Bangalore: The Advertising Club hosted a webinar on 19th June titled ‘The YZ Factor.’ The Webinar was co-hosted by Zubin Jauhari, Associate Group Head, Dentsu Webchutney, and Nigel Mathew, Disha Communications. The panelists included Ankita Sharma, Motivator, Sneha Somani, Group Head, ESP at GroupM, Anvesha Sinha, Wunderman Thompson.
The panel discussion delved on various topics, including the need for advertising during the COVID 19 crisis, and the communications strategies that brands follow during this period.
Speaking on brands that advertising during the Covid-19 period, Somani said, “The need for advertising depends on the products and the brand tonality. If there are brands that have been there in the social space or the products which are need for the hour, I hope they would talk.” She added, “In my opinion, a lot of consumers feel better or more hopeful about the current crisis through proper communication from a brand. It is always about the correct content.”
Speaking on the shift in communication strategies, Sinha said, “A lot of brands were putting out social messages during this period. The entire phase can be divided into four parts, and the first types are the brands who wanted to maintain silence and did so. The second type is the ones who put out social messages and safety measures. After putting out messages, these kinds of brands kept quiet and observed what others were doing.” Sinha continued, “Thirdly, the brands which were getting authentic and trying different methods to communicate to the consumers. There are a lot of brands that have suffered during the current crisis and are coming out to connect to more consumers.”
Sharma said, “An exciting thing that I noticed was that a lot of buying is getting molded right now, this is because of the availability of products. The brands need to find the right context and communicate with the right audience.”
The panel discussed the affinity that the brands have for the digital medium and how they want to optimize the social media platforms according to their needs. The panel further delved into the topic of work from home becoming the new norm.
The panel discussion is the 9th installment in the ongoing webinar series. The event was a huge success, with more than 150 participants on Zoom and Facebook Live. The Webinar was put together with the support of the Ad Club’s Managing Committee. Online Partner Medianews4u.com and Adgully.com.
The Co-host Zubin Jauhari in his concluding remarks said “The general impression is that the Burn-out rate in Advertising is very high. My advice to people who have a Creative streak in them is to give themselves a shot at working in The Advertising industry. When you have a Creative Roadblock, just go and watch all those award winning campaigns in Cannes and other awards to inspire yourself. It’s true that Advertising is very demanding at times in terms of workhours, etc but when it works for your client and people really appreciate your work, its a great heady feeling that cannot be explained”.
Radhika Ramani head of Programs at the Adclub Bangalore said “The YZ generation form a big chunk of our industry and a core audience for most advertisers. When we initially brought Zubin, Nigel, Sneha, Ankita and Anvesha together, it was to understand their take on the new normal. The webinar ended going way beyond, not just by being entertaining but by being truly informative. This had been one of my favourite webinars”
Nigel Mathew, Managing Committee Member of Adclub said “We have been organising these webinars for a few months now, on varied topics such as advertising, media and communication, talking to the best of the best in our industry. We felt a slight change was the need of the hour. The voice of the youth had to be heard, and who better than Sneha, Ankita, Anvesha & Zubin. These guys brought a whole new perspective to the ‘new normal’ and did so with a whole lot of entertainment. We, at the Ad Club, hope to keep organising such webinars to hear the youth and understand from their perspective, as the consumers of tomorrow, how this ‘new normal’ will truly shape our industry”.
Arvind Kumar, Executive Direcor of The Adclub Bangalore said,” I would like to urge all the people who have been tuning in to our Webinars to please drop a mail to me on [email protected] telling us what kind of programs they would like to see. It will be our endeavour to cater to your wishes, to our best possible ability”.
The Video of the Webinar on YZ factor is available on:
https://www.facebook.com/theadclubbangalore/videos/643794083016599/
