Pitch January 2013 by Adsert Web Solutions

Volume X Issue 4 | January 2013

` 75

FIXATIONS ANNIVERSARY SPECIAL

MARKETING DECISION MAKERS HAVE

Celebrating its 9th Anniversary, Pitch takes a peek into the Navrang world of marketing decision makers - their personal choices, the brands they like or dislike; and the lies they tell

Pitch | January 2013

9th ANNIVERSARY SPECIAL

Pitch Volume X, Issue-4 January 2013 Publisher & Editor-in-Chief Editor & Director Director

Annurag Batra Amit Agnihotri Nawal Ahuja

editorial team

Consulting Editors

Vinod Behl Noor Fathima Warsia

Deputy Editor

Dhaleta Surender Kumar

Deputy Asst. Editor

Ramarko Sengupta

Correspondents

Abhinav Mohapatra Arshiya Khullar

Senior Art Director

Shamsad Shaikh

Graphic Designer

Joby Mathew

Photographers

Vilas Kalgutkar (Mumbai) Suresh Gola (Noida)

ad sales

Rohit Sardana Abdulla M Mazumder Varnikaa jain Sneha Walke

9811377592 9871609348 9769153087 9845541143

0ffices

NOIDA: B-20, I-Floor, Sector-57, Noida, Uttar Pradesh - 201301 Phone: (0120) 4007700 Mumbai: 301, Kakad Bhavan, 3rd Floor, 11th Street, Bandra (W), Mumbai - 400 050 Phone: (022) 2640 3303/09/14/16 Bengaluru: Flat No. 1,062, 1st Floor, 2nd Cross, 6th Main Road, HAL 2nd Stage, Indira Nagar, Bengaluru - 560 038 circulation/Distribution

Anandan Nair (Mumbai) 9819445200 anair@exchange4media.com On News-stands ` 75 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, E-53, Sector-7 Noida, Uttar Pradesh - 201301 An exchange4media Publication

Abhra Banerjee; Centuryply Plyboards Ahmed Rahimtoola; Allied Blenders and Distillers Ajay Kakar; Aditya Birla Group- Financial Services Akash Chawla; Zee Entertainment Enterprises Al Ries; Ries&Ries Alex Huang; ASUS India Alex Joseph; Greenply Industries Alok Bharadwaj; Canon India Amol Dhillon; Woodland Anand Chakravarthy; Big CBS Channels Anil Dua; Hero MotoCorp Anil Jayaraj; Pidilite Industries Anisha Motwani; Max Life Insurance Anita Nayyar; Havas Media Anjana Ghosh; Bisleri International Anshu Bagai; Tupperware India Anshul Punhani; Monster.com Anup Jain; Pizza Hut Anupam Sengupta; Sony Pictures Ashish Bhasin; Aegis Media Ashish Morone; Edelweiss Tokio Life Insurance Ashutosh Lawania; Myntra.com Avinash Pandey; ABP News Bedraj Tripathy; Godrej Interio Bidisha Nagaraj; Qyuki Chandramohan Mehra; Vice President & Head, Brand & Cross-Sell, SBI Life Insurance Chandru Kalro; TTK Prestige Christian Saffer; BMW India Deepak Bhatt; Global Management Gaurav Rajput; Aviva Life Insurance Gaurav Seth; Sony Entertainment Television Gayatri Yadav; Star India Heramb Ranade; Tikona Digital Network Himani Dalmia; Dalmia Continental Issac John; Puma India John Philip Jones; Syracuse University, New York Kamal Nandi; Godrej Appliances Karan Kumar; ITC Classmate Karthi Marshan; Kotak Mahindra Bank Ketan Kulkarni; Blue Dart Express Kurian Varghese; Travel Trade, Citrus Hotels Kunal Dhawan; Aditya Birla Retail Lutz Kothe; Volkswagen Passenger Cars Madhumita Dutta; Pantaloons India Madhusudan Mokashi; Hyderabad Industries Manu Kumar Jain; Jabong.com Manu Seth; HTC India Mehul Ashar; GMR Hyderabad International Airport Monappa Nalyanda; Zovi.com Mrinmoy Mukherjee; Raymond

06 08 10 11 12 13 14 15 18 19 20 22 24 26 28 29 32 34 36 38 40 42 43 44 45 46 47 48 50 52 53 54 55 56 58 60 62 64 66 68 69 70 72 74 76 77 78 80 82 42

Pitch | January 2013

Navrang amIt aGNIHotrI Nalin Kapoor; Hyundai motor 83 Narinder Mahajan CEO; Shopnineteen.com 84 Nikhil Rungta; Google India 85 Nitish Tipnis; Nissan, Hover automotive India 86 Pramod Rao; Zomato 87 Prasenjeet Bagchi; taBcab 88 Pravin Kulkarni; Parle Products 89 Rahul Singh; the Beer Cafe 90 Rajesh Iyer; Colors 91 Rajeeb Dash; tata Housing Development Company 92 Rajesh Mehta; Western Union India 94 Rama Bijapurkar; Independent market strategy consulting practitioner 95 Rameet Arora; mcDonald’s India 96 Ranjukumar Mohan; JK ansell 98 Ranjivjit Singh; Hewlett Packard 100 Ravi Vora; flipkart 102 Ravindra Pai; apollo Hospitals 104 S Vishwanathan; CavinKare 105 Sachin Kapur; Groupon India 108 Sakshi Vij; Carzonrent (India) 109 Salil Vaidya; aSK Group 110 Sandeep Hegde; Citizen Watches 111 Samar Singh Sheikhawat; UB Group 112 Sandeep Aurora; Intel 114 Sanjay Tripathi; HDfC life Insurance 115 Sandipan Ghosh; ruchi Soya Industries 118 Sanjeev Kotnala; Dainik Bhaskar 119 Sanjeev Kapur; Citibank 120 Satinder Juneja; NIIt 122 Sevantika Bhandari; max Bupa Health Insurance 124 Shailendra Katyal; lenovo India 126 Shalini Gupta; loop mobile (India) 128 Shalini Rawla; the Key, Consumer Diagnostics and Intelligence 130 Shantanu Bhanja; Ht media 131 Sharmili Rajput; oriﬂame India 132 Shubhranshu Singh; Visa 134 Sudip Ghose; Samsonite 135 Shubhodip Pal; micromax Infomatics 136 Sudeep Narayan; Volvo 140 Sumeet Singh; Naukri.com 142 Tanmay Chattopadhyay; linc Pens 143 V D Wadhwa; timex Group India 144 Veetika Deoras; tata Capital 145 Venugopal Iyengar; Sun Direct 146 Vikas Mittal; mars India International 148 Vinay Piparsania; ford India 150 Vinod Kumar; Ceat 152 Vivek Malhotra; tV today 153 Yateesh Srivastava; aegon religare life Insurance 154

Pitch | January 2013

The number 9, like Zero has intrigued all – mathematicians, scientists, astronomers, astrologers, confirmers, non-believers. It is an end number, the last of all digits, but then we believe that end is only the beginning of a new circle. Bringing out an analytical magazine for nine years is no small feat. And as I think more about the number 9, I get more reminded of the V Shantaram classic, Navrang. The musical delves into fantasies, dreams, sensitivity, the nine emotions, and above all relationships. Isn’t marketing all about this? Marketers sell dreams, hopes, touch the emotions of consumers. Brands bring in happiness, make life easier, and make consumers angry when they don’t meet their expectations. While the entire eco-system cannot be juxtaposed frame to frame with the movie, it certainly correlates on the thought and philosophy at least. And Navrang gives us the license to create that extra or multiple worlds of our own. The marketer is the poet Divakar of Navrang, creating poetry – the brands – a fantasy world in which the consumer is Mohini, an inspiration for his poetry. The happy world Mohini lives in is the marketer’s creation, and in turn they expect Mohini to buy their product and lend a shoulder to them. But life is about balancing the real, surreal and the fantasy. The consumer actually is not Mohini, but is Yamuna, running around the house – or could be in office or in the market buying stuff for daily needs – trying to balance out the personal life and the life of others attached to her: the spouse, kids, parents, or parents-in-law, and the madness or the happiness that all these things bring along. While the poet is busy selling the dream and busy creating that poetry; consumed by passion he may take an exaggerated fantastical flight. Do we realise that at the end of the day, the poet, or the marketer too is a consumer? The marketer cannot be detached from Yamuna and just live with Mohini. Divakar too has to become Yamuna and the eco-system is all about relationships and the Navrang of emotions. And which emotion we let overpower ourselves at times, defines the course of our relationships – and even the consumer-marketer relationship. For a change, as we celebrate Pitch’s 9th anniversary, we are not contextualising or analysing the poetic world of Divakar, or the marketing decision maker. We try and bring out the Yamuna in them. I am sure, you will find it magical – different from sternly how they are used to talking about their brand only. But this is their personal world. Here they are Yamuna too and for a change, Yamuna too can have her own Mohini. Hope you like the Navrang.

amit@pitchonnet.com

9th ANNIVERSARY SPECIAL

The World of Marketing Decision Makers By RAMARkO SENGUPTA

Pitch | January 2013

ine years of bringing deep analysis and serious stuff of the marketing world, is no mean feat. Our core reader has been the marketing decision maker, and s/he also has been our hero. We always approach them for their opinions on their brands’ strategies and they’ve always strived hard to put their strategies in the right perspective, but sometimes of course they’ve been politically correct to get good PR for the brand too. But at the end of the day, they are flesh and blood and have personal prejudices and individual choices as far as brands and their peripherals are concerned. Marketing is not black & white, nor is it all grey. It is colourful. As we celebrate our 9th Anniversary, we reveal a lighter editorial side and take a peak at the Navrang - the eclectic colours from the private world of the marketing decision makers. We’ve tried to peep, not into their minds, but their hearts, and asked them vivid questions, beyond their professional avatars - their likes, their dislikes, their aspirations, their dreams, their goals, and even got them to take a trip down the nostalgia lane – their childhood and college days The Wonder Years!

Pitch | January 2013

Many of the marketing bigwigs have been kind enough to take time out and chart out the marketing trends to look forward to in 2013 and express their expert views, opinions and forecasts for our anniversary special. And we have surprises galore. While their brand may have hired Anushka or kajol or John Abraham, as the brand endorser, when it comes to personal preferences, Amitabh Bachchan and Shah Rukh khan are their evergreen favourites. Ikea is clearly one foreign brand that most want to see come to India. Not much of a surprise, or is it? Ratan Tata, NR Narayana Murthy and the late Steve Jobs are the industry icons that most look up to; Ferrarris and Harley Davidsons are what our marketing movers & shakers aspire for; The Godfather is a memorable movie for most; the Hamara Bajaj ad campaign is etched in most people’s memory, and as much is Surf’s Lalitaji. Meanwhile, Cadbury, Thums UP and Enfield are looked upon as iconic Indian brands; and most think Louis Vuitton, Jimmy Choo are over-hyped. We are sure this issue will be an enjoyable read for all, as the marketing bosses expose a never-before-seen side to their character, which you may not have known otherwise. Flip over to experience Navrang - the beautiful colours of the intriguing world of marketing.

9th ANNIVERSARY SPECIAL

Abhra Banerjee Executive Business Head, Centuryply Plyboards

Would like to own a Boeing Business Jet Five memorable brands from my childhood • Coca Cola • Disney • Liril • Bajaj • Amul

Five gadgets that I would like to own • iPhone 5 • Bose Home Theatre • Samsung SMART TV • Samsung Galaxy Camera • MacBook Air.

Five over-hyped brands • Microsoft Zune, which was launched to combat Apple’s iPOD and failed. • Segway Personal Transporter which was launched with so much hype but consumers found it too expensive and it has faded into oblivion. • Microsoft Vista. After the success of XP much hype was created around this launch but it proved to be a fatal disaster. • Levi’s Type 1 jeans - never got the acceptability because of its look. • iPod Hi-Fi - one of the much hyped launch from Apple which ended up as a flop.

Five international brands that I would like to see in India

Five industry leaders I look up to

• Maserati • Lamborghini • Breitling • Hayabusa • Sergio Rossi

• Sunil Bharti Mittal • N R Narayana Murthy • Kumar Mangalam Birla • Mr Anand Mahindra • K P Singh

Five automobiles I would like to own • Hayabusa • BMW • Rolls Royce • Boeing Business Jet • Ferrari

Ideal 9 hours at work • Three hours of team development and mentoring my key people • Two hours of problem solving & running my businesses • Two hours of strategy formulation and fine tuning strategy • Two hours on innovation and creating best practices.

My ideal media mix and why My ideal media mix is Television, OOH & Digital including mobile. Television gives us the reach and the image. Alongside it gives us a scope to tell a brand story in an interesting and captivating manner. OOH acts as a brilliant reminder for our brand message along the “path to purchase”. Digital media gives us the scope to engage and interact with the consumers with a real time feedback mechanism. As told to Priyanka Mehra -priyanka.mehra@exchange4media.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL

Ahmed Rahimtoola Vice President, Marketing, Allied Blenders and Distillers

Oft repeated phrase: Don’t give me that s**t Five memorable brands from my childhood • BSA Champ – My first taste of “wind in my hair, freedom, heroics” and was my prized possession

launch it • Recliner – like the one they show in ‘Friends’ • Touch time digital watch

Five international brands that Five brands I feel are I would like to see in India cult brands in India • H&M • Ralf Lauren • Grolsh Beer • Doritos • Ben & Jerry’s

• Maggi 2-Minute Noodles – a daily treat after coming back from school • Pepsi – still remember ‘Yehi hai right choice baby’ with Remo and Juhi Chawla • Amul Butter – the Amul moppet alongwith a singsong rendition of ‘Utterly Butterly Delicious’. Was generic for butter in those days • Action Shoes – the first shoes with “lights” and I was so proud of my first pair.

Five gadgets that I would like to own • Segway – the best way to beat Mumbai traffic • Apple TV – If and when they do

There is nothing like marketing lies. Marketing is all about creating/ forming perceptions and I do that all the time.

Five over-hyped products/brands • Google + • Nokia Lumia • Coffee at Starbucks • Tata Nano • iPhone 5

Five things on my bucket list • Visit Elvis home in Graceland, Memphis • Have my own micro brewery • MBA from Harvard • Own a Jaguar XK (sports car) • Win the Indian Derby

Five marketing lies I tell very often

• Officer’s Choice (OC) Whisky • Old Monk Rum • Bullet motorcycles • MacBook • Thumps Up

Five industry leaders I look up to • Warren Buffet • Steve Jobs • N R Narayana Murthy • Richard Branson • Ratan Tata

Five oft-repeated words/phrases in my daily vocabulary • Awesome • Honestly • This is ridiculous • Don’t give me that s**t • Oh f***! As told to Arshiya Khullar -arshiya.khullar@pitchonnet.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL / COLUMN

Ajay Kakar Chief Marketing Officer, Aditya Birla Group - Financial Services

9 Reasons why 2013 will be big 1

2013 will be a year of learnings, a year of change. According to me, here are the big learnings for marketers in this year It is 2013. We continue to exist as against the assumption that we would be dead by now. The world did not end last month as the Mayans had predicted. This is reason enough for marketers to look forward to 2013.

This year is going to be a year of wait and watch as far as the economy is concerned. Marketers have to take indications from the economy because business makes indications from the economy. Spends and budgets are going to be a scarce raw material. This is the first change I am seeing over previous years.

It will no longer be about campaigns, advertising, ATL or BTL. It will be effective communication through cost effective medium. It will not only be about creativity. Conversations will move to effectiveness.

It will not only be about us trying to acquire customers but retaining and growing relationships with customers. There will a parallel track.

We need to stop talking digital and we will have to start doing digital

We need to stop talking digital and we will have to start doing digital.

So far we have heard about the power of social media, now we need to start giving examples of where social media works for brands and businesses. We have heard about facebook- about their customer base and its size. We havenâ&#x20AC;&#x2122;t heard of adequate case studies of how social media has helped create brands in business, successes of people who have used social media

We will stop assuming digital is only the desktop and realise that digital is also mobile. We will start seeing case studies relating to mobile, not just being a gimmick or a nice-to-have initiative but a contributing initiative

We will stop hearing the word New Media because the New Media is here and now. We will start hearing case studies of success if they have to survive. Media owners or media publishers- digital or other new media will have to show success rather than just numbers. From a media perspective, media will have to stop selling us dreams; they will have to show us success stories.

We will have to unlearn all that we have learnt so far and relearn all that we need to for the way ahead.

Pitch | January 2013

Akash Chawla Marketing Head, National Channels, Zee Entertainment Enterprises

I want a permanently charged mobile phone Seven ever-green brand ambassadors

Five travel destinations I would like to visit

Five favourite ad jingles / songs for different moods

• Santa Claus • Steve Jobs • Lalitaji • Amitabh Bachchan • Shah Rukh Khan • MS Dhoni • Steve Waugh

• Kashmir • Spiti • Venice • Brazil • Home

• Umeed se saje Zindagi • Mile sur mera tumhara • Chaddi pehenke phool khila hai • go go go aale aale aale/ the cup of life by Ricky Martin • Har fikhr ko dhuen mein udata chala gaya

Eight inspirational movies that I recommend

• Fiat car • Power cricket bat • Atari TV video game • BSA bicycle • BEST bus

• Taare Zameen Par • 3 idiots • Do Beegha Zameen • Forrest Gump • Shree 420 • Nayakan • Children of Heaven • Baran

Five books that I recommend • Out of My Comfort Zone by Steve Waugh • Groundswell by Charlene Li • Josh Bernoff, Dilbert by Scott Adams • The Sunflower by Simon Wiesenthal • Parva by SL Bhyrappa

Pitch | January 2013

Five memorable brands from my childhood

Five gadgets that I would like to own • Solar energy converter • Permanently charged mobile phone • Oil well detector • Happiness spreading hat • Common sense installer

Five international brands that I would like to see in India Most that matter are already here. The ones that aren’t are yet to see the potential in India

Six automobiles I would like to own • Flying car • Solar powered jeep • Trailer truck • Ice cream cart • Mountain bicycle • Roller skates

Ideal media mix and why My ideal media mix should include the following - some insightful analytics, good usage of human psychology coupled with new technology, lots of passion, some intelligence, lots of madness, plenty of calculated risks and a new mistake each time. As told to Synjini Nandi -synjini.nandi@exchange4media.com

9th ANNIVERSARY SPECIAL / COLUMN

Al Ries Chairman, Ries&Ries, an American marketing-strategy company

A new strategy for Darjeeling tea Country of origin” used to be a powerful force in marketing. Gin from England. Vodka from Russia. Fashions from France. Automobiles from Germany. Computers from America. Many brands owe much of their marketing success to associating themselves with a specific country. The world is changing. Today, where a brand is produced is less important than the brand itself. What do you call a Toyota automobile manufactured in America with American parts and American workers? A Japanese car? Or how about Ralph Lauren, a famous American clothing designer whose company had revenues of $6.9 billion last year. Would you call his clothing “American clothes,” in spite of the fact that almost none of his clothing is made in America? Coca-Cola is widely perceived to be an American drink even though all of the Coke consumed in India is made in India with Indian ingredients and Indian workers. Today, the brand is more important than where the brand was produced. In future, many global brands will be like Red Bull, a successful brand identified with no particular country. Which leads us to Darjeeling, perhaps the mostfamous tea brand in the world. Next to water, tea is the world’s most-popular beverage. Something like 4,000,000 tons of tea are produced and consumed annually. Of this total, the tea gardens of the Indian district of Darjeeling produce only about 10,000 tons, or just 0.25 percent of the world’s total. India is missing a big opportunity. Instead of considering Darjeeling as a “place where tea is grown,” why not consider Darjeeling as a tea brand? The tea gardens of Darjeeling could form an association to market the Darjeeling brand globally. Then buy tea in bulk from other Indian districts that meet the high standards set by Darjeeling-grown tea.

Darjeeling could be perceived as the leading premium tea brand. But only if the tea growers of Darjeeling change their strategy from an “origin” approach to a “branding” approach

What? Darjeeling tea not grown in Darjeeling? Wouldn’t this undermine the power of the Darjeeling brand? Not really. Tea drinkers don’t want to drink tea grown in Darjeeling. Tea drinkers want to drink high-quality tea and they recognize the Darjeeling name as a guarantee that the tea is high quality. There’s no reason a tea brand called Darjeeling couldn’t achieve a global market share of something like 10 percent, or 40 times the current sales of Darjeeling-grown tea. At premium prices, too. There’s a good example in America that demonstrates the power of creating an association to market an agricultural brand. Years ago, the cranberry was a little-known and not very widelyused fruit. Then the cranberry growers got together to form a cooperative. One of their first decisions was to create a brand name for their cranberry products. “Ocean Spray” was the name they selected. Over the years, the Ocean Spray cooperative marketed fresh cranberries as well as cranberry juice and many other cranberry products. Today, Ocean Spray is the leading producer of shelf-stable juice drinks. It also produces dried cranberries, a product called “craisins,” a play on the word for dried grapes, raisins. Annual revenues of Ocean Spray are $2.2 billion and 30 percent of their sales are outside the United States. All around the world, consumers are eager to buy global brands. As time goes by, people will forget where a brand originally came from and focus on the perception of the brand itself. Where did Red Bull originate? Does it really matter? What really matters is Red Bull’s perception as the leading global energy drink. Someday, Darjeeling could be perceived as the leading premium tea brand. But only if the tea growers of Darjeeling change their strategy from an “origin” approach to a “branding” approach.

Pitch | January 2013

Alex Huang Managing Director, ASUS India

Would like to play Maximus from ‘Gladiator’ Ideal 9 hours at work At work, I prefer to spend the first two hours reviewing the work pending and to make a list of priorities for the day’s agenda. Emails and documentation approximately take another two hours to coordinate and get done with. I invest another two hours in meetings and discussions for planning and issues. Also, I make it a point to keep an hour towards the day’s end to review the work done and to keep a check on the work in progress.

Seven brands that I feel are cult brands in India

Five gadgets that I would like to own

• Microsoft • Intel • Google and Facebook • Harley Davidson • Armani • Louis Vuitton • Titan

• ASUS Taichi • Padfone 2 • Vivobook • Nexus 7 • B&O home theatre systems

Three characters that I would want to play or I relate to • The fierce Maximus from ‘Gladiator’ • Gandalf from the ‘Lord of the Rings’ • William Wallace from‘Braveheart’

Four favourite restaurants • Celini at Grand Hyatt, Mumbai. • Trishna • Royal China in Mumbai • Gung Korean in Delhi

Four oft-repeated words/ phrases in my daily vocabulary • To be honest • What is the logic • I told you • So what?

Pitch | January 2013

My ideal media mix and why? O 2 O (online to offline). We are in the tech-age with the internet being the main part of our daily life. The online media has become a main source of information to everyone and hence is very important. Five international brands that I would like to see in India • Hermes • Chanel • Abercrombie & Fitch • Giorgio Armani • Balenciaga As told to Priyanka Nair -priyanka.nair@exchange4media.com

9th ANNIVERSARY SPECIAL

Alex Joseph VP, Marketing & Communications, Greenply Industries

‘You & I’ hits the right chord with Indian sentiments Five ever-green brand ambassadors

Five favorite ad jingles / songs for different moods

Five Travel destinations that I would like to visit

• Sachin Tendulkar • Amitabh Bachchan • Zoozoo • Shah Rukh Khan • Vidya Balan

Dhara – “Dhara Dhara shudh Dhara” This jingle taps into the viewer’s mind and captivates it with an emotional appeal akin to that of the innocence of children. Vodafone – “You and I” Effective use of out-of-the-box thinking and classic creative visualisations hits the right chord with Indian sentiments. Greenply – “Janam Janam ka Saathi” The clever blend of North and South Indian cultures are humorously portrayed in this bilingual jingle. Nerolac – “Jab Ghar ki Raunak Badhani ho” This jingle was catchy and stuck on for a long time. Airtel – “Jo tera hai” The new school of jingles like that of Airtel gets the viewers singing along too.

• Machu Pichu, Peru • Kilimanjaro, Tanzania • Koh Samui, Thailand • The Great Barrier Reef, Australia • Bora Bora Islands

Five inspirational movies that I recommend • The Godfather • Shawshank Redemption • Schindlers List • Sholay • Rang De Basanti

Five memorable brands from my childhood • Godrej • Bombay Dyeing • Vicco Turmeric • Bajaj • Nirma

Five Industry leaders I look up to • Steve Jobs • Ratan Tata • Indra Nooyi • Sheryl Sandberg • Bill Gates

Five brands that I feel are cult brands in India • Amul • Reliance • Birla • Britannia • Tata

Ideal 9 hours at work A typical morning starts with checking correspondence and mails. Charting out the subsequent agenda and activities for the day is an important aspect for me. I believe in time management and the efficiency with which I stick to it. It is of great priority to be updated about what’s happening in the industry and competition. So a nose for news and research takes up a good chunk of my day. The rest of the day is usually followed by meeting with business heads and consultants. As told to Twishy -twishy@exchange4media.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL

Alok Bharadwaj Senior Vice President, Canon India

Let us plan for day after, not just tomorrow Five evergreen brand ambassadors People I think have been very impactful in connecting the brand and therefore impactful in the mileage to the brand are• Amitabh Bachchan • Shah Rukh Khan • Sachin Tendulkar • Hema Malini • Maria Sharapova

Four Overhyped brands in India • Obama - He has a strong Marcom, but not very sure what is the strong brand proposition that be delivers • IPL - Good, interesting and entertaining but too overhyped. That is what caused a tussle between marketers and IPL organisers on the valuation of it • Financial Services Brands like Lehman Brothers When the clear brand value became visible, they began to collapse • Some of the holiday destinations because they are promoted very well. For instance, some of these sea resorts around the world. There are much better resorts in Asia

Pitch | January 2013

MEMORABLE BRANDS FROM MY CHILDHOOD

• Colgate • Cherry Blossom • Brooke Bond • Murphy • Nirma

Five international brands I would like to see in India • IKEA • Soccer League (whether a new brand gets created for India or the international ones come here) • International Brands of Educational Institutes like Wharton, Stanford • International Services Brands like Airlines

Five industry leaders I look up to? • Ratan Tata- He brought remarkable transformation in himself as well as in Tata Empire, particularly in the leadership culture

Five brands I feel are cult brands • Apple • Mercedes Benz • Mahatma Gandhi • Titan • Lakme

Ideal 5 hours at work One hour meeting customers, One hour spent in sparing people, one hour in understanding what competition is doing, one hour- look at new business opportunities and domains, one hour – connecting and networking with my friends in the corporate world including media

Four automobiles I would like to own • • • •

Harley Davidson Ferrari BMW Fortuner - I want to go to Leh from Manali in it.

Five things in my wish list

• Singapore Prime Minister, Lee Hsien Loong- He created a very unique and successful nation, that became developed so fast and people look up to

• Visit to Hawaii • Own a vineyard because of my passion for wines • Have my own private pool • Having a sports car, but not in India, preferably in the German Autoban • Candlelit dinner with Jennifer Lopez

• Steve Jobs- He taught the industry how value can be created through innovation

Most often repeated words/ phrases in my daily vocab

• Jack Welsch- He taught the corporate world how to build meritocracy

• Fujio Mitarai, Chairman and Chief Executive Officer, Canon-Regardless of the global economic situation, he has led Canon with a continuous record of profitability and has been able to create constant reforms

Pitch | January 2013

• Let us face the reality • Let us look at the big picture • Let us plan for day after, not just tomorrow As told to Arshiya Khullar -arshiya.khullar@pitchonnet.com

9th ANNIVERSARY SPECIAL

Amol Dhillon Vice President- Strategy & Planning, Woodland

Kya swaad hai zindagi mein Four inspirational movies that I recommend • The Marilyn Bell Story • The Fastest Indian • 127 hours • The Pursuit of Happyness

Five favourite ad jingles / songs for different moods and why • Kya swaad hai zindagi mein by Cadbury • Chotta baccha jingle by Bajaj • Yehi hai right choice by Pepsi • Tandrusti ki raksha by Lifebuoy • Hamara Bajaj

Five brands that I feel are cult brands in India

Five memorable brands from my childhood • Bajaj • Gold Spot • Thums Up • Binaca • Hamam

Five industry leaders I look up to • RatanTata • MukeshAmbani • Li Ka-Shing • Warren Buffet • Larry Page

• Woodland • Enfield Bullet • Thums Up • Bajaj • Limca

Six travel destinations that I would like to visit • Tunnel of love in Kiev • Ukraine

• Crooked Forest in Poland • Flat Salt in Bolivia • Giola Lagoon in Greece • Espiritu Island in Vanuatu.

Ideal 9 hours at work • Answer inbound emails • Linkedin messages • Schedule meetings • Read articles • Do research • Check my Twitter Feed & Facebook • Keep an hour to review media strategies to see what’s working and what’s not a strategy session with a team member about how we can be innovative and explore opportunities • Meetings/ talks on marketing activities, partnerships and initiatives. • Keeping management updated on short, medium term long term activities and securing buy-ins. • Meeting/ telephonic conferences with media agencies, digital and creative team, inhouse social media and video editing team. • Check for industry news internationally and regularly scan environment for opportunities and concerns. As told to Twishy -twishy@exchange4media.com

Pitch | January 2013

Anand Chakravarthy Business Head, Big CBS Channels

Chilhood brand: Phantom Peppermint Cigarettes Five ever green brand ambassadors

Five memorable brands from my childhood

• Sachin Tendulkar • Amul Girl • Vodafone Pug • Amitabh Bachchan • Kareena Kapoor

• Parle Kismi Toffee Bars • Tobu Cycles • Phantom Peppermint Cigarettes • Simba Wafers • Smash T-shirts

Five inspirational movies that I recommend

Five gadgets that I would like to own

• 127 Hours • The Pursuit of Happyness • Taare Zameen Par • Bowling For Columbine • Seven Samurai

• Bose Music System • La-Z-Boy Power Lift Recliner • Sony Bravia 124” Smart TV • New X-Box LIVE • New iPad

Five books that I recommend

Five international brands that I would like to see in India

• The Goal • Profit From The Core • The Secret • Immortals of Meluha • Hitchhiker’s Guide to the Universe

• Hostess Twinkies • Staples

Five travel destinations I would like to visit • The Great Barrier Reef • Venice • Shanghai • Leh-Ladakh • Mt. Kilimanjaro

Pitch | January 2013

Five overhyped products/brands • EPL Clubs Original Merchandise • Stella Artois • Worcestershire Sauce • Beluga Caviar • Hookah

Five automobiles I would like to own

• • • • •

Audi A8 Harley Davidson Fat Boy Hummer Toyota Fortuner Lamborgini Countach

Five favourite ad jingles / songs for different moods and why

• Britannia Jingle – Happy • IDEA Honey Bunny – Fun • Pink Floyd – Comfortably Numb – Melancholy mood • Gangnam Style – Party Mood • Joe Satriani – Flying in a Blue Dream – On a Long Drive

Five industry leaders I look up to • Steve Jobs • Larry Page • Sergy Brin • NR Narayana Murthy • Anil Ambani As told to Synjini Nandi -synjini.nandi@exchange4media.com

9th ANNIVERSARY SPECIAL / COLUMN

Anil Dua Senior VP (Marketing & Sales) Hero MotoCorp

A check-list for the future 1

As certainty of uncertainty prevails, certainty in uncertainty will help The economy and situation around us would continue to be uncertain and continue to spring surprises. But given the marketers’ experience in the last few years, uncertainty will not be usable as an excuse for doing nothing or doing the same thing.

that make them feel good about themselves and their role in society. There would be greater moral limits to market forces. This can manifest in creation of more people’s brands, green brands or brands that hinge on any other social issue.

Digital media will acquire mass India could increasingly move towards mobile devices for internet consumption. This would be fueled by low cost phones and tablets, lower tariff plans, more vernacular content and higher video content. Marketers will continue to shift budgets in digital’s favour. But traditional media will continue to throw its weight around Mass media would continue to deliver reach, frequency and efficiency. Mass properties like kBC and IPL have garnered good viewership and even digital biggies need to advertise on mass media. National advertisers would continue to rely on traditional media. Individual power to go up on social media We have seen the power of millions connected on social platforms and people have also seen how it empowers them. We would see customer support or dissatisfaction, expressed online, making or breaking brands Social conscience makes business sense People would buy more of the brands

As we go forward, more women would take up increasingly greater role in decision making and spending in a household

Women will keep gaining power Women as a force in economy and society would continue to rise. To put it in perspective currently women, i.e. half of the population are contributing only one third of the workforce. As we go forward more women would take up increasingly greater role in decision making and spending in a household.

Youth will make marketers re-deﬁne old ways Smarter, armed with information and equipped with technology, young people will opine on brands, splurge on brands, embrace them and also quickly discard them. To cater to this new generation, marketers’ would need to keep in step with them and evolve new ways of connecting.

Rural will become the new urban Pressures on growth in urban areas will make high spending marketers look at large, under -penetrated rural markets. They will be helped by increasing prosperity, improving access, rising urban exposure and changing attitudes of the rural populace.

Niches will support the main More niches would emerge in products, media and consumer segments. High spending marketers will use these adjacencies to add profits or cover flanks.

Pitch | January 2013

THE TEJESHWAR SINGH MEMORIAL FELLOWSHIPS FOR 2013 Theme for this year: POVERTY

SAGE invites applications for the award of The Tejeshwar Singh Memorial Fellowships for 2013 in the following categories • SOCIAL SCIENCES • BUSINESS & MANAGEMENT • MEDIA & COMMUNICATION STUDIES Starting this year the fellowships will have a central theme. This year’s theme is POVERTY. SAGE instituted THE TEJESHWAR SINGH MEMORIAL FELLOWSHIPS in 2009 to honour Tejeshwar Singh, Managing Director of SAGE India for 25 years and doyen of the publishing industry in South Asia. FELLOWSHIPS for 2010 in the respective categories have been awarded to the following: • Social Sciences: Ms Mehreen Zahra-Malik Assistant Editor, The News International, Pakistan • Media & Communication: Dr Santanu Chakrabarti Rutgers, The State University of New Jersey, USA • Business & Management: Dr Ajai S Gaur Rutgers Business School-Newark and New Brunswick, USA PRESIDING PANEL: T N Madan, Surendra Munshi and Romila Thapar

SCOPE OF THE FELLOWSHIPS

DURATION: One year

• The proposal must be understandable with clear aims and scope • The proposed methodology must be sound

A stipend of ` 50,000 a month (50,000 X 12) with an additional amount of ` 50,000 can be claimed for travel during the tenure of the fellowship. Total value of the Fellowship is ` 6,50,000.

ELIGIBILITY: Open to nationals of South Asian (SAARC) countries, including those currently resident overseas. Candidates must be below 40 years of age as on 1 April 2013.

SUBMISSION GUIDELINES: Applicants are invited to submit their curriculum vitae, a research proposal and a 5000 word sample of their writing. The last date for receipt of applications is 31st March 2013.

AWARD OF FELLOWSHIP: The applications for each fellowship will be vetted by a jury of four experts including one representative of SAGE. The award of the fellowships will be announced on or before 30th June 2013.

Proposal Presentation:

Substantive Merit: • There must be conceptual and theoretical clarity • Relevance to South Asia • It must make a potential contribution to the concerned subject area

Publication Potential: • The proposal must be such that the required research can be completed in a year • It should have the potential to be published as a book • The final book manuscript can be completed in 12 months subsequent to the end of the Fellowship • The book may be published by the scholar’s choice of publisher with due acknowledgement to the Tejeshwar Singh Memorial Fellowships for supporting the research.

All applications should be addressed to: Ms Smrithi Sudhakaran SAGE Publications India Pvt Ltd, B1/I1 Mohan Cooperative Industrial Area Mathura Road, New Delhi 110 044. Tel: 4053 9222, Extn: 256; email: pr@sagepub.in The fellowships for 2011 and 2012 were not announced due to unavoidable reasons.

Pitch | January 2013

www.sagepub.in

9th ANNIVERSARY SPECIAL

Anil Jayaraj Chief Marketing Officer, Pidilite Industries

Hum mein hai Hero My ideal media mix and why My Ideal media mix would be an integrated plan covering various media including TV , digital, ambient media and print . The mix should be backed by breakthrough media innovations. This would optimise reach as well as have adequate frequency for a sustained impact. This would help the brand deliver on both the short term objectives like market share etc and at the same time work towards the longer term goal of building/ sustaining brand equity.

Five gadgets that I would like to own The modern day gadgets are an inseparable part of one’s life. Five such gadgets that I would like to own are: • Apple iPad • Victorinox Swiss Army knife • Nintendo Wii • Blackberry • Patek Philippe Calatrava

• Amazon (not Junglee) • Natwest • Financial Times • Dyson

Five international brands that I would like to see in India The international brands that I would like to see in India are: • Waitrose

Pitch | January 2013

MEMORABLE BRANDS FROM MY CHILDHOOD

Five automobiles I would like to own • BMW - 5 Series • Rolls Royce - Phantom • Honda Goldwing • Concorde aircraft • Ferrari

Five industry leaders I look up to 5 most inspiring personalities whom I admire are: • Jack Welch • Richard Branson • Ratan Tata • N R Narayana S Murthy • Steve Jobs

• Nirma • Colgate • Amul • Vicks • Topaz Blades Five favourite ad jingles / songs for different moods The most memorable ad jingles that I adore are: • Hamara Bajaj - Bajaj Auto • Kuch Khaas Hain - Cadbury • Har ek friend zaroori hota hain - Airtel • Hum main hain hero - Hero • Jab ghar ki raunak badhani ho - Nerolac

Ideal 9 hours at work • Arrive 15 minutes early; helps me get going • Look at the ‘to do’ list for the dayadd, delete, modify, as required Plan the day • Meet my team, intervene as required. Leave people motivated and focused for the day/ week • Brainstorming meeting with the creative agency on new communication strategy • Answer urgent emails • Participate in an interactive session on trends(could be business, media, digital etc) • Discussion with wider team on implications of new insights deciphered. Agree on action plan •Joint discussion and sign off with team and media agency on new campaign • Finish emails • Visit a few customers/ trade on the way back home As told to Priyanka Mehra -priyanka.mehra@exchange4media.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL

Anisha Motwani Director & Chief Marketing Officer, Max Life Insurance

Louis Vuitton bags are over-hyped Five inspirational movies that I recommend • Life Is Beautiful • Ten Commandments • Mughal-e-Azam • Khubsoorat • Gharonda

Anisha Motwani (extreme right) with her family

Five over-hyped products/brands • Mango • Apple • Doc Martin Shoes • Louis Vuitton Bags • Facebook

Pitch | January 2013

MEMORABLE BRANDS FROM MY CHILDHOOD

• Binaca Toothpaste • Phantom sweet cigarettes – candy • Luna motorcycles • Ovaltine • Parle G

Five things on my bucket list • Writing a book • A list of books to read • Join dance classes • Get active on social media • Start dieting

Five brands I feel are cult brands in India • Royal Enfield • Ambassador • Cadbury’s • Bata • Raymond

Five ever-green brand ambassadors • • • • •

Amitabh Bachchan Hema Malini Juhi Chawla Sachin Tendulkar Kajol

Ideal 9 hours at work • Guidance to the team • Idea generating discussions and workshops • External environment related learnings • Management meetings and reviews on strategic matters • Reading research reports/articles on the sector and consumer trends

Five oft-repeated words/ phrases in my daily vocabulary • Let us follow a process • Work towards a project plan • Look at it from the customer lens • Why should we do it, what’s the return on investment? • This is what/how I used to do.

My ideal media mix 50% television; 30% digital/print/ radio; 20% on ground activation As told to Arshiya Khullar -arshiya.khullar@pitchonnet.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL / COLUMN

Anita Nayyar CEO, Havas Media, India & South Asia

13 Thoughts on Marketing for 2013 2013 will set off a learning curve – brands will spring innovations, new technology and integrated media will be tested, as also the customer in this environment; all establishing a path for the rest of this decade. My 13 Thoughts for 2013… 1. Getting Relevant Marketing will be around the customer – creating imagery and stories drawn from insights of his emotions, reactions, dreams and fitting in the product or service. Digital will take a lead with TVC, video or branded content output. As everyone talks in dialects of the same language getting relevant to the customer so he can remember and consider will be the differentiator for that big idea with the right strategy. 2. Content the King Content and Customer will continue to be the king, across formats. Digital content will pave its way. Digitization will open up huge opportunities for creativity and targeted marketing. Localization and customization will play a central role in generating alternate revenue streams. 3. Branded and Collaborated Content Marketing will not be singular. There will be greater influx of Branded content - in print; movies; on TV shows - reality, new genre, song and dance; in online videos; on social media with news, information text and photos on various platforms. Ordinary people and local groups (art-musictheatre-etc) will play a starring role as also become content co-creators for videos and films for brands online.

While digital is the hotspot, especially in India the high bases are with print and TV. Making these an integral part of the digital funnel will have far reaching beneﬁts for brands and give customers a richer experience

4. Database the undisputed demi-god It is understated but this is the core behind every campaign and company – its capture will get even more aggressive. However it’s not the gathering but the filtering, segmenting and sub-segmenting of data and information, for relevant use that will spring rich rewards. And herein is the challenge. Real ROI will be garnered by continuously fine-tuning this process. Facebook is a storehouse, as is the Company managing your marketing channels or even Digitization. Markets everywhere, need their customers or someone is talking to them, anyway. 5. Integrated Communications While Integrated Communication has gained ground over the years, it will now be set as an objective (its implementation much slower) which most brands big or small will aim towards. Media in its traditional singular form is losing and will lose its shine and get interlinked. So print ads will link to the website or mobile site where you are voting, commenting and sharing with your peers leading to a utility app. A social media - Like or Tweet from the mobile will activate an airport ad, making advertising platforms virtual interactive screens. Or print will call radio which will integrate with say a contest for best sound submitted on social media. Each medium will be an extension of client interaction with the next. While digital is the hotspot, especially in India the high bases are with print and TV. Making these an integral part of the digital funnel will have far reaching benefits for brands and give customers a richer experience.

Pitch | January 2013

customers and brands, becoming as essential as wearing clothes and almost as affordable.

Done mindlessly, it will be a drain. Yet time will lag before the art is perfected.

The mobile can make that outdoor ad come alive or let online shopping embedded with AR, happen at a public mall; encourage sharing, community forming and dropping into the cart to decide or buy. It allows the participation of masses of people, together, as also portable seamless access while the app is utility agnostic. The arsenal of mobile and app will make some brands score headlines for live marketing.

6. Smart Content, Innovations, Videos Though it will take a while to become a norm, people will start expecting content and devices to be able to do something. After all - a gift might pop out of a machine, or the ad at the airport might talk to you, the mobile could offset a hot bath or the print article or magazine could ask you to comment, share and contest for that gift or view the really cool video. Traditional Passive media will come alive with Innovations – creatively passive or 3-D passive as also with the touch of QR codes and AR (Augmented Reality). Online Videos with ads will become a more prevalent trend. 7. Experience of Sensory So far sensory and experiential was used brand or brand-location specific, like at a car show. RFID, sensors, AR will come more into play as we go about an ordinary day or on a weekend trip to the mall. It will percolate across media – print, online, mobile, outdoor. QR codes can create more effect with better placing as also the linking process. Brands will use public spaces to create the WOW and digital to create the ripple effect. It will break clutter and cause customer delight, drafting the blueprint for better infrastructure, technology and implementation processes. 8. Customer Care - Interpreting Designs in Data When we talk of big data it could be hundreds of terabytes with billions of data points, great for mass trends. But businesses don’t always have nor need this. They need to focus on and interpret the small data - to listen to what their customers are telling them, their likes, dislikes and needs, to figure what are the probabilities of them getting sticky towards an alternate pattern. New media and interactive marketing allows asking, talking to them, creating viable sample sizes. Reports are available but there is a lot more to be asked and gleaned. It’s like S.H. Raza taking the geometric shapes and creating million dollars plus paintings. 9 Appy with the Mobile Mass Called the Cell Phone or Cellular Phone, ‘Mobile’ is an adjective meaning ‘able to move or be moved freely or easily’. Yet this attribute has made it a noun, like house, with its own dictionary entry. It is this very attribute that is most attractive to

Pitch | January 2013

10. Emphasis on Personal - Social The winning word will be more personal over social - across media; read crowd sourcing, peer communities, photos, videos, voting, people’s views and thoughts. Also, setting in an even bigger trend of more rewards, gifts and in-brand currency – individual and group.

location and geotargeting will feed the relevant TG with the message; say at a cricket match or in a college where a mass of likeminded people are suited to a brand and its objective

11. Geo-targeting and the Media Mix Marketing will happen in real-time, to create experience, be interactive, to encourage engagement and sharing, all building that database. The location and geo-targeting will feed the relevant TG with the message; say at a cricket match or in a college where a mass of like-minded people are suited to a brand and its objective. The media mix will market the event to the stakeholders also encouraging inbound marketing from stakeholders to their peer network. 12 Tier 2 moves Up Metro saturation is helping downward penetration to Tier 2 markets. As they say, potential, business and money lies in the Tier 2 markets. Most brands across categories are seeing the might of these markets and increasingly working towards wooing consumers in these markets. 13 e-commerce and m-commerce Retail and BSFI will make e-commerce and m-commerce an integral part of their services platform. Consumer durables, high value like cars and mid-to-low-value like mobiles will offer special rates for registration payments made via this medium. Online and mobile shopping will see a spurt and their media budgets will increase.

9th ANNIVERSARY SPECIAL

Anjana Ghosh Director - New Business Development & Marketing, Bisleri International

Want a Remote controlled cooking range Five favourite restaurants • Mainland China • Oh! Calcutta • Gajalee • Madras Café • Punjab Grill

Ideal 9 hours at work My ideal 9 hours at work the first 5 hours of the day that I spend with my Chairman, Mr Ramesh Chauhan, he is an institution in himself. One never stops learning when with him. The next four hours is when I am with my team of Managers

Five brands that I feel are cult brands in India • Bisleri • Thums Up • Harley-Davidson • Apple • Amul

Five serials from childhood/ youth that I miss or relate to

My ideal media mix and why

• Hum Log • Buniyad • Ramayan • Mahabharat

TV, Radio, POS communication impacts the mind, ears and eyes results in great impact

• Here’s Lucy

Two oft-repeated words/ phrases in your daily vocabulary

Two gadgets that I would like to own • Remote controlled cooking range • iPhone 5

• To connect with the audience • The punch is missing

Five international brands that I would like to see in India • Uniqlo • Trader Joe’s • Tiffany & Co • Campbell’s • IKEA

As told to Priyanka Nair -priyanka.nair@exchange4media.com

Pitch | January 2013

Anshu Bagai Marketing Director, Tupperware India

Want to live in the Himalayas Five brands I feel are cult brands in India • Apple • Cricket • Bollywood • Gold as a commodity • Tupperware

Five inspirational movies that I recommend • Lagaan • Little Miss Sunshine • Chak De India • The Shawshank Redemption • The Bucket List

Five travel destinations I would like to visit • South African Safari • Antartica • Iceland • Turkey • Madagascar

Pitch | January 2013

Five serials from childhood/ youth that I miss/remember/ or relate to I remember how our entire family used to huddle up together to watch Ramayan and Mahabharat. The values of these two timeless epics have bind us together as a community. My grandparents used to watch them with as much excitement as us kids. There were others such as Hum Log, Malgudi Days and Buniyaad that are common treasure to our generation. Thinking back about them reinstates my faith in TV as the most important mass medium that gives us a common culture.

Four ever-green brand ambassadors • Amitabh Bachchan • Sachin Tendulkar

• Aishwarya Rai • Lalitaji

Five things on my bucket list • Painting • Learn modern dance • Scuba diving • Live in the Himalayas • Spend time in a Buddhist Monastery

Five oft-repeated words/phrases in my daily vocabulary • Value for money • Brand image/personality • Emotional branding • Integrated campaigns • Promotions

My ideal media mix An ‘ideal’ media mix depends on the brand, its target audience and the objectives of a campaign. However an integrated approach (involving ATL, BTL & New Media) has a far better impact on consumers. As told to Arshiya Khullar -arshiya.khullar@pitchonnet.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL

Anshul Punhani CMO, Monster.com

Jab samne tum aa jate ho, kya janiye kya ho jata hai Five inspirational movies that I recommend

Five favourite ad jingles / songs for different moods

Five ever-green brand ambassadors

• • • • •

Shawshank Redemption Forrest Gump Life is Beautiful Rang De Basanti Million Dollar Baby

• Cadburys Dairy Milk – kuch khaas hai hum sabhi mein - Warmth, Playful, melodious, emotional

• Amitabh Bacchan • Richard Branson • Sachin Tendulkar • Michael Jackson • Mickey Mouse

Five memorable brands from my childhood

• Mile sur mera tumhara (original) – solidarity

• Goldspot – The Zing Thing • Parle Poppins • Liril • Surf – Lalita Ji • UltrX Towels – Lisa Ray

Five gadgets that I would like to own • Jetovator • Canon 5D Mark III • Fujifilm Xpro 1 • Oakley Airwave Googles • Denon MC2000 Serato

• Hamara Bajaj – Nostalgia, good memories of old times

• Titan Watches – Mozart Symphony – Classical Mood and soothing. • Jab samne tum aa jate ho, kya janiye kya ho jata hai by Jagjit Singh – Romantic

Five automobiles I would like to own • • • •

Aston Martin One-77 Range Rover Hummer Custom Airbus A380 Customised • Harley Davidson Nightrod

Five favourite restaurants • China Kitchen – Hyatt Regancy • 360/ 361 – Oberoi Hotels • Diva – GK2 • Spice Route - Imperial • Olive Bar & Kitchen - Qutub

Five characters that I would want to play or I relate to • Play - Naserudin Shah in Jane Bhi Do Yaaro • Play - Amol Palekar in GolMaal • Play –George Clooney in Out of Sight • Relate To - Pierce Brosman in James Bond • Relate To - Tom Cruise in Top Gun As told to Abhinav Mohapatra -abhinav@pitchonnet.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL

Anup Jain Head, Marketing & Food Innovation, Pizza Hut, Australia/ New Zealand

A big lie: Competition doesn’t matter Five international brands that I would like to see in India • Starbucks • Ferrari • Banana Republic • Boss • Target

Five gadgets that I would like to own

Five things on my bucket list

• iPad mini • Customised B&O and home theatre and music system, • The next iPhone • One remote that kills all others

• Driving 250 kmph on a race track in a super car • Flying a small plane • Deap sea Diving • Travelling in a submarine • Owning a Range Rover

Pitch | January 2013

MEMORABLE BRANDS FROM MY CHILDHOOD

• Lifebuoy • Forhans • Vicks • Amul • Bata

Five marketing lies I tell very often

Five brands I feel are cult brands in India

• We know our consumers the best • Competition doesn’t matter • TV advertising is accurately measurable • Digital advertising is a waste • All that had to be invented has already been invented

• Pizza Hut • Lifebuoy • Vicks • Dabur • Parachute

Five industry leaders I look up to • Jack Welch • David Novak • Ratan Tata • Bill Gates • Steve Jobs

Five oft-repeated words/phrases in my daily vocabulary • Lets look at it this way • Go for it • No worries • Super • I don’t know

My ideal media mix • 70% TV • 20% Digital • 10% in-store

As told to Arshiya Khullar -arshiya.khullar@pitchonnet.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL / COLUMN

Anupam Sengupta Director - Sales and Commercials, Sony Pictures

Segment to maximise proﬁts Does your segmentation strategy begin by identifying a business opportunity and goes all the way to consumer adoption behaviour or does it fall short? Segmentation, when used on three critical levels, can drive sales and profitability. Here’s how we recommend we can do it more effectively: • Structural Segmentation – ‘answers the question should we play in that segment’ • Need Based Segmentation –‘answers the question what should we offer’ • Sales Efficacy Segmentation-‘answers the question who’s our next customer ‘ Structural Segmentation- It focuses on your strength with customers, channels and product categories. Product Mix in this case will be futuristic physical formats like 2D/3D Bluray and DVD, Emerging VOD services, Digital and Physical Bundles of content through Applications, Structural OEMs and Pay TV services. So as an example let’s segmentation consider Digital Content application bundles with can help OEMs, Consumer Electronics are great tools to identify expand consumption of Hollywood movies to a markets that large segment of audience who have probably do not go to theatres or buy packaged media – offer a higher Consumer Electronics, Mobile partners, Consumer contribution. Product brands etc become an important channel Need based as they target different consumer types and at segmentation different price point. A High End smartphone consumer will be very different from a Indian player drives product /service entry level smartphone consumer and the content taste for sure will be different. Assessment of these development. carrier channels , their consumer segments and Sales Efﬁcacy products that will enhance device and consumer Segmentation experience becomes critical for Hollywood studios. builds sales This then becomes a unique segment and creates a momentum strong pull for studio content. Need Based Segmentation- There are Early

Adopters or Digital Junkies primarily 18-34 years Males who want to consume movies on the Go even in India – They are increasingly pushing the studios to relook into their window strategy and offer entertainment solutions on their favorite device . India’s smart-phone market is growing at a scorching high double digits led by Android and a market that straddles both ends of the price spectrum , an early mover advantage for any Hollywood studio with their movies , shows , special interest content , local content presents a clear opportunity to engage consumers and CRM opportunities. Social Cinema can again become a phenomenon given 50 mills + base and a well developed social currency available for transacting on these networks especially Facebook. Sales Efﬁcacy Segmentation: Bluray with its enhanced Hi-def 1080p and crystal clear sound (as close to the original score as possible) is a segment where consumers are now motivated to buy given increased seeding of bluray and other compatible players . The premium perception and a commensurate price tag on limited software content has been challenging for studios. Go-to –Market Drivers like Creating exciting consumer offer promotions, Special Hi-Def experience corners with appropriate Studio content and partnerships with Consumer electronic sales channels to creates unique sampling opportunities helps conversions and positive experience within the whole value chain . Blu-ray remains a high margin priority experiential format for the studio at retail and helps the channel build positive experiences for their customers on the high volume LED TV / Smart TV segment. Studios are also expecting fast adoption of USB as a format for Hi-def consumption at retail.

Pitch | January 2013

Indian cinema has entertained the world for 10 decades. NAB Show® would like to recognize this landmark achievement.

CONGRATULATIONS!

For a free Exhibits-only pass, use code PA14. CONFERENCES April 6 –11, 2013 / EXHIBITS April 8 –11 | JanuaryCenter PitchConvention 2013 / Las Vegas, Nevada USA Las Vegas

www.nabshow.com

9th ANNIVERSARY SPECIAL / COLUMN

Ashish Bhasin Chairman India & CEO South East Asia, Aegis Media

Falling quality of advertising talent When head honchos of our advertising and media industry meet, they usually can’t agree on too many things. However the one area of consensus is always that in general, the quality of talent in the advertising and media industry today is far inferior than what we deserve and its quality is consistently falling. Very soon we go into the “good old days” syndrome and start talking about how we used to recruit from the IIMs and how we now just can’t attract top talent. Having been in this industry for the last 25 years and having been involved in developing talent for our industry across functions, I can vouch for the declining quality trend but what I cannot understand is why aren’t we getting to the bottom of the problem and addressing the cause, rather than attempting to address the symptoms? Let me attempt to, perhaps for the first time ever in our industry, give a ruthlessly honest analysis of the causes. Once we know what is causing this decline, perhaps in a follow up piece, I will attempt to give some solutions as well. I must caution that some of my views may not be palatable to all, but I feel duty bound to state it as I see it. If I rewind 25 years to mid to late ‘80s, around the time I joined this industry, it was a norm that some of us marketing post-graduates from MBA schools

Having been in this industry for the last 25 years, I can vouch for the declining quality trend but what I cannot understand is why aren’t we getting to the bottom of the problem and addressing the cause

would step out into brand management and others into advertising. So, as an example, two equally bright class mates of a top rated management school could well find themselves one in Hindustan Lever (then HLL, a coveted marketing job) and another in Lintas ( then rated as a coveted advertising agency to work for). The remuneration would be more or less similar, with the former having more hard perks and the latter perhaps more cash, so it more or less evened out. Of course we are talking about princely salaries of approximately Rs. 36000 per annum, but the parity or near parity was the norm. With the result, there were people of equal caliber on both sides of the table, there was mutual respect and the relationship between an account executive and a brand manager was far more equal than it is now. Advertising managers were good servicing people but servitude and servility was neither expected nor was common. This is in absolute contrast to the scenario today, where the brand manager would probably still be from a good management school but the advertising executive may be a second grade student from a third level ‘management diploma’ course, leading to an obvious hierarchy and its related consequences. This unequal talent flow is the most

Pitch | January 2013

important reason of this downward spiral. Since there is a perceived or actual intellectual superiority and inferiority established, it makes the advertising job even harder. As it is advertising is much tougher a business than what it appears but this added inequality based client pressure makes it worse, further driving away good talent. How and why did this change happen? The key driver of this phenomenon was employee remuneration. When business got more and more competitive, when pressures on productivity increased and return on investment became paramount for agency groups, as an industry we reacted foolishly. It is a known fact that in advertising, like in some other service industries, manpower cost is the single biggest cost component. So when the margin pressures increased, quite foolishly I would say, we decreased the rate of growth of salaries. We made that up by employing more number of lower paid, junior staff to keep up with the growth requirements. We made less trained, poorer quality people work harder and longer and kept adding more and more of them. The “manpower cost to revenue ratio” became a key driving factor for most talent decisions in every agency. With this single obsession, perhaps forever, we vacated the slot of consultants and converted ourselves to vendors, further alienating good quality talent. We are living through the adage that if you pay peanuts you will get monkeys. Hence the declining talent pool should not really be a surprise to us. It should have been expected. Parallely, because we were in an industry that was growing at a CAGR of over 15% for most part of the last two decades, we had no time to train. While we paid a lot of lip service in presentations to people development, training etc, the reality is

Pitch | January 2013

In an ostrich like scenario, we have focused more on paying more and poaching from each other to solve the short-term issues, rather than growing and nurturing talent to beneﬁt us in the long run

that every single agency is guilty of underinvesting in quality training on an ongoing basis. In tough years, the training budgets were the first to be slashed. Our trainers, training techniques and training content did not evolve, as an industry at the pace that it should have. This further compounded the talent quality issue and is an important factor of why we are skewed today, as an industry. We have some of the best talent at the top, quality people, trained well, experienced but old or getting old very quickly. Then we have a big gap, corresponding to the lost decade in terms of talent in the middle. The bottom of the pyramid is large, with high energy, young talent at the base but quite sweat-shop like and underinvested in training. Of course, in an ostrich like scenario, we have focused more on paying more and poaching from each other to solve the short-term issues, rather than growing and nurturing talent to benefit us in the long run. Thereby, because we pay more and more for poaching average talent, we further worsen our “manpower cost to revenue” ratios, thereby leaving even lesser for training and growing fresh talent, another perfect example of a downward spiral. This, while it sounds very negative, is actually the harsh truth and the reason behind the falling quality of Indian Advertising Talent over the last 25 years. However, in my view, not all is lost. I see this situation as easily reversible. In the next part of this article I will pen down some reasons as to how we can turn this weakness into a strength and how we can ensure that the person representing the agency is of as good a quality, if not better, than the best of those at the client end.

The author is Chairman India & CEO South East Asia for Aegis Media and has over 25 years of experience in the advertising and media industry in the Asia Pacific region.

9th ANNIVERSARY SPECIAL

Ashish Morone Vice President & Head - Marketing, Edelweiss Tokio Life Insurance

Values are more important than skills Five inspirational movies that I recommend I believe that human values are more important than skills for success. I am inspired by movies which are glorious examples of great human values which can help you succeed against all odds. My favourites are: • Lakshya (Single-minded focus on goal) • Erin Brokovich (Perseverance against odds) • Almost Famous (Passion, in this case for music) • Lagaan (Belief in self and equality for all) • The Untouchables (Small teams can tackle big problems)

Five ever-green brand ambassadors • Amul Girl • Lalitaji • Amitabh Bachchan • Sachin Tendulkar • Shah Rukh Khan

Ashish Morone having an off from work

Five favourite ad jingles / songs for different moods and why • Edelweiss (Relaxing, Positive, Mood lifter) • Amul Doodh (Effervescent, Full of life) • Titan (Celebration, Happy moments) • Old Spice (Mysterious, Adrenalin Rush) • ICICI Bank (Peppy, Progressive)

Pitch | January 2013

MEMORABLE BRANDS FROM MY CHILDHOOD

• Nirma • Old Spice • Bombay Dyeing • Rasna • Giant Robot

Five brands that I feel are cult brands in India • Amul • Thums Up • Cadbury • Tata • Vodafone

Five travel destinations that I would like to visit • Istanbul • Rome • Sikkim • Great Barrier Reef • Ibiza

Five industry leaders I look up to • KV Kamath • Rashesh Shah • Richard Branson • Al Ries • Steve Jobs

Ideal 9 hours at work Early Start – Check Mails – Plan Day – Breakfast – Desk Work – Lunch – Meetings / Walk around & chat up – Snacks – Desk Work –Light Evening Snack - Business / Category Reading – Check Mails / Organise – Close day

My ideal media mix and why TV (Best reach & impact medium due to audio as well as visual nature of the medium); OOH (Great reminder and presence in a non-home situation to build all round visibility); Digital including social media (Medium of the future, exciting new possibilities, real time adaptability and measurability) As told to Twishy -twishy@exchange4media.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL / COLUMN

Ashutosh Lawania Co-founder, Myntra.com

9 trends in the commerce/digital 1

As mobile internet penetration gains momentum in India, mobile commerce is expected to generate noticeable revenues. For the e-commerce sector, 10-15% of all transactions are expected to be routed through mobile interfaces in the near future

Brands will begin to recognise the need to craft a voice and tonality that can resonate on social platforms as well and will involve themselves in conversations to engage their audience

‘Phablets’ will gain widespread acceptance and bridge the gap between smart phones and tablets creating a new platform for marketers to target

The next wave of social media will come with social commerce. As social media becomes an integral part of the marketing mix, it will eventually lead to social commerce

In 2013, marketers will need to consider local sentiments and realign their mass media campaigns in accordance with national broadcast directives. Tier 2 & 3 markets will be core focus for ecommerce marketers as their percentage contribution will increase beyond 50%

Branded content is the newest form of advertising that reduces the difference between advertising content and entertainment. Branded content will continue to rise in 2013, especially on social media platforms

Analytics and data mining will result in greater personalisation of services to delight customers

Mrinmoy Mukherjee Director-Marketing & Business Development, Retail Raymond Limited

9 emerging trends in the retail sector 1 2

Power of consumption data leading to better consumer understanding and predictive modeling Traditional marketing communication model of awareness to trial to purchase has changed. Prosumers playing an important role; the purchase decision is moving towards influence by likeminded people, friends, social circle references & recommendations. This prompts customers to try a brand.

Mass customisation is a large opportunity area in the garment space

Co-creation of products & services as a key differentiator

The store unit is the brand; creating differentiation at retail front in terms of visual merchandising, personalied services, cutting edge CRM and staff service Relevant information vis-à-vis aggressive sales pitches: what helps a customer make a buying decision: “Give me relevant information and I will decide what to buy”

5 6

Power of ‘teens’ to power of ‘pre-teens’

Uniqueness of design and fit are as important as the brand

Play of e-commerce and technology

Pitch | January 2013

Avinash Pandey COO, ABP News

Would like to date Mayawati Five industry leaders I look up to

Five women I would like to date

• Rupert Murdoch • Aveek Sarkar • Uday Shankar • Larry Page • Jack Dorsey • Vic Gundotra

• Shefalika Saxena • Irina Vittal • Smita Jha • Cherry Blair • Mayawati Ji

Five favourite restaurants • Tesz in DLF Promenade, Vasant kunj- Delhi • Dosa- SFO, Chor Bizaare - London • Urban Cafe - Khan Market, Delhi & Bombay Palace, New York

Three gadgets that I would like to own • B & O Music System • Tag Mobile • Rest all I have

Pitch | January 2013

Five automobiles I would like to own • Harley Davidson • Jaguar • Range Rover Coupe • Mini Sport • Mercedes Convertible SL 500

Five international brands that I would like to see in India • GAP • Victoria’s Secret • Tiffany • Tesco • Target

Five travel destinations I would like to visit • Rio • Vancouver • Tokyo • Tehran • Kabul

My ideal media mix and why? ABP News with Star Plus As told to Abid Hasan -abid.hasan@exchange4media.com

9th ANNIVERSARY SPECIAL

Bedraj Tripathy Senior General Manager, Marketing, Godrej Interio

“I would like a device that can freeze people” Ideal 9 hours at work Ideal 9 hours is when the meter does not clock beyond 9 hours!!!

Five cult brands in India • Royal Enfield (Bullet) • Old Munk • Thums Up • Godrej Storewell • Our very own Sallu Bhai!

• The Lucy Show • Satyajit Ray Presents

Five characters in serials/ movies I relate to • Mir Roshan Ali of Satranj Ke Khiladi • Frank Navasky of You’ve Got Mail • Michael Corleone of The Godfather • Builder Ahuja of Jaane Bhi Do Yaaro • Jerry Seinfeld of Jerry Seinfeld

• Personal Rocket Launcher • Self Responding e-mail Device • Device that can freeze people • Identification Device that identifies whoever I meet

Five international brands I want in India

Five favorite restaurants • Britannia, Ballard Estate, Bombay • AquaGrill, 210 Spring St. (6th Ave.) NYC • Bade Mian, Colaba, Bombay • Prashant Dhabba, Somewhere between Chandigarh and Manali • Nagarjuna, Bangalore

Five serials from childhood • Yeh Jo Hai Zindagi • Mulla Nasruddin • Diff’rent Strokes

Five oft repeated words/ phrases • BMJ (Bhaad main jaye) • Kya fight hai? • Useless fellows!!! • WOW! WOW!!! WOW!!!! • Awesome!

Five gadets that I would like to own • Multi-colour fountain pen

• Ikea • Office Depot • Burlingtons • Sbarros - the best Pizza • Dole

Ideal media mix and why Print + OOH + Web Highest in viability for all working people. As told to Priyanka Nair -priyanka.nair@exchange4media.com

Pitch | January 2013

Bidisha Nagaraj CMO, Qyuki

I am a huge Apple fan Five favourite restaurants • • • • •

Rim Nam at The Oberoi, Bangalore Mainland China Punjab Grill MTR Harima

Five brands that I feel are cult brands in India • • • • •

Café Coffee Day Levi’s Maggi Amul Thums Up

• Lost in Translation – related to the full story • 1942 A Love Story • Black

I am a huge Apple fan and own a lot of their gadgets, so I’m happy

Six serials from childhood/youth that I miss /or relate to • Mahabharata • Chitrahaar • The Bold and the Beautiful (not quite related to it!) • Khandaan • Movers and Shakers • Udaan

Six characters (movie/ serials) that I would want to play or relate to

My ideal media mix and why As a Marketing person of 2013 I believe you can do crazy things on new media especially social media to impact consumers. My ideal media mix would be TV and Digital

• Julia Roberts in Pretty Woman • Meg Ryan in Sleepless in Seattle • Life is Beautiful – related to the full story

Three oft-repeated words/phrases in my daily vocabulary • Basically • Honestly • What’s happening?

Pitch | January 2013

A gadget that I would like to own

Three international brands that I would like to see in India • IKEA • Desigual • Crate and Barrel As told to Priyanka Nair -priyanka.nair@exchange4media.com

9th ANNIVERSARY SPECIAL

Chandramohan Mehra Vice President & Head, Brand & Cross-Sell, SBI Life Insurance

I have never been to work in the last 15 years My ideal media mix and why At the risk of sounding gyaani, my take is that there is no such thing as ideal media mix. It’s a function of TG, available resources, desired behaviour, among many other things

Five serials from childhood I remember

Five gadgets that I would like to own

• • • • •

Five industry leaders I look up to

Star Trek Ye Jo Hai Zindagi Spider-Man Malgudi Days Rangoli

Five ever-green brand ambassadors

Five inspirational movies that I recommend

Green is fast depleting - it has never been ever. Nobody is everproof. Btw, Tiger-in-the-woods, do you know Sachin? Many consumers, now, do not think of Sachin as Godly as I continue to. On a serious note, the one that will remain timeless is Mahatma, across the globe

• • • • •

Five memorable brands from my childhood • Amitabh Bachchan • Doordarshan • Mercedes • Royal Enﬁeld • Old Monk - Yes, I am yet to grow up. I think the potential of this brand has not been unlocked to its fullest

Forrest Gump Up in the Air 300 Swades Secret - Actually the book is better

Actually more than ﬁve, but I am sure none will acquire ‘legitimate’ status

• Carlos Ghosn for inspiring large diverse workforce

• • • •

Narayan Murthy for humility Ratan Tata for vision Jeff Immlet for strategy Dhirubhai Ambani for ambition

Marketing lies that I tell very often What? You must be kidding? Everything is truthful about Marketing

Ideal 9 hours at work Can’t relate to this one because I have never been to work since the last 15 years, I love what I do As told to Saloni Surti - saloni.surti@exchange4media.com

Pitch | January 2013

Chandru Kalro Chief Operating Officer, TTk Prestige

Travel the world with wife: Jo biwi se kare pyaar... Five ever-green brand ambassadors

Five international brands that Five automobiles I would like to see in India I would like to own

• Amitabh Bachchan • Aamir Khan • Amul Girl • Sachin Tendulkar • Nicole Kidman

• GAP • Taliskar • Patek Philippe • Ritz Carlton • Fred Perry

• Harley Davidson • Range Rover • Ferretti Yatch • Bombardier Global Express XRS0 Aircarft • Hummer

Five favourite ad jingles / songs for different moods

Five books that I recommend • Steven Covey’s The Seven Habits of Highly Effective People, • The Art of war by Sun Tzu, Competitive Advantage by Michael Porter, • Velocity by Ajad Ahmed • Stephen Olander • Mahabharatha

Five memorable brands from my childhood • Amul • Bata • Prestige • Cadbury • Bournvita

Pitch | January 2013

• Jo biwi se kare pyaar, wo Prestige se kaise kare inkaar – Always brings that togetherness • Tandurusti ki rakshaa karta hai Lifebouy – Always brings energy to your mood • Only Vimal... created a sensation during those times • Humko Binnies mangta... life full of energy • Hamara Bajaj... Made us proud of our heritage

Five things on my bucket list • Travel the world with my wife • Buy a luxury BMW • Lose my fear of water • Lose my fear of heights • Create a self-sustaining charity

Five favourite restaurants • Leopold, Mumbai • Blue Ginger, Taj West End • Dumpukth, ITC Windsor • Shiro, UB City • Mainland China

My ideal media mix and why 60% TV, 30% Print and 10% digital. This will evolve over the years in favour of digital but in today’s scenario the TG still consumes media largely in the conventional vehicles As told to Deepa Balasubramanian -deepa@exchange4media.com

9th ANNIVERSARY SPECIAL

Christian Saffer Director Marketing, BMW India

Auto-rickshaws are a cult in India Five books that I recommend • • • • •

The Godfather HBR’s 10 must reads: The Essentials Escape from Camp 14 Shantaram Steve Jobs

Five international brands that I would like to see in India • • • • •

Lignet Roset Moncler HUGO by Hugo Boss Fabi Shoes Franziskaner Wheat Beer

Ideal 9 hours at work • • • • • • • •

Email Catch-up Having Coffee Meeting with Sales Lunch with the Team Study market intelligence report Meeting my Team Leaders Email Catch-up, Official conference calls Leave the office

Pitch | January 2013

gadgets that I would like to own

• BMW Vision Connected Drive • Bang & Olufsen Hi-fi Sound System • Apple TV • Izzo Alex Duetto III (Espresso Machine) • Mazzer MINI Electronic A (Coffee Grinder)

Four things on my bucket list • Snowboarding in the Himalayas • Rafting in the Ganges • Driving a BMW M6 on the famous Nuerburgring • Buying a farmhouse in Tuscany/ Italy

Five favourite restaurants • Le cirque, The Leela Palace, New Delhi • Amadeus, Mumbai • La Boheme, New Delhi • Olive at Qutub, New Delhi • La Piazza, The Hyatt Regency, New Delhi

Five brands that I feel are cult brands in India • Taj Mahal Palace, Mumbai • Johnnie Walker • Rolex • Auto Rickshaws • Royal Enfield

My ideal media mix and why • It always depends on the product and its target audience As told to Abhinav Mohapatra -abhinav@pitchonnet.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL / COLUMN

Deepak Bhatt Founder, Global Management

Why Self-Branding is Important? Branding yourself keeps you current in your chosen field, opens doors for you, and creates a lasting impression on clients. By developing your own brand, you’ll have control over people’s initial perception. If you don’t brand yourself, When someone else will, and the outcome might not be in your favour. companies Relatively speaking, a strong brand influences annoyingly its target audience and works overtime to engage repeat TV those who may not have been targeted at all. A and radio successful brand self-promotes, stimulates a commercials, unique experience, breathes loyalty, and offers they aren’t consistency in the quality of the service it offers. You’ll be an Expert in Your Field Not everyone knows who you are, and since that means they probably have no idea what you do and how good you do it, it’s vital for you to give your skills a bit of recognition. Branding yourself isn’t entirely about who you are as an individual, but mostly about what kind of services and goods you can offer. A client will usually choose someone they’ve previously heard of to work on their latest project and if you didn’t leave an impression that shows you’re quite the guru in your field, you’re straight out of luck. It would be much of an inconvenience if a client knew who you were, but had no idea about the quality of services you offered. They’d have

trying to sell you the product at that instant; they do it so that the ﬁrst thing you remember when you go to a department store is their brand

nothing in order to set you apart from the rest, and mediocrity will follow you. Breaking free from this mold means that you have to brand your services. Become an Asset Having an asset that’s unique and commands respect is a good investment, especially if you’re a freelance designer. By branding yourself, you become the asset and the product you market is your set of skills or services. You’re your own unique product and no one can take that away from you. Structuring yourself to become the asset will add value to not only your business, but also your skills and experience. When you’re the asset, your business revolves around you and therefore you’re irreplaceable. Be a Memorable Force When companies annoyingly repeat TV and radio commercials, they aren’t trying to sell you the product at that instant; they do it so that the first thing you remember when you go to a department store is their brand. It doesn’t matter what line of product you choose, as long as you go with their brand. Same concept when it comes to branding yourself. If your brand can successfully reach out and influence potential clients when they start up their browser or need a specific project to be worked on, your brand is the first thing that pops into their minds. Having a catchy name for your

Pitch | January 2013

freelance business that’s easy to remember is a plus. For example, when you think about quality browsers with customizable elements, who do you think of? For me, it’s Firefox. The name and image behind the brand is simply compelling. Stand Above the Rest What define a brand are the services or products behind it. For example, what would WordPress be without its content management services? Just a catchy name and nothing more! Creating a brand that stands out requires you to develop an image that is consistent with what your brand has to offer. The image you choose to represent your brand should be simple, straightforward, and convey what you or your business does. The colors you choose should provoke interest, and you should use color theory to make your logo creative and unique. Build Trust and Recognition Branding yourself allows you to easily engage with your clients and build trust. Once your clients begin to trust you, they’ll never forget what you have to offer. Out of building trust comes recognition. Odds are if a client trusts you, then they won’t hesitate to refer their contacts to you. Over time, this evolves

Pitch | January 2013

into a strong relationship, which in return turns your clients into loyal customers.

Branding yourself allows you to easily engage with your clients and build trust. Once your clients begin to trust you, they’ll never forget what you have to offer

Easier to Find You A brand that’s easy to remember is easier to find. If your brand has unique properties and succeeds in attracting attention, then you’ll have a much better chance of having potential clients hear about you and easily find you as well. For example, Apple is a strong brand that has attracted new customers by breaking standards and reaching higher levels of innovation. If you type the word “Apple” in Google, the first thing that comes up is Apple.com, not the definition or content on the actual fruit. That’s a remarkable accomplishment. The Apple brand has become a staple in its own niche, and it will always be easy to find. You should apply these same principles, offer good services, break a few standards, create a unique representation, and your brand will flourish. How Are You Branding Yourself? What are ways to establish a self-brand? Who are good examples of self-branding? Share your thoughts and opinion on this subject at deepak@managementthinker.com

9th ANNIVERSARY SPECIAL

Gaurav Rajput Director, Marketing, Aviva Life Insurance

Be what you wanna be My ideal media mix and why Digital and TV. Television gives you the reach; while digital helps you engage and have conversations

• Good DSLR camera (research underway) • Bang & Olufsen speakers, • Teleporter (when they build one!) • Bose iPad dock

Five memorable brands from my childhood

Four auto brands I would like to own • Mustang Shelby GT500 • Carrera Virago bicycle • Audi R8 • Aston Martin One-77

• Hamara Bajaj

• Liril • Air India • Amul Butter • Tata Steel – Ispat bhi hum banate hain

Four favourite ad jingles / songs for different moods • ‘Someone like you’ by Adele • songs of U2 and John Mayer • ‘Be what you wanna be’ – Bacardi, • ‘Open Happiness’ - Coke

Five gadgets that I would like to own • Segway for traffic

Four industry leaders I look up to Four international brands that I would like to see in India • Ikea (hopefully should happen soon) • Disneyland • Cheesecake Factory • Gap

• Ratan Tata for his integrity and vision, • NR Narayana Murthy for his humility • Dhirubhai Ambani for his ambition • Steve Jobs for his product & marketing acumen

Ideal 9 hours at work Half hour of clearing mails, 2-3 hours discussing with team on updates, progress etc. 2-3 hours brain storming on new ideas and initiatives, two hours to do my own stuff As told to Priyanka Mehra -priyanka.mehra@exchange4media.com

Pitch | January 2013

Gaurav Seth VP & Head, Marketing, Sony Entertainment Television

Would like to visit outer space Four ever-green brand ambassadors

Five travel destinations I would like to visit

Five gadgets that I would like to own

• Amitabh Bachchan • David Beckham • George Clooney • Sachin Tendulkar

• Pondicherry • Bhutan • Ireland • Kenya • Outer Space

• Playstation Vita • Anything Apple • Vuzix Smart Glasses • Samsung 3D Camera • Martian Smart Watches

Five memorable brands from my childhood

Five industry leaders I look up to

• Bournvita • Nike • National • Technics • Campa Cola

• NR Narayana Murthy • Nandan Nilekani • Bill Gates • Ratan Tata • Jack Welch

Five auto brands I would like to own

My ideal media mix and why

Five inspirational movies that I recommend • 3 idiots • Lagaan • Chak de India • Rocky • Dead Poet’s Society

• Harley Fat Boy • Suzuki Hayabusa • Audi RX7 • Toyota Prius • Ford Mustang GT

Five books that I recommend • Winning (Jack Welch) • Built to Last (Jim Collins) • Rich Dad Poor Dad (Kiyosaki) • Life of Pi (Yann Martel) • Catch 22 (Joseph Heller)

Pitch | January 2013

• TV: It’s my category, cant beat it • REGIONAL PRINT: Works best for me from a tactical, call to action standpoint • VIDEO SITES: Great medium to initiate viral ideas and build loyalty for long running shows • ACTIVATION: No substitute for consumer opportunities to touch and feel the brand experience • OUT OF HOME INNOVATIONS: They get PR value and word of mouth apart from breaking clutter As told to Synjini Nandi -synjini.nandi@exchange4media.com

9th ANNIVERSARY SPECIAL

Gayatri Yadav Executive Vice President, Marketing & Communications, Star India

Would like to own a time machine Five inspirational movies that I recommend • A Man for all Seasons • Life is Beautiful • To Kill a Mockingbird • Dead Poets Society • Jo Jeeta Wohi Sikandar

problem solved with the power of thought) • Catcher in the Rye – JD Salinger (the search for authenticity)

Five memorable brands from my childhood • Phantom Candy Cigarettes • Enid Blyton • Doordarshan • Bata shoes • Diamond Shure needles

(mythically good times) • Satyamev Jayate anthem (a love song for my country) • Coke’s “Wavin’ Flag” (makes you want to stand up and cheer) • “Bhool na jana, ECE Bulb lana” (hard coded in the brain!) • Vodafone’s “Everyday I want to fly stay by my side” (always makes me smile)

Five gadgets that I would like to own

Five books that I recommend • The Greatest Works of Shakespeare (captures life) • The Effective Executive – Drucker (principles of management) • T.S.Eliot’s poems especially “Love song of J.Alfred Prufrock” (existentialism and the burden of choice) • The Choice – Goldratt (any business can be grown, any

• An intuitive computer that reads the mind – no need to type • A multi-faceted robot • A time machine. • A satellite phone with zero call drops! • A Kindle for movies and books with unlimited content access

Five overhyped rands Don’t know about products but the “end of the world” Mayan apocalypse was total hype!

