Arun Iyer Curated

Founder and Creative Partner, Spring Marketing ...

CURATED BY :  

This profile has been added by users(CURATED) : Users who follow Arun Iyer have come together to curate all possible video, text and audio interview to showcase Arun Iyer's journey, experiences, achievements, advice, opinion in one place to inspire upcoming advertising professionalss. All content is sourced via different platforms and have been given due credit.

  • What was the first brand you worked on?

    Clinic Plus and Clinic All Clear. One of the first ads was a promo for Tamil Nadu about the launch of a ₹5 pack. I worked with very well-known lyricist called Pa Vijay on the jingle. I still remember that verbatim! Part of the reason I was assigned that job was because I knew Tamil.

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  • Incidentally, how did you get into advertising?

    I had an interesting journey. I started working while still in college. I did a brief stint in sales at Otis elevators. I sold auto rescue devices to a bunch of builders and my area of selling was Borivali to Virar. I would get off at every station between those two stops, every day after college at SIES, Sion. I then did a brief stint at Standard Chartered selling credit cards. I always knew I wanted something to do with writing whether in advertising or journalism. I enrolled myself in the ad and marketing course at KC, and took up a job with a small agency, Multiprint advertising. I used to wrap up work and then go to college. I soon realised what I was working on and what I was studying had very little correlation (Laughs). I moved to an agency called By Design, started by Rahul Gupta formerly of Trikaya Grey, from there to TBWA and then a little over six months at CNBC, working on in house ads for shows. I then moved to Lintas.

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  • There have been several people at the seniormost levels in advertising opting out of big holding company owned network agencies. Why do you believe this is happening?

    I don’t know about the others but in my case, being in a big holding company driven network agency was not a pain point. It’s just that an opportunity to check into a world I’m fascinated by has come along, and I’m carrying my expertise to it.

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  • Given your seniority, couldn’t you do this while still being a part of the system?

    To be honest, I would have loved for that to be possible. Once I can talk more about it, it will become apparent why I couldn’t do this while still being here.

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  • What’s next?

    I’m moving to something that’s been on my radar for a while. I’ve been drawn to the whole startup space: I find it fascinating, especially over the last few years, which I spent working closely with founders. There’s an opportunity being put together, as we speak. We are working a lot more closely with the startup ecosystem. It’s at a very early stage right now, so I can’t say any more about it.

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  • Why the decision to leave Lowe Lintas?

    It’s been a very difficult decision. I feel like a 16-year-old leaving home; it’s been 16 years, here. I am nervous, excited and scared. It’s been tough because I owe everything in my working life to this place. We’d been having a conversation about the future of the agency and how we need to shape it, for a while now. At this stage, we are all friends who’ve worked together for years. And so, I brought to their notice the fact that I have something going on in another direction. I’ll be taking the next half of this year to transition out and spend the first half of the next year to complete that process, as a consultant. I’ll do everything to make sure the shift is as smooth as possible.

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  • What are some of the key trends marketers need to tap on to win over new audiences in this ever-evolving sports marketing environment.

    I don’t think there are a specific set of trends. There are a lot of sports that we push in front of people and different sports entertain completely different set of audience in different parts of the industry. Every marketer needs to figure out whether associating with that specific tournament caters whom they are trying to reach and whether that audience is going to be engaged enough to make a difference to the brand.

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  • What are the typical brand objectives to invest in sporting properties and what metrics are used to measure the success of such a campaign?

    It depends from brand to brand, I don’t think there is one specific brand reason. A certain realty brand would want to leverage their season by being a part of a family viewing experience. There could be brands which are looking for a big launch and this could be the big platform for them – I think there is never one single brand objective. The metrics of measurement depends on the objective – if you’re looking for buzz then you will look at how much buzz was created for the brand, if you wanted to create recall or direct impact on sales; it all depends what the entry point is and that will determine the metrics.

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  • Do Indian brands need to take inspiration from their global counterparts in terms of what they do for tournaments like Superbowl and EPL?

    Not really because I think the content is very different. Superbowl is as big as IPL and a lot of stuff happens, but the content which America consumes, the reality of the American consumer is completely different from our country. There could be some ways in which media has been consumed which we can take inspiration from but apart from that the realities of both the markets are very different.

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  • Which campaigns stand out in the way they have leveraged Sports Do you think Indian Brands need more inspiration from global brands? (Referring to how Brands leverage- Super Bowl, EPL)

    Vodafone has done a great job of it from quite a long time, even Idea had done some really good campaigns. While there have been many brands that have done something creative, we will see more innovations this year.

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  • What is your view on how can the brands ride upon the unique opportunity that sports genre offers can?

    While there are a lot of offline opportunities, the real stuff happens while the game is on. The rest of it helps building buzz around the tournament. Many a times brands don’t have the budget of advertising during the match and they refer to offline opportunities, but that being said it does help. However, brands can leverage it slightly better than what has been happening.

