The Marksman - November 2015 by The Marksman

The

MARKSMAN

K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH

VOL. VI | ISSUE VI | Nov’ 15

EDITOR’S NOTE Hola Readers,

It‟s the time of the month again, when the marksman hits your inboxes. Every month we set out to produce something to chaste everything you need to know about marketing and this month follows the convention and we with gratitude thank you for looking forward to our efforts. Cover Story for the month takes you through how telemarketing uses direct one on one approach to reach the decision makers and how it deliver‟s sales but it is also flexible enough to help with data gathering. Read the Marketing Faux Pas to know how Starbucks winter shenanigans ended up giving them cold feet. Brand Markive takes you through the Timberland Shoe Company‟s strategy of selling the outdoor experience. The dove urges you to love yourself in the latest print ad feature in Aditude and much more.

We would also like to congratulate this month‟s CFA winners, Purbasha Patnaik from XIMB and Vaibhav Singh from SIBM-Pune. The articles of the winners are featured in this month‟s marksman issue. We thank each and everyone for participating in such huge numbers. Our readers are our strength and we love writing for you. Your feedback helps us make us improve the magazine. Happy Reading ! Stay connected with us on http://www.interfacesimsr.com/the-marksman.html Follow our Facebook page for more updates.

NOVEMBER 2015

Contents

Tweets

Itâ&#x20AC;&#x2122;s All About Ad-itude

Brand Markive

Cover Story: Tele Marketing

Special Story

Marketing Faux Pas

Hall-mark Campaign

Pioneer

Bookworm

Kickstart

Featured Article

Square Head

Buzz

THE MARKSMAN

TWEETS Fastrack Says #DontFakeWithMe The digital and activation-led campaign is part of the brand's crusade against counterfeit products.

Fastrack, urban youth brand, has launched a new campaign to raise awareness about the fake and duplicate, first copy products which are being sold in the market under the purview of being original. The campaign is titled #DontFakeWithMe. The message is for those who use fake products: focus on Fastrack bags instead. The campaign is conducted both on digital media platform and also on ground. The on ground campaign was first conducted in Bengaluru on 6th November. For the campaign the brand set up â&#x20AC;&#x153;Destruction Roomsâ&#x20AC;? where the customers were asked to destroy the fake products with the help of weapons provided in those rooms. The digital leg includes five short ad films (see screengrabs) and a microsite. Social media platforms that are being leveraged for this campaign include Twitter (@fastrack), Instagram (@fastrackworld) and Facebook. This campaign is being conducted by the brand to deal with the serious issue of fake products.

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TWEETS Vistara Celebrates #HamariPehliDiwali

Nestle sells Maggi on Snapdeal #SnapdealWelcomesMAGGI

This online campaign is held across digital media platforms like Twitter, Facebook and YouTube. Airline brand Vistara launched its first ever campaign during the auspicious days of diwali. The brand, which is a joint venture between Tata Sons and Singapore Airlines (SIA), created three films for the same. The films are titled 'Shaadi-wali Pehli Diwali', 'Entrepreneur-wali Pehli Diwali' and 'Dadima ke pote-wali Pehli Diwali'.The campaign asks the netizens to share their own 'Pehli Diwali' stories online, using the hashtag #HamariPehliDiwali. Winners of the campaign will be given free round trip flight tickets to the place of their choice. The idea is to unite people with their loved ones which is the motto of the brand â&#x20AC;&#x153;uniting you with your loved onesâ&#x20AC;?. In keeping with the spirit of Diwali, team Vistara has created special firecracker and diya-shaped hand baggage tags for all passengers

Nestle India has given the much-awaited Diwali gift to its loyal customers this year. After a seemingly long and unending wait over its infamous ban, the instant noodles brand came back with a bang and boom keeping in with the diwali spirits in the country. "Your favourite MAGGI noodles are back" is how the brand announced its comeback through digital media platform. The e commerce brand Sanpdeal is helping Nestle sell Maggie on their site and app. Also it has uploaded various images showing the approvals Maggie has received about it being the safe.

