In a session on ‘Timeless partnerships between client and strategic agencies’, Chandrashekhar Radhakrishnan, Head of Communication and eCommerce, Nestle South Asia Region spoke about how companies and marketers need to take some risks in the communication they create. He further pushed the thought on how marketing communication should be geared with a more people-centric approach and not as consumers or shoppers. “I really believe that marketing communication is a people business. It is people business and identifying truly competent people is possible the starting point and building block of any timeless partnership between the client and the partners,” he said.
He further spoke about finding the right people is the most important thing for a brand to do. And there are two challenges, one in terms of relationships and the other the new realities for the brand to handle.
“At Nestle we value very much on one side to adapt to meaningful change and anticipate change. But on the other side we like to see all the old approaches thrown out,” he said. He further said that human insights were creating communication with consumer engagement services. The five fundamentals that he said are integral to the communication with consumers and the relationship that a brand builds with them.
The first fundamental that he spoke about was bringing alive the corporate promise. He said that consumers or people are buying into the corporate promise or the value that they bring with them. For this he said that the communication to people needs to be more realistic so that it is relatable.
The second fundamental in marketing communication is that it should be all about the people. He said that brands need to look at their consumers as human beings and not as shoppers as this helps make the communication less superficial. Using examples of the Nescafe advertisement with the comedian, he said it was very relatable to the challenges of the youth today.
The third fundamental for brands was message quality matters the most. Content quality is what should matter the most to brands in their marketing communication. He said there should not be any compromise on the quality of the communication for the brand. For this he gave the example of the Nestle ads for the brand Alpino on some things that are best left unsaid.
The fourth fundamental he said is that engagement is just an enabler. He stressed on the fact that brands needed to engage their customers in order to stay relevant. He said that Maggie as a brand had the most user generated content. If creativity is share-worthy it will do well.
Finally, he said safe creativity is not going to make it in today’s age. He said that there needs to be a shift in marketing communication from safe creativity to relative creativity. In a sense that brands need to take the risk in creating communication that is less on the same lines that they used to and shift to communication that is realistic in today’s age.