Akshat Dwivedi

This was one fab discussion! With many marketers around on the ET BrandEquity panel, a theme emerged: create meaningful nudges, not ads. Traditional ads can feel pushy and are increasingly being ignored. Many of us have seen a considerable drop in CTRs and conversion rates of our typical demand gen campaigns. This makes focusing on sending thoughtful, personalized messages that really connect with people super important. A timely message offering helpful advice or a special deal based on what someone likes can feel like a friendly nudge, not a hard sell. It shows that we understand and care about our customers’ needs. A paradigm shift like this can lead to better engagement, happier customers, and stronger relationships. A genuine conversation will convert and retain our audience better than anything else. #Marketing #CustomerEngagement

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Exciting Update For Advertisers! The government's decision to ease the mandate on self-declaration for advertisements brings much needed clarity and relief to the industry. No more confusion or uncertainty! It’s important to note that the SDC applies only to Ads related to health and food products. With this move, advertisers can focus more on strategy and creativity without worrying about cumbersome compliance issues. Kudos to the government for listening to our concerns and taking steps to simplify the process. #Advertising #BrandManagement #Marketing #GovernmentMandate #RegulatoryRelief #ClarityInAdvertising

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RELIANCE to revamp CENTRO Another example reiterating the Importance of STP & USP in Retail. If you think you need a Revamp, reach us at www.pchsi.com https://lnkd.in/gBsxghqz #retail #fashion #reliance #centro #brand #brandbuilding #brandidentity #brandpositioning #branding #brandimage #stp #usp #pchsi #peopleconnectindonesia

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What is the process of Making Advertisements? Such an important topic, yet it isn't something you are likely to learn in B School. This is just one example of the many topics I cover in my book 'The Practical Marketer'. Thank you Dushyant Bhatt for sharing this fantastic conversation. The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing is available on Amazon at https://amzn.in/d/0zRbvnR or at Crosswords Bookstore near you. #thepracticalmarketer #advertizing #brands #marketing

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In conversation with Arpan Biswas, Head to our YouTube Channel to listen to the full podcast #1 marketing podcast

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Thrilled to get some glowing reviews on my book from some absolute industry stalwarts! Grateful for the same! :) ‘Most marketing books teach you WHAT marketing is all about – its concepts & principles. This one goes beyond and tell you HOW to be a good marketer – the processes & tools that you can use, to arrive at a sound marketing strategy & plan. A truly invaluable resource for anybody in marketing – or aspiring to get there’ Rohit Srivastava, Chief Strategy Officer, Contract Advertising, India ‘Saurabh’s ‘The Practical Marketer’, is a great encyclopedia for students of marketing and young marketing professionals. It’s a practical Kotler of our times for marketing in the complex Indian stage. In the fast-paced world today, the classical mentoring and learning on the job is going down. In other cases, brand managers find it awkward to ask basic questions on the go during everyday work. ‘The Practical Marketer’ can be a ready reckoner for all those times.’ Nikhil Rao, CMO Mars Wrigley, India As the name suggests, Saurabh’s book is a treasure trove of practical insights for anyone who wants to make a career in marketing. It will be of great value to both students as well as marketing professionals. Nitin Saini, Vice President Marketing, Mondelez In a country where most MBAs do the course without much practical experience, they can feel quite clueless in the early years. This book bridges the gap and is a great guide to learning the tricks and trade of the job called marketing. Saurabh expertly draws from his wide experience and observations of brands across multiple industries and creates a structured and categorized mental diagram of what young marketers should expect, and how their can contribute to their jobs and build their careers. Ganapathy Balagopalan, Deputy Chief Strategy Officer, Ogilvy India   ‘Right from when Saurabh was a young marketer in Cadbury during the early 2010s, his voice would be heard in the meetings involving the ace Cadbury marketing stalwarts and Contract Advertising. Never shy, always clear, always objective and fearless, one knew that his was a voice that would shine. Which is now even more amply reflected in the Practical Marketer where he shares the fundamentals of marketing for young hopefuls. A must read for youngsters coming into the Marketing universe.’ Raj Nair, Growth and Creative Consultant. Former CEO and CCO, Madison BMB. My book is now available for Pre Order at Amazon. Do book your copy now! https://lnkd.in/dzccvxjs #thepracticalmarketer

