6th October, 2017

Patanjali Ayurved Ltd (PAL), headquartered in Haridwar, has been touted as India’s fastest growing FMCG company. Having doubled their revenues since the past financial year to over Rs 10,000 Cr, Patanjali Ayurved has driven conglomerates and giants like HUL to sleepless nights. HUL plans on cutting its staff by 10-15% in an attempt to reduce costs1 while at the same time relaunching their premium Ayurveda based line “Ayush” at more affordable rates2. Other established FMCG companies like Dabur have called Patanjali’s success a “Blessing in Disguise”. CEO, Sunil Duggal believes that Ramdev’s charismatic persona and strong connection amongst the countrymen has converted many sceptics to firm Ayurvedic product users. Dabur, which for the past 19 years had focused on diversification to Non-Ayurveda based products, has regrouped and plans on doubling its herb production, from the current 2000 acres to 3800 acres to account for the increase in products they plan on selling.3

What does it actually feel like, working for Baba Ramdev?

First things first, it certainly isn’t like working in a regular corporate office. It has a unique work culture based on the concept of “Seva”. The first thing which strikes an outsider is how the workers abandon their posts to queue up and touch the feet of Baba Ramdev or his right-hand man, Acharya Balkrishna. Workers are heavily discouraged from asking for a raise. The work culture in the higher offices is unique. During each meeting, Ramdev sits in a raised seat while everyone else gathers at his feet, below him. The concept of brotherhood is perpetrated through this exercise4.

Can the organization grow at the same pace as the past year?

On the outlook, it seems like a difficult prospect mainly due to the large expectations of people and maintaining the same level of consistency in all their products. Maintaining brand loyalty especially in the face of competition from other brands-both in the Ayurvedic and Non-Ayurvedic sectors will be a challenge.

Can it sustain the same growth without the saffron political support?

Baba Ramdev has been a huge supporter of the Modi-led NDA and the “Make in India” campaign resonated with his “Swadeshi” movement. One of the major reason for Patanjali’s success was that it fed on our inner fear of being “looted” by foreign companies and his “swadeshi” ideology found great monetary and resource based support from the ruling party. However, Baba Ramdev hasn’t extended an all-weather branch of friendship to NDA and has been known to take a potshot or two against them. In the end, the right wing leaning of PAL and the ruling party will certainly go hand in hand towards creating an informal alliance.

– Snigdha Lahiry

 

patanjali

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6th October, 2017

Slum dwellers are technologically un-savvy, mostly concerned with arranging daily food and basic necessities and would not have a reason to care about exorbitant luxuries like smart phones. With these preconceived notions, Mrs. Piyul Mukherjee, founder of Quipper Research, sent Northpoint students down to the Khandala slums for qualitative consumer research. A village with farms and tractors was imaginable but what exists under the corrugated tin roofs of an urban slum was a mystery.

Qualitative research we were told aims to understand the consumers’ lives from within. It goes beyond numbers and sumptuously elucidates the consumer psyche. We were also warned that great surprises lay ahead. We went in prepared to elicit from our subjects all reasons behind their use of feature phones. Handy, easy to use, long lasting and affordable- we had reasonable belief that these would emerge as the top findings.

We bought sweets, snacks and goodies to appease our hosts. We hesitantly ventured into the narrow alleys between the shacks and shanties, one person at a time. What followed was an evening full of humbling discoveries. The one room, one kitchen households had limited furniture but boasted television sets and multiple smart phones, often as many as five. Feature phones were either non-existent or only used by the older generation, not unlike our own homes. Our initial hypothesis stood nullified; we were forced to shift our lens in the midst of our fieldwork.

‘Ethnocentrism’- we read the definition of this term before leaving but understood it only after returning. To assume, judge and weigh someone else’s actions from one’s own perspective is to be ethnocentric. Urban slum dwellers aspire to the same modernity that gated community residents aspire to. The former buy Vivos and Oppos while the latter splurge on Apples. The desire for big screens and status recognition remains constant across the two.

