Segment 1: Launches This Week – India Xiaomi: Mi TV stick, MI smart band 5, MI TWS Earphones Basic POCO M2 Pro Vivo X50 Series Samsung Sound Tower & Soundbars JBL One Series monitor speakers Mercedes S-Class all-new infotainment system
Segment 2: News This Week The UK bans Huawei 5G from end 2020 Airtel partners with Verizon to launch Blue Jeans in India Nokia launches a software upgrade to 5G technology Samsung begins smartwatch manufacturing in India.
Presenting the first of its kind review where we experience pitch-perfect performance of the Ferrari Portofino alongside the revolutionary, stylish and sensational Motorola razr (@motorolain). While the Ferrari Portofino is set to dominate its segment thanks to the 3.9-litre twin-turbo V8 capable of 591bhp, the Motorola razr shatters the status quo with its cutting-edge technology and iconic design. We meet the industry disruptors to find out how versatile they actually are.
Engines roaring and roofs down, that’s how we like them Sunday drives! Our Editor-in-chief Ramesh Somani breaks the dawn with a V10 raging bull alongside Amit Singh in his turbocharged prancing horse. Full video coming soon, subscribe and hit the bell icon to stay updated!
Although she has just begun her journey in Bollywood, Kriti Kharbanda is already a star down South where she has been working for 9 long years. From ‘Boni’ in 2009 to now, ‘Shaadi Mein Zaroor Aana’ and ‘Veerey Ki Wedding’ in 2018, this Delhi girl has come a long way. In an exclusive chat with Exhibit Magazine, the beautiful Kriti Kharbanda is all heart for gaming and flaunts her gaming quotient like a player!
Ex: What do you think about the ever-changing gaming scenario in India? KK: Gaming is more serious than it used to be. When we were kids, we used to play video games just for fun. But now it can be a serious profession as well. My friend is a professional gamer now. He gets paid to test games (laughs). So yeah it has changed in more ways than one. We had parents telling us not to play video games as there is no future in it. But now they cannot say that as it is a great source of income.
It takes a lot of courage to actually give up everything else and do something in this regard.
Ex: Which is that one mobile game that you are addicted to? KK: You know when Candy Crush had come, I was really addicted to it. Then I remember I used to love Pokemon Go as well. Whenever I used to travel for work or when I was bored, collecting Pokemon was my big-time high. In fact, my mom made me quit as I was that into it.
Ex: Have you ever played PUBG? KK: Yes, I am currently addicted to this game. I started playing it because it was trending all over. The best part about PUB G is that you can play with a real person, unlike other games.
Ex: What is your preferred gaming platform? – Console (PlayStation, WII), PC or Mobile? KK: My PS4 and I are best buddies. My brother got me addicted to it as we both sit and play FIFA together. Something I am really excited about. Sometimes on a day off you really want to be lazy on the couch but at the same time, you do want to keep your mind occupied. So this is like the best way to go about things. So the answer would be the console.
Ex: Tell us about the first game that you ever played in your life. KK: My first game was Super Mario.
I remember playing it with my brother when I was young. I always used to wait for my brother to die soon in the game so that I can play. He purposely used to take a lot of time.
Ex: Kriti And Tech: Tell us about your relationship with technology. KK: I am totally into technology. As I loved gaming and I was always curious to know about the new gadgets that have come into the market. I like to keep myself updated about certain electronic accessories including mobiles, AirPods, speakers, etc.
Ex: How does technology help you ease your life on a daily basis? KK: I think technology has evolved over the years and it certainly plays a major role in everyone’s lives, especially if you consider women safety in today’s time, it’s pretty much sorted, in terms of security cameras installed at almost every public place.
Ex: Do you agree that the future is all about technology? KK: Yes, we are rapidly moving into a progressive and an advanced technology world. Sometimes, it feels that the world is at your feet, with everything you need is at your disposal, all thanks to the technology.
Ex: Any message to our gamer audience? KK: I love the concept of gaming awards as I feel that gamers in India need more encouragement and motivation. So thank you Exhibit for coming up with ‘India Gaming Awards’. All my best wishes to the gamers and the events. I am sure it’s gonna be a super hit!
His brooding eyes stole hearts of many a young girls when he just stepped into the business. While Arjun Kapoor has done a series of toughie roles, somewhere everyone still knows that he is gentle; that he doesn’t boil, he simmers. And that simmering is ineffable.
Coming from a family that is full of names Bollywood is proud of, Arjun Kapoor leaves no stone unturned and continues to maintain the legacy. In a one-on-one with Exhibit, Arjun reveals to us a side we never saw. The techie side.
While Arjun Kapoor is riding high on success with 2 States, he dismisses his contribution saying, “While I’m glad people appreciated my performance, the movie’s success excites me more than my success. It is a great feeling to know that people have accepted the movie and that it was seen a source of wholesome entertainment.”
Being one of the most sought after actors from the new crop, he is one of those actors who started working behind the cameras before they changed sides.
“My first assignment was with Dharma Productions and I was the 6th AD (Assistant Director) on Kal Ho Na Ho. I was basically the one behind the making of the movie; if you go back and watch it, they have even included my name as its Director which was really sweet of them. I got paid ` 3,000 for it and after deducting the tax, it was somewhere close to 2,700”, he ends with a laugh.
This was followed by assisting Director Nikhil Advani on Salaam-E-Ishq and working as an Associate Producer on ‘No Entry’ and ‘Wanted’. Did that help him when he started his career as an Actor? “It did. In retrospect, I know it better as to why things happen the way they do; that if there are 300 people on the set, it is because they are needed. You understand the process and do not act like an outsider. I have been and would like to remain a part of this industry.”
And while the camera loves him, his aspiration also extends to Directing. He wants to be a part of the film making process by all means. But currently, he is on a journey of self-improvisation and wishes to give his best to everything he does. “With each thing one does, the benchmarks keep on raising. My first movie was with YashRaj and that was an achievement by itself. The more I do, the more I feel the urge to better it.”
One might consider him to be shy but he invests, almost preserves, himself for those he loves the most. And Arjun’s love for his mother, Late Mona Kapoor, his Sisters Anshula, Sonam and Rhea and mentor Salman Khan is widely known of. He elaborates, “I think I’ve spoken for Salman bhai a dime a dozen times – of how he has been an emotional support to me and my family and how he has inspired and motivated me and helped me believe in myself. As for my sisters, Anshula, my real sister, is someone who I need all the time. She is that person who I am closest to right now.
As for Sonam, she’s more like a friend. We have the same set of friends since we were in the same school and bond at the same level. We care a lot for each other. As for Rhea, she’s extreme. If ever I need an honest opinion and a critique for my work, she’s there. She is like my mirror. She’s a bohemian. There are times when she will stay away from everyone but she jumps into action whenever I need her. Like the other day I told her that I’ll be shooting and she came with 6 bags of clothes… that’s how she expresses her love.”
There are various shades to Arjun – at times he goes all out in explaining himself and at others, he thinks some matters are “too personal to discuss.” Giving a miss to all such topics, we ask him about his role in his upcoming movie, Finding Fanny. “It’s a Homi Adjania movie so you can expect a complete Homi kind of humour; somewhere on the lines of Being Cyrus. It’s an English-Konkani movie and my co-stars are Naseeruddin Shah, Pankaj Kapur, Dimple Kapadia, Deepika Padukone.
Unlike all the roles I’ve played in the past for all the commercial movies, I play the role of Savio Fernandes who is a mechanic and the only one amongst the lot who knows how to drive. All of them are on a road trip to find Fanny, who Naseeruddin Shah is deeply in love with and only realizes a little too late, after 40 years. So it is about the discoveries and revelations that take place while all are together and about what eventually happens. It’s releasing on the 14th of September”, he ends with a smirk.
Arjun Kapoor – Up and Close!
Car that you drive?
Mercedes’ Limited Edition ML 350 CDI. That’s how they sold it to me!
One habit you want to change?
I bite my nails and fidget a lot with my hair, too. These are two habits I want to change.
A word that describes you the best?
Pragmatic.
How do you unwind?
Sleep. With the kind of things I have at hand right now, it is something that I really need.
Could you tell us about your love for gadgets? Which are your must have gadgets and what apps do you use the most?
Phone is something that goes without saying. Since I love watching movies whenever I have time at hand, I have a huge DVD collection and love sticking around with my Blu Ray. PS4 is an indispensable part of this list and my love for it never dies.
Currently I’m always on it because of FIFA’14. Also, I always need a trimmer in order to maintain my stubble. Since, I have a tendency to get addicted to things too soon, I have deactivated my Apple account, otherwise all I will do is download apps. I don’t have an iPhone for the same reason.
Any gadget that you bought and regretted?
I had an iPad that I later replaced with an iPad Mini and frankly there was nothing different about it. I’m finally using the Mini, but I was like ‘What the hell!’
If you were to invent an app for convenience or luxury, which one would that be? A Time machine… I think it’s high time we get one; plus, I’d like to get a phone that walks with me… on a practical level, that is. One that can read my mind, dial numbers of people who I am thinking of, text what I want to… Just so that I don’t have to carry it.
The next gadget that you want to invest in?
I don’t know if you could consider it as a gadget, but it would be the Jukebox that you can connect to your iPhone. It’s already available abroad and I’m waiting for it to arrive in India.
If you could write a biography of one person, who would that be and what would it be called?
My father. It’d be nice to spend some time with him and interesting to know him. I’ll call it ‘My Father’… as simple as that. The title speaks for itself.
What is the most expensive thing you have ever purchased online?
I mostly purchase a lot of plain tees and Blu Ray DVDs online. But recently, I purchased Alexander McQueen Shoes worth ` 90,000 and I’ve not even used it until now.
If you were to get into a tech related profession, which one would that be?
I would be a Car Designer. That’s some cool profession to be in! And this, I say, after watching Rush. I would like to design a Ferrari.Also Read: Undaunted Taapsee Pannu Answers Our Fiery Questions
We have transitioned into the new normal where conversations still happen but over virtual mediums. In another episode of Lockdown Diaries, Ramesh Somani, Editor-in-Chief of Exhibit Magazine sat down to have a heart-to-heart with our June cover star, @Rakul told us her how she’s been spending time at home, how technology is actually the need of the hour and how foldable technology could be the next big thing!
Editor-in-chief (and Interviewer): Ramesh Somani Content Curation: Smriti Raizada Video Editing: Harman Singh Featured Gadget: Motorola Razr (@Motorola India) _________________________________________________
Leaping forward moment by moment and Tan Tana-ing her way to the top, Taapsee Pannu returns to add her exclusive charm on the Exhibit cover once again. While at that, we revelled in a lot of nostalgia – catching her between shots as she touched her makeup and she bowling us over with her bold aura. But like she said, February wasn’t too far away when we shot her first. So we wonder has anything changed at all?
Well, by the looks of it, it was long enough for Taapsee to become absolutely fit, do multiple films, have a big release under her belt that I’m sure you all know about and mark her “here to stay” spot in Bollywood, too. The last time was an intense conversation about Bollywood, Taapsee as an individual and her strong tech game. So this time, we decided to ask her a bunch of strange questions. But the undaunted Taapsee answered like a Queen and we expected nothing less from this intelligent actress who has been ever so smart in her film choices just like the Hyundai Verna she poses with that’s equally intelligent in design and style.
We took a little tour inside Taapsee’s mind, and it was more entertaining than the Netflix show you’re going to watch today.
Ex: When we shot you in February cut to now – what has changed since we spoke last? Taapsee Pannu: I have reduced a few inches! Apart from that, I’ve had an interesting change over in terms of the film that I’m doing and something totally different coming up. It’s a very good, upbeat phase of my career. Actually from the time I shot for Exhibit the first time, there has been a very interesting up-phase of my career where people have started noticing me much more, not only in terms of the roles and films I’ve been choosing and doing but also beyond films that I’ve been doing. Everything has been going extremely well without a plan.
Ex: You are on a roll and we’re super excited about seeing you in Judwaa 2. How was your experience working in it? TP: It was a very different experience from what I’ve done so far but it wasn’t a new experience because I’ve been doing that kind of big, glamourous films in South. It’s just that in Hindi it’s the first time I’m a doing a film of this scale with all glamour and fun. So that way it is new, I’ve done it after a really long time. It felt nostalgic working with David Sir again because I started my career with him in Hindi so getting to work with him again is a big back to square one kind of a feeling. It actually felt like a continuity coming back to the set because a lot of people are same behind the scene when it comes to David sir.
A lot of different co-stars but the same set. Even the choreographer Ganesh Acharya has been doing the Oonchi hai buildings to the Tan Tana Tans and he choreographed Chashme Baddoor and he’s back here. So there were a lot of deja vu moments being on a David Dhawan set. I think I had my moment of being a quintessential Bollywood heroine – you get to wear the best of clothes, the best dances and be the Diva. So it’s like I had to go through those entrance exams to finally be the Bollywood Diva. It was like a picnic or like a gift you get when you’ve done well where I could just enjoy and be like royalty.
Ex: Tech and Fashion – what do you think of this unique relationship? TP: When you talk about a person who bends towards Technology, we very rarely care about what Fashion is because we’re so into what technology about, what’s new, what’s coming up, what can be changed and rebooted. But when it comes to gadgets, they need to be extremely in sync with Fashion because it becomes a part of your look. So gadgets need to be in sync with Fashion, I feel. That’s where Fashion comes in Technology.
Ex: Who is your fashion role model and why? TP: It has always been Kate Middleton. I’ve always seen her as a fashion inspiration.
Ex: What’s your go-to Fashion trend? TP: Actually I don’t follow trends; it’s more like what you are comfortable in or what you can carry with confidence or with which you can make your own style statement. I don’t keep track of trends actually, my stylist does it for me. I’m very bad at keeping up-to-date with what is going on in the Fashion world right now.
