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  • In Perspective: It’s all about legacy branding | The Financial Express
    the major decision influencers in India Using celebrities manipulates people into buying because they believe the product has added value Findings reveal that media clutter is the biggest challenge for marketing communications practitioners nowadays leading to the use of a celebrity endorsement strategy to overcome this challenge Hence for this category of audiences the mere presence of a celebrity means a lot For a celebrity endorsement campaign to bring about desirable results a word of caution it must support a good idea and there must be congruency between the celebrities and brands By Sanjay Shukla The author is COO Percept One First Published on January 19 2016 12 34 am Please Wait while comments are loading Calculators Tax Calculator House Loan Calculator Financial Planner Inflation Planner Pension Calculator Employee PF Calculator Equity Screener Auto Loan Retirement Plan Savings Investment Guidance Videos BMW 7 series Merc S600 showcased at Auto Expo 2016 Auto Expo 2016 Maruti Suzuki Ignis Baleno RS unveiled Auto Expo 2016 Toyota Innova Crysta MPV makes its India debut Auto Expo 2016 New Hyundai Tucson SUV revealed Galleries IPL 9 auction Market Capitalisation Employment index Vegetable oil import BSE Sensex more PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 New Mahindra cars at the Delhi Auto Expo 2016 In the news PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 India s biotech moment A made in India Zika virus vaccine Sanam Teri Kasam collections at Rs 1 25 cr Valentine s Day booster shot missing New Mahindra cars at the Delhi Auto Expo 2016 From Real Madrid to

    Original URL path: http://www.financialexpress.com/article/industry/companies/in-perspective-its-all-about-legacy-branding/197674/ (2016-02-08)
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  • Ad-dendum by Mukul Shrivastava: Is your brand out-of-home? | The Financial Express
    the entity being roped in These gaps can lead to cases of irregularities such as bribery corruption kickbacks and illegal payments To curb the menace of corruption in the industry some states in India have stopped giving fresh permits for outdoor advertising This has resulted in an increase in the number of illegal hoardings and billboards and the state thereby ends up receiving lower revenue Such actions only result in a loss of opportunity for both the state and the industry Learning lessons from the global landscape Globally the outdoor advertising space has also fallen prey to the dubious activities witnessed by brands In an effort to mitigate the growing risk of corruption and illegal advertising there have been several measures undertaken to arrest such instances In South Africa the city of Johannesburg has made outdoor advertising rules more stringent with a view to prevent loss of revenue which has occurred due to illegal outdoor advertising They have initiated criminal charges against the owners of the premises the advertising agency the advertised company and key individuals for instances of illegal advertising They have classified this modus as building hijacking In the US California has begun responding to complaints of illegal outdoor displays by designing a law to track down illegal advertisers These include those who potentially evade obtaining licenses or paying rent to premise owners or the authorities to reach out to the general public The state subsequently imposes additional penalties The path ahead In India outdoor advertising has been seeing an interesting run with some of the best displays of creativity With the next wave of growth set to come from digital it is expected to scale up significantly in its new avatar From a business perspective though this sector needs to be more regulated as it has many opportunities waiting to be explored In 2014 the Punjab cabinet approved the Punjab Municipal Outdoor Advertisement Policy 2012 to ensure that outdoor advertisements do not create any traffic problems The policy also tried to ensure more transparency in the auction of spaces pertaining to outdoor advertisements In the national capital the Delhi High Court has directed municipal authorities of the state to remove illegal structures that display political and commercial advertisements The court said that it was a violation of the state s outdoor policy In 2015 the Delhi Municipal Corporation introduced the Outdoor Advertising policy of 2015 with the aim to boost revenue and curb the losses borne by the state s civic agencies that amounted to over Rs 100 crore This was all a result of illegal advertising While these changes are taking place sporadically there needs to be a more holistic approach for ethical conduct to echo through the outdoor advertising industry The author is partner fraud investigation dispute services EY First Published on January 19 2016 12 28 am Please Wait while comments are loading Calculators Tax Calculator House Loan Calculator Financial Planner Inflation Planner Pension Calculator Employee PF Calculator Equity Screener Auto Loan Retirement Plan

