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<ul><li><keyword id="1165815" type="PERSON" weightage="20" keywordseo="Kartik-Iyer">Kartik Iyer</keyword> has been appointed as <keyword id="8348457" type="UNKNOWN" weightage="20" keywordseo="publicis-commerce">Publicis Commerce</keyword> Lead and <keyword id="3820828" type="PERSON" weightage="20" keywordseo="Krishna-Mothey">Krishna Mothey</keyword> has been roped in as Head Of Media for the Practice</li><li>The Publicis Commerce Practice offers comprehensive capabilities in the Online Commerce &amp; Retail space and partners with clients on their journey to establish a robust online business.</li><li>The offering includes holistic end-to-end capabilities across Commerce Strategy &amp; Planning, Consumer and Category Insights, Content and eMerchandising, Technology, CRM, Analytics and Data Science, Trade and Shopper Marketing and eCommerce Media. </li><li>The Practice also draws on <keyword id="3315404" type="PERSON" weightage="20" keywordseo="Publicis-Media">Publicis Media</keyword>’s standing and strength as the agency with the largest number of Amazon and Google certified professionals – more than 380 – on commerce media platforms in India.</li></ul> Publicis Commerce has expanded to India and appointed Kartik Iyer as Publicis Commerce Lead and Krishna Mothey as Head Of Media for the Practice. The Publicis Commerce Practice offers comprehensive capabilities in the Online Commerce &amp; Retail space and partners with clients on their journey to establish a robust online business. The offering includes holistic end-to-end capabilities across Commerce Strategy &amp; Planning, Consumer and Category Insights, Content and eMerchandising, Technology, CRM, Analytics and Data Science, Trade and Shopper Marketing and eCommerce Media. The Practice also draws on Publicis Media’s standing and strength as the agency with the largest number of Amazon and Google certified professionals – more than 380 – on commerce media platforms in India. In addition to India, both Iyer and Mothey will also oversee the Commerce capability within Publicis Media’s Global Distributed Delivery (GDD) offering – a centre of expertise based out of India that delivers robust capability to clients around the globe. Iyer has over 17 years of experience across digital go-to-market strategy, brand e-commerce and category management. An Executive MBA from ISB Hyderabad, Iyer’s experience spans companies such as Ingram Micro, Flipkart, Samsung, Apple, Blackberry, Nokia , ITC and Nestle where he has had the opportunity to lead several go-to-market initiatives across multiple routes to market. In his most recent stint as Head of Digital Commerce at Ingram Micro, Iyer was involved in the development and launch of a technology marketplace and direct to customer platforms with accountability for business P&amp;L, partnerships and alliances, program management, e-commerce operations, technology integrations, digital marketing and customer experience. Mothey comes with 12 years of digital media &amp; entrepreneurial experience, across firms such as iProspect and GroupM besides his own entrepreneurial venture. He has worked with clients across multiple verticals and has successfully developed &amp; managed large scale marketing campaigns across FMCG, Travel, BFSI, Healthcare, Real Estate, Auto, Telecom, Hospitality, CPG and B2B sectors. His last stint was with GroupM where where he was instrumental in setting up and managing the central eCommerce media function. <keyword id="937472" type="PERSON" weightage="20" keywordseo="Anupriya-Acharya">Anupriya Acharya</keyword>, CEO of Publicis Media India says, “As Commerce becomes mainstream for clients in India, it is the right time for us to further advance our global commerce offering here. We find there is a great demand for these services in the market both within our client sets and outside. Our strength in digital &amp; performance marketing gives us a natural edge in scaling the global Commerce Practice. Both Kartik &amp; Krishna come with immense brand experience and category expertise and are a tremendous boost to our capabilities.” Publicis Media handles Commerce for clients such as Nestle, Mars Petcare, AO Smith in India along with several global brands through its GDD centre in India.

