Jaskaran Singh Ka­pany

Paytm

The Brand Reporter - - CONTENTS -

In the mo­bile com­merce space, the speed to mar­ket is ex­treme. And some­times the pace can be de­mand­ing.

PER­SONAL

Who is your big­gest pro­fes­sional men­tor?

I don’t have one. But I have been able to learn a lot by work­ing with and ob­serv­ing lead­ers across or­gan­i­sa­tions.

If not a brand mar­keter, what would you be?

A pi­lot, like my father - he was in the In­dian Air Force.

Name a brand (other than your own) you ad­mire. And tell us why.

Ap­ple. For its re­lent­less prod­uct ex­cel­lence, for­ward-think­ing de­signs and the abil­ity to mar­ket them.

CAT­E­GORY

What are the big chal­lenges you see com­ing your way in the next 12 months?

We are look­ing to dou­ble-down on our pay­ments and fi­nan­cial ser­vices. Within fi­nan­cial ser­vices, we will look to launch many new prod­ucts like mu­tual funds and other wealth man­age­ment of­fer­ings, all of which need a dif­fer­ent ap­proach and will take time to build.

What’s the big­gest change in the way con­sumers ap­proach your seg­ment to­day, ver­sus a year back? To what do you at­tribute this?

With a plethora of dig­i­tal prod­ucts to choose from, the av­er­age con­sumer has be­come more dis­cern­ing and un­will­ing to tol­er­ate an av­er­age prod­uct or cus­tomer ser­vice ex­pe­ri­ence. This is a test for tech­nol­ogy com­pa­nies to of­fer a trust­wor­thy ex­pe­ri­ence so that the cus­tomer is will­ing to stay longer, be pa­tient and try a wider range of ser­vices.

Which prod­uct seg­ment out there im­pacts trends in your cat­e­gory most? Why?

Data costs have come down to al­most a tenth of what they were two years back. This has impacted play­ers in the mo­bile in­ter­net ecosys­tem pos­i­tively.

In what way/s does your mar­ket­ing strat­egy change from tier I to tier II and III mar­kets?

The deeper into the tiers you go, the more the ‘ver­nac­u­lar­i­sa­tion and sim­pli­fi­ca­tion of the mes­sag­ing. ropo­si­tions here are sim­ple and com­mu­ni­ca­tion is more ‘ed­u­ca­tion’ ori­ented. An op­ti­mal mix of lo­cal print, ra­dio and out­door is em­ployed along with ground ac­ti­va­tions. In the top 15-20 cities, the skew may be more in favour of so­cial/ dig­i­tal com­bined with some print.

MAR­KET­ING

What’s the tough­est part of a be­ing a mar­keter to­day?

on­sumers are more me­dia-savvy. Mil­len­ni­als find it eas­ier to avoid brand mes­sages, have shorter at­ten­tion spans, con­sume con­tent faster, and de­mand more. Age-old mod­els of ad­ver­tis­ing and mes­sag­ing have been re­placed by per­son­alised user en­gage­ments or ex­pe­ri­ences. Broad­based can­vass­ing is giv­ing way to tar­geted com­mu­ni­ca­tion aligned with a user’s buy­ing habits. A mar­keter has to be on top of all this and also show mea­sur­able im­pact.

Name the big­gest pro­fes­sional hur­dle you faced re­cently. How did you tide over it?

In the mo­bile com­merce space, the speed to mar­ket is ex­treme. And some­times the pace can be a bit de­mand­ing. You have to re­lent­lessly de­liver high qual­ity work, across nu­mer­ous cat­e­gories, and get it right the first time

As a mar­keter in the dig­i­tal age, what is your big­gest night­mare?

Night­mare 1 rod­uct not re­main­ing rel­e­vant to cus­tomers. Night­mare 2: Too much data min­ing lead­ing to data safe (av­er­age) mar­ket­ing out­put.

AD­VER­TIS­ING

What is your lead medium of com­mu­ni­ca­tion to­day? Which medium do you use least?

In gen­eral, TV works well; it is high­est on reach, cost ef­fi­ciency, cred­i­bil­ity and long-term brand build­ing. rint is used for cat­e­gory build­ing and ed­u­ca­tion. Dig­i­tal con­tin­ues to gain im­por­tance over time, but comes with its own set of chal­lenges.

Are the best cre­ative minds still in ad­ver­tis­ing?

Undis­put­edly so. But I am not sure for how long. I see a lot of bright young minds (and some, old) want­ing to set up cre­ative hot-shops with an ‘anti-agency’ mind­set.

In what way has your re­la­tion­ship with your agency part­ners changed of late? What’s the one must-have qual­ity for an agency to­day?

Agen­cies need to evolve and be­come multi-do­main ex­perts. They should part­ner mar­keters across the board.

Are you open to pay­ing agen­cies a pitch fee?

If there were an ad­ver­tis­ing mar­ket ‘stan­dard rate’ set, ba­sis some ro­bust qual­i­fy­ing pa­ram­e­ters, one would be open to it.

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