Alankrita Khera

My column in #exchange4media today. Decoding Colour Psychology: Influencing Consumer Behaviour in India Whether evoking feelings of trust, excitement, optimism, or luxury, the right colour choice can be the key to building a successful and lasting brand in India’s vibrant and diverse market. #Advertising #ColourPsychology #ConsumerBeahviour #Marketing #BrandBuilding #MarketingStrategy

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Imagine a world where every brand doesn’t just sell but connects, where every ad, every campaign is woven into the fabric of sustainability. Today, sustainable marketing is not just a trend, it is an awakening, a call to reshape our impact on the world. For Indian brands, this shift is profound: it is about aligning business goals with values that support our planet, our communities, and our future generations. Why Sustainable Marketing Matters? In India, our stories reflect a reverence for nature, from ancient forests in folklore to rivers that symbolise life. This cultural legacy uniquely positions us to lead the global movement toward sustainable marketing. Consumers here, especially millennials and Gen Z, seek brands that echo their ethical values, asking not, “What do you sell?” but “What do you stand for?” Key Practices of Sustainable Marketing 1. Transparency & Authenticity: Brands must go beyond “greenwashing.” It is about honest conversations, disclosing sourcing, reducing waste, and ensuring ethical production. By sharing their sustainability journey, brands build trust with consumers who value integrity over perfection. 2. Reducing Carbon Footprint: As India faces climate challenges, reducing carbon emissions is vital. Small actions like sustainable packaging and digital-first campaigns resonate with eco-conscious consumers. 3. Community-Centric Campaigns: India thrives on community spirit. Supporting local artisans, fair-trade initiatives, and rural livelihoods is not just impactful, it is legacy-building. Brands uplifting local communities are building trust and supporting sustainable growth. 4. Circular Economy: Imagine products reborn through recycling. Circular marketing focuses on life-cycle management, whether it is recycling, trade-ins, or repairs. Brands promoting these efforts, from clothing to e-waste, are paving the way to a zero-waste future. Brands embracing sustainable marketing are not just telling stories, they are sharing legacies. By weaving in tales of artisans, of communities who thrive through ethical practices, and of nature’s resilience, brands deepen loyalty and positive impact. Consider Amul. It's more than a dairy brand, it’s a tale of farmers, ethical sourcing, and community empowerment, showing how purpose-led storytelling strengthens loyalty. For Indian brands, sustainable marketing is both a responsibility and a powerful differentiator. With each campaign, brands must ask, “How does this impact my community? How can it improve the planet?” This shift is not just eco-friendly, it is about building a narrative where profit and purpose co-exist. In a world where consumers are more discerning than ever, sustainable marketing offers brands a way to build genuine connections. India’s rich cultural heritage and innovative potential make it a beacon for change. Let’s redefine growth, not by profit speed, but by impact strength. A future where brands not only thrive but sustain!

Unveiling Growth Strategies for Small to Medium Agencies with Arun Sudhaman, Editor PRovoke Media Join us for an insightful conversation on The India PR Show's third episode, where Arun Sudhaman, an industry expert, shares invaluable insights into agency growth trends. Discover key questions answered, such as defining mid-size to small-size agencies, identifying niches for differentiation, and navigating global best practices. In this episode, Arun Sudhaman delves into the nuances of agency growth, providing actionable tips and real-world examples for aspiring agencies. From understanding industry benchmarks to implementing strategic differentiation, this episode is a goldmine for agencies aiming to scale their operations effectively. Don't miss out on this must-watch episode for PR professionals, agency owners and communicators eager to elevate their agency's growth trajectory. Subscribe to The India PR Show for more interviews and expert insights into the world of public relations. Watch the podcast here https://lnkd.in/gawbyQMM listen here on Spotify - https://lnkd.in/g8VtsvVV Google Podcast- https://lnkd.in/ggR_rTzM Tune in monthly across YouTube, podcast platforms, and social media channels to gain invaluable insights and join the conversation. Follow us on IG: TheIndiaPRShow LinkedIn: The India PR Show The India PR Show is brought to you by Bala Kumaran and me. Please watch, listen, and share. Let us also know what you think and who would you want to see on the show next. Produced by BrandStory Productions Ebony & Ivory PR #publicrelations #marketing #journalism #india #podcast #theindiaprshow #tiprs #communications #theindiastory #entrepreneur #digitalmarketing #pr

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Great that more on our joint study with The Womb and Times of India is coming out. 👍🏽🙏🏼 #Marketing #Business #Strategy #Effectiveness

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'He is a brand that has managed to stand the test of time and become something beyond aspirational: Timeless.' 'MS Dhoni is an anomaly. He does not fit into any of the neatly laid boxes marketers have spent years perfecting.' 'Less words, more action.' 'He is multi-faceted. He is serious when he needs to be, and a jokester on other occasions.' an amazing read! for everyone trying to understand what a brand is? #marketingandadvertising #marketing #brandmanagement #branddhoni #brands #advertisingandmarketing #brandingandmarketing

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Interesting, and intersecting, conversations last week with two very successful entrepreneurs Shrenik Gandhi and Tarun Aggarwal in the Agency business that converged on this idea of 'Transformative Clients'. Clients who have the capability to completely transform your Agency to become the best version of itself. Unilever/P&G had that transformative effect on their then essentially American agencies, driving them to become the first wave of global 'Network Agencies'. I saw it first hand in the late 90's when the global IBM win propelled Ogilvy to become a superbly integrated 360⁰ Agency. Many years later, I felt the deep and pervasive impact Apple had on TBWA\. Much of the Agency's thinking, practices and work were influenced by their Cupertino connection.And it made the Agency smarter, faster and better than most others. Identifying, pacing, and eventually acquiring a transformative Client will likely do more for your Agency's long term success than any other new business strategy.

