Top Story

Home >> Marketing >> Article

Conviction, simplicity and sense of humour key on digital medium: Arnab Goswami

01-March-2017
Font Size   16
Conviction, simplicity and sense of humour key on digital medium: Arnab Goswami

The launch of the first Dentsu Aegis Network exchange4media Digital Report took place last evening in Mumbai. The report looks at the growth of digital advertising, the factors responsible for the growth and the future of the digital medium and digital advertising.

On the occasion of the launch, Arnab Goswami, MD and Co-founder of Republic TV, shared his thoughts about the digital medium while also talking about how he, himself, views the digital medium; something, as he confessed, he did not pay much attention to till a few years back.

According to Goswami, the strength of the medium lies in the fact that one can build a "massive" media brand by solely focusing on the digital medium. Giving his own example, he said that even though his job as a journalist was on television, the digital medium allowed him to interact and engage with his viewers.

Talking about the digital audience he said, "People on digital do not take anything at face value. What they want is authenticity. They want you to relate to them. What they want is a straightforward emotional connect with the product, whatever it is. They are not concerned with numbers."

He called television a "democratic, fragmented medium", given the innumerable choices viewers have. But, according to him, the digital medium actually takes this to a much higher scale.

"Make a claim on digital only when you are 100 per cent sure," he advised. "Because you will be challenged just once and hated a 1000 times."

He further advised the audience that it is better to stick to a single message on the medium as the digital audience is impressed by quality and conviction and not quantity.

To sum up, he stated that three important lessons to keep in mind on the digital medium are to have conviction, to keep the message simple and to have a sense of humour, viz., to not take yourself and your brand too seriously.

Tags #DANe4mreport Television

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity