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In conversation with VMLY&R’s Hari Ramanathan

Day three at the Goafest included a very interesting session on Gen Z and how their habits and thought process affect brands. The session was delivered by Utsav Chaudhuri, the head of marketing at YME, Viacom18. MTV Youth conducted a study that provided some very interesting and useful facts about Gen Z and how different they are from the generations that preceded them.

According to the study, 70 percent of Gen Z are not afraid to test out various career fields. If they realize that they haven't chosen the right field for themselves, they are open to trying something different and adapting as they go. A new term has been floated ever since Gen Z took over social media. Side hustles are small jobs that Gen Z does, which highlight their hobbies, skills, and interests. According to Chaudhuri, there are two main reasons behind Gen Z wanting to take up a side hustle. One, they want to do something that helps them follow and/or find their passion. Two, they don't really know what defines a stable career.

"Gen Z is not a generation of revolutionaries; they are a generation of evolutionaries," said Chaudhuri. According to the study, Gen Z believes that regular jobs are on the downhill. Passions, interests, and hobbies are moving uphill to eventually take center stage. While the previous generation, the millennials, used to do hobbies for recreation, Gen Z does it for monetization. Gen Z doesn't like to cultivate hobbies that don't provide any material gain. Corporate jobs are the real side jobs, whereas side hustles are the real deal until they make it big.

Social media is the biggest platform for them to build on their hobbies. It provides a platform for them to pursue their hobbies and passions, build a community for themselves, and earn good money from it. Money is of paramount importance. The study shows that post-pandemic, Gen Z has understood the value of money and how to actively save and invest it.

Educational institutions and academic achievements are no longer the only way to achieve success. You need to be street smart, put in hard work, and do it smartly. That's what Gen Z understands.

Overall, it is to be understood that Gen Z is very different from every generation that came before them. They think differently, they do differently, they hold the power to influence, and they don't act on anything until they believe in it. It will be interesting to see how various industries such as films, fashion, tech, F&B, and many more adapt to the Gen Z ways.


Gen Z: Evolving careers, monetizing hobbies, and influencing industries with side hustles

Day three of Goafest concluded on a high note with actors Rana Daggubati and Tabu engaging in an enthralling conversation with Rajeev Masand about the future of Indian cinema. With the theme of this year's Goafest being the "future of creativity" and the role of technology in driving growth, the session proved to be captivating, with both actors sharing insightful perspectives.

Rana Daggubati emphasized that as long as humanity exists, the demand for entertainment will persist. Content is consumed in various forms every day, including television, OTT platforms, cinema, print, and comic books. These mediums have endured over time and will continue to do so. However, what will evolve is the way content is created, with technology playing a significant role. 

Artificial intelligence (AI) has already found its way into filmmaking, enhancing visual effects, programming, and more. It not only simplifies processes but also empowers creators to deliver better content. The availability of more tools to engage audiences will lead to even more impressive outcomes.

Tabu highlighted the importance of the human element in any creative process, stating that the desire to create is one of the fundamental human needs. Every technological advancement we witness today is driven by this innate creative urge. 

Daggubati drew a parallel to the invention of the camera, which initially raised concerns that artists would lose their jobs. However, instead of rendering them obsolete, the camera became a tool that propelled their creativity. 

He expressed confidence that technology would continue to fulfill a similar role. People will adapt to innovations and leverage them to enhance their capabilities.

The current generation's appetite for entertainment goes beyond simple motion pictures. They desire deeper engagement with characters they love, leading to the emergence of movies adapted into games and vice versa. 

Daggubati emphasized that films of the future will transcend the boundaries of conventional viewing experiences. They will become immersive, enabling people to engage with them for more extended periods. It is a shift towards interactive storytelling.

Towards the end of the session, Rajeev Masand posed an intriguing question to the actors. He asked them about their excitement regarding the future of filmmaking as actors. Tabu spoke about the potential of AI-generated doubles. Instead of physically performing challenging sequences or action scenes, actors could soon be replaced by digital doubles. 

Daggubati added that this field is rapidly advancing, enabling actors to become immortal in a sense. For instance, if someone wants to witness a young Amitabh Bachchan reprising his role as Jai in "Sholay," they will be able to see a convincingly realistic digital version of him. 

