Interview With : Ramesh Iyengar, CMD, Select Direct Marketing Communications
Updated on: 16 Jun 2016
He has had three previous Cannes outings as a juror and has seen the Indian entries evolve over time. Judging Direct Marketing- a category which he claims is still not perfectly understood by most agencies here, Ramesh Iyengar, CMD, Select Direct Marketing Communications talks about the factors Indian agencies must consider before sending their entries to Cannes.
What kind of changes have you seen in the Direct Category that you are judging this year?
Till 2010 Direct was pretty much restricted to Direct Mailers, the standard stuff, but post that we started seeing the emergence of social media and how it was making inroads in Direct internationally. However it had not really arrived in India by then. I could give you a corporate example of a brand like Stella Artois, the beer brand which was trashed in the 2010 judging session at Cannes, it didn't even make it to the shortlist. I was stunned and took it over to the chairperson, explaining to him how we missed the point. I am talking about 2010, when they used Facebook integration, had a video site going and made use of QR codes for the bottles. All this is very common place today, but was pretty path-breaking then. So, the chairman listened to my appeal and the 50 jurors from across the world took a second look at it. They agreed with me and wanted to not just bring it in but bump it up. But at Cannes once something is out, it can't be given a metal so we gave the campaign a special citation even as it went on to win some big awards elsewhere. Years later now, there is a sufficient amount of social media and digital experience but is there loyalty and are we really cultivating customers, those will be the big things to look for in the direct marketing space.
What are the exceptional pieces of work you have seen in Direct this year?