'We are looking at an era of some spectacular stories that will find their feet'

Campaign India starts the countdown to the new year with an industry leader putting down one learning from 2017 and an expectation from 2018.

 

Here's what Prince Thomas, head - brand marketing, BankBazaar.com, had to say: 

 

The one big learning from 2017...

Storytelling: If marketing is about connecting with your audience, then you need to be a great storyteller who can tell stories that the customers can connect with. As a young and disruptive brand, we realised that our product was unique and our marketing approach also to be equally unique and disruptive to make an impression with our audience. 

 

One expectation from 2018...

We believe that digital will be the media for 2018. The online medium provides an arena to build narratives that are relevant and engaging. We are already seeing a subtle shift from 30 second advertisements to a more longer and expressive video format. These have the ability to tell a more nuanced story and develop an emotional connect with the audience. These experiments will continue to increase. I think we are looking at an era of some spectacular stories that will find their feet, and audience, in the online space.