 Spectrum of voices now to be heard, and I invite each one of them, one after the other, on stage. Maybe first have the organizers make it already and set the stage as we speak about the purpose and speaking the purpose language. A good purpose, we all know, must be communicated aptly to the right target audience. We've had already speakers shed light on how they do it in their companies, and we are now going to have a host of voices from across the spectrum on how this target audience is achieved and what are the effective tools? It could be content marketing or advertising and what is the right mix to be doing all this. The moderator of this discussion, I now invite on stage, Mr. Mohit Joshi, MD, Havers Media Group India, Mr. Amit Gupta leading the panel of speakers, the panelist, CEO, Asian Net News Media and Entertainment Limited, Mr. MC Karyappa, President, Sales and Marketing, Jockey India, Ms. Meera Ayer, Marketing Head, Big Basket, Mr. Narayan Raja, Director and Senior Vice President, Sales and Marketing, Toyota, Kid Laskar, maybe have you on stage, Mr. Raja. Also, Ms. Suparna Mitra, CMO, Watches and Accessories, Titan, and Mr. Vinit Sehgal, CMO, Quaker. Ladies and gentlemen, let's put our hands together to have an energetic session and conversation on the purpose language. It's over to the moderator. Hello. Hello, am I audible? Thank you very much, good afternoon. Actually, Mr. Karyappa is not there as a part of this panel because he had to rush and he's sent his apologies to all of us, but unfortunately the panel got late and which is the reason why we couldn't be there. So welcome on this great session in the afternoon today after power-packed presentations and discussions that we've just had. And I'm sitting in this August company right now. I'm not a brand marketer, I'm a media specialist and all these people over here are leading big brands and they have built them over a period of time. However, let me start by giving you a very, very bad news and this bad news is that tomorrow 74% of the brands could disappear and consumers would not care, you know? And this is not just some mojo speak as I would be just talking and rattling out something, but this is basis. Yeah, of course, of course, why didn't we call her? Lavee Chopra, MD... I'm really sorry, Pallavi. Apologies on that. May we have Pallavi Chopra also. Sorry, Pallavi. Thank you so much. I forgot and they should have... So one more brand marketer has joined the session. So as I was telling you that this is not out of just something that I've cooked up right now. We at Havas do a meaningful brand study year on year for the last 10 years and it's done across the globe. And specifically in India, the numbers are that about 60% of the brands could disappear, 74% is at a global level. In India, it's 60%. And the whole concept is that unless a brand is making a meaningful connect or a meaningful change in the life of the consumer, that brand can easily be destroyed tomorrow by the consumer. So when we talk about purposefulness today, I think somewhere purposefulness is very much related to meaningfulness. And that's what I will start with now without much ado. I will, first question that I want to pose to the panelists over here is how do you define purpose? Or for that matter, a meaningfulness in a brand building or a marketing exercise. So Pallavi, could I start this with you? So I think, thank you Mohit. I think when I met him outside, I said, it's a very, very interesting topic. And I think for a service brand such as ours, Red Bus, so I'm not the MD, I head marketing for Red Bus. So for a service brand such as ours, purposeful marketing becomes very, very important. What, see unless a service is purchased or bought, it does not even exist. You know, a service can only be experienced after purchasing it, unlike a product, which can be evaluated before purchasing. So for us, purposefulness gets extremely important. So Red Bus came into existence to kill unpredictability out of bus travel. And you know, unpredictability has many facets to it. It could be, you know, will I get home on time? Will I get the seat I want? Will my bus come on time? All of these things, all these questions. So what, from a marketing perspective, what this means is that at every single touch point, I try to bring down the anxiety associated with bus travel. When it comes to product marketing features, I ensure that these are designed keeping in mind some of these things. Everything I do or communicate should be around some of these things. A simple example being, you know, we have something called, so one anxiety point is, I don't know when my bus is going to arrive when I'm at a boarding point. So what we have is something called track my bus. So it tells me exactly how far my bus is from my boarding point. So for me, purpose-driven marketing is all of these things, yeah? Amit, sorry, yeah. I think, so we clearly belong to the 26%, so I just wanted to let you know that. So Republic will be missed, Asian-Ed News will be missed. So as a media organization, I think we clearly are in the spotlight for every reason. And there is a lot which is kind of riding on us. For us, it is the why. And the way we look at our brand is that, you know, we inform to empower. So for us, every news we do, it has to be data-backed, there has to be analysis. We have to let the audience know the right