The hyperlocal focus in media planning, marketing and advertising news, ET BrandEquity

Panel discussion at the Brand World Summit 2022 organized by

Brands are starting to realize that a nation-wide strategy won’t work for consumers these days.

In order to have a better grip on multiple markets, they need to become hyperlocal where they will have to look at each market separately and understand its nuances, speak to them in their language, create bespoke products and pricing, and be ubiquitous.

This is the central idea that was discussed during one of’s Brand World Summit 2022 roundtables.

In a session chaired by Mandeep Malhotra, Business Marketing Consultant, panelists Rajiv Dubey, Media Manager, Dabur; Krishnarao Buddha, Senior Category Manager – Marketing, Parle Products; Mukesh Mishra, Vice President, Sales and Marketing, Adani Wilmar; Ravi Saxena, Founder and CEO of WonderChef; Esha Nagar, Managing Director, Nepa India and Navin Kathuria, Executive Vice President – Integrated Media Strategy, DDB Mudra Group discussed regional nuances, creating bespoke products and other areas surrounding hyperlocal relevance.

Dubey mentioned that when it comes to communication medium, what works for Dabur is brief broadcast medium as well as something that is very localized, say the kind done by influencers.

Buddha shared that hyperlocal advertising is the need of the hour. “From a marketer’s perspective, the hyperlocal evolution is really good because a marketer has a better opportunity to connect with exactly what consumers want,” he added.

Mishra pointed out that while the hyperlocal aspect may be very relevant for a small business, it may not be the same for a large brand. He also said, “But I think going forward what’s most important is to have a bigger cohort and then customize your entries for the same.”

Sharing his interpretation of hyperlocal, Saxena divided the concept into two parts, the content and the medium through which the content is delivered. “I think both things are getting extremely hyperlocal,” he said.

Saxena also shared that Wonderchef generates demand through the digital medium and responds to the same demand through an experiential demonstration. “I think these are incredible opportunities emerging for consumer durables. I’m sure even for startups in the FMCG space, they’re allowed to be heard by the biggies, thanks to hyperlocal,” he said.

Nagar thinks hyperlocal helps in several ways. “Besides personalization and convenience, it also brings good reciprocity. You invest in the consumer, you give them something that is personalized, they would give you something back,” she said.

Kathuria pointed out that hyperlocal has been driven by technology. “Technology has helped not just by being present, but by helping to meet said consumer demands,” he said.

Marketers need to create a brand that can stand the test of time and evolve as people, markets and businesses constantly change.

Experts believe the best approach is to use a combination of brand building and performance marketing tactics to create a holistic and effective digital marketing strategy. As soon as nurturing effectively leads to reach amplification, traditional media and digital media play their own cards to build brands.

Taking time and effort to build a brand also teaches marketers in terms of understanding and creating value for the target audience that is not possible in short-term approaches.

Cathy W. Howerton