Guest talk on the art of storytelling in marketing

Storytelling makes marketing messages more engaging and persuasive. The talk by Mr Nikhil Kumar, an alumni of PES highlighted the importance of storytelling in advertising and how a well-crafted narrative can elevate a brand’s presence. He narrated his personal journey, starting from his experience with Hero Pen as a schoolkid. The pen was not just an ordinary writing instrument but a symbol of motivation and good luck that accompanied him throughout his life. Using that pen, he scored an impressive 94% in his exams. After completing school, he pursued a Bachelor of Engineering in Biotechnology course at PES that involved significant mathematical challenges. Unfortunately, he failed in his first semester. However, for his backlog exam, he rediscovered his magical pen and used it, marking a turning point in his academic journey. His professional career took him through various companies, but one constant companion was his pen. It became more than just a tool for writing; it symbolized perseverance and success. The pen even played a role in his personal life, helping him find his wife and raising his two children. To this day, he carries the pen with him as a token of inspiration. During the session, the concept of  Sell me this pen was introduced to illustrate the importance of storytelling in advertising. The discussion emphasized how a compelling story adds value to a product, making it more than just a commodity. Several advertisements that he had worked on were showcased, reinforcing the idea that: great brands don’t interrupt a story, they become a part of it. The session highlighted that an effective narrative seamlessly integrates into people’s lives, making the product or service indispensable. He summed it up by highlighting the qualities of a good advertisement: relevant: it should connect with the audience’s needs and emotions;  empathetic: understanding consumer’s perspective; humble: authenticity and sincerity to make a brand trustworthy; representative of values and adaptable: brands must evolve to meet changing consumer expectations. The speaker, Mr Nikhil Kumar is Head of Brand & Digital Marketing, Stanley Black & Decker. He is Digital Transformation Specialist with specialization in digital marketing, branding and social media and holds two world records and has figured among Asia’s Top-100 Digital Marketing Leaders. Department of BBA and BBA (Business Analytics) hosted  the talk " The Art of Storytelling in Marketing: Building Emotional Connections, as part of educational B talk series on January 29, 2025 at RR campus.