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A Talk by Mr. Akhil Chaturvedi, Director - Acme Clothing "I lead, others follow, in life, in fashion", so said Akhil Chaturvedi, Director Acme Clothing about the personality of his flagship brand, Provogue. An alumnus of the S. P. Jain Institute of Management and Research, Mumbai, he was on campus, on the 27th of September, doing what he does best, Delivering Shock Value!!! From venturing out into the unpopular retailing industry to creating headlines with his avant-garde style of marketing to bringing to life the concept of a Provogue Lounge Bar, Akhil is a maverick in the true sense of the word. His one-hour interactive lecture on Brand Evolution, Provogue a case in point, left the budding managers and entrepreneurs wide eyed and inspired to say the least. Akhil's lecture was fraught with marketing lessons, some straight out of Phillip Kotler and the others radically unconventional. He started off by talking about the need to envision and create the values and personality of a product way before the brand. He went on to say that the days of product managers creating brands are long gone and how we've entered an era of customer centric branding. Stressing on the vitality of focus and yet being nonconformist in operational style is imperative for brand building and name recall he says. Experiential branding is all about making your customer live the attitude of your product, and thus eat into larger portions of his wallet. His incredible zest to "Do something different" and generate visibility drove him to explore far beyond the mundane and make people all over sit up and take notice. From putting fourteen CEOs onto the ramp to launching the first Indian skydiver from the North Pole, Provogue has definitely created ripples in the fashion industry. An opportunist of the highest magnitude Akhil advised his juniors to exploit less trodden territories and strike before competition sets in. Of grandiose dreams, larger than life visions and colossal ideas, Provogue and Akhil brought to the forefront real world business scenarios. Management students are often branded as planners and strategists of the highest degree. He changed all that as he concluded, "The Devil is in the Execution, Not in the Planning". Unquestionably, something to think about. Contributed by - |
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