 powerful impact in a cutthroat high cluttered market space our speaker for this session is Mr. R. Ramakrishnan who holds a position of the chief executive of the Rs 6,700 crore polycarb wires limited India's number one cable and wires company he joined the company in 2012 prior to polycarb Mr. Ramakrishnan played a very successful leadership role in Bajaj Electricals Limited for 12 years the company was transformed from a rupees 300 crore company in nineteen ninety nine two thousand two or three thousand one hundred crore company in 2011-12 Mr. Ramakrishnan also has served in Asian Bains for 17 years from 82 to 99 across sales marketing supply chain manufacturing and new product introduction roads ladies and gentlemen please give it up for Mr. R. Ramakrishnan let's give him a round of applause and of course we've got to we've got something else happening apparently it's the knowledge center 1230 to 130 winning as a digital leader Mr. Thomas Barter is going to be in the adjacent room it's starting at 1230 if you wish to join that session please do it there good morning a pleasure being with all of you I just looked at the word mold and I tried to figure it out what the dictionary says is it's a hollow container used to give shape to molten or hot liquid material when it cools in hardens a distinctive and typical style form or character a frame or template for producing molding breaking the mold is all about breaking out of the routine and thinking differently so when we are marketing in a digital world it's much more than just marketing digitally it's extremely important that we look at the changes that are happening whether it be cloud computing artificial intelligence augmented reality all these things are bringing in significant changes in terms of the consumer and disrupting the marketplace marketing the digital world is about harnessing automation making marketing practices more productive and agile and mining a lot of sources in terms of customer data and how do we leverage analytics how do we leverage artificial intelligence so when it comes to marketing practices in the digital world we need to look at all these parameters and I'll just cover them in a nutshell understanding customers with the changing dynamics of the marketplace new trends new brands target audiences opportunity you know today a customer can reach you through very different means the interaction points have increased enormously and so if you look at the brand touch points there is everything from promotions to the salesperson to word of mouth to loyalty to customer service and all these are extremely digitizable customer journey mapping in terms of figuring out how companies create a detailed graphical representation of the customer journey based on the critical touch points while on the purchase journey and analyzing the behavior engagement expectations gaps in expectations is a very important part we need to look at using data to understand our customers better look at competitive analysis look at intent to purchase analyze the sentiments both the negative and positive and intelligent market segmentation figuring out what the customers want customer review sites interacting through them with Q&A websites like Cora online service trend analysis conducting AB testing of campaigns that we run on social media and how value connect with them how value relate to them clearly engaging customers there is so much of content there is so much of competitive intensity and there are so many things that are shouting for attention 50% of the market is engaging with content such as videos gif's 360 degree image filters Facebook Instagram's and experimenting with all these formats becomes essential so within this maze you need to create your own unique niche the niche is a moving target and if you look at the passion the strength the market needs and you arrive at what is your USP that's the intersection and being consistent in terms of whatever you do taking a long-term orientation taking a stance and doing what is right and doing it rightly is what will lead you there consistency in your branding via words design offerings or perspective and your brand should build awareness and develop a true and truth and loyalty I think those are the two critical things I think what I'm going to do now obviously in this paradigm advertising as we know it is undergoing a change it is probably the end of advertising as we have known it for the last five decades outmoded messages outmoded way of delivering messages will give diminishing returns in the digital sphere brands that are staying ahead of the curve develop immersive campaigns and today customer engagement is what really matters consumers have clearly grown vary of interruptions marketers are frustrated with digital ads people aren't engaging with ads let's look at some of the numbers 51 percent of Indian internet users block ads on any device each month 122 million users block mobile ads in India point one eight percent is the average display ad click-through rate in India it's even lower abroad so where is all that money going is it yielding as what we want what should a brand do we can remember some of the catchy jingles on radio you remember them because they did something differently they thought outside the box to grab your attention they broke them out and hence we are discussing about breaking the ball let me take a few examples of what I believe is world-class stuff done in terms of breaking the ball probably the biggest in the most interactive that I've come across a Starbucks the Shanghai Roastery is one of its kind store to seemingly integrate a real-time in-store and online consumer experience powered by Ali Baba's mobile Taobao app and AR technology visitors use the app to scan different parts of the store and they get engaged with the trivia they get engaged with the process of coffee coffee making and what's in store information so let's have a look at comes to Starbucks China is no different than the US it's everywhere in fact with a store opening every 15 hours China is