D-Code 2019: 'Not about the output, it's about the outcome'

Here’s what Partha Sinha and Sumeet Narang had to say at The Advertising Club's digital review event

Aug 08, 2019 03:43:00 AM | Article | Raahil Chopra Share - Share to Facebook

The Advertising Club hosted the second edition of D-Code on 7 August in Mumbai. 
Starting proceedings for the night was Partha Sinha, vice chairman and managing director, McCann Worldgroup India.
He began his talk with a disclaimer: “I am an ad professional and I haven’t cracked any code. I still call it mobile and not mobile.”
With that he dwelled into the first piece of work he was inspired by:
“The client has done the work here. My biggest learning is that it’s not about the output but the outcome matters in the digital space. BJP’s digital footprint in Karnataka saw 5,000 Whatsapp groups, 25,000 IT Cell Members and 85,00,000 registered members. There were also campaigns like ‘Main Bhi Chowkidar’ and ‘My First Vote’. The big outcome was the party winning 303/353 seats.”
The second campaign he spoke about was the Racold Geyser’s campaign (conceptualised by WATConsult). 
He explained, “The time has come in digital to come out of the ‘let’s do something cool’ trap. 
The last piece of work Sinha showcased was the ‘Ride with Ikea’ campaign conceptualised by McCann Worldgroup.
He explained, “We created an experiential invitation card because furniture did not have the fun aspect. We had to raising expectations about what furniture could be.”
Sinha was followed by Bajaj Auto’s VP – marketing, Sumeet Narang.
The campaign he showcased was not from the last year, but one that they created in 2016.
“We were looking to create a brand through authentic digital content marketing,” said Narang before showcasing the launch film for the Bajaj V. 
He added, “It was a unique idea and we brought it to life by marketing it differently. We need a lot of authenticity and we were wondering how people would react to it. The timing was key, so we announced this launch on 26 January when patriotism was high. People had strong passion about the bike and the metal (from the INS Vikrant) that went in it. We followed it up with a series of content which invoked passion.”
He then went to laud Gillette for its consistent great work in the marking realms before ending with his learnings:
  • Consumer entertainment v brand relevance has to be differentiated
  • Brand building in an online environment is the same as offline
  • There is no digital code. You need to do a sea of activities on digital.