TV is no longer one-way, it is integrated with other devices: Amer Jaleel
Jaleel, Group CCO & Chairman of Mullen Lowe Lintas Group, in the Creative Connect sessions spoke about how his agency integrated TV with Internet and mobile for several brands
The second edition of the e4m TV First Conference saw multiple brand experts sharing how TV was a leverage point for their brand.
Amer Jaleel, Group CCO and Chairman of Mullen Lowe Lintas, spoke about how his agency integrated television with mobile and social media for brands like Swiggy, Motilal Ostwal and Knorr Soup. The key highlight from Jaleel's session emphasised how television is no longer a one-way medium, it is integrated with other devices.
Jaleel began his session saying, "TV is no longer one way. I mean it's now easier to make TV work with other devices. It is about taking advantage of that in various ways", remarked Jaleel.
Now, because your TV and phone are connected it is easier to make the two of them work together.
Jaleel shared, "Recently we did this for our client Swiggy. The brand wanted to do this quick expansion during the IPL. A simple insight is that people watched the IPL and they want to eat at that time. So it was about doing things for Swiggy so that it makes you want to order from Swiggy."
Talking about Swiggy and how they leveraged TV Jaleel commented, "When TV is in front of you it is telling you what to do with your phone and with your tummy. The window of Swiggy was only for six minutes. That is how the TVC worked. It became hectic during that time because of the intensity in the match and people ordered like crazy."
These days the phone is used to access not a number of calls but the Internet. "We had an opportunity to sort look at what the Internet was throwing up as content. And we used that for the category of finance. We thought we can do content inspired communication. Traditionally the sort of content ideas have flown from films or TV to content platforms and on to the Internet platforms we just did the reverse of that. So we took inspiration from Internet trending videos for the brand Motilal Ostwal", commented Jaleel.
The third example was about how they used edgy content for the brand Knorr. They started off the journey of the conversation through television. It was Brand Knorr with Karan Johar.
Jaleel remarked, "We tested the boundaries of how observant TV is and what kind of edge and controversy can be absorbed."
He further added, "I think we did quite well with this work and the results are very encouraging. We don't have the exact numbers but again for one of our brands, TV works." It worked for us because it triggered curiosity on TV about what is Karan Johar doing in a soup ad and what exactly is happening here. These were smaller pieces in the larger act that we saw.
"We drove people from television to the Internet. We created a hunger for more content. For digital teasers for long-form and for a lot of conversation", said Jaleel concluding his session.
The e4m TV First Conference was supported by Zee TV.
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