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Brand building on internet has not yet succeeded in India: Hitesh Oberoi

According to Hitesh Oberoi, managing director and CEO, Info Edge India (Naukri.com), brand building on internet is still not a successful concept in India. “We used TV (Hari Sadu campaign) to build our brand and this helped Naukri to gain new employees and when we went out for business, most of the HR managers in other companies identified us easily.

According to Hitesh Oberoi, managing director and CEO, Info Edge India (Naukri.com), brand building on internet is still not a successful concept in India. “We used TV (Hari Sadu campaign) to build our brand and this helped Naukri to gain new employees and when we went out for business, most of the HR managers in other companies identified us easily. Even our investors knew about us well through our TV campaign, though 80 per cent of our media spends go to internet,” Oberoi said while speaking at a panel discussion titled ‘Justifying Digital Budget in a Marketing Campaign’ on the first day of Ad:Tech New Delhi, held at The Leela Kempinski in Gurgaon on April 27-28, 2011.

According to Oberoi, the app economy is developing and that might help the growth of online brand building in India. Sandeep Vij, CEO, DDB Mudra was of the opinion that traditional advertising agencies are adopting to digital slowly and they should realise fast that big brand advertising is gradually moving online.

Agreeing to this, Ravi Kiran, former CEO, South Asia, Starcom MediaVest Group said that ‘discussing how much on digital’ consumes much of the marketer’s time than results and the old marketers should be made understood that they are not ‘cool’ if they are not on digital.

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