BrandWagon Ad Talk with SoCheers’ Mehul Gupta

The pandemic has brought about notable shifts across industries, and the case has been no different for marketing. Today, digital marketing has become a crucial aspect for acquiring new customers and retaining existing ones. The BrandWagon Ad Talk series will feature industry experts and highlight what has changed over the past two years and, more importantly, are those changes here to stay. Mehul Gupta, Co-Founder & CEO of SoCheers, Talks BrandWagon Online About Digital Marketing Dos and Don’ts, Best Marketing Campaigns, and More

What’s the difference between launching a brand in today’s digital age and before?

The dynamics of digital advertising have changed tremendously over the years, and so have consumers. Today it is two-way communication unlike before. Consumers prefer to be heard and addressed in real time. Therefore, to launch a brand in this environment versus earlier, and to sustain it thereafter, the difference is in building consistent two-way communication and omnichannel presence across all platforms. This adds measurable value to the brand, amplified by using a healthy mix of traditional and digital mediums.

What are the best recent marketing or advertising campaigns you’ve seen and why?

Ariel’s #ShareTheLoad campaign – weaving a touching story every time, it never fails to strike a chord with practical change. Likewise, “Eat Five Star” from Cadbury Five Star. Do Nothing’ not only seamlessly enhanced the brand’s ‘do nothing’ proposition, but also skillfully portrayed the emergence of digital currency in a very engaging way.

Which brand over the past year has made the best use of digital and how?

Cadbury in its “Not Just A Cadbury Ad” campaign, ft. Shahrukh Khan, has combined powerful insight with the expert use of a celebrity, while deftly leveraging advanced AI (artificial intelligence) technology. The announcement resonated further and strengthened his relationship with his distribution partners.

In a post-Covid world, what are the do’s and don’ts of digital marketing?

The pandemic, indeed, has accelerated the growth of digital by pushing millions of users into the internet age and has also enabled many brands to realize its potential. Since then, the time spent by Internet users on the Internet has relatively increased. Therefore, brands must be considerate and authentic in their communication strategies, strictly avoiding the spread of false information or unverified news. As providers of information, we must be responsible for it, on and off digital channels.

A recent bad case of publicity you saw, and why?

The recent Layer’r Shot Body Spray commercial series lacked somewhere in terms of showcasing the right understanding of public sentiment, especially in today’s digital space. This led to a massive backlash for the brand.

Read also : Role of the Metaverse in Influencer Marketing

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