In the future, the communication industry will be shaped by technology, creativity and innovation. Understanding the consumer- technology interface is one of the core strengths of Dentsu in Japan. If we combine this understanding with the creativity and innovation of Taproot, we could create the agency of the future.
Social media is still growing rapidly in India and Facebook and Twitter are the growth drivers. In India, my hope is to start getting into content development and content sharing. In India, people are not creating enough user-generated content because we aren’t giving people the right opportunity to engage. It will be fun to see how this takes off and changes the way people interact and engage in a country that is so focused on TVCs.
Digital is no more an option today, it is a way of life. The balance of power is slowly shifting from traditional media to an engagement model. Mobile will further accentuate this. India’s large youth segment is certainly impacting a media-mix rethink. The switchover for clients is not easy. This is a very dynamic space and we have made huge investments in it, both in terms of strategy and design. You can look forward to some major announcements soon.
People even in the remotest parts of the country are using e-commerce to make bill payments like airline tickets and shop online. The number of e-commerce transactions is growing two to three times that of face-to-face transactions. Internet is here to stay, it is everywhere and is creating a new mindset. Visa looks to empower this – our motto is ‘Visa everywhere you want to be’ and with the internet, there’s no place on this planet now where you can’t use a Visa card.
Films today have become boring and predictable, unlike those of the olden times. The art of storytelling is distorted. If in a 30-second commercial you can’t surprise people, can’t make them smile or sad, you might as well not do it. If you are only doing it for the money, then why do it?
I think digitisation is a most welcome development… The consumer will gain by way of choice, broadcasters will gain by more capacity, the government gains by way of taxes and in the long term, cable operators will gain, otherwise they would have lost out to DTH anyway. So, digitisation is a win-win situation for everyone.
We are an aberration for a new agency. And I hope the media won’t put us in the same pond as some minnows. We want to be India’s first transcontinental agency that takes Indian clients to global markets, and the first agency that opens the bustling Indian market to unaligned global brands. And we want to be India’s first global agency.
The main focus is to strengthen the existing brand digitally. If newspapers were the source of conversation in the past, today social media is the source of conversation. If you look at the newspaper, the way news flows and the approach is different and, therefore, the way a digital product will be constructed will be different. I reckon there will be a lot of digital initiatives.
Digitisation allows you to segment even more, because up until now, the critical mass that we needed as a channel was being denied to us because of analog distribution, where there was only space for 100-odd channels. With digitisation and space for 500-600 or as many channels as you want, you can finally have segmented channels which appeal to very small audience segments, but still those audience segments ascribe a very good value to that channel and are willing to pay money to acquire that channel and view it.
We are aware that the clients’ expectations are changing. Keeping this in mind, we need to diversify into new media offerings and allied services… The future does belong to the digital world and the pioneers in this field today will be the rulers of tomorrow. Triton has set in motion a quiet internal revolution and will soon be ready to make our presence felt either with home grown talent or through an M&A.
We have travelled a long distance in the last 26 years. The confidence in ASCI among the public and the government has been enhanced substantially. It has been very good. Plus, in the last year we have achieved a lot. We have introduced the National Advertising Monitoring Service (NAMS), which looks at all new ads appearing in the country in print and TV.
Digital is an integral part of everything that we do, and has been for a while. If you produce a great TV spot, but don’t bother to design the next step of the interaction (and it’s increasingly likely to be a digital interaction), then that’s a huge waste of everybody’s time and money.
RoI can also be return on Ideas or Inspiration or Insight. We believe that we lead people to trust our products due to which they spend their money on our products. Therefore, it is our responsibility, as marketers, to utilise consumers’ money properly by initiating marketing activities that engage our consumers for longevity of the brand
Our marketing strategy has been the same; there has been no shift in our marketing strategy. The culture in our company is that we stay on brands, we are not chasing ratings for ratings’ sake. So, the viewer has no surprises; if the viewer comes to us and is expecting something, he will get that. We have loyalty among viewers and we have grown in rating and we managed to establish ourselves.
One needs to structure an agency based on advertisers’ needs. We can’t tell our client that we will give you only creative because we are a creative boutique after knowing that his need is one-stop solution for his marketing or business problem. It’s like selling a golf club without a putter.
We don’t want to be a television news channel which gives news of its own interest and delivers news of what others are doing it. Fresh news in a neutral form and delivering it in an unbiased way is in itself a niche way. We try to look at every aspect of the news and get into the minds of the people.
<p align=justify>Relationships don’t get built over cocktails, they get built over work. Every employee in JWT Delhi has an attitude of doing the best for their client. So there is a commitment, purity of purpose, intent which is not coming from a short term goal. Our clients have appreciated our work and we are proud of that. We will continue to win and lose campaigns – it’s part of the business. But we will continue to be on the growth trajectory and do better than other agencies. </p>
The advertising business is starved of creative talent. The younger generation, fresh out of B-Schools, wants to actualise fast. One should come to advertising to accept it as an intellectual challenge and not for money. I would say, ‘Come to advertising if you have the talent’.
<p align=justify>India TV is at the take-off stage as far as other projects are concerned. We have infrastructure in place from where we can start six channels. We are expanding into new media and are exploring possibilities in training and research. We are ready for execution of our plans and are waiting for the cable digitisation process to get underway. </p>
<p align=justify>Social media has given a way to Intel to humanize our brand. When you are a technology company, it is very difficult to have a persona to connect with people emotionally. Social has opened doors for us to put that human face on something that hasn’t been so tangible.</p>