Why data should be a boardroom priority: Neeraj Pratap Sangani, Hansa Cequity

Guest Column: Chief Business Officer, Hansa Cequity says we’re on the cusp of a revolutionary change in the way we do business & data is the flag bearer of this revolution

e4m by Neeraj Pratap Sangani
Published: Oct 31, 2018 7:48 AM  | 5 min read
neeraj pratap sangani

The world of business is so dynamic today. Volatility is the new norm. Companies that can navigate with more intelligence in volatile markets are also the ones that are able to create shareholder value. Most of the top 10 valued companies in the Dow Jones Index did not exist 30 years ago. Five of the six companies are data driven - Apple, Alphabet, Microsoft, Amazon, Berkshire Hathaway, Facebook. One of the original unicorns GE no longer figures in the Index. Times, they are a changing and so are business imperatives.

The conventional Boardroom used to deal with issues of – corporate strategy, financial health, operations performance, risk management, future growth and expansion plans. All this leading to the cornerstone of every business – generating shareholder value. The Boardroom of today is grappling with a new set of issues – 

  1. A dynamic and always changing business environment.
  2. Complex set of decisions to be made in real time.
  3. A plethora of new technology and data streams complicating matters.
  4. Too much focus on internal data or transaction data restricting the ability to think outside the box.
  5. New Disruptive data driven models by competitors leading to an existential crisis.

Data is no longer a ‘broad’ agenda to be paid lip service to. It must now become a ‘board’ agenda. Data-driven decision making is getting more and more ubiquitous. Every two days we create as much data as we did from the beginning of 2003. By 2025 the amount of data available will grow to 163 zettabytes a 10x increase in 10 years. By 2025, connected users are expected to be 75 per cent of the world’s population. Real time data will increase at 150 per cent the rate of overall data creation. There is not one business that has not been affected by data – finance, retail, manufacturing, medicine, media, automobiles, telecom, energy, etc. This data-quake should shake up the most resilient Boardrooms!

How do Boards and organisations ensure that data becomes an asset, drives productivity, ensure seamless operations and create new business models? We’re on the cusp of a revolutionary change in the way we do business and data is the flag bearer of this revolution.  

According to a study by the International Institute of Analytics, businesses using data will see an additional surplus of $430 billion in productivity benefits by 2020 over organisations who are not using data. The International Data Corporation forecasts that over the next 3-5 years companies will have to commit to a data driven transformation on a gigantic scale including fundamental cultural and operational changes.

So how does one enable a data driven Boardroom? Organisations need to understand that data drives business value. Boardrooms that view data as a strategic asset will survive and thrive. Today every business needs an organization-wide data strategy not a siloed strategy. The key questions that need data driven answers are – 

  • How does our strategy increase revenues? 
  • How do we price our products and services to maximise value?  
  • How do we enhance customer experience to create a competitive advantage? 
  • What new products and services will we launch to stay relevant? 
  • How do we reduce costs and optimize efficiencies? 
  • How do I use external data to drive faster growth?
  • How do I forecast sales more accurately?
  • How do we protect our data? 

The Boardroom now needs to take charge of a data driven transformation leading to accelerated business growth. It needs to ensure that data investments lead to business outcomes.  The Boardroom needs to shape the data driven organisation of tomorrow. It must guide a change management plan that includes -

  • A thought through business context-based data driven strategy that leads to solving complex problems in real time. For example, at the pharmaceutical giant GlaxoSmithKline (GSK), being data driven means dramatically reducing the new drug development cycle from eight years to one year using analytics and computer simulations. Imagine the value such a development can generate.  Organisations and Boards can pick on a few such initiatives and pilot projects that lead to business outcomes and have the potential to dramatically alter their fortunes. 
  • A digital transformation strategy that pushes fundamental imperatives like automation, business efficiencies, data compatibility, technology compatibility, include different solutions like IoT, Machine Learning, Augmented Reality, Analytics models leveraging data assets to create a sustainable and differentiated business model. Boards should facilitate a transformation/innovation budget and create Data Innovations Labs to test multiple such initiatives.
  • Creation of a Data Advisory Council to drive competitive advantage, create new revenue streams, measure impact of initiatives taken. In short, sweat the data assets to propel growth and generate shareholder value.

These can be some of the foundation blocks that the Boardroom can initiate for a strong data-driven strategy. It is certainly not an easy ask but boardrooms will have to embrace this new reality and respond with agility to stay relevant and stay in business. It’s high time that data becomes a Boardroom priority.

(The author is the Chief Business Officer at Hansa Cequity)

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.
 

