E4mConclave South: Talking the ‘Purpose’ language

The umbrella theme for the South Conclave this year was ‘Making Brands Purposeful’

exchange4media News Service 02-December-2017

The first-ever exchange4media Conclave South, the regional version of the flagship event by the Group, was held in Bengaluru on December 1, 2017 at Royal Orchid Hotel. The umbrella theme for the South Conclave this year was ‘Making Brands Purposeful’.

The theme for the first power-packed panel was Talking the ‘Purpose’ language where the panellists spoke about ‘A good purpose must be communicated aptly to the right target audience, through effective tool such as content marketing and the likes...Some do’s and don’ts’
The first session began with the moderator, Mohit Joshi, MD of Havas Media Group India, mentioning a key point of a report saying, “74% of the brands will disappear tomorrow and the consumers won’t even bother.” The panellists included Amit Gupta, CEO of Asianet News Media & Entertainment, Meera Iyer, Marketing Head of Big Basket, Narayan Raja, Director & Senior VP – Sales & Marketing of Toyota Kirloskar, Suparna Mitra, CMO of Titan (Watches & Accessories Division) and Vineet Sehgal, CMO of Quikr and Pallavi Chopra, Head of Marketing at RedBus.in.
Chopra, Head Marketing at RedBus, which is a service led platform, began discussing about the topic saying, “We are a service brand. And for us purposeful marketing becomes extremely important. Ratings and reviews is the sort of content that help us throughout in our branding. It plays a major role in our marketing.”
Being the only representative from a media brand, Gupta spoke about the report that Joshi mentioned, saying, “We belong to the 26% who will not just vanish and be forgotten since we are a conglomerate. A Republic or a Kannada Prabha cannot be forgotten just like that.” Speaking about the role content plays in a brand, he said, “Content is communication. Communication is content. This content has to resonate among the consumers.”
Raja of Toyota Kirloskar, said, “In India, we have the highest death rates in the world. So we as an automobile brand must be really careful and purposeful in our branding. The purpose must be meaningful.”
Mitra spoke about the dont’s when it comes to a brand’s purposeful communication. She said, “Brand communication shouldn’t be all about advertising. Consumers watch advertisements and forget about the ad and the brand later on. Beyond marketing, brands need to find a genuine purpose. Content is not only about communication. When purpose is good then advertising content doesn’t have to be done. For me, I think Tata is a brand that is doing a purposeful branding.”
Meera Iyer of Big Basket spoke about her perspective of content as she said, “There are different stages in a brand’s lifecycle. For me, on one end there is focussing on retaining the existing consumers and on the other there is exploring and getting new customers on board. The content to approach both these consumers is different. And I haven’t been able to do justice to both the sides. I think Amul has done a great job in this.”
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LG Air Purifiers partners with Laqshya Media for outdoor campaign

The campaign, carried out at Delhi and Bangalore Airports, commenced on October 1, 2018.

exchange4media News Service 36 minutes ago

Laqshya

Laqshya Media has bagged the prestigious mandate of conceptualising and executing the outdoor branding campaign for LG Air Purifiers. The campaign, carried out at Delhi and Bangalore Airports, commenced on October 1, 2018.

According to the agency, the main aim was to attract multiple audiences who travel via flights during this festive season.

Laqshya Media installs over 312 digital screens at all terminals of Delhi. The LG Air Purifier commercial was displayed in the digital screens where the commercial used 1/3rd of the space whereas the rest of the space is utilized to display Live Air Quality Index (AQI). Laqshya’s scope of work also comprised displaying the product placement and branding in premium plaza lounges; out of which 2 of them were displayed in Bangalore and 4 of it in Delhi. The product is strategically displayed at the food joints and near smoking rooms at Delhi Airports which includes 9 units at Terminal3.

Commenting on the campaign, Amarjeet Singh Hudda, COO, Laqshya Solutions, the agency arm of Laqshya Media Group, said, “It’s an immense opportunity to manage and execute the outdoor branding campaign for LG Air Purifier. The brief was well-defined, and it definitely helped us understand the brand, which helped in building outdoor branding communications for LG Air Purifier. The campaign attained high visibility for the brand and attracted lakhs of throngs in and around airports at Delhi and Bangalore. The team seamlessly worked hard and dedicated round the hours to deliver the best for this campaign.”

