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Summary

I have about 8 years of diversified experience as an expert communications (external & internal) & public relations professional with a strong background in CSR & sustainability in India and other emerging markets like Bangladesh. Played the role of a trusted adviser & helped build reputation for some of the fastest growing organisations & brands.

I have been instrumental in leading critical business processes & change management for fast growing organisations & have established a  successful track record of building & leading teams & setting up new departments, processes and effective communication programs- internal & external.

I have conceptualised and led teams for innovative brand communication , category creation campaigns, deeply rooted in consumer needs with a special focus in digital & social media platforms that have resulted in brand preferences & created industry benchmarks. Campaigns led by me have won  several awards  on national and international platforms .

I have also spearheaded a part of business for a strategic brand design consultancy & set up a communication dept. independently for a home grown brand.

Kellogg India

Csr & Sustainability

Social media
Blogger engagement, Consumer connect programs, Event planning & management, communication, Digital marketing, CSR & Sustainability strategy & communications.

Csr & Sustainability

Kellogg India
Sept' 15- Corporate Communications(includes brand communications), CSR & Sustainability(part of the Global team)-www.kelloggs.in I am contributing towardsbuilding the External Communications, Internal Communications, CSR & Sustainability agenda Kellogg India which is the leader in the breakfast category in India & helping shape the ready-to-eat cereal category relevance in the country Selected achievements: Set up the process and systems for the department in India & work closely with APAC Comms. team to tailor Kellogg's global comms. programs in India, guided the agency to become strategic partners and providing high value to the business and the growth strategy Managing
2012-01

Investor

Marico Limited
Aug' 15 Corporate Communications & Global Centre of Excellence for PR Marico Ltd.-www.marico.com I was instrumental in developing the corporate communications and brand PR function for Marico, one of the fastest growing FMCG in India. I was responsible for communications, both external, internal & Investor communications for India & Bangladesh. I played a key role in creating a strong base & developing the function as a centre of excellence and was a communication counsel for other emergingmarkets like Vietnam, Middle East, North & SouthAfrica. I also managed multi-agency teams from diverse disciplines like PR, Digital, advertising; design etc. & worked with multiple internal teams to drive brand communication campaigns which have won several external and internal awards. During my tenure, Marico received many recognition like being ranked No. 53 in the world in the

Wagh Bakri Tea

Marico Innovation Foundation MIF
a not-for-profit) & the Innovation for India Awards(IIA) Led internal communications for over 3000+ employees; conceptualised & launched an interactive digital platform for all internal communications. Also, managed all news bulletins, communication from the leadership team, announcements etc. Introduced a live video cast by CEO that received more than 70% participation by employees Launched the program' innovation jam'(to encourage innovation across the organisation) Wagh Bakri Tea
2010-072011-12

Wagh Bakri Tea

PR
Corporate brand communications Wagh Bakri Tea www.waghbakritea.com I set up the Corporate Communications department and designed the PR protocol & structure at Wagh
2008-122010-06

Consultant

DY Works-Brand Design
Consultancy Marketing & Brand Consultant

Education

Diploma

Xavier Institute of Communications

B.Com

Gujarat University

Training, Skills & Awards

Selected Awards:
  • Silver ABBY for Saffolalife Study at the Goafest PR ABBY Awards 
  • Silver ABBY for Saffola Masala Oats at the Goafest PR ABBY Awards 2014
  • SABRE Award South Asia for Saffola Masala Oats 
  • IPRCCA Silver for Saffolalife Study in the Continuous Campaign category 
  • IPRCCA Bronze for Saffola Masala Oats for 'Best use of PR by a brand'
  • IPRCCA Bronze for Saffola Masala Oats for 'Best use of Social Media'
  • Bronze ABBY  at the Goafest PR ABBY Awards for Kellogg's 'Bade Sapno ki Sahi Shuruwat' for 'Foods' 'category
  • Bronze ABBY  at the Goafest PR ABBY Awards for Kellogg's 'Bade Sapno...' for Integrated Campaign 

Training/Skills:
  • Diploma in French language from Alliance Francaise
  • Participated in a Relationship Management Program by Homi Mulla
  • Participated in a Leadership development program at Kellogg
  • Languages known: English, Hindi, Bengali, Gujarati, French

Areas of Expertise

Corporate reputation management, Listed company communications, Corporate positioning, Investor communication & Analyst relations, Stakeholder management, Leadership training & communication, Positioning & messaging ,Brand Communications, Category creation,Public relations,Internal communication & employee engagement, Crisis communications & issues management, Non-metro markets communication,On line reputation management, Influencer relations & management, Content marketing, Blogger engagement, Consumer connect programs, Event planning & management, Social media communication, Digital marketing, CSR & Sustainability strategy & communications.

Marico Limited

Jan'12Aug'15

Corporate Communications & Global Centre of Excellence for PR

Marico Ltd.-www.marico.com 

I was instrumental in developing the corporate communications and brand PR function for Marico, one of the fastest growing FMCG in India. I was responsible for communications, both external, internal & Investor communications for India & Bangladesh. I played a key role in creating a strong base & developing the function as a centre of excellence and was a communication counsel for other emerging markets like Vietnam, Middle East ,North & South Africa. I also managed multi-agency teams from diverse disciplines like PR, Digital, advertising; design etc. & worked with multiple internal teams to drive brand communication campaigns which have won several external and internal awards.

During my tenure, Marico received many recognition like being ranked No.53 in the world in the prestigious Forbes 100 Most Innovative Growth Companies List, featured amongst the 'Top 100 Great Places to work' list &  voted as one of the'Top Companies for Leaders' .

Selected achievements:

  • Lead the corporate communication strategy of the listed entity of Marico Limited, being a point of contact for the leadership team  &  was responsible for generating high value visibility & reputation shift for the corporate brand in priority business & industry media resulting in the coverage increasing by 50%-70% every year & a notable  increase in mind share & key messages delivery
  • Managed the communications for the company through various changes like de-merger of Kaya, acquisition of Paras Pharma brands, leadership management changes etc.
  •  Designed a crisis communication protocol for the organisation  & managed various types of external reputation crisis-product, processes etc.
  • Developed all brand communication initiatives on the brand Saffola & Parachute in India & Bangladesh & initiated new programs like  studies,blogger outreach, establish category leadership, studies,tier 2 media strategy, and experiential events to drive behaviour, change brand perceptions, creating habits etc.
  • Built a 360°  successful external and internal communications strategy to drive thought leadership 'as an innovative & empowered organisation' working with the HR team to build Marico as a successful emerging market MNC and an ‘employer of choice ‘
  • Responsible for, devising the strategy, managing quarterly investor communications & crafting the business messaging for  high value placements in print & electronic media as well as announcements internally
  •  Set up the external communications policy for the listed entity of Marico in Bangladesh   &  provided strategic counsel for all media and crisis communication
  • Created a charter for media training & messaging for 8 spokespersons in the organisation. Also, successfully profiled & positioned the MD & CEO as the business leader & profiled function experts successfully
  • Helped set up the Twitter content strategy for the Chairman & generated visibility  for his personal social responsibility initiative-ASCENT
  • Helped set up an Online reputation management process which helped track the brands' conversations real time on social media , manage reputation & mitigate crisis
  • Built the Saffola mother brand integrated campaign using health influencers & celebrities for ‘World heart day’, resulting in earned media coverage worth 10 million & winning 7 awards , also the communications model is now  a property
    • Introduced & developed various category building programs using Studies, digital properties for Saffola to establish leadership as a 'heart care' brand. Also, developed trends & categories to establish Saffola as a healthy food brand
  • Conceptualised and developed with the brand team; a Digital Influencer property & content marketing initiative with a Michelin Star Chef ,Bloggers, Nutritionists & Celebs called ‘the Fit Foodie’ that created affinity and preference for the brand Saffola as a food  brand, the initial launch resulted in over 30,000,00 + impressions & earned media & won 8 awards. It continues to be an industry benchmark
  • Have provided counsel to develop a health and nutrition advisory board   comprising top cardiologists and nutritionists (Influencing the Influencer program)  for the brand Saffola to enable expert advocacy for the brand & drive category messaging via experts
  • Designed, developed & launched the CSR strategy and the first program for Marico Bangladesh .I was also responsible for managing the PR & digital communications agenda for Marico Innovation Foundation (MIF) (a not-for-profit) & the Innovation for India Awards (IIA) 
  • Led internal communications for over 3000+ employees; conceptualised & launched an interactive digital platform for all internal communications. Also, managed all news bulletins, communication from the leadership team, announcements etc.
    • Introduced a live video cast by CEO that received more than 70% participation by employees
    • Launched the program 'innovation jam'(to encourage innovation across the organisation)

Wagh Bakri Tea Group

July '10Dec '11

Corporate brand communications & PR

Wagh Bakri Tea Group- www.waghbakritea.com

I set up the Corporate Communications department and designed the PR protocol &  structure at Wagh Bakri Tea (WBT) Group (the 10 most trusted hot beverages brand in India by Brand Equity)

Selected Achievements:

  • Launched the Wagh Bakri tea lounge (a tea cafe) in Delhi & devised a strategy to create consumer experiences and affinity towards tea & enable foot falls
  • Helped create visibility for various tea brands of WBT in tier–ii markets, designed the social media content strategy & enabled the first corporate coverages in priority 1 business and industry media & secured speaking engagements for the spokesperson

Activities & Interests

  • Trained Indian classical dancer (Bharatnatyam), performed nationally
  • Past Member of CII-YI and worked on projects for Education, Environment and Healthcare
  • Past Member of Shamiana , a short Film Club, volunteered to generate visibility for the same
  • Voluteered for an NGO- Maharashtra Dyslexic Association to develop communications collaterals for the same
  • Interests include Writing on food & travel, developing diverse recipes, dancing , reading & photography

DY Works-Brand Design Consultancy

Dec'08Jun'10

 Marketing & Brand Consultant

DY Works

I was associated with DY Works- as a brand design consultant providing brand design thinking and strategies for various clients like HUL, Godrej, Cavinkare, Future Group (Big Bazaar), Aditya Birla Group( More stores)for projects on New Brand Development, Brand Rejuvenation, Brand Visibility ,Packaging Design, Brand Architecture and Experience Design. Also, applied semiotics to unearth deep rooted consumer motivations and desires, to decode consumers through symbolism in culture for various brand design projects

  • Managed the business for a portfolio of clients & responsible for organic growth as well new business development. Single point contact for clients & responsible for client relationship management & client retention
  • Managed a team of Creative Designers & studio

Past Board Memberships

  • Starbucks
  • Brookings Institution
  • Ad Council