Top Story

e4m_logo.png

Home >> Advertising >> Article

There is too much of sameness in Indian media planning: Vikram Sakhuja

29-November-2013
Font Size   16
Share
There is too much of sameness in Indian media planning: Vikram Sakhuja

There have clearly been three key phases in the evolution of media in the last 25 years, namely, the era of media planning, communication planning and now people are beginning to talk about digital, said Vikram Sakhuja, Global CEO, Maxus, while sharing his thoughts on shifting media mindset at the 13th edition of exchange4media Conclave, held in Mumbai on November 25, 2013.

“But not much has changed in these 25 years. While some of the approach may change, the net result and how the plans look is not fundamentally different. Hence, I believe this is a very interesting topic chosen for the Conclave this year. There is too much of sameness happening in Indian media planning. There is a huge scope for change,” he added.

Sakhuja observed that a lot monies is moving into digital from other media – be it print or television.

“I also see digital being integrated into main media plans, truly integrated and not just addendum,” said Sakhuja.

To know more, watch the video 
 

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking