Arpan Biswas
Director - Brand Marketing at Ola Electric Mobility Pvt. Ltd.- Claim this Profile
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Bio
Anubhav Bali
Arpan is one of the brightest minds in the field of Marketing & Brand development that I have come across in my career. Our professional association goes back to 2011 when Arpan was Product Marketing Manager for Heavy trucks, a product line delivering the highest topline & bottom-line for Tata Motors but posed with a unique challenge of creating tactical marketing strategies simultaneously for B2B & B2C segments along with cohesive branding brand building across International markets keeping in mind the consumer & demographic nuances. With his zest for marketing & inherent risk taking ability, Arpan has constantly challenged himself & put his creative mind at work over the last decade in developing brands from scratch & creating a sustainable marketing ecosystem in the B2C space. I would definitely reach out to Arpan for a whacky campaign idea or just some candid conversations on brand building over coffee. His childlike curiosity & compassion make Arpan standout in his peer group as a trusted business partner & leader. Wish him all the best in his journey for excellence !!!
LinkedIn User
It was a pleasure working with Arpan! A great bundle of enthusiasm, energy, and wit, he drives the team with a lot of zeal, to create a variety of solutions and options that deliver tangible value in the intangible space of branding and marketing. He is passionately committed to the brand he handles and comes up with whacky yet relevant ideas even at the eleventh hour! He makes the working environment around him fun, yet conversational (intellectually) to be in. Giving a constant encouragement for learning and growth to people around him, he ensures his own learning curve does not dip either. An asset to any organization he chooses to associate with, I wish him the best in all future endeavors.
Anubhav Bali
Arpan is one of the brightest minds in the field of Marketing & Brand development that I have come across in my career. Our professional association goes back to 2011 when Arpan was Product Marketing Manager for Heavy trucks, a product line delivering the highest topline & bottom-line for Tata Motors but posed with a unique challenge of creating tactical marketing strategies simultaneously for B2B & B2C segments along with cohesive branding brand building across International markets keeping in mind the consumer & demographic nuances. With his zest for marketing & inherent risk taking ability, Arpan has constantly challenged himself & put his creative mind at work over the last decade in developing brands from scratch & creating a sustainable marketing ecosystem in the B2C space. I would definitely reach out to Arpan for a whacky campaign idea or just some candid conversations on brand building over coffee. His childlike curiosity & compassion make Arpan standout in his peer group as a trusted business partner & leader. Wish him all the best in his journey for excellence !!!
LinkedIn User
It was a pleasure working with Arpan! A great bundle of enthusiasm, energy, and wit, he drives the team with a lot of zeal, to create a variety of solutions and options that deliver tangible value in the intangible space of branding and marketing. He is passionately committed to the brand he handles and comes up with whacky yet relevant ideas even at the eleventh hour! He makes the working environment around him fun, yet conversational (intellectually) to be in. Giving a constant encouragement for learning and growth to people around him, he ensures his own learning curve does not dip either. An asset to any organization he chooses to associate with, I wish him the best in all future endeavors.
Anubhav Bali
Arpan is one of the brightest minds in the field of Marketing & Brand development that I have come across in my career. Our professional association goes back to 2011 when Arpan was Product Marketing Manager for Heavy trucks, a product line delivering the highest topline & bottom-line for Tata Motors but posed with a unique challenge of creating tactical marketing strategies simultaneously for B2B & B2C segments along with cohesive branding brand building across International markets keeping in mind the consumer & demographic nuances. With his zest for marketing & inherent risk taking ability, Arpan has constantly challenged himself & put his creative mind at work over the last decade in developing brands from scratch & creating a sustainable marketing ecosystem in the B2C space. I would definitely reach out to Arpan for a whacky campaign idea or just some candid conversations on brand building over coffee. His childlike curiosity & compassion make Arpan standout in his peer group as a trusted business partner & leader. Wish him all the best in his journey for excellence !!!
