EXPERIMENTAL MARKETING

Digital advertising is here to stay whether you like it or not

Says Alyque Padamsee at Economic Times Promising Brands Summit 2018.

The Economic Times Promising Brands 2018, after successfully completing its first edition and earning acclaim across the industry in 2017, launched the second edition of its coffee table book. This book will immortalise the efforts of promising brands that have shown the muscle to survive and thrive, even expand in an ever more competitive market. The event took place at Taj Vivanta on 23rd March, 2018.

In this brand book, there is a study on the genetic fiber of these Promising Brands. What sets these brands apart? What creates niche identity in the mind of consumers and enhances recall value? What are the latest innovations that have left a lasting imprint on consumers mind? What makes these brands Promising Brands?

The significant point is that the book does not showcase only established brands, but those that show promise of growth. Some of the brands which are featured in the Brand Book, find a mention here as they have challenged the status quo. They have shown the grit and gumption to affect change and be relevant to the current market context. These are also new brands with smart new business models that did not exist earlier.

Sharing his thoughts on the occasion, Deepak Lamba, President - Times Strategic Solutions, said, “A brand is a promise. Buying a certain brand speaks a lot about the person. We at The Economic Times thought of recognizing those brands which have not only made a mark but has survived and expanded through the years. We thus wanted to provide a platform which would help experts to recognize the potential and chronicle the success stories of these brands.”

Sharing his thoughts, Sunay Bhasin, CMO, MTR Foods said,” The principle of brand revolution is still the same, but the medium is expanding and we need to embrace the technological medium. We need to understand the tonality of these platforms and must know how to interact with the audience.”

Commenting on the event, Sadashiv Nayak, CEO, Big Bazaar said, ”Inclusion is the key for a brand evolution process. There should be no segments within the brand.We need to keep in mind that the country is becoming as younger as it is becoming older. While there are challenges of the impatient minute challenged millennial consumers, there are also expanding ways on how to still stay relevant with the help of embracing technology.”

Sharing her thoughts, Daisy Chittilapilly, MD, Partner Organisation, Cisco - India and SAARC said, “The challenges to keep the stories really short or hook the attention of your user experience is very important. You must have the ability to direct what the audience wants to see.The direction should in the end garner a purchase.”

Guest of Honour Prahlad Kakkar said, “It is only with storytelling that you will stay engaged, be it the conventional form or the today’s digital times get young, learn from them, don’t fear technology and it will help you tell your story in the most edited and sharp way. Storytelling will never become obsolete. It will always stay relevant.”

Proceeding further in a conversation with KV Sridhar on brands then and now, Alyque Padamsee said “Digital revolution is the first medium that is interactive. The consumer can be invited in the evolution of the brand.”

Concluding the occasion were ace celebrities like Richa Chadda, Nawazuddin Siddiqui, Amit Trivedi, and Masaba Gupta who attracted eyeballs. They were honoured with awards pertaining to their relevant industries, rounding off a gala evening that celebrated brands personal and professional.

Read 212 times Last modified on Tuesday, 27 March 2018 02:19
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