BrandWagon Conclave 2021 Day-2 Highlights: ‘Voice is not a metro phenomenon in India’

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Updated: October 28, 2021 4:45:50 pm

BrandWagon Conclave 2021: Day 3 will see names such as Saumil Mehta, director and country head, India and South East Asia, The Kraft Heinz Company; Vivek Srivatsa, head of marketing, India and International Markets, Passenger Cars and Electric Vehicles, Tata Motors; Prabhvir Sahmey, senior director, Samsung Ads, India and SouthEast Asia, among others.

The first day of the BrandWagon Conclave 2021, which concluded on Wednesday saw speakers discuss the ‘The Changing Landscape.’The first day of the BrandWagon Conclave 2021, which concluded on Wednesday saw speakers discuss the ‘The Changing Landscape.’

BrandWagon Conclave 2021 Day 2 Highlights:

The second day of the BrandWagon Conclave 2021 saw industry stakeholders discuss the topic ‘ScreenPlay – The Age of Screens’ where topics ranging from the growth of OTT to solving advertising revenue puzzle and mapping the user experience on digital were discussed. “The lockdown unlocked a lot of value for the OTT industry. While the ad supported model is growing rapidly, the willingness to pay will see an inflection point in the next few years,” Gourav Rakshit, COO, Viacom18 Digital Ventures, said.

Moreover, leaders also talked about how consumers are more value-conscious today. “While AVoD is a stream which has been explored, digital medium has a larger opportunity in SVoD. Audiences have become far more aware of the quality of content and that is where the opportunity lies. For us as well, SVoD is a key play,” Megha Tata, MD, South Asia, Discovery Communications India, stated.

Day three of the BrandWagon Conclave will see speakers shedding light on ‘Creating a Digital League’ and topics ranging from the game of personalisation in marketing, to why video marketing is here to stay and the future of Connected TVs will be looked into. It will see names such as Saumil Mehta, director and country head, India and South East Asia, The Kraft Heinz Company; Vivek Srivatsa, head of marketing, India and International Markets, Passenger Cars and Electric Vehicles, Tata Motors; Prabhvir Sahmey, senior director, Samsung Ads, India and SouthEast Asia, among others. 

The second edition of the BrandWagon Conclave 2021, a three-day virtual event between 27-29 October 2021 has been designed to bring together stakeholders from the marketing industry to discuss the theme ‘Walking with the Customer’ and how the industry can evolve with the quintessential Indian consumer.

To watch Day-2 video of the event, click here:

Read Also: BrandWagon Conclave 2021 Day-1 Highlights: ‘Digital transformation is now a part of the overall business agenda’

Live Blog

BrandWagon Conclave 2021 Day-2: Hear all about the changing OTT landscape, growth of regional content consumption and how voice-activated ads are shaping the advertising landscape

Highlights

    13:48 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: Dilip R.S. on the importance of privacy for users

    “Privacy is unique to every single customer across the globe. With Alexa, customers can choose to manage their recordings and there is a privacy feature in the app to give the entire control back to the user,” Dilip R.S., country manager, Alexa Skills and Voice Services, Amazon India, stated. 

    13:40 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: 85% of pin codes in India purchased the Echo device, says Dilip R.S.

    “Voice is not a metro phenomenon. 85% of pin codes in India purchased the Echo device,” Dilip R.S., country manager, Alexa Skills and Voice Services, Amazon India, added. 

    13:35 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: India was the first country where we launched the multilingual mode, says Dilip R.S.

    “In a country like India where language and dialect changes every few kilometers, we wanted to make sure Alexa truly understood the way Indians speak. India was the first country where we launched the multilingual mode,” Dilip R.S., country manager, Alexa Skills and Voice Services, Amazon India, said.

    13:19 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: For us, the objective is usually conversion, says Saurabh Garg

    “For us, the objective is usually conversion. While evaluating platforms, we measure the conversion that is likely to be achieved and the incremental reach that each platform provides especially when advertising on multiple OTT platforms,” Saurabh Garg, CBO, NoBroker.com, added. 

    13:14 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: Data is an integral part of our strategy, says Viraj Jit Singh

    “At MX Player and MX Takatak, there’s a lot of time spent on looking at internal data and going out in the market to collect data. Data is an integral part of our strategy,” Viraj Jit Singh, senior VP and head revenue, MX Player and MX Takatak, stated. 

