BrandWagon Ad Talk with Rutu Mody-Kamdar of Jigsaw Brand Consultants

The pandemic has brought about notable shifts across industries, and the case has been no different for marketing. Today, digital marketing has become a crucial aspect for acquiring new customers and retaining existing customers. In our weekly BrandWagon Ad Talk series, industry experts highlight what’s changed over the past two years and, more importantly, are those changes here to stay. Rutu Mody-Kamdar, Founder of Jigsaw Brand Consultants, talks to BrandWagon Online about the dos and don’ts of digital marketing, the best marketing campaigns, and more.

What’s the difference between launching a brand in today’s digital age and before?

The biggest difference is the consumer who suffers from ADHD today… there is a severe attention deficit today compared to before… which means brands have to do all the more efforts to meaningfully grab attention and hold attention longer. Consumers today access brands through multiple channels. More than a competition between brands, it is a competition between media that can capture the consumer’s attention

What are the best recent marketing or advertising campaigns you’ve seen and why?

Some recent campaigns that have been notable are Tata Tea’s nationwide rollout of regionally nuanced campaigns – brilliant information gathered from various parts of the country and a fully localized advertising campaign. “Mumbai ki kadak chai” is an example of this – where the harsh exterior of Mumbaikar lends itself to a soft interior – resulting in a kadak chai experience.

Cadbury’s is another brand that has created brilliant campaigns since time immemorial. Their “good luck for girls campaign” that honors girls and their success is a great femvertized way to build the brand and transform a decades-old ad campaign in a delightful way.

Which brand over the past year has made the best use of digital and how?

Brands like Swiggy, Cred, Byjus all have great digital campaigns. But the Swiggy campaign was particularly interesting. By creating interesting and engaging content, the brand has always stayed in people’s minds.

In a post-Covid world, what are the do’s and don’ts of digital marketing?

In a post-covid world, brands should start putting digital at the heart of their strategy. The consumer has become increasingly accustomed to the internet, and digital can no longer be a department or a channel – it’s something that needs to be built into the boardroom strategy and needs to be seamlessly integrated into everything. what the brand does and says. It can no longer be a separate entity.

Also read: Noise rolls out its poster campaign with Rishabh Pant

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