Hemant Bakshi, Executive Director, Home and Personal Care, Hindustan Unilever, and the newly-elected ISA Chairman, in an exclusive video interview, talked about the importance of having a robust and vibrant broadcast industry.
He gave pointers on how brands can stay ahead in a VUCA (Volatile, Uncertain, Complex and Ambiguous) world.
Bakshi said that making sure quality of content is good is in everyone’s interest – which includes viewers, broadcasters, and advertisers.
“It is very important for us to have a broadcast industry that it successful, viable and vibrant. Broadcasters are facing many challenges and it is up to us advertisers and agencies to join hands with them to find answers, which will work for everyone. No problem will be solved if we are at loggerheads with each other,” he said.
Bakshi’s best practices to stay ahead in a VUCA world:
Stay very very close to your consumers. Unlike the past, we really need to understand what our consumers are going through, what their key problem and needs are, and find ways to solve the same.
Technology is changing very rapidly. As advertisers, we cannot even begin to imagine what the future of digital it. Therefore, understanding technology, new media and how that is going to change our lives is going to be very important.
The third is make sure we are agile and we do things fast. We don’t have the luxury of taking our time. We will be punished if we take too long.
To know more, watch the video: