By Akanksha Srivastava

With over 24 years of experience in the alcobev industry, Ishwinder Singh, General Manager of Marketing at Pernod Ricard India, revealed to BestMediaInfo.com that while consumer insights, creativity, and consistency have long been the cornerstones of his marketing career, he now emphasised the importance of conviviality and collaborations as new additions to the marketing playbook.

In literal terms, conviviality means ‘sociability and friendliness’. Having said that, Singh explained the thought behind the growing usage of it in marketing and said, “There is a growing trend of micro spaces and smaller events. We are seeing a rise in post work events. People are increasingly meeting each other post office hours. Social consumption has gone up. People don’t have to be in the same city to stay in touch.”

Elaborating on the significance of collaboration, Singh remarked, "There's a saying that suggests you are the sum of the five people you surround yourself with. By surrounding yourself with exceptional talent—individuals who challenge and inspire you with new thoughts and ideas—a company can thrive. The success of our brand is greatly attributed to the exceptional talent within our organisation. Empowering a small group of individuals with the right skills and mindset can lead them to challenge the status quo and achieve success in ways previously unimagined."

Banking on the insights of collaboration and conviviality along with music as the consumer passion point, Royal Stag Packaged Drinking Water returned with the season 2 of its music property–Royal Stag BoomBox. It’s a musical festival where the best-loved melodies of Bollywood meet the pulsating beats of hip-hop.

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