Podcast: Mehernosh Pithawalla of Godrej & Boyce on fostering a culture of trust, loyalty, freedom and innovation

My distinguished guest on this, the 92nd episode of our award-winning MVP, the Master's Voice podcast, is Mehernosh Pithawalla, Senior Vice President and Head of Brand and Strategic Insights at Godrej & Boyce. In this episode, which is available as a video on YouTube and also as an audio podcast across the top podcast directories in India and across the world, Mehernosh shares his journey from starting as a salesperson in Godrej locks to his current position and highlights the challenges and growth he has experienced along the way.

Mehernosh discusses his role at Godrej, overseeing brand and marketing, consumer insights, and corporate communications and PR. Despite the complexity of his role, Mehernosh encourages independent thinking and originality within his team. He emphasizes the importance of trust, loyalty, and freedom, allowing room for mistakes.

We discuss the culture at Godrej, which values openness, inclusivity, mutual respect, and equality. Leadership plays a crucial role in creating this culture and developing future leaders. Godrej's purpose is to pioneer progress for generations, focusing on sustainability, business performance, and innovation. The core Godrej values are integrity, trust, respect, and consumer-centricity, environment-stewardship, and entrepreneurship.

Mehernosh speaks at length about the marketing strategies employed by Godrej, and the importance of digital marketing including digital platforms, using AR, VR, programmatic advertising, and virtual tours to enhance the customer experience. He highlight the need for a balanced approach, incorporating physical interactions with customers. Also, addressing challenges such as ad fraud and brand-unsafe environments in programmatic advertising.

Mehernosh shares that they conduct test marketing and analyse audience profiles to determine the best audience for programmatic advertising. They work with both in-house digital experts and an agency for programmatic advertising. They emphasize the importance of micro-segmentation, ethnographic studies, and understanding the consumer journey.

Sustainability is a core value for Godrej, and they have initiatives focused on protecting people, the planet, and creating shareholder-value.

They drive initiatives for greener operations, developing green products, and imparting digital skills to youth.

COVID has led to changes in consumer habits, with increased adoption of digital. Customization and personalization are essential aspects of their strategy.

So, my conversation with the charming, gracious and generous Mehernosh, who is equ

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Chapters

• 0:06 Introduction of Mehanoj Pitawala and Thanking Comp Team
• 3:08 Brief overview of Mehanoj's achievements and experience
• 5:18 Architectural fittings and security solutions - B2B and B2C
• 15:23 The Evolution of Purpose at Goldridge & Boyce
• 19:14 New Values: Consumer Centricity, Environment Stewardship, and Entrepreneurship
• 21:13 Shifting Gears: Marketing Beliefs and Strategies
• 26:36 Experimenting with Programmatic Advertising
• 28:29 Father's Day: The Sweetest Day for Dads
• 29:57 Influencers and Cyrus bring authenticity to the film campaign
• 33:24 Head of brand involved in planning new product offerings
• 36:16 Insights on digital marketing do's and don'ts in post-COVID era
• 38:40 Preparing for the demise of third-party cookies and advice for marketers
• 39:18 Introducing Mehrnoosh Pitawala, Head of Brand and Strategic Insights
• 41:26 Farewell till the next episode of MVP, The Master's Voice Podcast