Publicis Commerce expands to India, appoints two new leaders for the market

<ul><li>Launched in partnership with United Nations Development Programme, the #GharBaithoIndia campaign invites users to share ideas on how to stay safe and beat the <keyword id="8979407" type="UNKNOWN" weightage="20" keywordseo="lockdown-blues">lockdown blues</keyword>.</li><li>To kick off the campaign, creators on TikTok are dishing out original music renditions about their experience on self-isolation.</li></ul> The year 2020 has brought upon us one of the most challenging situations of our time. At a time like this, social distancing has become the prudent thing to do to stop the spread of the deadly <keyword id="8763838" type="UNKNOWN" weightage="20" keywordseo="covid-19">COVID-19</keyword> virus. But it requires us to do something we aren’t accustomed to - avoiding physical contact with people outside our home. Pretty unnerving, right? – especially in the prevailing atmosphere of fear and uncertainty. Being confined to our homes for weeks, it’s natural to feel the occasional pang of desolation or boredom. However, there’s no denying that it’s also a wonderful opportunity for us to focus on activities we would not have given importance to otherwise such as spending time with family, exploring hobbies, interests, new means of recreation and entertainment and focussing on physical and mental health, as the pandemic unfolds, subsides, and dies out. But don’t let that get you down, says TikTok. The #GharBaithoIndia hashtag on TikTok is a good place to start looking for some ideas on the things you can do to make your time at home enjoyable and safe. There are a range of celebrities and creators who have come forward to share things we can do, while staying inside and stopping the spread. Here is what you can look out for: <ul><li>Original Soundtrack: To kick off the campaign, creators on TikTok are dishing out original music renditions about their experience on self isolation. TikTok users can use these track to make their own versions of videos on soundtracks created by <a href="https://www.tiktok.com/music/GHAR-BAITHO-INDIA-6808050055308642305?source=h5_t">Abby Viral</a>, <a href="https://www.tiktok.com/music/GHAR-BAITHO-INDIA-6808063727540111361">Tony Kakkar</a>, <a href="https://www.tiktok.com/music/Ghar-Baithe-Raho-6808010885584390146?source=h5_t">Aariz Saiyed</a>, <a href="https://www.tiktok.com/music/original-sound-Kartik-Aaryan-6806964432426584834">Kartik Aaryan</a>, and <a href="https://www.tiktok.com/music/Ghar-Baitho-India-6808360203902257921?">Viruss</a>.</li></ul><ul><li>Celebrity &amp; creators: Popular celebrities and TikTok creators such as <a href="https://www.tiktok.com/@kunalkemmu/video/6808413948145110274">Kunal Khemu</a>, <a href="https://www.tiktok.com/@riteishd/video/6807461870425885954">Riteish Deshmukh</a>, <a href="https://www.tiktok.com/@rannvijaysingha/video/6807446082931395841">Rannvijay Singh</a>, <a href="https://www.tiktok.com/@thekaranvirbohra/video/6807087417728797954">Karanveer Bohra</a>, <a href="https://www.tiktok.com/@yoyohoneysingh/video/6807452022967635202">Yo Yo Honey Singh</a>, <a href="https://www.tiktok.com/@sejalkumar1195/video/6807709196578999554">Sejal Kumar</a> and <a href="https://www.tiktok.com/@trulynomadly/video/6807716769004883201">Shayanya Iyer</a> are among the many enthusiastic TikTok users who are sharing their moments of fun, leisure and learning from their life at home.</li></ul><ul><li>Game On: Enjoy some fun virtual effect games to keep yourself entertained. Look for games called <a href="https://www.tiktok.com/@theshilpashetty/video/6804313026078985477">Explore Under Water</a>, <a href="https://www.tiktok.com/@kunalkemmu/video/6808389706334752002">Fight with Virus</a>, <a href="https://vm.tiktok.com/snkY4h/">Cricket Game</a> and <a href="https://www.tiktok.com/@theshilpashetty/video/6808115947174513926">Cross The Wall</a>, on the TikTok app. These games are sure to get you into a virtual competition with your friends and family. </li></ul><ul><li>Live on #TikTok: We are teaming up with creators, celebrities, musicians, education institutes and other partners to bring LIVE content to you. So stay tuned!</li></ul>

How TikTok is helping its users beat the lockdown blues

Long before Prime Minister <keyword id="6354477" type="PERSON" weightage="20" keywordseo="Narendra-Modi">Narendra Modi</keyword> had visualized a digital India, the country was already witnessing a trend on the digital front, which was enabling education, retail and eatery reach out to people faster and cheaper. The sudden upsurge in eCommerce did not come in as a surprise given the technology driven time where mobile phones with Internet have become a lifeline for Indian consumers. 
 
A large number of Indian audiences are hooked to their smartphone screens looking for the next big sale. Now this brings a huge opportunity for the eCommerce firms and as well as the advertising world. 
 
GroupM, the world's largest advertising media investment company, in their report titled "This Year Next Year', <a href="http://www.adageindia.in/homepage/interesting-times-ahead-for-the-indian-advertising-industry/articleshow/46131426.cms" rel="nofollow" target="_blank">says</a>, "eCommerce is expected to lead the charge in 2015 in terms of ad spend growth although from a relatively smaller base than more established categories." 
 
No wonder eCommerce firms are going to every extent to capitalize on the mindsets of the people. Time and money both are in favour of eCommerce. But does that mean the brands are lagging behind somewhere while eCommerce makes it a win-win situation? Not really! The digital platform is there for every brand and many of them are using the digital and social media to the core. 
 
But what makes eCommerce firms do aggressive advertising is that they bring brands under one umbrella, are easy to access and are available for a much cheaper price - exactly the things Indians urge for. When we spoke to Flipkart about their advertising funda, this is what their spokesperson shared. 
 
"In the recent years, the advertising landscape in India has undergone a lot of changes. It has transformed into a more engaging and communicative medium. Changing consumer mindset has pushed every brand to experiment with innovative OOH, digital and social campaigns." 
 
She further added, "The need and target audience of every campaign determines the use of different mediums. TV and print have been extensively used for most of our campaigns. Additionally, we have observed that change in the media consumption pattern of Indians has made social and digital advertising crucial for the success of a campaign. With rapid growth in the number of Indians accessing internet and the rise in mobile browsing─ mobile and online advertising have seen a rapid growth/adoption by brands too." 
 
