Bisleri's Tushar Malhotra On Connecting With Young India
Bisleri’s work in the last year continued its efforts to be seen as a brand that resonates with a young India, creating a stronger foothold for itself across consumer groups and markets. As the head of marketing for the beverage company, Tushar Malhotra can be credited with the brand ethos and successful collaborations that have enabled it to maintain this position. Malhotra is among those marketing leaders who believe that legacy media such as TV and print are growing alongside digital. He explains, “India is a vast country with a population exceeding a billion people. While digital marketing has extensive reach, TV continues to hold a significant role, particularly for mass brands aiming to rapidly increase awareness. This remains a key aspect of marketing strategy.”
Human Creativity Rules
In the age of artificial intelligence (AI), Tushar emphasises the irreplaceable role of human creativity, insights and understanding in marketing. AI, while useful, cannot replicate the human touch, believes the marketer.
Switching to sustainability and purpose-driven marketing, he underscores the importance of honesty and commitment. He cites Bisleri’s sustainability programme ‘Greener Promise’ as a testament to the company’s dedication to environmental responsibility. Malhotra advocates simplicity, hard work and keeping the consumer at the core of every marketing endeavour as the growth mantra.
