MAM
Ten stickiness mantras for the ultimate brand campaign
MUMBAI: One of the morning sessions of the opening day saw B4U India’s Khalid Sayed listing out his 10 stickiness mantras for an effective promo campaign. During his speech, Sayed also talked about the importance of coming up with a big idea.
Speaking about the importance of conveying the message clearly through the promos, Sayed pointed out that promo-makers have to open their mouth and say what they want to say through their works. Sayed found the relevance of a campaign to the programme a crucial one.
“The promo producer should spend quality time with the brand manager to understand the product well,” he said adding that the audio element is also very crucial in sending the message through.
According to Sayed, the attempt of highest kind should be to convert brand name to product category name. He listed out the examples like Nirodh for condom and colgate for tooth paste to drive home his point.
Sayed’s 10 stickiness mantras:
Gravity quotient: The campaign should make people believe what is being talked about.
Who are you talking to: Identify the audiences.
Jor laga ke: Recognise team work. Don’t consider yourself as a genius. Identify individual strengths and channelise all the energies towards one goal.
Calm before the storm: Brainstorming sessions should be used to discuss each one’s ideas, not to give birth to ideas. You should come prepared and relaxed to discuss your ideas.
Draw a roadmap: Draw your route to your target group.
Plan your game: Strategise your work. Don’t misjudge your audiences, Don’t copy other channels
Clutter factor: The ideas should be passed by the programming department and then the ad sales team. Promo producers will have to deal with these departments intelligently.
Why will it work: Your idea should convince yourself first.
Synergise: Understand what you are communicating and how it can get along with other properties of your organisation. Synergise on-air and off-air communications.
Respect the brand: Be proud of your brand. Show full conviction in what you are doing.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
