The e4m-Pitch CMO Summit in Bangalore featured an enlightening panel discussion with industry leaders exploring the theme of ‘The Season of Opportunity: Strategies for Marketing during India’s Festivals.’ The discussion delved into the significance of the festive season, its impact on businesses, and how brands are aligning with the festive spirit.
The panel included Gunnidhi Singh Sareen, VP – Marketing, Head, Digital Works; Jiten Mahendra, VP – Marketing, BTC (Byju’s Tuition Centre); Saibal Biswas, Head of Marketing, Partnerships and PR, MediBuddy; and Nikhil Mayne, Principal Partner – Content +, Mindshare. Althea Vanderveen, Director, South – Ad sales, Truecaller, chaired the session.
The conversation began with a focus on consumer sentiments and expectations for the upcoming festive season post-Covid. Sareen expressed optimism, highlighting the unique opportunity for marketers and salespeople as people emerge from a two-year period of restricted movements. He emphasized that people would be keen to spend money during the festive season, making it an opportune time for marketers to influence consumer behavior.
Biswas, discussing the healthcare perspective, noted that the last two years had driven significant growth in online healthcare due to lockdowns. He emphasized the shift from offline to online healthcare options, especially in tier 2, tier 3, and rural areas. The focus remained on making consumers aware of the convenience and affordability of online consultations.
Mahendra spoke about the evolving advertising budget trends, stating that brands would be more conscious, especially during festivals like Pujo and Onam. He emphasized the convergence across media and the importance of content in building connections with consumers. Brands, according to Mahendra, need to focus on being topical, establishing an emotional connection, and remaining in the consumer’s consideration set.
Mayne concluded the session by emphasizing the relevance of the insights shared, noting that brands must be mindful of the impact they make. He highlighted the importance of identifying the audience, listening to their needs, and delivering targeted messages, drawing parallels with the smart digital strategies implemented in the FMCG sector.
