MxMIndia

Tag: Sanjay Mehta

  • In the third part of our series on Digital Transformation, Sanjay Mehta writes that it’s not true that mid-sized companies don’t have ambition or would be hesitant to spend larger sums on say technology

    Digital Transformation 1-2-3 with Sanjay Mehta: Part 3

    Few people in the advertising and marketing ecosystem are better equipped than Sanjay Mehta to lead this online Masterclass on Digital Transformation. In our discussions with him, we were inspired to ask Sanjay Mehta to formulate a three-part series aimed at motivating founders and owners of mid-sized businesses in India to embrace digital transformation. 

     

    While Digital Transformation is a much-touted (and often incorrectly used) buzzword in Indian business circles, Sanjay Mehta’s series highlights the real growth potential that comes with the right retooling. This insightful series, ‘Digital Transformation 1-2-3 with Sanjay Mehta’, will culminate in a Zoom-based webinar on Wednesday, August 7, at 3 pm IST. The webinar is exclusive to 40 professionals on a first-come, first-served basis.

     

    Masterclass #1: July 17, 2024 – Boards and Founders need to see “outside the box” for the multiplier effect (published last week. Link: https://www.mxmindia.com/advertising/digital-transformation-1-2-3-with-sanjay-mehta-part-1/)

    Masterclass #2: July 24, 2024 – Exploiting Opportunities, Overcoming Challenges (published last week. Link: https://www.mxmindia.com/marketing/digital-transformation-1-2-3-with-sanjay-mehta-part-2/)

    Masterclass #3: Today, July 31, 2024 – The Specific Nature of the Beast

    Masterclass #4: August 7, 2024 – Live webinar (Registration will open tomorrow, August 2) 

     

    The Specific Nature of the Beast 

    Over the previous two articles of this series, we have understood that there are many growth multiplier opportunities in business. Several of these are revenue and profit growth related, and where, due to various reasons, it may be imperative to look beyond the current Board and team and reach out to the right experts outside.

     

    While this looks perfect in theory, when it comes to implementation, is where an extent of challenge comes in, due to the ground realities that we cannot ignore.

     

    The focus at this time, when we speak of companies, is on the very large middle of Indian businesses – which may collectively be referred to as mid-sized companies, for the sake of understanding. Let’s think of these as companies with revenues ranging from 1,000 to 10,000 cr, and mostly family-owned businesses. These are often based out of Tier 1, Tier 2 centres all around the country, and often these are multi-generational in terms of ownership within the respective family. Most of these may be in traditional areas of manufacturing and trading activity, and several of them could be listed companies as well.

     

    With a lot going in their favor, considering the extremely large Indian consumption space, they may not always have the advantages that larger MNCs or bigger industrial houses based in urban metros of India, have.

     

    On the one hand, global consulting firms and other similar service providers are keener to work with larger MNC and Indian corporates. If they do pick up engagements from mid-sized companies, they often do not put their best teams on those accounts. Likewise, larger system integrators and other tech companies are also keener to go after larger MNC and Indian corporate accounts, and mid-sized companies need to find their best partners from smaller tech companies.

     

    While these may be the situation when it comes to the supply side of service providers, as founders and owners, there is often an issue of finding the right trusted resources that they can work with. Trust is a big factor when it comes to working with founders, as they want to be sure that their money is in good and safe hands, with high levels of integrity, with people who will value the company’s resources as their own, and who will seek value for money solutions.

     

    This is not to say that mid-sized companies don’t have ambition or would be hesitant to spend larger sums on say technology. They just need a higher level of comfort and assurance that the money is being spent wisely and that they are getting the required value for money.

     

    These being the constraints or the lay of the land, if I may call it that, what is needed in terms of external experts who can open newer growth opportunities for these companies, is for them to have a good “dhandha” attitude! The agility to get things moving fast, valuing the cost of time, but at the same time, ensuring that the ROI is clear and measurable.

     

    It is indeed a tough combination to find. When you look for subject matter experts, say, people with a good technology background, these folks could easily have been techies who have worked in corporate world, done a lot of good work, but who would have been earning salaries and using corporate budgets that got allocated for their requirements.

     

    What is really needed is someone having those same skills, but who might have run his / her own business, potentially bootstrapped it, so as to get a really good value of money, and yet delivered on ambitious goals using technology.

     

    So, what becomes a clear ask is to find not just the right kind of external experts to enhance growth opportunities for the business and for the founders and the Board, but also find those kinds of experts who have been-there-done-that when it comes to running and growing businesses of their own.

     

    The ideal insider go-to person then, who can join the Board as a director or be a strategic advisor to the Board, will then need to ideally come from founders who have created successful ventures and maybe exited those, and during the time that they were running their shows, they were becoming experts in their respective areas of focus, be it technology or whichever.

     

    Inviting such people to help the company and the Board to make the most of the immense opportunities and creating the growth multipliers, would then be the perfect answer. Whether these folks are invited to join the Board as experts in their respective fields, or brought in as strategic advisors, or asked to join expert committees constituted by the Boards for specific purposes, such would be the ideal utilization of their expertise.

     

    And which will set up the company well, for astronomical growth, going forward!

     

    Three-part text series concluded

    Next week (August 7, 2024): Masterclass #4: Live Webinar

     

    Sanjay Mehta is one of the pioneers in the digital world in India, having founded and spearheaded several companies: HomeIndia, Mirum (earlier SocialWavelength before WPP took it over) to name a few. He is also an author and commentator on all things digital, and beyond. He is an investor, mentor and also helps organisations – large and small – in their process of digital transformation.

    He tweets @sm63. Linkedin.com/in/spmehta

  • Digital Transformation 1-2-3 with Sanjay Mehta: Part 2

    Digital Transformation 1-2-3 with Sanjay Mehta: Part 2

    Few people in the advertising and marketing ecosystem are better equipped than Sanjay Mehta to lead this online Masterclass on Digital Transformation. In our discussions with him, we were inspired to ask Sanjay Mehta to formulate a three-part series aimed at motivating founders and owners of mid-sized businesses in India to embrace digital transformation. 

     

    While Digital Transformation is a much-touted (and often incorrectly used) buzzword in Indian business circles, Sanjay Mehta’s series highlights the real growth potential that comes with the right retooling. This insightful series, ‘Digital Transformation 1-2-3 with Sanjay Mehta’, will culminate in a Zoom-based webinar on Wednesday, August 7, at 3 pm IST. The webinar is exclusive to 40 professionals on a first-come, first-served basis.

     

    Masterclass #1: July 17, 2024 – Boards and Founders need to see “outside the box” for the multiplier effect (published last week. Link: https://www.mxmindia.com/advertising/digital-transformation-1-2-3-with-sanjay-mehta-part-1/)

    Masterclass #2: Today, July 24, 2024 – Exploiting Opportunities, Overcoming Challenges

    Masterclass #3: July 31, 2024 – The Specific Nature of the Beast

    Masterclass #4: August 7, 2024 – Live webinar (Registration will open on July 31)

     

    By Sanjay Mehta 

     

    Exploiting Opportunities, Overcoming Challenges 

    In the first part of this three-part set of articles, we saw that there are many growth opportunities for a company, not just ordinary regular growth, but potential growth multipliers, and within the company, the skills may be limited, to exploit all of those. The idea then being that companies, and Boards and Founders should be open to think outside the box and reach beyond and outside their current set of directors or leaders, to find the right help to enable them to crack these growth multipliers.

     

    When we think around the larger aspect of generating growth, it is about increasing revenues increasing profits.

     

    Breaking it down further, increasing revenues could include:

    • Getting more customers to buy
    • Getting existing customers to buy more frequently
    • Getting existing customers to increase their average spends each time they buy
    • Increasing product lines / categories
    • Increasing distribution channels
    • Increasing geographical reach
    • Getting new kinds of customers – some new cohorts
    • etc.

     

    Likewise, increasing profits could include:

    • Reducing cost of new customer acquisition
    • Generating repeat sales from existing customers, preferably unaided or at least additional cost
    • This could then include remarketing, marketing automation, CRM being done well
    • Ensuring against loss of customers, or basically enhancing lifetime value of an acquired customer, so that you can keep generating revenue from that customer
    • Ensuring a good brand reputation so that a miss there does not cost sharp drop in customers and transactions
    • If people are a key to your success, ensuring a good employer reputation, which translates to long-term and good employees, and reducing cost of hiring good new talent
    • Reducing all other costs and expenses in general, to improve profits
    • Using tech solutions for internal processes to enhance productivity and efficiency
    • Using AI tools to get significant improvements in processes and efficiencies

     

    These bullets do not indicate any kind of exhaustive and comprehensive lists here. There could be many more things that one could think of generically, and many others that one could think of, specifically for a certain business.

     

    However, what the list indicates is that one can take each of these bullet points, examine either the opportunity that can be exploited and converted into a growth multiplier, OR in case there is a weak spot, then it may be seen to be a challenge and work to overcome the same.

     

    Let’s look at an example from the revenue side. Say, you are selling a product which in a way, has an end life, and then a new one must be purchased. You could be speaking of printer cartridges or milk bottles or a car battery or a whey protein or whatever. In all such cases, either you exhaust the content and need more, or there is an end of life, and then you need to replace the product. Now, as a seller, you may have the knowledge of a buyer in as much as what specific SKU they are purchasing, what is the likely life of that, what date it’s been purchased on, etc.

     

    Once it approaches for the time to buy again, the customer is up for grabs. Open to be acquired by your competitor, as loyalty pull may not be that strong. But the customer is yours to lose. So, do you have a comprehensive strategy around this? Is it in place, is it working, what are the metrics to confirm the same?

     

    Done well, this is a classic growth strategy as you continuously increase the lifetime value of the customer, you get more sales without corresponding cost of acquiring a customer, and your new customer acquisitions continuously grow your base of customers.

     

    Do you have the skills and expertise to think through the strategy to make this happen, and then the necessary technical support to execute this and the ability to measure the ROI on this effort?

     

    Let’s look at a second case, which may be in challenges. And if not addressed, it could be hurting your growth and your revenues.

     

    Let’s consider the matter of your online reputation. This can be manifested by conversations on social media, mentioning your brand. It could also manifest as reviews on Google, reviews on Amazon and other marketplaces, that people have put. If you are an employer and people are a key, the reviews on HR portals like Glassdoor become crucial, etc. I have often seen people not taking these with much seriousness. When people shop on Amazon, your rating and review can make a difference between a customer buying your product or your competitor’s. Over time, this factor alone can make a big difference to your sales. Likewise, if there is a poor mention of your company on Glassdoor, that could be the reason that good talent is not joining you. And so on.

     

    Finally, all those factors play on your growth – of revenues or profits.

     

    Again, as a company, are you handling these and more? Who’s looking at the larger opportunity grid? And the challenge grid? Who is prioritising what you need to be doing from amongst those items? And then, who is executing and monitoring progress?

     

    Here again, for the building out of the opportunity and challenge matrices, in case in-house expertise is not available, it goes back to the Part 1 – that think outside the box, and get experts from outside the current base, bring them in to work closely with the Board or with the Founder etc.

     

    Next week (Wednesday, July 31, 2024): Masterclass #3: The Specific Nature of the Beast

     

    Sanjay Mehta is one of the pioneers in the digital world in India, having founded and spearheaded several companies: HomeIndia, Mirum (earlier SocialWavelength before WPP took it over) to name a few. He is also an author and commentator on all things digital, and beyond. He is an investor, mentor and also helps organisations – large and small – in their process of digital transformation.

    He tweets @sm63. Linkedin.com/in/spmehta

  • Digital Transformation 1-2-3 with Sanjay Mehta: Part 1

    Digital Transformation 1-2-3 with Sanjay Mehta: Part 1

    Few people in the advertising and marketing ecosystem are better equipped than Sanjay Mehta to lead this online Masterclass on Digital Transformation. In our discussions with him, we were inspired to ask Sanjay Mehta to formulate a three-part series aimed at motivating founders and owners of mid-sized businesses in India to embrace digital transformation. 

    While Digital Transformation is a much-touted (and often incorrectly used) buzzword in Indian business circles, Sanjay Mehta’s series highlights the real growth potential that comes with the right retooling. This insightful series, ‘Digital Transformation 1-2-3 with Sanjay Mehta’, will culminate in a Zoom-based webinar on Wednesday, August 7, at 3 pm IST. The webinar is exclusive to 40 professionals on a first-come, first-served basis.

     Masterclass #1: July 17, 2024 – Boards and Founders need to see “outside the box” for the multiplier effect

    Masterclass #2: July 24, 2024 – Exploiting Opportunities, Overcoming Challenges

    Masterclass #3: July 31, 2024 – The Specific Nature of the Beast

    Masterclass #4: August 7, 2024 – Live webinar (Registration will open on July 31)

     

    By Sanjay Mehta

     Over the years, working with many companies, working with their top management or with their teams, what comes out clear is that the top focus of senior management is growth. India coincidentally happens to be poised at a very opportune phase. By and large, one sees increased demand and most businesses of good caliber are seeing good progress in their businesses.

    In India, we also have a base of some good-sized businesses that are home-grown and run by the original founder families, after multiple decades. They are absolutely sharp in their own business. Often, we see the next gen also joining the business, often educated and trained abroad, in their respective field, and adding to the strength in the business.

    That said, growth continues to remain a key motivator and driver for the owners and while they are doing all that they know to drive the said growth, are they genuinely tapping the business to its full potential?

    At any point in time, a business may have multiple potential growth multiplier factors. Some of these are known to the business and efforts may be going on. Some others are known, but these are either not prioritised for the moment, or there is a recognition that they don’t have the right skills or resources, to take those up.

    And then there are the third kind of growth multipliers about which the company is not aware of at all. Simply because these may fall outside their areas of competence of experience. Some could be technology-based, some could be through other means.

    It is because of the second and third kind of opportunities that exist, and which are not being addressed, that a company or its Board or the Founders, need to keep an open eye and think “outside the box” to tap these.

    In this case, the term “outside the box” can be a little literal also! To say that, at times, the understanding of the opportunity to multiply growth levels, may not be available at the existing Board level or with the team in the company. And that the Board must be open to consider outside expertise, either by bringing that into the board, as additional/ external/ independent directors, or as strategic advisors.

    Once a strategic approach is defined well, an action plan is laid out, a monitoring and review mechanism is in place, the execution itself, may be something that the company’s internal team, or their existing partners/ vendors could manage. However, since the strategy comes from a level of experience, knowledge and skills that may not be available internally, that is where there is a need to be open to outside help.

    As an example, let’s consider a very simple situation on first principals’ basis. Let’s understand this: that, a company’s revenues are a multiple of their number of customers, the number of transactions that the customers do annually, and the average value of each transaction.

    So, if the company must grow revenues, they need to focus on:

        • Growing the number of customers
        • Increasing the frequency of the customers’ transactions with them
        • Increasing the ticket size of each transaction

    Maybe the company has high focus and skills on new customer acquisitions and they are addressing that first point well.

    However, has anyone truly focused to figure how to bring the customer back to purchase more frequently?

    Has anyone figured as to how we could drive the average ticket size of the transaction higher?

    If asked, there is a good chance that team members will affirm that all these efforts are being done. But whether it is so, in reality? Whether the right skills and opportunities have been exploited to do so? Whether for example, data has been used well to enable this?

    So yes, there is a role that data and technology could be playing, and maybe that is the limitation within the team. That they do not know the potential of data or technology for that purpose, or they don’t have the skills to comprehend potential benefit and ROI of such efforts.

    Be that as it may be, this is just to bring to the fore, the idea that Boards and Senior Teams in companies may be lacking certain areas of skills and knowledge, and in their efforts to do better for the company, they need to be open to change with the times. And where today, there are maybe specialists for audit and legal or around the business itself, on their boards, maybe the next additions to the boards, or at a strategic advisory level, need to be people with subject matter expertise in newer areas that the company current lacks, such as technology and innovation, say, and utilize such persons to provide the further impetus of growth multipliers.

     

     Next week (Wednesday, July 24, 2024):

    Masterclass #2: Exploiting Opportunities, Overcoming Challenges

     

    Sanjay Mehta is one of the pioneers in the digital world in India, having founded and spearheaded several companies: HomeIndia, Mirum (earlier SocialWavelength before WPP took it over) to name a few. He is also an author and commentator on all things digital, and beyond. He is an investor, mentor and also helps organisations – large and small – in their process of digital transformation. He tweets @sm63. Linkedin.com/in/spmehta

  • Point of View: Only the Ambanis could pull off an event of this scale!

