In a world saturated with advertisements, how do century-old brands remain significant and connect with new generations? The answer lies in powerful storytelling. This was the core message delivered by Anirban Banerjee, the Chief Executive Officer of Eveready Industries India Limited, during a special session at the Narula Institute of Technology in Kolkata.
The Bridge Between Brands and Generations
Banerjee addressed the students on December 11 as part of The Times of India's ‘Leaders on Campus’ initiative. His motivational talk, titled "Changing Storytelling of a Legacy Brand," offered a deep dive into how established brands communicate their enduring value. He emphasized that while products and markets evolve, the fundamental human emotions that marketing taps into remain universal.
"All are consumers," stated Banerjee. "When I look from a singular lens, every category can differ in different countries, different life cycles, and different price points, but people and storytelling remain the same." He described storytelling as the crucial bridge that allows brands to relate to diverse consumer segments and societal cohorts, ensuring they leave a lasting footprint as trends come and go.
Balancing Heritage with Modern Appeal
The CEO explained that effective storytelling for a legacy brand is a delicate balancing act. The narrative must be vibrant and tailored to resonate with the specificities and needs of a new generation, yet it must never alienate the brand's core identity and its loyal, long-standing consumers.
"The entire trick potentially lies in trying to tell a story in a way that does not alienate your core," Banerjee advised. "It's like saying that you built yourself for decades of consumers who believe in you, and that is what gives you heritage, legacy, and a certain amount of culture around it. You try to narrate it to the next set without alienating it."
He stressed that the emotional connection and the medium of communication—whether digital, television, or experiential—might change, but the core idea of the brand must sustain through these evolutions. Storytelling, therefore, is a pivotal tool for explaining the ongoing relevance of both the product and the brand, building evocative relationships with consumers.
Career Lessons from Brand Strategy
Concluding his talk, Banerjee drew a parallel between brand strategy and personal career growth. He urged the students to focus on remaining relevant throughout the long span of their professional lives. Just as a brand must adapt its story without losing its essence, individuals must continuously upskill and evolve.
His final advice was clear: the goal should be to remain relevant from the start to the end of one's career. This requires constant learning and adaptation, mirroring the journey of successful legacy brands that stand the test of time by connecting their past with the present.