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ITâ&#x20AC;&#x2122;S ALL ABOUT AD-ITUDE Print Ad: Love Your Curls CLIENT:Dove AGENCY: Ogilvy Paris

Dove as a beauty product brand always emphasised on appreciating the natural beauty of women. In the recent international print ad, Dove discusses how all the social networking apps are flooded with variety of emojis to allow expression to the conversation but all of them feature women with straight locks. In the endeavour to appreciate the uniqueness of hair and women, Dove, along with the print launched emoji set for apps depicting women with curled hair. The app is available to be downloaded free of cost from the play store for android and I0S phones. The emoji pack can be integrated to your social networking apps and is ready to fire away personalized emoji. In the era of cellular application evolution, this unique attempt by both the brand and the agency is said to bring a new dimension in product advertising.

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ITâ&#x20AC;&#x2122;S ALL ABOUT AD-ITUDE

TELEVISION AD : Letâ&#x20AC;&#x2122;s UnbeepIt ! CLIENT: Postpickle.com AGENCY: Ogilvy&Mather On the eve of Rakshabandhan ,when, from budding e-commerce sites to retail big guns were busy planning strategies to encash the spending capabilities of woman by luring them to range of products, schemes and offers, Postpickle.com came and did something totally out of the box. In the advert, conceptualized by the adverting ace Ogilvy&Mather, a woman is shown talking on Skype with her brother where she thanks him for all the gifts she has received over the years. The twist in the tale comes when she says that this year she wants a promise that he would stop abusing in the name of women, mother and sister. She urges respect for all the sisters and not just your own. The campaign video has got 55,000 views on YouTube in just three days. On Facebook, the views reached around 40,000. Along with television ad, the site also has an array of digital posters built around the same theme #ForASister. These show cuss words being used in a bar fight by men in altercations or as friendly banter.

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BRAND MARKive The Timberland Shoe Company Selling the “Outdoor Experience”

The Timberland Shoe Company personifies the fact that innovation is the biggest success weapon indeed. Primarily known for their flagship product which is the 6” pair of yellow 8-hole waterproof padded leather boots, Timberland through the years has been very successful in getting traction from the masses as well as the classes. From hipsters to workmen, rappers to pop royalty; Timberland has been able to delve an array of customer segments which has transformed Timberland from a mere footwear company to a huge lifestyle brand. Timberland promotes its brand through integrated product offering, based on: 'Don't Wear It. Use It', that encourages consumers to utilise the hi-tech products to their full. Advertising is centralised through Timberland's US Head Office, and subsidiaries and distributors worldwide to ensure that it reaches each individual market's target consumer.

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While the Retail store has segregated the apparels, the online store focuses on selling “the look”. After the takeover by VF Corp in 2011, Timberland has focused on a different kind of marketing campaign. In particular, a uniform approach, not the many-headed hydra of a strategy that had been in place for years. Ads across the globe are largely consistent; the same window displays, the same billboards. One prominent ad featured a shaggy-haired guy leaning on a sundrenched iron fence in a park. He‟s sporting a blazer, untucked plaid shirt and black boots. While initially the focus was on unambiguous functional features that relate to particular outdoor activities, the brand now is an amalgamation of the best of classic Timberland and a younger, more contemporary panache. They‟re captivating the style and lifestyle of an outdoor lover in a different manner. They‟ve extended it to more than just specific outdoor activities such as hiking but have adopted to a consumer who‟s outdoorsy but in a more casual way. The „outdoor lifestyler‟, in other words, is a city dweller who goes for a casual afternoon hike or someone who leaves her house in the morning

BRAND MARKive

not knowing if sheâ&#x20AC;&#x;s going to spend her afternoon at the park or at the movies. Itâ&#x20AC;&#x;s someone who wants versatile clothes that blend in rather than stand out and Timberland is able to tap this need. A new campaign, "Best Then Better Now," seeks to capitalize on the brand's heritage while moving in a more contemporary. direction and the company has moved to a more streamlined global structure, setting the tone for a more cohesive marketing approach. Besides this, Timberland has been a pioneer when it comes to being a socially responsible organisation. Timberland also understands that a significant section of its customer base consist of urban population with a lot of disposable income but also a sense of social responsibility. This is a generation that wants a platform to make smart choices and purchases, while associating with brands that have a conscience and are doing well. Timberlandâ&#x20AC;&#x;s principle policies make sure that the production of their products results in the least amount of damage to the environment and they are perpetual contributors in CSR activities.

