Back to school: HP, Canon, Epson shift their communication strategy from B2B to students

Printing technology has undergone a major shift, especially in the way printers are being positioned and marketed. Prominent brands in this space comprising of Epson, Canon and HP are no

Back to school: HP, Canon, Epson shift their communication strategy from B2B to students

In the last few years, the printing technology has undergone a major shift, especially in the way printers are being positioned and marketed. Prominent brands in this space comprising of Epson, Canon and HP are no longer talking to office-goers as their focus has shifted to school kids.

The new Epson ad, which is currently running on TV, showcases a kid talking through printouts in order to highlight that a single printout is even cheaper than her toffee. HP has been stressing that with the help of their printers; kids can shine and get good grades in their school projects. Canon has been positioning their printers among these young decision-makers and their chance of becoming super students.

You can watch the videos here:

Epson: 

HP: 

Canon: 

Elaborating on this shifting trend, Harish Bijoor, Brand Expert & Founder, Harish Bijoor Consults Inc said, “Kids are consumers, at times reckless consumers. Printing, school-work, creativity and learning are all adjunct categories. Kids carry assignments home and that requires a fair bit of printing. What crayons were for kids in the generation that grew up in the seventies, and what felt-tip pens were for kids in the generation of the eighties, printers are to the kids of today’s generation, and therefore, I think HP has it bang on”

Young decision makers take the centre stage...

A decade back, home computers were actually a very rare thing, but today it will be difficult to see an urban middle-class household without a computer.

Pranesh Misra, Chairman & Managing Director, Brandscapes Worldwide stated, “Schools are becoming increasingly tech-savvy and parents are also getting more competitive and are willing to invest a huge portion of their money in the education of their children. There is a huge opportunity for both laptops and tertiary businesses like printers to justify their investment in that sector. Also, printers are usually sold on the ‘loss-leadership’ formula, they are priced very low, and the real profit is in the ink and the ink cartridges. Therefore, here lies a huge opportunity to sell a product on the back of the whole thrust for education.”

Ramanujam Sridhar, Founder, CEO, Brand-Comm highlighted, “It has also become a trend in the metropolitan cities that schools have started assigning a lot of project based work. More and more parents are also getting involved in it. Like business schools, they are not accepting handwritten projects. Therefore, these kids form an important segment whose role is to influence their parents to buy. The printer companies are trying to shift their focus from B2B to the B2C space. They have outgrown the market in which they were functioning and are now trying to tap new customers. Also if parents want a print-out, they will get it from their respective offices, so ideally kids are the only ones who are working at home. Thus, they form the right target audience for the printer companies.”

Saurabh Uboweja, Founder, CEO & Chief Brand Strategist, Brands of Desire has an interesting take, “HP first launched a campaign in 2012 building on the insecurities of the parent's desire to see their kids secure top grades. They later kept building on it with new adaptations but the format remained similar--if you want top grades, use HP and by the way, we will be around if you need last minute print-outs in the midnight. Great consumer insight backed by research, resulted in profits for HP. Canon followed suit. But hey, wait a minute? What are they encouraging here- competition among kids by creating winners on who prints better? Wasting more and more paper, making use of toners which may not be fully bio-degradable?  The worst of all, when schools in India are finally beginning to wake up to skill based learning and life skills, they are supporting learning or the lack of it for grades? And all this on the back of an insight that builds on insecurities of children and parents. What happened to concepts like sustainability, community, social responsibility? I thought MNCs considered them important.''

Ad campaigns reflect the change...

Suresh Eriyat, Founder and Creative Director, Eeksaurus said, “For printer companies, office-goers and teenagers as a market has become saturated, they are therefore looking at a huge consumer segment comprising of school kids. Consumption in this category is quite high because schools today are demanding printouts and not handwritten projects. I feel that is the reason, we are seeing more number of communications which are talking to this segment of consumers.”

Prathap Suthan, Managing Partner and Chief Creative Officer, Bang in the Middle highlighted, “In most offices, printouts have become rare, they are exposed to the whole notion of eco-friendliness and the consciousness has seeped in, as a result of which the consumption has reduced on the industrial side. However, on the domestic side, be it the kids or the housewives, they are actually the ones who are using it. The kids take printouts to decorate their rooms or for their school projects, the housewives are either helping their children or are somehow using it to bring up their own skills. Therefore, for these printer companies, the home sector has become very important, which the ad campaigns have also started reflecting.

Amitava Mitra, Founder & Managing Director, Bee Advertising Private Limited cited, “The communication focus has shifted from business and commercial printers to home printers. This is the growing market and for commercial printers the focus is on the B2B market. However, the market everyone is targeting today is the home segment where the focus is on children and the activities they indulge in, which requires a lot of downloading, project work, visual referencing and printing etc. Such activities have created a huge demand for home printers and marketers are therefore focusing on this segment. So quality of the printing, richness and true to life colours and of course the price becomes a key reason for purchase, and therefore the communication focus areas.”

As per CMR research report 2015, HP (48% market share) is the leader in this segment, followed by Epson and Canon. Clearly the shift brought in by HP in the marketing strategy is now being followed by other players.

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Ogilvy Bangalore and UberAuto launch 'No Haggling, No Hassles’ campaign for Chennai market

UberAuto promises consumers faster pickups and convenient rides without "haggling or hassles".

UberAuto No Haggling No Hassles

Uber, the on-demand ridesharing company launched its latest campaign ‘No Haggling, No Hassles’ - encouraging people to avail UberAuto services in Chennai, India. UberAuto promises consumers faster pickups and convenient rides without "haggling or hassles".

Set against the backdrop of a dramatic courtroom scene, much like in some Tamil movies, the campaign captures the story of an accused waiting for his witness to arrive at his aid. Conceptualised by Ogilvy Bangalore, the campaign shows the name of the protagonist (witness), ‘Selvam’ echoed around the city dramatically. As unique characters ranging from policemen to politicians scream Selvam’s name in anticipation, we finally see Selvam haggling with a regular rickshaw driver for his ride. As the voice-over resolves Selvam’s conflict by introducing him to UberAuto, we see him happily arriving at the Court much to the relief of everyone.

The film ends with the most relieved of them all, the accused who is thankful that his witness has arrived on time.  

Speaking about the campaign, Sonal Dabral, Vice Chairman India and Chief Creative Officer South and S.E. Asia, Ogilvy added, “UberAuto has brought a dramatic change to the way our audience uses auto-rickshaws by bringing them never before convenience and peace of mind. It’s therefore fitting that we are introducing this epic service to our audience with an epic story full of humour, drama, and suspense. I’m sure that our audience will enjoy this campaign as much as we enjoyed creating it.”  

Commenting on this initiative, Saakshi Verma Menon, Head of Brand - Rides, India & South Asia said, "Uber’s vision is to build globally and live locally. UberAuto takes away the daily hassles of hailing an Auto by harnessing the power of technology. This campaign aims to connect with our communities, driver-partners, and riders in Chennai. Ogilvy South has been a great partner in bringing this creative idea to life in Chennai."  

Adding to this, Ram Moorthi, President, Ogilvy South said, “The flavour of the relationship between an autorickshaw and it’s rider is a uniquely local one. From  Ogilvy’s South office, we’ve used a South Indian flavour to help UberAuto convey its hassle-free message to its customers. Full credit to our client partners for going with our audience understanding while keeping us honest in terms of the Uber brand’s values.” As part of the campaign, Uber is also set to release Print, Outdoor, and Radio ads with the same message. The campaign went on air this week and is sure to strike a chord with the Chennai market.

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Purpose of brand Red Label is to make India more inclusive: Shiva Krishnamurthy

The Vice President, Tea & Foods, HUL, talks about Brook Bond’s latest ad film 'Old Friends' that addresses the veg-non-veg divide in India

by Noel Dsouza
Published - 5 hours ago
Shiva

Red Label, from HUL, has launched a series of social campaigns that aim at spreading the message of inclusivity and breaking age-old stereotypes. Over the years, the brand has touched on social issues that are kept in hushed tones with its Swad Apnepan Ka campaigns.

In 2014, they launched a campaign depicting a Muslim lady inviting a Hindu couple who had lost their house keys for tea. The commercial sent out a message for Hindu-Muslim unity. Their recent campaign, Old Friends, does not digress from this theme. The TVC brings to the forefront the issue of food preferences and the silent divide that still exists between vegetarians and non-vegetarians.

Talking about the thought behind the campaign, Shiva Krishnamurthy, Vice President, Tea & Foods, HUL, said the purpose is to make India more inclusive.

“We believe in confronting and challenging prejudices that come in the way of being more inclusive. Our latest TVC challenges one such prejudice in a light-hearted manner over a tasty cup of tea. We hope that people will love it as much as they have loved all the earlier commercials of our ongoing Swad Apnepan Ka campaign.”

The ad film, created by Ogilvy, features two aged friends having an encounter after a long time. The comrade, who is vegetarian visiting the non-veg friend, refuses to drink tea on the grounds of meat being cooked in his house. As the ad film progresses, it showcases the aroma of a warm cup of tea that diffuses the veg-non-veg difference between the two friends.

exchange4media caught up with Shiva Krishnamurthy, Vice President, Tea and Foods (HUL), to talk about the campaign in detail.

Edited excerpts of the interview:

What was the insight behind the campaign?

The insight that we got was that vegetarians are often reluctant to eat or drink from vessels that may have been used for non-vegetarian food.

How does this ad take forward your Swad Apnepan Ka campaign?

Brooke Bond Red Label’s Swad Apnepan Ka campaign is based on our firm belief that a tasty cup of tea can go a long way in dissipating tensions and can bring people together. Over the last five years, this now iconic campaign has touched upon various social tensions and has helped people question their prejudices that are often the reasons for these tensions. The vegetarian--non-vegetarian divide is a natural part of this series.

Has highlighting social causes in the communication helped the brand?

Brooke Bond Red Label has always touched upon various social issues in their ad campaigns. The brand's purpose is to help people find common ground over tea, thereby making India more inclusive. As part of living this purpose, we have touched upon various social tensions that come in the way of a more inclusive society. In the last five years that we have been on this journey, Brooke Bond Red Label has been showered with more brand love than ever before and has been rewarded with market leadership and now Brooke Bond Red Label is India’s No.1 tea brand.

Tell us about the media mix that you follow. 

Brooke Bond Red Label uses TV as its lead medium, but digital is the fastest growing. We also use outdoor and print.

Finally, what are the future plans for the brand?

Brooke Bond Red Label will continue to walk the talk on its purpose of making India more inclusive.

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Personal interface cannot be matched by face-time: Piyush Pandey at IAA World Congress

On Day 2 of the IAA World Congress in Kochi, Pandey, Worldwide CCO of Ogilvy, gave a new twist to the word sustainability in the world of advertising

by Neeta Nair
Published - 5 hours ago
Piyush Pandey

The closing session of Day 2 of the International Advertising Association (IAA) World Congress was addressed by Piyush Pandey, Worldwide CCO of Ogilvy who gave a new twist to the word sustainability in the world of advertising while speaking on ‘Brand Communication for social change’.

Pandey said, “Sustainability of human relationships and emotions are under threat in this digital world. Twenty years ago when I worked for a paint brand, I remember hearing - let’s make a three-bedroom house because my child needs privacy. Today, people want to keep open doors, open spaces because children are not talking with each other - they are glued to their gadgets. Human relations are not being expressed the way they should be.”

He goes on to ask if we are getting so caught up in the digital world that we have stopped caring about each other, adding that brands can make a social change, and also better human beings. He gave the example of two ads made by his agency - one for Google and the second for Amazon, proving the point that human relationships are permanent.

Pandey says, “Personal interface can never be matched by face-time. Companies like Google and Amazon are doing messaging which is beneficial to the society and the brand and there is immense value to this. I salute brands which think of helping society in some way through their ads."

Talking about the importance of relationships he gave a personal example, “I still remember one day I had gone to Jaipur and I saw there were two dals on the table and I asked my mother, why there were two. She said ‘the neighbor knows that you love their dal and they knew you were visiting, so they sent one'. Now that’s what needs to be passed on in everything that we do. That is what a brand like Brooke Bond Red Label has done through their ad - 'swaaad apnepan ka'. 

Signing off he says, “Sustainability of environment is about making life go on, but sustainability of relationships is about making people enjoy the journey of life.”

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Brands expected to take a stand on social issues: P&G's Marc Pritchard at IAA Congress

Pritchard, Chief Brand Officer, Procter & Gamble spoke about ‘Leading Disruption to Drive Growth’ at the ongoing IAA World Congress in Kochi

marc pritchard

Marc Pritchard, Chief Brand Officer, Procter & Gamble spoke about “Leading Disruption to Drive Growth” at the ongoing IAA World Congress in Kochi. 
 

He began with an interesting proposition of ‘What if the brand could be the force for good and the force for growth’. Pritchard also emphasised on living the brand’s purpose and not just talk about it. He underlined the need for brands to align themselves with a purpose. 
 

Pritchard spoke about the three major problems facing the business diaspora — Gender Equality, Sustainability and Technology. “Gender equality gaps are more pronounced for women with colour, the LGBT category and those with physical challenges. In the advertisement industry, 29 per cent of women are still inaccurately or negatively portrayed. People expect more from brands and they want the brand to take a stand on social issues. Nine out of 10 consumers want brands to live with their values; they want brands to take a stand.”
 

According to Pritchard, when it comes to sustainability there is a stark difference between what people say and do. He added that 67 per cent of the population talks about sustainability but only 30 per cent of them actually act on it. “Sustainable goals are good for the growth of the brands. Advertising affects our language and can improve the society by promoting gender equality. Brands are still portraying women inaccurately or negatively and we have to eliminate this stereotype to change attitudes and drive growth.”  
 

Pritchard also underlined that brands can help in driving sustainable behaviour by making products that could sensitise people about it. He also spoke about how P&G has been doing its bit.
 

“I urge to reduce, renew and recycle water, energy and waste. It will be nice if all brands can come together. My call to action for all brands is to join to achieve this,” Pritchard added.
 

In his address, Pritchard also spoke about how digital has impacted advertising. “Digital has changed the face of advertising. E-commerce is growing and new brands are bypassing media networks. The pervasive data, analytics and tech is changing everything. Things like block chain, AR, VR and AI are affecting all aspects of daily life. I would like to pivot and use tech to go beyond, reinvent and see if brands can use cutting edge tech to improve everyday life.”
 

He also highlighted the need for security and privacy in a market environment which driven by technology. “We have to be careful of unbridled growth and of tech security and privacy. We should unite as an industry and set the standard for ethical use of machine learning. My call for action is to put standard policies in place so that tech is used for good,” Pritchard concluded. 

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Martin Sorrell, Amitabh Bachchan, Sri Sri Ravi Shankar spoke at the IAA World Congress

Punit Goenka, President, IAA India opened the first session of the convention followed by Srinivasan Swamy, Chairman & World President of IAA Global introducing the theme ‘Brand Dharma’

IAA World congress

The 44th edition of the International Advertising Association World Congress took off in Kochi on Wednesday. A host of close to 40 speakers from around the world including the likes of Sir Martin Sorrell, innovation expert Tim Reid, Amitabh Bachchan, spiritual leader Sri Sri Ravi Shankar, Unilever CEO Paul Polman, Boston Consulting Group Chairman - Hans Paul Burkner, Skype co-creator - Jonas Kjellberg, Nandan Nilekan, Alibaba CEO - Chris Tung would grace the three day convention.

Punit Goenka, President at the India chapter of IAA opened the first session of the convention followed by Srinivasan Swamy, Chairman and World President of the International Advertising Association (IAA) Global who introduced the theme of the convention ‘Brand Dharma’ and discussed the journey of advertising and the need to protect freedom of commercial speech in the present times.

Goenka, in his opening address, stressed on the ‘Brand Dharma’ theme of the World Congress as the basic principle a brand should follow, to connect with its customers and society at large. He said “what matters at the end of the day is the deep connect a brand establishes with the audience and the language, dialects in which the brand speaks with the audience. Also, how purely and honestly does the brand believe in the culture and value system of the audience."

Advocating self-regulation in advertising, Swamy broke down the to-dos of IAA for the convention. “We at the IAA are constantly trying to update and upgrade according to the needs of the time. We are ready to provide professional development for people needing to update their knowledge. We are looking at nurturing exposing young talent to best in class curriculum that prepares them for tomorrow. We want to inspire people to take action on societal issues and solve business challenges and promote the relevance of advertising as the engine of economic growth,” said Swamy.

Elaborating on self-regulation Swamy said, “IAA would step in and promote the law makers more concrete proposals for self-regulation based on wider consultation in the industry. IAA would also present a case that the interest of the consumer is better served with certain safeguards on data piracy, rather than stringent regulations.”

However, it was actor Amitabh Bachchan, who stole the show with his presentation of the theme of the convention Brand Dharma in the inaugural session. “I am the face of close to 24 brands and while I cannot prevent them from existing in the market I do not advertise alcohol or tobacco-that is dharma for me. Dharma of a brand is to ideate, develop a vision, and formulate a policy and code of conduct and know that there are only two ways to go about-grow or perish. Existence of competition has acted in favour of the consumers because that has led to continual improvement of a product,” said Bachchan.

Expressing his joy about the growth of indigenous brands Bachchan explained his perspective on the brands he promotes. “When I say kuch din toh guzaro Gujarat mein or do boond zindagi ke, I don’t sell Gujarat or polio prevention dosage. The brand here is social justice. The product here performs what its label claim - that is the kind of brand dharma I believe in,” added Bachchan.

Engaging the convention attendees in a quick meditation session Sri Sri Ravi Shankar said the society is moving into a whole new era where people do not observe what they preach. “People making video games do not want their children to play it. But that shouldn’t be the case. The universal ethics to operate in the market is very simple to follow. What you do not want your vendors to do to you do not do it to your customers,” he said.

IAA is a globally-focused integrated advertising trade association with membership representing advertising agencies and the media. The IAA comprises corporate members, organizational members, educational affiliates, as well as 56 Chapters with individual members and young professionals from 76 countries including the top 10 economies in the world. lAA is 80 years’ old and is headquartered in New York.

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IPL: Why it's the season of acing the creativity game

Agency pros share what it takes to hit a creative sixer during the sporting extravaganza

by Noel Dsouza
Published - 5 hours ago
ipl collage

The Indian Premier League (IPL), since its inception, has been a platform for brands to showcase their creative side. It is the Super Bowl of India where brands can leverage a lot from the sporting event. 

In terms of advertising opportunities, Super Bowl has only a day whereas the IPL lasts for a month, giving brands the power to attract their target audience with catchy ads and incite brand recall. IPL also captures a pan-India audience and so the broadcasters are backed with heavy media spends by ad agencies and brands. 

During the last IPL, Star India earned around Rs 3,000 crore. Nearly Rs 1,800 crore is estimated to have come from television and digital advertising. Needless to say it’s the season for brands to push creative boundaries with their ad communication so that it hits the nail just right. 

Exchange4media spoke to ad agencies who worked on last year’s much talked-about IPL ad campaigns. 

Mullen Lowe Lintas, the creative agency that created the Swiggy ‘gulab jamun’ ad, not only captured the audience’s attention but there was a call to action from consumers as well. Sagar Kapoor, CCO, Lowe Lintas, said, “IPL is a massive opportunity for brands and a challenge for creative agencies to stand out in the flood of brands advertising at the same time. During IPL, the shorter ad format becomes a necessity and therefore combining creativity with brevity becomes challenging. IPL is incredible for the kind of content it generates from brands, teams and the audience themselves. This generation, known for using ‘ad-blockers’, actually looks forward to ads showcased during the IPL. It stands as the most exciting platform to showcase a brand’s communication. IPL is the Super Bowl of India and may grow to become perhaps more than that.”  

Such was the draw of the Swiggy ad that the brand witnessed a 25 per cent growth in orders during IPL and there was an over 10-fold increase in consumers doing a search on the platform to order gulab jamun. A case study has proven that if a story is told well, it’s sure to sell. 

Some ads interestingly encompass the spirit of the game in the creative communication. It is no cakewalk for a creative work to shine through IPL, said Agnello Dias, Chairman and Co-Founder of Taproot Dentsu India. “IPL is both a challenge and an opportunity for advertising in a creative way. The slots are limited and stories simply have to be told in 30 seconds or less. This brings out sharply honed, pinpoint communication strategies as anything more will result in a lesser impact. The truth is, if you can break through public consciousness in the IPL, you’ve got it made because practically the whole country is watching at the same time.”

One brand that has made its presence felt during IPL since its inception is Vodafone. Speaking about how hitting creative sixers has helped brand Vodafone and Ogilvy, Kiran Anthony, Creative Director, Ogilvy said, “Through Vodafone’s Zoozoos, the Zumi song, ‘Be Super’ and the ‘Asha-Bala’ campaigns, we have always focused on business tasks and managed to engage the customers in a memorable way. Due to the reach and visibility that IPL provides, these characters and series have been etched in the minds of the audience. Therefore, they are instantly attributed to Vodafone.”

Gayatri Sriram, Digital Creative Head, FCB Ulka says some of the more creative work can be seen coming out of not the official spenders, but the brands that choose to ambush their competitors. “Vodafone’s ‘unofficial sponsor of fans’ is a good example of this. For over a decade now, IPL has been the battleground for brands, marketers and advertisers to capitalise on the colossal reach. But that’s where the similarities end, in my opinion. If you have the money, IPL is seen as a safe way to achieve some numbers. We don’t look at the event as a playground of disruptive, standard setting ideas,” she said.

It isn’t a smooth sailing job to capture the audience’s attention in 30 seconds. The brands that do their best to send across their campaign’s message within that timeframe instil brand recall and call to action for the consumers. 

In 2018, ad campaigns did their best to leverage from the sporting extravaganza. Let’s see what happens during Vivo IPL 2019, which starts on March 23. Here’s hoping that the work we witness this year pushes the envelope for innovation and leaves viewers ‘clean-bowled’.

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ACC Cement and 82.5 Communications launch new 'Karein Kuch Kamaal' campaign

The campaign has taken a fun, fresh look at the category

ACC Karein Kuch Kamaal

ACC, the legendary cement brand, part of the Lafarge Holcim group, is ready to launch its new communication campaign. The campaign, which has legs across media, targets the individual home builder who plans to construct his own home.

Talking about the new campaign, Neeraj Akhoury, Managing Director & CEO, ACC Limited says, “We want to build a new ACC every day and add more cement to our 82 years of trust building. Home building is a celebration of a lifetime; a celebration of a home-builder’s achievements. Our message will resonate far beyond the intended audience and appeal to multiple generations”.

Piyush Pandey, Chief Creative Officer Worldwide, The Ogilvy Group shares his view on the campaign, “Cement is a low involvement category. Even though it is a key ingredient in the making of a building, it remains ‘invisible’ to the end user. I think the campaign created by 82.5 Communications overcomes this problem by helping the consumer to engage with the ACC brand in an interesting way.”

Ashish Prasad, Chief Marketing Officer & Head - New Products & Services said, "ACC as a brand, has always owned equity and trust in the market. Our brand philosophy is to inspire people to do extraordinary things. Our new campaign communicates that we will be keen partners on their journey towards “Karein Kuch Kamaal”. In this context, it is imperative to engage with a new generation of individual home builders."

The campaign, titled ‘Karein Kuch Kamaal’, has taken a fresh look at the category.

Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications said, “Building your own home is a dream come true. But sometimes consumers see the actual process of home building as a challenge. In the new ACC campaign, we have relooked at home-building as a beautiful and joyful process. We roped in international director Anders Forsman to bring a new aesthetic to cement and concrete and to give a magical touch to the portrayal of the construction process.”

