The 2015 edition of Pitch Madison Media Advertising Outlook was unveiled yesterday in Mumbai.
Piyush Goyal, Minister of State with Independent Charge for Power, Coal and New & Renewable Energy formally releases the Pitch Madison Media Advertising Outlook 2015 report in Mumbai on Friday. To his left are Sanjay Gupta, COO, Star India and Raj Nayak, CEO, Colors and to his right are Sam Balsara, Chairman, Madison World, Annurag Batra, Editor-in-Chief, exchange4media Group, Girish Agarwal, Director, Dainik Bhaskar Group, Arunabh Das Sharma, President, Times Group and Nawal Ahuja, Director, exchange4media Group.
To start off the event, Sam Balsara, Chairman, Madison World, presented the highlights of the Pitch Madison Media Advertising Outlook 2015, which projects a 9.6% growth rate for the Media and Advertising industry this year. He spoke about the factors that will drive growth of Indian AdEx in 2015.
Ambareesh Murty, Founder and CEO of Pepperfry, talked about advertising in the context of new age digital companies in a session titled ‘Lessons for advertising from the new age companies’.
Piyush Mathur, President, Nielsen India, decodes trends to track in FMCG in 2015, where he elaborated upon the new breed called Rural Superconsumer that FMCG brands can now specifically target. Premiumisation from branding and breakthrough innovation from innovation will be the most distinguishing factors for FMCG companies. He spoke about how FMCG companies are about to enter e-commerce space in a massive way going forward.
Sanjay Behl, CEO, Raymonds spoke on the topic of Advertising Corporate Brands in which he first highlighted the difference between Branded House (Apple, Philips, Samsung, etc.) and House of Brands (HUL, P&G, etc. He further spoke how today advertising space spends on product brands has increased than corporate brands. He touched upon the topic digital immigrants trying to run a marketing plan for many brands that are targeted towards digital native or digital descendants. He highlighted the difference between these three generations and the way they think as a result of that and the problems that arise as result of the digital immigrant generation trying to build communication for the digital natives.
G.K. Suresh, Head of Marketing, Foods Division, ITC Ltd, Arunabh Das Sharma, President, Times Group, Ashish Sehgal, Chief Sales Officer, Zee, Noomi Mehta, Chairman and MD, Selvel One and Vivek Sharma, Chief Marketing Officer, Pidilite participated in a panel discussion on ‘Are advertisers missing the trick in utilizing media effectively?’ moderated by Karthik Lakshminarayan, COO, Madison Media Ultra. Panelists pointed out that some of the best campaigns have happened when all stakeholders; including creative agencies, planners and media owners have been involved. They agreed that advertising strategies should not be made without the advice of each party but it was important that each stakeholder was equally committed to the process.
Sanjay Gupta, COO, Star India, Raj Nayak, CEO, Colors, Piyush Goyal, Minister of State with Independent Charge for Power, Coal and New & Renewable Energy, Girish Agarwal, Director, Dainik Bhaskar Group, Sam Balsara, Chairman, Madison World and Arunabh Das Sharma, President, Times Group spoke in a panel discussion on ‘Role of Advertising for a Political Party’.
Taking the examples of past election campaigns, the panel argued that it was not enough to just have communications during the time of elections and what was needed was an ongoing communication strategy. Every citizen wants to be kept abreast of the ruling government or a political party's philosophy and developments. Having a professional agency advice and guide the process could make the entire process more efficient and effective, the panel opined.