Geetika Mehta

𝗛𝗲𝗿𝗲'𝘀 𝗵𝗼𝘄 𝗔𝗺𝘂𝗹 𝗶𝘀 𝗯𝗮𝗻𝗸𝗶𝗻𝗴 𝗼𝗻 𝘁𝗵𝗲 𝗽𝗼𝘄𝗲𝗿 𝗼𝗳 𝗻𝗼𝘀𝘁𝗮𝗹𝗴𝗶𝗮 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴? As we mark World Milk Day today, here is a piece one of the best examples of how Asia’s largest milk brand is leveraging nostalgia in building a brand. The spotlight is back on an iconic Shyam Benegal directed ‘Manthan’ when recently GCMMF walked the red carpet at Cannes where the 4K restored version was released. Did you know Manthan is India’s first crowdfunded film where 5,00,000 farmers donated ₹2 each to bring the project to fruition 48 years ago? The jingle ‘𝘔𝘦𝘳𝘰 𝘎𝘢𝘢𝘮 𝘒𝘢𝘵𝘩𝘢 𝘗𝘢𝘳𝘦𝘺’ taken from the same movie has been refurbished several times by the brand to evoke positive emotions for brand. Amul scored perfectly every time to transport us back to memories and feelings associated with the past to create an emotional connection with its consumers. A wealth of research shows that nostalgia can result in creating more trust towards the brand and increase purchase intention. ➡️Following the reception at Cannes, the restored version of Manthan will be released in 100 theatres, across 50 cities in India on June 1 and June 2. 𝐂𝐡𝐞𝐜𝐤 𝐭𝐡𝐢𝐬 𝐨𝐮𝐭 𝐟𝐨𝐫 𝐨𝐧𝐞 𝐦𝐨𝐫𝐞 𝐭𝐢𝐦𝐞. (𝐀𝐮𝐝𝐢𝐨 𝐨𝐧 𝐩𝐥𝐞𝐚𝐬𝐞!)🔊 This is so iconic and nostalgic, that every time I come across this ad film it gives goosebumps! Happy weekend. #worldmilkday #nostalgia #nostalgiamarketing #retromarketing #amul #marketing #iconicads #bestads

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Just landed in Delhi after a fascinating conversation on my flight from Calicut. Eid celebrations must spark interesting encounters! I met Mustafa, a seasoned marketing director in the B2B tech space. We got talking about the usual challenges – cutting through the noise, personalizing outreach, and proving ROI. But then, Mustafa dropped a gem I hadn't heard much about in the Indian B2B landscape: 𝗔𝗰𝗰𝗼𝘂𝗻𝘁-𝗕𝗮𝘀𝗲𝗱 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 (𝗔𝗕𝗫). Now, we're all familiar with Account-Based Marketing (ABM), right? Tailoring campaigns to specific high-value accounts. But ABX takes it a step further. Imagine creating a multi-sensory, immersive experience for your target accounts. Think personalized virtual tours of your product, interactive demos tailored to their specific needs, or even curated content delivered through AR/VR headsets. Mustafa's company is piloting this with a handful of key accounts, and the results are promising. Increased engagement, deeper understanding of the product, and a more emotional connection with the brand. This got me thinking – with India's growing tech adoption, could ABX be the next frontier for B2B marketing? It personalizes the journey beyond just messaging, fostering a memorable brand experience that resonates on a deeper level. What are your thoughts on ABX? Is it a game-changer for the Indian B2B space?

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Hey Thanks for sharing your views Ishani Maheshwari The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing https://amzn.in/d/03rHlfrI is now available for Pre Order on Amazon.☺️ #thepracticalmarketer

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The power of emotional and psychological triggers in successful advertising Read more at: https://lnkd.in/g2vHVqdc

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Glad you are loving the read Rakesh Prajapati. Interesting observation that you made yesterday, that the book explains the difference between 'Activation', 'Promotions' & 'Campaigns'. There are so many words in Marketing that are used interchangeably. And knowing these subtle differences can often make all the difference in clearing interviews & our daily effectiveness. The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing is now available on Amazon at https://amzn.in/d/9oG0zmc #thepracticalmarketer

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Is #Performance Important or Implanting #Brand in Consumer?   #PerformanceMarketing is Important as it brings in the much-needed Revenue from various sources. Hence, Marketers are focusing more on this to maintain the P/L budgets at the cost of much needed ‘#BrandAwareness’.   ‘Brand’ is also crucial, as it helps in creating association with Brand in consumers thereby helping conversions through Performance.   But it is generally undermined during the marketing efforts, which should not be done as in the longer run this undervalues the Brand amidst the stiff competition in the market. Many organisations skip focus on Brand which is detrimental.   Optimizing the #marketing costs is much required to maintain the P/L. However, there are many tactics in Performance which can double-up with the Branding efforts and help in Saving costs while delivering the required objectives.

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This was one fab discussion! With many marketers around on the ET BrandEquity panel, a theme emerged: create meaningful nudges, not ads. Traditional ads can feel pushy and are increasingly being ignored. Many of us have seen a considerable drop in CTRs and conversion rates of our typical demand gen campaigns. This makes focusing on sending thoughtful, personalized messages that really connect with people super important. A timely message offering helpful advice or a special deal based on what someone likes can feel like a friendly nudge, not a hard sell. It shows that we understand and care about our customers’ needs. A paradigm shift like this can lead to better engagement, happier customers, and stronger relationships. A genuine conversation will convert and retain our audience better than anything else. #Marketing #CustomerEngagement

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