Indian consumers most environmentally & socially conscious: MPG global survey
Havas Media and MPG’s Brand Sustainable Futures (BSF) report, released today, has revealed that Indian consumers are more likely to consider environmental and social aspects when making purchase decisions than any among the nine nations surveyed.
Havas Media and MPG’s Brand Sustainable Futures (BSF) report has revealed that Indian consumers are more likely to consider environmental and social aspects when making purchase decisions than any among the nine nations surveyed. The analysis also shows that while Indian consumers are one of the most receptive consumers globally, Indian companies remain ambivalent over the relevance of sustainability on their brands.
Brand Sustainable Futures is the group’s first to market framework to help companies build strong and meaningful brands using sustainability as a key platform. The model evaluates, tracks, and compares how a firm’s sustainable endeavours resonate with consumers and the consequent impact they make on its brand equity.
The research, the largest of its kind, covered over 30,000 consumers in nine countries – Brazil, China, France, Germany, India, Mexico, Spain, the UK and the US. It explored 150 brands across 10 different industries.
The key consumer trends in India include:
• Environmental pollution is the major issue of concern for Indian consumers.
• The proportion of those ‘very concerned’ about it is well over half (57 per cent), compared to just over a third (35 per cent) of global respondents.
• The main barrier to buying responsible products in India is availability and lack of information.
• At 25 per cent, India also contains the largest proportion of consumers who feel highly concerned about sustainability issues and who feel powerless in their ability to do anything about them. Brand Sustainable Futures defines this group as ‘Hostages’.
• Indian consumers appear to have higher than average expectations of companies in terms of sustainable endeavour and there is a stronger feeling of empowerment. 70 per cent feel that their actions can make a company more responsible, compared to 57 per cent on average.
• Indian consumers are also more active in recommending products/brands (97 per cent compared to 90 per cent globally), rewarding responsible companies (88 per cent compared to 80 per cent globally) and in particular when it comes to seeking out information about corporate behaviour (84 per cent compared to 63 per cent globally).
• Appreciation for companies that partner with a charity or NGO has increased since 2009, with 83 per cent agreeing this year compared to 73 per cent in 2009.
Globally, it was found that the vast majority of mainstream consumers would not care if two-third of today’s global brands disappeared in the future. MPG’s 2010 global analysis also demonstrates the more sustainable the brand is perceived, the more meaningful it becomes to consumers. MPG concludes that the 33 per cent of brands that are considered meaningful are redefining and rebuilding their relationships with consumers through sustainability.
To help companies take a corporate temperature check, the project’s proprietary metric – the Brand Sustainable Futures Quotient (BSF Quotient), allows a company to assess, track and compare its brand’s sustainable health over time. The higher the BSF Quotient the more sustainable the brand’s health is perceived to be.
India BSF Quotient results summary:
• Tata, Reliance, ITC and Nokia are perceived to be the top socially and environmentally responsible companies.
• Despite environment being a primary concern for Indian consumers the biggest driver of BSF Quotient ranking for top brands is Marketplace Responsibility.
• TV advertising is considered the top media channel for communicating CSR initiatives, as are newspapers and magazines in India.
• Digital media and indirect communication channels (comments from employees, friends and family, key opinion leaders, experts, NGOs, certification labels etc) are becoming pivotal platforms for brands when it comes to sustainability.
However, unlike global findings, results in India show that company communications and corporate events would be sufficient to make consumers believe in a company’s commitment to the environment and society. Across most other countries, independent certification marks, word of mouth and comments from experts would be required.
Vishnu Mohan, CEO, Havas Media and MPG Asia Pacific, said, “As a strongly committed group, we believe we have the responsibility to use our expertise in communications to explore new ways of addressing some of today’s key challenges faced by CEOs, CMOs and brand managers. The most important challenge today is how to build a meaningful brand in this era of transparency, sustainability and mistrust. Today, it’s important for brands to make a difference rather than just be different. This approach will contribute to building consumer trust and sustained results for brands.”
Anita Nayyar, CEO, Havas Media and MPG India, added, “Successful companies in India understand that sustainability in a key concern for Indian consumers and have made an effort to engage them through their sustainability profile. Our research clearly shows that brands can redefine their relationships with consumers and other key opinion formers through sustainability.”
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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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