Multi-track Melt takes off!

26 Aug,2016

 

By A Correspondent

 

Sold Out, screamed a tweet from Rajesh Kejriwal on Thursday evening. There was reason for joy. New Delhi is where a large number of the big marketers are based, but it’s not a regular venue for most large advertising and marketing events.

Goafest is, well, in Goa. Some of the industry conferences happen in Delhi, but the big ones are almost always in Mumbai.

So when Rajesh Kejriwal announced that he would hold Melt in Delhi after the first edition in Mumbai last year, there were many questions. But he went on, as if in missionary zeal.

Delhi deserves a big event like Melt, he told us.

His key supporters – Zee and GroupM were game, so what more would one need.

Over 1300 registrations happened, and a cross-section of the A&M fraternity are in attendance.

The event kicked-off with CVL Srinivas, CEO, GroupM South Asia, speaking about agencies of the future – a topic that he was best placed to highlight and his passion and deep insights into the industry business came through to the audience very clearly. Simultaneously, Mark Van Iterson, Global Head of Design & Concept, Heineken addressed an insightful Osmosis session highlighting the journey of the brand Heineken and the positively disruptive creativity that the brand has been an advocate of since its very beginning. He showcased various innovations, right from designing the bottles and the play with colors and elements of the brand identity. The conference had discussions on innovation advertising, present-day possibilities and tomorrow’s heights by speakers such as Vanessa Clifford (Deputy Chief Executive, News Works), Andrew O’Dell (CEO & Co-Founder, Pereira & O’Dell), Parminder Singh Parry (Twitter India), CVL Srinivas (CEO, GroupM South Asia) and Dave Trott (Author & Blogger) and Raju Narisetti (News Corp).

Said Rajesh Kejriwal, Founder CEO of Kyoorius, said, “Zee Melt was and is the first large training seminar cum conference in Delhi and I am very pleased that Delhi responded so positively. The energy is great.”

Giving the conventional a break, the Thinking Sideways sessions got the delegates’ mind’s ticking with creative and disruptive ideas. There were speakers such as Nicole Yershon (Ogilvy & Mather Group), Tom Goodwin (Havas Media), Vanessa Clifford (News Works) and Viv Craske (Live & Breathe) who talked about surviving the digital commotion and opportunities for innovation solutions.

Then there was was the BARC session on ‘Understanding Viewability in Today’s Digital Era’. It focused on understanding the current global standard metrics being used in digital measurement with respect to Ad effectiveness, Ad viewability and Digital ROI by speakers like Brian Murphy (VP, Product Management, Integral Ad Science), Paul Goode (SVP, Strategic Partnerships, comScore), Guy Barbier (Business Lead of India, Moat) and Partho Dasgupta (CEO, BARC India).

“This is the second year we have partnered with Zee MELT and it has been a great association. We hosted two sessions in this edition of Zee Melt, one talking about ad viewability and the other on how big data can drive advertising effectiveness. We use this platform to start engaging stakeholders in meaningful conversations, on issues that the industry may face tomorrow. Indian media and marketing space is going through a huge evolution and Zee MELT provided us the right platform to present some key ideas in this domain to the right audience,” said BARC India CEO Partho Dasgupta.

 

Adding another layer of interactivity to the festival were a series of workshops conducted by the likes of D&AD and Maxus & IoT on immerging topics like branding for startups and mobile marketing. Happy Finish wooed delegates with an impressive display of high-end interactive technology at VR Cinema and how to make everything possible in visual storytelling.  SAP Hybris showcased superb commerce solutions for the market place and how it is blurring the lines between the online and offline world.

Said Ashish Limaye, CEO APAC, Happy Finish:“Virtual Reality(VR) has become an innovative marketing tool in various sectors like Health, Automobiles, Real Estate and Fashion to name a few. At MELT 2016, the Happy Finish Team is honoured to show how rich content in VR develops high levels of engagement that marketers are reaching out to, for a better ROI.”

Added Sunil Buch, Chief Business Officer, Zee Entertainment Enterprises Limited said, “Zee Melt began on a great note with stimulating sessions by renowned speakers from around the world. The event witnessed fantastic participation from the marketing and communications fraternity.”

 

 

 

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