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The Gujarat Cooperative Milk Marketing Federation (GCMMF) on Saturday hiked the <keyword id="26280" type="General" weightage="100" keywordseo="amul" source="Orion">Amul</keyword> milk price by Rs 2 per litre in the state. This marks the first increase in milk prices since the state Assembly elections in December 2022. The GCMMF, which is the apex body of milk cooperatives in the state, typically announces milk price hikes in advance but did not do so this time. Sources suggest that the rise in cost of milk production due to increasing fodder and transportation prices has led to the price hike. After the price revision, the cost of Amul buffalo milk is now Rs 68 per litre, while <keyword id="1033609" type="General" weightage="50" keywordseo="amul-gold" source="Orion">Amul Gold</keyword> is priced at Rs 64 per litre, and <keyword id="1033610" type="General" weightage="50" keywordseo="amul-shakti" source="Orion">Amul Shakti</keyword> at Rs 58 per litre. <keyword id="7654796" type="General" weightage="50" keywordseo="amul-cow-milk" source="Orion">Amul Cow Milk</keyword> is now priced at Rs 54 per litre, <keyword id="8729571" type="General" weightage="50" keywordseo="amul-tazaa" source="Orion">Amul Tazaa</keyword> at Rs 52 per litre, and Amul T-special at Rs 60 per litre. While the prices of different brands of Amul milk were hiked twice across India by GCMMF in the last six months, Gujarat was exempted. However, ahead of the Assembly elections in the state, Amul had raised prices by Rs 2 per litre in October 2022, and then by another Rs 3 in February 2023 for all markets, except Gujarat. SEE ALSO: <a href="https://www.businessinsider.in/business/auto/news/no-festive-cheer-for-auto-cos-in-march-pv-sales-flattish-2ws-to-see-a-slight-uptick/articleshow/99145011.cms">No festive cheer for auto cos in March: PV sales ‘flattish’, 2Ws to see a slight uptick</a> <a href="https://www.businessinsider.in/stock-market/news/the-alpha-creators-bank-and-it-stocks-outperform-nifty50-in-the-last-11-years/articleshow/99114789.cms">The Alpha Creators: Bank and IT stocks outperform Nifty50 in the last 11 years</a> <a href="https://www.businessinsider.in/finance/news/npci-introduces-interchange-fees-on-upi-transactions-done-via-prepaid-payment-instruments/articleshow/99080455.cms">Will UPI payments now attract charges? Decoding NPCI’s interchange fee on UPI transactions via prepaid payment instruments</a>

Amul hikes milk price by ₹2/ltr in Gujarat

<ul><li>Dairy companies like Amul and Mother Dairy have raised their milk prices by ₹2 citing the rise in input costs.</li><li>The price rise will reflect from August 17.</li><li>The major reason behind the rise in price of milk is the steep increase in costs of energy, packaging, logistics and cattle feed.</li></ul>Indian dairy and cattle farmers have been barely recovering their input costs thanks to the increase in fodder and fertiliser prices. This increased cost has been passed on to dairy companies and now, consumers will also have to spend a little extra on their milk. Mother Dairy and Gujarat Cooperative Milk Marketing Federation’s (GCMMF) Amul have announced a hike in their sticker price by ₹2 per litre, which will reflect from August 17. Mother Dairy and Amul, along with other companies like Parag and Verka, had raised their milk prices by ₹2 in <a href="https://www.businessinsider.in/india/news/why-did-amul-parag-verka-increase-milk-prices/articleshow/89926050.cms">March</a> citing the rise in input costs. “Mother Dairy is compelled to raise its liquid milk prices by ₹2/litre with effect from August 17, 2022. The new prices will be applicable for all milk variants,” said Mother Dairy in a press release. The increase of ₹2 per litre translates into a 4% increase in maximum retail price (MRP). In Ahmedabad and Saurashtra markets, a 500 ml pack of Amul Gold will now cost ₹31, Amul Taaza ₹25 and Amul Shakti ₹28. “The GCMMF has decided to increase the milk prices by ₹2 per litre in the markets of Ahmedabad and Saurashtra region in Gujarat, Delhi NCR, West Bengal, Mumbai and all other markets where Amul is marketing its fresh milk," said Amul. Why are milk prices surging? Dairy companies have been experiencing a surge in varied input costs, which have increased multifold during the last five months. "The cattle feeding cost alone has increased by approximately 20% compared to last year. Considering the rise in input costs, our member unions have also increased farmers' prices in the range of 8-9% over the previous year," said Amul’s statement. The farm prices of raw milk have increased by about 10-11% in the said period. In June, the GST council had also imposed a <a href="https://www.businessinsider.in/finance/news/pre-packed-meats-curds-paneer-and-puffed-rice-will-now-attract-gst/articleshow/92533389.cms">5% tax on dairy item</a>s like ‘pre-packed, pre-labelled curd, lassi, paneer, and buttermilk’ and increased GST on dairy machinery from 12% to 18%, further adding to the costs. "The price revision shall help in sustaining remunerative prices for our milk producers and encourage them for higher milk production," Amul’s release said about its latest price hike. However, the revision in prices is likely to affect the dairy product-loving Indians, who have been switching to local unbranded products as they look for ways to deal with higher prices.

Your milk will now get dearer as Mother Dairy and Amul raise prices by ₹2 per litre

<ul><li>Dairy companies like Amul, Parag, Verka have raised their milk prices by ₹2 citing the rise in input costs.</li><li>The major reason behind the rise in price of milk is due to the steep increase in costs of energy, packaging, logistics and cattle feed.</li><li>According to a report by ICICI securities, the prices of global skimmed milk have increased by 34% year-on-year (YoY) and 8% month-on-month.</li></ul>The price of almost all consumer goods ranging from biscuits, beverages and detergents<a href="https://www.businessinsider.in/retail/news/profit-margin-of-britannia-declines-in-q2-of-fy-2022/articleshow/87600806.cms"> have increased</a> over the last two years as companies like Nestle, Hindustan Unilever, Marico and Britannia were struggling to keep up with the rising input costs. Now, milk is the latest commodity to witness an increase in their prices. India’s prominent dairy companies like Amul, Parag, and Verka have raised their milk prices by ₹2 citing the rise in input costs. "This price hike is being done due to rise in the cost of energy, packaging, logistics, cattle feeding costs…,” Jayen Mehta, chief operating officer of Gujarat Cooperative Milk Marketing Federation (GCMMF) — a marketer of Amul milk and milk products — has said. Notably, Amul has kept its milk prices untouched in 2020 when the COVID-19 pandemic hit the country. It has announced its first price hike in 2021 by ₹2 per litre. The company has now specified that the ₹2 per litre hike would lead to nearly 4% increase in maximum retail price (MRP) of the products, which is substantially lower than the average food inflation. Meanwhile, Parag Milk Foods has not made any changes to its prices in the last three years. The company has now cut all trade discounts and other costs as well. According to the data by Statista, India consumes approximately 83 million tonnes of milk every year — which makes it one of the most consumed items in the country. <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;">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;">Old Price per litre </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;">New Price per litre </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;">Amul Gold </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;">₹58 </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;">₹60 </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;">Amul Taaza </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;">₹46 </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;">₹48 </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;">Amul Shakti </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;">₹52 </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;">₹54 </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;">Gowardhan Gold milk </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;">₹48 </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;">₹50 </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;">Gowardhan Fresh </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;">₹46 </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;">₹48 </td></tr></tbody></table>Source: Media reports, Company statements “The increase in milk price was long due, but due to Covid the companies were skeptical to act. The major reason behind the rise in prices of milk is due to the steep increase in costs of energy, packaging, logistics and cattle feed that has led to an increase in the overall cost of operation and milk production. The higher cost of transportation has also [been] attributed to the increase in other expenses,” Dr. Ravi Singh, vice president and head of research at Share India, told Business Insider. On the other hand, other milk selling companies like Mother Dairy didn’t raise their milk prices for the consumers on Monday. However, it did increase it last year by ₹2 per litre. According to a report by ICICI securities, the prices of global skimmed milk have increased by 34% year-on-year (YoY) and 8% month-on-month. “Milk procurement prices have started inching upwards on the back of culmination of the flush season and a steady increase in animal feed prices," the report mentioned. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/cheap-liquor-in-delhi-is-a-thing-of-the-past-now/articleshow/89919730.cms">Cheap liquor in Delhi is a thing of the past now</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/auto/news/this-electric-scooter-will-have-the-same-range-as-that-of-the-tata-nexon-ev/articleshow/89924450.cms">This electric scooter will have the same range as that of the Tata Nexon EV</a>

EXPLAINED: Why is your milk more expensive all of a sudden?

New Delhi, Dec 15 () India's leading milk supplier Amul on Saturday raised milk prices by Rs 2 per litre in Gujarat, Delhi-NCR, West Bengal and Maharashtra.
 "Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets dairy products under Amul brand, has decided to revise the milk prices by Rs 2 per litre being sold in Ahmedabad and Saurashtra markets of Gujarat, Delhi NCR, West Bengal, Mumbai and Maharashtra from December 15, 2019," the cooperative said in a statement.
 In Ahmedabad, the price of Amul Gold will be Rs 28 per 500 ml, and Amul Taaza will be sold for Rs 22 per 500 ml.
 However, there will be no change in price of Amul Shakti which continues to be available at Rs 25 per 500 ml.
 Amul said in the last three years it has made only two price revisions for pouch milk, which works out to be only Rs 4 per litre and less than 3 per cent per annum increase in MRP.
 "This year the price of cattle feed has increased by more than 35 per cent. Considering increase in cattle feed and other input costs, our member unions have increased milk procurement price in the range of Rs 100 to Rs 110 per Kg fat which is more than 15 per cent increase than last year for the 36 lakh milk producers of Gujarat," the statement said.
 Amul said it passes on almost 80 paise of every rupee paid by consumers for milk and milk products to the producers.
 This increase in milk prices by Rs 2 per litre has been done with an aim to sustain remunerative price to milk producers and encourage them for higher milk production, it added.
 GCMMF supplies 1.4 crore litres per day of milk across the country, of which 33 lakh litres is for Delhi-NCR. MJH ABM
ABM

