Made In India - September 2013

V o l u m e - 1 | i s s u e - 2 | s e p t e m b e r - 2 0 1 3

COUNTEROFFENSIVE

CONTENTS

The current economic slowdown in India, caused by a variety of factors both internal and external, should be seen as an opportunity by governments, industry bodies and corporates to build the country’s brand image among global decision makers, influencers and investors. Part of the

so-called economic crisis in India can be attributed to the tendency of the media, both domestic and international, to sensationalise setbacks and trivialise issues.

The past few months have seen highly respected and read commentators across media around the world lambast India’s economy, political will, policy paralysis and more. With no counter in the international media from government or industry the cracks in the great India story have only widened. Cautious international investors, bombarded by a series of negative stories, tend to scale down, hold back and even suspend decisions till the right signals emerge.

Yet, the reluctance of the authorities, including industry bodies, to counter the flow of negative news is surprising. Federal ministries and state governments should take the lead and launch advertisement campaigns around the globe, and industry bodies such as the Confederation of Indian Industry, the Federation of Indian Chambers of Commerce and Industry and NASSCOM, among others, should also put in place an immediate plan to project the right image of India.

Almost every emerging market — Russia, China, Brazil, Indonesia,Thailand, Malaysia and even the developed countries like France, England, Taiwan, included — run regular global ad campaigns to promote their point of view. These ads are not just run when trouble comes calling but are ongoing waves of communication that are powerful enough to negate the bite of commentators and influencers.

Despite the recent deceleration in the growth rate, India continues to be one of the fastest-growing major economies in the world. Its appetite for investments — in infrastructure, for instance — is enormous and investors are aware about the huge potential for returns. The government has also unveiled a series of measures to further deepen reforms. We need to hold on to our positives and shout them out to the world again and again and again. •

Mediascope publicitas

editorialEditor - Nithin Rao

artCreative Director - Muhammad Jaan FaruquiArt Director - Sanjay Vaman RaneGraphic Designer - Sudhakar BhambadeImage Editor - Mrunali GujarathiProduction Manager - Elidio Fernandes

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CoVer CreditCover design:Muhammad Jaan Faruqui

03 Cover story 10 Focus

14 briefings12 impact

17 Campaign Watch

marzban patelCEO — India and [email protected]

EdITORIal

2 | Made In IndIa | SepteMber 2013

Governing a modern economy, even at the best of times, is a complex affair. In the globalised world that we live, economic

upheavals could occur due to extraneous factors. Take the latest ‘crisis’ in India, for instance. While

the economic slowdown, caused by lack of economic reforms and political logjam has been evident for the past several quarters, the withdrawal of Quantitative Easing (QE) by the US government — which over the past few months bought bonds worth $85 billion every month to ease the liquidity crunch — has triggered off a run on several emerging market currencies, including the rupee.

Confronted by a major crisis, governments and even corporates initially tend to ignore the ominous signs and then withdraw into a shell. Instead of taking the crisis head-on and reassuring critical stakeholders — in India’s case, international investors and businesses — they blunder by not portraying the positives and the opportunities.

Rich Klein, the president of US-based Rich Klein Crisis Management (formerly LawFirmsPR), a media relations/crisis communications consultant with 30 years of experience in public relations and journalism, has advised companies, colleges, law firms and non-profits since the early 1990s on media relations, crisis/litigation communications, reputation management and social media strategies.

Klein, who also hosts The Crisis Show, believes that in tough situations many companies, governments and individuals have failed to communicate and update critical audiences about the problems and how they are tackling it.

Management and PR experts the world over maintain that external communications are vital for both operational and symbolic purposes during a crisis.

“When written in Chinese,the word “crisis” is composed

of two characters. One represents danger and the

other represents opportunity”

John F. KennedyFormer american president

“We have lost the confidence of the world. We have been slow to recognise that in the government” Ratan tata

India’s economic growth has slowed down in recent months and its currency has taken a beating of late, but the $1.8 trillion economy is far from spluttering. Both the domestic and international media are gleefully projecting a dismal scenario, contrary to the ground realities. It is time for the government to launch a counter-offensive

internationally, to reassure investors and global businesses that India, a sound, functioning democracy, still offers tremendous potential for growth.

COUNTEROFFENSIVE

INdIa MUST RESPONd

COUNTEROFFENSIVE

INdIa MUST RESPONd

COVER STORy

SepteMber 2013 | Made In IndIa | 3

COVER STORy

“The rupee is falling without a parachute”anandMahindRaM & M, Chairman

A comprehensive document on ‘Crisis management – an international overview’ by the Institute of Public Administration, Ireland, on behalf of the government of Hong Kong Special Administrative Region underlines the importance of communications.

