In a brand’s communication plan, it is essential that it keeps in mind that it is chasing a way to reach out where its consumers are heading to. Brands learn from their experiences if they make it their mission to invest time and money on the medium of communication, where consumers are ready to listen to what they have to convey.
According to Shiv Singh, Global Head of Digital, PepsiCo Beverages, it is necessary for brands to leverage cultural elements for their communication plans, even if it is social – the youngest emerging media vehicle. It can be observed that Pepsi as a brand has incorporated culturally elements such as music and being an integral part of various large scale sports properties in various global markets.
Singh pointed out that social can create wonders when it comes to building brand conversations. He is of the opinion that “investing in social will help brands to think about experiences as more than advertising response”.
Recently, Pepsi launched a six-second preview video on social with a cryptic phrase ‘Bey Here Now’, in which Beyonce made an appearance. Conversations started building up instantly – some thought she was releasing a new song, others thought she was unveiling her next album. Following this buzz, Beyonce revealed the Pepsi commercial. Singh is of the opinion that times have changed and brands today can broadcast films by creating curiosity and conversations on social.
It is necessary that brands today identify the cultural elements that it can utilise in their social campaigns to generate action. Singh points out that a dynamic market such as India should look at new forms of creativity using new media.
“Indian marketers should capitalise on new emerging media vehicles such as mobile and social to bring to the table creativity that was never seen before,” Singh stressed. He also mentioned that the power of social is that it is an audio-video media, which brands can leverage by using it in different ways.
Singh strongly believes that India marketers should invest half of their budgets on mobile marketing. Marketers need not increase their spends for that, but can look at smart investments on medium vehicles that will generate instant conversations.
Pepsi India recently collaborated with a popular young music band and created one of its kind music concert. The response was worth noting. It will be interesting to see how Pepsi will use social and mobile by getting inspired by its global marketing strategies in the coming year.
Shiv Singh was a speaker at Goafest 2013.
Goafest 2013 coverage on exchange4media is presented by Patrika group.