Formula For Success

Science and technology is at the root of everything that Traya does. Just as it seeks to find scientific solutions to intractable problems like hair loss, it depends on technology, data analytics and creativity for its marketing and brand communication.

Says Pritish Mahadik, Head of Growth at Traya and winner of the BW Marketing 30Under30 Award this year, “The new-age marketer will be a fusion of three key streams: data analytics, creative thinking, and technology. Brands must consider the resources used in product creation while aligning with these values. It's crucial for brands to be conscious and transparent in communicating the steps they're taking to make a positive impact on the world.”

Referring to intersection of technology, AI, and Gen Z preferences influencing the future of brand marketing, he says, “In terms of technology and AI, when leveraged effectively, both can accelerate content creation and provide hyper-personalisation at scale.”

On his win, Mahadik says, “It just validates the work and efforts we at Traya have put into creating a completely different playbook of marketing and analytics. What I also felt was so different about the process of this award was the questions the panelists asked; all of them were lateral thinkers, and it showed that they viewed marketing as a culmination of creativity, analytics, and technology. So happy to receive this award from a very able institution.”

His advice to the upcoming generation of marketers: “Agility is crucial in both content creation and understanding consumer insights. Given the constant influx of information and rapidly changing trends, we've observed that consumer preferences and insights are shifting faster than anticipated. To remain pertinent, companies must instil agility not only in analytics, technology, and product teams, as has been the historical norm, but also in content and insights teams.”