There was a time when marketers obsessed over the perfect TV commercial. Today, they have found themselves obsessing over whether the same consumer has watched an Instagram Reel, searched on Google, walked into a showroom, watched a product demo and finally experienced the product before making a purchase.
The media landscape has fragmented beyond recognition, but according to Sandeep Shukla, Vice President and Head of Marketing Communications at Jaquar Group, the principles of marketing have not changed nearly as much as people assume.
“The media is changing, products are evolving and customers are changing, from millennials to Gen Alpha. What is not changing is the promise a brand makes to its customers and the art of remaining consistent. Your delivery can change, how you present your story can change, but the fundamentals of building a brand never change.”
For Shukla, every successful brand has begun with a promise. “When a brand enters the market, it makes a statement to consumers about what it stands for. Customers keep moving, platforms keep changing and brands have to adapt accordingly. If your consumers have moved to Instagram or LinkedIn but you’re still telling your story only through newspapers, that simply won’t work. Adaptation is necessary, but your promise should remain intact.”
That philosophy has become even more relevant as marketing has shifted from campaign-led thinking to always-on communication. “I remember there was a time when you would spend months planning a campaign before it finally appeared on television or in newspapers. Today, you cannot rely on one activity to build a brand. You have to remain under the consumer’s eye consistently through social media, stay relevant and keep contributing to the conversation.”
Interestingly, Shukla believes marketers have created a false debate between traditional and digital media. “For categories like bathware and lighting, the consumer journey is never linear. Discovery increasingly happens online, but the final purchase decision is often influenced by a physical experience. Consumers want to see the finish, understand the craftsmanship, assess functionality and imagine how the product fits into their homes.”
That is precisely why Jaquar has not believed in choosing one medium over another.
“We have followed an integrated media approach instead of prioritising one channel. Broadly, our premium brand Jaquar invests around 55% in ATL, 20% in digital, 15% in retail activation and 10% in experiential marketing, although that changes depending on the campaign and market.”