He also mentioned a trailer showcased at Cannes featuring Jackie Chan, where his digitally enhanced 18-year-old character exemplified this technology's potential. Actors can now exist in any period and age.

The content sector has witnessed remarkable strides in AI, making it an exciting domain to observe for the emergence of new innovations that will become commonplace in the future.


Actors Rana Daggubati and Tabu envision an immersive future for Indian cinema

It's a clean sweep for Leo Burnett India at the 16th edition of Goafest 2023 that ended on a high note on Friday. Publicis Groupe-owned creative agency won the Creative Agency of the Year bagging a total of 24 metals. The agency also picked up a Grand Prix for Mondelez-owned biscuit brand Oreo for #BringBack2011 campaign in the Brand Activation and Promotion category. 

Leo Burnett also won Branded Content & Entertainment Specialist Agency of The Year and Brand Activation & Promotions Specialist Agency of The Year winning seven and 11 metals in the categories respectively.

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In the Creative ABBYs category,  Leo Burnett maintained the top spot followed by Law& Kenneth Saatchi & Saatchi (14 metals) and FCB Group India (14 metals). In the Brand Activation & Promotions category, Leo Burnett India topped the charts followed by VMLY&R (4 metals) and MullenLowe Lintas (2 metals).

Continuing its winning streak, Leo Burnett India topped the  Branded Content & Entertainment category as well. It was followed by Tribes Communications (4 metals) and  Enormous (3 metals). In the video craft category, Good Morning Films topped the list taking home 20 ABBYs. Chrome Pictures Media and Scarecrow M&c Saatchi picked up 4 ABBYs each.

McCann WorldGroup India won big in the newly introduced "Young Maverick Awards" that aims to celebrate outstanding work done by executives under 30 years of age. The category witnessed 22 entries and 14 shortlists. McCann Worldgroup India's Vasudha Roy, Abhijith SS, and Amaljith P picked up the Gold Young Maverick. The executives won the award for Ujjivan Small Finance Bank's Shagun Ka Lifafa campaign.

Cheil Worldwide's Nakita Niyogi picked a Silver Young Abby, a category which encourages young advertising talent to work on theoretical brief. This year's brief was on Metaverse. 

Goafest 2023: It's a clean sweep for Leo Burnett India at ABBY One Show Awards

Day 3 of Goafest kicked off with a panel discussion on 'IAA - Voice of change on gender bias,' presented by Network18 and moderated by Megha Tata, chief executive officer of Cosmos Maya. The discussion included Anupriya Acharya, CEO of Publicis Groupe, South Asia; Kailashnath Adhikari, business head of Sri Adhikari Brothers Network; Tarun Katial, founder and CEO of Coto; and Anand Narsimhan, managing editor of special projects and senior anchor at CNN-News18.

Tata stated, "Advertising plays a significant role in shaping and reinforcing gender norms, and we have seen how it impacts our society at large."

As the discussion began, Acharya was asked about how the advertising industry is evolving and what it is doing to address the stereotypical gender representation of women. She mentioned that progress has been made, citing examples like Ariel's 'Share the Load' campaign, ads from Whisper, Airtel, Tanishq, and others.

Acharya shared an incident from when she was a moderator for a panel discussion at the Effies jury in Singapore. They discussed an Indian women empowerment ad, which highlighted the ongoing discussions and awareness around the topic. However, despite the efforts, the data shows that significant change is still needed.

Katial addressed the importance of portraying women in progressive ways across different media platforms. He mentioned the example of the TV show 'Jassi Jaisi Koi Nahi,' where the character Jassi, an ugly duckling working in a fashion house, became relatable to many viewers. However, such representations of women are not commonly seen on television or other platforms.

He also highlighted the stereotyping that occurs on platforms like TikTok and Instagram, where women are often limited to dancing or comedy content. Important conversations are often overlooked or not considered cool, even in the digital age. Additionally, there is a lack of women leaders in tech companies.

Adhikari focused on the need to address the objectification of women in media and content. He mentioned that 37 percent of women globally do not have access to the internet, which is a cause for concern. He emphasized the importance of empowering women with digital skills and enabling their participation in meaningful conversations across media, content, and advertising. Approaching this issue as a holistic growth is crucial to combating gender bias.

