Source-backed interpretation.
Editorial interpretation is derived from the original DMAasia/WION video description and transcript. Statements by speakers remain attributed to the source; no unverified current-role or performance claim has been added.
The durable question is how customer experience should improve attention without losing sight of social media.
Source signal, edited only for readability.
Three takeaways worth carrying forward.
- 01
Read customer experience as the primary operating question in this record.
- 02
Test its connection to social media and relevance against the speaker’s reasoning in the transcript.
- 03
Keep the 2024 source context visible before carrying the lesson into a current decision.
What the transcript puts on the table.
Especially with beauty as a category, 33% of the beauty consumers, right, has been quoted by one of the largest e-commerce players in India are loyal to one brand.
Explore Vega's innovative media strategies, emphasising a cross-platform digital approach and the three Es of content creation: entertainment, education, and empathy.
Learn how Vega engages with its community through initiatives like Vega Grooming Talks (VGT) to empower consumers in their beauty journey.
Original context. Current reading.
Recorded in 2024, this captures the language, platforms and constraints of its time. Read it now by separating those period-specific details from the enduring operating question: how should attention and relevance improve the decision?
Durable tests for the work.
- Earn attention with relevance before scaling reach.
- Start from the customer’s situation, not the channel.
What would you keep, change or measure differently if this intelligence were put to work now?
IP09 · READABLE TRANSCRIPT534 words
E.T. I've been thinking that all of our guests look so great, probably because they're using the Vega products one way or another. We'll have to find out that out later. But let's start with this, right? We'll talk a bit about media, we'll talk a bit about content, we'll talk a bit about challenges. But start us off with media. As Sai was saying, it's all changed out there, everything's changing. How with an amazing brand, a well-established brand like Vega, do you think about media and channels, E.T.? Sure. Jasper, yes. Of course, barring content, barring, I must say that at every step of the consumer journey, everything is changing. Even at Vega, we've kind of transformed our media strategy.
And the cross-platform digital approach is what works, beyond just giving a lot of savings, which is say a minimum of 20%, depending upon what industry and category we're talking about. Digital has for sure given a new opportunity to brands like us. And especially being a household, you know, a legacy brand, the idea of creating enough brand excitement, right, around the product is what is needed today. And I think through digital, we've been able to sort of do it far better. And we've been able to tap on a lot of opportunities to kind of look at creative cohorts, as we call it, which are absolutely digital savvy consumers. We've literally changed our whole way we operate media internally. Okay, so you're anywhere and everywhere.
But in the end, right, we all know this, compelling content is king. Tell us how with the 2023 version of Vega, how do you think about content, E.T.? So, I think the core philosophy and the way we see content being created is it works on three pillars, literally, right? So whether it's an, I would say three E's. So entertainment, education and empathy, I think that's what consumers and audience look for. And this is, of course, ranging from Gen Z's to millennials, and to a little bit mid-age guys as well. To create that content, you know, something that would not just come off to you while you're browsing on your, you know, social platforms, etc.
The idea is to, of course, create it as compelling as possible so that there's two way conversation happening on the brand, right? Especially with beauty as a category, 33% of the beauty consumers, right, has been quoted by one of the largest e-commerce players in India are loyal to one brand. So there lies an opportunity wherein you're able to sort of add value to their funnel to what they're searching for and help them discover the right products and the right experiences. So, as a brand, of course, today, brand is not what, you know, you're speaking of yourself, it's what consumers are speaking of you on the social, and whether it's reviews, whether it's ratings, right? Or whether it is curating or creating the content.
Truly, I think the world has changed and the snackable short format content is what works maximum, whether it was Instagram reels or now YouTube shots, and honestly, brands have a lot to learn and evolve further.