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Quoraverse Mumbai Event: A Confluence of Knowledge and Innovation

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The vibrant city of Mumbai recently hosted the eagerly anticipated second edition of the Quoraverse event, aptly themed “Unlocking Knowledge for Impact.” This event attracted a diverse group of professionals, each keen to explore the nuances of digital trust, consumer behavior, and corporate social responsibility. Following the success of the first edition in Gurgaon, the turnout was impressive, with both new and returning attendees eager to engage and expand their insights.

Check out our highlight video or continue reading the full event recap below.

The event commenced with a warm welcome from the emcee, setting a collaborative tone for the evening. Gurmit Singh, the General Manager of Quora for Asia Pacific and Middle East, then took the stage to discuss the vision behind the Quoraverse initiative. Gurmit highlighted that Quoraverse was created to demonstrate the unique opportunities Quora offers for brands to establish credibility and visibility in a crowded digital marketplace. He emphasized the platform’s role in connecting people with knowledge, not just through Q&A but through real experiences and insights that influence consumer and brand decision-making.

Gurmit’s address set the stage for the evening by showcasing successful strategies from brands that have effectively leveraged Quora. He stated, “Tonight, through our panel discussions and the honor rolls, we will share those stories. We’ll explore how brands have thrived by making genuine connections with their audiences on Quora.” His remarks underscored the importance of Quoraverse as a strategic tool for marketers and paved the way for the subsequent discussions on digital marketing innovations and best practices.

Keynote Address: Marketing in the Age of AI

Vinay Pandey – Chief Revenue Officer, Quora Inc

Following Gurmit’s inspiring introduction, Vinay Pandey, Chief Revenue Officer at Quora, took the spotlight with a keynote centered on the transformative role of artificial intelligence in marketing. Vinay’s discussion, titled “Marketing in the Age of AI,” highlighted the necessity for marketers to embrace AI technologies to stay competitive in the digital landscape.

Vinay detailed how AI not only automates tasks but significantly enhances customer interactions and personalizes user experiences. further, he underscored the importance of understanding and implementing AI in ways that maintain brand integrity and trust, stressing that the future of effective digital marketing relies on embracing these advanced technologies strategically.

Panel 1: Building brand loyalty in a digital world

In the first panel of our recent event, experts Kaushik Chakraborty from Tata Capital and Aparna Kulkarni from the Natural Diamond Council shared their insights on fostering brand loyalty in today’s digital-centric market. Their discussions provided valuable strategies for anyone looking to enhance their digital marketing efforts.

Kaushik Chakraborty highlighted the importance of a meticulously crafted digital marketing mix, particularly on platforms like Quora. He outlined the necessity of clear objectives, deep understanding of the target audience, effective channel selection, engaging content creation, and the integration of paid advertising. He emphasized the pivotal role of analytics, which allows brands to refine their strategies based on data-driven feedback, thereby enhancing customer loyalty.

Aparna Kulkarni discussed the Natural Diamond Council’s digital-first approach, focusing on leveraging visual platforms to captivate consumer interest. She underscored the significance of creating an impactful online presence where educational and visually appealing content meets consumers at different stages of their journey—from discovery to purchase.

This panel provided a strong foundation for understanding how digital tools and platforms can be strategically leveraged to build and maintain brand loyalty in the challenging yet opportunity-rich digital landscape.

(L-R) Moderators: Pushpanjal Baruah – Customer Success Manager – Quora India, Priyanka Foman – Business Head, West – Quora India, Speakers – Kaushik Chakraborty – Head of Marketing, Tata Capital, Aparna Kulkarni, Director Marketing, Natural Diamond Council

Quora’s collaboration with Access Life Foundation

Kavita Shetty, General Manager – Program Development & Outreach, Access Life Foundation

A significant and touching moment of the evening was the presentation by Kavita Shetty of Access Life Assistance Foundation. This segment highlighted Quora’s partnership with Access Life, which aligns with Quora’s mission to contribute meaningfully beyond the digital space by supporting children battling cancer. Kavita’s presentation was both inspiring and a poignant reminder of the broader impacts of corporate social responsibility.

Panel 2: The evolution of consumer behavior in the digital age

(L-R) – Moderators – Disha Thakkar, Client Partner, Quora India, Nitin Patil, Business Head – India, Quora India, Speakers – Pragya Bijalwan, CMO, Crompton Greaves Consumer Electricals Limited, Pawan Gurnani – AVP, B2C Growth Marketing, DSP Mutual Fund, Tanvi Sadekar – Digital Marketing Manager, De Beers Forevermark

In our second panel discussion at Quoraverse, esteemed experts from Crompton, Forevermark, and DSP Mutual Fund explored the transformative shifts in consumer behavior in the digital age. Moderated by Disha Thakkar and Nitin Patil, this panel offered profound insights into adapting marketing strategies to the modern digital landscape.

Pragya Bijalwan from Crompton Greaves shared the strategies that have set Crompton apart in the competitive consumer durables market. She emphasized the importance of content generation and the use of Promoted Answers on Quora to build consideration among high-intent audiences. Pragya highlighted how Crompton’s diverse product range, from fans to coolers, has benefited from tailored content strategies ensuring each category is distinctly positioned and resonates with the audience.

