This is what India’s ad industry honchos want in 2010 – Part 1
With the onset of a new year there also come new hopes and wishes to be fulfilled in that year. We spoke to industry honchos to name their three wishes for this year and they came up with an interesting list of what they are looking forward to in 2010. Let’s hope the ‘Genie’ up there is listening to their wishes. Read on…
With the onset of a new year there also come new hopes and wishes to be fulfilled in that year. We spoke to industry honchos to name their three wishes for this year and they came up with an interesting list of what they are looking forward to in 2010. Let’s hope the ‘Genie’ up there is listening to their wishes. Read on…
Piyush Pandey, Executive Chairman and NCD, India and South Asia, O&M
My threes wishes for 2010 that I would want to put down are some serious issues that I think any industry leaders would be concerned about. They are:
• Industry needs to attract more talent. We all are aware of Indian talent but as an industry we need to motivate this pool of talent to get more and better work release…
• • Lastly and the most important wish, I would want to see India doing more advertising for the world and we are ready for it!
Prasoon Joshi, Executive Chairman, McCann Worldgroup India and Regional Creative Director, APAC, McCann Erickson. We need forums where we can exchange ideas and exchange our learnings. We need to make selective efforts to better the industry aiming to make India the next Madison Avenue. And lastly, though most important, is the fact that we are becoming more serious, instead we should have more fun.
KV Sridhar (Pops), NCD, Leo Burnett
My three wishes are less promo ads and more theme ads. We need more new media, integrated campaigns with great idea works that should be the mantra for 2010. Most importantly, agencies should be paid more and give us our right dues.Prathap Suthan, NCD, Cheil Worldwide, SW Asia
May India keep growing stronger. Everything that we do, and everything we plan in advertising is based and built on the trust we have in market. Because it’s the market that eventually buys into the work that we do, and subsequently makes our clients meet their forecasts and targets. I am happier than ever that India defanged the slowdown monster, and we are back to looking at investing for better times.May common sense come back stronger. On the face of it, it sounds like an affected wish. But trust me, these have been days when many of us would have run into barren lands where once rich waving heads of common sense flourished. All we had to do was hear the world’s financial deejays rock and roll the onset of bad times, and common sense resigned from the minds of many people. Not only did they kill the careers of many bright people, they have effectively reduced the talent in their own backyards. Besides making enough and more brainless decisions that will come back to ambush them. Hopefully hiring commonsense back will be priority.
May clients have more faith in their agencies. One of the most common diseases of these past uncertain times has been of clients who believed that the only panacea for their toothless advertising was sacking their agency and hiring a new one. While it could change fortunes occasionally, these have been unwise business tactics. I hope the New Year would have clients clearly see what’s best for their brand, and what’s the brightest way to get better ideas for their brand. Nothing works better than having an agency that’s loved by its client, and nothing’s worse than keeping an agency that’s petrified of its client.
Dhunji Wadia, Managing Partner, JWT
First, that Harry Potter performs an ‘Obliviate’ memory charm on all of us. That way, clients will forget how much they negotiated with their agencies in 2009 and agencies will forget how much they succumbed. Secondly, I hope Santa stays back after Christmas and shifts his focus to us poor adults in the New Year. Lastly, I hope that Pranab Mukherjee keeps smiling at us all through next year!
Bobby Pawar, Chief Creative Officer, Mudra Group
Invent a branded experience that acquires a life of its own and that grows on my consumer. Engage in meaningful mobile interaction that reaches out to the masses. Lastly, to create a workplace where people are encouraged to experiment a lot and do something so innovative that it surprises them as well.
Sandeep Pathak, Chief Executive Officer, Bates 141
Here goes my wish list. Reward – throw the excuse of the slowdown away once and for all and reward talent that has stuck with us through the last 24 months. Respect – get energies focused on creating more fame building work for the agency and our brands. So that it produces discontinuous results and makes both the agency and the brand famous. Rest – it’s been a crazy year personally and for a lot of colleagues, in terms of time spent in office. I would want to restore that balance back in 2010.
Sajan Raj Kurup, Chairman & Chief Creative Officer, Creativeland Asia
In the best interest of the marketers, may the practice of being forced to work with an internationally aligned network agency come to an end. In the best interest of advertising, may the agencies share ideas and collaborate more often. In the best interest of our country, may terror stay out of our land.
Kamal Basu, CEO, Saatchi & Saatchi
There are many wishes that I have for the year ahead, but if there were only three wishes for 2010 that I would be granted, they would be – I would not want 2009 to ever repeat itself. 2009 was a year that was never experienced before and hence, caught us unawares. We were ill-prepared for a tsunami that we mistook for a little wave. It is a miracle that we managed to keep our noses above water. Though I also believe that this year has been one of most learnings, be it people management, cost control and the power of strong client relationships.
Second wish is that we at Saatchi be at the forefront of New Media creative. It could be digital, online and mobile, but we should be a torch bearer. 2009 also strengthened my arms with Sourabh and Ramanuj joining Saatchi to partner me in Strategy and Creative. Together, we share a vision to put Saatchi on the New Media map. I sincerely wish that we have some showcase products in this space in 2010.
Lastly, it is my wish that I am in a position to suitably reward the team that stood by me through these tough times. Without their support we would be re-living the Titanic. In the same tone, I also wish that we can pay rich dividends to our clients who invested in us through the year.
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TOP STORIES
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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