BrandTalk: How to build brand loyalty with millennials

A panel comprising industry honchos from across sectors discusses how to target the digital savvy consumers

e4m by exchange4media Staff
Updated: Jul 20, 2019 9:00 AM

The first session of Pitch BrandTalk 2019 held in Gurugram on Friday was on ‘Building Brand Loyalty with Millennials’. The panel was chaired by Ashwin Padmanabhan, Head- Trading and Partnerships, GroupM India. The panel comprised industry honchos from across sectors namely Ankit Paul, Country Lead - Monetization Strategy and Programmatic, Alibaba UC; Karan Shroff, Head - Brand Marketing, Xiaomi; Naresh Krishnaswamy, Head - Growth & Marketing,; Rahul Deorah, VP-Marketing, UrbanClap; Somasree Bose, Head Marketing (Personal Care), Godrej Consumer Product; and Bharat Rajamani, Partner - Advisory Services, KPMG India.

Padmanabhan started the discussion by asking Deorah how a brand like UrbanClap is building consistency and engagement in this day and age. Deorah replied saying, “There are three things: First is creating the right business model in which everyone wins, including the customers, service professionals as well as the company; second is ensuring that we give them all the tools to succeed, right from market knowledge to a lot of thing that sanitises the service; and third is a positive intent,” said Deorah.

Agreeing with Deorah, Krishnaswamy emphasised that the value imbibed by the founders of the company helps the company in reaching out to customers and fulfilling their expectations. “It starts with the culture of the company, what the founders emphasise from day one, and the kind of behaviour the leaders show on a daily basis. Also, you need to have that loop where you're talking to the customer almost real time. In an industry like this where you're touching the customer almost on a daily basis, the kind of experience that you give to the customer is what sets the context.”  

Talking about Xiaomi’s brand philosophy, Karan Shroff said, “Our core philosophy has always been to listen to the consumer. We always want to know what they are thinking what they want and what direction they want the brand to move in. Our products are also sometimes designed around what the consumer wants. So typically, we are always listening to them. That's been one of our core philosophies. It's been in our DNA, and it's something we've carried from day one.”

Bose shared with the audience a small anecdote about how they understood what millennials want. She said millennials are generation of digital know-it-all. “In 2012, we realised that with these millennials, you can't just be selling a product. You have to make them live and experience.”

“Nowadays, most of the destinations for holidays are decided on the basis of the experience created on Instagram. The understanding is that it's the Instagrams of the world that is actually driving a lot of experience,” added Bose.

Paul shared how UC browser is changing, helping and making life easier for the millennials of the world. “UC Browser has made life easier for many. You just have to navigate. As soon as you scroll down, you have the news feed starts coming in. So you have a plethora of information on entertainment, politics, and other news. Everything is at one place, you don't have to go anywhere outside.”

According to Paul, UC Browser has impacted life of many millennials living in Tier 2- Tier 3.

When asked Rajamani if he has noticed a strategy that the brands are nowadays using to stay relevant across organisations, he said, “Everybody is investing on digital, analytics, and understanding the media consumption habits of the consumers.”

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