Deepika Sabharwal Tewari
EHvoellny woitohdsaucnhd dBeoellpywpoeondetirmatpioanc,t wouerhad conllesuctmioenrs,itnhrouuraglhatrheeaws awyhoacwtoersesntyolte athweamrseeolvfeFsevoink-waiknd- orffi-tscureseang.e.
Who is your biggest professional mentor?
Piyush Pandey and Bhaskar Bhat (Titan) have greatly influenced my approach to work and life. They have taught me the value of relationships and team work, and have been instrumental in moulding my art of storytelling.
If not a brand marketer, what would you be?
In all probability either an author or storyteller. Everything in life is a story that needs to be told and told well.
Name a brand (other than your own) you admire. Why?
Dove. A brand proposition of one-fourth nourishing cream has stayed relevant for over 70 years. The brand’s positioning of ‘real beauty’ has shown trends ahead of time. The brand has integrated itself into the lives of its customers and has created a strong near-cult following.
What are the big challenges you see coming your way in the next 12 months?
I foresee three challenges for the jewellery category: irst, fluctuation of gold prices, which is transforming the consumption of jewellery, away from investment-driven purchases to adornment. Second, government policies and regulatory changes in the gold, gems and jewellery industries. Third, it will be a challenge for the category to retain its place in consumers’ minds in terms of alternatives and options in the non-mandatory sphere.
Which product segment out there impacts trends in your category most? Why?
Adverse movements in the stock market usually drive more investment in the category. The closest category to jewellery would be apparel and fashion, so trends that emerge on runways across the world and apparel style/ motifs worn at fashion weeks tend to have an effect on ornaments. Hollywood and Bollywood impact our collections, not just through movies but also through the way actors style themselves off-screen.
In what way/s does your marketing strategy change from tier I to tier II and III markets?
Our mainline marketing strategy is consistent across geographies. We do robust segmentation to understand our consumers. For tier II and III markets, we focus on regionally relevant merchandise. We choose our media vehicles according to local tastes and nuances, and ensure participation in all region-relevant festivals around which gold or jewellery is usually bought.
What’s the toughest part of being a brand marketer?
The most challenging part is being able to cut through the volumes of input fighting for the consumer s attention, and to communicate effectively. All this causes information overload and fatigue. The consumer then shuts out large swathes of communication. Getting their attention in a fragmented media landscape is the toughest ask.
Name the biggest professional hurdle you faced recently. How did you tide over it?
The growing advent of the digital consumer brings with it the need to stay connected and relevant on the digital medium all the time. We have taken this challenge headon and actively engage with customers online, across multiple channels. We have had to change some of our content and channel strategies for this.
As a marketer in the digital age, what is your biggest nightmare?
Today, consumers are promiscuous and impatient; they flirt with brands and categories. Measurement of digital advertising is also a challenge.
ADVERTISING: What is your lead medium of communication today? Which medium do you use least?
Traditional mediums remain our lead mediums. However, digital has been growing aggressively as a portion of our total communication reach each year.
Are the best creative minds still in advertising?
In today’s start-up scenario, pivoting a business requires a lot of creativity. Having said that, design and marketing are two streams where creativity is required most.
In what way has your relationship with your agency partners - creative and media planning/buying changed of late? What’s the one must-have quality for an agency today?
We treat our agency partners more like an in-house arm and involve them in the business strategy, creative, and media planning/buying. This has been the way we have worked so far and this will not change.