Don’t underestimate your audience, they’re way more clever than brands: Kiran Giradkar

In today’s fast-evolving world of marketing, the role of the Chief Marketing Officer (CMO) is more crucial than ever. In Adgully’s new column – CMO Unplugged – we bring you candid insights, expert advice, and thought-provoking discussions directly from the heart of the industry. CMO Unplugged goes beyond the surface to uncover the real strategies, innovations and challenges that define successful marketing leadership today.

Founded in 1910, BN Group has evolved from a visionary’s dream to a dynamic multi-industry conglomerate that embodies the spirit of 'Building Nation.' With a journey spanning over a century, the group’s commitment to national progress touches all strata of society, cementing its legacy as a pillar of trust and innovation.

In an exclusive interaction with Adgully, Kiran Giradkar, Chief Marketing Officer, BN Group, delves into the evolving marketing landscape, particularly with the growing emphasis on purpose-driven campaigns and digital storytelling. He shares insights on how the brand skillfully balances its rich traditional values with cutting-edge marketing strategies, the creative concept behind the #RakhoIraadeFresh campaign, and the meticulous process of involving personalities like Sonu Sood and Anup Soni in the initiative. Giradkar also discusses the emerging trends in the marketing and advertising industry that excite him most and how BN Group is adapting to these transformative changes and more.

How do you see the marketing landscape evolving, especially with the increasing focus on purpose-driven campaigns and digital storytelling?

I have witnessed a major shift from product-centric communication to people-centric storytelling in the recent past. Most brands are now focusing on creating emotional connections, highlighting social causes, and promoting values as a primary purpose, aligning with consumers' growing expectations.

For instance, Tata Tea and HUL have championed purpose-driven initiatives through their Jaago Re and Swachh Bharat campaigns, respectively.

BN Group has a legacy dating back to 1910. How do you balance the traditional values of the brand with innovative marketing strategies?

We have charted out a dual approach that enables BN Group to navigate the challenges of a rapidly changing market while remaining true to its legacy and values. We have continued the traditional approach of offering high-quality products and building a strong relationship with channel partners to build on years of expertise and trust. Along with this we have also embraced digital-native generations, crafting purpose-driven content that resonates with younger audiences, highlighting the brand’s values, and social responsibility initiatives.

Could you walk us through the concept behind the #RakhoIraadeFresh campaign? What inspired this unique approach to social impact marketing?

The biggest challenge was to stand out of the clutter of product driven ads. We strongly believe in the corporate philosophy of Building Nation through fresh ideas and perspectives. Simply Fresh is a force for good that plays a meaningful role in promoting social change and recognizing unsung heroes. It’s just a start as “Fresh Iraade” changemakers’ property will be revealed very soon where anyone can contribute the story of an unsung hero by means of brand.

What was the thought process behind involving personalities like Sonu Sood and Anup Soni in the campaign? How do they align with the campaign’s values?

Sonu Sood was an obvious choice for the amplification. We all know how he has been hailed as a real-life hero for his humanitarian work during the COVID-19 pandemic. His selfless acts and commitment to social causes align perfectly with the campaign’s values.

Anup Soni, on the other hand, brings a sense of gravitas and seriousness to the campaign. As a respected television personality, he has built a reputation for being genuine and down-to-earth. His involvement helps to reinforce the campaign’s message and values, making it more impactful and memorable.

Was there any agency you partnered with for the #RakhoIraadeFresh campaign? If so, could you share how they contributed to bringing the campaign to life? Additionally, what kind of response did you receive from your audience, and how does it align with your campaign objectives?

Gozoop, our communication partners with the active involvement of production house Hungry Studioz made this campaign possible.

Moving beyond the social engagement matrices, audiences have already started sharing personal stories, stories of changemakers around them, demonstrating that the message has resonated with them on an emotional level.

What emerging trends in the marketing and advertising industry excite you the most? How is BN Group adapting to these changes, particularly in response to evolving consumer behaviours and preferences?

I strongly believe that today’s audience understands the intent of the product when advertised. Purpose driven marketing with real impact is a way for brands to form communities for sustainable growth and increased loyalty.

As a brand with a history spanning over a century, what lessons from BN Group’s past guide your current marketing strategies?

Do not underestimate your audience. They are way more clever than the brands. Stop pushing those same complicated, technical, product driven narratives to the consumers. Treat them like your family members with emotional storytelling that is relatable.