Tag: aashish chopra

Performance Marketing vs. Content Marketing: What Keeps Your Brand Flying?

Your brand is like an airplane, and when investors put pressure on, budget for burns comes in, throwing it all into performance marketing. The ads start showing some results, your plane seems to be flying, engines running. And you keep burning through to show the numbers.

But in this exercise, you never invested or looked at building your brand. Because this burn will stop one day or slow down, and if one day you turn the engines off and your plane keeps flying, it’s because of brand and organic content and engagement with your audience. And if it falls, you never invested in building your brand and nurturing customer love.

Performance marketing is important, sure, but experimenting in the 6, 10, 15 seconds video formats or images, it’s about getting more creative beyond just tired old best practices (which IMO are tired old practices given by platforms), because the only thing which matters in all of marketing is ‘engagement’, and if your ads start getting engagement, your quality score goes up, more bang for your buck, and you see magical results in your conversions, that’s the holy grail.

So keep the burns on when needed, but with it, invest in building your brand with content that drives engagement, that’s share-worthy, which is for and about your audience, so in times of zero or low budgets, your brand keeps flying, not because of any fuel burns, but out of sheer momentum of your content, engagement, and love from your audience.

Car Names Pronounced Wrong – Behind-the-scenes

“What are the pain points, micro-moments, and tiniest of frustrations Indians have with cars?” Identifying the first 10-15 was easy, but it became uphill and against the wind to find deeper truths. It was in the deep dive research and the journey from 15 to 100 micro moments where incredible insights were hidden. That’s what I loved about brainstorming and jam sessions—we weren’t just figuring out ideas; we were getting to the tiny truths. Ideas just happened when there were enough dots to connect.

Had a lot of fun talking about one particular pain point, and when we enjoyed the process, the audience would too. We just needed to keep the authenticity from concept to execution. Everything in this video was non-fiction, driven by a meticulous process. Ideation through the IUCTC framework (Inspirational, Useful, Celebrate their life, Topical, Change the world) made the content relatable and useful for learning pronunciations, and execution was driven by detailed bullet point lists. From selecting the final list of car names to choreographing actions for each name and ensuring the flow of shots kept viewers engaged—every six seconds.

The content the team enjoyed creating the most worked the best since it didn’t feel like work but play. With the incredible skills and talent at Cars24, the team was driven, and everything was executed 100% in-house, even the acting, which was amazing. The results were heartwarming.. over 7000 comments, about the love for cars and one shared pain point :)