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<ul><li>The ad has been dedicated to nurses who have selflessly devoted their time to serve the nation. It is due their commitment that countless COVID-19 patients have returned home to their families for <keyword id="6423941" type="DEFINITION" weightage="20" keywordseo="onam">Onam</keyword>. </li><li>The campaign has been conceptualised by <keyword id="6911038" type="UNKNOWN" weightage="20" keywordseo="VMLYR">VMLY&amp;R</keyword>.</li></ul> Pookalams, a popular floor decoration with flowers is an integral part of Onam celebrations. This year, to celebrate the dedication and efforts of nurses, Parachute Advansed Gold has come up with a a heartening digital campaign ahead of Onam, asking people to express their gratitude for the nurses through their Pookalams. As we continue to combat the COVID-19 outbreak, our nurses have selflessly devoted their time to serve the nation. It is due their commitment that countless COVID-19 patients have returned home to their families for Onam. Thus, Parachute Advansed Gold has introduced its #ThankYouNurses campaign with an aim to bring the joy and happiness of Onam to these nurturers. It calls upon every individual to proudly dedicate their Pookalam to these heroes and their valiant efforts by designing it with thank you motif. Conceptualised by VMLY&amp;R, the #ThankYouNurses campaign kick starts with an endearing digital film, which shows a juxtaposition between the COVID-19 survivors getting ready in their finest attire ahead of the Onam celebrations as well as nurses in their PPEs (Personal Protective Equipments) preparing for another day of serving and saving lives. It goes on to show various bright and colourful Pookalams, all designed in a motif of two hands joined which symbolizes “thank you” – an expression of gratitude to the nurses for their dedication towards helping India fight against the <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">coronavirus</keyword> – thereby urging the audiences to do the same and join the brand in this salutation. Talking about this distinctive campaign, <keyword id="1328136" type="PERSON" weightage="20" keywordseo="Koshy-George">Koshy George</keyword>, Chief Marketing Officer, <keyword id="267090" type="PERSON" weightage="20" keywordseo="Marico-Limited">Marico Limited</keyword> said, “As India continues its fight against the pandemic, we wanted to honour the nurturing spirit and tireless efforts of the nurses who have ensured millions of COVID survivors are with their families this <keyword id="36208" type="PERSON" weightage="20" keywordseo="festive-season">festive season</keyword>. Parachute Advansed Gold stands for care and nurturance and has a deeper connect with the consumer larger than just hair. With this heartwarming ode, Parachute Advansed Gold aims to not only salute them, but also encourages every individual to remember them and dedicate their pookalams to the unparalleled spirit of these warriors” <keyword id="4097059" type="PERSON" weightage="20" keywordseo="venkatagiri-rao">Venkatagiri Rao</keyword>, CCO VMLY&amp;R India, said, “As the festive season kicks off, we had to remind everyone that while we’re getting busy returning to our new normal, for nurses on the frontline, nothing has changed. They continue to fight the grim fight, every single day. So, it was important to make this festival about gratitude and remembrance. And who better to channel that gratitude for us than COVID survivors. We made real survivors the voices of Parachute Advansed Gold’s #ThankYouNurses film. Hopefully, the world will follow their lead. And most importantly, never forget what they owe the brave nurses.” <div type="Youtube" id="772UldbHQjs" title="Parachute Advansed | #ThankYouNurses" thumbUrl="https://i.ytimg.com/vi/772UldbHQjs/mqdefault.jpg"></div>

Parachute Advansed Gold's Onam campaign goes beyond the festival, celebrates the dedication of nurses

