MAM

Zee Melt 2019: the mantra for disruptive marketing revealed

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

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/05/31/zee.jpg?itok=6FOwNPnE

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

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/fair-lovely.jpg?itok=-HSuYr7S
Fair & Lovely’s new name - 'Glow & Lovely'

NEW DELHI: Hindustan Unilever (HUL) has  unveiled the name of its rebranded face cream product Fair & Lovely as Glow & Lovely. Its skin cream for men will be called 'Glow & Handsome.' It has to be noted that Fair & Lovely accounts for 40 per cent of the face care category in India....

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/icici.jpg?itok=sQyZr4zh
ICICI Lombard launches #RestartRight campaign Created by Ogilvy

COVID-19 has impacted lives and businesses across the globe. The human society stands at the crossroads of a ‘New Normal’, something that will alter our future completely. Social distancing and curtailed movement have become the norm. Further, in this changing scenario, health protection through a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/jyothy.jpg?itok=Sf0smFuf
Jyothy Labs launches #VocalforLocal campaign supporting Aatmanirbhar Bharat

MUMBAI: Jyothy Labs Limited (JLL), one of the leading Indian FMCG companies launched a brand new television campaign today in support of the #Vocalforlocal appeal made by the prime minister Narendra Modi. The film narrates the journey of the company’s legacy since 1983 through a beautifully...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/an.jpg?itok=Ojx9zCQJ
Kalyan Jewellers appoints ex-L&K Saatchi & Saatchi CEO Anil Nair as independent director

NEW DELHI: As part of a move to expand its board of directors, Kalyan Jewellers today announced the appointment of two new directors and named a new chief executive officer. With this announcement, marketing guru, Anil Nair, joins the company’s board as independent director. A veteran of the...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/lays.jpg?itok=vm1Qmasr
Lay’s joins hands with leading brands to thank #heartwork of unsung heroes

NEW DELHI: Earlier this month, LAY’S, one of India’s leading potato chip brands, launched a campaign to express gratitude towards the unsung heroes of India who have brought joy to millions even in these challenging times. Aptly titled #HEARTWORK, the ongoing campaign is a heartfelt, emotional ode...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/mrinal.jpg?itok=MQ6iAwc-
Mrinal and Abhigyan Jha show solidarity with budding/aspiring artistes with the launch of ‘The Socho Project’ by MAJ (Mrinal Abhigyan Jha Productions)

India’s foremost television show creator Mrinal and veteran director and serial entrepreneur Abhigyan Jha are set to breathe life into the disgruntled music scene in the country with the launch of ‘The Socho Project’ - the first-ever musical web series in India.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/ap.jpg?itok=wJJc2GVE
'Ghar ka Pehredar' – says Asian Paints' new TVC

MUMBAI: Given the current Covid2019 situation, Asian Paints used its expertise and deep understanding of home hygiene to meet the new, non-negotiable hygiene need of our times - sanitisation. The brand launched its first hand and surface sanitizer, Viroprotek in May 2020 and in continuation has now...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/scayyer.jpg?itok=YwkFg4ok
Scatter Elevates Founding Members To New Leadership Roles

Scatter, India's leading content marketing company, is excited to announce the elevation of several founding members into new leadership roles. The move comes as  Scatter shifts its focus towards developing in-house products that will boost the marketing ecosystem and facilitate growth, both within...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/02/dan.jpg?itok=--Fj51sz
DAN India bags two golds at 9th Global Customer Engagement Award

MUMBAI: Dentsu Aegis Network (DAN) India has emerged victorious at the 9th edition of the ACEF Global Customer Engagement Awards. While Vizeum India, the media agency from the house of DAN, has bagged a Gold for HDFC Bank’s ‘Ek Festival Aisa Bhi’ campaign, digital marketing agency iProspect India...

MAM Media and Advertising Media Agencies

Sign up for our Newsletter

subscribe for latest stories

* indicates required