IndustrySpeak: AdAsia is still relevant, but focus on content is essential
With the kind of participation that AdAsia Jeju 2007 has seen, one might wonder whether interest in the platform was subsiding. Industry leaders, however, think otherwise and assert that while the content is important, AdAsia 2009 would be interesting also since Lahore is the host city, and then preparations in India will begin to host AdAsia 2011.
AdAsia Jaipur in 2003 was an event of the scale that made AdAsia an important date in the diaries of the who’s who of the Indian advertising and media industry. The AdAsia, earlier known by different terms, including AdGro, had come to India after 21 years, and the Indian advertising and media fraternity ensured an affair that was larger than life.
However, even though AdAsia Singapore 2005 had one of the largest delegations from India, the event did not create the kind of buzz that was seen in AdAsia Jaipur, and the delegate list of AdAsia Jeju was shy of any participation from the advertising agencies.
Members of the Advertising Agencies Association of India (AAAI) such as Madhukar Kamath (MD & CEO, Mudra) and Colvyn Harris (CEO, JWT) were present at AdAsia Jeju, along with the likes of Jagdip Bakshi (CEO, Contract), Roshan Choudhary (MD, NAC Advertising), Prabha Prabhu, Veena Gidwani and Punitha Arumugam from Madison Communication, but most of the other delegates were from media owners such as TV Today, ZEEL, Lokmat, BCCL, MCCS, STAR India, Mathrubhumi, Chitralekha, The Hindu, India Today and Outlook.
Winning the bid for AdAsia 2011 means that the AdAsia will be back in India, this time just within eight years. While that is good news, the fact remains that with the exception of the mentioned names, there was no representation of advertising agencies in AdAsia Jeju. So, is AdAsia losing the importance that it had for the advertising fraternity?
“Definitely not,” asserted Pratap Bose, CEO, O&M. He elaborated, “At least in our case, there was a regional meeting for which most of us had to be present in Hong Kong. So, we couldn’t make it to AdAsia in Jeju since the timing coincided.”
Subhash Kamath, CEO, Bates David Enterprise, was also in Hong Kong for a regional meeting. He was candid enough to state, “AdAsia Jaipur was fantastic, but the one that followed in Singapore was dismal. In the case of Lahore, I really hope they have great speakers, otherwise it would be a waste.”
Mahesh Chauhan, President, Rediffusion DY&R, was more positive and maintained that AdAsia was definitely not losing any relevance. He said, “AdAsia as a platform still is an important platform. Last AdAsia probably saw one of the biggest Indian delegations attend it. We couldn’t be a part of it at all this year since it comes right before the festive season, and that meant coming right in the way of work. I am nonetheless, already excited about AdAsia Lahore. I would really love to visit Pakistan, so I am really looking forward to that.”
FCB Ulka’s M G Parameswaran explained that in the case of Ulka, the dates collided with a training session that was taking place at FCB Ulka where international heads such Laurence Boschetto, COO, Draft FCB, were in India. Parmeswaran brings another perspective to the subject. He said, “AdAsia is all about theme and speakers. We began the preparation for AdAsia Jaipur more than two years in advance. Jaipur is an interesting location, but a very difficult location in terms of logistics.”
He explained that the fact that the speakers’ list in AdAsia Jaipur had the likes of C K Prahlad, Ricardo Sembler, Charles Handy, and Jack Trout did the trick. He added, “In AdAsia Jaipur, we took it above advertising to the level of management and marketing with the speakers that we had. CEOs were attending the conference. I think Lahore should be interesting as they are doing it for the first time and it would be interesting to see what happens there. Also, due to their location they would get good participation.”
Parameswaran advised that AdAsia needed to be properly packaged and marketed, and that perhaps the participation at Jeju was not an indication of the significance of the event itself.
Nakul Chopra, CEO and MD, Publicis Network India, explained, “An award function tends to attract more attention than just a conference, but the manner in which the advertising industry is growing in Asia, one cannot question the importance of events such as AdAsia. AdAsia Lahore might give a better indication of what the Pakistani advertising industry is like, and the growth and opportunities there. Also, the way advertising professionals are growing, many senior heads have some or the other Asia link in their everyday work. Hence, events like AdAsia become important.”
AdGro, which was the 13th Asian Advertising Congress, was held in Delhi in 1982. Some of the speakers then included the likes of David Ogilvy, Stephen King, Stephen Greyser, Simon Broadbent. Following this, the AdAsia next came to Jaipur in 2003, and the next AdAsia in India would be in Delhi in 2011.
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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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