Viren Anand is the Co-Founder & member of the New Management team of Networkplay India. After completing his MBA, he started his career as a Traniee at Mudra Communication. He later moved on to become the Sales Manager at Yahoo India. In 2008, Viren Anand gave up his corporate career and decided to translate his experience and ideas into a business as he co-founded Networkplay Pvt. Ltd.

In mid-2014, Viren was appointed as the new management to take over the responsibility as Networkplay continued to increase focus on mobile & online video advertising and reinforce its position as India’s fastest growing digital media company.

In an exclusive interaction with India Digital Review, Viren talks about Networkplay’s  journey from the start, the emerging trends in digital marketing and the changing patterns of data consumption. 

How has the journey been since your start in 2008?

Any company’s journey is as individual as you are. Our challenges, opportunities and ambitions are unique and it’s a merry-go-round but it is an addiction. Achieving one goal motivates you to build another bigger and better goal. Goal by goal, step by step you create something called a company.

Networkplay was launched in late 2008 by ex-Yahoo Employees with a vision to build a platform which can give an advertiser a choice to know where their ad dollars are being spent. We were the first network to give in-depth details of every impression served across our network sites. The business policy was to be completely transparent and follow the punch line 'Nothing is blind anymore!’

Soon we could see the need gap for the Brand Spends and decided to bring top international names to the Indian market, LinkedIn, Investopedia to name a few. Being a brand Ad-Network, we were very clear with our strategy to sell audience and not inventory. Convergence, Continuum, Change - It is with this thought in mind that Networkplay approaches the future.

We understood the potential of a burgeoning Travel Ticketing & Transactional Audience and started the first Transactional Ad-Network. We also realized the convergence story offered by the onset of the DTH Revolution in the country. Our tie-ups with Airtel, Sun Direct and Videocon prompted us to offer DTH Brand Audience solutions, a first in the country for any ad-network.

Indian Digital market is still in its nascent stage with a rapid changing economy. Our strong belief in technology and deeper penetration of internet help us to drive our current and future strategies.  Our initiatives in Videoplay, content marketing, RTB, programmatic buying and innovation driven by technology signifies the ethos of the company and we believe we still have to evolve a lot for the future.

Tell us about the emerging trends in digital marketing industry?

India with 36% Urban and 10% rural internet penetration is digitalizing information at a rapid pace. 14% of it is coming from Mobile devices. With information becoming personal, brands have to think beyond promotional content. Brands will need to create user-centric content and go beyond traditional use of media.

With video eating into impressive share of display it’s not to be missed. Video and Infographic are leading the go-viral tactic.

With Mobile emerging as “the new desktop” it plays an important role in changing buying decisions. In today times, with information just a tap away brands need to engage more smartly with the prospective buyer.

Could you shed some light on the changing patterns of data consumption?

The data consumption is growing and the number of data users has also increased. Mobile internet traffic seems to be increasing every year at an expected rate of 18%. With rapid penetration of smart and feature phones the trend will soon shift to mobile data consumption. A new generation of “Mobile only internet user” is predicted to grow to 41% of overall internet consumption in 2015. Communication (Email, social media, instant messaging) will however be the most popular activity followed by information gathering and video watching (entertainment & information).

How do you plan to increase the sales and marketing ROI for your clients?

Precise Measurement and reach are the major reasons to make digital marketing the most cost-effective mode of marketing. Our exclusive tie-ups with international affiliate management tool Tradedoubler and initiatives in programmatic buying help our clients to achieve their marketing ROI goals. Networkplay reaches over 55% of the Indian Digital audience through our Internet and Mobile offerings.

Any client will have their own set of challenges and we provide tailored-made solution for each. We began working with major automobile players in offering a digitalized verified lead management system to help them generate qualified prospects for automobile purchases. We endeavour to go beyond our Media buying role when it comes to achieving ROI goals for our clients.

With the Indian digital space getting more competitive, what steps do you plan to undertake to retain & expand your digital audience base?

As stated earlier, Indian Digital market is still in its nascent stage with a rapid changing economy. With 36% penetration in urban cities and just 6% in rural there is large part of population yet to be reached. We expect major growth to come from rural market and we are getting ready for it. Our strong belief in technology enabling the future media buy will help us achieve our goal.

Where do you see yourself in the next 5 years?

Networkplay from its inception has always been at the forefront to nurture the Indian Digital Marketing ecosystem. Our commitment to bring international exposure to the Indian marketer and create solutions will help lead us to the future. We see ourselves as one stop solution provider for digital marketing creating opportunities across all digital touch points. We want to be the bridge to bring technology and digital marketing ecosystem together. 

 

 

Varun Jha is the Marketing Head at PayU India. He has extensive experience in brand management and marketing. He has worked with multinational organizations like Cummins Inc (Fortune 500) and Micro-Star International Co-Op. He has been the brand custodian of various B2B and B2C products in his previous organizations. Having worked in diversified industries like consumer electronics, IT and e-commerce, he is now a part of core team at PayU India. His responsibilities include marketing strategy, brand management, product marketing, research and communication.

In an exclusive interaction with India Digital Review, he talks about videos as a form of consumer engagement and the uptake of PayU Money’s mobile wallet so far.

How does the digital medium - both internet and mobile figure in PayU India’s plans to reach out to consumers?

PayU India has offerings in both B2B and B2C space. Depending upon the customer category (whether B2B or B2C) we choose the relevant digital media. For instance we invest good sums into search engine marketing, affiliates, videos (customer testimonials), digital PR, email marketing to acquire new merchants for our payment gateway services (B2B). The marketing team generates a huge pool of inbound merchant leads. In fact, we have been able to increase our lead count from digital sources by almost 300 per cent y-o-y.

When it comes to promote our B2C products like PayUMoney wallet, we invest a decent chunk into social media channels and display advertising. We run marketing in a very scientific way, we analyze humongous data points to gauge consumer behavior and customize our communication effectively. Data slicing and dicing helps in remarketing audiences, personalized communication, increasing efficiency and optimizing our spends. In fact we do a lot of A/B and multi-variate testing of our communication, website pages and campaigns in order to make sure that we strike the right chord with the customers.

With new engagement forms such as videos coming up on Internet, what are your thoughts on visual brand building exercises on internet in India?

A good video with strong content and script not only ensures that a brand is being heard but the brand name is being shared on the internet. Viral videos mean an opportunity on social media to engage the consumers on a one on one basis. In fact video sharing websites like Youtube and Vimeo are very high impact channels because the kind of reach they provide to a brand with very minimal spends helps in getting great ROI. In fact a lot of youth entertainment networks like TVF and AIB have topped the Youtube India’s chart with record views and shares. This is a new form of entertainment and engagement for Indian consumers who otherwise only had options like TV and cinema. Many FMCG brands are even offering advertising deals to such youth online networks. There is a clear shift from TV viewing to online viewing and mediums like social media can be an alternative to TV in times to come.

Tell us more about renaming PayUPaisa- the flagship product of PayU India- to PayU Paisa.

Renaming PayUPaisa to PayUMoney was a simple rebranding exercise in order to make our product globally ready. While the word paisa is restricted to the Indian context, we thought of including a term that has no geographical constraints. Also we have recently rolled our B2C offering which is the PayUMoney wallet and wish to invest a lot of marketing dollars to create the brand equity for PayUMoney over the next few years. Renaming the brand after such heavy weight marketing push would have involved huge marketing spends in rebranding. Thus, it was wise decision to rebrand PayUPaisa as PayUMoney from both perspectives i.e. brand building and global aspirations.

Which international markets can we expect PayUMoney to launch in by the end of 2014?

It’s bit early to comment. You would be hearing announcements officially when we will enter new markets.

Will PayU India be venturing into international markets by itself or with local partners for respective markets?

PayU India is an integral part of the global media conglomerate – Naspers Group. PayU is already present in 13 countries across four geographies.

Mobile is being seen as the 'next big brand and communication tool' but still very less amounts are being spent on this medium. What’s your take on this?

The mobile is undoubtedly the next big thing not only in India but across the globe and it will become the primary device in comparison to tablets and notebooks very soon. However India is still a feature phone penetrated market with smartphones constituting only 10 percent of the total mobile phone users.  Ad spends on a medium are in proportion to the kind of reach that medium has and in case of smart phones the reach is quite less as of today. Having said that, the smartphone penetration is expected to pick up by 52 percent y-o-y but it is quite early for marketers to invest heavily in mobile advertising.

As and when penetration of smartphones will follow a J curve, we shall witness heavy spends in location based marketing, display advertising, precision targeting and 1:1 engagement with the target audience.

How is PayU India using the social media to promote this campaign? And otherwise, how important is social media to promote your brand in India?

For a payments company like us, social media is a critical piece in the entire marketing value chain.  We are always in search of high reach and high engagement channels where we can run our buyer awareness programs and social media platforms do provide us excellent engagement opportunities. In fact the kind of 1:1 connect that we get through such channels is beyond comparison to others. While the overarching goal on social channels is to build a strong consumer brand, yet we use different social platforms for different purposes. For instance on PayUMoney’s Facebook page is more about running consumer activations, factoids, inforgraphics, quizzes and customer testimonials for consumer interactions and we post interesting pictures and videos for engagement. While our Twitter handle comes handy for service marketing, attending merchant and customer queries, new announcements and product updates.

In my opinion, social media keep brands on their toes. While brands are always interested in gathering high talking points and maximum coverage, negative sentiments and inability to respond to the intense queries in low TAT can be detrimental and harms the brand persona. Social channels become even more important when one is dealing with consumer payments because if anything goes wrong, these channels are the fist places where consumer will give a shout.

PayU India recently launched its wallet service. How has been the uptake of the service so far?

PayUMoney is accepted on more than 8500 ecommerce websites which makes it the most widely available wallet service in the Indian e-commerce industry. It is accepted on brands like Goibibo, Bookmyshow, Redbus, Tradus, Rechargeitnow, Ferns n Petals, Groupon, Travelyaari etc. PayUMoney wallet addresses the need of consumers for a better payment solution which is convenience, wide acceptance and rewards. PayUMoney accepts inputs from all major credit cards, debit cards and Net banking accounts. The intent is to allow users to pay through usual payment options, reward them with cashbacks and in the process we promise to deliver a quick and awesome payment experience to the user. It has only been three weeks since the wallet launch and so far we have observed encouraging number of user registrations for the service.

Any plans to make it a semi-closed wallet anytime in the near future?

Whenever a consumer pays on the web through PayUMoney, he gets an instant cashback into his PayUMoney account. The consumer can then use this accrued cashback as a discount in his very next purchase. Moreover the consumer gets an assured cashback into his PayUMoney account on every purchase. This is how money gets accrued into PayUMoney account as on date.

Right now, the focus is only on building a digital wallet which has a high degree of merchant acceptance and high degree consumer adoption. Semi-closed wallet system is definitely on the cards and will be rolled out soon.

Are anymore new offerings lined up for 2014?

PayU India is known in the market for its innovation leveraging technology and cutting edge products. In the process we keep on adding new features which helps in making online payments simpler and convenient. In 2013-14 financial year we rolled out PayUMoney tools like webstore, webfront, email invoicing and free payment gateway for the long tail merchants and SMEs who otherwise find it very difficult go online and collect payments. We have seen an amazing traction in this category with over several thousands of merchant registrations Q-o-Q. We then launched a payment settlement solution for marketplaces and Release on delivery (RoD) payment method for CoD customers in the second last quarter.

As of now, we have just come out with our wallet service with a focus on offering a great value to online buyers in terms of ease of purchase, rewards and trust. Payments is a hard business to do and especially in a geography like ours where consumer behavior is so dynamic and volatile, new products will find their space in the market as long as they deliver an awesome value preposition to the customer.

Amarjit Singh Batra is the CEO of OLX India. He joined OLX in 2009 and has played a founding role in the establishment of OLX India and the horizontal free online classifieds industry in the country.

Amarjit has diverse management experience spanning nearly two decades of which the last 12 years have been in the Indian Internet space. Prior to joining OLX, Amarjit spent 5.5 years with Baazee/eBay India where he was part of the senior management team. He graduated in Industrial Engineering and has an MBA from University Business School (UBS), Chandigarh. He is the member of the Online Classifieds committee of Internet and Mobile Association of India (IAMAI).

In an exclusive interaction with India Digital Review, Amarjit talks about OLX’s journey from the start, mobile as a platform of brand communication and getting more people to use online classifieds.

OLX has recently been judged as India’s top online advertiser with 1.38 billion display ad impressions. What would you say is the USP of OLX?

OLX brought and developed the idea of online consumer-to-consumer (C2C) classifieds in India at a time when horizontal classifieds were unknown in the country. Our journey from the market maker to the market leader has been an overwhelming one because we have had the vision to do things differently, and to invest in the innovative ideas at the right time. As the market maker for online C2C classifieds in India, we have leveraged advertising to create awareness about our brand, to educate the user about the potential of selling and buying used goods, and how easy it is to transact used goods on OLX. A lot of thought and planning has gone into all our ad campaigns because we essentially used them to break the long existing habit of stocking used goods that are not needed. Our strong position in the Indian consumer’s mind of being ‘the best place to buy and sell used goods’would be our strongest USP in this journey. 

Another example of our leadership thinking is the early launch of the OLX mobile app. We are today the number one buying and selling app in India, with more than 6 million downloads across different platforms. The response to our app has been phenomenal even in tier 2 and tier 3 cities.

The content on our website is one hundred percent user generated. OLX never posts ads on behalf of its users by taking ad details through call centres, SMS, or any other medium. This ensures that the content on our website has higher quality, and keeps us free of any legal implication that might come one’s way when one posts ads on behalf of users.

Our focus on the C2C market, when others in the industry including the traditional classifieds are focusing on B2C classifieds, also sets us apart. OLX.in’s strategy is to keep growing in a way that helps connect buyers and sellers, while helping unused goods find users.

Do you feel that online companies should build their brand on traditional media and acquire customers online? Is brand building possible on Internet?

Online and offline media are both integral to the process of brand building. In the case of OLX.in, our activities are a balanced mix of online and offline strategies. We have used the offline media very strategically at different points to create awareness about the brand and the services OLX.in offers. The response to our television ads has been incredible, with our tagline ‘OLX Pe Bech De’ striking a chord with people all over India. This demonstrates how closely our users associate themselves with the brand.

Online is a very strong tool for branding, especially for an online company, but it has its limitation for brand building. The Internet population is on the rise in India which means that no one can afford to ignore this medium. But, companies that need to build a differentiated brand proposition would benefit from TV, if done correctly.

At OLX we have been using digital in tandem with traditional medium. We have not shied away from using Youtube to communicate with our users. We have a series of videos that educate the user on how to use OLX, giving them important tips in just five seconds! We have recently started video testimonials that share success stories of users using OLX that have received remarkable response. These testimonials are running online as well as offline. We also use online display adsthat work especially well with the first time users and for acquisition.

How has been the uptake of OLX on the mobile platform? What percentage of the site’s traffic comes from mobile?

Mobile is an integral part of the selling and buying experience offered by OLX.in. The OLX.in app recently surpassed 6 million downloads in India to emerge as the most popular buying and selling app in the country. The ease and the simplicity of the app has made it the preferred classifieds app across all demographics, and particularly popular among the new Internet users.

Mobile contributes more than 60% of overall traffic of OLX.in. It is tremendously popular among big cities and sees regular visits from tier-2 and tier-3 cities, growing at 700% in 2013 alone.

Mobile is being held as a great medium for brand communication, but still, very less amount is spent on the particular medium. What is your take on this?

Mobile advertising is still maturing, and will become much bigger than what it is today.  Even digital advertising took a lot of time to get accepted before brands started diverting meaningful spends to it. Similarly, advertisers are currently experimenting with mobile advertising and learning about how it can be useful for their brands.

In the next couple of years, we can expect more advertisers as well as larger spends being allocated to mobile. The reason is that mobile Internet is booming in India and is currently driving Internet penetration, with many new Internet users using only the mobile to go online. So, soon enough brands will start finding unique audiences on mobile, thus increasing their spends on the medium.

What is the business model of OLX?

The business model of OLX is based on advertising done through contextual and display, as is the case with most high traffic websites. Paid value-added listings, in which, for a small fee a user can get greater value and better position on the search results for his/her ad listing, is also part of OLX’s business model.

However, at the moment we are not offering the paid value-added listing as we are focusing on growth and not monetization. Our current focus is on improving customer experience and trust. Also we want to promote the listings from Individual sellers, which is the core target group for us.

What answers do you seek from your digital advertising agencies and digital media partners while promoting your brand on Internet?

Our digital advertising and digital media agencies are an integral part of our strategy, and we work very closely with both of them. With the digital advertising agency we focus on user education and creating awareness about OLX, its benefits, and how it is the most convenient way of buying and selling. They also help us ascertain the right triggers that will help users come on OLX.

With our digital media partners, we seek their help to build category specific communication, and demographic specific communication. This helps us broaden our regional reach, improve the experience for the existing users, while connecting us with new ones. For example, if we want to target users looking for cars, then our digital media partners can help us with targeted campaigns.

How do you see your marketing objectives aligning with what the online medium offers from two years down the line?

As an online company, our growth is tied closely to the growth of Internet.  Increasing number of people going online, and growing mobile Internet penetration are factors that are certainly going to aid our business. However, we believe in creating a 360 degree marketing approach with a balanced focus, and therefore we will continue to use traditional media.

We have significant traffic coming from mobile so our usage of mobile advertising is expected to grow. We are also using social media to tap into consumer conversations and build a buzz for our brand, and we also expect this to grow.

What is the current user base of OLX? How do you plan to get those people on board who are not yet using online classifieds?

There was no marketplace for used goods before OLX entered the market and developed it. Our experience has taught us that there was always a strong need for a used goods marketplace in India. People merely needed to be educated about the value of the goods they were stocking, and required a convenient way of selling. It was an uphill task to create that market for used goods, but today we are the largest used goods marketplace in the country. Our monthly page views touched 850 million in November 2013, demonstrating the kind of user engagement no other classifieds website in India is experiencing.

Now that people know about OLX as a brand, it will be much easier for us to get the non-users on OLX. People have seen the value and benefits of OLX in the last couple of years, so we no longer need to convince them about the brand. We are going to remain focused on C2C. We will continue to use TVCs, and online and offline campaigns, to educate our user about OLX. Through TV we have already reached out to all non-users and we will gradually convert them to becoming OLX users in the months to come.

