 Hello and a very warm welcome to a brand new edition of our show from logo to impact I'm in conversation with Jeremy Roe managing director AXO Noble decorative pins He heads the initiatives in southeastern South Asia as well as Middle East great to have you with us on the show and for our Not there of course the brand ambassador for AXO Noble in India great to have you too You know let me start off by asking in terms of the Indian market right now Jeremy How have you seen it evolve over a period of time because obviously there have been changes the market is growing But so is the competition so at this point in time. Where is it poised? Well, I think you described it the right way It's a growing exciting market. If you look especially to the future, you know of the Indian market over the next 10 20 years It's going to be a spectacular growth market. And yeah, we're going to be in there fighting with everybody else to get our share So yeah, so there is the challenge and over there your marketing initiatives are really going to come to play So in terms of innovation and being able to engage the customer that much more Where is it exactly moving? Well innovation is something anyway that you look for the brand is always stood for so we continue to invest in that and in The last year or two we've seen a number of new products coming to market plus a number of new services like our Dulux visualizer augmented reality app So you can see things before they paint there's lots of new things that we want to bring to the market We've still got many things to go of course in the next couple of years We'll see a lot more innovation from the brand as well Yes, and then the second is bringing the brand to life Which is through many ways but Farhan is also one of those important ways We bring the brand to life for people exactly so then when you associate a face to a brand Which is all very crucial when especially in a competitive market What was the thought behind getting for Hanon bought this happened three years ago, and he's been consistently with the brand What was the thought then well, it's not just about the face Although he does have a handsome face What it's about is when you also work with someone who as a brand endorser is that you want them to be like The brand and to represent what what the brand is and I think in Farhan we saw a number of things Certainly his talent and versatility, which is also what we as a brand like to stand for we like people who have their own personal Sense of style, which he obviously does and will speak to the new young generation of users in the country as well So it was a wonderful combination of bringing those things together With my hand, you know the importance for Hanon of infusing Bollywood in all the brands As far as their positioning goes that become very crucial cricket and Bollywood nothing works as Well as these two do in the Indian context So you you of course endorse a lot of products and brands so when it comes to accent noble for one I want to understand the entire process of how you're approach what the thought process is where the pitch is made To be able to convince you to be able to put your face and name to it I think the first criteria really is would I use it? I think that's really where it starts You know what I use it would I be happy using it and would I recommend it to people even if I wasn't the brand ambassador So that's really where it starts and then beyond that I think like as Jeremy said I think you look for certain personality Similarities within what the brand stands for what the brand is trying to do and what you're trying to do So you know within your own career and with your own work And when when that fit feels when that synergy feels good then it feels like the right thing to do Because you have to apply yourself It's not something you say okay fine. I'm going to do it and then I'll just meet you on the day and nothing else matters You know, it's a process. You're evolving together. You're not developing ideas together So many things go on behind the scenes. It's just that we get to meet this once. Yeah So maybe sure, you know and interact, but there's a lot more to it And certainly we want to work with brand ambassadors who bring their own creativity into the process, right? So looking together. That's a two-way. It's a partnership, right? So what do you seek from someone like for I say particularly what we like is someone has a very personal sense of style and that they can help consumers to Understand how to bring out their own personality particularly to their interior design and exterior design But also through clothes and fashion and something else because that inspires people to do the same in their homes So this is what I'm finding interesting because generally now positioning for brand is much more than just the product positioning, right? It's more about a brand philosophy that gets transmitted, especially through brand ambassadors like for Han You see that across the board for on Where there is a larger philosophy because it's not just about standing with a with with a dinner face Yeah, it can't be but the thing is I mean I again, I mean we can only speak for ourselves You know the different people approach work differently from the way I approach it correct You know so I mean for me it is important that there needs to be something that I can connect with Within what the brand is trying to do trying to achieve for themselves How I could play a role in in making that a possibility because then it's a collective success It's not just again. It can't be about just stepping in when you ask for that one day to give your time Sure say some words that are written on a piece of paper, right? You know and leave because I mean there really is no growth in that there's no learning in that there's no There's no celebration in that right of what you're doing. So those those experiences are important and you absolutely right You're not only sending up you're selling a you're selling a sensation to someone, right? You know you're sending them a dream and an idea of how you can use this to maybe Improve something about your life improve something about yourself. Get it me. You know, maybe make you I don't know just kind of live in a slightly more motivational inspirational environment. Yeah, so these things are important Right. So are you transmitting a lot of these messages through your social media presence as well? Is that something that happens and is that something that you seek as well for on are you already doing it? You know, I do it in different ways. You know, it doesn't necessarily need to have to be only about speaking about a brand You know, it's it's various things I mean whether it's my film work my music work my my work or my work with the mud the initiative that I have Yes, I feel it's important for people who have been fortunate like myself and given a certain Kind of position in society where people I mean, they don't really have to listen to you all the time But they do hear you. You know when you say something So if you can use that to try and make some changes which are changes for for better You know to inspire people to maybe improve on themselves improve what's around them Right and the absolutely why not, you know and an aesthetic being a creative person and who makes films and it deals with art You know aesthetic is a really important thing. Yes, you know, so that's that's another idea that you always do talk about Do you see that getting traction? Do you see that making a difference really to the audience that you're trying to address? So has that happened and how much more are you pushing it? No, but I think it's best when it happens organically a bit like Farhan was saying So I think the social media space is a space where you need the brand to find its place If you force it too much, I don't think it works very well Right because social media people are also looking for an authentic voice not an inauthentic one So I think for example as far as when he now speaks on any matter to do with aesthetics or style He will be associated with the brand and that will happen in a very natural organic way Sure, but there is a thought process within the brand as well as to where you want to position it Yeah, well just absolutely has been known as a very high quality as a premium brand as an excellent brand And that we're not going to lose obviously that's a very important and precious thing for any brand to have And Julux has that At the same time, yes, we are making the brand more accessible through different price points and different availabilities Right, you work in a lot of geographies and I'm going to take it up with your colleague a little later into this episode as well But how distinctive is the Indian market right now because obviously it brings a lot more colour in terms of your marketing strategy For the kind of many indias that exist in one So does that in itself pose a challenge? Yes, all markets are different and indeed it's a trap to think of one India as well as a trap to think about one China and something else Because even within a market there's a great deal of diversity when it comes to the use of colour and product and design Because there's all the combination of cultural heritage of what people have done in the past Versus new trends and fashions coming in and they all clash together in terms of what people want So what's really important is just we are available, we're available in colours, we're available in products We're accessible through the media to people so that when they come to take those decorated decisions we're there for them So the brand adapts itself quite well to different circumstances In a way we're lucky, we're probably the only global paint brand so we have to be also universal in many ways About what people want from colour and what they want from paint But also specific in markets like India to make sure we meet people's needs and I think we get that balance about life I started asking you about Bollywood and how placements and brand promotions really actually work through films in our context You know, if I turn back time in Yaday for example it kind of started off with the lead actors having bottles of coke at that point in time You know, you remember this and then in Bhagma for example we saw a lot more brands getting associated It kind of kickstarted the entire process of getting all these brand placements going in films and people saw the importance of doing that Of course, a lot has changed since then but how did you view it then because obviously you've been involved for a long time And from the time that you started with the Chhattahe, with Excel, with Ritesh Sidvani at that point in time What are your thoughts that this is another revenue stream and you're making a film? You know, all honesty I mean that's something that Ritesh focused a lot more on Did he? You know, I also come from a world of advertising, I was in advertising for three years before I got into film Exactly You know, so there's always within those spaces when we used to have meetings or speak to agencies There was always that potential because product placement brand association was always big in the west You know, you saw that in many films like The Bond films and many other films Correct But it never really started working here till much later Yeah You know, so there would always be people speaking about it that we could do something with a film And then when I became a filmmaker, I mean for me there was always this idea that we could use it But never to the point where it feels like a hard sell Because nobody wants to come into a film and be sold a product, they want to be sold a story You know, so the thing is that it has to be done very smartly And I think initially there was a certain wave of excitement that people are getting involved in And there's revenues coming in Yeah You know, and a lot of the product placement happened very shortly in my opinion Yeah, there was