Ex: Name the worst fashion blunder you made. TP: When I went by someone else’s fashion sensibilities, feeling nice about what I was wearing just because I thought that person was better than me. It turned out to be a big blunder because I was not comfortable, it didn’t match my sensibilities and I wasn’t carrying it well.
Ex: What is the best learning you have had as an actress? TP: Just forget that there is a camera. A lot of times people act for the camera, I used to do that too. The moment you forget that there is a camera, you’ll become a better actor.
Taapsee PANNU – the Tech Freak
Ex: Tell us the techiest fact about yourself. TP: That I’m still one of those teenagers or kids who get excited when they see a toy. I still spend 24 hours non-stop whenever I get a new gadget in hand. So I get very excited with my new gadgets.
Ex: The latest gadget you’re trying your hands on? TP: New Macbook Pro
Ex: Best tech you own? TP: Being a traveller, I’m very proud of owning a GoPro because I feel like I don’t need anyone to take my pictures anymore and take some really cool pictures.
Ex: A gadget you can’t wait to get your hands on? TP: I need to get some new Wi-Fi speakers for my place which I can connect to my TV, my phone or computer.
Ex: Favourite App? TP: Right now I’m trying some courier app which can help me deliver couriers without going to a place.
Ex: Thoughts on AI? TP: I want AI to tell me which picture or video out of the lot is better because I always get confused.
Ex: Favourite feature in a phone? TP: That I can multitask in between my mails, calls, messages and pictures.
Ex: A gadget you wish is invented? TP: Time machine.
IF-
Ex: You could live in any era what would it be? TP: I would probably want to go back to 90s. There’s some nostalgia about, that time.
Ex: You were the President for a day what would you do? TP: I would give myself a National Award.
Ex: You had to be stuck on an island, 3 things you’d have with you? TP: I don’t want my phone at that point (laughs). I would want a boat but not to go back home, but to go exploring, a small sleeping bag because I live to sleep and my GoPro!
Ex: You could have one superpower? TP: Travel in time.
Ex: You could master one instrument- Flute TP: Your life was a book, the title would be- Live life Queen size.
THAT ONE-
Ex: Country you’d like to visit? TP: There’s not one. I need to visit many before I die. But the one country I’m really looking forward to seeing is Caribbean because there are so many islands! I want to get stuck on one of the islands there.
Ex: Thing you can’t live without? TP: I think I can live without anything. I’m not over-attached. I know the art of detachment.
Ex: Person who makes you starstruck? TP: Sam Clafflin, Andy Murray and Robert Downey Jr.
Ex: Sci-fi character you wish comes to life? TP: I want all Avengers to come to life. My personal fav is Iron Man. He should come to life and I should get to meet him.
FAVOURITE-
Ex: Movie? TP: I’m a huge X-men fan so it has to be the X men series.
Ex: Cheat food? TP: Chole Bhature or cake.
Ex: Quote? TP:“Jo hota hai ache ke liye hota hai aur acche logon ke saath hamesha accha hota hai” – that is something I always tell myself whenever I feel a little down or out.
Ex: Cocktail? TP: I’m a hopeless teetotaler. I can’t even tell you the difference between any type of alcohol.
THE BEST
Ex: Piece of advice given to you? TP:“Suno sabki karo apni” – by my dad.
Ex: Gift you have given? TP: I think I give the best gifts to my sister. I give her gifts without her knowing it’s a gift. She gets free trips to Goa, she gets everything sitting at home be it holiday or the best of restaurants to go to or the spas.
Ex: Pinch me moment? TP: I still don’t believe it has happened when I had dinner sitting next to the President of India. I saw Pink next to him and then I went and sat next to him to have dinner.
Ex: Inspirational movie? TP: Chak de India.
We’re sure you never got asked this but-
Ex: What makes you judge a person the most? TP: Just the sense of conversation, how that person strikes a conversation.
Ex: What song are you listening to on loop? TP: A Thousand Years by Christina Perri
Ex: Your spirit animal? TP: Tiger
Ex: Best and worst pick up lines said to you? TP: Some of them are very lame like, “Do you believe in love at first sight or should I walk by again?”
Ex: Funniest person you know? TP: My sister.
Ex: An animated character you love the most? TP: All the three Powerpuff girls.
Ex: Weirdest hashtag you’ve read? TP: There is one I made which is called #IDon’tKnowHowToUseFilters because I try to use them and I make it worse at times. So I just say #NoFilter because #IDon’tKnowHowToUseFilters.
For no reason at all:
Ex: Worst habit? TP: I eat my nails and the skin around it.
Ex: Priciest thing you’ve splurged on? TP: I don’t spend on anything as much as I spend on my travel.
Ex: Funniest thing you’ve read about yourself on the internet? TP: When I started my wedding planning company people just didn’t understand that I was not the one getting married.
