Manisha Lath Gupta chooses AAP over Axis Bank
Gupta has been with Axis Bank since August 2010, and spearheaded many of the brand's initiative, including 'Badhti ka Naam Zindagi'. She is the latest from the corporate world to join the Aam Aadmi Party
Manisha Lath Gupta, Executive Vice-President and Head, Marketing, Retail Liabilities and Electronic Banking, Axis Bank has put in her papers. January 31, 2014 will be her last day at Axis Bank.
While confirming the news to exchange4media, Gupta said, “It has been a great stint at Axis Bank. I now want to devote my time to do something meaningful for the entire country, so I will be joining the Aam Aadmi Party (AAP), which, to me, is not a political party but a movement and a chance to change things for the better.” She will be involved in raising funds for AAP for the forthcoming Lok Sabha elections.
Gupta had joined Axis Bank in 2010, and over the last three years, has led several initiatives such as building its salience through impactful media, driving activation across liability and asset products, improving customer experience through customer focused branch layout, and enhancing the digital experience through constantly upgrading the bank’s website and internet & mobile banking interfaces. She also spearheaded the brand’s popular initiative which was the repositioning of the Axis Bank brand from being a ‘problem solver‘to that of an ‘enthusing & encouraging partner’ through the Badhti ka Naam Zindagi campaign.
In her previous role as Associate Director - Marketing at Colgate-Palmolive, Gupta was responsible for delivering market share and profitability for the toothpaste business in India. Under her leadership, toothpaste shares for CP touched an alltime high. Prior to this, she was the Consumer Innovation Centre Head for India where she set up the innovation team and processes to deliver new products both for India and regional markets.
Gupta had also featured on IMPACT’S Top 50 Most Influential Women list in Media Marketing and Advertising for 2012 and 2013.
She has over 18 years of experience across brand management, advertising, new product development and brand activation.
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