The afternoon session of the final day of the two-day India Brand Summit 2006 began with a CEOs’ Round Table Conference that brought under the scanner real brands, real marketers and real solutions. The chairman of the session was Arun Arora, President, Bennett Coleman & Co. The speakers included Aditya Puri, Managing Director, HDFC Bank Ltd; R Gopalkrishnan, Executive Director, Tata Sons Ltd; Aditya Sapru, Managing Director, Frost & Sullivan- South Asia & Middle East; Naveen Kshatriya, CEO & Managing Director, Castrol; and Nabankur Gupta, Founder, Nobby Brand Architects.
Arora kicked off the session with examples of BCCL where the changing Indian audience and the emergence of new markets had let to new ventures. Some of the examples that he spoke about were Times Music and Planet M and how these ventures had grown.
He also spoke about the A7D formula that BCCL followed for all such ventures, where A stood for aspects like accountability, acceptance, awareness, audience and D stood for Differentiator.
The session further delved on brand experiences of all the speakers with their respective brands, where new problems led to new ways of living for the brand and in all, giving birth to new trends in marketing per se.
The final session was ‘New Ways to Reach the Consumer’. Reliance Retail’s CEO, Consumer Durables, Rajeev Karwal, was the chairman of the session. The panellists here included L V Krishnan, CEO, TAM Media Research; Arvind Sharma, CEO & Chairman, Leo Burnett India; CVL Srinivas, MD, Maxus; Lynn de Souza, Director, Lintas Media Services; and Alok Saraogi, Deputy GM Brands, Jet Airways.
De Souza began by pointing out the emergence of new media like the Internet and IPTV in the digital domain, Out-of-home and on the move media, but the most powerful, according to her, was the consumer or word of mouth. At the same time, she pointed out that India was in a unique position where traditional media still had some way to grow, but it was the change in the medium that was becoming attractive. She said, “Traditional media will continue to be important for at least the next 10 years.”
Srinivas enlightened the audience on emerging concepts in the media space. He enumerated ‘Media Meshing’, which is simultaneous consumption of media resulting from changing media consumption and the road ahead for media owners. ‘Social Media’ was another concept that referred to content creation, where people were not only the creators but also, in the process, influenced and observed.
“If you combine the two, you get a multi-dimensional black box that will force advertising agencies think differently. This will give us an impetus to move away from big bang advertising to ‘micropersuation’. The world is changing and change is at our doorstep,” said Srinivas.
Sharma took the consumer created point forward and substantiated this with examples. He explained the role of technology in the emergence of these mediums, where ideas and brand building ways spread like ‘wildfire’. He elaborated on the need to let the consumer speak on the brand and even as this took away some power from brand custodians, it was the best way for any brand to grow today.
The discussion moved forward with Saraogi speaking on the human quotient again, but he chose to highlight how media was serving human needs. “This is the reason why we are seeing new mediums pick in the country as they are serving the needs that new audience has, which gets discerning and specific with the every passing day. An important point that be brought to the table was the need to make media relevant to audiences.”
TAM's LV Krishnan spoke on the medium he is the master of – television. He brought the concept that media houses were at present obsessed with – consumer engagement – back in the discussion. He pointed out that the shift and efforts to achieve consumer engagement was already underway by various media houses. He used research to point different mechanisms that were used for engagement.
The session marked the end of the India Brand Summit 2006 – one of the most successful events of the year under the Chairmanship of Sameer Nair, CEO, STAR Entertainment.