‘Brand building is a great idea. Invest money in it’
In order to commemorate the completion of 25 years, Percept Ltd organised the ‘Percept Business Conclave’ in Mumbai on July 18, 2009. The Conclave brought together several advertising and media industry honchos on a common platform and saw them debate on topics such as ‘Has Brand building taken a back seat?’, ‘Catch me if you can’, and ‘Is content King or is packaging God?’. <br> <a href=http://www.exchange4media.com/e4m/news/fullstory.asp?section_id=1&news_id=35349&tag=31006&pict=0 target= _blank><b>Catching the elusive customer’s attention </b></a> <br> <a href=http://www.exchange4media.com/e4m/news/fullstory.asp?section_id=1&news_id=35350&tag=31007&pict=0 target= _blank><b>‘Neither is content King nor packaging God, it’s all about the consumer’</b> </a>
In order to commemorate the completion of 25 years, Percept Ltd organised the ‘Percept Business Conclave’ in Mumbai on July 18, 2009. While the first half of the Conclave was an in-house event, the second half saw panel discussions on topics such as ‘Has Brand building taken a back seat?’, ‘Catch me if you can’ and ‘Is content King or is packaging God?’.
The session on ‘Has Brand building taken a back seat?’ had Anil Dua, Senior VP - Sales, Marketing & Customer Care, Hero Honda; Colvyn Harris, CEO, JWT India; BBDO’s Josy Paul; KV Sridhar (Pops), NCD, Leo Burnett India; and Shashi Sinha, CEO, Lodestar Universal as its panelists. Ajay Chandwani, Non-Executive Director, Percept Ltd, moderated the session.
Commencing the discussions, Chandwani noted, “All brands were built in the latter half of the 20th Century like Horlicks. Nokia, Vodafone and Airtel are consumer brands that have evolved recently. Advertising agencies have prided themselves in building their clients’ brands as partner and brand custodians.”
Taking the discussions further, Colvyn Harris, stressed, “It is important to invest in a brand from a long-term perspective. It depends on where you are in the life-stage of a product that you service. Brands are built with great ideas, they are extremely vast. At every stage, you need to take the right steps for the brand to keep growing. In future, you take certain steps for legacy. Companies have blamed market conditions and the downturn, but brands haven’t taken a back seat.”
Pops noted, “People are willing to pay extra as they have aesthetics and emotions attached to the brand. If your product is just a commodity, it will not become a brand.”
Brand building: A slow burner or luxury?
On whether brand building was a slow burner or a luxury, Shashi Sinha said that classic brand building was when one was under pressure and looked for short term gains. Citing the example of the Indian premiere League (IPL), he said, “In March 2009, 65-70 per cent of money was invested in brand building of the IPL championship to drive sales. Brand building is a great idea. Invest money in it.”
Josy Paul said here, “I have three points to make. Everything that a brand does is for brand building. Even when you look at Gandhiji, he had the tactics and he did great theme building. We shouldn’t understand brands merely from a scientific level, but the understanding should be from an intuitive sense as well. You need to live with the brand. However, we are so scared to find our own brand voice. There is a need to find that unique voice in your brand.”
Anil Dua remarked, “Brand building future is secure. But has the volume of brand building gone down? It has indeed gone down because a customer has run short of money and demand has gone down. There has been no let-up in demand and supply. But agency commissions have been slashed down; ad spots have gone down. The inventory has built up. There is no slowdown from the supply side. FMCG shows double growth. However, this year looks positive. In all this, the role of the client has become critical.”
Has creativity become commoditised?
Commenting on this, Pops cautioned, “If you don’t understand the values for a brand, then it will be difficult for a brand to survive. Brand building is like human beings. It has evolved over the years. Today, we are answerable to shareholders. Therefore, even creativity has changed. Finally, my take is to decide what values you are selling of brand, as long as you are delivering value for the brand.”
According to Paul, “Relationship needs ideas; and ideas need relationship. Even a commodity has a relationship. Relationship gives license to come up with a bigger idea.”
Harris observed, “There is a lot more to value creation. There is nice balance between value creation, when you try and destroy the brand with short term measures.”
Are specialists good for a brand?
Dua said, “One single entity is responsible. If centralisation has virtue, it will go back to the client. There was virtue in specialization, that’s why the industry was born.”
Harris noted, “If you go to a consultant, you don’t have bandwidth to go to a specialist. It’s a battle about who gets the solutions.”
“I live in a constant state of paranoia,” Paul said, adding, “The agency and the client need high nurturing of emotions for the brand. You need to be intuitive to your brand idea. I believe in specialisation as it creates focus.”
Pops noted that there were two aspects of implementation of a campaign and conceiving of a campaign. Sinha said that there were many advantages of specialisation and downside as well. “Finally, what mattered in the business is creativity,” he added.
“It is important for brands to have custodian that let the brands grow. I don’t see a reversal in this, however, consolidation is possible,” said Dua.
Paul stressed, “Leadership shouldn’t be controlled. Specialists need to come together in an integrated way.”
Pops said here, “Huge agencies are pushing agencies to become integrated partners.”
Sinha concluded, “The story is done with. The faster the industry accepts the fact, the better will be the focus on strengths. Brand building is here to stay and so is specialisation.”
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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