afaqs!

100 words

A look at what's keeping ad/media/marketing folks excited these days - in 100 words.

Lingerie, for the longest time, was an under-serviced category with limited options/styles/solutions, despite being a 'staple' wardrobe product. But that is changing. Thanks to foreign media, society/mindsets are changing. The overall affinity towards brands and fashion is increasing. The lingerie segment is seeing similar trends - in fact, the curve is steeper here than it is in other apparel categories. Customers are demanding more. The rising young population, the rise of female spenders, increasing disposable incomes and the need for a more solution-based approach, are all helping the segment grow. This is also the best time for product innovation, as the customer is far more demanding and aware than she ever was.

While the overall apparel segment is growing at 8-9% CAGR, lingerie is pegged to grow at 15-22%, annually. The $4Bn market (projected 8Bn by 2020) is still so nascent that the top 10 brands put together are not even addressing 8% of the overall market. It's a market just waiting to be tapped.

Neha Kant, Founder and CRO, Clovia

The Indian fragrance market is showing good signs of growth. Consumers are shifting from imported brands, which are, largely, part of the unorganised sector, to Indian brands, that are part of the organised sector. This opportunity lies in paving the path for various fine fragrance marketers to make their products available on Indian shelves. We have been working in this industry for many years now, and have tried to create and hold our own positioning. Most of our efforts have been aimed at connecting the aspirations of the consumers with the brand. According to me, for this category, there needs to be an emotional connect with a brand. The brand must reflect one's personality.

Saurabh Gupta, Director and CMO, Vanesa Care

Every day lakhs of people visit Cleartrip for many reasons, like pursuing their passion for exploration or to make the next impact on their business, through travel. To be a part of this journey, by making travel as seamless as possible, has always been gratifying. We've just touched the tip of the iceberg in terms of the potential travel technology and analytics hold towards making travel booking even more intuitive and smooth. What keeps me upbeat is the joy a customer feels when he/she experiences our clean and clutter-free product, that's designed to make travel simple.

Subramanya Sharma, Chief Marketing and Product Officer, Cleartrip

"India's manufacturing segment is at the cusp of a digital revolution, fueled by major government reforms. Currently, the potential of a manufacturing hub worth $300 billion remains untapped, because almost 80 per cent of the supply chain in this sector still runs offline. More and more small, medium and large-scale manufacturers are realising that digital technology is no more a luxury but a necessity. A sector so dense cannot flourish with 'red tape' and should adapt to more agile and scalable manufacturing processes. Making the supply chain completely digital would lead to easy integration of the entire value chain, comprising designers, managers, workers, machinery and customers. This will transform the manufacturing landscape."

Rahul Garg, Founder & CEO, Moglix

"The used car market is at an inflection point and is set to grow faster than the new car market - from approximately 3 million units today to 7-8 million units over the next five years. Globally, for every new car sold, around 2.5 used cars are sold; it'll be the same in India soon. Used car lending is one of the largest retail lending opportunities in India, set to grow from $2 billion to $10-15 billion. From a consumer perspective, buying a used car makes a lot of sense and is a great deal because of inherent depreciation, for example, one can buy a sedan for the cost of a hatchback. Digital platforms are playing a key role in organising this fragmented industry, by making discovery, trust and purchase easy."

Rajat Sahni, CEO - used cars, CarDekho

"The Indian digital climate has recently witnessed a revolution in e-commerce and mobile internet penetration. The Fin-tech industry will be riding the coat-tails of this revolution. These are interesting times when Indians, in both rural and urban areas, are recognising the need for better quality services, even in the case of previously untouched products like insurance and banking. When we speak of insurance in particular, we feel that Insure-tech innovation has touched the tip of the iceberg with the retail sector. A lot needs to happen on insurance distribution related to micro-insurance, agriculture, SME and several areas, where technology will unlock these benefits for the greater good and lead to industry growth."

Devendra Rane, Founder & Chief Technology Officer, Coverfox.com

"The digital ecosystem has become part and parcel of the daily routine of millennials and has opened up new avenues for different types of content (genres) and revenue. The device-led internet ecosystem, coupled with high speed data, has made sports, especially football, one of the leading trends on OTT platforms. With the 2017 FIFA Confederations Cup and 2017 FIFA U-17 World Cup scheduled to be hosted in India for the first time ever, the digital football landscape in India is all set to change. SonyLIV is the largest OTT player for live football streaming with over 3,000 matches streamed live over the year. Streaming major international tournaments like the EURO 2016, UEFA Champions League 2017, and UEFA Europa League 2017 makes SonyLIV the preferred online destination for highly engaged urban millennials."

Uday Sodhi, EVP and Head - Digital Business, Sony Pictures Networks India

"CMOs are the new Chief Millennial Officers. 21 per cent of all consumer purchases are made by millennials. By 2020, 20 billion devices will 'talk' to one another and will connect the lives of millennials, who will comprise the workforce of the future. Experiences will bridge the gap between digital, physical, human and everything in-between.

Be it any aspect of our lives - shopping, searching, gaming, watching, communicating - experiences are driving and disrupting industries like never before. The CMO will need to re-invent the possibilities with the right technology and be the nerve centre for disruptive growth of the organisation.

The IT industry is at the forefront of this. Therefore, to stay relevant we need to keeping re-inventing."

Jagdish Mitra, Chief Strategy & Marketing Officer, Tech Mahindra

"I see the mobile advertising industry as being in an extremely vibrant and dynamic state now. This will continue for the next five years at least. With 4G adoption rising exponentially (with Reliance Jio) and the success and continued growth of video content on mobile, consumers will spend even more time on their phones. Advertisers will soon catch up with this by increasing their budgets on mobile, a platform where content is king and format is queen."

Morden Chen, GM, APAC, Cheetah Mobile

Amidst growing competition and unorganised players in the market, the brand has always ensured that its consumers are well informed about the right technology and products - suited for their individual needs - through marketing efforts. The newly launched ad campaign for Aquaguard, 'Farak Dikhta Hai', is a creative depiction of the benefits of the patented BiotronTM technology with an aim to create a meaningful difference to the lives of the consumers, thereby promoting healthy living.

Shashank Sinha, AVP Marketing, Eureka Forbes

As a brand, being relevant to the consumers is one of the most important challenges. This motivates the marketers. This challenge gets multiplied when we see it through the filter of the changing media habits of the consumers and the role the internet is playing in their lives. There is a lot more to do in this complex and connected world, where we keep looking for opportunities to create brand love. The role of marketing has moved beyond conventional marketing tools. New-age mediums offer new ways to innovate and experiment.

Nomit Joshi, Director - Marketing, Gionee India

"In two words - Mullen Lintas! Since we launched Mullen Lintas some 12 months ago we have executed 13 new launches. Voot, Vistara, Voonik, Gionee, Cleartrip Local, Honda BRV, Dabur HoneySpread, Yoodley, Almond Shampoo and Real Wellness Jamun, MTV Beats, Avenger FLG, Tata Coffee Grand. We are finding the waterscape on the client's side, the tech side and the audience side evolving everyday.

We are enjoying the challenges of new money, particularly. This waterfall of content, backed by VCs that audiences are stunned, amazed by. Dancing under that waterfall. Pulling eyeballs to little idea jigs for our brands, that's refreshing!"

Amer Jaleel, CCO, Mullen Lintas

"These are exciting times in the stationery space especially since today's children are well informed and prefer using superior products - thanks to social media. Schools have been imparting all-round education and are not just looking at academic curriculum, but are making children aware of pressing social issues facing the country. Kokuyo Camlin has been riding this digital wave with initiatives like tree plantations, Clean India and promotion of art. Our Camlin Experience App for smartphones gives children an almost real life experience of art."

Saumitra Prasad, Chief Marketing Officer, Kokuyo Camlin

"I'm excited to run an online video business at a time when India is witnessing an explosion in internet penetration. Almost all social platforms like Facebook, Twitter, Snapchat and Instagram are including video as a core part of their growth strategy, and the quality of internet connectivity in the country is improving every day. More and more people are consuming content, especially video, over the internet today. Live video streaming, original programs by OTTs, increased brand video advertising are all buzz words and I feel we at Vidooly are at the right place at the right time!"

Subrat Kar, CEO, Vidooly

"What is keeping me excited about the business is that every day is a new possibility, a new learning and a new challenge. In our line of work no two days are the same and every moment throws up its own share of drama! It's an exhilarating ride and definitely keeps you going.

What also pushes me to surge forward is my own innate curiosity - a non-negotiable in our line of work. Looking for answers, from consumers and their larger cultural ecosystem, is always such joy."

Bikram Bindra, vice-president and strategic planning head, Grey Group Delhi