Vikas Agnihotri, country director, Google India’s advice to brands was to be prepared for digital as consumers are adopting technology faster than marketers.
“Organisations have been slow to adopt digital. What was part of science fiction earlier has become part of our digital life,” said Agnihotri before showing his first piece of work.
Flipkart Hagglebot (Conceptualised by Google and Dentsu Webchutney)
The other piece of work he showed was for Garnier Micellar Cleansing Water.
Agnihotri ended his talk by stating: “Storytelling is important but so is film craft. The road ahead is complex, but full of opportunities.”
Spotify’s MD, Amarjit Singh Batra spoke about how Spotify used its playlists as the biggest differentiator during its launch in India. The campaign was built around the insight, ‘Life in India is chaotic but music makes it easy’.
He said, “The brand’s OOH campaign ‘There’s a playlist for that’ picked on such chaotic situations and suggested a playlist for each. This went viral on digital and people were creating memes about the same.”
He then showed the case study of the other digital campaign he liked from the previous year which was Swiggy’s ‘voice of hunger’.
He ended the talk with three digital mantras marketers should follow:
1: Same customers consume differently on different media. There are sub-mediums on digital like Facebook, Twitter and Instagram that should be approached differently by brands.
2: Connecting customer data using different touch points.
3: Leverage the two-way communication digital allows you to have with your consumer.
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