Exploring Ad Landscape Shifts: In conversation with Deepika Bansal from Dentsu X

The accomplished AVP Investment at Dentsu X, Deepika Bansal, discusses her professional background in the transitioning field of digital marketing. With more than 15 years of experience, she leads us on an exciting journey through the world of advertising. 

In this exclusive interview, she discusses embracing changes, emerging technologies, and adaptability from her point of view. 

 

With a career journey spanning different brand categories over the last 15 years, can you tell us more about your trajectory and your experience as the AVP Investment at Dentsu X? 

Fortunately, I’ve gained extensive experience across diverse brand categories like FMCG, BFSI,  Retail, and e-commerce. Auto, in particular, has been a thrilling space that provided me the chance to work with Dentsu. My journey with Dentsu commenced in 2017, initially focusing on a prestigious Auto client and gradually expanding to handle multiple other key accounts.  The experience with Dentsu has been a blend of challenges and enrichment, contributing to both professional and personal growth. Currently, I lead the offline buying vertical for Dentsu  X. Embracing change, I’ve diversified into digital, integrated, and influencer marketing campaigns. The team’s dedication is underscored by accolades, with a recent ‘Gold’ at ACEF  for the #drivenbysafety campaign, recognized for the most admired social message and best use of Celebrity. Reflecting on these achievements, they not only affirm our work but also inspire us to continue pushing boundaries.

 

Has your experience in the other fields influenced your strategy-making decisions in your current role? 

In my current role, my experience in other fields has proven invaluable in shaping my decision-making strategy. I draw on lessons learned from past experiences to make more informed and well-rounded decisions. This broader perspective enables me to consider different approaches and adapt to various situations effectively. 

 

How do you make sure that the investments you make for media planning are sustainable and help in achieving marketing objectives? 

I always believe that media investments are not just about spending money but about achieving specific outcomes that support the overall marketing objective. Data is the key to success. I always make sure that investments are planned based on data and analytics,  considering the campaign objectives—awareness, consideration, lead generation—and allocating budgets accordingly. We always focus on cost-effective solutions for clients and ensure ethical practices in advertising. 

 

What are your thoughts on the rise of digital media? Do you think it diminishes or undermines the value that traditional media brings? 

The rise of digital media has certainly transformed the media landscape, providing great accessibility, immediacy, and interactivity, but it also raises concerns over credibility.  Traditional media still holds value in terms of rigorous journalism, making it one of the most credible sources. Lately, traditional media has been very innovative, keeping up with trends and technologies. The usage of QR codes and AI are recent examples that brands have incorporated through traditional media as well. So, I would say it is not about diminishing the other but rather complementing each other in an evolving media ecosystem. 

 

What is the most memorable campaign you have carried out and what strategies did you deploy to ascertain that it was successful? 

We have executed several good and successful campaigns over the years, and one notable  example is “Maruti Suzuki’s #driven by safety.” The key objective was to educate and remind consumers of road safety rules that are conveniently forgotten while driving, while also highlighting Maruti’s safety features in cars. We took an interesting but thought-provoking route, leveraging high-frequency exposure along with the use of celebrities to viralize the message. Additionally, we ran testimonials to build credibility. The results were amazing, and we garnered approximately 46 million reach through radio and social media.

 

How do you think the expansion of metaverse, AI, 5G technology, and other technological growth in India would revolutionize the advertising landscape? 

It is revolutionizing the advertising landscape in many ways. AI can analyze user data and behavior, which is helpful in personalized advertising experiences and also helps advertisers gain deeper insights into customer preferences, enabling more targeted campaigns. 5G  enables low-latency interactions and real-time engagement between brands and users in the metaverse, enhancing effectiveness. All of these factors are providing an interactive advertising experience and potentially increasing conversions. 

 

Can you tell us about the research methodologies Dentsu X undertakes to ensure that the media plans align with the marketing campaigns? Which of them is the most effective? 

It’s always a point of pride to highlight that Dentsu boasts a range of tools dedicated to understanding consumption habits and audience passion points, and intricately profiling audiences in a manner that is both robust and future-proof. This capability empowers us to plan with precision, adopting a truly targeted and strategic approach. Notable tools include: 

CCS: Capturing demographics, psychographics, brand behavior, and touchpoints. 

CCS Planner: Leveraging media optimization tools based on business KPIs, integrating the consumer decision journey within the category, and assessing the influence of media touchpoints. 

Dentsu Marketing Cloud: Generating real-time insights into consumer behavior in the digital realm. 

Dentsu Intelligent Dashboard: An automated intelligent dashboard that comprehensively tracks both our own and competitive activities across various mediums. 

Scenario Planner: Facilitating media optimization based on business KPIs, supported by extensive Marketing Mix modeling. 

Each tool holds its unique importance and relevance, contributing to our ability to tailor strategies effectively based on specific marketing objectives. 

 

What advice would you give to the upcoming young professionals who are seeking to enter the advertising field? 

Always be ready to learn, experiment, and adapt yourself to the changing environment. Keep up with industry trends, emerging technologies, and changing consumer behavior. Last but not least, strengthen your professional network.