Five favourite ad jingles / songs for different moods • Bacardi’s “Be what you want to be”

Five automobiles I would like to own Just one – a car-cum-helicopter to help me navigate my daily commute between two offices!

Ideal media mix and why TV for its reach, unparalleled efficiency and impact; Digital for engagement As told to Synjini Nandi -synjini.nandi@exchange4media.com

Pitch | January 2013

Heramb Ranade CMO, Tikona Digital Network

Jo tera hai... woh mera hai Five inspirational movies that I recommend • • • • •

12 Angry Men Chak de India A Wednesday Anand Lakshya

Five favourite ad jingles / songs for different moods • • • • •

It’s awesome (Cinthol) Jo tera hai (Airtel) Ooh la la (Kingfisher) La la la (Liril) MP gazab hai (MP Tourism)

Five industry leaders I look up to • Ratan Tata (international diversification and acquisitions) • Mukesh Ambani (world class asset creation, economies of scale, cost/quality leadership, visionary and market maker) • Sunil Mittal (corporate governance, speed) • Anand Mahindra (balanced leadership, comes across as a good human being)

Pitch | January 2013

• Aditya Puri (HDFC Bank - balance between growth and prudent business practices)

Five memorable brands from my childhood • • • • •

Lifebuoy Bata Amul Vicco Camlin

Five ever-green brand ambassadors • • • • •

Amitabh Bachchan Sachin Tendulkar Tiger Woods Aamir Khan Anushka Sharma

Five brands that I feel are cult brands in India • Royal Enfield (Bullet) • Thums Up • The Hindu • Vicco Vajradanti • Ambassador

Ideal 9 hours at work Plan ahead, spend time listening to team, spend time listening to data especially customer oriented data and market data, review kPIs, ad-hoc transactions

My ideal media mix and why • Electronic (TV and Radio, due to its reach and audio visual impact) • Outdoor (great brand reinforcement media) • Digital (interactive, preferred media of the emerging consumers and youth) • Print (if lead generation is the objective) As told to Abhinav Mohapatra -abhinav@pitchonnet.com

9th ANNIVERSARY SPECIAL

Himani Dalmia Marketing Head, Dalmia Continental

Oft repeated: How can we add drama? Six Memorable brands from my childhood

Five over-hyped products/brands

• • • • • •

• • • • •

Ambassador cars Action shoes Fun Flips Campa Cola Cadbury’s Dairy Milk Nirula’s

Seven international brands that I would like to see in India • • • • • • •

Massimo Dutti Dorothy Perkins Lego J Crew Under Armour Asics Target

Five gadgets that I would like to own • • • • •

Bose SoundLink GoPro Hero3 Google Nexus 10 Lytro Camera HTC One X+

Apple Virgin Atlantic Audi Starbucks Louis Vuitton

Six things on my wish list • BMW 6 series Gran Coupe • The iconic Chanel 2.55 bag • Agatha Christie Limited Edition Mont Blanc pen • A villa in Puglia, Italy, where Leonardo Olive Oil comes from • A Bernese Mountain Dogpuppy (but it is too hot for them in Delhi, alas!) • A one-year vacation with my husband travelling around the world

Marketing lies I tell very often • The competition also has good

products! • Let the customer decide!

Five brands I feel are cult brands in India • • • • •

Dalmia Biscuits Tata Tea/ Salt/ Sugar Air India The Times of India Maruti

Five oft-repeated words/phrases in my daily vocabulary • • • • •

Go Indiano How can we add drama? Escalate What happened about that? We are Leonardo

An industry leader I look up to My grandfather Ramkrishna Dalmia, for creating a business empire from nothing. And my father VN Dalmia, for having impeccable brand vision and the foresight to enter a virgin territory and create a market leader in a category that is now booming. As told to Arshiya Khullar -arshiya.khullar@pitchonnet.com

Pitch | January 2013

Catalysts for your growth Forthcoming MDPs 2013 P R O G R A M M E

F E E

SR. NO.

PROGRAMME TITLE

PROGRAMME DIRECTOR(S)

DAYS

DATES

INR* (for Indian participants)

USD* (for International participants)

Invoking The Power Of Visuals: Winning Strategies For Successful Branding

Prof. Subhash Tendle

4 Days

5 - 8 February

` 40,000/-

$ 1,500

Effective Leadership Communication In Organisations

Dr. Shubhra P Gaur and Dr. Saumya Pant

3 Days

20 - 22 February

` 30,000/-

$ 1,250

Building High-Performing Service Businesses

Dr. Kallol Das

2 Days

17 - 18 April

` 25,000/-

$ 1,000

MR:4Ps Strategic Market Research For Effective Marketing

Dr. Rajneesh Krishna and Prof. Ashutosh Dutt

4 Days

23 - 26 April

` 40,000/-

$ 1,500

Idea Generation For Powerful Innovation

Prof. Subhash Tendle and Prof. Amar Gargesh

4 Days

7 - 10 May

` 40,000/-

$ 1,500

Building High-Performing Teams

Dr. Kallol Das

4 Days

11 -14 June

` 40,000/-

$ 1,500

Developing Successful New Products

Dr. Rohit Trivedi

3 Days

19 - 21 June

` 30,000/-

$ 1,250

How To Get The Best Out Of Your Advertising Agency

Prof. Subhash Tendle

4 Days

16 - 19 July

` 40,000/-

$ 1,500

Strategising Operations In Retail Marketing

Dr. Mini Mathur

3 Days

24 - 26 July

` 30,000/-

$ 1,250

Building High-Performing Teams

Dr. Kallol Das

4 Days

6 - 9 August

` 40,000/-

$ 1,500

Managing Hospital Communication

Dr. Nagesh Rao

3 Days

4 - 6 September

` 30,000/-

$ 1,250

Building Powerful Brands For Market Leadership, Profitability And Growth

Prof. Prriya Raj

4 Days

10 - 13 September

` 40,000/-

$ 1,500

Managing Brand Contribution: MARKSTRAT Simulation

Dr. Anita Basalingappa

4 Days

24 - 27 September

` 40,000/-

$ 1,500

Building High-Performing Service Businesses

Dr. Kallol Das

2 Days

3 - 4 October

` 25,000/-

$ 1,000

Bridging Health Communication Gaps

Dr. Arbind Sinha

3 Days

23 - 25 October

` 30,000/-

$ 1,250

Transcreativity: Learning From The Best Practices Of Creativity

Prof. Subhash Tendle and Prof. Amar Gargesh

3 Days

20 - 22 November

` 30,000/-

$ 1,250

Communicating Global Leadership

Dr. Nagesh Rao

4 Days

3 - 6 December

` 40,000/-

$ 1,500

Creating Demand: Customising Marketing Ideas

Dr. MIni Mathur and Dr. Hemant Trivedi

3 Days

18 - 20 December

` 30,000/-

$ 1,250

*Please add 12.36% to the programme fee towards Service Tax

For further information, please visit www.mica.ac.in or get in touch with Narayanan K Nair, Senior Manager, MDP Centre at mobile: +91 9724447196 or e-mail: narayanan@micamail.in

Mudra Institute of Communications, Ahmedabad (MICA), Shela, Ahmedabad â&#x20AC;&#x201C; 380 058 (India) Phone: +91 2717 308250 Fax: +91 2717 308349 E-mail: mdp@micamail.in Pitch | January 2013

www.mica.ac.in/home/centres-of-excellence/mdp

9th ANNIVERSARY SPECIAL

Issac John Marketing Head, Puma India

Virat Kohli is over-hyped

Ideal 9 hours at work Completely packed day with 15 minutes each on Cricinfo, Twitter, and lunch.

Ideal media mix and why My ideal media mix would create awareness through traditional media and advocacy through new media.

Five overhyped products/brands • 3D Movies • “Intel Inside” • Virat Kohli • Hand Dryer • The Times of India

Five cult brands in India • Maruti • Old Monk • Amul • Fevicol • Amar Chitra Katha

Pitch | January 2013

MEMORABLE BRANDS FROM MY CHILDHOOD

• Gold Spot • Parle Poppins • Laxman Sylvania • Liril • Citra

Five brands set to become big in the next 5 years • • • • •

PUMA A Netflix equivalent Aakash tablet Parineeti Chopra Parupallii Kashyap

Five industry leaders I look up to • • • •

Richard Branson Michael Eisner The Airtel Mittals SKG or Steven Spielberg, Jeffrey katzenberg andDavid Geffen of DreamWorks • Stan Lee

Five favourite ad jingles • • • • •

Ticky tacky little boxes (Estilo) Ummeedon wali dhoop ( Coke) Current Windows 8 commercials Lamhe chura lo na (Limca) Fresh salads and scrambled eggs (Frasier)

Five trends emerging in digital/social media space • Consumers innate need to express/show off • Premiering on YouTube • Brands chasing that “viral” video • Brand short films (of the BMW Series kind) waiting to happen • Politicians’ mouthpiece As told to Sai Prasanna -sai.prasanna@exchange4media.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL / COLUMN

John Philip Jones Emeritus Professor, Syracuse University, New York

Will the conservative, Indian ad industry change at last? The way in which advertising is planned and operated changes very little over time. For instance, advertising budgets have always been determined by the clients who spend the money. They pay modest attention to outsiders but essentially budgets are governed by the clients’ sales volumes and earnings, and year-by-year changes in these are rarely radical. Any increase in advertising overall, is therefore determined by growth in the Gross Domestic Product (GDP), which in India will continue to grow organically although it will be unlikely to increase much faster than the current 6%. This is a good deal higher than the growth in most countries in the ‘developed’ world, although less than the Communication 9% increases that India generated at the with consumers beginning of this century. of ‘lowWithin the total Indian advertising market, will there be any major internal shifts? The critical distinction that governs the style of advertising and the selection of media is that between advertised brands characterised as ‘low involvement’ or ‘high involvement.’ ‘Low involvement’ describes the buying of low-price and high-volume goods and services that are purchased repeatedly, which means they need relatively continuous advertising and

involvement’ goods and services is sometimes described as advertising seeking buyers: a process in which waste is inevitable

large advertising budgets. Advertising is generally not aggressive, but more concerned with reinforcing the preferences of buyers and defending the franchise. It is easy to list major low-involvement campaigns. In India there is a host of them: advertising for international brands from international manufacturers, ‘India-only’ brands from international manufacturers, and the large and varied output of Indian marketing companies. Communication with consumers of ‘low-involvement’ goods and services is sometimes described as advertising seeking buyers: a process in which waste is inevitable. This is because target groups are large and diffuse, although certain demographic groups are of special importance. For brands like those listed in the last paragraph, the numbers of targeted consumers are in the tens of millions. These are well covered by the main advertising media. But the selection of television day parts and magazine titles to get to particularly important demographic groups is at best approximate. The result is that the population is peppered with scattershot advertising. ‘High involvement’ describes the buying of infrequently purchased goods and services, whose prices are higher and target groups smaller than with ‘low-involvement’.

Pitch | January 2013

The content of the advertising usually conveys information to help the consumer make rational choices: a process often described as buyers seeking advertising. The advertising is fired at a bull’s eye representing the relatively small number of potential buyers who are in the market. A good deal is known about the users of digital media, and by clustering groups of this audience it is relatively easy to hit this bull’s eye. Despite the fact that ‘high-involvement’ goods and services are more expensive than ‘low-involvement’ ones, there is more ‘low-involvement’ advertising because it has to be run at a heavy rate for long periods of time, to attract repeat buyers. As a general rule, ‘low-involvement’ brands devote about 6% of net sales value to media advertising. This percentage applied to the vast sales of a substantial brand produces a very large advertising budget. But because of the relatively inefficient targeting of such a brand – inevitable because the consumer group is so large and ill-defined – advertising media only make economic sense if the cost per contact is extremely low, often a tenth or less of a US cent. This is a level that only applies to the traditional main advertising media. ‘Low-involvement’ advertisers do not make extensive use of digital because the cost per contact is much higher. I believe that the style of advertising and media choices for ‘low-involvement’ campaigns will continue, with modest changes. Television and cinema will maintain their importance. However, the print media – newspapers and magazines – will be under pressure from the growth of digital media. (In the United States, newspapers are being devastated because readers have access to newspaper stories electronically, which means a reduction in newspapers’ income from their readers. They have also lost much classified

Pitch | January 2013

advertising to the Internet.) The advertising budget per unit of a ‘high-involvement’ product can be one hundred times as high as that for a ‘low-involvement’ one, because of its greatly higher consumer price and higher advertising ratio. A substantial advertising investment can be directed at each member of the target group, which aims for immediate sales generated directly by the advertising. The campaigns can afford the high cost per contact of digital media, which is rarely less than a US dollar (i.e. one thousand times as high as a contact on unselective network television), and can occasionally be very much higher. Although the advertising business has had twenty years’ experience of Internet advertising, this has grown at a surprisingly slow rate. The advertising business discovered rather late that digital is highly efficient for direct (rather than general) advertising.

The advertising budget per unit of a ‘highinvolvement’ product can be one hundred times as high as that for a ‘lowinvolvement’ one, because of its greatly higher consumer price and higher advertising ratio

What then is the future for the advertising of ‘high-involvement’ goods and services? The markets for such products, especially those based on the amazing advances in electronic technology, will continue to be buoyant. They are generally suitable for advertising in digital media, which can be a rich source of information. Digital media will continue their steady growth, and it is a reasonable certainty that their 2020 advertising volume will be well up. (In America, digital advertising will probably be 50% of the expenditure on television.) Digital is of course being used everywhere to advertise a host of new consumer electronics. Whether or not my predictions will actually come to pass depends on the clients. If they learn to evaluate the effects of their campaigns more quickly and efficiently, desirable change would be hastened.

9th ANNIVERSARY SPECIAL

Kamal Nandi Executive Vice President, Marketing and Sales, Godrej Appliances

Levi’s is a cult brand in India Four inspirational movies that I recommend

Three gadgets that I would like to own

• Taare Zameen Par • 3 Idiots • Lagaan • Chak De India All the above movies have a socially relevant message attached to them that motivates people and also sensitises them.

• Bose Systems • Flexible OLED • I Phone 5

Four brands that I feel are cult brands in India

Five industry leaders I look up to

• Apple • Levi’s • Nike • Harley Davidson

Five ever-green brand ambassadors • Shah Rukh Khan • Amitabh Bachchan • Hrithik Roshan • Katrina Kaif • Priety Zinta

One international brand that I would like to see in India • IKEA

• Jamshyd Godrej • Ratan Tata • NR Narayana Murthy • Bill Gates • Steve Jobs

Four favourite restaurants • Oh! Calcutta • Goa Portuguesa • Mainland China • Punjabi By Nature

Four automobiles I would like to own • Ferrari • Jaguar • Harley Davidson

• Audi SUV

My ideal media mix and why An adequate mix of presence on Television, Print and Digital, which has picked up in the recent past is an ideal mix in the current industry scenario as it provides the best connect with the Target Audience

As told to Abhinav Mohapatra -abhinav@pitchonnet.com

Pitch | January 2013

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Pitch | January 2013

9th ANNIVERSARY SPECIAL

Karan Kumar Marketing Head, ITC Classmate

Assumption is the mother of all f**k ups Five favourite restaurants • On the rocks at Sheraton Park • QBA at the Hilton • Amma’s Mess at T Nagar • Yoko Sizzlers at KNK • Moti Mahal at Nungambakkam

Five characters that I would want to play or I relate to • Al Pacino (The Godfather) • Robert De Niro (Analyse This) • Cuba Gooding Jr. (Men of Honor) • Jim Carrey (The Mask) • Bruce Willis (The Sixth Sense)

Three international brands that I would like to see in India • Abercrombie • Skullcandy • Jeep/Chrysler

Five oft-repeated words/ phrases in my daily vocab

Five brands that I feel are cult brands in India • Thums Up • iPhone • Levi’s • Facebook • Classic Cigarettes

Five serials from childhood/youth that I miss/or relate to • The Lucy Show • Mash • Yes Minister • Hum Log •The World This Week with Appan Menon

• Be that as it may • The bottom line is • To my mind • Having said that • Assumption is the mother of all f**k ups

Five gadgets that I would like to own • Parrot AT Drone 2.0 • Blackberry Porsche • Sharp Freestyle Aquos TV • Fujifilm X-Pro1 • Asus PadFone

My ideal media mix and why Intelligent digital marketing combined with distributed & customised consumer engagements that help ‘living the brand’ topped up with just a little bit of TV led passive salience building. For a brand, there is nothing as effective as one-on-one engagement with its consumers. Interact, get conversations going & celebrate your consumer’s high points; surprise them with how much you understand them. And the more you engage, either in the virtual or the real world, the better your chances at fostering high value relationships As told to Priyanka Nair -priyanka.nair@exchange4media.com

Pitch | January 2013

Hundreds aspired to be the next Sam, Vikram, Piyush, Prasoon, Balki & Aggie... The Power jury has selected their Top 30 Under 30

FUTURE LEADERS OF ADVERTISING & MEDIA AGENCIES

Pitch | January 2013

9th ANNIVERSARY SPECIAL

Karthi Marshan Executive Vice President & Head – Group Marketing, Kotak Mahindra Bank

Bottled water is over-hyped

My ideal media mix and why My ideal media mix is one that has zero wastage. So, for example, if I have chosen to target 22-25 year olds on social media, I should not have to waste money also showing my ads to 18 year olds because the network’s segmentation is only 18-24

Five international brands that I would like to see in India • Patagonia • Pret A Manger • Whole Foods • Zipcar • Segway

Five gadgets that I would like to own I have everything I need. • Samsung Galaxy Note • Apple Airport Extreme • IPad III • Canon Rebel DSLR • Panasonic AR 100 Projector

Five overhyped products/brands • Diamonds • 3D anything • Nightclubs • Bottled water • Diets

Pitch | January 2013

MEMORABLE BRANDS FROM MY CHILDHOOD

Five favourite ad jingles / songs for different moods • Paani Da Rang... from Vicky Donor for melancholy evenings • Aaj Jaane Ki Zidd na Karo by Farida khanum… for late night chats with old friends • Madhushala by Manna Dey with single malts • Let’s Do It by Louis Armstrong for romantic afternoons • Jinhe Naaz Hai Hind Par Woh Kahaan Hain from Guru Dutt’s Pyaasa

Five industry leaders I look up to • Ricardo Semler of Semco, Brazil • Paul O’Neill Of ALCOA • Reed Hastings of Netflix • NR Narayana Murthy of Infosys • Ratan Tata

• Dettol • Saridon • Eagle Flasks • Tobu Cycles • Fountain Hotel (Mahabaleshwar)

Five automobiles I would like to own • Vespa Scooter • Enfield Bullet • Volkswagen Beetle • Ford Mustang • Willys Jeep

Ideal 9 hours at work My ideal workday will start at 8am, with three uninterrupted hours of thinking / reading / researching / planning time. The next two hours would be spent with my colleagues planning, brainstorming, reviewing work. Lunch would be ideally with someone new every single day, so I can learn something new over lunch. The remaining three hours would be spent visiting my brand outlets, my competitors’, as well as soaking in learnings about communications from visits to the cinema, theatre, museums, street art, art schools, et al. As told to Priyanka Mehra -priyanka.mehra@exchange4media.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL

Ketan Kulkarni VP & Head, Marketing, Corporate Communications & Sustainability, Blue Dart Express

Be Innovators not Curators Ideal 9 hours at work

• Ramayan • Hum Log My ideal work day is based on the • Chitrahaar principle of Lead, Follow or Get Out. If used wisely and constructively, this • Kilbil • He-Man principle will enable one to have a productive 9 hours at work

Five brands that I feel are cult brands in India • Maruti • Royal Enfield Bullet 350cc • Amitabh Bachchan • Amul • Titan

Five favourite restaurants • Sirocco in Bangkok • Lotus Café at J W Marriott Mumbai • Jimmy Boy in Mumbai • Versu Dhaba in Lonavala • Clark Quay in Singapore

Five serials from childhood/youth that I miss/or relate to 68

Five oft-repeated words/ phrases in my daily vocab • Unlock your potential • Let’s do it well, • Take ownership • Do more with less • Be Innovators not Curators

Five international brands that I would like to see in India Five characters (movie/ serials) that I would want to play or I relate to • Ethan Hunt (Tom Cruise) in Mission Impossible • James Bond in all his movies • Chulbul Pandey (Salman Khan) in Dabangg • Gordon Gekko (Michael Douglas) in Wall Street • Frank Martin (Jason Statham) in Transporter

• Ikea • Disney World • Ferrari World • Moulin Rouge • Cirque du Soleil

Five industry leaders I look up to • Jack Welch (GE) • Richard Branson (Virgin Group) • Lee Byung-Chull (Samsung) • Bill Gates (Microsoft) • Yogesh Chander Deveshwar (ITC Ltd.)

As told to Priyanka Nair -priyanka.nair@exchange4media.com

Pitch | January 2013

Kurian Varghese General Manager, Travel Trade, Citrus Hotels

Over-hyped brands: Complan, Merc, Iodex Five international brands that I would like to see in India • TESCO (Mart) • Burger King • Walmart • 7-Eleven • Prada

Five ever-green brand ambassadors • Kapil Dev (Palmolive) • Sachin Tendulkar (Boost) • Kavita Choundary (Lalitaji) • Michael Jordan (Nike) • Amitabh Bachchan (Parker, Reid & Taylor)

Five memorable brands from my childhood • Vicco • Lifebuoy • Parle G • Glucose D (Gabbar ki asli pasand) • Hamara Bajaj

Pitch | January 2013

Five overhyped products/brands

Five marketing lies that I tell very often

• Complan • Mercedes • Oral B • Iodex • Wireless service providers (cell phone)

We are in the hospitality industry where issues can get very sensitive and a simple lie can spoil a long standing relationship with a patron. As a matter of policy we, at Citrus, urge all our employees to be truthful at all times. Our experience has proved it time and again that truth carries us a far longer distance and helps cement a stronger relationship with a client.

Five industry leaders I look up to

Ideal 9 hours at work

• Piyush Pandey (O & M) • Sylvester Da Cunha (maker of Amul Mascot) • Alyque Padamsee • Ratan Tata • Dr. Vinton Cerf (Google)

Five brands that I feel are cult brands in India • Colgate • Cadbury • Fevicol • Taj Hotels • Xerox

• Clearing mails of last night and morning • Going through various magazines, having a look at social media • Meeting the team to discuss on various alliances, marketing initiatives, creatives, promotions etc • Brushing through the hotel’s performance of previous day and business in pipeline • Monitoring competition initiatives on various promotions, ads As told to Saloni Surti - saloni.surti@exchange4media.com

9th ANNIVERSARY SPECIAL

Kunal Dhawan Head, Marketing & Private Label, Aditya Birla Retail

Want a sea-facing ﬂat in Mumbai Five international brands that I would like to see in India • Galaxy • Burger king • Johnny Carinos • Tony Romas • GAP

Five over-hyped products/brands • • • • •

LG Lux Hublot Tata Nano Samsung

Gadgets that I would like to own • iPAD • MACBook

Pitch | January 2013

MEMORABLE BRANDS FROM MY CHILDHOOD

• Frooti • Rasna • Coke • Parle • 5 star

Five things on my wish list • • • • •

Ferrari Yatch Rolex Road trip in Italy Sea-facing flat in Mumbai

Ideal ﬁve hours at work • 2-7 PM

Five brands I feel are cult brands in India • Salman khan • Coca cola • MTV • Facebook • IPL

Five oft-repeated words/phrases in my daily vocabulary • Consumer • Do it • Get it done • Ensure • Align

My ideal media mix • TV • Press • Digital Marketing •Advocacy/Direct marketing

Five industry leaders I look up to • KM Birla • Pranab Barua • Mukesh Ambani • Mark Zuckerberg • Jack Welch As told to Arshiya Khullar -arshiya.khullar@pitchonnet.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL

Lutz Kothe Head of Marketing & PR, Volkswagen Passenger Cars

I don’t tell any marketing lies Five international brands I would like to see in India • Der Spiegel (Magazine) • Yanko (Shoes) • Seidensticker (Shirts) • Cordorniu (Spanish sparkling wine) • SEAT

Five automobiles I would like to own • Volkswagen Touareg R • Bentley Continental GT • Lamborghini Aventador • Golf GTI • Ferrari GTO

Pitch | January 2013

memorable brands from my childhood

• Volkswagen • BMW • Mercedes • Lacoste • Hercules

Five things on my bucket list • Birthday gift for my wife • Trip to Goa • Rolex • Christmas gift for my kids • Mountain Bike

Five brands I feel are cult brands in India • Apple • Samsung • Shah Rukh Khan • Salman Khan • Mont Blanc

Five oft-repeated words/phrases in my daily vocabulary • Basically • We • Idea • Innovation and results • We have a saying…

Five over-hyped products/brands • • • • •

Prada Jimmy Choo DKNY Panerai Rolls Royce

Five marketing lies I tell very often I don’t tell any marketing lies

Ideal 9 hours at work Are never enough as our headquarters wake up in the Indian evening hours

My ideal media mix Effective 360 degree communication mix (depending on target) As told to Arshiya Khullar -arshiya.khullar@pitchonnet.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL

Madhumita Dutta Chief Marketing Officer, Pantaloons India

Work hard on time, enjoy your personal space! Five favourite restaurants • Flury’s in Calcutta • Mint Leaf in London • Tl Descor in Verona • Koshy’s in Bangalore • Busaba in Bombay

Five brands that I feel are cult brands in India • Wills Navy Cut • Amul • Thums Up • Boroline • Parle G

• Anna Scott (Julia Roberts) in Notting Hills • Princess Anne (Audrey Hepburn) in Roman Holiday • Indu ( Shabana Azmi) in Masoom

Five characters that I would want to play or I relate to The characters mentioned below are the ones I somewhere, somehow relate to at different stages of my life...from their diverse emotional expressions to certain idiosyncrasies: • Eliza Doolittle (Audrey Hepburn) in My Fair Lady • Shalini ( Preity Zinta ) in Dil Chahta Hai

Pitch | January 2013

memorable brands from my childhood

Five oft-repeated words/ phrases in my daily vocab • Cliches • Freaking • Amazingly funny • Till the cows come home • Live and let live

Five gadgets that I would like to own I love music, movies and photography and anything which adds to the minute details to bring alive my passion, I would love to own. • Sony Bravia X-Series 84 -4k • Bose Lifestyle Entertainment • STAX SR-009 Headphones • Hasselblad H3D -39II Camera • Open Air Cinema Screen

Five international brands that I would like to see in India • Victoria’s Secret • H&M • Disneyland • Tiffany • Euro Rail ( Equivalent )

Pitch | January 2013

• Diff’rent Strokes • Yes Minister • StarTrek • Luci • Jungle Book

Five overhyped products/brands • Fair & Lovely • Malt drink category trying to lure kids • Amitabh Bachchan – lost his charm being shown across every relevant and irrelevant categories • Dabang Franchise • Indian Cricketers

Ideal 9 hours at work Arrive in Office by 9:30 in the morning and check on my overloaded mailbox. In between a compulsory call to my Mom in Calcutta (that’s my positive start to the day ) and the day continues with meetings and interacting with my team on varied things related to work, general discussions. My flow of green tea is my constant company through the day. I tend to catch up some time on my regular updates with my reading and surfing. I love spending time with my team. A regular day is punctuated with internal and external meetings which keep me going...mind active and agile all the time!

