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Marketing stalwarts to reveal building connect through entertainment

Marketing stalwarts to reveal building connect through entertainment

Author | exchange4media News Service | Wednesday, Mar 06,2013 7:11 PM

Marketing stalwarts to reveal building connect through entertainment

The Pitch CMO Summit 2013, presented by Colors (Viacom18) in partnership with MEC, brings together some of the leading marketers in Mumbai on March 6. With the theme ‘Entertainment: All the World’s a Stage in Marketing’, the Summit will have top marketing stalwarts showcase some of the best initiatives taken by marketers and brands in India and globally to build an emotional connect through entertainment.

The Summit will focus on the associations and usage of entertainment platforms in Movies, Theatre tie-ups, Television and Radio, Sports, Performing arts, Gaming, Lifestyle & Fashion.

Karthi Marshan Marketing Head, Kotak Mahindra Group will be discussing the topic: Money Needn’t Be Complicated: Simplifying Banking Through Entertainment and the session will be chaired by Subhash Kamath, Managing Partner, BBH India. Kotak’s association with PVR providing entertainment credit card, its association with Vinay Pathak for its 6 per cent PA awareness campaign and Kotak’s Silk programme for women are a few examples of the brand’s link with entertainment. In his role at Kotak, Mr Marshan oversees marketing efforts across all the verticals that Kotak is present in, including insurance, banking, brokerage, asset management, among others. Previously, Marshan has headed marketing at IDBI Bank, and co-founded Sharekhan, one of India’s leading retail brokerage firms. He started his professional career as a copywriter, then moved on to account management at Grey Worldwide, and subsequently produced television content for Sony India. Prior to joining Kotak, Marshan was based in Sydney, where he helped turn around an ailing DTH business that catered to the Indian Diaspora in the ANZ region.

MV Krishna, VP, Marketing (Two-Wheelers), Piaggio India will be throwing light on Vespa – Unscooter: Creating a Differentiated Position for Vespa Through Events, TV Properties, Community and Art and the session will be chaired by Shripad Kulkarni, CEO, Percept Media. Vespa’s association with Kala Ghoda Festival the mark of its artistic nature, Vespa has also been projected as a iconic, luxury two wheeler and its ad campaigns project vibrancy, lifestyle and art.  Krishna has extensive exposure in the Auto industry having worked for over 16 years in various roles in TVS Motor, Castrol and now in Piaggio. He has been responsible for the launch of the iconic Vespa in the Indian market in April 2012. The effort here has been to create a lifestyle positioning for Vespa in a scooter market which so far has seen mere functionality and convenience. He has worked with various large 2 wheeler markets like Indonesia, Thailand, Vietnam and Philippines in the Asia Pacific. He has also headed the marketing function for Castrol’s new initiative – The BikeZone. He was responsible for making TVS Scooty a significant player in the scooter market as an aspirational brand among women. TVS Scooty is now almost a generic name in the category. In TVS he was also instrumental in the development and launch of the premium motorcycle brand Apache in 2006.

Manisha Lath Gupta, Chief Marketing Officer, Axis Bank will be talking about Blurring the Highway Axis for Collective Progress and the session will be chaired by Suresh Balakrishna, CEO, Brand Programming Network. Axis Bank’s association with entertainment hubs for product promotion and launch of its My Zone credit cards for entertainment related activities are a few entities of marketing through entertainment. Axis bank’s campaign projecting a film direction ‘Kyunki Badhti Ka Naam Zindagi’ is an example of marketing through entertainment. Gupta heads the Axis Bank’s brand strategy and communication across all product verticals, and all customer touch points. She spearheads the digital interfaces of the bank, which includes all websites, internet banking, mobile banking and ATMs. She also manages the product portfolio and customer experience on for the Savings Bank business, including new product development. Before she joined Axis Bank, she spent six years across two different roles at Colgate Palmolive. In her last role she was the Associate Director- Marketing and prior to this, she was the Consumer Innovation Centre Head for India. She started her career with Unilever in India where she spent almost eight years across different roles like Sales, Consumer Insights, Brand Management and New Product Development. In Unilever she worked in the personal products business, handling Ponds & Vaseline during her brand management years.

Mansi Tripathy, Chief Marketing Officer, Shell Lubricants India will be throwing light on Oil’s Well: Marketing on the Fast Track and the session will be chaired by Sandeep Sharma, President, R K Swamy Media Group. Shell has had a 10 year long association with Ducati hosting biking events, it is the sponsor of the Scuderia Ferrari Formula One team globally. The brand has association with MotoGP and with the Hyundai FCCC. The recent TV Shell Helix Supercar campaign was also linked to high end lifestyle and entertainment though its products. Tripathy has worked with Procter and Gamble for 16 years and spent time in Mumbai, Singapore and Boston. She was leading the Global Male Grooming business worth about $10 Billion in revenue. In her term with Procter and Gamble she led the CMK (Consumer and Market Knowledge) function for Global Shave Care (Gillette, Venus, Art of Shaving). She has also spearheaded Partnerships and Strategic Alliances for P&G with suppliers across market research, database management, analytics and media and has core expertise in strategic planning, growth opportunity identification and delivery, unearthing consumer, shopper, trade insights and converting them into business building plans, advanced research application and analytical skills.

Sashi Shankar, CMO, Idea Cellular will be talking about Brands as Storytellers: What an Entertainment Sirji! The session will be chaired by Arvind Sharma, Chairman & CEO India Subcontinent, Leo Burnett. Idea Cellular’s association with Bollywood star Abhishek Bachchan for its ad campaigns, the theme of ‘what an idea sirji’ aiming at awareness through tongue and cheek campaigns, Hunny Bunny campaign taking a musical route and various TVCs that process the art of storytelling through humour are some of the example of the brand’s connection with entertainment. Shankar has been spearheading the marketing and branding initiatives of Idea Cellular, since May 2011. He has over 32 years of experience in Sales Management and Business Operations spanning diverse sectors such as paints, consumer durables, industrial chemicals, consumer products and telecom. Prior to joining Idea, he has worked with many reputed organisations including Mattel Inc., Blow Plast, Solidaire TV, Alkyl Amines Chemicals and Berger Paints.

SP Shukla, President Group Strategy and Chief Brand Officer, Mahindra will be delivering a Special Address on the topic Bringing Your Brand to Life: The Experiential Route and the session will be chaired by Pratap Bose, COO, DDB Mudra Group. Whether it is the Mahindra Blues festival, the group’s association with theatre through META or the Sundance Institute Mahindra Global Filmmaking Awards, it has constantly used creative arts to create a compelling connect. At the same time, the lifestyle adventure event- Mahindra Great Escape is another sports-centric initiative that has gained popularity. Mahindra racing with Italian CIV championship and the latest Mahindra Rise brand positioning celebrates lifestyle. Shukla is also a Member of the Group Executive Board at Mahindra Group and as President is responsible for Group Strategy. He is also the Chief Brand Officer for the Mahindra Group. He serves on the boards of several Mahindra Group companies in different sectors such as Bristlecone (USA), Mahindra Retail, Mahindra First Choices Services Ltd. He also oversees Cultural Outreach programmes such as Mahindra Blues Festival, Mumbai, & Mahindra Excellence in Theatre Awards, New Delhi. He is also the Chairman of Mahindra Racing, Italy & leads several such initiatives in the sports arena.

Sunil Gadgil, Director – Marketing, NIVEA India will be speaking on Bringing Your Brand to Life: The Experiential Route and the session will be chaired by Bobby Pawar, Chief Creative Officer, JWT India. Nivea which celebrated its 100 years in 2011 had a slew of entertaining activities in the last one and a half years, the brand’s My Skin Lounge, a unique on ground experiential programme and Nivea My Skin Moments contest association with Rihanna for a concert in Germany are a few examples. Gadgil, before joining Nivea, was the Head of Marketing Vision Care, India at Bausch & Lomb. In his career of 14 years he has been the VP Marketing at GE Money-SBI, Category Head at Godrej Sara Lee Limited. He has also been a Brand Manager at Marico and ASM at Asian Paints. He is from the ’97 batch of Symbiosis Institute of Business Management, he has studied from College Of Engineering Pune and Fergusson College Pune.

Viral Oza, Marketing Director, Nokia India will be speaking on Marketing & the 4Cs of Entertainment: Content, Conduit, Consumption & Convergence and the session will be chaired by T Gangadhar, Managing Director, MEC India. Nokia Lumia partnership with Dark Knight Rises. Targeted at the youth. The Dark Knight Rises campaign’ for Nokia Lumia, as part of its exclusive global partnership with Warner Brothers. Annual Nokia Music Connects. The Fourth Nokia Music Connects summit will continue to showcase leading executives from the Indian and international labels, digital platforms, live music industry and device manufacturers discussing the current state and the way  forward for the music business Brand is betting big on music. Music Store and the Nokia Music application, which are supported by both Asha and Lumia range of phones. Priyanka Chopra launched her debut single ‘’ exclusively on Nokia Music for all of September. Oza joined Nokia in Aug 2008. In this role, he is responsible for growing the market share, building the Nokia brand and driving marketing initiatives across consumer touch points for Nokia in India. With over 16 years of experience with Unilever in India and overseas, his previous assignment was as Category Director, Skin Care for Africa, Middle East & Turkey. he was associated with Unilever’s Deodorant business for many years where he was heading the marketing for Axe Deodorant across Asia.

Zubin Tatna, National Director, Planning, MEC will be speaking on MEC Partnership Intelligence (TM): An Informed Approach to Entertainment, Sports & Partnerships. Partnership Intelligence, is an online tool that enables in-depth analysis into consumer interest, media consumption and attitudes towards partnership platforms including Sport, TV programming, Art, Entertainment and other global properties. This is a unique, never-done-before study that helps advertisers make choices between seemingly disparate opportunities. It offers an intelligent view on how one can go about choosing the right partnership or association for a specific brand. The study offers insights based on people’s motivations and choices. This Partnership Intelligence global research has been conducted via an online survey across 17 markets including India, with a sample size of 1500 in each market. Tatna has over 20 years of experience in the field of advertising. He began his career with the financial division of Ogilvy & Mather and moved on to Grey Worldwide, he then joined Bates Enterprise. While working with SSC&B Lintas, he headed several businesses, including Essar Oil, Hindustan Lever and the UB Group.

Catch all the action at Pitch CMO Summit at Four Seasons, Worli, Mumbai on March 6, 2013.

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