presented on 9 feb 2021 at Renaissance, Mumbai at CMO Townhall presented by Clevertap

1. A CRISIS IN
STORYTELLING ?
Ringside View - Vatsal Asher
Founder & CEO, DMAasia

2. Brave new ideas,
Unlocked !
Accelerating the Economy
Adapting to the new normal

3. #1. When it’s
stormy at sea,
work your nets.
Thought Leader : Lloyd Mathias
● The BIG Opportunity
○ It’s not business as usual. The timeout
is still on.
● Who survived better ?
○ Those who were resilient
○ Agile
○ Had a dialogue with their stakeholders
● What’s next ?
○ Marketers need to be the voice of the
customer in the boardroom
○ Brands need to keep the dialogue with
stakeholders
○ Skirt the trap of tacts & metrics. Focus
on the long term story of the brand

4. #2. Be Prepared,
Always.
Thought Leader : V Viswanand - DMD Max Life
● Be Paranoid
● Find Purpose

5. #3. Be Brave, where it matters
Thought Leader : Manan Shah, Truecaller & Satbir Singh of Thinkstr
● If it’s a mass problem it belongs on mass media!
● Single Minded Communication

6. #4. Turn heightened awareness into desired action !
Thought Leader : Anisha Agarwal, IKEA
● Unique to IKEA - Unique to your brand & the values.
● Innovate to surprise

7. #5. Be Trend Spotting & Act Fast !
Thought Leader : Juhie Gorwara, Phillips
● Digital gets Physical
● Goodbye Big Social
● Retail Revamp
● Social Media Trends
○ Live Streaming
○ Micro Influencers
● Privacy protection is more important than ever

8. #6. Passion points
as communication
hooks
Thought Leader : Saurabh Bajaj - Head
Marketing, Dairy at Britannia
● Pandemic Phases
○ Breach, Crisis, Resilience &
Renewal
● Passion Points
○ Spreading Awareness - Lifebuoy
/ Dettol
○ Things to do at Home - Surf,
Daag Ghar pe hai
○ Celebrate Home Time - Cooking
Shows Britannia
○ Appreciation & Gratitude -
Amazon
○ Support & Solidarity - Parle G
○ Free Riding on Topicality - Vocal
for Local

9. #7. Anticipate big Trends to follow, be first mover
Thought Leader : Saurabh Bajaj - Head Marketing, Dairy at Britannia
● E Commerce - Trial has happened, now is to expand
● OTT - new media on the bloc, elusive millennial
● Digital music streaming - Mute TVC work
● Online payments - Engagement & Gratification
● Moment Marketing - With pandemic as leveller, are agencies
equipped ?
● A lister as influencers - Celebrities & A Listers blended. So can no
longer be we also ran.
● Hyper Local Marketing - Customers want brands to come closer to
them and service.

10. #Bonus. Don't wait
for another
pandemic
Thought Leader : KG Manjunatha, Kenscio Digital
● Spend time with family
● Give a pause to global warming
& heal nature
● Share the load at home
● Continuous skill acquisition
● Making lifestyle changes
● Giving importance to health &
hygiene

11. 3 power nodes of customer retention
● Acquire
● Understand
● Enthrall - meet their needs
That’s all from my side. and if some of you did sleep through the presentation,
do not worry, we’ll give you a clevertap and get you going where you ought to
get.
Before I end, It’s soon going to be time to CREATEFFECT, We know
#Itdoesntcomeeasy.
Thanks for being such a lovely audience. I hope you enjoyed the talk as much as
i did putting it together for you.

12. What a lovely
meet up !