10 years ago when Anuradha SenGuptaÂ devised the CNBC TV18âs flagship feature show âStoryboardâ, she was not sure that it will continuously run for such a long period. Now that has happened, she is planning to take the show at next level. In an interaction with BestMediaInfo.com, she shares her journey with Storyboard, the longest running show on advertising and marketing. Read the full excerpts:
Q) Storyboard has been the pioneer in reporting on the branding, media & advertising business. How has been the journey?
Itâs been an exciting journey. Storyboard was launched in 2001 and our timing was perfect. I think the past decade has been seminal to the way brands are built and consumers are served in India and Storyboard had a ringside view.
Q) What changes have you seen in advertising and marketing industry as a ringside observer of the major events in past one decade?
Well without doubt the advent and proliferation of digital media and the way all marketing plans have had to start accounting for them. The rise of the telecom sector as a cutting edge marketer often challenging FMCG to that pre-eminent position is the other thing that happened in the last decade. Then there was the rise of modern retail. Â Advertising as had to be more accountable and therefore more creative. Effectiveness was the one parameter all brands were using to evaluate their advertising communication.
Q) How the storyboard is prepared to adopt the changes with the time?
Lots of new initiatives are on the anvil. Thereâs Â Storyboard in Hindi on CNBC AWAAZ whereÂ the aim is to widen the scope of this content and customize it to reach the common man/consumer. The plan is to make Storyboard a platform that facilitates and captures all consumer conversations about brands and marketing..
Q) Tell us about your favorite advertising campaigns?
Tata Teaâs Jaago Re; Vodafone Zoo zoos; The Axe Effect from Axe; to name just a few.
Q) A lot happened in this decade. Internet became a major tool of advertising and marketing. What are your expectations from the next decade?
More internet. More digital. All driven by the mobile.