New skills needed in a new marketing order: Nitin Paranjpe

Nitin Paranjpe, CEO and MD, Hindustan Unilever Ltd, opened the exchange4media Conclave in Mumbai on July 15 with his Keynote Address. Paranjpe held the august gathering in rapt attention as he spoke about ‘Changing Consumers, Changing Business… The New Face of Marketing’. Jagran Group is presenting partner of exchange4media Conclave.

e4m by Ashish Pratap Singh
Published: Jul 18, 2011 8:28 AM  | 4 min read
New skills needed in a new marketing order: Nitin Paranjpe

Mumbai leg of the exchange4media Conclave 2011 got underway at the ITC Grand Central on July 15 with Nitin Paranjpe, CEO and MD, Hindustan Unilever Ltd, delivering the Keynote Address. Paranjpe spoke to a packed hall of audience, which consisted of big names like Dominic Proctor, CEO, Mindshare Worldwide; Mike Cooper, CEO, PHD Worldwide; and Vikram Sakhuja, Chairman and CEO, GroupM, South Asia, among many others. Jagran Group is presenting partner of exchange4media Conclave.

Paranjpe commenced his address by talking about things that one could not do without at present and how they would be irrelevant in 10 years from now. He said that consumers didn’t feel the change, but asked the marketing and media professionals dealing with them to find ways to engage them and to make the change fast enough to address the need of the consumers as we moved forward. Speaking about technology and how it had been changing in the recent past, Paranjpe remarked, “It is not surprising to see how digital has made way into the overall mix of how we communicate with the consumer. At 4 per cent in the Indian market in 2010, it is small, but you know the rate at which it is growing.” He stated that in the UK, the total advertising spend on digital had already surpassed TV and print spends in 2010. According to him, there were some in the Indian market who predicted that such a change might happen sooner than one anticipated.

Paranjpe also drew the audience’s attention to the concern of mainstream media and how its role in building brands and engaging consumers would come down. “Take the example of the digital video recorder (DVR). What this technology does is that it simply provides the power to choose what to watch, when to watch and where to watch. It liberates the consumer from the normal module of being dependent on schedules that are published,” he said. Paranjpe explained that he was thankful that DVRs had made their way into only some homes, because even as they offered tremendous value to the consumers, the consequences of it were quite significant to the advertisers because then the effectiveness of TV advertising became almost zero. He emphasised that the market penetration of DVRs was limited because of the cost factor. If it were to come down, as did the prices of mobile phones and call rates over the last decade, it would mean the death of the 30-second commercial that today’s marketers gave so much importance to. In the possibility of a changing scenario, how companies engaged the consumer and what it would take to do that would also change, he noted.

Further, Paranjpe reiterated the importance of the Internet and the role it would play in shaping consumer behaviour in the near future. “Because the consumer will decide what he wants to watch, when and how, the big implication will call for new skills and new expertise,” he remarked. Adding to that, he said, “Understanding consumers and picking up data and converting it into information and quality analytics will be the differentiator between one company and the other, between success and failure. And while we realise this, I fear that the amount of resources and time we need to be putting into this may not be at the level it needs to be as we move forward.”

Paranjpe concluded his address emphasising on the importance of social media in the context of understanding and reaching the target audience. According to him, why social media had become so large was because of the human need to connect and social media offered an opportunity to do so. It is because in this large world people want to be heard, because every person wants to rise above his anonymity, and social media allows him to express his viewpoint and let other people hear it and see it. “We should not underestimate how deep this desire in human beings is and that is why all of this is becoming so significant. All of us realise and are moving to leverage social media for our brands and connect with our consumers,” he concluded.

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Neeraj Chopra onboarded as brand ambassador for Noise's smartwatches

As part of the association, Chopra will be involved in a robust campaign that entails all touchpoints

By e4m Staff | Sep 25, 2023 8:13 AM   |   2 min read

Neeraj Chopra

Lifestyle tech brand Noise has onboarded Olympic Gold Medalist and Javelin world champion Neeraj Chopra as their brand ambassador for smartwatches. "The respective journeys of Neeraj Chopra and Noise represent that from humble beginnings come great things if one never stops dreaming, persevering, and embracing the Noise within. Neeraj joins the cohort of cricketing legend and youth icon Virat Kohli and Bollywood star Taapsee Pannu to become the face of Noise's celebrated wearables," said the brand about the association. 

Commenting on the announcement, Gaurav Khatri, Co-Founder of Noise said, “We are incredibly excited to welcome Neeraj Chopra, the world champion and hugely inspirational Olympic Gold Medalist to the Noise family. Our prominent position in the realm of smartwatches resonates harmoniously with the path Neeraj has embarked upon to stand as a source of national pride. As we consistently channel our enthusiasm to attune to our inner drive, much like Neeraj, we are confident that our partnership will serve to reinforce our strong bond with the vibrant youth.”

"This partnership between Noise and Neeraj Chopra showcases the mutual dedication to achieving excellence, fostering empowerment, and consistently challenging conventional limits. As Noise maintains its trajectory of innovation and leadership, the role of Neeraj Chopra as a brand ambassador is poised to significantly enhance the bond and trust with the consumers," said the brand in its press release. 

Commenting on the association, Neeraj Chopra said, “I am thrilled to collaborate with Noise, a brand that focuses on innovation. During my conversations to understand what the brand was about, I got the impression that they are determined to push boundaries in their field, and want to inspire the youth through what they do. It is something I can relate to closely, and it’s what makes this association a good one to have.”

Over the tenure, Neeraj will be involved in a robust campaign that entails all touchpoints.

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Apparel Group ropes in Aditya Roy Kapur & Janhvi Kapoor as brand ambassadors for Aldo

Janhvi Kapoor continues her association with Aldo for the second Year

By e4m Staff | Sep 22, 2023 5:56 PM   |   2 min read


Apparel Group India has announced actors Aditya Roy Kapur and Janhvi Kapoor as the brand ambassador for the upcoming collection of their brand - ALDO India.

While Aditya Roy Kapur is joining the ALDO family, Janhvi Kapoor extends her association for the second consecutive year.

Commenting on the association with Aditya Roy Kapur & Janhvi Kapoor, Abhishek Bajpai, CEO of Apparel Group India Pvt Ltd, added “Apparel Group India is thrilled to welcome Aditya Roy Kapur and Janhvi Kapoor into the ALDO family. Their unique style and magnetic presence perfectly resonate with our brand's spirit. Together, we’ll embark on a fashionable journey that celebrates individuality and innovation’’.

Aditya Roy Kapur, shared his excitement, saying, "ALDO has always been the brand that I love and admire so much, & am extremely excited to represent ALDO India. ALDO's dedication to blending style and comfort aligns perfectly with my fashion philosophy. I'm thrilled to be part of a brand that embraces innovation but also sets trends in the world of footwear and accessories. Together, we'll make every step a stylish one."

Janhvi Kapoor, shared her thoughts: "I am thrilled to continue this journey with ALDO India. It's been an incredible experience representing a brand that seamlessly combines style and comfort. ALDO's commitment to innovative fashion resonates with me, and I can't wait to step into the world of footwear and accessories once again, making every fashion statement comfortable and chic."

"Apparel Group India’s collaboration with the dynamic duo, Aditya Roy Kapur and Janhvi Kapoor represents a significant milestone in our journey. Their iconic status and fashion-forward personas align seamlessly with ALDO's commitment to style and excellence. We're excited to witness this partnership elevate the fashion landscape in India and beyond,” said Tushar Ved, President, Apparel Group India Pvt Ltd commented on the association with Janhvi Kapoor and Aditya Roy Kapur.


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Sidharth Malhotra and Kiara Advani come together for Myntra BFF

The couple will feature in a series of festive ad films

By e4m Staff | Sep 22, 2023 2:32 PM   |   4 min read


Myntra has rolled out its latest festive campaign starring Bollywood’s real and reel glamorous couple Sidharth Malhotra and Kiara Advani ahead of their highly anticipated Big Fashion Festival (BFF), the platform’s marquee annual festive shopping bonanza, to be held in October this year.  

Sidharth and Kiara will feature in a series of festive ad films, where the couple will represent various categories as well as the exciting offers during BFF, setting the stage for a truly memorable festive season for the customers.

Set against a warm festive backdrop, these films capture the playful chemistry of Sidharth and Kiara, radiating charm and elegance in their stunning festive outfits. In one film, they are seen playing a festive card game, with Sidharth teasing Kiara about her plans to spend the money won. In response, Kiara playfully mentions that she would invest it in upgrading Sidharth's wardrobe, taking advantage of the fantastic offers on global brands available at Myntra's BFF. In another, Kiara asks Sidharth about his Diwali gift plans for his sister-in-law, to which he cleverly hints at shopping from Myntra's BFF with its enticing international brands on offer. This banter concludes with Sidharth's aspiration to earn the ‘Jiju of the Year' title through this gesture, with Myntra playing an important role in enabling that. These ad films not only highlight the allure of fashion during festive celebrations but also encapsulate Myntra's role as an enabler of these joyful festivities. This visual symphony and heartwarming music leave an indelible mark that reminds us of the enchantment of festivals and the timeless allure of fashion during these celebrations.

Talking about the campaign, Vijay Sharma, Senior Director - Marketing, Myntra, said, “Fashion has always played a critical role in festivities. Any celebration starts by ‘dressing up’ for it. The campaigns bring this insight alive, inviting our audience to put fashion at the heart of their celebrations. And with Sidharth and Kiara celebrating their first Diwali as a newly married couple, we have found the perfect duo to encapsulate the essence of festivities and the role that myntra plays in their celebrations.”

Speaking on this association, Sidharth Malhotra, said,  “Collaborating with Myntra is more than just fashion. There is something special about spreading the warmth and happiness of festivities. This effort will allow us to infuse fashion with the spirit of celebration. It's a wonderful way to kickstart the festive season with style and elegance. This season is all about celebrating together, and I can't wait to embark on this stylish journey with each one of you."

The campaign highlights a gamut of offerings that will be on offers during the Big Fashion Festival. The festive campaign has been launched across digital mediums, with an expected reach of  250+ million. Myntra’s marketing efforts during the Big Fashion Festival includes a bevy of value-offerings for its fashion-forward shoppers. Myntra’s revolutionary social commerce offering will also play a crucial role in amplifying the campaign and MRP construct. 

Influencer power: Over 700+ influencers will create more than 2000 videos, in line with the platform’s offerings, with the aim of achieving over tenfold increase in impressions compared to last year’s activation. The platform is also set to significantly scale Myntra Minis, a short-form video platform on the app, to enhance user engagement and improve shopping experience, with 500+ offer led videos, 100+ hours of video deals, and 10 engaging Mini videos every hour to help customers discover the disruptive deals of the day. 

The integration of tech-led creativity with services like MyFashionGPT, and My Stylist, along with added value offers such as additional 15% off all through BFF on using the Myntra's co-branded credit brand in association with Kotak Mahindra Bank to unlock more value on your festive purchases, are further set to enhance the end-to-end user journey on the platform.

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JSW Group names Neeraj Chopra as brand ambassador

The Olympic and World Champion will be the face of JSW Group’s Steel, Cement and Paints businesses

By e4m Staff | Sep 22, 2023 11:29 AM   |   1 min read


JSW Group has announced Olympic and World champion Neeraj Chopra as its official brand ambassador, thereby extending an already solid relationship with the javelin ace.

This partnership also includes an association with JSW businesses like Steel, Cements, Paints and other Group businesses.