Amul raises milk prices by Rs 2/litre

Ahmedabad, Feb 1 () The Gujarat Cooperative Milk Marketing Federation, which sells products under the Amul brand, has welcomed the budget proposals to launch a Kisan Rail, doubling of artificial insemination targets, and providing tax benefits for cooperative societies which will lead to job creation and boost investment in the dairy sector.
 The Union budget has announced a plan to run a Kisan Rail to provide refrigerated coaches in trains. For the dairy sector, the budget has also announced plans to increase artificial insemination so that milk productivity increases.
 The budget also offers cooperative societies an option to be taxed at 22 per cent plus 10 per cent surcharge and 4 per cent cess with no exemption/deductions.
 The proposed Kisan Rail will reduce time and cost of perishable items like milk. Doubling of artificial insemination target and elimination of foot and mouth disease and brucellosis by 2025 will increase productivity and reduce production cost for dairy farmers," GCMMF managing director RS Sodhi said.
 The move will bring more investments in dairy sector which will increase farmers bargaining power to get better prices for their produce. If done properly, it will create 80 lakh jobs in rural areas and 16 lakh jobs in cities, he added.
 Sodhi also welcomed the move to reduce income tax for cooperative societies to 22 per cent from 30 per cent.
 Meanwhile, the country's first international financial services centre Gift City, has welcomed the proposed international bullion exchange at IFSC.
 "This will lead to better price discovery of gold, create more jobs and further enhance the country's position in the bullion market," said Gift City managing director Tapan Ray. KA PD BEN MR
MR
MR

Amul chief: Kisan rail, lower tax on coops to boost investment, create jobs

New Delhi, Dec 14 () India's leading dairy firm Amul on Saturday announced hiking milk prices by Rs 2 per litre across various states, while Mother Dairy increased rates by up to Rs 3 per litre in Delhi-NCR due to rise in procurement cost.
 The new prices will be effective from Sunday (December 15), Mother Dairy and Amul said in separate statements.
 Prices of raw milk are generally lower in the winter season, but this year they have risen due to late monsoon followed by excess rains.
 Increase in milk prices by the two major dairy firms could impact retail inflation, which spiked to a more than three-year high of 5.54 per cent in November due to costlier food products.
 Mother Dairy has increased prices of token and poly pack or pouched milk by Rs 2-3 per litre.
 Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets dairy products under the Amul brand, said it has decided to revise milk prices by Rs 2 per litre in Ahmedabad and Saurashtra markets of Gujarat, Delhi NCR, West Bengal, Mumbai and Maharashtra.
 GCMMF supplies 1.4 crore litres of milk per day across the country, of which 33 lakh litres is in Delhi-NCR.
 Mother Dairy too sells over 30 lakh litres per day of milk in the national capital region.
 Both the dairy majors attributed the price increase to higher procurement cost and said they pass on 80 per cent of the sales realisation from milk towards its procurement from dairy farmers.
 As per its rate chart, Mother Dairy has hiked the price of bulk vended milk (token milk) by Rs 2 to Rs 42 per litre.
 In poly packs, Mother Dairy's full cream milk has become costlier by Rs 2 to Rs 55 per litre. Price of half litre full cream milk has been hiked to Rs 28 from Rs 27.
 Mother Dairy's toned milk price has been hiked by Rs 3 per litre to Rs 45, while double-toned milk will now be sold at Rs 39 per litre compared to Rs 36.
 Price of Mother Dairy cow milk too has been raised by Rs 3 per litre to Rs 47 per litre.
 In NCR, Amul Gold and Amul Taaza will be costlier Rs 2 each to Rs 55 per litre and Rs 44 per litre respectively. Cow milk will now be sold at Rs 44 against Rs 42 per litre earlier.
 Amul said that in the last three years, it has made only two price revisions for pouch milk which is only Rs 4 per litre and less than 3 per cent per annum increase in MRP.
 "This year the price of cattle feed has increased by more than 35 per cent. Considering increase in cattle feed and other input costs, our member unions have increased milk procurement price in the range of Rs 100 to Rs 110 per Kg fat which is more than 15 per cent increase than the last year for the 36 lakh milk producers of Gujarat," Amul said.
 Mother Dairy said that milk availability across various states is under severe stress due to adverse climatic conditions including extended monsoon and delayed start of the flush season.
 Stating that adverse climatic conditions have resulted in a significant increase in feed and fodder prices, Mother Dairy said: "This has impacted the prices paid to milk producers. The raw milk prices, which in a normal year come down during the winter months, have firmed up substantially."
 The prices paid to milk producers have increased by about Rs 6 per litre, up by almost 20 per cent compared to the corresponding period last year, the company said, adding that it was compelled to raise milk rates. MJH ABM
ABM

Mother Dairy hikes milk prices by up to Rs 3/litre in NCR; Amul raises rates by Rs 2