LinkedIn User
It was a pleasure working with Arpan! A great bundle of enthusiasm, energy, and wit, he drives the team with a lot of zeal, to create a variety of solutions and options that deliver tangible value in the intangible space of branding and marketing. He is passionately committed to the brand he handles and comes up with whacky yet relevant ideas even at the eleventh hour! He makes the working environment around him fun, yet conversational (intellectually) to be in. Giving a constant encouragement for learning and growth to people around him, he ensures his own learning curve does not dip either. An asset to any organization he chooses to associate with, I wish him the best in all future endeavors.
Anubhav Bali
Arpan is one of the brightest minds in the field of Marketing & Brand development that I have come across in my career. Our professional association goes back to 2011 when Arpan was Product Marketing Manager for Heavy trucks, a product line delivering the highest topline & bottom-line for Tata Motors but posed with a unique challenge of creating tactical marketing strategies simultaneously for B2B & B2C segments along with cohesive branding brand building across International markets keeping in mind the consumer & demographic nuances. With his zest for marketing & inherent risk taking ability, Arpan has constantly challenged himself & put his creative mind at work over the last decade in developing brands from scratch & creating a sustainable marketing ecosystem in the B2C space. I would definitely reach out to Arpan for a whacky campaign idea or just some candid conversations on brand building over coffee. His childlike curiosity & compassion make Arpan standout in his peer group as a trusted business partner & leader. Wish him all the best in his journey for excellence !!!
LinkedIn User
It was a pleasure working with Arpan! A great bundle of enthusiasm, energy, and wit, he drives the team with a lot of zeal, to create a variety of solutions and options that deliver tangible value in the intangible space of branding and marketing. He is passionately committed to the brand he handles and comes up with whacky yet relevant ideas even at the eleventh hour! He makes the working environment around him fun, yet conversational (intellectually) to be in. Giving a constant encouragement for learning and growth to people around him, he ensures his own learning curve does not dip either. An asset to any organization he chooses to associate with, I wish him the best in all future endeavors.
Experience
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Ola Electric
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India
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Motor Vehicle Manufacturing
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700 & Above Employee
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Director - Brand Marketing
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Feb 2021 - Present
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Housejoy Technologies
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India
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Technology, Information and Internet
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200 - 300 Employee
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Vice President Marketing
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Feb 2020 - Feb 2021
- Led home services and beauty business P&L- Led marketing for Real Estate & home services business- Primary focus on customer acquisition and reduction of CAC- Managed product, brand, digital, PR, social, analytics, pre-sales, ORM - Led home services and beauty business P&L- Led marketing for Real Estate & home services business- Primary focus on customer acquisition and reduction of CAC- Managed product, brand, digital, PR, social, analytics, pre-sales, ORM
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The Economic Times
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India
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Technology, Information and Internet
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700 & Above Employee
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Faculty Member
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Dec 2020 - Dec 2020
Advertising and Brand Strategy Masterclass @ Economic Times. Advertising and Brand Strategy Masterclass @ Economic Times.
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Xavier University , Bhubaneswar (XUB)
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India
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Education Administration Programs
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1 - 100 Employee
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Visiting Professor
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Oct 2020 - Oct 2020
Digital marketing course for 2nd year students covering - a mix of theoretical concepts and practical on-the-job experience. Digital marketing course for 2nd year students covering - a mix of theoretical concepts and practical on-the-job experience.
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Wonderchef Home Appliances Pvt Ltd.
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India
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Manufacturing
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200 - 300 Employee
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Chief Marketing Officer
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Jul 2018 - Jan 2020
- Owned and delivered on all aspects of marketing & category: Brand, Digital, Ecom, PR, Social, ORM, Activations, Production- Winner of ET Bronze for a Social 360 campaign - #Dearmanholdthepan- Helped double Website sales and Ecom sales- Led a team of 22 members - Owned and delivered on all aspects of marketing & category: Brand, Digital, Ecom, PR, Social, ORM, Activations, Production- Winner of ET Bronze for a Social 360 campaign - #Dearmanholdthepan- Helped double Website sales and Ecom sales- Led a team of 22 members
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Arvind Fashions Limited
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India
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Retail Apparel and Fashion
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700 & Above Employee
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Head Of Marketing, Innerwear Division
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Mar 2016 - Jun 2018
• Managing Arvind Brands' Innerwear portfolio (U.S. Polo Assn. & Hanes) worth INR 250 Cr.• Improved imagery through product innovation, range classification driven by insights (Brand Track, U&A)• Invested in packaging design, packaging material and international models to improve shelf throw• Managed brand activation across media – print, outdoor, digital, promotions and in-store • Grew e-com business (Amazon, Myntra) with data-driven CPC & CPM digital campaigns• Generated inorganic growth, trials and multi-pack purchases through consumer promotions (Movie voucher)• Developed impactful merchandising & visibility solutions to increase brand salience at point-of-sale• Sales stint: Managed sales for Andhra Pradesh and Telangana, in addition to the above (Jan’18-May’18)
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Deputy General Manager
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Jun 2014 - Feb 2016
Key achievement: Spearheaded 10 immensely successful activations (revenue ~ 1200 Cr.) across Mumbai & Hyd.• P&L management for 3000+ Cr inventory across 3 different segments (Luxury, Aspirational, Mass)• Led a team of 6 individuals with a marketing budget exceeding INR 30 Cr.• Developed proposition, GTM strategy, campaigns, communications, pricing and promotions based on competition mapping and micro-market analysis• Managed brand activation across media (print, outdoor, radio, cinema, digital, PR) & on-site experience• Target alignment and activation of other verticals (channel partners, cross projects, corporate, loyalty (existing customers) , preferati (references) , outbound sales teams, NRI, fin-corp (loans sourcing vertical), outstation, easy lease (assured rentals), customer care)
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Britannia Industries Limited
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India
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Manufacturing
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700 & Above Employee
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Brand Manager
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May 2013 - Jun 2014
Key achievement: Increased Good Day's market share from 27% to 33% in ME market• P&L management for AED 102 Mn (170 Cr) with marketing budget exceeding 20 Cr.• Good Day Relaunch: Repositioned Good Day as a premium brand, as per market dynamics • Significant increase in awareness, usage and imagery (Premium-ness) across key markets • Generated inorganic growth through introduction of new variants (Choco-chips) and SKUs (40g, 200g, 253g Box) • Developed and tested new Good Day TVC based on consumer insights• Britannia Portfolio: Indian diaspora in ME, UK & US • Conceptualized, developed and researched new packaging for all Britannia brands • Led future projects with expected revenues of USD 4 Mn for delivery in 2013-2014 • Launched Punjabi Cookies, Cake Rusk & Cream Treat (re-launch) in UK & US with ATL support • Created and executed campaigns/communication for Indian diaspora across key markets • Managed brand activation across media (TV, print, outdoor, digital, PR) & in-store visibility • Conceptualized consumer promotions around events/occasions like Eid, B2S to build salience • Managed consumer activation in key Modern Trades to increase awareness & generate trials
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Tata Motors
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India
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Motor Vehicle Manufacturing
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700 & Above Employee
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Product Marketing Manager
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Jun 2010 - Apr 2013
Key achievement: Successful launch of Prima in Int'l markets, revenue growth of 35% for traditional truck business• Prima (World Trunk) launch in ME, S. Africa, Russia & SAARC • Facilitated product development, with design and plant teams, adhering to market regulations and requirements • Conducted brand and product research in key markets (S. Africa, Russia, Kuwait, Dubai) • Devised product positioning, pricing and servicing strategies based on consumer and retailer insights • Organized product launch in S. Africa and Dubai with key stakeholders (distributors, retail partners, customers) • Developed communication, website, POS and executed the media plan (print, OOH, PR) • Conceptualized modern Tata showrooms with VM/Projects team and defined customer experience benchmarks• Traditional truck marketing in SAARC and MENA • Generated inorganic growth (20% contribution) through introduction of Application vehicles with launch and on-site activations • Projects: Market potential analysis (Bhutan, Sri Lanka), Stopping market share loss (B'desh), • Managed business development, price and product positioning, operational economics
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Education
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2004 - 2008
Indian Institute of Technology, Kharagpur
B. Tech, Civil Engineering -
2008 - 2010
Indian Institute of Management, Kozhikode
Master of Business Administration - MBA, Marketing/Marketing Management, General
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