When it comes to mobile, the rights are a little strange. Neo may go on mobile, but it may vary from event to event. A football event may have a very different right structure from that of a badminton event. There would be a Neo on mobile, but it would be programmed very different from television. There would be extremely short formats or mix of different sports put together.

exchange4media Staff Feb 22, 2012 12:00 AM

Lifestyle as a category is worth almost $45 billion in India and is growing at 15 per cent every year. It is slated to touch $100 billion by 2015. We have been going through this transition for the last 12 months and are now a pure play e-commerce company, dealing with lifestyle products. The trend has worked well for us and we see ourselves growing to be the largest lifestyle e-commerce portal in the country. Our revenue is doubling every 4 to 5 months.

exchange4media Staff Feb 21, 2012 12:00 AM

Taking feed from Lok Sabha TV for a few minutes is alright and we are not raising any objections to that. But when you completely lift my content to get eyeballs on your channel, then it is not done. Lok Sabha TV’s USP is that it has exclusive rights to showcase the sessions in Parliament… So if you are taking content from my channel, you should pay for it.

exchange4media Staff Feb 17, 2012 12:00 AM

We are and will be the player who is ‘away from the herd’ in each city. But each city will have a formula of its own for success… In every market we will be distanced from the herd and will allow the ‘highest associative value’ to client brands. This makes us India’s most differentiated network and the only one that allows profiling of audiences.

exchange4media Staff Feb 16, 2012 12:00 AM

These are defining times for media AORs. While we are at the tipping point of digital media, convergence and 360 degree communication channel planning get any advertiser to talk and you will hear loud and clear ‘the industry is caught in a time warp’. So, the innovative ones will survive, the actions taken now will define the top players in the not so distant future.

exchange4media Staff Feb 10, 2012 12:00 AM

Every brand must communicate what it stands for, its promise, its relevance in the audiences’ life and times

exchange4media Staff Feb 7, 2012 11:00 PM

The development of digital has really changed the potential of Outdoor. The flexibility associated with digital (that is, day-part, interaction, posting…) has allowed clients far greater potential to use the medium for their needs. Also, the consolidation in ownership has created large global companies who then have the necessary investment to help continue such developments and help to optimise their potential. Both of these are still very new to the Indian market, and what digital developments have taken place seems to have lacked the correct investment – but I expect this to change in the very near future.

exchange4media Staff Feb 6, 2012 12:00 AM

I think agencies should not fool around with clients. Everyone in the industry is talking about a GDP growth of 5.6 per cent or 5.7 per cent. If there is a crisis, then we all need to adjust to that – agencies as well as clients. Clients have a certain budget, and agencies need to understand that. Hence, there needs to be far better co-operation between clients and agencies to tide over slowdown periods.

exchange4media Staff Feb 3, 2012 12:00 AM

We continue to invest in the best of innovations. Consumer trends change over a period of time... We made sure our products have deeper relationship with Facebook and Twitter, we're in partnerships with them. There's a huge amount of traffic coming in from social networks, which is incredibly important. We think social is not necessarily a destination, it's a behaviour. What we think about offline, we try to replicate it online. There are verticals, but behaviour is pervasive. As long as we help people create a social graph of their own and tap into it and share their content, that's an enriching experience.

exchange4media Staff Feb 2, 2012 12:00 AM

Today, it is very difficult to build PR based on personal relationships. In a sophisticated and a mature economy, you have to fill those relationships with something real, you have to create win-win scenarios, you have to package the information and help the journalists in making their job easier. You have to find relevance for your company in the media market place. Today, this is just as true in China as it is anywhere else in the world.

exchange4media Staff Feb 1, 2012 12:00 AM

<b>Jyotsna Chauhan:</b>While strategy is hygiene, Creative is our cutting edge product. In a highly competitive market today, it’s the creative which differentiates and sets the image of the brand and a brand is all about its image. Therefore, our impetus has always been on cutting edge creative – not the cutting edge creative that works on blank woods, but cutting edge work that builds value for brands both in terms of market share and mindshare. You can call us a mid-size agency with big size agency appetite, hunger and lust.

