MAM
Brand-time-performance wins the day as Warc unveil ‘Pace Principles’
MUMBAI: Speed met substance on day two of Goafest 2025 as Warc unveiled findings from the ‘Pace Principles’ report—a pioneering marketing effectiveness study rooted in Asian data. Amid the sun, strategy, and scribbles at Taj Cidade de Goa, two marketing heavyweights cut through the jargon to drive home a single truth: performance and branding aren’t rivals, they’re running mates.
Sujeet Kulkarni – Global Advisory Consultant, Lions Advisory opened the session by underscoring that Warc’s insights are backed by the creative might of the Lions ecosystem. He dismissed the longstanding divide between brand-building and performance marketing. “Measuring brand and performance separately is a false premise”, he said. Instead, he urged marketers to view it through the lens of ‘brand-time-performance’, emphasising the role of time in cementing long-term success.
According to Kulkarni, the sweet spot lies in marketing across six-and-a-half channels—a curious yet data-driven benchmark for campaign momentum. He stressed that marketers must “use time as an ally” to stay committed to sustained brand narratives.
Warc India editor Biprorshee Das brought regional nuance into focus. He argued that speed has been wrongly cast as the enemy of brand investment. Citing Asian campaigns, he showed that a 50:50 split between conversion-focused and brand-building strategies yields the highest effectiveness. Das cautioned against treating long-term branding as a siloed initiative. Instead, he championed the “multiply effect”—a marketing phenomenon where cross-channel, time-sensitive integration drives better returns.
The session didn’t shy away from bigger truths either. “Culture is not just about geography—it’s about the values we share”, Kulkarni concluded, suggesting that culturally relevant brands don’t just survive—they scale.
The findings mark a turning point for marketers in Asia, urging a rethink on how success is measured—not just by short-term spikes, but by long-haul gains. With campaign tracking recommended beyond active periods, the call for better measurement frameworks grew louder through the day.
Brands
Govt moves 16.68 lakh email IDs to Zoho cloud platform, spends Rs 180 crore
Rs 180 crore spend backs push for secure, sovereign email system
NEW DELHI: The government has migrated around 16.68 lakh official email accounts to a cloud platform operated by Zoho, with total spending touching Rs 180.10 crore so far, Parliament was informed.
The update was shared by the Ministry of Electronics and Information Technology in the Lok Sabha on April 1, highlighting a steady expansion of the Centre’s push towards a secure, homegrown digital infrastructure.
The migration has been carried out by the National Informatics Centre, which appointed Zoho as the master system integrator following a competitive bidding process on the Government e-Marketplace. The selection included a proof of concept phase involving shortlisted vendors and government users.
At its core, the initiative is aimed at creating a secure and sovereign email ecosystem for ministries and departments, with the government retaining full ownership of data and intellectual property. The shift also reflects a broader push to reduce reliance on global platforms for critical communication infrastructure.
Costs are tied to usage. The government pays between Rs 170 and Rs 300 per account per month, depending on storage capacity, which ranges from 30 GB to 100 GB. Billing is based on the number of active accounts migrated to the system.
The latest numbers mark a significant jump from December, when about 12.68 lakh accounts had been moved, including 7.45 lakh belonging to central government employees. The pace of migration suggests an accelerated rollout across departments in recent months.
With millions of accounts already onboarded, the project signals a clear shift towards digital sovereignty in official communications. As adoption deepens, the focus will likely turn to performance, scalability and user experience, ensuring that security does not come at the cost of efficiency.
