Guest Column: Speed provides competitive advantage: Shubhranshu Singh

The marketplace - capitalism's true judge, jury and executioner - makes being faster a pre-requisite for survival.Some of the biggest corporate names of the past are anaemic shadows of their erstwhile selves. Dozens of global majors have been bought, sold, forced to merge or simply disappeared into oblivion

Shubhranshu Singh 06-March-2018

We live in a T20 world. Everything is faster. To be slow is to be left behind.

The marketplace - capitalism's true judge, jury and executioner - makes being faster a pre-requisite for survival.

Some of the biggest corporate names of the past, who remained inertial, are anaemic shadows of their erstwhile selves. Dozens of global majors have been bought, sold, forced to merge or simply disappeared into oblivion.

But my purpose here is not to comment on momentum as a survival mantra for business enterprise. Big or small is only a factor to analyse.

For this analysis, I am focused on the need to be much faster in getting creative ideas to full live campaign state. To get marketing programs from inspiration to a stage of action in the market.

What are the stages of the process and the factors that prevent us from being quicker to market?

First, as always, there comes an idea. An idea that can be put to walk on a large conference room table and survive the assassins around it. The world of creative assessment is more than Darwinian. In the natural world, it's the species that compete for the survival of the fittest. In the world of creative ideas, the knives are out at the stage of merely imagining the possibilities.

A big idea doesn't need heralds to announce its birth. It feels as though there is static in the air when a big idea gets expressed. Alas, the seeds of delay are sown often at initiation stage itself thanks to near feudal hierarchies and their desire to see the campaign fully visualized where the idea should suffice.

Suppose an ashtray broke into five pieces. One piece alone when sniffed will confirm it was a part of an ashtray. You don't need the entire reassembly to decipher that. So it is with ideas. One line, a short paragraph, a picture, illustration, sketch or mood video; we at once are seized of the entirety of a given idea.

The idea then grows in the subconscious mind. It auto selects when the next day or when at the next meeting, other ideas begin to get measured up against it.

The best of advertising, in terms of impact and amounts to social architecture, would be 'art via media.' The baser, harder -working versions get on with it and just do some specific job. There is no empirical evidence on the causality between output quality to the time taken and the eventual esteem earned by a given creative.

Advertisements are merely expressions of an idea. There are myriad ways in which to script and bring alive an idea. A TV commercial delivers impact as an audiovisual and its instrumentality serves to showcase the idea in a given way. One could argue that the tired routine of getting to a TV commercial first, actually regresses the flourishing of a great idea.

Here are some accelerators that help organizations, teams and managers to become faster:

o Prioritization - If all things are equally important, actually none will get done well.

o Foresight - To be able to see further beyond the campaign. To imagine the scenario once the campaign, in its full potential, is launched and delivered. What next? Such foresight helps to rewind to the present and drive the priorities more acutely.

o An acute definition of risk and risk mitigation - Corporate bureaucracies have battalions of alarmist naysayers. Their existence and sense of importance is dependent on raising the potential risks and highlighting the worst outcomes. This must be countered with objectivity and corroborated with sound predictive analytics. Data looked at as a trend from the past to the present day may also help accurate predictions for the future and steer the program.

o Reassessment - "Why don't we give it another look?," "Lets sleep over it," "Have we spoken to everybody?" "Maybe we should take another point of view." Dilatory tactics are easy to see. Two rounds and one has to demand decisions and closures.

o Committees jump on the decision table - Advisory may happen via committee. Decisions must be made by those accountable and liable.

o Watching for and calling out subjectivities - Some client and agency loops can make Sicilian vendetta look like a comic strip. No one can ram into a discussion without giving a build. Mere Criticism should be barred.

o Clearing away distractions - Killing lower priority projects. Doing more by doing less.

Frantic is not fast. Frenzy is not agility

Being frantic actually only furthers lack of clarity, nervousness and even bitterness. It dissuades folks from having skin in the game. Being faster is about focused action. It's about accelerating business processes. To see and capitalize on opportunities that appear and disappear in a jiffy.

Faster is determination plus adrenaline

A fundamental idea that creates a business is way superior compared to a smart idea that services business advancement. Surprisingly, such fundamental ideas rarely get generated in a business a second time. When ideas do come to the fore, there is rarely active sponsoring. No one seems to want to kick the ladder they are standing on.

