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=g0Rw23Ym

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/2020/09/29/bhafat.jpg?itok=fr6B5TU9
BharatMatrimony ads draw parallels between cricket & marriage

NEW DELHI: BharatMatrimony, a leading online matrimony player, is known for contextual content during IPL and often rides on topical news. The brand is again back with its cool contextual posts driving social engagement and this time it is relating cricket with marriage. BharatMatrimony is wooing...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/daily.jpg?itok=pm6yJqoC
Dailyhunt forges content partnership with Chennai Super Kings

NEW DELHI: Dailyhunt, a local language content discovery platform for Bharat, today announced CSK Originals – an exclusive and exciting content partnership with IPL favorites’ Chennai Super Kings. This partnership manifests as an exclusive hub on the Dailyhunt platform, giving users access to...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/daddy.jpg?itok=BE7PE31C
GoDaddy launches second phase Bijness Bhai campaign in India

NEW DELHI: GoDaddy Inc, a company that empowers everyday entrepreneurs, has launched the second phase of its marketing campaign for India - Bijness Bhai. This campaign continues the focus on encouraging small businesses in India to build a complete, integrated online business, and creates awareness...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/tac.jpg?itok=Q4h7Kump
The Ad Club re-elects Partho Dasgupta as president

MUMBAI: Advertising, Marketing and media industry’s apex body – The Advertising Club today announced the Managing Committee for the current fiscal i.e. FY 2020-21 at its sixty sixth annual general meeting. Its current president Partho Dasgupta has been re-elected to lead the body. Under his able...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/otc.jpg?itok=-8V18Ygt
ITC urges consumers to munch on Bingo! during Dream11 IPL

DELHI: Snacking enhances everyday moments and cricket fans love to munch on something while they are watching their favourite sport. Bingo! is the preferred snacking choice of millions of Indians, elevating their experience while they are glued to their screens from the comfort of their homes. The...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/aparna.jpg?itok=cHseEbD2
Great Learning appoints Aparna Mahesh as chief marketing officer

NEW DELHI: Great Learning, one of India’s leading ed-tech companies for professional and higher education has appointed Aparna Mahesh as the company’s chief marketing officer (CMO). She will be responsible for managing Great Learning’s global marketing strategy, development and delivery of brand...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/2.jpg?itok=Ug89ZaZx
VMLY&R wins Dell India's creative duties

Dell has appointed the brand experience agency VMLY&R as its lead creative agency in India for both the consumer and small business portfolio. The mandate was won after a keenly contested pitch.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/mix_0.jpg?itok=CxnfTleI
PROMAX INDIA IS THRILLED TO ANNOUNCE AN ADDITION TO AN EVEN MORE STELLAR LINE-UP OF SPEAKERS for ‘Re-Invent’ PROMAX INDIA VIRTUAL 2020 -CONFERENCE & AWARDS LIVE on 7th, 8th & 9th of October, 2020

Get transported into the Future of Creativity in Augmented Reality all the way from Sydney with Emile Rademeyer, and the Climb to the Top of the Pyramid and witness a fireside chat with Megha Tata and Navika Kumar, as they highlight their journey and experiences in the media landscape. Then, sit...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/rahul_tewatia.jpg?itok=s0gv5P7O
Brands leverage Rahul Tewatia moment

NEW DELHI: Over the years, IPL has given birth to several big stars who haven't just entertained the crowds but went ahead to become viral-sensation. The latest to be a part of that elite club is Rajasthan Royals' Rahul Tewatia who smashed five sixes in one over in a match against Kings XI Punjab...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required