Marketers need to experiment and reinvent through recession

MUMBAI: As the economic downturn has picked significant holes into consumer pockets thereby forcing buyers to become exceedingly cautious is their spending habits, marketers need to engage prospective buyers through experimentation and reinvention to "split that purse lace open."

Speaking at the World Brand Congress 2009 forum, Infosys head global branding and corp marketing Aditya Nath Jha said, "Marketers have to reshape their marketing strategies in a bid to get their brands into the consumer‘s pocket. And this can be done, by shifting focus from divulging information to creating direct consumer connect."
Jha also believes that companies need to move away from building product brands to creating strong company brands.

"It‘s not just the products themselves, but the company behaviour that affects the brand identity of the products. Therefore, it is very essential to construct the corporate brand and live up to the brand proposition." 
Meanwhile, Leo Burnett national creative director KV Sridhar noted that unlike earlier days, when marketers were busy chasing consumers, today marketers need to be found by the consumers.

"Today consumers are all over the information network and are always on the hunt. Thus, unlike yesteryears, now marketers have to alter their swing from chasing to being found; from shouting to listening," Sridhar explained. 
For Shantanu Bhanja, Hindustan Times VP marketing, the most convenient route to reach consumer pockets, especially during downturn, is by creating two-way interaction using the digital path.

"Recession is the best time to build brand loyalty and to generate that, one has to co-create brands along with the consumers. This so-creation can be led through consumer interactions across various digital platforms including the internet and mobile," Bhanja added.

Latest Reads
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories