The Rebranding Wiz

For marketers all over the world, building a brand could be a relatively more straightforward endeavour to pursue in comparison to taking on the journey of rebranding. Add to this the pressures of uncompromising deadlines and it becomes one of the biggest challenges marketers face in their careers.

But Chirag Chheda, the head of retail marketing, activation and events at IDFC FIRST Bank, isn’t just another marketer who frets about rebranding challenges. In fact, he has undertaken rebranding journeys for IDFC Bank four times in the last 11 years. This feat has also earned him the badge of ‘rebranding expert’ in the marketing fraternity.

Growing With The Brand

The creativity Chheda brings to the table has helped him move up the ranks at IDFC FIRST Bank, starting from senior marketing manager in 2011 to his present role in 2022. An Executive MBA-holder from IIM Lucknow, he led IDFC FIRST Bank’s 360-degree brand campaign in FY20-21 to market 7 per cent interest on savings accounts. The campaign’s impact was such that it resulted in the opening of one million accounts.

He has been pivotal in building a positive and credible public image within two years after the merger of IDFC FIRST Bank, which has brought the bank noted recognition for its strong branding.

“While the banks are at the centre of nation-building, they remain largely unnoticed. So, here I am, at IDFC FIRST Bank for the last 11 years, where I have demonstrated my commitment to enhancing the economy and making a positive impact on society,” says Chheda.

Outside of work, he can be seen dedicating time to initiatives that uplift the marketing profession. Chheda often delivers lectures in various colleges across the country to help marketing students. “These budding professionals are under pressure as they learn to cope with the new normal. As their senior and a professional, I help them manage their professional contributions better,” he says.

This rebranding guru keeps his doors open and advises young adults pursuing careers in advertising who approach him through friends, colleagues and social media channels.