Today, Arc WW sees a growth of 20% year-on-year, becoming the leading brand activation, shopper and experiential agency in India. Its client roster boasts of names such as P&G, Hotstar, HP, SBI, and FitBit among others.
A key part of Publicis Communications’ country leadership team, Verma was instrumental in helping implement the Groupe’s ‘Power of One’ 360-degree integration model to tackle clients’ business problems.No information is available on her plans ahead, though industry sources say she is currently evaluating a few professional plans.
Verma has also worked with Ogilvy Action, a global activation services company part of the WPP global network. She was responsible for brand activation capsules for American Express, Motorola, Vodafone and Unitech.
Before that as vice president of Mudra Communications and country head, Mudra Celsius, she created and launched Celsius, a division offering integrated event solutions, a unit of MudraMax.
Empathy was at the core of building Carvaan, a music player packed with 5000 songs from Saregama’s catalogue. The genesis was research in 2015, where the company found many older consumers couldn’t locate the music they liked. They believed Saregama had dropped the ball on distribution. This shocked Mehra because the catalogue was present across streaming services. But what this audience wanted was a service where they could hear their favourite songs without launching an app, navigating a tiny screen and worrying if the entire exercise would leave them holding a hefty bill. Mehra summarises, “They wanted an old world lean back listening experience.” Consumers longed for a not-so-long ago past when the radio was always on, issuing a constant stream of music.
All of which went into designing Carvaan. The gadget resembles a stylised radio of yore, with big buttons and a simple interface, keeping in mind the older audience its pitched at. Songs are listed by performer or music director and arranged by mood. The device was solid enough to not be easily damaged and light enough to be portable, so it could be carried to a garden or balcony — something research revealed as a major use case. To up the nostalgia quotient, it included recordings of Geet Mala hosted by Ameen Sayani. Channels were devised keeping listening patterns in mind: devotional fare in the morning, regular romantic songs through the day and late-night drinking sessions accompanied by songs of heartbreak. Says Mehra, “The average time heard is 4.5 plus hours a day.”
With 250,000 units sold, Saregama is gunning for 750,000 next year. Says Naveen Talreja, founder, the Womb, the agency that’s worked on Carvaan, “In a market where everyone wants to target the young and create meaningless apps and tech, comes a meaningful innovation fulfilling a specific need of a target segment nobody creates anything for: the 50+ . It is something people have a special emotional relationship with.”