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Tag: D Shivakumar

  • PepsiCo’s D Shivakumar to chair Mobile Marketing Association India’s board

    PepsiCo’s D Shivakumar to chair Mobile Marketing Association India’s board

    MUMBAI: PepsiCo India Holdings chairman and CEO D Shivakumar has been elected as the head of the Mobile Marketing Association (MMA) India board of directors. 

     

    This is the association’s maiden board, which comprises 12 industry stalwarts across the marketing, technology and advertising spectrum.

     

    The board members include Novi Digital Entertainment president Ajit Mohan, OLX South Asia CEO Amarjit Singh Batra, United Spirits Limited chief marketing officer Amrit Thomas, GroupM CEO South Asia CVL Srinivas, Facebook India MD Kirthiga Reddy, Millward Brown MD South Asia Prasun Basu, Hindustan Unilever Limited executive director – Home Care Priya Nair, Mobile Marketing Association Asia Pacific MD Rohit Dadwal, J. Walter Thompson chief creative officer Senthil Kumar, Godrej Group head – strategic marketing Shireesh Joshi and One97 Communications & Paytm founder & CEO Vijay Shekhar Sharma.

     

    Speaking on the appointment of the new board, Shivakumar said, “The Indian market is brimming with great opportunities for mobile media and marketing. The MMA India Board of Directors brings together some of the best practitioners and minds in marketing, advertising and media, and our collective experience and expertise will hopefully propel the market to quickly adopt mobile marketing as a mainstream medium.”

     

    “Our board members have identified key areas where our immediate focus in needed. These initiatives will facilitate sharing insights, create industry benchmarks and guidelines that will help marketers leverage mobile as core to their business and marketing strategies,” he added. 

     

    “Mobile continues to push India marketers to re-think the way they approach marketing and use data and technology to engage with consumers. The conversation has shifted towards how we can build capabilities and further help the ecosystem to leverage mobile,” said Dadwal. “I’m confident that under the guidance of the new Board, our members will be able to leverage the MMA’s resources and network to accelerate mobile marketing in India. The Board of Directors will be instrumental in shaping the future of the industry and developing the MMA and its initiatives. I look forward to working with them to drive the growth of our industry.”

     

    Recent studies from the MMA, Mary Meeker and others suggest that there will be a dramatic shift in media spending in the near future and it is imperative for the marketing community to reboot their marketing mix with mobile as a key driver for future business strategies especially when mobile is poised to be the third largest mass medium in India after TV and print.

  • Strategic brand discussions are a rarity these days: D Shivakumar

    Strategic brand discussions are a rarity these days: D Shivakumar

    GOA: While delivering a keynote at the Goafest, PepsiCo India CEO D Shivakumar pointed out that technology is taking a toll and becoming a priority, which in turn is leading to negligence of a brand’s strategy.

     

    “Nowadays, we see ads put up on platform at a certain point of time, which have no relevance with the strategy of the brand. We are just getting carried away by the tactics and suppressing the strategy,” said Shivakumar.

     

    He went on to add, “Clients meet agencies again and again, which signifies that they are not clear in their head. Hasty decision-making and confusing agencies leads to debacles. Many campaigns fail because of clients’ confusion, as the discussion is always around buying, planning and selling. Strategic discussion has become a rarity, which needs to change.”

     

    Talking about the innovative Pepsi campaign for the IPL, Shivakumar said, “PepsiCo, with its IPL campaign, has turned consumers into an agency as we asked them to make an ad, and promised that better words will find place in television. We will release six different ads made by consumers during the course of the tournament. The first will be launched on 12 April. We will put all the videos online for people to vote and select the best one according to them. The agency has been assigned the work of judging the videos so that nothing that violates law and order is put up and consumers can go to any level with their imagination.”

     

    “We always keep track of what is happening. Who is saying what about Kohli, Ranbir etc. These factors play a vital role in coming to a consensus. Moreover innovative ideas also come out from trending topics, so it is highly important to be in the loop,” he concludes.

  • PepsiCo India’s Shivakumar says collaboration will be the key to growth

    PepsiCo India’s Shivakumar says collaboration will be the key to growth

    MUMBAI:  “One needs to look at brands which will help each other grow as well as benefit the industry…”

     

    This was the message conveyed by PepsiCo India chairman and CEO D Shivakumar to a large gathering of who’s who of the industry on Wednesday, as he took them through the highs and lows of marketing, media and advertising in 2013 and indulged in crystal gazing to see what holds for the communication fraternity in 2014.

     

    In the coming years, Shivakumar sees a conflict between independent growth and dependent growth among agencies as well as brands.

     

    Giving the example of telecom, Shivakumar said, “Telecom would not have been what it is today if Airtel would not have collaborated with Nokia or Vodafone with Samsung. “

     

    Apart from all this, the industry is all about innovation wherein size doesn’t matter but all depends on how fast a company is in responding to consumers.

     

    As the industry waited for the leader with ‘fighter’s instinct’ to share his views at the IAA organised event called ‘Retrospect and Prospects’, Shivakumar stepped on to the stage and made it clear it is more about paying tribute to the city (Mumbai) which has taught him a lot and that he will wrap up within 60 minutes.

     

    He started with how the city and the people he met here have helped him grow in his career and went on to touch upon various aspects which affect the industry starting with how last year saw the emerging markets slowing down and how it devalued the currency.  

     

    Not indulging much in the negatives, he highlighted how 2013 was the defining year for the digital space. “The smart phone which gives the power of internet in every person’s hand has opened up the whole world of opportunities for them. It has empowered women and youth,” he said while pointing out how a billion phones were sold last year and this year will see many more being sold.

     

    People using internet through mobile phone is much higher than through fixed internet, globally, hence, he urged marketers to shift their media strategies.  With that note, he estimated that the year 2014 will see the world media industry spending $505 billion.

     

    The general elections in India will play a major role in deciding which way the country and the various sectors will head. Shivakumar said in the coming months India will see about Rs 1,000 crore being spent on advertising by political parties, 2.5 times higher than what was spent in 2009.

     

    The year will also see a shift in the manner the money will be spent. The shift will be in favour of the digital medium wherein 10 to 15 per cent will be spent on the platform as the first time voters (160 million) are on social media.

     

    Shiv believes that regional markets play an important role as regional languages are driving growth in the number of TV channels. The same stands true for print as well. “We are a hyper fighting market and can never be satisfied with just a couple of choices. But with so much proliferation, it is time to collaborate?” he questioned the audience.

     

    He then added how TV has been a major contributor in unearthing talent in the country. With too many dance, singing, etc reality shows gracing our television sets only shows the potential this wonder has, he said.

     

    Maybe that is the reason behind the company (PepsiCo) launching its channel with MTV to help budding talent get a platform to showcase talent.

     

    For brands which depend on celebrities, one needs to understand how social media has changed the equation and how brands as well as celebs need to help each other reach high numbers (likes and followers) on social media platforms.