    Point of View: Only the Ambanis could pull off an event of this scale!

    Courtesy: Reliance Industries Limited Facebook id

     

    We first read this as a post by the writer on Facebook, and later saw an interesting exchange with some of his connections. We sought his permission to compile his posts and some of his response to comments in this article. Read on. – Ed

     

    By Sanjay Mehta

     

    The more that one reads and sees of the Anant Ambani pre-wedding event in Jamnagar, what stands out is the extreme logistical exercise that it has been. And to even have the audacity to consider pulling something like this off!

     

    Anyone who has ever managed an event of any reasonable size knows what it takes. Say, a conference or a marketing event, with a certain number of variables. Put in some challenges with celebs involved, and what it needs to take care of them and their entourages!

    Or say, you’ve hosted a wedding. With the multiple events. The relatives and friends to be taken care of. The invites, the RSVPs. The diet preferences, the transportation arrangements. Now make it a destination wedding. And see the variables multiply! Call a politician to your event. And worry about the number of hangers-on who need to be accommodated with the individual. Think of the security that he may bring along, but which you also need be taking care of, at your venue! Add a few foreign guests to the twist! Phew!

     

    If you’ve ever been through anything even close to this, you know what I am talking about, don’t you?!

     

    Now think of what the Ambanis dared to do, and did, and pretty flawlessly, from the looks of it. Celebrities of the highest order. By the hundreds! Their entire logistics! Invites, confirmations, travel and transportation, stay arrangements keeping the stature of all, the show itself, doing all this not at a large 5-star resort reasonably equipped for this, but in fact, creating the entire event infrastructure of their own, in their home town.

     

    Yes, money is a big factor. But the point is that this is not just about putting money on the table. It is so much more! It’s the ability of visualise scale projects and the ability to execute them well. In a time-bound manner. This has been their strength in business forever and now seen at an event like this as well!

     

    One other thing: I see this is that this is part of a new India. I have seen times in our country when the wealthy were living subdued lives so as to not come into anyone’s eyes – be it the local goondas, the income tax folks, jealous neighbours, the Labour unions in your factory etc. All that has changed now. There is a far larger acceptance of the wealthy to do their thing and not be concerned about others. They in fact, create aspiration and inspiration! This was one extreme event, but I speak in general.

     

    As for why:

    a) because they can,

    b) they’re still only spending a tiny bit of their wealth,

    and c) indeed, the money rotates and feeds so many on the supply chain. Not to speak of the reality show experience that the country enjoyed for free, on Reels and elsewhere!

     

    A lot of people have said that it’s a splurge, a waste of monies. We have to momentarily pause and relook at the splurge word. A typical wedding in our kind of families, or our homes or our dinner outings etc will seem like a splurge to lakhs of people. But we don’t see it that way for ourselves. Where Ambanis are, this would be thought of as par for course. It’s a splurge only from the distance that we are at!

     

    Jamnagar is a place hardly known for hosting anything remotely close to this. Just imagine the security arrangements itself! Nearly all of the guests being serious security risks! Think about the various food preferences! Think about young and old folks! The mind boggles!

     

    Yes, there are event organisers available to do all this, plus there’s the money and connections. It’s the X factor beyond that, which makes Ambanis what they are.

     

    And the Ambanis could visualise this, take it on, and pull it off! Even with the money, few would have been able to do so! From oil and gas to mobile to data to retail and that shows up now in a family wedding event as well!! Hat’s off to them!

     

    Sanjay Mehta is one of the pioneers in the digital world in India, having founded and spearheaded several companies: HomeIndia, Mirum (earlier SocialWavelength before WPP took it over) to name a few. He is also an author and commentator on all things digital, and beyond.

  • To amplify brand on social media

    Mirum India wins mandate for Berger Paints

    By Our Staff

    Berger Paints has given the social media mandate for corporate communication to Mirum India, part of WPP Group. Mirum has been tasked with building the corporate brand on social media and highlighting the key achievements going forward. The account will be serviced from Mirum’s Mumbai office.

    Said Abhijit Roy, MD and CEO, Berger Paints India: “With the wide propagation of Social media, companies now need to reinvent their communication strategies to reach out more efficiently to their consumers, investors and other key stakeholders. We are sure that the association with Mirum India would help us in strengthening our corporate brand and create enhanced stakeholder engagement avenues in the current times.”

    Added Sanjay Mehta, Joint CEO, Mirum India: “Social media is the future of corporate communication. It plays the role of an image builder, an enhancer and a maintainer… all rolled into one. Berger Paints is one of the respected companies in the Indian market and comes with a rich brand legacy, which we look forward to amplifying through social media. Our experienced team is confident of delivering a solution which the brand deserves.”

     

     

  • WileyNxt has collaborated with institutions like IIM Lucknow to bridge the ‘education to job and job to job’ skill gap

    Mirum India wins social media mandate for WileyNxt

    By A Correspondent

     

    Mirum India has announced it has bagged the mandate for social media management and online query management for WileyNxt, a learning solution from John Wiley and Sons. WileyNxt has collaborated with institutions like IIM Lucknow to bridge the ‘education to job and job to job’ skill gap.

     

    Mirum India will assist WileyNxt in developing a distinct positioning and building brand awareness in an already cluttered professional-learning market. Mirum India will be responsible for brand communication, social media management and an always-on paid media campaign. The account will be serviced from Mirum India’s Delhi office.

     

    Commenting on this association, Jagriti Goyal, Marketing Head, WileyNxt, said: “WileyNxt is a transformative solution that’s set to build a talent pipeline for the jobs of tomorrow.  In an advertising clutter generated by competing companies, the need for WileyNxt is to stand out with clear cut messaging that allows the learners to distinguish between real learning and otherwise. We were looking for a strong agency who would be able to see through the honesty and the strong credible legacy that WileyNxt originates from and do true justice to the communication developed to present the various programs launched for the end audiences. We are launching some extremely relevant Industry driven, Executive Education Programs in Analytics across domains and Dream Jobs Placement Guaranteed Solutions for technology students. Mirum came to us with a strong pitch, client case studies and an interested team that I look forward to with work as true partners in this endeavor. “

     

    Added Sanjay Mehta, Joint CEO, Mirum India: “Digital learning will play a crucial role in building the future skilled workforce. We are excited to be associated with WileyNxt to bring their knowledge driven offering to the Indian market. We at Mirum, understand WileyNxt’s aspirations and believe in their goal to transform education and skilling for individuals and organizations alike. We have a very talented team which brings to the table, a decade of experience in building brands on digital and we look forward to creating a distinct position for WileyNxt in the minds of the consumers.”

     

     

  • Mirum India will also be handling some of their ATL work which includes brand films and other offline activities

    Mirum India wins creative mandate for PLAY

    By A Correspondent

     

    After a multi-agency pitch held earlier this year, Mirum India has won the creative mandate for emerging gadget and wearable device maker, Play. The agency will be the creative AOR for the brand and will take care of its social and creative duties with a focus on building the brand on digital from scratch. Apart from handling their digital assets, Mirum India will also be handling some of their ATL work which includes brand films and other offline activities. The account will be serviced by the Delhi office of Mirum India.

     

    Said Arvind Nair, Regional Director (Delhi), Mirum India: “We believe in creating inspiration through our campaigns. Play has given us an opportunity to expand our horizons and create something meaningful and exciting. We understand consumers’ digital behaviour and are looking forward to aid PLAY in building a connect and engaging the masses.”

     

    Added Sanjay Mehta, Joint CEO, Mirum India: “We are proud to be AOR for Play. This account allows Mirum to bring its vast digital experience to the table and deliver youthful work. Our digital approach will be highly ROI-driven with marketing campaigns closely aligned with the brand’s business goals.”

     

     

  • The insight behind the film lies in the importance of kitchens in an Indian household

    Mirum India launches digital film for Corian Quartz

    By A Correspondent

     

    Mirum India has created a digital film for Corian Quartz. With this digital activation, Mirum India also aims to highlight the brand’s thought leadership in kitchen spaces. The insight behind the film lies in the importance of kitchens in an Indian household and the increasing popularity of open kitchens among consumers.