Ex: Ideal first date? TP: It will be either in the middle of the air while skydiving or underwater while scubadiving.
Ex: Most romantic thing someone can do for you? TP: If he just lets me be without expecting anything from me in return. Just not expect me to always be nice or sweet or be active or do something for him. That is romantic enough for me.
Ex: You always travel with? TP: Phone, wallet, keys, earphones.
Ex: Secret talent? TP: That if need be, I can act really well in real life also.
We heard the Managing Directors, and now it’s time to hear the front line ‘Brand’ Warriors. All marketing leaders are facing challenges in generating demand and keeping the conversations salient. We speak to heads of some of the most influential brands in India today, understanding the challenges they face, how they overcame them, and what have they planned for the future.
Panelists for The Experts Roundtable Chapter 6
Vivek Srivatsa, Head Marketing, Passenger Vehicle Business Unit, Tata Motors
Shreyash Sigtia, Head of Industry, FMCG, Google India
Pallavi Singh, Director, Marketing, BMW India
Siddhant Narayan, Head of Marketing, OnePlus India
Moderator: Ramesh Somani- Chief Editor & Publisher, BBC TopGear India and Exhibit.
[Ramesh Somani]: Pallavi, I have known you from Harley-Davidson, then MG Motor India, and now BMW India. These are the time when we can’t be silent but salient, what’s your marketing strategy going ahead, in these challenging times when both the demand and supply are restricted.
[Pallavi Singh]: I think the times are unprecedented, and they need extraordinary measures of course. Automotive has been very traditional for a long time, and we are trying to upscale the digital transformation. From a strategy point of view, I think the next few months are going to be very critical, we really need to understand how the consumer behavior is changing, we are looking at first-party data, third-party data and really looking at what’s happening on our own platform and tracking how the customer journey is changing.
Digital transformation is going to lead to digital commerce, and that is something we really need to put forward to our stakeholders, our dealer network, and our customers. I think this a time that requires new learning; there is a lot of skill that we require to live in the post-COVID19 reality.
[Ramesh Somani]: Siddhant, you have worked with some of the most prominent brands – Nike, Daniel Wellington, and Jio. So tell us, how does your previous experience merge with your current role with OnePlus?
[Siddhant Narayan]: I consider myself very fortunate to work with very consumer-centric brands, a lot of youth-focused names. From a personal standpoint,
I have to come to realize whether it’s an Indian consumer of a global consumer, the consumer actually has more similarities than differences.
Whichever industry you look at, these young Indian consumers have more similarities than differences. A lot of this starts from consumer insights, and that’s my approach as well – looking for customer needs and answering them with our products and marketing strategies.
[Ramesh Somani]: We know the markets for automobiles are opening up as the relaxations are rolling out, what are your top three priorities from a marketing standpoint?
[Vivek Srivatsa]: Priorities are pretty straightforward in times like these. The first is to ensure customers feel confident in visiting our showrooms once again, a lot of work is needed and not only from Tata Motors but from the industry as a whole. Second is the overall concept of safety and wellbeing, how this has significantly gone up in the customer’s minds and as an industry we need to talk to them. The third point revolves around the difficult 15-18 months that the automotive industry has been facing, and we need to work together and get the ball rolling at the right speed.
[Ramesh Somani]: What are the user trends you are seeing during the lockdown Google?
[Shreyash Sigtia]: To sum it up in a few words, we were going online till February, now we are living online. I’ll give you a very simple example of how the transformation has taken place – my dad now pays his electricity bill online, my wife now buys groceries via apps and my kids go online to get educated. We would have had this panel face-to-face with the audience sitting in front, but here we are doing it virtually with the audience now coming in as viewers. These are some of the most picked up trends in the past few months. The last two and a half months has forced us to learn new skills to be more relevant in the current times. And now that you have forced me to speak about some really big trends, there are a couple of interesting commonly searched things. People are now looking up groceries near them, and I’ll give one thing from the automotive industry –
people now want to know if it is safe to visit dealers and they are looking up ways on how to sanitize their cars. People will use their mobile phones for a lot more things, and smartphones will become their lifeline in the coming post-COVID-19 era.
[Ramesh Somani]: What’s your source of marketing ideas? Any books, website how do you come up with marketing ideas?
[Pallavi Singh]: One thing that I go back to is 9GAG, and secondly, I have started playing a lot of video games because there is a lot you learn when you look at Call of Duty or you look at Far Cry – how intense these games are but it’s a team’s work together. If you collaborate your spirit, you can implement any idea, especially in times like these when ideas aren’t all that different, they are generally the same ideas but how do you reinvent the idea, how you can communicate them with your customers, those are the most important things. I think it’s all about the team spirit. The idea can be great but if you don’t have a team that can work it through, then it can fall flat. Also, I read a lot of books by Malcolm Gladwell, he writes a lot about business strategies and ways to approach markets.
