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Tag: Ranjit Raina

  • How Covid2019 is fast-tracking digital transformation in experiential marketing

    How Covid2019 is fast-tracking digital transformation in experiential marketing

    Consume or connect ? We didn’t know it at the time but somewhere in the middle of March we all got enrolled in a digital bootcamp. Covid2019 didn’t fast track digital transformation, it literally beamed us into the future. I have never witnessed such far-reaching change at such a pace.

    For an industry built on enabling human connections, Covid2019 rudely hit pause and with little warning. For those who will get the reference, it felt like Mr Freeze was on a rampage in real life. And when things thawed, we were in the future. Engagement changed overnight, calls were replaced by zoom/teams/blue jeans and webex. In a few short weeks we had already graduated to zoom fatigue and realised blue jeans were fading fast. And it wasn’t just about video messaging, the humble WhatsApp became part of the retail renaissance as the mom and pop stores leap frogged into the future and Ludo rivalled call of duty for family time.

    As isolation and social distancing become the norm for now, engagement and interaction has moved to our devices. The buzz in the experiential industry is all about pivoting to digital events. The tech jargon is flying fast and furious and it’s all about innovating or becoming irrelevant.

    Digital transformation isn’t about the adoption of technology, video conferencing has been around since the 80s and live streaming since the 90s. Most of the tech being adopted has been around for a while now and the first virtual conferences were held more than a decade ago. Digital transformation is all about staying real in a virtual environment, looking at screens not as devices to consume but as spaces to create live engagement. The screen is the new experiential touchpoint. Not just a place for content consumption but place to enable real human connections through live digital experiences.

    I am not sure if it was insight or instinct ( or maybe a combination of both) but the lockdown pioneers of digital engagement seem to understand the difference between creating digital content and producing live digital experiences. They understood that being present on the other side of a screen is not the same as participating with the on-screen experience.

    Vir Das hit a home run (no pun intended), with At Home, his online comedy tour for Covid2019 relief. A brilliant and effective use of zoom creates live engagement with the audiences. They are not watching a Vir Das special on their screens, they are part of a live experience. Kommune, the artist collective did something very similar when they created Lockdown Love , a play performed live on zoom. With every performance the experience became more engaging, with audience interaction seamlessly made part of the narrative. These early experiments by creators like Vir and Kommune clearly show that it is possible to connect with people on the other side of the screen.

    Almost every pre-pandemic human engagement has moved online. From fitness to education and everything in between. A recent article in Forbes states that virtual events are up 1000 per cent Since Covid2019, with 52,000 on just one platform called 6Connex!

    Take a look at some of the virtual events scheduled during the next few months. This July, Nintendo will host its flagship event, Pokemon GO Fest in a virtual format. XBOX is following suit with the XBOX 20/20 launch through a series of virtual events. From gaming to finance, with digital payments on the rise, June has seen the opening of Virtual bank branches across the globe from TSB in New Zealand to the Al Salam Bank in Bahrain. Hong Kong is going to see more than five different virtual banks open shop in the coming months. Commerce is not just going digital, it is going virtual. Closer home, the iconic Lakme Fashion week is going digital with the launch of “Virtual Showroom”. A digital engagement platform for designers and artists to showcase their collections to buyers and suppliers. The showroom is set to launch in Q3 with the upcoming LFW.

    We are seeing similar transformations across industries; each is an opportunity for digital experiential marketing because commerce is more than just a transaction. Digital experiential has the ability to elevate the experience and create human connections across the screen and there lies the real transformation. So while we navigate the new and wait for some of the old to return, remember it’s not just about pivoting, it’s about persevering.

    (The author is Geometry Encompass CEO. The views expressed are his own and Indiantelevision.com may not subscribe to them)

  • Geometry Encompass wins network agency of the year at Dragons of Asia 2019

    Geometry Encompass wins network agency of the year at Dragons of Asia 2019

    MUMBAI:  Geometry Encompass had a glorious year at Dragons of Asia 2019, securing 5 Dragons under various categories. Its campaign "Beginning of Togetherness" for Brooke Bond Red Label dominated the awards by winning the best in India title – the Blue Dragon, along with a gold, silver and black Dragon. The campaign was inspired by real-life stories and it reveals what happens when a cup of tea makes people question their deep-rooted prejudices. It focuses on communal brotherhood and encourages everyone to find common ground.

