Divya Iyer
Online
shopping in India has hit a tipping point and is expected to see exponential
growth in 2013, according to a report by search giant Google India and TNS.
Online
shopping in India saw 128 per cent growth in interest from the consumers in the
year 2011 to 2012 in comparison to only 40 per cent growth in 2010 to 2011
making 2012 the tipping point for online shopping in India.
In
terms of product categories, consumer interest on Google search for apparels
and accessories (30 per cent) emerged as the second biggest product category
after consumer electronics (34 per cent) and is expected to become bigger than
consumer electronics in 2013 in terms of absolute query volumes. Other
categories that Indians searched for online were Books (15 per cent), beauty
and personal care (10 per cent), home and furnishing (6 per cent), baby
products (2 per cent) and healthcare (3 per cent).
Rajan
Anandan, VP and Managing Director, Google India, said “With approximately 80
lakh Indians shopping online in 2012, online shopping industry in India is
growing rapidly and will continue to see exponential growth.
Digital
advertising not all pervasive yet: Nitin Mathur
Vivek Nair
•“Shooting Star” an initiative of
Yahoo India is a contest to identify young advertising professionals under age
of 30.
•“This will allow us to get ideas to
solve real-life business problems converted into a communication brief.” As quoted by Nitin Mathur (Senior Director
& Head of Marketing of Yahoo India & South East Asia).
•The contest is in association with
the production house Flying Saucer.
•The contest opens up an opportunity
for young ad film writers and the winning ad will be sent to Cannes International
Festival of Creativity.
•Pushpendra Misra, Founder-Director,
Flying Saucer, feels that “creatively juicy campaigns are often given only to
senior people”, hence the contest will allow young professionals to showcase
their talent.
•The final product of this contest –
the ad film will be used on different properties of Yahoo.
Will
brands play Hack-a-Shaq to NBA moves in India?
Nikhil Narayanan Pitch
29/01/2013
Ø National
Basketball Association has actively been in India for the last four years,
hosting more than 450 events and programmes in India.
Ø Looking
at a 50 per cent increase in participation with NBA’s grassroots programmes,
Ø Is
present across 10 cities like Ludhiana, Chandigarh, Bengaluru, Chennai, Pune,
Hyderabad, Cochin, Trivandrum, Delhi and Mumbai among others.
Ø Their
target is largely to engage youth in the Tier-1 cities and as they build
traction with basketball and NBA here, they plan to expand in other markets
too.
Ø Plans
to increase the distribution on NBA content across platforms, as it recently
signed a multi-view television partnership with Sony Pix in order to move
towards broadcasting games in India and create localised programmes.
Ø NBA
India has hosted the Mahindra NBA challenge, also implemented a variety of
lifestyle events, along with local partnership with Adidas and global partner
like Sprite.
Ø Rupam
Harish Sharma, CEO, Basketball Federation of India (BFI), says that NBA is
targeting the youth in urban cities and schools to give them a competitive
edge.
Ø IMG
(International Management Group) and Reliance entered a 30-year joint Venture
with BFI in 2010, which gave both commercial rights over basketball in India as
well as merchandising, broadcast, advertising and franchising rights.
OFF
TRACK: Is F1 a failure? Or are there opportunities still?
Rohit Biswas
1. A
captive audience of about a lakh in stadia for three days and another roughly
3.5 crore global audience on TV.
2. The
second edition of the Formula 1 at the Buddh International Circuit (BIC)
developed by Jaypee, near New Delhi in India.
3. It
was expected that the sport would attract international brands – the Jimmy
Choos, Guccis, Prada and the likes of the world to reach out to this high
profile audience. That doesn’t seem to be happening as of now.
4. Except
for the usual suspects – Airtel, Kingfisher, JK Tyres, MRF and about nine
others, there’s been cold response from brands to feel the urge to take a ride
on the racing sport.
5. On
TV – ESPN, which has bought the rights to telecast F1 in India – too, there
have been only about 17 advertisers including the three sponsors – Petronas,
Samsung and Vodafone.
6. The
inventory wasn’t “chock-a-block” and was “still available” till the last
minute, according to a senior media planner at Starcom, while speaking to ‘All
About Ads’ on NDTV Profit.
7. Even
though the group pays $35-40 million every year to London based Formula One
Management as a fee to organise the event in India, the sponsorship rights
remain with Formula 1 and not Jaypee.
Tata Tea: A case of ‘social-cause’
marketing
- Started
in 1986.
- Tata
Tea has moved from ‘garden fresh’ to current campaign since 2007.
- “The
campaign has works by intertwining the themes of civic consciousness with
that of the physical and psychological boost that a cup of tea delivers.
- The
‘Jaago Re’ campaign drives synergy by providing a common, unique umbrella
message of ‘social awakening’ that brings its national brands together,”
says Vikram Grover, Vice-President, Marketing, Tata Global Beverages.
- Campaign
now broadens its base by addressing the woman of the house.
- It
has always been tied as a household brand.
- The
trust that Tata Brand enjoys helps the tea brand to get into the mindshare
of the consumer, hence, increasing the global brand recall.
- Campaign
was launched to redefine the role of tea from being a mere physical
rejuvenator to a medium of social awakening and has been a wake-up call
for the country’s social-minded youth.
- According
to ASSOCHAM, tea in India presently has a CAGR of 15 per cent at an annual
turnover of Rs. 19,500 crore, which is estimated to grow to Rs. 33,000
crore by 2015. The branded tea market accounts for nearly 55 per cent of
the total market and is growing at about 20 per cent while the unbranded
market is growing at 10 per cent annually.
- Advertising
in this campaign has been different and national.
- According
to an ASSOCHAM report Tata tea leads the market in sales volume with a 20
per cent share while Hindustan Unilever is the current market leader in
terms of sales value with over 20 per cent share.
- Tata
Tea Gold was launched and was truly differentiated after understanding
consumers.
- Distribution
initiatives that led the thought agenda, most notably ‘Gaon Chalo’ was
also initiated.
- Tata
tea has a 360 degree communication approach, “Different brands use
different vehicles as primary mode of communicating.
- “The
advertising is the differentiating factor for Tata tea because it talks to
a different genre of people not only the housewives,”
