Unny Radhakrishnan

Indian consumers are stuck in the middle- From content fatigue to decision fatigue yet we hold the stature of COAT (Consumer market of all time). Check out my small contribution in today's The Economic Times ET BrandEquity #Consumer #Marketing #Digital

21

1 Comment

When brand promises crumble - A real-world lesson from Air India. Two decades of brand strategy have taught me one thing Transformation is never just skin deep. My recent Delhi- Singapore flight with Air India was a live case study of brand promise versus brand reality. The Tata Group's much-hyped relaunch looked stunning on paper. Within minutes of boarding, the disconnect was painfully clear. The sleek new branding? Beautiful. The actual experience? Jarring. My seat's loose armrest wobbled with every turbulence. The in-flight entertainment system flickered between Bollywood tracks and static. When I signaled an issue to the flight attendant, her weary shrug spoke volumes about an unchanged internal culture. What transformation really means. This isn't just an Air India problem. It's a universal challenge I've seen across industries: cosmetic changes mean nothing if the fundamental customer experience remains unchanged. I always emphasize that a rebrand is more than a visual makeover. It's a comprehensive commitment to reimagining every single touchpoint. The hard pill to swallow when it comes to Meaningful Brand Evolution 👇 Visual identity is the appetizer. It is not the main course Cultural shifts matter more than logo redesigns Every single interaction builds (or breaks) customer trust Authenticity can't be manufactured. Air India's current state is a textbook example of superficial transformation. Millions invested in a new look, but the core experience remains unchanged. It's like renovating the facade of a house while the foundation continues to crumble. My clients hear this repeatedly - Your brand is the sum total of every single customer interaction. Air India's situation proves this point with painful clarity. For brands seeking meaningful change, the roadmap is straightforward, but far from easy. Commit to systemic, not just cosmetic changes Align internal culture with external brand promises Invest heavily in training and cultural development Create feedback loops that truly listen to customer experiences Understand that every interaction is a brand-building moment Air India's journey is a cautionary tale, but also an opportunity. Every turbulent flight, every frustrated customer is a chance to rebuild, reimagine, and recommit to what a brand can truly represent. True transformation isn't about looking different. It's about being fundamentally better, consistently, authentically, and with total commitment. The most powerful brands don't just communicate their value. They show it, moment by moment, interaction by interaction. #BrandStrategy #MarketingStrategy #DigitalTransformation #Innovation #marketing #branding #rebranding

87

9 Comments

My column in #exchange4media today. Emotional Equity: The Heart of Effective Advertising Emotional equity will be a crucial differentiator in Indian advertising, enabling brands to foster loyalty and become integral to consumers' lives. https://lnkd.in/g6ie8DZ8 #Advertising #EmotionalEquity #ConsumerBeahviour #Marketing #BrandBuilding #MarketingStrategy

4

Tapping senior citizens' digital fluency, independence, and evolving aspirations, marketers are leaning towards tailored campaigns that resonate with this demography. Vinita Bhatia finds out from Industry experts. Read more at: https://lnkd.in/e_2TTGz7

2

1 Comment

🚀Exciting news for Brands & Marketers! Mindshare India has officially launched its much-anticipated "Content Marketing Report". 📈 In today's digital era, where "Content is King," staying ahead of the latest trends is key. Mindshare India's comprehensive report empowers brands & marketers with the knowledge and tools they need to elevate their content strategies to new heights. 📊 Interesting material for your next big presentation: 🔍 Trends & Insights 🏆 Best Practices 💡 Expert Advice & more This report is a must-read for anyone looking to enhance their content marketing game. Don't wait, get your copy today! 📖 Access the report here: https://shorturl.at/qM148 Amin Lakhani Ajay Mehta Ruchi Mathur Niraj Ruparel Vipasha Bhuptani Makarand N Nidhi Bakhru Aashita Jhamb Devanshi A. Yuvraj Rana Rishi Sharma #ContentMarketing #Mindshare #DigitalMarketing #ConsumerInsights #News #Trends #BrandSuccess

26

Still One of the most effective medium to advertise in Lucknow

1

LP 103 | OOH has surprised me as a medium that helps advertisers stand out in the digital advertising age. A recent Social Samosa article by Pranali Tawde highlighted the state of OOH advertising in India. Junaid Shaikh and Rupali Chavan shared some key points, while Chandan Mendiratta and Samyu Murali discussed their celebrated OOH campaigns. Brands have been attracted to OOH since dinosaur days due to its unique ability to reach consumers during their daily routines. It offers unparalleled visibility in physical spaces where digital distractions are minimal. Unlike the cluttered online advertising landscape, OOH provides a refreshing way for brands to cut through the noise. And DOOH is taking it to the next level with hyper-targeted advertising through advanced data segmentation and dynamic messaging. In the recent past, we've seen some incredible OOH campaigns like Swiggy's #WhyIsThisASwiggyAd made by Talented.Agency and AMAZON PRIME's Panchayat Lauki billboards created by Kulfi Collective, SoCheers, Initiative (IPG) and Trzy Innovationz. These not only boosted brand visibility but also sparked social and offline conversations. While the bigger agencies will undoubtedly explore this medium, indie agencies like mine won't be left behind. We're looking forward to 2025, ready to create unboring outdoor campaigns that blur the lines between traditional advertising and interactive, tech-driven storytelling. Motley is going OOOOOOOOOOOOHHHHH! #IndieAdAgencies #OOHAdvertising #MotleyIsUnboringAF #MeJasonMenezes

2

Launching a new product requires careful planning and execution, especially when it comes to PR. Anindita Gupta, founder of Scenic Communication explains how they can nail their go-to-market strategy with savvy PR, which encapsulates press releases, influencer buzz, and if needed, crisis control. #publicrelations #PR #PRprofessionals #PRmanagement #productlaunch

1

Critique is not merely for the sake of criticism. Its true purpose is to generate awareness. An awareness that sparks necessary reforms, changes, and new developments. From the digitisation of infrastructure to government policies and transparency, this article provides an essential overview of these topics. Grateful to have contributed to this much needed piece. exchange4media Kanchan Srivastava Glocal Bridge #programmatic #adoption #dooh

19

2 Comments

FYI: India’s DOOH ad market is growing fast but it still represents only 10% of OOH advertising: OAC 2024 panel (Media4Growth): Nabendu highlighted the fact that India had seen a significant increase in digital screens, from 70,000 to 200,000 within a year. Despite this growth, DOOH still represents only about 10% of the country's out-of-home (OOH) advertising market, a stark contrast to the 40% in the United States and up to 90% in China. The panelists […] #DOOH #digitalbillboards #digitalsignage

1

Excited to share my views in the recent article on AdGully, where I along with fellow industry experts delve into the implications of the new Self-Declaration Certificate (SDC) mandate on the advertising industry, with a specific focus on Food and Health sectors. In the article, we explore several critical areas: Impact on Industry Revenues: How will the SDC mandate influence overall ad spending, particularly in the second half of 2024? Programmatic Ads: What are the challenges and opportunities for programmatic advertising given the need for personalization and the high volume of ads? Festive Season Campaigns: How will the new regulations affect the creativity and execution of campaigns during the crucial festive period? Read the full article here: https://lnkd.in/grmXPTjs

21

Great that more on our joint study with The Womb and Times of India is coming out. 👍🏽🙏🏼 #Marketing #Business #Strategy #Effectiveness

1

Quoted in this story on acquisitions of Indian #publicrelations firms by global networks. I argue that this shows how vital the Indian market is to the global PR industry. As the Indian market evolves, the demand for strategy formulation, messaging structures and outreach in the form of PR will only balloon. So, we need more sizable players in this space for the market to expand and evolve. The new investments will fuel that. Do read. Would love to know what you think. https://lnkd.in/di4EQhXz #brand #brandstrategy #messaging #brandnarratives #strategiccommunication #pr

5

1 Comment

“DOOH media buying in India is still based on direct negotiations and personal relationships” (media4growth): Gautam Bhirani, Managing Director, Eyetalk Media Ventures. Adoption of DOOH advertising has been slow, limited by entrenched practices and systemic challenges. Gautam Bhirani, Managing Director of Eyetalk Media Ventures, shares his views on the current state of AdTech in India’s OOH sector and the way forward. Traditional mindset hinders adoption. Gautam highlights that media buying […] #DOOH #digitalbillboards #digitalsignage

2