not so much smartness there But now I think it's become very smart I think now people are doing it a lot smarter And there are many films now that are associated at times with 12 products and 14 products And you see them in the film You know, and they maybe leave little subliminal messages in your mind Of having just recognized that brand or having recognized something And you go back home and maybe remember it at some point when you go to Yes Have a similar experience within that category But it's become smart now So I think it's as long as it doesn't upset the viewer You know, that they feel like, okay, I came in here to watch a film And now they've started selling me something Correct I think that balance is truly important in storytelling And you think we're striking it right now No, absolutely Yeah, so aesthetically too It doesn't kind of interfere with the creative process of filmmaking No, it doesn't because it happens much later You know, I mean, it's never factored in unless there's something very specific Okay In the film Which has happened in certain movies where a certain product is truly crucial to the script Right You know, like say for example, if a film is about a cycle You know, I mean then that cycle is going to be really, really marketed As well within the film Correct You know, because people will speak about it They'll speak about the brand You'll never say me recycle You know, you'll always say something more than that Yes So but if it's not that specific Right You know, then beyond that you have to be very, very smart Of how you use it Because it also damages the brand You know, people kind of get repulsed By what's happening with the brand in the film Correct You know, they feel that they're trying to take advantage of the fact That we actually like the filmmaker Or we like the actor Sure You know, so it has to be done very smart Because it benefits nobody Yeah, absolutely So since there is this smartness that's coming into the entire branding process Within a film You're seeing this co-branding exercise as well So there is the entire system Where there is the upfront kind of deal that is struck Where, you know, a film is launching And you're going to pay them to kind of have that kind of positioning Within that film Or perhaps you're going to have a co-promotion That system is coming into play as well So does that work better? And since you're making films Tell us exactly how the process actually comes to play Well, I mean, in all honesty I mean, as long as again There needs to be a synergy between the brand And what the film is about Even for a post-complete film co-promotion deal You know, to happen I mean, on any film I'm like, be it Zindagi na melegi dobara Or be it Dawn Or be it Dil Dharat Medho I mean, there's many offers that you get Of a product that wants to associate Because they feel, okay, the film looks like It's going to be interesting And people are going to want to know about it So let's get involved But the brand has nothing to do with what the film is about You know, so you have to say no I mean, we say no Right So in terms of marketing strategy Are there any radical shifts that you're planning to make now In the near future? So we've seen some big changes in the digital space I think we'll see more as well We'll look forward in the next 5, 10 years And we'll see brands like ours Finding new ways to communicate collectively Across a number of media With a number of different vehicles To be able to bring the brand message across That's probably going to be the biggest change Excellent Good luck going ahead Thank you It's great to have you with us Thank you We take a quick break right now But on the flip side We're continuing our discussion With where Dulux is positioning itself in India We'll be chatting with Shraddha Kapoor In just a moment Stay with us, we'll be right back Welcome back to this edition of our show From logo to impact In the earlier part We were looking at Dulux Payne's strategy As far as the Indian market is concerned We're getting a deeper insight right now Joining us is Rajiv Rajgopal Director, Decorative Payne's Act of Noble India Great to have you with us And of course the new brand ambassador For Dulux We spoke about Farhan Akhtar Just a while ago Shraddha Three years over there And now you're the new addition I know, I'm so excited So what was the pitch that was made to you? Considering that they already had a face to the brand How difficult was it to convince you To come on board as the other face No, you know the thing is that it is If you believe in a brand And you would paint your Home walls using Dulux Then you will obviously want to endorse it as well Rajiv, tell me What was the thought process In getting another brand ambassador You already had Farhan Akhtar So Farhan has done an impeccable job for us I think he's really made the brand stand out From the clutter Farhan came on the brand in 2012 In three years Farhan's not just doing work for us in India He will shortly start doing work for us outside And we then said, look, the consumer When we did a lot of equity research Said, look, if you really look at Dulux It did a lot of innovations in the market in 2005 It's almost a decade And really when can we see a lot more from you And we did indeed launch Dulux Velvet Touch Diamond Glow As a variant of our flagship brand Velvet Touch And really started doing well And the moment the brand started doing well We went back to the consumers and saying How do you see the brand That came all across with Shraddha Kapoor Because I think she stands for a lot of modernity She brings in certain values Which are very much linked to the brand You can see her trying to make a tremendous impact On the next generation through all the films Next generation is what I'm hearing a lot of And Shraddha, that's where you're fitting in For so many of the other brands, right? We're seeing so many of her contemporaries Do the same thing, whether it's Alia Whether it's Siddharth Malhotra They're