In that sense, digital has played a leap forward in terms of how a brand communicates with the consumers, engages with the consumers.
Three takeaways worth carrying forward.
- 01
Would you like to cite what are your top three marketing case studies, brand campaigns globally as well if you could include something that you say oh my god wow this is amazing.
- 02
How has marketing, the paradigm of marketing kind of changed given, you know, the quantum leap we've taken in India when it comes to digital, AI, you know, voice, etc.?
- 03
And in the digital era, as life has changed in the last 10 to 12 years, I think you speak to the consumer and not upon the consumer.
Connected to the DMAasia operating frame.
Proof
This episode connects brand purpose to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects brand purpose to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects brand purpose to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects brand purpose to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects brand purpose to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If brand purpose is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT987 words
In 2007, 12-13 years back, it was the first brand which took up a social cause. How has marketing, the paradigm of marketing kind of changed given, you know, the quantum leap we've taken in India when it comes to digital, AI, you know, voice, etc.? If I was to look at the pristine definition of marketing, one thing which has not changed is the fundamentals of marketing. You know, you need to understand your consumer well, you need to be relevant to the consumer at any given point of time. So in that sense, marketing has not changed.
Albert, how has it changed in terms of delivery? It was, in a sense, a one-way traffic with the consumer. The brands, in a sense, if I was to use the right word, spoke upon the consumer and not to the consumer. And in the digital era, as life has changed in the last 10 to 12 years, I think you speak to the consumer and not upon the consumer. It has become a two-way communication. It is important in today's context to be relevant to the consumer in any sphere of product categories that you operate upon to listen to your consumer.
But even listening is not enough today. Right. You need to listen and to act. Right. In that sense, digital has played a leap forward in terms of how a brand communicates with the consumers, engages with the consumers. Right. So what are some of the new innovations we can expect from TGBL stable on that note? We are primarily into the tea and coffee business apart from water where we have a JV with Narishko. Let me pick up two examples from our global businesses. One is a brand called Super Green in Canada. Okay.
The insight of this brand was Canadians take a lot of vitamins as supplements on a daily basis. Okay. Yeah. And tea, in a sense, is a natural carrier of these vitamins and it is the largest consumed beverage. We sort of created the super teas which has infusion of these vitamins into the tea. That's one innovation which is working well in Canada. Let me pick up one more example which is getting in the market and it's there in the UK. It's called the cold infusions. Now, if you look at the UK market, tea as a category is declining.
Consumers today are having breakfast on the go. They're picking up or grabbing up a cup of coffee and all this stuff which is leading to an overall decline in the tea category. More so in the category in which we operate which is the black tea. There was a consumer insight done. One big finding which came out of there was as the consumers were becoming more conscious about sustainability, people had stopped buying bottles of water from outside. They would carry their own water. Right. Now, the water was not tasty.
It has a high dose of calcium over there and hence they would add additives like cucumber, mint and all this stuff to make it tasteful. I think this was an insight which was beautifully picked up and we launched something called this cold infusions. These are essentially herbal and fruit infusions which are added into the water. These are slow brewing products and they are meant for normal water stroke cold brew. I think these are two big innovations which are there in our global portfolio.
Would you like to cite what are your top three marketing case studies, brand campaigns globally as well if you could include something that you say oh my god wow this is amazing. Let me pick up one example of this kind which has sort of created an impact on everything that we do and relevant to the global consumers today. Which is this entire concept of dirt is good from my erstwhile company Unilever. Yes, yes, of course. The insight in that was parents were wary about getting their kids out in the open.
Surroundings, the environment around is polluted and hence children also because of the new age digital era remained indoor. How do you get them out? And that's why this entire campaign of dirt is good came into existence. I think it's a beautiful example of picking up the relevance of a theme and bringing it alive through your brands. Let me pick up a couple of local jewels. Let's look at my own company today. Tata Global Beverages. Tata Global Beverages. Tata Global Beverages. Tata Global Beverages. Tata Global Beverages. Tata Global Beverages.
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