India Brand Conclave: Marketing to millennials should be authentic, honest: Sudhakar Rao

Sudhakar Rao, Director, Branding, ICFAI Group, shared key insights on ‘Millennials: Future of Brands Evolution’

e4m by exchange4media Staff
Updated: Nov 29, 2019 11:25 AM
Sudhakar Rao

It was a gathering of thought leaders at the exchange4media India Brand Conclave 2019 held at the ITC Maratha, Mumbai. The theme ‘Brand In Culture’ drew insights from some of the best industry representatives.

Sudhakar Rao, Director, Branding, ICFAI Group, took to the stage to deliver insights on the ‘Millennials: Future of Brands Evolution’.

In his session, Rao focused on talking about the issues millennials were facing and how brands address them. The issues being - not used to top down communication, exposed to enough dystopian content, and being cynical and suspicious of any authority. He insisted that brands can deal with such issues by being authentic, honest and using extreme imagination.

“Marketing to millennials should be authentic, honest and with brands pushing the boundaries,” he said.

Rao showcased few examples of authentic creativity by brands that has touched hearts.

Further during the session, Rao spoke about how no other generation has been so connected with multiple touch points. “So, the big challenge is how do we unify all these touch points? And how do we manage diversity while keeping this unity acknowledging that each touch-point has its own latitude, limitation and possibilities. Are we leveraging all well?’ Rao asked.

Sudhakar mentioned brands like Tide, Burger King and IKEA as those who had gained maximum engagement through the element of surprise. “To be relevant for the millennials, brands now a days have to keep pushing the boundaries,” he concluded.

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