Tanvi Sadekar from Forevermark discussed the adaptation of their marketing strategies in the digital-first era, particularly in a sector as nuanced as luxury jewelry. Forevermark’s strategic use of Quora to engage a sophisticated audience has been pivotal. Given the 89% of Quora users purchasing luxury items, Tanvi elaborated on how Forevermark leverages the platform to create unique engagement opportunities, especially during peak moments and celebrations significant to their industry.

Pawan Gurnani of DSP Mutual Fund addressed how digital-first consumer behaviors have reshaped strategies in the investment sector. Pawan discussed the crucial role of educational content on platforms like Quora, which helps in demystifying complex investment topics for potential investors, thereby helping DSP Mutual Fund to broaden its reach and enhance engagement.

Overall, this panel illuminated the ongoing evolution of consumer behavior and the strategic adjustments necessary to thrive in this digital age. The insights shared by Pragya, Tanvi, and Pawan provided a comprehensive understanding of how different sectors are leveraging digital platforms to enhance consumer engagement and loyalty.

Quoraverse Mumbai celebrates top advertising campaigns

The highlight of the evening at the Mumbai event was the Honor Roll ceremony, which celebrated the most impactful advertising campaigns on Quora. These campaigns demonstrated the effectiveness of leveraging Quora’s diverse ad formats to meet various marketing objectives, from increasing brand awareness to driving conversions.

The recognized campaigns successfully engaged a broad spectrum of aspirational consumers across key verticals, including financial services, entertainment brands, and consumer appliances. These initiatives showcased how effectively tailored strategies on Quora can resonate with and captivate diverse audience segments, driving meaningful engagement and achieving specific marketing objectives.

Brands honored:

State Bank of India

SBI utilized all ad formats on Quora to drive awareness, and consideration, and improve the performance on their website.

Crompton

Crompton employed Poe to repurpose their existing blogs to generate content for their Promoted Answers to build awareness and consideration for their product line, including fans, air coolers, lights, and water geysers.

Natural Diamond Council (NDC)

Natural Diamond Council utilized all ad formats on Quora to drive awareness and consideration among users.

Godrej Appliances

Godrej Appliances has achieved exceptional results on Quora by promoting content through its business profile, enhancing visibility among users interested in appliance-related topics.

DSP Mutual Funds

DSP Mutual Funds utilized both image and video ads to drive traffic and increase awareness for its ‘Bachao’ campaign.

HDFC Life

The brand leveraged Promoted Answers to establish itself as a thought leader in the insurance space on Quora.

Kotak Mutual Fund

Leveraged image ads on Quora to drive performance, resulting in a more efficient cost per lead (CPL).

HSBC Mutual Fund

Leveraged content marketing through their business profile on Quora to increase interactions and drive engagement on the page

Ultratech

Capitalised on Promoted Answers to establish themselves as a thought leader in the category on Quora.

Amazon Prime Video

The brands image and video ads helped increase visibility and awareness of their show on the Prime app

IDFC First Bank

Used image ads on Quora to drive quality traffic to their website.

Nerolac

Their image ads campaign on Quora drove high-quality leads, achieving a 10% improvement in cost-per-quality-lead in just 3 months

Forevermark

Targeted users in the jewelry category, driving awareness about their latest collection, ‘Avaanti’.

Mirrae Assets

Leveraged image ads on Quora to drive performance and traffic to their website.

Yes Securities

Created a business profile on Quora and promoted content to increase awareness and visibility among users actively consuming content on investment and finances.

Life Insurance Corporation of India

Leveraged image ads on Quora to drive quality traffic to their website.

Kotak Securities

Their promoted answers campaign on Quora helped increase interactions and drive engagements.

Aditya Birla Capital

Leveraged Image ads to drive leads and disburse business loan at an efficient CPL

PGI

Leveraged Video ads and Promoted answers to build awareness and consideration around platinum jewellery and bring out its USPs

Universal Business School

Used Promoted Answers as well as videos to raise awareness and visibility for the brand

Tata Capital

Leveraged all ad formats on the platform to drive awareness, consideration as well as performance on their website

ICICI Direct

Leveraged Content Marketing through ICICI Direct’s Business profile to educate users on stock market and trading

As the event neared its conclusion, Neha Chimbulkar, Head of Marketing for Quora APAC and EMEA, delivered closing remarks. She expressed heartfelt thanks to the speakers, panelists, and attendees for their active participation and the rich discussions that took place. She highlighted key takeaways from the discussions, emphasizing the critical need for marketers to embrace digital trends and innovate their content strategies to stay competitive in the evolving landscape.

The Way Ahead: Engaging, innovating, and collaborating

The Quoraverse Mumbai event transcended the typical conference boundaries, serving as a catalyst for innovation among digital marketing professionals. It spotlighted the critical need for adaptation in the digital realm and celebrated the pioneering spirit of those at the forefront of this evolution. As participants left, they carried with them actionable insights and the inspiration to drive change within their organizations, heralding a new era of digital marketing strategies.

This gathering has not only provided valuable knowledge but has also set the stage for a series of transformative events focused on digital advertising and engagement. To learn more about our future events and how Quoraverse can enhance your marketing strategies, please reach out to us.