Art of sustaining “big-ticket” content IPs in the “long-run”

Imagine your brand being known more for your content, that has created a strong recall because of consistency. Be it Coke Studio or TVF Tripling or Pitchers, which marketer would not aspire to be known for creating such impactful content.

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However, the brands somehow failed at keeping these IPs alive even after having such unique concepts.

On the other hand, there are some brands in India that have been able to run long-term content IPs successfully. For example, Red Bull, Royal Stag Large Short Films, Asian Paints' Where the Heart is, Myntra’s Fashion Superstar. It takes faith, consistency, diligence and long-term vision for the brands to run such long-term content IPs.

And, these are the things which are going to be discussed on Day-2 of the second annual BuzzInContent Conversations, presented by MTV and powered by News Nation.

Today at 3 pm, BuzzInContent.com will assemble experts who have hands-on experience on large content initiatives by the brands to discuss how to “Maximise the ROI through big-ticket content IPs”.

The experts joining us today are Achint Setia, VP and Business Head, Social Commerce, Myntra; Shankar Iyer, Associate Director, Category Marketing, Perfetti Van Melle; Vishwanath Shetty, VP, Sales and Brand Solutions, Pocket Aces; Shiveshwar Raj Singh, National Creative Head, Innocean Worldwide, India; and Vivek Mohan Sharma, Head of Branded Content, Viacom18.

It is definitely a risky affair to create an expensive branded content property. For the brand managers aspiring to create sustainable long term big-ticket content IPs, this session is going to answer most of the doubts and will make a compelling case about how and when they should go about it.

The session will also explore if frequent job-hopping by marketers is responsible for unceremonious scrapping of big-ticket content IPs.

We will also have the publisher’s side of view, where the content platforms will share how they address brands’ apprehensions regarding investing heavily in a single expensive branded content property?

Today’s session will answer most of the questions in your mind related to obstacles coming in the way of “long-term” and “big-ticket” content-led marketing initiatives.

Press the bell icon in the scheduled YouTube LIVE to set the reminder for 3 pm today:

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