THE MARKSMAN

COVER STORY Telemarketing

Telemarketing is a method of direct marketing wherein a salesperson calls his target audience and tries to sell products or services over the phone or set up meetings and appointments for further discussion on his offerings. Telemarketing outperforms all other forms of marketing today and is the most powerful and cost effective tool available. The minute your phone call is answered you have a captive audience. It is thus a very important tool that provides endless opportunities to increase and better ones business. It includes setting an appointment, taking surveys, generating leads, market research, fund raising, phone sales etc. to name a few. The world is your market just a phone call away

Telemarketing provides one with immediate feedback and valuable information that can be quickly analyzed. Telemarketing provides the highest flexibility of all. By simply modifying telescripts the marketing plan and target audience can be changed. . It also allows for a quick action in case of failure and does not incur high redesigning costs. Today telemarketing is the most interactive medium available.

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It allows one to understand target customer, to address concerns and to overcome the prospects objection. It is the only form of marketing which gets immediate response. The two major aspects in telemarketing are business to business and business to customer. Business to Business telemarketing: - This is the most important form of telemarketing that every business should consider. Today social media marketing is more popular than telemarketing but in terms of quality telemarketing results are far better. Today a popular notion about telemarketing is that it seems to be annoying. But business to business marketing is not that annoying as business to consumer marketing. This is because people do seek better deals, more profits and more information. A manager expects to receive calls for better offerings and in a way it also makes his work easier. In todayâ&#x20AC;&#x;s scenario where an SMS and email fail to seek the required attention a conversation on phone followed by an email seems to do the job quite well. It also provides a guarantee that information has been conveyed properly to the prospect.

COVER STORY

The call conversion rate depends on various factors and can be increased with improved telemarketing plan. Studies suggest that today 70% of the dealings that have occurred involve human interaction in the form of a telephonic conversation or a visit by sales executives. Interestingly a proper telephonic conversation provides both these opportunities. One can set up an appointment for further discussion or simply strike a deal through conversation. Telemarketing saves travelling time, helps to easily reach potential customers and reduces costs. Studies show that the best time to call for businesses is Wednesdays and Thursdays large promise,rates is theand the between“Promise, 4-6pm. The conversion sol of an advertisement. reception rates have been found “to be the Samuel Johnson. highest during - these days. The rates can be further improved by preparing a proper telemarketing plan and customized offerings. Business to Consumer marketing: - Here comes the annoying category of telemarketing, the business to consumer telemarketing category. But have you thought closely as to why telemarketing annoys you. The answer to this is simple. You are not the potential audience for that call or you simply do not want the service or product being offered. Segmenting properly and targeting the potential audience is necessary. Telemarketing companies today use your browsing data through cookies and call the particular consumer regarding the same and offer their best deal. Take the example of Just Dial. You call with a query and immediately receive calls from agencies answering your query and providing their products or services.

Who would reject such a call? It makes the consumers work easy. With proper targeting, telemarketing does increase sales. Today, a variety of telemarketing firms are available which provide customized service and help a business to increase its sale. As a business one should definitely exploit this area to increase its sales and customer base. Now How to deal with the “I am not interested” thing? It requires one to carefully structure a call from the very beginning. A statement like “Listen I know you are pretty busy so let me keep this brief” or “Hey I hear a lot going on at your end so let me keep this brief” will make the caller feel guilty of rejecting your call because you are showing them respect in the very first place. Studies suggest that people make decision of rejection in less than 3 seconds by hearing the caller‟s voice, the confidence and the pace of the call. Telecallers need to be confident, upbeat and strong to take rejection. An important basic to remember is “It‟s the company that‟s calling. It‟s the company that people are rejecting or being harsh upon and not the caller himself.”. It should be clear that actual conversation and conversation on a call are two different things. The impact of words is different. Words which sound great in a face to face conversation may

