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Somewhere between India and Bharat, a new world order has emerged. It’s younger, more aspirational, more willing to spend, and more accepting. It has also embraced technology.
It’s what we call a ‘new Bharat’, which is, as one marketer describes, “more about attitude than demography”. Consumers of the new Bharat keep up with trends, while being rooted in tradition. They take pride in their culture, and want brands to speak to them in a language that they understand. They want brands to solve their problems rather than telling them what to do.
How are brands, then, rising to the occasion? How are they building their strategies for a marketplace that is far more democratic than it was before?
Find out in Episode 9 of #HTBrandStudioLive, Season 2. It is a series that brings together some of the country’s top CXOs to share their insights into new themes in marketing and branding today.
The event is anchored by Rameet Arora, COO & Head of Digital Brands, HT Digital Streams.
Nimisha Jain (The Boston Consulting Group), Dheeraj Sinha (Leo Burnett India), Archana Aggarwal (Airtel India), Puneet Das (Tata Global Beverages Limited) and Nikhil Kakkar (Gold’s Gym India) are the five brand masters who feature in this edition.
Hosted in partnership with DMA Asia. Radio Partner: Fever FM
“Planning media for television is easier than planning for digital mediums,” says Mohit Joshi, Managing Director – India, Havas Media Group. “That’s because there are,....
#HTBrandStudioLive | More and more women are becoming entrepreneurs in India—in fact, of the 58.5 million entrepreneurs in India, nearly 14% are women. Yet, there....
#HTBrandStudioLive | “It’s not a question of digital v/s analog. It’s a question of how brands can combine digital and analog and measure the efficacy....
#HTBrandStudioLive | Planning media in the digital age comes with its own set of perks, what with marketers being able to connect with consumers in....
#HTBrandStudioLive | “Safety is our key differentiator,” says Ashim Gupta, Head-Consumer Communication, Uber India, while highlighting how the company strives to provide mobility solutions to....
#HTBrandStudioLive | B2B marketing has got a new lease of life in the digital era. Talking about the same, Geetu Bhatnagar, Head-Marketing, Oracle India, says,....
#HTBrandStudioLive | “Content providers have two major roles to play,” says Sukhpreet Singh, Corporate Head – Marketing, Dish TV & Watcho. “To continuously adapt to....
#HTBrandStudioLive | “A consumer wants a brand as much as a brand wants a consumer. Therefore, if somebody gives her the right information at the....
#HTBrandStudioLive | How do B2B brands measure the success of their brand campaigns? Manish Sinha, Chief Marketing Officer, STL, says, “It’s definitely easier in B2C....
#HTBrandStudioLive | Revolt Intellicorp is one of India’s newest electric motorcycle manufacturers. Roudra Bhattacharya of HT Brand Studio caught up with the company’s Chief Marketing....
Apple, Google, Microsoft, Amazon, Facebook—what’s common between these companies other than them being new-age technology companies? What makes them so unique and favourable? How do....
#HTBrandStudioLive | In the B2B world, the brand is synonymous with the company or the product. Increasingly, however, companies are realizing that they need to....
#HTBrandStudioLive | How do brands differentiate themselves through content? Bianca Ghose, Chief Storyteller, Wipro, says, “There’s too much mediocre content everywhere. People have very little....
#HTBrandStudioLive | “Our biggest endorsers are our members,” says Ramin Saherwala, Chief Marketing Officer, Mahindra Holidays & Resorts India Limited. “Because, when they share their....
#HTBrandStudioLive | Roudra Bhattacharya of HT Brand Studio recently caught up with Rajesh Kumar Jindal of UiPath. Among other things, they discussed the ethics of....
#HTBrandStudioLive | “Whether you’re a public speaker, or a brand looking to stand out in a cluttered world, there are two principles that matter for....
#HTBrandStudioLive | “While digital allows a two-way interaction with customers, it has also been overused by marketers to create intrusive content formats,” says Rubeena Singh,....
#HTBrandStudioLive | Building brand stickiness in a hypercompetitive world isn’t easy. How do companies, then, ensure that customers keep coming back to them? Tanvi Malik,....
#HTBrandStudioLive | “The internet has fuelled the aspirations of consumers in tier 2, 3 and 4 towns. This is clearly visible in their buying patterns.....
#HTBrandStudioLive | “Digital has allowed brands to talk to consumers as individuals, and not as a mass,” says Nimisha Jain, Managing Director & Partner, Boston....
#HTBrandStudioLive | “India is ready for what is called ‘Wave 3’, where the marketing story will be embedded in the product. Wave 3 is about....
#HTBrandStudioLive | “Today, engaging with consumers is no longer about creating an ad and letting that sustain for a year; today, it’s about moment marketing—were....
#HTBrandStudioLive | Millennials are leading the fitness revolution in India. What is that one thing that sums up their wellness routine? “Millennials like exercises that....
#HTBrandStudioLive | “Great agencies thrive on agility,” says Sidharth Rao, CEO and Co-founder, Dentsu Webchutney. “As you grow, you should be agile about the way....
#HTBrandStudioLive | “Journalism has been the biggest high of my life,” says Apsara Reddy, journalist and politician. “I have learnt so much about people and....
#HTBrandStudioLive | Too much of advertising is redundant; quality of content ceases to matter if a consumer is bombarded with ads. “Today, advertising is very....
#HTBrandStudioLive | “Go where the user is, which is why we fully leverage social media,” says Priyanka Gill, founder & CEO, POPxo. Gill also talks....
#HTBrandStudioLive | When it comes to ROI, what should marketers look at while evaluating their content? “Engagement is the correct metric for understanding the efficacy....
#HTBrandStudioLive | Marketing to kids is a totally different ballgame. But, is there a rule of thumb? “It’s all about keeping it fun,” says Mandar....
#HTBrandStudioLive | “The way to retain market share is to keep a tab on consumer preferences. Because, that determines the products you bring in, the....
#HTBrandStudioLive | “There are three things that people look for in co-working spaces,” says Amit Ramani, Founder & CEO, Awfis, “accessibility—I should get it when....
#HTBrandStudioLive | “Big ideas are built on insights, and insights come from immersing yourself in the life of a consumer,” says Dilen Gandhi, Senior Director....
#HTBrandStudioLive | Did you know that Nitesh Tiwari, the man behind the blockbuster ‘Dangal’, worked in advertising for 17 years? In this freewheeling chat with....
The last few years have witnessed a massive change in the workplace preferences of the Indian workforce. There has been a revolutionary shift from traditional....
#HTBrandStudioLive | At a time when most healthcare brands are concentrating on urban India, MyUpchar has taken a different route. This leading online multilingual health....
#HTBrandStudioLive | “The idea of fitness, which was once restricted to only a handful of people frequenting the gym, has changed,” says Sameer Maheshwari, Founder,....
#HTBrandStudioLive | “Indians may not be as health conscious as they should be, but there’s definitely been an improvement from what the situation was a....
#HTBrandStudioLive | How will the hospital of the future look like? Mohan Menon, VP-Head of Marketing & Digital, Max Healthcare, says, “It will be very....
#HTBrandStudioLive | Is the quality of healthcare services provided in tier 2 and tier 3 cities on a par with metros? According to Marut Setia,....
#HTBrandStudioLive | “For a brand, going digital is not the fashionable thing to do; in fact, it is the right thing to do,” says Pankaj....
#HTBrandStudioLive | What has changed in marketing, and what has not? Subhrangshu Neogi, Managing Partner, C-Box Advisory, says, “Creativity and messaging styles remain the same,....
#HTBrandStudioLive | Authenticity is the first thing that a brand looking to grow on a digital platform should adopt, says Amit Sarda, Managing Director, Soulflower.....
Prevention is better than cure – this age-old cliché is quite generously thrown around, but do we really know what it means? Do we really....
#HTBrandStudioLive | Personalisation is the next big thing in marketing, says Sumeet Singh, Group CMO, Info Edge, adding that, “The idea is to shorten the....
