How Volkswagen, Coca-Cola and Groupon are using content marketing in India

This event report addresses how several leading brands are using content marketing in India. Volkswagen is pursuing this approach based on the notion that consumers are now increasingly guiding the marketing process - as such, content must be both compelling and media agnostic.

How Volkswagen, Coca-Cola and Groupon are using content marketing in India

Preeti Chaturvedi

Content marketing promises to help brands connect with consumers in more engaging and authentic ways than ever before – and major marketers from Volkswagen and Coca-Cola to Groupon are leading the way in India.

Avik Chattopadhyaya, head of marketing, product planning and PR at Volkswagen India, told delegates at the first ever Content Marketing Summit Asia – an event held in New Delhi in early 2014 – that the rise of this strategy forms part of a wider democratization in the brand-consumer relationship.

"The world is more...

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