[Siddhant Narayan]: I consider myself very fortunate to be working with a young, energetic, and tech-oriented team who are always high on energy, extremely passionate, and very committed. A lot of my ideas are actually my teams and a lot of credit goes to them. I’m also in constant touch with my professors and my ex-bosses and we discuss ideas and market trends. Also, since OnePlus is a community first brand and we have a lot of discussions going on our forums, I just stay in constant touch with the conversations there and bring up ideas from these forums to work with.
[Vivek Srivatsa]: As marketers and people on the commercial side of the business, we have been through a range of books that teach us a few tricks but today there is so much happening around in the world, I consider myself fortunate to live in this world where information is freely available, and the way I approach is to train my mind better to learn from what’s happening around us. This kind of learning probably doesn’t come from books, but we should probably train ourselves on how to take these learnings from things happening around us.
[Shreyash Sigtia]: I would really want to agree with Siddhant, a lot of ideas and creativity comes from the team. Especially in the COVID-19 times, people really come up with ideas that would be otherwise considered wacky but they make so much sense in today’s era. A lot of ideas also come when you sit with your partners and brainstorm for ideas to tackle the challenges that they are facing. My bias would be towards actions, a few months down the lie
I don’t want to be thinking I had this idea but I never got around to try it. I would rather try a lot more things to move the needle.
[Ramesh Somani]: How effective is “Influencer Marketing” in terms of promoting luxury brands digitally?
[Pallavi Singh]: BMW is an experiential brand, a lot of our customers can vouch for that and we design and engineer our cars very thoroughly. A lot of our influencer strategy is built on real people, people who use our cars whether they are celebrity chefs or lifestyle influencers in the fashion space. We work with them because they truly understand the brand, and they personify the brand because they are also using them. Some of them have helped us sell cars within their circles, and that is the kind of relationship we build with our fans – we call them brand fans and they are not really influencers they are fans of the brand.
[Ramesh Somani]: We saw a few influencers being associated with the launch of the Tata Altroz. How was the engagement like, were there any lessons learned that you would want to share with us?
[Vivek Srivatsa]: The way we approached the influencer engagement with the Tata Altroz was quite different from what we would have done a year or two back. We have to extremely clear with what we require from the influencers, and we need to cater and align our content to what the influencer does, what’s the audience he or she caters to. Today we are far more nuanced in the way we approach influencer marketing, we align our products or an aspect of our product with that kind of creator or audience and that really helped us. It also helps us dive deeper into our product proposition and it’s been a very fascinating journey so far.
[Ramesh Somani]: Domin8 has been seeing really good traction, how has been the campaign response?
[Siddhant Narayan]: We are still very fresh from the event that happened on the second. Summer is India is synonymous with cricket, this is the time when consumers are used to turning on their devices and watching the biggest premier leagues. A lot of these top cricketers also play computer games in their off-pitch time and while brainstorming with the team, the idea came up. It was actually something that we took a very big risk on, and as far as the measurement of all of this is concerned, we have got an incredible PR coverage around it. We also got a lot of organic engagement and coverage because something like this was never done before.
LIVE AUDIENCE POLL: – Will you go back to buying and reading print magazines?
RESULTS : 57 percent say yes, touch, and feel matters. 35 percent do it with e-mags and 8 percent are yet to decide.
[Ramesh Somani]: In this new normal, digital marketing has taken the front seat. How will events change shape the future?
[Pallavi Singh]: Well most recently it was Rihanna who did the live concert during the lockdown time, I think there has to be a hybrid model between online and offline. Traditional events like music concerts or even with automobiles where people come to look and feel the automobiles and hear it go for the first time – it’s always been about the physical touch but moving forward things will change. Hybrid models haven’t entirely been innovated in the COVID-19 scenario, they existed before as well. We will have to bring out more ideas and opportunities on the table, try combinations, and focus on technology integrations.
It’s too early to say how events will look like in the future, but we sure have seen virtual launches by various manufacturers using AR in the most recent times.
[Ramesh Somani]: Now local brands are being pushed to help recover the economy and many campaigns have been launched by the government. Do you have any marketing strategies aligned in line with this new #Vocalforlocal
[Vivek Srivatsa]: One point in that is that we don’t have to look for a slogan, it’s smartly ready. But I think as Tata Motors we don’t have to stress more on our local parts. As a brand, we are as Indian as it gets, and the community-building activities that we conduct need no introduction.
We do not wish to piggyback this slogan, we don’t want to push our cars to people because they are local. We want people to come to our showrooms or experience our cars from their homes and then want to buy them.
Our brand has the safest range of mass-marketed cars, and as a cost to features and value for money ration, we sit in a sweet spot. It’s a good sentiment that people have currently, but we do not plan on riding our products on those waves.