thing at the right time so that they can take appropriate decisions. Whether it is formation of governments, whether it is toppling a minister, people who watch Asian-Ed News would relate to that news of ours. We go vehemently after topics. And we constantly worry about the why. For us, what is important is that, why are we doing this? There is an absolute plethora of brands who are doing news today, whether it is broadcasting or it is digital. The only way we keep ourselves kind of separated out from the crowd in the brands where we are leading and are kind of on the pedestal, is by way of ensuring that we are not getting crippled by forces or by powers, where we do not have the right influence or understanding of what we are speaking and presenting. And that's why for us, brand promise, which is being spoken very aptly and nicely by Hemant in the opening session, and also iterated by Srini of Drupem. So we ensure that all the, I like to kind of take a leaf from what was said by Srini, that we have to constantly focus on all the vectors of creating that brand. Whether it is presenting a story, whether it is showing the clips, whether it is showing that, you know, India is having its lowest GDP growth or showing that what is the cagger growth for India and what other researches are kind of telling Indian economy to look like. And hence, our brand promise of straight, bold, relentless has to be constantly at the epicenter of whatever we do, which also kind of reads as nera depta nirantara. Great. Vinit, what are your thoughts on this? I was just going to add one point to what both my panelists said. I think, so two points, actually. One, you know, to me, purposeful, so there is a difference between a business which starts with a purpose. So let's take the example of, say, Amul or let's take the example of Fab India or some of these businesses. They did not start with the primary purpose was a larger goal, right? Which is to help the farmers or the craftsmen of the community, right? For example, Hemant talked about each of our, right? These businesses then they become powerful brands over a course of time. Even at Tata Nanom, for example, is a great example of a larger purpose which the business started off with to create a very affordable four wheeler, means of commuting for Indian masses. Now, of course, eventually, how well does the brand do in the market is a function of a lot of other things in the market. And then there's a second category of brands in which, for example, we fall, which is we start with a business and over a course of time, and we're a young brand, we're only about 80 years old, we figure out what our purpose is. I'll be honest, you know, we are a startup. Did we know everything at the beginning? No. We entered this classified space. That seemed like a great opportunity. And as we've gone along, we've found a purpose to say, hey, the larger purpose is to organize the large unorganized market to make the buyers and sellers meet and again. Now, it could happen in one particular category or it could happen in many categories. So therefore, we've started off from consumer goods or mobile categories, get into real estate, get into auto, got into bikes, get into education, get into services, hyper-local services. So you start centering your business decision around the purpose of what the brand stands for. And then you start expanding. So I think while everybody obviously talked about, to me, it depends upon where you start off from and then the brand starts taking shape in terms of which direction you take the brand forward. Great, in fact, the meaningful brands itself are built on three elements. One is the functional benefits, the personal benefits and the collective benefits. Exactly what you talked about, the larger purpose. And you spoke about Amul. Let me tell you that in the study that we do, Amul is the number one brand when it comes to meaningfulness. So it corroborates with what you're saying. Now I'll request Meera to give your inputs on this question. So should brands have a purpose? Yes, they should. And like we just said, not all are born that way. Some acquire speed and then once they grow to a scale, they start defining purpose. But one study that really stands out in my head is in 2015, Nielsen did a study where it found that 66% of the people they interviewed were happy to actually pay more for a brand provided. It came from a background of sustainable practices that went towards making the environment better, that went towards making society better. That means that the PI actually shot up once you actually said that. And that is something that as marketer, I can't ignore. And it's also something that delves deep personally, saying that brands need to have a purpose. Otherwise they are just doing a functional need. Surf Excel could just be washing clothes and removing stains. But no, it says that is good. It really encourages the whole form of children going out and playing. My own, that that's a past brand. But right now at BigBasket, two purposes, right? One, from a consumer point of view, saying that can I free up the consumer's time? And two, at the back end, can I really empower the farmers and make it big in terms of really giving them direct access to consumers? And these are two things that you work on and when you work on it, there are two things that I think immediately