Marketing Innovators: When innovating makes business sense

The term innovation simply connotes something “new” or “different” making the consumer say, “hey, how about that”. How often is innovation carried out in the marketplace and an even more difficult question to answer is – “when was your last innovation?” While Pitch is on a look out to find the top five brands for its category – ‘Marketing Innovators’, it has shortlisted twelve most powerful candidates for the grand awards’ night of Pitch Brands 50 Awards- For Excellence in Marketing, presented by ABP News, in partnership with Percept to be held on June 12 at Leela Kempinski.

While more than 20 brands made it to the shortlist after going through a comprehensive shortlisting process of Pitch’s editorial team, 11 were selected to go to the next level. As the award night will decide the top five winners, let’s take a quick-peek look at the 11 names that went to the jury.

While the jury was chaired by Ramesh Jude Thomas, President, Equitor Consulting, other jury members included marketing professionals and professors such as Rahul Sen, International Brand Advisor; Ramanajuam Sridhar, Founder and CEO, Integrated Brand Comm; Subroto Chattopadhyay, Chairman, Peninsula Foundation; Sunil Gupta, Marketing Partner, South Asia, Results International Group; Ashok Pratap Arora, Marketing Professor, MDI

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Social Marketers - Brands which believe in People and Planet

Going beyond the mere goal of ‘Profit-Making’, organizations that have an objective vision with a social cause in place, are the ones that are the real growth drivers for the economy, is what Ramanujam Sridhar, Founder and CEO, Integrated Brand-comm has to say about ‘Social Marketers’, one of the ten categories of the Pitch Brands 50 –Awards For Excellence in Marketing, presented by ABP News, in partnership with Percept to be held on June 12 at Leela Kempinski in Gurgaon.

Sridhar further says, “When organizations have a clear strategy in mind that reaches to the grass root level in terms of business and social good, then we have a winning organization in shape.”

While more than 30 brands made it to the shortlist after going through investigative – scrutiny of the Pitch’s editorial team, 13 were selected to go to the next level. While the jury has locked five winners, let’s take a quick-peek look at the 13 names that went to the jury.

One of the brands that made it to the shortlisted list was ‘Punar Vivah’, a daily soap on Zee TV, which is based on the trials and tribunes of remarriage in India. The show wanted to reach out to viewer’s battling the same taboo. So the question was how to communicate with the audience on this sensitive issue? Mobilox and Zee TV partnered in conceptualizing a mobile solution that would provide a platform for all viewers access to live counselling where they can seek professional help on issues enveloping around remarriage right from their mobile phone.

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Is your brand recharged?

While a “new look” is important, it is equally important to offer value to the customer either by way of a sharper focus or a clearer position. Recharger Brands have to constantly keep examining and contemporising themselves for consumers, who are constantly looking for newer and smarter options, is what Ramanujam Sridhar, Founder and CEO, Brand Comm has to say about ‘Rechargers’, one of the ten categories of the Pitch Brands 50 –Awards For Excellence in Marketing, presented by ABP News, in partnership with Percept.

According to Sridhar, the recharged brand is one that has rejigged itself and has done changes to it over the years while retaining its original characteristics and properties, making it attractive to an increasingly demanding younger audience.

While more than 25 brands made it to the shortlist after going through investigative –scrutiny of the Pitch’s editorial team, 10 were selected to go to the next level. While the jury has locked five winners, let’s take a quick-peek look at the 12 names that went to the jury.

One of the brands that made it to the shortlisted list of Rechargers is ‘Cinthol’, which revamped its identity with its adventurous -‘Alive is Awesome’ campaign with a new range of soaps, shower gels and deos.

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