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Volume 12 | Issue 12 | October 2018

SUNDEEP CHUGH

CEO & MD, Benetton India

Brands today are moving towards using emotional appeal to enhance brand recall and connect with their consumers TS KALYANARAMAN Chairman & MD, Kalyan Jewellers

THOMAS GEORGE MUTHOOT MD, Muthoot Capital Services

DEEPAK IYER MD, Mondelez India


COVER STORY OCTOBER 2018

Publisher & Editor-in-Chief Annurag Batra Director Amit Agnihotri Director Nawal Ahuja EDITORIAL TEAM

Executive Editor

Jyotsna Sharma

Correspondents Smriti Mishra Anam Khan DESIGN TEAM

Art Director

Shivaji Sengupta

Senior Graphic Designer

Joby Mathew

Photographers Ashish Chawla (Mumbai) Suresh Gola (Noida) Cover Design

Shamsad Shaikh

AD SALES

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IT’S OKAY TO BE EMOTIONAL Marketers these days are moving towards using emotional appeal in their campaigns to enhance brand recall and in turn create brand advocacy. Creating an emotional connect with the digital being however, is not an easy task.

T S KALYANARAMAN

CHAIRMAN & MANAGING DIRECTOR KALYAN JEWELLERS

Runa Sinha (National Business Head)

runa.sinha@exchange4media.com - 9810497903 Sneha Walke (VP Special Projects & South Head) sneha@exchange4media.com - 9845541143 Ashish Kudalkar (Regional Manager West - Sales & Business Development) ashish.kudalkar@exchange4media.com - 9820541742

0FFICES

NEW DELHI: B-47, Ground Floor, Defence Colony, New Delhi -110 024 NOIDA: B-20, I-Floor, Sector-57, Noida, Uttar Pradesh - 201301 Phone: (0120) 4007700 Mumbai: 301, Kakad Bhavan, 3rd Floor, 11th Street, Bandra (W), Mumbai - 400 050 Phone: (022) 2640 3303/09/14/16 Bengaluru: # 18, 3rd B Cross, Domlur II Stage, Bangalore 560071

PUNEET ANAND

SR. GM & GROUP HEAD HYUNDAI MOTOR INDIA LIMITED

THOMAS GEORGE MUTHOOT DIRECTOR, MPG & MD, MUTHOOT CAPITAL SERVICES

SPECIAL FEATURE

CIRCULATION/DISTRIBUTION

Vinod Sharma (Delhi) - 9999447209 vinod@exchange4media.com Anandan Nair (Mumbai) - 9819445200 anair@exchange4media.com On News-stands ` 100/www.pitchonnet.com Printed and published by Annurag Batra on behalf of Adsert Web Solutions Pvt Ltd B-20, I-Floor, Sector-57, Noida, Uttar Pradesh - 201301 Printed at All Time Offset Printers, F-406, Sector-63 Noida, Uttar Pradesh - 201 307 An exchange4media Publication

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DEEPAK IYER MD, MONDELEZ INDIA

ANIL VISWANATHAN DIRECTOR MARKETING CHOCOLATES

INDERPREET SINGH ASSOCIATE DIRECTOR MARKETING - GCBM

70 YEARS AND COUNTING

SUDHANSHU NAGPAL CATEGORY HEAD BISCUITS

THE MONDELEZ JOURNEY

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ADVERTISING

AUTHORED COLUMN

DOING IT THE

CADBURY WAY!

BRANDS RISE ABOVE TRANSACTIONAL RELATIONS TO CREATE STRONGER EMOTIONAL BONDS WITH CONSUMERS SUNDEEP CHUGH MD & CEO, Benetton India

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18 AUTHORED COLUMN

LIFESTYLE

THE IMPORTANCE OF EVOLVING WITH CHANGING CONSUMER TRENDS

BUSINESS OF MATCHMAKING IN THE

DIGITAL AGE

S PRASANNA RAI

36

VICE PRESIDENT MARKETING, WIPRO CONSUMER CARE AND LIGHTING

FESTIVAL MARKETING

THINGS NOT TO DO THIS FESTIVE SEASON

LIFESTYLE

SAHIL SHAH

62

VP OPERATIONS & MEDIA WEST & SOUTH, WATCONSULT

54 TECH/AUTHORED COLUMN

BEAUTY AWARDS AND THEIR REWARDS

BENEFITS OF

APP STORE 10 GADGETS

12

BOOK REVIEW

68

RAPIDFIRE

60

ROHIT KUMAR PANDEY

CO-FOUNDER & CEO. SIGTUPLE

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EDITOR-IN-CHIEF’S NOTE

The power of emotional connect DR. ANNURAG BATRA Chairman & Editor-in-Chief abatra@exchange4media.com @anuragbatrayo www.facebook.com/anuragbatrayo

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esearch suggests that human beings feel first and think later. It has been suggested that we make our decisions based on emotions rather than logic. In fact, even with decisions based on logic, the point of choice is usually always based on emotion. Take a moment to reflect on some of the most important and also some of the most mundane decisions you might have taken up till now in your life. You will find that hours of labouring over the pros and cons of a choice, countless discussions with your mentors, and even solid data was of no use when it finally came to the point of deciding - It was your gut, your heart, that won. Humans react intuitively to things they perceive, and it is this intuition which colours their responses. This is why you must have noticed that within the first few seconds of meeting somebody or seeing something, you form an impression about it, which is either positive or negative. From these impressions, actions are born. What does this mean for marketers and brands?

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imple, create a connect with the consumer, make him feel like there’s a part of him within the brand, that the brand is an extension of his personality / identity. If we look at the Tata

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Tea ‘Jaago Re’ campaign, we see a great example of the brand creating an emotional connect with the consumer through topical social issues. Some powerful adverts created as a part of this series highlighted important issues like women’s safety, corruption and the importance of voting etc. Creating an emotional connect gives the consumer a sense of belonging, which in turn creates brand intimacy. The question is how to create this emotional connect?

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o create this connect, a brand must truly understand its users’ emotional needs. It should be genuine, speak the language of the consumer and personalise its offerings for the consumer. The best way to achieve all this is to rely on feedback from users. In fact, some brands work on building the product and refining its features & services based on the feedback from just a select group of consumers. Since the group is small and they are actively invested in building the brand, they tend to generate high quality content, and are the strongest advocates of the brand. Of course, this also helps generate a buzz and attract more users but most importantly, it helps build strong brands and happy consumers.


T W I T T E R AT I

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APP STORE

WHAT YOU GOT IN YOUR

MOBILE? IT’S TIME TO ROLL AND RECORD YOUR SKYPE CALLS

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kype is a necessity for millions today but it always lacked a basic option of call recording. However, now Microsoft is resolving this issue and has built recording into Skype on both the desktop and the mobile. This latest version of the app is available almost on every platform except Windows10, on which it will be added soon. Recording is pretty simple to activate. Once you’re on a call, just hit the plus sign on the lower right and then select “start recording.” The others on the call will see a little banner announcing the call and the fact that it is being recorded. Once the call is finished, the recording — video and audio — is stored online as an MP4 file for up to 30 days, during which time you and anyone who was on the call can save it locally or share a link to it.

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FROM TEZ TO GOOGLE PAYGOOGLE’S VERY OWN INDIAN PAYMENT SERVICE ON A PATH OF EXPANDING AND RE-BRANDING

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ez has been a delight for all because of its super easy payment services. Launched in India, a year ago, now the company is giving the service a major push into retail as it prepares to expand it to other parts of Asia and beyond. Being rebranded to Google Pay, the app itself is bringing it in line with Google’s global payment service, which is available in 20 countries. The service already supports payments with some 2,000 apps and websites, including Goibibo and RedBus, and is adding to that number through ‘deep’ integration with partners such as Uber, and ticketing service BookMyshow. Not just that, Google is also focusing on offline, and it is in the process of adding in-store payment support with a range of retail brands that will include Big Bazaar, e-Zone, and FBB.

MORE MONEY IN ALIBABA’S WORLD

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libaba confirms it raised $3B for its newly consolidated local services business after it united its Koubei local service business with Ele.me, the on-demand delivery business it recently acquired.


EBAY’S KIND GESTURE FOR ITS MOTOR IMPAIRED USER

NOT JUST ‘TRINGTRING’ BUT NOW YOU CAN ALSO PING ON JIO PHONES

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hatsapp hits Jio feature phones. In the middle of the fake news fiasco, Facebook owned whatsapp makes a grand entry on Jio phone 1 and 2’s KaiOS, which are designed to support 22 of India’s vast array of native languages. Users will be able to send texts, photos, videos and voice messages with end-to-end encryption, though it will lack advanced features like augmented reality and Snapchat story-style status updates. This new feature will be made available for use by the 20th of September.

GOOGLE’S NEWEST APP FOR THE BLOGGER

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INSTAGRAM AND VIDEO TAGGING

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nstagram is testing a way to allow users to tag their friends in their video posts, not just in photos. The option works similar to tagging photos, but instead of pressing the small icon at the bottom left, the list of tagged names appears on top of the content. People will be redirected

bay’s HeadGaze lets motorimpaired users navigate the site with head movements. Mobile phones like iPhone X may have rolled out the head gaze feature intended for AR and security purposes, but it may also turn out to be very useful for people with disabilities. HeadGaze, relies on the iPhone X’s front-facing sensor array

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oogle’s app game has always been strong. Few examples of Google’s successful apps are Tez for payments, Areo for food ordering, Neighbourly for communities, data-friendly versions of apps like Search and YouTube, and others. Now, the company is launching an app to serve the needs of Indian bloggers with an app called “Blog Compass.” Blog Compass helps bloggers manage their sites and find topics to write about based on Google’s trending topics. Adding to that, suggestions will also be based on the blogger’s interests and posting history. The app will work both on Google’s own Blogger.com blogs as well as with WordPress sites.

TWITTER INDIA PARTNERS WITH WHITE SWAN FOR A NOBLE CAUSE

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to a new page titled “People in this Video” with all the Instagram users who have either appeared in the video, or who the original poster wants to alert in some way. These videos will not appear on the tagged users’ profiles. Video tagging is also not appearing on the web version of Instagram at present, it is only on mobile.

(via ARKit) to track the user’s head movements. Different movements correspond to different actions as can be seen in the demonstration app that shows the online retailer’s daily deals: navigate through categories and products by tilting your head all the way in various directions, or tilt partway down to buy, save or share.

witter announced a partnership with non- profit organization White Swan Foundation in a bid to raise awareness on suicide prevention in India. The company will provide them with #adsforgood grants to help them reach more people. Twitter, in partnership with the International Association for Suicide Prevention, also launched a special emoji for the World Suicide Prevention Day, that was observed on the World Suicide Prevention Day globally, including in India.

TAKE A BREAK FROM DATING

B

umble launches snooze button to pause dating for a digital detox. This newly added feature lets its users stop showing up to people swiping through potential matches for a day, three days, a week or indefinitely. Users also get to select an away message,

like “I’m traveling,” “I’m on a digital detox,” “I’m focusing on work” or “I’m prioritizing myself,” that will be seen by existing matches with whom they were chatting.

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GADGETS

WONDERS OF GADGETS ‘CANDY FOR YOUR EARS’ – SKULLCANDY LAUNCHES TWO NEW WIRELESS HEADPHONES

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he brand that is aimed at younger audiences launched two new models - Venue and the bassheavy Crusher 360, which are designed to hit the Bose/B&O/Sony quality point. Facing competition from multiple players, skullcandy decided to step up their game in terms of quality and style. Venue with excellent noise cancellation feature cost a mere $179. Crusher 360 are also well-made headphones that collapse into a slightly smaller package than the Venue. They also offer what Skullcandy calls Sensory Bass and a 360-degree audio. The headphones cost $299.

TECHNOLOGY FOR A GOOD CAUSE, ‘ROBOT HELPS KIDS WITH AUTISM’

TECHIE PET FOR THE TECH LOVER

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ony’s robot dog Aibo is headed to the US for a cool $2,899. The long awaited robotic dog will be bundled with three years of Sony’s AI Cloud service as well as a variety of toys, including a pink ball, an “Aibone,” paw pads, and a charging station. The AI Cloud allows Aibo to send its daily activity back to Sony’s servers, which the company claims help shape the robot’s personality and let owners stay connected with their Aibo over Wi-Fi or LTE through AT&T. The US version of Aibo incorporates eyes made of OLEd, which not only makes it adorable, but also makes it a great device for photo capturing. It also incorporates a bunch of sensors and actuators to activate the pup and keep it interactive. There’s a camera on its back to help it navigate to its charging pad, and its nose camera helps it find the Aibone and identify family members through facial recognition. It also responds to voice commands, and you can add tricks to its knowledge base through the companion Android. / iOS Aibo app.

LETS GET HEALTHY, FIT ‘N’ FINE WITH LENOVO’S NEW CARDIO PLUS HX03W SMART BAND

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little bot named QTrobot from LuxAI could be the link between therapists, parents, and autistic children. The robot, which features an LCD face and robotic arms, allows kids who are overwhelmed by human contact to become more comfortable in a therapeutic setting. The robot reduces anxiety in autistic children and researchers saw many behaviors, hand flapping, for example – slow down with the robot in the mix. The robot is entirely self-contained and easily programmable. It can run for hours at a time and includes a 3D camera and full processor. Now this is an excellent outcome!

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enovo is keeping up with the latest in technology, they recently announnced a new “Cardio Plus HX03W” smart band with multi-interface options and more health and fitness features for Rs 1,999 in India. The smart band supports a 0.96” OLED full screen display and comes with an embedded heart rate sensor. For both the android and the iOS, the smart band comes with a running mode, anti-sleep mode, long sitting alert and sedentary reminder features. The Bluetooth enabled band is available in Black, Blue, Red and Orange colour on Amazon India.


BRIGHTEN UP YOUR SELFIE WITH CAMON I ACE

AN ATTEMPT AT INTELLIGENT CONNECTIVITY

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ecno Mobile, the smartphone brand from Bangkok based Transsion Holdings, strengthens its portfolio with the launch of their new camera centric mobile ‘CAMON I Ace’. Priced at 6,799 with 13 MP AI rear camera, AI-powered selfie, 5.5” HD+ screen with 18:9 Full View display, 3050 mah battery, and Face Unlock, CAMON I Ace is one of the favourites of the millennials. Emphasizing on their campaign, ‘Har Surat Khoobsurat’ and how the CAMON series of smartphones are different, Gaurav Tikoo, CMO, Transsion, India, said, ‘Our brand campaign ‘Har Surat Khoobsoorat’ aims to celebrate beauty of every Indian and empower them to pose proudly in any light condition. Through our CAMON portfolio we are committed to delivering the best camera and

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selfie experience at a great price. Filling-in the gap for generation next, the latest CAMON iACE ticks every box and is what a consumer is looking for in a perfect camera-centric smartphone. ‘

TALKING WILL BE ALLOWED WHILE DRIVING

nePlus is developing its own smart TV. According to details revealed by CEO Pete Lau, this new device will mark the five-year-old company’s next step towards “building a connected human experience.” Lau commented, ‘We want to bring the home environment to the next level of intelligent connectivity. To do this, we are building a new product of OnePlus’ premium flagship design, image quality and audio experience to seamlessly connect the home’.

A THOUSAND DOLLARS CAN BUY YOU AN APPLE

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ercedes-Benz turns to SoundHound for invehicle voice assistant. Drivers of the new Mercedes-Benz A-Class vehicles will soon be able to talk to their cars. And the cars will respond. Ask the car to turn on the heads-up display or for the sports scores and it shall oblige! Say you’re hungry and it will suggest restaurants. The new in-vehicle assistant utilizes local and cloud data to provide drivers plenty to talk about. The service was built by a 13-year old startup run out of Santa Clara, CA called SoundHound . Originally, the company launched as a Shazamlike service but kept evolving into a robust conversational artificial intelligence service. Different versions of SoundHound’s services are available on a number of platforms including iOS, Android and in several vehicles made by Kia and Hyundai.

pple announced the iPhone XS, iPhone XS Max and iPhone XR. These three new iPhones for 2018 officially replace the iPhone X, which Apple pulled from its stores after the announcement. So if you’re looking for a new “IPhone X” this year, one of these three will have to be it. While the iPhone XS and iPhone XS Max have virtually the same guts, just in two different sizes, the iPhone XR is a cheaper, more colorful with a few compromises. The iPhone XR starts at $749 for the lowest storage capacity, the iPhone XS starts at $999 like last year’s iPhone X, and the XS Max’s 64GB model costs $1,099. The prices rise from there with each jump in internal storage.


#indianmarketingawards

PRODIGIOUS JURY OF

#IndianMarketingAwards 2018 GRAND JURY

AMIT JAIN

Managing Director

HETAL KOTAK

DR MAHESH GUPTA

ERIC BRAGANZA

Founder - Chairman

President

CEO

Sr. VP, South Asia - Home Hygiene

NARASIMHAN ESWAR

PRATIK POTA

SANDEEP JAIN

TARUN ARORA

VIVEK SHARMA

Director

COO & Director

Youth Partner

CEO

Managing Director

Associate Partner

HERJIT S. BHALLA

Managing Director - India

SAM SINGH

CEO - South Asia

YASHISH DAHIYA

Group CEO & Co-Founder

Knowledge Partner

Co- Partners

PRESENTS

Trade Media Partners

INDIAN MARKETING AWARDS CO-POWERED BY

Music Community Partner

Business Media Partner


ASSESSMENT JURY

ANURITA CHOPRA

Area Marketing Head - Oral

AMIT SETHIYA Head Marketing

BISHWAJEET SAMAL DEVARSHY R GANGULY Head Marketing

VP - Marketing

KIRAN GIRADKAR

MAYANK P SHAH

Head Marketing

Category Head - Biscuits

SATISH NS

SILVIA TALLON

Sr. VP - Sales & Marketing

Sr Marketing Director - India

AMIT KOTHARI

ASHISH DHRUVA

HARDEE SHAH

KAPIL GROVER

Head Marketing

VP Marketing

CMO

CMO

NITIN KHANNA

SAI NARAYAN

Associate Director of Marketing

Associate Director and Head Marketing

SRINIVAS RAO

SUKHPREET SINGH

Sr. VP - Marketing

Corporate Head Marketing

EXTENDED DEADLINE FOR AWARD ENTRIES - 10TH OCTOBER 2018 TO SEND IN YOUR ENTRIES, PLEASE CONTACT: Sonia Mehndiratta - sonia@exchange4media.com, +91-9899966264 Priyanka Singh - priyanka.singh@exchange4media.com, +91-9810839486

FOR PARTNERSHIPS, PLEASE CONTACT: Runa Sinha - National Business Head | runa.sinha@exchange4media.com | +91 9810497903 Ashish Kudalkar - Regional Manager West-Sales & Business Development ashish.kudalkar@exchange4media.com | +91 9820541742 Sneha Walke - VP Special Projects & South Head | sneha@exchange4media.com | +91 9845541143 Nikhil Tandon - Regional Manager - North | nikhil.tandon@exchange4media.com | +91 9999700906


ACROSS THE GLOBE

GLOBAL MARKETING NEWS COFFEE TIME FOR COCA COLA Soft drinks giant Coca Cola announced its willingness to enter the coffee segment through the purchase of Costa Coffee in a deal worth $5.1 billion. The deal comes in at a time when Whitebread had intended to spin off the coffee chain, which it bought for 19 million pounds in 1995. Today, Costa Coffee is the biggest coffee chain in the UK consisting 2400 coffee shops in the country and another 1400 outlets in over 30 countries.

MICHAEL KORS ACQUIRES VERSACE

FACEBOOK’S NEW DATA BREACH

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merican fashion giant Michael Kors Limited agreed to buy Italian label Versace for around $2.1 Billion. The brand had also bought shoemaker Jimmy Choo last year and with this deal, it would get a strong foothold in the European luxury market. After the completion of the acquisition, the group will officially be called Capri Holdings Limited.

s per Facebook revelation, at least 50 million user accounts were confirmed at risk after attackers exploited a vulnerability that allowed them access to personal information. The attackers stole access tokens through Facebook’s “View As” feature, which allows users to see what their own profile looks like to someone else. This comes in after Facebook made headlines with the Cambridge Analytica Scandal earlier this year.

AMAZON RAISES MINIMUM WAGE FOR US EMPLOYEES

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nline retail giant amazon announced that it would raise its starting wage for US workers to US $15 (Rs. 1,100), effective November 1. The pay raise will apply to about 350,000 workers including seasonal employees. “We listened to our critics, thought hard about what we wanted to do, and decided we want to lead,” CEO Jeff Bezos said in a statement.

INSTAGRAM CO- FOUNDERS QUIT

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nstagram co- founders Kevin Systrom and Mike Krieger have decided to quit the photosharing app that was bought by Facebook six years ago for $1 billion. In a post shared on Instagram Kevin wrote, “We’re planning on taking some time off to explore our curiosity and creativity again. Building new things requires that we step back, understand what inspires us and match that with what the world needs; that’s what we plan to do.”

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A TWEET THAT COST MILLIONS

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lon Musk will step down as Chair of Tesla for at least three years and pay a $20 million fine after reaching an agreement with the US Securities and Exchange Commission. The SEC had filed a lawsuit against Musk on the claims of misleading investors through his tweet on August 7 this year. The tweet stated that he had funding secured to take Tesla private at $420 a share, whereas no such plans were discussed with the Company. Both Musk and the company will pay $20 million each as fine.

JACK MA TO STEP DOWN FROM ALIBABA

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ack Ma, co founder of China’s largest e-commerce firm Alibaba Group Holding Limited, will step down as executive Chairman in September next year, passing on the role to CEO Daniel Zhang. However, Ma will remain on Alibaba’s board of directors until the company’s annual general meeting in 2020.

PAYTM RAISES $300 MILLION FROM BERKSHIRE HATHAWAY

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ne97 Communications Limited, the parent firm of Paytm has raised $300 million from billionaire investor Warren Buffett’s Berkshire Hathaway Inc. The investment is expected to give Berkshire nearly a 3% stake in the company and would value One97 Communications at $10 billion.

DUNKIN’ DROPS THE DONUTS

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merican chain Dunkin’ Donuts recently announced that it will rebrand as simply Dunkin’ starting January 2019. However, doughnuts will continue being on the menu and the renaming reflects the brand’s increasing emphasis on coffee and other beverages. The 68 year old chain will still have the orange and pink color scheme that it has used since 1973.

TATA RETAINS DELHI’S ICONIC TAJ MANSINGH

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ata Group’s Indian Hotels Company Limited has retained the iconic Taj Mansingh Hotel situated in Lutyens Delhi for another 33 years. In an e- auction conducted by New Delhi Municipal Council, IHCL outbid ITC Hotels to acquire the lease for the property and pay a sum of Rs. 7.03 crore per month as license fee. The 33 year lease for the hotel was previously given to the Tata group in 1978 and had expired in 2011.

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COVER GUEST COLUMN NOTE / OPINION

BRANDS RISE ABOVE TRANSACTIONAL RELATIONS TO CREATE STRONGER EMOTIONAL BONDS WITH CONSUMERS SUNDEEP CHUGH MD & CEO, Benetton India

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alue for money, performance excellence, convenience are no longer sufficient to create a distinct brand identity. The millennial consumer can harness the unlimited power of technology with the click of a button to view a plethora of product and brand options, download discount offers through multiple platforms and examine peer reviews before selecting a product from the convenience of his home, work, car or just about any physical space. Thus, it has become imperative for brands to create a compelling story that resonates with the new millennial audience who view their brand choices as an extension of their personality and belief system. The younger generation is not afraid to take a stand and voice their opinion on larger social issues and that is what they have come to expect from the brands that they endorse as well. While building an emotional connect can be tedious, its impact is much more profound and long term, as the brand does not simply gain loyal consumers but active brand advocates who continue to influence other consumers through word

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of mouth, social sharing and referrals. United Colours of Benetton, has been at the forefront of this revolution. The brand was built on the premise that garments are a lot more than warps and wefts, but in fact represent different colours of every consumer’s emotions, convictions and beliefs. Taking this thought forward, the brand has fearlessly addressed social issues that continue to plague humanity globally. However, with over two decades of dressing up Indians across the nation, the brand has come to realise that not only are the consumer demands unique but so are the social issues that inflict the community at large. Hence, as the brand secures a

stronger foothold in India, it also strengthens its commitment to voice these issues, by launching a thought provoking platform – United By, which aligns with the global social campaign structure, resonates with the brand’s philosophy of embracing diversity with unity while addressing evils that fester deep within the social conscience of the nation. In 2016, the first campaign #UnitedByPlay, was launched on Indian Independence Day. The video showcased the two biggest influences in a country that is obsessed with hero worship – cricket and religion and the power of sport to unite across religious divides. #UnitedbyPlay was followed by an emotional video #UnitedByFaith that was released last year again on Independence Day depicting


the endearing story of an unsung hero - Noorul Hasan, a Muslim resident in Lucknow who gave up a part of his house to restore an abandoned old Hindu temple that he shared a wall with. Building on the momentum, Benetton India once again took a strong stand for unity and created another soul stirring video for its campaign #UnitedByHope that showcased a social experiment to highlight different perspectives of two generations as they explore the concepts of religious diversity and national unity. Over the last few years, Benetton India has called upon the evils that have destroyed our social fabric and has dared to become a voice that questions all that divides us. Thus through its eye opening campaigns #UnitedByDon’ts and #UnitedByHalf, Benetton has questioned the rights and safety of women in India. Both these videos force the nation to reflect on gender inequality that continues to thrive in our society. Each of these campaigns champion a hard hitting issue, but the narrative is woven with compassion and sincerity that compels the viewers to reflect on their thoughts and actions. #UnitedByHalf speaks for a gender equal society where women are not seen as better halves and definitely not the weaker halves. The campaign aims to change societal mindset and celebrate women as equal partners. A society where women are not denied their voice or their opinion whether at home, school, or work. The campaign is a part of Benetton Group’s Women Empowerment Programme aimed at supporting the empowerment of women worldwide. As a mark of a true fashion leader, Benetton India does not shy away from standing up for those who create the master pieces that give every fashion label its true competitive advantage. With its campaign #UnitedByPurpose, Benetton India aspires to create a platform for local artisans across India, to allow them to showcase their craft to a wider segment of consumers. The brands launched the first special capsule

#UNITEDBYFAITH DEPICTS THE ENDEARING STORY OF AN UNSUNG HERO - NOORULHASAN, A MUSLIM RESIDENT IN LUCKNOW WHO GAVE UP A PART OF HIS HOUSE TO RESTORE AN ABANDONED OLD HINDU TEMPLE THAT HE SHARED A WALL WITH collection under the initiative, with its Autumn Winter ’17 collection. The success of the campaigns is reflected in their strong media footprint but most importantly in the conversations initiated by each of the chosen themes and videos that carried on long after the campaign launch. While social equity is

becoming a buzz word across brands, consumers are becoming increasingly vary of brands that choose to appear socially relevant with one off campaigns with no follow through. Thus, creating an umbrella platform, United By, helps Benetton India garner a stronger brand connect as well as campaign recall as every subsequent campaign follows the same nomenclature. Besides, carrying the same underlying thought or issue across multiple campaigns, aids in creating a larger impact as well. The final verdict is always that of the consumer. Every campaign by Benetton India is followed by a sentiment analysis to gauge the actual impact. With a 98% positive sentiment, viewers, both consumers as well as non-consumers, have validated the brand’s effort to rise above a simple transactional relationship and create a more meaningful voice - a voice that identifies and brings together all the diverse pillars of our societyreligious, social and economic, to create something bigger, more powerful and all encompassing – a united nation!

OCTOBER 2018 | PITCH | 19


ADVERTISING

DOING IT THE

CADBURY WAY!

Smriti Mishra

70

years of Cadbury in India and one thing that hasn’t changed over the years is the way it engages with the consumers. From the 80’s campaign, ‘Sometimes, Cadbury’s can say it better than words’ to the recent ‘Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’, one common factor across all Cadbury advertisements has been the

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ANIL VISHWANATHAN,

Director- Chocolates, Cadbury India.

It’s been a journey of unlocking opportunities around meetha. We have a concept called fresh consistency – all marketing theories talk about that. The journey of kuch meetha ho jaaye has been evolving- Be it ‘Dil ko jab Khushi Choo Jaaye, Pappu Paas ho gaya, Pehli tareek, Shubharambh or khaane ke baad kuch Meetha ho jaaye’. We came up with a ‘meetha wheel’ where we discovered different ways of looking at the meetha space- Occassions, insights and situations around ‘meetha’. Our journey has transformed from a ‘marker’of meetha occasion to a ‘maker’ of the meetha occasion, where we create reasons why people can celebrate good with meetha.


Cadbury Dairy Milk advertising has always been about ‘dil’ not ‘dukandaari’. Whether it is the taste of childlike joy in ‘asli swaadh zindagi ka’ or bitter struggles with life’s whimsies giving way to sweet celebrations in ‘pehli tareek’ or the magical transformation of an empty wrapper through a sweet gesture in ‘kuch accha ho jaaye, kuch meetha ho jaaye’; it has never failed to put a smile on the face. Rather than selling chocolate, it makes you feel how it tastes. Our emotions move us more than logic and especially so when it is chocolate and Cadbury has always understood this.

way relationships are portrayed, thereby, creating an instant emotional connect. Let’s travel back to the 90’s when the brand introduced ‘Asli Swad Zindagi Ka’, these advertisements intended to break the ‘for kids only’ image of the brand. There is one particular advertisement that everyone remembers, a young woman breaking into a dance to celebrate a great shot by a cricketer. She is shown dancing on the cricket field with immense

happiness, enjoying a Cadbury Dairy Milk. This series helped Cadbury establish its image as a ‘brand –for-all’ increasing visibility among people across all age groups. What was next? As the brand continued gaining popularity, the next step was to associate Cadbury with every event in our lives, no matter how big or small. And this is when Cadbury came up with its ‘pehli tareekh’ advertisement. The advertisement focused on

GANAPATHY BALAGOPALAN, Chief Strategy Officer, Ogilvy India.

the happiness that individuals experience on the first of every month when they get their salary - ‘khush hai zamana’ and ‘meetha hai khaana aj pehli tareekh hai’ made an instant impact on the consumers’ who wait for the first of every month to fulfill all their wishes. Then onwards, the brand became synonymous with celebrations of every kind. Whether it was its ‘Badhti dosti ke naam, kuch meetha ho jaaye’ or ‘khaane ke baad meethe mei,

OCTOBER 2018 | PITCH | 21


SUKESH NAYAK, Chief Creative Officer, Ogilvy India.

Cadbury campaigns are a series of beautiful stories that have always found a real connection with people. The new campaign of ‘Kuch accha ho jaye, Kuch Meetha ho jaye launches the new positioning of Cadbury. It’s a beautiful story that lands generosity. Something that I feel the world needs a lot these days. This story is a moment captured on a regular day between two brothers told with a simple human charm, straight from the heart. It doesn’t stop at this. There is a whole lot planned to bring alive this thought- Digital, on-ground, experiential. It is Cadbury’s attempt to bring forth the inherent goodness in people,capturing the spirit in a way that only Cadbury can. 22 | PITCH | OCTOBER 2018

kuch meetha ho jaaye’; or even, the way the brand gave a new approach to age old traditions of gifting sweets during festivities through its Celebration seriesCadbury leveraged every situation to bring out the best. Now jump to 2018 and we see its newest ’Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye’, a campaign so simple yet so strong putting across the message of generosity. The campaign shows a child praying for an extra Dairy Milk, seeing which his elder brother decides to give up his share of the chocolate. The honest act of kindness and the joy of giving is displayed in the most beautiful and effortless way and this is where Cadbury shows that nobody does it better them.


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COVER GUEST COLUMN NOTE / OPINION

THE IMPORTANCE OF EVOLVING WITH CHANGING CONSUMER TRENDS S PRASANNA RAI

Vice President Marketing, Wipro Consumer Care and Lighting

I

n the late 1990s, a professor of marketing in one of the premier B-Schools addressing a forum of marketing professionals commented, “We are soon reaching a phase where whatever we buy today, we will regret tomorrow. Because tomorrow there will be a better product at a better price.” We are living in that phase now. A phase where consumers are discerning, demanding and at time disapproving of their own choices and decisions.

24 | PITCH | OCTOBER 2018

POLLUTION IMPACT A decade ago who would have thought pollution will become one of the biggest enemies of skincare and consumers – both women and men alike will be willing to spend a considerable amount of money to fight it. Rapid urbanization has fuelled pollution. Delhi, for instance, has been witnessing both smog and high air pollution levels periodically. Any type of pollution – be it dirt and dust or air - means that our skin is

exposed to acne breakouts, dry skins, rashes etc. Added to this, India’s working women population in urban areas is about 12 million and growing. Women use personal care products and this habit will only grow stronger. There will be a greater need for products specifically in skin care, hair care and body care segments. Personal skin care and grooming consumption will only be moving northwards. Another critical component is the fact that disposable income continues to rise. This allows consumers to upgrade to premium products. It is estimated that by 2025, the elite and affluent consumer segment will account for 40% of all consumer product consumption, up from 27% in 2016. Within this segment, the urban elite and affluent are fueling most of the growth. Premium products segment will witness consistent growth and several innovations in the years to come.


IT IS ESTIMATED THAT BY 2025, THE ELITE AND AFFLUENT CONSUMER SEGMENT WILL ACCOUNT FOR 40% OF ALL CONSUMER

PRODUCT

CONSUMPTION.

BEAUTY IS NO LONGER ONLY A WOMAN’S PRIORITY It is a well-known fact that male grooming is steadily increasing in India and the world over. Indian men today are willing to spend more on making grooming a daily habit. It is this trend that has helped brands like Ustra launch innovative, never before products like beard and mustache range, turban beard fixing range and others. Indian men, particularly the youth are as much conscious of their looks and beauty as women are. India’s burgeoning youth population, which is a little over 50% of the

total population, is likely to ensure male grooming products will not go out of fashion, anytime soon. India has a large youth population with a median age of 27.9 years. Almost onethird (27%) of India’s population is younger than 15 years old. DESI MOVEMENT A wave of desi movement is a significant development we have seen throughout the country across products and services including consumer products. Products with Indian ingredients, Indian origin is being owned with pride today. India is the home for Ayurveda and a host of ayurvedic products are being lapped up by consumers. Consumers are shunning synthetic and artificial products. From video streaming platforms like Netflix and Amazon to fast foods and Pizza joints like McDonald’s and Pizza Hut are making their offerings ‘Desi’. This uninhibited fusion of Indian preferences has

become mainstream today. It is all pervasive. GOLD RUSH Consumers in Asia, not just in India, are enamoured by brands that have Gold as one of the key ingredients in its products. Be it liquid soap or facelift cream, adding Gold is enticing more and more consumers. It attracts a premium and consumers are willing to pay for it. Safi, a Halal personal care and skin care brand in Asia has Safi Gold and Bio-essence, an innovative skincare brand’s has 24K BioGold that is popular across Asia. All these underscore the need for R&D Labs in consumer companies. Unless companies are nimble and fast enough to convert a consumer insight into a product placed on the retail shelves in quick time, it can become a miscalculation that will cost them dearly in the long run. Companies are looking into this aspect and making significant investments. Anti-aging products, cooling products, anti-pollution products that were hitherto not prominent few years ago are the categories that are revolutionizing skin care segment. Many are Indian products with Indian ingredients. These R&D Labs are rolling out products at an amazing speed. Happy and even better days are ahead for both companies and consumers.

OCTOBER 2018 | PITCH | 25


SPECIAL FEATURE

26 | PITCH | OCTOBER 2018


Jyotsna Sharma

H

ave you noticed how a piece of chocolate has the power to make everything alright? Given the power this delicious food has over humans, one would imagine that chocolate is the easiest product to sell. To see how much truth there is in this assumption, we decided to head over to Mondelez and have a chat with the top leaders responsible for the range of chocolates, cookies and beverages produced by the company.

INDIA IS ONE OF OUR 10 PRIORITY MARKETS FOR GROWTH AT MONDELEZ INTERNATIONAL AND HAS BEEN THE FOCUS OF OUR COMMITMENTS IN THE LAST FEW YEARS

DEEPAK IYER MD, MONDELEZ INDIA

A spin-off from Kraft Foods, Inc., Mondelez International, Inc. (MDLZ) is a leading global snacks company. Headquartered in Deerfield, IL, its product categories include chocolates, biscuits, gum, candy, and powdered beverages. It has operations in more than 80 countries outside the United States and offers its products in 165 countries. “We delivered a strong second quarter, in both developed and emerging markets, building on the momentum created in the beginning of the year,” said Dirk Van de Put, Chairman and CEO. The $ 26 billion company posted a net revenue increase of 2.1% for Q2 in 2018. In India, Mondelez is the largest chocolate maker with two-thirds of the INR 8,000-crore market under its belt. “We inaugurated the first phase of our largest manufacturing facility in Asia Pacific in Sri City, Andhra Pradesh, India in 2016 with an initial investment of over $190 mn. We have till date invested close to US$ 234 mn at the site. By 2020, the multi-category food campus is expected to reach annual capacity of 250,000 tons and create close to 1,600 jobs”. – Deepak Iyer, MD, Mondelez India. Discussions with leaders from Mondelez India ranged from innovation, to consumer experience to leveraging technology for better engagement with consumers. Here are excerpts from the chat:


OUR COMMITMENTS GO BEYOND OUR BUSINESS – PEOPLE ARE AT THE HEART OF OUR BUSINESS AND WE ARE FOCUSED ON GROWING AND NURTURING TALENT THROUGH OUR PEOPLE STRATEGY FOCUSED ON CAPACITY, CAPABILITY AND CULTURE. AS WE BUILD A HIGH GROWTH BUSINESS, WE CONTINUE TO INVEST BEHIND OUR PLANET & COMMUNITIES THROUGH ACTIONS TO REDUCE WATER, CARBON & WASTE AND SO TOO OUR SHUBH AARAMBH PROGRAMME AND IN OUR COCOA PARTNERSHIPS WITH MORE THAN 100,000 FARMERS IN INDIA”

28 | PITCH | OCTOBER 2018


DEEPAK IYER MD, MONDELEZ INDIA

OCTOBER 2018 | PITCH | 29


FEATURE

THE MODERN MEETHA

T WE HAVE INVESTED APPROXIMATELY US$15 MILLION TO BUILD A GLOBAL RESEARCH, DEVELOPMENT & QUALITY (RDQ) HUB IN THANE, MAHARASHTRA

DEEPAK IYER MD, MONDELEZ INDIA

30 | PITCH | OCTOBER 2018

he India Chocolate market is expected to reach USD 5.01 billion by 2023, witnessing a CAGR of 17 %. Chocolate consumption volume in the region surpassed 193 million Kg in 2017. Expanding retail channel, rising per capita income and impulse purchase are driving the market. – Mordo Intelligence Report 2018 Mondelez International Inc. is the market leader in India with over 65% of the overall share of the chocolate market. Anil Viswanathan, Director Marketing, Chocolates talks about what keeps Cadbury on top.

Q:

What are the differences between the Indian and the Global chocolate market? A: The fundamental difference between the Indian and the global chocolate market is

that chocolate as a category is foreign to India. We created the category here in India. Subsequently, a number of other players have come in, but we remain the category developers. Another key difference is that the per capita consumption of chocolate is still low as compared to developed markets and even to some emerging markets like Brazil and the Philippines. That’s why, despite being the market leaders in India we still see double-digit growth, and plenty of opportunity for further growth. In the 70’s and 80’s in India, chocolate was a category for children, we have slowly transformed it into a category for adults and subsequently for the masses. Making it a modern meetha. You would see that even through our communication we


In 2017,

it was reported that

Mondelez

65 % overall market share and Nestle

14.6 % overall, and have tried to be the makers of the reason people would consume meetha. ‘Khush Hai Zamana Aaj Pehli Tarikh Hai’, ‘meethe mein kuch meetha ho jaaye’ etc.

Q:

Chocolates are considered unhealthy by some given how health conscious people have become lately. How do you deal with these concerns? A: In regard to concerns about health, as an organization, we are in the process of defining our next phase. People are snacking often and as a snacking major our job is to provide the right choice at the right time. It will reflect in our innovation plan soon.

Ferrero

8.5%.

Q:

Technology is rapidly evolving and changing the landscape of businesses worldwide. Your thoughts on how important it is to your category in regard to building consumer engagement? A: We are a consumer centric company and of course want to encourage our consumers to consume more chocolate, like it, talk about it, share it and therefore, yes, technology plays an important role. And since technology is constantly evolving, there is no single answer about the right way to reach the consumer.

ANIL VISWANATHAN Director Marketing, Chocolates

OCTOBER 2018 | PITCH | 31


INTERVIEW FEATURE

SNACKING ONLINE

ABHISHEK AHLUWALIA, e-commerce lead,

F

or online sales of packaged snacks, the challenge is how to engage the consumer and how to create an impulse buy at check-out. Revenue in the Snack Food segment amounts to US$4,596m and is expected to grow annually by 11.8% (CAGR 2018-2021). 0.3% of total revenue in the food segment will be generated through online sales by 2021. - Statista

Q:

How would Mondelez India leverage the growing ecommerce industry in achieving its global target of $1 Billion by 2020? A: We began in 2016 and in the last year or so we have accelerated our efforts on e-commerce. We believe the

key to winning in a single item environment is gifting and our category of chocolates lends itself very well to gifting. Personalization is a big trend and we adopted it for Raksha Bandhan – it was received very well. Last year we partnered with Amazon and created a chocolate and a sweet store. With Amazon we have launched our entire range on a subscription program. With digital we can really sharp target and give customized offers.

along with the product and a platform for a refill. Therefore, it became an exciting category that mothers and children look forward to. Recently, with Big Basket, we have created a contest to celebrate our 70 years. The lucky winner goes to Cadbury world in the United Kingdom. This is a first of its kind activation on e-commerce. For us sales is an outcome, our primary focus is brand building.

We found ways to make Bournvita, which is a routine category, exciting. We collaborated with Paytm and created a sipper, stickers to go

THE SWEET TASTE OF HEALTH INDERPREET SINGH, Associate Director Marketing- Gum, Candy Beverages (GCBM)

Q:

Bournvita is one of the most trusted brands, what are the three key methods of building brand trust? Bournvita started off as a category for children, and has expanded into the toddler and women segment. To my mind the three key principles that contributed to building brand trust for Bournvita are – our heritage, improvement in product quality & the nutrition bundle, and lastly, our marketing and promotion efforts.

Q:

Please tell us about the ‘Taiyari Jeet Ki’ campaign, how has it contributed to the brand image? The Bournvita concept in terms of communication is based on progressive parenting and the fact that all children should achieve their full potential. Therefore, with ‘Tayari Jeet Ki’, our purpose was to

32 | PITCH | OCTOBER 2018


In India, the health food drinks segment is

INR 7,000 crore with

Bournvita at

No.2 currently

OPHIRA BHATIA Director, Corporate & Government Affairs, Mondelēz International

“MONDELEZ INDIA IS STRONGLY COMMITTED TO ENVIRONMENT SUSTAINABILITY AND IS A RESPONSIBLE ORGANIZATION. IN PAST 5 YEARS, IT HAS MADE SIGNIFICANT REDUCTIONS IN CARBON, WATER AND WASTE FOOTPRINT WITH SWITCHING TO RENEWABLES AND 3RS (REUSE-REDUCE-RECYCLE). IN CARBON, THE COMPANY HAS GONE BACK TO ITS 2013 LEVELS AND HAS MADE & WILL CONTINUE TO MAKE SIGNIFICANT INVESTMENTS IN CLEAN TECHNOLOGIES INCLUDE POWER GENERATION. IN WATER AND WASTE, ITS FOOTPRINT HAS MORE THAN HALVED WITH ALL ITS MANUFACTURING LOCATIONS BEING ZERO WATER DISCHARGE & ZERO WASTE TO LANDFILL. communicate that very concept.

