the next normal : 2 · 2021. 5. 13. · normal, previous generations must adapt to the changing...

The Next Normal :The Rise of the

Contactless

Economy

An Urban India Gen Z

& Millennial Study

Version : May 2021

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The Underlying Study

The insights published in this report were compiled from the Dentsu

Marketing Cloud (DMC) Insights India Millennial & GenZ Study 2021

and is also based on our local market expertise.

FOR ANY ADDITIONAL INFORMATION ON THIS REPORT, PLEASE

CONTACT:

Gautam Mehra, Chief Data Officer (APAC) & CEO Dentsu International

Programmatic; [email protected]

Abhinay Bhasin, Vice President (APAC) -Dentsu International;

[email protected] Co

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mailto:[email protected]

mailto:[email protected]

Executive SummaryThe COVID-19 pandemic has overwhelmed the lives and livelihoods

of people around the globe as well has increased pressure on

economic systems during the span of the past year. As every crisis

of the past, this one is no different in terms of resulting in an

impact on consumer sentiment, purchase habits and demand for

products and services.

With the advent of modern-day technology sophistication and a

more connected world, generational shifts play a more important

role in setting behavior and trends than socio-economic differences

do.

Millennials and Gen Z, in a young country like ours, as well as

around the world, influence purchase habits in the economy as

well as chart out a way for how people relate to brands.

The rise of the contactless economy has made COVID-19 different

from past global crises. As the global environment grapples with

the uncertainties of the global pandemic, experts are assured of

one theme – the emergence of the next normal.

The battle with an invisible enemy has resulted in the rise of a zero-

touch world. While the scope itself of the ‘contactless economy’

remains fluid, ‘at home consumption and engagement’ has

resulted in a paradigm shift of the ways we engage with brands and

service the needs of personal consumption.

While digital natives are better equipped to engage the new

normal, previous generations must adapt to the changing world.

This study of Millennials and Gen Z aims to deliberate on the rise of

the next normal and highlight key consumption and behavioral

shifts within the contactless economy.

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Panel Composition

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Source : Dentsu Marketing Cloud Insights - India Millennial & GenZ Study May 2021

Our sample size comprises of individuals from

Urban India

56% of our

sample were Males.

44% of our

sample were Females.

4

40% of our sample

were classified as “Millennials” i.e 25-

39 years of age.

60% of our sample

were classified as “GenZ’s” ie. 5-25

years of age.

Place of Residence

38%

Top 5 Metros

62%

Rest of India

Occupation

50%

Student33%

Salaried Professional

10%

Home Maker

6% Owned Business1% Other

32% have completed

formal education till a masters or post

grad level or its equivalent.

Rise of E-Tailing:Online Shopping & Consumer Sentiment

Virtual Experience

Economy:Online Banking and Virtual Classrooms

Health Economy:Health & Sanitization Products

Homebody Economy: Delivery and Mobility Services

What you can expect

from theContactless Economy

Key Components

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1. Rise of E-Tailing:

From Bricks to Clicks –

Online Shopping & Consumer Sentiment.

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Rise of E-TailingFrom Bricks to Clicks

COVID-19 has forced consumers to rethink nearly every aspect of their day-to-day. As consumers navigate the innate need to

change and adapt, they are working differently, learning differently, shopping, eating and interacting with others differently –

they seek a sense of normalcy, safety and routine. A pandemic induced lockdown has altered the habits of Indian consumers,

their altered purchase patterns reveal how deeply concerned they are with protecting their health, fortifying their store-

cupboards and keeping their homes (and themselves) prepared for shortages.

While expansion efforts for retailers have been traditionally focused on the opening of brick & mortar stores, the contactless

economy and rise of ’at home consumption’ has shifted focus to a new growth engine that has been a faster avenue towards

sustained growth – e-commerce.

Growth of e-tailing will be fueled by an increased number of consumers; increased frequency of buying; as well as an increase

in the average order value. Our study provides a pulse of the changing consumer behavior and purchase cycles as a force

governing the next normal. Given the power of digital connectivity, the domestic consumer is gearing up to take informed

decisions in consumption, ensuring a fair balance between demand fulfilment and personal safety.

23%→ 37%

INCREASE IN ONLINE PURCHASES - MILLENNIALS 25%→ 28%

INCREASE IN ONLINE PURCHASES – GEN Z

(Q. Since the pandemic, how has your purchase behavior shifted online/remained offline/ remained consistent?)

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The graph highlights the continuing method of demand fulfillmentof key consumer areas.

For the Gen Z audience surveyed, Groceries and Snacks have seen arise in online fulfillment by more than 3X of base. While Food-Delivery still is largely online, there has been a shift and acontinuation of food service consumption offline due to the rise ofhome-cooks as evidenced by numerous Instagram and socialexperiments that saw this trend emerge.

We see consumers mainly focusing on their needs and not wants.Our study shows its demand for the purchase of fashion, clothing,jewelry etc. to be majorly fulfilled offline, which has been restrictedin lockdown times.

Make-Up and Personal Care products saw a rise of 40% in its onlinefulfillment, moving to much of this fulfillment online, promptingpeople to discover new portals and brands online in this space.

OTT consumption has seen a boom during this pandemic as theviewership and mass rush over these subscribed services has beenincredibly profitable with around 80% of content consumptionshifting and remaining online.

E-Learning has been another area where consumer attention andconsumption has been increased since online learning has helpedplay a key role in skill enhancement and completion of curriculumwhile schools and educational institutions have remained shut. Thishas also resulted in a commensurate rise in ancillary purchases suchas electronic devices etc. during this period.

Consumption of medicines has largely remained offline for thisaudience with purchases still being focused with local 24x7 medicalstores.

46

47

64

25

36

43

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29

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54

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GROCERIES

SNACKS

ALCOHOL AND TABACCO

FOOD DELIVERY

APPARELS

FOOTWEAR

JEWELLERY AND ACCESSORIES

PERSONAL CARE

MAKE UP

OTT FILMS

OTT MUSIC

OTT NEWS

BOOKS AND STATIONERY

E COURSES

ELECTRONIC GADGETS

MEDICINES

HOME FURNISHINGS

GENERATION Z STAY OFFLINE SHIFT OFFLINE STAY ONLINE SHIFT ONLINE

Shift in Mode and Proportion of Purchase

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The graph highlights the continuing method ofdemand fulfillment of key consumer areas ofMillennials in Urban India.

Much like that of the Gen Z audience, Millennialshave turned to online sources to fulfill needs ofgroceries & snacks. Over 50% of this demandfulfillment remains online for this audience with acommensurate increase in fulfillment from onlineportals like Grofers, Big Basket, etc.

The fashion ‘apparel n footwear’ along with jewelryis still largely offline.

OTT content consumption and hence subscriptionhas seen a tremendous shift in how content is nowconsumed.

E-Learning platforms now emerge as a alternative toupskilling and knowledge enhancement and is alikely trend to continue into the next normal.

Much like the Gen Z audience, medicine purchase isstill largely offline, however, there has been a drasticadoption of online portals to fulfill nearly half thisneed.

30

36

66

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34

43

46

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33

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34

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34

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28

27

42

30

22

22

GROCERIES

SNACKS

ALCOHOL AND TABACCO

FOOD DELIVERY

APPARELS

FOOTWEAR

JEWELLERY AND ACCESSORIES

PERSONAL CARE

MAKE UP

OTT FILMS

OTT MUSIC

OTT NEWS

BOOKS AND STATIONERY

E COURSES

ELECTRONIC GADGETS

MEDICINES

HOME FURNISHINGS

MILLENNIALS STAY OFFLINE SHIFT OFFLINE STAY ONLINE SHIFT ONLINE

Shift in Mode and Proportion of Purchase

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The following charts highlight the purchase cycles of essential and non-essential items. Our study highlight the focus on essential consumption andupskilling to be more frequent than non-essential purchases like footwear, apparels, etc. during the period of crisis.

18 186 11 6 8 7 5 8

26 29 22 1428

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GENERATION Z DAILY WEEKLY MONTHLY QUARTERLY NEVER

Frequency of Purchase – Gen Z

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The following charts highlight the purchase cycles of essential and non-essential items. Our study highlight the focus on essential consumption andupskilling to be more frequent than non-essential purchases like footwear, apparels, etc. during the period of crisis.

Frequency of Purchase - Millennials

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MILLENNIALSDAILY WEEKLY MONTHLY QUARTERLY NEVER

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Below Rs. 1000 Rs. 1001-3000 Rs. 3001-6000 Rs. 6001-100000 Rs. 10000+COVID-19 has transformed the spending habits ofthe millennial and Gen Z audience. After months oflockdown, consumers have been forced to altertheir spending patterns, prioritizing what isessential and adopting online fulfillment in severalcases.

Our study reveals that while essential itemsreceived over a third of the share of wallet for themillennial and Gen Z audience, spends in newcategories such as content and learning have risenduring this period.

Groceries remain the top consumed categorywhilst medicines and health was a close secondduring this period.

The move for virtual learning and need for skilldiscovery saw an increase in spends for onlinecourses and e-learnings with several audiencespicking certifications and investing in learning.

Against the backdrop of the global pandemic,increased media consumption has helped fill infree time and OTT content consumption has seen aboom not just in viewership, but in an increasedshare of wallet as well.

Note: Question Text: What is your monthly expenditure across the following product categories?

EXPENDITURE PER MONTH ACROSS CORE PRODUCT CATEGORIES

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Groceries : Ashirwad, Amul, Grofers, Big Basket, Big Bazaar

Snacks : ITC Ltd.

Food Delivery : Zomato, Dunzo, Swiggy,

Apparels : AJIO, Gucci, Zara, U.S. Polo, H&M, Westside

Footwear : Nike, Adidas,

Puma, Sketchers

Make-up : LAKME,

Nykaa, Maybelline

Personal Care :

mamaearth, Biotique,

WOWskinscience,

Garnier

OTT Subscriptions :

Netflix, Amazon, Flipkart,

YouTube, Hotstar

Books & Stationery :

Cello

E Courses : BYJU’s,

Vedantu, Udemy,

Coursera, Unacademy

Electronics : JioMart,

SONY, Samsung, Boat

Medicines : Cipla

Brands that had more than 60% share of preference

BRAND PREFERENCES ACROSS

MAJOR PRODUCT CATEGORIES

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Increase in number of Buyers for ‘Brands thatexhibit high standards of hygiene andsanitation’ post COVID-19. This uncertainpandemic situation has created a mindsetamong people that says, ‘Contact effects YOU’.So adhering to this, Brands came up withContactless Deliveries and so on.

MEN 55%

WOMEN 70%

People are seen to prioritize expenditure forBasic Essentials over Expensive goods forconsumption.

(Q. Agreeability to the above statement)

NORTH INDIANS 62.5%

SOUTH INDIANS 75%

COVID-19 has prompted you to focus more on yourpersonal security and that of your family rather thandevelop a focus for the general society

(Q. Agreeability to the above statement)

GEN Z 70%

60% respondents are optimistic of India’s Economic recovery, one-third of which are highly sure of it.

COVID-19 : IMPACT ON SENTIMENT

MILLENNIALS 30%

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A E

B

C

D

5 TRENDS

SHAPING

PURCHASE

SENTIMENT

D.Millennials and Gen Z audiences are willing totry out new brands provided they see value inthe product. Of our respondents surveyed,nearly 70% expressed a willingness to purchaseproducts from an unknown brand. 65% ofMillennials and 72% of Gen Z audiencessurveyed echoed this sentiment.

E.Gen Z have increased their online shoppingbase 2.5 times from 12% to 30%, Millennials onthe other hand have doubled their onlineshopping base from 16% to 32% during thelockdown.

Dramatic Rise in Online Purchase

B.When it comes to the purchase of brand

and products, more than half of millennials

and Gen Z audiences surveyed in prefer the

purchase of local brands as opposed to

international ones during the pandemic.

Rise in Demand for DomesticBrands

A.55% of Gen Z and 65% of Millennials list

product quality as the key reason that

makes them purchase a product online.

Millennials & Gen Z value quality over

brand recognition whilst purchasing online.

[18% Gen Z and 20% Millennials give brand

recognition preference over quality as a

primary factor).

Greater Focus on ProductQuality

C. Search Seen As Key Platform for Product Discovery

70% of respondents are exploring internet in search of more perfectsubstitutes of their currently used products during the lockdown. Thismakes search a key platform for brand discovery while social was next tofollow.

Willingness in Buying from Unknown Brands

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2. The Virtual Experience

Economy:

Online Banking & Virtual Classrooms

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The Virtual Experience EconomyOnline Banking & Virtual Education

The COVID-19 world has shifted the world’s perspective from the need of physical interactions to a ‘zero-touch’

virtual and near-virtual economy. With danger lurking everywhere from petrol pump handles to ATMs and

workplaces, the world has moved to virtual environments for consumer engagement and delivery of services. This

has in many ways shaped the contactless economy.

Two sectors that have had to transform almost overnight to service the need for essential services have been banks

and educational institutions.

As banks worked tirelessly towards digitization, customer expectations of banking have risen significantly and have

been accelerated by the global pandemic.

With schools shutting globally, nearly 1.2 billion students the world over, found themselves without physical

classrooms. Drastic shifts in the job market and a higher emphasis on new skill development coupled by the former

situation have found the need and rise of virtual education.

Our study of Millennials and Gen Z will highlight the changing expectations in these two pillars of the virtual

experience economy – online banking & virtual education; and their role in driving the next normal in a contactless

world.

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The Virtual Wallet

COVID-19, having accelerated the evolution of the digital banking

system, appears to be hastening acceptance and use of

contactless payments. The early days of the crisis saw much

apprehension in touching surfaces like a card reader or PIN pad

that had been touched by another person.

While 23% of the surveyed audience still prefer using a physical

credit/debit card, a large majority of Millennials and Gen Z

audiences are comfortable and have shifted to virtual wallets.

The need for using cash among Millennials and Gen Z has reduced

to a small proportion whilst the rise of operating virtual wallets

has increased significantly.

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Core Factor

influencing Choice

of Digital Wallet

COVID-19 was able to do to digital payments and virtual wallets

what demonetization failed to do in the country – promote

rapid rise of digital payments. From our panel surveyed, nearly

60% opened more than one digital wallet. A key factor for this

being, not just safety and cashbacks, but convenience and ease

of transaction completion which emerged as a key factor in

opening a virtual wallet account.

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The Rise of Online Banking in a Pandemic World

Online banking has been on the rise due to a zero-touch world prompted by covid-19 induced lockdowns and mobility restrictions. The banking industry, though remaining open as an essential service, is experiencing somewhat

of a permanent shift that has expedited consumer adoption of digital services. Nearly 70% of our panel surveyed reveals a decline in physical visits to the bank with GenZ contributing to more than half the shift propelled by an

increased use of digital wallets.

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Increase in Adoption of Telebanking

Before the Pandemic Since the Pandemic

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In the last few years, banking as an industry has seen a massive move

towards digitization. Traditional banks are challenged by new-age,

digital only banks that rely on replacing the traditional banking

experience with a more personalized digital approach. This has been

further fueled by covid-19 altering the way we perform essential and

core banking services.

Our survey reveals that Millennials and Gen Z’s now expect banks to

increase and improve digital interactions promoting greater

convenience and devise digital alternatives to meet their day-to-day

banking needs such as utility payments, deposits, loan

disbursements, etc.

A majority of consumers surveyed reveal that this new online banking

shift is here to stay.

Future Of Banking

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41%

Virtual ClassroomsCovid-19 has changed education forever. With a sudden shift away

from physical classrooms around the globe, the rise of virtual

learning has been unprecedented. Over half our panel surveyed

reveals an adoption to online upskilling. The move has been more

emphatic amongst Gen Z who contributed to 65% of those

surveyed and have sought online certifications. Amongst platforms,

while Coursera has been most popular, Udemy has been a close

second.

59%Adopt online

certification

Do not subscribe to

online certification

Preference of Platform

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Is online education a viable

alternative to in-person education?

The graph below is a representation of how much the respondents agree (Y-Axis) with the above statement on a scale of 1-10 (X-axis)

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01Physical interactions for core banking services has

been reduced drastically. Nearly 60% of Millennials

and Gen Z consumers claim to have increased mobile

banking and online banking transactions.

02Increased digital adoption has changed the way

people make their core financial transactions (bill

payments, salary to support staff, deposits and

withdrawals, etc.) – which is likely to continue post

pandemic. 57% of Millennials and Gen Z consumers

surveyed have opened 1 or more mobile wallet

account during the pandemic.

03In response to significant demand, there has been an

emergence of a very vibrant EdTech sector in the

economy. 67% of Millennials and Gen Z consumers

surveyed claim to have increased time spent on online

platforms with 59% of the total surveyed having enrolled

for online certifications.

04The move toward focused, often tailor-made virtual

learning appears to be a permanent behavioral shift

with nearly 70% of Millennials and Gen Z expressing

agreement in the likelihood of continuing to subscribe

to online education in a post pandemic world.

Summarizing Key Shifts

Banking Education

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3. Health Economy:

Health & Sanitization Products

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HEALTH ECONOMYTHE HUMANITARIAN CRISIS – BACK IN THE GAME

COVID-19 has resulted in a dramatic loss of life and presents

an increased challenge on public health around the world.

Our survey reveals that the health risk from the virus is high in

people’s minds with 80% of those surveyed saying they are

concerned about the virus and their own safety whereas 90%

claim to be afraid of the health of others around them.

The pandemic has led to increasing dependence upon digital

platforms to ensure delivery of healthcare services further

providing opportunities to the private sector to innovate

disruptive solutions and for doctors to deliver care in virtual

spaces until the need for advanced treatment.

“I WORRY ABOUT MY HEALTH”: MEN

“I WORRY ABOUT MY HEALTH”: WOMEN

67.5%

85%

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Rise of Online &

Tele-consultation

The pandemic resulted in a spike on

online and tele-consultations from

Millennials and Gen Z demographics

in India. Over half the panel surveyed

now actively engage in online and tele

doctor consultation.

Virtual Medical

Consultation A

Likely Trend?

While there has been a dramatic rise

in virtual consultations for health,

this may or may not be a post

pandemic trend in the next normal.

Virtual Consultation:

Platform/Person Most

Trusted

Trusted and existing doctors still enjoy the lion’s share

in patient trust even in a virtual consultation world.

Nearly 70% of Millennials and Gen Z’s surveyed state

that their primary consultation providers shall be

their personal and existing doctors.

MEDICAL CONSULTATIONS IN THE NEXT NORMAL

59% 41%Gen Z Millennial

Q. Agree with “Are you likely to

engage in virtual medical

consultation post pandemic?”

27% 37% 36%YES NO MAYBE

Other platforms of preference:

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MORE INFORMATION

Preferred Brands

HEALTHKART & MEDEXPRESS

PHARMEASY

PATANJALI

HIMALAYA VITAMINS

DABUR CHYAWANPRASH

REVITAL

E-PHARMACY

DABUR CHYAWANPRASH

HIMALAYA VITAMINS

PATANJALI

REVITAL

GEN Z MILLENNIALS

(For Immunity Boosting)

IMMUNITY BOOSTERS & E-PHARMACIES

Rise of Immunity

Boosters

The covid-19 outbreak has resulted in a

dramatic rise in demand of immunity

boosters. In many metros, supplements

and superfoods flew off the shelves

almost overnight in attempts of people

to safeguard themselves. 60% of our

panel turned to immunity boosters

during the pandemic to boost their

immunity.

61% 59%Gen Z Millennial

Ayurveda vs

Allopathy

The onset of covid 19 has pushed the

demand for Ayurveda products in the

country. Our study reveals a drastic rise

in the demand and preference for

Ayurvedic treatments in boosting

immunity in comparison to allopathic

ones. This split is more or less equal

amongst Millennials and Gen Z.

49% 51%Ayurveda Allopathy

Q. Did your purchase of immunity

boosters increase during the pandemic?

Q. What type of remedy are you

consuming to boost your immunity?

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01Covid 19 has seen a dramatic focus on health and is

seen in an increase in expense on sanitization and

immunization products by millennials and Gen Z.

02Fear of ones health as well as those around

constantly looms over. 84% of Millennials and 75%

of Gen Z surveyed stated that they constantly worry

for their personal health. 89% of Millennials and

91% of Gen Z surveyed stated that they constantly

worry for the health of those around them.

03Personal doctors will remain the first point of contact and

most trusted. 63% of Millennials and 73% of Gen Z

surveyed stated they would consult their own doctors

first, even if it means online or tele consulting.

04Health and safety will remain a priority even post

pandemic. 80% of the Millennials & Gen Z surveyed

stated they would likely carry sanitizers, masks, gloves

and personal protection equipment even in a post

pandemic world.


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4. Homebody Economy:

Delivery and Mobility Services

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78%

Mobility After Pandemic

People around the country at different levels of mobility owing to state

induced lockdowns that vary pan India. 78% of the panel surveyed

reported that they would reduce going out in the weeks following the

pandemic. From the key reasons they would venture out post pandemic,

Work, Shopping and Medical needs trumped the need for going out.

11%

Reasons for leaving home after pandemic restrictions ease off

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The impact on mobility has led to a change in prioritization of essential personal activities for safety as opposed to others. Millennials and Gen Z audiences surveyed exhibited an increase in focus on Cleaning and Disinfection services of homes while a sharp reduction in venturing out for personal grooming etc.

Changing Consumption Priorities

Parlor ServicesElectronics and

Appliance repairsHaircuts

Cleaning and Disinfection

Pest ControlPlumber/

Carpenter/ Painter

Decreased 52 32 51 15 24 32

Increased 23 30 20 60 37 24

Remained the Same

25 38 29 25 39 44

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Satisfaction Level from Online Services

Parlor ServicesElectronics and

Appliance repairsHaircuts

Cleaning and Disinfection

Pest ControlPlumber/

Carpenter/ Painter

Poor 26 14 14 20 17 9

Below Average 18 22 15 13 19 13

Average 19 19 35 23 15 25

Good 12 34 20 16 34 30

Excellent 25 11 16 28 15 23

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Time Spent

Online

A virtual world has promoted the rise of rapid consumption of online

services as highlighted in our previous report on Online Streaming

[https://dentsumarketing.cloud/dmcinsights.php]. This report has

unearthed a rise in internet use with the main focus shifted to

content consumption, booking of services and banking and

education.

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01With the impact of the global pandemic still looming over

the minds of consumers, 78% of the Millennials and Gen Z

surveyed reveal that they would reduce their outdoor

mobility in a post pandemic world till they regain their

confidence and assured of their safety.

02With a high focus on personal health and safety,

Millennials and Gen Z audiences have turned to home

spas and grooming whereas have prioritized expenses

on health, sanitization and hygiene of their homes.

03As the COVID-19 epidemic started forcing people to stay at

home, time spent on video streaming platforms has

increased considerably owing to the need for entertainment.

42% of respondents increasing time spent online between 3-

7 hours per day.

04Amazon Prime was the highest purchased new subscription

followed by Netflix, Voot, Hotstar and Zee5, followed by

other platforms.


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ConclusionThe COVID-19 pandemic has taught us a new way of living in all

spheres of our lives and has set a path onto the next normal that

will propel the contactless economy. The coronavirus is not just a

health crisis of immense proportion, but a global adjustment on

core parts of the economy that has shaped not just consumer

mindsets but will bring about systemic changes as we venture into

a brave new world.

On the backbone of changes of consumer interaction and behavior,

organizations will have to re-adjust and discover new ways to

deliver their services, meet the growing and new needs of their

audiences as well as engage with their audiences through new

avenues.

This study has revealed the changing landscape in 4 core areas of

the contactless economy that shape up the new normal, mainly –

the Rise of E-tailing, the Virtual Experience Economy, the Health

Economy and the Homebody Economy through the lens of

Millennials and Gen Z, the largest and growing consumer base

within the country.

The aftermath of the pandemic will also provide an

opportunity for us to learn from a plethora of innovations and

experiments, ranging from working from home to large-scale

surveillance. This study attempts to offer leaders across sectors

a clear path to navigate the next normal.

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THANK YOU Co

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dentsu-marketing-cloud @dmc_dentsuintl

About the Project Team

Gautam MehraChief Data Officer (Asia Pacific) & CEO Programmatic, Dentsu International

+91-9819799993 [email protected]

Abhinay BhasinVice President (Asia Pacific), Data Sciences, Dentsu International


Nishant MalsisariaVice President (Asia Pacific), Product Strategy, Dentsu International


Deepanshu GoyalResearch Consultant, DMC Insights

Adarsh PanigrahiResearch Consultant, DMC Insights

Deborshee Hore

Research Consultant, DMC Insights

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The Dentsu Marketing Cloud (DMC) Insights offers an expertise-led

model to assist Dentsu Data Sciences’ research & insights, consulting

and practice teams in delivering differentiated values to our clients.

The Dentsu Marketing Cloud is an ecosystem designed to power up

your marketing activities in a data-driven way. It is an ecosystem by

built 100% by Dentsu employees for Dentsu employees to deliver

excellence at scale right from insights to activation, measurement and

optimization. It brings together a slew of Dentsu proprietary

ecosystems like the Facebook Marketing Partner (Ad-Tech) Badged

DAN Data Labs Product Suite, DMC Explore and other proprietary mar-

tech and advanced analytics solutions such as the Dentsu Pixel, the

Dentsu DSP and others, to help clients to plan, buy, measure, analyze

and optimize campaigns and establish greater control of their data in

one place. It is developed and operated by Dentsu International India’s

Data Sciences Division based in Mumbai, India and is used in over 32

countries of Dentsu globally.

DMC Insights

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Dentsu International is ‘Innovating the Way Brands Are Built’ for its clients,

through its best-in-class expertise and capabilities in media, digital and

creative communications services.

With consumers more connected, through a range of devices, the era of media

convergence is presenting many opportunities as well as a new and complex

media eco-system. From identifying who the consumers are, to how they make

their decisions, Dentsu International makes the best use of today's media mix

to bring to life the right communication strategy and deliver the best results

for clients.

Dentsu International’s presence in India comprises the global network brands

Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and Mcgarry

Bowen along with the Dentsu branded agencies –Dentsu Impact, Dentsu One,

Dentsu India, dentsuX, Taproot Dentsu and Dentsu Webchutney. Also, newly

added to the group are the recently acquired local brands Milestone

Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group,

mcgarrybowen, Fractal Ink Design Studio Linked by Isobar, SVG Columbus and

Merkle Sokrati.

http://dentsu.in/

Dentsu International

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the next normal : 2 · 2021. 5. 13. · normal, previous generations must adapt to the changing...

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