Gunjit Jain Of Colgate-Palmolive On Empowering Brands Through People-Centric Marketing
Colgate-Palmolive commands strong brand recall but oral care is also a category that has seen tough competition with several options coming to the fore from established and newer players. In its growth pursuit, the brand’s marketing has worked as a true differentiator. For Gunjit Jain, who took charge of the company’s marketing earlier this year, India offers many opportunities to grow, keeping it among the important markets for the company.
Returning to the country after a decade, Jain asserts India’s status as a thriving market despite conversations of a global slowdown. He points to factors such as a successful wheat crop, favourable monsoon and controlled inflation as signs of India’s resilience. While brands continue to invest, Jain highlights the importance of understanding the extent of these investments and the overall market sentiment.
For Effectiveness & Efficiency
Jain dissuades seeing media in any silos or standalone components but as part of a larger plan. He says that the choice of media, whether digital and newer forms of media or traditional, must be based on its effectiveness and efficiency in reaching and converting consumers. For FMCG companies such as Colgate, which cater to a broad audience, a balanced approach that combines traditional and digital media remains essential.
In terms of emerging technologies, particularly the likes of Generative AI (artificial intelligence), and its impact on the role of chief marketing officers and creative professionals, Jain acknowledges this to be an exciting and developing space, with marketers from various industries exploring its potential. However, marketers must focus on three core functions -- strategy, commercial planning and execution, and everything else falls in the realm of enabling these.
People-centric, Data-driven
The marketing landscape in India is changing fast as the ecosystem undergoes a reset. Connecting with consumers requires many dimensions and layers, and amid these, Jain speaks about the enduring importance of captivating content despite shrinking attention spans.
He underlines the significance of maintaining a people-centric approach in a data-driven world but he also urges marketers to resist becoming overly consumed by data and technology. Personal and emotional connections with consumers must be prioritised for any brand to resonate with consumers.
Jain's message to fellow marketers is to maintain a people-centric focus and continue fostering emotional connections. In an era marked by rapid technological advancements, his insights serve as a poignant reminder that at its core, marketing revolves around understanding and engaging with people, even as the tools and channels of the trade continue to evolve.
