The final two years have pressured manufacturers and advertisers to reimagine their communication methods. Increasingly manufacturers have begun to hunt enterprise fixing points versus working only a run-of-the-mill marketing campaign, Dheeraj Sinha, CEO, Leo Burnett, South Asia and chairman, BBH India, informed BrandWagon Online. “The fundamentals of advertising, which is about solving problems both at the business and human level, hasn’t changed. What has changed is the palette that’s available for use. From technology platforms to data, and video, a large number of options are available that can be leveraged today,” he added. Sinha spoke on the sidelines of Goafest 2022.
As per Sinha, the shift in direction of digital platforms has allowed advertisers to experiment with their communication methods. “In order to break through the clutter on digital, it is important to become a part of people’s lives by telling stories and narratives that people want to engage with,” he added. Furthermore, with varied platforms accessible to advertisers right now, it permits manufacturers to attach with totally different audiences in numerous methods and scale up. For occasion, a specific model can run an emotional model narrative on TV, or a how-to video on YouTube and an influencer-led unpacking on different digital platforms.
For Sinha, function has to navigate or journey via the core of the model’s premise and shouldn’t be a way to get fast reputation. He cited an instance of female hygiene model Whisper’s marketing campaign The Missing Chapter which addresses the significance of menstrual schooling. The marketing campaign was created on the again of the truth that 2.3 crore ladies drop out of faculty when their intervals start, and 71% of adolescent ladies in India usually are not conscious that menstruation happens till they start their interval. This purpose-driven marketing campaign is according to the work that Whisper as a model allows, he mentioned.
Furthermore, he added that creativity powered by know-how will play an vital function shifting ahead. For occasion, he added that HP Lubricants and Leo Burnett India got here collectively to innovate Roads That Honk, an anti-collision automobile administration system for harmful hairpin bends, in a bid to minimise deadly accidents. “The key is to solve a human problem and enable brands to communicate that,” Sinha acknowledged.
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Source: www.financialexpress.com”