<ul><li>YouTube has released its first <keyword id="10453290" type="UNKNOWN" weightage="20" keywordseo="regional-ads">regional ads</keyword> leaderboard. </li><li>Amul’s ad topped the list. </li></ul>YouTube’s first-ever regional language Ads Leaderboard released today signals a clear consumer preference for vernacular content online. This list of the top 10 most-watched ads spanning the second half of 2020 encompasses advertising in six regional Indian languages and is indicative of the increasing recognition by marketers that consumers are more likely to consider a purchase when they are reached in their preferred language. Underlying this trend is also that YouTube watch time jumped 45% in July this year since the same time in 2019, with regional language content being one of the strongest drivers of this growth. According to the September 2019 Google/Kantar Video Landscape Research, 93% of YouTube viewers prefer watching content in regional languages. Speaking on the rise of regional language advertising on YouTube, Sapna Chadha, Senior Director of Marketing for SEA &amp; India, Google, said, “Today, 1 out 3 Indians consumes online video. YouTube’s appeal is in its ability to host diversity of content, which includes languages, and build strong, authentic connections based on this. What’s heartening to see is that brands are being agile, and creating marketing assets especially to reach users in different languages. This first regional leaderboard is a sign for the times, and consumers can expect more memorable language advertising in 2021 on YouTube.” As <a href="https://www.thinkwithgoogle.com/intl/en-apac/consumer-insights/consumer-trends/speak-my-language-how-local-language-messaging-can-help-brands-offer-richer-experiences/">Sonia Khurana, Chief Operating Officer, Digitas India, says</a>, "Internet usage has gone far beyond English speakers, and so must brand communications. It’s critical for marketers to speak to the next 100 million internet users in a language closest to their hearts. It’s respectful, thoughtful, and the most powerful way to connect." YouTube’s top regional language ads for July-Dec: 1. Amul Tamil: <div type="Youtube" id="E7VFoMUV9jA" title="Amul Corporate - Taste of India - Tamil" thumbUrl="https://i.ytimg.com/vi/E7VFoMUV9jA/mqdefault.jpg"></div> 2. Entri App Malayalam <div type="Youtube" id="adt9o080dFE" title="നേടാം ജോലിയിലേക്കൊരു #MassEntri with Entri App!" thumbUrl="https://i.ytimg.com/vi/adt9o080dFE/mqdefault.jpg"></div> 3. GoodKnight Bengali <div type="Youtube" id="rOxWZH2RSV0" title="Goodknight Gold Flash | No more disease-causing mosquitoes | Bengali (30sec)" thumbUrl="https://i.ytimg.com/vi/rOxWZH2RSV0/mqdefault.jpg"></div> 4. PNG Jewellers Marathi <div type="Youtube" id="5b3kLSPxpw4" title="प्रेमाचा हा १५ वर्षांचा प्रवास घेऊन आलोय फक्त तुमच्यासाठी | पीएनजी ज्वेलर्स" thumbUrl="https://i.ytimg.com/vi/5b3kLSPxpw4/mqdefault.jpg"></div> 5. BYJU's Kannada <div type="Youtube" id="1AlSxf8LRoI" title="Sudeep + Boy - Kannada TVC - 15 Sec" thumbUrl="https://i.ytimg.com/vi/1AlSxf8LRoI/mqdefault.jpg"></div> 6. Kalyan Jewellers Tamil <div type="Youtube" id="yYkOKHSoDMA" title="Kalyan Jewellers - Muhurat At Home (Tamil)" thumbUrl="https://i.ytimg.com/vi/yYkOKHSoDMA/mqdefault.jpg"></div> 7.Malabar Gold and Diamonds Telugu <div type="Youtube" id="iJTXdWQXMv8" title="స్టడ్స్ &amp; డ్రాప్స్ ఫెస్టివల్ - ప్రతి రూపానికి సరైన జోడి" thumbUrl="https://i.ytimg.com/vi/iJTXdWQXMv8/mqdefault.jpg"></div> 8. Flipkart Kannada <div type="Youtube" id="SF-tKZNhP4I" title="India’s biggest offers begin tomorrow with #TheBigBillionDays!" thumbUrl="https://i.ytimg.com/vi/SF-tKZNhP4I/mqdefault.jpg"></div> 9. Cadbury Celebrations Bengali <div type="Youtube" id="ZpZQ9jyEtl8" title="Cadbury Celebrations #CloserThisRakhi | Bengali (30 secs)" thumbUrl="https://i.ytimg.com/vi/ZpZQ9jyEtl8/mqdefault.jpg"></div> 10. Colgate India - Bengali <div type="Youtube" id="17SxqTYNSPA" title="Sujit Chattopadhyay - A retired school teacher home schooling underprivileged children (Bengali)" thumbUrl="https://i.ytimg.com/vi/17SxqTYNSPA/mqdefault.jpg"></div>

YouTube regional language ads leaderboard signals shift in consumer preference for regional ads online

