Pooja Gupta - One of the Greatest Influences on Branding Today Is Technology That Has Been an Equalizer of Sorts for Many Emerging Brands (Manager Sales, Times Internet Limited)

I truly believe in the saying, “Life is what happens while you are busy making other plans.” So, I am not much of a planner, but my short-term goal is to stay relevant to the latest trends in digital marketing. In the last year, India has experienced accelerated adoption of digital media that would otherwise take years to happen. So, let’s see what the future holds for all of us. I feel I do have an entrepreneurial streak in me that I would like to cater to as well in the future.

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

I was born in the maximum city of Bombay. My parents belonged to business families, and I think I got the inherent quality of being street smart and good negotiation skills from them. Jugaad and hard work is the story of every middle-class household in India. I have tried to apply the same principles and learning in my journey so far in building a career. 

I work as an Ad Sales professional in the Indian media industry for 12 years now. My initial stint was with TV Networks like Sony Entertainment (International markets) and Star India on channels like National Geographic and Star Sports.

I realized the potential of digital media and the changing dynamics of consumer behavior with it, which got to me to my current stint with Times Internet for over 6 years now. We cater to the digital marketing needs of established as well as emerging brands.

The journey has been fairly rewarding so far, having the opportunity to work closely with a lot of brands across various domains.

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

I am a people's person, and hence wanting to join the service industry was a natural inclination while making a career choice. I was always intrigued by the business dynamics of the media industry and wanted to understand it better through the corporate lens.

I still have a long way to go now and far from reaching the highest echelons. But what kept me going this far is the zeal to learn new things and offer my best to every project I undertook.

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

As young aspiring professionals, we always tend to chase designations in the corporate environment as a benchmark to success. I had a slightly different perspective on this and never chased labels.

I always strive to do good work, which makes me feel proud of myself when I look back. Aiming for a good work-life balance was always important to me, and I never let myself burn out beyond a point. 

So, if I have to suggest something to anyone wanting to rise in the corporate environment, I’d say that define your own pace and don’t just rush to complete all the time. 

It’s important to focus and upskill yourself, improve your communication skills and build a good professional network. It really helps to surround yourself with people who challenge you to do better, and some of them eventually become your professional mentors.

4. How has branding changed over the years?

I feel brands over the years have started to engage with the consumers more deeply than just selling their core product benefits. In today’s times, branding has a lot to do with sharing your brand ethos, values, and emotionally engaging consumers. After all, consumers desire a relationship with the brand that eventually leads to brand loyalty.

One of the greatest influences on branding today is a technology that has been an equalizer of sorts for many emerging brands, who would have otherwise taken years to build their brands. In fact, consumers are equally a part of the brand-building process through conversations that they drive on social media today.

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

I think trust plays the most crucial role in building any sustainable partnership. In challenging times like today during the pandemic, businesses that have built the trust value with their consumers have managed to thrive better. Transparent communication with your partners enables building this trust successfully.

While it’s a natural instinct to analyze our own benefits while entering into a partnership, it is imperative that we also discover the value addition we bring to our partners as well.

6. What are your future plans?

I truly believe in the saying, “Life is what happens while you are busy making other plans.” So, I am not much of a planner, but my short-term goal is to stay relevant to the latest trends in digital marketing. In the last year, India has experienced accelerated adoption of digital media that would otherwise take years to happen. So, let’s see what the future holds for all of us. I feel I do have an entrepreneurial streak in me that I would like to cater to as well in the future.

7. Which is your favorite book and why?

I am more inclined towards the visual mode of consuming content and hence honestly not much of a reader. This is quite ironic as I like to pen my thoughts and dream of publishing a book someday! (life goals)

But I remember reading “Who Will Cry When You Die?” by Robin Sharma, and it greatly resonated with my own thoughts. There are times life throws situations at you that you never thought you could handle, but you learn to find your way around it eventually and grow as a person in the process.

The author inspires you to strive to become a better version of yourself and lead a more meaningful life. It offers simple solutions to the complex situations we may face at different stages of our lives. Some inspiring quotations by Robin Sharma deeply touched me and left me with a lot of optimism.

Pooja Gupta

Manager Sales (Times Spotlight), Times Internet Limited

Interviewed By: Nishad Kinhikar