Saregama Carvaan: A lesson in listening to the consumer

As of December 5, one million units of Carvaan has been sold since its launch. Carvaan contributes nearly half of Saregama’s music revenue.

Venkata Susmita Biswas 1 week ago

Carvaan

The Saregama Carvaan is 55-year-old Archana Singh’s primary music listening device. She listens to bhajans in the morning and evergreen melodies of the 60s and 70s while having her evening tea. Last Diwali her children gifted it to her and her husband. And over the past year, Carvaan has become her prized possession. What’s more, Singh’s friends who have experienced Carvaan at her home have also bought the portable music player. 

Scepticism was rife 16 months ago when legacy music licencing company Saregama (erstwhile HMV) announced the launch of its digital music player that resembled an old fashioned radio. Who would pay to buy a device that stores 5,000 songs when everything is freely available on sites like YouTube, most wondered. But people like Archana Singh and her friends are testimony to the consumer insight that drove Saregama to rethink how people listen to music. People wanted a device that is convenient to use.

Positioned for people in the 40-plus age bracket, Carvaan delivers a lean-back listening experience in a world where people need to proactively create playlists of their liking and decide what song they want to listen to next. 

The scepticism about a product like Carvaan stems from people, and sometimes even marketers, getting stuck inside an echo chamber of people just like them. The success of Saregama Carvaan teaches marketers to never lose touch of the needs of the end consumer. 

Vikram Mehra, Managing Director of Saregama Carvaan, says, “As marketers we start thinking that the whole of India or the world is like us. It need not be so. There are a large number of people in this country who still want things that are comfortable.” He says that marketers must not lose touch with what the end consumer wants.  

Calling Saregama Carvaan unique and unconventional, brand guru Saurabh Uboweja said, “This is a simple product that is packaged around a need that was not serviced.” At a time when all marketers are chasing the millennials, “Carvaan targeted a market that is largely ignored by brands,” Uboweja pointed out.   

Mehra said he was surprised to learn that people thought that Saregama was not sharing its huge library of music even though all the songs from the Saregama stable were available on all leading streaming platforms and YouTube for free.

Consumer research also revealed that the fear of technology gets stronger among people as they age. In addition to the 40+ demographic from non-metro cities and towns, Saregama spoke to people in the 65+ age group in Mumbai to learn their sentiments. They asked this group of people what they feared the most; the response the company was expecting was “dying.” Instead, this urban group said what it feared the most was “being dependent on children.” 

Armed with this consumer insight, the company set out with a clear vision to create a product for people who grew up listening to iconic singers like Lata Mangeshkar, Asha Bhonsle, Kishore Kumar, Mukesh, and Mohd. Rafi. Positioning typically defines the target audience for a product. “It is also important to know who we are not positioned for,” says Mehra. He and his team is not targeting this product for a 21-year-old and they are clear about it. 

The Saregama team designed Carvaan to have a familiar user interface that triggers nostalgia. In the early version of the Carvaan, the buttons were activated on touch. “People got back saying with touch they were not sure of having pressed the button. So in the later models we introduced mechanical buttons,” explains Mehra. Nostalgia-inspired products like Paper Boat’s drinks have been making a comeback in a huge way. Tapping into the nostalgia element through design and the selection of music has been a winning strategy for Carvaan and helped the product gain entry into the living rooms of people.

The latest version of the product is also large in size because of the feedback that some perceived the product to be fragile. Mehra lifts the metallic Carvaan Gold to prove that it is light, though the appearance of the product makes it look robust. 

All the attributes of the Saregama Carvaan, including its creative communication that positions it as a gift that youngsters can give their parents and grandparents have hit the right notes. The product has sold one million units since its launch and contributes to nearly half of Saregama’s music revenue. The company has just scratched the surface of its potential market size - 25 million homes. 

Mehra could not be more proud of the product and what it stands for. “Biggest feather in our cap is that we not just created a new product but a new category and new concept that too from a brand that is not into retail.” As per Saregama’s internal studies, Carvaan is played for around 7.5 hours on average every day in a home where there is at least one person above the age of 60.  

Mehra says that Carvaan will see many further iterations as feedback flows back into the company. He reiterates that the core insight that made Carvaan a success will always inform every stage of development.

“Carvaan is not just giving music but memories connected to music along with the convenience of listening to music,” he says.

Susmita is a digital marketing reporter at exchange4media. She writes on latest developments in the ever-changing world of digital media and in-depth stories on all things advertising.

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IPRCCC 2018: Three industry stalwarts discuss the fake news menace

Sunetra Choudhary of NDTV 24/7, Bhupendra Chaubey of CNN News18 and Nilanjana Bhaduri Jha of HT Digital Streams came together to discuss the subject

exchange4media Staff 1 hour ago

iprccc

Three stalwarts from the media industry, Sunetra Choudhary, Political editor, NDTV 24/7,  Bhupendra Chaubey, Executive Editor, CNN News18 and Nilanjana Bhaduri Jha, Chief Content Officer, HT Digital Streams came together along with Actor, Anchor and YouTuber Charles Thomson to discuss the subject--Media penetration and how to ensure authenticity and credibility of information at  IPRCCC, 2018 in New Delhi.

Sunetra Choudhary who anchors the show ‘Reality check’ on NDTV 24/7, said, “Fake news is very relevant to what we do, it is the biggest problem today thanks to Donald Trump. In fact everybody is trying to counter fake news.” Explaining what an organization can do to counter it, she added, “You don’t need a huge team of fact checkers to tackle fake news, simple steps can help. For e.g. If a leader has a rally today and claims every household in the village here has electricity, all we need to do is tell our  reporters to go there and check, get them to talk to people and then convey what they say to the viewers. Old fashioned journalism goes a long way in tackling fake news.”

Adding to that, Bhupendra Chaubey said, “The biggest challenge before conventional journalists is the fact that the gap between conventional PR and the truth is diminishing quickly. The only way to deal with fake news is to make one-self more aware. We live in times when even the data put out by the government can be interpreted in multiple ways. If there is no sanctity even as far as data is concerned, then how do you differentiate between real and fake news.  Personally I never believe any data or information that comes to me via Twitter or Whatsapp --I go by my reporter or verify it myself. Often journalists become a victim of fake news while in the attempt of breaking the story first.”

Nilanjana Bhaduri Jha, who has set up three of India’s premier digital newsrooms, said, “Good journalism takes care of 90% of the filters you need to counter fake news. Often we see a building collapse in Czechoslovakia or some other part of the world being passed on as the footage of a building collapse in Mumbai. Every journalist who works in a newsroom like mine ensures that the news goes through the filters. We trust our own reporters, and even credible news agencies. If a piece of news or video is not verified by our journalists, we don’t run them. We have seen on many occasions other portals blindly copy what we have put out without any attribution, while it doesn’t affect us in a big way, it does affect their credibility.”

 

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IPRCCC 2018: Experts deliberate on how innovation is key to achieve PR success

Panel discussion at the ninth edition of exchange4media’s India PR & Corporate Communications Conference (IPRCCC) 2018

exchange4media Staff 1 hour ago

IPRCCCPanel

The ninth edition of exchange4media’s India PR & Corporate Communications Conference (IPRCCC) 2018 held in Gurugram on Thursday saw experts coming together to discuss ‘Innovation a key to achieve PR success’. The discussion revolved around how Artificial Intelligence (AI) is redefining the marketing and communication industry and how to device a perfect strategy for brand management as well as manage crisis communication. 

The session was moderated by Raj Suri, Indian-Australian influencer & brand consultant. The panelists were John Bailey, Partner, Managing Director, Ketchum Singapore; Dilip Cherian, Founding Partner & Group Chairman, Perfect Relations; Nikhil Dey, President, Genesis BM; and Ashwani Singla, Founder Managing Partner, Astrum.

Initiating the discussion with how AI ties up with crisis management and communication industry, Singla said, “To make your communication relevant, you need to understand the audiences to whom you want to communicate so that you can frame your dialogue in the right manner. We are living in a world where we transact in real time, which means that every technology that we interact with is in some way tracking the behaviour and capturing that pattern, far better than ever before. The power of computing and machine learning is now getting us from an insight-based communication to a foresight-based communication.”

Talking further about how emerging technology is the biggest advantage that one can use, Singla said, “There are over 70,000 searches per second in the world on Google, 70,000-plus Instagram posts per second and over 9,000 posts per second on Twitter. We need to use the insight that AI is capturing to make better content. I completely agree that there is no better preparedness for crisis than to do what is right. If we live for a purpose and drive everything towards the purpose, we are creating a positive memento which allows us to deal with crisis.”

Talking about how fake news has become a problem across industries and what we could do as individuals to tackle the problem, Dey said, “The first thing I would urge us to do is open our minds to different point of views. If we are tolerant of different point of views, we are less likely to be hitting the share button. The second thing we could do is that every time we are passing on some content, we should take 30 seconds to validate whether a particular news is true. The third thing is to make this a dinner table conversation and talk about it. The last thing would be to seek out people who are smarter than you on the subject.”

