GoaFest 2010: The heady mix of sea, sand and seminars begins today
Stage is set for India’s biggest advertising festival, GoaFest 2010, that kicks off today. Already the Cavelossim Beach is brimming with the media, advertising and marketing fraternity ready for yet another festival season under the sun. Meanwhile, as a precursor to the event, an Industry Leadership Conclave is being organised on April 8.

Stage is set for India’s biggest advertising festival, GoaFest 2010, that kicks off today. Already the Cavelossim Beach is brimming with the media, advertising and marketing fraternity ready for yet another festival season under the sun. Meanwhile, as a precursor to the event, an Industry Leadership Conclave is being organised on April 8. This year’s session will be on ‘2010: Time to Grow’. The business conclave will commence at 3 pm and will see industry opinion leaders discuss strategies on the development of brands.
The advertising market is underdeveloped in India, as compared to many developed and developing countries, despite high growth rates in the last five years. It is not growing at a fast enough pace to drive consumption. India contributes to 17 per cent of the world population but is only 0.7 per cent of the world advertising market. Do we need to re-visit the old advertising business model? What do agencies or media owners have to do to accelerate growth of the advertising market? The Industry Leadership Conclave will discuss and debate on various issues that a developing market like India faces and how creativity will help accelerate the brands’ growth.
Sam Balsara, Chairman of the Discovery Channel India Leadership Conclave, spoke on the theme this year. He said, “After growing at nearly 20 per cent year-on-year for five years, the advertising market dipped in 2009 by as much as 10 per cent. It is time to grow now and make up for lost time with sharp strategies and plans to develop brands, markets, creativity, media markets and research. The Conclave is a must-attend event for CEOs with growth and profit responsibility.”
An excited Colvyn Harris, President, AAAI and Chairman, GoaFest 2010, said, “The day is looking great and things are going very well. I am excited to see a great line-up of speakers and am sure the sessions will be very stimulating, which aptly goes with the theme ‘Time to Grow’. GoaFest is all about surprises and we shall all witness this at the venue. So wait and watch for what’s in store.”
The Conclave will commence with Tom Doctoroff, CEO, JWT China and author of the bestseller ‘Billions’ giving tips on what India can learn from China in his address on ‘How to use advertising for growth and in turn how to grow advertising market’.
In the second session, Piyush Mathur, MD, Nielsen South-Asia; Shiv Moulee, Chief Client Officer & Director Global Solutions Board, Millward Brown; Rajaram Narayan, VP (Hair Care & Lakme Event) Hindustan Unilever; O&M’s Piyush Pandey and Arun Tadanki, CEO, Yahoo, will come together to discuss whether brands are growing fast enough in a developing market like India. The panellists will also mull over questions like – Is creativity rising to the occasion to drive and grow brands? Given the increasing noise and clutter in Indian media, has creativity risen far enough to make brands stand out and make an impact? If one were to go by awards, then it has. But what do the figures from markets and brand tracks reveal? And what do advertisers say based on what is happening in the market place?
Shashi Sinha, Lodestar Universal; Bhaskar Das, Times of India; Uday Shankar, Star; Ronnie Screwvala, UTV; Minnie Menon, Bloomerberg UTV; and Ajit Balakrishnan, Rediff.com will discuss the issue of media spends. According to the Pitch-Madison Advertising Outlook 2009, for the first time the advertising pie had shrunk in 2009 from Rs 20,717 crore in 2008 to Rs 18,670 crore in 2009, a steep drop of 10 per cent. This is after growing by 100 per cent in the last four years up to 2008. Is the Indian media under-priced? How do Indian media CPTs compare with other BRIC countries, neighbouring countries and the West? Can the advertising pie ever grow without corresponding growth of sales of products and services it promotes?
Srinivasan Swamy of RK Swamy BBDO; LK Gupta, CMO, LG; and Shireesh Joshi of Airtel will present a case study on building agency capabilities. The only way advertisers can reap benefits of higher returns on advertising investment is if agencies invest in resources and systems, substantially raising the bar on their capabilities through innovation and investment. Are agencies doing enough? What stops them from doing more? Are agencies getting distracted from their core function of creativity by going into different verticals that make more money than basic creativity? Is this because clients are not paying adequately for creativity? These are some of the issues that this panel would take up.
LV Krishnan of TAM; Ashok Das of Hansa Research; and Mahmood Ahmed of ITC, will throw light on media research. Most media owners complain that media research tends to underplay their numbers and that the numbers reported by research are much lower than what exists in the market place. What is the truth? What is holding research back? Who should pay for research? Whose responsibility is better media research? These are some questions that the panellists would seek to answer.
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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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