 So very good afternoon everybody and a very warm welcome to e4m content jam the content marketing gig In its third edition, we are going virtual and this is the virtual conference So which is why we're definitely like all of you to log into our Facebook LinkedIn or Twitter We are live on all of those platforms You can also send in your tweets using our hashtag e4m webinar or using our hashtag e4m content jam Our first speaker is already here. So without wasting any more time, we get into What content jam is all about content marketing has become an integral part of brand's marketing plan But with COVID-19 content marketing is bigger than ever before. We've all heard content is the king, right? With mainstream marketing coming to a grinding halt content continues to play a pivotal role in ensuring brand salience The content jam is half day content marketing conference where brand leaders Engage in interesting discussions and share their brand journey through these rough times Now this is a great platform for you to learn of the latest content marketing trends Interact with industry leaders and also track what competition is doing Without further ado ladies and gentlemen, I would like to introduce you to our first speaker who is going to give us a case study of February crafting memories. He is the CEO of consumer product speedlight industries. Mr. Shantanu Banja a very warm welcome to you. So Hi there It's wonderful to be on this Webinar in this forum where one can speak about how to rediscover one more facet of marketing beyond the traditional advertising beyond the traditional ways of connecting to consumers and It's so relevant. Am I visible? Absolutely, sir. So sir, I'm gonna go off the screen and leave the screen to you for all our viewers to hear your case study Okay. Thank you And so it is a great time as I was saying to connect with consumers in content environment rather than the usual or beyond just the usual Content usual way of marketing which is Through the products that we advertise through the products that we do a lot of sell about This is really getting into the consumers life with content and Therefore directly engaging with consumers. It's something that I Have personally believed in in a very very deep way for a very long time and it is really wonderful to be able to get to this forum and Speak on that Especially in these times as you mentioned when this becomes even more relevant With then some of the normal advertising routes some of the normal marketing routes becoming not as effective or becoming a Bit more challenging and difficult And this part of it which is the content marketing part of it is something that one can do very Actively and that's something we've been engaged in it. So what I wanted to do today is Dwell a bit on what we have done Dwell a bit on some of the learnings that we have had and what I believe are fundamental principles of Doing content marketing. I will take an example from one of the big light brands most of the big light brands are Brands which are in consumer Lives on a daily basis all of us have grown up with them Febicol as many of you know is one of the most trusted consumer brands repeatedly ranked as said by consumers and Yet what we I'll talk about is not just the Febicol brand but how an expression of the recall is really what we have worked on and Done some very interesting content marketing on that I'd like to show Yep, I will try to just one second and try to Share the content and hopefully it will work. I am having a little bit of difficulty here sorry, some of the pitches of using Yes, it should be now visible Yes so I will do is therefore take you through our journey our Initiative that we did recently and interspersed that with thoughts about what we can Do content marketing on how we believe it can be done So in many ways for me one of the most Significant and this is boring from Robert McKee who Gives us a version of how to talk about the story about content marketing and The quote is storytelling is the most powerful way to put ideas into the world Because what you're doing there is not just sharing and advertisement or a communication which is Your idea which you're giving and telling someone to adopt it as their idea. It is Through the act of storytelling through the act of content that you're really providing that Connection and providing the idea which then becomes because it is in the form of content It becomes an idea that becomes the idea of the receiver Just once It is so what Therefore the idea of content marketing fundamentally Is that it it if it fulfills a need in the consumers life Then it gets consumed and then it gets integrated into life and in many ways Therefore content can serve needs of entertainment Education services what you will and in today's time it is often news that is content and there are many different ways that content comes into Our lives and if it is something that fulfills a need Then it's something that the consumer consumes and it becomes a part of their life if it fulfills an emotional need and That's where I think the current situation becomes even more relevant If it fulfills an emotional need in the backdrop of a social council context, then it becomes a part of that Positive association and becomes a part of the life of the consumer in covert times What we have actually felt is that brands should be making only Relevant and responsible outcomes attempts if you try to go out in this particular time of all times I'm hearing from someone that it's not very audible and I will therefore try to talk a bit Slower, but if it is still not audible. I will then try to figure out something Brands should be making only relevant and responsible outreach attempts Share content people can use or that can provide solutions to their problems The idea is if it is telling what you are interested in Then it remains in your story to the extent that you are sharing content that can become a part of their lives The consumers lives and it's solving their problem. It becomes content that is relevant to them Always remain Remember also to be consistent with what you have been and what you have been coming to them. So you suddenly in the content marketing situation Try to be a very different persona a very different Individual from what you have been in all your other communication all your other touch points Then it creates a friction that it creates Delionation from the consumer who doesn't recognize your brand and your brand messaging also and the brand relationship also And be restrained Don't really rush to clamber about the momentum marketing Everyone is doing something. So let me also do the same try to be different try to be relevant and yet try to be different In your communications as in everything else when you're speaking to a friend You speak to them about what is relevant to that person. So that person finds your content relevant and then Accepts it because it is a story that she wants to listen And then if we talk about the current context, it's a time of uncertainty. It's a time of anxiety we're all stuck together in the house and Especially for a lot of us anyone who is a young child, we know that for them. It's the hardest many of us are Still working From home many of us are still involved in the many things that we're doing. We are able to Manage our time