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Del Monte ropes in chef Vikas Khanna to promote its Mayonnaise & Ketchup range

Khanna stars in Del Monte’s latest communication campaign – Made by Chefs, Loved by all

By exchange4media Staff | Feb 6, 2023 12:00 PM   |   2 min read

del monte

Del Monte ropes in chef Vikas Khanna to promote its Mayonnaise & Ketchup range

 

Khanna stars in Del Monte’s latest communication campaign – Made by Chefs, Loved by all

Del Monte, a brand in the ketchup & sauces space, has tied up with Michelin Star awarded chef and MasterChef India judge Vikas Khanna to promote their mayo & ketchup range. Vikas stars in Del Monte’s latest communication campaign – Made by Chefs, Loved by all- for its mayonnaise range.

Speaking about this partnership, Del Monte India CEO Mahesh Kanchan said "We are delighted to have Chef Vikas Khanna partner with us on our culinary portfolio of Mayonnaise, Ketchup & Sauces. I say this not only because Vikas is one of the most respected and reputed chefs globally , but also because he is extremely careful about the brands he chooses to work with. For us it is a match made in heaven with him endorsing one of India’s top quality food brands.

We believe his association will help increase our awareness amongst consumers and encourage them to choose from the best mayonnaise range available in the market and help us eventually be the first choice in terms of a mayonnaise brand.”

Vikas Khanna, who is delighted to be a part of this campaign said "Del Monte is an international brand, well known for the quality of its products and I am glad to be associated with it. As a chef, while we make our own mayonnaise in our restaurant, I have to say that Del Monte makes a fantastic eggless mayo and amongst all their delicious mayo variants that I have tried, Achari Mayo is my personal favourite.”

‘I am impressed with the quality of Del Monte’s products and they are at par with international standards’, Vikas added.

Del Monte’s mayonnaise range includes Achari Mayo, Roasted Garlic Mayo, Sandwich Spread, Mint Mayo, Tandoori Mayo, Eggless Mayo and comes in easy to use, wide mouth jars. These can be consumed with different food items like Dosa, Samosa, Paranthas etc.

 

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Our campaign tagline and idea is unique: Kellogg

The cereal brand has responded to plagiarism allegations regarding the EatFit that the “Kuchh Kar Dikhane Ki Bhook” campaign

By exchange4media Staff | Feb 4, 2023 12:08 PM   |   2 min read

kellogg

Kellogg has responded to allegations made by EatFit that the cereal brand has lifted its advertisement “Kuchh Kar Dikhane Ki Bhook” launched for the ICC World Cup last November.

In its response to the issue, Kellogg said, “We would like to clarify that  ‘Kuch Kar Dikhane ki Bhookh' is a summary of our campaign idea and our tagline, brought alive both as a Super and Voice Over in our advertisement. The core message of our communication, 'Pet bhara hoga tabhi toh bhookh lagegi' is that 'only when your child's stomach is full will they be hungry to do more' and therefore, it makes this context unique. This was developed internally by our creative agency (O&M) and researched by us many months before it was aired on television.

Like many other ads, the phrase is a colloquial term used widely and hence, we chose to go with this to deliver our message. ‘Kuch Kar Dikhane Ki Bhookh’ is a commonly used term and lacks exclusivity to any campaign. It cannot be called proprietary material unless the same is protected under the Indian legal context.

As a responsible marketer, we and our creative partner, Ogilvy & Mather, did our due diligence before releasing this expression. In terms of completeness, a trademark search conducted before the launch of the campaign did not reveal any applications or registrations, otherwise.”

Kellogg has also categorically and unequivocally denied all allegations of plagiarism / copying / reuse of the tag line in reference to our ongoing multi-media campaign. “We are confident and proud of the team, which worked on this campaign and we believe in the originality of the idea and the strength of the creative expression.”

https://www.exchange4media.com/advertising-news/kelloggs-vs-eatfit-asci-approached-over-similarities-in-ads-125154.html

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Love is in the air but you don’t have to breathe it: 5 Star ad tells us why

Cadbury 5 Star introduces the ‘Mush Detector’ with a campaign by Ogilvy India

By exchange4media Staff | Feb 4, 2023 9:03 AM   |   2 min read

5 Star

Cadbury 5 Star has launched yet another unique campaign to help singles navigate through the “love-sick zones and dodge gushy couples”. As part of this year’s #DoNothing proposition, the brand has introduced a Mush Detector Web App, helping free birds ‘Do Nothing’ in peace.

Nitin Saini, Vice President - Marketing, Mondelez India: “Speaking directly to the nation’s youth, Cadbury 5 Star with the perfect balance of quirk and wit has consistently conveyed relatable stories. Creating yet another engaging narrative for Gen Z, our latest edition of Valentine’s Day campaign stands for all those who do not celebrate Valentine’s Day and will help them steer clear of any mush, anywhere. With a resounding response to last year’s Valentine’s Day campaign, we are confident that this year’s efforts will resonate equally well with our consumers.”

