Ashish believes in brands, and has been actively involved in creating one. Good at client engagement, Ashish currently is the CEO of Happy Finish APAC. He is the winner of Citizen Journalist Award from CNN-IBN. And he will be speaking at Click Asia Summit 2016.
We asked him 5 questions around digitally transformed content and here’s the payload.
1. Tell us a digital moment that changed the way you looked at marketing
When I first experienced all immersive messaging from a Beer brand using Virtual Reality and branded google cardboard.
The experience was rich enough to make me understand what the brand stood for, and in some ways I could relate with the communication – which I believe is the first ROI matrix for marketers. I could experience the VR film using a branded cardboard made from the packaging of the beer cans was another WOW moment for me.
Talk of a brand creating an immersive experience and package it with cardboards to address distribution factor too.
2. Which is the ‘next big thing’ when it comes to digital transformation?
I will place my bets on the VR/AR/Mixed Reality which is the way creative narration and technology are merging to give a first person account to consumers. I am a firm believer in technology and next big thing will emanate when Technology comes to rescue the creative narration. Things like Haptic technology which combine the touch with immersive experiences is one small example of how brands would be able to evolve their communication.
3. Tell us a great Digital Transformation tip
Experiment a lot.
There is no fixed roadmap, and there are many pitfalls which brands must navigate smartly. A bit of sticking your neck out is better than being caught unaware of the pace with which digital transformation is happening.
4. One advice for delivering cutting-edge content experience for brands.
Go back to basics.
What is the core message your brand stands for? Rest all can fall in line. It is the messaging which should decide the right creative and hence the technology, not the other way round.
5. One reason not to miss your session on Click Asia Summit 2016
You will have one less remorse in your life 🙂
On a serious note, how creativity and technology are driving the communication mix is what I think would be an interesting reason to invest time on my session.
