Brands of Bharat- How brands are building & positioning their narratives in 2021 (Episode 7)
The latest and the seventh episode of Agency Reporter’s virtual panel discussion series ‘Brands of Bharat’, powered by Nukkad by STAGE, went live on June 28, 2021. The episode is centered around the topic- ‘Building brand loyalty with narratives during a pandemic: How brands are building & positioning their narratives in 2021’.
The pandemic compelled marketers across all sectors to rethink and rework their strategies to deal with the state of frenzy that engulfed the world. It was imperative to be sensitive while relaying information that helps enhance brand loyalty. The episode witnessed industry experts digging deeper into how brands have been positioning their narratives during the pandemic to build upon loyalty and how they have utilized content marketing tools to adapt their communication strategies in the new normal.
This episode featured a diverse set of panelists including- Neha Goud, Digital Marketing-Head, Games 24×7; Ramalingam Subramanian, Head of Brand & Communications, CoinDCX; Sumit Sonal, Lead- Marketing, Mi; Pareen Lathia, AVP- Marketing, WazirX; and Neha Bareja, Head- Brand, Social Media & Content, Zoomcar. The discussion was moderated by Runa Sinha, Vice President, Nukkad by STAGE, and Rahul Puri, Editor, Agency Reporter.
The discussion started with Sumit Sonal and Neha Bareja sharing their insights on how the pandemic changed consumer demand and perception about their brands i.e. Mi and Zoomcar, respectively. The experts divulged how both the brands have witnessed a shift in demand for products and services other than their key offerings.
Neha Goud then took the stage by discussing how content marketing fits into Games24x7’s overall marketing strategy. She revealed how videos and influencers played a big role in helping them differentiate themselves and to build trust amongst new users.
Further, Ramalingam Subramanian and Pareen Lathia discussed the importance of content at the heart of their strategies. Both the experts talked about how they took advantage of the boom in e-learning with their educational programs to enhance crypto adoption and education in India.
The discussion then steered towards the different forms of content and formats which are being utilized by the brands. Neha Goud talked about how Games24x7 leveraged the massive rise in the number of gaming users by utilizing content focused on superior technologies, features, and types of games, amongst other tailored content. Pareen and Ramalingam shed light on the importance of narrative building and content marketing concerning the nascent crypto industry in Bharat.
We then witnessed Sumit Sonal discuss how Mi shifted the focus on laptops and smart TVs during the pandemic. He also talked about how the brand undertook multiple CSR initiatives to support e-learning for school students during and post the pandemic. In line with the same, Neha Bareja helped us understand the role of YouTube in reaching the deeper pockets of India, as the Bharat audience tries to find newer ways of entertainment.
Further, Pareen and Ramalingam talked about the different avenues they explored to reach their audience effectively. Ramalingam focused on how community building works superbly well in the crypto sector and for CoinDCX to grow further. While Pareen talked about how different social media channels and YouTube have helped WazirX grow, along with their out-of-the-box WhatsApp newsletter initiative.
Towards the end of the discussion, the panelists discussed the role of content marketing platforms, the measurement of content marketing ROI, and the factors that affect the choice of content marketing platforms. The end of the discussion was marked by the success stories with respect to content marketing as utilized by the marketers’ respective brands.
Watch here-