Credential presentation for Digital Quotient

1. Digital Quotient
Mobile-first Digital
Marketing Solutions

2. // The Indian Digital Landscape
Mobile Explosion
Internet on Mobile already higher than on
Desktop. Further increase expected as
Smartphone penetration increases, 4G
revolution comes about.
Social Media Explosion
Facebook to grow to 90 m users by end 2013.
Linkedin, Twitter also showing high growth rates.
Go Mobile, Get Social…
Online Video Megatrend
Videos – key category for high speed networks
and mass audience accessibility.
Youtube, now second highest ‘social’ channel
expected to end 2013 at 45 m users

3. // DQ Strategy : Go Mobile, Get Social…
A Rich Range of Mobile
Solutions across various
platforms
MOBILE – FIRST
Thinking & Execution
Powered by recently
acquired premier
social media agency,
Webitude
SOCIAL MEDIA
Focus
Video & multimedia
content dissemination
and monetization
VIDEO
Capabilities
From Conceptualization to Execution to Analytics

4. // DQ Solutions
Rich User Experience to drive brand memories
Interactive products that work on both Mobile
& Desktops
Driving trial and repeats
Full agency services, apps, analytics
Massive Outreach, customer service
Targeted reach -Social Media, Online, Mobile

5. Beauty and
Personal Care
Retail and Home improvementTravel and Hospitality
Technology
Education and Online Services
Special Events
Food
Mobile and
Telecom
Consumer
Durables
Auto
FMCG
// Our Clients

6. // Mobile Application – PVR Cinemas
Challenge
To provide consumers with an on-the-go
solution for movie decision making and
ticket booking
Solution
An Interactive mobile application for all
key operating systems - with key features
of search, selection, booking and payment
Result
One of the highest downloaded and most
widely used movie applications in the
country, contributing a significant
percentage of PVR’s ticket booking revenue

7. // Augmented Reality – in Hindi belt
Challenge
To connect with the growing population of savvy
young readers in the Hindi Heartland
Solution
The Hindustan New Year Bioscope property on
showcasing key events of 2012 across
Sports, Bollywood, Lifestyle using
slideshow, images, audio and video for an
interesting AR experience for users.
Cloud computing and AR technology allowed for
delivery despite low-speed 2G environment.
Result
App usage more than 200% of expectations.
Higher connect with younger audience, and AR
technology being repeatedly used by Hindustan

8. // Facebook Management - Cleartrip
Challenge
Establish the Cleartrip FB page as a major
platform for direct consumer connect, and use it
as a source of leads for actual ticket bookings.
Solution
A Creative yet Analytical approach to building
the fan base through media planning, and a
strong focus on ways to keep the audience
engaged. Intelligent content planning with
information on getaways followed by relevant
offers maximized interaction rates and
conversions.
Result
Facebook for Cleartrip has the lowest Cost-per-
action of platforms . The engagement rate for
the page is the highest in the industry, beating
Yatra, MMT and Ibibo.

9. // Social + Outdoor – Intel Virtual Diya
Challenge
Use the occasion of Diwali to communicate
Intel’s positioning in a clutter-breaking way
Solution
A Facebook application integrated with an
on-site LED screen at Ambience Mall, Delhi.
Every wish sent over FB, SMS or on-ground
would cause one pixel of the Diya to light up
in real-time.
Result
Over 30,000 wishes sent in a period of one
week alone. Positioned Intel as the ‘Visibly
Smarter’ choice.

10. // SMS/IVR Solutions - Monsanto
Challenge
Agro-products company Monsanto had challenge
communicating their products to their customers i.e.
farmers, due to connectivity and language barrier issues.
Solution
Development of a large-scale IVR system for outbound
calling in multiple languages. Over 150 different types of
recordings using a combination of languages, voiceover
artists, music created and tested s. More than 3
million calls are generated per month, allowing
for inputs to take opt-ins about interest in specific
products - which formed a large base for lead
generation.
Results
Monsanto has used this system for more than 3
years, with calling per month increasing each year. It is
now the primary mode of communication with its
customers.

11. //SMS/IVR – SpiceJet Airlines
Challenge
Spicejet needed a reliable means to communicate
real-time information to passengers – flight
delays, confirmations, cancellations, other
information.
Solution
A scalable SMS/IVR system designed in a
templatized fashion, wherein variable inputs are fed
in through a bulk upload process, resulting in mass
yet one-to-one customized messaging in real time.
Back up systems are also in place for the same to
ensure no break in service delivery, along with
analytics on success rates of deliveries/calls.
Result
More than 3 million customer touches every
month. Spicejet has used the system to
communicate with its customers for the last 3
years, and a 99% uptime has been consistently
maintained.

12. //Social Media Amplification: HT No TV Day
#htnotvday
Challenge
To create virality, excitement and drive user
participation in the annual event
Solution
Use of Social media (Facebook and Twitter) in
innovative ways, from pre-launch to post-launch
amplification. Several contests were run,
including a Treasure hunt, NO TV Day memories
and Most memorable journeys.
Results
Twitter – Worldwide and India trending @ #1
Facebook – 3 lakh plus interactions and 90,000
fans addition
1,500 people submitting their pictures, poems and
memories
Recognized as Top 10 best social media campaign
in India

13. 13
//Responsive Web Design: For Fever 104
Challenge :
To provide a mobile and digital connect to a
radio station, whose audience is normally on
the move. Provide value add to its unique
content of DJ speak and Events
Solution :
Responsive website Fever.fm that provides
consistent, seamless experience across
multiple devices from phones to tablets to
personal computers.
Easy reading and navigation with a minimum
of resizing, panning, and scrolling
Tied in with audio offerings and social media
Results :
Brand differentiation and better customer
connect through unified experience across all
devices. Faster loading time, thereby ensuring
better customer experience .

14. 14
//Multimedia Content Dissemination : Women’s Day
Challenge :
To create virality, excitement and drive user
participation in the annual event
Solution :
Disseminating the song through audio and
video platforms - using Mobile, Augmented
Reality, Social Media, Youtube, Telecom
Operator Stores and promotions across
multiple properties.
Results :
The Women’s Day Anthem received close to 4
lakh interactions over just 4 days.
2 lakh + video views
1.4 lakh + audio downloads & streams
50k + Facebook Interactions

15. Challenge :
To Connect students with htcampus platform for career
planning on the mobile ecosystem and make it viral
among the student TG
Solution :
Mobile application that provides information for
students, and people in career transition.
This app will provide step by step detailed information
around career as a pivot point :
o Career Listing : Selected career detail
o College Listing : College information
o Articles Listing : Educational articles
o Social Connect (Facebook & G+)
o Engagements using posts,likes,share ,comments
Results :
1st of its kind mobile app in India for providing
valuable career related info. This app will provide social
engagement in terms of likes,shares,comments making
it apt recipe for a viral marketing
// Career Planner

16. //Consumer Contest – Coke & Ra.One
Challenge
As a part of its tie up with the movie Ra-
one, Coke needed a solution to reach out to Tier
1 and 2 cities that would complement its ATL
activity.
Solution
Creation of an Inbound IVR platform, wherein
consumers could answer the question ‘Who will
you light 2 diyas for this Diwali?’. The winners
would meet Shah Rukh. This contest was
managed as an end-to-end solution by DQ.
Result
Over 40,000 calls were managed during the
contest period and the lucky winners met
SRK!MT.

17. // DQ’s Strategic Pillars
Devising unique, relevant
creative solutions based
on true insight and
consumer connect.
CREATIVITY
Use of cloud-computing,
agile technology and
frameworks ensuring
scalability and
performance
TECHNOLOGY
Constant optimization
and reporting for on-the-
fly decision making and
evaluation through our
own tools and partner
platforms.
ANALYTICS

18. vinkats
linkedin.com/vinkats
91-9717392381
vinish.kathuria@hindustantimes.com
// CONTACT : VINISH KATHURIA