I don’t take those smoking breaks.... but few fun moments with my colleagues are quite a refresher! Lunch is a very short break for me and an occasional hilarious call from my domestic help to want to know what to cook and as luck would have it, it’s always when I am in a serious meeting! I enjoy meetings with my agencies where I feel there is always exchange of wonderful ideas and newer and exciting things to add to any marketing initiatives. I believe in working within the stipulated time, so staying late is what I neither like to do nor encourage my team to follow. So one who works 15 hours to my mind is rather inefficient... work hard on time and enjoy your personal space!

My ideal media mix I am a great believer of interactive media space where a brand gets into a constant conversation with the end consumers and experience the brand nuances; it’s real and effective. But it also depends on the category you are dealing in, certain categories demand a particular medium to leverage and maximise reach An ideal media mix to me is a combination of Magazines, Television, Social Media, Activation, Radio and OOH As told to Priyanka Nair -priyanka.nair@exchange4media.com

9th ANNIVERSARY SPECIAL

Madhusudan Mokashi Vice President, Marketing, Hyderabad Industries

Copy shamelessly what is good Five ever green brand ambassadors • Abhishek Bachchan - Idea Cellular

• Kapil Dev - Palmolive da jawab nahi • The Pug of Hutch/Vodafone • Lux - cine stars favourite (depending on who’s at peak at a particular time/year) • Boost – Cricketers’ favourite • Bombay Dyeing - Karan Kapoor (Shashi Kapoor’s son)

Five things on my bucket list • Create systems & process • Create a ‘Brand Road Map’ and work within timelines • Copy shamelessly what is good • Learn & train =Sharpen skill and add new skills – at least 3 in a year and use it effectively • Have a Mentor

Five international brands that I would like to see in India

Five often repeated words/phrases in my daily vocabulary

• IKEA • Wal-Mart • Starbucks • Lacoste • Gucci • Hermes

• If you continue to do what you are doing, you will continue to get what you are getting • Attitude determines altitude • Be passionate of what you are doing • Are you proud of what you have done/doing • You will be what you think you want to be

Five automobiles I would like to own I had dreamt of owning a VolksWagon for a long time and managed one a year back. The next on the list is an Audi, Aston Martin, Harley Davidson, and Platinum 525 Luxury Yatch.

Five books that I recommend • The Goal-by Eliyaha M Goldratt • A tale of two cities (for classic written English)-by Charles Dickens, • Power shift-by Alwyn Toffler, • Marketing-by Al reis, • You can Negotiate anything-by herb Cohen • The Leader Who Had No Title – by Robin Sharma

Five travel destinations I would like to visit • China • Austria (The Alps) • Egypt • Brazil • South Africa

Five favourite restaurants Am not a great foodie... love Udupi restaurants and highway Dhabas As told to Deepa Balasubramanian -deepa@exchange4media.com

Pitch | January 2013

Manu Kumar Jain Co-Founder, Jabong.com

Micromax is over-hyped My ideal media mix and why • Combination of online and offline • Skewed towards online • Traditionally people have focused primarily on offline / TVC • But online can be much more targeted, and hence more effective

Three international brands that Four brands that I feel I would like to see in India are cult brands in India • Old Navy • H&M • GAP

• • • •

Apple Fastrack Mont Blanc Yamaha

Two ever-green brand ambassadors • Amitabh Bachchan – Cadbury, Polio drop, Unicef, R&T, Tanishq • Sachin Tendulkar –Boost, Coke, Philips

Five memorable brands from my childhood • • • • •

Bajaj Bulbs Amul Complan Boy / Girl Rasna Washing powder Nirma

Four industry leaders I look up to • • • •

Steve Jobs Nandan Nilekani Sanjeev Bikhchandani Ratan Tata

Three overhyped products/brands • Google + • Micromax • Big builders

Five marketing lies that I tell very often • There are no lies

Ideal 9 hours at work • Between three things external meetings, meetings with stake holders, meetings with employees As told to Saloni Surti - saloni.surti@exchange4media.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL

Manu Seth Director, Marketing, HTC India

Diesel Apparel is over-hyped Five inspirational movies that I recommend • 300 • Lord of the Rings • Runaway Bride • Black • Taare Zameen Par • Rocky series

Five ever-green brand ambassadors • Amitabh Bachchan • Sachin Tendulkar

• Imran khan • Aamir Khan • Katrina Kaif

Five gadgets that I would like to own • Wii U • Wi-fi Cufflinks • TSIR Wrist band charger • 3M streaming projector • Amazon Kindle fire HD

Pitch | January 2013

SERIALS FROM CHILDHOOD/ YOUTH THAT I MISS/ REMEMBER/OR RELATE TO

Five international brands that I would like to see in India • • • • •

IKEA Hermes Walt Disney North Face Starbucks

• Tom & Jerry • Street Hawk • Spiderman • Mouthful of Sky

• Airtel: “No barrier that can keep us apart” (2 kids playing football at the border) “Har ek friend zaroori hota hai” • Nokia: “Jude raho jude rahoo…. bandhi rahe jeevan ki dore” ( Nokia 1600 & 1110i advertisement) • Bajaj Electrical: “Jab main chotta ladka tha... roshni ka sartaj Bajaj”

Five industry leaders I look up to

Two overhyped brands • iPhone • Diesel Apparel

Five favourite ad jingles / songs for different moods • HTC Explorer : “Waiting, waiting teri maafi ….sweetypie” • Cadbury: “kuch khaas hai hum sabhi main… kuch baat hain hum sabhi main…”

• Steve Ballmer • Sir Richard Branson • Ratan Tata • Sunil Bharti Mittal • Mukesh Ambani

My ideal media mix and why • The integrated marketing platforms enable us to position the HTC brand as a brand that is elevating, heightening, and redefining the passion points of Indian; the way they enjoy/ consume/share music, capture/ share special moments (via camera feature) and live their lives (information snacking/information feeds via prism; active screen; a phone that is more alive than you are • Media mix key objective is to develop Consumer Activation Marketing Strategy which includes developing and executing groundbreaking “Go To Market” Consumer Marketing strategies and promotions that are crosschannel and across the entire consumer lifecycle (Launchbig bang with 360 degree ATL approach, Digital and Retail marketing; across all retail consumer touch points including Big Box Retail, Channel and Resellers)

As told to Abhinav Mohapatra -abhinav@pitchonnet.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL

Mehul Ashar head – Marketing, gMR hyderabad International airport

“Chocolate matlab Cadbury” Five serials from childhood/youth that I miss/remember/or relate to • dekh Bhai dekh - the best family serial so far where the entire family was in splits • Fauji - stellar performance by sRk. Yet to come across such a power packed performance. • Zabaan sambhal ke - one of the most innovative ideas of those times. still remembered it when I watched english Vinglish • Byomkesh Bakshi - after karamchand, this was a true Indian detective serial • Mahabharat - nothing of that scale has come closer to the following it created in those times.

Mehul ashar (right) on a holiday with his family

Five brands that I feel are cult brands in India • amul - truly the taste of India • lIC - Being a govt. owned company, it has created a brand pull which is unmatched by any insurance company so far. • Cadbury - Chocolate matlab Cadbury. thats the brand recall Cadbury has in India. • amitabh Bachchan - the brand can sell anything and was even used to improve the brand image of Cadbury when it got into a controversary.

Pitch | January 2013

gadgets that I would like to own

• Apple - The brand that sells without ads has a cult following across the globe.

• iPhone 5 • Omega Seamaster Watch • Home Theatre by Bang & Olufsen • Intel Ultrabook

• Avatar - Taking technology to a new level where the audiences were left enthralled.

Five inspirational movies that I recommend • Jaane Bhi Do Yaaro - A good dig at the corrupt system whch is relevant in these times as well. • Dil Chahta Hai - Coming of age of Indian cinema where a new genre of cinema was born - the one urbanites lapped up overnight. • Hum Aapke Hain Kaun - Brilliant

Five overhyped products/brands I think there are no products/ brands which are overhyped. As marketers we highlight the salient features of a product only with an intention to meet the needs of the consumer.

Five favourite restaurants • Sigree • Mainland China • China Garden • Minerva Coffee House • Little Italy

Five women I would like to date • My Wife • Aishwarya Rai story telling which mesmerised entire families. • Terminator 2 - Action story which was told with action not dialogues. The lead chracter hardly spoke but delivered an unforgetable overpacked performance

• Rekha • Meg Ryan • Celine Dion

Ideal 9 hours at work Day starts with reviews and creative discusions. Followed by feedback sessions on existing campaigns and promotions. Creative discusions with agencies and internal staff are kept in the evening.

My ideal media mix and why Earlier the ideal mix would have been ATL and BTL. However now it should be online media which will include social media as well, BTL and ATL in the respective order. This is because the idea is to get the message across all platforms. with social media being a very imporant medium, especilly with the youth one has to give it its due importance. As told to Deepa Balasubramanian -deepa@exchange4media.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL

Monappa Nalyanda head, Marketing, Zovi.com

Sony, Nike are over-hyped brands My ideal media mix and why • 50%- owned digital Content: content drives online engagement and that is where the majority of resources need to be deployed • 15%- PR: this is an extension of having great content and builds awareness • 15%- digital Paid Media: to amplify communication and extend reach • 20% offline Media (tV, Print): while relatively expensive as compared to digital, should be used strategically to build brand credibility and appeal.

Five ever-green brand Ambassadors • amitabh Bachchan • sachin tendulkar • aishwariya Rai • shah Rukh khan • salman khan

Five memorable brands from my childhood

Three brands that I feel are cult brands in India

• Cadbury gems • gold spot • kissan Jam • onida tV • Power shoes

• Flipkart • scorpio ( Mahindra & Mahindra) • Royal enfield ( Bullet)

Two international brands that I would like to see in India

• My marketing budget has been exhausted, can you give me a free trial of your media services/ planning tool? • we are in business of fulfilling customer’s fashion aspirations, so sales numbers don’t matter • once you acquire a customer, the product takes over and marketing steps back

• uniqlo • Capital one

Two overhyped products/brands • sony • nike

Four industry leaders I look up to • deep kalra -MakeMytrip • Bharat Puri -Cadbury/kraft • tony hseich - Zappos.com • Mark Zuckerberg- Facebook

Three marketing lies that I tell very often

Ideal 9 hours at work Playing devil’s advocate with the Category and the web teams using data and consumer behaviour insights respectively, to back me up. Brainstorming with the team and testing new communication ideas online, reviewing performance a few hours later and scaling up the best performing idea immediately As told to Saloni Surti - saloni.surti@exchange4media.com

Pitch | January 2013

COLUMN

Nalin Kapoor srenior gM and group head – Marketing, hyundai Motor India

A check-list for the auto sector 1

Be truthful to the productMarketing and advertising our products and services effectively is the key to the success of our business. It’s our responsibility to ensure that our advertising claims are truthful, not deceptive. Is the Target Group able to understand?- Customers respond better to messages that are tailored and relevant to them. In our case, the customer in each segment is aware of different brands and they prefer brands which gives them value for money and better ownership experience. Does it have further scope to enhance in future?- expanding the campaigns further are dependent on the response by the target group. If the product has been accepted well, we try to enhance and position the positive outcome in the further campaigns. Potential of 360 degree campaign – usage of Integrated Media Vehicles (atl, Btl, oh and digital)- we spend our resources effectively to ensure that the entire customer experience from research to purchase to loyalty is developed impressively across all channels.

Pitch | January 2013

Marketing is about capturing the interest of the intended audience and inﬂ uencing that audience to buy the product or service being promoted

Connect with the customersCustomers should feel privileged, that’s why we are emphasizing more on the emotional connect with Indian customers

Break the clutter- Creating a marketing campaign that stands out from the crowd is essential for any company’s growth. the commercial should trigger the positive word-ofmouth amongst the audience.

Keep it simple- It is far more effective to develop a concise advertisement that appeals well to our audience. In our business, we have to emphasize the car’s features along with building a story around it.

Call for action; it should result in some positive customer actionone of the primary goals should be to create desirability for the brand. Marketing is about capturing the interest of the intended audience and influencing that audience to buy the product or service being promoted.

In line with the Corporate brand image- all the campaigns should be in line with the unified global brand image depicting a strong emotional connect between the brand and its customers.

9th ANNIVERSARY SPECIAL

Narinder Mahajan CEO, Shopnineteen.com

Some fun with team and lots of eating My ideal media mix and why In layman language, I would love to see people holding our give-aways in hand with a billboard across the road and our name flashing first in Google search along with couple of ads running on websites they visit. I am a firm believer of 360-degree marketing mix where through different channels a marketer attacks the mind space of a consumer and leave him wondering why do I keep seeing this brand again and again.

Five ever-green brand ambassadors I am quoting for India right now: • Sachin Tendulkar • Amitabh Bachan • Aishwarya Rai • AR Rehman • Indra Nooyi

Five memorable brands from my childhood

Five industry leaders I look up to

• Maggi • Kismi Toffee Bar • Chelpark • Camel • Cadbury Dairy Milk

• Ratan Tata • Phil Knight (Nike) • Steve Jobs • Jeff Bezos (Amazon) • Amancio Ortega (Zara)

Five overhyped products/brands • Airtel • UCB • Provogue • Apple • Wills Lifestyle

Five international brands that I would like to see in India • A&F • Ikea (talks are on) • Ferrari • Disneyland • Asos

Five brands that I feel are cult brands in India • Royal Enfield • Coca Cola • Maggi • Dettol • Dove

Five marketing lies that I tell very often Can’t think of any

Ideal 9 hours at work Daily reports, tactical planning, some feedback calls to consumers, daily firefighting, some fun with team members and lot of eating As told to Saloni Surti - saloni.surti@exchange4media.com

Pitch | January 2013

COLUMN

Nikhil Rungta Country Marketing head, google India

9 Ps of Marketing using Technology in case they did not have the product in their city or town, company then ensured they reached the product to that city.

we can also call it the ‘MoneyBall approach’ (data driven approach)

Participation - does your brand have a social life? Make sure it is set up to thrive in the digital dialogs taking place all around it. Create participatory conversations with consumers via social media platforms and rich media ad formats, and use these to give users greater access and ability to cocreate the brand experience. Precision – hyper targeting Marketers can move away from ‘spray-n-Pray’ strategy to ‘aim-nshoot’. today targeting can be done to the individual level. we can reach the geeta in gorakhpur. Personalisation - More than ever consumers need messages of value and relevance – messages that cut through the clutter and speak to them.

Pace-to-market - so don’t wait for perfection or deliberate over choices for too long. Instead, leap and learn as you go

Presence - technology helps in widening the distribution network. hippo the snack food from Parle asked consumers to tweet to them

Pitch | January 2013

Performance - expectations for results are higher than ever, but luckily you’re now armed with powerful tools to measure results, prove progress and diagnose areas for improvement. drive effectiveness and efficiency by choosing accountable, measurable media and by embracing reporting and optimisation habits as standard protocol.

Today you do not need to spend millions of dollars on producing hi-end advertisements. Technology allows you to create good quality messages at fraction of cost

Pulse - keep pulse on your consumers, your brands, your category, and your competition to stay attuned in real-time. and be prepared to quickly act on what you learn.

Pull-based inbound marketing Companies should spend resources to create content, conversations and valuable resources that draw customers to their products or websites without paid marketing.

Price(less) - today you do not need to spend millions of dollars on producing hi-end advertisements. technology allows you to create good quality messages at fraction of cost.

9th ANNIVERSARY SPECIAL

Nitish Tipnis director-sales & Marketing, nissan, hover automotive India

Would like to own an Embraer Phenom 300 Five memorable brands from my childhood • sony • datsun • Mercedes • Coke • Marlboro

• loewe air speaker • B&o Follow Me entertainment system • linn sondeck turntable

Five overhyped products/brands • Pepsi • louis Vuitton • hummer • gucci • Vertu

Four industry leaders I look up to • steve Jobs • dhirubhai ambani • Mukesh ambani • gd Birla

Five automobiles I would like to own • nissan gtR • embraer Phenom 300 • Bugatti Veyron

My ideal media mix and why Print, tV, Internet, social and outdoor. Consumers have to be exposed to the brand and the product proposition through a mix of direct brand exposure(print, tV, internet and outdoor) and conversations that lead to a product/ brand proposition (media and conversations in the social media)

Five gadgets that I would like to own • 3 d Printer • saeCo fingerprint recognition coffee maker

Favourite ad jingle/song everything I do, I do it for you

• Jaguar Xk convertible • gulfstream

Ideal 9 hours at work dashboard review, strategy meeting, Product concept session, Business tear down Meeting, advertising Review with working lunch, Management trainee roundup, shop floor walk As told to Priyanka Mehra -priyanka.mehra@exchange4media.com

Pitch | January 2013

Pramod Rao VP, Marketing, Zomato

Audrey Hepburn: Ever-green brand ambassador Five ever-green brand ambassadors • sachin tendulkar • Rafael nadal • Roger Federer • al Pacino • audrey hepburn

Five inspirational movies that I recommend • star wars • shawshank Redemption • the dark knight • aviator • anurag kashyap Movies

Five favourite restaurants • underdoggs (delhi) • Cafe Bali hai (gurgaon) • andhra Bhavan (delhi) • Barbeque nation (Bangalore) • nagarjuna (Bangalore)

Five travel destinations that I would like to visit • leh-ladhak • kilimanjaro • kasaul • Munnar • k2 Base Camp

Five industry leaders I look up to • steve Jobs • nR narayana Murthy • Indra nooyi • kiran Mazumdar shaw • Captain g R gopinath

Five memorable brands from my childhood • amul • Bajaj • Cadbury • Maruti • Parle g

Pitch | January 2013

Five brands that I feel are cult brands in India • Royal enfield • amul • ambassador • Mahindra & Mahindra • old Monk

Ideal 9 hours at work when I don’t realise how those nine hours fly by

My ideal media mix any activity that brings about natural connect between our product and our existing/new users - be it on traditional media, web, social or on-the-ground. It’s always effective to stick to what is relevant for you and not force-fit your message on every medium you have available all the time; the incremental value gained from doing that does not justify the time and money spent. As told to Twishy -twishy@exchange4media.com

9th ANNIVERSARY SPECIAL

Prasenjeet Bagchi CMO, TABcab

Har ek friend zaroori hota hai Five ever green brand ambassadors

Five memorable brands from my childhood

• Amitabh Bachchan • Aamir Khan • John Travolta • Katrina Kaif • Julia Roberts

• Amul • Binaca • Amar Chitra Katha • Bajaj Scooters • Campa Cola

Five inspirational movies that I recommend

Five travel destinations I would like to visit

• A Civil Action • Rang De Basanti • The Shawshank Redemption • The Horse Whisperer • Swades

• Scotland • Jamaica • Andaman • Nicobar islands • Bhutan • Masai Mara

Five books that I recommend

Five gadgets that I would like to own

• Mother • 100 years of Solitude • Interpreter of Maladies • Sea of Poppies • Satyajit Ray’s entire Felu Da series

• Samsung Galaxy Camera • Milagrow Home-Bot • Philips Hue Smart LED Light Bulb • Beats – Dr. Dre Headphones • Bose Home Theatre

Five international brands that I would like to see in India • IKEA • Burger King • JC Penney • Disneyland • Nando’s

Five overhyped brands • iPhone • Starbucks • Google+ • Ra. One • VW Beatles

Five favourite ad jingles / songs for different moods • Titan’s Piano Tune - Happy Mood; • Jab main chhota bachcha tha: Bajaj Electricals – Simply connecting • You Sang to me – Marc Anthony – Romantic • Sunshine wali asha – Coca Cola – Fresh mood • Har ek friend zaroori hota hai: Airtel – Fun

As told to Synjini Nandi -synjini.nandi@exchange4media.com

Pitch | January 2013

COLUMN

Pravin Kulkarni gM, Marketing, Parle Products

Why 2013 will be big for mobile according to tRaI, as on december 2012, there were close to 904 million mobile phone users. of this, 10 per cent, that is 87 million are mobile internet users, which is expected to almost double and reach around 165 million by 2015. Further, according to a global survey done in India by ernst & Young, 54 per cent of the respondents prefer unlimited data plans over usage plans. Mobile penetration and internet usage will be two key factors that will be important for marketers using mobile as a marketing tool. In my opinion, here are the nine reasons why 2013 will be a big year for mobile marketing

Mobile Search Brands have begun investing in search engines and integrating it with social media. keywords will become important for mobile search.

SMS and Missed Call Marketing this will become important for regular feature phone users and is an effective tool for mass marketing. targeted marketing helps to provide a direct reach for customers.

Location and GPS Services It helps in direct targeting for brand marketing.

Mobile Commerce and Mobile Shopping Mobile coupons will become popular

Pitch | January 2013

in 2013. Marketers will offer special discounts to create loyalty. this will also be a cost-effective alternative to press coupons

Online gaming presents the biggest opportunity for marketers to integrate their brands with games. There exists a high level of loyalty in gaming as consumers want to reach higher levels

Mobile Apps an increasing number of mobile users are accessing a wide range of apps daily. there exists a huge opportunity for marketers in terms of app advertising and creating branded content in apps.

Dual Screen

New Media Services like augmented reality and QR codes

Mobile Entertainment there is a lot of scope for creating branded content for on the go entertainment. online gaming presents the biggest opportunity for marketers to integrate their brands with games. there exists a high level of loyalty in gaming as consumers want to reach higher levels. For instance, we interspersed one of our products Parle g at various places in the Ra.one game, created from the movie Ra.one

Mobile Ads with mobile ads, marketers can track consumer reaction on their campaigns real time and make changes.

9th ANNIVERSARY SPECIAL

Rahul Singh Founder, the Beer Cafe

A big lie: We don’t lose on beer sales in winters My ideal media mix and why Radio & PR and social networking sites

Five memorable brands from my childhood • Pink Floyd • Yashica • Yamaha • wrangler Jeans • duke of edinburgh medals from Boys scout, Ray-Ban, Maggi

Five international brands that I would like to see in India • desigual • Ikea • Banana Republic • Mustang • Blue Moon Beer

Five brands that I feel are cult brands in India

Five industry leaders I look up to

• harley davidson • Coke • nike • Marlboro • apple

• nR narayana Murthy • Richard Branson • Jeff Bezos • steve Jobs • Ratan tata

Five overhyped products/brands • Four square • Instagram • harrods • segway • wine

Five ever-green brand ambassadors • Michael schumacher • greg norman • steve Jobs • Richard Branson • george Clooney

Five marketing lies that I tell very often • I drink beer every day • we don’t lose on beer sales in winters • our’s is a win-win deal • this is a unique concept (I just saw it on google) • our’s is a long-term relationship

Ideal 9 hours at work • 2 hrs of Beer tasting • 2 hrs of staff training • 1 hr of Financial Reviews • 1 hr of team Meeting • 1 hr of Business development meeting • 1 hr of social Media • 1 hr of de-stress As told to Saloni Surti - saloni.surti@exchange4media.com

Pitch | January 2013

Rajesh Iyer head, Marketing, Colors

The Monk Who Sold his Ferrari Five ever-green brand ambassadors

Four travel destinations I would like to visit

Five favourite ad jingles / songs for different moods

• amul girl • sean Connery (lV) • Roger Federer (Moet & Chandon) • amitabh Bacchan (Polio drive) • Pierce Brosnan (omega)

• Bhutan • Zanzibar • Machu Pichu • antartica

• nirma (doodh ki safedi, nirma se aayee) • MP tourism ad - ajab hai • hero - hum me hai hero • ek titli (old nFdC production) • airtel (har ek Friend Zaroori)

Five inspirational movies that I recommend • • • • •

Forrest gump the godfather swades shawshank Redemption Remember the titans

Five books that I recommend • • • • •

tintin series the Monk who sold his Ferrari Jonathan livingston seagull shantaram to kill a Mockingbird

Five memorable brands from my childhood • Campa Cola • Maggie • Cadbury • Boost • Rasna

Three overhyped products/brands

Two international brands that I would like to see in India

Four automobiles I would like to own

• Burger king • Ikea

• ducati • aston Martin • Firefox bike • Vespa

Five industry leaders I look up to • Ratan tata • steve Jobs • warren Buffet • Bill gates • Richard Branson

• Zara • starbucks • Blu ray discs

My ideal media-mix the ideal media mix should be just like a true James Bond dry Martini - a perfect blend of platforms, a good measure of creativity As told to Synjini Nandi -synjini.nandi@exchange4media.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL

Rajeeb Dash Head - Marketing, Tata Housing Development Company

Jab mil baithenge teen yaar My ideal media mix and why Ideal media mix will be 30% ATL (purely press, outdoor and TV), another 35% for the BTL activation as this is critical for the consumer engagement point of view and the balance 35% will be for the digital online media which is going to be the future for most of the brands. Online media is cheaper as compared to other media and also it gives the opportunity to build the brand equity through engagement and participative way. BTL always helps to project brand philosophy innovatively and its execution challenges. As there is a saying that the marketers need to catch the consumers while they are young, so online gives the best opportunity to do that. Also online is a two-way process where one can get the consumers ad prospects get involved in the co-creation process

• Rasna - This is simply because of the jingle “ I LOVE U RASNA”. I don’t think I have seen any other brand jingle so sweet and simple

Five memorable brands from my childhood There are some brands that have undoubtedly created a strong impression and still linger on in the mind. These are: • Liril – In those days think about glamour and there was Liril, with the beautiful jingle that was aspirational.

