LYCRA® – building a stylish ingredient brand
There were twin challenges: (a) Being an ingredient fashion brand, establish LYCRA® as a stylish, aspirational brand, creating consumer pull and preference.
There were twin challenges: (a) Being an ingredient fashion brand, establish LYCRA® as a stylish, aspirational brand, creating consumer pull and preference.
Almonds were losing traditional preference among Indians due to changing lifestyles and food choices, impacting sales of California Almonds, among biggest exports of US to India. There was a clear need to highlight the relevance of Almonds as a healthy nut, putting it back on
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Making him a trusted advisor for businesses that are leading the way, driving change, and shaking things up. He’s spent more than a decade each in top roles at major global communication firms and leading marketing teams in-house. His career includes stints at agencies like Vaishnavi Corporate Communications, Weber Shandwick, Genesis Burson Marsteller, and Edelman. On the client side, he’s held key positions such as Head of Marketing Communications at Invista for South Asia (formerly Dupont Textiles & Interiors), Associate Director of Brand, Marketing, and Communications at EY, and National Director of Communications at a top corporate law firm in India.
Anil has worked on mandates for large organisations, like helping MTV India grow into the leading youth music channel in the country, boosting sales for the Almond Board of California, managing reputational risks for GMR during the Delhi Airport privatization, and driving consumer preference and sales for LYCRA and Teflon brands in India. His experience spans a wide range of industries and brand challenges.
When he’s not immersed in work, Anil loves to travel to different corners of the world and has explored places like Spain, Russia, Hungary, and China. At home, he’s an avid reader, enjoys soaking up the sun with a good book, and finds gardening to be a great way to unwind and connect with nature.
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