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Bajaj, India’s second largest two-wheeler and three-wheeler company, is aiming to re-enter the country’s scooter market by reintroducing its legendary <keyword id="409918" type="ORGANIZATION" weightage="80" keywordseo="Chetak">Chetak</keyword> on the roads. The report of Chetak returning on streets has resulted in a surge in the shares of <keyword id="6359783" type="CITY" weightage="80" keywordseo="Bajaj-Auto">Bajaj Auto</keyword> by 1.2%; on the contrary, <keyword id="87196" type="COMPANY" weightage="80" keywordseo="TVS-Motors">TVS Motors</keyword> registered a fall of 2.5%. The information was revealed in an Economic Times report. 
 
According to the ET report, owing to a lack of a scooter offering, the market share of Bajaj remained less than that of its rival TVS Motors. Experts believe that the Pune-headquartered firm has decided to re-introduce Chetak after analysing the growth aspect of the Indian scooter market. The company has also re-registered its Chetak brand, the business daily stated. 
 
The tagline of Chetak which is ‘Humara Bajaj’ had remained a household name for several years. However the present scenario is different. Currently, Bajaj is struggling because of not changing the business dynamics with the trends of the industry, the ET added. If you remember rightly, it was Bajaj which had brought revolution in the market with its premium bikes like Pulsar. 
 
In February 2015, the motorcycle sales of Bajaj Auto slumped by 21% at 2,16,077 units as against 2,73,323 units in the year-ago period. 
If we believe the reports, the new-look Bajaj Chetak could be a gearless machine that can take on the trendy Vespa or similar models in that group. Market experts believe the Humara Bajaj tagline for the scooter might once again bring back the lost fame that Bajaj used to enjoy years ago.

If you know about Chetak, the scooter brand that made ‘Hamara Bajaj’ a household name, read this!

<ul><li>The world as we knew it, has perhaps changed forever. However, the current situation also has some positives. Look at how the Covid-19 disruption is already proving to have positive environmental benefits.</li><li>Brands will now be recognized basis what they do, how they do it, and what are they bringing for the community at large. Consumer decisions will be based on social dimension more than functional &amp; emotional. </li><li><keyword id="9112822" type="UNKNOWN" weightage="20" keywordseo="mamtah-sabhrwal">Mamtah Sabhrwal</keyword> Group Head - Account Planning, <keyword id="2780191" type="PERSON" weightage="20" keywordseo="Isobar">Isobar</keyword> writes about how things might be different in the post Covid-19 world.</li></ul>We will come out again. We will rise, we will run, we will fly again. The world is waiting to live the future &amp; skip the current times. But is this time to run into the future or run back in time? Is this the time to edit the story without mercy or writing a new one? Everything changes when we go through unprecedented &amp; difficult times. And times like this not only change the way we view things, but it changes the more fundamental assumptions we make about our lives, seeing things taking new shapes and asking more confounding questions about our true existence. Humans are incredibly adaptable, so the evolution with time is indisputable. And while the changing times will show us the future in the due course of time, taking note of things that could have been better in the journey of human civilization can be another way to write a new story. And we see something similar taking place with brands too, there is more of action &amp; less of talking. Advertising industry has always been fearless in taking bold steps and pushing the culture forward. It has created stronger purposes for the companies and more innovative ways to connect with the audience. We have come a very long way when we look back at our journey in the advertising from Lalithaji on making your whites whiter to Hamara <keyword id="6358511" type="DOMAIN" weightage="20" keywordseo="Bajaj">Bajaj</keyword> in celebrating the spirit of new, young &amp; aspirational India, from changing the culture narrative with share the load to the content boom of long format ads with prison break . We were always ahead of the curve in molding &amp; transitioning from the golden age of advertising to witnessing a boom immediately after a global recession with liberalization in 90s. Look at how digital advertising changed the rules of the game by making the consumer the king in deciding to watch or skip ads. And when the industry was at the mercy of the consumers’ choice, it again evolved us into becoming content creators. It moved away from interruption to engagement. It moved from forced concept of advertising to entertainment through un-advertising. Today, a great advertising campaign either entertain or engage. It is an exciting time to work in the discipline of foresight, to lean into this changing landscape, imagining new possible scenarios and building future-fit strategies to turn this uncertainty into action. Right now, businesses need to recalibrate and regard fear as a positive catalyst, not a threat to all that we currently know. And we need to start with rethinking the most fundamental things ranging from work to entertainment to living to communicating to consumption. And nonetheless witnessing this time is going to create a long-term memory, hugely impact us in completely changing us for the coming times. Advertising in the new decade will expand from communication &amp; content to real action. It is going to be the decade of undoing what humans had done in the past. From reconnecting with the neighborhood to again learning to live with limitations. Look at how the Covid-19 disruption is already proving to have positive environmental benefits. And similarly, brands will be recognized basis what they do, how they do it, and what are they bringing for the community at large. Consumer decisions will be based on social dimension more than functional &amp; emotional. Consumers will ask themselves what is in there for us instead of asking what is in there for me. Communicating through action is going to take the center stage soon. The world will move away from the concept of CSR which focusses only on giving away a part of the profits in doing good. It will move into the concept of building brands &amp; business models that are sustainable &amp; continue to take actions for the community. Traditional businesses will reconsider their revenue-models or extinct in the new scheme of things. Social entrepreneurship will become mainstream. Non-contributing nature of businesses will be rejected by the consumers, lip-services by brands will become a thing of the past &amp; doing-good will be the new business as usual. Purposeful marketing will be the only marketing left in the future. Brands will be creating products by integrating the needs of the consumers as well as the society. The future is as uncertain as this pandemic but most effectively we can move into the future through rethinking the divide in the society, reconsidering the effects on the environment &amp; recreating our communities are going to be the new buildings blocks for brands &amp; businesses to reimagine/reassesses its position.