THE MARKSMAN

COVER STORY

not necessarily create the same impact in a telephonic conversation. So choose your words carefully. How to start over is important. An introduction followed by why you are calling in the first place is important. It answers the very basic question of “Who‟s on the phone?” Telecallers need to follow some basic steps in order to be effective.These are:Be knowledgeable: - The first and the foremost task is to have an in-depth knowledge of what you are selling. They should be able to answer all the queries and doubts that the customers ask. It‟s not just about convincing. Once the customer has been convinced the further process has to be briefed, e-mails have to be sent and follow up needs to be set up. Maintaining a positive attitude: - It is not that a good telemarketer won‟t be rejected ever. It is never known whether the customer at the other end is free or busy and might not be expecting a call. Rejection should never be taken personally. Try not to sound rehearsed: - Most telemarketing calls happen to be like a voice playing from one end.Whether the message is being conveyed should be the prime focus. Resilience: - Telemarketing requires a huge sample. Opportunities never generate immediately.The conversion rate is low. So one needs to be patient and resilient. Request for time: - A common answer from the consumer these days is “I am busy.” Instead of asking what time to call back one needs to set the time himself. A counter reply of “How about I call you back in an hour?” instead of “When do I call back?” seems to work more. Choose words carefully: - Words need to be chosen carefully. It‟s an art to converse. Respect the other side: - No matter what always respect the opinion and decision of the other side. Even though the call is not converted do not lose temper or change your voice. Who knows the customer may return in the future. Get a response: - Getting a response from the other end is of prime importance. It helps the caller to know whether the consumer would take the deal or not. It also helps to save time as feedback provides the caller to make a decision whether to end the call politely or go on to convince the customer. The telemarketing category thus holds of great promise to businesses. Its applications cover most of the aspects of marketing. From surveys to sales telemarketing has it all. The outsourcing of telemarketing is very common among businesses these days. Today firms outsource their telemarketing work to countries across the globe. It has given rise to numerous call centers, India being a hot destination for the same. As a businessman one might consider this field in terms of offering customized teleservices to firms helping them to boost their sales.A global market with ample of opportunities is available.

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Special Story Insta-Celebrities and Marketing-Gram ------The new marketing battleground Since Facebook succumbed to the hungry marketers trying to push their products through posts, likes and shares, brands have been looking for new ways to capture the attention of customers online. After roping in Twitter, Pinterest and even Yahoo Questions, the new trend in the line is using popular faces to create buzz amongst target audience. And nothing does it better than Instagram! If you have over 3000 followers on Instagram and people follow your posts, you might be able to make huge money out of it. The marketers have realized that the best way to grab eyeballs is to project the message from someone they adore. For example, if you follow a fashion model on Instagram and he/she posts about how comfortable and fashionable a clothing range is, you are sure to check it once. And if 1 out of 10 people who see the post purchase it, the work of a marketer is done! Instagram, following the paths of Facebook and twitter, introduced official handles for companies where in they could display and promote their offerings. But not many people scrolled through their channels it seemed, and that is when the Mad Men came up with the idea of infiltrating all there is on the social networking platform to make sure their target audience knows about their products.And what better way than profiles

of celebrities who have managed to get thousands of followers already? It all started with international and national celebrities using Instagram to promote the brands/products they endorse. All they had to do was post a picture of theirs wearing the clothes or footwear of the label, and for this they were paid extra money. Slowly the trend started catching up, and all big and small celebrities started looking for ways to increase their Instagram followers in order to grab these Insta-promotion offers from companies.

Top brands like Nike and Adidas were the front runners in this trend which is now being copied by almost every player across almost all industries in the world. Whether it is a footwear brand, a clothing label or fitness company, they know they can find cost-effective popular ambassadors on Instagram easily. Lindsay Lohan has been regularly posting pictures with Cocowhite, the teeth whitening and care product

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SPECIAL STORY made popular by Instagram‟s who‟s who. Kylie Jenner moves to a new house and posts a picture saying the first thing she wants to unpack is a Casper mattress. By her side is a big box displaying Casper in neat blue letters. It is clear that this photo was uploaded only to scream Casper on Instagram. But hey! Kylie‟s got her fans and the marketers know that.

If one celebrity photo post reaches out to thousands of people, imagine what would happen if a lot of your favorite celebs start posting the same thing. It‟s a big world out there. Some brands have realized this mathematics and are using a number of celebrities across genres and industries to promote their products. FitTea, they say, is a heaven made match for Instagram. The label has featured on Instagram profiles of Ed West Wick, Pia Mia, Amber Rose, Melissa Gorga, Vanessa Hudgens and many more. Whether they are getting enough sales or not is irrelevant, FitTea has positioned itself as a brand that‟s keeping the celebrities fit and beautiful for sure.

