Wharton FoA Global Insights Roundtable: New Delhi

On July 20, 2011, the Wharton Future of Advertising Program hosted a thought-leadership roundtable session held in New Delhi, India as part of its Global Insights Roundtable sessions that include topics on the role of creatives and creative ideas in the digital age, new business and revenue models, and global market comparisons. The event was directed under Vaasu Gavarasana, a WFoA Global Advisory Board member and Head of the Digital Marketing Solutions Group for Yahoo!’s APAC network.

Key Observations
Key Trends
“Always make sure your brand makes the audience something to be proud of about their lives – empower. If your brand doesn’t stand for something, you are a sitting duck.” -Kartik Lyer
“Mobile advertising, especially display advertising, is a new concept in India, but adoption has gone up considerably over the last one year. Currently, India is a $25 million market for mobile advertising. But the global mobile marketing industry is expected to grow to $60-$80 billion by 2014. At that stage, the number of mobile internet users is expected to be 4.5 billion globally with 250 million users in India.” – Naveen Tawari, InMobi CEO
“Brands are looking at opportunities differently: it’s better to be #1 in a small geography than #10 in a larger one. Curate and study the impact of communication created for large brands with local insights and marginal languages.”- Anant Rangaswami

Interesting & Innovative Advertising Experiments in India

  • TATA Tea and IDEA – TATA Tea company produced a number of ads to engage Indian youth into the Jaago Re campaign to increase voter turnout
  • HIPPO – Indian food and beverage company Parle Agro teamed up with Creativeland Asia to experiment with Twitter as a means for effective retail inventory tracking
  • Take Care, Take Charge – An interactive environmental initiative launched by the Times of India, Garnier, and Centre for Environment Education.
  • Fastrack – A successful example of leveraging social media.
  • VW audio ad in newspaper – Voltswagen embedded an audio ad in the Times of India print edition that looked like a regular print ad but started talking once people turned to the last page of the paper.
  • Bingo – used the Indian Railway’s public address system to make a fake train delay announcement and advertise Bingo chips in a humorous and unexpected way, to great effect.
  • NDTV + Toyota Greenathon – Green activism: raise money to adopt and light-up remote villages in India with solar lamps.
Hays
Catharine Findiesen Hays, Executive Director, WFoA

Agenda

9:30 – 10:30Welcome & Introductions*
Gavarasana, Yahoo
Catharine Findiesen Hays, The Wharton Future of Advertising Project

10:30 – 11:15   Wharton Future of Advertising Project Findings to Date
Catharine Findiesen Hays

11:15 – 11:30 Break

11:30 – 1:00 Participant Lightning Insights @ 5 minutes

  • Josy Paul, BBDO
  • Kartik Iyer, Happy Creative
  • Sanjay Jain, Reliance
  • Rajesh Sawhney – Reliance Entertainment
  • Tina Goyal, Novartis
  • Sangeeta Gupta, Pepsi
  • Sumeet Singh, naukri.com
FoA India 4
Participant discussion.

1:00 – 1:30 Participant Lightning Insights @ 5 minutes

  • Madhukar Kamath, Mudra Group
  • Alok Lall, McCann
  • G.V. Krishnan, Lowe
  • Darana, Webchutney
  • Sateesh Andra, DFJ
  • Dr. Falguni Vasavada-Oza, MICA
  • Vivek Narayan, Clickable
  • Ravi Rao, Mindshare
  • Ravi Kiran, Amplitude Open Initatives
  • Anant Rangaswami, Senior Editor, Firstpost
  • Arati Rao, Campaign Magazine

3:15 – 3:30 Break

FoA India 33:30 – 4:30 Participant Lightning Insights @ 5 minutes

  • Raghu Seelamsetty, Eyeblaster
  • Kiran Gopinath, Ozonemedia
  • Ram, Network Play
  • Vaasu Gavarasana, Yahoo APAC
  • Rajan Mehta, Livemedia
  • Anirban Chaudhari, Dentsu
  • Sailesh Wadhwa, Group Planning Director, Bates
  • Kedar Gavane, Comscore

4:30 Summary and Next Steps

5:00 Adjourn

FoA India 5* Confirmed, but unable to attend:

  • Shefali Chhachhi, Max Bupa
  • Rajesh Ghatge, 141 Sercon
  • Narayan Kumar, Metal
  • Nowuram Kumaran, Nestle
  • Srikant Sastri, VivaKi
  • Sanjay Thapar, Oglivy

Event made possible in part by: