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With improving consumer sentiment, this year GroupM anticipates significant growth across various media channels during the festive season. TV and Print are expected to grow at high single digits, driven by investments in non-fiction programming on TV and impactful formats in Print. 

This festive season, out-of-Home (OOH) advertising will also see healthy double-digit growth, driven by increased mobility and outdoor activities during the festive season. "The key drivers behind this growth include improved consumer sentiment, increased disposable income, and the desire to celebrate and spend during the festive period. Digital media, with its ability to offer precise targeting and measurable outcomes, is likely to receive the most significant share of the budgets, followed by TV, Print, and OOH," states Ashwin Padmanabhan, Chief Operating Officer, GroupM, South Asia.

In a chat with Storyboard18, Ashwin Padmanabhan, Chief Operating Officer, GroupM, South Asia discusses how advertisers are allocating festive ad budgets across different platforms during this festive season, the best return on investment between news channels and General Entertainment Channels (GECs) and more. 

Edited excerpts:

Given the increasing fragmentation of media consumption, how are advertisers allocating festive ad budget across different platforms?

Our planning process and the choice of media and platforms are driven by the media and business outcomes we need to achieve for our clients. This involves understanding the audiences we want to reach and the actions we want them to take. Given the need to break through the clutter and drive meaningful actions, we see a strategic mix of investments across various platforms. Traditional impact media like TV and Print continue to play a crucial role, especially for broad reach and brand building. TV, with its high-impact non-fiction programming, and Print, with its credibility and reach, are essential for creating a strong brand presence.

On the other hand, digital media is indispensable for both branding and driving direct actions. Digital platforms offer precise targeting and measurable outcomes, making them ideal for engaging with specific audience segments. Social media, search engines, and programmatic advertising are key components of our digital strategy. Additionally, the rise of Connected TV (CTV) and Over-The-Top (OTT) platforms provides new opportunities for advertisers to reach audiences who are increasingly consuming content online. By leveraging a combination of traditional and digital media, we ensure a comprehensive approach that maximizes reach and engagement.

Can you share estimations of growth in digital, CTV, Print, OTT growth during the festive season. What are the key drivers behind this growth? Which media channels will get the most budgets?

With improving consumer sentiment, we anticipate significant growth across various media channels during the festive season. TV and Print are expected to grow at high single digits, driven by investments in non-fiction programming on TV and impactful formats in Print. These traditional media continue to be effective for broad reach and brand building, especially during festive times when consumers are more receptive to advertising.

CTV and OTT platforms are poised for substantial growth, benefiting from the increasing popularity of non-fiction programming and the launch of new shows. The convenience and flexibility of these platforms make them attractive to both viewers and advertisers. Overall, we expect digital media to grow between 15-20% this festive season. The short window of the festive period means that the intensity of spends will be higher, with advertisers looking to make the most of this peak consumption time.

When comparing news channels and General Entertainment Channels (GECs), which platform has seen a higher increase in ad rates for the festive season? Which one is the best bet for advertisers?

We are observing an increasing demand for GECs, which has led to some amount of price hardening. GECs offer a diverse range of content that appeals to a broad audience, making them highly attractive to advertisers looking to reach a wide demographic. The festive season often sees a surge in viewership for GECs due to special programming, festive shows, and family-oriented content. News channels, while are still important, the demand for news channels tends to be more stable, driven by the need for timely and relevant information. However, during the festive season, the entertainment value and mass appeal of GECs make them a better bet for advertisers looking to maximize their reach and impact.

For advertisers, GECs provide an excellent opportunity to connect with a diverse and engaged audience. The festive programming and special shows create a conducive environment for brand messaging, making GECs a preferred choice for many advertisers during this period.

What are the emerging trends and innovative strategies that advertisers are adopting in their media planning for the festive season?

Brands are increasingly adopting an omnichannel approach to engage and connect with consumers, reflecting in our media planning strategies. This approach ensures that brands can reach their target audience across multiple touchpoints, creating a seamless and integrated experience.

Interactive ads, such as shoppable videos and augmented reality, are gaining popularity for their immersive engagement, while influencer marketing helps brands reach niche audiences with authentic messages. The rise of programmatic advertising allows for real-time bidding and precise targeting, ensuring ads reach the right audience at the right time. Additionally, with growing consumer awareness about sustainability, brands are incorporating eco-friendly messages and practices into their campaigns, resonating with conscious consumers. By leveraging data and analytics to deliver personalized content and offers, brands can create more relevant, impactful, engaging, and memorable experiences that resonate with consumers during the festive season.

Out-of-Home (OOH) advertising will also see healthy double-digit growth, driven by increased mobility and outdoor activities during the festive season. The key drivers behind this growth include improved consumer sentiment, increased disposable income, and the desire to celebrate and spend during the festive period. Digital media, with its ability to offer precise targeting and measurable outcomes, is likely to receive the most significant share of the budgets, followed by TV, Print, and OOH.

GroupM predicts record festive growth for TV, Digital and OOH

According to McDonald’s India (W&S) CMO Arvind R P, the past decade has been all about digital, which has meant a proliferation of platforms and has helped marketers in more ways than one can imagine. But along with that has come an over-emphasis on performance marketing, which he cautions against. 


Instead, he says, one should not forget the principles of successful brand marketing, for there’s simply no better way to build brands and businesses other than broad reach campaigns with emotion and rich storytelling. "This is the only long-term and sustainable way of building brands and businesses," he adds. 


Arvind devotes a part of his weekends towards upgrading his knowledge of marketing. Apart from reading books and listening to podcasts over the weekend, Arvind also catches up on papers published by Australia’s Ehrenberg-Bass Institute.


“The others who I follow a lot and read regularly are Les Binet and Orlando Wood, who have written extensively on marketing and advertising,” Arvind said, during an interview with Storyboard 18. 


Edited excerpts:


In your free time, what kind of marketing-related content do you consume? 


I keep some time on Sundays to catch up on the latest in marketing. One of the areas I focus on is the work done by Australia’s Ehrenberg-Bass Institute. I try to catch up on the papers that they publish. I'm a big advocate of evidence-based, as opposed to theory-based, marketing. 


The others who I follow a lot and read regularly are Les Binet and Orlando Wood, who have written extensively on marketing and advertising. For me, it’s a mix of reading books and listening to audiobooks and podcasts.


Where do you get your social media fix from? 


I largely get it from X (formerly Twitter) and Instagram. I use X for news and to understand what's going on in the world. I depend on Instagram for interesting content from influencers, etc.


What were the last five videos you viewed on any social platform? 


In the last few days, there are two songs in particular I have listened to. One is Tauba Tauba from the film Bad Newz. And a Tamil song called Kasu Panam.


I follow James Hoffmann, barista and YouTuber, for various coffee hacks. Hoffmann is a coffee expert and I catch up on how to brew the perfect coffee at home, how to best use a moka pot, etc.


I love ghazals and listen to them regularly, especially Jagjit Singh. Over the weekends, I try to watch content on YouTube from political thinkers like Pratap Bhanu Mehta, philosophers, etc.


Who are your favourite creators and what draws you to them? 


When I was a kid, I used to watch a lot of Superman and characters from Marvel. Then I lost interest. But one creator and story I remained interested in was the whole world of Star Wars. The depth of the characters and the way the story is told makes it immensely watchable, regardless of age. 


What is your sport or fitness routine all about? 


Many years back, I used to walk every day. But for the past few years, it's been all about gyming. Even while traveling, I try to make it to the gym. When I'm doing cardio, I'm able to catch up on some audiobooks and podcasts.


What are your weekends like?


My weekends are full of lazing around. But my ideal weekend would be me and my family going out to either see a movie or dine at some restaurant that we’ve planned ahead for. Recently, my family and I were at Masque restaurant in Mumbai, and we really loved it.


My gym routine remains unbroken even on weekends. Then there’s streaming movies, serials, etc.


Any work or life hack you swear by? 


For me, it's all about living your passion. As long as you're living your passion, that keeps you going. For example, one of my passions is formal learning for myself and my team. Sometimes I conduct a session, sometimes I get somebody from outside the firm to conduct one. 


What are you reading? Any recommendations? 


In the last few weeks, one of the most fascinating books I have read is The Tyranny of Merit, by Michael J. Sandel. He's a Professor of Philosophy at Harvard.


He's written many books on the tyranny of merit and how meritorious people have such hubris that they look down on those who are not as successful. One might feel one has arrived in life, but one should have empathy, treat people with respect.


I'm also reading a book on Buddhism, Dust on the Throne: The Search for Buddhism in Modern India, by Douglas Ober. He's written about the evolution of Buddhism in India over centuries, especially the last one. 

 
The book I’ve just finished is Better Brand Health: Measure and Metrics for How Brands Grow Old, by Jenni Romaniuk, a Professor at the Ehrenberg-Bass Institute. Her book is on consumer research, how one typically does consumer research, what are the pitfalls, and how one can improve. 


What's your advice to avoid personal and professional burnout? 


Live your passions. At work, as long as you are able to identify your passions, what keeps you going, you should be fine.


A piece of professional wisdom you would like to share with next gen marketers? 


In the past decade, everything has been about digital. And digital has helped marketers in more ways than one can imagine. Digital means a proliferation of various platforms.


But in digital, there's an over-emphasis on performance marketing, and my biggest advice to the new generation of marketers is not to forget the principles of successful brand marketing. There’s no better way to build brands and businesses other than broad reach campaigns with emotion and rich storytelling. This is the only long-term and sustainable way of building brands and businesses. 


What's the best advice you have got in life? 


I started my career at TVS Motor Company. My mentor there gave me two pieces of advice at different points in time and I still remember them. The first was on diversity. He always talked about how he's got different thought processes going on in his team, that he always got feedback from different perspectives, which he considered before making a decision.


I find that quite invaluable and try to replicate it. When one thinks of diversity, one just thinks of gender, but there’s also diversity in terms of people from different parts of India, or people with different skill sets. Someone thinks from an analytical perspective, someone thinks from a brand perspective, etc. Diversity of thought is crucial. It enriches discussions and helps one arrive at better decisions.

 
The second advice he gave was not to give up easily. That came at a different stage in my life, when I was going through challenging times.


Read More: <a href="https://www.storyboard18.com/brand-makers/enjoy-what-you-do-and-who-you-work-with-lance-bennett-mercedes-benz-india-40463.htm">You will never win by focusing on the rearview mirror: Lance Bennett, Mercedes-Benz India</a>

Digital has brought an over-emphasis on performance marketing: Arvind R P, McDonald’s India

The OTT streaming market in India reached a new milestone last year, with around 707 million internet users actively engaging with OTT audio and video services, according to the ‘Internet in India’ Report 2023. Accessible high-speed internet, rapidly increasing internet users and widespread adoption of digital payments fuelled the demand for these already existing OTT platforms in India.

hoichoi, a subscription-based OTT platform focussing on Bengali content, was launched in 2017 by SVF Entertainment. Co-founded by Shrikant Mohta, Mahendra Soni, and Vishnu Mohta, the platform hosts over 600 Bengali movies, 150+ original web series, short films, and documentaries.

hoichoi has approximately 13 million subscribers in over 100 countries. It aimed for a 50-75 percent revenue increase in FY23, with about 40 percent of its direct revenue coming from international markets. The company has partnerships with Vodafone and smart TV brands such as Samsung, Amazon Fire Stick and Roku.

"hoichoi is India's first language OTT platform, operating in Bengali which has a huge addressable market in not only India but internationally as well. Despite a post-COVID market correction, we continue to experience growth, with a current year-over-year increase of 50 percent. Our sustained success can be attributed to a sustainable business model built on limited funding, says Soumya Mukherjee, Chief Operating Officer, hoichoi (India & Bangladesh).

"Internationally, our monthly retention rate exceeds 82 percent, demonstrating strong user loyalty. In India, where the payment ecosystem is less mature, we measure retention based on the percentage of users who renew their subscriptions within six months. Our goal is to retain approximately 60 percent of our Indian user base," adds Mukherjee.

While West Bengal remains hoichoi's core market, over 45 percent of our users come from other regions of India. "Internationally, although our subscriber base may be smaller, it contributes significantly to our direct revenue due to the global spread of Bengali communities," he states.

hoichoi's priority markets include the US, UK, Australia, and Canada, followed by regions like Malaysia and the Middle East, which are experiencing rapid growth.

What makes hoichoi thrive is the high completion rates of its shows and franchises, often reaching 80 percent. "We define binge-watching success as 65-75 percent of users completing a show, and most of our top shows fall within this range," says Mukherjee.

hoichoi's franchise characters are key to driving viewership. Social dramas and detective series are among its top-performing genres, while the platform also explores niches like mytho-horror, and crime.

In addition to direct subscription revenue, hoichoi has diversified its revenue streams through bundling partnerships and initiatives, such as Hindi dubbing of its Bengali shows. Mukherjee points out that hoichoi's extensive original content catalogue, including Hindi-dubbed versions, has contributed significantly to its revenue, especially in the Hindi market.

"While hoichoi does not have traditional ads on its platform, we work with branded content to create tailored content that resonates with our premium Bengali user base. This strategy has led to a 200 percent increase in advertising revenue compared to the previous year," states Mukherjee while addressing hoichoi's ad spends.

"hoichoi's average revenue per user is not the sole metric we consider. We also focus on customer lifetime value, which exceeds 2,500, a substantial amount compared to industry standards," he says.

Although hoichoi primarily caters to the 30+ demographic, the 50+ segment has shown the most significant growth. In terms of gender, Hoichoi's audience is more balanced with a male-to-female ratio of 60:40, compared to the industry average of 80:20.

While addressing what makes hoichoi stand out in the OTT market, Mukherjee emphasizes that hoichoi's competitive advantage lies in producing over 160 original shows in Bengali and securing premium theatrical movies. hoichoi is also exploring new content formats to stay ahead in the evolving OTT market.

Read More:<a href="https://www.storyboard18.com/brand-marketing/meghalayas-bah-paul-on-how-the-states-first-ott-platform-hello-meghalaya-empowers-local-creators-36989.htm">Meghalaya's Bah Paul on carving space for the state's OTT platform Hello Meghalaya amidst streaming giants</a>

hoichoi achieves 60:40 gender balance; 200 percent ad revenue growth

Jockey’s ‘Freedom or Nothing’ campaign in collaboration with Wieden+Kennedy reflects the younger generation’s perception of freedom in life, The innerwear brand's current market penetration is around 17-18% for men’s innerwear and 6-8% for women’s innerwear with metro cities witnessing the most demand. Typically Jockey spends 3.5 to 4.5% of its revenue on advertising. The plans for this year are also in the same range, according to Nihal Rajan, CMO, Page Industries.

While addressing ways to increase market penetration, Rajan shared, "Currently, there is emphasis on expansion of Jockey Exclusive Stores nationwide, coupled with a robust enhancement of our distribution network. We are dedicating substantial time and resources to fortify our online sales channels including marketplaces and diving into Q-commerce, ensuring a seamless and comprehensive market presence."

Rajan also delved into how Jockey is developing a range of products that aren't just fleeting trends or seasonal fads, the significance of merging cricket with fashion and more. 

Edited excerpts:

How does "Freedom or Nothing" embody the spirit of individuality and self-expression beyond the workplace?

While "Freedom or Nothing" initially focused on the workplace, its message today extends far beyond the workplace. 

The narrative explores the idea about having the freedom to be authentic at any point in time. Given that our younger audience values authenticity and freedom of expression without constraints, Freedom or Nothing was an attempt to resonate with them and align Jockey's product range with this philosophy, offering comfort, confidence and the ability to be who you are. 

Young consumers today are increasingly conscious of social responsibilities. Given that, how does Jockey connect with those values?

As a brand and also as an organization, we are very mindful of the fact that not only the young consumer but also the larger and wider audience today seem to be a lot more socially and environmentally responsible, and also very aware of what is happening around them.

At Jockey and Page, we have also led that same philosophy across our partners, facilities, and workspaces. Wherever we are, there is 100% implementation of the right policies across different levels.

Jockey is not only invested in using eco-friendly substrates and materials but also in implementing eco-friendly processes and involved in multiple activities that positively influence our social fabric as well.

I feel the connection that we are building with the consumer will only get better because they have a wider awareness about the impact that each of the brands, especially fashion, is having on the environment.

How is Jockey expanding its offerings to cater to this evolving demand while staying true to its core brand identity at the same time?

We look at both authenticity and comfort. Based on consumer feedback, we have noticed an increasing demand for versatility. While our range of innerwear delivers comfort and experience, Move by Jockey focuses more on athleisure. We also offer a range of adaptable everyday clothing that elevates the essentials. We are continuously developing a range of products that address consumers' needs and aren't just fleeting trends or seasonal fads.

The campaign during the T20 World Cup seemed to be a strategic move. Could you discuss the significance of this placement and the multimedia campaign approach?

All of us know that cricket moves the nation. Therefore, in that sense, there couldn't have been a better event and platform for Jockey to market its product range.

We wanted to reach out to as many people as possible, and that's the reason that we chose this association with T20 and multimedia. It is important because each of these channels does deliver very unique output as you look at it from a delivery point of view, and hence we ensure that there's a balance in our efforts between TV and digital. The campaign's effectiveness, especially during India's strong performance in the series, proves this strategy is working well.

Innerwear brand Jockey focusses on digital amidst quick commerce boom

For most marketers, podcasts are their go-to medium for staying abreast with current affairs, upgrading their knowledge and adding value to their positions. That’s the case with Amit Doshi as well. The Britannia Industries chief marketing officer (CMO) is a self-confessed fan of the medium, and religiously tunes in to The CMO Podcast by Jim Stengel, who among other things was the CMO of Procter & Gamble. Listening to him, said Doshi, has offered him much-needed perspective on refining his responsibilities in his field.