become important, Mohit. One is that you internalize it and the whole company lives by it. It is not enough for just somebody to say that this is my purpose and then internally in the organization nothing happens. I can say that I want to basically free up people's time, but if I create a product and a site that is so horribly slow or so difficult to use, that's not really meeting the purpose. So therefore you come up with ways and means to reduce time, if that is your mission. Secondly, the other thing is to really put it in different, different places wherever you can. And it has to be driven top down and it has to be something that everybody in the organization as well as in your other sphere, wherever you're influencing, all your touch points are really buying that and live by that. Great. Mr. Raja, you run a very meaningful brand yourself and we track that category because Hyundai is our client and we see how you have increased or grown in meaningfulness over a period of time. So I just wanted to know how have you been able to communicate the purpose or for that matter this meaningfulness to the audience? So one thing is starting with a purpose which all of us feel that is necessary because without that a brand does not exist. But once you've started with a purpose and you've tried to build a brand, it's very, very important for you to communicate to the people who you want to address with the right content so that they understand that it is meaningful for them. So your thoughts on that, sir? Thanks Mohit. My primary purpose is to explain here I'm from Toyota not Hyundai. Sorry about that. But let me talk to you like when we talk about purpose, see Toyota being a Japanese company, for India, we look at what we need to do in India. And when we derive what we need to communicate. We're looking at... Sorry, sorry, I said we handle Hyundai. I know you from Toyota. I said we handle your category because we handle Hyundai. Thank you very much. Which is why your brand is tracked very closely by us because you're a key competitor. Thank you very much. Sorry, coming back to what I was looking at was if I look at India, the three challenges related to the mobility world. One is the fuel bill which the government pays. Second comes in way of safety which is where India is a poor record. We have the highest death rates in the world with so many cars less compared to all developed markets. Third is the environment factor. So looking at this, we look at our purpose and then we communicate. Start the communications. Clearly like if you look at different ways in communications, how do we avoid the fuel bills? Looking at future technology where we talk our hybrids, electric vehicles, our technology supremacy which gets associated which benefits the country. Second, if I could look at safety, probably we would have been, even though we don't play in a major market, but we are the ones who have standardized, say first, an airbags as standard as a message across all our variants. Like when we introduced, when we talked to customers, the customer preferred a stereo to an airbag. That was the status about three, four years back. They said, what is there in India that we don't drive at speed, we don't need airbags but we need the stereo. But once the experience got perfect, then they're clear understand the safety needs. The third angle comes in by way of environment which is the burning topic now. You can see Delhi for example. So we are trying very close to be by which our products which are much, much less on CO2 or other emissions coming in in big way and supporting. So overall the gambit we look at, what we look at is clearly looking at the purposeful communication and how do we maintain and develop and take leads from our experiences in giving the country a purposeful lead. Thank you very much. Thank you. Suparna, you also manage a very, very meaningful purposeful brand. And what are your thoughts on how to communicate those attributes which drive purposefulness or meaningfulness of your brand to the consumer? So your thoughts on that please. So I'll start the conversation from the other way around. How not to communicate? You know, I think purpose has also become a little bit of a buzzword and in the last maybe few months, a year or two, we've seen advertising communication which picks up a flavor of the month purpose. A very, very favorite among many brands is progress of women, could be about children. So it seems to me fairly fake. You're just picking up something which is very current. You're making a nice commercial, heartwarming commercial about whatever is the current cause and it has nothing to do with actually how you operate. So I'm actually saying how not to do is according to me that and consumers, they enjoy the commercial and then they forget about it because they don't see how it relates to the actual brand that they use and consume. So I think the, and it's not easy to find the purpose because purpose is sitting on right on top of the Maslow hierarchy of needs. So before brands when things with commodities, you're just talking about at the very basic, the physical product or the service does what it does and then you go into higher and higher orders of differentiation and benefits and emotional benefits and self expressive benefits. And then there is a reason why purpose has now become a buzzword because there