Pitch CMO - Mumbai 2020: Discover new-age brands that have built deep consumer connect

Pitch CMO Summit - Mumbai 2020 will be held on Friday, February 28, 2020, at Taj Santacruz under the theme ‘The Big Brand Story’

e4m by Simran Sabherwal
Published: Feb 27, 2020 7:38 AM  | 6 min read
Pitch CMO Mumbai

The 12th edition of the Pitch CMO Summit - Mumbai returns to the Maximum City, to be held on Friday, February 28, 2020, at Taj Santacruz (from 11 am onwards). The theme of the Summit this year is ‘The Big Brand Story’.

The Summit will feature stories of legacy and iconic brands that have adapted and embraced change and transformed their business to remain relevant to these times. Also featured will be stories of new-age brands that have understood the Indian consumer and have used traditional and new platforms to form a connect to today’s consumer. This year, the Pitch CMO Summit – Mumbai stage will be graced will eminent marketers from brands that have made a deep connect with consumers.

First up, a brand that has become synonymous with a good night sleep - Goodknight, the indoor and outdoor mosquito repellent. As a brand, Goodknight has constantly innovated in both its product offering and in its advertising. Telling us more about this iconic brand is our Keynote Speaker, Sunil Kataria, CEO – India and SAARC, Godrej Consumer Products Limited (GCPL), who speaks on the topic, 'The Journey Of Goodknight Brand'.

Our second Keynote Session will be delivered by Chris Hirst, Global CEO, Havas Creative. A change agent, Hirst is widely recognized as an innovative and inspirational leader with a proven track record of leading transformation. While studying at Harvard Business School, Hirst developed his now-proven approach to leadership. He believes in the principles of an open culture – where people are given permission to take risks and make mistakes. Hirst shares these insights in his speech as he speaks on the topic, 'Ensuring Business Success In A Complex Market – How Leadership Can Redefine The Way We Operate.

When Aman Gupta, Co-founder, boAt Lifestyle teamed up with Sameer Mehta to launch boAt in 2015, nobody would have predicted that this brand would disrupt the Lifestyle Electronics space in India. But, that's what boAt Lifestyle did as the company soon became the brand of choice for the millennials. Reminiscing this sound journey, Gupta speaks on the topic, ‘boAt’, Sleep, Sound, Repeat!: The Brand That Made The Uproar!'

Liquor consumption in India has seen significant growth with Indian women too not shying from enjoying their drink. However, while there is a difference in attitude, the change has been slow when it comes to acceptance of women drinking and the portrayal of women drinking in the media. Telling us more is Julie Bramham, Chief Marketing Officer at Diageo India who speaks on the topic, 'Progressive Gender Portrayal: The What, How and Why Now'.

If there is one brand that has made a noise in India’s uber-competitive smartphone segment is Xiaomi. Starting with an innovative sales approach and targeted marketing with limited spends, the brand first brought on board actor Katrina Kaif and now has the flamboyant actor Ranveer Singh as the brand ambassador.  Recounting the Xiaomi’s story is Anuj Sharma, Head of Marketing, Xiaomi who speaks on the topic, 'Xiaomi India’s Playbook: Why Less is More.'

Representing another iconic company is Sukhleen Aneja, CMO & Marketing Director, Hygiene Home, RB South Asia. In her current role, Aneja has been anchoring power brands like Harpic, Lizol, Vanish and Mortein, and has been a force behind various award-winning campaigns while delivering strong business results. Noteworthy amongst these are Cannes and Effies for Durex & Harpic. Aneja has been driving purpose with Banega Swachh India and has led the more recent campaign on water conservation- Mission Paani. Throwing more light on this, Aneja will speak on the topic, 'Brands With Purpose'.

A platform that has created a storm, among users and advertisers, is the video-sharing social networking service, TikTok. The ability to create and share short-form mobile videos has given birth to hundreds of content creators whose viral videos have made them stars and generated millions of views. Sharing how the company has changed the view we see content is Ahteram Uddin, Director, Sales Operations, ByteDance India who speaks on the topic, 'Democratizing Creativity'.

Also taking centre-stage is Jeremy Smart, Head of Alliance, Asia Pacific & Japan at IBM in support of Acoustic. He finds the rapid change within the creative and technology industry fascinating and exciting. Incredibly passionate about technology and the way it improves society through connection, empowerment and disruption, Smart will speak on the topic, 'Future-Proofing Your Organization And The Adoption Of AI To Enhance Customer Experience.'

With its launch in 1992, Zee revolutionized how India watches Television. Despite strong competition across platforms, the brand continues to hold a special place in the hearts of the Indian consumer. Telling us more is Prathyusha Agarwal, Chief Consumer Officer (CCO), ZEEL who speaks on 'ZEE - Weaving An Extraordinary Brand Story.'

Staying on with stories, the old adage goes that 'Content is King'. No surprise that content has become a key part of many brands marketing strategy. Highlighting the case of how the brand story can be built is Aditi Shrivastava, CFA – Co-founder, Pocket Aces who speaks on the topic, 'How Content Marketing Can Help Tell Your Big Brand Story. '

Moving on the panel discussion, our first panel looks at how brands with legacy have adapted to the changing tastes of the new age consumer who is present across multiple platforms. The topic for the panel discussion is 'How Evergreen Brands Remain Relevant', and the panellists are: Alok Sanwal, COO, Dainik Jagran INEXT; Deepa Krishnan, Head - Marketing, Digital, Loyalty, PR, Tata Starbucks; Rubeena Singh, CEO, iProspect India; Navin Shenoy, Head Marketing - Youth, Music & English Entertainment, Viacom18 Media; Sameer Saxena, Director - Marketing, Group Legrand India and Yogesh Shinde, Senior Vice President - Marketing, Wagh Bakri Tea Group. The Session Chair for the discussion is Neville Shah, Executive Creative Director, Ogilvy. By definition, a challenger brand is one with a challenger mindset and who have an intent to change the industry. Taking this thought forward is our second-panel discussion with the topic, 'Making Of A Challenger Brand'. The Session Chair for the panel is Rohit Raj, Co-founder & Chief Creative Officer, The Glitch and the panellists are Anupam Bokey, CMO, RP-Sanjiv Goenka Group FMCG; Saurabh Garg, Co-founder & CBO, Nobroker.com; Vignesh Vellore, Co-founder & CEO, The News Minute; Sai Narayan, CMO, Paisabazaar.com and Siddhartha Butalia, CMO, Air Asia India.

The Summit will be followed by Laqshya Pitch CMO Awards 2020 where leading CMOs will be awarded who have demonstrated leadership in building, leading and motivating a high performing marketing organization.

TikTok is the Co-Powered By Partner; Nick, Colors Marathi and UFO Movies are the Co-Gold Partners at the Pitch CMO Summit – Mumbai, Zing the Youth Partner, National Geographic is on-board as the Sustainability Partner, The News Minute and Pocket Aces are Associate Sponsor and Dainik Jagran inext and Acoustic are co-partners.

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