BC Web Wise has recently expanded its creative team with the appointment of Nicole Braganza as Creative Director – Copy, who will be based out of Mumbai. Reporting to Chaaya Baradhwaaj, Founder-MD, BC Web Wise, Nicole will play a key role in reinforcing the agency’s capabilities in all creative spheres. The appointment is a homecoming of sorts for Nicole. She has previously worked with BC Web Wise for 5 years, last as Associate Creative Director, before leaving for a brief stint with Grey Group in 2015. Nicole’s appointment is about focused attention and creative synergy across the agency’s client portfolio. In her new and larger role, she will hold responsibility for copy for all brands. The extra edge and zeal that she brings, along with her diverse and extensive digital experience are a welcome addition to the team, as the agency continues to focus on creating meaningful brand experiences that are crucial to clients’ success in today’s concentrated digital ecosystem. Commenting on the appointment, Chaaya Baradhwaaj, Founder-MD, BC Web Wise said, “Nicole’s one of the best creative resources in digital advertising today, and has spearheaded many of our award-winning campaigns. I am so happy to have her back. She is full of zeal and enthusiasm, and always brings fresh creative ideas and a keen understand of the way digital works, that finally helps us deliver clutter breaking work.” Speaking about her new role, Nicole commented, “When you wake up every morning looking forward to going to work, you know you’re at the right place. The energy at BC Web Wise is infectious and I’m thrilled to be back. I feel so lucky to have the opportunity to work with a team that is immensely talented, dedicated and fearless.” Nicole started her career as a copywriter with Tribal DDB in 2009 before moving on to her first stint with BC Web Wise in 2010. Her creative portfolio includes award winning work for brands such as HUL, Sunsilk, Nanhi Kali, and Mothers Recipe. Founded in 2000 and led by Chaaya Baradhwaaj, BC Web Wise is best known for its strategic brand solutions and world-class creatives. It is amongst the few independent agencies in India with a vast and reputed client portfolio including Hero MotoCorp, Hindustan Unilever, ASUS, SanDisk, Pidilite Industries, ITC, Godrej Consumer Products, IDFC, Ruchi Soya and Emami among several others. The agency’s digital solutions range from website development and online marketing to media planning and buying, and extend to mobile platforms and web-based outdoor digital installations.
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For almost a decade now, the subject of marketing efficiently for millennials has been a key focus for brand marketers and their businesses. As a result of which marketing budgets shifted unevenly from ATL or a more engaging BTL medium. But what most brand marketers have not realized so far is that while they continue to focus on millennials, that segment of consumers are grown up today. These consumers are now entering into thirties and for a marketer now is high time to focus its attention to the more younger and far advanced generation making its mark-Generation Z. Generation Z is represented by the group currently aged 12 to 19 (born between mid 1990s to early 2000s) and this target audience segment is actually refreshingly different from millennials. They are well connected with the internet and hence are aware of what’s going on in the world and they do not fall for the same marketing gimmicks that millennials did as Generation Z has learned from their experiences. Where Millennials saw the marketing dynamics change very closely, Generation-Z is born into a new and advanced era of technology and hence cannot be easily charmed. Hence, brands today need to have a different and a more comprehensive marketing strategy for target them. These set of consumers will in no way respond to promises made through costly TVC’s, they are also most likely to not have a look at the front page advertisement on papers that you paid a bundle for as their world is online. Generation Z is that segment of prospective consumers for brand that will only respond to elevated experiences and engagement as and when they come through a medium that is trending. So if you are wondering what kind of campaigns are expected to work for Generation Z? We have the answers outlined for you. A recent study suggests that currently, almost 80 percent of Gen Z’s use at least one social media platform every day. Social media use, coupled with the modern consumer mentality to filter out traditional advertising, has lead to a shift that is changing the advertising landscape. This shift is forcing marketing professionals to ask themselves how they can adapt to new mediums in order to reach their target audiences in the most effective way possible. An example of new medium of this TG influence is the app Snapchat which is very popular among people below 20 years of age. Hence, to target this set of audience recent movies like Ted 2 and Mission Impossible have capitalized on Snapchat marketing opportunity by creating filters for users to integrate into their personal pictures. Companies like McDonalds too have followed the bandwagon and have rolled out successful Snapchat integrated campaigns for itself. Another way to get the attention of Generation Z is to invite them to be a part of your brand through social media ambassadorships, influencer campaigns and virtual focus groups. This will not only help you reach out more aggressively in the segment but will also create a sense of loyalty regarding your brand in them. Marketers today should realize that Generation Z is an interesting yet challenging demographic to engage with and a generic marketing strategy to target them is simply not enough. This segment represents an audience which is an early adapter of change, more technologically advanced audience and more dynamic than any other set of consumer and hence a new and more engaging marketing strategy needs to be devised to target them.