Q:

How has Tang managed to carve out a niche for itself given the increasing number of healthy drinks crowding the market? Tang came into India in 2011 and has carved out a place for itself to become the market leader. Its success relies on strong product quality, improvements to taste and nutrition and innovation in terms of adding vitamins. We have consistently improved the product. The tang proposition is all about goodness (nutrition - vitamins) and coupled with different flavours, it is a winning combination.

OCTOBER 2018 | PITCH | 33


FEATURE

TASTY TREAT Sudhanshu Nagpal, Category Head Biscuits Globally, Oreo is one of the top selling cookie brands with over $2 billion in global annual revenues. The US and Europe are amongst its largest markets. In India, it has a 6% market share of the INR 1,800-crore premium biscuit segment, which is dominated by Parle, ITC and Britannia.

34 | PITCH | OCTOBER 2018

Q:

How do you stand out in the biscuit segment given the tough competition? A: Our vision is to become a snacking powerhouse. India is one of the biggest biscuit market in the world. In India the biscuit category is very ubiquitous, it is highly penetrated but also a value


conscious category. We came into India in 2011, and decided to build a play in the premium segment. We were clear that we wanted to bring a superior brand and a great product. Oreo is a leading brand globally. In India, it has a 6 % market share in the cream segment and enjoys a huge amount of brand love in the market. Bournvita biscuits are our

The Indian

biscuit market is projected to reach $ 7.25 billion by 2022 – techsci research

offering in the healthy segment. We have more than 1% share in the cookie segment. Availability is a big aspect in the biscuit market- It is a distribution led game, we are increasing our distribution network. We have recently added one lakh stores in our distribution network and reach 50,000 villages. The rural sector presents a big opportunity for us and e -commerce is a big growth driver.

Q:

How important is innovation to the success of the product? A: We keep innovating, but every time we do that with the belief that we are just starting out and there is a lot of headroom for growth. There is a strong innovation pipeline in India, for example, we created Oreo with a lemon twist. And there is wasabi and hot chicken in China. In terms of innovation there is a lot more planned, which of course, I cannot talk about right now.

Q:

What are the challenges you have faced while marketing in the biscuit segment? A: It is a highly competitive and a value conscious market therefore, the challenge is to create differentiation in such an atmosphere. How do you get space on the retailer’s shelf? How do we get biscuits to 20 lakh stores? Today, companies need to have a digital first approach to engage the digital consumer. The key to success is to learn to market in this hyper connected world.

OCTOBER 2018 | PITCH | 35


LIFESTYLE

BUSINESS OF MATCHMAKING IN THE

DIGITAL AGE Anam Khan LOVE AT RIGHT SWIPE

Dating and Matrimonial apps can be overwhelming, since there are so many different options. Apps like Tinder, Grindr, Bumble, Shaadi.com, Jeevansaathi all fulfill different dating needs, and work differently. Modern Matchmaking portals and apps are putting a new spin on traditional practices. Today’s modern matchmaking companies draw on traditional, personalized methods of matchmaking but with a contemporary twist.

LOVE ‘N’ DATE ONLINE

The explosion of the Internet in the mid-to-late 90s created a new context for personal relationships, and over the years such relationships have become acceptable. Even before dating apps, bulletin boards and newsgroups hosted a variety of ways people could use technology to meet others with similar interests, including dating. Match.com was founded in 1993, but went live in 1995 as a free site and by 2007 online dating had become the second highest online industry for paid content.

LOVE WAS BLIND, BUT IT BECAME TRANSPARENT ONLINE In 2002, Wired Magazine predicted, “Twenty years from now, the idea that someone looking for love won’t look for it online will be silly, akin

36 | PITCH | OCTOBER 2018

to skipping the card catalog to instead wander the stacks because ‘the right books are found only by accident.” And then the history was made!!! Online dating has introduced new norms of introductions, replacing the role of traditional methods and in many cases, merging with the functions of social media. If we are going to improve the way people meet one another, we’re going to have to do so by questioning the existing paradigms of online dating and figuring out how to do it better.

Match Group, which operates Tinder, the original match.com and 40 similar businesses, had revenues of $1.3bn in 2017. A Ken research from 2016 stated that the online matchmaking industry revenues are expected to be worth $318 Mn (INR 20.6 Bn) by 2020. Tinder has close to 3.8m paying subscribers. It has recently been reported that a number of its founders and early employees are suing Match on the basis that it had intentionally undervalued the company to avoid making big payouts.

WHEN LOVE TALKS BUSINESS

THE TINDER REVOLUTION

The online dating app business is worth $4.6bn globally, is growing fast and is highly competitive.

Tinder launched in 2012 on the back of the explosion in smartphone use. Just two years later it was registering more than


a billion “swipes” a day. Commenting on about how tinder has been able to connect with its target audience, Taru Kapoor, GM, Tinder, India, said, ‘‘Tinder has changed the way that people meet and date around the world. We brought the dating experience to mobile and pioneered the swipe feature and the double opt-in (meaning that both users must indicate interest in connecting before they can message one another). Tinder provides the opportunity to meet someone new and start something epic without the fear of rejection on the basis of

mutual interest and respect. India is one of Tinder’s fastest growing markets and our largest market in Asia. With millions of young, single smartphone users, and a shifting cultural paradigm where youth want more say in the people they love, date and marry, Tinder’s popularity in India continues to increase.’’

DOES THE EXISTENCE OF TINDER BOTHER MATRIMONIAL SITES?

In modern times like today, dating apps may woo the younger generation, but when

THE ONLINE DATING APP BUSINESS IS WORTH $4.6BN GLOBALLY, IS GROWING FAST AND IS HIGHLY

COMPETITIVE. THE ONLINE MATCHMAKING INDUSTRY REVENUES ARE EXPECTED TO BE WORTH $318

MN (INR 20.6 BN) BY 2020

it gets serious, it is still India’s matrimonial websites that still rule. Commenting on how matrimonial sites are trying to stay relevant in the age of Tinder and happn, Sumeet Singh, Group CMO, Info Edge, India, said, ‘’We believe that the market for dating and matrimony are separate from each other. Age and intent/seriousness are key differentiators, and we cater to individuals who are looking for a partnership with a defined consequence. Jeevansathi appeals to parents as well as prospects who are specific in their search of a life partner for themselves / their children, with a serious intent of getting married. Unlike dating, many aspects come into play in the matrimonial space such as family background, educational qualifications, and future dreams. We at Jeevansathi make it possible for our users to search by these filters and find their perfect match for life!’’ Elaborating on how matrimonial sites engage their target audience, Sumeet, said ‘’Jeevansathi endeavors to reach its audience through extremely relatable communication on


LIFESTYLE

and are transitioning from conventional norms of family, caste and community led partner selection. As education and financial independence levels continue to rise, along with increasing digital adoption, we expect online dating to become even more widespread based on shared interests and mutual respect’’, added Kapoor.

PAIR MADE IN ONLINE HEAVEN

various media like television, radio and digital media. Over the last few years, our audience has appreciated the ‘Sehra’ ad – that speaks to parents and prospects alike in a warm evergreen manner. With the next ‘Be Found’ communication, we highlighted the fact that we help individuals to be found by the one they are perfect for. While these messages position the brand with our consumers at large, we also keep adding new flavors to the brand positioning, and frequently engage with our audiences through Youtube, Radio, OOH etc. Most recently, we leveraged bus shelters across the capital and converted them into Jeevansathi mandaps to catch the attention of passersby.’’

TINDER

LAUNCHED IN 2012 ON THE BACK OF THE EXPLOSION IN SMARTPHONE USE. JUST TWO YEARS LATER IT WAS REGISTERING MORE THAN A BILLION “SWIPES” A DAY.

Dependency on social media for finding a life partner could excite some but can also put some in a state of confusion. ‘’ When it comes to such an important decision like finding a life partner, it is pertinent to have a wide range of options to choose from, and social media helps in expanding these horizons beyond your immediate social circle. Not only that, with the last few generations having chosen to migrate from their hometowns to pursue educational interests or career opportunities, people are disconnected from their families back home. However, when it comes to matrimony, parents and prospects prefer

THE BUSINESS OF E-MATCHMAKING

The online business of matrimonial sites is still at a nascent stage and on the road to growth. According to a KPMG 2017 report ‘Market Study of Online Matrimony and Marriage Services in India’, the marriage services industry in India was estimated to be worth approximately $53.77 Bn (INR 368100 Cr) in 2016.

LOVE STRUCK DIGITIZATION

From a matrimonial site to a dating app, India has covered a milestone both digitally and culturally. ‘’Dating has become very popular among Indian youth and with millions of

38 | PITCH | OCTOBER 2018

smartphone users and a shifting cultural paradigm, the youth seek more choice and control over who they date, marry or love. People prefer to meet over shared interests, values and fundamental compatibility

finding partners with similar backgrounds. Social media has the ability to bring individuals with matching backgrounds on a single platform irrespective of the distance,’’ stated Sumeet.


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COVER STORY

IT’S OKAY TO BE EMOTIONAL Marketers these days are moving towards using emotional appeal in their campaigns to enhance brand recall and in turn create brand advocacy. Creating an emotional connect with the digital being however, is not an easy task.

40 | PITCH | OCTOBER 2018


RESEARCH HAS SHOWN THAT CAMPAIGNS THAT USE

EMOTIONAL APPEAL ARE TWICE AS SUCCESSFUL AS THOSE THAT USE RATIONAL APPEAL (31% VS 16%)

Jyotsna Sharma

W

ith competition heating up and all the noise out there, the marketers’ job is getting tougher by the day. Research has shown that campaigns that use emotional appeal are twice as successful as those that use rational appeal (31% vs 16%). It is important to establish an emotional connect to engage the digital being. Brands that establish a strong emotional connect have a high chance of retaining consumers. The key is to personalize your offering, to really listen to them, speak the language

OCTOBER 2018 | PITCH | 41


COVER STORY they speak and be genuine. When thinking about emotional connect, some key campaigns come to mind such as, Ariel #ShareTheLoad and Vicks #TouchOfCare, which highlighted important issues like gender equality, and in the process established care and sensitivity as key brand associations. Fevicol, 5 Star and Seagram’s Imperial Blue created a series of advertisements that used humour to establish a connect with the viewer. While emotional connect is important for established brands, for the newer / younger brands it is important to have a balance between the emotional and the rational quotient. For instance, for a new entrant in a particular category, it is imperative to give out some data or facts to support its claim that its offering is better than the competition. Therefore, here going a purely emotional route might not be effective. We spoke to three well-known brands that have used emotional appeal to strengthen their position with the consumer.

Ramesh and Suresh 5 Star

Seagram’s Imperial Blue, men will be men

Ariel #ShareTheLoad

IT IS IMPORTANT TO ESTABLISH AN EMOTIONAL CONNECT TO ENGAGE THE DIGITAL BEING. BRANDS THAT ESTABLISH A STRONG EMOTIONAL CONNECT HAVE A HIGH CHANCE OF RETAINING CONSUMERS. 42 | PITCH | OCTOBER 2018

Fevicol Campaign


KALYAN JEWELLERS

F

or the Indian consumer, Jewellery is much more than an ornament. It’s a feeling, a tradition, and an association of all the good things. Keeping this in mind, Kalyan Jewellers ventured into jewellery retailing in the year 1993 offering an array of traditional and contemporary jewellery designs in gold, diamonds, precious stones and other precious metals. Kalyan also has a dedicated section in their stores called “Muhurat” for the special occasion of weddings, offering a wide variety of products for Indian brides. Today, Kalyan Jewellers is one of India’s largest jewellery brands, with over 129 retail stores spread across India and the Middle East, while also planning to expand in the US. It also stands for trust owing to its association with some renowned names from the film industry including Amitabh Bachchan, Katrina Kaif, Nagarjuna among others. T S Kalyanaraman, Chairman and Managing Director, Kalyan Jewellers spoke to us about how the 10,000-crore firm has grown over the years and become what it is today. How is your marketing strategy different for the Middle East and how different will it be for the US? We follow a multichannel marketing strategy in the Middle East. Apart from TV

T S KALYANARAMAN

CHAIRMAN & MANAGING DIRECTOR KALYAN JEWELLERS

OCTOBER 2018 | PITCH | 43


COVER STORY

WE HAVE ACQUIRED THE ONLINE JEWELLERY FIRM CANDERE TO AUGMENT OUR PRESENCE IN THE ONLINE SPACE. THE ONLINE MARKET IS VERY DIFFERENT FROM TRADITIONAL RETAIL AS TO A LARGE EXTENT IT CATERS TO THE CONCEPT OF GIFTING JEWELLERY. TODAY, WITH A CATALOGUE OF MORE THAN 6000 PRODUCTS AND MULTIPLE FEATURES, CANDERE HAS COME MUCH CLOSER TO THEIR DREAM OF MAKING ONLINE SHOPPING THE INEVITABLE FUTURE FOR BUYERS. THAT SAID, ONLY 1%-2% OF OUR TOTAL REVENUES COME FROM ONLINE 44 | PITCH | OCTOBER 2018

and radio commercials, hoardings and print ads, we also engage in on-ground activations. These engagements are conducted either at the showrooms or via associations with relevant events and festivals. We also engage with customers through various campaigns and contests like the recently concluded Mercedes Benz campaign, where 25 winners got a Benz. Prior to that, we had the ‘Back Home’ campaign during the annual holidays in the Middle East, targeting families coming home for vacations. In the past we have conducted a Valentine’s Day campaign where 100 couples from across the Middle East and India got an opportunity to spend an evening with Sonam Kapoor our then brand ambassador, in Dubai. Additionally, we tie up with various entities like airlines, radio and TV channels wherein our customers get exclusive benefits like frequent flyer miles and reward points. We are currently in the process of firming up our USA plans, and therefore, it is too early to comment on the marketing strategy. Our customer-centric strategy focuses on integrity, trust, transparency and innovation and it will be replicated in all markets. Is emotional connect a common factor for jewellery in all these markets? We believe like most of our customers, that jewellery is not just another product – purchasing jewellery is an emotionally invested decision that families make together. Often, it is part of some ritual or celebration in the family – wedding, the birth of a child or a birthday/anniversary.


