MxMIndia

Tag: Triton Communications

  • Triton India has appointed Rohit Kaul as CEO, to head their 360 degree equipped Digital Mobile arm DIGIMO

    Triton Communications launches digital arm DIGIMO

    By A Correspondent

     

    Triton Communications has launched its digital agency DIGIMO. Contrary to existing practices, the planning teams of both digital and mainline will co-author the brand and communication strategy from inception. This approach will help clients reach their TG with the optimum mix of their content consumption platforms. Whilst the brand proposition is broadcasted via mainline. a return path on digital will ensure consumer interactivity in a bi-directional mode on various digital and mobile platforms. Thereby enabling marketers maximize their ROI.

     

    Triton India has appointed Rohit Kaul as CEO, to head their 360 degree equipped Digital Mobile arm DIGIMO. He moves in from Mobilox Innovations where he spent the last three years as their COO. Prior to Mobilox, Rohit has worked in leadership positions across Netcore Solutions, HT Media, STAR India and ZEE Television. Scholastically a B.TECH and MBA in Marketing from Mumbai University, he brings over 15 years of experience in multimedia, new media sales and start ups.

     

    Commenting on the latest endeavour, Ali Merchant, Director Triton quoted, “The continued, symbiotic evolution of technology and consumer expectations is fuelling on-demand marketing. Hence digital marketing is entering more unchartered and challenging territories. And with digital marketing becoming integral to our clients’ marketing mix, we decided to enter this domain not with a baby step but with a giant leap. I welcome Rohit on board and am sure given his overall rich multimedia experience of being a business leader, especially on Digital Rohit will make this venture a great success”.

     

    Incorporated in 1991 by Ali Merchant and Munawar Syed, Triton is one of the largest privately held Indian communications agencies and has enjoyed a successful run of over two decades in partnering some of the leading and most successful brands in Indian advertising.

     

  • Incorporated in 1991 by Ali Merchant and Munawar Syed, Triton is one of the largest privately held Indian communications agencies

    Triton bags the creative mandate for Carysil and EasyPay

    By A Correspondent

     

    Triton Communications’ Ahmedabad office has added two new businesses to its fold. Carysil is a pioneer in Composite Quartz Technology and one of the largest producers of quartz and granite sinks in the world. The mandate for the agency is to augment the brand’s presence in the high-end kitchen appliances market. The agency has already initiated a strategic blueprint which will be subsequently translated into creative.

     

    EasyPay offers interoperable and accessible bill payment services to customers through a network of outlets. This enables multiple payment modes and moreover, provides instant confirmation of payment. The task at hand is to launch the brand across Gujarat with the objective to make it the consumer’s preferred mode of payment.

     

    Commenting on the recent developments Ali Merchant, Director Triton Communications quoted, “We have a successful track record in partnering our clients for launching, building and nurturing some of the leading brands in the country across diverse categories. Carysil and EasyPay will provide us opportunities to further enhance our growth story for our clients.

     

  • Imagine a world without your daily newspaper. You can’t, and that’s the point. Print will endure, no matter what.

    The Anchor: 7 reasons print will never die (despite declining readership figures)

    By Pankaj Arora

     

    #1 Akhbar mein likha hai toh kuchh toh sahi hoga:

    People believe in the written/printed word over television. Huge debates happen around what is read. Depending on the news and its impact as well as the personal points of view, layered by the individuals’ leanings, great discussions at the ground level take place on any event. However, the final word on the subject is based on what is reported.

     

    #2 Bijli kahaan hai bhai:

    Power is a major issue in most parts of India. Even within the top 10 cities, not all have 24-hour of electricity. And it is not necessary that they will have electricity in the few precious minutes one has before setting out for the day. Mainline newspapers are read by the working people mostly in the morning. Most often, over the cup of morning tea.

     

    #3 Pura maamla hai kya?

    A basic desire to understand the issues in detail requires one to spend time and dwell on the reportage in depth. Different points of views of the different affected parties as well as the implications will help print stay relevant and around.

     

    #4 Ghar mein TV hai. Ek!

    Most families are a single-TV household. Unless there is a major event that has taken place, the content that is watched is what the whole family can see together. So crime and horror shows probably blank out the real issues. While news is watched, it is not preferred by the whole family. As a result, the first thing that most people do is wait for the paper to get a complete perspective.

     

    #5Special Discount! Sab se Sasta! Diwali Ka bumper offer! Sirf Lalaji Ki Dukaan mein.

    The boom in retail will continue to percolate down through India. With more and more malls coming up even in small towns the growth in Tier 2/3 towns will require local advertising. The housewife too, laps up the newspapers or its supplement to keep herself abreast of the great deals that are made available to her.

     

    #6 Bade Chowk mein aaj Morcha. Dehant ki khabar. Tuition Classes. Dance Masterji.

    Local news and issues are best covered through print and will encourage proliferation of local editions as is evident for the last five years.

