‘Hyper-local targeting through communication offers a multitude of benefits for all companies’

Hyper-local targeting offers a multitude of benefits. “It fosters deeper engagement by tailoring messages to cultural nuances and local interests,” says Gautam Reddy, Founder and CEO of PAD in an exclusive interaction with Bizz Buzz. He also throws light on the role of storytelling and its evolution. He also explains future trends in advertising and how it will become more immersive with Augmented Reality (AR) and Virtual Reality (VR). He also provides insights in to the role vernacular mediums and cultural contexts when it comes to bridging the gap between brands and consumers

Why brands should prioritize hyper-local campaigns in modern advertising targeting?

Today's advertising landscape demands relevance and connection. Consumers are bombarded with generic messages, and they crave experiences that resonate with their specific needs and local context. This is where hyper-local targeting thrives.

Hyper-local targeting offers a multitude of benefits. It fosters deeper engagement by tailoring messages to cultural nuances and local interests. Imagine an ad for a local bakery popping up on your phone as you walk by their storefront – that's the power of geo-targeting and enhanced customer experience. Additionally, hyper-local campaigns leverage data to understand local consumer preferences, allowing brands to refine their messaging for maximum impact. This data-driven approach also allows brands to reach niche markets within their broader target audience, catering to specific interests more effectively.

In an environment saturated with advertising, hyper-local targeting offers a competitive edge. It demonstrates a genuine understanding of the local audience, fostering trust and loyalty that leads to long-term brand success. Hyper-local targeting isn't just about pinpointing locations; it's about understanding the unique heartbeat of each community. By embracing this approach, brands can craft advertising that resonates deeply and drives meaningful connections with consumers.

What role does storytelling play in advertising, and how can it be used to engage consumers?

Storytelling has been a cornerstone of advertising since its inception, but its evolution has seen a significant transformation in execution. Today, it's not just about creating a campaign or a memorable tagline. Storytelling in advertising serves as a vital tool for establishing a meaningful connection between the brand and consumers, enhancing relatability, and ensuring memorability amidst a crowded marketplace. However, the efficacy of storytelling is not uniform; it requires careful customisation to align with cultural nuances pertinent to the target audience, geographical location, and brand identity to truly resonate. Culture profoundly influences values, beliefs, and identity, and when seamlessly integrated into advertising narratives, it fosters a deeper emotional bond with the audience. Consider Aha, a regional OTT platform, as a prime example. Instead of aiming for nationwide dominance from the outset, they strategically concentrated on one city, meticulously studying its cultural intricacies, and subsequently we tailored their content strategy to match.

This focused approach enabled us to effectively communicate with their audience, thereby elevating engagement and fostering loyalty. Similarly, when Aashirvaad ventured into the southern market, they didn't rely solely on their national reputation. Instead, we demonstrated a profound understanding of local spice consumption habits, resonating authentically with consumers and establishing a strong foothold in a specific region first. In essence, advertising should embrace cultural references and place people at the heart of its storytelling. These narratives, when crafted thoughtfully to align consumers' values and experiences, help brands become part of the broader tapestry of personal and collective stories.

Please tell me about the future trends of the advertising industry…

The advertising industry is on the cusp of a revolution driven by converging trends. AI will play a starring role, analysing vast amounts of data to craft hyper-personalized ads that resonate deeply with individual viewers. Imagine ad copy adapting to your browsing history in real-time! Advertising will also become more immersive with Augmented Reality (AR) and Virtual Reality (VR). Think trying on clothes virtually or experiencing a new car from the driver's seat at home. The metaverse, a persistent virtual world, offers exciting possibilities for brands to create virtual storefronts and host interactive experiences. As consumer privacy becomes a bigger concern, contextual targeting and first-party data collected directly from consumers will gain importance.

Influencer marketing remains a force, but with a shift towards micro-influencers with smaller, highly engaged followings, and a focus on genuine partnerships that align with brand values. Short-form video content will take center stage, requiring brands to create captivating and memorable video ads that grab attention in a flash. Advertisers will demand more accountability, focusing on measuring the actual impact of campaigns through metrics that go beyond clicks and impressions, such as brand sentiment and purchase intent.

How did PAD originate and evolve in its journey till now?

PAD's journey began in 2013 as a creative agency with a passionate team of 23. We quickly expanded our services to include brand film production alongside creative solutions. Recognizing the growing importance of digital marketing, we established a presence in Bangalore and Mumbai by 2015, offering a comprehensive suite of digital marketing solutions.

By 2017, PAD took a strategic step towards brand strategy and planning, allowing us to delve deeper into understanding and solving brand challenges. This shift not only strengthened our core capabilities but also positioned us as trusted partners for our clients. A significant milestone came in 2019 when our Hyderabad office became the central hub for all project deliveries. This enabled us to collaborate seamlessly and tackle projects for major Pan-India brands like Paytm, Dabur, Zomato, Shapoorji Pallonji and Centuary Mattress. We've also had the privilege of working with regional powerhouses like Sri Chaitanya and Aha.

Today, PAD has evolved into a full-fledged 360-degree marketing solutions provider. Our key divisions – PAD One (focusing on traditional and creative solutions), PAD Digital (specializing in digital marketing), and PAD Play (handling brand film production) and PAD HotCult (specializes in Hyperlocal Marketing) - work together seamlessly to offer comprehensive solutions, catering to both local and broader markets.

What sets PAD apart in terms of fostering brand perception and consumer engagement through disruptive campaigns?

We distinguish ourselves by crafting disruptive and unconventional advertising that fosters genuine connections with audiences. We move beyond the expected, forging lasting relationships through innovative campaigns. We weave concept-driven narratives that resonate deeply with audiences, building lasting brand relationships. We meticulously tailor campaigns to specific demographics, leveraging platforms like Meta and YouTube for targeted delivery. Our creativity adapts to each channel, crafting catchy jingles for TVCs or engaging social media reels, all while maintaining a consistent brand voice. Leveraging a multi-channel approach, from traditional media to digital platforms, PAD ensures maximum visibility and engagement across various touchpoints. Data analysis fuels our approach, as we measure campaign performance to gain valuable audience insights and continuously refine our strategies for future disruptions.

This is evident in our successful collaborations. The Century Mattress social media reel featuring Sania Mirza, viewed by over 4 million, showcased our ability to connect with diverse audiences through humour and relatable storytelling. Similarly, the Dabur Red TVC for Sankranti hit 1 million views shortly after its YouTube release, striking a chord with audiences in Tamil Nadu, AP & Telangana during the Bhogi Festival. This campaign resonated with viewers in individual regions by incorporating cultural elements and a catchy jingle that appealed to a broad spectrum, from millennials to the general population. These are just a few examples of how PAD leverages disruptive strategies to foster brand perception and drive lasting consumer engagement.

How does PAD leverage vernacular mediums to bridge the gap between brands and consumers?

PAD recognizes the immense power of local languages and cultural contexts when it comes to bridging the gap between brands and consumers. This is where vernacular mediums come into play. By strategically utilizing regional languages, dialects, and cultural references in our advertising, we ensure messages resonate more deeply with diverse audiences across different regions.

This approach offers several advantages. Vernacular mediums enhance relatability – the audience feels like the brand is speaking directly to them, using their language and understanding their cultural nuances. This makes brands more accessible and relevant within local communities. Additionally, vernacular mediums help overcome language barriers, fostering a more personal and intimate connection with consumers. This paves the way for stronger relationships and brand loyalty.

It's about fostering cultural inclusivity and creating a deeper bond between brands and the consumers they serve.