What’s in a Name? Your Own Brand Story! Hari Krishnan Joins Us for PGP RISE Orientation Cohort 4

With ‘brain rot’ being the ‘Oxford Word of the Year 2024’ and decreasing attention spans, what has changed for brands? Why are traditional methods of story-telling and advertising not working anymore?

At the PGP RISE Orientation of Cohort 4, students got the opportunity to learn from a prominent name in the advertising industry, Hari Krishnan, MD, Content & Groupé Marcomm, Publicis Groupé India.

With decades of experience in the advertising industry, he provided insights into the evolution of branding, content, and consumer engagement. He shed light on the future of advertising, where content reigns supreme, gaming emerges as a powerful marketing tool, and brand storytelling becomes more essential than ever.

The early days of advertising

Hari Krishnan took us on a journey through the early days of advertising, a time when people never skipped ads because they were their first exposure to high-quality content. Fast forward to today, content creation has overtaken traditional advertising, making brand communication increasingly personalised and dynamic. Brands must now tell stories that resonate personally with consumers rather than simply broadcasting messages.

Beyond ads: Storytelling that builds brands

Sharing his rich experience in branding and content, Hari emphasized how his company is innovating beyond conventional advertising. Their focus lies in telling stories that traditional ads cannot, making branding a more immersive and evolving experience. Customer retention and personalisation are at the heart of this evolution, ensuring that brands remain relevant in an ever-changing market.

Crafting your own brand story

A brand isn’t just about a name, it’s about the narrative behind it. Hari underscored the importance of building a strong, relatable brand story that resonates with audiences. A brand must go beyond packaging; its true strength lies in the values and emotions it evokes.

The rise of gaming as an experiential advertising platform

The gaming industry in India is booming, with an estimated 52-55 crore gamers. Hari explained how brands can leverage this massive market by integrating their presence within games. He shared real-world examples, such as Mountain Dew and Hero, where brands successfully simulated their goals inside gaming environments to engage players more authentically.

Researching influencers and studying fandoms

Influencer marketing has evolved from mere endorsements to story-driven collaborations. Hari spoke about the need for meaningful engagement with influencers, where brands should align with authentic narratives rather than force-fit promotions. He also highlighted the importance of studying fandoms, from anime enthusiasts to music lovers, since these passionate communities offer fertile ground for brand engagement and real-time interaction.

The changing face of brand loyalty

Brand loyalty is no longer about sticking to a product out of habit; it’s about the experiences a brand provides. Hari illustrated how COMET: a sneakers brand, successfully cracked the code by creating a brand story that appeals to the youth, combining classic and retro elements to build an emotional connection.

As the advertising landscape continues to evolve, brands that focus on personal connections, real-time engagement, and immersive storytelling will be the ones that thrive.

The session left us with one key message: In the age of personalisation, your brand is your story - make it count.