Humble & hungry is an effective strategy for good marketing: Binit Kumar, Dabur

Dabur, a leading name in the FMCG sector, continues to make waves with its innovative marketing strategies and digital prowess. Recently, Binit Kumar, Deputy General Manager of Marketing and Category Head for Oral Care at Dabur, spoke exclusively to e4m about the brand's recent triumph at the 2nd edition of the Red Carpet Experiential Marketing Summit & Awards and more. Delving into the intricacies of their acclaimed campaigns and the evolving landscape of marketing, Kumar sheds light on the importance of continuous learning, emerging technologies, and the qualities that set individuals apart in the dynamic field of marketing.

Excerpts from his recent interview:

What does this award mean to you personally and professionally?

It was great working on the innovative campaign, which was the first NFT for Dabur. The award has appreciated the efforts put by the team and agency, which will motivate us to create better and bigger campaigns in the future.

How do you think your work has made a positive impact in your industry or community?

The campaign – 'My Ganpati Moment,' was a homage to Lord Ganesha for Maharashtra. The output of the UGC campaign was converted into a World Record – 'Largest Digital Ganpati Mural,' which later got converted into an NFT. The campaign has helped in connecting the brand with masses and also leveraged technology to preserve the digital Ganpati mural, one of its kind in India.

How important is continuous learning and adaptation in your line of work?

Being dull in business & marketing is costly and frustrating. Dull is expensive as well as you have to put a lot of effort and money to make a message clear to others. As technology is changing, so are consumer preferences; we need to be closer to the consumer to understand their needs and hence uncover insights for product design & communication. We need to upskill to keep pace with the changing milieu and avoid being dull.

Are there emerging trends or technologies that you find particularly intriguing?

AI & CGI is the latest fad in marketing to surprise and capture attention for consumers; the technology is getting inspired by global cues. With information overload, reach without attention will not help in making memories and association for the brand; hence, a lot of FMCG companies are realizing this and monitoring & measuring time in view for the commercials for optimum marketing effectiveness.

What do you think sets apart individuals who excel in your industry?

Someone who is keeping pace with technology advancement in the field of marketing and also keeps working on brand growth fundamentals will have an appetite to excel. Being humble & hungry will make one more effective in the field of marketing.