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<ul><li>In our latest interview series, we talk to brands to understand how they are coping with the new normal and their strategies towards navigating these difficult times.</li><li>In today’s interview, <keyword id="8064806" type="PERSON" weightage="20" keywordseo="Prashin-Jhobalia">Prashin Jhobalia</keyword>, Vice President, Marketing Strategy, <keyword id="3018793" type="PERSON" weightage="20" keywordseo="House-of-Hiranandani">House of Hiranandani</keyword> tells us how the lockdown has impacted business and how they have re-caliberated their <keyword id="852798" type="PERSON" weightage="20" keywordseo="marketing-strategies">marketing strategies</keyword> to navigate the new normal. </li></ul>India has now been under lockdown for more than a month now and the effects are visible in different sectors. The way the world functions has seen a complete overhaul. People have been self-isolating, venturing out only to get essentials. Moreover, considering we are still seeing the infected numbers go up everyday, there’s a possibility that the lockdown will be extended beyond May 3. The lockdown has led to a complete shutdown of work for mediums like OOH and experiential. Even the Print media is suffering with more and more advertisers pulling out their marketing monies. In such a scenario, what are brands that rely heavily on these mediums navigating the situation? <keyword id="6354553" type="COMPANY" weightage="20" keywordseo="real-estate">Real estate</keyword> is one segment that invests a lot on OOH as well as Print. To understand the current situation, we recently caught up with Prashin Jhobalia, Vice President, Marketing Strategy, House of Hiranandani who told us about the effect of the current lockdown on their brand and how they are working towards ensuring that the impact is reduced. Edited excerpts: Q) How have the past few weeks been for the brand, considering the country has been in a lockdown? The COVID-19 pandemic has exposed the marketing fraternity to some unique challenges. For a real estate brand like us, selling apartments from a makeshift office at home was unthinkable. However, the realities have been harsh and we have been compelled to stay up during these trying times. Adoption of new technology, unique manner of reaching customers and communicating sensitively has been the new norm for the team. Marketing and sales have been completely driven digitally and the results have been astonishingly great in conditions as this. Q) What kind of business impact is the current situation having? What kind of expectations do you have from the rest of the year? COVID-19 has resulted in economic disturbance across the globe. All investment assets including the stock market, gold have been impacted greatly due to the virus scare. Among such circumstances real estate, which remains immune to instant economic instability, seems to be a safe bet for investment and will prove to be a frontrunner in such volatile conditions. However, since home buying involves a huge investment and also is an emotional decision, after lockdown is lifted home buyers will prefer visiting the property once before closing the deal. We expect to see a rise in conversions once the situation normalizes. Q) What is your marketing strategy right now? How have you been trying to continue building a connection with your audience? Has there been a change in your media mix? While there has been immense challenge on the economic front due to COVID -19, we have aggressively upgraded our existing digital ecosystem using which our sales teams can meet potential customers digitally. We have deployed a series of new prop techs such as 360 degree tours of projects, virtual realty, and video conferencing to provide the buyer with an immersive experience of the property. Through these digital tools we have successfully given them a sense of what the brand has to offer, even while the buyer is situated at a distance and has never visited the property. Our digital promotions are working well and we have witnessed a rise in the number of enquiries. Serious home buyers, from domestic and international markets are using this time to digitally experience the property along with their family members and solve all their property related queries. Increased focus in digital mediums has also definitely called for an increase in spends for the digital mediums than the expenditure done before the COVID-19 crisis. Q) What are a few key learnings for you as a brand in the last few weeks? The COVID-19 pandemic has made us realize certain situations which we could have never imagined could be a possibility. Continuing with business functions in such challenging times has taught us the importance of being agile. The crisis has made brands understand the importance of adapting new mediums of communication and being digitally sound. While brands maintain the connect with their customers, it is also a time to have relevant communication and yet be sensitive without sounding opportunistic. Q) If the lockdown is extended beyond May 3, will you be tweaking your marketing strategy further? Our existing digital strategy is working well. There are no plans to make any changes in the strategy at present. Q) How do you think you as a brand have been making a difference in spreading awareness/contributing to the society at large? House Of Hiranandani is a brand involved in developing communities and creating social infrastructure such as schools, departmental stores, day care centres within these communities. Our ethos have been to create an environment where the day to day needs of most of the consumers are fulfilled within these townships. Staying digitally connected with their audience and the society at large has become extremely pertinent for every brand during the lockdown period. We too have been connecting with our customers through our social media platforms and are adopting interactive and engaging communication methods to engage with them digitally. We have been providing regular updates related to the infection to our customers and are also informing them about the protective measures which they can adopt to stay away from the disease. Also, we have undertaken welfare initiatives towards labourers at our construction sites and dissuaded them from leaving the site to their hometown. Q) There's a thin line in terms of a brand's communication in times of crisis where marketing communications can be misread as opportunist or even insensitive. How are you working around this tightrope and ensuring there isn't any miscommunication? These are unprecedented times where each one of us is perplexed, anxious and are looking for solutions. At such an hour, Brands can take the onus on themselves and can play that critical role in reducing fears and pass on important information to educate and enlighten the public at large. As a leading brand, we too have been trying our best towards contributing to the society at such trying times and have tried to reduce the panic among our audience by keeping them engaged through our engaging initiatives and communication. For instance, we recently conducted a campaign through our online portals where we shared several activities with our consumers which they can do for 21 days to beat the monotony of the lockdown and ensure that the health and wellness of their family members is intact. Our brand has also been constantly supporting the various government initiatives and through our engaging content and campaigns we have been trying our best to motivate people to stay safe and stay indoors. We believe that we can overcome this global crisis through collective effort and hence we have been contributing through our small actions to benefit the society at large.

Marketing in the times of Covid-19: House of Hiranandani

New Delhi, The month of September is all set to bring an exciting slate of titles on the <keyword id="1245953" type="General" weightage="20" keywordseo="ott" source="Orion">OTT</keyword>, filled with thriller, crime, action, and comedy drama. IANS has brought an enthralling slate, which will captivate audiences of varied choices with titles spanning across genres and languages. Presenting a list of five titles on various OTT platforms: '<keyword id="14135675" type="General" weightage="20" keywordseo="friday-night-plan" source="Orion">Friday Night Plan</keyword>' Directed by Vatsal Neelakantan, 'Friday Night Plan' stars Babil Khan and Amrith Jayan and is produced by Excel Entertainment. The film is a tale of self discovery, companionship, packed with a lot of fun and a ton of chaos. Produced by Ritesh Sidhwani, Kassim Jagmagia &amp; Farhan Akhtar's Excel Entertainment, this heartwarming story also stars Medha Rana, Aadhya Anand, Ninad Kamath, and Juhi Chawla in a special appearance. It will premiere on Netflix starting September 1. '<keyword id="14015982" type="General" weightage="20" keywordseo="scam-2003" source="Orion">Scam 2003</keyword>: The Telgi Story' Actor Gagan Dev Riar is set to essay the role of the convicted Indian counterfeiter, Abdul Karim Telgi in '<keyword id="41357" type="General" weightage="20" keywordseo="scam" source="Orion">Scam</keyword> 2003: The Telgi Story'. The second season of the show tells the story of India's biggest stamp paper scam plotted by Abdul Karim Telgi, which shocked the nation with its unimaginable scale. Helmed by Hansal Mehta and directed by Tushar Hiranandani, the series is based on one of India's biggest scams by Abdul Karim Telgi, which shocked the nation with its unimaginable scale. The show also stars Sana Amin Sheikh, Bhavana Balsaver, Bharat Jadhav, J. D. Chakravarthy, Bharat Dabholkar, Shashank Ketkar, Talat Aziz, Nikhil Ratnaparkhi, Vivek Mishra, Hitha Chandrashekhar, Ajay Jadhav and Dinesh Lal Yadav. Produced by Applause Entertainment in association with StudioNEXT, 'Scam 2003: The Telgi Story' will drop on September 1 on Sony LIV. 'The Freelancer' The riveting thriller series is based on the book - 'A Ticket to Syria' by Shirish Thorat. It is directed by Bhav Dhulia, produced by Friday Storytellers and Neeraj Pandey is the creator and show-runner. The book attempts to share the story about the insidious operations of the Islamic State, and how the terror group has perfected a cross-country operation that converts thousands to a depraved cause. 'The Freelancer' helmed by Mohit Raina, is about an extraction mission where a girl is held captive in the war-torn hostile environment of Syria, and her escape from the world of death. It also stars veteran actor Anupam Kher, along with Sushant Singh, Kashmira Pardeshi, John Kokken, Gauri Balaji and Navneet Malik, Manjiri Faddnis, Sarah Jane Dias amongst others. It will air on September 1 on Disney+ Hotstar. 'The Wheel of Time' season 2 The American fantasy television series developed by Rafe Judkins, is based on the novel series of the same name by Robert Jordan with Brandon Sanderson, Season Two of 'The Wheel of Time' finds the show's beloved characters facing down the deadly threat of the growing darkness, and gives a sneak peek at the introduction of fan favourite book characters such as Elayne Trakand, Aviendha, and Lady Suroth. The series stars Rosamund Pike, Daniel Henney, Zoe Robins, Madeleine Madden in pivotal roles, and will premiere with the first three episodes in English, with dubs in Hindi, Tamil, Telugu, Malayalam and Kannada on Prime Video on September 1. 'Tahir's House' Starring Mohammad Bakhsh, Mohammed AlFaza, al-Hashimi al-Faisal, Joud Sofyani, it is directed by Sultan al-Abdulmohsen. A family of amateur entrepreneurs must come together to convert their failing fish shop into a thriving business, but branching out isn't easy. With their Jeddah fish store weeks away from bankruptcy, can the Tahir family sow the seeds of success, or just cause familial chaos? In this comedic series, a Saudi family harnesses their granny's green thumb to go from "surf" to "turf" and be first to a blossoming new market. As they reinvent their business, and themselves, they learn the meaning of sacrifice, brotherhood, and family, with plenty of shenanigans along the way. The six-part series will release on September 6 on Netflix.