<ul><li>As personal and domestic hygiene becomes a top priority for consumers, <keyword id="267090" type="COMPANY" weightage="20" keywordseo="Marico-Limited">Marico Limited</keyword> launches <keyword id="9145189" type="UNKNOWN" weightage="20" keywordseo="veggie-clean">Veggie Clean</keyword>, a wash that helps you remove germs, bacteria, chemicals, waxes and soil present on the surface of fruits and vegetables. </li><li>Veggie Clean will be available across e-commerce channels in two SKUs - 200 ml and 400 ml for Rs 149 and Rs 289 respectively. </li></ul>With an aim to aid and strengthen the country’s fight against the Covid-19 pandemic, Marico Limited is expanding its play in the health and hygiene segment. The wash offers a unique mix of ingredients that will help remove germs, bacteria, chemicals, waxes and soil present on the surface of fruits and vegetables without leaving any residue, aftertaste or smell. Increasingly, both personal and domestic hygiene is becoming a top priority for consumers. While hand, body, home and kitchen hygiene is in practice and consumption habits are also evolving in tandem with the current situation, ensuring complete sanitation of our fresh produce is still limited to only rinsing them with water. To bridge this gap with an innovative solution, Marico Limited has launched a first-of-its-kind fruit and vegetable cleaner. Veggie Clean will be available across modern and ecommerce channels in two SKUs - 200 ml and 400 ml for Rs 149 and Rs 289 respectively. The solution does not contain any harmful preservative, is soap-free, chlorine-free and alcohol-free. It can be used to clean all kinds of vegetables and fruits except mushrooms. Veggie Clean is made from ingredients that are derived from natural sources. Simple to use, one is only required to soak and hand rub the fresh produce in a solution made of one capful of Veggie Clean and 2 litres of water followed by rinsing the soaked produce in running water 2-3 times for about 30 seconds. Speaking on the launch, Koshy George, Chief Marketing Officer, Marico Limited said, “We at Marico believe in innovation that makes a real difference and as a responsible organization, we continue to develop disruptive solutions that help address emerging consumer needs. We are witnessing a definite shift in consumer habit and consumption patterns are increasingly being centred on personal and domestic hygiene. Keeping this in mind, we have launched Veggie Clean made with 100% safe ingredients, an industry first innovation which will help consumers sanitize their fruits and vegetables by removing impurities that may be present on the surface. With this launch, we hope to fill an existing gap in the hygiene segment.” With an increased focus on health and hygiene products, Marico Limited has been innovating and intensifying its presence in the category. The company entered the hand hygiene segment with the launch of Mediker Hand Sanitizer in India and hand sanitizer and hand wash in Bangladesh. It aims to continue exploring newer avenues in the health, hygiene and foods sector in other geographies.

Marico Limited launches Veggie Clean that helps you wash germs off your fruits and vegetables

<ul><li>Despite a slowdown in 2019, Marico continued to hold on to market share and refrained from cutting down its marketing budgets.</li><li>Its focus on constantly innovating and coming up with premium products while keeping the consumer at the core of all its strategies helped the brand brave the slow times.</li><li>Koshy George, Chief Marketing Officer, Marico Limited walked us through the factors that helped the brand put up a good show in a difficult year, and its marketing game-plan for the year ahead. </li></ul>
 <div type="Video" msid="73255971" hostid="261" title="Koshy George, CMO, Marico Limited walks us through Marico's performance in 2019 and the key areas of focus in 2020" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=73255971"></div>