Youngnam Roh, Director Home Appliances & Air Conditioners- LG Electronics India, said "Health and hygiene are key concerns of consumers and they are looking for solutions to improve the same. Air quality has been of pressing concern for consumers, based on this insight we have developed the latest LG air purifiers, with PM 1.0 Sensor. This distinctive feature purifies even super-ultra dust particles from the air.”

“We wanted to create an experiential marketing platform and Laqshya media has always shown great expertise in outdoor marketing with their campaigns. We wanted to create an eye-catching installation and believed that Laqshya will fit the bill perfectly. The installation of the air filter by Laqshya Media Group, at Delhi and Bengaluru international airports has now become one of the biggest indicators and has given us an opportunity to celebrate our brand with our customers,” Roh said.

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Media ACE 2018: GroupM wins the coveted ‘Network of the Year’ award

Ashish Bhasin, Chairman and CEO - South Asia of Dentsu Aegis Network was awarded the 'Network Head of the Year'

exchange4media News Service 47 minutes ago

GroupM Media ACE 2018

At the fourth edition of Media ACE Awards, GroupM took home the coveted ‘Network of the Year’ award.

Commenting on the win, Prasanth Kumar, CEO Mindshare South Asia, Africa and MENA, said, "I want to thank the jury for awarding us the Best Agency of the Year and Media Agency Network of the Year. It’s truly a fabulous day for us and we are very humbled that the jury and everybody recognises that a lot of effort has been put together to get the best of clients and partners. It's a big moment for all the people in GroupM, Mindshare, and all the winners."

The category award was judged based on the parent network and collaborator that played a pivotal role in development and enhancement of its reputation in the industry, by providing holistic marketing and communication assistance like content creation, digital advertising, proprietary tool development and other essentials. The winner was selected as per the Jury’s discretion.

GroupM has won this award for two consecutive years now. 

The awards held on October 16 showcased award-winning work for the period July 2017 to Aug 2018. Media ACE recognises Indian Media Agencies for their contribution to the industry and the professionals behind the growth of these agencies. 
 

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Media ACE 2018: It's been an amazing journey: Ashish Bhasin

Dentsu Aegis Network’s Ashish Bhasin bagged the ‘Network Head of the Year’ award

exchange4media News Service 2 hours ago

ashish bhasin mediaace

The e4m Media ACE Awards initiative recognizes Indian Media Agencies and their People for their work and their contribution to the Industry. The recently concluded fourth Edition of Media ACE Awards showcased award-winning work for the period July 2017 to August 2018 and people who played a significant part in shaping the media landscape in India.

In the ‘People Awards’ category, Dentsu Aegis Network’s Ashish Bhasin bagged the ‘Network Head of the Year’ award. This award is for the Head of a Parent network who has contributed critically towards delivering premium service, stimulating growth of the organization and enhancing the industry at large.

While receiving the award on stage, Bhasin said, “First of all, I would like to give thanks to the jury, Nawal (Ahuja) and Anurag (Batra) for this honour. It's been an amazing journey. It started with 45 people to 3500 now.”

Speaking on the win, Bhasin later said, "It's an honor and privilege to be selected as the Network Head of the Year and the credit of all this goes to the fantastic network of the 3500 professionals that I lead. I want to thank the jury and everyone for selecting me."

 

 

 

 

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BARC Week 40: Lizol takes the spot in Top 10 Brands

In the Top 10 Advertisers list only Amazon.in forayed at third spot; there was no other e-commerce portal apart from them

exchange4media News Service 9 hours ago

BARC

In the list of BARC Top 10 Brands for Week 40 (September 29-October 5), Lizol reclaimed to the top with 14,023 insertions.
Santoor Sandal and Turmeric and Amazon moved up to second and third spot with 13,431 and 12,819 insertions respectively.

Flipkart again made an entry at fourth spot with 11,094 insertions. Trivago and Mahindra Marazzo slipped to fifth and sixth spot with 10,579 and 9560 insertions. Honda Activa 125 and Total Hi-Perf entered at the seventh and eighth spot with 9414 and 8856 insertions respectively.  

Dettol Toilet Soaps entered the category at ninth spot with 8803 insertions, whereas Dept of Women and Child Development slipped to tenth spot with 8795 insertions.

In the same week, in BARC Top 10 Advertisers list, FMCG brands Hindustan Lever and Reckitt Benckiser continued to lead at the top two spots with 1,17,018 and 1,11,113 insertions, respectively.

Amazon Online India and Procter and Gamble India climbed to third and fourth spot with 34,028 and 31,392 insertions, respectively. Wipro, SBS Biotech and Brooke Bond Lipton India entered the category at fifth, sixth and seventh spot with 23,607, 21,504 and 18,901 insertions respectively.

Cadburys India slipped to eighth spot with 18,715 insertions. Colgate Palmolive India and Ponds India are other few brands which forayed at ninth and tenth spot with 16,790 and 16,770 insertions respectively.

 

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We are looking at a turnover of Rs 500 crore in the next six years: Jiggy George, Mojostar

Jiggy George, MD, Mojostar, shares some insights about the performance-wear market and how Mojostar is looking at the category

Ruhail Amin 8 hours ago

JiggyGeorgeMojostar

Mojostar is fast emerging as one of the leading performance merchandising brands in the country. According to Euromonitor, the total size of the performance wear market is Rs 44,000 crore and India presents a big opportunity for the segment.

With celebrities such as Tiger Shroff and Jacqueline Fernandez on board, Mojostar is already on its way to leverage the immense opportunity that this market offers.

In an interview with exchange4media, Jiggy George, Managing Director, Mojostar, shares some insights about the performance-wear market and how Mojostar is looking at the category.

Would it be right to call Mojostar a celebrity-driven brand?

I don't believe we are a celebrity brand. How we approach the business is little different. Our objective is not to take a celebrity and build a brand with them; it is to look at white spaces. We look at opportunities that exist which are untapped, for example, most performance wear brands in this country are just focused on men.  And, if they serve women, it’s a very pinkish, ‘skimpish’ strategy-- that if I make it for men, I make it smaller for women. 

Once we identify the white space or gap, then only do we look at the roster of stars which most authentically drive that promise.

What is the size of the performance wear market and what kind of market share are you looking at in the next few years?

The entire performance-wear space is a Rs 44,000 crore market, according to Euromonitor, growing at a rate of 20 per cent and the top players are just 10 per cent of the market. So there is massive headroom for more brands. We are looking at a turnover of Rs 500 crore in the next six years. 

You already have Tiger Shroff and Jacqueline Fernandez on board, by having celebrities on your side, does it make brand building easier?

We are very aware of the fact that if you only look at the celebrity and not care about your product, this is not going to be long-term at all. The biggest advantage of having a celebrity on your side while building a new brand is that you tap into their huge fan following, this phenomenon is particularly popular in the west, for example, what  Kayne West has done with Adidas and what Michael Jordan has done with Nike is commendable. So it is a model that works. Jacqueline and Tiger are both partners in the business and they both hold equity in the business, so it is their brand as much as ours.

What are some of the biggest hurdles for the performance wear category in India?

Building brands is a long, hard process overall. In our case, we look at the world of retail through a media and entertainment lens, primarily because we have been a lot in the media and entertainment business. At this moment, the challenges in this category continue to be the retail spaces and distribution. Right now we are exclusively available on Amazon and we have our own websites which have a very decent reach, almost 45 per cent of the traffic that comes to our website is organic.  In the coming time, our big focus will be on our offline presence and we would like to opt for an omnichannel approach when it comes to market strategy. 

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iProspect India adds KFC India to its kitty

iProspect India has bagged the SEO, paid media and digital business for KFC India, and will be handled from the agency’s Delhi office

exchange4media News Service 1 day ago

KFC India iProspect

Digital performance agency from Dentsu Aegis Network, iProspect India, has bagged the SEO, paid media and digital business for KFC India. The American fast food restaurant chain’s account will be handled from the agency’s Delhi office.

Commenting on the win, Rubeena Singh, CEO, iProspect India said, “The growth in diversity of the client sectors in our portfolio is always welcomed. We are pleased to partner KFC in their growth journey.”

On the association, Moksh Chopra, CMO, KFC India said, “Our partnership with iProspect comes at an opportune time as we increase our focus on digital performance marketing. We are confident that our brand marketing strategies, coupled with iProspect’s expertise, will yield great results for KFC India. We look forward to a fruitful association with them.”

Founded in 1997, iProspect India is a part of the Dentsu Aegis Network. It offers brands an entire spectrum of result-oriented digital marketing strategies. 

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Indian Women's Press Corps issues a joint statement on MJ Akbar

In a Press statement issued by Press Club of India on behalf of journalist organisations, the Minister of State for External Affairs, MJ Akbar, has been asked to step down and face the probe

exchange4media News Service 1 day ago

Me too

In the wake of the #MeToo movement and raising deep concerns over the overwhelming complaints of sexual harassment in the media industry, Indian journalist organisations have demanded an impartial investigation into such issues. In a Press statement issued by Press Club of India on behalf of journalist organisations have asked the Minister of State for External Affairs, MJ Akbar, to step down and face the probe.

Akbar, a former newspaper editor, has been accused by more than a dozen women journalists of sexual harassment. He issued a stern defence of himself through a statement and called them “false, baseless and wild allegations”. He went a step further, and filed a defamation case against Priya Ramani, the first journalist to have spoken up against him. The minister's lawyers mentioned that the posts of Ramani were written with a 'sole ulterior motive of maligning the reputation and political standing of the Complainant, in furtherance of her own vested interests and underlying agenda'.

Many victims and activists expressed shock and disappointment at Akbar’s actions, while multiple journalist organisations issued a statement against the minister’s comments.

Here is the full text of the statement issued by the Press Club of India:

We the undersigned journalist organisations have been deeply concerned over the overwhelming complaints of sexual harassment in the media. We recognize that sexual harassment at the workplace is a worrisome reality and that media organisations and managements have been unable to put the systems in place which would have ordinarily addressed complaints of sexual harassment.

We are also deeply disappointed at the statement issued by Mr M J Akbar, Minister of State in the Ministry of External Affairs. Wherein he has threatened legal action against all those who have alleged they were harassed by him. Mr. Akbar is a senior functionary of the government and his response should reflect the responsibility that is thus bestowed on him. There can be no dispute about the need for an impartial probe into all the complaints without fear of threat or intimidation to the complainants - and this acquires particular significance if one of the accused is an influential minister in the government. In the interests of a fair probe, moral and public propriety, it would only be appropriate that the minister step down from his post till such time as the inquiry is completed. We are disappointed that Mr. Akbar did not choose to take this step instead of threatening the complainants with legal action.

An impartial probe should be conducted into all the complaints without fear of threat or intimidation to the complainants more so as the accused party is an influential minister in the present government. We also feel that in the interests of a fair probe, moral and public propriety, it is only proper and appropriate that the minister step down from his post till as such time the probe is completed.

Sexual harassment at the workplace is a pervasive phenomenon. It has continued with impunity despite the enactment of a tough law to prevent, prohibit and redress it, the inability of women to speak out about such harassment needs serious introspection and redress. We hope that employers in media organisations and the government will look into this with the seriousness it deserves and not treat the incidents as motivated complaints.   

- Indian Women's Press Corps, South Asian Women in Media, Press Association, Press Club of India


In a recent development, Bodhisatwa Dasgupta, Creative Head, Happy mcgarrybowen is now facing allegations of sexual harassment during his stint at JWT. A statement released by Dentsu Aegis Network said -

"Over the weekend, certain incidents have been brought to our notice involving an employee of Happy, which alleged to have occurred during his tenure with his previous employer. We have already initiated an enquiry to verify the same with his previous employer.