“Crisis management doesn’t start when a crisis arises and ends when the crisis is over,” summarises the report by the institute. “Crisis management requires actions before a crisis happens, while the crisis is unfolding, and after the crisis has ended. Crisis management has always been a feature of good public management.”

Authors Lynn Drennan and Allan McConnell in their book ‘Risk and Crisis Management in the Public Sector’ have come out with a list of ‘communication pathologies to avoid in times of a crisis.’ These include:• Theimpressionofasloworineffectiveresponse• Theimpressionofhavingsomethingtohide,

i.e. the ‘no comment’ trap• Accidentallyorpurposefullygivingout

false information• Inconsistentmessagesfromdifferentactors

or layers of government• Rushtojudgement• Expressinglackofsympathy

Is India guilty of engaging in some of these ‘communication pathologies’ by resorting to a long spell of silence, especially by failing to address the concerns of overseas investors and the international business community?

India has, for years, been bracketed along with China, as one of the most successful economic stories. But the past few months has seen a virtual U-turn, with international commentators projecting a dismal scenario for the country. Surprisingly, this has happened even in the absence of any major truly negative developments on the economic front.

The global economic crisis of 2008-09 has had a debilitating impact on most of the leading world economies including the US, Europe, Japan and even China. India, too, had to take a hit, with economic growth decelerating from a frenzied eight to nine per cent per annum – prior to the crisis – to below five per cent at present.

However, when compared to growth rates of 0.5 to one per cent being recorded by most of the developed economies, India continues to expand at a modest pace. India is today a $1.8 trillion economy (in terms of the official exchange rate; in terms of purchasing power parity, it is a $5 trillion economy).

This puts it below the US ($15 trillion GDP), China ($8 trillion), Japan ($5.8 trillion), Germany ($3.5 trillion), France ($2.7 trillion), Brazil ($2.45 trillion), the UK ($2.4 trillion) and Italy ($2.1 trillion). But except China, none of the other eight economies are expanding at rates of more than one to 2 per cent.

So, why this sense of despondency and gloom that prevails in the country, with sections of the domestic media portraying a bizarre scenario, virtually dismissing the successful growth story of the past few years as ‘finito?’ This has led to a contagion effect, with even the international media projecting India negatively.

Unfortunately, in the wake of the current economic challenges confronting India, while the media, both Indian and international, have been hammering away about the negatives, there has been a striking failure on the part of decision-makers to counter these charges.

The feeble response to recent developments has apparently exacerbated the situation, leading to fears on the part of potential global investors, who are pummelled by negative news in the international media.

Says Eswar Prasad, professor of economics at Cornell University and a senior fellow at the Brookings Institution: “The Indian economy is at a critical juncture and can no longer count on past reforms to continue pulling the country through in difficult times. Policy choices made in these difficult times will resonate for years to come. The danger now is that, faced with domestic and external peril, Indian officials batten down the hatches and hope the storm will blow over.”

Prasad feels the government should re-energise the reform process rather than beat a retreat. “That would be the best way to secure long-term growth that

“We need to take positive steps, in terms of ensuring the rupee starts exhibiting export competitiveness. I believe there is much to be done”naina LaL Kidwaipresident, FICCI

eswaR PRasadprofessor of economics,Cornell University


would ultimately benefit India’s population, including the poor. And that is also the only durable way to bring foreign capital back in and keep domestic investors from bolting with their money,” he adds.

Government leaders have started initiating steps to revive confidence in the economy, but not enough is being done to publicise it internationally. For instance, the government has announced measures to enhance Foreign Direct Investment (FDI) inflows into more than a dozen sectors including telecom, petroleum and natural gas, insurance and defence production. It has permitted 100 per cent FDI in telecom services.

It has also decided to allow international insurance companies to invest up to 49 per cent in joint ventures. These measures, though belated, are slowly starting to have an impact on sentiments. A recent survey of global companies by the United Nations Conference on Trade and Development (UNCTAD) reveals that India remains the third most attractive destination for FDI after China and the US for 2013-15.

Dr Nagesh Kumar, chief economist, at the United Nation’s Economic and Social Commission for Asia and the Pacific (ESCAP), expects FDI inflows into India to grow by about 15 per cent in the current fiscal.

FDI inflows shot up by 25 per cent year-on-year in April, touching $2.32 billion. Private equity (PE) firms also reported a 42 per cent increase in deals during the first-half of 2013 in India. PE deals amounted to $5.4 billion in the January-June period. Merger and Acquisition (M&A) activity also soared in the first quarter of the current fiscal (April-June), touching $10.9 billion across 130 transactions.

The positives in India’s favour are tremendous and no long-term international investor can afford to ignore these. They include a huge infrastructure deficit, with the government estimating investment needs of $1 trillion over the next four years. India is also the world’s largest democracy, where elections are held every five years and the electorate often changes the ruling regime. Next year, over 700 million will be entitled to vote in general elections, which will be the largest democratic exercise in the world.

Another major plus in India’s favour is its young demographic profile. The country’s median age is 24, which means more than 600 million are below this age.

Jonathan Bernstein of Bernstein Crisis Management, Inc., a reputed California-based firm, classifies three categories of crises: creeping crises (which are foreshadowed by a series of events that

decision makers don’t view as part of a pattern), slow-burn crises (with some advance warning, before the situation has caused any actual damage) and sudden crises (damage has already occurred and will get worse the longer it takes to respond).

He has also identified key mistakes in crisis communications that can result in a public relations crisis. These include:• Playostrich• Onlystartworkonapotentialcrisis

situation after it is public• Letyourreputationspeakforyou• Treatthemedialiketheenemy• Getstuckinreactionmodeversus

getting proactive• Assumethattruthwilltriumphoverall• Addressonlyissuesandignorefeelings• Makeonlywrittenstatements

While India’s economic slowdown is a reality, the negative stories in the domestic and international media needs to be aggressively countered by the government and industry lobbies. Something on the lines of the hugely popular ‘Incredible India,’ campaign, which boosted the tourism sector at a time when it was in the doldrums, has to be launched in the overseas media on a sustained basis. It is time to launch an equally creative campaign targeting international businesses and investors and to portray the Indian economy in positive light. •

“We relied too much on services as an engine of growth. That’s the reason why the pain for India is relatively bigger, than the other emerging market economies,”

indRaniL PanChief economist,Kotak bank


Voices of SanityCOVER STORy

While reassuring comments from government and industry leaders on the current state of

the Indian economy, a few of which have been highlighted below, have helped ease the panicky

response from domestic markets and players, it is time for the government to launch a major

campaign globally, to restore confidence among international investors who are looking for the

right message from those in authority.

Prime Minister Manmohan Singh“We must realise that part of this depreciation (of the Indian rupee) was merely a needed adjustment. Inflation in India has been much higher than in the advanced countries. Therefore, it is natural that there has to be a correction in the exchange rate to account for this difference. To some extent, depreciation can be good for the economy as this will help to increase our export competitiveness and discourage imports.

“The last two decades have seen India grow as an open economy and we have benefitted from it. There is no question of reversing these policies just because there is some turbulence in capital and currency markets. The sudden decline in the exchange rate is certainly a shock, but we will address this through other measures, not through capital controls or by reversing the process of reforms.”


anand shaRMaMinister,Commerce & Industries

“If anybody says our economy is in a position from which it cannot recover, they are wrong”

Finance Minister P. Chidambaram“India cannot afford to grow at less than eight per cent per year and needs more reforms to revive growth. We need less restrictions and a more open economy.

“The currencies of all emerging economies have come under pressure. We have to be patient, we have to be firm and we have to be clear headed in order to strengthen the fundamentals of the economy. I am confident that the rupee will find its true appropriate level.”

Reserve Bank of India Governor Raghuram Rajan“It is a challenging environment but we will overcome it.”

Commerce and Industries Minister Anand Sharma“The macroeconomic fundamentals of the economy are very strong. We have high rates of national saving and national investment (31 and 35 per cent respectively), and also received remittance of $70 billion. Exports, despite weak demand from the foreign countries, stood at $309 billion in 2011-12 and $303 billion last year. We are expecting to do even better this year. The need today is to have confidence and to improve the atmosphere.

“If anybody says our economy is in a position from which it cannot recover, they are wrong. From Brazil to Russia to Indonesia, there is not a single economy, whose currency has not depreciated. But there is no reason to panic, no need to be despondent. Yes, there is a downturn, but there is no need to panic. The government and the policymakers will

face the situation and do whatever it takes to control the situation.”

Rural Development Minister Jairam Ramesh“Brazil and Indonesia are in far worse condition; in China, there has been a definite slackening of growth. All emerging markets are under stress and strain. India appears to be more because we are adept at self-flagellation. When the going is good our swagger is unbearable, and when the going gets tough, our despondency is equally unbearable. We have three years of 8.5 per cent growth and we said that we have arrived on the world stage as a superpower, there was a swagger. The swagger is as irrational as is the current despondency.”

President, Confederation of Indian Industry Kris Gopalakrishnan“We are seeing some panic reactions to the rupee's depreciation, which in our view is not called for. Yes, the rupee is undervalued and we are hopeful that over a period of time it would find its level. We are more concerned with the volatility. Every effort has to be made to ensure that speculative activity on the currency is checked.”

CEO and Managing Director, HDFC Bank Aditya Puri“The current account deficit will come down, with the conservation of fuel, duty on platinum, decline in gold imports. You must start looking at glass half full than half empty. Markets are never rational. They always correct excess on both sides – positive and negative. I can’t explain the markets.” •

FRoM LeFt-RightP. ChidaMbaRaM, RaghuRaM RaJan, anand shaRMa, KRis goPaLaKRishnan,aditya PuRi and JaiRaM RaMesh


NationBuildingCountries around the world launch aggressive campaigns in the international media, even when the going is good. A look at some of the recent campaigns by different governments

Experience ThailandThis Southeast Asian economy has been at the forefront of marketing its attractiveness as a business and leisure destination in the global media.

Choose FranceEven a developed economy like France spends money in promoting itself internationally.

Singapore CallingThe tiny city-state has been a major advertiser in the international media, promoting not just its airline, but also the advantages of investing in and doing business with Singapore.

COVER STORy


TEDA: The right time to investThe Tianjin Economic-Technological Development Area in China is another regional body that believes in targeting investors around the globe by focussing on the advantages of investing there through international ads.

Remarkable IndonesiaThis Southeast Asian economy is also a proponent of promoting itself globally through international advertising.

Brazil, a rising starIt is the ‘B’ in BRICS, but Brazil never misses an opportunity to tell the world about the enormous opportunities that are available for investors there.


The sharp fall in the value of the rupee has resulted in leading Indian developers targeting the overseas Indian market across geographies

The weakening Indian rupee has triggered off a spate of ad campaigns in international titles by Indian real estate developers, targeting

NRIs in several parts of the world including the Gulf. Leading real estate developers across India have

sensed an opportunity to tap the Non-Resident Indian (NRI) market around the globe, following the sharp decline in the value of the rupee vis-a-vis the US dollar. The Indian currency has declined by more than 15 per cent since May, and despite the efforts of the government and the Reserve Bank of India (RBI), the country’s central bank, it continues to plunge.

Says Ananta Singh Raghuvanshi, Director, Sales & Marketing, DLF India Ltd, one of the country’s largest developers: “There is growing interest from NRIs in cities such as Dubai, Kuwait and Singapore in the Indian real estate sector, especially after the sharp slide in the value of the rupee. We expect a lot of inquiries from these markets over the coming weeks.”

Agrees Brijesh Bhanote, director, sales and marketing, The 3C Company, a leading developer from Noida: “There has been

Bonanza for Indian realty developers

a spurt in the number of inquiries from NRIs, who now have more, so-called disposable income in their hands now.”

NRIs from the Middle East and the Gulf, South East Asia and the Asia-Pacific region, besides many from Europe and the US, constitute a significant chunk of buyers of luxury and high-end properties in leading Indian cities including Delhi (and the satellite cities within the National Capital Region), Mumbai, Thane, Navi Mumbai and Pune, Bangalore, Chennai, Kerala and Hyderabad.

Lodha Developers, one of India’s largest real estate firms, saw enthusiastic response from NRIs in the US and the UAE when it launched its prestigious luxury project, The Park, in the overseas markets. Located in Worli in central Mumbai, the project — which features Bollywood superstar Aishwarya Rai Bachchan as brand ambassador — elicited 450 bookings

(valued at over `25 billion) at the launch in early September. The two, three and four bedroom

apartments are priced between `36 million and `100 million.

Overseas Indians accounted for about 25 per cent of the

buyers who made their bookings in the initial stage. “Overall, NRIs form about 15 per cent to

20 per cent of our customer base,” explains Abhisheck Lodha, managing director of the company. Lodha Developers marketed the prestigious project in cities like Dubai, targeting NRIs who have surplus funds thanks to the sharp depreciation of the rupee.

Other leading developers also report a surge in NRI purchases of properties following the slide in the value of the Indian currency. Ashish Puravankara, joint managing director, Puravankara Projects, expects NRIs to account for about 30 per cent of overall sales — as against 25 per cent at present — following the fall in the rupee.

Infinity at Worli

FOCUS


Vinay KaPooRpresident and CeO of London-headquartered Westcourt

“They (the NRI investors) need an apartment to suit their international lifestyle and want it to be managed by someone who has the expertise”

The company’s luxury projects in cities such as Bangalore and Kochi have seen enthusiastic response from overseas Indians. “We have increased the frequency of advertisements in the West Asian, US and Singapore markets and are running online ad campaigns as well,” notes Puravankara. “We are also advertising our projects among Indian community groups abroad, for example community groups of US doctors.”

