Chacko Thomas on crafting a perfect blend of tradition and modernity

The marketing world moves at the speed of light. But after the pandemic that speed has further increased as brands are enthusiastically geared up for the festive season. Adgully hosted the third edition of CMOs’ Charcha 2022 in Bengaluru yesterday (August 10, 2022). Keeping in mind the post-pandemic revival story, the theme for CMOs’ Charcha 2022 is ‘The Festive Blueprint for Brands’. 

With businesses and brands bullish on growth, expectations are high for the festival season this year, which will roll out with the Raksha Bandhan-Independence Day-Janmashtami-Ganesh Mahotsav period, before flowing into Onam and forward. As has been the norm over the years, festive season is the period when brands rev up their marketing activities and tap into the positive consumer sentiments. A major part of the annual sales happen during this period. Thus, not surprisingly, all eyes are on the festive season this year, as it would be the marker for how strong the country’s economic revival is post the pandemic and also set the future course of growth. 

Delivering the opening keynote address, Chacko Thomas, MD & CEO, Tata Coffee, spoke on ‘Crafting a perfect blend of tradition and modernity’. Highlighting the significance of marketing and branding in business, Thomas said, “The persona of the company or its vision is actually transmitted very clearly to the external world.”

Speaking about the coffee industry, Chacko informed that coffee is the second largest traded commodity in the world, after oil. “The scope of how big coffee is now becomes clear from the fact that it is also one of the most widely consumed beverages in the world. Consumers’ preferences and habits constantly evolve, and I think this has been largely driven by the convenience and taste profiles.”

Elaborating on the convenience factor, Thomas said that it is about how people look at a faster cup of coffee, for example. There are also several nuances such as things like diversity, culture, and conscious choices that people actually make on why they want to drink a particular type of coffee, wherever they are,” he added.

Speaking about Tata Coffee, Chacko pointed out that it is the largest integrated coffee company in the world. He added that Tata Coffee was very focused on the character and the ethos of the company.

These are edited excerpts. For the complete keynote address watch below:

https://www.linkedin.com/video/live/urn:li:ugcPost:6963084594065629184/

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