It’s important to have a brand purpose: Nitin Saini

The Pitch CMO Summit saw the coming together of a host of professionals, veterans, and legends from across the media sphere in celebrating the often overlooked as well as learning from the best in the business.

Among the slew of engaging sessions held over the course of the summit, Nitin Saini, Vice President, Mondelez International, delivered a short but powerful address on ‘How Mondelez marries ideas and technology for brand building’.

Noting that Mondelez and its myriad brands are already well entrenched in the mind of the Indian consumer, Saini said, “What has really helped us reach this place is the strong emotional connection we’ve managed to build with consumers. That starts with having a strong purpose for each of our brands.”

“This is why it’s so important to have a brand purpose. For instance, in Cadbury Celebrations, the idea is run by generosity. The idea on top of that is helping the small retailers, and the idea on top of that is the machine learning technology," said Saini, referring to the much-vaunted ad starring Shah Rukh Khan, which won a Cannes Lion.    

Saini went on to showcase different ads of different products from the international conglomerate and how each connected with a unique touch point with different consumers.

So, when it comes to marrying ideas and technology in terms of brand building, Mondelez has a few keynotes. "The heart of it is getting to what the purpose of the brand is and it is not as easy as one might think. You have to go very deep into who the consumer is, what are their motivations, and what appeals to them. Once you get the brand purpose, that's what provides the tailwinds to everything else you do,” concluded Saini.