Lalit Kumar Jain, chairman, Confederation of Real Estate Developers Association of India (CREDAI), points out that NRI interest is highest in more than half a dozen cities including Kochi, Bangalore, Chennai, Hyderabad, Mumbai and Delhi/NCR. “Enquiries from NRIs are very high and now we are seeing conversions as well,” he says.

Consequently, leading developers from these cities participate in four to six exhibitions every year, offering NRIs properties ranging from luxury villas and apartments, to developed plots and even studio apartments. And they continue to invest significantly

in building up their brands by frequently advertising across leading publications and even taking ads in radio stations in the Gulf and other regions.

Vinay Kapoor, president and CEO of London-headquartered Westcourt — which is promoting CityView, a luxury project in Bangalore, which will feature private residences by Four Seasons — notes that NRIs from around the world including New York, London and Dubai frequently visit Bangalore on work. “They need an apartment to suit their international lifestyle and want it to be managed by someone who has the expertise,” says Kapoor, whose company uses several international media to target affluent NRIs around the world.

Many developers have been building their brands in the NRI markets for years, so when an opportunity like the current one — when the rupee has fallen sharply, providing more investible funds for NRIs occurs, they are among the first to reap the benefits, with overseas Indians rushing to invest in their ongoing projects. •

Ms. ananta singh RaghuVanshidLF, director Sales & Marketing

dLF bella Greens bangalore

abhisheCK LodhaLodha developers, Managing director

Mediascope Publicitas has exclusive media

sales partnerships with the most respected media houses from across the world. Many leading Indian real estate players have been regularly advertising in publications including Khaleej Times and Financial Times House & Homes. Along with its media partners the company assists Indian brands to target NRIs across geographies including the Gulf, South East Asia, Europe and the US. To attract NRIs we use multiple mediums such as Print and Radio, besides Events & Conferences, TV, OOH, Digital platforms and Database Marketing. Our Marketing services include planning, research, negotiation, PR and execution.For more details,please contact:[email protected]


IMPaCT

The survey points out that promotional campaigns should be able “to capture the imagination of the tourist by promoting the multi-dimensional and diverse socio-cultural milieu in India”

to India after watching the ads. The ads also had a significant impact on some respondents who decided to change their bookings to visit India after watching the Incredible India campaign.

“The Incredible India campaign has generated a positive image of India as a must-see and interesting destination,” points out the study. But it also pointed out the need to target tourists in other markets including China and Southeast Asia, besides the traditional source markets of Europe and America.

According to the survey findings, promotional activities have to be carried out in all the three formats with higher focus on the electronic media. The survey endorses online media through social networking sites and independent web pages as a powerful and effective tool to reach out to prospective audiences in the future in all the three countries, where the surveys were carried out – US, France and Australia.

“Television is a powerful medium of expression in America and France, thus television ads should be prominently aired in these countries,” says the survey. “Print media is an effective medium for consumers in the age group of 45 and above, thus, the advertisements in this medium should have special focus for this population.”

Noting that 39 per cent of outbound trips in the US were for leisure, recreation and holiday — with top leisure activities including visiting historical places, small towns and villages — the survey pointed out that promotional campaigns should be able “to capture the imagination of the tourist by promoting the multi-dimensional and diverse socio-cultural milieu in India” .

Interestingly, the survey found that India is an extensive leisure destination, where respondents wanted to spend longer periods visiting different

aggressive marketing efforts needed to promote India

Aggressive and year-round marketing and promotion activities should be the focus of the Incredible India campaign by the

Ministry of Tourism, Government of India, says a key recommendation by an expert committee that recently came out with a comprehensive assessment of the ministry’s media campaigns in the US.

The assessment, carried out by the market research team of Ministry of Tourism, in association with AC Nielsen ORG-MARG Pvt Ltd, in its first phase focused on assessing the reach, quality, effectiveness and perception of the target audience in the source market. It referred to the excellent quality, theme and appearance of the ads, while the overall perception towards them was rated as good, which was reinforced by many travellers.

The second phase aimed to assess the impact and effectiveness of the ads in building India’s image as a future tourist destination and assess the impact of media campaigns on the decision of travellers going abroad. The findings point towards a positive impact of the Incredible India campaigns on the audience.

The survey revealed that a significant number of respondents from France and the USA travelled

Research finding shows


their bookings to visit India in the coming one year. Amongst respondents travelling to other countries (568, 59 per cent), 49 per cent of respondents have mentioned they will consider India as a travel destination in the future.The survey also reinforced certain aspects that

have been known by those in the travel trade for many years. For instance, it found that respondents’ perceptions of Indian travel destinations were limited to the Golden Triangle and Kerala and the most identified monument was the Taj Mahal.

