How has micro-storytelling evolved in a VUCA world? How does it work for mass audiences? This was the topic the Hill+Knowlton Strategies and PRmoment India Friday Zone Podcast series kicked off with in July 2021.
Abhishek Gulyani, CEO, Hill+Knowlton Strategies India said, "Friday Zone is centred around innovating the future of corporate communications. As a part of this, we would be focusing our attention towards the concept of story-telling in a VUCA, post-COVID world.
Micro story telling directed towards a mass audience is an opportunity that will transform brand engagement and make it both personal, empathetic, entertaining and informative. To sum it up, a brand needs to be like a human being, its own consumer, with its talents and takes, quirks and foibles.
That’s what makes people relatable and in the same way, can make brands relatable too. In this way, micro stories and anecdotes can help convey the brand’s larger narrative."
In order to explore how this is working in the real world of brand engagement, Preeti Vyas, CEO and president of the iconic Amar Chitra Katha comics shared her view on how the brand is using mico-storytelling to make the brand more relevant.
Vyas shared the channels of microstoytelling are as important as the story itself, "How can I create content that is relevant and interesting to them? So that's one part, the creation part.
The second part of that is, how do I make that accessible? How do I make it available? Right, so of course, printed books are there and I'm here to stay. But what we have seen a phenomenal growth is in our apps, we have unlimited capacity. And we are also on all the all the different platforms possible. So whether it's Magzter, or Amazon Kindle, or beyond Alexa, we are also on Google bolo. You name it, we are present."
The podcast also covered the following topics:
1) The eastern vs western ways of storytelling using human emotions.
2) How brands can and are using visual storytelling via comics.
3) How brands such as Samsung are working with the Amar Chitra Katha -Natural
Geographic Traveller tie up for promoting Samsung phones.
Watch the entire podcast here:
Friday Zone is brought to you in partnership with Hill+Knowlton Strategies India.