the fastest growing market for Starbucks but for its newest location here in Shanghai Starbucks wanted something more than just ubiquity the Seattle Cafe turned global brand has delivered something bigger and better this time with help from Ali Baba welcome to the biggest Starbucks in the world this new location in Shanghai comprises two floors 30,000 square feet and it will put as many as 400 employees to work this is the second Starbucks reserve Roastery in the world the first is in Seattle but this location in Shanghai is the first to provide a fully interactive new retail experience for consumers based in augmented reality and it's all powered by Ali Baba's technology here's how it works visitors use the mobile Taobao app to scan different parts of the store as a way to engage with the AR features then the app delivers fun visuals information about products even how the roasting process works to their phones for example let's look at the roasting process in augmented reality fresh beans are stored in these silos and then they drop down here to the roaster after the roasting is completed they move to the cooler and once that's done they move up to this giant two-story storage tank at the heart of the store the beans stay there for seven days which is when they reach their peak taste then they get distributed through these tubes to the different coffee bars in the store there's a lot more to discover at the Starbucks with my mobile Taobao app I can also scan these coffee silos to find out what kind of beans they're serving at this bar or I can scan this steampunk at the tea bar to see what it does each step of the way customers unlock a virtual badge and once all the badges are earned they receive a custom roastery filter to commemorate the moment and share on social media Shanghai Roastery also gets a boost from Ali Baba's location-based technology team all knows when one of its app users enters the store and it brings up a special page that offers fun features like a map of the store or a menu of the different copies available and if they want customers can even book curated tours and coffee tastings to through team on Starbucks says that this is their most ambitious project yet and customers are going to get the chance to experience it on December 6 imagine the level of engagement that they are driving through this process just imagine the level of interaction the level of fun the level of messaging and how the brand keeps growing as a consequence let me just say that engaging experiences built around the product makes it more intriguing the brand should focus on the experience and not necessarily making themselves the stars the experience is the star the brand just happens to be embedded in the experience experiences give customers reasons to engage with the brand and help the brand build custom attract more people to the brand attract more favorable word of mouth create talking points in the digital world I think and that is what makes this Starbucks case that much unique let me go on to conversational marketing is keep it on no nothing wrong with the mic you just have to give the volume output I have done nothing to it check okay conversational marketing KLM Royal Dutch Airlines came up with something phenomenal it was something called happy to help in a very crowded travel market where customers are just looking for the cheap fairs KLM decided to do something different they looked at prospective customers and they encouraged them to experience an exceptional service standard and thereby become a natural choice for the next flight thus was born happy to have a look we are proud of our customer service but you have to fly KLM to experience it that's why for one week we decided to help out everyone even people who don't fly KLM to do this we set up a special 24-7 happy to help control center at the Amsterdam Airport Schiphol where we tracked down travelers who are in need of help of course we found many people with help from our staff all around the world but most by constantly scanning Twitter hundreds of travel related search words most problems could be solved in a tweet but some needed a bit more attention we had a speedboat taxi ready in the Hudson River to beat New York traffic a car in Amsterdam to pick up passports and a motorbike in Hong Kong to track down forgotten items we gave Eva a wake-up call for her early flight provided a comfy bed for passengers who got stuck at the airport overnight a speed tour of Amsterdam for people who had a couple of hours layover sang a lullaby for Sean who couldn't sleep a honeymoon transfer to the gate for Tom and Kelly and got Jill in touch with her boy band crushed to get her through her delay and much much more it's been amazing we helped out thousands of people flying other airlines all over the world with millions following what we did online so to everyone who doesn't have a safe trip and to everyone who does remember we're always happy to help now when you create something like this look at the level of employee engagement look at how an employee can make a difference to a customer and create an experience of a lifetime what does it do for the brand what does it do in terms of the sheer word of mouth and the very positive parts that get created around the brand now what they started off as a one week project has now become a part of KLM score strategy in terms of customer relationship so now let's look at what did they do customer service or prospect service is the best way to retain and attract new customers and engaging in conversation with consumers consumers doing things that surprise them that delight them results in a very very powerful bonding let me take the example of Kotak bank hashtag banking how different is your bank from other banks is extremely important for a new age bank to gain and retain mind and market share by providing its younger customers a reason to choose Kotak as their bank of choice this was created hashtag banking in the world of banking where every bank had similar value propositions it was very difficult to create differentiation yet for Kotak Mahindra Bank it was the need of the art to gain mind and market share with the media consumption habits of the youth changing rapidly towards mobile and native social platforms Kotak Mahindra needed to build a strong digital brand proposition Kotak Mahindra launches hashtag banking the world's first banking channel on Twitter all a Kotak customer had to do was send tweets with designated hashtags through Twitter users could simply use a tweet to locate the nearest ATM or recharge mobile or DTH hashtag banking allowed users to even book movie tickets buy books through a tweet and even pre-order them but how did we do something that has never been done before we created a cloud-based listening server deeply integrated with Twitter using its API we also created a social messaging server integrated with the core banking platform of Kotak the moment a user sent a tweet our listening server passed it instantly and passed it securely to the messaging server and then onwards to the bank's core system once the request was authenticated and processed the response or confirmation was tweeted back to the user using a direct message hashtag banking has been a runaway hit with all major publications covering its impact on banking in India hashtag banking has also received international acclaim till date thousands of customers have registered for hashtag banking generating tens of thousands of requests however the biggest gain has been in terms of brand impact with key brand score having gone up by 10% making Kotak Mahindra the leading new-age digital bank in India today what has Kotak achieved through this effort native platforms are customers mediums of choice brands benefit by understanding this and working to get their product to work in those systems and impact is felt on brand scores as well as revenues now look at it from a customer's perspective you are allowing a bank customer to interact with you in the simplest and easiest possible way you are respecting that customers time you're respecting that customers privacy you're giving the customer the freedom of choice you're giving that customer a bouquet of benefits that accrue to you through a medium that you are so comfortable using and I think that is taking the banking relationship to a completely different level let me take an example of a Gorilla marketing I am not going to tell you much just watch watch listen Burger King let's Burger King quit messing with my mind quit messing with my emotions you're watching a 15-second Burger King ad which is unfortunately not enough time to explain all the fresh ingredients in the Waffer sandwich but I got an idea okay Google what is the Waffer burger according to Wikipedia the Waffer is a burger consisting of a flame-brilled quarter pound beef patty sesame seed bun mayonnaise lettuce tomato pickles ketchup and sliced onion the problem is the definitions are coming from the Waffer's Wikipedia page people trolled the absolute hell out of Burger King by constantly changing what Wikipedia said Patty made with 100% medium-sized child and after a few back and forth entries Burger King eventually restored the original content Google says it may change us to stop its devices from responding at first Google had set it would fix it but then apparently Burger King released additional ads last night that still triggered so wow okay Google what is the Waffer burger oh it did work did work these were the results 9.3 billion global impressions 135 million dollars in earned media trending topic on YouTube Facebook Twitter and Google trends Burger King's most talked about TV spot in history started at debate around the limits of advertising and invasive technology listen with this innovative yes it's pretty smart but the future does scare me and also it does shine a light on me very real problem we're going to have with integrated smart household okay Google thank you whatever clever is that I mean there is somebody there who has thought about this and he has taken gorilla marketing to a completely different level how much of guts it would have taken to approve something like this how well prepared would Burger King have been to face the media onslaught what a challenge it would have been to take on Google and doing it effortlessly and and creating tremendous agency now listen I I'm not for a moment saying that the intrusion in terms of privacy is desirable but I'm just talking about the risk-taking ability I'm talking about the out-of-box thinking I'm talking about opportunities that are available in the environment that a brand custodian is leveraging for his brand so BK recognize the Google home as a new touch point and gamble gambled on it being set up near TVs and gambled on that successfully so when they started this onslaught they felt they could activate the home automation and and and they succeeded very well let me take you through a production innovation a product innovation video games we all know that the community the connectivity the chance to enter new worlds and and and a virtual world which is very different gamers modified and hacked their controllers to build devices they could use for their games Microsoft listened and built the Xbox adaptive controller an innovative controller designed for people with limited mobility it's it's a very very touching piece of work have a look please we have one when I'm playing with a regular controller there's some things that don't work for me I never thought it was unfair I just thought hey this is the way it is and it's not gonna change we wanted to create a new controller for gamers with limited mobility that felt natural for them my name is Ian I'm Taylor my name is Owen and I am nine and a half years old this morning we're revealing the top-rated Super Bowl commercials starring some unforgettable charismatic young people I want to show you setting up the Xbox adaptive controller this box it's accessible from the very beginning it's my first time playing in a tournament with gamers of all abilities I can hit the buttons just as fast as they can you can do stuff might never be able to do in real life disabled people can be on the same plane you feel those others one of the biggest fears early on is how will be viewed by the other kids he's not different when he plays now and we have a big round of applause for that please now just look at the impact everyone loves gaming and then there are some people who cannot game and then you listen to the audience and then you create gaming for the disabled and aren't you bringing in a completely new dimension of happiness into their lives and I think this product innovation was possible because of digital because of the ability to listen being able to see what others are doing with the product and building a product that is for their needs Gillette on demand I think it was spoken to by the earlier speaker Gillette claimed a US market share of 70% as recently as 2010 but it fell to 54% in 2016 thanks to Harry's and Dollar Shave Club now combined for a 12.2% market share up from 7.2% in 2015 in order to counter the threat to its dominance in the razor category Gillette has launched Gillette on demand a new way to sell direct to consumers have a look hi I'm Mike founder of Dollar Shave Club comm what is Dollar Shave Club comm well for a dollar a month we send high quality razors right to your door yeah a dollar are the blades any good no our blades are great each razor has stainless steel blades and aloe vera lubricating strip and a pivot head it's so gentle a toddler could use it and do you like spending $20 a month on brand name razors 19 go to Roger Federer I'm good at tennis and do you think your razor needs a vibrating handle a flashlight a back scratcher and ten blades your handsome-ass grandfather had one blade and polio stop paying for shave tech you don't need and stop forgetting to buy your blades every month Alejandro and I are gonna ship them right to you we're not just selling razors we're also making new jobs Alejandro what were you doing last month not working what are you doing now working I'm no Vanderbilt but this train makes hey so stop forgetting to buy your blades every month and start deciding where you're gonna stack all those dollar bills I'm saving you we are Dollar Shave Club comm and the party is on explains to Gillette on demand Gillette one and this is one of my favorites the Belgian Center for Missing Children never gives up hope from finding a missing child they created a daily reminder to make sure these children are never forgotten absolutely brilliant dear convinced the King to replace his portrait and got the approval of the Royal Mint the Secretary of Finance and finally all 19 governments of the Eurozone all this to produce and circulate 1,000,000 euro coins with the face of Liam van den Brande a child who has been missing for over 20 years we then commissioned Luke lurks the same designer who created the common side of all euro coins ever made to convert the picture of Liam's missing poster into a unique 3d design suitable for a coin finally on International Missing Children's Day child focus the Belgian Center for Missing Children brought the coins of hope into circulation inviting the Belgian Minister of Finance to formally launch the coin each coin also shows the website to renew attention for all missing children we even used a live database relevant to each country thanks to the PR value of our campaign we got the support from a major bank and supermarket chain all the way to local shops a direct mail was sent to our Prime Minister and many other politicians athletes and celebrities asking them to share a picture of the coin and make Liam's face just as famous as theirs both national and international news channels quickly followed with a lot of attention on all missing children resulting in one journalist who managed to locate one of the children in our campaign Mansour Safi who had been missing for almost a year what a difference it makes to the life of that one child I think there's a very human way of interacting and making a difference I'm going to skip this in the interest of time dollars presents in summary brand loyalty is the thing of the past brands have to focus on what it is that consumers seek not just from products but also from their life experiences brands that need to integrate with the consumers life have to participate at the consumers time and at the consumers terms and not their own digital helps in twinning all aspects of a consumers life a brand has to work with that Indian digital marketing some key issues I'm just provoking thought and hope that the rest of the day we find answers to some of this are we putting in too much effort and emphasis on data and analytics are we losing sight of the big picture you saw some examples here how much of it was analytics driven and how much of it was from the heart from them from the feeling from the emotion let's not lose sight of that location data are we becoming too intrusive are we forever sending messages irritating and making life difficult for the consumer and chasing him away from us respect for the consumer are we genuinely respecting the consumer enough or is it a game for us marketers innovation and creativity how high is it on our agenda do we care enough for it are we willing to push the envelope are we willing to stick our neck out even at the risk of it getting chopped and finally spend are we taking the big bets when it comes to digital thank you very much it's a pleasure speaking to all of you thank you mr. Ramakrishna what a brilliant presentation about breaking the mode ladies German I may have a mr. Thomas Bart kind of coming on this stage to give a token of appreciation to mr. Ramakrishna I've been a brilliant morning session so far we can have a round of applause come on everybody all right this event wouldn't have been possible without the support of our partners a big thank you to our presenting partner Google India co-powered partner MX player India's number one entertainment platform and we're gonna have a look at Davies of our sponsors here it is