Guest Column: Grey Areas in Digital India: Sakhhi Chhabra

Digital media has taken the world by storm, upending the world of traditional marketing. This requires 21st-century marketers to become savvy about a broad range of digital marketing options writes Sakhhi Chhabra, Research Scholar, MDI, Gurgaon.

e4m by Sakhhi Chhabra
Published: Feb 10, 2016 8:10 AM  | 5 min read
Guest Column: Grey Areas in Digital India: Sakhhi Chhabra

Digital media has taken the world by storm, upending the world of traditional marketing. This requires 21st-century marketers to become savvy about a broad range of digital marketing options writes Sakhhi Chhabra, Research Scholar, MDI, Gurgaon.

With initiatives like ‘Digital India’ led by the Modi Government and incessant meetings of the Prime Minister Narendra Modi with tech giants (Amazon’s Jeff Bezos, Facebook’s Mark Zuckerberg and Microsoft’s Satya Nadella), it is easy to conclude  that India is not left behind in the digital revolution.

As in all fields, in marketing too, the digital media has taken the world by storm, upending the world of traditional marketing. This requires 21st-century marketers to become savvy about a broad range of digital marketing options that can include anything from SEO to social media to mobile.

Digital influence...

Driven by cheaper mobile handsets and the spread of wireless data networks, the number of Internet users in India is expected to nearly triple within 5 years, i.e. 125 million in 2011 to 330 million in 2016. The differentiator about digital marketing is that unlike traditional marketing it is far more tractable. It allows marketers to determine business performance easily by compressing data in a dashboard form. The ability of marketers to gather, monitor, and measure increasingly large numbers of data points provides the ability to minutely monitor market needs and actions. But on the other side, there’s much to understand and much to keep track of as given in article below.

Contrary to the idea that the digitally influenced segment comprises young affluent city dwellers, the internet population consists of consumers who have spent greater number of years online. Thus it is the digital age which matters. Users in smaller cities (tier 2, 3 and 4 cities) report high internet usage (34%). Long time myths about online shopping related with deals or discounts stand exposed given that most online users are driven by convenience (37%) and variety (29%) rather than discount which drive 30% of online purchases. Online traffic is mainly driven by search engines (40%) and not social media (25%) as given in a report of the Boston Consulting Group.  

Indian market is significantly different in digital habits

Even though, none of the e-commerce portals is making profits right now given their huge logistics costs, the valuations of many local companies like Flipkart and Snapdeal are growing due to global investors clamoring for a pie of the booming e-commerce in India. But the obscuring fact is that although Internet’s influence on buying decisions is growing rapidly, online purchases are just a small portion of commercial activity today. People tend to go online, delve into pre-purchase research but make actual purchase offline and then post reviews and comments online - primarily on social media. Online activities such as product research and price comparisons are shaping the preferences of Indian consumers, affecting what they buy and why. Actual purchases are not happening due to lack of trust and security issues plus well entrenched behaviors that take time to change. Post-purchase online engagement has a long way to evolve.

Indian market is significantly different in digital habits mainly because of the following reasons. Mobile internet activity in India is enormous. 346 million Indian mobile users have subscribed to data packages, with more than half of all internet users in the country accessing the web via their mobile phone. With emerging 4G networks, e-commerce shall penetrate even more rapidly. Email and information seeking remain the strongest reasons for people to go online. Not all category products are sold easily in India and they differ in online popularity. Although categories such as computers, mobile phones, air travel have high levels of digital influence, other goods such as cosmetics and consumer goods have very low levels of digital influence.

Product categories that don’t require physical delivery like insurance, DTH and satellite TV subscription takes off faster online. The reason for this category dynamics is the presence of cheap unbranded local suppliers. More than 40% Indians share their negative reviews on the products that they have bought; very few share their positive reviews. As to the preferred mode of payment for online purchases, credit cardholders and non credit cardholders alike prefer to pay cash. Most importantly, due to security issues e-payments are penetrating slowly. The cash on delivery concept as well as third-party wallets are expected to grow.

Case for omnipresence....

Professional marketers, feel that marketing has changed more in the past two years than in the last five decades. Marketers are not confident in their digital marketing abilities; they learn these skills on the job and have no formal training. The evolution of the Internet, social media, and mobile devices is constantly changing the way service providers market to and engage with their audiences. Companies should vigilantly integrate digital strategies into their mainstream marketing and branding activities.

 They can use any online channel to reach consumers: corporate websites, online communities, social media, internet search, online videos and display advertising. It is for omnipresence in the ecommerce era (which combines both online and offline) as online activities drive offline behavior and is driven by offline environment too.