It's been just about a year since Koshy George came on board as the Chief Marketing Officer at Marico Limited. While 2019 wasn't particularly an easy year for the overall industry, thanks to the economic slowdown, Marico’s core brands have managed to hold on to their leadership positions. The reason for this growth is perhaps its strong marketing game and the fact that the brand has been focusing on innovation and premiumisation, to solve consumer pain points. Before Marico, George spent close to 15 years in Hindustan Unilever, working on prominent brands like Lifebuoy, Pears, Dove, Lux, Lifebuoy and Sunlight, amongst others. In Marico, George is leading the company’s core hair nourishment brands that include Parachute Advansed, Nihar, Hair &amp; Care, Shanti Amla and Livon, among other brands. For a while now, premiumisation has been helping bridge the gap between what once could be termed as luxury products and products with a more mass appeal. It is also making products more appealing to millennials and a younger set of audience, that is ready to shell out some extra bucks, to get a better consumer experience. Despite being a legacy brand, Marico identified this as a growth area and has been focusing on innovating and coming up with premium products under its portfolio. Why premiumisation will continue to be critical The last year saw the economy witness a slowdown that led to muted growth across industries and FMCG wasn’t untouched by its effects. The effects were most starkly felt in rural markets, which witnessed a substantial dip in sales. However, despite the strong headwinds, Marico succeeded in gaining significant market share in the segments they play in. Its core brands like Parachute and Shanti Amla continued to perform well. “There is a headwind coming in, in terms of the growth of the overall categories shrinking. Competitively, we are doing well, our brands are looking very strong. However, what we need to realize is that the slowdown is here to continue and in such a scenario, how do re-tweak our strategies and get people back to help grow the category,” says George. In such a scenario, what does a marketer do, to protect a brand from being impacted adversely? The answer, George shares, lies in ensuring that consumers get better value from their products. “One of the things we are looking at differently is how do we pass on more value to our consumers? There is obviously some price or promotions we have initiated in the market that ensure that people get the right value at a time like this. Moreover, if you look at the other spectrum, there are channels like modern trade and e-commerce that continue to grow and premiumise. So at that end of the spectrum, we are looking at getting more premium innovations to drive growth there. So we are looking at very different approaches in different parts of the market,” he explains. Livon and its growth story When it comes to the hair serum category, Marico had a clear first-movers advantage when it launched Livon. Years after its launch, despite the category getting cluttered with the entry of a lot of national and international brands, Livon has managed to hold its own. Today, the brand holds about 70% of the serum category. Speaking about Livon’s growth trajectory and the factors that have helped the brand hold on to its leadership position, George says, “Livon has done fabulously well and has stepped up growth in the last few years. For Livon, the core task continues to be driving relevance and building the category, considering it’s a very different format. Most of India is still rooted to using oils, so it’s our job to create the market and educate people on when a serum is used and that continues to be our number one focus. So we have got the product at accessible price points. We also continue to work on upgradations while promoting it around our brand proposition of salon finish hair. Thirdly, we are bringing about a lot of innovation. We now have Livon Colour Protect. We are now looking at opening at sub-segments and targeting modern trade and e-commerce more sharply.” George also says that being the market leader gives them the added responsibility of helping the category grow, which is why he is unfazed by the ever-increasing competition in the category. “Competition coming in is always good because it grows the category faster. We are quite sure that we have a pole position building the category and hence it will always work for us. The trick is to keep innovating and that we continue to drive category upgradation,” he adds. Getting the right marketing mix While slowdowns usually directly impact advertising and marketing budgets, Marico refrained from cutting down on their budgets. Explaining why, George says, “We haven’t really tempered down on our marketing investment because we believe that once you start investing on brands, there will be cycles where the markets fluctuate, but if we continue to invest, we will get the benefits in the long-run.” While TV continues to be Marico’s lead medium, Digital has been witnessing a steady growth, in terms of marketing spends. In the last 2-3 years, the brands spends on Digital has almost doubled. However, George explains that the media mix for any campaign would depend on the purpose of the campaign and the kind of audience they want to reach out to. “While for a lot of our mass brands, TV continues to be the lead medium, there will be cases when Digital will take the largest chunk of our investments. Our investments will depend on our brand and the TG we are targeting,” he explains. Moreover, as a part of their digital investments, Marico is also looking at spending more on new-age social media platforms like TikTok. Marico’s marketing game-plan While premiumisation will continue to be a big focus for Marico, it will also continue to work on bringing people present in the unorganized loose oil category into the organized hair-oil segment. “We believe there is a huge opportunity in premiumisation in all the categories across personal care and we will continue to focus on that. We will continue to invest in new brands, new formats and new benefits for our consumers. Equally while we do that, our strength lies in playing in the core of the market which we have successfully done over the years in terms of upgrading consumers from the belly of the market. So it will be a dual strategy but both for me will lead to meeting our growth ambitions,” adds George.

Why premiumisation will continue to be a focus area and growth driver for Marico

Koshy George, CMO, Marico Limited walks us through Marico's performance in 2019 and the key areas of focus in 2020

<ul><li><keyword id="160492" type="COMPANY" weightage="20" keywordseo="Madison-World">Madison World</keyword>’s Outdoor unit, <keyword id="6456647" type="UNKNOWN" weightage="20" keywordseo="Moms">MOMS</keyword> recently used wind sensor technology for Hair &amp; Care latest campaign #KhuleBaalBefikar. </li><li>MOMS’ servicing and creative teams jointly worked on the idea and execution of the campaign. </li><li>The idea behind this campaign was to highlight the product USP which is ‘light and free open hair’ using technology-led innovation in the OOH space.</li></ul>Madison World’s Outdoor unit, MOMS recently used wind sensor technology for Hair &amp; Care latest campaign #KhuleBaalBefikar. MOMS’ servicing and creative teams jointly worked on the idea and execution of the campaign. The idea behind this campaign was to highlight the product USP which is ‘light and free open hair’ using technology-led innovation in the OOH space. To achieve the campaign objective, digital screens were carefully identified, selected and deployed at high traction sites at different Metro stations in Mumbai and bus shelters in Jaipur. These digital screens were fitted with wind sensor technology. The wind sensors were programmed to be activated with the gust of wind that accompanies the arrival of a train or bus which then activated the ad featuring <keyword id="89958" type="PERSON" weightage="20" keywordseo="Shraddha-Kapoor">Shraddha Kapoor</keyword> from a static image with open hair to an enchanting image of her hair fluttering with the wind. The digital screens were loaded with attractive creatives along with the campaign caption #KhuleBaalBefikar and the brand logo. The campaign spread dreamy smiles and pleasantly surprised commuters who happily clicked pictures and took videos with the digital screens featuring Shraddha Kapoor as her hair swayed with the wind. <div type="Youtube" id="Dx6GCUKPCW8" title="MOMS executes motion sensor technology innovation for Marico Hair &amp; Care" thumbUrl="https://i.ytimg.com/vi/Dx6GCUKPCW8/mqdefault.jpg"></div>

 Speaking about the campaign, <keyword id="1328136" type="PERSON" weightage="20" keywordseo="Koshy-George">Koshy George</keyword>, Chief Marketing Officer, Marico Limited, said, “At Marico, our priority is to understand consumer mindset and accordingly develop an insight-driven campaign. Hair &amp; Care is a young, fun brand for audiences who like to enjoy every moment in their lives fully. These consumers are always looking for entertaining content on the new age social media platforms and are willing to adopt new trends. Our media mix was hence devised scientifically keeping in mind newer formats that would gain engagement from our core consumers. The outdoor motion sensing sites at metros and bus shelters is one such platform that has helped us drive our brand narrative - #KhuleBaalBefikar in a fun, short-video format, thanks to our outdoor partner MOMS.” <keyword id="932213" type="PERSON" weightage="20" keywordseo="Jayesh-Yagnik">Jayesh Yagnik</keyword>, Chief Operating Officer, MOMS says, “Digital OOH is here to stay and will grow multi-fold in the coming years. We at MOMS are gearing up for the onset of DOOH. Not only are we always on the lookout for innovations and strive to connect the dots with Digital but we have set this up as a part of our DNA across all our teams. The endeavor to be in-sync with the latest technology and its implementation in the OOH space is the key ingredient for Hair &amp; Care’s technology driven innovative OOH or rather DOOH campaign.” Madison OOH is a part of Madison World and operates several brands including MOMS, Platinum Outdoor, Activation specialist - Madison TURNT, Rural specialist - Anugrah Madison, Retail Specialist – MRP, Out-Sel and Entrust. Madison OOH group handles marquee clients like Tata Motors, Raymond, McDonald’s, Samsung, Asian Paints, Toyota, Lodha, Kotak, Omkar, Marico, amongst many others. Madison OOH, is a part of Madison World which through its 11 companies served last year, as many as 500 advertisers.

MOMS uses innovative wind sensor technology for Hair & Care's latest campaign, #KhuleBaalBefikar

<ul><li>Marico has appointed <keyword id="1328136" type="PERSON" weightage="20" keywordseo="Koshy-George">Koshy George</keyword> as its Chief Marketing Officer. </li><li>George was in-charge of global leadership for two of <keyword id="6365619" type="COMPANY" weightage="20" keywordseo="hindustan-unilever">Hindustan Unilever</keyword>'s iconic personal care brands - <keyword id="6616182" type="UNKNOWN" weightage="20" keywordseo="Lifebuoy">Lifebuoy</keyword> &amp; Pears. </li><li>Marico could now expect George to ramp up its marketing efforts to boost its exports. </li></ul>One of India’s leading consumer brand, Marico – home to legacy products like Parachute and Saffola – has just poached a global branding expert from rival Hindustan Unilever (HUL). The company has appointed Koshy George as its Chief Marketing Officer. George was in-charge of global branding for two of HUL’s iconic personal care brands - Lifebuoy &amp; Pears while also leading a global consumer platform for the skin cleansing category across key brands like Dove, Lux, Sunlight among others. So what will be George’s mandate at Marico? “He has a very exciting and challenging agenda in driving premiumisation of our portfolio over the next few years,” Saugata Gupta, Managing Director and Chief Executive Officer at Marico said. This could include both new products as well as rebranding initiatives to target upmarket customers who would pay more for a better brand and experience. With George’s experience in leading a brand to go global, it is expected that Marico will expect him to look at its global marketing portfolio too. Marico has made its mark in 25 countries across emerging markets of Asia and Africa, with marquee brands in the categories of hair care, skin care, edible oils, health foods, male grooming, and fabric care. Marico has been focussing on its foreign markets (Bangladesh, Vietnam, Middle East and North Africa and South Africa) also ramping up expansion into these markets. "The company is aiming for 8-10 percent volume growth over the medium term (3 to 5 years), coupled with healthy market share gains," Marico CFO Vivek Karve told <a href="https://www.moneycontrol.com/news/india/marico-aims-up-to-10-volume-growth-healthy-market-share-gains-in-5-years-2911571.html">Moneycontrol.</a> The company saw a 22% revenue from its international businesses as of March 2018. Its annual revenue for the year ended March 2018 stood at ₹6,417.7 crores. For George, the move means coming full circle to where he started out. He joined Marico as a management trainee and went on to be an Area Sales Manager before joining HUL where he rose the ranks in the 14 years that followed. He was the Global Marketing Director - skin cleansing, in his last role at HUL. See Also: <a href="https://www.businessinsider.in/hindustan-unilever-and-glaxosmithklines-domestic-consumer-unit-are-merging-in-what-is-said-to-be-indias-largest-consumer-goods-deal-ever/articleshow/66933852.cms">Hindustan Unilever and GlaxoSmithKline’s domestic consumer unit are merging in what is said to be India’s largest consumer goods deal ever</a> <a href="https://www.businessinsider.in/slower-growth-at-hindustan-unilever-hits-8-figure-salaries-of-top-executives/articleshow/59073411.cms">Slower growth at Hindustan Unilever hits 8-figure salaries of top executives</a>

Marico seeks a facelift – poaches a brand expert from HUL

New Delhi, Apr 16 () FMCG major Marico Ltd on Thursday announced its foray into hand sanitiser category with the launch of 'Mediker Sanitizer' as part of its response to the coronavirus pandemic. As the demand for hand hygiene essentials reaches its peak, Marico is introducing its product in the category under Mediker label, a 50-year-old brand with a strong niche equity in the protection space, the company said in a statement. These hand sanitiser packs have 70 per cent alcohol content that is sufficient to kill 99.9 per cent germs without water, ensuring effective protection on-the-go from disease-causing germs, it claimed. "To start with, Marico plans to donate a part of the production of the sanitisers to some of the Suraksha Stores - a unique private public initiative where FMCG companies including Marico are collectively supporting the government in helping neighbourhood grocery stores embrace safe and hygienic practices," the company said. In addition, some will also be allocated to the community and its partner eco-system, it added. Commenting on the launch, Marico Ltd Chief Marketing Officer Koshy George said, "With Mediker Sanitizers, we are entering into one of the most critical categories in the country today. It is one of our quickest launches, brought to the forefront in record-time, to address the surging consumer demand given the current pandemic." This newly launched range will be gradually made available across medical stores, kiranas, modern retail outlets and e-commerce platforms in select cities. The launch augments the company's hygiene portfolio which currently offers anti-lice treatment shampoo and oil under the Mediker brand. Marico said increased hygiene awareness has accelerated global demand for hand sanitisers following the COVID-19 pandemic. RKL RVK

COVID-19: Marico launches hand sanitiser under Mediker brand

Top leading candidates in Kerala Assembly election result 2021 as per EC data from key constituencies

If you’re a 90s kid, that lyrical tune, a gush of waterfall and bikini clad girl would surely evoke nostalgia and your heart feels with a joy whenever you remember the TV commercial. At a time when getting bold wasn’t encouraged by the audience, curving out aesthetics out of bikini has surely given Liril a high five in its marketing ambit. 
 
And guess what the news is? The Liril girl is back, thanks to Hindustan Unilever’s strategy to relaunch its soap brand Liril. 
 
"These are the roots of Liril. They don't change. And what we're doing is paying homage to the Liril that we all know, bringing alive the very same elements that have been part of our popular culture through time," George Koshy, general manager for personal wash category at HUL told The Economic Times. 
 
The marble green soap brand made waves 40 years ago when model and Air India air-hostess Karen Lunel wore a swimsuit and danced under a cascade to the catchy jingle, reads the ET news report. 
 
"It is an iconic ad in Indian memory and even newer people are interested in history if there is a back story as interesting as that of Liril. In a low-involvement category like soaps, Liril will stand out and surely gain share now," Alpana Parida, president at brand consultancy firm DY Works has told the ET. 
 
After 1985, the brand was defined by models Pooja Batra, Preity Zinta and Deepika Padukone - each seen playing in the water and swimming under the waterfall. But they were merely shadows of the original ad. 
 
Also, it wasn't the same after the 90s, when the lemon product was diluted with variants such as orange and icy blue, followed by a name change to Liril 2000 a decade ago. 
 
"I feel vindicated because there are some appeals that are timeless. Freshness in a tropical country has an eternal appeal which is now being revived," Padamsee told the financial daily, adding that Liril promised a few minutes of freedom from the daily grind of the Indian housewife. 
 
The new campaign, featuring Brazilian model Anabelle and created by Lowe, was launched on social media last week. 
 
"'Must have taken a lot of guts to go back', was one particular response and that sums up our approach - stick to the core," said Koshy. 
 
While the image of the lime and lemony zest soap brand and its ad may not have faded away, its market share did - falling from a high of over 14 per cent three decades ago to less than 2 per cent now - in the Rs 16,000-crore soap category. 
 
(Image: Pinterest)

Liril is back with a Brazilian girl!

<ul><li>With the industry changing at a rapid pace, throwing a new set of challenges every day, experts are hoping that 2020 will be a game-changer that will help them redefine a lot of rules in advertising, with smarter marketing techniques. </li><li>We spoke to a few industry experts to identify these new opportunities that 2020 will bring forth for the industry and here is what they had to say. </li></ul>2019 was an interesting year -- full of ups and downs for the advertising, media and marketing industry. While we saw <keyword id="618493" type="CITY" weightage="20" keywordseo="digital-marketing">digital marketing</keyword> taking the center stage and brands experimenting with newer formats on the medium, the economic slowdown affected consumer sentiments, and naturally, the industry. However, during this period of tough economy, the industry tried to squeeze out the inefficiencies to make themselves more productive. As we enter 2020, the industry is hopeful to rise to its full strength together. They are all set to reap the benefits of AR and VR, voice, influencer marketing, and much more to stay ahead in the game. We spoke to a few industry experts to identify these new opportunities that 2020 will bring forth for the industry and here is what they had to say: Will Scougal, Director of International Creative Strategy, Snapchat: I don’t think there’ll be one dominant trend but several interlinked trends that have emerged over the last decade all achieving scale and creating real shifts in the way we experience and interact with brands. Over the last few years people have increasingly shifted their attention to mobile and, as they have become more confident navigating the world with their handset, they’re looking for quality experiences. What we’ve seen at Snapchat is that people are choosing to spend time adding a creative layer to their world through AR (Augmented Reality). As this format continues to scale, both on Snapchat and beyond, we are going to see more innovative, useful, and immersive experiences being built by brands embracing the marketing benefits of AR as a full funnel format. In addition to the growing popularity of AR, we are also going to see premium mobile video content gain more viewers. As audiences rise, we can expect to see more quality made-for-mobile shows from studios, publishers, entertainers and brands who are adapting to the mobile mindset of people. Ashish Bhasin, CEO - APAC and Chairman India, Dentsu Aegis Network Asia Pacific: Voice and performance will gain much more prominence than they did so far in the industry. With the emergence of OTT and data rates going down, there is a natural preference towards digitisation amongst younger audience. Equally, voice is so intuitive, it will be naturally driven more and more on a daily basis -- whether you are driving or use some voice assistant on your phone, which will be simplified with time. On the other hand, clients are also under-pressure to deliver results every quarter, hence, they will be far more interested in performance rather than just pure brand-building. Prathyusha Agarwal, Chief Marketing Officer, ZEEL: With consumption across platforms, the most dominating trend of 2020 would be brand and character love that transcends multiple screens. Viewers will share their dining tables and living rooms with our content on television satisfying the craving for anticipation of a new story, the first bite to savour the emotion and relationship with our characters every day. They will then stretch it across multiple screens and interactions binging on it, dipping in, dipping out and gorging on it through time and space. As broadcasters, we need to gear up our backend to tailor-make our content such that it is adept to the multiple platform front-end user interfaces. There is a shift needed from thinking of content development as an uncertain creative process to building a nuanced understanding the cultural core that makes viewers tick, what they want/ need, where do they need it and have the capability to evolve our craft to deliver that. To own multiple screens where stories and characters are loved beyond just television, content creators and curators, will have to manage the share of pie on each of platforms to maximise screen hours. Sameer Saxena, Chief Content Officer and Head of TVF: “For 2020, we will continue to strengthen our partnerships with OTT platforms and brands equally. We plan to venture into new genres like thrillers and romance amongst others. We will also explore non-fiction properties as there isn’t much happening in this space. Our aim is to release around 15 to 20 shows in the year including a few in regional languages starting with Marathi. In addition to new shows we're also planning the second seasons of some of our key shows like ‘Kota Factory’, ‘Cubicles’, and ‘Hostel Daze’.“ Dinesh Chhabra, CEO, Usha International: “The consumer durables sector has shown a consistent growth and Usha International Ltd leads this growth from the front riding on new product launches like the Bloom series and Racer fans, as well as the introduction of a whole slew of colorful new kitchen appliances. During this period of tough economy, Usha tightened its operating belt to squeeze out the inefficiencies to make itself leaner and more productive. Usha believes in keeping the customer at the core of our businesses and hence ensures that all the new products that we have recently developed keeping consumer insights in mind and built to fulfil their needs, thereby transforming their daily lives. We expect the New Year to fuel consumer demand and a stabilization of growth patterns in coming quarters. We, at Usha, will continue in our journey to launch new products and innovative technologies, and improve the depth of our distribution penetration specifically in the geographies which are growing at a GDP growth higher than the national average.” Koshy George, Chief Marketing Officer, Marico Limited: One big trend for me will continue to be digital. You