aller trendcamp - jugaad, mandeep malhotra
DESCRIPTION
Mandeep Malhotra of DDB Mudra Group presents "Jugaad - The art of doing business in India". Aller Trendcamp september 2012, Helsinki Finland.TRANSCRIPT
!"#$%&'%((
!"#$%%&'()#*+'!",+-./"''0-#$,1'2!"#$13'456.'(%&.%78%/'4954'
)*+*,-.( /*01-23+(430*(
$562(430*(
/*01-23+(7(!-81*9-+:((;--:1(
!*3+<9(
=8<-.->?*( @--:(7(A*?*03B*1(
)*,92-+-BC( D*:63(
$*0?6,*(%2:81<0C(
@6232,*(
"2*0BC(
43<*B-0C("EF*06*2,*'
D-1<(3G30:*:(,-..826,3>-21(B0-8F(62(%2:63(62(HIJIKJJ(:-#'-;%/'5<9'"="/$6>')#?,@$)#*'.+%'7-6.'=-#'81'"#'A#$)"#'"*%#?1'".'.+%'&/%6B*)-@6'C"##%6'D)-#6'
32 offices across India Over 15 clients each with more than $1 bn
revenue 12500+ people 130+ awards in 2011 Rs 1200 cr.+ mass media buying The only full services agency in top 5
media agency in the country Among the top media buyers on Star
Network, NDTV Network, CNBC Network, BCCL Group…
Mudramax is a thoughtful , innovative and thinking agency.!
DDB Mudramax is the finest ‘through the line’ broad spectrum experiential and engagement agency in India
Its size and strength coupled with a strong Indian DNA, gives it a unique flexibility of operating from a 500 populated village to a 16 million megapolis
)9*(.-1<(F-F8+30(F+3,*(<-(.**<(61(
1-@'?"#'",6-'7%%.'.+%7'".'7",,6>'/%6."@/"#.6>'7@,B&,%E%6>'8,"?F8%//1'7%66%#*%/6'"#$',)#F%$)#'
)9*(L*1<(03:6-((1<3>-2(61(1-@'?"#'",6-',)6.%#'.-'7@6)?'-#'GH5'/"$)-'6."B-#6>'G4'7@6)?'?+"##%,6>'-#'7-8),%6'"#$'.+%'#%.'
D-1<(F*-F+*((1**(?6:*-1(-2(1-@'?"#'",6-'=".?+'.+%7'-#'HG5'.;'?+"##%,6>'&)/".%$'?$6'"#$'&%#$/);%6'
$F-0<(61(
6-')6'=))>')&+-#%>'I"&"F>'')&,>'%&,>''#8">'==J'"#$'6@$-F@'
)9*(.-1<(F-G*0M8+(.*:63(61(F*-F+*(",6-'KL>'#%=6&"&%/6>'7"*"I)#%6>'#%.>''[email protected]+-7%>'6&-/.6>'6-"&6>'7-;)%6'"#$'/%."),'
)9*(2*G1F3F*0(G6<9(<9*(96B9*1<(M-++-G*01(61(
1-@'?"#'",6-'?-#6@7%'#%=6';)"'N>'676>'59HOO''#%=6&"&%/6>'P9'#%=6'?+"##%,6'"#$'.+%')#.%/#%.'
!"#$%&'()*+,$-&
&-(.-0*(3(F3<9(<-(F80,931*()9*0*(30*(F3<91(<-(F80,931*(
=(<03N,(O3.(61(3(P(.*:63(*?*2<(=(9-81*(931(Q(0*.-<*1(
=(F*01-2(,32(93?*(H(.-L6+*1(=(:3C(931(JR(F06.*(>.*1(
=(.3++(931(.32C(G**5*2:1(F*0(G**5(
D32C(%2:631(
./%%)&Indian for intellectual masturbation
0%+"#&1)&&'&234"&5,*3/&
26$+&$+&,6"&7%8$)(&*9&&
,6"&+4:;-*),$)"),<+&&
9%+,"+,&(3*=$)(&&
)*;>$)"&%(")-/&
K-'#-'-#%'+%/%>'+-#%1'
K/")#'D)F%''"'!"/)#%'
'-,&?$8"&'&@$3%,"&
@%3,&&!%3$)"&
'-,&A&%&7*,>"/&-3"=&
1##&!%)&B)&
Policeman Cab driver
22 year old dad Professor
Art Dealer Scuba Diving Trainer
Banker
26"&CD'E&
5F4)8&G4)("3&@%++$*)&
@4+6$)(&26"&?$7$,+&&
'-,&H&!%8"<"7&&F>%/&/*43&(%7"&
'&!"#$%&13(/&Client until then had 2 partners – creative & media
!"#$%&%()*+,$-&&)*,&7"#$%&#$I*3-"#&
D*&G%>9&
!"%+43"+&
'-,&J&@4,&,6"&9$(6,&&$)&,6"&#*(&
D*&+$>I"3+&$)&%&F$,-6&
57%>>&&,6$)(+K&&:",,"3&
L"+4>,M&D*&&
*)"&&6"3"K&&
6*)"/&
Farming and Hunting aren’t two choices
They are inseparable
26"&NO*7F%++<&->$"),&+%,$+9%-,$*)&+,4#/&3%,"+&4+&%&P&*)&Q&
One new business pitch every 4 days
One new client every 10 days
500 employees 12000 promoters 37 cities in India
Campaigns in
5000 towns &
½ a million villages
Ahmedabad Mumbai Bengaluru Chennai Delhi Hyderabad Kolkata Kochi Chandigarh Pune Bhubaneshwar Patna Ranchi Jaipur Lucknow Vijayawada Indore Bhopal Amritsar Gorakhpur Mangalore Meerut Ajmer Goa Aurangabad Hubli Jabalpur Shimoga Mohali Dharwad Eluru Nanded Dinajpur Pratapgarh Sitapur Murshidabad Nadia
AR&-%7F%$()+&4F&%,&%)/&F*$),&*9&,$7"&
,6"&7*+,&%=%3#"#&%(")-/&)",=*38&$)&$)#$%&won over 230 awards in the last 2 years
!"#$%&'(")-/&&L%)8$)(+&
HRAA&Mindshare 9
DDB Mudra Max 8 OMD 8
Lodestar Universal 8 Zenith Optimedia 7
Madison Media 7 Starcom 6
Mediacom 6 MEC 6
Aegis Media 5
SI"),+&T&@3*7*,$*)+&&'(")-/&*9&,6"&/"%3&
11G&'(")-/&*9&,6"&/"%3&
O%7F%$()&5F"-$%>$+,&'(")-/&&in India & The sub-continent, 2 years in a row
26"&G%FF$"+,&'(")-/&*9&,6"&/"%3&
!%#"&$)&B)#$%&M&L"%#/&9*3&,6"&=*3>#&
“How can one portray an ageless civilization that was the birthplace of four major religions, a dozen different traditions of classical dance and three hundred ways of
cooking a potato?
AUH&0$>>$*)&@"*F>"&
India
29 states, 6 union territories
17% of the world’s population, 324 indivuduals/ sq km
1683 languages; 850 in daily use; 24 official
A country of contradictions. A country of acceptance.
India
Many religions and diverse cultures within one India
Hindus 82.4% 840 mn
Muslims 11.7 % 110 mn
Christians 2.3% 20mn
Sikhs 1.9 %
Buddhists 0.8%
Jains 0.4 %
Jammu Kashmir
Himachal Pradesh
Uttar Pradesh
Rajsthan
Punjab
Haryana
Madhya Pradesh Gujrat
Maharshtra
Bihar
Orissa
Andhra Pradesh
Karnataka
Tamil
Nadu
Kerala
West Bengal
Assam
Arunachal
Pradesh Nagaland
Manipur
Mizoram Tripura
Meghalya
Samaj Dharitri
TOI / ET HT NBT
Tribune Punjab Kesri
Raj Patrika Dainik Bhaskar
TOI /ET Guj Sam Sandesh Divya Bhaskar
TOI /ET Mid Day
Sakal Navbharat Lokmat
TOI DH Prajavani Vijay Kar
Hindu / NIE Mal Mano Mathrubhumi
Hindu /ET Dina Thanthi Dina malar
Hindu /DC Eenadu Vartha
Dainik Bhaskar Navbharat
TOI / HT Dainik Jagran Amar Ujala Aaj
TT/TOI/ET ABP Bartamaan
Assam Tribune Shillong Times Sentinel Asomiya Pratidin Dainik Jugasanka Mawphor
Excelsior Amar Ujala
Hindustan Daink Jag
That vary across food, colour and language
“Anything you say about India is true. But so is the opposite.”
India
Nothing is what it seems to be
Traditional yet modern Very rational yet highly emotional
India
A land of paradoxes
Auto rickshaws co-exist with the Benz and Bentley
Luxury cars sell on waiting lists, in a land that values fuel economy
A woman in a business suit, is not always more successful than the
woman in saree.
Youngsters on cruisers aren’t the irreverent rebels
you’d imagine them to be
6 Yard Sari Soft Quilt Floor Mop
Daily Newspaper Wrapping Paper Window Cleaner
Ketchup bottle Water Bottle Indoor Plant Holder
Toothbrush Silver Jewellery Scrubber Wash Basin Cleaner
D)J%'"Q%/'$%".+'
“We’re like this only!”
V">-*7"&,*&&B)#$%&&&26"&0$3,6F>%-"&*9&W4(%%#&&
1)"&*9&,6"&*>#"+,&-$I$>$X%,$*)+&$)&,6"&=*3>#&&
$-80,*1S'C+)#"R'ASTU'A#$)"R'VWTXV0A'&/-Y%?B-#6Z'
26"&V*3>#+&Y*4)("+,&C"7*(3%F6$-&&
4'-J'.+%'!-6.'V-&@,".%$'?-@#./)%6'
$-80,*1S'C+)#"R'ASTU'A#$)"R'VWTXV0A'&/-Y%?B-#6Z'
1)"&*9&,6"&7*+,&-*7F",$,$I"&
-*4),3$"+&$)&,6"&=*3>#&&
SZ-"++$I"&043"%4-3%-/&&&
?%-8&*9&B)93%+,34-,43"&&
D"-"++$,/&$+&,6"&7*,6"3&*9&%>>&&$)I"),$*)&&&
!"#$%&#'()*(+,-'.((
!/0'#&+01(-2(3(4#&+#$0()*(+,0'0.(((
V6%,&"Z%-,>/&$+&W4(%%#&E&&
W4(%%#&$+&%&7$)#+",&&
T3>-23+(<962562B(( 40*3>?*("E*,8>-2(( U8B33:((
[ \
]+"&=6%,&/*4&6%I"K&,*&(",&
=6%,&/*4&)""#&^&&&&&&
W4(%%#&$+&"),3"F3")"43$%>&&
1)"&& !%)/&&&_&
@*>$-/$I")&&(3*=,6&&
@"*F>"$I")&(3*=,6&&
W4(%%#&%+&O3*=#+*43-$)(&&
26"&B)#$%)&L4F""&5/7:*>&M&`*3K19&
%)#&0/&,6"&F"*F>"&&
Indian Burger, Paan Ice Cream, ‘Sitar Guitar, and ‘Super Kitsch’
W4(%%#&$+&"%+$>/&3"F>$-%:>"&&&
B,&3"+4>,+&$)&+*>4,$*)+&,6%,&%3"&%99*3#%:>"&%)#&+-%>%:>"&&&&&
K",F)#*'=).+-@.'.",F)#*' ' ' '
V/%6%/;%'%[@)&7%#.'.-',"6.',-#*MWA\'
04,&!*+,&$7F*3,%),>/&K&W4(%%#&$+&&17)$F3"+"),&&&!5&&(6)#(,370(+)(1)(-'(&))8(3$)#21(9.((
Print or Radio – The talking newspaper
V6%,&"Z%-,>/&$+&W4(%%#&E&&
JV U8B33:(61(3(.62:1*<(<93<(,-.L62*1(03>-23+(<962562B(32:(,0*3>?*(*E*,8>-2(<-(*EF*:6<*(3(F0-,*11((
HV U8B33:(61(*2<0*F0*2*8063+(W(6<(0*X860*1(32(82,-2?*2>-23+(3FF0-3,9(<-(,-2?*2>-23+(F0-L+*.1(((
RV U8B33:(61(*316+C(0*F+6,3L+*(32:(,-1<(*Y*,>?*((
'##$)(&%&+6*,&*9&W4(%%#&,*&/*43&>$9"&^&&
]?-#-7)?'K)7%6'^'V-=%/'-J'A$%"6'
]?-#-7)?'K)7%6'^'V-=%/'-J'A$%"6'
W4(%%#&%+&%&,**>&9*3&&$#"),$9/$)(&%&F3*:>"7&&&&
!521(+,02(')&7-2:(-+(4,03%&6.((
G*7"&9**#&C">$I"3"#&a&#%/+&%&=""8&^&&
Jugaad A nation full of ideas The world’s cheapest car
Jugaad - Logistics solutions
Jugaad - Mobile barber Shop
Jugaad - Is our word for inventiveness Bicycles used for knife sharpening Coconut tree climbing equipment Washing Machines used as Lassi (butter milk) makers
Cars are used as mobile shops Tractors used for screening movies
My Technology
W4(%%#&%+&"7F*="37"),&&
T/"#$6'C-77@#)?".%'"/-@#$'%7&-=%/7%#.'
]7&-=%/7%#.'-J'?-#_$%#?%'
Perception Changed in July 2009. . . !
]7&-=%/7%#.'"*")#6.'*-;%/#7%#.'
`)/?%,'
G*=&#*&/*4&7%8"&W4(%%#&=*38&9*3&/*4&E&&&&
JV U8B33:(31(3(<--+(M-0(6:*2>MC62B(F0-L+*.1(HV U8B33:(31((3(<--+(M-0(40-G:1-80,62B(((RV (U8B33:(31(3(<--+(M-0(*.F-G*0.*2<((
')#&?%+,&:4,&)*,&,6"&&>"%+,&K&=$,6&W4(%%#&bUU&&&
26"&>%+,&7$)4,"&$+&%>=%/+&,6"&7*+,&F3*#4-,$I"&&&&
V6%,&-%)&S43*F"%)&04+$)"++"+&>"%3)&93*7&,6"&
B)#$%)&W4(%%#E&&5Z'T/%"F'J/%%'J/-7'&/-?%66'$/);%#'8%+";)-/>'"$-&.'"'7-/%'' a%E)8,%'"&&/-"?+'4Z'D%"/#'J/-7'-.+%/b6'7)6."F%6'^'K"F%'.+%'8%6.'J/-7'.+%'=-/,$'PZ'C@,.@/%'=),,'%".'6./".%*1'J-/',@#?+'''GZ'cK+%'C-#6@7%/')6'#-.'"'7-/-#>'./%".'+)7',)F%'1-@/'=)J%b''<Z']7&-=%/'&%-&,%'.-'%7&-=%/'.+%'#"B-#'HZ'C/%".%'$)6/@&B-#'.-'7-;%'J/-7'&")$'7%$)"'.-'%"/#%$'7%$)"''
(),%#?%'@#).%6'"'#"B-#'$);)$%$'81',"#*@"*%6'