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MeraEvents, a 360-degree end-to-end event listing, promotion and ticketing technology platform, with its corporate headquarters in Hyderabad, has added to its talent pool two top honchos with successful careers and academic backgrounds. While Harmeet Gulati, who will be based out of Gurgaon, will steer the company to next level as the Chief Operating Officer, Ramana Reddy will be driving the growth as Head of Corporate Finance & Investments. MeraEvents has been growing at over 300% YoY in a very dedicated space of events in India and has aspirations to lead this growth sector according to Chennapa Naidu Darapaneni, Co-founder and CEO of MeraEvents. Giving details of the new talent acquisition by MeraEvents, Naidu says that the new talent would bring to table a greater value addition to take the company to the next level with high growth rate and enhanced business visibility. Explaining the reason for the move to acquire top talent from global corporates, Naidu says “what got us here will not take us where we want to”. The new talent will surely help the company optimise the processes and operations and get right investments for its expansion plans. Welcoming the two honchos on board, Naidu observes that their proven track record will help the company ride the next big wave of success. He said that the company expects to dish out more exciting information in the near future. Having a post-graduation in Finance from NIBM, Harmeet Gulati specialises in operational transformation, customer experience and strategic turnarounds. During his management consulting stint, he led assignments across geographies including North America, Middle East, Bahrain, Philippines, Bangladesh and Bhutan, apart from India. He was associated with ECS, PwC and in his last role, he was serving as a Director in the Strategy and Operations practice of KPMG India. Ramana Reddy, an Engineer from Madras University and MBA from Symbiosis, was already part of the raising of investments for MeraEvents. Ramana, who was also with ECS, PwC & KPMG, is a core strategist with hands-on global exposure across India, UAE, Oman, Denmark, Belgium, Spain and Romania. “MeraEvents is at a point of inflection in its growth trajectory and I am happy to be part of this growth phase. Apart from leading the northern footprint for MeraEvents, my immediate focus would be to enhance the efficiency and efficacy of its back-office operations and implement a world class customer service function. I will also help implement HR best practices to make MeraEvents as one of the great places to work for,” says Harmeet. Ramana points out, “MeraEvents now has a strategy to become the leader in events ticketing space and we will prove that growth can happen sustainably.”
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Whenever one speaks to an event expert regarding the profitability of their newly launched event property their answer is that the property is in losses right now and it will take 3-4 more years to be profitable. Yes, solely on the basis of the fact that millions of rupees are invested in different format of events every year, most of the times these events are not able to generate enough revenue to break event the production cost even if the audience is full house and execution is top notch. What can an event manager do in such situation? To solve this issue, we at EE are listing down a few killer ideas to help brands and event curators generate more revenue from their next event. 1-Skip the line In case of crowded events a big hassle that attendees face is to stand in long ques before entering the event venue. To earn more revenue at events, event managers can make special provisions where people who can pay a little extra money will get the chance to skip the line and enter the venue directly. The idea is sure to work in events like EDM festivals or concerts, where people do not mind shelling out a little extra money for comfort. 2-Meet and Greet with celebs If your next event has celebrity presence or performances than as an event manager you can organize a special meet and greet with their fans to earn a little more before the event begins. Think about it, you have already paid the celebs might as well cover their costs through the meet and greet sessions. Fans are willing to pay a lot today for a chance to get photo clicked with their favorite celebrities and performers. One can also sell their autographed merchandise and bring in more money before your event has actually begun. 3-Pre-event or Post-event party Having a pre-event networking party a night before the main event or having a post event party just after the event has been executed is a great way to earn a little more from your event. Not only do these side events help you getting more sponsors on board who will make these parties free for you but keeping these events ticketed is expected to further fill your wallets. 4-Database access For every event that an event manager organizes, he creates a database of attendees and their response to the event for his own self. This database is of great value to other event organizers or brands who would want to research for their next event. By charging them a bomb for the database sharing, event managers can certainly make a lot of money. 5-Hire Volunteers Now this last idea is tricky but most event managers practice this anyways. Tie-up with more event training institutes or colleges so that their students can volunteer free of cost for your next event. By this means you will be able to give them a hands on experience of the event and at the same time you will be able to save on manpower cost. But remember this, these volunteers need to be trained first before they can be handed over the responsibility to take over mundane tasks of the event.
