E4mConclave South: Talking the ‘Purpose’ language

The umbrella theme for the South Conclave this year was ‘Making Brands Purposeful’

The first-ever exchange4media Conclave South, the regional version of the flagship event by the Group, was held in Bengaluru on December 1, 2017 at Royal Orchid Hotel. The umbrella theme for the South Conclave this year was ‘Making Brands Purposeful’.

The theme for the first power-packed panel was Talking the ‘Purpose’ language where the panellists spoke about ‘A good purpose must be communicated aptly to the right target audience, through effective tool such as content marketing and the likes...Some do’s and don’ts’
The first session began with the moderator, Mohit Joshi, MD of Havas Media Group India, mentioning a key point of a report saying, “74% of the brands will disappear tomorrow and the consumers won’t even bother.” The panellists included Amit Gupta, CEO of Asianet News Media & Entertainment, Meera Iyer, Marketing Head of Big Basket, Narayan Raja, Director & Senior VP – Sales & Marketing of Toyota Kirloskar, Suparna Mitra, CMO of Titan (Watches & Accessories Division) and Vineet Sehgal, CMO of Quikr and Pallavi Chopra, Head of Marketing at RedBus.in.
Chopra, Head Marketing at RedBus, which is a service led platform, began discussing about the topic saying, “We are a service brand. And for us purposeful marketing becomes extremely important. Ratings and reviews is the sort of content that help us throughout in our branding. It plays a major role in our marketing.”
Being the only representative from a media brand, Gupta spoke about the report that Joshi mentioned, saying, “We belong to the 26% who will not just vanish and be forgotten since we are a conglomerate. A Republic or a Kannada Prabha cannot be forgotten just like that.” Speaking about the role content plays in a brand, he said, “Content is communication. Communication is content. This content has to resonate among the consumers.”
Raja of Toyota Kirloskar, said, “In India, we have the highest death rates in the world. So we as an automobile brand must be really careful and purposeful in our branding. The purpose must be meaningful.”
Mitra spoke about the dont’s when it comes to a brand’s purposeful communication. She said, “Brand communication shouldn’t be all about advertising. Consumers watch advertisements and forget about the ad and the brand later on. Beyond marketing, brands need to find a genuine purpose. Content is not only about communication. When purpose is good then advertising content doesn’t have to be done. For me, I think Tata is a brand that is doing a purposeful branding.”
Meera Iyer of Big Basket spoke about her perspective of content as she said, “There are different stages in a brand’s lifecycle. For me, on one end there is focussing on retaining the existing consumers and on the other there is exploring and getting new customers on board. The content to approach both these consumers is different. And I haven’t been able to do justice to both the sides. I think Amul has done a great job in this.”
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