Engage with this generation in three seconds to engage them with your product: Ad guru Prahlad Kakkar

“Today kids are born with computers, smartphones and the internet and they have the attention span of a fruit fly," said the advertising world icon at a panel discussion titled “Brand Strategies Through Disruptive Innovation” hosted by the Indian Chamber of Commerce at a brand conclave in Kolkata.

The ICC conclave on “Brand Builders and Motivators" also hosted a discussion on “Media, its Evolution and Role in Current Society”.

"This era is about telling the truth. You must have a story to tell. You have to engage them in three seconds or they will never engage with the product,” Kakkar said.

Speaking on “Media, its Evolution and Role in Current Society," Prahlad Kakkar said, "We have to learn to keep moving forward with today’s generation. We cannot lie to them. They are not satisfied by one news source. They tend to cross check across various platforms."

"People want to hear unbiased news. They should have a backbone and shouldn’t sell themselves. They should build credibility for the younger people and be relevant," said the advertising filmmaker.

The ICC conclave was a net-working forum for the business community which gained insights into both the roles of media as well as current marketing strategies.

The speakers were Vandana Ramakrishna, COO, Madison Media Ace; Anindya Ghosh, Founding Partner, Sam & Andy; Michel Boutin, Director Design and Sales, Australian Fashion Group and Prahlad Kakkar, Indian Ad Guru and Director, Genesis Films.

Namit Bajoria, Chairman ICC National Expert Committee on Retail and Marketing, stated, “We have witnessed the three eras of consumer behavior and marketing in the span of the last 3 years–Pre Pandemic, Pandemic and Post Pandemic. The purpose of this event is to understand the new marketing ways and role of media in the current scenario for the growth of brands.”

Prahlad Kakkar said, “A success story stands on its failures. Failing is not a bad thing. It teaches you humility and the value of success. Stigmatizing failure will cast one to the role of a job seeker."

Michel Boutin on valuation of a brand said, “Brand is a concept. It’s not a service. Disruption is the challenge to the status quo. For me, valuation of a brand is based on the service provided, projection of being successful on a promise of something.”

Anindya Ghosh said, “Evolution is part of the business. Understanding the consumer will help us to deal with the evolving consumer. We must be loyal to our customers and be honest."

Vandana Ramakrishna said, “We should adapt to the growing new consumer base and digitize the brand as the younger generation are all digitized."

The panel discussion was moderated by veteran public relations personality Rita Bhimani.

Representatives of over 30 international brands/companies which were present used this opportunity to interact with other members of the business community, to gain not only insights but also sharing their business strategies, plans and contacts with each other.

(Reporting by Ayush Gupta)