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Rescuing angels in the parking jungle of Oslo. In Oslo there’s always been a problem finding a parking space. And on Saturdays, it’s extra bad. To spread joy and smiles during JoyDay, JoyDayNorway placed four young men in a specially built mock car and helped frustrated drivers find a free parking space.
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T.I.C. has recently announced the achievement of ISO 9001:2008 certification by Bureau Veritas Certification Holdings SAS- UK for its Quality Management System (QMS). With this, T.I.C. has become one of the few companies in the industry to obtain this prestigious certification. ISO 9001 is awarded to the companies who maintain standards related to quality management systems and is designed to help organizations to ensure that the companies meet the needs of its clients, channel partners and employees. Getting this prestigious certification further strengthens the practices, policies and quality assurance procedures of the company that ensure the consistent quality in the services provided by T.I.C. to its internal as well as external partners. Sharing his comments, Gaurav Dhall, MD, T.I.C. said, “At T.I.C. we always emphasize on quality of our events’ and our clients’ satisfaction. More than certification, it was determination to get a compliance of standard to our processes. When we got the opportunity to invest in improving our services for our clients in the documented market place, we were sure that we wanted to do it. We have worked extremely hard on gaining accreditations through ISO and our hard work has paid off. We are now one of the few companies in event industry which are awarded with this prestigious accreditation. We firmly believe that we will be able to justify this certification and will continuously improvise our quality and services for our clients.” Though the company is recently certified by ISO, quality assurance and customer satisfaction has been the key for successful business for T.I.C. for years now. And company continues to do so. Being a strategic partner to a brand, the company will now save more time and money by being officially certified. The changes are now reflected on their website as well.
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As Sunburn prepares to unleash its biggest line-up ever in the 9th year it has announced its strategic partnership with Goa Tourism Development Corporation (GTDC). Sunburn Goa will now officially and proudly carry the official ‘Goa Tourism’ logo on ground, on air, online and on all its advertising. Sunburn will promote Goa, now officially across India and the world through various Sunburn events. GTDC will also have an on ground presence at Sunburn events across India and the world including Sunburn Goa, commencing December 2015. This status has ensued as a result of Sunburn’s continuing contribution to Goa Tourism. Given the global popularity of Sunburn reaching over 50 countries today, translating into an influx of both domestic and international tourists into Goa, it is only apt for GTDC to leverage the popularity of India’s first EDM festival to drive tourism to the State. Goa offers the perfect blend of culture, cuisine, sun, sand and sea, music and a vibrant lifestyle that ranges from sublime relaxation to fast paced fun and entertainment. Sunburn has repositioned and leveraged the state of Goa as the ultimate destination of choice for Entertainment, Lifestyle, Creativity, Fun and Business. The rising popularity of Sunburn since inception in 2007 has put Goa on the global tourism map with tourists coming in from all around the globe to attend this must-visit leading global EDM Fest. Sunburn Goa 2015 is a tribute to the state’s diverse population and heritage; and offers visitors the opportunity to experience the homegrown cuisine and culture through a unique blend of music, food, fashion and sports. Sunburn recognizes Goa’s diverse population and world class heritage including its vast tourist populace and promotes a message of tolerance, friendship and inclusiveness. Sunburn Goa 2015 aims to unite music lovers and will host patrons from over 50 countries at the event this year. This has been confirmed by Viagogo, Sunburn Goa 2015’s official international ticketing partner, based on the attendance, ticket demand, and online search result numbers. This is a greater than 100% growth in international sales since the Sunburn Goa 2014 edition. Fans can now purchase tickets in the language, currency and on the device of their choice, thereby facilitating ease of purchase on a global platform. Tickets are live and are still breaking unprecedented sales records on www.sunburn.in With one of the biggest ever global EDM line-up featuring 4 massive headliners including world renowned DJs Dimitri Vegas & Like Mike, Kygo, David Guetta, Martin Garrix, Aly & Fila and Bassjackers, Sunburn Goa 2015 has garnered a considerablel response in global attendance and ticket sales. Over and above this, renowned artists like KSHMR, DYRO, FELIX JAEHN, HEADHUNTERZ and SAM FELDT will debut for the very first time in India. This power packed lineup is an indicator towards the mega build up and preparations for the 10th year anniversary milestone of Sunburn Goa in 2016. Karan Singh, CEO, Sunburn Global said, “We are delighted to have Goa Tourism as our tourism partner. We are thankful to them for acknowledging the contribution Sunburn Goa makes to the state. Indian music fans no longer have to travel halfway across the world to get the epic atmosphere and impressive roster of headliners offered by other international festivals. Working with various ticket portals has enabled us to broaden our appeal through making tickets more accessible to our international fan base, drawing crowds from over 50 countries, which has helped establish Sunburn Goa as one of the world’s top 3 music festivals.”
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Percept/H, the flagship advertising agency of Percept Limited, has recently bagged the renowned account of Tresmode, a brand synonymous with chic footwear. The account, won by Percept/H on sheer merit has been signed on a retainer contract.The account will be handled nationally with supervision of client operations centralized from the Percept/H Mumbai Office. The brief given to Percept/H by the Tresmode team prior to the presentation was challenging with the single minded proposition directed towards expanding the pool of ‘brand fans’. Today, Tresmode, a brand synonymous with high quality craftsmanship and fabulous designs is at a very interesting point in its growth curve wherein shoppers of Tresmode products are true fans of its products but at the same time are limited in numbers. The focal area of Percept/H’s creative and planning mandate will be to expand Tresmode’s customer base and make it an even more popular and preferred footwear brand. Percept/H will be responsible for the complete 360° creative and media approach for Tresmode across mediums. The scale of work will include Above the Line and Below the Line activities, Digital Activations and App Development. The account was mandated to Percept/H in November 2015, and the creative communication started rolling out across mediums pan India in December. “Over the past six months we have been working towards sharpening our brand position to be recognised as one of the most fashionable footwear brands. Percept/H brings a deep understanding of our story, passion and vision as we look to reach greater heights in the footwear category. Given their integrated approach, bundled by a team of young individuals who bring creative & impactful ideas to the table, we are confident that they will successfully help enhance our brand image as a urban chic, young, fashion forward brand,” says Kapil Mahtani, CEO, Tresmode India. Speaking on the account win, Jiten Bhagat, Chief Executive Officer, Percept/H said, “It is a matter of great pride to be associated with a dynamic and stylish brand like Tresmode. We as a team are thrilled to add Tresmode to the agency's growing and diverse roster of clients.Our success in winning this account has largely been due to our forward thinking approach and a comprehensive understanding of the brand.” Said Anurag Chhabra, Sr. Vice President, Percept/ H, “Tresmode, from the get-go has been very clear in wanting to reinforce itself as the ‘go-to’ place for customers seeking the latest trends and designs. To achieve this, the team at Percept/H will be creating and rolling out a range of niche campaigns which break through the clutter and showcase our brand of creativity in this domain. It's indeed a privilege to work on a brand with such great versatility and taste.”
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