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9th Lecture Series – Mr. Ashish Tiwari, Head of Digital Marketing & PR, Hero Cycles

The Institute of Management, Nirma University, hosted Mr. Ashish Tiwari for the 9th Lecture Series on the 14th of December, 2018. Mr. Tiwari is the Head of Digital Marketing & Public Relations at Hero Cycles. He spoke on the topic “If I live tomorrow, what will it look like?”, starting by talking on the point “Tomorrow of today”.
With a presence in 89 nations, Hero supplies to companies like Harley Davidson and Ferrari. With a presence in B2B and B2C automobile segments, he emphasized upon the importance of proper digital marketing. For good digital marketing, it is important to see a pattern before a change comes into action.

Even though it is generally assumed that science is about invention, Mr. Tiwari feels differently. He said that scientists improvise and don’t invent, which is why it is important to understand what we have today to build tomorrow. He said “No one is less ready for tomorrow than the one who holds the most rigid beliefs about it”.

According to Mr. Tiwari, an MBA gives you tasters of every field. MBA is and art and science put together so that you can zoom in and out whenever required. This is not much unlike when we go to restaurants, we order starters till we decide what to really order.

Mr. Tiwari talked upon a few key points, like how we only perform metamorphosis of things that already exist. The new reality is that brands are not just products; they are experiences. We talk about the experience we gain from the product, not the product itself. “Brands must zero in on the needs, values and aspirations of new generation”, he said.

About the shift from the sharing economy to on-demand economy, the consumer expects everything NOW. Earlier, cab bookings took time as one had to call or go to the agent. Now, we have Uber and Ola, not much unlike pizza delivery. Time between realisation of consumption to the actual consumption has reduced. This is what is meant by ‘on demand’ economy, we want to get and know everything, and you want it now, which is transparency. Mr. Tiwari said that this is why Domino’s outlets and Subway outlets have a front side kitchen to build customer trust.

To an MBA student, the most important learning is to be observant. Mr. Tiwari continued his talk on other points of digital overdose, relevance of technology, digital transformation empathy by experimentation, consumerization of work, the need for radical transparency, and many more. All in all, it was a good lesson to the students in how an industry professional stays in touch with the ground reality, and what he wants the students to learn before they start working in the corporate world.

This article is contributed by Omkar Katdare–

Media and PR Committee, IMNU

Picture Courtesy: Pratikriti- The Photography Club

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