Our guest Saheli Chatterjee, Senior Manager Brand PR & Digital Content, Personal Care Products Business Division, ITC Limited talks about the responsibility that a brand plays in society. We also discuss changing communication models when it comes to highly commoditised items like soaps and other personal care products.

Gone are the days when glossy ads for that soap or deodorant made us rush to the nearest store. With the consumer being in the driver’s seat – they do not like being told what to do or what to buy. Or even how to interact with brands.

This is partially because social media has completely disrupted the way brands connect with consumers, and also ushered in a totally new business model. Digital technologies enable consumers to experience brands in entirely new ways. Secondly, Consumers continue to feel one with brands which make them view every transaction they do as a reflection of them supporting their own existing value system.

So what do you do when it comes to highly commoditised items like soaps and other personal care products? We questioned Saheli Chatterjee, Senior Manager, Brand PR & Digital Content, Personal Care Products business division, ITC Limited, on the subject.

The expectation from a brand is no longer that they give only quality products.

Saheli Chatterjee

SKIP TO: 00:20 Skip the Mrigashira intro.

SKIP TO: 01:21 Skip the guest intro.

SKIP TO: 02:59 Skip to the quote.

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