‘Right advertising to the right consumer at the right moment is key to brand building’

Girish Kalyanaraman, Vice President and Brand Operations Leader for the Indian subcontinent at Procter & Gamble, underscored the importance of delivering the right advertising to the right consumer at the opportune moment as the key to effective brand building. He shared these insights during his presentation at the 5th edition of the e4m Screenage Conference 2022, which took place on a Tuesday.

Kalyanaraman’s discussion revolved around the theme of ‘Making Mobile Technologies Work for Brands.’ During his session, he delved into what it takes for a brand to create high-quality advertising and how brand builders can successfully cut through the noise to connect with the right consumers in a meaningful way.

Drawing from his experience at P&G, Kalyanaraman emphasized the need to prioritize the consumer and leverage technology to enhance business outcomes. He remarked, “It is crucial to keep the consumer at the core and utilize technology to improve business results.”

Addressing the digital landscape in India, Kalyanaraman noted that digital adoption is not just a future prospect; it is already a reality. This transformation is driven by several factors, including the affordability of smartphones in India and the increasing use of data, especially with the introduction of 5G technology.

Kalyanaraman highlighted the significant evolution in understanding consumers over the years. Brand builders today have access to a much deeper and more granular understanding of consumer behavior, encompassing aspects like shopping preferences, media consumption habits, and durable ownership. This comprehensive understanding facilitates the creation of advertising that resonates with the right consumers, resulting in a win-win situation for all stakeholders involved.

He also discussed the changing landscape of rural viewership, pointing out that 50% of active internet users in India are from rural areas, with a digital penetration rate of 37%. Regarding the potential of 5G in advertising, Kalyanaraman emphasized that as 5G becomes more prominent and widely adopted, digital penetration in India will experience accelerated growth.

In conclusion, Kalyanaraman raised the question of the significant increase in advertising consumption over the past decade, highlighting the challenges and opportunities it presents in the context of brand building.