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In a competitive world, where there are numerous brands fighting for the consumer’s attention, it becomes extremely critical for brands to stand out and put the message across in a unique manner.
At the India Communication Summit 2023, Saumya Jain, senior officer, content and community, ETBrandEquity.com moderated a panel discussion to decode the fine art of storytelling with Karishma Bhagi, lead – corporate communications, South Asia, Kellogg Company, Dinesh Joshi, head – corporate communications, HP India market, Sandeep Sharma, executive director (corporate communication and branding), IndianOil, Shivanjali Singh, head – corporate communications, Vodafone Idea, Samarpita Samaddar, India communications director, Bumble, and Pooja Pathak, founder and director, Media Mantra.
Samaddar of Bumble opened the discussion by highlighting how in today’s era where the cultural and media landscape is ever evolving, innovation in communication strategies is crucial. Especially now, where the world is saturated with information.
Additionally, it is important to know who the brand is really communicating with. “Unless you know who you are talking to, you wouldn’t know how to talk to them,” she said.
HP India’s executive created a parallelism between four P’s of marketing and four P’s of storytelling, namely, people, problem, product and possibilities.
But why is it important to drive consumers via stories to a brand?
From childhood, people are conditioned to listen to stories. But stories can have different forms and in every way as life moves, a story is happening. This is what people look forward to, Sharma added.
Over the years, Bhagi shared the evolution of storytelling happened decades ago through cave paintings and mythological stories of gods. Those stories built memorability in us and that is exactly what brands are trying to do today as well.
The Vodafone Idea executive added, “In earlier times, storytelling was one way to gain attention. But today, it has become more participative, more interactive and more immersive.”
Because of such technological advancements, storytelling is happening more on digital mediums. This is also why the attention span is getting shorter and the stories brands tell have to be engaging yet prompt.
Moving further, Pathak put focus on a few do’s and don’ts when it comes to storytelling. “Make the story more authentic, consistent and definitely transparent. This will help brands create well refined and well defined content,” she said.
Joshi further suggested following the ABCD of storytelling, which translates to being authentic, bold, clear and diverse.
The IndianOil executive wrapped the discussion and said, “Your story should be visually very appealing and the communication should be clutter-free. Also, don’t seek attention for the sake of it.”
ICS 2023: The public affairs link between business, policy and society
The panel highlighted talk points around the current policy environment and the role of ESG in influencing policymakers. The experts also dived deep into the change in strategic communications, public relations and its impact.
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At the India Communication Summit 2023, executives from IndianOil, Vodafone Idea, Bumble, Kellogg, HP India and Media Mantra got into a discussion to decode the fine art of storytelling and how it has evolved over the years.
Sandeep Sharma, Dinesh Joshi, Karishma Bhagi, Saumya Jain, Samarpita Samaddar, Shivanjali Singh and Pooja Pathak (L-R)”>In a competitive world, where there are numerous brands fighting for the consumer’s attention, it becomes extremely critical for brands to stand out and put the message across in a unique manner.
At the India Communication Summit 2023, Saumya Jain, senior officer, content and community, ETBrandEquity.com moderated a panel discussion to decode the fine art of storytelling with Karishma Bhagi, lead – corporate communications, South Asia, Kellogg Company, Dinesh Joshi, head – corporate communications, HP India market, Sandeep Sharma, executive director (corporate communication and branding), IndianOil, Shivanjali Singh, head – corporate communications, Vodafone Idea, Samarpita Samaddar, India communications director, Bumble, and Pooja Pathak, founder and director, Media Mantra.
Samaddar of Bumble opened the discussion by highlighting how in today’s era where the cultural and media landscape is ever evolving, innovation in communication strategies is crucial. Especially now, where the world is saturated with information.
Additionally, it is important to know who the brand is really communicating with. “Unless you know who you are talking to, you wouldn’t know how to talk to them,” she said.
HP India’s executive created a parallelism between four P’s of marketing and four P’s of storytelling, namely, people, problem, product and possibilities.
But why is it important to drive consumers via stories to a brand?
From childhood, people are conditioned to listen to stories. But stories can have different forms and in every way as life moves, a story is happening. This is what people look forward to, Sharma added.
Over the years, Bhagi shared the evolution of storytelling happened decades ago through cave paintings and mythological stories of gods. Those stories built memorability in us and that is exactly what brands are trying to do today as well.
The Vodafone Idea executive added, “In earlier times, storytelling was one way to gain attention. But today, it has become more participative, more interactive and more immersive.”
Because of such technological advancements, storytelling is happening more on digital mediums. This is also why the attention span is getting shorter and the stories brands tell have to be engaging yet prompt.
Moving further, Pathak put focus on a few do’s and don’ts when it comes to storytelling. “Make the story more authentic, consistent and definitely transparent. This will help brands create well refined and well defined content,” she said.
Joshi further suggested following the ABCD of storytelling, which translates to being authentic, bold, clear and diverse.
The IndianOil executive wrapped the discussion and said, “Your story should be visually very appealing and the communication should be clutter-free. Also, don’t seek attention for the sake of it.”
The panel highlighted talk points around the current policy environment and the role of ESG in influencing policymakers. The experts also dived deep into the change in strategic communications, public relations and its impact.