This is because often, success is the biggest speed breaker. It makes external orientation frictional. It promotes a huge appetite for more of the same.

Often those in charge begin to believe that it is their current ways of working that lead to success thereby negating the role of market forces, competitive disarray, resource advantages and sheer luck. Seized by this belief, they naturally feel enthused to become lawgivers. "We know best" becomes enshrined. Every issue or opportunity is treated as an intellectual challenge to be understood with data led cerebral discussions on the strategy that happens amongst a small set of decision makers. They forget the camaraderie and associative appeal that makes projects successful. They neglect the power of the anthemic appeal to the heart. Treating the larger set of employees as robotic implementers adversely impact speed to market. You can only be as fast as the slowest one amongst you.

Since success usually comes to the larger players because of inherent advantages, they also have a larger internal organisation. They revel in meetings, minutes, drafts, follow up meetings, council, committee, review task force meetings, prep meetings and so on. The hamster's wheel keeps turning with frantic activity. Also turning are the hands of the clock.

Then comes a time when the tick-tock of the clock becomes the tick-tock of a time bomb.

Shubhranshu Singh is a marketer based out of Mumbai.

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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Tributes Pour in for Alyque Padamsee

Ad veteran Padamsee, aged 90, passed away on Saturday

exchange4media Staff 20 hours ago

padamsee

The advertising fraternity woke up to the sad news of the passing of ad man and theatre maven Alyque Padamsee

Padamsee touched the lives of many advertising professionals during his career, shaping them and sculpting them into the leaders that they are today. 

Many of those whose lives Padamsee influenced took to Twitter, sharing their impressions of the legendary man whom they knew as God. Even the Prime Minister of India, Narendra Modi, tweeted his condolences. “Saddened by the demise of Shri Alyque Padamsee. A wonderful communicator, his extensive work in world of advertising will always be remembered. His contribution to theatre was also noteworthy. My thoughts are with his family and friends in this sad hour,” PM Modi tweeted. 

Here’s a look at some other tributes that poured in: 

 

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exchange4media Influencer of the Year Award conferred upon Virendra Gupta and Umang Bedi

The award honours visionaries who have transformed the industry and inspired the next level of growth

exchange4media Staff 1 day ago

Award

 

Virendra Gupta, Founder & CEO, Dailyhunt and Umang Bedi, President, Dailyhunt were honoured with the exchange4media Influencer of the Year Award.                                                               CVL Srinivas, Country Manager, WPP and the winner of the 2017 exchange4media Influencer of the Year award and Raj Nayak, COO Viacom18 who was the winner of the 2016 exchange4media Influencer of the Year award presented the award to the duo.

 

 On working together with Gupta and the win, Bedi said, "Its been the most amazing enterprenuial journey. Viru and I have been brothers because we are so aligned in our thinking. He understands bharat at the grassroots level and I understand the scale of businesses. We are so complimentary in our skill-sets. In life you need an elder brother. And for me, that's what he stands for."

An elated Gupta said, "On the behalf of team Dailyhunt, I humbly accept this award. As you know, our vision is to bridge the digital divide and we proud ourselves as one of the companies that is trying to fight off the digital prominence of Facebook and Google. We are 150 million monthly active users and till next year, we should be 300-350 monthly active users. This award is a belief by all of you in us and we are just getting started."

Beginning in 2016, the exchange4media group initiated the Influencer of the Year award. The award honours visionaries who have transformed the industry and inspired the next level of growth while progressively using innovative technology for business achievements.

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#e4mConclave: Photo Gallery

A few snapshots from the exchange4media Conclave held on November 16 at the Taj, Santacruz in Mumbai

exchange4media Staff 22 hours ago

conclave

The exchange4media Conclave, sibling of BW Businessworld, is considered the highest authority in the business of media, marketing and advertising news and developments. The event was held on November 16 at the Taj, Snatacruz in Mumbai and the theme this year is “Marketer and Machine: How AI will transform marketing?. Virendra Gupta, Founder & CEO, Dailyhunt and Umang Bedi, President, Dailyhunt were honoured with the exchange4media Influencer of the Year Award (Main image).   