Overall, the Indian advertising industry is growing and brimming with new-age mediums of communicating with the customers. Depending on the nature of the campaign and target consumers, the advertising spends are distributed between traditional and <keyword id="184415" type="ORGANIZATION" weightage="20" keywordseo="new-media">new media</keyword>. Like with most brands, spends on new media has been increasing over the last few years. 
 
Favourable Forecasts 
 
Given the analysis, is it possible that a nascent sector like eCommerce can really topple the big spending behemoths like <keyword id="34523" type="CITY" weightage="20" keywordseo="fmcg">FMCG</keyword>, Auto and BFSI? 
 
Anil S Nair, CEO &amp; Managing Partner, Law &amp; Kenneth Saatchi &amp; Saatchi, believes that there is nothing new to this analysis. "eCommerce and new tech-enabled businesses have been dominating the ad spends for two quarters now. I don't see a change for sometime till the funding dries up or investors run out of patience. It will drive ad rates up and make the traditional brands panic a bit. And we will get stupid briefs like "I want you to do a Flipkart on this." 
 
Kartik Iyer, CEO, Happy Creative Services, also feels that the analysis by GroupM is obvious, "It is quite a possibility and they should know best as they would be aware of the kind of inventories that have been bought for the IPL. Besides the evident need to gain maximum mind share and the aggression to grow the category, it doesn't have any unique impact on the messaging. A brand still needs to say what it needs to, no matter what it spends on visibility. But for sure the pressure on ROI will be definitely felt from the marketing departments." 
 
K Vaitheeswaran, eCommerce pioneer and Founder of Indiaplaza, India's first eCommerce website, opines, "The forecast is not surprising. Selected Indian eCommerce companies are flush with funds. Their only goal currently is to increase top line and acquire customers, whatever the cost to enable the next round of funding. Hence these companies, and of course, <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword> who is also competing hard to build scale in India, will spend massive amounts on mass media this year. I expect this to continue for the next two years at least. I also expect mobile only eCommerce firms like PayTM to also spend lot more." 
 
Vice Versa? 
 
Strangely, traditionally large offline ad spenders like FMCG, Telecom, BFSI companies are allocating higher amounts from their ad budgets to online, while pure play online companies like eCommerce firms are spending more offline. 
 
Mahesh Murthy, Founder, Pinstorm &amp; Managing Partner, Seedfund, believes that this is a temporary blip, which is happening because eCommerce firms have been funded in silly ways to burn each other - and not to do good business. 
 
"Within 12 - 18 months, sanity and depleting bank balances will prevail, and this spend will shrink to a fraction of its current levels. This is just a temporary bonanza for TV channels and news papers who get big ad revenues; and for consumers - who can buy products below cost. But it won't last long," states Murthy. 
 
Now given the platform being huge and too many players trying to make it big, marketing strategies have to absolutely nail it. Murthy says, "In terms of strategy, more firms and their backers will realize that undifferentiated offerings do not work online. Creativity in terms of graphics and text won't make a difference. And undifferentiated firms will die, after burning through their cash." 
 
Truly differentiated offerings, that can capture healthy consumer word-of-mouth, are the ones who will survive. This means fewer people who are trying to copy Amazon or some Chinese company and more people building businesses to uniquely answer India's needs. 
 
However, Vaitheeswaran believes that he does not expect any change in approach or strategy. "It will be more of the same - deals, discounts, offers, specials, and savings in some random order. With so much of spends, there is a perfect opportunity for an eCommerce company to create a memorable campaign but no one so far has attempted to do it." 
 
Differentiate or Die? 
 
Much has been written about positioning of eCommerce firms since the concept was first introduced to the world of marketing. With thousands of eCommerce sites offering very similar product lines and looking almost identical, it is either that these sites ignore this very simple marketing concept or that differentiating themselves is much more challenging online. 
 
Iyer believes, "I don't think I can agree that most eCommerce platforms lack differentiation. Each one scores differently on trust, quality of delivery and service. This is the primary area that consumers build relationships with eCommerce brands. Do we see similar car ads? They all have four wheels and fight with the same specs in each category. So it's unfair to assume that the creative ideas will be the same. Well, I sure do hope they won't." 
 
Whereas Nair expresses, "It's a case of Quantity vs. Quality, though some of them have realized that behaving like footpath vendors outside the railway station no matter how loud you can scream will not make a sustainable brand. So as we have seen in some cases, few emotive stories will emerge and hopefully differentiate." 
 
This year, Indian TV has seen big events like ICC World Cup and IPL tournament and in this race for numbers, top line is all that matters. And very rightly, it is also predicted that during IPL, eCommerce brands will dominate ad spends on broadcast platform. 
 
For eCommerce to advertise a lot during the tournament and also to be the lead sector spending on ads throughout the year, experts believe, will add on to their traffic, sales and losses too. 
 
Image: thinkstock

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Publicis Commerce expands to India, appoints two new leaders for the market

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