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  • How do you think brand custodians can become more creative in leveraging and making their brands stand out among the clutter?

    One of the realities of IPL is that, while it is cluttered, it is expensive. So, how do you make sure your brand gets the maximum out of the bargain? That’s where creativity plays a big difference. If you can actually help brands get maximum recall in shorter durations, that’s the real play and that’s where the challenge lies. A lot of interesting stuff can come out of this. Similarly, how do you make sure you leverage the 45 day long tournament is what brands need to think about. There is a growing focus on non-live content around IPL and other sports leagues, as fans are getting to see facets beyond just the live match. Auction, Pre Post shows, building team rivalries pre match, behind the scenes etc.

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  • How can the marketers leverage the IPL in its new avatar differently over the previous seasons and gain maximum value?

    Hotstar has been streaming IPL for the last couple of years, it’s just that earlier you had to subscribe for it, this year you can tune it without subscription. Hotstar has grown tremendously y-o-y for the last few years. The regional language feeds are new and is actually good it does allow local brands along with big national brands to advertise. Brands can also localize, personalize, and have a national communication. Asian Paints for example, they have a national ad and they also have regional ads with different tones.

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  • Sporting properties offer more & more interesting opportunities to brands with leagues like IPL, ISL, PKL all becoming popular, what role will sports play in your marketing mix in the coming year?

    Sports and specially cricket has played an importantly role, simultaneously the reach of football and other sports has been increasing. The only thing is that to some extent the reality of following of the sports is more skewed towards cricket, but this is changing rapidly. Big sporting leagues will continue to play a very important role in the marketing mixes of brands, today and in the near future. IPL 2018 brings into play multi-platform, multi-language feeds. IPL will stream live on mobile, reach Indian homes through 10 plus channels and over 6 languages

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  • In the era of digital, how important is traditional marketing practices?

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  • What role will sports play in your marketing mix in the coming year?

    Sports and specially cricket has played an importantly role, simultaneously the reach of football and other sports has been increasing. The only thing is that to some extent the reality of following of the sports is more skewed towards cricket, but this is changing rapidly. Big sporting leagues will continue to play a very important role in the marketing mixes of brands, today and in the near future.

    View Source:

  • How can the marketers leverage the IPL in its new avatar differently over the previous seasons and gain maximum value?

    Hotstar has been streaming IPL for the last couple of years, it’s just that earlier you had to subscribe for it, this year you can tune it without subscription. Hotstar has grown tremendously y-o-y for the last few years. The regional language feeds are new and is actually good it does allow local brands along with big national brands to advertise. Brands can also localize, personalize, and have a national communication. Asian Paints for example, they have a national ad and they also have regional ads with different tones.

    View Source:

  • What is your view on how can the brands ride upon the unique opportunity that sports genre offers can?

    While there are a lot of offline opportunities, the real stuff happens while the game is on. The rest of it helps building buzz around the tournament. Many a times brands don’t have the budget of advertising during the match and they refer to offline opportunities, but that being said it does help. However, brands can leverage it slightly better than what has been happening.

    View Source:

  • Which campaigns for you stand out in the way they have leveraged Sports?

    Vodafone has done a great job of it from quite a long time, even Idea had done some really good campaigns. While there have been many brands that have done something creative, we will see more innovations this year.

    View Source:

  • Do Indian brands need to take inspiration from their global counterparts in terms of what they do for tournaments like Superbowl and EPL?

    Not really because I think the content is very different. Superbowl is as big as IPL and a lot of stuff happens, but the content which America consumes, the reality of the American consumer is completely different from our country. There could be some ways in which media has been consumed which we can take inspiration from but apart from that the realities of both the markets are very different.

    View Source:

  • What are some of the key trends marketers need to tap on to win over new audiences in sports marketing environment.

    I don’t think there are a specific set of trends. There are a lot of sports that we push in front of people and different sports entertain completely different set of audience in different parts of the industry. Every marketer needs to figure out whether associating with that specific tournament caters whom they are trying to reach and whether that audience is going to be engaged enough to make a difference to the brand.

    View Source:

  • What are the typical brand objectives and metrics to invest in sporting properties?

    It depends from brand to brand, I don’t think there is one specific brand reason. A certain realty brand would want to leverage their season by being a part of a family viewing experience. There could be brands which are looking for a big launch and this could be the big platform for them – I think there is never one single brand objective. The metrics of measurement depends on the objective – if you’re looking for buzz then you will look at how much buzz was created for the brand, if you wanted to create recall or direct impact on sales; it all depends what the entry point is and that will determine the metrics.

    View Source:

  • Which is the better format to drive effectiveness - 6 seconds ad or 30 seconds ad?

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  • In the era of a digital, how important are traditional methods?

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  • What is leading to the increase of long format ads?

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  • How to make Indian advertising global?

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  • Where you do think Indian agencies are really lacking?

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  • Where does Indian Creativity stand globally?

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  • Are there any challenges you face in advertising industry?

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  • What is your breakthrough moment?

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