Latest news with #Mukherji
Time of India
28-05-2025
- Business
- Time of India
ICS 2025: Championing context, insight, and storytelling for impactful communication
HighlightsChandan Mukherji, Director and Executive Vice President of Strategy, Marketing and Communication at Nestle India, emphasized the distinction between content and communication, stating that content serves as the core message of a brand while communication is the strategic delivery across various platforms. Mukherji highlighted the importance of using data to develop accurate customer personas, noting that understanding the context in which consumers live is essential for creating effective communication that resonates with diverse audiences. The Director and Executive Vice President stressed the need for brands to optimize content for different platforms and moments while maintaining a consistent core story, ensuring a cohesive brand experience that evolves with its target audience. 'What does content-driven communication mean? Why differentiate between content and communication? Why insist that content should drive communication?' asked Chandan Mukherji , director & EVP, strategy, marketing & communication, Nestle India , while addressing the audience at the recently concluded India Communication Summit 2025 . From Mukherji's lens, content is the core of a brand's message, the story, emotion, or value it aims to spark. It's the 'what' that defines the brand's narrative. Communication is the 'how', the strategic delivery across diverse touchpoints, timings, and platforms like digital or press. 'In today's multifaceted world, with varied audiences and connection opportunities, brands must craft meaningful content tailored to resonate deeply. This creates a synergistic ecosystem where content and communication align to engage effectively, fostering trust and driving impactful brand interactions,' Mukherji noted. At the heart of communication and content lies data; your communication is as good as the brand's understanding of its customer and in a data-driven world, developing accurate customer personas and the context they live in is key to developing good communication. Elaborating on this idea, he said, 'Brands need to use all forms of data to understand consumers deeply, identifying who brands target and their contexts. Consumers live across multiple contexts, requiring content that is either broadly encompassing or highly specific to a single context, or a blend of both.' Mukherji highlighted three key elements that brands need to work on to deliver accurate communication: context, insight and storytelling. Context defines the 'where' and 'when' of communication, ensuring relevance. People exist in varied contexts, requiring adaptable content strategies. Insight is the 'why', the substance rooted in the brand's purpose, its reason for existing in people's lives, and the impact it seeks to create. This 'why' forms the foundation for meaningful engagement. Finally, storytelling translates these elements into narratives that resonate, connecting with audiences emotionally and authentically. In today's dynamic landscape, brand stories must be compelling and easily discoverable for customers, whether through user-generated content, influencer collaborations, or branded content. Mukherji stressed the importance of search-optimised content to ensure discoverability, as unoptimised content risks being overlooked. For performance-driven goals, brands must craft content optimised for measurable outcomes, aligning with consumer search behaviors and platform algorithms. With more touchpoints for customers to shop on than ever before, social commerce is an emerging way that merges social media and e-commerce, letting users discover, share, and buy products directly. Mukherji stressed on optimising content for social commerce. He said, 'Broad-brush approaches, assuming one piece of content suits all platforms, are outdated. Instead, consider diverse elements and tailor content to create nuggets that resonate deeply with consumers, ensuring meaningful connections across varied touchpoints.' Concluding the session, Mukherji highlighted the importance of crafting varied content for different platforms and moments, creating a cohesive ecosystem. However, the core story, the 'what', must remain consistent. 'For brands, a unifying thread is vital to deliver one brand experience. Marketers must identify a central nucleus, around which content is developed, tailored for diverse moments, contexts and occasions. This ensures the brand remains relevant, meaningful, and evolves with its target audience over time,' Mukherji concluded.
Mint
27-04-2025
- Business
- Mint
Mark My Worth: You are now reporting to your colleague or your junior!
