BrandWagon Conclave 2021 Day-3 Highlights: ‘Improvement in connectivity, affordable devices and increasing content library is driving the growth of connected TV in India’

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Updated: October 29, 2021 2:41:45 pm

BrandWagon Conclave 2021: The second edition of the BrandWagon Conclave 2021, a three-day virtual event between 27-29, October 2021 designed to bring together stakeholders from the marketing industry saw stakeholders discuss on the theme ‘Walking with the Customer’

BrandWagon Conclave 2021Day three will see topics ranging from the game of personalisation in marketing, to why video marketing is here to stay and the future of Connected TV

BrandWagon Conclave 2021 Day-3 Highlights:

The third day of the BrandWagon Conclave 2021 saw speakers deliberate on ‘Creating a Digital League’ and topics ranging from the game of personalisation in marketing, to why video marketing is here to stay and the future of Connected TV were discussed. “Customer centricity has been on a rise with the passage of time. Brands are aiming to be customer centric owing to the pandemic. Customer centricity is not a milestone, it’s an ongoing journey,” Saumil Mehta, director and country head, India and South East Asia, The Kraft Heinz Company, said.

As for video marketing, experts said that video as a branding medium has helped their brands grow because of the kind of reach that video has provided over the last few years. “Three trends in the video marketing space are as follows — Automation is the need of the hour, short format is here to stay, UGC is key to build credibility,” Vanda Ferrao, head, marketing, FreshToHome, noted. 

Furthermore, the importance of personalisation and emotional connect was also discussed. Personalisation has to start from the initial point of contact with the consumer and is most important in the after-sales journey, Vivek Srivatsa, head of marketing, India and International Markets, Passenger Cars and Electric Vehicles, Tata Motors, said. “In terms of developing loyalty, we have to make a lot of emotional connect with the consumer. While social media is both a boon and bane in terms of developing loyalty, however, it’s more visual and thereby provides an opportunity to develop connect through user-generated content and regular conversations,” he added further. 

The second edition of the BrandWagon Conclave 2021, a three-day virtual event between 27-29, October 2021 designed to bring together stakeholders from the marketing industry saw stakeholders discuss on the theme ‘Walking with the Customer’ and how the industry can evolve with the quintessential Indian consumer.

To watch Day-3 video of the event, click here:

 

Read Also: BrandWagon Conclave 2021 Day-2 Highlights: ‘Voice is not a metro phenomenon in India’

Live Blog

Watch impeccable sessions on the game of personalisation, to why video marketing is here to stay and the future of Connected TV in India

Highlights

    12:57 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: Covid drove the acceptance of connected TVs, says Sunil Lulla

    “Covid drove the acceptance of connected TV in India. In the Covid world, digital acceptance and digital penetration grew,” Sunil Lulla, founder and chief evangelist, The Linus Adventures, said. 

    12:48 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: Connected TV is going to become the screen for which content will be created specifically, says Uday Sodhi

    “Mobile first consumption is going to move to a larger screen. Connected TV ecosystem is going to become the screen for which content will be created specifically,” Uday Sodhi, founding partner, Kurate Digital Consulting, stated.

    12:41 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: Improvement in connectivity, affordable devices and increasing choice of content is driving the growth of connected TV in India, says Prabhvir Sahmey

    “In a market like India, improvement in connectivity, affordable devices and increasing choice of content is driving the growth of connected TV in India,” Prabhvir Sahmey, senior director, Samsung Ads, India and SouthEast Asia, said. 

    12:32 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: We reinvented our marketing strategy and moved towards online collaborations across different genres, says Amar Sinha

    “Traditional medium is fading out and the digital era is coming. Therefore, we reinvented our marketing strategy and moved towards online collaborations across different genres like stand up comedians, online concerts, brand influencers, among others. This is helping us in driving engagement on digital,” Amar Sinha, COO, Radico Khaitan, said. 

    12:22 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: Amar Sinha on why Radico Khaitan followed a premiumisation strategy

    “Starting 2006, we decided to follow the premiumisation strategy. We realised that if we need to compete with the giants, we need to create premium brands, high margin products which would drive sustainable growth,” Amar Sinha, COO, Radico Khaitan, explained. 

    12:14 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: Liquor brands were allowed to advertise in the early 90s, which helped in creating a direct consumer connect for 8PM whisky, says Amar Sinha

    “Liquor brands were allowed to advertise in the early 90s, which helped in creating a direct consumer connect for 8PM whisky,” Amar Sinha, COO, Radico Khaitan, said. 