[Ramesh Somani]: Tata Motors was one of the biggest sponsors for IPL, with such a big percentage of your marketing budget parked towards it. Since the cricket league has been canceled for now, where else are you going to try and advertise your brand?
[Vivek Srivatsa]: I think IPL will probably happen later towards the year, but generally speaking in terms of the marketing budget, companies have shifted their focus on the digital space. That’s where customers are going, and that’s where the business lies. There are endless opportunities and possibilities in digital ways. Many companies have already broken the line of doing conferences online, rather than spending on those huge travel expenses which ultimately reduce the global carbon footprint. Opportunities are immense, and I am really excited about the times ahead as they are as challenging as ever.
Because of time Constraint – We could only take one Question from 565 Live Attendees :
Esha Mishra from MG Motor India & her question When the COVID-19 curve flattens, do you think the current marketing challenges will stay or completely fade away?
[Pallavi Singh]: The challenges will be there, digital transformation has to kick in really quickly. There were will huge challenges because there will be new skills and talent required to push the digital transformation. It is important to get the right people and work with them.
But one question to ask – who is it that bought the digital transformation to the industry –was it the CEO, the CTO or the COVID-19.
We really need to understand what a consumer wants, and not what the brand wants. It will be challenging, marketing will have to reinvent itself and it’s going to be a roller coaster ride ahead.
[Ramesh Somani]: That’s right, this is a one in a hundred-year phenomenon and while the challenges are difficult, they are also very exciting. Let’s try and work towards our goals better by reinventing each of our brands while riding the digital transformation wave. Thank you for your wonderful insights! I’m looking forward to seeing you soon, take care of yourself & Stay Safe everyone.
One of our most anticipated shoots, we knew instinctively, was going to be replete with a lot of youthful vibe despite the location (which is popularly said to be one of the most haunted places of Mumbai) and we couldn’t have been more right. Ananya Birla and her youthful entourage totally justified the theme of our issue. The banter, Ananya’s quirky yet honest responses to our questions and her being a total pro at striking just the right poses all made for a great shoot.
And finally, Ananya was everything she stands for – humble, charming, gentle and genuine, and we were in awe. As we caught her in between shots, she bared her thoughts showing us why she is not just her father’s daughter but her own unique identity that’s ready to propel the Birla legacy to greater heights.
Ex: “What’s in a surname?” Tell us about the stress that comes with being a Birla. Ananya Birla: I see myself as a girl following her passions and pursuing her vision. I feel very blessed for the emotional strength parents, siblings, grandparents lend. My biggest challenge is to live up to my own expectations which, at times, can be stressful.
Ex: You can’t take the Birla out of Ananya – is it so? Or the other way? AB: I would like to believe that both complement each other to distinctly make me who I am today.
Ex: From Businesswoman to Popstar – what’s the transition about and why? AB: I don’t see it as a transition. It is just a parallel career path that I have taken up. I have always been composing my own music and at one point decided that I wanted to share it with the world. Soon after, I started to pitch my work to music labels and in due time, eventually after the struggle, saw acceptance at Universal Music Group – India.
Ex: Does your childhood dream and present reality match when career is concerned? AB: Yes absolutely! I always wanted to be a singer-songwriter, but always doubted myself. As soon as I was able to break out of those shackles and become more self-aware, it all started to fall into place.
Ex: Tell us something about Svatantra and MPower. AB: Svatantra is a Microfinance company, a mini lending-bank of sorts. I started Svatantra when I was 17, so I am very emotionally attached to it. We lend loans to women in rural and semi-urban areas in India to financially support their businesses. In a sense, being an entrepreneur myself, I wanted to fund rural entrepreneurs given the vast potential and confidence these women have.
Svatantra means ‘freedom’ in Hindi and the organization is one of the fastest-growing microfinance organizations today in India. The key aim is to encourage entrepreneurship, self-sufficiency, and financial literacy and inclusion.
While studying at university in England, I interacted with people about my own age who were suffering from anxiety and depression. The experience stirred something familiar in me. In fact, when someone breaks a leg or has a surgery, they get flowers and get well soon cards. But to someone who suffers from mental health related illness, the empathy is sporadic just because they don’t see an actual wound!
I co-founded MpowerMinds as it is a cause very close to my heart, to increase public awareness about mental health and diffuse the social stigma associated with those suffering quietly. At the Mpower center, we let people know that they are not alone and offer a range of confidential services including therapy and psychiatric help.
Ex: What are the other business ideas that Ananya is brewing up in the days ahead? AB: At present, creating music is my main aim and personal focus. However, we have many leaders in our team and together, we are working on a few other ventures as well. You will hear about this soon enough. They all have a larger vision of creating a positive impact and I hope that as a community, it enables conversations and sees participation on various levels.
