Rajarshi Banerjee

𝗕𝗿𝗮𝗻𝗱 𝗺𝗲𝗲𝘁𝘀 𝗕𝗼𝗹𝗹𝘆𝘄𝗼𝗼𝗱: Brand partnerships and placements in Bollywood have become a classic strategy, blending cinematic magic with commercial prowess. From Coca-Cola’s seamless placements in Taal to ICICI’s presence in Baghban and trendsetting brands like Mokobara in Crew, Bollywood has proven to be a fertile ground for brand stories. 𝗣𝗲𝗿𝗸𝘀 𝗼𝗳 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗶𝗻 𝗺𝗼𝘃𝗶𝗲𝘀: 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: With minimal distractions, moviegoers are fully immersed in the story, providing a captive audience. 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻: Movies offer a golden opportunity for brands to bond with audiences on an emotional level, keeping their attention for a solid 1.5 to 3 hours. 𝗖𝗲𝗹𝗲𝗯𝗿𝗶𝘁𝘆 𝗛𝗮𝗹𝗼 𝗘𝗳𝗳𝗲𝗰𝘁: When a celebrity endorses a brand, it amplifies the promotion, leveraging their star power. 𝗔 𝗥𝗲𝗴𝗮𝗹 𝗔𝗳𝗳𝗮𝗶𝗿: 𝗧𝗮𝗻𝗶𝘀𝗵𝗾 𝗮𝗻𝗱 𝗝𝗼𝗱𝗵𝗮 𝗔𝗸𝗯𝗮𝗿 Among all these brand and Bollywood collaborations, Tanishq’s partnership with Jodha Akbar stands as a shining example. The film provided a majestic backdrop for Tanishq’s stunning jewelry, perfectly matching the film’s narrative. The cherry on top? The regal role was played by the former Miss World herself, Aishwarya Rai. Tanishq didn’t just showcase its exquisite craftsmanship; it embarked on a journey of creativity. Two hundred artisans dedicated 600 days to craft the 400 kg of gold and precious stones used to recreate the grandeur of Mughal-era jewelry. The intricate process involved deep research into Mughal and Rajput motifs, including studies of 16th-century miniature paintings, private collections, and the Akbarnama. This grand effort beautifully reinforced Tanishq’s brand promise of “revitalizing tradition.” The result? A breathtaking collection named “Jodha Akbar,” featuring 400 products at various price points, translating into an astonishing profit line worth INR 250-300 Crore (INR 2.5 Billion). In this Bollywood magnum opus, Tanishq didn’t play a sidekick or an extra; it took center stage and shone brightly. Do you know of other brands that have taken the lead role in movies? Share your stories in the comments! #tanishq #titan #jodhaakbar

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In a market defined by its diversity and dynamism, India's FMCG and tech durables sectors are rewriting the rules of growth in the Asia-Pacific region. As the only country in the region to achieve consistent double-digit sales growth, India is a testament to the power of modern trade channels and the evolving consumer landscape. With nearly 40% of FMCG sales and 30% of tech durables sales coming from premium-plus segments, it's clear that Indian consumers are not just buying products—they're investing in quality, experience, and value. Festive periods continue to be a key driver, contributing significantly to incremental sales. The shift towards premiumisation, coupled with the growing popularity of smaller pack sizes, reflects a nuanced understanding of consumer behavior—where convenience, affordability, and indulgence coalesce. For marketers, the opportunity lies in tapping into these evolving preferences, leveraging festive moments, and embracing the rise of private labels and small players that are redefining the competitive landscape. The future is bright, and the time to innovate is now. #FMCG #India #ConsumerExperience #Behaviour

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This would be a great session! Thanks for the opportunity Juno School of Business ! Do learn all about the concepts covered in my recent launch "The Practical Marketer" which is now available for Pre order on Amazon. #thepracticalmarketer

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“MEASURE WHAT YOU TREASURE” is something that I really believe in and hence I keep repeating it quite often. In the latest episode of CoBB | Conversations on the Business of Brands, Sharavana came up with a logical extension to this appeal and spoke about different types of data points/ measurable and how they should be used. If you want to use data the right way, listen to our latest episode. Links in the comments 👇🏻 TL; DL (Too Long, Didn’t Listen) - 1. Understanding the context & requirement is paramount to know which data to measure and how to use it 2. Differentiate between - historical record, snapshot and forecast 3. Remember - not all metrics were created equal 4. Keep listening to COBB 😀

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5 BUZZWORDS that will be used less often henceforth in investing (Hopefully ;)   5. MULTIBAGGERS ✖ (Remove plurals, there are no free lunches) 4. HEADWIND / TAILWIND ✖ 3. FIN - Financial Independence Number or xx% Rule ✖ 2. COAST FIRE ✖ Want to retire early? Work even harder   And last but not the least:   1.  PATIENCE ✖ If you have this now onwards in Real Estate, the no-indexation rule will slew you 😉    Do add more to the list ;)   #Budget #India #FinancialDependence

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Impact of AI on Human Psychology, elucidated with examples from our day to day life activities. *Personalization* 🎯 - AI-driven personalization can enhance consumer experiences, making them feel understood and valued. - Example: Amazon's product recommendations based on purchase history and browsing behavior. *Influencing purchasing decisions* 🛍️ - AI-powered recommendations and chatbots can sway consumer choices, sometimes unconsciously. - Example: A chatbot suggesting additional products to buy, like "Frequently Bought Together" on Amazon. *Building trust and loyalty* 🤝 - AI-driven customer service and support can foster trust and loyalty, but relying solely on AI may lead to a sense of detachment and lack of human connection. - Example: A company using AI-powered chatbots to provide 24/7 customer support, but also offering human customer support for complex issues. *Changing consumer behaviors* 📊 - AI-powered tools like voice assistants and mobile apps reshape consumer habits, making it easier to compare prices, find deals, and make impulsive purchases. - Example: Using Siri or Alexa to order products or find nearby stores. *Raising privacy concerns* 🚫 - AI's use of consumer data raises concerns about surveillance capitalism, data misuse, and the erosion of privacy, leading to increased vigilance and skepticism among consumers. - Example: Facebook's Cambridge Analytica scandal, where user data was harvested without consent. *Creating the illusion of control* 🎩 - AI-driven interfaces can make consumers feel in control, even when AI is driving the experience, leading to a potential disconnect between perception and reality. - Example: A streaming service recommending content based on viewing history, making users feel like they're in control of their viewing experience. *Enhancing customer experience* 😊 - AI-powered sentiment analysis and emotional intelligence can help businesses better understand and respond to consumer emotions, leading to improved customer satisfaction. - Example: A company using AI to analyze customer feedback and respond with personalized solutions. *The impact on human relationships* 👥 - Over-reliance on AI may lead to decreased human interaction, potentially affecting social skills, empathy, and emotional intelligence. - Example: A person relying solely on AI-powered chatbots for customer support, rather than interacting with human customer support agents. By understanding these effects, businesses and individuals can harness AI's potential while minimizing its negative consequences on consumer psychology.

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It is coffee’s aroma that precedes the taste when it comes to coffee purchase decision. Playing precisely on this factor, Tata Coffee , in association with The Times Of India and Blinkit, has delivered an ‘aromatic’ full-page print ad to millions of TOI readers this morning. While this innovation is not new, but it has been rare in the recent times of print advertising. Amongst many factors, below mentioned factors make this innovation far more path-breaking in the current times than ever before: 1.      Clutter breaking – No digital-first experience could have delivered an olfactive experience, the way this print ad has delivered. Further, with plethora of full-page ads published every day, an aromatic ad is clearly clutter breaking in many ways. 2.      Call to action integration: As a consumer, if the ad has moved me to the zero moment of truth (#ZMOT), I don’t have to wait to visit a grocery store to buy one. Simply scanning the QR code to order one from Blinkit is a great #CTA integration and 'buyer's inertia breaking' move. 3.      Inducing a trial in a habit-driven category: The choice of a coffee, like smoking, is a deeply ingrained habit. Even if a small % of competition brand’s loyal customer base chose to buy and try Tata Coffee Grand, this could mean a significant dent to latter’s market share. 4. The economics of inducing a trial: Sticking a sample/trial pack with the full-page ad is an expensive, leaky and wasteful tactic. Aroma induced ad will appeal coffee lovers to take an action by scanning the QR code. 5.      And finally, a symbolic association with the #WorldCoffeeDay will linger on with avid coffee lovers for sure. With this 360-degree innovation by Tata Coffee, isn’t it the time for competition to wake up and smell their coffee? 😊 Puneet Das and team, please take a bow for bringing innovation back in print media. 🙌 #innovationinadvertising #printmedia #advertising #innovation #coffee #coffeelovers #Nescafe #experiences

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Discover how Titan Eye+ has redefined eyewear over the years! Maneesh reflects on his 14-year journey, sharing insights into the brand’s marketing evolution and how it transformed eyewear from a necessity to a style statement. Watch the full conversation . #TitanEye+ #EyewearInnovation Maneesh Krishnamurthy Siva Bhandaru

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Just a few months ago , there was a raging debate on social and other media regarding 70 hour work weeks . How does long work hours translate into better productivity or output beats me ! ( and I have been working over 20 years in reasonably large and diverse organizations ) . This gets further complicated by some who like to consider themselves as workaholics which increase the pressure on peer groups to try conform to the system . Many times , the leadership choose to remain silent on such long working routines . As long as long hours are revered as a substitute for effectively measuring productivity and business results , the situation will continue to be the same . Change is only possible in those organizations , where it’s Leadership exhibits ‘ Authentic Behaviour ‘ , a term coined by Chris Argyris , one of the leading Deans of Organizational Theory . Which means in this case , clearly prioritise business results as discussed and mutually agreed during Goal setting with all associates , rather than measure progress though hours spent in meetings / at work / volume of activity . Views please ? #workpressure #workinghours #productivity #businessresults #organizationtheory #leadershipimpact

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Competition is encroaching in. How are you fortifying your position? Brands need to continue working on strengthening their foothold. The days of relying solely on in-house efforts are not enough. Brands must innovate or face obscurity in today's competitive landscape. Partnering with Single.id opens doors to a world of promotional opportunities, allowing brands to reach new audiences and thrive in the competitive landscape. With Single.id, brands gain access to a dynamic array of marketing avenues, spanning TV, Digital, Social, and more, all reaching over 230 million users through our strategic partnerships with banks and media platforms. Embrace new strategies and unleash the full potential of your brand through partnership with Single.id. #singleid #brands #competition #partnership #marketing #reach #marketers #retail

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Wah Marketers! In a market as diverse and vibrant as India, one thing remains constant: consumers know they have needs, but often, they may not fully understand what those needs are until brands step in and show them the way. It’s our responsibility as marketers to simplify the complexity for consumers, guiding them toward what truly enhances their lives. It’s not just about creating products; it’s about showing consumers why they need them. In India, where the choice of products is vast and the preferences vary by region, culture, and lifestyle, this becomes even more critical. If brands don’t communicate clearly, how will consumers know the difference between a product that meets their needs and one that changes the way they live? This is where India’s marketing professionals step in as key drivers of growth. India doesn’t just need marketers; we need great marketing minds who can decode the intricacies of consumer behavior and speak the language of the people. A brand’s message must be simple, relatable, and powerful enough to cut through the noise. It’s this clarity that builds trust, and trust is what keeps a brand alive in the hearts and minds of consumers. Brand building isn’t just an art - it’s the holy grail of business. In a country where emotional connections influence buying decisions, a strong brand can make all the difference. It’s not just about selling a product; it’s about creating an experience that stays with the consumer long after the purchase. As CMOs, CXOs, let's go beyond just building products - let's build stories, build trust, build brands. As we navigate the ever-evolving landscape of Indian consumerism, one thing is certain: brands that know how to connect, communicate, and care will lead the way. And that’s the essence of why brand building is the ultimate key to success in India.

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Marketing is moving away from Customer centric marketing to customer empowerment to stay relevant. But before we move fwd. what is customer empowerment? consumer empowerment is not about selling a product, its about thinking of how the product will make a tangible impact on the consumer at large in his life cycle. Its about the impact the brand has on the community at large. Just loved this article. go ahead and read it.

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How do Customers make buying decisions? One way of understanding the same is by decoding the Hierarchy of Decisions they take when they purchase Milkshakes, AlcoBev, Telco plans, Biscuits or Chocolate Gifts. Understand more about this concept in my book 'The Practical Marketer' & more importantly, how to apply this at work ! The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing is available on Amazon at https://amzn.in/d/gr8KkW3 or at a Crosswords Bookstore near you. Thank you Karan Gupta for sharing the below! #thepracticalmarketer #brands #marketing #management #education

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Benori Report (https://lnkd.in/dR9F6Whh): Premiumisation taps into the shopper's desire for quality, encouraging a shift to higher-end versions of existing product lines. By emphasizing superior ingredients, craftsmanship, or unique features, brands can justify higher prices and foster a sense of exclusivity. This strategy not only boosts profit margins but also strengthens brand loyalty, as consumers perceive higher-end offerings as more valuable and are willing to pay a premium for enhanced experiences. Benori (www.benori.com) is a research/analytics firm. We create high-quality and cost-effective reports/insights for you and your clients. We are a 125+ people team, have done work in 75 countries and in 25 languages. Our engagement models are very flexible ranging from dedicated full time teams, 2-12 week long projects and an innovative rapid research ("knowledge on call") service. Benori's key solutions include: - Vantage: landscaping, market-sizing, Go-To-Market, operational, financial and technical benchmarking - Leap: sales acceleration (sector scanning, prospect identification, account intelligence), competition tracking and Thought Leadership (CXO insights, survey based white papers, articles and newsletters) - Pulse: customer insights (B2B and B2C), pricing intelligence and industry and company monitoring - Invest: industry/sector primers, market sizing, target screening and profiling, commercial due diligence, financial analysis, valuation support and strategy/growth solutions for portfolio firms - Sustain: materials (e.g. ingredients, packaging), energy transition (e.g. renewables and green logistics) and waste and pollution management - Innovate: technology assessment, partner scouting, scientific writing and regulatory tracking and impact assessment If you would like to learn more about Benori's solutions, please write to [email protected] or to me on [email protected].

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While scaling offline distribution in GT/MT, founders should never forget the interdependence of demand and supply A brand irrespective of how good it is, won’t sell if consumers don’t find it at their preferred point of purchase And irrespective of how strong its distribution is and how widely available it is, consumers won’t buy it if the product- price-brand proposition isn’t strong enough It takes both demand and supply to fire at the same time to achieve sales There are 2 problems that can happen if brands aren’t able to maintain the balance and why sales don’t scale up a) Poor Distribution : While the product proposition is strong and the brand creates demand, but the product wasn’t available and visible in places where consumers were buying the category. This renders marketing spends useless. Distribution and visibility problems will have to be solved by sales and trade marketing teams b) Poor Demand/Pull: This is the more common and bigger problem for new brands. The products are available and visible in stores, but the product price brand proposition isn’t great (could be lack of PPCMF or brand awareness problem ) and offtakes are low. This triggers a vicious cycle. Retailers hate slow moving items with poor stock turnover. So brands that don’t sell much lose shelf space and even gets delisted from the shop. In this sales, field sales team can’t do much to influence or increase numbers. Demand problems have to be solved by product and brand marketing teams So, any brand looking to scale offline in General Trade or Modern Trade have to balance supply and demand and ensure both grow in tandem. Second chances also don’t come easy here And that is what makes it very difficult. The consumer tech equivalent of this is the difficulty in scaling 2 sided marketplaces

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Thanks, AdTech, for capturing my insights on brand spending during this festive season. It's great to contribute to discussions that shape impactful marketing strategies. Read more: https://lnkd.in/df87Z-WG #FestiveMarketing #AdvertisingTrends #AdSpends #BrandStrategy #AdtechToday #Advertising

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Hey Thanks Rohan P. ! The book has emerged out of conversations with entrepreneurs such as yours. As I felt that for the current start-up generation, a self help book for Marketing was the need of help hour. The Practical Marketer: Your Ultimate Guide to Consumer Product Marketing is now available on Amazon at https://amzn.in/d/2AbyQ4L #thepracticalmarketer #brands #marketing #management #startups

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