Sukesh Kumar Nayak, Chief Creative Officer, Ogilvy India: “Valentine’s Day has become an annual event for Cadbury 5 Star to leverage and land its 'Do Nothing' counterculture attitude. This year we have conceived and built a zany, dynamic web app, the 5 Star Mush Detector - which helps people detect and avoid mush around them with a real-time map using various data points like nearby florists, gift shops, movie theatres, restaurants, etc. What makes it even more irreverent, is that the data is also triangulated with chocolate sales to deduce mush. The more lovey-dovey an area, the redder it appears on the map. The app also assists users find mush-free spots, where they can escape to 'Do nothing'. To make it further engaging, friendly folks can help us in populating the real-time map during Valentine’s week, by reporting mushy places to avoid."

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Piramal Realty’s film with Rahul Dravid talks about importance of one’s home

The campaign is titled #HOMEisFOREVER

By exchange4media Staff | Feb 5, 2023 10:00 AM   |   2 min read

Piramal Realty

Piramal Realty, the real estate arm of the Piramal Group, has unveiled its latest corporate campaign, "#HOMEisFOREVER," starring Rahul Dravid, former captain, Indian cricket team.

“The company has augmented its campaign by offering a limited-time opportunity for its customers to purchase fully furnished designer residences. Additionally, Piramal Realty is offering a new fixed home loan rate of 6.85% on all residential projects in the Mumbai Metropolitan Region. This offer is a substantial reduction from the current market rate of 8.5% to 9.0%, which will assist in reducing the impact of rising interest rates and providing our customers with added financial security,” the company said.

The campaign #HOMEisFOREVER emphasises on the importance of home in one’s life. No matter what you achieve in life, at the end of the day you come back to your home and family for ultimate comfort.

"We are elated to present this exclusive home loan offer to our valued customers," said Gaurav Sawhney, CEO of Piramal Realty. "The "Interest Rate Lock" initiative seeks to provide our home buyers with interest rate stability and the most competitive rates in over a decade for the next 18 months. Our objective is to make homeownership more attainable and cost-effective, and this offer is a step in that direction."

He further added, "When it comes to buying a home, it's not just about acquiring a property, it's about investing in a quality lifestyle. We are committed to delivering excellence in terms of quality, value, and lifestyle in every aspect of our developments. Buying a fully furnished apartment is a smart choice for those looking for a hassle-free and move-in ready experience. Our fully furnished apartments provide a complete living experience that is not only practical but also luxurious. Our objective is to consistently deliver an unparalleled living experience to our valued customers.”

 

 

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Britannia’s ad for Pure Magic Chocolush explores the bliss of living in the moment

The quirky ad has been conceptualised by The Womb

By exchange4media Staff | Feb 4, 2023 8:42 AM   |   3 min read

Pure Magic Chocolush

Britannia’s choco-filled cookie brand Pure Magic Chocolush has launched its latest campaign ‘Live This Moment’. The new campaign showcases Pure Magic Chocolush in its all-new avatar wherein we see an enlightened man teaching his followers to experience the gooey choco filling and the crunch of Pure Magic Chocolush. The TVC brings alive the true characteristics of the cookie- loaded with 38% choco inside. Pure Magic Chocolush has been introduced with new-age premium packaging by Britannia.

Talking on the launch, Amit Doshi, Chief Marketing Officer, Britannia Industries Limited said, “On Pure Magic, we sought to express the key product attribute of the abundant gooey choco centre wrapped in a crunchy cookie. We came to realise that people don’t consume Pure Magic, but Pure Magic consumes people. And that led us to our idea of forgetting the past and not worrying about the future but rather ’live this moment’. With a brand-new product experience and a powerful brand idea that builds desire for Pure Magic, while distinctly distinguishing itself from the competition, we hope it touches the right taste buds of the choco-loving consumers.”

Amit added, “The premium indulgence category of biscuits is growing faster than the overall biscuits category. Given these changing consumer preferences and market dynamics, we wanted a strategic firm like The Womb to be associated with us. They have the right balance of strategic and creative capabilities to create compelling communication for growth.”

Kawal Shoor, Co-Founder, The Womb said, “It's a privilege to work with a legacy company like Britannia and on brands like Bourbon, Pure Magic, and Treat with Amit and the entire team. The premium indulgence category of biscuits is one of the most closely contested categories. The new competition has emerged; however, Britannia was and will remain the OG."

