ITV

Category: Brands

  • Brands need to stay relevant, contemporary: Experts

    Brands need to stay relevant, contemporary: Experts

    NEW DELHI: “Nonsense”. That was the terse reaction of Jaya Bachchan – actor and now a member of the Parliament – to a question by the ebullient ad wizard Suhel Seth on whether she agreed that brand ambassadors should be held responsible for the brands they represent.

    Later, asked to elucidate, she told indiantelevision that she had already said that it was “nonsense.”

    Speaking at a session on the business of brand-building at FICCI’s 89th Annual General Meeting, Bachchan said that individuals were brands too, and they added value to the products and services which they endorsed to bring authentication.

    (The Parliamentary Standing Committee on Consumer Affairs had, in its review of the Consumer Protection Bill pending in the Parliament, stated earlier this year that stringent provisions may be made to fix liability on endorsers/celebrities as misrepresentation of a product, especially a food product, should be taken very seriously considering the influence of celebrities and high net-worth individuals or companies. It said the existing laws are not deterrent enough to discourage manufacturers or publishers from using such personalities for misleading advertisements.)

    Meanwhile, it was generally agreed that brands need to stay relevant and contemporary to the consumers to succeed. Experts agreed that brands need to create an experience by creating an emotional connect with the end-user (consumer); lest they cease to exist.

    “Brand is an idea that is in the head today,” said SKA Advisors chairman and former Britannia Industries CEO Sunil Alagh said. “The idea needs to be consistent, and remain contemporary.”

    According to Alagh, brands were not companies or products, a view that Bachchan disagreed with. But, Alagh, giving an example, said the ‘Angry young man’ as an idea was more relevant as an idea, and not Amitabh Bachchan or any other actor.

    Alagh said that brands had various stakeholders of late, and, most importantly, consumers were lately getting more information and react about the brand on social media.  He added that the stakeholders looked for an experience with the brand in the contemporary scenario.

    Coca-Cola India and south-west Asia president Venkatesh Kini said that a brand was not just an idea but it had to be embodied in a product. “A brand is a product, package and logo,” Kini who leads the 130-year old brand in the region said, and added that a brand might or might not require a celebrity to authenticate its product.

    “Consumers are taking ownership of brands, and companies are now looking at co-creating and co-owning the brand,” Kini added.

    Seth said that the idea was known if it keeps changing and remained contemporary. Reacting to the issue of brand ambassadors, he said that brand suffered if something happens to the celebrity endorsing it.

    Also read

    Brand ambassadors equally responsible for misleading ads,can be penalised: Parliamentary Committee

  • Brands need to stay relevant, contemporary: Experts

    Brands need to stay relevant, contemporary: Experts

    NEW DELHI: “Nonsense”. That was the terse reaction of Jaya Bachchan – actor and now a member of the Parliament – to a question by the ebullient ad wizard Suhel Seth on whether she agreed that brand ambassadors should be held responsible for the brands they represent.

    Later, asked to elucidate, she told indiantelevision that she had already said that it was “nonsense.”

    Speaking at a session on the business of brand-building at FICCI’s 89th Annual General Meeting, Bachchan said that individuals were brands too, and they added value to the products and services which they endorsed to bring authentication.

    (The Parliamentary Standing Committee on Consumer Affairs had, in its review of the Consumer Protection Bill pending in the Parliament, stated earlier this year that stringent provisions may be made to fix liability on endorsers/celebrities as misrepresentation of a product, especially a food product, should be taken very seriously considering the influence of celebrities and high net-worth individuals or companies. It said the existing laws are not deterrent enough to discourage manufacturers or publishers from using such personalities for misleading advertisements.)

    Meanwhile, it was generally agreed that brands need to stay relevant and contemporary to the consumers to succeed. Experts agreed that brands need to create an experience by creating an emotional connect with the end-user (consumer); lest they cease to exist.

    “Brand is an idea that is in the head today,” said SKA Advisors chairman and former Britannia Industries CEO Sunil Alagh said. “The idea needs to be consistent, and remain contemporary.”

    According to Alagh, brands were not companies or products, a view that Bachchan disagreed with. But, Alagh, giving an example, said the ‘Angry young man’ as an idea was more relevant as an idea, and not Amitabh Bachchan or any other actor.

    Alagh said that brands had various stakeholders of late, and, most importantly, consumers were lately getting more information and react about the brand on social media.  He added that the stakeholders looked for an experience with the brand in the contemporary scenario.

    Coca-Cola India and south-west Asia president Venkatesh Kini said that a brand was not just an idea but it had to be embodied in a product. “A brand is a product, package and logo,” Kini who leads the 130-year old brand in the region said, and added that a brand might or might not require a celebrity to authenticate its product.

    “Consumers are taking ownership of brands, and companies are now looking at co-creating and co-owning the brand,” Kini added.

    Seth said that the idea was known if it keeps changing and remained contemporary. Reacting to the issue of brand ambassadors, he said that brand suffered if something happens to the celebrity endorsing it.

    Also read

    Brand ambassadors equally responsible for misleading ads,can be penalised: Parliamentary Committee

  • Future Group unveils ‘Free Shopping Weekend’

    Future Group unveils ‘Free Shopping Weekend’

    MUMBAI: Brand Factory over the years has created many successful promos. Despite being on sale 365 days of the year they wanted to break the stereotype of a typical Sale which happens during this period. The need of the hour was to create a big day/s for shopping, increase awareness and establish a property as unique and unprecedented. We were actually offering Free Shopping to customers apart from giving them a flat 60 per cent discount.

    Future Group Brand Factory CMO Roch D’souza said, “While each offer from Brand Factory is in itself a big deal, we wanted to create a campaign that will be direct and yet communicate the bigness of the offer. As we offer 20-70 per cent discount throughout the year, this was the biggest deal that Brand Factory or any retailer has ever offered to consumers. We believe that the campaign will be an iconic property that shoppers will remember for a long time. As a brand we have made big promises and have always delivered on the promises. Our offers are transparent and the proposition is delivered at the stores. Even in the Free Shopping Weekend, we are returning more than 100 per cent to the customer.”

    DDB Mudra Group EVP & business partner Karma Sanjay Panday added, “The films are based on the typical consumer behaviour of how consumers get excited about small discounts and offers while shopping online or at a retail store when they feel they have done something very smart by grabbing the best deals. The idea was to make them realize that they can actually get it free instead of looking for discounts or offers at Brand Factory ‘Free Shopping Weekend.’ We took this insight and weaved it into 2 interesting daily life situations, ‘Boss Ji Ka Chamcha’ and ‘Love Gifts’ where both the protagonists behave as if they have grabbed a smart discount/offer only to make them realize their folly later that they could have got all of it for free. Thus the campaign idea of ‘Mauka hai smart bano.’”

  • Future Group unveils ‘Free Shopping Weekend’

    Future Group unveils ‘Free Shopping Weekend’

    MUMBAI: Brand Factory over the years has created many successful promos. Despite being on sale 365 days of the year they wanted to break the stereotype of a typical Sale which happens during this period. The need of the hour was to create a big day/s for shopping, increase awareness and establish a property as unique and unprecedented. We were actually offering Free Shopping to customers apart from giving them a flat 60 per cent discount.

    Future Group Brand Factory CMO Roch D’souza said, “While each offer from Brand Factory is in itself a big deal, we wanted to create a campaign that will be direct and yet communicate the bigness of the offer. As we offer 20-70 per cent discount throughout the year, this was the biggest deal that Brand Factory or any retailer has ever offered to consumers. We believe that the campaign will be an iconic property that shoppers will remember for a long time. As a brand we have made big promises and have always delivered on the promises. Our offers are transparent and the proposition is delivered at the stores. Even in the Free Shopping Weekend, we are returning more than 100 per cent to the customer.”

    DDB Mudra Group EVP & business partner Karma Sanjay Panday added, “The films are based on the typical consumer behaviour of how consumers get excited about small discounts and offers while shopping online or at a retail store when they feel they have done something very smart by grabbing the best deals. The idea was to make them realize that they can actually get it free instead of looking for discounts or offers at Brand Factory ‘Free Shopping Weekend.’ We took this insight and weaved it into 2 interesting daily life situations, ‘Boss Ji Ka Chamcha’ and ‘Love Gifts’ where both the protagonists behave as if they have grabbed a smart discount/offer only to make them realize their folly later that they could have got all of it for free. Thus the campaign idea of ‘Mauka hai smart bano.’”

  • Videocon bags National Energy Conservation Award 2016

    Videocon bags National Energy Conservation Award 2016

    MUMBAI: Videocon, the leading consumer electronic and home appliances company, today added another feather to its cap by winning the first prize for Best Manufacturer of BEE Star Labelled Appliances, in the Air Conditioner category, at the National Energy Conservation Award – 2016. This is the second time in a row that the brand has been awarded the most energy efficient brand. Last year during the award ceremony, Videocon bagged the first prize for the refrigerator category. The award aims at giving national recognition to companies who have made significant contributions in creating awareness towards and production of energy efficient appliances.

    Highlighting Videocon’s energy efficient products and practices Videocon Chief Manufacturing and Procurement Officer Abhijit Kotnis said, “It is a moment of pride for all of us at Videocon. We have always worked towards creating high quality and energy efficient Air Conditioners, and it seems that our focus on high-end products has paid off. Videocon extends its sincere appreciation towards the trust of its customers. The award surely would not have been possible without the hard work that the team at Videocon has put in.”

    “We are truly honoured to receive the National Energy Conservation Award for the second time in a row. As a responsible Indian manufacturer, we understand the importance of conserving energy for a brighter and better tomorrow, and that is exactly what this award also encourages us all to do. It is our endeavour to achieve the highest energy standards for our products and for that we relentlessly adhere to best practices. Videocon’s focus is always on the high-end products, and hence products like the BEE-certified 5 star range of Air Conditioners will always remain on of the brand’s key strengths,” Videocon Head of Technology and Innovation Akshay Dhoot.

    Organised by the Bureau of Energy Efficiency, the award ceremony was held in the capital on the occasion of National Energy Conservation Day. Minister of State (I/C) for Power, Coal, New and Renewable energy & mines, Shri Piyush Goyal presented the awards to all the winners. The award is presented annually by the ministry of power, Government of India.

  • Videocon bags National Energy Conservation Award 2016

    Videocon bags National Energy Conservation Award 2016

    MUMBAI: Videocon, the leading consumer electronic and home appliances company, today added another feather to its cap by winning the first prize for Best Manufacturer of BEE Star Labelled Appliances, in the Air Conditioner category, at the National Energy Conservation Award – 2016. This is the second time in a row that the brand has been awarded the most energy efficient brand. Last year during the award ceremony, Videocon bagged the first prize for the refrigerator category. The award aims at giving national recognition to companies who have made significant contributions in creating awareness towards and production of energy efficient appliances.

    Highlighting Videocon’s energy efficient products and practices Videocon Chief Manufacturing and Procurement Officer Abhijit Kotnis said, “It is a moment of pride for all of us at Videocon. We have always worked towards creating high quality and energy efficient Air Conditioners, and it seems that our focus on high-end products has paid off. Videocon extends its sincere appreciation towards the trust of its customers. The award surely would not have been possible without the hard work that the team at Videocon has put in.”

    “We are truly honoured to receive the National Energy Conservation Award for the second time in a row. As a responsible Indian manufacturer, we understand the importance of conserving energy for a brighter and better tomorrow, and that is exactly what this award also encourages us all to do. It is our endeavour to achieve the highest energy standards for our products and for that we relentlessly adhere to best practices. Videocon’s focus is always on the high-end products, and hence products like the BEE-certified 5 star range of Air Conditioners will always remain on of the brand’s key strengths,” Videocon Head of Technology and Innovation Akshay Dhoot.

    Organised by the Bureau of Energy Efficiency, the award ceremony was held in the capital on the occasion of National Energy Conservation Day. Minister of State (I/C) for Power, Coal, New and Renewable energy & mines, Shri Piyush Goyal presented the awards to all the winners. The award is presented annually by the ministry of power, Government of India.

  • Create a sonic identity which reflects brand emotion: BrandMusiq’s Raja

    Create a sonic identity which reflects brand emotion: BrandMusiq’s Raja

    MUMBAI: The International Advertising Association (IAA) India Chapter’s Young Turks Forum hosted Rajeev Raja, Founder & Soundsmith, BrandMusiq at the fourth session of the Advertising and The 5 Senses series, presented by MTV India.

    The ‘Advertising and The 5 Senses’ series highlights the importance of using all our five senses in advertising, as opposed to only visual (sight “print advertising”) or audio (sound “Radio”). The series presents sessions by industry experts with a background in each of the 5 senses – Taste, Sound, Sight, Smell and Touch so the audience could learn about the nuances of these senses as they relate to communication and together add immense value.

    As part of session on ‘Sound’ Rajeev Raja delivered an insightful lecture to demonstrate the power of sound in advertising. Creator of the concept of MOGO or ‘musical logo’, Raja shared examples of how sound has the ability to evoke images, emotions and even trigger memories and therefore stressed on the need to create a sonic identity which reflects the emotion of the brand.

    Speaking about the event, Rajeev Raja commented, “I enjoyed demonstrating the whole design of sound. Designing sound for a brand is something that is going to be absolutely evoked by the time they graduate and come out. Thanks to International Advertising Association I got this opportunity to spend some time with young kids and it was truly fantastic.”

    The previous events under the series included a session consisting of a conversation between Chef Sanjeev Kapoor and Roshni Bajaj. Sanjeev Kapoor spoke about the importance of all five senses coming together to make the food experience wholesome. Amit Sarda, MD, Soulflower hosted the second session describing the role played by olfactory senses in aromatizing and augmenting experiences. Gaelle Carbonneil, Brand Manager, Clinique highlighted the role of sight and brand aesthetics in advertising.

    The International Advertising Association is the world’s only globally-focused integrated advertising trade association with membership representing Advertising agencies and the Media. The IAA comprises Corporate Members, Organizational Members, Educational Affiliates, as well as 56 Chapters with individual members and young professionals from 76 countries including the top 10 economies in the world. lAA is over 75 years’ old and is headquartered in New York.

  • Create a sonic identity which reflects brand emotion: BrandMusiq’s Raja

    Create a sonic identity which reflects brand emotion: BrandMusiq’s Raja

    MUMBAI: The International Advertising Association (IAA) India Chapter’s Young Turks Forum hosted Rajeev Raja, Founder & Soundsmith, BrandMusiq at the fourth session of the Advertising and The 5 Senses series, presented by MTV India.

    The ‘Advertising and The 5 Senses’ series highlights the importance of using all our five senses in advertising, as opposed to only visual (sight “print advertising”) or audio (sound “Radio”). The series presents sessions by industry experts with a background in each of the 5 senses – Taste, Sound, Sight, Smell and Touch so the audience could learn about the nuances of these senses as they relate to communication and together add immense value.

    As part of session on ‘Sound’ Rajeev Raja delivered an insightful lecture to demonstrate the power of sound in advertising. Creator of the concept of MOGO or ‘musical logo’, Raja shared examples of how sound has the ability to evoke images, emotions and even trigger memories and therefore stressed on the need to create a sonic identity which reflects the emotion of the brand.

