Somesh Surana

My five favourite quotes on marketing and leadership: 1. The best ideas come as Jokes. Make your thinking funny 2. Only dead fish swim with current 3. If you are not pushing forward you are moving backwards 4. Only thing we have to fear is fear itself  5. When the shadow gets longer than yourself, Dusk is closer ( Shadow is Ego, Dusk is downfall ) Which are yours? Lovely chatting with Storyboard18 Full interview here on work-life hacks, books, OTT, videos, social media and more. Kashmeera Sambamurthy

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As many young Indians growing up, my relationship with money was a mixed bag. For someone hailing from a humble background, saving endlessly was always considered a virtue and spending on luxuries, a vice. This resonates with many of my peers and friends. We're a generation raised in a multicultural society, with often contrasting financial perspectives. Many of us enter adulthood with little to no knowledge on securing our future or making smart investment choices. At Max Life Insurance Company Limited we believe that these insights are crucial as building blocks of a financially secure society. We're dedicated to understanding the evolving financial needs of India, particularly for underserved communities. That's why we've partnered with Yuvaa a leading youth platform in India. Together, we've launched a unique series featuring top Gen Z voices tackling a topic often left unexplored: money management and how to make it work for you. Yuvaa's exceptional ability to connect with young and diverse demographics mirrors our own brand values. Through collaborations like this, we aim to empower India's youth with the knowledge and tools needed to navigate personal finance with confidence, paving the way for a financially secure future. Catch the first episode here: https://lnkd.in/gKFuEzCz Prashant Tripathy Yuvaa Nikhil Taneja Anushka Rathod Siddhesh Lokare

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An interesting insights on consumer experience during health claims. Excellent read on National Insurance Awareness Day.

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The Resistance is here! ✴️ For the synthetic human species living now in their simulations with almost nothing warm in their hearts, this is a brilliant message We are competing with machines, their speed, and their efficiency. But would you wear a hand-knit sweater or a 3D-printed one? I love it Ogilvy for giving a perspective of some breather to this mechanized youth of today 👏 #linkedin #artificalintelligence #work #culture #brand #marketing

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𝗕𝗿𝗮𝗻𝗱 𝗺𝗲𝗲𝘁𝘀 𝗕𝗼𝗹𝗹𝘆𝘄𝗼𝗼𝗱: Brand partnerships and placements in Bollywood have become a classic strategy, blending cinematic magic with commercial prowess. From Coca-Cola’s seamless placements in Taal to ICICI’s presence in Baghban and trendsetting brands like Mokobara in Crew, Bollywood has proven to be a fertile ground for brand stories. 𝗣𝗲𝗿𝗸𝘀 𝗼𝗳 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗶𝗻 𝗺𝗼𝘃𝗶𝗲𝘀: 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: With minimal distractions, moviegoers are fully immersed in the story, providing a captive audience. 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻: Movies offer a golden opportunity for brands to bond with audiences on an emotional level, keeping their attention for a solid 1.5 to 3 hours. 𝗖𝗲𝗹𝗲𝗯𝗿𝗶𝘁𝘆 𝗛𝗮𝗹𝗼 𝗘𝗳𝗳𝗲𝗰𝘁: When a celebrity endorses a brand, it amplifies the promotion, leveraging their star power. 𝗔 𝗥𝗲𝗴𝗮𝗹 𝗔𝗳𝗳𝗮𝗶𝗿: 𝗧𝗮𝗻𝗶𝘀𝗵𝗾 𝗮𝗻𝗱 𝗝𝗼𝗱𝗵𝗮 𝗔𝗸𝗯𝗮𝗿 Among all these brand and Bollywood collaborations, Tanishq’s partnership with Jodha Akbar stands as a shining example. The film provided a majestic backdrop for Tanishq’s stunning jewelry, perfectly matching the film’s narrative. The cherry on top? The regal role was played by the former Miss World herself, Aishwarya Rai. Tanishq didn’t just showcase its exquisite craftsmanship; it embarked on a journey of creativity. Two hundred artisans dedicated 600 days to craft the 400 kg of gold and precious stones used to recreate the grandeur of Mughal-era jewelry. The intricate process involved deep research into Mughal and Rajput motifs, including studies of 16th-century miniature paintings, private collections, and the Akbarnama. This grand effort beautifully reinforced Tanishq’s brand promise of “revitalizing tradition.” The result? A breathtaking collection named “Jodha Akbar,” featuring 400 products at various price points, translating into an astonishing profit line worth INR 250-300 Crore (INR 2.5 Billion). In this Bollywood magnum opus, Tanishq didn’t play a sidekick or an extra; it took center stage and shone brightly. Do you know of other brands that have taken the lead role in movies? Share your stories in the comments! #tanishq #titan #jodhaakbar

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Cab branding brings the city to life with creativity and motion, turning every ride into an opportunity for brand engagement , where every glance counts and impressions matter, advertising has taken to the streets in innovative ways. One of the most dynamic and engaging methods that have gained prominence is cab branding. As cabs weave through the city streets, they become moving billboards, turning heads and capturing attention. As cab Advertising continues to evolve and push the boundaries of traditional advertising, it exemplifies the fusion of creativity, mobility, and innovation in the ever-evolving landscape of modern marketing.Here, we look into the world of cab branding, exploring its various types, benefits, design considerations, challenges, and the exciting future it holds in the realm of modern advertising.

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Thanks ADGULLY, for capsuling this interview with Rashi Ray , on how #brands advertise during the festive season. #branding #advertising Read here: https://lnkd.in/gzRaDEnQ

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Had a wonderful discussion on the topic: The future of PR in the age of AI at the ADGULLY Imagexx2024. Great insights and learning from fellow panelists Bhaskar Majumdar Vandana Sandhir Dr Samir Kapur Dr Navneet Anand and Sanjeev Handa We all agreed that the relationship of AI and humans is symbiotic and technology needs to be embraced in PR as it is a value multiplier rather than a threat. People will need to upskill to learn how to use #AI to its advantage for sentiment analysis, data mining, hyper localisation, personalized communication etc. while using their time to analyse the data churned by AI to create more nuanced communication, build relationships with their audience, understand insights and build more personalized narratives. You can automate a process, but you can never automate authenticity.. You can see a glimpse of the discussion in the video. #imagexx2024 #AI #PR #corporatecommunications #collaboration #humans #machinelearning

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The one in which I spoke to Rahul Talwar on the life insurance category and how he is building brand Max Life Insurance Company Limited. Watch the latest segment of #BreakTheBox. ⬇️

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How many ads of individual AMCs exhorting us to do SIPs does one really remember? The branded recall of most would be really low (I have some individual estimates to corroborate this) and most brands try to push boundaries with every new campaign (like in other crowded categories). The No. 5 of #MyFive (only as per time-line) would be something we created with #FranklinTempleton many years back when SIP communication was still relatively in its infancy. Here we looked at SIPs from a lens of EMIs; how most EMIs are something we think are a huge burden and an outflow of big amounts. To be seen in a positive light, we positioned SIP as a #GoodEMI. This got us salience and also became a generic for the said transaction. Spanning two phases of a multi-media client, a highly passionate client, agency and production team did the following launch video. Hope the only EMI in your lives right now is the #GoodEMI. #MutualFundsSahiHai https://lnkd.in/dQdjv7pU

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Thanks Mediabrief.com & @bcwebwise for this feature. Interesting read about the new SEBI guidelines for unregistered finfluencers. #marketing #story #growth #sebi #influencers

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As the world is getting more and more digital, marketing which is essentially a process of reaching out, has also changed from traditional to digital media mix. The digital advertising spend has been around 30k crore last year and would easily cross 40-45K crores by the end of FY25. While digital marketing allows businesses to track and measure the results, how do we know what's good enough? What's an ideal cost per reach or CPM or CPE or ER for the campaign. While we do it based on our past campaign experiences and self benchmarking, is there any credible source or published report around benchmarks, especially in the Indian context? Do let me know your thoughts, would love to discuss this. #digitalmarketing #brandmanagement #benchmarking #successmatrix #marketing #advertising

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This raises a few key questions: How can traditional media stay relevant as digital takes over? As rural markets grow, how can brands speak to them in an authentic way? How do brands balance quick digital wins with long-term brand value? The landscape is changing fast. How are we adapting to this transformation? #DigitalAdvertising #AdvertisingTrends #MarketingInnovation

