SureWaves to host BFSI roundtable on ‘Diversity Marketing’ in partnership with exchange4media

The panellists include ICICI Prudential AMC’s Abhijit Shah, Reliance Life Insurance’s Alok Kalra, SBI Life Insurance’s Braj Kishore, BOB’s Meera Haridas, Future Generali’s Pradeep Pandey, Mahindra Finance’s R Balaji, DHFL’s Sevantika Bhandari and IndiaFirst’s Tamanna Khanna

SureWaves to host BFSI roundtable on ‘Diversity Marketing’ in partnership with exchange4media

With multiple languages, varied cultural nuances and individual preferences, the Indian consumer poses a unique challenge to marketers. ‘Diversity Marketing’ thus assumes enormous significance in India, which has a huge market potential but with extreme diversity in its markets. To explore perspectives on the topic with specific reference to the BFSI sector, SureWaves, media convergence company is organising a roundtable titled  ‘Diversity Marketing- The BFSI Marketer’s Challenge’  as a platform for thought leadership on the 4th of June in Mumbai.

Industry veteran, Niloufer Dundh, Founder & CEO Ventes Avenues will moderate the discussion. In a career spanning over 23 years, Dundh has worked across markets in India & the Middle East in senior roles focused on Sales, Marketing & Strategy across media platforms such as Print, Radio, Television, OOH, DTH, Internet & Mobile.

The panelists include leading BFSI marketers like Abhijit Shah - Head of Marketing, Digital and Customer Experience, ICICI Prudential AMC, Alok Kalra-  Head-Marketing, Reliance Life Insurance, Braj Kishore- Head- Brand & Corporate Communication, SBI Life Insurance, Meera Haridas- Assistant General Manager- Marketing & Corporate Communication, Bank of Baroda, Pradeep Pandey- Chief Marketing Officer, Future Generali India Life Insurance, R. Balaji- Vice President- Marketing & Strategy Mahindra Finance, Sevantika Bhandari- Senior VP & Head Marketing – DHFL, and Tamanna Khanna- Head – Marketing, IndiaFirst Life Insurance.

The discussion will focus on the marketing challenges faced by the BFSI sector, in order to exploit opportunities like financial inclusion etc. and key marketing channels that could be used to effectively communicate about a multitude of complex financial products to a vast, diverse potential consumer base. It will also touch upon the utilization of gateways to local advertising media to build brands & generate business, by addressing local needs of consumers within a diverse, segmented TG.

SureWaves is a next-generation media company that is mapping, aggregating and consolidating audiences across diverse consumption markets and consumers across India, through information technology and knowledge tools.

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Puma launches all-new RS-X Kicks in an ode to the 80s

The RS series will have multiple drops throughout the year, with each telling their own stories of reinvention

Puma

Puma India kick started the season with an exclusive launch for their new RS-X range at Khar Social in Mumbai on Saturday 9th February. Nodding to the ‘80s, the experiential pop-up space showcased the rebooted PUMA RS (Running System) range of sneakers while narrating stories of extreme reinvention. The exclusive event was attended by celebrities, sneakerheads, press, and industry movers and shakers.

The event saw not just the reinvention of PUMA’s RS shoe but of a unique movement in sneaker culture by partnering with influential, individuals and institutions that push culture forward. Celebrating reinvention and retro-futurism, PUMA created a space that epitomizes “old meets new”. With musical performances, art displays, gaming consoles and more, PUMA India has elevated the RS-X experience.

L-R: Akshay Oberoi, Neha Sharma, Karan Wahi and Harshvardhan rane

Khar Social was revamped with RS-X sneaker art, installations, quirky photo booths, and surreal projections. Taking the attendees back in time with cool retro experiences, PUMA had a claw machine filled with Hot Wheels toy cars and a DDR music video game.

Neha Sharma

Adding further to the experience, PUMA, played host to artists such as Priyesh Trivedi a.k.a Adash Balak, Nishaant Fogaat, Tejas Niar, Big Fat minimalist- Anniruddh Mehta who created their artistic rendition of the RS-X shoe, which were displayed in capsules and audio-visual units around the venue.

Akshay Oberoi

The mezzanine floor of Khar Social was what created the most noise with a display of the all-new RS-X drops. A centre table displayed the immensely popular and much – awaited RS-X Hot Wheels collection on a very cool Hot Wheels track. A trophy wall cabinet proudly showed off the RS-X Trophies and a super slick wall installation dangled the RS-X Toys sneakers. An augmented reality photobooth added an interactive element to the display. A stack of nine televisions brought to life the RS-X OG sneakers. The ‘So Collectables’ Pac- Man video, based on the original 1980’s phenomenon, streamed a game in which Pac-Man was on a mission to snap up all the RS-X kicks in the maze. Guests were treated to live performances by Major C followed by Aniruddh and Tejas.