    13:02 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: The stickiness of a viewer on content created by premium platforms far exceeds that of UGC platforms, says Chanpreet Arora

    “The stickiness of a viewer on content created by premium platforms far exceeds that of UGC platforms,” Chanpreet Arora, business head - AVoD (Voot), Viacom18 Digital Ventures, stated. 

    12:54 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: The real shift will be when TV ad dollars start moving to OTT, says Baskar Subramanian

    “The real shift in emerging markets like India will be when TV ad dollars start moving to OTT,” Baskar Subramanian, co-founder and CEO, Amagi, said. 

    12:43 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: Promotions and advertisements are very important for OTT platforms, says Anindo Banerjee

    “Promotions and advertisements are very important for OTT platforms,” Anindo Banerjee, VP - Originals, Hoichoi, said. 

    12:35 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: OTT is far more stickier, says Satheesh P R

    “Digital data is there to stay. The large difference that OTT can make is in terms of branded content integration. OTT is far more stickier and people are searching for the content before coming to OTT, hence that is where advertisers should be,”  Satheesh P R, Chief Executive Officer, MM TV, stated.  

    12:29 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: Advertisers are looking for intensive and extensive reach, says Soumya Vilekar

    “Advertisers are looking for intensive and extensive reach,” Soumya Vilekar, co-founder and CFO, Planet Marathi, noted. 

    12:23 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: Soumya Vilekar on the growth of regional content consumption

    “Regional content going global is the new era. It is all about how fast and accessible the content is to audiences across the globe,” Soumya Vilekar, co-founder and CFO, Planet Marathi, stated. 

    12:17 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: The competition is free content available on digital platforms, says Anindo Banerjee

    “For us, the competition is free content available on digital platforms,” Anindo Banerjee, VP - Originals, Hoichoi, said. 

    11:57 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: With consumers knowing what they are paying for, there’s a flip side to it as well, says Ferzad Palia

    “With consumers knowing what they are paying for, there’s a flip side to it as well. When a consumer makes a recurring payment or has an auto debit instruction, they make a decision at one point of time for a subscription service of a longer term period. But the moment you start asking them every month, for example, you are asking the consumer to make a decision 12 times in a year,” Ferzad Palia, head, SVOD and International Business, Viacom18 Digital Ventures, added. 

    11:50 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: India stands at a nascent stage when it comes to subscription, says Khilan Haria

    According to Khilan Haria, head, Product and Payments, Razorpay, the juncture at which the subscription economy stands in India is a little nascent compared to the non subscription digital economy. Over the next decade, it is going to explode. 

    11:36 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: Subscription based organisations are engaging more with their consumers, says Ferzad Palia

    “Organisations which are subscription focussed are engaging more with their consumers to enable them understand the impact on subscription (with RBI putting a stop to the auto-debit facility). This will help manage the churn to a certain extent,” Ferzad Palia, head, SVOD and International Business, Viacom18 Digital Ventures, stated. 

    11:14 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: To bring more consumers online, we need to make them feel secure, says Khilan Haria

    “To bring more consumers online, we need to make them feel secure,”  Khilan Haria, head, Product and Payments, Razorpay, said. 

    10:43 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: Megha Tata on why SVoD is a key play for Discovery Plus

    “While AVoD is a stream which has been explored, digital medium has a larger opportunity in SVoD. Audiences have become far more aware of the quality of content and that is where the opportunity lies. For us as well, SVoD is a key play,” Megha Tata, MD, South Asia, Discovery Communications India, said. 

    10:33 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: Genres like ours are geography agnostic, says Megha Tata

    “The reason why Discovery and Discovery Plus worked in India is because there existed a market for content like ours. Genres like ours are geography agnostic so it becomes relatively easier to localise that content,” Megha Tata, MD, South Asia,  Discovery Communications India, stated at the BrandWagon Conclave 2021. 

    10:18 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: Gourav Rakshit on the growth of the OTT industry and managing the churn

    “India is a value conscious society. As long as you are creating value for the customer, they will gravitate towards you,” Gourav Rakshit, COO, Viacom18 Digital Ventures, added.

    10:10 (IST)28 Oct 2021
    BrandWagon Conclave 2021 Day 2 Live Updates: The lockdown unlocked a lot of value for the OTT industry, says Gourav Rakshit

    “The lockdown unlocked a lot of value for the OTT industry. The ad supported model is growing rapidly. The willingness to pay will see an inflection point in the next few years,” Gourav Rakshit, COO, Viacom18 Digital Ventures, said. 

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