MAM
A good idea can come from anywhere: Melanie Varley
GOA: At a time when digital is certainly the next big thing, delegates at the ongoing GoaFest were treated to some great work in the online space. In her session aptly titled “Celebrating Great Media Work,” MEC global CSO Melanie Varley spoke of emerging trends in digital and how brands can tame that shape-shifting beast called digital…
Excerpts of the interview…
What made you visit GoaFest?
I was invited by my GroupM India team. They asked me if I could come down here and share some of my global experiences. My presentation was thus based on ‘Celebrating Great Media Work’. It spoke of some of the best campaigns across countries that got recognised at the Cannes Lions 2013.
As a jury member at the Cannes Lions last year, what are your observations on the performance of emerging markets? And, how did Indian brands crack the digital code at the Cannes Lions?
Different markets have different maturity levels. The more the market grows, the more it will get exposed to business opportunities. I think India has extremely good talent. It is about the right time. As I mentioned, countries like Brazil and China have set a great example in the world of marketing. All that they have tapped on is some blending of inspiration and ideas in the right proportion.
What are some of the digital marketing lessons that Indian brands can take from their western counterparts?
While a brand sits down to ideate its mainline campaign, it should defiantly have a digital plan incorporated at the very beginning. Brands should analyse how digital media is impacting their business. There is a plethora of options that brands have today on digital. Once a brand is clear with the purpose of it being on digital, there is a lot that it can explore. Digital offers a lot of data learning. If brands tap on it rightly, a lot of work can be done effectively.
What are the things that brands should keep in mind to leave creative impressions on social?
Brands need to understand that for digital, engagement is the key success factor. It is also important to decode if a digital campaign is adding any value to the brand. The might of small screens is much more than TV if used wisely. Customising messages for multi-screens thereby becomes essential. Ways of engaging consumers should not only be impressive but also impressive. According me, at the end of the day, a good idea can come from anywhere.
How can social media help local brands scale up?
If smaller brands want to get their due presence on social, all they have to do is create something that will make people talk about.
Brands
Tata Sons defers decision on chairman N Chandrasekaran’s third term
Term runs till 2027, but board differences are stalling extension talks
MUMBAI: Tata Sons has deferred a decision on whether to extend the tenure of its chairman, N Chandrasekaran, injecting fresh uncertainty into the leadership timeline of India’s largest conglomerate.
The board had last year cleared a third executive term for Chandrasekaran running until February 2027, when he turned 65. However, deliberations on any further extension were put on hold this week after differences emerged during a board meeting, CNBC-TV18 reported, citing people familiar with the matter.
The pause underscores internal strains as the group pushes through an aggressive investment cycle while grappling with uneven financial returns. The Economic Times reported that Chandrasekaran himself asked for discussions on his reappointment to be deferred after some directors raised concerns about mounting losses at several newer businesses.
Those concerns were led by Tata Trusts chairman Noel Tata, the principal shareholder of Tata Sons. Other board members countered that losses were expected in early-stage, capital-intensive ventures designed to secure the group’s long-term position.
Since taking charge in 2017, following the ouster of Cyrus Mistry, Chandrasekaran has driven a phase of expansion and consolidation. Over the past five years, the tata group has nearly doubled revenue and more than tripled net profit and market capitalisation, while committing about Rs 5.5 lakh crore to investments aimed at making the conglomerate “future fit”, according to its latest annual report.
Recent numbers, however, present a more mixed picture. Tata Sons reported a 24 per cent rise in revenue to Rs 5.92 lakh crore in fiscal 2025, while net profit fell 17 per cent to Rs 28,898 crore.
In its annual report, the company said the year opened with expectations of macroeconomic stability and easing inflation. That optimism faded as uncertainty over global trade policy intensified, complicating the operating environment.
For now, the question of leadership continuity at the apex of the Tata Group remains unresolved and closely watched by investors assessing the cost and conviction behind the conglomerate’s long-term bets.