“Through this campaign, ACC wants to share the euphoria of building a house with every Indian home builder. The men in red are the personification of this sentiment”, adds Mayur Varma, Executive Creative Director & Creative Head - Mumbai and Kolkata.

ACC 'Karein Kuch Kamaal' campaign

 

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Prem Shankar Jha to address 2019 OOH Conference and Neon Awards

Prem Shankar Jha, Deputy Commissioner of South Delhi Municipal Corporation (SDMC), will be one of the key speakers at the upcoming 9th edition of OOH Conference and Neon Awards

by Anjali Thakur
Published - 1 day ago
Prem Shankar Jha

Prem Shankar Jha, Deputy Commissioner of South Delhi Municipal Corporation (SDMC), will be one of the key speakers at the upcoming ninth edition of OOH Conference and Neon Awards. Jha will be speaking on the theme of ‘Significance of OOH in Urban Development’. The event will be held at the Leela Ambience, Gurugram on March 8, 2019.

In his role as Deputy Commissioner of SDMC, Jha heads the advertising department and has been playing an important role in ushering in a standard outdoor advertising policy in the zone under his jurisdiction. Along with various departments such as Remunerative Project Cell, Parking Cell as well as works as Officer on Special Duty, Engineering, under his leadership, SDMC has managed to increase its advertisement revenue.

An engineering graduate who is also an alumnus of IIM Lucknow, Jha has also worked with NTPIC and Indian railways. Among his various interests, he has also pursued freelance writing and is also a noted author with several books to his credit, including books on life skills, decision making, International Relations, and econometrics.

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DSP Mutual Fund launches father-son ‘Dramayana’ to remind consumers to save tax

The campaign has a series of irreverent and whacky videos that use a generous dollop of humor-laced drama to help showcase its tax saving product - DSP Tax Saver Fund

DSP

DSP Mutual Fund has launched a video campaign called ‘Dramayana’ - a series of irreverent and whacky videos that use a generous dollop of humor-laced drama to help showcase its tax saving product - DSP Tax Saver Fund

This series takes a look into the life and adventures of an angry old father brimming with rage. Appa is troubled by his son Arun in more ways than one. When all of Arun's problems can be solved simply by making some good decisions, why would he not get smarter and make Appa proud? This pandemoniacal series covers this madhouse father-son duo who can show people how to make their lives better.

Every year around January, salaried professionals start evaluating tax saving investment options under Section 80C of the Indian IT Act, 1961. Many financial brands start pushing their tax saving options to woo these customers. However, the constant hammering from across categories leaves the customer with mixed messages, or at best, variants of the same two messages- save tax and grow wealth. This makes it difficult for the viewer to judge what could work better for them. DSP therefore decided to stay away from the traditional routes of messaging for this product category and collaborated with 101 India to conceptualize ‘Dramayana’, a novel template that helps tell different stories easily, effortlessly, and very quickly.  

Talking about the campaign, Aditi Kothari, Director & Head - Sales, Marketing and e- Business, DSP Mutual Fund, says, “Our idea was to create a property which communicates our product and connects to the audience with humour. We have always been keen to make finance fun and our team has done something extremely creative to execute on that mandate and will continue to do so. When brands try to be too functional, it can come across as boring and repetitive to investors. But we chose a route which will hopefully be more memorable in the minds of tax savers! Who says mutual funds have to be boring?”

Abhik Sanyal, Head - Consumer Marketing, DSP Mutual Fund, says, “We kept it simple: Let’s try telling stories the way viewers would enjoy it more- mostly unbranded, organic and conversational. At a time when internet memes have taken over everyone’s timelines, quirkiness becomes a must to engage viewers. So instead of focusing only on pushing our product, we chose to have fun. In fact, our brief in bold was to not create typical BFSI ads! We had no formulaic scripts, invented a new language and built in our own hat tip to new-world irreverence. ‘Dramayana’ will also help supplement our out-of-home promotions for our tax saver fund, as part of our ‘Axe Your Tax’ campaign.”