He further said, “As communicators, enable your organisations to respond fast. We need to introduce code of conducts on content creation so we know whether a particular piece should be shared or not. There is much fake news which is patently wrong about brands that can be tackled with a healthy dose of humour.”

Talking about how Artificial Intelligence (AI) is going to change the communication industry, Cherian said, “Artificial is what enhances real intelligence. When you talk of AI today, the smart thing is to treat it as an enhancement of your competence and capability. So you have somebody who is second guessing and then forecasting for you to give a foretaste of what is coming your way. If we don’t automate what is a routine part of your business, we are going to be replaced by a pedestrian form of AI.”

Concluding the session, Bailey said, “Algorithms are set up to show you more of what you like and is only going to grow in future.”

He gave an advice on how brands can prevent fake news from spreading. “What you can do as a brand or a company is control what you can control. That starts with being true to yourself. Be who you are and be proud of it,” Bailey said.

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IPRCCC 2018: Social media has made this era most challenging for PR industry: John Bailey

John Bailey, Managing Director & Partner, Ketchum Singapore, delivered the keynote address at exchange4media's India PR & Corporate Communications Conference (IPRCCC) 2018

exchange4media Staff 2 hours ago

JohnBailey

John Bailey, Managing Director & Partner, Ketchum Singapore, delivered the keynote address at the ninth edition of exchange4media's India PR & Corporate Communications Conference (IPRCCC) 2018 held in Gurugram on Thursday.

Addressing the PR & corporate communications fraternity, Bailey spoke about the challenge of being “always on” in the current digital age to manage and protect the reputation of brands and personalities.

He started the session talking about building and descending reputation. He said that this era is the “most challenging” in years for the PR industry, and social media plays a vital role in it. The challenges of mobility and visibility contributes side by side, added Bailey.

Explaining the difference brought in by the changing times, Bailey, through examples, walked the audience through the transition.

“Today, PR plays a more important role as the reputation of brands and personalities are on the brim due to the presence of multiple screens, and most importantly, videos and pictures,” Bailey said, adding that these mediums create perceptions in just no time.

“5G network is operating in many countries right now. Some parts of the world, especially developing countries, are undergoing spectrum upgradation. The free capacity has even aggregated the role of PR & corporate communications. Now with the popularity of live streaming, brand positioning is hampered in less than a minute’s time,” said Bailey.

He also mentioned about an incident where credit card information of 1.4 million customers of a popular international airlines was compromised.

“We live in an era of pictures and videos going live on social media. And so brand reputation should be watched very closely,” suggested Bailey.

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India accounts for one third of global business: Vikas Agarwal, OnePlus

GM of OnePlus India speaks about performance in 2018, expansion plans, entry in the US market, the evolution of its marketing strategy and the need to take full ownership of the customer experience

Madhuwanti Saha 9 hours ago

VikasAgarwal

Chinese smartphone maker OnePlus completed five years in India. On that occasion it partnered with sportscar and supercar maker McLaren luxury and launched the ‘OnePlus 6T McLaren Edition’ which is packed with intricate design and a powerful and versatile experience.

Vikas Agarwal, General Manager, OnePlus India is confident about this unique proposition. But more than product launch, Agarwal emphasises customer experience which automatically elevates brand experience amongst its users. In a chat with exchange4media he explains how OnePlus is working towards taking full ownership of customer experience. He also shares his insight on marketing trends of 2018 and how the year has been for the smartphone maker.

Excerpts

After Star Wars and Avenger why the association with Mclaren?

With Mclaren we see a huge overlap with our brand philosophy. Mclaren is known for innovation, speed and what they have done in the world of F1 have become iconic brands. Like Mclaren we are passionate about speed and performance. The limited edition which will appeal to a certain set of users. We do the allocation based on potential audience groups in different markets. We create unique propositions for different audience groups and try to interact with them in a meaningful way.

Plan for more stores?

We already have 10 operational stores. The 11th store willbe opened in Delhi. It is one of the biggest experience stores. We have two experience stores in Bangalore and Chennai. We are looking to open more stores in Hyderabad, Pune and Mumbai in the future.

How has 2018 been for OnePlus?

It has been the best year. For the first time, we became the number 1 brand in the premium category for last two quarters. We will continue in the third quarter as well. We have a 37 per cent share. One out of three customers is buying OnePlus One. This is with a largely online presence.

Globally, we have partnered with T-Mobile this year which has given us access to 5600 stores in the US market. This helps to create brand awareness as the US is the most competitive market and therefore, it’s not easy to break in. We are expecting the OnePlus brand to become a mainstream brand in the US market. India accounts for one third of global business.