With India Inc focusing on young talent, it is highly probable that after this year's appraisal your erstwhile colleague or (ahem) your junior team member could become your boss. It is a complicated situation and an uncomfortable equation. The colleague you spent great many hours dissing about office politics when you two were in your cups, has now become the boss. The changes in hierarchy are unpredictable, but the Mark My Worth rulebook could help you navigate this new equation. There are those who do not want to become leaders and those who want to be in the race and win it fair and square. The competitors have a good equation when they are equal but when one amongst them gets a senior post, it hurts. The tinge of envy even if the best player wins is natural. If you are the one left out , then give yourself time. It is not easy to turn up to office after the congratulatory messages and celebrations have died down. You may be the aggrieved party, but it is professional to carry on with your work, attend meetings like you would have even if the rejig in designations had not happened. Do not look for a snarky comment or a hidden meaning if the new senior directs a curt message towards you. They could be finding the new dynamics just as awkward, and an outburst is not a sign of power play. There are seniors who start to pick the members of the inner circle within days of getting a new post. The new boss knows the advantages of having you in his/her team, and if you do not show a knee-jerk reaction of resistance, you could be added to the inner circle. And that coterie is a powerful one. In every company there are examples of those who left in a huff making it very clear their feelings for the new boss and much to their dismay, in a few years, the same senior has trailed them in the new firm like an ominous shadow. Read more | Returning from a career break? Employers may bet on you in a slow job market Sourav Mukherji, who teaches Organizational Behavior and Human Resources Management at the Indian Institute of Management-Bangalore pointed out how employees react if they know the way the procedure was conducted. "Employees stick around more if they know there was procedural justice where they may have lost out, but they know the process was transparent. However, in case they win but know that the process was unfair, the success is short-lived". Companies, therefore, need to ensure that the appraisal process is transparent for one to have faith even if the outcome was not favourable. We need to realize that there is a high possibility that the junior in your office will skip a few levels, break the hierarchical mould, adopt and adapt to digital innovations and become your senior. The inevitability becomes easier to handle, and it prepares you for the next steps because none of these changes then come as a shock. Mukherji highlighted how the hierarchy works in the Indian concept, where one is still not accustomed to skipping levels, but it is a common practice in many Western countries. For all of us, accepting the inevitability will help us focus on building our own profile rather than looking over our shoulders. The new senior, if inexperienced or surprised at his/her elevation, has a point to prove. They will want to bring in their own leadership style, which may lead to exits. It is crucial to realize that those leaving may feel stung by your elevation but that does not make them unprofessional. So, dealing with these exits sensitively, and not being part of any gossip about them goes a long way. In the first few months of your new role, your peers will gauge your demeanour more than your performance and putting forth your point assertively but not aggressively and not bringing in sweeping changes may help ease any ruffled feathers. It is lonely at the top, and a clutch of known and trusted faces helps. For those who were side-stepped, there could be much to learn from the new leader if the bruised ego is given time to heal. Introducing 'Mark My Worth": A new series to help you navigate appraisal season Mark My Worth: Appraisal and the art of Atmanirbhar Branding Rulebook on how to choose one high performer over another and retain both How to deal with the dreaded Meets Expectations rating With a productivity uptick, it's time to ask for that promotion
Yahoo
26-02-2025
- Politics
- Yahoo
Senate approves bill to revamp design of primary ballots
The bill would eliminate the long-controversial county line, which critics say gives party-backed candidates an insurmountable advantage. (Daniella Heminghaus for New Jersey Monitor) New Jersey is one step closer to new primary ballots. The Senate on Tuesday approved a bill that would require New Jersey to organize candidates on the ballot by the office they're seeking instead of grouping together those who have the backing of county party officials. The change would eliminate the long-controversial county line, which critics say gives party-backed candidates an insurmountable advantage. The bill advanced 35-2, with Sens. Raj Mukherji (D-Hudson) and Holly Schepisi (R-Bergen) opposing the measure. The amended bill still has to go back to the Assembly for approval before heading to the governor's desk for a signature or veto. Yael Niv is president of the Good Government Coalition of New Jersey. Niv said her group is 'deeply disappointed' in the Senate's overwhelming approval of the measure, which she called a 'bad bill that tries to keep as skewed a process as possible within court orders.' 'When democratic processes are under attack by the federal government, New Jersey can and should do better,' she said. Schepisi switched her vote from yes to no seconds before the vote was tallied, a decision she made after seeing Mukherji's vote, she said. Schepisi said there was a 'gentlemanly agreement' that everyone would unanimously vote to support the bill because 'we have to do something pursuant to the court's decision.' Schepisi was referring to a March 2024 federal judge's decision that said ballots with the county line are likely unconstitutional. 'When I saw that agreement not upheld, I had indicated to my own caucus that if anybody else kind of peeled off, I was going to vote the way I wanted to,' she said, without explaining her issues with the bill. Mukherji did not respond to requests for comment. Progressive activists have for years targeted the county line, which took party-backed candidates in primaries and grouped them in one column or row. Critic say the new ballot design envisioned by the bill could still give some candidates unfair advantages. The legislation would allow candidates running as a group to have their ballot positions selected after a single draw instead of multiple draws for individual candidates. Other provisions would label candidates based on where they fall on the ballot — like 1A if they're named first — which critics say serves no purpose. The bill would allow the New Jersey secretary of state to prohibit candidates from using similar slogans, though the bill doesn't say how officials would determine when two slogans are too similar to use. Changes to the state's primary ballots come about three months before the June 10 Democratic and Republican primaries, when both parties' gubernatorial hopefuls and all 80 Assembly races will be on the ballot. The Senate also unanimously advanced a bill to allow New Jersey municipalities and counties to print legal notices in digital newspapers through June 30 as the circulation of daily newspapers dwindles. State law requires towns to publish public and legal notices in newspapers, a requirement that critics say has become antiquated as published newspapers have seen their circulations drop. The push to end the requirement began again in earnest after the Star-Ledger, the state's largest daily news outlet, announced it would cease publishing its print edition, leaving many towns without a newspaper to publish these notices. The measure would also require media outlets that publish those notices to share data on subscribers, page views, and sales with state officials. Gov. Phil Murphy signed a similar bill in December that allowed local governments to print legal notices digitally until March 1. The bill approved Tuesday would give the Legislature another four months to come up with a more permanent solution. SUBSCRIBE: GET THE MORNING HEADLINES DELIVERED TO YOUR INBOX
