Remember that instantly recognizable voice, "Kya apne kabhi online hotel search kia hai?"
For many of us, that was our introduction to Abhinav Kumar, then Country Head (India) at trivago, who, unexpectedly, became the face of their early campaigns.
It was a refreshing, almost accidental, masterclass in personal branding in an era where celebrity endorsements were the norm.
Fast forward to today, and we see a powerful new trend: founders, CEOs, and industry leaders stepping out from behind the curtain to become the face of their own brands.
Think of Mr. Anupam Mittal leading the narrative for Shaadi.com, or Mr. Peyush Bansal bringing out the fashionable and functional eyewear for the masses with Lenskart.com or countless founders sharing their journeys and vision on platforms like Shark Tank India.
What's changed in the last 8-9 years in the Indian advertising landscape?
1. Authenticity Reigns: Consumers are increasingly looking for genuine connections. A founder's passion, vulnerability, and direct communication resonate far more deeply than a hired celebrity.
2. The Power of Storytelling: When a founder tells their brand's story, it's not just marketing; it's a personal narrative woven into the brand's DNA. This creates a stronger emotional bond.
3. Democratization of Media: Social media and digital platforms have empowered individuals to build their personal brand independent of traditional media gatekeepers. Every post, every interview, every public appearance contributes.
4. Trust and Credibility: In an age of information overload, a recognizable and trusted face at the helm of a company instills greater confidence in consumers and investors alike.
5. Beyond the Boardroom: This trend isn't limited to tech startups. We're seeing CMOS and entrepreneurs across various sectors leveraging their personal stories and expertise to build stronger brand identities.
Abhinav Kumar's stint with Trivago was perhaps an early indicator, a subtle hint at what was to come.
Now, personal branding for leaders isn't just an option; it's becoming a strategic imperative in the Indian advertising and marketing world. It's about humanizing the brand and building a community around a shared vision.
What are your thoughts on this shift? Do you believe personal branding by leaders is here to stay, or is it a fleeting trend?
PersonalBranding IndianAdvertising MarketingTrends Founders CMOs Entrepreneurship BrandBuilding AnupamMittal AbhinavKumar
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