Let me introduce you Alekhya Kakumanu from IIM Ranchi. Alekhya is an engineering graduate from NIT Raipur 2017. Post that she worked for 6 months at Hexagon as a Software Analyst. She is a Marketing enthusiast and also the Senior Member of the Marketing Club at IIM Ranchi.
There's hardly anyone who is not aware of TED Talks, but for those of you who are still in the dark, let me explain what a TED Talk is all about.
Before the text starts getting saffron or blue and white, let me shed some light on a few common terms and their connection in the field of branding and marketing:
We have with us Ridhima Maheshwari from IIM Ranchi. She is an Economics graduate from Delhi University in 2018. Yes, Ridhima is a fresher. She is a Finance enthusiast. She is currently a senior member of Finance club of IIM Ranchi.
Kurkure started as a bridge snack between the desi namkeen and western potato chips category to bring the goodness of chips and spicy flavours of different states of India to life. It was introduced as a national brand for an anytime and anywhere snack. It has now become a loved brand under Pepsico but was initially launched under Leher with the tagline, ‘Kya Karein Control Nahi Hota’ to stress upon the irresistible taste of Kurkure. Even the name Kurkure was suggested after a market survey where the respondents rated the crunchiness (Kurkura) as the most beloved characteristic of the product. It has always been positioned as ‘Apna Kurkure’ with a pinch of Indianness both in terms of taste and advertisements. The core message of the brand is that it brings the whole family together and the same is portrayed in all its vernacular commercials (be it Tamil/Bengali). #TedhaHaiParMeraHai #TedhiMedhiFamily started with Juhi Chawla (who matches well with the desi and vibrant nature of the product) and her imaginary family and was followed by Parineeti Chopra (#RemixBahurani) and her family of celebrities (including Boman Irani and Farida Jalal). The core value of togetherness always remained the same in whatever twist they brought in their product. Family Express was the first of its kind marketing campaign where user-generated content was printed in thousands of packets of chips all throughout India. Kurkure has been constantly drawing insights from Indian families.
Darshi had difficulty from the very beginning to see things clearly. Along with the problem in her vision, she could not differentiate colors from a young age as well. Things became difficult while she was growing up because coping up with the world asks you to be at your best game. But, Darshi never gave up!
When you join an organization, what do you consider the most? What is the one factor that drives you to take up the job opportunity and start working on it? With Millenials coming to the workforce in more numbers, the companies are changing the way they reach out to people who would like to work for any particular organization. There are a few metrics that people joining an organization keep in mind. This doesn't only help them set an expectation in their minds about the particular role, but allows them to develop and perform better within the organization.
A lot gets revealed in informal conversations over a coffee! So I decided to take it up with some of the bright minds at IIM Lucknow to discover who they are and how they achieved the milestones of success in their lives. In the second part of the series, we interact with Mayank Bansal who is an alumnus of NIT Bhopal, ex-Bajaj Auto, and an intern with Deloitte USI.
Let me introduce you Alekhya Kakumanu from IIM Ranchi. Alekhya is an engineering graduate from NIT Raipur 2017. Post that she worked for 6 months at Hexagon as a Software Analyst. She is a Marketing enthusiast and also the Senior Member of the Marketing Club at IIM Ranchi.
There's hardly anyone who is not aware of TED Talks, but for those of you who are still in the dark, let me explain what a TED Talk is all about.
Before the text starts getting saffron or blue and white, let me shed some light on a few common terms and their connection in the field of branding and marketing:
We have with us Ridhima Maheshwari from IIM Ranchi. She is an Economics graduate from Delhi University in 2018. Yes, Ridhima is a fresher. She is a Finance enthusiast. She is currently a senior member of Finance club of IIM Ranchi.
Kurkure started as a bridge snack between the desi namkeen and western potato chips category to bring the goodness of chips and spicy flavours of different states of India to life. It was introduced as a national brand for an anytime and anywhere snack. It has now become a loved brand under Pepsico but was initially launched under Leher with the tagline, ‘Kya Karein Control Nahi Hota’ to stress upon the irresistible taste of Kurkure. Even the name Kurkure was suggested after a market survey where the respondents rated the crunchiness (Kurkura) as the most beloved characteristic of the product. It has always been positioned as ‘Apna Kurkure’ with a pinch of Indianness both in terms of taste and advertisements. The core message of the brand is that it brings the whole family together and the same is portrayed in all its vernacular commercials (be it Tamil/Bengali). #TedhaHaiParMeraHai #TedhiMedhiFamily started with Juhi Chawla (who matches well with the desi and vibrant nature of the product) and her imaginary family and was followed by Parineeti Chopra (#RemixBahurani) and her family of celebrities (including Boman Irani and Farida Jalal). The core value of togetherness always remained the same in whatever twist they brought in their product. Family Express was the first of its kind marketing campaign where user-generated content was printed in thousands of packets of chips all throughout India. Kurkure has been constantly drawing insights from Indian families.
Darshi had difficulty from the very beginning to see things clearly. Along with the problem in her vision, she could not differentiate colors from a young age as well. Things became difficult while she was growing up because coping up with the world asks you to be at your best game. But, Darshi never gave up!
When you join an organization, what do you consider the most? What is the one factor that drives you to take up the job opportunity and start working on it? With Millenials coming to the workforce in more numbers, the companies are changing the way they reach out to people who would like to work for any particular organization. There are a few metrics that people joining an organization keep in mind. This doesn't only help them set an expectation in their minds about the particular role, but allows them to develop and perform better within the organization.
A lot gets revealed in informal conversations over a coffee! So I decided to take it up with some of the bright minds at IIM Lucknow to discover who they are and how they achieved the milestones of success in their lives. In the second part of the series, we interact with Mayank Bansal who is an alumnus of NIT Bhopal, ex-Bajaj Auto, and an intern with Deloitte USI.
