MAM
Delamere teaches how to strategise in a dynamic market
MUMBAI: Strategising isn‘t easy in the media play as the environment has become increasingly dynamic with multiple platforms available, audiences getting more fragmented and plethora of brands surfacing in the market. Advertisers and media planners and buyers need to rework their course of action.
“The key to a good strategy is pretty basic. Know your consumer,let it revolve around your consumer and not around yourself,”said
Addiction Worldwide brand strategy director Martin Delamere.
This is easier talked about than achieved. Delamere, who was speaking at PromaxBDA India 2012, said the trick is to get into the details of the consumer’s psyche and habits.
“It is also important to know whether your TG is the influencer or the decision maker. Once the consumer has been understood, it becomes easier to take the next step which is to tell him why he should choose you. Give the consumer a feeling of connect so that it builds loyalty over time. Also, just talking about it almost doesn’t work in today’s day and age as consumers want proof,”he averred.
A very important decision for any strategist is to decide whether to globalise a brand’s approach or localise it. While some brands can take a more global approach in their communication, some need to be localised.
For example, American apparel brand Abercrombie and Fitch has stores that have a party feel with dim lights, club music and décor which clicked with consumers in US. In Japan, though, the strategy failed as shoppers gave more importance to functionality of the store than its aesthetics.
“Having said this, some elements of the brand need to remain consistent globally in order to maintain identity. It is the balance between globalising the brand and localising it that is of importance,” Delamere held.
He also pointed that in order to create a successful marketing campaign, it is necessary to integrate TV viewing experience with web and mobile. While it will increase the touch points that brands target at the same time, it also enhances the consumer’s experience with the brand.
Another key to strategising is doing good as consumers want to know what higher purpose you intend to serve.
Lastly, strategy shouldn’t be superficial. “It isn’t about that new coat of paint only. It is about adding depth, value and meaning to your brand,” concludes Delamere.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
