MAM
Brands need to adopt transparent strategy to succeed in social media
MUMBAI: Not all brands need to use social media in their communication strategy. However, those that do, should adopt a transparent strategy so that there is trust built among users. They should also open up to influence and forget about the myths of control.
These were some of the points made at a MasterClass session at the World Brand Congress on social media.
The session was chaired by BigAdda COO Shivanandan Pare. The speakers were Simplifying founder and CEO Shashank Nigam, Grapefruit chief creative officer Marius Ursache, AgencyNet VP consumer and brand strategies Alex Morrison and Digital Media CEO Ishwar Jha.
Ursache spoke about building social branding through engagement. He noted that not all brands need social media to build their communication strategy.
“However, many big companies waste time and resources on it without clearly defining the objectives that they are looking at achieving through their communication strategy. Also if a company’s core competence is in communicating through television commercials then it might be better to stick to it rather than doing a bad job on Twitter.”
He said that there are different strategies that companies use. One of the most effective involves opening up to influence. He gave the example of what Dell did with Ideastorm.
The company launched a site and asked consumers what they want to see changed in the company. The company got 12,000 ideas and implemented 400. “The outcome is high if you know how to internalise feedback.”
He also noted that ideally a company should become embodied when users become advocates for it. A good example is Apple and that is due to the strength of the product.
He urged companies to have a dedicated team that focusses on social media. He also warned that a company’s official communication does not mean engagement. The company has to lose the illusion of control in communication.
Nigam also made a point on the importance of companies not obsessing over control in communications. “While there are PR guidelines, the companies should focus more on how they can influence people’s opinions. People would rather trust a blog than a corporate site as the blog has a face to it. A large corporation on the other hand is faceless. It is key that the face of the brand comes out during communication in social media.”
Morrison said that in a digital world, people explore what they are passionate about. Brands have to find a way to intersect in their lives. Companies need to understand the different things that happen in a digital world that leads to people interacting with brands. The good news is that many brands like Coca Cola already stand for something. The next step is to see how they can add value to consumer’s lives and start the engagement process. Brands could align with consumers passions including music, nightlife, social culture, environment. He says that Zappos, Redbull and Nike are among the companies that do this really well.
MAM
8PM Packaged Drinking Water named Lead Trouser Sponsor for Sunrisers Hyderabad
Brand partners with IPL team for 2026 season with campaign ‘Rise in Orange, Celebrate with Black’.
MUMBAI: 8PM Packaged Drinking Water has found a clever way to stay in the game by hitching its wagon to one of cricket’s most exciting teams. The brand from Radico Khaitan Limited has announced its association with Sunrisers Hyderabad as the Lead Trouser Sponsor for India’s Premier Cricket League 2026. The partnership will see 8PM Packaged Drinking Water gain prominent visibility during the high-energy tournament.
To mark the collaboration, the brand has launched the campaign thought “Rise in Orange, Celebrate with Black.” The idea cleverly links the on-field intensity of Sunrisers Hyderabad’s iconic orange jersey with the off-field celebrations powered by 8PM Premium Black Packaged Drinking Water.
Radico Khaitan Limited chief marketing officer Kunal Madan said, “We are delighted to be associated with Sunrisers Hyderabad for the 2026 season. With the league’s unmatched reach and the team’s strong fan following, this is a great opportunity to connect meaningfully with consumers across the country.”
Sunrisers Hyderabad enters the season with a formidable lineup featuring players such as Abhishek Sharma, Ishan Kishan, Travis Head, and Pat Cummins, making it one of the most watched teams this year.
A spokesperson from Sunrisers Hyderabad added, “We are pleased to welcome 8PM Packaged Drinking Water to the Sunrisers family. This association brings together shared values of energy, resilience, and excellence.”
The partnership underscores Radico Khaitan’s strategy of aligning with marquee sporting platforms to build contemporary, consumer-centric brands. By tapping into the emotional connect and massive viewership of the league, 8PM aims to deepen engagement and strengthen brand affinity during the cricket season.
In the fiercely competitive world of Indian cricket sponsorships, 8PM has chosen to play it smart, pairing the thrill of orange with the cool refreshment of black. As Sunrisers Hyderabad prepare for another exciting season, the brand is set to ride the wave of passion, performance, and celebration.
