Aller Trendcamp - Jugaad, Mandeep Malhotra

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Mandeep Malhotra of DDB Mudra Group presents "Jugaad - The art of doing business in India". Aller Trendcamp september 2012, Helsinki Finland.

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Aller Trendcamp - Jugaad, Mandeep Malhotra

  1. 1. !"#$%%&()#*+!",+-./"0-#$,12!"#$13456.(%&.%78%/4954!"#$%&%((
  2. 2. 43<*B-0C("EF*06*2,*)*+*,-.( /*01-23+(430*(@6232,*( $562(430*(/*01-23+(7(!-81*9-+:((;--:1(!*3+<9(=8<-.->?*( @--:(7(A*?*03B*1()*,92-+-BC( D*:63($*0?6,*(%2:81<0C("2*0BC(
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  4. 4. 32 offices across IndiaOver 15 clients each with more than $1 bn revenue12500+ people130+ awards in 2011Rs 1200 cr.+ mass media buyingThe only full services agency in top 5 media agency in the countryAmong the top media buyers on Star Network, NDTV Network, CNBC Network, BCCL Group… Mudramax is a thoughtful , innovative and thinking agency.!
  5. 5. DDB Mudramax is the finest ‘through theline’ broad spectrum experiential andengagement agency in IndiaIts size and strength coupled with astrong Indian DNA, gives it a uniqueflexibility of operating from a 500populated village to a 16 millionmegapolis
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  9. 9. Indian for intellectual masturbation ./%%)&
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  17. 17. 1##&!%)&B)& Policeman Cab driver 22 year old dad Professor Banker Scuba Diving Trainer Art Dealer
  18. 18. 26"&CDE& 5F4)8& G4)("3& @%++$*)&@4+6$)(&26"&?$7$,+&&
  19. 19. -,&H&!%8"<"7&&F>%/&/*43&(%7"&
  20. 20. &!"#$%&13(/&Client until then had 2 partners – creative & media
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  27. 27. Farming andHunting aren’ttwo choicesThey areinseparable
  28. 28. 26"&NO*7F%++<&->$"),&+%,$+9%-,$*)&+,4#/&3%,"+&4+&%&P&*)&Q&
  29. 29. One new business pitch every 4 days
  30. 30. One new client every 10 days
  31. 31. AhmedabadMumbaiBengaluruChennaiDelhiHyderabadKolkataKochiChandigarhPuneBhubaneshwarPatnaRanchiJaipurLucknowVijayawadaIndore 500 employeesBhopalAmritsarGorakhpurMangaloreMeerutAjmer 12000 promotersGoaAurangabadHubli 37 cities in IndiaJabalpurShimogaMohaliDharwad Campaigns in 5000 towns &EluruNandedDinajpurPratapgarh ½ a million villagesSitapurMurshidabadNadia
  32. 32. AR&-%7F%$()+&4F&%,& %)/&F*$),&*9&,$7"&
  33. 33. ,6"&7*+,&%=%3#"#&%(")-/&)",=*38&$)&$)#$%& won over 230 awards in the last 2 years
  34. 34. !"#$%&(")-/&& L%)8$)(+& HRAA& Mindshare 9 DDB Mudra Max 8 OMD 8 Lodestar Universal 8 Zenith Optimedia 7 Madison Media 7 Starcom 6 Mediacom 6 MEC 6 Aegis Media 5
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  40. 40. “How can one portray an ageless civilization that wasthe birthplace of four major religions, a dozen differenttraditions of classical dance and three hundred ways of cooking a potato?
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  42. 42. IndiaA country of contradictions.A country of acceptance.29 states, 6 union territories17% of the world’s population, 324 indivuduals/ sq km1683 languages; 850 in daily use; 24 official
  43. 43. IndiaMany religions and diverse cultures within one India Hindus Muslims Christians 82.4% 11.7 % 2.3% 840 mn 110 mn 20mn Jains Sikhs Buddhists 1.9 % 0.8% 0.4 %
  44. 44. That vary across food, colour and language Excelsior Amar Ujala Jammu Kashmir Himachal Tribune Pradesh Punj Punjab Kesri TOI / HT ab Dainik Jagran Amar Ujala Arunacha Assam Tribune Raj Patrika Haryan / ET TOI l a HT Aaj Shillong Times Dainik Bhaskar Hindustan Pradesh Sentinel Rajstha NBT Daink Jag Assam Asomiya Pratidin n Uttar Nagaland Dainik Jugasanka Pradesh West Meghalya Manipur Mawphor TOI /ET Bih Bengal Tripura Guj Sam ar Mizoram Sandesh Gujrat Madhya Pradesh Dainik Bhaskar Divya Bhaskar Navbharat TT/TOI/ET ABP Orissa Bartamaan Maharsht TOI /ET Sakal ra Samaj Mid Day Navbharat Dharitri Lokmat Andhra Pradesh Hindu /DC Eenadu TOI Vartha DH Karnatak Prajavani a Vijay Kar Tami Hindu /ET l Keral Dina Thanthi Hindu / NIE a Dina malar Mal Mano Nadu Mathrubhumi
  45. 45. “Anything you say about India is true. But so is the opposite.”
  46. 46. Nothing is what it seems to be Traditional yet modern Very rational yet highly emotionalIndia
  47. 47. IndiaA land of paradoxesAuto rickshaws co-exist with the Benz and Bentley
  48. 48. Luxury cars sell on waiting lists,in a land that values fuel economy
  49. 49. A woman in a business suit,is not always more successful than the woman in saree.
  50. 50. Youngsters on cruisers aren’t the irreverent rebels you’d imagine them to be
  51. 51. D)J%"Q%/$%".+6 Yard Sari Soft Quilt Floor MopDaily Newspaper Wrapping Paper Window CleanerKetchup bottle Water Bottle Indoor Plant HolderToothbrush Silver Jewellery Scrubber Wash Basin Cleaner
  52. 52. “We’re like this only!”
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  68. 68. Indian Burger, Paan Ice Cream,‘Sitar Guitar, and ‘Super Kitsch’
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  74. 74. Print or Radio – The talking newspaper
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  81. 81. JugaadA nation full of ideas The world’s cheapest car
  82. 82. Jugaad - Logistics solutions
  83. 83. Jugaad - Mobile barber Shop
  84. 84. Jugaad - Is our word for inventivenessBicycles used for knife sharpeningCoconut tree climbing equipmentWashing Machines used as Lassi (butter milk) makersCars are used as mobile shopsTractors used for screening movies
  85. 85. My Technology
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  95. 95. 26%)8&/*4&& Mandeep.malhotra@ddbmudragroup.com!samyak.chakrabarty@ddbmudragroup.com!
  96. 96. (),%#?%@#).%6"#"B-#$);)$%$81,"#*@"*%6

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