Collaboration Is The New Success Mantra: Prasun Basu

The much awaited Marketing White Book (MWB) was launched by BW Businessworld Editor-in-chief and Chairman Annurag Batra and Nielsen South Asia President Prasun Basu on Thursday (21 July).

"Companies which bring more diversity in innovation get maximum commercial benefit," said Basu at the event in New Delhi.

He went on to add that in today’s world all the diversity cannot come in one organisation, it need collaboration.

“Take an example of the most popular game played today- Pokemon. The founder of the game had a 20 year old collaboration with Google, out of which Google Earth was a by-products. The founders collaborated with more organisations to make the game the game Pokemon which is very diverse in nature a reality.”

Collaboration is the new success mantra in the current business environment, companies which are not able to do well in the offline space is collaborating with e-commerce platform to improve their performance.

Basu also said that to build a strong foundation for innovation we need to develop a culture of innovation. “Companies should know for whom and why they are investing. Innovation requires billions of dollars of investment hence it has to be sustainable, scalable and systematic.”

Giving an example of Pulse chocolate, he said, the reason why it became a success overnight because they have been successful in catering an un-mate need of Indian taste buds.

Talking about creativity as a game changer in the marketing world, Josy Paul, Chairman & Chief Creative Officer, BBDO India said that game changer starts by changing themselves.

He said, “Change is the nature of the media and we are also changing according to it. Idea has to live in live and organic world not in a meeting room. And it takes the guts and supreme belief in oneself. Be what you want and not your boss or society wants you to be.”