Towards the end of the discussion, Narasimhan was asked about his personal experience regarding the misrepresentation of women in the media. He emphasized that merit, rather than gender, should drive opportunities in any field. He also raised questions about the underrepresentation of women in fields like civil engineering, mechanical engineering, and IT. He mentioned the success of the movie 'Kerala Story,' which was female-oriented and achieved great commercial success, highlighting the need to champion such achievements.

The panel unanimously agreed that merit should be the primary factor in decision-making and that change should start at home, through the way we educate and treat our children. They emphasized the importance of creating a future where everyone's potential is limitless, regardless of gender.

Panelists at Goafest discuss gender bias in advertising and media representation

Day three at Goafest started off on a high note. The first session of the day featured Nick Law, the creative chairperson at Accenture Song, a creative tech-driven organisation at Accenture. The CEO of Accenture Song is David Droga, a former Chief Creative Officer at Publicis Network. Law shared insights on principles for the future of creativity that are crucial when building a brand and selling a product.

Law emphasized the importance of consistent principles and dynamic practices. He highlighted that there are certain values that every company should stand for, which should remain unchanged. Law, who has previously collaborated with renowned organizations such as Nike and Apple, noted that these billion-dollar brands have a set of principles established during their inception that they strictly adhere to. Regardless of the specific product they are working on, they never deviate from their core principles.

Another key principle discussed by Law was having a singular vision and employing collaborative practices. He stated that there has never been a successful product in the market that wasn't the result of a collaborative effort. Regardless of the industry or type of work, collaboration is an essential part of the creative process. Law emphasized that when individuals with different skills come together, they can create something that they couldn't have achieved individually. Maintaining a laser focus and efficient collaboration are crucial for entering any market, according to Law.

Law also stressed that technology is integral to creativity. While one may have a brilliant idea, technology is necessary to showcase that idea to the world. He criticized the industry's tendency to separate media and technology, stating that they are now inseparable. Tech and creativity go hand in hand, and one cannot exist without the other.

The advancement of technology has revolutionized creative possibilities. From data-driven marketing and insight-driven marketing to product innovation and Generative AI, there are numerous tools available to enhance the creative process. Law expressed his desire for more creative people to utilize Generative AI, emphasizing its potential.

Furthermore, Law emphasized the significance of the development process, particularly in the advertising world. He advocated for starting in the middle, as he observed a common trend where good ideas from lower-ranking individuals are disregarded, while poor ideas from higher-ranking individuals are brought to life. Law used the analogy of an hourglass, with the top half representing top executives and the bottom half representing the rest of the workforce. He suggested transforming the system into a two-way funnel, where ideas, thoughts, and execution flow efficiently in both directions.

Overall, Law's session at Goafest provided valuable insights into the principles necessary for future creativity and successful brand-building, emphasizing consistency, collaboration, the integration of technology and creativity, and a more inclusive development process.


Accenture Song's Nick Law unveils future of creativity: consistency, collaboration, and tech Integration

On day two at the Goafest 2023 Mindshare, FCB Group India, Leo Burnett India and COG Culture won big at ABBY One Show Awards.

Leo Burnett India emerged as the “Digital Specialist Agency of the Year”. The agency picked a total of 15 metals including a Grand Prix. Leo Burnett India won the highest honour (Grand Prix) for Airtel India’s “Airtel 175 Replayed” campaign in Digital Craft for creative use of video. 


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Airtel organised an event, where Kapil Dev’s hologram, powered by Airtel 5G, was released to create engagement with a set of live audience. The legendary cricketer’s famous 175 not out versus Zimbabwe, during the 1983 Cricket World Cup, never made it to the screens due to a strike by the broadcasters that day. It is one of the best one-day innings ever. The brand unveiled a film using immersive technology, it recreated Dev’s unrecorded innings. The film was conceptualised and created by Leo Burnett India, and produced by Prodigious India.

 The Publicis-Groupe owned agency also picked up metals for its work for brands such as Adidas, P&G (Whisper), HDFC Life among others.

 Mindshare India bagged both Mobile Specialist and Technology Specialist Agency of the year. The agency won a total of three metals in the mobile and four metals in the technology category of the awards. The GroupM-owned media agency picked metals for its work for brands such as Dove, Volvo Cars India, Upstox among others.