#HTBrandStudioLive | What are the key characteristics of a millennial woman? “She is discerning, well-aware, and has high expectations from brands, even those that she....
#HTBrandStudioLive | “You might need a cab when you want to commute, but when you want to drive, you’d want a car.” Sudeep Narayan, Director-PR....
#HTBrandStudioLive | “Wearable technology has great potential in India, known for being the diabetes capital of the world. It has the potential to transform sedentary....
#HTBrandStudioLive | “Any kind of digital transformation entails a massive cultural transformation,” says Apurva Chamaria, Chief Revenue Officer RateGain, adding that, “In that regard, traditional....
#HTBrandStudioLive | “Digitisation has brought us closer to our customers. It has helped us innovate. But it has also increased the pressure that we have....
#HTBrandStudioLive |“Digital has enabled quick and easy sharing of stories. However, in the process, brands should not forget to stay true to their purposes,” says....
#HTBrandStudioLive | Sanjiv Kapoor, Chief Commercial Officer at Vistara, highlights what’s common between the US, Indian, and Chinese airline markets and also what’s different. “Although....
#HTBrandStudioLive | The role of the CMO has significantly changed in the last few years. What are some of the challenges in regard to the....
#HTBrandStudioLive | Across the world, experiential travel has become a huge trend among millennials. Aditya Agarwal, SVP & Head of Corporate Strategy, Cleartrip, tells us....
#HTBrandStudioLive | Not all content can be used on every social media platform. Know about the best practices from award-winning viral video marketer Aashish Chopra.....
#HTBrandStudioLive | Ever heard of the XSEED method of learning for schoolchildren? Atul Pokhriyal, Vice President Product, XSEED Education, explains in this video. Among other....
#HTBrandStudioLive | “Purposeful brands are like bamboo trees—they may take a little long to gestate, but once they are seeded, it’s very difficult to uproot....
Brands need to stop thinking of CSR as a cost that sits separately, says Seema Bansal, Partner and Director, BCG Social Impact Practice in the....
More and more consumers are wanting to see brands as an extension of themselves, says Vijay Sharma, Head – Emerging Markets Acceleration Team, GSK Consumer....
“It is possible to think of a purpose first, and then build a successful business around it,” says Debasis Ray, Head-Public Affairs & Spokesperson, Tata....
The Scale-up Programme, which is offered by the Marico Innovation Foundation (MIF), has helped many a young company to overcome crucial business bottlenecks. Know more....
One of the biggest developments in the media and entertainment industry has been the evolution of consumer behaviour, says Rana Barua, CEO, Havas Group India.....
Liquor brands have traditionally targeted only men. However, with a spike in consumption among women, many marketers are becoming gender-neutral in their communication approaches. Know....
Women’s intimate wear is one product category that has always been riddled with misinformation. The scenario, however, is changing, with consumers becoming more aware and....
The problem with social media is that it has become an impersonal space, says Malini Agarwal, Founder and Creative Director, MissMalini Entertainment. She also emphasizes....
Are you active on social media? Of course you are! (And, if you aren’t, more power to you!) So, what images does the word ‘influencer’....
The general narrative in the media today is that social commerce is the future of ecommerce. Probably true. But social commerce is also a predecessor....
‘Conceive, perceive, act’. These are the top three things that budding marketers should keep in mind, says Sharad Gupta, Chief Communications Officer – Corporate Marketing....
Writer and director Ashwiny Iyer Tiwari talks about tackling clichés in filmmaking. According to her, creators should experiment more with their storytelling formats and come....
“The quality of an idea, the IP attached to it and the vision of the founder(s) decide how successful a start-up is going to be”.....
“You have to pay attention to business metrics and you have to pay attention to what your consumer audience’s behaviour and needs are”. Shireesh Joshi,....
‘As we move more and more towards a cashless society, everyone will have the need for a product like ours’ says Sujatha V Kumar, Head....
In healthcare, you can’t offer solutions piece by piece. You have to offer integrated solutions, says Tanmay Saksena, CEO, 1mg. Saksena also talks about the....
