Pitch anniaversary issue 2014 by Adsert Web Solutions

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Contributors P

itch has turned 10 and each month without fail it has brought you up close with the BEST in the marketing industry. The 10th Anniversary issue has a line-up of Marketing heads who talk about various aspects of the industry. Look out for KEEN INSIGHTS, SPECULATION and EXPECTATIONS in this issue. MTV VJ and popular youth and Style Icon ANUSHA DANDEKAR shares her marketing mantras to capture the youth market. She was the keynote Speaker at Pitch Youth Marketing Summit and Awards held this December. NIRAJ DAWAR, Professor of Marketing at the Ivey Business School in Canada and Hong Kong speaks about shifting marketing strategies from products to consumers which is also the subject of his latest book TILT. FACEBOOK, the virtual drawing room has become a strong marketing medium. KIRTHIGA REDDY, Head, Facebook India, believes that Facebook marketing has the strength to beat mass communication strategies. In this issue, she reveals HER FAVOURITE FACEBOOK CAMPAIGN. 10 CMOs PREDICT whatâ&#x20AC;&#x2122;s in store for brands in the NEW YEAR. Native advertising is here to stay says Brand Domain Specialist HARISH BIJOOR. His eyeopening views about the FUTURE OF NATIVE ADVERTISING should not be missed!.n

ANUSHA DANDEKAR Actor & VJ MTV

NIRAJ DAWAR Professor of Marketing at the Ivey Business School in Canada and Hong Kong

KIRTHIGA REDDY Head, Facebook India

HARISH BIJOOR Brand Domain Specialist

Pitch | January 2014

LAUNCHPAD

Gadgets & Gizmos LAVA

Iris 405+ Android smartphoneCollection Product: Following the launch of the Iris

hardware specifications coupled with Android 4.2 Jelly Bean OS is capable of delivering high performance, super-fast web browsing and graphic-intense gaming. Priced at Rs. 6,999 the phone comes with a large 1400 mAh Li-Ion battery.

405 earlier last year, the Iris 405+ is the latest smartphone in this range. Available in two colours – black and white, the Lava Iris 405+ is 4inch smartphone with a super LCD WVGA display, one of the brightest in the market in the mid-range smartphone segment.

USP: Equipped with a 1.3 GHz dual-core processor and Android Jelly Bean OS, the new Iris 405+ offers lag-free graphicintense gaming experience and seamless multi-tasking. The “super slim” (9.0 mm) smartphone has a metal finishing on the front cover and an excellent back finishing which gives the feeling of a scratch less back cover. Specifications: It is powered by a 1.3

GHz dual-core processor backed by 512 MB of RAM. The smartphone packs in 4GB of internal storage which supports a microSD card of up to 32GB. The competent

KINGSTON

CATCH

USB Flash Drive for Personal Security ties and is backed by a five-year warranty, free live technical support and legendary Kingston reliability.

Background: The Product: Kingston, the independent world leader in memory products, today, announced the launch of the DataTraveler® Locker+ G3 (DTLPG3) USB 3.0 Flash drive for personal security. With USB 3.0 drive for personal security, consumers can keep their data safe. Kingston’s Data Traveler Locker+ G3 password protects and hardware encrypts data giving consumers the best in personal security with USB 3.0 speed.

USP: Data Traveler Locker+ G3 is available in 8GB, 16GB, 32GB and 64GB capaci-

Background: LAVA International Ltd established in 2009, is amongst the top Indian brands in the mobile handset industry. As a brand that strives to understand customers’ requirements deeply and has a complete in-house R&D center to convert those needs into products, Lava brings in products that offer superior value through good quality and bestin-class features at an affordable price. Headquartered in New Delhi, India, the company has offices in Mumbai, Bangalore, Kolkata, and abroad. 

Kingston Technology Company, Inc. is the world’s largest independent manufacturer of memory products. Kingston designs, manufactures and distributes memory products for desktops, laptops, servers, printers, and Flash memory products for Personal Digital Assistant (PDA), mobile phones, digital cameras, and MP3 players. Through its global network of subsidiaries and affiliates, Kingston has manufacturing facilities in California, Taiwan, China, and sales representatives in the United States, Taiwan, China, India, Australia, Vietnam, Europe, Russia, Ukraine, Turkey, and Latin America. 

Catch Miniz The Product: Catch is enhancing its product basket by adding an international range of seasonings and flavoured salts developed with recipes sourced from across the world. Catch ‘Miniz’ has a portable and user friendly packaging which can be used at home, outside and during travel and has been developed with superior quality ingredients and special recipes to ensure that the consumers get the desired result by using lesser quantities of each product.

USP: Miniz is available in an assorted pack of 9 in 1 with a recipe booklet and is priced at Rs. 200

Pitch | January 2014

CANON

LINE

The PowerShot G16

LINE GO!GO!GO!

The Product: The PowerShot G16 with its 12.1 megapixel HS CMOS sensor with DIGIC 6 imaging processor, produces phenomenal image quality, great details and performs superbly in low light as well. The G16 features a zoom range of 5x, with a focal range of 28mm-140mm and this is expandable to 10x using Canon’s new ZoomPlus feature. The bright f/1.8 (W) – f/2.8/ (T) lens performs beautifully especially in low light, perfect for creating dramatic soft backgrounds with shallow depth-of-field.

USP: A unique new feature of the PowerShot G16 is the new Star Shooting modes, for users who like to take photos and videos of night skies. These modes are Star Nightscape, Star Trails and Star Time-Lapse Movie, and they allow control over creating stunning photography of the night sky, in a number of creative ways. Specifications: Powered by Canon’s latest DIGIC 6 imaging processor, this camera has improved sensitivity to shoot at higher res-

olutions with less noise in dark conditions. Wi-Fi capabilities on PowerShot G16 allows for instant sharing and easy uploading. Enables easy focus check by highlighting the edges of in-focus subjects with colored lines.

Background: Canon Inc. (NYSE: CAJ), headquartered in Tokyo, Japan, is a leader in the fields of professional and consumer imaging equipment and information systems. Canon’s extensive range of products includes multifunction office systems, inkjet and laser printers, cameras, video equipment, medical equipment and semiconductor-manufacturing equipment. Originally established in 1937 as Precision Optical Industry, Co., Ltd., a camera manufacturer, Canon has successfully diversified and globalized to become a worldwide industry leader in professional and consumer imaging systems and solutions.. 

The Product: LINE Corporation, owner and operator of the free call and messaging app LINE, released LINE GO!GO!GO!, a free social racing game for iPhone and Android. It is a simple and fun racing game, the first of its kind on the LINE Game platform. Players steer and jump their car as they try to drive as far as possible. USP: There are plenty of social features. Players can see how they rank against their friends, exchange Tires necessary for play, and boast about new high scores on each other’s Timelines, all of which earn Friendship Points that can be used to get more cars and items.

The Game: In LINE GO!GO!GO!, players’ scores depend on how far they can travel and how many other vehicles they can pass before they run out of gas. Gas depletes the farther the player drives. Crashing into other vehicles not only slows the player down, it also further depletes the player’s fuel gauge, so not crashing is the key to driving long distances. Passing checkpoints replenishes some fuel, and also garners the player a score bonus. Specifications: The 9 flavours available are Italian Treat (Seasoning), Malabar Black Pepper (Seasoning), Tangy Snacky (Seasoning), Xtra Spicy (Seasoning), Meal Magic (Seasoning), Salad Surprize (Seasoning), Paprika Punch (Flavoured Salt), Salt-Lite (Low Sodium Salt), Silver Flakes (Complementary).

Background:

Dharampal Satyapal Group (DS Group) is a rapidly growing multi-diversified conglomerate,

Pitch | January 2014

with a turnover of more than Rs 3300 crore this year. The Group has strong presence in F&B, Hospitality, Mouth Fresheners, Tobacco, Packaging, Agro forestry, Rubber Thread and Infrastructure. The most recent forays have been the Group’s entry into the Dairy, Confectionary and Powdered Beverages businesses. DS Group is committed towards premium quality products & credited with several innovations over last eight decades. 

Background: LINE Corporation is based in Japan and develops and operates the LINE app for smartphones. Since launching in June 2011, the LINE app has grown into a global service used in 230 countries, ranking first in the free app category in 60 countries. LINE offers free one-to-one and group messaging, as well as free domestic and international voice and video calls. LINE also includes a wide array of social elements such as fun and expressive stickers, a personal Home, a Timeline, and numerous LINE family apps, including LINE games and LINE camera. 

LAUNCHPAD SPACIO

Outdoor Swings & Hammocks Collection The Product: SPACIO’s new collection of beautifully designed outdoor swings and hammocks fits into any garden, patio, courtyard, balcony or rooftop. Made of PE (polyethylene) wicker, these swings and hammocks are not just comfortable but also aesthetically designed to add glamour to the outdoor life. PE wicker furniture can adjust to any outdoor garden or patio setting with its endless range of shapes and colors.

range of home décor pieces, artifacts and furniture that can make a magical difference in transforming the living

style. For the discerning customers of today it offers not just the décor items, but a whole new concept of interiors. 

USP: It offers UV protection and resistance to water so that the outdoor furniture can be left outside in any weather condition, requiring very low maintenance.

Specifications: Made of PE (polyethylene) wicker, these swings and hammocks are light -weight and durable. Each piece is carefully hand-woven over a power coated aluminium frame and constructed to exact specifications. The range of this new collection of swings starts from just INR 15,000.

Background: SPACIO is a one stop destination for Furniture & Accessories. The brand is known for offering a stunning

Ebay

Ezone

The Product: www.ebay.in launched a brand store in association with the electronics retailer Future Group Ezone.

India is a 100% subsidiary of eBay Inc.

About Ezone Online

USP: eBay India users will be equally excited to gain easy access to a wide range of consumer electronics from Ezone. About eBay India: eBay India (www. eBay.in), is India’s No. 1 online shop-

ping destination where thousands of Indian entrepreneurs list a wide range of products across Electronics, Lifestyle, Collectibles and Media categories. eBay

Ezoneonline.in is the exclusive electronics ecommerce portal from Future Group and is the online extension of its brick n mortar stores present across India in Malls, High Streets and within other group format stores like Home Town, Central and Pantaloons.  Compiled by Gunjan Verma -gunjan.verma@exchange4media.com

Pitch | January 2014

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BUZZ

Campaigns TVC

ODONIL

Ab life aur zyada mehekegi

Creative Agency: McCann Erickson Story: The TVC shows a little girl recounting to her mother a magical experience full of flowers in Madhuri’s bathroom. The film beautifully captures the transformation brought about by the double fragrance of Odonil through delightful visuals of flowers blooming around the bathroom. The TVC presents Odonil as an important part of every home.

TVC

HDFC LIFE

Rationale: The new Odonil 2X campaign reinforces the relevance of fragrance in our daily lives by showing the transformative effect of fragrance on the ambience as well as on our state of mind. The TVC shows how fragrance enhances our everyday experiences, which is not missed even by kids. The 2X fragrance of the new Odonil is put across through the proposition ‘Ab life aur zyada mehekegi’.

PIZZA HUT

Kitna cheese mangta hai tere ko, hain? Creative Agency: Ogilvy & Mather Storyboard: The new TVC brings out the proposition of the cheesiest pizza beautifully with great casting in the matchless Vinay Pathak as the dad, the endearing performance of the cute son with his

New Child Plan Campaign

Creative Agency: Leo Burnett Story: The ﬁlm opens on both parents ﬁlling the invitation cards for their daughter’s birthday. While putting the last card, father asks daughter about what she wants for her birth-

they have planned for her vacation and education in America instead. The ﬁlm closes with both parents happily celebrating their kids’ birthday, having given her the substantial gift of a secure future for her birthday.

day. Daughter replies, “Princess Doll.” Father nods with an agreement. Daughter starts rattling more gifts for future birthdays as, “Dollhouse, video game, Badi wali cycle, mobile, heel wale sandals aur woh America mein Disney World hai na…” Father, amused at this asks her when did she plan all this. To which, the mother replies conﬁdently

Rationale: Most of the times, the important parenting decisions are overshadowed by the urgent ones. Through this campaign, HDFC Life has tried to communicate to parents that investing in a child plan at the right time is equally important. Child’s birthday acts as a perfect occasion as parents with young children usually invest a lot of time and money planning, but may not be necessarily thinking about the child’s secure future during this early period. HDFC Life used this occasion, which occurs year-on-year to speak to both parents and encourage them to opt for long term ﬁnancial plan for their child’s future.

TVC

sock puppet and Pizza Hut’s hero ‘So Cheezy’. Vinay wentices his upset son with the irresistible ‘So Cheesy’ with the Jalapeno ﬂavored cheese stuffed in the crust, creamy cheese in the middle and lots of mozzarella cheese on top and son is unable to resist the gloriously cheesy pizza. The 10 seconder is a humorous take on the product where Vinay brings alive the proposition in his trade mark cheezy way. Rationale: The challenge was to tell an interesting story to the consumers, a story that is relatable, fun and endearing and at the same time not lose out on the immense lure value of the product. So, the right mix of ingredients, as it were, to bring alive the story - The father (a role essayed brilliantly by the inimitable Vinay Pathak), the son (you can’t help but fall in love with), and a sock puppet. How they all come together to bring alive the drool of the product.

Pitch | January 2014

TVC

Honda Motorcycle & Scooter India Pvt. Ltd.

outdoor

Activa i, Udh! Creative Agency: Dentsu Marcom Storyboard: The TVC starts with the young guys and girls getting ready and then the jingle starts with Pooja Uddh, Purab udd naming different target users across the country riding with a happy expression that they are ready for the life ahead. The TVC also talks about the features of Activa i with 60kmpl, combi brake, lightweight and gearless being the prominent ones. Rationale: Honda wanted to reinforce the market leadership of Honda with its 1st personal compact scooter offering under the brand name Activa i. In Personal Compact Scooter category, customers desire an automatic scooter for daily commute, which is lightweight,

TVC

compact and easy to handle yet comfortable for both genders. Thus, Active i Honda’s first ever “Light weight personal compact” automatic scooter was developed, which is affordable too. The brand

Dettol Kitchen GeL

Trusted protection meets flawless efficiency Campaign: For 10,000 housewives across the suburbs of Mumbai, the daily chore of collecting their lunchbox from the designated dabbawala came with a surprise. The specialist disinfectant kitchen cleaner Dettol Kitchen Gel in partnership with the efficient Dabbawalas of Mumbai stepped in to create awareness around the importance of kitchen hygiene. Each of the 10,000 lunchboxes were tagged with a small booklet with surprising facts on germ contamination in kitchen. In addi-

took the age old game of Chidiya udh, tota udh and associated the same with the feelings of one riding the scooter. n

Thomas Cook (India) Ltd.

Malaysia, the choice for Summer 2014 Creative Agency: In house creative team Storyboard: The campaign leverages pioneering computer graphics and animation technology to present impactful 15 second clips that showcase Malaysia as a vibrant and delightfully diverse destination of choice for Summer 2014. Faced with an uphill task of combating both a time-poor audience and viewer fatigue, yet effectively spotlighting Malaysia’s range of attractive experiences, Thomas Cook India’s campaign succeeds with elan-an animated clip delivered in under 15 seconds. Given India’s photo-happy

Pitch | January 2014

tion, a pack of Dettol Kitchen Gel was also inserted into the boxes to give housewives a chance to use an expert cleaner for keeping their kitchen clean and family healthy.

holidayers, the campaign internally titled ‘Snapshots of the Mind’ introduces the poignant recall of holiday photos, creatively animated to bring in the vibrant feel of a motion picture. Rationale: The TVC showcases still images that are animated using computer graphics to create a short, yet impactful film, ensuring not just higher recall for both brands, but a strong allure that entices consumers to book their next holiday in Malaysia. Destination Malaysia has been featured in a never before avatar.n

Rationale: Consumers see Dettol as trusted champions of health, an “expert” that guarantees protection from germs. The association of Dettol with the Dabbawalas in Mumbai allowed the brand to take the message of Kitchen hygiene to a large number of households. While creating awareness, Dettol wanted the custodians of family health, mothers and housewives, to use an expert kitchen disinfectant cleaner to extend our promise of germ protection to the kitchen by providing a single solution for a truly healthy kitchen and family. n Compiled by Gunjan Verma -gunjan.verma@exchange4media.com

COLUMN

Rajat Mehta

EVP, Country Head, Yes Bank

rajat.mehta@yesbank.in

The Future of

Banking on Mobile

Banks have been expanding their foot print in this digital space to provide a seamless experience in the customerâ&#x20AC;&#x2122;s everyday banking needs and payment requirements 16

Mobile phones, with well over half a billion active users in India1, are playing an increasing important role in every individualâ&#x20AC;&#x2122;s life. While that is stating the obvious, its advent has definitely made businesses take notice of the sheer potential to reach the customer through this medium for both Promotion and increasingly for anywhere, anytime Service. Globally and in India, banks have been expanding their foot print in this digital space to provide a seamless experience in the customerâ&#x20AC;&#x2122;s everyday banking needs and payment requirements. Currently a mobile user avails various financial services on his/her mobile devices. These include: 1. Mobile Apps or WAPsites effectively use mobile internet to facilitate banking services on the move for customers, which were once available only in bank branches. Increasingly customers are making payments, account inquiries, transferring funds and even opening new Deposits, on the GO, with the power on their Smart Phones. Further, banks are also driving loyalty through discounts and promotions, as well as pushing cross-sell through this highly interactive platform. However, it is fair to say that Mobile Apps

are still a secondary medium to Internet Banking through Desktops and used in the absence of Desktops. At YES BANK, we have seen a significant number of our customers download the state-of-the-art YES Mobile application for their banking needs but over 99% of these users continue to be active users of Net Banking. 2. SMS and USSD (Unstructured Supplementary Service Data) based banking services provide access to all segments of customers including the non-tech savvy and bottom of the pyramid segment. While the non-usage of mobile internet limits the scope of service that can provided, the possibility of reach increases multifold times. Several security features for payments like OTP (One Time Password) and other important safety authorizations. 3. Payment services & M-wallet- Immediate Mobile Payment Services (IMPS) which is provided by National Payments Corporation of India is offered by 59 Banks in India to enhance their mobile banking service. Over 45 million Mobile Money Identities (MMIDs), which are user IDs for banking customer to avail this service, represent a reach of around 15% customer base.3 This has revolutionalized the mobile payment mechanism

Pitch | January 2014

with round-the-clock option of money transfers at almost real-time basis. The integration of IMPS in Domestic Remittance is a boon to the un-banked customers for instant money transfers to their relatives & friends. The m-commerce industry is currently reaping the benefits of IMPS as a merchant presence in the banking app. Current Challenges for Banks Despite the obvious benefits and convenience of Mobile Banking services, it also faces certain challenges. Apart from the evolving infrastructure of mobile internet, connectivity & availability issues, the primary roadblocks for Mobile Banking are Security & Customer experience. Firstly, security has been a major roadblock for the customers to migrate for traditional banking channels to digital channels i.e. internet banking & mobile banking. Moreover, in case of mobile, the customer feels unsafe to share important data on a wireless network. Also, the fear of the device getting lost or stolen is at the back of the mind for the customer. While proactive measures by the regulators in partnership with banks have been able to address these concerns to a great extent, the lack of awareness & education plays a critical role in hindering the usage of the banking service on mobile device. Secondly, with the rise in availability of varied digital screens (Computer, Television, Mobile phone, Tablets etc.) for a single customer, the necessity seamless experience in all the digital channels is the need of the hour. Complex operations & different (and sometimes poor) user interface of the applications are sufficient for the customers to avoid exploring the benefits of mobile banking. Future Scope: The future of Mobile Banking holds the potential for introduction of more features and services, leveraging the enhanced adoption of technology amongst customers. Some of these include 1. M-Wallet- The global success of card-linked mobile wallets has not been replicated in Indian markets till now primarily due to low card penetration. m-Pesa, an open loop wallet in Kenya which allows deposits as well as withdrawals of cash, is

Pitch | January 2014

a successful example of cash based mobile wallet in the world and a similar opportunity in Indian markets can open the gates for Banks to reach an additional 250 million un-banked mobile active customers.2 The same can be extended to provide cash-less & card-less transactions at the retail stores for the banking customers using Near Field Communication (NFC) based mwallet payment services. 2. Social Banking- Social Banking, in this context, means integration of banking services with a customer’s social life. This takes the service to all the social networks i.e. Facebook, Twitter, Linkedin along with chats like Whatsapp, Blackberry Messenger etc. Thus facilities like money transfer can be made as simple as sharing physical money with the friends. Interestingly, amongst the 93 lakh customers in India who access internet only through their mobile device, 77% of them reside in rural parts of the country1. While the above numbers may seem to be miniscule, it shows the potential of mobile banking’s reach in areas without significant infrastructure investment. Overall, as the share of smart phones grow, backed by expanding network and reach, Mobile Banking will be a space which shall not only be interesting to track but also impossible to ignore for marketers and banks. Mobile Banking has the potential to be the No. 1 channel for banking even surpassing the branch banking channel and this transformation may happen in less than a decade!

Source: 1 India Mobile Landscape (IML) 2013 study (http://www.business-standard.com/article/ technology/india-has-55-48-cr-mobile-owners-14-32-cr-internet-users-113090800330_1. html) 2 India’s Mobile Internet Report by Avendus (http://www.avendus.com/Files/Fund%20Performance%20PDF/Avendus_Report-India’s_ Mobile_Internet-2013.pdf) 3NPCI Website (http://www.npci.org.in/bankmember.aspx) .

The views expressed here are of the author alone, and do not necessarily reflect the views of Pitch

The future of Mobile Banking holds the potential for introduction of more features and services, leveraging the enhanced adoption of technology amongst customers 17

Itâ&#x20AC;&#x2122;s easy to get noticed when you are at the top. 8

Pitch | January 2014

Amar Ujala Compact has acquired the top spot* in Hindi Tabloid Readership in Uttar Pradesh and because it's right up there, of course it gets seen by the maximum number of people! That's why, advertising with us is the best way to get seen by everyone and take your brand to the top. Uttar Pradeshâ&#x20AC;&#x2122;s No. 1 Compact daily

Amar Ujala Compact 983000 Readers

Inext 377000 Readers

*Source: IRS 2012, Q4 (AIR)

Pitch | January 2014

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Pitch | January 2014

INTERVIEW HARKIRAT SINGH but does not have equipments and trained people to help you with those activities. The adventure category is growing now and one reason could be the increasing disposable income with the youth. We work on the product to improve functionality to meet the technical needs of customers. Woodland has been very consistent in the market and we change the strategies according to the changing trends. Initially, people were buying the brand mainly for design and not for utility. But now people go outdoors for more adventure and some have actually become adventurers. Earlier we were selling more because of the design and lifestyle positioning, but now we sell more for functionality. That is what Woodland

the adventurer exploring the Everest and a different one for a skiing expert. Equipment is a big category since people are venturing out a lot. We plan to market harnesses, tents, torches and a lot of such equipments which are not easily available in the market. Gradually, we might get into specific equipment specializations like fishing or skiing equipments. As Woodland sells outdoor products, Woodland aims to deliver protection too in that category. Thus, we plan to launch high grades of sunscreen and lotions to protect the skin when you are out in extreme temperatures.

