MAM
DDB Mudra Group’s Point of New reveals shifts in 2021 consumer trends
New Delhi: DDB Mudra Group has unveiled Point of New, an e-book comprising a collection of essays that examine lasting shifts in consumer behaviour brought on by the pandemic. Using the group’s proprietary Signbanking process, over 600 Covid specific small signs of social change were aggregated over the course of eight months. Authored by the group’s strategy team, these 15 essays act as a guide in shaping decisions for the new world.
Point of New showcases the impact of new rituals in a post-Covid world on people, businesses and society at large. The essays discuss the new rules of the new world modelled on themes that keep the wheel of life in motion such as being, identity, consuming and parenting amongst others.
The research began by studying people's lifestyle and daily routines in their natural environment without intrusion. This anthropological approach to understanding consumer behaviour as it plays out in day-to-day lives helped predict larger cultural and behavioral shifts.
DDB Mudra Group national strategy head Amit Kekre said, “The pandemic has forced us to consider a new and hopefully a better tomorrow. Just how much better this new world will be, depends on how we construct it. It depends on the choices we make on our path to the new. While a lot has been said about the pandemic from a quantitative point of view, ‘Point of New’ goes a step further. The essays contemplate what aspects of the new world could be truly meaningful and which might need us to exercise caution as brand and business owners.”
MAM
Ameya Velankar steps down as Uber’s head of marketing for India & South Asia
Veteran marketer exits after more than seven years with the ride-hailing giant.
MUMBAI: After more than seven years of steering Uber through the bumpy roads of India’s mobility market, Ameya Velankar has decided to change lanes. Ameya Velankar has stepped down as Head of Marketing for India and South Asia, marking the end of a significant chapter at the ride-hailing company. He had been with Uber since 2019, taking on multiple roles in product and category marketing before rising to lead the marketing function for the region in 2021.
During his tenure, Velankar played a key role in strengthening Uber’s positioning in one of its most competitive and dynamic markets. He helped drive localised marketing strategies and scale adoption across key offerings such as Auto, Moto, Rentals and Intercity, tailoring global platforms to Indian consumer needs.
Prior to joining Uber, Velankar built his marketing expertise at leading consumer companies including SC Johnson and Marico, where he handled category and product leadership roles. His career began at RPG Enterprises.
Details of his next professional move have not been disclosed.
In a fast-evolving mobility landscape where brands constantly battle for attention, Ameya Velankar helped Uber stay relevant and resonant with millions of Indian users. As he moves on from the driver’s seat of marketing, the company will now look for fresh ideas to keep its wheels turning smoothly.
