: Expert Opinion: Building Brand Legacy through Festive Marketing #IndiaNEWS #Featured FestiveMarketingWeek Over the years brands have managed to create legacies on the back of some of the most path-breaking

@IndiaNEWS

Posted in: #IndiaNEWS

Expert Opinion: Building Brand Legacy through Festive Marketing #IndiaNEWS #Featured
FestiveMarketingWeek Over the years brands have managed to create legacies on the back of some of the most path-breaking festive campaigns. Experts discuss what it is like to pursue festive marketing with the objective of building brand legacy in the post-pandemic day.



Year after Year brands and agencies create campaigns that steer emotions and human sentiments. From Sindoor Khela to Big Bazaar’s Paper Patakha, brands have managed to create not just recall but an advertising legacy that lives beyond time. The experts, Swami Mehra, VP Marketing, Tata Sky BroadBand Kiran Giradkar, Chief Marketing Officer, Nilons, and Krishnarao Buddha, Senior Category Head at Parle Products decode what dose sit mean to build a brand legacy through festive marketing in the current scenario.



Festive Marketing – Pre & Post Pandemic



The experts feel that in the milieu of all the changes that have happened, people have become more reflective during the festive season and the entire sense of empathy is going to drive the market for the next few months.



Mehra adds, “The way people view life has now changed. The real customer value proposition has to develop now. We see a heightened sense of emotions that will take the center stage of most brand communications at this time. â€?  



Giradkar sheds light on another customer consumption pattern that has evolved.



It’s a no-brainer that e-commerce has emerged as a very significant channel,� says Giradkar. “Also, from an advertising perspective how the consumer is consuming the content and the credibility of the ads has seen a sea change. Influencer marketing gives that credibility. Customization to the consumer In terms of product offering. These are the three things that I have picked up from last one and a half years. �



During the festive season, Parle saw huge traction especially for certain categories including its premium offerings and savory snacks. For the last 10 years, the brand has been quite focused on gifting solutions.



“Festive gifting has turned out to be a big business for us,� notes Buddha. “On the other hand, Modern trade has become stagnant in terms of contribution to the business but what has shown a huge delta of almost about 3 times is eCommerce. At Parle, typically 7-8% business would come from modern trade and about 2% from e-commerce and this percent has shot up to over 6% in last 18 months. �



According to him, in two years, eCommerce might surpass modern retail.



Brand Objective From Festive Marketing



The acquisition of customers usually decreases for the broadband category during the festive season.

Intraday stocks under 50 NSE India Twitter of India

Vote Up Vote Down

Login to post a comment!