Knowledge is volatile, reality transient, consumers variegated and assumptions deceptive. To truly know the consumer is to question the obvious, and to “leave no answer unquestioned”.

– Indu Upadhyay

Qual Photo

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5th October, 2017

A post-grad student with hunger for, and access to practical knowledge thrives in the professional sphere. At Northpoint, the idea of building actionable knowledge proves the same. Gone are the days of gauging students’ capabilities merely through the medium of scores that are fetched through memory tests, followed by recognized degrees. “The students who just want a degree to add to their CVs, are not the ones the corporate world is looking for”, says Ms. Piyul Mukherjee, CEO of Quipper Research and visiting faculty at Northpoint in an interview with Fourth Estate, Northpoint Centre of Learning. She highlights the importance of learning what is latest in terms of both research and communication sides of marketing and that it is hard to find the kind of exposure given to students at Northpoint as compared to that at any post-graduate institutes in India.

On a question about Ms. Mukherjee’s shift from being employed to forming her own organization, she denies it to be a big shift as such. She emphasizes on the fact that an individual must always have entrepreneurial spirit, not only to form one’s own organization but those are the kinds of people research organizations and large ad agencies actually hire. She even suggests that everybody should be on their own, because one never knows what today’s day and age has in store for them.

When asked about the importance of qualitative research in understanding a consumer, Ms. Mukherjee points up that one should not neglect quantitative research as it has a huge role to play in finding definite answers, for e.g. the new brand of a company that is not performing at certain geographical locations. But qualitative research is the human-oriented bit of research that answers all the whys. At the end, both complement each other. She underscores the fact that brands and communications are all about dealing with human beings and that is the reason why qualitative research plays a vital role in understanding consumers in this drastically changing world.

In terms of advice to students of Northpoint Centre of Learning, Ms. Mukherjee unnerves the students by giving two thumb rules to follow as they venture out in the corporate world. The first one being, “Don’t think anything will ever be laid out on a plate just because one has a certain degree or certain background. There are no more free lunches, so you have to keep working and moving.” She winds up by giving the second thumb rule that students will find it easy to be on top of everything if they also start learning to work smart.

– DEVANSH THAKKER

 

Piyul Mukherjee

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5th October, 2017

“The bad news is that time flies but the good news is, that you are the pilot!”

We relate to this statement without a doubt, here at Northpoint. It’s the fourth week already and the first week is a blur. No, not because I became comfortable easily, but because there was less time to be uncomfortable.

Speaking of discomfort, debuting in staying away from home was not easy for a lot of us. The transition was difficult, but since we’re all sailing in the same boat, we could be the co-passengers in each other’s journey and be there for each other.

From our first formal dinner to our latest late-night Maggie sessions, from starting to share living spaces to now sharing secrets, from talking for the first time to now communicating with just expressions, we have come a long way indeed and the road ahead will be full of surprises. We’re all learning here, not just lessons but also people, developing not just thoughts but ideas, trying to figure out life and not just our career.

While researching for this article, I decided to ask everyone about their experience till now. They all had vague answers. Awkward, slow, a struggle, etc. Honestly, all of this is true. It has been a challenging few weeks where time would either flow by or just stand still. I have a philosophy. Just observe a vehicle taking a turn. Before the turn, it must slow down. I believe that the same happens in life; while taking a new turn, we need to slow down before speeding up. And that’s the best analogy for our time here in Northpoint. We slow down, recoup to just gear up for the next hectic weeks, managing it all, together.

To everyone in the campus,

“Mai nahi janti yunhi sath chalte chalte hum kitni door jayenge,

Par aise hi chalte rahe to kareeb jaroor aa jayenge!”.

– DIVYA MESTRY

 

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23rd September, 2017

2) Was it really a dream?