Ayush Sharma

Back in the ‘80s, the original RS (Running System) was PUMA’s innovative, high quality cushioning technology. Today, the brand has rebooted the RS design to create the RS-X – inspired by sport but made for the street. X marks extreme, exaggerated, remixed. The RS-X tells stories of reinvention to the extreme with its bulky design, material mixes, and bold color palette. With RS-X, PUMA takes its collab game a notch higher by partnering with brands that echo the same language with exciting iterations of the RS-X.

Warina Hussain and Mouni Roy

The RS series will have multiple drops throughout the year, with each telling their own stories of reinvention. Stay tuned to @pumaindia on Instagram for more cool updates on the RS-X collabs dropping next. Available at PUMA.com and PUMA stores across India.

Gift your dear ones an experience of love with Saregama Carvaan

Priced at Rs 7390, it also allows listeners to enjoy a personal collection of songs by plugging in a USB drive or running songs from your phone via Bluetooth

Saregama Carvaan

Aae meri Zohra Jabeen” or “Tujhe Dekha toh ye jaana sanam..” Don’t these melodies refresh memories of love and romance? There is no better way to express love than music! And if it is old Bollywood melodies, it just adds cherry to the cake. Make this Valentine's evening all the more romantic with a gift of love this year– gift Saregama Carvaan.

No matter what age bracket you fall in or how many years you have been together, an expression of love is always important to make your life happier and Saregama Carvaan is a perfect gift that becomes part of both of your lives and keep the love quotient alive.

Pre-loaded with a curated selection of 5000 evergreen Hindi songs, Saregama’s Carvaan Premium brings all-time favourites – right from Ameen Sayani’s Geetmala to R.D. Burman’s lively hits, to the popular tunes of Kishore Kumar, Lata Mangeshkar, Asha Bhosle, Mohd Rafi and Mukesh – each category will surely take listeners down a nostalgic memory lane into the golden era of music. It also has the charm of the old-world radio which enables you to switch to your favourite station.

Priced at Rs 7390, it also allows listeners to enjoy a personal collection of songs by plugging in a USB drive or running songs from your phone via Bluetooth. Whether It is your girlfriend or mother, husband or grandfather, express love to everyone this Valentine’s Day with Saregama Carvaan!

Protinex launches high protein nutrition drink with zero sugar

New Protinex Lite promises to cater to today’s health conscious consumers

protinex

Protinex launches high protein nutrition drink with zero sugarNutricia International Pvt Ltd (Danone India), with its mission ‘to bring health through food’, has introduced to its nutrition portfolio Protinex Lite. 

New Protinex Lite promises to cater to today’s health conscious consumers who seek the benefit of both High Protein and zero sugar. Protinex Lite comes with a formulation of Zero Sugar, Low GI, High Fibre and 27 vital nutrients with an aim to address protein deficiency among adults in India. 

Himanshu Bakshi, Director - Marketing and HCNS, Danone India said, “Food companies have a vital role to play in enabling healthier lives through healthier food choices. We strive to meet the needs of Indians through health-focused product offerings responding to today’s and tomorrow’s food trends. Launch of products like Protinex Lite answers to the ever-expanding consumer need landscape with compelling, differentiated USP of Zero Sugar & High Protein.”

Nandan Joshi, Head – Nutrition Science & Medical Affairs, Danone India said, “Some people believe that Protein supplements are only for specific medical conditions, which is not true. While some may be more suitable as per one’s health needs, not many people are aware about the right amount and type of protein to consume. This is important because meeting one’s daily protein requirement is essential to maintain good muscle health. In special cases, such as, diabetes and obesity, it becomes necessary to consider options that have no added sugar.” 

“Protein is an important nutrient of my daily diet and with the new Protinex Lite, I am positive that not only will I be able to meet my daily protein requirement but also do it in a better way with ‘no sugar’. I am truly proud of my association with Protinex and I hope to continue to spread the message of protein rich diet for active lifestyle & good health amongst the masses,” said Protinex brand ambassador Mahesh Babu.

“Danone is making concerted efforts to build the importance of Protein in Muscle Health, we truly believe that poor Muscle Health is a big health concern that Indians need to focus on. Protinex recently launched its new campaign #ProtinexForMuscleHealth to establish the importance of protein for good muscle health among Indians,” Himanshu Bakshi said.
 

