This column is specially curated for advertisers to peek into the minds of the CEOs and CMOs to understand their marketing strategies. The weekend special column shall feature the head honchos across industries and services.
A brand which is your lifeline and why?
There are quite a few iconic tech brands, such as Apple and HP, that most of us can’t live without. If I were to look beyond these considering the current situation, it is Big Basket Daily. They have won over my loyalty by maintaining strong supply lines for the purchase of daily essentials and select groceries during the lockdown period. I use their service on a daily basis for buying milk, vegetables and other daily groceries. The true value of a brand is demonstrated during tough conditions, and I feel BB Daily has scored very high on this parameter.
An ad which is an all-time favorite/or an ad that inspires you/or an ad which is a work of creative genius according to you?
I think the ‘Intel Inside’ campaign in the 90’s was an incredibly novel marketing approach. Thanks to this campaign, millions of otherwise tech-illiterate consumers came to know about Intel. Consumers started taking notice of what was inside of the system while purchasing a PC. So, with this campaign, Intel created a perception that it’s worth paying more for a PC. They continue to enjoy this brand equity even today. This is the best-case study for building an ingredient brand.
The ‘Hamara Bajaj’ campaign is truly a masterpiece in the history of Indian advertising. In the late 80’s, owning a scooter was a symbol of progression. This campaign reflected the mood of the Indian middle class just before the economic reforms and mirrored their aspirations. It brought so many relatable moments from the life of a consumer onto a canvas that fueled pride in an Indian brand.
A marketing gimmick which you believe is pure gold and why?
The success of a retail store is greatly influenced by the positive word-of-mouth and customer traffic it generates during the launch week. The innovative marketing ideas used during IKEA’s store opening in Hyderabad score high along with these parameters. Be it the empty IKEA boxes on the baggage belt at the airport announcing the launch; VR-led in-store experiences while travelling in an IKEA-branded autorickshaw, or decking up a high-street bus shelter with trendy furniture and rugs – full credit to the team that brought these ideas to life.
Your current web-series obsession and why?
NARCOS Mexico on Netflix. The fascinating depiction of the complex web of relationships and undercurrents among drug cartels, security agencies, and politicians is a strong reason to root for this web series. It’s riveting to watch how Felix – the protagonist – deftly maneuvers his way the top of the heap, while being extremely vulnerable at the same time. The characterisation of Kiki Camarena as a straightforward DEA agent who is obsessed to prove his convictions is easily one of the best in recent times.
Have you witnessed any trend around digital infrastructure, data tools, and their marketing during this pandemic?
Innovation, creativity, and agility is a way of life. The pandemic has only hastened the emergence of the digital medium as the leading marketing vehicle. Brands that invested in crafting online purchase journeys for customers are now reaping their rewards. Analytics tools, such as Mixpanel, Buzzsumo, Traackr, provide good insights into digital behaviour and gauge customer response to our content. I do expect the integrated approach to be increasingly followed by marketers (media, tools, data, insights, technology, creative). All of this enables a marketer to offer a contextual brand experience at different points in a consumer’s digital journey. The task for every marketer is to keep the interactions healthy as well as ethical, and provide the right level of personalisation.
An app you can’t live without.
Microsoft Teams. It’s one of the best collaboration tools that I have used.
How do you see the COVID-19 situation impacting your industry and your mantra of optimism for it?
Although this is definitely a challenge in the short term, the COVID-19 situation has also accelerated the adoption of storage technologies to manage our work, social, and personal lives. For instance, there is an exponential growth in video-led content today – I believe Western Digital is well-positioned to solve the consumer needs for storing and managing their valuable data.