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  • Interview - Mr. Shubhranshu singh

Leader's Message


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" A young marketer should avoid looking at the real world through a theoretical lens. She/he should always rely on common sense and self observation to fine tune their marketing actions."

Q. Dear Mr. Singh, your journey as a professional is very rich, kindly tell our readers about your professional journey?

I have 23 years of experience as a business professional exclusively in sales and marketing. I have had the privilege of working with some of the world’s leading brands such as Axe, Lakme, Visa, Vim, Royal Enfield, amongst others. I have done P&L management as a marketing leader across several categories in HUL including deodorants, male grooming, skincare, color cosmetics, household care.

Also had a very enriching stint as head of marketing for Star Sports where I learnt the creation of intellectual properties by leading the launch and growth of sports leagues such as Pro Kabaddi League, Indian Super League, Premier Badminton League, Hockey India League, Ultimate Table Tennis, etc.

I also led marketing for BCCI and India Cricket, ICC world cup properties including the ODI world cup and T20 world cup as well as the Champions League T20. I now head Global Marketing for an iconic brand Royal Enfield.

In this journey, I have been privileged to work on categories that are deeply engaging, create impact through tangible and intangible means and develop a rich narrative through co-opting of consumers, community, influencers and the larger world of media. I have been an owner of the consumer voice across different sectors and I have discharged my duties as brand custodian in a manner that grows the business and category.

Lastly, I have worked on large scale digital transformation and built teams with diverse skill sets and domain expertise.

Q. What is the best thing you feel about Royal Enfield as an iconic Brand?

Royal Enfield is the world’s oldest continuously manufactured motorcycle brand since 1901. In its 120 years of existence, it has created a rightful position as a leader in pure motorcycling and is positioned as a global leader in the mid segment space.

It is also a brand that is inclusive and sees itself as an ally to a vast community of riders and riding enthusiasts. Its heritage includes a deep association with the defence services and its brand stands for authenticity, resilience and the power of experience.

Q. What are the 3 most important ingredients to build an iconic Brand?

An iconic brand shapes its category through leadership and strongly owns unique and differentiated positioning in the minds of consumers. Iconic brands own and evangelize an ideology. The 3 most important ingredients therefore are - unique differentiation, authenticity and consistency.

Q. What are the biggest professional challenges you faced and how did you overcome them?

My career as a marketer has evolved in the new millennium and it has seen the growth and center staging of digital as a means to build and grow brands. The challenges that I have successfully encountered include managing brands and categories in a time of transition, leading habit change amongst consumers and in society and transitioning legacy oriented marketing into the new era of social and digital marketing. I have done this by remaining consumer focused and obsessively caring for consumers' experience and providing value.

Shubhranshu Singh

Mr. Shubhranshu Singh Global Head - Marketing At Royal Enfield view linkedin profile

Q. If you must give some life advice, what would you suggest to your 20 years old self?

I would urge my 20 year old self to be even more curious about the trends that shape our society, culture and consumer habits. I would counsel myself to focus more and more on the context of each business, category, market. Lastly, I would focus even more on developing the people in my team and learn, unlearn and relearn along with them.

Q. In today's world we observe a tilt towards digital media comparative to traditional Media, Do you think Brand Marketing will switch to All Digital Mode?

This is an often asked question and my simple answer is that marketing must evolve in the direction of consumer evolution. Ideally, it should lead to consumer evolution. Therefore, since access to the internet and participation in social media is becoming near universal, naturally, brand building has to also develop along those lines. Therefore it is not marketing that is going digital, rather consumer lives are becoming more and more digitally driven. This is the fundamental fact and the rest is only detailing.

Q. What are the biggest mistake/s a marketing manager who is at the start of her/his career, should avoid?

A young marketer should avoid looking at the real world through a theoretical lens. She/he should always rely on common sense and self observation to fine tune their marketing actions. The commonly observed mistakes among marketers are a loss of focus on the consumer, insufficient decoding of jargon and inadequate focus on innovation that adds value to the consumer.

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