NE BUSINESS BUREAU
AHMEDABAD, AJN 3
The two-day Virtual ‘Brand Fest 2021’ organised by Ahmedabad-based Brand Klub commenced on Saturday and saw prominent names from the fields of advertising and communication sharing their insights and expertise with the participants.
The Virtual ‘Brand Fest 2021’ commenced with the writer, director, and creative consultant Sonal Dabral speaking on “My creative journey, and the lessons I learnt”.
“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 co-founded by marketing and communication professional Sanjay Chakraborty.
The second session of the Virtual Brand Fest 2021 was addressed by Vanita Keswani, CEO, Madison Media Sigma, Madison World on “Latest Media Trends”.
Keswani, the Madison CEO spoke about the dramatic growth in e-commerce, saying its share has gone up from 3% earlier to 7-8% in just six months and attributed it to a clear shift in shopping habits.
“The dramatic growth in e-commerce is expected to continue. We are going to see rising regionalization in TV content, movies, and the internet. We also expect rural markets to drive growth going ahead,” she said.
The third session was addressed by Sanjay Adesara, CEO of Gujarat Fortune Giants, and Head of Media & Strategy at Adani Wilmar Limited, on “Challenges and Opportunities in Creating a Sports Brand”.
“The obvious challenge is to identify the sports you want to be in. Also important is identifying and communicating to the right audience, how to engage and connect with fans, which is a crucial part of the sports ecosystem,” he said.
Adesara said though kabaddi is a rural sport, the bulk of the viewership of the annual Pro Kabaddi League, of which Gujarat Fortune Giants is a part, comes from the top metro cities.
He identified Aspire (the need to create an aspirational value), Acquire (building and growing a loyal fan base), Engage (strengthening fan loyalty), and Monetize (merchandising or ticketing or sponsorship) as the key aspects of fan engagement.
The first day of the Virtual Brand Fest 2021 culminated with a musical evening with a performance by playback singer, performer, and composer Rahul Pandey.
The second day of the Brand Fest will see sessions by Rahul daCunha, creative director at daCunha Communications, Ambi Parameswaran, Bond Consultant/Coach & Founder of brand-building.com, Sauvik Banerjjee, CTO at Tata Digital, and a Business and Brand Quiz by Sanjay Chakraborty.
