#Event ZEE Melt: Day 1 highlights

The day 1 of ZEE Melt 2018 was full of industry oriented sessions and workshops across various domains. It brought together ideas that connect marketing, communication, technology, leaders and brand marketers from across the globe under one roof.

Starting with a live chat with Sir Martin Sorrell, it included speaker sessions by industry veterans such as Tom Fishburne, Anindya Ghosh, Mark Shayler to name a few.

The day 1 of Zee Melt 2018, was a hub of insightful sessions and workshops across industry domains. It brought together ideas that connect marketing, communication and technology and the most valuable leaders and brand marketers from across the globe under one roof.

Highlights of Day 1:

• A live chat with Sir Martin Sorrell at the Zee Mindspace Conference
• Speaker sessions by reputed industry veterans such as Tom Fishburne, Anindya Ghose, Mark Shayler,
• “How Return Path Data Will Turbo-Boost Television Audience Measurement Globally” – A Keynote session by Ricardo Gomez-Insausti, Vice-President (Research), NUMERIS
• & Prive - A panel discussion featuring Sonal Dabral (Ogilvy India) and Ashwini Iyer Tewari (Filmmaker & Writer) and a screening of “The Post”

Sir Martin Sorrell connected from London through a live chat with media veteran Mr. Anant Rangaswami. During the detailed live chat, he spoke about India’s competitive economy and said, “Advertising and marketing industry is in a state of flux. According to my calculation that we have been developing over 33 years at WPP, it is a 1 trillion dollar company.  India has been a potential and an important place for WPP. India represents to me opportunities in terms of economic and technological growth. India is faster in terms of GDP and population. It is the most populous country with the youngest profile of people.”

Speaking about Indian campaigns and his visit to the country, Tom Fishburne, Founder, Marketoonist said, “I have never been this excited in my life, it was amazing to be here. I have never seen such an entrepreneurial environment. It is great to see what people can do to sell your small enterprises. On my first trip to India I loved to discover the campaign by Amul. In 52 years they have campaigned amazingly and their idea of serial story-telling is something worth taking note of. They have campaigned everywhere from Bollywood to hoardings to newspaper ads. I am always excited to know what incidence their next campaign will be based on.”

Sharing insights on the increasing benefits of Artifical Intelligence Anindya Ghose, Heinz Riehl Chair Professor of Business and Director of Masters in Business Analytics at New York University, NYU Stern School of Business said, "Using Artificial Intelligence to Monetize the $3 Trillion Mobile Economy. Crowdedness is one thing which works best in the case of AI, as when people are alone in a crowd, phone is their best escape. Over a period of time, we have witnessed brands identifying known as well as unknown needs of consumer’s basis which they are ready to invest heavily in mobile data metrics. Addressing to the unknown needs is what will give the brand an upper hand to serve better. This metric eventually helps in measuring the ROI on the capital spent.”

A keynote session by Ricardo Gomez-Insausti, Vice-President (Research), NUMERIS was followed by a panel discussion featuring Kaushik Das , Amit Arora (EVP, Indiacast), Arun Unni (Chief Content Officer, Tata Sky), Debkumar Chakrabarti (Pr. Adviser (B&CS), TRAI), Malaysia, Singapore, Myanmar, Cambodia & Laos, Unilever), Vynsley Fernandes (Executive Director, Castle Media Private Limited), and Sanjay Jain (Group CTO, DEN Networks).

The keynote session given by Guneet Singh, Head - Marketing Solutions, Google India & SEA on “How Return Path Data Will Turbo-Boost Television Audience Measurement Globally” addressed the challenges faced in the Indian market for TV audience measurement and the global developments taking place in the measurement system. He mentioned, "The big piece of work we do is on video and the reason is 80% of consumers are on mobile. The phone is a very intimate space, as it is 12 inches away, but your TV screen is 6-7 feet away which is not an intimate space. The average attention span in Mobile is 7-9 seconds; if you don't change the arc in this time span, one skips the video. That’s how you look at the story arc in digital. In digital you know the exact persona of the person watching something. It is important for you to build content for the right audience. We've recently made 2300 videos all running in the same date to distinctive audience.”

Also Read: YouTube reaches 80% of all Internet users across age-groups in India – YouTube FanFest

Mark Shayler, Director Ape stated, “Every single action has a reaction and every single movement has an angle. We are all millennial. People like tactility; if you are making a digital campaign make it real, make it human. We can't lie anymore because the internet is everywhere and the truth will eventually come out. It’s high time that you innovate the new way. Define a purpose, as purpose makes you stronger, being good is new cool and Kindness is competitive.”

Speaking about how brands and marketers have realised the changing scenario, Sakshi Choudhary, Creative Controller, Ogilvy India shared some examples, “Honda has realised that the scooter market is overtaking the motorcycle market in rural India and therefore they launched Honda Cliq targeted only at rural Indian women. Alcohol consumption among women has been increasing; Bacardi has been making the best of it as their sessions are more focused at women. Hotstar has realised that their video consumption is 3 times more by women compared to men.”

Day 1 concluded with Prive Soiree consisting of a panel discussion was held featuring Sonal Dabral, Ogilvy India and Filmmaker and Writer, Ashwini Iyer Tewari. The discussion was followed by the screening of Oscar winning film ‘The Post’.