Diving deep in the world of Digital and Social media, We bring another insightful talk about Digital Industry With Mr. Abhishek Duggal, Group Manager, Hungama Digital.
Abhishek has 10 years of thrilling work experience in Advertising and Broadcast Media especially Radio.
After having worked with some of the best names in Advertising and Broadcast Media, He is currently leading the Brand Solution Manager Role at Hungama Digital Media Entertainment.
His previous stint was with Creative (Sales) role for HT Media’s Radio Division-FEVER 104 FM as Regional Client Solutions Head, North. His work involved brand communication and marketing.
Abhishek specializes in brand campaign launches, brand profiling, competition analysis, advertising and communication, and many more skills which makes him the right person to provide insights on potential and trends of the Digital Industry.
- According to you, how important is brand value for any brand in the market?
In today’s world when Digital Media is progressing with leaps and bounds, Brands should be fair with their customers. With the arrival of Jio and disruption of the data market internet tariffs have gone real low which increases the digital consumption. In such a scenario, fairness and honesty towards the customer are the most important factors for the brands. Another important factor is staying relevant in the ever-changing digital space. If brands are customer-centric then they will survive in the long run.
- How significant is the digital media for broadcast media?
Digital Media and Broadcast Media are relevant when they go in hand to hand and complement each other. Once they separate ways and start going Solo, they both might have a premature end. The part I love about Digital Media is that it complements everything either it’s print media or broadcasting of TV or Radio.
- We have seen a trend of meme used as an advertisement by different brands such as Swiggy, Zomato & Durex. What are your views on meme marketing?
Memes are the next big thing in the world of advertising and marketing. In today’s scenario, Memes have used a tool for creating an image and selling a product. Memes are received well by the customers cause it connects with them on humor level. This is rapidly becoming a new means to sell a thing and it has quite unique selling points.
According to me, creators of memes are still uncredited largely on digital media due to the large network of sharing and it needs to change. Such change will encourage the original creators and may have a new army of viral meme creators. Like I create memes and always put #Duggi to let people know about my creation
When we look at the social media handles of Zomato, Swiggy, Durex and many more brands, people wait for the memes, they love it, they wait for it and then enjoy these memes. Memes have a great reach and are simple means which can do wonders for you which sometimes a TVC or print ad fails to do.
- How do you think is the digital industry working in current times?
The broad and huge offerings of Digital World pursued me to join Hungama Digital as Brand Solutions Head. Digital Space in India is at a nascent stage and I believe the powerplay is yet to happen. The world is currently looking at India and the innovation which is taking place across India in digital space.
In order to stay relevant and in the front of the race, Brands are changing their brand image, logos, taglines, brand ambassadors. They are bringing in new faces in order to connect with the new-age audience.
- What are some points to keep in mind while using Digital Space?
Given the broad spectrum of Digital Media, it has immense potential. But it is highly unregulated so brands need to play very safely and cautiously. One of the examples is Amul, where they use very subtle humor on trending topics and still they are loved by everyone cause they never go below the belt. It can be very beneficial for you and at the same time, it can tarnish your reputation. It’s just about one wrong hashtag or one wrong comment and there goes your reputation for a toss.
Digital Media needs to build authenticity and people need to be more aware of things rather than jumping onto conclusions.
Team Next Big Brand extends heartiest wishes to #Duggi and thanks to him for this valuable time & a very amazing chat about Digital Space.
You can check our interview with Mr. Nitin Sethi, VP, IndiGo.
