Transparency Is Pivotal For Building & Maintaining Trust: Yatnesh Pandey

In our ongoing 'Marketing Maestros' series, we spoke to Yatnesh Pandey, Vice President of Marketing at Greenply Industries. With an illustrious career spanning the realms of marketing, creativity, and innovation, Pandey's insights shed light on the evolving dynamics of the marketing landscape and the intricacies of purpose-driven branding.

Excerpts:

What initially drew you to the marketing landscape?

I was naturally drawn to the marketing field due to my inherent curiosity and creativity. I view marketing as the intersection where the realms of joy and economics converge. Also, it is an ever-evolving field that challenges you to come up with innovative solutions and engaging campaigns that reflect the changing consumer mindset and evolving social and cultural landscape of a market.

Could you share a pivotal moment from your marketing career?

Reflecting on my journey, I've encountered numerous innovations that have brought targeted changes to brands and categories. One standout moment is the "Paint The Change" campaign. This experience highlighted the significance of contributing to a meaningful cause within the realm of branding and marketing.

How do you perceive the role of sustainability in modern marketing?

Sustainability, environmental consciousness, and green practices are increasingly gaining significance in the sphere of global economics and business management as well as pivotal factors driving the decision-making process of consumers. These concepts have transitioned from being niche interests to central themes driving innovation. A Kantar survey revealed that 64 per cent of consumers occasionally consider sustainability when making purchasing decisions. As a brand, it's crucial to identify a space for contribution, assess its impact, and seamlessly integrate it into brand communication.

What's your perspective on the potential of generative AI in content creation and storytelling?

While Generative AI offers personalised solutions, I firmly believe that machines can't fully grasp the intricacies of language the way humans do. Copywriting and storytelling inherently involve a deeper understanding of language nuances that machines might not replicate.

How do you ensure authenticity when engaging in purpose-driven marketing, especially when addressing sensitive issues?

Brand purpose is becoming increasingly important to consumers, who align themselves with values through their purchasing choices. According to the 2021 Deloitte GeZ and Millennium study, 22 per cent of consumers have boycotted businesses due to disagreements with their views or activities. It's essential for a brand to carefully choose and fully embrace its purpose, integrating it into its culture rather than merely paying lip service.

Balancing creative freedom for influencers with brand guidelines is a challenge. How do you approach it?

Influencer engagement has become integral to marketing. Influencers infuse brands with positivity and inspire consumers' perceptions. To maintain consistency, we establish brand guardrails that align with the brand's personality archetype. We also provide influencers with clear objectives and context for creative expression.

With the emergence of new platforms like Threads, what do you see as the future opportunities and challenges in social media marketing?

The digital landscape, including new platforms like Threads, offers a vast array of choices but also complexities. Brands now earn and lose trust on a daily basis in the digital sphere. Transparency is pivotal for building and maintaining trust, which is the foundation of a brand's resilience amid uncertainties.

Are there any marketing veterans or leaders who have inspired you in your journey?

While I don't have a single specific inspiration, several organisations have captivated me with their narrative-shaping, inspiration-building, and insight-generation approaches. Their strategies have left a lasting impact on my professional journey.