On the sidelines of the BrandZ 75 Most Buzzing Brands report, chief digital transformation and brand officer at Vodafone Idea Kavita Nair, managing director at MMRC Ashwini Bhide, founder and chief executive officer at YourStory Shradha Sharma, and vice-president and managing director at APAC, InMobi, Vasuta Agarwal discussed calmness in chaos and achieving brand stability in today’s world.
“Telecom is a very interesting industry right now. For us, there is disruption in the marketplace but more importantly, even our merger is keeping us busy. These are interesting times for us,” said Nair.
“We are doing this first fully underground corridor in Mumbai. While there is calmness below the ground, there is a lot of chaos at the surface. The chaos for our organisation comes from all the external challenges which we are facing be it the geological challenge like availability of land, social challenges like acquiring buildings, rehabilitating close to 3,000 families, underground utilities, traffic diversions plus a lot of clearances. It has a long gestation period. People have their own perception. So the most important feature of the chaos we are facing is the perceptional challenge,” Bhide said.
“It is the most chaotic but most interesting, exciting and equitable time for the media as an industry because today someone sitting out of Twitter can be an influencer and can have an opinion. That is why the way advertising is done, the way you communicate and reach out and look for your own outcome as a brand or as an advertiser is also changing,” Shradha Sharma observed.
“For us, in the digital ecosystem, one of the biggest things which is causing chaos is just the pace of the technology evolution. Every six months, you are worried what the next technology will bring or what the next platform will bring and the barriers to entry are very low in this space,” Agarwal noted.