Cogito Consulting aims for a non-linear growth
Cogito Consulting, the consulting arm of FCB Ulka, is charting a success story. In addition to the principal responsibility in the areas of branding, brand architecture, marketing and distribution, Cogito also develops a knowledge base, which helps clients across industries.
Cogito Consulting, the consulting arm of FCB Ulka, is charting a success story. In addition to the principal responsibility of the consulting company, which is to do projects for clients in the areas of branding, brand architecture, marketing and distribution, and providing points of view in terms of arriving at the right product pricing, Cogito also develops a knowledge base, which eventually helps clients across industries.
Kinjal Medh, COO of Cogito, said, “We work on a project basis and till date have worked with big names like Wipro, Tata Motors, and NDDB. We also have a few international clients. The name Cogito is derived from ‘Cogito-Ergo-Sum’, which means ‘I think, therefore I am’. The unit has multiple roles, one of which is to be the knowledge bank within the agency. The second is to provide consultancy to clients – who need not necessarily be clients of FCB-Ulka, and the third area is be to develop insights into consumer behaviour.”
For instance, the brand consultancy division recently conducted a study in India to understand the impact of choice on Indian consumers. The study assumes particular importance given the fact that over the last decade, Indian consumers have been suddenly exposed to a wide variety of choices in several categories. Their behaviour, when faced with a wide array of choices, would be of great importance to marketers and advertisers to formulate their communication strategies. This Cogito study goes some distance in trying to understand consumer behaviour in this environment.
Another study conducted by Cogito has tried to analyse the sea change that Indian economy has witnessed in the last decade or so, particularly the emergence of the spin-offs of liberalization, the move from a sellers’ market to a buyers’ market. Thus, expenditure on indulgence such as entertainment, holidays or even personal grooming has gone up significantly.
Also, because of easier availability of credit, people are planning for major investments, such as housing or insurance, much earlier in their lives. Given this paradigm, how do younger individuals differ from older individuals while considering purchases, investments, expenditure on health, education, insurance, and financial planning in general?
Thus, the key objective of the project was to study the purchase and investment behaviour of young people in the early stages of their careers, typically between the ages of 25 and 35 years, and those of people between the ages of 45 and 52.
Cogito also tired to fathom the effects of promotions on car purchase, with 30 new car models slated for launch this year. While several marketing chieftains had already drawn blueprints for promotions-led push, this study dwelled deeper into the activity.
“Today these kinds of studies make much more sense as the level of competitiveness has gone up to an extent one couldn’t have thought of 10 years back. We, on our part, have developed proprietary tools internationally, which are used to give the right understanding of the market to our clients. For example, the ‘Chess’ tool that we have developed helps us understand the competitiveness in the market. We have done some work with this for Tata Motors, too,” Medh said.
With the Indian market opening up, the role of such consulting firms has become a lot much important. Ackowledging this fact Medh said, “Yes, that is correct. Till now, the growth has been encouraging for us, but now we want to push the boundaries. The market has not reached maturity levels yet and there is a still a long way for us and the client to go.”
Certainly this 20-member Mumbai-Delhi team of Cogito, which was set up three years ago, is aiming for a multiple array growth and not a linear one, and has a lot more up its sleeves when it comes to scanning the market. As Medh said, unless a brand offered value better than the competition, it was a tough market.
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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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