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Kantar’s ‘new normal’ mantra for brands: Build brand equity, invest in multimedia
NEW DELHI: Brand building acts as a multiplier of ROI and more than doubles the impact of media investment of sales, says Kantar CEO global media and digital practice in a webinar discussing how to grow brand and ROI in the ‘new normal’ of post-COVID world. He highlighted that on an average media investment helps to explain about 13 per cent of sales today while media impact considering the brand is 28 per cent on short-term sales plus long-term equity-driven sales.
He insisted that brand equity and media investments combined together can act as a great driver of long-term and short-term sales.
Kantar Singapore managing director, insights division, Jane Ng noted that it is important for brands to keep communicating with consumers to build brand equity. Sharing data, she highlighted that people want brands to take a larger role in society.
“In essence, it is not just good for business or it will help us for recovery, the most important reason here is that consumer will be looking at brands as an important companion through this journey,” she said.
Kantar NASEAP chief digital officer insights division Pablo Gomez added that brands, therefore, need to take a multi-channel approach of reaching out to consumers as synergies will be a major driver of ROI in the new world.
He added that in addition to what message the brand wants to convey, it will also have to put increased emphasis on how it cuts that through. “Creativity is the queen as being creative with media drives half of the campaign impact reach.”
Gomez also says that reusing previous successful ideas can also be used as it is relevant when one wants to remind the consumers why they should care about the brands.
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.