Within India, Mumbai is the biggest market. Almost 60-65 per cent of sales come from top 7-8 cities. We want to saturate those markets where we are already present.

Any plans to move to tier-II and III cities from where the next wave of growth is said to come?

We don’t have meaningful penetration in those cities. We are a young brand with limited resources. Having said that, we have partnered with Reliance Digital as well through which we are present in 250 stores across India. Next year we will be present in all 600 stores. That will give us a much higher visibility. We are taking small steps to increase presence. We are still concentrating on the top markets.

How has your marketing strategy evolved especially now with celebrities like Amitabh Bachchan in your campaigns?

Marketing budget is limited. We are still conservative about how we utilise our market resources. Amitabh Bachchan is not the primary marketing strategy for us. Our ambassadors are always our users. We look at ways in giving voice to their opinion. That’s why we are big on social media. That’s where we amplify true sentiment of the market. Also we are trying to take full ownership of customer experience.

We have started internalising all customer service channels; moved our contact centres from Philippines to India and our service centres from outsourced partners to OnePlus. India is the contact centre for entire world. It’s all company-owned and operated. This is because it’s important to give full customer experience.

Today I have 70 per cent completion rate in an hour which is not possible in outsourced model. We have engagement activities like coffee and Ps4 to ensure customers have a good time. This is a routine operation in a way. But it also works like marketing. This creates a huge impact and word-of -mouth. We are focusing on how to delight customer we are past that stage where we just give service. We create positive experience.

Coming to marketing trends what really caught on in premium smartphone category in 2018?

One of the trends that have emerged explicitly is the content provision. It used to be a traditional-media heavy industry which has toned down this year. From information, it is moving to education-driven. Now brands try to educate users about their product, to be involved emotionally by integrating themselves with the content they believe in. They are creating brand identity.

They have become more focused on online channels where customer reviews play a key role. They are careful that they are meeting customer’s expectation. People have started leveraging digital media in innovative ways. Focus is more on engaging channels like Instagram and YouTube. In fact Instagram has become a mainstream channel. Brands use traditional media for sales driven promotions and launches. Hence media mix is changing.

How does it look in 2019?

This will further accelerate. It has just started. It has not gone mainstream yet. The overall mix is likely to shift to digital channels (where you can engage with users) in the near future. I am already seeing brands organise their own events that give fresh experience to the users. They are organising more community meet ups to understand users’ requirement better. The idea is to have two way communication.

Experience-driven marketing will definitely happen. We were the first to open an experience store in Bangalore. After us, three new showrooms have come from Oppo Vivo and Samsung. So we showed the way to the industry. Brands are adopting that approach.

Madhuwanti reports on marketing, OTT and radio with a focus on trends. Based in Mumbai, she has worked across lifestyle, culture, television and retail industry.

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"Brands will be able to deploy Smart Packaging technology in many ways"

Saumya Tyagi, Marketing Director, Tetra Pak, South Asia, tells us how packaging has evolved as a communication channel and the latest innovation from Tetra Pak

Simran Sabherwal 10 hours ago

tetra smart

Leading food processing and packaging solutions company Tetra Pak has introduced Smart Packaging in India. Indian brand owners now have access to a complete smart packaging ecosystem built around Dynamic QR codes which allows each package to be tracked, monitored and interacted with throughout the supply chain, creating new opportunities for efficient stock management, distribution and automation. It also creates new opportunities for consumer interaction. 

 

 

Saumya Tyagi, Marketing Director, Tetra Pak South Asia, explains, “Dynamic QR code is what lies at the heart of ‘Smart Packaging’. It embeds every pack with a unique identity, allowing interaction between manufacturers, brand owners and consumers throughout the lifecycle of the pack.” He adds, “This is unlike a static QR code, which allows only for the same code to be printed on all packs and leaving very little room for flexibility of use. A Dynamic QR Code, on the other hand, can take the user to different destination websites each time it is scanned. So, the same pack can direct the user to a list of ingredients one week, a promotional campaign the following week, and to addresses of a recycling centre the week after.”

With the launch of Smart Packaging in India, brand owners now have access to a complete ecosystem built around Dynamic QR codes. Tetra Pak’s digital package offer includes three components: code generation and printing on packages, a secure cloud solution for managing the data collected, and a consumer-facing front-end in the form of an app or a microsite on the internet, or both. 

 

Explaining how brands can use this technology, he says, “The brands will be able to deploy this revolutionary technology in many ways. For example, they can use it to engage with consumers in a unique and personalised way, or to understand consumption patterns and unearth deeper consumer insights. They can use it to can make traceability more transparent and share information with consumers about ingredients right down to the farm that a product comes from.  They can even use it through the post-consumer recycling value chain by providing links to the location of the nearest recycling centre.”

