P&G's Shantanu Khosla on rewiring the thinking pattern
P&G India CEO Shantanu Khosla engages Godrej Group’s Tanya Dubash, Vu Technologies’ Devita Saraf and ABP’s Aritra Sarkar on how the leaders of tomorrow should market to the New India.
India has changed, so says every big marketer or brand builder before presenting a case on why marketers need to relearn everything ever taught in schools, if they have to begin a meaningful conversation with the new age consumer.
P&G India’s CEO Shantanu Khosla chose a similar line in establishing the emergence of a new India and the new India consumer. He observed, “Marketing once was quite simple. All one needed was to ensure they had a spot in ‘Chitrahaar’ and one in ‘Mahabharata’ and they were done for the year. But things have changed, thankfully. And with it, it has opened a whole plethora of opportunities. Today, it would be difficult to find any company – global or Asian or Indian – that is not viewing the Indian consumer as a critical opportunity for the future. It is our responsibility to maximise this opportunity, not only for our business but for truly improving the lives of our consumers. That is an onerous responsibility, one which if we can fulfill, we are headed into a wonderful future.”
Khosla explained the road ahead meant a new way of looking at communication with the consumer. A thought reiterated by Tanya Dubash, Executive Director & President (Marketing) for the Godrej Group, when she said that the road ahead was for brands that were ready to reinvent themselves.
Dubash said, “The 4Ps don’t cut it anymore. Brands that are willing to evolve, that can respect tradition and break convention and that draw their learning from a rounded experience coming from academia, business and the creative world, are the ones that can engage the new Indian consumer. Marketers should engage consumers through multiple forms today and they should be equipped to deliver to new India. Learning ecosystems is more important today than it was before.”
She explained that collaboration was the new keyword because reaching out to other companies was critical to reaching out to the future. An important communication tool for Dubash was co-creating with consumers and she cited the example of GoJiyo to illustrate how Godrej Group managed to integrate social network and gaming in a digital platform bringing in Godrej's range of products. Dubash reiterated the role that emotions can play in communication. She said, “Emotions is the killer app. Consumers today are looking for a smart brand with a heart that can deliver performance with purpose.”
But marketing is not only about building brands, but about building businesses. Devita Saraf, CEO Vu Technologies argued that the question is not be about marketing to a new India but selling to a new India. Saraf had five-point rule, which she thought defined the wise marketer of tomorrow. She said, “Get Personal and reach the customer before competition. The new age consumers don’t listen to ambassadors or brands as much as they listen to “knowers”, the elusive community, which largely comprises friends and colleagues. Endorsements should come from users of products, especially for high end products.”
An interesting advice from her, in this 5-point list was to make below-the-line 50 per cent of one’s marketing budget. She said, “Co-branding, activation, events, contests require a lot of work but they can click much better than traditional advertising.”
Saraf also said that brands should invest in online ads but should not waste money there. She said, “Today everyone thinks they are a social media expert but has anyone really cracked what social media is. If you don’t have Facebook page, don’t worry, you have not missed a bus.”
Another noteworthy point from her was “don't waste money on brand ambassador!” Saraf contested that the best brand ambassador in the world was Steve Jobs. Consumers today want to see the company than a facade in front of it. Closer to home, the best example of a great brand ambassador was Vijay Mallya.
Saraf reiterated on the need to hire younger people and to hire people from a brand’s TG to know the brand’s TG better. She said, “The new age consumer is Lalita ji in skinny jeans. She is smart and you cannot fool her, and she has a nanosecond for you. Ensure that your message is simple and to the point because the customer doesn't care about marketing.”
ABP’s Aritra Sarkar agreed with this too. His view in fact was that consumers across the world are similar, and that this was true for India too. But there were some changes in the marketplace itself that a brand builder must be aware of. Aritra observed that in the last many years, the thought process of marketing only to the big cities had moved to marketers casting a wider net, and that meant the emergence of a newer kind of consumer. Also, the new India has far greater confidence in Indian-ness, and it was important for a marketer to recognise and address that.
Aritra emphasised, “New types of consumers are emerging with newer markets opening up and the age-old cut of age, income, education is not good enough anymore. Marketers have to go far deeper in the consumer’s values, attitude and culture.”
The speakers were at the 11th CII Annual Marketing Summit, hosted in Mumbai on March 31, 2011, which was the first day of the Summit. This edition was chaired by Madison World Chairman and Managing Director Sam Balsara.
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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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