Brands
Lockdown earmarks a digital progression of brands
As the world collectively grapples with the pandemic, several businesses have come to a complete halt owing to the lockdown situations globally. With the spread of COVID-19, the world is facing a very serious challenge of keeping the economy stable while easing the impact across sectors.
A significant downfall in the economy is visible across the globe. While some businesses are shut, for some there are limited avenues to continue work. These uncertain times have shed light on a unified communication approach of creating awareness and adopting the digital business model. A gap in communication is visible, which marketers need to bridge going forward. In times of crisis, what is important for marketers to know how they can overcome obstacles and connect with the audience.
Lockdown has forced people to stay at home for their own good, which has created a powerful avenue for marketers if they have the vision to do so. Since people spend maximum time staying at home during the quarantine, connecting with them through digital media is the need of the hour. In such cases, a digital marketer needs to know the strategy they can use to communicate with the consumer in a sensitive manner to relate with their audience and project themselves as a brand of choice.
Strategic approach
There is no denying that major sectors like travel & tourism, hospitality, and real estate have been majorly affected by the impact of COVID 19. Essential services, however, are operational across the country alongside online businesses such as digital marketing agencies, advertising sectors, technology service providers, etc. This pandemic has provided an opportunity for the brands to create stronger bonds with consumers by creating awareness and communicating with the consumer regularly. Digital is becoming the new normal and brands are now exploring a new and diverse path to survive this pandemic. Digital marketing is the ultimate way for the brands to spread awareness and keep the audience engaged with the brand.
Leveraging Digital to the fullest
Pay Per Click – With people being quarantined and spending more time online, it’s a great opportunity for businesses/brands to use PPC marketing to connect with their customers and gain a competitive advantage. It is cost-efficient at the same time and one can better leverage the digital marketing budget.
Search Engine Optimisation – Anything online right now will be consumed more than ever. This is not the time to stay low-key online. Using search engine optimisation (SEO) strategies to gradually rise to the top of Google’s search engine results pages (SERPs) is crucial for the business to gain better visibility. It's important to
Realigning advertising strategies
Pre-allocating advertising amount – As the world makes its shift toward digitalisation, it is easier for the brands to restore their trust into digital aspects of their marketing strategy and allocate a certain amount of money during the times of crises as a part of the reactive strategy. Ad spend reallocation acts like a savior during such unprecedented times., It may help with online advertisements since marketers are aware that ad spends get highly affected when cost-cutting is required.
Displayed ad spends – Due to cancellation of conferences, meetings, tie-ups and large scale events because of the pandemic, the advertising market is expected to witness a downfall and a possible dip in performance. Displaced ad spends will undoubtedly be reallocated later in the year and would benefit both the agency as well as the brand in the eventually
At this point what matters the most is to position your brand rightly during this economic downturn and communicate effectively. Businesses should maximize social listening and be prepared to put out important brand statements. Informing the target audience on how your brand is managing the pandemic and strategically placing your messaging amidst the content that the target audience is exposed to is of utmost importance.
Digital marketing can be incredibly agile, and agencies should be prepared to be nimble in their approach to adjust during times of crises. Marketers are also planning on how to get the business to recover after the Coronavirus impact. One can optimize digital marketing by pushing useful content which will help in maintaining and sustaining the traffic through consumer engagement. Brands need to think long and hard about digital transformation that could majorly be focused through brands reinvesting physical marketing into virtual mediums.
(The author is co-founder and managing director, Makani Creatives. The views expressed are his own and Indiantelevision.com may not subscribe to them)
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
