Rishabh P Nair - I Wanted to Play a Role in Affecting People's Perception and Adding More Value to the Brands I Help Build (Head of Brand & Content, Cube Wealth)

A South Indian boy growing up in NCR I became what you could call "street smart". I started my career working as a reporter for a news agency and later went on to become an automobile journalist and copy editor. I was, however, even then enamored by films and the writers' life.

1. Tell us about your upbringing, background & journey.

I grew up in a middle-class family. My parents spent their early years in Kerala before moving to Delhi and taking up government jobs. They gave me complete freedom to dream and decide what I want to do in life. More importantly, they taught me how to save and work hard.

I studied at Ryan International Gurgaon where I developed my penchant for writing. Later I studied Journalism and Mass Communication at IP University. Having discovered my strengths I studied Marketing and Brand Management from MICA to further hone my theoretical knowledge.

A South Indian boy growing up in NCR I became what you could call "street smart". I started my career working as a reporter for a news agency and later went on to become an automobile journalist and copy editor. I was, however, even then enamored by films and the writers' life.

That took me to Mumbai, where I worked as a freelance scriptwriter, assistant director, lyricist, and as luck would have it - discovered copywriting.

Since then I've had two parallel careers. One of a writer and the other a creative director and brand consultant.  That's been my journey so far!

2. How did you choose this field & what led you to rise to the highest echelons?

I don't think I'm anywhere close to the highest echelons. Honestly I wouldn't know even if I was because I'm always wondering "What's next?"

I'm a writer at heart and I ventured into the world of brands with copywriting. As I wrote copy for different brands I got enamored by the power of branding. The emotional connection people have with brands fascinates me. I wanted to play a role in affecting people's perception and adding more value to the brands I help build.

I've been fortunate enough to meet some great mentors along the way. Most were my bosses but I also learned a lot from the teams I managed. I think just accepting that you don't have all the answers and taking big risks has helped me get where I am today.

3. What advice do you have for people who want to rise in a corporate environment?

Something Neil Gaiman said once has stuck with me in this regard. So let me paraphrase… be punctual, be kind to the people you work with, and ensure you're amazing at what you do. You don't even have to do all three. Check any 2 boxes and you're all set!

4. How has branding changed over the years?

I believe branding used to be what a company said about itself and its products. Now, it's more about what people think your brand or service signifies. It has also become a lot more about connecting with people beyond just your product. 

Whether it's through social causes or with humor, brands that evoke strong emotions are the true winners. One thing that has remained constant, of course, is that the best-known brands have a personality people can relate to.

5. How should one approach a new partnership for success?

The same way you would approach a meaningful relationship. Find what connects you, identify common goals and see what natural synergies are waiting to be discovered. Most of all, a new partnership works best when both parties respect each other and stand to gain equally.

6. What are your future plans?

I'm currently working on building a wealth tech brand. It's a new experience since I've worked with e-commerce, AI, and fintech before this. My plan, for now, is to pick up skills that give me an edge over most other professionals in my field. 

I'm also writing a book and hope to get published over the next few years. Beyond that, 2020 made me realize how happiness trumps all material success. My perpetual future plan now is to find happiness in whatever I do.

7. Which is your favorite book and why?

It is impossible for me to pick any favorite book. In terms of fiction, I unabashedly vouch for 'Love Story' by Erich Segal. When it comes to the one book that has had a life-changing impact I'd say 'Atomic Habits' by James Clear. It has really helped me build multiple habits that have made me a better version of myself.

Rishabh P Nair, Head Of Brand & Content, Cube Wealth 

Screenplay Writer, AIB (2016-17) | Creative Manager - Brand Copy, Citrus Payment Solutions (2014-16) | Creative Director Brand, Cash Karo (2019-20)

Interviewed By: Nishad Kinhikar