Subhrangshu Neogi, Director – Marketing & Brand, Religare Enterprises speaks to exchange4media on media spends in 2015, marketers perception of the World Cup as a property and the ICC World Cup 2015.
Which mediums do you see media ad spends going towards in 2015?
Fiscal 2016 is going to be an interesting year because of the stability of the new government and this whole wave of optimism; capital markets doing well. I think it promises to be a good year. In terms of the overall spend mix, digital will obviously grow. Most marketers feel that digital is a reality today and most consumers are already on the medium. So most spends will move from conventional media to digital and mobile. But having said that, I don’t think you can move away from ATL and conventional media.
Is the ICC World Cup looked at by marketers purely on ROI or in terms of brand building?
I think the World Cup has always been a great property to connect with people at an emotional and thematic level. We all know that cricket is a religion and it works well to spike your brand recall scores. We have been part of the previous World Cup and it worked wonderfully for us. Fundamentally from a brand recall and quality perspective, it is a great connect. In terms of engagement there are a lot of options. There is ATL, digital, on-ground and various such ways in which you can connect with consumers in a thematic manner.
What are your thoughts on this year’s World Cup?
I don’t see a problem because it would have been a problem if you considered the timing would have been odd but if you see most of the matches (India matches), they are from 9am-4 pm which suits us. The World Cup is the World Cup and cricket is a religion; you can’t get bigger than that.
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