I come from a middle-class family, where my father served in Indian Air Force. So, studies across different parts of the country and different kinds of schools. I am proud of being a Defence kid as the amount of exposure you get as a kid is just unexplainable. I did my graduation from Delhi University with, a B Com (Hons), and finally MBA in Marketing. My first ambition was to become a pilot, so pursued flying initially but then got diverted to the “trended” word at that time called MBA, so here I am …the marketer for the last 20 years almost. Started my work journey at IMRB (also called the Research University of India) in an eTech division.
My experience involves domains of marketing, consulting, and consumer insights from various sectors including telecom, emerging technology, real estate as well and FMCG. Proud of working closely with Mukesh Ambani and being a part of launching Jio, JioPhone, and JioMart which are still some of the biggest technology brands in the country as well as big initiatives on e-commerce have helped her grow in the industry.
2. What has changed about marketing in the last decade and what will be the future according to you?
Marketing has evolved big time and currently, it’s all MarTech, integration of technology into marketing. The internet has played a significant role and created multiple consumer touchpoints that did not exist earlier. Traditional media still stays most relevant, but additional nodes can also be leveraged to communicate with consumers.
But there is a flip side to it too, a single mistake can result in a blunder due to the “instant” communication platform and therefore put pressure on brands to stay cognizant of consumer sentiments at each and every touchpoint.
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?
In current times, there are multiple methods of evaluating campaigns using technology as well as traditional research. Techniques like video analytics can assist you in gauging the noticeability of in-stadium displays etc whereas consumer interviews (exits or online) can help do creative diagnostics too.
These market research tools help brands assess the impact of campaigns on sales as well as brand imagery. The intervention of technology in market research has helped to do these real-time, while the consumer is in the stadium and watching it. The increasing penetration of smartphones has only fostered this “instant consumer insighting”. too.
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?
Many organizations do brand health tracking to assess the impact of any campaign by doing pre- and post-campaign analyses. The online surveys and consumer face-to-face interviews can somehow exclude the impact of the campaign during sports events vs otherwise.
There are syndicate studies that are done during big sports events to assess the brand performance and impact of imagery.
5. Which is your favorite book and why?
I am not a fiction reader much. I prefer reading magazines, and factual books.
One of my favorite books is “Prisoners of Geography” which showcases the impact of just geography on overall international affairs. It covers geopolitical contexts and situations in some critical regions of the world that are still fighting for some particular piece of land, water, etc.
The most interesting explanation was Russia's annexation of Crimea based on Russia's need to retain access to warm-water ports and China's actions in Tibet to enforce its border with India.
6. What is your greatest life lesson so far and a piece of advice that you would like to share with future marketers?
Never miss the “relevance” part in marketing, even if it’s a technology brand or product we have to emphasize “human impact” on it and not just boast the product. Every brand needs to show its relevance in consumers’ day-to-day lives.
It’s the humane side of marketing that is not to be missed at all. As a brand, we have a big responsibility towards the community now, as consumers expect a lot of work in the social cause from leadership brands and hence a more significant role and duty to play now.
Brief Bio:
My Strengths include:
- Analytics and Data Monetization
- Business development and building revenue for the company through aggressive business development (Strong credentials to prove it)
- Passionate people person
- Maintaining long-term client relationships and development
- Building expertise in the team and developing them through leadership
- Data monetization, New Retail, and New commerce
Sectorial experience: Telecom, Internet, IT, Real estate, Retail, FMCG, Alco-beverage, Banking & Finance, and more.
Interviewed By - Aarya Gode
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