The pandemic has brought about notable shifts across industries, and the case has been no different for marketing. Today, digital marketing has become a crucial aspect in order to acquire new customers and retain existing ones. In our weekly BrandWagon Ad Talk series, industry experts highlight what has changed over the past two years and more importantly, are these changes here to stay. Ayush Shukla, founder, Finnet Media, talks to BrandWagon Online, about the dos and don’ts of digital marketing, best marketing campaigns, and more.
What is the difference between launching a brand in today’s digital era versus earlier?
A: Launching a brand in today’s digital era is markedly different from the past. Previously, non-funded brands relied heavily on customer reviews, word of mouth, and localised offline marketing tactics such as posters and small-scale promotions. These strategies were cost-effective yet limited in reach. On the other hand, funded brands had the luxury of expansive visibility through television, radio, newspaper ads, and billboards. Their substantial budgets allowed them to dominate these high-visibility platforms, creating a significant disparity between small, bootstrapped brands and large, well-funded corporations.
Today, the digital landscape has levelled the playing field considerably. The rise of social media and digital marketing has made it possible for even non-funded brands to compete effectively by leveraging quality content and strategic barter collaborations with creators. Content creation, driven by creativity rather than capital, enables brands to reach wide audiences without substantial financial investment. Meanwhile, funded brands continue to utilise their budgets for performance marketing, OTT advertising, and high-profile influencer collaborations. However, the distinction between funded and non-funded brands has diminished. Effective digital strategies can now provide significant reach and impact, enabling all brands to engage their target audiences effectively regardless of their marketing budgets.
What are the recent best marketing or advertising campaigns you have seen and why?
Three standout marketing campaigns have recently caught my attention due to their exceptional creativity and strategic execution. Let’s start with CRED. Since 2020, CRED has consistently produced some of the most memorable and creative ad films in the market. Their campaigns are renowned for their viral nature and innovative use of celebrities, often placing them in roles that contrast sharply with their public personas. This clever approach not only captures attention but also highlights the power of creativity in advertising. CRED’s ability to generate buzz and engagement, even with ads that don’t make it to OTT platforms, underscores the importance of inventive and thought-provoking content.
Next is Decimal, a fintech company specialising in exchange investing. Decimal executed a remarkable influencer collaboration for their launch, which made a significant impact in the fintech space. By leveraging influential personalities, Decimal managed to reach a wide audience without heavy expenditure on traditional marketing. The success of this launch exemplifies how well-planned influencer partnerships can drive brand visibility and engagement, proving that targeted collaborations can be as effective, if not more so, than extensive marketing campaigns.
Finally, Zomato has truly excelled in the realm of content marketing. Their mastery of platforms like Instagram and YouTube showcases an acute understanding of what resonates with their audience. By tapping into pop culture, memes, and relatable content, Zomato has created a brand presence that feels organic and engaging rather than overtly promotional. This approach aligns perfectly with their target demographic—digitally savvy consumers from tier one and tier two cities in India. Zomato’s strategy of focusing on fun, consumer-led content has solidified their position as a brand that not only delivers a service but also entertains and engages its audience, setting a high standard for content marketing in the digital age.
Which brand in the last year has made the best use of digital and how?
In the last year, Zomato and Cadbury have harnessed the power of digital and AI technologies in remarkable ways, setting new standards in innovative marketing. Zomato utilised AI to feature celebrities Ranveer Singh and Chris Gayle in personalised ads for various restaurants within their ecosystem. This groundbreaking approach allowed individual restaurants to have bespoke advertisements where these high-profile celebrities endorsed specific dishes or the restaurant itself. By leveraging AI, Zomato enabled countless small and medium-sized establishments to access the kind of star power that would typically be out of their reach, thereby democratising celebrity endorsements and enhancing the visibility and appeal of local businesses.
Similarly, Cadbury’s Diwali campaign ingeniously used AI to feature Shah Rukh Khan in customised advertisements for small stores across India. Any store owner could create an ad where SRK personally promotes their brand, making it a powerful tool for small businesses to gain significant traction during the festive season. This initiative not only highlighted the flexibility and personalization capabilities of AI but also demonstrated its potential to empower smaller brands by providing them with high-profile endorsements they could otherwise never afford. Both Zomato and Cadbury have shown that AI can be a transformative force in marketing, breaking down barriers and creating opportunities for businesses of all sizes to shine.
In a post-Covid world, what are the dos and don’ts of digital marketing?
In a post-Covid world, the landscape of digital marketing has evolved, emphasising the importance of video-first strategies. Companies must prioritise performance marketing, social media engagement, influencer partnerships, and compelling advertisements. Creativity should dominate, with 80% of the effort focused on innovative and engaging content, while the remaining 20% should be dedicated to technical and strategic planning. Every piece of content must deliver a crisp, singular message to maintain clarity and impact. Staying relevant by riding current trends, particularly on platforms like Instagram, is crucial. Additionally, targeting is paramount—marketers must segment their audience meticulously, creating distinct personas and tailoring messages to resonate with each specific group.
Conversely, there are clear pitfalls to avoid in digital marketing post-Covid. Content should not be overloaded with information or treated purely as an advertisement; a singular, focused message is far more effective. The era of copy-paste strategies is over, as personalised and targeted messaging is essential for success. Multiple focus points within a single message dilute its effectiveness; instead, ensure each audience segment receives a tailored and precise communication. Generic briefs that attempt to address all target groups simultaneously fail to add value. Much like performance marketing, content creation, and digital strategies must be customised to different demographics, cities, and interests to truly engage and convert the intended audience.
One recent bad case of advertising you have seen, and why?
One recent misstep in advertising that stands out involved a major brand using one of India’s finest cricketers in a non-creative and generic advertisement. Despite having the opportunity to leverage such a high-profile personality, the ad failed to leave a memorable impression or impact the bottom line. It seemed to be created merely for the sake of featuring the celebrity, without any real creative thought or strategic vision behind it.
This approach was a missed opportunity. When a brand has the resources to collaborate with a prominent figure, the focus should be on crafting an advertisement that resonates deeply with the audience, much like CRED’s campaigns. CRED’s ads are celebrated for their creativity and memorability, setting a high benchmark. In contrast, this particular brand’s effort fell flat, demonstrating that without a compelling and innovative concept, even the biggest names cannot salvage a campaign. It underscores the importance of not just who is in your ad, but how you use them to create a lasting impact.
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