BRANDS THAT ESTABLISH A STRONG

EMOTIONAL CONNECT HAVE A HIGH CHANCE OF RETAINING

CONSUMERS. THE KEY IS TO

PERSONALIZE YOUR OFFERING, TO REALLY LISTEN TO THEM, SPEAK THE LANGUAGE THEY SPEAK AND TO BE

GENUINE

Do you believe there has been an increase in online jewellery shopping? What is the difference in demographics of those buying online vs those buying from physical stores? In India, where customers usually like to buy jewellery basis the look and feel, we have seen higher contribution of sales through the brick & mortar model. That said, we have acquired the online jewellery firm Candere to augment our presence in the online space. The online market is very different from traditional retail as to a large extent it caters to the concept of gifting jewellery. Today, with a catalogue of more than 6000 products and multiple features, Candere has come much

closer to their dream of making online shopping the inevitable future for buyers. That said, only 1%-2% of our total revenues come from online. How do you plan to engage the digital consumer? We have a significant presence and massive following across social media platforms. We run digital campaigns wherein we target and engage with the influencer community on various special occasions. Additionally, we post up-to-date content to keep our customers informed about latest trends. Kalyan Jewellers has an App to give our consumers an additional facility and tap into a new customer segment which prefers online shopping.

OCTOBER 2018 | PITCH | 45


COVER STORY

HYUNDAI

yundai Motor India Limited marked its foray into the Indian market through the launch of its iconic Santro in the year 1998. Since then, HMIL has been the second largest car manufacturer and the number one car exporter in India. ‘New Thinking, New Possibilities’ has been central to the growth of Hyundai and in the year 2017, it became the first automotive manufacturer to get five’ Indian car of the year’ awards. Taking a trip down memory lane on completing its twentieth year, Hyundai launched the #20yearsofBrilliantMemories campaign, where it invited its customers to share their stories associated with Hyundai. It became one of the most viewed campaigns across digital platforms with over 500 million views and more than 18000 shared moments. Mr. Puneet Anand, Sr. General Manager & Group Head, Hyundai Motor India Limited spoke about emotional connect and Hyundai achieving key milestones. Please tell us about your association with Revv? Hyundai as a technology and innovation driven brand is committed to realizing the vision of ‘Shared’, ‘Connected’ and ‘Zero Emission Mobility’. The strategic partnership highlights the company’s foothold in the Indian mobility market to develop an innovative car sharing service. Our vision is to develop innovative mobility services that combine disruptive technologies such as autonomous driving and artificial intelligence to transform people’s lives. The strategic investment and partnership will enable both Hyundai

46 | PITCH | OCTOBER 2018

PUNEET ANAND

SR. GM & GROUP HEAD HYUNDAI MOTOR INDIA LIMITED


Motor and Revv to build competency and the technology necessary for leading the future of the mobility market in India; an evolving market showing exponential growth. How has Hyundai been able to create an emotional connect with its consumers? At Hyundai, we constantly strive to offer unique experiences to our customers by adding ‘Brilliant Moments’ to their lives. Our deep connect and understanding of the customers is reflected in the campaigns that we undertake. Our recent - Brilliant Moments with Hyundai campaign, is an integrated marketing communication plan to celebrate Hyundai’s 20 years of successful journey and express gratitude to the customers. The campaign entails diverse digital, ATL as well as BTL activities. The marketing campaign touched the lives of 5.5 million Hyundai customers and created excitement in the industry with an overwhelming response from customers, marketers, and brand evangelists. The two Brilliant Moments Brand Films –‘The Deal with Accent’ and ‘Army With Santro’ have won hearts by showcasing India’s family values and evoking national pride respectively. Both the brand films have set a new record in the Indian Marketing and Corporate world with over 500

WE RECENTLY LAUNCHED A MEGA NAMING CAMPAIGN – ‘NAAMKARAN’ FOR THE MOST AWAITED CONTEMPORARY FAMILY CAR CODE NAMED AH2. THE CAMPAIGN WHICH RAN FROM 16TH – 25TH OF AUGUST 2018 INVITED NAME SUGGESTIONS FOR THE NEW CONTEMPORARY FAMILY CAR FROM CUSTOMERS. THE PARTICIPANTS SUGGESTED THE NAME FOR THE CAR THROUGH THE HYUNDAI WEBSITE, WHATSAPP & SMS AND THE LUCKY WINNER WOULD WIN A CAR AT THE LAUNCH. THE WORLD PREMIERE OF THE MOST AWAITED CONTEMPORARY FAMILY CAR IS SCHEDULED FOR THIS FESTIVE SEASON OCTOBER 2018 | PITCH | 47


COVER STORY

Million Views and perhaps even created a World Record outside the entertainment industry. Our Road Safety CSR initiative #BeTheBetterGuy struck a chord with the viewers and educated them about the importance of road safety and following traffic rules. Last year’s campaign received over 17 million views in the auto category in India and brought an exponential change in the behavior of millions of Indian drivers. Hyundai has been an innovator in leveraging all forms of media platforms with a common aim to establish a strong connect with our customers. We were among the first few brands to successfully use humour to connect with our young target audience. The ‘Comebackpedia’ campaign for the launch of New 2017 Grand i10 is a great example of Hyundai’s strong understanding of customer preferences where we created fun video content with standup comedians in the form of MEME’s. Hyundai’s ‘Smart Marketing’ strategies include creating HERO Content, where the focus is on creating emotional and deep human connect with the audiences.

48 | PITCH | OCTOBER 2018

HYUNDAI’S FOCUS ON

DIGITAL MARKETING HAS GROWN IN PAST FEW YEARS WITH ALMOST 30%

INCREASE

IN DIGITAL MARKETING SPENDS

We recently launched a Mega Naming Campaign – ‘Naamkaran’ for the most awaited contemporary family car code named AH2. The campaign which ran from 16th – 25th of August 2018 invited name suggestions for the new contemporary family car from customers. The participants suggested the name for the car through the Hyundai website, whatsapp & SMS and the lucky winner would win a car at the launch. The world premiere of the most awaited contemporary family car is scheduled for this Festive Season. Tell us about the 20 years of Brilliant Moments Campaign. Since the launch of the SANTRO in 1998, Evolution of a Revolution has been the DNA of Hyundai. As a Dynamic and Modern Premium Brand, with a strong philosophy of Making in India for the World, our products have redefined the auto industry and are a true expression of Hyundai’s Innovation, Global Technologyled Execution and our Futuristic approach towards clean and connected mobility solutions. In a span of 20 years, Hyundai has become India’s most loved and trusted brand and second


largest car manufacturer. The Brilliant Moments Campaign celebrates Hyundai’s legacy and thanks over 5.5 Million valuable customers by invoking nostalgic memories. The campaign provided a unique experience through various experiential marketing techniques, sales and service Initiatives at all Hyundai touch points and invited the customers of SANTRO, ACCENT and i10 to share their brilliant moment stories. We received over 17000 stories from across the country. In Phase I we release two Brand films – ‘The Deal with Accent’ and ‘Army with Santro’ and invited customers from all over the country to share their Brilliant Hyundai Memories. In Phase II, Top 10 #BrilliantMoments stories shared

the path of success. The song has been composed by celebrated composers Shankar- Ehsaan- Loy and acclaimed lyricist Swanand Kirkire.

by the customers were made into individual films and promoted on the brilliant Moments microsite. In Phase III, the top 10 Brilliant stories were voting upon and the top 3 films with highest votes were chosen as winners. The Winners were gifted Hyundai cars at a mega event in presence of our corporate brand ambassador Shah Rukh Khan. We partnered with IOCL in celebrating the 20 years with 20-20-20 celebrations. Further, we released the Brilliant Moments Song titled ‘India Waqt Se Aage Chal –India will stay ahead of times’ , which celebrates stories of achievers from different walks of life who have broken stereotypes and inspired society to put India on

We pioneered the ‘DIGITAL SALES OUTLET CONCEPT’ in India way back in 2016. In this, a customer doesn’t have to wait at the dealer outlet to get to know about a product. All the information is digitally transmitted to him and he gets a test drive on demand. Today, Hyundai has nine such digital sales outlets pan India that offers easy accessibility and a premium experience to our target audience.

Have consumers in the automobile sector moved on to the digital sphere? With fast penetration of internet across the country and democratization of technology, customers have access to a vast amount of information on their computers and phone. Young India is tech savvy and quickly moving towards the digital medium. As a brand with a focus on millennials, Hyundai strongly believes in the digital concept as it is efficient, convenient and result oriented.

With over 10.5 Mn Facebook fans, Hyundai India’s digital presence has been the highest in the digital space amongst automobile manufacturers. We also have a strong presence on

Youtube and SNS •

Apart from our interactive website, Hyundai has 371 unique dealer websites where features like stock availability and detailed variant information is available

We have the facility for online booking to save time of the future customers

Hyundai is consistently present on top in all the search engines to reach out to potential customers

Strong CRM database helps us in generating targeted and prospective leads which translates into sales

What will marketing be like in the Automobile sector five years from now? The automobile sector is seeing its most exciting phase in marketing with the growth of digital media. While the product will always be the king, customers interaction and satisfaction is taking centre stage. Personalization and innovative content will be the key to break the clutter and enable brands to stand out. Creating a multi-tiered marketing strategy that captures customers in each of their micro moments of car purchase is what brands are already working towards. Growth of the digital medium will continue to bring innovations in automobile marketing. Hyundai’s focus on digital marketing has grown in past few years with almost 30% increase in digital marketing spends. Digital is simple, easy, scalable, cost effective and modern and carries a lot of information to customers. Mobile marketing is more than a trend, it’s the future of marketing. This means creating mobile friendly content, like videos, and designing sites to be mobile friendly, as well as optimized for mobile SEO will continue for brands to be noticed.

OCTOBER 2018 | PITCH | 49


COVER STORY

MUTHOOT PAPPACHAN GROUP

he Muthoot Pappachan group has been providing solutions, services and expertise to millions of customers across the country in various domains like financial services, automotive, hospitality, real estate and infrastructure, alternate energy, IT services, security services as well as precious metals.

Muthoot Fincorp Ltd., the flagship property of the Muthoot Pappachan Group, is one of the largest NBFC’s in India with over 3600 branches across India. It is one of the largest gold loan companies in India. Apart from gold loans, the company caters to the various needs of its customers including MSME Loan products, Housing Loan, Auto Loan, Money Transfer, Foreign Exchange, Insurance Services, Wealth Management Services and

WE BELIEVE IN BEING PART OF THE LIFECYCLE

NEEDS OF THE CUSTOMERS AND HELPING THEM REALISE THEIR DREAMS. THIS IS A CLEAR REFLECTION OF THE FACT THAT MORE THAN CUSTOMER

ACQUISITION, WE BELIEVE

RETENTION IS A KEY INGREDIENT OF

BRAND TRUST AND AFFINITY

THOMAS GEORGE MUTHOOT DIRECTOR, MPG & MD, MUTHOOT CAPITAL SERVICES

50 | PITCH | OCTOBER 2018


Travel related services. Through its Muthoot Mahila Mitra initiative, the organization aims to promote entrepreneurship among female clients who are at the bottom of the pyramid. Thomas George Muthoot, Director, Muthoot Pappachan Group and MD, Muthoot Capital Services spoke to us about emotional connect in the financial services sector. What are the three key methods of establishing brand trust? We strongly believe in transparency, knowing the customer and customer retention as the three key pillars to establish strong brand trust. Transparency and fulfilling promises we make to our customers are fundamentals to establish this trust. At Muthoot Pappachan Group (MPG) popularly called Muthoot BLUE, we take immense pride in staying honest and delivering on our commitments. Winning the trust of our customers means much more to us that just generating revenue as a business. For us, it’s all about knowing our customers, their requirements

and preferences and catering to them with the best value products and the most seamless experience. We believe in being part of the lifecycle needs of the customers and helping them realise their dreams. This is a clear reflection of the fact that more than customer acquisition, we believe retention is a key ingredient of brand trust and affinity. Once a customer is onboard, brands often lose focus on the service part, which causes disappointment and eventually, customer alienation. Treating existing customers with utmost attention and care helps in creating brand loyalists and eventually, evangelists. While customer acquisition is a neverending battle, the real victory is retaining customers which requires genuine and continuous efforts on the brand’s part. How do you create an emotional connect with your consumers? How important is emotional connect for a brand that is a financial services provider? Businesses exist for a reason, which is not about profitability alone, but most definitely about

WHILE EMOTIONAL CONNECT IS IMPORTANT FOR ESTABLISHED BRANDS, FOR YOUNGER BRANDS IT IS IMPORTANT TO HAVE A BALANCE BETWEEN THE EMOTIONAL AND THE RATIONAL QUOTIENT. FOR A NEW ENTRANT IN A PARTICULAR CATEGORY, IT IS IMPERATIVE TO GIVE OUT SOME DATA OR FACTS TO SUPPORT ITS CLAIM THAT ITS OFFERING IS BETTER THAN THE COMPETITION OCTOBER 2018 | PITCH | 51


COVER STORY

WHILE CUSTOMER ACQUISITION IS A NEVERENDING BATTLE, THE REAL

VICTORY IS RETAINING CUSTOMERS

WHICH REQUIRES GENUINE AND

CONTINUOUS EFFORTS ON THE BRAND’S PART making a positive impact in the lives of people, of society and the world at large. As a brand, we have always believed that our customers are our true heroes, it’s their indomitable spirit that we celebrate. They are and therefore we are, without them, we don’t exist! Irrespective of industry and segment, brands have to be humanised for customers to believe in them, it’s about building human connections, reflected in our brand promise of empowering human ambitions. Brands can only make long-term sustainable relationships when they move beyond the realm of transactional value to truly understanding a customer’s needs and requirements. It is imperative for a financial services brand to build a strong emotional connect with its audience as it essentially empowers people in realising their dreams and goals. In this journey, the company becomes a part of the customer’s life. Therefore, we share a customer’s

52 | PITCH | OCTOBER 2018

success and also his failure along with the accompanying sentiments. How did ‘Blue Soch’ come about? The new branding ‘Blue is Belief’ signifies the company’s unchanging values of excellence, collaboration and integrity, all focused on gaining and maintaining the trust of our stakeholders, especially customers. These values signify the Group’s undeterred focus on serving the common man and his needs. Tell us about the product

‘Muthoot Mahila Mitra’ Muthoot Mahila Mitra is the microfinance arm of Muthoot Fincorp which is the flagship company of the group. With focus on inclusive growth, the microfinance business of MPG, aims to serve the section of society that is at the bottom of the pyramid. It aspires to provide customised financial services solutions to the needy and unserved who have limited access to regular financial institutions and banks. In addition, the product is based on the Grameen model of lending and is designed to promote entrepreneurship among female clients.


