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'Buying is now based on social or political issues'


NEW DELHI: It was once a unfastened drift of concepts among best international and Indian advertising and marketing minds at the inaugural version of Star FLOW — The Change Festival held within the capital on March 14 and 15.

An initiative of the Times of India, the first-of-its-kind advertising and marketing festival mixed myth-busting panel discussions, insightful workshops and data sharing sessions, and saved contributors on the edges of seats for 2 days.

W Chan Kim, co-director of the INSEAD Blue Ocean Strategy Institute, delivered the keynote cope with by means of throwing down a problem to Indian marketers by means of asking them why India has simplest seven brands within the 500 Global Best Brands, whilst China boasted of 120.


At provide, 57% of consumers globally are purchasing or boycotting a number of brands as a result of their positions on social or political problems, published a session ‘The new believe panorama’ by means of Holly Ransom, CEO of Emergent.


Kim’s cope with was once followed by means of a panel discussion titled ‘Blurring line between India & Bharat’, throughout which maximum speakers, together with Girish Agarwaal of Dainik Bhaskar group, C Ok Sharma of DS Group and Rajesh Ramakrishnan, MD of Perfetti Van Melle India, agreed that marketers will have to deal with shoppers in rural and concrete India in a similar manner.


After this session set the tone, main European humanologist Julia Izmalkowa picked up the pace by means of peeling away layers of the human thoughts to prove that the general public, together with shoppers, are liars and what corporations must do to look via that. Izmalkowa’s communicate was once followed by means of two extra panel discussions, ‘Sports & Marketing’ and ‘Is the female consumer being ruled by means of a male agenda’, sooner than co-founder and previous design head of Kickstarter, Charles Adler, took the degree to explain why ‘The beginning of each and every challenge is like an art challenge’. The 2d day of Star FLOW started with Roger Fisk telling the audience that ‘Individuals are organisers that need to be activated’. Fisk, who performed a key behind-thescenes function within the back-to-back electoral victories of former US President Barack Obama, explained how a startup mentality by means of Obama’s crew helped the former US president come to power.



Neuroscientist and founding father of Lab of Misfits, Beau Lotto was once next. He helped marketers within the audience shatter perception of reality with an interactive session titled ‘Why doubt is best than figuring out’. While Lotto sowed the seeds of doubt in other people’s minds, serial entrepreneur and MIT Media Lab professor Kevin Slavin brought them to existence, when he said, algorithms can simplest be constructive with using human loop. His symbol of a self-driving automobile trapped by means of a circle of chalk was once unsettling to mention the least.


The festival ended on a just right observe with Rebecca Robins of Interbrand, who spoke about how corporations can be told from luxury brands. “Luxury is not a category. It’s house for excellence,” she said.


Star FLOW — The Change Festival, introduced by means of Star India & an initiative of the Times of India, was once in partnership with Associate Sponsor Dainik Bhaskar, in association with Times Network, Music Entertainment Partner Radio Mirchi, Digital Partner Times Internet and Brand Partner Interbrand.


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