September debuts on OTT: Scam 2003, Friday Night Plan, The freelancer & more

Forbes magazine has placed India at the fourth place in its list of countries with the highest number of billionaires, and once again <keyword id="6355199" type="CITY" weightage="20" keywordseo="Reliance-Industries">Reliance Industries</keyword> chief <keyword id="3820" type="PERSON" weightage="100" keywordseo="Mukesh-Ambani">Mukesh Ambani</keyword> has been named the richest Indian. 
 
The list, called 'World's Billionaires' 2017, has 2,043 names in it, who have a combined net worth of $7.67 trillion. In comparison to last year, this figure is up by a record 18%. 
 
Microsoft co-founder <a href="http://www.businessinsider.in/bill-gates-is-largely-optimistic-about-the-future-but-a-key-tenet-of-the-trump-administration-worries-him/articleshow/57635057.cms">Bill Gates</a> tops the list for the fourth year in a row, with a fortune of $86 billion. Last year, this figure stood at $75 billion. Berkshire Hathaway chief <a href="http://www.businessinsider.in/its-all-mental-with-him-warren-buffetts-late-wife-revealed-why-it-took-the-billionaire-so-many-years-to-start-giving-away-his-fortune/articleshow/56902258.cms">Warren Buffet</a> stands second with a new worth of $75.6 billion. 
 
The third place in the list has been grabbed by Amazon's Jeff Bezos with $72.8 billion net worth. 
 
<a href="http://www.businessinsider.in/11-billionaires-hit-hard-by-demonetisation-mukesh-ambani-still-the-richest/articleshow/57519993.cms">Mukesh Ambani</a>, with $23.2 billion, stands 33rd in the list. His younger brother <a href="http://www.businessinsider.in/anil-ambanis-reliance-capital-sells-paytm-stake-to-alibaba-for-rs-275-crore/articleshow/57513421.cms">Anil Ambani</a>, however, ranks 745th with a net worth of $2.7 billion. 
 
Also read: <a href="http://www.businessinsider.in/mukesh-ambani-knows-what-the-millennials-want-heres-how/articleshow/57390611.cms">Mukesh Ambani knows what the millennials want. Here’s how</a> 
 
Talking of countries, India homes 101 billionaires, crossing the 100 mark with for the first time, standing fourth after USA (565), China (319), and Germany (114). 
 There are only four women billionaires from India, viz. <keyword id="51618" type="PERSON" weightage="20" keywordseo="Savitri-Jindal">Savitri Jindal</keyword> and her family (303rd position), Smita Crishna-Godrej (814th), Biocon founder Kiran Mazumdar-Shaw (973) and Leena Tewari (1030). 
 Other Indians in the list are <keyword id="6419840" type="PERSON" weightage="20" keywordseo="Azim-Premji">Azim Premji</keyword> (72nd), <keyword id="111343" type="PERSON" weightage="20" keywordseo="Gautam-Adani">Gautam Adani</keyword> (250th), <keyword id="33278" type="PERSON" weightage="20" keywordseo="Rahul-Bajaj">Rahul Bajaj</keyword> (544th), Acharya Balkrishna (814th), <keyword id="6398943" type="PERSON" weightage="20" keywordseo="Rakesh-Jhunjhunwala">Rakesh Jhunjhunwala</keyword> (939th), NR Narayana Murthy (1161st), Vivek Chand Burman and <keyword id="44604" type="PERSON" weightage="20" keywordseo="Nandan-Nilekani">Nandan Nilekani</keyword> (tied at 1290th), Vijay Shekhar Sharma and Habil Khorakiwala (1567th), <keyword id="46425" type="PERSON" weightage="20" keywordseo="Anand-Mahindra">Anand Mahindra</keyword> (1567th), Niranjan and Surendra Hiranandani (tied at 1678th), and Rana Kapoor (1795th). 
 
(Image source: <keyword id="375775" type="COMPANY" weightage="20" keywordseo="Forbes-India">Forbes India</keyword>)

India ranks fourth in Forbes list of most billionaires, Mukesh Ambani richest Indian again

You Searched For "hiranandani family" and got 3 results

Marketing in the times of Covid-19: House of Hiranandani

Samarpita Banerjee

September debuts on OTT: Scam 2003, Friday Night Plan, The freelancer & more

IANS

India ranks fourth in Forbes list of most billionaires, Mukesh Ambani richest Indian again

BI India Bureau

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