FCB Group India was named “Direct Specialist Agency of the Year” with a total count of 10 metals. Some of its winning work includes brands such as SOS Children’s Villages India, Navneet Education Limited, HDFC Bank. One of its campaigns for Mumbai Traffic Police also won "Merit" - a category which recognizes good work that could not bag a metal but has made an impact.  

 The IPG-Group owned agency also won “Public Relations Specialist Agency of the Year '' with a total of 8 metals. Its work on Navneet Education Limited, Unaids and SOS Children’s Villages India was awarded metals. It is interesting to note that this year the PR specialist title went to a creative agency over a traditional PR firm hinting at the evolving nature of the industry.


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Independent agency COG Culture became the “Design Specialist Agency of the Year” winning a total of 16 metals. Its winning work includes campaigns for D2C footwear brand Arigold, Medharbour Multispeciality Hospital, OneDash among others.

Talking to Storyboard18 earlier, Ashwini Deshpande, co-founder and director, Elephant Design emphasized that work done by smaller agencies for smaller and local brands in the Design category stood out at the ABBY One Show Awards. Deshpande was the jury chair of the Design ABBYs.

<strong>Read more here:</strong> <a href="https://www.storyboard18.com/how-it-works/goafest-2023-essencemediacom-bags-media-agency-of-the-year-at-abby-one-show-awards-8342.htm">Goafest 2023: EssenceMediacom bags media agency of the year at ABBY One Show Awards</a>

Goafest 2023: Mindshare, FCB Group, Leo Burnett and COG Culture win big at ABBY One Show Awards

Sam Balsara, founder, chairman of Madison World, kick-started Day 2 of Goafest 2023 with a masterclass on ‘Media planning in a digital world.’ He began with an anecdote concerning his company, which was established in 1988. In 1989, a premium variant of a soap, called Cinthol Lime, was launched, which was a big bet for his first client Godrej. He prepared the media plan and it consisted of four spots to run on four consecutive Sunday mornings during the popular programme Mahabharat that ran on Doordarshan. 



In the first month of this campaign, Cinthol Lime registered a 5.3 percent market share in the premium soap market.



As part of his presentation, Balsara shared a few valuable lessons on effectiveness of smart media planning and building the Godrej-owned soap brand:



1. In the last five years, homes with television sets increased by 100 billion. But, digital penetration increased by 300 billion. 



2. Until recently, India was not considered a digitally savvy nation. Today, data consumption is among the highest in the world. There has been a 9x increase in short video content since 2016. On average, people spend almost five hours on smartphones daily.



3. At the time of Cinthol Lime’s launch, people were focused with longer attention spans, which proved good for advertisers. Today, people have much shorter attention spans. Multimedia consumption is up 40 percent, and rising further. It is a huge challenge for media planners and advertisers.



4. Earlier, large advertisers had a simple fundamental strategy. They had deep pockets, and they could dominate the media. That is how they became big and continued to grow bigger. This is because through their ad spends, they created a fort around themselves that no small entrepreneur could penetrate. 



5. The confidence of advertisers or marketers in advertising as a means to build brands and market share has remained intact. Today, the world spends $881 billion on advertising every year. 



6. On the subject of Indian AdEx, from 2019, when digital was 23 percent, the Covid-19 outbreak pushed it up to 31 percent in 2020. It further moved up to 34 percent in 2021. Last year, it was 38 percent, and became the number one medium in India. This year, expectations are that it could go up to 41 percent. 



7. FMCG is the largest advertising category in India. It accounts for 30 percent of Indian AdEx. 



8. Large FMCG advertisers have been slow to adopt digital. But in the case of Hindustan Unilever, in its latest quarterly report, it highlighted that more than 25 percent of its advertising budget is spent on digital media. 



9. Digital is becoming popular due to technology. Technology is providing four major benefits: enabling one to go beyond demographics, enabling data-driven analytics, enabling contextual messaging and allowing to harness the power of virality.

Goafest 2023: Digital is just as important as traditional for efficient media plans, Madison's Sam Balsara

The second day of the Goafest saw some stimulating panel discussions. One such involved a well-known veteran of the startup ecosystem, Rajan Anandan, managing director at Sequoia Capital, alongside journalist Anuradha SenGupta. Anandan spoke about how the funding and startup culture has evolved in India over the last few years and what we should expect. 

