| | AUGUST 20218Over the last one year, every publication, plat-form and app worth its name reinvented its digital avatar in a bid to grab and then maintain their presence in their consumer's life, or-ganically, resulting in a never-ending cycle of more platforms, ads and more ways to avoid these ads. It only led to further fragmenting consumer attention, presenting marketers with a challenge to find the right content, and more importantly, the right me-dium, one that gives context to their content. The challenge then is to find what we call `meaningful media' for consumers, and this has grown manifold over this past one year, given that the mediums/plat-forms on which we are consuming content have un-dergone a sea change. To give you my own example, my meaningful media has moved from books to podcasts, and from newspapers to Twitter and news apps, and I admit, this is just one part of my content consumption pat-tern. While the challenge remains, the role of media in our lives only grows stronger every day, from the pandemic to protests, consumers, which is all of us, have turned to media not just as a distraction, but as a lifeline to the world outside our homes and a much required means to join in conversations that are im-pacting our lives . As brand custodians, marketers, and communi-cation experts, while we continue to grapple with THOUGHT LEADERSHIPTHE PILLARS OF PURPOSE-DRIVEN BRAND COMMUNICATIONBy Priyanka Mehra, Chief Marketing Officer, Havas Group IndiaIn her 17 years career as a marketing and PR professional, Priyanka has worked with companies such as Star Entertainment, exchange4media.com and Creativeland Asia, prior to joining the Havas Group in 2018.Priyanka Mehra, Chief Marketing Officer,
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