Changing consumer patterns have advertisers worried. With consumers being in control of the media they consume and how they consume it, advertisers are forced to adapt to the changing media environment. The time has come to explore options beyond traditional advertising, maintained industry experts at The Indian Society of Advertisers’ (ISA) Conference.

Sunil Kataria, CEO, India & SAARC, Godrej Consumer Products Limited (GCPL), said the Indian advertising and marketing industry has evolved in terms of market size, quality of work and technological advancement.

Speaking to BusinessLine on the sidelines of the second edition of the ISA Conference, he said, ‘’In a communication-oriented environment, where attention spans are dwindling and information is exploding, the role of advertising has altered dynamically. To match up with the ever-evolving consumer, a successful campaign has to move and inspire and resonate deeply with a brand’s target audience. But having the power to reach out and touch consumers in this way relies on inspiring consumer insight, rooted in complex data.”

Harsh Mariwala, chairman, Marico, maintained that consumers relationship with media is changing at a rapid pace. “While they continue to engage with linear content, both offline and online, there is an increased incidence of actively engaging with content and brands, especially on digital platforms.”

“Competition boundaries are altering,” said Mariwala, and added that new ways of managing future business models have to be adopted. The Marico Chairman urged the top management at corporates “to be more proactive to lead innovation and experimentation.” D Shivakumar, Group Executive President, at the Aditya Birla Group said, “The best global brands are the best local brands. They have adapted themselves to capitalise on what is available locally.”

Abhishek Desai, Marketing Director, P&G India, noted that people and platforms (like OTT) are shunning advertising altogether, and consumers no longer like ads. “Seven out of 10 consumers say ads are irritating and wish to skip them. The attention span is at an all-time low. How can brands connect in this scenario?”

Commenting on the change in the commercial world, Ashish Mishra, Managing Director, Interbrand India, said it is people and technologies that have left businesses far behind. “ It is essentially about people using technologies to design their lives and using technologies to create multiple micro-experiences.”


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