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Tag: brand Communication

  • Panasonic unveils a new brand action slogan ‘Create Today. Enrich Tomorrow’

    Panasonic unveils a new brand action slogan ‘Create Today. Enrich Tomorrow’

    Mumbai: Panasonic has unveiled its new brand action slogan, “Create Today. Enrich Tomorrow.” Through this slogan, Panasonic reiterates its commitment to providing solutions to enrich people’s lives at home and at work, enabling society to move forward and make progress towards a greener planet for tomorrow. As part of this branding initiative, Panasonic also launched a new video campaign focusing on delivering holistic well-being for people, society, and the planet.

    The new brand action slogan is symbolic of Panasonic’s mission of contributing to the well-being of people, society, and the planet. To fulfil this business mission, Panasonic aims to enhance the quality of life for people with its high-end appliances; for society, it will provide safe and secure living infrastructure; and for the planet, it will contribute to decarbonization and the creation of a circular economy through its environmentally friendly products and use of clean energy.

    Each word of the new slogan stands for something thoughtful:

    Create useful, high-quality products that improve people’s lives and make the world a better place. This is the essence of who Panasonic is.

    Today, our customers need us to develop technologies and engineer solutions to improve their daily lives and personal well-being. We deliver with relentless innovation and our commitment to sustainability.

    Enrich the world together. At the heart of everything we do is the well-being of our customers and our planet. Panasonic’s goal is to enrich the lives of those around us every day.

    Tomorrow, we will continue to enhance our products, services, and solutions to help our customers lead their best lives and to help our future environment.

    Commenting on the launch, Panasonic Life Solutions India & South Asia chairman Manish Sharma said, “”Create Today. Enrich Tomorrow”—the new brand action slogan is an extension of our purpose, representing our journey towards innovation and the development of sustainable technologies for a healthier planet. As a manufacturer, we are creating useful products that support our lives and well-being. At the same time, we are also working to enrich all our lives tomorrow by taking care of the environment and developing innovative technologies. Our in-house innovations, such as Miraie, nanoeTM, and ECONAVI, to name a few, are delivering a positive impact on our consumers’ day-to-day lives and on the world at large. Further, under our Green Impact Initiative, we are committed to achieving net-zero CO2 emissions from the business activities of all Group operating companies by 2030 and contributing a total of more than 300 million tonnes in CO2 emissions reductions by 2050.”

    According to recent Panasonic syndicated research, young adults in India are more environmentally conscious and likely to buy sustainable products, and almost 90 per cent of young Indian adults think sustainability is a key concern and should be addressed immediately. Taking cognizance of these consumer insights, the “Create Today. Enrich Tomorrow” slogan empowers Panasonic to create useful, high-quality products that improve people’s lives and make the world a better place. Today, consumers are also looking for products and solutions that offer them convenience through a connected ecosystem. Panasonic is developing technologies that improve people’s daily lives and personal well-being. With Panasonic’s continuous offering of innovative and sustainable products, solutions, and services, the brand’s goal is to enrich the world for a better tomorrow.

    Speaking from the marketing side, Panasonic Life Solutions India head-marketing communications Shirish Agarwal said, “Panasonic has been working towards the well-being of people and society since 1918. At Panasonic, well-being is divided into three categories: inner well-being, outer well-being, and spatial well-being. The company offers products and services to support all three areas of well-being. “Create Today. Enrich Tomorrow”—the new brand action slogan reinforces Panasonic’s values and commitment towards providing innovative and sustainable solutions for the future that will help our consumers, the overall community, and our planet—resonating with our target group of gen-z and millennials. Our marketing efforts will be focused around electronic and digital mediums to begin with, followed by a multi-media campaign in 2023.”

  • Cisco ropes in The 23 Watts as employee communications partner

    Cisco ropes in The 23 Watts as employee communications partner

    Mumbai: Cisco has onboarded The 23 Watts as its employee communications and engagement partner for the Asia-Pacific, Japan and China (APJC) region. The mandate will be driven out of the agency’s Bengaluru and Delhi offices.

    As flexible and hybrid working become the norm, the need for a digitally connected employee engagement approach is imperative to driving brand equity and culture forward. The agency will be responsible for shaping employee communication strategies and driving engagement tailored for 10 countries and around 20,000 people across the region.

    Speaking about the association, Cisco director of communication-Asia-Pacific, Japan and China Puneet Pal Singh said, “At Cisco, our people are at the core of all that we do, anchored in and linked to our company’s purpose and vision. We are delighted to partner with The 23 Watts to continue engaging our teams to challenge themselves as we move forward in our journey of building an inclusive future for all.”

