From ‘Aaj pehli tareek hai’ to ‘Kuch meetha ho jaaye’ Cadbury India’s campaigns have always managed to win the hearts of consumers. The brand is a saga in itself in terms of its advertising journey. As Anand Kripalu Managing Director, Cadbury India, delivered his keynote address at the unveiling ceremony of Pitch Madison Media Advertising Outlook 2013 on Friday, he revealed the five-point success formula of the company that has helped the brand achieve the pedestal of the ‘Most Awarded Advertiser of the Year’.
Kripalu said that at Cadbury, the brand aims at creating a great environment where great work can be created.
According to Kripalu, setting an ambition holds maximum importance in any organisation, as everything starts with setting the right ambition. “The big deal about setting the ambition is that it is the hardest thing,” stated Kripalu, adding, “It is not a science. It is a science plus dream.” If an ambition is set too low, it might lead to under performance and too high ambition brings with itself the chances of failure.
“At Cadbury we change our ambition. We make our people believe that this is not enough, aim higher. When your people believe, the rest follows,” he added.
The second point in Kripalu’s five-point plan had shades of a famous quote by Mahatma Gandhi – ‘Be the change you wish to see in the world’. “We make growth happen, nobody else,” said Kripalu. He explained that two-third of the company’s performance comes through the study of its projects and the rest one-third is derived from external factors.
Kripalu explained that there are times when it may seem like a big brand cannot grow more, but only sustain and people might start looking for new options. However, big brands have the strongest drivers of growth, which one needs to identify.
The next element that Kripalu stressed on was 'focus'. The power of focus can help a company persist in the most difficult of times. Many ideas do not perform well, not because they lack potential but because they do not have the ability to persist.
Another important factor, according to him, is the marriage of ‘local with global’. Brands need to make the best out of local and global together. He explained that it is no longer only about the 30-second spot but about how can brands communicate. Right media and media vehicles need to be utilised and this can be brought about by bringing together local and global.
The last point that he established was that brands have to focus on creating a star team and not a team of stars, and create an independent eco-system that has collective power. The extended team should feel like the owner. Every member should feel accountable and has to be interactive.
Kripalu shared that just getting the above factors in place might not be enough. Once all the elements are in place and the team is ready to go, the leaders need to step aside and let the team do its job.
Pitch Madison Media Advertising Outlook 2013 was presented by ABP News.