Here are some snapshots from the event:

Tamara Ingram Worldwide CEO, J Walter Thompson delivers her speech at the e4m Conclave in Mumbai

Prof. Amarjeet Patpatia, Associate Dean, ICFAI Business School (IBS), Mumbai

Ashutosh Srivastava, Chairman & CEO, AMEA, Russia & CIS, Mindshare delivering a special address on the topic Decoding Artificial Intelligence & Machine Learning in the Context of Marketing 
 

R. S. Sodhi, MD, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) (AMUL)

Rahul Agarwal, Managing Director & CEO, Lenovo India

Fireside chat: Vikram Sakhuja, Group CEO, Madison Media & OOH, Madison World in conversation with Vivek B Srivatsa, Head-Marketing, Passenger Cars, Tata Motor 

Panel discussion (L-R): Navneet Narula, of Watson Consumer Engagement, India and South Asia, IBM India, Arvind Chintamani, VP-Marketing, Colgate Palmolive India, Mayank Shah, Category Head, Parle Products, moderator Bindu Sethi, Chief Strategy Officer, JWT India, Anirudh Pandharkar, Head of Marketing, VIP Industries, Pradeep Hejmadi, CEO, Aidem Ventures Pvt, Ltd., Juzer Tambawalla, Head of Marketing, Franklin Templeton

The audience at exchange4media Conclave

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e4m Conclave: JWT Worldwide CEO Tamara Ingram discusses AI and creativity

Ingram discussed ‘Hu(man) and Machine’, and whether AI can be creative

exchange4media Staff 1 day ago

Tamara Ingram

From smartphones to driverless cars, there is no denying that artificial intelligence is pretty much becoming commonplace. But what does AI mean for creativity? Does it mean the ability to gain an intelligent creative or marketing "assistant" thereby freeing you to focus on being truly strategic at your work? Should you embrace it or does it pose as a threat?

Answering all this and more at the exchange4media Conclave which took place on November 16 in Mumbai, Tamara Ingram, Chief Executive Officer of J. Walter Thompson, the Headline Speaker at the annual event, discussed ‘Hu(man) and Machine’, and whether AI can be creative.

Ingram addressed the future of creativity particularly in the context of AI. “Five years ago, I never thought that a machine, something like AI, will replace what it means to be human,” she exclaimed. 

The CEO discussed media, how creativity is placed and how AI can help with it all. “AI is going to ask us fundamental questions on what it is to be human. “It’s only fair to say that at the moment, we’re standing at the edge of a precipice when it comes to AI and data,” reflected Ingram. She asserted that the power that AI has, it is changing the way, we are teaching people, it is changing the way products are generated and that in the end will change creativity. 

She revealed that if you actually Google search, you will see 4.9 billion searches for creativity and 4.2 billion searches for AI. “AI is becoming as important in people’s minds as creativity,” Ingram said.

Addressing the dilemma whether AI is a friend or foe, she reflected, “What I found distressing is that when you think about AI, people are very concerned about their jobs and the consequences. When we look at Facebook, American elections and what happened, we think that is the information that AI fetches is a help to creativity or is it going to dampen the impact and differentiation.” 

Ingram shared that her contention today is that there is nothing new in AI. “What’s new is the power of what we can do with AI and the power of how it can either help us with creativity or take away from it,” she pointed out. 

She highlighted AI’s power of prediction. “Humans have emotions and that may affect our predictability. The machine has the power to predict like nothing else can. It enables us to predict cancers and generate personalized medicines. It’s enabling us to save the world. Products, after all, are things that solve problems. Our job is around producing and marketing of these live-changing products. I believe it will change the world to something much better than what we are seeing.”

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#e4mConclave: Be there today to know how AI will transform marketing

Today at the exchange4media Conclave, decision makers from the media & advertising industry will discuss trends that assist them in growing the overall business

exchange4media Staff 2 days ago

e4m conclave

AI in marketing is gaining ground with more and more brands incorporating machine learning to leverage customer data and enable behavioural targeting. With the evolution of big data, digital marketers can build a clearer picture of their target audience, which can greatly boost their campaigns’ performance and ROI.

The 16th edition of exchange4media Conclave will bring together thought leaders from across the globe to give an in-depth insight on how AI is changing society and the foundations of business. The event scheduled for today in Mumbai will follow the theme of ‘Marketer and Machine: How will AI transform marketing?’

Today, some of our key speakers include Tamara Ingram, Chief Executive Officer of J. Walter Thompson Company, who will be the headline speaker at the event, speaking on the topic ‘Artificial intelligence and Art’. The next special address will be by Ashutosh Srivastava, Chairman & CEO, AMEA, Russia, and CIS, Mindshare who will talk about 'Decoding Artificial Intelligence & Machine Learning in the Context of Marketing'. RS Sodhi, Managing Director, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) (AMUL) will also give a special address on the topic 'Ground Reality: How Is Tech Transforming Modern Enterprises'. 

