecare Hindustan Unilever Limited, who was the jury chair at this year’s awards.

     

  • With its latest campaign, Comfort takes a small step towards ‘breaking gender stereotypes’ that exist within the household

    Laundry cleaning not just a daughter’s job, says Comfort Fabric in latest campaign

     

     

    Hindustan Unilever has launched a new campaign for Comfort that drives home the message that household chores like laundry is not something that only the girl child needs to be engaged in. It’s equally important for both the son and daughter to learn this.

     

    Commenting on the launch of the campaign, Priya Nair, Executive Director, Home Care, Hindustan Unilever, said: “The message ‘Chota Step, Badi Baat’ implies that one extra step in using Comfort can give a great benefit in washing. Also, one small lesson from the mother, asking the son to learn this, is a big step towards impacting the social conditioning on gender. With our latest campaign, Comfort is taking on a powerful purpose for the first time – with each small step we hope to make a significant impact towards a better tomorrow.”

     

    Talking about the conceptualisation of the campaign, Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy, said: “The idea for ‘Chota Step, Badi Baat’ was born very simply from Comfort’s product proposition – How one small step of using Comfort after wash, has a significant & big impact on one’s clothes. Then on, we simply had to make this little product truth connect seamlessly with a human truth – that in life, even one small step in the right direction can result in a lasting, positive impact. We are happy that even beyond this execution, the space is very promising for various future engagements.”

     

  • Kan Khajura Tesan pe missed call lagao aur muft manoranjan ke saath ghar baithe world record banao

    KKT undertakes initiative to fight corruption

    By A Correspondent

     

    India’s first free and on-demand entertainment mobile radio channel Kan Khajura Tesan has undertaken an initiative that will take the fight against corruption to every Indian’s doorstep. Since the issue strikes a chord with every Indian, the anticipated response might go on to create a world record.

     

    This ‘Independence Day’ week, Kan Khajura Tesan aims to set a world record by getting as many missed calls as possible in 120 hours from the people of India on its toll free number 1800-30-000-123 (Atharasau tees hazar ek do teen). To pledge against corruption, the audience has to give a missed call on Kan Khajura Tesan’s toll free number 1800-30-000-123 from their mobile phones. In return, Kan Khajura Tesan will donate Re.1 for every 100 missed calls received between 13th August and 17th August to the National Anti Corruption Investigation Bureau. Once the consumer gives a missed call to Kan Khajura Tesan, in a few seconds the consumer will receive a call back from the channel to confirm their participation in the endeavour to set a World Record along with 20 minutes of free entertainment.

     

    Speaking about the initiative, Priya Nair, Vice President at Hindustan Unilever said, “Kan Khajura Tesan is one of India’s biggest, free and on-demand radio channels with over 1.4 crore subscribers and more than 25 crore minutes of radio engagement. With this initiative, we want to use this powerful platform to drive a social change. The initiative of pledging against corruption has never been attempted at this level anywhere in the world yet, and with the support of Indians we want to create a record of which every Indian can be proud.”

     

  • Hindustan Unilever's Kan Khajura Tesan wins 2 Golds for PHD and one for Lowe Lintas

    Oh, Mitwa! ‘Kan Khajura Tesan’ 3 Gold Jeetwa!

     

    By Delshad Irani

     

    It’s been a long time coming but India’s finally scored the campaign equivalent of a killer app. Kan Khajura Tesan or “centipede station”, a programme by Hindustan Unilever to provide radio over mobile to the media dark parts of North India has scored a massive three gold trophies; two in Media for PHD and one in Mobile for Lowe and Partners Worldwide. Although Lowe Lintas is the creative agency behind the work, the agency is absent at award shows because of its chairman R Balki’s famous no awards policy. However, the creative council of Lowe Worldwide headed by Jose Miguel Sokoloff picked the pathbreaking work to throw into the toughest ad competition in the world.

