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. Sukita Tapadia, chief marketing officer, The Pant Project, talks to BrandWagon Online about the dos and don’ts of digital marketing, best marketing campaigns, and more.
1. What is the difference between launching a brand in today’s digital era versus earlier?
Launching a brand today versus a few years ago is like comparing apples to, well, digital apples. The game has completely changed, even though the fundamentals remain the same.
Back then, you needed deep pockets to get your brand out there. Now the whole process is democratized, which is pretty exciting. Take our recent ad campaign around Power-Stretch pants, for instance. We were able to create a set of ads that resonate across generations without needing a massive TV budget. It’s all about clever content that can spread organically then distributing it through the right medium.
The biggest shift I’ve seen is in how we connect with customers. It’s about constant conversations. Social media has turned brand-building into a 24/7 job, but it’s also given us incredible opportunities to really understand and engage with our customers.
Data is the new currency. Now, we can know exactly who’s interested in our pants, what they like about them, and even predict what they might want next. We can launch a campaign and know within hours if it’s working.
Ultimately, while the tools have changed, the core of branding remains the same: connecting with people and offering something of value. Our campaign wasn’t just about selling pants – it was about addressing real pain points in a humorous way and sparking joy.
We just have more ways to do that now, and frankly, it’s both thrilling and a bit overwhelming at times. But I think that’s also what keeps it interesting.
2. What are the recent best marketing or advertising campaigns you have seen and why?
Oh wow. There have been some killer campaigns lately. Two that really stuck with me are Bold Care’s ad with Ranveer Singh and Johnny Sins, and Urban Company’s series on dignity of labour.
The Bold Care campaign was comedic genius that nailed a lot of things at once. They took this super taboo topic — men’s sexual health — and made it not just approachable, but downright hilarious. Putting Johnny Sins in a typical Indian soap opera setting is the kind of bold move their brand name promises. It got people talking, and more importantly, it got them comfortable talking about a subject that’s usually swept under the rug.
On the other end of the seriousness spectrum, Urban Company’s campaign was a sucker punch to the gut. They’re tackling this deep-rooted issue in our society — the way we view blue-collar workers. It’s not flashy or funny, but man, is it powerful. They’re telling real stories of service professionals, showing their skills, their dedication. It’s making people rethink how they treat the person who comes to fix their AC or give them a massage.
What I love about both these campaigns is that they’re not just selling a product or service. They’re pushing for social change with two very different approaches: comedy and serious conversations. Bold Care is normalizing conversations about health, Urban Company is fighting for respect and dignity for all workers. That’s the kind of marketing that sticks with you, you know?
3. Which brand in the last year has made the best use of digital and how?
You know, when we talk about brands making the best use of digital, we often think of flashy tech companies or young startups. But I’ve been really impressed with how Amul, this heritage brand that’s been around forever, has been leveraging digital lately to understand and market to young, health-conscious customers.
What’s caught my eye is their recent push to promote protein in their products. It’s fascinating because they’re not just selling a product, they’re addressing a real health issue in India — protein deficiency. And they’re doing it in a way that feels very… Amul, if that makes sense.
Amul’s been a household name for decades. They’ve got this incredible trust built up with consumers. Now they’re using that trust to introduce this whole new line of high-protein products at an extremely competitive price point.
Their distribution strategy is smart, too. They’re selling these new products through their direct-to-consumer website and on quick commerce platforms. It’s a great way to reach health-conscious consumers directly while building brand loyalty.
Largely, it’s this blend of old and new that I find really effective. They’re not trying to be something they’re not. They’re taking what’s always worked for them — trust, quality, affordability — and adapting it for the digital age.
And from what I’ve seen, the response has been really positive. They’re filling a gap in the market for affordable, accessible protein sources. And given Amul’s reach and influence, this could potentially reshape how Indians think about protein intake.
It’ll be interesting to see how this plays out in the long term.
4. In a post-Covid world, what are the dos and don’ts of digital marketing?
The pandemic made us collectively realize that digital was no longer just important, it was essential.
The first big ‘do’ that comes to mind is the idea of ‘show, don’t tell’. We can’t just talk about how great our products are anymore. We need to demonstrate value. Whether it’s through user-generated content, detailed video demos, or interactive experiences, we need to let our products and services speak for themselves.
And speaking of showing, there’s this concept I’ve been mulling over lately – the ‘radius of information’. It’s about creating this ecosystem of content around your brand. You don’t just put out one ad or one piece of content. You create multiple touchpoints, all reinforcing your key message. It’s like… imagine you’re not just telling one story, but creating a whole world for your customers to step into.
Video content ties back into that ‘show, don’t tell’ idea. People want to see, not just read. Whether it’s product demos or behind-the-scenes stuff, video helps us connect in a way that text just can’t.
Now, for the don’ts… This might sound counterintuitive, but we shouldn’t neglect email. I know, I know, it sounds old school, but it’s still incredibly effective if done right. The key is to make it personal, make it relevant. No one wants generic spam anymore.
I guess, if I had to sum it up, I’d say the biggest ‘do’ is to be human, be genuine. And the biggest ‘don’t’ is don’t treat digital as just another marketing channel. It’s not. It’s where our customers live now. We need to meet them there, understand them there, and provide value there.
5. One recent bad case of advertising you have seen, and why?
Honestly, the first thing that pops into my mind is that recent iPad Pro ad from Apple. You know, the one where they’re crushing all these creative tools with a hydraulic press.
Now, don’t get me wrong. I’m usually a fan of Apple’s marketing. They’ve given us some really iconic ads over the years. But this one just missed the mark, in my opinion. I think what happened here is a classic case of the intention not matching the execution. From what I understand, they were trying to show how versatile and powerful the iPad Pro is — like it could replace all these other tools. But the way they went about it… crushing musical instruments and arcade machines? It came across as almost violent.
It’s interesting because it kind of goes against one of the fundamental rules of advertising — know your audience. Apple’s core audience includes a lot of creative types. These are people who probably have a deep appreciation for those very tools being destroyed. So seeing them crushed is bound to hit a nerve.
What really strikes me about this case is how it shows that even big, usually savvy brands like Apple can miscalculate. It’s a reminder that in advertising, it’s not just about what you’re saying, but how you’re saying it. The message matters, but so does the delivery.
I think there’s a lesson here about the importance of empathy in advertising. We need to really think about how our messages might be perceived, not just how we intend them to be received. The fact that Apple issued an apology is pretty significant too. It’s not something they do often. But I think it was the right move. It shows they’re listening to their audience, which is crucial.