Rajat Rathod - Never Ever Give Up (D.G.M. Corporate Sales & Marketing at Shri Bajrang Power and Ispat Limited)

 Marketing has been revolutionized by the internet in the last decade. The transition from conventional channels such as newspaper, television, radio and flyers where the focus was on mass marketing to target individuals based on their specific needs has been a game changer. The Pandemic has also affected the decision-making process and the way organizations are focusing on marketing their products and services.

1. Tell us about your background and journey.

I come from a typical middle-class family from Raipur Chhattisgarh. I started working while I was doing my graduation and after graduation, I moved to New Delhi and started working in the top BPOs such as American Express, Barclays Shared Services, Convergys, and so on. 

My journey has been a roller coaster ride since the beginning. From leaving my MBA mid-way to working with top executives of the world while working for a consulting firm, I have seen it all. Right now I am working for one of the biggest steel producers in Central India handling Corporate Sales & Marketing along with Liaisoning.

2. What has changed about marketing in the last decade and what will be the future according to you?

Marketing has been revolutionized by the internet in the last decade. The transition from conventional channels such as newspaper, television, radio and flyers where the focus was on mass marketing to target individuals based on their specific needs has been a game changer. The Pandemic has also affected the decision-making process and the way organizations are focusing on marketing their products and services.

Various new marketing techniques have evolved, such as Social Media Marketing where organizations use various platforms like Instagram, LinkedIn, Facebook, and Twitter extensively to target audiences and influence their behavior. The best part of using this strategy is that it is low-cost and has a high response rate. Personalized Email Marketing is another tool where organizations are adding value by educating their target customers about their products and services. Search Engine Marketing is another tool extensively used by organizations. Based on target customer searches, various advertisements based on their searches are targeted at them which have very good content and that also influence their decision-making process.

From mass advertising to individual-specific targeting, marketing has come a long way and is still evolving with tools like AI, Augmented Reality, and Virtual Reality with the help of high bandwidth networks. Algorithms will analyze data from customer interactions on websites, emails, social media platforms, and other channels. These insights can then be used to deliver highly targeted messages directly to the intended audience. The result of this enhanced personalization is increased engagement with customers across all digital channels.

3. How do you gauge recall of your creative ads or in-stadium displays and activities? More importantly, how do you assess whether your brand was correctly linked to your ads and activities?

Our creative ads have always struck a chord with the viewers. From themes such as “Totka” to the current Theme “Sambhal Lenge,” our ads have focused on Indian traditions and thought processes. And these ads have received very good responses from the target audience. At the same time, we are able to build the trust of our target customers by sending a message that tells about the quality of our product.

The Totka Ads focused on the superstitions people follow to keep themselves/houses safe, such as a Black earthen pot on top of the house or Lemon and Chillies hanging in front of the shop or homes to wear rings on the fingers with various stones. Almost every Indian could relate to these Totkas. Similarly our latest Ads for IPL where the theme is “Sambhal Lenge”, we focused on the inner strength of the structures that you achieve using our products with the help of Rajasthan Royals players. This again connects with the target audience very easily.

4. How do you measure if your brand perceptions and imagery were enhanced during the IPL and how much of it was due to the various IPL activities that you conducted? 

Of course, when you collaborate with a franchise as big as the IPL and a team like Rajasthan Royals, a team that is doing pretty well in the Tournament for the past couple of years, you do get good recognition at the national level. The placement of our Logos along with the color makes it easy for the viewers and the audience to recognize our brand. 

It not only makes our Brand in the markets we are already present stronger but also helps us to get into new markets. The association with IPL started a few years ago when Delhi Daredevils made Raipur their 2^nd Home Ground other than Delhi. Our brand was the lead sponsor for the Raipur venue and that made our brand go national.

 

5. Do you feel it is important to gauge whether recall of your brand is impacted by the performances of your team? How do you achieve this currently? 

The performance of our team has definitely impacted our brand recall. Last year our team went to the playoffs which gave us more airtime. Our dealers also reaped the benefits of the partnership as they were able to tell their prospective clients about the sponsorship deal with the team. 

This made people believe that we are really a strong Brand and that our products are as good as we claim.

6. Which is your favorite book and why?

Well, I am not much of a reader but being a sportsman myself, I really liked the Autobiography of the former world No.1 Tennis Player Andre Agassi titled Open. 

The book details his struggles and successes on the way to self-awareness and balance while he was also trying to handle the constant pressures and difficulties that came from being one of the best tennis players in the world. How he once hated the sport and how from there he became the number 1 player in the world. Very inspirational.

7. What is your greatest life lesson so far and a piece of advice that you would like to share with future marketers?

The greatest lesson I have learned in my life is to never give up. There have been many ups and downs in my life but I never gave up. Life is not easy and if you keep pushing you will eventually get there. Always keep your eyes and ears open and try and learn new things. 

It could be anything. Always play some sport, it helps not only in physical fitness but mental fitness as well. NEVER EVER GIVE UP.

Brief Bio:

Experienced professional in Marketing with a demonstrated history of working in various industries. Skilled in Analytical Skills, Sales, International Business, Customer Relationship Management (CRM), and Market Research. Strong business development professional with a BBA focused on Marketing from St. Vincent Pallotti College (Pt. Ravishankar Shukla University).

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Interviewed By - Aarya Gode