Video Sessions | MMA Global

Speaker Presentations

Presentations the MMA has permission to post are available for viewing and download below. View the full agenda.

Thursday, May 19, 2022

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Welcome Address

9:30 AM - 9:40 AM
Moneka Khurana, Country Head & BOD Member, MMA Global India
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Inaugural Keynote

9:40 AM - 10:00 AM
Amit Jain, MMA India Board Chair; Chairman, Sanofi Consumer Healthcare
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What it takes to Build Winning Marketing Organisation?

10:00 AM - 10:15 AM

Key Takeaways:

  • Marketing-capability fit has a 3X impact on firm performance
  • Marketing capability fit also has a strong relation to top-line growth rates
  • A study suggests that a 1% improvement in marketing capability fit leads to a 2.5% increase in sales growth after accounting for size, age, R&D investments, advertising investments and intensity of competition.
  • Customer experience is defined as driving three different areas of capability--the first being able to enhance offering design, the second is improving journey orchestration and the third one is augmenting the value of the offering to the customers.
  • Winning marketing organisations exhibit higher customer experience fit compared to lagging marketing organisations
Dr. Sundar Bharadwaj, The Coca Cola Company Chair, Professor of Marketing, The University of Georgia, The Terry College of Business
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Commerce for many Indias

10:15 AM - 10:35 AM

E-commerce for many Indias: enabling consumer and brand diversity.

Sankalp Mehrotra, MMA India Board Member; Vice President of Monetization, Flipkart
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5 principles to build online experiences in Indian Languages

10:35 AM - 10:55 AM

With 50% of India’s internet users coming online in the last 5 years, we are witnessing India’s linguistic diversity manifesting itself in the online world. Today, more than 45% of urban consumers prefer to consume content exclusively in an Indian language.

To help advertisers, and agencies successfully reach out to the Indian language users on the internet, this session will focus on the challenges that language first users face on the internet, and the top principles that will help you build for them.

Pratyush Sinha, Mobile Transformation Lead, Google India
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The Metaverse: What is it? Who is it for? Who will build it?

10:55 AM - 11:15 AM

We will walk you through the idea of the Metaverse - detailing why it exists, how it works, what it hopes to achieve, why it matters, and how it will strengthen the creator community overall. We will use Epic Games as a reference to showcase the ecosystem it provides for everything you need to start, ship, grow, and stand out from the crowd when building for the Metaverse.

Arvind Neelakantan, Technology Evangelist , Epic Games
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Road to the Metaverse: Interaction and Immersion

11:15 AM - 11:35 AM

Arun Srinivas discusses how businesses can harness the interactive tools today for growth, and prepare for an immersive future

Key Takeaways:

  • What is the metaverse?
  • What can the metaverse mean for my business?
  • How are businesses already embracing the interactive tools today?
Arun Srinivas, MMA India Board Member; Director & Head of Ads Business (India), Meta
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Keynote: From Mythos to Socios to Ethos

11:55 AM - 12:20 PM
  • Understanding of the epochs of human evolution - from Karma to Jnana to Bhakti to Nyaya
  • Tracing them through the epochs of corporate evolution - from Industry to Information to Individual
  • And thus applying them for consumer communities, content & communication

Key Takeaways:

  • The causality between civilizational/ societal tropes and individual aspiration
  • The emerging vocabulary of corporate, human and marketing worlds, and their glossaries
  • The Self Source Model of Me, Mine & Mankind for Human Resonance
Eika Chaturvedi Banerjee, Founder & CEO-Eikam |Board Member| Oxford Chevening Fellow, Eikam Resonance
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Why the Lockscreen is the next big thing for brands!

12:20 PM - 12:50 PM

Home to millions of connected consumers, India is in the midst of a content revolution. Be it gaming, shopping, or binge-watching, today's generation is looking to satiate their wants and needs instantly - making them Gen Now. Glance answers this need, here and now, on the Lock Screens of 173 million users. We're giving brands the opportunity to engage with their audience through a variety of fresh formats - including native content – display and video, interactive rich media experiences, one-click app installs, games, surveys, polls and quizzes.

Hear from leading advertisers as they discuss how they are winning Gen Now with the power of the Lock Screen.

