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  • Great ideas can never be locked down: FCB India’s Rohit Ohri

    Great ideas can never be locked down: FCB India’s Rohit Ohri

    From JWT to Dentsu to FCB India, that’s how the career pans out for FCB India group chairman and CEO Rohit Ohri. Within a year of joining FCB India, he had bagged the title of ‘One of India’s Most Trusted CEOs of 2017’.

    FCB India also has an array of offerings to meet the end to end communication needs of its clients – two creative agencies –  FCB Ulka and FCB Interface, Lodestar UM – media planning and buying, FCB Digital, FCB Healthcare, FCB Cogito Consulting for brand consulting, FCB Asterii for analytics, FCB Aquila for activation and FCB Neon brand PR and FCB FuelContent.

    Having managed advertising communications for  top brands such as Amul, Tata, Indian Oil, Hamdard, Horlicks, etc., over the years, FCB  India  has grown to become one of the top fully integrated marketing communications companies. Recently, the company also had 38 shortlists at The One Show 2020.

    With close to three decades of experience, Ohri has been able to catapult brands into fame and the vision stays the same even during the ongoing lockdown. Indiantelevision.com’s Shikha Singh spoke to Ohri to understand how the lockdown has prevailed for him and the company, being creative during a pandemic, his top learnings from the lockdown and the future of the sector. 

    Edited excerpts: 

    You are heading a group which has three agencies under its umbrella. How is each of them faring in the thick of this crisis? Could you and how did you prepare them for this before the lockdown?  

    One of the things that we did was to go into the work-from-home mode a week before it was mandated by the government. Because of that what we managed to do was get our systems in place. So, all the staff got trained on technology platforms like Zoom and Microsoft to stay connected. We started a 24/7 IT helpline to address our employee’s queries.

    What are you doing with the projects which were already underway?

    A number of projects had to change because the environment has changed so dramatically. Many industries have had to shut down their manufacturing facilities. But our 600+ factories are working night and day manufacturing ideas that build our brands and our clients’ businesses even in these hard times. Great ideas can never be locked down. That’s why we’ve launched an initiative branded – ‘Ideas Unlocked’.  We believe these ideas will help our clients’ brands unlock new, meaningful and authentic connections with their consumers.

    How are things panning out with each of them now that we are more than a month into lockdown? Have clients kept you busy?

    We have a global EXCOM every week. I’m doing meetings with my board every week as well. Every fortnight, I’m doing town halls with all employees. The CEOs and office heads are doing weekly and daily meetings with their teams. So, the workflow is very carefully planned for each day and everybody is reporting at the end of the day as to what they managed to finish that day. For the wellbeing of our employees, we are offering them classes to upgrade themselves and their skills, especially in the digital space. We are heavily emphasizing on L&D, where we offer our employees with a list of courses they could undertake from various organisations. We are also doing a talent showcase where an employee from our office comes on Instagram to share their talent with the FCB family. We have partnered with Doctor 24×7, an app-based service which provides our employees with the opportunity to speak with doctors and health specialists across the country at any time.

    Have summer product launches died down because of Covid2019? 

    A number of product launches which were expected in May and June have got pushed. We have partnered with XP&D and BE.Live to launch a digital platform that can be used by brands for engagement and launches. Effectively moving offline experiences online.

    Does that mean the summer boom time quarter is going to be a washout? What are you doing to plug the gap?

    We are doing a lot, in terms of delivering to our clients and brands. But obviously, Q2 will be negatively impacted. However, we believe that brands should not lose their voice in times of crisis. Brands may need to pivot on their core promise and create new relevance for themselves.

    Consumers are walking through a long dark Covid2019 tunnel. Brands can either wait for the light at the end of that tunnel or light up that tunnel for consumers. We believe brands need to walk by the side of their consumers during this time of need.

    What did the first few days teach you and your teams about your business? How have senior management and other employees responded? 

    Till this SarsCov2 crisis came upon us, we did not have an official WFH policy. Honestly, I was not a believer. I didn’t think we could be effective in working from home. We have a very young talent in our agency and I thought they would get distracted and in the process not be able to work at optimum levels. Fortunately, I’ve been proven completely wrong. The kind of dedication that everybody is showing in this WFH situation is amazing! All the meetings are happening on time and are super productive.

    This, in my opinion, will be a big reboot in the ways-of-working of the advertising industry. It is actually a fantastic experience.

    What inputs have the senior management given to you? 

    I am part of the FCB Global Executive Committee. At the EXCOM, we share experiences and learnings; truly invaluable learning at this point of time. This current crisis has no playbook. Understanding what’s happening around the world and how people are coping in the current times is helping each one of us create our own playbooks.

    Has the lockdown helped show up manpower flab where we earlier could not see it or chose to ignore it? Will we see a total freeze on hiring and will we see layoffs and salary cuts in this industry?

    How organisations behave in times of crisis will determine how they will fare in the post-crisis-world. I believe companies cannot shrink themselves to greatness. In the advertising industry, people are our only assets. If an agency is looking to bounce back strongly from a crisis, it will need a highly motivated and talented team.

    Layoffs and furloughs of employees to protect company profitability are self-inflicted wounds. Wounds that can turn grievous in the post-crisis period. Undoubtedly, cost-cutting measures in this period are critical and companies need to axe all non-productive costs.  

    Is the ad industry going to de-grow 10-20 per cent in 2020?  

    There are talks about the global economy shrinking. India’s GDP has been projected to come down to zero. It is not just the ad industry, but every industry is suffering. That is the most unfortunate outcome of the recession. Pundits are forecasting that it’s going to take us till 2022 to come back to the 2019 level. What exactly is going to be the percentage of de-growth is very hard to say. It all depends on how soon we come out of this crisis and what economy-boosting measures the government introduces. If we come out of this quickly and there are enough incentives and economic packages by the government to help the industry come back on their feet, then we could be restricted to between 10 to 20 per cent of de-growth over 2019. But if the lockdown continues till June, there will be severe economic repercussions.

    What steps could you take to get the network you head back into the fast growth lane?

    The most important thing is that we are preparing for the new normal. We will definitely have a pre-covid and a post-covid era going forward. So, AC, i.e., after covid, is really going to be a whole different world.  If we really want to kickstart our business and quickly move into a recovery phase we need to help clients connect with their consumers in the new normal. We are currently doing large-scale research which will map consumer behaviour changes among consumers in the entire pre-covid and post-covid phase. With these findings, we are looking to advise clients about the big consumer shifts that may happen in different categories. This will, hopefully, enable them to create new relevance for their brands.

    Further, our partnership with XP&D and Be.Live will help brands take offline experiences online. We feel that after the lockdown is over, offline experiences will be very few and far between. We now have the capability to execute large brand launches, dealer meets and employee meets etc., online.

    We’ve also just launched Retail: DAY 1. This is a partnership with Networkbay and will enable us to reimagine retail experiences for brands.

    Now that TV has revived aggressively, has your faith in the medium strengthened?

    Television is and will always be a powerful medium. Audio-visual today is not restricted to the TV screen. Mobile is the new entertainment screen.

    The print medium is, unfortunately, facing some crippling challenges. Unfortunately, a majority of the people have stopped taking newspapers. This was a golden opportunity for the print medium to reinvent itself. Newspapers have gone online. The problem is that the online version is a replica of the offline version. And on the phone, it’s really hard to read. The format needed to be recast for the mobile screen. It is similar to running a television film online.  Being adaptive will perhaps be the most critical skill needed for survival in the new post-covid world.

  • FCB India in partnership with Networkbay launches ‘Retail: Day 1’

    FCB India in partnership with Networkbay launches ‘Retail: Day 1’

    MUMBAI: FCB India in collaboration with Networkbay today announced the launch of ‘Retail: Day 1’ a special initiative to work with brands and retailers to ‘manage, redefine and transform’ their retail experiences in the post-COVID era.

    It’s time, we adapt to the new normal, unlearn the old formulas, redefine the business of brands and brand communication with the evolving consumption pattern. The launch of ‘Retail: Day 1’ therefore beckons the first day of contactless retail experience. Through this collaboration FCB India and Networkbay will work with brands and retailers to quickly adapt to this new scenario. By leveraging digital tools and spatial design innovation, ‘Retail: Day 1’ is aimed at creating enhanced new retail virtual experiences which are engaging and at the same time fulfilling business requirements of conversion and sales for brands.

    Follow Tellychakkar for the consumer facing news & entertainment.

    A recent survey by National Retail Federation (NRF) deduced:

    ·         Nine in 10 consumers have changed their traditional shopping habits

    ·         More than 50 per cent  of consumers have ordered products online that they would normally purchase at the store

    ·         Nearly six in 10 consumers say they are worried about going to the store due to fear of being infected

    Some of these changes would be temporary while others will be permanent. As the community moves beyond the survival mode, the digital-adoption momentum is likely to carry forward and become permanent. As a matter of fact, consumer behaviour will be dependent on two factors – the reluctance to mingle in crowded public places and higher propensity for digital adoption. While the survey by NRF represents finding in America, but the human sentiments resonate with the changing behaviour across the globe.

    A study by Deloitte published on 30 March 2020 shared an outlook on the retail industry with the emphasis on changing behaviour.

    ·         Non-contact demand during the pandemic is expected to boost sales at smaller stores that can host smaller crowds at a time. However, supermarket chains have ensured supply of products at regular prices

    ·         Due to the pandemic‘s impact on consumer behaviour and habits, “online-sales” are expected to witness a significant surge, even after the industry recovers

    ·         The establishment of online platforms is expected to become indispensable for offline stores, and online–offline service integration is expected to increase

    A Nielsen study unveiled in March 2020 looked at the retail purchase in traditional, modern and e-commerce channels, and evaluated consumer attitudes. It tracked this behaviour for several weeks from the time the disease first surfaced in India till the country went under a lockdown. First, it observes an increase in consumer interest in health and hygiene products, leading to purchase of safety items such as hand sanitizers and face masks. As the disease spread, consumers started stockpiling their pantry with shelf-stable food and broader assortment of health and safety products. Store visits went up and the basket size expanded. The quarantine stage, followed by restrictive living, led to a rise in online shopping, fewer store visits, purchase of essential goods.

    A story published by Mint gave a deep dive into the auto sector, ‘Executives at automobile companies said their mass market cars may see a spike in sales in a post covid-19 scenario. They argue that customers will shun shared cabs and public transport as the fear of the disease, a global pandemic that has killed thousands, lingers. Some car companies are expecting their affordable hatchbacks to do well as the middle-class consumer puts hygiene and safety above all else.’- Source Mint newspaper dated 2 April 2020

    The recent McKinsey study in China suggests, consumers are likely to opt for online shopping even after the outbreak ends, especially for categories such as groceries and personal care. This trend is likely to continue long after the lockdowns are called off as people would still be apprehensive to visit crowded areas like malls or supermarkets.

    The aforesaid data and research excerpts imply that it is time for contactless retail experience for brands and it is here to stay. Even after the lockdown is lifted, consumers will still be apprehensive about stepping out and visiting stores. The footfall would be very low. China is a precedent for this consumer behaviour pattern. With the emergence of the online platforms that empower the consumer whilst ensuring their safety, engagement will be driven more on the basis of the ‘experiential’ rather than ‘material’. The post-covid retail environment will surely be a default online retail preference. And with the launch of ‘Retail Day: 1’, we announce our day one at the new normal, as we adapt to the new game.

    Speaking on current challenges, FCB India  group chairman and CEO Rohit Ohri said, “This lockdown period will change our world forever. When we emerge on the other side of this crisis, retail experiences will be redefined. Our research shows that shopper behaviour will dramatically change. Even though retail stores may be open, customers who shop there will not engage with the stores as they used to. Retail needs to urgently reinvent itself for the post-COVID world. We’re hoping that our Retail Day 1 initiative, we are able to help our clients rapidly build back their business.”

    Adding, Networkbay co-founder Hozefa Attari said, “Our platform combines the strengths of some of the leading retail design, technology and service brands to develop every retailer’s Store of the Future. Project ‘Retail: Day 1’ will allow us to work closely with FCB, taking advantage of their deep expertise in brand and customer behaviour, to develop radical customer journeys, be it contactless automotive dealerships, virtual stores or even connected packaging and Augmented Reality.” 

  • Vistara launches new brand campaign “Fly Higher”

    Vistara launches new brand campaign “Fly Higher”

    MUMBAI: Full-service carrier Vistara has announced its new high-decibel multimedia brand campaign dubbed ‘Fly Higher’. The aim of the campaign is to inspire air travellers to not settle for second best. The campaign has been conceptualised by FCB India.

    As per the brand, the Fly Higher campaign builds on Vistara’s promise to make people look forward to flying again and to expect the same level of class, quality, and attention to detail in the air as they expect in their other career, lifestyle, and travel choices.

    Vistara chief strategy and commercial officer Sanjiv Kapoor said, “At Vistara, we deliver a flying experience like no other airline in India. Our frequent flyers know this and tell us we have really made flying something they can look forward to again.  We want to bring this message to a larger audience through this new campaign. You have a choice of airlines when it comes to flying – why not choose the one that aims higher, treats you better, and continues to find new ways to delight customers? Good enough is not good enough for the corporate high flyers and successful millennials of today, why not choose an airline that thinks like you do, that understands you and respects your needs? Why not Fly Higher?”

    The new integrated campaign is scheduled to go on-air on 14 December 2018 and will run for approximately 75 days from the launch. The campaign will be deployed across multiple platforms including digital, TV, cinema print and outdoor, aiming to target the diverse range of travellers.

  • Vikas Parihar joins FCB India as president – digital integration

    MUMBAI: In a significant development to up FCB India’s digital game, the group appointed Vikas Parihar as President – Digital Integration. In his role, Vikas will be driving digital transformation & business, partnering individual CEOs, implementing global digital practices and providing strategic leadership for digital integration, paving the digital roadway for FCB India.

    Vikas will be based out of the Mumbai office, reporting to Rohit Ohri, Group Chairman & CEO, FCB India.

    With a rich experience, spanning over a decade, Vikas has lead digital business and marketing for OgilvyOne Africa, Havas Worldwide India, MagnonTBWA, Internet Moguls, Sofitel Luxury Hotels and Resorts India, Hinduja Interactive and Hotel Leela Venture Limited.

    His experience ranges across numerous sectors including FMCG, Technology, Healthcare, Travel and Hospitality, Social Development, eCommerce, Consumer Durables and Electronics. He has lent his expertise to various brands, such as, Airtel Africa, Coca-Cola, Standard Chartered Bank, Care India, HCL Healthcare, Huawei, Microsoft Lumia, Jindal Steel and Power, Mercedes Benz India, UTV, Toshiba, Diakin, Turkey Tourism, TATA AIG and many more.

    Vikas comes with a unique combination of skills from a passion for business and numbers to strategy and creative to data and technology.

    Commenting on the appointment, Ohri said, “FCB India has embarked on a cultural transformation journey fifteen months ago. Digital transformation is the key part of this cultural transformation. I’m delighted to have Vikas on board to lead the digital transformation of FCB India. Our vision is to be a truly integrated ideas company. With his vast experience, Vikas will be a great partner to me and in making this happen for FCB India.”

    Speaking on his new role, Vikas said, “In today’s connected world, we need a creative agency which brings together big ideas, technology and data. These ingredients are key to create compelling and engaging personal experiences that help win more customers and make them more valuable; and this is what I look forward to at FCB India”.