     

    Note with the winning Media Lions entry on Kan Khajura Tesan:
     

    Results and Effectiveness:

    “Single largest media channel in Bihar and Jharkhand”

     

    Over 8MM subscribers in two states in 6 months. KKT reaches 60% of the non-TV households in these states. Consumer base growing at an average of 35,000 daily

     

    Unilever ads have been heard over 70MM times  Increase in Spont Awareness for all three brands associated
    – Wheel – 20%
    – Ponds White Beauty – 56%
    – Close Up – 39%

    All of this at 4 cents cost per contact.

     
     

    Creative Execution:

    In a media first for India, we brought together telcos and content providers to create a FREE, ALWAYS ON, ON DEMAND entertainment channel accessible through even the simplest mobile phone.

     

    Outbound dialers promote KKT and educate consumers on how to access free content. The content is personalised through a Radio Jockey, who also reminds users to call again to get more content. Consumer traction is increased through relevant and contextual content like movie clips, Bollywood songs and jokes. The content is refreshed on a weekly basis and engagement spikes are created through blockbuster movie tie-ups.

     

    The Unilever advertisements are placed within the content in a non-intrusive manner.

     

    Consumers can consumer upto 60 minutes of entertainment content per month, absolutely free.

     
     

    Insights, Strategy and the Idea:

    82MM Households in India are media dark!

     

    Imagine a world where your basic source of happiness; entertainment on TV is cut short by long daily power cuts. What a mundane existence that would be.

     

    With 86% ownership, mobile phones are the only saviours. Movie clips or songs downloaded from telcos or purchased via pre-loaded chippis (sim-like chips) are the only things to turn a frown upside down.

     

    80 cents for limited movie clips coupled with the cost of connecting and downloading content from telcos makes mobile entertainment an expensive option.

     

    So to plug this famine of entertainment content, we created the ‘Kan Khajura Tesan’ KAN KHAJURA TESAN (ear worm channel) is the first of its kind, free advertiser-owned entertainment channel accessible through mobile. Just give a missed call to the branded number and receive entertainment content interspersed with Unilever adverts, free of cost.

     

    Reacting to the news, Priya Nair, vice-president at Hindustan Unilever says, “It’s always great to have work recognised especially in a well respected forum.” Long regarded as a tough formula-driven marketer, Unilever has over the last decade turned its reputation around and is now regarded as a client encouraging of creativity. However as Nair clarifies, “Obviously, we are in the business of business. But while you do that, if the work delights the senses and builds a historical pathway for others to follow it’s a vindication of being in the right direction. It helps build an ecosystem of people thinking differently.”

     

    Bagging Gold comes as a welcome surprise to the notoriously award averse Lowe Lintas which apart from abstaining from local awards for over a decade, has dragged its feet about sending entries to Cannes. When we called R Balki for a comment he was in the middle of a shoot in Helsinki, but texted back ecstatically with, “Awesome!! Ya!! Good for ideas!! It’s a super kickass idea.”

     

    Speaking of the win, Deepa Geethakrishnan, president, Lowe Lintas says, “Kan Khajura Tesan is truly a collaborative effort between the client, who birthed the core idea, the creative and account and media teams. The insect has travelled all the way from Bihar to the South of France.” Sources at the media agency PHD were unavailable for comment at the time of writing.

     

    Often Indian campaigns are too desi for their own good at Cannes. Kan Khajura Tesan is the exception. Nair believes it’s because, the idea is “simple, inventive and not difficult to explain no matter where you belong. We are sometimes guilty of complicating the idea.” Arun Iyer, national creative director, Lowe Lintas, opines that the idea matched the judges’ sensibility of India. He adds, “Winning at Cannes is a good recognition. But this is a bonus; beyond a point we don’t think about awards.”

