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Nadia Chauhan tops IMPACT's list of 50 Most Influential Women, 2018

Parle's Chauhan has jumped 11 places from her position on the list in 2017 to claim the top spot

e4m by exchange4media Staff
Published: Mar 23, 2018 8:59 AM  | 10 min read

Nadia Chauhan, Joint Managing Director & Chief Marketing Officer, Parle Agro, has topped IMPACT’s 50 Most Influential Women in Media, Marketing and Advertising List, 2018 owing to her contribution in contemporising Parle Agro products and moving them towards market leadership. Chauhan’s marketing acumen has led to the brand taking on faces like Shah Rukh Khan, Priyanka Chopra and recently Salman Khan as brand ambassadors.

The revamping of Frooti as well as Appy Fizz that made the products much more edgy, happened under her leadership. The brand claims to be the only global Indian F&B company today. Chauhan has jumped 11 places from her position on the list in 2017 to claim the top spot.

Chauhan said, “Thank You Impact and exchange4media for this honour. I remember the day when I joined Parle Agro, almost as if it was yesterday. Frooti and I are coincidentally as old as each other and we have grown together as best friends. I encourage you all to do more of what scares you, more of what pushes the limits and do more of what isn’t being done.”

Anupriya Acharya, CEO, Publicis Media India, who also features at the top of the list, said, “I am extremely elated. Seven years back when it (the awards) was started, it was a new thing in the industry. This year, we are celebrated among the top 10 list, which is fantastic. I want to thank my mother, my colleagues and my organisation but I must say there has been a remarkable improvement in the rankings in the last two years for which I must thank my organisation and the people who were there to help.”

Some of the other names at the top of the list this year are Tanya Dubash, Executive Director & Chief Brand Officer, Godrej Group, Priya Nair, Executive Director, Home Care, Hindustan Unilever Ltd, Kalli Purie, Vice Chairperson, India Today Group, Ekta Kapoor, Joint MD and Creative Director, Balaji Telefilms, Sonali Dhawan, Marketing Director, P&G India and Fabric Care Unit Head, Indian Sub-continent, Malishka Mendonsa, RJ, Actor and TV Host, Nandini Dias, CEO, Lodestar UM and Geetu Verma, Cluster VP, Marketing - Foods, South Asia, Unilever.

Expressing her happiness, Sonali Dhawan said it felt great that she was being recognized for her work. “It feels really good, I have been coming here for a few years now. I love this event because of its validation, recognition of the great work in the industry,” she added.

Malishka Mendonsa echoed the sentiment, saying that nothing can stop her after this award. "It's absolutely fantastic. Last year was the first time they asked me if I want to nominate myself or is there someone else I would like to nominate. Thank you Impact Top 50 Women list for inspiring us. I believe nothing can stop me after this award,” Mendonsa said. 

Nandini Dias praised Impact for its initiative of awarding women achievers. "It was great that Impact had been doing this for seven years. It brings 50 disparate women together, which is a great thing. It's a great initiative,” she said. 

For Gayatri Yadav, it was an  honour  to be in the illustrious list. "This one is for all the young women leaders who will take over the world!,” Yadav said.

Anita Nayyar felt fabulous about it. “We have been on the list since the beginning. It is something that I am giving to myself because I have worked very hard to be recognized as an achiever by an eminent jury and by Exchange4media. It's been a great honour, ” she said.

Sonia Huria said, “I truly feel amazing because this year has been hectic. It's even more special because you get nominated among such great leaders, some you work with and some of them are your mentors so it's truly amazing from that standpoint. Communications is finding its space in the Top 50. It is niche profile. Going by the way advertising, media and marketing take the centrestage, communication is now being recognized on a platform like this. I am extremely grateful to this jury, exchange4media and the Impact team for giving it its place of pride."

Megha Tata, Chief Operating Office, Business Television India (BTVI), said, “It's wonderful and it's yet another year of acknowledgement. I truly thank the entire jury who thought of me being worthy to be part of the list so I am very excited. Thank you.”

There are 17 new entrants to the list. Also, the jury has chosen nine women achievers as the Women to Watch Out for, in addition to the list of 50 Most Influential Women 2018.

The list was put together by a jury of most esteemed industry leaders, led by Sam Balsara, Chairman and MD, Madison World. Other eminent names on the jury this year were Sonal Dabral, Vice-Chairman and Group CCO, Ogilvy & Mather India, Bhaskar Das, Executive President, Dainik Bhaskar Group, Punitha Arumugam, Entrepreneur & Digital Evangelist, Gurmit Singh, Vice President & MD, India, Yahoo (Oath), Pradeep Dwivedi, CEO, Sakal Media Group, Tarun Rai, CEO, J Walter Thompson India, Roma Balwani, Director, Strategic Resources Group and Ashish Sehgal, COO, Zee Unimedia.

Summing up the jury process, jury chair Sam Balsara said, “We are doing this for the seventh year in succession. This time, we had an almost all-new jury. I am the only continuing factor. So that helped bring in a lot of new names from a lot of new areas into the consideration set. We have just now finalized the list of 50 out of which 17 are new names. So you can see that we live in a dynamic world and women are doing quite a bit to make their presence felt in the industry.”

Commenting on the list, Annurag Batra, Chairman and editor-in-chief of BusinessWorld and the exchange4media Group, said, “The Advertising, Marketing, Media and communication industry that IMPACT serves has lots and lots of women leaders at all levels. However, we still have a long way to go. In India, JWT is led by a gentleman. Ogilvy is led by a gentleman. TOI is led by a gentleman. Star TV is led by a gentleman. Zee TV is led by a gentleman. GroupM is led by a gentleman, and Madison is also led by a gentleman. I would like to see all these companies and iconic businesses to be led by women. Each of the women on the 50 Most Influential Women List have a story and an identity which is much beyond work. Today, we salute and celebrate these super women.”

Past toppers of IMPACT’s 50 Most Influential Women List include Malini Agarwal, Founder & Creative Director, MissMalini Entertainment (2017), Ekta Kapoor, Joint Managing Director and Creative Director, Balaji Telefilms (2016), Kirthiga Reddy, then Managing Director of Facebook India (2015), Rama Bijapurkar, market strategy consultant and acclaimed business author (2014), Shobhana Bhartia, Chairperson and Editorial Director HT Media Group (2013) and Vinita Bali, then Managing Director of Britannia (2012).

The seventh edition of IMPACT’s 50 Most Influential Women list was unveiled in Mumbai on Thursday at a high level industry gathering. The presenting partner for the event was &tv and it was co-powered by ABP, while TLC was the co-Gold partner and Modi Motors was the Luxury Auto Partner.



















