    12:09 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: GST rate on content acquisition by OTTs, broadcasters, music companies, etc likely to be higher, says Pratik Sampat

    “GST rate on content acquisition by OTTs, broadcasters, music companies, etc likely to be higher,” Pratik Sampat, director, Indirect Tax, Ernst & Young, said. 

    12:02 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: GST rate has been increased from 12% to 18% on temporary or permanent transfer or permitting the use or enjoyment of Intellectual Property (IP) right, says Pratik Sampat

    “With effect from October, GST rate has been increased from 12% to 18% on temporary or permanent transfer or permitting the use or enjoyment of Intellectual Property (IP) right,” Pratik Sampat, director, Indirect Tax, Ernst & Young, stated at the BrandWagon Conclave 2021.

    11:55 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: Taxability of Intellectual Property Rights (IPRs) has always been in dispute under Indirect Tax laws, says Pratik Sampat

    “Taxability of Intellectual Property Rights (IPRs) has always been in dispute under Indirect Tax laws. Goods and Services Tax (GST) introduced from July 2017 resolved the multiplicity of taxes and sought to levy single tax on all transactions,” Pratik Sampat, director, Indirect Tax, Ernst & Young, said. 

    11:43 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: After a point of time, a brand has to act as a friend and companion, says Vivek Srivatsa

    “After a point of time, a brand has to act as a friend and companion and not keep pushing its own point of view but have a more inclusive approach,” Vivek Srivatsa, head of marketing, India and International Markets, Passenger Cars and Electric Vehicles, Tata Motors, said.  

    11:32 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: Vivek Srivatsa on how social media helps build a connect with consumers

    “In terms of loyalty, we have to make a lot of emotional connect with the consumer. While social media is both a boon and bane in terms of developing loyalty, however, it's more visual and thereby provides an opportunity to develop connect through user generated content and regular conversations,” Vivek Srivatsa, head of marketing, India and International Markets, Passenger Cars and Electric Vehicles, Tata Motors, stated.  

    11:24 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: Vivek Srivatsa on the need for personalisation

    “Personalisation has to start from the initial point of contact and is most important in the after-sales journey. Personalisation post ownership is where the biggest opportunity lies,” Vivek Srivatsa, head of marketing, India and International Markets, Passenger Cars and Electric Vehicles, Tata Motors, said. 

    11:18 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: The thing which lacks in the industry is automation, says Tamagna Ghosh

    “The thing which lacks in the video marketing industry is automation,” Tamagna Ghosh, head - creative marketing, Amazon Prime Video, added. 

    11:16 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: Vanda Ferrao on future trends in the video marketing space

    “Three trends in the video marketing space will be -- Automation is the need of the hour, short format is here to stay, UGC is key to build credibility,” Vanda Ferrao, head, marketing, FreshToHome, noted. 

    11:12 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: Influencers and testimonials have also worked very well for us, says Sharat Dhall

    “We have tried to work closely with influencers. In the insurance space, you are selling promises and therefore, testimonials have also worked very well for us,”  Sharat Dhall, COO, Policybazaar.com, said. 

    11:03 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: One thing that has worked well for us is experimenting with videos on Instagram, says Avnish Anand

    “One thing that has worked well for us is experimenting with videos on Instagram -- both created by brand as well as the user generated content,” Avnish Anand, COO and founder, CaratLane, said. 

    10:42 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: To build ROI, we have started using short format videos, says Shailja Joshi

    “We look at videos as a branding medium because of the kind of reach it provides. To build ROI, we have started using short format videos,” Shailja Joshi, director marketing, Potato Chips Category India, PepsiCo, stated. 

    10:34 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: Saumil Mehta on the importance of having a customer-centric vision

    “We derive our strengths and business ideas by listening to our consumers. Being environmentally conscious and health-conscious or delivering health to the consumers while focussing on quality are the basic expectations from organisations today,” Saumil Mehta, director and country head, India and South East Asia, The Kraft Heinz Company, said at the BrandWagon Conclave 2021. 

    10:24 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: For a category like ketchup, the brand plays a very important role, says Saumil Mehta

    “For a category like ketchup, the brand plays a very important role. As long as it is easily available for buying, consumers will continue to choose the brand,” Saumil Mehta, director and country head, India and South East Asia, The Kraft Heinz Company, stated. 

    10:08 (IST)29 Oct 2021
    BrandWagon Conclave 2021 Day 3 Live Updates: Customer centricity is not a milestone, it's an ongoing journey, says Saumil Mehta

    “Customer centricity has been on a rise with the passage of time. Brands are aiming to be customer centric owing to the pandemic. Customer centricity is not a milestone, it's an ongoing journey,” Saumil Mehta, director and country head, India and South East Asia, The Kraft Heinz Company, said.

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