2021 marketing imperatives to support ‘rebound and recovery’ strategies.

Nov 25 2020

 

 

More than two thirds (69%) of businesses expect to end the second half of 2020 in decline. Just under half (45%) of those expect their business to be down by 20% or less, while one in five of those leaders expects their business to be down in excess of 40% y/y. As news of positive stage 3 clinical trials emerges, just one quarter (23%) expect their business to recover within a six-month timeframe of a vaccine being widely available, while 41% expect recovery within a year. More than one quarter (27%) expect their business to take as long as two years to fully recover from the COVID-19 crisis. 

In Global Business Compass, a study of almost 4,500 business leaders around the world; Kantar identified that almost two thirds (61%) of companies had reduced their marketing spend by an average of 36.7% in 2020. This included half of companies (50%) cutting comms and media spend by an average of 39.3%. With this widespread economic concern, and the constraints being placed upon marketing, Kantar, the world’s leading data, insights, and consulting company has identified the three core strategies marketing teams should pursue to support their business’s ‘rebound and recovery’ strategy.

 

Imperative #1: Digital Transformation:

Omnichannel and ecommerce is surging. 40% of consumers say they have increased their ecommerce spend during lockdown, rising to 48% of households with children. 45% of consumers will continue shopping with online stores they found during the pandemic. 55% of companies invested in their ecommerce capabilities during the pandemic. The change is not only about online business, new buying patterns and behaviours are emerging making brands and companies more vulnerable to competition. With digital becoming an integral part of the new normal, brands that elevate the human experience will be strongest.

Marketing teams can drive success through reinventing channel strategies, shifting towards the best performing channels. Testing new models of growth and partnerships (social commerce and direct to consumer) should be on the agenda of every CMO, while investigating changing needs, buying power and the importance of different touchpoints in new ecommerce journeys will inform those strategies. This understanding will require a purposeful data strategy that discovers the power of owned data within the organisation and integrates it with trusted third-party data to understand the new buying signals and deliver that data to the decision makers within the marketing and media teams. 

 

Imperative #2:  Purpose and sustainability really will make a difference

The pandemic has made people re-evaluate the importance of purpose and sustainability in their priorities. 85% of consumers think it is important to buy from companies that support causes in which they believe. Brands need to have an impact in people’s lives and the world they live in. Purpose is a systemic stabiliser for brands in times of global economic recession. It is paramount to revive and reinvent relationships that connect the brands to emerging consumer needs. Businesses are under pressure to play a more supporting role in giving meaning to people’s life and position themselves on issues such as diversity, local culture vs. globalism, racial justice, sustainability and community.

Marketing teams in 2021 should reflect on what explicit or implicit needs are being met and consider the impact you can have on users’ lives, functionally or emotionally. Integrate purpose as a living element of the communication, product, brand experience and brand commitment rather than treat it as an isolated concept. Re-engage with consumers and their issues in a transparent, meaningful, connected way, and be ready to make sacrifices for the public good.

 

Imperative #3: Organisation performance and innovation:

Almost two in three leaders don’t feel they have the right operating model to be competitive. During the pandemic 20% of businesses experienced growth. There are lessons to be learned from these companies that will transform how businesses are run. 59% of companies that achieved growth during the pandemic pivoted their business model, while more than a quarter invested more in innovation. Recovery will require businesses to make drastic changes to old ways of working and significantly review and invest in organisational performance.

Create a feedback loop with your employees and consumers to ensure your corporate narrative and long-term strategic priorities are still relevant and to accelerate your learning curve and consistently scale best practices. People’s new rituals need to be at the heart of the portfolio innovation strategy. Innovation is one of the key characteristics that enable meaningfully different brands to rebound up to nine times faster. Reinvent channel strategies - remember people crave human connection. Elevate the human experience even in digital environments. Only one in four consumers are satisfied with retailers omnichannel presence. Siloed-organisations that isolate customer experience from sales and marketing need urgent reorganisation to get a holistic view of how to reactivate demand. 


