New Media Congress: ‘Convergence is a great opportunity as well as a major threat’
The afternoon sessions of NDTV Convergence’s New Media Congress, which was held in the Capital on May 8, dwelt on ‘Mass Media Internet Companies’ and ‘Branding, Marketing & Advertising Strategies’. The focus was on New Media and how developments within the digital media were stimulating other industry sectors to change their business models.
The afternoon sessions of NDTV Convergence’s New Media Congress, which was held in the Capital on May 8, dwelled on ‘Mass Media Internet Companies’ and ‘Branding, Marketing & Advertising Strategies’. The focus was on New Media and how developments within the digital media were stimulating other industry sectors to change their business models.
Chairperson for the session on ‘Mass Media Internet Companies’ was Vir Sanghvi, Advisory Editorial Director, HT Media Ltd. The speakers included Viren Popli, SVP & Head, Mobile Entertainment, Star India; Kevin Obi, SVP, Digital Assets, NBC Universal International; and Tarun Katial, COO, Big FM.
Verin Popli remarked, “Consumers today are impacting the mass media space and they themselves are being impacted by it. Audience is much younger and far more mobile than in the past.”
According to Kevin Obi, “Convergence is now a reality – a great opportunity as well as a major threat. Smart companies who really want to lead the way in future will follow the consumers. Choice proliferation and TV monitoring are giving consumers a huge choice to see and hear what they want. Keeping this in mind, we have to focus on the speed of changing technologies and deliver as per demand.”
Tarun Katial said, “New era in traditional media is democratised and atomised. Content is king, but distribution is god, and that is the pattern that has to be kept in mind to evolve in this generation.”
The session on ‘Branding, Marketing & Advertising Strategies’ covered building brand value in a digital world where business models were constantly evolving and changing. Chairperson for this session was Anurag Batra, Managing Director & Editor-in-Chief, exchange4media. The panelists included Lloyd Mathias, Marketing Director, India & South West Asia, Motorola; Ravi Kiran, CEO, Starcom South East & South Asia; Rohit Sharma, COO, Zapak Digital Entertainment; and Manish Vij, Co-Founder & Chief Business Officer, Smile Interactive Technology Group.
In his opening remarks, Manish Vij said, “A person from the online medium starts his day thinking ‘Where are my leads?’, ‘What are my page views?’ But what he does not realise is that he is slowly getting into a vicious circle of a leaking bucket, where he ends up spending too much money without getting as much result. And as soon as this spending stops, page views stop. So, the need is to build your digital brand to gain stability and leadership.”
He further said, “Usually a person creates leads, but is not able to maintain it. These are called ‘18-month brand manager’. He is not thinking on long-term goals, but is just bothered about the near future. So, spending more money on analytics and building your brand is important. Digital world is moving so fast that there is a constant need of experimentation. So, investing in experimentation of the digital medium is very important.”
“As we are 24x7 marketers, we must control our spending,” he added.
Speaking about Motorola, Lloyd Mathias said, “I represent a client as well as the media itself. We have around 27 per cent penetration in India. Most of the phones today have GPRS connections and this has made connection to the Net far more accessible. It is how we adapt ourselves to the device. Besides being connected to office and family, it has several other purposes such as entertainment and commerce. As a matter of fact, most of the marketers have not accepted New Media.”
“However, if we take a look at what drives the digital medium, we find four elements in play – personalisation, expression, information or content, and vital capabilities. A major cause of concern is that there has not been much experimentation. However, it should come from all corners and not just marketers. Experimentation can help one reach one’s destination. The whole challenge is about how we evolve and how we use this medium. New Media is still new and specialists have to still evolve. Consumers are flirting and not really defining or creating these spaces, and the marketers are still from the analog world.”
Rohit Sharma stressed on the fact that it was a world of the digital consumer. He said, “The consumer today has become more prominent. Due to this the world has become more about personalisation. Consumers want to see only that content which they demand. Also, the language is changing and it is important for marketers to understand that language. Everyone has a story to tell, but the question is, can you reach all of them?”
“Another major innovation gaining ground these days is the ‘Adver Game’, where a person can create a monster from scratch. Therefore, what we need is the right platform that would enable our brand to position itself in a better manner,” he added.
Ravi Kiran pointed out, “Digitisation of life divides the world today – new digital TV, the Internet, and radio are much more than just mediums. Our world today has been digitalised and so are the relationships, as today smiles and winks can also be sent through the Internet. Browsing is a mantra and that is what we are living on; from Internet to everything in our lives, the world revolves around this one word.”
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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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