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Today there is an Insta-Celebrity in almost every field. As more people are joining Instagram across the world, even the companies in new markets like India are also using non-traditional platforms. Sonam Kapoor, the face of L'Oreal is known to spam her social media profiles with endorsements. Competing in the race is Hrithik Roshan, who has been using his profiles to promote his brand HRX. Other famous Indian celebrities like Yami Gautam, Alia Bhatt, Madhuri Dixit, Shraddha Kapoor, Sonakshi Sinha, Amitabh Bachchan and many more are also giving space to their endorsement commitments on their personal social media profiles.

Marketers have found the new golden mine, and are exploiting it to the maximum. All they have to do is look for a popular Insta-Celebrity, approach them with an offer they can‟t refuse, and the task is done. Till when will it work nobody knows, but until then the celebrities are making big bucks simply by posing for photos with props and brands are enjoying the paid personal attention.

MARKETING FAUX PAS STORM IN A COFFEE CUP If symbolism has a place in marketing, it couldn‟t be proved better than the recent Starbucks red cup controversy. It‟s surprising that the design of a cup can stir up thousands of people into almost a national debate over the activities of their favorite coffee company, so much so that the design of the coffee cup becomes much more significant than coffee itself. The story goes like this. Every year, Starbucks welcomes the holiday season by introducing its red holiday cup. This event is so anticipated that it has even given rise to countdown clocks. Over the years, the Starbucks red holiday cup has had a variety of „holiday themed designs‟ like snowflakes, a snowman, pine trees etc. This year however they decided to go neutral and minimalist and ushered into the festive season with a plain red cup with the ubiquitous Starbucks logo.

The idea behind this was to offer customers a blank red canvas of the cup to create their own holiday stories. Customers could write or draw their own holiday story with a marker. This was in turn misunderstood and negatively taken by many Americans calling Starbucks waging a „War on Christmas‟. The red cup became a rage on social media like Facebook and Twitter with #BoycottStarbucks. The blank red cup was considered offensive and demeaning to the festive (Christmas) season in a country which has majority Christian population.

But there are also numerous liberal Christians who are in no way affected by the red cup move by the coffee company and have welcomed it with #ItsJustACup movement. When the CEO was asked for his opinion, he gave the most real answer saying that they wanted their customers to go creative and make their own designs this season. But this did not go down too well with some Americans. They thought it to be a dull justification for the issue. It is indeed funny to realize that the most advanced country in the world could be perturbed by something as insignificant as the design of their coffee cups.

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MARKETING FAUX PAS

There is also a popular opinion that Starbucks deliberately created this controversy as a PR stunt. The controversy got people talking about Starbucks on social media platforms, quite an inexpensive way to keep your brand visible during the festive season! Whether good or bad, Starbucks still wins because every time someone talks about the cups, they are eventually positioning the brand in the customer psyche. Silly as the controversy may seem as much ado about nothing, it serves as an example of what drives consumers during festive season and living up to the expectations of their most loved brands.

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Hall-MARK CAMPAIGN #NaamBanteHainRiskSe – Mountain Dew

Who doesn‟t want to be successful in life? Success is a feeling that everybody wants to experience at some point of time, but the harsh truth is that success doesn‟t come easily. The biggest step towards success is the courage to take risk. This step of taking risk and then achieving success is campaigned by Mountain Dew, PepsiCo‟s citrus flavoured carbonated drink that associates itself with a fearless brand proposition ,‟Darr ke Aage Jeet hai‟. Recently Mountain Dew launched a new campaign which is an extension of winning over fear and is named „Naam Bante hai Risk se‟. It‟s a campaign which is designed to address the youth who drive our nation. ‟Darr ke Aage Jeet hai‟ is a campaign in which a video was created that featured the story of four friends, one of whom was Hrithik, bracing up for a big car rally in Dubai. While racing in the desert area, they are far behind the others and Hrithik is chided by one of his team mates to drive

faster. Soon they are faced with a massive sandstorm, and all the other cars that were ahead are seen returning. The same team mate now tells Hrithik to return too. Taking a sip from a bottle of Mountain Dew, Hrithik finds his inner strength and reassures the team that if they wanted to make a name for themselves, they would have to take risk. He drives the vehicle right through the storm and returns to win the race.The campaign was good but to make it a major success Mountain Dew had gone one step ahead to strengthen their campaign by roping in real life heroes who have taken risk to make a name for themselves. They created another video featuring Arunima Sinha, the national level volleyball player, who lost her leg after being pushed out of a train and could have very well given up any hope in life, but had the courage to take the risk of her life to climb the Mount Everest with one leg.

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HALL-MARK CAMPAIGN

This was one of the major victories (Jeet) in her life and the feeling of achieving this was unbelievable for her. Mountain Dew‟s ‟Darr ke Aage Jeet hai‟ and its extension „Naam Bante hai Risk se‟ are campaigns through which PepsiCo wants to encourage people to take risk and wants to show them that success is just hidden behind the huge mountain of risk.

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PIONEER Jose Mourinho - The Special One Jose Mourinho, when he started off his career in the mid-1990s, got noticed as the guy who would sit next to the English manager. He was believed to be merely a translator for Sir Bobby Robson. He maintained this position at FC Porto and then at Barcelona. His first break as a head coach came in 2000 with SL Benfica. However, that ended soon after nine months as the new board was unwilling to adapt the changes he desired in the club. Things changed for him only in 2002 when he joined FC Porto. Here, he got the freedom he needed and helped the club achieve numerous victories. His much known Chelsea association first happened in the year 2004. He became one of the highest paid managers that year. He then became very popular as „The Special One‟ after he was quoted as saying, "I have top players and I'm sorry, we have a top manager. Please do not call me arrogant because what I say is true. I'm European champion, I'm not one out of the bottle, I think I'm a special one." The club ended up with two back to back victories in the English Premier League under his guidance. He changed the way the club played and his popularity was soaring high. He earned the respect and the trust of the players.

He‟s, however, often in the news for his witty remarks and is known for being arrogant. Arsene Wenger, the manager of Arsenal, one of his biggest rivals said that he was disconnected with reality and disrespectful. There has been an ongoing feud between the two, for years now and in October 2014 turned into a physical one too when Wenger shoved Mourinho during a match at Stamford Bridge. Post that Mourinho did not surprise with his comment: “Charged? If it was me it would have been a stadium ban.”

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PIONEER Mourinho is well known for bringing style to the football field. His style has been observed to have matured with age and he always manages to do justice to his stature with ease. He believes that the football stadium is not just a pitch but a place of work and one should be dressed keeping that in mind. However, when GQ talked to him about his style statement, he just said that he is only famous for being the champion of Chelsea. In the first look, one sees nothing but overconfidence and pride in Jose Mourinho. However, ongoing closer, it is clear that there is more than meets the eye. He is a person who builds strong relationships personally. His wife and he met when they were merely teenagers.

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They have been married for 26 years now. Mourinho says that his wife and kids control things at home and are the bosses there.. His wife once asked him to get a tattoo but he didnâ&#x20AC;&#x;t want one as he thought it would hurt. On her birthday soon after, he surprised her by getting a tattoo of her name along with the names of their kids. The family is very close and he consults them for all major decisions like accepting and leaving clubs. Jose Mourinho is in the news for reasons good and sometimes not so good. Haters hate him but fans can never get enough of him. There is something fascinating about the confidence with which he walks around and says whatever is on his mind. He has definitely earned that for himself. The man knows what he is doing and has no problem in showing it off.A true pioneer, indeed.

Bookworm REVIEW OF “THE STATE OF DIGITAL MARKETING SURVEY 2015”

Zmags is a digital publishing software that provides the technology required by businesses to deliver instant digital gratification. The main functionality is content marketing technology built for marketers whose first choice is attentiongrasping digital experiences but the engrossing tasks of their businesses does not permit them enough time for lengthy technology learning curves and custom development. Most of today‟s leading companies like Nike, Neiman Marcus, Kate Spade, Whole Foods, Audi and more, trust Zmags to help them to connect with their customers when most needed. This study was undertaken by Zmags and it comprises of a survey results which took under consideration 200 of today‟s top marketers and studied their marketing trends and priorities. The main subjects of the research were : 1. most critical success factors 2. Biggest challenges 3. important technologies 4. Time taken THE FIRST QUESTION was critical success factors in creating digital experiences. 49% of the responses said that the content was considered to be the most important factor in creating digital experiences.