 

In discussing Kantar’s advice for marketing leaders Rosie Hawkins, Chief Innovation Officer at Kantar commented “Adapting to new conditions and being brave are key to fast recovery. Virtually every business we interviewed for this study agreed that consumer behaviour has changed for good. Whether it is how they shop, their product needs, their customer service needs, we need to reset what we know about customer behaviour in the future. History has taught us that businesses that are brave during these recessionary periods rebound stronger. Understand your changing customer needs, invest as much as possible in gaining share of voice (and share of market), adapt your strategy to leverage more digital shopping and service channels. Every company has an opportunity to reframe the experiences they deliver to offer purpose-driven actions and they should not be afraid of serving this important new role in society.” 

 

Preeti Reddy, CEO – South Asia, Insights Division, Kantar added, “In this changing world order, it is an imperative that organizations and brands continue learning about changing consumer preferences and adapting strategies on a real time basis. This will need businesses to be agile and to develop mechanisms that capture information from multiple sources to aid decision making. This will also mean that the need to build stronger, more resilient brands will only increase further; and also to build a strong communication network to communicate brand value and intent to customers on an ongoing basis. Consequently, the role of marketing in driving future strategies of the organization will become even more significant.”

 

Kantar’s three imperatives for rebound and recovery are part of Global Business Compass. More insights can be found on Kantar.com.

 


