Brands have been evolving, as experiential marketing finds its ground to connect with audiences – making the shift from transactional communication and messaging to crafting immersive, targeted and memorable experiences. In line with this, Brij Bakshi, Former Additional DG, Doordarshan underlined the evolution of experiential marketing and content creation. Looking onto hindsight, he shed light on global campaigns, the significance of authenticity and being in tune with the understanding of the audience.
Entertainment & its connotations
"The definition of entertainment is not universal," he specified, distinguishing regional and global approaches. "In India and Southeast Asia, entertainment often means concerts and music shows. For global sports events, however, the focus is on appealing to a vast, diverse audience with universal themes. The London 2012 Olympics, for instance - wasn't just a sporting event but an experience designed for a global audience. The results were staggering- an 89-fold increase in tourism within a month."
Sports events are drawing in crowds – both national and international, and are attracting brands onto the bandwagon in an enthralling way, when it comes to achieving brand recall, brand loyalty and achieving business goals. The experiential marketing and entertainment quotient of sports events is only seeing an uptick and is expected to be a staggering uphill count in numbers in the future.
Bakshi stressed the way experiential marketing can impact sectors beyond its immediate purview. He said, "The entire funding for certain elements of the Olympics came from London Tourism because the Olympic Broadcasting Corporation didn't have the production budget. Yet, the return on investment was unparalleled."
Bakshi stated that authenticity often outweighs production value in creating impact. He referred to Shakira's performances at the FIFA World Cups in 2010 and 2014 as a case in point. "The 2010 anthem, 'Waka Waka,' was produced in a single shift with minimal resources. It became a phenomenon because it resonated with people. By 2014, despite weeks of high-budget production and elaborate planning, the new song didn't create the same magic It was a lesson - you can't repeat a success formula by simply adding layers. Authenticity wins every time."
Sports & cricket – the inevitable duo
Talking about sports and not talking about cricket is not possible. It is difficult to turn a blind eye to the situation of content creation, “I believe that we have four Cs in India for content on electronic media - cinema, cricket, crime, and corruption. And this creates a fifth circle which is confusion.”
He mentioned one of the instances wherein India, Sri Lanka and New Zealand were playing in Colombo and the matches were getting very boring. They were not getting advertisements. “We started a series with commentators because we realised that they are, so might as well create something with them,” he revealed.
Advertising on sports is known to be very expensive, so one needs to be careful about the timing for when to invest in those; sports advertising can be tricky and risky. "Imagine Virat Kohli getting out for zero, followed by an ad where he endorses a product. The credibility of both the player and the brand takes a hit. One brand even instructed us not to air their ad if their ambassador underperformed. It shows how critical timing and context are in advertising."
Creativity & Storytelling
Very clearly, there is no replacement for storytelling. "It's not the production time but scripting a detailing that matter. Even a single-shift shoot can create a lasting impact if the pre-production is thorough. In the end, it's the story that resonates - not the budget," he outlined.
Conversing about the nature of media and creativity, Bakshi said, "Cinema, television, and advertising are never a reality. They are creative interpretations of reality. To succeed, we must ground our efforts in what the audience truly values."
Talking at the exchange4media Red Carpet Experiential Marketing Summit 2024 which took place on 27 December, 2024 at the Eros Hotel in the capital, wrapping up his session, and giving a piece of advice to the attendees, Bakshi emphasised to focus on the 3Hs of life - health, happiness and humour. “Social media is not the barometer of relevance. It is your hunger for better work,” he added.
Bakshi captivated attendees with his compelling and incisive insights, explaining the seamless merge of creativity with strategy. His session highlighted the enduring importance of authenticity and storytelling as the foundations of successful marketing.
