Audio has a long way to go in the Indian market, it's just starting to flourish: Mondelez India's Anil Vishwanathan

The audio space amongst the Indian users is growing and the medium is becoming a crucial tool for marketers. Marketers should look beyond the numbers and evaluate the value that the medium brings, said Anil Vishwanathan, Vice-President, Marketing, Mondelez India.

Vishwanathan was replying to a question posed by Karthik Nagarajan, Chief Content Officer, Wavemaker, during a session on ‘Innovative Use of Voice & Audio in Advertising’ held at MMA Impact India, The Future of Modern Marketing. The session was moderated by Nagarajan with Vishwanathan as a panellist.

Vishwanathan said, “I tell marketers to look beyond the numbers and evaluate the value that the medium brings not the numbers sometimes. Audio is a very interesting medium and has a long way to go in the Indian market, it is just starting to flourish.”

MMA Impact India, The Future of Modern Marketing, presented a series of insightful sessions concerning advertising and the marketing industry. It was a day for marketers to learn as much as they can from the global leaders.

Vishwanathan spoke about the personalisation of experience that audio brings. He said that many people have different genres they like when it comes to podcasts or even general music on Spotify or Gaana, the personalisation of playlists, and podcasts is something that these companies bank on, and it makes marketers’ job easy to tap on to audiences with relevant branded content and product integration in the podcasts.

The experience is seamless and the cost is lesser as compared to other mediums, he said.

Some examples which were highlighted include that of Cadbury, which integrated Google Assistant, in collaboration with Wavemaker India, for the " target="_blank">Do Nothing Mode campaign which benefitted both the companies.

He further spoke about the challenges the marketing industry is facing using digital mediums and put forth advice for businesses. He said, “Businesses should invest in a market mix model with the amalgamation of audio-visual content, to come up with an effective campaign. Measurement across mediums is still something the industry as a whole is finding solutions to. When it comes to engagement, one can still measure it but when it comes to brand awareness, it is subjective. We rely on our research partners and agency associations to understand this part.”

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