MediAvataar's News Desk

MediAvataar's News Desk

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Anandabazar.com, the website entity for the iconic Bengali newspaper – Anandabazar Patrika, won its 1st INMA award at the 2018 Global Media Awards organized by International News Media Association (INMA) in the category of Best Brand Awareness Campaign for its much aspired property Ananda Utsav 2017.

Both the Bengali news websites, owned by ABP Pvt. Ltd., i.e. Anandabazar.com and Ebela.in, made a significant mark at the 2018 Global Media Awards. While Anandabazar.com won the coveted 1st prize for the award category 'Best Brand Awareness Campaign', Ebela.in won itself a place as an honorable mention for the category 'Best Idea to Grow Digital Readership or Engagement'. Mr. D. D. Purkayastha, Managing Director and CEO of ABP Pvt Ltd, was delighted to receive the awards at the event. He said, “We are extremely proud to receive the awards for - Anandabazar.com and Ebela.in - Bengali assets from our Digital business. We have already begun preparing for a much larger, more engaging and vibrant Ananda Utsav 2018 and are certain that this will allow the website for Anandabazar.com to garner a large share of the global Bengali audience.”

Anandabazar.com won the award for excellent execution of the annual Ananda Utsav event – its one-stop microsite on Durga Puja which is a platform to connect the Bengali community all over the world. The 2017 edition was lauded by the jury at the Global award for delivering “Truly impressive revenue and awareness results during this campaign” and also for creating “A strong 360-degree campaign which creates an opportunity to deliver value to commercial partners and readers, through vibrant design which has delivered results.”

Mr. D.N. Mukerjea, President of ABP’s digital business was excited as this is the 1st INMA award for the business. He mentioned, “We believe digital is the future and we are constantly strengthening our position by investing in the newsroom, video capabilities, technology, product and audience development. “

ABP Pvt Ltd. not only dominates the Bengali news website category, but it has also been consistently increasing its market share. As per the April 2018 comScore data, Anandabazar.com gets 63 million page views and 3.85 million unique visitors, while Ebela.in gets 40 million page views and 1.2 million unique visitors. Between the two digital assets, ABP Pvt Ltd. owns almost 50% of the market, in terms of both page views and unique visitors. Thus ABP Pvt Ltd is way ahead of its competition and compares favourably with other vernacular leaders.

Apart from this formidable presence in the Bengali news space, ABP Pvt Ltd is also galvanising its hold over the English news market with properties like Telegraphindia.com, FortuneIndia.com and T2Online.com in its portfolio.

Appoints entrepreneur Walter Mastelinck on its Board of Directors

Move aimed at strengthening its ranks with highly-experienced, successful business leaders and bolstering its current growth trajectory

In a move which highlights its strong growth momentum, Cybage, a leading global technology consulting organisation specialising in outsourced product engineering services, has appointed Walter Mastelinck to its newly-formed Board of Directors. The appointment of a remarkable and experienced business leader such as Walter marks a significant landmark in Cybage’s ongoing success story. In his role at Cybage, Walter will reinforce company’s vision, strategic direction, and achievement of the business goals.

A serial entrepreneur, Walter has built several successful and scalable businesses from the ground up throughout an illustrious career spanning more than 25 years. He founded Transics in 1991 and, his tenure of more than two decades as its CEO has been one of the most prominent entrepreneurial stories. Walter led Transics’s transformation from a local Belgian enterprise to a global leader in fleet management and telematics solutions for the road transport sector. He spearheaded Transics’ IPO on the Eurolist stock exchange in 2007 as well as its eventual sale to WABCO (NYSE: WBC), a global commercial vehicle industry technology supplier, for EUR111.1 million. He led the company till the end of 2016 as its CEO.

Speaking on the appointment, Arun Nathani, Managing Director & CEO – Cybage, said, “Walter has a highly successful track record of building great companies and taking them to market leadership positions. Having such a veteran industry leader with extensive, hands-on expertise in the various aspects of business operations as part of its Board of Directors is an important milestone for Cybage. The rich entrepreneurial experience that Walter brings to the table will help Cybage consolidate its position as a domain-leading organisation, whilst keeping its core culture of entrepreneurship alive.”

Since the end of his tenure at Transics, Walter has guided several high-potential ventures from an early stage, nurturing them into respectable and domain-leading organisations. This has only been made possible by Walter’s unrelenting determination to be deeply and actively involved – as an investor and as a mentor – in all aspects of business operations, especially those initiatives pertaining to technological innovation and business growth. He is currently involved with two medtech start-ups, Molecubes and Epilog, and is also the Co-founder, investor, and Director at WATT Factory, home to the ‘best in class’ accelerator with start-ups brought together from different Smart City domains. He is also currently serving as the Co-owner and CEO of Creaplan, a Belgian market leader for the design and construction of exhibition stands, displays, and interiors.

