06 December 2022 08:43


Post by MediAvataar's News Desk
- Nov 24, 2022
Winners to be announced during an online show on December 8 The Epica Awards are delighted to announce the preselected entries for the 2022 competition. Reaching the shortlist is a fantastic achievement, so we would like to congratulate everyone who appears on it. ...
MediAvataar's News Desk

MediAvataar's News Desk

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Recently the first ever get together of PGDBM-1998 Batch of Sydenham Inst. of Mgt was organised.

Batch mates from Deloitte consulting, Ampacet Inc., Johnson & Johnson, TCS, Infosys, Rajasthan Patrika, Capital First, DBS Bank, Money Tree, Pidilite Industries, CRISIL etc attended the get together.

It was nostalgia time for the graduating batch of 1998 of the Sydenham Institute of Management Studies, Research and Entrepreneurship Education, Churchgate, Mumbai. Over half the batch mates got together at Masala Zone, Bandra Reclamation after 17 years.

And if those who were physically present were not enough,  technology was used to ensure dial ins and Skype conversations from Sweden, United States etc as well. The highlight of the evening was that in spite of the 17 year gap and a corporate world daily challenges.. faces and names were not forgotten. It was truly a memorable get together and of course the batch expects to exceed these numbers in the years to come.

There are 143 million social media users in India as of April 2015, as per a report by ‘Social Media in India 2014’ by the Internet and Mobile Association of India (IAMAI) and IMRB International.

The growth of smart phone and social media usage by 100 per cent and 35 per cent over the last year in Indian rural and urban areas, respectively, and with the launch of 'Digital India Week' by Prime Minister Narendra Modi simultaneously in 600 districts across the country, with a view to transform India into a digital economy, these numbers are only going to increase.

Acting upon these developments, FICCI FLO Mumbai, the Women’s Wing of FICCI has organised an exclusive event on 'The Social Media Opportunity' with Kirthiga Reddy, Managing Director, Facebook India and Hareesh Tibrewala, Joint CEO, Social Wavelength on Friday, 10th July at ISDI Parsons Mumbai.

The event will offer an insight into India's explosive social media growth and the means to leverage this growth for business.

Sharing her views on the same FICCI FLO Chairperson, Mrs. Falguni Padode said, “FLO (FICCI Ladies Organization) has always taken initiatives to promote women empowerment at every level. With digital marketing growing at a pace like never before, events like these will help women look beyond traditional marketing and exploit the digital medium for growth.”

The sessions include:

Keynote Speaker: Kirthiga Reddy, Managing Director, Facebook India will talk about Facebook’s India journey from a digital and networking platform to a digital broadcast medium, its human engineering initiative, Facebook’s scope in Tier 2 and Tier 3 cities and success stories of entrepreneurs.

In the second session, Hareesh Tibrewala, Joint CEO of Social Wavelength, India’s largest social media agency,  will talk about the importance of social media, facets of digital and social media marketing, Ecommerce and Apps and how SME businesses can leverage the digital medium.

As a brand, Havells Wires has always stood out in the way it communicates its core message to its audience. Taking its credo ‘Wires that don’t catch fire’ further, Havells Wires has unveiled a new campaign that depicts an emotional bond between a father and daughter. As it has done with its past campaigns, the brand has leaned on an emotional tale to lend across its message to the general populace. The strategy being that a functional benefit such as a fire-proof wire when shown through an emotional angle makes the communication seem more relatable and believable.

The campaign is live on digital platforms and will be on-air across major television channels soon.

Explaining the rationale behind the new film, Vijay Narayanan, VP-Marketing, Havells India Limited said: “The objective was to reinforce the product proposition of ‘flame-retardant wires’ by means of a powerful emotional story which connects with the consumers.”

Conceptualized by Lowe Lintas Delhi, the commercial has been shot in the picturesque state of Kashmir. The story is set on a cold, winter morning at Dal Lake, Kashmir. A daughter, who must have risen early to prepare lunch for her hardworking father rows a boat across the lake to deliver food in a tiffin box. By the time she reaches, the food is almost cold. Fearing that the food will become inedible once it’s cold, she urges her father to eat immediately. But her father bogged down by work, shirks her away. Undeterred the girl continues urging her father, but then she eventually gives up and leaves. But before leaving she uses Havells wires as an apparatus to heat the food.

Sharing his thoughts on the creative approach behind the film, Amer Jaleel, National Creative Director, Lowe Lintas + Partners said, “We consider each category piece on Havells as a mother brand piece. Although this is about a specific benefit of wires it feeds into the Havells brand. These days some brands are also channels. What will emerge from Havells is something that people are looking forward to. In that light we wanted the wires work to add to the emotional equity on Havells. We try to be simple and real and somewhere we wanted the brand to be viewed as being a part of lives in every part of the country. Set in Kashmir, the little story echoes every girl’s feelings for her Dad.”

Directed by Anupam Mishra from Crazy Few Films, the film captures the father–daughter relationship in the backdrop of the beautiful Dal Lake, and of course the essence of the usability of Havells Wires propagating their catchphrase “Wires that don’t catch fire.”


Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Prasad Venkatraman

Account Management: Amjad Ali, Sonia Upadhyaya, Abhishek Jain, Twishi Pande

Planning: Anurag Prasad

Producer: Crazy Few Films

Director: Anupam Mishra

Wednesday, 08 July 2015 00:00

Understanding the Power of a Brand Name

A brand name can be one of the most valuable assets a company possesses. It can lend credibility to product efficacy and provide an assurance of quality, letting consumers know what they can expect when they buy a product. But because brand building can be costly and time consuming, it can be extremely advantageous for established brands to lend their name to a new item in the same category through line extensions. In fact, line extensions are approximately three to four times more common than “new manufacturer” and “new brand” launches combined.

For consumers, line extensions create confidence in a new product’s ability to deliver against promises, and can relieve some of the apprehension often associated with trying something new. Nielsen’s Global New Product Innovation Survey found that nearly six-in-10 global respondents (59%) prefer to buy new products from brands familiar to them, and 21% say they purchased a new product because it was from a brand they like. Consumers in North America and Latin America value brand recognition more than consumers in any other region. In both, it was the second-most important reason (after affordability) that consumers said they purchase a new product.

Brand recognition is particularly influential in developing markets. On average, more than two-thirds of developing-market respondents (68%) say they prefer to buy new products from brands they’re familiar with, compared with 57% in developed markets. In addition, more than one-fifth of developing-market respondents (22%) say they purchased a new product because it was from a brand they like, compared with 17% in developed markets.

“Brands can signify quality and inspire confidence,” said Rob Wengel, senior vice president and managing director of Nielsen Innovation in the U.S. “For a consumer with limited disposable income, the potential loss from an underperforming product is magnified. As a result, they’re often hesitant to take a risk on a product that might not live up to expectations, and are sometimes even willing to pay more for brands they trust. For new products launched without the benefit of a strong brand name, extra care must be taken to provide strong assurance that the product will be perceived as a good value for the money.”

It is important to keep in mind, however, that while a brand extension can provide a strong foundation for success, it doesn’t guarantee it. In fact, if a company doesn’t manage a line extension well, it could actually harm the parent brand. To protect a brand’s reputation, a line extension should clearly link with the core product while also offering consistency, uniqueness and relevance in the market. Line extensions with little differentiation could lead to cannibalization. Likewise, if a line extension varies too dramatically from the parent, it can dilute sales.


Time pressures and stress are facts of life. Shoppers want products that help restore balance and free up time to do the things they value most. More than one-fifth of global respondents (22%) say they purchased a new product because it was convenient, and slightly fewer (19%) say they purchased it because it made their life easier. Consumers’ desire for these kinds of products is even higher. More than one-quarter of global respondents say they wish more products were available that make their life easier (27%) and are convenient to use (26%).

