Name: Vandana Chamaria
Organization: Yum Restaurants India Pvt. Ltd
Designation: Director Marketing – Taco Bell
One book you recommend to all the marketers: Positioning by Al Ries and Jack Trout. It’s the heart of all great marketing. As true today as it was when published 20 years ago, this classic lays out the basics of finding where our product fits in the larger picture of what people want and what competition is doing. Best Quote: “Positioning is not what you do to the product. Positioning is what you do to the mind of the prospect”
One campaign that remains your all time favorite and why? Dove Real Beauty campaign launched by Ogilvy & Mather in September 2004. This campaign started a global conversation about the need for a wider definition of beauty. It was based on a real insight of “women in all shapes, sizes, look are still beautiful so lets stop idolizing the the fake and start living in the real world; let’s be happy with what we look like.” Women connected with this insight because they already felt that way, but were just glad that someone was finally saying it. Even after almost a decade of its launch, in its various forms over the years, it makes you think…..it moves you because it is based on a true insight. Most campaigns today do not evoke any clear emotion, they just communicate a particular product or service benefit. This one resonates and connects emotionally, thus creating a clear position for the brand in the minds of its prospects.
A mantra that you adhere to in your work-life: Nothing will work unless you do so I believe in giving every moment 200%.
One thing that one will find on your work desk: Post-it notes to jot down thoughts & ideas
One gadget that you cannot do without @work: My smart phone which helps me stay connected
Profile: Vandana has spent more than a decade on leading growth focused marketing assignments across diverse categories ranging from Hospitality to Consumer Products to Healthcare. She has experience of delivering on challenging P&Ls, defining brand strategy and architecture, building differentiated consumer proposition, leading cross functional projects & teams and working with global multi-cultural teams in diverse international markets.
Follow her @VandanaChamaria
Dove campaign is really inspiring.