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<ul><li>Speaking on Day 1 of Business Insider’s Global Trends Festival, <keyword id="802647" type="PERSON" weightage="20" keywordseo="devraj-sanyal">Devraj Sanyal</keyword>, MD &amp; CEO <keyword id="734304" type="COMPANY" weightage="20" keywordseo="Universal-Music-India">Universal Music India</keyword> and South Asia, <keyword id="3649716" type="PERSON" weightage="20" keywordseo="tarsame-mittal">Tarsame Mittal</keyword> - Founder, TM Talent Management, <keyword id="379877" type="PERSON" weightage="20" keywordseo="Sonal-Dabral">Sonal Dabral</keyword> - Creative Consultant and Ex-CCO, South East Asia at Ogilvy, <keyword id="3010984" type="PERSON" weightage="20" keywordseo="Viral-Jani">Viral Jani</keyword> - Senior Vice-President, Investment Operations, Times Bridge and Carlton Braganza - Entertainer &amp; Founder, Opus discussed how music has become the real social connector today.</li><li>The lockdown has helped bring communities together, and led to artists and content creators using newer ways of not only creating content but also reaching out to their audiences. </li><li>They also spoke about the role technology and tech platforms are playing in democratizing music and helping artists and creators reach out to a larger audience in a digital world.</li></ul>Over the years, music has been an important tool in bringing people together but in these last few months, when the entire world was locked in their homes, it took on a larger purpose. We saw people singing from their homes to cheer for health workers, saw individuals serenade neighbors from their balconies. But we also saw music play an important role in the digital world, bringing people together, despite they being in different parts of the world. As a part of a panel discussion held during Business Insider’s Global Trends Festival, we brought together experts from the world of music to discuss how music became the real social connector during these tough times and how technology helped enable this. The session which was moderated by Devraj Sanyal, MD &amp; CEO Universal Music India and South Asia had panelists including Tarsame Mittal - Founder, TM Talent Management, Sonal Dabral - Creative Consultant and Ex-CCO, South East Asia at Ogilvy, Viral Jani - Senior Vice-President, Investment Operations, Times Bridge and Carlton Braganza - Entertainer &amp; Founder, Opus. Music and brands Over the years, we have seen music play an important role in advertising. With famous jingles like Hamara Bajaj or Piyo Glassful Doodh, brands have been able to create a huge impact in consumer’s minds and helped in the process of brand-building. On how a few memorable brands were built on the back of strong jingles with music at the core of its communication Dabral shared the story of McDowell’s Soda’s famous friendship anthem, Ye No 1 yaari hai. “Friendship had been at the core of the brand’s communication and we were thinking of how to develop on the idea. During my research, I was reading up on friendship and I came across a few farewell videos of people where I saw many of them use the song ‘Yaaron Dosti’ in the background which is a popular song by singer KK. It was then that the idea of creating a friendship anthem for the brand struck me,” shared Dabral. Dabral then wrote the lyrics of the song which was composed by music composer Rajiv Bhalla and the brand gained tremendously due to this song. From just a brand campaign, the song also became the foundation for No.1 Yaari Jam Pad which was a platform for music enthusiastic to collaborate with like-minded people to create new music and showcase their stories to the world. The need for artists to be social While music has always been social where people have gotten together for gigs and concerts to enjoy music together, with the advent of social media, artists have gotten various new platforms to showcase their talent. Discussing the need for artists to be active on social, Sanyal asked Mittal about the importance that social media plays in the lives of today’s artists. To which Mittal said, “It plays a very important role. Music is the creator of consumer economy today and creators are creating music for consumers and all of us, be it managers, labels etc, are a part of the mix. Social media is a platform that helps these people tell their stories. There are many artists who might not be always active on social media but they are still active on a few platforms. In my opinion, even an interview is a social communication and when artists communicate, we get to see a part of their personal narratives. As an audience, we are able to see a new perspective of culture through music.” The