"Along with topicality, brands need to create a connect that is contemporary"

Santosh Desai, MD & CEO, Future Brands talks about iconic brands built on powerful insights and how brands are adopting the topicality strategy, among other things...

e4m by Twishy
Updated: Nov 28, 2013 8:06 AM
"Along with topicality, brands need to create a connect that is contemporary"

One can never forget the Cadbury girl rejoicing Indian cricket team’s victory with ‘Kuch khaas hai zindagi me’ and the powerful connectivity of Vodafone with the pug giving the message of ‘Wherever you go, our network follows you’. These are iconic brands built on powerful insights. They have very beautifully translated insights into good communication strategies.

They are memorable, relatable and delightful. Santosh Desai, MD and CEO of Future Brands, in an exclusive video chat, explained how some brands have successfully converted insights into endearing campaigns. He spoke about how beautifully Cadbury has hit the right chords and translated insights into fresh and memorable initiatives. 

Another very important strategy that brands have started adopting is of topicality. The perfect example of the same is the Amul girl who throws light on the important issues gripping the nation. Telecom brand Idea has also designed good campaigns for festivals like Diwali, Rakshabandhan and Eid.

Topicality is important, but what is more critical is to have a connect that is contemporary, explained Desai. 

Watch the video to know more...

Video edited by Abid Hasan 

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