This will be followed by a Panel Discussion on ‘Human Insight Vs. Artificial Intelligence’ moderated by and Bindu Sethi, Chief Strategy Officer, JWT India. The esteemed panel includes Navneet Narula, Head of Watson Customer Engagement - India and South Asia at IBM India; Arvind Chintamani, VP Marketing, Colgate Palmolive India; Mayank Shah, Category Head, Parle Products; Anirudh Pandharkar, Head Marketing, VIP Industries; Juzer Tambawalla, Head Marketing, Franklin Templeton; and Pradeep Hejmadi, Group CEO, Aidem Ventures Pvt Ltd.

After an interactive and engaging panel discussion, the evening will move towards Fireside Chat with Vivek B Srivatsa, Head-Marketing - Passenger Cars, Tata Motors in conversation with Vikram Sakhuja, Group CEO, Madison Media & OOH, Madison World, discussing the ‘Power of Print’. This will be followed by our next speaker for the event, Rahul Agarwal, CEO and Managing Director, Lenovo India, who will discuss AI and its implications for organisations and individuals.

A Master Class will also take place simultaneously by Rupin Nanani, Head - Research and Analytics, Zirca, who will cover the topic ‘Building efficiencies with Native Advertising’.

The evening will conclude with the Influencer of The Year Award to be conferred by our past winners CVL Srinivas, Country Manager, WPP and Raj Nayak, COO, Viacom18. The Award honours visionaries who have transformed the industry and inspired the next level of growth while progressively using innovative technology for business achievements.

Come join us today to hear more from our key speakers. Click here: https://e4mevents.com/conclave-mumbai-2018/
 

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Sunfeast Yippee brings its new range exclusively to Bigbasket users for a week

Following the week, it will be distributed to all other e-commerce portals, modern and general trade stores nationwide

exchange4media Staff 2 days ago

SunfeastYippeeLaunch

Sunfeast Yippee!, ITC Food Division’s popular instant noodle brands, has tied up with online grocery store Bigbasket for its new ‘My’ range. As part of the partnership the four variants from this range (My Crazy Chow, My Madly Manchurian, My Mystery Masala and My Truly Chicken) will be available exclusively at the online grocery for over a week.

Following this. it will be distributed to all modern and general trade stores nationwide. With this one week tie-up the brand hopes for an ‘instant’ feedback from the 25 cities (where Bigbasket has a presence).

Hemant Malik, Divisional Chief Executive − Foods Division, ITC Ltd, explains, “People will taste it and then post it. That gives me the confidence of continuing with all four variants. Is there something that’s lacking? Can I do some quick fix around that?”

With Yippee! ‘My’ range, the brand expands its portfolio to young consumers with unique offerings that reflect their consumption choices and provides a new twist with unique flavour combinations. With Yippee Mallik’s focus is entirely on kids and insists on creating a new generation with the same.  

“We found that there is a generation which has been brought up on Maggi. I need to create a new generation. In kids TG we are the most preferred brand. As they are growing up – We have been there for seven-eight years. So my TG has also grown up and are now 15-16 years old. I want to make sure my new variants cater them" he added.

When asked about the target Malik answers, “We are looking to grow faster than the industry rate of 8-9 per cent.”

Each pack is of 60gms and all vegetarian variants are available for Rs 15 while the non-vegetarian, Truly Chicken variant is priced at Rs 18.

The promotion for this tie-up is happening only on digital. On the site of Bigbasket its landing page informs about the exclusive launch with a contest and combo offer.

Hari Menon, Co-founder and CEO, bigbasket said “Product marketing is witnessing a paradigm shift in India. Many players are also launching their products online thanks to the surge in e-commerce in the country. We are delighted to be partnering with Sunfeast Yippee! to launch the new variants of their widely loved instant noodles exclusively on the bigbasket portal. It is a never-before offer which will not only catapult the popularity of the brand but also resonate with bigbasket's policy of bringing new and exciting offers to our customers. Our endeavour is to make the customer experience better at every step and this partnership will do that and more.”

Menon shared that they are looking at this partnerships with other brands and are aiming for a launch every quarter. The promotion and mainstream marketing for ‘My’ range will start in a month after Sunfeast has achieved ‘ a certain amount of distribution.’

The brand will also work with 80-100 micro-bloggers across India for them to try and taste it. “Let them try, taste, cook it and give their feedback. In fact, our whole TVC is around that as well,” Malik informs. For the Foods Division of ITC Ltd ecommerce platforms contributes to almost 1.5 per cent of the overall sales. “To put it in perspective modern trade is about 13-14 per cent. As marketers, we have to make sure that in every channel our presence is there so that at every access point the consumer is able to get our product.”

Malik is quite content with the progress Yippee has made in the packaged noodles segment. It is Rs 1000 crore brand with 22 per cent market share. He confesses of the category undergoing through a tough time and feels these developments will benefit the category overall.

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KKR names Kaustabh Jha as new Head of Marketing

He joins KKR from ESPN, where he was leading brand and content marketing for both ESPN Cricinfo and ESPN.in

exchange4media Staff 2 days ago

kaustubh jha

Kolkata Knight Riders has appointed Kaustubh Jha as Head of Marketing. He comes with over 10 years of experience in partnerships, content marketing and campaign management. He joins KKR from ESPN, where he was leading brand and content marketing for both ESPN Cricinfo and ESPN.in

Venky Mysore CEO & MD, KKR, said, “We are delighted to have Kaustubh on board to lead the Marketing & fan building initiatives of the Knight Rider brand, which is not only the leading brand in IPL but through our presence in CPL and other initiatives around the world, has genuinely become a global brand.”
Prior to ESPN, Kaustubh was part of Marketing, Business & Consumer Insights team at MTV, Viacom18 Media Pvt. Ltd.

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#DeepVeer wedding: Brands join the ‘band’wagon

From Amul’s utterly-butterly message to Durex India’s sassy wish to them, brands ensured they cashed in on the big celebrity wedding.

exchange4media Staff 2 days ago

RanveerDeepikaWedding

The news that Bollywood stars Deepika Padukone and Ranveer Singh have officially tied the knot has left fans in mushy meltdown. The duo finally shared their wedding pictures which have now taken over the Internet and how! From Amul’s utterly-butterly message for the couple to Durex India’s sassy wish to them, brands too ensured they cashed in on the celebrity wedding.

Amul, like always aced it with their witty creative. The brand shared a doodle of Ranveer and Deepika eating buttered toast and wrote, “Ranveer not singhle anymore. The Deepik-tion of taste.”

Condom brands capitalized on this opportunity by sending in some cheeky messages. Durex wished the brand ambassador saying, “We’ve got you covered, Congrats Deepika & Ranveer for officially putting a ring on it,” while Manforce Condoms wrote, “Here are a few options for you to wear on your D-Day.”

Among other brands pouring quirky wishes were Kotak Mahindra and Axis Bank endorsed by Singh and Padukone.

Riding on popular sentiment, Kotak Mahindra’s ad featured Ranveer Singh with the message- ‘Card mila kya?’ The brand also launched a separate film congratulating Singh and inviting India to celebrate the wedding of the year using the hashtag #BankBaajaBaraat. 

Axis Bank released a beautiful ad saying that as the couple gears up for the big day, their joy and happiness is ours but their big day is theirs.

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Ranveer & Deepika- The next power couple for brands?

Guest Column: In the past, Bollywood power couples have always been the first choice among brands in India says Pranay Swarup

Pranay Swarup 3 days ago

DPRS

Deepika Padukone and Ranveer Singh (read: DeepVeer) have tied the knot on November 14 after they took to social media, last month, to announce their wedding dates. The wedding officially marks their entry into an exclusive club of ‘Power Couples’ which includes the likes of Anushka Sharma-Virat Kohli, Ajay Devgan- Kajol, Akshay Kumar- Twinkle Khanna and Saif Ali Khan-Kareena Kapoor.

By definition, a power couple is a relationship consisting of two individuals who are each successful and influential in their own right. Companies use these couples to gain mass awareness for their brands and products. Brands are aware that consumers and fans show a keen interest in staying up to date with celebrity relationships. They play to this consumer insight by creating campaigns that feature influential couples. And by tapping into a power couple’s reach and impact, brands can target each partner’s unique following and voice.

