In this thought-provoking episode of Conversations on the Business of Brands (CoBB), Sharan and Sudeep dive into the often overlooked balance between logic and intuition in media planning. Using real-life case studies of brands like Atomberg Fans and Govardhan Ghee, they explore how unconventional media strategies can achieve remarkable results when guided by clarity, empathy, and conviction.
KEY TAKEAWAYS:
The Art and Science of Media Planning:
Sudeep emphasizes the importance of combining structured frameworks with gut instincts. While traditional media plans rely heavily on reach and frequency, success often lies in understanding the brand’s unique tasks and making bold, focused decisions.
Case Studies: Atomberg Fans & Govardhan Ghee
Atomberg Fans: A newer player in the market, Attenberg chose to exclusively focus on cricket as a high-engagement platform rather than spreading their budget across multiple channels. Their strategy, complemented by innovative performance marketing tactics, ensures awareness and credibility at key consumer touchpoints.
Govardhan Ghee: By partnering with Kaun Banega Crorepati (KBC), Govardhan has successfully leveraged saliency and cultural relevance to build strong emotional associations, such as their campaign “Garv Se Govardhan.”
Framework Meets Intuition:
Sharan and Sudeep break down how marketers can develop a “gut” for bold strategies by deeply empathizing with their consumers, maintaining a razor-sharp focus on brand objectives, and committing to their convictions despite risks.
QUOTES
“Marketing is the science behind the art, and the art comes from the heart.”
“Hyper-empathy combined with hyper-clarity drives the most effective media decisions.”
This episode is an invitation to think beyond conventional norms and create impactful, memorable strategies by blending structure with intuition. Whether you're a media planner, brand strategist, or a marketing enthusiast, you’ll find actionable insights to elevate your campaigns.
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CREDITS
Album Art & Design by ting.in
Voiceovers by Anjale Stephanos
Music from Zapsplat.com