The pandemic has brought significant changes across industries, and marketing is no exception. Today, digital marketing has become a critical aspect to attracting new customers and retaining existing customers. In his weekly BrandWagon Ad Talk series, industry experts highlight what has changed in the last two years and, more importantly, these changes will continue. Koffeetech Communications founder Jay Rathod talks to his BrandWagon Online about digital marketing dos and don’ts, the best marketing campaigns and more.

What is the difference between launching a brand in the digital age today and in the digital age before?

Traditional advertising is dead. For example, TV and radio have been hit hard due to the large number of streaming options available. Not because they did something. Because people are moving to the Internet. They will no longer watch TV when online platforms allow them to watch the same shows without commercials.

The digital age has changed the way companies sell their products. It radically changed the playing field. Therefore, companies have to change the way they target their clients. It has expanded the reach of small businesses while demanding more from large businesses.

What’s the best recent marketing or advertising campaign you’ve seen and why?

Havells ‘LetsEndDarkness Moments’ digital campaign.

Havells’ new ad celebrates the inspiring stories of people who, despite the hurdles and hardships, have removed the darkness from their lives. As part of the campaign, the company launched a video series called #LetsEndDarkness (LED) Talks. In this video, we discuss how these heroes overcame obstacles and banished darkness. The campaign utilized the basic concept of ‘inner enlightenment’ with a powerful emotional and socially responsible message.

Individuals can reach their full potential despite adversity and, with determination, progress beyond the limits of their current circumstances. This is the core principle underlying the campaign concept. While the brand strives to portray the triumph stories of these people by sharing their real stories, it focuses on his five heroes whose lives have been spectacularly restored through their tenacity and enthusiasm. I guess. It explores the achievements of individuals who have taken control of their own lives and overcome darkness.

Which brands made the most of digital last year and how?

Tanishq created a remarkable engagement ring campaign called “WhenItRingsTrue” to highlight the couple’s special bond. This 90-second film of his evokes a couple’s heartfelt feelings about engagement and how it leads to unity and trust, capturing the couple’s attention and encouraging them to buy her a diamond ring on their big day. .

This ad received many views and likes on social media platforms such as Instagram, Facebook, Twitter and YouTube. The perfect and authentic depiction of ideal love has captured the attention of young people across digital networks. The campaign also targeted many male fans who are buying engagement rings for their loved ones. Another outlet that attracted more buyers was Facebook.

In a post-Covid world, what are the digital marketing dos and don’ts?

One of the most important lessons learned during the epidemic was how to use your punches and overcome problems by staying calm and solution-oriented. Our team has found flexibility to be a huge advantage, both as a team member and as a company.

You can’t predict what will happen in the future, but adaptability allows you to face obstacles with confidence. The right mindset is what wins the race. It’s not always easy, but in digital marketing it’s important to involve the whole team by focusing on problem solving through research and trial and error.

Tell us about a bad example of a recent ad you’ve seen and why.

Hrithik Roshan’s latest Zomato ad didn’t quite get the audience’s point of view in today’s digital world. As a result, there was a huge backlash against the brand.

Also Read: Chai Pe Charcha from BrandWagon

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