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IMPACT
TURNS THREE.
THE INDUSTRY LOOKS THREE YEARS AHEAD. |
Team Impact
It's been an eventful journey, to say the least.
It's
just another milestone on an endless highway, and it's something
a lot of people before us have gone past. But we'd still like
to celebrate our crossing it.
We're
actually too busy celebrating our birthday this week to make
the Voice of Impact heard. But thankfully, there's a whole
lot of leaders from the industry who have been happy to lend
perspectives on things that will impact the industry in the
short term, i.e. in the next three years. Being industry practitioners
and leaders, their perspectives would lend more depth and
width to such a quest for knowing the future.
According
to the practitioners of media, advertising and marketing,
the maximum impact - across the board - would be from the
emerging retail scenario, the evolving digital environment
and the changing consumer herself. You can read more of that
inside; as also perspectives on some more things that will
impact the way we live and work; and consume life and its
many wonders.
We're
left with nothing to say here after reading all the pieces
that have come in, and have been reproduced inside, for fear
of accusations of plagiarism.
So what else do we say?
Thank
You, dear contributors and readers, for keeping us going for
over three years now. A special 'Thank You' is due to all
our past colleagues; and that includes the three former editorial
heads of impact.
Here,
we present to you all the guest articles from the impact
third anniversary special.
Feast
on...
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Advertising
2010 - The three big impact makers
By Srinivasan K Swamy
President - AAAI; CMD, R K SWAMY
BBDO "Futurologist
prediction invariably falters because of disruptive aspects
that steer the business in directions unknown. If we assume
that the future of advertising can be projected by and
large
from the view of the past, we could be in for a surprise.
There are voices heard in the industry as to who should
pay
for the agency’s services. The old full-service model
was that the media paid it by way of commissions. Media
is
increasingly having a view that agency should be compensated
by advertisers." View
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The
three things that will make an impact on Retail, on the road
to 2010
By Kishore Biyani
CEO, Future Group "The
convergence of these three catalysts – media, brands
and consumer credit – within a retail store can bring
about a paradigm shift in modern retailing. As new entrants
get into retail, the agenda for the next phase of retailing
has already been set – it is no longer about buying
and selling, the challenge is to catalyze consumption that
will lead to economic growth." View
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Three
things that will make an impact on Marketing in India, on
the road to 2010
By Lloyd Mathias
Director – Marketing, Motorola India
"Welcome
to a world where choices will be made and decisions will be
voiced by a click of a thumb. And yes, let me admit, that
even sitting today, us marketers are running short of ideas
to grapple with this fast emerging consumer. New things are
being thrown up at us and there is very little time between
introduction - acceptance - and rejection. And we got to be
on top of these challenges sitting today - because 2010 is
not too far away." View
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Choice,
Returns and Governance
By Sunil Lulla
CEO, Times Global Broadcasting
"The
future of the News industry will equally be shaped by the
nature of Governance which moulds the Industry. One should
not take this freedom for granted, as it’s constantly
being challenged by definition and stipulation in various
forms of governance and codes. Definitions of ‘what
is’ and ‘what is not’ combined with economic
terms of ‘interest’ and controlling interest’
are being conceived with consistent force to find ways to
‘regulate’. Is the basic essence of right to know,
not our fundamental right?" View
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3Ms
of Advertising 2010
By M G Parameshwaran
Executive Director, CEO - Mumbai, FCB Ulka Advertising
"Ad
agencies are seeing an increasing rate of attrition in their
ranks. And many of them are fighting back by arbitrarily increasing
pay scales, giving titles where none are warranted, and making
promises difficult to fulfill. As the Naukri.com commercial
points out, people work for people; not just for money and
title. There has to be a better, organized way of attracting
and retaining talent. The industry bodies like AAAI need to
do their work, by building pride in the profession. And individual
agencies have to get their HR policies in place." View
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Three
things that will have an impact on Marketing, on the road
to 2010
By Ravi Kiran
CEO – South Asia, Starcom
"Naturally,
advocacy will neither restrict itself either to individual
experiences, nor, when it comes to being sensitive to the
world around us, will it restrict to a minority group we call
activists. Every consumer will potentially be an activist
and the only thing they might forget is the age-old advice:
forgive and forget. Consumer Advocacy will raise serious concerns
about business in general and marketing in particular and
‘ethics in business’ will no longer be a seminar
topic alone." View
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The three things that will impact
the Business of Broadcasting, on the road to 2010
By Simon Twiston Davies
CEO, CASBAA
"Finally,
whether delivered by cable, satellite, IP and mobile, the
power of pay-TV continues to gather peace in the region with
over of a quarter of billion of homes now choosing a pay-TV
option. In an age of constant technological change and increasing
choice for both consumer and marketers, pay-TV remains the
one medium that moves from strength to strength. With 255
million households now choosing pay-TV, the Asia Pacific region
has seen household penetration reach 37% of all TV homes,
of which China and India account for over 80% of this figure."
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‘Where
else will creative people have so much flexibility and fun?’
