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Tag: Media Minds 2

  • #MediaMinds2 | We prepared last year for the world going completely digital: IBM’s Deepali Naair

    #MediaMinds2 | We prepared last year for the world going completely digital: IBM’s Deepali Naair

    NEW DELHI: While the world is still struggling to understand how to take their day-to-day activities online, IBM India was already one step ahead as it enjoys the success of a number of online events, simply by the virtue of being better prepared to handle a complete digital takeover of the world. The company’s CMO for the country and South Asia Deepali Naair shares her thoughts in this latest episode of Indiantelevision.com’s Media Minds season 2. 

    “Last year in October, when we didn’t even know that Covid2019 was going to happen, my team sat down and said that the world is going completely digital. We, of course, thought that it would take some time for that to happen but we discussed how to prepare ourselves for that moment. What do we need to learn; what do we need to do; what do we need to experiment with! And in February, even before the lockdown, we did a 100 per cent virtual event which was attended by 3500 people.”

    She said that their vision and quick actions helped them create properties and a culture that other CMOs also took inspiration from.

    Naair also talked extensively about her journey in the industry and the shift between different roles she has taken up in her career spanning over more than two decades. She attributes the success and popularity to her attitude of being a lifelong learner. 

    “I am a lifelong learner. I approach everything saying let me learn. Let me learn the medium of a podcast, let me learn the medium of digital, which is how I moved to digital and e-commerce much sooner than some of my contemporaries. So that attitude has helped me again that I moved to technology.” 

    She also shared tips for CXOs who want to get into the personal branding space, stating that having one’s own brand helps even the organisation that one is working for. “I think if you have a large CXO brand you are also available to everybody to reach out to, for them to take an authentic point of view from you.”

    Watch the complete discussion here:

  • #MediaMinds2 | 90% automation for DOOH in just 2 years a big leap: Deepak Kumar

    #MediaMinds2 | 90% automation for DOOH in just 2 years a big leap: Deepak Kumar

    NEW DELHI: On the sixth episode of Media Minds season 2, an Indiantelevision.com initiative to discuss with marketing geniuses the current industry trends, their own experiences, and vision for the future,  director C Lab, Ambient,  Brandscope at DAN, Deepak Kumar talks about the interesting time he has spent building these verticals along with Haresh Nayak and also sheds light on the latest developments in the sector. 

    He insists that this is the best time to be in the advertising industry and the pause that Covid2019 brought has helped the agencies to reflect and effectively use it. 

    Kumar also discusses the tools and technologies that the agencies are using to help their clients achieve better results. “Brandscope has got a tool called Ozone which captures the digital sites in the country and has data analytics around it to tell where the site is and relevant consumer data of the area. C-Lab uses something called Star Metrics that helps identify the brand personality of the brand and the influencer to get the perfect fitment. We also look at a geographical heat map that shows the fan base of the star and match it with where the consumers of the clients are.” 

    He also shared that the vertical will soon be announcing a new technology to aid this. 

     

  • Media Minds 2 | Want to be an Indian network that travels the world: Suveer Bajaj, Pratik Gupta

    Media Minds 2 | Want to be an Indian network that travels the world: Suveer Bajaj, Pratik Gupta

    NEW DELHI: Starting a digital agency at the young age of 19 and over a dozen years later transforming into a full-fledged integrated creative and tech solution-providing network has made FoxyMoron and Zoo Media co-founders Suveer Bajaj and Pratik Gupta wise beyond their ages. The duo sat down to share their inspiring journey, thoughts on current industry trends and plans for an international expansion on the fresh episode of Indiantelevision.com’s Media Minds 2. 

    Gupta said, “We started off as just wanting to do something for three months. Now, we have been at it for over twelve years. It’s been one of the most real journeys that you can think of and it’s been an absolute pleasure.” 

    The duo grew the network from flagship FoxyMoron to a vast network including content studios, production house and everything else that the current digital ecosystem requires, under the umbrella of holding company Zoo Media. 

    Bajaj highlighted, “We like to be a full-service agency and we like to offer our clients holistic solutions but of course the breadth of digital as an industry also kind of diversified and found areas for specialities as time progressed. So, in 2016 we spun off a creative technology company called Phosphene, which dabbled in the space of AR, VR, MR, does a little bit work with AI, ML, NLP, image recognition. In 2017, we spun off our own production house called The Rabbit Hole, In 2018, we partnered with a marketing technology company called Noesis Technology that works in the space of marketing tech; we also spun off a talent management and influencer management company called Pollen. In 2019, we spun off a small consultancy company called Doyen Oink Consulting that works, that aims to work with young companies, startups, that want to work with us as a network for our expertise. Last year, we also spun off a media company called Mammoth Media that dabbles in the space of media assets and IPs but not for brands.”

