We need to embrace this uncertainty as we go ahead: Amit Syngle, Asian Paints

Amit Syngle, MD & CEO, Asian Paints, addressed the topic 'Navigating uncertainty through marketing and digital transformations'

e4m by exchange4media Staff
Updated: Sep 4, 2020 9:04 AM
Amit Syngle

On the first day of the e4m e-TechManch Digital Virtual Conference, Amit Syngle, MD & CEO, Asian Paints spoke on 'Navigating uncertainty through marketing and digital transformations.'

Syngle spoke about how digital is making a strong impact and leading the way for brand innovation during these challenging times:

“As a brand we have undertaken some new initiatives, which have made it possible for us to leverage the digital interface. There is no point fighting and saying it's doomsday. We need to embrace this uncertainty as we go ahead. Also, it doesn't seem that things will change in the next six months, and now, within this market environment, we have to learn to see the silver lining.”

Syngle also underlined how Asian Paints has successfully navigated the current crisis. According to him, nobody could have factored this current pandemic in their risk estimations, or their risk mitigation strategies. 

“This situation has led to a new digital revolution and a lot of pioneering work is happening around us. We need to figure out how we can nurture this behaviour as we go ahead," he added. He also added that marketers cannot rely on the standard marketing campaigns anymore as the current times demanded a more dynamic approach.

Speaking about the agility and innovation that Asian Paints quickly adopted to adjust to the current market changes, Syngle said in the current market situation consumers were hungry for more information and that brands need to speed up to make this information available on top priority.

“While earlier customers were interacting with our brand once in four years, now with the digital push, they are interacting with us almost every day”, he explained.

Syngle also said that the merging of offline and online will emerge very strongly as a result of the ongoing scenario.

“Today we have so many touchpoints across platforms. I think it's time to see if we can create a single unified touchpoint for consumers and cross leverage across businesses," he said.

“Finally we need to keep on re-inventing, for example in our case we have a strong brick and mortar strategy but we believe looking at changing practices is very important”, added Syngle.

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