“Get up Vishnu! Its 7 am, lunch is on the table, eat cornflakes for breakfast, and leave for college on time, Wake up!!
Now these were the things that my mother told me as she was leaving for school. Handling responsibilities of being a teacher, a mother, a wife, and just being herself! I wonder how she manages it every single day.
Where was my father? I was looking for him; he was nowhere to seen in the house, and then I remembered that he had left for a meeting at 6 am. Then it all came back, “I’m going to Pune, will be back by tomorrow night, have kept money on the table, and don’t sleep for too long”.
As I finally managed to wake up 10 minutes past 7, last evening’s events came back to my mind. I thought to myself, wait…how did I reach home? When did I reach home? I had no recollection of what happened. My last memory was asking that dreaded question to myself, ‘what was happening?’
As I was preparing coffee, I began to ponder really hard on what really happened. There were these recurring visions coming into my mind of me talking to that man.
Did I know him? How did he seem so familiar to me? Did I have a divine intervention? Was god taking his revenge on me for having no belief in religion? How could that happen? How was that even possible? Maybe nothing happened and I was just over thinking. The milk had boiled and it spilled all over the gas stove which made me get back to my senses and start cleaning the mess.
Maybe I was over thinking. I decided not to think much about it and that’s when my phone rang; the name displayed ‘hell’, and the time as 7:67.

I had heard the term shit scared, I had known people who were shit scared at a certain point of time, I even had a certain idea what the term could mean, it was at this moment I realised the true meaning of that term.

I dared not to pick up the phone, I pinched myself, it hurt, holy shit it’s not a dream!

How could this be possible??
What was happening??

Then I wondered, ‘was it really a dream?’

To be continued…

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17th September, 2017

NIRVANA

In Buddhism is a transcendent state in which there is no suffering, desire, nor any sense of self. The subject is released from the effects of karma and the cycle of death and rebirth. It represents the final goal of Buddhism.

 

1) What was happening?

It was just another Monday; I was travelling for an interview for my internship at an Ad firm which was situated at Lower Parel. I had prepared well for the interview and covered all the aspects from where questions could be asked.

When I entered the office I was feeling really nervous, yet somehow confident. I had a feeling that I would get the job.

The Receptionist asked me to wait for 10 minutes as Mr. Neeraj, the person who was supposed to take my Interview, was in a meeting. I was reading the ‘Afaqs’ magazine till the time he came. He asked me to come and wait in the Conference room for a couple of mins as he was on a call.

Now three/fourth of this conference room was filled with logos of all the clients the agency had, so one can guess how big this company was. When Mr. Neeraj came back in to the room, he started with the most obvious statement “So tell me something about you”. I started off by saying that I am currently in my Second year of BMS and that the field of Advertising as a whole fascinated me.

“What are your interests apart from studies?”

Uh, Sir, pretty much everything apart from studies.

We both laughed as if it was an informal interview. Then I said that I play cricket, football, and almost every racquet sport, and that I had a passion for writing. The questions then asked to me were on the technical side as to how advertising functioned in the sector as a whole and what was media planning in the sector. I had zero knowledge about media planning before the interview.

When the interview was over he said to me “when the next time we meet I want you to explain in a better way what media planning is”. I shook his hand and as I went out of the office I thought to myself, wait…what just happened? Did that mean I had the job? I had been asked to wait for the call and that he would let me know by Thursday.

Now the office was situated near the Palladium mall at Lower Parel, and I had almost no other chances to roam across Mumbai. After the interview, I went to the famous Siddhivinayak temple, not to pray or ask for something from god, just to be in a peaceful, contended state of mind.

After my visit to the temple, as I was coming back towards Dadar station to return home, I saw numerous pigeons flying and a host of them sitting in a huge tree. There was a shelter there and I found that people in the locality paid a guy to feed bird food to the pigeons. It was a really good sight to see the birds fly away and not being kept caged. All of a sudden, I felt a tap on my shoulder. It was a middle aged man asking me the time.

When I looked at my digital watch, it showed the time as 7:67 PM. I checked again to see if the watch was showing the actual time, it was. What the hell! The man let out a sigh and said “Hell.”