Uma Talreja, Customer Care Associate and Chief of Marketing & Customer Officer, Shoppers Stop Limited, has plenty of facts to share about the new-age Indian....
Jiten Mahendra, Senior Vice President Marketing, Max Fashion India, talks about omni-channel marketing. Among other things, he points out how it’s a myth that customers....
Subscription businesses started booming a couple of years ago. From new-age technology products and services to traditional products such as vegetables, groceries and milk, everything....
Recent years have seen many brands turning to experiential marketing or marketing that enables consumers to immerse themselves in a product. Know more about this....
The designs of the future will be inspired by the thoughts of the present generation, says Puneet Anand, Senior General Manager & Group Head (Marketing),....
Conversations about money need to start early in life. Only then will we be able to make India more financially literate, says Anjali Malhotra Nanda,....
“Be authentic, be progressive.” These are the two things brands should keep in mind when communicating with kids, says Pankaj Rana, Divisional Head – Mobility....
Don’t market something to children that is not meant for them, says Pooja Baid, Director Marketing & Business Head, Health & Wellness, Philips India. She....
The chances of a native ad being viewed by a user are 50% more than that of a display ad, says Sunil Gupta, Managing Director....
Jeff Ray, global CEO of video-hosting service Brightcove, talks about video as the most effective communication tool across cultures, Brightcove’s role in the market and....
You can’t create viral content from day one, says Rachit Hirani, founder of MotorOctane. Hirani also highlights how an influencer should not only think from....
Bishwajeet Samal, Head of Marketing, Volkswagen Passenger Cars, gets talking on the importance of influencer marketing and why brands in India should take regional content....
For brands investing in content marketing, here’s one way to tell if your campaign has been successful—it needs to have sparked conversations. Know more about....
Navin Khemka, CEO, MediaCom-South Asia, speaks to HT Brand Studio’s Rajat Arora about the rise of digital media in India. According to him, digital media....
Exciting, maddening, and chaotic are the three words that best describe the future of OTT platforms in India. Hear more about this from Akash Banerji,....
Online knowledge platform Quora recently launched versions in three regional languages, which include Marathi, Bengali, and Tamil. Know more about this initiative from Gautam Shewakramani,....
Not all purpose-driven marketing techniques are authentic, says independent marketer Vani Gupta Dandia. They are authentic when they are tied to the brand’s own purpose.....
Do leagues work for all kinds of sports? They don’t. Jose Antonio Cachaza, Managing Director, LaLiga India, explains why. He also has tips for sports....
Branded content works well with young audiences, says Snehil Gautam, Group Head-Marketing & Growth, Housing.com. Tune in to this interview, where Gautam explains how his....
‘Me time’ now means ‘screen time’ on the mobile phone, says Amer Jaleel, Group CCO & Chairman of the Mullenlowe Lintas Group and an advertising....
With a user base of 15 million, India’s women-only platform Sheroes is going from strength to strength. Hear more about its journey from its founder....
Out of every 10,000 patients in India, only seven can be accommodated in hospitals, says Piyush Bhargava, Chief Marketing Officer, Nightingales Home Health Services. Bhargava....
Has brand communication in the digital era significantly changed? It sure has, says Venkat Mallik, Co-founder and Chief Strategy Officer, Tidal7 Brand & Digital. According....
Shankar Jadhav, Managing Director, BSE Investments Ltd, outlines how trust is built in the financial services sector. He also talks about the ways in which....
If you are a financial services brand, then your biggest quest should be to educate your customers. Hear more about marketing in the financial services....
It is a known fact that technology gives access to information, entertainment, new markets and new ways of thinking for men and women alike. Yet,....
Someone asked me recently: how does tech need to empower marketing? And, that set off a train of thoughts that were the antithesis of that....
Amit Sarda, Managing Director of Soulflower, presents the various innovative ways in which his brand has utilised and analysed client data and how it has....
The digitisation of the retail industry has resulted in wider choices for customers, thereby making them smarter. Srinivasa Rao, Senior VP of Marketing at Lifestyle,....
