As the global business environment confronts a dramatic disruption caused by an unprecedented crisis, soul-searching has begun in virtual boardrooms to reimagine core brand philosophies. Marketing narratives must adapt to the shifting priorities, and advertising needs to innovate faster than ever before to capture the fleeting attention span of the consumers. The all-pervading digital age is no more a futuristic chimera. It has arrived.
Recently concluded India International Brand Summit 2020 brought together industry stalwarts with a proven record of leading change and creating formidable brands. CEOs, CMOs, Creative Directors, Communications Experts and Brand Evangelists from several leading organisations engaged in conversations on themes designed to address the current market realities. The first-hand insights and virtual networking opportunities were aimed at setting the growth agenda for the participating companies and individuals in the months and years to come.
The summit kick-started with the discussion on the topic Decoding Consumer Journeys in the New Normal with Vivek Merani (MD-Magnon eg+), Guneet Singh (Head-Marketing & Creative Solutions-Google) and Divya Dixit (SVP-ALTBalaji) in the panel. Guneet demonstrated the following six fundamentals of consumer behaviour: Category Heuristics, Authority Bias, Social Proof, Power of Now, Scarcity Bias and Power of Free.
The second panel included Manoj Lalwani (CMO-92.7 Big FM), Vishal Jacob (CDO-Wavemaker), Naved Aqeel (MD-Magnon Sancus) & Rajiv Dubey (Head of Media-Dabur). The topic of the discussion was Future of Advertising: Automated, Personalised & Automated. Stressing on the co-existence of media channels, Manoj Lalwani said, “No medium has gone anywhere, all mediums co-exist as each has a role to play. So, as a marketer, you have to make sure that you are building a media-mix to accomplish the right outcome for a particular campaign.”
Effectiveness of any marketing campaign depends on the kind of story it tells. The panelists of the third session of IIBS including Aditya R. Kanthy (CEO & MD-DDB Mudra Group), Prachi Mohapatra (CMO-fbb Future Retail), Abhishek Joshi (Head of Marketing-MX Player) and Aalok Bhan (CMO-Max Life) shared their insights on the topic The Art of Storytelling: Crafting Brand Narratives.
Fourth session delved into the topic Print, Electronic, Digital & OTT: The Big Fight for Consumer Media with Debosmita Majumder (Head of Marketing-Porsche India), Manoj Lalwani (CMO-92.7 Big FM), Nitin Naresh (MD-Magnon\TBWA) & Lloyd Mathias. Focusing on segmentation, Llyod Mathias said, “You are now able to segment your communication far more sharply. Another realization is the new age consumer expects to have a conversation with the brand.”
The final session of the summit covered the topic Marketing in the New Age: Trends, Technologies & The Adaptability of the Brands. Moderated by Nandkishore Pillai, the panel had Srihari Palangala (Head of Marketing-Dell), Mandeep Singh (MD & CEO-CPM India) & Satish N.S (SVP-Haier). Explaining the true role of technology, Mandeep commented, “The best technology is that what is not seen, so I will bet on a phy-gital era to come, in which human thrives and technology remains on the backbench.”
The platinum sponsor of IIBS 2020 was Magnon, one of India’s largest advertising & digital agency groups. The event was supported by ALTBalaji (Digital Partner), ETBrandEquity (Media Partner), TAPMI (Knowledge Partner), NewsX (Media Partner), Talentrack (Talent Partner), CPM India (Event Partner), Talentown (Online Media Partner), TreeShade Books (Publishing Partner) and Nine Triangles (Process Partner). The event was streamed live and was attended by over 2,000 participants.
Watch all the sessions here – https://www.iibrandsummit.com/schedule