“The coverage and ranking of India as a must-see destination in the print and visual medias, state information and tour operators guilds besides the Incredible India campaigns is limited,” says the survey.

Indeed, as the survey pointed out, an aggressive and year-round marketing and promotion effort should be undertaken to ensure that India remains at the top of the mind of potential tourists. •

The Incredible India ads have positively influenced six per cent of travellers among respondents who will change their bookings to visit India in the coming one year

regions at a stretch at leisure. “The notion of leisure travel that is being promoted should be thus strengthened to give a positive impression of the various leisure activities available,” it added.

The Incredible India campaigns have been watched on three formats of print, television and online media. The primary survey covered 955 respondents. Some of the key findings of the survey were:• Keysourcemarketsforoutboundtravelfromthe

US are New York (35 per cent) closely followed by Los Angeles (34 per cent).

• Indiaasa traveldestinationhasbeen identifiedby seven per cent of travellers who were visiting India even without watching the ads, while 27 per cent of travellers have watched the ads and have made definite bookings for India out of the total sample of respondents.

• Theadshavepositively influencedsixpercentof travellers among respondents who will change


SBI felt the need to evolve such as a strategy as it does not have a uniform brand image abroad, unlike its international competitors

$500 BillionBrand StrategyGlobal ad spending is expected to top $500 billion

in 2013, according to a forecast by GroupM, a leading global media investment management operation, which serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare.

In its latest forecast for global ad spends, the agency reveals that worldwide measured advertising spending will touch $507 billion in 2013, a 3.4 per cent growth over the previous year’s figures. The report, ‘This Year, Next Year,’ notes that advertising spending in measured media hit $490 billion in 2012, a 3.6 per cent increase over spending in 2011.

Adam Smith, futures director, GroupM, predicts a 5.1 per cent expansion in ad spends in 2014 to $533 billion. The report predicts a 2.4 per cent decline in spending in Western Europe in 2013; the Eurozone economies now account for a mere three per cent of global advertising investment.

Interestingly, the report predicts that investment in digital media would account for 19 per cent of measured ad spending globally in 2013 at $95 billion. For 2014, digital ad spend is expected to rise by 14 per cent to occupy a 20 per cent share of ad budgets.

Publicis’ ZenithOptimedia has also forecast a 4.1 per cent growth in global ad spending in 2013, with total spend expected to add up to $518 billion. Much of the growth is attributed to increased spending in developing markets including India, China and Russia, offsetting declines in the Eurozone.

Global ad spends in 2013SBI to rework brand strategy for global operations

State Bank of India, the country’s largest commercial bank, is reworking its corporate branding strategy

for international markets to improve visibility and brand recognition globally. The bank is likely to appoint an advisory firm to help it build its corporate branding strategy.

SBI felt the need to evolve such as a strategy as it does not have a uniform brand image abroad, unlike its international competitors, according to sources. The consultant, to be appointed shortly, will help it develop a media plan for international corporate branding and publicity campaigns. These international campaigns would be launched gradually across all markets where the bank has a presence.

The bank has a network of 189 offices/branches in 35 countries spanning all time zones. Its key markets include the US, Europe, the Gulf, Asia and South Africa. The bank’s international assets were up by more than 13 per cent to `1.86 trillion for the year ended June 30.

Mediascope Publicitas and its divisions can connect Indian organisations and corporates to various international media that focus on affluent

readers and viewers in markets across the globe.For more details, please contact: [email protected]

BRIEFINgS


Flying High

Scottish Way

Mobile TV

Handsome returns from global campaign

Zenga TV gets mobile rights forUS Open Tennis Championship 2013

Zenga TV, India’s largest mobile TV platform, bagged the exclusive rights for India for the 2013 US Open Tennis Championship that was held between August 26 and

September 9. Besides cricket, tennis is probably the most widely watched sports in the country. With this initiative, over 22 million users of Zenga TV can watch live tennis action on their mobile devices and listen to live commentary as well. With unmatched streaming quality that doesn’t buffer at crucial moments, the service is free of charge except for the data consumption charges.

“The US Open is the final grand slam of the year that has millions of ardent fans around the world glued to their TV sets, thereby restricting their mobility,” says Abhishek Joshi, CEO, Zenga TV. “Our mobile streaming of the tournament is intended to give you the freedom to watch the action live and on the go.”