In the past, Bollywood Power Couples have always been the first choice among brands in India. This is evident when we look at Anushka-Virat who have appeared and boosted reach for Indian ethnic-wear brand Manyavar, Ajay-Kajol for Lifebuoy, Akshay-Twinkle for PC Jeweller and Saif- Kareena for Metro Shoes, respectively.

Interestingly, Deepika and Ranveer currently work with brands that have conflicting interests. Here are 5 Rival brands that Ranveer and Deepika have endorsed in the past:

1. Make My Trip V/S Go Ibibo Over the course of 2018, Ranveer Singh has appeared in multiple Make My Trip ads, along with Alia Bhatt. Meanwhile, Deepika Padukone is the brand ambassador of Go Ibibo, another app which lets you plan your travel.

2. Oppo V/S Vivo Amid intense competition in the smart-phone industry, Deepika and Ranveer are seen endorsing Oppo and Vivo respectively.

3. Kotak Mahindra V/S Axis Bank In the banking space, Ranveer Singh was appointed as the brand ambassador of Kotak Mahindra Bank earlier this year, while Deepika Padukone has been the brand ambassador of Axis Bank since 2014.

4. L’Oreal V/S Head & Shoulders Deepika, in 2017, was announced as the global ambassador of beauty brand LOréal Paris, joining the likes of Jane Fonda, Blake Lively, and Aishwarya Rai Bachchan. Whereas, Ranveer became the face of anti-dandruff hair-care brand Head & Shoulders in 2016.

5. Asian Paints V/S Nerolac Deepika Padukone has been closely associated with Asian Paints, while Nerolac Paints roped Ranveer Singh as their brand ambassador.

Now, this raises a question; will their past associations affect their future endeavors together? We think not. According to us, between Deepika and Ranveer, there could be three entities, two of them would represent both of them individually and one together as a power couple. The stars could then continue their individual endorsements and take up new businesses together.

Both Deepika and Ranveer have a strong individual impact on consumers and the wedding will only scale up their brand value as a couple. For brands that are trying to target young married couples and youth alike, the combined brand value of DeepVeer would prove to be a very lucrative and tempting opportunity.

Ranveer and Deepika have a combined following of close to 90 million fans on social media. They are the new celebrity royalty couple after Virat-Anushka, we can expect to see them coming together to endorse brands in the clothing, jewelry, fitness, luxury, and home products space

 

(The author is the Co-Founder and CEO of Chtrbox)

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

Co-Founder and CEO of Chtrbox

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Laqshya Media Group partners with Comkeys, France

The business will take the form of a strategic alliance bringing Mediakeys brand to India, leveraging Laqshya Media Group’s local resources and Comkeys international resources

exchange4media Staff 3 days ago

Laqshya media

Laqshya Media Group announced a strategic alliance with Comkeys, a leading independent international communications group. Together they will bring, Mediakeys to the market. Mediakeys is a specialised international media exchange which works with brands to fulfil and execute across international media budgets.
 
Out of Home is a $29 billion market, accounting for approximately 6 per cent of the $500 billion global advertising spending. As per a study by KPMG in India and Google, global cross-border B2C e-commerce is set to rise at 25 per cent CAGR to approximately USD1.5tn in 2022 and thus Indian brands are now looking at international markets.
 
With the consumerism and mobility among Indian audiences riding high, the OOH market is busy and bustling. Advertising expenditure in the outdoor media market, such as billboards and transit advertising, is set to soar this year, clocking 15 per cent growth year on year. Since it cannot be skipped by consumers or blocked in outdoor environments, the out-of-home (OOH) medium has remained the core channel to reach mass urban audiences.
 
Alok Jalan, Managing Director, Laqshya Media Group said, “The OOH industry is ever evolving, and we have to change according to our clients ever changing needs. Like any other advertising medium, you can’t turn it off or turn the page or throw it in the bin. You can't beat outdoor for sheer audience size, even a handful of strategically placed hoardings can get market penetration that beats any major event! Also, outdoor is high-impact as well as low-cost and they convey the message day or night and rain or shine. To stay ahead of the times, we are privileged to partner with a big international agency like Comkeys SAS of France to bring Mediakeys to India. We will start this engagement with Mediakeys in November 2018.”
 
Speaking on the partnership, Paul Cahierre, Founder and CEO, Mediakeys said, “India is a strategically very important market for us and our clients. We have been long considering our options to enter this market. Laqshya provides us with the best in class capabilities to further support our growth in the region and to develop growing sales for Indian brands outside of India.”
 

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