Upcoming General Elections and Top Cricketing Properties Such As Ipl and Icc World Cup Will Fuel a Surge of Advertising Across Industry Domains This Year

WEEKLY ADVERTISING, MEDIA & MARKETING NEWS - VOLUME 15, ISSUE 32 - 20 JANUARY 2019

MEDIA AGENCIES DATA, CONTENT AND OTT WILL BE KEY IN 2019 CREATIVE AGENCIES BLURRING LINES BETWEEN TRADITIONAL AND DIGITAL

EXPERIENTIAL WHEN EVENTS WILL WOW BHARAT PRINT RENOVATE, RECALIBRATE, SUSTAIN!

MARKETING DEATH OF THE DIGITAL MARKETER DIGITAL OF VOICE, VIDEO AND VERNACULAR

RADIO INNOVATIVE CONTENT TV WILL RULE THE RULED BY POLLS, AIRWAVES CRICKET AND NEW TARIFF REGIME

PR DRIVING REAL OOH BUSINESS IMPACT ELECTIONS, CRICKET, IN 2019 OTT BONANZA FOR OOH

UPCOMING GENERAL ELECTIONS AND TOP CRICKETING PROPERTIES SUCH AS IPL AND ICC WORLD CUP WILL FUEL A SURGE OF ADVERTISING ACROSS INDUSTRY DOMAINS THIS YEAR

WHAT TRENDS WILL SHAPE THE MEDIA & ADVERTISING INDUSTRY THIS YEAR?

his week, we present the IMPACT Trends Tambawalla, Director & Head, Marketing, Franklin Report, 2019, where we have industry experts Templeton Investments, talks to us about their latest identifying the factors that will shape the Media, campaign, ‘Reach for Better’ and their marketing strategy Marketing and Advertising industry this year. for the Indian market. TheyT help us analyse various sectors, and their collective *** views have shaped the IMPACT Trends Report 2019. We also talk to Srinivasan Swamy, Chairman, R K The way the industry performs this year will be largely Swamy Hansa Group and Chairman and World dependent on a few factors like the upcoming General President of the International Advertising Association Elections and big sporting events like the Indian (IAA), about the ‘Brand Dharma’ philosophy, Premier League (IPL) and the ICC World India playing host to the IAA World PRINT Cup. At the centre of this growth will be TV Congress for the first time, and his focus Digital that is expected to continue areas going forward. CREATIVE growing at a faster pace than the DIGITAL *** other domains. The growth of In this week’s Talking Point, we Television will be influenced by talk to Rahul Kansal, Group the effective implementation Brand Advisor, Network18, RADIO of the new TRAI tariff regime MARKETING about News18 India’s recent and the consumer’s reaction to campaign, Desh Ka No.1 News this new ecosystem. For most Channel, that does a humorous domains, consumers will remain take on its leadership, growth at the centre, and everybody will MEDIA and status in the Hindi news AGENCIES PR try to up their content game, to segment. We also talk to Rajiv woo consumers with better and Dingra, CEO, WATConsult, who more engaging content. Technology EXPERIENTIAL NEW AGE tells us about the agency’s journey as and data will also play a greater role in it completes 12 years, and its roadmap making the overall consumer experience ahead. more targeted. Turn over the pages to deep- *** dive into our report for this year. In the Happenings section, we bring you images *** from the Ramnath Goenka Excellence Awards for Global investment firm Franklin Templeton Investments Journalism and a celebratory dinner hosted by the Dainik (India) has been present in India for the past 25 years, Bhaskar Group after the Audit Bureau of Circulations and now, the brand is directing all its efforts towards (ABC) in its latest report declared Dainik Bhaskar as the informing the consumer about the benefits of investing in largest newspaper group and largest Hindi newspaper of mutual funds, thereby helping the industry grow. Juzer the country. Turn the pages to see them.

PUBLISHER & Dipali Banka I Editorial Contributor Nikhil Tandon | 9999700906 EDITORIAL, SALES & CIRCULATION EDITOR-IN-CHIEF [email protected] [email protected] Annurag Batra DELHI OFFICE B-20, Sector 57, Noida-201301 [email protected] Eularie Saldanha I Trainee Reporter GENERAL MANAGER - Tel: (0120) 4007700 [email protected] SALES & BD, WEST EDITORIAL DIRECTOR Ashish Kudalkar | 09820541742 MUMBAI OFFICE: Amit Agnihotri SENIOR ART DIRECTOR [email protected] 3/301 Kakad Bhavan, 3rd Floor, 11th Street, Shamsad Shaikh Opp Gaiety Galaxy Cinema, DIRECTOR [email protected] Bandra (W), Mumbai 400 050. Rohit Dave | 09870701056 Nawal Ahuja Tel: (022) 66206000 [email protected] [email protected] Surya Prakash I Senior Designer BENGALURU OFFICE: Abhijit Kelkar | Senior Designer # 18, 3rd B Cross, Domlur II Stage, EDITOR Dhwani Dave | 9987032732 Bangalore 560071 Srabana Lahiri PHOTOGRAPHY [email protected] [email protected] Ashish Chawla (Mumbai) Distributed by : Suresh Gola (Delhi) GM-SOUTH & VP, SPL PROJECTS Central News Agency - CNA. NEWS TEAM Vilas Kalgutker (Mumbai) Sneha Walke | 09845541143 Beryl Menezes | Assistant Editor [email protected] PRINTED AT [email protected] SALES TEAM Spenta Multimedia Peninsula Spenta, NATIONAL HEAD- SALES Prashant Kulkarni | 09886138249 Mathuradas Mill Compound, NM Joshi Neeta Nair I Special Correspondent Runa Sinha I 09810497903 [email protected] Marg, Lower Parel, Mumbai 400 013. [email protected] [email protected] (All rights reserved. Reproduction in whole Barun Deka | 097385 53913 or part without written permission is strictly prohibited. ) Samarpita Banerjee I Special Correspondent Anoop Nautiyal | 08130824948 [email protected] An exchange4media Group publication [email protected] [email protected] CIRCULATION & SUBSCRIPTION Christina Moniz I Senior Correspondent Gaurav Vadhera | 09818189504 Anandan Nair | 09819445200 [email protected] [email protected] [email protected] 14

MARKETING ZONE 12 40 ‘WE GET A HIGHER ROI FROM PROGRAMMATIC HAPPENINGS THAN FROM REGULAR SEARCH ADVERTISING’

JUZER TAMBAWALLA, Director & Head, Marketing, Franklin Templeton Investments

TALKING POINT 32 ‘DESH KA NO.1 NEWS CHANNEL’ IS AN ENGAGING WAY TO PRESENT OUR GROWTH STORY: RAHUL KANSAL WE’D LOVE WATCONSULT TO BE THE FIRST DIGITAL-ONLY AGENCY TO WIN AT THE CANNES LIONS: RAJIV DINGRA

SPOTLIGHT 33 ‘MY FIRST PRIORITY IS TO BRING SELF-REGULATION INTO DIGITAL MARKETING’ SRINIVASAN SWAMY, Chairman of the R K Swamy Hansa Group and Chairman and World President of the International VICE-PRESIDENT OF INDIA VENKAIAH NAIDU AMONG TOP Advertising Association (IAA), POLITICIANS AT DAINIK BHASKAR CELEBRATORY DINNER BW BUSINESSWORLD SMART CITIES RAMNATH GOENKA EXCELLENCE IN JOURNALISM AWARDS CREATIVE SHOWCASE 34 PRESENTED TO TOP JOURNOS @NEW DELHI EVENT CONCLAVE AND AWARDS UNITES LEADERS OF THE SMART CITY SPACE BACK BEAT 46 CREATING CONTENT THAT MATTERS ASIF UPADHYE, YELLOW SEED + QUIZ

(L to R), Ashwin Krishnan, Head, Sports Marketing, Oakley India; Salil Murthy, MD, India & South East Asia, General Mills; Shyam Tallamraju, Senior VP, Radio Mirchi; Ujjwal Mathur, VP & Country Head, Business, TCS; Harish Bhat, Brand Custodian, Tata Sons; Anil Singh, MD, Procam International; Devendra Bharma, Executive Vice President, The Oberoi Group & Vivek Singh, Jt. MD, Procam International as the countdown begins for the Tata Mumbai Marathon.

AD & ACCOUNT STORY OF THE WEEK INDUSTRY PRIVATE FM DAN bags the media STATIONS TO Zee Studios launches account for handsets CARRY AIR NEWS digital content studio OPPO and OnePlus Zee Studios Originals he Zee entsu Aegis Network (DAN) has TEntertainment Dwon the media mandate for handset Enterprises Ltd majors OPPO Mobile (ZEEL) owned and OnePlus. The company Zee integrated account is Studios has launched an independent estimated to be around Rs 500 crore and digital content arm called Zee Studios involves media as well as digital duties. Originals. It will produce premium, Prasar Bharati has permitted private original content and create new IPs FM radio broadcasters to carry (intellectual properties) for all digital Welspun Group hires All India Radio news free of cost platforms globally. Leo Burnett India as its on a trial basis till May 31, 2019. Information and Broadcasting Minister SITI launches app to creative agency Rajyavardhan Rathore, who made the help choose channels eo Burnett India has won the creative announcement, launched ‘Sharing of as per new tariff plan All India Radio News with Private FM Lmandate for the flooring vertical ITI Networks Limited, an Essel Broadcasters’. Private FM radio stations of Welspun Group. Leo Group company, has launched will be permitted to broadcast AIR S Burnett India won the My SITI mobile app for its customers. news bulletins in English and Hindi. mandate after a multi- The My SITI app gives a agency pitch, and its More than 100 private stations have convenient way to SITI’s Mumbai office will look after the business. already registered for it. 55 million consumers to access and operate OMG Digital wins The AIR news bulletins shall have to be their SITI Digital cable TV carried in toto, in an unaltered form. connection. Mobiistar’s Digital and The commercials which are broadcast ATL media duties during news bulletins shall also have to Lowe Lintas, PointNine be carried along with the news in toto. Lintas merge to form a obiistar, Vietnam’s smartphone Private FM broadcasters will have to Mbrand, has appointed OMG Digital, give due credit to AIR for sourcing their full service agency ullenLowe a newly created unit within news. Rathore stated that an aware Lintas Group Omnicom Media Group India, citizen is an empowered citizen, he M is merging its to handle its digital and ATL added that this step is a collaborative omni-channel agency, PointNine Lintas, media duties. The account will be serviced effort towards bringing together all with its flagship creative agency, Lowe by a dedicated team out of the network’s the radio stations of India to inform, Gurgaon office. Lintas. The merger is aimed at forming educate and empower people. one of the largest hyper-bundled (full- service) agencies of India.