It is the right time for companies to have mobile apps for customizing their marketing activities and connecting with their customers more closely than ever before. Thus, listening to the consumers, creating a sense of community and building loyalty are critical. Smart marketers keep on top of the scale of change and ensure their marketing strategies and touch-points mirror where the consumer is spending their time. It is high time that marketers of every breed should fall in line and go online!

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In Swaraj Tractors’ new film, MS Dhoni talks about his love for farming

Dhoni’s strong connection with the farming community and understanding of the agricultural sector makes this partnership perfect, said the company

By exchange4media Staff | Jun 4, 2023 10:00 AM   |   1 min read

Swaraj Tractor

Mahendra Singh Dhoni (MS Dhoni) will now officially endorse Swaraj Tractors. 

His association with Swaraj Tractors will reinforce the brand’s commitment to provide innovative and reliable mechanisation solutions to farmers in India, said the company.

“MS Dhoni’s strong connection with the farming community and understanding of the agricultural sector makes this partnership perfect for the brand Swaraj. The announcement was made today, during the grand launch of Swaraj's highly anticipated range of Compact lightweight tractors, the "Swaraj Target," they said. 

MS Dhoni, commented, “Coming from a small town, farming is not far from our day-to-day life. I always found it fascinating. When I started spending more time at my farm during the pandemic, I realised we need farm mechanisation to save time and we need a powerful tractor to do the job. This led me to choose Swaraj and I am extremely happy with the product and now to be formally associated with it.”  

Rajesh Jejurikar, Executive Director & CEO Auto and Farm Sector at M&M Ltd., “We are delighted that someone like Dhoni who is into farming and is already using a Swaraj tractor in his farm, has decided to endorse the brand. We strongly believe that his endorsement will motivate young and progressive farmers towards adopting farm mechanisation.”

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Vedantu & dentsu creative India launch ‘The Everything Book’

The campaign aims to bridge the education gap in rural India

By exchange4media Staff | Jun 3, 2023 9:25 AM   |   3 min read

dentsu creative

Vedantu in partnership with DENTSU CREATIVE India has launched a campaign to address the absence of reliable connectivity that hampers the access for not only to online learning platforms but also to skilled teachers and valuable courses.

 

To address this challenge, Vedantu, in partnership with DENTSU CREATIVE India, has developed a patented network aggregator device nestled in a beautifully illustrated book titled, ‘The Everything Book’.

 

The device aims to bridge the connectivity gap by providing high-speed internet access to the most remote and disconnected parts of India. The goal is to provide children in these areas with a fair opportunity to access the education they rightfully deserve.

 

In an era where smartphones have reached even the remotest villages, the challenge of reliable connectivity still persists. This game-changing device operates as a portable network signal aggregator, capable of consolidating multiple data blocks from weak 2G mobile networks. By combining these fragments, it generates a strong ‘hyperspot’ that offers high-speed internet connectivity equivalent to 4G networks.

 

The concept of ‘everything’ represents the boundless nature of online learning. Additionally, the incorporation of a book element serves as a symbolic representation of the core purpose of this endeavour. Within the book, readers will find four inspirational stories, accompanied by captivating illustrations that depict the cultural heritage of the country. By employing various art styles, the aim is to create a sense of relatability and familiarity, encouraging more children to explore its contents. The book is an extraordinary amalgamation of art forms from across India. For the first time, the diverse styles of Avadhi, Rajput, Madhubani, Sikkimese Thangka, Pichwai, Chitrakathi, Kerala Mural, and Kalamkari have been united, showcasing the vibrant artistic traditions of the nation.

 

Pulkit Jain, Co-founder, Vedantu said, “We want to bring quality education to every child in the country, but without the internet, you cannot stream online courses. Children of rural India have so much potential which we’re losing out on because of a lack of supporting infrastructure. We worked with DENTSU CREATIVE to bring the idea ‘Everything Book’ alive to make sure quality learning reaches as many children as it could in our country.”


Aalap Desai, Chief Creative Officer, Creative Experience, West, DENTSU CREATIVE India added, “The Everything Book has the potential to democratise education in the country. It is simple to use, is portable, and can be easily held and moved around letting children who don’t even have a proper classroom to sit in, let alone proper books and resources, to study connect to the internet and stream the latest syllabus and learn from the best teachers at Vedantu.”

 

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MsChief unveils new brand film that empowers women to #ClaimYourPleasure

The film urges women in India to challenge the status quo

By exchange4media Staff | Jun 1, 2023 4:58 PM   |   1 min read

TTK healthcare

MsChief, TTK Healthcare’s sexual pleasure brand for women, has unveiled its all-new brand film, a poignant and unique take on the sexual pleasure landscape in India, specially when it comes to female pleasure. 