    Geometry Encompass also won a Bronze Dragon for its campaign, “The Mirror Image”. It highlighted the efficacy of Vim dishwashing soap by replacing mirrors in public restrooms with thalis (steel plates used for having Indian meals) washed with the product. The thalis were so clean and shiny that the reflective surfaces acted like mirrors.

    Geometry claimed its ground for the fourth time in a row as the Network Agency of the Year.  The winners were announced on 7 October 2019 in Kuala Lumpur, Malaysia.

    ‘Dragons of Asia’ has recognised excellence in results-driven marketing communications by agencies and clients across all countries in the Asia Pacific region since the year 2000. Its Network Agency of the Year Award was conceived in 2016 and been bestowed to Geometry ever since.

    Geometry Encompass chief executive officer Ranjit Raina, speaking on behalf of Geometry Encompass India, said, “We’re thrilled to see that our hard work has been recognized by a body as prestigious as the ‘Dragons of Asia’. Arpan and his team have consistently delivered great work for our clients and it is this commitment that has shone through for us. This body of work is especially important as it demonstrates our creative strength across categories for HUL. The intense spirit of competition pushes us to perfection and keeps the industry dynamic and creative.”

    Commenting on the victory, Geometry Encompass managing director Roshan Abbas said, “This is a great achievement for us as we have won across a wide range of categories. This was made possible thanks to our hard-working team and our brave client partners. These awards are a testament to our dedication to creating meaningful work that has an impact and pushes the envelope of creativity and effectiveness.”

    Geometry Encompass managing partner Shankar Shinde commenting on behalf of Geometry Encompass said, “It is been a great year for Geometry Encompass, we did some excellent work around the largest human gathering Kumbh Mela 2019. And now it is humbling to see our work getting recognition at the international forum!”

    Dragons of Asia marketing communications recognition programme director Mike Da Silva commented, "This year’s Dragons of Asia was the closest Programme in our 19 years, in terms of quality of the execution and effective, measurable results. With this closeness, winning a Dragon of any colour this year, has been truly well deserved. Geometry Encompass’s “Beginning of Togetherness’ for the Brooke Bond tea brand, successfully encouraged Indians to open their minds to existing deep-rooted religious differences, becoming a catalyst for positive outcomes, whilst successfully addressing the brand’s marketing objectives.”

  • Geometry Encompass ropes in Ranjit Raina as CEO

    Geometry Encompass ropes in Ranjit Raina as CEO

    MUMBAI: India’s leading experiential marketing and brand activation agency, Geometry Encompass recently announced the appointment of Ranjit Raina as the Chief Executive Officer. Raina will commence his new role from August 13, 2019. In his earlier stint with the agency, he served in the capacity of Chief Operating Off­­­­icer.

    Raina holds an experience of over 27 years across production houses, experiential industry and television. He first joined the agency in 2004. In his decade long stint with Encompass, he was involved with the bottom line functions primarily Finance and Corporate Operations of the organisation. He has worked with clients across sectors like Nokia, Pepsi, Hyundai, GSK, Mercedes Benz, Palmolive and Gillette.  He has also played an eminent role in the acquisition of the agency by global giant WPP in 2008.

    In 2014, he moved on to lead his own business venture, an engagement design consultancy company.

    “Ranjit has witnessed the growth of Geometry Encompass from the very beginning and now will bring his expertise and experience back to the organization,” said Diana Cowley, CEO – APAC, Geometry Global. “The team of Geometry Encompass has always played a key part in Geometry’s Asia Pacific growth. I am confident that Ranjit will lead the team to even greater heights in the months and years to come.”

    Speaking on the development, Roshan Abbas CEO and MD said, “We are happy to have Ranjit back as the leader of our team. He has proven time and again his strong understanding of the market and his expertise in live engagement experiences. He is bringing with himself the agility of a start-up and a new-age thinking that will lead Geometry Encompass to newer heights.”

    Taking up the new role, Ranjit Raina said, “Geometry Encompass has always been experimental and industry-first in its approach and is driven by passionate individuals who are always working to create a new experience for brands and its consumers. Being digitally-charged and data-driven, the agency ensures best returns for its clients and the most impactful conversations with consumers.  I am glad to be back with the force and hope to achieve new milestones in the near future.”