By Apurva Purohit
CEO, Radio City
"To
build stature for the medium is a critical task that lies
in front of all of us. It is important that each station owner
not only sell his brand but also sell the power of the medium
to marketers and advertisers. Radio has demonstrated its efficacy
in getting some of the highest response rates to promotions
- it has a huge personal connect with consumers and immense
power to build brands. However, all information on this is
anecdotal at best. There is poor measurement and even poorer
marketing of the power of radio." View
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Inclusive
Reportage, Straddling Local with Global Content and Strengthening
the Core while Constantly Staying Relevant
By Hemant Sachdev
Director – Marketing and Communications, Bharti Enterprises
"Television
is increasingly becoming a more democratic medium. A new form
of ‘Inclusive Reportage’ is expected to manifest
itself (participation of viewers in the creation of news in
a limited way, is underway). This trend could pick up in the
coming years and may even move somewhat closer to the Korean
online news channel Ohmynews.com model that employs approximately
fifty thousand ‘citizen journalists’ who submit
news stories as they experience them." View
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All are in the line of fire - and
no choices
By Gopinath Menon
Senior Vice President – Media, TBWA India
"All
newsreaders do give in their bit of what they think is right
and this degrades the equity of the channel with the serious
viewer and he does not stick anymore. The exit polls are a
classical example of a channel demonstrating how they have
the pulse of the people. Has a channel ever gone on record
to say how wrong they were in their predictions? How many
channels will screen the footage of how they predicted the
Indian Cricket team would fare in the world cup?"
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‘We are losing out on the
DNA of News’
By Rajdeep Sardesai
Editor-in-chief, CNN IBN
"A
television channel needs to be a thali. You have rice and
roti and dhal and sabzi and then you have achaar. You need
that thali to have a wholesome meal. If achaar becomes the
main course, there’s a problem somewhere. In a copycat
syndrome, will achaar become the main course is a fear. Will
dal, roti and rice lose out? That is the real fear looking
ahead." View
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Future Perfect
By Rajat Sharma
Chairman and Editor-in-Chief, India TV
"News
television will have to demonstrate how it is actually a service
to me, the viewer-who-is-paying, either by way of subscription
or even by way of my time. The I-me-myself consumers will
shut out what’s irrelevant. Loyalty will be history.
A dissatisfied viewer may never give “his” news
channel a second chance. In a word, every viewer (and advertiser)
will constantly ask, “What’s in it for me?”
Television news channels have to answer that - every second
and on every screen." View
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Television,
Evolution and Sportainment
By Kris Srikkant
Former Indian Cricketer, Television Commentator
"Cricket
has evolved to be a Sport-ainment. From the way it is presented
to the audience that follows the game, a lot has changed
and is changing as we speak. We have seen that even among
the ladies, the interest levels in the game have gone up
a great deal. Again, this has a lot to do with the Television
revolution and the way the game has changed. Today it’s
no longer enough if you give the results of the game. The
viewer and cricket fan wants analysis, wants it to be presented
entertainingly and insightfully. That will continue to be
the trend on the road ahead."
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Three things that will make
an impact on Retail industry, on road to 2010
By Santosh Desai
CEO, Future Brands
"The
biggest impact is on brands or rather on institutional orthodoxies
masquerading as brands. Today there are a host of pseudo-brands
that survive on the strength of distribution and history.
They are present in more places and spend more money on
advertising and promotion - so that they continue to be
bought in spite of a low consumer connect. Retail levels
the playing field and exposes those brands that do not have
a truly powerful and real connection with consumers. Earlier,
we bought goods out of very dodgy places and looked for
brands for some re-assurance. Tomorrow as everyone gets
to buy things out of reassuringly comfortable spaces, brands
will no longer be able to ride on their risk-reducing capabilities
alone." View
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The
Next Big Idea
By Sameer Suneja
Head-Marketing, Perfetti Van Melle India
"Marketers
will have to come up with more ‘frees’ faster
and before anyone else. As the world becomes increasingly
aware of what goes into products and becomes acutely conscious
of the efforts thereof, marketers will increasingly have to
come up with propositions that will be different from what
we see presently. The fact that McDonalds abroad today serves
wholesome wheat bread, healthy salads, grilled chicken and
offers bottled milk in Happy Meals may have seemed bizarre
just three years ago. And yet this it is this strategy that
is critical not just fro robust growth but possibly for their
very survival in the years to come." View
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On
the road to 2010…
By Murugavel Janakiraman
Chairman, Bharat Matrimony Group
President, IAMAI
"The
third growth-driving step would be train and promote upcoming
entrepreneurs in the online space. IAMAI (Internet and Mobile
Association of India) should assume the role of a mentor and
provide intellectual support for the young talent and promote
their ideas. National conferences and workshops can be conducted
to attract sufficient funds from international investors for
good projects." View
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The
three things that will impact the ‘World Wide
Web’,
on the road to 2010
By George Zacharias
Managing Director, Yahoo! India
"The
era of devices talking to one another, not merely to access
Internet, is now visible on the horizon. With user-friendly
devices, consumers are bound to multi-task and yet retain
a common flavour, especially with several devices getting
connected seamlessly. For instance, your favourite song
being played inside your car radio can seamlessly shift
to your MPS player when you get out of the car. When you
enter your room, your music system takes over and continues
with the song. Perhaps, it could even show a video by activating
your DVD player, seamlessly. Consumers are getting ‘device
agonistic’ and hence content generation and the ability
of any form of content to converge seamlessly with any device
will remain crucial." View
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The
evolution is the impact
By Josy Paul
National Creative Director, JWT India
"The
web is teaching the traditional media to start a dialogue.
It’s about throwing the brand open for discussion.
This two-way interaction creates huge user-generated content,
which brings the brand even closer to its audience. The
brand is no longer owned by the manufacturer, but by the
consumer. There is no control, just the security of brand
beliefs. Dove is not the only one. Look at another Unilever
brand – ‘Sunsilk Gang of Girls’. By throwing
open the brand open for discussion. This two-way interaction
creates huge user generated content, which brings the brand
even closer to its audience. The brand is no longer owned
by the manufacturer, but by the consumer. There is no control,
just the security of brand beliefs."
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The
three things that will make an impact on Advertising Creative
in India, on the road to 2010
By Pratap Suthan
National Creative Director, Grey Worldwide
"Experience
and creativity do not come cheap, and to have some of the
best people working for you, one needs to compensate better.
Keeping the current fee-based remuneration in context, this
is the critical area where agencies will see their selves
in trouble. Not to mention that experienced talent is, even
as we speak, barely enough to keep current businesses happy."
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'Cinema
has to understand its audience before the audience understands
it'
By Buddhadeb Dasgupta
Filmmaker
"Today
films are decorated with so many promotional activities
that they seldom go unnoticed. But all that jazz is fine
as long as film talks to the people and is appreciated because
of its essence and making. Technology should always walk
beside the film not ahead, as that would then take away
the power and thrill of building a dream." View
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It’s
all about impact, turning three…
By Meera Sharath Chandra
National Creative Director, Mudra Marketing Services
"In
an age where consumers are hit by a barrage of messages
that shout out from the daily newsprint or rudely intrude
upon the most tear-jerking TV moments, surely there must
be a smarter way…to prove a brand’s relevance
to daily lives, a brand’s originality in its dialogue
and a brand’s impact on its users? ROI is a classic
credo that underscores the absolute need for all three aspects
of consumer delight firing at the same time. It is this
belief that forms the very basis of touchpoint marketing.
The entire media plural thinking stems from this three-way
formula of communication efficiency." View
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Three
things that will make an impact on Social Marketing in India,
on the road to 2010
By Ingrid Srinath
CEO, Child Rights and You (CRY)
"The
new technologies, new media, global connectivity and log-tail
marketing approaches permit smaller interest groups and
faraway causes to find their niche wherever they may be
located. Clearly, every form of technology can and will
be harnessed to social ends. Social marketers, from religious
groups to politicians, in increasing numbers, are harnessing
mobile phones, e-mail, direct selling agencies, blogs, flash
mobs, widgets, social networks and interactive messaging.
Those of us with access to media, traditional, and non-traditional,
and networks, on and offline, can already have our say on
any issue we feel strongly about, equally clearly, though,
the added clamour isn’t adding to our cumulative knowledge,
compassion or cohesion as a society. Quite the contrary.
The proliferation of social messaging seems instead to increase
our confusion, our skepticism and our divisions." View
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Brand
Engagement: The New Mantra
By Lakshmi Narayanan
CEO, Mudra Marketing Services
"Except
for critical, time-sensitive news, most consumers are happy
with content being made available at their convenience and
preferably advertising free! There is also increasing credibility
associated with another user’s opinion and experience
than the marketer’s sales message. This, of course,
can work both ways. As all of us know, an unhappy consumer
shares his dissatisfaction seven to eight times more than
a satisfied customer. Even in Media Content, consumers are
resorting to reviewing as much as viewing. Indeed, more
and more media owners are actively encouraging their customers
to comment rather than consume." View
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Three
Forces needed to create a vibrant M&E Ecosystem
By CVL Srinivas
Media Consultant
"As
the Indian M&E sector marches forward, the forces of
Entrepreneurship, Indigenization and Collaboration will
play a much greater role. These forces are inter-twined
and we are already seeing them around us. None of these
need to be the alien forces that only a few specialists
can bring in. on the contrary, these forces can be generated
by the existing stakeholders. When we start looking at our
industry as one big Ecosystem, anything seems possible!"
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‘Radio
today is certainly moving in the right direction’
By Anil Srivasta
COO, Radio Today (Radio Meow)
"Going
forward, FM Radio in India will need to market themselves
as a commodity product for ‘Brand Hygiene’ and
Tactical Activation, using differentiators; to offer brands
a 360 experience, delivering the desired TA to a brand.
We need to educate media planners on the ‘incomplete’
factor that will surround their proposed plan without radio.
This means the client who was until now deprived of an entire
360 approach will have radio bombarding them with value
proposition of a full 360 approach." View
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The
three things that will make an impact on Regional Newspapers,
on the road to 2010
By Shailesh Gupta
Director, Jagran Prakashan
"The
key drivers for regional newspapers in the future are –
creation of better products, wider distribution, localization
of content, different products for different segments of
audiences, aggressive marketing, rising income and literacy
levels, better revenue growth, etc. from a revenue perspective,
it will be about providing wider geographical coverage,
about aggregating audiences, about better solutions, about
partnering with advertisers, about consumer connect. With
increasing massification of premium product categories,
we’re already witnessing a shift in marketing spend
skews across town classes – and all of these are just
some of the factors that will drive growth in Regional newspapers."
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Ode
to the average man
By Mahesh Chauhan
President, Rediffusion DYR
"We
need to make this industry attractive once again. And by
just going to best colleges, hiring young talent at fat
salaries, this will not happen. My belief is that people
will come in and go away in a year’s time. Don’t
get me wrong, they have the capability; they just don’t
need to fight someone else’s battle. The fact is that
that as an industry we do not offer enough intellectual
gratification to our employees. That’s the job of
industry leadership. The young talent can only add to the
ammunition."
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Indian
Advertising: The revolution is when change ceases
By Nagesh Manay
Strategy Planning, Opus CDM
"All
said and done, advertising is not about products, brands
or services, but people. People as normal people with normal
mindsets, not as consumers. The distinction between the
two is swiftly coming to an end. Everything about what we
do, dream and believe has become saturated with messages
from advertisers. So much so that we can often relate only
brand names and subconscious flashes of advertising messages
to many everyday things. Does it lead to successful sales
and brand loyalty? Ask around and we’ll see that the
whole thing has to be done again and again." View
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Indian
Media: Local Challenges and Global Opportunities
By Barun Das
Vice-President, MCCS (STAR News)
"The
biggest challenge looming over the Indian media players
(media owners) is the reluctance of Indian consumers to
pay for media consumption. The net proceed from cover price
for most newspapers and magazines in our country is the
significantly lower than the Variable Manufacturing Cost
for each copy produced (this may not be applicable for regional
language publications). The perceived subscription price
(net of the perceived value of free gifts that are mostly
on offer with subscription) of almost all English magazines
in India is even more subsidized on the cover price. The
ARPU for C&S or DTH in India is as low as about 15 to
20 per cent of that in a country like Malaysia. A significant
adverse effect of this is the undue high pressure on advertising
revenue."
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2010
– Webspotting
By Dinesh Wadhwan
CEO, Indiatimes
"Integration
will be cleaner and more intelligent. Different applications
will dovetail more often. Cell phones will become the primary
via-media – say, a first choice for an interface that
would lead to different applications. Integration will not
be limited to only devices and applications – organizations
and their offerings will be forced into ‘intelligent’
and ‘convenient’ integration, with complimentary
and may be even competing spaces." View
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Out
of the Lockers and Into the Limelight!
By Mehul Choksi
Chairman and MD, Gitanjali Group
"A
study by McKinsey and Co believes that by 2010, branded
jewellery, which was unheard of in India a little over a
decade ago, will have clocked a growth rate of 40 per cent
and to be a Rs 10,000 crore business. A shift in preference
from plain gold to diamonds, especially among the young
urban middle class, is now being clearly witnessed; and
this trend is expected to grow significantly in next three
years." View
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The
three things that will make an impact on Radio, on the road
to 2010
By Abraham Thomas
COO, RED FM
"Radio
will move from a passive, background medium to an active,
interactive and visible medium. And the audience, not the
techies, will ultimately decide which technology gets adopted.
Radio will need t stay close to its heavy users to see what
other platforms they are gravitating to and work out how
to plug in radio or more correctly the delivery of audio
possibly supported by visual content." View
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The
three things that will make an impact on Media Planning and
Buying, on the road to 2010
By Sharat Jain
CEO, Dentsu Media
"Although technology has made online trading possible,
changing mindsets is imperative to ensure a smooth transition
to trading media online. Like banking, media buying is a
relationship-based industry. Just as ATMs, though initially
restricted by customers, have revolutionized the banking
industry, online trading of media will alter the face of
this industry."
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The
three things that will make an impact in a Converging Media
Universe, on the road to 2010
By Sanjay Trehan
CEO, NDTV Convergence
"As
the cross-media content involves more than one platform,
one of the challenges for the media organizations is to
convert and optimize the content for these platforms. The
rise of cross-media content in the market has transformed
the media organizations from just content providers to multimedia
content providers."
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Brand
Strategy: A new paradigm for Asian boardrooms
By Martin Roll
CEO, VentureRepublic Singapore
"Most
Asian firms, however, still view branding as advertising
or logo design. If firms are to benefit from branding, they
must recognize that it impacts the entire business –
the structure, goals, attitude and the very outlook of those
in the boardroom. Managers will need to see branding not
as an appendage to the ongoing business, but rather as an
infusion which seeps through the very spirit of the organization,
as a healthy return on investment (ROI)." View
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Three
things that will impact Marketing in India
By Dr Jagdish Sheth
Charles H Kellstadt Professor of Marketing, Emroy University,
USA
"The
growth of organized retailing will shift power to retailers
and away from the producers. Universal access to the Internet
will enable marketers to offer highly personalized one-to-one
marketing as well as transform consumer to also become marketers.
Finally, the emergence of the new middle class symbolized
by the call centre couple with vastly different lifestyle,
aspirations and expectation and stresses and strains of
managing dual income career oriented family will require
reengineering of existing marketing practice for each of
the 4Ps of marketing."
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The
Young and the Restless – The three big things that will
impact the M&E sector by 2010
By Farokh Balsara
National Industry Leader, Media & Entertainment Practice,
Ernst & Young
"The
penetration of mobile phones is creating new avenues is
creating new avenues for monetizing Indian content. by 2010,
more than 400 million Indians, on the move, would want some
news or entertainment on their mobile phones. It has already
created a huge market for value-added-services through ringtones,
caller ringbacks, song downloads, et al. now think of what
3G could do to this – it could add among other things
mobile Tv nd high resolution gaming to it. Add broadband
penetration, which is finally, showing signs of moving faster,
and the word ‘convergence’ finally begins to
have some meaning, by 2010."
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Social
Networking in India by 2010
By Kavita Iyer & Nikhil Kulkarni
Miglebox.com
"The
current lot of Internet users in India has a sound knowledge
of English, but the next surge in users in the Internet
space will be fuelled by regional language usage. Regional
language usage will not be restricted to consumption of
regional language content alone and it will involve users
interacting in regional languages."
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The
three things that will impact Broadcasting and Broadcasting
technology, on the road to 2010
By Sanjay Salil
Managing Director, Mediaguru Consultants
"Content
will also change in presentation and format. The good story
will continue to sell but the formats shall alter. We will
be looking at smaller duration shows, two and three minute
programmes. Like mobisodes and innovative programming. A
result of both, the busyness of modern urban lifestyle and
the technology demand of multiple carrier platforms, like
mobile television and modern web versions like Web 2.0.
the audiences shall demand and media business shall have
to give in."
