Screenage: Digital has transformed the nature of brand model values: Kavita Nair

Nair, Chief Digital Transformation & Brand Officer, Vodafone Idea, spoke on 'Consumer-centricity in Designing Mobile Experiences' at the e4m Screenage mobile marketing conference

by exchange4media Staff
Published - Oct 14, 2019 8:29 AM Updated: Oct 14, 2019 9:08 AM
Kavita Nair

"Digital has transformed the nature of brand model values", said Kavita Nair, Chief Digital Transformation and Brand Officer, Vodafone Idea, at exchange4media Screenage mobile marketing conference 2019.

Nair was addressing the audience as a headline speaker on the topic 'Consumer-centricity in Designing Mobile Experiences'.

The way consumers look at things has really changed and that makes us all of us rethink business models. The consumer's approach of looking at things was cited as the reason for two major telecom brands Idea and Vodafone joined together.

“Business models, operating models, brand value models, everything is getting disrupted and that is what digital has done, apart from transforming the lives of customers,” said Nair.

Speaking further on the big consumer shifts in the digital era, Nair said, “Aspirations has flattened across socio-economic classes. Everyone really believes they can chase their dreams. The movie Gully Boy is a great example of that.”

She continued, “Women and youngsters have become active influencers before they use to be very passive. We all have grown up to become activists.”

Speaking on how consumers are consuming products she said, “The way in which products are consumed is no more predictable and linear. In the first wave of big shifts, the value was created and owned by the brand and was pushed to the consumer. In the second wave, the value was co-created owing to mass interactive media.”

Nair elaborated with the example of Lego, the plastic construction toys, where value has changed from mass to an interactive medium.

“It's time to move from fix digital journeys to a connected ecosystem which is about collective experiences, which shape the value of brands,” added Nair.

She elaborated on the topic with examples of Vodafone Sakhi- a unique safety service for women where 10 million women subscribed to #VodafoneSakhi. This program bagged many awards.

“The customer is an integral part of the ecosystem and to ride this wave of connected ecosystems brands need to start with people,” she concluded.

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