Mumbai: The India Brand Summit featured a riveting panel discussion on "Building Brands for the Gen Z Mindset - Advertising in the Digital Era," showcasing insights from industry stalwarts across diverse sectors. The panel discussion focused on the evolving landscape of advertising and brand building in the digital era, particularly emphasizing how brands connected with the Gen Z audience. The conversation revolved around topics such as content, personalization, e-commerce, and technology, exploring how brands effectively communicated with their end consumers using digital platforms.
The session was chaired by Ernst & Young LLP, partner and head of marketing advisory, Amiya Swarup, Taco Bell’s general manager of business development, Vishal Suvas Telkar, The Belgian Waffle Co., general manager of marketing Vrushali Parab, Gamitronics CEO Rajat Ojha, Galderma, head of e-commerce & digital strategy, Sunil Nat, Birla Opus, head of digital, Surbhi Gupta and Interactive Avenues senior creative director, Eshwari Pandit.
Vishal Suvas Telkar highlighted the importance of pricing strategies in attracting the Gen Z audience. He spoke about Taco Bell’s successful campaign which emphasised competitive pricing, especially with their Rs 99 menu, which has shown significant growth over the last three quarters. Telkar remarked, "We’ve done a lot on digital platforms. We are seeing results, but there’s more to be done. Our new advertisement shows a consumer choosing a taco over a burger, emphasising how our product is more filling and satisfying." Telkar's insights reflected a deep understanding of the value-driven Gen Z consumer who not only seeks affordability but also engages with brands through digital platforms and social media, where Taco Bell has found significant success.
Vrushali Parab provided a powerful example of leveraging consumer insights to build brand narratives. She discussed how their digital-first approach, combined with data-driven efforts, has allowed them to track key performance indicators like reach and engagement. Parab shared the success of their National Waffle Day campaign, a brand-created property, which resulted in over 100 million digital impressions. "We didn’t need to remind people about National Waffle Day—our audience was already engaged. Our #EveryoneKnows campaign took this insight and ran with it, achieving 6 million views and 4 lakh comments within 24 hours. It’s the power of the right narrative, stitched together with the right partners," she explained.
Rajat Ojha took the conversation into the realm of the metaverse and gaming, emphasising how brands can engage Gen Z through immersive, social experiences. "In the gaming world, socialising happens naturally. Platforms like Roblox and Discord are popular because they bring people together," Ojha noted. Ojha illustrated how Gamitronics helped brands like Dodge by creating a collaborative, virtual car-building experience for kids. The experience wasn’t just about interacting with a brand—it was about co-creating and socialising, elements that resonate deeply with Gen Z’s need for inclusivity and interactivity.
Sunil Nat underscored the importance of transparency and personalisation in today’s digital age. He emphasised that Gen Z values inclusivity and authenticity. "We choose influencers carefully to ensure our messaging is neutral to gender and representative of all our consumers," Nat explained. His comments reflected how brands must focus on crafting communications that align with Gen Z’s demand for authenticity while being inclusive in all their campaigns.
Surbhi Gupta, shed light on how technology, particularly generative AI, is transforming the customer experience. She spoke about Birla Opus’ investment in visualisers that allow customers to visualise their home’s interiors with different paint colours in real time, showcasing how integrating technology can enhance consumer engagement. "Technology is not just about convenience; it's about making the experience engaging. We are using AI to personalise experiences based on consumer behaviour, allowing us to provide a frictionless and immersive experience," Gupta noted.
Eshwari Pandit emphasised the importance of maintaining authenticity and transparency in brand messaging. "Gen Z and future generations will demand even more accountability because of the consequences they have witnessed. Staying true to your brand’s values is the only way forward," Pandit affirmed.
