Category: Specials

  • Indian Digital BrandFest 2023: Role of Emerging Media in the Programmatic World

    Indian Digital BrandFest 2023: Role of Emerging Media in the Programmatic World

    Mumbai: The 3rd edition of Indian Digital BrandFest 2023 kicked off and had brands, advertisers, and tech platforms discuss all these trends and more. The summit looked at the latest trends driving the change in consumer behaviour and how it has impacted the industry’s growth.

    Whether it was a boom in influencer marketing or the popularity of short-video platforms, brands did not hesitate to jump onto the digital bandwagon to up their marketing game. So Indian television.com is taking this opportunity to bring a host of industry experts together under one roof to discuss all these new trends shaping the future.

    The panellists for this session were dentsu x senior business head Pragnya Nanda, Starcom AVP- digital buying & investments Hemanshu Makatia, Udyog Plus lead marketing and alliances Siddesh Kerkar, Absen sales India (India business) Gangasagar Amula. The session chair for this panel was Lemma head- marketing & brand solutions Merlin Coutinho.

    Coutinho was delighted to discuss the role of emerging media in the programmatic advertising world. She quickly jumped into the topic with the panellists and asked their views on the emerging media in today’s context.

    Nanda said, “ What do we mean by emerging media? These are digital outdoor, online audio, streaming platforms, gaming platforms, retail, Connected TV etc. All of this media have been there for quite a while. But now they all are available programmatically and have changed the entire game of advertising. The need for measurability in terms of seeing how your advertising spends are actually creating an impact for your brand is, I think, at peak right now.”

    Makatia commented, “ I can get everything on a single platform rather than going individually checking with everybody in the media space because everybody you know in today’s world, everybody tends to say that I’m number one.”

    Kerkar explained, “ Today we are not buying platform or channel-based inventory, we’re buying the user base inventory. Emerging media has helped a lot. And it has made planning very exciting.”

    Amula, quite optimistically, said, “At Absen, we are thinking about building the ecosystem and when I say ecosystem, we are building, we are collaborating with partners where we can make solutions for the end customers and make sure that they are at the end are the winners.”

    In the end, Coutinho concluded by saying this session was a whole new event as there’s so much happening in the emerging media field.

  • Indian Digital BrandFest 2023: Demonstrating Marketing ROI In A Complex Digital World

    Indian Digital BrandFest 2023: Demonstrating Marketing ROI In A Complex Digital World

    Mumbai: The 3rd edition of Indian Digital BrandFest 2023 kicked off and had brands, advertisers, and tech platforms discuss all these trends and more. The summit looked at the latest trends driving the change in consumer behaviour and how it has impacted the industry’s growth.

    Whether it was a boom in influencer marketing or the popularity of short-video platforms, brands did not hesitate to jump onto the digital bandwagon to up their marketing game. So Indian television.com is taking this opportunity to bring a host of industry experts together under one roof to discuss all these new trends shaping the future.

    The panellists for this session were EaseMyTrip co-founder Rikant Pittie, Warner Bros.Discovery South Asia, marketing, OTT & broadcast Azmat Jagmang, Policybazaar.com CMO Sai Narayan, CleverTrap senior VP- India. The session chair for this panel was Fractional CMO Partners managing partner Jayant Kshirsagar.

    Kshirsagar began the session and spoke on how marketing ROI has changed so much in the last two decades. He also asked the same to the panellists on their marketing journey.

    Acharya replied first by saying, “ While you are looking for a brand, the brand is in the same breath looking for you. What are you interested in, what content you consume and here the data is the king. And if data is the king then definitely content is the queen and personalisation is the prince.”

    Jagmag shared her perspective on her marketing ROI, “ I had the opportunity to work with the traditional media houses going digital and OTT etc. There are times wherein often you do your best, especially in an industry like ours, which is media and you still have limited control on the outcome.”

    Narayan said, “The first thing that Policybazaar did was to keep the power of hands to the consumer. We are super passionate about helping Indians get educated about insurance.”

    Pittie said, “When you are designing a media strategy and you are measuring all the ROIs and it gets increasingly complicated. We end up putting all the media spending on some measurable metrics. And to me search trends are an honest indicator to show that what this entire noise and euphoria that you are building, is resulting from a consumer perspective.”

    Lastly, the panellists thanked Kshirsagar for asking enriching questions and also for keeping the session engaging. 

  • Indian Digital BrandFest 2023: Reaching Out The Web3 World

    Indian Digital BrandFest 2023: Reaching Out The Web3 World

    Mumbai: The 3rd edition of Indian Digital BrandFest 2023 kicked off and had brands, advertisers, and tech platforms discuss all these trends and more. The summit looked at the latest trends driving the change in consumer behaviour and how it has impacted the industry’s growth.

    Whether it was a boom in influencer marketing or the popularity of short-video platforms, brands did not hesitate to jump onto the digital bandwagon to up their marketing game. So Indian television.com is taking this opportunity to bring a host of industry experts together under one roof to discuss all these new trends shaping the future.

    The panellists for this session were FUTR Studios co-founder & COO Himanshu Goel, Chingari App co-founder & COO Deepak Salvi, Skoda Auto Volkswagen India Pvt.Ltd. digital products & Web3 lead Anuj Dound, Fandora co-founder Satish Kataria, CitrusAd head- India-South Asia Kushal Sanghvi. The session chair for this panel was APAC, BLIPPAR consultant – growth & partnerships – EMEA Arnav Neel Ghosh.

    Ghosh kicked off the session by giving some realistic perspectives on where Web3 is and gave a quick preamble on where Web3 is today. He also asked the panellist the same.

    Goel said, “The Internet used to be a place to make friends. It used to be a place where you can play games. You can find the actual value. Now on any post or any new technology. There is scepticism always on the Internet, whether it’s AI, whether it’s Web3. I think you could post the cure of cancer on the Internet and you would still get skeptics. I would say do not be deterred by scepticism because there will always be. Yeah, this is and I think Web3 is a place which is in a very early stage. It’s not something we look at for one year, or two years. It’s something we look at for the next 5 to 10 years.

    Salvi said, Educating people is the first thing. Whenever your new technology comes in, you need to educate. Lot of new startups and a lot of new groups are trying to explain what Web3 is because the perception for people is that Web 3 means token Web crypto. It’s not like you know there are a lot of things.”

    Dound replied, “So as Deepak and Himanshu both were saying that the technology initially was used a lot to make this PR, there were no real real-life use cases. But as we are developing, as we understand the technology, as we understand from the failures of others, there is obviously a sweet spot wherein you need to understand what kind of value you’re giving to the people. So for the NFTS that we launched, the intent was never to make money or to kind of create a different entity altogether. It was more from a perspective of what the existing users get from the product. Are we able to create a community out of it? Because Web3 is a new technology and not many people are aware of it. So it’s also up to us to kind of evangelize this technology and also let people know.”

    Kataria said, “One obviously is still the education awareness,  kind of dispelling this entire misperception that Web three is equivalent to crypto. I think unfortunately that became the language of Web3 and that became the introduction of Web3 to a lot of people, and a lot of those people burn their hands also. So I think that education is a very critical factor and that has to be kept given continuously till you can understand that crypto is just a very small subset of what Web 3 can do.”

    Sanghvi said, “When you break down Web3, it’s not only crypto, not just putting currency or metaverse. I think for India to grow in this market of Web 3.0, the services and organisations need to try and create specialists or teams for people.

    In the end, Ghosh concluded the session by saying that Web3 technology looks to grow positively in the future thanks to the various agencies and services continuing to educate people on the same.

  • Indian Digital BrandFest 2023: Accelerating Modern Marketing Practices

    Indian Digital BrandFest 2023: Accelerating Modern Marketing Practices

    Mumbai: The 3rd edition of Indian Digital BrandFest 2023 kicked off and had brands, advertisers, and tech platforms discuss all these trends and more. The summit looked at the latest trends driving the change in consumer behaviour and how it has impacted the industry’s growth.

    Whether it was a boom in influencer marketing or the popularity of short video platforms, brands did not hesitate to jump onto the digital bandwagon to up their marketing game. So Indian television.com is taking this opportunity to bring a host of industry experts together under one roof to discuss all these new trends shaping the future.

