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Interview with Navin Thakur, Head of Marketing at Vascon Engineers Ltd

Rhythm Singhal By Rhythm Singhal in Interviews on

Navin Thakur is a highly creative marketing professional with more than 15 years of experience in developing and implementing: Corporate Branding Strategy, Brand Architecture & Positioning, go-to-market strategies, Advertising Campaigns, and Marketing plans. Currently, he is the Head of Marketing at Vascon Engineers Ltd. He has been awarded with prestigious awards, some of which are

  • Marketer of the Year 2019 by RealtyPlus Pune for the contribution in the success of Vascon.
  • ACEF Asian Marketing Leadership Award Individual award for the efforts and delivery through work on various launches for Vascon Engineers Ltd.
  • Best Brand Creation Award for “The Trees” at Godrej Awards 2016.

Your Journey as a Marketing Professional.

Creative marketing professional with over 15 years of experience. Proven skills in brand management and product development. Successful track record of launching marketing programs/campaigns. Exposure has been in multiple industries including OOH, Main Line Advertising, Energy and Power, Infrastructure, Metro and Roads, Steel and Cement, Real Estate. More details are enclosed in the document.

Started my career in the advertising industry with Madison Outdoor (Campus Placement), then moved to the mainline worked with Percept and Mudra on a few leading brands in the country as my clients. Post which got an opportunity to work with Reliance ADA group working on the Reliance Infrastructure group of companies including the corporate Brand of Reliance ADA Group. While working with Reliance have got amazing exposure to work on Brand Identities and launch or Corporate brand. Other biggest exposure was during the Reliance Power IPO.

Currently working in the Real Estate industry for about 5 years. Have worked across various cities including Gulf. Has been a fascinating journey so far and even today experimenting and learning almost every day.

What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?

Have started my journey long back and in those times marketing was dominated by traditional media. So I was exposed to all traditional media dominated by TV and Print. As other media started contributing more have witnessed the growth of Radio and OOH as the media over a period of time and them Digital Happened. Digital media though started very small and slow but lately has grown exponentially. As of today, we use Digital media largely along with Print, OOH, Radio, BTL, PR, and some TV.

Today I observe that the teaching has got too compartmentalized and small niches have been created and very early people are forced to make the choice, while we got exposed to all the media and then depending on experience while working we had a choice to decide where to move. Most of the times students don’t know what they are opting for and when they end up at the workplace they are lost as they had completely different thoughts about the choices they make. Have encountered these scenarios recently with the Management Interns. Everyone wants to be on the Digital bandwagon but they don’t have slightest of the ideas what it is. Would suggest the youngsters speak and discuss with the people they know in the field they want to get into and understand what it will take and what will they achieve by being there before making these choices. It’s better to put efforts before then regret later.

What are some of the important marketing software that you have used and found to be really useful for your company?

Have used SAP for having customer information, financial control, etc.

In real estate have worked on SFDC, SAP, Sell.do Multiple analytical tools including Google Analytics.

All these come handy and have different functionalities and usage.

Which companies, according to you, are your competitors. How do you differentiate against these?

This is difficult one as we have many projects that we compete within every micro-market. Real Estate works more in the local market and hence each mirco market defines who will be competing at the project level. However, at the organization level, we look at the following organization as our competition in Pune.

  • Panchshil
  • Kolte-Patil
  • Gera
  • Godrej Properties
  • VTP

Your 2 line advice to people entering in the marketing domain.

It’s an interesting and challenging domain to be in if you have a passion for it. Marketing is mostly looked like a support function in most of the industry but it is largely the driving function. A good marketer can make all the difference in the top line and bottom line of the organization. Moreover, it’s the responsibility to the marketing team to ensure that the brand and customer experience are best above industry standards.

So have the passion and ability to motivate yourself in tough situations and you will have fun working in this domain. There is a lot of glamour that is visible to the outside world but there is more hard work and dedication which goes behind.