Building Enduring Brands Through Television

Building enduring brands through television is the focus of the latest episode of JioStar Entertainment’s The Collective. This platform highlights influential ideas shaping India’s advertising and entertainment landscape. The new episode emphasises television as a vital medium for brand development, reinforcing its potential to create lasting impressions.

The Role of Television in Brand Building

The conversation spotlights television’s critical position within the marketing funnel, demonstrating its ability to impact consideration, search, and purchase decisions, thereby fostering long-term brand equity. Journalist and producer Anuradha Sengupta moderated this engaging session featuring four of India’s most recognized creative leaders, all discussing television’s influential role in today’s fragmented media environment. This dialogue draws from decades of creative expertise and strategic insight, underscoring television’s unmatched capacity for scale, trust, and memorability.

Expert Insights on Television’s Impact

The episode features notable industry figures including KV Sridhar (Pops), Global Chief Creative Officer at Nihilent Limited & HyperCollective; Rahul Mathew, Chief Creative Officer at DDB Mudra Group; PG Aditya, Co-founder & Chief Creative Officer at Talented; and Josy Paul, Chairman & Chief Creative Officer at BBDO India. The discussion commenced with a captivating query about whether brands can genuinely invest in brand building without television. The panelists made a clear distinction between achieving short-term growth and realising long-term brand value, asserting that television is essential for generating aspiration and desirability on a large scale.

Television as a Pathway to Profitability

KV Sridhar articulated that television’s expansive reach to non-transactional audiences allows brands to transition from initial traction to consistent profitability. Complementing this, Rahul Mathew highlighted that television’s efficiency is unparalleled for brands aiming for nationwide outreach. He remarked on its effectiveness in ensuring brands connect with a vast audience.

Cultural Significance and Emotional Engagement

The dialogue also revisited television’s emotional and cultural significance. The panel reflected on how live and shared viewing experiences create collective moments that few media can replicate. Josy Paul pointed out that the emotions and realities portrayed on television make it possible for brands to forge connections with audiences in meaningful ways. Rahul Mathew also noted that while performance ads are often forgettable, timeless jingles continue to linger in people’s memories, highlighting television’s unique capability to embed brands within popular culture.

Understanding Television Advertising Dynamics

The discussion further delved into the mechanics of television advertising. The experts concurred that television often sets the emotional stage that other platforms then build upon. Josy Paul likened television to a spark, igniting broader conversations that extend into digital platforms and on-ground activations. As consumer behaviours evolve, television continues to play a vital role in shaping ideas just as much as those ideas influence the medium itself.

Television as a Statement of Brand Growth

The conversation also touched on how television serves as a signal of a brand’s maturity. PG Aditya noted that a startup’s decision to appear on television signifies a proud moment, indicating a shift to a new growth phase. This perspective was echoed by the panel, affirming that established brands too seek to express significant emotions through wide-reaching platforms like television, allowing them to connect with audiences on a large scale.

Trust and Credibility in a Fragmented Media Landscape

Amidst a sea of misinformation and fragmented content, the credibility of television emerged as a notable benefit. Its regulations and brand-safe environment foster greater trust among consumers. Josy Paul remarked on how the trust instilled by television is significant, while Pops commented that advertising on it often lends authority to a product, making consumers more inclined to purchase online.

Television Versus Digital Experiences

The conversation concluded with a poignant comparison. Paul highlighted that television cultivates relationships, whereas digital platforms often foster merely situational connections. The Collective persists as an ongoing initiative by JioStar Entertainment that aims to unite influential voices, reshape perspectives, and explore advertising’s role in entertainment, firmly establishing television’s position as key for brands aspiring for growth and long-term success.