Healthy is the New Sexy

`100

Volume 12

| Issue 10 | July 2018

IS THE NEW

WELLNESS BRANDS

MEDICAL TOURISM

HEALTH INSURANCE

TECH

WE DREAMT OF IT. WE DID IT. KHUSHI IS AWARDED THE “ICONIC BRAND OF INDIA”

We would like to extend our gratitude to all our clients as our achievements are but their footprints of goodwill!

www.khushiadvertising.com | inquiry@khushiadvertising.com

COVER STORY JULY 2018

10

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

Executive Editor

Jyotsna Sharma

Correspondents Smriti Mishra Anam Khan

DESIGN TEAM

Art Director

Shivaji Sengupta

Senior Graphic Designer

Joby Mathew

Photographers Vilas Kalgutkar (Mumbai)

Suresh Gola (Noida) Cover Design

Shivaji Sengupta

AD SALES Runa Sinha (National Business Head) runa.sinha@exchange4media.com - 9810497903

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

0FFICES

On your weekly grocery run, you pick up the low-fat calcium fortified yogurt, organic tomatoes, the multigrain Quaker oats, quinoa, the juice with real pulp and brown bread. You walk back form the grocery store and calculate the steps on your Fitbit.

At home, you order in lunch from FreshMenu, you like the fact that they give the calorie count in the menu. Sooji halwa for dessert would be nice, but you decide to check the calories first on MyFitnessPal. The 447 calorie count freaks you out so you decide to skip the halwa and have a piece of chocolate instead.

So now you see why brands are so focused on health!

NEW DELHI: B-47, Ground Floor, Defence Colony, New Delhi -110 024 NOIDA: B-20, I-Floor, Sector-57, Noida, Uttar Pradesh - 201301 Phone: (0120) 4007700

OPINION AUTHORED COLUMN

Mumbai: 301, Kakad Bhavan, 3rd Floor, 11th Street, Bandra (W), Mumbai - 400 050 Phone: (022) 2640 3303/09/14/16

A WHOLE NEW WAVE OF WELLNESS

Bengaluru: # 18, 3rd B Cross, Domlur II Stage, Bangalore 560071

RASHMI NAIR Vice President & Head Syndicated Services, Kantar IMRB

08

CIRCULATION/DISTRIBUTION

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

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OPINION AUTHORED COLUMN

INTEGRATED COMMUNICATIONS CAMPAIGN: THE GAME CHANGER FOR HEALTH BRANDS SWADEEP SRIVASTAVA Principle Advisor Heal Health Connect Solutions Founder & Chairman- HEAL.

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MEDICAL TOURISM

38 44

INTERVIEW

ASHOK BAJPAI

Managing Director, Indraprastha Apollo Hospitals, Delhi

46

TECH - WWDC

A WWDC A YEAR KEEPS THE APPLE UPDATED EVERY YEAR SUPPLEMENTS

RAPID FIRE

THE GROWTH OF SUPPLEMENTS MARKET

49 26

SHILPA DUREJA PURI Microsoft India

HEALTH INSURANCE/ Q&A

34

ADVERTISING

NEW LIFE SAVING DRUGS SHIVJEET KULLAR Founder, NFX Digital, adytude.com

56 Q&A WITH ANIKA AGARWAL

Senior Vice President and Head-Marketing Digital and Direct Sales Max Bupa Health Insurance

JULY 2018 | PITCH | 5

EDITOR-IN-CHIEF’S NOTE

G abatra@exchange4media.com @anuragbatrayo www.facebook.com/anuragbatrayo

rowing economic prosperity has also brought with it an increase in stress and lifestyle diseases for the ‘alwayson’ generation. As a consequence, a shift in mindset has taken place and we see that a focus on ‘health and wellness’ has emerged and in fact, it has become a lifestyle choice.

People want to look good and also feel good, and are willing to invest time and money to achieve this.

Brands are not far behind, we see that a majority of them provide products and services that fall under the ‘health and wellness’ category. Of course, there are those that started out with the core idea of promoting health and wellness but it is interesting to see that some brands have added products and services to their portfolio just to get a slice of the booming ‘health and wellness’ market.

A good marketer is one who forecasts a trend before it becomes a trend. He fills a gap in the market with his offering and there is nothing wrong with that. After all, fulfilling the consumers’ needs and creating a meaningful connection is the ultimate goal. The only necessity here is that the integrity of the brand is maintained, therefore, while it is good to jump on to the health bandwagon, it is imperative to examine whether the new offering truly complements the brand ethos.

In this issue we look at the health and wellness market in totality, right from examining brands that are part of this market to highlighting key emerging trends. In addition to interviews and guest columns by leaders from the industry, we have sections on Technology and Lifestyle that you will enjoy reading.

I hope you find reading the issue a pleasure.

Warm Regards

Annurag Batra Chairman & Editor-in-Chief

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Twitterati

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OPINION

AUTHORED COLUMN

RASHMI NAIR Vice President & Head Syndicated Services Kantar IMRB

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s they say “Health is like money and we never have a true idea of its value until we lose it”.

India today is a booming economy and one of the fastest growing countries in the world.

The flip side of this fast progress comes in the form of health scares and lifestyle diseases which are growing day by day.

In fact, India today is considered the capital of obesity.

A good 90% Indians believe that being ‘’healthy” is being mentally and physically in top form. But how close are we to this definition of being ‘healthy’.

Sample this: - Today, we have 12.5 Mn households with atleast one member suffering from a chronic disease.

- 40% of the Indian population are not in the ‘normal BMI’

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A WHOLE NEW WAVE OF WELLNESS range. 26% are underweight while another 16% are overweight.

- There is a growing dissatisfaction regarding health among 20% population.

# The young and no longer “healthy”

We are a young country today with a median age of 26 years.

India today is a young and restless nation. The average age of working has also dropped with youngsters making an early start to life. There is a 30% increase in youngsters starting to work between 15-19 years!

And the youngsters of India have more disposable income than any of the generations

before them. There is a 18% CAGR increase in personal income in the last 5 years.

- Time spent out of home has grown by 40%.

- Vehicle ownership has shot up from 49% to 61%.

- 1 out of 5 eating occasions are out of home.

- India is today one of highest consumers of potato chips.

# Ayurveda/Herbal Wave:

Traditions and culture are making a big comeback among Indians. And with that, there has been a rebirth of sorts for ‘Alternative healing methods’.

In fact, more than 50% Indians

claim that given a choice they would prefer herbal products to a non-herbal one.

45% Indians believe in remedies passed on through generations while another one third prefer to resort to Ayurveda/ homeopathic solutions when unwell.

Have a lot of faith Traditional home remedies

All Figures In % 45

Homeopathy Ayurveda Yoga

32 28 24 364

# Battle against the bulge

However, all is not lost. With the general dissatisfaction towards health, we also see a positive trend towards one’s well-being.

There has been a 264% growth in people trying to lose weight!

220

Trying to lose weight

96 52

TGI 2010

TGI 2011

48

TGI 2013

TGI 2014

TGI 2016

There is also a change in the thinking towards food and diet. People are now watching what they are eating and adopting to healthier eating options.

I always think of the calories in what I eat I consider my diet to be very healthy

TGI 2014 54 50

TGI 2017 63 44

We also see a steady decline in smoking and drinking habits in urban India over the years

All Users % Incidence Cigarettes Alcoholic Drinks

TGI 2010 10 12

TGI 2017 6 9

# The new age digital consumer

The new age Indian consumer knows everything. They are in a constant browsing and research mode. Word of mouth is the biggest influencer today.

People are increasingly relying on self/chemists to seek advice on remedies. In fact the search for medical content is higher among the youth as seen in the graph below.

4.36%

Age: 15-19

4.81%

Age 20-24

3.94%

Age: 25-34

2.98%

Age: 35-44

3.16%

Age: 45-55

SO WHAT DOES THIS MEAN FOR THE MARKETER? 1.

‘Health’ more than ‘Price’ drives the consumer today

2. Lifestyles are getting busier by the day & health and wellness solutions are increasingly sought 3. Need to go back and leverage our own heritage and wisdom.

4. With the rise of the digital consumer, the key value that brands need to stand for is “Being Authentic” 5. With the rising health awareness, products that offer and communicate health benefits will find greater acceptance.

Source: Kantar IMRB’s TGI INTERNET: Common Usage of Internet: All: Content, Medical and Health related information

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COVER STORY

Jyotsna Sharma

O

n your weekly grocery run, you pick up the low-fat calcium fortified yogurt, organic tomatoes, the multigrain Quaker oats, quinoa, the juice with real pulp and brown bread. You walk back form the grocery store and calculate the steps on your Fitbit. At home, you order in lunch from FreshMenu, you like the fact that they give the calorie count in the menu.

Sooji halwa for dessert would be nice, but you decide to check the calories first on MyFitnessPal. The 447 calorie count freaks you out so you decide to skip the halwa and have a piece of chocolate instead.

So now you see why brands are so focused on health! For brands there is tougher competition now than ever before and the tech savvy consumer is more demanding with newer channels engaging him. Marketers are always trying to break into newer markets, it is no longer enough to have their products listed with the best retailers, placed in the best locations and creating engaging communication. There has to be a value proposition to the product and health is one such value proposition.

Globally, people are talking about and are focused on health. Health has become a lifestyle choice, which brands have taken note of and are using health to push their products. It is everywhere we look; there are companies

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COVER STORY

that have adopted healthcare as a clear overall message and also those that have added a few products based on healthcare to their portfolios in a bid to capture a share of this growing market.

THE FRONT RUNNERS

Dabur, a company set up by Dr. S. K Burman in 1884 as an Ayurvedic medicine company is an FMCG giant focused on selling Ayurvedic and Natural Health Care products with revenues of over INR 7,680 Crore. They have 250 products across categories such as Hair Care, Oral Care, Health Care, Skin Care, Home Care and Foods, with Chyawanprash, Almond hair oil and Real juices as their most popular products. Dabur’s competitor, Patanjali Ayurveda Ltd. posted revenues of INR 10,561 crore for FY 2017. Founded in 2006 by Baba Ramdev, it manufactures natural and herbal products and has over 900 products across categories such as personal care and food. Of these products, the shampoo,

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here is a growing consciousness about health-related issues among people. There is also a steady increase in the number of people taking to health management programmes or adopting healthier practices in their daily lifestyle. The demand for Ayurvedic and natural products has also been growing at a steady pace with more and more consumers, particularly the youth, embracing these products. Targeting the Millennial Generation, Dabur has been rolling out a number of products and initiatives to not just address their healthrelated queries but also guide them towards leading a healthy lifestyle.

Dabur has always believed in the benefit of Ayurveda and has been spreading the goodness among our consumers in India with a range of

Ayurvedic products. Having been associated with this traditional system of healthcare for more than a century, our core philosophy is rooted in Ayurveda.

While a lot of companies today offer herbal or Ayurvedic products, Dabur enjoys the consumer’s trust because of its Ayurvedic heritage. Consumers understand that if a product comes from the House of Dabur, it is truly natural.

As the country’s only Science-based Ayurveda expert, Dabur has been investing behind validating the benefits of Ayurveda and Ayurvedic ingredients and products through a series of scientific interventions. Cutting-edge science has been infused into this traditional knowledge to suit the needs and aspirations of the modern-day consumer.

Our in-house research wing is involved in every step of the product value chain – from bush-to-brand. We grow rare

medicinal herbs to ensure that only authentic herbs form the ingredients of our various products. Detailed scientific tests and clinical trials are also conducted on ingredients and final products to ensure that each Dabur product meets the highest standards of quality. This marriage of traditional knowledge and modern-day science has resulted in the development of several products that offer our consumers holistic health and well-being.

We have been, for the past over a century, developing and successfully introducing products based on Ayurveda to cater to the ever-changing needs of the consumer. We have been working towards making traditional Indian knowledge available in a form that appeals to the modern consumer. Today, the name Dabur evokes the feeling of Trust in the minds of our consumers.

Amit Burman Vice Chairman Dabur India Ltd

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COVER STORY

AS PER A 2017 STUDY BY NIELSEN, ‘NATURALS’ AS A CATEGORY WAS GROWING 2.2 TIMES THAT OF THE NONNATURALS SEGMENT WITHIN PERSONAL CARE. FURTHER, IT COULD ACCOUNT FOR HALF OF THE PERSONAL CARE MARKET IN THE NEXT FEW YEARS

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Shadab Khan CEO, GNC India

I

ncrease in the incidences of diseases such as diabetes, cardiovascular diseases and obesity combined with hectic lifestyle is making a certain, although small section of Indians look at supplements as a preventive medication tool. GNC is a global leader in this sector and aims at fulfilling this demand with a vision of healthy and fit India.

India is on a cusp of a fitness revolution where we see more and more Indian consumers embrace fitness and healthy lifestyle as a way of living. This is likely to lead the Indian nutraceutical industry, which is currently estimated to be at $4 billion, to witness a rapid double digit growth to $10 billion by the year 2022.

toothpaste and soaps are some of Patanjali’s clear winners. Both Dabur and Patanjali have healthcare as a core underlying message and as the basis of a majority of the products they produce.

NEW FOCUS

2017 saw Hindustan Unilever re launching Lever Ayush, a brand with a range of ayurvedic personal care products. As per a 2017 study by Nielsen, ‘naturals’ as a category was growing 2.2 times that of the nonnaturals segment within personal care. Further, it could account for half of the personal care market in the next few years.

BEAUTY IS SKIN DEEP?

The global cosmetic products market was valued at US$ 532.43 billion in 2017 and is expected to reach a market value of US$ 805.61 billion by 2023 (OrbisResearch. com). In addition to natural products and ingredients, some of the other major trends here are the use of Augmented Reality – as users are becoming familiar with the use of technology to track their health, beauty brands are producing tools that use AR, through which users can track changes in their skin etc.

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COVER STORY

There are demands of energyboosting beauty and personal care products especially in skin care and hair care. For example, Kanebo – Sensai products use advanced energy charge technology.

THE WAR OF THE JUICES If we look at the juice market, the war of the juices has been centerstage for a while and last few months has seen ITC’s B Natural take on PepsiCo’s Tropicana and Dabur’s Real fruit juice. B Natural launched a #saynotoconcentrate campaign across print, social media and billboards, inviting Tropicana and Real to make juices concentrate free. B Natural named the competing brands in their adverts which resulted in legal action, post which the company tweaked their messages and removed all references to the rivals. With people becoming more health conscious and moving away from Colas, this war has all but intensified. In fact, in a bid to

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take on Tropicana, Real, Paper Boat and Raw Pressery, CocaCola launched its acquired brand Rani float in India in June 2018. As per the company, Rani Float has reduced sugar

content and real fruit pieces with a high juice content.

It is not just traditional FMCG companies paying attention to health and aiming to be a part of the global

THE $674 BILLION WELLCARE MARKET Global nutrition market Medical tourism, cosmetic surgery, cosmetic dentist services Global health club industry Mobile health apps, wearables, telemedicine Consumer health, herbal/traditional products/OTC dermatologicals Weight management industry

Source: Strategy & analysis, PwC 2017 Report

TRENDS THAT SHAPE WELLCARE PRODUCTS

Sensorial wellness Inner balance, relaxing, Yoga, Aromatherapy, Food and beauty "rituals" Green glam and sustainability Natural beauty products, Organic food, Upgrading of the "green market", Green goes mass

Health lifestyle/ illness prevention

Daily fitness routine, Individual healthy diet, Organic food, antioxidants, No carbs, Metabolic balance

Prevention of aging Plastic surgery, invasive and noninvasive treatments, High-performance care products (almost medical), Use of digital (health apps, fitness trackers, telemedicine)

Need for trust Well-known and trusted brands, Product certifications, Full declaration of ingredients,Carbon footprint, Social media feedback, Online product reviews

Convenience On-the-go treatments and products, Faster product performance, Convenience food

Prevention of aging "50 is the new 30" (feeling and looking younger) Fighting signs of age in skin, hair color, weight, appearance

Individual me Beauty and appearance as the ultimate self-expression, Hunt for smaller, cooler niche brands, Individual "Street style" replacing model ideals

Perfectionism and beauty enhancement through medical procedures Celebrity role models, Weight and beauty obsession, Beauty docs, Invasive tretments (liposuction, Botox, Implants) Source: Strategy & analysis, PwC 2017 Report

US$674 billion wellcare market (PwC 2017 report) but because of high demand and consumer behavioural changes new companies are entering the space too. Digital transformation and tech platforms have enabled new players to enter the wellcare space that cater to various needs of the distracted consumer.

TECH + HEALTH

Foodtech start-up FreshMenu established in 2014 by Rashmi Daga is aimed at the urban individual who would like to have nutritious food but might not have the time to do so given his busy life. The FreshMenu FitNFab section has an array of

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COVER STORY

Rashmi Daga CEO & Founder FreshMenu

healthy food along with calorie counts and the ingredient list.

The start-up has raised US $22 million from investors which include Zodius Technology Fund, GrowthStory and Lightspeed Venture Partners.

It has also roped in media conglomerate Bennett, Coleman and Company Ltd (BCCL) to raise INR 1.65 Cr in an ad-forequity deal.

HealthifyMe the digital health and fitness app founded

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hey often say, ‘what you eat makes you what you are,’ and while we aren’t necessarily health freaks, we support any food preference that our consumers might have. A lot of people are into foods that keep them healthy – and by healthy we mean food that’s good for you and nothing else – look to brands such as ours for daily eating options.

We’ve therefore created menus for them, focusing on low carb-high protein dishes, salads and keto dishes. We ensure the keto-conscious and the calorie conscious have something on our menu every single day. For the calorie-conscious, we also call out calorie-counts on all our salads. We already have most of these dishes on our Fit ‘n’ Fab menu and keep adding new dishes every week. This will continue and the promise is that: anyone who is calorie-conscious, following a keto-diet or prefers healthy food – will always find a few options on our menu.

in 2012 by Tushar Vashisht provides calorie tracking, water tracking, fitness tracking and on-the-cloud fitness coaching.

The app gives its users the option of using a team of in-house nutritionists, fitness trainers, yoga trainers and also an AI powered nutritionist, Ria. In addition to regular fitness conscious people, the app also caters to those with medical conditions and lifestyle disorders. Earlier in 2018, it

raised US $12 million in a Series B round of funding led by Sistema Asia Fund. Samsung NEXT, Dream Incubator and Atlas Asset Management also participated in the funding round along with existing investors IDG Ventures India, Blume Ventures, Inventus Capital and NB Ventures.

As per reports the company is planning to move into diagnostics, insurance and even food products.

Tushar Vashisht

CEO And Co-Founder, HealthifyMe

W

e conceptualized and launched the world’s first AI-powered virtual nutritionist – ‘Ria’, who provides proactive motivation tips to our clients and enhances the productivity of our human coaches. ‘She’ happens to be multilingual - capable of conversing with clients in English, Hindi, Spanish, French, German and Italian. 1 out of 3 user queries today is handled by Ria. As part of our overarching brand philosophy, we believe in offering holistic health & wellness solutions to our clients that go beyond just health subscription services and have strong plans to extend our reach into allied areas with strong synergies such as foods and diagnostics.

HEALTHY CONSUMER = HAPPY CONSUMER

Talking about technology, one of its gifts in the health sphere is undoubtedly the Fitbit.

The wireless wearable technology is an activity tracker, which depending on the model and the brand allows one to play music, make contactless payments while monitoring the number of steps taken, the quality of sleep, the workout and even allows one to log in the food eaten and their weight.

Moving to the service sector, we see a rise in Spas and ecotourism. The Spa industry in India is valued at INR 11, 000 crores (Spa association of India) and expected to grow at a generous pace. Further, there has also been a rise in branded Gyms and personal training as people become image conscious and keen to fight lifestyle diseases. This move towards embracing health and fitness is a global phenomenon and brands across sectors have leveraged this knowledge. They know that a healthy consumer makes a happy consumer!

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ADVERTISING

WHAT’S IN AN AD? The most important thing in communication is hearing what isn’t said – Peter Drucker Jyotsna Sharma

W

e all know of people who turn their televisions off or hit the mute button when adverts play. See, that’s the thing – an ad has to appeal to some aspect of the individual watching it, else it’s just a filler in the TV program or between the magazine pages, meant to be glossed over.

One would imagine that creating that ‘connect with the consumer’ depends on the product or the service that you are selling. Or at least, the ease of creating this connect is determined by what you are selling. That is not entirely true - some of the most mundane products have brilliantly unforgettable adverts associated with their brand names and vice versa. ‘Health and Wellness’ as a category is already a great draw for the consumer therefore, it is natural

IT ALL COMES DOWN TO HOW YOU SAY WHAT YOU SAY!

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to expect the communication for such products to be brilliant.

The ‘Musical Instruments’ advertisements created by McCann, India for Dabur Gastrina Digestive pills, were simple, humorous and effective.

The campaign was created to communicate Dabur Gastrina’s effectiveness against gas problems. The campaign won the Cannes Lions 2015 and the CILO 2015.

The Bournvita Kabaddi advert (2018) by Ogilvy, which is a part of the ‘Tayyari Jeet Ki’ campaign is another

IN 2018, TELEVISION ADEX IS EXPECTED TO GROW 13%.

PRINT ADEX IS EXPECTED TO GROW BY 5% TO COME CLOSE TO INR 20,000 Cr. OUTDOOR IS EXPECTED TO GROW BY 10% Pitch Madison Advertising Report 2018

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SOME OF THE MOST MUNDANE PRODUCTS HAVE BRILLIANTLY UNFORGETTABLE ADVERTS ASSOCIATED WITH THEIR BRAND NAMES

example of a good advert that appeals to both parents as well as children. It focuses on developing inner strength and staying positive in the face of tough competition. The Tropicana advert for its fruit and vegetable juice, ‘My Fruit & Veggies, My Way!’ (2018), on the other hand was not as impressive and could have been made more impactful.

Considering the product is healthy, the ad proved to be quite a let-down.

The ‘Healthy Hands Chalk Sticks’ initiative conceptualised

by Ogilvy & Mather, aimed to promote hygiene among children by infusing cleansers like soap into chalk sticks.

Children in different primary schools use chalk sticks for writing on slates and when

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they wash hands, the chalk dust on their hands works just like soap, keeping them healthy and disease free. The ongoing school outreach programmes under the aegis of ITC’s ‘Savlon Swasth India Mission’ has reached more than 2.3 million children in over 5200 schools.

The campaign has won the coveted Grand Prix at Cannes Lions 2018 for ‘Creative Effectiveness.’ The ‘Savlon Healthy Hands Chalk Sticks’ won global honours at Cannes in 2017 and was also recognised as one of the world’s top 10 PR campaigns by the Global SABRE awards.

The unique chalk sticks have been invited to be displayed at the Museum of Applied Arts and Sciences (MAAS) in Sydney, Australia to inspire

youth on innovation that enables social good.

Lately, there have been cases of brands disparaging rivals to gain mind space with the consumer. A popular home-grown Ayurveda brand and more recently a Kolkata based conglomerate had to face legal drama for using their competitors’ products in their communication, in not a very good light in an effort to gain a foot hold in the consumers mind. Again, done well, even such a trick can work wonders, a case in point is the Durex Father’s Day advert by Lowe that simply states “To all those who use our competitors’ products – Happy Father’s Day!” Therefore, it all comes down to how you say what you say!

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OPINION

AUTHORED COLUMN

INTEGRATED COMMUNICATIONS CAMPAIGN: THE GAME CHANGER FOR HEALTH BRANDS

SWADEEP SRIVASTAVA

Principle Advisor Heal Health Connect Solutions Founder & Chairman- HEAL.

U

nlike other consumer brands, products and services falling under the healthcare sector are fettered due to restrictions imposed by the government and regulatory authorities. These products and services cannot directly woo or influence decisionmaking through traditional routes. Hence, there is a need to pry open channels for innovative integrated market communication.

It is well known that potential consumers and customers consume content differently. This will depend on factors like demographic profile, literacy levels, geographic location and personal interest.

In a country like India, the challenge is more as all these factors can vary widely. Hence, there may not be a one-sizefits-all formula. What works in one area may not in another geographical location.

The challenge is to develop cross-channel marketing campaigns. When potential

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consumers and customers are reached in the ways they prefer, they are much more likely to engage.

When it comes to India, the basic template of integrated communication campaigns is the same. But due to the diversity in demographic makeup, widely different literacy levels, geographic location and personal interest, the challenge is multi-fold.

In India, there are a need to integrate more tools of communication depending on the market, need and affordability. Some of the successful plans include: Public Relations/Media Advocacy: Unlike in developed nations, the media in India plays a vital and bigger role communicating messages, especially in rural areas. Here the challenge is two-fold: While FMCG brands can go in for direct marketing, hospitals and prescription brands have limitations due to regulations in place.

To overcome these restrictions, public relations and media advocacy have been successful strategies. To an extent, it could be termed as surrogate marketing. A hospital does a rare surgery; it is a story for the media. For the hospital, there is scope to subtly integrate marketing messages into the story.

The same holds good with prescription brands. Here, companies cannot directly promote the brand. But again, when a brand is successful in treating a disease or an ailment, the story is on the disease and the subtle message is on the chemical composition of the cure available. While the common consumer may catch the message to a limited extent, physicians do get the message.

This should then be integrated with public relation efforts.

In India, the government plays a vital role in healthcare segment. Of late, the government has become more open-minded in collaborating

with the private sector hospitals and pharmaceutical companies in combating diseases – common or otherwise. A case in point is when an outbreak of disease happens.