Cyrus Oshidar, MD and CCO, 101India, adds , “Engaging storytelling has always been the core of all branded initiatives we undertake at 101. The challenge of taking a financial brand where the product is technical and weaving their communication with humour is what made this so much fun for us. It’s always nice to see brands use humour to get their message across and in my opinion the nature of the series could give it a long run across social media.”

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India is a country full of opportunities: Yannick Bolloré, Chairman & CEO, Havas Group

At the CEO Power Evening, hosted by BW Businessworld, Bolloré spoke about India's culture of innovation, the collaborative model of working and the need for agencies to recast content

by Ruhail Amin
Published - 2 days ago
Havas

At the recently held CEO Power Evening, hosted by BW Businessworld, Yannick Bolloré, Chairman & CEO, Havas Group spoke to Vani Gupta Dandia, Co-Founder and CEO, Benddit about India’s growing relevance for the group, the concept of collaboration through its village model and the need to re-imagine the agency structure in a fast changing world.
 

Asked about what excites him about the Indian market and what kind of potential he saw in terms of business here, Bolloré said, “India is a country full of opportunities and for us it is a very important place to invest. It is a country with a culture of innovation. India is also a country with the highest Facebook and WhatsApp users and has a great sporting culture like cricket, and when it comes to cinema it is the No. 1 movie producing country in the world. So for us we have no other option than to be present in this country.  We also have a mandate to take acquisition of three new companies. So we will multiply by three the number of Havas people in the coming months.” 

Bolloré also spoke about the village concept, a collaborative model which seeks to foster deeper engagement among agency teams and make agencies more agile and efficient.

“I took over as Havas CEO in August 2013. We were not as big as we are today, we were only 15,000 colleagues around the world at that time. There was also a complex agency structure with creative on one side, media on the other, digital and mobile on yet another side; everyone was working in silos and there was less team interaction. So I came up with a model that was more efficient, more agile and easy to work with, and it meant combining all the different people and integrating them. The results were amazing. Havas has had the best commercial performance in the entire industry.”
 

Everybody is trying to bring different agency functions under one roof and it has often become difficult for agencies to reinvent and become truly integrated. Responding to how this challenge can be addressed, Bolloré said, “In my experience, every situation is different. There is no magic wand and there is no secret formula, it requires lot of passion and a lot of pragmatism. I think creating a culture is very important and I think it’s very important to find creative ways of being financed.”

In an age where consumers are becoming more cynical about advertising, Bollore spoke about how agencies could recast content to make messaging more receptive. 
 

“The kind of content that is being produced today is huge. There is a recent report which states that 40 million hours of content is uploaded on YouTube and other social media platforms every day.  So there are two ways of looking at it: one as a challenge where it is leading to saturation. But I see this new paradigm and this new reality as a great opportunity.”
 

“We understand consumers better than any other industry in the world and this deep knowledge about consumers and content gives us an opportunity to produce engaging content. So I see this over-fragmented media world as a big opportunity and I look at the future of our industry with great excitement,” Bolloré added.


Responding to a question about data-led insights and human creativity, and the interplay between the two, Bolloré said, “Before we arrive at the stage of creativity, we go through the stage of strategy. So to have a great creative idea, there has to be a good strategy in place and to put this strategy together you have to use data. We are investing in data and research, and data is key to our job. When we advise clients there is lot of data behind that.”

Speaking about Vivendi (the parent company of Universal Music Group and Canal Plus Group which has almost 95 per cent per cent stake in Havas) and how he sees music working for Havas, Bollore said, “We are the world leaders in the music industry. In India, if you move away from the movie industry, we are the No. 1. It is very interesting to note what happened to the music industry. Remember in 1999-2000 when Steve Jobs invented iPhone, piracy had started. From 2000 to 2016, there was decline in revenues and loss of 50 per cent of the value of the music industry. What is interesting is that during those years, at Vivendi we still believed that music had a future.”
 

“Together with Havas we are doing many things because advertising and music are both part of culture and entertainment. I think the future of advertising lies with the entertainment industry,” Bolloré concluded.

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