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It is increasingly difficult for brands to connect with consumers given the fragmented media landscape, and breaking through the clutter is extremely high on everyone’s mind. says Sunil Kataria, Chairman, Indian Society of Advertisers (ISA).
Terming it a game of perceptions, Kataria said, “Brands have to interact, engage, connect, and leave an impression in the minds of its audience, making a more personal and engaging interaction.”
Kataria was speaking to BusinessLine on the sidelines of the ISA conference in Mumbai. The conference aims to get the corner-office perspective on a leading theme that is currently resonating in the corporate world. This year it was Connectedness Paradox.
Challenges, paradoxes
Kataria said though the digital transformation happening across every sphere of business presented a great opportunity for brands, it was also posing a number of challenges and paradoxes.
Kataria, who is also the CEO, India & SAARC of Godrej Consumer Products Limited, said, “Consumers today are looking for complete brand transparency and authenticity. They are becoming more conscious, and want to know what goes into making a product. Hence, ingredient stories are becoming pretty critical to a brand.”
He said it was no longer a simple proposition to just put a label on a brand. “Consumers want some literature and content to know the products’ ingredients and if they can derive the benefits which the brand promises. This is becoming very critical for brands going forward.”
Citing an example, he said one brand that has provided this information and toed the line is the Godrej No 1 brand, a natural ingredient based soap which has multiple variants. “What we have always been doing throughout is talking about the variants which are based on natural ingredients. Though preferences might change in different States, the story is important, as is getting it across,” he said.
Technology impact
Stating that technology has changed advertising forever, Kataria noted the rapid growth and adoption of internet connectivity has led to the uprooting of long-established advertising norms. Increased connectivity has resulted in the democratisation of media, he said. “Anyone with a good strategy, an internet connection, and basic web design skills is now capable of competing with multibillion dollar enterprises for views and advertising dollars.”
As for the increased use of social media platforms, he said people are accessing information in new ways, and also not relying on merely receiving information through traditional mediums.
“Due to the proliferation of new ways to reach consumers and shifting consumer habits, companies, brands and advertising firms have to develop new ways to reach audiences. Most are investing in digital ads, spending on mobile ads and social media.”
Kataria added the power is shifting to consumers who are demanding more relevant and entertaining experiences in exchange for their attention.
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