With the number of smartphone users increasing, Tyagi says a technology like Smart Packaging can be used for consumer promotion, supply chain traceability, food ingredients traceability, packaging material traceability, consumer behaviour analytics and many other purposes.

Another feature is PICCO - a Tetra Pak solution that enables the printing of unique QR codes on every package, enabling enhanced consumer interaction and full traceability. PICCO offers customers both the printing and the data structure around each code. This is unlike the traditional solution where the same code is printed on a range of packages or packaging material. India is one of three Tetra Pak markets to invest in specialised PICCO printing technology for printing the Dynamic QR codes, which will be done at Tetra Pak India’s manufacturing facility at Chakan, near Pune. Tetra Pak is building the ecosystem in-house, from developing the QR codes, to designing the related apps as well as helping brands gain deeper consumer insights through analytics.

The company is ready to pilot this technology with two leading F&B brands in the country. The brands will be able to deploy this technology to not just engage with consumers in a unique and personalised way, but also to understand consumption patterns and unearth deeper consumer insights. For consumers, this technology allows potential use of augmented reality, real time promotions, downloadable content and more, making it a more exciting experience.

 

The Evolution of Packaging In India

Tetra Pak entered India 30 years ago when packaging was basic and nascent and a solution to a problem, ie. preventing food wastage and allowing transport. Today, Tyagi says that packaging is a communication channel that is evolving faster than ever before. He says, “ At Tetra Pak, we have gone from one packaging format when we started our journey, to more than 25 variants today offering different packaging volumes, shape, sizes, functionality (‘drink from’ and ‘pour from’ experience) and even visual effects. In terms of the categories as well we have gone from operating in just white Milk and juices & nectars to opening up several new categories like coconut water, ORS, Dairy alternatives, value-added dairy, spirits and more.”

He adds, “The biggest challenge really was to raise awareness about the power of the aseptic packaging and processing technology from a food safety and accessibility point of view. Today, we are at an inflection point, with increasing awareness about food safety, sustainability and a growing need for convenience and on-the-go consumption. This and many more such factors have contributed to Tetra Pak cartons becoming ubiquitous today. That said, if we look at the size of the F&B industry, we have only just touched the tip of the iceberg.”


Tyagi says that innovation ingrained in the company’s DNA has helped the company partner with the leading brands in the F&B industry and support them through Tetra Pak’s integrated solutions across packaging, processing and services. Globally Tetra Pak churns out about 10 innovations a year, and this is not just limited to packaging material. In the last two to three years, the company has introduced eight to nine new variations in India, including shapes, sizes, caps & closure that has helped achieve higher speeds in packaging equipment and more. 


Tyagi says, “On one hand, we help our customers deliver varied products from juices & nectars, dairy products like milkshakes, paneer, cheese, khoya, niche products like coconut water, ORS, breakfast drinks, spirits and more to meet consumer needs. On the other hand, we help them stand out on the shelves and deliver liquid foods in a safe, convenient and attractive packaging through different packaging formats. In addition, through our services business, we help them improve performance, optimise costs and ensure food safety throughout the lifecycle of their operation.”

 

He continues, “It’s really the overall value that we deliver to our customers through or integrated solutions approach.  With the launch of Smart Packaging, for example, customers can now customize promotional campaigns for consumers while the campaign is live, making it more effective. Similarly, through technological interventions like Predictive Maintenance, customers can avoid unplanned downtime, thereby helping reduce costs.”

In terms of growth, Tetra Pak, in packaging terms, has been adding 1 bn packs to its sales every year over the last two to three years, with the processing business showing “record sales” and the services business  showing strong double-digit growth. Currently in India, Tetra Pak has over 150 customers in India and has been adding more than 15 packaging customers every year for the past three years.

Looking ahead, Tyagi says, “We will continue to strengthen our business, riding on the growth of India’s food market which is expected to touch USD 540 billion by 2020 and has been growing at 12% annually for the past 5 years. F&B brands are looking to capitalise on this growth and increasingly looking for partners that can offer integrated packaging solutions. We are fully geared up for this opportunity.”

 

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Too Yumm! to go mainstream with its latest offering 'Karare'

Anupam Bokey, VP Marketing (CMO) RP Sanjeev Goenka FMCG revealed how the brand aims to fetch the canvas of visibility for its newest offering Karare

Misbaah Mansuri 9 hours ago

KohliTooYum

RP Sanjeev Goenka Group is expecting to clock in annualized revenue of Rs 10,000 crore from its FMCG business by June next year. “We are eyeing a ₹10,000-crore FMCG business over the next five years across three to five different categories. We are in discussions for acquisitions or we could come up with our brand,” said RP-SG-Group Chairman, Sanjiv Goenka at a recently-held press-conference on the launch of a new snack variant, Karare, under the Too Yumm! brand.