Dentsu Aegis Network does not and WILL NOT accept anything but professional behaviour at our workplaces and follows a Code of Conduct that sets a high standard of behaviour we expect of our people. We have a zero tolerance policy towards any kind of harassment at our workplaces and any such incidents that are brought to our attention will be investigated and necessary action will be taken in line with our company policy."

Following the investigation, Dasgupta posted on his Twitter handle:

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IKEA unveils a series of films to mark its presence in India

Every film has one main hero – an IKEA product itself, and well it is this hero that does all the talking

exchange4media News Service 1 day ago

IKEA

The IKEA store launch in Hitec City, Hyderabad, has been one of the most talked about launches in recent times. A much-anticipated event, the store launch was preceded by the brand’s first ever communication for the Indian market, created by Dentsu Impact – the creative agency from the Dentsu Aegis Network.

The launch also saw some interesting on-ground activations that got people talking. One may think that such a high impact launch would be followed by a period of quiet from the brand. But not so in the case of IKEA. The brand has now released a series of new films on TV and digital to bring to life some hero products from the brand.

Every film has one main hero – an IKEA product itself, and well it is this hero that does all the talking. The treatment is a completely fresh one and the films are nothing like a typical product-centric ad you may imagine. The films are all a part of a series and the team promises we will see something fresh in every film, with a different product playing a different character.

Speaking about the films, Ulf Smedberg, Country Marketing Manager, IKEA India said, “We at IKEA saw the need early on to find an emotional connection with consumers and their future relationship with our range. In order to de-dramatize and make parts of our range more attractive, inspiring yet even human, we created our new communication campaign which we internally call “Talking products”. In this series of short films, we let some iconic products speak and express their personality, in a fun and engaging way. The reaction has so far been very positive, with people finding them to be surprising yet distinctively IKEA.”

Megha Jain Sadhwani, Senior Vice President, Dentsu Impact adds, “The reason why IKEA is the world’s most loved Swedish home furnishing brand is its products, they are the heroes that make this brand what it is. The intent behind this series of films is to introduce these heroes to the Indian audience in a typical IKEA style - simple & playful, and what better way to do this than to let the products do the talking themselves, literally!”

Amish Sabharwal, Creative Head, Dentsu Impact Bangalore spoke about the creative concept behind these films and said, "IKEA is known for great creative formats across the globe. This is our India attempt to add to that stellar reservoir. The products of IKEA are so intuitive, practical and magical that they deserve to be stars of every commercial, who needs celebrities?! That's what we did. Each object has their own character, their own quirk, their own voice and they are unlike any other object you get in the market. The idea is to get the audience to enjoy the storytelling and the magic of each product."

Krittika Chakraborty, Planning Head, Dentsu Impact Bangalore explained the strategic intent behind the films. “These films exemplify the IKEA brand tonality which is so well-recognized and loved the world over. And the slight edge and playfulness of their execution ensure their suitability to the digital medium, making them the kind of content people want to engage with.” The films have been released on TV in Hyderabad and are available on the IKEA Facebook page.

See the videos here:

Drawer - https://www.facebook.com/IKEAIndia/videos/2143481869252289/

Book Shelf - https://www.facebook.com/IKEAIndia/videos/2011877352446061/

Tertial Lamp - https://www.facebook.com/IKEAIndia/videos/2217158988297714/

Chair - https://www.facebook.com/IKEAIndia/videos/315541709180460/

Bedsheet - https://www.facebook.com/IKEAIndia/videos/2145752012334053/

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Milind Soman joins Team Oakley

As part of the partnership, Soman will join Team Oakley and wear the brand’s eyewear.

exchange4media News Service 1 day ago

MilindSonam

Oakley® on Monday announced a partnership with Milind Soman. As part of the partnership, Soman will join Team Oakley and wear the brand’s eyewear.

 

Talking about the association, Rajan Handa, Brand Business Manager, Oakley India, said, “Milind Soman, an inspiration for many, embodies passion, progression and performance - values that are deeply espoused by Oakley, making this partnership a natural fit. We look forward to a long and successful collaboration.”

