We caught up with EVP Marketing at Vodafone and The Marketing Society India board member, Siddharth Banerjee What’s your golden rule? 'Fortune favours the brave. Also, 'luck favours the prepared mind'. Who has been your biggest influence? Business leaders in my formative years at Unilever What is your most hated business expression? 'Going forward'. Why would you go anywhere else? How can marketers be braver? Take a stand and solve big problems. What’s the biggest risk you’ve taken in your career? I have made the choice to take diverse roles – local / regional / global / category / strategy / p&l – very stretching but has added tremendously to life & work experiences. Which leader do you admire most and why? Leaders who create compelling experience brands (think Starbucks, Nike, Apple).
Ahead of our launch this October in India, we caught up with our India Board Member and Global Head of Corporate Marketing at HCL Technologies. What’s your golden rule? It’s not what happens, it’s about what you make out of what happens. In the volatile and unpredictable world one will need to execute like there’s no tomorrow while plan like there’s one. So on the feet thinking and execution chops under extreme pressure and rapidly changing assumptions have become very important. So my advice to my teams is always don’t externalize the situation but have the chutzpah to take on any situation and make it a winning one for you. Who has been your biggest influence? Elon Musk
It used to be that you couldn’t stroll through any town in India without hearing that distinctive crack of a cricket bat or seeing football fans cheering around a television. These days, another trend has emerged: Sports fans have gone digital. Now you can. In just the past two years, India has seen a 50% growth in sports-related queries on Google.1 Cricket is the national pastime and accounts for 80% of those queries,1 but the other sports are catching up fast. Football, badminton, and kabaddi have doubled their share of search queries in the last year alone.1 Based on the latest Google Search data spanning 2013–2017 in India, we’ll take you on a tour around the country, sport by sport, giving insight into how and when people go online to consume sports content—and what these powerful shifts mean for not just sports brands, but all marketers.
So are the sports pages the first place you should look for tips on innovation? Well maybe they should be, if Matthew Syed’s excellent article “Southampton show the worth of looking beyond football’s borders” (September 19th 2016) on how Southampton (football) and Saracens (rugby) are constantly innovating, is anything to go by. In the article, Syed covers a number of initiatives the clubs have introduced. For Saracens these include bringing in a philosopher to debate with players about issues within and beyond the game with the aim of forging stronger characters and better leaders. He describes the use of Mozart and Mettalica to illustrate different attacking rhythms. For Southampton they included visiting the Yehudi Menuhin Music School to get tips on purposeful practising and their Black Box Room, modelled on the aviation industry, where they constantly analyse data in the way information is analysed from the black boxes in cockpits. What then are some of the principles underlying these initiatives from which all innovators can learn?
It’s a great time to be a consumer. There are countless stories of entrepreneurs engineering highly useful products and services to disrupt tired, established categories.