CXO talk on advertising and building brands

The intricate art of crafting impactful advertisements within a constrained time frame with meticulous attention to detail is a hallmark of brand building. Ms. Roshni Chandran, Director, Primary Colours in her talk drew from her rich experience to highlight the importance of conveying the right message to the right audience through thoughtful and strategic advertising in building brands. The speaker underscored the challenge of encapsulating a wealth of information in a mere 20-second ad slot. In a world where attention spans are shrinking, it is imperative to craft an ad that quickly captures the interest and delivers a compelling message. Achieving this requires a delicate balance between brevity and effectiveness.The session delved into the meticulous process of filming an advertisement. Every element, from direction to lighting, costumes, hair, and styling, contributes to the overall impact of the ad. The speaker stressed how each detail, no matter how minor, can significantly influence the perception of the product or idea being promoted. The speaker shared a captivating example from her first ad project, where the company RmKV aimed to raise awareness through creating the world’s longest saree. By focusing on a unique and attention-grabbing concept, the company successfully captured the attention of the audience and generated buzz, demonstrating the power of selling an idea rather than just a product. In the second project, the speaker discussed the strategic approach taken by jodii.com to target a specific low-income audience in the competitive matrimonial segment. By understanding the expectations of the audience and differentiating themselves from competitors, the company effectively communicated the value proposition and established a strong foothold. The third ad project highlighted the transformational power of advertising narratives. The speaker described how Surf Excel successfully shifted the perception of stains from negative to positive, using the slogan daag acche hain, stains are good. This example emphasised the potential of challenging conventional thinking to create impactful messages that resonate with audiences. The speaker emphasised that even the tiniest detail, such as a colour palette or a subtle gesture, can contribute to conveying the intended message to the right audience. Ms Roshni Chandran’s career spanning over 23 illustrious years began as an assistant director under the guidance of esteemed Rajiv Menon. She directed and co-produced over 300 advertising films to date, she worked on the film Kandukondain Kandukondain in her career and won awards and her work on Mini Fanta, Dheepam Oil and SOS Children’s village. Her campaign for RmKV silks won the prestigious AME awards, New York for advertising effectiveness. CXO Talk on advertising and building brands by Ms Roshni Chandran was organised by the department of MBA on August 17, at RR campus.