Relevance key for brands to drive conversations: Industry experts
Brands can do a lot more only if they pick up an insight which is relevant for their brand, and start conversations around them
Admakers and brands have increasingly become vocal about the importance adding a human touch to brands and their campaigns. All are eyeing the potential rewards of building a more personalized and engaging brand. In this context, social media is clearly becoming key to all communication channels.
Consumers, usually, form a more favourable impression of brands that are open to conversations, and questions. Brands are increasingly being judged on the basis of their relevance.
According to a Cognizant report, analytics help brands create new value with customers. But to make value sustainable, marketers have to embrace a dramatic shift, moving away from traditional campaigns and 15- or 30-second spots to the far more fluid application of insights from today’s 24x7 streams of information.
When asked how brands could become a part of social media conversations, Deepak Jolly, Vice-President, Public Affairs & Communication, Coca Cola India and South West Asia, shared the example of Coke Zero’s launch in India which was distributed exclusively through Amazon. “It created the required buzz. In 48 hours, about 100,000 cans were ordered,” he said.
“When brands start focusing on consumers' expressions and not their impression, that is when they are adding value to brand conversations. What is important for the brands is to look at the kind of conversations that are happening, analyze how they fit in to it, engage with the consumers, and then think of ways to surprise them,” he added.
Vikas Mehta, CMO, Lowe Lintas & Partners and ED, LinInteractive, said, “The fundamental change we have observed over past half a decade almost on steroids is brands no longer have the authority to engineer the conversation...because now the conversations are happening with or without the brands. This fundamental shift has changed the way of brand building.”
“Brands cannot engineer conversations anymore. The onus is on brands to find conversation and build on it. Lifebuoy played a role in creating conversation around health by picking on a subject of infant mortality. But it was not a CSR activity. Rather, it was a brand building activity, which led to sales,” he pointed out.
“Brands are no longer heroes. The conversations are happening with or without brands. Each brand needs to find a relevant topic where it can fit in, and should not force-fit itself into a conversation,” said Vivek Nayer, CMO, Mahindra & Mahindra.
Rahul Welde, Vice President – Media for Asia, Africa, Middle East, Turkey and Russia, at Unilever, said, “It is extremely important to have conversations with a fit-of-purpose. Content, while important, should be real, engaging and meaningful.”
George Kovoor, Senior Creative Director, OgilvyOne, said, "People join only those conversations, where brands are telling a story which is real and touches their heart. Content is really important for everything that brands do. When brands create content that is real, engaging and relevant, then conversations start pouring in from everywhere—you get amazing user generated content, which becomes an interesting story to share with people. The onus is not just with the brand for content creation but with users, who are actually consuming the content.
Anita Nayyar, CEO India and South Asia, Havas Media, said, “Brands can do a lot more only if they pick up an insight which is relevant for their brand, and start conversations around them, they will realize they are being able to create more value for themselves as well as the consumers.”
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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