MAM

India high on O&M Worldwide's radar screen: Shelly Lazarus

MUMBAI: The "Mumbai version of O&M Brand forum" as O&M CEO India and South Asia John Goodman described it, which was held in Mumbai today, was high on attendance from the clients' side. From Hindustan Lever Limited (HLL) to Star India to Hutch to Pidilite, they were all there.

Some of the names to reckon with were Hutch India MD Asim Ghosh, Pidilite Industries Ltd CEO (construction chemical/paints) Sanjay Bahadur and senior vice president sales and marketing BO Mehta and HLL executive director (new ventures and marketing services) Dalip Sehgal.

 

 

The speakers - O&M Worldwide chairman and CEO Shelly Lazarus, Star India CEO Peter Mukerjea, Indian School of Business (ISB) and Wharton School professor of marketing strategy Dr Xavier Dreze and O&M India executive chairman and national creative director Piyush Pandey - threw light on the "fine art of building brands."

 

 

The most charismatic speaker of the day, Lazarus, threw light on the global power of brands, while emphasising that India was very high on O&M Worldwide's radar screen as it had great potential waiting to be explored. "Today, the marketplace is so unforgiving that no one can pass second rate stuff to the consumers. And just upping the standards of the brands is not enough. One has to innovate to survive and thrive in the clutter," she warned.

Using wordplay, Lazarus said that a product is not always the same as a brand; as within every brand is a product but not every product is a brand. "Brands are created in the hearts and minds of the people. And apart from attracting them through innovations, it is very important to gain their trust as they don't buy innovative products from companies they don't trust," she stressed.

 

 

Citing the example of US coffee chain Starbucks, which changed people's notion of coffee, Lazarus said that instead of stressing on media advertising, Starbucks concentrated their efforts on giving their consumers a great store experience and that's what has worked for them.

Dr. Dreze, who spoke on the role of brands in developing markets, began by saying that 79 per cent of the US population was over 18 years of age and identified with Nike's slogan "Just Do It". On the other hand, 47 per cent identified with the right to life, liberty and the pursuit of happiness as set forth in the Declaration of Independence! His point being that the youth is out there waiting to lap anything that comes their way and that; brand can benefit from this. Pointing out the difference between products and brands, Dr. Dreze said, "Products are tangible, can be copied, can be outdated where as brands are intangible, unique, potentially timeless and form basis of relationships."

Zeroing on India, Dr. Dreze said that Indians were changing from being purchasers to consumers. Referring to psychologist Abraham Maslow's theory of hierarchy of human needs, he said that as the needs of the consumers evolve, so does their requirements from brands.

Mukerjea went the whole nine yards on how brand "Star" had evolved from the time it was launched in 1991. Picking up from Dr. Dreze's point on how the number of young people ousts the number of old, Mukerjea said, "India has evolved from being an ancient civilization to a young country where there are 56 per cent people where below 25 years of age. Almost 336 billion are below 15 years, 121 billion are between 15-20 years and 760 billion are below 70 years. The consumers today are moving from the 'saving now and buying later' mindset to 'buying now and paying later' mindset."

Star's brand philosophy was the 'e' (enhancement) factor, wherein they enhanced the channel's look and feel, moved from analog to digital, got superior and compelling content and held a strong grip on the consumer's pulse. "Our aim was to create a strong brand equity and value to all our stakeholders - clients, employees, investors (Rupert Murdoch), business partners and cable affiliates," Mukerjea said.

Star stressed on localisation by enhancing the brand value and when BBC and MTV moved away from their platform, the media conglomerate went the whole hog in making Star News and Channel [V] more localized. The objective of the 'Next Wave' as Mukerjea described it as was to have a high presence in cable and satellite homes, which was 100 per cent owned by the terrestrial player Doordarshan. "Thinking big is very critical and hence we created a show (read Kaun Banega Crorepati) that would give us more ratings that an India Pakistan cricket match and would cut across all socio-economic groups.

The launch of Star News, Star Gold, Star Utsav, Star Vijay, Radio City and most recently Star One has been an effort by Star to make itself a multi-service and multi-platform brand. "If we launched Star One without the Star brand, it would mean that we are not extracting full value of our brand," stressed Mukerjea.

Gazing the crystal ball, Mukerjea said since India has multiple languages, in the coming years the next big thing will be regional channels and their steady rise, which would tap newer markets. Apart from that, broadband, wireless, DTH and international syndication would be the way forward.

Pandey, on the other hand, assembled a vintage collection of ads churned out by O&M based on different themes of love, humour, drama and music and how each struck a different chord with the consumer irrespective of what the brand's image was. Citing the oft repeated example of the Cadbury's worm controversy, Pandey said, "When you connect a brand to people's heart, you have a right to be forgiven. In three months, post the controversy, Cadbury's changed their packaging and in six months consumers forgave."

Indian School of Business deputy dean Ajit Rangnekar wrapped up the forum by saying that ISB was associated with it because the school was conceived by the industry and this was a way to give back something to it.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/Bathsense_Rajkumar_Rao.jpg?itok=ir0POp1D
Bathsense launches new campaign with Rajkumar Rao

Bathsense is a creation from Asian Paints, and represents the brand’s first complete bathrooms offering in the bath category. Bathsense is a collection of exemplary bath fittings and sanitaryware products that aims to simplify the user’s bathroom life with a host of truly unique features. Coming...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/Hardik_Pandya_Gillette.jpg?itok=UdP_6s_T
Gillette launches new MACH3 START with Hardik Pandya

Joining the MACH3 Turbo and MACH3 original is Gillette’s newest launch - the MACH3 START. Marking the 20th birthday of MACH3, Gillette has specially designed this new razor with its first-ever 360° aqua-grip handle which entails the understanding of the needs and the problems of younger guys who...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/Reliance_Jewels.jpg?itok=BJLS-_VV
Reliance Jewels launches digital campaign for Diwali

With the arrival of festive season, Reliance Jewels has geared up with exceptional Dhamaka offers along with a string of services and benefits for the festive shopper. In addition to discounts, Reliance Jewels is also celebrating the joy of ‘Jab Dil Chahe Diwali Moment’ with its latest digital...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/Barbie_800.jpg?itok=upoxNyR9
Barbie's new campaign says 'You can be anything'

The iconic doll brand from the house of Mattel - Barbie, has release a campaign video in India called, 'You Can Be Anything,’ to inspire young girls in India to dream beyond limitations. The campaign celebrates the significance for young girls to have positive, strong role models that inspire them...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Foodpanda.jpg?itok=yKaa5k_Z
Foodpanda acquires Holachef

Food delivery company Foodpanda, India’s fastest growing today announced its acquisition of Mumbai-based food-tech venture Holachef. Through this collaboration, Foodpanda marks its strategic entry into cloud kitchens and plans to launch its own brand of food products in different categories.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Amazon_Echo.jpg?itok=QN1qoBs_
Amazon Echo says experience everyday magic in new campaign

In today’s world, where people are worried that the growth of technology is drawing them apart, Amazon Echo’s new campaign aims to bring Indian families together with its smart speaker technology. The campaign stitches together an Indian family’s everyday situations that lead to small moments of...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/Ajmal_Perfumes.jpg?itok=texd-a7j
Ajmal Perfumes partners with Parcos

Global home-grown perfume house, Ajmal Perfumes has entered into a strategic association with one of the leading perfume and cosmetics retailer, Parcos.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/KFC_800.jpg?itok=-PI1xbA_
KFC hands over digital mandate to iProspect

iProspect India, the digital agency from Dentsu Aegis Network, has bagged the SEO, paid media and digital business for KFC India, an American fast food restaurant chain. The account will be handled from the agency’s Delhi office.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/kosh.jpg?itok=QxXcsMbN
KOSH Oats launches Roti Donation Drive on World Food Day

KOSH Oats by Future Consumers announces ‘Roti Donation Drive’ a special initiative which starts on World Food Day.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories