MAM

Brands need to stay relevant, contemporary: Experts

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/12/19/Suhel-Venkatesh.jpg?itok=NtJxs7ao

NEW DELHI: “Nonsense”. That was the terse reaction of Jaya Bachchan – actor and now a member of the Parliament – to a question by the ebullient ad wizard Suhel Seth on whether she agreed that brand ambassadors should be held responsible for the brands they represent.

Later, asked to elucidate, she told indiantelevision that she had already said that it was “nonsense.”

Speaking at a session on the business of brand-building at FICCI’s 89th Annual General Meeting, Bachchan said that individuals were brands too, and they added value to the products and services which they endorsed to bring authentication.

(The Parliamentary Standing Committee on Consumer Affairs had, in its review of the Consumer Protection Bill pending in the Parliament, stated earlier this year that stringent provisions may be made to fix liability on endorsers/celebrities as misrepresentation of a product, especially a food product, should be taken very seriously considering the influence of celebrities and high net-worth individuals or companies. It said the existing laws are not deterrent enough to discourage manufacturers or publishers from using such personalities for misleading advertisements.)

Meanwhile, it was generally agreed that brands need to stay relevant and contemporary to the consumers to succeed. Experts agreed that brands need to create an experience by creating an emotional connect with the end-user (consumer); lest they cease to exist.

“Brand is an idea that is in the head today,” said SKA Advisors chairman and former Britannia Industries CEO Sunil Alagh said. “The idea needs to be consistent, and remain contemporary.”

According to Alagh, brands were not companies or products, a view that Bachchan disagreed with. But, Alagh, giving an example, said the 'Angry young man' as an idea was more relevant as an idea, and not Amitabh Bachchan or any other actor.

Alagh said that brands had various stakeholders of late, and, most importantly, consumers were lately getting more information and react about the brand on social media.  He added that the stakeholders looked for an experience with the brand in the contemporary scenario.

Coca-Cola India and south-west Asia president Venkatesh Kini said that a brand was not just an idea but it had to be embodied in a product. “A brand is a product, package and logo,” Kini who leads the 130-year old brand in the region said, and added that a brand might or might not require a celebrity to authenticate its product.

“Consumers are taking ownership of brands, and companies are now looking at co-creating and co-owning the brand,” Kini added.

Seth said that the idea was known if it keeps changing and remained contemporary. Reacting to the issue of brand ambassadors, he said that brand suffered if something happens to the celebrity endorsing it.

Also read

Brand ambassadors equally responsible for misleading ads,can be penalised: Parliamentary Committee

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/jd.jpg?itok=iCvwDes0
Google invests $550 million in Chinese e-commerce company

MUMBAI: American multinational technology company, Google, is all set to invest $550 million in China’s second largest e-commerce company JD.com. The move comes as part of the technology giant’s effort to expand its presence in fast growing Asian market. Under the agreement, Google will receive 27...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/miis.jpg?itok=hKkHO3lk
UC Browser’s Miss Cricket Campaign Makes Debut on billboard at New York Times Square

After almost 2 months of fierce competition, UC Miss Cricket Contest, an exciting campaign from UC Browser, has come to an end, with the winner Nishi Singh featuring on a billboard at New York Times Square. The 21-year old new rising star has also received cash prize of Rs 10 lakh, while the first...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/rupert.jpg?itok=pl4_Dlp9
Audi CEO Rupert Stadler arrested

German automobile company Audi’s CEO Rupert Stadler has been arrested on suspicion of fraud. The arrest has been made in connection with Audi’s parent company Volkswagen’s role in emissionsgate (dieselgate)

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/unilever.jpg?itok=IL0RxprV
Unilever to cut ties with digital influencers

While brands continue to engage in paid promotions through influencer marketing, consumer goods giant Unilever's had enough. The world's second biggest advertiser has decided to stop this practice to promote its products. Companies tend to rely on influencers to generate a buzz around their...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/anita.jpg?itok=wTNSxd4G
Anita Mookerjee joins Lodestar UM as head for South business

Media and marketing company, Lodestar UM has appointed Anita Devraj Mookerjee as the head for South India business.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/bombay.jpg?itok=q0oYnJqd
Bombay Dyeing eyes 20-30% revenue from e-commerce by 2021

MUMBAI: A customised bed sheet with an image of your favourite travel destination, family or just a picture that you clicked. Sounds fancy? Well, bath and bedding company Bombay Dyeing has launched a new campaign to target the millennial consumer where they can upload an image on the company’s...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/MadeForMumbai.jpg?itok=WqWT-VwA
Brand Factory captures the essence of Mumbai through a musical rap

MUMBAI: Fashion discount chain, Brand Factory has used the magic of music to describe the city and the spirit of ‘Mumbaikars’.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/Indigo-Dhoni.jpg?itok=VLft7Xlu
Indigo paints signs MS Dhoni as ambassador

MUMBAI: Decorative paint manufacturers, Indigo Paints, has signed MS Dhoni as brand ambassador.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/Manto.jpg?itok=Vi_oyBEU
Viacom18 hands Digi Osmosis digital mandate for Manto

MUMBAI: Viacom 18 Motion Pictures has partnered with Digi Osmosis for digital marketing of their upcoming movie ‘Manto’ starring Nawazuddin Siddiqui.

MAM Media and Advertising Account

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories