The Convergence Story in India
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1) Traditional media was for brand communications while new media is for consumer conversations. New media in India was initially restricted to youth and metro areas but is growing. 2) Most engaged brands on new media include Airtel, Pizza Hut, and Godrej who use social media, apps, and digital integration to interact with consumers. 3) While new media is still developing in India, brands are embracing platforms like social networking, viral marketing, and digital media to connect with audiences in new ways beyond traditional TV and print.
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The Convergence Story in India
- 1. The Convergence story in India MELTING POINT
- 2. BRIEFLY, NEW MEDIA IS…. “Our head of social media is the customer.” McDonald’s “Engage rather than sell … Work as a co-creator, not a marketer.” Tom H. C. Anderson, market researcher “Being the first is old media, while being to the point is new media. And Twitter never forgets.” Mercedes Bunz
- 3. The primary difference between traditional media and new media is that the former is channels for brand communications and the latter for consumer conversations.” Pratap Singh, Head, Hometown ( Future Group) Source: Khabar Media
- 6. Approx 135 mill TV household Soap dominates eyeballs Penetration of new media restricted to youth and metroes 1.1 cr ( 11 mill) mobile Internet users in 2010 Facebook Friends MEDIA CONSUMPTION
- 7. NEW MEDIA: EMBRACING INDIA Social networking Web properties Viral marketing Digital integration Cool Apps
- 8. “HAVE TV CAMPAIGN, WILL SURVIVE”
- 9. Paid, Owned and Earned Media THE INDIAN STORY IS NOT A SHIFT IT IS, AT BEST, A “MIX”
- 10. A TOTALLY DIFFERENT BRANDING - YOU'RE ACCESSIBLE ALL THE TIME, THE MEDIUM IS NEW, IT'S VERY YOUNG, THERE ISN'T MEASUREMENT DATA, IT'S REALLY ABOUT WHAT YOU DO IN THE MEDIUM …. DIGITAL IS A VERY INTERACTIVE MEDIUM WHERE YOU HAVE A CONVERSATION WITH CONSUMERS AND ENGAGE WITH THEM, AND GET IMMEDIATE FEEDBACK. YOU HAVE A PHOTO, A FACE AND PROFILE [TO THE CONSUMER] Pizza Hut’s Anup Jain
- 11. HOW NEW MEDIA COEXISTS
- 12. NEW MEDIA :“THOUGHT LEADERSHIP”
- 13. Over 6.5 lakh Indians registered on Jaago Re More than 140000 votes cast for My Idea within a month NEW MEDIA :“THOUGHT LEADERSHIP”
- 14. Airtel Amitabh “note” on Facebook NEW MEDIA : RESHAPING CONVERSATIONS
- 15. NEW MEDIA : CONTEMPORARY BRAND EXPERIENCE
- 18. Work That Creates Communities and gets a Valuation
- 19. tv2
- 21. Go Jiyo brings the brand essence of a brighter life, alive in a most contemporary and interactive way. It positions Godrej as a next generation entity.
- 23. The event reaches more than 4 million students with a participation of 2,00,000 students. Taller, stronger, sharper generation Self confidence, team spirit, handling stress, handling failure & victory, appreciation, and to add value to the world they live in.
- 24. Nokia N8 Launch NEW MEDIA : CREATING BUZZ
- 26. NEW MEDIA : LEVERAGING BRAND CAMPAIGNS
- 27. NEW MEDIA : LEVERAGING BRAND CAMPAIGNS
- 29. Brand Campaigns are leveraged by engagement and conversations. New media ensures targetted participation Not weighted by eyeballs
- 31. Bollywood and Twitter Blogs NEW MEDIA :MAKING BRANDS ACCESSIBLE
- 32. NEW MEDIA :BOLD EXPLORATIONS
- 33. Website Blogs Citizen journalism Epapers Podcasts innovations INDIAN MEDIA EMBRACING NEW MEDIA
- 36. TIME TO TAKE A PAUSE
- 37. Chiradeep Gupta
- 38. FINALLY, DO WE HAVE WHAT IT TAKES?
- 39. ONLY THE BOLD CAN CREATE TRUE CONVERGENCE AND A WINNING BRAND
Editor's Notes
- Projected at 195 mill by 2013
- hangout
- Tata Tea partnered with Janaagraha to launch ‘Jaago Re One Billion Votes’, a campaign to mobilize citizens of India to register and cast their votes in the assembly elections. It was a drive against apathy and cynicism towards political system. Against a belief that one vote in a billion does not matter. The impact is visible - above 6.5 lakh Indians have used the Jaago Re platform till date to register as voters.
- Tata Tea partnered with Janaagraha to launch ‘Jaago Re One Billion Votes’, a campaign to mobilize citizens of India to register and cast their votes in the assembly elections. It was a drive against apathy and cynicism towards political system. Against a belief that one vote in a billion does not matter. The impact is visible - above 6.5 lakh Indians have used the Jaago Re platform till date to register as voters.
- The event reaches more than 4 million students with a participation of 2,00,000 students. It is a unique platform available to the taller, stronger, sharper generation of the country to have an experience of a lifetime; participate, cheer, learn and have a great time.HorlicksWizkids is just not all fun & games, it is our way of enabling children to pick up important lessons of life like – self confidence, team spirit, handling stress, handling failure & victory, appreciation, and to add value to the world they live in.
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