NE BUSINESS BUREAU
AHMEDABAD, JAN 5
Brand consultant Ambi Parameswaran on Sunday spoke about the evolution of ads to reflect the societal changes, changing gender roles, outlook towards old age, the way Indians are dressing, and other aspects. “It makes sense to look at social change through the advertising lens. Advertising often looks at societal change, sometimes it drives change, and sometimes it predicts change,” Ambi, the author of 10 books, including ‘Nawabs Nudes Noodles’ said.
The brand coach said brands can emerge as an economic growth engine, provided new categories emerge, and branding increases. Understanding the consumers was, is, and will remain the essential part of advertising, he stressed.
He was speaking at the two-day Virtual ‘Brand Fest 2021’ organised by Ahmedabad-based Brand Klub.
Creative director Rahul daCunha of daCunha Communications shared his experience with the “Utterly Butterly Delicious Amul Girl Campaign”. “The Amul campaign has become the toast of the nation and created the idea of brand conversation. The Amul girl has been the nation’s cheerleader, conscience, commentator, critic, and celebrity watcher,” daCunha said, sharing the secret of the campaign’s success. DaCunha, who has headed the campaign for 28 out of 55 years, spoke about how each topical is planned, the ideation process, the need for regional/localised topicals in different places, and how the campaign avoids controversies. He also shared glimpses and stories about some of the popular topicals from over the years.
There was an interesting session by Sauvik Banerjjee, CTO at Tata Digital, who focused on the role of technology and AI in advertising technologies, consumer engagements, and the power of social media. “The advertising technologies are driven by data. You generate data every time you use your phone or visit a website. There is constant mining of data happening using various tech tools which allow formulating the right strategy,” the cricketer-turned-tech evangelist said.
Aauvik said AI has a very strong play in ad-tech and is being used to predict, forecast, and recommend valuable insights into consumer behaviour. He also spoke about marketing technologies, and how data-driven marketing is proving to be significantly more impactful.
Earlier, the Virtual ‘Brand Fest 2021’ was kicked off by writer, director, and creative consultant Sonal Dabral who spoke on “My creative journey, and the lessons I learnt” on Saturday. “There are no rules in advertising or creativity, but you cannot discount a good story. It does not matter whether the story is six seconds or two minutes, it needs to be engaging. It cannot be bereft of a good idea,” Dabral, an alumnus of the National Institute of Design (NID) said.
Brand Klub is a platform of professionals from the fields of advertising, marketing, and communication curated by marketing and communication professional Sanjay Chakraborty.
