India's advertising industry is facing a serious manpower shortage, especially on the creative side of the business. Pressure on agencies' earnings has affected salary hikes, creating an opportunity for the burgeoning entertainment sector (TV and films) to poach on the limited talent pool. The shortage is mostly among the junior and mid-level executives. In advertising, money for creative people does not start flowing in till they are two to three years into the profession.
Prasoon Joshi, executive chairman, McCann-Erickson India, who will chair the outdoor and ambient media jury at the 55th International Cannes Lions 2008 in France to be held next month, talks to Business Standard about the performance of the Indian advertising industry at Cannes and his vision for McCann India.
During May-June, sales of not only seasonal consumer goods such as ACs and refrigerators go up, but also with more and more families going abroad for holidays, there is a surge in sales of cameras and camcorders and even laptops, according to industry observers. While Reliance Digital is offering value for money combo offers on cellphones to laptops and televisions.
Cellphone advertising is witnessing the first few signs of how it has the potential to become big in the near future. Hindustan Unilever and Coca-Cola, two of the biggest advertisers in the country belonging to the fast moving consumer goods sector, have launched campaigns this month to tap mobile users.
"If Bisleri does not receive this compensation, we will take legal action against Coca-Cola for violating the contract and the Trade Related Aspects of Intellectual Property Rights agreement," Chauhan, chairman and managing director of Bisleri, India's leader in packaged-drinking water and creator of the Maaza brand, told Business Standard.
Bisleri, India's largest packaged-water player, said it would contemplate legal action against Coca-Cola India if the latter did not agree to its objection over the registration of the Mazaa trademark in other countries. Bisleri, however, insists that Coca-Cola has applied for registration of the Mazaa trademark in countries where the brand is not present and has objected to it on grounds that it is a breach of agreement under which Coca-Cola had acquired the rights of Mazaa.
The rise in raw material costs has caused a 10 per cent increase in the retail prices of fast-moving consumer goods as companies are passing on the rise in costs.
In a move to focus on its core FMCG strength, the Burman family, promoters of Dabur India, last week announced their exit from the pharma business.
This is as definitive as it can get. Dutch global beer major Heineken is understood to have outlined its intent to Vijay Mallya's United Breweries that it does not want to have any conflicting presence in India.
Miguel A Torres, president, Torres group of companies, has his friendly, blue eyes fixed on the bubbling market. "We will invest $1 million to hire more people and expand to other parts. We have already invested the same over the last six years," he says. Torres produces red, white, sparkling, and dessert wines, ranging from single vineyard to mass-market brands.
All major players in the Rs 1,200-crore (Rs 12 billion) ice cream market are set to adorn a health-oriented look this year by offering more such products. Amul has already launched probiotic health and wellness ice creams and is also offering sugar free variants. Mother Dairy has decided to expand its naturally flavoured offerings along with its new packaging. HUL introduced Moo ice cream under the health and wellness umbrella. Aavin has also launched a low-sugar ice-cream.
Danish beer giant Carlsberg is all set to commence production from its 2 greenfield breweries - one each in Aurangabad & Kolkata. Carlsberg together with beer major Heineken is part of the $11 bn global takeover of British brewer Scottish & Newcastle, which has 37.49% stake in Mallya's United Breweries. Heineken is also planning to launch its flagship beer brand Heineken in association with Asia Pacific Breweries. Total beer market in India is valued at 8 million hectolitres.
For long, McDonald's has been riding on the affordability plank, advertising its prices that are apparently a throwback to an era. Now, it has to share the plank with India's oldest fast food giant, Nirula's when it comes to people picked from sepia tone menus. In spite of a rise in input costs, homegrown fast food chain Nirula's, which a-decade-and-a-half ago was the only one of its kind in Delhi, has slashed its prices.
They might have made little headway in the market so far, but leading Chinese consumer electronics companies are busy drawing up big plans to expand their footprints in India. After acquiring Anchor Daewoo's appliance business last year, Haier is on the prowl for some local brands. TCL is getting ready to expand its product range to mobile phones and home appliances.
Jon Wilkins, founding partner of Naked Communications, which gives communication consultancy to some of the world's biggest companies such as Coca-Cola, Nestle and Nokia, is looking for people to set shop in India. Initially, he wants to work with only three people here, who have an entrepreneurial spirit & an understanding for brand strategy. He is attracted to India for 3 reasons - India is ready for change, ad market here is growing rapidly and new channels are opening up.
Mumbai's McCann Erickson and Ogilvy & Mather have made it to the list of top 50 advertising agencies in the world. The list came out of awards survey titled The Gunn Report. Some of the other award-winning Indian performers such as Grey Worldwide, EURO RSCG & Lowe India were from the print advertisement space. It also surveyed whether award-winning commercials helped the products. The survey found that out of 400 award-winning commercials, 86.5% led to better product sales.
In terms of price, Tag Heuer mobile phones will be positioned at the top end of the market and cost about Rs 2,21,000. Switzerland-based Louis Vuitton Moet Hennessy group, which owns the brand, has decided to launch the phones in India at the same time as their global launch.
Targets women with new offerings such as Baileys cream liqueur and Nilaya. Liquor maker Diageo India is planning a big marketing push for its core brands such as Johnnie Walker, Smirnoff and newer offerings in India such as Baileys and Nilaya. Both Johnnie Walker and Smirnoff have nearly 90 per cent share in the premium segment of the scotch and vodka market.
Australian Foods, owner of the Cookie Man brand, is on an expansion drive to double its number of stores across India in the next one year. The company has been following a unique model of retailing its cookies through own franchise stores. Cookie Man products are not sold in any other outlet and their franchise stores are located only in malls. The company will continue with this model for its next batch of outlets as well.
International digital marketing company Digitas has partnered with Solutions to enter the digital marketing sector in India. Digitas is owned by global advertising major Publicis Groupe. The new entity will be called Solutions Digitas. Digital marketing was not just online marketing and India is an upcoming market for digital marketing. Digitas will also introduce Prodigious digital production that manages the technology end of digital marketing for clients such as GM & P&G.
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