Kedar Apte’s mantra for great ad: Grab attention, create recall value, deliver a message

Apte, the VP- Marketing at Castrol India speaks on ‘ABC of TV advertising in the ever evolving digital world’ at exchange4media TV First Conference

e4m by exchange4media Staff
Updated: Feb 1, 2019 8:30 AM
Kedar Apte

The TV viewing ecosystem in India is changing quite rapidly. From the days of family watching on one screen in the 2000s to each individual in the family watching different content on different screens now, the viewing pattern has come a long way. So, how do ad films evolve to keep pace with this rapidly changing ecosystem?

The question was answered by Kedar Apte, VP-Marketing, Castrol India, as he took to the stage at the exchange4media TV First Conference held in Mumbai on Thursday. Apte spoke on the topic ‘ABC of TV advertising in the ever evolving digital world’.

Apte started the session highlighting the fact that today, at any given time, an individual is exposed to more than one screen, be it TV, laptop or mobile phones, and this is changing the complete ecosystem. “There is an overload of information that a person is exposed to. And so ad films need to evolve in this world where the consumer landscape is completely changing,” said Apte. 

Explaining what according to him is the ‘ABC of TV advertising’, Apte shared that A stood for ‘Attention’, B for ‘Branding’ and C for ‘Communication’. 

Elaborating on these, Apte said, “‘Attention’ means that a TV film should be able to grab the eyeballs of the consumers, ‘Branding’ means that the film should ensure that the consumer is able to recall your brand after seeing that film, and ‘Communication’ means that the film is able to deliver a message.”

Apte then shared tactics and strategies on how ad films can achieve the A, B and C.  

Speaking about the ‘Attention’ factor, Apte mentioned that the number of ad messages has grown 10 times in the past few years. An average consumer sees at least 5000 messages from brands in a single day. So, how do you ensure that your communication stands out in the clutter of those 5000 messages?

“Surprise the consumer,” answered Apte. Anything that catches the eye of the consumer grabs attention, he said.

Continuing with the element of surprise, Apte said what helps is “being incongruent and non-linear”.

“And finally to grab attention, an ad has to have some entertainment value. If an ad has an entertainment value, whenever it comes on screen, I will drop everything else and watch it again and again,” he added.

Talking about ‘Branding’, Apte said,” The number of brands being advertised has increased by 50 per cent in the last few years. So what is the use of an ad film if a consumer says great ad but does not recall the name of the brand?”

Sharing tactics to make sure that the name of the brand gets registered with the consumer, Apte suggested that an ad should be made in such a way that the brand plays a powerful role in the story of the film.  

Going ahead, Apte then highlighted the role that brand assets such as visuals and songs or jingles play in enhancing the memorability of a brand. According to him, these assets help in creating very powerful identities for brands.

Coming to Communication, Apte said that the first strategy to grab consumer’s attention is being “single-minded”. The next tactic is to evoke very strong emotions. 

Apte concluded his session by talking about purpose-driven marketing. “If you do something consistently, you start owning that space I the mind of consumers and communicate that message.”

Apte finally left the audience with some creative “that had not only cracked the A, B, C but A to Z”. 

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