Startups in India have become part of everyday conversations, given the surge in this cohort and the impressive number of them that achieved unicorn status, or a valuation of $1 billion. With innovations and introductions of new technology, data and insight-driven products and services, the market in India has drastically expanded, to become the third largest in the world. 

Back in 2010, there were less than $1 billion in Indian startups. In 2021, the number had gone up to $45 billion. This year, 2023, the number is estimated to settle anywhere between $10 billion and $15 billion. That is not a number to sneeze at, even if it pales before the $45 billion seen a few years earlier. Anandan said, “2021 is not the norm. 2021 will never come again. If anything, the startup ecosystem in India is going back to normal.”

“We’re back to sort of a trend line that we’re seeing. This is the best time in India to invest and it is the best time to build a company,” Anandan added. 

Now you may be thinking that there has been a significant drop in funding since 2021. However, according to Anandan, it is late-stage funding that has actually slowed. This is because the best companies raised most of their funds in 2021 and the first half of 2022 and don’t need to raise capital anymore. Hence, in his view, the sector is moving down the right path and at the right pace.  

Anandan spoke about the changing mindsets at startups. A company like Hindustan Unilever Ltd (HUL), unlike a startup, has had one goal from the start, which is to be profitable. But now, Indian founders, be they young, early-stage founders or legacy and growth-stage founders, all talk about making their company profitable, he said. 

There is a lot of dry powder in venture capital terms in the Indian market today. For a startup to attract some of that money, the quality of the founder is a big factor, according to Anandan, as is the growth of a business. “The startup ecosystem in India will in the next decade deliver dozens of HULs. Fundamentally strong companies generating big revenue will play a big role,” the Sequoia Capital MD said. 

The growing startup sector will have a very positive rub-off effect on digital advertising. Anandan predicted that by 2030, the digital advertising sector will be worth $25 billion. What is interesting is that a lot of this growth won’t come from consumers but from small businesses. The future is bright, in Anandan’s opinion.



This is the best time in India to invest: Rajan Anandan on India’s startup ecosystem

At the ABBY One Show Awards 2023, EssenceMediacom picked up the Media Agency Of The Year. The WPP-owned company got 122 points. The agency also picked a Grand Prix for Whisper India's The Missing Chapter. 

Whisper India's 'The Missing Chapter’ campaign targets mothers of young girls. Conceptualised by Leo Burnett,  the campaign, which is the fourth edition of Whisper's #KeepGirlsInSchool (KGIS) movement, aims to normalise periods and remove the fear and trauma that can surround the monthly cycle to help empower girls to go about their normal lives.

EssenceMediacom won a total of 20 ABBYs for brands like Google, Cleartrip, Ariel, Thums Up, Adidas, Samsonite, and Gillette, among others.


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Mindshare picked 106 points and took home 18 Metals for brands like UltraTech Cement, Bru, and Yum Restaurants India, among others. Madison Media scored  68 points and bagged 11 metals for brands like Asian Paints Royale Glitz, Mountain Dew, Go Cheese, Vicco, among others.

The ABBY One Show Awards 202 attracted a total of 3301 this year over 3021 last year. A total of  63 media agencies participated this year in the awards. against 54 last year. In terms of entries, 1019 total entries were received from media agencies against 1014 last year. 

<strong>Read more here:</strong> <a href="https://www.storyboard18.com/how-it-works/goafest-2023-mindshare-fcb-group-leo-burnett-and-cog-culture-win-big-at-abby-one-show-awards-8397.htm">Goafest 2023: Mindshare, FCB Group, Leo Burnett and COG Culture win big at ABBY One Show Awards</a>

Goafest 2023: EssenceMediacom bags media agency of the year at  ABBY One Show Awards

Prabha Narasimhan, managing director and chief executive officer, Colgate - Palmolive India believes that brand love has not been sacrificed at the altar of short term sales. 

She mentioned, “As you woke up this morning till the time you reached here, you would have interacted with a series of brands. A lot of them have existed for a really long time.” She cited the example of Colgate-Palmolive which has existed for 200 years, which continues to be loved and experiences growth. 