Approximately ₹500 crore has already been invested in the snacking segment. Goenka revealed that around ₹247 crore will go towards setting up a new manufacturing facility in Telangana. The group is also eyeing a manufacturing base in West Bengal.

Watch the video, or continue reading:

The 'Karare' challenge

The brand recently rolled-out a 30-second ad film featuring Indian cricket captain Virat Kohli, illustrating its newest offering ‘Karare.’ Putting emphasis on health, without any compromise on taste, the TVC is tagged as ‘Bahar se tedha, andhar se seedha’.

Conceptualised by Mullen Lintas, the opening scene of the TVC captures a lady walking into an airport lounge, where she notices Kohli also waiting and munching on a snack. She sits next to Kohli, and opens her own packet of fried snacks and starts eating it. Each describe the taste of the snack they are eating as tasty and crunchy, this makes the lady slightly curious. Putting the suspense to rest, Kohli finally reveals that his snack is the new Too Yumm! Karare, exactly like hers, but not fried and only baked. Did the brand just take a dig at Pepsico’s Kurkure? While the ad looks interesting, how does the brand plan to fetch this new offering the canvas of visibility? Anupam Bokey, VP Marketing (CMO) RP-SG FMCG, in a chat with exchange4media answered these questions. 

Bokey said, ”We have established the Too Yumm proposition very clearly. Even in terms of brand equity, it has established itself as the number 2 brand. Our products were very differentiated and just required a little bit of explaining to the trade and the consumer. What we are experiencing from the market is that it’s not very difficult to sell. The consumers can well relate to it.”

The right mix- pricing and product

Bokey contended that after having done their metro-play very well, as the brand goes downstream, there are two things that are very important to them. The first one remains having more relevant and familiar products but yet baked, not fried, and that’s the isea behind Karare. The second aspect is that the brand is activating a low price-point of Rs 5. “More than 50% of the snacking-market is in the 5 rs packs segment and we don’t have a very active play in it. So with the right product and price-point, our expansion will be much faster than what it used to be. “

When we asked Bokey on how the communication will push the envelope, he said that the brand is very clearly aligned to the brand’s proposition of baked-not fried. Speaking about the recent ad he asserted, “Here we are just referencing the lead brand in this segment and providing an option which is healthier. So there’s a pricing-play, there is a taste-play and there is a communication which is far more head-on and we believe that all this will drive our distribution-expansion more actively.”

Going mainstream Bokey argued that since the brand is still fairly new and as reach is the objective as they’re expanding down-stream into lower-cost data, TV becomes a primary medium.” The way we use TV is to build awareness and give more information on the offering. We use the digital medium to drive more engagement on the brand. It’s a play of both but TV occupies 90% of it.”

He revealed that there is also a lot of in-movie integration happening. “There are various properties we are curating because digital is also very cluttered these days. If you just do digital to place your ad, you may not get much engagement. But if you weave it well within the content, then it’s a win-win,” Bokey reasoned.

Digital play

He shared that the way the brand measures the efficacy of its digital campaigns is by not just going with the number of views but also how many people are engaging with the campaigns. “We have seen that versus our competitors, the engagement is three times higher.” Bokey hinted that digital content too is under production and will be aired from mid-December on-wards. “Because taste is a big-driver of it all and so is the familiarity of the product, we are trying to produce content on what you would consume in the past versus why you should try Karare.”

Bokey added, “We'll focus more on the top 50 towns because that’s where 2/3 of our sales come. The tier-II and III cities are also going to become very important. In terms of media-mix, you will see more of GEC channels because those are areas we haven’t touched upon in the past.”

Campaign film:

Misbaah reports on advertising industry. Based in Mumbai, she interviews industry leaders in the creative, advertising and marketing space, reports news updates in the ad space. She drives the ‘Chillout’ section, and regularly reviews ad campaigns. In the past she has reported on mainline news, travel and lifestyle.

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Happy birthday Rajinikanth: A brand in himself

Birthday wishes from fans and celebrities to brands have been pouring on social media for Thailavaa

exchange4media Staff 1 day ago

rajinimainimage

The man of masses – Rajinikanth has turned 68 today. The super star seemed to be unstoppable as his latest magnum opus, 2.0 became the highest box office grosser of 2018 with movie earning Rs 600+ crore at global box office.