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Advertising toothpaste without showing classic shiny white smile? Colgate India took a bold and unexpected approach that redefined how oral care messaging can stand out and resonate with audiences. 𝐓𝐡𝐞 𝐏𝐫𝐨𝐛𝐥𝐞𝐦: In a crowded oral care market, Colgate-Palmolive (India) Ltd faced difficulty differentiating itself. Traditional advertising often failed to highlight the importance of teeth nourishment, leaving a critical gap in consumer awareness. 𝐓𝐡𝐞 𝐒𝐨𝐥𝐮𝐭𝐢𝐨𝐧: Colgate challenged conventions with a disruptive campaign featuring a toothless grandmother as the unlikely face of oral care. Leveraging humor and relatability, the campaign underscored the value of nourishing teeth to prevent tooth loss, turning a neglected message into an engaging and memorable story. The result was a boost in awareness, stronger consumer engagement, and a distinct edge over competitors. 𝐓𝐡𝐞 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲: Colgate’s "toothless granny" campaign is a testament to the impact of unconventional storytelling. By breaking away from norms, the brand delivered a meaningful message in a way that was both surprising and relatable, proving that creative disruption can make even traditional categories stand out. This campaign entry video is also so well done! The music is especially catchy and sets the perfect tone. Enjoy watching!

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This is a classic example of what #Thematic communication should be about. No brand. No used cases. No functional benefits. Just one line bridges the brand and the concept. Ander say strong. I have always believed in the notion that a thematic should be around the positioning and not the brand. Bravo! Universal simple insight. Beautiful narration. Pure magic. #HindustanUnilever #DaughtersDay2024 #BetiBannKeAana #ClinicPlus #Advertising https://lnkd.in/dYeTuXkg

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'What were they thinking?' It was me last night during the USA vs England T20 World Cup fixture. Not for the cricket being played but for the two ads I saw. One was by MRF Tyre featuring Virat Kohli, and the other was by Lemonn (yes, with two n), an online broking startup. The first ad, by MRP Tyre, featured Virat Kohli, while the second one was by Lemonn, an online broking startup. In the MRP ad, the voice behind the camera asks Virat for advice: "Virat ji, can you recommend a good car tyre?" MRF once captured my childhood mind with the logo on Sachin Tendulkar's bat — a marketing genius. I don't know why they missed the mark here. Why ask a cricket star about car tyres? Asking Virat to vouch for tyres without context falls flat. Imagine seeing him take on rough terrain, showcasing the tyres' durability—that would resonate more. The Lemonn ad prides itself on being a no-cost ad. It literally shows lemons instead of DDLJ, Chak De India, Mohabbatein, or Dhoom characters in the iconic scenes. Their call to action: Like this no-cost ad, buy stocks at no cost. A fresh approach, sure, but does it build trust? Trust and competence are paramount when it comes to financial decisions. This is especially true when there are many established options. The Lemonn ad, despite the unique approach it tries taking, falls flat on these and, unfortunately, even on humor. What do you think? Should brands stick to their core competencies when choosing endorsers and narratives? Or is it okay to take a creative leap while risking credibility?

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Am I the only one not able to understand what this expensive bill board advertisement is about? Maybe there is context to it from past campaigns / existing campaigns in other media etc but still… a standalone advertising execution should be understood on its own in my view. #outdoor #marketing #advertising

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Max Pharma: Corporate Brand Campaign-1994 I led the strategy for this at Enterprise Advertising, well before the term 'Content Marketing' was coined. Issue: Max Pharma, a manufacturer of 'intermediate' bulk drugs, is entering the 'prescription' drugs category. However, no one knows Max Pharma beyond their select group of customers. Insight: When prescribing/selling/using prescription drugs doctors/chemists/patients need to know and trust the company making them. Target Audience: Doctors, medical fraternity,chemists, and the general public Objective: To create awareness and familiarity for Max Pharma and provide 'aircover' for their sales teams. Strategy: Shift the narrative to 'preventive healthcare' (from curative). Proposition: 'Take good care of your body. It's the only one you've got.' Result: 0 to 23% Brand Awareness in Year-1 (9% TOM) Aside: Doctors requested the Max Pharma medical reps. for posters of the ads to put up in their clinics. #marketing #brandmarketing #corporatecampaign #advertising #brandcommunication #corporatecommunication #pharma

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I recently saw the Colgate new ad in TV. Colgate-Palmolive (India) Ltd has taken a bold step forward in leveraging AI technology for oral healthcare awareness with Logy AI (full article - https://lnkd.in/g7EqYp3i). All one needs to do is scan the QR code on the Colgate pack. This directs them to a WhatsApp account where they are prompted to send a photo of their teeth. In no time, a free dental report is generated. This approach underscores how gamified, interactive campaigns can inspire action, educate consumers, and strengthen brand recall. Traditionally, such initiatives were the domain of large brands with significant resources. That’s what we are trying to break with GameOn Brands, we’re enabling businesses of all sizes to harness the power of gamification. From scan-to-play games to reward-based coupons, we’re helping brands drive engagement and boost sales through interactive experiences. Check out how we’re making it possible - https://lnkd.in/gBiTXiHA

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Salt oral care partners with World Trade Center Pune - India (WTC Pune) to boost retail expansion across premium channels Link in the comments Karan Raj Kohli Niraj Khinvasara Viraj Kapur #mediabrief #Salt #WTCPune #marketing #media

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The power of emotional and psychological triggers in successful advertising Read more at: https://lnkd.in/g2vHVqdc

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Did you catch last night's #SharkTank episode? If you did, you might've spotted something new on #PeyushBansal and no, it wasn't just another one of his signature Hustlr moves. Introducing Phonic - the premium audio eyewear that's about to change how you experience sound and style. *7 hours of battery life *Built-in speakers for the ultimate hands-free audio experience *Smart button control to manage your tunes or calls *Intuitive voice assistant at your service *Seamless Bluetooth connectivity to sync with all your devices *Think glasses with more than just lenses... they’ve got sound, they’ve got style. If you were wondering what’s new on the market - look no further. You saw it first last night, and now it's time to see it for yourself. Want a closer look ? (Yes, we’re feeling the FOMO too.) https://lnkd.in/gckqMTiV Don’t just hear about it. Experience it. #Phonic #AudioEyewear #Innovation #SmartTech #SharkTank #NewRelease

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Good old days of R&F media buying is going to become mainstream for D2C brands. FMCG works like this - sales team gets distribution, the brand team gets awareness and consideration. And if both do their jobs right, the shopper ends up buying. With omni-channel play for D2C brands, reach and frequency based media planning will become important. While the nature of the creative will change, no need for films only, but brands will still need to build awareness and consideration outside of sales platforms. This is where R&F media planning helps, another factor to consider will be continuity of media v/s bursts. Legacy media operators can bring in knowledge and expertise, reducing the mistakes D2C brands make. #d2cbrands #performancemarketing #fmcg #mediabuying #mediastrategy

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Quick #commerce has emerged as a crucial distribution channel for #FMCG companies in India, responding to the rising demand for swift deliveries. These platforms now represent around 35% of FMCG firms' e-commerce revenue. Noteworthy quick commerce platforms in India encompass Blinkit, Zepto, Swiggy Instamart, and BBnow bigbasket.com. To effectively navigate this landscape, companies are enlisting dedicated key account managers to oversee relationships with quick commerce ventures. #Nestle India's performance underscores the significance of quick commerce, with 60% of their e-commerce sales in Q3 2024 attributed to this channel. Among the popular brands available on quick commerce are #Kitkat, #Nescafe, #Maggi, and #Milkmaid, with a substantial offering of 90-120 SKUs on these platforms. #Kenvue, previously affiliated with Johnson & Johnson, has experienced notable growth through quick commerce. Their key brands like #Stayfree, #Johnson's Baby, #Neutrogena, and Listerine are prominently featured. The company focuses on essential health and skin health & beauty segments, aligning with the evolving consumer preferences in the market. Publicis Groupe India Publicis Groupe Publicis Media Publicis Commerce

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