are so many brands which are offering very much the same thing and there is so little beyond that to differentiate. So therefore the uncovering of the purpose of your brand is a very difficult exercise because no matter what you're selling, whether it's a car or a watch or a service or whatever it is, finally you're there as a corporate to make money. And then on top of that, beyond making money, you need to find a genuine purpose that your brand serves to the consumer. So it's not easy and one should be very genuine in finding that and then linking it to everything that you do instead of just that one ad. Very true, I think this leads us to the next question on the next area that we wanted to discuss. When we talk about communication, at times we only talk about the advertising that we do which is not the case in the current scheme of things because we live in a completely organic world where communication is being created by our consumers as well. And in this situation, you talked about content being created, again, another bad news is that about 80% of the content that is currently being created by the brands is irrelevant for the consumers. And this is again coming out from the meaningful brand study where they say that we don't associate with that content just because as you rightly said, they want to associate with the cause, they'll associate with the cause without any connect with the brand and that's the biggest mistake that many brands are doing just to become, trying to become more meaningful which actually they don't. So the next question that I'm gonna ask you is that what is the role of content? So when I say content, content could also be your TVC, could also be your print ad but it is far more than that. It's any piece of communication that's going out from you as a company to the consumer at large. So what do you feel is the relevance of that content in creating a purposeful brand or for that matter in creating a meaningful brand? So Amit, I'll start with you because you come from a content domain and you'll be able to tell us much more. For a media vehicle, our communication is content and content is communication. So we will not go around kind of making advertisements for touchy-feely products because it's an intangible product. So what we have to serve in Asian at news, in Suvarna news, in Kanana Prabha, it's consumed on a daily basis. So that is our content. Now what type of news we are covering? Are we comprehensive on politics, infrastructure, scams, economy, business, sports? A newspaper has a given lay and every newspaper kind of looks similar but every newspaper will give a tonality. So in our case, content has to resonate and has to constantly be living to what our promise is. Similarly in our entertainment brand, which is Indigo 919, we are synonymous with as Fun Young Bangalore and we are kind of scaling to get to Fun Young India through an extension via digital platform. Now it's a big, big matter of kind of debate for us and internally we are kind of figuring that out how exactly we'll be extending that brand to become a Fun Young Indian brand if now we have been graciously been accepted as Fun Young Bangalore brand. So I would say that content, according to me, has to be very, very, I think I like the point which my co-panelist mentioned for Titan, that we will have to be kind of getting clear from the clutter and saying too many tall things and saying many things which we do not mean or which we do not kind of reflect in our character, in our DNA, I think that kind of, according to me, it kind of spirals back to you. So that's how we look at content whenever we are evaluating any product, any expansion. Also in digital, sorry I would like to mention, as a legacy organization where we are doing a TV station from 20 years in Kerala, 10 years in Karnataka and a 50 year old newspaper, last year and my colleague who's present here who's steering digital anoop, when he kind of went on to the drawing board and he said that you know how exactly we have to put our digital content out there, it will not necessarily wear the same so-called content character which my TV channels are wearing because my digital content will have to be far, you know, far more young, it will not be long form, it will be snacky, it will be kind of, you know, short videos and we are kind of successfully making decent progress with 200 million page views in a matter of 16 months in four South Indian languages including English, so I mean, we kind of decided that do we have to be only going after politics, like we have gone in Asian at news and not keeping an angle of infotainment when we are going digital and we did come up with an answer that we have to keep infotainment and we have to be video led if we have to keep relevance for us in the millennial crowd. Meera, what are your thoughts on this? What kind of content do you as a brand try to generate because some part of it is not in your control which is the content that you are getting out of others but at least what you are creating, what are those elements that you keep in mind or what according to you is a meaningful content for your brand? See, there are different stages in a brand's life cycle, right, we are a very young brand, we are oldest in Bangor and Bangor we are five years and we are youngest in let's say Surat where we are just one year old. So as a brand's journey grows they will focus on different things. Right now, big basket focuses on more functional, right? We want more people to know us and more people to shop from us so therefore the whole focus on purpose is far lower as compared to what it would be, let's say 10 years from now where you would have a much larger market and you would be trying to basically tell customers more about you because frankly given a choice today as a marketer between these two things that I have to do in terms of getting new customers and retaining my customers with messages I am not able to do justice to both equally so we do try to do wherever possible one of the things that we are extremely proud about is the fact that one, we are very environmentally responsible, we deliver and reusable crates and that is the single largest item of Kpex for us in our PNL but still we chose to go ahead and invest saying that this is the right thing to do, right? We don't want to spread around plastic bags and generate more waste or we try to basically, the whole pharma connect piece today 5,000 farmers registered with us across 25 collection centers in the country and we source fresh, they get about 10 to 15% extra income because of selling directly to us all these things I would love to say but between saying that and saying, saying Mr. Khan basically coming on TV and saying we try to take a big basket or that fantastic prices I will still choose to go with this in this particular brand stage but let's go back to some other brands that I've handled in the past let's say we're talking about, I talked about Surf Excel but similarly Life Boy, right? Life Boy has gotten onto the whole mission of ensuring that India is safe, hygienic, healthy and we prevent child mortality, we prevent a lot of these things but these are things that brands get to at a later stage, can't start from day one because then business will never grow but I would recommend two, three specific channels and media where this can be really done one, if you already have a base of customers like how you do in e-commerce and you're able to reach them reach them through these messages and let them know because they are your customers already and they will like you more for having done these things whereas for new customer acquisition you focus on more functional messages second, you use PR, wherever possible that's one thing that I keep telling Hari Venanar CEO saying listen, if you're going for an interview you better cover this, right? Because otherwise I'm not going to get coverage for this and third of course is whenever you are able to get this kind of earned media where somebody says something and you basically blow it up digitally you're able to do it at much lower cost but frankly production costs are low but distribution costs are equally high and I feel that it's a misnomer that digital is cheaper compared to let's say other traditional media so it really content different companies at different life stages will have to use it differently and figure out how to basically purpose their whole purpose to their set of customers and make them feel good about being associated with a particular brand I completely agree with you in fact the various domains in which content can be used it could be to educate, to entertain, to advise and depending on where you are in the growth phase and what is your key task it will be changing but one very important factor which did not come up and I want to just prod all of you is that when we talk about content today don't you think content has to be very transparent because you know we are talking we are living in an absolutely I would say open environment and consumers know what we are saying it's not that if there's a problem with the product there's a problem with the product and whatever content comes after that has to be transparent so Mr. Raja I would want to have your perspective as well as well as everybody else's on what have your experiences been and you think that it has a huge role to play in the way meaningfulness or for that matter purposefulness gets delivered to the consumers Thanks mother ideally hit the nail by saying transparent because in our approach we try to be have the transparency angle with the products see being a car where it's lot technical you understand it better also now coming on to this features now I talked about safety so let me take the example of safety and tell you if I tell you my car has A, B, S, E, B, D, I can global blah blah for 16 items but how does the customer understand the content development comes clearly how do I show it we are learning in this process because we have been more traditionally marketing with newspaper ads talking about power pick up all that now slowly we are changing in this content for example on the safety point an ad that was released the response not good then we looked at how do we use the media the digital and the videos are coming strong and we have started using what we call as experiential drive course where you set up the course and get the customers to experience physically show them a car without an A, B, S how it functions a car with A, B, S how does it do what happens when an airbags open so visualization improves and brings in a lot of transparency that we see the customers appreciating because products hardly any big difference on technical features it is the way