Marketing is all about good stories that are remembered: PepsiCoâ€™s Atin Kulkarni
Good stories require art & science, creativity & data, and a good sprinkle of magic, according to Atin Kulkarni, Global Head, Media & Content Innovation CoE, PepsiCo. In his keynote address – titled ‘The Science and Magic of Storytelling’ – on the opening day of ad:tech Delhi 2018, Kulkarni said that marketing is all about storytelling. “Good stories are always remembered and that requires art and science, creativity and data. Today, we have an enhanced power with so many emerging technologies which can definitely help us to combine data,” he added.
At the same time, great stories with great power and interest come with great responsibility. Responsibilities such as building love and emotional connect with the consumers, being on top of the consumer’s mind and heart, creating top culture and delivering the agenda. Not specifically to the consumers, but to the society in generic.
Big shifts have happened that make this a reality. “In 2010, the number of things connected to the Internet exceeded the number of people on earth. For consumers, a more personalised experience designs for their likes, interest and desires. For marketers, one of the most exciting shifts is happening in this space today.”
To reiterate his point, Kulkarni noted that 44 per cent of consumers globally expect personalised experience. While sharing his views on leading ad campaigns leveraging Data, he added, “Data is unlocking the opportunity to seamlessly integrate brands into consumer’s lives.”
He further said, “At PepsiCo, we have made a huge shift across the ecosystem. We have an army of experts who help us, including Audiences, Content, Business Intelligence and Capacity building. PepsiCo is ready with a large view of connected data to deliver relevant insights. The Pepsi Generation campaign has leveraged the power of these insights. Pepsi Thailand has used programmatic engine to deliver 500+ creatives to the audiences. Our opportunity is to accelerate this journey across PepsiCo globally.”
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