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The
three things that will make an impact on Auto marketing,
on
road to 2010
By Anisha Motwani
Director Marketing, General Motors
"One
important change we are likely to see is in the sphere of
retailing. Currently, automotive retailing is given little
attention by manufacturers as it is viewed as adjunct to
the core business of engineering and manufacturing vehicles.
To meet the rising consumer demand for flexibility and convenience,
marketers will increase the number of channels and customer
touch points. Further, the emergence of new formats such
as ‘Auto Superstores’ and ‘Auto malls’
will alter the way the business functions. We would also
witness the transformation of stores from pure retail environments
of stores to brand building environments. And so, marketing
would have to evolve to meet the challenges of the changing
retail landscape as well."
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Fashion
Forecast: INDIA Shining
By Sharbari Datta
Fashion Designer
"Today,
when we look around we find men’s shirts with a choice
of colours that our fathers could never have imagined. Even
some years back would anyone ever imagine wearing a canary
yellow shirt? Today the colour barrier or the set colour
code is no more. This generation of men has embraced bright
colours in their clothing. Red,Organge, Yellow, Lilac and
Pink are no longer considered ladies’ colours. Today,
colour plays an important part in both men’s and women’s
clothing."
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The
three trends that will create an impact in the World Wide
Web, on the road to 2010
By Rajnish
Head – Digital Marketing Revenue and Strategic Business,
MSN India
"The
emergence of Digital PR Company could possibly be the next
breed of marketers. Less obtrusive and more embracing in
nature towards the Internet, Digital PR Companies would
be able to target users more effectively than traditional
advertisers. Be it building brand awareness to building
credibility, Digital PR Companies can use a host of tools
to get a company’s message across. Not by taking an
online TV ad and running a campaign on the net, but identifying
users that support or detract a brand and work on a positioning
that targets the ideal users and convert the naysayer."
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The
three things that will make an impact on Media and Entertainment
sectors in India, on the road to 2010
By Vikram Jhunjhunwala
Director of Head of Investment banking, Finoble Advisors
"Media
companies that have started to accept the changing rules
of the game will be well positioned to benefit from the
expected growth of the industry. Others will become targets
of consolidation or expansion. A case in point are companies
like TV 18, NDTV, Zee. Star, BCCL, etc, which have started
expanding their platform and will use it to pump their content,
which is their present forte."
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Another
inconvenient truth
By Nisha Narayanan
Project Head, South Asia FM
"In
spite of an (almost) completely free hand with programming
and a near-total absence of content regulation at present,
the FM players haven’t put this freedom to much use.
Most of us are still playing safe, and sticking to the middle
ground of contemporary hit music. The law of diminishing
returns is already kicking in; how long will it be before
it hits our revenues?"
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The
three things that will make an impact on Direct Marketing,
on the road to 2010
By Brian Almeida
Director, Direxions Marketing Solutions Pvt Ltd
"While
the loss in direct loss of business is measurable, the loss
in the brand value is not immediately measured. This will
be the biggest change. Brand marketers and direct marketers
will converge into a single marketer that understands the
values of loss of business – as well as brand values."
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‘The
luxury club membership cannot be bought, you have to be invited’
By Kunal Sachdev
CEO, Hidesign
"In
the Indian scenario, the primary task for most of the luxury
brands is to make them relevant in the Indian milieu. The
beginner step of establishing the identity and appeal will
be the clincher. More than advertising here, marketers need
to resort to social events among the crème de la
crème of society, providing advertising and articles
in niche magazines and associating with celebrities from
film fraternity could definitely help in creating an aura
on which lure of luxe’ thrive."
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Starbucks,
Walt Disney and YOU!
By Joseph A Michelli
Ph.D., Author - The Starbucks Experience
"I
doubt that many people ask you about the parade times in
your business, but the concept applies. Are you demonstrating
and training staff to not only b courteous but to offer
“plussed up” and personable responses that meet
the unstated needs of the customer? In so doing, you exceed
the customer’s expectations as you create personal
experiences for them. Walt Disney himself once said, “Don’t
build it for yourself. Find out what people want and build
it for them.” Walt did. Starbucks does. How about
you?"
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Calling
the Future
By Satya Prabhakar
CEO, Sulekha.com
"Focus
will increasingly shift as to how best this scarce human
attention can be managed and get it fixed. Those who are
able to command and control more human attention will correspondingly
command higher premium. This will lead to innovations and
advances in targeting users based on a variety of attributes
such as personal profile, behavior, city and more."
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Mobile
phones – A dream Direct Marketing channel
By Ajay Adisheshann
MD & Founder, PayMate India Pvt Ltd
"Marketers
will be seen transitioning from a demographic TG to a psychographic
TG with age, sex and geography ceasing to be a factor. If
the objective is to reach out to people who belong to a
certain mindset and share specific behavioral traits, then
the mobile is man’s gift to marketers."
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The
three things that will create an impact on the Branding Industry,
on the road to 2010
By Harish Bijoor
Brand Domain Specialist and CEO, Harish Bijoor Consults Inc.
"Brands
need to reinvent themselves on the format of an amoeba that
is forever changing. Amoebic Branding is it! Change with
dominant set of consumers. A brand can’t be static
anymore. Brands need to have avatars that change all the
while. And for this, for a start, brands need to know the
mind of their consumers the way they are and the way they
will be next month. Brands need Scenario plan all the way
ahead."
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“Very
interesting times”
By Sandeep Seksaria
Director, J.G. Hosiery Pvt Ltd (Amul Innerwear)
"The
change in attitude looks more evident if we just look at
women’s innerwear market which is poised to go through
the roof (if it hasn’t already). From the demure,
awkward woman to the no-nonsense lady who purchases her
own panties without a male escorting her. It has been a
rapid transformation."
