September was a hectic month. I was travelling all across for stitching up the post brand transition meetings at Max Life Insurance offices.
Additionally, I was speaking at various forums about marketing and brand and having the privilege of meeting great minds in the business.
In the first week on September, I was a speaker in a session “Why Brand Matters’ organsied by at Ernst & Young at their forum for ‘Strategic Growth Forum India 2012 – Grow Beyond’. The other panelists in the session were Sam Balsara, Chairman of Madison Communications, Dr. Bhaskar Das, President & Principal Secretary to MD, The Times of India, Bennett, Coleman & Co., Venkatesh Kini, VP Marketing - Global Juice, The Coca Cola Company. The event was moderated by Andrew Shaylor, EMEIA Marketing Leader, Ernst & Young.
Andrew set the tone for the discussion by presenting four features of the post-global financial crisis economy. These, he said, are market variation, market volatility, cost competitiveness and uncertainty – and they all impact upon an organization’s brand.
I explained that global companies must retain a core message, so that they build up consistency and ultimately consumers’ trust. But, it is important for them to pitch this message at the particular local market they are addressing. Venkatesh Kini of Coca Cola said that it is crucial that the soft drinks giant’s advertising in India is made by Indians, for Indians. To which I said that in today’s fragmented media world, consumers consider the medium before the message. Therefore, brands must decide on the medium first and then tailor the message to it.
After a lively discussion with all participants, the Max Life Insurance ‘Aapke Sacche Advisor’ advertisement was showcased and then the conversation continued about my views on the shift in the trend in marketing.
I said that when I started, India was taking its first steps towards globalization of economy. I was part of those first generation professionals who saw the benefits of an open economy. Opening up of the economy has also brought international competition to Indian shores with a level playing field. And now the Indian consumer’s mindset has changed from ‘Thoda hai, thode ki zaroorat hai’ to ‘Thoda hai par zyaada ki zaroorat hai’. Studies conducted by McKinsey Global Institute and demographic research by Max Life Insurance point to the fact that Indian consumer is predominantly young and more confident than ever before. He is willing to take risks and is unabashedly ambitious.
On the Aapke Sachche Advisor campaign – our base was – customers of Life Insurance buy advice and not products. The campaign is aimed at the customer who is looking for advice. The communication has been designed to extend itself beyond promoting life insurance policies and products and begin establishing trust with the consumers.
The forum then showcased the recent marketing and advertising efforts of Coca Cola and …..Each of the participants discussed their strategy behind each projects.
The session was exhaustive but enriching as well and I was privileged to be a part of this gathering of beautiful minds.
Additionally, I was speaking at various forums about marketing and brand and having the privilege of meeting great minds in the business.
In the first week on September, I was a speaker in a session “Why Brand Matters’ organsied by at Ernst & Young at their forum for ‘Strategic Growth Forum India 2012 – Grow Beyond’. The other panelists in the session were Sam Balsara, Chairman of Madison Communications, Dr. Bhaskar Das, President & Principal Secretary to MD, The Times of India, Bennett, Coleman & Co., Venkatesh Kini, VP Marketing - Global Juice, The Coca Cola Company. The event was moderated by Andrew Shaylor, EMEIA Marketing Leader, Ernst & Young.
Andrew set the tone for the discussion by presenting four features of the post-global financial crisis economy. These, he said, are market variation, market volatility, cost competitiveness and uncertainty – and they all impact upon an organization’s brand.
I explained that global companies must retain a core message, so that they build up consistency and ultimately consumers’ trust. But, it is important for them to pitch this message at the particular local market they are addressing. Venkatesh Kini of Coca Cola said that it is crucial that the soft drinks giant’s advertising in India is made by Indians, for Indians. To which I said that in today’s fragmented media world, consumers consider the medium before the message. Therefore, brands must decide on the medium first and then tailor the message to it.
After a lively discussion with all participants, the Max Life Insurance ‘Aapke Sacche Advisor’ advertisement was showcased and then the conversation continued about my views on the shift in the trend in marketing.
I said that when I started, India was taking its first steps towards globalization of economy. I was part of those first generation professionals who saw the benefits of an open economy. Opening up of the economy has also brought international competition to Indian shores with a level playing field. And now the Indian consumer’s mindset has changed from ‘Thoda hai, thode ki zaroorat hai’ to ‘Thoda hai par zyaada ki zaroorat hai’. Studies conducted by McKinsey Global Institute and demographic research by Max Life Insurance point to the fact that Indian consumer is predominantly young and more confident than ever before. He is willing to take risks and is unabashedly ambitious.
On the Aapke Sachche Advisor campaign – our base was – customers of Life Insurance buy advice and not products. The campaign is aimed at the customer who is looking for advice. The communication has been designed to extend itself beyond promoting life insurance policies and products and begin establishing trust with the consumers.
The forum then showcased the recent marketing and advertising efforts of Coca Cola and …..Each of the participants discussed their strategy behind each projects.
The session was exhaustive but enriching as well and I was privileged to be a part of this gathering of beautiful minds.
