Here is the full transcript of VP of Xiaomi Manu Kumar Jain’s TEDx Talk: Marketing Without Advertising at TEDxIIFTDelhi conference.
I’m going to talk about something that has really fascinated me over the past three years, which is, how you can build a brand without really advertising. Historically, people are taught that marketing is equal to advertising. The most convenient way of building a brand or selling our business is to basically launch a product, do a lot of traditional ads — TV ads, and then assume that people will come and buy it. “But is that the only way to build a brand?” is what I’m trying to caution today.
Let’s start from the beginning. In the 1980s, when I was a kid, probably many of you were not even born, this was the only way for us to come to media. This was Doordarshan. Then around the late 1980s or early 1990s, all of a sudden my role changed because I had a choice. I had two channels: Delhi and Delhi Metro. So I could switch.
And with this Delhi Metro coming in a lot of new soaps came on, like Zabaan Sambhalke, Dekh Bhai Dekh, etc. And a lot of new brands started showing their TV ads. In fact, all the brands that I consumed during the 1990s when I was growing up were the brands that were introduced to me by these TV ads.
Then I went to I.O.T. the big revolution for me in I.O.T. was a new medium, called Internet. All of a sudden, I could go, and access Internet on something called “desktop.” I used to go to my conference lab, I used to go to Yahoo. I had an image of Yahoo! there. All of a sudden you could type something and results would come up. It was so fascinating! A new way of communication. About six or seven years back I thought that was the only way for me to access Internet.