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Micro
Managing – An essential trait going forward
By Chandru Kalro
Executive VP, Marketing, TTK Prestige
"Direct
marketing, supported by the convergence of technology, could
emerge as a key tool, something that FMCG brands haven’t
been too keen to experiment with. With retailers cracking
the whip and adopting ‘go-to-customer’ tactics
(think toll free numbers, home delivery models, online selling
systems) unlike earlier, it is critical that brands move
in unison with their retail partners in such ventures if
they need to emerge as top-of-mind brands during purchase
decision-making process."
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More
than three things that will impact Indian Television and Media
Industry, on road to 2010
By Sanjay Raina
Sr VP – Brand Startegy and Consumer Insights, Astro
television
"Indian
television content industry has the potential to become
the largest component of the entertainment industry and
hence a global seller at some point of time. It is thus
a matter of shame that we are ignoring this aspect and announcing
more channels than production tie-ups."
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Three
things that will impact Healthcare Marketing, on road
to
2010
By Saket Gore
Business Head, Consumer Products Division - The Himalaya Drug
Company
"Word-of-mouth
or viral marketing is also gaining importance as consumers
trust products that have been recommended by experts and
peers over commercials. Companies need to create several
touch points depending on the nature of the market, demographic
and psychographic profile of consumers."
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Three
things that will impact the Indian Animation Industry, on
road to 2010
By Rajesh Turakhia
CEO, Maya Entertainment Ltd
"While
we may harp about the rich Indian culture and our heritage,
and we may have tons of production-ready material in our
mythology, the fact of the matter is that in these fast
paced times of instant gratification the markets demand
something else. Without any disrespect to anyone, is it
very hard to understand why a Pokemon evokes international
response while a Tenali Raman is localized in demand."
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Three
things that will impact Gaming, on road to 2010
By Rohit Sharma
COO, Zapak
"Online
gaming is not a child’s play and any player in this
industry who considers it be that doomed from the word ‘Go’.
An entry in this sphere needs detailed planning and investment
to make sure that a positive contribution is made to make
sure that the projected figures are met and who knows, even
surpassed. Online gaming is a revolution and we need revolutionaries
who will give the Indian online gaming industry the push
needed to make a mark globally."
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Three
things that will change the Advertising Business
By Atul Hegde
COO, Vyas Gianetti Creative
"It’s
high time that the advertising industry behaved like an
industry. We all get easily carried away by Rs 20,000 crores
industry figures; have seminars on how to make it Rs 50,000
crores in the near future. Everybody is happy proclaiming
account sizes of their wins (that they wish was there, and
something that they know will never be ther). To begin with,
we do not even have an industry body for advertising agencies.
What we have are clubs and they behave like clubs."
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A
new coat of paint for the Paint Industry
By Abhijit Roy
Sr GM, Berger Paints (India) Ltd
"The
future looks bright for the paint industry. As we approach
2010, innovative marketing ideas are going to be the buzzwords.
The trend in a nutshell would be to reach out to the consumer.
And I sincerely believe that the paint industry is geared
up to just that."
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Things
that will impact the Marketing of Television, on road
to 2010
By Joy Chakraborthy
President Ad Sales and Head Network Sales, Zee Network
"TV
marketers would direct independent efforts to the non-addressable
viewer and the addressable viewer. The latter segment would
also afford new revenue streams for bradacsters –
options beyond the 30-second spot – offering advertisers
a dream opportunity to engage targeted viewer groups and
assess response. These however might largely be limited
to Metros and Class I towns. A distinct effort would be
needed for the viewers in rural and Tier II, III towns."
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The
three things that will make an impact on FMCG Marketing, on
road to 2010
By Ranju Mohan
VP, Sales and Marketing, Henkel India Ltd
"Growth
infrastructure (like the set up of the golden quadrilateral)
would make distribution to far flung areas easier, faster
and cheaper for FMCG companies to market goods to the rural
consumer, thus bringing down transaction costs for the manufacturer
who in turn would pass this on to the consumer on account
of higher and intense competition." View
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The
three things that will make an impact on India’s Outdoor
Advertising, on road to 2010
By Pramod Bhandula
Managaing Director, JC Decaux
"The
industry has woken up to the fact that huge investments
in any medium will not make sense until the project is long
term. The Government agencies are open to the idea of long
tenure projects as they have seen that media concessionaries
are open to investing huge monies provided the duration
of the project is long enough for them to recover their
monies."
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The
three things that will make an impact on Niche Television
Channels, on road to 2010
By Rajesh Sheshadri
VP-Marketing, NGC and History Channel
"Going
forward, the lines between content providers and content
aggregators will blur. Unless content aggregators are able
to control the delivery of content across all platforms,
they wouldn’t have much of a say (and hence a future)
in the new digital space. Content creators on the other
hand, already know this reality and are hence already protecting
their distribution rights in this new, untested, the next
big thing landscape." View
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Radio
on the road to 2010
By Rajiv Nambiar
President and COO, Hello FM
"Clearly,
novelty in content and marketing efforts will be a differentiator
and the brand builder. Though there are many more initiatives
on the drawing board that the regulatory authorities would
start unleashing, and from which the medium would benefit
immensely, the focus needs to be on what would give a radio
brand the head start in a prematurely cluttered market."
