Guest Column: 3 myths to avoid when marketing to boomers+ and millennials: Stacey Hawes, President, Data Practice, Epsilon

With millennials being the most talked about target group, it is important marketers don’t lose sight of current generations that have tremendous spending power

Stackey Hawes 28-August-2017






In order to truly understand an audience, marketers need to have the ability to identify consumerinsights that enable communication to customers as individuals. But are we paying too muchattention to the wrong generation? Perhaps an emerging generation like the millennials? It is important marketers don’t lose sight of current generations that have tremendous spending power.


For that reason, we will look into the 50+ group (boomers+) and understand how they buy, wherethey spend and what motivates their buying power.The most talked about consumers at the moment are the millennials and marketers look tounderstand how to interact with them and increase their spending power. According to a report byEpsilon titled ‘#marketingtomillennials: A guide to understanding today’s millennials’, the firstinherently digital generation has soaring expectations for brands and how they are engaged bythem. Brands too are constantly looking at ways to drive this highly influential group.


While there are 83 million millennials in the US, there are currently around 103 million people in theUS over the age of 50. Nielsen estimates that baby boomers (50–69) alone make up 70 percent of the nation’s disposable income. Does that mean marketers are making assumptions of their spending power and focusing only on emerging consumers?


‘Age is an attitude: marketing to the boomers+ population’, another report by Epsilon brings toattention, the baby boomers generation (those 50–69) as well as the silent generation (those 70+) on what they prefer and how to reach them.


Marketing to millennials and boomers+ are two categories that seem worlds apart, but they maynot be that different after all. Let’s bust a few myths:





Myth 1: Boomers+ are technologically challenged but millennials are all digital all the time


Baby boomers were in actuality, among the workforce during the disruptions of computers, email,the internet and technology. The AARP reported that 82 percent of baby boomers use the internet.As per the report by Epsilon, nearly half of all boomers + have computers. In addition, 34 per cent of babyboomers expenditure is through online channels as compared to 39 per cent expenditure for millennials.


Although millennials are pegged as ‘digital natives’, 53 per cent of millennials’ wallet is spent in retailstores, comparable to 49 percent of baby boomers’, meaning both groups have a presence in brick-and-mortar and online.


Findings from the analysis show Boomers+ are regular users of Facebook and are on par with theaverage population along with their preference of social channel. Boomers+ use Facebook toconnect with their children and grandchildren and to find their past allies as well. Millennials areusing Facebook to share photos with their older family members while millennials without childrenprefer Instagram.


Marketers need to let go of the assumption that boomers are not comfortable leveragingtechnology, while also keeping in mind that the digital space is not the sole place for millennials.What is important is to understand and devise a cross-channel engagement strategy that is fuelled by rich customer profiles and enables marketers to better recognize and reach customers.





Myth 2: Boomers+ make purchase decisions offline and millennials ignore direct mail


There is a clear difference between being online and buying online and boomers+ must not beoverlooked in the online channel.The research shows that high income/high net worth individuals aged 50–69 are more likely to havea higher percent of spend in the retail and online channel when compared to the average 50-69population – a sign that this group is moving into digital channels. With greater financial stability, itis more likely that the 70+ segments would shop via retail or online, based on mobility. An effectivedriver of news and discounts is email, a channel that also allows this group to stay in touch withfamily and friends.


This shows that boomers+ are using the online channel to inform their purchase decisions. Althoughthey are not transacting online, marketers can reach this audiences through omni-channel touchpoints during the purchase cycle.


Millennials exhibit cross-channel behaviours too – perhaps as expected, they leverage the web toresearch, review and comment, complain or praise. But a major part of their decision making lies inoffline tactics. The report shows that 42 per cent millennials use “old-school” printable coupons to makepurchases.


Marketers should keep in mind the multichannel approach to maximize efforts for both generations.





Myth 3: Boomers+ don’t spend or influence spending and millennials spend outside of their means


With a large chunk of the mature population moving to retirement, the assumption is that they stopspending. On the contrary, findings show that the average expenditure per baby boomer householdis $765 compared to millennials who spend $508 per household per month. (Even those 70+ spend on average $675 per month).