We will also leverage mobile. The app is a great way to sell on-the-go and is already helping us attract new users.

Which according to you have been some of the most exciting ad and online campaigns that the OLX has initiated for its brand so far?

A lot of insight and research goes into creating marketing and advertising campaigns at OLX. Our aim is to create a real connect with the audience, and all our campaigns reflect this endeavor.Some of our top online campaigns this year have been:

Youtube Pre-roll Ads Bech De Tips Campaign: OLX started 2013 with the objective of reinforcing the ‘OLX Pe Bech De’ proposition by reaching out to a larger audience. Youtube, because of it’s growing popularity and reach, seemed like the perfect platform for this. However, the challenge on Youtube was that the user can skip the ad after five seconds. This pushed OLX to develop the first of its kind Youtube Pre-roll Ad campaign in India. OLX decided to create twenty thirty second Ads that communicated the brand message in just five seconds.

Ghar Baithe Dua Kamao: This was an online initiative close to our heart as all proceeds from this initiative went to NGO Touch for education of children in rural India. In December, 2013 OLX.in partnered with Bigg Boss 7 to give users the opportunity to buy their favourite Big Boss 7 contestants’ personal belongings online. The initiative called ‘Ghar Baithe Dua Kamao’ was a huge success, allowing users to not only buy the belongings but also giving them the opportunity to earn the blessings of children in rural India.

How has been the growth curve for OLX in 2013?

We have seen extraordinary growth and response in 2013. From a little known brand, today OLX has become the largest used goods marketplace in India with about 850 million page views every month, and growing at a fast pace. We strengthened the reach of ‘OLX Pe Bech De’ tagline this year through our various online and offline campaigns.

Another significant achievement of 2013 was attaining market dominance. We managed to capture 60% market share of the Indian horizontal classifieds space underlining our leadership and continuous exponential growth. Additionally, in the last one year our page views have grown at nearly 400%, our listings by more than 400%, and our visits by almost 200%.

Vikram Nalagampalli is the Founder and CEO, Voterite Software Private Limited. Vikram Nalagampalli is an entrepreneur and a returning NRI with over 15 years of leadership experience in enabling change, leveraging technology in Corporate America.  Genesis of Voterite began with Vikram’s recent journey back to his home country and had to go through a hard realization of various facts that every citizen is rightfully entitled for.  Vikram very quickly decided to leverage his expertise in enabling change using technology. Hence began the first phase of Voterite journey, which is all about electing the right leaders and providing a platform for constituents and leaders to engage.

Prior to starting his own venture, Vikram has been associated with organizations like IBM, Stryker, Blue Cross Blue Shield, Cinergy Technology in various roles.

In an exclusive interaction with India Digital Review, Vikram talks about the challenges he faced in creating Voterite and why he chose social media to bring about change.

Firstly tell us what gave you the idea to come up with Voterite?

Voterite is all about bringing accountability and transparency in democracy and enabling a platform for citizens to not only voice their opinion but also collectively solve their problems in their neighborhood. 

We broke the journey of Voterite into 2 phases:

Phase 1 (Launch): Better India needs better leaders and Voterite’s vision is to fix the problem at the grass root level which can only happen by empowering citizens. Hence, we start with the first phase of our journey to provide a platform where citizens can influence elections through peer-peer campaigning. 2014 is just the beginning of a very important milestone in political landscape. For the first time in India educated youth can alter the result in over 170 MP constituencies.  Voterite is an attempt to talk the language of the youth leveraging social media and influence them to actively participate in re-defining the way leaders are elected.

Phase 2 (Mid 2014 Launch): Bringing Accountability in Democracy- Even the great leaders need feedback to measure themselves. Voterite is a citizen’s platform that enables two way engagement between constituents and elected candidates. Voterite aims at providing a means for citizens to join hands and resolve their problems in the most efficient manner.

Why did you choose social media to bring about the change?

Social media is India is growing at an exponential rate and is predicted that India will be the world’s largest user of social media by 2018. Political landscape is also changing in India for good with India going to be the youngest nation in the world by 2018. Voterite is a platform for citizen engagement that can talk the language of the youth and is targeted to become India’s largest citizen engagement portal that connects citizens with elected bodies and induce accountability in the most democratic way.

What were some of the challenges you faced before the site went live?

Starting the site was not easy and we were faced with many hurdles, the following being a few of them:

• • Connecting the gaps across the four social networking sites.
• • Connecting and compiling information pertaining to 48,000 candidates and 4,663 constituencies.
• • Connecting the offices of all the elected bodies and nominated bureaucrats across India (work in progress).

How has been the site faring so far with both the voters and the leaders?

We saw a huge momentum in the Delhi election and since the Delhi election; we have been steadily growing with increasing participation from both leaders and voters.

Is Voterite on mobile as well? Which of the platforms is driving more traffic to the site- internet or mobile?

Voterite mobile will be launched this month. During the Delhi assembly elections about 28 per cent of the users were accessing the site via mobile devices.

What is the revenue model of Voterite?

Currently, Voterite’s revenue is coming via social analytics and sentiment analysis at the constituency.

Do you fear that the site’s traffic may take a hit once the election fever subsides?

We expect the site traffic to go significantly up after the election as we launch the phase 2 of our journey.

Share with us your vision for Voterite two years down the line.

Voterite will be positioned as India’s largest citizen engagement portal that is set to bring in a difference with regard to accountability and traceability in democracy.

Wasim Basir is Director, Integrated Marketing Communication for Coca Cola India. He joined the India Business Unit in mid-2010 and the Coca Cola system in China in September 2009 as the Marketing Activation Director, Coca Cola (China) Beverages Limited.

Wasim has an extensive experience of sixteen years in Advertising & Consumer Activation across leading firms and with the Coca Cola system. Prior to his current assignment, Wasim has been successful in variety of challenging assignments such as Group Executive VP for Re-diffusion Y&R in India, Managing Director for Red Lounge in China, Group Business Director for McCann Erickson in China and Group Brand Director for Leo Burnett in China.

In an exclusive interaction with India Digital Review, Wasim talks about branding possibilities on the internet and the need to create interesting content to engage consumers.

How does the digital medium - both internet and mobile figure in Coca Cola’s plans to reach out to consumers?

The digital medium figures very aggressively in our plans. This is one of the foremost mediums that allows for a two way communication, all other mediums are only one way. This is a medium which helps us engage with the consumers, hear back from them and go back and forth with them. This is clearly what we need to do today and tomorrow. One way messaging era is over and most of the marketers are now moving to two way communication- talking to the consumers, listening to their feedback and engaging with them.

Do you think branding is possible on internet?

Absolutely! It is possible using connectivity to talk to your consumers, pushing your content to the consumers and engaging them with your ideas and stories. Look at the work we have done, starting with Coke Studio. 35 million views on Coke Studio, consumers go look for music in digital world.

Consumers are interested in expressing themselves. Sprite is a brand that exemplifies the ability to express yourself when you have clarity in your mind. Look at Sprite Teen Till I Die, 5 million views in almost 2 months. Its YouTube channel has 310 videos, 110 of them have been made by the consumers. So not only brands are making content, even consumers are making content.

Look at the work we are doing on Fanta for example. Fanta integrated graphic novel in creating engagement through Facebook and gamifying the experience of Fanta. Look at the work we are doing in terms of just tactical messaging with Coca Cola where we are trying to give people various expressions of Coca Cola whether it’s Republic Day, Independence Day or a festival or just Friendship’s Day and Mother’s Day and getting people to think about a brand and consume it in that way.

Look at the work that Thumbs Up is doing in trying to use its celebrity assests and pushing the content it creates.

There are huge possibilities and huge success stories that we have.

Coca-Cola’s ‘Open Happiness’ has received overwhelming happiness, can you share some of the most exciting online campaigns that the company has initiated so far?

If you look at the work we did last year with Small World Machine where we put a machine in Delhi, India and one in Lahore, Pakistan and people could interact through the machine. Once people on both the sides touched their hands on the screen and traced a sign, a Coke would drop on either sides and they could share it. That in itself was a big messaging for Coca Cola using this medium. 

When we launched ‘Crazy for Happiness’ campaign last year, we did what we called ‘random acts of kindness wall’ and a lot of people starting posting photos on that wall.

Coca Cola has a formidable presence on social media with over 78 million Facebook fans and Twitter fan following. How crucial is social media for the brand?

It’s very very crucial! In fact some of our research has told us that a person who has taken the pain to like us on Facebook is several times more likely to buy a product than a person who has not. Some research also suggested that the probability is up to 10 times. So it’s very crucial as we are trying to get more and more people to consume the portfolio of our products. It is impossible that they will like us unless we become a part of their lives.

In your category, visual brand building works the best. With new engagement forms such as videos coming up on internet, what are your thoughts on visual brand building exercises on internet in India?

We learnt extensively through Coke Studio and Sprite Teen Till I Die. The idea of a video is not to put just any video out there. If the video is good enough and it is the content I am interested in I am going to want to see that. Otherwise just a normal post is good enough. We must be not forget that the internet speeds in India are not that fast right now, so a post actually works better than asking somebody to click on a video and then wait for three minutes to get the message.

Having said that, there are people who actually go and consume a lot of videos. Through Facebook and YouTube analytics you can find out who those people are. If those are the kind of people you want to talk to then you can push your video content to them.

There is a lot of flexibility available. So I would not say one medium over the other or one form over the other, all forms exist, all forms are valid and all forms have consumers.    

What answers do you seek from your digital advertising agencies and digital media partners while promoting your brand on internet?

My only question to them is: Are you creating ideas that are interesting enough? If you are not interesting and share-worthy, the consumer is not going to bother with you. That’s the only thing I demand from them. How, what, why’s..all of those get taken care of, but if you are not interesting enough, I don’t need the idea. I do not login into my Facebook account to listen to a brand, I login to it to connect with my friends. If a brand can become a friend and actually add to the day and make my life interesting then I will share that brand’s message.

What innovations would you as a brand; want from online publishers in the country?

More flexibility is what I want. A little bit more data mining and more analytics. Currently, the analytics that are available are at a very surface level. We must appreciate the medium we are in. Within the permissible limits and without impinging on the privacy laws, we must get a little bit more granularity about who are the people consuming our content, who should we be talking to and what’s the best way to reach them because what we also don’t want is to disturb people when they don’t want to be disturbed. Getting a bit more knowledge about your end target will be good. This is not a spray and pray medium, so fine targeting will be my biggest demand from them.

People are speaking about mobile being a great medium for brand communication, but still, very less amounts are spent on the particular medium. What is your take on this?

I do not know if anybody has ever cracked the model of what to do with mobile. We need to ask ourselves what are the options available on mobile. Close group SMS, WAP ad push etc., that’s where the money goes and all of us know that we are shooting a little in the dark right now. How many people see those? How many people click through those? Yes they get served because the first screen that opens up is WAP screen of the mobile service provider. An ad served there is as effective as me getting an SMS. But do I even know how to read an SMS? We all know the literacy rates in our country. We have to be respectful of the options available before we start talking about such little money spent on this.

But trust me I don’t think there is any marketer out there who is not thinking about mobile. Maybe there is not going to be one solution on mobile and there will be multiple solutions. Those solutions will probably be customised to fit the marketing needs.  Money will come in, it may not show in numbers as of 2013 exit numbers but trust me a lot of money will come in.

How do you see more traditional advertisers like you embracing the digital medium now?

I have given you examples. If you go and look at them I think you will certify that we have embraced the medium already. But the challenge to us will continue to be how we can be more interesting and more share-worthy with every passing day and year.

How do you see Coke’s digital spends moving this year - in terms of growth and focus?

Positively. Our spends are going to increase.

How do you see your marketing objectives aligning with what the online medium offers from two years down the line?

We are evolving, we are in partnership, in conversation and in collaboration with all the major publishers, content producers and with the media agencies. I think we are in a good space. We are in tune with what’s coming our way in the next 12-18 months and we will be evolving accordingly.

Manish Seth is the Director- Sales and Marketing at Bacardi India Pvt. Ltd. Prior to joining Bacardi he has been associated with Seagram, Airtel, Cargill India Ltd and Perfetti Van Melle in various capacities. Manish has experience ranging across sales, brand management, trade marketing and business management.

In an exclusive interaction with India Digital Review, Manish talks about Bacardi’s newly launched marketing campaign ‘Bacardí Untameable Since 1862’, the response to the campaign so far and the importance of  mobile as a brand communication tool for Bacardi.

How does the digital medium - both internet and mobile figure in Bacardi’s plans to reach out to consumers? 

Digital is a very important medium for BACARDI as it allows for direct and two-way communication with our audience on an ongoing basis. This has been reflected in our previous campaigns as well as properties such as BACARDI NH7 Weekender, The Dewarists (A DEWAR’s Initiative), etc.

With respect to our campaign ‘BACARDI UNTAMEABLE SINCE 1862’, our digital push was done in quite a disruptive fashion with a massive roadblock including live mobile TV applications and the internet covering 25 per cent of India’s digital audience in 1 day. 

Bacardi recently launched its digital campaign ‘Bacardí Untameable Since 1862’. Why the need for this new global positioning of the brand? How has been the response to the campaign so far?

With the 'BACARDÍ: Untameable Since 1862' campaign, we are consciously moving away from our association with beaches and parties to overlay a more emotionally relevant standpoint. We are linking the history of the brand with the current reality of our audience's lives.

The campaign takes the BACARDÍ brand back to its origins in Cuba, and the brand essence of BACARDÍ -an Irrepressible Spirit- draws from more than 150 years of the BACARDÍ family's uncompromising passion triumphing against challenges such as earthquakes, distillery fires, revolution and exile. This brand essence fits in perfectly with the lives of today's Millennial/Gen Y consumers, who continue to pursue their passions despite great uncertainty and a slowdown in economic growth. The time is right to tell this legendary story and we are proud to showcase this to our consumers in India.

We also have a new visual identity and a typeface inspired by the Cuban Art Deco style of the early 1900s. Our new logo as well is a creation inspired by BACARDÍ bat hand drawn designs from the early 1900s. Our new logo stays true to the integrity of the original symbol representing good luck, good fortune and family unity.

With a robust multimedia campaign across TV, OOH, Print, Internet etc, the campaign is unmissable and receiving highly positive reviews from consumers and followers on social media as well. When the campaign was launched on the digital medium, we saw a result of 60 million impressions in a single day. The activity over-delivered by over 20 per cent (target was 50mn) with a 100 per cent SOV on targeted sites. It also received a phenomenal response on Facebook: 21,000+ likes; 1200+ shares and 500+ comments on launch day. The new Bacardi’s journey in India has begun in a truly untameable fashion!

For the digital medium, what marketing initiatives are lined up for this new campaign on the digital medium?

While a concerted push on taking the Bacardi Untameable Since 1862 campaign to a large set of audiences shall continue on all digital and social platforms using the television commercial, we shall simulatneously apprise the BACARDI social media followers with greater details on BACARDI’s history and products. Subsequently we shall also try to communicate how the concept of Untameable is contemporarily relevant to today’s youth.

The BACARDI Untameable Since 1862 campaign was launched on 24th December 2013 with a first of its kind digital roadbloack across India’s top 10 Internet sites (drawing nearly 25 per cent of India’s internet traffic) and mobile TV networks. The campaign was spread across Times of India, Economic Times, ZigWheels, Gaana, IndiaTimes, Facebook, and YouTube among many others. The ‘take over’ consisted of a 10-seconder pre loader talking about Irrepressible Spirit of the brand through headlines such as ‘Exiled, Outlawed, Imprisoned and Always Free’.

This has been followed by a 30-day digital engagement and sustenance campaign on across top 10 video sites and social platforms.

How is Bacardi using the social media to promote this campaign? And otherwise, how important is social media to promote your brand in India?

Social media is very important to us and has been for our existing properties as well. We saw a phenomenal response on Facebook on the launch of ‘BACARDI Untameable Since 1862’. We are looking forward to more engagement on this medium in 2014.

People are speaking about mobile being a great medium for brand communication, but still, very less amount is spent on it. What is your take on this? How is Bacardi leveraging the medium for the promotion of ‘Bacardí Untameable Since 1862’?

We believe mobile is the future of media and content consumption and hence we have been very active on the mobile front for the BACARDI Untameable Since 1862’ campaign launch.

Our unprecedented digital roadblock consisted of roadblocks on mobile TV applications- Zenga TV and Ditto TV. We received a 100 percent share of voice across the leading mobile video platforms. The campaign was spread across mobile applications such as Gaana app, Times of India app, Economic Times app and YouTube mobile. BACARDI is constantly looking at innovations across mobile platforms.
A large part of our social media content is also widely consumed on mobile. We are consistently looking for great innovations across applications on iOS, Android, Windows, etc.

How do you see Bacardi’s digital spends moving this year - in terms of growth and focus? 

We are going to spend aggressively on digital with a close to 70-80 per cent increment on our previous year spends. We see digital becoming a lead medium for communication over the next 3-4 years.

What answers do you seek from your digital advertising agencies and digital media partners while promoting your brand on internet?

The biggest question and challenge that we have for our agencies is how do we convert the impressions, exposure and engagement on the digital medium into product trial and consumption. This is a difficult piece of the puzzle with which all marketers are grappling and we intend to work towards building a module of digital medium that directly translates into product consumption.

How do you see more traditional advertisers like you embracing the digital medium now?

The digital medium is ever growing and we have seen encouraging responses on this front in the past. We foresee more focus and look forward to creating interesting and engaging content on this medium in the coming years.

How do you see your marketing objectives aligning with what the online medium offers from two years down the line?

As discussed earlier, online medium is a very important medium for BACARDI as it allows for direct and two-way communication with our audience on an ongoing basis. Today, with technology advancements and the rise of social media, we are continually working to effectively engage with our audiences. And as I said earlier we look at digital as the lead medium for us in 3-4 years.

Achal Shah is the Senior Vice President and Head - Marketing and NRI Services at TimesofMoney, a digital payments and remittances service provider. With over 12 years of experience in product management, strategic alliances and digital marketing, Achal currently spearheads all the marketing functions for the company including brand, customer acquisition, corporate communications, usability and navigation etc.

Prior to handling marketing, he has worked across different functions and managed strategic alliances and internal sales strategy at TimesofMoney.

Achal also heads the NRI Services business under the brand Window2India. Having set up this initiative from scratch, Achal is responsible for creating and driving a range of products and services to fulfill the needs of NRI customers.

In an exclusive interaction with India Digital Review, Achal talks about the new offerings that TimesofMoney plans to launch this year and the company’s growth so far.

With new engagement forms such as videos coming up on Internet, what are your thoughts on visual brand building exercises on internet in India?

According to me, digital branding for most categories is a very critical element that cannot be done away with under the guise that it is not ‘performance-based’. Digital Branding in fact is a pretty effective tool to further enhance the metrics of performance-based advertising.

To give you an illustration, assume you are acquiring a lead for Rs. 100 through your search campaign on a spend of say Rs. 1,00,000. Now, it is a normal trend that within your search campaign, the best performing and often most cost-effective keywords are either the brand name or slight variants of it. This is because the consumer is aware of your brand and looking for it hence, he has a higher propensity to convert. Plus, your brand name probably has the highest quality score on search due to which your cost-per-click is generally significantly lower than what others can get for your brand name, which means a lower cost per lead too. More brand searches percentage-wise mean higher volume of leads at a lower cost.

This is where digital branding comes in. While T.V, print etc. would also in some way influence brand recall and indirectly the searches, there is still a significant gap between viewing (the brand) and action (search), due to it being on two different media. Increasingly, primary research for most brands is done online. Also, the targeting levels and significantly lower costs that digital offers compared to traditional media are a huge advantage in favour of the former. 

How has been the response so far to sending money online? Have digital payments been adopted completely by NRIs?

Over the years, the responses have changed and consistently improved in line with the changes in overall consumer behavior online. Since the time we created the online category in 2001, the adoption has been pretty impressive.  In the markets that we cater to like the U.S, U.K, Australia etc., we had an advantage in the sense that the Non-Resident Indian (NRI) was already exposed to doing a lot of his/her transactions online. Sending money online was a logical extension as it had huge upsides for the consumer from the convenience, price and transparency point of view.

Today, a good chunk of these NRIs have adopted the digital payment option to send money.

Mobile is being seen as the 'next big brand and communication tool' but still very less amounts are being spent on this medium. What’s your take on this?

Generally, there are two broad objectives to a digital campaign. Branding (through display, video etc.) to create awareness and acquisition (through search etc.). Mobile is however, a slightly different medium to reach these two objectives. Having said this, it is a very powerful medium aiding a lot of consumer decision-making.

The current spends maybe comparatively low due to the limited inventory, relatively newer medium, not entirely fitting into branding or acquisition objectives etc. But this will change as the opportunities it offers are limitless. From being able to directly connect a prospect on voice to the power of the reach that it offers vis-à-vis the more evolved online media, it is going to have a big say in any brand’s communication campaign.

Tell us about your mobile specific services.

Our entire website is mobile compatible, which means we have a device-friendly site making it easier for the user to navigate on the go. Apart from this, we also have a hybrid app for both iOS and Android devices.

How important do you think is the social media for your brand in India?

Overall, in my view, social media is a good surround strategy to make your presence felt across the different media that the consumer uses. However, as a performance metric it is both early days and also very specific to the industry you operate in. If you are in a more conventional, money-related business you can’t show the same exuberance that a lifestyle brand can on social media.

More importantly, the name ‘social network’ means that the user needs his/her space and that as a brand you cannot be overly intrusive. Striking the right balance is the key.

Specific to our social strategy, we have presence across all the various outlets and we try to communicate to the user segment rather than hard-sell our service. We will continue to build critical, organic mass and engage with them on a selective basis.

Tell us about your most successful digital media ad campaign so far.

We have been in the digital business since over 13 years and digital media has been our bread, butter and jam! We are one the rare purely online service whose cumulative marketing spends would be skewed towards digital in 90:10 ratio.

As a result, we have had to ensure our digital strategy is spot on. It’s difficult to pinpoint a specific campaign but a lot of our campaigns have been well received over the years. However, there are two obvious benchmarks of our work over the years. One is the response from the consumer. Second is competition. As the torchbearers of this industry, we have seen that on a lot of occasions, our campaign strategy has been replicated by competition, which is an endorsement in itself.

Tell us about some new offerings that we can expect from TimesofMoney in 2014.

Again, as the leaders in the space, the onus is on us to consistently evolve the digital remittance space. And 2014 is going to be no different. We have a line-up of faster, more efficient payment modes in our existing markets.

We also have some new, previously uncharted markets on our radar, where we would be going live within the current year. Mobile will see a lot more action especially in our managed services business.

How has the company grown in terms of number of customers? If you can share numbers.

Global cross-border remittances have been a constantly growing industry over the last decade and a half and so has the power of the Internet. Since we are in the cusp of both these rapidly growing segments, we have grown at 25 per cent CAGR Y.O.Y., in our retail and institutional businesses over the last decade.

A well-known name in the industry, Jaspreet Bindra is the CEO of Getit Infomedia. Prior to joining Getit Infomedia, he was the Country Head for Microsoft India –Internet business and was a part of the founding team for Baazee.com – now known as eBay India. Jaspreet is also involved with different start-up accelerators. Using his expertise of working in the MNC environment coupled with his tryst with the startup ecosystem he took on the reigns of Getit Infomedia as its CEO.

In an exclusive interaction with India Digital Review, he talks about his journey so far at Getit Infomedia and the importance of digitization for SMEs.

You are close to completing a year with GetIt Infomedia Services. How has the journey been so far?  

I joined Getit Infomedia in February 2013 and since then it been a roller-coaster ride, filled with tonnes of exciting moments. The past few months have been a great time of change, focused at building Getit as the leading platform making local businesses digitally discoverable. This journey had started with building a star team. Together, we have created some exciting products and have also established some strong partnerships with Google, Nokia, VeriSign and Yahoo. And we are sure with a great team, a superior product proposition, and leading partners, 2014 will be filled with successful milestones for GetIt.

GetIt offers a gamut of digital products and services, which platform do you think drives in more traffic- internet or mobile internet?

Getit Infomedia has a gamut of digital products and services. Both our platform – internet and mobile are doing well, however, with the growing evolution of the mobility in the country, we see mobility driving a lot of the global businesses and therefore emerging as a stronger platform for us. However, we will continue focusing our energies on both and will try and get the best of both the worlds.