In such instances, advocacy has a vital role to play.

All this may cater to a population that it literate or semiliterate. But in India, the challenge is how to deploy communication tools in the rural areas where the literacy graph is barely above the ground level graph.

In such scenarios, integrated marketing strategies have successfully used ground activation tools like organising events and outreach through street plays, weaving in messages through folklore skits, dance dramas and flash mobs. To some extent, religious institutions too have been used to effectively spread healthcare messages. Can brands sneak in to god’s domain is worth exploring.

Brand visibility in these areas can be further boosted through banners, posters, placards, hoardings, etc. in a language and visual depiction that can immediately click among rural audiences.

But when it comes to urban areas, the game changes. Here the population mix could be both literate and illiterate. Of late, the demographic profile in urban pockets have changed due to largescale migration from rural areas. Here the strategy must be an effective mix of both ground activation and digital.

The biggest and emerging factor in integrated marketing is the social media. The rules

INTEGRATED MARKETING COMMUNICATIONS Integrated Marketing Strategy

of the game have not yet been drawn. The challenges are plenty and the field is wide open. Strategies like using the potential of digital marketing, promotion using social media, SMO/ SEO for their portals/ online platforms to increase the visibility and hits have been tried out successfully.

But here again, the strategy used for print or TV cannot be used for the digital segment where messages can spread faster that a virus! The key here is developing tailormade content, writing specifically for the web, curating content and promoting the same in relevant segments.

The bottomline is that developing communications and marketing strategies around a Healthcare Brand could vary according to the category which could broadly be: 1. Consumer Healthcare Brands/ FMCG/ FMHG Brands 2. Prescription Brands owned

by Pharma cos.

3. OTC Brands owned by both FMHG & Pharma cos.

4. Healthcare Delivery Brands (like Hospitals, Clinics, etc.)

5. Allied Healthcare Brands from Medical Devices, Diagnostics cos, A challenge is that many a times a user (decision maker) is not a payer and a payer is not the decision maker. This increases the role of influencers, mainly doctors, nutritionists and other healthcare professionals.

Then there is the challenge of getting hold of one content format across target audiences (customers) comprising layman to a professional to highly qualified doctors and other healthcare professionals.

This one content will have to be packaged differently and innovatively.

One of the biggest challenges is in selecting channels to reach the target customers. This could be highly complicated and the only way out is to try multi-channel approach. This, ofcourse, would balloon budget spends.

All the above challenges lead to two main factors -increased cost of customer acquisition/customer influencing/sensitization and retention. The solution lies in using “Integrated Marketing Campaign” innovatively and effectively.

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SUPPLEMENTS

THE GROWTH OF SUPPLEMENTS MARKET

Smriti Mishra

O

ver the last two decades, there is an upward trend being observed in the supplements markets globally. As per a report by Grand View Research, the global dietary supplements market is expected to reach USD 278.02 billion by 2024, at a CAGR of 9.6% from 2016 to 2024.

While the developed economies including the U.S, U.K and parts of Europe have been early adapters of the changing trend, developing economies including India and China are seeing the demand for supplements grow like never before.

Over the past few years, affluence of working population along with sedentary lifestyle, increase in disposable income and the high adoption rate of fast foods in emerging economies can be attributed to the rise in prevalence of cardiovascular disorders, diabetes, and obesity. All these have led to an increase in demand for an alternative for overcoming nutritional deficiency especially among individuals in high socio- economic and upper –

26 | PITCH | JULY 2018

12%

Amway India enterprises Limited Dabur India Limited

11%

Heinz India Pvt. Ltd

6% 56%

Herbalife International India Pvt. Ltd

5%

Himalaya Drug Company

4%

Ranbaxy Laboratories

4%

Elder Pharmaceutical

2%

Others

Source: Amway Company Website

middle class groups.

The nutraceutical industry in India is worth about $2.2 billion and dietary supplements cover 32% of the market. Keeping the growing demand for dietary supplements in mind, more organizations are making their foray into the supplements market. Presently, the market for dietary supplements in India is dominated by Amway mainly through its nutrilite range of products. The other players in this segment include Aventis Pharma, Dabur, Danone, Novartis, Herbalife International, Himalaya Drug Company.

Another segment in the supplementation market that has seen widespread growth is the ‘sports and bodybuilding’

AS PER A REPORT

BY GRAND VIEW RESEARCH, THE GLOBAL DIETARY SUPPLEMENTS MARKET IS EXPECTED TO REACH USD 278.02 BILLION BY 2024, AT A CAGR OF 9.6% FROM 2016 TO 2024

nutrition. This market is expected to grow during 20152020 at Compound Annual Growth Rate (CAGR) of 8.3%.

People are increasingly opting for a fitness regime as part of their daily lives which began mainly due to the emergence of Bollywood stars with six pack abs and an increased awareness about sports and fitness through media. The trend caught up very quickly and soon sports nutrition became a promising market in India especially protein based products. It started attracting foreign players to enter into the market through collaborations.

Despite controversies around the use of sports supplements due to presence of a number of fake products, key players in this category like Optimum Nutrition, Muscletech, Isopure, SAN, BSN and Muscle Blaze managed to make a mark in the industry.

THE GOOD & THE BAD

Although supplements can help fill in the nutrients gaps in your diet by providing the essential micronutrients, one must remember that a good state of health is generated from 80% of what we eat. Supplements are not a substitute, rather they are just an add on for the daily nutrition plan. So far as sports and bodybuilding supplements are concerned, it is always important to consult an expert in order to follow the appropriate workout plan and avoid lasting side effects due to over consumption.

In order to know more about the supplements market, we got in touch with industry experts

JULY 2018 | PITCH | 27

SUPPLEMENTS

OPINION

“Supplements represent nutritional convenience for a nutritional adaptation and challenge of the human body” THE GROWTH OF THE SUPPLEMENTS MARKET IN INDIA People these days are quite aware of how their bodies look and are keen to exercise and stay fit. Most of them do not want to change the way they eat but are looking for quick fix methods or pills and powders that may enable a nutritional convenience. In fact I say, supplements are a nutritional convenience for a person’s nutritional indiscipline because people are more nutritionally undisciplined in today’s world as compared to 20 years earlier.

I believe the quality of the soil has diminished drastically over the last fifty years, which means our normal fruits and vegetables are not giving the required amount of vitamins and minerals that a person needs. Coupled with this, is the fact that there are a lot of insecticides and pesticides being used on crops so the benefit of consuming a large amount of fruits and vegetables gets negated. The best way is to figure out a person’s individual nutritional deficiencies and based on his deficiencies recommend a supplement. However blanket taking of supplements is not advised by most experts including myself, the reason being that you can overdose yourself with supplements.

REGULATIONS IN THE DIETARY SUPPLEMENTS MARKET IN INDIA

RYAN FERNANDO

Founder - QUA NutritionSignature Nutrition Clinics

28 | PITCH | JULY 2018

The marketing and selling of nutritional supplements in India has recently become regulated

by FSSAI which is a very good move over the previous defunct PFA (Prevention of Food Adulteration Act). A lot more needs to be done in terms of Government regulation, in terms of allowing and inspecting contract

SUPPLEMENTS ARE A NUTRITIONAL CONVENIENCE FOR A PERSON’S NUTRITIONAL INDISCIPLINE BECAUSE PEOPLE ARE MORE NUTRITIONALLY UNDISCIPLINED IN TODAY’S WORLD AS COMPARED TO 20 YEARS EARLIER

manufacturing facilities, the pedigree of the scientific teams setting up these facilities, the licences that are being obtained etc. On the other hand, greater awareness is needed among the Indian consumer towards buying quality rather than buying on pricing. For example, there are various brands selling protein supplements online with absolutely no pedigree but with registration. How do we establish that pedigree or authenticity? One, Government policy which should drive better regulation of the supplement industry and second is consumer awareness.

BODY BUILDING SUPPLEMENTS A NECESSITY OR A FAD ?

Supplements represent nutritional convenience for a nutritional adaptation and challenge of the human body.

These fitness challenges morph the body beyond their physiological and metabolic threshold which means that you can’t maintain those body types over a long sustained period of time. Every human being has a natural homeostasis or balance with their body.

Getting lesser than 8% body fat for an aesthetic look and a physique is something that

is physiologically difficult to maintain and the pressures of the diet, both the macro and the micro ingredients have to be in the extremely high zone which I believe as a clinical biochemist, puts a tremendous amount of metabolic load on the body via the lever, kidneys and sometimes even the heart.

I believe that to build a body, supplements are a necessity.

However, a lot of people are

willing to take supplements as a short cut and not willing to recruit professional individuals to guide them. So in such a case it actually becomes a fad because people look at the supplements as a quick fix pill.

It is a necessity only under good medical and nutritional advice, coupled with hard work and constant medical testing to ensure that the body is within the parameters of range.

JULY 2018 | PITCH | 29

SUPPLEMENTS

AUTHORED COLUMN

T

AMIT TANDON

VP & Business Head, Brand Business Healthkart

he Health and Nutrition Supplements market has come of age in India in last 4-5 years. From being misconstrued and shunned as harmful steroids and spurious products, nutritional supplement are now finding their way into several households of India.

While youngsters are mostly embracing supplements such as protein powder, weight gainers to increase their athletic performance, middleaged Indians are consuming multivitamins, omega 3 supplements etc to improve their general well being.

A major factor fuelling this change is the growing awareness among Indian consumers regarding the benefits of nutritional supplements. Slowly and steadily various myths regarding nutritional supplements are getting busted as the Indian consumer is becoming more inquisitive, thanks to the internet. Rising awareness coupled with GDP growth and higher discretionary spends has encouraged Indian consumers to latch onto supplements.

Another major reason is the influence of Bollywood as well as sporting icons. Indians have always idolized cricket players and Bollywood celebrities.

The likes of Virat Kohli, Hardik Pandya, and KL Rahul proudly flaunt their chiselled bodies as do all the new age Bollywood actors, which makes an impact on the youth. Last, but not the least, rise in lifestyle diseases such as obesity and diabetes have forced people to embrace healthy lifestyles as well as

BRANDS CAN NOW LEVERAGE DIGITAL MARKETING TO CREATE A STRUCTURED CONTENT MARKETING STRATEGY TO EDUCATE INDIAN CONSUMERS REGARDING THE BENEFITS OF NUTRITIONAL SUPPLEMENTS, THEREBY GROWING THE CATEGORY 30 | PITCH | JULY 2018

invest in health supplements.

The Indian Supplement market, despite growing rapidly (~ 20% YOY) in last 5 years, is still in infancy in comparison to that of developed economies like America and Europe. And herein lies an opportunity for supplement companies operating in India to build a huge and sustainable business and to invest in growing the category. Internet economy and disruption in mobile data has lowered distribution and marketing barriers. Brands can now leverage digital marketing to create structured content marketing strategy to educate Indian consumers regarding the benefits of nutritional supplements, thereby growing the category. Furthermore the emergence of e-commerce has allowed brands to have a pan-India reach without relying on existing unorganized supplement stores. This has also led to the entry of several new brands namely Avvatar, Proburst, Horlicks Protein, Nestle Resource High Protein in recent times, all vying for a significant pie in burgeoning Indian supplement sector.

Amidst all the aforementioned opportunities, one major challenge that is still looming large is the presence of fake and adulterated supplements which not only bring disrepute to the category but also prevent mass adoption of health supplements by instilling fear in the consumer’s mind. Consistent products checks, packaging innovation and investment in educating consumers about indentifying genuine from fake are needed to successfully counter and eradicate this fake cartel from the Indian supplement industry. If the supplement industry is able to successfully navigate the risk of fake supplements, then rising consumerism coupled with growing health consciousness will ensure that the Indian Supplement market currently pegged at INR 4000 Cr will continue to grow handsomely at CAGR of 20-25% in next 5 years.

SUPPLEMENTS

OPINION

“GNC as a brand is built on 80 years of superior product quality and innovation and has a robust assortment of over 300 products in India.

There is a surge in consumption of the four critical pillars identified

by GNC namely – Multivitamins, Protein, Omega and Probiotics, which are the building blocks of nutrition for Indian consumers.The GNC range of supplements are scientifically designed and tested to suit these conditions and fill the gaps in our nutrition providing immunity.”

“Through the #BuildingBlocksofNutrition and #Fillingthegaps campaign, GNC aims to raise awareness about missing blocks in nutrition and fuel the supplements needed to lead a healthy life. It refers to need for bridging the gap between insufficient nutrition intakes in our day to day diet with the assistance of health and wellness supplements.”

- Shadab Khan, CEO, GNC India.

32 | PITCH | JULY 2018

ADVERTISING

NEW LIFE SAVING DRUGS I

n this dangerous modern day world Pharma companies have slowly woken up to the new diseases going around.

Diseases that desperately need medication. Here is a glimpse into some life saving drugs currently under testing.

SHIVJEET KULLAR is a Creative Director, Author, Playright, Lyricist and Poet.

After 30 years and multiple awards in advertising he has now founded adytude.com. This year he is on the New York Festival Grand Jury.

Stalkexin:

With the amount of stalking and harassment of women going around this was needed desperately. Just slip this powder into the water or tea of your would be stalker, and add one hair from your head to personalize it, and he will fall unconscious whenever he is within 10 meters of you.

Viraton:

Too many, just too many guys imitating the Virat Kohli beard.

This powder can be sprayed in any crowd, such as in a night club where there are 50 ‘Virats’ – once they inhale it they head straight for the nearest razor and shave their beards!

Cyberstalkin:

This is a cyber version of the same drug. It can be administered through the internet into the Facebook account of someone bothering you. Then whenever they log in to your FB or Instagram page they get a blockshock – a block chain version of an electric shock!

Antiflabin: Women have

Botox to look young but what about older men? Surely they need something too. Antiflabin is a powerful cream that gives you six pack abs that last for 8 hours – more than enough time to impress that babe and get home safely.

34 | PITCH | JULY 2018

Khantonic: The most expensive new drug in production. Someone has collected DNA swabs of all the three Khans – Salman, Aamir and Shah Rukh and synthesized them into an injectable serum. If injected into the blood stream of a child before they are two, there is a 85% chance of them becoming a film star too.

Noagra:

Often you have a dose of Viagra and then things don’t work out. The results then could be very hard on you. Two tablets of Noagra can bring you back to normal within 10 minutes.

Batradine:

Again this is DNA synthesis. The DNA of a well-known magazine publisher has been processed to give you a serum that will make your child full of ambition and energy. Can result in hair fall though!

Pomplein:

Just when you thought there was no cure for pompous bosses and clients who give you lectures just because they have a fancy title and an MBA. This is an electric ‘pen’ that emits a special high frequency sonar that converts any word longer than eight letters into a cartoon character’s name. Imagine a CEO getting up and saying ‘This Pokemon is about Donald Ducking our sales

by Calvin and Hobbs with Donald Trump.’ (I did say cartoon characters didn’t I!)

WikiLenses:

Wondering what to do in a world where all kids seem to be scoring 98 % and 99% whereas your kind is a simple goofer like you. Implant WikiLenses, these lenses allow your child to ‘record’ everything they read and recall it when they are taking their exams.

Like we said many of these drugs are at a testing phase, but watch this space for the announcement of launch dates.

JULY 2018 | PITCH | 35

CAMPAIGN/ADVERTISING

Various health announcements have been made at different points of time to create awareness among the people of our country. Since celebrities have always influenced the thinking of people, megastar Amitabh Bachchan is usually the face behind majority of the announcements that the Government intends to make. These health advertisements have gained mass popularity and created an impact in form of increased awareness about specific diseases and methods of preventing them.

PULSE POLIO The Pulse Polio campaign aimed to bring out the message that every effort by a parent on the betterment of their child would be useless if they are not given polio drops at the right time. The result of the announcement could be seen in 2014 when India was declared polio free by World Health Organization.

TUBERCULOSIS Part of the #TbHaregaDeshJeetega campaign, this advertisement intended to educate on the importance of early diagnosis and infection control in order to combat Tuberculosis.

The idea was to reduce new infections and take the symptoms seriously.

36 | PITCH | JULY 2018

HEPATITIS B In this campaign, Amitabh Bachchan shared his own story of how he combated Hepatitis B. Through this, he highlighted the importance of vaccinating a child to prevent the problem and conveyed that we should not be scared but fight against the disease because if he could defeat hepatitis, others could too.

DYSLEXIA Maharashtra Dyslexia Association wanted to increase awareness on Dyslexia, a difficulty faced by one in ten children. Through this campaign, ‘The Dancing Letters’ book was introduced which helped kids differentiate between similar looking letters, numbers and words, it intended to bridge the gap between dyslexic and other kids.

JULY 2018 | PITCH | 37

MEDICAL TOURISM

AUTHORED COLUMN

MEDICAL TOURISM IS PROJECTED TO GROW TO $ 7 – 8 BILLION BY 2020

Dr. (Prof). D. K. Agarwal MD, DM (Neph), DNB (Neph), MAMS (Neph), FICP, FISN, FASN Senior Consultant, Nephrology

Indraprastha Apollo Hospitals New Delhi

I

ncreasing health care costs are forcing modern consumers to search for different ways to reduce expenses and still get the quality medical services they need. Medical Tourism solved this problem, in which people living in one country travel to another to seek medical care. Medical Tourism has a long standing history, going back to thousands of years. Records show that in Greece, thousands of years ago, patients came to the healing god Asklepios in Epidauria.

There are several types of Medical Tourism like 1.

“Temporary visitors abroad” who go for either check up or treatment.

2. “Long term residents” e.g. people who move to a location better for their health.

3. “Medical Tourists, from 2 adjacent countries who

38 | PITCH | JULY 2018

share common borders” and have agreed upon sharing health care.

4. “Outsourced patients”these are patients who are sent abroad by their government, as the neither necessary treatment nor the specialist is available locally.

Why do patients go to other countries for treatment, there are various reasons for this like – 1.

Affordability is probably the most important reason to go to other countries where patients get same quality of treatment in very low costs.

2. Accessibility – means patients can get access there and there is no long waiting list.

3. Availability – means the treatment required by the patients should be available

in the country chosen for Medical Tourism.

4. Acceptability – The quality of treatment, which should be latest and world class, refers to the availability of better care perhaps better technology, or a better specialist or simply better service and personalized care abroad compared to care in the home country.

5. Assurance – Applies to past experiences of patients who received treatment in those hospitals.

There are several reasons, related to above, why patients choose to become medical tourists. Affordability is one of the major factors e.g. the price of a coronary artery bypass graft (CABG) is $ 113,000 in the USA, but only $ 10,000 in India; heart valve replacements cost $ 150,000 in USA, but $ 9,500 in India, and knee replacements cost $ 48,000 in the States,

There are certain potential threats due to medical tourism like – 1. Greater inequity in the health system. but only $ 8,500 in India. Most references quote the prices of surgery in India, Thailand & Singapore as only 5% to 10% of the prices in the USA. There are many Medical Tourism destinations around the world however top 10 are as follows:1. India, 2. Brazil, 3. Malaysia, 4. Thailand, 5. Turkey, 6. Mexico, 7. Costa Rica, 8. Taiwan, 9. South Korea & 10. Singapore Medical Tourism is a growing sector in India. In October 2015, India’s medical tourism sector was estimated to be worth US $ 3 billion. It is projected to grow to $ 7 – 8 billion by 2020.

According to the confederation of India Industries (CII) the primary reasons that attracts medical value travel to India is cost effectiveness and treatment from accredited facilities at par with developed countries at much lower cost.

The medical tourism market Report: 2015 found that India was “one of the lowest cost and highest quality of all medical tourism destinations”. Foreign patients travelling to India to seek medical treatment in 2012, 2013 & 2014 numbered 171,021, 236,898, and 184,298 respectively. According to a CIIGrant Thornton report released

in October 2015, Bangladeshis and Afghans accounted for 34% of foreign patients, the maximum share primarily due to their close proximity, with India and poor healthcare infrastructure. Russia and the common wealth of Independent states (CIS) accounted for 30% share of foreign medical tourists arrival. Other major sources of patients include Africa and the Middle East particularly the Persians Gulf countries. In 2015 India became the top destination for Russians.

Chennai, Kolkata, Mumbai, Hyderabad, Bangalore and NCR (New Delhi & nearby Cities) received the highest member of foreign patients primarily from South Eastern countries, with Chennai having come to be known as “India’s Health Capital”.

Considering Medical Tourism concerns regarding quality of care, the government and CII have taken the lead in the process of National accreditation and licensing for the private sector like NABH. The Joint Commission International (JCI), which is an international body, has accredited more than a dozen hospitals in India.

2. Increased shortages of skilled health professionals.

3. Quality of care and accreditation issues.

4. Unregulated growth of the private sector.

5. Increased cost of medical treatment.

To counteract this threat and to ensure that medical tourism has a favourable impact on the public health system, certain measures will need to be taken. These steps should be – 1. Equitable growth of public and private sectors.

2. Availability of skilled health professionals.

3. Reduce variation or gaps in quality of care provided in public and private sectors.

4. Established links between the public and private sectors.

We should also provide the same quality treatment to all sectors of Indian population and there should be a balance between private and public sector health care system, then only medical tourism will be fruitful in real sense.

JULY 2018 | PITCH | 39

MEDICAL TOURISM

OPINION

MANOJ KUMAR, IBNSINA P: How do you market or promote the medical facilities of India for the purpose of Medical Tourism?

MK: India has been one of the most sought after places for medical tourism owing to quality medical expertise and cost effectiveness. This is what we leveraged by bridging the gap between a patient’s need and the medical services available in India.

We offer affordable and accessible travel, along with readily available information to all our patients and clients, thereby making the entire process of getting the treatment easier. We have a good contract with the network of hospitals in India and also presence in the Middle East countries, which are one of the highest contributors to the medical tourism in India. Taking this a notch higher, we facilitate the visits of specialized Indian doctors by organizing OPD and surgical camps across the border.

40 | PITCH | JULY 2018

P How has marketing in health tourism changed over the past few years?

MK: In the early age the health tourism market was totally dependent upon translators and referrals but now the trend has changed. Now it’s dependent upon seminar, exhibition, digital marketing, B2B etc

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AROUND THE GLOBE

‘THE LALIT’ MODIFIES LAW TO SUPPORT LGBTQ MOVEMENT Extending its support towards the LGBTQ movement on the occasion of Global Pride Month, The Lalit Suri Hospitality Group announced its path-breaking Group Mediclaim Policy. This makes the hotel, the first chain to provide mediclaim policies to LGBTQ community who have been outcast by the law from this employment benefit. Associating itself with ICICI Lombard, the policy aims to extend healthcare benefits to include LGBT people, their families, adopted children or those born through surrogacy to heterosexuals, same sex couples, and single parents.

‘NUTRIFY INDIA NOW’ LAUNCHED BY ICMR The Indian Council of Medical Research’s Hyderabad counterpart, National Institute of Nutrition launched the first of its kind nutrition application, Nutrify India Now. The application is developed with the intent of incorporating healthy eating habits within individuals. It is authentic as it uses specific guidelines prescribed by the ICMR, well-researched India-specific databases, thereby providing complete nutritional information about Indian foods.

AMAZON FORAYS INTO HEALTHCARE In a bid to enter the pharmacy segment, e-commerce giant Amazon announced its plan to buy Pillpack, a startup that pre sorts prescriptions to serve people who manage multiple medications. The $1 Billion deal came in just a few months after its rival Walmart was reportedly thinking of buying the five year old startup.

US APPROVES FIRST MARIJUANA – BASED DRUG FOR EPILEPSY On June 25, The Food and Drug Administration approved the use of marijuana- based cannabidiol (CBD) solution called Epidiolex for the treatment of two rare forms of epilepsy — Lennox–Gastaut syndrome and Dravet syndrome, in patients aged 2 and older. However, the launch of Epidolex remains at the sole discretion of The Drug Enforcement Administration which classifies substances (like Marijuana and heroin) under Schedule 1 based on the potential for misuse, stating that these have no medical benefits.

42 | PITCH | JULY 2018

GAMINGADDICTION OR DISORDER? The World Health Organization categorized gaming addiction as a mental health condition in its 11th edition of International Classification of Diseases. However, before considering the diagnosis, the gaming behaviour and related features in an individual has to be observed over a period of 12 months. The ICD is an annual publication released by the WHO which is used internationally as a ‘standard diagnostic tool for health management and clinical purposes.’

NATCO PHARMA LAUNCHES HEPATITIS C DRUG Natco Pharma has launched a fixed dose combination of Sofosbuvir-Daclatasvir tablets for the treatment of Hepatitis C under the brand name Hepcinat Plus in India. The company has launched the drug at a maximum retail price of Rs. 17500 for a bottle of 28 tablets.

FORTIS ALL SET TO MAKE A DECISION Fortis Healthcare Limited will be choosing between binding bids submitted by Malaysian group IHH Healthcare and TPG backed Manipal Health Enterprises, who were the only two bidders left for the acquisition of the group towards the July 3 deadline.

JULY 2018 | PITCH | 43

INTERVIEW

ASHOK BAJPAI

Managing Director, Indraprastha Apollo Hospitals, Delhi

Anam Khan P: How has PM Modi’s NHPS (National Health Protection Scheme) also known as ‘ModiCare’, affected the private healthcare sector?

