Marketing Orion- Group B7- Source- Exchange4media

Anand Kripalu reveals Cadbury’s five-point success formula

In this article Anand kripalu,the managing director of Cadbury India talks about the five point success formula that the company has followed to achieve the hallmark of 'Most Awarded Advertiser of the Year'.

From 'Aaj pehli tareek hai'  to 'Kuch meetha ho jaaye',Cadbury's campaigns have always captured the hearts of consumers.

According to kripalu, the ambition of the company holds most importance in the organization as everything right is achieved with the right thinking and ambition. He says that it's hard to have a big ambition and it's hard to have that ambition but it's something that has to be done to achieve excellence.If an ambition is set too low,you will achieve low.He says that it's a science and a dream and that it's not a set formula.

Secondly ,he said that two third of the company's performance comes through the study of its projects and the rest one-third is derived from external factors.

The next element is 'focus'.The power of focus can help a company sustain in the most difficult times. Many ideas may not succeed at first but with time,they may work.

He then talks about  mixing local and global brands. He talks about how brands can communicate in 30 seconds and how can brands communicate to people by bringing in international culture.

The last point is about the focus to create a star team i.e building a team that performs well and not having a team of stars i.e individuals. Every member should feel accountable and has to be interactive.

Kripalu shared that just getting the above factors in place might not be enough. Once all the elements are in place and the team is ready to go, the leaders need to step aside and let the team do its job.

practice of having 30 minutes show.

'Did you wash your hands with Lifebuoy?

As all the big brands were brainstorming for innovative ways as expected OGILVY came up with a innovative one.

'Did you wash your hands with Lifebuoy?' That was the message, in Hindi, stamped on over 2.5 million chapattis at the Maha Kumbh Mela , the largest congregation of human beings on the planet.

The unusual advertising medium certainly had pilgrims taking notice. The campaign enabled Unilever, the company that makes the soap, to reach a large audience in a low-cost but effective manner.

Unilever has the advertising agency Ogilvy Action to thank for the brilliant advertising idea.

Vipul Salvi, the 34-year-old National Creative Director of Ogilvy Action, is the one of the people behind the campaign. He says the idea needed to be big and innovative. "The obvious options were to put up stalls and play games around health and hygiene, but that would have been too gimmicky," remarks Salvi.

Those ideas were rejected since the Maha Kumbh is a spiritual affair. The mandate, therefore, was to look at other ways of getting the consumer in touch with the brand.

The ad agency deliberated over the campaign for close to eight months and came up with over 200 ideas before zeroing in on the roti campaign.

A heat stamp was specially made to make an impression on the chapattis. The agency tied up with over 100 dhaba owners in the vicinity and handed out more than 2.5 million chapattis stamped with the Lifebuoy. message.

Focus on adding brand value in 2013: Industry experts

February 12^th 2013, exchange4media.com

The year 2012 was not one of the best years for the Indian marketing industry thanks to the economic slowdown. Amid tough times, brands are now expecting agencies to be brand owners and add effective brand value. Joy Chakraborty, Director, Response, Times Group emphasised, “Big brands in the country have already built their identity. The focus now should be on how value addition can bring a difference to the brand, and innovation is the only key to bring this difference.” many Indian brands prefer mass communication vehicles such as television and print which continues to be the first choice of communication for Indian marketer’s. For instance, Asian Paints launched its signature store ‘Colour with Asian Paints’ four years ago. The experiential flagship store doesn’t sell any paint; the aim is purely to inspire Indian consumers to be more confident with colours for their homes. Ashok Venkatramani, Chief Executive Officer, MCCS (India) strongly believes that broadcasters can bring immense value addition to brands that come to advertise through their medium. He said, “In the process of outsourcing to seek communication solutions, brand managers often forget that broadcasters too can bring immense value addition for the brand, and not just at the inventory level.”         

            With digitisation, fragmentation is expected, which will give a boost to niche genre. Regional channels will blossom which will help brands to segment their target audience. According to the Pitch Madison Media Advertising Outlook 2013, ad spends are expected to grow by 7.4 per cent in 2013 and the word for the year ahead is ‘cautious’. However, with an optimistic approach, brand owners, agencies and broadcasters can hope to sail through safely in 2013, but with a different outlook.

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New opportunities for TV industry

Source: 4 P’s Business and Marketing

Starting Oct 31, 2012, four metro cities in India went completely digital in terms of TV broadcast service. For TV broadcasters switch to digitalisation will bring around 55 billion revenue per year. This will also help the state government to reap in good dividends in terms of service charge as compared to local cable operators who weren’t disclosing their whole customer base. Digitalisation will not only help the consumers by giving them access to more number of channels but will also be profit for set top box manufacturers. The full benefits of digitalisation will become visible when the exercise will be completed on a pan-India level by 2014.