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The first Opinion Poll of 2021: ABPNetwork-CVoter Survey unravels the political battles of the year
Jan 19 2021 By Admin
  ABP Network is the first media network to conduct an Opinion Poll Survey for all four states and a union territory that go to polls in 2021 - West Bengal, Tamil Nadu, Assam, Kerala, and Puducherry. Conducted with research partner CVoter (Centre for Voting Opinion & Trends in Election Research), the opinion poll survey aims to provide a clearer picture of how the ballot game stands for the five states. Last year, as the highly-dramatic Bihar Elections drew to a close, ABP Network’s Exit Poll was the only poll in the industry to hit the mark. It not only vindicated a prediction of a close fight, but also produced an accurate vote share projection. What’s more is that, this Opinion Poll Survey marks the beginning of ABP Network’s reign in the southern region as the network is likely to soon catapult into the Tamil Nadu market.  The ABPNetwork-CVoter survey revealed that as per public opinion, TMC is leading in West Bengal with 43.0% vote share (154 to 162 seats), whereas BJP stands second with 37.5% vote share (98 to 106 seats). West Bengal Party Alliance : Votes Alliance Votes 2016 Results 2021 Projection Swing TMC 44.9 43.0 -1.9 BJP 10.2 37.5 27.3 INC+LEFT 32.0 11.8 -20.2 Others 12.9 7.7 -5.2 Total 100.0 100.0 0.0 West Bengal Projected Range Of Seats Alliance Seats From Seats To TMC 154 to 162 BJP 98 to 106 INC+LEFT 26 to 34 Others 2 to 6 Total 294   In Tamil Nadu, UPA is leading with 41.1% vote share (158 to 166 seats), whereas NDA stands second with 28.7% vote share (60 to 68 Seats). Others grab the third spot with mere 15.7% vote share (0 to 4 seats). Tamil Nadu Party Alliance : Votes Alliance Votes 2016 Results 2021 Projection Swing UPA (DMK+Congress+Others) 39.4 41.1 1.7 NDA (AIADMK+BJP+Others) 43.7 28.7 -15.0 MNM 0.0 6.7 6.7 AMMK 0.0 7.8 7.8 Others 16.9 15.7 -1.2 Total 100.0 100.0 0.0 Tamil Nadu Projected Range Of Seats Alliance Seats From Seats To UPA (DMK+Congress+Others) 158 to 166 NDA (AIADMK+BJP+Others) 60 to 68 MNM 0 to 4 AMMK 2 to 6 Others 0 to 4 Total 234             In Assam, NDA is leading with 43.1% vote share (73 to 81 seats), whereas UPA stands second with 34.9% vote share (36 to 44 Seats). Others grab the third spot with mere 13.8% vote share (0 to 4 seats). Assam Party Alliance : Votes Alliance Votes : Assam 2016 Results 2021 Projection Swing NDA 41.9 43.1 1.2 UPA 31.0 34.9 3.9 AIUDF 13.0 8.2 -4.8 Others 14.1 13.8 -0.3 Total 100.0 100.0 0.0 Assam Projected Range Of Seats Alliance Seats : Assam From Seats To NDA 73 to 81 UPA 36 to 44 AIUDF 5 to 9 Others 0 to 4 Total 126   In Kerala, LDF is leading with 41.6% vote share (81 to 89 seats), whereas UDF stands second with 34.6% vote share (49 to 57 Seats). BJP grabs the third spot with mere 15.3% vote share (0 to 2 seats). Kerala Party Alliance : Votes Alliance Votes : Kerala 2016 Results 2021 Projection Swing LDF 43.5 41.6 -1.9 UDF 38.8 34.6 -4.2 BJP 14.9 15.3 0.4 Others 2.8 8.5 5.7 Total 100.0 100.0 0.0 Kerala Projected Range Of Seats Alliance Seats : Kerala From Seats To LDF 81 to 89 UDF 49 to 57 BJP 0 to 2 Others 0 to 2 Total 140   In Puducherry, NDA is leading with 44.4% vote share (14 to 18 seats), whereas SDA stands second with 42.6% vote share (12-16 seats). Others grab the third spot with mere 10.7% vote share (0 to 1 seat). Puducherry Party Alliance : Votes Alliance Votes : Puducherry 2016 Results 2021 Projection Swing SDA (Congress+DMK) 39.5 42.6 3.1 NDA (AINRC+BJP+ADMK) 30.5 44.4 13.9 MNM 0.0 2.3 2.3 Others 30.0 10.7 -19.3 Total 100.0 100.0 0.0 Puducherry Projected Range Of Seats Alliance Seats : Puducherry From Seats To SDA (Congress+DMK) 12 to 16 NDA (AINRC+BJP+ADMK) 14 to 18 MNM 0 to 1 Others 0 to 1 Total 30   The past two years have certainly been action-packed as far as elections and shifts of power are concerned, but 2021 is going to be even more momentous. Key regions like Tamil Nadu in South and Assam in North-East will make the political battle all the more engrossing. As for the methodology and survey details, the CVoter survey reached out to a total of approximately 5000+ people in  Assam, 6000+ people in Kerala, 1000+ people in Puducherry, 15000+ people in Tamil Nadu, 18000+ people in West Bengal, making it a total of 45000+ people. It was conducted through CATI (Telephonic survey).
West Bengal’s leading news channel, ABP Ananda announces special programming line-up for Assembly Elections 2021
Jan 18 2021 By Admin
   As political parties gear up for a high-octane assembly election in West Bengal this year, ABP Ananda is ahead of the curve in keeping the nation apprised. The channel has launched an extensive programming line-up for the upcoming West Bengal Assembly Elections under the umbrella branding of ‘Banglar Bidhan 2021’. In fact, by the dint of its comprehensive coverage on all key events & issues, the channel has been a market leader in West Bengal since over a decade. At 50 mn Reach, ABP Ananda has reached 90% of all Bengali TV viewing households. [Source: BARC; TG: 2+; Mkt : West Bengal; Period: Wk 12-34’20, Cum Reach (in Cr)]                                                                                                                           With over 100 reporters, 12 anchors, and 2500 hours of programming, ABP Ananda will be providing the latest updates from every corner of Bengal to its viewers. Having made history in the Bengali News genre, the channel has 7 district studios based out of: Tamluk, Durgapur, Barrackpore , Siliguri, Midnapore City, Baharampur, and Cooch Behar, to ensure the viewers don’t miss out on anything.   Owing to its popularity in West Bengal, ABP Ananda has taken a bevy of sponsors on-board for Banglar Bidhan such as presenting sponsors Toptech TMT, Rashmi Cement, ABP Weddings, Dabur Red Paste, Ajanta Shoes & Glucon-D. The show is co-powered By Macho Hint & Ganesh Gold Dalia.       In order to ensure top-notch coverage on all political affairs of the state, there will be a bouquet of 15 plus programming segments on the news channel. Banglar Bidhan 2021 will bring a wide variety of shows under its ambit such as Tarokar Chokhe Taroka Kendra - A highly-acclaimed show wherein Tollywood celebrities will visit key constituencies, acting as ABP Ananda reporters, bringing out two different POVs from each constituency/district. The show will have a travelogue format with a political overview; Chalti Hawa - A travelogue show with a meld of politics and culture, Chalti Hawa will delve into the local folk art, cuisine, and politics of rural Bengal, in one-single pot boiler; Voter Baddi – ABP Ananda will also be running parody videos in its news wheels. The parody songs/music will be composed by top bands and singers of West Bengal, and their videos will be produced by the channel itself.    Other interesting shows like Power Meal – a non-political capsule on the campaigners’ diet during the campaign spree, will provide a relief to the viewers from the otherwise politically laden news wheel; and Mukho Mukhi - A show which will entail a series of exclusive interviews with political heavyweights. Furthermore, ABP Ananda will be conducting Opinion Polls and Exit Poll to gauge the electoral pulse of the voters.   On this comprehensive line-up, Mr. Avinash Pandey, CEO, ABP Network said, “ABP Ananda has always pursued its vision towards responsible & impactful journalism, delivering top-notch content to Bengali viewers worldwide. We have always ensured unique, compelling, and comprehensive coverage when it comes to issues of both local and national importance. We are confident that Banglar Bidhan 2021 will bring all aspects of the election to its viewers, accurately and promptly.”
ABP Majha rules the news-genre with a whopping 7 million subscribers on YouTube
Jan 06 2021 By Admin
  Marking its leadership position in the digital sphere, ABP Network’s Marathi News Channel, ABP Majha has reached a whopping 7 million subscribers on YouTube. As ABP Majha, along with other regional & national channels, recently reinvented its look & feel with a brand new identity, the network is already starting to witness massive growth on all fronts. In fact, ABP Network’s regional properties have been thriving both on digital and broadcast by the dint of a fresh outlook on content & overall visual language.    While ABP Majha has always held a leadership position in the highly-competitive market of Maharashtra, its burgeoning subscriber base on YouTube further demonstrates the ever-growing potential of the news channel on digital.   The new identity of ABP Majha, coupled with a fresh and unique take on content has certainly been critical in achieving this milestone. This accomplishment truly embodies the new vision of the network, which places focus on the striking concept of ‘limitlessness’. The concept of limitlessness not only lays emphasis on delivering truth ‘beyond limits’ to the viewers but also represents the network’s undying spirit to work towards betterment relentlessly and stop at nothing.    In terms of content, ABP Majha has extensively covered the COVID-19 situation in Maharashtra, while also pursuing exclusive stories on the issue. Other memorable coverages include the Nisarga Cyclone, the Ayodhya issue, and other exclusive content on Ganesh Chaturthi.  The flagship show of ABP Majha, ‘Majha Katta’ has also elevated the overall content offerings of the channel by having topical guests like Soham Wangchuk, Sonu Sood, Urmila Matondkar, Sanjay Raut, Ramdev Baba, Sudha Murty, Asha Bhosale, and Javed Akhtar on the show.   Furthermore, ABP Majha was the first news channel to conduct a show (Majha Vision) on Maharashtra government’s response & planning in combating COVID-19.    In its new form, the channel is therefore breaking free from the shackles of conformity to bring something unique to its viewers every single day. Other than providing ‘news beyond limits’, the network is also putting together video content, podcasts and other forms of digital media to create greater value in this new era. This has been another major contributory factor towards the speedy growth of ABP Network.   On this development, Mr. Avinash Pandey, CEO, ABP Network said, “This milestone only gives us more confidence to innovate and evolve ourselves with the changing times. All of our hard-work seems worth it, when we see the faith our viewers have in our content. This is just another stepping stone towards our ever-growing leadership and our goal to conquer the digital segment.”

