When I began my career in marketing I had a budget of over rupees three crores for the year , which was quite a significant amount then .

The medium I had was newspapers . I would advertise hoping to interrupt my target audience to see my brand AD .

If it was front page , bottom right the chances were higher , 5th page bottom left , lowered the chances .

Then came TV and yet again my job as a marketeer was force interrupt my customer .

Then things changed , we first had internet , but Iphone changed everything .

Today with the smart phone in hand the power has shifted to the consumers , they decide what they wish to consume .

And they don’t consume advertising,

they consume entertainment ,

they consume stories and

they consume videos .

Over 90% of traffic on internet is videos.

over 90% of the data is on mobile.

When brands saw this ,

they stopped advertising ,

they started entertaining ,

they became storytellers ,

they became film makers.

The hero of the brand story was not the brands but the consumer.

Products / brands were placed in the stories .

Stories connected to hearts , cut through clutter , were remembered , were shared , went viral in the digital world.

You don't need need expensive equipment to make films become a storyteller , the mobile phone works.

PR changed too , earlier it was the journalist and the editor who would be the gate keepers ,

now we have influencers,

anyone with a voice and passion for what they do ,

who can get in front of the camera,

or write ,

all you need a smart phone to begin with.

You don't need to be a big brand or have big budgets to tell stories ,

social media is a big leveller .

Anyone can tell a story , this is the biggest opportunity for small business , startups , freelancers , leaders to become brand storytellers.

Join me in the webinar I conducted today to experience the power of brand storytelling .