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Cheil feels the ‘heartbeat’, plans on a trend meter

Cheil feels the ‘heartbeat’, plans on a trend meter

Author | Malini Menon | Tuesday, Nov 30,2004 8:48 AM

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Cheil feels the ‘heartbeat’, plans on a trend meter

Planning and research is what Cheil Communications will focus on in 2005, said Viren Razdan, Senior VP. The agency plans to follow up the pilot project ‘Cheil Heartbeat’ that was conducted this year, in 2005 as well. The project’s objective was to study different socio-economic groups and understand the changes in lifestyle that impacts the internal and external behaviour. This study will now be an annual feature and this will be taken forward in June 2005.

Incidentally, Cheil has appointed Vineet Singh Hukmani from Mudra to shoulder the responsibility. Hukmani, who would takeover as head of planning from January 2005, will primarily handle the task of business development along with leading the ‘Cheil Heartbeat’, informed Razdan. On appointing Hukmani, he said, “He has worked on a cross-section of brands from motorcycles and cars to durables. What adds to his acumen is the maverick touch of his personality, him being a pop star.”

Elaborating on the Cheil Heartbeat, he said, “This is like a trend meter, a lifestyle consumption system, which will rid us of any product inquisitiveness and at the same time will establish an understanding of what are the changes that people go through with new products, services and content available. So, when everything is rapidly evolving, we are trying to understand the psychology of consumers. This will give us a bank of information on the factors that govern emotional gratification. Invariably, the first pilot project that we started essentially validated the hypothesis on needs and expectations across categories. So we are embarking on this project again in June.”

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