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.
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
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
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.
22.
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.
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.