According to Shabir Momin, Managing Director and CTO, Zenga TV.com, unlike other mobile TV live 3G applications that do video streaming from internet in real time, his company ensures good live streaming because the cloud computing database airs the content. “At present, we have over 224 million video views per month,” he adds. Zenga is a free live and video-on-demand web and mobile TV service that presents a range of Indian and international television channels in Hindi and English, besides several Indian languages. These programmes can be accessed through PCs, tablets and mobile phones.

Some government leaders and bureaucrats in states across India are hesitant to spend money

on international promotional campaigns in the global media, worried that it may not necessarily translate into increased tourist inflows.

But reports from around the world consistently show that every dollar spent on promoting tourism in other markets results in multiple returns in terms of the number of new tourists who visit your country/state and the amounts they lavish on hotels, shopping, food, handicrafts, domestic travel and other incidentals.

The latest such survey comes from Scotland, where the local tourism agency has highlighted the success of two marketing campaigns. VisitScotland says it got £310m of additional tourism money, a 14 per cent increase over the previous year, following the launch of the campaigns.

“The latest results of our domestic and international campaigns show just how much VisitScotland continues to deliver for Scotland,” says Mike Cantlay, chairman, VisitScotland. “As Scotland prepares to welcome the world in 2014, we're working extremely hard to grasp the magnificent opportunities there are for growth. We believe that

the tourism industry affects all walks of life and we would call on everyone to recognise the potential that next year's unique events can have for the whole of Scotland."

The agency’s ‘Surprise Yourself’ campaign stimulated both the domestic and international markets. The investments in the global marketing campaign are also expected to boost tourism arrivals next year, when the calendar is packed with events including Homecoming 2014, the Ryder Cup 2014 and the Glasgow 2014 Commonwealth Games.

Ryanair, Europe’s ultra-low cost carrier (ULCC), is offering businesses across the world the chance

to advertise their brands on its fleet of 303 Boeing 737-800 aircraft and reach millions of European passengers through the continent’s largest and cheapest outdoor advertising medium. Ryanair operates over 1,600 flights per day, connecting 180 destinations in 29 countries, through over 1,600 routes and will carry more international passengers this year (81.5m) than any other airline in the world.

Companies can have their brand featured on four different locations on the Ryanair aircraft, including on the inner and outer winglets, front fuselage and rear fuselage, for a 12-month period, for a fraction of the price of a newspaper advert, the airline claims. “Ryanair is Europe’s largest carrier, flying more aircraft between more airports and carrying more international passengers than any other airline,” remarks Robin Kiely, the airline spokesman. “And it’s not just low fares that we deliver as we’re now offering businesses the chance to reach millions of consumers through livery advertising on our fleet of 303 Boeing aircraft, ensuring their brand is featured on Europe’s largest — and cheapest — outdoor advertising medium.”

Ryanair offers ad space on aircraft exteriors


GlobalCampaigns

HarvardBusinessSchool

woLF bLassFounderWolf Brass WineryMany industry lobbies in India, who are reluctant

to set up a common pool of funds to launch global marketing campaigns, should listen to the advice of Australian wine expert Wolf Blass. The eminent, award-winning expert has urged the Australian wine industry to do just that: set up a fund and embark on an international marketing campaign.

“To succeed in business we need promotion and something terrible will happen if we don’t,” remarked Blass. “We’ve got no funding to promote the industry. We should have a levy on most winemakers. There are a lot of parasites in this country who don’t contribute to the marketing of their product.”

Indeed, the Australian wine industry has been struggling for the past few years, as domestic growth stagnates and exports are not picking up. According to a report by IBISWorld, a leading international research agency, the sector has declined at an annual rate of nearly two per cent over the past five years.

“Exports have been hurt by volatile economies in key export markets, a soaring Australian dollar (which has made industry exports uncompetitive) and rising competition from new low-cost wine producers,” says the IBISWorld.

Call for stepping up global marketing campaigns: lessons for Indian industry lobbies

Educating leaders who make a difference in the world

The Executive Education programs of Harvard Business School are popular among top executives around the world.

The prestigious business school encourages applications from established or emerging executives who have been recommended by their organisations for leadership development.

The school recently launched an awareness campaign in the Middle East on Bloomberg.com and on Khaleejtimes.com, aiming it at senior executives in different companies.

Worried over the bleak future for the sector, Blass — a two-time winner of the International Winemaker of the Year award — called on his country’s 2,500 winemakers to contribute to an international marketing fund to boost exports.

Indian trade bodies, including those representing medical tourism, information technology, tea and a host of other sectors that are under pressure in the global market, should take heed and also set up an overseas marketing and promotion fund to push their respective products in the global markets.