The movie which was released on November 29th has become the second all-time grosser at Singapore box office. According to media reports, Rajini’s June 2018 release Kaala became the seventh highest grossing Tamil Film of all time.

Birthday wishes from fans and celebrities to brands have been pouring on social media for Thailavaa. Celebrities such as Mohanlal, Virendra Sehwag, and brands such as Jet Airways and YouTube, have taken their birthday wishes to social media handles to wish the superstar.

Thalivaa as he is fondly known, Rajinikanth defies the logic that superstars of today follow, he hasn’t endorsed any brands in his 43 year-long film career, except for one regional Cola brand at the beginning of his career, almost 40 years ago. He is among the highest paid actors in Asiis and has metamorphosed into a phenomenon and one-man brand, over the years. Though the actor is not associated with any brands, his movies garner brand associations for whopping amounts, and the satellite and digital rights of his movies fetch a heavy price.

His 2016 release Kabali took brand promotions to a different level with Air Asia introducing a flight with Kabali posters and running special flights between Chennai, Bangkok, and Kuala Lumpur. Muthoot Fincorp introduced Kabali silver coins and within weeks the company sold 102 kgs of silver coins collecting around Rs 7.5 million.

Brands such as Cadbury, Nippon paints were associated with Super star’s Kaala movie. For 2.0 brands like Hero Honda, Lalithaa Jewellery, ExxoMobil were the brand partners.

Upcoming Movie and Social media reactions

The shooting of Rajinikanth’s 165th Film Pettah is progressing and the first look poster has garnered eyeballs and appreciation already. The teaser of the movie was released today and has crossed 1.6 million+ views in 3 hours of the release.

Watch here:

According to media reports, Petta is said to be a gangster action movie on the lines of his 90s blockbuster movie Baashha. Rajini fans weren’t quite impressed with Kaala and Kabali where the superstar donned the role of an aged gangster as it didn’t much mass pulling elements. According to reports, Karthik Subbaraj will add all necessary Rajini elements in the movie like punch dialogues, intro songs etc.

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Birthday boy Yuvraj Singh’s innings in the ad world

The cricketer, fondly known as Yuvi, turned 37 on Wednesday

exchange4media Staff 1 day ago

YuvrajSingh

Yuvraj Singh, who has been a warrior on the cricket field as well as life, turned 37 on Wednesday. Yuvi, as he is fondly known, holds the record of fastest T20 50 that he scored in just 12 balls against England during the 2007 ICC World T20 championship. He started his career with the Punjab Under-16 team at the age of 13.

Yuvi was diagnosed with cancer in 2012, after which he was away from the cricket field for some time. But he made a successful comeback in 2013.

As the cricketer turned 37, wishes poured in for him from fans and celebrities, including Sachin Tendulkar, Virendra Sehwag, Cheteshwar Pujara, Siddharth Kaul and Vinod Kambli.

Tendulkar, on his Twitter account, posted a photograph of him along with Yuvraj and wrote, “The spirit with which you have overcome every obstacle in life both on and off the field is the stuff of legends.”

On Yuvraj’s special day, we take a look at his association with the word of advertising. Here's his journey:

 

Xbox360

Yuvraj featured in the ad along with actor Akshay Kumar.

 

Birla Sun Life

In the Birla Sun Life Insurance ad of 2012, Yuvi narrated his fight with cancer. He was seen saying that when his health became an issue, he never asked himself “Why me?”, just as he did not when he was adjudged the Man of the Tournament for ICC World Cup. The thought that he left behind was that you can’t predict the future. But you can at least plan for it.

 

Whirlpool

 

Reebok

 

ITC Classmate

 


Nippo Battery

 

 

Pepsi

 

Hero Honda

 

Parachute

 

Yuvraj Singh has also been brand ambassador for LG Electronics India Pvt. Ltd, Donear Suitings & Shirtings, Sporty Solutionz, TI Cycles and Puma.

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WPP to cut 3,500 jobs as part of restructuring

CEO Mark Read said WPP will not take up more mergers of companies. He was speaking at the company's Investor Day presentation

exchange4media Staff 1 day ago

Read

WPP’s radical evolution plan laid down at the Investor Day on Tuesday indicates that following the hiring freeze, the network will be cutting jobs globally. It was revealed that WPP’s restructuring will include shutting 80 offices globally and combining operations of a further 100 in locations where business is slow.

“Fewer businesses make it easier to manage, but unfortunately there will be job losses from bringing businesses together,” said Mark Read, CEO, WPP, during his presentation. The company is said to cut 3,500 of its 1,34,000 global workforce. WPP has 400 ad businesses in more than 3,000 offices in 112 countries. 