“

ounded by Aero Group, Woodland was born in Quebec, Canada in 1992, and immediately caught the attention of outdoor enthusiasts. It brought with it, an innovative collection designed to provide rock climbers, backpackers, hikers, trail runners, and outdoor lovers with the perfect tools to meet nature’s challenges. Soon enough the Woodland tree logo became synonymous with adventure. The journey in India has been a little rocky with no organized retail in the early 90s when it launched in India. But things started looking up for Woodland as it managed to adapt and diversify to suit the Indian environment. To meet the demands of a diverse market, Woodland is foraying into new categories like skincare, adventure sports equipments and fashion wear for women. Harkirat Singh,

a t s u j s y u b e n o o N ! s d n a r b y u b y e h t product,

“

Managing Director, Woodland, India spoke to Gunjan Verma of Pitch about the adventurous journey of the brand in India and how exciting the future looks. In his own words… From Lifestyle to Functionality– Woodland’s journey in India… In 1992, it was a difficult phase because even though the passion for outdoor adventure was there, the enthusiasm was missing as compared to countries like Australia and South Africa. We come from Quebec where adventure and travel is a big category and people go out every weekend. The terrains support it. India has a lot of places for such activities

Pitch | January 2014

stands for - outdoor adventure which is the core business. The New Categories… After tapping the market for outdoor adventure activities , we now plan to invest in the product category of outdoor equipments. This will complete the catalogue for Woodland and its customers. We do a lot of customized kits for our youth ambassadors for their expeditions - like a different outfit for

Outdoor equipments will complete the catalogue for Woodland and its customers Meet the Woodland Youth Ambassadors at http://ambassadors.woodlandworldwide.com

COLUMN INTERVIEW HARKIRAT SINGH The Innovation Lab… Combining activity focused designs with the highest performing materials we can develop, constructed in the most innovative and effective manner possible is what gives us the edge. This perfect synergy of design, materials and construction is what Woodland strives for in every product. Our Super-Charged Cotton Collection is an ultimate union of innovation and functional performance. It’s the cotton that keeps you cool, dry and light. We are delighted to have the young upcoming stars unveil the collection. Our Warm Grip Shoes prevents Frostbite and is effective even at –20 degrees temperature. The heating comes from the lithium-ion battery and coil to warm the shoe, which is located in the sole. Woodland is also working on a new technology that would count the number of steps one would take, and calculate and display the distance walked and notify the approximate number of calories burned by the wearer. It will be the perfect way to maintain fitness. Why Woods… The youth that loves adventure also wants to party out in smart outerwear. Woods – the luxury brand from Woodland has a British lineage of hand-crafted shoes. We foresee a big market that caters to women, which is growing very fast. There is a huge market for fashion and that made us create Woods, an exclusive boutique store for women’s footwear. Earlier women were happy buying cheaper

Earlier holidays ment trips to Shimla or Massouri. Adventure sports is the new trend products. They were happy wearing a shoe for two months and then discarding it. But today women buy and look-after these shoes, almost like possessions. Today, more and more women are splurging on fancier and quality products. Woods caters to that segment. On Cajoling the youth… We conduct a number of events and shows in colleges where our target group is present. We help them experience the brand and our products especially for climbing or rappelling, which acts as a step towards pushing them towards the product. This will be the fourth year of our association with Sunburn. In Goa this year, we are putting up a rappelling wall where everyone can try out our products and experience adventure. We also have a community that promotes inspiration as youth ambassadors. Every month we have a youth ambassador, an adventurer, who has achieved a significant milestone in outdoor adventure. They write about their stories and share their experiences to impart inspiration to young aspirants. We spread the addiction through social and digital media. We encourage

people to know more about the experiences as well as the products. Using Digital to woo the youth… We think that the right kind of audience is on digital. We have about 3 million fans on our Facebook page, our e-commerce is also doing extremely well. Digital is the way forward. Most of our campaigns are global and digital media plays an important role to spread the word. We love to connect through social media as our audience is very active in that zone. On competition… We do have competition with Nike and other sports brands, as they too target youth. But Woodland’s area of specialization is more outdoor adventure driven. We make products to cater to the need of an adventurer. A sleeping bag can be used by any sportsperson but it is actually not meant for everybody. There is a lot of space in this category. Our youth ambassadors guide us about the needs of an adventurer. Woodland is one of only a few outdoor industry brands in the world to have its own integrated manufacturing facilities. This allows us to test proprietary production techniques and fully develop and commercialize our innovative products. Through ResQ jacket, heated jackets, shoes, and solar bags, and other innovations we try to bring new products and technology into the market. The perfect synergy of design, materials and construction is the target Woodland strives for in every product. Whether it’s a lightweight jacket for active pursuits or a summit tested parka for the coldest places on earth, our focus is on creating truly functional solutions for outdoor adventure enthusiasts. The market grows when you bring in innovative products and the customer is excited about all this today. Growing markets for Woodland… We have been growing consistently and hope that there is no surprise in 2014. The markets that are looking strong for us are Hong Kong, China, South Africa, East European countries, and Middle-East. -gunjan.verma@exchange4media.com

Pitch | January 2014

Pitch | November January 2014 2014 2013

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Five Heartening Campaigns of 2013 2013 has been a year of Heart warming narratives & Hearty executions Prof. Smitha Sarma Ranganathan

Strategic Branding & Marketing Management

sarma.smitha@gmail.com

ew brands spoke of functional benefits in 2013, and the most popular campaigns proved to be those with heavy emotional overtones. Detailed below is a close look at five best ad campaigns of 2013 that may not be easily forgotten in a long time to come.

When reaching Five-years to a Grand sustainable finale! A welcome break from the ambushing strategy between germ-killer soap brands, Lifebuoy’s ‘help a child reach 5’ campaign has been the talk of the town since its first digital impression. The storyline of this campaign brilliantly captures Gondappa’s painstaking journey to a hillock temple travelling the entire distance in an inverted posture, using his hands instead of his feet. The father’s thanksgiving uphill journey punctuated by hope and perseverance gets more believable in the creative rendition of the film. The opening film shot depicting Gondappa’s hand impressions on a muddy road leading to a slushy path in his neighbourhood establishes the rural premise of the

narrative. From there on, his path through field bunds accompanied by most of his community folks some with musical ensembles drives home the point of celebration and support of a milestone achieved! Gondappa’s sensitivity to not even harm an ant that crosses his path, the sprinkling of water by a woman to cleanse and soften his course ahead are endearing markers of attention to detail. The introduction of a curious young lady stopping by to understand the context of the ritual was perhaps the smartest way to get the urban viewers relate to the storyline. The surprise expressed by the young lady about the big deal of turning five to the strikingly contrasting expression when explained by a village elder that this was the first time any of Gondappa’s children turned five touches many a heart. A silent tear shed by the boy’s mother, the humble prostration by Gondappa, the well-scripted Tamil lyrics that runs in the background effectively portrays how revered reaching five years was in a community plagued with infant mortality. Social responsibility garnished with brand promise makes this campaign a hard one to forget and provides a setting for Project Sunlight – A sustainability initiative by HUL! We wait with bated breath to bask in the glory of this visionary project. A Second look at matrimony! The great Indian on-screen wedding synonymous with unapologetic opulence is guilty of diluting the meaning of matrimony amidst flashy visuals and

Pitch | January 2014

noisy chatter. Tanishq’s wedding collection ad offers a fresh whiff of life to the stifled expression of unison in marriage, more specifically a woman’s remarriage - considered a societal taboo until recently. From the word go, the dusky confident bride is a stark departure from the fair skinned-shy bride often depicted in wedding sequences. The well-crafted story setting include the sober yet tastefully chosen trousseau, hand-picked group of well-wishers and an effervescent little girl. The narrative strings together a range of emotions - the bride’s bonding with the little girl before the nuptial ceremony, the bride striding in grace with the little girl hand in hand, the little girl referring to the bride as mama asking to included in the wedding rituals, the bride’s attempt to

hush the request and the palpable discomfort – all a sensitive portrayal of reality. What steals the show is the bride groom’s perceptive response of the little girl’s disappointment and seemingly effortless inclusion of the child into their fold. The bride’s awe of her man’s gesture and the reassuring smile she breaks into form the climax of the sensitively told tale of a wedding to remember! Boys at Heart, Gentle as Men! Marrying opposites often works, at least when it comes to communicating brand promises. How else do you explain financial brands using emotional storylines to connect with their audience. Par bandhe ache hain is one such campaign that stays with you, thanks to its simple relatable contexts and endearing men as protagonists. The lazy-hubby who leaves the towel on the floor, while minding the wife’s head, the

Pitch | January 2014

forgetful -hubby who depends on his wife to fetch his wallet while ensuring she safely returns to the apartment; the sleepy-father still keeping tab on his son in a train station; the shielding-dad trying to hide the slushy footprints from his daughter’s headmistress surely do bring a smile on your face! ICICI prudential continues to make our men feel great as careless boys yet caring protectors! Retreading the threads of India-Pak bonding We love indulging in nostalgia, particularly in camaraderie with pals from Pakistan. Despite being a politically sensitive subject of diplomatic discussions, India-Pak continues to tickle the bud of many a brand story. We have had two unrelated brands pursue this trail this year. Coca Cola with the ‘smallworld machines’ campaign extended its established proposition of moments of happiness by providing a platform for uniting two closely connected yet now distant neighbours. The vending machine allows both Indian and Pakistan counterparts to bond by indulging in a common task and seal the connect with a can of Coke. Notwithstanding sceptics’ view of over-simplifying diplomatic contexts, the vision of a brand that sells colas to establish and celebrate bonds in simple ways between neighbours who once shared a common geographical compound is phenomenal. Google with its surprisingly refreshing take to humanize technology focuses on the reunion between childhood pals Baldev from India and Yusuf, a Pakistan resident. The signature offerings of Google with respect to – geography-related results, regional dictionary, visa regulations, weather forecast, real-time flight updates, feature in the emotional storyline. Most of the 3 plus minute narrative seamlessly integrates usability of Google into the storyline so very well that one hardly notices them as ‘features’. The concluding shot of the two friends enjoying the rain subtly reinforces the accuracy and relevancy of the Google search results. This campaign is indeed nostalgia revisited, facilitated by family, enabled by Google! Unarguably wins our hearts and minds hands down!  The views expressed here are of the author alone, and do not necessarily reflect the views of Pitch

Lifebuoy’s ‘help a child reach 5’ campaign has been the talk of the town since its ﬁrst digital impression

column INTERVIEW Niraj Dawar

Marketing

Mantras I

n his latest tome â&#x20AC;&#x153;Tiltâ&#x20AC;?, well known marketing strategist Niraj Dawar, Professor at Ivey Business School (Canada and Hong Kong) has proposed the idea of organizations shifting away from a product-centric approach to a customer-centric approach. Niraj speaks to Ankur Gaurav of Pitch about what goes into the making of a successful business, Facebook Marketing and how business costs have shifted downstream among other related issues. Some excerpts: Products which have nothing different to offer sometimes become successful because of the heightened promotion and activation around them. Does this mean Product innovation is losing importance for marketers and consumers?

Facebook is an influencial marketing medium. Marketing directly to a consumer may not be as effective as marketing to their friends 26

Pitch | January 2014

Marketing has gained enough power to create a need for products; product innovation is a means of staying in the competitive game. Companies whose innovations reduce customers’ costs and risks are able to build value that matters to customers, for which customers are willing to pay, and for which they may become loyal. Big Data or more specifically, conversational data on facebook, twitter and other social media channels has the potential to help the brands improvise accordingly before they launch a new campaign / product. What is the best way to use conversational data? Social media data is becoming increasingly important in building an understanding of each customer. It offers great potential for creating what I call customer portraits. However, there is another use of this type of data, and that is to build an understanding of aggregate patterns. This is akin to aerial photography of your customers. There is much unexplored value in the big picture view of aerial photos. Can you help us with a few examples of brands which have visibly utilized this chunk of data in any way? Many brands are trying to sketch consumer portraits from social media posts. What is of interest is not a specific company but what is possible once these portraits have been assembled. Most companies attempt to predict and preempt the next transaction. But as I explain in TILT, this is very often a mug’s game. In many industries, most competitors have equalized predictive power, so they’ll spend the expected marginal return trying to buy the next transaction. Instead, they should examine what is unique about their understanding

Pitch | January 2014

of customers based on their unique perspective on these customers. The question that marketers should strive to answer is -given our big data, what is it that only we know? Facebook has become marketers’ favorite. At the same time, consumers are sick of their personal pages bombarded with promotional messages of brands. The fact is that facebook has transformed from a social networking website to an economical platform for advertising. Will this transformation help Facebook in retaining and increasing its members? According to what I have observed, one of the more promising uses of

ing away from ‘product-centric’ functioning to ‘customer-centric’ functioning for better results. How does it reﬂect the brand sentiments and strategy adopted in the present age? While the companies do acknowledge that only customers drive their brands – and why they’d rather buy from them as opposed to their competitors – they still focus only on the product at hand and not what or how the customers buy. What are the trends which have redeﬁned the businesses today?

Marketing has gained enough power to create a need for products; product innovation is a means of staying in the competitive game Facebook is an inﬂuence marketing medium. Marketing directly to a consumer may not be as eﬀective as marketing to their friends who then mention or recommend the product to the target. What is the future of Facebook marketing? Facebook recognizes that its competitive advantage resides entirely in the willingness of its users to continue to share information over its platform. So it must continually innovate to encourage users to continue posting and sharing. Otherwise the spectre of becoming a MySpace always haunts Facebook. In your new book ‘Tilt’, you tried to lay emphasis on the ‘tilting’ or mov-

I would give it to three things which have completely redeﬁned the businesses. The primary focus of costs has shifted out of the factory to downstream activities such as customer acquisition, customer satisfaction, and customer retention. For example, how a customer is ready to pay a 700 per cent price premium for a can of Coke delivered to him from a tailor-made machine in whatever the circumstances he wants it. It is chilled, it is single serve and it is at the point of thirst, thus moving the concentration away from upstream activities and making one realise that the downstream activities are driving the organisation value, and yet, the organisation continues to focus only on upstream activities.  -ankur.gaurav@exchange4media.com

as ing Gl s k o Lo

10TRENDS that will

define the year 2014

Thro

ug hT

COLUMN

T Ankur Kalra

CEO, Vibgyor Brand Services ankur@vibgyor.in

his is an exciting time to be in the business of experiences. That new and amazing things are happening around the world is proof that more and more brands are getting less and less uptight. They’re opening themselves up to consumers in ways which have never been seen before and suddenly brands are becoming more than just products; they are stories, conversations, happy moments and of course exciting experiences. Coke’s Joe Tripodi endorsed this at the Cannes Festival of Creativity when he said, “We believe there’s a direct line of sight between creativity and performance in the marketplace.” Coke has infact taken this line of thought very seriously and their campaigns in the last year have been testimony to that. Other top brands seem to be echoing it too and suddenly everyone is looking to get from mindshare to market share through superior experiences.

Brands don’t want your money anymore. They’re looking for something far more valuable – your time and attention

Collaborate and co-create: Great experiences are getting inclusive. Something that gets many people involved and working together is bound to attract more interest. The dynamics are simple– more people multiplies the conversation - multi-fold. Crowd-funded campaigns, collaborative art installations, collaboration among artists, co-producing, cocreating – the trend of leaving a bit of you in something big, will be big this season. Why it works: The sum of the parts generally turns out to be spectacular. For each person who participates there are tens of others reached out through him and the ripple effect works brilliantly.

Money for nothing: Brands don’t want your money anymore. They’re looking for something far more valuable – your time and attention. You’ll be surprised to know all that they’ve substituted for currency to get up, close and personal with their consumers. Mars is using tweets to dispense candy from vending machine

Pitch | January 2014

and a local coffee store is rewarding their baristas each time customers tweet about their good service. You can exchange your yawns for coffee, smiles for cookies and digital handshakes for cola. Why it works: There’s no fun in free delights. Spice things up with a little bit of action to make people feel more involved. Ofcourse, the psychological impact of longing for the same coffee each time you yawn can also not be denied.

Getting Personal: Going the Starbucks and Dunkin’ Donuts, way more brands will be trying to make you feel special by personalizing marketing gimmicks. Even though Coke has already introduced bottles with common first names in several countries, the trend is yet to peak. Like hashtags, merchandise will also be exclusive and personalized spawning a culture of wearing your identity on your sleeve – quite literally. Why it works: Just a few days ago I received a personalized hand-written note after a meeting with everything we had discussed jotted down meticulously in pen. I don’t need any more convincing – personal works way better. In search of the big idea It’s back to the basics when brands are looking for a really big way to reach out to their consumers. Opulent sets, fancy promoters and free giveaways might have covered up for the missing big idea in the past but not anymore. This time around, simple and smart works far better and makes good business sense as well. The HUL roti campaign at the Maha Kumbh this year is a good case in point. Why it works: In this economy time and money are precious. Brands can no longer afford to splurge on campaigns that have no heart just to put up a big show.

Life after ‘likes’ The rabid obsession with Facebook likes and friends that dominated most of the year gone seems to be making way for the next big questions – what now! Getting more likes and friends on Facebook can very well be the objective of Face-

Pitch | January 2014

book but can they be the objectives of a brand? Brands can only have real world objectives like increasing sales, getting a larger mindshare, providing better customer service and so on. For this, Facebook communities extending into a few millions need to stand up and be counted as active participants in the real objectives of the brand. It remains to be seen how brands can mobilize and use these communities for getting insights on product experience, developing new products, turning the tide of popular opinion in their favor or getting together as smaller groups and actually driving sales in the real world.

Going the Starbucks and Dunkin’ Donuts, way more brands will be trying to make you feel special by personalizing marketing gimmicks

Why it works: It’s time Facebook investments actually started making actual business sense.

Experience will be the last word Consumers will increasingly rely on experiences to make their final decisions. The e-commerce industry has just woken up to this where all of the online retail portals now promise try-before-you-buy and full exchange and refund options, no questions asked. Consumers are in no mood to part with their money on something new before they’ve tried it first and brands need to devise innovative ways to offer them this trial experience. Why it works: In this economy if brands don’t get creative with their trial offerings they can say goodbye to increasing their market share. The views expressed here are of the author alone, and do not necessarily reflect the views of Pitch

In this economy if brands don’t get creative with their trial offerings they can say goodbye to increasing their market share

COLUMN

The youth needs a digital diet whilst marketers binge on digital Moneka Khurana

Digital Consultant and Trainer

writetomoneka@gmail.com

he youth of today is born and brought up in a digital world and addicted to it. Is it the thrill of being connected 24x7 or the respite from the prying eyes of the society. They are social animals in both the real and virtual worlds. Tweet, poke, hashtag, texting, torrent, tag, BBM - are common words in their vocabulary today . They are connected 24X7 to the wider cosmos of friends. No surprises why MTV calls them digital socialites.The consumption of digital time is so excessive that experts and psychologists are suggesting ways to put them on a digital diet. Interestingly, Youth think collectively and act individually. Consider the two

most happening social media platforms Facebook and Twitter. Facebook is a groupthink platform where the youth hangs out as a gang â&#x20AC;&#x201C; sharing, commenting, poking each other. Twitter an individualistic platform wherein less than 20 per cent of the users actively tweet, while the rest are onlookers and followers. An interesting take on Youth and elections In view of the upcoming Lok Sabha elections in 2014, the voting power has shifted to the 150 million young Indians who will cast their votes for the first time. Hence election outcome depends a lot

Chat/email, social networking and search are dominant activities as depicted below : Media

Total Unique Visitors (000)

Youth (Age 15-24) 23, 575 Services 23,159 Social Media 22,514 Search/navigation 20,793 Portals 19,181 Entertainment 18,134 Multimedia 14,746 Retail 14,083 News/Information 13,476 Technology 12,665 High on Engagement 30

Average Minutes per % Reach Usage Day 100.0 98.2 95.5 88.2 81.4 76.9 62.6 59.7 57.2 53.7 High on Reach

57.3 8.9 24.3 3.3 8.4 11.4 14.0 5.0 4.7 3.7

Average Minutes per Visit 24.4 6.6 13.0 2.1 5.9 9.7 11.5 4.2 4.0 3.3

Media Facebook Linkedin Twitter Zedge.net Orkut Bharat Student Tumbir Blogs Scribd Minglebox Devoamtart.com

Total Unique Average Minutes per Visitors Usage Day (000) 21,011 29.7 2,816 5.1 5.5 1,607 1,548 9.1 5.3 1,127 1,065 1.4 623 5.4 598 5.5 546 2.6 516

3.4

Pitch | January 2014

Whilst the youth in the making (12-18 yrs) has already weaved a complex digital web around it as validated below :

on the young voter crowd. The latest to join the band wagon is the Chief Minister of Odisha, Naveen Patnaik who is set to woo young voters – 40% of the total electorate 6 key lessons for marketers today, youth being 75% of the overall internet population

Brands will have to adopt the policy of “Don’t wait to be perfect, just start” and be “flawsome”. Real time social analytics further enable great content, drive engagement and make on-the-fly decisions around trending topics. To ensure the youth feels involved and aspires to be a part of your brand world the following are 6 lessons for marketers :

Pitch | January 2014

1 Time to flash facebook urls versus website addresses Indian youth are heavy Social media users. On a daily basis the youth spend on an average of 24.3 minutes on social media – Hence companies are promoting their facebook urls versus website address to make themselves accessible where the youth is spending most of his time. 2 Time for e-tailers to go 24*7 with the nocturnal youth and maximise sales The youth today is connected 24*7 . They are availing special night schemes for data cards etc to have it easy on the pocket. Etailers recognize it as one of the peak slots and are launching special night offers, midnight sale encouraging them to shop till they drop literally.Eg : Freecultr/Flipkart.

•

Mobiles emerge the principal device for students

•

Laptops surge ahead with one in two kids having a laptop at home

•

Tablets emerge as an aspiration device for children

•

Social life is clearly lived online by this generation

•

One in four uses smart phone to connect online

•

One in four are online for 60+ min; 50% spend 30+ minutes.

•

E-com is youth India’s new mall. Four in ten are shopping online for books, movies or music.

•

New careers like Retail, Tourism, Media are attracting students

•

They are using the web to research, chat/connect/blog, listen to music, download movies

•

Email is now a thing of the Past. Its a WhatsApp world.

Brands will have to adopt the policy of “Don’t wait to be perfect, just start” and be “flawsome” 31

COLUMN 3 Co-create/crowdsource campaign ideas, logos, product development The enthused youth is bubbling with creativity and energy. Marketers appetite to harness the same needs to grow. Coke ran a massive campaign to crowdsource its TVC whilst Lays cocreated a new flavour of chips with its facebook fans. Sprite crowdsourced content for Teen till I die encouraging users to participate and become the stars of college fests.

4 Customers will write content for you - User Generated Content (UGC) The youth want to participate, share and contribute Marketers who channelize it effectively will not only engage the youth but improve virality, shareability and stickiness of its destination. L’Oreal Paris India launched the ‘Stay Rooted’ UGC campaign . Consumers were encouraged to take the time out to thank and appreciate the people, things and places that have influenced them in their past .The best messages were customised into a cover photo The mantra of content everywhere and anywhere, on any device has made it necessary for marketers to shift both strategy and focus to keep up .

5 Gamification & engagement Gamification has become a critical way to engage and drive brand messaging with the youth. Portico promoted its new youth collection of contemporary and bold designs in the bed and bath furnishings category launched a virtual pillow fight on Facebook called ‘The Great Indian Pillow Fight’. Whilst Bournvita empowered viewers to play the Bournvita quiz contest through a mobile app and publishing the score on facebook. Contests and tagging friends on Twitter involved user participation and inculcating the spirit of quizzing.

6 Youth relate to Action oriented communication Digital campaigns need to accompany strong call outs which attracts and involves the youth. A class example being ‘I Lead India’ initiative which seeks to mobilise young people in the 18-24 age group and make them agents of change or the ‘Youth Brigade’ working at the grass-root level to solve the most critical issue in their city.

So lets gear up to binge on digital whilst the youth continue to struggle with a digital diet regime.  The views expressed here are of the author alone, and do not necessarily reflect the views of Pitch

Gamification has become a critical way to engage and drive brand messaging with the youth

Sources : TCS youth survey http://www.tcs.com/news_ events/press_releases/Pages/ Digital-divide-closes-studentsowning-smart-phones.aspx MTV insights MTVplay.in Comscore India Mckinsey research http://www.mckinsey.com/ Search.aspx?q=digital%20 youth&l=Insights%20 %26%20Publications Quora Lighthouse insights http://lighthouseinsights. in/31-interesting-indian-socialmedia-campaigns-of-quarter-3-2013.html www.digitalmarketasia.com http://www.indiadigitalreview. com/article/real-time-marketing-india

Pitch | January 2014

COVER STORY

Marketing emerged as the match winner in a year when businesses fought hard to post a double digit growth. You can sell well if your strategies hit the right cord with the consumers. As Pitch steps into its new decade, the first edition of 2014 brings back the Top Ten strategies in Ten different categories adopted by marketers in 2013 and how it changed the game for them and also looks ahead at predictions for 2014. Pitch | January 2014

COVER STORY

By Ankur Gaurav

he year 2013 has been a mixed bag and not necessarily a great year for marketers. Products and innovation continued at their own pace but the slowing economy propelled marketing to drive the growth in most sectors. The past year has seen consumers become more wary and critical about money spent. Marketers have proved time and again that their role is not limited to marketing a product but can extend to creating a need for a product or service. What were the key takeaways from the year 2013? What can marketers and brand managers learn from the year gone by? The key learnings from 2013 will pave the way for success in the coming year. Marketers from across categories spoke about what would drive the industry in 2014. Pitch Presents Top Ten Predictions for 2014 from 10 leading marketers of India. ď Ž

Jyotsna Makkar Chief Marketing Officer at Microsoft India Marketers will accelerate investment behind Content Marketing, driving sharper targeting and customized content, but also expecting higher ROI through lead generation and CRM. Trends will shift from campaign marketing to content marketing and 2013 has shown glimpses of widely appreciated content marketing examples across the globe.

Pitch | January 2014

Harneet Singh Rajpal VP – Marketing, Domino’s Pizza India 2014 is going to be the year of Innovative Marketing, agnostic of the media vehicle or consumer touch point. The era of formula driven marketing is at its fag end and a concoction of Social, Digital, Traditional, and Mobile is going to change the marketing practice for good. Brand custodians have to think beyond the usual to engage the consumers and keep the brand in contention. Those who remain stuck in the ordinary will have a tough time. This would mean that all agency partners for brands whether they are creative, media, PR or digital agency, have to evolve their thinking to be in unison with brand custodians

Ajit Joshi MD & CEO, Infiniti Retail Limited Indian consumers are known to make emotional purchases. Brands which hit the right emotional chord not only succeed in improving sales but also in building an association with consumers. I believe ‘Engagement’ is the key strategy one must look at in 2014. We learn from the customers and engagement and interaction with customers will drive marketing in all areas including digital, experiential and videos.

