Home >> Marketing >> Article

Pitch Exclusive: Chander Mohan Sethi’s secret ingredients to keep cult brands alive

04-October-2011
Font Size   16
Pitch Exclusive: Chander Mohan Sethi’s secret ingredients to keep cult brands alive

In these changing times consumers are evolving at a ferocious pace and marketers are reading these signs of change and applying them to break new grounds in the marketplace. Pitch takes a close look at brands and companies that are ‘Breaking New Grounds’ at the Pitch CMO Summit 2011. The Summit will be held in three cities – Mumbai (November 21), Bangalore (November 23) and New Delhi (November 25).

CEOs, CMOs and marketing heads of the best of the brands that are breaking new grounds will share detailed case-study presentations at the Summit. One such distinguished speaker is Chander Mohan Sethi, CMD, Reckitt Benckiser (RB). Sethi will be speaking on ‘Cult brands: keeping them relevant to the ever changing India’.

In the Rs 130,000-crore FMCG sector, RB is a key player with its cult brands like Dettol, Cherry Blossom, Disprin, Mortein, Durex, Colin, Harpic, etc. These brands have maintained their cult status over the decades despite changing Indian consumer preferences. In his 27-year long stint with RB, Sethi has played a key role in driving these brands. He brings with him many years of sales and marketing experience in emerging markets across the globe, which has helped him in establishing a strong foothold for RB in the household products and personal care sector in India.

Talking about RB’s performance in the Indian market, Sethi said in a media statement, “Reckitt has grown by leaps and bounds over the last few years and this has been possible due to our passion for delivering better solutions to consumers. Through the roll-out of and investment behind our global Power Brands, Reckitt Benckiser has not only introduced products, but has created completely new growing categories and brought fresh life into stagnant categories. For example, toilet bowl cleaners, stain removers and hair removal.”

At the Mumbai leg of the Pitch CMO Summit, Sethi will share his secret ingredients of keeping cult brands alive and relevant.

Other key speakers who will be speaking at the Mumbai leg of the Summit are (names in alphabetical order): Anuradha Aggarwal, VP - Brand Communication and Insights, Vodafone Essar; Jawed Habib, CMD, Jawed Habib Hair and Beauty; Krishnadeep Baruah, Director Marketing, RIM India (BlackBerry); Lutz Kothe, Head of Marketing and PR, Volkswagen Passenger Cars, Volkswagen Group Sales India; and Sumit Sahay, Marketing Head, Infiniti Retail (Croma), among others.

Watch this space for more.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

By acquiring 21st Century Fox, Disney will have an immensely powerful content portfolio, adding to an already impressive assemblage which includes Marvel, Pixar and Lucasfilm.

The company’s revenue dropped by 7 per cent at Rs 542.3 crore

With a plethora of books on the marketing and advertising arena being unveiled, the biggest reason this one shines is for the brutal candour with which it is told