Category: Brand Makers

Get to the bottom of the pyramid with green products: Sudhir Sitapati

Sudhir Sitapati also shared his insights on building brands in today’s India. But adding a word of caution when he said India is not doing as well as it seems to be doing in the context of FMCG volumes.

Sudhir Sitapati joined Godrej Consumer Products Ltd (GCPL) as managing director and CEO last year, when the world began to open up in a post-pandemic era. In a candid interview with Storyboard18’s Delshad Irani, Sitapati tells us how he articulated his vision for GCPL back then and his approach towards marketing and brand building. He also shares how Godrej is democratizing categories and the secret to building enduring brands. Here’s what he said. “Companies that last a long time almost always have very strong value systems ingrained in them. Second, you have to have a manic focus on cash…”

Bookstrapping: India’s Most Fearless – true stories of extraordinary courage

These ‘as-yet-untold stories’ are edge of the seat phenomenon. (Representational image: Mitul Gajera via Unsplash)

‘India’s most fearless’ – now a trilogy of books honouring our men in uniform. The third book features ten true stories, providing glimpses of the incredible heroism of Indian soldiers. Bookstrapping Rating: 3.5 stars.

Your story is our story

For the past two decades, your stories have propelled us and so today, we'd like to invite you to tell a new story - our tale. And it's yours as much as it is ours. (Representational image via Unsplash)

Help us tell our story, your way. Whether it’s art, copy, a meme or even a short video – pick your medium and become a part of Storyboard18’s community campaign.

EVolve 2022: Industry needs to focus on measures to make reliable products: Ather’s Nilay Chandra

Rather than pointing fingers at how things are blown up in the EV category which might be true, the industry needs to focus on measures to make reliable products. Once consumers see evident action being taken by all players then half of the problem will be solved and then we could do myth busting exercises, says Nilay Chandra

Exclusive: Nilay Chandra, VP – Scooter Business, Ather Energy, on evolving EV marketing strategies

From coffee to masala chai: Decoding the Indianisation of Starbucks

Sushant Dash, CEO, Tata Starbucks, says, "You need to remain true to what the brand stands for at the core. We will always be about coffee and food that goes as a supplement with coffee... You can’t compromise on that."

Sushant Dash, CEO of Tata Starbucks, shares the company’s plans on the Indianisation of offerings and expansion.

CWG 2022: Brands must look beyond colour and number of medals

The question we should be asking is what do the medals mean for our athletes beyond just a great sense of achievement and national pride? It means many things. But very importantly, it triggers a potential acceleration in their financial earnings which they truly deserve. (Representational image: Steven Lelham via Unsplash)

All our medal winners must find similar opportunities with brands once they come back home. The younger brands are far more open for such engagements today.

India At 75: BYJU’s Divya Gokulnath on building a new India

Globally, more than 72 million children are not able to gain access to an adequate education. In India, only about 43 percent of the roughly 255 million youth in the 15–25 age group are enrolled in educational institutions, writes Divya Gokulnath. (Representational image via Unsplash)

Divya Gokulnath, co-founder of BYJU’S, writes about building a new India on pillars of technology, education and entrepreneurship

We will have coders sitting alongside copywriters: Sandeep Goyal on NEXT

Rediffusion's Goyal tells Storyboard18 that they believe a lot of the new-age companies are very tech-driven as most have engineers at the controls. NEXT will target these companies. (Representational image via Unsplash)

In an exclusive interview with Storyboard18, Dr. Sandeep Goyal, managing director of Rediffusion talks about what makes the new agency NEXT different, building the team and why Rediffusion is not in the network play.