January 20> 2019 [ impactonnet.com ]

IDBI FEDERAL LAUNCHES #KEEPMOVING CAMPAIGN PEOPLE Banerjee joins Facebook India as Director, GSO Siddharth Banerjee, Vodafone EVP Marketing, has joined Facebook’s India operations as Director- Global Sales Organisation (GSO). He will be leading the Verticals, Agency Relationships and Solutioning Teams for Facebook India. L&K Saatchi & Saatchi’s CCO Delna Sethna moves on L&K Saatchi & Saatchi‘s Chief Creative Officer (L to R) Vighnesh Shahane, CEO, IDBI Federal Life Insurance, Cricketing legend Sachin Delna Setha will be Tendulkar and journalist Ayaz Memon at the launch of #KeepMoving campaign moving on from the agency after a five-year Twitter India AI integrated voice stint. The agency will be led by Kartik Smetacek and Rohit now launches assistant launched Malkani, who have been elevated to #ChaupalOnTwitter in NewsX Studio Joint National Creative Directors, with immediate effect. witter India and TV Network has Tseveral Chaupal ilaunched NewsX Thakurta, Kamble, Pandey leaders including, UP AI, world’s first A.I made NCDs @Leo Burnett CM Akhilesh Yadav, RJD integrated voice Leo Burnett India has Leader Tejashwi Yadav, assistant in a news promoted Prajato Guha BJP Leader & Union Minister Jayant studio. The NewsX studios will now have Thakurta, Sachin Kamble Sinha & MP Kavitha Kalvakuntla in a permanently integrated Studio Voice and Vikram Pandey Nizamabad, announced a new initiative Assistant (SVA) which will be used in to National Creative #ChaupalOnTwitter to encourage the daily programming as well as during Directors. They will more civic discussion and participation special events including Budget 2019 report to Rajdeepak between communities and their leaders. and the 2019 General Election. Das, MD- India and CCO, South Asia, and Network18 relaunches Momspresso Bharat, Dheeraj Sinha, MD - in.com, to provide a digital vernacular India and Chief Strategy Officer, South Asia. Prior celebrity centric news agency, launched to their promotions, the etwork18 has extended omspresso, a user- trio has been Executive Nits digital content Mgenerated content Creative Directors in portfolio by announcing platform for women, has Leo Burnett's the relaunch of in.com – A launched Momspresso Mumbai office. terminal for all things celeb! Bharat, a digital vernacular Grey group appoints The platform will largely cater to the services agency. Momspresso Bharat millennial readers who are interested in will offer all aspects of vernacular Minakshi Menon as Sr VP the lives of high-profile individuals. content including audio, video and text. Grey group India has appointed Minakshi Menon to lead the A SNEAK PEEK AT WHAT THE INDUSTRY IS TWITTER-ING ABOUT agency’s Bangalore office in India. She joins Prema Sagar @psagarindia house and find the mug in an unlikely place. ‘Stop using fork and spoons for traditional #creativefamily Grey group as Senior Indian food!’ Vice President & Office Head. Menon Raj Nayak @rajcheerfull will closely work with her reporting Shekhar Gupta @ShekharGupta Watched the #AccidentalPM. Thumbs up head, Yashaswini Samat. Go to Hampi, says NYT, putting it 2nd on and wishing you all the best for the release Binodan Sarma appointed its list of 52 must-see places in 2019... And dear @AnupamPKher. You have once again if you go to Hampi, you’ll see a marvellous demonstrated what a fabulous actor you are. VP, Dentsu Impact Digital relic being ruined again, with apathy, Dentsu Impact, the vandalism and a mere Rs 6.5 cr per year Ajay Gahlaut @meajay creative agency from for restoration The internet has shown me the error of Dentsu Aegis Network, my ways. I realise now that ‘dog’ is an has appointed Binodan Satbir Singh @thesatbir abbreviated form of the correct name Sarma as Vice President, It’s 9 degrees. You hit the bathroom, mix ‘doggo’. ‘Pup’ is ditto for the correct Dentsu Impact Digital. water to a lovely 51 degrees, undress ‘pupper’ Another fact I have learnt is that and go bonkers looking for the mug. the animal name for Homo Sapiens is His previous stints have been with You dress up again, search around the ‘Hooman’. Cheil Worldwide, Lumata Digital and Wunderman International.

January 20> 2019 [ impactonnet.com ]

12 FEATURE PRESENTED BY

JUZER TAMBAWALLA | FRANKLIN TEMPLETON INVESTMENTS ‘WE GET A HIGHER ROI FROM PROGRAMMATIC THAN FROM REGULAR SEARCH ADVERTISING’ Franklin Templeton’s recent ‘Reach for Better’ campaign aimed to connect with consumers by telling inspiring stories of six people, as part of the brand’s drive to spread awareness about the mutual funds industry. Juzer Tambawalla, Director & Head, Marketing, Franklin Templeton Investments tells us more about the brand’s marketing strategy

BY SAMARPITA BANERJEE

Q] Your recent ‘Reach for Better’ campaign was an attempt to showcase PROFILE the extraordinary stories of six ordinary Juzer Tambawalla, people. Tell us more about the campaign. Director & Head, We launched ‘Reach for Better’ globally around Marketing, Franklin a year ago and while it’s a global theme, there are Templeton different ways of interpreting it for every market. Investments, Market situations are quite volatile currently and is accountable in such a scenario, it’s difficult to reach out with a for the ATL and message saying ‘reach for better’, because people BTL initiatives to might find it difficult to connect. We wanted to use support the brand the phrase, and yet position it a little differently, so communications as to be able to use the message for a longer time, so function and ensure that people could start identifying with the phrase. that these activities While you cannot control the brand’s performance, are aligned with the you can control other aspects of what the brand brand-language while really has to offer. So now it’s not just about receiving maximum strong performance but also about strong ethics, exposure through services and our contribution to the community. all channels. He has So, it’s a larger, well-rounded positioning and it’s conceptualized and not just about the consumer too. We have also built the brand’s come out with a lot of communication around digital ecosystem, investment education and this year, we themed and successfully our investment education campaign on ‘reach for positioned the firm better’. to communicate and engage with both Q] While Reach for Better was a investors and advisors. digital-driven campaign, are you planning to take it to other mediums too? Not right now. Taking it to other platforms is expensive. Currently, the mutual fund industry has approximately two crore investors in India, which isn’t really a very large number. Moreover, the Association of Mutual Funds in India MARKETING TIP (AMFI) is helping bring about a category expansion with its ‘Mutual funds sahi hai’ Understand your campaign which has seen great traction consumer, and keep and visibility. As brands, we really want to him at the core of focus on these 2-3 crore investors who could everything you do. potentially invest with us or within the industry. While today it’s become much easier to invest than it was some 5-10 years back, there is still a fair amount of documentation and KYC required. For someone to be investment-ready, there are few hoops one needs to jump, and therefore we feel that at this point in time, the digital platform serves our purpose best.

Q] What kind of investor education

January 20> 2019 [ impactonnet.com ] 13 PRESENTED BY

programmes have you been coming up with? We are using a lot of digital to talk to our consumers. We have used TV in the past, but it’s a little difficult to sustain on the platform. AMFI’s campaign has helped start a conversation around mutual funds. I am a part of the ‘investor education’ committee at AMFI, and we are trying to do a lot of things, right from traditional plain vanilla advertising to brand integrations. Today, the fact that WhatsApp forwards with the ‘sahi hai’ tagline are being circulated, and people are talking about it, gives us a sense that people are recognizing mutual funds as a category which is for everybody.

Q] Is the younger generation getting more curious about the category and your products? Definitely. We recently put out a chatbot on the AMFI website and over 1,00,000 chats have already happened. People are realizing that their money needs to get managed actively. People can always actively manage their portfolio themselves but it’s difficult, considering all of us have day jobs. I don’t look at my investments on a daily basis. I’d be better off if I give it to a collective vehicle like a mutual fund which is cost-effective and actively managed by professionals. Today, mutual funds have a long track record to show. Two of our funds completed 25 years on December 1. Today, investors have enough strong options available, from a mutual fund perspective. There has been a shift. Mutual funds are no longer the last option on a person’s list of investments. It has become a category in active consideration.

Q] Is your target audience primarily the urban population? Our target audience is anybody who is interested in investing in mutual funds. We have around 40 offices, and we are getting leads from 200 cities, and that’s a massive eye-opener for me. It’s no longer just an urban phenomenon, thanks to connectivity and easier access to information. We launched a platform called the FT Academy about five years ago. At that time, we launched 19 videos in five languages because India is a multilingual country. Information is easily available, which has prompted this whole interest in the minds ABOUT THE BRAND of consumers to go out and seek information on the product. Franklin Templeton Investments (India) is one of the largest foreign fund houses in the country. It manages Q] You have been using programmatic advertising for comprehensive ranges of mutual funds catering to varied some time how. How has that helped the business? investor requirements and offering different investment When I look at the $100 that I spend on programmatic versus styles to choose from. It has offices in 39 cities and the same amount I spend on regular search, the RoI that I get from collection centres in over 100 locations across the country. programmatic is significantly higher. It helps us reach the right kind Franklin Templeton Asset Management (India) Pvt. Ltd. is a of audience. People coming to us from the programmatic campaign wholly owned subsidiary of Franklin Resources, Inc., a global are spending more time. Our lead conversions are far better. From an investment organization operating as Franklin Templeton overall AI space, we have some distance to travel as an industry. Also, Investments. these are new-age technologies that are evolving rapidly. Everybody in the industry is making these investments and are bullish about it. We are a foreign brand that has been in India for nearly 25 years now. FACTS Digital democratizes your ability to reach and communicate, because CREATIVE AGENCY: SOHO SQUARE then it’s about your content and how effectively you are going to use it DIGITAL AGENCY: PERFORMICS.CONVONIX to target consumers. If you can do that well, the opportunity becomes SOCIAL MEDIA AGENCY: MIRUM pretty much equal. PR AGENCY: MSL Q] What would be your broad marketing strategy for the next few years? the overseas markets, investors have the choice of investing their A marketing strategy revolves around where the consumer is PF money into regular mutual funds. The moment that opens up going - and today, the consumer is moving to digital. We believe that here, we will see a massive shift. Also, if the industry continues to language searches will pick up where people will search for our collectively invest on investor education, mutual funds will become products in different vernacular languages. So, our approach will be the preferred choice for the next generation of investors. Today, largely dependent on using the digital platforms that are available, people are far more aware of how the products function, the risks, investing in them aggressively and trying to make sure that we use if any, and how they can be managed. People are now realizing the our money smartly. Digital will play an important role in our overall fact that there is a difference between insurance and investment. marketing strategy and approach going forward. Things take time and India is not an easy market to crack, culturally, linguistically and socially. The last few years have brought about a lot Q] How different is the Indian market from other global of change in the industry and we are now at the cusp of an inflection markets? point in the industry. Today, the employees’ provident fund (EPF) typically gets invested in fixed income instruments, like government bonds. In @ FEEDBACK [email protected]

January 20> 2019 [ impactonnet.com ] 14 FEATURE

January 20> 2019 [ impactonnet.com ] 15

he year 2018 turned out to be quite an eventful year for the Indian Media, Marketing and Advertising industry. Across domains, the upcoming General Elections as well as top cricketing properties during the year are expected to fuel a surge of advertising. In its recently updated This Year, Next Year report, GroupM has predicted that India will contribute around $1.35 billion (Rs 9,516 crore approximately) growth to the advertising industry, becoming the third largest contributor after China and the US. At the centre of this growth, just like last year, will be Digital, that will witness the maximum rate of growth. The growth of Digital will be driven by increased data consumption and deeper smartphone penetration that will help the medium reach the farthest corners of the country. Digital’s growth, industry experts feel, will be fuelled by Voice, Video and Vernacular. Moreover, the rise of OTT and video, increased usage of AI and machine learning, increased usage of programmatic and the birth of new social media influencers, will also lead to the growth of Digital. The year looks promising for the media industry too with political and sporting events shaping up the growth of the industry; 2019 will also be a year that will see personalization, growth in language users, increased investments in data security and transparency and greater consolidation, both at the media owner’s and agency’s end. The Creative industry will see the blurring of lines between traditional and digital. Integration will be the name of the game, with the walls inside agencies breaking down and different teams working together on conceptualising targeted campaigns. Moreover, with more and more opportunities and clients open to experiment with more than one agency owing to the project model, many big names from the creative world are expected to start out on their own, thereby giving birth to more creative start-ups. The broadcast industry is upbeat about the upcoming General Elections and also sporting events like the Indian Premier League (IPL) and the ICC World Cup, that are expected to fuel TV advertising. Moreover, the industry is waiting for the implementation of the new TRAI tariff regime on February 1, to observe consumer behaviour, which will help chart the route for the channels. There is hope that news and sports will see a lot of innovation, becoming more interactive while the industry as a whole will come together and work towards giving consumers better content to choose from, empowering them. The industry is also expected to become more transparent once the regime is implemented. For marketers too, the year is expected to be interesting. With the advent of technology that is evolving on a day-to-day basis, there will be an increased reliance on AI, bots and automation. Customer Relationship Management will also become more important with brands realizing the significance of having a fulfilling and a longer relationship with customers rather than just acquiring them. Experts from the Print industry are hoping that 2019 will bring in some respite to the balance sheets of Print publications. The industry will also move to more platforms to disseminate information - online, videos, ground activations. Moreover, the primary growth driver for the industry will be the urban and semi urban markets that will lead to the rise of language publications. Like TV and Digital, where content will be king, Radio will also heavily bank on content to woo consumers. Key players will look at transforming the medium into an interactive one by innovating with differentiated story-telling and varied presentations of content. With Prasar Bharati now allowing AIR news on FM radio, credibility of Radio will grow and with the General Elections coming up, industry leaders are projecting a strong 15% growth for the medium. With increased investment across public and private sectors and increased consumer buying power, the PR industry has witnessed a double-digit growth over the past few years. In 2019, this momentum is expected to continue as the industry is expected to maintain a consistent, double- digit growth rate as it works to drive real business impact. Branded content will become a powerful PR tool and PR firms will use AI more effectively to analyse data, get audience insights, and predict industry and media trends. The OOH industry is quite optimistic about 2019 and experts feel that the upcoming elections, IPL and ICC Cricket World Cup will help the industry witness steady growth. Industry experts have pegged the growth at around 9-10%, and estimated annual spends of approximately Rs 3700 crore which will also be boosted by the growth of Digital OOH, OTT and transit advertising. On the events and experiential front, more and more brands will realize the opportunity that lies in smaller cities and towns and therefore, Bharat will see an increase in events. Data-driven creativity will lead to an increase in a more targeted approach that will help players immerse consumers in highly interactive experiences.

January 20> 2019 [ impactonnet.com ] 16 FEATURE MEDIA AGENCIES DATA, CONTENT AND OTT WILL BE KEY IN 2019 With the ICC World Cup, Indian Premier League (IPL) and the General Elections lined up, media agency leaders believe 2019 looks very promising. It could be a landmark year for the industry, which will see the rise of personalized advertising, greater mobile ad spends, video and other content in regional languages and proliferation of all OTT platforms. Measurement will also be key, as marketers and agencies will constantly be challenged with fluidity in measurement and distribution. Therefore, managing unpredictability and change will be key to surviving 2019.

BY CHRISTINA MONIZ

THE YEAR OF MOBILE, VIDEO, PERSONALISATION CONTENT AND

It is the era of personalization. The MEASUREMENT competitive advantage of ad agencies now resides in their capacity to leverage The conversations in 2019 will be about data, technology and creative talents. mobile and video, content and measurement. Agencies will now continue to simplify Mobile adoption is growing, with smartphone their operating structures, pursuing subscriptions estimated to touch 1 billion over greater integration between their the next five years, as per industry estimates. businesses as they focus on the growth Mobile ad spends look set to surpass desktop areas of data, technology and creative. with 53% share within Digital.

PROLIFERATION OF OTT PLATFORMS

With over half a billion Internet users and over 300 million users of messenger and OTT apps, S-VOD (Subscription Video on Demand) could well be the sleeper with edgy content, high-quality bandwidth and reduction in subscription cost. Companies with a strong focus on regional language businesses will find it easier to grow as consumers in small towns and migrants in large cities will drive media consumption. There are currently more than 30 OTT platforms, and this is only the beginning. With India slated to be among the top 10 OTT markets within the next four years and with estimations of over 75% content consumption through OTT by 2021, it will be worth observing to see how brands leverage this medium.

January 20> 2019 [ impactonnet.com ] FEATURE17

GROWTH OF VERNACULAR LANGUAGE USERS

An increase in language users has opened up opportunities for innovation in content that can cater to diverse tastes. This is true for all platforms, including TV and Print. Advertisers targeting content through the consumer’s eyes will boost ad relevance and better brand metrics.

POLITICAL AND CRICKET AD SPENDS

With the General Elections lined up this year, political ad spends are projected to reach close to Rs 2,000 crore. Additionally, the INVESTMENT IN upcoming ICC World Cup, the IPL and a host of India cricket DATA SECURITY, tours make 2019 a delight for marketers and media agencies. TRANSPARENCY Since cricket is a high interest area in India, these will definitely In 2018, data was in the crosshairs, ensure higher ad spends. whether belonging to European Another important factor that regulators armed with the newly agencies and brands often implemented General Data Protection ignore is the monsoon. A good Regulation (GDPR) to marketers monsoon will drive demand concerned about the quality of from the rural markets and commercial data to consumers wary clients from the FMCG, auto and of various privacy controversies. This other categories are dependent year will see a wave of investment on rural markets. The elections, in technology for data security and cricket and a good monsoon transparency. Digital advertisers will should ensure that 2019 continue to improve their mouse becomes a landmark growth traps to better personalize and target year for the industry. advertisements by harnessing the power of algorithms and data as consumers continue to increase time spent on mobile and video viewership.

GREATER CONSOLIDATION

Consolidation will happen, both at the media owner’s end and at the agency end. The legacy of old world agencies will struggle while the nimbler and more agile agencies will thrive. The focus will be on growth, which will largely be driven by building greater digital capabilities.

January 20> 2019 [ impactonnet.com ] 18 FEATURE

CREATIVE AGENCIES BLURRING LINES BETWEEN TRADITIONAL AND DIGITAL The year 2018 was one in which the Swiggy Gulab Jamun ad was as much talked about as Vicks One in a Million #TouchOfCare campaign, i.e., the year when long format videos happily co-existed with shorter, snappier ones. Let’s find out what 2019 has in store on the creative front

BY NEETA NAIR

MORE PROJECTS, DISAPPEARANCE LESS RETAINERS OF DIGITAL VS

While agencies are not happy with this, the TRADITIONAL trend is to take up creative work on project basis. Agencies say consistency is lost and The walls within the agencies which also there is no accountability involved, yet segregate digital from traditional will get it gives flexibility to clients to move from shattered completely. Everything will one agency to another, or even the option seamlessly blend with each other. They will of working with more than one agency in become one organic whole, so to speak. the event the client needs more. MARRYING CONTENT IDEA AND BRAND

Marrying the brand and the content idea together in a manner where the consumer still feels that he or she is getting a lot of entertainment. People in the digital world pay less for advertising. In fact, they are paying to block advertising and thus it is no wonder that services like Netflix, Amazon Prime are in demand. The only way out is by marrying the brand message with good and relevant content. BEST OF MOVING INTEGRATION AND BEYOND SELLING SPECIALIZATION A PRODUCT Orchestrating a solution for the client where you have the best of integration and Brands today believe that they have a the best of specialization all in one place. purpose beyond selling their product. And Every client wants integration but not at producing campaigns that reflect their brand’s the cost of specialization, so giving them (and the company’s) beliefs rather than the that as a delivery option and solving their product attributes. problems is what really matters.

January 20> 2019 [ impactonnet.com ] 19 OOH ELECTIONS, CRICKET, OTT BONANZA FOR OOH The year 2019 is set to bring cheer to the OOH industry with growth pegged at 9-10%, and estimated annual spends of approximately Rs 3700 crore. This comes on the back of several factors like the upcoming General Elections, the IPL and ICC World Cup, as well as the growth of Digital OOH, OTT and transit advertising

BY BERYL MENEZES

ELECTIONS, CRICKET, OTT TO BE TOP SPENDERS With the Lok Sabha elections scheduled for April-May 2019, the first half of the year is likely to see substantial spends from political parties as part of their election campaigning, with OOH expected to bag a substantial piece of the pie. This will be closely followed by the IPL and ICC World Cup, wherein India will play an important role in driving global ad spends with Bira 91 beer, MRF Tyres, Star Sports India and Hotstar being official partners. Other sports events like the Pro-Kabaddi League and Indian Super League, as well as big ticket entertainment events are also expected to result in a surge in spends from various advertisers. The Over-the-Top (OTT) space is also expected to become one of the highest spending categories on Outdoor, significantly increasing its share of eyeballs over 2018, as players like Amazon, Hotstar, Netflix and others look to enhance their presence in smaller towns in India, apart from the metros; given the growing competition among players in the OTT space. New categories of advertisers are expected to disrupt the space, on the back of new infrastructure like smart cities providing innovative advertising options, start-ups, government initiatives, as well as the increase in FDI fueling global investment in Outdoor advertising. DOOH WILL TAKE A GIANT LEAP FORWARD According to industry estimates, there are approximately 70,000 digital OOH (DOOH) screens in India currently and this number is expected to double by the end of 2019. It is also estimated that DOOH will contribute to 8-10% of overall OOH spends. Key factors contributing to the growth of Digital OOH include relaxation of guidelines allowing for more on-road digital billboards, apart from transit locations; the ability to screen more ads for a longer duration which is a plus for media planners; the scope to infuse creativity by means of real-time, interactive, immersive and innovative billboards using technology tools such as projection mapping, LED and MORE holographic displays, touch screen sensors, gamification and more. GROWTH IN TRANSIT OOH ADVERTISING CREATIVE With more airports set to open in India and a rapid increase in number of air travellers, coupled with growing infrastructure like smart cities, START-UPS metros, railways, and more, transit OOH advertising is set to rise rapidly With more and more opportunities in 2019, with an opportunity to reach out to a larger audience through and clients willing to experiment micro targeting. Many regional players are understanding the importance with more than one agency owing to of legal, tendered media and are investing in these tenders for airports, the project model, many big creative metros and other transit points. Further, brands too understand the names are expected to start their importance of micro targeting. own venture. That will put more pressure on the established network CONSOLIDATION AND SECTOR REGULARIZATION agencies and intensify the way the This year is expected to see a higher level of maturity by media owners businesses are run. with rationalization in terms of client discounts and one-sided government tenders replaced by a drive towards serious innovation with new propositions and competitive offerings. The focus on beautification, digitization and media formats is also expected to bring in more organized players. Initial talk about consolidation in terms of joint marketing activities and a coming together of media owners is also on the anvil.

January 20> 2019 [ impactonnet.com ] 20 FEATURE

PRINT RENOVATE, RECALIBRATE, SUSTAIN! With better operational profitability and focus on digital content, the year 2019 promises to be an innovative year where the industry will recalibrate itself to create a sustainable path for the future

BY DIPALI BANKA

BETTER BALANCE SHEETS

With the Government announcing 25% hike in print ad rates, anticipated election spending and respite in newsprint cost, the year 2019 should bring in some respite to the balance sheets of Print publications. The Information and Broadcasting Ministry’s announcement of 25% increase in rates of newspaper advertisements by the Bureau of Outreach and Communication (erstwhile Directorate of Advertising and Visual Publicity), with immediate effect, will bring a rise in operating revenues of newspapers, especially regional and small players. The hike will be effective only when coupled with higher volumes by the Government and benefits are likely to flow in by FY20. The Lok Sabha General Elections in 2019 should bring in an Adex spurt that the sector is desperately looking for. Also softening of newsprint prices further down the year will benefit print companies’ profitability.

January 20> 2019 [ impactonnet.com ] 21

DIGITAL DEEP DIVE, IDEAS, MONETIZATION ENGAGEMENT &

As online newspaper reach will further CALL TO ACTION penetrate in semi-urban centres, Print companies’ focus and investment in Print advertising would get more result- enhancing their digital footprint will oriented and would be augmented with rise. While most Indian publishers have ideas that provide reader engagement. created an online presence, digital content There would be a premium on ideation. monetization is something that they will The ability of print to enter and engage strive for going forward. Print players will households would be of great interest to also go beyond traditional infrastructure for advertisers. Solutions that can ride on this news gathering and distribution network. right of entry in a non-intrusive manner would be of great value. The relevance of Print for call-to-action oriented advertising would increase.

REGIONAL, HINDI TO DRIVE GROWTH

The rising literacy rates in urban and semi- urban India will remain a key driver in the rise of language publications. Other macro factors like increasing purchasing power, urbanisation, nuclearization, rising aspirations, increasing brand consciousness, infrastructure growth, a young demography and the rise of the local economies will continue to push the importance of regional markets and marketers will turn to the regional Press to deliver to these audiences.

MARKET SPECIFIC CREDIBILITY SOLUTIONS TO KEEP PRINT & STRATEGIC FLOATING The credibility of print will continue ALLIANCES to increase - both in terms of content as well as reach. Print will move to more platforms to disseminate information- online, videos, ground activations, etc. Advertiser interest in market specific solutions would grow. Brand activation-led engagements, brand and category specific stories through relevant, reader interest content would flourish. There will be more strategic alliances with other media that publishers don’t own- TV, Outdoor, etc., - to offer as bundled solutions.

January 20> 2019 [ impactonnet.com ] 22 FEATURE

DIGITAL OF VOICE, VIDEO AND VERNACULAR With India expected to have over 620 million Internet users by 2019, Digital advertising is expected to witness record growth across sectors. Some of the key trends driving Digital this year will be regional content marketing, the rise of OTT and video, increased usage of AI and machine learning, voice search, increased usage of programmatic and the birth of new social media influencers

BY BERYL MENEZES, SAMARPITA BANERJEE & NEETA NAIR

RISE OF OTT AND VOD

Video consumption on digital media is growing like never before. With an increase in smartphone penetration and cheaper and faster mobile data availability across the country, video-on-demand (VOD) and online video streaming is more popular today, than ever before. Thus, video marketing is expected to be the leader of digitization in 2019 with industry reports estimating that almost 80% of all online content will take up the form of visual representation. A large share of video ads will move OTT platforms, apart from social channels like Facebook, Instagram, and YouTube. The OTT space is also expected to grow exponentially over the course REGIONAL AND of the year on the back of increasing competition between global streaming VIDEO-BASED CONTENT giants like Netflix and Amazon Prime Video and indigenous players such as Hotstar, MARKETING Voot, ALTBalaji, SonyLIV, ZEE5 and more. Within the OTT space, regional content in With the next wave of Indian Internet users, estimated languages other than English and Hindi will to be approximately 500 million, expected to be be a key area of focus, as more consumers regional users who prefer to consume regional content from Tier II and Tier III cities come onto the in their own language, targeted content marketing in OTT platform. There will also be a focus vernacular languages will become a pressing need, on the ‘freemium’ and subscription-based across platforms and mediums. This will include model, with players vying to get ahead customer insights, data analytics tools, websites and of each other in the consumer acquisition apps, or even digital systems like digital billboards game in terms of offering quality over compatible with multiple native languages. Real-time quantity. With fixed line broadband coming content marketing especially on social media platforms, in, the consumption of OTT that has as well as personalisation of content using AI, analytics primarily been on the mobile screen till now, and video for customised and individual consumer will slowly move to the living room. The targeting will also be on the rise this year. Branded OTT space will also increasingly provide a content will also see higher demand with consumers platform for collaboration between music looking for content that is authentic, useful and artistes and their fans. perfectly tailored to their needs.

January 20> 2019 [ impactonnet.com ] 23

INCREASED DATA VOICE SEARCH

TRANSPARENCY, The year 2019 will see voice search and voice-based services PROGRAMMATIC gaining prominence to engage consumers in the language of While the General Data Protection Regulation their choice. From voice-based (GDPR) dominated most conversations in the digital assistants on smartphones to the space last year, paving the way for more lawful data likes of Alexa and Google Home, collection and user privacy, India is also expected voice search is ever on the rise, to propose regulations with respect to how data is as more consumers are turning gathered, stored and analysed, increasing overall data to voice to search for content, transparency, bringing cheer to the programmatic products or services online. This industry. In 2019, the demand for programmatic presents a huge opportunity for advertising is expected to increase on the back of digital marketing to use voice automation. Programmatic will allow advertisers to reach consumers at the right more control over their audience data, enabling more time as they go about telling their efficient planning and greater safeguards over the smart device about what they are inventory they purchase. looking for online.

FROM SOCIAL MEDIA INFLUENCERS TO CREDIBLE INDIVIDUALS

This year, brands are expected to shift their focus from using social media micro influencers to promote and talk about their products to using individuals with high credibility and verified accounts who are recognized for their work in various fields to promote their brands. Engagement with digital creators is also on the AI, MACHINE rise as they help bridge the language barrier for new internet users, besides LEARNING, AR, VR becoming the voices of brands on AND CHATBOTS new platforms where advertising options are limited. While social media The focus on artificial intelligence (AI) will marketing in terms of AR and VR grow in 2019 with marketers finding newer on Facebook, interactive 3D posts, and innovative ways to engage with their instant story-telling on Facebook and audiences using big data and AI. Real-time Instagram, WhatsApp marketing and smart analytics, marketing automation enabling LinkedIn inMail marketing will continue personalized communication and a superior to lead in 2019. The long-standing brand experience across all digital touch- dominance of social media biggies points, hyper-targeting, ad fraud prevention such as Facebook and Instagram in and ROI measurement, are some of the things India will be challenged this year, that AI and machine learning will enable. even as consumers find new ways Moreover, with 5G on the anvil, it will not be to connect with their online social long before brands integrate more augmented communities, with apps like TikTok, reality (AR) and virtual reality (VR) into their ShareChat and Live Chat rapidly campaigns and communication. With chatbots gaining popularity among Indian users. getting smarter, their usage will continue to increase with more businesses integrating it into their customer service strategy.

