Top Story

e4m_logo.png

Home >> Advertising >> Article

MAMA Lab India finishes ethnographic study across 12 cities

05-March-2015
Font Size   16
Share
MAMA Lab India finishes ethnographic study across 12 cities

In wake of the upcoming Women’s Day, Dentsu has announced the launch of MAMA Lab in India on Wednesday. Started originally in Tokyo two years back, the new division aims at gaining insights into mothers and motherhood in India and enabling brands to understand and connect with them.

MAMA Lab India has recently finished an ethnographic study across 12 cities, interacting with 24 mothers of all religions, ages and geographies over 30 days.

“Dentsu Mama Lab aims to be a thought leader on mothers, motherhood and mothering. Through our understanding of the different facets of a mother, we will enable more meaningful and innovative connections between brands and mothers. We want to change the way people looks at mothers in India. We want to change the stereotype and find out what they really want,” said Rohit Ohri, Executive Chairman of Dentsu India.

Swati Bhattacharya, Principal Partner-MAMA Lab, Creative Dentsu, said, “We will get insights from the market and will provide it to the brands so that they can plan an effective marketing strategy accordingly. MAMA Lab is not just a study cell but will work like an advertising agency. We will solve brand problems and provide solutions that will come from our in-depth knowledge of mothers. We want to take that knowledge and understanding and help create an intimacy that the brand will forge with mothers.”

Narayan Devanathan, EVP- National Planning Director, Dentsu, said, “Brands have opportunities to add new users and increase consumption and usage of their products by being relevant for mothers. Brands also have the opportunity to lead the way in changing the way mothers are currently understood and also become their support system. The task now is to use the rich and diverse insight bank that we have put together to turn into starting points of ideas and innovations that brands can use.”

 

Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

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

The Tata Group is considering review of its Public Relations mandate which is currently handled by PR firm Edelman in association with Rediffusion. The review is likely to happen post January 2018.

KVL Narayan Rao, Group CEO, and Executive Vice Chairman of NDTV passed away at 63 after battling cancer for two years

Week 44 (October 29-November 4, 2017) of RAM Ratings saw Big FM and Fever FM dominating Mumbai. Meanwhile Fever, Radio City and Radio Mirchi dominated Delhi, Bangalore and Kolkata respectively.