A chill ran down my spine; I felt the weather change; it felt as if time had stood still; the people had stopped moving, the pigeons had stopped flying, I felt as if it was a real life ‘limbo’ situation.

Before I could think of anything else there was this lingering question in my mind.

 

“What was happening?”

 

…to be continued.

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10th September, 2017

Firstly, let us understand what is Market Research. It is basically qualitative and quantitative determination and assessment of a market.

A pharmaceutical industry deals with the research and development and eventually marketing of drugs which can be branded or generic. Market research plays an important part in the process since pharma products usually cannot sell themselves.

The key players in a pharmaceutical industry are: Health Care Professionals (HCP’s), wholesalers/distributors, pharmacies/chemists and medical sales representatives.

The most commonly followed process includes- Medical sales representatives give calls to HCP’s and promote their products. Based on Dr’s feedback he/she may recommend the product to the patients. Parallelly, the products are made available to the central warehouse from the manufacturer via Clearing and Forwarding unit (CnF), then to the stockist and sub stockist and finally to the hospitals or retailers. This makes sure that the products are available for patients use.

Stages of Market Research

MP

Types of Market Research in Pharmaceutical Industries

HP

  1. Hospital Purchases: Here the hospital pharmacies directly purchase pharmaceutical products from the company.Research involves measuring the Purchase Orders (PO’s) from the hospital pharmacies and outflow of Over the Counter (OTC)/prescription products from the pharmacy to the patients.
  1. Physician Panels: Physicians here, share their opinions on medical updates and take interviews or surveys to ensure right decisions are taken pertaining to patient care and health policies.
  1. Warehouse Withdrawals: Each Medical Sales Representative is assigned a territory comprising potential Drs and a Ship-to-Code and Sell-to-Code stockist/distributor from where the orders are given to the company depot. Research can be used to track the inflow and outflow of stock keeping units (SKU’s) both ways.
  1. Promotional Media: To gauge the impact of communication tools used by sales representatives. Market Research is used to track the HCP visits made using the detailing guides, promotional inputs, samples and monitor the change in prescription habit.
  1. Retail Pharmacy sales/purchases: In this type, there is a need to measure the influx of products from the wholesaler/distributor to the retail store/chemist and the outflow to the consumers. The details are procured to obtain data of OTC/prescription products off-take.
  1. Retail Pharmacy Prescriptions: Sales Force Effectiveness measurement. Tracking prescriptions gives a very clear picture of SKU wise product performance and to understand the degree of message conveyance to the prescribers and consumers.

Measuring the effectiveness of performance at each level will give a complete understanding of opportunities in the market place, guides in planning and building communication for existing and potential customers.

To sum it up, market research for a pharmaceutical industry can provide in depth information to managers to make appropriate decisions regarding the industry.

Riti Jugat

PGPMR 2017-2018

riti.jugat@northpointindia.com

Northpoint Centre of Learning

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23rd January, 2016

Name: Subhash Chandra Bose

Date of Birth: January 23, 1897

Death: August 18, 1945

Did he really die on August 18, 1945?

Now that’s a billion dollar question and till date, no one has been able to answer that correctly. There have been many theories, many investigations but still we haven’t received any confirmed answer. Maybe we are not supposed to get any answer. Maybe he did die in that plane crash. May be he lived in a different country and supported India and the Indians who needed him. Maybe he became a sadhu and lived a simple life after India got much deserved freedom. Maybe he left this mystery Mr. Bose for all of us to solve and unite again to get the right answer.

Many official enquiries were made to confirm about his death. With setting a trend of disappearance, his death in the plane crash was something the world wasn’t ready to believe. The committees (Figgess Report, 1946; Shah Nawaz Committee, 1956; Khosla Commission, 1970; Mukherjee Commission 1999-2005) set up to investigate the plane crash and death came up with different results. The most controversial has been the last and longest one of them, Mukherjee Commission. The commission concluded that the oral accounts in favour of plane crash could not be relied upon and that there was a secret  plan to ensure Bose’s safe passge to Russia with the knowledge of  Japanese authorities and Habibur Rahman (his secretary). The commission also observed that the ashes kept at the Renkoji temple, reported to be Bose’s, were of Ichiro Okura, a Japanese soldier who died of cardiac arrest.
The Mukherjee Commission submitted its report to on November 8, 2005.  The report was tabled in the Indian Parliament on May 17, 2006. The Indian Government rejected the findings of the commission without assigning any reason. Two of the four top secret files with the Central Government regarding Netaji’s death are related to Mukherjee Commission. I wonder what information from this commission has made those files as top secret files!