Sneha John, Director Marketing, Swiggy
Steve Vinod, Senior Marketing Manager - Sales Marketing Lead, Meesho
Diptakirti Chaudhuri, VP Marketing, Bajaj Auto
Atul Sharma, Media Lead INSWA, Coca-Cola Company

Moderator:

Vasuta Agarwal, Chief Business Officer, Consumer Platform Advertising, InMobi, InMobi Glance
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Innovative Use of Voice & Audio in Advertising

12:50 PM - 1:10 PM

We all know that voice & audio as mediums are intuitive, growing and sticky platforms with huge scope for innovation, BUT there are several unanswered questions that come in the way of marketers adopting the mediums. This session with industry experts who have actually looked to lead this space via innovations and the use of technology will throw further light on how unique and effective these mediums can be.

Karthik Nagarajan, Chief Content Officer , Wavemaker
Anil Viswanathan, Managing Director, Mondelez Kinh Do
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Unveiling: Modern Marketing Reckoner - Building Winning Marketing Organisations

2:00 PM - 2:30 PM

An agile tool to enable marketers to build winning marketing organisations in 2022.

It is inspired by the MMA Global Report. It finds that the differential in sales growth performance for firms with low and high marketing capability fit is 3X or three times. In fact, a 1% improvement in marketing capability fit for firms is associated with a 2.5% increase in sales growth based on a detailed study which was conducted to establish a structured methodology and framework thereby enabling organisations to match capability fit to drive growth and performance.

The India report at Impact showcases how capability fit can be improved and brings forth an ecosystem POV to share key insights and expertise on building winning marketing organisations. A must attend and a must download toolkit to build winning marketing organisations.

Download the report here.

Shekhar Banerjee, Chief Client Officer and Office Head, West, Wavemaker
MVS Murthy, CMO, Federal Bank
Pawan Sarda, Group CMO (Marketing, Digital & e-Commerce), Future Group
Karthik Nagarajan, Chief Content Officer , Wavemaker
Moneka Khurana, Country Head & BOD Member, MMA Global India

Moderator:

Vineet R. Ahuja, MMA India Board Member; MD and Lead, Accenture Song in India
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The Need for Antivirus in Digital Marketing

2:30 PM - 3:00 PM

Every company running digital campaigns, from the largest spenders to the new-age start-ups, are bleeding precious marketing spends on account of ad fraud. The level of ad fraud may vary between channels, but the size of the problem is big enough for advertisers to improve their ROI by taking action against it.

Key Takeaways:

  • Learn about ad fraud issues, that permeates media marketing campaigns to performance-driven campaigns
  • Addressing the problem of low conversions persists because of fraudulent traffic
  • Who is responsible to combat ad fraud

Join us to learn the part the entire ecosystem plays to restore the much-required trust and transparency.

 

Jahid Ahmed , Sr. Vice President and Head of Digital Acquisition/Website/Content & Social Media Marketing, HDFC Bank
Imran Kantawala, VP & Head: Digital Marketing, Sharekhan Ltd, part of the BNP Paribas group

Moderator:

Dhiraj Gupta, CTO & Founder, mFilterIt
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Marketing & Beyond - A Fireside Chat with Manisha Lath Gupta

03:00 PM - 3:30 PM

Key Takeaways:

  • How to build winning marketing teams - what does it take? Why do teams often fail?
  • What is the role of Diversity in Marketing? Why is it important?
  • From a marketing perspective, what remains constant across industries, and what changes?
  • What are the megatrends in this fast-changing world that will impact how marketers work and think? How will they impact us and what should we do? What remains the same, despite all the changes in media, digital & technology?
  • What is the role of marketers on a fast heating planet? How can they play their part to reverse or reduce the decline in our habitat?
  • How can marketers self regulate? Where to draw the line in this hyper-competitive world?
Manisha Lath Gupta, Marketer, Entrepreneur and Sustainability Practitioner,
Sonali Krishna, Editor, ET Now
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Keynote: Future Consumer Engagement with Beauty

03:30 PM - 03:50 PM

Virtually Live

The future of beauty will be shaped through game-changing green sciences, powered by beauty tech and multiplied by cutting edge technologies. In this talk, Asmita highlights how L’Oréal and it’s 34 international brands are preparing for a 2030 beauty consumer and pivoting more immersive consumer experiences with Extended Reality like A/R, V/R, etc. that will strive for greater consumer authenticity & proximity, bringing relevant services & automation, with the hybrid use of humans & bots.

Asmita Dubey, Global Chief Digital & Marketing Officer and Member of the Executive Committee, L'Oréal
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Cutting Cha(i)t with Sukhleen & Cyrus

3:50 PM - 4:20 PM

An easy flowing conversation between Sukhleen & Cyrus will cover a range of topics from Sukhleen & Cyrus's career journeys, the challenges faced by Sukhleen as a business leader and a recent mother of twins, how the pandemic has changed the overall consumer & market behaviour and also how maintaining a healthy mental and physical balance in today's extremely evolving world is so critical...

