These are India's top marketing innovators

New Delhi, April 17 2018: When it comes to innovative marketing and brand recall,  mobile communication players  Reliance Jio and Airtel come up at number 1 and 2, followed by online retailer Fliokart, e-wallet  Paytm and  hotel aggregator Oyo.
These are the findings of a  a first-of-its kind India centric research study conducted  by  India Innovation Outlook 2018, conducted  by First Partners-Mindsight Research & Analytics.
Among the 5 key sectors : Politics, Entertainment, Business, Not-for-profit and Government, politics is seen  to be innovating the most in communication campaigns (25 %). The most innovative campaigns named in these sectors are Har Ghar Modi (Politics), Padman Challenge (Entertainment), Reliance Jio Digital India (Business), Me Too Campaign (Not-for-profit) and Swach Bharat (Government).
The research was conducted among 135 Heads of Marketing, Digital Marketing, Communication and Corporate Affairs of leading global and Indian brands across the 8 cities of Delhi-NCR, Mumbai, Bangalore, Chennai, Ahmedabad, Pune, Kolkata and Hyderabad.
Other findings of the study:

  • Majority of leaders (63%) are dissatisfied with the level of innovation they are able to drive within their organizations
  • The most popular innovator strategies today are less about originality and more about incrementalism. Strategies which enable incrementalism are Master of Reinvention (28%), Fast Follower (24%), Improvisation Champion (23%).
  • The sectoral ranking in innovation in communication has Politics (25%) on the top, followed by Entertainment (23%), Business (21%), Not-for-profit (16%) and Government (15%).
  • The future outlook for innovative communication points to a greater thrust on creating new dialogues with stakeholders (weighted score 25) and least on innovating with the medium (weighted score 18)
  • Technology (weighted score 33), Start-ups (weighted score 32) and Consumer Brands (weighted score 31) are likely to innovate the most in the near future, with Healthcare (weighted score 29) next in line. Least innovation expected in Agriculture (weighted score 23)
  • Technology to be the driving force for innovation in communication with Artificial Intelligence (weighted score 43), Messaging apps like Whatsap & WeChat (weighted score 41), Big Data (weighted score 40) and 360 degree videos (weighted score 40) leading the pack.