Marketing Trailblazer's Rural Triumph
Deepak Pandey is credited with launching MIVI in general trade and modern trade in more than 30 cities in just four months. To him, winning the 2024 BW Marketing 30Under30 award feels like a validation that things are moving in the right direction. “Also, this is about creating a wave amongst the 60 per cent of the population that resides in villages – if you work hard and have the dedication, you can achieve all that you can think of,” he says.
According to Pandey, the trends and innovations that are shaping the industry are mostly around technology. “Even brands and categories that are considered massy, such as clothing, are utilising hyper-localisation and hyper-segmentation, for which the utilisation of technology is a must. In terms of marketing, it is about understanding who your consumer is – understanding the consumer’s psyche, and the communication needs to be targeted, accordingly,” he says.
Pandey says the future generation must learn to use common sense. According to him, it is available in abundance but not utilised to the optimum level. “With common sense you can achieve things, you delegate your work, while reaching out to the consumer there might be a lot of things going on but you have to have the common sense to understand what is required at the grassroots level. Brand planning, board meetings, charting out marketing plans – everything needs common sense,” he asserts.
