IAA kicks off ‘International Indian’ series with Harish Manwani
IAA invited Unilever’s Harish Manwani to kick off the initiative in Mumbai on Tuesday by throwing light on ‘Winning in Developing and Emerging Markets’. These markets were driven by the energy of growth, he said.
Recognising the impact of ‘globalisation’ on India and the inherent role that Indian managers play in taking decisions at the global level today, the International Advertising Association (IAA), India Chapter, has initiated the ‘International Indian’ series. IAA invited Unilever’s Harish Manwani to kick off the initiative in Mumbai on Tuesday by throwing light on ‘Winning in Developing and Emerging Markets’.
Manwani didn’t waste any time in letting the audience know that his address would include three things that “we are most passionate about”: Unilever, Africa & Asia and India. “That is the work I do now!” said Manwani. For him developing and emerging markets (DNE) present an exciting opportunity and he was of the opinion that these markets are driven by the energy of growth.
Reiterating the importance of working in practice than in theory, he pointed out that by 2010, consumer spending of Asia would beat that of developed markets like North America and Europe. To prove his point about Unilever’s leadership role in Asia and Africa, he informed that 95 per cent of the work force in Lever offices worldwide comprised local managers.
In what he termed as the recipes of success in these regions, Manwani highlighted the importance of factors like ‘insights and brilliant local executions’. He said, “There are three things to bear in mind in this – serving and delighting consumers, deepen partnerships with customers, and build relationships with local communities.”
Taking each point ahead, he began with serving and delighting consumers. “It’s a diverse population that can be divided into three segments in a pyramid – at the top you have the affluent, in the middle there is the aspiring, and at the base, there is the striving. Our business strategy has been to work out the pyramid than just enter from the top, which is what most other players have been doing for a while. It is only in the last three years that working the pyramid strategy has become popular with others as well.”
“We believe that there is business to be done at every level and every end of the market has a different objective. “At the base level, the idea is to drive penetration; at the middle level, you try and increase consumption and uptrading; and, finally, at the top, you leverage global mixes. Each level has tremendous amount of scope and there are different research and development challenges at each level,” explained Manwani.
He spoke on the tactics of differentiated portfolios and differentiated product forms to address the needs of the different components of the pyramid with either different brand names or same brand presented differently. An important point that he made here was the building of mass markets with examples from hair care, fabric cleaning and food categories. He also spoke on how reverse engineering played a role in successfully building markets.
On the subject of deepening partnerships with customers, he highlighted the importance of retail trade development and how the function was playing its role in pushing trade. “What was more a function of moving goods is becoming a function of moving brand building,” he emphasised.
Besides retail as a component, the other one that Manwani discussed was the importance of activation for brands and the on-ground initiatives that any company can take. Here he spoke on Project Shakti, saying, “To my mind, this is one of the biggest breakthroughs after Aarey and what we have done for distribution,” claimed Manwani.
According to Manwani, Project Shakti, which is HLL’s attempt to catalyse prosperity in Indian villages, is a serious business proposition that had a competitive edge to it and not something that can be achieved by anyone. “You have to have the vision but more importantly you have to have the scale to pull it off,” Manwani pointed out. In this context, he emphasised the need for building relationships with local communities, and dwelt on more such initiatives that Levers has been taking.
Summing up his presentation, Manwani stated that it is the growth mindset in markets like India which make DNEs the kind of important markets that they are today.
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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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