About This Episode
Manav Sethi is the Group Chief Marketing Officer of Eros International – a leading global film entertainment company. He is a renowned professional in the marketing domain for 20+ years. Previously, he was the founding CMO of ALTBalaji where managed to break the notion that ‘Indians don’t pay for content’ and onboarded 4M+ paying customers within 15 months of product launch.
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In this episode:
Here are a few excerpts from our conversation with Manav.
Priyam: How does it look on the other side of the pandemic?
Manav: As a country, it’s been quite some time since we’ve taken a structural shift from the TV (linear model) to the OTT model. As people are at home since the lockdown, they have interestingly started exploring other genres or the shows which they didn’t finish earlier.
On the business front:
→ The lockdown has seen an incremental consumption for the OTT space.
→ As a marketer, it is important to look after the whole customer lifetime value.
→ We have successfully managed good results in the retention aspect.
Priyam: With the upsurge in traffic on your platform, are you witnessing a different user-base coming?
Manav: We have around 12000+ Bollywood movies on the platform, accompanied by the originals, cookies, and others.
→ We’ve been lucky to have a diversified audience either from the geography standpoint or even from the language standpoint.
→ We have seen an uptick in every consumer cohorts. The largest uptick is however from the non-metro cities.
Marketing expenditure trends:
→ The print spends has taken a huge hit as it’s circulation is completely cut down.
→ TV has taken a huge hit as there is no more new content coming.
Priyam: Have your marketing strategies evolved as well?
Manav: The focus is more on customer lifecycle management. We are trying to drive more revenue through the mode of retention.
→ It’s not wise to stop marketing activities. It is equally important to be defensive and play the right curve.
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