Kishore Thota Head of Marketing, Amazon India Indian e-commerce is still at a nascent stage with huge potential to innovate and provide better customer experiences. With Internet and Mobile penetration growing rapidly, more and more customers in India are opting to shop online and via their mobiles because of ease and convenience. In 2014, the marketing strategies for e-commerce companies will increasingly be tailored to suit the rising adoption of smart phones, social media and improving customer experience across touch points and platforms. We will need to continuously engage in a dialogue with our customers, be it sharing information or listening to them across multiple dimensions.

Pitch | January 2014

COVER STORY Rahul Razdan President, 10c India 2014 is all about Gaming and recreating the quality of content. Gaming is my take for 2014. We have already seen movies like Dhoom 3, Krrish 3 and Chennai Express making huge profits, beyond expectations. Gaming is always fun and the top applications downloaded on IOS and android are always games. Games give an added advantage in recreating the quality of conversations among customers and also between brands and customers. Games are going to be a part of most marketersâ&#x20AC;&#x2122; strategy.

Avinash Pant Marketing Head, Nike India 2014 will see more focused marketing strategies. By focused I mean personalization of services and products will emerge as the new trend in the Indian market. The era of mass communication seems to be fading away, though it will be very much the core of marketing but a parallel strategy which will prove to be more effective, will be personalization.

Gautam Dutta COO, PVR Ltd For me, marketing strategies that utilize electronic media or print or digital in isolation might not give the results even if they are perfect in their own ways. The year 2014 will see integrated marketing coming into the forefront. Strategies which can weave the presence in digital, print and electronic media will become more popular, more viral and will have stronger consumer recall for a longer period of time.

Pitch | January 2014

Kirthiga Reddy Head-Facebook India The future of brand building is in targeted reach. Marketers have to think about using mobile effectively for reach. Fans are valuable, and studies show how they have greater loyalty and purchase more than non-fans. But they are a very small percentage of your total target audience. So while it’s important to think about them, brands shouldn’t forget the majority when they’re thinking of their marketing strategy. Mobile is what brings the entire India on one platform and at the same time also gives an opportunity for a one on one conversation between brands and the customer.

Sandeep Aurora Director – Channel Sales (South Asia), Intel Technology India Pvt. Ltd. The Indian market has a lot to offer and I can see most marketers working towards deeper penetration in the Indian market. The world has just seen the potential of the Indian market from the surface. Markets in tier2 and tier 3 cities including rural India remain untapped. Brands which are looking to grow will have to shift their focus from emerged India to emerging India which will result in the growth numbers we all are looking for.

Anupama Ahluwalia Vice President, Marketing, India And South West Asia, The Coca-Cola Company The industry will look forward to Further de-seasonalization of the soft drink industry. Round the year communication, on ground activation, consumer promotions etc will help the soft drinks business flatten the seasonality curve. Per capita consumption will inch towards 20, which is still very low as compared to the global average of 94. In order to attain this, More value for the consumer through wider pack choices at different price points will be out strategy. We have already introduced the 400 ml and 750 ml packs in addition to all the packs that have already been there in the marketplace. -ankur.gaurav@exchange4media.com

Pitch | January 2014

COVER STORY

By Ankur Gaurav

he year 2013 was not a joy ride for marketers. The economic slowdown simply meant that each and every penny spent towards marketing had to be scrutinized and directed towards generating returns. Engagement with target consumers became the effective channel for marketing and creating real experiences assumed importance for marketers. While television continued to be the most significant medium for marketers, increasing competition from digital and experiential platforms forced the brands and media agencies to experiment with content. TV is no more the only screen available today. Ads which have no differentiating element are most likely to be given the miss. As a result, the year 2013 saw more eye-popping and attention-grabbing advertising which went way beyond product descriptions. According to Abraham Koshy, former Professor of Marketing at IIM Ahmedabad, “Television advertising is going to become

much more challenging and only the ads which are relevant and differentiated from others will be successful.” The colourful and musical hit TVC of Tata Nano played a major role in changing the image of the car from being a poor man’s vehicle to one which was meant for the youth of India. Tanishq’s celebrated ad about remarriage was a huge hit and widely appreciated for its clutter-breaking choice of concept. It was catchy with an element of suspense and the ‘wow’ factor which worked well for an aspirational brand. Brands have also integrated electronic media campaigns with digital media campaigns which resulted in both the mediums complementing each other. Google’s ad about reunion was launched on the digital medium and went on air simultaneously. The year 2014 will be even more challenging for ad agencies as digital will continue to reign supreme and the quest for

eye-balls will only become more intense. ‘Smart and Small’ is the way forward for those trying to get noticed in the highly competitive television commercial space. Pitch presents the Top Ten TVCs of 2013 based on the opinions of Pitch’s editorial Team, Anand Halve, Brand expert, chlorophyll Marketing expert Abraham Koshy and rated by Brand Guru Jagdeep Kapoor. 

R A T E D B Y

Jagdeep Kapoor Brand Guru

Pitch | January 2014

1 India Wants to Know Creative Agency: Happy Creative Services As the largest online shopping destination in India, Flipkart has managed to build the confidence of a large number of Indians to shop online. However, this is still very small compared to the number of Indians active online. Most of them are still reluctant to complete the transaction online. Hence this campaign was a continuation of their efforts to encourage e-commerce by talking about benefits like large selection, competitive pricing and customerfriendly policies. Flipkart filled the need for an entertaining format that made the country sit up and notice.

3 Emotional reunion Creative Agency: Ogilvy & Mather

2 Crazy for happiness Creative Agency: McCann Erickson The jingle ‘Haan mein crazy hoon’ is something that was sticky and hummable. A sweet and simple jingle spreading sheer happiness and kindness in life again made Coke connect with people. Through the film, Coca-Cola is looking to inspire individuals to engage in acts of genuine goodness. Anupama Ahluwalia, Vice President, Marketing, Coca-Cola India and South West Asia, said,” In today’s world, we have become insulated and self-focused. The ‘I’ tends to stop caring for the ‘we’. Being kind to a stranger is often considered crazy. When you do something good for others, happiness is inevitably the end result. Therefore, be a little crazy and open happiness.”

Pitch | January 2014

The task Google had was to bring Google Search closer to Indians. Indians are familiar with brand Google and anything routine wouldn’t have registered as a campaign in the minds of the viewers. They did it big and created several conversations. Google wanted to show how magical ‘search’ can be. Along with showcasing the different uses of Google, the campaign also showed how the younger generation is computer savvy and the older generation might find it difficult to understand technology.

COVER STORY

Rakshabandhan

Remarriage Creative Agency: Lowe Lintas & Partners As Tata’s Tanishq, an aspirational jewellery brand launched their latest TVC, critics applauded the brand and Gauri Shinde of “English Vinglish” fame for coming up with a path breaking advertisement. The subject of remarriage has touched a chord with the audiences and critics alike, creating a relationship between the brand and the consumer. According to Head of Marketing for Tanishq, DeepikaTewari, “The TVC targets both generations in India, parents as well as the youngsters. Being an Indian jewellery brand, parents and the bride, both are our target and with this treatment both generations can relate to it.”

Creative Agency: Lowe Lintas & Partners One associates the festival of Rakshabandhan with a sister tying rakhi on her brother’s wrist and the brother making a promise to protect her. Idea gave the idea a spin. The police work very hard for safeguarding the citizens. Idea played around the relationship between the police and the public. The story was developed where a young girl loses her way in the city and approaches a policeman for help. She then decides to tie a rakhi on his wrist as a gesture of gratitude for the service provided. What an idea!

The grand new Lingo!

Creative Agency: Innocean Worldwide The brand strongly felt that to be successful in a sluggish market, the communication had to be path-breaking with a purpose. The purpose here was to make the prospects sit-up and take notice of the new value Hyundai Grand brings to the table in the mid to high compact segment. Vivek Srivastava, JMD, Innocean Worldwide India, said, “The strategic idea behind the Hyundai Grand was to capitalise on its new design language and the features. The creative interpretation arrived at by the team intended to talk about all this in a new language form. As an over the top and eye catching way of stating this idea, it was thought of by the creative team to use animals in the film to put across this point.”

Pitch | January 2014

Colours of Holi

Creative Agency: Ogilvy & Mather The idea to present the State of Madhya Pradesh through beautiful, vivid colours leapt out while exploring MP. Set against the festival of Holi, the ad shows tourists being welcomed by young locals with a splash of the traditional coloured powder and water. As the colours reach the tourists, they morph into the key tourist attractions of Madhya Pradesh - Kanha’s tigers, Khajuraho’s famous sculptures, Mandu’s Jahaz Mahal, Sanchi Stupa and Ujjain’s Mahakal Aarti - in slow motion. The intent is to convey that Madhya Pradesh has several tourist attractions, thanks to its wild life, culture and heritage.

Creative Agency: Publicis South Asia Bobby Pawar, director and chief creative officer, Publicis South Asia, says, “For years we’ve sold the feminine idea of hair care. Our idea was to create a male counter-part to that, one that gives a beery twist to typical hair care communication. We tried to capture the same as an outcry ‘Cheers to man hair’. All the elements of the campaign were a celebration of that thought. The TVC is centred on a man who is ridiculously manly, making a ‘well-reasoned’ case for all men to shampoo like a man. The print ads, do more of the same, but in a more functional manner, while the digital creates engagement around the idea.”

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Open up. Don’t hold back

Creative Agency: Draftfcb-Ulka The film captures an endearing and somewhat quirky montage of kids dancing in their bloomers to a popular Bollywood song (Dhinka Chika) completely carefree and with gay abandon. The TVC uses children as lead protagonists as they are not bound by inhibitions and they let loose their emotions without worrying about consequences. The campaign idea is derived from a core human insight that people tend to hold back or hesitate in saying what they really feel and this burden of unshared emotions can create regrets that last a lifetime. The idea focuses on encouraging meaningful conversations rather than just connections. The sheer joy or relief of the speaker and the magic that ensues is how the idea of “Open Up” was born.”

Pitch | January 2014

Cheers to Man Hair

Awesomeness Creative Agency: Rediffusion Y&R Ratan Tata’s aspirational venture Nano, finally created a new niche for itself, managing to move away from tags like “the people’s car” and the “world’s cheapest car”. It is now positioned as the smart car for young achievers. The new ad campaign celebrates this awesome spirit of the Nano of living life on your own terms. The colourful world of Nano and the people in this world who share the brand’s unique attitude have been projected. In the new communication, young achievers from different genres, who have made a mark in their chosen field, celebrating ‘Awesomeness’ have been showcased. Compiled by Gunjan Verma & Ankur Gaurav -ankur.gaurav@exchange4media.com gunjan.verma@exchange4media.com

COVER STORY COVER STORY

By Ankur Gaurav

he recall value of a brand is what marketers are looking to enhance and product placement in popular content for mass consumption is considered one of the best means to do so. Product placements in films have gained prominence in India over the years with marketers looking at ways to integrate the brand in the film through a variety of innovative ways. Film critic Rajyasree Sen says it works better than traditional methods of advertising, “The world of cinema provides advertisers with the perfect platform to reach audiences and is far more effective than straight advertising.” But this works best when embedded very subtly in the movie. Sen explains that the key to this is picking up the most suitable film, placing the product as a part of the story, and not making it look like an obvious advertisement. Mere Dad ki Maruti was definitely a big step forward for product placement in movies. The total production and marketing cost of this film was Rs 10 crore and

80 per cent of it was covered through infilm advertising and satellite rights. The business generated at the box office was the profit of the production house. Ashish Patil, Business and Creative Head, Yashraj Films, said, “It is for the first time that in-film branding led to the name of the advertiser being included in the title.” Gaurav Srivastav, Founder, In-Film Placement Evaluation Matrix or IFPE said, “Mere Dad ki Maruti, was the perfect example of careful marketing where each penny was wisely invested and returns were more than expected,” Speaking about other strategic and successful in-film placements Srivastav mentioned the placement of Make My trip in Yeh Jawani Hai Deewani, another example that helped people connect with the brand’s functionality through the story. Nokia’s placement of Lumia 920 in Chennai Express was another clever placement. The phone was thrown off the train but remained intact, and SRK spent around

a minute explaining the features of his new phone. This was more than just a placement as it bombarded the audience with information about the product. The Top Ten In-Film Placements below are based on opinions from Ashish Patil,(Business and Creative Head, Yashraj Films), Deep Kalra (Founder and CEO, Makemytrip.com), Film Critic Rajyasree Sen, Pitch Editorial Team and rated by Gaurav Srivastav, Founder of IFPE. 

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Gaurav Srivastav Founder, In-Film Placement Evaluation Matrix

Pitch | January 2014

Mere Dad ki Maruti

udi cars in Race 2 were another example of great brand integration within the content. Actor Deepika Padukone was heard saying, “Audi was the seventh and one of the most important characters in the movie.” Brand Director of Audi, Michael Perschke said, “It was helpful for both parties, the brand as well as the film.”

Pitch | January 2014

aruti did not advertise for Ertiga through the traditional way. The only method adopted by the brand was placement in the film “Mere Dad Ki Maruti”. The results were evident as Ertiga saw a 30 per cent spike in test drives and enquiries. This might not have broken records at the box office but the brand became the lead character in the movie.

Audi in Race 2

Make My Trip in Yeh Jawani Hai Deewani

ake My Trip chose an appropriate film. It was a wise choice as the brand was woven into the fabric of the film. It became the travel website of choice for the lead characters. Founder and CEO of Makemytrip.com, Deep

Kalra said, “The movie was a perfect fitment for us as it celebrates travel, fun and friendships. MakeMyTrip is known for making all aspects of Travel easy and fun. Our new product - Last Minute Hotel Deals - offers the convenience of great deals for same-day check-ins to impulsetravelers like Bunny, the character played by Ranbir in the movie. “

COVER STORY

Nokia Lumia 920 in Chennai Express

ho better than Shah Rukh Khan to salvage Nokia in times of crisis? When Nokia desperately needed a push, it chose the much talked about film of the year “Chennai Express” and made the lead actor explain the features of Nokia Lumia 920. The movie was a smash hit and Nokia Lumia was noticed. According to Srivastav, “It is in Top Ten because it was a much needed push for the brand which resulted in giving back the returns.”

Mountain Dew in Dhoom 3

ountain Dew’s effort was noticed as it popped up at the right time during Dhoom 3. Though it was BMW which shared the maximum screen space with the stars, Dew is ranked better than BMW bikes only because the beverage brand could reap the benefits more than the premium motorcycle brand in the Indian market.

Amul in Bhaag Milkha Bhag

mul’s evergreen strategy to promote the brand and not focus on just the products continued in Bhaag Milkha Bhaag. It was not a very popularly known fact that Milk played a crucial role in Milkha Singh’s success story. Amul capitalized on Milkha’s winning moment when he is rewarded with a glass of milk. The brand integrated its electronic media strategy with this association and also launched a TVC.

Fed Ex in Yeh Jawani Hai Deewani

he Great Indian wedding cannot be complete without the culture of gifting. The courier company Fed Ex wisely targeted the booming gifting and wedding industry with the major hit of the year.

7 Pitch | January 2014

BMW in Dhoom 3

Coca-Cola in Shudh Desi Romance

hen a bride does not become a wife, she wants a “thanda”. It does not stand out as the most intelligent timing for a placement, but works for the brand. During an intense and emotional moment, Coca-cola appears to pacify the bride whose groom has abandoned her.

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Pitch | January 2014

ost likely, BMW can auction the bikes modelled for Dhoom 3 for a few millions in the coming years . BMW’s intention of showcasing their Bikes in Dhoom 3 may not fetch quick returns but building aspirations around it may impact the four wheeler sales of the luxury auto maker. The placement was more important for the characters in the movie than being of much help to BMW bikes in India.

Bournvita in Krrish 3

ournvita’s association with Krrish 3 speaks more about the peripheral benefits of in-film placements. Bournvita was placed in the film right from the first film of the Krrish franchise, “Koi Mil Gaya”. Manjari Upadhye, Vice President, Cocoa Beverages, Cadbury India said, “Krrish symbolizes strength and fitness, which he attributes to drinking Bournvita every day. We believe that there is a superhero in

every child, who can be brought out by inculcating good habits and a healthy lifestyle from childhood.” This year Cadbury looked to engage audiences with the lead actor Hrithik Roshan. Cadbury linked its marketing strategy to sales by encouraging consumers to buy a jar of Bournvita with the “Krrish seal” between October 16 and November 7 and to SMS the product code on the pack to a certain number. Over 8000 entries were collected during the contest, of which, 20 winners were selected to join Hrithik on the chartered flight, along with one parent.

COVER STORY

By Ankur Gaurav

teve Jobs once said, “Innovation distinguishes between a leader and a follower.” Those that innovate and lead become trendsetters. They keep themselves ahead of time, ahead of people’s demands and believe in creating the need. They introduce and others try to replicate. Both make business the difference being that the followers merely meet demands while the leader creates demands. The year 2013 was highly competitive, with the economy showing no signs of a revival and consumer sentiments hitting an all-time low. However, the trendsetters did what they had to. Fastrack’s craze among youth ramped up as they continued to fill the gaps in the fashion quotient of Indian Youth. Google’s

eye glass is already a hit even before it has hit Indian soil. Iphone 5S continued to remain the most aspirational smartphone. Kartik Sharma who was recently appointed the new MD of Maxus South Asia rated the Top Ten Trendsetter Brands for 2013.

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“Innovation distinguishes between a leader and a follower.” - Steve Jobs

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Kartik Sharma MD, Maxus South Asia

Pitch | January 2014

Apple Inc Apple’s magnetism continues to remain an inspiration for many brands and customers. In 2013, Apple introduced iphone 5S and there were many more following the trend of striking gold just the way Apple did. Gold colored HTC One is just one example which followed the trend set by Apple. Apple continues to remain the most valuable brand around the world with a market cap of $416.62.

Google Web Analytics is like gold mining and Google Analytics has decoded this mine of data in the most appropriate way. Be it Google trends, Gmail, Youtube or Google’s upcoming Google Glass, the brand is always a step ahead of our imagination. Gmail adapts to our needs, users hardly notice, but their clicks, their preferences are closely followed to draw a pattern which is used by the search engine to give us more personalized services. The Google Glass hopes to become a trendsetter for all other glasses and phone manufacturers to follow in the coming years. The term “Google” has become synonymous with “search”.

Titan Fast Track A brand which has all the colors, all that a youth needs and all that suits the trending fashion, Titan’s Fast Track has taken fashion to another a level where wallets, sunglasses, belts, watches, bags define youth’s fashion statement as much as apparel would do once upon a time. The brand has a sharp focus on the college crowd and has maintained its image of being a ‘Cool’ brand.

Pitch | January 2014

Cadbury Dairy Milk The biggest success story of Cadbury, Dairy Milk has kept the tempo high ever since the crazy girl entered the cricket stadium and celebrated by eating Dairy Milk. Chocolate now means Dairy Milk, and Cadbury has actually become successful in retaining that image. Cadbury’s ‘Celebrations’ has completely changed the market of sweets especially during Diwali.

COVER STORY

Flipkart A brand which started with an investment of 4 lakh rupees and by selling books online, Flipkart spearheads the e-commerce business in India and has become a $100 billion company in five years. Their model might have been similar to that of Amazon but the execution, campaigns and services set this brand way ahead of its counter parts. Flipkart’s campaigns keep buzzing throughout the year and its expectations of becoming the first billion dollar e-commerce Company by 2015 seems very likely to come true.

Colors The television entertainment industry was dominated by Colors, especially due to “Comedy Nights with Kapil” and the Anil Kapoor Starrer “24”. The success of colors is because it offers variety and does not allow its image to be boxed into one corner. The success of Big Boss seventh season, Comedy Nights with Kapil and 24 took it ahead of its rival channels Star Plus and Zee which tried but could not match up to what Colors had to offer.

Ford The year 2013 will not be remembered well by Car makers due to the dismal state the industry is in but despite the odds Ford’s Ecosport managed to make a mark and won the customer’s trust.. With a very judicious advertising spend, Ford had a fantastic response which translated into 30,000 bookings within three weeks of its launch. This is a record in the Indian Auto Industry’s history.

Kalyan Jewellers They roped in Amitabh Bachchan and Aishwarya Rai Bachahan, expanded aggressively and changed the format of jeweler retailing by opening grand jewellery outlets. By undertaking all this, Kalyan Jewellers kept itself ahead of the race. It lined up an investment of Rs 1000 Crore for their expansion in India and abroad including the UAE.

Pitch | January 2014

Zara Indian fashion industry is highly competitive but what it has given rise to is designs that are similar and boredom. Every second person wears the same track pants or trousers or shirts . Spanish brand Zara on the other hand, has distinguished itself from others with its frequently refreshed designs and a continuous inflow of stock. The efficient in-store staff and a strong feedback mechanism have resulted in retaining this fresh appeal. Zara posed a growth of 56 per cent in 2013 and an annual turnover of INR 405 Crore, from just nine stores in the country.

10 MTV Accessories MTV and their connection with youth is not limited to the music channel. The brand has entered the lifestyle of Indian youth with its accessories, connecting the brand and the consumers in the personal space. MTV has come very far from being known as just a music channel and their ear cuffs, nose and belly button rings or dainty neckpieces have redefined the image of MTV as a youth brand.

-ankur.gaurav@exchange4media.com

Pitch | January 2014

COVER STORY

By Ankur Gaurav

acebook has emerged as the new marketing medium for brands in 2013. A platform where each brand’s presence has become mandatory in the age of social media, Facebook has helped brands interact with their customers in the most personal manner. Kirthiga reddy, Head Facebook India said, “Brands need to realise that Facebook is not social media, but mass media. What you get is prime time, all the time. With the kind of reach and presence we have on mobile, marketers should be thinking of Facebook as the first platform to get their word out for any of their marketing objectives, whether it’s awareness, consideration, purchase, loyalty, etc. They no longer have to depend on prime-time channels to reach large scale audiences. “ In 2013, among the brands which utilized facebook most judiciously was Coca-Cola. Just before launching Coke Studio’s third season, Coca-Cola started

spreading the word. Facebook’s ability to make things go viral came into play as the news and videos reached 17 million people within a span of a single day. Facebook could achieve what other mass communication mediums could not. E-commerce websites like yebhi.com & myntra get approximately one fourth of their business from Facebook alone. Moreover, brands from categories like insurance and banking, which struggled to get customers have now started making fans on Facebook. ICICI Bank was appreciated by the jury of the Pitch Youth Marketing Awards for being a social bank. It won’t comes as a surprise if Facebook marketing becomes the marketers’ favourite. Be it evaluation of ROI, analysis of conversations, engagement of audiences, integration of electronic media campaigns or independently running a campaign on facebook, its versatility has proved handy for marketers.

Pitch Presents the Top Ten facebook marketing strategies used by brands in the year 2013 based on the opinions of Agnello Dias, Chairman and Co-Founder of Taproot India, Dalveer Singh Head - Experiential Marketing, Asia. Pacific, Dialogue Factory, Pitch’s Editorial Team and rated by Madhavan N, Tech Columnist and Senior Editor. 

R A T E D B Y

Madhavan N

Tech Columnist and Senior Editor

Pitch | January 2014

ICICI Bank

Hockey India League

Facebook is responsible for giving ICICI a new lease of life and changing it from a traditional brand that bored people to one that could successfully engage customers. Icici Bank focused on two aspects : Content and creativity. By making content buckets such as currency trivia, participative customer education and finance in everyday life; and enhancing posts with great images, they set out to engage the Indian youth on Facebook. In addition to this, it made the Facebook experience truly worth it through innovations like launching the world’s first Facebook banking application. It created excitement for an audience that didn’t care about fixed deposits or interest rates. The numbers generated by ICICI’s campaign amounted to 2 million fans on Facebook.

This is a story of how a forgotten sport with a shoestring budget took on a giant with unlimited budgets. It is about the launch of Hero Hockey India League (HHIL) on social media and how it beat a league 20 times its size making it the most engaging sports league in the world. Since their destination was Facebook, the activity was best measured by FB’s engagement metrics. The global standards for the same are Facebook engagement rate (ER) and People Talking About This (PTAT). The technical calculation reveals that HIL has become the most engaged sports league in the world.

Coke Studio They launched Coke Studio Season 3, and used Facebook in order to get the word out . On one single day, they reached over 17 million people, which is a much wider reach than achieved through other conventional platforms. They had 1.4 million video views . Their goal was to raise awareness around the signature property launch, and the success of the programme shows the impact of the advertising.

Pitch | January 2014

COVER STORY

Reebok Reebok India launched its first-ever brand campaign for the studio collection/ category with actress, fitness enthusiast and its women’s fitness ambassador Nargis Fakhri. Key elements of the Studio campaign included the Best Fitness Friend (BFF) digital campaign. As a part of this engagement platform, every consumer who registered online received a daily morning wakeup call from Nargis, who then helped them plan their daily workout, diets and much more – promising her support every step of the way.

Amazon & Coke Sachin Tendulkar, who is Happiness Ambassador for Coca-Cola and official Campaign Ambassador for Support My School – an initiative to provide basic amenities for schools in rural and semi-urban India – had partnered with Coca-Cola to promote the Sachin 100 Coke Can Set. As a special gesture, Sachin Tendulkar reached out to his fans through his Facebook Page about this fundraising drive and also personally signed a Certificate of Authenticity for the Sachin 100 Coke Can Limited Edition Set.

Dominoz Domino’s Facebook drove 542,000 users to Domino’s ordering sites on Dec. 8, 2011, celebrating the brand’s 51st birthday with half-price pizzas worldwide. The Buyone- get- one free offer on Wednesday has taken the graph ahead in terms of sales and this has widely happened due to their aggressive facebook marketing strategy which updates the users every Wednesday. This campaign was followed up aggressively in India in 2013 and has given the brand a big boost.

Pitch | January 2014

Mentos Their objective was to create buzz and engagement on digital, without letting go of the brand’s essence. Mentos pioneered the idea of “Fresh thinking”. The campaign began with a teaser on social platforms, 3 days prior to breakout across the other media vehicles. Facebook spearheaded the digital campaign as the FB fanbase increased from 0.64 million to 1.03 million during the span of the campaign.

Oreo

CEAT MTV Chase the monsoon

MTV’s “Chase the Monsoon” road trip campaign was born on facebook. A pre-launch buzz was created which sustained the interest while the show went on air. The campaign garnered over 225000 Likes.

The Daily Twist campaign celebrated the 100th anniversary of the Oreo cookie with 100 ads in 100 days. Each day, Oreo’s agency teams would turn a current event into an ad featuring the cookies. In the 100 days, Daily Twist gained over 1.3 million Facebook interactions — Likes, Comments and Shares.

Yebhi Yebhi is the perfect example where an e-commerce brand has utilized facebook to increase their sales. According to Nikhil Rungta, Chief Business Officer, yebhi.com, “ Facebook drives 20-25 per cent of our sales and the log out page advertisement on Facebook has especially boosted the sales,” he said.

Pitch | January 2014

COVER STORY

By Ankur Gaurav

rand extensions can become game changers for the parent brand, provided they are well thought out and strategic. While it is about entering a new market, competing with the existing players, the successful examples have one common characteristic, integrating the existing brand experience with the extended product portfolio. Mc Café was launched in India in 2013 as an addition to the Coffee market. Mc Donald’s have pioneered the quick service format and the launch of a café next door could not have gone wrong. With an average footfall of 3500 people a day, Mc Café is more like a baby born with a silver spoon. Speaking about the successful brand extensions of 2013, Ajit Joshi, CEO & MD, Infinity Retail Pvt Ltd said, “Brand extensions often become necessary to remind the customer that you exist. Brands usually gather the requisites of customers, expecta-

tions from their brand and device an extension plan accordingly.” He also mentioned that brand extensions often work and are a tried and tested plan but can misfire too at times. He said, “With a new product in the market, the parent brand gets directly associated with it. While the success of the newbie might not have much of an impact on the sales of the parent brand, it can have an adverse effect in case the new brand fails to deliver.” Titan Skinn Perfumes has suitably positioned itself in the Titan House of Jewelry, watches, leather products and eye wear. Dove which is known to have changed the definition of soap, has hit the right chord by launching Elixir which will cater to the hair oil market. Woodland’s plan for 2014 is to emerge as India’s first adventure gear brand, one stop shop for all the adventure lovers as they have planned 50,000 square feet store format and launching skincare and adven-

ture equipments was indeed their first step towards redefining the brand’s image. Pitch presents Top Ten Brand Extensions of 2013 based on the opinions of Bhaskar Bhat - Managing Director, Titan Company Limited, Nadia Chauhan - Joint Managing Director and Chief Marketing Officer, Parle Agro, Pitch Editorial Team and rated by Ajit Joshi. 

R A T E D B Y

Ajit Joshi

CEO & MD, Infinity Retail Pvt Ltd

Pitch | January 2014

1 Titan SKINN Perfumes Titan Company Limited widened its footprint in the personal lifestyle segment with the launch of the SKINN Titan range of fine fragrances. The selection of six scintillating perfumes bears the hallmark of Titan, with the assurance of the TATA group. Bhaskar Bhat, Managing Director, Titan Company Limited said, “Being a leader in watches, jewelry and eyewear, Titan Company Limited is constantly evolving to suit the needs of its customers and provide them with world-class products at great prices. It was time for us to widen our footprint in the personal lifestyle categories that are currently unorganized, underserved and under penetrated.”

2 Parle Café Cuba Parle Agro has re-entered the carbonated fizz drinks market with the launch of Café Cuba, a fizzy drink with a coffee flavor. The launch of new categories has become a trend and helps invigorate a jaded brand. “With café Cuba, this new category will not only strengthen our market share but also increase the carbonated beverage market pie, leading to more flavor options for consumers,” says Chauhan.

Pitch | January 2014

3 McCafe At the time Starbucks was busy extending its presence in the Indian market, Mc Café declared war! Just as India was settling into the idea of drinking coffee as a preferred beverage, McDonald’s Mc Café brought a little sigh of relief to the pockets of coffee lovers. Mc Donald’s hopes to leverage the growing coffee-cafe market, estimated to be about R2,000 crore, “It also aims at establishing Mc Donald’s as a coffee destination,” says Vice-Chairman, WestLife Developement, Amit Jatia.

COVER STORY

Park Avenue Beer Shampoo

According to a research, men feel that 50 per cent of the impression they make is because of the way their hair is groomed and it can make or break oneâ&#x20AC;&#x2122;s overall appearance. Thus, the beer shampoo was launched to keep pace with the fast evolving man. Park Avenue Beer Shampoo has created a path-breaking category in the hair care segment by launching the first-ever shampoo for men in India. This is primarily because of the main ingredient Beer - which is associated with fun, and offers a shiny, smooth and bouncy feel to the hair.

Dove Elixir

Dove entered the hair-oil category with its Elixir - the precious hair oil with real ingredients that provides the power of overnight oiling in just 30 minutes. Dove broke the clutter in the hair shampoo category and to maintain the leading position, it did not lose the chance to become the ultimate companion of a womanâ&#x20AC;&#x2122;s tresses. The launch of Elixir has raised the bars of the hair-oil category as a whole and has made Dove one of the most dependable brands as far as hair-care is concerned.

5 MTV Helmets Auto accessory firm Steelbird along with MTV introduced an incredible line up of helmets. The main reason is to promote the importance of safe riding. For those who are keen on Steelbird products it is offered in many Pan India retail outlets. The quality of bike designs have improved and have become more colorful, sporty and vibrant, hence people now desire matching helmets to match their bike colors.

7 Woodland Skincare and Equipments

After tapping the market for outdoor adventure activities almost completely, Wooland is now planning to invest in the product category of outdoor equipments. This will complete the catalogue for Woodland and its customers. Gradually, it might get into specific equipment specializations like fishing or skiing equipments. Woodland also aims to deliver skin protection in its soon- to- be launched high graded sunscreen and lotions, basically protecting the skin when you Pitch | January 2014 are out in extreme temperatures.

8 Dabur Real Milk Shakes Dabur India Ltd forayed into the packaged milk shake market with the launch of RÉAL Fruit Shakes under the brand Réal. This also marks brand Réal extending its fruit expertise into milk-based drinks. “Dabur has always been at the forefront of innovation. With the growing level of health awareness in India, there has been a spurt in demand for healthy functional foods. With the launch of Réal Fruit Shakes, we aim to not only extend brand Réal to give our consumers more choices but also make the experience of having milk more enjoyable and nutritious for kids,” said Dabur India Ltd General Manager-Marketing (Foods) Mr. Praveen Jaipuriar.

Gili apparel

Gili, a brand of Gitanjali Group, recently extended into the apparel category and aims at becoming a lifestyle brand without a shift in the brand attribute or its target audience. But even as the brand took the route of extending into women’s apparel, the attribute of being exquisite and uniquely ethnic was maintained by Gili. “We want Gili to be a lifestyle brand like Gucci, and thus will be further extending into bags. Gili aims at maintaining the functional benefit of the brand. The start was a little slow, but because the brand name has been there in the minds of customers for 18 years, we have received a warm response,” said an official from Gili.

Pitch | January 2014

10 Google Eye Glass It came as a surprise when Google released the video of Eye Glass which showed how the glasses can actually give us the weather forecast just by looking up at the sky. It is yet to be launched and whether it is a success or a disappointment will become clear only after its launch in India but the buzz created globally is a good sign for Google.

Compiled by Gunjan Verma & Ankur Gaurav -ankur.gaurav@exchange4media.com gunjan.verma@exchange4media.com

COVER STORY

By Ankur Gaurav

n 2013, the annual budget of marketers has seen a swap between spends on print and spends on digital. After Television it is digital as a medium which shared the majority of the marketers’ funds. Strategies that were implemented successfully have shown the ROI in terms of impressions, likes, hits and shares. Google’s reunion ad was packaged as a piece of emotionally binding content. The video has been viewed more than 10 million times and still counting. According to Nikhil Rungta, Chief Business Officer, Yebhi.com, the market is moving from campaign marketing to content marketing and advertising about content is redefined as advertising in content. Experts found Ford Ecosport as one of the best cars of 2013, and its success can be attributed to their winning digital strategy which was the centre of the entire campaign called Ecosport Urban Discovery. The total interactions in the first week after the launch crossed 300,000. Sunsilk’s Keratinology campaign was a one of its kind campaign which created a personalized and dynamic experience of the brand’s premium range. The video started with Malaika Arora Khan asking the

user to register and seek the online salon appointment. The user was notified about her appointment in the list. The hair stylist Kiara then asked various questions and later by using webcam, the user could see her in the salon mirror and could experience the hair treatment being performed on her hair type. Jyotsna Makkar, CMO, Microsoft commented about Sunsilk’s Keratinology, “The use of an interactive video and the concept of a virtual makeover were different from other ways of engaging masses through the digital medium.” Indian Film Industry & Politics utilized the digital strategy and the returns in both the cases have made history in 2013. Chennai express, followed by Krrish 3 and lately Dhoom 3 made 200 crores for the first time in the history of the film industry. Digital strategy was the new need of the hour for the industry which was best tapped by these three films and the results are there for all to see. Kejriwal’s AAP emerged as India’s best ever debut by any political party and for the first time in history, people’s opinion after elections was taken into account as the decisive factor in forming the government. Talking about reasons behind the success of Chennai Express, Shailja Gupta,

the Chief Digital Strategist of Chennai Express said, “The main platforms and sites used in this campaign were the websites, mobile apps, games, Youtube, Facebook, Twitter Puzzles and fan clubs. However, these are mere tools. One of the biggest factors for Chennai Express’s digital success was integrating social media with different digital products and the daily collection and analysis of large amounts of data to understand the pulse of the digital audience, primarily the youth. “ Pitch presents Top 10 Digital Strategies of 2013 with opinions from Jyotsna Makkar, Shailja Gupta, Pitch’s Editorial Team and rated by Nikhil Rungta. 

R A T E D B Y

Nikhil Rungta Chief Business Officer, Yebhi.com

Pitch | January 2014

Google Reunion Google’s Reunion Ad was by far the best effort using digital which spread like wild fire. The campaign which was also directed towards the electronic media in the later stage, became viral within a day capturing more than 10 million eyeballs. Google’s features were wisely placed in a content which hooked people across age groups.

Ford EcoSport Urban Discovery was a 360-degree campaign with digital marketing at its core. The campaign invited people from twelve cities to discover not-so-popular spots in their respective cities. The winner of the competition was rewarded a Ford Ecosport.

Chennai express

Explaining this, Vinay Piparsania, Executive Director - Marketing Sales and Service, Ford India, said, “The key point was to generate authentic conversations on a large scale using various digital platforms.”

Around the release date of Chennai express, their campaigns were all over the place. TVCs, Promos, Print Ads, Interviews were present on the entire spectrum of media. On the digital front, Chennai Express generated over 1 billion tweets and cumulative impressions and the total number of tweets across all hashtags was over 750 thousand over the 90-day campaign period. Tweets pushed the virtual train from Mumbai to RamNagar, a unique way to engage fans and let them decide, how soon they wanted to enjoy the first look of the film.

Sunsilk Keratinology This particular campaign was entirely based on Youtube. Malaika Arora Khan, the brand ambassador and a representative from the Sunsilk Keratinology Hair Studio guided the users about a makeover where users could upload a photograph, choose their hair type and length and then go for the treatment of their choice. Users were shown a video of this treatment using Keratinology products and at the end of it, they were presented with a new avatar with blow-dried, styled, salon-like hair. With 1338 subscribers and 364,272 views, Sunsilk had developed an admirable Youtube base of followers to launch this conceptualized campaign.

Pitch | January 2014

COVER STORY

AAP’s Delhi Election Campaign Social media can turn around the results in an election. It was just an apprehension before the landmark Delhi Elections in 2013 but the success of AAP and digital media’s role in doing that proved the apprehensions true. According to the Telecom Regulatory Authority of India (TRAI), there are more than 165 million internet users in India. Aam Aadmi Party’s success in Delhi’s election can very well be attributed to their activities and engagements on social media, a strategy which other political parties did not bank much upon.

6 Dhoom 3 Yash Raj Films along with 99Games Online Pvt Ltd launched the official game for Dhoom 3 movie on Windows Phone. The game was meant to spread the appeal of the anti hero and to ride around through the streets of Chicago. Use of great graphics and fairly good controls kept the buzz heightened before the release of the movie.

Nokia Lumia 1020 The 9.5 million strong fan base of Nokia India Facebook page was on a mission to promote the Nokia Zoom Agent campaign. Till the time Nokia launched Lumia 1020, gaming had already proved to be the best engaging method online. Promoting Nokia’s flagship smart phone Lumia 1020 with 41 megapixels, users were thrown the challenge to solve a murder mystery for which they needed Lumia 1020’s zoom features. Users were called the zoom agents who took help from the high resolution zoom features of the device to investigate and solve a murder mystery. A video promoting a murder case was viewed more than 216K times on Youtube.

Pitch | January 2014

Krrish 3

Samsung

Krrish 3 adopted Twitter to launch their first look in June 2013, which was 4 months before the release of the movie. Live video chats with Hrithik Roshan and break the brick game spearheaded their digital campaign which helped Rakesh Roshan in breaking Chennai Express’ record of Rs 200 crore at the box office.

To build on curiosity levels around the S4 launch, Galaxy decided to convey its key features by adopting the popular & commonly played game – ‘Break the Brick’. Samsung’s strategy was to engage the audience in the game which would incorporate the key features of the Galaxy S4. The campaign allowed Samsung to reach a targeted audience of 1,476,309 unique users with over 6,488,046 impressions.

Facebook Log out page Facebook’s log out page remained the hot spot for brands in 2013. Rungta commented saying, “This aided more than 5000 visits in one day and facebook has driven 7-8 per cent of our business.” With 37 million people logging out of Facebook each day, the company believes advertisers will want to reach this massive audience.

-ankur.gaurav@exchange4media.com

Pitch | January 2014

COVER STORY

By Ankur Gaurav

he year 2013 was not a joy ride for marketers. The economic slowdown simply meant that each and every penny spent towards marketing had to be scrutinized and directed towards generating returns.. Engagement with target consumers became the effective channel for marketing and creating real experiences assumed importance for marketers. Festivals, sporting activities, Moving Vans, independent brand activities tried to engage the consumer and brands vied for their attention and time. The Indian Premier League is still considered the best and most talked about investment opportunity but as other sports take the spotlight, sponsors might choose other platforms such as HIL and Chennai Open in the coming year. Sunburn India has kicked-off the trend of Electronic Dance Music festivals in India. A large gathering for an extended session of music is a delightful opportunity for marketers to engage with their target customers. Bacardi’s NH7 Weekender is one such platform which has gained popularity over the years with more partners getting associated with it with each passing year. According to Brian tellis, Chairman and Co-Founder, Fountainhead Promotions,

“Experiential marketing is the last mile in a product’s marketing cycle and there is no better way to market than this.” Speaking about Croma’s latest initiative for 2014, Ajit Joshi, CEO and MD, Infiniti Retail Limited said, “The key for marketers in 2014 is engagement and our Moments of Joy Van is an initiative in that direction.” Pitch Presents Top Ten experiential marketing initiatives of 2013 based on the views of Dalveer Singh, Head, Experiential Marketing, Dialogue Factory, Yamini Singh, Senior Editor, everythingexperiential.com. They have been rated by Vinit Karnik, National Director, Sports & Live Events, GroupM ESP. 

IPL

he 2013 season of IPL asked for a rebranding of sorts with new sponsors on-board and ‘koi nahi bachega’ embodied it beautifully. The magnanimity of the event can be judged by the title sponsorship which was the biggest investment for Pepsico at Rs 396 crore.

R A T E D B Y

Vinit Karnik

National Director, Sports & Live Events, GroupM ESP

Pitch | January 2014

Bacardi NH7 Weekender

his installment of Weekender made noise amongst the right audience, making it bigger than last year. The overwhelming number of tickets sold told the story. According to Manish Seth, Director, Marketing and Sales, Bacardi India, “Bacardi NH7 Weekender enables consumers to experience our products in the right environment.”

Sunburn

ouching 18 million global fans and a gathering which brought together the largest number of fans at 1,70,000 at one place in Asia, Sunburn has established itself as a soughtafter festival for the young. Sponsors just needed different ways to communicate with their target group out there. The list of Sponsors has become longer with each year. The brands which are leveraging this opportunity are: Hero MotoCorp, Absolut, Tuborg, Woodland, Red Bull, Canon, Philips, 7UP.

Vodafone 3G Bus

odafone’s stateof-the art LED bus in which customers could try out a host of services like high speed internet, video calling and better gaming experiences has parked itself at the number 4 position. According to Karnik ,”This was an innovative way to engage customers by bringing the 3G experience to them. Thumbs up for that.”

5 Tour De India

he 2nd season of Tour de India did well by getting John Abraham on-board as the face of the event and made the right kind of noise.

Pitch | January 2014

COVER STORY

8 Enchanted Valley Carnival

Oktoberfest

ingfisherâ&#x20AC;&#x2122;s Oktoberfest finished its 9th edition in 2013 having come a long way since the birth of the German concept in India. This annual property of Kingfisher is one of the most awaited events in the city and continues to connect beer fans and the brand.

his event managed to grab eyeballs of true EDM connoisseurs. The Enchanted Valley Carnival was a success through its debut year.

India Bike Week

hile 700 people with Harley Davidson bikes had participated last year, 1200 owners registered for 2014.The only festival in India themed around biking, it has close to 70 brands vying to come aboard as partners. Harley Davidson continues to be a major sponsor for India Bike Week.

Delhi Half Marathon

10 Jaipur Literature Festival

rue to its name, this Lit Fest attracted the biggest & best intellectuals from every corner of the country. It is expected to grow bigger in the years to come.

irtel Delhi Half Marathon was inclined towards becoming a CSR initiative but the crowd of more than 30,000 runners made it a unique opportunity for the brand to engage with the potential customers for a cause.

-ankur.gaurav@exchange4media.com

Pitch | January 2014

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Pitch | January 2014

Abdulla M. Mazumder: +91 98716 09348, abdulla@exchange4media.com Siddarth Padmanabhan: +91 99207 13935, siddarth.p@exchange4media.com Sneha Walke: +91 98455 41143, sneha@exchange4media.com

COVER STORY

By Ankur Gaurav

aunch of a product is a cause for celebration for marketers. The objective is to indulge as many potential customers as possible, in the first few weeks of the launch. Be it a movie, a smart phone or an automobile, or a media channel, the first few weeks of the launch determines where the product is headed. The launch of Canvas Turbo by Micromax was one of the most talked-about launches in the market as Hollywood star Hugh Jackman was seen promoting the brand. Royal Enfield’s Continental GT entered the Indian roads for the first time after covering 11,000 Kms. The launch which had been making a buzz, was different from the counterparts in the way it disclosed the products. Chennai Express used Twitter and fan’s tweets to release the first look of the movie. It was the best example so far to engage audiences in order to decide how soon they wanted to get the first look of the movie.

Speaking about the launch of Samsung’s Galaxy Note 3 and Gear, Ramesh Somani, Chief Editor & Publisher, Exhibit Magazine said, “Despite its flaws, the device has had many takers and it has pushed other brands to get their act right. Something that Apple did to the Tablet Industry with the launch of ipad.” If it is about entry into a new country and a new market, the timing and occasion for the launch matters the most. Speaking at the launch of Triumph Motorcycles in India, Vimal Sumbly, Managing Director, Triumph India said, “2013 is a very crucial year for Triumph Motorcycles in India and as a company as we had already planned it beforehand. We are confident about the timing of our market entry.” Gautam Dutta, COO, PVR Pvt Ltd. while deciding on the best launches of the year said, “Launches decide the product’s lifecycle and their overall success. We are in the era of consumerism and that is the reason why even sub-standard products make

good business. For me, the launch which spent the most judiciously earns the top spot. In our business, marketing is the input and sale is the output. It’s not rocket science to invest millions to make millions. Your marketing strategy is good if you make thousands by investing pennies.” Pitch presents Top Ten Launches in 2013 based on the opinions of Ramesh Somani, Vimal Sumbly, Shubodip Pal, CMO – Micromax, Pitch’s Editorial Team and rated by Gautam Dutta. 

R A T E D B Y

Gautam Dutta COO, PVR Pvt Ltd.

Pitch | January 2014

Ford Ecosport

Chennai Express Shahrukh Khan and team touched the lives of their fans through all possible ways. Print & Electronic media were the platforms used but the strongest statement was made by an aggressive digital strategy before the launch. A virtual train starting from Mumbai to the destination was pushed by tweets from fans and followers. The launch was scheduled only when this virtual train reached Deepika’s hometown in the movie.

Pitch | January 2014

Ford’s ecosport stands out for the way the brand integrated the pre-launch and launch campaigns with their Urban Discovery initiative. With its pre-launch campaign, Ford India had invited people to describe a unique,

interesting location in their cities. All the teams were given an EcoSport for three-four weeks. Each team drove the SUV to the places in their city where they always wanted to go and enjoyed the thrill of the new car. The American auto maker received more than 8000 entries from the domestic EcoSport fans, for participation in the contest. This generated excitement and the launch was eagerly awaited by potential customers.

Iphone 5 S

Apple eyed 1000Cr sales from their flagship device iPhone 5S launch in India. Encouraged by the popularity of the iPhone 5s in India, Apple had targeted Rs 1,000 crore from sales of the handset in the quarter to counter Samsung’s dominance in the premium smart phone range. In case of iphone 5S, Word- ofMouth publicity was the key to its success. Though Apple does not believe much in advertising, they created an exclusive

platform for the launch for all the customers who had prebooked iphone 5S, another way to make the brand more aspirational.

COVER STORY

Mc Café McCafé, as the chain is called, is present worldwide and officially opened its first store in India on Oct. 14 at Sobo Central Mall in Mumbai. The inrestaurant style store serves beverages, cookies and muffins. Rameet Arora, Senior Director – Marketing Communication, Hardcastle said, “The store in store concept allows the customer to relax and a wide range of snacks and meals are available to choose from.” The store in store format makes it the safest launch in the QSR industry.”

Galaxy Note 3 + Gear

Samsung’s association with Vodafone was what made this effort remarkable. Vodafone and Samsung launched a new

campaign for Samsung Galaxy Note 3+Gear. Rajiv Rao, National Creative Director, Ogilvy & Mather, said, “Vodafone wanted to reinforce the superiority of its network which works seamlessly on the New Samsung Galaxy Note 3 phone; basically to communicate the strength of the partnership between Vodafone and Samsung.” The film showed a foreign tourist in India, navigating his way with the help of his Samsung smart phone and Gear and its many applications.

Nokia Lumia 1020

Nokia tagged along with Microsoft, as well as Indian retailers and operators to boost sales of its flagship smart phone, the Nokia Lumia 1020. This was their biggest ever marketing campaign, probably the final attempt to revive Nokia. The effort did come out with some relief for the brand and

its position in the market. The launch also created the buzz through a game called Zoom Agent which was designed to emphasize Lumia’s 41 MP camera.

Micromax Torbo: The phone that can juggle The year 2013 was good for Micromax. Micromax’s dream to become an international brand took shape when they roped in Hugh Jackman to endorse the brand and their smart phone Canvas Turbo. The TVC caught the attention of fans and the domestic brand’s international move was much appreciated by experts. In the sub-continent, the brand is confident of overtaking its peers as Shubodip Pal, Chief Marketing Officer, Micromax said, “With the launch of Canvas Turbo and association with Huge Jackman we are moving ahead towards the number one spot in India.”

Pitch | January 2014

Royal Enfield’s Continental GT Royal Enfield survived in India and chose London to launch their Continental GT in a unique style. Royal Enfield partnered with the agency Wieden and Kennedy and production company Hello Robot, for a film to mark the launch of its café racer model Continental GT in London. The film features a group of rockers who take an 11,000-kilometer road trip starting from the birthplace of café racer culture -The Ace Café in London. The film captures their experiences en route, before biking it to the finish at Madras Café, Chennai.

Romedy Now

The new English Entertainment Channel from the Times Television Network launched its 360 degree marketing campaign before the launch of the channel. The nationwide campaign reached out to consumers across the various platforms of Print, TV, Digital, Outdoors, Radio and Cinema advertising. Spread over a period of nearly two months, this was the largest marketing campaign to be launched by an English Entertainment Channel in India in the past two years. The support given by Times Network made it possible for this launch to become a huge hit in a matter of months.

Triumph Not much buzz and minimum hype accompanied the October 2013 launch of Triumph in India. Triumph officially launched with a press conference for the media fraternity. About 150 people from print and news channels witnessed the launch, which included an exhibit of the bikes, and a fashion show to unveil the Triumph clothing line. The launch primarily focused on the primary buzz created by the media.

-ankur.gaurav@exchange4media.com

Pitch | January 2014

COVERSTORY STORY COVER

By Ankur Gaurav

hen Flipkart started the online operations with just 4 lakh rupees, they aspired to become a $100 million company. E-commerce has pushed Indians to become entrepreneurs. The examples are many but not all are able to make it big. An Idea followed by strategy, and execution by the right people-a successful start-up is an amalgamation of all these. In the past five years, the Indian market has seen several homegrown start ups surfacing among the biggies. Pitch Presents Top Ten Newbie brands which are likely to become big in the years to come, rated by K. Ramakrishnan, President, Marketing, Café Coffee Day.

R A T E D B Y

K. Ramakrishnan

President, Marketing, Café Coffee Day

1 Flipkart was at the number one spot in the online book delivery space within six months of their start. The e-commerce portal was the first e-company to become a $100 million online retail giant. In July 2013, it raised $ 200 million and enjoyed investors’ confidence. The company has been able to raise funds worth $540 million till now, with which it is hoping to reach out to the deepest pockets of the Indian market.

Zomato was born out of a commonlyasked question – “where do we go out today?”. This startup has attracted investments upto $ 50 million and is all set to soar high in the years to come. Zomato, in just four years has become a INR 1000 Cr company which now calls itself a restaurant discovery website and mobile application. The portal lists Menus, Photos, Reviews and contact information for almost 180,500 restaurants. It is currently in 11 countries (including India) and plans to be in 22 countries in the coming years.

Pitch | January 2014

3 Jabong has emerged as one of the top three e-commerce players in India with respect to traffic . Jabong’s association with almost all the brands, delivery of more than one choice of products for selection and a virtual trial room application have all differentiated it from the plethora of e-commerce sites.

4 Harley entered the Indian market in 2009 and since then has been heavily promoting rides as well as building Harley owners group (HOG). Harley’s India Bike week brings together more than 10,000 riders at one place which in itself is a unique format of marketing development in India. The year 2013 was not profitable for the Auto Industry, but Harley announced they would be manufacturing two new products for starters – The Street 750 and Street 500. With an aggressive marketing campaign Harley seems to be on the right track.

Pitch | January 2014

Founded by Anshu Gupta, Goonj Foundation, has taken massive leaps in the development sector. Its annual revenue is over INR 3 Cr. The concept of Goonj is to channelize discarded clothes of the urban population towards the development of Rural India. The village communities engage its people for some constructive work in exchange for clothes. The concept is working and is bringing considerable change in the rural lifestyle. In the future, Goonj plans to take it to an international level.

COVER STORY

Earlier this year, when redbus was acquired by a South-African company, the entrepreneurs celebrated the Rs 800 Crore exit as it was well deserved. Highly unorganized ticket aggregators and resellers in the bus industry have become important players for RedBus.in and post acquisition redbus.in is expected to enter deeper into India, completely changing the way it was operated till now.

7 Lenskart.com is Indiaâ&#x20AC;&#x2122;s first online portal selling prescription eyewear. The online portal received $4 million in the first round of fund raising. The market for Lenskart is huge as one-third of Indian population needs vision correction and only 25% of them use eyeglasses today. With their efficient pricing strategy, LensKart has made it possible for the consumers to acquire high quality eyewear with prescription lenses starting from Rs 250. With an average of 72-hour free-home-delivery time, 14-day no-questions-asked return policy and a superb user interface on their portal, lenskart is not just famous among the needy customers but is also quite popular among consumers opting for eye-wear as a fashion accessory.

8 Founded in late 2011 â&#x20AC;&#x201C; Taxiforsureâ&#x20AC;&#x2122;s initial days saw customers from intranet posts within companies. Later, Facebook ads and radio campaigns widened the reach and today with the help of focused marketing campaigns the service company is getting 2000 bookings in a single day across two cities, Bangalore and Delhi. Plans are afoot to enter the tier-2 and tier-3 cities in the coming years.

Pitch | January 2014

Future Group launched a new format of business with its Big Bazaar Direct, a direct selling platform which will use a tablet based e-commerce backend. This platform allows customers to shop at their convenience through Big Bazaar’s direct selling agents, and promote entrepreneurship. ‘Big Bazaar Direct’ is a first of its kind, direct-selling model by a large retailer in India that will allow customers to shop by ticking deals off a catalogue. The catalogues will be brought directly to customers by Big Bazaar’s franchisee partners, who will display the catalogue on a Big Bazaar Direct tablet.

10 Delhivery is one of India’s fastest growing start-ups in the e-commerce ecosystem and is the only end-to-end supply chain company, focused on the specific needs of non-contact retail. Delhivery’s USP is their ability to provide sellers a complete onestop technology and physical platform to support any seller’s requirement. The company currently supports over 3000 sellers across India with its proprietary Omni-channel, Store Management, Fulfillment and Logistics services. In FY14-FY15 the company will invest behind building over 5,00,000 sq ft of fulfillment space across 12 cities and express shipping in over 150 cities in India and internationally, making it the single largest one-stop ecommerce services player in India. Compiled by Gunjan Verma & Ankur Gaurav -ankur.gaurav@exchange4media.com gunjan.verma@exchange4media.com

Pitch | January 2014

10 YEARS OF PITCH

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By Gunjan Verma ` 75 SPECIAL

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Like all journeys, Pitch has had both rough and smooth times in the past 10 years. Consumers are a fickle lot and understanding them is an art in itself. The role of the Marketing Officer has also undergone a change and Pitch has been keeping track of this transformation. Writing about the marketing ecosystem has only become more challenging with each passing year. Nevertheless, there have been some milestone stories, some gems that were uncovered and some moments that are unforgettable. In the following pages we look back at some of the significant stories that Pitch published. They mirrored the times and analysed some of the most topical issues of that month.

Pitch | January 2014

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How has Domino’s become the largest player in the pizza delivery market in India? And what are its plans ahead?

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Pitch | January 2014

10 YEARS OF PITCH The Untapped Gold Mine – Bottom of Pyramid October

2010

Volume VIII Anniversary Special October 2010

Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh ` 45 Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh Anniversary Special Seventh 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Pitch | January 2014

Games that marketers play

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Volume X Issue 7 | April-May 2013

` 75

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MARKETERS PLAY Sports sponsorships are a passe. Marketers are building properties around sports and even looking to bet their money beyond cricket. How? Pitch finds out...

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From being exclusively reserved for the elite, luxury in India has become more democratized-both in terms of prices and the varied consumer segments it straddles in. How is luxury as a concept getting redefined? Who is the new face of luxury and what do Indians aspire for? Pitch explores...

Pitch | January 2014

10 YEARS OF PITCH Sep-Oct

The Big Fat Indian Wedding Industry

Volume X Issue 10 | Sep-Oct, 2013

2013

FESTIVAL

MARKETING

Will the marketing blitz for the festival season turn around the fortunes of brands?

The rise and rise of Experiential Marketing November

2013 Volume X Issue 11 | November 2013

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EXPERIENTIAL MARKETING

Marketers try to perfect consumer- interactions by creating the right experience

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INTERVIEW

INTERVIEW SANJEEV AGGARWAL

Pitch | January 2014

he global footwear Brand Skechers made an entry into India in October 2012 amid a market cluttered with giants like Nike, Reebok and Adidas. One year down the line, this lifestyle brand has made inroads into India through its strong distribution network. The brand is sporty, stylish and fun with an exhaustive range for men, women and children. The brand that sells in more than 100 countries, has focused on performance, sports and lifestyle and its aggressive marketing through traditional advertising has assured it a firm footing in India too. Rashi Bisaria of Pitch spoke to Sanjeev Aggarwal, MD, Skechers South Asia on the way forward for Skechers, how it deals with competition and its association with running events.

“

It’s been more than a year in India for Skechers. How has the response been in the Indian market?

The response has been great. We are now present in 250 retail outlets and 5 franchise stores and because of the multi-brand outlets our presence is everywhere in the country. You are strengthening your dealerdistributor network. How are you going about it? We are an aggressive marketing company and have spent on Television advertising as well. What’s most important for us is that the product is available throughout the country including smaller towns. Through TV advertising the communication is reaching out to people, and the product is selling. We have to go from organised retail to unorganised retail. That’s the reason why we are strengthening our distribution network which will take us to the smaller outlets to single owner driven showrooms. We already have a presence in Aligarh, Rajkot, Surat and many

We have to go from organised retail to unorganised retail. That’s the reason why we are strengthening our distribution network

We do not believe in expensive outdoor advertising

“

others. Stores in smaller towns are doing rather well. We are focussing on television, magazines, social media and activations. We do not believe in expensive outdoor advertising.

What efforts are you putting into the digital space? We are doing rather well in the digital domain. Our Twitter followers have increased by 2 and a half times in the last couple of months. Facebook bandwidth has also gone up by 30-35 per cent. We are engaging well with consumers in the digital space. We

Pitch | January 2014

are disseminating information, creating excitement through contests. But more than anything else, we are working towards increasing our fan base. Running forms a big part of the conversations. We have been sharing tips for running and marathons. . Marathons are very important for us and we use them for viewer engagements. We provide tips like how one must prepare for a marathon etc. The social media team went so far as to give the readers real time experience of the adrenaline rush during some marathons we associated with in the past.

INTERVIEW SANJEEV AGGARWAL Considering that Nike, Adidas etc are already market leaders in India how are you looking to position yourself differently? We have a very wide range of products. We have running products, walking products, treadmill products and we have lifestyle products. We are very strong in the women’s category and we have a strong kids range too. We do different advertising for different products and speak to all kinds of consumers. We believe

We have running products, walking products, treadmill products and we have lifestyle products

in talking to every individual in the household on a one-to-one level rather than merely talking about the brand. We strive to be relevant to each individual in the household. Our promotional campaigns are directed at individuals in the family. So what is your differentiating factor or the USP? It’s a combination of factors. Colour and technology are important for us. We have a lot of colour in our products and the technology used is also very different. There is a fashion element in our products. As opposed to brand building advertising we are

talking to individuals. Skechers is very footwear focused and not looking to diversify into any other product extensions. We are present in various multibrand outlets where the distribution is led by Planet Sports, Reliance Footprints, Lifestyle, and Metro. These are our partners in organised retail. Then we have several distribu-

There is a fashion element in our products. As opposed to brand building advertising we are talking to individuals

tors who distribute to single owner driven stores On- ground activities like marathons and running groups are important for us. We connect with these groups to promote running. We have sponsored 3 marathons. By associating with running groups we are spreading the understanding about running, our products and how they can support this activity. It’s a symbiotic relationship. We are connecting with small scale marathons also and this helps us connect with people at the grass root level too. We wish to connect with consumers at an individual level and by these associations we are able to achieve this connection.  -rashi.bisaria@exchange4media.com

| January Pitch 2014 | January Pitch 2014

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Is 6 seconds enough to fuel your brand?

W Aruna Kamath

Consultant, Rage Communications

hen Twitter unleashed its 6 sec looping videos in January earlier this year it was lapped up by thousands. Even with its time limitation, it soon became a raging sensation and grew exponentially to reach the top of the popularity chart. However, for a long time, this tool was predominantly used to share inane, fun videos, until a few, far-sighted corporates spotted a sizzling business potential brewing in it. Like all new innovations, Twitter’s Vine too was experimented with much trepidation. Needless to say, there were very few takers in the beginning. For most marketers the time constraint seemed like an intimidating challenge to deal with. In fact, it was even scoffed at, saying 6 seconds was too little time to sell or talk about a brand. But the few, who were brave enough to test the waters and embrace this nascent social marketing tool, haven’t really complained.

The shortest, yet the hottest! Today, of course, Vine is a force to reckon with in the social media landscape. According to a new report released by GlobalWebIndex, It is the fastest growing

Pitch | January 2014

Six seconds is more than enough to pack in a punch. So say the brands that have been active on Vine video app of the year with a user base of over 40 million. Amongst these include several big brands like Cisco, Gap, HP, Armani, GE, Philips, Cadbury and Doritos -which have been quick to jump into the six-second bandwagon and capitalize on it to drive engagement. But what can you say in six seconds? Lots, actually! Six seconds is more than enough to pack in a punch. So say the brands that have been active on Vine. In fact, a quick look at the many video, shows that brands have exploited it to announce new product launches, promote contests, run teaser campaigns and even showcase demos! Marketing pros believe that with our shrinking attention spans, vine could be just the right tool to get the message cross before the audiences lose their interest. Here are some unconventional marketing campaigns that brands have taken to promote brand awareness vis-a-vis showcase their products and get users engaged. • Lowes created an educative campaign called Fix In Six. Essentially, these are handy DIY home lessons taught in six seconds – solutions for everything

COLUMN Since the videos are targeted for on-the-go users as well, companies that embrace Vine will have their videos viewed by people everywhere

• Not every company can spend a fortune on its marketing activities. For those with a budget constraint, Vine proves to be the perfect affordable alternative to market their products/services as also achieve a wider reach, without spending extra! • Creating videos on Vine is easy and relatively straightforward. There’s no hi-tech equipment or smart scripting involved. This no-hassle factor, makes it’s a perfect medium for engagement and interaction. • The brief time limit of this tool forces the communication to be short and snappy. Which means, messages can get heard without having to ask customers for too much of their time. • The mobile nature of the app oﬀers opportunities for widespread reach.

According to a recent research, mobile video will constitute 66% of global mobile data traffic by 2017 84

from removing stubborn nails, fixing PVC pipes, to hanging extension cords. • Oreo has always managed to capture the imagination of their fans with some stunning creatives on social media. Using Vine, they show fun and new ways to eat their cookies (for instance, as sprinkles over ice cream) • General Electric used Vine to create a series of stop-motion videos about science. GE makes appliances, but their brand is all about inspiring creativity through invention. The innovative series helped them to connect with younger audiences and raise awareness without pushing the product. • The six-second-cocktail campaign by Bacardi demonstrated how simple it is to make classic and tasty Bacardi-based cocktails What are the perks?

Since the videos are targeted for on-the-go users as well, companies that embrace Vine will have their videos viewed by people everywhere.

Six-second sensation … for how long? Forecasters and analysts believe that the future of mobile marketing lies in videos. According to a recent research, mobile video will constitute 66% of global mobile data traffic by 2017. But with a new crop of video sharing-apps flooding the digital landscape, only time will tell if the six-second formula will continue to stay on in top form in the saturated space.  The views expressed here are of the author alone, and do not necessarily reflect the views of Pitch

Pitch | January 2014

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How Hotels Are Embracing the Web And Engaging With Their Customers Hannah Connor

Product Strategist and Writer

n the digital age, customer engagement has become a fast-paced, sometimes near-instantaneous endeavor. Customers browsing for goods and services online or through mobile technology can make decisions within seconds, and a single bad experience or company misstep can have fast, brutal repercussions as word-of-mouth spreads with all the speed of the Internet and use of smartphones. This is especially true for hotels and the hospitality industry in general, where customer service is everything and a single customer’s testimonial — especially a poor one —

social media, websites and blogs have made reputation management and customer engagement a two-way street can have a near-global impact. In short, customer engagement is more key than ever, because companies can no longer control their reputations as directly as they once could. Before the advent of social media and the Internet, a company could assert its reputation through advertisements, press releases, and other “one-way” forms of communication but now social media, websites and blogs have made reputation management and customer engagement a two-way street. Customers have a voice and they will use it to speak out about the brands and companies they use, so hotels need to make sure their customer engagement is effective and positive. How Hotels Can Enhance Their Engagement So how can hotels increase their customer engagement and emphasize

Pitch | January 2014

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If the choice lies between arguing with a customer online, or just remaining silent, silence is always preferable

positive customer experiences while limiting poor ones? Here are a few tools any establishment in the hospitality industry should have on hand and tools that a small hotel business should be using in order to grow their customer base: Tool 1- Social Media Use of Facebook and Twitter For many companies as well as hotels, a Facebook page or Twitter account is the central place for customer engagement and interaction, even more so than the company’s website. Facebook and Twitter was built for users to share their experiences with others, and a company that can react quickly and gracefully to criticism or complaints — as well as emphasize and share praise — can build trust and loyalty with those customers. For example, the Four Seasons hotels use Twitter in many ways by one having a centralized account and also localized accounts. The reason the hotel sets up many Twitter accounts on the web by locations is to make their product and service more personal for their customer base globally. Tool 2 - Online Review Sites Keeping an eye on your reviews is key, and using sites like Trip Advisor to re-

search yourself as a hotel is a good web and social tool to use, but how must hotels approach this in the right way? Hotels should always be extremely cautious when engaging with negative customer reviews — the Internet is full of public spectacles where a company or hotel

made a bad situation worse by choosing to get involved in an online brawl with a customer who left a negative review. If the choice lies between arguing with a customer online, or just remaining silent, silence is always preferable — but savvy hotels can take an opportunity to respond and mend a poor customer service situation before it gets any worse. Ultimately a hotels brand engagement can make all the difference in how customers perceive the business. If a hotel can react well and solve the problem it is more likely it will become recommended just by word of mouth promotion. Tool 3 - Online Help Desks Services like LivePerson, Zendesk and other online support solutions address a common customer complaint when dealing with large companies — finding a “real person” to talk to. Online help desks offer a fast, easy alternative to toll-free numbers and bewildering phone trees, instead offering customers a chance to chat directly with a representative of the hotel. Services like Zendesk even offer tracking services, to create a central repository of customer information and ensure satisfaction. Some of the most popular and successful hotel chains in the world are increasingly moving to online channels for their customer engagement and satisfaction: • The Best Western hotel chain has heavily focused its social media strategy on sharing the love of travel, opting for a more laid-back content marketing ap-

Pitch | January 2014

proach rather than direct sales pitches. Best Western uses its social media outlets to talk about vacation destinations, family travel, and has opted to open the conversation to their customers. • Hilton Worldwide has devoted entire “Guest Assistance teams” to monitor and review sites like TripAdvisor and provide instant feedback to dissatisfied customers, as well as the @HiltonHelp

Twitter account. • The Four Seasons hotel chain won awards in 2013 for its use of social media, including its creation of the @ FSBridal Twitter account for couples looking to wed, hearing the voice of wedding experts and real couples (stories, tends and inspiration). The Four Seasons Toronto hotel even recently began a month long birthday campaign celebration through social contests, whereby fans and followers were asked to post celebratory images with the chance to win a Toronto and a New York trip for two. Halla Rafati, the Director of Public Relations for the

Pitch | January 2014

hotel said how important this was for engagement, using social media as a strategic tool. The #FS celebrate photo sharing competition online allowed the Four Seasons to reach a broader audience and it created something engaging and interactive for the fan base. Tool 4- Mobile Technology The use of mobile technology is key for hotels. People may be travelling and may require a room to stay in for the night and the first thing they will turn to in order to find a hotel using their smartphone. A smartphone enables a person to quickly check what is available in the surrounding area and compare prices quickly on the go and every hotel should be promoting themselves through mobile technology. But how might a hotel do this you may be thinking? As with product placements you need to get your hotel at the forefront of the customers eyes and you can do this by doing the following: Create a mobile app because it is the latest trend and what people live through in the new era. Tablets are the traveler’s companion and so designing for specific mobile devices is crucial, think about this in your mobile strategy. In addition, when creating a new application do integrate it with social networks for maximum exposure and promote through your media and web channels. These are just some of the great ways on how hotels are embracing the web and social tools, and with new innovation and tools emerging online the hotel industry will only become stronger by the day. As a hotel remember, it is always best to have a brand plan when it comes to connecting with the visitor, knowing how to represent your brand, how to offer unique services and products that will keep the visitor coming back and how to make their experience a positive one to pass on the thumbs up and socially promote. The views expressed here are of the author alone, and do not necessarily reflect the views of Pitch

A smartphone enables a person to quickly check what is available in the surrounding area and compare prices quickly on the go and every hotel should be promoting themselves through mobile technology

87 87

BRAND JOURNEY: MAGGI

Three Decades Of Leadership How Maggi emerged as a companion for the consumer and has remained a leader in the instant noodles category for over 31 years By Devansh Sharma Introduction: The world took to instant foods as lifestyles became hurried and lack of time pushed people to devise ways to save it. Instant noodles were a godsend for consumers looking for quick and easy-to-make options. The trend trickled into the Indian market much later but when it did it created quite a storm. Nestle became a pioneer in the instant noodles market with the launch of Maggi 2 minute noodles in 1983. Despite the advent of various other players like Top Ramen (Indo Nissin), Wai Wai (CG Foods), Tasty Treat (private label of Future Group), Yipee (ITC) and Foodles (Glaxo) in the following years, Maggi has remained a domineering leader in this category. Over these 31 years Maggi has almost become synonymous to its category and has created a strong connect with consumers maintaining its undisputed leadership for long. Maggi can be traced back to the 19th century and it’s come a long way since then.

1980-1990: In 1983 Maggi 2-minute instant noodles were introduced in India, and with this launch Nestle has created an entirely new category of Instant- Noodles in the Indian packaged food market. Maggi was then available in four variants: Masala, Chicken, Sweet and Sour and Capsicum. It is now available in Chicken, Masala, Tomato and Curry variants. Initially Nestle targeted working women and positioned Maggi on the platform of convenience. Despite heavy promo-

tions the sales were not picking up. Research revealed that kids are the potential consumers for the brand, encouraging Nestle to shift its focus from working women to kids. The tagline of the product was ‘fast to cook, good to eat’. Maggi was then promoted aggressively with taglines such as “Mummy Bhook Lagi”, “Bas 2 Minute”

1990-2000: The same theme and message continued in early 90s targeting children. In the mid 90s Nestle made an attempt to change the formulation of the product but it was outrightly rejected by consumers, so it went back to its original formulation. As the brand became popular, and established the communication, children started asking for Maggi instead of instant noodles. Nestle launched Maggi Macaroni in 1997. According to analysts, Maggi Macroni was launched partly to deal with the growing popularity of instant noodles brand TopRamen. Maggi Macaroni was available in three fla-

Julius Maggi Maggi owes its name to its founder Julius Maggi (18461912) an entrepreneur, who invented the first product to bear the brand name- Maggi Soup Seasoning. Back in 1886 Maggi readyto-use soups were introduced in the Swiss market, following which more products were added to Maggi portfolio in 1887-1889. Gradually the ‘Maggi Brand’ spread swiftly around the world. At the age of 66 Julius died but his name, his legacy continues till date. The company formed by Julius merged with Nestle, worlds leading Health and Nutrition Company, in 1947.

Over 31 years Maggi has become synonymous to its category and has created a strong connect with consumers Pitch | November January 2014 2013

vors: Tomato, Chicken and Masala. The company expected to repeat the success of Maggi noodles with the launch of Maggi Macaroni, but due to its unfortunate failure Nestle had to withdraw Maggi Macaroni completely from the market. During this period Maggi also launched a range of ketchups and sauces. These advertisements were supported by aggressive ad-campaign, featuring Pankaj Kapoor and Javed Jafri using the tagline ‘it’s different’. Later Maggi came up with innovative packaging and different price points. . A new avatar of Maggi sauce is Maggi Pichkoo. It is available in small affordable packs which is easy to carry & use. Maggi Pichkoo is intended to extend the use of the product to a wider consumer base.

2000-till date: Repositioning of Maggi During the 2000s, Maggi went a step ahead and also focused on its nutritional content. As a result Nestle reworked sits marketing strategy and endorsed Maggi as a health product under the tagline ‘Taste bhi, health bhi’. In the year 2004, Maggi launched its ‘chota pack’ at a pocket friendly price of Rs. 5, and roped in Bollywood actress Preity Zinta as the brand ambassador. The objective of the 40 second commercial was to increase the awareness of Maggi’s chota pack. In the year 2005 Maggi Instant Atta Noodles were introduced. During this time Maggi launched in many flavors including ‘Sambar’ Dal Atta Noodles, Maggi Rice Mania, Maggi Cuppa Mania Insta Noodles. Maggi Rice Noodles, Vegetable Atta Noodles and ‘Sambar’ Dal Atta Noodles targeted the entire family while Cuppa Mania primarily targeted the busy youth and was launched under the tag line “Just add garam paani … Carry on jaani”. Despite heavy promotions and advertisements, Maggi noodles Masala flavor leads the market. All these flavors of Maggi were positioned on two fundamental attributes; ‘Taste & Health’.

Pitch | January 2014

2009 Maggi celebrates its 25th anniversary IIn 1983, Maggi noodles were launched in India. People who were kids then and loved Maggi were now parents themselves. Over such a long period of time, Maggi had progressed from being merely an instant noodle brand to an irrefutable meal for its consumer. The brand was now 25 years old and associated with the memories of the consumers. To mark its 25th anniversary, Maggi came up with ‘Me and Meri Maggi’ campaign, because anyone who has had Maggi, had memories associated with it. The programe was a huge success. People shared some of the most interesting moments of their lives with Maggi. Taking ‘Me and Meri Maggi’ campaign to another level in 2012, Nestle roped in Bollywood Superstar Amitabh Bachchan as the brand ambassador for the campaign. Earlier this year ‘Maggi

All the flavors of Maggi were positioned on two fundamental attributes; ‘Taste & Health’

Hungroo’ another masterstroke from Nestle hit the market. One pack of Maggi noodles was a little less for a midnight meal and 2 packs were a little more. So to fill this gap Maggi came up with a new packaging ‘Maggi Hungroo’. Maggi has created a formidable brand. Though some Fast Moving Consumer Goods (FMCG) companies like ITC tried to invade Maggi’s market share in instantnoodles market but Maggi has managed to retain its market share. Two other popular products under the Maggi brand are – Sauces and Soups.

Maggi sauce is targeted at the mass market and positioned along the emotional appeal of extremely good taste. Its popular slogan has remained ‘It’s different!’ The ketchup or sauces market in India is estimated at Rs 220 crore. Maggi enjoys the leadership position though brands such as Heinz, Kissan, Cremica, and Del Monte have entered this market. -devansh.sharma@exchange4media.com

case casestudy: study:vespa COLORBAR

The launch of Colorbarâ&#x20AC;&#x2122;s fifth category Colorbar understood the Indian market and tried to fill the need gap wit h the fifth category By Rashi Bisaria Background: A quiet starter, Colorbar Cosmetics entered the Indian market in 2004 with the vision to touch every woman with color. Today it is the fastest growing color cosmetics brand in the country. Spread across more than 600 outlets in the traditional markets, Colorbar is quick to launch both color and product trends. It introduced the concept of pop-up stores or retail kiosks in the country, thus creating a route to launch itself at multiple retail touch points, in both urban metros as well as Tier 2 cities, exposing the brand to a larger spectrum of consumers. Objective: Colorbar is known to have a strong understanding of the pulse of the market and is constantly looking for need gaps to launch innovative product solutions. The brand has a strong portfolio in its four categories. Colorbar decided to launch the fifth category to fill a growing need in the market. Challenge: In early 2012, the Colorbar in-house research team came across a unique finding. The traditional Indian market was flooded with all kinds of Makeup

accessories with many players selling makeup brushes and tools. Eye shadows, blushers and compacts sold in the market almost always came along with applicators. But as experienced cosmetic users one could easily conclude that these applicators did not have the right functionality and would not do justice to the application of the product. Secondly, none of the players in the market were educating consumers on the importance of hygiene in products. Colorbar knew there was a growing need for accessories and dissemination of knowledge about them. It was a challenge to come up with a solution that addressed both these gaps in the market.

Execution: The execution began with a need gap analysis. The Colorbar team brainstormed, detailed out a research plan and started with extensive secondary research wherein they studied and evaluated all the makeup accessories available in the market. The team then conducted primary research amongst 35 internal consumers to understand the attitude of Indian women towards usage of makeup applicators. The study successfully confirmed their findings. Primarily done across a consumer profile of urban working professionals in the age groups of early 20s to early 30s, the research showed up some interesting results: Research Findings â&#x20AC;˘ Most women were keen to achieve the glamorous looks in magazines and television shows, but lacked the know-how to achieve it. While most beauty tutorials discussed the kinds of color palettes and products to use, the application of the same was not always available to them or explained in an easy-to-do manner. â&#x20AC;˘ The study also showed that most women were keen to experiment with different colors and styles in

Pitch | January 2014

of 300 Beauty Advisors to test the same with them. As per the feedback from the concept testing module, the team not only loved the range, they clearly saw the difference the tools brought about in their makeup application. The tools enabled them to pick the right amount of color and blend their makeup perfectly. They were also able to explore their creativity in eye makeup application with tools like curlers, smudgers, liners and definers. They did not have to use their fingers anymore.

makeup but were often hindered by a lack of knowledge, especially in terms of availability of various types of tools for various needs, their technique, ways to blend, color mixing, application etc •

There was also a need for the demystification of ‘Beauty Tools’ as something that was to be enjoyed as well as flaunted Apart from the focus groups, the brand managers also noticed customer queries on routine store visits where they got to interact with consumers. While the demand for color cosmetics in India had significantly increased, correct usage of the same was still a grey area for many women, and this hindered their ability to try new products. The consumer profiling in stores revealed that women had many questions about the correct techniques to use color cosmetics and were looking for easy- to- use tools that would

Pitch | January 2014

not intimidate them.

The Result: The Colorbar team launched Colorbar Accessories with 21 SKUs ranging from makeup brushes to foundation sponges to perfection tools like tweezers and eye-lash curlers to manicure and pedicure tools in February 2013. The Marketing Concept was unique –“ Beauty Tools for the Makeup loving woman”. The idea behind this line was to focus on both ‘function’ and ‘form’ of the range. The concept evolved from a simple thought - when your makeup looks lovely why your accessories should look so drab. That’s why they were called ‘Beauty Tools’. The look of the range was an extension of the brand DNA – which is color. The makeup brushes had colored pink, orange and red fibers. All the other SKUs also followed the same color palette. The range was used and appreciated by beauty editors and bloggers alike. The retailers extended their support in placing the brand in their outlets and giving it focus inside the shop environment. The team had successfully launched an Accessories range from Colorbar which resonated the brand’s philosophy of color, quality and innovation. Currently Colorbar Accessories range is available at more than 400 outlets in traditional markets, 28 Colorbar Exclusive stores and online portals including the Colorbar website. n -rashi.bisaria@exchange4media.com

While the demand for color cosmetics in India had significantly increased, correct usage of the same was still a grey area

Product Development: Colorbar sources its products and ingredients from foreign suppliers . For the same the team visits Cosmoprof, the biggest expo for color cosmetics, every year. While interacting with the various suppliers, the team came across a beautiful range of makeup accessories that catered exactly to what the team was looking for. The team quickly worked with the suppliers to develop the first cut concepts, picking and working on products that were most needed by the Indian woman. Once the range prototype was ready to be shipped to India, the team called together a panel

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The Dangerous

Tjaco Walvis

Managing Partner of THEY in India

tjaco@they.in @tjacowalvis

Misunderstanding of “BRANDING” B

randing” has often been seen as synonymous with advertising, logo design and packaging – the creative part of marketing. As a result, branding is often thought of as an operational and cosmetic activity. A recent Gartner study indicates that in 2013, American companies spent around 10% of their revenues on marketing and advertising. Indian companies would spend similar amounts, with large FMCG companies like Hindustan Unilever spending around 12%. In sharp contrast, such spending is relatively low for iconic and extremely valuable brands like Google (1.8%), IBM (1.2%) and Apple (less than 1%). In fact, a company like Apple was never a heavy advertising spender throughout its history and hence appears to have not engaged much in “branding”. Does this mean “branding” has just a small role to play in building successful, valuable companies? Or should we change what we mean by “branding” and look at the process in a different way?

It is fair to say that the creative marketing disciplines have always had a large potential role to play in improving the success of companies, ever since advertising became an “industry” in the 1920s in the US. Yet since then, the way we think about what company success is, has changed quite fundamentally. It is no longer just about increasing sales or brand awareness. Over the last 30 years, the central focus of CEO’s and CFO’s around the world has become to improve the cash flow based value of a company. And the marketing profession, let alone the creative disciplines within

Apple was never a heavy advertising spender throughout its history and hence appears to have not engaged much in “branding” it, have not found a convincing answer to the question how it contributes to it. As a result, in many cases the creative disciplines have become too far removed from the CEO to add real value, and have often become misunderstood and misused. At the same time, there is little doubt that strong brands have tremendous financial value. Academic research as well

Pitch | January 2014

as the work of companies like BrandFinance and Interbrand has made this clear. The stock prices of strong brands tend to outperform those of weaker rivals in the same industry, for example. To reconcile the strategic value of brands with the operational image of the disciplines helping to build them, we must stop defining “branding” by the means it employs (advertising, design, packaging, etc.). This disqualifies it from the boardroom, because the link between the value of the company and the quality of a logo or advertising campaign is too large. Instead, branding should be defined in terms of its objectives (contribute to value creation), with appropriate approaches, and the role of the creative disciplines should be derived from that. Many iconic brands have been built around a coherent philosophy about the contribution of the company to society beyond making money, and the beliefs it holds dear. Companies like Disney, Tata and Apple define their primary objectives not in terms of profits in perusing a valuable purpose, like: “to bring happiness to the millions” (Disney). Essentially, vowing to make a long-standing contribution to society is in line with rule #1 of marketing, namely taking the needs of customers and other groups as foundational for everything the brand does. However, iconic brands often actually believe in their own philosophy. And the spirit of really believing in making a contribution to the world and taking customer needs central because that is good marketing, are often very different. One of the critical roles for CEO’s in such companies is therefore to align the entire organization around their philosophy and string the philosophy seamlessly with the strategy, the operations and the value capture process (i.e. the way its contribution to society is converted into attractive cash flows for the company). People like Ratan Tata, Walt Disney, Howard Schultz and Steve Jobs tirelessly worked to articulate their philosophy and build their companies around it. They created and strengthened a value creation value chain, seamlessly linking philosophy, strategy, operations and value capture together in a coherent system. The potential role of the creative disciplines in this is huge. Creative people can help com-

Pitch | January 2014

panies articulate their philosophies and express them in ways that touch the hearts, minds and memories of the millions of employees, customers, suppliers, investors and members of surrounding communities the company depends on. They can help develop an identity and design style that expresses the intangible philosophy in a recognizable and useful form. They can bring the philosophy to life in the architecture of offices and outlets, packaging, new brand naming, online interaction platforms. Creatives can make sure that what the company stands for is expressed consistently and with impact, where and when ever people come in contact with the brand. They can support the value creation process, by developing long-term communication programs and projects around the company’s value levers - the factors with the highest positive impact on the financial value of the company. Thus, branding becomes an integral part of the company’s strategic agenda to create long-term value. In a world in which value creation has become the central mantra of companies, it no longer makes sense to equate “branding” with advertising, logo’s, design, packaging, interaction development, etc. Branding is the strategic application of the creative professions to express and project the company’s philosophy and support the key drivers of long-term value. We should change our conception of what branding is. Only then can branding contribute to building a new generation of iconic brands and effectively support the ones that have already reached that status. The views expressed here are of the author alone, and do not necessarily reflect the views of Pitch

Creative marketing disciplines have always had a large potential role to play in improving the success of companies

Branding should be defined in terms of its objectives, with appropriate approaches, and the role of the creative disciplines should be derived from that 93

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Six Strategic Marketing Lessons from Arvind Kejriwal and Aam Aadmi Party Book Mehraj Dube

Associate Editor, NDTV India

rvind Kejriwal’s David Vs Goliath battle to win in the Indian politics may have well been attributed to an anti-congress wave or the fatigue among the middle class with a persistent corruption problem, however Kejriwal’s branding of himself and his party has also significantly contributed to his success. Counting below some strategic marketing lessons any one can make use of. 1. Differentiate and keep differentiating In his winner’s interview to Barkha Dutt on NDTV, Kejriwal was almost rude and abrupt when he cut her sentence off midway saying “we are not building a party”. Ms Dutt had asked him if he would go to the national stage in the coming months and build his party across the country. Kejriwal from day one has been advertising his party as a movement despite having registered it as a political party. This is his differentiation strategy that cut through the clutter of political news and delivered the message. Kejriwal calls himself a Co-ordinator and not President. His brand philosophy has been to inspire his followers to take the ownership and he has stood by that promise day by day. Since the days of Anna’s fast and later when launching a political party, Kejriwal has found every opportunity to declare he and his party are different than others and made the most of it. When he went to a Delhi village to cut down an electricity connection as a disobedience protest against high tarrif, Keriwal convinced his voters that his was

a different fight. In fact, that is where he converted one of his youngest winning candidates from Deoli, who quit his MNC job to fight the election with AAP and won beating one of the oldest sitting MLAs in Delhi. 2. Choose your symbols carefully AamAdmi Party’s election symbol, the broom (Jhadu) has been very successfully utilized in delivering his anti-

Kejriwal’s branding of himself and his party has significantly contributed to his success corruption message. It is tough to find an election symbol these days as the Election Commission only can approve it with a certain check but having won a symbol like jhadu matched AAP’s slogan of cleaning the corrupt system. Later newspaper headlines repeated it saying “ AAP ka Jhadu Chala”… people waving brooms outside his office on counting day was again a powerful and low cost marketing tool in use. Anna topi was another symbol that Ke-

Pitch | January 2014

jriwal refused to let go after his split with Anna, though he changed the print on the cap to “Mein aam admi hoon” ( I am a common man) from earlier Mein Bhi Anna (I am Anna). In a crowd of television guests on news channels AAP speakers were expected to wear the cap to stand out and they successfully implemented it. The party name Aam Aadmi Party too has hit where Kejriwal wanted it to. Earlier Atal Bihari Vajpayee had used his party’s symbol “lotus” in his speeches as a symbol

to Muslims), or one class of professionals ( BJP to traders) or an income group, Kejriwal made every other person feel like an Aam Aadmi with his anti-corruption stand. He didn’t get tired of repeating his message endlessly on how Aam Aadmi Party could become a voice of every “achcha aadmi” (good man). His message was very clear and his target narrowed down to “clean men”enabled him to garner support from every corner of the town. 4. Live your brand One could easily compare Kejriwal’s dressing sense with that of Shah Rukh Khan. He knows exactly what he wants to wear and how. A retired IRS officer may well wear a jacket or a suit once in a while but Kejriwal will rather wear an old fading sweater (with his shirt’s collars half out half in). His interview locations at home or in office and his car Wagon R are all part of his message that he is an aam admi. He would never leave an opportunity to tell on camera about his diabetes and prove that he is striving to do something greater than what a common man has so far achieved.

Kejriwal calls himself a Co-ordinator and not President. His brand philosophy has been to inspire his followers to take the ownership and he has stood by that promise day by day

5. Sing aloud about your promise… Every brand promises something and a strong brand should remind you of that promise every time you see it. Arvind Kejriwal’s speeches and quotes carry the weight of his promise. He is leading people to believe he will fight against corruption and he does not stop mentioning it every minute.

of awakening and rising( as a lotus blossoms with sunrise). He used to say”AndheraHatega, SoorajUgega, Kamal Khilega” (Darkness will go, Sun will rise and Lotus will bloom). 3. Narrow it down Narrowing down your product to target the specific customer group has been an old and proven lesson in the marketing world. This much followed marketing strategy is well utilized by Kejriwal with a success in Delhi’s political space. Instead of focusing on one religious group(SP, Congress

Pitch | January 2014

6. “Pitching is old, Narrating is new” Kejriwal has kept his promise noble and ethical. The brands world over are striving to do just that. Tata Steel talks about values greater than steel and Dove talks more about softer skin and not how fairer it can be. Among the leading political parties the crowd of Netas has often confused the voter but Kejriwal’s AAP has rather helped them to make a simple and straight choice. AAP’s story is perhaps the simplest of them all. Kejriwal has written it carefully. Mehraj Dube is Associate Editor with NDTV India. The views expressed here are his personal. The views expressed here are of the author alone, and do not necessarily reflect the views of Pitch

Narrowing down your product to target the specific customer group has been an old and proven lesson in the marketing world 95

CASE STUDY: VESPA

VESPA Revamps Scooter : Road-to-Ramp Journey The rebirth of Vespa as a trendsetter that created a buzz among Indian youth By Kanika Mehrotra Case Study: Vespa Agency: Mediacom Background: Once upon a time, the Indian scooter market was ruled by giants like Honda and TVS with more than 70% market share between them. The market was defined by only one parameter– eﬃciency. Over the years, all scooter brands have looked the same to the consumer. Most of them sold the promise of a regular, mileage heavy, value for money vehicle. Scooters were a routine purchase and didn’t need too much thinking. Challenge: Scooters and style could be used as antonyms till a year back. Vespa decided to change this perception. To achieve this, it targeted the most capricious set of consumers any brand could take on- the youth. It was a tough task, as scooters in India did not have a relationship with their owners; they were perceived as functional two wheelers and nothing more. Moreover, Vespa came with 30% premium, yet another possible deterrent. But Vespa took the brave plunge.

Vespa was projected as an individual’s style statement thus establishing Vespa as a new trend among the Indian youth

Execution: The brand came enthused with a powerful consumer insight“The youth of India connect with products that reﬂect their personality”. Vespa was projected not as a mode

Pitch | January 2014

The brand introduced the Vespa ideology, and started a highly interactive and interesting Facebook contest called ‘once upon a Vespa.’

of transportation but as an individual’s style statement thus establishing Vespa as a new trend amongst the Indian Youth. The brand introduced the Vespa ideology, and started a highly interactive and interesting Facebook contest called ‘once upon a Vespa.’ Participants were asked questions about Vespa’s history, which invariably led to a lot of knowledge sharing about the brand. VESPA was revealed at an extravagant fashion show. The unveiling of Vespa at a fashion show associated VESPA with fashion and lifestyle. The mast head of leading city editions of a national daily were renamed FASH-

Pitch | January 2014

ION TIMES for a day to take the Vespa story forward. Vespa chose placement integrations and photo shoots across leading lifestyle magazines over regular advertisements. Another step taken by VESPA was collaboration with MTV. MTV and VESPA formed INDIA’S FIRST MOD CLUB firmly establishing Vespa as a trendy brand. The “MTV MOD CLUB, are you MOD” campaign got people to write why they thought they were mod Result: • Vespa’s Total Awareness reached a whopping 67 % within a year of

the launch, a milestone in itself. (Source: Nielsen) • More than 3400 fans generated content for the MOD CLUB. • According to a research conducted by Nielsen 68% of the Vespa consumers displayed repurchase intentions. • Vespa’s India Facebook page attracted 350,000 FANS. • 70000 + youths engaged through collegwe activations & music fest. • 80 % of consumers were youth, below 30 years of age, exactly the kind of consumers they wanted. n -kanika.mehrotra@exchange4media.com

COLUMN

The impact of an

Experience… Yamini Singh

Senior Editor, Everything Experiential

yamini911@gmail.com

Experiential marketing is having a big moment globally. It is a buzzword right now

hen I first began my research on the subject of ‘experiential marketing’ there was a lot of confusion in my head. What is the need for experiential marketing? How does a brand establish whether it should explore experiential marketing or not? In what ways is it differentiated from abovethe-line marketing mediums? Questions such as these were several and inscrutable. And so I approached a friend, a veteran in the advertising industry who broke it down for me into this super simplified explanation that I am sharing with you today. He said- there is a brand and it sees a hundred people of which only three constitute its target group. Now, it wants to drench its target group with water, the water being symbolic to the brand’s marketing budget. Traditionally the brand would douse the entire crowd of hundred hoping to reach its target group of three in order to get them wet. But in the process the brand was wasting a lot of water and the three people it was targeting only got partially wet therefore dried off fast. But then someone thought of an ingenious plan of taking a water gun and going to the three people and squirting them individually. Through this method not only was the brand able to conserve water but also made a long-lasting impression on the target group. And thus the need for experiential marketing first came about. Experiential marketing is having a

big moment globally. It is a buzzword right now. There’s a lot of discussion around it and you hear marketers talk about it all the time. I edit a magazine focussed at the spectrum of experiential marketing within India and as a result interact with several marketers and experience curators on the subject. But to be honest, from my humble understanding of the realm,

I have come to realize that a lot of these people don’t really understand the power of experiential marketing as a tool. Most marketers indulge in it just because it’s a global trend and they do not want to fall behind in the race. It is still looked at as a secondary or tertiary medium of advertising where the budgets are not deﬁned and often limited. When they do consider it, every-

Pitch | January 2014

one wants a pop-up shop in a mall and everyone wants to do activation at a cool music festival, but sadly in the process most marketers overlook the signiﬁcance of substantive content and the output they are bargaining for. The one major thing that a brand must identify before it sets out to run an experiential campaign is whether they need it or not. There may be several factors that determine if it makes sense for them. For example, a luxury automobile company has a very niche market therefore experiential marketing may help target the consumer with the desired purchasing power. Similarly food and beverage brands would like their consumers to sample their product and build loyalists by creating an instant need. For instance, I believe Red Bull tastes very much like the cough syrup I resisted as a child but because the brand runs great experiential campaigns it is rated as one of the forerunners amongst its competitors. Alcohol brands have restrictions on advertising therefore they need to adopt clever tactics and alternative mediums for marketing. Similarly, there are several other criterion that can determine whether an experiential campaign may work or not. The next steps are to establish a clear connect with the brand’s philosophy, package the content intelligent-

ly and then deliver it in a non-pushy, engaging manner. The most effective form of advertising will always be word-of-mouth and by providing a memorable experience a brand is essentially transforming a customer into its custodian. I remember this party I attended last year thrown by Ciroc Vodka, perhaps the best time I’ve ever had. When I asked the organizers how they justified the budget for such a lavish party I was told it was organized at half the cost of what they would have spent on a full page advertisement published in a national magazine, one single time. We may flip through heaps of magazines or pass-by innumerable hoardings on a daily basis, but how many do we really remember? An experience lingers. An experience is shared. An experience has the power to convert first-time customers into life-long loyalists. The views expressed here are of the author alone, and do not necessarily reflect the views of Pitch

Pitch | January 2014

The most effective form of advertising will always be wordof-mouth and by providing a memorable experience a brand is essentially transforming a customer into its custodian 99

COLUMN

Jaimit Doshi

Head of Marketing, Kotak Securities

jamit.doshi@kotak.com

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half” - John Wanamaker

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Social media and financial institutions I

n data we trust. The traditional financial services professional has grown up seeing and trusting data all around him. The haughty product expert would run millions of simulations on a product and move the offering by a single basis point to humble the marketing executive who would only be left to quote the words of John Wanamaker “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”. There went half the marketing budget and the marketing department was left figuring which half. Typically that was the media plan. The second part of the problem was the staid nature of the beast where a substantial part of the product was regulated and of what little that could be tweaked was dictated by macroeconomics. This left the industry with a range of similar product offerings and a customer with all the choice he wanted as long as it was black’. With the advent of the digital revolution along with regulatory reform, two huge forces were unleashed on the industry. With a plethora of choice and a voice, the consumer started to talk and the firms were forced to listen. The banks woke up with a rude shock when they realized that information spreads fast and with a business model built solely on trust – even a small casual tweet or a post can blow out of proportions causing a run on the bank. With hate groups and online complaint

forums coming up, people could not only vent but could also be much better informed about potential fine print disasters. Forums / search results and digital opinions forced the banks to

Pitch | January 2014

be online and social. The responsibility was twofold – to listen carefully & respond and to create forums of affection (company owned or curated) so as to balance the game. While the banks adopted the digital media and especially the social media, they came across a new opportunity that was almost thrust upon them-Data. Suddenly the marketing professional in the sector is able to stand up and declare that he has identified the 50% wastage; and with corrective action – the same could constantly be reduced. To understand why the financial services are suddenly so sexy in digital, it is important to understand the characteristics that define them online. The first – we are able to capture a lead online and fulfill them. Hence unlike possibly an FMCG product we don’t just measure increase in intention to purchase but we actually capture lead and

hence track each individual purchase. Second – the consumer is not only known but is uniquely identified to us thanks to the clear Know Your Customer (KYC) norms. And the last – Lift Time Value – Only 50% of the product offerings (i.e. loans) are similar to one off purchases. The rest are services like banking and investments which allow for a large repeat usage across the lifecycle making it extremely profitable for the firm to solicit and service digitally. Hence three ROIs have developed in measuring social media interactions. The first is the straight forward – lead based ROI. We find that the same, while lagging behind the traditional ad words model, is rapidly sinking the difference with better targeting options and analytics. A year back social acquisition was at 3 times the average with a max threshold of 10% of total lead volume. We expect the two to converge in about a year or so in terms of costs and are yet to test the scale of volume. The second ROI comes from listening and is hard to measure - the best ideas come from listening to customers who are forthcoming about their opinion on your product or services. Our every release is normally greeted with enough and more comments that help shape our product strategy. The third ROI is still at a nascent stage – that of reaching out to each unique customer on a social platform (think Custom Audiences or GDN retargeting) in a bid to cross sell or upsell services. Of course it’s not that we don’t enjoy putting all those videos online and that we don’t enjoy the conversations that follow. But putting a ROI number on these interactions puts us closer to the business end of the spectrum. This transforms a cost center to a business centric department responsible for its own P/L. But the only thing we haven’t figured out is the correlation between number of fans / followers and ROI. It doesn’t just seem to add up to any number, and hence possibly that stands lest exploited. After all – we have a 50% number to reduce. 

