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India 2015: OVERVIEW | Our Insights | DIGITAL

Be creative with content to engage consumers

Gaurav Mehta

Media Analytics Executive 

Millward Brown 


Brand success in today’s digital world requires understanding how digital media is different  from conventional media and how to use those differences advantageously. Because digital can be more personal and interactive the possibilities for creating engaging content are greater. 

The Indian mobile manufacturer Micromax recently demonstrated this potential. The brand launched its Micromax A94 preloaded with an app that incentivized users to watch ads by enabling them to reduce their phone bill with each ad watched. For the launch of this phone, Micromax hosted a contest - AdCharades, where users could win free phones by correctly guessing the ads.

The snack brand Bingo provided another example of creative engagement. In a campaign called “CraziestPlacesToEatBingo” the brand asked customers to submit their ideas for the most unusual places for eating Bingo – on a crowded train, for example. The brand then recognized the best submission by turning the ideas into sketches and posting them online.

It’s important to remember that a creative idea alone is not enough. The content must reinforce the brand message in ways that are relevant to the consumer and consistent with the brand’s values.