January 20> 2019 [ impactonnet.com ] 24 FEATURE

TELEVISION RULED BY POLLS, CRICKET AND NEW TARIFF REGIME The year 2019 promises to be an action-packed year for the Indian broadcast industry, not just because of the impending General Elections but also because of big-ticket sporting events like IPL which will be followed by the Cricket World Cup. While being bullish about the year ahead, industry leaders are also waiting and watching, as the new Telecom Regulatory Authority of India (TRAI) tariff regime gets implemented on February 1. A lot of how the industry performs will depend on the consumer’s uptake and reaction to the new regime. BY SAMARPITA BANERJEE

January 20> 2019 [ impactonnet.com ] 25

MORE BEGINNING EXPERIMENTS OF A RISE IN WITH CONTENT ARPU?

With the OTT platforms upping their With the new TRAI regime content game and the TRAI regime set to be implemented on kicking in, broadcasters believe that only February 1, there is a general channels that will truly understand the agreement in the industry that pulse of their consumers and present this will eventually lead to a them with quality, edgy content, will be rise in the average revenue per able to stand the test of time. This, most user (ARPU). While most from of the industry leaders believe, will lead the industry believe the initial to an overall improvement in the content increase in ARPU will be slow, coming out of the industry, thereby it will happen with time, which helping the industry grow together would then lead to a revaluation of subscription rates. NEWS, SPORTS TO SEE HUGE INNOVATION

With big-ticket sports events lined up in the year, a lot of hopes rest on their viewership. Therefore, broadcasters will bring in a lot of innovation in their AN ERA OF sports properties, in an effort to woo consumers, and to make sure that TRANSPARENCY they stick to their channels. Moreover, elections will also lead to an increase The new TRAI tariff regime will in the consumption of news which help make the overall broadcast would demand a lot of innovation ecosystem much more transparent. in the news space. Only the most There will be a lot of transparency agile news content will be able to around how content is created and attract consumers. There will be more bought. For the first time, content interactive engagement with viewers, and the way it gets sold will be very to make it an overall immersive similar, which is a great value from experience. the consumer point of view.

ELECTIONS, CONSUMER SPORTS TO WILL BE KING

BOLSTER AD With all the changes in the overall ecosystem, the REVENUES consumer will emerge as the undisputed king. Consumers Traditionally, elections were only meant will be spoilt for choice, and for news channels but now, with Digital will make informed decisions getting bigger, the strategy will change on what they want to consume. for elections this year as there will be With the industry moving more mass channels than news channels. towards more transparency The General Elections, as well as the and better content offerings, it sporting events, are expected to give a will be a complete win-win for boost to advertising revenues. consumers. . . .

January 20> 2019 [ impactonnet.com ] 26 FEATURE

MARKETING DEATH OF THE DIGITAL MARKETER This year will see the emergence of a new breed of marketers who will showcase the integration of AI, bots and automation with fundamentals of insight-driven marketing. Here’s what we have in store for 2019

BY NEETA NAIR AND SAMARPITA BANERJEE

RISE OF THE VERNACULAR & VOICE MARKETING

A big change will be how marketers will give Vernacular – i.e., various Indian languages - the centrestage. With even Google focusing on it in a big way, marketers are looking at communicating in regional languages as the growth is expected to come from Bharat and not just India. Similarly, Voice marketing will take a leap considering that Voice forms a significant part of web searches today. EXPLOSION OF OTT AND ADS ON THE PLATFORM

OTT will see a significant rise in viewership which will push advertising spends on such platforms up a notch. Especially with the General Elections, IPL, ICC World Cup 2019, big ticket events which in various forms over the past few years have seen considerable viewership on the on-demand platforms, the OTT wave will sweep marketing. FACEBOOK AND INSTAGRAM WILL CRM WILL BE PUSH VIDEO ADS ALL-IMPORTANT

Content-based advertising will assume Customer Relationship Management more significance. Platforms like will become more and more important Google and Instagram will help propel as brands will realize the importance of the growth of video advertising. With having a fulfilling and a longer relationship Jio bringing in affordable data which with the customer than just acquiring had a chain reaction on other network them. Marketers will have to find a way providers, video will become one of the to also tap the offline buyer separately top priorities for marketers, especially from the online buyer. Businesses/brands with the expected rollout of 5G or 6G in have to get more personalised in terms of 2019-20. There will be a realistic sense product and service to be able to retain of realization that the earlier perceived and gain customers. And in this, AI will game-changing technology AI, bots, play a big role. automation are mere enablers.

January 20> 2019 [ impactonnet.com ] 27 EXPERIENTIAL WHEN EVENTS THE YEAR OF WILL WOW BHARAT THE MICRO- Consumers, over the years, have made it clear that plain vanilla INFLUENCERS advertising alone doesn’t do the trick for them. That is where brands are realising the impact of events in their lives. No If 2018 was the year of the wonder, the events and experiential industry has been witnessing influencers, then 2019 will be the a steady growth in India. With more and more sporting leagues year of the micro-influencers, coming in, brands choosing to awe consumers with immersive people who have following in experiences and the Government giving a boost to the industry their own little bases to help too, the experiential sector will continue to grow in India. brands reach out to the people they want to. It won’t be about getting celebrities to do a video for them or tweeting good BY SAMARPITA BANERJEE things about brands anymore. MORE EVENTS TO REACH TIER II, TIER III TOWNS While the entire advertising industry has realised the potential that lies in the smaller towns of Bharat, the events industry is also waking up to this untapped area. Industry leaders expect that more and more events will be organized in smaller towns and cities in the country across the year, which would help the industry grow. DATA-DRIVEN CREATIVITY TO SEE A RISE With the consumer demanding deeper, more engaging experiences, the experiential industry will see increased use of data and technology that will help them understand consumers and present them with unique experiences. It will also be about creating the right content faster, and delivering that content to the right customer, across the right channels, at the right time and data will play a critical role there. KUMBH AND GENERAL ELECTIONS TO ADD CHEER With the Government is using more and more events to reach out to its audience, the upcoming General Elections and also the Kumbh Mela is expected to give the experiential industry a boost in 2019, feel a lot of players. Both these mega events will see the Government use the events industry to woo DEATH OF people. THE DIGITAL EMERGENCE OF MORE HIGH IMPACT IPS MARKETER While the industry has had a lot of IPs in the past that have helped brands reach out to their target audience, more and more brand Slowly but surely, we would see managers are realizing the importance of associating with such events, the fall of the digital marketer where they can have a direct reach to consumers. The year 2019 will as a separate specialized role see the emergence of more high impact IPs that will give brands and in the marketing departments consumers a common platform, to come together and interact. and the rise of the complete marketer for whom digital RENEWED FOCUS ON would just be a key part of the QUALITY AND EXCELLENCE language he/she uses. Multi- Every year, the events industry sees the cropping up of more and more screen marketing would replace players, be it in the bigger metro cities or in the smaller towns, making digital marketing as the new the industry a largely fragmented one. However, 2019 will see more lingo across all companies. independent players come under the fold of the industry body, EEMA, the membership of which is growing steadily. The industry will, together, renew its focus on the quality of events.

January 20> 2019 [ impactonnet.com ] 28 FEATURE

PR DRIVING REAL BUSINESS IMPACT IN 2019 The Public Relations (PR) industry is all set for an interesting year in India, with the General Elections coming up along with the cricket World Cup. Factors such as increased investment across public and private sectors and increased consumer buying power have played a role in driving double-digit growth in the PR industry over the past few years. In 2019, PR is expected to maintain a consistent, double-digit growth rate as it works to drive real business impact

BY CHRISTINA MONIZ

BRANDED CONTENT

Branded content is emerging as a powerful PR tool. In a world where attention spans are getting shorter, branded content is a great way to reach out, entertain and inform audiences in a variety of ways with different tools. Branded content also taps into the PR industry’s core strength of telling an authentic brand story.

INSIGHTS AND ANALYTICS

Rapid digitisation of PR has resulted in a sea of data. In 2019, PR firms will use AI more effectively to analyse data, get audience insights, and predict industry and media trends, while also making measurement of PR work more precise. This could be a game-changer for the PR industry as it might define people’s choices and BLURRING LINES, understand client needs better. ENGAGING BUSINESS IMPACT CONVERSATIONS In 2019, the lines between paid and earned WILL BE CRITICAL media will continue to blur further, and fake news and fact will continue to battle it out. Business impact will be extremely critical for Organizations will face the big challenge most campaign results that PR generates. to produce effective story-telling and be Hence measurement linked to business more meaningful. Co-branded content, outcomes will see new frameworks in 2019. activities and collaboration initiatives will Moreover, insight-based approach to campaign be the way forward. Brands will have to join planning will mean that the PR industry will hands to create more engagement with the also invest in developing research capabilities customers, and PR teams will have to lead and enhancing analytics. this initiative.

January 20> 2019 [ impactonnet.com ] 29

NATIVE ADVERTISING WILL COME INTO ITS OWN

With the blurring lines between PR and marketing, brands will definitely adopt native advertising to push the issues that MEANINGFUL matter to them, and to take a stand on them. Some PR agencies have already CSR WORK begun using long-form sponsored content as part of their mix. Media houses like PR in the citizenship space has come to the Hindustan Times, for instance, have already fore firmly in the last few years. And this year, set up units such as HT Brand Studio to as more organizations invest in even more meet the native advertising need. meaningful CSR work, they will come to rely more heavily on PR partners for advice and advocacy of their work. PURPOSE-DRIVEN ENGAGEMENT

In the age of hyper-transparency, organizations will keep re-evaluating their purpose in society, and their narratives will reinforce it. In this digitally connected age, it’s a challenge for brands to cut through the noise with credibility. It will become increasingly important to cut through mere reach, to seek real engagement and go after those whose online personality marries their offline lifestyle. MULTI-SKILLED, FROM MONOMEDIA CONTENT-CENTRIC TO MULTIMEDIA TEAMS While 2018 saw the rise of integrated communication, in 2019 PR professionals will The changing market dynamics will force expand the audiences they work with. PR the industry to invest more capital on up- outreach will become even more integrated skilling and reskilling their workforce. This in the coming time and thus, firms will have to will not be a trend, but a standard going find the budgets to invest in the right tools, forward as teams will need to continuously technology and getting the right talent. learn new platforms, technologies and communication mediums.

THE SHIFT REPUTATION TOWARDS WHITE MANAGEMENT COLLAR ACTIVISM Given the multitude of touch-points, companies Stakeholders will demand greater transparency today are more prone to crisis. It take a few and authenticity. Brands will find themselves in minutes to destroy their painstakingly built a fix more often if they neglect the importance reputations. Avoiding a crisis is impossible, but of authenticity. White collar activism will rear being prepared and responding effectively is its head, and PR leaders will need to make the only way you can allay any lasting impact. decisions that may impact their business Agencies and brands must, therefore, have a positively or negatively. robust reputation management plan in place.

January 20> 2019 [ impactonnet.com ] 30 FEATURE

RADIO INNOVATIVE CONTENT WILL RULE THE AIRWAVES Content is going to be the defining factor for Radio this year, as the key players look to transform the medium into an interactive one by innovating with differentiated story-telling and varied presentations of content. With Prasar Bharati allowing AIR news on FM channels, thus growing the credibility of Radio, and with the General Elections coming up, industry leaders are projecting a strong 15% growth for the medium.

BY EULARIE SALDANHA

RIDING THE CONTENT WILL DIGITAL WAVE REIGN SUPREME The growth of radio will be backed by the The never-ending tussle between content digital wave in the country. The digital as key and platform as key will work in medium will drive traditional radio as favour of the former. With outstanding networks continue to expand their online content being available internationally, presence. Mobile and the rising trend of Radio will up its content game, armed with podcasting will also help radio stations get innovation, to withstand competition from listeners to tune in to their audio content. other audio and music applications and suit the preferences of consumers. Pure content-play, be it digital or OTT, will have to prove themselves on profits or they will bleed further, both in India and globally. Radio companies will need to improve value of their on-air product and content. There will be innovations in the story format, and stations will start defining themselves more as audio entertainment companies than as FM stations. Content will flow across media and will be more platform-agnostic.

SHIFT TOWARDS INTEGRATED MEDIA NEWS BROADCASTS SOLUTIONS = GREATER

Moving away from the run-of-the-mill vanilla CREDIBILITY inventory, advertisers will demand all- inclusive solutions from media companies, With Prasar Bharati now allowing AIR news and those who provide better solutions will into play, stations will be able to run news bag bigger businesses. Radio will emerge broadcasts and thereby grow in terms of as a much stronger enabler medium due to credibility and trustworthiness. Radio as its hyperlocal nature and vast geographical an industry will use this as an opportunity presence. Radio players will therefore work to prove that it can be a responsible to bring more solution-based campaigns news broadcaster. Radio players will also that will take flight in 2019. experiment with innovative formats to deliver news and build awareness on social issues. However, the commercial dynamics of shared broadcast will remain a challenge.

January 20> 2019 [ impactonnet.com ] 31

THANK YOU FOR YOUR INPUTS: CREATIVE AGENCIES: Saurabh Varma, CEO, Publicis Communications, India; Tarun Rai, Chairman and Group CEO, J Walter Thompson, South Asia; Yashaswini Samat, Chairman & MD, Grey Group India; Subhash Kamath, CEO & Managing Partner - BBH India and Bobby Pawar, Chairman and Chief Creative Officer, Havas Group India.

ELECTIONS MEDIA AGENCIES: Sam Singh, CEO, GroupM South Asia; Shashi Sinha, CEO, IPG Mediabrands India; Ashish Bhasin, Chairman and Chief Executive (South Asia), Dentsu TO DRIVE Aegis Network; Anita Nayyar, CEO - India & South East Asia, Havas Media Group and REVENUE Anand Chakravarthy, Managing Director, Essence India. MARKETING: RS Sodhi, Managing Director, GCMMF Ltd (Amul); Sanjeev Shukla, Chief Private FM Radio has been a Marketing Officer, Muthoot Pappachan Group; Anjana Ghosh, Director - Marketing, primary and impactful medium Bisleri International; Chandramohan Mehra, CMO, Bajaj Allianz Life Insurance; Rachna for elections that delivered Lather, Head of Marketing, Motorola India; Prince Thomas, Head, Brand Marketing at success to major national and BankBazaar.com; Sandeep Verma, President, Bajaj Corp; Anupam Bokey, CMO, FMCG, state political parties in the RP Sanjiv Goenka Group; Sahil Gilani, Director, Sales and Marketing, Gits Foods and past. With stakes being very Pratyush Chinmoy, Head of Marketing, Onida. high during the upcoming General Elections, 2019 may TV: Sanjay Gupta, Managing Director, Star India; Avinash Pandey, CEO, ABP News MK Anand, Partho Dasgupta, just prove to be the year Network; MD & CEO, Times Network; CEO, BARC India; Rajesh Kaul, Chief Revenue Officer and Head-Sports Business, Sony Pictures Networks the Radio industry has been India (SPN); Pawan Jailkhani, Chief Revenue Officer, 9X Media; Megha Tata, COO, waiting for. With restrictions BTVI and Nina Elavia Jaipuria, Head Hindi and Kids TV Network, Viacom 18. on Outdoor and other media platforms, Radio looks set to PRINT: Shailesh Gupta, Director, Jagran Group; S. Sivakumar, President-Revenue, take a lion’s share from the BCCL; MV Shreyams Kumar, Joint Managing Director, Mathrubhumi Group; Varghese pre-election advertising pie by Chandy, Vice President, Marketing, Malayala Manorama and Satyajit Sen Gupta, Chief allowing multiple messaging of Corporate Sales and Marketing Officer, D B Corp Ltd. progress reports and structured commitments by political parties RADIO: Prashant Panday, CEO, ENIL; Vineet Singh Hukmani, MD & CEO 94.3 Radio at economical cost with a quick One; B.Surendar, COO & Director, Red FM Network; Rahul Namjoshi, Business Head, Asheesh Chatterjee, Rahoul Bhargava, turnaround. MYFM; CFO, BigFM and Founder, Creative Antenna.

DIGITAL: Abhishek Joshi, Head of Marketing & Business Partnerships, MX Player; GREATER Ahmed Aftab Naqvi, CEO & Co-Founder, Gozoop; Anil S Nair, CEO & Managing Partner, L&K Saatchi & Saatchi; Ashish Mishra, Managing Director, Interbrand India; CONSOLIDATION Ashish Shah, Founder & CEO, Vertoz; Dippak Khurana, Co-founder & CEO, Vserv; Gaurav Gandhi, Director and Head, Business, Amazon Prime Video India; Hareesh Since the primary revenue for most Tibrewala, Joint CEO, Mirum India; Neena Dasgupta, CEO & Director at Zirca Digital players is on a single digit growth Solutions; Neha Warrier, Vice President – Sales, Mirriad India; Omkar Joshi, Creative Rajiv Dingra, trajectory from last year, radio Director & Business Head, Schbang; Founder & CEO, WATConsult; Shekhar Mhaskar, Executive Vice President, Isobar India; Sidharth Rao, Co-founder & players will look for ways to build CEO, Dentsu Webchutney; Sorav Jain, Thinker-in-Chief, echoVME; Sunil Lulla, CEO at stronger revenue synergies with Balaji Telefilms; Varun Duggirala, Content Chief, The Glitch; Vasuta Agarwal, VP & GM, other media within their groups or India & South Asia, InMobi; Venugopal Ganganna, CEO, Langoor; Vinay Singhal, Co- create new radical revenue models Founder & CEO, Vatsana Technologies (Parent company of WittyFeed); Vineet Bajpai, around digital and live engagement. Founder and Chairman, Magnon eg+ and Magnon\TBWA; Vineet Kanabar, Marketing The more ambitious players will Director, The Viral Fever; Viral Jani, SVP, Times Bridge; Vishal Chinchankar, Chief look to create opportunity for Digital Officer, Madison Media and Zubin Sarkari, Founder, Glamrs. mergers and acquisitions so as to consolidate market-share. High decibel campaigns, unique formats OOH: Atul Shrivastava, CEO, Laqshya Media Group; Charanjeet Singh Arora, Co- Emraan Kureshi, of content presentation and leading CEO, Kinetic India; Founder and Managing Director, Active Media Innovations; Gour Gupta, Managing Director, Tribes; Haresh Nayak, Group MD, celebrities will give Radio that much- Posterscope Group South Asia & Regional Director, Posterscope Asia Pacific;Indrajit needed boost this year. Radio will be Sen, Executive Director, Indian Outdoor Advertising Association (IOAA); Mukesh an inevitable part of all media plans. Gupta, Chairman and Managing Director, Graphisads; Nabendu Bhattacharyya, CEO & Managing Director, Milestone Brandcom; Noomi Mehta, Chairman & MD, Selvel One; Pramod Bhandula, Managing Director, JCDecaux India; Rachana Lokhande, CEO, Kinetic India; Rohan Srinivasan, Chief Marketing & Communications Officer, Vyoma A MORE Media; Spencer Noronha, Managing Partner, West & East, The Social Street and YOUTHFUL Shripad Ashtekar, Founder & Director, Signpost India. EXPERIENTIAL: Sabbas Joseph, Director, Wizcraft International Entertainment CULTURE Pvt Ltd; Roshan Abbas, MD, Encompass; Brian Tellis, Co-Founder & Group CEO, Fountainhead MKTG; Sanjoy Roy, Co-Founder and Managing Director, Teamwork Arts Radio companies will also see a & President EEMA; Sameer Tobaccowala, CEO, Shobiz Experiential Communication; change in the office environment, Atul Nath, Founder & MD, Candid Marketing and Dalveer Singh, Head Experiential with a new breed of people joining Marketing, Dialogue Factory. the workforce. Radio companies will PR: Amit Misra, CEO, MSL India; Valerie Pinto, CEO, Weber Shandwick; Nitin introduce a more casual work culture, Mantri, Group CEO, Avian WE; Archana Jain, Managing Director & CEO, PR Pundit; allowing employees to work from Deepshikha Dharmaraj, Managing Director, Genesis Burson-Marsteller; Nandita home, dress down and even bring Lakshmanan, Founder & Chairman, The Practice; Anup Sharma, PR Consultant; children or pets to work. Jaideep Shergill, Founding Partner, Pitchfork Partners; Tarunjeet Rattan, Managing Partner, Nucleus PR and Aniruddha Atul Bhagwat, CEO, Ideosphere Consulting.

January 20> 2019 [ impactonnet.com ] 32

A PAGE ABOUT PEOPLE IN THE NEWS

‘DESH KA NO.1 NEWS CHANNEL’ IS AN ENGAGING WAY TO PRESENT OUR GROWTH STORY: RAHUL KANSAL ews18 India recently released a campaign called, Desh Ka No.1 News Channel, showcasing a humorous take on its leadership, growth and status in the Hindi news segment. N Rahul Kansal, Group Brand Advisor, Network18 tells us more about the campaign and the channel’s planned election coverage… ON THE CAMPAIGN CONCEPTUALIZATION: Over the past couple of years, there has been a surfeit of messages from media brands, claiming leadership. The format of the communication tends to be quite similar: screaming headlines, graphs showing research data, etc. We decided to present News18 India’s leadership story in an engaging way, using humour and entertainment value, instead of brute hard-sell, with a campaign conceptualized by RK Swamy BBDO and directed by Rajesh Saathi of Keroscene Films. ON AMPLIFYING THE CAMPAIGN: In the first phase, we released a teaser campaign across all the major metros asking the audience questions. The second phase of the campaign was released on TV and cinema screens across the country. ON THE UPCOMING POLL COVERAGE: While we have put together a B2B package for our advertisers, we will start releasing campaigns around our election coverage in February-March. This time, we will focus more on field reporting across the hinterland, apart from the studio panel discussions. Viewers will also see much more real-time data being innovatively used and analysed during our election programming. Some of our special programmes for the elections include Bhaiyaji Kahin, a travelogue-cum-chaupal capturing the common man’s perceptions and expectations; Lapete Mein Netaji, Desh ko Jawaab Do, a weekend debate show featuring two newsmakers. (As told to Beryl Menezes)

WE’D LOVE WATCONSULT TO BE THE FIRSTRAJIV DIGITAL-ONLY DINGRA AGENCY TO WIN AT THE CANNES LIONS:

2018 has been an or Rajiv Dingra, CEO, WATConsult, exceptional year. Some of the agency’s work got noticed at Finternational award festivals, winning the agency awards at Lisbon International Advertising Festival, CLIO Awards 2018, Prague International Awards Festival, Tangrams Effectiveness, and Shorty Social Good Awards 2018. Moreover, the agency bagged a nomination at the Cannes Lions International Festival of Creativity too, which until now has been a turf for mainline creative agencies. As the agency celebrates its 12th anniversary, Dingra talks to us about the journey so far and what lies ahead… It’s been a long, eventful journey for us. THE JOURNEY SO FAR: I didn’t think it would take 12 years for Digital to become 16-17% of the overall advertising industry. It’s taken far longer than I imagined, but I am glad we are here. It’s also nice to have reached a level where we command respect not just in India, but also globally. As a digital agency, we are moving towards creating excellence and integrating strongly by upgrading our creative prowess. One of the reasons we are WHAT THE FUTURE LOOKS LIKE: successful is because we look at the immediate future. So, for us, the coming year is the most important. In 2019, we want to make sure that 2018 was not just a fluke year, when it came to us breaking the glass ceiling in terms of getting recognised globally. We would love to be the first ‘digital only’ agency to win a metal at the Cannes Lions. The biggest challenge is talent, THE CHALLENGES AHEAD: followed by the need to constantly upgrade that talent. For us, the business is not a challenge. The market is moving at 30%. Even if you do worse off than market, you will still grow at 22-25% as an agency, which for mainline or other agencies, would be great. We are growing 20% year-on-year. It’s the management of growth and growing well, and not just growing haphazardly which is the primary challenge. (As told to Samarpita Banerjee)

January 20> 2019 [ impactonnet.com ] SPOTLIGHT 33 ‘My first priority is to bring self-regulation into Digital Marketing’

Srinivasan Swamy, Chairman of the R K Swamy Hansa Group and Chairman and World President of the International Advertising Association (IAA), talks to IMPACT about India playing host to the IAA World Congress for the first time, the ‘Brand Dharma’ philosophy and his focus areas going forward

Q] Congratulations on being the first Chairman of Infosys and former Chairman Indian Chairman and World President of UIDAI, Chris Tung, CMO, Alibaba of the International Advertising Group, among others, who will address Association. What are some of your topics related to marketing, advertising, priorities as part of your new role? communications, media and related My first priority is to bring self- technology areas. It’s going to be three regulation into Digital Marketing. The days of immense learning and knowledge- biggest problem today is consumer privacy, sharing, followed by entertaining evenings which is really hurting the industry, given featuring the best that India has to offer, that digital advertising and marketing in terms of food, fashion and Bollywood. is all about tagging the consumer and appropriately sending communication to Q] Tell us more about ‘Brand him or her. Digital marketing needs to be Dharma’, which addresses the self-regulated with certain Do’s and Don’ts growing need for brands to have enforced by marketers and advertisers a higher purpose, and the kind of to bring in discipline. The International conversations it will throw up. Council for Advertising Self-Regulation Dharma is all about doing the right (ICAS) has international chambers of thing and standing for a higher purpose. commerce focused on self-regulation in And today, brands will have to do the advertising and IAA is an active member right thing if they want to gain consumer of all those bodies to ensure they are loyalty. It also means that a brand has to following the standard guidelines and stand for something the consumer believes practices formulated by IAA. in, as brands today are not just about My second priority is to increase the products and services, but also about number of global educational institutions people. This is what will make a difference accredited by IAA from 44 to 100 in the for brands in the long run. next two years. Thirdly, we plan to open an IAA centre for excellence in New York Q] In today’s competitive world, where we will have our headquarters. The with brands jostling to get ahead of centre will provide courses and training to each other, how can advertisers and teachers for educational institutions that marketers strike the right balance we want to support. It will also provide the between profitability and upholding platform for deliberations on government ethics? policy initiatives, lobbying, as well as Creative Officer. Our country is certainly Ethics in terms of business dealings, research work. We will have a discussion making a mark everywhere and we are brand positioning and handling with all stakeholders in March seeking fortunate to have a bunch of people who competition, is directly related to brand alignment for this project and to raise are leading from the front. acceptance by the consumer. Most funds for it, and we hope to get it under brands, therefore, try to play by the way in the next 18-24 months. Q] Given that this is the first time rule book to ensure that they are seen the IAA World Congress is to be held as ethical companies. That said, with Q] How will India figure in the larger in India, what are your expectations intense competition, brands may go agenda of IAA under your leadership? from it? to any length to grab eyeballs, talking India has, and will always be, a As a part of the organizing committee, about how their product is far superior big part of our global agenda, because I am hoping that we get maximum than their competitor’s, offering cut- whatever we do, we do from India. attendance for this event, which is to throat pricing, as well as other tactics to The fact that I am the first Indian to be be held from February 20-22, 2019 in convince consumers that their product is Chairman and World President of IAA Kochi. We are also hoping to see a large the best. While there is nothing wrong in also shows India’s significance in the larger turnout of students, as they will definitely having an aggressive marketing strategy, scheme of things at IAA. India is one of benefit from it, given the top-notch 35 it is important not to cross the line by the top global economies and a rapidly global speakers, including the likes of indulging in something unethical or growing one. Indians are increasingly Paul Polman, CEO, Unilever, Steven illegal, even at the cost of profitability, taking up leadership positions globally, Mollenkopf, CEO, Qualcomm, Mukesh because eventually when the truth is a recent example being Piyush Pandey’s Ambani, CMD of Reliance Industries exposed, it will be much more damaging appointment as Ogilvy’s Global Chief Limited, Nandan Nilekani, non-executive to the brand’s image.

January 20> 2019 [ impactonnet.com ] 34 SHOWCASE OF THE LATEST AD CAMPAIGNS

BRAND: TINDER #ADULTING CAN WAIT CREDITS CREATIVE AGENCY: J WALTER THOMPSON, DELHI MANAGING PARTNER: JOY CHAUHAN NATIONAL CREATIVE DIRECTOR: SAMBIT MOHANTY NATIONAL PLANNING DIRECTOR: PINAKI BHATTACHARYA CREATIVE TEAM: SAYANTAN CHOUDHURY, (EXECUTIVE CREATIVE DIRECTOR), SUMONTO GHOSH AND SHEETAL RAGHAV PLANNING: SHWETA KHOSLA (VICE PRESIDENT), SULAGNA CHANDA ACCOUNT MANAGEMENT: NAMAN JOSHI, SHANTANU SINGH, MUKUND RAINA AGENCY FILMS PRODUCER: MANDEEP SINGH PRODUCTION HOUSE: SMALL FRY PRODUCTIONS DIRECTOR: RAJNEESH GHAI ‘RAZY’ MUSIC DIRECTOR: MIKEY MCCLEARY AGENCY CLIENT Tinder is more than just an app that Tinder represents endless possibilities enables ‘dating’. It’s a plethora of life where each right swipe opens up a experiences and a whole lot of fun. new world of unique possibilities. Every That’s the spirit we wanted to capture swipe is a new connection, a potential with our new campaign - tailor-made epic memory or a valuable lesson in for a young and restless generation self-discovery. The film captures all that doesn’t want to commit to the potential connections and social adult choices. interactions, which eventually shape our world views as well as self-identity, that Tinder can facilitate. SAMBIT MOHANTY National Creative Director, J Walter Thompson TARU KAPOOR GM, Tinder India

BRAND: GAANA #ANYTIME ANYWHERE, STREAM UNLIMITED SONGS FOR FREE

CREDITS CREATIVE AGENCY: RIVER ADVERTISING FOUNDER AND MANAGING DIRECTOR: SOHINI PANI CEO: ANJALI PASRICHA NAYAR CREATIVE CONSULTANT: ABHINAV PRATIMAN CREATIVE DIRECTOR: AMRISH KONDURKAR CREATIVE DIRECTOR: SUMIT GHILDIYAL ACCOUNT MANAGER: BILAL SIDDIQUI