    The panellists for this session were HDFC Bank VP- growth marketing & martech Deepak Oram, Pernod Ricard India lead digital communications Shetanshu Dixit, Titan Company Ltd e-commerce channel head-watches category Afzal Hussain, The Sleep Company CMO Ripal Chopda, MiQ global commercial board member Siddharth Dabhade, Pocket Aces senior VP and clout & head of strategy Vinay Pillai. The session chair for this panel was Ernst & Young LLP marketing advisory services & partner Amiya Swarup.

    Swarup started the session by saying how marketing practices have evolved over 4-5 years and how digital mix in an overall medium spends has increased from less than 2 per cent to over 20-30 per cent for many other brands. He questions the panellists on how modern marketing has changed over the last few years and the ecosystem over the allocation of marketing budget in terms of skill and re-organisation.

    Dabhade said, “Data is playing a very important role as digital channels have increased a lot. The digital footprint has increased in marketing and brands as well. So companies and brands are collecting a lot of data and then trying to make sense of the data they are collecting. The biggest trend we are seeing from a media perspective is that offline TV is going digital as well. All the channels will become digital as we go along with that, more data will go in and from there, AI will start playing a very big role in marketing.”

    Dikshit said, “It has more to do with tracking. There’s a separate in-house created tool, to track the entire distribution to the last mile. I think there are a lot of in-house specialist roles created today. Gone are the days when there was one person doing all”

    Oram replied by saying, “Software has now become such an important part of our marketeer’s life. It is. You can’t survive without it.”

    Pillai commented, “If you avoid content, you might completely miss out on building a brand and building a perception of your brand. This is where content marketing is not just crucial, it is essential.

    Chopda added on by saying,”Your cost per reach or your cost of acquisition is dependent on the number of people at the end of the day you want to acquire or at the end of the year. And that’s how your data works with you.”

    Hussain said, “E-commerce is seen as a garden of growth and possibilities, which is largely true, but it’s also a graveyard.”

    Swarup concluded the session by saying he was positive about how upcoming brands are doing in data and technology and continue to enable it in marketeer’s lives. 

  • Cinépolis India bags two prestigious awards at MAPIC India 2023

    Cinépolis India bags two prestigious awards at MAPIC India 2023

    Mumbai: Cinépolis, a world-renowned international movie exhibitor and the first international cinema chain in India is thrilled to announce its remarkable achievement at the MAPIC India 2023, formerly known as India Retail Forum. The company has been honoured with the coveted “Most Admired Retailer of the Year: Best Turnaround Story” & “Retailer of the Year- Leisure and Entertainment category” award.

    Cinépolis India’s recognition in the “Best Turnaround Story” & “Retailer of the Year- Leisure and Entertainment” category is a testament to the company’s dedication, resilience, and transformative journey in the face of unprecedented challenges. The award celebrates Cinépolis India’s remarkable resurgence, highlighting its ability to adapt and thrive in an ever-evolving industry landscape. Despite the daunting challenges posed by the global pandemic, Cinépolis India demonstrated remarkable leadership and innovation to emerge as a pioneer in the leisure, entertainment and retail sectors.

    Cinepolis India CEO Devang Sampat expressed his gratitude and excitement, saying, “We are truly honoured to receive this prestigious award. The journey of Cinépolis India over the past few years has been nothing short of remarkable. We faced unparalleled challenges, but through unwavering commitment, creativity, and the dedication of our talented team, we have emerged stronger than ever before. This award is a testament to our commitment to providing world-class cinema experiences to our patrons and our relentless pursuit of excellence.”

    The “Most Admired Retailer of the Year: Best Turnaround Story” award serves as a recognition of Cinépolis India’s commitment to its patrons, partners, and stakeholders. The company’s innovative initiatives, including the introduction of advanced technology, enhanced safety protocols, and an immersive cinema experience, have not only reinvigorated the brand but have also set new standards for the entire cinema industry. It reaffirms the company’s position as a leader in the entertainment and retail sector, dedicated to delivering unparalleled experiences to audiences across India.

    “The Retailer of the Year- Leisure & Entertainment” category celebrates and honours the most outstanding leisure and entertainment concepts for their unparalleled originality and exceptional performances throughout the past year. This prestigious accolade takes into account crucial factors such as the remarkable growth in global sales and the establishment of new units within the industry. This coveted award serves as a resounding testament to Cinépolis India’s unwavering dedication to its cherished patrons, esteemed partners, and valued stakeholders. It reaffirms the company’s steadfast position as an industry leader in the dynamic world of leisure, entertainment, and retail, where they continually strive to deliver unparalleled and memorable experiences to audiences.

  • RX France’s MIPTV trade show calls for entries for the fifth MIP SDG Awards 2024

    RX France’s MIPTV trade show calls for entries for the fifth MIP SDG Awards 2024

    Mumbai: RX France has announced the Call for Entries for the 2024 MIP SDG AWARD, established in 2020, to recognise the contribution of, and action by, media companies worldwide to the Sustainable Development Goals (SDGs). The MIP SDG AWARD 2024 recipient will be presented live on stage in Cannes, France during MIPTV – The Spring International Television Market – in April of next year.

    The announcement was made by RX France entertainment division director Lucy Smith, on the occasion of the 2023 SDG Summit, which kicked off the high-level week of the UN General Assembly in New York (18-22 September). RX France was participating in a media session at the SDG Media Zone,“Driving Social Impact for the SDGs” which also featured previous MIP SDG Award recipients Studio Silverback and Junk Kouture.

    The MIP television industry trade shows are the largest gatherings of entertainment executives and media companies globally with representatives from over 100 countries convening in Cannes, France biannually to showcase their creativity and content. At these, the MIP SDG Award provides an international platform to demonstrate how progress can be accelerated by the industry, helping educate global audiences on sustainability issues both editorially and through their business practices.

    “Inspiring change is what television does best,” commented Smith. “A MIP SDG Award provides a global stage to accelerate change and show what’s achievable and impactful in these critical areas by highlighting exceptional work that peers can admire, learn from and emulate in their own way.”

    The awards form part of RX France’s ongoing membership and commitment to the United Nations’ SDG Media Compact. Founded by the United Nations in 2018, the alliance of media and entertainment companies now numbers over 450 members committed to leveraging their resources towards achieving the SDGs.

  • Piyush Goyal emphasizes Yahi Samay Hai Sahi Samay Hai at SEPC’s export conclave

    Piyush Goyal emphasizes Yahi Samay Hai Sahi Samay Hai at SEPC’s export conclave

    Mumbai: The Services Export Promotion Council (SEPC), in collaboration with the Consulting Engineers Association of India (CEAI), successfully hosted a one-day conclave on “Global Services Export conclave on Engineering and Environmental Services: sustainable energy, transportation, and infrastructure” on 15 September 2023, at Hotel Le Meridien, New Delhi.

    The event commenced with welcome remarks by SEPC director-general Abhay Sinha.

    The special address was delivered by the esteemed chief guest, Piyush Goyal, ministry of commerce and industry, consumer affairs, food & public distribution, textiles.

    Ministry of commerce and industry, consumer affairs, food & public distribution and textiles Piyush Goyal addressed the conclave by congratulating all engineers on the Engineer’s Day celebrated on the 15 of September. He said, “Such celebrations on this day as a conference truly reflect why and how we can best leverage the fact that we have a day dedicated and celebrated as Engineer’s Day.

    We must celebrate our success and at the same time find intelligent and smarter ways to integrate into the global economy.

    This levelling up I believe is needed in the engineering sector as well. As engineers, I urge you to now reflect on how to go to the next step. The time has come for our engineering sector to have levels of engineers like generalists, specialists and a skilled workforce that supports them. Once we have this complete eco-system in place, we will be able to achieve the 100 billion dollars target on engineering services, design, construction and R&D by 2030.

    Identify countries where there are restrictive practices that don’t give Indian talent the opportunity to bid or to participate and the government can sort that to ensure international growth.

    There comes a time in the development journey of every country when the country defines itself afresh and pushes toward new resolutions. Today that time has come. We need to now aim to go international and the FTAs are opening doors to the services sector as well. Our negotiations of the FTAs also reflect that we are getting the best deals for our stakeholders, and it should be a win-win for both countries.

    The services sector has seen 55 per cent growth in just two years and that is a remarkable approach.