Parth Jindal, Founder of JSW Sports, emphasized, “We continue to believe in Neeraj's extraordinary capabilities, not only as an athlete but also as a beacon of inspiration. His journey resonates with our ethos of pushing boundaries and redefining limits. We are happy to add another significant dimension to our relationship with him.”

Neeraj Chopra, World Athletics and Olympic champion, shared his enthusiasm, saying, “I’ve been a part of the JSW family for a few years now, and the relationship we have shared has been special. It is an honour to now be named brand ambassador for the Group and its companies. The manner in which JSW has supported Indian sport and us athletes, is truly remarkable and the work they have done in this field is an example. I am grateful and proud to represent all that they do in nation-building.”

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‘Mix of human touch & tech can deliver world-class customer experience’

Ruchika Malhan Varma, Chief Marketing Officer, Future Generali India Insurance, engaged in an in-depth conversation about the role of MarTech in BFSI, building personalised connections and more

By Sohini Ganguly | Sep 22, 2023 8:41 AM   |   5 min read


In an era where technology and data reign supreme, the landscape of the Banking, Financial Services, and Insurance (BFSI) sector has undergone a radical transformation. The boom in digitization and the surge in MarTech have reshaped the way financial institutions engage with customers, driving innovation and setting new standards of customer-centricity.

To know more about these advancements, exchange4media spoke to Ruchika Malhan Varma, Chief Marketing Officer, Future Generali India Insurance, who shared how technology-based decision-making has been one of the most significant changes in the sector. “Digitization and MarTech, powered by data-driven strategies across the entire customer journey, play a key role in shaping marketing strategies. This is applicable across the entire customer lifecycle - pre, during and post-purchase,” she said.

Varma also spoke on the company’s digital strategies, upcoming initiatives, reaching different demographics and more.

Edited excerpts:

Where does hyper-personalisation stand in the BFSI MarTech stack today?

It is a significant aspect, in terms of offerings and content, and is made possible by advanced data analytics and AI. Each customer is unique, and so are their needs. With these tools, customization can enhance customer experience, making it more tailored and efficient.

This has also impacted marketers' storytelling abilities. It allows messaging to be more impactful and engaging to leave a lasting impression. It helps in cutting through the clutter in a market that has numerous products or services vying for audience attention.

In this context, engaging influencers has played a vital role in BFSI marketing. They establish personalized connections and effectively convey messages.

In this era of personalisation, what impact do you think the Digital Personal Data Protection Bill will have on marketing in the BFSI space?

The BFSI sector will have transformative changes as a large amount of customer data is recorded by banks and insurance companies, and we will have to reassess data practices to ensure enhanced security.

Marketers will have to align with applicable data protection requirements and recalibrate digital marketing strategies. Caution is needed before choosing digital channels for communication to ensure customer trust and privacy. This will certainly impact the overall cost of doing business.

What would you say is an ideal digital strategy for insurance marketers in the current marketing landscape?

One that delivers results across the marketing funnel, and fetches results in terms of business, brand equity and improved customer satisfaction.

One side of the coin is the customer acquisition strategy. Data-driven human insights are the core here.

The modus operandi is to then leverage these insights to develop propositions, run top-of-the-funnel campaigns that build salience and deliver on brand values, create clutter-breaking storytelling, use influencers to drive engagement, and then run targeted campaigns to drive bottom-of-the-funnel metrics and remarket to those who showed interest.

The other side of the coin is keeping the customers not just satisfied but delighted. To achieve this (retention), it’s important to use a mix of human touch and technology to deliver a world-class customer experience.

How have digital channels played out for you?

It is an undeniable fact that India’s internet consumption skyrocketed during the pandemic and continues to rise. The average Indian spends around 7.3 hours per day on their smartphone —one of the highest in the world. As a brand, we focus on reaching out to our customers wherever they are - on Facebook, LinkedIn, Twitter, Instagram or YouTube.

Moreover, we are constantly striving to drive awareness and consideration for protection products amongst a younger demographic to expand the market, which again makes social media and influencers a crucial part of our media campaigns.