Ex: Ananya – the Businesswoman or Ananya – the Popstar – which one do you like more personally? AB: This is a very tough question as I fancy both the facets in different ways. The business woman keeps my mind going. However, I think being able to create music for myself and the world is probably closer to my soul. I see them both cross pollinating eventually and thus the time I invest would be prioritized as such. Having said that, presently I am investing more of my time in music.
Ex: What have been your lowest lows and highest highs? AB: I had a phase in my life while studying at Oxford where at times I wasn’t able to get out of my cottage. There was a lot brewing inside me then, which at times saw an outlet in composing and writing my music. That time, feeling stifled was probably one of the lowest I have been. Even though there have been speed bumps after the launch of my music career, I have had my highest highs during this journey. I would say peaking on #11 on Shaazam was one of them. Being the first Indian to have DJ Afrojack’s remix of Livin’ the Life being backed by PM:AM – one of the largest dance labels in the world – was another one. I find making history, however small or large that maybe, quite contagious.
Ex: Who is your inspiration to reach where you are now? AB: A larger vision; a wish to impact people’s lives through my work is what keeps me inspired. If you ask of a person, it will have to be my grandfather.
Ex: Do you think your age comes in the way at any point? AB: Only in a positive way. Retrospectively, if I wasn’t 17 when I had started my first company, I would not have made certain decisions that have led up to it being successful today. Having more experience under my belt now, I have learnt a lot from my mistakes and my achievements. I am now in a position where I stand strong and plough my knowledge to excel further in all my other ventures.
Ex: What’s Ananya’s definition of “Livin’ the Life”? AB: Spreading love and seeing people smile. I question whether true altruism exists, however having pure intentions is all that matters. Enjoying everything I do, making the best of every moment that we have been offered, is also what Livin’ the Life means to me.Ex: Ananya Birla – give us the unknown story. AB: I am an explorer, a writer, a singer and just a girl who believes in following her dreams and wishing to make a change in this world. At the end of our time here, we are all just stories and I would like mine to make an interesting read. I love the energy each new day brings.
Some days are spent in board rooms leading strategy, other days are more creative and spent ideating on music. Mostly all my hours are hi-performance driven and crazy but it is that energy that I enjoy. With all that goes on through the week, I try and take a break and choose to be lazy on Sundays. These are spent in bed with my comfortable blanky, reading a book and fighting for space with Skai, my Yorkshire Terrier.Ex: How do you keep a balance between business, music and personal life? AB: I don’t. I am learning to. I don’t truly see it as ‘work’, reason being both the businesses and my music have become a part of my lifestyle. Where my personal life is concerned, I am lucky to have found friendships within my core team itself. Outside of this, my circle is very close knit, very supportive, always there for me and very understanding.Ex: What is the impact of social media? AB: I think anything powerful has both boons and banes. Where social media is concerned, I think one must be absolutely honest and authentic to themselves. That is how I choose to run my social media handles as well. I think it is a great platform, and if used correctly to voice our thoughts and opinions, we can bring about a collective positive change to make the world a better place.Ex: Your take on relationships. AB: Always be yourself. Don’t compromise on who you are.
Ex: What kind of boys would you like to go out with? AB: Blonde hair, blue eyes…haha! On a serious note, someone who I connect with on a spiritual level is important to me.
Ex: Quote that gets you motivated. AB: ‘Fall down for 7, Stand Up 8’ and ‘Try your best and leave the rest to God.’
Ex: Any closing thoughts or positive vibes for our readers? AB: Wake up in the morning and seize each day. Believe in yourself no matter what anyone says because they don’t know the entirety of your life and story – let’s not judge. If you have the right values, work hard, be self-reliant and self-aware, you can do and achieve anything you set out to do no matter what the circumstance.
ANANYA BIRLA – UP AND CLOSE
1) What’s your favorite: • Gadget?
Boring answer but it has to be my iPod • Outfit?
Torn Boyfriend jeans, White shirt and Havaianas. I need to be comfortable when not at events or the red carpet. • Vacation?
Rishikesh and Florence • Cuisine?
Lebanese • Music?
Rap and mainstream pop. Acoustic renditions always touch my soul. 2) Music idols:
Eminem and Kurt Cobain 3) You would tag him on a #ManCrushMonday:
Zac Efron. Honestly though, I think I have a new man crush everyday. 4) Your guilty pleasure:
I chew way too much gum to the point that my jaws start hurting. 5) Food item you hate the most:
Cucumbers 6) One gadget you have your eyes on:
A drone 7) New Year resolution for 2017:
To be less critical of myself. 8) One thing on your Bucket list:
I want to climb Mount Kilimanjaro for Mpower.