    Sharing his thoughts on the partnership, The 23 Watts chief operating officer Kirti Singh said, “In today’s day and age, people’s experiences in the workplace are what sets companies and their cultures apart—and culture couldn’t be more important to the growth of a company. Over the last two years, we have focused our efforts on powering employee communication and engagement, alongside building employee synergy in the process. With people being Cisco’s biggest asset, we are proud to partner with Cisco and take their efforts forward as we commence a journey with them in the APJC region.”

  • Moshi Moshi wins the social media mandate of Godrej Jersey

    Moshi Moshi wins the social media mandate of Godrej Jersey

    Mumbai: Godrej Jersey has assigned its social media mandate to Moshi Moshi, one of India’s leading and fastest-growing communication companies.

    The mandate was won through a competitive pitch process. The directive includes managing the brand presence on social media to create greater awareness, trust and engagement across all customer and segment profiles through strategic brand campaigns and communication.

    Speaking on the appointment of Moshi Moshi, Godrej Jersey assistant general manager of marketing Ajesh Sathyababu said, “We aim to engage consumers and reiterate the message of purity, thickness, and the right blend of nutrition across Godrej Jersey’s product portfolio. To do so, we are glad to partner with Moshi Moshi as they understand the local business climate and correspond with our brand’s values. Through this partnership, we aim to create a space for the cross-pollination of ideas and opportunities for social media collaboration with Moshi Moshi.”

    Adding to it, Moshi Moshi co-founder & creative director Ajay Bothra, said, “Moshi Moshi has always aimed at providing a value proposition to generate relevant, long-lasting, and captivating communication to all our clients. We will continue to deliver with the same zeal and commitment to Godrej Jersey as well. We are delighted to have them on board and look forward to stirring the dairy market with some innovative & creative campaigns.”

  • GUEST ARTICLE: How to evaluate the effectiveness of mobile marketing strategies and campaigns

    GUEST ARTICLE: How to evaluate the effectiveness of mobile marketing strategies and campaigns

    Mumbai: In the modern era driven by technology, organisations across sectors and industries are leveraging tech-enabled solutions to streamline business operations. The surge in digital transformation is also changing the metrics of key business areas, including product development, marketing, and communication, among others. Brands have been readily using the advantages of digital presence for awareness, promotion, and establishment. Soaring digitalisation has reluctantly changed the patterns of customer behaviour along with their needs. New-age tech-savvy users such as gen-z and millennials are now reliant on digital devices, and among them, smartphones have become the most preferred device for online shopping, news, utility, payment, shopping, entertainment, games, finance, etc. Therefore, to cater to the needs of these modern-day netizens, brands are using mobile marketing strategies to connect with them at multiple touch-points and lure them into the marketing funnel via personalised content (ads). However, the main point to ponder is how the effectiveness of the marketing campaigns is measured and the methods to optimise them according to the changing demands of the customers. 

    Key metrics to measure the effectiveness of mobile marketing campaigns 

    Mobile marketing is gaining momentum to be a comprehensive marketing strategy thanks to the rise of smartphones, internet accessibility, and social media. The measurement typically points out the customer’s behavioural pattern and lets the brands know their problems to improve. For instance, if the interface of an application is lagging, the customer might bounce back to other competitors, leading to the declination of reputation and sales. Therefore, to determine whether a brand is performing well in the market, it is essential to segregate a few pre-requisite metrics on which the campaign’s success can be measured. These KPIs help to determine the performance of the marketing strategy in terms of customer acquisition, loyalty, retention, awareness, etc.

    The effectiveness of the marketing campaign must align with the end-mile goals of the brand. These goals can include: driving sales of the product or service; initiating support for customer engagement and retention; increasing brand awareness and promoting the business via ads across viable platforms. There is also a need to analyse these goals at a regular interval of time to address the progress and optimise the strategies for desired outcomes.

    Social metrics to hear customer’s voice

    Until this day, word of mouth is considered a well-recognized metric to determine a product/brand’s popularity. This metric usually indicates how well a brand is performing on social media platforms. Modern-day marketers often use social media monitors to track how well the organisation, brand, or product is perceived by prospective customers online. The collective measurement is in the gist of audience sentiment, whether positive or negative. It is a crucial criterion as the marketers must take hold of the time and effort they are spending, which can directly affect the ROI. However, social media conversations are dispersed and far-flung, making it difficult for marketers to consolidate the information in a meaningful way. With social media analytics tools, they can gather data and make advances in data visualisation, analysis and predictive modelling to convert scattered information into useful statistics. By successfully implementing these techniques, the effectiveness of mobile marketing strategies can be measured efficiently and insight into the customer’s needs can be congregated. 

