After the first successful brand fest, Brand Klub organized a second season, which kickstarted on Saturday with engaging and full of information sessions by industry veterans.
The second season of the fest was held virtually with three main speakers- Former Executive Director of Tata Sons & Vice Chairman of the Board of HUL, R.Gopalakrishnan, Vice President- Digital of Madison Media, Chintan Soni and Chief Operating Officer of Amul (GCMMF), Jayen Mehta. And the icing on the topping was an enriching business and brand quiz by Sanjay Chakraborty.
The first power-packed session by R.Gopalakrishnan was on the topic of ‘what it takes for a company to be respected, admired and loved. The session was most informative as someone with 55 years of corporate experience,34 years of board experience and the author of 17 books was speaking on the topic.
The second session by Chintan Soni was on ‘Digital-Today and Tomorrow’, where he explained in detail the current and future trends of the digital media. He said, “In 2014-15 when Tata started selling houses online, there were many naysayers, but digital has become a part of life for everyone. And with UPI use increasing day by day and low internet rates in India, helping people consume content of their choices online has given a great opportunity for the advertisers to broadcast content to their target market.”
He further added that every brand should focus on media optimization, keeping in mind the 8-second time span that any content has to become a thumb stopper. He highlighted the rise of regional content as more and more people are consuming content in the language they speak.He advised brands to be more focused to increase engagement, sales or sign up percentage.
The third session by Chief Operating Officer Of Amul (GCMMF), Jayen Mehta, was informative and engaging with details about the journey of Amul. In addition, he showed how Amul creates exciting content with a quiz at the end of the session.
He highlighted that in standard marketing practice, 4P’s of Marketing popularized by Peter Drucker are used by most companies. Still, Amul focuses on 4D’s- Dairy Farmer, Dairy Professional, Dairy Marketer and Dairy Customer at every level of its operation.
He explained Amul’s engagement strategy, which focuses on reaching the end-user. Their practice of active listening is for every company to follow as they take inputs from everyone on social media platforms.
With less than 1 percent total spending on advertising how Amul had won hearts with a clever strategy like broadcasting old Amul adverts during lockdown when Mahabharat and Ramayana were re-telecasted, their long term positioning with taglines which are still relevant and their engagement strategy with their Sunday quiz were some other points he touched during his informative session.
Important to note here that Brand fest is an initiative to enhance entrepreneurs’ learning, marketing and advertising, and the communication fraternity by inviting top industry leaders. The second season of the fest was held virtually.
