Digital is where capitalist India is, brands need to be there: Priyanka Padode Sheth

In an era dominated by the digital landscape, brands are constantly redefining their approach to content creation and audience engagement. The COVID-19 pandemic has further accelerated the shift towards digital media, prompting brands to explore novel ways of connecting with their target demographics. 

In conversation with Adgully, Priyanka Padode Sheth, Head of Client Servicing & Adshare, Pocket Aces, sheds light on the evolving landscape of branded content and its impact on audience engagement. Excerpts:

How has the digital era influenced the way brands approach content creation and audience engagement?

The digital space, while often crowded, remains the most effective means of connecting with a large audience. Initially, brands were hesitant about the potential reach and returns of digital media. However, recent times, particularly after the onset of COVID, have dispelled these doubts entirely. With the right target audience available online and a variety of relevant formats to convey a brand’s message, content marketing has evolved into an innovative approach. In many cases, it seamlessly blends into narratives without a sense of lasting permanence.

The relatively smaller investments required for digital marketing enable brands to alter their messaging more frequently. This environment also allows for experimentation with new formats and facilitates the selection of suitable influencers. Risk is now distributed across various formats and content pieces, resulting in greater diversification and making it more appealing for brands.

What are some examples of successful brand integrations in non-fiction content, and how have they resonated with audiences?

At Pocket Aces, we’ve done immensely successful multi-season series, called ‘You got Chef’d’, on our food and lifestyle channel Gobble. Initially hosted by Chef Kelvin Chung and then by Chef Ranveer Brar, we partnered with Dewar’s whiskey to deliver great ROI for the brand. Each episode had food and cocktail challenges between FilterCopy faces and influencers, thus making for friendly competition and a lot of fun and banter. Audiences loved the camaraderie, energy, the competition surrounding delicious food and cocktails to make it a very engaging series, which went on for three seasons.

In what ways have web series and films become effective formats for brands to engage their target audience?

Web series give brands platforms to seed their message deeply through multiple use cases. Web series and films bring audiences through their great storylines and appealing star casts. Once audiences are hooked to the storyline, and if the brand is integrated well within the story boundaries, audiences are happy to take the brand along. The brand gets an opportunity to be a part of something very large, with great faces for association and showcase their products in different settings to demonstrate their usability. A loyal audience and native brand messaging is a win-win for brands.

How does collaborating with content creators benefit brands in crafting meaningful branded content?

Content creators have done a stellar job of building a loyal and engaged audience. Through their personalities and styles, they attract a certain kind of audience which brands are able to identify based on their messaging. When creators discuss the brand using their own voice and style, their unique approach enables audiences to connect with the brand in a natural and personal manner, free from the overwhelming marketing jargons typically associated with the brand’s messaging.

Could you provide specific examples of out-of-the-box ideas explored by content creators in the realm of branded content?

Pocket Aces strives to push the envelope with each content piece we create. India’s first army web series, ‘Bravehearts’, where we partnered with Unacademy, saw us bringing touching stories of army lives and families which tugged at people’s heartstrings. At the same time, we were able to weave in the brand narrative so seamlessly that the brand recall was very much there, but not at all in your face. We’ve also done our very successful medical series, ‘Operation MBBS’ and ‘Dil Ki Suno 2.0’ with Tata Tea, where we showcased heart-warming stories of women listening to their hearts in complex family-and-life situations. We’ve also done an e-sports show, called ‘Clutch’, first of its kind, with partners Loco and Lenovo. These are just some examples of our path-breaking content.

How does branded content differ from traditional advertising, and why is it gaining popularity among brands?

Branded content is native, and, in most cases, subtle and doesn’t interrupt the viewing experience. It showcases use cases for the brand without endorsing it forcefully. It gives viewers the required information and empowers them to make an informed decision.

What challenges do brands face when creating branded content, and how can they overcome them?

Challenges would include showcasing the brand forcefully, not being integrated well into the storyline and jarring the viewer’s experience. They should learn to trust the content creators to suggest the best way for them to integrate the brand into their content; they know their audiences best and what will resonate with them. In the quest for the brand to be seen, the entire proposition of native advertising should not be lost.

How do brands ensure that branded content remains authentic and resonates with their target demographic?

They ensure this by making sure a relevant character in the story needs the brand to further the storyline, making the brand integral to the series/ film. They should also be well aligned with the content creators’ styles and walk in tandem with it to create their brand story.

What are some key metrics used to measure the success of branded content campaigns, and how do they compare to traditional advertising metrics?

Brand lift studies are a popular way to showcase the brand sentiments before and after a campaign. Link clicks, views, reach, impressions, trending hashtags, website visits, etc. are all popular metrics. And conversions too; but that’s in longer term campaigns.

How has the audience’s perception of branded content changed in the digital era, and how can brands adapt to these changing perceptions?

Brands are ready to take the branded content plunge. Give them good content, a unique storyline and the promise of a dedicated audience who is a good fit for their brand – and they’re ready to experiment and reap the benefits. Digital is where capitalist India is – ready to loosen their purse strings and experiment with new and innovative products. That’s where the brands need to be.