Advertising Masterclass 2024: Ft. @tanmaybhat at Masters’ Union

Great insights:

• Marketing is not another tool to sell, good marketing is involved in product building and shaping the brand language
• You’ve to be consistently good to be recognised as a brand.
• Brand needs to be likeable and consistent (consistent personality eg zomato minimalism)
• Create some form of engagement, Bulls eye here is if you get someone to share
• When you put something on your profile, you are building your brand, its not about content, its about who you are
• We share relatable content in order to stand out
• Topical stuff is easy bait to get people to share - You are offloading the cognitive load of someone’s else to have their own take and People love hot takes.
• Hyper positivity gets people to share. When in doubt become cute/happy (as in social media).
• Nostalgia works really well.
• Extreme opinion is another tool, strong definitive take. People love it when someone has a spine.
• Trigger someone’s identity (like patriotism, Gujarati)
• Emotional stuff
• Personal Relatability like 10 things tall guy will understand
• Basics for viral ads - 30 secs, celebrity helps, visually or audiolly beautiful so jingle works
• Way to look for any form of incroguence - x is expected but y happens (ismain tedha kya hai, celebrity/situation k sath kuch tedha karlo)
• Consistency is good for brand but incongruence is good for content engagement
• Problem is saying too much
• Tanmay Bhat process to get in the zone - he has a person whose job is to give him references - what best minds thought about it already
• More conglomerate more bearuacratic process, less risk taking appetite
• Feedback loop - do more and get feedback
• Take enough shots to gain a better probability of landing it on the desired spot