aStevea as he is popularly called, spoke about the New Product Development Process and Cross cultural branding, taking through the entire journey of one of HULas power brand – Close-Up. He coupled his talk with product ads and explained how the common thrash aablea elements of the communication were maintained over a period of time.
He also spoke about the brand communication explaining how brand communication has evolved over the years based on the audienceas changing tastes, outlook and cultural differences, taking Close-up as an example to illustrate how HUL has designed different types of advertisements for Northern India and Southern India to counter the cultural differences that exist between these markets.
The session concluded with a question and answer session, where queries raised by students ranged from the methodology of deciding on communication briefs to questions on gender bias in advertisements.