Vasanth Subramaniam – Division Head of Brandrama. In this blog, he is explaining what Brandrama is about.
Random person: So in your brochure, what is this division called Brandrama?
Me: Well, it is Brand communication made easier and more effective, using theatre.
Random person: Oh, so you will do some play?
Me: Uh … yes.
This is how typically a conversation goes whenever I try explaining what our most niche division does. So figured, let’s talk about Brandrama.
This is our division that provides effective communication solutions, be it internal communication for corporates or external / marketing communication for Brands. It especially works brilliantly when clients have tried the typical modes of communication like e-mails, huge events, paid media, etc. and none of it has shown clear results. To quote the immortal JRR Tolkien, ‘May it be a light to you in dark places, when all other lights go out.’
Take internal communication for example. The CEO wants a new employee orientation, office culture, message, etc. to be communicated to all the employees. Typical ways for HR to do these would be:
a) Send an e-mailer – Completely free but not everyone reads. Fails to convey importance. Absolutely no recall.
b) Throw a huge event with all employees – This is quite the elaborate affair. Hiring a hotel. Travel for all employees. Bringing everyone together. Full on event setup. Hire entertainment. Etc. etc. But end of the day, no real take away of the core communication that wanted to be conveyed in the first place. Employees remember the fun they had and the experience.
A corporate wanted to communicate something as sensitive as ‘prevention of sexual harassment’ and open up relevant and meaningful conversations among its employees. This is what Brandrama did. Check out this video and it is quite self-explanatory:
This got performed in about 20 offices, at the end of the work day.
Customised. Effective. Great recall. No huge expenses of throwing events, etc. Only creating and performing.
Marketing or external communication? A brand has tried news paper ads. Radio, TV, Social Media, Events. In all honesty, it is quite difficult for a brand to stand out amidst all the noise and clutter in todays media. Which brand? What offer? What is the quality? Are we reaching our TG? What is response? None of this is done effectively by traditional channels.
A chocolate brand, wanted to reach its prime TG, Children. In mass. And wanted the brand name and it’s key selling point to be ‘etched’ in children’s minds that next time he / she is pestering their parent for chocolate, they ask for this brand. Well, we created a customised 20 min musical mime show that went to about 80 schools around Chennai, during assembly time. Here is a reference video which again shows what we did:
At the end of the video, you can literally see 1000 kids saying exactly what the brand wants to hear.
Once again, customised. The perfect TG. Visible recall. Incredibly cost effective.
Now you might be thinking, I’m trying to sell our products in this blog. But the fact is, we simply love what we do in the field of theatre. And we strongly believe Theatre has never been and never should be ‘Shakespearean. In an audi. Trying to entertain people’. It is an art form, meant for communication. An art form meant to say something. And it can be completely customised to suit any need or situation.
So talk to us. Brainstorm with us. And we will come up with an amazing solution, that absolutely will work.