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IMA felicitates successful, path-breaking and impactful marketing strategies : Anand Kripalu, Diageo India

08-December-2017
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IMA felicitates successful, path-breaking and impactful marketing strategies : Anand Kripalu, Diageo India

Anand Kripalu, MD & CEO Diageo India, who was the Jury Chair at the 4th edition of the Indian Marketing Awards (IMA) 2017 held on Thursday evening, spoke about the rigorous process of selection involved in deciding this year’s winners. "It was heartening to see the quality of work and we got exposure to some of the best marketing work that India has to offer," said Kripalu.
Sharing how IMA has set a new gold standard for recognising marketing talent and the jury process involved this year, Kripalu said, “IMA felicitates successful, path-breaking and impactful marketing strategies starting from articulation of sharp objectives addressed through a strategy of plugging consumer need gaps unearthed through sharp consumer insights. I enjoyed this process as I believe I am a marketer at heart. IMA is a recognition in marketing successes, it’s about marketing at a holistic level which means having the clarity of what we are trying to do with marketing, with consumer insights and that being leveraged into strategies that have impact and executing that in the marketplace and finally ensuring that all of this delivers impact in terms of achieving what the brands set out to do.”

Speaking about the IMA entries this year, which involved some closely contested categories, Kripalu stated that it included some of the best marketing work done in India. “This time we had a lot of entries that we had the opportunity to go through. It was heartening to see the quality of work and we got exposure to some of the best marketing work that India has to offer. I believe the proof of any successful strategy lies in the results, be it the metrics of the brand or the business sales and profitability and so on. Moreover, the power of the diversity came through very clearly during our jury deliberations. We walked out with a clear conscience that what we could have done, we have done.”

“It was a tall task for us to pass judgement. Overall it was a balanced jury as we had professionals and entrepreneurs and as well as people from different fields as members of the jury," he added.

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