We all are enthused by the government’s announcement to help the poorest people of this country. I think it is a very noble plan. We all need to get together, the government, people and the private sector to develop this plan, which would have to be sustainable and replicable across the country. So I think we have a great journey going forward.

Details of the scheme haven’t yet been announced.

There is still some time for PM Modi’s plan to come into existence, which is directly going to impact hospital, but we understand the direction in which it is going. So currently at Apollo Delhi for example, we have reserved 1/3rd of our beds i.e. 33% for the EWS (economically weaker sections) in-patients while 40% of the EWS out-patients are currently being treated free of charge.

Since we want to continue to

44 | PITCH | JULY 2018

be a part of this scheme, there has to be a balance in making sure it is sustainable. We want to make sure that we are able to provide quality care, and for that there is a cost. For example, treatment given by a dentist can vary depending on the quality of care, equipment they use, the procedures and protocols they follow etc. We have noticed that in India because of the infection protocol and infection issues, procedures done are successful, but the care which has to be given afterwards (postoperative care) is not proper.

For tertiary care hospitals like Apollo, it makes sense to have 360 degree care program around its patients. So when you get world class service, it is not just at the operating table but beyond it as well. If there is a lot of cost capping, it may affect the quality of care.

P: The Apollo group is one of the oldest groups in the healthcare industry, what challenges have you faced in building a brand name?

Dr. Reddy was a pioneer. He envisaged private health care

for Indians almost 15 years ago.

This was well before anybody else thought of it. He had a vision and was able to take private health care at Apollo to a point, where we rival the best outcomes in the entire the world. There has been a time when we have also exceeded the Mayo Clinic in cardiology in terms of the outcome. For this to be done at 10% of the price of what is available in the United States is truly visionary, and shows his love for the Indian people.

P: When it comes to marketing in healthcare industry, how is it different from the other types of marketing?

The biggest difference is that marketing in the medical space is governed by the rules of the Medical Council of India (MCI).

We do not market our doctors instead are focused on the needs of the patients.

For example, you will see ‘DIAL 1066’ written outside our main gate because we want to let the people know that we are here for you during emergency. It is purely

dependent on patient needs.

Secondly, our health checks are specifically designed for men, women, corporates and also for international patients. We tailor our capabilities to patient needs and that is extremely important.

P: How has Apollo diversified over the years in different segments like pharmacy and insurance?

It started with one hospital, which came into being because Dr. Reddy had lost a cardiac patient who could not afford to go abroad for his treatment.

That young man left behind his wife and children, which affected Dr. Reddy so much that he felt he must do something about it.

The thought behind starting the Apollo pharmacy was to secure our supply chain to make the purest medicines available for our patients at Apollo.

Apollo Sugar was started to educate people and provide care for patients that suffer from diabetes. All the camps that we organise around the country are an attempt for

WE ALL NEED TO GET TOGETHER, THE GOVERNMENT, PEOPLE AND THE PRIVATE SECTOR TO DEVELOP NHPS / ‘MODI CARE’, WHICH WOULD HAVE TO BE SUSTAINABLE AND REPLICABLE ACROSS THE COUNTRY

people to be healthy. If a patient is sick, we should be able to help them along their journey, whether it is through financing - Apollo Munich or by providing pure drugs - Apollo Pharmacy.

P: How important a role is digital marketing playing?

Digital marketing is a very important component of our marketing strategy. For us it gives us the reach, where physical marketing cannot.

It is more cost efficient, as it allows you to customise the information that is required.

We are looking at social media and are looking at digital marketing to be a bigger component of our marketing efforts. Going back to my first point our patients are also getting more tech savvy. If you look at the way India is growing, with young India turning to their personal screens for answers, I think for us it is imperative to have a presence in their mobile phones.

We are looking at multi lingual messaging. We want to make sure that we are able to reach patients in their language so that they understand the treatment and the care that can be provided. Diseases can strike at any time and we want to be able to provide answers immediately, which is possible through the digital medium.

JULY 2018 | PITCH | 45

TECH - WWDC

A WWDC A YEAR KEEPS THE APPLE UPDATED EVERY YEAR

W

hen technology connects with creativity, incredible ideas come to life and Apple has mastered the art of creating master pieces.

let’s take a look at some key announcements at WWDC! The Apple Worldwide Developers Conference is a conference held annually by Apple Inc. in San Jose, California. Apple uses the event to showcase its new software and technologies for software developers. Attendees can participate in labs with Apple engineers and attend in-depth sessions covering a wide variety of topics.

WWDC began in 1987 in Santa Clara. After 15 years in nearby San Jose, the conference moved to San Francisco, where it eventually became Apple’s primary media event of the year and regularly sold out. WWDC returned to San Jose 13 years later.

10

REASONS FOR APPLE USERS TO CELEBRATE

1. THE NEXT GENERATION OF iOS CEO Tim Cook took the stage to introduce the new iOS 12, a smarter Siri, and more at the annual conference. iOS 12 comes with a variety of new features, which includes things like group FaceTime, new Animoji, some quality of live improvements to Siri, improvements in performance (especially for older devices) and updates to its push into augmented reality.

2. WHEN YOU THOUGHT YOU HAD ENOUGH OF REALITY Apple is bringing out its newer and smarter version of ARKIT 2.0, the next generation of its development software for augmented reality experiences on the iPhone. Tim Cook has alluded to the importance of augmented reality for the iPhone multiple times over the years and here is Apple’s new improved version with improved face tracking, more realistic rendering, 3D object detection.

LEGO’s director of innovation Martin Sanders demos LEGO AR City, which uses ARKit 2 features including shared experiences, persistent AR and 3D object detection.

Tim Cook welcomes developers from

77| different countries 46 PITCH | JULY 2018 to WWDC 2018

3. IN THE WORLD OF BITMOJI, WE AIN’T RUNNING EMOJI BECAUSE IT’S TIME FOR MEMOJI While everybody thought Emoji is the newest and the coolest trend to express feelings and moods, Snapchat gave the world- the gift of Bitmoji. But that wasn’t enough and Apple had different plans. Apple is giving users a way to create a customized avatar for themselves that will behave exactly like an Animoji, an animated emoji that moves around as you move your head.

The best part is you can stick out your tongue and your Animoji will do the same.

4. DISTANCE IS ACTUALLY A GROUP FACETIME CALL AWAY Yes, you heard it right! Facetime is not limited to a single person, now on iOS12 you can chat with up to 32 people.

Kelsey Peterson creates her personalised Memoji character. is making it easier for developers to prompt users to rate their apps.

7. THE SUCCESS OF APPLE APP ECOSYSTEM App Store hits 20M registered developers and $100B in revenues, 500M visitors per week. Apple loves to tout these numbers every year, but it’s also an important barometer to measure the success of the Apple App ecosystem.

WatchOS 5

5. IT’S A WALKIE TALKIE AND A WORKOUT PRO WATCH THIS TIME Apple introduced watchOS 5 which has a bunch of new features that will show up in the next generation of the operating system for the Apple Watch. It includes new features like new workout types such as yoga and hiking, challenges for friends, and automatic workout detection. There’s also Siri shortcuts and the walkie talkie, where you can talk into your watch like a walkie talkie.

6. GOOD NEWS FOR MAC USERS! IT’S RENOVATION TIME FOR MAC APP STORE Apple’s Mac App Store, the other App Stores for its line of laptops and computers, are getting a complete overhaul. Everything is divvied up into tabs and more intelligent grouping, and Apple Craig Federighi introduces iOS 12, the latest version of the world’s most advanced mobile operating system.

8. THE NEWBIE IN TOWN- MacOS Mojave is the new and upgraded version of MacOS which brings in a ton of incremental updates for the service that include a “dark mode” that dims most of the elements on the screen. There are also a bunch of new tools to help users stay a little more organized, such as a new way of viewing files in Finder and stacking documents intelligently.

9. TIME CHECK ON APPLE SCREEN FOR CHILDREN Apple unveils new screen time controls for children and a new set of ‘digital wellness’ features for better managing screen time.

Apple is adding options in iOS to track usage of certain apps, as well as time limits to flag users when they’re approaching the selfimposed boundaries within iOS. The updates also include more robust do-not-disturb modes. All this also extends to parental controls for children.

10. APPLE USERS WILL CONTROL SIRI WITH NEW SHORTCUT TOOLS Apple is giving its users the ability to create custom commands with Siri. The whole process involves chaining together a bunch of activities and queries within Siri that users can piece together to respond to a single voice command like “I’m headed to the gym.”

JULY 2018 | PITCH | 47

GADGETS

WONDERS OF GADGETS FLIPKART WELCOMES REDMI 5A Xiaomi celebrated it’s 4th year anniversary in India on July 10th through several exciting offers and discounts. One such offer was on Redmi 5A with 2GB RAM and 13MP camera, which went on sale on Flipkart on the 9th of July, starting at an instant 10% discount with Axis Buzz credit card. The e-commerce platform is offering the budget smartphone at an easy EMI starting from INR 200 per month. No-cost EMI for the device starts from INR 667 per month. Redmi 5A comes in two variants -- 2GB RAM + 16GB ROM and 3GB RAM + 32GB ROM. Both the variants are priced at INR 5,999 and INR 6,999 respectively. Also, both variants come in four colour options: Blue, Gold, Rose Gold and Grey.

NO WIRES ATTACHED TAGG Sports+ Bluetooth wireless earphones are the new kids on the block! Priced at a nominal rate, TAGG sports+ earphones are a refreshing treat for the ears. With bluetooth V 4.1 and CSR 8640 technology, these earphones are sweat resistant and have 8 hours of battery life. Bluetooth Headphones are equipped with ATPX technology for brilliant sound quality. In regard to compatibility, it is compatible across all devices irrespective of their platform (Android or iOS) be it a tablet, smartphone or PC.

PLAY STATION OR DELL’S NEW GAMING LAPTOP?

Talking about their target audiences, Rohit Dhingra, Cofounder, TAGG, said, ‘We at TAGG digital make tailor made solutions for Indian customers and offer the most efficient products equipped with the latest technology at value price points. Since a large chunk of our target group is fitness conscious, our products are specially designed to complement their lifestyle.”

FEATURES LIKE A LUXURY PHONE, PRICE VERY ECONOMIC The Tambo TA 3 is a specific solution for those who are mobile lovers and want to keep themselves updated. With 4.95” (12.57 cm) display and a screen resolution of 480 x 960 pixels, it runs on Android v7.0 (Nougat) operating system. As far as the rear camera is concerned this mobile has a 5 MP camera. Yes, it does have quality features like face detection and a fingerprint sensor.

Commenting on the further plans of Tambo regarding expanding in India, Sudhir Kumar, CEO, Tambo Mobile, said, “Tambo aims to become one

48 | PITCH | JULY 2018

of the top three mobile brands by 2019. Our target audience is ‘one and all’ as our devices are easy to use, accessible and

Dell brings new gaming laptops to India at INR 80,990 onwards.

Recently, Dell launched a new laptops as a part of its “Alienware” series, high-performance gaming “G Series” and All-in-Ones (AIOs) in its Inspiron series.

Dell “G3 15” gaming laptop will be available at a starting price of INR 80,990 from July 13, Dell “G7 15”

gaming laptop will be available at a starting price of INR 1,24,690 while the price of Alienware 15” laptop starts at INR 1,46,890.

The price of Alienware 17” laptop starts at INR 2,08,790 while “Inspiron 24 5000” AIO at INR AIO at INR 91,690. affordable making it the best buy for people of any age group, economic strata, and literacy background. Therefore, along with innovative and leading technology, we also promise a service warranty of 200 days replacement along with warranty of one-time screen replacement within 365 days of buying the phone. Tambo already has more than 600 service centers in India and aims to have 1000 service centers by the end of 2018.”

RAPID FIRE

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APP STORE

WHAT YOU GOT IN YOUR MOBILE?

‘HEALTH n WEALTH’ a million-dollar partnership

Personalized medical reports on iOS and Android- COOL

T

he Healcerion SONON 300C, Portable Ultrasound is an ultrasound device that utilizes iOS and Android technology to view and transmit ultrasound images and recordings. The device is intended for diagnostic ultrasound echo imaging, measurement, and analysis of the human body for clinical applications including fetal/OB, gynecology, and general (abdominal) imaging.

Information for this product was provided courtesy of the WHO’s 2016 Call for Innovative Health Technologies for Low-Resource Settings.

50 | PITCH | JULY 2018

Health checks these days aren’t only related to hospital visits for regular checkup’s, but are also done through AI. One such Bengaluru based app, DocTalk is in the news for raising $10 million from investors led by venture capital firm Nexus Venture Partners.

Indian cricket team’s former Captain-Cool is now Netmeds Physiognomy

Netmeds, an online trusted medical store and M.S Dhoni have collaborated for a new ad campaign featuring Dhoni as the Brand Ambassador.

Now that’s a boundary shot played by Netmeds to promote the online app and to gain the maximum eyeballs by creating a brand identity.

Does Musical.ly have a silent competitor?

‘Instagram Stories’ now lets its 400M users add soundtracks, giving the app a way to compete with the tween favorite Musical.ly. It is said, music can soothe and calm your soul and at the same time the right choice of music can make a boring photo or video much more interesting. Instagram is launching the new feature on iOS and Android in 6 countries including, the U.S. Users will be

able to choose from thousands of songs by artists including Bruno Mars, Dua Lipa, Calvin Harris and Guns N’ Roses. The good news might turn into bad news as the copyright won’t be allowed on Snapchat.

something fresh to revitalize its business and has confirmed its support for trading 30 tokens and a 0.1 percent trading fee.

Line has revealed big names like Bitcoin, Ethereum, Bitcoin Cash and Litecoin so far. Now we have to wait and watch, how soon Facebook makes its entry in to blockchain.

Surf the web without the internet! Google’s got good news for its android users

It seems google never stops working and keeps re-inventing itself. Recently, Google chrome introduced a new feature for its Android users in India and other countries, which allows surfing the web without an internet connection.

Chrome will automatically download the content which is popular at a specific location, if the mobile device is connected to a free wifi. If it is Google

Chat-App Line revives its existence, plans to launch a cryptocurrency exchange by July Messaging app firm Line confirms the launch of its cryptocurrency exchange platform called BitBox by July. BitBox will be available worldwide and in 15 languages,

but the service won’t be available for users in the U.S. and Japan — that’s presumably down to regulatory uncertainty.

Line indeed was in need of

made sure to keep its audiences engaged. Despite 150 million users, Facebook stories is not as popular as Facebook would like it to be, so Facebook is trying to get more people to engage with it by liking it or commenting on it. Facebook is bringing Like,

it has to be unique and that has been proven as the new feature of chrome helps the automatically downloaded content to be available for access anytime, even without an Internet connection. Once signed into Chrome, users will also get articles that are relevant to them, based on their browsing history. The updated version is available on Play store.

How many ‘Likes’ did you get on your ‘Facebook Story’?

Yes, that’s true! From news feeds to stories, Facebook has

Haha, Wow, Sad, Angry and Love “Reactions” from News Feed to Stories, replacing the generic emoji quick replies it previously offered. It’s also adding two “interactive stickers” — a flame and a laughing smiley — you can add to your own Stories that when tapped by a friend, shimmer and notify you.

To the same effect, Facebook is letting people start a group reply to your Story. And when you tap to see who’s viewed your Facebook Story, the viewer list will highlight people who sent reactions or Messenger replies.

Times group went shopping! Times Internet spends $140M to buy popular video app MX Player to get into streaming

Times Internet is planning to introduce a streaming content service- MX Player to users which is expected to go live before August. The plan is to introduce at least 20 original shows and 50,000 more across

multiple local languages in India during the first year. The service will originate from Korea and is targeted at the idea of providing an alternative to television in India. Does that mean Netflix and Amazon Prime have a competitor in the market?

JULY 2018 | PITCH | 51

FEATURE

OF PULL-UPS AND LEG CURLS – THE STORY OF THE FITNESS INDUSTRY IN INDIA

T

he evolution of the fitness industry in India has been commendable. According to a report by Research and Markets, the Global Gym and Health Club Market is expected to grow at CAGR 11.2% by 2021.

According to the report, one of the major drivers for the growth of this market is the rise in urbanization. Growth in urban population has led to changing lifestyles and people becoming health conscious and aware of their body type.

THE GYM SAGA We have become more demanding in terms of services that our gyms provide.

Therefore, gyms today have been customized in such a way that they give a full platter of services to their clients – spa, sauna, yoga, meditation, weight training, kick-boxing, yoga, aerobics, Zumba, Tai Chi etc.

ARE YOU IN LOVE WITH THE SHAPE OF YOU? Every individual has a different journey and gyms these days have a lot to offer to its consumers. For a person looking to shed weight, the array of services provided are entirely different from those provided to people looking to tone up.

52 | PITCH | JULY 2018

A STAGGERING 47 PERCENT OF INDIA’S 1.3BN POPULATION IS UNDER THE AGE OF 25, AND THE IMPORTANCE OF SOCIAL MEDIA IN DRIVING MILLENNIAL INTEREST IN WELLNESS CAN NOT BE OVERLOOKED

‘Gym Cafes’ are the new love of those following a strict dietary regimen. Gym vendors like O2 and Gold’s gym in India provide extravagant services, which might be little pricey but the sense of assurance they provide to each of their customers is a big thumbs up.

NECK TO NECK COMPETITION The Indian fitness industry is going through a revolution spiked by an increasing

possibility of growth is more in the industry. number of cases of obesity and diabetes. If you look around, you will find that weight loss advertisements are everywhere. This is one of the reasons why health clubs and gym memberships are increasing. Spending on a gym membership was earlier seen as a luxury, but now it is a way of life. Also, in tier 2, tier 3 cities, people are very interested in wellness and fitness these days.

Today’s generation wants to

look and feel good at any cost and this is further fueling the overall growth of the fitness sector.

FITNESS IS IN THE AIR International fitness chains and gyms are taking the franchisee route to enter India. Considering India’s middle-class population’s growing fascination with fitness, there is a big opportunity in the market for these players. As the competition increases, the

STARS AND THEIR STAR-STUDDED GYM BUSINESS Many celebrities have also tried their hand at the business. Whether its Virat Kohli’s investment of 90 Cr in his initiative Chisel or Hrithik Roshan’s 100 Cr deal with startup Cure.fit, these actors have successfully entered the fitness industry and have been tagged as successful entrepreneurs.

JULY 2018 | PITCH | 53

FEATURE

MONEY NOT FUNNY IN A RICH MAN’S WORLD! According to the latest IHRSA (International Health, Racquet & Sportsclub Association) report, the global health club industry revenue was an estimated $83.1bn in 2016, up from $81bn in 2015. The global health club industry revenue totaled $87.2 billion in 2017, as more than 201,000 clubs served 174 million members.

WHAT HAPPENS IN BOLLYWOOD, DOESN’T STAY IN BOLLYWOOD In India, fashion and trends emerge from the west. These trends are then promoted by our favorite stars, who are also well-known influencers.

Bollywood plays a key role in promoting new trends whether it is a campaign or a brand, actors manage to grab millions of eyeballs globally.

SOCIAL MEDIA INFLUENCES ACTORS With the advent of Jio and good internet speed, the impact of social media has increased and it has emerged as one of the most effective ways to build your personal brand. It is never too late to hop aboard the social media train.

ACTRESS BIPASHA OR BLOGGER BIPASHA Seen for the last time on the big screen in 2015, a dedicated fitness enthusiast and a health conscious Bipasha has made a

DEIVEE IS A BRAND THAT IS AT THE FOREFRONT OF THE ETHICAL FASHION REVOLUTION

54 | PITCH | JULY 2018

successful brand name in the fitness world. She has been roped in as a brand ambassador for many fitness related brands like Real Activ Juice and Sugar free.

A few years ago, the actress unveiled a set of DVDs on fitness that made an impact.

She now has more to offer to fitness freaks as she is using the digital platform to impart knowledge about health and fitness.

‘GYM RAT’ OR ‘BUSINESS LUCK’?

Bipasha had always been seen promoting different forms of fitness regimes whether it’s yoga, weight lifting or her love Zumba.

She keeps at it constantly and makes sure that her Instagram reflects her passion for fitness by posting videos for her 5.6 M followers.

RUN FOR A CAUSE, EARN WITHOUT A PAUSE! Milind Soman is a much-loved brand name in Fitness industry.

Also known as ‘Iron Man’ he justifies the name by being passionate about fitness. An Indian supermodel, actor, film producer & fitness promoter.

His passion and love towards fitness is pretty evident

(#Milindrunning ) on his social media feed.

The year 2012 was splendid for the actor as he announced the beginning of Pinkathon, India’s Biggest Women’s run with the objective of spreading awareness about women’s health related issues - breast cancer in particular. The Pinkathon, organized by the

United Sisters Foundation is conceived as more than just a running event, with the participation of more than 60,000 women across 8 cities.

In year 2015, Milind participated in his first Ironman triathlon. It involved a 3.8km swim, a 180km bicycle ride and a 42km run, in that order, which he completed in 15 hours 19 min.

THE GLOBAL HEALTH CLUB INDUSTRY REVENUE TOTALED $87.2 BILLION IN 2017, AS MORE THAN 201,000 CLUBS SERVED 174 MILLION MEMBERS

PASSION AND FASHION FOR RUNNING The Marathon Man aka Milind Soman has mixed his passion for running with fashion.

In 2017, the actor decided to come up with his own brand inspired by his love for running.

Milind along with Darshan M, a serial sports business entrepreneur, came up with their brand DEIVEE. Deivee is a brand that is at the forefront of the ethical fashion revolution. All the products are made with the underlying business philosophy of being Healthy, Authentic and Sustainable.

JULY 2018 | PITCH | 55

HEALTH INSURANCE/ Q&A

Q&A WITH ANIKA AGARWAL SENIOR VICE PRESIDENT AND HEAD-MARKETING DIGITAL AND DIRECT SALES MAX BUPA HEALTH INSURANCE

56 | PITCH | JULY 2018

P: How much do you think the health insurance segment in the healthcare sector has grown and also what future do you predict?

AA: Health insurance is at a fairly nascent stage currently. Firstly, because it is under-penetrated, less than 27 percent of the population in the country has some kind of health insurance.

And, while retail inflation is well below single digit, medical inflation continues to stay high, at about 12-15 percent. However, the sector is expected to evolve dramatically in the coming years, at about 25% to 30% YoY, and projected to touch $350-400 billion by 2020.

The health insurance industry has definitely undergone change in terms of how the category is perceived.

Previously, consumers used to perceive health insurance as a dead investment which came to use only during hospitalization.

But that perception is slowly changing now with new-age insurance products that can be utilised on a daily basis and goes much beyond hospitalization.

The regulator wants insurers to offer holistic health plans which cover customers for illness and wellness and that’s the kind of modern health insurance cover that you can opt for.

Even consumers today are much more evolved in terms of their preferences. They are technology savvy and smartphones are the preferred medium for any kind of content consumption. Thus digital is the preferred medium which will surpass all. Even brands are now more open to spend a hefty sum on marketing through various mediums be it ATL, BTL activities, other consumer engagements which incorporates the use of digital media in the best possible manner. Moreover, brands also now believe that it’s essential to put consumers and their needs first, hence they are more personalized and curated as per consumers preference and needs.

P: If we talk about government health insurance policies, they are mainly impacting rural India

and 3 tier cities. How is private healthcare sector leveraging their reach to such areas?

AA: Since the time of inception, Max Bupa’s endeavor has been to provide comprehensive health insurance plans to all segments of consumers across metros, Tier II and Tier III cities alike. Unlike previously, we have observed an equally increasing demand from consumers living in Tier II/III cities to be optimally insured. This is an important consumer segment which every insurer wants to tap.

Max Bupa will continue to cater to the burgeoning demand from Tier II and Tier III cities through products like Max Bupa Heartbeat and Health Companion with product features designed as per the growing needs of the consumers, ranging across Individual and Family Floater plans with sum insured from 5 lakh to 1 crore.

Tier II and III markets have also been an important target audience for Max Bupa for all our campaigns. For instance, for the recent GoActive campaign, we targeted regional publications including channels and print publications

in multiple languages such as Hindi, Marathi, Telugu and Kannada and got favorable response.

P: Max Bupa has always been associated with many campaigns and activities. Do you think, today consumers have the tendency of buying things that they notice repeatedly?

AA: Max Bupa is recognized as one of the most trusted and admired brands in the health insurance sector, and our campaigns are built around strong consumer insights. We run digital and integrated brand campaigns throughout the year, with the larger objective of creating awareness amongst

consumers. Our campaigns are designed basis the targeted segment and one of the major segment for insurers is millennials and setting up direct communication with millennials is the key. Embracing an omnichannel approach to servicing customer needs, and keeping abreast of the competition is vital. Converting target audiences into buying might not be the end result of every campaign but such campaigns which resonates well with everyone definitely increases the recall value of the brand.

Just recently, we run a successful brand campaign for our recently launched product – Max Bupa GoActive. The

JULY 2018 | PITCH | 57

HEALTH INSURANCE/ Q&A

commercial was bolstered by an intensive digital campaign to drive conversation around #HealthKiHabit among Indians.

The 3 week campaign was run across leading television channels, print publications and Over the Top (OTT) media platforms in multiple languages across Tier 1 and 2 markets.

Social amplification through digital platforms like YouTube, Facebook and OTT platforms such as Netflix, YouTube, Truecaller, etc. further resulted in greater mileage.

