Harshit Singhal

Spearheading marketing, brand management & communication for the entire Processed Foods portfolio of the company comprising of leading brands in snacking, beverages & other food segments along with team handling responsibilities. Portfolio Size: 500+ Cr. (INR) Brands: Tasty Treat | Nilgiris | Fresh & Pure | Sangi's Kitchen Key Categories: Biscuits, Chips, Namkeens, Breakfast Cereals, Coffee & more Celebrity Endorser: Varun Dhawan Key Responsibilities: - Driving thought leadership in brand strategy via conceptualization of brand purpose, voice, positioning & communication strategy. - Managing brand P&L with responsibility for top & bottom-line achievement via both volume & value growth across focus markets. - Developing, implementing & reviewing annual brand marketing plans. - Holding the 4Ps together to drive consumer qualified marketing mix via differentiated product, claims, packaging, pricing & promotions. - Leading the innovation charter & pipeline to drive brand growth, right from conceptualization stage to launch planning & last mile execution. - Driving business intelligence via market research led consumer insighting & retail consumption led sales data mining. - Planning & executing 360 degree ATL & BTL marketing campaigns. - Leveraging new age digital & e-commerce led marketing platforms driving further distribution & reach of brands. - Driving business growth by working closely with trade teams for expanding distribution & reach.

Spearheading brand management & leading a team responsible for marketing for their leading brands in snacking, beverages & other processed foods space. Portfolio Size: 250+ Cr. (INR) Brands: Tasty Treat Key Categories: Biscuits, Chips, Namkeens, Breakfast Cereals Celebrity Endorser: Varun Dhawan Key Responsibilities: - Driving thought leadership in brand strategy via conceptualization of brand purpose, voice, positioning & communication strategy. - Managing brand P&L with responsibility for top & bottom-line achievement via both volume & value growth across focus markets. - Developing, implementing & reviewing annual brand marketing plans. - Holding the 4Ps together to drive consumer qualified marketing mix via differentiated product, claims, packaging, pricing & promotions. - Leading the innovation charter & pipeline to drive brand growth, right from conceptualization stage to launch planning & last mile execution. - Driving business intelligence via market research led consumer insighting & retail consumption led sales data mining. - Planning & executing 360 degree ATL & BTL marketing campaigns. - Leveraging new age digital & e-commerce led marketing platforms driving further distribution & reach of brands. Key Campaigns: Associate Sponsorship, Indian Premier League (IPL), 2018 & 2019 - Brand Impact creation via daily coverage of Tasty Treat Chak Express (branded fan army) - Brand recall via corresponding ATL media plan covering TV, Print, OOH - Consumer engagement via BTL, social media & influencer activations - POS branding, trade & consumer promotions for driving sales Tasty Treat Munching Snacks range launch with Varun Dhawan, 2019 - Conceptualized product mix, packaging, pricing & positioning strategy - P&L management for new launch along with go-to-market roadmap - Launch TV & Digital campaign with Varun Dhawan - Reach & impact led ATL plan along with POS & BTL marketing

• Worked towards designing the overall brand positioning of making oats the third grain of India by assimilation of oats in the regular diet of Indian consumers with innovative product formats that offer the best of both worlds, taste & health • Engaged extensively with creative agency for developing the communication strategy & collaterals (print, outdoor and radio ads) • Worked out extensive OOH campaigns consisting of hoardings, bus shelters, bus wraps & metro pillars for the key products (Oats + Wheat Atta & Flavoured Oats) for creating brand visibility in relevant markets • Designed the relaunch strategy for the hero product Oats + Wheat Atta with a packaging, pricing & positioning refresh • Planned and executed a nation-wide POS sampling & visibility campaign for Flavoured Oats for strengthening the positioning of the product range as the tasty & healthy snack for evening hunger pangs • Engaged extensively with the digital marketing agency for designing individual digital launch campaigns for the key products driven by celebrity & influencer engagement & region specific content • Designed a BTL strategy for driving sampling & repeat purchase for Oats + Wheat Atta through the famous Dabbawalas • Designed & executed POS visual merchandising campaigns for the key products across modern trade & other retail formats