Walter Mastelinck added, “Incremental disruption through continuous innovation – that is what I feel any organisation, regardless of its size, should always aspire to. On that front, Cybage has an impressive track record. It has grown exponentially over the years and has emerged as a market leader in the hi-tech product engineering and outsourcing domain, and has still kept up with the constantly-changing technological landscape with several innovations of its own. I am also impressed by the vision of the senior leadership at Cybage, and look forward to working with this talented and driven team.”

Based on analysis of huge attitudinal and behavioral data sets Kantar Millward Brown finds that meaningfully different brands grow faster than average and can command a price premium. But how do you know whether a brand has the potential to grow faster than average?

Kantar Millward Brown is fortunate to have access to big data sets that measure the progress of different brands over time because it allows us to get deeper insight into how brands actually do grow. As I noted in this article perceptions of difference are a signal of growth potential. Relative to their existing customer base, brands that grow are more likely to be seen as different from the competition – declining brands less so.

But that is not where the story ends. ‘Excess differentiation’ – stronger perception of difference than expected given the user base - does not mean a brand is bound to grow. To generate growth the brand owner needs to position that difference in a way that makes it meaningful and salient to new customers. And not everyone will realize that a brand’s difference is meaningful to them at the time they answer a survey, they will likely only do that when shopping. However, for brands that do have ‘excess meaning’ this implies that the value of the brand is readily appreciable to people before they even start shopping the category.

Meaningful difference can also be limited to a buyer segment. For instance, BrandZ data for Tesla shows how awareness of the brand has risen from 66 percent in 2014 to 87 percent in 2016. In the context of luxury cars Tesla has always had ‘excess difference’ (over twice the category average) but lagged on meaning. Why? Because the brand has extended awareness beyond its core fan base and many people do not find the idea of an electric car relevant or appealing. Of those aware of the brand a steady two in five would not consider it. Presumably to appeal to these people Tesla will have to overcome the fundamental barriers of range and recharging anxiety, in addition to the other more typical things people consider when buying a car.

So, if you want your brand to grow as fast as possible, first, find a difference with the potential to be meaningful to existing and new customers (you cannot afford to leave existing customers behind in the pursuit of new ones). Communicate why your difference is likely to be meaningful and make the brand as salient as possible against relevant needs and occasions. As salience grows keep an eye on whether meaning is keeping pace with usage. If it is in line or exceeds its usage then your brand is realizing its growth potential. Continue to makes its difference as meaningful and salient as possible in order to grow further.

Marketers cannot just think about their brands at a point in time. They need to think about the interaction between attitudes and behavior as a flow over time. While the dynamics will vary dramatically from one brand to the next and one customer to the next the overall pattern is clear: growth comes when a brand creates a difference with the potential to be meaningful and then makes it as salient as possible.

 

Written by Nigel Hollis,Executive Vice President and Chief Global Analyst at Kantar Millward Brown.

Currently, India is home to the second largest population of workers in the world wherein workers toil for 16-17 hours a day to make ends meet.

Consequently, the tiring nature of their work barely leaves them with any time to enjoy anything else in their lives. Away from their families, friends and social circle, these workers lead a hard life with no joy or happiness.

To address this issue, Chakra Tea, a popular brand from central India, has launched an initiative. Aptly called, Chai-Fi, the initiative brings moments of joy to the tea-breaks of these workers by adding 'wi-fi' to their lives.

As part of the initiative, Chakra Tea, along with Dentsu Webchutney, has designed and launched an innovative tea-kettle that is now being distributed at tea stalls popular with the workers. As the kettle is heated to make tea, it also generates wi-fi that is then made available to workers for free. They use the free wi-fi to connect to their favourite videos, music, movies, sports, news shows and even family members.

Sudesh Samaria, Co-Founder and Chief Creative Officer, Dentsu Webchutney, said, “Tea is such an integral part of our lives that it is difficult to think of it in a new light. Our team identified an opportunity in the tea-breaks and made these breaks even more refreshing by creating a tea-kettle that generates wi-fi when heated. We call it Chai-Fi.”

“The category is dominated by big names. For brand like us to stand out, innovation is critical. Chai-Fi is one such innovation. It brings joy in people’s lives while opening up a world of possibilities,” added Priyank Khandelwal, MD, Chakra Tea. For the record, Chakra Tea is deploying more tea-kettles as the campaign continues to create a positive buzz in the community.

“Right technology can solve all our problems, big or small. Chai-Fi is a simple yet innovative idea that combines the trend of free wi-fi with human desire of information and entertainment,” said Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney.

