Deepshikha Surendran of Tata Trusts on building brands & following the code of conduct

In conversation with Social Samosa, Deepshikha Surendran talks about creating a safe, positive work environment, free of prejudice and reflective of its core values. As a Jury Member of Social Samosa Superwomen 2023, she also shares a message for the participants.

With more than two decades of experience in building brands, marketing across the retail, telecom, and consumer durables sectors, Deepshikha Surendran, Head of Brand and Marketing Communications, Tata Trusts shares some marketing lessons and emphasizes on understanding the reality of the consumer. She discusses the importance of being mindful of the thin line between morality, ethics and code of conduct and putting those codes into practice that send the right signals.

She also talks about glassbox branding, ethical advertising, ASCI guidelines, how markerts, consumers and power dynamics has evolved, and more.

Edited Excerpts:

Over the last 20 years, you have been a brand-builder, working across different consumer-facing industries. What are some marketing lessons you have learned on the ground while interacting with consumers? 

I cannot emphasize enough on the importance of understanding the reality of your consumer, the world of your consumer, and what stimulates them to feel elated. As a marketer, I remain curious and make efforts to gauge the pulse of the consumer and above all else, focus on the insight. The rest will follow.

The other marketing reality that applies across industries is the ability to create unique, enchanting micro-experiences for the consumer. One can build them into the consumer journey be it digital or physical, but a signature experience allows for the brand to remain special for the consumer. Some of the brands I have been privileged to serve have managed to do this beautifully, getting consumers to be their champions.

The last marketing truth I’d like to share with you is that your brand is your only long-term asset that keeps giving! It is a field of expertise that combines science, technology, culture, and art. It allows one to build on data from numerous touchpoints and layer it with evolved creative messaging that can drive deep, meaningful behavior change, be it for a social cause or for a commercial product or service. Our behavior as a society, a culture, and consumers can be nudged to change with effective marketing. We need to stop thinking of it as an ‘expense’ department and realize that it is truly the DNA of your organization.

Women tend to refrain from reporting incidences of workplace harassment for fear of retaliation by the harasser or the organization. As a former chairperson for POSH, how do you think organizations can encourage women to raise their voice?

An organization bears the primary responsibility of creating a safe, positive work environment, free of prejudice and reflective of its core values. Towards this, all employees may need to be sensitized through structured interactions from the day they join and at frequent intervals thereafter. Role plays and gamification allows teams to understand, appreciate and over time become champions of the organization and the brand. As leaders, it is important to be mindful of the thin line between morality, ethics, and code of conduct and proactively put into practice the codes that send out the right signals in creating the desired culture. 

As a former chairperson of the ethics committee, where do you think brands tend to go wrong when it comes to ethical advertising? How can communication in advertising improve? 

Not so much as a former Chairperson, but as a marketer, it is critical to gain, retain and sustain the faith and trust that the consumer and all your stakeholders place in you. Glass box branding where the consumer has a clear view of the way the organization works, how it nurtures its employees, develops its products and services and most importantly the tone, manner, and believability of its communication is one way to demonstrate leadership. 

Ethical advertising can withstand public scrutiny and is usually developed using data and is backed by research. There are some robust guidelines put into place by ASCI. I’d encourage marketers to help ASCI in further developing appropriate advertising and communication guidelines for their products and industry. Some media houses have taken the lead and are calling out and identifying ‘fake news’, certainly a step in the right direction. Communication in advertising should be creative, authentic, and compelling. 

Having worked on important initiatives such as 'Kaise ka cancer,’ how do you think brands can use their platform to make a difference?

The power dynamics have evolved as have markets and consumers. With the pandemic behind us, it is important to engage with consumers in areas that matter to them. Kaise Ka Cancer, a campaign that has garnered over 15 million views, is an example of community-centric communication, communication that matters to the consumer and is reflective of their reality. As a responsible and purpose-driven brand, Tata Trusts uses storytelling to bring alive the reality of cancer and showcase that there is light at the end of the tunnel while subtly nudging the consumer into taking action. Eventually, the power rests with them. The films resonate with the journey of the patient, and the caregiver and shake the ennui of the world at large. This is a far cry from fear and shock-based communication which is more popular in the category.

Thus, philanthropy can truly take the lead in creating social behavior change which may have a ripple effect in creating new social norms and an evolved culture.

Also Read: Brands need to tell stories that break age-related stereotypes: Piali Dasgupta

What have been some of the highlights of your journey while leading communications for Tata Trusts? As a marketing professional, how different is this role from your earlier roles?

In my early years at the Trusts, developing a brand DNA for a young brand that reflects the thinking of a 140-year-old organization was a fabulous experience. As a young team, the process, the collaborative thinking, and the ability to mine and adapt models of marketing to the sector were all new and exciting experiences. As a marketer, these are challenges that can test your mettle and define you.

From the experience of handling communication across various areas of our work, a few will stay with me, perhaps for life such as our visits to the tribal hamlets of Odisha and Maharashtra to understand the barriers and triggers related to the incidence of Malaria and consumption of tobacco, respectively. Our ability to derive insights and develop communication campaigns to drive local behavior change was amazing.

This role has been like no other, to be surrounded by passionate, committed teams that perpetually allow for intellectually stimulating discussions. The cause is bigger than anything else and in the absence of clear Call to Actions (CTAs), bringing consumer goodwill to your brand is a challenge that I have thoroughly enjoyed overcoming. A big shout out to my team who have shaped my thinking and helped me mature as a leader. 

Can you discuss any female leaders or mentors who have inspired you in your career, and how they have influenced your leadership style?

I have drawn inspiration from leaders I have worked with, some of whom have become mentors, helping me chart my professional journey. I have been fortunate to have worked with fabulous male and female managers who have demonstrated empathy, courage, and deep learning and shown immense confidence in challenging situations. These traits of leaders and colleagues, combined with my innate focus on the consumer and curiosity as a marketer has shaped my own signature style.

As a woman in the marketing and communications environment, what challenges do you face within and outside the organization? What message do you have for other female professionals in the fraternity?   

Our own values give us the courage to channel our energies and overcome aspiration deficits. Perhaps we can lean on our talent and not allow colleagues to view us from the narrow filter of gender, caste, religion, or economic status.