 

Soman will wear Oakley sunglasses equipped with Oakley Prizm™.  Prizm is engineered to enhance detail and help improve performance by providing ultra-precise colour tuning for specific environments, including road, the company said in a statement. Prizm Road, designed for the road running environment, brightens and enhances select colours so runners can see subtle changes in road texture for a confident performance experience.

 

Soman said, “I am honoured to be associated with Oakley, a brand known for its innovative lens technologies and unparalleled optical clarity, helping athletes push the boundaries of performance,” said Soman.

 

“Running has changed my life and I firmly believe that pursuing an obsession isn’t unique to professional athletes alone, but it binds everyone who shares a driving passion to turn their dreams into reality," he added.

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We have very aggressive expansion plans: Ulf Smedberg, IKEA

Ulf Smedberg, Country Marketing Manager, IKEA India, speaks about their festive season plans, #Swedeshi movement and expansion strategy.

Neethu Mohan 2 days ago

UlfSmedberg

Ikea, the Sweden-based home furnishing company, opened its first store in Hyderabad in August this year. Now they have rolled out their first advertising campaign and the #Swedeshi movement is winning hearts. With big expansion plans in India, the ground-breaking ceremony of IKEA Bengaluru took place on October 11.

In a quick chat with exchange4media, Ulf Smedberg, Country Marketing Manager, IKEA India, spoke about their festive season plans, #Swedeshi movement and expansion strategy. Excerpts:

 

Your launch campaign was different –it integrated tech and offline platforms and created a lot of buzz. With the festive season opening up, what are your plans in terms of reaching out to the Indian audience?

The most important media for IKEA is digital. Lot of communications, engagements and interactions will be predominantly done through mobile. Later on, this year, we will show how you can change your home or make it more appealing to your needs, and that will be broadcast on mobile. We will focus on other medias like Print, TV, OOH, but majority of the communication will be done through digital. We will have digital, TV and OOH campaigns during the festive season.  


The ongoing sale by two big e-commerce giants seems to create a lot of unrest with smaller retailers. How does a store like IKEA, a Swedish brand, make a more Indian sales pitch?

We think it is important to combine the typical IKEA and the strength of India. We are focusing on love that the Indians have for their homes and how IKEA can help them with that. Another factor is food, which is an important connecting point. We are also looking forward to engaging more people through food. We will have more offerings that is appealing to a broader audience.


Currently, IKEA has a 4 lakh sq feet store in Hyderabad and Mumbai and Bengaluru will have stores soon. Are there more stores in the North and West in the offing?

We have an expansion plan that is quite aggressive, and we call it ‘go big India’. We will open more offline as well as online stores in India. Bengaluru store’s construction work has begun, and after that, we will have a store in Delhi. In another 10 years, IKEA will have presence across India.

 

IKEA’s India strategy is summed up in one word #swedeshi. Can you elaborate more on #swedeshi?

It’s very important for us to spread IKEA. We have strong culture in Sweden, we celebrate different traditions. We would like to be known more in the Indian market. When people come to know about Sweden, the more they will understand IKEA as a brand and vice versa. We would like to have that connection.


What were your key learning from the launch of Hyderabad store? 

We should talk about what the store experience will be about. In Hyderabad, a lot of visitors were confused. They thought that IKEA would be an open shopping mall. But our culture is quite different. That's the one big learning, we need to communicate what to expect.


What will be the marketing and advertising strategy followed by IKEA India in the coming days?

We are focused on how to utilise the marketing budget and maximise the reach, so that our messages reach our consumers. In Hyderabad, we went with billboards and that was a huge success. In Mumbai, we took the television space. So that depends on the city we are moving into. Bengaluru we will have high awareness campaigns.


What is IKEA’s promise to India?

Big promises! Our biggest aim will be to provide affordable and smart furniture for Indian homes.

 

 

Senior Reporter, exchange4media, Bangalore Neethu reports on media, marketing and advertising industry. In the past she has reported on start-ups, education and health sector for over 6 years.

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