It's not that Stengel is his only source of information. In a conversation with Storyboard18, Doshi said, “I am a big believer in the way Gary Vaynerchuk thinks about attention and how brands need to change their playbooks. Prof. Scott Galloway and Kara Swisher are the other absolute favourites. Over the years, their podcast has helped me keep a tab on all that's changing and in their absolutely inimitable style.”


Edited excerpts:


What are your favourite quotes on marketing and leadership?


Over the last several years, there are a few I have heard from several leaders and peers that have stuck with me. Those would be:


a. There are no boring brands, only boring marketers. 


b. Ideas are common, execution is not.


c. Change before you have to.


d. Victory belongs to the most tenacious.


In your free time, what marketing-related content do you consume?


I like listening to a few podcasts. The CMO Podcast by Jim Stengel helps me with perspectives from global CMOs. It has helped refine my understanding of the role and its priorities. GaryVee is my go-to content stream for new-age marketing. I am a big believer in the way Gary Vaynerchuk thinks about attention and how brands need to change their playbooks. Prof. Scott Galloway and Kara Swisher are the other absolute favourites. Over the years, their podcast has helped me keep a tab on all that's changing and in their absolutely inimitable style. 


Where do you get your social media fix?


Instagram doomscrolling and LinkedIn, of course. I do enjoy a few subreddits too, the ones related to my interests. 


What were the last five videos you viewed on any social platform?


a. Currently streaming The Lavari Show on The Comedy Factory.


b. A few videos about Graham Thorpe, the cricketer.


c. An interview with Col. Shivender Kanwar.


d. An episode of Talking Watches on Hodinkee.


e. Re-runs from The Paris Olympics.


Who are your favourite creators and what draws you to them?


That's a super-tough question. There are so many talented creators and one keeps discovering new ones every now and then. There are some that have truly stood the test of time. Zakir Khan, Lex Friedman, Marques Brownlee, Unfiltered by Samdish, Smita Prakash (ANI), Gaurav Kapoor (Breakfast With Champions), Neelesh Misra (The Slow Interview), Amit Varma… The list goes on. 


Of late, it has been a treat to listen to Shekhar Gupta (The Print) and Saurabh Dwivedi (Lallantop). Our Indian cricket team champion and Britannia brand ambassador R. Ashwin has been an absolute revelation, too. Their authenticity and their distinctive tone of voice have been the reasons that they've been so successful over long periods of time.


What is your sport/fitness/wellbeing routine?


I practice a blend of mobility exercises and strength training, usually over the weekend. Watchful eating helps me keep in control of my daily calorie intake and over time, thanks to my coach, I've been able to evolve a formula that works for me. I try to pack in some minutes of mindfulness every day, whether it's a short bout of meditation or brewing my own coffee in the morning.


How does your routine weekend go? What does your ideal kind of weekend look like?

A fun train ride with the family to discover a new part of Bengaluru, my cheat meal of the week and a couple of good workouts. That makes for an amazing weekend. A trip to the local gaming arcade with my son Anay is a stellar bonus!


What are you watching or streaming this weekend?


Over the weekend, I invariably find myself hunting for the latest Malayalam movies. My latest movie watches include the National Award winning "The Play" and the recently released "Aavesham". I am usually streaming multiple things at once. Currently I am catching up with the latest series of "Gullak" and binge watching “Lavari”, a series of episodes by a quartet of super-talented artists from Gujarat. 

 
Any work or life hack you swear by?


What gets resourced gets done—time, people, money 


What are you reading? Any recommendations? 


I enjoyed reading "The Anatomy of Humbug: How to Think Differently About Advertising" by Paul Feldwick. Kawal Shoor, founding partner of The Womb, introduced me to this book. It introduces the reader to the historic roots of our common and often contradictory beliefs about advertising. 

Having said this, I don't read much. I might be stating an unpopular opinion here. I sometimes feel that conventional "reading" is overrated. I am an audiovisual person and would rather watch a movie, listen to a podcast or walk the streets. 

 
What's your advice to avoid personal and professional burnout?


This has not come easy to me but I've got better at this over time. My first advice is to find a job that you enjoy doing and an organisation that is a fit for your personality. It is easier said than done but is half the battle won. Managing burnout is an everyday practice and I believe in the 3 'S's—sleep well every day, switch off every week and set right every year. Setting right involves re-evaluating one's priorities and calibrating life choices accordingly.


A piece of professional wisdom you would like to share with next-gen marketers?


The world is changing rapidly and will continue to do so. Staying curious is necessary but not sufficient any more. The future will belong to brands and marketers who respect the past but also have the courage to challenge it. And if you have the opportunity, have the bias for action and not debate. 


What's the best advice you've got or heard on "life"?


Rather uncomplicated advice
 

● It is what it is and…


● You've got to do what you've got to do 


Read More: <a href="https://www.storyboard18.com/brand-makers/enjoy-what-you-do-and-who-you-work-with-lance-bennett-mercedes-benz-india-40463.htm">You will never win by focusing on the rearview mirror: Lance Bennett, Mercedes-Benz India</a>

Jim Stengel’s ‘The CMO Podcast’ helps refine my understanding of the role : Amit Doshi

About 90-95 percent of Indians still prefer to visit local businesses where they can interact with the service providers, bargain, and build relationships despite players like Urban Company and Yes Madam existing in the market, says Shwetank Dixit, Chief Growth Officer of Justdial, a local business search platform.

This is particularly true for services like haircuts, where personal touch and trust are important factors, and this is where Justdial steps in, he said.

"The top 11 cities used to hold the majority of Justdial's revenue in terms of geographic distribution. However, there has been a major increase in traffic and revenue from Tier 2 and 3 cities in recent years. While these cities may take time to surpass the revenue contribution of the top 11 cities, their growth rate is much faster," Dixit said.

Today, Justdial's revenue primarily comes from vendor partnerships. "While we have recently started advertising to vendors, it currently accounts for a negligible percentage of our overall revenue. Our focus remains on driving user traffic and connecting them with relevant vendors," Dixit added.

Justdial, originally known for its voice search service, recognised the growing importance of digital platforms and became an early adopter by launching its website in 2007.

Justdial's revenue grew 23 percent year-on-year (YoY) to Rs 1,043 crore in FY24, while operating profit surged 152 percent Yoy to Rs 216 crore and net profit jumped 123 percent to Rs 363 crore. 

In the first quarter of FY25, Justdial recorded its highest-ever quarterly revenue of Rs 280.6 crore, up 13.6 percent while net profit grew 69.3 percent to Rs 141.2 crore.

Mobile-first approach

Justdial has also jumped on the trend of increasing mobile usage and implemented a mobile-first strategy. "85 percent of our 181 million visitors in the first quarter of FY25 accessed our services through mobile devices. While voice traffic has decreased to around 3-3.5 percent, it still constitutes a substantial portion of our user inquiries," he added.

The most popular categories searched on Justdial include healthcare, home services, products, and local businesses while some of the top-performing categories are restaurants, packers and movers, pest control, beauty services, mobile phone dealers, and AC repairs.

Even though Justdial predominantly serves local businesses, it also attracts advertising from larger brands like Dr Batra, DHL, Metropolis Healthcare, and Castrol.

Targeted advertising 

Dixit stresses that one of Justdial's core competencies is its ability to offer highly targeted advertising. Businesses can specify their desired locations, ensuring their ads are only shown to relevant users. This coupled with Justdial's comprehensive analytics, provides useful insights into campaign performance.

Although Justdial's advertising spend has remained relatively consistent in the past year, with an allocation of around Rs 24-25 crore, the company has shifted its focus towards quality leads and user experience. "Instead of simply driving traffic, Justdial now aims to ensure that users are more likely to contact its paid vendors," Dixit said.

Technological innovations

Additionally, Justdial has invested significantly in technological advancements like AI and ML, OCR technology, page speed optimisation and review summarisation.

“We don't use AI like as a gimmick like most,” he said.

The challenges associated with something as "simple" as review writing are significant, according to Dixit. "Many users, particularly those with limited English proficiency from Tier 2 and 3 cities find it difficult to express their thoughts effectively. The fear of being judged or criticised for their writing skills further discourages them from sharing their experiences,” he said.

Justdial introduced an AI-assisted system to simplify the process by presenting users with a series of simple yes/no questions. Based on a user's responses, the AI generates a review that can be edited and submitted.

One of the challenges faced by Justdial was identifying fake businesses and removing fraudulent reviews. By analysing business activity, review patterns, and other data points, Justdial was able to detect and remove fake businesses and reviews.

According to Dixit, the Catch-22 here is that to address these issues, some platforms offer incentives for writing reviews. However, this approach often led to an increase in fake and misleading reviews. Users were more likely to write reviews for rewards rather than based on their genuine experiences, compromising the authenticity and reliability of the review content.

To prevent fake reviews, Justdial requires users to link their reviews to mobile numbers. This makes it more difficult for individuals to create multiple fake accounts and write numerous reviews for the same business. Additionally, Justdial uses data analysis techniques to identify and remove suspicious reviews.

Justdial says 95% of Indians still loyal to offline stores, sees faster growth in Tier 2 and 3 cities

Brand Mercedes-Benz is synonymous with excellence. Mercedes-Benz, which clocked its stellar three-decade run in India, will be transforming 25 retail outlets into luxury boutiques by 2024.



Lance Bennett, Vice-president, Sales and Marketing, Mercedes-Benz India, in a conversation with Storyboard18, shared his tips on how to avoid burnout.



“Exercise, sleep and eat lots of raw rather than processed food. With a busy life, it’s easy to drop these but I’ve found that I’ve to maintain them to stay on my A game. We’re also helping our customers find the right balance through our MeLife nationwide tour. Our agents are hosting curated events to educate customers about wellness and mindfulness.”



Bennet also shared a couple of professional life lessons: remain passionate about work and be open to opportunities that come your way.


Edited excerpts from the interview:


If you can list five of your favourite quotes on marketing and leadership? 


I strongly believe in focusing on the customer and providing the best experience ever. Most of the quotes that resonate with me are in this vein. Innovation is a work in progress and it holds the key to stay ahead. So, stay focused on the road ahead. Because you will never win by focusing on the rearview mirror.


As for my favourite quotes on marketing and leadership, they are: 


If you look after your staff, they will look after your customers – Richard Branson, English business magnate


Always deliver more than is expected – Larry Page, co-founder of Google


Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected. – Steve Jobs, former CEO of Apple


Our business in life is not to get ahead of others but to get ahead of ourselves – Joseph Crossman, American inventor, entrepreneur and author 


In your free time, what kind of marketing-related content do you consume?


When I’m exercising, I listen to podcasts. I enjoy listening to stories of developing businesses and their inspirational journeys to success.


Where do you get your social media fix?


Instagram and LinkedIn, probably in equal measure. I think it’s important for brands to tailor their content to the platform and audience. There’s a clear difference in what should be published on various channels. We strive to have relevant content and not blend them. We never take a one-size-fits-all approach.


What were the last five videos you viewed on any social platform?


I follow a lot of auto content on social platforms. These are the ones that I recently came across:


I watched a short clip on a pristine W126 S-Class from the Mercedes-Benz Classic Centre in Germany. The innovation and design that we’ve always had in our cars captivates me.


The ‘Making of Project Maybach x Virgil Abloh’ – A story of collaboration that pushed the boundaries of design.


‘DRIVE PILOT – A Dream Come True’, a story that starts with a child's dream of owning the legendary three-pointed star and culminates in their achievement of this goal.


I watched a video where a collector was taking delivery of their bespoke F1 Engine Hypercar – AMG One!. He was filled with excitement during that moment.


We encourage our customers to capture and share these unforgettable moments on social media, as they hold significant emotional value.


Who are your favourite creators and what draws you to them?


As a marketer, I’m captivated by creators who excel at weaving compelling stories, pushing the envelope in design, and crafting exceptional brand experiences.


The ones who create narratives that deeply resonate with relevant audiences capture my admiration. I’m also inspired by those who redefine design and aesthetics, setting new benchmarks in luxury through their meticulous attention to detail.


What is your sport/fitness/wellbeing routine?


I try to exercise an hour a day, but it requires me to wake up at 5:20 am. The hardest thing is being disciplined to go to bed on time the night before.

 
How does your routine weekend go? What does your favourite kind of weekend look like?


Often on weekends, I’m hosting events with our customers. Two weeks back, we launched the Project MAYBACH concept car, which was a design collaboration between Gorden Wagener and Virgil Abloh. 


Prior to that, we hosted an AMG track day with 20 of our best AMG products at the limit on the CoASTT racetrack. Fortunately, our brand provides us with so many opportunities to host such a wide variety of events and connect with customers.


What have you been watching on weekends?


I’m fascinated by the Olympics. Watching the world’s best come together to compete is inspiring. I think there’s a lot of correlation between the sports and the business world. Both activities require a similar level of sheer determination and focus. For instance, a win at a marathon can also inspire a professional to be successful at the workplace.


Any work or life hack you swear by?


My time is precious and the way I make the most of it is by only holding short meetings. That way I can squeeze a lot into a day. I also appreciate having the time in the car to work to prepare. I’m lucky that I can work on my laptop in the comfort of my electric EQS 580. Being electric, it is super quiet and smooth. It shuts out a lot of the outside noise and I can stay focused on the work at hand.

 
What are you reading? Any recommendations?


I am currently reading – ‘Everyday Business Storytelling’. This book highlights how storytelling is a crucial skill across different aspects of life, whether engaging customers through marketing or presenting ideas to colleagues. I find the book quite engaging and would highly recommend it.


What's your advice to avoid personal and professional burnout?


Exercise, sleep and eat lots of raw rather than processed food. With a busy life, it’s easy to drop these, but I’ve found that I’ve to maintain them to stay on my A game. We’re also helping customers find the right balance through our MeLife nationwide tour. Our agents are hosting curated events to educate customers about wellness and mindfulness. 


A piece of professional wisdom you would like to share with next-Gen marketers?


Enjoy what you do and who you work with. If you have passion for what you do, it won’t feel like work. 


Be open-minded about opportunities. Exploring opportunities has led me to some great places and without this, I wouldn’t be where I’m today.


What’s the best advice you’ve got or heard on life?


Work hard and be smart and the rewards will come.


Read More: <a href="https://www.storyboard18.com/interviews/respect-time-hdfc-life-cmo-vishal-subharwals-marketing-mantras-and-life-hacks-39802.htm">'Respect time': HDFC Life CMO Vishal Subharwal's marketing mantras and life hacks</a>

You will never win by focusing on the rearview mirror: Lance Bennett, Mercedes-Benz India

The 400 percent GST hike seems to be the primary catalyst for the Real Money Gaming (RMG) industry's troubles. The GST amendment has had a steep impact on the companies' margins. Revenue growth for companies in gaming has stalled, and some early-stage companies are also experiencing de-growth.

Paavan Nanda, CEO and Co-Founder, WinZO said, "The 400% hike in GST has posed unprecedented challenges and existential crisis for the gaming industry. Companies are struggling to retain gamers and attract new users, leading to widespread consolidation and pushing startups out of the ecosystem.” 

Nanda said, “Many startups have already shut down, laid off hundreds of employees, and are grappling with stagnant revenues. The pay per play segment of the online gaming industry, which previously absorbed 90% of the $3 billion FDI in gaming, has seen a complete withdrawal of investments.” 

In an interview with Storyboard18, Paavan Nanda, CEO and Co-Founder, WinZO discusses GST challenges, lower developer salaries and production costs in India compared to Western countries, India's gaming industry shifting from being an importer to an exporter, and more. 

Edited excerpts:

How is WinZO navigating GST challenges to ensure profitability and continuous de-growth? 

The 400 percent hike in GST has posed unprecedented challenges and existential crisis for the gaming industry. Companies are struggling to retain gamers and attract new users, leading to widespread consolidation and pushing startups out of the ecosystem. Many startups have already shut down, laid off hundreds of employees, and are grappling with stagnant revenues. The pay per play segment of the online gaming industry, which previously absorbed 90 percent of the $3 billion Foreign Direct Investment (FDI) in gaming, has seen a complete withdrawal of investments.

Apart from a few large-scale operators, early-stage and upcoming companies face near-certain extinction. Addressing these concerns will help the gaming industry thrive and contribute significantly to India's economy. We have urged the government to levy GST on GGR/ Platform fees, which is the actual revenue received by a platform. This approach will ensure the sector's viability and foster growth

India has lower developer salaries and production costs compared to Western countries. What competitive advantages do you see for Indian gaming companies on the world stage?

The availability of world's top tech talent at competitive compensation is anchoring the growth of online gaming in India and its growing role in the global market. Earlier, India did not figure among the top 10 countries with the highest software engineer salaries but today the top tech talent in India is paid at par with their peers in Silicon Valley. 

India boasts a vast and growing population of young, tech-savvy gamers, providing a significant user base for initial game testing and adoption at a scale that is parallel to no other market with 600 million gamers, consuming across 20 languages and regional preferences. This large market allows us to refine our products and build a strong foundation before expanding globally. The country also benefits from a highly skilled workforce, with a large number of engineers, developers, and creative professionals well-versed in the latest technologies and trends in gaming. This talent pool enhances the quality and innovation of Indian gaming products.

Can you elaborate on the anticipated factors that might contribute to the significant margin variations in FY24?

The GST amendment has had a steep impact on the companies' margins. Revenue growth for companies in gaming has stalled, and some early-stage companies are also experiencing degrowth. Decreased margins due to increased GST (which is currently being absorbed by the companies) have resulted in employee layoffs and/ or reduced hiring in the gaming industry. 

Owing to all the above reasons, only a handful of entities remain profitable at lower margins as compared with the previous GST regime. The majority of companies have suggested that industry should be taxed on platform fee the real revenues of the company instead of deposits, which is at par with global benchmarks. 

Can you comment on India's gaming industry shifting from being an importer to an exporter?

India's engineering excellence, nurtured by over 1,168 universities and 45,473 colleges, has positioned the country as the engineering talent capital of the world. The country's technical prowess and innovative spirit, exemplified by successes like Mangalyaan, highlight India's ability to achieve high-quality outcomes cost-effectively, unlocking the true potential of the Indian gaming industry.

Second, India's rich cultural heritage provides a treasure trove of stories, characters, folklore, and indigenous games such as carrom, chess, ludo, snakes and ladders, and marble games. The global audience's appetite for these games is immense, and platforms like WinZO have introduced these traditional games to international markets, showcasing India's cultural richness and generating exportable gaming content.

Third, with 600 million gamers, India constitutes 20% of the global gaming market, making it the world's largest. This diverse user base, with over 80% from smaller cities and rural areas and a significant 40% of women gamers, demands continuous innovation from Indian gaming companies. This dynamic environment fosters a virtuous cycle, enhancing the global competitiveness of the Indian gaming sector.

Despite forming a substantial portion of the global gaming market, India has historically captured only 1% of the $300 billion industry. However, innovative monetization models developed by Indian companies are changing this narrative. For instance, WinZO, after achieving a significant user base in India, expanded to Brazil, enabling its 100+ partner developers to enter the Brazilian market.

What kind of Indian gaming content and IP are finding success in the global market?

A key factor propelling the success of Indian gaming content and IP are the integration of local culture, folklore, and mythology into gaming content. These elements have captured niche audiences globally, appealing to international players seeking unique storytelling and cultural experiences. On WinZO’s platform, traditional games like Ludo, Snakes and Ladders, Carrom, and Chess have gained traction worldwide. 

The global and Indian gaming user base exhibits a preference for diverse content across various genres. The rich tapestry of Indian culture offers opportunities for creating engaging and distinctive games that resonate with players everywhere.

 How is catering to regional languages is driving user growth and engagement on your platform?

At WinZO, over 90 percent of users come from tier 2 cities and beyond, and 90% of our 200 million registered users access the platform in regional languages. Currently, WinZO offers game interfaces in 13 regional languages, including Hindi, Bengali, Tamil, Telugu, Kannada, and Marathi. This makes our platform more accessible to users who prefer to interact in their native language.

We have also incorporated culturally relevant themes and narratives into our games which includes integrating local festivals, traditions, and folklore into game storylines and events.

In addition, collaborating with regional content creators and influencers is another key aspect of our strategy. These creators produce content in their native language and the influencer-audience relationship creates awareness around games on our platform.

'Many RMG startups in India on the verge of shutting down business', says CEO of Winzo

The Indian real estate sector is expected to become a trillion-dollar market by 2030, with a focus on investment and innovation. Affordability initiatives have catalysed the expansion of the residential segment, ensuring that housing solutions are accessible to a wider demographic. Cities such as Mumbai, Pune, Hyderabad and the NCR serve as hubs driving demand in residential segments. These urban landscapes encapsulate the confluence of economic activity, cultural richness and a burgeoning population, making them epicenters of real estate growth, as per a report by KPMG.

Furthermore, the blend of technology and sustainability principles has redefined the contours of India's real estate. From smart homes that integrate cutting-edge technology to data-driven insights guiding decision-making processes, the sector has been increasingly investing in technology, the report highlighted.

Housing.com, one of the players in this dynamic market has strategically positioned itself to capitalize on this growth. 

Snehil Gautam, CMO, Housing, PropTiger & Makaan, shares insights about the real estate search portal's strategic alliance with Disney+ Hotstar, leveraging the reach of cricket and more. 

Edited excerpts:

Housing.com has undergone a shift from traditional to digital-first marketing. Can you elaborate on the key challenges you faced during this transition, and what were the biggest successes you achieved with campaigns like "Lookup" and "Parr Se Perfect..."?

Our research shows that our target audiences are increasingly using digital platforms. 97% of our TG are using OTT and 70% consume through connected TV i.e. apps on Smart TVs. Therefore, it was a relatively easier decision to move to digital first marketing as the brands are supposed to follow the user consumption. However, the challenge was to find the right avenues in the digital world to advertise and make an impact. Digital media's expansive landscape has made us prioritize our efforts, leading to a sharper media mix and a more focused channel/genre mix.

Our campaigns have always been insight led, stemming from deep rooted cultural insights, right from “Ghar Dhoondna Koi Inse Seekhe” where we celebrated women’s significant role as key decision makers in the home purchase journey to “Parr Se Perfect...” where we celebrated small doubts and niggles that arise in the minds of anyone dealing with the question of property sale & purchase. These campaigns have improved Housing.com's brand salience and today, Housing.com is the No 1 real estate app in India. 

The ICC Men's T20 World Cup partnership with Disney + Hotstar is a strategic move. How did you measure the effectiveness of this campaign in reaching a vast audience and establishing Housing.com as a major Real Estate App? Looking ahead, how do you see OTT platforms and CTVs impacting your marketing strategies in the future?

As a result of our Campaign, 330+Mn impressions across CTV & mobile (mainly CTV) were served to our core audience base, leading to sharp spikes across app downloads and website traffic.

As per our research we see our TG’s media consumption moving towards OTT & CTV, 97% of our TG is consuming OTT & CTV has 70% penetration in our core audience. Given this we see OTT content integrations & Ad inventories across impact shows/live cricket primarily on CTV taking the lion's share of our media budget.

The real estate market is competitive, and user behavior is constantly evolving. How has Housing adapted its strategy to not only acquire new users but also retain existing ones, particularly with the recent focus on landlords?

Our strategy focuses on continuously launching products and features that directly address these changing demands and improve customer experience so that we are not only able to acquire new users but also retain them. 

Through rigorous user research and analysis, we stay attuned to shifts in consumer preferences and market trends. This enables us to develop innovative solutions like real time seller connectivity via housing chat, seller and listing verification, home loan and mortgage solutions.

We prioritize delivering consistent value and reliability like our proposition for sellers where we provide landlords and sellers with verified, price-matched, and ready buyers and tenants, making the property selling process hassle-free for owners.

As digital marketing evolves, data privacy becomes increasingly important. How does Housing navigate this challenge while still using data effectively to inform its marketing strategies?

Safeguarding data privacy is integral to our processes. We anonymise data to protect individual privacy, enabling us to analyse trends and personalise our marketing strategies effectively. This approach ensures we uphold user trust while delivering targeted and efficient marketing campaigns without compromising confidentiality

On what platforms does Housing.com advertise? 

We constantly strive to find an efficient balance between reach, frequency and impact in our media mix. For reach & frequency we see YouTube as a platform with CTV and premium mobile targeting on mobile while for impact we will leverage OTT key impact shows & movies along with key live cricket tournaments.

What's your vision for the future of Housing marketing initiatives? Are there any potential areas for expansion or innovation you're particularly excited about, and how will these contribute to the platform's continued growth?

As part of our strategic approach, while we will further sharpen our advertising media mix to bring more efficacies, our effort will be focused on leveraging content by creating digital IPs which will create that long lasting impact in the minds of our customers.

OTT dominant among 97 percent of Housing.com's TG; CTV reaches 70 percent penetration

Vishal Subharwal, Chief Marketing Officer and Group Head - Strategy, HDFC Life, says that constant learning and working in new areas helps keep burnout at bay. “For example, on the technology side of marketing, you can stick to your domain and still keep experimenting with ideas... If you are into marketing, it's good to go out and get a couple of years of experience in sales, because that gets you closer to the customer. If you keep doing that, especially in your younger years, you'll be a well-rounded marketing professional by the time you’ve garnered about a decade of experience." 


Edited excerpts


What are some of your favourite quotes about marketing and leadership?

From a leadership perspective, one of my favourite quotes is ‘culture eats strategy for breakfast.’ While the strategic direction in which an organisation moves is really important, I think the culture and values essentially drive where an organisation and a brand is headed.


Apart from that, from a marketing standpoint, I'm a believer in research which is crucial before any action is taken on the brand.

 

So, from that point of view, another quote which comes to mind is Charlie Munger’s (former Vice Chairman, Berkshire Hathaway) famous, ‘invert, always invert,’ which means that when faced with a problem, always have an alternative hypothesis which is probably the polar opposite of what seems likely. That’s what I try and put to use at HDFC Life. 

 

When it comes to our ads, another quote I try and abide by is that a good advertisement is one which sells the product without drawing attention to itself. A lot of our brand campaigns are about financial independence. For example, Sar Uthake Jio. The social context (of an ad) is very important for us, so the ad can sell the product without drawing attention to itself. 


In your free time, what marketing-related content do you consume?


I consume content across multiple sources, a lot of which is publicly available. But a lot of the content which is forward-looking comes from our agencies, whether it's Leo Burnett on the brand side, Schbang on the digital side, or our tech partners, Google, Meta, and Adobe. There are also independent professionals who track the industry, and write about what's happening in marketing, adtech, and martech.

 
Then it's up to us to see what’s working and what’s not. Additionally, there are research and media planning agencies which give us inputs. Keeping an open mind is very important when you're consuming information, and it's good to have multiple sources of information so you have a holistic and balanced perspective. 


What were the last five videos you viewed on any social platform?

 
The last five videos were heavy on Olympics. In the last couple of days, I’ve watched a short documentary about how Nike ran into trouble recently. I’ve also seen a small podcast on investing. 


What’s your fitness routine?

 
I’m not very heavily into fitness but more into mindfulness, reading, a bit of yoga, and a bit of gyming. 

 
What does your favourite weekend look like?

 
Favourite weekend would be travelling away from the hustle of the city. When that's not possible, maybe pick up a book and read or watch a movie with the family.

 
What are you watching this weekend? 


The last thing I watched was a Tamil movie on Netflix, called Maharaja. It had the actor Vijay Sethupathi in the lead. 

 

Any work or life hack you swear by? 

 
I try to attend meetings on time. I think that's always a good life hack to follow as a professional, because respecting time is very important for me. 

 
What are you reading? 

 
Outlive: The Science of Art and Longevity, by Dr Peter Attia, on health and wellness. I recently read ‘A Shot At History,’ which is Olympic gold medallist Abhinav Bindra’s autobiography. I’m also reading a book by Terry Smith called, ‘Investing For Growth.’


What's your advice to avoid personal and professional burnout?


I've been a generalist and moved across roles, whether it's strategy, marketing, business planning, or finance. As long as you keep working in new areas, burnout can be avoided because you're learning something new every time. In marketing, let's say you're a young professional working on a brand today, be open to working on the performance marketing side as well as the adtech side.

 
For example, on the technology side of marketing, you can stick to your domain and still keep experimenting with ideas. Most large organisations have different products, different brands, and you can move across product categories. 

 

If you are into marketing, it's good to go out and get a couple of years of experience in sales, because that gets you closer to the customer. If you keep doing that, especially in your younger years, you'll be a well-rounded marketing professional by the time you’ve garnered about a decade of experience.

 
A piece of professional wisdom you would like to share with next-gen marketers

 

A good mix of data and gut in decision-making is really important. So, back your instinct, but it's better if it's also backed by data. 

 

What's the best advice you have got or heard on life?

 

We are old too soon and wise too late.

 

I heard this on a podcast by Muneesh Pabrai, who's an investor based in the US. He does a lot of charitable work in India through an organisation called the Dakshana Foundation.

 

He funds students in classes 9 to 12, and even helps them prep for their medical and engineering entrance exams. He believes in education, and the foundation can be a game changer for a lot of children from poor backgrounds.

 

The foundation provides schooling and hostel facilities. A lot of their students who crack medical and engineering entrance exams in turn give back to their schools.



Read More: <a href="https://www.storyboard18.com/brand-makers/cmo-weekender-federal-bank-cmo-mvs-murthy-on-life-and-work-success-and-failure-38378.htm">CMO Weekender: Federal Bank CMO MVS Murthy on life and work, success and failure</a>

CXO INTERVIEW