Similarly, last year, we had launched a brand campaign around our 30 minute cashless claims promise. The campaign was run across leading television channels and social media platforms like YouTube and Facebook.

Keeping the objectives of building a long term relationship with its customers by becoming their healthcare partners, Max Bupa rolled out first of its kind, health initiative – Max Bupa Walk for Health in 2012.

Through this innovation, the brand has attempted to create differentiation by moving away from the popular perception of the health insurance category to being a health partner that takes care of customer’s health needs and motivates everyone to take up walk to stay fit and healthy.

P: Health insurance sector is always linked to buying and selling policies, which policy/ package in Max Bupa has been the most popular among your consumers?

AA: Max Bupa Heartbeat has been one of our longest running products and consumers across age groups have purchased the plan due to the distinctive benefits that it offers. It is one of the most comprehensive product available in the market till date and offers coverage for up to 19 relationships in a single plan, thus best suited for the Indian families. Max Bupa introduced any age enrolment and lifelong renewability in this product, which later on found its way in the IRDAI regulations.

Another example would be, Max Bupa GoActive. The product has been designed keeping in mind the evolving health

58 | PITCH | JULY 2018

needs of today’s consumers and includes many industry first features, such as AdvantAGE, i-Protect, personalized health coaching, etc. Though we have launched the product only four months back, 1000 GoActive policies have been sold so far and we expect GoActive to contribute to 10% of new sales in 2018-19. GoActive has also been voted as Health Insurance Product of the Year 2018. This recognition is the outcome of an independent consumer study conducted by research agency Nielsen that surveyed over 4000 customers in 8 metro and non-metro cities including Delhi, Mumbai, Bangalore and Chennai.

P: How has the face of marketing changed over the

years in terms of the health insurance segment?

AA: Since the rise of digital, social, and mobile, various businesses and brands have attempted to get closer and be more human in its customer centric approach. With the changing dynamics in marketing and the insurance industry, it is critical for insurance companies to rethink about utilizing content as a means of engaging with customers, prospects and employees.

As consumers these days spend more time on smartphones, tablets and laptops, the challenge for brands is to connect with customers through all these devices in real time and create campaigns that work across social media, display

advertising and e-commerce.

The real-time conversations brands have with people as they interact with websites and mobile apps has changed the nature of marketing.

The modern-day marketing department needs to combine the creative side of the discipline – using powerful narratives to tap into people’s wishes and aspirations – with the technical side of data, digital engineering and analytics.

‘Putting consumers first’ has today become the key criteria for majorly all the marketers today. The same now goes with most of the insurance companies including the healthcare sector.

The brands are engaging and experimenting with various ways to involve and stay connected with their customers on a daily

basis. Be it via social media, TV channels, print ads, etc. insurance companies are making efforts to ensure that they reach out to the right customer with the most appropriate offering to each one of them. This shows a paradigm shift in the marketing patterns that the health insurance companies are taking up.

P: Today companies in abundance are offering health insurance policies. How do you make sure to stand out in the market?

AA: As a brand Max Bupa stands for strong brand ethics, we stand for a purpose to lead consumers lead healthier and more successful lives. Our endeavour is to stay true to our purpose, create strong and positive

campaigns which create top of mind recall for the brand and health insurance as a category.

Customer centricity is the core of Max Bupa’s business.

Most consumers today hold insurers to the same standards they experience with other business to-consumer businesses, in terms of their ability to deliver highly personalized, high-value services. Our focus has been on enhancing capabilities in both customer frontend and core processes, to not only automate but reimagine the way we serve our customers. In our business, it is very important to ensure that we are there for our customers when they need us the most. At Max Bupa, to be able to consistently deliver on our promise of 30 mins pre authorization guarantee is a showcase of how we have leveraged technology to reduce turnaround time.

Further, we have also been taking up a lot of marketing related initiatives keeping digital as our focused area of growth, and allocated about 30 to 40% of our marketing spends on digital front. We have lately come up with a lot of creative campaigns to promote the importance of taking up health insurance and have certainly got great response from the audience. Our reach through digital media is not confined to Tier 1 cities alone but we have outstretched the reach to smaller cities as well by targeting the media with multiple languages such as English, Hindi, Marathi, Telugu and Kannada. Max Bupa has a very high brand awareness, almost 73%, amongst the standalone HI players.

P: How much do you think the NHPS scheme after being implemented will boost India’s insurance sector?

AA: NHPC scheme is poised to be a game changer, with the potential to transform millions of lives, by reforming the healthcare ecosystem. It is a big step by the Government towards implementing health and financial inclusion and driving health insurance penetration by bringing Indians at the bottom of the pyramid (BoP) into the insurance fold with a sizeable insurance cover.

JULY 2018 | PITCH | 59

LIFESTYLE

BEAUTY UNDER THE KNIFE Anam Khan

B

eauty lies in the eyes of beholder- or does it?

Perfect beauty is described as big eyes, a sleek-pointed nose and full lips. These days beauty includes almost every part of the body whether it’s hair, chest, breasts or hips. Skin color and skin texture also come under the scanner when we talk about beauty.

It is said, nobody is perfect and everyone has flaws. These are not actually flaws but are considered flaws by the beauty pundits. For many, being confident in their own skin is beauty but there are also those who are happy to spend on getting that picture-perfect beauty. The beauty industry has evolved and aesthetic centers are multiplying in the country.

From Botox to Rhinoplasty and Mesotherapy, treatments offered to enhance a particular body part are ever expanding.w

LETS TALK ABOUT- ‘BOTOX’ It’s Botox everywhere, but what is Botox?

Botulinum Toxin or Botox is a neurotoxic protein produced

by the bacterium clostridium botulinum and related species.

In simple words, Botox, the wonder neurotoxin has helped iron out wrinkles and creases on several famous faces.

BEAUTY AND THE PAIN

Five years ago, the only thing we would hear about when it came to cosmetic treatment would be Botox fillers, a nose job and laser hair removal. The market today has changed dramatically. From vampire facials to oxygen facials, and even vaginal re-shaping, the scope has expanded multifold. Aesthetic centers are frequented by women across age groups. They are no longer restricted to hide the effects of ageing on the face. In fact, as industry experts say, they have equal or sometime even more women in the age-groups of 18 to 25 frequenting their centers for treatment.

BEAUTY MARKET AND IT’S GROWTH Globally, the beauty market has expanded over the last few years. It is especially strong in developed countries like the U.S.A and U.K and is growing by leaps and bounds in Indian.

The global facial aesthetics market was valued at $ 2.5 billion in 2013 and is expected

60 | PITCH | JULY 2018

to reach to $ 5.4 billion by 2020. It is growing at CAGR 11%. Increasing demand has led the Botox industry to make a mark of its own in the facial aesthetics market. This is primarily because women these days are proactive about their beauty needs and most of them turn up for Botox treatments with either a medical or cosmetic requirement.

NO PAIN NO GAIN!

The definition of this ageold proverb has changed completely because of technological advancement. It is easy to achieve the perfect body without any hard work but with lots and lots of pain.

Thanks to dermal fillers and reconstructive surgeries!

Global Dermal Fillers Market: Overview According to the report of FMI (Future Market Insight), the global dermal fillers market is expected to grow from an estimated value of more than US$ 3,600 Mn in 2017 to just over US$ 4,960 Mn by the end of the forecast period in 2027.

This represents a CAGR of 3.2% in terms of revenue over the forecast period of 2017 to 2027.

The global market for dermal fillers represents absolute $ opportunity of more than US$ 115 Mn in 2018 over 2017 and an incremental opportunity

THE GLOBAL FACIAL AESTHETICS MARKET WAS VALUED AT $ 2.5 BILLION IN 2013 AND IS EXPECTED TO REACH TO $ 5.4 BILLION BY 2020.

of more than US$ 1,300 Mn between 2017 and 2027.

INDIA’S HEROIC BEAUTY CLINIC

One of India’s most frequented beauty clinic for all the queries on skin treatment, hair treatment and Botox is definitely Kaya.

Kaya Skin Clinic is a provider of skincare, haircare, and beauty solutions founded in 2003 by Harsh Mariwala as a destination

that offers customized beauty solutions delivered by dermatologists.

Mariwala, the chairman of Marico Limited, conceptualized the prototype of ‘Kaya Skin Clinic’ at Marico’s corporate office in 2002. The company was incorporated on 27 March 2003 as part of Marico Limited.

It was demerged from Marico in September 2013 to become an independent entity and is currently traded on the National Stock Exchange as KAYA.

There are more than 100 Kaya Clinics across 26 cities in India. Kaya also has 20 clinics in the Middle East in addition to an e-commerce portal Kaya also operates a retail format called, ‘Kaya Skin Bar’ which houses specialized products that cater to skin and hair care needs.

And this is just the beginning, we are eager to see how much the Indian market bids on the beauty industry.

JULY 2018 | PITCH | 61

LIFESTYLE

INTEGRATING YOUR WORK AND HOME LIFE - TO

Maggie Webber is a professional Speaker, an Amazon International bestselling Author and personal and small business Coach, based in Australia. What initially inspired her to help people achieve lasting success, was becoming Dr. Deepak Chopra’s first Chopra Centre Trained Meditation Facilitator in the Pacific Rim. About four decades ago, Maggie launched her own marketing and management consultancy firm, where she has worked closely with many corporations and individuals.

LIVE STRESS FREE

Why is it important to integrate work and family?

Nowadays, work life, with its demands and sometimes excessive pressure, affects the health of people and their families. The pace of intense work, long working hours, and lack of flexibility to meet family demands, contaminate the quality of life of people who work outside their home and sooner or later, affects

T

he reconciliation of work life and family life has become one of those elementary achievements each person strives for – but sadly, like freedom, it is nigh on impossible to achieve. Today’s world of work, let’s face it – with its ‘smart’ phones, long hours in the office on top of commute times, and increasing levels of productivity and responsibility, often for shrinking financial returns - does not allow for such conciliation.

Integrating family and work means considering a harmonious development of yourself, where you can assume your family and work responsibilities, without one area being affected by and outbalancing the other.

Being able to achieve this integration is based on the realization this always starts with a personal decision. Each one can choose between staying longer in the office - and this will mean that the family waits at home - or deciding that work will wait until tomorrow, and that will mean arriving home on time.

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To be honest, striking a balance between home and work responsibilities is practically impossible, it is an unattainable goal that can put you into a vicious circle of guilt that never ends. When you are at work, you feel guilty for not being at home. When you are at home, you feel guilty for not being at work, and so on.

Therefore, instead of worrying about achieving a perfect “balance”, it is advisable to make the best possible with the time you have. Ensure that you:

Set aside time for your family

As well as booking time for work meetings, it is important you set aside time exclusively for spending time with your their physical or mental health. Also, their family life and work stress generates unhealthy behaviors that influence family relationships and the construction of positive bonds.

The first thing to do when trying to reconcile family and work life, is to ponder on certain important questions, such as: • What really are my priorities?

• How do I want to separate or integrate the different areas and aspects of my life?

Come to think of it: • Do you talk with your family during work hours?

• Do you leave your work phone on or do you turn it off when you get home?

• Do you tell your children and your partner how your day went in the office or do you prefer to forget about work as soon as you leave the office?

family or partner. Whether it’s an hour every night for dinner or all Sunday, set aside a family time every week in your calendar and do not let anything interfere with it. Time with your children should have the same priority and urgency as a meeting with your most prominent client. In this way, your loved ones will know they are valuable to you.

Manage your emotions

It is an established fact that conflict between the work and family domains has significant negative consequences, which include poor mental and physical health, loss of appetite, and especially, emotional exhaustion, which often leads to depression.

It is essential for

individuals to have as much control over their emotions as possible, to be in a proper state of mind to adequately manage the situation and maintain efficiency, both at home and at work.

Fortunately, being able to practice such emotional management is a skill that can be learned.

Set your priorities It is advisable to make a

list of the different tasks and order them consciously in order of priority. Some, of course, will not be done because they have less priority. These sacrifices are necessary because trying to give maximum satisfaction to both areas of your life will be a disaster; something that can leave you feeling depleted, or worse - mentally and physically exhausted.

Take some time for yourself

While talking about balancing work life and family life it is very easy to forget the personal.

Dedicating time exclusively for you may be the first thing you

Stay away from what does not add value to your life

There are many things that make us lose time: video games, too much time on Social media and the internet, television, empty conversations. All of them can make you spend less time than necessary with your family, so it is advisable to reduce them in your daily routine. Focus on what matters most to you, and not on the distractions that you have at your fingertips.

Delegate everything you can

At work - if you are able to delegate some functions to others - then do not miss opportunities to do so. You must trust the ability of others and let them collaborate with you. This way, you will avoid unnecessary overloads of work and you will be able to leave the office at a more reasonable hour.

let go. We all need a time in the day, exclusively for ourselves.

Whether reading, taking a relaxing hot bath, exercising or meditating; those moments of being alone with yourself will make you a better person for those around you.