To understand why the financial services are suddenly so sexy in digital, it is important to understand the characteristics that define them online

The views expressed here are of the author alone, and do not necessarily reflect the views of Pitch

Pitch | January 2014

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COLUMN INTERVIEW VIMAL SUMBLY

“

The Indian market for premium motorcycles is still developing

“

he iconic British brand of motorcycles Triumph has finally launched for commercial sale in India. It was a long wait for motorbike enthusiasts who had waited for this legendary brand to enter India. Established in 1902, the brand has launched 10 models in India in the following categories namely Classic, Roadster, Adventure, Cruiser and Super sports. The much sought after line-up includes; Bonneville and Bonneville T100, Speed triple, Rocket III roadster, Street Tripple, the café racer Thruxton, Tiger 800 XC and Tiger explorer, Thunderbird Storm and Daytona 675R. As Managing Director of Triumph India Vimal Sumbly is all set to lead the brand on Indian shores. Devansh Sharma of Pitch quizzed him about the market of premium motorbikes, expectations from the Indian market and the strategy the brand would adopt in the coming months. What was the anticipation like among consumers before Triumph launched in India? How much interest have people shown after the launch? Triumph is an iconic brand with a legacy of its own. In fact, Triumph motorcycles have been burning the tarmac on the silver screen with some of the most iconic stars on the planet riding them. Prior to the launch our social media pages were buzzing with fans posting queries about the launch. Auto media was buzzing with speculative stories on pricing and models. People had been eagerly waiting for the launch in India and now that we are here our aim is to give the brand lovers not just a product but an overall experience they deserve, from a globally renowned brand like Triumph. With state of the art service along with the

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international standard of our dealerships we are certain our brand loyalists will get a great brand experience. What will be the marketing strategy of Triumph in 2014? What marketing channels will you use in the near future? Phase I of our strategy would be to align our presence across strategic locations where we are assured to gain competitive advantage and generate strong brand eminence. Consistency in sales and unparalleled after-sales services will form the cornerstone of our market and brand strategy. We will be making conscious efforts to provide Indian customers everything from genuine parts, unrivaled after-sales services, to bona fide Triumph merchandise and accessories, through our dealerships. Currently our focus is digital and social media marketing, where our brand is seeing some fantastic response. It will be a little premature to comment on other marketing channels, however, we have a lot of exciting plans. The next few months will be very engaging for our consumers.

Phase I of our strategy would be to align our presence across strategic locations

During the last four years, major international players like Suzuki, Harley Davidson, KTM Hyosung, Ducati, BMW, Honda and now Triumph have entered the Indian Market of premium motorcycles. With the number of brands and options available in the premium motorcycle segment increasing with time, will it increase the share of premium motorcycles in the overall auto market of India? The current Indian market for premium motorcycles is still developing. The changing customer profile , double income families, growth in infrastructure in the country and people looking for premium products and experiences, has led to growth in this segment. It is the perfect time for any premium brand to establish its foothold here. Triumph has entered the Indian market with iconic models in all major motorcycle categories such as Classics, Roadsters, Adventure, Cruisers and Supersports. We have srengthened the entire premium bike category. We see our brand as well as the premium motorcycle industry growing steadily over the next few years. What is the market share of premium motorcycles in India? Sales growth rates for motorcycles with engine capacities of more than 300cc—which includes both high and midrange bikes—are zooming ahead of small-size competitors. Sales of midsize and large motorcycles surged nearly 60% in the seven months before

We see our brand as well as the premium motorcycle industry growing steadily

October. With an increasing number of Indians climbing up the social ladder, high-end motorcycles will have an increasingly large share in India’s 10 million-motorcycle-a-year market. Are you targeting new consumers or targeting the existing premium motorcycle market? The customer base in India is growing. Of course consumers from existing premier motorcycle brands would like to migrate to Triumph since we not only have an exciting line up but are also strongly focused on after-sales service and a hassle-free owner experience. With the attractive pricing and soonto-be-announced financial tie-ups Triumph will also make it easier for first time buyers to get home their very own dream machine. What reasons are encouraging premium motorcycle brands to go retro? Retro is here to stay. An iconic brand like Triumph with its long lasting 104 year old pedigree will always be in fashion. Our aim is to provide our enthusiasts with motorcycles that not only look good in a garage but are also built for performance on the road.  -devansh.sharma@exchange4media.com

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COLUMN

The Digital Trendsetter’s Play Book Prabhu Kannan

Director Commerce & Innovation, SapientNitro

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lobally, it is that time of the year when every one is focused on vacations, Christmas, Black Friday, Cyber Monday, or Super Saturday. In India, we focus on equivalents in OMG! Sale or GOSF (Great Online Shopping Festival by Google). Anticonsumerism groups focus on “Buy Nothing Day”. No matter what market, industry, geography, pro or anti-consumer group we belong to, all of us focus on one other favorite pass time, i.e. Trends – either keeping an eye on themor putting a little bit of imagination to good use to create one. Interestingly, there is a trend in the naming convention of these reports – “7 trends to watch out”, “12 things that will redefine blah” etc. In fact, the newest kid on the block is a trend report titled ‘Trends that need to die”. Do these trend predictions really serve any purpose especially when it comes to digital? They sure do. Propagate herd mentality!! Brands spend enormous amount of time, effort and money to ensure that they are also running the race albeit by not being sure of the end goal. Needless to say, this results in disenchantment. I suggest we take a leaf out of some of the most innovative companies. One of the striking aspects you will notice is that the top innovators are not top spenders on innovation. What differentiates them is that at the ideation stage, they have the ability to gain insights into customer needs and an understanding of the potential relevance of emerging technologies. And, the funny thing about emerging tech-

I see only one option for the brands when it comes to the Digital space – be the trendsetter nologies is that there are no experts around. If Malcolm Gladwell’s assertion that it takes ten thousand hours to master something is true, then how many experts can you find in emerging technologies? Focusing on trends based on the popular trend reports is not going to help and there are no experts around to hand you a playbook. So, what should the brands do? I see only one option for the brands when it comes to the Digital space – be the trendsetter. It requires a startup like mindset and does not necessarily mean spending big or mindlessly on trends. Here is my playbook for becoming a trendsetter: Explore, Explore, Explore: One of the

and com-

Pitch | January 2014

mon characteristics that you will find in brands that have differentiated themselves using Digital is their willingness to explore newer ideas, technologies and approaches. I believe to meaningfully engage consumers; brands need to weave creativity, insights and technologies together in unique ways. One of our clients came to us with a few interesting questions such as - Where do people enter the baby section? Are smartphones cannibalizing my in-store sales? We identified variety of fit for purpose sensors, anchored to people, places and things and deployed a bespoke application on research participant’s mobile devices to collect data and established the truth through a specific model we developed. For Vail Resorts, a premier mountain resort company, we developed a groundbreaking online and mobile ap-

plication that allowed guests to capture their ski and ride experience using RFID technology embedded in the ski pass. We captured guests’ lift rides; vertical heights scaled and calculated their ‘epic’ ski days and made them available in their ‘epic mix’ accounts so that they can share. In both the cases, brands were willing to explore and with us pushed the boundaries of technology on the basis of hypotheses and insights to deliver better experiences. Think big, start small: Conduct numerous small experiments over placing a few large bets. Digital enables short marketing experiments, frequent feedback, ability to measure and react to changing conditions and expectations. Digital marketing calendars/plans should welcome and plan for change. Don’t be afraid to fail; just don’t fail the same way twice. Some of the most innovative and effective campaigns are done in a hurry. Be paranoid: Only the paranoid will survive in a world where everything is being disrupted. Did Microsoft really believe Kinect is going to redefine the way humans and computers interact when they started out? They were probably paranoid about Nintendo taking over the gaming space and started experimenting with the natural and invisible interfaces. Today, Kinect is being used in ways initially not imagined and delivering immersive experiences. Be paranoid about your customers stated and unstated needs, your competitors leveraging digital technologies, your business being disrupted by new models. And, of course, act on your paranoia. In conclusion, do read all the trends reports to know what is going on around you but dare to question everything. All experiments begin with a doubt! And, don’t forget to expand your toy box – no single technology, trend or approach has the silver bullet. bullet.

Digital enables short marketing experiments, frequent feedback, ability to measure and react to changing conditions and expectations

Be paranoid about your customers stated and unstated needs, your competitors leveraging digital technologies, your business being disrupted by new models

The views expressed here are of the author alone, and do not necessarily reflect the views of Pitch

Pitch | January 2014

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Spot TV Network A boon for Brands

ndia has the second largest TV viewership in the world and television is the largest medium available to reach out to a mass audience spread over a large strata of society. But Cable TV viewership has been largely unorganised. The audience is highly fragmented posing a challenge for advertisers. Surewaves is a revolutionary media

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convergence company that is mapping, aggregating and consolidating audiences across diverse consumption markets and consumers for cable television advertising across India, through information, technology and knowledge tools. SureWavesâ&#x20AC;&#x2122; marks the beginning of an era where markets, media and consumption converge to deliver un-

precedented growth for brands in India. Rashi Bisaria of Pitch spoke to Raj Khare, Founder and CMD, SureWaves about how they are bringing about the convergence. What is SureWaves Spot TV Network and what is its specialty? How has it expanded its reach to the whole of India? Spot TV as a concept refers to the form of advertising in which advertisers select their target markets and do selective advertising in the television channels that are locally broadcast in those markets to fit their marketing needs. In a way, it is similar to the use of spot lights on a stage which allow only a part of the stage to be lit differently. Typically, in very large countries such as India or USA, market characteristics vary drastically across the length and breadth of

Pitch | January 2014

INTERVIEW RAJ KHARE the country due to variations in factors such as language, culture, climate, terrain, historical evolution or economics. Hence, large national advertisers who sell their products / services across the country or to a large part need to communicate differently with audiences in different parts of the country which behave as distinct markets. These distinct markets, also called Designated Market Areas (DMAs) form the basis for Spot TV advertising. Cable TV channels, also known as ‘Cable Regional’, are locally broadcast by Cable MSOs in all parts of India and are highly popular across all socio-economic classes in their respective regions due to the local and contextual content they provide to their audiences. However, large national advertisers were unable to tap the huge viewership of Cable Regional due to difficulties in buying inventory from multiple small channels and lack of accountability as the advertisements aired in these geographically distributed channels could not be effectively monitored from a central location. SureWaves Spot TV Network is a connected network of local Cable TV channels across the country. It solves the problems of accountability and fragmentation through use of innovative technology to allow large national advertisers in India to not only tap into the huge viewership of Cable Regional category but also use the choice of distinct markets to maximize the impact and the returns from their investments. SureWaves Spot TV Network was launched in October 2010 starting with just a few channels and since then it has grown to include more than 280 local cable TV channels that reach out to 80M+ House Holds across all 28 states in India making it one of the largest connected Television Networks anywhere in the world. SureWaves is revolutionizing television advertising. Can you explain how that is being done? At the heart of the technology is the ‘SureWaves Media Grid’ – A cloud based scalable platform that allows instant ac-

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cess to multiple TV channels, filter them based on geography and genre, check on available inventories and schedule commercials. The grid also provides telecast reports and access to video archives of commercial breaks almost in real-time for each of the spots across all channels with time stamps. SureWaves Media Grid works in conjunction with edge devices called ‘SureWaves MediaStation’ that reside in respective TV channel studios. Technology allows not only the capability of centralized delivery, scheduling and monitoring of advertisements but also integrates with industry standard tools to enable effective campaign evaluations to seamlessly integrate with media planning process.

Television is the leading advertising medium for a vast number of advertisers and accounts for 40 per cent to 50 per cent of the overall ad-spend in most parts of the world. With close to 800 Satellite TV channels in India, the audience is highly fragmented and

SureWaves Spot TV Network solves the problems of accountability and fragmentation through use of innovative technology 107

INTERVIEW RAJ KHARE reaching them in a cost effective manner is getting difficult. The phenomenon of media fragmentations is only increasing day by day as more television channels are expected to get launched post the digitization of cable TV which would allow more channels to be carried to homes. In this emerging scenario, SureWaves technology is a solution for the large scale media fragmentation whereby people watch what they like through the growing number of niche and regional channels of their choice and yet SureWaves technology makes it possible for the advertisers to reach out to them irrespective of what they are watching. This is truly a revolutionary concept in the realm of television. Further, SureWaves technology makes it possible to easily buy inventory from multiple channels on a market by market basis and thus achieve a sharp targeting capability through a completely connected network on television for greater efficiencies and effectiveness. The ability to do real-time monitoring of advertisements and having online access to video archives of commercial breaks is also new and is sure to raise the bar in television advertising. The main stream medium of television which hitherto may have been perceived as traditional in some sense, is now imbibing the smartness of new generation digital media like the internet and mobile. The brand has filed over 30 technology patents in such a short period of time. What is this robust business model you are following ? SureWaves team has been working on this technology for sufficiently long period over the last 4-5 years. We were an early bird to embark on this path and hence had the advantage of doing some pioneering work which has resulted in creation of valuable portfolio of intellectual property. Robustness of the business model derives from the significant value that we bring to both our clients and partners. Top national advertisers / media buying agencies who are our clients see signifi-

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cant value in the power of SureWaves network as the combined viewership of the SureWaves network is now comparable to the top 4-5 GECs and it is amongst the top 5 mass media vehicles in the country. Further, SureWaves Spot TV Network for the first time offers the choice of distinct markets that can be precisely targeted. In the days to come, when TRAI restrictions of 10+2 minutes of commercial time per hour become the norm, inventories will begin to dry up on the top 4-5 satellite GEC channels that are able to deliver the desired GRPs, advertisers will increasingly find tremendous value in the SureWaves Spot TV Network which not only delivers top GRPs but also allows market by market

The audience is highly fragmented and reaching them in a cost effective manner is getting difficult customizations like never before. Our television channel partners too find the SureWaves value proposition very compelling as it opens up a new revenue stream for them from national advertisers which was hitherto closed due to lack of accountability and fragmentation. This is sure to improve the economics of running local broadcast media gradually and steadily which will enable them to invest more on the localized and niche programming to better serve the interest of the audiences. We are happy to be contributing in the value chain for development of local media which is fundamental to improve communication with mass audiences and inclusive all-round growth of the society at large. How do you do real-time data monitoring of ads SureWaves MediaStations are installed

by us at the studios of the partner television channel and the channel feed passes through these devices. These devices are intelligent to perform seamless insertion of centrally scheduled advertisements from the SureWaves Media Grid in the in-coming programming content during the scheduled commercial breaks. The ad-inserted output from these devices gets distributed to the end user homes through the cable network. The SureWaves MediaStations are connected to the SureWaves Media Grid and instantly report back the airing of the spots with accurate time-stamps. They also transmit the video archival of the entire commercial break followed by a small clipping of the channel content. Advertisers / agencies are provided online access to these reports and video archives through web based tools.

Pitch | January 2014

iants of the product in different markets. Consumer Durable and e-Commerce clients particularly like the SureWaves platform for the deep penetration it offers in Tier-2 / Tier-3 towns which are driving the next wave of growth for this category. One of the deodorant brands that was newly launched in the market has used the SureWaves Network very extensively in all markets and has very quickly become the top brand in its category. Similarly, an FMCG company in the category of soaps, which has a regional focus and hence does not use the national satellite channels, has been very effectively been able to use the SureWaves platform to consolidate its top position in the markets it operates in. Several clients are now optimizing their media mix to substitute a good part of the regional satellite budgets with the more cost efficient SureWaves Network and experience significant boost in the effective Reach and Frequency while lowering their CPRPs. What is the future of targeted advertising in India? International trend shows that market-

Which brands have benefited from the different technologies? Can you give some examples? More than 250 brands of top national advertisers from FMCG, Telecom, F&B, Auto, Consumer Durables, e-Commerce and BFSI sectors have been using the SureWaves Spot TV Network. Many of them have been able to very creatively use the power of the single platform and the technology. Some FMCG clients find it very convenient to release a single release order on SureWaves for more than 20 different markets which requires use of multiple variants of the creatives that are customized differently for language, durations and sub-brands. Telecom clients find it very convenient to run circle based advertising where they could be running different promotional offers. One of the F&B clients uses the platform very effectively to promote different var-

Pitch | January 2014

More than 250 brands of top national advertisers have been using the SureWaves Spot TV Network ers and advertisers gravitate towards media which enables superior targeting. In bigger media markets like US, where choice of market wise targeting on television has been available to national advertisers through Spot TV, Spot TV commands more than 20 per cent of the overall television ad spend on account of national advertisers. Now that SureWaves Spot TV Network offers similar capabilities of targeting on a market by market basis, we expect that soon it

will become the main stay for the large national advertisers to use a judicious mix of Spot TV along with satellite TV channels that can offer a large sweep. With respect to the global markets, how is India positioned with respect to targeted advertising? Do you think we are ahead of the others or do we have a long way to go? Eco-system in India is quite different from some of the large global markets. In some of the markets like USA, almost all channels split the time of the day to run 6-8 hours of national satellite broadcast and run localized content on the same channels for the rest of the day. Such a system is very conducive for targeted advertising on television. In India, all satellite channels run their own content 24x7 and also control all of the commercial inventory while the role of the MSO or DTH operators is only to downlink these channels from satellite and retransmit them to the last mile. Hence, MSOs have been running their own 24x7 local cable TV channels in different frequencies. Hitherto, these cable regional channels were effectively not available to the national advertisers. SureWaves Spot TV Network is now making this possible and opening new opportunities for national advertisers for targeted advertising in India. Many global markets are already fully digitized and have advanced Set-top boxes deployed in homes which are opening the possibility of set-top box level targeting in those markets, though it is still in stage of infancy. Indian market is not likely to be ripe for such opportunities as digitization is still in progress and vast majority of homes have only the basic set-top boxes that are not conducive for supporting targeted advertising. In the area of connected television networks for centralized control on scheduling and real-time monitoring of targeted advertising on multiple channels, SureWaves Spot TV Network is ahead of the state of the art in other global markets. ď Ž -rashi.bisaria@exchange4media.com

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The Era of

Big Data Blog FiveThirtyEight.com

Vinish Kathuria

Digital Enthusiast and Evangelist

012 Presidential elections in US, statistician Nate Silver correctly predicts the outcome of elections in all 50 states

vinishk@live.com

H1N1 In 2009 A NEW FLU virus was discovered. Combining elements of the viruses that cause bird flu and swine flu, this new strain, dubbed H1N1, spread quickly. Within weeks, public health agencies around the world feared a terrible pandemic was under way. Some commentators warned of an outbreak on the scale of the 1918 Spanish flu that had infected half a billion people and killed tens of millions. Worse, no vaccine against the new virus was readily available. The only hope

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Big data refers to things one can do at a large scale that cannot be done at a smaller one, to extract new insights or create new forms of value

public health authorities had was to slow its spread. But to do that, they needed to know where it already was. As it happened, a few weeks before the H1N1 virus made headlines, engineers at the Internet giant Google published a remarkable paper in the scientific journal Nature. It created a splash among health officials and computer scientists but was otherwise overlooked. The authors explained how Google could “predict” the spread of the winter flu in the United States, not just nationally, but down to specific regions and even states.

Target (Second-largest discount retailer in US) Angry phone call from a customer “My daughter got this in the mail!” he said. “She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?” The manager didn’t have any idea what the man was talking about. He looked at the mailer. Sure enough, it was addressed to the man’s daughter and contained advertisements for maternity clothing, nursery furniture and pictures of smiling infants. The manager apologized and then called a few days later to apologize again. (Nice customer service, Target.) On the phone, though, the father was somewhat abashed. “I had a talk with my daughter,” he said. “It turns out there’s been some activities in my house I haven’t been completely aware of. She’s due in August. I owe you an apology.” Among the three totally unrelated incidents, can you guess, what the common

Pitch | January 2014

thread is? Yes you are right in all three cases the predictions were based on applying mathematical models to a large amount of data, popularly known as “Big Data” There is no rigorous definition of Big data. Initially the idea was that the volume of information had grown so large that the quantity being examined no longer fit into the memory that computers use for processing, so engineers needed to revamp the tools they used for analyzing it all. That is the origin of new processing technologies like Google’s MapReduce and its open-source equivalent, Hadoop, which came out of Yahoo. These let one manage far larger quantities of data than before. At the same time, because Internet companies could collect vast troves of data and had a burning financial incentive to make sense of them, they became the leading users of the latest processing technologies, superseding offline companies that had, in some cases, decades more experience. One way to think about the issue today —is this: big data refers to things one can do at a large scale that cannot be done at a smaller one, to extract new insights or create new forms of value, in ways that change markets, organizations, the relationship between citizens and governments, and more. But this is just the start. The era of big data challenges the way we live and interact with the world. Most strikingly, society will need to shed some of its obsession for causality in exchange for simple correlations: not knowing why but only what. This overturns centuries of established practices and challenges our most basic understanding of how to make decisions and comprehend reality. At its core, big data is about predictions. Though it is described as part of the branch of computer science called artificial intelligence, and more specifically, an area called machine learning, this characterization is misleading. Big data is not about trying to “teach” a computer to “think” like humans. Instead, it’s about applying math to huge quantities of data in order to infer probabilities: the likelihood that an email message is spam; that the typed letters “teh” are supposed to be “the”; that the trajectory and velocity of a person jaywalking mean he’ll make it across the street in time—the selfdriving car need only slow slightly. The key

Pitch | January 2014

is that these systems perform well because they are fed with lots of data on which to base their predictions. Moreover, the systems are built to improve themselves over time, by keeping a tab on what are the best signals and patterns to look for as more data is fed in. In 2012, GE CEO Jeffrey Immelt announced that the company would commit $1 billion to its analytics and software center over four years. While a sizable amount, it’s a small down payment on what GE envisions as a $30 trillion opportunity by 2030. Using what it believes to be a conservative 1% savings in five sectors that buy its machinery (aviation, power, healthcare, rail, and oil and gas), a GE report estimates the savings from an industrial Internet for these sectors alone could be nearly $300 billion in the next 15 years. Take the aviation industry. A 1% boost in fuel efficiency would put $2 billion a year into airlines’ coffers. From revolutionizing execution of simple tasks like identifying promotions in our mails and showing us relevant advertisement or suggesting friends to us by running algorithm on shared connections to sophisticated tasks like diagnosing predilection to illness or the possibility of person engaging in criminal activity, it can rightly be said that the Era of Big Data has arrived.  The views expressed here are of the author alone, and do not necessarily reflect the views of Pitch

Big data is about applying math to huge quantities of data in order to infer probabilities

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INTERVIEW JOSEPH NISSAN

â&#x20AC;&#x153;

As much as we are aspirational, we are experiential

â&#x20AC;&#x153;

orn from the need for shoes that could withstand both land and water, Crocs has evolved into a brand that today spells both comfort and style while keeping this heritage intact. A range of colourful footwear that are light weight and comfortable while appearing stylish has been the perception this brand has worked hard to build. Seven years after it entered India, Crocs has expanded its presence to reach more than 300 doors at the wholesale level across 20 cities and has a network of more than 35 exclusive stores. Joseph Nissan, as the new General Manager for the brand in India talks to Devansh Sharma about its evolution and plans for the coming year. Some excerpts: In India Crocs was perceived as a monsoon brand for a long time. Are you in the process to change this widely-held perception? Change is a big word. Our heritage is marine- the boat, so we are not going to ignore that, instead we are trying to build around it.

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Pitch | November January 2014 2013

Crocs is a niche and young brand in India. What difference do you see between the Indian and International market? Do you feel that more brand awareness is needed in India? We were born ten years ago. India is a diverse and complex market. Half of the population is young, having a disposable income that they would like to spend on brands. This suggests that India is a potential market. Not just for us, but brand awareness is something that needs to be worked upon consistently. To enhance the brand awareness quotient we have been running digital campaigns in India. Crocs in Asia has a very strong digital presence. So we are trying to leverage this aspect and localize the campaigns for the Indian market. We have to bring it to where it is relevant in the Indian market. Besides we are also focusing on social media. Crocs is also an experiential brand. What initiatives make you experiential? As much as we are aspirational, we are experiential. The consumer activation campaigns launched across the country are some of the initiatives that make us experiential. The response was tremendous; we displayed our collection and people participated in on ground and online contests and won exciting gift hampers from crocs. We want the consumers to experience the comfort and joy of wearing crocs. We are taking steps to engage consumers, be it from the digital standpoint, retail standpoint, mobile standpoint, or a tablet standpoint. It is about 360 degree engagement. We are one of the first to have an app that engages the audience in India and we had a tremendous response. In the end it is the consumer experience which is important. Crocs is all about experiencing fun, color and comfort.