What is the business model of GetIt Infomedia?

At Getit Infomedia, we follow the freemium model that entails all our basic products and listings which are free for the SMEs, helping them to be discoverable and also free for the consumers to search for the right SME. With more than 6 million SMEs in our database, this model offers a win-win situation for both the parties. The paid model is for the premium listings on platform like web and mobile and also for lead generation for the SMEs.

Early in 2013, GetIt acquired YellowPages and AskMe from Network 18. How would you say GetIt has been able to value add to these two?

The combined entity formed by the acquisition of Infomedia is known as Getit Infomedia. The acquisition of the company has brought in with it the legacy of its brand AskMe. And with this, we have two very strong brands in our portfolio – Yellow Pages and AskMe, thus creating a symbiotic relationship between the two, complementing and adding value to each other. This relationship has helped Getit Infomedia to bring on-board a robust digital DNA and a robust business model.

Comparing digital to print, which one is a greater source of revenue for GetIt?

As mentioned earlier, mobility is one of the key drivers for us today. The digital portfolio of Getit Infomedia is catering to its mobile consumers making it a greater revenue generator.

At a time when India's internet penetration is only growing, how far do you think is digitisation important for SMEs?

According to a recent FICCI report, India is stated to have 300 million internet users by 2015, out of which 3 million would be SMEs. Currently 51 per cent SMEs use online advertising, 49 per cent SMEs own websites and 27 per cent SMEs engage in e-commerce. These numbers are a clear indication of the importance of digitisation for the SMEs as a tool to expand their businesses. With almost the entire population connected via web of internet and mobile, a digital presence is essential for businesses to get discovered, interact with the consumer and lead to a transaction which results in their growth.

Can we expect any new acquisitions happening in the near future?

Nothing as of now, however, we will share any updates when we do so.

Mobile is being seen as the 'next big brand and communication tool'. How can SMEs leverage it as a marketing tool?

Rightly said, mobile is being seen as the 'next big brand and communication tool'. From SMS to apps, to mobile SEO and QR codes, mobile as a platform has the ability to connect with the masses. Mobile as marketing tool is being used world over especially by SMEs due to its targeted reach and affordability. As a platform SMEs can utilize this tool by reaching out to the consumers through mobile apps, m-commerce, WAP sites and in app advertising.

How has been the uptake of wap.GETIT.in?

WAP has been becoming omnipresent in handsets, with virtually all mobile subscribers having full web browsing capabilities. With mobility as a key theme today, most of the users consume infotainment through their phones. Bridging the gap, Getit Infomedia had formed a strong WAP platform- WAP.Getit.in. Today it has been bringing in one-third of the traffic across all our portfolios. 

Share with us the furture plans of GetIt Infomedia.

Our plan is to build a platform that will digitally empower SMEs to be discovered, interact with the consumers and results in transactions. We have innovated and reinvented the processes to create customized bundles for the consumers. We also aim to create some great mobile first products.

With 2013 coming to a close, team IDR looks back and reflects at the work done over 2013. We present the most read content pieces from each of our content categories, which attracted highest number of page views in 2013.

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Vaibhav Agarwal is the Co-Founder and MD of FabFurnish.com, an e-retailer of designer furniture, furnishings, decor items and kitchenware.

A graduate from IIT Guwahati and MBA from The Wharton School, University of Pennsylvania, Vaibhav’s leadership has translated into significant growth for FabFurnish.com, in a short span of time. He oversees all marketing activities and initiatives at FabFurnish.com. Prior to FabFurnish, he has worked with Renault and Groupon.

In an exclusive interview with India Digital review, Vaibhav talks about the response of Indian consumers so far to the nascent segment of furniture in e-commerce and the future plans of FabFurnish.

Online furniture industry is relatively new to India, how has been the uptake of the site so far?

Online furniture buying is a very nascent segment and we are proud to be the leader in developing this category. We, initially, had concerns over the touch-and-feel factor involved in furniture buying, especially in Indian market scenario. However, the traction we have seen in last one year has been very encouraging. The size of the market, increasing percentage of women now shopping online and our first mover advantage – all present significant opportunities for us. This is why, we have gone on to become India’s largest online home store in terms of visitors, collection and customers served to date. As per latest Comscore data, our traffic is more than 2x our next online competitor. 

What is the current size of the online furniture market in India and which way do you think is it headed two years from now?

While the largest organized player is only $200-300 million, Indian home furniture & furnishing market in itself is worth more than $15 billion with an annual growth rate of over 10 per cent. So there’s a huge potential to build a scale business in this segment.

What percentage of this share would you say is captured by FabFurnish?

 We are just getting started and with our focus on building an exhaustive assortment and excellent customer response, we can we have a substantial share in the online home shopping segment.

What is your target group? Any significant consumer trends or patterns you may want to share?

An urbane homemaker, in the age-group of 26-45 years, who is well-informed, and has a taste for good living would be our ideal target consumer. We see people are increasingly becoming comfortable with higher ticket size, pre-paid transactions online.

What differences do you see in the response to your site if you compare the metros with tier-2 cities?

The response and engagement of customers from both metros and Tier 2 and 3 cities is quite encouraging. Metros lead the march in terms of biggest markets. However, the recent months have seen a marked growth in online shopping in Tier 2 and 3 cities, especially in decor and bed and bath category. We have always focused on catering to mid segment consumers via our product selection and price range. We have coffee tables ranging from Rs. 2990 going up to Rs. 19,990. So, we are really catering to a broad consumer segment.

There are a considerable number of sites selling furniture online. What would you say differentiates FabFurnish from others?

 There are quite a few reasons that give us an edge over our competitors - our large and contemporary assortment of more than 25,000 products, thorough product display with 360-view of every product, and convenient payment options that even include part-payment option. Add to it, our good customer services. In a nutshell, we have tried to deliver quality to our customer in terms of both – product and services. 

How do you manage your logistics?

We have partnered with top logistics providers in India as well as manage it in-house in leading metros.

Please share with us your plans for future.

We aim to grow our current assortment of 25,000+ products by 100 per cent over the next 3 months. Our clear objective is to ensure that customers keep coming back to us for all of their home needs.