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LP 103 | OOH has surprised me as a medium that helps advertisers stand out in the digital advertising age. A recent Social Samosa article by Pranali Tawde highlighted the state of OOH advertising in India. Junaid Shaikh and Rupali Chavan shared some key points, while Chandan Mendiratta and Samyu Murali discussed their celebrated OOH campaigns. Brands have been attracted to OOH since dinosaur days due to its unique ability to reach consumers during their daily routines. It offers unparalleled visibility in physical spaces where digital distractions are minimal. Unlike the cluttered online advertising landscape, OOH provides a refreshing way for brands to cut through the noise. And DOOH is taking it to the next level with hyper-targeted advertising through advanced data segmentation and dynamic messaging. In the recent past, we've seen some incredible OOH campaigns like Swiggy's #WhyIsThisASwiggyAd made by Talented.Agency and AMAZON PRIME's Panchayat Lauki billboards created by Kulfi Collective, SoCheers, Initiative (IPG) and Trzy Innovationz. These not only boosted brand visibility but also sparked social and offline conversations. While the bigger agencies will undoubtedly explore this medium, indie agencies like mine won't be left behind. We're looking forward to 2025, ready to create unboring outdoor campaigns that blur the lines between traditional advertising and interactive, tech-driven storytelling. Motley is going OOOOOOOOOOOOHHHHH! #IndieAdAgencies #OOHAdvertising #MotleyIsUnboringAF #MeJasonMenezes

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It's no secret that the cricket season brings along with it a frenzied excitement that remains pretty unbeatable, particularly when it comes to search. In the 2024 season alone, Microsoft Advertising witnessed a surge of 31% in search interest. In key categories, this surge is as staggering as 120%! While they are emblematic of the nation's love for the sport, dramatic changes in search behavior present a rare opportunity for brands in these categories to reach high intent audiences. Through robust digital marketing strategies that help maximize impact and a calibrated omni-channel approach to gain competitive edge, there are several game-changing opportunities for advertisers here. So, how are you staying ahead of the curve this season? Tell us more! #IPL2024 #IndianCricket #Microsoft #DigitalMarketing #IPLseason InMobi https://inmo.bi/49ZHtej

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“MEASURE WHAT YOU TREASURE” is something that I really believe in and hence I keep repeating it quite often. In the latest episode of CoBB | Conversations on the Business of Brands, Sharavana came up with a logical extension to this appeal and spoke about different types of data points/ measurable and how they should be used. If you want to use data the right way, listen to our latest episode. Links in the comments 👇🏻 TL; DL (Too Long, Didn’t Listen) - 1. Understanding the context & requirement is paramount to know which data to measure and how to use it 2. Differentiate between - historical record, snapshot and forecast 3. Remember - not all metrics were created equal 4. Keep listening to COBB 😀

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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

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Well it feels good when people consider you as an expert of any field! It feels extremely satisfying when years of hardwork and experience starts paying off slowly but very effectively. Thanks Campaign India for letting me express my experience out and showcase my opinions ! Branding is not just a logo, it is an entire world of how you make your customers feel and how they actually feel! How customers centric approach actually makes or breaks CULT Brands! Do go through the article and let me know your thoughts in the comments!

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Zudio is an exceptional success story in an otherwise mixed retail/ecom performance of the Tata Group. India's glaring income inequality is unfortunate, but brings definite opportunities for businesses. Zudio, with 600+ physical stores and 80% of those in non metro locations, is a validation of the huge opportunity that lies beyond the top 1% of India. The rich are getting richer and some brands are premiumising to cater to them. Notable examples are automobiles, real estate and liquor. All three categories have seen average selling price surge over the last one decade, and more so post-2020. But a much larger opportunity, and perhaps easier to tap, lies within the 40-50 crore people who live in non-metro urban areas. Zudio has done exceptionally well in this context. With deep penetration in non-metro locations, it's bringing fast fashion to the true masses. These are places where qcom won't dare to reach, because the economies of scale won't work out due to smaller populations, preference for local brands and smaller skus, and lower order sizes. But despite 600+ stores and ambitious growth plans, I believe Zudio will only be able to capture a tiny share of the market. The market is huge yet fragmented, and at least 100 more brands should be ready to enter the fray and carve out their own share. This non-metro aspiring class of India is about to launch a relentless pursuit of growth, and brands that are ready to serve this market will win big in the years to come.

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