A very brief history of            Branded ContentBC 1.0– Event/TV show SponsorshipBC 2.0– Product Placement•  Guru – Hero...
A brand is merely abrand, an inanimateobject, until enoughpeople care about it
Once enough people     care, theycongregate & form a community around     the brand
The confluence of the congregation creates    an energy field   around the brand
The energy field then  reaches a critical   mass, and as an   organic force ofnature, breathes life    into the brand
It is at this point that the brand develops a     heartbeat and   becomes a living,    breathing entity
This phenomena is known as…
The heart & soul of the brand is a a collective    reflection of the community of people    that give it life.
The brand belongs tothem and its future is  now in their hands
The Role of Marketers     now becomes tofacilitate the interactionbetween the brand & the community to which it          b...
!                !Branded Content 4.0!   Co-Created Content!
• And the vehicle by which the brand gets around  is called….
To LiveBrand experienceStoresExclusive OutletsWebsiteBlog
To PlayEventsRoadshowsBranded TV show
To MingleSocial MediaAppGamingLoyalty/Ambassador/CRMprograms
To Learn & GrowConsumer-fueledInnovationsCustomizationOptionsConsumer-generated branddecisions
Is Coke Studio BrandALIVE?!
2008	             2011	  2007	  
Coke Studio is BrandALIVE!• In Pakistan, the show airs on over 23 channels• Time magazine once called it “one of the 10 be...
Platinum Rules of Engagement!§ Be relevant!§ Generate attraction!§ Be transparent / generate trust!§ Be authentic!§ I...
But most importantly…!
Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012
Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012
Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012
Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012
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Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012

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Presentation by Gitanjali Sriram on Power Talks: Branded Content at the IndiaSocial Summit 2012

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Branded Content - Gitanjali Sriram, Naked Communications at the IndiaSocial Summit 2012

  1. 1. A very brief history of Branded ContentBC 1.0– Event/TV show SponsorshipBC 2.0– Product Placement•  Guru – Hero Cycles, Bobby – Rajdoot Motorcycle, Black Eyed Peas ‘I’ve Got A Feeling’ – NokiaBC 3.0– Content Creation•  Coke Studio, Dewarists, Hero RoadiesBC 4.0– Next is what?
  2. 2. A brand is merely abrand, an inanimateobject, until enoughpeople care about it
  3. 3. Once enough people care, theycongregate & form a community around the brand
  4. 4. The confluence of the congregation creates an energy field around the brand
  5. 5. The energy field then reaches a critical mass, and as an organic force ofnature, breathes life into the brand
  6. 6. It is at this point that the brand develops a heartbeat and becomes a living, breathing entity
  7. 7. This phenomena is known as…
  8. 8. The heart & soul of the brand is a a collective reflection of the community of people that give it life.
  9. 9. The brand belongs tothem and its future is now in their hands
  10. 10. The Role of Marketers now becomes tofacilitate the interactionbetween the brand & the community to which it belongs
  11. 11. ! !Branded Content 4.0! Co-Created Content!
  12. 12. • And the vehicle by which the brand gets around is called….
  13. 13. To LiveBrand experienceStoresExclusive OutletsWebsiteBlog
  14. 14. To PlayEventsRoadshowsBranded TV show
  15. 15. To MingleSocial MediaAppGamingLoyalty/Ambassador/CRMprograms
  16. 16. To Learn & GrowConsumer-fueledInnovationsCustomizationOptionsConsumer-generated branddecisions
  17. 17. Is Coke Studio BrandALIVE?!
  18. 18. 2008   2011  2007  
  19. 19. Coke Studio is BrandALIVE!• In Pakistan, the show airs on over 23 channels• Time magazine once called it “one of the 10 best things to happen to Pakistan”• 39.3 million youth were reached via the TV show in India• More than 4 Million radio listeners across 29 cities in India• 700,000 Facebook fans in India & 1 million+ in Pakistan and counting• 75,000 subscribers & 50 Million+ views on YouTube collectively• India website garnered 100,000 visitors in 3 weeks• More than 10 million Mobile downloads thru BluFi• 16 Live concerts took place across India to reach & engage directly with over 10,000 fans• CD album sets in India went platinum within weeks• Pakistan is gearing up for season 5 & India for season 2. Many countries to join the fray
  20. 20. Platinum Rules of Engagement!§ Be relevant!§ Generate attraction!§ Be transparent / generate trust!§ Be authentic!§ Invite interaction!§ Allow customers to share control!§ Celebrate aesthetics!
  21. 21. But most importantly…!

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