Marketing is a contact sport- Vikas Mehta

By Zion Rufus

In a captivating tête-à-tête with Marketing Edge, Vikas Mehta, the CEO of Ogilvy Africa, offered an intriguing perspective on the dynamics of marketing.

Dubbing it a “contact sport,” Mehta delved into the crucial elements that define success in the industry and highlighted the significance of cultural context and empathy in building strong brand connections.

He began by addressing the ubiquitous phenomenon of brands clamoring to ride the same train.

While acknowledging the desire to claim a slice of the cake, the Ogilvy Africa CEO emphasized the inherent challenge that arises when organizations embark on a marketing journey without a clear destination in mind.

“It’s like playing a game of football without knowing where the goal is,” he quipped, emphasizing the chaos that ensues when direction and purpose are lacking.

Drawing a parallel between marketing and sports, Mehta stressed the pivotal role of culture as the anchor and context that fosters meaningful relationships between brands and consumers.

Regardless of whether a brand is global or local, understanding and respecting the local culture becomes paramount. For global brands, Mehta asserted the need to invest extra effort in resonating with and demonstrating empathy towards the local culture, thereby earning the affinity of the people.

On the other hand, local brands face the challenge of showcasing comparable value to their global counterparts.

While culture remains a common thread that all brands must address, Mehta emphasized the importance of defining the end game, which differs slightly for global and local brands.

According to him, brands that recognize this early on and align their strategies accordingly are more likely to forge genuine connections with their target audience. In contrast, brands that adopt an arrogant approach, assuming that their global success guarantees a strong bond in new markets, often find that their connection with consumers is tenuous at best.

In Mehta’s view, empathy emerges as the key to relevance in marketing. By embracing the nuances of culture and leveraging it as a touchstone, brands can establish authentic connections with their audience. “Empathy is the path to relevance, and culture is the context in which you earn that relevance,” Mehta concluded, encapsulating the core tenets of his philosophy.