<ul><li>The aim of micro-marketing is to tap into 'intent-rich' moments.</li><li><keyword id="8379773" type="UNKNOWN" weightage="20" keywordseo="Dinakar-Menon">Dinakar Menon</keyword>, Business Head, <keyword id="8304947" type="UNKNOWN" weightage="20" keywordseo="big-trunk-communications">Big Trunk Communications</keyword> tells us how micro-moments can be leveraged to tap on customer’s intent and drive business and also when its is best avoided.</li></ul>We live in a digitally-connected world. People spend over 5 hours on their smartphones every day. The number of people who own smartphones is increasing every minute. Internet penetration is almost over-arching and data is becoming cheaper with each passing day. How does all this impact the customer? Well, let’s look at a digitally connected customer and how she runs her day. She wants to purchase a new smartphone as the current one is giving problems. What would she do? Of course, she would “Google” the best available smartphones, try to check out the stores in her locality which have the smartphone she prefers, and seek out reviews on her digital community through Facebook and other social media channels. She would then try to compare prices and buy it through an Amazon or Flipkart. She might have quickly used “Youtube” to find videos about the phone and watch it before making the purchase. The concept of Micro-Marketing is to tap into the above mentioned 'intent-rich' moments. Such moments are a boon to marketers. While it is not as easy as it sounds to identify and leverage micro-moments for the benefit of the brand, the following key tricks can enable marketers to get this right: <ol><li>Understand what’s on the customer’s mind (A strong SEO Strategy) – Brands ought to use their digital prowess to figure this out. If you track and analyze what the customer searches about your brand, it will help you understand the micro-moments in which you should garner her attention. A strong SEO strategy will help to get the customer directly on the desired landing page of your website. You can remarket to them till the prospect converts into a customer by creating a consistent omni-channel experience from there on. </li><li>Be there. Be useful. Be Relevant – Contextual targeting through paid ads: Search is a crowded space and with the top three spots being occupied by the brands that spend well on Google Adwords, most brands will have to figure out other ways to tap into these micro-moments. Platforms such as Facebook, Twitter, Quora, Linkedin etc. do also enable brands to be present in those micro-moments when the prospects need the brand. Paid ads can not only enable the brand to show up at the right time, it can also ensure that the messaging is apt, relevant, creative and clear. This is a great value add for brands which work with a good digital marketing partner to creatively garner mindshare in these micro-moments. </li><li>Leverage Data and build customer journeys (Analytics based <keyword id="691908" type="ORGANIZATION" weightage="20" keywordseo="mobile-marketing">mobile marketing</keyword>) </li></ol>The fact that customers will see the brands on their mobile phone is no longer a surprise. Brands must ensure that their content is optimized and responsive across mobile devices. In the age of apps, mobile marketing can induce actions from the customer and those actions can be collated and transformed into insights over time. These insights can help build customer buckets and respective journeys. How does this help? It can congregate customers who are alike in terms of their preference based periodic actions. It can take this cohort of customers and then design micro-moment marketing campaigns. For example, if a particular set of your customers buy groceries from your app on the first day of the month, mobile marketing will enable to capture this intent-rich shopping moment well and marketers can curate micro-moments into the customer journey to convert the customer’s intent into purchase and accelerate business. While micro-moments can be leveraged to tap on customer’s intent and drive business and brand recall, there are instances when micro-moments marketing is best avoided. The 'micro-moments' that you may NOT want to tap There are some micro-moments which brands may not want to tap. A classic example is the recent campaign “Wuhan Se Yahaan Le Aaye” by Amul showing the Amul girl wearing a mask. It invoked a lot of negative reviews from the audience. They were quick to relate the campaign with the Corona Virus epidemic and found it to be very insensitive. While Amul will live another day, such campaigns could be best avoided by brands that are making a mark. Brands have also tried to integrate their campaign ideas with shocking micro-moments such as the tragic death of Basketball genius Kobe Bryant. The “micro-moments” marketing campaigns created around this incident was at the receiving end of the customer’s ire as they viewed the campaigns as being insensitive and opportunistic. There will be immense opportunity to ride topical waves and enhance recall for your brand so skirting controversial micro-moments may not be a wise strategy and brands should stay clear of such micro-moments. Is there an ideal Micro-Moments Marketing strategy? Brands needn’t worry about the ideal strategy. They are best served if they focus on: Understanding Customer journeys: If brands can understand a day in the life of their customers, they would know what they seek out and when. Understanding the customer’s digital journey and preferences and creating those micro-segments for customers is the bedrock of these campaigns. The journeys are best understood by analyzing their search patterns, the words that they associate with your brand and the experiences they share. Listen to them. Carefully: Social listening provides immense fodder for brands to analyze moments and classify them as “intent-rich”. Once these moments and the customer journeys are reviewed and analyzed together, it delivers rich micro-moments and messaging possibilities. Be the first to know and leverage: Once you get the above in order, keenly observe trends in the digital space, scout for topical conversations and curate micro-moment messaging around the same. The possibilities of success with such an approach to micro-moments marketing is very high. Technology and Analytics – The hygiene yet essential ingredient Brands need to understand that digital technology will be the key driver for micro-moments marketing. The contact databases, marketing automation, customer segments etc. should be in place and brands should have the capability to schedule and execute campaigns in real-time to best leverage these micro-moments. A few seconds delay in loading your landing page can translate to an opportunity loss of millions of dollars. The data generated as part of campaign results should be analyzed and reused. The value of the data generated from micro-moments with regards to customer’s/ prospects preferences, interactions etc. is pure gold and will enhance the hit rate and success of subsequent campaigns. -- This column has been written by Dinakar Menon, Business Head, Big Trunk Communications

Micro-moments marketing: Can brand’s leverage this in-vogue marketing concept?

<ul><li>With one Gold, two silver and four bronze, India recorded its best-ever medal haul at the Tokyo Olympics this year, which ended on Sunday.</li><li>As the Tokyo Olympics came to an end, we talk to experts to find out who will land the most <keyword id="6359405" type="UNKNOWN" weightage="20" keywordseo="brand">brand</keyword> endorsement deals, and whether the new players will become as attractive to brands as someone like <keyword id="501707" type="ORGANIZATION" weightage="20" keywordseo="PV-Sindhu">PV Sindhu</keyword>.</li></ul>This year at the Tokyo Olympics, Mirabai Chanu, Neeraj Chopra, Ravi Kumar Dahiya, PV Sindhu, Lovlina Borgohain, Bajrang Punia brought joy to a billion hearts by bringing home one gold, two silver and three bronze medals. India’s hockey team also clinched a bronze after 41 years. This was the first time that India has managed to secure seven medals across varied sporting events. India also had the largest contingent ever of 127 athletes travelling to Tokyo who participated in 69 cumulative events across, the highest ever for the country. With this historic win, underrepresented athletes and sports are back in the limelight in the endorsement world. Indian brands also made sure that they leave no stone unturned in celebrating our athletes and their glorious win. The first athlete to bring back a medal for India this year was 26-year-old weightlifter, Mirabai Chanu. Shortly after her win, she was also offered free pizza for life by <a href="https://twitter.com/dominos_india/status/1418934590950027269">Domino's </a>and the brand garnered a lot of attention from the press and the internet for this gesture. Hospitality brand <a href="https://twitter.com/rohitisb/status/1424620158929162243">OYO </a>also offered women’s hockey team a chance to stay at any of their hotels in India. Apart from that, small start-ups to masters like Amul, brands made the most of our gold-winning moment at the global stage to congratulate Neeraj Chopra, who became independent India’s first Olympian to win a medal in athletics/track and field. According to Facebook, Neeraj Chopra was the second most mentioned athlete on its platform across the globe, whereas on Instagram, he was the most mentioned athlete globally. Over the years, we have seen brands spend the most on players from popular sports like cricket. While athletes get some screentime in ads closer to tournaments like Olympics, very few brands have long-term deals with most of these athletes, unless it is someone like a PV Sindhu, who has been around for a while now and has won many accolades and tournaments for the country. So with the curtains falling on Tokyo Olympics and the next Olympics games still being three years away, will brands bring the newer winners or even players who came really close to bringing medals home? This year, however, many of the athletes have received a lot of attention from brands. It was not just Sindhu or Neeraj Chopra, who aren’t new to the endorsement world; other new medalists Mirabai Chanu, Ravi Kumar Dahiya, Lovlina Borgohain and Bajrang Punia have also received an overwhelming response. Slowly and steadily, brands in India are branching out from cricket and looking to associate with budding sports stars to connect with the youth. We spoke to experts to find out who will land the most brand endorsement deals among the six medalists and hockey team. Aviral Jain- Managing Director, Duff &amp; Phelps - A Kroll Business said, “We think it will be a combination of both, though PV Sindhu now carries the tag of “She did it again,” which is unique and privileged. Other non-cricketing sports celebrities such as Hima Das, T. Gopi, Manika Batra, and Deepika Kumari have recently done well in terms of brand endorsements, driven by their splendid individual achievements on the field. Major brands like PepsiCo (PV Sindhu, Neeraj Chopra and Hima Das), Tanishq (Manika Batra and Deepika Kumari), and ASICS (Bajrang Punia, Sakshi Malik, etc.) have successfully associated with various non-cricketing celebrities, and with these non-cricketing wins at the Tokyo Olympics, we can surely expect a greater share of athletes in the advertisement campaigns going ahead.” Anjan Ghosh - Executive Vice President- Hansa Research also echoes these views. He said, “In all probability, more brands will sign up PV Sindhu; her brand standing has gone up substantially, having won medals in multiple Olympics. Brands that want to stand for consistency, fidelity, and grit will find Sindhu a compelling endorser. Also, those who wish to appeal to the young, aspiring women eager to achieve will try to harness Sindhu’s determination and intent and infuse these into their brand personality. The best part is that her success is not a flash in the pan; longevity is something that many brands aspire.” Sahil Chopra, Founder &amp; CEO- iCubesWire said that apart from Sindhu, India’s national sport might also gain more attention this year. “I guess it will be a mix of both known faces and new faces, but yes, the likes of PV Sindhu who have refreshed the memories, will have an edge over the new ones. Only exception to this could be hockey, being the national sport and the way it has captured people’s hearts in the past.” According to media reports, Sindhu currently has 10 deals with Bank of Baroda, Bridgestone Tyres, Visa India, Google, real estate firm Pooja Developers, Chinese sports brand Li Ning, Stayfree, PNB Metlife, Sharechat and Vizag Steel. Experts said that her brand value is likely to double after her incredible performance. But Sindhu is just getting started. The 26-year-old shuttler still has a long career ahead of her, and we expect to witness more iconic wins from her. TRA Research’s CEO, N. Chandramouli said, “PV Sindhu’s winning medals twice in succession is a phenomenal performance at the Olympics. Her value seems to have gone along with her second-time win, and would nearly double. She is young yet, and still has at least one more Olympic Games to look forward to, and so more years of sporting success ahead of her.” On whether Sindhu and Chopra will attract the most brand roles or will newer medalists also get a chance, he added, “All Olympic medal winners from India will gain, some a little more than others. The newer medalists are just starting off, so it's only natural that they will have to prove themselves consistently to see their brand value increase.” Jain also said that Sindhu’s fees and her popularity is likely to double. “Today, she is the undisputed queen of the Indian brand endorsement market (women sportspersons) with more than 10 endorsements and more than 7 million followers on social media. And we expect both the number of brand endorsements and the endorsement fee to increase significantly post her phenomenal success at the Tokyo Olympics, resulting in a significant increase in her brand value.” New-age brands are more likely to onboard the new medalists as their fees is substantially lesser than a seasoned athlete. Mirabai Chanu and Lovlina Borgohain, who recently won Silver and Bronze medals, respectively, in the Tokyo Olympics seem to have caught the attention of many brands. While Mirabai Chanu is currently associated with brands like Adidas and Mobil, her endorsement portfolio is expected to rise post her success at the Olympics. “Not all brands will look for Lovlina and Mirabai given the lesser fan-following for these sports (as compared to say badminton or hockey) – however, those brands that want to epitomize empowerment for women, a burning desire to break into the mainstream from the fringes, or stand up against many adversities may try to build a narrative around personalities like Lovelina / Mirabai. Categories that are looking for evolution through innovation / competing against the conventional might want to weave a story around such personalities – say, solar panels, unconventional energy, electric bikes etc,” said Ghosh. Is the sports ecosystem really changing? With cricket matches being limited this year, brands are banking on Olympic stars to gain consumer attention and stay relevant. However, cricket still gets the bigger piece of the pie. Sahil Chopra is eager to see a sporting ecosystem where all sports get their due, equal recognition. He said, “I would personally love to see the change and this will be good for the ecosystem as well as the audience. The current ecosystem is so cricket-centric at times it isn’t good for the brand recall when you end up seeing the same faces all the time.” Ghosh said that while there is certainly going to be a change in the fortunes of other Indian athletes/sports stars, especially with the surge in enthusiasm over sports other than cricket, and many will see better brand endorsement contracts coming their way – however, a significant difference might take more time. He said, “Not sure whether the sports marketing ecosystem has changed in a radical way – the support / patronage is still lukewarm; the efforts are still guarded. Other sports stars are enjoying higher popularity and getting better visibility but the gap with cricket is still painfully wide.” Jain told us how a marketer evaluates new endorsement opportunities looking at the extent of media coverage given to the sport, the tournament’s share in the national media broadcast, and finally, the degree of relevance a player has for the audience. So, it is important for new medalists to stay in the news. He said, “While the Indian arena has a wide range of sports being followed by the masses, cricket continues to dominate and maintain a strong hold on the endorsement front. Lately, with the advent of professional leagues (on the lines of the IPL) for other sports like kabaddi, football, badminton, etc., brands and advertisers are favorably looking at these non-cricketing opportunities. However, brand endorsements by non-cricketing sporting stars in India are largely driven by individual visibility; this is in comparison to endorsements for cricketing stars that could be “across the board.” Brands typically feature athletes for their grit, patience and determination, and this helps in targeting millennials and Gen Z who are seeking new aspirational figures. With multiple Olympic achievements this year across non-cricketing sports (badminton, hockey, boxing, wrestling and weightlifting), these sports stars will definitely get more attention going ahead.” After a historic performance at the Olympics this year, experts are hopeful that non-cricketing sports stars will also bag more brand deals. <div type="Article" hostid="261" msid="85102342" title="As PV Sindhu takes 20 brands to court for using her name and image without permission, here's how agencies and brands can be careful with moment-marketing in the future" mstype="2" mssubtype="0"></div>

