Egis India’s Bhaskar Majumdar on the four pillars of a strong brand reputation strategy

In conversation with Adgully, Bhaskar Majumdar, Head - Corporate Affairs, Communication, CSR and Digital, Egis India, speaks about how strategic communication campaigns are aligned seamlessly with Egis’ business objectives in India & South Asia, Egis’ ‘Impact the Future’ corporate strategy through 2026, understanding the regulatory landscape, and much more.

In your role as the Head of Marketing Communication, CSR & Digital, how do you align strategic communication campaigns with the overall business objectives of Egis in India & South Asia?

As the Head of Marketing Communication, CSR & Digital, I ensure our strategic communication campaigns align seamlessly with Egis’ business objectives in India & South Asia. Our marketing communication plan functions as a yearly Strategic Roadmap, developed in collaboration with various stakeholders to synchronise with their objectives and timelines.

To start, we analyse past strategies to inform our approach, then construct a plan encompassing business objectives, communication goals, strategic narratives, key messages, campaign strategies, budgets, media choices, and timelines. Given the digital era and the impact of COVID-19, effective communication is paramount for successful campaigns.

Our Marketing Communication (MarCom) plan also prioritises storytelling, involving audience understanding, core message clarity, and medium selection for impactful sharing. This approach ensures resonance with our target audience and bolsters our campaigns’ effectiveness.

Could you describe a situation where you had to handle a crisis communication scenario? How did you effectively manage the situation and maintain the brand’s reputation?

Certainly, I faced a significant crisis communication challenge upon joining my current organisation during the COVID-19 pandemic. The pandemic posed an unprecedented crisis for brands globally. Establishing effective communication channels with both internal and external stakeholders while upholding the brand’s reputation was crucial.

During this time, internal communication took center stage. We prioritised consistent engagement through a well-crafted internal communication plan, leveraging digital tools to bridge lockdown-induced gaps. Our strategy focused on transparency, empathy, and proactive information dissemination. This approach built trust and credibility, adapting to the evolving situation while maintaining authenticity.

Post-lockdown, the importance of internal communication grew even further, with emphasis on team well-being and mental health. Our communication initiatives fostered a supportive environment, addressing challenges faced by our workforce.

Given your experience in working on global projects, could you elaborate on a time when you successfully collaborated with global marketing, brand communication, digital, and CSR teams to achieve a common goal? What strategies did you use to ensure effective cross-functional collaboration?

Certainly. My role involves managing marketing communication for India and South Asia, often collaborating on global campaigns tied to our “Impact the Future” corporate strategy through 2026. Cross-functional collaboration is key, involving global marketing, brand communication, digital, and CSR teams. Our strategies include aligning messaging for organic social media outreach, adapting global creatives to local contexts, participating in forums like webinars and panel discussions, and ensuring close alignment of marketing efforts across regions. This cohesive approach positions Egis as a responsible global brand with a unified voice and impactful presence.

Integrated communication campaigns often involve multiple channels such as digital, social media, and websites. Could you provide an example of a campaign where you seamlessly integrated these platforms to create a cohesive and impactful marketing message?

Certainly, our “Egis Clean and Green” CSR initiative exemplifies integrated communication at its finest. In response to the pandemic’s influence on campaign planning, we’ve embraced a Media Mix approach, seamlessly blending traditional and digital channels for optimal impact. This campaign harmoniously incorporates traditional media, digital platforms, and social media channels to engage audiences. By leveraging earned, shared, and owned media, we’ve amplified our message effectively. The initiative’s core revolves around transforming a stretch of NH 8 into a thriving “Green Belt”.

We’ve employed social media, website updates, and newsletters to share progress and foster climate awareness. However, the campaign’s reach goes beyond digital avenues. On-ground events featuring eco-fencing and eco-bricks serve as interactive touchpoints that reinforce our commitment. Moreover, our participation in a “green run” extends the campaign’s impact. Ultimately, the “Egis Clean and Green” initiative showcases the power of integrating digital, social media, traditional media, and on-ground efforts to create a resonant and impactful marketing narrative.

Branding requires staying attuned to market requirements and competitor profiling. How do you ensure that Egis’ brand positioning remains compelling and relevant in a dynamic market landscape?

To keep Egis’ brand compelling and pertinent in a dynamic market, we follow a comprehensive approach. We ensure all offices align with brand guidelines, maintain consistent marketing collateral, and actively engage in industry events. Internal communication and employee involvement build brand advocates, while CSR campaigns underscore our responsible values. This strategy harmonises visual identity, industry leadership, internal engagement, and social responsibility.

Could you share your approach to identifying and targeting the right audience for strategic communication campaigns? How do you ensure that your campaigns effectively resonate with the intended audience?

Our approach to communication campaigns focuses on strategic precision and audience resonance. We identify target audiences aligned with business goals – both internal and external. Our “Strategic Narrative” forms the foundation, ensuring top-of-mind recall, strong brand imagery, and industry leadership positioning. This approach ensures our campaigns effectively engage and resonate with the intended audience.

In the context of policy and research, how do you leverage your understanding of the regulatory environment to shape communication strategies? Could you provide an example of a project where this expertise played a crucial role?

Understanding the regulatory landscape is integral to shaping our communication strategies, especially for B2B brands. Our communication plans are tailored to engage stakeholders while adhering to industry regulations. For instance, during the introduction of new industry standards, our strategy showcased our adaptability and compliance, solidifying trust and expertise. This dual approach – strategic and operational – enables effective engagement while maintaining regulatory alignment.

With your extensive experience, what do you consider to be the key factors for a successful brand reputation management strategy? Could you outline some essential steps that organisations should take to proactively manage their reputation?

A strong brand reputation strategy centers on:

• Narrative: Craft a resonant story.
• Communication: Stay transparent and engaged.
• Content: Share valuable insights.
• Evaluation: Adapt based on feedback.

In the digital age, prioritise proactive reputation management by upholding authenticity, vigilance, and responsiveness.

How do you ensure that your communication campaigns are not only effective but also ethical and aligned with the values of Egis and its stakeholders?

Our communication campaigns are meticulously crafted to ensure effectiveness while upholding the highest ethical standards and aligning seamlessly with Egis’ values and the expectations of our stakeholders. This approach ensures that our campaigns not only resonate, but also maintain our brand’s integrity within the boundaries of legal and ethical considerations.

In a rapidly evolving digital landscape, what are some of the emerging trends and technologies that you believe will shape the future of marketing communication and CSR?

In the swiftly evolving digital landscape, several emerging trends and technologies are poised to reshape the future of marketing communication and corporate social responsibility (CSR). Professionals in the industry must adeptly adapt to new technologies, platforms, and trends as they continually emerge. The digital medium offers real-time engagement, allowing brands to create immersive and impactful experiences that captivate audiences instantaneously.

Leveraging this platform, brands can craft compelling content that aligns with their values and resonates with their target audience. As technology and trends evolve, maintaining the ability to identify and tailor content to the right recipients will remain crucial, underscoring the significance of strategic messaging and audience engagement. Furthermore, the integration of technology will extend to CSR initiatives, enabling innovative ways to amplify their impact and reach. In this landscape, communication professionals, while remaining tech-savvy and trend-focused, will continue to concentrate on shaping the right messaging, creating a strategic narrative, and identifying the appropriate audience.

Could you provide insights into how you measure the success and impact of your communication campaigns? What key performance indicators (KPIs) do you consider most valuable in assessing the effectiveness of your efforts?

Measuring the success and impact of communication campaigns is a nuanced process, often contingent on the campaign’s specific goals. At the outset, it is crucial to define desired outcomes, which could encompass Campaign Success, Brand Recognition, earned media mentions, and specific types of media coverage. Tailoring the success metrics to the brand’s unique requirements is essential. The selection of key performance indicators (KPIs) hinges on the overarching objectives, whether they involve brand awareness, engagement, conversions, or other bespoke aims. In essence, the effectiveness of communication efforts is gauged by aligning measurements with campaign goals and customising KPIs to best capture the intended impact.