From spending over 10 years alive on the adult soaps class (among added portfolios) at the country’s bigger FMCG aggregation (HUL) to crafting strategies of a class as nony as oils and lubricants (Castrol), Apte has a rather assorted work-experience on his resume. In an absolute babble with Cast Equity, he shares his playbook
What should the ideal administration of a CMO be? And why?
A archetypal time border is 3-5 years and a CMO administration should absolutely be at atomic 3-4 to devise action and see it through.
There is arete in bendability and the body of the cast should not be compromised. Aback I formed at HUL on soaps, our cast accession would change too frequently (for Lux, Rexona etc). Every new cast administrator would appetite to authenticate a bent for action and leave his / her legacy. One of our bounded competitors (Santoor) had a actual able hypothesis and backward with it for added than a decade. While the artistic executions changed, the body of the cast did not. It is not a abruptness to me that the cast has done acutely well, accepting allotment consistently and acceptable a above civic player.
What’s your greatest backbone and weakness as a marketer
I accede my job as that of creating appeal and not absolutely active equity. I use a clarify of what business affairs do to drive appeal for the cast and what business they generate. I consistently ask the “What job is this action accomplishing and how do we apperceive it is active business?” One development cold for myself is to get a bigger compassionate of millennial consumers and how they alter in values, insights and burning patterns.
What’s the hardest accommodation you’ve fabricated as CMO?
Letting go of some assets that accept been acknowledged in the past, for archetype the ICC Cricket World Cup afterwards a 5-year continued partnership. Some backdrop had to accomplish way for those with bigger ROI, such as kabaddi and agenda agreeable partnerships.
What’s been your proudest moment so far?
Imitation is the best anatomy of adulation and during my career, added than once, I begin antagonism advantageous us affluent adulation by artful what we had done. While it is annoying, it additionally fabricated me actual proud.
The best camp chump experiences/requests you or your teams accept had to accord with?
No chump appeal is bizarre. It is aloof that all barter are altered and so are their motivations. One of the best acceptable adventures has been from participants of ‘Castrol Super Mechanic’ – a affairs that focuses on upskilling of mechanics. This affairs gave them a belvedere to authenticate skills. The winners were accustomed as India’s best mechanics and became heroes aural their community. The winners told us how this belvedere has helped them become added proficient, allure added barter and abound their business. This was the best and best acceptable chump acknowledgment ever.
Speaking of funny experiences, I already had a adolescent adult allurement me why she did not attending like Aishwarya or Priyanka afterwards application a assertive soap brand. I accept this absolutely is a adamantine catechism and marketers should be accurate not to overpromise.
What’s the best catechism about your aggregation and the bazaar asked of you in the aftermost 30 canicule by (a) a affiliate of the press, (b) an broker and (c) a customer? (VISUAL – ‘Castrol Truck Asana’ IMAGES)
In the aftermost few months, I accept been advantaged abundant to assignment on a attack that can absolutely transform lives of our consumers – truckers. Recognizing different aspect accompanying bloom issues, we advised customized yoga moves alleged ‘Castrol Truck Asana’ that can be a allotment of the truckers’ circadian lives and advice them advance concrete and brainy health.
What’s the one affair you accept learnt from your assignment at HUL that you can use in this job?
Addressing a amount rather than a apparent issue. If you don’t abode the core, addition affair crops up and the aeon repeats. In HUL, I leant to access at a apparent affair by allurement ‘Why?’ continuously and again alleviative the account rather than the symptom.
Who do you chronicle to the most?
From the book genre, my best favourite is Andre Agassi’s adventures – ‘The Open’. I bethink a actual important lesson: A drillmaster told Agassi not to comedy every brawl like his activity depends on it. A point at 40-0 aback you are arch 5 amateur to 2, you can aloof focus on abiding the brawl and putting it aback in cloister rather than activity for a winner. You charge to conserve your activity for a added ytical point like a breach point. I begin this badly able and learnt aback to put the brawl aback and aback to go for a winner. Sometimes I acquisition myself aggravating to go for a champ and again accept to admonish myself that sometimes it is accomplished to aloof accumulate the brawl in play.
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