Pitch CMO Summit 2020: Marketers have power to drive behavioural change: Sukhleen Aneja
At the twelfth edition of the Summit, Reckitt Benckiser CMO and MD Aneja spoke about the importance of building brands with purpose and going beyond the sales narrative
Building brands is a common conversation, but building brands with purpose is the new mission statement that most marketers follow.
Enabling this purpose-driven brand building is not a common play. Only brands that have a long-term strategic vision practise this approach, and foremost among such brands is Reckitt Benckiser (RB).
At the recent Pitch CMO Summit in Mumbai, Sukhleen Aneja, CMO & Marketing Director, Hygiene Home for India, RB spoke about the importance of building brands with purpose.
Aneja spoke about RB’s association with the Swachh Bharat Mission and how the brand ensured that it became part of a larger purpose, which was beyond the sales narrative.
“Harpic has a clean mission: how to provide clean and hygienic sanitation that fundamentally redefines how you look at a problem. A brand that was built around formulaic advertising done consistently year-after-year for over two decades has evolved massively in the last five years. In 2014-15 when PM Modi espoused the goal of Clean Indian Mission, the brand decided to play the role of an evangelist and it took the mission forward. “
Aneja also spoke about how the toiletisation of India has opened a massive opportunity for the brand. “We realised that unless we unlock relevance, behaviour change is never going to happen. If you look at the toiletisation of India, in the last five years alone 100 million new toilets were constructed. It was a massive inflection point for a brand that stood for specialist toilet cleaning.”
She also underlined that marketers have the power to drive behavioural change. “Marketers play an important role in creating meaningful conversations. Our role is to drive behavioural change rather than just making communication for the brand,” she added
Aneja also shared that the mission of her brand is to take the shame away from the word ‘toilet’ so that people start adopting a new culture of sanitisation. She also spoke about the prevalence of stigma around the use of the term “Toilet” and the need to approach the conversation from a new perspective.
“We want to make India toilet proud. If you are not proud of the space that you use, how are you going to use it at all?” she shared.
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