Pitch CMO Summit: Digital is going to change the way marketers do their job: Puneet Anand
Anand, Senior General Manager & Group Head (Marketing), Hyundai Motor India, delivered a session on Going Digital: Transitioning From A Traditional Ecosystem at the Pitch CMO summit in Delhi on Friday
At the second edition of Pitch CMO Summit Delhi, Puneet Anand, Senior General Manager & Group Head (Marketing), Hyundai Motor India, delivered a session on Going Digital: Transitioning From A Traditional Ecosystem.
He stressed on how the automobile company, which entered the market in 1990s, has always adapted itself to the ongoing revolution in the digital space.
Anand started off the session saying, “Today, when we talk about marketing, we are talking about the transition from a typical marketplace to a new evolving place. If we don’t adapt to these changes and do not transit ourselves, we will probably lose a lot going forward.”
He further said, “In the automobile industry people call us a ‘transport solution provider’. Once upon a time, Hyundai was a car company, but in the last years, we have transformed ourselves from being a transport provider to a ‘future mobility’ provider.”
Speaking about the importance of campaign in building a brand, he illustrated, “Whenever we plan a campaign, there are three big questions that always strike our mind. First, what and how we want to speak to our audience. The second question is engagement; where our consumers are and how to engage with them. And the third is how our story reaches to the masses, to the right audiences.”
“When we talk about transitioning from a traditional ecosystem to a new generation platform, digital is one of the areas which is going to change the way marketers have been doing their job,” he added.
Sharing an example, Anand mentioned that 2018 was an important year because Hyundai’s first car Santro, which was first launched in 1998, made a comeback.
“A company which was unknown in 1998 became the buzz and our cars became the first choice in the last 20 years. So, we thought of doing something special on this occasion and we conceived a campaign called ‘20 years of Brilliant Moments’. We created an emotional connect with our consumers. The campaign not only became a trendsetter but also became one of Google’s case studies globally on most watch advertisement on digital. With the digital campaign, we got 500 million views during the launch month and 221 million unique users. As many as 84 million watched the complete video, and there was an addition of 544K subscribers. This was the strength of the campaign only on digital platform.”
Describing how the ‘20 years of Brilliant Moments’ campaign became a case study, he explained, “When we thought to measure the ROI of the campaign, the survey indicated that almost 30% recalled the ad and the brand perception was increased by 20%. No ATL or TV campaign can give you such kind of brand perception increase. Also, the purchase intent of the customers for a Hyundai product went up by 18%, and thus the campaign became a case study.”
“When you have a great story and a great engagement, there’s no way that you cannot succeed,” he told the audience.
Throwing lights on Hyundai’s new product, Anand said, “Our new product will create a history in consumer connect. The target audience of this new car is very different; it’s GenZ customers. It’s a human technology car, which not only gives you mobility but a great experience as well. We kicked off the campaign by educating the customers on connectivity. We have come up with a new innovation in our latest product, Blue Link Car Connected Technology. It will be the most practical, concrete and convenient technology available in the Indian market to make the customer’s life easy. We have undertaken all the measures across all our touch points to ensure that our customers can get a first-hand experience of it. As a brand, it’s our responsibility to give meaningful mobility to the customers. We will always be at the forefront to ensure that our communication, content, technologies and products will be there to support our customer not in transportation, but in terms of a very strong mobility solution provider.”
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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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