“To succeed in business we need promotion and something terrible will happen if we don’t”

BRIEFINgS


CaMPaIgN WaTCHSome of the significant campaigns launched by Indian companies in

recent months across global media

effective solutions to over 300 companies, including Fortune 1000 clients spanning verticals such as banking and financial services; insurance and healthcare; life sciences; manufacturing, retail, distribution and logistics; media, entertainment, leisure and travel; energy and utilities; public sector; and independent software vendors.

The company has consistently utilised space on international titles including Forbes, Financial Times and New York Times to target these global firms and expand its business operations.

Forbes Media LLC, publisher of Forbes magazine and forbes.com, is an authoritative source of news and information on business, investing, technology, entrepreneurship, leadership and affluent lifestyles. Forbes.com, a leading business website, currently reaches 49 million monthly unique visitors, according to Omniture. Forbes magazine, Forbes Asia and Forbes Europe attract a global audience of more than 5 million readers. The Forbes magazine iPad app merges the power of print storytelling with social sharing and the web. The company also publishes ForbesLife magazine, as well as 29 licensed local editions around the world.

iGATEiGATE Corporation, the Nasdaq-listed leading outsourcing services company, in association with Forbes, the publisher of Forbes magazine and forbes.com, recently announced the inaugural iGATE CXO Cup golf tournament. This first-class championship-style golf tournament will be held on March 21 and 22, 2014, at the historic Pinehurst Resort & Country Club in North Carolina, USA.

iGATE, which extensively advertises in the international media from India, will simultaneously host the second iGATE CEO Cup at the same venue, where Grand Slam champion Gary Player will co-host both golf tournaments. CXOs of North America will compete for total prize money of $75,000. Winners will donate their prize money to the charities of their choice.

iGATE is the first integrated technology and operations (iTOPS) company providing full-spectrum consulting, technology and business process outsourcing, and product and engineering solutions on a business outcomes-based model. Armed with over three decades of IT services experience and powered by the iTOPS platform, iGATE has a talent pool of more than 28,500 employees and consistently delivers


TAJ ExOTICA RESORT& SPA, MAlDIvES

THE Indian Hotels Company Limited (IHCL) and its subsidiaries, collectively

known as Taj Hotels Resorts and Palaces, which is part of the multi-billion-dollar Tata group, is recognised as one of Asia’s largest

and finest hotel company. Taj Exotica Resort & Spa spreads

idyllically along a pristine beach and serene lagoon in the Maldives. The

company has been promoting this award-winning resort in international media, taking extensive ads in leading general

interest and travel- focussed publications. Taj Exotica Resort & Spa, Maldives, was

featured in several campaigns in the global media recently.

RElAxO FOOTwEARINDIA’S leading footwear manufacturer opened its exclusive showroom in Dubai recently. The company launched a series of ads in the Gulf media, including the Khaleej Times, Arab News and Asharaq Al Awsat, coinciding with the event.

The company’s ads have featured top Bollywood actors including Salman Khan and Katrina Kaif, who promote its colourful and comfortable brands globally.

The company’s products are sold across Asia, Africa and the Middle East. It produces over 400,000 pairs of footwear at its state-of-the-art manufacturing units daily.

CaMPaIgN WaTCH


CaMPaIgN WaTCH - dIgITalPublicitas Digital facilitates the release of campaigns

by Indian advertisers across international websites. A lowdown on the recent major campaigns

wIPRO InFOTECHWipro Infotech, a leading manufacturer of computer hardware and provider of IT services in India and the Middle East, is part of Wipro Ltd, the $6.98 billion conglomerate and global leader in technology-enabled solutions.

The company’s vast IT services portfolio includes consulting, systems integration, application development and maintenance, technology infrastructure services, package implementation and R&D services among others. Wipro Infotech maintains offices across India, and has operations in the Middle East. It also has a joint venture with DAR Al Riyadh Group in Saudi Arabia.

Recently, the company featured its advertisements in the online edition of Khaleej Times, besides targeting mobile users in the region. The campaign targeted the oil and gas verticals in the Middle East.

CHIlD RIGHTS AnD YOuChild Rights and You (CRY) is an Indian non-government organisation that catalyses changes in the lives of underprivileged children in the country. In over three decades, CRY has enabled communities in villages and slums across 20 states in India to work towards addressing the root causes of issues like deprivation, adult unemployment, exploitation and abuse, which constrain the rights of children.

The organisation has a large number of donors, both in India and abroad, who help fund the activities of its partners around the country. In 2012-13 alone, with the support of its donors, CRY has been able to reach out to over 900,000 children in 4,557 slums and villages across India.

CRY recently launched an online campaign in the Middle East — on Khaleejtimes.com — targeting Non-Resident Indians, many of who have been donating to the cause for years.


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Made In India - September 2013

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