On day 1 of Goafest, independent journalist Anuradha SenGupta moderated a panel discussion on ‘Brand love suffering at the altar of short term sale’. Apart from Narasimhan, the panelists consisted of Hemant Malik, divisional chief executive - ITC’s foods business and member of the corporate management committee of ITC; and Rohit Kapoor, CEO, Swiggy.

ITC’s Malik, who stated that they are not a digital commerce brand, mentioned, “Marketing has changed. Relationships itself have changed. As per the latest Tinder trends in 2022 instead of brand love, I would like to call it brand situationship. Narasimhan is lucky to run a brand of 200 years (Colgate-Palmolive) and there is a huge love for that brand. But a lot of us create challenger brands, and therefore one needs to find mechanisms for people who will be able to at least experience us.”

Narasimhan traces her footsteps backward and on the subject of building brands, stated that the big brands had three large advantages. They had the advantage of reach, media because it was quite concentrated and also had the advantage of capital. “Now, none of these advantages exist,” she added.

Swiggy’s Kapoor mentioned, “The notion that creativity is that one ad film which wins and is a fantastic output, has to die. Today, everybody has the license to creativity. I don’t think it needs to come from one place. It should flow from ten places.”


ITC’s Malik highlighted that, “You can see that if your brand is not performing well, you will blame the media agency.” He further stated, “Traditional advertising agencies need to change a lot. I need to learn from my agency partners so that we can keep on improving.” 


Malik also said that the challenge is to make sure that all of us are working for the same brand. “We have a marketing insights person, marketing services person, then a digital person, and a performance marketing person. Therefore, we are kind of also segmenting it.”


On his expectations from agencies, Malik further highlighted, “I expect my agency partners to be the experts. Therefore, I need to learn from my partners. My expectation is that they are going to come and teach me things which I don’t know.” Swiggy’s Kapoor agreed with Malik. He said, “I love to get challenged by my agencies, partners.”


Colgate-Palmolive India’s Narasimhan mentioned, “Brand love is most critical for premiumisation. If that brand is not imprinted in my head, this is not the brand I am going to buy from this category, then I am not going to put it in my basket.”


ITC’s Malik stated that, “If you only have brand lovers then there will be no business. We need more people to try different brands so that penetration could increase.”


"You have to have a product that delivers. It doesn't matter if you are an old or new brand, expensive or inexpensive. There has to be consistency in what the brand is telling you. The single purpose of a brand cannot be making money. The idea of having a larger purpose is extremely important," Narasimhan said. 


Maximum number of people who are talking about brands, the average is five. Eighteen percent of people have said that there is no brand they love. Narasimhan stated that first, brands need to make a promise and must deliver on that promise. It does not matter whether the brand is old or new, expensive or inexpensive. Second is maintaining consistency in what brands do.  Communication of this in a manner that attracts attention is a part which is really difficult. “Because, you can take the communication, but it has to cut through, which takes a humongous amount of noise,” she added.  


Adding to Narasimhan’s point, ITC’s Malik stated, “Consumer insights become most important.” He explained that the ability of the brands towards consumers with regards to the way they buy, their needs, and understandings becomes very crucial. 


He further added, “Linking brand purpose with social causes can lead to something like green washing. We are doing a lot of work on plastic or packaging and we are committed to it.  Consumers will see through it if there's a lack of commitment from a brand.”


As the panel discussion came to its final leg, Malik concluded saying, “Nothing goes viral, you have to pay money for it.”

GOAFEST

How it Works

Gen Z: Evolving careers, monetizing hobbies, and influencing industries with side hustles

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Actors Rana Daggubati and Tabu envision an immersive future for Indian cinema

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Goafest 2023: It's a clean sweep for Leo Burnett India at ABBY One Show Awards

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Panelists at Goafest discuss gender bias in advertising and media representation

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Accenture Song's Nick Law unveils future of creativity: consistency, collaboration, and tech Integration

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Goafest 2023: Mindshare, FCB Group, Leo Burnett and COG Culture win big at ABBY One Show Awards

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Goafest 2023: Digital is just as important as traditional for efficient media plans, Madison's Sam Balsara

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This is the best time in India to invest: Rajan Anandan on India’s startup ecosystem

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Goafest 2023: EssenceMediacom bags media agency of the year at ABBY One Show Awards

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Goafest 2023: Importance of brand love, purpose and consumer insights