Agencies

Wunderman Thompson Launches Annual Future 100 Report; Reveals 100 trends that will shape 2021, from touchless travel to micropreneurs
Jan 22 2021 By Admin
     Wunderman Thompson, a WPP agency, announced today the launch of its annual Future 100 report, lifting the lid on trends shaping the coming 12 months. The report is developed by Wunderman Thompson Intelligence, the agency’s futures think tank and innovation unit.   These wide-ranging trends look at creative innovations set to go mainstream along with shifts in consumer behaviours across 10 sectors.   The one hundred trends are drawn from the culture, technology, travel, branding & marketing, food & drink, beauty, retail, health, business and finance sectors. For the first time the report also looks at work trends, as a mass shift to home working and rising unemployment upends our professional lives.   Mel Edwards, Global CEO, Wunderman Thompson commented, “At a time when gaining a competitive advantage has never been more important, the Future 100 report reveals the key trends that will shape consumer behaviour and define the way ambitious brands engage with their customers during the coming year. These insights will help marketing leaders inspire growth for their organisations and move forward into 2021 with confidence and optimism.”   Developments under the spotlight include:   Micropreneurs: Move over side hustles, there is a startup boom is in the making, fueled by the pandemic and rising unemployment, driving more and more people to make entrepreneurship their next career move   Immunity wellness: The world has never been so interested in how our immune systems can be boosted and the coming year will see numerous experts telling us how, from ancient treatments to DNA research   Mobilizing fandom: Fandoms are taking on a life of their own, moving from simply consuming pop culture to becoming amplifiers and content creators for their idols, online and en masse, with global K-pop fans leading the way   Unbiased banking: Another industry where inclusivity is on the rise is banking – specifically the online-only neobanks, including Simba and Greenwood, which address the frequently overlooked needs of minority groups   Cloud gaming: As video games become the latest media to get Netflixized, major players, including Amazon, Google, Tencent, Microsoft, Sony and Facebook, are betting big on cloud gaming   Touchless travel: From check-in and baggage drop to bathrooms and in-flight entertainment, every aspect of air travel is being reimagined to minimize contact and maximize hygiene to rebuild consumer confidence in travel   Big Brands Go Circular: From Gucci to Uniqlo, fashion brands are getting into the second-hand business, driven by rising sustainability concerns and slimmer wallets   Ghost kitchens: Influenced by the growth of delivery-first dining, this new restaurant concept sees off-premises dining prioritized   Foraged ingredients: Not another food trend, but a beauty one, with the emergence of new skincare brands made with wild-harvested plants and promising potent results   Live commerce: Retail-tainment is moving online with engaging, tailored shopping experiences using video streaming to demonstrate and sell products and interact with customers in real time   Emma Chiu, Global Director at Wunderman Thompson Intelligence, said: “Few of us will have experienced quite as much drama on a societal and global level as we did in 2020 and the fallout from that is more new trends than we’ve seen since we started publishing The Future 100, and behaviours which had been evolving slowly thrust into the mainstream. Knowing which of these trends matter and why has never been so important for marketers at a time when the very survival of many brands depends on adapting at pace.”   Download the full report here: https://www.wundermanthompson.com/insight/the-future-100  
New Advisory Board Reflects Type Directors Club Commitment to Diversity
Jan 22 2021 By Admin