The new brand film traces the journey of five women from different walks of life who challenge the norm and shatter everyday stereotypes through their choices. At the beginning of the film, we see these empowered women breaking down walls when it comes to pay parity, dressing what is considered appropriate, getting married before the age of 25 and pursuing their careers after marriage. Mirroring society as it stands today, these women go beyond stereotypical gender norms. Claiming their identities and space, the women are finally faced with a wall that is often overlooked- the Pleasure Gap.

On the launch of the brand film, Vishal Vyas, AVP Marketing, TTK Healthcare comments, “MsChief rejects the idea that women should settle for diminished or muted pleasure. Today, women are forging ahead with milestones in all industries and fields, have broken barriers in terms of pay parity and education, but the pleasure gap is something which needs to be addressed equally openly. MsChief empowers women to claim their pleasure with their range of products, and the brand film reflects that.

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Springwel ropes in Boman Irani for new campaign

The series of ad films will talk about the effects of sleeplessness in daily life

By exchange4media Staff | Jun 1, 2023 2:29 PM   |   3 min read

Springwel

Springwel Mattresses has launched a new ad campaign #DhangSeSoyaHotaTohYeNaHota, featuring Boman Irani by introducing multiple innovations in products like Pure Ortho balance, Tru Comfort and Tru Love.

The three films starring Irani highlight how lack of proper sleep leads to absent-mindedness, embarrassment, and errors in the smallest of tasks. ‘Dhang se soya hota, toh ye na hota’, the catchphrase remarked by Boman Irani in the films, captures the brand messaging light-heartedly. The three films talk to three unique consumer cohorts and address their specific sleeping needs.

Sharing his thoughts on the association and the brand campaign, Ankit Kapoor, CMO and Operating Partner, Ananta Capital, said, “Springwel is constantly innovating and extending the technology prowess in the mattress industry of our country. This campaign highlights the need for proper sleep, and Mr. Irani’s portrayal as the central character adds credibility to the unique features that Springwel’s new innovations. We are delighted to collaborate with him and are confident that the consumers can relate to the daily nuances we project through each of our films. With that, we aim to play our part in solving the problem of lack of proper sleep in our country.”

Expressing his concern towards the rising cases of sleep deprivation in the country, Boman Irani said, “Through this campaign, I would urge people to consider the importance of good sleep and the role of the right mattress in addressing sleeping issues. I am thrilled to be part of this initiative, thought over so well, innovated and door-delivered by Springwel. Technologies like cleantech protection and pure orthopaedic benefits will ensure better & deep sleep for every Springwel consumer.”

Commenting on the same, Ashish Kharwatkar, Executive Creative Director, Enormous said, “Enhancing the quality of your sleep is paramount for overall well-being, and Springwel has embraced cutting-edge technological advancements to achieve that. Through relatable situations depicting the consequences of sleep deprivation, we've crafted an entertaining and lighthearted message of ‘Dhang ki neend’ - The perfect sleep, expertly delivered by the affable and iconic Actor, Mr. Boman Irani."

Sharing his thoughts on the association & the brand campaign, Ankit Kapoor, CMO and Operating Partner, Ananta Capital, said, “Springwel is constantly innovating and extending the technology prowess in the mattress industry of our country. This campaign highlights the need for proper sleep, and Mr. Irani’s portrayal as the central character adds credibility to this message. We are delighted to collaborate with him and are confident that the consumers can relate to each of these situations in the three films. With that, we hope we can make the consumer conscious of the role our mattress innovations can play in getting them good sleep."

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Creativeland Studio acquires London-based Creators Inc

The deal value exceeds UK £3 million

By exchange4media Staff | Jun 1, 2023 1:19 PM   |   3 min read

creativeland

Today, on its 16th anniversary, CLAN announced Creativeland Studio's acquisition of London-based Creators Inc – in a total deal value exceeding UK £3 million (three million pounds) to solidify its entry into international long and short content production and the expansion of CLAN's global footprint aligned to its vision of building a global creative super ecosystem.

Further, Creativeland Asia Network (CLAN) has launched Creativeland Studios to focus on the growth of its long and short-format cinema and tv content offering – focussing on creating, producing and distributing high-end films, documentaries, television series and audio content. 

With this acquisition, Creativeland Studios has consolidated ten active slates, including two titles in production and now will have over 50 titles in its pipeline. 

