Jaskaran Singh Kapany
In the mobile commerce space, the speed to market is extreme. And sometimes the pace can be demanding.
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.
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.
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 Age-old models of advertising and messaging have been replaced by personalised user engagements or experiences.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.
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.