MAM
Marketers need to experiment and reinvent through recession
MUMBAI: As the economic downturn has picked significant holes into consumer pockets thereby forcing buyers to become exceedingly cautious is their spending habits, marketers need to engage prospective buyers through experimentation and reinvention to “split that purse lace open.”
Speaking at the World Brand Congress 2009 forum, Infosys head global branding and corp marketing Aditya Nath Jha said, “Marketers have to reshape their marketing strategies in a bid to get their brands into the consumer‘s pocket. And this can be done, by shifting focus from divulging information to creating direct consumer connect.”
Jha also believes that companies need to move away from building product brands to creating strong company brands.
“It‘s not just the products themselves, but the company behaviour that affects the brand identity of the products. Therefore, it is very essential to construct the corporate brand and live up to the brand proposition.”
Meanwhile, Leo Burnett national creative director KV Sridhar noted that unlike earlier days, when marketers were busy chasing consumers, today marketers need to be found by the consumers.
“Today consumers are all over the information network and are always on the hunt. Thus, unlike yesteryears, now marketers have to alter their swing from chasing to being found; from shouting to listening,” Sridhar explained.
For Shantanu Bhanja, Hindustan Times VP marketing, the most convenient route to reach consumer pockets, especially during downturn, is by creating two-way interaction using the digital path.
“Recession is the best time to build brand loyalty and to generate that, one has to co-create brands along with the consumers. This so-creation can be led through consumer interactions across various digital platforms including the internet and mobile,” Bhanja added.
Brands
Radio City names Brijesh Magoo as national brand solutions head
Former Ishq FM programming lead to drive creative and revenue strategy
MUMBAI: Radio City India has appointed Brijesh Magoo as national head for brand solutions, strengthening its creative and content-led offerings as it looks to deepen advertiser engagement.
Magoo steps into the role after a brief stint as consultant for creative solutions at Radio City, where he worked on shaping integrated brand propositions. In his new position, he will lead the network’s creative solutions arm, focusing on building branded content, driving revenue opportunities and enhancing client partnerships.
He brings with him over a decade of experience across radio programming, content strategy and creative leadership. Most recently, he served as national programming head at Ishq 104.8 FM, where he led content strategy and programming initiatives at a national level.
During his time with Ishq FM, Magoo held multiple leadership roles, including national creative lead and head of programming, as well as programming head for Mumbai. His work spanned content development, audience engagement and format innovation, helping shape the station’s identity in a competitive radio landscape.
Prior to this, he spent six years at Red FM, rising from executive producer to assistant programming head, where he honed his skills in creative direction and on-air content strategy. He also had a brief stint as head of copy at Jack in the Box Worldwide, adding an agency perspective to his portfolio.
Magoo is an alumnus of Mudra Institute of Communications Ahmedabad, where he specialised in creative communications, and holds a degree in management studies from University of Mumbai.
His appointment signals Radio City’s continued focus on content-driven brand solutions, where storytelling and advertising increasingly go hand in hand. As audio platforms evolve beyond traditional broadcasting, Magoo’s blend of programming and creative expertise could help the network tune into new growth frequencies.