AGENCY CLIENT Whatever the mood you’re in, there’s Our latest campaign aptly portrays the a song at your fingertips. Yet, there’s inconvenience of downloading music a large chunk of music lovers who which is a slow, unviable, and largely are in the habit of listening to the obsolete process. We’re certain that the radio or downloading songs. We reliability, honesty, and practicality of our wanted to break that habit and get campaign will go a long way in convincing people to switch to the ease and music lovers from the heartland to make a variety of Gaana. change and also cater to the preferences of music enthusiasts across metros, Tier 2 and 3 markets. SOHINI PANI Founder, and MD, River Advertising PRASHAN AGARWAL CEO, Gaana

January 20> 2019 [ impactonnet.com ] ON STANDS NOW

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AUTO THE INSIDE BW REAL I BW 500 I Varun Gandhi R s 100 on India’s Rural Distress THE DEFINITIVE RANKING OF INDIA'S LARGEST COMPANIES

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To Subscribe: Visit : subscribe.businessworld.in Mail to [email protected] SMS BWSUB to 56161 or Call : Mumbai: 022-66706909 | Delhi: 011-49395900 THINK BUSINESS. THINK BW BUSINESSWORLD. 36 SHOWCASE OF THE LATEST AD CAMPAIGNS

BRAND: TATA TEA GOLD #DIL KO NA KAHOGE TO PACHHTAOGE

CREDITS CREATIVE AGENCY: MULLEN LINTAS GROUP CHIEF CREATIVE OFFICER AND CHAIRMAN: AMER JALEEL CREATIVE TEAM: GARIMA KHANDELWAL, SANGEETHA SAMPATH, ABHILASH MUNDAYAT, VAISHALI JAIN ACCOUNT MANAGEMENT: KISHORE SUBRAMANIAN, LOPAMUDRA BHATTACHARYA, ANAHITA BRAR ACCOUNT PLANNING: SUSHMA R RAO PRODUCTION HOUSE: RADHIKA PRODUCES FILMS DIRECTOR: SURESH TRIVENI

AGENCY CLIENT While this film shows a young woman Almost all of us will have stories to struggling to listen to her heart about tell when it comes to ‘regret’ and ‘not a career choice, it’s a film that speaks following our heart’. We have leveraged to so many of us. The mother in the this basic human insight to create an film knows what her child wants, and emotional narrative around following that she will regret it if she doesn’t your heart with this film ‘Dil Ko Na listen to her heart. Using a simple Kahoge To Pachhtaoge’. The TVC analogy of a cup of Tata Tea Gold, its tempting aroma addresses the perennial dilemma between the head and and taste, she guides her daughter to listen to her heart. the heart that transcends the boundaries of age and time. AMER JALEEL PUNEET DAS Group Chief Creative Officer and Chairman, MullenLowe Marketing Head, Tata Global Beverages Lintas Group Brand Bazooka Advertising BRAND: LIVEFAST #FASTER HAI TO HAI CREDITS CREATIVE AGENCY: FAMOUS INNOVATIONS PRODUCTION HOUSE: DUNGARPUR FILMS DIRECTOR: SHIVENDRA SINGH DUNGARPUR

AGENCY CLIENT Having two great performers at the Dhoni is known to be a finisher; someone helm - LivFast and MS Dhoni, the who stays cool and performs, no matter ideology of being faster than the rest what the situation. This association is resonated strongly. We kept in mind the like a perfect handshake, as we believe positioning of the brand in collaboration in a common ideology. Our new product with Dhoni and the fast performers. offerings are unique, with faster-charging The result is three intriguing creatives inverters that can also charge on lower depicting a powerful case for ‘Faster Hai to Hai’ tagline and voltage and batteries which will provide extra back-up. This is demonstrating the core USP of the new product offerings. well resonated in this 360-degree marketing campaign. RAJ KAMBLE GURPREET SINGH BHATIA Founder & CCO, Famous Innovations CEO, LivFast Batteries

COMPILED BY - BERYL MENEZES Mail your latest creatives to [email protected] January 20> 2019 [ impactonnet.com ] #enbaAwards Their dedication and their passion has made them the WINNERS last year at enba 2017

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01 BW BUSINESSWORLD SMART CITIES CONCLAVE AND AWARDS UNITES LEADERS OF THE SMART CITY SPACE The BW Businessworld Smart Cities Conclave and Awards 2018 held in New Delhi brought together eminent leaders of the Smart City ecosystem in India to share their experiences, achievements and challenges. The event was attended by more than 300 people. It recognized outstanding work done in the Smart City Space, with a total of 19 awards given across 12 categories. 01: Awadesh Sharma of Ujjain Smart City, Rajendra Bahuguna of Gurgaon Metropolitan Development Authority, Nirmaljit Singh Kalsi oaf Department of Home Government of Punjab, Vikram Sahgal, MS Bhatia and Vitul Kumar of Central Reserve Police Force, Om Prakash Mishra of Government of NCT, Delhi 02 Satya Prakash Patel of Aligarh Municipal Corporation, Sudhir Mishra of Trust Legal, Sabbi. Siva Rama Krishna of Tadipatri Municipal Corporation and Shyam Bihari Meena of Bhagalpur 02 03 Municipal Corporation 03 Sanjay Garg of PricewaterhouseCoopers, Nilkant Poman of Pimpri Chinchwad Municipal Corporation, Manojit Bose of Pune Smart City, Shafqat Khan of Government of Jammu & Kashmir and Prashant Sirkek of Shimla Smart City 04 Kapil Malhotra of Oracle India, Rashmi Singh of New Delhi Municipal Council, Rajendra Jagtap of Pune Smart City, NSN Murty of PricewaterhouseCoopers, Sanjay Kumar of Bhopal Smart City, Mahip Tejaswi of Gwalior Smart City and Siddharth Singh of 04 Guwahati Smart City #PRIMETIMEAWARDS

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To send in your entries, please contact Sanyogeeta Chore: [email protected] | +91 9167473770 Anjana Yadav: [email protected] | +91 9643928873 For sponsorship opportunities, please contact: Runa Sinha (National Sales Head): [email protected] | +91 9810497903 Nikhil Tandon (Regional Manager - North): [email protected] | +91 9999700906 Sneha Walke (VP Special Projects & South Head): [email protected] | +91 9845541143 Ashish Kudalkar General Manager - Sales & BD (West): [email protected] | +91 9820541742 46 CREATING 1) Which network released the #SachMein campaign to promote its CONTENT Value Pack? a) ZEEL THAT b) Star India c) Viacom18 MATTERS d) Times Network BY ASIF UPADHYE 2) Who handles the creative duties for Mars Wrigley Confectionery India? Director, Yellow Seed a) Taproot Dentsu b) Ogilvy c) DDB Mudra rom the moment your analytics as these are your entry points to d) BBDO alarm rings in the the mind of your audience, eventually your morning to the moment consumer. 3) What is the newest platform Fyou wind up for the day, launched by OYO aimed at a hassle- content follows you everywhere. free booking experience? Social media feeds, inboxes, a) OYO Assist mobile phones, hoardings - b) OYO Help content is everywhere. Content c) OYO Aid informing you of more content d) Ask OYO is also everywhere. The shift in paradigm from creating 4) Which of these channels is still a awareness and promoting part of Sony Pictures Networks? products to engaging the a) Sony Le Plex HD audience in a dialogue through b) Sony Rox HD creative content, has been a game- c) Sony Ten Golf HD changer in our industry. No longer about quick results d) Sony Max HD From merely functional, Irrespective of your platform, don’t expect content has now become an quick numbers and results from your content 5) Which company has bagged the essential part of digital strategy, efforts. Content is, and has always been, a Digital mandate for Carlsberg India? user journeys and overall long-term initiative. Focus your energies and a) WATConsult marketing plans. This crucial efforts on creating a niche and establishing b) FruitBowl Digital shift has led many brand yourself as an authority in that area. Create c) FoxyMoron managers to rethink the way content that addresses the needs and emotions d) Dentsu Impact Digital they operate, as content involves of your audience; focus on being relevant. The taking the art of words and reactions, audience involvement, and results 6) The campaign #NO MORE EXCUSES using the science of marketing to will follow. is associated with which of the create an impact. Brands placing No longer just about information generation following brands? the right content, in the correct The quality and relevance of your content a) Bournvita Biscuits format, at the right time and on matter more than anything. Just as you would b) Horlicks the right platform, can influence set goals for your other marketing initiatives, c) Boost decisions and even change set goals for your content initiatives as well. d) Nike customer loyalties. The one thing that needs to be kept in mind is That’s a lot to expect from a consistency and belief. Look at the long-term 7) Identify this person bunch of words put together, isn’t objectives before thinking tactical, because not it? How does one decide what a every campaign you run will be as successful brand should be talking about? as the last one. Where should it be present? How No longer about being the jack-of-all-trades does one create differentiation For your content creation and marketing to stand out amongst the noise? efforts to succeed, it is crucial to have focus. These are profound questions, Find a topic or a domain and own it. Instead each of them deserving ample of talking about everything and sounding just deliberation. But this mountain is like everyone else, find a specialization. Find not as difficult to scale as it seems. a voice. Offer something that others can’t. Here are some pointers. It could be insights from the leaders of your No longer a numbers game company or the unique process of creating Developing influential content your product. is no longer about the number As our lifestyles change, the role of content a) D K Guha of content pieces that your team will also change. It is important to understand b) Sudhanshu Nagpal churns out every day. Long gone the permanence of content in our lives and the c) Vinod Kunj are the days where more meant lives of our customers. It is time to change the d) Rajesh Ghatge better. The only numbers that way we factor it in our long-term marketing matter now are the ones that strategies. And the first step is to ensure that it [This quiz is about the previous issue of provide insights about what your becomes an integral and essential component IMPACT. Send your answers to audience likes, dislikes, engages [email protected] along with your of our marketing efforts. full postal address and phone number. Answers with, or even refuses to touch. and name of winner will be announced on www.impactonnet.com on Wednesday.] Focus on your social and web @ FEEDBACK [email protected]

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