importance of making music social Speaking about how challenging the last few months were for the entire world, Sanyal said, “It was a time when people were desperate for connections, and that’s what we got, due to the intervention of technology.” He cited the example of Jukebox Jammies, an online show created by Braganza that has now seen over a 100 episodes. Elaborating on how the show started, Braganza said, “I started the show at the beginning of the lockdown and I started it as a joke saying Modiji was not allowing me to go outside my house. It started out as a half-hour show where people would request songs. Initially there were 20 people but the number kept going up with each passing day. I thought I would do it till I could get out of my bedroom, but slowly it started feeling like it was making a difference to certain people. I had friends coming in, specialists who helped me with the tech side of things. The numbers kept growing. It slowly became a virtual community coming together and waiting for me to be there. From it being a show where people were asking for me to sing, it became more of a community where the music was incidental. I saw a whole community coming together and I started touching upon other person things too, stories about where I grew up. I got messages from people saying this was taking them to an uncomplicated, happy space when things were nice. It brought with it friends, music and connections. People came together and it became a cool hangout which had music at its centre.” How technology became an enable for music to go beyond boundaries Sanyal also touched upon the role social singing platforms like <keyword id="191951" type="COMPANY" weightage="20" keywordseo="Smule">Smule</keyword> was playing in building communities online and giving people a platform to showcase their talent, and how technology was again making it possible. Looking back on the evolution on social media over the years and how platforms like Smule are now using the power of social media to bring people together and become a part of a community while also building a following for themselves, Jani said, “The first phase in the journey of social media was when platforms like Facebook were created. People were using these platforms to connect with each other in small circles. The second phase moved to public expression, when we saw platforms like Instagram and Twitter come in which made one-to-many communications possible. The third wave however made it easy for the creation of content and Smule is a part of this third generation of social network. Our platform is making it easy for not just singers but even regular people to sound good. It allows you to create content and take it out to other social platforms. It has helped build communities and we have seen that magic happen over the past few years.There is a rallying around that happens. Even regular people who don’t really have a singing background can have thousands of followers on the platform where they make friends with music and they also create music with friends.” The platform also witnessed massive growth during the lockdown months owing to the fact that people were stuck at home and were looking for interesting things to do, to keep themselves engaged and entertained. “We saw people come to our platform during the lockdown months and use it as a way of alleviating their stress. We saw close to 200% increase in downloads and over 130% increase in the monthly active users during the lockdown,” he shared. The lockdown also led to people embracing technology much faster than they otherwise would have. It also saw many businesses innovate, to come up with content created from the comforts of their homes. Sharing a few such examples, Mittal said, “Technology is really important for everything we do along with the creativity and the content we create. During the lockdown, we discovered so many tech platforms which helped us come up with online content. We organized the Rise India Awards with Red FM on multiple platforms. We also shot a video with 2 of our artists, where everyone in the team was in their respective homes. But with technological intervention, we were able to shoot the entire thing from people’s respective homes. We also organized ‘Mimicry Ke Superstars’ with Paytm which was a digital reality contest. We did All About Music completely digitally this year by integrating different technologies onto one platform. So, right now technology is the most important part of our work that is bringing everything together. In fact, I am pretty sure that even once the pandemic and lockdown is over, technology will continue being an important part of our lives and everything we do.”

How music has become the real social connector, and technology has helped democratize music in today’s digitally connected world

<ul><li>Audio has undoubtedly played a critical role in the journey of so many brands over the years.</li><li>While it had lost a bit of its relevance with the advent of television, the increasing popularity of music and audio streaming apps are opening up new opportunities for brands.</li><li><keyword id="9987793" type="COMPANY" weightage="20" keywordseo="alexander-donics">Alexander Donics</keyword>, Category Development Officer, CPG, <keyword id="685487" type="COMPANY" weightage="20" keywordseo="Spotify">Spotify</keyword> talks to us about all that Spotify is doing to help brands engage with audiences in a highly effective way.</li></ul> From time immemorial, audio has been an important ally for brands in the process of brand-building. Back in the days of radio, many brands have been built through catchy jingles. Jingles played an important role even when television came about. Who can forget famous jingles like ‘Hamara Bajaj’ and ‘Washing Powder Nirma’ that made so many of these brands household names? However, with television sets entering most households, a lot of audio branding lost its relevance and we stopped seeing many memorable audio campaigns. Having said that, things are again changing now, thanks to more and more people beginning to use music streaming platforms. As more and more people are starting to use these platforms, advertisers are realizing these are great mediums to build a strong connection with an engaged set of audience. We’re today living in a time when increasingly consumers are connected to audio platforms, listening to music and podcasts, bringing with itself a huge opportunity for marketers. To understand how audio is increasingly playing an important role in consumers’ lives and how brands are using audio streaming platforms to make the best of these platforms, we spoke to Alexander Donics, Category Development Officer, CPG, Spotify. The evolving role of audio in marketing Audio has undoubtedly played a critical role in the journey of so many brands over the years. However, its role is constantly evolving. Brands are finding newer ways of reaching out to audiences. The lockdown also gave a unique opportunity to these platforms which witnessed a spike in listenership during the initial few months. Data from Kantar – VTION’s passive OTT Audio Audience Measurement service (an April report) stated that there had been a 42% increase (amongst consumers able to consume OTT/Streaming Audio platforms) in time spent on listening to OTT/ Streaming Audio apps owing to the fact that they were all house-bound. Consumers are always on the lookout for new engaging content and audio streaming platforms have done a good job in fulfilling this need. On how consumer needs have evolved over the years, Donics said, “Today, consumers are almost constantly connected to audio platforms, listening to music and podcasts throughout different moments of the day across many devices like smart speakers, cars and gaming consoles, offering them relief from the screen fatigue they experience. And this is particularly true amongst <keyword id="159493" type="PERSON" weightage="20" keywordseo="Gen-Z">Gen Z</keyword> and Millennials, who love platforms like Spotify that offer them a tremendous breadth of personalized content.” Brands have been quick to spot this new touchpoint that presents them an opportunity to connect with an engaged audience. He further explains, “This creates a relevant and huge opportunity for FMCG brands to reshape their approach. Streaming audio creates rich listening behavior insights--at Spotify we call it our Streaming Intelligence. Brands are able to leverage these unique insights to define where, when, and how to best reach and build relationships with their audiences in a high-engagement environment that drives results across the full <keyword id="7558706" type="UNKNOWN" weightage="20" keywordseo="Purchase-funnel">purchase funnel</keyword>.” Speaking about how the months of lockdown led to a shift in content consumption, Donics added, “Without a doubt, the past several months have driven a significant amount of change in the media landscape. Some of the more obvious changes Spotify saw as a result of the lockdown was a shift in how and when audio consumption was taking place. Commuting was for the most part put on hold - so understandably, listening in transit or within cars shifted to in-home environments and a wider-array of devices, such as smart speakers, connected TVs, and gaming consoles. And with that, we have seen a significant rise in co-listening - for example, families listening to music together. This is an interesting trend for brands to consider moving forward - how can they plan for the different contexts in which their consumers are listening? How does messaging need to evolve when you aren’t only speaking to the individual shopper, but also to their entire family?” He adds that Spotify monitors these signals and this helps them in continuously evaluating the content they curate on the platform. The