better, but for the child. It is often a very very cruel time. They're not out playing We're not able to go out and do things that they want to do and Therefore, it is a time when children are very very anxious. They're very they're often in our hair They're really clamoring for attention and yet as a parent I have limited resources because I'm also stuck in the house and that is the context in which we conceived of our initiative And I'll come to it in a moment But we said can I provide a platform that helps the parent spend time in a memorable way with the child and That will be remembered for a very very long time the brand that we worked on is Really a platform that is called fabric create as I said It is Form the context of every call the Create brand the fabric create brand if you want to call it the platform is One that provides art and craft content to both schools and parents in order to inculcate creativity in children and we said This is the time that Children have the most time to be creative This is the time that they have the most need to get busy with various things This is a time when parents have the most need to be able to engage with their children and How can we do that? How can we help them be creative? With many different products art and craft products like that we call a more Fabi-Stake, Ranglila, Fabi-Krill, many of our brands, but beyond that the core idea of How can we get them to become engaged in creativity in the pursuit of creativity? The initiative itself that we designed was to spend time with children by the parent by engaging in fun crafting activities to create happy memories and The incident that we took out that we worked on for this was that it is either a time when you look back on with a lot of An immocity with a lot of Negative thoughts that is the time when we're all stuck in the house is the time when we can go out is the time that I couldn't go out and Shop for the things I wanted playing the play field or all of that This could be treated as a time when I created happy memories with my children and that was the positive way of Choosing to remember the Lockdown and we partnered with mom's preso a platform for mothers For whom mothers for whom this content really mattered because every mother that we spoke to in this period Talked about the fact that they would like to keep their children busy Talked about the fact that they would like to actually create Some shared time with their children and yet they didn't want them to be just stuck with the television Just up with the iPad or something like that They wanted their children to be something to have some time where they could relate together and create happy memories So we moved on from there to say let's create a crafting memories challenge And this would be a challenge to say that India is crafting memories Mothers and children fathers and children were spending time together Creating memories crafting memories are you and that was the core thought and how could we as a brand a instigate you drive you Into crafting memories spending time together and doing things with your children and How could we be on that help you actually Make the actual Content creation with your child possible So first of all was feeding the thought and making it viral Through content made by influencers both big and small Servian from a shipper shading to run Vijay Neha Dhopia. They were some of the influences Who were mothers of young kids themselves who were actually feeling the pain themselves or not being able to Give Let their children have the normal time that they did and they came on board very very happily They found their chemical bottle from the bottom shelf or wherever their child's school bag was and they Gifted us some beautiful videos of themselves as parents playing with their children and making new crafting Memories is not just the beautiful things that they made it was a craft It was a memory that they were creating with the children. So that's how it started. That's how it went really viral and Therefore, they were all able to Actually share this in a very positive way that other parents along the line could actually receive the content and felt that it talked to them and Overwhelmingly, we got back the message that this is something that I could do as well This is something that I would love to do as well And then we backed it up with creating daily live sessions with experts to help parents with easy to make crafts With items lying around the home We recognized that every mother wanted to do things with their children Many of them are not expert in doing crafts. Many of them didn't have a lot of craft items around their house So, how could we get in? rope in experts Who could help parents pick up the The Amazon craft box of hip cart or craft box or the packaging box tear it open Put some fabric all on it put some wrapping paper on it with simple things around the home make beautiful things and Craft new memories and then we Topped it up with a daily contest to keep the spirit up and to keep the movement and all of that worked Reliently well with Fantastic feedback with 10 plus 10 million plus video views in this period of three weeks Of course beyond the 41 million plus impressions 35 million plus each all Really large numbers in a three-week period Much beyond the numbers that we had set out to achieve. I think even more Excited exciting for us Was that they were 1.5 million plus engagements in the short time and these were very very deep engagements often people Writing about the site sharing things that they did themselves Wanting now telling us what they wanted to do beyond What we actually What content we had provided they were often sharing content with us and there were more than 10,000 challenge entries that Parents actually shared with their children some beautiful pictures some beautiful arts and crafts all of this together Creating in a way a montage that you want to come back to parents with with their happy creations of Both craft items and of memories that they have created and that's something that becomes a 10th pole video Creative for us to actually now go back to all of these engage 1.5 million plus engaged parents and Share with them the story of their memories played back to them That's really what We did and what we took out of it Is that when you're really providing content that is authentic and relevant to the audience Then they care about it They share it We talk about it to other friends But it needs to have that authentic relevance for your consumers We then engage with the brand in this case the fabric create platform with our fabric create comm website and Eventually they have high degree of residual positivity about the brand about the platform And in inclination to engage with the brand in the future That's really what we took out of the initiative that we did and that's really sort of the messaging that we want sort of the the lesson that I wanted to share with all of you as Things that we got out of it and things that we'd like to Suggest you could try as well That's really all that I wanted to share to start with all in marketing and on therefore back to you And therefore we can then move to the panel who I know are available already logged in and ready to engage with you Thank you. Thank you so much. Mr. Bhanja for that wonderful presentation