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Tag: Rishi Sharma

  • The art Of storytelling: How marketing narratives drive project engagement and support

    The art Of storytelling: How marketing narratives drive project engagement and support

    Mumbai: “In the ever-evolving marketing landscape, amidst constant refinement of strategies and methods, one timeless instrument persists due to its enduring effectiveness: storytelling”.

    The art of storytelling transcends mere advertising; it involves the weaving of narratives that entice internal teams, engage broader audiences, forge emotional connections, and ultimately foster involvement and support for a project. This article examines the impact of storytelling on marketing campaigns, highlighting narratives as potent drivers of project success.

    At its core, storytelling surpasses the mere conveyance of information; it creates immersive experiences that resonate with audiences. Effective narratives captivate individuals by immersing them in a narrative where they become active participants. According to reports, 55 per cent of consumers are inclined to recall a narrative over a mere list of facts. This immersive element is crucial in marketing projects as it encourages deeper levels of participation and buy-in from stakeholders.

    One of the most important ways that story-driven marketing fosters project engagement is by simplifying and simplifying difficult ideas so that they may be understood by the audience. Whether it’s the introduction of a brand-new product, an endeavour to rebrand a company, or an initiative to have a positive impact on society, projects frequently involve complex ideas and goals.

    Moreover, storytelling evokes emotions, a vital component in garnering support for marketing strategies. By tapping into emotions such as empathy, joy, or inspiration, marketers can build connections with their audience, fostering deeper engagement and a sense of shared mission, especially in projects involving cross-functional teams.

    In addition to increasing engagement, narrative plays a pivotal role in building support and advocacy for marketing campaigns. When stakeholders, whether internal teams or external partners, develop an emotional attachment to the project’s narrative, they are more likely to advocate for its cause, offer their expertise, and actively participate in its success. This support network proves indispensable in overcoming obstacles, acquiring resources, and navigating the complexities inherent in any marketing project.

    Additionally, in a competitive market, the art of storytelling becomes a potent instrument for differentiation, enabling brands to stand out amidst the competition. They need to discover unique ways to attract attention in an era where consumers face an overwhelming array of choices. Differentiation comes through crafting a captivating narrative that infuses the brand with personality, authenticity, and meaning, resonating with customers on a deeper level. Marketers carve out a distinct identity and foster brand loyalty by aligning their efforts with a consistent narrative reflecting the brand’s values and connecting with their target audience. According to reports, businesses boasting captivating brand narratives experience a 20% surge in customer loyalty. This greater customer loyalty leads to increased sales and higher profits, making the brand narrative a powerful tool for businesses.

    Aside from that, the power of storytelling extends beyond traditional marketing platforms, permeating every aspect of project communication and execution. Narratives serve as guiding threads, weaving together disparate elements into a cohesive whole across various contexts such as internal meetings, social media campaigns, and customer interactions. Marketers who maintain clarity of purpose, alignment of efforts, and message continuity throughout the project lifecycle maximise its impact and effectiveness through consistent and captivating storytelling.

    Furthermore, narratives possess the exceptional ability to inspire action and drive significant change. They mobilise people toward shared goals, whether advocating for social justice, promoting sustainable practices, or garnering support for a cause. Marketers harness the collective energy and enthusiasm of their audience to effect positive change using storytelling as a tool for social impact.

    By weaving these elements into a compelling narrative, you can transform project communication from a chore to a strategic tool for driving engagement and securing support. Remember, storytelling is an art – so practice, experiment, and find the narrative that resonates best with your audience.

    In conclusion, the power of storytelling can be a game-changer for project marketing. By crafting narratives that connect on an emotional level, you can turn project stakeholders into enthusiastic supporters, paving the way for successful project outcomes.

    This article has been authored by CMO Rishi Sharma

  • “I’ve always found it fascinating to consider a creative that is based on consumer insight”: Rishi Sharma

    “I’ve always found it fascinating to consider a creative that is based on consumer insight”: Rishi Sharma

    Mumbai: In today’s ever-evolving marketing landscape, Rishi Sharma stands as a seasoned chief marketing officer with a diverse background in managing brands across various sectors and business trajectories. His expertise lies in navigating the rapidly evolving digital landscape, emphasizing the importance of adaptability, technology integration, and speed to market.