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































Sr. No NAME DESIGNATION RANK
  Nadia Chauhan Joint Managing Director & Chief Marketing Officer, Parle Agro Pvt. Ltd 1
  Tanya Dubash Executive Director and Chief Brand Officer, Godrej Group 2
  Priya Nair Executive Director & VP – Home Care, Hindustan Unilever 3
  Kalli Purie Vice Chairperson, India Today Group 4
  Ekta Kapoor Joint Managing Director and Creative Director, Balaji Telefilms 5
  Sonali Dhawan  Marketing Director, P&G India and Fabric Care Unit Head, Indian Sub-continent 6
  Malishka Mendonsa Radio Jockey at 93.5 RED FM 7
  Anupriya Acharya CEO, Publicis Media India 8
  Nandini Dias CEO, Lodestar UM India 9
  Geetu Verma Cluster VP Marketing - Foods, South Asia, Unilever 10
  Navika Kumar Managing Editor- Politics, Times Now 11
  Faye D'souza Executive Editor, Mirror Now 11
  Anuradha Aggarwal Chief Marketing Officer, Marico Limited 12
  Suparna Mitra CMO, Watches and Accessories, Titan Company Limited 13
  Deepika Tewari Head of Marketing, Jewellery Division, Titan Company Limited 14
  Gayatri Yadav President of Consumer Strategy & Innovation, Star India 15
  Malini Agarwal Founder & Creative Director, MissMalini Entertainment 16
  Preeti Reddy President of Kantar IMRB & CEO, Kantar Insights, South Asia  17
  Bindu Sethi Chief Strategy Officer, JWT India 18
  Ashwini Deshpande Co-founder, Director, Elephant AD Pvt Ltd 19
  Kainaz Karmakar Chief Creative Officer, Ogilvy India (West) 20
  Shereen Bhan Managing Editor, CNBC TV18 21
  Prema Sagar Vice Chair, Burson-Marsteller Asia Pacific & Founder, Genesis Burson-Marsteller 22
  Abanti Sankaranarayanan Chief Strategy and Corporate Affairs Officer, United Spirits Ltd & Chairman, ASCI 23
  Manisha Sharma Head of Programming - Colors, Viacom18 24
  Sapangeet Rajwant Digital & Marketing Head - Colors 24
  Lara Balsara Vajifdar Executive Director, Madison World 25
  Prathyusha Agarwal  Chief Marketing Officer, Zee Entertainment Enterprises Limited 26
  Vanita Keswani CEO, Madison Media Sigma 27
  Delna Sethna Chief Creative Officer, Law&Kenneth Saatchi&Saatchi 28
  Nina Elavia Jaipuria Senior Executive Vice President & Head - Kids Entertainment Cluster, Viacom 18 29
  Tista Sen Senior Vice-President & National Creative Director, JWT India 30
  Ritu Dhawan CEO & Managing Partner, India TV 31
  Gunjan Soni Chief Marketing Officer and Head, International Brands Business, Myntra and Head of Jabong 32
  Hephzibah Pathak Global Brand Director and Board Director, Ogilvy and Mather India 33
  Anurradha Prasad Chairperson & Managing Director, B.A.G Films and Media, Chairperson, AROI 34
  Raji Ramaswamy CE0, Contract Advertising 35
  Neena Dasgupta Chief Executive Officer, Zirca 35
  Anita Nayyar CEO, India & South Asia, Havas Media Group 36
  Himani Kapadia CEO, SapientRazorfish & DigitasLBi, India 37
  Virginia Sharma Director- Marketing Solutions, Linkedin 38
  Babita Baruah Managing Partner, GTB India. Global Team Blue/ WPP 39
  Meenu Handa Director, Corporate Communications, Google India 40
  Shweta Rajpal Kohli Country Director - Government Affairs & Public Policy, India & South Asia, Salesforce 41
  Mythili Chandrasekar National Planning Director, J. Walter Thompson 42
  Swati Bhattacharya Chief Creative Officer, FCB Ulka 43
  Aparna Bhosle Business Cluster Head – Premium and FTA GEC Channels, Zee Entertainment Enterprises Ltd 44
  Minari Shah Director- PR, Amazon 45
  Vasuta Agarwal General Manager, India Business, InMobi  46
  Shalini Raghavan Chief Marketing Officer, Consumer Products Division, L’Oréal India 46
  Valerie Pinto Chief Executive Officer, Weber Shandwick, India 47
  Megha Tata Chief Operating Office, Business Television India (BTVI) 48
  Madhu S Dutta Head Marketing - Raymond Limited 48
  Sonia Huria SVP & Head, Communications & CSR, Viacom Media Pvt. Ltd 49
  Deepali Naair Chief Marketing and Digital Officer, IIFL Investment Managers 50
       
  Women to watch out for    
  Akshaara Lalwani CEO and Founder, Communicate India  
  Anita Kotwani Leader, Client Leadership, Mindshare West  
  Avani Davda CEO, Godrej Nature's Basket  
  Madhu Chibber CEO , Madison PR  
  Mayoori Kango Managing Director, Performics.Resultrix, Publicis Media  
  Meera Iyer Head - Marketing, bigbasket.com  
  Pooja Jauhari CEO, The Glitch  
  Ritu Gupta Marketing Director, Dell India  
  Swati Mohan Business Head India, FOX Networks Group   

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Sleepy Owl's new social media manager is a real hoot

The brand's mascot The Owl will be undertaking social media duties to create engaging content for the Sleepy Owl community

By exchange4media Staff | Dec 8, 2022 3:15 PM   |   2 min read

SLeepy Owl

Coffee brand Sleepy Owl has made a transitional change to its social media handles with the appointment of their brand mascot, “The Owl'' as the new Social Media Manager. The mascot was first seen in August’ 22, through the recent brand campaign and will now be seen changing the avatar of the brand's social media.

The Owl will be responsible for creating engaging content for Sleepy Owl's social community, providing different forms of entertainment and being the new face of the brand across digital platforms.  

The scene was set for The Owl to take over after Sleepy Owl’s social media team unanimously made the decision for the new hire. With character traits of being bold, sassy, honest and fun, The Owl is set to spearhead the brand’s social media, bringing in a fresh take on the brand’s media channels. We can be assured to see some of The Owl’s signature dance moves, playful banter, witty hacks and interactions with fellow employees.  

Commenting on this transition Ashwajeet Singh, co-founder of Sleepy Owl said, ”Social media is important to us as it is a great platform to not only keep our followers updated but to also develop a connection with them. By having The Owl on our digital space, we hope to engage with our audiences in a more authentic and bold way. We would like for The Owl to have a more prominent presence across our channels and campaigns with the intention of bringing some humor and entertainment in a unique way for others to experience.”  

Known for creating a buzz, as seen in Sleepy Owl’s recent brand campaign, The Owl brings a unique approach to content creation and engagement. As the new Social Media Manager, The

Owl promises to uphold the content standard built by its predecessors, but in a new and unconventional way.  

Besides social media, Sleepy Owl also intends to have their mascot be present at offline events and other key activations. The brand hopes for The Owl to become relevant to its audiences, through its antics, banter and hacks, with plans to make the mascot’s appearance more frequent, going forward.

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OPPO and HOTD find great resonance with the youth: Damyant Singh Khanoria

OPPO’s CMO Damyant Singh speaks to e4m on the recent collaboration with the popular show House of the Dragon and how reading consumer behaviour helps with better performance

By Nilanjana Basu | Dec 8, 2022 2:43 PM   |   3 min read

damyant singh khanoria

As Game of Thrones’ prequel House of the Dragon gained traction among audiences and critics, various brands took interest in collaboration with this big franchise. House of the Dragon takes the story back 175 years from the birth of Daenerys Targaryen and tells the epic tale of the fall of the Targaryen dynasty. This show became extremely popular and brands like OPPO found it a great way to collaborate and use fandom marketing to increase their customer engagement.

OPPO’s Chief Marketing Officer, Damyant Singh Khanoria speaks to exchange4media about the launch of their new OPPO Reno8 Pro House of the Dragon Limited Edition Set and how fandom marketing is a great way for customer engagement.

What kind of demand does OPPO expect from this collaboration?

As a successor series to the Game of Thrones, HOTD enjoys global fandom. OPPO has always found great resonance with the youth, and we share this common DNA with the House of the Dragon fans. Our OPPO Reno8 Pro House of the Dragon Limited Edition Set allows us to reach out to our young users in yet another way that is both fun and memorable. With this collaboration, OPPO is tapping into our customer base that is connected to their favourite show through such merchandise.

What marketing medium and advertising was used to endorse the limited edition set?

As a consumer-centric brand, we at OPPO India create different touchpoints through which we stay connected to our consumers. During the ICC World Cup, we promoted our HOTD unboxing video and later amplified it on TV and YouTube. It was well-received by viewers and resulted in 150 million+ impressions and over 40 million views.
Similarly, for the limited edition set, we have kick-started our campaign by sharing snippets of the collaboration across our social platforms.


When and how is the launch of this expected?

We kick-started our campaign with a mystery “UNLEASH THE DRAGON” Twitter bio on our @OPPOIndia handle. We then revealed the much-awaited OPPO Reno 8 Pro House of the Dragon Limited Edition Set, and we will now take this conversation to members of the influencer community who love the HOTD as much as we do.
OPPO Reno8 Pro House of the Dragon Limited Edition Set will be available on Flipkart for INR 45,999 starting 13th December 2022. The fans will be able to pre-book the Limited-Edition Set starting 8th December 2022.


Does OPPO see leveraging fandom for a Consumer Product Successful? What feature differences will this limited edition have?

As a consumer-centric brand, we must ensure that our connection with consumers goes beyond just our products. Therefore, studying consumer trends and identifying a common topic of interest is paramount. This, in turn, increases brand preference and helps build a stronger brand community.

This India-only limited-edition set will include the Glazed Black variant of the OPPO flagship, Reno8 Pro 5G. The device comes with OPPO’s proprietary MariSilicon X chip for improved low-light 4K videography, a 4500mAh battery with 80W SUPERVOOC flash charging, and the MediaTek Dimensity 8100 Max 5G SoC.

The limited-edition set also includes House of the Dragon-themed accessories such as a unique phone case, SIM ejector pin, keychain, phone holder, and a collectable dragon egg. Fans will also get a special-themed scroll with a message that anoints them with the epic saga of House Targaryen.

The brand thought behind the partnership?

As a youth-centric brand, we at OPPO always ensure our collaborations/ partnerships have a larger meaning that creates a stronger bond between us and the consumer. When we were studying the recent consumer trends, we realised that our love and excitement for HOTD were at-par with that of the consumer. Keeping this in mind, we worked towards bringing the best of technology and entertainment together with this partnership.

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CII-KPMG: CTV in India in only 10 mn homes; scaling to be impacted by infra challenges 

Fiber internet connectivity, which empowers connected TV, is currently severely limited in India, standing at 12-14 million homes

By exchange4media Staff | Dec 8, 2022 10:10 AM   |   2 min read

connected TV

The subject of connected TV has generated immense hype across various stakeholders of the media ecosystem with many making bold projections about its expansion in India. The truth of its real presence among Indian homes has been unravelled in the widely acknowledged industry reports by FICCI-E&Y and CII-KPMG. Both reports have estimated its reach at 10 million homes, which is less than 5% of India’s TV universe.