    Retention for measurement of churn rate

    While launching an application, a brand must know how the user is meant to interact with it. Customer retention rate is an essential metric which sheds light on why and how users stay on the app over a long timeframe. However, sometimes the app experiences a churn, which is a measure of how many potential customers have stopped using the app in a given period of time (one day, seven days, and 30 days). App retention is calculated by dividing monthly active users by monthly installations.

    The strategy can be structured based on the user-base the brand is targeting i.e. android or iOS. This can also include the measurement of CPI (cost per install) and CPLU (cost per loyal user) in response to seeing an advertisement. Both of these metrics when used ARPU (average revenue per user) determine the return on investment for the brand’s marketing efforts. The crucial element is to reduce the CAC (customer acquisition cost) and calculate the ROAS (return on ad spend), which is the measure of revenue earned for cost spend on the advertisement campaign.

    Measuring user engagement to build a ‘cohort’ 

    A brand employs a variety of strategies to capture the attention of netizens and convert them into loyal customers. This method can include curating content that is personalised and targeted based on an analysis of the visitor’s behaviour. Engagement is a strategy in which the brand wants customers to use the application frequently and for longer periods of time. The most important metrics to monitor are session length, session interval, and application screen per session, as well as the conversion rate in the case of an event, interaction rate, and opt-ins and opt-outs.

    Engaged customers act as bread and butter for the brand. They not only give decent reviews of the application/product/service but also recommend them to other users, making the campaign profitable. With cutting-edge strategies such as offers and discounts, these customers can be ‘cohorted’ to unwind the behavioural trends and gain insight into the actions that lead to higher engagement.

    All things considered 

    The main things that count in any marketing strategy are agility, flexibility, and creativity. Measuring the effectiveness of marketing campaigns can save a brand from exhaustive decision-making and save costs, which sharply leads to higher ROI. KPIs also help the brand to create better content (text, video, etc.) and measure what is performing well, engaging better customers so that the underperforming content can be eliminated. A brand must create an emotional connection with its customers in order to expect loyalty. 

    Personalisation and localisation are crucial factors in creating several touch-points under a marketing strategy. Audio, video, blogs, and content partnerships are some of the methods to make brand communication mobile-friendly. Organisations must be updated with megatrends such as multi-device behaviour, omnichannel approach, attribution strategies, A/B testing etc., to optimise advertisement campaigns for cost-effectiveness. 

    According to Statista, mobile advertising spending will surpass $339 billion by 2023 and the mobile marketing market size will nearly double by 2024, clearly stating how deeply mobile technologies are embedded in digital infrastructure. Therefore, with its growing significance, brands must make sure to use it efficiently and make the most of its potential to retain a competitive edge in the digital space.

    The author of this article is XY Ads head of supply Girish Chowdhary.

  • Home Credit India announces leadership appointment; Ashish Tiwari named chief marketing officer

    Home Credit India announces leadership appointment; Ashish Tiwari named chief marketing officer

    Mumbai: Home Credit India has announced the appointment of Ashish Tiwari as its chief marketing officer (CMO). This decision was made with the continued focus on omnichannel marketing, led by a digital-first approach.

    Ashish brings over two decades of rich experience across various sectors, He has been practising brand marketing, digital transformation, technology and data analytics.

    Prior to this, he was the chief marketing and digital officer of Generali India, where he was in charge of the company’s brand engagement, PR, and digital.

    As a brand communication and product/consumer marketing specialist, Ashish’s diverse industry experience includes stints with Hero Cycles where he led digital transformation across the Hero Group.

    With a specialisation in digital and social media from IIM Bangalore, Ashish has worked with some prominent brands, including HCL, Jubilant Group, and Vodafone.

    Welcoming Ashish, Home Credit India chief executive officer Ondrej Kubik said, “We are delighted to have a dynamic leader like Ashish joining Home Credit India. With business objectives and consumer marketing being redrawn, Ashish, having successfully led digital transformation projects, with rich marketing and diverse industry experience, makes him the right choice for fulfilling Home Credit India’s new approach. I welcome him again and with him onboard, I am sure we will be able to redefine the Home Credit brand and connect with consumers in the endeavour to fulfil aspirations.”

    Speaking about his recent appointment with Home Credit India, Ashish said, “I am very excited to explore and experience yet another new and vibrant industry—consumer finance. In the post-Covid world, consumer lending is undergoing a lot of influx with new-age digital lending modes shaping up. Having served over 14 million borrowers, Home Credit India has been doing a remarkable job of enabling credit penetration and financial inclusion in the country. As Home Credit focuses on digital transformation and explores new ways to connect the brand with new evolving consumers, I am honoured to join its journey and look forward to contributing to its renewed growth and success.”

