Pitch Madison Advertising Report 2017: Embracing responsible advertising will help brands in the long run: Shantanu Khosla, Crompton Greaves Consumer Electricals
Shantanu Khosla, MD, Crompton Greaves Consumer Electricals Limited, on responsible advertising and why it is time for industries to recognise its importance
At the unveiling of the Pitch Madison Ad Report 2017 yesterday, Shantanu Khosla, MD, Crompton Greaves Consumer Electricals Limited, graced the occasion as the chief guest. In his address, he stressed on the importance of responsible advertising. He felt that with the reach and the breadth of the messages developed advertising can have a huge impact not just on the brands but also on society as a whole. Khosla also observed how the industry often overlooks the ‘the extent of its impact.’ He said, “Unfortunately we are caught up with our day to day work pressure and I often see that we take the responsibility somehow as a constraint to create effective ideas. I believe in recognising and embracing responsible advertising and it will spark off even greater creativity and stronger ideas, helping the brand in the long run.”
In the same context he touched upon two areas: truthfulness in advertising and learnings and reinforcement of advertising on existing societal beliefs and behavioural norms. Elucidating on the former, Khosla believes that all advertising should strive to be truthful because it makes good business sense. He has noticed an increasing skepticism among consumers which he terms as ‘dangerous.’
“There is trust deficit. It’s our responsibility to address that. The goal is to create a long term loyal consumer and advertising is the key way to do it. We want to create strong brand equity, which will stand the test of time, after all, great brands last and create value in a couple of years, frankly for generations (to come). It’s all about creating powerful relationships between consumers and brands. But the real goal is the long-term regular relations with that loyal satisfying customer that stand the test of time,” he said.
Khosla also emphasised on building trust as consumers need to believe that the brand is working on making their life better. At this juncture, he explained how being truthful is relevant for advertising, “To build this trust the truth is absolutely essential. It is the foundation. This becomes even more important in today's fast- changing world where people are bombarded with messages. Consumers are looking for brands they can rely on to make simple and obvious shopping choices.”
Khosla then emphasised on how it’s equally important to recognise that advertising also helps create new norms in behaviour, not only leveraging but also at times strengthening how we are today by creating a leeway on how we will be tomorrow. He said, “This is a huge impact and power that advertising has and with it comes responsibility.”
At this point Khosla took a trip down memory lane enlightening the audience on how he convinced Doordarshan with relevant data and benefits of sanitary napkins (for women’s health) to advertise Whisper on television at a time when sanitary napkins was considered taboo. They accomplished to do that despite severe restrictions (including no-show of the product). He compared it with today’s scenario and explained his second point, as he added, “Today consumers find advertising of sanitary napkins normal. In fact, the government has a number of programs to further drive its usage. Whisper became the market leader and continues to grow till date. So it’s important for us to be aware that advertising can also strengthen the existing beliefs in behavioural norms. It’s said that people see behavioural being exhibited on advertising; it gives them justification to continue to behave that way. As advertisers we have a lot more broader impact than we often realise. It takes courage to use this power and bring positive change.”
Though impressed with the trends in this area when it comes to women empowerment, safety on the roads and general nutrition, Khosla pointed out that most changes are brought upon by external pressure and regulations. He went on to drive home his point that despite all the pressures and constraints, the industry should embrace this responsibility to see the powerful impact of advertising, as he said, “Our work collectively is far more important and has far greater impact than we ourselves realise. It’s important especially in a young transforming country like India.”
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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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