MAM
‘Marketers must not fall prey to the viral trap:’ KS Chakravarthy
MUMBAI: Speaking at Association for Data Driven Marketing and Advertising (DDMA) India Annual and Awards on Greatness — The New Minimum For Survival, digital marketing and social media agency Liqvd Asia CCO KS Chakravarthy (Chax) points out that accepting the changing role of advertisers and consumers is the bare minimum for the digital world that marketers are operating in today.
Going back few years, one can see how the internet has changed the way consumers behave. From viewers, they are increasingly looking for outlets to be heard. With social media, advertisers and marketers aren’t the only story tellers; consumers are also partaking in the creative process. In fact, according to Chakravarthy, marketers are no more storytellers, but responders looking out for meaningful conversation touch points in a consumer’s life.
Citing Google’s concept of micro moments, Chakravarthy highlights how technology enables one to target much sharper. “The entire journey to purchase can be broken down into moments. There is a moment to know, which is when a consumer is seeking information, and it is also the time when you can engage them in conversation and build relationship. And then there are moments to to go when the consumer is actually purchasing… these moments creates avenues for marketers to not just drive sales but to engage consumers,” says Chakravarthy.
Chakravarthy moves on to expand on the statement with numerous examples of how brands have effectively anticipated and converted consumer engagement with campaigns to brand communications, starting with the Old Spice advertisement in 2010, which the marketers responded to Twitter backlash to generate more conversation about the brand resulting increased sales. While that was accidental, American FMCG brand Honey Maid anticipated negative feedback on their campaign and incorporated that into their follow up campaign.
Apart from the new take on consumers, the key benchmarks that emerged from the session that digital marketers must take note of are reality of the second screen adoption and the vista of opportunity it poses to the marketers to capitalise upon; social influences or the viral stars of the digital world be it on YouTube, Pinterest or Vine; and the importance of collaboration or branded content, which is being tried but is still at a nascent stage in India compared to other markets.
Having said that, Chakravathy pointed out why marketers should not fall prey to the viral trap. “It’s sad that in India only 20 per cent of the digital spends goes to video content, while the number is almost 80 per cent in a market like Japan where digital marketing is much more evolved. The issues isn’t just with infrastructure and bandwidth consumption. Whenever we think of digital marketing through videos we think of viral videos. Somehow we all think that we will make a video that will go viral, which is not the case. If one were to analyse YouTube’s data, one can see that most of the videos we know as viral in India are paid for by brands. It’s not organic and hence of no use to marketers,” he said.
“Unless a video engages a consumer in something informative, and ensures meaningful consumer engagement, it will not convert to anything even close to sales for a brand,” Chakravarthy asserted.
When queried as to whether he finds digital marketers lacking confidence in the Indian market, Chakravarthy gives them the benefit of doubt and expresses his primary concerns with the medium in the current landscape. “Apart from a few B2B brands, most brands can’t to without television in India, especially FMCG brands. Moreover even with the buzz around digital marketing, clients haven’t really got what they want from digital practices in India on marketing. Once that happens, this question of confidence won’t come. The fact remains that marketers must engage brands in all touch points of their purchasing journey using digital as a tool. That’s the bare minimum,” Chakravarthy signed off.
Many drivers assume basic coverage is just a formality until an accident involving someone else brings legal notices, compensation claims, and unexpected financial pressure. At that point, the real importance of car insurance becomes clear. A single road incident can quickly create obligations that are difficult to manage alone.
In this blog, you will learn how third-party online cover supports legal safety, what it includes, and why securing it online is a smart first step.
Why Third-Party Insurance is Legally Mandatory
Indian motor law requires vehicles used on public roads to carry third-party liability cover. The intent is to protect the public by ensuring there is a recognised route for compensation when a vehicle causes harm to others.
If a vehicle is driven without this cover, penalties can apply, and the owner may have to pay the compensation amount personally if legal liability is decided against them. This helps ensure that people who suffer loss are not left without support.
How Third-Party Online Insurance Works
When third party car insurance is purchased online, the proposer shares vehicle and personal details, pays the premium, and receives the policy document in digital form. The cover applies during the policy period and provides legal liability protection for others arising from the use of the insured vehicle.
If an incident leads to a claim, the process usually involves reporting, submitting required papers, and following the steps set by the authority handling the matter.
What is Covered Under Third-Party Insurance?
This cover is designed to pay for losses suffered by others when legal liability is established. The response depends on the policy terms, the evidence, and the decision made during the claim proceedings.
Bodily Injury to Third Party
If someone else is injured in an accident involving the insured vehicle, the policy can cover the insured person’s legal liability. Compensation is assessed using medical records and other supporting documents, along with findings on responsibility. Payment is made based on the final compensation amount decided in the case, as per the policy terms.
Property Damage
If another person’s property is damaged, the policy can respond to the insured person’s liability for that loss, within the limit mentioned in the policy. The amount is generally based on documents that support ownership and the assessed repair or replacement cost. Timely reporting and clear paperwork can reduce delays in assessment.
Legal Support During Claim Proceedings
Third-party claims can involve notices, hearings, and filings because they focus on legal liability. Under the policy terms, the insurer may assist in organising documents and managing parts of the defence process through appointed representatives. This can support orderly communication and reduce missed deadlines.
What is Not Covered
Third-party cover is narrow, so some common expenses are excluded. These exclusions are common, but the exact details depend on the policy terms.
● Damage to the insured vehicle is not covered, including repair costs.
● Loss or damage to the insured person’s belongings is not covered.
● Injury cover for the owner-driver or passengers is typically separate.
● Claims linked to use that breaches policy terms may not be payable.
● Contractual promises beyond legal liability are generally not included unless stated.
Why Buying Online Strengthens Legal Safety
Buying online does not change legal duties, but it can make compliance easier to maintain and easier to prove. Digital records also support clarity if cover dates are questioned after an incident.
● Digital issuance can reduce the risk of an accidental gap in cover.
● A stored e-policy can be retrieved quickly when proof is requested.
● Receipts and time stamps help confirm when the policy was active.
● Online renewals can support timely payment and avoid lapsed cover.
● Clear documents make limits and required steps easier to understand.
Conclusion
Third-party liability cover is a direct step towards legal protection because it covers losses suffered by others when a vehicle causes harm. It supports compliance and reduces the risk of penalties for uninsured driving. Buying online can help keep policy documents, dates, and receipts easy to retrieve during checks and claim proceedings. When the cover’s scope and exclusions are understood in advance, it becomes easier to stay compliant, prepared, and confident on the road.