The low penetration of wired broadband connections among Indian homes had raised concerns and apprehensions on the scale of connected TV, further accentuated by tall claims made by walled gardens. While smart TVs account for about 90% of new TV shipments, their conversion to connected TV is contingent on the availability of high-speed internet, which is limited to only 7% of Indian homes currently. As per TRAI, the total internet fiber homes, which can deliver speeds above 10 Mbps in India stand at a mere 12-13 million. For CTV to scale in India, high-speed internet connectivity is a massive challenge in addition to low CTV penetration. Simply put, the increase in Smart TV purchases in India does not indicate a proportionate conversion into connected TVs.

To add issues of low penetration and lack of infrastructural capabilities, the absence of cost arbitrage for OTT platforms vis-à-vis pay TV subscription is likely to keep the connected TV growth modest as opposed to its exponential expectations. With minimal cord-cutting expected in the next five years, as per the recent report by CII-KPMG, bold industry projections of CTV reaching 40 million by 2025 is a distant possibility.

For advertisers looking to target premium audiences, the scale at which CTV is operating in India is minuscule if compared to HD TV, which currently stands at over 50 million as per BARC. Viewer experience of genres like live sports is severely hampered on connected TV with a significant lag compared to live feed available on linear TV. Global trends around connected TV are not indicative of the near future in India and as it stands, it seems like the platform will be playing catch-up to its direct competition.

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Marketing 2023: What's hot, what's not

Purpose-driven communication, customer-centric approach, and more use of social commerce are some of the trends that will rule 2023, say experts

By Tanzila Shaikh | Dec 8, 2022 9:09 AM   |   9 min read

marketing

The marketing world moves at light speed. Brands have to constantly evolve and adapt to keep up with the ever-changing preferences of their customers and are forced to come up with new strategies every year. Adding to the complexities of the sector has been the Covid pandemic that has changed the marketing rulebook completely in the past two years. So, as 2022 comes to an end, we look back at all that made noise in the marketing sphere this year, as well as the trends that will define the coming year.

 

2022 Wrapped 

Year 2022 was the year of normalcy coming back after two years of Covid-induced constraints. Brands which had completely shifted their ad and marketing spends to digital gradually returned to the traditional mediums of reaching people while still making noise on online platforms.

For Shanshank Srivastava, Executive Director at Maruti Suzuki India Ltd, the explosion of digital marketing was one of the biggest trends of the year.

“Our efforts in the digital marketing front were at par. We were earlier using digital marketing for the lower funnel, but now we have started using it for the upper funnel as well. It is working well when it comes to brand awareness and that has encouraged us to invest more in it. It has created a great impact on the conversion rate with respect to the hyper-local programme that we’ve started,” said Srivastava.

He shared that they are majorly depending on first-party data which will help them to personalize their services and this will continue in the coming year as well. 

A senior marketer from a prominent edtech platform another important trend in 2022 was data tracking. He shared that analytical tools have helped them greatly to touch their target group in the last year. 

Talking about the role played by technology in the year, Sanjeev Jasani, COO, Cheil India, shared that 2022 saw AI impacting advertising in a big way. “We saw a number of MarTech & AdTech solutions using AI to help brands connect better with their audiences. We even saw the impact of AI on content, making it simpler for brands to develop and distribute digital video content,” he said.

“Speaking of content, this was another successful trend that took off. We saw a lot of brands shifting to video content and focusing on their video marketing strategies. And finally I feel e-commerce took off. With a lot of brands focusing on building a D2C strategy and also trying to leverage social commerce, this place has started to heat up,” he added.

Marketers further share that celebration of diversity and inclusivity is one of the big things in today’s time. Having a sense of community is what people look out for.

Said Umashan Naidoo, Head of Customer at Beauty At Trent Ltd (fashion brand of Westside), said “In 2022, we launched initiatives such as Nuon X, One size fits all, and Limitless – all of which celebrate women and their curves. We are really proud of building a community through this and we look forward to developing similar campaigns that motivate consumers to be outspoken and feel good about themselves in the future. Westside is not just a space to sell but to engage and build a community.”

 

The way forward

Talking of 2023, marketing experts say technology will be the clear leader, helping brands to channel creativity to its full potential. Industry watchers also say that in-person experience will be appreciated more in the coming year.