    Speaking about the event, Rajeev Raja commented, “I enjoyed demonstrating the whole design of sound. Designing sound for a brand is something that is going to be absolutely evoked by the time they graduate and come out. Thanks to International Advertising Association I got this opportunity to spend some time with young kids and it was truly fantastic.”

    The previous events under the series included a session consisting of a conversation between Chef Sanjeev Kapoor and Roshni Bajaj. Sanjeev Kapoor spoke about the importance of all five senses coming together to make the food experience wholesome. Amit Sarda, MD, Soulflower hosted the second session describing the role played by olfactory senses in aromatizing and augmenting experiences. Gaelle Carbonneil, Brand Manager, Clinique highlighted the role of sight and brand aesthetics in advertising.

    The International Advertising Association is the world’s only globally-focused integrated advertising trade association with membership representing Advertising agencies and the Media. The IAA comprises Corporate Members, Organizational Members, Educational Affiliates, as well as 56 Chapters with individual members and young professionals from 76 countries including the top 10 economies in the world. lAA is over 75 years’ old and is headquartered in New York.

  • Amazon, Tata Housing tie up for Rio-De-Goa

    Amazon, Tata Housing tie up for Rio-De-Goa

    MUMBAI: Tata Housing, one of India’s leading real estate companies, announced its partnership with amazon for an exclusive scheme on Rio-De-Goa. The company has launched limited 1BHK – 3BHK units in Rio-De-Goa starting 39 lacs. This unique invite code would ensure and allow customers to login on 21 December and book these limited homes on a first come first basis. Spread across five acres, Rio-De-Goa is a premium resort themed residential project currently offering 1 BHK, 2BHK and 3BHK homes. It is strategically located, in close proximity to the Goa International Airport at Dabolim and only 4-5 km from Bogmalo beaches.

    Tata Housing AVP – Sales & Marketing Rajeeb Dash said, “Rio-De-Goa is designed keeping in mind the resplendent beauty of Goa and the association of leisure with the location.”

    Tata Housing pioneered the concept of online home buying in India when it partnered with The Great Online Shopping Festival by Google in December 2013.Tata Housing maintains a complete transparency in all its transactions and the consumer has an option to go through the entire project on the YouTube page and the website. Apart from that he/she can also speak to the customer care to clarify any doubts with regards to the project.

    Tata Housing has listed all its projects online spanning affordable, premium and luxury segments. The company has 29 projects with around 70 million sq. ft. under various stages of development at 13 locations across the country.

  • Amazon, Tata Housing tie up for Rio-De-Goa

    Amazon, Tata Housing tie up for Rio-De-Goa

    MUMBAI: Tata Housing, one of India’s leading real estate companies, announced its partnership with amazon for an exclusive scheme on Rio-De-Goa. The company has launched limited 1BHK – 3BHK units in Rio-De-Goa starting 39 lacs. This unique invite code would ensure and allow customers to login on 21 December and book these limited homes on a first come first basis. Spread across five acres, Rio-De-Goa is a premium resort themed residential project currently offering 1 BHK, 2BHK and 3BHK homes. It is strategically located, in close proximity to the Goa International Airport at Dabolim and only 4-5 km from Bogmalo beaches.

    Tata Housing AVP – Sales & Marketing Rajeeb Dash said, “Rio-De-Goa is designed keeping in mind the resplendent beauty of Goa and the association of leisure with the location.”

    Tata Housing pioneered the concept of online home buying in India when it partnered with The Great Online Shopping Festival by Google in December 2013.Tata Housing maintains a complete transparency in all its transactions and the consumer has an option to go through the entire project on the YouTube page and the website. Apart from that he/she can also speak to the customer care to clarify any doubts with regards to the project.

    Tata Housing has listed all its projects online spanning affordable, premium and luxury segments. The company has 29 projects with around 70 million sq. ft. under various stages of development at 13 locations across the country.