Sameer Satpathy, chief executive officer, personal care, ITC, states that creative effectiveness is the core of what marketing does on a daily basis, and it’s the heart of the reason why marketing exists.
The Cannes juror in the category of Creative Effectiveness shared overall trends and themes from the Cannes Lions 2022 in an exclusive tete-a-tete with ETBrandEquity.
Satpathy said that the trend of turning technology from a force of exclusion to a force of inclusion and how to get marginalised communities, segments, to get the voice across was ringing loud and clear at Cannes Lions.
“Everybody has now understood the ability of using digital to engage is more important than to use it like a broadcast medium,” he added.
“How do you get consumers to really deepen their engagement as opposed to just having a conversation. Today’s age where the consumer is so distracted, it is very important to just hold their attention, so that they engage with you in a meaningful manner. If they don’t, they don’t even remember it,” said Satpathy.
He added that the other trend was epic demonstration. “You take your product or technology and make it into a very large demo which is so large that it demonstrates all your capabilities.”
“There was a Renault case with Appy – electric village, where they talked about making electric cars acceptable to rural audiences. They took a village and replaced all the cars with electric vehicles and then they demonstrated to the world what the experience was.”
There was a case called the Power of Three Island, wherein they use 5G to completely transform that island through multiple dimensions of work, school, fishing and so many other things.
In terms of sustainability, it was about tackling a systemic sustainability challenge, not a one-time one. “What consumers are looking for is action. Brands which are demonstrating action in a manner which is sustainable and can do it economically.”
He opined that marketing is moving away from being consumption centric, to becoming a solution for a fundamental solution for large business and societal issues which are tackled in a sustainable manner.
There is a tone of voice of advertising, which has been more affiliative, it is more about making things together, healing societies.
He added that organisations will have to step up and look at in a holistic manner when they look at their entire value chain. How do you build a value chain, which can do well for the planet? How can you build a value chain, which adds a price which the consumer is ready to pay?
“We also have to make sure that we can get society to have a stake in that value chain in a positive manner, then it becomes sustainable.”
(As told to Namit Singh Sengar)