Home >> Marketing >> Article

IRS reinforces print as a strong medium of marketing: Veejay Nakra, Mahindra & Mahindra Ltd

06-February-2018
Font Size   16
IRS reinforces print as a strong medium of marketing: Veejay Nakra, Mahindra & Mahindra Ltd

The findings of Indian Readership Survey (IRS) reinstated the importance of print and busted the myth of it dying. Marketers feel the same way. Veejay Nakra, Chief of Sales & Marketing - Automotive Division, Mahindra & Mahindra Ltd. goes on to add that it will continue to be one of the largest mediums on which money is being spent.

Excerpts:

What's your take on print medium with IRS coming out?

If you look at the industry, our category or industry in terms of marketing spends print still happens to be the largest media spent by far. Although if you look at the proportion of print and television, the gap is reducing but it's still the largest. It will continue to be.

Is there a change in sentiment towards print advertising?

All decisions are not based on data. Most matured marketers, while they keep that at the back, they still understand the largest sentiment when they take a decision. It's not just data driven. When you bring that into play, I think the decision works very much and that you cannot ignore print as a medium, be it national or regional. It will continue to be an integral part of our marketing strategy.

Is there an increase in spending towards this medium?

If proportions are anyway so hugely skewed towards print, I don't see that. Just because this data has come out suddenly, you will see a drop of spends in television and shift towards print, I don't see anything like that. I just think it reinforces the fact that print is a strong medium of marketing and communication. That's how it's going to be.

With regional showing significant growth, will spending in regional media accelerate?

Absolutely. Even for us it happens. With a lot of our brands skewed towards semi-urban and rural, most of our advertising and communication happens in local print dailies. It doesn't happen in national dailies. A large section of people are in rural India. For them, we use rural publications that we need to.

Tags Indian Readership Survey Mahindra & Mahindra print advertising Veejay Nakra

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.