MediAvataar's News Desk
In theory the application of zero-based budgeting to marketing ought to be a good thing: no more budgets based on historical spending and funds allocated between options based on current performance. What is not to like? How about the fact that there is often a huge divide between theory and practice?
Let’s be clear, just as zero-based marketing ought to be a good thing in theory, my concerns about its application are also theoretical. However, knowing how marketing is regarded by many in the C-suite – a cost not an investment – and having seen similar trends sweep through business in the past, I think I have some basis for my concern.
This article makes the pitch for the sensible application of zero-based budgeting to marketing. The authors are very clear that the objective of zero-based budgeting is reallocation of funds to programs that are delivering better returns. After noting that the application of zero-based budgeting principles to marketing can save between 10 to 25 per cent of spending in certain categories they state,
“…with the rare exception of industries that are in a global state of decline, a well-executed reinvestment in high-ROI opportunities will deliver a greater return than “banking the savings” will.”
Whether or not any savings are reinvested is, of course, going to depend in large part on the mindset of the people who implemented the budgeting program in the first place. I suspect the desire to pocket savings is far more pervasive than the McKinsey team might think. Unless a brand is growing profitably the allure of an improved quarter’s results might prove stronger than the need to continue building the brand.
All too often, brand-building is regarded as a discretionary cost, not a necessary investment. The assumption seems to be that a strong brand will remain strong with reduced support. Unfortunately, this is not the case. Beyond the negative impact of competitive activity, in the absence of ongoing marketing support brands simply lose salience: people become less likely to think of them in relation to purchase occasions and the associations that make them worth paying for also fade with time.
Opportunities to save costs are always alluring in business because they are easily quantified, as a result practices get accepted at face value and only later are the full implications realized. Take the example of open-plan offices. Judged solely on the basis of cost-saving, open-plan offices seem like a great idea, which is why so many companies have adopted them. Judged on a wider basis, including productivity, quality of communication and employee self-esteem, a different conclusion might be reached. A recent article in The Economist reports research that switching to open-plan offices reduced face-to-face communication, increased email traffic (and we all need more of that) and, in one case, reduced productivity.
Given that the basic premise of zero-based marketing is sound, it seems to me that the real challenge is to make sure it is implemented correctly and that requires understanding how brands really grow and prosper, not just looking at short-term performance and costs. I will return to this topic in a later post but meanwhile what do you think?
Written by Nigel Hollis,Executive Vice President and Chief Global Analyst, Kantar Millward Brown
People around us add colour to our homes and create unforgettable memories. With this belief, Asian Paints, the leading paint and décor major has launched an all new corporate TVC, #PeopleAddColour.
Building on the brand’s existing corporate positioning ‘Har Ghar Kuch Kehta Hai’, the new TVC signifies how people and the joy of redecorating one’s home can create colourful moments and memories to be cherished for years to come.
Conceptualized by Ogilvy India, we see the main film in which an elderly couple, who are empty nesters, recreate a sense of home with strangers.
It opens to an intriguing scenario of a lady who sees her husband re-doing their son’s room with the help of painters. On questioning her husband about why the room is being re-decorated, he mentions that just as their son has been welcomed into the home of another family abroad, there will other kids living away from their families whom they could provide a home to as a paying guest.
Recognizing the importance of how people can add colour to one’s life, the mother favourably agrees.
The film proceeds to a montage of different youngsters who have had a warm and memorable experience with the couple.
The film concludes with a wall adorned with photographs and colourful memories with their paying guests in the couple’s home, beautifully capturing the brand message, ‘Ghar sajta hai uski chahal pahal se.’
This thought is taken further with a set of 20 sec films, print, outdoor, retail promotion, radio spots, digital engagement and on-ground activation.
Speaking about the new corporate ad, Amit Syngle, COO, Asian Paints Limited said, “With the new corporate TVC #PeopleAddColour, our core objective is to recapture the essence of how people who live under the same roof bring colour to each other’s lives while highlighting the emotional equity a home holds. Building on our positioning and expression of ‘Har Ghar Kuch Kehta Hai’, we aim to resonate with our consumers by instilling empathy and meaning into decor.”
Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai, said, “People make homes beautiful. #PeopleAddColour celebrates this thought and encourages people to make their homes happier. The launch film for this campaign is a beautiful story of an empty nester couple. A story that will probably resonate with lots of people across India. When their son leaves to study abroad, the couple decides to redecorate their son’s room and open it for other children. Filling their life with joy. Making their home happier again.”
Client: Asian Paints
Agency: Ogilvy Mumbai
Ogilvy Creative: Sukesh Nayak, Kunal Sawant, Vivek Verma, Prasad Kulkarni, Akshay Gawde, Mithun Rajam, Shrinjayi Sengupta
Ogilvy Planning: Prem Narayan, Vipasha Bhuptani, Nadia Miranda
Ogilvy Account Management: VR Rajesh, Manish Tilwani, Pradeep Rao, Amrita Basu, Ritu Pandya
Production House: Corcoise Films
Director: Prasoon Pandey Producer: Cyrus Pagdiwala
Lowe Lintas Delhi has recently conceived a campaign for Google Maps, promoting their 2-wheeler mode in the Indian market. It is notable that India is the largest market for two-wheelers globally and two-wheelers represent 70% of all registered motor vehicles in India.
Two-wheeler mode was launched on Google Maps in Dec 2017 to address the needs of this large segment. Given the high relevance of two-wheeler mode to the Indian market, the campaign aims to increase awareness and usage of two-wheeler mode. The campaign thought is based on something that is behavioral and deeply engrained in our habits.
Creative: Janmenjoy Mohanty, Kanishka Vashishth, Nikhil Kumar, Vedansh Kumar, Megha Joshi
Account Management: Nikhil Mahajan, Dallbir Singh, Naman Pal, Ambika Roy
Account Planning: Anurag Prasad, Punit Singh
Director: Amit Sharma, (Chrome Pictures)
The account will be handled from the Gurgaon office of DCMN.
DCMN India, the growth marketing partner for digital first brands, has bagged the media mandate for Truecaller, one of the leading global communications app.
The account was won following a multi-agency pitch that involved several big agencies. The mandate includes managing the company’s TV media duties across different markets and campaign tracking using DCMN’s proprietary TV attribution technology, DC Analytics. Truecaller is a very popular brand that cƒuts across categories and geographies globally.
The pitch process was held in New Delhi and the account will be handled from DCMN’s Gurgaon office. The business will be led by Bindu Balakrishnan, Country Head, DCMN India.
Truecaller is all set to launch its new TV campaign, which aims to communicate its new features that positions it beyond just a caller ID app. The app integrated video calling, instant messaging and even payments in March last year. The features have been embedded in the app to take into account the demands of a new-age user and over the last year, audiences have responded well to the updates.
Speaking on same, Manan Shah, Director Marketing - India, Truecaller, says, “Over 150 million people use Truecaller in India alone, primarily to know who is calling. Over the last year Truecaller has transformed into a complete communication suite with video calling, a unique instant messaging utility called Flash and integrated UPI based payments and banking features. This is a story worth telling to our users so that they can find all these features in their most-loved app, without the need to use multiple apps.”
During the pitch process, the synergies between DCMN India and Truecaller became apparent because Truecaller understood the importance of TV tracking, a unique offering from DCMN in the Indian market.
With the help of its flagship tool DC Analytics, DCMN India will analyse how consumers are using these top-end features of the Truecaller app in real-time across different locations.
Speaking on the association Balakrishnan said, “I am very excited about this partnership as I am a Truecaller user myself. The idea of integrating video calling, payment and instant messaging into the app solves multiple purposes for any consumer. While awareness and downloads are already high, the brand is now looking at performance metrics as its main KPI for the upcoming TV campaign. Our strength lies in the experience we have in performance media marketing. DCMN’s performance approach includes data-driven media planning and tracking the direct response at a TV spot level with our proprietary TV attribution tool. We are looking at running a highly optimized media campaign for Truecaller.”
“Using DC Analytics, DCMN India will track the growth and usage of the new features on the app once the campaign is launched. With the real time learnings, we will help Truecaller optimise its media spend and reach a larger audience. Our tracking tool is a unique offering to the Indian market.”
93.5 RED FM – one of India's largest and most awarded radio networks, celebrates the festival of Ganesh Chaturthi 2018 with its new activity ‘RED Cha Raja’ – aimed at manifesting an eco-friendly alternative for one of India’s biggest Hindu festivals.
Ganesh Chaturthi is a widely celebrated festival in India, observed as the birthday of Lord Ganesha. However, the appeal of this festival has also invited rapid commercialization which has in turn encouraged a rise in the causes of pollution. This has been a constant concern for the authorities for many years and now bolstering this, RED FM proposes eco-friendly ways of celebrating the festival.
Keeping the environment in mind, RED FM pledges an eco-friendly, king sized Visarjan squad in an artificial BMC pond to help prevent pollution of water. They will also organize a ‘Nukkad Natak’ street play in societies to spread the word about why we should immerse the idol in an artificial tank rather than a natural water body and conserve the environment. In addition, RED FM will also bring the evening Aarti on-air for the people who are stuck in the throes of traffic and cannot make it home in time. The activity will cover Mumbai, Pune, Nagpur, Aurangabad, and Nashik.
On this auspicious occasion of Ganesh Chaturthi, Nisha Narayanan COO, RED FM said, “It is wonderful to see how people come together during festivals to celebrate, but we should also make it a point to prevent and reduce the pollution created. At RED FM, we not only want to spread happiness on this festive occasion, but also want to make it environmental-friendly. Through the ‘RED Cha Raja’ initiative, we appeal to citizens to take the pledge of an eco-friendly and happy Ganeshotsav. Bajaate Raho!”
By some estimates, over 200,000 such idols made of PoP are immersed each year at the end of the festival in just Mumbai. Meanwhile, toxic paints on the idol, while making them hugely attractive, worsen the condition of natural water bodies when immersed causing them to become acidic and unusable over time. Adding to all this, the flowers, fruits, incense sticks, polythene bags all offered to the god in veneration and then ritually dumped and remain on the shores, decaying, pose as a massive health hazard for many months after.