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Indian consumers are stuck in the middle- From content fatigue to decision fatigue yet we hold the stature of COAT (Consumer market of all time). Check out my small contribution in today's The Economic Times ET BrandEquity #Consumer #Marketing #Digital

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This raises some very crucial questions about the growth of the PR agency model in India. Sampark, PR pundit, Genesis, PRactice, Clea were the first set of original firestarters ...the original rebels...in the Indian PR industry and a lot of us cheered on as it grew and grew and grew. These models laid the path for others to follow as they chalked out possible models of growth. Every move after Vaishnavi PR went down was scrutinized but in the last decade PR seemed to have come in its own with investments, M& A , partnerships and collaborations ruling the roost. In all these the original principals are still around. What happens when the principals move out for good. Is Sampark the first of many ? However you put it, it poses some serious questions about agency growth. Key ones being... ➡ Is an agency successful only when it is founder-led? ➡ What is then a succession plan? ➡ Will this ever be a scalable business that can grow without M&A ? ➡ What is the best possible model for PR agency growth in India ? ➡ Do international agency models and Indian cultural sentiment not align? #pr #publicrelations #prindustry Paarul Chand Aakriti Bhargava Raghavendra Rao Nidhi Agarwal Pooja Trehan Sonali Sokhal Chhavi Dang Manjuu Rangarajan Sandeep Rao Sudhakar Rao Praveen Singh Malini Sharma Thakur Komal Lath Suhasini Mehta UDITA DUTTA (Hiring at all Levels) Roshan Mohan Amulya Nagaraj Kritika Lalchandani Kaajal Gadhia Budhbhatti Urmila Biswas

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How many ads of individual AMCs exhorting us to do SIPs does one really remember? The branded recall of most would be really low (I have some individual estimates to corroborate this) and most brands try to push boundaries with every new campaign (like in other crowded categories). The No. 5 of #MyFive (only as per time-line) would be something we created with #FranklinTempleton many years back when SIP communication was still relatively in its infancy. Here we looked at SIPs from a lens of EMIs; how most EMIs are something we think are a huge burden and an outflow of big amounts. To be seen in a positive light, we positioned SIP as a #GoodEMI. This got us salience and also became a generic for the said transaction. Spanning two phases of a multi-media client, a highly passionate client, agency and production team did the following launch video. Hope the only EMI in your lives right now is the #GoodEMI. #MutualFundsSahiHai https://lnkd.in/dQdjv7pU

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Will rural consumers be ready to upgrade to better brands? Is the rural uptick seen in Q1 2024 just the beginning of sustained long term growth? My article this month in the Business Standard touches upon the challenges of addressing the rural demand in a vast diverse country like India. In the past challenges were many: road connectivity, telephone penetration, micro-small retailers, unaware rural consumers, resistance to upgrade to better brands etc. Today the situation is different with better connectivity, mobile phone penetration, mobile internet etc. So why has the rural consumer been reluctant to buy better brands? Is it just lack of income? Or should marketers increase their efforts at brining the rural consumers to the stores, by tailoring good VFM products and may be forget the 'premiumization' mantra for a bit? Many questions. Answers welcome. VS Kannan Sitaram

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Rural Roundtable: Shaping the Future of Rural and Input Industries The Rural Roundtable, co-hosted by Krishak Jagat and Goosebumps.Biz took place at Roseate House, Delhi, bringing together industry leaders and experts to explore ideas, foster collaborations, and discuss emerging trends in rural marketing and market opportunities. This invite-only event focused on networking and innovative strategies, providing valuable insights into shaping the future of rural markets and input industries. Following its success in Delhi, the event is set to travel to multiple metros across India, further expanding its reach and impact.

