Bikramjeet Singh Bindra

Head Of Marketing & Brand Partnerships at BookMyShow

The Art of Entertainment Marketing With Bikramjeet Singh Bindra

In this digital era, where content bombards us from every direction, we explore the secrets of standing out amidst the sea of information and connecting with our audience on a deeper level.

Join Rishabh Shekhar, COO and Co-Founder of Pepper Content, and Bikramjeet Singh Bindra, Head Of Marketing & Brand Partnerships At BookMyShow on this exhilarating journey as they uncover the strategies, trends, and challenges that shape the dynamic landscape of entertainment marketing.

From mastering content creation to embracing AI, this blog is a treasure trove of knowledge for marketers, aspiring professionals, and anyone intrigued by the ever-evolving realm of entertainment marketing.

Here are some excerpts.

1. Can you share your journey so far?

I've had an incredible journey in the marketing industry, driven by my deep passion for music. It all started when I embarked on my career in the media and entertainment sector, landing my first job at Radio City.

From there, I explored various sectors, including retail, FMCG, and consulting, always with a marketing mindset. Along the way, I found myself heading the iconic music festival Lollapalooza, a venture that presented a unique challenge in uncharted territory. The experience of scaling up an unprecedented event like Lollapalooza taught me valuable lessons about marketing in diverse and dynamic environments.

Throughout my career, marketing has been the guiding lens through which I approach every role.

Marketing is such an incredible skill; it's like being able to market anything, from a car to a music festival.

My love for music led me to explore opportunities in the entertainment arena, but I also had the privilege of working with brands in different categories.

Currently, I am honored to be a part of the BookMyShow team, where I handle marketing and brand partnerships. The ever-changing landscape of entertainment marketing keeps me on my toes, and I relish every opportunity to engage with our audience in creative and impactful ways.

The ever-evolving nature of marketing and the myriad opportunities to experiment and innovate excite me, and I continue to grow and learn as I embrace the challenges and possibilities this industry offers.

2. How do you maintain a leadership position in a competitive space like entertainment marketing?

To maintain a leadership position in the competitive realm of entertainment marketing, I've learned that consistency and innovation are the key drivers. It's crucial to keep a keen eye on the ever-changing preferences and needs of our audience.

If you've become the leader in a certain space, it is now your job to stay the leader.

A great example of a brand that has mastered content marketing and maintained its leadership position is Zomato. They have set themselves apart by being trendsetters rather than just comparing themselves with competitors. By being edgy and consistent in their communication, they have successfully woven themselves into the cultural fabric of India, making their brand a part of people's daily lives.

Experimentation is another crucial aspect that helps us stay ahead in this fast-paced industry. As consumer tastes and behaviors evolve, we need to keep pushing boundaries and exploring new ways to engage our audience.

Embracing new trends and technologies, such as AI, also enables us to enhance our marketing efforts and offer personalized experiences to our users. By continually innovating and staying true to our brand's values, we can carve a niche for ourselves in the competitive landscape of entertainment marketing.

3. How do you put yourself out in this era of infinite content?

Content is bombarding us from every direction. Brands are constantly vying for consumers' attention, and it's a constant challenge to stand out amidst the sea of information.

One brand that I genuinely admire for its content marketing strategy is "Whole Truth." They have mastered the art of being entertaining and truthful in their communication. Through their social media presence, they engage with their audience in a way that goes beyond mere promotion.

Whole Truth understands the importance of being consistent and authentic, always staying true to its core values while keeping a humorous and honest tone. By maintaining such a deep connection with their audience, they have successfully transformed from a food brand to a thought leader in the industry.

So I feel marketing needs to be relatable and aligned with the values and characteristics of its target audience. To truly connect with our followers, we must understand what resonates with them and stay true to our brand identity.

This means being consistent in our messaging and ensuring that we provide valuable information regularly. When our audience knows what to expect from us, they feel more engaged and connected, fostering a sense of loyalty and trust.

4. How does AI influence marketing, and how do you think it will evolve?

AI is a powerful tool that is revolutionizing various industries, including marketing. As a marketer, I couldn't agree more with Elon Musk's tweet that AI won't take our jobs; instead, it will empower those who know how to leverage it effectively. The rapid advancements in AI technology are akin to waves of innovation sweeping through the digital landscape.

To stay relevant in this fast-paced world, AI needs to become an integral part of every marketer's toolkit. Just like lawyers and doctors are harnessing its capabilities, we, too, must embrace AI to enhance our marketing efforts. It offers unparalleled speed and efficiency, allowing us to experiment and create content at lightning speed.

By providing AI with the right instructions, we can produce creative outputs in record time, eliminating the notion of a lengthy turnaround period.

AI is not going to take your job; someone who knows how to use AI is going to take your job.

As marketers, we need to become adept at communicating our requirements to AI systems, enabling them to deliver results that align with our vision. With AI at our disposal, we can unlock new realms of creativity and efficiency, positioning ourselves as valuable assets in the ever-evolving marketing landscape.

5. How do macroeconomic trends impact consumer-facing brands like BookMyShow?

Addressing the challenges posed by macro trends and uncertainties in the consumer segment requires a delicate approach from a marketing standpoint.

We recognize that content is omnipresent in today's world, and there is a constant flood of information for consumers to navigate.

To adjust our marketing strategy in response to these trends, we focus on being empathetic toward our end customers. We aim to avoid putting them in a financial corner, as money can be a sensitive subject. Instead, we seek to provide content that offers a respite from their daily pressures and challenges.

Entertainment is a universal need, and in times of difficulty, people often seek leisure and relief. As a brand like BookMyShow, we strive to offer a sense of enjoyment and escapism to our audience, even during tough times. While we must be mindful of cost sensitivity, our primary goal remains to connect with our customers authentically and offer content that brings joy and entertainment into their lives.

6. What are the major thematics that you are excited about for next year?

As a marketer, one of the major themes that I'm truly excited about covering in the upcoming year or quarter is the shift toward brand advocates rather than traditional influencers.

Brands are now seeking deeper, more meaningful relationships with their audience, going beyond superficial endorsements.

This move is both fascinating and necessary because it allows advocates to genuinely connect with the brand, touching and feeling its essence, and conveying their love and passion for the product to the right audiences. Whether it's in the realms of fashion, beauty, skincare, sneakers, music, technology, or any other category, advocates are poised to become the new influencers, bringing specialized expertise and authenticity to the forefront.

This transition to brand advocates is akin to a committed marriage rather than a fleeting one-night stand with influencers.

It emphasizes a long-lasting, loyal partnership between the brand and its advocates, with both parties sharing the same story and mission.

Unlike a random post that comes and goes, advocates will create a continuous and meaningful narrative, establishing a powerful and authentic connection with the audience. As a marketer, I look forward to exploring and harnessing the potential of this trend to forge more profound and lasting relationships with our consumers.

7. For young marketers starting their careers, what advice do you have?

When it comes to advancing in your marketing career, there's no shortage of resources available. With approximately 8 million videos online covering every aspect of marketing, it's crucial to dedicate at least two hours of your day to deep diving into meaningful content. While formal education is essential, you can also learn a great deal from watching videos that provide insights into the ever-evolving world of marketing.

In today's digital age, video content is readily accessible, unlike when I started my journey as a marketer. So, there's no excuse not to enhance your skills and knowledge. Another valuable piece of advice for younger professionals is to spend time learning from experienced industry experts.

Learning on the job is invaluable, but gleaning insights from seasoned marketers can provide additional perspectives and boost your growth. One piece of advice I would suggest avoiding is spending too much time mindlessly scrolling through social media, as it can be a drain on your mental energy. Instead, invest your time wisely, making genuine and productive use of it to propel your marketing career forward.

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