Category Head Indulgence, Britannia Industries Limited
On factors influencing a media plan discussion: Consumers are getting more and more isolated from a media standpoint. They are not consuming regular forms of media as they were doing five years back. So, the task at hand for all marketers is that what are the newer available sources of media? What’s the cost per reach for this media? How can I contextually deliver a message which is much more effective? And then compare it with all our traditional forms of media to decide as to what should be the path of your brand.
On way forward for brands: The way forward for brands remains the same, you have to do the key things right, which is to create brand love, which is to have a purposeful brand, which is to create communication that is loved by one and all. And if you do these things right, also you have to be constantly innovating. If you do all these four things right, you can rest assured that you will have a brand which is not only doing well today but it will have a recurring impact in future.