Brands
Brands need to get inspired, innovate & then transform: Kendrick Reid
MUMBAI: “How often have you asked yourself, who you want to be?” asked BET Networks’ Kendrick Reid to creative minds present at the Mumbai edition of promoaxbda. Reid went ahead to mention that just like human minds need a good dosage of inspiration to innovate and thereby transform, brands too need to take the same route.
The first thing that brands need to keep in mind while rejuvenating its communication strategies is to hit on emotional chords. Only an emotional connect brands can help consumers to be with it at various stages of its transformation. Reid mentioned about how Steve Madden for 12 years didn’t believe in mainstream advertising. When they actually rolled an ad film it fell flat. After much introspection Steve Madden weaved perfect style in its communication. Steve Madden splashed communication messages at strategic locations recently. Interestingly it worked well for the brand in the retail space where the brand needs to captivate its audiences well.
While digital evolution has stormed the television business across the world content consumption has drastically changed. Reid explained how Comdey Central revolutionised its brand identity. Comedy Central wanted to cater to multi screens and revised its marketing outlook. The channel not only changed its look and feel but garnered much more attention of viewers. Another channel that refreshed its creative outlook was VML, a commercial channel in Belgium.
VML involves its target audience in its various communication packages. As the channel targets families at various occasions it is creating strong impressions with every communication that it makes personalised. Reid emphasised on the fact that for marketers the challenge that they have ahead in front of them is to deal with the millennials. Brands need to break free with traditional thought processes if they are targeting the millennials. Reid gave the example Fuse TV which took a risk and started communicating in the lingo that its audiences speak. Along with this the channel also has started integrating content across different platform where the channel has presence. This was welcomed with open arms by the viewers of Fuse TV.
Reid is of the opinion that brands need to be wise even if the collaboration is to target mass audience or a niche set of audience. According to him what Samsung did with the popular music artist JayZ was impressive and one of its kind of music releases in modern culture. Creativity is just about the right time. While brands should keep the TG at the core in its communication strategies, it is necessary that these brands also should think about the cultural influence that it will as in the long run.
When a brand is ready to reform itself then there is no looking back for it. It will set an example for others in the space irrespective of way it gets inspired, innovate & transforms itself.
Brands
Bajaj Consumer Care FY26 profit rises to Rs 193.7 crore
Revenue climbs to Rs 1,092 crore as profit grows 49 per cent YoY
MUMBAI: Hair today, growth tomorrow Bajaj Consumer Care Limited seems to have found its shine again, posting a sharp jump in profitability even as it doubled down on brand spends and expansion. The company reported a net profit of Rs 193.7 crore for FY26, marking a strong 49 per cent rise from Rs 130.1 crore in FY25. Revenue from operations also grew to Rs 1,092.2 crore, up from Rs 942.8 crore a year earlier, signalling steady demand momentum across its portfolio.
For the March quarter, profit stood at Rs 64.1 crore, compared to Rs 31.5 crore in the corresponding period last year, while revenue rose to Rs 308.3 crore from Rs 243.5 crore.
The performance came despite a notable increase in spending. Advertising and sales promotion expenses climbed to Rs 168.3 crore in FY26, up from Rs 137.8 crore in FY25, reflecting continued investment in brand building. Other expenses also rose to Rs 151.3 crore from Rs 134.2 crore, indicating a broader push towards growth.
Operating efficiency, however, held firm. Profit before tax increased to Rs 234.8 crore in FY26 from Rs 157.7 crore a year earlier, supported by disciplined cost management across materials and inventory.
On the balance sheet, the company’s total assets expanded to Rs 959.1 crore as of March 31, 2026, compared to Rs 931.9 crore a year earlier. Other equity rose to Rs 780.3 crore, reinforcing a stronger financial base.
Cash flow from operations saw a significant uptick, reaching Rs 196.9 crore in FY26, nearly three times the Rs 67.9 crore recorded in FY25, highlighting improved working capital management.
However, the year also saw aggressive capital allocation. The company spent Rs 190.2 crore on share buybacks, contributing to a net cash outflow of Rs 196.5 crore from financing activities. Cash and cash equivalents stood at Rs 6.8 crore at the end of the year, down from Rs 25.6 crore.
Even as investments in subsidiaries and assets continued, the numbers suggest a company balancing growth ambitions with shareholder returns keeping one eye on expansion and the other on efficiency.
With margins improving and revenue steadily climbing, Bajaj Consumer Care appears to be combing through the competition with renewed confidence.