    Rishi’s career journey began with a fascination for branding, leading him through advertising, corporate marketing at Samsung India, and diverse roles at Aditya Birla Group. His experience spans both established corporates and nimble startups, allowing him to appreciate the nuances of innovation and adaptability required in different organizational sizes.

    He shared a successful instance where tailoring marketing tactics, particularly focusing on content creation and digital channels, led to a significant increase in leads, conversions, and brand visibility.

    Indiantelevision caught up with chief marketing officer Rishi Sharma,

    Edited excerpts

    On initially sparked your interest in marketing, and on your transition into your role as a chief marketing officer

    My fascination with branding began at a young age; I’ve always found it fascinating to consider a creative that is based on consumer insight. I will never forget advertisements such as Hamara Bajaj and Kuch Khaas Hai. In addition, I began reading the A&M magazine that our neighbour was reading back then, and that’s when I made the decision to pursue a career in marketing. Fortunately, we were also given the opportunity to select a major after graduation, and I went with advertising and public relations.

    My experience working closely with product and brand managers for ten years in advertising has led me to believe that marketing is much more than just communication; many other factors contribute to a campaign’s outcome.

    To better understand the process of getting a product to market, I started spending more time with the sales and marketing teams. Eventually, in 2009, I was given the opportunity to work in the corporate marketing department at Samsung India. and it marked the beginning of my marketing career.

    I worked in three separate B2C, B2B, and B2B2C businesses at Aditya Birla Group after leaving Samsung after three years. While these were still in the marketing and communication domain, I began to appreciate and admire the advancements occurring in the tech/digital arena. I also launched digital marketing, worldwide outreach utilising digital, and numerous other activities. After working for Aditya Birla Group for nine years, I felt that I could accomplish more.

    So, I decided to start over and joined Zolo as a CMO, where I oversaw marketing, customer experience, communication, product, lead generation, and brand. A role that was more complex and substantial.

    At Bonito as a CMO, I’m in charge of the entire client journey and funnel, even with the capital-intensive category  challenges, as a member of the core team, I help find strategies and solutions that aids in the business growth. Our distinctive offering of celebrity-designed houses including Gauri Khan and Manish Malhotra  has helped the brand reach number three in a very short span. Our most recent “World Design”  campaign was well received by the well-travelled Indian customer who responded to the campaign warmly. Additionally, I have built a team that is business focused and have implemented a full-stack Mar-Tech infrastructure, which has started delivering lead flow, improved conversion rates, and lowered  CAC.

    On your balance your experiences working with both established corporations and nimble startups in your current role

    That’s a really intriguing question. It is comparable to drawing a comparison between a boat and a ship in the ocean. In a boat, the captain interacts directly with the companions, however in a ship, there is a hierarchy and the captain rarely meets the crew.

    Both are travelling in the same manner. The distinction lies in their ability to innovate quickly, even if both share the same goal. A ship will creep, but a boat will appear swift and quick. In a similar vein, a ship is responsible for hundreds of passages on board, whilst a boat can accommodate a handful. Last but not least, while a ship can withstand severe seas, a boat finds it challenging.

    However, they both have a captain with the same goal of staying afloat. Both need to get to the destination safely. As with any organisation, large or little, it is crucial to be committed, detail-oriented, and aware of the current circumstances as well as to make plans for unanticipated events. Cannot afford to lose focus on the objective when in the lead role.

    On staying informed about emerging platforms and changes in audience preferences to adapt your marketing strategies accordingly

    I have subscribed myself to various publications and forums. It gives me a regular dosage of the latest in tech and digital. I used to read books but lately, follow podcasts that talk about Martech and topics around it. There are various sites, and even Meta and Google create reports on the latest consumption trends.

    Can you share a particularly successful instance where tailoring marketing tactics led to significant results

    The ultimate measure of our campaign’s success was leads and shop visits with a CAC that was well within bounds; for this reason, I cut back on our print and outdoor spending. I also cut back on spending on lead-only performance initiatives that offered no guarantee of quality.

    As a result, my attention was drawn to content creation, increasing website traffic, dialogue, and display. I used programmatic, YouTube, Social Media, Display, and FM as part of my media mix approach. When combined with performance, this gave the brand a 360-degree appeal that was always in demand. It wasn’t just economical, but it also elevated Bonito to the status of one of the most well-known brands. We got, A noteworthy 100 per cent increase in leads and a 25 per cent improvement in conversion from shop visits are the outcomes of these measures. Sales increased dramatically as a result of the ripple effect, exceeding our highest revenue goals and making the brand positive in December.

    In what ways do you ensure that your marketing strategies remain agile and adaptable in response to technological advancements and shifting consumer behaviours?

    Continuous experimentations and pilots, in the digital age there’s no sure shot way without experiments and pilots. Like we learnt that young Indians don’t like calls and they are more comfortable with the text, we created a WhatsApp-based conversation module, and it is now contributing to almost 25 per cent of lead flow. With over 35 per cent qualification.

    On the key elements that you consider when designing marketing campaigns to engage customers across different industries

    Consumer Insights, the latest trends and shifting busying patterns across categories are good enough to get cues. Like EV sales reflect upon the need for sustainable options. Increasing travel will make the customer more demanding. More socialising at home would mean needing space optimisation solutions. These cues when embedded in a piece of communication subtly, it help connect with the larger audience base and help open the funnel.

    On ensuring consistency and coherence across various marketing channels within a single campaign

    Create a framework and see that everyone who is working in marketing sees and approves the campaigns through that framework.

    On some common pitfalls or mistakes to avoid in marketing campaigns, based on your experience

    Thinking of a solution before comprehending the problem, if there’s no sale the solution in not an “offer/promotion” but to understand what is behavioural shift

    On measuring the success and impact of a brand campaign beyond traditional metrics like ROI

    It is simple, in today’s age it is about Traction, Traffic on the website and what percentage of these customers visit your website and transact.

    On ensuring alignment between your marketing strategies and the broader growth plans and objectives of the organisation as a CMO

    CMO is equally responsible for business growth, the role is no longer only focusing on branding and awareness but on budget, awareness, lead generation, retention, conversion and CAC, each of the above is linked to the other and hence CMO needs to follow this through on a daily basis.

    Nowadays there is a trend where even campaigns are releasing trailers, your outlook on it

    This is a very super bowl approach, it used to be common in mega launches, like automobiles, movies etc. Even in the olden days when a celebrity was getting introduced… I think it is not going to last long… unless it is a content-driven campaign. Businesses are very conscious about CAC and long-tail campaigns cost a lot. In my view, it works where the campaign is content/story lead and has a direct impact on purchase behaviour.

    On the trailer for this campaign or ad film engaging with its target audience

    It only builds curiosity, but as I said, it largely depends on the category.

  • Bonito Designs collaborates with Gauri Khan and Manish Malhotra to unveil “World Designs”

    Bonito Designs collaborates with Gauri Khan and Manish Malhotra to unveil “World Designs”

    Mumbai: India’s largest full-homes-only interior design brand, Bonito Designs has once again collaborated with design luminaries, Gauri Khan and Manish Malhotra to unveil a transformative concept ‘World Designs’. After the resounding success of their previous collaboration, this new chapter signifies an even grander story, promising to reshape the landscape of interior design. This innovative collaboration marks a groundbreaking step in interior design, combining diverse cultural influences, artistry, historical narratives, and architectural elements to create unique and personalized living spaces for clients across India.

    ‘World Designs’ transcends traditional boundaries by infusing international design elements into the Indian context, resulting in homes that seamlessly blend global aesthetics with local nuances. Gauri Khan and Manish Malhotra’s expertise is instrumental in interpreting the rich design heritage of different regions, creating interiors that are not just visually appealing, but also emotionally resonant. The partnership signifies a convergence of unparalleled design sensibilities. With an in-depth understanding of various design themes sourced from cultures around the world, the collaboration aims to offer a kaleidoscope of interior design concepts that resonate with the preferences and aspirations of their customers in India.

    ‘World Designs’, Gauri Khan said, “Design is my passion, and through ‘World Designs’, I am thrilled to continue this journey of crafting living spaces that resonate with beauty, culture, and emotions. Collaborating with Bonito Designs has been an inspiring experience, allowing both Manish and me to blend our design sensibilities to create something truly unique. Each space tells a story, weaving together global influences and personal aspirations. With ‘World Designs’, we’re excited to bring our vision to life once again, transforming houses into homes that exude warmth, character, and elegance.”

    The launch of ‘World Designs’ Manish Malhotra shared his thoughts on it as well. He said, “Collaborating with Bonito Designs has been a remarkable journey of innovation and creativity. Through this collaboration, we are not just designing spaces; we are crafting experiences that transcend time and trends. Design, for me, is a language that speaks of history, culture, and individuality and through ‘World Designs’, each design element tells a story, that reflects the unique essence of the homeowners. ‘World Designs’ is an exciting continuation of our collective vision, where we strive to turn dreams into reality, one design at a time.”

    Bonito Designs  CEO Amit Parsuramka said, “Celebrating the fusion of creative genius and artistic vision, ‘World Designs’ marks a defining moment in the evolution of interior design. This time the collaboration with Gauri Khan and Manish Malhotra transcends boundaries and redefines what it means to turn spaces into living stories. This partnership is not only a testament to our shared commitment to innovation but also a testament to the power of design to shape experiences. With ‘World Designs 2.0’, we are embarking on a journey to craft homes that encapsulate cultural narratives and timeless aesthetics, delivering unparalleled living experiences to our clients. This is a collaboration that goes beyond the ordinary – it’s a harmonious blend of design, inspiration, and imagination.”

    Bonito Designs CMO Rishi Sharma added, “At Bonito Designs, we believe that great design has the power to transform lives. Our collaboration with Gauri Khan and Manish Malhotra for ‘World Designs’ is a testament to our commitment to bringing exceptional design experiences to our clients. This partnership is more than just a collaboration; it’s a blend of design philosophies that transcend cultures and boundaries. ‘World Designs’ is not just about creating beautiful spaces; it’s about crafting unique narratives that reflect individual stories and aspirations. With Gauri Khan and Manish Malhotra’s design prowess and our innovative approach, we are set to redefine the very essence of interior design, making dreams come alive within the walls of homes.”

    Every project under “World Designs” will be a testament to the deep-rooted knowledge, creativity, and design prowess that Gauri Khan, Manish Malhotra, and Bonito Designs bring to the table. As trends evolve and new inspirations emerge, this collaboration is poised to revolutionize interior design, redefining spaces and experiences.

    From intricate Moroccan patterns to the refined minimalism of Scandinavian interiors, “World Designs” promises to transport clients into their own dreamscapes. Bonito Designs’ commitment to translating these global design themes into practical and aesthetically pleasing home environments, customized to meet the preferences of individual clients, sets a new benchmark in the industry.

  • Zolo onboards Rishi Sharma as chief marketing officer

    Zolo onboards Rishi Sharma as chief marketing officer

    Mumbai: Homegrown co-living brand Zolo has appointed Rishi Sharma as a chief marketing officer.

    In his new role he will be responsible for strengthening the brand’s external and internal communication along with developing an overarching strategy for new vertical launches, the brand said.
    Sharma comes with over 20 years of experience in marketing. Prior to joining Zolo, Sharma was working with companies like Aditya Birla Group, Liva, and Kara. His previous stints also include Samsung India Electronics and advertising agencies like McCann, Publicis, Euro RSCG (HAVAS) as a planner.

    Welcoming Sharma on board, Zolo’s CEO & co-founder, Dr Nikhil Sikri said, “Rishi brings in new ideas and industry insights that will add to our existing strength. He will focus his attention on the Zolo-ite community, consumer journey, and expanding our customer base. With innovative ideas rooted in experience, he will lead the marketing communication team towards setting a new bar in the industry.”

    Talking about his new role, Sharma said, “Zolo has emerged as a trendsetter to redefine the way people live, work and play. In the last 12 months, the team has demonstrated unmatched integrity and credibility as they pivoted to meet the expectations and help their consumers cope with the new reality. I am looking forward to working with them to help build and consolidate their position in the industry as they expand to create new verticals in the sector.”