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Modern brand marketing methods not just digital-exclusive
MUMBAI: The use of the internet and other digital media and technology to support 'modern marketing’ has given rise to the concept of digital marketing, and we at Tanishq believe that the focus has always been on building a 360-degree marketing plan, with seamless integration of products, services and communication. We try to not look at traditional and digital as two separate entities. Although digital ad spends have shown a considerable increase in comparison to traditional media, the base however, continues to be relatively smaller. Regardless, we have intensified the number of digital assets and we are also leveraging new-age tools at disposal like geo-targeting, virtual reality, online-to-offline attribution modelling etc., basically all tools that help us ensure maximum accessibility of the brand, for the consumers.
Most categories and brands are focusing on a multichannel media approach and that has reflected a lot in the festive season as well. With regards to the ad spend share for FMCG brands, we have noticed a reduction in their focus from traditional mediums like TV and seen them re-direct their path to the digital front with customised campaigns across YouTube, Facebook, Instagram and other social channels.
With the upcoming concept of omni-channel marketing, a smart digital strategy becomes all the more critical. No more can we focus only on one medium, especially if buyers themselves are branching out through new arenas. A diversification in mediums is essential when it comes to communicating our brand messaging.
Brands today are evolving with its consumers, and are looking towards transforming mass online marketing to one-to-one interactions to engage with the consumer. As a result of this, we are already on our way to developing a big-data driven approach to create moments of delight for our consumer through an intelligent recommendation system, not to mention taking the in-store experience online through AR/VR tools. Basically we want to be present with the customer, when the “intent rich” digital discovery moment occurs.
(The author is associate vice president, marketing, jewellery division at Titan Company. The views expressed here are her own and Indiantelevision.com may not subscribe to them)
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