exchange4media Staff Jan 27, 2012 12:00 AM

If your advertising makes your target to fantasise about life with your brand, there is a much bigger chance of him trying it out. Great advertising makes your target consumers ‘lust’ for your brand. In fact, I think great advertising is ‘brand-porn’… Great advertising is a lasting investment and not an expense. Great advertising makes the product more valuable that it tangibly is. By this I mean, thanks to great advertising consumers are willing to pay more for a product because they see more value in it.

exchange4media Staff Jan 20, 2012 12:00 AM

If we look at media on the whole, we have paid media like banner ads, SEM; owned media like websites, Facebook channels; and finally, earned media where others talk about a brand based on the positive influence they have, which could be as a result of brand engagement, prizes, giveaways and so on. So IndiBlogger essentially plugs that gap where a brand sees that it needs more earned media, since it surely carries a lot more trust and credibility.

exchange4media Staff Jan 17, 2012 12:00 AM

We are operating at the premium level of the market, while Teacher’s Highland Cream is actually at the top end of the pecking order. We are playing up the inspirational value. We believe in offering the best and not necessarily at the least price, and that has been our effort; we have been very true to our quality. The consistent quality in the spirits, especially the Scotch, is the key to our success. Yes, Teacher’s has had its share of challenges, but has never compromised on its quality.

exchange4media Staff Jan 16, 2012 12:00 AM

Our strategy is convergent with what is going on in the client world. I just saw the IBM study, which interviewed 1,700 CMOs, and found the two biggest issues for CMOs are geography and technology. What I always talk about at JWT is that on both those counts, we need to lead into all the changes going on with technology because everything is happening very fast, especially in communication. Secondly, our strength is geography. By that I mean, we are well established in the mature markets, but we have deep roots in the fast growing markets, much more than our competitors.

exchange4media Staff Jan 13, 2012 12:00 AM

FMCG and television are the two major brand categories that advertise on radio. Apart from these, telecom is a growing industry that advertises on radio. At the local level, it’s the retail sector that advertises on radio in a big way. However, the real estate sector, which has been witnessing a negative trend, has not picked up well on radio. Apart from this, a lot of brand categories have increased their spends on the medium and have opted for radio in their media plans.

exchange4media Staff Jan 10, 2012 12:00 AM

<p align=justify><b>Arvind Wable:</b> The issue is that people see digital as a completely virtual world to connect with the consumer. I think the efficacy of the medium will become more visible and more meaningful if we connect digital with real, that is, connect digital with activation. We are trying to do exactly that through Aquila Experience and it has got tremendous traction from our clients. Aquila’s addition to strategic capability of Draftfcb Ulka is a force multiplier.</p>

exchange4media Staff Jan 6, 2012 12:00 AM

<p align=justify>Public Relations as an industry in India is growing, though in a fragmented and individualistic manner, rather than as a collective and industry-like manner. As a profession, PR continues to attract more scorn than appreciation… It has not yet managed to carve a brand unto itself, while it continues to provide invaluable inputs in building brands. Sans accolades, appreciation and awards, the profession continues to trudge the less treaded path to success.</p>

exchange4media Staff Jan 5, 2012 12:00 AM

With rapid economic growth and an increasing number of talented and influential business leaders, India has long been a strategic market for Financial Times. The launch of the Indian mobile applications are in line with FT’s global digital strategy and a key step for FT to further target the country’s top business community. Intersecting subscription offers with quality market content is what we give our rich reader base.

exchange4media Staff Dec 30, 2011 12:00 AM

If you look at examples from the world, it’s the Walmarts who call the shots for stock markets in those countries. If they can do it, we can do it as well. We can do wonders if we have patience and the confidence in us. Indian retail is contributing 22 per cent to the GDP, 6 per cent from the employment front. Retail is set to create more employment opportunities than any other. International brands are also looking forward to come into India, so it is the right time to be in this space.

exchange4media Staff Dec 28, 2011 12:00 AM