Sunil Narula On Transforming Brands With Technology
Sunil Narula’s career-defining phase came during his tenure at Morphy Richards, where he led the marketing division. Over a period of seven to eight years, he witnessed substantial growth in the brand's revenue and awareness, reaffirming his belief in the transformative power of marketing.
Narula is among the marketers who believe that even “non-environmental brands can contribute positively to the planet”, and it is the responsibility of all marketers to engage in this aspect transparently and authentically. Brands that fail to do so will lose consumer trust and suffer in the long run.
Growing Together
Narula sees technology and its newer forms, including generative tech, as a way to strengthen marketers, especially in enhancing content creation and communication. “Technology helps in getting efficiencies in place, understanding target audiences better and efficiently utilising data,” he says.
As the social media marketing space grows, Narula stresses the need for concise storytelling and engaging content in an era of diminishing attention spans. “The biggest challenge for any brand is to ensure that it catches consumer attention and keeps them engaged in the digital world,” he reflects.
Panasonic takes a unique approach, where it collaborates with electricians, which has worked well for the brand in maintaining loyalty among influencers.