Many of our campaigns, launched on YouTube, sparked conversations online and offline. For instance, FGII’s social experiment videos on diversity and bias against members of the LGBTQIA+ community garnered more than 1 million views each. Our OhMyDog campaign (where we took over cricketer Rohit Sharma’s Twitter handle) was one of the hit campaigns on the internet.

The total digital social reach of the OOH campaign featuring LGBTQIA+ couples for the very first time in India was over 15 crores and we had over 8 crore impressions. Overall, we have seen a 59% increase in website traffic and 24% growth in social media followers in FY 2022-23.

How do you woo the youth, and not lose touch with the older cohort of consumers?

The strategy is based on three key pillars: Content, Culture, and Channel.

In terms of content, the company focuses on messaging that is based on relevant needs that cut across demographics. For example, Future Generali was among the first insurance brands to talk about mental health, an issue that affects people of all ages. Similarly, the company bridged a gap for pet parents by offering medical coverage for pet dogs, filling a need that was not demographically driven.

In terms of culture, we utilize universal cultural cues to connect with customers. We used music as a cultural currency to launch one of our propositions, featuring a rap song sung by Indian rapper Slow Cheetah and Anil Kapoor. The choice of rap was driven by the younger demographic but was enhanced by a popular face that resonated with all demographics.

Finally, coming to channels, we have a strong focus on digital channels, which work well for both younger and older customers. We subsequently differentiate by platforms.

For example, on Instagram, where there are younger audiences, we use reel-based, image-based, quick content backed by a strong influencer strategy. On other platforms such as Facebook and LinkedIn, which help the company engage slightly aged audiences, we use a mix of educational and informational content to drive our messages.

Regardless of age, today’s consumer wants to engage with brands which have a purpose and are not just transactional.

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Medical students get assurance from 'study buddy' Manipal MedAce

The campaign has been conceptualised by 82.5 Communications

By e4m Staff | Sep 21, 2023 4:50 PM   |   3 min read

manipal medace

Manipal Global Education Services aims to make the long and tedious journey of medical students easier with the launch of their new app, Manipal MedAce. The app is designed to act as a support system that helps medical students learn better and prep effectively for PG Entrance Exams. The host of innovative ‘Learn’ (Basic Science) and ‘Prep’ (PG Entrance Exams) features coupled with content curated by experts makes the app stand out as that reliable friend every medical student needs.

The campaign was conceptualised by 82.5 Communications, an advertising agency that is known for its ‘Ingenious Indian Ideas’. The 82.5 team realised that friendships formed in medical school are the lifeline of medical students and translated it into a powerful and relatable piece of communication, ‘In This Together’. It was brought alive through a heart-warming brand film that traces the everyday lives of medical students across India, accentuated by an infectious jingle, ‘I got you buddy’. The brand film shall be followed by 7 short films highlighting the state-of-the-art features of the app, showing how Manipal MedAce is every medical student’s new study buddy for MBBS and PG Entrance Exams prep.

Commenting on the association with 82.5 Communications, Preethi Frederick, Head, Product Development and Marketing, Manipal MedAce said, "We understand the pressure that comes with pursuing an MBBS degree and preparing for a medical competitive exam. And the idea of having Manipal MedAce as a friend who helps the students in their journey was brought alive in a simple and lucid manner. We are glad to partner with 82.5 Communications on this. They were able to understand the ordeals and challenges that the medical students face and come up with a narrative that’ll help Manipal MedAce forge new bonds in their lives.”

Bhavaneet Bhalla, National Head – Strategic Planning, 82.5 Communications said, “The profession of medicine is one where competency is perhaps the only constant. Manipal MedAce roots their existence in the right kind of content enabling the students to THINK right, giving exposure to a complete medical all-rounded education enabling the students to BELIEVE in possibilities across, and providing ammunition to aid students to ACE their curriculum. It’s in it together with every medical student to ensure they ace their every next.”

