“The effort needed to both find stories which will engage the consumers and create the same with stellar production values is underestimated at this point of time. Therefore, the key challenge to identify and solve is how we start looking at content marketing as an ongoing program rather than a one-off, flash in the pan video to be created. The content needs to be thought through, tell a story and provide reasons for the consumers to engage now and again.” Said Tripti Lochan, CEO, VML, South East Asia & India.
In this interview Tripti talks about the partnership between VML and CMS Asia 2016 and how platform like this will help grow the content marketing ecosystem to newer heights.
Here is the complete Q&A……
Q: What is your perspective on Content Marketing in Asia in general and India in particular. ?
Tripti: Content marketing has become the front and center of digital strategy for many brands. Where it started off as a “part” of marketing strategy, content has now become marketing itself. Brands are not making just adverts anymore, they are constantly seeking ways of creating content that engages their target audience over longer periods of time.
Q. How will an event like CMS Asia help grow the content marketing ecosystem?
Tripti: I think events which are so rich in their speaker set and topics covered help drive awareness and raise the right questions in the minds of agencies and brands alike. It gives both parties a chance to also learn from industries outside of marketing, e.g. cinema, which has aced content marketing if you think of it for decades.
Q. How does VML see value in associating with something like this, given VML is not a pure content agency?
Tripti: Content marketing is a large part of what we do. Both creating it and working with distribution partners to help our brands get the best reach out of their content.
Therefore, its valuable to be associated with such a critical part of our business via CMS Asia. Also, we are very selective about the events we associate with. CMS Asia is so focused on content and strives hard to get the best speakers together, it’s a very good platform us to associate with.
Q. What will you share with delegates at this conference?
Tripti: We are going to participate in an industry panel with some of the leading agencies in India. The panel is set to explore whether, we as agencies are primed to meet the content marketing needs of our clients. It will be great to hear views on the same and share our experiences thus far with both global and Indian clients.
Q. What do you see as the biggest challenge faced by clients while trying to explore content marketing for their brands?
Tripti: I think the effort needed to both find stories which will engage the consumers and create the same with stellar production values is underestimated at this point of time. Therefore, the key challenge to identify and solve is how we start looking at content marketing as an ongoing program rather than a one-off, flash in the pan video to be created. The content needs to be thought through, tell a story and provide reasons for the consumers to engage now and again.
“ONLY VIMAL – An iconic fashion brand in India, we won this account in the face of stiff competition from the best of the agencies in India. It was deep understanding of consumers, market and superior creative that saw us win this account.” said Rahul Gupta, MD IBD.
In an interaction with MediAvataar India, Rahul spoke about what sets their agency apart and the campaigns that they are extremely proud of.
Here is the complete Q&A….
MediAvataar: What does IBD as a brand stand for?
Rahul: IBD is an integrated brand development agency, believes in creating rapid brand value through superior creative output.
MediAvataar: What you think you could define as your USP?
Rahul: Our ability to bring fresh perspectives and convert them into outstanding creative
MediAvataar: Please tell us about your most recent account wins.
Rahul: a. ONLY VIMAL – An iconic fashion brand in India, we won this account in the face of stiff competition from the best of the agencies in India. It was deep understanding of consumers, market and superior creative that saw us win this account.
b. Morison’s Baby Dreams: A new age brand in infant care is quality brand that offers infant care accessories. We won this account in a multi-agency pitch, and very soon we will be releasing a new campaign.
c. Panasonic Consumer Electronics: Panasonic is one of the largest product manufacturers in the world, and also owns many patent portfolios. They had recently called for a pitch, and after a long pitch process, it decided to renew its contract with IBD. IBD has a long standing relationship with Panasonic.
MediAvataar: Which campaign of IBD you think has made you really go WOW?
Rahul: a. It is hard to pick one out of many, but our entire work on SYSKA has been outstanding and not just helped SYSKA but also helped create a category of LED lights in India.
b. Our campaign for Only Vimal is also something we take pride in.
c. Lots of work on Panasonic
MediAvataar: How do you look at your competition?
Rahul: Competition always is healthy for us, but we have our own unique strengths that we bring to the table. We don’t focus too much of our energy on competition.
MediAvataar: In your career journey, what has been one of your most a) gratifying experiences so far?