    Original URL path: http://www.financialexpress.com/article/industry/companies/ad-dendum-by-mukul-shrivastava-is-your-brand-out-of-home/197669/ (2016-02-08)
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  • Face Off: ‘On digital, count on younger demographic’ | The Financial Express
    be a crime thriller a sci fi drama or a downright comedy and we are embracing all of these We have already commissioned around five six series across genres and are also releasing India s first digital only reality series which is as much a social experiment as a reality show We are also making documentaries with The Indian Express Group merging with the investigation skills and access that the group has We have three documentaries already underway We are also looking at podcasts This leaves us with text and other art forms where we will try and entertain as much as we can and leave one with an arré moment We may have a story to tell in seven minutes or 40 minutes But we will ensure that the 40 minute story is also available in seven minute blocks for low bandwidth customers The opportunity of non linear and digital scheduling is immense We are clear that we have to be very youthful and are looking at the 18 30 segment in the top 40 markets Screwvala The unfolding of content will be at a rapid pace and we have a schedule We don t want to be predictable about the intervals at which we bring in new content but we also don t want to be so unpredictable that people feel it s just a one off Q Is the business model still a challenge in the digital space Screwvala If there was a successful business model there would be 400 people already in the space The next three four years will be spent creating the business model Having said that there is an advertising model in place so it s not all that alien The big challenge will be what next Saikumar We have stitched up four five partnerships across categories We hope to triple this number before the launch Later we will move on to performance based advertising and will keep an eye on some form of customer transaction revenues as well Q With several media companies now launching their digital offshoots do you think everyone is just jumping onto the bandwagon Screwvala I think there are some great people who have started these platforms only with a content DNA They wanted to do something were quite liberal about the thought process and then experimented and that s how you have companies like a TVF and AIB The commercials have not been their first constraint There were some companies which also tried but couldn t sustain this The second part of the ecosystem is the MCN multi channel networks and that I feel is a jugaad Indian model where you want to do everything Then you have the conventional media companies and some regional language players and they will look at it as an extension of their business Then you have the global players like Amazon and Netflix I think they will have their own lessons to learn of trying to get a foreign footprint into

    Original URL path: http://www.financialexpress.com/article/industry/companies/face-off-on-digital-count-on-younger-demographic/197668/ (2016-02-08)
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  • After Hours: I track nearly 1,400 metrics a day, says Sandeep Aggarwal | The Financial Express
    on Sunday I like to invite some friends over on Saturday night or we go out somewhere On Sunday I have a relaxed breakfast with my family and then I spend some time with my two sons In the evenings I like to watch a movie with my wife and kids 4 The toys I cannot do without my iPhone 6 Plus iPad mini MacBook Air and the Bose SoundLink Mini These are the gadgets that I carry everywhere with me 5 The logos I primarily wear denims colour T shirts and casual shoes My favorite jeans brands are Diesel and Lucky For T shirts I like Diesel Penguin Hugo Boss and Cole Haan I am also fond of colognes and my favourite brands are Aqua Geo and Burberry Sandeep Aggarwal is founder and CEO Droom First Published on January 19 2016 12 23 am Please Wait while comments are loading Calculators Tax Calculator House Loan Calculator Financial Planner Inflation Planner Pension Calculator Employee PF Calculator Equity Screener Auto Loan Retirement Plan Savings Investment Guidance Videos BMW 7 series Merc S600 showcased at Auto Expo 2016 Auto Expo 2016 Maruti Suzuki Ignis Baleno RS unveiled Auto Expo 2016 Toyota Innova Crysta MPV makes its India debut Auto Expo 2016 New Hyundai Tucson SUV revealed Galleries IPL 9 auction Market Capitalisation Employment index Vegetable oil import BSE Sensex more PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 New Mahindra cars at the Delhi Auto Expo 2016 In the news PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 India s biotech moment

