Zee Melt 2019: the mantra for disruptive marketing revealed

Advertising & Marketing Industry Veterans Converge On Day 2 of ZEE Melt 2019

MUMBAI: The second day of ZEE MELT 2019, India's biggest conference for disruptive marketing witnessed an impressive and comprehensive line-up of industry veterans. Marketing stalwarts and industry leaders converged at NSCI, Mumbai to discuss their formula for effective marketing and recount their success stories which changed the way we perceive brands.

The day began with an address by Fernando Machado, Global Chief Marketing Officer of Burger King who shared the inside story of the Whopper campaign that changed the brand’s entire outlook on marketing. Mr. Machado revealed the marketing approach he champions which reignited the creative spark the brand had previously lost. “I worked at Unilever before Burger King and that is a company that’s invested a lot in ‘purpose’. After 18 years, I approached Burger King determined to reignite the brand with advertising as bold and celebrated as its legacy,” he said. “It’s about identifying what's going to trend or what’s going to be relevant to people, and find creative ways to hack into that, in a way that is not just self-serving, but in a way that adds value to people, adds value to the society, and adds value to the brand,” added Mr. Machado

Other celebrated speakers included, Gerardo Mazzeo, Global Innovation Director and CSV Manager, Nestle; Mark Pollard, Strategy CEO, Mightly Jungle;  Dave Trott, Author and Creative Director;  Samuel Scott, Columnist, The Drum; JP Hanson, CEO, Rouser; Vikki Ross, Copy Chief; Faris Yakob, Co-Founder, Genius Steals; Laura Jordan Bambach, CCO, Mr. President; Shubho Sengupta, Co-Founder, Healthcase & Activewear; Suresh Balakrishnan, Chief Revenue Officer, The Hindu and Prathyusha Agarwal, CMO, ZEEL and Rashi Goel, VP – Consumer Communications, Nestle, among others.

A series of panel discussions was organized by The Collective, a multi-agency initiative that focuses on gender issues. The discussions featured prominent professionals like Babita Baruah, Managing Partner, Head of WPP, GTB India; Deepa Geethakrishnan, Consultant, Lowe Lintas; Tista Sen, Regional Creative Director, Wunderman Thompson – South Asia; Anusheela Saha, Group Creative Director, FCB India; Gayatri Sriram, Digital Creative Head, FCBUlka, and many others.

Commenting on the conference, Rajesh Kejriwal, Founder & CEO, Kyoorius said: “Zee Melt brings together marketing experts, strategists & the media for an open unfettered discussion on the future of advertising and brand building. The objective is to host an insightful and rewarding event that recognizes unconventional ideas that have disrupted the industry, prompting us to relook at how we perceive marketing. What makes this conference so extraordinary is the fact that it represents the convergence of five different industries: marketing, media, advertising, emerging technology and digital. It’s not a platform where people are lectured to but one where they can raise questions and get answers.”

In addition to the talk sessions, the second day of Zee Melt 2019 also witnessed a workshop facilitated by the Mudra Group on how to tackle the clichés surrounding feminism in advertising. Shagun Seda, Executive Creative Director and Toru Jhaveri, Senior Strategy Director of DDB Mudra Group facilitated the workshop that focused on calling out the contradictions and inconsistencies with regard to ‘femvertising’.

Organized by Kyoorius, Zee MELT is partnered by the The Hindu, the Mobile Marketing Association and Cadbury Fuse, and supported by Laqshya Media Group, Garage, Communicate India, Fortune4 Technologies, CashUrDrive, Garage and Dome NSCI, Mumbai.

Latest Reads
Likee collaborates with Salman Khan Films as Digital Partner for Dabangg 3

MUMBAI: Likee, the pioneering global short video creation platform from Singapore based BIGO Technology has partnered with Salman Khan Films (SKF) to promote Dabangg 3 as the film's Digital Partner. Dabangg 3 is one of the much-awaited movies by Salman Khan Fans, and it is expected to break box...

MAM Marketing MAM
Hungama partners with Flipkart to offer premium content experiences

MUMBAI: Hungama, India’s leading digital entertainment company, has partnered with Flipkart, India's leading e-commerce marketplace, to offer Flipkart consumers easy access to its premium services. Shoppers on Flipkart will now have the option to redeem Flipkart SuperCoins, for a premium...

MAM Marketing MAM
Indian Terrain unveils digital campaign 'The Day Men Forget'

MUMBAI: India’s leading menswear brand, Indian Terrain has unveiled a new digital campaign on the occasion of International Men’s Day. Titled, ‘The Day Men Forgot’ the campaign has been conceptualized to encourage awareness of International Men’s Day among men and celebrate the ‘The Spirit of Man...

MAM Marketing MAM
Reebok launches new campaign #SheGotRee

MUMBAI: Leading fitness and lifestyle brand Reebok has unveiled its latest campaign featuring brand ambassador Katrina Kaif. The campaign, ‘She Got Ree’, is a celebration of fitness and depicts the myriad ways in which you can harness your energy and enjoy being fit no matter where you are. Through...

MAM Media and Advertising Ad Campaigns
Crocs announces Priyanka Chopra Jonas as a global brand ambassador

MUMBAI: Crocs, Inc. a global leader in innovative casual footwear for women, men and children, announced award-winning actor, activist and entrepreneur Priyanka Chopra Jonas as a global brand ambassador for the 2020 “Come As You Are” campaign. As a natural progression of the campaign, in 2020...

MAM Marketing MAM rolls out new TVC with Digital superstar Bhuvan Bam

MUMBAI:, the largest eyewear company in India, unveils its first TVC with digital superstar and brand ambassador Bhuvan Bam to launch its one-of-a-kind range - AIR. The latest offering from’s portfolio, the AIR range showcases an eclectic, modern and halke phulke rendition...

MAM Marketing MAM
“Gattu Adventure to the World - 3DSeries by One Take Media Co.

MUMBAI: One Take Media Co.(OTMC) has acquired rights for the Global hit 3D animated  series “Gattu Adventure to the World “ for SAARC countries. There are 26 episodes of 13 minutes each available in English ,Hindi and other languages.

MAM Marketing MAM
DocsApp & Bombay Shaving Company celebrate ‘International Men’s Day’ with a stirring campaign

MUMBAI: The International Men’s Day graces our calendar each year. To give voice to this rather unsung event and throw light on the societal pressures faced by men, DocsApp has unveiled its initiative #TrimTheThickSkin. To strike a chord with the audience on this matter, the online doctor...

MAM Marketing MAM
Ormax’s Top 5 Most Popular Characters Features Meher from Chhoti Sarrdaarni

MUMBAI: Colors’ new show, ChhotiSarrdaarni, launched on July 1, 2019, has been performing very well for the channel. The show became the top show on the channel within weeks of its launch, and its lead protagonist Meher, played by Nimrit Kaur Ahluwalia, has been rising up the audience popularity...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories