"Content is the king, platform is secondary"
All screens create brand communication singling out audiences, but basics remain the same, say industry experts
When one is marketing on various multiple platforms, does he need to innovate and have a different content strategy for all the platforms? A consensus was established among all the experts involved in making commercials for brands, which was that ad films will be made in the future like they were in the past, but the technology will only keep changing and hence, the platforms are secondary.
E Suresh, Founder and Director, Essaurus mentioned that in terms of treatment, there is an edge on what kind of TG one is addressing but the overall basics of film making remain the same. Carlton D'Silva, CCO, Hungama Digital Entertainment said, “All screens create brand communication singling out audiences, but basics remain the same.”
Roopak Saluja, CEO & Founder, 120Media Collective said that the new media are expanding, but in the Indian context, this is not happening at the cost of traditional media. Ayyappa KM, Director, Early Man Films shared, “The viral capabilities of commercials are dependent on the kind of audience they serve and the kind of content they have for them – be it digital or traditional media.”
Chhaya Bharadwaj, Founder, BC Webwise said that on both, interactive and non-interactive media, the model of making commercials works simultaneously.
When dealing with creative challenges, every expert had a different opinion, but leading to similar objective: RoI.
Suresh shared that the biggest creative challenge is to get the participation from the grass root level audiences. He insisted that one commercial should be a trigger for another one and new formats should be an improvised version of the previous one.
D'Silva said that at the time commercial reaches those it is meant for, most of the work has already been done in terms of visualisation, “On our end, we figure out the best fit and then try to put the commercial on interactive media.”
Saluja mentioned the concept of Create Once, Publish Ever (COPE). In order to create viral content on digital media, the clients should be willing to take risks as nobody knows what works and what does not work. It all depends upon the innovation factor and it necessarily involves risk.
According to Ayyappa, ideas work on creativity and that can happen on any platform; hence, creative challenges should be taken as a way to improve the current level of communication the brand is on.
Bharadwaj was of the view that sizes of different screens on different media change the brand experience for the consumer and maintaining the brand identity with the difference is the most challenging task for them. She insisted that since the brand experience is different, it might have an impact on brand perception as well. Therefore, one has to rethink different strategy for different platforms, either through content or execution.
When asked about technology and audience involvement in creating commercials for different media, all experts unanimously agreed that the technology is an enabler and not the ideator. Saluja shared the case of Go-Pro cameras, where the visuals shot by customers are used as commercials, exemplifying the intelligent use of audiences as marketers.
E Suresh, Roopak Saluja, Carlton D'Silva, Chhaya Bharadwaj, Ayyappa KM were sharing their thoughts at PromaxBDA 2013 India Conference in the session ‘Making TV Commercials in Multi-screen Environment’. The session was moderated by Sunil Kumar, President, exchange4media Group.
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