#TheMaddies

The second phase of judging will happen on

October 15, 2018

31st October 2018 | Taj Santacruz, Mumbai JURY CHAIR

Ajay Srinivasan

Abdul Khan

Abraham Alapatt

Anshul Punhani

Asha Kharga

Dipak Khurana

Gurmit Singh

Gulbahar Taurani

Kaacon Sethi

Kavita Chaturvedi

Yahoo India

Kedar Teny

Krishna Menon

Navin Shenoy

Nomit Joshi

Navin Khemka

Nandan Srinath

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FESTIVAL MARKETING / AUTHORED COLUMN

THINGS NOT TO DO THIS

FESTIVE SEASON

SAHIL SHAH

VP OPERATIONS & MEDIA WEST & SOUTH, WATCONSULT

Dear Brand Marketers & Agency Folks,

W

hile I write down the simplest yet criminal mistakes we end up making due to various constraints at multiple levels; I want you to know that most of it lies in the design of our thinking. This checklist will help you see visible differences in the output and should be surely extended for all your future campaigns too. Just remember and know that small changes make the biggest differences, always. You’d agree if I say that the last two years of festivities in India were; let’s just say, a bitter pill. In the year 2016, demonization hit India’s highly cash first economy. Furthermore, 2017 was the year when GST was introduced which also had an effect on consumerism and general sentiment changes, especially in the festive season. But this year’s festive season (hopefully nothing path breaking is attempted) should result in an overall positive fervor all around the country. A few brands have already joined the bandwagon by talking about festivities. For others, here’s a list you must make note of to (literally) light it all up this festive season:

54 | PITCH | OCTOBER 2018

Let’s Use Digital Only for Marketing Yes we all use digital for marketing purposes. So what’s wrong in this? Especially when digital has grown to almost 450 MN users in India and with that scale we can do all our heavy lifting campaigns. In principle this is not wrong but looking at digital only as a marketing medium is something you should avoid. Start thinking about how you can make your consumers life easy using digitalization of your business in every way.

Communication is one thing but discoverability, sale process, post-sale engagement, etc. are areas one must look at this festive season and further on an ongoing basis too.

Hear, Not Listen Digital listening has also come off age and what better than festivities to do the same. There is so much to know about what your consumers are talking, consuming & sharing. One big area of lookout is listening based research that one can


leverage to take better planning decisions. Also, most of us think we will launch our best festive campaigns and that’s it. We will be happy with how our creatives have turned out and shall wait for the campaign to finish to benchmark it against YTD sales data. To be honest; campaigns are highly unlikely to be not better than last year’s figures. The point is to not wait to know what you would already know. Rather harness the power of digital to track your and your competitor’s campaign in realtime and take sharper decisions.

Sale, Sale & Sale! Festivities is a period of celebration & gifting and many of us are culprits to make it a sale event in order to lure the consumers. Before you draw the next big festive sale/offer, ask yourself if your brand can do well without it as well. If you still don’t get the answer, then identify your core and match it with what consumers are looking for (digital listening comes handy). Since the fever will be high to purchase, it might not be a bad idea to actually go on floor with more value than discounts.

Saying No to the New Because festive season is an important sales cycle, we tend to not experiment too much with it. And that’s a trap most of us fall into. If you know a new idea, technology or platform that your TG is catching up on, then jump right into it. More so during the festive season because festivities call for a lot of brand clutter and doing something new or different will do wonders to break that clutter. For instance, social commerce is starting to gain more and more steam. What if you spend less money directly into marketing but invest in social commerce to drive consumers to spread the word on your behalf? Simple and effective, right?

Let’s Spray & Pray Everybody believes that data is the new oil. And most of us are sitting on loads and loads of it. But very less marketers actually end up making sense of it. Most of us say we want to do

DIGITAL HAS GROWN TO ALMOST 450 MN USERS IN INDIA AND WITH THAT SCALE WE CAN DO ALL OUR HEAVY LIFTING CAMPAIGNS. IN PRINCIPLE THIS IS NOT WRONG BUT LOOKING AT DIGITAL ONLY AS A MARKETING MEDIUM IS SOMETHING YOU SHOULD AVOID. a mass marketing campaign over multiple mediums and ensure we are in front of any and every consumer to decide to buy with us. Guesswork in today’s data driven age is as ancient as it can get. Flipkart for their latest Big Billion Day Sale (happens around festive time) went 100% digital and launched 100,000 Different Ads at a fraction of a cost of creating & advertising a TVC. They did this using first party data + machine learning to mass create ad combinations, essentially basis the intent data and reached out to 55 MN customers in 100 cities with the right message for every customer. Brilliant, right?

Late to the Partay! There are a few brands that are launching their festive campaigns 6-8 weeks before Diwali. On paper this sounds great and on execution it looks even better (for example, Pepperfry Furniture). The extra lead time you get (yes time is still money) results in course correction possibilities, happier consumers and eventually more sales. All in all, festivities are a huge consumer event in India and should be taken full advantage off. Just know that the canvas every time is white and large and it’s your time to make it count. Happy festivities!

OCTOBER 2018 | PITCH | 55


TECH/AUTHORED COLUMN

BENEFITS OF

ROHIT KUMAR PANDEY CO-FOUNDER & CEO. SIGTUPLE

T

The use of artificial intelligence in diagnosis and treatment is the next big transition in Indian healthcare. Clinicians are not going to be replaced by AI, rather they will be empowered to address the biggest challenges in healthcare today.

Deconstructing the crisis in healthcare When understanding India’s healthcare crisis, there are two problems at its core: the lack of infrastructure and doctors, and escalating mortality rates due to medical mishaps. The immediate answer that comes to the common man’s mind is something on these lines: ‘build more hospitals, recruit more doctors and serve more people’. However, these problems are independent and stand-alone, demanding tailored solutions. The first problem requires a solution that puts together medical expertise and infrastructure; a costly and herculean undertaking. The second problem demands a scalable and penetrable solution, which can deliver quality healthcare to the masses. Two very different problems that cannot be solved

56 | PITCH | OCTOBER 2018

by a ‘do more and serve more’ approach. Before I tell you how and why AI is the solution, there is a need for clarity on its scope. News on how AI can compete with doctors in diagnosis and estimate prognosis with accuracy

have been making headlines. Though true, these random spurts are misleading and have kept professionals from understanding the practical applications of this tool. Here it is necessary to draw a line: AI, with its accuracy in


AI, WITH ITS ACCURACY IN ANALYSING MEDICAL DATA, CAN ONLY AID CLINICIANS IN DECISIONMAKING. IT IS ULTIMATELY HUMAN EXPERTISE, WHICH MAKES DECISIONS IN DIAGNOSIS AND TREATMENT.

AI algorithms stand on the shoulders of vast medical knowledge. They are trained with numerous samples to measure biomarkers, detect abnormalities and provide necessary diagnostic data. Thus, AI solutions can perform routine screening procedures, circumventing the dearth of infrastructure and the high expense incurred in setting up structures. To make these solutions accessible and scalable, especially to rural areas, smart screening devices enabled for telepathology, is the way forward. This would transform healthcare delivery by bringing in effective solutions.

Laying a New Gold Standard in Healthcare

analysing medical data, can only aid clinicians in decisionmaking. It is ultimately human expertise, which makes decisions in diagnosis and treatment.

Where does this superior accuracy of AI come from?

It should not come as surprise that medical diagnosis, in general, is considered a grey area due to the variability of experience among pathologists and the use of different equipment. This lack of standardisation is the cause for major medical mishaps, with wrong diagnoses and treatment methods endangering lives. By establishing a fixed standard of quality and precision in reporting, AI solutions can impart objectivity in diagnosis. This would minimise

rates of misdiagnosis and would facilitate better treatment outcomes. In urban healthcare, the benchmark of quality treatment is multispeciality hospitals, which converge various medical specialities. However, niche departments, like histopathology and molecular pathology, find themselves working in siloes on specific parts of the healthcare delivery process. This lack of transparency between departments prevents the integration of further inputs, which can hold immense value in treatment planning and outcomes. AI solutions can help pathologists in deciding when specialised tests like molecular studies are needed. Information from such tests will help clinicians in selecting effective drugs for better treatment outcomes. Integrating smart solutions with existing protocols will usher in patient-centricity by enabling multi-disciplinary collaboration. AI should not be looked upon as the answer to the challenges healthcare is confronted with. Rather, it is a powerful tool in a doctor’s arsenal that fills the gap between medical expertise and the masses.

OCTOBER 2018 | PITCH | 57


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RAPID FIRE

SARTHAK SETH

Favourite go- to app

CMO, Panasonic

Favourite vacation spot

Gaana.com. It helps me de-stress.

London

De-stressing after a long day at work

ic

Listening to mus and sleeping.

If not a marketer, what would you be?

, a Chef. Prior I love cooking so my hotel di to my MBA, I d actively ve management. I ha participated in some cooking contest as well.

Favourite forms of entertainment forms Cinema is one of my favorite that, m fro of entertainment. Apart e lov I and k frea I am a big sports ver ene wh so l bal ket playing bas I get time, I go out on to the basketball court and spend about a couple of hours there. 60 | PITCH | OCTOBER 2018

SEPTEMBER 2018 | PITCH | 60


Presenting the

GRAND JURY

December 13, 2018 The Leela Ambience, Gurugram.

ABHISHEK MAHAPATRA

Vice President- Head of communications, Corporate Affairs & CSR

MADHAVAN NARAYANAN Senior Editor, Writer, Mentor, Consultant & Commentator

SHRAVANI DANG

Vice President Group HeadCorporate Communications

JURY CHAIR

MEMBERS

AMAN DHALL

ARPAN BASU

Head of Corporate Communications

Head of Corporate CommunicationsSouth West Asia

NITIN THAKUR

Vice President and Head corporate brand and communications

AMIT SHAH

President & Country Head, Strategy and Marketing & Corporate Communication

PARTHO DASGUPTA

Director, Brand & Communications

SUJIT PATIL

#IPRCCA

Head Corporate Communications

Group Executive President -Corporate Communications & CSR

RAKHEE LALVANI

CEO BARC India

SURESH RANGARAJAN

DR PRAGNYA RAM

Vice President Public Relations and Corporate Communications

SONIA DHAWAN

VP- Corporate Communications & Public Relations

RUCHIKA MEHTA

Corporate DirectorCommunications & PR

SATTVIK MISHRA Co Founder & CEO

More names to be added

Ontime deadline till October 20, 2018. To send in your entries, please contact: Priyanka Bhadouria - priyanka.bhadouria@exchange4media.com | +91 9312634276 Ravneet Kaur - ravneet.kaur@exchange4media.com | +91 8860316328 For Partnerships, Please Contact: Runa Sinha - National Business Head | runa.sinha@exchange4media.com | +91 9810497903 Ashish Kudalkar | Regional Manager West-Sales & Business Development - ashish.kudalkar@exchange4media.com | +91 9820541742 Sneha Walke - VP Special Projects & South Head | sneha@exchange4media.com | +91 9845541143 Nikhil Tandon | Regional Manager - North - nikhil.tandon@exchange4media.com | +91 9999700906

TRADE MEDIA PARTNERS

MUSIC COMMUNITY PARTNER

BUSINESS MEDIA PARTNER

OCTOBER 2018 | PITCH | 61


LIFESTYLE

Actor Amitabh Bachchan and far right Mr. Deepak Lamba, CEO, Worldwide Media

BEAUTY AWARDS AND THEIR REWARDS Anam Khan

F

rom beauty pageants to beauty awards, the business of beauty has always been taken seriously. The first ever Beauty Pageant was held during the Eglinton Tournament of 1839, organized by Archibald Montgomerie, 13th Earl of Eglinton, as part of a reenactment of a medieval joust that was held in Scotland. Soon, beauty awards became a billion-dollar industry. BEAUTY PAGEANTS AND TITLES While the first ever beauty pageant ‘Miss America’ took place in 1921; In India, it was 1952 when the ‘Miss India’ contest took place.

62 | PITCH | OCTOBER 2018

Mister India World also known as Mister India is a national beauty pageant that selects its winner to compete in Mister World pageant. The annual pageant began in 2014. Earlier Grasim Industries and later Haywards organised the annual Mister India that selected India’s representative to Mister World from 1994 to 2012. Since 2014, The Times Group owns this franchise. It also holds the franchise for Miss World India and Miss Universe India (Miss Diva), in India. These days well-known magazines like Femina and Vogue are collaborating with the beauty industry to produce pageants.

MAGAZINES BIDDING ON COSMETICS MARKET According to OrbisResearch.com, the Global Cosmetics Products Market is expected to reach USD

Tanya Chaitanya,

Editor & Chief Community Officer, Femina


805.61 billion by 2023 – Industry Size & Share Analysis. One of the fastest growing industry is definitely cosmetics. Nykaa has emerged as one of the top make-up retailers in recent times. One of the biggest magazine and beauty brand partnership is that of NykaaFemina, but how much do these kinds of partnerships help these brands individually? Talking about how the NykaaFemina partnership has helped the magazine, Tanya Chaitanya, Editor & Chief Community Officer, Femina said, ‘‘The Femina team is testing, trying, evaluating beauty products each day. Verdicts on new creams and feedback on the latest lipstick shade to hit Indian shores is debated with great enthusiasm in the office. The Nykaa Femina Beauty Awards is a natural extension of the brand and as leaders in the beauty space, Femina and its credibility bring a lot of value to the awards. The beauty industry in India is pegged to grow at an exponential rate and Femina’s authority in the beauty space gives us the opportunity to be game-changers and frontfooters. You can expect much more from brand Femina in the coming years.’’

data recorded on the awards night was 15,440,454 and the engagement recorded was 166,016. Comparing the first edition of the Nykaa Femina Beauty Awards with the fourth edition, Falguni Nayar, Founder and CEO, Nykaa.com, spoke about the changes they have noticed in terms of audience engagement. ‘’Year on year, we see growth in audience engagement in the Nykaa Femina Beauty Awards. With the popularity of the property growing, and the increase in Nykaa’s own reach, our voter base has grown 100%. The reach through social media, outdoor and print advertising has doubled as well, with the combined effort of Nykaa

NYKAA-FEMINA PARTNERSHIP FOR BEAUTY AWARDS The 4th edition of the Nykaa Femina Beauty Awards took place in February. In the quest to find the best, Nykaa and Femina got the beauty experts, Bollywood stars and bloggers to join in on the battle of beauty brands. The show was at a great success as the viewership

and Femina. In the last couple of years we’ve also included a blogger jury to allow their expertise to come to light. The biggest step has been taking the property to television which allows us to engage a large audience across India.’’ Within the span of 3 months from voting, judging to the finale phase, the 4th edition of NFBA received 82 K votes online by the consumers. ‘Our focus is always authenticity. With the Nykaa Femina Beauty Awards being a consumer choice award, our community the Nykaa Network, the ratings and reviews on site, our in-depth customer service, we are always listening to our customers to understand their needs. This information allows us to curate our content across our site, blogs and social media to ensure engagement. Our loyal customer base is a result of this relationship and the trust that they have in Nykaa. NFBA (Nykaa Femina Beauty Awards) also gave us a chance to put our voice on television, which opened up a whole new audience. With commercial performance becoming more and more dependent on engaging content, this has been an important step for us’’, added Nayar. BEAUTY AND THE MONEY As per the reports by Mordor Intelligence, The global cosmetic products market was valued at USD 532.43 billion in 2017. The market is expected to gain prominence in the MEA countries, such as UAE, Saudi Arabia, and Israel. According to a recent survey, 21% of the people in this region

Adah Sharma

OCTOBER 2018 | PITCH | 63


LIFESTYLE admit to spending between AED 362 and AED 732 per month on health and beauty products, including the cost for maintaining hair and nails, and for hair removal, massages, and gym memberships, while a further 6.2% spend between AED 728 and AED 1125 to keep themselves looking appeasing. Comparing the global beauty market with that of India, Priya Tanna, Editor in Chief, Vogue India, said, ‘’India’s beauty market is booming and flourishing exponentially with the entry of new brands, new retail points and the rise of social media. Indians, especially the millennials, are investing in skincare at a young age and spending money on good quality, sophisticated products. For e.g. serums and sheet masks are relatively newer categories that women are happy to spend on. Skin clinic and salon

WITH THE POPULARITY OF THE PROPERTY GROWING, AND THE INCREASE IN NYKAA’S OWN REACH, THE VOTER BASE HAS GROWN 100%. THE REACH THROUGH SOCIAL MEDIA, OUTDOOR AND PRINT ADVERTISING HAS DOUBLED AS WELL, WITH THE COMBINED EFFORT OF NYKAA AND FEMINA Priya Tanna,

Editor in Chief, Vogue India AWARDING THE BEST AT BEAUTY SEGMENT

chains are setting up shop in tier 2 markets, bringing in more advanced treatments. New points of purchase, both brick and mortar and online (such as Nykaa, Sephora and Amazon beauty), are also furthering the growth by offering consumers customized experiences and advising them on what to buy tailor made to their requirements. Thus, democratizing the access to beauty. At Vogue, we are constantly creating exciting beauty content to educate and inform the reader, curating the best that the market has to offer.’’

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The relevance of beauty awards in today’s selfie era is of utmost importance. These awards are mostly audience based and feedback driven. Their founders are intimately involved in consumer conversations. Beauty is well positioned to lead experimentation in modern brand building. It is an inherently experiential category and is very welcoming to new technologies. Commenting on the growth of beauty awards over the years, Deepak Lamba, CEO, Worldwide Media, said, ‘‘The beauty industry in India continues to grow

exponentially, increasing the demand for different product categories. This has inadvertently increased competition among the brands as International brands too have found a strong footing in the Indian markets. For brand marketers, beauty awards are a strong and credible way of presenting the high-quality benchmark and the distinguishing factor related to their product. Over the years, these properties have evolved as a medium for the beauty brands to connect with their consumers experientially. The engagement factor, visibility of the brand and the recall value generated here have also led to the awards property expanding


Deepak Lamba,

CEO, Worldwide Media

in terms of scale, reach and marketing inventory.’’ The beauty awards segment is still growing and is aiming to grow exponentially in next five years. The shift from Bollywood awards to Beauty awards has created a disruption and has also created a buzz amongst the marketers for investment. ‘‘From being an entertainmentdriven nation, the Indian diaspora has evolved and developed interests in many different categories such as fashion, beauty, and automobile among many others. With the number of in-house and international beauty brands being launched year on year, there was a need to identify the best and market it beyond traditional means. Despite the presence of beauty award platforms, the four successful editions of the Nykaa Femina Beauty Awards stand testimony to the distinct image carved by the property. The synergies formed between Femina and Nykaa & the ideology of bringing the best for their respective audience, has made it a credible property verifying products from all the sought-after brands, under one roof. Also, the transparent consumer voting system across a large number of categories seen in our award property, ensures an increased awareness of the products among the consumers, contributing towards an exponential growth of the beauty industry. This has resulted in marketers taking a serious look at the beauty award platforms as an important medium, one as important as the traditional platforms’’, added Deepak.

OCTOBER 2018 | PITCH | 65


FESTIVAL MARKETING

Smriti Mishra

I

t’s that time of the year again when your screens will be flooded with flashy offers and discounts leading up to Diwali. Brands are doing their best to win consumers’ attention and engage them like never before. So what are the brands up to, this festive season?

LET THE FESTIVITY

BEGIN!

WAR OF THE GIANTS Indian e-commerce has seen a steady growth over the years from 2014 and is currently pegged at $53 bn. It is believed that the growth of 25% would continue and the Indian ecommerce industry would cross the $100 bn mark by 2020, as per a RedSeer Consulting Report. While e commerce giants Amazon and Flipkart run aggressive discounting campaigns throughout the year

in form of Prime Days and Big Billion Days, they also make sure to remain upfront with their festival marketing campaigns. Ahead of the upcoming festivals, Amazon India has already started promoting its Great Indian Festival sale where it highlights “Ab India ki Khushiyon ke beech, budget nahi aayega”. On the other hand, Flipkart is busy promoting its Big Billion Days that would arrive in October,

The number of online shoppers which is currently pegged at 50 mn is expected to grow at a CAGR of 28% to reach the 120 mn marker by 2020. Source: RedSeer Consulting

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through its association with some of the biggest names including Amitabh Bachchan, Virat Kohli, Deepika Padukone- who promote the sale as “Ab India hoga budget se mukt.”

LOCALIZATION WITH A PINCH OF CREATIVITY FBB India recently launched the World’s First Glam Tram to showcase its Pujo collection in


Kolkata. The Tram has a lot of nostalgia associated with it and so FBB decided to associate it with the biggest festival in Kolkata, the Durga Puja. The tram would move around the city throughout the month and shoppers could hop on and shop the collection. FBB also utilized the digital space to connect with its consumers and spread out the message to keep it stylish this festive season with #PujoHobeStylish. A similar activity was carried out by the beverage brand Maaza to celebrate the festival of Ganesh Chaturthi in Maharashtra. Bright mango yellow canter vans were brought to various parts of the state, adding more festive flavour and frolic. The ‘Maaza Ganpati Activation Vehicles’ encouraged people to participate in a variety of fun-filled games. Aboard these vans, consumers could play a touch screen Modak (traditional Indian sweet) game and participate in a variety of other engagement activities. They could also capture their #MaazaModak moments on a specially-designed festive photo booths to create memories with Maaza. The brand also gave away exciting Maaza merchandise to participants uploading their favourite moments on social media, tagging the brand and using the hashtag #MaazaModak.

Indian e-commerce has seen a steady growth over the years from 2014 and is currently pegged at $53 bn. STAYING AHEAD IN THE RACE In August, Pepperfry unveiled its ‘Why wait for Diwali’ sale, where it urged consumers to not postpone their furniture purchases and make the most of the upcoming sale. Realizing the fact that consumers often delay

their purchases towards the festive season, Pepperfry gave huge discounts to promote its sales and stay ahead in the race. With the intense competition, it would be interesting to watch brands unfold their festive campaigns. The season has just begun!

OCTOBER 2018 | PITCH | 67


BOOK REVIEW

BOOMING BRANDS I

n today’s crowded, complex and competitive Indian market, building an admirable brand from scratch has become one the toughest tasks for entrepreneurs. Today’s consumer is becoming more demanding, new technologies are disrupting established business models, international competitors are entering India at a rapid pace. Though the number of marketing channels are increasing, attention span of consumer is decreasing. Moreover, many marketing strategies that used to work in the past are becoming obsolete today. But even in the midst of all these challenges, a few entrepreneurs have been able to create admirable ‘Made in India’ brands that are getting noticed at the global stage. But journeys of these brands are mostly unnoticed. Harsh Pamnani, a marketer is on a mission to bring forward these journeys and demystify how new age ‘Made in India’ brands were created from scratch. He has authored a book “Booming Brands” that covers the brand building lessons derived from the hard-earned success of 11 brands from multiple industries and domains. The interesting point of this book is that it covers new age brands that have emerged post liberalization, have grown in fast changing digital era, and have sustained their growth when tenure of employees and customers with brands have shortened significantly. The brands selected - BookMyShow, BYJU’S, Zomato, Paper Boat, FirstCry, Goli Vada Pav, Elephant Design, Shaadi.com, PaGaLGuY, Su-Kam, and Jayaashree by Arunachalam Muruganantham (Pad Man), represent a good cross section of both digital and brick & mortar situations. This book is published by CNBC TV 18 and has received praises from many renowned business leaders, investors and academicians such as Amitabh Kant, CEO of NITI Aayog; Harsh Mariwala, Chairman of Marico; Ronnie Screwvala, Founder of UTV Group; Prof. Sharad Sarin, marketing professor at XLRI, Jamshedpur; Prof. Anand Narasimhan, Shell professor of global leadership at IMD, Switzerland; Prof. David Bell, marketing professor at The Wharton School, University of Pennsylvania; GV Ravishankar, MD at Sequoia Capital, India; Anand Lunia, Founding Partner at India Quotient; Sridar Iyengar, former Chairman and CEO of KPMG, India; Vineet Malhotra, MD at BlackRock, San Francisco and others. This book can be leveraged by people interested to learn how entrepreneurs behind these brands identified new opportunities, created million-dollar markets and achieved popularity for their brands in today’s highly crowded and competitive market.

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What was the vision behind writing ‘Booming Brands’? In today’s changing, competitive and crowded marketplace, building an admirable brand has become one of the toughest and the most important tasks for entrepreneurs and marketers. Due to change in consumer behaviour, reduction in consumers’ attention span as well as increment in the number of marketing channels and competitors, the marketing strategies that used to work in the past are becoming obsolete today. To navigate through the complexities of today’s time, people need the right material to learn from the journeys of rising brands. I have met many marketers, business school students, entrepreneurs, and professors who expressed that there is enough material available on growth stories of international brands, but not much has been written about the growth stories of Indian brands. The way brands were built in developed countries like America, can’t be built in developing and a diverse country like India. Though some valuable material has been written on Indian brands, today’s brands can’t be built in the way age old brands were built before liberalization and before the digital era. Moreover, some interesting material has been written on successful marketing campaigns, but brand building is beyond marketing campaigns. A brand is defined by many factors such as the vision of the founder, product, packaging, team’s capability, organization culture, distribution channel, supply chain, etc. and I couldn’t find much material covering these aspects of brand building. I also observed that many new age ‘Made in India’ brands are getting noticed on the global stage, but their journeys are mostly unnoticed. Noticing this void, I felt I could come up with a referable material that could be leveraged by many people interested in learning from the

THE WAY BRANDS WERE BUILT IN DEVELOPED COUNTRIES LIKE AMERICA, CAN’T BE BUILT IN DEVELOPING AND A DIVERSE COUNTRY LIKE INDIA. journeys of today’s rising brands. My book ‘Booming Brands’ is an outcome of my vision to bring forward the journey of new age ‘Made in India’ brands. How much do you think the ‘Make in India’ initiative has helped the Indian market grow? The Make in India initiative was launched by Prime Minister in September 2014 to transform India into a global design and manufacturing hub. In my view, it is a great initiative to boost innovation, entrepreneurship, accelerate growth and create more jobs in India. For instance, India has recently inaugurated the world’s largest mobile phone factory in

association with the Samsung and is in talks with multiple international players. While these kind of manufacturing units employ in-house workforce, they also benefit the broader ecosystem. ‘Make in India’ has also motivated many other players in the ecosystem to come forward and contribute. For instance, IIT Hyderabad is launching an incubator dedicated exclusively to aid start-ups in the chip design sector. The goal of this initiative is to incubate at least 50 ‘Make-in-India’ chip design companies that can compete globally. As another interesting fact, India is now in the top half of the Global Innovation Index (GII) rankings. GII is developed jointly by Cornell University, INSEAD and World Intellectual Property Organization and ranks 126 economies based on 80 indicators, compiled under 7 pillars. India is now ranked as 57th most innovative country in the world and the most innovative country among Central and South Asian countries. In your book, you have written about 11 Home-grown brands. Which factors did you consider while picking these brands? The book covers 11 ‘Made in India’ brands – BookMyShow, BYJU’S, Shaadi.com, Zomato, Paper Boat, FirstCry, Su-Kam, Goli Vada Pav, PaGaLGuY, Elephant Design and Jayaashree by Arunachalam Muruganantham (Pad Man).

OCTOBER 2018 | PITCH | 69


BOOK REVIEW

The brands selected are from multiple industries and domains. They all are innovators, problem solvers and market leaders in their respective niches. All these brands have become admirable brands over the last decade and have achieved popularity in highly crowded and competitive markets. The book covers their journeys in the structure of ‘Why’, ‘How’ and ‘What’ these brands have done to become winners in their respective areas. What upcoming marketing trends should home grown brands watch out for? Brands have to adapt themselves as per changing consumer behaviour and emerging technologies. In today’s era, the consumers’ attention span has reduced and their behaviour has changed significantly. For instance, when people used to

70 | PITCH | OCTOBER 2018

DUE TO CHANGE IN CONSUMER BEHAVIOUR, REDUCTION IN CONSUMERS’ ATTENTION SPAN AS WELL AS INCREMENT IN THE NUMBER OF MARKETING CHANNELS AND COMPETITORS, THE MARKETING STRATEGIES THAT USED TO WORK IN THE PAST ARE BECOMING OBSOLETE TODAY

consume internet through their desktops, they used to take out dedicated time to browse websites. But nowadays, people consume internet through mobile in smaller chunks. If a consumer is not hooked on in a few seconds, he can go to an alternative option with just a click. In such scenario, brands’ obsession with relevance to the customer and respect for their time has to be very high. Moreover, marketers have to look at technology differently. Nowadays, for any business to forecast and take decisions, data analytics and machine learning technologies have become essentials to understand market share, identify opportunities with revenue potential. Technology can also help marketers reach a new and targeted set of audience.


DIGITAL FOOTPRINT OF THE CONNECTED CONSUMER AVERAGE MONTHLY TRANSACTIONS PER CUSTOMER

Cab Booking

3.33

Travel

1.3

Majority of the E-commerce consumers are in the age group of 25 - 36 years. The age group above 37 years spends a higher amount on E-commerce than the rest of the customers.

E-Tail

1.27

Food & Beverage 1.21

The Merchant categories of cab booking and travel has the highest average monthly transactions per customer indicating the growth of the segment.

Transaction behaviour of Loyal consumers is more habit and deal based while that of Switcher consumers is more need based.

