Top Story

e4m_logo.png

Home >> GoaFest 2013 >> Article

Generate content that’s shareable: Roger Mulchandani

05-April-2013
Font Size   16
Share
Generate content that’s shareable: Roger Mulchandani

Social media has become the most talked about in the business of communication today. Everyone has an opinion on how this new media will shape up the brand image at various levels of a campaign. It has thus become necessary to understand the effectiveness that social media will bring along with it. That is the first step towards leveraging the essence of the emerging new media in a brand’s communication plan.

According to Roger Mulchandani, Director, Warc, Asia-Pacific, “Brands should experiment with content today. It is essential to generate content that is shareable.” Mulchandani believes that the foremost thing that brands should focus on is to break rules or taboos while designing content for social. It is essential that content on social has a humorous flavour and make use of quirky use of celebrity. Content on social has the power to advocate a cause that can be inspirational.

Consumers have greater control over social media. Considering this factor, brands should understand that in the new media world consumers are the real heroes. With changing consumption patterns it is essential that there is integration in communication plans today. According to various researches done by Warc, it can be observed that the integration of television and digital works the best.

Television has the power of signposting, which can act as a medium via which communication messages can be directed to social. Television provides the ignition and helps in being a medium that be explanatory in nature. On the other hand, digital helps brands in propagating idea that be shared, is involving in nature, is informative, generates in amplification and also leads to fulfilment of purchases.

Brands that understand the true power of social and its reach with integration will gain maximum consumer response. It will be interesting to see how brands will focus on social independently in their communication plans in the coming days and seek the attention of consumers.

Roger Mulchandani was a speaker at the GoaFest 2013

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.