    We need to think smart, go global and seamlessly merge into international systems. We need to collaborate with stakeholders worldwide and grab opportunities for the sector.”

    The conclave witnessed some very distinguished speakers. The conclave brought together key industry players, government officials, subject matter experts, and dignitaries. The objective was to identify growth opportunities, address challenges, and strategise methods to leverage India’s capabilities in the engineering, construction, and environment services sectors. The primary goal was to create an action plan that would facilitate the growth of Indian companies in the export of services.

    The significance of this conclave lies in its efforts to enhance engineering export services to diverse countries. To achieve this, it was imperative to inform stakeholders about available opportunities, understand their challenges, and determine the support required from government ministries to expand globally.

    The conclave featured several curated sessions, including consulting opportunities for Indian companies, emerging business opportunities in consultancy services funded by multilateral funding agencies, India’s differentiated offering for global markets: sustainable energy, transportation and infrastructure, experiences, issues, and challenges in doing business in the global environment (sustainable transportation) and emerging global opportunities in sustainability & energy transition with specific reference to India’s role in shaping the journey.

    Addressing the conclave in his vote of thanks, SEPC vice chairman Karan Rathore shared, “This conclave has provided an unparalleled opportunity for networking and knowledge exchange, with attendees gaining insights from prominent speakers, thought leaders, and experts during insightful panel discussions and interactive sessions. The Global Services Export Conclave exemplifies India’s commitment to promoting sustainable energy, transportation, and infrastructure services. As we work towards a more connected and greener world, together, we are defining a roadmap for growth that will benefit businesses and contribute to India’s global prominence.”

    SEPC director general Abhay Sinha while welcoming the conclave in his address thanked the Ministry for their valuable and continuous support towards the services sector and SEPC. He added, “India’s services sector is the powerhouse of our economy, and it plays a pivotal role in our global positioning. It will not only enhance our presence on the global stage but also set a roadmap for sustainable growth, benefitting both our nation and the global community. SEPC as an organization has played a catalytic role in widening the perspective towards the services sector in India. India is moving ahead in all services streams and in the engineering sector we are the largest producers of engineers. So many projects which have been undertaken by Indian companies globally have helped build India’s position in the world. it reflects the commendable efforts by the engineering community. We thank them. I take this opportunity to welcome distinguished panels and speakers who will be sharing insights on how to work towards grabbing more opportunities in the engineering sector globally and how to address the challenges. By bringing together industry leaders and government officials, this conclave is a significant step towards harnessing these opportunities and charting the course for growth.”

  • Lokmat Most Stylish Awards is back with its seventh edition

    Lokmat Most Stylish Awards is back with its seventh edition

    Mumbai: Lokmat Most Stylish Awards is back with the seventh edition, bringing forth India’s most prestigious accolades that honor the biggest stars and exceptional talents. Scheduled for 12 September 2023, at the ST. Regis in Lower Parel, this year’s event promises to be an exquisite celebration of style and achievement. The event will be hosted by Maniesh Paul, one of the most versatile anchors in the industry.

    Igniting the stage anew, the Lokmat Most Stylish Awards will witness an evening of Bollywood stars and leading influencers as they join the red carpet with their unparalleled sense of style. Building upon the legacy of past years, where popular stars including Salman Khan, Rashmika Mandanna, Hrithik Roshan, Ranveer Singh, Ajay Devgan, Karan Johar, Sara Ali Khan, Deepika Padukone, Sonam Kapoor, Abhishek Bachchan, Vidya Balan, Raveena Tandon, Jackie Shroff, Riteish Deshmukh, Mrunal Thakur, Kartik Aryan, Shraddha Kapoor, Ananya Panday, Radhika Apte, Ayushmann Khurrana, Jhanvi Kapoor, Malaika Arora and many more who added to the event’s brilliance, the seventh edition promises to continue this tradition of grandeur.

    The much anticipated Lokmat Awards serve as a source of inspiration, urging people to appreciate India’s diverse culture, talents, and emerging trends. This prestigious event will honour individuals who take the initiative, value uniqueness and achieve success in their chosen fields. The remarkable event will be graced by prominent figures from entertainment, fashion, business, sports, industry, and politics, adding to its attraction. This year’s event has Amazon as one of its partners.