     The Type Directors Club, the leading global typography organization, has enhanced diversity within its leadership with the announcement of a new TDC Advisory Board.   The Advisory Board, which includes five new members, is the first elected by TDC membership since the organization became part of The One Club for Creativity last October. The merger provides TDC with resources and infrastructure to broaden and grow its programming and aligns with TOCC’s existing emphasis on promoting diversity and inclusion.   Joining as new members are: Cey Adams, artist, designer, Cey Adams Studios, Brooklyn Dr. Nadine Chahine, director, ArabicType Ltd, London Manija Emran, founder, creative director, Me & the Bootmaker, Los Angeles Zelda Harrison, principal, ZHarrison & Associates/ZELDESIGN, Los Angeles Saki Mafundikwa, founder, director, Zimbabwe Institute of Vigital Arts (ZIVA), Harare Returning to the TDC Advisory Board are: Elizabeth Carey Smith (chair), designer director, Saturday Design, New York Paul Carlos, principal, Pure+Applied, New York; adjunct faculty, Parsons School of Design, The New School Liz DeLuna, principal, main5design, New York; professor, Graphic Design, St. John's University Carrie Hamilton, designer, Carrie Hamilton Design, New York; instructor, The City College of New York John Kudos, managing partner, KUDOS Design Collaboratory, KASA Collective, New York Bobby C. Martin, Jr., founding partner, Champions Design, New York Joe Newton, designer, illustrator, educator, Anderson Newton Design, New York Juan Carlos Pagan, founding partner, executive creative director, Sunday Afternoon, New York YuJune Park, partner, cofounder, Synoptic Office, New York; assistant professor, Communication Design, Parsons School of Design, The New School Christopher Sergio, vice president, group creative director, Henry Holt & Co/Macmillan Publishers, New York Christopher Sergio has also been appointed to represent TDC on The One Club Board of Directors.  Carol Wahler continues in her role as TDC executive director.   TDC will continue to be run as an autonomous, committee-based organization, with the Advisory Board responsible for all TDC programming, effective January 2021.     A top priority of the new TDC Advisory Board is to take action on how to authentically address the industry’s stark inclusion and diversity problems through representation, membership and programming.     “The new members bring a wealth of experience and diverse perspectives to the TDC Advisory Board, helping us create new paths forward in the creative community and maintaining our commitment to celebrating typographic excellence,” said Elizabeth Carey Smith, TDC past-president who will serve as board chair.   Established in New York in 1946, TDC celebrates and amplifies the power of typography and serves as a global community united by the shared belief that type drives culture and culture drives type.  The organization runs the esteemed TDC Communication Design and TDC Typeface Design competitions, produces The World’s Best Typography® annual, coordinates traveling global exhibitions of award-winning work, offers scholarship programs and hosts conferences, classes, workshops, Type Salons and a design jobs board.   The One Club is the world’s foremost non-profit organization whose mission is to support the global creative community.  The club takes revenue generated from entries to its global awards shows -- including The One Show, ADC Annual Awards, Young Ones Student Awards, Young Guns and others -- and puts it back into the industry to fund programs under its four pillars: Education, Inclusion & Diversity, Gender Equality and Professional Development.     These programs include the annual Where Are All The Black People diversity conference and career fair, ONE School free portfolio program for Black creatives, Creative Boot Camps for diverse college students, Right the Ratio Summits addressing gender equality, 2nd Skill to train traditional creatives on UX, UI and content strategy to upskill and future-proof them for the second creative career, Global Educators Summits, Creative Leaders Retreats, mentorship programs for more than 200 young creatives each year, bi-annual Saturday Career Workshops for high school students, and more.
MOMS Outdoor Media Solutions appoints Prashant Mishra as VP – North & East
Jan 19 2021 By Admin
  MOMS Outdoor Media Solutions, the outdoor unit of Madison World has appointed Prashant Mishra as Vice President – North & East.    Prashant Mishra has over 19 years of experience in Brand Management, Business Development & Buying with specialization in  Out of Home and Activation. Prior to joining MOMS Outdoor Media Solutions, Prashant was the North Regional Head at Milestone Brandcom based in Delhi, where he worked for 10 years. He is also an ex-Madisonite, having worked with MOMS as a Sr. Manager – Client Servicing from 2003 to 2009.    Commenting on this appointment to the team, Jayesh Yagnik, CEO, MOMS Outdoor Media Solutions says, “We’re happy to welcome back Prashant to the team as VP – North & East region. Prashant comes with close to 19 years of experience armed with the knowledge of new business development, client servicing, strategic buying skills and many other aspects to help grow the business and strengthen our work in the North & East region. I look forward to working with him.”    Returning to MOMS Outdoor Media Solutions Prashant Mishra, VP – North & East says, “I’m excited to be back at MOMS Outdoor Media Solutions and Madison World, this time in a new role with added responsibilities. I’m looking forward to working with the team and grow the business. We have exciting times planned ahead.”    Madison OOH is a part of Madison World and operates several brands including MOMS, Platinum Outdoor, Activation specialist - Madison TURNT, Rural specialist - Anugrah Madison, Retail Specialist – MRP, Out-Sel and Entrust. MOMS Outdoor Media Solutions handles marquee clients like Asian Paints, Raymond, HDFC Life Insurance, Discovery, IDFC First Bank, Welspun, Blue Star, Walmart and MedLife to name a few. MOMS Outdoor Media Solutions is a part of Madison World, which through its 11 companies served last year, as many as 500 advertisers.   
Wunderman Thompson South Asia’s first ever influencer film for Tata Pravesh featuring VVS Laxman
Jan 19 2021 By Admin
  Strength, Beauty, Durability. These are the 3 principal qualities that consumers seek in a door, especially if that door happens to be the entrance to their house. Historically, wood has been the material of choice because it has these 3 sought after attributes.   In an attempt to alter behaviour in favour of steel, Tata Pravesh, a brand of doors & windows from Tata Steel, recently launched the Akela Hi Kaafi Hai (AHKH) multi-media campaign with Gajraj Rao as the brand ambassador. The objective was to drive awareness of and consideration for steel wall opening solutions by highlighting features like unmatched strength, termite & fire resistance and zero maintenance.    To add further fillip to the AHKH campaign, Wunderman Thompson South Asia has conceptualized the very first influencer film for Tata Pravesh featuring VVS Laxman. VVS was known for his inner strength and impeccable style, characteristics that are true of Tata Pravesh as well.   The film takes place in Laxman’s home. VVS talks about how, from the day he has retired, he has been on the lookout for the next great player. Someone who has the inner strength to perform even when the pitch is on fire. Someone who can play a long innings - not laboriously but with style.   Who is this champion Laxman is talking about? Watch the film to discover the next VVS.     Commenting on the film, P. Anand, Chief - Services & Solutions, Tata Steel Ltd., said, “Tata Pravesh steel doors and windows with the elegance of wood, combine strength, style and durability. They are a one-stop solution to many hassles in the existing door / window offerings. The film draws a parallel between the brand and VVS Laxman who embodies the qualities of Tata Pravesh.”   Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, Kolkata, said, “One can never forget Laxman’s fantastic innings at Eden Gardens and his epic partnership with Dravid. The perfect mix of grit, determination and style that characterized that partnership is echoed by Tata Pravesh, which combines the strength of steel with the elegance of wood.”   Credits: Client: Tata Pravesh - a brand of Tata Steel. Agency: Wunderman Thompson Project Head: Vijay Jacob Parakkal, Sr. VP & Managing Partner   Creative Team: Moeinuk Sengupta, Creative Director Aniket Chatterjee, Copywriter   Account Management: Nilanjan Sarkar, Client Services Director   Production house: Talking Tree Media Director: Ann Kurian Client Servicing Manager: George S. Assistant Director: Abhishek Sarkar DOP: Retnasingh Camera Assistants: Abhilash, Nandan Art: Sherry Zacharias Editor: Sanjay Jayaprakash VFX Editor: Naveen B