he aim of marketing,” Peter Drucker, the renowned management guru once remarked, “is to know and understand the customer so well that the product or service fits him and sells itself.” Today more than ever getting to know the client (especially the top, C-suite executives at the helm), their needs and challenges is critical to doing business. But in an increasingly time-starved, digitised world securing quality face time with a business decision maker is getting next to impossible. Globally, renowned media companies and their editorial teams have found a way to bring bands of decision makers under one roof. They have rewritten the rules of conducting business events. Gone are the days of the big conference jolly; events are now being offered up as boutique and bespoke investments. Financial Times, Forbes, Bloomberg, NYT, Thomson Reuters, Time Warner are among a select list of organisers that guarantee a return on time invested. No wonder that the otherwise elusive C-suite is dropping all else to attend. Quality audiences attract quality corporate brands. More and more corporations are insisting on sponsorships, co-branding and long term associations with business events. Indian companies, especially from the information technology and banking and finance sectors have used the platform effectively to engage with and finally generate results from attending decision makers. Face time has made a come back. •
Gone are the days of the big conference jolly; events are now being offered up as boutique and bespoke investments
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hat do Australia, Fiji, Thailand, Egypt and Tanzania have in common? The spunk to launch global marketing campaigns to attract tourists from around the world at a time when many of their source markets are experiencing economic crises. Or, as in the case of Egypt, when the country itself is facing political upheaval and civil unrest and tourists are generally avoiding the nation. The chaos in Egypt, including the demonstrations, the clashes between political workers and security forces, the frequent regime changes have had a devastating impact on tourism.
Brand Campaigns Despite the ongoing crisis, Egypt has set aside $40 million for international marketing campaigns
Tourism Minister, Egypt
Yet, the government firmly believes that it has a duty to revive the tourism sector by spending money internationally to encourage visitors. Hisham Zaazou, the new tourism minister, recently held a strategic meeting with UK-based holiday charter carriers, representatives of tour operators and officials of his own ministry.
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Importantly, despite the ongoing crisis in his country, Egypt’s tourism minister has set aside $40 million for international marketing campaigns, besides launching a global public relations campaign, urging tourists to visit the strife-torn country. The campaign has been effective, as more than a dozen European countries have lifted travel bans to Egypt and also eased on their warnings to tourists. Further down in Africa, the Tanzania Tourism Board and the Tanzania Confederation of Tourism have just rolled out their international tourism marketing strategy, which aims to enhance visitor arrivals from around the world to this safari destination. Dr Aloyce Nzuki, the managing director of the board, notes that the strategy has been designed after taking into account the views of private tourism stakeholders and government bodies. Besides targeting traditional markets in Europe and the Americas, the board also aims to draw in tourists from untapped markets including Turkey, China, South Korea, Russia and the Gulf.
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Andrew McEvoy Managing Director, Tourism Australia
“The world now travels on its belly,”
The international marketing strategy, which will be implemented over a period of five years, aims to raise Tanzania’s ranking in the global travel and tourism sector from 90th to 75th. It also aims to draw tourists visiting other Indian Ocean destinations, including Seychelles and Mauritius, to its own ‘spice island’ of Zanzibar. The Tourism Board plans to launch an aggressive marketing strategy in the overseas markets to achieve its goal over the next five years. Down Under, a new international campaign, ‘Restaurant Australia,’ has just been launched to promote the country as “a gastronomically enhanced tourist destination.” Tourism Australia and Wine Australia have launched the new global marketing campaign after an in-depth survey across 15 countries revealed that good food and wine experiences are major factors in determining holiday destinations. More than 13,000 people in countries including India, China, Japan, the US, the UK and Germany were quizzed in a survey that ranked Australia in terms of good food and wine in comparison to countries
Dr Aloyce Nzuki
Managing Director, Tanzania Tourism Board
such as France. Based on its findings, Tourism Australia decided to convince potential visitors that they would be wined and dined well while travelling in the country. “The world now travels on its belly,” says Andrew McEvoy, managing director, Tourism Australia. “It’s the Zeitgeist — everyone wants to know where their food comes from and who prepares it. We’re rated No. 1 in terms of our beauty and natural environment, so we now want to strengthen our position when it comes to food and wine.” The ‘Restaurant Australia’ theme will be in sync with its international, ‘There’s Nothing Like Australia’ campaign over the next few months. The tiny South Pacific island nation of Fiji is also dreaming big, and importantly, spending money on promoting its charms around the world. Tourism Fiji has started releasing 60, 30 and 15-second commercial spots on television channels around the globe, promoting itself as a tropical idyll. “Fiji — where happiness finds you,’ is the focus of its international marketing campaign, which talks
‘Fiji — where happiness finds you’, is the focus of its international marketing campaign, which talks about the happy people of the island, the fabulous sceneries and themes such as relaxation, families, surfing and adventure
about the people of the island, the fabulous sceneries and themes such as relaxation, families, surfing and adventure. The ad campaign has been launched on the back of a recent survey — the WinGallup Global Barometer of Happiness — which voted Fiji as ‘the happiest place in the world.’ Says Rick Hamilton, chief executive, Tourism Fiji: “When you think about it, the whole world is continually looking for happiness but actually, it’s Fijians, the people who are trying the least, who have it the most. We wanted to demonstrate why Fiji is the happiest place in the world and ultimately to show how this happiness can be transferred to our visitors.” The new campaign, devised by New Zealandbased advertising agency Colenso BBDO, includes TV commercials, a new website and social media initiatives. •
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n todayâ€™s highly competitive environment, a business organisation seeking mileage in overseas markets has to judiciously draw up strategies and select the most appropriate vehicle to launch its international marketing campaign. Innovative and forward-looking companies, both Indian and international, choose from a wide range of options to promote their brands, products, services and corporate image.
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One such business model that is rapidly gaining currency, including among top Indian corporates, is the sponsorship of bespoke events in parallel with major conferences, exhibitions or even economic and political summits. Last month, for instance, TCS Ltd, part of the Tata group and a leading IT services, consulting and business solutions organisation, and Indiaâ€™s top software services exporter (annual revenues: $11.6
billion, net income: $2.6 billion), had a strong presence at the Swift International Banking Operations (SIBOS) seminar held in Dubai. But more importantly, besides having its own stand at the global event — which saw more than 7,500 top bankers from around the world descend on Dubai — it co-hosted the prestigious Financial Leaders Dinner Forum. The FT-TCS BaNCS Financial Leaders Dinner Forum, hosted by the Financial Times in partnership with Tata Consultancy Services, brought together senior technology leaders within the financial services sector to discuss trends and digital transformation in their industry. They also shared insights on applying best practice strategies to leverage disruption for market success. TCS BaNCS, the banking vertical of the infotech major, has done three such events at successive Sibos conferences since 2011: in Toronto, Osaka, and now, Dubai. The forum was moderated by Ravi Mattu, Editor, Business Life, Financial Times, and had a galaxy of experts from the financial services sector attending the dinner.
TCS, India’s top software services exporter (annual revenues:
$2.6 billion), had a
strong presence at the Swift International Banking Operations
These bespoke events created and conceptualised by Financial Times help companies to interact with a select influential audience from around the globe. Another prestigious global event that a leading Indian IT major has been associated with is the FT Executive Dinner Forum, held on the eve of the World Economic Forum meet at Davos in Switzerland. Bangalore-headquartered Wipro has sponsored four such events, including the last one held in January 2013. The forum sees over 80 C-suite executives and thought leaders from global corporations be part of the exclusive dinner. Every year, there is a theme and the forum is hosted by a senior Financial Times editor. A senior executive of the sponsor also gets to address the participants. In January, India’s largest commercial bank, State Bank of India (SBI), organised a bespoke event along with FT Live, as part of the 46th annual meeting of the Asian Development Bank (ADB) in Delhi in May this year. The SBI-FT Executive Lunch Forum was moderated by a senior Financial Times journalist.
