Step up collaborations to drive innovations: Charulata Ravi Kumar

Outdoor Advertising Convention (OAC) 2014 commenced on 4th July at Grand Hyatt Goa with an interesting session on’7D Innovation’ by Charulata Ravi Kumar, Director of Coffee Kettle. Charulata put forward motivating case studies of different brands that changed the image of their respective products as they utilised innovative ideas to market their goods.

She described the seven innovations as:
•    Product/Packaging Innovation
•    Retail Innovation
•    Media and Communication Innovation
•    Talent Innovation
•    Market Innovation
•    Process Innovation
•    Lateral Innovation

While defining Product/Packaging Innovation, the case study of Lifebuoy was used as an example where the reach of the brand regarding parents teaching the concept of hygiene and cleanliness to their children was highlighted.

On Retail Innovation, she took the example of the Free Thinking Shop for the tobacco brand Lucky Strike that was set up in Amsterdam. The entire shop focussed on attracting the brand’s particular TG and thereby made the décor using playful props for getting the attention of American boys.

Media and Communication Innovation was described with the the example of the famous Lego brand and its evolution.

Charulata asserted that the OOH industry needs to experiment with talents from different fields in order to pull talent. The success story of Abbott Nutrition speaks of that language and is a great example of Talent Innovation, she pointed out.

As regards Market Innovation, a brand like Renault in the automobile category has revolutionised the industry and it achieved the best selling tag worldwide in 2013 with their immense market research and the innovative ideas adapted and appreciated by the organisation.

In the realm of Process Innovation, Charulata took the example of technology brand IMAX’s JRS system. This worked on a revenue sharing deal with the theatres and it has been regarded as a great tool in reaching out to the TG.

Focusing on Lateral Innovation, Charulata referred to New Jersey-based Tyco Electronics that established a strong ethical connect and focus on leadership, accountability and Behaviour tracking process.