    The duo, which believes that India has a great potential to be a trendsetter and leader in the martech, ad tech, and advertising, marketing space, wants to be an Indian network that goes international. “We do see international networks that come to India and consume a large chunk of the market share and while of course, we are a small drop in the ocean and it will take us generations to keep building out this vision, but we should be very excited of taking our vision to the world and becoming an Indian network that starts going from India to the world.” 

    Watch the full episode here:

  • #MediaMinds2| Advertisers must make ethical call on pandering to sensationalism: Vikram Sakhuja

    #MediaMinds2| Advertisers must make ethical call on pandering to sensationalism: Vikram Sakhuja

    NEW DELHI: Publishers of today are under more extensive scrutiny than ever. Consumers are far more aware and aren’t hesitant to question the sensationalism that they are peddling in the name of information and entertainment. Even some of the brands, globally, have started taking cognisance of the matter and have started pulling away ad monies from certain platforms like Facebook for hate speech and problematic content. This has given rise to an interesting discussion in the media and marketing ecosphere around what roles can advertisers play to curb this issue.

    Madison Media & OOH group CEO Vikram Sakhuja, addressing the question in Media Minds season two, shared that there are two ways to look at the current scenario from an advertisers’ standpoint: brand health and ethics. 

    Comparing the situation to when he started his career with P&G in the late-80s, he stated that at that time the debate was about quantity v/s quality, which was also based on the core idea of the environment in which an ad is seen.

    “When Aaj Tak started, advertisers used to think that most ads on the channel are of undergarments and whether it’s suitable for my brand health to be visible there. At that point in time, the school of proper marketing told me if a consumer is seeing a particular programming, then they are there for a reason. And if they see your ad, it shouldn’t be a problem. In the case of P&G, in the early 90s, the quantity was always more important than quality.”

    He adds that while in today’s time that quality vs quantity debate has got blurred because of tools like social media where ads are no longer seen as an interruption, but there is another debate that has started around what sort of content is surrounding a brand’s ad or branded content. “It is actually very important to actually raise this question even from a brand health standpoint,” he said.

    Addressing the situation from an ethical standpoint, he shares that advertisers have to make the call around whether they want to pander to sensationalism or fake news.

    “Even though it has, maybe, nothing to do with the brand ad that is placed next to it, the reason this sensationalising (happens) is because advertisers are going to come because of more eyeballs. So, if you take an ethical position on that and say, even if the eyeballs come there, I will not pander to that kind of sensationalism, it will, in fact, dry up the oxygen in that room, rather than give them more oxygen. Then you are actually disincentivising those same publishers from trying to take that strategy to monetise their business,” he added.

    He said that as an agency head he will warn the advertiser if there is inflammatory content on a certain publisher’s channel or website, but he will leave the final decision on the brand head.

    Apart from this, Sakhuja talked about his favourite subject – data, the need for a unified metric system in marketing and his plans for his agency going ahead.

  • #MediaMinds2: ILN CEO Angad Bhatia on the unique mix of content & commerce

    #MediaMinds2: ILN CEO Angad Bhatia on the unique mix of content & commerce

    NEW DELHI: Standing at the unique crossroads where commerce meets content, MensXP founder and Indiatimes Lifestyle Network CEO Angad Bhatia is leading one of India’s top content platform to a completely new realm. His world of content-led-commerce is driven by editorial data and works on the foundation of community-building that can rally behind the unique stuff his in-house production team is creating.

    Opening season two of Indiantelevision.com’s Media Minds, Bhatia shares his thoughts on content, commerce, and content-led-commerce in terms of the modern world, how the Covid2019 pandemic has impacted his plans of curating brick-and-mortar shops for a range of products led by content properties like iDiva, MensXP, and What’s Hot. 

    Speaking about the publishing company’s foray into the unique world, he says, “We definitely see a surge in demand and of course the convenience of online is going to contribute to a major share in the industry. I think what we have done is that we have taken this opportunity to our advantage and we have really thought very deeply; if we have to create products, which are genuinely going to last longer, to be built on tenets of environment, affordability and can last longer.” 

    Highlighting the process that goes behind creating these unique products, Bhatia notes that his team looks that the white spaces that exist in the marketplace through editorial works and then include the community of millions of followers in taking decisions about what products they require. “We don’t have a robust strategy to tell us what our sourcing should be or we are not mining external data. All we are doing is mining around (editorial) data and figuring out what type of products we should be creating and sourcing.” 

    To know more about his model of content-led-commerce and his thoughts on current industry trends, watch