January 17, 2019

IAMAI India Digital Summit – Keynote by Sunder Madakshira

IAMAI India Digital Summit

Scatter is covering the 13th edition of IAMAI’s India Digital Summit being held at the LaLit. This is the first of the reports that will be flowing in. Watch this space for more.

13th India Digital Summit

17th January; Day 1

Sunder Madakshira

What better way to begin a conference on digital communication than by reflecting upon the way forward?

In strode Adobe’s Head of Marketing, Sunder Madakshira, to launch the first keynote address of the event. With a smile and a greeting, he warmed an audience that was still stretching their mental muscles.

Sunder broke down his address into neat divisions. He wished to address the intertwining futures of work, marketing, and technology.

To lay out his thoughts, he began with a simple equation that he believed had brought success to the Indian marketing industry:

Math + Middle class + Mobile

India Digital Summit IAMAI

‘Math’ stood for the average Indian’s ability to rapidly absorb and understand technology.

‘Middle class’ represented the idea of the Indian middle class generations post 1991, who aspired and aimed for more than what their elders could hope for. And with the millennial generation, the idea of ‘roti, kapda, makaan’ has transformed even faster into less rudimentary goals.

‘Mobile’ referred to not the aspect of mobility but the very tangible device that drives our lives and aspirations today. Sunder highlighted how as a country, we have “leapfrogged several generations”, harnessing the power of the Internet through our mobiles.

He spoke of how data has become cheaper and more accessible and, very importantly, how the more rural areas have also gained a greater understanding of mobile devices.

Sunder believes that to cater to this formula of the future, companies needed to step up their game. And he wasn’t referring only to those that form part of the marketing industry.

Formula followed formula, and he presented his take on the approach companies should consider when building a workforce:

Pizza, pyjamas, and purpose

‘Pizza’ represented an aspect of the work culture that’s increasingly being observed in startups – an atmosphere where companies pamper their employees and create a place where they can function without worrying over the mundane elements that make up their lives. Think comfortable bean bags; think food vending machines that are always available.

‘Pyjamas’ referred to another such newly emergent work practice, where employees are not only allowed but encouraged to work from their place of comfort. The aim is to reach out and make the most of the talent available, regardless of where it comes from.

‘Purpose’, the third and most important aspect, can be understood as the desire of newer professionals to work with companies whose “organisational purpose is aligned with their individual purpose”. They understand that the functioning of most companies comes from a place of profit. However, for them, it is essential that profit is successfully married to purpose.

Widening his focus from that point, Sunder moved on to discussing how the development of technology and its sneaky insertion into our lives has made communication more about monologues than about listening to what the other is truly saying.

He believes that marketers need to rethink communication: “We need to get back art and design in digital communication.”

He also highlighted how marketers tend to think it is they who create their audience segments. However, it is the consumer who chooses the conversations they wish to have, and, hence, customise the community they surround themselves with.

The last segment of the talk focused on the ideal game plan needed to manoeuvre the future of technology:

Trust + Future + Free

Sunder discussed how the element of ‘trust’ was about assuring people to have faith in the technological services that were being offered to them.

‘Free’ referred to making technology affordable for the average Indian who frequently switches from device to device.

Lastly, ‘future’ encompassed knowing and respecting the consumer, addressing them with a uniform voice, making technology transparent, and delighting them at every turn.

Sunder concluded his talk by bringing up a comprehensive slide that summarised everything he had covered. He wished to leave his audience with two key messages:

  • “Customers don’t buy a product, they buy an experience.”
  • “How do you look for certainty in a disruptive age? You don’t.”

Did you happen to catch the session on fake news? If not, click here to get all the meaty bits.