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Havas Media Network India fuels innovation with pioneering research through latest whitepaper
Mumbai: In a resounding declaration of intent, Havas Media Network India, the media arm of Havas India, has embarked on a relentless quest to craft innovative and meaningful intellectual properties (IPs) that resonate powerfully with brands and marketers navigating the ever-evolving advertising industry. This whitepaper marks a pivotal milestone in understanding the evolving Indian e-commerce landscape.
At the vanguard of this mission stands its latest and extremely timely whitepaper – ‘Shaping Consumer Experiences: How India Buys & How Tech is Shaping E-Commerce Adoption & Experience.’ This whitepaper is an uncharted expedition into the heart of India’s e-commerce realm, where seismic technological innovations forge its destiny. The report is launched at a time when India is taking valiant strides in the retail and ecommerce sector which is likely to touch $2 trillion in the next decade (source BCG*).
In an era of rapid digital transformation, where technology and e-commerce are central to consumer shopping behaviour, this whitepaper delves into the catalytic role of technologies such as immersive AR/VR, AI-driven chatbots, Web 3.0, and ONDC in empowering consumers and driving business growth.
This whitepaper was unveiled at the 12th edition of TiE Delhi-NCR’s Internet Day 2023 (iDay 2023), an initiative dedicated to fostering an ecosystem of technopreneurs and investors, bringing together industry-leading tech visionaries.
Conducted in collaboration with YouGov and NFX across 10 key markets, this research prioritizes the preferences of online shoppers and tech enthusiasts aged 18 to 45 years. Data collection employed a hybrid approach, encompassing computer aided web interviews and focused group discussions alongside personal interviews.
The study offers a profound analysis of how Indian consumers are reshaping the e-commerce landscape and how technology serves as the driving force behind this transformation. It sheds light on evolving consumer behaviour patterns, preferences, and expectations, emphasizing technology’s pivotal role in shaping these experiences.
With the proliferation of smartphones, accessible internet connectivity, and innovative digital platforms, e-commerce in India has witnessed an unprecedented surge. These factors not only fuel online shopping adoption but also redefine consumer interactions with brands, purchase decisions, and post-purchase experiences.
Key Insights – What can brands do to enhance customer experience in an ever-evolving digital landscape:
Tier-Based Shopping Patterns: The whitepaper uncovers distinct shopping behaviours across different city tiers in India. Urban areas prioritize convenience and variety, while smaller towns emphasize affordability and value. Brands are encouraged to tailor their marketing strategies to cater to these unique preferences.
Rise of Social Commerce: Instagram and Facebook now play a pivotal role in brand discovery and engagement. Peer and influencer-generated content drive shopping decisions, effectively turning social media into a direct shopping platform. Brands are urged to harness this trend for enhanced credibility, trust, and engagement.
Elevated Role of Direct-to-Consumer Brands (D2C): D2C brands are gaining momentum, particularly among younger consumers. Their authentic narratives and personalized products are capturing interest. Established brands should consider collaboration with D2C brands to align with evolving consumer choices.
Technological Empowerment & Convenience: Technology is revolutionizing shopping by providing convenience and empowerment. Features like chatbots, voice assistants, and AR offer seamless assistance, immersive experiences, and instant information. Brands that effectively integrate these technologies can elevate customer experiences and foster brand loyalty.
Commenting on the report, Havas Media Network India CEO Mohit Joshi said, “The findings of this whitepaper emphasize the transformative power of technology in reshaping the retail landscape in India. As consumers embrace the convenience and possibilities offered by e-commerce, businesses must adapt to these changing dynamics. At Havas, we recognize the significance of these trends and remain committed to innovating strategies that bridge the gap between businesses and tech-savvy consumers. Our data-driven approach enables us to create resonant and meaningful connections, ensuring that brands thrive in this evolving business environment.”
Havas Media India, chief strategy officer Sanchita Roy added, “Understanding the nuances of consumer behaviour at various city tiers is pivotal for brands to connect meaningfully with their audiences. The insights from this study underline the importance of localized strategies that align with distinct preferences. As the retail landscape evolves, customization of marketing approaches becomes a powerful tool for capturing consumer loyalty and driving growth.”
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Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
