Mumbai: On a bright sunny day of 25 April, Indiantelevision.com’s event, The Content Hub, which took place at The Lalit, Mumbai saw the presence of many experts in the content space.
The third panel which was moderated by Hogarth CEO Kartik Nagarajan was on the topic Storytellying with brands. The panelists comprised of Starbucks director - marketing category loyalty digital at Tata Deepa Krishnan, ICICI Securities head marketing Deepak Saluja, aha head revenue & monetization Nitin Burman, Teamology Softech and Media Services Pvt Ltd growth & strategy Lawrence Suchita.
The panel kicked off with Nagarajan questioning other panelists on their favourite brand storytelling moments to which Saluja said, “So when you're building a conversation, especially in a category, like mutual funds, where the genesis of the category over the decades has been in terms of new product offerings, which drew the attention of consumer, this was, for the first time that a brand was really looking at it in a different lens, on the category side, from a consumer side and from a grand setup. So we brought this learning into a narrative about how a father who's been a budding cricket player, playing actively in Ranji Trophy had always dreamt of going to London and watching the matches live at lords, and how that entire dream is fueled or fulfilled by his son.”
Krishnan gave her thoughts on the art of storytelling and mentioned, “The first rule to follow is be clear of what your brand vision is. And stay true to that. Right. The second rule that I follow storytelling is what I've learned in my career in consulting earlier, and it is called the 99 per cent principle. The marketers are so self obsessed that we think the consumers are thinking about our brand 99 per cent of the time, because you may not think about your brand 99 per cent of the time. But if you can get your brand vision and story to match the 99 per cent that is important in their lives, then you have a storytelling kind of play right?”
Burman too commented on his favourite brand moment, “So we thought our whole brand storytelling during the launch has to be where Telugu people accept aha as their own brand, and not somebody who's come from outside of the state. So we launched our segment borderless, which means it's Maya. And that's what is very well accepted by the people. Because the whole communication was created by the Telugu people, for the Telugu people.”
Suchita shared on the evolution of audience consuming content and said, “The evolution has been driven more with The fact that people's interests have changed towards reading, I think India has always read, always read more. But now it sees more. So somewhere, when you actually come across the content, we see it is very emotional and secondly the content is very personal. And this kind of changes the whole storytelling experience.”