Sukhleen Aneja, MMA India Board Member; Chief Executive Officer of the Good Brands Co, Ex Good Glamm Group
Cyrus Broacha, Indian TV Personality and Podcaster,
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First Party Data – The Value Lever for Digital Marketing

4:20 PM - 4:50 PM

Many organizations across industries have developed an appreciation for customer data, especially first-party data. But most do not have a strong conviction to invest in solutions to capture, manage and leverage customer data effectively. Panellists will share expert opinions on the subject and discuss specific use cases that can deliver business outcomes.

Key Takeaways:

  • The business value that first-party data can lend to an organization
  • The specific use cases that various organizations can target to realize this value
  • What is needed to undertake the data-led marketing transformation journey
Anuj Kumar, Co-founder, Chief Revenue & Operating Officer, Affle
Dippak Khurana, Co-founder & CEO, Vserv
Tejinder Gill , General Manager, The Trade Desk, India

Moderator:

Deepak Bakshi, Managing Director , Accenture Song in India
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Keynote Session: Future of Virtuality

4:50 PM - 5:20 PM

Virtually Live

Since the beginning of the Internet, the concept of 'cyberspace' and 'online worlds' has been a constant theme and the subject of numerous famous science fiction plots, as well as the core objective of many startups. Given that we are now living in the era of exponential, science fiction is increasingly becoming science fact. Virtualisation is the inevitable future of everything, yet dehumanisation needs to be kept in-check at all times.

Key Highlights:

  • Virtual application of AR, VR & MR
  • Evolution of Web (Web 3.0, NFT, etc.)
  • The implication of Web 3.0

 

Gerd Leonhard, Futurist, Keynote speaker, Author,
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Virtuality - An India Perspective

5:20 PM - 5:30 PM

From buying real estate on the metaverse to job interviews in the metaverse, from enabling musical concerts to weddings, corporate India is abuzz with excitement about the possibilities of the Metaverse. It is time to do some number crunching to size up the likely metaverse-ready audience in India, and understand their profile and interests to connect better with them.

Puneet Avasthi, Director, Specialist Businesses, Insights Division, Kantar
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(23.58 MB, PDF)
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Closing Remarks

5:30 PM - 5:35 PM
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Friday, May 20, 2022

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Welcome Keynote - WMO Theme Explained

10:30 AM - 10:40 AM

Setting the tone to the day and demystifying the need to focus on building winning marketing organisations as a part of this year's theme - a structural framework of changing the environment of creating customer value and firm value which together deliver growth and performance. Learn ways of retooling and reshaping existing structures to rethink the environment completely.

Prasanth Kumar, MMA India Co-Chair; Chief Executive Officer, South Asia, GroupM
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Enabling commerce for the next wave of digital Indians

10:40 AM - 11:00 AM

As digital access in India goes deeper into the country geographically and to different levels of digital literacy, building for these new users poses new challenges. This session will showcase some of the work by Flipkart to enable the next wave of digital users to access, use and trust e-commerce.

Naren Ravula, VP, Head of Product Strategy & Deployment, Flipkart
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Metrics that Matter

11:00 AM - 11:30 AM

A key barrier to the adoption of digital media strategies is the lack of universally accepted standards around metrics to measure digital media. In this session, the industry experts will talk about the commonly agreed-upon solutions and metrics to measure digital media, that will make the adoption of digital media easier for Indian advertisers.  
 
Key Takeaways:

  • Output vs Input metrics - what matters for business?
  • The methods to measure output metrics
  • What tools are available in India for brand and sales measurement?
Sandeep Bhushan, Director and Head of GMS,India,Meta, MMA India Board Member
Pratham Hegde, Director and Head of Measurement, India, Meta,
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Unveiling: Brand Safety Reimagined - A toolkit for the modern marketer

11:30 AM - 12:00 PM

Today's landscape has seen brands aggressively venturing into the digital space to market and sell their products via social and other platforms. Such a scenario makes it imperative for one to be extremely discerning, considering that appropriate positioning and reputation of the brand play a critical role today keeping in mind the awareness levels of the end consumer.

To highlight the increasing significance of Brand Safety, this report captures the essence of the topic basis domain expert views. The report carries some very rich and objective insights on collectively promoting the significance of Brand Safety.

