The same was taken up for discussion at the 11th edition of HT Brand Studio Live in Mumbai on Tuesday.
HT Brand Studio Live is a series that gets the brains behind India’s top brands to decode marketing innovations and more. The event is co-hosted by HT Brand Studio and DMAasia.
Speaking on the occasion, Jyoti Kumar Bansal, CEO, PHD India, said, “As brands, we must ask ourselves whether we are telling enough engaging stories. Are we telling the stories in a way that makes a customer stop and see what they are all about? And, when they start engaging, are we ready to give them the information required to engage with our brands?"
“The story is what matters, and it is what brands ride on," said Manav Sethi, Group Chief Marketing Officer, Eros International PLC, while further highlighting why storytelling is vital to a brand’s success. According to him, content drives a brand and leaves a deep impression on the consumer.
The mantra for creating meaningful stories was outlined by Rajshree Bakshi, Senior Vice President-Marketing, Reliance Industries Limited. As stated by her, content that engages is backed by data.
Citing the example of the TV series House of Cards, Bakshi said it was created based on what consumers wanted, which was made possible through research.