Business World launches the Marketing White Book 2014-15


It was a momentous occasion for Businessworld as it launched The Marketing White Book 2014-15 on 30th of April at the Westin Hotel, Gurgaon. Co-partnered with Zee Entertainment, associate partners Karmyog and ToTheNew, the event was organized by the magazine’s inhouse event team and focussed at the central theme titled ‘Gauging Generations’.

The day commenced with Chairman, Mr. Anurag Batra, highlighting the recent performance of Business World saying that the subscription had increased over 23%. He says, "Without readership nothing else matters. Our content is strong and we plan to get more aggressive." Being an entrepreneur himself, he admired the recent increase in the number of people taking up entrepreneurship over high-end paying jobs. He was himself surprised on today's youth getting into ventures with the sole desire of giving it back to the society.

The first session of the day was on "Marketing to the Selfie generation" with guest speakers Alok Bhardwaj, Executive VP, Canon India; Vineet Taneja, Country Head, Mobile and Digital Imaging, Samsung Electronics, India and Anisha Motwani, Director and Head, Marketing, Direct Sales and Ecommerce, Max Life Insurance taking a selfie themselves.

A discussion on "The next Gen news anchor- reinventing the way news is done" saw Arnab Goswami, Editor-in-chief, Times Now, on the other side of the table for a change with Mr. Sam Balsara, Chairman and MD, Madison World asking all the questions. Taking anecdotes from his personal life, Mr. Goswami explained the change in the society from 1990 to post 2010, with news channels playing a major role in the transformation. His coverage of the 26/11 attacks for nearly 100 hours continuous is something that is remembered by everyone and "Unless you start questioning my integrity, you should keep watching me" was his request to the audience.

Vikram Sakhuja, CEO, Maxus; Ashish Kashyap, CEO, Ibibo Group; Abhijit Saxena, CEO, Mobilox, and Salil Kapoor, COO, Dish TV discussed "How the digital/social/mobile generation is impacting media strategies". With changing consumer pattern, online media is becoming more significant encouraging marketers to change their media strategies. There are matrixes available for television ads, newspaper ads, but none for online ads. The output is terms of creative campaigns is seen but the outcome in terms of sales seems to be missing. If content is king, then distribution is God. Hence, impression data needs to be generated first before moving to strategies for online medium.

Krishna Kumar, MD and Vice Chairman, Philips India in conversation with Rakesh Malhotra, Chairman, Luminous Power Technologies constituted a session on the "Generational shift in marketing strategy" while Ajay Gahlaut, Executive Creative Director, Ogilvy and Mather and Samit Malkani, Creative Director, Google India spoke about "The art of story-telling for different generations".

The Keynote was delivered by Mr. Venkatesh Kini, President, Coca Cola India and South West Asia on the subject "Staying relevant in a millennial driven marketplace, the Coca Cola way". Make the story share worthy and keep it simple was the learning from the session.

To conclude the evening, the Marketing White Book 2014-15 was unveiled by Mr. Anurag Batra, Mr. Venkatesh Kini and Prosenjit Datta (Editor, Business World). A few lucky winners were given the marketing white book as a souvenir.  It was followed by cocktails, dinner and entertainment.

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