JULY8MedIaNMENTPrateek is a creative professional with over a decade of experience in the advertising industry. He firmly believes that good creative work stems from people being silly and having fun while creating it. Throughout his journey, he has worked with both teammates and clients who have matched his silliness quotient. In an exclusive interview with Media Infotainment, Prateek Varma highlights how present-day brands can succeed even with low budgets, by utilizing the channels of social media, and authentic creativity. With innovative tools like AI and data-driven decision-making, Budget is no longer a compulsion for successful storytellingHow can emerging brands craft compelling stories that resonate without the backing of big media spends? Budget is not the most crucial part here. The foremost step is crafting an engaging narrative. To make the narrative engaging, it should be designed around questions such as ­ What do they stand for? Who do they stand for? Why do they exist? - Once this is nailed, we move to the next step, which is creating your style. Each individual has their own experience, authentic stories and narrative style. Hence, it is important to amalgamate these individual experiences and narratives with audience expectations. When you have a distinct, authentic, and unique style that resonates with your brand's target audience, you will create communication that will be both entertaining and engaging. Consider the example of Liquid Death. This brand is not just selling water but killing thirst in a style that is hardcore metal. A product may be simple, but an authentic, unique story for the product is what creates the need among the consumers for it. Similarly, in India, we have The Whole Truth Foods. The founder put his face to the brand, and authenticity as its packaging. So to create compelling stories without big budgets you need authenticity, distinct style, a true reason to be, and consistency. And you need to mean something to your target audience. What role does social media virality play in leveling the playing field for brands with limited marketing budgets? It is a great leveler; I would say. Virality gives you that sudden boost. A power-up I would say. It allows you to grab the attention of your target audience, that too at scale. But virality is not the end goal for a brand. What actions does the brand take to utilize its gained engagement post-viral content becomes more crucial. Since a brand is receiving good attention from its audience, it's important now to create more relevant content, to increase engagement and viewership. This is where consistency becomes a major factor. CREATIVE ADVERTISEMENT FOR NEW BRANDS: HOW TO BUILD BUZZ ON A BUDGETBy Prateek Varma, Creative Director at HogarthANALYSISEXPERT'SiAs the market becomes more volatile, there are tools and operation methods that have made the creative process for small-budget companies to achieve goals
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