Top Story

e4m_logo.png

Home >> Marketing >> Article

Asia Brand Congress 2008: ‘Communicating a brand that connects, engages and inspires audiences’

26-September-2008
Font Size   16
Asia Brand Congress 2008: ‘Communicating a brand that connects, engages and inspires audiences’

The 17th Asia Brand Congress 2007 began in Mumbai on September 25. The two-day event had some of the best brand managers in the world converging under one roof to share their views and form opinions on the importance of branding. This year’s theme is ‘Communicating a brand that connects, engages and inspires audiences’. The event is presented by Times Now, while exchange4media.com is the online media partner and Pitch and Impact are the trade media partners.

The welcome address was delivered by Sunil Lulla, Chairman, Asia Brand Congress, Director & Group CEO, Alva Brothers Entertainment along with Naveen Kshatriya, CEO & MD, Castrol India Ltd and Regional VP, BP Lubricants.

Lulla said, “In my mind, Mumbai stands as a brand in itself and is a city where everything is possible. And I guess that is why for the last 16 years Brand Congress that ran across the country has now been transformed to Asia Brand Congress and by next year it will be the World Brand Congress. That is the change that we have seen over the years.”

Stating that brands did not belong to individuals, but to the shareholders, Lulla said, “The recent financial developments clearly indicate that the brands that have been cherished and are reputed can change the future. For instance, brands like Tata, Mahindra & Mahindtra and Arcelor Mittal are a clear indication of brands that will head in the future.”

Speaking at the event, Kshatriya said, “With technology and development being very dynamic, the cost of goods has gone up. However, the strategy and challenge for a brand is its communication and brand development.”

Citing Castrol’s example, Kshatriya said, “With increasing competition and the number of multinational companies foraying into India, it had become a challenge for us to differentiate our category and hence, we changed our communication to ‘Castrol, it’s more than just oil; It’s liquid engineering’. Hence, in India we roped in Rahul Dravid and then John Abraham to communicate this message.”

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube