s1er2020 Thus bogins allo logs by Sui Kataia | ET Brardquily ff NEWSY LONG COPY’ MARTEQUITY PORTFOLIO BE* BRAND SOLUTIONS ~ BRANDEQUITY com Broun The Reononnie Times MARKETING ADVERTISING DIGITAL MEDIA. SHARK AWARDS 2020 BUSINESS OF BRANDS PEOPLE REPORT MORE of UNDERSTANDING CUSTOMER EXPERIENCE ee ‘nT DIotTAL WORLD Re eee ee Bates lies Home / blogs / Sunil Kataria resh takes, in-depth analysis and opinions from our esteemed panel of industry leaders BLOGS | "es inaepth anaysis and opinions from our estemed panel of industry Thus begins a tale Subscribe to our Newsletters 210000+ Industry Leaders read it everyda GCPL’s Sunil Kataria on why storytelling matters in the lives of brands Your Emall JOIN No Sunil Kataria Feb 08, 2017, 08.34 AM IST 8 Sunil Kataria “APA Business head - India and SAARC, GCPL, OOOOO® ORACLE aed yoo tet “Tell me a story.” This is childhood’s most common refrain. eS But the desire for a good story remains long into adulthood, Stories touch our hearts and minds; expand our horizons, let us into another person’s journey, awaken our emotions, inspire our imagination and tap into our dreams. Research shows that we retain facts more readily if they are presented in narrative form. The very act of listening lights up the brain, persuading it to share in the emotions of well- etched characters. 30 SEPEMBER 2020 eras itp:trandequty.economictines indiatimes comibe-bogethus-begine-aale2160 18NEWS’ LONG COPY’ MARTEQUITY PORTFOLIO lock thei Bet BR with 2 comps potential in the digital age, a time of s spans, an age when everyone can be a storyteller, and stories ing narrative, But how de we mus would argue we get back to the basics. What makes a good story has not changed — if anything, it has been amplified. Being authentic: It is the single most important aspect of memorable stories and successful branding, Stylised, pre- thought-out advertising hard-sells are passé; this is the era of dynamic, as-it-happens social media interactions that build a lasting rapport. Millions of people are watching your every online move. It’s almost impossible getting away with inauthenticity. Authenticity guarantees your voice is heard above the social media din and that your message sticks. For example, the Honestly Speaking commercial from The Founder Jessica Alba shares her journey of motherhood and what compelled her to create the safest, non-toxic and healthiest baby and family products. It shows her real children and her home, which adds authenticity. A two-way conversation: In the digital era, storytelling is no longer a one-way monologue, but two-way conversation. Your brand’s story is being consumers are your A number of brands have begun talking about breaking stereotypes, gender bias and social stigmas, which have been widely accepted by the digital universe. ‘The advertisement by Biba #changetheconversation addresses dowry; Mia by Tanishg portrays thebias women _willeontinue to rise ey’ve all started 20 days ago conversations on the internet which have multiplied impressions and created a flurry. It’s about choosing topical themes and creating a story which is simple yet relatable. A story is only narrated well, if it is re-narrated to someone else. itp:trandequty.economictines indiatimes comibe-bogethus-begine-aale2160 Thus bogins allo logs by Sui Kataia | ET Brardquily {AND SOLUTIONS © es PTE Deed VIRTUAL SUMMIT MARTECHT Eee) BLOGS 8 days ago Niksen and Jomo - ‘The joy of missing out 11 days 280 ‘The challenge of marketing to the anxious consumer! 20 days ago ‘The rise and rise of Brand Dhoni: And how it Application of Al, AR and VR to build smarter conversational ‘campaigns in post lockdown world ss1er2020 Thus bogins allo logs by Sui Kataia | ET Brardquily St @ NeWs~ LONG COPY’ MARTEQUITY PORTFOLIO BE* BRAND SOLUTIONS v “People will forget what you said, people will forget what jakiasi toa q dubious Guinness Book ma record? number of emotions. A personal favourite is Google's reunion commercial. For a nation that is still coming to Digital Marketing terms with its digital dependence, it was a campaign that ‘Tactics: How to use truly created a story that everyone could relate to. The them wisely now post- a beauty lies in the connect the commercial created with the older generation in India who are still adapting to the digital vie world. ‘{SRVASSRAESRLA year ago we created a campaign, for Cinthol, ‘Alive is Offline’. trelmagined a world without the internet or data on our smartphones. It created 48,68,232 views on YouTube and 24,349,084 impressions across social media platforms. The star of the story was that it was a digital only advertisement with a message about being offline and enjoying the little things in life. Itresonated with More examples can be seen in the ind the quirky commercials by yroduct is cleverly interspersed into While we argue that effective storytelling has become a challenge in today’s connected world, there is still room for driving more conversations, connecting more people across the globe and making stories timeless. In the words of Seth Godin, “ in many ways, as individuals, we are also looking for a happy ending to our own stories, Perhaps, that best sums up our fascination. That we are all stories in the end. DISCLAIMER: The views expressed are solely of the author and ETBrandEquity.com does not necessarily subscribe to it. itp:trandequty.economictines indiatimes comibe-bogethus-begine-aale2160 Pr