Pitch | January 2013

InteRnatIonal BRands that I would lIke to see In IndIa

• IKEA • Starbucks • Stapler • Gloria Jean’s Cafe

• Bajaj - Its not Bajaj but it is hamara Bajaj. It had the appeal to be part of consumers’ life and make consumers feel proud about the brand. It gives the impression that it is my brand and it’s made for India. • tata salt - this ad created the category called Branded salt and more over it educated the consumers about the benefits of iodized salt. this is one of the brands that created the branded category in an educating way and still is the category leader. • nirma - this is remembered for the beautiful jingle and it has always communicated its brand promise for the popular segment.

help in visualising your creative thoughts

• C k Prahalad • aamir khan • steve jobs

Five overhyped products/brands

Five favourite ad jingles / songs for different moods

Gadgets that I would like to own

• Barack obama • kapil dev

the digital market is very dynamic so I would always like to own the latest gadgets. I am a big fan of apple products, so would like to own all the apple products that is going to come in the future. as I love creativity so would like to have one gadget that can combine creativity with the technology, something like a camera which will

• • • • •

Colas kFC detergents Minerals Baby products

A car I would like to own BMw for sure and then having a yacht

Five industry leaders I look up to

• hamara Bajaj - It gives the feel of ‘own product’ • Bagpiper whisky - Jab mil baithenge teen yaar • liril soap – It’s purely because of the glamour that it has created through the jingle la lara la. those days we did not have the kingfisher calendar so we used to love to see liril girls • Intel - this is actually inside one’s mind so one cannot forget the jingle • airtel - It is for aR Rahman’s music

My ideal 9 hours at work I love to be among creative people so would like to start my day with having a creative session with my team. then detailing out innovations that the team can do to make the product stand out in the market. then the daily inter-departmental meetings as per requirement. In between the meetings would have individual brand team meeting discussing product strategy. Finally at the end the day checking my balance score card As told to Priyanka Mehra --priyanka.mehra@exchange4media.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL

Rajesh Mehta Former Director-Marketing, Western Union India

Can we please have Victoria’s Secret in India? Five ever-green brand ambassadors

Five inspirational movies that I recommend

Five gadgets that I would like to own

• Most of the Brand Ambassadors for Rolex • Most of the Brand Ambassadors for Tag Heuer • Most Of the Brand Ambassadors for Longines

• Anand • 3 Idiots • Lord Of The Rings – Triology • Erin Brockovich • The Bridge on the River Kwai

• Trackdot Luggage tracker • Westinghouse’s 110-inch television • The Albert Einstein Limited edition collection by Mont Blanc • LG Whisen Air Conditioner with Voice commands • Lytro Light Field Camera

Five international brands that I would like to see in India • Amitabh Bachchan for KBC • Michael Phelps for Subway (Michael Phelps publicly apologised to his fans everywhere after actually tasting one of the Subway sandwiches he endorses )

Five books that I recommend • The Alchemist - Paulo Coelho • The Millennium Triology – Stieg Larsson • The Goal - Malcom Gladwell • The Tipping Point – Malcom Gladwell • Atlas Shrugged – Ayn Rand

Five travel destinations I would like to visit • Orkney Islands - Scotland • Mont Blanc – Valle d’Aosta, Italy • Norway’s Coast – Norway • Bora – Bora – Society Islands , French Polynesia • Grand Canyon, Arizona, USA

Five memorable brands from my childhood • Rasna • Dippy’s Squash • Tobu Cycle • Gold Spot • Cibaca Toothpaste

• Tim Horton’s Coffee • Victoria’s Secret • 4711 Cologne • Thom Browne Sunglasses • Lanvin

Five auto brands I would like to own • Gold Lamborghini Aventador LP700-4 • Bentley Continental GT Speed Convertible • Ferrari F12Berlinetta • Pagani Huarya • Panthalassa Luxury Yatch As told to Saloni Surti - saloni.surti@exchange4media.com

Pitch | January 2013

COLUMN

Rama Bijapurkar an independent market strategy consulting practitioner

Add-On Card: For helicopter parents the add-on credit card and the sMs that follows after it is used is one of the greatest new-age developments to delight helicopter parents. offsprings, who seldom answer cell phones, never fail to swipe their add-on credit cards. It is also a doubleedged gift given by people who haven’t kicked the parental micromanaging habit, despite their children having moved out of home. “Yes, I know I told him to buy any birthday gift he wanted using the add-on card, but at such an expensive shop? Must give him a lecture on brand illusion.” add-on cards also help to keep tabs on hyperactive mothers. “Ratnadeep supermart at 9 aM on a sunday? Mom, are you having a party, didn’t the doctor tell you to rest?” when my daughter was in college, she was excited about spending her summer job money on an off-the- beaten-track holiday. she chose one of those tiny european countries that you need a magnifying glass to locate on the world map. she called to grumble that it was a “micro” country in a “random” location with nothing to do. “as big as Bombay?” I asked curiously. “no, no,” she replied, “more the size of Colaba and nothing to do.” In ‘mothering heights’ behaviour, I felt bad. ten minutes later, an sMs from the bank told me that my card had been swiped at Zara. then, another happy one said, “Just across the street and nothing else to do here, heaven.” soon she began earning and swiping her own credit card and I was getting — power withdrawal symptoms. on each of her recent birthdays, I have said, all misty-eyed, to her, “You are my only child, please let me pay for your entertainment expenses for a few years more.” and she always replies sweetly, “awww, you already give me so much, why don’t you fund my once-a-year wardrobe upgrade instead?” and I instantly say, “no no, entertainment funding is my thing. Clothes, you must buy on your own.” the sMs alert system has put paid-to-be-

Pitch | January 2013

I pressed the add-on card into her wallet and said, “You don’t need to spend your own money when you come home,” and followed it up with, “Where are you going?” She shot back, “Why don’t you wait for your spies from the bank to tell you.”

innovative business models to bypass parents, the kind that my daughter had perfected. on one of her vacations from college, it vaguely registered that I was not asked to spend money at all. I assumed, with glee, that dad was being targeted all the time. when the vacation was over and she had left, he remarked that she had hardly taken any money from him. then I got the credit card statement. It showed a lot of eating out. I called her and asked what on earth she was consuming? she said that she had been volunteering to pay the total bill with her credit card, and her friends paid her cash for their share. that way she bypassed us. the credit card summary usually came after she left. I recently visited my mother and, despite my grey hair, as I was leaving the house with some friends, she asked, “and when will you be back?” I said I had the key and she need not wait, but clearly this was not about the key. My daughter came to visit us recently, and as she was going out at night, I pressed the add-on card into her wallet and said, “You don’t need to spend your own money when you come home,” and followed it up with, “where are you going?” she shot back, “why don’t you wait for your spies from the bank to tell you.” they did. we got a cheerful call recently saying, “I am going to so-and-so country, and don’t worry about the newspaper reports, I will be safe. the international roaming on my cellphone isn’t working, there is no internet at my hotel, but relax, I will call you on my return.” I had the presence of mind to say, “If you see some things that I may like over there, buy them for me using my card please.” and without resistance, roaming charges and inflated cellphone bills, my spies from the bank gave me all the comfort I needed.

the article first appeared in eYe

9th ANNIVERSARY SPECIAL

Rameet Arora sr director Marketing, Corporate Communication, Menu Management, Mcdonald’s India - hRPl

Don’t want more than three hours of meetings Ideal 9 hours at work Coffee with the team to start the day. not more than three hours of meetings. at least a couple of hours of flexible time to deal with issues that turn up out of nowhere. some thinking time thrown in. no super early starts. an hour for lunch. and lots of coffee breaks to stay alert

Five favourite restaurants • Cheese Cake factory and Chipotle (distant fantasies) • khane khas • Yauatcha • Murugan Idli • I wonder if tunde Mia in lucknow qualifies as a restaurant

Five serials from childhood/youth that I miss/remember/or relate to • • • • •

hum log nukkad star trek the sports Quiz he-Man

Pitch | January 2013

InteRnatIonal BRands that I would lIke to see In IndIa

• IKEA • Wal-Mart • Chipotle • Disney (the theme parks)

Six characters (movie/ serials) that I would want to play or I relate to • • • • • •

Jerry Maguire seinfield Captain James t kirk Jack sparrow Vito Corleone Forrest gump

Four brands that I feel are cult brands in India • sachin tendulkar • nokia • thums up • Mcdonald’s

Four gadgets that I would like to own • iPad Mini • iPhone 5 • a nike+ chip • the Canon eos 6 d

Three oft-repeated words/ phrases in my daily vocabulary • Perspective • Relax • step Back

My ideal media mix and why tV + outdoor + digital : stories + Impact + Interactivity

As told to Priyanka Nair -priyanka.nair@exchange4media.com

Pitch | January 2013

9th ANNIVERSARY SPECIAL / COLUMN

Ranjukumar Mohan director & Business head, Jk ansell

10 trends to look forward in 2013 1

Living the consumer life to discover insights Cracking the consumer code is the biggest challenge facing marketers today. and in order to do so, it’s necessary for marketers to step into the consumers shoes personally. Focus groups and quantitative research will have its own place, but it is only a poor substitute for direct consumer contact. and in order to completely understand the consumer, it is necessary to live the life of a consumer, to go to him in his own world and observe and question the things he does daily. Understanding shopper behaviour now that the difference between a shopper and a consumer is well established, it’s high time we start getting down to focus on the shopper as a segment. shoppers spend no more than six seconds on an average looking for a specific brand before they settle for another brand. that’s just six seconds in which to ensure that your brand comes to the attention of the shopper! not just that, how do you ensure that the shopper picks up your brand at the moment of truth? unilever has set up an Insights

Shoppers spend no more than six seconds on an average looking for a specific brand before they settle for another brand. That’s just six seconds in which to ensure that your brand comes to the attention of the shopper!

Centre where consumers fitted with eye tracking devices can shop for products in a virtual store. apart from using technology, tools like Market basket analysis help you understand relationships between purchases. not only will it give you insights into consumer purchasing behavior but it will also help you design store level schemes and provide aids to in-store visual merchandising. Using social media to gain consumer insights social media is being used to create conversations with consumers. with companies unveiling new products on Facebook (the launch of Ford explorer), social media is becoming a great tool to gauge consumer response, understand your target consumers better and understand their lifestyles. kamasutra used groups on Facebook to get consumer perceptions and insights for testing extension of brand kamasutra into different categories. Content was and will always remain king Content was and is always remain king. original content will soon

Pitch | January 2013

become a sought after commodity. And most brands will run after original content to remain relevant in today’s age of the internet. Content creation and using it at the right places will be the most important factor that differentiates brands going forward.

Crowd sourcing There’s a huge talent pool of amateurs out there in the world. Using them to generate ideas and concepts not only brings in a fresh perspective but also helps connects the brand with prospective consumers and advocates of the brand. Crowd sourcing is not just limited to generating ideas, but consumers get a say about the kind of products they get (as in the case of Frito Lay who asked consumers to choose the next flavors for the brand of Lays Chips) ,in the kind of packaging they want and at what price they want to buy it. Neuro marketing 90% of all consumer purchasing decisions take place at an unconscious level. Understanding the way a consumer’s brain reacts to different marketing stimuli using technologies like functional MRI etc. is the best way to measure a marketing campaign’s effectiveness and whether your brand message is reaching the consumer. It also brings in a scientific, accurate element for measuring the effectiveness of a marketing campaign. Gamification Most brands are striving to increase engagement through social media and create a captive fan base online. And most brands do not seem to be getting it right. Gamification offers a new way of increasing engagement through application of game thinking

Pitch | January 2013

and game mechanics in social media. But providing badges and achievement levels, gamification has now ensured that simple apps have an element of achievement and personal reward. Of course the offline applications of gamification are numerous across sectors but for the FMCG industry, application on the digital front will be the next big driver to engage consumers online.

Understanding the way a consumer’s brain reacts to different marketing stimuli using technologies like functional MRI etc. is the best way to measure a marketing campaign’s effectiveness and whether your brand message is reaching the consumer

Mobile Marketing The explosive growth of mobile apps across the world and the increasing penetration of mobile phones in India are changing the consumer’s media consumption habits. No longer is a marketer’s job limited to just adapting his website to a mobile platform, it’s now all about giving consumers brand experiences through applications on mobile phones along with utility/ fun in order to make the brand more relevant.

Customer service Servicing your consumer will be the next big trend in the FMCG space. This is just not limited to servicing consumer complaints but also assisting consumers in knowing more about the products through various touch points which could include both online as well as offline platforms.

e-Commerce The second wave of e- commerce has begun in India and it shows no sign of slowing down. Soon enough, the FMCG industry will also be caught up in this wave. e- commerce will provide new opportunities for understanding consumers and their buying behavior and marketers need to keep an eye on this sector.

9th ANNIVERSARY SPECIAL

Ranjivjit Singh CMO, PPS, HP India

Play to win; lose to learn Five books that I recommend • One of the books that I really enjoyed is the The Corner Office by Adam Bryant • Second one is the Steve Jobs biography by Walter Isaacson • Third one is Great by Choice by Collins and Hansen • The Road Less Travelled by M. Scott Peck • Jonathan Livingston Seagull by Richard Bach

My ideal media mix and why Ideal media mix is something that has to be at a level of the threshold and clearly operating on what is your main media and what is the reminder media. There are many facets of the brand and the values that you want to communicate. Resources being limited, if you are just duplicating, it will be a waste. If you want to amplify one part over the other then you will have to think of a comprehensive media mix.

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Five things on my bucket list • There is the usual thing about travel, I would love to go to New Zealand and Egypt and get the experience • I would like to spend more time with my wife, my kids and my family, more than I currently do • I am very passionate about horse-riding, I have restarted that

Pitch | January 2013

evergreen brand ambassadors?

I think brand ambassadors are really the products. I firmly believe in that the biggest carrier of the brand are the products

• The fourth thing is living a life of contribution; we tend to be pretty selfish as we are takers and making the switch to contributing and giving, that is on a high priority • The fifth thing is to do stuff that I am passionate about - music, watch movies read books and have that personal space and time

Five automobiles that I would like to own • A world class horse • A car that goes beyond utility value to more passion and appeal; bmw still holds some appeal for me • Audi R8 • Suzuki Hayabusa • Classic Willy’s Jeep

Five gadgets that I would like to own • The Envy x2 for sure. It is a hybrid; detach it as a tablet and also use it as a notebook; it is the clear winner for me • A good music system. I have a Bose but I would want something more sophisticated

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Five industry leaders that I look up to • I think Ratan Tata for sure. He has done so well for himself, the company, India and the world • I look up to Bill Gates. I had the opportunity to work for him for seven and a half years • I look up to the founder of Apple posthumously, Steve Jobs • Anand Mahindra is doing a nice job from an India perspective. The span • I’m waiting for the Nokia Lumia 920 and spread that he has created in • For home I would want the HP Envy his portfolio and how he is handling 23 AiO Touch PC because that will it is admirable allow me to work with my hands • Warren Buffet for his simplicity of • I just bought a DSLR and I’m very thought happy with it

Five brands that I feel are cult brands in India • I think Harley Davidson is going through a cult orientation • Audi is going through a high as a cult Five often repeated brand at the top end words or phrases in • Louis Vuitton my daily vocabulary • Gucci is a nice luxury brand • Take 100% responsibility for yourself, • Bodyshop don’t focus on changing others • Is this fair? Is this the right thing? • I see opportunity in every crisis; what a waste this crisis would be if we didn’t distinguish what we’ve learnt • Be the best you can be, do your best, don’t chase the outcome • Play to win; lose to learn As told to Abhinav Mohapatra -abhinav@pitchonnet.com

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9th ANNIVERSARY SPECIAL

Ravi Vora senior Vice President, Marketing, Flipkart

TV continues to provide maximum impact Six ever-green brand ambassadors • amul girl • Juhi Chawla from the kurkure ads • Javed Jaffery and his cult Maggi series • the grand old man from Mdh • the Colgate dentist • lalitaji from surf

Five travel destinations that I would like to visit

Five inspirational movies that I recommend

• egyptian pyramids • athens • Rio • scotland • Rome

• hoosiers • 3 Idiots • the Bucket list • Forrest gump • shawshank Redemption

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Pitch | January 2013

MeMoRaBle BRands FRoM MY ChIldhood

• Maggi • Doordarshan • Bajaj • Gold Spot • Maruti My ideal media mix and why

Five brands that I feel are cult brands in India • tata • amul • Cadbury • google • sachin tendulkar

Five industry leaders I look up to • sunil Bharti Mittal • the google founders larry Page & sergey Brin • steve Jobs • aditya Birla • Ratan tata

tV, online & Print

Three favourite ad jingles / songs for different moods • the titan tune for its strong association with touching moments • the Fanta jingle, which I think is peppy, youthful and underscores the brand personality well and finally • Mile sur Mera tumhara, for cutting across language barriers and being inspirational without sounding preachy

television continues to provide maximum impact and reach despite the heavy clutter within the medium. however with the younger generation spending lesser time on it and the proliferation of channels, it should see some challenge coming from emerging mediums like online. online is the fastest growing medium especially for brands targeting the younger demographics. It will slowly mature as better connections and

Ideal 9 hours at work a day free of official meetings; a day spent in meeting consumers, and thinking/planning the next few quarters for the brand

faster speeds lead to people spending more time on the net. another advantage of the online medium is that is happens to be an extremely track-able and performance driven channel - an attribute that appeals to today’s marketers a lot. Print continues to occupy its fair share with reading habits remaining stable. the medium has kept pace with the changing landscape and managed to maintain its relevance in this digital age. As told to Twishy -twishy@exchange4media.com

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Ravindra Pai senior Vice-President - Marketing, apollo hospitals

Tendulkar is an ever-green brand ambassador My ideal media mix atl & Btl marketing in the ratio 70:30 would be an ideal media mix for me.

Six ever-green brand ambassadors • amitabh Bachchan • sachin tendulkar • hema Malini • david Beckham

• sophia loren • naomi Campbell

An industry leader I look up to

Five memorable brands from my childhood

• the apollo hospitals group Chairman, dr Pratap C Reddy is definitely an iconic figure whom I look up to

• Bata • Vicks • hMt watch • amul • Cherry Blossom

Seven brands that I feel are cult brands in India • levi’s • apollo • amul • khadi • Royal enfield

• Bata • Maruti

Ideal 9 hours at work Review, services & Product innovation and strategic initiation is what my work of. As told to Saloni Surti - saloni.surti@exchange4media.com

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Pitch | January 2013

S Vishwanathan gM- Marketing services, Cavinkare

“Best food is home food” Five memorable brands from my childhood • Complan • Rasna • Cadburys • lifebuoy • hero honda

• Mahabharat • Vikram aur Betaal • Chitrahaar • Vannak kolangal (tamil)

Four things on my bucket list • update my blogs; Read the books bought

Auto brands I would like to own I really like to walk!

Five oft-repeated words/ phrases in your daily vocabulary • It is all in the mind • let me listen first • what is in it for the consumer? • why should the consumer buy? • what is the big picture?

Five serials from childhood/ youth that I miss/ remember/or relate to • Ramayan

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• Catch up on the exercise regimen • spend more time with family • Catch up with friends

Five travel destinations I would like to visit • himalayas • switzerland • hiroshima (Japan) • amazon forest (Brazil) • egypt

Five industry leaders I look up to • CkR (Cavinkare) • Ratan tata • nR narayana Murthy • steve Jobs • Ricardo semler (Ceo of semco Brazilian company)

Five overhyped products/brands Many technological products, when they first get introduced

Five favourite restaurants Best food is home food!!! As told to Deepa Balasubramanian -deepa@exchange4media.com

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Sachin Kapur Chief Marketing officer, groupon India

I’m loving it! Five inspirational movies that I recommend • • • • •

For the love of the game a Beautiful Mind lord of the Rings Paan singh tomar Braveheart

Five international brands that I would like to see in India • walmart - as walmart and not another name • abercrombie & Fitch • disney theme Parks • Ikea • gaP

Five automobiles I would like to own • BMw • Porsche Cayenne suV • hummer

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• harley davidson (Fat Boy) • willy’s Jeep

Two women I would like to date • My wife - Both of us have not found the time to go one a date for a very

long time now • deepika Padukone

Five favourite ad jingles / songs for different moods and why? • Ad Jingles: I’m Lovin it McDonald’s - an expression of

having a good time..anywhere anytime You & I in this beautiful world - Hutch - a song that generates a positive feeling, allows you to look at the world around you and see the beautiful things that life has to offer • Songs: Country Roads by John denver - Reminds you of your home when you are far far away. while listening to it you can almost smell the countryside. • Eye of the Tiger - a song to get you pumped up and charged up anytime. whenever you feel down and out this is one song that gives you the energy to get up and give it back to the world

Five brands that I feel are cult brands in India • Mahindra scorpio • titan • Royal enfield • old Monk Rum • amul Butter

As told to Abhinav Mohapatra -abhinav@pitchonnet.com

Pitch | January 2013

Sakshi Vij Head Marketing, Carzonrent (India)

Oft repeated phrase: Let me Google it! Five serials from childhood/youth that I miss/or relate to • Full House • Wonder Years • Crystal Maze • Small Wonder • Friends

Five favourite restaurants • Wasabi in Mumbai • Indian Accent at the Manor in Delhi • Thai Pavillion in Mumbai

• Nobu by Morimoto in Hongkong • Big Chill Café in Delhi

Ideal 9 hours at work A successfully executed campaign, going through some very satisfying appreciation about our products from customers and working with my teams to develop better products and campaigns. I love the process of developing campaigns

Pitch | January 2013

– the brainstorming, ideation, concepts, executions and finally the results and feedbacks. The idea of understanding our customers’ minds is the most fascinating part for me as a marketer.

Five brands that I feel are cult brands in India • Happily Unmarried • Mahindra for their SUVs • Royal Enfield Bullet • Thums Up • Fab India

Five characters (movie/ serials) that I would want to play or I relate to • Cristina Yang from Grey’s Anatomy • Ted Mosby from How I Met Your Mother • Margaret Thatcher in Iron Lady • Elizabeth in Eat Pray Love • Chris McCandless from Into the Wild

Five oft-repeated words/ phrases in my daily vocabulary • What’s new?

• Wow! • Really? • Let me Google it! • What does GPS say? (Because I am bad with routes.)

Five international brands that I would like to see in India • Godiva (Along with their Chocolate Parlours) • Prada • Boots • Nordsee(European Fastfood chain specializing in Sea Food) • Nespresso (Cafés and Coffee Makers)

Five overhyped products/brands • Ed Hardy • Dubai(As a travel destination) • Louis Vuitton(Since every second person owns 1 it’s no longer Luxury) • Tata Nano • A large number of the Rs 100 crore earning Bollywood movies today As told to Priyanka Nair -priyanka.nair@exchange4media.com

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9th ANNIVERSARY SPECIAL

Salil Vaidya CMO, ASK Group

A lie I say: I appreciate your point of view Five ever-green brand ambassadors • Amitabh Bachchan • Gabbar from Sholay • Sachin Tendulkar. • Shahrukh Khan • Aishwary Rai

to many more Indian brands becoming international brands of repute.

Five brands that I feel are cult brands in India • Thum’s Up • Cadbury’s • Dettol

Five industry leaders I look up to • Ratan Tata • Kishore Biyani • NR Narayana Murthy • Sunil Mittal • Anand Mahindra

Five marketing lies that I tell very often

Five memorable brands from my childhood • Rasna • Amul • Bajaj • Thums Up • Close Up

Five international brands that I would like to see in India I do not think that we are being deprived of any major international brands today as most of them are available through their Indian subsidiaries or JVs or are just imported. I would really look forward

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• Horlicks • Colgate

Five overhyped products/brands • Fairness Creams • Food / brand variants promising health benefits like low fat / cholesterol etc • Deos which promise to make men desirable following the success of Axe • ‘Morning After’ emergency contraceptives pills • Apparel brands which share catalogues with consumers in the garb of advertising

• Never reject any idea or concept bluntly. So the feedback begins with something like “It’s a very different concept but ...” • “I have a better deal with me already” while negotiating with external partners • When dealing with contrary opinion without sound logic, I am used to saying,“I appreciate your point of view” though I hate it • “Let’s meet next quarter to see what we can do”... when I do not have budget or I am not keen on any proposal. • And when my argument gets the bosses upset... “I think I was not very clear. I meant...” As told to Saloni Surti - saloni.surti@exchange4media.com

Pitch | January 2013

Sandeep Hegde Manager, Sales & Marketing, Citizen Watches (I)

Twitter, Dhoni are over-hyped Five ever-green brand ambassadors

Five travel destinations I would like to visit

Four gadgets that I would like to own

• Kapil Dev for Palmolive • Vinod Khanna for Cinthol • James Bond for Omega • Andre Agassi for Nike • John Travolta for Breitling

• Cairo • Egypt • Rome- Italy • The Grand Canyon (Arizona)- USA • Ladakh

• The iPhone 5 • Bose VideoWave II Entertainment System • Dell XPS 12 Ultrabook • Nikon D3X Camera

Five memorable brands from my childhood • Farex • Dalda • Rasna • Lambretta • Favre Leuba

Five inspirational movies that I recommend • Chak De India • Saving Private Ryan • Forrest Gump • Do Aankhen Baarah Haath • The Rain Man

Five automobiles I would like to own • Yamaha VMAX • Rolce Royce Phantom • Ferrari F12 • Bentley Continental GP • Royal Enfield Bullet

Five international brands that I would like to see in India • Panerai • Tiffany’s • Coach • Lancome • Disney

Five overhyped products/brands • Sonata Watches • Lays Wafers • Anti-hairfall Products • Twitter • MS Dhoni As told to Synjini Nandi -synjini.nandi@exchange4media.com

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Samar Singh Sheikhawat Senior Vice President, Marketing, UB Group

What planet are you on? Five evergreen brand ambassadors • Sachin Tendulkar for Pepsi • Zakir Hussain and Saif Ali Khan for Taj Mahal Tea • Kapil Dev for Palmolive Shaving Cream • Amitabh Bachchan for Reid and Taylor • Juhi Chawla for Lehar Kurkure

Five international brands that I would like to see in India • Billabong • Old Navy • J Crew • GAP • Merrel Shoes, Doc Martens Shoes, Vibram Five Fingers Running Footwear

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MeMoRaBle BRands FRoM MY ChIldhood

• Murphy • Bush • Bournvita • Vaseline Hair Oil • EC TV

Five automobiles that I would like to own • Ferrari • lamborghini • Prado • Jeep • land Rover, Cherokee

Five often repeated words/phrases in my daily vocabulary

Five overhyped products/brands • • • • •

Big Bazaar Pears soap dove santoor Bata

• • • • •

amazing significant unbelievable Brain dead what planet are you on?

My ideal media mix depends on the product, industry, life cycle, regulations, competition, etc

Five marketing lies I tell very often Five industry leaders I look up to • • • • •

anand Mahindra Richard Branson sam walton Vijay Mallya Ratan tata

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none that I can think of

As told to Arshiya Khullar -arshiya.khullar@pitchonnet.com

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9th ANNIVERSARY SPECIAL

Sandeep Aurora director, Marketing, Intel (south asia)

We are trained and taught not to tell lies What is my ideal media mix actually there is none; it is so dynamic, it changes so fast that it varies from campaign to campaign. there is no ideal user that you are trying to target, there is no “ideal” media mix in that sense, but I would say in general you will see social and digital getting more importance. But having said that it is not that in a country like India, print and tV is going to go away. there will stay relevant for a long time to come, which goes same for radio. In that sense there is no ideal media mix, for instance if I am talking about ultrabooks, I will have a different media mix if I’m connecting to the first time users I will have a different media mix, what you are targeting and when, it is very dynamic.