    Lokmat Most Stylish Awards have truly become iconic symbols of style, flair, and fashion. They go beyond considerations of age, gender, or occupation, acknowledging a unifying style that stretches across business, politics, sports, and leisure, creating an exceptional display that brings the nation together.

    Lokmat Most Stylish founder and Lokmat Media Group joint managing and editorial director Rishi Darda said, “The Lokmat Most Stylish Awards are an expression that acknowledges and empowers personalities that drive change and inspire people around us. The 7th edition will undoubtedly magnify this vision with increased grandeur, beauty, and style.”

  • GUEST ARTICLE: How mobile-first approach makes a difference in brand’s presence during festivities

    GUEST ARTICLE: How mobile-first approach makes a difference in brand’s presence during festivities

    Mumbai: Be it a usual day or a festive season, people prefer to hop onto their systems to look for online offerings for all their needs. But technology has evolved innovatively that now almost all desktop operations have converged into smartphones, making people mobile-first. The transition has been tremendous, as now both web & mobile come together as one unit, which could be attributed to the penetration of the internet, coupled with pocket-friendly smartphones.

    The ease of smartphones has made people rely on them and given businesses a platform to make their mark. This is why the advertising landscape has also evolved due to the fact that mobile ads hold importance for most brands. And with the beginning of the festive season, mobile advertising becomes more meaningful for businesses to tap into the right audience because 79 per cent of smartphone users completed a purchase via their mobile in the last six months. It makes more sense for marketers to better optimise their apps & websites for portable screens over desktops. Owing to this, brands are adapting the mobile-first approach to reap incremental ROAS and optimal results.

    Let’s discuss in detail ‘what is mobile first approach and how it makes a difference in brand’s presence during festivities.’ 

    Mobile-first means user-first because, currently in the world, including India, smartphone users spend 4-5 hours per day on apps in quest of more online and new content. This is due to the convenience provided by mobile devices, which perform all the tasks seamlessly, so humans are not bound to sit & spend time on laptop/desktop screens. A mobile-first approach means providing users with easy navigation & user-friendly experiences on smaller & portable screens that enable them to easily access content anytime, anywhere. This approach also assists marketers in better shaping their business practices because smartphones, as the epicentre of inventory planning, help them strengthen their connection with users.

    The phrase “mobile first” isn’t new; it was popularised in 2009 by Luke Wroblewski’s book, which focused on the challenges that brands faced when transitioning from desktop to mobile web. However, presently, it is revolutionising the advertising ecosystem because of the evolution in technology, which also gives an extra edge to businesses as it involves:

    •     Comfort & Convenience 
    •     Trustworthy environment via which, users prefer to ‘go online’ to make purchases 
    •     Blend of predictive analytics with artificial intelligence & machine learning algorithms 
    •     Fast loading of pages & content

    Moreover, the festive season evokes emotions that encourage users to make expenses since their sentiments drive their purchasing decisions. And this time, it has come with more enthusiasm & excitement because it is no longer under the shadow of a pandemic that lasted for nearly two years. So, it can be said that the mobile-first approach in place can surely make a difference in brand presence, as this year, online festive sales are predicted to register a 28 per cent increase to hit $11.8 billion. 

    Moreover, India is the second-most internet-populated country in the world, with 931 million users in 2022, which could be a perfect opportunity for brands to dive into a mobile-first digital strategy. This can be beneficial in building a personalised relationship with consumers, as they better respond to brands that offer personalised offerings that match their interests.

    Here are the benefits of the Mobile-First Strategy that can boost sales efficiently by making a brand recall during festivities. 

    Wider Reach: A mobile-first approach can facilitate brands in increasing their reach while enhancing their user base because today’s smartphones have become the ‘front door to online stores’. 98 per cent of the targeted consumers shop digitally and ¾ of them start their shopping journey on their mobile via which marketers can showcase the story-telling adverts & messages through the right medium. This will help propel the campaign’s performance, make an impact, and boost sales.

    Better Bonds: To know and understand the audience is the foremost part, but building better relationships with them is equally important, which can be done via analysis of their interests, buying patterns, and most importantly, the timings when they remain active on their mobile. 51 per cent of users check apps between 1-10 times a day, which can be an x-factor for marketers to tap into such audiences and provide them with respective offerings during festive days, incorporating a mobile-first approach. This will be effective in promoting a brand, increasing user engagement and retention rates, and also developing an impactful bond with consumers.