Things would have been simpler and easier to believe if the Indian Government wouldn’t have acted in a mysterious way about this issue. Well, they are still walking on the same path in spite of many questions raised by the West Bengal government, Netaji’s family and the curious public. In 2015, the WB government declassified 64 files related to Netaji. The files raise question over his death in lanec crash in 1945 in Taipei, talk about the surveillance his family was put under even after his death, mentions that communication between his wife and daughter with his family after his rumoured death amongst other issues. But still there lay 135 files related to Netaji which are yet to be declassified.

The documents purportedly suggest that in 1948-49, British and American intelligence agencies believed that Bose was alive and instrumental in a number of communist uprisings in Southeast Asia. Another letter, written by the Information and Broadcasting Ministry to Netaji’s nephew Amiya Nath Bose in 1948, also suggests the same thing, said sources.

What I feel is that he did hoax the plane crash. His death before the freedom of India is something which is hard to believe. This is not my gut talking, this is an analysis of what has been happening since 23 January, 1945 talking. This is a curious Indian wanting to know what’s in the top secret files with the Government which are not out for public knowledge. I think his death was a fabricated stunt and he lived on supporting India from outside like he was doing in when he escaped from India. I think there’s a greater and bigger mystery involved that’s why the Indian Government is worried about their relations with some of the foreign countries. But what I cannot understand is why he never came out of hiding if he was alive!

And the list of questions which arose after his death is beyond human logic.

Did he attend Gandhi’s and Nehru’s cremation ceremonies? Did he actually parade in China with the Chinese Red Army? Did his brother lie when he said Netaji would return in March? Did Nehru was a part of this world-famous controversy for real? Was Nehru a part of snooping that went on for Netaji’s family even after a decade of his much rumoured death? Was the baba who died in Faizabad in reality was Netaji? Would a fearless man hide his identity after independence?

So on the 119th birthday anniversary of Netaji Subhash Chandra Bose, I decide to rise above the theories and half knowledge about his much rumoured death and the secret life he led on after the plane crash (if the former wasn’t true). He was a great man who didn’t fear authority and took many vigorous steps for the free India, we live in today. I thank him for being a part of the freedom which ws taken away from British Raj, not given by them.

Happy Birthday Netaji. You were a true hero and you will forever live in our memories as the badass patriot who you were.

 

Sources: http://indianexpress.com/article/india/india-others/netaji-subhas-chandra-bose-files-ib-note-questions-on-death/

https://en.wikipedia.org/wiki/Death_of_Subhas_Chandra_Bose

http://zeenews.india.com/news/india/netaji-death-mystery-deepens-another-theory-says-subhas-chandra-bose-stayed-in-china-in-1949_1801378.html

http://indianexpress.com/article/india/india-others/netaji-files-the-stories-you-must-read-today/

https://factly.in/netaji-declassified-files-union-government-holds-41-files-on-netaji-subhas-chandra-bose-only-2-of-them-are-declassified/

 

Ankita Kureel

PGP Marketing Communications 2015-16

ankita.kureel@northpointindia.com

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22nd January, 2016

So the breaking news in the Indian world of Internet is Free Basics by Facebook. Is it actually what it sounds like or is there a catch? Well, Free Basics is an initiative of Internet.org which got into news after Mr. Modi met in his much talked about meet with Mr. Zuckerberg in Silicon Valley on 27 September 2015.

