|
The Brand Equity
Compass - 2009
Event Summary
The Mindshare Brand Equity COMPASS 2009 was held on the February 12, 2009 at the Hotel Taj Lands End, Mumbai. This year, the theme was “Leveraging the downturn for creating stronger brands.” The conference had the right combination of speakers and an august audience. The speakers were senior representatives/industry stalwarts from top FMCG, consumer durables, manufacturing, IT, travel, telecom, and healthcare companies as well as from leading media houses, banks, consultancies, media agencies, advertising agencies, media auditing agencies, and airlines. The audience was a mix of marketing heads, sales heads, as well as senior representatives from media and advertising agencies.
Dr. Bhaskar Das, Executive President, The Times of India Group, gave the opening address with a positive statement that “When the winds of change blow, some people build walls while others build Wind Mill…. Attitude Matters.”
|
 |
| Dr. Bhaskar Das |
|
| Mr. D Shivakumar, Vice President and Managing Director Nokia India in his keynote address spoke about the current global economic scenario, concerns for India, and the way forward. |
| |
 |
| Mr. D Shivakumar |
|
The opening session also featured ace quiz master Derek O’ Brien, who set the tone for conference deliberations. |
| |
 |
| Quiz Master Derek O’Brien |
|
Moderated by Arnab Goswami of Times Now, the CEO panel included Mr. Narendra K Ambwani, President and Managing Director, Johnson & Johnson India; Mr. Neeraj Roy, Managing Director and Chief Executive Officer, Hungama; Mr. Vikram Sakhuja, Chief Executive Officer, Group M South Asia; Mr. Sunil Dutt, Country Head-Mobile Business, Samsung India; Mr. Piruz Khambatta, Chairman and Managing Director, Rasna; and Mr. Ashwini Kakkar,
Executive Vice Chairman-Mercury Travels and Chairman of VIA spoke. Speaking on the topic The role of marketing in the downturn, they reinforced that the current economic slowdown is a period of moderate-to-slow-growth and not a recession. |
| |
 |
| Mr. Piruz Khambatta, Mr. Narendra K Ambwani, Mr. Sunil Dutt, Arnab Goswami, Mr. Vikram Sakhuja, Mr. Neeraj Roy, and Ashwini Kakkar |
|
| The panel discussion on Learnings from leaders: Innovating the marketing mix was moderated by Mr. James Chadwick, Leader-Business Planning, MindShare Asia-Pacific. The panelists included Mr. Sundar Muthuraman, Global Managing Partner, Meritus, Mr. Milind Pant, Chief Marketing Officer, YUM Restaurants International; Ms. Sukanya Kripalu, Strategic Marketing Consultant; and Ms. Lakshmi Goyal, Sr. Vice President-Head Brand, Research & Media, HSBC India. |
| |
 |
| Mr. Sundar Muthuraman, Ms. Lakshmi Goyal, Mr. James Chadwick, Ms. Sukanya Kripalu, and Mr. Milind Pant |
|
The post lunch interactive session focused on the Changing role of media and communication for marketing success in a slowdown. Moderated by Ms. Harishree Mehta, Assistant Editor, Times Now, the session highlighted the importance of portfolio spends in above-the-line (ATL) and below-the-line (BTL) media amplification. The speakers included Mr. Prashant Panday, Chief Executive Officer, Entertainment Network India Ltd.; Mr. Roshan Abbas,
Managing Director, Encompass Events Pvt. Ltd.; Mr. Farokh T. Balsara, Partner, Ernst & Young; Mr. S Sivakumar, Principal Secretary and Chief Executive Officer Designate, Times Private Treaties; and Mr. Sunil Lulla, Director, Real Global Broadcasting Pvt. Ltd. The panelists emphasized that “royalty” will play a key role in retaining the existing customers and media would play a critical role in the same. The speakers endorsed that ‘Brand Activation’ was the path forward to enable successful conversion of the media spends. |
| |
 |
| Mr. Farokh T. Balsara, Mr. Roshan Abbas, Mr. Prashant Panday, Mr. S Sivakumar, and Mr. Sunil Lulla. Ms. Harishree Mehta moderates on the podium |
|
The final session attracted maximum audience as the panelists were industry stalwarts from one of the Largest FMCG firms and large telecom players spread across the nation. The session touched upon Engaging the real India as the next marketing challenge. The session was moderated by Ms. Meenakshi Madhvani, Founder & Managing Partner, Spatial Access Media Solutions Pvt. Ltd.
The speakers included Mr. Sudhanshu Vats, Vice President-Home Care & Skin Cleansing, Hindustan Unilever Limited; Mr. Vikram Mehra, Chief Marketing Officer, Tata Sky; Mr. Chandrashekhar Radhakrishnan, Head-Brand and Media, Airtel; and Mr. Pradeep Shrivastava, Chief Marketing Officer, Idea Cellular. Even as markets in the metros get saturated, business are actively seeing scope in the rural areas and are aiming for penetrating tier II and Tier III cities. The session was extremely well received. |
| |
 |
| Mr. Pradeep Shrivastava, Mr. Sudhanshu Vats, Meenakshi Madhvani, Mr. Vikram Mehra, and Mr. Chandrashekhar Radhakrishnan |
|
| The conference concluded with a valedictory address by Mr. Ravi Chaturvedi, Group Chief Executive Officer, Jet Airways India. He emphasized on the Role of brand in the downturn. The Leader South Asia Mr. R Gowthaman, from Mindshare also shared a media agency perspective on the same subject. The session was moderated by Mr. Siddarth Dube, Senior Editor, Economic Times Now |
 |
| Mr. R Gowthaman, Mr. Ravi Chaturvedi, and Mr. Siddarth Dube |
|
Download Speaker Presentations
- Mr. D Shivakumar
Vice President and Managing Director Nokia India
- Mr. R Gowthaman
Leader, South Asia, Mindshare
- Mr. Ravi Chaturvedi
Group Chief Executive Officer, Jet Airways India
|
 |
|
