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Tag: Alpana Parida

  • Based in Mumbai, Ms Sarin will work closely with the client servicing and creative teams to manage key clients inIndia,Singapore, Africa and the Middle East

    DY Works appoints Ashita Sarin as Senior GM-Marketing

    By A Correspondent

     

    DY Works (erstwhile dma branding and yellow design), a brand strategy and brand design firm has further strengthened its senior leadership team with the appointment of Ashita Sarin as senior General Manager – Marketing. Based in Mumbai, Ms Sarin will work closely with the client servicing and creative teams to manage key clients in India, Singapore, Africa and the Middle East.

     

    A graduate of Parson’s School of Design, New York, Ms Sarin has over seven years of client management experience, including a stint at Landor Associates, New York and India. A dynamic professional with extensive experience in brand building & client relationship, Ms Sarin has worked on brands like Procter & Gamble, American Express, Tata Group, Mahindra & Mahindra, Taj, Cafe Coffee Day, Tata Realty and Infrastructure Limited, and Hindustan Construction Company among others.

     

    Alpana Parida, President, DY Works, said: “DY Works has always endeavoured to tread new paths in the world of brand building. Ashita brings to the table vast  experience across industries in Indian and international markets. We are confident that with her leadership DY Works will actively grow new client base and expand our existing relationships inIndiaand abroad.”

     

    On her move to DY Works, Ms Sarin said: “At DY Works, I was struck by the passion to make a difference to customers’ brands. The people and the team that I will work with are extremely enthusiastic. To work with HUL as a customer and to be able to deliver value to them consistently is a challenge as well as a huge opportunity. I look forward to partnering with the clients in understanding Indian consumer behaviour and bring my experience to make the brand building exercise more successful.”

     

  • Alpana Parida spells out the 5 Rs brands should adopt, to shake off cobwebs, beat competition, move with the times and above all, remain relevant.

    The Anchor: 5 ways a brand can stay relevant

    By Alpana Parida

     

    #1 Rejuvenate

    An old brand like Pepsi has remained relevant for Gen X in the ’80s and now Gen Y as it has constantly rejuvenated itself. If a brand never changes the way it appears – it atrophies and dies. It must constantly rejuvenate itself to infuse freshness and youth into the brand.

     

    #2 Reinvent

    Environment keeps changing and brands need to reinvent the brand proposition to create relevance. Amul Ghee was slowly losing relevance even in homes where ghee was loved. A dry roti was becoming the norm. At DY Works, we realized that the consumer needed a nudge in reassuring them that there was enough according to Ayurveda that said one spoon a day was good for you.

     

    #3 Repurpose

    No amount of logo rejuvenation can keep a brand from dying if it does not repurpose its core deliverables in a changing environment. By not taking the threat of digital cameras seriously and in a timely manner, Kodak joined the brand graveyard which is littered with examples of giants who did not read the writing on the wall.

     

    #4 Retract

    Flexibility is key. Admitting mistakes is greatness. Wrong decisions get taken but brand leaders, like great generals, know when to retreat. Coca-Cola became an American Classic when it quickly retracted its New Coke formulation.

     

    #5 Restore

    As I was passing by Metro Cinema in Mumbai the other day, I was struck by how little interest there is in restoring its glory. Metro Cinema (1938) is an example of our Art Deco heritage. Today it is a multiplex movie theatre in Mumbai. It was built and originally run by Metro-Goldwyn-Mayer (MGM), the Hollywood studio. This has the ability to become a destination landmark and the equivalent of the Kodak Theater in LA for Bollywood. Sometimes, all that great brands really need is a little restoration.

     

    Alpana Parida is President, DY Works.