Creators Inc. is a unique long and short format production house with a roster of directors that includes Oscar, Emmy & BAFTA-winning directors such as Guy Ritchie, Cary Joji Fukunaga, Sarah Gavron, Philip Barantini, Colin Tilley, Mark Osborne and many others. 

Creators Inc., founded and led by Jani Guest, brings together award-winning industry specialists from advertising, film and television. Creators Inc. use various synergies across these industries to position themselves worldwide at the top of the production market across all formats. 

On the back of this acquisition – Creativeland Asia Network has begun its successful foray into CLA’s creative, technology, marketing & media services ecosystem to the global market.

Sajan Raj Kurup's vision for Creativeland Studios is to provide a platform for filmmakers and creators to express their vision and bring their ideas and unique stories to viewers. The acquisition of Creators Inc is a significant step in achieving that vision. With this new global acquisition – the possibilities are endless, and CLAN is ready to take on the entertainment world.

Sajan Raj Kurup, Founder & Chairman of CLAN, said, “At Creativeland Asia – we are on a passionate journey to create a formidable creative infrastructure for the new world where media, technology, creativity and humanity will come together to curate a more entertained life. The core strategic insight for this acquisition is to build on our ability to bring brands, content and talent together – through a consolidated platform. Today, more than ever before, we recognise that content plays a pivotal role in keeping us connected, informed and entertained.”

Jani Guest, Founder & CEO of Creators Inc, said, “Creators Inc. places its incredible directorial talent at the heart of the company. The partnership with Raj and CLA allows us to accelerate the development and production of stories - created by our talent - to entertain, move, and impact positive change. I could not have wished for a better partner as we move forward to achieve our shared visions and goals.”

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Sociowash renews digital mandate with multiple brands under Viacom18

The agency’s Mumbai team will amplify the YME cluster's social media presence across digital channels

By exchange4media Staff | Jun 1, 2023 1:17 PM   |   1 min read

Viacom18

Sociowash has renewed its digital mandate with Viacom18’s Youth, Music, and English Entertainment (YME) cluster.

They have been associated with the agency since January 2022 and have continued their partnership to upscale their strategies for the subsequent tenure. Sociowash will manage their social media strategy, campaign management, influencer marketing, and shoot management under this association.

YME cluster includes responsibilities for MTV Beats, Vh1, Colors Infinity, Comedy Central, KaanPhod, and Fully Faltoo. Sociowash, with its competence in digital and creative marketing, will manage its social media strategies, including 23 of its Instagram, Facebook, Twitter, and YouTube pages. The efficiency of its workforce will also concentrate on Analytics and reporting for its campaigns.

Speaking on the association, Raghav Bagai, Co-Founder of Sociowash, said, “The continuation of our journey speaks volumes of how successful the partnership has been in making them divergent from their competitors. The Sociowash team aspires to accomplish exceptional work and get recognised by winning numerous industry awards to maintain the soaring/high standards set in the past. We look forward to strengthening our association and making it more fruitful by helping the brands achieve their goals.”

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ITC Nimyle celebrates the ‘joy of clean floors’

The campaign has been conceptualized by Ogilvy

By exchange4media Staff | Jun 3, 2023 9:25 AM   |   2 min read

ITC

The floor is a child’s first playground. From crawling to taking their first steps, to creating memories as they grow, floors have been a comfort zone for all kids. While parents take steps to create a safe environment for kids, ITC Nimyle celebrates the joy and satisfaction of clean floors that can be a happy safe space for kids, with their newly launched campaign film with ‘Nimyle Farsh hai, Khushiyon Ka Farsh’.

Conceptualized by Ogilvy, the endearing film highlights the fact that children spend an ample amount of time indulging in activities on floors.
Commenting on the campaign, Sameer Satpathy, Chief Executive, Personal Care Products Business Division, ITC Limited said, “Floors are often playgrounds for many, especially for children. The expression of unbridled enthusiasm, happiness and energy is more often on floors in a protected home environment. To keep floors clean and safe is extremely important and Nimyle with the power of neem enables clean and hygienic floors for all.”

Kainaz Karmakar and Harshad Rajadhyaksha, CCOs, Ogilvy India, said, “The floor beneath our feet is such a taken-for-granted space, which usually finds mention in this category of advertising only functionally. With Nimyle, being natural at root and warm as a brand, we laddered up this functionality of the safety of our clean floors, to the emotionality of what those clean, safe floors mean, especially for childhoods to flourish on them. For such a sweet idea, we are so happy with the way our film director, Afshan, has brought out this correlation between clean, safe floors being a part of healthy, wholesome childhoods.”

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