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<ul><li>The company is also investing in wider solutions covering creative and digital testing, concept and innovation testing through the <keyword id="9832625" type="General" weightage="80" keywordseo="kantar-marketplace" source="Orion">Kantar Marketplace</keyword> platform.</li><li>Launched in 2020 in India, <keyword id="1199021" type="General" weightage="100" keywordseo="kantar" source="Orion">Kantar</keyword> Marketplace is a market research platform that empowers insights professionals, marketers and agencies to build meaningfully different brands with speed and agility.</li></ul>Kantar, the world’s leading data-driven analytics and brand consulting company, is continuing to invest in technology to elevate insights for the past few years. It is an integral part of its growth strategy to help clients leverage the power of AI, technology and big data at speed and scale to uncover emerging trends. The company is also investing in wider solutions covering creative and digital testing, concept and innovation testing through the Kantar Marketplace platform. Launched in 2020 in India, Kantar Marketplace is a market research platform that empowers insights professionals, marketers and agencies to build meaningfully different brands with speed and agility. It is the only market research platform with solutions that have been independently validated to predict sales and brand growth. In India, Kantar Marketplace is gaining traction with its innovation suite in concept and pack testing. This is likely to gain even more momentum as Kantar launches Link Now, Link Express for Digital and Context Lab solutions, as part of the <keyword id="12147286" type="General" weightage="20" keywordseo="creative-and-media" source="Orion">creative and media</keyword> effectiveness solutions, respectively, to help clients maximize returns on digital campaign investment. Advertising Spend on digital marketing is at an all-time high. As per a report by Dentsu, India’s digital ad spend reached Rs.18000 crores in 2021. For Kantar, the biggest driving force behind Kantar Marketplace has been the belief that agility is more than just speed and cost. It is the ability to test and learn in a robust, scientific manner. Kantar Marketplace provides agility without compromising on quality so that clients get all of the research rigour and validation that Kantar is known for, at speed. Clients can immensely benefit from the platform, with Kantar experts providing incisive actionable insights. <keyword id="3839744" type="General" weightage="20" keywordseo="soumya-mohanty" source="Orion">Soumya Mohanty</keyword>, MD - Client &amp; Quantitative, India, <keyword id="12147287" type="General" weightage="20" keywordseo="insights-division-at-kantar" source="Orion">Insights Division at Kantar</keyword>, said, “Marketing spends are shifting online and so is the need to get a better assessment of ROI and creative impact, beyond the standard engagement metrics. In this always on digital world where content is getting generated continuously, we need a holistic understanding of the interplay of story, context, placement, format and channel. Kantar offers a synergistic suite of Creative and Media solutions, now available on Kantar Marketplace, which gives you insights at speed but also with the precision that the Kantar frameworks offer.”

Kantar Marketplace platform expands to Creative and Media effectiveness solutions in India

Kantar’s Managing Directors tell us why ‘Purpose’ is an important contributor to brand equity in India

Lessons brands can learn from the winners of Kantar's Creative Effectiveness Awards

<ul><li>The best performing ads are customised to the platforms, says <keyword id="2693241" type="General" weightage="20" keywordseo="analytics-company" source="Orion">analytics company</keyword> <keyword id="1199021" type="General" weightage="20" keywordseo="kantar" source="Orion">Kantar</keyword>. </li><li>Bharat is a fast-growing market for the premium segment, but its ads have to be different. </li><li>The rural consumer wants her product first, entertainment next; and the ad message needs to be clear and simple, says the Kantar report. </li><li>Low testing of ads is the reason why some campaigns have to be withdrawn. </li></ul>Advertisers have 15 seconds to make their point, before ‘digital’ India either flips, skips or switches off from the ad in front of them. And these shorter ads are getting better if a report by marketing analytics company Kantar is to be believed. As of 2022, 17% of the shorter ads that were tested, cleared the threshold for creativity and effectiveness— as opposed to 7% a year earlier. The rampant popularity of short form video content has made it tougher for advertisers to keep it sharp and singular with vivid dramatisations. <keyword id="169310" type="General" weightage="20" keywordseo="digital-advertising" source="Orion">Digital advertising</keyword> is growing but those ads that are customised to the platforms are the ones which do better, Soumya Mohanty, managing director and chief client officer at Kantar, tells Business Insider India. Content can be the same, but it has to be customised. “Earlier, a TV ad used to be put online – that’s changing. It has to be customised to the platform, but the challenge is to do so in a way without losing coherence. When I see an ad on FB (Facebook) or YouTube, they turn out to be totally different and that doesn’t help, so integration has to be there,” Mohanty says, explaining how the ad world is fast-evolving. The importance of coherence in the performance of an ad has doubled in importance since 2015, as compared to the pre-2014 era, the Kantar report says. While mediums are different, communication should be similar across TV, YouTube, OOH, print and banner videos. OOH refers to out-of-home advertising and includes billboards, posters etc. What does Bharat want? The eyeball share of ads have been suffering as the number of screens are rising, but the essence of what India wants in ads is the same, observes Kantar. “India wants stories and emotions,” says Mohanty. Then there is an emerging area of buyers who necessitate brands to customise it to their sensibilities too — Bharat. The pie of rural and small town consumers is rising. The market is seeing 2.4x faster growth in rural areas compared with urban areas across premium segments in home, personal and food &amp; beverage (F&amp;B) categories, says the Kantar report. The rural consumer wants her product first and entertainment next; and the ad message needs to be clear and simple without metaphors, and should signal cultural familiarity. “It’s not that you can’t show them an aspirational product or a lifestyle, but do not show them something they are not comfortable with,” says Mohanty. In the last few months, a lot of ads have failed both at the urban, rural and even national level. Mohanty believes that the reason for the same is low testing of ads. “It’s because people decide to go with their gut feeling instead of testing. During testing, red flag ads always get caught. And brands should never do anything that they have to take back,” Mohanty says. Kantar has assessed a multitude of ads to pick the most effective ones across categories. Hindustan Unilever won the most laurels with wins across three categories — ‘food and beverage’, ‘home care’ and ‘un-stereotype’ for Red Label, Surf Excel and Bru, respectively, for TV medium. Welspun walked away with the top honours in the digital category for its QuickDry towel ad.

Digital advertising is growing and ads customised to platforms work best: Kantar

<ul><li>Tech brands have fared badly in 2023 due to global headwinds, recession threats and more.</li><li>Banking and financial services companies including fintechs saw their value swell during the year.</li><li>PhonePe and Cred were the new entrants into Kantar’s list of Top 75 Indian brands.</li><li>Auto companies made a comeback from Covid-lows with TVS and Mahindra being among the fastest risers. </li></ul>It is not just the share prices of technology services companies that are falling, even their brand value has taken a beating. India’s top brands have borne the brunt of the global economic downturn in 2023. The combined value of Kantar BrandZ’s top-75 Indian brands shed 4% of their value to $379 billion in 2023. Yet, they have fared better than their global counterparts, as its global list has shed 20% of its value. Most of this loss in brand value was seen in Indian tech brands whose value shrunk by 14%. The brands have a major presence in international markets, and have been impacted by global pressures, recession threats and geopolitical instability, says Kantar. “If you exclude tech, the combined brand value is quite stable,” said Soumya Mohanty, managing director and chief client officer, South Asia, Insights Division of Kantar. TCS on the top, as usual The spot of India’s most valuable brand, however, is retained by tech giant TCS. It has shed 6% of its value but has fared better than tech as a sector. “TCS has a strong corporate reputation which makes it more likely to retain clients and business. It can also help enable customer retention which is also a factor that adds to brand value,” Deepender Rana, executive managing director of South Asia Insights Division at Kantar told Business Insider India. Infosys’ brand value dropped by 17%, while HCL Tech’s brand value rose by 3%. Both these brands made it to the top 10. Wipro’s brand value dropped by a sharp 42%. The rest of the list is dominated by banks, telecom companies with only one consumer company, Asian Paints in the top 10. Kantar BrandZ Top 10 Most Valuable Indian Brands 2023 <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Rank 2023 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Brand </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"> Category </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Brand Value 2023 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Tata Consultancy Services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Business Technology and Services Platforms </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$42.9 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">HDFC Bank </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Financial Services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$33.6 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">3 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Infosys </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Business Technology and Services Platforms </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$24.1 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">4 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Airtel </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Telecom Providers </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$22.5 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">5 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">State Bank of India </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Financial Services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$14.4 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">6 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">ICICI Bank </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Financial Services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$12.9 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">7 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Asian Paints </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Paints </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$12.8 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">8 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Jio </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Telecom Providers </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$11.7 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">9 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Kotak Mahindra Bank </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Financial Services </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$10.3 bn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">10 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">HCL Tech </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Business Technology and Services Platforms </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">$9.3 bn </td></tr></tbody></table> Source: Kantar Autos zoom ahead Auto brands have been buzzing in 2023 and the sector has provided two of the fastest risers of the year. TVS, valued at $1.9 billion, occupies the 51st rank. The company has gained 59% in value and leapt 24 places thanks to a number of successful product launches and a 10-year partnership with BMW that gives it leverage in markets such as Europe, the US and Canada. Mahindra is valued at $2.01 billion and occupies the 47th rank. Mahindra, which grew its value by 48%, made itself incredibly meaningful in consumers’ eyes, and also significantly boosted its salience. The sector saw the second highest category growth of 19%, after tobacco. Royal Enfield’s value also swelled, thanks to Indians’ preference for premium products. A lot of Indian auto brands, like Tata Motors, also entered EV markets and are able to meet consumer needs better, observes Rana. “Auto companies’ value declined during Covid and made a comeback after they dealt with supply chain issues and dealt with bottlenecks,” said Mohanty. India’s largest auto company Maruti Suzuki, however, shed 5% of its brand value, while Bajaj Auto’s brand value went up by 9%. The value in finance Financial services brands have grown their brand value by 6% with 16 brands and contributing to the biggest chunk of the total brand value. Their growth is attributed to growth in digital banking and Axis Bank whose value swelled 28% and now ranks at 17. ICICI Bank which ranks at no 6 also has seen its brand value swell by 18%. Two of this year’s new entrants also belong to the fintech sector — PhonePe and Cred. This is in spite of the fact that tech as a sector saw its value go down during the year. PhonePe has made its debut on the list at No.21 with a value of $4.4 billion. It has quickly become India’s leading digital payment app by investing heavily in the strength of its infrastructure, building connections with partner banks, and developing a huge network of merchant acceptance points, said Kantar. Meanwhile, Cred has entered at no 48 with a brand value of $2 billion. “Growth of credit and other digital trends are adding to the value of fintechs. There is a need for these services and brands are doing a good job of providing them,” Mohanty tells Business Insider India. PayTM, Zomato, Swiggy, Flipkart, Naukri, Oyo and Nykaa have shed value; while Byju’s hasn’t been included in the list this year. FMCG as a sector has seen its brand value remain stable during the year.

TCS retains No 1 spot as India’s top brand but tech sector takes a hit

<ul><li>Kantar, an evidence-based insights and consulting company, has launched a new marketplace. </li><li><keyword id="9832625" type="COMPANY" weightage="20" keywordseo="kantar-marketplace">Kantar Marketplace</keyword> helps brands find innovation and product development solutions. </li></ul> In a bid to help brands accelerate their innovation cycles and speed to market, Kantar today begins the rollout of a new suite of Innovation and Product Development solutions on Kantar Marketplace, the automated research platform for marketers who want to test, learn and move faster. First to launch are automated concept and pack testing solutions, Concept eValuate and Pack eValuate, followed soon by an automated idea screening solution, <keyword id="9832620" type="PERSON" weightage="20" keywordseo="idea-evaluate">Idea eValuate</keyword>. The eValuate suite puts consumer knowledge at the heart of the innovation journey and includes: <ul><li>Idea eValuate: Shortlist ideas with the most potential. Idea eValuate shows how to improve the best ideas and get them ready for concept development by measuring implicit and explicit responses to get closer to the reality of purchase behaviour.</li><li>Concept eValuate: Identify concepts with most potential and show how to optimise them to maximise growth. With an extensive benchmarking database of over 100,000 concepts and predictive measures, Concept eValuate is proven to improve innovation success rates by 50%, and offers results in as few as 24 hours.</li><li>Pack eValuate: Packaging is increasingly important with today’s ever-increasing array of products and formats in store and online. Pack eValuate helps identify winning designs and optimise packaging quickly.</li><li>Product eValuate: Test products quickly in a real home environment to maximise the product and launch potential. Product eValuate utilises Home Tester Club’s 2.4 million testers to test products in a real-life context at the moment of usage. Get quality feedback from engaged consumers, supported by video experiences and user ratings. </li></ul>The brands that innovate at speed and with more frequency will recover from the COVID-19 pandemic and economic crisis fastest. Kantar’s Europanel research from the 2008-2011 recession shows winning brands launched 60% more innovations than brands who lost share ‘at the shelf’ over this period*. Additionally, <keyword id="9832624" type="COMPANY" weightage="20" keywordseo="kantar-brandz">Kantar BrandZ</keyword> data shows the stock price of the top 20 most innovative brands grew at almost twice the rate of the S&amp;P 500 after the 2008 economic crisis. Soumya Mohanty, Chief Client Officer, South Asia, Insights Division, Kantar said, “As we look to the post-pandemic recovery, the need for innovation has never been more relevant. Kantar’s Covid19 Barometer shows people’s behaviours, attitudes and beliefs are evolving as the new rhythms of life transform the way people engage with and use products and services. People have started to like their lockdown habits. More than half (52%) believe they will maintain lockdown behaviours post-pandemic. Increased hygiene, healthier eating, spending time with the family and personal development are most likely to be maintained. New innovations need to anticipate and meet these evolving needs and changing lifestyles”. She added, “Companies in India continue to innovate at speed as the pandemic needs us to react fast. Many times, they tend to skip the customer testing part which is so critical especially when the context has changed so dramatically. We need to today remain closer to consumers than ever before in the innovation journey. Kantar Marketplace allows us to do that at speed so that we can take advantage of customer feedback as we refine our ideas, concepts, products and packs. I am very excited that Kantar is bringing this to India and at a time when its relevance has never been higher.” Discussing the launch of the Innovation suite on Kantar Marketplace, Will Galgey, CEO Kantar Marketplace said “As we look to recover from the Covid-19 pandemic, it has never been more important to identify the ideas that will transform your business and develop them quickly. As manufacturers race to discover the impact of new behaviours on their portfolio, they need to understand the underlying consumer motivations and aspirations and create relevant and appealing solutions. And this needs to happen at pace! Speed to market with the right value proposition, that is meaningfully different, will determine success in challenging times. Great innovation now will accelerate recovery from the post-pandemic economic crisis, and equally importantly, strengthen the brand to grow faster over the long term. Seventy of the Fortune 100 already use Kantar’s innovation expertise; this new suite of tools on Kantar Marketplace is a great new capability for those companies and other innovators.”