new playlists and podcast recommendations that are powered by their algorithms all take this type of behavior into account. How brands are innovating Considering the spike in usage and the fact that more and more Indians are opening up to listening to non-music content on these platforms too, is giving brands a chance to innovate in terms of the way they are engaging with their audiences. When asked if brands have been innovating on its platform to communicate with its target audience, Donics said, “Absolutely - and I think there is an art and science to this as well. Brands are increasingly recognizing that not only can Spotify help illuminate new behavior, but that we also offer a really intimate messaging environment. Now more than ever, there is a need to go beyond standard brand-building approaches. We are seeing FMCG brands leveraging our platform to communicate messages of togetherness, recovery, and healing. For example, earlier in the year, Amstel created a playlist in Spain that sought to recreate the sounds of bars and restaurants.” “Everyone is trying to make sense of this “new normal”, and brands are turning to Spotify as a trusted partner in this effort. And that to me is one of the bright spots in all of this; marketers are showing they care. At its core, brand-building in the FMCG space is about consumer understanding and empathy. It is what attracted me to industry, and every marketer worth their salt will tell you that it all comes back to the consumer. But our ways of understanding the consumer need to evolve beyond traditional methods. That’s the promise of Spotify’s Streaming Intelligence, and given our understanding of context - the moments, moods, and mindsets our listeners are in - we can help brands tailor their messaging to ensure it resonates - while audiences come and stay on our platform to engage with an experience that is unmatched,” he added. Spotify’s advertising solutions Over the past few years, Spotify has been ensuring that it offers innovative solutions to brands to make the most of its platform. On what are some ways they’ve been helping brands tell their stories, Donics said, “While we are an ‘audio-first’ platform, we have a range of solutions for brands to take advantage of, both in formats and channels. We have seen a number of traditionally video-driven advertisers ramp up their streaming audio investments as they seek to connect with consumers in an uncluttered environment. We have also seen video advertisers extend their video campaigns through our Sponsored Sessions ad experience given the incrementality of our reach. Driven by the need for greater precision and flexibility, we have seen a significant share of our FMCG advertisers choose to activate via our programmatic channels.” Brands have also increasingly started looking at podcasts as an effective way of reaching out to people. Having recognized this opportunity pretty early, Spotify is also encouraging brands to use it as a tool. “Finally, FMCG brands are leaning heavily and quite quickly into podcasts. This is a particularly exciting trend for us given our well-known investments in the industry, and brands can no longer ignore the amount of time spent and engagement their consumers have with this format. We were excited to have P&amp;G’s Dawn and Tide come on board as the sponsors of The Michelle Obama Podcast in the U.S. Watch this space, this will be a very important medium for FMCG brands moving forward,” he added. The importance of measurement While more and more marketers are now opening up to experimenting with platforms like Spotify, many of them still question the effectiveness of the campaigns and the ROI it gets them. On how Spotify is making it easier for brands to measure effectiveness on its platform and therefore helping create brand value, Donics said, “While Spotify has a unique cultural appeal, we recognize that FMCG brands are seeking proof of performance to justify their media investments. Because of this, we have a number of third-party measurement partnerships with the world’s leading measurement firms including Nielsen and ComScore to ensure that we can gauge our effectiveness across a spectrum that we refer to as Reach, Resonance, and Reaction, and we have a team dedicated to not only managing measurement on behalf of our FMCG brand partners, but also helping to interpret the results in the context of the streaming space. This is a big part of how we prove our value to marketers: we don’t want to be just another part of the media plan, we want to be trusted business partners that help create brand value.”

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If you know about Chetak, the scooter brand that made ‘Hamara Bajaj’ a household name, read this!

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How music has become the real social connector, and technology has helped democratize music in today’s digitally connected world

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How Spotify is ensuring brands can make the most of its advertising offerings

Samarpita Banerjee

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