‘Tis the season to be merry, meet family and friends (albeit following covid security norms), consuming sweetmeats, and naturally, to launch a advertising and marketing blitzkrieg. In our collection BE Lights, ETBrandEquity.com peeks into the minds of entrepreneurs and company heads to grasp their tackle festive season advertising and marketing. On this installment, we current Sunil Narula, senior vice president- gross sales and advertising and marketing, Panasonic Life Options India.
1. How has advertising and marketing through the festive occasions developed over time?
In India, the competition occasions provide a fantastic alternative to reconnect with the viewers by a distinct lens and spotlight our work. Earlier, festive advertising and marketing was all the time about marquee product launches, affords, offers, and modern advert campaigns. However there was a drastic change within the advertising and marketing technique throughout festivals now, primarily due to the large advertising and marketing and advert muddle that’s put out by varied manufacturers making an attempt to seize the highlight.
Now, it’s extra essential that the content material being put out, particularly throughout these altering occasions matches with the present sentiment of the audience. The method needs to be to face out from the muddle, by avoiding utilizing comparable techniques and typography. The advertising and marketing efforts needs to be centered on the connecting message we wish to ship throughout festive advertising and marketing somewhat than the product advert codecs. The truth is, over 90% of our advertising and marketing price range is spent on digital mediums now to extend retail visibility, drive shopper join which is in sync with content material consumption traits.
2. Probably the most memorable festive advertising and marketing marketing campaign you will have completed. Why?
Whereas there have been many memorable campaigns I’ve been part of, the one which may be very near my coronary heart is my first 360-degree marketing campaign for Philips steam irons. This was again in 2005 and it was the primary Indian TV business completed by Philips for the HEC (Residence Setting Care) class. We had completed intensive analysis to get insights on shopper habits with respect to utilization habits and shopping for triggers. The TV business was shot at Filmcity in Mumbai and was directed by Abhinav Deo.
3. Do you are feeling competition advertising and marketing is dropping its sheen within the period of on-line mega gross sales. If sure, then why? If no, then why not?
The e-commerce manufacturers dominate the promoting house through the festive interval, nonetheless the promoting is model agnostic whereby the platforms, usually, deal with celebration, gifting and lure shoppers by passing on large reductions. On this dominance of e-commerce platforms and of air house, the manufacturers have a far greater function to play when it comes to sustaining their join with shoppers with out diluting their long-term positioning. Conserving the lengthy phrases aims in thoughts, the manufacturers stay centered on constructing shopper join through the festive interval and have maintained their sheen despite the fact that the dynamics of enterprise went by modifications.
So, be it Cadbury, Titan, Mercedes Benz, all of them nonetheless conform to common advertising and marketing. It’s because the viewers continues to search for a reference to the manufacturers and their merchandise. For instance: Use of Dermi Cool in the summertime or having a Cadbury throughout Diwali. There may be an expectancy from the viewers for a advertising and marketing marketing campaign, and which is why it is necessary for manufacturers to proceed to market and ship throughout festivities to be part of this joyous event. Additionally, modern merchandise with thrilling festive affords are right here to remain.
Catch what entrepreneurs and company heads need to say about festive season advertising and marketing in ETBrandEquity.com’s particular festive collection BE Lights