Will the brandverse give equal attention to all medalists of Tokyo Olympics or will PV Sindhu be the biggest gainer?

<ul><li><keyword id="501707" type="ORGANIZATION" weightage="20" keywordseo="PV-Sindhu">PV Sindhu</keyword> and her agency Baseline Ventures is taking over 20 brands to court for using her image and name for moment-marketing, without her consent or proper permissions.</li><li>The agency is seeking damages of Rs 5 crore from each of the brands.</li><li>In wake of the incident, we speak to experts to understand how brands can be careful and avoid such legal complications when using <keyword id="6813822" type="UNKNOWN" weightage="20" keywordseo="Moment-Marketing">moment marketing</keyword> as a strategy.</li></ul>Last week, ace shuttler made the country proud by becoming the first Indian woman to win two Olympic medals. The country came together to congratulate her on her historic achievement and brands joined in, as much to congratulate her as to ride on the trend that Sindhu had created with her win. However, Sindhu is now said to be exploring legal options to take a lot of these brands to court, for using her name and image for their marketing purposes without proper authorization. In the past few years, we have seen many brands build their social presence with the help of moment marketing. We have seen brands jump in on topical conversations with their own take on something that is trending. In doing so, they have many-a-times, used individuals and their names to make the most of the trending moment. The benefits are obvious, while coming up with content that many relate with, they are also able to become a part of the conversation, making it easier for them to grab eyeballs and become a part of the conversation. However, with Sindhu taking an objection to the way her name has been used by brand, there is a chance that brands will become more careful about how they use a public personality's image or name in their content. Sindhu, who is managed by sports marketing agency Baseline Ventures, is reportedly seeking damages worth Rs 5 crore from brands that have used her name and images without her consent. Speaking on what is wrong with the way these brands have handled things, Yashwanth Biyyala, Director - Talent and Partnerships, Baseline Ventures said, “The fact that these brands used PV Sindhu’s images and name on their posts is a clear infringement on the player’s privacy. Moreover, they are also clearly flouting the norms of the International Olympic Committee (IOC), that has put together clear guidelines around advertising during the tournament. In fact there was a blackout period between July 13 (when the Olympic Village opens) and August 10 (two days after the Closing Ceremony) when even brands that sponsor the player are not allowed to post about them. Only IOC and the Indian Olympic Association (IOA) partners are allowed to post about the players.” In total, Baseline Ventures is taking close to 20 brands to court for flouting the rules, out of which legal notices have already been sent to 15. The brands that have already been sent notices include Happydent (Perfetti Van Melle), Pan Bahar, Eureka Forbes, ICICI Bank, HDFC Bank, Vodafone Idea, MG Motor, UCO Bank, Punjab National Bank, <keyword id="6354731" type="UNKNOWN" weightage="20" keywordseo="state-bank-of-india">State Bank of India</keyword>, Kotak Mahindra Bank, Fino Payments Bank, Bank of Maharashtra, Indian Bank and <keyword id="5998660" type="UNKNOWN" weightage="20" keywordseo="Wipro-Lighting">Wipro Lighting</keyword>. Over the years, we have seen many brands build a huge social media following on the back of moment marketing. In fact, Amul is one brand that has garnered immense love for their take on almost everything topical. Amongst new-age brands, we have seen the likes of Dunzo and Zomato churn out relatable, topical content time and again. So following this incident, will agencies need to be doubly careful about how they go about communicating on topical issues, when using the names and images of individuals? Sharing his view on the development, <keyword id="244384" type="PERSON" weightage="20" keywordseo="Lloyd-Mathias">Lloyd Mathias</keyword>, Business Strategist and former Marketing Head of HP Asia, Motorola and PepsiCo India said, “Moment marketing is fantastic in itself and brands that have their own take on topical issues do get consumers attention. However, when a brand uses a specific individual and his/her achievements to gain commercial mileage without prior permission or getting into a contract with that individual, then it is unfair. Brands should display more maturity and seek permission from athletes or their agents before using them overtly or covertly.Most Indian sportspersons outside cricket could benefit from a brand association that may provide them support – that could be monetary, or in terms of exposure or facilities.” To ensure brands do not infringe upon the privacy of celebrities, the <keyword id="120108" type="ORGANIZATION" weightage="20" keywordseo="Advertising-Standards-Council-of-India">Advertising Standards Council of India</keyword> (ASCI) already has a code in place. The code says "Advertisements shall not, without permission from the person, firm or institution under reference, contain any reference to such person, which confers and unjustified advantage on the product advertised or tends to bring the person, firm or institute into ridicule or disrepute. If and when required to do so by ASCI, the advertiser and the advertising agency shall produce explicit permission from the person, firm or institution to which reference is made in the advertisement," and ads that do not comply with this requirement may be in violation of the ASCI Code. On how brands need to tread in situations like the current one, Manisha Kapoor, Secretary-General, ASCI said, “Brands need to be careful and calibrated about everything that goes into an ad, right from the visuals, the words, and the implication of their messaging. Advertisements are made with high involvement of strategic and creative resources, and it goes without saying that they must pay keen attention to aspects that can be challenged.” Moment marketing is all about coming up with relatable posts when something is making news and reaping the benefits of joining the trend. Agencies usually have very less time in which to churn out content that is relatable and shareable, which is possibly why a few miss out on checking on the legal aspects of putting up such posts. However, in the wake of this incident, agencies will need to be doubly careful, said <keyword id="11806503" type="UNKNOWN" weightage="20" keywordseo="Rajni-Daswani">Rajni Daswani</keyword>, Director – Brand Experience, So Cheers. On how agencies can avoid getting into trouble, Daswani said, “Agencies should definitely educated themselves on what they are and aren’t allowed to do because if they are providing that service to their clients, it is their responsibility to cross checking at their end. Secondly, brands can simply be creative without using individual names, image .You want to be a part of the moment, but you also don't want to get stuck into the legal implications. There are a lot of creative, indirect ways to do it and the internet is full of people who understand such indirect references.” Sharing a similar thought, Manesh Swamy, Sr VP - Creative, Social, PR, Marcom, <keyword id="3900173" type="PERSON" weightage="20" keywordseo="Logicserve-Digital">Logicserve Digital</keyword> said, “The IPLs and the World Cups have stricter copyright laws and hence you don't see pictures of cricketers but victory silhouette poses in branded posts. The Golds and Silvers are still rare for us, so people and brands go a little overboard genuinely to celebrate the Olympic feat. If the brand is just celebrating these small moments of joy without selling anything, I guess it shouldn't be harmful. To ace moment marketing considering the current situation, the best move would be to do surrogate advertising and play with the essence of the moment.” On what could be a simpler way of getting around issues like this while also being a part of the moment, Sushant Vithaldas - Head of Business, Schbang Bengaluru said, "For the larger audience of viewers and consumers, it’s very difficult to distinguish between a direct association and a congratulatory post or show of support by a brand. Significant progress is being made in the way influencers endorse a product with callouts for “#PaidPartnerships” or #Ad. A simple fix like this that carries the words “#MomentMarketing” on such posts is a far more easier way to address the issue and let brands and marketeers celebrate the moment in its true spirit." So can this incident lead to the way moment marketing is done in the future? Sanjay Mehta, Joint CEO of Mirum India said, “For the time being, since ASCI has come down heavily on brands that used these stars without permission, other brands will be sensitive to this idea, and won't use any names if they don't have the rights. Just like brands have got tuned to not abuse the IPL property and the cricketers' rights and privileges. Considering that these non-cricket sports and the sportspeople do not get much visibility ordinarily, these controls will unfortunately, make them even less visible, and brands will not err to the side of caution. They may not even mention a wrestling hero or a woman golfer, for not knowing if they have any other brand engagements and could create conflicts! Moment marketing around events of this kind, will get constrained and may be limited to acknowledging the sport and not the star. These are challenging new areas to tread on, in the digital age, and reforms to these rules, so that guidelines have a reasonable balance, will emerge, ultimately.”

As PV Sindhu takes 20 brands to court for using her name and image without permission, here's how agencies and brands can be careful with moment-marketing in the future

The <a href="http://www.businessinsider.in/searchresult.cms?query=Income+Tax">Income Tax</a> department today published a third list of 18 tax defaulters including gold and diamond traders. The dues totaled to a whopping Rs 1,150 Crores. 
 
These 18 defaulters have either gone untraceable or have inadequate assets to pay. This is the third list in 2015 after a list of 49 defaulters with tax liability of over Rs 2,000 Crores were released in two installments. 
 
"The total tax default by these 18 defaulters under the personal <a href="http://www.businessinsider.in/searchresult.cms?query=Income+Tax">Income Tax</a> and Corporate Tax category is Rs 1,152.52 crore. This is the third list put in public domain by the <a href="http://www.businessinsider.in/searchresult.cms?query=IT+department">IT department</a>," a senior official said. 
 
A whopping Rs 779.04 Crores are default of income/corporate tax has been reflected in the name of one Mumbai-based Uday M Acharya (late) and his legal heirs Amul Acharya and Bhavana Acharya. The department has asked these defaulters to pay their tax arrears ‘immediately’. 
 
Image credit: Indiatimes

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