Honesty, humility and patience are just as important as digital ads, targeted ads and technology: Aditya Kanthy | Advertisement

As the advertising and marketing community aims to focus more on quick results, growth, rationality and the belief that technology can change everything, Aditya Kanthy, CEO and MD, DDB Mudra Group, explained that he had to think twice before uttering the words – emotion, doubt, slow and long.

Stating that those words are actually what create real impact, he said: “At least in a conversation about accountability, scale, inclusion and experience, I could get away with the argument that technology is simply not enough. It’s if you’re serious about making a difference in the world in a meaningful way.”

However, Kanthy agreed that in the world of brands, technology can play a remarkable, but even better, role if applied to the lenses of culture, stories and values.

Build trust

With some examples of her agency’s work, Kanthy explained how brands can build trust.

First, Johnson’s Baby, a brand always associated with the birth of a baby. Even then, the brand’s existence was threatened with a crisis at some point.

He shared how instead of being defensive, the brand turned inward, took responsibility and faced the scrutiny of mums. “The thing is, you can’t get away from a mother’s doubt with just ad spend.”

Where is the technology

When asked where technology stands in relation to business, he replied, “Technology is a piece of stone. Go back to basics like your brand and business goals and understand how buying is going. Try not to complicate the process.

He added that although the technology is available and measurement measures can be used, that does not necessarily mean that they should be used.

Nonetheless, highlighting where technology could help, he said, “There is a lot of value that comes from serious engagement with technology. Balancing back to basics of brand and business building work and applying that filter every time you have a discussion helps no matter what aspect of the business it is technological or otherwise.

Technology comparison

Kanthy explained that there is no hierarchy between content, media or technology, and added that advertisers and marketers should not lose sight of the big picture.

“There’s a lot of value in content, creativity and storytelling and we have to be careful not to undermine that because that’s what hurts businesses,” he said.

How technology combined with empathy worked for DDB Mudra

Continuing the chatter about Johnson’s Baby, Kanthy shared how the agency has worked to regain consumer trust. “We had to go back to the product, reformulate it and create a space where mothers could come together, with a simple admission of the need to change and a pressure test through a program called ‘Turn to Learn’, which spoke about the ingredients of the products, in full transparency.

He added that it took the brand and its agency 12 quarters of hard work before it finally came out better and stronger.

“Technology has created the space to have different conversations, with an opportunity to bring mothers together. However, it is our humility in the face of our responsibility that has made the difference, he added.

Kanthy also said honesty, humility and patience were just as important ingredients as digital ads, targeted ads and technology.

Kanthy followed that up with agency work.

He shared how these campaigns have played an important role in helping protagonists access life-changing technology platforms.

Empathy on results

“Measurability is a curse if enough attention is not given to what is being measured. The facts that drive profitable, long-term growth are hard to quantify. We need space for this in our minds more than in our hearts, because it’s good for business,” Kanthy said, before ending his speech with advice to all tech players in the country.

“When you unleash technology, consider tapping into the well of human emotion – vulnerability and passion. Only then will technology truly help the world uplift,” he said. declared.