Outdoor today is being seen as much better organised than what it used to be a decade back. Delhi itself has had some kind of regulation coming into effect, which has helped the cause of outdoor advertising. I don’t think the government is being negligent about it, but I would say they are waking up to the fact that outdoor could be a great revenue earner for them. At the end of the day, media owners have to self regulate if this business has to survive long enough and move towards becoming a more organised and professional industry.

exchange4media Staff May 10, 2010 12:00 AM

We want Media Direction to be among the top five players within three years. India is a very competitive market, therefore, to accomplish our goals we have to be better than the competition. Being as good won’t be good enough. We will get the right people and the right structure to move forward. Growing in this market is account by account and day by day.

exchange4media Staff May 7, 2010 12:00 AM

There is still room for good creative talent to move from traditional to digital space, there is still significant room for creative and technology to marry each other and come with a solution which is really cutting edge. There is also room for brighter, younger talent to come here, because the time is right. Somewhere towards November-December-January, things have corrected themselves, so now is the time if you really want to play on this growth graph and go further.

exchange4media Staff Apr 30, 2010 12:00 AM

What happened with the West in the Internet sphere will happen to mobile in countries like India, and the opportunity and value is immense for advertisers through reach and engagement in a way no other medium can. So, I believe that mobile will emerge as one of the biggest new advertising medium in India and in other emerging markets.

exchange4media Staff Apr 29, 2010 12:00 AM

As the science of influence, public relations plays a central role in building and sustaining corporate reputation through powerful communication of a company’s good work. As we look forward into 2010 and beyond, we will see public relations being leveraged far beyond traditional press relations to enable deep stakeholder engagement on a sustained basis, forming a key to protecting and enhancing corporate reputation.

exchange4media Staff Apr 26, 2010 12:00 AM

<p align=justify>The smart planner has narrow-casted his plans. Another good thing that had happened in the industry was the downturn, as everyone started looking at things in a more critical way and at their spends too… We have been able to increase the ad rates even in the slowdown. The way things are going, you can only expect to see better platforms, better service and better distribution structure.

exchange4media Staff Apr 23, 2010 12:00 AM

Unlike adults, whose preferences and entertainment needs are largely set, kids’ preferences and content affinities are constantly evolving, based on their experiences, exposure levels and influences. It is a delightful challenge to provide engaging, inclusive and responsible content to kids at varying life stages in the 4-14 year age group. Their entertainment needs are naturally varied, and with the three channels that we have, it is something that we aim to satiate.

exchange4media Staff Apr 20, 2010 12:00 AM

In an industry characterised by a low level of differentiation, it is imperative that the major players strive to create perceptual brand differentiation among the potential target group. To create a higher involvement among the consumers while purchasing a pen, it is essential for pen companies to advertise the PODs (USP) of the product and the brand overall.

exchange4media Staff Apr 19, 2010 12:00 AM

<p align=justify>We are still cautious from a regional perspective, but from the MEC perspective, both regionally and globally, we firmly believe in our proposition and our core positioning in the market place. It has not been a good 12-15 months, but I think we have come out of it stronger, we have got a good senior management in place across Asia and consistency is what people are looking for, so we are feeling positive about the whole thing.

exchange4media Staff Apr 16, 2010 12:00 AM

<p align=justify>The framework of traditional media is based on interruption, like a commercial on TV. Social media is about amplification. It’s also an incredible form of listening. People are engaged in millions of conversation and they are leaving the records of the conversation. If you are marketing a product, the idea is not to insert yourself in the middle of a conversation. Correcting untrue information and disseminating knowledge of your product that is relevant to a conversation is where one can interrupt. It’s just interesting to watch what people have to say about your brand.

exchange4media Staff Apr 9, 2010 12:00 AM

Most clients and talent tend to think we are a close-ended organisation. Hence, it does make us work doubly hard to convince our prospective clients and employees that we are a normal brand communications organisation with a worldview on the issues at hand and also their solutions. As a matter of fact, we are far more innovative in approaching solutions in a practical sense.

