Ad:tech 2013: Story telling has become an integral part of marketing today

The first interactive session on ‘Brand Storytelling Gets Tech-ified’ witnessed industry bigwigs, namely Deepali Naair, country head - brand, customer service and corporate communications, L&T General Insurance Company Limited; Sanjay Tripathy, executive vice president, marketing, product and direct sales channels, HDFC Life, Nikhil Rungta, country marketing head, Google India, and Rajdeep Endow, managing director, Sapient India and global delivery lead, SapientNitro.

The session was moderated by Anjali Hegde, chief executive officer, Reprise Media India deliberating on how technology can amplify brand experience and create a powerful source of differentiation and competitive advantage with relevant technology expertise.

Hegde pointed out, “We are in one of the fastest growing industry. She further added, “For the brand, the world has changed. Today story telling is an integral part of marketing.”

Explaining his standpoint, Endow said, “We have to figure out the brand story and work on that. And without technology we cannot explain the brand story that well.” Naair added, “Distribution channels are critical for a category such as financial services, so we need to work on the story telling factor for these distribution channels.”

Talking about advantages of digital media, Tripathy noted, “Sar utha ke jiyo’ had great insights. The only problem with ATL is that it is time bound. Digital on the other hand engages the consumer and isn’t time bound. In digital too, to promote a brand we need to be interactive and that interaction is not possible without story telling”.