Top Story

e4m_logo.png

Home >> Advertising >> Article

‘What If…’ series: Demystifying consumers the Dentsu way

22-November-2006
Font Size   16
Share
‘What If…’ series: Demystifying consumers the Dentsu way

Dentsu India is launching a knowledge-series on consumer insight titled ‘What If…’ The initiative will be headed by Aiyana Gunjan, Director, Strategic Planning. The series will focus on emerging consumer trends, new market realities, changing behavioural patterns and new buying stimuli.

The ‘What If…’ series will be based on Dentsu’s global knowledge products and studies done locally by the Dentsu Strategic Planning team.

“Dentsu in Japan does some wonderful work through its Dentsu Communications Institute and the Dentsu Institute for Human Studies. It is our endeavour in India to expand the knowledge offerings from Dentsu India. We will look at tracking changing consumer mindsets and try to map them on emerging market opportunities,” said Sandeep Goyal, Chairman, Dentsu India.

There are currently four major studies that are underway in the ‘What If…’ series covering newer Internet apertures, youth sartorial trends, kids’ marketing stimuli and celebrity engagement. These studies will be put in the public domain by the first quarter of 2007.

“It is our effort to channelise the immense amount of knowledge within the agency, both in India and in our parent organisation, and use the prism of our day-to-day reality to understand how to talk better to consumers and persuade them with a more informed choice,” added Goyal.

The ‘What If…’ series will go out to all Dentsu clients and will also be available on a subscription model to non-clients.

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.