On Pure Magic, we looked at expressing a core product truth of abundant gooey chocolate center, encased in a crunchy cookie through a cultural insight. Through our research we realized that people don’t consume Pure Magic, but in turn, Pure Magic consumes people. It is so indulgent and gooey that you cannot do anything else but focus on it and relish it. And when you so focus on something, you live in the present. The future and the past dissipate from consciousness. This helped us arrive at our big idea of a cookie so involving that it takes your mind off everything else and makes you ‘live this moment’.”

Suyash Khabya, Creative Head The Womb said, “The brief allowed us, the creatives, to be indulgent, just like the product. So we cracked the idea of an enlightened man professing the product truth, but in his own quirky way. He will now be dispelling the message of ‘Live This Moment’ and through him, Pure Magic will have a point of view on various topics...no gyan but a funny take. Apart from the TVC, there's a whole lot of digital videos, topical stuff and a solid 360 campaign overall. On this, the client team at Britannia is letting us have a cookie of a time!”

The 360-degree campaign will be led by television and digital platforms, including YouTube and social, as well as print.

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Khachak khuchak chod do, says Tide’s latest film

The film features comedian Kiku Sharda

By exchange4media Staff | Feb 4, 2023 8:57 AM   |   2 min read

Tide

Detergent brand Tide has unveiled a ‘laundry music video’ khachak khuchak chod do’ video featuring comedian Kiku Sharda. 

"The word ‘Khachak Khuchak' is the sound of arduous scrubbing that consumers have to do when washing clothes by hand. Indian families spend up to 300 hours^ every year hand-washing clothes. With Tide detergent, consumers can save up to 40% of the time spent doing laundry. Tide removes tough stains like gravy, oil and mud easily without any scrubbing and is asking consumers to say goodbye to khachak khuchak in this new video,” the brand said.

The video has Kiku Sharda grooving to the lyrics and a hook step that says goodbye to scrubbing to remove tough stains like oil, gravy, and dirt from clothes and welcomes ‘khachak khuchak’-free new year with the Tide range of detergents. Through this cult-music video, Tide continues to connect with consumers across India by innovating new trends. The video has been launched across Tide’s social media channels including YouTube, Instagram, and Facebook.

Sharat Verma, Chief Marketing Officer, P&G India and Vice President and Fabric Care Head for P&G Indian subcontinent said, “Tide is known for its quirky and fun advertising which is in sync with pop culture. Our messaging is focused on Tide’s core benefit of whiteness and stain removal while adding a bit of humour to the, sometimes, mundane chore of laundry. Taking this further, Tide has launched the music video ‘Khachak Khuchak’ which uses the sound of scrubbing to bring to life Tide Double Power’s benefit of outstanding stain removal and whiteness without scrubbing.”

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EatFit vs Kellogg’s: ASCI approached over ad 'plagiarism'

EatFit claims that Kellogg's lifted its “Kuchh Kar Dikhane Ki Bhook” campaign launched for the ICC world cup last November and used the same tagline in the latter’s campaign

By Kanchan Srivastava | Feb 3, 2023 1:40 PM   |   2 min read

Kelloggs Eatfit

EatFit, a homegrown health food platform, on Thursday, approached the Advertising Standard Council of India (ASCI) alleging that global cereal brand Kellogg’s has lifted its advertisement “Kuchh Kar Dikhane Ki Bhook” launched for the ICC world cup last November and used the same tagline in the latter’s campaign. 

ASCI CEO and Secretary General Manisha Kapoor confirmed the development and said that the self-regulatory body will initiate a probe as per its process. “We received the complaint yesterday. It will be duly investigated as per our process,” Kapoor told e4m. 

Kellogg’s and Ogilvy's responses to EatFit’s allegations are awaited. The copy will be updated when the global brand and the agency respond. 

EatFit claims that it launched the campaign with the same name during the ICC Men’s international T20 World Cup 2022. This campaign was also aired on ‘Shark Tank’ India, where EatFit was a sponsor of both the show and the cricket tournament.

EatFit TVC, Nov 2022

Kellogg’s TVC against which EatFit has moved ASCI 

Without naming the global brand, Ankit Nagori, Founder, Curefoods, says, “Plagiarism in advertising is not acceptable. It is unethical and takes away the value of art, hard work, and creativity of the brand in creating the original idea. Our campaign 'Kuch Kar Dikhane ki Bhook' was conceptualized by an individual artist. We're extremely disappointed to see a global brand reuse the exact same concept and tagline, without doing their due diligence.”

Urging the brand to take down this campaign, Nagori added, “India needs to safeguard the efforts of individual artists and push back on blatant plagiarism. Let's come together to support originality, the value of creativity and give recognition where it's due."

Meanwhile, Kellog's release a new film with Milind Soman as part of the campaign.


  

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