Impact of Covid on the psyche of women - 17 Aug 2022

WOMEN'S BUSINESS FORUM

Impact of Covid on the Psyche of Women WEDNESDAY 17 AUG 2022 | 6.00 PM

ONLINE EVENT Anju Joseph Partner, India Business Head Quantum Consumer Solutions

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FOUNTAINHEAD OF EXCELLENCE

PROGRAMME 6:00 PM

Welcome Address Opening Remarks by the Chairperson

Gp Capt R Vijayakumar (Retd), VSM Executive Director, Madras Management Association Ms Mythili Chandrasekar Consumer Behaviour and Brand Strategy Enthusiast

Address by the Speaker

Ms Anju Joseph Partner, India Business Head Quantum Consumer Solutions

Discussion and Q&A with the Special Invitees

Ms Babita Baruah Executive Director, VMLYR and Regional Client Lead, WPP.

Dr Lata Rajagopalan Kumar Consultant - Communication for Development Member - IAICS

Concluding Remarks by the Chairperson 7:15 PM

Vote of Thanks

Ms Mythili Chandrasekar

Speaker

Anju Joseph

Anju has been with Quantum since 1998. She has worked with a multitude of clients and has partnered with many blue chip companies to answer their most important questions. She is passionate about consumer evolution and trends in consumption. She is passionate about brands and is constantly thinking about how might we create more powerful and engaging relationships between consumers and brands.

In her journey spanning over 23 years, she has interacted with women across the length and breadth of the country and across various class and income levels. As a result, she is able to see and map patterns of change and also determine the underlying solid structures. She has been deeply involved with brands that present progressive women narratives such as Titan Raga and Tanishq.

She has been a keen observer of the turn of the century, new target audiences such as Millennials and GenZ, the phenomenon of social media and its impact on psyche, esteem and aspirations of an entire nation.

She is an avid reader and has used her study of theories in the field of psychology, sociology and behavioural economics to create new models of thinking in Quantum. She partnered with NIMHANS to create a new model on understanding consumer psyche. She has also worked with Wharton to develop a model on persuasion pathways. She has been visiting Faculty at IIM, Bangalore. She has also delivered many talks in Corporate Forums, academic Institutions and Client events.

When she is not working, she loves to travel, read, binge watch Reality TV and watch films.

She is a working mother and has an 18 year old. She has managed motherhood and work because of a strong support system of parents, in-laws and husband.

If she was not in Research, she might have been a Bartender because she likes people to let their hair down and have a good time.

Chairperson

Mythili Chandrasekar

Over 35 years in Consumer Behaviour and Brand Strategy. Recently retired as Senior VP and National Planning Director, J Walter Thompson, India. Currently freelance Strategy and Research Consultant.

Career Highlights: Created thinking frameworks, models and brainstorming tools in a variety of verticals: food and beverage, personal products, education, technology, automotive; new product development, premiumisation, portfolio planning and digital strategy.

Published over 75 articles in leading Indian, US and UK media. Repository at www.povfromindia.blogspot.com Created Brand Chakras ™ a first-of-its-kind proprietary toolkit.

Won the Patricia Mann Award for Women Marketers, UK, 2008, winning a bursary to the Executive Marketing Programme, in Stanford.

Co-authored "Voices Within"(with two leading South Indian musicians) a coffee table book on the maestroes of carnatic music.

Specialties: Brand strategy, integrated marketing communication, insight mining, sociocultural and ethnography research, new product development and portfolio planning, knowledge curation, content creation, writing, teaching.

Special Invitee

Dr Lata Rajagopalan Kumar

EDUCATION -PhD - Communication, Dept of Mass Media & Comm. Studies, University of Madras, 2007 -Research Methods, Centre for Studies in Social Sciences, Kolkata, 2004 -M.A. Communication, University of Madras – 1988 EXPERIENCE 2014 onwards: Founder – Director, Curious People (a C4D project) and free-lance advertising/ communication consultant 2001 onwards in Academia: Guest Faculty at CEG, Anna University, Dept of Science & Tech Communication, Madras University, WCC, Loyola, NIFT and MOP colleges. Subjects: branding, communication, advertising and creative strategy 1988- 2001 Advertising industry: Worked in the creative departments of leading advertising agencies in Chennai, Bangalore, Delhi, Coimbatore & Hyderabad across leading agencies including Artig, Insight, Euro RSCG and Mudra Communications. Held leadership positions in the creative depts.

Handled national accounts like Henkel, Cavin Care, TI Cycles, Kurlon, ICI, Wipro, Pricol, Nalli Silks, ITC, Mysore Silks, Crocodile and HMT. Won awards at the regional and national levels for advertising creativity and brand communication.

PAPERS PUBLISHED Written and published papers in Communication, CSR & Marketing/Advertising for Development within India at national and international conferences.

OTHER INTERESTS Sports- Former ranked tennis player, represented Madras University and TN State. Won All India Inter University tournament & Bronze at the National Games. Keen interest in classical arts and reading.

Special Invitee

In her 24th year in the industry and with WPP, Babita Baruah now Executive Director, VMLYR and Regional Client Lead, WPP.. She joined HTA ( Wunderman Thompson ) in Kolkata in 1996.

Over the years, she took on roles in the agency’s Mumbai and Delhi offices, as well as working with the Wunderman Thompson Unilever team in Bangkok on Sunsilk and Lux. Her portfolio and experience extends across categories in FMCG, Finance, Technology. Besides being part of global agency teams on Nestle, Johnson and Johnson and Radiant & Knorr in Unilever. She led the team on Nokia India, before moving on to setting up a dedicated integrated solutions team for PepsiCo, India, in 2016.

Babita is passionate about the intersection of consumer behaviour, culture and technology, leading to creative solutions that shift the needle for the brand and business. Collaboration with WPP and non WPP partners has been key to her business relationships. She believes in the power of influence of the communication industry towards a purposive future.

Babita Baruah

In 2004, Babita was one of the 12 Indian women to be selected for the prestigious British Chevening scholarship in the U.K, on Women and Leadership. In 2016, she was invited to Harvard Business School as a speaker on Trends in India Marketing, in the India Conference. In 2017, Babita was invited to speak on Women as Professionals, at the Women Influence Forum in Geneva.

Babita is driven by her efforts on diversity, mentoring young professionals, engagement with management institutes, initiatives for making the workplace culture conducive to inspired talent and strong partnerships. She has initiated programmes like SheHour, with her team, to connect and empower women at work in her workplace.

She lives in Gurgaon with her husband, and her fifteen year old daughter, Joya.

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