will continue to find a lot more digital adoption because the rates, while they have gone up, continue to be rock bottom in the country. And you will find that a lot of time that consumers spend will move into digital and hence the focus to continue to build brands and invest there will be one big trend that we look at. And as part of that, there are a lot of medium like TikTok that have suddenly come and exploded out of nowhere. We have recently worked with the platform and seen really good results so that'll be an area of focus. Secondly, while the economy has been witnessing a slowdown, there is still a room for a lot of premiumization. And there's a big trend in sustainability that is slowly but surely picking up momentum and is something we will see more of in 2020. Amer Jaleel, Group CCO &amp; Chairman, MullenLowe Lintas Group: I see content saturation coming. We have to start seeing consumers as audiences in the Media Age. Everybody is creating content with ease through apps. While this explosion leads to satisfying the creative urge among people and that surely is a good thing, but coupled with the march of platforms and production, this is leading very rapidly to content fatigue. Once we see our consumers as an audience, we have to account for the fatigue they have to overcome to see the frankly poor quality of brand content that most of us are putting out. The only way marketeers and their brand partners have is to be ahead of and fresher than the content that's being dished out. I can clearly see that the phrase 'break the clutter' is outdated. We will have to preempt all the evolution of what we call clutter and be ahead of the thinking of the clutter makers. Gurmeet Singh, Chairman and Managing Director, Johnson Controls-Hitachi Air Conditioning India: To stand out from the crowd, companies are putting the customer at the heart of everything they do. This has led to the emergence of exceptional customer experiences. Marketing in the modern era has to play a significant role in shaping these experiences. Artificial Intelligence is certainly going to be a game changer driving the marketing landscape in 2020. This Next-gen technology will create new avenues of effective marketing and customer experiences. One of the trendiest topics across the world, both in B2B and B2C spaces, AI is going to take the charge as it holds the power to evolve businesses, accelerate customer experiences and boost sales like never before. Audience segmentation with in-depth understanding of the demand is key to success in any B2B module. Here AI will empower and align business, marketing and sales teams to accurately analyze the demand touchpoints much before a lead generation. This will ensure faster and concrete conversion of leads resulting in enriched customer experiences. Artificial Intelligence can play a significant role in influencing marketing strategies and predicting favorable product and service outcome. With AI things will become faster, easier, more convenient and affordable for business ecosystem to meet the ever evolving customer expectations. New India’s smart customer is globally connected and is curious to explore, experiment and experience. Today, customers are considering exceptional experiences as a critical aspect of their buying decision. In the B2C segment, AI has a huge role to play. It is also the responsibility of businesses and marketers to ethically leverage the power of this impactful tool. Without invading the privacy of customers, AI should aim at significantly providing intelligent and informed customer experiences by equipping marketing and product teams to effectively analyse consumer behavior, acceptance, demand and delivery points. This will ensure a smooth end to end customer journey that is more customized and interactive in the most natural and ethical manner. AI will also support the marketing landscape by enabling powerful and high-impact consumer insights to disrupt customer satisfaction and enhance success factors of product and service innovations. TikTok spokesperson: In 2019, we saw a drastic shift in online content consumption behavior. As the internet continued to democratize, Indians moved beyond the traditional consumption of entertainment content and are now avidly looking at videos to educate themselves on variety of topics such as self-improvement, health, fitness, e- learning languages, among others. In 2020, we foresee this trend to grow, with brands and NGOs leveraging short video formats with platforms such as TikTok. At the same time, given shorter attention spans, it will be critical for content to break through the clutter, be creative, fun and engaging, in order to attract audiences. Shamsuddin Jasani, Group MD, Isobar South Asia: Voice as a technology is coming into its own and is going to be a big trend in 2020. With Hindi as a language being made available on Alexa, it will open up huge opportunities in the future. Secondly, with advancements in technology, augmented reality is going to take off in a big way. And the third biggest trend will again come from the world of vernacular content. Local languages are going to explode as we go into 2020 and you will see more OTT players investing on local languages. Pratik Gupta, Co-founder, FoxyMoron: "2020 will be the year for digitally evolved agencies and digitally involved clients. Hyper-personalization of content through all digital platforms should be the biggest trend this year. Along with the innovation on digital; Voice, OTT, Social, Progressive Web Apps, the use of Hyper-Personalisation are going to be imperative. While the entire ecosystem believes that the consumer does not want to see advertisements, I believe that ads &amp; communication served to an exposed cookie pool at the right time and at the right place is the future. This year we will be working on creating workflows, technologies and teams to cater to this need for brands and consumers alike." Also see: 
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