CII Marketing Summit 2007: Who is an Indian consumer?
The ‘Marketing Summit 2007’, organised by CII and in its eighth year, is based on the theme ‘Rewriting Marketing for the ‘New India’ -- Managing Dreams, Realities, Needs and Wants’. The first session had industry experts discussing the notion of ‘Indian consumer’.
The ‘Marketing Summit 2007’, organised by CII and in its eighth year, is based on the theme ‘Rewriting Marketing for the ‘New India’ -- Managing Dreams, Realities, Needs and Wants’. Kapil Sibal, Union Minister for Science & Technology and Earth Sciences, delivered the keynote address at the inaugural session of this two-day marketing event on August 21.
Besides Sibal, the other speakers at the inaugural session included Sunil Bharti Mittal, Founder, Chairman and Group CEO, Bharti Enterprises, and President of CII; and Suhel Seth, Chairman, The Marketing Summit 2007, and Managing Partner, Counselage.
Delivering the keynote address, Sibal said, “We are in a world where marketing plays a significant role. Three prime factors of marketing are customer satisfaction, profit for manufacturer, and benefit of stakeholders. If you are able to satisfy all the three pointers as a marketer, you are in a win-win situation. There can be no marketing without information technology, and a good example of this is the availability of cell phones and connectivity in rural areas.” He added that marketing couldn’t be possible without sharing the technology with the rest of the world.
According to Seth, the real challenge for India was affordability, accessibility and availability. Mittal said, “Marketing is a power to keep in touch. We need to keep our message simple for it to be powerful. For example, in rural India, we already have cell phone connectivity in 550,000 villages.”
The first session of the summit kicked off with an interesting topic, ‘Is there anything called an Indian consumer? -- Outlining the profile of an Indian consumer’. This session was moderated by Shereen Bhan, Delhi Bureau Chief, CNBC-TV18, and the speakers were Arvin Wable, Chairman and CEO, FCB Ulka; R Balakrishnan (Balki), Writer and Director of ‘Cheeni Kum’, and National Creative Director, Lowe Lintas; and Charulata Ravikumar, Managing Partner-National Head Integrated Services, JWT India.
Balki said, “We don’t believe in mass marketing, but in micro marketing. Although there exists a ‘global consumer’, we respect marketers who can respect us for being Indians.”
Wable observed that the Indian market had grown from what it was a few years ago. “A lot of global brands have entered India. There may not be global food or a global language, but there is global connectivity. There are strong unifying realities among Indian consumers. A significant factor that determines an Indian consumer is that he or she is an individual rooted to family values. Today’s young generation lives at home but has huge dispensable income to spend. Traditionalism is wrapped around in modernity. The Indian consumer is value conscious, and hence demands values addition. Housewives and children are the driving forces on what should be purchased.”
Wable further explained that most marketers had chosen a point on the spectrum. For example, Bingo develops a ‘tandoori tikka’ flavour to appeal to Punjabis, and a mustard flavour for Bengalis. ICICI Prudential focusses on Indian traditional values like marriage and family, whereas HSBC bank focusses on individuality.
According to JWT’s Ravikumar, “There is an Indian consumer who is rooted to India who believes in God, believes in a balance between karma and spirituality, value systems, as also modernity. The bonds of joint families are strong. For every one Indian we are talking to, we are being heard by two. Earlier, we had to choose one role, either of a housewife or a working woman. However, the trend has changed now. The Indian consumer lives in a ‘duality’ and is constantly evolving.”
Ravikumar pointed out that the biggest paradigm shift was in the consumers’ level of confidence. “Marketers today are not worried why the brand is not doing that well. They are willing to improve their brands,” she added.
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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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