It was important to establish how to talk to the Muslim consumer: John Goodman on Ogilvy Noor
In partnership with TNS, Ogilvy & Mather’s two-year survey in the making reveals what drives Muslims as consumers, against the vast backdrop of ethnic, economic, political and religious diversity of the Muslim world. The report, titled ‘Brands, Islam & the New Muslim Consumer’ serves as the launch pad for Ogilvy Noor that aims to help brands better engage with Muslim consumers worldwide. In an email interaction with exchange4media, John Goodman, Regional President, Ogilvy & Mather South and Southeast Asia, explained more on Ogilvy Noor.
In partnership with TNS, Ogilvy & Mather’s two-year survey in the making reveals what drives Muslims as consumers, against the vast backdrop of ethnic, economic, political and religious diversity of the Muslim world. The report, titled ‘Brands, Islam & the New Muslim Consumer’ serves as the launch pad for Ogilvy Noor that aims to help brands better engage with Muslim consumers worldwide. The research included four culturally-distinct, major Muslim markets such as Malaysia, Pakistan, Saudi Arabia and Egypt.
In an email interaction, John Goodman, Regional President, Ogilvy & Mather South & Southeast Asia, explained more on the study’s impact on the Indian Muslim consumers. He said, “As we didn't include India as one of the four selected markets, we're unable to specifically differentiate the Indian Muslim consumer. However, we feel that it should be very relevant in helping to understand how Muslim consumers sometimes make brand decisions influenced by the principles of their faith and the Shariah. We recognise the secular principles of Indian society, but feel it may be helpful in achieving greater relevance for this large sub-group.”
According to Goodman the study intends to provide -- with broad brush strokes -- advice on how to talk effectively to the new Muslim consumer. He said, “Rather than talking to individual markets differently, we felt it was important to establish how to talk to the Muslim consumer effectively. This type of research has never been developed before.”
Ogilvy Noor’s Modern Muslim
According to Ogilvy & Mather’s survey on ‘Islamic Branding’, a new generation is redefining what it means to be modern and Muslim, creating new meanings of religious pride, economic progress and global citizenship. Researchers looked at Islam through the lens of the tangible effect that it has on how lives are lived and how that in turn affects brands and business. The research has identified trends and opportunities that are emerging from the world’s most interesting, dynamic yet controversial ‘marketplace’.
In addition, the survey provides insights into Shariah values and how brands can align with them. Significantly, the report sheds light on how these practices are closely aligned with the existing universal ideals of good business practices, such as authenticity and transparency, which have only become more important for global business in recent years. Similarly, despite the massive sums spent by financial services brands on Shariah-compliant banking services - Ogilvy Noor can reveal that the vast majority of consumers view this category as the least effective in terms of Shariah-compliance. Thus, Ogilvy Noor aims to clear up the apprehension by shedding light on what works and what doesn’t with the modern Muslim consumer.
According to Ogilvy Noor, The Muslim consumer is viewed as a critically important segment for marketers, with the halal segment alone worth US$2.1 trillion, and growing at US$500 billion annually. The report debunks many of the stereotypes that surround Muslim consumer attitudes towards brands and their marketing communications. For example, halal labels, while important to showcase certification, are no longer sufficient to persuade the New Muslim Consumer that the company behind the product conducts its business in line with Islamic values.
Ogilvy Noor is a multidisciplinary practice focused on Islamic branding, drawn from across the breadth and depth of Ogilvy& Mather Group's global network. Ogilvy Noor is led by a team of experts based across our key Muslim market offices worldwide which are Dubai, Pakistan, Malaysia and the UK. The core team includes John Goodman, President of Ogilvy Action Asia Pacific and President Ogilvy & Mather South and Southeast Asia, Nazia Hussain, Director of Cultural Strategy for Ogilvy & Mather globally, Tanya Dernaika, Planning Director for Memac Ogilvy across the Middle East, Zayn Khan, Regional Business Strategy Director for South and South East Asia, and Shazia Khan, Associate Planning Director at Ogilvy in Karachi.
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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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