Naresh Soni

Is #Performance Important or Implanting #Brand in Consumer?   #PerformanceMarketing is Important as it brings in the much-needed Revenue from various sources. Hence, Marketers are focusing more on this to maintain the P/L budgets at the cost of much needed ‘#BrandAwareness’.   ‘Brand’ is also crucial, as it helps in creating association with Brand in consumers thereby helping conversions through Performance.   But it is generally undermined during the marketing efforts, which should not be done as in the longer run this undervalues the Brand amidst the stiff competition in the market. Many organisations skip focus on Brand which is detrimental.   Optimizing the #marketing costs is much required to maintain the P/L. However, there are many tactics in Performance which can double-up with the Branding efforts and help in Saving costs while delivering the required objectives.

7

1 Comment

Some good takeaways for those wanting to know more about what went behind the Gold winning campaign #TohMarketMeinMatAa straight from our CEO Jaideep Arora, CMO Jean-Christophe GOUGEON and my viewpoint on how other brands can connect with millennials in today scenario of social media driving viewpoints #marketing #brandbuilding #marketinglessons

8

1 Comment

What is the process of Making Advertisements? Such an important topic, yet it isn't something you are likely to learn in B School. This is just one example of the many topics I cover in my book 'The Practical Marketer'. Thank you Dushyant Bhatt for sharing this fantastic conversation. The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing is available on Amazon at https://amzn.in/d/0zRbvnR or at Crosswords Bookstore near you. #thepracticalmarketer #advertizing #brands #marketing

13

Zed Black: We’re not big on digital marketing. Ankit Agrawal, Partner and Director, Mysore Deep Perfumery House & #ZedBlack talks about making it big in the agarbatti and pooja categories, the advantages of advertising on television on election results day & more. ✍ Arka Roy Chowdhury #e4m #ZedBlack #TV #Election #Advertising 

55

2 Comments

What I have always loved about brand Dabur Chyavanprash is that it just keeps doubling down on owning 'builds up immunity' in my mind. such a beautiful consistent promise, that keeps on driving more relevance with lifestyle changes in last 50 years. blending it with the topicality of smog, and yet another brilliant ad is ready. btw, this has become my reason off late to check out the newspaper. Ads are becoming more engaging, with mixed reality woven in there. Dabur India Limited keeps it simple & yet very effective, in terms of its communication, with this immersive experience. #marketing #dabur

124

6 Comments

Media, entertainment and advertising workforce amongst the least happy: study Read more at: https://lnkd.in/dS-DZN8n According to the report, 70 per cent of the workforce is unhappy in 2024. This indicates the urgent need for organisations to understand what really drives happiness in the workplace. Industry leaders should be concern on this study rather than their personal recognizations, photo sessions, awards, interviews, news articles & book launches etc

1

At the recent afaqs! #MarketersExcellenceConference2024, Rohan C., our Chief Digital Officer at Havas Media India, took the stage to discuss the evolving relationship between sales and marketing. He emphasized the need for a delicate balance between immediate impact and sustained consumer perception in today's dynamic business landscape. Read the complete article below. #MeaningfulConversations   Havas I Havas Media Network I Havas India   Mohit Joshi -- MoJo I Uday Mohan

16

Harsha Razdan: “In a market where only the fittest survive, these strategic moves ensure we leverage cutting-edge trends and technologies, solidifying our leadership position. India is on the cusp of a massive boom in influencer marketing. Brands are doubling down on influencer campaigns. Gen Z and millennials love the fresh, authentic vibes from influencers, while Gen X and Boomers still prefer traditional brand messages. It’s a fascinating balance, but influencers are definitely the new power players for younger audiences." Read more here: https://lnkd.in/g5MT9ixY | exchange4media | Kanchan Srivastava | | Anindita Sarkar | Abheek Biswas | Prabhupreet Singh Ahuja | Prerna Sagvekar | Lubna Surti | Archie Kothari |

9

1 Comment

Executing campaigns end to end has always been super insightful. With the LIT team, we make sure we deliver the work in the best way possible! Here’s one for the campaign we have worked on.😉 #LIT #InfluencerMarketing #TalentManagement #Collaborations

13

Personal and professional growth are deeply interconnected. Our CBO, Ankit Banga, shares his journey in IMPACT Weekly Magazine, reflecting on how his career experiences have shaped him into the person he is today. FCB Kinnect #Kinnector #AnkitBanga #FCBKInnect #FCBSixIndia

22

2 Comments

Rs 2,000+ crore media accounts up for grabs: Biggest brands await new partnerships. While several brands are reviewing media accounts, industry sources estimate the results will be finalised before the close of the 2024 calendar year. Read more: https://lnkd.in/gd7zptw6 #MediaAccounts #BrandPartnerships #Marketing2024 #MediaBids #AdvertisingIndustry #BrandReview #PartnershipOpportunities #MediaSpend #AgencyPitch #MarketingTrends

5

🎫 Coldplay Concert Scandal: Legal Action Against BookMyShow! 🚨 Description: Coldplay fans in Mumbai are taking legal action against BookMyShow and Live Nation Entertainment for manipulating ticket sales! 😡 Allegedly, bots were used to block real fans from buying tickets, which were then sold on third-party sites for 30-50 times the original price! 💸 While civil and criminal charges loom over the companies, can they use their insurance policies to cover these claims? Not all insurance will help here, but Directors & Officers (D&O) insurance might provide some relief if the top management wasn’t directly involved. Corporate accountability matters, and this case could be a huge lesson in ethics for the entertainment industry! 🎤✨ What do you think about this? Let us know in the comments! 👇 [Coldplay concert, BookMyShow, ticket fraud, insurance claim, legal action, D&O insurance, corporate accountability] #Coldplay #ConcertScandal #TicketFraud #BookMyShow #LegalAction #CorporateEthics #Insurance #DOLiability #MumbaiConcert #Entertainment

1

How Can a Strong Brand Transform Your Business and Beyond? The tale of kale's rise to superfood fame and the disastrous Fyre Festival highlight the immense power of branding. Strong brands can revolutionize businesses, create loyal followings, and adapt to changing market needs. However, without a clear purpose and strategic direction, brands can falter and lead to business failures. Key takeaways on how to build a strong brand: 🌟 Invest in building a brand with a clear purpose that resonates with your audience. 🌟 Embrace adaptability and innovation to keep your brand relevant in changing markets. 🌟 Leverage the power of storytelling to connect emotionally with customers and stakeholders. Read more here: https://lnkd.in/gxZs62SZ #BrandStrategy #BrandPurpose #BrandBuilding

2

As we approach the festive season, a time when consumer behavior shifts and expectations soar, the conversation around branding versus performance marketing becomes more critical. At MMA Global India, we’ve been pioneering research through our #BrandasPerformance (#BAP) initiative - a comprehensive industry consortium aimed at developing a new growth framework for brands. 🔎   Why This Matters Now:  In an era dominated by digital marketing, the pressure to deliver immediate results often leads brands to prioritize short-term performance metrics over long-term brand building. However, this approach leaves many unanswered questions: 1. Does brand lift truly translate into #sustainable business outcomes? 2. What is the right balance between #reach and #targeting? 3. How can we ensure our marketing dollars are allocated in a way that benefits both present and future #growth? These are not just theoretical queries; they are challenges that every marketer faces in the fast-paced #digitallandscape.⏩   The BAP Approach: At MMA, we believe in the power of strategic balance - not just in theory but backed by #scientificresearch. Our BAP initiative is focused on answering these critical questions, providing a clear path for brands to maximize multi-year returns. By balancing brand-building with #performancemarketing, and reach with #targetedmedia strategies, we can create a holistic approach that benefits the brand in both the short and long term.💡   'Hard working' advertising strategies for the Diwali festive season: As we gear up for the #Diwali season, it's the perfect time to delve into these insights and apply them to your festive strategies. This isn't just about following trends - it's about leading the conversation and setting new benchmarks for success. So we bring to you our webinar in partnership with Amazon Ads on 23rd August @ 12 PM with speakers Vijay Iyer, Shivani Chopra, Anika Agarwal & Jyothirmayee JT 🔜 RSVP here - https://lnkd.in/dvF2irke Join in and let's explore how we can work together to bring these strategies to life. The festive season is not just an opportunity - it's a litmus test for the resilience and adaptability of our brands.📣   ADGULLY Campaign India Medianews4u.com MMA Global APAC   #BrandAsPerformance #MarketingStrategy #FestiveSeason2024 #MMAIndia #DigitalMarketing #ThoughtLeadership #festiveinsights #festiveresearch #modernmarketing #marketingexcellence

