COMFEST 2010 - HIGHLIGHTS

DAY 2 (View photo Gallery)

Session 1: "How Can Brand India Be Positioned As A Global Brand"

Panel: Dr.Dinesh Keskar, Mr.Jitender Bhargava

The session was chaired by Mr.Jitender Bhargava, Former Director Communications, Air India. Mr.Bhargava commented on how earlier India was seen poorly by the world but in the last 15 years that has changed dramatically. He concluded with how India matters as a global brand.

Dr.Dinesh Keskar, President of Boeing India and senior VP Sales, Boeing International spoke at length on how brand India can be positioned globally.

Some of the points he made were:

• The world economy has globalized. The internet has changed things.
• India was relatively unaffected by the economic crisis due to conservatism.
• Although the world market for high value products such as ships and planes is drying up the demand in India is growing.
• In 2003 forecast for planes was worth $25 billion (379 planes) but today it has grown to $127 billion (over 1000 planes).
• For the first time 50 million people are going to fly in India this year
• Aviation is growing at 15% per year in India
• India has unlimited potential and has barely scratched the surface.
• The hunt for talent in the future will be at a global scale and India will have an advantage.
• People from all over the world are flocking to break into the Indian market.
• Lots of global companies are owned by Indians.

During the Q&A sessions further points were discussed which included:

• Indian government can facilitate investment and support Indian businesses globally more actively.
• Clearances still remain a big issue in India.
• It's very difficult for foreign companies to do 100% ventures in India.
• Other countries such as Singapore and Thailand promote their brand much more aggressively.
• The India Shining campaign has really helped.
• Indian embassies around the world need to promote India more.
• Indians are not good at marketing ourselves aggressively.
• India lacks cheap accommodations suited to different budgets.

The session concluded with a vote of thanks for the panelists and presenting them with event momentos.

Session 2: Communications Fundamentals for Turnaround

Panelists: Mr.Roger Periera, Mr.Gerson DaCunha and Mr.P.M.Sinha

Mr.P.M.Sinha, Chairman, Bata India Ltd opened the session with his views on communications.

• Communications for change in policy to the government is important. Chambers of commerce must take a lead in this.
• In his 40 years in the communications field he has learnt from many gurus.
• Hindustan Lever's case to retain 51% foreign ownership.
• The crisis in the tea gardens of Dumduma with ULFA and how communications was used to mitigate the crisis.
• Every company must have a crisis management policy.
• Pepsi's 'Nothing Official About It' and 'Dil Mange More' campaigns emotionally connecting with the consumers.
• Work done on Indian Oil's Extramile, Extrapremium and Servo brands.
• Business leaders must travel to have more face to face meetings as far as possible.
• Create passion in the team through warmth of personal interaction
• How employee communication contributed to Bata's change from a loss making company into a profitable one.
• The challenge is to make each employee a communicator of the brand.

Mr. Gerson DaCunha, renowned advertising professional and communicator then spoke about his views on managing the brand during a consumer crisis.

His comments highlighted the following

• Quotes extensively from the book 'Brands Under Fire'.
• The UTI debacle with US64 and how it was handled by Mr.Damodaran by brining experience, charisma and exuberance. He controlled the situation through good communication.
• Mr.Damodaran toured major cities and spoke to people. Appointed FCB Ulka as the advertising agency and made sure no one left UTI.
• The Pepsi & Coke pesticide issue which created a big uproar in the media and much public indignation.
• The Cadbury worms in chocolate packs controversy and how it was handled and how it could have been handled better.
• Management must be visible during crisis and must communicate actively.
• Speed of response is critical during crisis
• Marketing communications has to move from 'Best Practices' to 'Next Practices'.
• A brand is always vulnerable and companies must always be prepared. Crisis communications will not repair damage done.

Session 3: Creating & Leveraging Communications Infrastructure For Global Leadership

Mr.Sam Pitroda, advisor to the Prime Minister of India on Public Information Infrastructure & Innovations spoke at length about the developments in India's communication infrastructure and how it can be leveraged for better communications.

Some of the points he made included:

• He started work on communications infrastructure in the early eighties as he was convinced it would impact the country.
• Earlier there were 2 million phones for 750 million people but now we are a nation of a billion connected people.
• The first phase of the telecom revolution is about to end and the second phase about to begin.
• India has a large network of fibre optic with only 10% utilization.
• Plans are on to connect all universities, libraries and research lab using the existing fibre optic network. This will change the concept of education.
• Role of the teacher will change to mentor.
• Plans are on to connect 250,000 panchayats across the country using the existing fibre optic network.
• Platforms such as UID, Mapping and National GIS are being developed.
• Government schemes such as NREGA will be better tracked through technology.
• A national payment platform is also planned.
• Urge communicators to create open platforms for youngsters to emerge.
• All current processes are obsolete such as school admissions which are legacies of the British Raj.
• All government filing should be electronic across all offices across the country. The concept of an e-file.
• One of the greatest communicator was Mahatma Gandhi.
• Don't build the country on the US model of consumption. Media is only interested in selling products, rich people and Bollywood.
• Problems of the poor don't get any attention.
• Communicators need to convey vision, new lifestyles and accomplishments. Communicate larger messages to the masses.
• 21st century model has to be based on cooperation and collaboration and should be scalable, sustainable and desirable.
• We should question all the old ways of doing things and come up with newer innovative ways of doing things.
• Provide low cost solutions and improved access.
• There is a window of opportunity now we should take advantage and communicators must contribute in their respective domains.

The conference was concluded with a vote of thanks from Mr.Jairam Menon.