It is said that India is a nation of shopkeepers. According to the Confederation of All India Traders, there are around 50 million kirana stores and some 220 million people are dependent on them for their livelihood.
Mom-and-pop store owners will continue to represent a huge section of the population in the coming years as well. Branding in and around kirana stores is something that can be labelled as the oldest form of marketing exercise in India. Even today, brands across various categories prefer to be seen interesting around these shops.
Shopper marketing is the newest breed of marketing science that has developed in the West and is proving to be the most powerful methodology in retail branding. While shopper marketing is a relatively new concept in India, industry experts believe it will soon become the dominant concept for in-store selling.
This sector has got a further boost with the Government of India allowing 51 per cent FDI (Foreign Direct Investment) in multi-brand retail sector. A few conditions, such as a minimum investment of $100 million and a required FIPB (Foreign Investment Promotion Board) nod have been introduced, but the decision overall is expected to open up the economy, especially retail, in a big way.
Keeping this positive political and marketing emergence in mind, the OOH Advertising Awards 2013, an exchange4media Group inisitaive, will be honouring innovative use of an indoor media in a point of purchase environment.
Also, for the first time an advisory board has been set up that has OOH industry leaders, who will share views on the processes of the property. Additionally, a conference will be held with the theme ‘M3 Media Marketing Monitoring’, wherein media and marketing experts will discuss how the industry can prepare and combat during uncertain economies. Topics such as can outdoor be centrestage for media, what checkpoints are needed to grab the spotlight, are brands content with the array of outdoor solutions, identifying lacunae and addressing the gaps, OOH media monitoring and measurement, integrating measurement and monitoring with brand salience, and so on, will be discussed.
The Conference and Awards will take place on March 22, 2013 at the Leela Kempinski in Gurgaon.
The Awards will be judged by eminent marketing experts. Harit Nagpal, Managing Director and CEO, Tata Sky is Jury Chairperson this year. The other members on the jury panel are Abhra Rajib Banerjee, Executive Business Head, Century Plyboards; Alok Bharadwaj, Executive Vice President, Canon India; Amitesh Rao, Director Brand and Media, MTS India; Bharat Dhuppar, CMO, Omkar Realtors and Developers; Karan Kumar, Marketing Manager, Education and Stationery Products Business (ESPB), ITC; Madhumita Dutta, Chief Marketing, Pantaloons, Planet Sports and Converse; Nalin Kapoor, Senior GM and Group Head – Marketing, Hyundai Motor India; Pratik Mazumder, CMO, Yatra; Pravin Kulkarnii, GM – Marketing, Parle Products; Rajiv Kumar Vij, Managing Director and CEO, Carzonrent India; Rafiq Gangjee, VP, Marketing and Communications, Yashraj Films; Shaswati Saradar, Director General, MRUC; Shubhodip Pal, Chief Marketing Officer, Micromax; Sudeep Narayan, Marketing and PR Director, Volvo Auto India; and Renuka Jaypal National Head Brand and Media at Aircel.