part of this entire new brigade But you know the creative process of Getting involved on the behind the scenes kind of action Social media being that kind of space All that messaging needs to go out How do you go about it? I've just come on board I really look forward to a very nice And long association with them Yeah, and I would love to give my suggestions To them and... Have you done that in the past With your other endorsements as well? Has that happened? The thing is that it just automatically Happens if you, as I said, believe in the brand That you want to put a piece of yourself into it Yeah But I can tell you that amongst The brand ambassadors that I've spoken to Shraddha is very forward looking She definitely would like to understand How the brand is going to sort of look at her How she can sort of be a part of the brand She's very keen in understanding The process of the creative Absolutely And adding value to the entire digital space Sorry to butt in Jeremy, I was just speaking to him About the positioning of the brand Which seems to be more in the urban context Now getting Shraddha on board, perhaps Does that kind of widen the kind of audience That you're reaching out to And getting that kind of much more Focused approach to be able to widen your market Within tier two, tier three cities And being able to reach out to them And getting that kind of engagement going Because perception wise, Dulux seems to be in the premium segment And I'm not quite sure how well you're doing Within the smaller towns and cities So you're absolutely right So Dulux has got a higher share in the premium segment But I think that's something that we are very cognizant of Of trying to be available across the portfolio And across all markets And that's something that we've done Over the last couple of years How do you change that And getting Shraddha on board, how does that kind of Well, I will be revealing strategy to you And I think you've got to That's what I'm after You've got to just watch it patiently But I can just tell you this And I'll give you an example I think today digital is the greatest level Irrespective of which town you come from Whether you're a class one town, class two town I mean in a country where 900 million people Already on the mobile Almost 300 people or a million on the internet And you get about more than 150 million people On social media like Facebook And maybe 100 on Twitter now I think the country is usually progressing So the challenge and really the question We ask ourselves as marketers is How can we leverage those social media Be an integral part of the social media That's where the action is But Shraddha, your presence over there Really would help a brand that you're endorsing Right, your presence in the social media space But she's just mentioned, you know She's just sort of walked in Yeah, no, I think But of course, I mean that's going to grow But you're already doing it For the other brands that you endorse I think it all begins again with You know, if I'm going to endorse Something that I believe in It takes care of like half, half of You know, everything just becomes organic then When you talk about the brand When you integrate it into your life And then you share it with the world For example, if I will be getting When I do get my house done I will be posting a picture of my wall You know, it's so personal to you That people automatically relate to that And when they follow your films And you as a celebrity Or as an actor so closely They would also be inspired And they would also want to imbibe your beliefs To in turn be the brands that you endorse When you're talking about films That you started off with And Ashiki being one A lot of your contemporaries Have taken this multiple star approach Root to be able to launch themselves While you are the one who kind of Went out there in that kind of Solo kind of scenario To be able to make your presence felt You are a bit of a risk taker How many risks do you take When you're endorsing a brand You know, actually my first film Was an ensemble cast Unfortunately a lot of people didn't watch it That is a separate matter It can scare you to take some decisions But if your gut tells you that it's right You have to do it You have one life to live Why would you want to Not fulfill your dreams and take some risks You know, would you rather When you're like 90 years old Be like, oh I wish I took that risk You know So it's better to do things that Frighten you a little bit But will give you that joy Then not do it at all And play it safe How much can you play it safe? Exactly And that's what brands are doing as well right? Absolutely Pushing the kind of possibilities Kind of barriers as well At this point in time When you're looking at growing a brand How much clutter breaking work can actually happen When you're trying to shake up the market Because this is very competitive How do you do it? Well I think as long as you've got A consumer benefit Which is where the consumer can really say Yeah, there is a functionality unit And there is an emotional payoff That I can get from it I personally think that Brands can be stretched And you're right You know the point you're alluding to today I think the world has moved hugely On social media And I just wanted to remind Shradha That you know I follow her on Twitter And I think the way she's building a brand Is I think quite impeccable Yeah and I personally think That's the sort of challenges the brand has Because the brand has to You know constantly Engage re-engage with its consumers And customers Make sure it's delivering greater value I personally think that it's going to be A great journey ahead Exactly So medium and messenger Both very very important As we can see And the messenger being you In this case Shradha You're taking the brand messenger cross Great to have you with us And get your perspective in on this as well Thanks indeed We will of course take a little break But on the other side This is what's coming up on the show