Kantar India launches a marketplace to provide Innovation and Product Development solutions

<ul><li><keyword id="1199021" type="ORGANIZATION" weightage="20" keywordseo="Kantar">Kantar</keyword>’s COVID-19 Barometer tracks people’s attitudes, behaviours and expectations across more than 50 markets. </li><li>Persistent safety concerns, financial pressures and sticky new behaviours mean consumers will not return to pre-pandemic behaviour any time soon. </li><li>Marketers will need to pivot to finding growth in recession; delivering increasing value in the short-term to address growing economic concerns while innovating their way to sustained relevancy as behaviours and priorities change long-term. </li></ul> Persistent safety concerns, financial pressures and sticky new behaviours mean consumers will not return to pre-pandemic behaviour any time soon. Marketers will need to pivot to finding growth in recession; delivering increasing value in the short-term to address growing economic concerns while innovating their way to sustained relevancy as behaviours and priorities change long-term. These are the findings from the fifth wave of Kantar’s COVID-19 Barometer, the largest global study tracking people’s attitudes, behaviours and expectations across more than 50 markets. Post-pandemic recovery delayed Only one third of people (37%) expect to return to non-essential <keyword id="139079" type="PERSON" weightage="20" keywordseo="Consumer-behaviour">consumer behaviour</keyword> before 2-3 months. Even as many countries relax lockdown laws and commercial businesses reopen, across the world 66% of people say they will continue to avoid busy places, meaning a drag on physical retail environments. Beyond mandated hygiene and social distancing measures, 50% of people want regular testing for all and 43% want mandatory facemasks, led by demand in Asia, but more reluctance in western markets. Nearly everyone is experiencing increased anxiety over money. 56% of households across the world have now experienced a loss of income due to COVID-19. In India, the impact is even more acute, with 74% of households having experienced a loss of income due to COVID-19. This rises to 68% of the Millennial generation and 65% of GenZ. A further 19% expect an impact on their income in the future. In the short-term brands and retailers need to prove their value As the financial impact of the crisis becomes increasingly apparent, across the world consumers consistently speak of a sense of pride in finding value, making smart decisions, and quietly enabling their own long-term success. 53% of consumers are paying more attention to products on sale (vs 36% in wave1). Offering discounts and promotions is now the third highest expectation of brands, (vs 5th in wave 2). 69% of consumers say a shopping list is more important now globally as well as in India. Beyond pricing strategies, consumers expect brands to keep advertising and acknowledge the crisis; three in four (74%) are happy with the volume of advertising, and only 14% want to see pre-pandemic ‘normal’ advertising. Two thirds of consumers are looking for help and advice - for themselves (64%) and their communities (65%) in the adverts they see and in actual brand behaviour. In India too, more than half of consumers would like to see lot more of advertising which shows what brands are doing to help the community (57%) and the people themselves (54%). Grocery stores are recognised as delivering value in the short term. 40% of consumers globally and 60% in India perceive their grocery store experience to be more positive while 69% perceive employees to be friendly and helpful and grocery stores to be acting on their promises; both metrics significantly outperforming CX benchmarks. Ecommerce usage continues to soar. 40% (vs 33% in wave 3) of consumers now say they have increased or significantly increased their online purchasing, rising to 48% for households with children and millennial households. India too shows a positive trend for Ecommerce usage (45% vs 40%) in Wave 3). Low pricing and promotions rank as the biggest reasons. Innovate to align with the new rhythms of life People have started to like their lockdown habits. More than half (52%, 57% Millennial, 55% GenZ believe they will maintain lockdown behaviours post-pandemic. In India too, (53%, 56% Millennial, 61% - 35+ year olds) likely to maintain behaviours adopted during the pandemic. Increased hygiene, healthier eating, spending time with the family and personal development are most likely to be maintained. More than half the world (51%) now claim to be trying to exercise more. These changes all lead to different needs and spending patterns, and with more than half the world also feeling financial pressure, brands need to ensure their products make the cut in being considered vital in the new rhythms of life. This is amplified by the increase in willingness to switch. 45% (rising to 50%+ of households with kids) of consumers say they are prepared to keep using products and online stores they found while in lockdown. <keyword id="3839744" type="PERSON" weightage="20" keywordseo="soumya-mohanty">Soumya Mohanty</keyword>, Chief Client Officer, South Asia, Insights Division, Kantar, said “Indians are still in the phase between a lockdown and unlock. Some habits are starting to stick – eating healthy, hygiene while new ones around social distancing are emerging. The way we shop and interact will change but in an emerging, aspirational market the meaning of sustainability and responsible consumption differs. Brands will need to move from emotional succour and social solidarity to fundamentals of value, functionality, innovative delivery and simple mental availability. Simplicity could well be the new mantra as we navigate an uncertain world.” Commenting on the findings <keyword id="9220438" type="UNKNOWN" weightage="20" keywordseo="Rosie-Hawkins">Rosie Hawkins</keyword>, Chief Innovation Officer, Kantar observed, “Adapting to life post pandemic, we’ve started to appreciate, and want to maintain our newly formed healthy behaviours, our more considered and purposeful personal connections and our online shopping habits. Brands and companies first and foremost need to ensure that their goods and services are safe to use and that precautions have been taken to guarantee this. As lock down restrictions lift, consumers' lives will continue to change and so brands will need to reassert their relevance in these new environments.”

Consumers will not return to pre-pandemic behaviour anytime soon, marketers need to pivot: Kantar’s COVID-19 Barometer

<ul><li>Tata Consultancy Services is India’s most valuable brand worth $45.5 billion. </li><li><keyword id="6358815" type="General" weightage="80" keywordseo="tech" source="Orion">Tech</keyword>nology majors and consumer tech brands lead <keyword id="1199021" type="General" weightage="80" keywordseo="kantar" source="Orion">Kantar</keyword> BrandZ India Top 75 list, contributing to over a third of total brand value. </li><li>Flipkart, BYJU’S, <keyword id="6358977" type="General" weightage="50" keywordseo="swiggy" source="Orion">Swiggy</keyword> and <keyword id="6376684" type="General" weightage="50" keywordseo="nykaa" source="Orion">Nykaa</keyword> are India’s top consumer brands. </li><li>India’s top 75 brands are worth a combined $393 billion, equivalent to 11% of India’s national GDP.</li></ul> Tata Consultancy Services is India’s most valuable brand with a valuation of $45.5 billion, according to Kantar BrandZ 75 brands. <keyword id="6357150" type="General" weightage="50" keywordseo="tcs" source="Orion">TCS</keyword> claimed the top spot from HDFC Bank, which is now ranked number 2 with a valuation of $32.7 billion. <keyword id="6354512" type="General" weightage="50" keywordseo="infosys" source="Orion">Infosys</keyword> ($29.2 billion) and <keyword id="6653" type="General" weightage="50" keywordseo="icici-bank" source="Orion">ICICI Bank</keyword> ($11 billion) made it to the top 10 for the very first time. Tech and banking brands accounted for over half of the total value. Six B2B tech brands and 11 consumer tech brands contributed 35% to the total value. Salience– the ability of brands to spring quickly to mind when a consumer has a need was a common feature in India’s Top 10 brands. Tech brands and banks account for half the brand value The list of 75 brands across 23 categories bounced back from the pandemic lows to increase their brand value by a massive 35% CAGR since 2020. India’s top 75 brands are worth a combined $393 billion, equivalent to 11% of India’s GDP. “India’s leading brands have grown at an exceptional rate, despite global economic headwinds, putting the disruption from Covid-19 behind them. Brand owners will need to work harder to identify and build on what makes them worth paying for and ensure ROI on their marketing expenditure to avoid a margin squeeze, ” <keyword id="10859748" type="General" weightage="50" keywordseo="deepender-rana" source="Orion">Deepender Rana</keyword>, executive MD - South Asia, Insights Division, Kantar said. Between August 2014 and June 2022, the equity index Sensex gained 63.8%, while the brand value of these companies rose 81.8%, claimed Kantar. As many as 11 consumer tech brands made it to the list and also contributed to 11% of the total brand value. The four most valuable brands in the consumer category were Flipkart (No. 12; $8.9 billion), Byju’s (No. 19; $5.5 billion), Swiggy (No. 20; $4.8 billion) and Nykaa (No. 25; $3.7billion). Airtel edges out Jio to lead in telecom Among telecom providers, Airtel stood at number 4 and Jio was placed at number 10. Key newcomers included Vi, ranked number 15 post the merger between Vodafone and Idea. Byju’s stood at number 19, becoming India’s most valuable education brand. As compared to the rest of the world, Indians are more willing to choose environment conscious brands due to ongoing climate change. Overall, 65% of Indians feel anxious about climate change, and 64% believe businesses must play their part, reported Kantar. The highest-ranking brands in the Top 75 are clear on purpose and have a relevant sustainability agenda. Platforms like <keyword id="830092" type="General" weightage="50" keywordseo="zomato" source="Orion">Zomato</keyword>, ranked 30th, uses climate conscious deliveries by reducing and offsetting carbon emissions. Swiggy and Flipkart also help smaller local brands to connect with consumers via its platform. “Purposeful and sustainable brands are being rewarded. Indian consumers look further than the brand attributes that affect them personally – they want brands to improve people’s lives and have a positive impact on wider society,” Soumya Mohanty, managing director -insights division, Kantar said. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/medicines-and-biryani-from-the-sky-made-in-india-drones-witness-growth-post-import-ban/articleshow/94203544.cms">Medicines and Biryani from the sky: Made-In-India drones witness growth post import ban</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/video-ai-startup-awiros-raises-7-million-in-series-a-funding/articleshow/94199580.cms">Video AI startup Awiros raises $7 million in Series A funding</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/patreon-lays-off-17-of-its-staff/articleshow/94198385.cms">Patreon lays off 17% of its staff</a>

TCS is India's most valuable brand worth $45.5 billion: Kantar

<ul><li>The Kantar CX+ report evaluates the CX performance of companies in the Telecom, Media and Technology sectors, using Kantar's CX+ index. </li><li>CX+ It uses customer centricity as its core to evaluate CX performance of a company.</li><li>On the index of customer centricity and experience delivered by <keyword id="10183445" type="COMPANY" weightage="20" keywordseo="media-streaming-platforms">media streaming platforms</keyword>, <keyword id="3194526" type="PERSON" weightage="20" keywordseo="Netflix-India">Netflix India</keyword> emerged at the top, beating Amazon Prime. </li><li><keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword> is seen as being 1.6x times more customer centric than those at the lower end of the index and has 1.8x higher engagement levels. </li></ul>We are living in an era where experience is everything – whether it is experience derived out of consuming or using a physical product or a service. Majority of CEOs believe that customer centricity is key for driving business growth, in this era of experience. However, there is still a big gap between ambition and reality; while nearly all CEOs in India see the need to become customer-centric, just 37% of consumers believe companies offer truly customer-centric experiences, according to the Kantar CX+ study. However, a few companies in our country have made an exception. Netflix has emerged on the top of Kantar’s CX+ Media Streaming Platforms list, followed by Amazon Prime. Netflix India is seen as being 1.6x times more customer centric than those at the lower end of the index and has 1.8x higher engagement levels. In the telecom category, Jio and Airtel took the first spot. The TMT study covered <keyword id="10183444" type="COMPANY" weightage="20" keywordseo="telecom-network-providers">Telecom Network Providers</keyword>, Media Streaming Platforms and Handheld Devices. Kantar CX+ 2020: Leaders in the TMT sector in India <table style="border-width: initial; border-style: none;"></colgroup></colgroup><tbody><tr><td colspan="2" style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;background-color:#f2f2f2;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Category: Media Streaming Platforms </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Ranking </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Brand </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">1st </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Netflix </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">2nd </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Amazon Prime </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Special mention </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Audio streaming providers – Figuring among the top 10 – Amazon Music, Spotify and Apple Music </td></tr></tbody></table> <table style="border-width: initial; border-style: none;"></colgroup></colgroup><tbody><tr><td colspan="2" style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;background-color:#f2f2f2;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Category: Telecom Network Providers </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Ranking </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Brand </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">1st </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Jio &amp; Airtel tie for the First place </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"> </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"> </td></tr><tr><td colspan="2" style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;background-color:#f2f2f2;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Category: Handheld Devices </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Ranking </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Brand </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">1st </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Apple </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">2nd </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Xiaomi </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">3rd </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">OnePlus &amp; Samsung tie for the Third place </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"> </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"> </td></tr><tr><td colspan="2" style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Category: Satellite Service Provider </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Ranking </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Brand </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">1st </td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;">Tata Sky </td></tr><tr><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"></td><td style="border-left:solid #000000 0.5pt;border-right:solid #000000 0.5pt;border-bottom:solid #000000 0.5pt;border-top:solid #000000 0.5pt;vertical-align:top;padding:0pt 5.4pt 0pt 5.4pt;overflow:hidden;overflow-wrap:break-word;"> </td></tr></tbody></table> The new CX+ TMT report released by Kantar today evaluates companies in the sector based on a unique combination of their experience scores, on dimensions that are critical to the customer’s journey. The basic premise of CX+ is that brand and customer experience have become synonymous, in this increasingly connected environment. Thus, the roadmap to delivering a holistic experience is based on 5 key CX success factors: <ol><li>Clarity of brand promise </li><li>Empowered employees </li><li>Empowered customers </li><li>Creating lasting memories </li><li>Reinforcement of brand choice</li></ol>Additionally, the study also identifies each brand’s Experience Gap – which quantifies the difference between the Brand Promise and the actual customer experience delivered. The CX+ index for each brand is derived based on a combination of the CX Performance and the Experience Gap. Commenting on the launch of the CX+ TMT report findings, Sushmita Balasubramaniam, Domain Lead for CX and Commerce - South Asia, Insights Division, Kantar said: “The landscape across the TMT sectors has changed drastically over the last one year. Consumers’ adoption of and dependence on digital, whether for basic everyday living, working, studying or entertainment has presented enormous challenges to companies in these sectors. And, the changes in usage of products and services will also mean that customer priorities on the kind of experience they are seeking will be different from the pre-COVID era.” Our CX+ study reveals that for many companies across these sectors, there is a large gap between the brand promise and customer experience. The companies who emerge as leaders are those who have delivered a superior customer experience that is matched with a strong brand promise thus giving them a distinctive ‘Experience Advantage’ over competition. In the current scenario, there are some things which, with time may go back to the way they were, but many things will not. It is critical for companies to recognize and understand what customer expectations and priorities are going to be in the coming future. And, brands that will succeed are those who will adapt and innovate to cater to these new emotions and behaviors. We have evidence that putting customer centricity at the core can protect brands from major economic disruptions. This is the most opportune time for companies in the tech sector to review their strategies and take the current challenges head on. The customer is in a mood to explore and experiment. Soumya Mohanty, Chief Client Officer, South Asia, Insights Division, Kantar, said “In the current scenario, with tech convergence and emerging global media giants, the world will see vigorous competition in the TMT sector. This is an arena where tech credentials will become increasingly hygiene, CX will be critical. As network services providers, handheld device brands and streaming media providers, all will leverage customer data to build personalised journeys, CX and owning the relationship with the end user will become increasingly important.” Some key findings that underline the clear benefits of delivering strong customer experience – in the three TMT sectors: Telecom/ network providers: <ul><li>Brands that lead in the CX+ Index have 1.5x higher engagement levels than those at the lower end of the index.</li><li>The likelihood of their customers remaining loyal to them increases by 1.5x. While the likelihood of their customers recommending them increases by 1.6x </li><li>Delivering on basics is critical for a telecom provider – price benefits, at the same time delivering on basics of connectivity and customer support. </li></ul>Media Streaming platforms <ul><li>The leader brand is seen as being 1.6x times more customer centric than those at the lower end of the index.</li><li>The leader has 1.8x higher engagement levels </li><li>Retailers that lead in the CX+ Index are 1.7x more likely to be recommended than those at the lower end of the index.</li><li>The likelihood of their customers remaining loyal to them increases by 1.8x </li><li>Even for a newer category like streaming platforms, basic CX attributes emerge as top drivers of CX - ease of getting in touch, value for money, customer centricity and download / buffering speed</li></ul>Handheld Devices <ul><li>The leader has 1.8x higher engagement levels than those at the lower end of the index.</li><li>Retailers that lead in the CX+ Index are 1.9x more likely to be recommended </li><li>The likelihood of their customers remaining loyal to them increases by 1.7x </li><li>Interestingly, experience in branded stores at the time of purchase, delivery of brand promise and being customer centric are more important drivers of CX than functional aspects relating to the product themselves.</li></ul>The Kantar CX+ TMT 2020 study analyzed 6,000+ customers drawn from users across the sectors in India and was conducted in early 2020.

