Driving The Digital Explosion

On the most pertinent challenges facing brands today…

The competition in the beauty segment has heated up and India is probably one of the most dynamic beauty markets in the world. The biggest challenge for someone like me is in maintaining and improving the brand’s relevance in an otherwise cluttered marketplace and staying our consumer’s brand of choice. 

On the rise of content, commerce and conversation….

Several aspects of marketing are changing but the big change is really around the content, which in turn is about storytelling. We have all seen the explosion of digital media. The consequent increase in digital content consumption pushes this further. There is a rise of digital-native consumers who are experiencing and purchasing online before offline. It is important to translate the authenticity, credibility and brand story through influencer marketing programs that are true to the brand message. 

GenZ and millennials can then understand and resonate with what the brand stands for. It is wiser today to create a campaign that is conversational and easy to consume. People are not on social media to consume ad campaigns but to know what is happening. We have to reach out to them in the format that works best for them.

On the need to take a balanced approach to marketings…

The change from a traditional to a very dynamic and ever-evolving digital medium is natural. The marketing mix will also reflect his. Budgets are now allocated higher than before towards digital, experiential and content marketing. For a country like ours though, given the large market size, consumer diversity and preferences, overall marketing is very important. The rise of digital does not mean that TV has lost its relevance. We have to balance priorities. 

When we look at our brand, which is expanding to other cities, we cannot undermine traditional marketing. The marketing mix must deliver on the campaign objectives.