Content-driven strategy is the new buzz in the marketing and is gaining potential with the great outcomes it provides. A guest lecture on “Content strategy in the Digital Age” was organized Faculty of Management Studies, Manav Rachna International Institute of Research and Studies. The session was the part of the ‘CEO Talks’ segment of the faculty. Mr. Hari Krishnan was the resource person for the session.

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.

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.

Throughout his session, he focused on how dynamic the Indian market is and highlighted the importance of maintaining an emotional connect between Brands and their true target audience. The necessity of digital presence for any company and the value added through relevant content often is a driving force that can make or break any brand’s image.