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Brands Heeding A Greater Calling
There were insights aplenty on offer at Brands Of The Year 2022 through fireside chats, keynote addresses, and panel discussions
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While the essence of a brand might be timeless, the nature of branding as we know it is constantly evolving. Think of some of the greatest brands that come to your mind, and chances are you can chart its journey as it emerges anew every so often.
With these changes comes the need to ensure that brands resonate with the demands of a new breed of consumers and a new world order, because these too are never set in stone. No doubt that this is a daunting challenge, but a handful of brands have best exemplified how to do this, and in the process ascended to the exclusive ranks of those counted amongst Brands of the Year 2022.
This band of elite brands have created and sustained emotional connections between themselves and consumers, and cemented their unique position as changemakers through their actions and purpose.
The event was marked by a multitude of dialogues between industry experts and thought leaders, who deliberated on the way forward in times of flux. Through fireside chats, keynote addresses, and panel discussions, there were insights aplenty on offer.
Offering his thoughts on the evolution of storytelling, legendary ad man and filmmaker Prahlad Kakar (Founder, Genesis Film Productions), regaled the audience with anecdotes and insights, saying, “The fact is that engagement matters. How do you engage someone, and then ensure they stay engaged? Technology matters, but you guide them through storytelling. Because stories are content, and technology is the vehicle. Technology has simply changed the manner in which you tell your story, it is no longer as it used to be.”
In a glittering ceremony, an array of brands was lauded for their accomplishments by Neha Dhupia, who had this to say as she graced the stage. “I feel like creating or running a brand in the past few years has been one of the hardest things to do. Just being able to keep up has been challenging, and a lot to take in. Staying relevant is something we’ve worked towards every day, so kudos to the brands that have stayed at the forefront in these times.”
Myriad brands were recognised, including Astral Bondtite, Baramati Agro Limited, Beardo, Bergner India, Blue Dart Express Limited, Boddess.com, Bosch Home Appliances, C.H. Robinson, Castrol India Limited, Colgate, Continental Coffee, Cowrks India Private Limited, Creaticity Mall, DCM Shriram Limited, D'décor, Deoleo India Private Limited(Figaro), Fidypay, Fortune, Homelane, House of Masaba, HP, IIFL Finance, Indian Oil, Indospace Development Management Private Limited, Innoviti Payment Solutions, JK Lakshmi Cement, Kay Beauty, Keventers, LEAP India, Linen Club, Lyra, MRF, National Stock Exchange, Nexus Malls, Pharmeasy, Powerica Limited, Raj Petro – A Brenntag Group Company, Reliance Digital, Reliance Jewels (Reliance Retail Limited), Rinac India Limited, Sany Heavy Industry India Private Limited, Shapoorji Pallonji Real Estate, Shemaroo Entertainment Limited, Somany Ceramics Limited, SUGAR Cosmetics, Tag Premium Beer, Tata Motors Passenger Vehicles Limited, Tata Salt By Tata Consumer Products Limited, UpGrad, Utkarsh Small Finance Bank, Waman Hari Pethe Sons.
Speaking at the event, Rajesh Khubchandani, Co-Founder and CEO, Team Marksmen, said, "Brands of the Year 2022 encapsulates all that is great brands old and new. These trailblazers have crafted their own unique identity in a competitive market space, leaving a lasting imprint on the consumer's mind beyond what is expected, and we look forward to seeing them scale new heights in the yeasts to come, and inspire others to do likewise.”
As companies look to chart a course through an evolving landscape with soaring consumer demands and expectations, strengthening the core strength of the brand will become an ever-more-important strategic pillar. And that marriage of purpose with authenticity is a large part of the lore of the Brands of the Year 2022, powering their growth through this new normal and well into the next normal, whatever that may resemble.