Marketers may not consider the 50+ generation to be their target audience but they can very well be influencers to purchase. They could be parents or grandparents who could be living with theirchildren thus becoming influencers.


There is an assumption that since millennials have lower average income and net worth than oldergenerations, they leverage by means of credit cards. However, only 17 percent of millennials of age 18–24 and 34 per cent of millennials of age 25–33 use credit cards. This compared to 68 percent of babyboomers who leverage credit cards. Marketers must also consider millennials who live with theirparents who spend less on rent and household expenses, thus allowing them to spend more onthemselves. It’s important to note that as millennials progress through life stages, their disposableincome decreases and their spending changes to be more in line with their life stage.


All consumers age and as they progress through life stages they behave differently. If a marketer is trying to increase customer lifetime value, it’s important that they don’t alienate an audiencebecause of where they are now (or will be in the future). Focusing on data and insights will help themarketer deliver more personalized marketing.





The author is President,Data Practice at Epsilon





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


 

The author is President, Data Practice, Epsilon

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Johnson & Johnson talc sometimes tainted with asbestos, reveals report

From at least 1971 to the early 2000s, the company’s raw talc and finished powders sometimes tested positive for small amounts of asbestos

exchange4media Staff 1 hour ago

J & J

According to media reports, an investigation has revealed that Johnson & Johnson’s iconic product, the talcum powder, was sometimes tainted with carcinogenic asbestos and that J&J kept the information from regulators and the public.

It was found that from at least 1971 to the early 2000s, the company’s raw talc and finished powders sometimes tested positive for small amounts of asbestos. The company executives, mine managers, scientists, doctors and lawyers fretted over the problem and how to address it while failing to disclose it to regulators or the public, the media report said.

The documents also depict successful efforts to influence US regulators’ plans to limit asbestos in cosmetic talc products and scientific research on the health effects of talc.

A small portion of the documents have been produced at trial and cited in media reports. Many were kept from public view by court orders that allowed J&J to turn over thousands of documents it designated as confidential.

The earliest mentions of tainted J&J talc were found from 1957 and 1958 reports by a consulting lab. They describe contaminants in talc from J&J’s Italian supplier as fibrous and “acicular,” or needle-like, tremolite. That’s one of the six minerals that in their naturally occurring fibrous form are classified as asbestos.

Most internal J&J asbestos test reports that were reviewed did not have asbestos. However, while J&J’s testing methods improved over time, they have always had limitations that allow trace contaminants to go undetected and only a tiny fraction of the company’s talc is tested.

The World Health Organization and other authorities recognise no safe level of exposure to asbestos. While most people exposed never develop cancer, for some, even small amounts of asbestos are enough to trigger the disease years later.

The evidence of what J&J knew has surfaced after people who suspected that talc caused their cancers hired lawyers who knew from earlier cases that talc producers tested for asbestos and began demanding J&J’s testing documentation.

What J&J produced in response to those demands has allowed plaintiffs’ lawyers to refine their argument: The culprit wasn’t necessarily talc itself, but also asbestos in the talc. That assertion, backed by decades of solid science showing that asbestos causes mesothelioma and is associated with ovarian and other cancers, has had mixed success in court.

J&J declined to comment further for this article. For more than two months, it turned down repeated requests for an interview with J&J executives.

The company referred all inquiries to its outside litigation counsel who has rejected the findings as “false and misleading.” 

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Ashok Amritraj honoured by the French Government

Indian producer in Hollywood & Hyde Park Entertainment Founder, Amritraj, was conferred with the French distinction of Order National du Merite for his contribution to the arts in France & the world

exchange4media Staff 1 day ago

Ashok amritraj

Renowned Indian producer in Hollywood, Hyde Park Entertainment Founder, Ashok Amritraj, was conferred with the French distinction of Order National du Merite awarded by the President of the French Republic on December 14.

At a ceremony in Mumbai, Amritraj was presented with the Knight of the Order of Arts and of Letters (Chevalier de L’Ordre des Arts et des Lettres) medal. Present at the ceremony were French Minister for Europe and Foreign Affairs, Jean-Yves Le Drian and Ambassador of France in India, H.E. Alexandre Ziegler.

The Order of Merit is part of France’s premier award, the Legion of Honor, and is awarded “to recognise eminent artists as well as people who have contributed significantly to furthering the arts in France and throughout the world.”

Amritraj enjoyed a successful professional tennis career prior to establishing Hyde Park in 1999.  He has produced over 100 movies in the span of his 30 year career.

In 2016, Amritraj was recognised by the United Nations for his role as a committed agent of change in his native country. Amritraj was appointed by U.N. India as its first Goodwill Ambassador for the 17 Sustainable Development Goals, including poverty and hunger alleviation, improvements in water and sanitation, and promoting gender equality.

“I am humbled and privileged to receive this honour. I would like to thank the government of France for the Order National Du Merite and for recognising my journey in the world of cinema. This award is a tribute to the growing cooperation between the film industries of France and India, an idea whose time has come,” expressed Amritraj.
 

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IPRCCC 2018: Panel discussion on corporate social responsibility and nation building

Industry experts from Discovery India, Centre for Social Research, Home Credit, PR HUB, Quick Relations, and The Sedibus spoke at the ninth edition of IPRCCC

exchange4media Staff 2 days ago

IPRCCC 2018

The ninth edition of IPRCCC saw a panel discussion themed ‘Corporate Social Responsibility and Nation building’, where talks revolved around how communication supports in building blocks, bridging the gap between social responsibility and corporate governance.

Eminent names amongst the panellists were Sameer Bajaj, Director - Corporate Communications and External Affairs, Discovery India; Ranjana Kumari, Director, Centre for Social Research; Nidhi Malik, Vice President- Communications & CSR, Home Credit; Xavier Prabhu, Founder & MD, PR HUB; PK Khurana, Chairman & MD, Quick Relations; Deepa Balasubramanian, Head of Corporate Affairs, Malaxmi Group CEO, The Sedibus. The session was chaired by Ruhail Amin, Senior Editor, exchange4media Group.

Watch the video here, and scroll down to read the discussion: 

Initiating the session with how the term CSR can be made more ‘humanised’ rather than business centric, Balasubramaniam added, “Consumers identify brand through human connect and that’s what is precisely happening these days.” 

Talking about the need to redefine CSR, Prabhu added, “By saying CSR, you are already putting the corporate insight and that itself limits you from an outreach perspective. It should be changed upside down to focus more on the impact that it creates.” 

Speaking about whether brands should be more subtle when it comes to CSR and allow it to speak for itself, Malik added, “The day we stop taking CSR as a marketing tool and really take it as a social responsibility, things will change.” 

Speaking about how the whole CSR approach needs to be changed, Kumari added, “Earlier what we knew about the CSR was the foundations of the corporations. Doing some kind of a work, which nobody knew was going on. Today, it has opened up because the way the Government is looking at things like sanitation, Beti Bachao Beti Padhao and so many schemes and programmes. Also, as long as you call it a responsibility, it becomes a kind of a forced thing. We can call it accountability or something that you really want to contribute to.” 

Talking about what the future holds for CSR, Bajaj said, “Results show that by 2019, 50,000 crores will be spent by corporate in CSR. This is a good indicator but it needs to go deeper and we need to be more focused”

The session moved ahead with discussion around the challenges in maintaining the ethos in the corporate hierarchy with regard to CSR. Balasubramaniam added, “It is very important that there is unison in thought when CSR is being implemented and the message does not get lost in the hierarchy.” Further, Khurana added, “Unless the communication teams understand the core values of the CSR, they cannot communicate effectively. Communication team needs to go to each and every element of the CSR activity, understand it, bifurcate it and then communicate it.” 

Talking about the need to create value beyond the business, Prabhu added, “What people are asking today is whether you are genuine in doing the CSR and is it creating the desired impact?” Talking further about the need of CSR to come from the core business belief of the business, Bajaj added, “Leadership and individuals can change but the business does not. What does your business stand for, what are the values that you live for and what is that area which you think will engage the most with your audiences and where you can create an impact will create a long term value.”

Concluding the sessions with whether companies are realising that consumers are watching them closely when it comes to CSR, Mallik added, “Developed countries like America have seen that the purchasing goes up by almost 57 per cent wherein the companies are more emotional and socially active.” 

 

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IPRCCC 2018: Panel discussion: Blurring lines between communication and marketing strategy

The panel discussion revolved particularly on every business or corporate wanting to identify their communication channel as building blocks for their marketing and communication strategy

exchange4media Staff 2 days ago

IPRCCC 2018

At the ninth edition of India Public Relations and Corporate Communications Conference 2018 (IPRCCC) saw a panel discussion themed ‘Blurring lines between communication and marketing strategy. How to draw the distinction between the two?’

Watch the video here, and scroll down to read the discussion:

The panel was graced by Anamika Sirohi, Vice President & Head of Marketing Hindware; Archana Jain, Founder, PR Pundit; Shobha Vasudevan, Head - Corporate Communications and PR at Dell; Neelima Burra, Country Marketing Director, HP; Aditya Tandon, Marketing Head, News 18 and was chaired by Nandini Chatterjee, Executive Director and Chief Communications Officer at PWC India. 

The panel discussion revolved particularly on every business or corporate wanting to identify their communication channel as building blocks for their marketing and communication strategy. Marketing and communication works in parallel, however the lines are blurring considering the shift towards digital media communication from traditional media communication. In certain case marketing take precedence, in certain case PR take precedence.  How to define the blurring lines especially when marketing companies offer PR as part and parcel of their strategy and PR companies marketing as part of their services. Finding the right channel is a key. 

The discussion started with the opening thoughts by Chatterjee of PWC India, “Communication is important and is radically changing and the marketers are always finding the right way to communicate, to connect and gage with the audience so that they can meet the business objectives, to increase brand awareness or to get leads.” 

Further to this, all panellists agreed that communication and marketing are integrated and thus they evolved the topic to PR & Marketing. Jain of PR Pundit, believed that the best practices are born out of integrated marketing. In the old days there was so much to there was so much more on opportunities to chase and then came the whole digital space. The brand has to have a natural fit in the platform that the PR agency tries to weave the story and hence it has authenticity at the heart of it. If it is effortlessly fitting in the platform the marketers will say a yes, but because it is becoming forceful thus the lines are blurring. 

Speaking of increase in investment in branded content, Vasudevan of Dell said, “It is beginning. Authenticity is definitely the keyword here.”  

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IPRCCC 2018: Silence is golden if you can afford it & have planned for it: Rohit Bansal

Bansal, Group Head of Communications, Reliance Industries addressed a session at the ninth edition of India Public Relations and Corporate Communications Conference 2018 (IPRCCC)

exchange4media Staff 2 days ago

Rohit Bansal

At the ninth edition of India Public Relations and Corporate Communications Conference 2018 (IPRCCC), Rohit Bansal, Group Head of Communications, Reliance Industries spoke about ‘When silence isn’t golden, responding to crises in communication’.

Watch the video here, and scroll down to read the discussion:

Explaining that silence was golden only if it was planned and strategic, Bansal said, “People are getting all kinds of information across multiple platforms; they hardly see the kind of spin that is being loaded into it. So I think silence is golden so long as you have done a lot of thinking ahead of the curve.”

“I feel silence is golden if you have done your work, you have anticipated to the point of paranoia about all the kinds of things that can be potentially thrown at you as a product, as a brand or as a service. Silence is golden so long as you can afford it and you have planned for it,” he added.

Citing example of the recent viral video featuring a food delivery man tasting food to be delivered and how brands could avoid such instances which are sometimes beyond their control, Bansal said, “There is no absolute black and white in silence vs. speaking, but there is great benefit for all of us as corporate communications leaders to know that a lot of planning can happen well before the event, and that is what we should be actually focusing on.”

Bansal also urged communications professionals to do scenario building a lot earlier in order to pre-empt situations that could have adverse impact on the brand.

“The planning has to happen much earlier. I think mistakes in such situation happen in quick succession because there is pressure to perform and to show your counter narrative. Leaderships have to understand that they need to do scenario building a lot earlier.”
 

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Tech Mahindra Foundation announces #MainBhiHero campaign

The movement aims to bridge the widening gap between India’s healthcare infrastructure and highly skilled healthcare professionals

exchange4media Staff 1 day ago

TechMahindraFoundation

The #Mainbhihero movement, flagship initiative of Tech Mahindra Foundation, the CSR arm of Tech Mahindra Pvt. Ltd. is back with another round to encourage the underprivileged youth of our nation to take-up healthcare courses and secure jobs with leading hospitals and multispecialty as Allied Healthcare Professionals.