    Quality Monetization: Having a mobile-first approach is beneficial in identifying the right-performing channel that drives expected results; since this approach offers different app monetisation opportunities, based on the type of app which leads to potential sales. For example, during festive days, e-commerce apps can provide BOGO offers, flashy discounts, etc., which can help increase engagement and sales. This is because users feel happy with these deals and come back to an app for more exclusive offerings, which not only increases ROI but also enhances brand reach and recall.

    Smartphones are the primary touchpoint for users’ needs, wherein the mobile-first approach will surely unfold more opportunities for marketers in upcoming times. Thus, this festive season, embrace the mobile-first strategy to bridge the gap between brands & consumers and to create a powerful brand presence.

    The author of this article is Xapads Media vice president – sales & marketing Alok Pandey.

  • The marketing noisemakers of 2022

    The marketing noisemakers of 2022

    Mumbai: Similar to the advertising and media agencies, the marketing industry too saw a lot of roil in terms of the people moving back and forth. The key factor leading to marketing people (like many others) making headway was essentially the economic slump – but in addition to that, people are looking for more moolah, more flexibility (considering the remote work lifestyle that many have adapted to), and undoubtedly, more happiness.

    Mondelez India’s Anil Viswanathan, who led the marketing role for the India business for nine years and last held the designation of vice president of marketing, was elevated. He assumed the role of managing director for Vietnam and Southeast Asia in October.

    With Viswanathan’s elevation to a larger role, Mondelez India appointed Nitin Saini as vice president of marketing.

    Myntra brought Sunder Balasubramanian on board as its chief marketing officer.

    Ceat appointed Lakshmi Narayan B as chief marketing officer.

    Aditi Anand, who held the position of head of creative strategy for India and Southwest Asia for The Coca-Cola Company quit the company and took up the role of head of marketing at L’Oréal Professionnel in December.

    Siddhant Narayan stepped down from his role at OnePlus to take over the marketing lead for Nike in India. This isn’t Narayan’s first stint with the latter – he had earlier been at Nike in various roles between May 2008 and October 2015.

    After an eight-and-a-half-year stint at Lenovo, Amit Doshi, whose last held designation at the company was chief marketing officer for India and South Asia went on to join Britannia Industries as chief marketing officer in January.

    Former chief marketing officer of Godrej Consumer Products Ltd. (GCPL) Somasree Bose Awasthi took over the reins of consumer goods company Marico as its new chief marketing officer in November. She’s also an executive committee member at the company.

    Former marketing lead for Dunzo, the grocery and parcel delivery app, – Sai Ganesh bid adieu to the company in June after a three year stint. He now serves as a brand consultant.

    Adhesive manufacturing company, Pidilite Industries’ chief marketing officer Vivek Sharma quit the company in April after a seven-year journey with the company. He joined the car and repair service company Fixcraft in the role of a marketing advisor. Vinay Subramanyam, who was vice president of marketing at Britannia, stepped into his shoes at Pidilite.

    Manav Sethi, the former chief marketer of Octro, Eros, and ALT Balaji, quit and went to take up a role at the electric two-wheeler Vida of Hero Motocorp – he joined the company as head of media, martech and growth for its emerging mobility business.

    Wingreens Group, a packaged foods and beverages company, roped in Pawan Sarda as its chief marketing officer and D2C head in July. Prior to this role, Sarda was group chief marketing officer of digital, marketing, and e-commerce businesses at the Future Group.

    Edtech brand Unacademy’s chief marketing officer Karan Shroff took off from the company in September last year.

    Haldiram Snacks appointed Divya Batra as head of marketing.

    Smita Murarka, who held the position of chief marketing officer for the sleep solutions brand Duroflex, quit from her role in December. She had joined the company in 2020 as vice president of marketing and e-commerce.

    Vedantu, the edtech giant, lost its head of brand marketing, Maninder Bali, to Ogilvy in August.

    The marketing industry also witnesses its own share of twists and turns every year, and it would be exciting to see what the new year brings!