• Worked extensively towards designing the overall communication & positioning for the 800+ crore brand • Involved actively in planning & production of the official brand TV commercial along with print & radio advertisements • Designed and deployed an overall brand level ATL strategy for key markets through mediums like TV, Print, OOH & Radio • Worked towards building advocacy for the brand through TV integrations with food & cookery shows both at national & regional level • Designed, planned & executed a high reach & impact 360 degree ATL plan in key south markets for the brand’s big hero launch of Sona Masoori & Ponni Rice • Worked with Rana Daggubati & Bahubali’s production house for developing the product TV commercial for this new launch • Designed & executed an innovative BTL strategy using levers like community feeding, POS visibility and in-store mega launch for creating buzz & consumer connect across key markets • Worked extensively towards designing social media marketing campaigns for building a digital community for the brand in order to create awareness about the extensive range & new launches using regional content & influencers • Managed monthly and annual marketing spends for the brand and collaborated with various cross-functional teams across the company and Future Group for delivering work within the stipulated timelines

• Worked on the brand re-positioning and diversification strategy for a 50+ years old legacy brand, Anne French with the aim of reaching out to young entry level consumers • Spearheaded the designing and developing of packaging artworks for existing SKUs & upcoming brand extensions • Engaged with creative & media production agencies for editing & translation of the TV commercial for the brand • Designed & executed an on ground activation initiative including sampling kiosks for engaging consumers at college level. • Designed & executed trade promotion schemes at pan India level for engaging retailers & increasing sales of selected SKUs • Designed the digital marketing strategy for the brand with special focus on content marketing on social media platforms

• Worked towards developing the overall launch strategy for two of the leading global brands in the Nutrition space in India • Designed the brand portfolio strategy which involved developing the positioning and branding strategy for different variants as per the target consumer profiles • Spearheaded market research projects for understanding consumer needs & demands for designing the brand positioning for multiple variants in the nutrition segment • Designed the brand communication strategy with specific benefit claims, functional/emotional cues and value proposition for different consumer segments • Worked on designing and developing the packaging artworks for mono-carton & bottle packaging keeping in mind the Indian consumer understanding & needs and aligning them with global packaging guidelines for these brands • Designed an extensive mass consumer engagement plan through key educative initiatives • Spearheading the ‘Nutrition Gaps Study’, a pan India analysis for building advocacy for the need of supplementation • Engaged extensively with creative & media agencies for development of artworks for all ATL/BTL activities planned along with final cost negotiations and payment terms & schedules • Managed monthly and annual marketing spends for all new product launch projects

Designed an end to end business model for a new product offering for Indian and foreign markets in the wellness and fitness space - Conducted a thorough secondary research for Indian as well as foreign markets to understand the current scenario and offerings - Designed a primary research questionnaire and market survey plan for gathering consumer insights and finding gaps in this space - Conducted the research by interviewing different people from different age group and professions in multiple cities - Conducted a thorough competitor benchmarking and SWOT analysis primarily through primary research by interacting with existing users of competitor products - Using all the insights gathered, executed a need-gap analysis and the potential unaddressed needs of the consumer - Designed the potential product + service mixture which could be an ideal offering from Portea - Designed the Marketing plan for the product comprising of launch/Go-to-market and customer retention strategies

- Carried out a primary research to analyse the current trends in the pharmaceutical ecosystem of 4 metro cities - Studied the trust and value the company has amongst its key stakeholders like doctors, distributors, pharmacists - Conducted 220 personal interviews with medical professionals for determining relative position vis a vis competitors - Analysed the data, identified gaps in the market and designed strategies to overcome these gaps

- Organized various interactive workshops for their flagship programme at Sahyog- a juvenile deaddiction home - Planned and conducted various sessions for The Waiting Hall and YuvaEkta 2013 and managed their database