The prestigious CFA Institute has members from all around the globe. Hear the India Country Head Vidhu Shekhar talk about the institute, the salient features....
How has Amante been able to break through the decades of stereotyping that plagues the marketing of lingerie as a category? Smita Murarka, Head of....
In a conversation with HT Brand Studio’s Rajat Arora, Jyoti Kumar Bansal, CEO of PHD India, talks about the role of technology in boosting creativity,....
How does a brand stay ahead of an audience that stays ahead of the market? Rajshree Bakshi, Senior VP- Marketing, Reliance Industries Limited breaks down....
The massive rural population of India takes pride in its local languages, so it only makes sense to create content that caters to them. Divya....
OTT platforms are increasingly betting big on regional content. According to Manav Sethi, Group CMO of Eros International PLC, it’s because audiences love stories that....
Tata Tea’s ‘Jaago Re’ campaign effectively raised awareness about various social issues. Hear more from Mahesh Israni, Business Head – New Ventures at Tata Global....
Several companies use CAE Software to predict the behaviour of products through engineering simulation software. Kaustubh Nande, Director – Marketing at MSC Software is part....
When capital-intensive industries need to be upgraded, the process can be expensive. Srihari Gopinath, Director- Marketing at Hewlett Packard Enterprise, explains the role of digital....
“Good advertising drives attention, great content marketing drives motivation”. With this philosophy in mind, Roshni Das, Director- Marketing at Intel India strives to motivate businesses....
Artificial Intelligence and automation will define the marketing landscape this year, says Rajesh Kumar Jindal, Vice President & Head of Marketing (India Region), UiPath. According....
Hear Veetika Joshi Deoras, VP-Brand and Strategy, IHCL, speak about how Artificial Intelligence (AI) can benefit businesses. According to her, AI should be adopted for....
A lot of Big Data is ‘noise’, says Ajay Row, Partner-CRM, Martech and Data, DAN Network. Therefore, implementing a Big Data strategy successfully is dependent....
One of the biggest challenges in the financial services sector is that brands often market mutual funds as short-term products, when, in fact, they are....
Many consumers find it difficult to comprehend financial products. How then do brands overcome this bottleneck? Sharad Mathur, Head of Sales & Distribution, SBI General....
One of the biggest advantages of digital marketing channels is that they allow brands to have two-way conversations with consumers. As a result, companies can....
Of the many millennial-centric campaigns today, one that particularly stands out is HDFC Life’s #YoungAndResponsible. Hear more about it from Pankaj Gupta, Chief Marketing Officer....
Digital transformation is essential for all businesses today, highlights Subhrangshu Neogi, Chief Commercial Officer, UPES. According to him, digital is both scalable and measurable, thereby....
Today, a lot of content is held back due to the fear of backlash, says Agnello Dias, Creative Chairman, Dentsu Aegis Network, and Co-founder, Taproot....
Despite being a late entrant, Axis Bank has created a huge impact on the Indian banking industry. A case in point is the #ExperienceAxis campaign,....
This is the era of hypergrowth brands—the market today is teeming with great opportunities. It also has its own set of challenges. There has been....
If brands want to attract millennials, they must speak their language, emphasizes Vishwajeet Parashar, Group Marketing Head, Bajaj Capital. Parashar also highlights how digital mediums....
Did you know that the voice of a customer can be used to project the claims ratio in the insurance sector? Yashish Dahiya, Co-founder &....
Shaji Varghese, Executive Director and Business Head, PNB Housing Finance Limited, outlines how the company has benefited with the adoption of digital technologies. As per....
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Consumers often tend to overlook the importance of health insurance, says Anika Agarwal, Senior Vice President and Head-Marketing, Digital and Direct Sales, Max Bupa Health....
Most people find financial products difficult to comprehend. How are financial services brands reaching out to consumers then? Ajay Kakar, Chief Marketing Officer, Aditya Birla....
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If you want your content to go viral, make sure that it has an element of surprise in it, says Gopa Menon, Executive Vice President,....