The movement aims to bridge the widening gap between India’s healthcare infrastructure and highly skilled healthcare professionals. Thus, it reaches out to different sections of society (mainly the low income groups) and encourages them to join paramedical courses, become allied healthcare professionals and contribute towards the country’s low ranked healthcare infrastructure.

Commenting on the movement, CP Gurnani, MD & CEO, Tech Mahindra, said, “Individual Social Responsibility (ISR) is about being in a symbiotic relationship with our immediate surroundings, communities, society and the world at large.The #MainBhiHero movement, not only encourages us to further the ISR initiative and Rise for Good but also addresses the issue of skill gap faced by the industry today. I urge one and all to contribute towards this initiative that aims at creating a pool of skilled and qualified healthcare professionals.”

Speaking about the initiative, Dr. Loveleen Kacker, CEO, Tech Mahindra Foundation, says, “At the Tech Mahindra SMART Academies for Healthcare, we are trying to change the definition of the word Hero. The youth come here as students and leaves as healthcare professionals with lifelong skills, employment, and a feeling to serve and improve the healthcare services of our country. Now that's exactly like a Hero.”

India has been ranked 145 among 195 countries in Healthcare access and quality. With such a huge shortage of over 4 million Allied Healthcare Professionals, our country is fighting a new battle of its own healthcare infrastructure.

The initiative #Mainbhihero under Tech Mahindra’s SMART Academy for Healthcare creates awareness around the important role of Allied Healthcare Professionals in our country’s healthcare infrastructure.

Moreover, #Mainbhihero movement also reaches out to hospitals and various medical facilities to join the initiative as Training and Placement partners of Tech Mahindra’s SMART Academy.

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Isobar launches India’s first ever UGC-led Voice Mobile Banner for Forevermark Diamonds

To initiate the campaign, Isobar created an interactive banner across relevant apps used by women that focus on areas pertaining to cooking, fitness, beauty and lifestyle

exchange4media Staff 2 days ago

IsobarForevermark

Isobar India, the digital agency from Dentsu Aegis Network, has partnered with Forevermark Diamonds to launch India’s first User Generated Content led Voice Mobile Banner. The collaboration stands as a testimony to India’s rising voice-based interactions, growing at a rate of 270% year-on-year, as reported by Google & Amazon Alexa.

For this festive season, Forevermark has launched the ‘Half Carat Diamond’ campaign under the theme - ‘The Better Half Within Me’. The film portrays women protagonists pursuing their dreams and passions.

The campaign is based on the insight that women generally tend to keep their passions to themselves even as they continue to focus more on their family's needs. Hence, through this campaign, the brand intends to give its users a unique platform to share their hobbies and talents through an immersive experience.

To initiate the campaign, Isobar created an interactive banner across relevant apps used by women that focus on areas pertaining to cooking, fitness, beauty and lifestyle, amongst others; and to engage them with the banner, women were asked to speak about their passion into their mobile microphones. This led them to a final frame with Forevermark’s video and a customised message containing the keyed-in passion, which could be shared via WhatsApp and Facebook.

It is pertinent to note here that, of the 22000 women engaged with the communication, 71% were open to sharing their passion points with the brand. The overall campaign reach until now is more than 1 million, with an engagement rate of over 2%.

Commenting on the campaign, Toranj Mehta, Marketing Director -Forevermark India said, “The Forevermark Half Carat campaign is based on the insight that women, whilst taking care of their family, like to pursue their own passions and follow their dreams. We are encouraging women to let this half of theirs shine. This innovation fits the objective perfectly and allows women to voice out their passions. The numbers we have seen from this innovation are very encouraging and we will look at more such voice activated units in the future.”

Speaking on the execution of the campaign, Shekhar Mhaskar, Executive Vice President - Isobar India said, “The innovation resonates aptly with the brand’s message of celebrating the better half within a woman. Literally and figuratively, this mobile innovation gives women a platform to (voice) their passions and have them heard. We would love to take this thought forward with Forevermark to drive a movement for women where they can make their passions come alive.”