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Three
things that will impact Rural Marketing, on road to 2010
By Rajesh Amla
Director, Infinity Advertising –Rural
"The Pradan Mandir Garam Sadak Yojna was launched in
December 2000 with the objective of providing connectivity
through good all weather roads to all unconnected habitations
with a population of more than 500 persons by 2007. about
1,60,000 habitations are expected to be covered under this
programme. This would definitely make a major difference
in the rural marketing efforts of corporates." View
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The
three things that will make an impact on Rural Marketing,
on road to 2010
By RV Rajan
Chairman, Anugrah Madison
President, Rural Marketing Agencies Association of India
"In
India, new cell phone connections are growing at the rate
of six million a month, most of it in semi urban and rural
areas which are being targeted in a big way by the mobile
service providers across the country."
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The
road to 2010 and beyond…
By Ajay Chacko
Head-Marketing, CNBC Universe
"We
are far from saturation in so-called ‘traditional’
media avenues, both, in terms of revenue as well as consumer
numbers. Also, the curve that markets take when it comes
to evolution hasn’t been to different across markets,
when it comes to evolution of consumer preferences of media
options – in a scenario where spending on discretionary
products takes precedence over spends on necessities (though
the caveat being that the content may take a different shape
to suit the needs of the new consumers of media)."
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Three
things that will make an impact on monetizing Online Communities
By J D Ghai
CEO, Santabanta.com
"Now
that the companies have realized that through the Internet
they can reach any place and that too at an affordable price,
they have begun to put more emphasis on online advertising.
So in future, we will see the rate for online advertising
in India just doubling up." View
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The
three things that will make an impact on the Media Planning,
on road to 2010
By N P Satyamurthy
Executive Director, Carat India
"Ability
to offer out-of-box solutions will determine future success.
This will need clients to involve media agency partners
more as business partners and involve them at the very inception
of strategy. On a parallel, agencies will need to get more
curious about their client business challenges and radiate
eagerness to partner at ever6y stage, rather than ‘get
briefed’ at the stage of implementation."
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The
three things that will make an impact on Language Newspapers,
on road to 2010
By K R Skandraaj
COO, Malar Publications (Daily Thanthi)
"The
language newspaper must redefine content, making it specific
to these emerging and large number of knowledge seekers; and
at the same time cater to the masses also. Today mobile phones
and Internet are targeting the non-English speaking population;
every bit of information is available in Indian languages.
Realizing this, language papers have already started their
electronic versions and also mobile phone news services."
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The
three things that are changing Corporate Communications as
a discipline, on road to 2010
By Abhijit Sarkar
Head- Corporate Communications, Sahara India Pariwar
"Indicatively,
the department – Corporate Communication – eventually
either became a media relations and advertising agency coordination
cell, enjoying proximity to the CEO or Chairman of the company.
Or in smaller organizations, a misnomer for business development
and customer relations department. The discipline cannot
be understood in Indian parlance without considering it
as a vital component of any progressive organization, understanding
its role, area of work and its effectiveness."
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Indian
Film Industry: Vision 2010
By Sanjay Gaikwad
Founder and CEO, UFO Moviez Ltd
"Increased
distribution bandwidth coupled with decreased production
costs due to digital technology will provide a big boost
to niche cinema and regional cinemas. Films, which were
earlier shot in the optical medium will now become possible
in the digital format of production and distribution. For
a small budget film, the print cost can become more than
the production cost, hence the possibility of digital release
will open up entirely new avenues for the regional and niche
cinemas."
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Media
Industry: Scenario in 2010
By Aditya Amar
Senior General Manager, Dainik Bhaskar (North and East)
"In
next couple of years, I see integrated communication coming
up from both media owners and ad agencies. Here, post FDI,
we need to get into international exchange, investment in
new media, networking of all kinds of media and most important
of all measurability of results."
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The
three things that will make an impact on FMCG marketing, on
road to 2010
By Ramesh Vishwanathan
Executive Director, CavinKare
"Penetration
of products would go up and so would per capita consumption,
making most category sizes amongst largest in the world.
Economies of scale would stack up in favor and return on
the dollar invested would be better than ever before. Of
course there, would be more competition, and organized retail
would demand its pound of flesh – but what’s
life without its challenges?"
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The
three things that will make an impact on the Indian
Fashion
Industry, on road to 2010
By Jasmeen Dugal
Executive Editor, Stylekandy.com
"Not
long ago, ethical fashion had an image problem. Unflattering
and unappealing, it was best left to eco-warriors. But there
has been a definite swing over the past year. Being ethical
across the clothing supply chain is no longer a preference
but an environmental requisite. But just as vital to the
success of sustainable clothing future is making consumers
aware of environmental impact of their ‘fashion habits’."
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‘India
model is our only solution to penetrate Broadband in Indian
market'
By V Sivaramakrishnan
President – Portals, Sify Limited
"Hybrid
technology is the need of the hour. Government subsidy to
the hybrid players would help in taking the Internet to
masses. Government spends thousands to provide a broadband
connection. If the same amount can be invested in hybrid
technologies such as cable and wireless, the penetration
shall be better."
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The
three things, that will create an impact in the Corporate
World, on road to 2010
By Gautam Nath
Executive Vice-President, TNS India
"Times
have changed. And so have you – day trips on the spot
from Delhi to Mumbai, video conferencing, black berry’s,
mobiles, webex, concalls and radio taxis, all a sign of
things a changing. The familiar laptop case, no longer a
status symbol, a symbol of the highflying executive but
converted merely to a symbol of corporate existence. Chargers,
a necessary evil. Time, a commodity, running out on us."
