Media has become more inclusive and dynamic: Havas Group's Rana Barua

Marrying music, gaming, content with communication, media and data can be a game changer in India, says Rana Barua, CEO of Havas Group India

You have been in the industry for over 20 years. Could you share three major changes you have seen in media in the last five years?

The industry has become far more inclusive, innovative and dynamic, and witnessed a complete evolution in media consumption and habits. This has resulted in a demanding and an extremely aware consumer. One of the major changes is that the mobile has become the first screen for many. Across the country, irrespective of who you are – the world is now on the mobile. It is also amazing, how age or education is not a barrier anymore for consuming in the world of digital. It has opened up channels of conversation, education, infotainment, entertainment, gaming and so much more just at a swipe or click of a finger. The direct impact on the society is – empowerment, a friend in loneliness and boredom, a knowledge assimilator, the power of staying connected in this dynamic world, and independence. It is truly a new world.

Then take the rise of e-wallets and their impact. I find this a stupendous change for a country like ours. Many of us have adopted all forms of e-wallets and have become comfortable with them. Look at the number of need based functional apps that lie on your smartphone and see how many are linked to wallets and e-transactions. 

Next I will talk about voice search and the rise of vernacular content. This is clearly a game changer. Voice search is so incredibly powerful. This makes us a bit lazy no doubt but the empowerment and ease is so truly ahead of what we could have imagined. Coupled with vernacular adaptability, it has penetrated far and wide and enabled people to consume content as and when they feel like, in their own confinement with ease and comfort.

What is Havas Village? Will you bring it to India? How will it operate?

Havas Village is a single building comprising the creative and media together, all under a single P&L -- while boasting of a unique and unparalleled entertainment offering through our partnership with Vivendi. We have 57 Villages across the world with another four opening in 2019. We have three villages in India in – Mumbai, Gurugram and Bengaluru. Each of our agencies is individually focused on becoming the best it can be, but can draw on the additional skills and expertise within the Village and from our parent company Vivendi.

The low entry cost of social media is obviously attractive to small businesses, but many are still reluctant to use it. Is it something you believe they should all engage in? 

Yes, it is extremely impactful. It builds communities that give us targeted and focussed marketing. I have seen from experience that a lot of these small businesses hesitate since they have certain preconceived notions that we as media evangelists must encourage and enable our clients to adapt to engage with more frequently. 

Some experts say video is the flipchart of the future. Do you agree? 

Video is very much the ‘here’ and ‘now’ and the greatest form of engagement. Video content has revolutionised the way the world and the Indian diaspora, population and all age profiles are behaving and consuming content. In all categories – sports, entertainment, news, movies -- we have had a massive upheaval of the content tsunami with video aiding it. Video today has become part of mainstream media.

Media and creatives -- should they work together? Are you in favour of or against integration?

Our group philosophy is, better together. Does it help, give us an advantage, is it a differentiator? Yes it is. An integrated agency and philosophy is unique in today’s fragmented world of creative and media. When we work together we produce better synergy of ideas, thoughts based on data, consumer understanding that is robust and it works well for both. 

I am an integrated person at heart and mind having worked a better part of my career in agencies when creative – media –  were together. Any of our competition who are leaving this space vacant are doing us a huge favour because most of the clients are seeking simplicity in dealing with their partners. The less complicated, the more agile.

The group recently announced that all group products will work together. How will that work? Can you spell out your vision? 

Vivendi group assets like Universal Music Group, Gameloft, Daily Motion are powerful assets that along with the Havas Group make us an extremely formidable force for any client and their various brand needs. Music, gaming, content are being consumed 24x7 and marrying them with communication, media, data – the combination is super effective and can be a game changer in India.

How about three major trends you foresee in the next two years?

While every white paper is talking about the importance of machine learning and artificial intelligence and rightly so, it is equally important to focus on the trends that define the emerging consumer – consumption behaviour/pattern and changes. Over the next few years staying connected would mean smart consumption. Income, age, influencers -- the traditional drivers of preferences in consumption -- will be passé. The more we stay connected the better we will be at buying and in consumption. At the same income level or age – the more "connected" consumer will spend smartly and be very aware of the brands that best serve the needs over the less connected one.

Buyers will be more discerning -- they have greater exposure and are better more informed. The millennial and Generation Z will be very clear about their choices, what they want from the brands, the service levels and even if they have money to spend they will ensure that they get the best value in this world. In many cases more personalised, bespoke...

Then there is the rise of the new consumption segment.  With the emergence of a greater number of households in the middle class and even so a growing number in the higher income bracket we will see greater/better spends in many essential categories and services. Durables will see a higher increase as growth will ensure greater demand across many categories. E-commerce will grow disproportionately to meet their needs and expectations, and content will become so much more relevant and in demand to ensure every consumer is being targeted on multiple screens.