    Original URL path: http://www.financialexpress.com/article/industry/companies/after-hours-i-track-nearly-1400-metrics-a-day-says-sandeep-aggarwal/197657/ (2016-02-08)
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  • Generating conversations | The Financial Express
    s opinion and choices matter Soon we saw other categories especially new age clothing brands launching campaigns talking about the change BIBA a homegrown ethnic wear brand has joined the bandwagon with its latest Change is Beautiful digital campaign The film addresses issues of the typical arranged marriage setup wherein a bride is the one who is usually tested on her household capabilities Keeping this in mind the two minute long video currently airing on digital media shows the father of the bride demanding that the groom to be should also learn to cook in order to take good care of his daughter thus challenging patriarchal society norms Says Siddharth Bindra MD BIBA We are a woman s brand and want to talk about issues related to her And since digital is a powerful medium as well as a cost effective way to tell longer stories we opted to tell our story on it Having said that the advertisement also features a dusky woman as the protagonist played by south Indian actress Regina Cassandra Killing two birds with one stone Though the digital campaign has gone viral more than 14 million views it fails to answer some basic questions For instance how are things going to change if the would be husband knows how to cook or not Does it suggest that while the wife works which hasn t been shown anywhere in the film the husband will stay at home and cook Perhaps it is now fair to say that equality and empowerment cannot be justified simply by a role reversal exercise Also the campaign is a tad too late Brands like Tanishq Shaadi com and Havells have already created successful campaigns on the same topic Nonetheless the story flows well and the campaign has been able to capture attention meghna0101 Meghna Sharma expressindia com First Published on January 19 2016 12 20 am Please Wait while comments are loading Calculators Tax Calculator House Loan Calculator Financial Planner Inflation Planner Pension Calculator Employee PF Calculator Equity Screener Auto Loan Retirement Plan Savings Investment Guidance Videos BMW 7 series Merc S600 showcased at Auto Expo 2016 Auto Expo 2016 Maruti Suzuki Ignis Baleno RS unveiled Auto Expo 2016 Toyota Innova Crysta MPV makes its India debut Auto Expo 2016 New Hyundai Tucson SUV revealed Galleries IPL 9 auction Market Capitalisation Employment index Vegetable oil import BSE Sensex more PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 New Mahindra cars at the Delhi Auto Expo 2016 In the news PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 India s biotech moment A made in India Zika virus vaccine Sanam Teri Kasam collections at Rs 1 25 cr Valentine s Day booster shot missing New Mahindra cars at the Delhi Auto Expo

    Original URL path: http://www.financialexpress.com/article/industry/companies/generating-conversations/197663/ (2016-02-08)
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  • No more kidding around | The Financial Express
    towards a more specialised type of content This has also paved the way for new entrants like edutainment channel Da Vinci Learning an HD version with Nick HD and the superhero channel Toonami According to Mohit Anand MD Da Vinci Media India the genre is plagued with similar content therefore the need for a learning oriented channel for children between the age of six and 12 But there are planners like Harsha Joshi EVP group trading Dentsu Aegis Network who feel that characters continue to drive viewership So even though the number of channels is increasing it will not increase viewership and will thus eat into the pie Barring the top four channels others don t have great numbers so they don t fit into most media plans Joshi says There is a secondary audience in the form of mothers but costs have gone up so CPRP wise it is not sensible Plus activations further eat into the budget Pester power increases India has over 370 million children under the age of 14 one of the most valued target segments for advertisers today However the challenge is in terms of advertising monies The kids genre is the third largest in viewership with a share of 8 on a 4 basis but is still under indexed in the ad pie with around 2 But with pester power increasing more advertisers are slowly coming on board and thus improving the ad sentiment Turner International India VP head of ad sales South Asia Juhi Ravindranath notes There are 300 clients in the genre now and the number of brands coming in is very encouraging But advertisers are not yet unlocking the true value of the genre and it will take a while for more brands to come into the fold and our position to command a fair share of rate will increase Most broadcasters now have a ratio of around 55 45 when it comes to non traditional and traditional advertisers Madison Media COO Shekhar Banerjee believes that while non traditional advertisers do come on board a handful of them leverage pester power Since the reach of the kids genre in their core kids TG saturates early as children sleep by 7 8 pm in most places advertisers tend to use other genres for incremental reach It is imperative for them to address this leakage from their traditional set of clients by focusing on building the reach of the genre he says Among the new categories into the fold are auto e commerce and consumer durables Approximately 10 12 of budgets by planners are now being allocated to the kids genre Marketing muscle Broadcasters have been working on innovative brand engagement initiatives to reach out to the consumer While Pogo had Bheem interact with Coco from Kellogg s for four episodes Cartoon Network and Perfetti s Alpenliebe Juzt Jelly will join hands for the upcoming telefilm Kris Ka Scooba Dooba Ajooba Nick with its popular characters has ventured into commercials including a Colgate