Responding to a question from an analyst about further consolidation in the WPP group of companies, Read clarified that WPP will not be looking at more mergers for now.

Over the last three months, WPP has reviewed and restructured agencies that make up for 23 per cent of its revenue. Read called the mergers of VML with Y&R and Wunderman with JWT “tough choices” and added that the merged companies should be able to provide more integrated solutions to clients.

“There is nothing worse than running a company in a so-called traditional area that is doomed forever to the client,” he said. 

In this new radical phase of WPP, Read said, he is banning the use of the word “digital” and veering more towards technology. WPP is positioning itself as a “creative transformation company” that uses “creativity as differentiator and technology as growth engine,” Read said.

“Any company that is not deeply investing in technology will not be successful in the next 5 or 10 or 25 years. I think it is incumbent on us to do that in the right way,” he added. 

Talking about the mergers that WPP has undertaken recently, Read said the artificial difference between analog and digital is not helpful in understanding the world. “Removing those distinctions helps you get to the answer better,” he said.  

Making a reference to ex-CEO Sir Martin Sorrell’s reference to Google and Facebook as frenemies, Read said those companies should be treated as “technology partners not as frenemies; as partners and also increasingly and interestingly as clients.” 

He further said that WPP’s technology strategy is to become a developer of technology and not just an integrator. “We cannot compete with Google or Adobe in terms of technology, but we can leverage the spend of many large partners and stitch their systems together to give us what we need."

 

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We aim to be in top 3 brands in the water heater category by 2020: Rakesh Kaul, HSIL Ltd

Rakesh Kaul, President and Chief Executive, Consumer Products Division & CEO EVOK Retail, HSIL Limited spoke to us about the first-ever TVC for their water heater brand Hindware Atlantic, and more

Simran Sabherwal 1 day ago

RakeshKaul

Water heater brand Hindware Atlantic, part of the sanitaryware company HSIL, recently released its first TVC campaign for the Ondeo Series ‘Fresh Hot Water Saalon Saal’. The TVC highlights the industry-first and Patented O'Pro Protection Technology and Titanium Core Shield of the Ondeo range which prevents internal corrosion, thereby enhancing the life of water heaters. In 2015, HSIL had entered the home appliances segment with a collaboration with Groupe Atlantic of France.

Commenting on the insight behind the TVC for its water heater brand Hindware Atlantic, Rakesh Kaul, President and Chief Executive, Consumer Products Division & CEO EVOK Retail, HSIL Limited says, “We wanted to bring a campaign to help consumers understand what is happening inside their water heaters as they are not aware of the corrosion and dirt deposits that are formed inside the tank over the years. Thus the first ad campaign focuses on our water heaters equipped with the Patented O'Pro Protection Technology and its Titanium Core Shield helps protect the tank longer from corrosion. The ‘Fresh Hot Water Saalon Sal’ campaign emphasizes the prolonged life of Hindware Atlantic water heaters as compared to any other ordinary water heaters.”

Conceptualized and created by DDB Mudra, the film captures how corrosion and dirty deposits impact the longevity of a water-heater in a light-hearted neo-mythological format. Speaking on the brief given to the creative agency, Kaul says, “Our brief to the agency was to voice the aforementioned insight in a humorous and light-hearted manner. Hindware Atlantic Ondeo series comes with patented technology which prolongs the life of the product, our ask from the agency was to keep this messaging at the heart of the commercial while creating an ad that is not just engaging but also entertaining.”

Hindware has taken a multi-pronged marketing approach for the commercial through various platforms such as Electronic and Digital. For a wider reach, the TVC is being aired on key regional channels in languages like Bengali, Kannada, Tamil, and Telugu including prominent Movies and News channels. Kaul says, “We've kept a sizable budget for the TV campaign so that it's well tailored to reach out to our target audience.” Talking about ad-spends he says, “We will spend up to Rs 50 crores this financial year on marketing to build our brands across categories. The majority of the spends will be on digital marketing and advertising during festival season.”

Speaking about the company’s growth Kaul says, “We have grown phenomenally in all the categories we are present in over the years. In the chimney segment, we are already among the Top 3 players with a 15-16% market share. Our water heaters category is doing extremely well and in a span of 24 months, we have grown 165% more than last year and currently have 6-6.5% market share in this category.” Looking ahead he adds, “We aim to be amongst the top 3 brands in the category of water heaters by end 2020 and similarly be amongst the top 3 in the water purifiers category in next 5 years and are working to extend our distribution and retailer network, after sales network and introduce tech led variants in the categories to ensure we achieve our target.”

Campaign video:

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