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FT ArcelorMittal Boldness in Business awards
FT Live F
inancial Times, the world’s leading global business news organisation, hosts summits, conferences, awards and strategic forums, providing audiences with the opportunity to listen to and interact with speakers of the highest calibre in lively and stimulating debates that cover the key issues of our time. All these events are chaired by senior journalists from the Financial Times. These events are organised by Financial Times Live, the global conferences and events arm of the paper, and FT Strategic Forums, the client-tailored events division of FT Live, the Global Conferences and Events division of the paper. One such event is the FT ArcelorMittal ‘Boldness in Business’ awards, jointly sponsored by the world’s leading steelmaker and Financial Times. The event has, over the past five years, become the pre-eminent forum for recognising entrepreneurial risk-taking and business innovation. Another prestigious event is the Citi-FT Financial Education Summit organised by the Citi Foundation, the Pearson Foundation and the Financial Times. This year marks the 10th anniversary of the event as the leading annual global forum on financial literacy and capability. The 2013 summit will be held in Hong Kong on December 4 and 5 and will explore what needs to be done in both developed and emerging economies to address the financial education gap. FT Strategic Forums provide clients the opportunity to reach senior-level executives with their clear messages in a neutral and authoritative environment that the paper adds to the proceedings. These co-branded events provide the ideal platform to demonstrate thought leadership to the world’s business elite. FT events, roadshows and series is also an effective way of building awareness about brands or organisation by reaching senior-level audiences in multiple locations around the globe. By holding a series of events with FT, clients can ensure regular contact with their core audience while also demonstrating thought leadership across a range of different topics. •
Citi-FT Financial Education Summit
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The Forbes 400 Summit
Panel speakers included senior executives from SBI, the World Bank and the ADB. Not surprisingly, many other companies are also engaging with potential and existing clients by sponsoring bespoke events. For instance, Nucleus Software Exports Ltd, a Noida-based software solutions firm that caters to the needs of the banking and financial services industry, sponsored one such event in London last year.
Leading private sector Indian lender YES Bank has been part of the FT-YES Bank international banking summits, two of which were held in Mumbai in 2011 and 2012 ‘Meeting Growth Objectives through Innovation’ was the focus of the FT CIO Dinner Forum, an exclusive, invitation-only gathering at the Pearson Headquarters in London, presented by the prestigious publication and Nucleus Software Exports Ltd. SunTec Business Solutions, which also caters to the banking and financial services sector, hosted a
FT CIO Dinner Forum presented by FT & Nucleus Software
bespoke event with FT Live during Sibos 2012, held in Osaka. The FT-SunTec Business Solutions Dinner Forum saw top bankers join in the panel discussion. Leading private sector Indian lender YES Bank has been part of the FT-YES Bank international banking summits, two of which were held in Mumbai in 2011 and 2012. The events drew ministers, top bureaucrats, regulators (including many from abroad), besides senior bankers. For companies includingTCS,Wipro, SBI and L&T Infra, sponsoring these bespoke events at prestigious conferences and meets enables them to interact closely with top executives of potential or existing clients. The boutique events provide an opportunity for the sponsors to network with global business leaders on a one-on-one basis and in an exclusive setting. And since the events are organised by leading international publications, whose senior editors moderate the discussions, they attract the crème de la crème of business leaders from around the world. Indeed, a growing number of Indian companies are realising the need to build their global image by sponsoring prestigious, industry-focussed bespoke events, where they get an opportunity to interact with international business and government leaders.•
Livewire Events M
any other leading international media companies are also involved in organising bespoke events. Top international corporates are using these events effectively for their benefit. Indian corporates are also increasingly associating themselves with these prestigious global meets, weaving them into their international marketing strategies. The International Financing Review (IFR), the premium source of global capital markets intelligence, published by Thomson Reuters, also organises many such events. IFR hosts Roundtables and Conferences in different parts of the globe. At the Asian Development Bank meeting in Delhi in May, IFR organised a bespoke event, which was sponsored by L&T Infrastructure Finance Company. ‘Funding India’s Infrastructure — Opportunities and Challenges’ was the topic of the panel discussion, which again saw participation by senior Indian government officials and top executives of international and Indian companies. Leading American papers — Washington Post and New York Times — also have separate divisions for global conferences and events. Washington Post Live hosts conferences and events featuring the paper’s journalists, and top-level government and business leaders discussing the most pressing issues involving Washington and the world. TCS Ltd has sponsored the Forbes Global CEO Conference in Asia for four years now. Delegate attendance at the Forbes Global CEO Conference is ‘by invitation only’ and limited to qualified titles, usually Chairman, Vice Chairman, CEO and President from global headquarters. The annual event, one of the world’s premier CEO meets, is attended by over 400 global CEOs, tycoons, entrepreneurs, upcoming leaders, capitalists and thought leaders. The events are on-the-record, open to other media, and have multiple sponsors. Topics range from the latest ideas in education and energy to the challenge of China. While The Washington Post directs all editorial content, the forums allow participants to enjoy a high-profile platform for advancing solutions to critical problems. The conference unit of International New York Times, which is the global edition of the New York Times, has delivered market leading events for over 30 years. The conference agendas are developed with inputs from the paper’s editorial team and in consultation with industry experts to ensure relevant topics are addressed in a balanced way. •
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Brand Building Strategy Indian banks, which have invested significantly in building up their brand among NRIs living in the Gulf countries, are aggressively promoting their products and services in view of the surge in remittances from the region
ndian banks, both public sector and privatelyowned ones, aggressively promote their products and services in the Gulf region. With the recent slide in the value of the Indian rupee against the US dollar, Indian lenders have promptly stepped up their promotional campaigns in the Gulf media, highlighting the attractive interest rates that they offer NRIs. One of the major reasons that Indian banks are concentrating on the region are the huge remittances that NRIs send home. With the sharp devaluation of the rupee, vis-a-vis the US dollar and other currencies of the Gulf, there has been a spurt in remittances. The Indian Embassy in Abu Dhabi, the capital of the UAE, estimates that annual remittances made by the large Indian community in the emirates (estimated to be around 2 million) amounted to over $8 billion in
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2012. The recent weakening of the rupee, which has lost about 20 per cent this year, is expected to lead to a surge in remittances to India, both from the UAE and other parts of the Gulf. Worldwide, there are about 30 million NRIs and Persons of Indian Origin (PIOs) living in different countries and continents. According to the World Bank, NRIs and PIOs remitted almost $70 billion to India in 2012. India has topped the bankâ€™s list of nations receiving maximum remittances from its nationals in recent years. Unlike NRIs in the US, Europe, Africa, Southeast Asia and Australia/New Zealand, those living in the Gulf have strong financial and social links to India. Not surprisingly, Indian banks also have a strong presence in the region. Bank of Baroda is the only Indian bank
and standards and discussing issues of mutual interest. It has become a de-facto standard of funds transfer especially across geographies
participation in the event? There were a number of learnings, the major ones being creation/ revival of business relationships, awareness of new opportunities, products and processes, etc. The Sibos forum provides unique opportunities to debate the challeng-
about the changes taking place in the banking landscape, most importantly in the technology sphere. Could you describe the importance of the Swift mechanism in ensuring smooth transfers of funds from overseas markets in-
cluding the Gulf to India? Through the Swift mechanism the financial world conducts its business operations with speed, certainty, security, reliability and confidence. Millions of standardised financial messages are exchanged through this messag-
The current spate of sharp fall in the value of Indian rupee has driven NrIs to remit money in higher proportions. We have been witnessing a sharp surge in outbound remittance of funds to India. The remittance business of the UAE territory of the bank has registered
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MIgRATINg fOR BETTER OPPORTuNITIES
India ($69 billion), China ($60 billion), the Philippines ($24 billion), and Mexico ($23 billion). Other large recipients included Nigeria, Egypt, Pakistan, Bangladesh, Vietnam and Lebanon. However, as a share of GDP; remittances were larger in smaller and lower income countries; top recipients relative to GDP were Tajikistan (47 per cent), Liberia (31 per cent), Kyrgyz Republic (29 per cent), Lesotho (27 per cent), Moldova (23 per cent) and Nepal (22 per cent). Remittances sent home by migrants to developing countries are equivalent to more than three times the size of official development assistance and can have profound implications for development and human welfare, says the World Bank. “Remittances can
contribute to lowering poverty and building human and financial capital for the poor.” Interestingly, despite the current global economic weakness, remittance flows are expected to continue growing, with global remittances expected to reach $608 billion by 2014, of which $468 billion will flow to developing countries. And although remittance costs have fallen steadily in recent years, they remain high, especially in Africa and in small nations where remittances provide a lifeline to the poor. Globally, migrants pay an average cost of nine per cent to send money home. Reducing the average remittance price to five per cent, in line with G8 and G20 targets, could save migrants up to $16 billion a year.
INDIAN BANKS @ SIBOS 2013
More than 232 million people live outside their countries of birth, and over 700 million migrate within their countries NTERNATIONAL migration, as widely known, boosts world incomes, especially of poorer nations. According to the World Bank, migration results in an increase in aggregate output and income when workers are allowed to move to areas where they are more productive. “The movement of people across international boundaries has enormous implications for growth and poverty alleviation in both origin and destination countries,” notes the Bank. According to the United Nations, more than 232 million people live outside their countries of birth, and over 700 million migrate within their countries. In the coming decades, demographic forces, globalisation and climate change will increase migration pressures both within and across borders. The World Bank notes that remittances generally reduce the level and severity of poverty, typically leading to higher human capital accumulation; greater health and education expenditures; better access to formal financial sector access to information and commu- services; enhanced small business nication technologies; improved investment; more entrepreneurship; better preparedness for adverse shocks such as droughts, earthquakes, and cyclones; and reduced child labour. “Diasporas can be an important source of trade, capital, technology, and knowledge for countries of origin and destination,” adds the bank. According to data compiled by the World Bank, remittance flows to developing countries are estimated to have totalled $401 billion in 2012, an increase of 5.3 per cent over the previous year. Global remittance flows, including those to high-income countries, were an estimated $529 billion in 2012. The top recipients of officially recorded remittances in 2012 were
partners. With half a dozen conference tracks, a hundred speakers and as many conference sessions, nearly 200 exhibitors, and plenty of networking events, Sibos is the place to do business and collectively shape the future of the financial industry. Sibos is organised and facilitated
It is worth mentioning that the bank is going for an arrangement with UAE Exchange House for fLASHremit that provides a platform for remittance of funds on a flash. We have also entered into an arrangement with a number of exchange houses for facilitating speedier funds transfer.
Interestingly, despite the current global economic weakness, remittance flows are expected to continue growing, with global remittances expected to reach $608 billion by 2014, of which $468 billion will flow to developing countries
Inflows (US$ million)
69,350 (Source: World Bank)
with a licence for conducting full-fledged banking operations in the UAE. Starting operations in 1974, it has a network of six branches in the UAE today. Says K.V. Rama Moorthy, Chief Executive, Bank of Baroda, GCC operations: “The sharp fall in the value of Indian rupee has driven NRIs to remit money in higher proportions. We have been witnessing a surge in outbound remittance of funds to India. The remittance business of the UAE territory of the bank has registered an all-time high (increase of about 400 per cent) in last few months.” D. Sarkar, Chairman & Managing Director, Union Bank of India, another leading public sector bank that has been extensively advertising in the Gulf media, agrees that NRI remittances from the Gulf has gone up substantially after the decline in the value of the rupee. “Our NRI deposits have grown almost 16 per cent over March 2013. The remittances from GCC countries have also shown a growth of almost 25 per cent due to the depreciating rupee,” he points out. Leading private sector lender YES Bank — which has also been promoting extensively in the Gulf
• It enables more than 10,000 financial institutions and corporations in 212 countries and territories to connect and exchange financial information securely and reliably.
