 Now he was a part of the core team that had launched Reliance India Mobile and he's currently head brand and communications of ICICI Bank. He will be sharing his thoughts with us on crafting content for business outcomes. Ladies and gentlemen, let's welcome on stage Mr. Sujit Ganguly. Good afternoon everybody. You know I was judging when I was preparing for my presentation because I was told by the organizers my slot is at 2 o'clock and that's like in the graveyard slot immediately after lunch. It's normally very difficult to keep people awake so I'm thankful that there has been a slot before me and after lunch and thanks for that. And by the way there's a brilliant presentation in the previous one, very insightful. I'm going to talk about crafting content for business outcomes so I want to show you two or three case studies of what we feel are good use of content within the bank to get good business outcomes. So a lot of videos and case studies coming up. I want to start off with this quote from Will Bunback. Will Bunback in case people don't know is one of the fathers of modern advertising. One of the three people who set up DDV about six decades back. When I read this quote my feeling is that what he tried to say is that it's our job as marketers to bring alive all the cold hard facts of our business and make it alive and interesting for our consumers. If this quote was relevant in the 50s when he made it I think it's 10 times more relevant now because of the context of the content that we operate in. As marketers when we are pushing out a content to people what we have to realize is that the other content that our consumers are seeing are on such rich platforms. In fact as one of my colleagues was joking he said that don't be surprised while you're presenting maybe half the audience is already on these platforms and not listening to your presentation. So I said I hope that is not the case. I hope they're listening to me. And as the previous presenter also said a lot of the content is video. We are seeing as serials, movies, sports, everything now, whatever we want it's on demand and we can choose what we want to see. And not only is it video on our social media platforms that we like the content is customized. I get to see what I like. It could be food, it could be travel, it could be sports, it could be about social donations, it could be anything. So this is the context in which we advertisers, we marketers will have to craft our content so that it can stand out and bring results for us. So what did we do? Sorry, before that I mean just a few things of what I feel is important which is communicate your core message in a short attention span. This is something I forgot to mention in the last slide. I believe that on digital and social platforms if you're not able to catch the consumers attention in less than two or three seconds we've lost the consumer. It takes less than a second to actually flick the feed and go to the next content on your phone. That's one. And second of course the dream for me is to produce content that can be shared. I have an example towards the end of my presentation of what we feel was good content which got shared also on social media. Because ultimately that's earned content. Before I get onto my first example of home loans, I just thought this is the basic principle of marketing which I don't think I need to tell anybody here. But the only reason I have this slide is to say that what we learned 20 years back, 25 years back in our B school, I don't think the basic principles have changed. Maybe the techniques have changed, the formats have changed. Maybe the tricks of the trade have changed. But the basic science of going for the audience, getting the insight and reaching out to the right audience. I don't think that science has changed or will change in the near future. What did we do at ICAC Bank? As I said, we've got three examples. The first is home loans. I'm sorry, yeah. So home loans just a bit of a context. It's the largest, one of the largest businesses for us. It's one of the largest businesses in BFSI space. And also perhaps the largest investment decision that any one of us will make in our lifetimes. It's the largest, single largest investment decision for every family. One insight that we had from our research, I think I've spoken a bit too soon that insight is coming in the next slide. So let me go to the next slide itself. One of the insights we had from our research was that one common problem in urban India because of high home rates, home costs of a flat because of high costs. Most people are ending up compromising on the type of flat that they're able to buy. If you want a four BHK, you end up buying a three. If you wanted three BHK, you end up buying a two. So people are not able to buy the home that they dream. So we thought, is there something that we can do to help such people? The proposition we had was for salary earners, 20% extra home loans, 20% extra than standard eligibility of ICC Bank or any other bank in the market. We were doing this by discounting the future income of the next five years. So we said, if you're a salary learner, we know how much your income will be after five years. The basis that I can give you a up to 20% extra loan right now. And we produced some ads. The creative insight we used was lack of space at home can lead to certain inconveniences. We deliberately used humor to break through the clutter. Remember what I talked about Bill a few minutes back? It's very important to be able to generate content that's engaging. So and home loan is, it's an important category, but definitely not the most interesting of categories. So we said, let's use humor to be able to break through the clutter. So I have a TV example, but very soon after this, I'll move on to an activation that we did online. Can we play the video please? So how did the videos perform? One of course we got the views that we wanted but what was more satisfying for me was that when we looked at the YouTube data and we know on YouTube people can skip the film after 10-15 seconds the completion rate of this was in the top design of all BFSI ads which to me was a proof that yes even when people can switch off the ad people are not switching it off and watching the ad till the end which means the message is getting delivered. We did some print also I think it's plain vanilla print I don't need to spend time on it. Now sorry we also used for the first time in BFSI pre-rolls linked to search. I'll just show the example and then I'll explain to you what I mean by it. Can we have the the short video please? So if you see the last screen here we were actually trying to drive search in this to the 12-second pre-roll. We believe with the first to do it it has become a YouTube case study it's subsequently being done by a lot of other players and it brought us huge results which I'll show in just a minute from now. This is an activation that we did purely on digital. The activation of course happened in the malls but it was purely leveraged on digital and I'll show you the activation and the results that we got out of it. It's for the same product. Yeah please. 10 out of 20 most overcrowded cities in the world are in India. Indians adjust and they adjust everywhere every day. Introducing the bench. Part by ICICI Bank step up home loans. 20% high eligibility on your home loans. This bench video alone got 11 million views and what I'm proud about the fact is that a lot of this happened because of shareability. We didn't put too much of money's behind on social media to get this. 37 million people reach total impressions and about 3000 people experience the bench in the malls in the parks. To me in my experience in banking and banking marketing and financial services marketing this is one of the better ones that at least we have done. I'm not commenting on the others but this is one of the better ones we have done where because of virality we were able to get reach and being able to get a message across. My topic says crafting content for business outcomes so I don't think it'll be complete if I don't show the outcome. We got 6x increase in brand queries in the short period. Please understand that we've always been one of the largest home loan players so there is no dearth of people searching for us despite that our numbers shot up 6x in a short span. Call center enquiries went up 14x and in the very next quarter that we did it market share moved up by 200 basis points. In a 15 player category all of whom are computing very hard moving up 200 basis points in a quarter we felt proud of it. I think in the interest of time I'll not summarize it because as I'm seeing the clock is only 11 minutes to go but it's basically we feel it's a good insight and a clutter-breaking creative that give us the content, give us the outcomes that we wanted. Second one is Ferrari credit cards. This is a card the co-branded card that we launched with Ferrari sometime last year. I believe it's the first of its kind in Asia definitely the first in India. So here the the key part of the key feature of this card the two key features first is Ferrari car lovers could go online and buy the online merchandise at discounted rates from the Ferrari site and the second the bigger one was the top spenders would be able to go to Ferrari experience the museum experience the racetrack and have an experience of the lifetime. So it might not appeal to everybody but for the hardcore Ferrari fans who are a decent size in India this was we felt a powerful proposition. So we did the usual stuff what all of us in digital marketing do search ads display gif ads I mean all the regular stuff that our agencies and platforms recommend to us we don't all of that you are all on the display platforms. Now the main thing that I want to highlight is this which is we wrote a nickel chin up and we made a video journal of several episodes showcasing the experiences of the people who had the first batch to go to the Ferrari museum in Italy and this again became viral for us on various social media platforms purely through content and we have this short video please. Hey guys so today we're in the Enzo Ferrari Museum. Now the museum itself has two buildings the older building is where Ferrari was born and his father had his workshop the newer building is a massive showcase for everything Ferrari take a look. So this is the F1 Ferrari simulator which everybody has been trying out I'm going to give it a shot. That was absolutely wild but trust me that's one way not to drive a Ferrari. This is just a short clip that I showed we are actually this is a multi-episode journal but I'm just showing one for the sake of time. We also had a regular Carusel ads and I'm sure all of us do to get the numbers in. The results of this was 9.8 million views of only this this is the only video that we produce we didn't have any other normal ad for this so this experience video gave us about 10 million views 800,000 clicks on the page for the Ferrari card and I this also was an example of generating views and reach a lot through sharing of course I would be wrong to say that we didn't spend money we did spend money but a lot of it came through through sharing and the last example that I have of so this is strictly not business in the sense of business this is a CSR campaign but how did we use clever advertising and marketing techniques to be able to do some good to society so this is called a gift or livelihood campaign the background to it is that ICSTI group we do our CSR activities through ICS foundation one of the and we run one of the largest skill training programs in the country we run it completely free these are three month programs and blue collar skills and white collar skills we run it in about 24 centers across the country about 300,000 people have been skilled with 100% employment guarantee not a guarantee 100% employment placement record as of now so what we said is that we need candidates also right we need candidates deserving candidates for these academies across the country so the boost enrollments in this training center we launched this campaign asking people to nominate deserving candidates for to the academies and we call this campaign gift or livelihood now what was the insight why did we believe this campaign would be a success the insight is that if I take the example of the recent Kerala floods a lot of us fell bad for the people there in Kerala right and a lot of us wanted to help but none of us would be a very few of us would be willing to leave our jobs and the family and houses in Bombay and land up in Kerala and help right it's not possible it's not physically possible so we are looking for conduits and NGOs or tools facilities where we can actually contribute sitting here it's not always possible for everybody to go and volunteer but if the right conduit is there we can and I'm sure a lot of us have done it for Kerala the inside here was the same that people want to help others but they don't know how to they don't have the wherewithal to do it so if you give them a simple tool then they might be able to help other needy people that was the inside that we were working on so this is the last video that I'm going to show it's about two minutes please bear with me I hope all of you like it and we have the video please okay Sir, here you go. Excuse me, sir. What happened? Please, sir. Can I borrow this book, sir? Sir, please, sir. You seem to be a good reader. Then why are you doing this job? This job is for you, sir. I have a degree in BA or MA, sir. I'm studying from here, sir. Nice. You seem to be a great army, man. Do one thing. Come in. Let's talk about your degree. Yes, friend. Tell me about your MA and BA degree. Sir, my father didn't study. It was his degree. Okay. But he wanted to teach us. When I was 14 years old, he died. Oh. My younger brother was 8 years old. His mother was housewife. So, I had to do this job for Radhi to run the house. I quit school. But I didn't quit studying, sir. After that, I caught Radhi. I started studying Radhi. I started learning from Radhi. It was a dream, sir. I wanted to know a little more. I wanted to learn a little more. You know what he says, sir? Never stop dreaming. That's amazing. And I'm more interested in electrical things, sir. So, if you give me this book to study, I will be thankful, sir. What a man! It was fun, really. You can keep this book. But I want it back in two days. Two days is enough, sir. To finish it. Sure. Sure, sir. Let's go, Radhi. Thank you, sir. Some dreams are worthy of being fulfilled. When you see a dream that you want to fulfill, then go to giftlivelihood.com. That dream refers to us. In our expense, ICICI Academy for Skills, we have the responsibility of training an electrical repair or office administration by giving it a skill-based training. It's our responsibility to prepare it for a better life. How is it? Thank you, sir. What is this? Oh, the letter is here. It's here, sir. Dear Manoj Kumar. Very nice. Yes, sir. You gave me a new life, sir. Thank you, sir. Congratulations, sir. Thank you. All the best. If you notice at the beginning of the video, this guy when he calls the other guy, he says, hey, Radhi, come here. It's very common. I don't know if you noticed it or not, but it's pretty common behavior among stars. Right? I mean, people who do such jobs, we don't even consider them people of our level. We call them Radhi, Kacharawala, Ida Rana. That's the way we address. But actually, they also have aspirations and they can also do well. If I had more time, I could have spoken more about a lot of such real-life examples that we have, examples of transformation. So on social media, we showcase some of them also, people who have come from, like this guy, he was a waiter in a small, very small restaurant in our tier three town in India. Today, he's an AC technician running his own shop in Pune. This girl, part of a large family in Manipur, she used to break stones, physically use a hammer to break stones to earn a living. Today, she's working in a call center and from there, she's become an office executive. A daily wage earner to a sales executive and one of the large white-good outlets in Bangalore. So that's been the transformation that we have seen. And so while we've did a subsequent campaign on our CSR activities a few months back where we put in a good amount of budgets, but this was an activity which was, we were just testing waters. We did not consciously, we did not put in too much of money and we wanted to see how does it, how is it to see. Happy to see that we got 3.5 million views, 26,000 shares. As I was saying in the beginning, if the content is good, people share and that's what gets the virality and the reach. And in the first two months, we got 22,000 plus referrals, valid referrals. We got many more, but referrals of people who are valid and who can be accepted in our institutes are 22,000. So in conclusion, I think it's very simple, get the audience, get the insight right. As I said, core marketing principles don't change. Whatever be the medium, get the insight right. Keep that creative interesting because the consumer is not sitting to watch our ad. He or she has tons of other options. So if the creative is not interesting, we will be missed. We will not be seen. Have prominent call for actions wherever required. Only keep experimenting, keep doing new things. Only then will you get success. Thank you. Yes. So we're running. I think I've exceeded my time, so maybe I can handle the questions later in the interest of time. It's actually a good thing to exceed so that one doesn't have to answer this. Quite a point. So please stay with me. I'd like to invite Lara Balsara, Executive Director, Madison World. Please join me on stage to hand over the memento to Mr. Gangoli. So please take center stage. Let's have a round of applause, ladies and gentlemen. Those are fantastic presentations. Thank you very much, sir.