Tags Protinex

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Pepsi reveals Valentine's Day love triangle with Disha Patani and Tiger Shroff

The Valentine’s Day posts soon got a #PlotTwist with both of them revealing the identity of their true love - beverage brand Pepsi®

DishaTigerPepsi

It’s that time of the year again when Instagram is full of Valentine’s Day photos. But two pictures in particular took social media by storm today. Bollywood’s favorite stars of the new generation, Disha Patani and Tiger Shroff took to Instagram to share pictures of their rings.

Disha captioned hers’ ‘Someone popped the question, and I said yes’, while Tiger’s post had the caption ‘Turns out I’m taken’. The Valentine’s Day posts soon got a #PlotTwist with both of them revealing the identity of their true love - beverage brand Pepsi®.

Disha declared her love for the brand through a post which said “I’m all yours”, while Tiger confessed he couldn’t get enough of the brand’s swag.

Britannia Little Hearts unveils  Heartbreaker’s Handbook for Valentine’s Day

The handbook will be sold on Amazon and Flipkart, and at select  Café Coffee Day outlets

Britannia’s Little Hearts biscuit brand is making an industry-first move by unveiling its one-of-a-kind Heartbreaker’s Handbook. 

Building on the existing brand message that encourages teens to break some hearts, the illustrated handbook is a step-by-step guide to breaking hearts like a pro.

The Heartbreaker’s Handbook will be available for purchase on Amazon and Flipkart. Teens can also find the Handbook at select Café Coffee Day outlets across the country. 

The illustrated Heartbreaker’s Handbook provides the do’s and don’ts of casual dating, witty comebacks that portray confidence and break up inspiration. The Handbook is the perfect companion for India’s savvy, digital-first generation.
 
Ali Harris Shere, Vice President – Marketing, Britannia Industries Limited, says, “Little Hearts is not just a biscuit, it is an emotion. The unique heart shape of the biscuit has been evolved its messaging for today’s teens by encouraging them to break some hearts. Hence, taking a leaf out of this thought is our Little Hearts Heartbreaker Handbook. This is one book which doesn’t give the same stale-mushy love and relationship advice. We decided to take on the challenge — kill all the mush and give teens a 101 guide to breaking hearts.”
 
 Priya Shivakumar, National Creative Director, JWT, said: “Little Hearts wanted to reconnect with their audience with a fresh new take on love. The time was right for a different conversation to capture the imagination of today’s too lucky in love generation - “ Break some hearts”. 
To help decode this cool new language, we designed the heartbreakers handbook. #Breaksomehearts 101 – a step-by-step guide to breaking hearts like a pro. It’s a light breezy and funny guide to navigating relationships today with pointers on saying no without being rude, tips on friendzoning, rebuttals for pick-up lines, ways to get out of dates with fun things to do and discover on each page - break-up cards, stickers, songs with a twist and lots more.” 

Tags Britannia

Social Offline teams up with 'Gully Boy'

Social Offline has painted Gully Boy graffitis across 10 outlets in India

Gully Boy

Social Offline has collaborated with ‘Gully Boy’. To take the association to a different level, SocialOffline has painted Gully Boy graffitis across 10 outlets in India (Mumbai, Delhi, Bangalore, Chandigarh and Pune) to bring about the rap battle scenes from the movie shot at Todi Mill Social.

They will also have a special Gully Boy menu, including Mumbai's famous street food like Rapchik Pao Bao, Keema Dhamaka and Ekdum Mast Momos. The staff will also be donning the Gully themed hoodies. 

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OOH to grow at 12-15% in 2019: Posterscope India

Big-ticket events such as General Elections, the Cricket World Cup, and of course, the Indian Premier League expected to boost advertising this year

Posterscope

In unison with the seismic changes that the industry is witnessing across the media, marketing and communications community, out-of-home is also transforming at pace and is presenting many new and exciting opportunities. Consequently, 2019 is expected to be another important and exciting year for OOH in India. The expected growth rate stands to be anywhere between 12% and 15%.

Posterscope India, one of world’s leading location-based marketing specialist - from the house of Dentsu Aegis Network, expects disruptive growth this year which is full of events that have historically boosted advertising. These include the upcoming General Elections, the Cricket World Cup, and of course, the Indian Premier league among other marquee events, the agency said in a statement.

Digital out-of-home (DOOH) inventory will continue to increase and reach the levels of respectability it deserves while its share of revenue will see a significant rise. New categories of advertisers will come to the fore and dislodge some traditionally strong advertising categories. Meanwhile, newer infrastructure will provide varied and interesting advertising options.