Brands must create content that customers can instantly relate to, says Chaaya Baradhwaaj, Founder & Managing Director, BC Web Wise. Baradhwaaj also talks about workplace....
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Do marketing campaigns in India adequately capture the needs and aspirations of women? Not really, says Rutu Mody-Kamdar, Founder and Managing Director of Jigsaw Brand....
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Women today are not just looking to buy the benefits of a product; they are also looking to buy the character or the purpose that....
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When we think of women-centric digital content platforms in India, POPxo is one brand that immediately stands out from the rest. The fact that it....
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Unlike other countries, insurance in India is viewed as just another investment tool, and not as a means of protection, says Anjali Malhotra Nanda, Chief....
Video is the marketing buzzword of today, but what does a brand do to go beyond the realm of video content? Praveen Rao, General Manager....
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Tarun Garg, Executive Director- Marketing & Logistics at Maruti Suzuki, tells Priyanka Mehra how a legacy brand is leveraging digitalization to get closer to its....
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How does a beer brand work around the challenges of advertising restrictions on alcoholic products? Sandeep Singh, Director- Marketing and Alternate Channels at Bira 91,....
Ever wondered how technology is shaping the event management industry? Sandeep Nagpal, Vice President and Head of Marketing, Cvent, highlights some exciting trends. HT Brand....
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Today, India is at the forefront of fintech innovation, says Daman Soni, CMO, Wecash. To know more about what’s happening in this sector, tune in....
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At a time when a majority of consumers are showing an increased preference for regional content, how do brands ensure that they don’t fall behind....
How does a brand simplify a product that otherwise appears complex to consumers? Take a cue from Punit Dharamsi, Vice President-Marketing and Investor Education, AMFI,....
The Honda Activa practically led a scooter revolution across India. Hear more about it from Yadvinder Singh Guleria, Senior Vice President- Sales and Marketing, Honda....
Artificial Intelligence and voice-enabled technology will go a long way in empowering the world, says KV Sridhar aka Pops, Founder and Chief Creative Officer, HyperCollective.....
With the growth of technology, companies are finding newer ways to empower their customers. Namrita Mahindro, Senior General Manager, Mahindra & Mahindra, highlights a few....
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Karthik Nagarajan, Chief Content Officer, Wavemaker, sheds light on how brands can leverage the potential of influencers to create sustainable campaigns over a long period.....
The mobile handset industry in India is extremely cluttered. In such a scenario, how does a brand like Panasonic set itself apart? Pankaj Rana, Divisional....
Today, Vistara is one of the leading airlines in India. Solomon Wheeler, its Vice President-Head Marketing, tell us how the brand strives to build a....
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At a time when industries of all kinds and sizes are making technology a priority, Megha Tata, CDO of BTVI, talks about the need for....
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Always wondered how brands involve consumers while planning campaign? Kedar Apte, Vice President- Marketing at Castrol India, gives you some fascinating insights. HT Brand Masters....
Artificial Intelligence is changing the world. But what are the key things that marketers should keep in mind about this rapidly evolving technology? Prasad Rai,....
Today, there are more than 2 million monthly searches for mutual funds on the Internet, says Balaji Vaidyanathan, Deputy Head- Marketing, Franklin Templeton Investments. The....
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Native advertising has historically been highly effective—both for marketers, as well as publishers. This collaboration helps create an engaging dialog that speaks to potential customers—using....
There is no denying the fact that technology has changed businesses forever. And when it comes to the realm of marketing, there has been a....
When I was studying marketing, I came across Philip Kotler’s 4 Ps of brand building. As I progressed in my professional career, I tried to....
Artificial Intelligence (AI) is a buzzword in almost all industries today. But how exactly do marketers benefit from it? Is it true that AI can....
If I have a dollar for every time the words Big Data, Machine Learning and Artificial Intelligence were mentioned in sundry Monday morning meetings and....
When customers buy, they want to behave like they would in their normal lives. Many of us today prefer having conversations with colleagues and friends....
Internet of Things (IoT) promises to bring about a world wherein all objects are interconnected, helping bridge the gap between technology and comfort. According to....