At the exchange4media Conclave, Pradeep Dwivedi, CEO, Sakal Media, put forward a presentation on ‘Connecting brands with emerging India – leveraging emotions beyond technology’ where he talked about how brands can connect to grassroot levels.
He started his session with the most recent incident that took the world by surprise, the US elections, where he questioned the audience about how many had predicted Hillary Clinton’s win, going by the share of voices and the metrics of the campaign. He then pointed out where Clinton’s campaign went wrong and how Donald Trump’s campaign edged past her, eventually connecting that with problems faced by marketers today, as he said, “The results were so outstandingly different. How could all the measurements go so wrong? Clinton’s campaign, supported by celebrities like Jay-Z, was so urban centric that it didn’t read the reality of what’s going on in the marketplace. Sometimes marketers don’t tend to think beyond what they hear from responses on social media. This is how they miss out on the larger audience on the ground. On the other hand what worked for Trump his investment on hats that read, ‘Make America Great Again’, which went even to the smallest of states. It really connected with the audience. The motive of the campaign was to address the larger masses and connect with them. So marketers want to be successful but they don’t look beyond data and metrics and don’t go out discovering what’s there in the marketplace.”
Dwivedi then moved to how marketers can use the grassroots emotional engagement to connect a brand to the audience. “ROIs, metrics and other measures that have worked for a brand for ages start feeling the challenge when it starts moving beyond the urban sector. Establishing connect with a brand is largely about making sure that you are reaching out to audience that’s having a message,” he said.
He also talked about the two kind of marketing approaches today, saying, “Those are broad casting and narrow casting. All the marketing approaches that are there today, the traditional client agency, the client-media relationship is all about broadcasting. It’s about the maximum reach that I can get. So unless you are engaging with the client directly it’s not likely to create a recall.”
Dwivedi also listed out the mantras that will do “wonders in the marketplaces”. “If you want to make a success in emerging India, get a great local insight. That insight will come by spending time in the town. Next is about identifying the audience you really want to target. Build the entire program and then scale it up.” He also mentioned the need of using regional flavours with festivals in marketing and identifying the core audience. “You cannot possibly cover every segment in the market with a single sway. There is youth, women powered by some level of education and women who are not privileged with education. You have to keep these segments in mind,” said Dwivedi.
He pointed out the grand success of PM Narendra Modi’s campaign and how it touched with the pulse of the audience across the country and reached the interiors. “When the election results came out, people were shocked by the number of seats BJP had won in the Lok Sabha. This recognised the fact that it connected with the real parts of India and that’s the way to go about it. So ultimately, it all boils down to the audience.”
He talked about understanding the new age audience who is getting more aware with television, mobile access and regional print dailies. “If you can understand this audience you can create a success out of it. After that what the brand needs to do is to have a trusted partner that can represent a campaign. Regional media does a fabulous job. It understands the brand, connects with the audience with credibility and move 200 km from urban centre. It builds a program that’s really strong and innovative like street plays, looks at specific community related actions, which allow you to convey message for the brand to kind of take it forward. All regional players have strong programs connecting with specific sets of audiences. It’s important we take these segments separately,” added Dwivedi.
The e4m Conclave is presented by Dainik Jagran and powered by Zee Entertainment.