Internet.org is a partnership between social networking services company Facebook and six companies (Samsung, Ericsson, MediaTek, Opera Software, Nokia and Qualcomm) that aims on bringing economical accessibility to selected Internet services to less developed countries by increasing efficiency, and facilitating the development of new business models around the provision of Internet access. But Facebook faced a lot of criticism from some quarters of India and hence the free Internet platform got renamed to Free Basics by Facebook. After all, adding the term ‘free’ to any service does make it lucrative right?

Free Basics is being promoted heavily across various platforms in India (The rough estimate for endorsing this has been around 100 crores). It is a mix of Internet applications that are packaged together by Reliance Communications in India and given free only to its users. Read about it here .Their idea being giving people access to few free basic services offered by Internet and making them understand the value of the Internet. This app and web platform provides access to over 250 services. It is now live in 19 countries including India and will be part of the “larger objectives” of Internet.org. It also offers an open platform to developers and coders who can add their apps on the platform provided they meet the technical criteria. This all sounds efficient for the people who aren’t able to access the Internet and techies who are looking for such opportunities. But how beneficial this service really is?

My question is what is the real motive behind this move? Why can’t the government offer a free and neutral service to its citizens who really need it? What are the other solutions of taking poor and people in need to online platforms? Is there a different way to connect India without Free Basics? Read More.How will the Internet property remain public and free? Why is this being routed through Facebook? How will the offline population come online? Which companies will help in this movement? How will they get benefited?

Many people who are opposing this move are saying that big sites aren’t a part of this movement. Yes, I choose to call this service a movement because that’s how it is being project subtly in heads of people who are made to think that this will change their lives. The results depend on time but according to what’s been shown and projected by Facebook, this sounds like a good deal, again, only for those who can’t access basic services on the Internet.

According to Facebook, many big sites are participants of Free Basics like India Today, Network 18, Accuweather, BBC, Bing and literally hundreds more around the globe. About the privacy concerns, they do not keep any customer personally identifiable information (PII) past 90 days. To make this clearer, you can go through the list of sites which are available in Free Basics program. And according to Reliance, services can be removed or added time to time.

More than half of the sites mentioned are nowhere close to our knowledge. For those who understand the Internet language, only two of India’s top sites as ranked by Alexa are there is this package. One of them being Facebook itself and another one is Wikipedia. So there’s no Google, no Youtube, no Twitter, No Amazon, no LinkedIn, no IRCTC, no Makemytrip and the list goes on. So when it comes to basics of Indian internet, this movement doesn’t seem very beneficial. There’s no Google! How can they even call it Free Basics without Google! Now that’s the beauty of words which is clearly being misused by Facebook.

Facebook says that Free Basics program is is growing and popular in 36 countries. What it forgets to mention that the more online-progressive countries like Japan, Norway, Finland, Estonia and Netherlands have outright banned programs such as Free Basics.

Tim Berners-Lee, the inventor of the World Wide Web, says that consumers should say no to initiatives such as Free Basics (formerly Internet.org), and added that if something that is being offered in the name of the Internet and isn’t the full Internet, then it’s not really free and public.

By the way, Free Basics isn’t the only program launched to connect people to the Internet (read as limited internet). For example, in India, Aircel has begun providing full internet access for free at 64 kbps download speed for the first three months. Facebook could sponsor and expand that.

Schemes such as Gigato offer data for free for surfing some sites. The Mozilla Foundation runs two programs for free and neutral Internet access. Facebook could work with them. In Bangladesh, Grameenphone users get free data in exchange for watching an advertisement. In Africa, Orange users get 500 MB of free access on buying a $37 handset.

There are many ways to connect people but offering them a restricted space on Internet and then calling it as the best bridge to a full internet is a way of fooling people. It is a way of not introducing Google to those people which happens to be the biggest competitor of Facebook. The way with which Facebook is trying to make people support Free Basics cannot be ignored. It is fooling them by not stating the facts and figures clearly? Unfortunately, I happen to be a part of the group too when unknowingly I sent email to TRAI by only reading terms as Net Neutrality. After sending the mail, I realised that I had supported Free Basics. Like me there are so many others who unintentionally supported Free Basics. Told you, the beauty of words!  Reports also show that Facebook is trying to get users in US to send emails to TRAI. If it’s true, it’s a really cheap move taken by them.

