As India became more hygiene conscious in 2020, RB Hygiene had one of its busiest years ever. This made the brand to think the big picture, becoming more relevant to consumers, and staying true to its purpose, explains the CMO & Marketing Director of RB Hygiene South Asia, Sukhleen Aneja, in this confab with BW Businessworld. Excerpts:
The crisis in the year gone by only added more complexities to the industry that was already disrupted with technology, new consumer preferences and the like. Where is marketing as a function headed in this backdrop?
For most of us in marketing, we have seen a massive evolution in the way we do things. A marketer’s role has expanded to take on consumers, customers, learn digital and be at the cutting edge in embracing new technologies. That is where the consumer is leapfrogging, and this is how we will keep the brand relevant. With the rise of ecommerce, brand loyalty will be an area where all of us can struggle. Building brand love, the right brand connect will come in play here. Building purposeful brands will become a massive responsibility.
The year gone by saw many brands walk the route of being purpose-driven. What is your experience on how brands can get this right?
There are two questions that every marketer should always ask themselves. First, why does my brand exist at all. What is my brand’s purpose? Mistakes are made when a brand associates with causes that are divergent with what the brand stands for. Second, you have to think with relevant ecosystem in mind. No one can create a purposeful brand unless it is touching a relevant ecosystem. It was important for us, for example, when we were embarking on an initiative like ‘Mission Paani’, to understand the relevant ecosystem where we could make a big difference and our resources can add to partner resources to make wider impact. As long as you can be truthful to what you are meant to do, and execute in partnerships, you will be able to create a winning trajectory.
What is your advice to younger marketers to stay efficient in challenging times?
There were a few things that hold people in good stead. The first is trust. Trust yourself, trust others and build trust with your consumers. Second, be kind to your- self. If you are not, you will not be able to ex- tend it to others. Third, pick your battles. Time is limited and you should make sure you do justice at work and also are able to recharge yourself. Finally, partnerships — whether it is at home or at work — are important. It takes a village for us to succeed. You have to think win-win in every association.