Strategic Brand Planning - Guest Lecture by Mr. Nikhil Raibole, Planning Director Ogilvy & Mather

Mr. Raibole furthered with his ideas on how to carry out communication. Communication strategy differs with different problems. If there is a need of category awareness, demonstrate the usage and benefits of the product. If there is a need of brand awareness, communicate the differentiating factor to give consumers a reason to consider the brand. Quoting the example of Amazon’s ‘AurDikhao’ campaign, he explained how Amazon was successful in differentiating themselves .He also told that some brands like Red Label came up with advertisements conveying social message in order to create an emotional touch along with the brand benefits. He added that the communication should also include a creative angle to keep viewers engaged. He informed the participants that one can solve any brand problem by making things simple. Moreover, he also gave emphasis on what not to do in communication through examples of few ads which ended in disasters.

At the end, Mr.Raibole gave a situation- How Flipkart should project them when competitors like Amazon and Snapdeal are projecting to be the best in variety and value providers respectively. The participants raised lots of possible scenarios and understood the course of action of a Brand Strategist in each scenario.