He has been working in the industry of brand management and business development for more than a decade now. Sanatan Baweja, Director, Spell Communications is the man behind establishing a number of brands.
Spell Communications is a full-service agency that provides its clients integrated media solutions, design and brand consultancy, web and social media management services. Talking about what made him decide to enter into this industry, he says, “after starting my career in Media, it was quite surprising to understand the way Branding and Communication both as a concept and the approach were being executed. The more I explored, the more I learned about the fact that there is a sea of differences between a successful organization and a successful brand. And once you become a successful organization, it becomes very convenient to start believing that you are a successful brand. If we understand this delicate difference between the two, I guess most of the renowned organizations will fail in the Branding test.”
“We started off Spell with a vision to bring a more holistic, strategic, and planned approach to the Branding and Communication in 2011, and ever since we have collaborated with a spectrum of clients across the industry Horizon to set new benchmarks on the landscape. We help create Brand Experiences by integrating art, story, logic, and science,” adds Baweja.
Storytelling marketing means using a narrative to communicate a message. We hear stories, we tell stories, we buy stories but when it comes to selling, we are skeptical in using this most powerful narrative form of advertising and marketing. Sanatan tells us how they use the concept of storytelling in their campaigns. “In order for consumers to form a personal connection with your brand, the stories must be authentic, creative, and inspirational. Stories are captivating for a reason. From childhood through adulthood, we are drawn to the lessons we learn, the exciting journeys we embark upon, the knowledge we gain, and the opportunity to unleash our imaginations. For example – Kuch Meetha Ho Jae – Cadburys, Ghar ka Khana Ghar Ka Hota Hai by Saffola and latest Yeh baal nahin meri jaan hain by Parachute Hair Oil are fine examples of amazing storytelling by Brands.”
He says that storytelling should be the first and foremost choice of any brand while finalizing its marketing campaign. Explain it, he says, “in addition to being an important strategic tool, storytelling can be an important tactical tool that lets marketers engage consumers in a fragmented media world. Because there is such media fragmentation, consumers are not just looking for different experiences but different delivery. Why should a consumer give you, their time? Storytelling isn’t just a creative approach to marketing. It gives your consumers a totally different entry to your brand.”
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