While convenience-motivated purchasing is rated high in all regions, shopper sentiment differs in regard to the order of importance in certain regions. In Latin America, for example, respondents list convenience after branded, indulgent and family-friendly products, while in Europe, products that offer novelty, indulgence and brand recognition are more important than convenience.


The Nielsen Global New Product Innovation Survey was conducted between Feb. 23 - March 13, 2015, and polled more than 30,000 consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. For the purposes of this study, we defined a new product as any item a consumer has never purchased before. The sample has quotas based on age and sex for each country based on its Internet users and is weighted to be representative of Internet consumers. It has a margin of error of ±0.6%. This Nielsen survey is based only on the behavior of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60% Internet penetration or an online population of 10 million for survey inclusion. The Nielsen Global Survey, which includes the Global Consumer Confidence Index, was established in 2005.



MICA, India’s premiere management institute in Strategic Marketing and Communication today announced appointment of three new members to its Governing Council  - Mr. Abhijit Bhaduri, Chief Learning Officer, Wipro Ltd, Mr. Achal Bakeri, Chairman and Managing Director, Symphony Limited and Dr. Tridip Suhrud, Director and Chief Editor, Sabarmati Ashram Preservation and Memorial Trust.

Mr. Abhijit Bhaduri is currently the Chief Learning Officer at Wipro Ltd. and is also on the board of a prestigious program for Chief Learning Officers run by the University of Pennsylvania. Prior to joining Wipro, Mr. Bhaduri has led cross HR teams in India, AsiaPacific and the US at Microsoft, Pepsico and Colgate. His thought pieces are featured in the Wall Street Journal, Forbes, Economic Times and People Matters. He has also been a speaker at TEDx and INK conferences.

Mr. Achal Bakeri, a MBA in Finance and Real Estate Finance from University of Southern California is also a Chevening Scholar from the London School of Economics on Leadership & Global Governance. In 1988, Mr.Bakeri’s entrepreneurial journey began with Symphony Ltd., which is now a public-listed company with a market capitalization of Rs. 8000 crores.  Symphony Ltd. is the largest manufacturer of air-coolers in the world. Mr. Bakeri has been associated with various professional bodies and public charitable institutions and also has been a recipient of several awards in the entrepreneurship and leadership space.

Dr. Tridip Suhrud is an active member of the Gandhi Heritage Sites Mission supported by the Government of India. Over the tenure of his career, Dr. Tridip has gained incisive knowledge on the life and thoughts of Mahatma Gandhi and has been consistently writing books and essays on it. Some of his recent works include Beloved Bapu: the Mirabehn- Gandhi correspondence, Gandhiji Ni Rojnishi, Hind Swaraj ek Anushilan, Kavi Ni Choki and a bilingual edition of M K Gandhi's Hind Swaraj.

Dr. Nagesh Rao, President and Director, MICA said, “The greatest insights occur at the intersection of different areas of work, different ways of thinking, different ways of doing and different ways of being.   In our new governing council members, Prof. Suhrud, Mr. Bakeri and Mr. Bhaduri, we have exactly that, expertise in very diverse areas and ways of life adding richly to conversations on how to take MICA forward.”

Mr. Madhukar Kamath, Chairperson, MICA GC and Group CEO & MD, DDB Mudra Group said, “As we march forward toward vision 2020 for the institute i.e to create leadership in Strategic Marketing and Communication, I am glad to be joined by three esteemed and well respected individuals on the Governing Council. The strategic direction for the institute will now be driven an eclectic mix of individuals with diverse backgrounds – C-suite Executives from Marketing, Advertising, Media, Research, Digital Marketing and HR, an Entrepreneur, Academicians and an individual who has worked tirelessly towards preserving the legacy of one of the biggest brands this country has given to the world. I am excited as this group sets out to build a truly world class institute.”


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