In this session, besides emphasizing the key findings/pointers of this report, experts will also talk about the importance of Brand Safety, the guardrails they follow and recommend to the industry at large, and the evolving digital environment which makes it even more imperative for one to harness the appropriate brand safety measures.

Geetanjali Bhattacharji, Founder & CEO, Glassbox Ventures
Arvind R P , MMA India Board Member; Chief Marketing officer (CMO), McDonald’s India
Chintan Soni, Co-Founder and CEO, mFunnel.ai
Nitin Gupta, Founder & CEO, Xapads
Moneka Khurana, Country Head & BOD Member, MMA Global India

Moderator:

Faisal Kawoosa, Founder, TechARC
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Keynote: Winning in the Evolving Marketing Landscape

12:00 PM - 12:30 PM

The Evolving Marketplace will identify the four forces driving change which are multi-polar: globalization, demographic shifts, technology, and the long-term impact on mindsets due to Covid19. It will then identify the five ways marketing is changing using a framework called the 'ABCDE of Marketing' (audience, brand, content, data, and enterprise) to show how marketing has evolved. 

Key takeaways: 

  • The need to spend an hour a day learning
  • The need to build a case for the opposite of what we think 
  • To prepare for the future by actually doing and not just writing decks
Rishad Tobaccowala, Author of Restoring the Soul of Business: Staying Human in the Age of Data, Advisor | Speaker | Educator
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Fireside Chat: The Metaverse is the Medium

12:30 PM - 12:50 PM

The Metaverse - a topic that has sparked the imagination of consumers and brands as the next big thing, with a promise to reshape the internet. It's also often misunderstood which is true for most emerging technologies. Join us at IMPACT 2022 as we discuss and debate what the Metaverse means for Indian Consumers and Advertisers.

Dolly Jha, MMA India Board Member; Chief of Product & Research, BARC India
Rohit Dadwal, Managing Director, MMA APAC
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Keynote: How the role of marketing is changing and what it takes to win?

12:50 PM - 1:10 PM

In an era of unprecedented change, swirling headwinds and ever-increasing business pressure, Lou Paskalis, MMA President and COO, will share his thoughts on what it takes to lead a winning marketing organization. At a time when marketing has never been more important to the success of the business and indeed the global economy, marketing is being asked to take on additional responsibilities in areas ranging from customer experience, attribution, data and analytics to brand safety and suitability. Simultaneously, we’ve seen evidence of other organizations seemingly de-emphasizing the marketing role or conflating it with other roles in the C-Suite.

Lou will talk about how to make sense of these seemingly conflicting trends, the implication for the future of marketing and how marketers will need to “lean in” to reassert their role in delivering on the CEO’s growth agenda. Topics will include:

  • Organizational alignment
  • Leadership
  • Boundary-spanning
  • Growth frameworks
  • Building a winning narrative
  • Customer experience design and delivery
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Unveiling : Modern Marketers' Guide to leveraging Data & MarTech

1:10 PM - 1:40 PM

The Modern Marketers Guide to Leveraging Data & MarTech is an insight-packed, action-oriented playbook. This second edition focuses on why Data and MarTech need to be looked at from the same lens to ensure that together they create great business impact.

Key takeaways from the session:
• Industry Survey 2022 outcomes - Understanding the Data and MarTech maturity of organisations
• How do brands build connected customer experiences?
• Personalisation in a cookieless world, leveraging micro-moments, hyper-personalization
• Technology and digital experiences in which the marketing world is investing in
• What is the right MarTech stack for one’s brand/organisation?
• Real-world success stories of impactful MarTech and Data led solutions in addressing today’s business problems

Prashant Singh, Country Manager, India, RTB House
Kunal Aman, Director and Head - Marketing and Communications - India, Middle East, Turkey & Africa, SAS
Moneka Khurana, Country Head & BOD Member, MMA Global India

Moderator:

Neeraj Pratap Sangani, CEO, Hansa Cequity
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Holistic Marketing

1:40 PM - 1:55 PM

Marketing straddles across multiple functions in an organization. The primary role of Marketing is to create Value- Customer/Consumer Value and thereby Firm Value. The world is constantly evolving, more so now and so are consumers. Organizations and marketers need to evolve to keep pace. Nurturing Leadership is a key aspect of evolving Marketers. A more holistic and consumer-centric approach is key to success.

Rajesh Ramakrishnan, MMA India Board Member; Managing Director, Perfetti Van Melle India
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(637.37 KB, PDF)
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Closing Remarks

1:55 PM - 2:00 PM
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