Five gadgets that I would like to own • • • •

Convertible ultrabook 100 megapixel digital camera Really smart smartphone which does multiple things I would like a gesture control device to control all the stuff at home • no-touch car

Five inspirational movies that I recommend I don’t watch too many movies but if you are trying to look for inspiration you could get inspiration from so many different

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Pitch | January 2013

MeMoRaBle BRands FRoM MY ChIldhood

• Champak • Nandan • Chacha Chaudhry • Fanta

Five travel destinations I would like to visit • • • • • things. a movie is a story and a story tells you different things and inspires you for something. For example, Jab tak hai Jaan inspires you to let go off your inhibitions and be what you want to be. I watched talash; it teaches you that when you have young kids, take care of them and don’t let them roam around lakes alone. the godfather tells you that if you are in business together, don’t express your divergence of opinion in front of a third party otherwise he will take advantage of it. Chak de India tells you about team spirit and Mission Impossible teaches you how you get what you want/ need.

• one of the founders of Intel - andy grove has taught many things like how only a paranoid survives, how to do constructive confrontation, disagree and commit • steve Jobs, who has got to be in every list is a pioneer in design • Mahatma gandhi and his ideal of peace • subash Chandra Bose without whom the country would not have stretched for independence

africa south america north Pole south Pole Japan

Five international brands that I would like to see in India I think everyone is here you just have to find them but I would want Perry ellis to open here and if it was six months ago I would have said Claire’s but they are here now.

Five magazines that I read and recommend • • • • •

economist Fortune time outlook the week

Three evergreen brand ambassadors • Rk laxman’s Common Man • amul Butter girl • Intel Bong which gets aired somewhere in the world every 30 seconds

Four industry leaders that inspire me

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Five marketing lies that I say we are trained and taught not to tell lies. As told to Abhinav Mohapatra -abhinav@pitchonnet.com

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Sanjay Tripathi Marketing Head, HDFC Life Insurance

No such thing as ideal media mix Five inspirational movies that I recommend • Dead Poet’s Society: ‘Carpe Diem’- Seize the day. I try living each day to the fullest • The Bucket List: It reminds me to prioritise my life. To enjoy the blessings I have today. To realise that man’s time is too short • Pursuit of Happiness: A beautiful, heart wrenching movie about hope and perseverance. And a father’s unconditional love for his child • Billy Elliott: It’s about finding your calling and pursuing it however deviant it may be from a conventional perspective • Forrest Gump: Forrest’s indomitable spirit goes to prove that courage, perseverance and heart warming love are attributes that are more vital as compared to pure intellectual superiority

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Five travel destinations I would like to visit • Egypt: To experience the mystique that surrounds this place • Brazil: I’ve heard so much about this beautiful country with such a vibrant culture • Prague: For its stunning and breathtaking architecture. • Israel, Palestine, Jordan: A must do on my travel wish list. It will be amazing to experience a place that has so much history surrounding it • Fiji islands: Heard a lot about its white-sand beaches, cloudless sky and the ever smiling friendly people

Pitch | January 2013

automobiles I would like to own

Five gadgets that I would like to own • Tag Heuer Racer • The MacBook Air • Nikon D800E • Nintendo Wii U • iPhone 5

Five international brands that I would like to see in India • Ikea • Amazon • Mustang • Guinness Beer • Disneyland

• With a little help from my friends: Beatles – I’ve had some great friends while studying at IRMA. Whenever I listen to this song, memories of yonder days come rushing back

Pitch | January 2013

• Bugatti Veyron • Ferrari 458 Italia • Harley Night Rod • Aston Martin DB9 • Audi R8 Coupé

• The Scientist by Coldplay & With or Without you by U2 : My songs for a melancholic day • Sweet Home Alabama by Lynyrd Skynard: for a cheerful mood. It’s a song that makes me want to learn to play an instrument. • MyLittle Girl by Tim McGraw: Reminds me of the blessed day my beautiful daughter was born. • I don’t wanna miss a thing by Aerosmith: For my lovely wife who’s been my rock throughout.

Five serials from childhood/youth that I miss/or relate to • Phool Khile Hai Gulshan Gulshan: I remember Tabassum being such a lively and funny hostess. It was a weekly Friday ritual in our home. • Chaya Geet every Thursday with songs from Bollywood • Hum Log was a cult program followed by everybody in the country • Mahabharat by BR Chopra executed brilliantly. Using technology available then, it was

brilliantly executed as if you were witnessing the mythology real time. • Buniyaad: Which dealt with the Partition of India in 1947 and its aftermath in a very touching way

Five oft-repeated words/phrases in my daily vocabulary • Hi! What’s up? • What’s new? • Interesting • Frankly • Nice

My ideal media mix There is no such thing as an ideal media mix. It is completely a function of your target audience, the budgets, the offering and the campaign objectives. It is imperative to get your message right and then translate it across the medium depending on its specific characteristics. The kind of communication that may work on print is very different from what may work on a digital medium. A media mix will only become ideal when it is robust enough to take into account the understanding of a typical day in your consumer’s life. As told to Abhinav Mohapatra -abhinav@pitchonnet.com

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Sandipan Ghosh Assistant Vice President, Marketing, Consumer Brands Division, Ruchi Soya Industries

Ideal Day: 5 hours work, 4 hours Creative Fun Five memorable brands from my childhood

Five overhyped products/brands

• Surf • Vicco Vajradanti Ayurvedic Cream • Cadbury’s Dairy Milk Chocolate • Nirma • Gold Spot

• TATA Nano • Akash Tablet • Google + • iPhone 4 • Loreal

Five gadgets that I would like to own • Amazon Kindle Paperwhite • 3M Streaming Projector • Logitech Harmony –Universal Remote • Barne’s & Noble Nook Single Touch with GlowLight • Sony Smart Watch

Five international brands that I would like to see in India • Woolsworth • Bobbi Brown Cosmetics Range • Reese’s Chocolate Range • Nestle Ice Cream • Campina

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Five industry leaders I look up to • Steve Jobs • David Ogilvy • Jack Trout • Ratan Tata • Akio Morita

Five automobiles I would like to own • Porsche Panamera 4S • Mercedes Benz AMD • Hummer • BMW M Bike Carbon Racer • Range Rover

Five favourite ad jingles / songs for different moods • Nerolac Paint - Hummable and befits its category . • Vicco Vajradanti – Can’t forget… it’s associated with watching movies • Mango Frooti – Whenever it’s season for Mango • Hamara Bajaj – Patriotic Ad • Nescafe – Refreshing Time

Ideal 9 hours at work Five hours of work and Rest four hours Creative Fun

As told to Priyanka Mehra -priyanka.mehra@exchange4media.com

Pitch | January 2013

Sanjeev Kotnala Vice President, dainik Bhaskar

Marketing is always about telling truth and only truth Five industry leaders I look up to • oVeRall: Ratan tata – for his foresight, vision, transparency, credibility and man management • PolItICal: Modi: ambition, Purpose and marketing. Best ways to adapt and exploit opportunities • PRInt: sudhir agarwal for clarity and vision within the dynamic dainik Bhaskar group • MedIa: R gowthaman: For simplicity and insights. he has a knack of placing things in a different frame • CReatIVe: Josy Paul: how passion, ambition and single minded approach bring results

Five could be ever-green brand ambassadors • Charlie Chaplin • Marilyn Monroe

• Mahatma gandhi • amitabh Bachchan • sean Connery

Five favourite restaurants • kake da dhabha – Connaught Place, new delhi • hangla – lokhandwala, Mumbai

• 13th Floor of ebony - Rooftop, Bangalore • Preetam dhabha – dadar, Mumbai • haveli- Jallandhar • and list would be incomplete without neelkamal Chai sadar Bazar, Jabalpur

Five brands that I feel are cult brands in India • everything with ‘i’ - Pad, tab, Phone • Rolex • Rolls Royce • Facebook • Mont Blanc

Five marketing lies that I tell very often • Marketing is always about telling truth and only truth; product is what defines success

My ideal media mix there is nothing called ideal media mix. like there is no perfect ideal Cocktail. It’s ultimately decided by the consumer construct. As told to Abid Hasan -abid.hasan@exchange4media.com

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9th ANNIVERSARY SPECIAL / COLUMN

Sanjeev Kapur head, Marketing, Citibank

9 Marketing Trends for 2013 the economic climate has put pressure on marketing budgets for 2013 and the year calls for playing up some select consumer and marketing trends that are more pertinent, considering the dynamics and the current context of the Financial services category.

digital access pervasive at work, on the go and at home, consumers are rapidly moving between the physical world and the virtual world and the boundaries between them are disappearing. Brands need to be cognizant of the new consumer journey and offer connected experiences across the media channels.

Collaborate with other brands to drive consumption India Inc. growth will be driven more by consumption growth rather than increasing product penetration. Brands will essentially be required to increase the share of wallet and to drive campaigns to steer product preference. Interesting way to build scale with lower budgets is to collaborate with other leading non-compete brands for collective Joint gain. Joint marketing campaigns not only help pool resources, but also serve as a way marketing to recommend each other’s brand, raising campaigns visibility to more clients. an example of not only collaborative marketing at Citibank India is the help pool ‘oMg! sale’ campaign.

Deliver Connected Experiences but also digital consumption is increasing at a serve as rapid pace. around 120 million Indians are a way to connected online for more than 8 hours recommend each day. the online space is increasingly each other’s becoming an important medium to not only consume content but to also transact. brand, Marketers have already taken note of this raising development and digital advertising is growing visibility at more than 40% in India even though total to more spends are declining. Marketers will benefit clients if they do not look at the medium in isolation but as an extension of the real world. with

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resources,

Smarter Mobile Marketing 3 last year, the smartphones market grew to a staggering 1 billion across the world, meaning every sixth person in the world has a smartphone. India’s smartphone market is being fueled by handset manufacturers who are feverishly making affordable smartphone products at sub-$100 price points. In parallel, telecommunication companies are heavily discounting 3g data access charges today to make consumer habituated to online consumption on the mobile, opening up future revenue streams. Marketers are already working on giving a higher share of their digital budgets for mobile platforms. however, it is important to note that the ‘mobile marketing show’ move beyond just advertising to taking advantage of the unique functionality this medium offers. this platform can be leveraged in a variety of ways such as sMs marketing, M-couponing, QR Code, location-based targeting, real-time reporting and personalised one-on-one marketing enablers. the platform can be used not only for marketing but also to serve clients better. Strengthen Trust Financial services marketers need to appreciate that trust deficit is the biggest challenge faced by the financial brands today as consumers

Pitch | January 2013

in many markets still hold financial brands responsible for the recession or slowdown in their markets. Even though Indian banks have been safe, there continues to be caution that lingers in the mind of the clients and prospects about any financial brand. Our internal research has shown that trust is one of the most important drivers of brand preference.

Build creative repurpose capability Till a few years back, video, print and audio creative content was delivered through standardised media channels: television, newspapers and radio. Today, a typical piece of brand messaging is consumed through a complex variety of platforms with multiple format-related restrictions. Interestingly, a website hosting the brand content needs to appear coherently across a 40 inches Smart TV, a 12-16 inches Laptop or Tablet and on a 2-3 inches Smartphone. This means that marketing back-ends need to produce campaigns with portable content that can be edited for various requirements. Speed is also important as a Twitter channel needs content feed twice a day while television channels use the one TVC for a month. A recent example at Citi where To win the core campaign idea was re-purposed and consumer leveraged across a variety of online and offline media vehicles was the ‘Dil v/s Bill’ campaign to confidence it promote EMI privileges during the festive season. is important

for financial

Analyse to personalise brands to Information has always been the backbone demonstrate of any financial service player. In addition to expertise demographic data, banks have access to high quality data for their client bases, the transaction and thought history across products and access channels. In leadership addition to the back-end data, more and more by client or sales touch-points become digitised, generating and a very large amount of data is generated proprietary at the front-end. This presents the challenge content of developing the capabilities to store, process and leverage data to glean deep insights about that enables specific triggers for each customer to buy, consumers consume or reject a product. Great brands will to take delight customers by surprising them by the important extent of personalisation. At Citi, we launched financial a new Application on Facebook named ‘My decisions Privileges’ where the Bank makes customised recommendations for offers, such as in-dining.

Pitch | January 2013

Move from Product Marketing to Relationship Marketing Most financial services brands enter the market to gain a foothold for a specific product in a specific category. Over time, when these institutions grow into a multi-category service provider it starts using multiple, and often overlapping channels of communication to market to the same client. This is not only inefficient but also ends up leaving a poor brand impression. Relationship marketing however, works on a fundamentally different principle wherein each organisation engages with the client from a holistic point of view and not just from a product point of view. The front-end sales process is much more consultative and product agnostic, leading to the right product being marketed to the right client.

Develop Proprietary Content 8 Large segments of clients and prospects look at financial brands to advice and guide them on matters ranging from wealth management to debt consolidation. To win consumer confidence it is important for financial brands to demonstrate expertise and thought leadership by generating proprietary content that enables consumers to take important financial decisions. The advances in technology have made it easier for brands to broadcast and share proprietary content with their consumers in formats ranging from websites, social media platforms such as LinkedIn, webinars, white papers and newsletters. Simplify 9 Urban agglomeration and the increasing trend of nuclear families have made Indian consumers time starved. As a large chunk of hitherto leisure time is now spent stuck in either unproductive areas--traffic or extra responsibility of taking care of family demands--the typical Indian consumer is likely to be deficit in time and attention. In such a scenario, ease of use will increasingly emerge as a powerful differentiator for service brands. In such a scenario, it is of paramount important to have client interfaces that are simpler and more intuitive that make the bank and its processes look less intimidating. Citi’s ‘SMS to Call’ functionality, has cut down the waiting period between converting an SMS inquiry to a call back to two minutes from two days.

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Satinder Juneja Vice President, Sales and Marketing, NIIT

You are my Honey Bunny Five inspirational movies that I recommend • Chak De India • The Godfather • Life is Beautiful (La Vita e Bella) • Rocky III • Scent of a Woman

Five gadgets that I would like to own • • • • •

Bose TV Lytro Camera Leap Motion BeoPlay 8 Xbox Kinnect

Five ever-green brand ambassadors • Amitabh Bachchan • Amul Girl • Bollywood Actresses for Soaps • Vishwanathan Anand • Doctors in White Coat telling you about teeth and gums

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oVeRhYPed PRoduCts/ BRands

• Flip • Digital Alarm Clocks • Pagers • Paranthe wali gali • Various ‘designer’ brands

Five favourite ad jingles / songs for different moods • tandurusti kee raksha karta hai lifebuoy • Milay sur mera tumhara • You are my honey Bunny • humara Bajaj • har ek friend zaroori hota hai

Five industry leaders I look up to • • • • •

sunil Bharti Mittal shiv nadar steve Jobs steve Ballmer sanjeev Bikhchandani

Five brands that I feel are cult brands in India • • • • •

enfield Bullet Maruti Color Plus amul Raymonds

Nine marketing trends that I saw in 2012 • CMo is being wooed for tech sales • Youth as consumer and influencer • social is here • Marketing is just not ads • we are getting close to Measuring Marketing • Inclusivity • digital and Marketing are no longer separate • strategic Marketing emerges beyond ‘account planning’ inputs • Focus and differentiate

My ideal media mix and why • • • • •

digital high Personalisation high Measureability Mid Course Correction Choice of options - text, graphic, audio & video • laser sharp targeting

As told to Abhinav Mohapatra -abhinav@pitchonnet.com

Pitch | January 2013

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9th ANNIVERSARY SPECIAL

Sevantika Bhandari Director, Marketing, Max Bupa Health Insurance

Oft repeated: Let’s have fun at work Five international brands that I would like to see in India • IKEA • Pottery Barn • Boots • Macy’s • Harry Winstom

Five books that I recommend • Istanbul – Orhan Pamuk • Old man and the sea- Ernest Hemmingway • Catcher in the rye- JD Salingerr • Harry Potter- JK Rowling • Nero Wolf mysteries – Rex Stout

Four over-hyped products/ brands • Abhishek Bachchan • Sonakshi Sinha • Nokia Lumia • Sahara

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memorable brands from my childhood

• Thums up • Amul • Surf - Lalitaji • Raymond - The Perfect Man • Lal Dant Manjan - Masterji

Five things on my bucket list • Go to Japan • Bunjee Jumping • See the Northern Lights • Hitchhike in Europe • Learn Photography

Five inspirational movies that I recommend • • • • •

Batman Sholay Casablanca The Godfather series Star Wars

Five brands I feel are cult brands in India • • • • •

Salman Khan Rajnikant Ambassdor Car Anna Hazare Mother Teresa

Five industry leaders I look up to • Steve Jobs • K V Kamath • Mark Zuckerberg • Hillary Clinton • Warren Buffet

Two oft-repeated words/phrases in my daily vocabulary • What would your decision be if this were your own company • Let’s have fun at work

My ideal media mix There cannot be an ideal mix without knowing the product/ target audience. But increasingly digital is becoming important and in certain categories is up to 30% of the mix and is also a year round activity rather than for a specific period. Ideally still it would be 4050% TV, 10-20% digital, 20-30% print, 10-15% radio. As told to Arshiya Khullar -arshiya.khullar@pitchonnet.com

Pitch | January 2013

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9th ANNIVERSARY SPECIAL

Shailendra Katyal Director, Marketing, Lenovo India

Aamir Khan, Dhoni are over-hyped My ideal media mix and why TV- 50%, Digital- 20%, Retail/OOH- 30%. I believe this is the most effective media mix for our brand and product lines as a personal technology brand

Ideal 9 hours at work • Working on product launches and brand campaigns takes a lion’s share given my role in a technology company • I definitely like to keep a personal track on brand presence/conversations in social media and other digital platforms • Spending time on figuring out the right retail approach for Lenovo • Time with team - mostly tends to be work led meetings, I also see that as coaching time (on the job learning)

Five gadgets that I would like to own • Nike + Fuelband • Lenovo Yoga convertible • SatNav system for my car • Thinkpad X1 Carbon Ultrabook • Breitling Chronomat Blackbird

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Five international brands that I would like to see in India • Arnott’s TimTams • Becherovka • Ikea • Jagermeister • Victoria Bitter

Pitch | January 2013

MeMoRaBle BRands FRoM MY ChIldhood

• • • • •

Maggi Duckback school bags and raincoats Bournvita HMV LPs Cinthol

Five favorite ad jingles / songs for different moods • Idea honey Bunny - incredibly catchy and cheerful • utterly butterly delicious amul - captures the brand promise beautifully • limca - Ruki si zindagi se, raftaar chura lo na - captured the stuck nature of urban mid-life quite well • washing powder nirma - strong associations with cinema viewing in small town India • Cadbury’s kya swaad hai zindagi mein - celebrates life

Five over-hyped products/brands • apple (dare I say it?) • aakash tablets • Ms dhoni • Volkswagen • aamir khan

Five automobiles I would like to own • Jonga • Corvette • Microlite • Cycle (not sure of the brand Firefox ?) • triumph motorcycle

Five industry leaders I look up to • steve Jobs - for taking on an existing hegemony and rewriting the rules of the personal tech industry • warren Buffet - for his long term approach to value creation • Ratan tata - for being a thorough gentleman in the rough and tumble of India’s business environment • harsh Mariwala - for his humility and grounded nature and for backing innovation as a cultural value • k V kamath - for his transformative vision and drive to create global scale into a staid public finance institution As told to Priyanka Mehra --priyanka.mehra@exchange4media.com

Pitch | January 2013

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9th ANNIVERSARY SPECIAL

Shalini Gupta head – Brand & Communications, loop Mobile (India)

Oft repeated phrase: Must be a DODO Ideal 9 hours at work one hour of planning and scheduling the day, 2 hours of coaching and motivating team members, 2 hours of brain-storming for innovative ideas with team, 2 hours of external emails and completion of pending work, 1 hour of creative discussion with studio and one hour of discussion on way forward with Chief operating officer

Five favourite restaurants • oh! Calcutta • someplace else (kolkata) • Mainland China • Blue Frog • Mocambo (kolkata)

• ndtV • sabyasachi’s • kC das’ Rassogolla

Four serials from childhood/youth that I miss/or relate to • khandan • Yeh Jo hai Zindagi • kachhi dhoop • nancy drew sleuth series

Four characters (movie/ serials) that I would want to play or I relate to • Mariah from the sound of Music • Capt spock of star trek • Rachel from Friends • Vidya (Bagchi) Balan from kahani

Five oft-repeated words/ phrases in my daily vocabulary

Six brands that I feel are cult brands in India • tanishq • aR Rahman • satyajit Ray

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• oMg • Cool • awesome • Funtastic • Must be a dodo

Five gadgets that I would like to own • Bose soundlink • iPod touch • apple Mini i-Pad • smokeless Barbecue set • nikon slR

My ideal media mix and why digital, Radio, Print, ooh static and Mobile screens

Five international brands that I would like to see in India • oxford university • disneyland • Masserati • Japanese Police traffic Management or navigation system to safeguard women in India • the new Yorker As told to Priyanka Nair -priyanka.nair@exchange4media.com

Pitch | January 2013

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9th ANNIVERSARY SPECIAL / COLUMN

Shalini Rawla Managing Consultant, the key, Consumer diagnostics and Intelligence

The Economics Of Rape I am a simple woman. I have often been blamed for having a rather simplistic view of life. and I have always wondered why that is not a compliment. why is it necessary to view things through a complicated lens of biases and preconceived notions? age-old beliefs do dictate our current behaviour, I agree. when technology can change our cognitive behaviour, I am sure we as a collective species have experienced corresponding conative and affective behavioural changes as well. Yet, one daily comes across regressive and misogynistic statements. whether these statements are made by the President’s son or by high ranking officials of the opposition parties – the utterances make the liberal minds bristle with anger. and the parochial wax more lyrical. economic growth may have a lot to do with the existing social structures. so where is India in all this - especially if we juxtapose its economics with parallel societal changes exemplified unarguably by the delhi gang rape protests? we all know that the economy of any society usually contains three basic sectors in which people find themselves occupationally - the primary sector representing the patriarchal, agrarian society; the manufacturing sector which became the totem pole of the industrial revolution and the tertiary sector that represents the new services dependent information economy with a more egalitarian outlook. Movement across the sectors does not necessarily mean that the former way of existence has ceased. often, in fact, the former stage or stages are safe-guarded and their disappearance becomes a means of contention, as people fear they are losing their way of existence. this is what is happening in India as we are transitioning from primary to tertiary sector (both in the distribution of labour force as well as gdP). the senile leaders who made the regressive comments like “the

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It is time we redefined the role of a man in modern society. Unless the new role is given a new channeling and a simultaneous legitimacy by society, he shall continue to interpret it in an agrarian context

victim is to be blamed for the rape,” are precisely experiencing that fear. In a research done by the key, for a global client on Masculinity, a few years ago, the male respondents covered across different age cohorts were asked to mention three tasks that women can’t do as well as men and three that men can’t do. the responses were: tasks that a man can never do as well as a woman, universally echoed by all age cohorts, were cooking, child rearing and cleaning. tasks that a woman cannot do as well as a man turned out to be car or mobike racing and handling heavy equipment and machinery. all age cohorts found the third task difficult to agree on. Men’s confusion about their new roles stems from the fact that they are not being able to differentiate between the ability of a person and the role of a person. ability is biological and role is normative. In a world where a woman has taken on the traditionally normative male roles, men have no choice but to assert their eroding manliness by either emphasising on her biological limitations – as we discovered in the study (in real life it could well be rape). or the other way, is to expand their role of protector to include restricting her appearance, her work, her social circle and not surprisingly even her religious leanings – all in the name of protection. It is time we redefined the role of a man in modern society. unless the new role is given a new channeling and a simultaneous legitimacy by society, he shall continue to interpret it in an agrarian context. Imagine if his role became that of Freud’s ideal family man whose responsibility should be to make each member of the family “realize their full potential to work and to love.” so let more outrageous statements be uttered freely. ladies, do not get affronted, as this indicates an inadvertent admission of feeling marginalised.

Pitch | January 2013

Shantanu Bhanja Business head & VP, Marketing, ht Media

Wanted: A clone to attend review meetings! Five automobiles I would like to own • segway – the most amazingly liberating invention of the past hundred years • the Carrera transport folding bicycle – to pop into the back of your car • a caravan car - to just set off at anytime, one’s very own mobile holiday-home • a Vtol aircraft (vertical take-off and landing) – take off from my terrace, and climb down to my cabin from the office rooftop! • Intergalactic shuttle (for that weekend dose of fresh air!)

• the alaskan Cruise – booked for next summer • Japan – to see the Cherry Blossoms • kruger national Park & game reserve in south africa • Philippines – the yet unspoilt beauty of the Palawan archipelago

Five women/men you would like to date • • • • •

salma hayek tabu Maria sharapova kate winslet anoushka shankar

Five international brands that I would like to see in India • • • • •

Ikea amazon Jeep gourmet Burger kitchen of the uk BBC India service

Five industry leaders I look up to • • • • •

Five travel destinations I would like to visit • the amazon River Basin – a boattrip along the amazon (and Rio of course!)