Get a HeartMath™ coach

HeartMath™ refers to a comprehensive system, which was developed after two decades of solid, scientificbased research, and it encompasses techniques, technology and online programs that provide clear, concise methods for alleviating stress and creating a deeper, richer experience of life. It is an excellent solution that helps you take charge of your life in the moment, by managing stress, building resilience, as well as improving your performance and overall well-being. By attending a workshop or getting a HeartMath™ coach/ mentor, you can access tools and techniques which help you adequately integrate your work life and family life, in simple ways you have never been aware of before.

JULY 2018 | PITCH | 63

ART & AESTHETICS

DANCING GIRL C. 2500 B.C.

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ne of the rarest artefacts world-over, a unique blend of antiqueness and art indexing the lifestyle, taste and cultural excellence of a people in such remote past as about five millenniums from now, the tiny bronzecast, the statue of a young lady now unanimously called ‘Indus dancing girl’, represents a stylistically poised female figure performing a dance. The forward thrust of the left leg and backwards tilted right, the gesture of the hands, demeanour of the face and uplifted head, all speak of absorption in dance, perhaps one of those early styles that combined drama with dance, and dialogue with bodygestures. As was not unusual in the lifestyle of early days, the young lady has been cast as nude. The statue, recovered in excavation from ‘HR area’ of Mohenjo-Daro, is suggestive of two major breaks-through, one, that the Indus artists knew metal blending and casting and perhaps other technical aspects of metallurgy, and two, that a well developed society Indus people had innovated dance and other performing arts as modes of entertainment.

Place of Origin: Mohenjodaro Materials: Bronze Dimensions: 10.5 x 5 x 2.5 cm.

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Courtesy : National Museum , New Delhi

Large eyes, flat nose, well-fed cheeks, bunched curly hair and broad forehead define the iconography of the lady, while a tall figure with large legs and arms, high neck, subdued belly, moderately sized breasts and sensuously modeled waist-part along vagina, her anatomy. The adornment of her left arm is widely different from the right.

While just two, though heavy, rings adorn her right arm, the left is covered in entirety with heavy ringed bangles.

Besides, the figure has been cast as wearing on her breasts a necklace with four ‘phalis’ like shaped pendants. Though a small work of art, it is impressive and surpasses in plasticity and sensuousness the heavily ornate terracotta figurines.

#TheMaddies

CHARGE YOURSELF

FOR THE 4TH EDITION OF

MOBILE AWARDS

OCTOBER 2018 MUMBAI

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For Partnerships, Please Contact: Runa Sinha - National Business Head | runa.sinha@exchange4media.com | +91 9810497903 Ashish Kudalkar | Regional Manager West-Sales & Business Development | ashish.kudalkar@exchange4media.com | +91 9820541742 Sneha Walke - VP Special Projects & South Head | sneha@exchange4media.com | +91 9845541143

GALLERY

IDMA 2018 THE 9TH EDITION OF BIGGEST EXCHANGE4MEDIA INDIAN DIGITAL MARKETING AWARDS 2018 (IDMA 2018) ORGANIZED BY THE EXCHANGE4MEDIA GROUP WAS HELD ON 27TH JUNE 2018 AT HOTEL TAJ SANTACRUZ, MUMBAI. EXCHANGE4MEDIA FORMULATED THE INDIAN DIGITAL MARKETING AWARDS IN YEAR 2010 WITH THE OBJECTIVE TO RECOGNIZE, CELEBRATE AND ENCOURAGE THE WORK BEING DONE IN THE DIGITAL MEDIA SPACE. SPECIFICALLY, INTERNET, MOBILE, GAMING, SOCIAL MEDIA AND THE BLOGOSPHERE. RESPONSES WERE RECEIVED FROM MORE THAN 330 BRANDS AND 80 AGENCIES PARTICIPATED IN THE EVENT. MINDSHARE WON THE BEST DIGITAL & SOCIAL MEDIA AGENCY OF THE YEAR 2018.

MR. ASHISH HEMRAJANI – FOUNDER, BOOKMYSHOW WON THE TITLE OF IDMA PERSON OF THE YEAR.

1. Amit Khanna, Ulf Smedberg & winning team of The Future Group & LK Saatchi & Saatchi 2 Devendra Chawla, Walmart & Megha Tata, BTVI with winning team of TATA Group & Gozoop Online 3. Nawal Ahuja & Annurag Batra withTeam Aditya Birla Group Wiinner - BEST DIGITAL AND SOCIAL MEDIA ADVERTISER OF THE YEAR 4. Nawal Ahuja & Annurag Batra withTeam Mindshare Winner - BEST DIGITAL AND SOCIAL MEDIA AGENCY OF THE YEAR 5. Puneet Mishra , CEO, Zee Entertainment Enterprises & Vipul Chawla, MD-APAC. Yum Brands at IDMA 2018 6. Sanjiv Mehta, CMD, Hindustan Unilever Limited at IDMA 2018 7. Sanjiv Mehta, CMD, Hindustan Unilever Limited presenting award to team of Aditya Birla Capital Health Insurance 8. Team Zee Entertainment Enterprises Ltd Winner - BEST DIGITAL AND SOCIAL MEDIA ADVERTISER OF THE YEAR 9. Attendees at IDMA 2018 66 | PITCH | JULY 2018

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TECHMANCH 2018 THE THEME OF THE 2ND EDITION OF THE TECHMANCH CONFERENCE THIS YEAR WAS MARKETER FIRST

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BRINGING MARKETING BACK IN DIGITAL: DIGITAL’S RECENT PAST HAS BEEN MARRED BY THE CONCERNS FACING MEDIA PLATFORMS – FROM FAKE NEWS TO INAPPROPRIATE CONTENT TO MEASUREMENT. DISCUSSIONS WERE AROUND WHAT NEEDS TO BE DONE TO TURN THE CONVERSATION BACK TO MARKETING AND PUT THE MARKETER AT THE FOREFRONT OF CHANGE.

1. Deirdre McGlashan, Global Chief Digital Officer, Mediacom

2. Keynote Address by Vipul Chawla, MD-APAC, Yum Brands

3. (L-R) Prasad Shejale, Co-Founder & CEO, Logicserve

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Digital; Amita Mirajkar, Director & Co-Founder, Clairvoyant India; Abhijit Shah, CTO, DCB Bank; Rakesh Yadav, CEO & Co-Founder, Ad Global 360; Suresh A Shan, Head - IT & Innovation, Mahindra & Mahindra and Vivek Bharagava, CEO, DAN Performance Group

4. (L-R) Shouneel Charles, Senior Vice President &

Business Head, Timesnownews.com; Abhishek Ahluwalia, Head – eCommerce -India, Mondelez Internationa; Ankush Manchanda, Head Digital Marketing – Middle East, Africa, India, South East Asia, Bacardi and Shamsuddin Jasani, Managing Director, Isobar India

5. (L-R) Prasanna Lohar, Head Technology - Innovation 7

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& Architecture,DCB Bank; Neel Pandya, Head of Media, L’ Oreal; Priyanka Gandhi, Associate Director Integrated Marketing Communications, India; Head of Media for APAC Division, Colgate Palmolive; Devendra Deshpande, Head-Content Plus, Mindshare; Nishant Radia,Co-Founder & CMO, Vidooly and Dippak Khurana,Co-founder & CEO, Vserv

6. S Ravi Kant , CEO - Watches & Accessories, EVP Corporate Communications, Titan Company Ltd

7. Sanjiv Mehta, CMD, Hindustan Unilever Limited 8. Shoumyan Biswas, Chief Marketing Officer, Flipkart 9. Ulf Smedberg, Country Marketing Manager, IKEA India 9

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10. Lee Odden, Co-Founder & CEO, TopRank Marketing ( USA )

JULY 2018 | PITCH | 67

GALLERY

PITCH CMO SUMMIT 2018, BANGALORE THE PITCH CMO SUMMIT IS A FLAGSHIP PROPERTY OF THE EXCHANGE4MEDIA GROUP. IT WITNESSES A GATHERING OF THE BEST MINDS IN THE BUSINESS OF MARKETING. THE THEME FOR THE 10TH EDITION OF THE SUMMIT HELD AT BANGALORE WAS ‘I SHOP, THEREFORE I AM’ TODAY, AN INDIVIDUAL’S IDENTITY IS LARGELY DEFINED BY THE BRANDS HE CONSUMES. HENCE, ‘I SHOP, THEREFORE I AM’. AT THE PITCH CMO SUMMIT BANGALORE, THE BEST MINDS IN THE BUSINESS GATHERED TO TALK ABOUT THE RELATIONSHIP BETWEEN CX AND BUILDING SUCCESSFUL BRANDS. THEY UNDERSCORED THE INFLUENCE OF CUSTOMER EXPERIENCE IN BUILDING ADVOCACY AND VALUE.

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1. Lighting the Inaugural Lamp

L-R : T Vinay Kumar of Pepper Creative Awards Trust- Kochi , Annurag Batra, Aravind Kumar of the Ad Club Bangalore, Kartik Sharma of Wavemaker,Rashmi Daga of FreshMenu and Prakash S of Vikatan

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2. Annurag Batra, Chairman & Editorin-Chief, BW Businessworld and exchange4media

3. Rashmi Daga, CEO, FreshMenu 4. Sarthak Seth, CMO, Panasonic 5. L-R : Pradeep Thomas,Rejith

Singh,Regi Rasheed, Unnikrishnan B.K. Anil Surendra, Razeel Ahmed, Nagaraj Hundekar of Asianet News Network

6. Divya Lobo of TVS Motors posing a

question with Sumathy Nagendra of Bhumika Media sharing the table

7. Suchita Vishnoi of Salesforce 8. L-R : Anoop N & Unnikrishnan B.K.

of Asianet News Network with Kartik Sharma of Wavemaker

9. A rapt audience 68 | PITCH | JULY 2018

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11 10. Special Address - P.C. Musthafa, CEO iD Fresh Food

11. Creating an Emotional Connect

Through CX L-R : Sudhakar Rao of ICFAI, Susmita Balasubramaniam of Kantar IMRB,Vaishali Verma of Initiative, Samar Singh Sheikhawat of United Breweries Ltd., Vikram Tanna of Discovery Communications India, Anil Surendra of Asianet News Network and Santosh Koshy of BTVI

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12. Is Technology Driving the Future of

CX? L-R: Kishan Kumar of Wavemaker, Deepika Sabharwal Tewari of Tanishq, Srivats T.S of Swiggy, Kashyap Vadapalli of Pepperfry,Anika Agarwal of Max Bupa and Sunder Madakshira of Adobe

13. Kartik Sharma, CEO - South Asia, Wavemaker

14. Sarthak Seth of Panasonic; Shilpi Arora of 9X Jalwa and Satyabrata Das of Laqshya Media

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15. Cyriac Joseph of Vaishnani Infrastructure Pvt. Ltd.

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JULY 2018 | PITCH | 69

AUCTION

THE DESIGN SALE 8 – 9 August 2018

Carved Davenport Rosewood Height: 52.75 in (134.3 cm) Width: 26.25 in (66.6 cm) Depth: 28.75 in (73 cm) Estimate: INR 5.3 – 6.3 lakhs

Art Deco Sideboard Teak Height: 43.25 in (110 cm) Weight: 70.25 in (178.2 cm) Depth: 19.5 in (49.8 cm) Estimate: INR 2.5 – 3 lakhs

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affronart’s upcoming annual The Design Sale features furniture from across India, reflecting its rich design history.

Among these is an intricately carved rosewood Davenport desk from Ahmedabad, which represents Gujarat’s rich tradition of woodworking seen in the local architecture and furniture. This decorative tradition became popular in the international market through the pioneering efforts of American furniture designer Lockwood de Forest, who set up the Ahmedabad Wood Carving Company in the late 19thcentury, combining local craftsmanship with his unique design aesthetic.

Ahmedabad also hosted the internationally renowned American architect George Nakashima, who was invited to design furniture for the National Institute of Design in 1964. The chairs in this sale, designed in Ahmedabad, embody the best of Nakashima’s attention to detail, his spiritual aesthetic and the beauty of local Indian rosewood. The sale also features tables and chairs that heralded the arrival of modernist architecture in India.

The confluence of Western aesthetics with Indian architecture can also be seen in the Art Deco furniture that features in this sale. Now a part of Mumbai’s architectural heritage, Art Deco was brought to India through influential royal families and trade merchants.

The resulting design, as seen in the lots in this sale, blends the flora, fauna and landscape of Mumbai with the geometric patterns and sleek, stylised lines of Art Deco.

The Design Sale will be conducted online on www. saffronart.comon 8-9 August 2018, beginning at 9 am IST. For further details, email auction@saffronart.comor call + 91 22 2436 4113.

GALLERY

RNI NO: DELENG/2009/27694