Brands of Bharat- How a strong content marketing strategy can up a brand’s game during the festive season (Episode 9)

Agency Reporter’s virtual panel discussion series- Brands of Bharat, powered by Nukkad by STAGE, is here with its latest and ninth episode. The episode went live on 7th September 2021 and is centered around the topic- How a strong content marketing strategy can up a brand’s game during the festive season. 

The aim of this episode was to understand how brands and agencies are prepping up for the upcoming festive season in Bharat and the rising importance of content marketing in today’s time. The episode features a diverse set of panelists Richa Parekh, Head – Digital Marketing, Aditya Birla Health Insurance; Arihant Kothari, Creative & Content Lead at Ballebaazi.com (the Fantasy Sports vertical of Baazi Games); Megha Manchanda, VP – Marketing, DBS Bank; Sanjay Mehta, Joint CEO, Mirum India and Raghav Bagai, Co-founder, Sociowash. The discussion was moderated by Runa Sinha, Vice President, Nukkad by STAGE, and Rahul Puri, Editor, Agency Reporter.

The discussion started with gathering the agency side’s perspective first, on how consumer behavior and consumption habits change with the festive season. Sanjay Mehta shared his insights on how there are different nuances of festivals across the country and how brands focus on content that is associated with a certain cultural context and a local flavor. Raghav Bagai further explained how the festive season is associated with ‘deal-hunting by the customers and the rise of emotional narratives utilized in content marketing by brands across sectors. 

Megha Manchanda further took the stage and explained DBS Bank’s long-term content marketing strategies and how the organization focuses on maintaining continuity, with content geared towards festivities during this season. 

Further, Richa Parekh explained how the insurance sector looks at the festive season and how Aditya Birla Health Insurance focuses on creating positive content during the festivities while also focusing on the organization’s USP. 

Sanjay Mehta and Raghav Bagai further went on and shared their insights on some key guidelines that brands should follow to attract the Bharat consumer effectively, especially with the clutter that consumers are presently surrounded by. 

The discussion then steered towards the efficacy of videos as a part of content marketing. Richa Parekh talked about how different formats of videos such as interactive videos, GIFs, and short videos have been working superbly well to engage the audiences effectively. Arihant Kothari shared his insights on how the focus needs to be on videos that perform well in the long run and are able to create a long-lasting impact on hyper-engaged consumers. 

We then witnessed Richa Parekh discuss how emotionally stimulating content is here to stay but how personalization and customization of content are more relevant in today’s time. 

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Further, Raghav Bagai talked about the challenges they face while framing cultural-reflective content marketing strategies. He discussed the importance of inculcating sensitivity in content and ensuring that the content is conveyed in the right manner while upholding the social responsibility that brands have. 

The end of the discussion was marked by the panelists discussing the important factors that affect their choice of content marketing platforms, the measurement of content marketing ROI, and some successful campaigns that the panelists undertook wherein they utilized content marketing to its full potential. 

Watch here-