 

Social commerce

According to Ajay Maurya, Head of Marketing at Fastrack, one of the leading trends that will catch up in 2023 is social commerce.

“Through social commerce, it is easier for businesses to enable quick conversions. Technology has made direct marketing and direct selling easier.”

Customer-centric approach 

Omni-channel approach is one that has emerged in 2022 and will pick up in 2023, shared Sambit Dash, Partner, RPSG.

“The approach is customer-centric. It makes the brand available wherever the customer shops - online or offline. Whether it is a social media platform, a multi-brand outlet, Amazon or the brand’s own website or even WhatsApp, everything is going to serve as a retail outlet,” said Dash.

“The biggest drivers for ecommerce growth will be Tier 2 and 3 cities. These places are home to aspirational millennials aware of brands, trends and needs, but under-served by physical retail. They will feature prominently on the horizon of online brands.”

He further said, “The third trend, and a potentially impactful differentiator for the brands that can build it up, will be the growth of communities. We are already witnessing how enterprises, D2C startups, influencers and SMEs are building communities based on hobbies, preferences or other sentiments. These communities are thriving with two-way communication between brands and buyers. That’s going to become bigger in 2023.”

“Lastly, brands are already experimenting with ultra-short format videos, and I expect that there will be a much wider use of short 6, 10, and 15-second videos for telling brand story instead of just display an offer. These videos will tease customers and push them into connecting with the brands,” he added.

 

Increasing tactics to create credibility 

On a different note, Ajeeta Bharadwaj, Chief Strategy Officer, Wondrlab, said, “The past few years have seen many categories explode with choices. New brands have launched and quickly scaled up, old brands have launched new lines. Now the battle is for the consumer’s mind, not just his wallet. That’s why I think that 2023 will see a returning focus on brand building.”

“Brand trust will also become an important currency. A lot of new studies are showing the direct role that brand trust plays in positive consumer behaviours ranging from purchase to advocacy to defending the brand. Building brand trust means that the brand’s core purpose and working, needs to be communicated through everything that it says and does. So while brands continue to use different consumer engagement platforms, the focus will no more be on saliency at any cost, it will be on generating brand trust and brand love.”

“The second trend that will gather force in 2023 is that the so-called ‘back-stage of the brand’ will come more and more into the limelight. It won’t be just the product, but the company behind the product, the founders, the product philosophy, the way the employees are treated; all these will influence consumer behaviour. The fact that we are already seeing more and more founders feature in their brand’s communication or come before their consumers in some other capacity is evidence to the fact that personal credibility will rub off on the brand’s credibility.”

At the recently held, e4m-INCA Influencer Marketing Conference, finance influencer Sharan Hegde also spoke about company’s stakeholder’s being the face of the company helping them to create more credibility amongst the consumers.

 

Leveraging Technology

Vivek Nair, Head - Brand Strategy & Marketing, Log9 Materials, feels voice-driven marketing coupled with data-driven personalization will prove to be a game changer in 2023 and beyond.

“With increased data getting accumulated, personalization will prove to be a make or break factor across various product categories. Thanks to Alexa, Siri and Google, from household widgets to luxury cars, everything awaits your voice command. The second trend is seamless integration between physical and digital touchpoints to continue to evolve in order to ensure the customer stays on from the point of discovery to the point of purchase.”

The third trend, feels Nair, will be further exploration of Metaverse.

“The new-found universe wasn’t just about a glam experience. From product concept testing to larger-than-life experiences, brands will continue to explore the Metaverse in 2023, as it stands at the crossroads of multiple online and offline customer experience touchpoints.”

 

Purpose-Driven Marketing

Nair also said that purpose driven-marketing is the way forward. He said,

“Purpose will continue to trump everything. With the GenZ proving to be the loudest influencers, brands will continue to look to their north-star and make their reason of existence the fulcrum of every story narrated. The brand purpose will manifest across each touch point encompassing communication, experience and transaction. Climate change will find its due space amidst pitch decks and brand briefs. Though an overused word, sustainability will increasingly prove to be a differentiator between the ‘brand I like’ and ‘brand I will buy from’. From business strategy to the way products are manufactured, consumers today do not just flip the package to look for price but to also see how the product was manufactured and brought to them.”

 

Meme marketing 

Meme marketing has becoming an integral part of brand communication as it relates majorly with the younger generation, and it will only evolve in 2023.