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The
Automotive Industry – gearing up towards the future
By Paban KR Kataky
Director – Automotive, Exide Industries Ltd
"The
increased demand for Indian automobiles has resulted in
a large number of multi-national auto companies, especially
from Japan, U.S.A, Europe and Korea, entering the Indian
market and working either in collaboration with the Indian
firms or on their own. Also, the institutionalization of
automobile finance has further paved the way to sustain
a long-term high growth for industry."
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Three
things, which will create an impact on Marketing Consumer
Durables, on road to 2010
By R Zutshi
Managing Director, Samsung India
"Given
the low penetration level of Consumer Electronics Products
and the high potential that exists in the Indian market,
I see regional marketing strategies getting more and more
significant in a company’s overall marketing mix.
As the smaller cities show a strong appetite for branded
products, I see the larger manufacturers not only beefing
up their distribution networks in the smaller cities and
semi urban markets, but also making a very focused approach
to woo customers in these markets."
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More
than three things will impact the Footwear market
By Suman Barman Roy
Khadim India Ltd
"Further,
shopping malls are likely to be a driver of growth for this
sector. With malls cropping up across the length and breadth
of the country in the coming years, footwear retailers would
be inundated with numerous options to enhance their visibility
and presence either through exclusive showrooms in malls
or as shop-in-shop arrangements with department stores that
serve as an anchor tenants in these malls."
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Radio
Rocks!
By Harrish M Bhatia
Business Head, MY FM
"The
challenge for radio now is how best to generate and sustain
new audiences and revenue streams through these technologies
to ensure that they remain timely and relevant. New technologies
and convergence have changed the way in which media operate
– be it from a technological or business perspective.
Radio has evolved and benefited the most from these changes.
In fact, radio has traditionally set the path that other
media have adapted for their own purposes."
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A
Journey from Print to Broadcasting
By Jwalant Swaroop
Director – Advertising and Business Development, Lokmat
Group of Newspapers
"The
Gandhi topi which was the usual head gear of Maharashtrian
folk has been replaced by a smart cap. Youngsters’
were zip=zapping on the mobikes and almost all the paan
shops had a STD booth and a huge stock of Bisleri and Pepsi
– along with variety of wafers and snack food. I was
also surprised to see the people surrounding these joints
– if I can so call them. I also noticed the battery
recharge booths of Hutch and Airtel at couple of joints
and probably that was the reason for people hanging around
there. Wow, what a great time for mobile service providers."
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The
three things that will impact HR Practices in the Media Space,
on road to 2010
By Anish Laikar
Head – West, ABC Consultants
"It
is the middle and senior level talent that is difficult
to find. This leads to recruiting people from outside the
industry. Some media firms are looking for talent from outside
India. This trend is increasing in the marketing, sales
and administration roles in media firms. Poaching from competition
is an easy path for recruitment, however with limited choice."
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Three
things that will impact education and training in media schools,
on road to 2010
By Sajal Mukherjee
Director, FMCC
"The
industry is booming and more and more players are entering
the market. To meet their requirement, there is a demand
for specific people. What is important is that there is
greater interface between industry and students. In fact,
this has to be a part of the curriculum of eth students.
This leads to a better understanding between the two, such
that the supply meets the demand."
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The road to 2010 & beyond: Three things
that will impact Newspapers
By Bhaskar Das
Executive President, The Times of India
“The
only route to long-term sustainability, in such a dynamic
media-scape, is to enhance the relevance of your brand through
multiple connect nodes with the audience in a holistic, format
neutral manner. Relevance is a function of audience preference
and preference is a moving target (it evolves continuously)
– what is preferred today need not be preferred tomorrow.”
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The three things that will make an impact
on Daily Newspapers in India, on the road to 2010
By Tariq Ansari
Managing Director, Mid-Day Multimedia
“Rural
India will become more literate and urban India will see an
increasing trend towards English literacy. This will considerably
impact language newspapers positively in rural areas and negatively
in urban pockets. English newspapers will reap the harvest
of more urban dwellers choosing English as the economically
appropriate language of choice.” View
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The Three Things that will Impact the
Business of Sports Broadcasting, on the road to 2010
By Chris McDonald
Chief Executive Officer, Taj Television Ltd.
“The
most pressing issue facing sports broadcasters is the disconnect
between rights fees, especially for cricket, and revenue.
The current gap has put the sports television industry into
an unhealthy state. Cricket supply should be oriented towards
quality, not quantity; the annual schedule must be stable
and visible; rights fees need to bear a relationship to their
financial underpinnings; and efforts to bring about structural
improvements in how distribution revenue is generated and
collected must continue.” View
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The Three T's that will impact Magazines
in the next three years
By Chander M Rai
President and CEO, Cross Border Media Inc.
“The
initial license deals were mainly between the big publishing
houses in the US with the big publishing houses in India.
With more niche publications coming in, foreign publishers
are looking for niche partners. A Golf publication for example
would rather partner with a group of Golf enthusiasts than
a large publishing house that does not know the difference
between a golf club and a hockey stick. Even Publishers in
India have so far not realized that they are getting into
not adding just another niche product to their stable, but
actually getting into a whole new industry like the business
of golf, the business of health and well being, or the business
of fashion and retail.” View
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'The three things that will make an impact
on Advertising Industry, on the road to 2010.'
By Vivek Srivastava
Joint Managing Director, Innocean Worldwide.
“The
futility of such self-inflicted prosaic moments is only well
known. We need to go out and bell the cat. Some are doing
that, some are grumbling and some are waiting to follow the
lead. So true of our segmentation psychographics! Well, I
give it till 2009 for these MELAS to wind up. Instead, we
will have genuine appreciation not from mutual admiration
clubs but from people who matter - clients and their constituencies.”
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