With the market place getting more cluttered and competition getting tougher, marketers are required to change their marketing strategy to attract potential customers. Content-driven strategy is the new buzz in marketing and is gaining potential with the great outcomes it provides. Keeping the same in view, a guest lecture on “Content strategy in the Digital Age” has been organized on March 12, 2018. Mr. Hari Krishnan, Founder, Culture Drum has consented to deliver the lecture.

With a strong advertising background, Mr. Hari Krishnan has worked for almost 25 years across several creative and media agencies at leadership level. He has played a key role in the journey of several large-scale brands in India such as Samsung, PepsiCo, Nestle, Nokia and Ford, to name a few.  Either by coincidence or by design, he has often found himself partnering brands at their critical points of inflexion – e.g. Nestle and the Maggi comeback; Samsung’s exponential market share and touch-point growth; Ford’s disruptive category creation with Eco-Sport and Pepsi’s resurgence post the pesticide controversy.

He attributes a large part of these brands’ success to disruptive content ideas – whether tailoring and serving content for strong ‘loyalty pockets’ for Maggi’s comeback using social platforms or choosing product discovery content over traditional advertising for Ford Eco Sport. Culture Drum is creating independent content, as well as partnering brands to create new ideas and platforms that create deeper, relevant engagement.

The guest lecture is expected to provide the students with the relevant information about developing content strategies and implementing them into the marketing plans. It is hoped that the students will discover a compelling way to communicate the key values of an organization.