This section features exclusive interviews of eminent personalities from the industry and the academia who have created a niche for themselves in the field of marketing.
In Conversation with Mr. Kishore Chakraborti, Vice President, McCann Erickson India
- Where did you begin your career from?
I started my career as a Bengali translator of English ads in a small Calcutta based advertising agency and later became a Bengali copy writer.
- What is the biggest challenge you have faced till now in your profession?
To arrive at one’s own point of view. I am very dumb when I am asked to follow a laid out path. I am comfortable in my own designed path. The most difficult challenge and also thrill are to navigate your own path when there is none.
- Do you think a formal degree in “Management “help make good managers?
It should help if the person uses his learning as basic grammar of marketing but only that much; the success story still has to be written by him. By knowing the rules one understand when to break, upgrade and change the rules.
- Personally, how brand conscious are you?
There are very few things in which I am brand conscious …I am more value conscious. When the brand sits in the centre of this value system I go for the brand otherwise price and availability decide the fate of purchase.
- Given the enormous number of advertisements and brands that a consumer is exposed to, what does it take for a brand to stand out?
Warmth and Sympathy
- Your favourite tag-line/slogan –
Again choice is very wide. Here are a few; starting with “Ting Ting Ti Ting” of Britannia- you need no words, sound is enough. P&G preOlympic campaign – Tribute to Mother the most difficult role in the world. Dove – when did you start believing that you are not beautiful?
- Your favourite ad-campaign?
There are many. One is Cadbury. I like Cadbury campaigns, from Taste of Life to “Kuchh Mitha Ho Jae” to “Mithe Me Kya Hai” – a wonderful journey of a brand liberating itself from its restricted space of condiment, eaten on occasions, to the bigger space of “Mitha” in life.
- Is it inevitable to be in selling before being a successful marketer? How has your experience been?
A successful marketer always has an honest intension to empower his customer, and value -add his life. If consumer sees value he will pay for it, one does not have to sell it.
- Which is your most treasured purchase?
My first 650 Sq.ft. flat in Calcutta. I spent hours with my wife every Sunday decorating & filling up empty spaces with content of our imagination while it was in the process of construction. That flat is no longer with me now.
- Given a million bucks, how would you like to spend it?
A few years back I would have, as per my usual cultural tendencies, would have saved it for future. Today I probably will spend in travelling and visiting places.
- What helps you unwind at the end of a hectic day?
Good books, good music,& a good companion who shares my passion
- What do you like the most about your job?
Lack of monotony and proximity of youth in many roles – as colleagues, clients, students, marketers, entrepreneurs; challenges to think differently.
- A must read book for every marketer:
- What quality do you think is indispensable for future marketing managers?
Curiosity, Passion and Courage