According to Piali Dasgupta, Senior Vice President – Marketing, Columbia Pacific Communities, “Meme marketing, led by food delivery apps such as Swiggy and Zomato along with Netflix, creator-led marketing initiatives, causevertising (ie, brands backing an important social cause, such as Dove’s #StopTheBeautyTest, the Cadbury Diwali ad or the recent Bournvita #forcedpacks campaign), testimonial-led performance ads by D2C brands”

She further said that Gen-Z is an extremely smart lot and is very environmentally cautious.

“So brands should be authentic and have the right intent. To win over Gen z customers, companies need to believe in doing good for the earth instead of just chasing profits. Also, don’t be preachy. That never sits well with the under-25 audience.”

Shobha Vasudevan, Head - Enterprise Communications and PR, Dell said, “Devising a strong strategy is the most efficient way to not only communicate the brand’s overall messaging, but also ensure that these messages reach the people in the most interesting, relatable, and easy-to-understand formats. Currently, communication technologies are enabling out-of-the-box ideas for brands to reach their target audiences. Be it AI, VR, or a metaverse event - with audiences responding well to impactful campaigns, technology-driven communication is set to become competitive. For brands who want to see success for their campaigns, leveraging new trends would be critical. While conventional tactics are helping, they do have their limitations in the current age of communications.”

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e4m-Content Jam 2022 today: Industry leaders to talk about ‘The Next in Content’

The conference will be followed by Indian Content Marketing Awards 2022

By exchange4media Staff | Dec 8, 2022 8:38 AM   |   3 min read

Content Jam

Digital transformation has emerged as a critical criterion for brands to reach the right consumers at the right moment. To shed light on the latest developments in the world of content marketing, exchange4media is hosting e4m-Content Jam 2022 today, December 8, in Mumbai. The theme of the event is - ‘The Content Economy – Defining ‘The New Creative’. This is the sixth edition of the conference.

Hoopr is the Co-Gold Partner for the event, while Associate Partner is Word.

The conference takes us on the journey of ‘The Next in Content’, with leaders who are paving the future of content through their expertise and collaborations. Industry heads will come together to discuss the crux of Content Marketing and share insights on how digital transformation has propelled the growth of content.

Content Jam is e4m’s conference on content marketing, bringing together brands, content curators, agencies, filmmakers, and influencers to discuss, decode and celebrate great content. These great minds will decipher what makes a great content marketing strategy in a competitive environment.

Mayank Bathwal, CEO- Aditya Birla Health Insurance, will kickstart the event with his keynote address on ‘How the BFSI sector is using marketing effectively to get millions of people to insure their lives’. Next is a panel discussion on the topic ‘The roadmap to create value for brands: The power of creation, co-creation & collaboration’. The panellists will be – Abhishek Gupta, Chief Marketing Officer- Edelweiss Tokio Life Insurance; Amit Sethiya, Head of Marketing- SYSKA Group; Esha Nagar, Managing Director – Nepa; Naveen Murali, VP - Head of Marketing – Pepperfry, and Samyukta Ganesh Iyer, Vice President and Head of Marketing - Kaya. The session will be chaired by Makarand N, Vice President: Content+, Mindshare.

The next session will see Zubin Dubash, COO, ShemarooMe and Digital Business, speak on the topic- Why Regional is a Must-Ride Wave for Every Brand?

Another panel discussion will be on ‘The Future of Content: Emerging Technologies’ and to talk about the same will be Chandan Kumar, Senior Vice President-Marketing - Brand Design, Strategy & Communication- UltraTech Cement; Gagan Agarwal – Brand Head, Ageas Federal Life Insurance; Gaurav Dagaonkar, Co-founder and CEO - Hoopr.ai; Geetanjali Kothari, Head - Marketing and Corporate Communication - Bharti AXA Life Insurance; Pooja Sahgal, Chief Marketing Officer- Raymond Consumer Care and Priyanka Salot, Co-Founder, The Sleep Company. The panel will be moderated by Niraj Ruparel, Head-Mobile & Emerging Tech - GroupM India and Emerging Tech Lead - WPP India.

The conference will also have a keynote address by Geetika Mehta, Managing Director- Hershey India, on ‘Celebrating Togetherness with brand Hersheys’.

The last session for the day will be a Quora session on the topic - Leveraging the Power of Intent and Curiosity - with Anati Zubia, Head of Marketing, Quora.

The event will be followed by the Indian Content Marketing Awards 2022. The awards provide recognition to outstanding content marketing campaigns and content makers who are doing magnificent work in the domain. This is the seventh edition of the awards.

Click here to register: https://e4mevents.com/webinar/ContentJam-ICMA/register

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‘Linear TV continues to be dominant in the middle & bottom of the pyramid’

Harsh Deep Chhabra, Senior Vice President, Mindshare Fulcrum shared key trends about performance marketing on TV at a summit hosted by GroupM's Finecast

By exchange4media Staff | Dec 8, 2022 8:26 AM   |   3 min read

TV

Be it advertisers, broadcasters or agency people, they all rely on the four pillars of Consumers, Business, Ecosystem and Shareholders, remarked Harsh Deep Chhabra, Senior Vice President, Mindshare Fulcrum, at the ‘Addressable TV and Beyond’ summit hosted by GroupM's Finecast on Wednesday. He was speaking on ‘Performance Marketing on TV - an FMCG advertiser perspective’.

Chhabra explained that the most important pillar was the consumer. "We need to understand consumer habits as per the medium – demography, geography and the psychographic level. Irrespective of whether we are an advertiser or a media owner, this is what we are eventually chasing."

“We need to make sure that our brands look at the demography or the geography, while considering penetration, mind measures or market share,” he added.  

According to Chhabra, the third most important pillar in the entire ecosystem is to get to that consumer from a business standpoint. He went on to say that the industry needs to increase adoption of whatever is available to media owners, whether it's data, content or regular inventory. 

Eventually, it is the shareholders that everyone is answerable to, he said. “They care about future proofing deliveries and making sure that we are able to meet up on target. So, these are the four pillars of our business and this is what we should actually care about.” 

Chhabra went on to say that consumers have now taken to mediums that are addressable, and that's changed the scenario a lot, as far as other pillars are concerned. 

“The most important thing is that they're not going off media, they are actually spending more time on media, it is just a form of consumption, which is changing. So, video inventory is available for an advertiser today to reach out to these audiences.”

There are nearly 80 million cord cutters, Chhabra pointed out. “Cord cutters and shavers now stand at 75% in NCCS A. They are either not consuming linear TV at all, or are light consumers of the medium. But TV is still the most dominant medium.” 

In NCCS BC, which is at 82% penetration as far as television is concerned, the next medium is at 47% and that is where linear TV continues to be important. “It's not that the whole world is shifting to connected TV. Linear TV still continues to be dominant in the middle and bottom of the pyramid. It's the top of the pyramid that is adopting connected TV and other forms of internet.” 

He also shared that consumers of linear TV largely belong to the older age group. “Audiences are moving away from TV. It is a combination of impressions and time spent.” 

Further talking about the business, Chhabra mentioned that advertisers are not interested in purchasing TV GRPs. They are rather interested in selling soaps and shampoos and are concerned with business growth from market to market, he noted. 

 

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RFPIO appoints Michael Londgren as CMO

Prior to this he was associated with Seismic and Google

By exchange4media Staff | Dec 7, 2022 12:56 PM   |   2 min read

Londgren

RFPIO, the response management platform, has appointed Michael Londgren as its Chief Marketing Officer (CMO). 

Londgren is a technology marketing leader with deep executive experience scaling hypergrowth businesses including DocuSign, Google G Suite (now Workspace), and Seismic.

As CMO, he will help shape the company’s overall growth strategy, foster deep company cross-functional and customer-centric alignment, and guide RFPIO’s marketing functions.

Londgren’s vision is to extend the company’s category leadership by focusing deeply on customer needs and journeys, fully articulating RFPIO’s value proposition, and leaning into key growth opportunities in select segments, industries, and geographies.

Most recently, he served as CMO at Seismic where he spearheaded its category leadership in sales enablement while partnering with the sales and product teams to drive increased revenue and bring innovation to the forefront. 

Previously, he worked at Google Cloud where he led marketing for G Suite and helped accelerate G Suite’s growth into enterprises.

Prior to Google, Londgren served as a VP of product marketing and then customer enablement at DocuSign where he helped the company grow from 180 to 2,500 employees and emerge as the eSignature category leader.

“Michael is a strong addition to the RFPIO team,” said Ganesh Shankar, CEO and cofounder of RFPIO. “He brings a wealth of knowledge and experience driving core growth strategies from his previous companies, and we’re already enjoying working with him as we gear up for our next phase of growth.”

“I’m thrilled to join RFPIO at this stage,” said Londgren. “In early discussions with the company, I realized RFPIO’s value proposition extends far beyond just RFPs. RFPIO delivers an industry-leading platform enabling a broad set of mission-critical response use cases in a highly efficient manner. I’m incredibly excited to build upon the company’s value proposition, marquee customer base, and strong positive momentum to extend the company’s overall category leadership.”

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