Commenting on the campaign, Priyanka Shah - Senior Director Mobile- Isobar India said, “Voice is clearly the future. As per a report by Mind Mold and Staistica, we will witness 200 billion voice searches per month by 2020 and there will be 1.83 billion consumers worldwide using AI voice assistants by 2021. Hence we thought of an idea that could deliver the creative message by tactically using the voice platform. The campaign idea brought forward the beautiful concept of embracing your ‘better half’, which lies within you, by prompting the user to voice out their passions. It’s a small step towards Voice revolution and the response rates have made this innovation a stronger case study for deeper future engagements.”

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fbb launches 2nd edition of National Jeans Day with ‘Jeanoji’ contest

Celebrities such as Diljit Dosanjh, Varun Dhawan and Katrina Kaif will also join the fun and are excited to be a part of the biggest denim movement- National Jeans Day

exchange4media Staff 1 day ago

NationalJeansDay

The second edition of fbb’s ‘National Jeans Day’, conceptualized by Digital Marketing Agency Social Kinnect, is all set to hit the internet with a bang. The aim of this year’s campaign is to popularize jeans as a category, not by portraying it as a casual item of clothing but one that is essential to bring out the stylish and sexy side in you!

To create hype, and to build-up to National Jeans Day we launched ‘Jeanoji’, an Instagram contest where fans can add the jeans emoji to their Instagram names and win a free pair of jeans. This activity has already grabbed eyeballs and is creating the perfect build up to the D-day.

The wacky route taken last year, #GrabAPair, worked absolute wonders for the fashion brand, and so, the same route has been extended for this year’s campaign, with irresistible offers. On National Jeans Day i.e. 16th Dec, anyone can buy a pair of jeans for over Rs. 999, and they will get a t-shirt worth Rs. 499 along with cashback worth Rs. 500 on the Future Pay app.

Celebrities such as Diljit Dosanjh, Varun Dhawan and Katrina Kaif will also join the fun and are excited to be a part of the biggest denim movement i.e. National Jeans Day.

Commenting on the activities planned to celebrate National Jeans Day, Pawan Sarda – Head, Digital at Future Group says, “All jeans lovers will agree, that every pair of jeans you wear portrays a different personality and makes a unique style statement. Over the years, jeans have evolved from just being a rough and tough fabric, to pants that define style. As we celebrate National Jeans Day, fbb brings to the audience a host of engaging activities and exciting offers that will interest fashionistas everywhere.”  

To ensure National Jeans Day becomes the talk of the day, we’re getting all of India to become a part of ‘Jeanathon’ which is the largest celebration of denims with a takeover of Instagram stories with images and videos of people in ‘jeans’ on 14th-15th Dec – right before National Jeans Day, which is on 16th Dec.

Popular celebrities like -Nora Fatehi, Priyank Sharma (Aakriti Rana Gill and Aaina J) among many more, jump on the bandwagon to spread the word about this exciting day to their followers by ‘grabbing a pair’ themselves and posting their stylish looks in a pair of jeans.

Not only that, using the popular video-sharing app, Tik Tok, fbb has collaborated with Tik Tok influencers who will bring out the sexy denim factor. These influencers are set to exude some bold, sizzling and wild dance moves while donning a sexy pair of jeans and challenging their followers to create their moves.

After last year’s massive success, the National Jeans Day #GrabAPair campaign is all set to hit a new high this year, redefining the meaning of a pair of Jeans for the country! 

Norah Fatehi:

Priyank Sharma:

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Peps unveils new brand positioning with #DreamMakers campaign

Through the #DreamMakers platform, Peps aims to create a property that will fuel the consumer’s dreams by helping them sleep better, wake up with a purpose to perform and achieve more

exchange4media Staff 2 days ago

DreamMakers

Peps Industries Pvt. Ltd., has announced its new brand positioning - ‘DreamMakers’. In line with its core brand philosophy to help Indians sleep better and as a part of a strategic brand repositioning exercise, Peps released its latest #DreamMakers series with two television commercials and radio ad spots.