Below are some of the key developments that Posterscope believes will continue to drive OOH’s rapid evolution:

 

Data Driven OOH

Campaigns will be driven using data that go beyond demographics to online behaviour, card transactions, app usage and location analytics to decide where the OOH ads should appear.


ROI-led OOH

ROI will be the driving force in the next 12 months. Posterscope India expects to see boundaries in OOH being pushed through digitisation, automation, scientific planning tools, machine learning and cross-media collaborations to drive and achieve returns that are in line with other media offerings.


Growing Digital OOH

With DOOH inventory increasing, advertisers can now unlock at scale the flexible capabilities of DOOH by running creative bespoke to key triggers such as time, audience and weather. Posterscope’s ROOH digital OOH exchange is pioneering efforts in this space.


Cluttered event Calendar 2019

The year being a particularly busy one in terms of large ticket events from sports, entertainment and even elections, we believe there will be a surge of investments from a varied base of advertisers.

 

Location Intelligence

As locations-based marketing specialists, Posterscope India believes in its ability to act as a common thread to tie multiple data sets together to create a clear OOH story about what’s changing the way out-of-home is being offered. 

 Smart Cities

A new area of urban development is upon most major cities globally, and in India, this is coined under the ever-ambiguous term and scope of ‘Smart Cities’. The way in which technology will redefine everyday tasks, transport and logistic services is now becoming a reality. Via partnerships with leading smart city development organisations, The Digit Group and DG Cities, Posterscope India is creating opportunities and encouraging brands to lean in, learn and redefine how this investment can last a lifetime.

 Disruptive OOH

Consumers are now always connected with more than 90% of OOH consumers using their phone whilst OOH in each week. In addition, we spend over two hours every day on social and messaging platforms sharing the things we stumble across and catch our eye in the OOH space. Now more than ever, disruptive innovations can deliver attention and engagement far beyond where it stands in the real-world through digital sharing.

Says Fabian Cowan, Director, Posterscope India, “In a fast paced ever changing out-of-home ecosystem, having informed intelligence of what are going to be the drivers of change is critical to our offerings and client associations. We firmly believe that we have the leading technology platform, the best planning tools, the strongest data and analytics capabilities, the most advanced automation programme, the broadest and most diversified view of the out-of-home channel and, most importantly, the best people to manifest and deliver the best ooh solutions.”

Haresh Nayak, Group MD, Posterscope – South Asia, adds, “As industry leaders we are driving change across the medium. Our predictions are not only based on year-long research and a close watch on trends but also based on our understanding of how cities and consumers transform with advancements in technology, access to data, infrastructural developments and evolved travel patterns. 2019 is poised to be a very exciting year for OOH and our predictions depict that amply.” 

PMAR 2019: Consumers are looking for frictionless experience: Namita Katre, Uber Eats 

At the launch of the Pitch Madison Advertising Report 2019, Katre, Head of Brand, Strategy and Campaigns, Uber Eats India, spoke on the need to identify what needs to be done differently

Namita PMAR

Namita Katre opened her speech at the release of the Pitch Madison report, saying millennials were actually driving the consumer force.

 

Speaking about the challenges faced by marketers, Katre said: “Nearly 130 million people have been internal migrants in India. It is a mind boggling number as people are nomads within our country and we equip ourselves to talk to them differently.”

 

“Today, we cannot launch a new-age business and come into the world with existing assumptions about the consumers, the audience, and the products. That is the biggest flaw we could make as business people or marketers. And therefore, it is fundamentally the time to contemplate and re-examine what is it that we need to do differently.”

 

Consumers and businesses have sort of cognitive behaviour and pre-conceived notions about their needs, she said. “How they pan out in terms of actions and how it’s actually consumed by products or services is one of the challenges for us as marketers. While businesses need to change, we also need to reframe the consumer needs,” Katre added.

 

According to Katre, technology and capability are going to keep evolving and consumers are going to adopt and adapt those. 

 

Speaking on personalisation, Katre said, “The consumers while they are inundated with information, they are also inundated to make choices for them. They are experts in their own rights.”

 

“Online food delivery business has been evolving. The key cultural shifts like internal migrants, more women among the working population, and sanction for outside food are some of the cultural changes that are making the online food delivery business thrive,” said Katre. 

 

“Within this cluttered space, what the consumers are looking for is frictionless experience and every small incremental innovation like a product feature or re-order button is actually getting the consumer hooked onto the brands,” Katre signed off. 

Kantar’s Rishi Mukherjee joins Sazarec & John Distilleries JV as Marketing Head

Prior to his appointment, Mukherjee led the quantitative division of Kantar Millard Brown, catering to most of South Indian FMCG and other liquor brands.

Rishi Mukherjee

Rishi Mukherjee who had been credited for the successful relaunch of Foster’s with new packaging and a new line of innovative communication has joined the new JV company of Sazarec and John Distilleries as Marketing Head for its core Indian and International brands.

Prior to this new appointment, Mukherjee led the quantitative division of Kantar Millard Brown, the international market research company, catering to mostly South Indian FMCG and other liquor brands.

With sales of more than 15 million cases, John Distilleries is also the manufacturer of the world's seventh-largest whisky brand - Original Choice Whisky, with sales of 11 million cases a year.

Paul John, a single malt whisky from John Distilleries, has been gaining a reputation in the niche market. Its other major brands include Bangalore Malt, Black Pelican Fine Whisky, Mont Castle French Grape Brandy and Big Banyan Wines. Bengaluru-based John Distilleries had gross revenue of over Rs. 3,000 crore in FY18.

Sazerac is the second-largest family-owned spirits company in the US. It owns key brands such as Buffalo Trace Bourbon, EH Taylor Bourbon, Fireball, Pappy Van Winkle Bourbon and Southern Comfort. In October 2017, it was announced that Sazerac entered an agreement with John Distilleries Private Limited (JDPL) to expand into India.

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'Gender diversity in the C-suite still missing'

IMPACT Top 50 Influential Women List Jury Meet: Top industry leaders come together to discuss the 157 entries received this year

GenderDiversity

Progressive and award-winning advertising like Ariel’s #ShareTheLoad notwithstanding, India ranks fifth lowest in having women in leadership roles. India's ranking in gender diversity with the representation of women in top leadership positions stood at 20 per cent, according to a study by Grant Thornton. While this was an improvement over 2017 when the representation was 17 per cent, 30 per cent of the respondents still said they have no women in leadership roles. 

This is not all. India ranks 120 among 131 countries in female labour force participation rates, according to The World Bank. In fact, the economic contribution of Indian women is less than half the global average at just 17 per cent and is lower than China’s 40 per cent. 

While there is a steady improvement in representation, the opinion of the industry leaders judging the IMPACT 50 Most Influential Women list was that gender diversity in the C-suite in particular is still not as good as they would like it to be. Sam Balsara, Chairman & MD, Madison World, who has been the jury chair for this list for the last eight years, felt that while the number of women coming into the advertising and communications business is increasing, the reason there are very few women at the top is because, “Unfortunately, I have observed that some women do drop out mid-way in their careers because they get married or move cities, have children, and are not able to cope with both work and home life.”

“It is not because they lack talent or because anybody is working against them,” he asserted. 

One of the jurors, Shalini Kamath, Founder & CEO, SK & Associates, said it is in fact becoming harder for women to go up the ladder in corporate structures for multiple reasons. “Many women in senior leadership positions have told me that they got tired trying to influence and get their point of view across in a male-dominated thought process.” She said women like these have decided to get off the beaten track and do something themselves that gives them satisfaction. “A lot of women are moving out and starting their own entrepreneurial ventures and running them very successfully.”  

Anuradha Aggarwal, Former CMO, Marico, felt that it will take some time till it becomes a truly gender-neutral world. “The percentage of women in leadership positions and boards on their merit and not just by reservation is still a small number. There is a lot of influence but it is directly proportional to the roles that women are holding and the number of roles they are holding. Their population in large companies is still small.” 

While the representation may be small, there are incremental changes that are resulting in women exerting more influence in their sphere of work. The big shift that Animesh Kumar, Chief People Officer, Zee Entertainment Enterprises Limited, has noticed over two decades as an HR professional, is that women don’t see themselves as women first and then as professionals. “I know it is a very small shift but it has a very radical impact on how women deploy themselves at work. I see that women see themselves as professionals first, and their gender is immaterial. It is this point of getting gender blind that is a phenomenal development,” he observed. 

Not everything is bleak though. Punitha Arumugham, Platform Evangelist, Hotstar, who was on the jury for the second time this year, felt that the list of candidates eligible to be on the list was getting longer. There were totally 157 entries in 2019, the highest so far. “This shows more and more women getting in our industry and establishing themselves as leaders,” she said. Arumugham also said that the number of choices the jury had for every ranking reflects the number of successful women in the industry today.

The IMPACT Top 50 Influential Women list will be unveiled in Mumbai in March. Watch this space for more updates. 

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