‘Sus­tained im­pact is more im­por­tant’

Deepika War­rier, VP Bev­er­ages Mar­ket­ing Pep­siCo In­dia

Outdoor Asia - - Debate -

I think recog­ni­tion is im­por­tant and I think recog­ni­tion comes from the awards. But the mil­lion dol­lar ques­tion is what should be rec­og­nized. I think as a fra­ter­nity we are spend­ing valu­able time and en­ergy in rec­og­niz­ing great brand build­ing, and when I am say­ing brands, it is not CPG or FMCG brands, I mean brands could be peo­ple or events too. I think we should be rec­og­niz­ing work that de­liv­ers sus­tained im­pact which could be in terms of eq­uity, long or short term sales, or some­thing which en­gages the con­sumer’s at­ten­tion, cap­tures their imag­i­na­tion and in­spires them. My re­quest to the ad­ver­tis­ing fra­ter­nity is: Let’s not for­get the rea­son why we ad­ver­tise. Ad­ver­tise­ment is be­ing cre­ated to com­mu­ni­cate the emo­tional and func­tional EHQH­fiWV RI EUDQGV LQ D FRQWHxW ZKLFK EXLOGV WKH cul­tural au­thor­ity or per­sua­sive­ness and in a sus­tained PDQQHU. $GYHUWLVLQJ LV GH­fiQLWHOy QRW VXSSRVHG WR mes­mer­ize. Some­times it can be­come a lit­tle self in­dul­gent in terms of its story telling with some dis­rup­tive ideas which shocks the con­sumers. But ZKLOH RQH-RIIV DUH JUHDW, OHW’V ZDLW IRU WKHP WR flRZHU.

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