Netflix India beats Amazon Prime for its Customer Experience in the media streaming category, shows Kantar’s CX+ report

<ul><li>India has over 3.5-4 million <keyword id="1112328" type="General" weightage="20" keywordseo="influencers" source="Orion">influencers</keyword> who are divided into buckets like elite, mega, macro and micro, depending on their followers. </li><li>As many as 118 million Indians have tried products or services promoted by influencer ads, says a report by Redseer. </li><li>Redseer estimates that influencer marketing would be worth $2.8-3.5 billion by 2028. </li></ul>India’s most famed YouTuber Ashish Chanchalani endorses The Souled Store by making a short of him refusing to take money from the ‘brand’ — while pocketing it softly. That’s the kind of wild humour his 14 million followers love. And why not? These shorts shot at home, in the building and the vicinity of the influencers – are taking the eyeballs away from ads and other marketing videos. “Influencers are becoming the centrepiece of digital advertisement as user generated content (UGC) generates 2X more engagement than professionally generated content (PGC). These new age celebrities have a direct connection to their followers, and the relationship is a crucial tool for advertisers,” says a recent report by Redseer. Ad experts like Soumya Mohanty, managing director and chief client officer at Kantar claim that digital advertising, which is growing fast, is a different ballgame. To be able to reach the audience better — ads have to be customised to different social media platforms, Mohanty told Business Insider India. Digitally native influencers, however, have had a leg up when it comes to this market, as opposed to ad makers — with content created for TikTok, Instagram and more — with a wider reach. “Paid digital ads have limitations in terms of factors such as flexibility in the budget, targeted reach, authentic content, and contextual ad placement. Celebrity endorsement can be very expensive,” says Redseer. How big is the influencer game? More than half of India’s internet users — that’s 420 million — use social media. Of these, 67% ie. 281 million follow at least one influencer. And, 28% or 118 million have tried products or services promoted by influencer ads. “From the perspective of brands, influencers are agents of discovery driven and brand centric commerce, driving the purchase decision of customers,” the report says. Redseer estimates that influencer marketing would be worth $2.8-3.5 billion by 2028 as more brands leverage them to promote their products. As the internet has helped democratise fame, India has over 3.5 to 4 million influencers who are divided into buckets like elite, mega, macro and micro, depending on the number of followers they have. They are also divided into hobbyists, aspiring creators with skill based niche, aspiring creators with opinion based niche and matured creator – depending on the stage of the career. <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Creator archetypes </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Number </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">No of followers </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Elite </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">300 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Over 10 mn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Mega </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">21,000 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1-10 mn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Macro </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">0.5-0.6 million </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1 lakh to 1 mn </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Micro </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2.5-3 mn </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">10,000-100,000 </td></tr></tbody></table>Source: Redseer Where do we find them? While influencers are a great help for small and local brands that need niche placement, the trouble comes with discovering the right influencer, catching them and bringing them on-board. “One of the primary challenges in influencer marketing is the effective matching of influencers with the specific campaign requirements of brands, along with the ability to accurately assess influencer engagement metrics,” says Mukesh Kumar, associate partner at Redseer. There are four models at play to tap them — marketing agencies, platforms, talent management agencies and influencer-brand marketplaces. “With the prospect of better discovery and transparent payouts, hobbyists and aspiring creators are most likely to use the influencer marketplace. Matured creators with high following are comparatively fewer in number, and have lesser propensity to use the marketplace as they’re often represented by talent managers,” the report adds. Yet discovery is not the only challenge that brands face while engaging. With more middlemen in between, even brands and influencers both face troubles. “I have no idea about how much my agency charges because I have fixed payouts based on my number of followers,” an unnamed macro influencer said, in the report. Kumar said that influencers often encounter difficulties in achieving price transparency and securing favourable deals — a pain point that creator marketplaces can solve. Moreover, marketplaces that run on AI and machine learning can help detect fraudulent activities like fake followers — which can add more credibility to growing space. SEE ALSO <a href="https://www.businessinsider.in/india/news/a-million-streams-every-3-minutes-but-only-5-of-ott-audio-users-pay-for-it/articleshow/101313692.cms">A million streams every 3 minutes, but only 5% of OTT audio users pay for it</a> <a href="https://www.businessinsider.in/india/news/a-million-streams-every-3-minutes-but-only-5-of-ott-audio-users-pay-for-it/articleshow/101313692.cms">Almost one in five of India’s future unicorns drops off the race as funding winter bites</a>

Over a 100 mn Indians have tried products pushed by influencers and its growing

New Delhi, Mar 4 () Even as awareness for insurance has increased in the country over the last one year, urban India continues to feel financially insecure, according to a survey.Max Life Insurance Company (Max Life) on Wednesday unveiled the findings of the second edition of its flagship survey 'Max Life India Protection Quotient' 2.0 in association with KANTAR.The sample size of the survey conducted between December 2019 to Januayr 2020 was 7,014, wherein 25 cities were covered -- 6 metros, 9 tier I and 10 tier II cities.Of the other parameters, the survey asked questionnaire from people (between 25-55 years) having annual household income of Rs 2 lakh and above, as well as those who were decisions makers or influencers of financial products.India Protection Quotient moved up by 2 points to 37, as per the survey.The survey witnessed an increase in India's level of term insurance awareness, term insurance ownership and protection quotient over the last 12 months.However, with a movement of 2 points on the protection quotient scale from 35 to 37, it indicated that urban India continues to feel financially insecure.The knowledge Index at 48, rose 9 points and life insurance ownership surged 500 bps to 70 per cent from last year. Term insurance ownership increased 700 bps to 28 per cent, whereas term awareness jumped 1,000 bps to 57 per cent.Also, the knowledge index across cities moved up by at least 6 points and Delhi continues to lead with protection quotient of 47.The study said that while South India continued to outperform other regions with protection quotient of 40 and life insurance ownership of 77 per cent, Western India witnessed the most significant growth of 7 points in life insurance ownership at 64 per cent.Delhi and Hyderabad led with the Protection Quotient of 47 and 46, respectively, while Ludhiana despite witnessing the maximum growth from last year, continued to have the lowest level of 27 this year. Chennai is the only city to witness a decline from last year on the quotient.Term insurance products witnessed the highest rise in awareness (1,000 bps to 57 per cent) and ownership (700 bps to 28 per cent) among different product categories such as market linked insurance and endowment products.Over the year, millennials have grown more anxious about financial security with their top anxieties being day to day medical expenses and sustaining lifestyle.When compared, women remained more anxious about financial security than men across several parameters. The survey also revealed that Tier II cities focus more on savings than protection, and demonstrated a preference of endowment polices over term insurance, as per the findings of the survey."Outcomes of IPQ 2.0 gives me the confidence that Indian Life Insurance industry is moving in the right direction. Sharp increase in awareness and ownership of life insurance and term insurance can be seen as a precursor to higher protection quotient in the years to come," Max Life Managing Director &amp; CEO Prashant Tripathy said.The survey also gave the industry some deep insights for future such as the growing reception towards health apps in return for discounted premiums that young India is reflecting preference for, return of premium as the key feature, continued preference for human sellers and growing awareness about insufficiency of cover among other such findings, he said."It has been observed that Indians do not give much thought to this basic element of financial planning due to which awareness level about life insurance products for financial protection is low. Further to an insightful survey conducted last year... to uncover prevalent attitudes and behaviour that could help scale the overall adoption of life insurance, thereby building financial security of the nation," Soumya Mohanty, Managing Director and CCO, Kantar Insights, South Asia, said. KPM BAL

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