you develop the content and communicate with them which really makes the big difference so that's what I think Superna, I can have your point of view as well I mean so as I said earlier to me content is not just about communication and I mean we are a product brand company and there are times when the content as it were the message or the purpose can be incorporated in the product itself or in the packaging so very topical right now as we all know 26th November is 2008 was when the attacks happened in the Taj and in the year after that we had made a watch which had taken inspiration the design had taken inspiration from two of the monuments which had been under attack one was the clock face of CST and the other watch had the Taj dome at that time we had sold it only in Bombay and it was a very under the radar there was no quote unquote marketing it was just made and sold to the citizens of Bombay and the proceeds went to the trust the Tata trust that was set up for helping the families of the victims of the 26th 11 attack about 10 days back Bhaskar Bhardar MD said you know we are actually falling into the 10th year so this year was the 9th anniversary next year will be the 10th anniversary and we have those watches those watches look beautiful they are just brilliant so should we do another round and we said you know Bhaskar we'd love to but we don't have those watches anymore you know they we had sold them he said do one thing you put it as a pre-order and we started it on the 26th and see you know and as I said you're not very comfortable doing a very big you know who are type of marketing just see if it generates enquiries take orders and you supply them and he did and from 26th November and I have data I think till 30th which was yesterday we've sold an astounding number on pre-order only on titan.com I mean in hundreds and like I said it's all done very quietly everybody understands that it is a solemn you know kind of watch it's a beautiful watch that you can wear anyway but the proceeds go to a cause and and now we are actually in the process of making it and of course we will take it forward till the 10th anniversary and this is I think a good example of creating content and it's the kind of the reason actually why you don't need to do a lot of quote-unquote advertising is it goes viral you know if somebody says you know I like this idea and you know I've ordered for it and it's it could be on social media stroke digital it could be in real life that you know I meet somebody and say you know what I did this and you go check it out if it is really meaningful it doesn't need so much marketing is the other way of doing it so you know I kind of go back to my earlier hypothesis that if your purpose is clear it'll be clear to others you don't have to make you know advertising behind your purpose that's a very valid point you know in fact that's what we say when when earned content gets created and that's what good people are saying hopefully good about your brand that's free of cost that's not costing you at all and what you're putting behind is is the paid content where you're talking and you're saying that this is what my brand brings to the table so it's kind of completely you know the two ends of a spectrum probably your brand you know I'm sure there must be issues and problems when consumers go on to social media and say this didn't happen that didn't happen I'm very upset how do you transparently deal with these kind of issues through your communication with them because you know that's a very important part of of your so that's a reality actually in the service industry but you know before that there's a point I want to make is that see purpose does not have to be higher order it doesn't have to be philanthropic if it's solving a very basic fundamental need of a consumer that purpose is equally strong okay and that's that's that's genuine purpose so one I mean you you brought up this thing about you know what consumers have to say and you know the feedback that comes to us so we have a very positive way to channelize this we have a product differentiator called ratings and reviews where you know content becomes extremely important in deciding on which bus you know other users are going to because the higher the ratings and the better the reviews the better the better something called the bus score a bus score that we have is a is a very you know elaborate algorithm which actually influences the listing of a bus on our platform the higher the listing the higher the chances of that bus getting the seats on that bus getting booked and in a way it economically incentivizes the bus operators to provide better services and it all feeds in from consumer feedback and content apart from few other things like bus punctuality and you know things like that so we have found a a very good way to use content to improve the overall services in the ecosystem so that's there are no time there is no time left but I'll request for five more minutes I have a very very big panel and I want to do justice so five minutes should not be an issue yes okay we need your point on on you know on transparency and content that you create at quicker so I kind of agree with what Supanna said you know everything doesn't have to be marketing content and advertising and you know blogs or social posts so look at our business frankly and like what she said see ours actually is a business of user generated content people come and post stuff right and in fact one of the biggest challenges we have is to be able to moderate the content because all kind of stuff goes there now how do you make sure that the person who posts and the person who receives that post or reads that post how do you make sure that what the person is written is correct and the person who is reading that thing and responding to that gets the accurate information now there is a lot of stuff that goes behind it which is first of all making sure that the content is as much accurate as possible there is enough fields that is populated secondly to the person who is reading the content we make sure that the communication is instant for example simple things like notifications simple things like you know page load speed page speed load the recommended ads or recommended other things around it now this is all product actually I'm talking about it's all user experience the guy who is posting an ad for example how do I make sure he minimizes the amount of content he needs to put in right is there are there some recommendation it's almost like what you see on LinkedIn today now when you go to LinkedIn they will try and coax you in to say if you were to write your profile in a certain manner you're going to get more response similarly we kind of coax them to say listen if you were to try this if you were to add photographs if you were to add certain keywords now that's all user generated content now what it does is it makes the person who is putting the ad happy it leads to higher views better response rate and therefore it's the worst cycle in terms of the whole process of better consumer feel and better consumer response level right so that's very critical for us I think the second thing is critical from a marketing perspective I think what we've we've kind of expanded into multiple categories what we make sure that most of the communication are either meaningful innovations or meaningful features that we bring to the market which helps the problem or if there is other kind of content which is more to influence consumers or more it's it's it's more a category approach so for example if you're in real estate business it's not just about pricing it's about what is the impact of RERA on the market if this is about auto segment in how to choose a good what are the stuff to look for in a used car you know so there is a lot of that content we go after because because that is though we're not in the business but fundamentally that helps the consumer to find what they're looking for I think for us that's that's the most important thing perfect now the last round it's a fire round because we have we don't have time at all just one brand that you feel other than yours which is meaningful or which is driven purpose and why so I'll start anybody can start so you know Pallavi I think it's Indigo hands down because right from replacing you know stay cases with rams to the cookie jars that they have to the language that the the crew speaks to being on time every time all of everything that they do is so purpose driven great we need one one one word one brand okay I think I would I would say you know the fab and I would still think I you know it's it's a it's not a big brand but I think again if you ask me you know there is a there is a larger purpose and they try to bring about this whole change it's making a difference right so this is a so I'm not going to say my brand Titan but I would say Tata and I think there is no brand it is the biggest brand in India and it stands for trust and it stands for the best in India and it is meaningful and purposeful or you know in many ways beyond just the products and services it shows in a meaningful brand study as well very clearly I think I would take the example of the predecessor just like ITC and particularly where we are looking at the tier 3, tier 4 and rural markets the way they have come forward there's a lot of learning for us from them thank you Meera actually go to Amul Amul Amul Amit Ishan at news no I'm not done and mothers and Sumi I don't know how many people would know about that company but maybe as a function of my age I'm going with a slightly older brand but that is a brand which has truly kind of you know given India the limbs to say that make in India made in India is possible a company which started with about a turnover of three million dollars in 1986 is today a 7.2 billion dollar company it has done three acquisitions northwards of 750 million I'm absolutely in awe of that brand and how quietly they do it and how efficiently they do it I mean they're absolutely a case study in every IV school great thank you gentlemen thank you for this enormously engaging session may all your brands come in that 27% that I spoke about and may you keep building more meaningful and purposeful brands I have a small token to give each one I think we can take your name we can yes absolutely I was thinking that top three questions you could of course hand over the memento in advance that doesn't hurt at all but if people had questions because this has been such a fabulous sort of idea sharing any questions from the audience yeah there are I was too scared so you know can you hear me hello chick yeah hi my name is Shalini I'm from Lakshya media group I have a question to