It was aimed to get people‟s attention. Any campaign is bound to fail without good content. THE RICH CONTENT Bold images and multimedia content impact the minds of people more than the dull , old and boring ways . Speed of processing of visual data is 60000 times of the text according to studies. 56% of the content available on the internet is images. THE SECOND QUESTION was about the biggest challenge in delivering the new digital marketing experiences. Lack of time seems to be the most vulnerable reason. It is also related to dependencies on 3rd parties, agencies and IT (23%). 79% of the marketers say that it is a major challenge to get people‟s attention and the Content Marketing says that 69% feel the need of more time and the problems faced by the lack of time are a lot. Also, a shockingly 47% of the consumers do not expect more than 2 seconds of delay in the loading of web pages otherwise they wander off. So, it calls for “ instant digital gratification” because of today‟s generation. THE THIRD QUESTION asks the technical market challenges The main issue that surfaced up was the issue of designing web updates. Collaborating and publishing are less challenging, according to the marketers. But publishing might have been ranked as less challenging because this process is often handed off to a third party or IT group by the marketers to get it managed.

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Bookworm Creating and updating content on digital channels demands to be easier for the marketers. Achievement of contextual marketing objectives (set by industry) is not possible for the marketers, if the designing content is cumbersome.So, marketing is not as easy as it seems .Out of the 2000 marketers surveyed, 21% of marketers have agreed that they spend 15 or more hours a week in the managing of services vendors which indicates the urgency of the need of finding tools and techniques to simplify the digital marketing process. THE FOURTH QUESTION refers to the most important technology in the consumer digital marketing strategy for the coming year i.e. 2016. Mobile technology tops the chart by being that technology no longer the one most talked about , but the one most invested in. Thus, it is the medium which is used the most for reaching out to the consumers .According to a survey ,more than half of the web traffic for the retailers is coming from mobiles which proves that the most used technology is the mobile. Another finding that makes the mobile as a critical component of any good marketing strategy is that of the Branding Brand Mobile Commerce Index according to which across the top 200 brands, 51% of their web traffic comes from mobile. THE LAST QUESTION was the time taken by the companies to create and publish new digital marketing campaigns across channels. The results showed (23%) of the respondents are taking a month or more to launch campaigns while 56% take at least week

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So, the results of this survey clearly resonate around the four R‟s of market. a) Rich : 49%of the marketers consider the most critical factor for success as “Content”. b) Rapid : The main challenge is lack of time. They need tools which make the delivery of the experiences “Rapid” and without delays. c) Reach : The top priority is mobile technology . The important factor is connection in this era of globalisation. d) Revenues : Finally, everything should keep its focus on the customer experiences and ease..

KickStart ZOOMCAR Zoomcar holds the excellence of being India‟s 1st 100 percent car rental company. It permits users to rent cars by the hour, day, week or month. It had been founded in 2013 by David Back and Greg Morgan; and is headquartered in Bangalore. Back and Morgan both backed out of business schools to move to India and pursue Zoom. Zoom started with a fleet of seven cars and as of October 2014, Zoom operates over 280 cars in Bangalore alone. It's currently present in cities like Mumbai, Pune, Delhi NCR, Chennai and Hyderabad as well.The company‟s ever increasing fleet which is presently clocking over 1200 cars includes Ford Figo and Ecosport, Honda city and Amaze, Mahindra Scorpio and XUV, Tata safari and Nano, BMW three Series, and also the Mercedes A class and GLA. It has plans to expand to 10 more cities and almost triple its fleet to 3500 by early next year. The company is also looking to add automatic and luxury cars to its kitty by next year. The startup focusses solely on self-drive, currently a speedily growing segment in India. Zoom is a membership based service that provides selfdrive cars on rent, using technology to form an integrated booking and billing platform that enables members to order a automotive through the web site or a mobile application. In an interview, Greg Morgan, founder and CEO of Zoomcar, mentioned that the largest challenge they faced in India was with the regulatory system and licensing. Also, they admitted to having issues with the payment