exchange4media Staff Apr 2, 2010 12:00 AM

The first challenge I see for the Indian radio industry is the music royalty issue, if you get this sorted out, a lot will happen automatically. At the end of the day, I feel that I work 50 per cent for my company and another 50 per cent for the music company. The first thing we need to do is to fight together and remain united.

exchange4media Staff Apr 1, 2010 12:00 AM

Indian creative is lacking in new blood... hopefully, the (creative) independents will have the same effect here as they’ve had everywhere else – that is, break some conventions and inject some fresh energy into the proceedings.

exchange4media Staff Mar 26, 2010 12:00 AM

<p align=justify>I don’t know any holding company that honours India like Omnicom does. They call APAC, Asia, SE Asia, we call it India. Even my card mentions APIMA, which basically means Asia Pacific India Middle East Africa. Although that in itself might not mean a big deal, but I do believe that it’s the path that counts. Japan and China are investing in India in a big way, but you don’t see that unless you are looking at the region way differently. Our vision is not of the vision of the present, but of where we see things going in the future. It is estimated that by 2025, India will be the second largest economy and that to my understanding merits being paid attention to.

exchange4media Staff Mar 19, 2010 12:00 AM

BTL reaches out to the (targeted) audiences that count. While in ATL, you count the (mass) audiences that you manage to reach. In this characteristic lies the intrinsic value that BTL brings to a marketeer. While BTL has certainly gained ground, brands are far from leveraging its true potential, especially of being able to use all consumer ‘living points’… The biggest learning is to keep believing in your point of view, your product, your clients and your people, and apply harder.

exchange4media Staff Mar 12, 2010 12:00 AM

The radio industry needs to ask itself the question as to why the listenership has declined. My point is that if you want to increase listenership in radio, you will have to increase the number of FM stations in the city. In our country, we need to create supply, because when you create supply, you also create demand as we are a starved economy. Hence, when you launch 20 more channels in Mumbai, then you will see that the 70 lakh reach that we see in Mumbai will go up to 150 lakh, but if you have only six private operators, from 70 lakh it will come down to 60 lakh. Therefore, I am not surprised at the decline in listenership. The industry should not appear worried about the decline in listenership. The fact is that we have to get our priorities right.

exchange4media Staff Mar 12, 2010 12:00 AM

<p align=justify>I don’t know any holding company that honours India like Omnicom does. They call APAC, Asia, SE Asia, we call it India. Even my card mentions APIMA, which basically means Asia Pacific India Middle East Africa. Although that in itself might not mean a big deal, but I do believe that it’s the path that counts. Japan and China are investing in India in a big way, but you don’t see that unless you are looking at the region way differently. Our vision is not of the vision of the present, but of where we see things going in the future. It is estimated that by 2025, India will be the second largest economy and that to my understanding merits being paid attention to.

exchange4media Staff Mar 12, 2010 12:00 AM

<p align=justify>I don’t know any holding company that honours India like Omnicom does. They call APAC, Asia, SE Asia, we call it India. Even my card mentions APIMA, which basically means Asia Pacific India Middle East Africa. Although that in itself might not mean a big deal, but I do believe that it’s the path that counts. Japan and China are investing in India in a big way, but you don’t see that unless you are looking at the region way differently. Our vision is not of the vision of the present, but of where we see things going in the future. It is estimated that by 2025, India will be the second largest economy and that to my understanding merits being paid attention to.

exchange4media Staff Mar 12, 2010 12:00 AM

<p align=justify>I don’t know any holding company that honours India like Omnicom does. They call APAC, Asia, SE Asia, we call it India. Even my card mentions APIMA, which basically means Asia Pacific India Middle East Africa. Although that in itself might not mean a big deal, but I do believe that it’s the path that counts. Japan and China are investing in India in a big way, but you don’t see that unless you are looking at the region way differently. Our vision is not of the vision of the present, but of where we see things going in the future. It is estimated that by 2025, India will be the second largest economy and that to my understanding merits being paid attention to.

exchange4media Staff Mar 12, 2010 12:00 AM

International brands having the fire power are going with high decibel advertising – largely product or promo centric. We view the competition’s communication as an effort that will grow the market in India for the Quick Service Restaurant category.

exchange4media Staff Mar 2, 2010 12:00 AM