    Original URL path: http://www.financialexpress.com/article/industry/companies/no-more-kidding-around/192364/ (2016-02-08)
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  • In perspective: No child’s play | The Financial Express
    this day remains by and large a single TV household where the entire family sits down together to view a single show So a substantial percentage of women watch shows on kids channels along with their children Therefore advertising several children or infant care products and also FMCG products which have nothing to do with kids per se are aired on these channels Thus it is a fallacy to consider that the general entertainment channels for kids are losing their previous charisma A little research on the demographics of viewership and child psychology could show that it will be a blooming area for investors and advertisers By Navin Khemka The author is managing partner Maxus First Published on January 12 2016 12 10 am Please Wait while comments are loading Calculators Tax Calculator House Loan Calculator Financial Planner Inflation Planner Pension Calculator Employee PF Calculator Equity Screener Auto Loan Retirement Plan Savings Investment Guidance Videos BMW 7 series Merc S600 showcased at Auto Expo 2016 Auto Expo 2016 Maruti Suzuki Ignis Baleno RS unveiled Auto Expo 2016 Toyota Innova Crysta MPV makes its India debut Auto Expo 2016 New Hyundai Tucson SUV revealed Galleries IPL 9 auction Market Capitalisation Employment index Vegetable oil import BSE Sensex more PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 New Mahindra cars at the Delhi Auto Expo 2016 In the news PM Narendra Modi inaugurates Paradeep oil refinery Top 10 takeaways Sunny Deol starrer Ghayal Once Again box office collections soar to Rs 14 85 cr by day 2 India s biotech moment A made in India Zika virus vaccine Sanam Teri Kasam collections at Rs 1 25 cr Valentine s Day booster shot

    Original URL path: http://www.financialexpress.com/article/industry/companies/in-perspective-no-childs-play/192362/ (2016-02-08)
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  • Ad-dendum by Milind Pathak: Mobiles are now a useful business tool for brands | The Financial Express
    used a mobile device when making a purchase These are huge numbers when it comes to seeing the pre purchase and purchase intent of today s Indian consumer It s not surprising that brands are spending millions to create the perfect mobile platform for their business If you will notice in a showroom many people are looking at prices online of the clothes they are trying in the retail store They check if it s cheaper online they will try what fits best and order that size online at better prices This concept is known as showrooming and many businesses have now launched apps keeping this consumer behaviour in mind With the help of Augmented Reality AR mobile has created a handy showroom for everyone For instance the Ikea app lets you see how a table looks in your room via the AR app or in a more Indian scenario the Lakme Makeup Pro app uses your camera as a mirror and shows you how a lip colour looks on you No need to go to the retail shop to try out what you want a mobile app can now do it for you Nowadays people don t watch their TV with full concentration they are always fiddling with their phones either instant messaging reading emails or on social media Capturing this insight into technology are Audio Beacons You see an ad on TV and you will be pushed a similar communication of the same brand on your mobile phone Why do you think this will work The fact that a TV ad won t lead you to a store to buy what you see but a mobile video ad can Moreover mobile will help you create identical audiences online similar to the ones you have targeted and expand your reach without putting in an extra penny on a TV ad Another example of mobile technology for business is NFC Near Field Communication It s an in built feature of a mobile phone which can read short distance radio signals They are mostly used as an integrated medium with outdoor advertising The business turn here is when a consumer is in the vicinity of your outdoor ad that is NFC enabled You can push meal coupons sales information location coordinates advertising and more to a consumer s mobile phone This is direct impact and since the communication is saved in their handsets they can retrieve and use as per their need The mobile is a genie for marketers you rub it and you will get whatever you want Consumer engagement analytics traffic foot fall views ROI leads sales you name it mobile is capable of doing it What you need is the right expertise and to experiment with mobile innovations Now is the right time for your business to go mobile most The author is COO Madhouse South Asia First Published on January 12 2016 12 09 am Please Wait while comments are loading Calculators Tax Calculator House Loan Calculator

    Original URL path: http://www.financialexpress.com/article/industry/companies/ad-dendum-by-milind-pathak-mobiles-are-now-a-useful-business-tool-for-brands/192357/ (2016-02-08)
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