Brands of Bharat- Brand-driven storytelling: Using narratives for real customer engagement (Episode 10)
In this age and time, storytelling and customer engagement go hand in hand! An excellent narrative when conveyed to the right audience can work wonders for brands, in capturing the attention of the customers and getting them to engage.
In line with the same, the tenth and the latest episode of Agency Reporter’s virtual panel discussion series- Brands of Bharat, powered by Nukkad by STAGE, is here.
Nukkad by STAGE is a Premium and Sensible Content Company for Bharat with a 125M+ monthly reach among Hindi audiences. They produce and deliver informative & empowering content with humor and satire through the fictional characters who are derived from the real world. Their main shows are focused on Finance, Trends, Tech, Game, Entertainment, Current Affairs, Family, and Health, etc categories. They have also established a video content lab where they make research-based content with a data-driven approach to brands for different purposes.
The episode went live on 16th November 2021 and is centered around the topic- Brand-driven storytelling: Using narratives for real customer engagement.
The aim of this episode was to understand how brands are utilizing the power of storytelling in their marketing strategy to build a strong connection with their target audience. The episode features a diverse set of panelists: Priyang Agarwal, Director- Marketing & Growth, Tata 1mg; Ramesh Srinivasan, Director- Brand Marketing, PhonePe; Vikas Kantu, Marketing Head, Spartan Poker, and Mehernosh Pithawalla, Head of Brand and Strategic Insights, Godrej & Boyce.
The discussion was moderated by Runa Sinha, Vice President, Nukkad by STAGE, and Rahul Puri, Editor, Agency Reporter.
The discussion started with gathering Mehernosh Pithawalla’s inputs on how branded storytelling is related to the multidimensional nature of engagement. He discussed how the pandemic compelled brands to choose the right tools to reach their target audience who are more thoughtful and selective now.
Priyang Agarwal further explained the importance of authenticity in storytelling and how as a marketer, he ensures the same in his brand-driven efforts. He talked about how it’s important for Tata 1mg to focus on what their target audience needs and to reach them at a deeper level with the brands’ narratives.
Ramesh Srinivasan took the stage and expanded upon the role of user-generated content in brands’ storytelling strategy. He shared his inputs on how powerful user-generated content is and compels a brand to be more humble.
On how immersive experiences can be created through narratives, Vikas Kantu shared his views. He discussed how in recent years, branded content is stitched together through the users’ stories, paving way for new kinds of narratives and storytelling.
The discussion then steered towards how brands in India are inculcating regional languages in their storytelling strategy. Priyang Agarwal discussed the importance of reaching to their consumers in Bharat in Hindi and other vernacular languages. He further shared their strategy to differentiate their entire communication by utilizing vernacular languages in different parts of the country. Ramesh Srinivasan shared how regionalization is key for PhonePe and should be inculcated by every marketer. He discussed more the regional marketing strategy and campaigns at PhonePe.
The discussion then steered towards the innovative mediums being utilized by the panelists. Vikas Kantu shared his insights on Spartan Poker’s focus on a content marketing approach, where content has to lead to engage with the customers. Mehernosh Pithawalla explained how Godrej & Boyce has been leveraging influencer marketing to drive better customer connections. He also expanded on the use of AR VR technology on their online shopping website to engage the customers in a better way.
We then witnessed Mehernosh Pithawalla discussing the use of data in Godrej & Boyce’s narratives, campaigns, and creating products as well. He discussed how the strategic use of data enables the brand to understand the consumers’ behavioral patterns. Further, Vikas Kantu further discussed how the gaming industry is based upon multiple data points and how data is critical to map out the customers’ journey.
The end of the discussion was marked by the panelists discussing the measurement of ROI and success of narratives; and some successful campaigns that the panelists undertook wherein they utilized narratives and captured consumers’ attention effectively.
Watch here-