Chai-Fi seems to also answer the question of last mile connectivity. It holds the promise of bringing more people to the internet while serving as a model for more such innovations.

The 2nd edition of The Economic Times Iconic Brands of India 2018 felicitated a clutch of indigenous brands and personas that epitomized excellence

The 2nd edition of The Economic Times Iconic Brands 2018, an endeavor to recognize successful brands of Indian origin, was held at a glittering soiree in Mumbai. The event brought together the most iconic brands that have gained traction not just in India but also globally for their track record of excellence, in the process carving out a distinct identity that resonated with audiences.

In recognition of their achievements, Chief Guest Babul Supriyo, Minister of State for Heavy Industries and Public Enterprises, Government of India, felicitated the eminent nominees. 

The brands felicitated included Lakme, Reliance Industries (Textile Division), JK Tyre& Industries, HIL, Kent RO, Indian Oil Corporation, Sify technologies, Mahindra Powerol, Muthoot Pappachan Group, GIC Re, MEP Infrastructure Developers, Dr. Batra’s Healthcare and DHFL to name a few.

Lending gravitas to the event was a stellar speaker lineup, which included industry titans such as Paul Josy, Chairman, BBDO; Prahlad Kakkar, Genesis; Sadashiv Nayak, CEO, Big Bazaar; Bianca Ghose, Chief Storyteller, Wipro; Mansoor Ali, Chief Sales & Marketing Officer, Hamdard; Kapil Pillai, Head Marketing, Godrej Consumer Products; Elizabeth Venkataraman, Executive Vice President, Consumer Business, Kotak Mahindra Bank; Naveen Gaur, Chief Operating Officer, Lowe Lintas; and Elsie Nanji, Former Managing Partner, Red Lion.

Sharing a word of gratitude, Rishab Handa, Manager – Marketing, Ok Play said, “India is a land of opportunities. Electric vehicles are a disruption in India and with Ok Play I feel we are headed in the right direction to make progress and evolve as a country. We were the first internationally to manufacture electric vehicles on a three wheeler platform, and we foresee the Indian diaspora taking to our e-rickshaws with great gusto.”

Karnam Maleshwari, India’s first Olympian and receiver of Rajiv Gandhi KhelRatna and Padma Shri Award said, “Our country is progressing, and I am working with the government to set up training centers for women wrestlers to make sure that there are more Maleshwari’s that are recognized all over the world.”

Legendary Director, Subhash Ghai shared that he , “Felt humbled at The Economic Times Iconic Brands event”, adding “but I don’t feel iconic as I still think I still am a student of cinema and life itself. There is still a lot to learn and to inspire the next generation to be a NeW Man of the 21st century.”

The Chief Guest of the evening, Shri Babul Supriyo expressed his gratitude and said, “The ET Iconic Brands is a groundbreaking event through which we can place Indian brand achievements in the cynosure of the global view.” Talking about his involvement in India’s development, he added, “It is a great experience for me to be a part of the Central Government under the leadership of our respected Prime Minister trying to push the make in India initiative &Im glad that we are doing pretty well in terms of foreign direct investments of $5000 cr. that has been touched in April 18’. We are encouraging people to make things in India. If it can be done in China and other parts of the world, then why not in India. By doing so, we can provide employment to a population of 130 billion.”

Sharing a word of gratitude, Rishab Handa, Manager – Marketing, Ok Play said, “We were the first ones internationally to manufacture electric vehicles on a three wheeler platform. We serve to a lot of e-commerce companies. India is a land of opportunities. Electric vehicles are a disruption in India and with Ok Play I feel we are in the right direction to make progress and evolve as a country.”

Talking about their success story, Dr. Sonal Shah, first woman Tricologist of India, Co-founder Richfee lsaid, “Innovation is important for a brand to sustain and become an iconic brand. Next, trust is the biggest factor for us that helped us survive 32 years in the market. Listen, evaluate, audit and implement for any brand to progress.”

Kajol said, “We are a vast country and I’m elated to be chosen as an Iconic queen. To stay true to myself is a pressure which is self-inflicted in me and the opinions of what others have to say has never made a change in my choices and the kind of work I want my audience to see me doing.”

Also sharing a word of appreciation, Jackie Shroff, Style icon of Bollywood said, “Getting an award from a high profile newspaper is a great honor. Respect people and take good care of yourself and that will always keep you one of the style icons. Keep your immunity strong and don’t get pulled down by gravity.”

The occasion was also marked by the launch of the 2nd Edition of The Economic Times Iconic Brands 2018 coffee table book, which features successful brand stories and outlines the DNA of these legendary brands, taking a deep dive into what has made these brands stand out and what they are doing as an ongoing process to live up to their iconic status.

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