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Tag: Shashank Srivastava

  • Shashank Srivastava is Vice Chairman

    MRUCI elects Shailesh Gupta as Chairman

    By Our Staff

     

    At the AGM conducted by the Media Research Users Council India (MRUCI) on Tuesday, September 26, Shailesh Gupta, Wholetime Director, Jagran Prakashan Ltd and Shashank Srivastava, Senior Executive Director – Sales & Marketing, Maruti Suzuki India Ltd., were unanimously elected as MRUCI’s Chairman and Vice Chairman, respectively. The announcement was made at MRUCI’s Board meeting which was held shortly after its AGM.

     

    Gupta takes over the mantle from Shashidhar Sinha, CEO-India, Mediabrands, who served as MRUCI’s Chairman for two consecutive terms i.e. from 2021-2022 and 2022-2023. While handing over the mantle, Sinha said: “I am happy that IRS is being revived after a gap because of Covid”

     

    Said Gupta in his vote of thanks: “I’d like to thank Mr Shashi Sinha for leading MRUCI and taking several strides forward in reviving the IRS. It will be my endeavour to help create a robust 3rdparty research that helps all constituents and collectively takes the industry forward.”

     

    Two new members have also been appointed to the Board of Governors, viz:

    Rajeev Beotra, Executive Director, HT Media Ltd.

    Anupriya Acharya, CEO, South Asia, Publicis Groupe

     

  • Sinha will Chairman and Gupta Vice Chairman

    Shashi Sinha & Shailesh Gupta to continue to helm MRUC

    By Our Staff

     

    Media Research Users Council India (MRUCI) held its 28th Annual General Meeting (AGM) on Tuesday, September 27, 2022 via Video Conferencing.

     

    Shashidhar Sinha, CEO – India, Mediabrands and Shailesh Gupta, Director, Jagran Prakashan Ltd. will continue in their respective roles as Chairman and Vice Chairman of MRUCI. The leadership duo was unanimously re-elected at MRUCI’s Board meeting which was held shortly after its AGM.

     

    New members have also been appointed to the Board of Governors, namely Shashank Srivastava, Senior Executive Director (Marketing & Sales), Maruti Suzuki India Ltd. and Vivek Malhotra, Group Chief Marketing Officer & COO Consumer Revenue, TV Today Network Ltd.

     

  • Films for Maruti Suzuki hatchback

    Dentsu Impact creates campaign for 2021 Swift

    By Our Staff

    Maruti Suzuki has launched its latest campaign for the 2021 Maruti Suzuki Swift. Conceptualised and executed by Dentsu Impact India, the campaign introduces the latest edition of Maruti Suzuki hatchback. The film has been released on television supported by a longer edit on digital. Additionally, it is backed by elements in print, OOH and social media.

    Said Shashank Srivastava, Executive Director (Marketing & Sales), Maruti Suzuki India Limited: “Pure performance is thrilling. But when it looks good, it’s even more thrilling.  That is what makes the experience truly limitless. This is the idea behind the campaign which introduces the new 2021 Swift. After all, this widely popular hatchback not only highlights its well-known performance legacy but now also brings a world of enhanced style, all thanks to the powerful Next Gen K-Series 1.2L Dual Jet Dual VVT Engine, Sporty cross mesh grille, and stylish dual-tone exteriors. The new Swift is perfectly poised to take the breath away of those who like a wow drive, and also of those who have an eye for great designer looks. Swift has always been a car that has challenged all kinds of limits. With the Limitless Thrill campaign, we look forward to set new benchmarks, and win even more hearts and minds.”

    Added Amit Wadhwa, President, Dentsu Impact: “Swift is synonymous with car enthusiasts who love to push themselves beyond limits. With the new 2021 Swift, Maruti Suzuki has taken the pedestal a notch higher with new looks to match the aspirations of a modern-day customer. As their partners, we are excited to be a part of the Swift’s launch and create newer milestones with them.”

    Said Anupama Ramaswamy, Managing Partner and National Creative Director, Dentsu Impact: “Performance always has a wow factor. And when it meets a world of style, it truly becomes a head turner. Swift has always been a thrill to drive, and now it has taken the experience one step further, by thrilling us with its all-new style. This campaign is a testament to this.”

     

  • The campaign introduces the latest edition of the Dzire car

    Dentsu Impact, Maruti Suzuki launch ‘Move Up’ campaign

    By A Correspondent

     

    Maruti Suzuki has launched its latest campaign, ‘Move Up’, for its brand – the 2020 Dzire. Conceptualised and executed by Dentsu Impact, the campaign introduces the latest edition of the Dzire car.

     

    Speaking on the all-new 2020 Dzire, Shashank Srivastava, Executive Director – Marketing & Sales, Maruti Suzuki India said: “With over 55% market share in its segment, Dzire is the preferred sedan of over 20 lakh customers. Building on an overwhelming customer response, the 2020 Dzire offers next generation K-series engine with segment-first idle start-stop technology (ISS), an upgraded premium exterior design, refreshed interiors, and advanced features. As a company, we have believed in bringing technologies that benefit the customers. The 2020 Dzire will help us to continue with our brand promise, to offer products with state-of-the-art designs and advanced technology to delight our customers. The introduction of the advanced K-series Dual Jet, Dual VVT BS6 petrol engine with idle start-stop (ISS) function makes it more desirable, low on emissions with best-in-class fuel efficiency.”

     

    Added Anupama Ramaswamy, National Creative Director, Dentsu Impact said:  “When it comes to Indian families, moving up never happens alone. Right from our childhood, we have seen our fathers work tirelessly, selflessly and go to any length to make every little wish, every little desire come true. With the ‘Move Up’ campaign, we celebrate this emotion and, also tell all fathers that the 2020 Dzire is by their side to see each and every desire of their loved ones come true.”

     

    Said Amit Wadhwa, President, Dentsu Impact: “The idea of ‘Moving Up’ together with your family is one that resonates with every Indian. And when it comes to cars – moving up and togetherness is exemplified quite well in a sedan, especially by Dzire, which is the top choice for millions of people. The communication created around the car reflects just that and if I may add… quite beautifully!”

  • The campaign showcases a range of vibrant, colourful festive celebrations from across India

    ‘Ghar Aaya Tyohar’ celebrates year-long festivals of India

    By A Correspondent

     

    Maruti Suzuki has unveiled its new festival season-specific campaign titled ‘Ghar Aaya Tyohar’.

     

    Commenting on the campaign, Shashank Srivastava, Executive Director – Marketing and Sales, Maruti Suzuki India said: “Festivals are a high point in life of people. India is diverse, people are diverse and so are the festivals and the occasions to celebrate. Every festival is celebrated in its own beautiful way. However, a few things always remain common like celebration, happiness and bringing home a Maruti Suzuki. With our new Ghar Aaya Tyohar commercial, we intend to strengthen the same thought and provide people the same happiness and pride of owning a Maruti Suzuki car, which we have delivered for decades.”

     

    Added Anupama Ramaswamy, National Creative Director, Dentsu Impact:“India is a nation described by diversity, just like its festivals. But one festival that binds everyone together is the joy of buying a new car. After all, it gives different people different reasons to celebrate. For a young person it’s a celebration of the coming of age, for a woman it’s a celebration of freedom, for a family it is a celebration of togetherness. We believe Maruti Suzuki is that one name which can do complete justice to the feeling of Ghar Aaya Tyohar, because as a brand it has touched many lives.’’

     

     

  • The design of the logo is built to reflect the core values and the essence of Patrika, notes a communique

    Patrika refreshes brand identity

    By A Correspondent

     

    The Rajasthan Patrika group has gone in for a brand refresh, and along with a logo that is sync with its values. Said Siddhartha Kothari, Additional Managing Director, Rajasthan Patrika: “We were looking for a new image and identity which would be more reflective of the new energies and new mindset with which we run Patrika. We strongly feel that brand is about good practices and the conviction with which the team carries the values in their day to day life, because ultimately it is the application of a value system and delivery of the promise that create a brand. Patrika brand is built on journalistic value system and the imagery is only to reflect the same.

     

    Notes a communique: “The design of the logo is built to reflect the core values and the essence of Patrika. Shri Karpur Chand Kulish the founder of Patrika found himself best expressed in his acquired title “Kulish” and adopted it for life. The word ‘Kulish” having a very powerful and deep significance. Kulish means a vajra the most powerful of all weapons ordained and blessed to restore dharma and rightful life. Kulish finds its refrences in Puranas, Geeta, Ramayan and most other scriptures and represents the very function that Patrika as newspaper has been playing in society as a revolutionary change maker. It looks absolutely the right choice of expression of intent and soul of the brand. Kulish is engrained in Indian ethos, as the first ever flag of freedom suggested by Sister Nivedita disciple of Swami Vivekananda also displayed a picture of Kulish.”

     

    The response to the new identity has elicited a positive response, we are told. Said Shashank Srivastava, Executive Director (Marketing & Sales), Maruti Suzuki India Ltd: “I believe that Kulish is an ideal choice to reflect the ethos of Rajasthan Patrika . It symbolises the power and purity of intent and has a deep meaning even in contemporary India. It is a perfect connect from our rich past and heritage to the present. Patrika has been playing a very constructive and powerful role in the media and the society at large. The Kulish is a very good symbol of that aspect as well. I wish the Patrika group all the best for the future.”

     

    Added Pallavi Singh, Marketing Head, BMW: “It’s great to see the new narrative with new energy” Said Sandip Ghose, Chief Operating Officer, MP Birla Cements: “In today’s fast-changing world the mantra is Reinvent, Re-engineer and Rediscover to stay relevant and ahead of the times. Even the most popular brands need to refresh its identity and reaffirm its purpose and character. A Lion too needs to roar occasionally to remind the world of its nature and stature. Glad that Rajasthan Patrika despite being the market leader by far-has undertaken this re-branding exercise.”

     

    Said Puneet Anand, Group Head Marketing, Hyundai: I congratulate Patrika Group on adorning a new Bold and Dynamic vision which is very amalgamated in the new brand identity. With the changing World, it will herald a new Era of Leadership for Patrika Group. Wishing All the Best”

     

    Said Amit Jain, CEO and Co-Founder, Girnar Software Pvt. Ltd.(Car Dekho): “A brand that is always refreshing with time… As news takes up a new form for its audience through the internet and the digital era, Kulish will help the masses identify with Patrika as a household name. I am confident that this new identity will resend the message of trust, purity and positivity all the way. The Lion symbolises strength and power and of what I have known of Patrika group, personally, this reflects very well with its values and ethos of the management and team, equally. Wishing the Patrika Group all the success as they carve the path to empowering change! ”

     

    Said Hanish Batra, GM Marketing TPG Wholesale : “A very powerful transformation, Groups commitment in empowering change in this phase of our country is very crucial.”

     

     

  • Several marketers are now waking up to the potential of small screen stars as brand endorsers

    Big brands use TV stars to connect with masses

    By Rajiv Singh

     

    Now, Malhotras can raise a toast. After gulping down countless cups of tea during umpteen meetings over the last few months, this middle class family in North West Delhi has finally found a ‘perfect’ match for their son. Rashmi, their prospective daughter-in-law, is not only beautiful but also has a pet name ‘Toasty’ – something that instantly clicked with the Malhotras.

     

    Reason: The other Toasty they know is a lovable daughter-in-law, played by Aishwarya Sakhuja in Sony’s TV fiction Saas Bina Sasural, who keeps her family together. “I am sure Rashmi has similar qualities like Toasty,” said an elated Mrs Malhotra.

     

    Malhotras are not alone in getting influenced by serial characters. There are thousands of such people across the country. And several marketers are now waking up to the potential of small screen stars as brand endorsers.

     

    Over the last six months, a slew of brands including Cadbury, Emami, Hyundai, Maruti, Dulux, Red Label and Lux has roped in popular TV celebrities such as Sakhuja and Hussain Kuwajerwala who can connect well with people at a fraction of cost of hiring a popular Bollywood actor.

     

    “It’s a great strategic move by brands. The TV characters have a strong resonance with the viewers, especially the middle class that relates to the values shown in the serials,” said Prathap Suthan, an advertising industry veteran who created the government’s ‘India Shining’ and ‘Incredible India’ campaigns and is now the chief creative officer of iYogi, an online technical support services provider.

     

    Saurabh Uboweja, director of brand consulting firm Brands of Desire, said that by casting TV stars with successful running soaps, advertisers can have the dual advantage of both role and star endorsement for a sensible signing amount: “They get two candies for the price of one.”

     

    MONEY MATTERS

    While TV celebrities do have their own large fan following, their relatively lower endorsement fee is a huge plus for several companies in the present tough business environment where subdued consumer sentiments and rising costs have hit sales of several products.

     

    One such company is Maruti Suzuki, the country’s largest carmaker that has had a tough last year and expects its sales to fall 11 per cent in the year ending March.

    “In the current cost-cutting environment, it makes more sense to hire TV stars,” said Shashank Srivastava, Maruti Suzuki Chief General Manager (Marketing). The carmaker roped in TV celebrity Anita Hassanandini this month to feature in its Swift Dzire commercial. Last December, it signed Kavita Kaushik and Rajesh Kumar from SAB TV to endorse its multi-purpose vehicle, Eeco.

     

    “Selling a car is not like selling a Bournvita,” said Mr Srivastava. “So, there’s no point in shelling out fortune in having big Bollywood celebrities.” Big celebrities have not really worked for Maruti. Father-son duo of Amitabh and Abhishek Bachchan could not boost its Versa sales in 2000-2001. Maruti has also had actor-director Farhan Akhtar and actor R Madhavan to endorse A-Star and Wagon R, respectively, but with limited success.

     

    CLOSER TO LIFE

    Marketers also say it’s easier for people to relate to TV celebrities than big screen stars. “While a Bollywood celebrity projects an image which is aspirational and larger than life, TV celebrities relate closer to the real life of the viewers and are hence becoming extremely popular,” said Krishna Mohan, CEO of FMCG firm Emami, which signed Suhana of Star Plus’ serial Sasuraal Genda Phool aka Ragini Khanna in November last to endorse its moisturiser Vasocare.

     

    Unlike film stars, small screen celebrities are identified with the characters they portray in popular long-run serials. So people relate them to the values their characters hold, like a committed housewife, an ideal husband, a perfect daughter… ¦ It helps brands project a distinct identity by endorsing them.

     

    Late last year, paints brand Dulux rolled out a media innovation by tying up with three popular television serials to create vignettes that resonate with their thematic campaign, ‘Apne Rang Chalakne Do’. AkzoNobel’s brand showed the lead pairs from Star TV soaps Yeh Rishta Kya Kehlata Hai and Iss Pyar Ko Kya Naam Doon, and Sony’s Saas Bina Sasural in its commercial.

     

    “Since daily soaps are a big draw in India and the consumer follows their journey closely, the protagonists of the daily shows had the appeal that was needed to propel the idea,” said Pushkar Jain, marketing manager for Dulux at AkzoNobel India.

     

    However, there’s a flip side of using TV celebrities as well, said Mr Uboweja: “Brands want to capture these stars and their soaps when they are running hot. But the shelf life for both is fairly short”. “This ad strategy is a bit like instant noodles, good enough to fill the stomach but not enough to satiate the appetite,” he added.

     

    Source:The Economic Times

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