Naveen Raman, Executive Vice President & Branch Head, 82.5 Communications – South said, “We are thrilled to partner with Manipal Global Education Services, a leader in the field of education, on this journey. After deep-diving into the lives of the students, we were able to cull out insights that gave us the hook in coming up with a narrative that resonates with everyone. We hope this effort bears fruit and Manipal MedAce becomes an integral part of every medical student’s journey.”

Sangeetha Sampath and Ravikumar Cherussola, Executive Creative Directors, 82.5 Communications – South elaborated on the process, “Talking to medical students helped us understand the challenges they faced every day. But what was more interesting was how their friends made the tedious journey a little better. So, ‘In This Together’ is an ode to all the wonderful bonds people make in medical school. We wanted to let them know that now they have a new buddy they can rely on to get through this journey.”

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Andrea Jeremiah to endorse Casagrand Primrose

The company has rolled out a refreshing 360-degree campaign titled 'Surprise Ku Ready-a'

By e4m Staff | Sep 21, 2023 4:35 PM   |   3 min read


Casagrand announced its latest association with actor Andrea Jeremiah to endorse a community project, Casagrand Primrose. Located 10 minutes from Tambaram, the project is the largest gated community of the location.

 In line with this association, the company has rolled out a refreshing 360 degree campaign titled “Surprise Ku Ready-a” , spotlighting the unique features of the all-in-one community, which is a one-stop destination for homebuyers of all segments, who are looking at purchasing properties across varied segments of housing. The campaign highlights the location and price advantage of the property with a tagline ‘Tambaram Pakkathula, Indha Price , Semma Surprise’.

Strategically positioned on 200 ft road, Casagrand Primrose is an expansive 9.14-acre gated community project that caters to homebuyers from all walks of life. This ambitious venture offers a wide range of housing options, including affordable, mid-segment, luxury, and ultra-luxury residences, housing a well-balanced mix of 932 units, including 2 and 3 BHK high-rise apartments and uniquely planned spacious 4 BHK sky villas.

Committed to delivering a luxurious living experience that's accessible to everyone, the property offers the convenience of being only a short 10-minute away from Tambaram and easily accessible from key destinations like Perungalathur, Vandalur, Chrompet, Pallavaram, and Mudichur making it an ideal destination for residents of all age groups, ensuring their convenience and comfort. The property is 20 minutes from Chennai International Airport, 7 minutes from the upcoming Metro Station and Mofussil Bus terminus.

Encompassing a vast 7-acre landscaped area, this stunning high-rise enclave provides access to more than 95 world-class amenities and facilities. These include a Cafeteria, mini theaters, virtual reality game zones, state-of-the-art fitness centers, a serene sunken barbecue area, a clinic for residents' convenience, arcade basketball, snooker and foosball tables, and a plethora of swimming pool amenities, such as an island seating area and an aqua gym. These extravagant offerings make Casagrand Primrose the perfect investment opportunity for homebuyers seeking a harmonious living experience that seamlessly combines luxury and affordability. The property also boasts a lavishly planned 28,550 sq ft clubhouse and vehicle-free podiums, fostering a serene environment amidst the bustling city.  Furthermore, Casagrand Primrose prioritizes open spaces and natural light, with 77% of the community dedicated to green, open spaces and 49,000 sq ft of meticulously landscaped podiums. The Vaastu-compliant homes are designed with a zero dead space concept, ensuring maximum functionality and comfort.

Commenting on this special occasion,  Vimesh P, Senior Vice President of Marketing at Casagrand, said, "We are delighted to announce our collaboration with the renowned and highly acclaimed South Cinema singer-actress, Andrea Jeremiah for our special project Casagrand Primrose. In line with our established legacy, we take immense pride in introducing Casagrand Primrose, an all-inclusive gated residential community crafted not only to provide our customers with a secure sanctuary but also to enhance their lives with the utmost convenience and luxury. We look forward to an enthusiastic response from discerning homebuyers eager to embrace the unparalleled lifestyle we provide”.

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