     

    Many creative leaders complain young Indian ad folk spend more time trying to crack relatively new and therefore presumably ‘easy’ categories like Mobile and Digital, while ignoring the meat and potatoes of television and print. This win proves that convincing ideas on big brands beat all statistical finagling or hedging so popular with agencies. Not that we expect them to stop anytime soon, though.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

     

    Also see/read:

    A four-minute film on the project:

    https://www.facebook.com/photo.php?v=674274805978726&set=vb.1289914 50507067&type=2&theater

     

    Unilever Brand story:

    https://www.facebook.com/UnileverDiaries India/app_819181691443540

     

     

    We are republishing a story we had published in March 2014 on the HUL offering (link: http://www.mxmindia.com/2014/03/bihar-mein-no-1-radio-station-kaunbaa-aapan-hindustan-unilever-ke-kan-khajura-tesan/):

     

    Bihar mein No 1 radio station kaunbaa? Aapan Hindustan Unilever ke ‘Kan Khajura Tesan’

     

    By Sagar Malviya

     

    At Gosaidaspur, a village near Ganga river basin in Bihar, people regularly listen to movie songs, dialogues, radio jockey talk, jokes and shayari on their mobile phone. There’s no FM station covering this village 250 km east of Patna; villagers owe this special service to Hindustan Unilever.

     

    The country’s largest consumer goods maker has come up with a free radio-on-demand service to reach out to villagers in remote areas. And it says its lone channel – Kan Khajura Tesan, or ‘centipede station’ – is already the largest radio station in Bihar in terms of subscribers.

     

    This is how it works: any mobile phone user in Bihar can give a missed call to a specific number to immediately get a return call that will play Kan Khajura Tesan for 15 minutes. Besides a series of entertainment programmes, the channel of course plays advertisements of HUL brands.

     

    HUL has Stopped Ads on Radio

    “There is a lot of demand for content or entertainment in media-dark villages and mobiles become their only route to that world. So, we thought, can we institutionalise missed calls into an entertainment channel,” said Hemant Bakshi, executive director for home and personal care at HUL.

     

    “For consumers, it’s just like any other free radio station. But the one big difference compared with a radio is that we know who’s listening to our programmes,” he said.

     

    Mr Bakshi said the company has stopped advertising on radio in Bihar because its own channel reaches more people than any radio station. The company has printed the phone number for the channel on some of its product packs and has put up banners outside stores to increase its reach.

     

    It has already acquired more than 5 million subscribers, and interacts with about 1 lakh consumers everyday. That means about 25,000 hours of engagement daily with consumers in Bihar. And the company says it has more than 26 million ad impressions till date.

     

    Buoyed by its success in Bihar, Hindustan Unilever has launched this service in neighbouring Jharkhand and plans to take it to other states including Uttar Pradesh, Madhya Pradesh and Rajasthan.

     

    Experts said Hindustan Unilever has reinvented “The notion that more advertising could mean more sales is diminishing. Also, impact of paid media is waning. HUL’s initiative is like a viral which will give much bigger bang for the buck,” said Alpana Parida, president at brand consulting firm DY Works.

     

    So, where did the company get this idea of running a parallel radio station? From a radio campaign for Wheel detergent it ran more than two years ago.

     

    The Active Wheel advertisement on All India Radio in Uttar Pradesh and Bihar asked listeners to give a missed call from their mobiles to a particular number.

     

    When they did so, they promptly got a call back with a recording of actor Salman Khan’s dialogues from his blockbuster film Ek Tha Tiger and his endorsement of Wheel.

     

    HUL got 16 million missed calls in four months and, by the end of the campaign, brand awareness scores for Wheel had increased 25% and its sales jumped three times in the region.

     

    To ensure quality programmes, HUL has roped in several third-party firms to generate content and services for the channel, which it had initially named ‘Mobile Vani’ before opting for a more sticky and colloquial name.

     

    Also, similar to a loyalty card system for retailers, HUL plans to develop strategies once it gets profiles of the listeners over a period. “Content and advertising are becoming more linked with each other than they used to be in the past.

     

    As we go forward and have richer profiles of our listeners, we can leverage the database and plan customised strategies for our brands,” Mr Bakshi said.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

    Editor’s Note: Many thanks to Sanjay Singh, senior journalist and now communications specialist based in Patna, for help with the Bhojpuri headline