Facebook is neither achieving Net Neutrality nor it is supporting digital equality.

Here’s what SaveTheInternet.in had to say about all this:

“There are several ways other than zero-rating and differential pricing to bring internet access to millions of Indians who hitherto cannot access internet due to high data costs…Here it is important to note that some telecom service providers and Facebook have misled people to believe that there is no other way but to resort to differential pricing and zero rating to expand internet access…”

So the battle will go on for some time because India as a united nation wants a free and public internet. We want the people from rural India to come online and benefit from the services which Internet offers but we aren’t ready to get fooled by superlative language which only misguides us.

 

Sources:

http://www.rcom.co.in/Rcom/personal/internet/freebasics.html

http://indianexpress.com/article/technology/tech-news-technology/facebook-opens-up-internet-org-with-new-free-basics-apps/

http://thewire.in/2015/12/30/facebooks-rebuttal-to-mahesh-murthy-on-free-basics-with-replies-18235/

http://indianexpress.com/article/technology/tech-news-technology/facebook-free-basics-ban-net-neutrality-all-you-need-to-know/

 

Ankita Kureel

PGP Marketing Communications 2015-16

ankita.kureel@northpointindia.com

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10th November, 2015

Leo Burnett, one of the largest advertising agencies has carried itself as a Humankind communications agency through its work since its inception. The simple vision of truly connecting with people by keeping brand’s purpose at the core, has gained Leo Burnett widely spread clientele and strong presence across the globe. Being an eighty year old organization, Leo Burnett holds strong experience in predicting accurate upcoming trends which will influence the communication industry.Leo-Burnett-Ad-Agency-Teams-Up-With-Huffington-Post-to-Produce-Native-Advertising

Tan Kien Eng, CEO, Leo Burnett Malaysia shared his insights about the ruling trends in the global advertising world. He has been leading Leo Burnett Malaysia successfully for past couple of years. Through the following bullets he conveys how important it has become to spread ‘actions’ through ‘advertisements’ for better brand building in future.

World’s Most Desirable Feeling: ‘Safety’!

The simple virtue of humanity sometimes falls apart because of the baleful circumstances worldwide. But, brands are being responsible by coming up with ideas and products which can make world a safer place. Samsung transformed the idea of ‘Drive Safely’ into reality by installing wireless camera at the front of a truck. The footage of this camera was then viewed on the rear part of the truck for cars driving behind it. This made travelling safer for the drivers by helping them identify the twists and turns which lay ahead instead of mere anticipation of the road.

Future of Screens Is Here!

The massive increase in the demand for content has challenged content makers to bring upon innovative ideas to the surface to connect with the audience. This has also raised the growth in the number of screens that are viewed worldwide. Honda’s “The Other Side” puts across the futuristic idea of two-way screens. This film completely changes the way YouTube is viewed. During the screening of this film, audience realized that pressing ‘R’ key would show the narrative hidden below the surface.

Time to ’Show’ The Story than Just Telling!

Stories are the most interesting part of a human life. People read them, write them, experience them or tell them. And, brands must show them. Brands must capture the stories which keep people engaged by resonating with their minds. John Lewis executed the exact same idea in ‘Monty The Penguin’.

Go Iconoclastic!

Industries like Marketing, Communication, Brand building, Public Relations offer the most influential course of work. The reason is extremely simple yet important. They influence culture of the society. They influence lives of people by disrupting the conventional beliefs like gender inequality, objectification or racism. Procter & Gamble brought a wave of change with the campaign “LikeAGirl” and made many women feel confident.

Globally Social!

Last summer, the videos of ALS ice bucket challenge undoubtedly dominated the social network in the every corner of the world. Rather, it became the biggest social initiative on the social networks. More than 17 million videos across the globe raised $220 million for ALS research.

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