19

When you are entering a competitive market, brand positioning is an essential tool unless you wish to beat by pricing. Elements like brand identity, symbols, color pallate & most importantly positioning doesn't require budgets but deep understanding on "how" you wish to be different. Examples - You want to position around "Being one with nature" or "Mighty & Gentle" Once this is decided "distribution" of this positioning at scale will require budgets. So essentially the journey starts with creativity & then with budgets depending on your revenue goal. Worry less about budgets & focus more on differentiating your brand from others. #brandpositioning

1

One of the most overlooked aspect for Marketers is the availability of a strong partner, vendor pool to help us with the execution of the vision A vendor partner pool who understands your brand ethos, the nuances, the ways of working, the execution framework can often be a boon for the brand. Many a times, the difference between a great plan, a great brief and average delivery is more often than not, the lack of vision not getting downloaded to the vendor partner Especially more so in new and emerging technologies, where Even brand teams are coming to terms or learning the tricks of the trade on the go, extremely important to have a mature vendor pool, who believe in the vision of the brand, who believe in what the Brand and business can deliver for them. Trust me, a strong vendor partner pool, who believes in the brand, can make the job much easier The world's best partnership doesn't happen by great negotiaton on cost and timelines for today, but the best partnerships are build on a vision for tomorrow Building strong and capable partnerships with right partners, is one of the "ignored elements" of any project plan The right vendor partner is one who can help you drive the right balance of the 3 Vectors of Project Management: Cost Speed Quality #KaulTimes

20

3 Comments

Curious about how Brand EMI can elevate your business and delight your customers? 🤔 Check out this insightful and fun episode of #WorldlineNuggets, featuring me in some unexpected acting moments! 😁 Discover the transformative power of #BrandEMI, make high-value purchases more accessible, boost customer satisfaction, and watch your turnover soar! Know more: https://bit.ly/45Pb1e6 #WorldlineIndia

28

2 Comments

THE MIRAGE OF SHRINKING ATTENTION SPANS Amidst the rising popularity of short-form video content, there's a prevailing narrative suggesting that consumer attention spans are diminishing. In a recent chat with ET BrandEquity we discussed that reality is more nuanced. While short-form content is indeed thriving and will remain a key component of our media strategies, it doesn't necessarily indicate that attention spans are waning. Consumers are becoming increasingly discerning, faced with an avalanche of content choices every day. They're not giving less time to content; they're simply more selective about what they engage with. Our real 'competition' isn't just other brands—it's the myriad distractions and alternatives, including something as fundamental as sleep. This environment demands more from us as marketers. To truly build a brand, we need storytelling that can hold not just fleeting attention but engage consumers deeply and meaningfully. As we continue to adapt to these dynamics, it's clear that whether through short-form or long-form, compelling storytelling is paramount. It transcends medium and duration, aiming to create lasting impressions and genuine connections. Let’s not short-change our audience's capacity for engagement. The challenge and opportunity for brands lie in crafting narratives that resonate beyond the noise. Do you think short-term engagement metrics are overshadowing the importance of deep, lasting connections with consumers? How should brands and agencies realign their strategies to address this imbalance? #DigitalMarketing #BrandStrategy #ConsumerInsights

36

3 Comments