the panel how is the purpose brand purpose becomes a part of the vision statement of the company is it a part of the vision statement of the company or is it who's who who who who do you want to ask or is it an open question it's an open question so I have an answer I think I am not a brand person so I leave it to the rest of them clearly from our side it's part of a vision statement what we call it as make for India and made by Indians great thank you the second question very quickly if there was one yeah so my name is Punacha I come from the real estate domain but my question with regards to meaningful brands so open to anyone we've seen a lot of very very large brands say Blackberry or Nokia they were really there we they were like indestructible brands and I think CEO of Nokia said we didn't make any mistake but we failed so or something like that so what would your take be like you could create a very meaningful brand and still after you know being a billion dollar brand you just I'll just you know from from our study I'll just give you one element of you know any brand that has to be meaningful has to uh... has to uh... you know operate on three domains the functional benefits uh... and uh... the personal benefits and the environmental benefits now what happened is that the functional benefits changed when when people suddenly from a you know uh... uh... button phone keypad phone move to uh... smart phone or a touch phone the functional benefits significantly change so the way that what benefit uh... uh... a keypad was giving in those days was no more considered a benefit and hence they failed significantly on that particular aspect so this is purely out of my understanding of meaningful brands but I leave it to the brand experts I would like to respond to that actually bang on so a brand whatever we its purpose it could be the most uh... evangelistic brand but uh... whatever it is but if it's functionality or basic product is beaten by a competitor customers want functionality first right and then they are willing to pay a premium for a brand that really engages in more sustainable practices of course given a choice between two brands where one is very clearly clearly violating uh... let's say environment and other uh... society uh... measures and the other which is now possibly slightly lower in terms of functionality but uh... doing at least okay from the rather aspect you will prefer the other brand at least as a consent is customer but functionality is what killed Nokia right they they they were they were unbreakable the phones were really unbreakable I still have them alright I am coming from the perspective that you know customers like was said in one of the presentations that they were they should always be kept in the rear view so what your customer habits are transforming how they are kind of you know expecting certain things and they only expect certain things from certain brands so for example like the example of Nokia similarly for example of Toyota everyone had all the reliance on Toyota as a machine but they wanted little bit fancier cars the Toyota started working on the interiors of the car and started giving a fancier car similarly any news media brand if they are very good and I will not say issues again they are expecting issues to now start thinking little bit more millennial you should not expect only an old person sitting in the room kind of watching a one-hour news hour so they so that kind of agility and that kind of you know on-the-go innovation I think is expected from every brand and only they themselves kind of keep them relevant great before the the regular moment was come and these are this is a business world so I can give business world books over here and because it's the same group and we had essentially done a good analysis of you know how various categories are meaningful and hence you'll be able to get a lot of answers from here at your leisure you could go through this as as I said being purposeful is what we all want I hope I can work with all of you at Havas and try to create more meaningful brands out of yours I do work with the that's a very purpose driven and I wish I could work with others with this I know I that's a very purpose driven moderator let's hear it for Joshi and I now ask you to hand over the regular mementos that could that the organizers could please hand over and to each of our speakers first to Amit Gupta CEO Asian at news media and entertainment limited to Mr. M.C. of course Mr. M.C. Karepa couldn't join us. Ms. Meera Aayur marketing head big basket may I now invite Mr. Arvind Kumar executive director at Club Bangalore and also Mr. Anbu president at Club Madras to please step up on stage and I hope we also have a Chitra Prakash from the paper creatives award trust gentlemen if you can step up and give away the mementos the moderator himself very consensuous and also of course cool with that selfie of the panel to Mr. Narayan Raja director and senior VP sales and marketing Toyota Kirloskar Suparna Mitra CMO watches and accessories Titan we also have Pallavi Chopra who heads a marketing at Red Bus and Mr. Vinit Segel CMO Quaker concise and really really purpose driven many lessons learned and thank you ladies and gentlemen among the panelists and the guys for giving us at the exchange for media conclave this session on speaking the new purpose language