Sheba Nandkeolyar to reveal secrets of multicultural marketing via ground-breaking Telstra work

By AdNews | 19 October 2017

MultiConnexions co-Founder and CEO, Sheba Nandkeolyar will share best practices and learnings from her agency’s work building brand equity among multicultural audiences for Telstra over the past five years at AdNews Live: Reframing Australia.

Sheba is Australia’s leading Multicultural Guru, advising Australia’s top brands and international brands on multicultural strategies, which have helped them to cut through market saturation and add to their revenue curve. For some marketers, she is their best kept marketing secret.

In her exclusive presentation, she will focus on two of the largest and most rapidly growing audiences in Australia – China and India. This is your chance to learn how mass marketing campaigns can be made relevant to these two audiences. As Sheba attests, “Multicultural marketing is an art, as well as a science.”

An Australian company’s audience insights- based ads have created waves in India. Sheba will share why localised audience insights matter.

In a country where 47% of the population are born overseas or have a parent born overseas, targeting specific multicultural audiences is the truly smart strategy, resulting in product innovation and market growth.

Purchase drivers are culturally rooted and go way beyond language. Understanding these deep-rooted audience insights and cultural nuances that go beyond stereotyping is key to successful marketing.

AdNews Live! Reframing Australia is a half-day forum on  15 November in Sydney that will dispel myths and set in motion ways in which a re-imagined ‘Straya' can take shape in today’s media landscape.

Multiconnexions Account Director Georgina Lionatos will also join our ‘3 Brands. 3 Problems. 3 Solutions’ panel on the day.

AdNews Live! Reframing Australia will explore the disconnect between the industry and our changing demography and why brands that do not adopt a more representative approach will lose.

The event will look at the cost of creative whitewashing and the business benefits of connecting to Australia’s super-diverse population.

Our keynote for this event is Australia's first female Muslim MP Mehreen Faruqi, who campaigns specifically on issues relating to diversity. 

The full program of events and links to purchase tickets can be found here: AdNews Live! Reframing Australia.

 

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