Mastering Content FOR IMPACT

With around 20 years of experience in the media industry, specialising in filmmaking, Santosh Gothoskar has honed his craft and built a remarkable career. Over the years, he has worked on numerous projects as a film editor and in the direction department, holding roles as assistant, associate and independent director. With a deep understanding of the ever-changing media world, Santosh has adapted his expertise to the dynamic realm of marketing, particularly in creating compelling content for brands. Corporate Citizen sat down with him to gather his insights into the evolution of marketing strategies, the role of creativity in brand engagement, and how the media industry has shaped modern marketing practices

Corporate Citizen: Could you give us a brief description of your journey?

Santosh Gothoskar: I initially pursued law, but soon realised that my passion lay in creativity. I started with design work before transitioning to video editing in the late '90s, when Pune had limited infrastructure for films and videos. My early career included roles at Mercedes-Benz, where I worked on localising German marketing video content; and at a consulting production company, where I gained experience in both, analogue and digital editing.

In 2000, I moved to Mumbai to work in video effects (VFX), which was broadly categorised under sound effects (SFX) back then. I worked as a VFX editor in a post-production studio, where I was fortunate to work on many advertisements for various brands and MNCs. I also worked on my first feature film, Mela. However, the 2001 recession hit the media industry hard, prompting my return to Pune. There, I worked on a megaserial for Alpha Marathi (now Zee Marathi), directed by Gajendra Ahire, which played a crucial role in establishing Pune city as a filmmaking hub.

CC: How has the rise of short-form videos impacted the media industry?

Earlier, films had about 15–20 minutes to establish their premise. Now, the hook must be immediate— within seconds or the audience loses interest. Whether it’s a film, presentation or an advertisement, capturing attention instantly is crucial.

Take brands like McDonald’s and Swiggy, for example. Their ads hook audiences emotionally within seconds. The same applies to corporate presentations. If the first two slides don’t engage viewers, they stop paying attention. Even in literature, where prologues once spanned multiple pages, they are now condensed into a few lines.

In content marketing, the challenge isn’t just grabbing attention, but maintaining it. The B2B corporate films, once 7–8 minutes long, are now trimmed to 3 minutes, while B2C marketing has an even smaller engagement window. The key lies in being concise yet impactful.

CC: What is the role of creativity in marketing?

Creativity makes a brand memorable. Take Hamara Bajaj ad campaign, for example. People didn’t just relate to the scooters; they connected with the brand’s song. Similarly, Vodafone’s pug became iconic. Simply providing information isn’t enough, how you present it matters. Creativity evokes emotions, making brands relatable and memorable. This applies to B2B marketing too. Companies need differentiation in a competitive market. A buyer might have 25 other brands to choose from, so why yours? The answer lies in creatively showcasing your Unique Selling Proposition (USP).

CC: Can a great product fail due to poor marketing?

Absolutely. A product is only as good as the perception it creates. If marketing doesn’t convince people of its value, they won’t buy it. Early television ads, for example, targeted women, because household purchasing decisions largely depended on them. Effective marketing successfully targeted them, ensuring product sales. The same principle applies to B2B-the key is to persuade the decision-maker, why they should choose your product over others.

Even in medicine, where products are essential, marketing plays a role. Medical representatives pitch products to doctors, competing against alternatives. In today’s competitive era, businesses can’t rely solely on quality, they need strategic marketing to stand out.

CC: With an overload of online content, how can brands differentiate themselves?

Brand communication has evolved beyond traditional flyers and letters. Today, brands must creatively engage audiences through content that not only informs, but also resonates with them emotionally.

For instance, real estate ads don’t just urge people to buy houses; they evoke feelings of security and belonging. Automobile ads highlight the driving experience rather than just listing specifications of the vehicle. In online marketing, where brands and customers don’t interact face-to-face, it’s crucial to establish emotional connections through compelling content.

Loyal customers stick with brands despite flaws, because of this emotional bond. To stand out, businesses must focus on fostering such connections.

CC: What transitions have you observed in advertisements over the years?

In the 1970s, advertisements focused on families and collective decision-making, asking “What would be good for us?” Today, advertising is personalised, targeting individual needs with the question, “What’s in it for me?” Even food purchasing habits have shifted. Previously, families considered what everyone would eat, now individual preferences dominate.

In the B2B sector, consumer expectations have also evolved. Earlier, businesses were open to trying new products, whereas today, they demand, “What more can you offer?” This shift pushes brands to innovate continuously. The biggest change in marketing has been towards personalised strategies catering to individual needs.

"Earlier, films had about 15–20 minutes to establish their premise. Now, the hook must be immediate— within seconds or the audience loses interest. Whether it’s a film, presentation or an advertisement, capturing attention instantly is crucial "

— Santosh Gothoskar

CC: How has your experience in filmmaking helped you in marketing?

Coming from a filmmaking background, creative visualisation becomes second nature. This skill is invaluable in marketing, aligning content with a brand’s vision. Marketing needs a medium, and film is one of the most powerful. Without understanding its potential, creating effective marketing content becomes challenging.

A clear example of this was when I was asked to transform a paper presentation into a film. Instead of a 20–25 minute spoken presentation, we condensed the key points into a 5–6 minute video. This not only made the information more engaging, but also left more time for the Q&A session. The process required careful planning, deciding what to include and omit, which is where filmmaking expertise played a crucial role.

Overall, filmmaking is an essential component of marketing, used to create impactful content such as advertisements, presentations and promotional films.

CC: Where do you see the field of marketing in the next 5 to 10 years?

With rapid technological advancement, particularly AI, marketing is evolving at an unprecedented pace. The AI-driven tools are transforming the industry, enabling highly personalised ads and smarter customer targeting. Leveraging these technologies effectively will be crucial for staying ahead.

Traditional marketing relied on pamphlets and flyers; today, digital platforms and social media offer dynamic, far-reaching engagement. Consumers have more information than ever, making it essential for brands to adapt their communication strategies. The fundamentals of marketing will remain the same, but tools and methods will continue evolving with technological progress.

CC: Any advice for marketing students entering this field?

Understanding different communication mediums is essential, as flyers, brochures, images and videos, each create unique impacts on the audience. Marketing has evolved, incorporating digital tools, animations and AI-driven strategies. To succeed, you must grasp these fundamentals and strategically apply them.

For instance, when designing a logo, consider how it will appear across platforms, including videos and backgrounds. Being aware of marketing channels is crucial. It’s not just about knowing the basics, but understanding their practical applications.

Learn to leverage AI-driven tools for content creation, but more importantly, understand when and how to use them effectively. Mastering these aspects will give you a strong foundation in the ever-evolving marketing space.