My distinguished guest in this episode of our award-winning series, MVP – The Master's Voice Podcast, is the young veteran, Puneet Das, President - Packaged Beverages, (India & South Asia), Tata Consumer Products Limited. Puneet is a passionate driver of profit, purpose, delight, and value for the business.
Puneet, who joined Tata Consumer Products Ltd in November 2017, was appointed President – Packaged Beverages (India & South Asia) in April 2021. Prior to that, he held the position of Senior Vice President – Packaged Beverages, India, and played an important role in strengthening the core Tata Tea brand and its sub-brands.
Recently, on Mother's Day, TCPL (Tata Consumer Products Ltd) introduced pioneering packaging innovations and ran a category-first, personalized campaign. They deployed a mix of emotionally connecting packaging with hyper-personalization across an unprecedented range of customized tea packs, each uniquely adorned with personalized messages and photos dedicated to mothers. This innovative packaging reflects the brand's core values of "care" and "personalization," which have consistently been showcased throughout their past campaigns.
Some excellent takeaways from Puneet Das on this episode:
· It’s all about continuous innovation, and having a mindset that keeps apace with the world that is changing every day.
· It is about the willingness and hunger to learn. And crucially, to listen and learn, and absorb.
· Have great curiosity. Don’t just be aware of what happened. Ask the ‘Why’ question. People often stop at facts and don’t proceed to the Why
· At all times, a brand must be and sound authentic, and not just clamber aboard a bandwagon because others are doing the same
· Also, marketers must be aware of the need to target consumers wherever they are in their digital journey
Puneet is a strong believer in the power of communities and considers community-building an important duty of every marketer. He emphasizes the need to engage in community-building for participation, conversations, and engagements. This includes occasional influencer networks, but more importantly, building organic influencer networks.
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