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Thanks to exchange4media for the invite and giving this opportunity. I am thrilled to join this esteemed panel to discuss "Aligning Business Goals with Social Purpose: Strategies and Challenges." It's an honor to share the stage with such insightful leaders. Looking forward to exploring how businesses can integrate social responsibility into their core strategies while addressing the challenges that come with it. This is a vital conversation for the future of sustainable and ethical business practices. Don't miss this opportunity to gain valuable insights and engage with forward-thinking professionals. See you there! #socialpurpose #CSR #ESG #Businessgoals #corporatesocialresponsibility #businesswithapurpose #sociallyresponsiblebusiness

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First Jaguar and now Godrej Industries Group. Seems like someone is going across India's biggest conglomerates and telling them they and their brands need rebranding and planting really bad ideas on the same! I hate using negative terms on Social Media and in life, but the colors of Godrej were just beautiful and calming and this is just plain ehh! Right now it's not 'what', it's really about 'why'! #Rebranding #why https://lnkd.in/dH9qQAbV.godrejenterprises.com%2F&utm_campaign=aga&utm_source=agsadl2%2Csh%2Fx%2Fgs%2Fm2%2F4

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When social media had just begun, “culture” wasn’t a trending buzzword. It wasn’t the centerpiece of brand strategies or a magnet for audience engagement. 12 years ago, I embarked on a journey to create India Cultural Hub, driven by a deep passion for preserving and celebrating the vibrant tapestry of Indian culture. Back then, “culture” wasn’t a trending buzzword. It wasn’t the centerpiece of brand strategies or a magnet for audience engagement. But I believed in the power of storytelling, the richness of heritage, and the unifying force of traditions. It wasn’t just about trends—it was about values, identity, and pride. Fast forward to today, “culture” has become the cornerstone of every forward-thinking brand’s narrative. It’s the key to authenticity, the bridge to diverse audiences, and a powerful driver of innovation. Watching this shift has been nothing short of inspiring, and I’m proud that India Cultural Hub has been at the forefront of this movement, shaping conversations and creating meaningful impact. To every creator, dreamer, and entrepreneur out there: stay true to your vision. What’s niche today could be tomorrow’s game-changer. Do you agree with me? I would love to know how you are building on culture and spreading awareness! #CulturalLeadership #IndiaCulturalHub #10years #AuthenticityMatters

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Community is at the core of indē wild’s focus and success! Yes, we know. Every brand calls themselves ‘community-led’. And if there was another word we could use, we would. But 'community-led' is who we are. Over the past decade, Diipa Khosla built a global audience through her hair, beauty, lifestyle, and women empowerment content, amassing a community of 2.1M. As a socially native and founder-led brand, social media is our core strength. Unlike many DTC brands, we focus on content over performance marketing. Our content, and our community’s, drives our growth. We have built our distinct avenues: 👉 Inde Wild: In two years, our Instagram grew to 96.5k followers, reaching 6.2M accounts in the past 30 days. Our TikTok has over 270k followers and 6M likes, thanks to engaging content like our Dewy Lip Treatment video with 11.4M views. 👉 Community-Generated Content: From reviews explaining the traditional Indian practices to unboxing, and from step-by-step to nostalgic content with kids and their grandmothers, husbands and wives, husbands and husbands, and proud dog owners with their pet – you name it and we have content of them doing “the Sunday Champi”. Similarly we have been overloaded by a copious amount of beautiful reviews since our Dewy Lip Treatment (bio-mimicking the healing properties of Ghee) went viral and our Bakuchiol serum saw a huge spike after fear-mongering around retinol made customers look for a natural alternative (which Ayurveda offers with this highly studied ingredient) 👉 Products and Feedback: Everything from our products to our branding is shaped by our community. We’ve held over 45 focus groups in the US, UK, and India, where Diipa listens to the community’s needs and feedback. They are the reasons we have the products that we have and why we have till date have not launched a moisturiser or cleanser (two products that are technically easy and often used to launch beauty brands for that reason). We haven’t yet because our community told us: “I have a good moisturiser, I have a good cleanser, but what I don’t have is a top of the line 15% Vitamine C morning serum with the best form of Vit C (and not some 1% marketing claim). One that does it all and is stacked with Niacinamide, Hyaluronic Acid, Turmeric, Ashwagandha and all the ingredients a dermatologist would recommend all in their optimal percentage. And this week, we re-launched our new AM Sunrise Glow Serum in India (after US and the UK last month), and the response has been incredible. Again this reformulation was the result of our community’s feedback on the first AM serum and the product of a strong connection and collaboration between our community and us as a brand. What does community mean to you? Share your thoughts below! #indewild #CommunityBuilding #Growth #Business

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What does a brand strategist bring to a conversation about the Indian elections? It's a question I asked myself several times while writing this article for MediaCat Magazine. I have views (as we all do, or should) about politics. But I'm no political analyst. So what do I have to say after the fact, and how is it relevant to my work? Here's one thing I know for sure. If you're in the service business - which is what politics should be - you should be an expert listener. Respecting your constituents, paying attention and reading between the lines are skills that marketers, politicians, even researchers keep forgetting to cultivate. "Less Messaging, More Listening" is what I decided to call the article, and promised to do more of. Here's hoping you find it interesting. Mike Piggott Natasha Randhawa #brand #brandbuilding #campaign #communication #marketing #politics #politicalmarketing #indianelections https://lnkd.in/dMYAp3kp

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The evolving India's dynamic consumer landscape is blending tradition with modernity. This study to dissect to understand this consumers better by persona and spending behaviour, looking at generation, towns, gender and a lot more. Check out the highlights #ConsumerInsights #GenerationalTrends #IndiaConsumerBehavior #PhonePeAds #DentsuIndia #DigitalEconomy

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