Edition 7 – Taking time, the changing face of communication, and the inside story of one of India’s best consumer brands

Share this post

Why do we need another marketing newsletter? Honestly, we can’t think of a reason, except for one: we’re marketing buffs. As marketers, we’re constantly inundated with information—another podcast, book, tweet, or newsletter to catch up on.

BRANDy is our effort to bring some method to madness. No gyaan, no controversial POVs, no gossip—just a collection of interesting things that caught our eye in the world of marketing.

Think of it as a marketing bookmark.

Here’s a quick round-up of things that caught our eye from the world of brands and marketing.

a) Conviction vs being light on your feet

Good marketers need to have conviction, but not be bull-headed. For example, the iconic M-Seal ad written by Piyush Pandey shows a dying man being forced to add a few zeroes by an over-zealous and greedy relative. As the relative heads out with the will in hand, imagining what he can do with the money, a drop of water from a leaky roof falls on the number 1 in 100,000, reducing the inheritance to zero. In the original script, the water was supposed to fall on the zero.

However, a suggestion from Abhijit Avasthi—also a celebrated creative and Pandey’s nephew—led to the change. That small adjustment had a huge impact on the commercial. While the idea was Pandey’s, he remained open to a small suggestion that ultimately made the ad even better.

In this piece, another creative, Jess Wheeler, writes on how the same phenomenon played out in the filming of another commercial. Read it here.

b) Rethinking content

Content pushes a product or service. But what if you see your content as a product? This piece challenges you to look at your content engine differently. Read more here.

c) Take time to be creative

We live in a world where everything was wanted yesterday. AI has only accelerated this. But this has come at the cost of memorable creatives. What if you take time on a creative task? Like not a few minutes more but a lot more time where you are simply noticing? Read more here.

d) Turning the communication playbook on its head

The most recent American Presidential election was called the Podcast election as both candidates appeared on a slew of podcasts. This was unthinkable before – a presidential candidate sitting for a three-hour conversation without filters. But this speaks to a broader movement where communication is becoming more casual and informal. This also reflects in written communication. Read more here.

e) Book recommendation – Harsh Realities by Harsh Mariwala

You probably have a Marico product in your house or have used one at some point. One of India’s biggest and most well-known consumer durables brands, the book traces the journey of a visionary entrepreneur who created a business institution and turned a family-run business into a professional one. While the book market might be filled with stories of tech founders, books like these trace the journey of people who built businesses from the ground up in categories that affect the daily lives of people.

Leverage the power of top marketing talent

WinnerBrands helps organizations hire top marketing talent.

Be it performance marketing experts, content specialists, creative directors, designers, video editors or brand managers, we can help you find the right marketing talent to unlock your brand’s potential.

Run by marketers, for the marketers, we are already a preferred marketing talent partner for organizations ranging from established conglomerates to agile startups.

WinnerBrands can serve as the one-stop solution for all your marketing talent hires, offering you complete flexibility to engage this talent in your preferred engagement format- full-time (on your payroll), contractual (on our payroll) or on a freelancing basis.

So, if you are looking to onboard the best marketing talent, vetted by industry experts, in the shortest possible time, then WinnerBrands is your go-to place.

With our curated panel of marketing domain experts, we also conduct workshops for marketing teams, helping them upskill and be future-ready.

Talk to our founders and explore smarter ways to hire marketing talent and upskill your team by dialling +91 9778075884 or scheduling a virtual meeting by clicking here.

Enjoyed reading this? Let us know what you want to see more of in this newsletter at info@winnerbrands.in

Share this post

Leave a Reply

Your email address will not be published. Required fields are marked *

FreeFlowing is a weekly newsletter that makes you better brand builders.
Sign up to get the latest edition every week.

Hello there!
Thanks for dropping by.

FreeFlowing is a weekly newsletter that makes you better brand builders.

Sign up and you’ll get

– In-depth case studies of Indian brands
– Breakdown of marketing concepts
– Deep analysis of marketing trends

We never spam