Customer-connect the biggest challenge: ISA Chairman

It is increasingly difficult for brands to connect with consumers given the fragmented media landscape, and breaking through the clutter is extremely high on everyone’s mind. says Sunil Kataria, Chairman, Indian Society of Advertisers (ISA).

Terming it a game of perceptions, Kataria said, “Brands have to interact, engage, connect, and leave an impression in the minds of its audience, making a more personal and engaging interaction.”

Kataria was speaking to BusinessLine on the sidelines of the ISA conference in Mumbai. The conference aims to get the corner-office perspective on a leading theme that is currently resonating in the corporate world. This year it was Connectedness Paradox.