Pitch | January 2013

steve Jobs Jeff Bezos warren Buffet Ratan tata Jack welch

Five gadgets that I would like to own • go Pro hero 3 Camera • Beats by dr dre headphones • the thinkpad twist that twists, bends, folds and spins! • google Project glass • a clone to attend the review meetings! As told to Abid Hasan -abid.hasan@exchange4media.com

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Sharmili Rajput Marketing Director, Oriflame India

Need two hours of ‘me’ time at work Ideal 9 hours at work Two hours of uninterrupted “me” time, small group meetings, one-on-one time for discussion with team, time with peers/ management for joint decision making

Five characters (movie/ serials) that I would want to play or I relate to • Monika – Friends • Maggie – Million Dollar Baby • Billy Eliot – Billy Eliot • Jackie Harrison – Stepmom • Gracie Hart - Miss Congeniality

Five serials from childhood/ youth that I miss/ remember/or relate to • Star Trek

• The Wonder Years • Chitrahaar • Ramayan • He-Man

Five brands that I feel are cult brands in India • Amitabh Bachchan • Sachin Tendulkar • Colgate • Parle G biscuits • Thums Up

Five gadgets that I would like to own • Mac Air • Bose Home Theatre • Garmin forerunner GPS Enabled Watch • Sennheiser Noise Cancelling Headphones • Nintendo Wii

Five oft-repeated words/ phrases in my daily vocabulary • Let’s go • Cheers • Think out of the box • Let’s pull up our socks • Très bien (very good)

Five favourite restaurants • Bukhara • Big Chill • Olive • Coriander Leaf • La Piazza

Five international brands that I would like to see in India • H&M • Ikea • Ben & Jerry’s • Vivienne Westwood • Pop Tarts As told to Priyanka Nair -priyanka.nair@exchange4media.com

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Pitch | January 2013

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Pitch | January 2013

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9th ANNIVERSARY SPECIAL

Shubhranshu Singh Marketing Director, India & South Asia, Visa

There is never any elevation without merit My ideal media mix and why There is no ‘right’ answer to this question and I earnestly believe that this is a moving target. However, there is surely something called an ‘Effective’ mix. It is, simply put, that which gets you awareness, trial, share and preference amongst your intended target audience

Five memorable brands from my childhood • Thums Up – Indeed the only option then, to ‘Taste the thunder’ • Bournvita – I was drinking milk thanks to this • Cadbury Gems – Numerous

Five gadgets that I would like to own • Victorinox Swiss knife • iPad 3 • A Telescope • PS3 • Kindle Fire

Tasveer - Hamara Bajaj • Lifebuoy – Tandroosti ki raksha karta hai Lifebuoy • Future Group – Mujhe pankh mil gaye hain • Nescafe coffee – The taste that gets you started up

Five international brands that Five automobiles I would like to own. I would like to see in India • Ben & Jerry’s ice-cream • Southwest Airlines • Kinokuniya – The Japanese Book shop chain • Harrods • And of course Johnnie Walker Black label at duty free rates !

• Porsche 911 • Canondale trail 6 bike • Harley Davidson – Fat Bob • Rolls Royce Silver Ghost 1907 • Private jet

Five overhyped products/ brands

sticky sweet delights • Lifebuoy – The carbolic soap was my introduction to hand washing • Colgate – The ‘Suraksha Chakra’ that lasted forever

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There is nothing called overhyped • Those who survive have merit. • There may be no elevation despite merit but there is never any elevation without merit

Five favourite ad jingles / songs for different moods • Amul – The Taste of India • Bajaj - Buland Bharat ki Buland

Five industry leaders I look up to • Siddharth ‘Shunu ‘ Sen • John Hegarty – BBH • Kevin Burke - Visa • Gopal Vittal – Airtel • Steve Jobs –Apple As told to Priyanka Mehra -priyanka.mehra@exchange4media.com

Pitch | January 2013

Sudip Ghose Executive Director, Marketing, Samsonite - South Asia

I would like to sleep through work! Ideal 9 hours at work I would ideally like to sleep through the 9 hours… without getting caught though! On a serious note, my ideal 9 hours at work would be 5 hours of operation work, 1 hour of lunch and about 3 hours of strategising

Five serials from childhood/ youth that I miss/remember/ or relate to • Ye Jo Hai Zindagi • Karamchand • Diff’rent Strokes • Friends • The Wonder Years

Five favourite restaurants • Mainland China • Oh! Calcuta • Peshwari at ITC • Chinese restaurant in Old Presidency • Tunda in Lucknow

Five brands that I feel are cult brands in India • Apple • Samsonite • Thums Up • Tata • Royal Enfield

Five characters (movie/ serials) that I would want to play or I relate to • Jerry Maguire • Karamchand • Satyajit Ray’s Felu da • Farhan Akhtar’s character –Aditya Shroff in Rock On • Archie

Three oft-repeated phrases in my daily vocabulary

Pitch | January 2013

• Alive & Kicking • Bull S**t ( In good times & bad times) • This is how it is

Five gadgets that I would like to own • Bose Home Theater System (The top end) • iPhone 5 • Nikon Camera SLR • Universal Remote • PlayStation

My ideal media mix and why An ideal media mix is the one where the outlay is minimum and yet the media objective is maximum

An international brand that I would like to see in India Victoria’s Secret

As told to Priyanka Nair -priyanka.nair@exchange4media.com

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Shubhodip Pal Chief Marketing Officer, Micromax Infomatics

Would like to visit Bermuda Triangle, Mars! Five travel destinations I would like to visit • Brazil • Venezuela • Cuba • Hawaii and Bermuda Triangle • and Mars if possible

Five inspirational movies that I recommend • Patton • Schindler’s List • Wall Street • Inception • Lord of the Rings Trilogy

Five marketing lies that I tell very often Micromax products are too good to lie about; we believe in great hardware while competition harps on the software, which is common to all( Android platform)

My ideal media mix and why? TV, Radio, Online, Mobile, Print: Can’t tell you why and how it’s used ... Ssshhhh... it’s my Secret!

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seRIals FRoM ChIldhood/ Youth that I MIss/ ReMeMBeR/oR Relate to

Five over-hyped products/brands • iPhone • starbucks • Multivitamins • amazon kindle • segway

• Malgudi Days • Star Trek • Wonder Years • That 70’s Show • Friends • Telematch

Five international brands that I would like to see in India • Victoria’s secret • hershey’s • woolworth • golfsmith • Burger king

Five women I would like to date • Rosie huntington • Jessica alba • deepika Padukone • Chatherine Zeta Jones • scarlett Johansson

Five industry leaders I look up to • Ratan tata • Mukesh ambani • steve Jobs • Richard Branson • nR naryana Murthy

As told to Deepa Balasubramanian -deepa@exchange4media.com

Pitch | January 2013

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9th ANNIVERSARY SPECIAL

Sudeep Narayan Director, Marketing & PR, Volvo

Idea Cellular has changed my life for the worse! Five gadgets that I would like to own • • • • •

Cutty Sark (the ship) Flying Scotsman (the locomotive engine) Mars Pathfinder Trebuchet/Catapult of the Roman times the Volvo P1800

Five favourite ad jingles or songs for different moods • Nestle (Refreshing) • Liril (Fantasyland)

Five overhyped products/brands • Fairness skin products • Cola • Idea Cellular (Yes it has changed my life for the worse) • Karan Johar Productions • Jimmy Choo

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Pitch | January 2013

InteRnatIonal BRands that I would lIke to see In IndIa

• The North Face • Jack Woﬂ skin • Ikea • Hasselblad • Jeep (Eagerly awaiting the introduction in India)

• hot shot Camera (Fun with ease) • titan (legendary) • airtel (Relevance)

Five serials from childhood/ youth that I miss/ remember/or relate to

Five industry leaders I look up to

• uFo • starship • target • the world this week • Vikram aur Betaal

• nils Bohlin of Volvo for inventing the 3-point safety belt that has saved millions of lives • Jn tata for being India’s first Industrial visionary to set up a steel plant in early 1900s • Jhansi ki Rani for leading by example on the battlefield • leonardo da Vinci for inventing helicopters; scissors among many through canvas • henry Ford for his insightful leadership in inventing the assembly-line

Five characters that I would want to play or I relate to • george Clooney in oceans 11/13 • Jerry from the tom & Jerry cartoon • Matt damon in Bourne Identity • Bruce willis in die hard 2 • tom Cruise in top gun

My ideal media mix and why I do not believe in allocating budget for various media in a marketing activity planning and hence I work on a dynamic mix and not a pre-set mix. Pre-requisites for my ideal media mix is: Flexibility, Pro-activeness, Relevance, Ingenuity, Creativity As told to Abhinav Mohapatra -abhinav@pitchonnet.com

Pitch | January 2013

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9th ANNIVERSARY SPECIAL

Sumeet Singh senior VP, Marketing and alliances, naukri.com

Big lie: A good product will sell on its own Four brands that I feel are cult brands in India

My ideal media mix Print +tV+ online

• sprite • MtV Roadies • apple - Mac • harley davidson

Five ever-green brand ambassadors • sachin tendulkar • amitabh Bachchan • shah Rukh khan • tom Cruise • Cindy Crawford

Five memorable brands from my childhood • Rasna • tobo Cycles • Cadbury • nirma • Bajaj Bulbs

• Victoria’s secret • hershey’s • Ikea

Three overhyped products/brands • louis Vuitton • omega • Jimmy Choo

Five industry leaders I look up to • steve Jobs • nR narayana Murthy • warren Buffet • Richard Branson • sanjeev Bikhchandani

Five international brands that I would like to see in India • Baby gap • Macy’s

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Three marketing lies that I tell very often • More visibility (advertising) will mean more customers • More customers will mean more profit • a good product will sell on its own

Ideal 9 hours at work the day begins with a look at various metrics which are indicators of how the previous day was in terms of traffic, visitors, revenue for certain businesses alongside a hot cup of tea. Meetings through the day with agencies, external vendors, sales and product teams. trying to accomplish things on my ‘to do’ list which I prepare the previous night. Chats and reviews with my team and then casual conversation over lunch. Checking my e-mails , ‘to do’ list and calendar before I call it a day at office. As told to Saloni Surti - saloni.surti@exchange4media.com

Pitch | January 2013

Tanmay Chattopadhyay general Manager, Marketing, linc Pens

Would like to see Carrefour in India My ideal media mix and why an ideal marketing mix today is the optimum mix of physical and digital channels with on ground & retail activation depending on the brand focus and its target consumers.

Five memorable brands from my childhood • Bajaj • amul • Cadbury • Peter england • Penguin

Five ever-green brand ambassadors • shah Rukh khan • amitabh Bachchan • hema Malini • sunil gavaskar • sachin tendulkar

Five industry leaders I look up to • steve Jobs • walt disney • Ratan tata • dhirubhai ambani • Rajiv Bajaj

Pitch | January 2013

Four international brands that I would like to see in India • starbucks • Carrefour • lotus • hummer

Five brands that I feel are cult brands in India • Maggi • Fevicol • Maruti • hero • amul

Ideal 9 hours at work My ideal nine hours would start with a team meeting followed by competition analysis, product planning (nBd) and end with brand and communication development As told to Saloni Surti - saloni.surti@exchange4media.com

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9th ANNIVERSARY SPECIAL

V D Wadhwa Managing director & Ceo, timex group India

Oft repeated: Operation is successful but patient is dead Five automobiles I would like to own

Five brands that I feel are cult brands in India

• hummer • Porsche • ducati • audi R8 • Ferrari

• Burberry • Chanel • dior • armani • Versace

Five serials from childhood/youth that I miss/or relate to • Chitrahaar • Friends • Fauji • Baywatch • Buniyaad

Five oft-repeated words/ phrases in my daily vocabulary

Five international brands that I would like to see in India • gaP • h&M • Patek Philippe • Boeing • Prada

Five memorable brands from my childhood • Bata • nestle • Colgate • levers (hll) • Impala cars

• let’s do it • operation is successful but patient is dead • how • we cannot win without each other • Plan well, execute swiftly

Ideal 9 hours at work First two hours for clearing mails and assigning tasks, five hours for meeting internal/external people and remaining two hours for follow ups on previously agreed tasks.

Two books that I recommend • good to great by Jim Collins • the world Is Flat by thomas l. Friedman As told to Sai Prasanna -sai.prasanna@exchange4media.com

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Pitch | January 2013

Veetika Deoras head, Brand Marketing and Corporate Communication, tata Capital

Fido Dido was “utterly charming” Five memorable brands from my childhood • 7up (the Fido-dido character was utterly charming!) • amul • nintendo • Maruti • Casio

Five gadgets that I would like to own • Constellation • wi-fi enabled photo frame which streams FB photos • new sony Ps • B&o home theatre • Patek Philippe

Five international brands that I would like to see in India • Ikea • Van Cleef & arpels

• Ritz Carlton • disneyland • guy savoy

Five industry leaders I look up to • • • • •

Ratan tata howard schultz dr. Verghese kurien Bill gates Mark Zuckerberg

Five automobiles I would like to own • • • • •

audi tt Rs Mercedes sls BMw Z4 leopard 44 Marino 52

Five favourite ad jingles / songs for different moods

• • • •

everything I do (Bryan adams) the gambler (kenny Rogers) send Me an angel (scorpions) the way You Make Me Feel (Michael Jackson) • Imagine (John lennon)

My ideal media mix and why the Ideal Mix would vary depending upon the ‘message’ and the ‘target audience’. however I do believe tV being an audio-visual medium, provides a great platform to express an idea holistically, and provides cost-effective national reach. social Media too is a media that deserves special attention as it allows brands to connect with their target audience in a more warm and personal manner.

Ideal 9 hours at work two hours of ideating (reading, surfing, meeting great people…), two hours of team brainstorming, three hours of meetings/email and two hours of review. As told to Priyanka Mehra -priyanka.mehra@exchange4media.com

Pitch | January 2013

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9th ANNIVERSARY SPECIAL

Venugopal Iyengar CMO, Head of Content, Sun Direct

Mid-market brands become premium here Five ever-green brand ambassadors • Amitabh Bachhan (when he is used well) • Steve Jobs – I guess he will always be the spirit of Apple • Cindy Crawford – She has managed to be relevant and add dimensions long after her shelf life • Ratan Tata – Stands for values that will never go out of fashion • NR Narayana Murthy – I don’t know about evergreen but the entrepreneurial spirit of this man is going to be admired for a long time

Five inspirational movies that I recommend • Shawshank Redemption – uplifting perspective on handling adversity • Inception – truly blew my mind with the level of it’s complexity and how beautifully that was conveyed • Lagaan – earthy, sincere and audacious • Omkara – integrity of storytelling, superb recreation of the tough country it showed • Cars – actually a lot of Pixar movies are an inspiration in how to make simplicity and innocence into a well-finished, good-looking and soulful story

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Pitch | January 2013

memorable brands from my childhood

• Zandu balm • Pan Parag • BSA (SLR) • Thums Up • Dabur ka Lal Dant Manjan

Five travel destinations I would like to visit

International brands that I would like to see in India

• Ladakh once again. I don’t think I did justice the first time around • Paris on a more relaxed trip where I don’t do anything else but cycle about the city • Palau Islands – have only seen it on TV but fascinated. Its another world. • Cairo • Almost every place that Bear Grylls (Man Vs Wild) goes to but only with him. I wont survive alone.

There are very few international brands that at least I have trouble finding in our country. Even specialized brands like Asics (Running Shoes), Cannondale (Bicycles), Naim (Audio electronics) or Garmin Watches. What I would like to see is these brands being offered at the same value proposition as they are globally. Like a Cannondale bike shouldn’t cost 2.5 times the price you can get it at. A lot of mid-

Five gadgets that I would like to own • The Marantz SR7005 - A wi-fi enabled AV receiver to upgrade to, my current one is terribly dated and can’t stream audio files. • The Slingbox – It steams your TV from home onto your mobile device or desktop wherever you are • Garmin Forerunner – a running watch • The Lenovo A600 all-in-one desktop for my kids, if my wife lets me • A really expensive tube amplifier… someday

Pitch | January 2013

market brands become premium in India. The second thing is the sales experience. If we can also bring the buyer-friendly store experience and the staff training that you see in specialized products globally, then we have really brought the global brand here in the true sense.

Five overhyped products/brands • Apple – It’s a great product but the fan boys make me want to throw up • Almost every Telebrand (teleshopping) product

• Salman Khan – Going by all his movies and most of Akshay Kumar’s

Six favourite ad jingles / songs for different moods • Fabric – by Midival Punditz – A great song to begin your run with • Kaminey – the title track by Vishal Bharadwaj – Always brings my wife to mind • Give it Away - Zero 7 – fantastic for introspecting over a long drive • Heatseeker – AC/ DC – At a workout or when you are doing anything real fast • Tupelo – John Lee Hooker – Superb late night blues with close friends • Yeke Yeke – Mory Kante – The only time I ever dance is when I play this with my kids

Five industry leaders I look up to • • • • •

NR Narayana Murthy Ratan Tata B. S. Nagesh of Shoppers’ Stop Walt Disney Barrack Obama

Two auto brands I would like to own • The Trek CrossRip bicycle • The Aston Martin Volante DBS

As told to Synjini Nandi -synjini.nandi@exchange4media.com

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9th ANNIVERSARY SPECIAL

Vikas Mittal Managing Director, Mars India International (Chocolate Business)

Would like to see Jean Paul Gaultier in India Three international brands that I would like to see in India • M&M’s • Jean Paul Gaultier • BALLY

My ideal media mix and why • Newspapers - credibility • TV - World news • YouTube - choice • Linkedin - connect

Five serials from childhood/ youth that I miss/ remember/or relate to • Ramayan • Mahabharat • Star Trek • Karamchand • Humlog

Five characters (movie/ serials) that I would want to play or I relate to • Capt. James T Kirk (Star Trek) • Karamchand • Sherlock Holmes • Ethan Hunt (Mission Impossible) • Neo (Matrix series)

Three gadgets that I would like to own • Bose Home Theatre • Cannon Mark5 D • Rolex GMT II

Four oft-repeated words/ phrases in my daily vocab • Five Principles • Choices & consequences • Team & Collaboration • Strategy & Execution

Five favourite restaurants • Spice Route at Imperial in Delhi • Mahesh Lunch Home in Mumbai • Ebony in Bangalore • N Grill in Hyderabad • Jhandu Halwai in Ludhiana

Five brands that I feel are cult brands in India • Thums Up • Amul • Bullet • Fabindia • Hidesign

Ideal 9 hours at work • Meeting my associates in markets/ factory and connecting with them As told to Priyanka Nair -priyanka.nair@exchange4media.com

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Pitch | January 2013

What's in store for the Media Advertising Business in 2013? Hear it from the experts

Sam Balsara

Chairman & MD, Madison World

Keynote Speaker Anand Kripalu Managing Director â&#x20AC;&#x201C; India, Cadbury India

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Anil Jayaraj

Ashok Venkatramani

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CMO, Pidilite Industries

Chief Executive Officer, MCCS (India)

Raj Nayak CEO, Colors

Shalini Degan

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Gautam Kiyawat CEO, Madison Media

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*in alphabetical order

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Amit Syngle

9th ANNIVERSARY SPECIAL

Vinay Piparsania Executive Director, Marketing, Sales and Service, Ford India

Tandarusti ki raksha karta hai...? My ideal media mix and why Continue to see the need to over index on print. At the same time, prefer to continue increasing mix of digital media, as it allows for interesting creativity and smart interactive opportunities

Memorable brands from my childhood There is a brown beverage that I think every mother insists their kids must have with their milk while growing up! I was no different. My girls seem to like it too! Where ever we are in the world, whenever someone is coming from India, he or she would be requested to get at least a packet along! Similarly, a unique Indian cheese brand. There must always be a tin or two or some cubes in the kitchen. We have some anxious moments when we run low. (Bournvita, we suppose; and Amul may be... Right?)

Five international brands that I would like to see in India Do think we can see them all in the country now. Or at least the ones Iâ&#x20AC;&#x2122;m interested in

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gadgets that I would lIke to own

Would love a personal music player that could be used underwater while swimming laps

Overhyped products/brands Quite a few in my view, but then I enjoy observing how they create the hype and excitement around themselves. It’s great to see how these brands manage to remain relevant, or keep trying so hard to do so

One auto brand I would like to own Ford Mustang V8

Favourite ad jingles / songs for different moods I’m sure you would have heard the one about a certain soap brand which claimed (and it sounds its best in its original hindi version played on the radio!) to “protect health and be around wherever there was health “. I don’t know why, but whenever I’m pushing myself at a workout, the jingle comes to mind. It’s been that way for many years now! It was great fun to use the jingle tune in many a college skit. do think I’m revealing my age here… (we guessed it again: lifebuoy)

Ideal 9 hours at work Morning coffee catching up with the team, quick responses to overnight emails, calls with dealers and team members around the country on how it’s going, what’s working and what’s not, short and punchy internal review meetings, working lunch over audio calls/reviews, brainstorming with the team and agencies on next action plans, celebrating with the team and agencies on a great job done.

Industry leader I look up to alan Mulally, Ceo and President of Ford Motor Company

Pitch | January 2013

As told to Priyanka Mehra -priyanka.mehra@exchange4media.com

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Vinod Kumar Vice President, Marketing, Ceat

No cult brands in India! My ideal media mix and why tV still rules, hence major part of mix will be tV; digital takes the next spot, followed by print, outdoor & other media. Based on the consumer segment you are targeting, direct association through relevant properties will also play a key role.

Brands that I feel are cult brands in India none

Five memorable brands from my childhood • Boost • Cadbury • thums up • Frooti • 5 star

International brands that I would like to see in India

Three ever-green brand ambassadors

• Most big one’s are here

• amul girl • amitabh Bachchan • Michelin Bibendum

Marketing lies that I tell very often that’s a secret !

Five industry leaders I look up to • Ratan tata • Richard Branson • Mohd. Yunus • Jack welch • nR narayana Murthy

Ideal 9 hours at work scouting for ideas & discussing with team & others, reviews, spending time with fresh recruits, market visit to meet consumers & dealers.

Overhyped products/ brands • iPhone • starbucks

As told to Priyanka Mehra -priyanka.mehra@exchange4media.com

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Pitch | January 2013

Vivek Malhotra Vice President, Marketing, Strategic Planning and research, TV Today

We’ve got to be different Five industry leaders I look up to

Seven oft-repeated words/ phrases in my daily vocab

• MK Anand • B Saikumar • Ashish Bagga • Joy Chakraborty • Peter Grauer (Bloomberg)

• Need Closures • ASAP • Win Win • We’ve got to be different • Gives and Gets • Leadership premium • Cheers!

Five favourite restaurants • Toto’s Mumbai • Bukhara Delhi • Leopold Café Mumbai • Cafe Fontana • Lodi - The Garden restaurant

Six auto brands I would like to own • Segway Upright Scooter • Hummer • Lambretta • BSL • Jeep • Maserati

Pitch | January 2013

Five international brands that I would like to see in India

Five gadgets that I would like to own • Bose Headphones • Google Nexus 7 Tablet • Blaupunkt Travel Pilot Car GPS system • Mac Book Pro • Parrot Drone Quadricopter

• Movado • Planet Hollywood • Abercrombie • Burger King • Hummer

My ideal media mix and why • Outdoor (50%) – Most challenging to create – Nothing can beat in frequency • TVC (50%) – Beauty is in the details – Nothing can beat in Reach As told to Abid Hasan -abid.hasan@exchange4media.com

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9th ANNIVERSARY SPECIAL

Yateesh Srivastava CMO & Head, Talent, Aegon Religare Life Insurance

Jab main chhota bachcha tha My ideal media mix and why TV, Digital, Radio and OOH. Great reach and scope for spreading the message as well as opportunities for innovation. In my opinion the ideal media mix is the one that works for you.

Five international brands that I would like to see in India • Gap • Brooks Brothers • Godiva • Burger King • True Religion

Five memorable brands from my childhood • Bournvita • Vicco • Cinkara • Pond’s Dreamflower • Vick’s - Entrenched imagery

Four gadgets that I would like to own • Amazon Kindle Fire • iCade Arcade Cabinet • ROKU • A universal remote control that really works! I’m a total gadget freak

Five industry leaders I look up to • Piyush Pande • Balki • David Droga • Jean-Marie Dru • Martin Sorrell

Five auto brands I would like to own Five overhyped products/brands • Caviar • Iridium • Rado • Karl Lagerfeld • Hakkasan

Five favourite ad jingles / songs for different moods • Jab mein chota baccha tha (Bajaj) • Nirma Nirma washing powder Nirma • Kuch Khas Hai (Cadbury Dairy Milk) • Hum Mein Hai Hero

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• The inimitable apni Tobu cyclein - memorable with a great brand hook. Long lasting mood lifters

• Porche 911 • Harley Davidson Fat Boy • Kawasaki Ninja • Trek Bicycle • Lambretta Scooter • Not to mention a Tobu Cycle

Ideal 9 hours at work 9 is too many to be ideal. More seriously any day in which I can learn something, earn money and have fun doing it seems like a really good day. All three have to happen

As told to Priyanka Mehra -priyanka.mehra@exchange4media.com

Pitch | January 2013

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Pitch January 2013

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9th ANNIVERSARY SPECIAL / COLUMN

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

@anuragbatrayo

www.facebook.com/anuragbatrayo

Marketing Unplugged As Pitch celebrates its 9th Anniversary- nine years of providing a thorough analysis of all the happenings in the marketing domain - we decided to detour from the regular marketing driven content and dedicate this issue to the people behind it all. Who really is the Chief Marketing Officer, sans the tag? What are his aspirations, likes and aversions? This is also a time to introspect on the role of a Besides CMO in an ambience where marketing plans are becoming closely tied to business operations, displaying where new media has transformed the traditional marketing approach to marketing and ways of creating an genius, a effective dialogue with consumers. CMO also While many have signaled that CMOs will soon needs to face extinction, I believe that marketers at the display helm of affairs will need to evolve and broaden their role to stay afloat. With the short shelf-life strong that they have, CMOs will need to unlearn and business relearn many established practices and trends acumen as and perhaps the CMO brand too, will need to marketing redefine itself. Marketing is all about cross pollination of ideas expands its role over and marketers cannot operate in a silo. At a time of integrated brand marketing, marketers can sales. draw learnings from other domains and people If this is from different walks of life- authors, actors, the case, politicians, entertainers. then While a CMO is responsible for enhancing shouldn’t the brands’ visibility outside the company, his CEOs be role within the enterprise has also undergone a marked change over the years; ballooning into a assuming diversified strategic and operations function. the role In 2011, Forrester Research and Heidrick & of a CMO Struggles partnered to survey nearly 200 CMOs too? globally about their role as the leader of the marketing organisation. Eighty per cent of the

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respondents agreed that they want to improve their capability as business and strategy leaders. To quote the findings of the report, “For CMOs, the ability to speak on behalf of the customer is as important as building strong relationships with executive team peers with whom they need to engage. Despite recognition that they need to improve their technical acumen, CMOs do not focus on relationships with their technology peers (chief information officer [CIO] or chief technology officer [CTO]) as much as they should.” “The key finding in this 2011 survey of CMOs is that the overall maturity of the CMO within large organizations has clearly improved,“ says John Abele, Global Managing Partner of Heidrick & Struggles’ Marketing, and Sales & Strategy Officers Practice in the report. Credibility still needs to be built, but senior management need CMOs to focus on the ‘O’ more than the ‘M’ of their job and put more emphasis on strategy and management while overseeing functional marketing efforts. Clearly, besides displaying marketing genius, a CMO also needs to display strong business acumen as marketing expands its role over sales. If this is the case, then shouldn’t CEOs be assuming the role of a CMO too? Most CEOs across industries have delegated the entire gamut of marketing activities- right from day to day marketing to strategies and finer nuances to the CMOs. But isn’t there an overlap of functions and shouldn’t a CEO be part of marketing management? In this intertwining of roles, are there any CEOs who would like to assume the role of a CMO? Marketing is reserved for the CMOs but how many CEOs aspire to become a CMO? Business is marketing as we learned 20 years ago.

Pitch | January 2013

marketcreators.in

Pitch | January 2013

Pitch | January 2013 rni regn.no.:deleng/03/11/11487