Rahul: Many experiences:
i. Building the brand Panasonic in India
ii. Creating SYSKA brand from scratch and making it India’s best LED lights brand ahead of Philips, Havels and Bajaj etc
MediAvataar: What’s the secret to attracting the best talent and keeping clients happy while balancing the books?
Rahul: a. Have a good working environment which recognizes and rewards talent and good work
b. Guiding the brand along its life cycle, creating and sustaining brand value
India's leading entertainment conglomerate, Zee Entertainment Enterprises Ltd. (ZEEL), has an enviable Hindi Movie cluster in India that includes Zee Cinema, &pictures, Zee Classic, Zee Action, Zee Cinema HD, and &pictures HD with a cumulative reach of 87.51 percent in urban India and 59.17 percent in rural India. (SOURCE: NCCS 4+, Urban HSM, Wk 1-32 2016). To further strengthen the movie cluster in rural markets, ZEE will soon launch its new Free-To- Air Hindi movie channel, ‘Zee Anmol Cinema’ on Doordarshan’s free direct-to-home (DTH) platform DD Direct. Zee Premiere currently beaming on Channel No. 70 will be launched as Zee Anmol Cinema on 1st Septmeber.
Confirming the launch of the new channel, Chief Business Officer, Zee Entertainment Enterprises Ltd., Mr. Sunil Buch said, “The current increasing share of viewership in rural India gives us the scope of further expanding ZEE’s presence in HSM markets. Launching Zee Anmol Cinema also makes for an interesting challenge as the FTA Hindi movie genre already has several strong players in a dynamic and ever-changing environment. We will share more details soon.”
Watch this space for more on Zee Anmol Cinema!
India’s leading premium Hindi movie channel - &Pictures - brings the best of the most beloved martial arts star – Jackie Chan in the on-going festival ‘Chiniwood’ throughout August, every Friday at 8 PM. More than fifty years and a whopping 100 movies under his belt, Jackie Chan has carved a place in the hearts of millions of fans all over the world. Celebrating this renowned actor, &pictures presents ‘Mr. Nice Guy’ in Hindi this week on Friday, 26th August at 8 PM.
This film has Jackie Chan play Chinese chef Jackie who incidentally stumbles upon a TV news reporter Diana and helps her fight gangsters. Diana, has at her disposal a secret video tape of a drug bust gone wrong between The Demons and an Italian street gang. Things get awry when the gangsters start the chase for the video tape before it reaches the police. Miki, Jackie’s girlfriend gets abducted and a series of events compel him and his friend Romeo, a police detective, to chase the gangsters down and ensure that justice is served.
Will Jackie be able to save his girlfriend and put an end to the chase?
Catch ‘Mr. Nice Guy’ in ‘Chiniwood’ on Friday, 26th August at 8 PM only on &pictures
The movie will premiere on 15th August
This Independence Day, get ready to enter a world of fun, masti and entertainment with Discovery Kids’ newest character Sheikh Chilli and his gang of friends in the special movie – Sheikh Chilli and Friendz. Meet the adorable Sheikh Chilli and follow his adventures as he and his friends take you on a ride that is full of laughs and fun.
Sheikh Chilli and Friendz premieres on August 15th at 10 am, only on Discovery Kids.
Based on the popular comic character of Lotpot, the movie is produced by Apsons Entertainment in association with IRealities Intl.
Sheikh Chilli is a simpleton from the town of Jhunjhun Nagar who lives with his mother. He’s a day-dreamer with his heart in the right place, but his actions cause a lot of humour amongst his friends. He is joined in his adventures by Malika, his smart neighbor and classmate, Bulbul the talking donkey who is as silly as Sheikh Chilli himself, Khatkoo the pocket-sized dwarf friend from another planet and Noorie Djinn, a genie who is capable of fulfilling all of Sheikh Chilli’s wishes.
Creating trouble for Sheikh Chilli and Friendz is the evil witch Buri, who is after the magical necklace worn by Noorie Djinn so that she can become all-powerful. The friends encounter various other characters through the course of the movie which results in hilarious situations and many laughs.
Together, this unusual gang of friends is the source of humour for everyone around them. Catch SHEIKH CHILLI AND FRIENDZ, the movie loaded with comedy, action and drama only on Discovery Kids.