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Goafest 2015: An exciting day One concludes with major announcements

The first day of the 10th year of Goa fest began with an address note from M G Parameswaran, President of Advertising Agencies Association of India (AAAI). Parameswaran shared details  on the response for the year 2015. He highlighted the fact that  the response has been heartening this year  than the  last year. The best part is 50% of the participants are below the age of 30. Indeed a lot of creative minds this year.

Highlighting the newer options in the tenth year, Parameswaran said, “This year we have three award nights instead of two, we have introduced Youth Labs, for the young guns of advertising,  Leadership Summit and a Knowledge Summit this year. These have been the key changes. Apart from that we have received  20% more delegate numbers  vis a vis other years  but we could accommodate only 2000 delegates in total. Overall a good response as the numbers are growing year on year.”

He profusely thanked Discovery Network for supporting Goafest wholeheartedly for last seven years. He also highlighted that it was  the eighth year for the Abby Awards. Well indeed a great start for the tenth year of Goa fest.

The session was followed by a panel discussion comprising of  senior industry members  like D Shivakumar, Chairman and CEO, PepsiCo India, Anand Kripalu, MD & CEO, Member of Diageo Global Executive Committee, United Spirits Ltd., Chandrasekar Radhakrishnan, Head of Communication and eCommerce, South Asia Region at Nestle India, and Sanjeeb Chaudhari, Global Chief Marketing Officier & Regional Head South Asia, Standard Chartered Bank and  the session was moderated by Arunabh Das Sharma, President, Times of India. Excerpts of the session are as below.

Shivakumar threw light on “Rethinking Marketing”. He highlighted some key points where brands and agencies should look at when it comes to marketing. He reasons, “We need to rethink marketing because the world is impacted by media, technology, fragmentation and complexity.”

Adding on to what really needs to be rethought in his view is the shift from analog to digital evolution. “The world is becoming a mobile first world. Emerging markets will be a mobile first market in time to come,” he went on to add.

Throwing a question at the audience as to whether social media is a media channel or a community he answers by saying that in his view it is both. It’s a medium which is concurrent and a fantastic medium of communication. He stresses upon the marketing fact that consumer is the king, but with digital consumer is not only the king but also has a voice that can shake your brand.

While marketers always talk about marketing, no one really talks about real time marketing. Sharing a social media example of Nestle Kit Kat where Kit Kat put a tweet “We don’t bend, we #break #bendgate #iPhone6plus.” Indeed this example explains it all. On the other hand Shivakumar highlights the importance of big data being the first level of data, but more than that it is about using intelligent data or having intelligent data. Soon there will be a time when one will see data scientists, who will have consumer intuition.

Speaking about ecommerce, Shivakumar was  of the opinion that ecommerce is viable for niche channels and not mass channels. Adding on to that he mentions about the three important skills that people should have, one is being tech savvy, second being curious attitude and lastly train for skills.

He concludes by saying that, “Media and creative are as much about technology today as about creative content.” Indeed one needs to rethink on marketing in a lot more ways.

Kripalu shares insights on “Creating Value Together”. Kripalu highlights five key themes as to how one should create value together. One being the shift from creative conversations to content. Second being the shift towards Accountability for outcomes. Third being the shift towards Partnership better relationship and better work. Fourth being the shift towards being Engaged with consumers in real time. And lastly, the shift towards a Diverse and Multi-Disciplinary talent profile.

Radhakrishnan highlights five key fundamentals of communication. Firstly he mentions about bringing alive the corporate promise. Second being the fact that it’s about people. The third one is “Message Quality matters most. Fourth being “Engagement is just an enabler”. And lastly, “Safe is not safe”. Each of them was backed up by fabulous campaigns of the brand. The first one being #ShareYourGoodness, second being #ItAllStarts, third being #LoveIsToShare, fourth being #MomsMaggi and lastly #TheRace. Radhakrishnan explains that the last is not about safe creativity but it is more about relevant creativity.

Lastly Sanjeeb, based on his experience in working with different agencies and brands threw light on an interesting perspective. He said, “It’s an interesting perspective to understand that some of the basic principles of relationships with our communications with all our agencies have not changed in spite of all the change, the context might have changed, the platforms might have changed but basic principles have not changed.”

Relationships are a part of our life, be it personal or professional. Some of them are good while others are not. But for brands relationships which are abstract and also which is in the ideas business, relationships can be very tense and those relationships needs to respected and maintained. He mainly highlights the importance of relationships in the advertising and media domain.

The day ended with a major announcement from the Times Group. India’s largest media group unveiled its new brand identity at Goafest 2015 where MK Anand, MD & CEO launched the new logo of the TIMES NETWORK. By Archit Ambekar | Twitter: @aambarchit

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