The business of communication has changed immensely over time. Today, irrespective of which target group the brand is catering to, it has to make sure it communicates in a certain style. Storytelling is one such style that brands have started adapting to in their advertising campaigns.
According to Ravi Rao, Leader - South Asia, Mindshare, storytelling should be an art that youth-focussed brands should always be inculcating and using in their communication plans.
Rao stressed that it is important for brands to not just narrate great stories, but also tell them in the right manner to connect with the youth. He added that it is important for brands to stick to the basics.
Rao shared his views at a round table on ‘What Youth Want’, organised by IMPACT magazine.
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