     

    Arvind Nair

    Said Arvind Nair, Regional Director (Delhi), Mirum India: “We aimed to create the inspiration that the product brings out through this digital film, capturing the textures, colours and the range of Corian®Quartz.  We have created a segmented approach to drive this to the end users, tying in with user behaviour and intent. The campaign has helped the brand create an aspirational digital persona that has led to conversions, which signify how understanding the customer’s digital behaviour is paramount in selling interiors today”.

     

    Sanjay Mehta

    Added Sanjay Mehta, Joint CEO, Mirum India: “The Path-to-Purchase journey for most products now begins from digital. It has now become imperative for every brand to capture the imagination of the end user digitally, even if the sale is driven through a brink and mortar shop. With this digital film, we have aimed to the same. ‘Wow’ the end users with the stunning designs from Corian Quartz”.

     

     

  • Mirium India analysed the buying and consideration journey of these core intermediaries and developed a content strategy

    Mirum India wins digital mandate for Corian Design

    By A Correspondent

     

    Corian Design has mandated Mirium India to manage its digital and social media platforms and focus on analysing the buying and consideration journey of core intermediaries and developed a content strategy that targets them using social, digital, and mobile technologies.

     

    Said Abhishek Goyal, Market Development Leader – Asia Pacific, Corian Design: “Digital Marketing is the new-age way of communicating with the target customers to connect well with them as a brand owner. In addition to reaching out to a wider set of target audience, digital marketing provides loads of data which can help the companies optimize their campaigns and deliver better ROI. While looking for a digital marketing partner we evaluated various agencies and found Mirum most suitable, both from the perspectives of domain knowledge as well as the flexibility to try out different approaches. We look forward to working together with Mirum and deliver to the expectations of the business.”

     

    Added Sanjay Mehta, Joint CEO, Mirum India: “As an agency, we are committed taking on new challenges and diversify our portfolio with well-known brands from across the globe. DuPont provides us with another great opportunity to showcase our expertise in the field of creativity, media, and content and we’re looking forward to some great work in the months to follow.”

     

    Said Arvind Nair, Branch Head – North India, Mirum India: “Digital is constantly evolving in terms of both customer experience and direct sales, and we are working towards connecting DuPont with their customers in this evolving market. DuPont is an iconic brand and we’re really excited to be partnering with them take their digital first approach forward.”

     

     

  • The attempt isintroduce denims to the everyday workwear wardrobe

    Shoppers Stop launches ‘Denim to Work’ campaign

    By A Correspondent

     

    Shoppers Stop has introduced the ‘Denim to Work’ campaign, an initiative encouraging working professionals to include denims in their workwear wardrobes.

     

    Commenting on the campaign, Govind Shrikhande, Customer Care Associate & Managing Director, Shoppers Stop Ltd. Said: “With growing awareness and an increasing affinity towards denims across age groups, we believe there is a huge untapped market for denim segment in the apparel industry. Organised retail sector, young population, online penetration of denims, growing popularity of engineered/ distressed denim, varied fabric washes and changing classification of consumer’s wardrobe are some of the key growth drivers which will further fuel the growth of this segment. Shoppers Stop aims to tap into this market growth and leverage its large offering in the denim category through the ‘Denim to Work’ campaign which has been rolled out across multimedia platforms with print, radio, outdoor and a digital film.”

     

    The digital film for the ‘Denim to Work’ campaign has been produced and directed by JWT’s digital arm Mirum and the ad creatives have been created by Shoppers Stop’s ad agency Contract Advertising. Conceptualised by Mirum, the digital film aims to break down the rules laid by rigid corporate culture. It inspires young professionals to flaunt their own sense of style and exude confidence at the work place with denims as a part of their work wear wardrobe.

     

    Added Vineet Mahajan, Head of Art, Contract (India): “Walking into work wearing a pair of jeans is a common sight now. But denims have never been promoted as workwear. We thought this idea was quite disruptive and we hit the sweet spot of an idea by celebrating the designations of a new age workplace. Shoppers Stop has always broken new ground in fashion retail communication and this one was no different.”

     

    Said Sanjay Mehta, Joint CEO, Mirum: “For me, this denim-to-work campaign closes the loop in a certain kind of way. For the last six years, I’ve been wearing blue denims to work every single day and have been extremely comfortable in these. Over this period, I have also seen a shift in the way denims are perceived in the corporate world. People have accepted it as a part of the whole workforce culture. Also, I’m excited about the campaign as it gives people an opportunity to see denims in a definite kind of role and setting. I’m sure that more companies will accept denims as a part of their evolving office culture after seeing this campaign.”

     

     

  • The webinar was conducted as part of the 'World Goes Digital' series

    IAA hosts ‘World Goes Digital’ webinar with Sanjay Mehta & Hareesh Tibrewala

    By A Correspondent

     

    The International Advertising Association (IAA) India Chapter hosted Sanjay Mehta and Hareesh Tibrewala, veteran digital media specialist and Founders and Joint CEOs of Social Wavelength for its webinar conducted as part of the ‘World Goes Digital’ series.

     

    While evangelising the digital media, the duo spoke about the growing acceptance of the digital media by marketers and industry as a whole. “There has been a significant change over the years,” said Mehta. Added Tibrewala: “Digital Media should not be looked at by the ad spends, but also the way they can drive business activity.”

     

    Srinivasan K Swamy
    Abhishek Karnani

    “The industry – especially young professionals – gained much from the first-hand experiences that Sanjay Mehta and Hareesh Tibrewala shared at the IAA webinar,” said Srinivasan K Swamy, President IAA India Chapter & Vice President, Development Asia Pacific, IAA.

     

    “We are very thankful to Sanjay Mehta and Hareesh Tibrewala to have answered several queries and doubts that young marketers and advertising professionals have as they are embark on a digital foray,” said Abhishek Karnani, Director, Free Press Journal, who along with Manish Advani, Head – Marketing and Public Relations, Mahindra Special Services Group, is co-chair of the IAA Webinar series.

     

    The webinar that was viewed live by over 1250 students from different Management Colleges can now be viewed on the IAA YouTube channel –www.youtube.com /iaaindiachapter.

     

  • The Webinar will be aired live on the IAA YouTube channel – www.youtube.com/iaaindiachapter on February 12, 2015 from 3 to 4pm live

    IAA Webinar Series to discuss ‘World Goes Digital’

    By A Correspondent

     

    The International Advertising Association (IAA) India Chapter has invited Sanjay Mehta and Hareesh Tibrewala, veteran digital media specialists and Founders and Joint CEO of Social Wavelength for their next webinar that will be held on Thursday, February 12, 2015 at 3pm.

     

    Srinivasan K Swamy

    “Our objective at the IAA Webinar series is to provide an interface with leading digital media practitioners and we are delighted to have two leading entrepreneurs and pioneering digital professionals Sanjay Mehta and Hareesh Tibrewala to address the next IAA webinar. I am sure young professionals and others wanting to make a career in the social media or use it in their own companies would gain much from this interaction,” said Srinivasan K Swamy, President IAA India Chapter & Vice President, Development Asia Pacific, IAA.

     

    “We are very happy to have with us Sanjay Mehta and Hareesh Tibrewala, extremely successful digital marketers, who will enlighten us with the future of digital and help us embrace digital for taking our brands to the next level,” said Abhishek Karnani, Director, Free Press Journal, who along with Manish Advani, Head – Marketing and Public Relations, Mahindra Special Services Group, is co-chair of the IAA Webinar series.

     

    Abhishek Karnani

    The Webinar will be aired live on the IAA YouTube channel - www.youtube.com/iaaindiachapter on February 12, 2015 from 3 to 4pm live from the Google Hangout Room at the Google India office in Mumbai.

     

    As part of the Webinar series, the International Advertising Association (IAA) India Chapter has hosted speakers like Sanjeev Kapoor, CMO, Citi (India); Ashish Hemrajani, Founder and CEO, Bookmyshow.com; Rajan Anandan, MD, Google (India); Nishant Rao MD, Linkedin (India); Ajit Balakrishnan, Founder, Rediff.com; JulieRoehm, Chief Story Teller, SAP, Neeraj Roy, MD and CEO of Hungama Digital Media Entertainment Pvt. Ltd, PaulBerney, Co-Founder & Managing Partner EMEA of mCordis and adfilm-maker Ram Subramanian. Recently Rajjat Barjatya and Tushar Vyas were guests on ‘World Goes Digital’ webinar series.