collaboratively to shape market practice, define standards and debate issues of mutual interest. Sibos is Swift’s flagship event. Five years after its foundation, Swift organised the first Sibos with 300 participants to maintain con-
five years later, the prestigious event is being held in Dubai. Conference The Sibos conference offers participants the opportunity to engage with leading financial industry figures to debate the latest
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will address three key themes in a variety of sessions such as big issue debates, keynote addresses, panel discussions and special interest sessions: • Regulation: Challenges of implementation and identifying new opportunities
ing impact of regulatory requirements on financial institutions. Economic sanctions are of critical importance to the international community and are increasingly used by governments around the world as a method to implement
• TURN TO NEXT PAGE
INDIAN BANKS @ SIBOS 2013
Forum for economic discussion
REMITTANCE INFLOWS INTO INDIA YEAR
As the financial industry’s cooperative, Swift’s role is two-fold:
• CONTINUED FROM PREVIOUS PAGE
Worldwide, there are about
NRIs and Persons of Indian Origin living in different countries and continents
“The sharp fall in the value of Indian rupee has driven NRIs to remit money in higher proportions.” K.V. Rama Moorthy
Chief Executive, Bank of Baroda
foreign policy objectives and fight financial crime. The ambition of the Compliance Forum is to provide participants with a number of practical takeaways on a variety of topics related to the challenges that financial crime poses to the industry. The Compliance Forum will focus on the challenges of financial crime through a comprehensive programme of panel debates, practical case studies, product introductions, and deep-dive sessions. The Sibos Corporate Forum is a dedicated two-day programme (September 17 and 18) comprising debates and information exchange on the latest developments and challenges faced by corporates and banks. Designed for multi-national corporate treasurers, credit/risk managers and CFOs, the forum is a unique opportunity to network with peers, meet and influence bank providers, treasury management and ERP systems vendors, and learn about new opportunities to optimise cash and liquidity management. Innotribe@Sibos (September 16 to 19) has once again put together a series of memorable, highly-interactive, immersive learning experiences imperative to the future of the financial industry. In its fifth year, the organisers are taking a slightly different approach by moving away from just presenting topics to building actual capabilities. The reality and speed of change in the industry needs new ways of thinking, so the organisers will help participants adapt, address and respond to situations that simply cannot be tackled using traditional linear thinking. “It’s time to move beyond polar-
ising conversations to provide a forum for critical dialogue, leading to a richer set of choices and better decision-making,” says a Sibos spokesperson. “This year’s programme introduces the concept of ‘journeys’. Just like the subway, you can build your journey along different tracks, depending on your expertise, interests, learning objectives and availability.” The programme includes four tracks: • Value Track Analyse the new banking business model; question wealth beyond money, define intangible assets; and join an amazing research project to crowd source well-being. • Innovation Track Explore what there is beyond open innovation; learn about what is happening right now and how it can be applied to your company; meet this year’s most promising Fintech start-ups in the 2013 Start-up Challenge finale. • Big Data Track Investigate how you and your organisation can derive new insights through Network Analytics from all the data that surround us. • Practice Track Experience new methods of thinking in “hands on” sessions. Step through the Innotribe tunnel, a “not-to-bemissed” experience, into a unique designed space. Your help can make this year’s slogan “There is light at the end of the tunnel” a reality. The Market Infrastructures Forum is a new two-day programme (September 16 to 17) that focuses on the specific interests and needs of market infrastructures and its customers. The forum will explore how the traditional strongholds of the financial industry are coping with today’s numerous industry challenges. It will examine how market infrastructures comply with regulatory requirements, how it addresses increasing systemic risk