     

    #7 Train/ Bus mein:

    During travel most of the time is used constructively to catch up on the news. As travel times keep increasing, the need will only increase.

     

    Pankaj Arora is National Planning Director at Triton Communications

     

  • Triton Communications has appointed Pankaj Arora as their National Planning Director, in a clear shift from the traditional approach, wherein a planning head has been a planner for the better part of his career if not all of it

    Triton takes the business approach to planning

    By A Correspondent

     

    Triton Communications has appointed Pankaj Arora as their National Planning Director, in a clear shift from the traditional approach, wherein a planning head has been a planner for the better part of his career if not all of it.

     

    Reaffirming the move, Renton D’Sousa – CEO & National Creative Director, Triton Communications said “One of my key focus areas is to enhance resources in the knowledge domain to enable the best end product. In my view a planning head needs to have been a senior business head to provide business insights for effective brand solutions. All with the aim to provide the right inputs to the creative for an insight laden end product. We need to redefine planning as a line function that will strategize for brand business building. Pankaj’s vast experience on the business of advertising along with his flair for strategic initiatives is the right fit for my vision”.

     

    Mr Arora has spent over two decades in advertising. He moves on to head planning from his current role of Executive Director- Triton Mumbai. Prior to joining Triton he has been with Lintas, Contract, Grey and Publicis.

     

    On his new role Mr Arora said, “When I started out it was all about the USP. With changing times, it evolved to the SMP (single minded proposition). Today with product parity across categories and intangible differentiators dwindling by the day, it boils down to the insight based creative that can make or mend a brand. It is my firm belief that the core of every planning activity is the immersion of client, category and consumer. Planning models merely revolve around this fact. A good planner reads between the reams of data and researches. But a planner with a business experience can unearth the insight that will lead to an effective end product and benefit the client in the market place.”

     

  • In a candid chat with MxMIndia's Shubhangi Mehta, Renton D'Sousa, National Director – Creative & Strategy, Triton discusses his future goals and additional responsibilities

    Triton understands the soul of India: Renton D’Sousa

    Renton D’Sousa, National Director – Creative & Strategy will now bear the additional responsibility of Chief Executive Officer for Triton Communications, one of the largest privately held Indian communications agency. Prior to joining Triton over 10 years ago, Mr D’Sousa was the creative head of a few units at Lintas Mumbai. Looking at the graph of some of the ad agencies which had a creative as the Chairman/CEO, looks like Triton and its clients are in for exciting times ahead. In a candid chat with MxMIndia’s Shubhangi Mehta, Mr D’Sousa discusses his future goals and additional responsibilities.

     

    With additional responsibilities now coming your way, what are the new responsibilities you forsee for yourself at Triton?

    Besides being the architect of ideas, the additional overarching responsibility now is to ensure the profitability of the business. The agency has to be financially stronger to plough back money into enhancing resources in the knowledge domain to enable the best end product. Above all, I now find myself asking about the “value of an idea”.

     

    Does the new role come with more expectations and pressure? How well do expectations work for you?

    The new role definitely comes in with a lot more expectations and pressures. My colleagues and clients can now look forward to more exciting times ahead. Expectations work for me as it poses a new challenge of living up to them. Cliched as it may sound, “there’s no smoke without fire”.

     

    Triton is very quiet when it comes to media exposure. Would you like to change that or does it remain as it is?

    We have always let our work do the talking for us. We have done path-breaking work on a continuous basis, but never gone to town talking about it. In the current scenario, it has become a norm to get written about, irrespective of the quality of the end product. We will not be as quiet as before. Having said that, we will talk about our work only if it adds value to our clients’ products.

     

    What are your focus areas for the coming year?

    I firmly believe that we are in the business of being creative. This belief has to percolate down to all levels and across all functions. This will be my single area of focus. For eg: Media can get more creative in finding innovative solutions in their area of operations and so can other functions. The franchise on creativity is not exclusive of the creative alone.

     

    Any further structural changes that we can expect from the agency?

    The new structure will be that of an agency without boundaries. We will operate as a single cohesive unit. My colleagues will be encouraged to assist across units and offices. This will encourage greater inter-office interaction, besides throwing up new opportunities and enhancing individual skill sets.

     

    How would you rate Triton’s journey over the years?

    It has been an interesting, arduous and successful. It has grown to become the largest privately held Indian communications agency. Over the two decades, Triton has enjoyed a successful run in partnering their clients in launching, building and nurturing some of the leading brands in the country across diverse categories.

     

    As a part of Triton, would you like to share certain specific highs and lows?

    The highs have been many. We have created many category leaders amidst well ensconced competition;  taken risks that have paid off and benefitted our clients immensely. The lows have been when we had to bid adieu to our long standing relationships either due to management takeovers or global alignments.

     

    What according to you does Triton offers to clients that differentiates it from other agencies?

    Triton prides itself on being an Indian agency that understands the soul of India. We believe that do business in India, you need to understand the business of India.