Conceptualized by Phantom Ideas, which recently won the brand’s creative mandate, this is the first in a series of 10 to 30 second spots highlighting Peps’ proposition of a good night’s sleep as vital to chase dreams.

Through the #DreamMakers platform, Peps aims to create a property that will fuel the consumer’s dreams by helping them sleep better, wake up with a purpose to perform and consequently achieve better. The campaign, using a 360-degree approach, seeks to establish a larger scope and role for the brand and strengthen the consumer relationship, by taking it beyond the product and making it a part of their hopes and aspirations. Tapping into the zeitgeist of young Indians from across the country, pursuing goals and ambitions, that were unthinkable among earlier generations, #DreamMakers encourages Indians to dream big, take on greater challenges and succeed.

The basic insight behind the campaign comes from the dominant outlook that cuts across young Indians as they dare to aspire and go after their dreams. And that in an increasingly cluttered and competitive environment, a good sleep is a pre-requisite to see dreams turning into reality. The two films show young Indians chasing their dreams – a female boxer wakes up from bed rejuvenated with a good night’s sleep to chase her dream head on in the boxing ring. A young astronaut gives purpose to his energy by waking up refreshed to fulfil his dream.

Speaking on the new brand positioning, K. Madhavan, Managing Director, Peps Industries says, “Peps has led by example with respect to disruptive innovation in the mattress category. With the new brand narrative, we seek to bring a fresh perspective in the spring mattress category via product innovations that will shift focus from great sleep to waking up refreshed with a purpose. Thereby, harnessing one’s ability to perform at their peak to chase and achieve their goals.”

Commenting on the campaign  Robert Anthoney, Founder and Chief Creative Officer at Phantom Ideas, the creative consultants and marketing partners for Peps said “To start with, it has introduced yet another fresh perspective through a compelling proposition that seeks to ‘give purpose to energy’. When Peps got on board, the mandate was clear – Change the narrative. Take the brand to the next level. When we observed the consumer and category canvas, we realised there is a tremendous opportunity to add purpose to post-sleep energy by plugging into the dominant mood that was sweeping the country, especially with the age cohort that would dominate the emerging consumer demographics.”

Peps - Dream Makers - Boxing

Peps - Dream Makers - Astronaut

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iProspect India launches an initiative to empower women led by CEO, Rubeena Singh

Women@iProspect will see women leaders discuss issues affecting women at work, challenges faced, how to create a work-life balance, safety and leadership, and more

exchange4media Staff 2 days ago

Women@iProspect

Digital performance agency from Dentsu Aegis Network, iProspect India, announces an initiative for its women employees. A part of Women@DAN, the initiative, will focus on three essential parameters – safety, gender diversity and leadership.

Women@iProspect will see women leaders discuss issues affecting women at work, challenges faced, how to create a work-life balance etc. The initiative, a regular feature every quarter, will be led by iProspect India’s CEO, Rubeena Singh.

The initiative comprises:

  • Women’s Network – Women employees will exchange ideas on how they can grow in their career and become the next women leaders. 
  • Connecting minds – To get an outside POV, a successful women leader from other industry or company will have an interactive session with employees wherein she will talk about her journey to the top.
  • Therapy day – Women can (anonymously) talk to a counsellor/therapist on how to create a successful work-life balance. And other issues impacting their personal and professional growth.
  • Identify and mentor – Senior leadership team will identify 2-3 women employees and put them on a fast-track wherein they will be mentored for a year to reach the next level in their career graph.

Talking about the initiative, Singh said, “iProspect has always believed in enriching and helping its employees grow. Through this initiative we want to empower diversity as well as help women reach senior roles with much more confidence. It is sad to see that while women form almost half of India’s population, their representation at workforce is very little and it further shrinks at senior levels. At iProspect, we want to change that.” 

The first session was held on December 10 wherein ICICI Bank’s Deputy General Manager – Marketing and Communications, Azmat Habibulla, shared her story. “It is a great initiative undertaken by iProspect and I believe we need such initiatives across boards to help women rise to become leaders of tomorrow. At ICICI too have various initiatives to help women employees overcome challenges that many of them face at certain life stages,” she said.  

The company believes in equal opportunities for all hence the initiative, titled Women@iProspect it will even see men participating. 
 

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