OVER ThE yEARS, SIbOS hAS bEEN hELD IN VARIOUS cITIES AcROSS ThE GLObE 1979: 1980: 1981: 1982: 1983: 1984: 1985: 1986: 1987: 1988: 1989: 1990: 1991: 1992: 1993: 1994: 1995: 1996: 1997: 1998:
Amsterdam Copenhagen Dusseldorf Washington DC (the first Sibos outside of Europe) Montreux Barcelona Brighton Nice Montreal Vienna Stockholm Berlin Hong Kong Brussels Geneva Boston Copenhagen Florence Sydney Helsinki
and how it adapts to changing market needs. The forum will also look at how market infrastructures are re-inventing themselves to safeguard its position in the industry, today and for the future. Designed for market infrastructures providers and its members,
1999: Munich 2000: San Francisco 2001: Sibos was to be held in Singapore but was cancelled following the September 11 attacks 2002: Geneva 2003: Singapore 2004: Atlanta 2005: Copenhagen 2006: Sydney 2007: Boston 2008: Vienna 2009: Hong Kong 2010: Amsterdam 2011: Toronto 2012: Osaka FUTURE: 2014: 2015:
this forum is a unique opportunity to discuss and reflect on today’s challenges with peers from all over the world. It will enable essential dialogue between providers and customers as well as the exploration of new opportunities to shape the future.
Celebrating its 10th year at Sibos, the Standards Forum continues to be the place where business and standardisation meet. Throughout Sibos week, the Standards Forum offers a comprehensive programme of activities and sessions, centred on a
dedicated stand within the exhibition space, which welcomes business attendees, standardisers and vendors alike. A festive edition of the Standards Forum in Dubai celebrates the past, and reflects and discusses the present and future evolution of financial standards. The forum is organised by Swift Standards with the support of financial institutions, leading standardisers, market practice groups, standards organisations and vendors. The Sibos Technology forum is an excellent opportunity for the global IT community to debate the challenges facing the financial industry. During the two-day dedicated programme (September 16 to 17), technology and financial leaders will take the stage to discuss how to keep pace with the opportunities and risks of new technology. In addition to the conference, Sibos hosts a world-class exhibition, where participants can meet more than 200 financial institutions, application and middleware vendors, systems integrators, consultants, and central clearing systems from around the world all in one place.
— has drawn up a longterm growth strategy for the region. “International expansion is the key to YES Bank’s long term growth strategy and expanding in the Gulf is core to this strategy,” remarks Rana Kapoor, Founder, Managing Director and CEO,YES Bank. “We are currently in the process of applying for a license for a representative office in the UAE, which would cater to both NRIs and corporates. This set-up would complement our existing alliances with local banks and exchange houses in the Gulf, to reach out to the diaspora. We are also investing heavily in technology to get closer to NRIs in the Gulf.” Besides taking ads in daily newspapers, Indian banks also feature campaigns in special issues such as the India report, brought out by Khaleej Times twice a year (on January 26, the Indian Republic Day and August 15, the Independence Day), or the Reserve
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Dubai International Financial Centre
Managing Director & CEO YES Bank
Bank of India (RBI) guide on remittances. Besides, they advertise in special reports that the Gulf publications bring out on topical issues including remittances, Indian banks in the Gulf, and on the Dubai International Finance Centre. Some of the lenders take ads in newspapers such as the Times of Oman, or feature spots on local FM radio stations including City 101.6 and HIT 96.7 in Dubai. The ads are usually 30 second spots and the banks go for about 250 spots a month. YES Bank, Axis Bank and Kotak Mahindra Bank are the Indian institutions that frequently feature on these two popular FM radio stations in Dubai. The large Indian expatriate community in Dubai are avid listeners of FM channels, especially when they drive to and from work. Increasingly, banks from India also sponsor events such as talk shows or participate in round-table conferences. Recently, executives from State Bank of India, Union Bank of India and Bank of Baroda took part in one such conference organised by Khaleej Times. Last year, YES Bank sponsored a talk show that focussed on the Indian budget. And the recent SIBOS conference in Dubai attracted many banks from India. Catering to the affluent NRI community in the Gulf — especially the UAE — Indian banks constantly
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keep promoting their products and services and invest significantly in building their brand by utilising both the print media and radio. Obviously, this has paid handsome dividends as Indian expatriates have been the most loyal clientele for them for years. •
Some significant campaigns launched by Indian companies in recent months across global media
The Indian School of Business
The Indian School of Business (ISB), with campuses in Hyderabad and Mohali, is a world-class business school run as a not-for-profit organisation and funded by private corporations, foundations and individuals from around the world. The ISB recently took some ads in FT Business Education, promoting its exclusive, part-time, PostGraduate Programme in Management for Senior Executives (PGPMAX). The executive MBA level programme targets senior industry executives aspiring to move into leadership positions. FT Business Education is a widely read publication that focuses on financial training, executive education, online learning and MBA programmes. It also comes out with a series of global rankings and listings that are respected around the world.
An exclusive, part-time
Post Graduate Programme in Management for Senior Executives PGPMAX is designed for busy senior executives, ideally with a track record of more than 15 years of achievements; possessing exceptional self-confidence, motivation and desire to take their organisation to greater heights. It will accelerate the transition to leadership by enhancing the general management skills needed for superlative performance. Companies looking to develop their senior management will also find PGPMAX an ideal programme.
A high-impact, game-changing learning experience for those stepping into leadership.
Part-time | 15 months | Experienced peer group | Average age: 42 years Top-notch faculty | Classes at ISB, Kellogg and Wharton
Eligibility: Bachelorâ€™s degree | 10 years (min) work experience
Visit us at QS World EMBA Tour Delhi, Mumbai, Dubai & Singapore. To register for info sessions/for corporate sponsorship, contact: +91 40 2318 7700 | email@example.com | www.isb.edu/pgpmax
Indian School of Business
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Campaign watch Genpact Ltd.
Genpact Ltd, a global leader in transforming and running business processes and operations, stands for Generating Impact. The latest series of ads featured in Forbes magazine focuses on this very aspect of the company. The company, which has 60,000 employees working in 24 countries, aims to help its clients become more competitive by making their enterprises more intelligent through becoming more adaptive, innovative, globally effective and connected to their own clients.
DLF Ltd, India’s leading real estate developer, has for years been utilising the international media to promote its projects across the country. The company recently took an ad in Arab Times, the leading English daily in the Gulf, highlighting its new project, the Valley at Panchkula near Chandigarh. “Having achieved success in life, it’s time to realise what you’ve always desired,” the ad urges NonResident Indians living in the Gulf. The company, which has a 60year track record, has 320 million sq ft of planned projects with 52 million sq ft of projects under construction. Its development business includes homes and commercial complexes.
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The Confederation of Indian Industry (CII) ran an ad in The Washington Post on September 27, on the occasion of the visit of Prime Minister Manmohan Singh to the US. TheWashington Post is one of the most influential papers in the US, and respected around the world.
Xavier School of Management (XLRI), a premier, private management school based in Jamshedpur, recently ran an advertisement in Khaleej Times, Dubai, offering its two-year post-graduate programmes to potential candidates in the Gulf.
This wholly owned company of Jharkhand State Electricity Board, recently released a global tender ad in Financial Times, a paper renowned amongst the global industry for offering a strong ‘Contracts and Tenders’ section on a daily basis. Advertisements are published worldwide, so that companies and governments can be confident that they will be reaching the broadest spectrum of the business elite across a vast range of sectors.
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