  • Nikon India signs First Partners as it’s brand communication (PR) partner

    Nikon India signs First Partners as it’s brand communication (PR) partner

    Mumbai: Nikon India on Wednesday appointed First Partners as its brand communications (PR) consultancy. The mandate spans strategic counsel, media relations and integrated campaign management for the optics & imaging leader in India.

    Commenting on the win, First Partners founding partner Atul Ahluwalia said, “Nikon’s trailblazer position in the imaging industry and strong equity among professional photographers and amateurs alike offers an opportune runway for distinguished and creative storytelling across traditional and new media platforms. We are looking forward to a strong and long-standing partnership with Nikon India.”

    Commenting on the engagement, Nikon India managing director Sajjan Kumar said, “Nikon has historically exceeded consumer expectations by offering products that meet the highest levels of reliability and precision. At this point in time, as we endeavour to take the business to new heights, we are glad to be associating with First Partners and are looking forward to working with their dynamic team of communication experts.”

    Nikon India is a 100 per cent subsidiary of Nikon Corp, leaders in imaging technology headquartered in Gurgaon, with branch offices in Mumbai, Kolkata, Bengaluru, and Delhi. The Nikon Imaging includes the Nikon Mirrorless Z series, Nikon D-SLR, the Nikon COOLPIX, and a range of NIKKOR lenses & accessories.

  • Zeno Group India to expand Peppa Pig’s presence in Indian market

    Zeno Group India to expand Peppa Pig’s presence in Indian market

    Mumbai: Hasbro’s global content studio Entertainment One (eOne) has awarded the integrated communications mandate of their popular children’s property Peppa Pig to Zeno Group India.

    Zeno will be responsible for leading the brand’s communication strategy, delivered across traditional and new-age media channels. The agency will also help to expand Peppa Pig’s audience reach and presence in the Indian market.

    Zeno was chosen following a competitive pitch that challenged agencies to focus on storytelling concepts that would work across multiple platforms.

    Speaking on the partnership, Global Franchise Strategy & Management vice president Robin Gay said, “Zeno India delighted us with their ability to go beyond the tactical, giving depth and definition to ideas that synergized with how we wish to build Peppa Pig in India. Their understanding of the media and influencers and their ideas to draw Indian audiences to Peppa Pig excited us, and we are delighted to be working with the extremely driven and creative team of Zeno.”

    Zeno India managing director Rekha Rao added, “We are thrilled to partner with eOne, a global leader in delivering splendid content, at a time when content is the single most powerful driver of growth and viewership. At Zeno, we have a proven record of delivering creative solutions through profound storytelling. The aim is to build the Peppa Pig experience beyond the screen through engaging content and activities across touchpoints to deliver impactful, integrated marketing campaigns.”

  • R Scape: Understanding the rural consumer

    R Scape: Understanding the rural consumer

    MUMBAI: Last year the broadcast and advertising industries woke up to the rural television audience with Broadcast Audience Research Council India’s rural inclusive data. Now, as several industry experts have been cited as saying that as the rural market has become extremely important for advertisers as it commands almost half of the total television viewership. Not to mention that with improved internet services and  infrastructure in these areas, the need to understand how consumers behave differently in these pockets has become extremely important. Marketers have come to understand that a single brand communication may not work in both urban and rural markets.

    With this understanding comes the awareness of how limited our knowledge is of the evolved rural consumers, and how badly marketers need to develop tools to address the change in the landscape.

    Keeping that in mind, IIM-Ahmedabad, MaRS Monitoring and Research Systems, Decision Point and the Geometry Global I Encompass Network have done an extensive study of consumer behavior in the rural markets to help marketers come up with new strategies to address new challenges in rural marketing.

    Called the R Scape, the study dashboard is able to generate category-level adoption, purchase and consumption-related insights based on inputs such as age, gender and region/ state.  

    R Scape covers 6,000 rural consumers  with near equal split of married men, married women, young men, young women across eight states, which represent all regions across India and over 20 popular categories including deodorant, shampoo, hair oil, lipstick, toothpaste, talcum powder, shaving cream, after-shave lotion, cooking oil, toilet soap, fairness cream, detergent, utensil cleaner, floor cleaner, biscuit, tomato sauce, butter, jam, breakfast cereal, branded aata, shoe, denim, candy, seed, pesticide, banking, life insurance and mutual fund.

    As per the study, the rural consumer segmentation needs to be a function of adherence to village norms and urban centricity, which has created strong differentiation among rural married women.

    Moreover, rural consumers tend to  exhibit lack of brand fidelity attitudinally as well as behaviorally. The biggest divide when it comes to urban and rural consumption is the reason for consumption itself. Hence, the same brand positioning or advertising does not work across both markets. Add to that that rural markets are not homogenous, therefore, reasons to buy and consume categories are often starkly different for consumers from different regions.