Pitch | November January 2014 2013

Brand awareness is something that needs to be worked upon consistently

Last year we launched the â&#x20AC;&#x2DC;New Crocs New Youâ&#x20AC;&#x2122; a digital Campaign, where people could participate via a mobile application. The innovative app allowed people to click a picture of their outfit to choose the focus color and choose the best pair of CrocsTM to match with what they were wearing. It even allowed people to try it virtually by pointing the phone at their feet. With Crocs Mix&Match mobile app people could choose their favorite pair of CrocsTM and share it with their friends via social networking sites or even purchase it. Participants of the campaign stood a chance to win a makeover worth USD 8,000 in any Asian city of their choice. Besides they could also win a local prize of INR 50,000 cash, a Crocs gift hamper and personal styling tips

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INTERVIEW JOSEPH NISSAN

Youth is at the cutting edge of fashion. If youth finds a brand relevant, it speaks volumes about that brand

from MTV VJ Anusha Dandekar. In your opinion how important is adding new products or innovative products to your portfolio in order to target Indian youth? Youth is at the cutting edge of fashion. If youth finds a brand relevant, it speaks volumes about that brand. To woo the youth it is very important to come up with innovative and fashionable products. So when we focus at 3 or 4 colors, we are trying to activate the consumer. As a part of our consumer activation campaign we visited LSR, New Delhi, IIT-Chennai, IIT-Kharagpur and Punjab Engineering College this year. We are also targeting more trendsetter colleges. What are your marketing plans for

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2014? How are you utilizing conversational data on social media as consumer insights? For 2014 our prime focus would be digital media. Youth is digitally connected. The objective is to tap and retain the consumers. We want the consumers to interact with our brand. To increase that interaction we have occupied a little more top of the mind awareness. We are also looking for a relevant brand ambassador as a part of the programme. So far we have narrowed down on 3 potential celebrities. This year we launched a facebook campaign â&#x20AC;&#x2DC;Run Sailor Runâ&#x20AC;&#x2122; where participants could invite their friends to play, and stood a chance to win a 3-night trip to Singapore. Social media is a platform where brands can become a talking point between

the consumers. We try and keep the conversation humorous, so that it interests and engages consumers. What qualities are you looking for in the brand ambassador for Crocs? We are looking for a face that can engage with us and engage others also. So the face of Crocs will have to be a little more dexterous, with an ability to engage audiences from a 360 degree perspective. He should be able to tap and engage the consumers in the digital space. Most importantly, he has to be aspirational and fun loving, because Crocs is all about fun, comfort and colors. ď Ž -devansh.sharma@exchange4media.com

Pitch | November January 2014 2013

column

Asheesh Sabarwal

Chief Marketing Officer, Pearson India

asheesh.sabarwal@pearson.com

Pitch | January 2014

Education sector: New paradigms of engagement I t isn’t often that a sector sees dramatically new models of engaging its consumers. The education sector today is witnessing this and is a very exciting space to be in. It allows education providers and marketers to engage with learners in multiple ways. While traditional forms of education delivery – print & ink, brick & mortar – continue to be in demand, at the same time, digitization of content and the rapid expansion of Internet & devices has lead to completely new models of education delivery – bits & bytes, web & mobile. In many ways, these are complemen-

tary trends and both need to be encouraged because together they can help us, as a country, to achieve scale in education – something that large countries like ours need with massive numbers of people unable to access education. In addition, the two models give learners the choice to pick and choose the option that they are most comfortable with, have the most access to, and have the most affordability for. Marketers and communicators in this sector have the responsibility to effectively communicate this choice to learners and help them make the right choice.

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column So, let’s look at some numbers. What makes education in India such a big deal? It’s no secret that we are a young nation with roughly half our population under the age of 25. This huge human capital is often referred to as India’s demographic dividend. Unless, of course, we do nothing to educate and guide this young population, in which case it will become a demographic nightmare. Imagine a nation with half a billion youth with no constructive pursuits to put their knowledge and skills behind. Here’s some statistics on reach that traditional and emerging mediums provide us today:

arships & fee concessions, creating multi-acre tech-enabled campuses, exchange programs with foreign institutions, and myriad ways of attracting parent & student attention - participating in education fairs, creating exclusive events, engaging well known public ﬁgures and celebrities. Technology is helping redeﬁne the way learners are consuming education. Online & personalized learning, mobile devices penetration and Massive Open Online Courses (MOOCS) are on a rise. With youth driving the current and future digital consumption, there is an immense opportunity for market-

Be it global schools, private universities, coaching centers, or tutorials – they are working on boosting all 4 Ps of marketing

Brick & mortar reach: Approximately 250 million students in schools and 18 million in colleges Internet reach: Approximately 150 million internet users under the age of 25 years, with college goers becoming a prominent category. Both these learner reach models have to co-exist to provide increased learner cover-

Education sector sees new models of engaging its consumers

age. Importantly, the complementary effect of these models is not just on quantity of learners reached, but also on: • Quality of education content and delivery. • Stretching and adding ﬂexibility to learning hours and place of learning Traditionally, institutes in India banked on good academic record, alumni success and word-of-mouth for their marketing. The boom of private institutions has changed the way this functioned. Be it global schools, private universities, coaching centers, or tutorials – they are working on boosting all 4 Ps of marketing - product, price, place and promotion. Some examples include: niche/specialized courses, ﬁnancial incentives in forms of schol-

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ers to engage with and interact with the target segments on digital platforms using SEO, SEM and social media communities. In all of these exciting developments, a fundamental question that all stakeholders in the sector must work towards answering is: What tangible value are we creating for the learner? There is a need to reinforce the core values that are being imparted at all levels of education and to measure the learning outcomes to assess the impact they have on a student’s life. Only then can we have a truly eﬃcacious learning ecosystem.  The views expressed here are of the author alone, and do not necessarily reﬂect the views of Pitch

Pitch | January 2014

INTERVIEW HARISH BIJOOR

K‘NOW’ Native Advertising

s consumers, we hate being tricked into purchasing items. We hate smart-selling, smooth-talking salesmen, and deals that look tempting on the outside but have no real benefits. As people, we don’t like being fooled and yet most of us are falling into the trap every day. That is how some of us describe native advertising. It’s unleashed on us when we are least expecting it. As internet advertising struggles to get revenue with people becoming guarded about clicking on banner ads, content providers and advertisers are turning to native advertising. Kanika Mehrotra spoke to Harish Bijoor, brand domain specialist of Harish Bijoor Consults to deconstruct “native advertising”.

Pitch | January 2014

It is really wolf in sheep’s clothing advertising. It is soft advertising. It is intelligent advertising

Advertising has become all pervasive in our daily lives and one term that is heard very often today is Native Advertising. How do you define Native Advertising? Here is another jargon from the world of advertising and marketing. Native Advertising is really advertising that is native to the medium it is advertised

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INTERVIEW HARISH BIJOOR upon. Native advertising is surrogate advertising in the electronic mediums that are so popular today. In the physical world, if I am to find an analogy close to it, it would be the advertorial. It is really wolf in sheep’s clothing advertising. It is soft advertising. It is intelligent advertising. When you search out a Pizza place on a search engine like Google, and you find a whole host of cheese advertising along with it, listed as ads, that’s Native Advertising. Native advertising is content and algorithm led. Analytics led. User-analytics led. Is Native advertising an alternative to the overcrowded attention grabbing advertisements of today which can end up irritating the consumer? Yes it is. It is really soft-advertising as opposed to harsh ones. it is all about advertising that is customer focused. It is advertising that is dished out basis an understanding of the customer, rather than a mere slap-dashing of advertising onto the face of hapless customers who are not the target segment at all. Which Brands in India have adopted Native Advertising? Most brands that operate in the space of e-commerce have adopted and adapted to Native Advertising. The net audience in India today consists of 240 million users. This is slated to grow exponentially. As this number multiplies, expect a multiplier effect onto the realm of Native Advertising. How do you see native advertising or marketing developing in the Indian market? I do believe all advertising must learn from Native Advertising. it is time for us to stop saying that we know advertising works, but we don’t know which 50% of it works. It is time for us to peer keenly at the realm of Native Advertising that is focused, custom-made, customer-led and learn

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from it. It is time to look at advertising that is woven into the DNA of the customer. It is woven so deep that it can resonate with the buyer rather than bounce off the buyer’s back. India will lead in this space. India is slated to be a big Internet-led market in the future. The smart-phone is the big killer device ahead, 5G is the killer-channel and content woven into

Are social networking sites intruding into the lives of people as a pretext for advertising? Yes they are are. It is irritating for sure. Advertising that is dished out as promoted tweets on twitter are a pain in the e-butt. The fact remains that nothing is personal anymore. Every social networking site will mine information, co-relate infor-

Most brands that operate in the space of e-commerce have adopted and adapted to Native Advertising. The net audience in India today consists of 240 million users. This is slated to grow exponentially

advertising will be richer and richer. I must throw a Dilbertism out here. Here is a classic Scott Adams liner: in the future, the science of advertising will improve to the point where buying what you see is no longer optional. Native Advertising is trying to create a path to this goal somewhere!

mation, distribute information and finally serve advertising that is Native Advertising at its best. This is the price the hapless consumer pays for enjoying the fruits of social networking convenience, ostensibly free of cost. The cost really is privacy. You pay with your privacy in e-space.

Which sector do you think it can be most beneficial for? I think it can work for all sectors.. It will start with sectors where there is a need and craving for information led decision making. This will then trickle down to categories that don’t need so much information.

How much time would it take consumers to understand that what they are reading or seeing is a part of advertising? Some will see it soon. Some will see it later. Most will see it later than sooner!  -kanika.mehrotra@exchange4media.com

Pitch | January 2014

For more information Log on to: http://www.exchange4media.com/yms2013

Pitch | January 2014

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he biggest challenge for marketers today is to capture the attention of youngsters in the multi-screen era. Connecting with the millennials can prove to be a daunting task as many marketers have discovered the hard way. Pitch Youth Marketing Summit 2013 with its theme of â&#x20AC;&#x153;Connecting with the Millennialsâ&#x20AC;? tried to deconstruct the Indian youth of today with the help of experts and marketing heads of the foremost brands in the country. The discussions revolved around buzzing topics such as digital and experiential marketing, understanding cool and how marketers can adapt to constant cultural shifts in society. The keynote address was delivered by MTV VJ and youth icon, the feisty Anusha Dandekar. A special address by Madhavan Narayanan, senior editor and tech columnist gave an insight into the world of a digital native.

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The summit was followed by the Pitch Youth Marketing Awards which highlights achievements in the field of marketing with respect to youth. The entries were scanned by a distinguished jury and judged through an exhaustive process. After two rounds of discussions the jury chose the best in various categories. The brands with the winning edge had managed to engage with the youth in interesting ways, having set new benchmarks . MTV stole the show by winning six awards, and walked away with the trophy for Pitch Youth Marketing Company of the year. The young and upcoming agency Foxymoron won the Pitch Youth Marketing agency of the year. Here are some glimpses from the Summit and Awards held on Decemeber 18, 2013 in the capital that took the marketing world by storm.

Pitch | January 2014

‘For Today’s Youth Being Cool is Being Real’

he youth can be described as SING, S stands for selfish, I stands for inquisitive, N stands for ‘Nowness’ , a word coined by me right now and G stands for Goldfish. Selfish because for them it is as they want what they want and when they want and being selfish is not at all bad. Young India is inquisitive as they want to know everything that is happening around them. ‘Nowness’ is when they want something, it genuinely means then and at that moment. If you don’t grab their attention in the first 6 seconds, just like the Gold fish they have forgotten you. The previous generations have always blamed the current one for destroying the way they knew the world. Previously, it was TV that was blamed for the erratic behav-

If you have a product and you want to sell it to the youth then you have to be real, make it as realistic as possible and youth sees the real as cool

Keynote Address: Anusha Dandekar; Actor & VJ, MTV

Pitch | January 2014

ior of the youth and now it is the internet. The youth today appreciates the past and it’s appreciated to the extent that it gets recycled. Fashion, music, shows all get recycled. It doesn’t mean that the present generation can’t be original, they are embracing old is gold with a twist to make it relatable to today. The youth today believes in repacking. One word that can be used for Internet is genius as it does not open one window of thought at a time but many windows at one

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“

This is the Age of Cognitive Convenience

“

Rohit Manchanda Founder & CEO, Mandate Consulting, IIPM

time. The youth may be blamed for wasting time being online for long hours. But what knowledge one gains by “googling” about anything and everything is incredible and this makes their general awareness about the world increasingly large and this leads to their acceptance and tolerance of others, cultures and subcultures. I define cool by just being real. The youth tries to be real. I have been able to sustain being a VJ for more than a decade by just being real, as I had promised that I will be what I am and how I am. As MTV’s target audience is ‘SING’ generation I realized that the youth wants to see only what is real” If you

The more time marketers give to the youth, it is more likely that the youth will remain loyal to the brand. They will have time for you only if you have time for them have a product and you want to sell it to the youth then you have to be real, make it as realistic as possible and youth sees the real as cool. Facebook and social media are the best mediums to engage the youth and allow them to be a part of a brand’s process, be it association with a brand ambassador, launch or any new initiative. Marketers should convincingly engage the youth with their brands. The more time marketers give to the youth, it is more likely that the youth will remain loyal to the brand. They will have time for you only if you have time for them. They are living their life on theirown; they don’t want you to live it for them. Small is the new big and easy is the new complicated. If you have understood this then you are already connected with the millennial.

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Special Address: Madhavan Narayanan; Senior Editor & Tech Columnist

he important thing is what the digital natives are up to and where these digital natives arrived from. This has been a gradual process because digital TV multiplied first and then the Internet happened and now things are so chaotic that it helps me to quote Tom Peters, the management guru who said that in this age of change, if you are not confused you are not in touch. So if you are feeling confused about what’s going on among the youth then probably

Pitch | January 2014

you are doing something right. You have to find a way out of something that is trying to create patterns that are dynamic because the days of controlled patterns are gone. Let us look at the emergence from propaganda universe (when there was one-way, single channel communication) to the multi-screen (interactive) universe which will be the topic of discussion today. With hundreds of TV channels and at least 3 or 4 devices, people have various kinds of screens that lead to various kinds of experiences. Smart TVs are arriving faster than you think. Apple TV has been launched in the West and now you have Google TV coming very soon which means that you can surf the Net on TV and watch TV or video on your mobile. So, everybody is doing everything everywhere. One of the key things to remember in this is the emergence of convenience. Everything will be dependent on what I call cognitive convenience. So emails are now possible on any handset. Companies are going in for BYOD (bring your own device) policies that means that you can use your iPhone where they earlier used a Blackberry. But beyond this the screen it is only a device. It’s a physical thing. The real digital native is not in the physical universe but in a virtual universe. Therefore, it is important to probe a bit beyond. It’s very simple. Actually we all are doing it. There

If you are feeling confused about what’s going on among the youth then probably you are doing something right are hundreds and thousands of websites and there are apps on Google play, on iTunes and on iStore. So people are now completely heading into the emerging world where the limiting factor is no longer the access to content. The limiting factor is now the attention and the mobility of attention. It’s no longer about providing people something, it’s about tracking people’s attention in ways which weren’t possible before and ways that weren’t necessary before. In this backdrop, youth need not be a homogeneous entity. Stereotyping is a marketing necessity; the necessity was made a virtue by 20th century technology

Pitch | January 2014

(to help target maximum people). The business of branding was then thriving on assembly line manufacturing and stereotyped mass marketing. We are heading now towards the age of customized manufacturing and increasing multi-targeted advertising. There is nothing better than apps to justify that. On the one hand we talk about Facebook and Google that are big brands and on the other we have small, niche brands that give personalized experiences like Instagram. You record some music in a garage and put it online and you have your niche audience there. So, niche consumption based on personal interest is extremely important in the new emerging universe.

Based on my cultural observations of these kinds, I have four mega trends which should be kept in mind: 1. Variety on steroids: Earlier variety was also a part of offering from “above.” These days it’s all self-service. You can switch off your TV and go to Twitter or go to some niche website or download an app. So, people have got an increasing degree of choice when it comes to media consumption. 2. Identity unbundling: This is the opposite of stereotyping: Unbundling various aspects of a personality is important because Internet these days has made it possible for us to have impulsive behavior on anything that works on the nervous system. 3. Celebration of diversity: Instead of monolithic behavior you have to start celebrating diversity. And how to do it is a big challenge. One important thing it is leading to in the emergence of social media, is interactivity. Coke studio became a brand because of social media. Cultural choices will make the predictability go away and new pockets of culture will be created. 4. Creation of emerging hubs: Twitter is a hub, new technologies and patterns will emerge to define more such hubs.

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Thought Leaders at the Summit Guest of Honour Sarmad Ali,

Managing Director, Marketing & Advertising Sales, Jang Group, Pakistan He is responsible for marketing and advertising sales of all print, electronic and online brands of the group. This includes eight of the country’s leading print titles including Daily Jang & The News. Sarmad has over twenty years experience in marketing, advertising & media management. He has been associated with the Jang Group since 1994 when he joined the group as Executive Director of The News. Under his stewardship In 1997 he took over as the Group’s Executive Director Marketing. In 2006 he was promoted as Managing Director of Group’s Marketing and Advertising Sales function. This portfolio represents 33% of Pakistan’s Adspend Described as of one of Pakistan’s marketing thought leaders, Sarmad has been thrice the President of Marketing Association of Pakistan. In 1999, he was awarded the Marketing Excellence Award for his contribution in the eld of marketing. He has also received the Asian Brand Leadership Award.

Special Address

Tripurari Sharan

Director General, Doordarshan Editor, writer and columnist with more than 25 years of experience in both Indian and international environments, having worked for respected media entities including Reuters, The Economic Times, Business Standard and Hindustan Times after starting out in the Times of India Group. Has covered topics including business, economics, public policy, politics, technology, diplomacy, entertainment and social issues as a correspondent. Well versed with information technology industry, media, Internet, Indian policies, macroeconomics, social trends. Team player with strong people orientation.

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Pitch | January 2014

Jury

Jury Chairperson Agnello Dias, Co-founder & CCO, Taproot India

Avinash Pandey Chief Operating Ofcer, MCCS (India) Pvt. Ltd.

Indranil Gupta Founder-Director & CEO, Brand New Associates Pvt Ltd

K Ramakrishnana President – Marketing Café Coffee Day

Pitch | January 2014

Anup Jain Bata India

Basant Rathore VP - Strategy, Business Development & Brand, Jagran Prakashan Ltd

Jyotsna Makkar CMO, Microsoft India

Papa CJ International Stand-Up, Comedian

Anamika Mehta CEO, Initiative, IPG Mediabrands

Dalveer Singh Head, Experiential Marketing, Dialogue Factory, Group M

Kartik Sharma Managing Partner Maxus

Pratik Mazumder Chief Marketing Ofﬁcer, Times Internet

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Panel Discussion

Challenges of connecting with millennials in a multi-screen era In Discussion with: (L- R) Shiv Bhaskar Dravid (Moderator), Aditya Swamy, Sandeep Aurora, Shubhodip Pal, Sudha Natrajan, Rahul Taneja

Understanding Cool In Discussion with: (L- R) Indranil Gupta (Moderator), Papa CJ, Avinash Pant, Rahul Mishra, Pernia Qureshi

Indian Youth Trends: How marketers can adapt to cultural shifts In Discussion with: (L-R) Samyak Chakrabarty (Moderator), Rajesh Varma, Nikhil Sharma, Avijit Arya, Rajiv Mehta

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Pitch | January 2014

Creating Brand Experiences for the Young In Discussion with: (L-R) Dev Amritesh, Hanneli Slabber, Raghav Subramaniam, Amol Dhillon, Yamini Singh (Moderator)

Marketing mantras from young achievers In Discussion with: (L-R) Ajachi Anthwal (Moderator), Ajay Chaturvedi, Anisha Iyer, Ribhu Mehra

Using digital to woo the youth In Discussion with: (L-R) Upen-Roop-Rai(Moderator), Deepak Taneja, Sharat Dhall, Mohit Hira, Peter Lucas, Ekalavya Bhattacharya

Pitch | January 2014

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SPEAKERS SPEAK

“

It’s a great initiative. Talking, discussing about how marketers can connect with the youth is great. The agenda of the summit was very robust and it had an extremely great line-up of speakers. The forum gives a chance to learn a lot from peers and industry experts. Cross learning is very important and it keeps the industry alive.

“

Sandeep Aurora, Director- Marketing and Market Development - Intel South Asia

“

This forum provides a platform to come and meet like-minded people. It gives an opportunity to learn from others. One of the biggest cultural changes has been that people travel more now. Brands need to adapt accordingly.

“

Rajiv Mehta, Managing Director, Puma, South Asia

“

Being part of the cool panel was fun. To be cool one needs to have substance and that’s what can sustain the coolness. Being cool is intuitive. There are two types of cool. There are things that are cool right now while others are cool forever.

“

Pernia Qureshi, Designer and Author

“

I was looking forward to being surprised, engaged and entertained and that has happened. The panel discussion was very interesting.

“

PAPA CJ , International Stand-Up Comedian

“

To become cool brands have to personalize. Things need to be customized for the consumers. The interaction with the brand has to be personal. Innovation is key to be cool. Nike is a brand which has always been innovative and that is what makes it cool.

“

Avinash Pant, Marketing Director, Nike India Pvt. Ltd.

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Predictions For 2014

Feb 19, 2014, ITC Grand, Mumbai

Keynote Speaker ADI GODREJ Chairman, Godrej Group

For more information on PMAO 2014 Please Contact: Emily Boral emily.boral@exchange4media.com | +91 9967791877 For Sponsorship Please Contact: Rajat Thareja rajat.thareja@exchange4media.com | +91 98101 34435 Abdulla M. Mazumder abdulla@exchange4media.com | +91 98716 09348 Sneha Walke sneha@exchange4media.com | +91 98455 4114 Siddarth Padmanabhan: siddarth.p@exchange4media.com | +91 9920713935

www.exchange4media.com

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www.impactonnet.com

www.digitalmarket.asia

www.pitchonnet.com

www.samachar4media.com

www.everythingexperiential.com

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CONGRATULATIONS! P

itch congratulates all those who participated in the Pitch Youth Marketing Awards and made it competitive and enjoyable for those involved. Some of the best brands and campaigns surfaced and got the much deserved recognition. The winners need a special mention for having raised the bar for all in the coming future. By setting new trends, showcasing new ideas they redeďŹ ned the game. Pitch congratulates them and hopes the next year will take the awards to another level.

MTV - Pitch Youth Marketing Company of the Year

Foxymoron - Pitch Youth Marketing Agency of the Year

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Eklavya BhattacharyaMTV- Pitch Youth Marketer of the Year

Axis Bank - Most Effective Digital Media Strategy for the youth - Gold

Maxus - Most Effective Digital media Strategy for the youth - Silver

MTV - Most Effective Digital Media Strategy for the youth - Bronze

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MTV - Best Media Youth Brand of the Year, Gold

Comedy CentralBest Youth Media Brand of the Year - Silver

ABP - Best Media Youth Brand of the Year - Bronze

MTV - Best Trendsetter Youth Brand of the Year - Silver

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Pitch | January 2014

Foxymoron Best Disruptive Youth Brand of the Year - Gold

Maxus- Best Disruptive Youth Brand of the Year - Silver

WAT Consult- Best Disruptive Youth Brand of the Year Bronze

Mountain Dew, Editorâ&#x20AC;&#x2122;s Choice for Best Disruptive Youth Brand of the Year

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Webchuntney-Best use of Unconventional Media for a Youth Campaign - Gold

MediacomBest use of Unconventional Media for a Youth Brand - Silver

TaxiForSure- Best Use of Unconventional Media for a Youth Campaign - Bronze

MTV winner- Best Usage of a Brand Ambassador for a Youth Brand - Gold

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Pitch | January 2014

Times of India Best Campaing with a Social Message for the Youth - Gold

Foxymoron - Best Campaign with a Social Message for the Youth - Silver

Discovery India- Best Campaign with a Social Message for the Youth - Bronze

Puma - Best Green Youth Brand of the Year - Silver

Pitch | January 2014

135

COLUMN ANNURAG BATRA

10 years of tracking the marketing industry and still going strong I

Annurag Batra Chairman & Editor-in-Chief, Pitch Magazine abatra@exchange4media.com @anuragbatrayo www.facebook.com/anuragbatrayo

t has been 10 years and the monthly magazine is still going strong. Pitch, the magazine for marketers that was born in 2003 has been tracking one of the most exciting industries of our times for a decade now. A good deal has changed during this time. The marketing landscape was not as fast moving as it is now. Technology has taken rapid strides and marketers have had to run to keep pace. Ten years ago the bestselling mobile phone was more of a phone than anything else. Today, this little gadget has evolved and smart phone connectivity has made information readily available to consumers. Consumer touch points have increased and marketers have to be more careful in their interactions with potential customers. Ten years back, social media marketing was an alien concept. Facebook had just launched, Twitter followed in 2006 and social chatter was limited to drawing room conversations. With the advent of Facebook, followed by Twitter and other social media platforms, social conversation moved online giving greater scope to customers for venting emotions. Seeing the potential of social media, marketers have increased their spends on it and now a marketing campaign is unthinkable without the digital leg. Social Media has led to an increased focus on the quality of content being exchanged and content marketing has gradually emerged as a focus area. A wellthought out content strategy is a must and social media strategies have to be based on sound content. Over the last 10 years the customer pro-

The consumer today has access to many more brands than he did a decade back and is more easily swayed by the options available 136

file has undergone a transformation. From targeting consumers who had access to limited channels of communication, marketers now have new challenges in the form of well-connected, better informed and very opinionated consumers who do not have qualms about switching preferences, venting emotions, and expressing themselves freely. The consumer today has access to many more brands than he did a decade back and is more easily swayed by the options available. He is also short of time; his attention span has shrunk thereby making it difficult for marketers to capture his mind space. He has developed a liking for participation and co-creation, wants his opinion heard and does not want to be ignored. Taking all this into account, before developing a marketing strategy can be a daunting task but several brands have been able to master it delivering winning products and services and creating the desired impact. The world has also lived through one of the worst periods of recession in this decade and the marketing industry has had to grapple with the challenges that came with it. But the challenge gave way to innovation in strategies that have stood these companies in good stead. Times have changed and the role of the CMO has expanded to include a variety of activities. He needs to be able to adapt and fast, he needs to have widespread knowledge and his influence in the organisation has strengthened. Pitch has been able to capture this gradual change through its objective reportage and analysis. While presenting the views of leaders in this space, Pitch has been able to maintain a distinct voice and personality. Hereâ&#x20AC;&#x2122;s hoping for many more years of success to Pitch , your one-stop-shop for all things related to marketing. ď Ž

Pitch | January 2014

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| January 2014 Pitch | January Pitch 2014