Why consumer branding & advertising need a reboot for the digital age

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Advancements in technology and the increasing number of web users have transformed the face of marketing & advertising over the years. While traditional channels of advertising — TV, radio and print– are not obsolete, the marketers today are finding creative and effective ways to reach the information-rich, and internet-oriented world.
As the Amazon.in ad campaign rightly puts it as ‘Aur Dikhao’, there is a need for brands and marketers to reach their target customers through the channels these users are mostly active with. The use of the Internet as a means of communication has given rise to several new marketing tools that may be much more effective and cost-efficient in validating an ad campaign that has high recall value for today’s on-the-go and wired customers.
With this thought of decoding the new definition of creativity in advertising and marketing. The 12th edition of India Retail Forum (2015), on September 15 and 16, 2015, at The Renaissance, Mumbai will be hosting a must-attend Knowledge Series session by renowned ad guru Prahlad Kakar on “THE NEW MARKETING MANIFESTO: CHANGING THE RULES OF MARKETING AND BRAND BUILDING IN THE 21ST CENTURY”.
If you still remember Pepsi’s advertising campaign; “yehi hai right choice baby! Aha”, or Britannia’s legendary “ting ting ti ting”, or Limca’s ” Zor ka Jhatka”, you’ll probably know who Prahlad Kakar is.
Kakar has been instrumental in changing the face of advertising in India for several decades, by bringing in the appropriate “regional Indianess” and values into an urban context through his films, creative workshops, articles and interviews.
Prahlad founded Genesis in 1977 and virtually invented a genre of television advertising in India in the years that followed. He has ruled the advertising world with his brand of irreverent humor, memorable brand building campaigns and has created award-winning commercials for the most reputed Corporates and agencies in India and the Asia Pacific region. After having assisted renowned feature filmmaker, Shyam Benegal, he moved onto advertising films. “To tell a story in 30 secs in the most engaging way possible” remains Prahlad’s raison d’être for his continued passion about ad filmmaking, even 30 years later.
IRF’s tag line “Know Everything in Retail, Know Everyone in Retail” is well supported by the unique format and content, which is made possible by the outstanding quality of speakers and participants. Chaired by Krish Iyer, President & CEO, Walmart India, the two-day event encompasses KNOWLEDGE SERIES delivered by global experts, a power packed CONFERENCE, inspiring 18-minute SOLO (Stories, Opinions, Learnings, Outcomes) talks, a unique EXPOSITION and a glittering AWARDS evening that celebrates exceptional achievements in the industry.
This year, this annual event will bring together over 2,500 delegates, 150-plus distinguished speakers from around the world, 100-plus exhibitors of innovative products and services for the retail sector, and innumerable opportunities to tap this high potential market. The stellar line up of speakers include some of the most prominent and influential speakers from the retail industry, who are all set to outline the course of modern retailing in India with their path-breaking ideas at IRF.
Some of the key names among the close to 150 speakers at the event include: Philippe Nobile, MD, Javelin Group, Kabir Lumba (Managing Director, Lifestyle International Pvt. Ltd), D Shivakumar (Chairman & CEO, PepsiCo India Holdings, Govind Shrikhande (Customer Care Associate & Managing Director, Shoppers Stop Ltd), Amit Bahl (Head of Online Technology – Omni Channel, Future Group), Ganesh Subramanian (COO, Myntra.com), Rohit Chadda (Co-founder and MD, Foodpanda.in), Abhishek Ganguly (MD, Puma India), C K Venkatraman (CEO – Jewellery, Tanishq), among many other prominent names.
At IRF, with its stated mission of being a catalyst for profitable retail, technology will be featured in a stand-alone status as both a key challenge and facilitator for consumer-facing businesses. With this in mind, the inaugural edition of India Omnichannel Forum (IOF 2015) is being organised alongside IRF 2015, and will focus on Customer-Centric Commerce –Engage, Experience, Enable.
IOF 2015 is a tailored and one-of-its-kind technology forum for business owners, business leaders and technology teams to meet, engage and conceptualise the next-generation of consumer experiences. Enriching the quality and expanse of retail experiences across physical and digital worlds through intuitive consumer engagement and technology enablement is the vision of the India Omnichannel Forum. Mirroring this vision, this inaugural year’s theme will be ‘Consumer Centric Commerce’.
At IOF 2015, hear the accounts of brick-and-mortar retailing giants transitioning with new consumer behaviours, technology thinktanks laying out the hidden science of data and consumer behaviourial scientists telling you how the omni-channel customer can be made to behave – as you want him or her to.

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