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"It's important for us to draw a clear line back to ROI": Rajeev Raja, BrandMusiq, on sonic branding

Ranjan Kapur and Subhash Kamath are now part of the advisory board of BrandMusiq, a sonic branding outfit. We interviewed Rajeev Raja, co-founder of the firm....Read more

Its important for us to draw a clear line back to ROI Rajeev Raja BrandMusiq on sonic branding
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100 Words

A look at what's keeping ad/media/marketing folks excited these days - in 100 words.

Tarun Arora

COO, Zydus Wellness

The FMCG space is being re-imagined with brands turning themselves into publishers and telling stories to consumers in newer ways. The confluence of technology, e-commerce and expanding consumer avenues are catalyst to these events. This makes the task of marketing very interesting and it needs to move beyond the 30s spot. At Zydus Wellness, we are taking this forward by using Branded Content in an experiential manner - it entertains, showcases and imagines consumers' challenges and helps them optimise the product and its benefits in their lives. For example - in the web-series 'Sweet Break Up', we have busted myths and demonstrated that Indian sweets can be made healthier with no extra calories, using Sugar Free.