system in India, since there's lots of friction within the payment sector as refunds are still for the most part broken. On being asked why they chose India, Morgan replied that it has the most effective opportunities for this business within the world owing to its sheer size and scale of operations. Another hurdle came within the type of David Back (Zoom‟s cofounder) resigning early this year owing to personal reasons. However, Morgan maintained that the transition was sleek and Back remains on the Board in an advisor role. The company founded by Moran and Back has raised $12.5 million since its inception in 2012. In October, the company raised near $8 million from Sequoia Capital, former Infosys Ltd chief financial officer T.V. Mohandas Pai, Abhay Jain of the Manipal group, and a few alternative strategic investors. Zoomcar has been featured within the hottest fifteen startups of the year, by The Economic Times and is surely turning heads for all the right reasons. What with the booming economy and westernization of our culture, with more and more people opting for self-reliance and comfort, this startup is surely one to watch out for!

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FEATURED ARTICLE Startup boom and the changing theme of Indian advertising

Purbasha Patnaik - Ximb We Indians love symbols- symbols that reinstate the prevalence of a culture, symbols that suggest the waning of a culture and symbols that suggest the emergence of a new culture. What our nation is also fond of is a paradoxical mix of both the obvious and the subtle rolled into one. Therefore, what better way than communicating the symbols to them through a 30 second story which subtly puts forth the obvious!! “Advertisements” are what we call these stories! A girl being rejected by a modelling agency as she was dark skinned and later asked to be a model for the same post her “fairnessmakeover” -Fair & Lovely Fairness cream.

A dark skinned confident woman, also a widow with a daughter is shown getting married again with her daughter enjoying the wedding celebrations- Tanishq widow remarriage. An ex-employee meeting up with his retired boss at a restaurant and offering him to join his start up as the CEO- Titan Moon Phase watch series.

NOVEMBER 2015

The first advertisement reinforces the existing social belief of fair skin being the precursor to success. The second one indicates the waning of the taboo associated with widow remarriages in the Indian society and the third is suggestive of an emerging culture of entrepreneurship manifesting itself into “start-ups”.

On a larger canvas, these advertisements arranged in the order of least to most recent are symbolic of the changing times and thus mind-sets. Entrepreneurship is therefore the emerging contagious culture and “Startups”; the new buzzword.

FEATURED ARTICLE According to Nasscom, India is one of the first 5 largest start-up communities in the world with the number of start-ups crossing 42,000 by the end of 2015. And in what is believed to be a conservative estimate, the Indian start-ups have attracted investments worth $5 Billion. This “start-up boom” can be accredited to the fact that millennials are increasingly forming the major chunk of the country‟s workforce and a hefty pay package is actually not a major driver which they look for in a job. Instead, a study conducted by the Intelligent Group found that1. 72% of the Millennials would like to be their own boss. And if they do have to work under a boss, 79% felt that he/she should be more of a guide or mentor to them. 2. 74% wanted flexible working schedules. 3. 88% wanted “work-life integration”: a seamless blending of one‟s personal and professional life without having to compromise on either. These statistics indicate a primary need among the millennials to be masters of their own will and thus an increased inclination towards entrepreneurial ventures which come with an implicit benefaction of challenge, flexibility, creativity and recognition. In other words, everything that the Millennials value today. No wonder many of the graduates and Post graduates from premier Indian Institutes such as the IITs and IIMs are contemplating establishing their own companies instead of joining well renowned corporate houses.

With the “start-up” culture influencing the nation socially and economically it is no surprise that their reflection is also being observed in the Indian Advertising landscape. The Titan Moon Phase watch series advertisement created by Ogilvy and Mather with the tagline “Your time has come” acknowledges the dynamically evolving workplace relationships and attributes the young and entrepreneurial mind-set for the same.

The HP Ad campaign created by BBDO India, shows a long haired young man working on his laptop at a coffee shop being mocked at by suited employees of a company. This young man later turns out to be the investor these suited employees were supposed to meet for their company. This ad with its Hashtag of “Bend the Rules” emphasises upon the nascency of the “startup” culture in our country by illustrating the tension that transpires between the old and prescriptive work place relationships and the new autonomy and innovation driven workplace relationships. Much like owning one’s own house was an aspirational man’s dream in the Baby Boomer generation; owning a company is an aspirational

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