Posts Tagged "Engagement"

Would you rather love me for 30 secs or a life time?


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The debate on whether television and print as a medium is losing its status of Holy Grail in the advertising community, has been on for quite some time now. Industry pundits will throw stats at you (and I won’t) and passionately argue that India unlike the developed countries still nurses an appetite for 30 sec commercials and full page ads.

So marketers still pump in thousands of crores to get ‘eyeballs’. They believe a full page ad in The Times of India will be enough to get the ‘changing Indian woman’ (just dissected the day before in the ppt). 30 or 20 or 10 is really not the point – the secondage never was, question is: “is television enough to anchor your brand in the lives of consumers?”

Here’s my argument:

We live in…
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‘The lines have long disappeared’. As told to ‘Impact’ by a true brand custodian Anil Nair, CEO, Law & Kenneth


   16

Someone asked me recently, whether building brands in the coming decade would rest with above the line or below the line agencies? My reply was that the lines have long disappeared and the only line one needs to look at is what’s drawn between the consumer and the brand.

The reality is that very few brands can afford to play the IPL gamble, use fix-all celebrities or create TOI roadblocks to establish themselves quickly. Marketing ROI and strategies thereof are under the scanner in many boardrooms.

Given this truth, I believe the next decade will not be about ‘interruption’ or disruption’ but about connections, conversations and adding value to consumers’ lives. The only way forward for brands will be through making meaningful cultural connections and creating lasting relationships with their consumers. It’s not going to…
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“This is why I love YouTube.” From the heart of Aheibam Prahlad. Copy Group Head, L&K Delhi


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YouTube has been defining the single most important thing of our lives today – sharing. In an easy to consume way. And we all love to be a part of it. You can’t deny having seen some of the most amazing videos, most hilarious ones, most touching ones, videos that you love but never know where to find or who to ask for and videos that have helped you as a professional, as a family “chef”, a parent, a geek…. And then again there have been your own YouTube moments where you play the lead. We have seen exceptionally spectacular YouTube events too, which could not have been possibly executed on any other media. YouTube Symphony Orchestra was one such surprise.

Here’s good news for all ye YouTube enthusiasts who have been meaning to…
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