CII Brand Summit: Adi Godrej’s 3 keys to build a successful brand strategy
The two-day CII Brand Summit 2010 got underway in Bangalore on February 19, 2010. The focus in the fifth edition of the Summit is on ‘Marketing Disruption: How will brands woo consumers in the age of discontinuity’. Adi Godrej held the audience’s attention with his three keys to building a successful brand strategy and rejuvenation of brand Godrej.

The two-day Brand Summit 2010, organised by the Confederation of Indian Industry (CII), got underway in Bangalore on February 19, 2010. The focus in the fifth edition of the Summit is on ‘Marketing Disruption: How will brands woo consumers in the age of discontinuity’.
Adi Godrej, Chairman, Godrej Group, held the audience’s attention with his three keys to building a successful brand strategy, which included understanding of brands and consumers as they existed today, building brand equity through information and analytics, and creating future equity through consumer insights. He stressed on building an emotional connect with the consumer and added that creating customer equity was not a static process as customers were constantly in a state of flux.
He also spoke about rejuvenation of brand Godrej and making it relevant to the young consumers. “For a successful brand, the combination of creativity and analytics works, which further helps in enhancing the brand experience,” Godrej added.
Besides Godrej, the inaugural session of the Summit also had addresses by industry veterans such as Tim Love, Chairman and CEO, (APIMA), Omnicom Group Inc; and Srinivasan K Swamy, Chairman, Brand Summit 2010 and CMD, RK Swamy BBDO, among others.
In his address, Love stated that now was the best time to be in the advertising business as it was a time of changing ideas and innovations to understand and reach the consumers successfully. He added, “In the era of technological discontinuity, businesses should treat advertising and marketing communications as prized possessions, something which, if carefully nurtured, can provide them with disproportionate competitive advantage. They should adopt a new frame-of-reference, broader than themselves, and a strategy of superior collaborations.” His mantra was “think like the Sun, which will broaden the reference point and make it more relevant”.
Speaking on the topic ‘Disruption by the New Age Customer’, Dave Evans, Consulting Director, 20:20 Social, presented his views on the millennial customer, whom he described as someone driven by values, believed in shared values and peer communities, was discontent with status quo, but at the same time had a love affair with social media. According to Evans, it was a generation that was hooked to the Internet, however, the main challenge for the marketer was to find out where to interrupt this media and reach the consumer. He noted, “If there is a challenge, there is also the reality that the millennial have high expectations and aspirations, and they love to share the moments of triumphs, which is testimony to the fact that there are many existing communities. Transparency, relevance, brevity and participation (before the sale) are the keys to engaging with this group.”
Arun Tadanki, MD, Yahoo! India, spoke at length on marketing to this New Age customer, who was spoilt for choice, experienced an explosion of information and looked at value for time. He pointed out, “With time, the profile of the consumer has changed, thus the task of a marketer to reach him has to be done differently. While there are statistics that show that the amount being spent by prospective consumers on new media is very high, the marketing budget allocated to this media is still low, with so-called mass or traditional media still ruling the marketing spends of a client.”
He debunked certain myths that said that the Internet was a niche medium. “The Internet is all about youth, the medium is fragmented and is good only for lead generation. One can do online advertising with a small budget,” he said and stressed on the fact that the amount being allocated to online advertising did not do justice to the medium and that there was need to explore the medium to its full potential.
Andrew Robertson, President and CEO, BBDO Worlwide, USA, noted, “There is need to rethink the way one thought about media. The need is to create an experience that is sufficiently engaging. It’s a time when the message is the medium, unlike the belief that medium is the message.” He also stressed that there should be segmentation, but as little as one could and not as much as one could. Besides, digital should not be seen as a platform, but should be the language, he concluded.
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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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Swapan 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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