MAM
Ipsos-Nestle joint paper bags first runner-up at 31st MRSI Annual Seminar
Mumbai: The 31st Annual Market Research Seminar has announced the winners. Ipsos-Nestle joint paper titled Potential Value of Innovative Reality and Metaverse in Consumer Research, submitted under the category Maiden Voyage has bagged the first runner-up spot. It was chosen from 100 entries across clients and market research fraternity.
The research paper elucidated on the potential of conducting consumer research in an immersive environment through virtual reality. This innovative approach allowed one to gather unfiltered and authentic responses from respondents, removing distractions and providing a unique immersive research experience. The immersive environment (Café verse) was a game changer on how we conducted research, enabling us to delve deeper into consumer insights. We conducted ‘Café verse’ research for Nestle’s Nescafe brand, specifically to test cafe themes. The results were nothing short of intriguing, providing valuable insights and informing strategic decisions.
The authors were Shelly Jain: research director, Ipsos India; Ashwini Sirsikar, group service line leader, Ipsos Qual and Synthesio, Ipsos India; Aprajita Chauhan: research manager, Ipsos India; Abhinav Goel, lead consumer insights, Nestle India and Smriti Jain, manager consumer insights, Nestle India.
The annual market research seminar with the theme Taming the Choppy Waters was held on 9 & 10 October 2023 at The Leela, Mumbai.
Ipsos India had seven shortlisted research papers in penultimate round. Ipsos had sent over 20 synopses in the first round.
Within the theme, the seminar sought submissions under the four key categories of – maiden voyage, adventure, steering and sailors, The objective was to understand the journey in choppy waters as well as new lands that have been charted through the endeavours. And to understand the navigation tools created and the new understanding landed about the new world.
Ipsos India CEO Amit Adarkar said, “We are very proud of our unprecedented participation and the 1st runner up win. The theme of the 1st runner up paper was futuristic and immersive and captured consumer views in the true sense. Unfiltered and experiential. This was a game changer for Nestle. Congratulations to our teams.”
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.