• The increased penetration of the internet in the Small town and small metros have changed the demographics and the nature of the customer behavior towards e-commerce. • The adoption of E-Commerce in the small metros and towns has been on a steady rise. • Merchant categories of Travel, Electronics and Fitness have the highest daily expenditure followed by E-tail, Lifestyle and Home Decor categories. Cab bookings and Travel categories have the highest average monthly transactions.

o continue to grow and emerge to be a factor of a sustainable ecosystem. The radical

Source: WATConsult: E-Commerce In India, Consumer Perspective 2018 Report

72 | PITCH | OCTOBER 2018


CUSTOMER PURCHASE BEHAVIOUR ETAIL AGE GROUP OF CONSUMERS

More than 75% of the audiences who transact with an e-tailing platform are between the age group of 19 to 36 years. Millennials transact more however, the spends amount is higher for the age groups 37 to 60 years.

31-36 years 21% 25-30 years 35%

37-45 years 14%

s

r ea 0y -6 1% 46 8.0

19-24 years 20%

Over 60 years 1.44%

ETAIL TOWN CLASS With the penetration of e-tailing platforms in small towns and metros, the divide in town class split is considerably equal. However the spending level as well as ticket size is higher for metros than small towns.

Small Towns 26.2%

Top 4 Metros 27.8%

Next 5 Metros 25.6%

Small Metros 20.4%

OCTOBER 2018 | PITCH | 73


AGE GROUP OF CONSUMERS

CAB BOOKING

31-36 years 22.5%

25-30 years 38.1%

19-24 years 18.2% 37-45 years 13.5%

Over 60 years 1.2% 46-60 years 6.09%

The majority of customers using the cab services are between the age group of 25 to 30 years (38.1%) and overall 78% of customers transacting with cab services are between the age group 19 to 30 years which clearly indicates that digital savvy audience are more comfortable using cab services and transacting via digital payments on these platforms.

TRAVEL AGE GROUP OF CONSUMERS

31-36 years 23.4%

37-45 years 19.1%

53.3% of the age groups transacting in the travel category are between the age groups of 25 to 36 years.

25-30 years 29.9% 46

-60 11 yea .4% rs 19-24 years 13.4%

Source: WATConsult: E-Commerce In India, Consumer Perspective 2018 Report

74 | PITCH | OCTOBER 2018

Over 60 years 2.3%


ENTERTAINMENT

AGE GROUP OF CONSUMERS

53.3% of the age groups transacting in the travel category are between the age groups of 25 to 36 years. With average spends higher for the age group 37 to 45 years the average monthly transactions are consistent between the age group of 19 to 45 years.

31-36 years 24.3%

37-45 years 20.5%

25-30 years 28.9%

46

-60 10 yea .6% rs

Over 60 years 2.55%

19-24 years 12.7%

LIFESTYLE

The purchase of lifestyle products are higher in the age group of 25 to 30 years. The trends of average spends and ticket size increases from the age group of 31 to 60 years. This can be a factor where the elderly age groups are purchasing lifestyle products of kids and younger audiences.

AGE GROUP OF CONSUMERS

31-36 years 24.1% 37-45 years 20.4%

25-30 years 28.9%

46 -6 11 0 yea .2% rs

Over 60 years 2.37%

19-24 years 12.7%

OCTOBER 2018 | PITCH | 75


FOOD & BEVERAGES The youth today are not merely the young consumers within the age group of 18–25 years with limited pocket money or income; they are being defined by their life experiences, attitude towards lifestyle products, aspirations in terms of brand ownership, and other such factors. The Youth Driven Foodservice Industry The foodservice industry is the younger customer segments in India. expected to take off on the wings of the younger customer segments in India. •

Around 50% of youngsters within the age group of 18 to 30 years eat out.

In India, this is the largest segment in the demographic pyramid with maximum disposable income.

However, the spends, ticket size, and transactions are higher between the age group of 30 to 60 years owing to their indulgence in more premium categories like casual dining and fine dining.

AGE GROUP OF CONSUMERS

31-36 years 23.2% 37-45 years 17.3%

25-30 years 33% 46

-6 Over 60 years 0 7.5 yea 1.56% 3% rs 19-24 years 16.9%

HEALTH CARE

FOOD & BEVERAGES AGE GROUPS 75% of the customer transacting in this category are between the age group of 25 to 45 years with 0lower spends and average ticket size. However, with increase of age group sets, the average spends, monthly transactions and ticket size increases and is higher for audiences over the age of 60 years.

AGE GROUP OF CONSUMERS

25-30 years 23.8%

37-45 years 22.1%

76 | PITCH | OCTOBER 2018

31-36 years 29.8%

19

-2 4 46-60 7.2 ye a 3 % rs years 11.8%

Over 60 years 5.12%

Source: WATConsult: E-Commerce In India, Consumer Perspective 2018 Report


ELECTRONICS AGE GROUP OF CONSUMERS

31-36 years 23.1%

37-45 years 22.7%

More than 70% of the purchases in the electronic category are between the age groups 25 to 45 years. However the average spends and ticket size increase linearly till the age group of 60 years.

25-30 years 26.1%

19-24 ye 9.78% ars 46-60 years 15%

Over 60 years 2.86%

HOME DECOR

AGE GROUP OF CONSUMERS

In the demography pyramid according to family incomes, there is a high growth in middle class families than the lower and upper class. More than 50% of the transactions in this category are seen in millennials who are setting up their own home or base. However, the spends and ticket size are in the audience set between the age group 37 to 65 years.

FITNESS

31-36 years 26.2%

37-45 years 20%

25-30 years 31.7%

19

-2 4 46-60 9.2 yea 2% rs years 10.3%

Over 60 years 2.31%

The fitness-oriented customer is mostly within the age group of 20 to 40 years. This spans from their college days to their professional days and mainly revolves around the desire to look attractive and well-maintained.

31-36 years 22.6% 25-30 years 32.5% 37-45 years 18.3% 19-24 years 13.2%

46

-6 10 0 y .3 ea % rs

Post 40 years of age, customers engage in fitness activities mainly owing to health issues and doctor’s recommendations. India is fast emerging as a modern community that is beginning to realize the importance of sports and health.

Over 60 years 2.69%

OCTOBER 2018 | PITCH | 77


GALLERY

CONTENT FIRST:

STORYTELLING IN THE DIGITAL AGE

Keynote session by Sunil Kataria, CEO- India & Saarc, Godrej Consumers Product Ltd.

T

he 3rd edition of the Indian Content Marketing Awards (ICMA) and the 2nd edition of e4m Content JAM were organized at Taj Santacruz in Mumbai on 7 September 2018. At the e4m Content JAM conference, leading global and Indian experts of content marketing discussed how the rise of content marketing has

Keynote session by Rajesh Ramakrishnan, MD, Perfetti Van Melle India.

changed the marketing ecosystem. The topics revolved around content creation, curation, distribution and measurement. Whereas The Indian Content Marketing Awards (ICMA 2018) aimed to recognize the importance of content driven efforts across various categories including best digital branded content, best content marketing

on social media platforms, best use of mobile medium for marketing and so on. The theme around which the event revolved this year was ‘Content First- Story telling in the Digital Age.’ In his keynote speech, Rajesh Ramakrishnan, MD, Perfetti Van Melle India spoke on why content matters and

Panel discussion, Creating sustainable content Play. (Session Chair- Arnab Mitra, MD, Liqvd Asia Worldwide with Manish Aggarwal, Business Head, ZEE5 India; Akash Banerji, Head- Marketing & Partnerships, Viacom18 Digital ventures- Voot; Neha Warrier, VP Sales India)

78 | PITCH | OCTOBER 2018


Panel Discussion- Content Intelligence: Injecting science into Content Creation. ( Session Chair- Samir Bangara, Founder & MD, Qyuki Digital Media with Kanika Mohan Saxena, VP- Content Services, Vodafone India; Karthik Nagarjan, Chief Content officer, Wavemaker; Ajay Nair, Director, Only Much Louder (OML) and Gurmit Singh, Former MD, Yahoo India).

how content is like a ‘currency’ for a brand. According to him, it (brand) can give something valuable to the consumer in the form of engagement, education, entertainment and inspiration. He added, “In return brands can get loyalty, trust, respect, word of mouth and love. That’s what content can do. It can be the pivotal place between adding value from brands to consumers and in turn getting something back from consumers.” Sunil Kataria, CEO, India & SAARC, Godrej Consumer

Products Limited also delivered a keynote speech where he talked about the Rise of Regional Content to Realise Dream Digital India. He highlighted the fact that nine out of 10 internet users who are online in India use indic languages and that regional content is driving consumption. After the keynote sessions, a panel discussion took place where Arnab Mitra, Managing Director, Liqvd Asia Worldwide; Manish Aggarwal, Business Head, Zee5 India; Akash Banerji, Head, Marketing and Partnerships,

Fireside Chat with Sunil Lulla, Group Ceo, Balaji Telefilms Ltd.

Viacom 18 Digital Ventures, Voot and Neha Warrier, VP Sales India, Mirriad discussed about what it really takes to create a sustainable content play. The panelists also talked about the increasing demand for original content and how it was an opportunity as well as a challenge for OTT players in the space. Another panel discussion on Content Intelligence, where data formed a key factor took place with Ajay Nair, COO, Only Much Louder; Kanika Mohan Saxena, Vice President-Content, Vodafone; Gurmit Singh, former Vice President and Managing Director, Yahoo India; and Karthik Nagarajan, Chief Content Officer, Wavemaker; Samir Bangara, Founder & MD, Qyuki Digital Media as panelists. The panelists discussed in detail, the importance of data in effectively serving the consumers and thereby, customizing content as per the needs of the consumers. The third panel discussion revolved around the topic ‘From Content Silos to Content Ecosystem’, where Devendra Deshpande, Head Content Plus, Mindshare; Prachi Mohapatra, CMO, FBB; Sudhanshu Nagpal, Head- Biscuit Category, Mondelez India; Sachin Killawala, Marketing Director, Nivea India; Amitabh Pande, Deputy Marketing

OCTOBER 2018 | PITCH | 79


Panel Discussion, From Content Silos to Content Ecosystems. (Session Chair- Devendra Deshpande, Head Content Plus, Mindshare; Prachi Mohapatra, Chief Marketing Officer, FBB; Sudhanshu Nagpal, Head- Biscuits Category, Mondelez India; Sachin Killawala, MD, Nivea India; Amitabh Pande, Deputy Marketing Manager, Ikea India; Zoya Pandey, Head- Marketing Excellence, Abbott Healthcare).

Celebrity Chat at Content Jam 2018- Sonu Sood, Film actor; Bhuvan Bam, Indian comedian, and YouTube personality; Dr Anurag Batra, Chairman and Editor-in-Chief, BW Businessworld & exchange4media; Amit Golani, Director and Writer, TVF; Anupama Chopra, Indian author, journalist, film critic; Rannvijay Singh, Indian actor, television personality and VJ; Amit Wadhwani, MD, Sai Estate Consultants.

Manager, IKEA India and Zoya Pandey, Head- Marketing Excellence Abbott Healthcare came together to discuss about the changes in the content marketing sphere. The panelists discussed about the effects of digital transformation and how content should vary from one medium to another. The Content Jam concluded with a celebrity chat chaired

by Annurag Batra, Chairman & Editor-In-Chief, exchange4media with key people from the entertainment industry including Rannvijay Singh, Film Actor & TV Star; Anupama Chopra, Film Critic; Bollywood actor Sonu Sood, renowned YouTuber Bhuvan Bam, Amit Golani, Executive Creative Director, The Viral Fever (TVF) and Amit Wadhwani, Director, Sai

Estate Consultant Pvt. Ltd. The chat revolved around the topic ‘Content Marketing Lessons from Entertainment Industry’ where these speakers discussed in detail about the need to be true while putting content across. Other speakers present at the event included Sunil Lulla, Group CEO, Balaji Telefilms ; Anantha Nayak, CEO, Cipla Health; Sujit Ganguli, Chief Marketing Officer, ICICI Bank; Kranti Gada, Chief Operating Officer, Shemaroo Entertainment Limited; Karan Kumar Gupta, Managing Director, Zirca Digital Solutions Pvt Ltd; Sidharth Gowda, Strategy HeadBrand & Content Solutions, India & Singapore, Zirca Digital Solutions Pvt Ltd. After these insightful sessions, the Indian Content Marketing awards took place where the winners across various categories were announced.

Winners ICMA 2018

80 | PITCH | OCTOBER 2018


#enbaAwards

WE ARE DELIGHTED TO ANNOUNCE! JURY CHAIR

Dr. KIRAN KARNIK FORMER PRESIDENT

NASSCOM

TH

11 EDITION

EXCHANGE4MEDIA NEWS BROADCASTING AWARDS

enba 2018 He describes himself as a ‘public un-intellectual’, a non-academic with a strong interest in public policy and strategy. Contact Details: Priyanka Bhadaouria : priyanka.bhadouria@exchange4media.com | Ankit Yadav: ankit.yadav@exchange4media.com Aditya Muvvala: aditya.muvvala@exchange4media.com

For Partnerships, Please Contact:

Runa Sinha - National Business Head | runa.sinha@exchange4media.com | +91 9810497903 Ashish Kudalkar | General Manager West-Sales & Business Development - ashish.kudalkar@exchange4media.com | +91 9820541742 Sneha Walke - VP Special Projects & South Head | sneha@exchange4media.com | +91 9845541143 Nikhil Tandon | Regional Manager - North - nikhil.tandon@exchange4media.com | +91 9999700906

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LEADERSHIP LEADERSHIP QUOTES QUOTES

Leadership and learning are indispensable to each other.

-JOHN F. KENNEDY

Part of company culture is pathdependent -- it’s the lessons you learn along the way.

-JEFF BEZOS Teamwork makes the dream work, but a vision becomes a nightmare when the leader has a big dream and a bad team

-JOHN C MAXWELL

My job as a leader is to make sure everybody A genuine leader is not a in the company has searcher for consensus but great opportunities, a molder of consensus. and that they feel -MARTIN LUTHER KING JR. they’re having a meaningful impact All of the great leaders have had one characteristic in common: it was the willingness to confront unequivocally the major anxiety of their people in their time. This, and not much else, is the essence of leadership.

-LARRY PAGE

-JOHN KENNETH GALBRAITH

It’s fine to celebrate success but it is more important to heed the lessons of failure. - BILL GATES 82 | PITCH | OCTOBER 2018

The ability to learn is the most important quality a leader can have. -SHERYL SANDBERG Success isn’t about how much money you make; it’s about the difference you make in people’s lives -MICHELLE OBAMA

People ask the difference between a leader and a boss. The leader leads, and the boss drives

-THEODORE ROOSEVELT


RNI NO: DELENG/2009/27694

Emotional Connect with the Digital Being  

Brands today are moving towards using emotional appeal to enhance brand recall and connect with their consumers.

Emotional Connect with the Digital Being  

Brands today are moving towards using emotional appeal to enhance brand recall and connect with their consumers.

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