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Tag: Vishikh Talwar

  • Technology adoption makes banks lead ‘BrandZ Top 75 Most Valuable Indian Brands’

    Technology adoption makes banks lead ‘BrandZ Top 75 Most Valuable Indian Brands’

    MUMBAI: The slashing of corporate tax, from an effective 35 per cent to an effective 25.17 per cent, by finance minister Nirmala Sitharaman will translate into value increase for the brands working in the service sector, Kantar Insights Division chief client officer Vishikh Talwar told Indiantelevision.com on the sidelines of the “BrandZ Top 75 Most Valuable Indian Brands 2019” report launch in Mumbai on Wednesday.

    He said that there is a great growth potential for the top brands in the list and he is positive that by the next year, they will come up with even better performance.

    Introducing the key findings of the report, Talwar also noted that since 2014, not many brands have been able to earn consumer trust, which is one of the key driving factors that drive the brand in the list of most valuable ones.

    He indicated that it is necessary for brands to stick to their brand purpose to gain this consumer trust. “Brand purpose is more than just advertising. It goes farther. A brand will have to be very clear about what role it is going to play in a consumer’s life. It is not just about marketing people to be working on. The entire ecosystem within the organisation should be working towards serving that purpose. Cases in point are Swiggy and Zomato. It is the whole ecosystem which has to ensure, right from all the process, each of the process, each of the people in between, all their intermediaries, will have to ensure that they are providing the convenience of service and lifting the quality of life of consumers,” he added.

    Out of 75, 12 brands in the most valuable brands list are from banking, insurance, and payment sector, including the topmost HDFC Bank. Other names include LIC, ICICI Bank, Axis Bank, Paytm, and ICICI Prudential, among others.

    On being asked about why the category is dominating the list, Talwar said that that very simple reason for this is that all the names are great brands. “If you look at financial services in India, I think it is ahead of its counterparts in many other countries. The way they have adopted technology to serve the needs of the consumers, innovated their packages not just in terms of saving but equally in terms of loans, and how they have reached out to the end consumer, all of this comes together to make them the top brands.”

  • Marketers reinforcing harmful gender-based stereotypes

    Marketers reinforcing harmful gender-based stereotypes

    MUMBAI: As per a recently released AdReaction report by Kantar, marketers today are reinforcing rather than helping to eradicate harmful gender-based stereotypes. While the clear majority of marketers globally (more than 75 per cent) think they are avoiding gender stereotypes, 76 per cent of female consumers and 71 per cent of male consumers believe that the way they’re portrayed in advertising is completely out of touch.

    The latest AdReaction report from Kantar includes analysis on advertising creativity and media effectiveness both globally and in India. The latest edition is based on a comprehensive analysis of how women and men are portrayed in ads, and how they respond differently to marketing. The report aims to guide marketers on their gender progress journey and help brands grow, by Getting Gender Right. 

    Commenting on the study findings, Kantar Millward Brown, South Asia managing director Vishikh Talwar said, “Gender is a sensitive topic – one that society is currently renegotiating across social, cultural, political and commercial spheres. The India leg of the survey comes at a very pertinent time as the subject of gender portrayal has gained immense importance both globally and closer to home. The report highlights that the bulk of ads in India are targeted at women; but marketers appear to be targeting them led more by stereotypes. Gender targeting should not be an either/ or decision and we need to challenge these outdated assumptions. From a portrayal perspective, more emphases need to be made towards aspirational and authoritative roles. The industry, as a whole, needs to be more aware than ever that things need to change”

  • The Fifth anniversary edition of the BrandZTM India ranking expands to 75 brands

    The Fifth anniversary edition of the BrandZTM India ranking expands to 75 brands

    For this fifth anniversary of the BrandZ™ India report, the criteria has been revised and has expanded the ranking to become the BrandZ™ India Top 75. The expanded ranking keeps pace with the changes in India and charts India’s rapidly changing brand landscape and provide insights necessary for building valuable brands.

    With the new criteria, the BrandZ India ranking added 30 new brands, with over a third coming from the service sector.  Other categories added to the BrandZ India ranking this year are durables and home appliances, tobacco, and entertainment (TV stations). With the addition of new categories, seven Newcomers appear in the Top 15 and the awards will be given out on September 6th in Mumbai.

    As India changes, the people with some money to spend and a desire for a better life are not limited to wealthy enclaves in a few major cities, making brand marketing more complicated.  Especially in FMCG and personal care categories, success requires understanding the product nuances and linguistic distinctions both across thousands of villages and among the micro markets in India’s major cities.

    These challenges are coupled with opportunities. First, having more higher income people, even in rural areas, increases the number of Indian consumers, making it economically feasible for marketers to create niche brands. Second, digital technology and the advent of mobile devices democratizes access to information, enabling marketers to target their messages. Opportunities are everywhere because people throughout India are striving.

    Vishikh Talwar, MD Kantar Millward Brown- South Asia says-
    The BrandZ™ five-year analysis shows to ensure faster brand value growth, a brand needs to cultivate the drivers of equity: Meaningfulness, Difference, and Salience. For a consumer group like the millennials who grew amid the era of India’s technological awakening and transformation, brands must adopt their values to connect and thereby build trust with this generation. This tectonic shift in Indian society molded these young adults as conscious and highly informed consumers. They expect and demand transparency and prefer to do business with brands that have expertise in their offerings and authenticity in their claims.