Rupin Jayal
Managing Partner @Beneffect Consulting
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WORK HISTORY
Managing Partner @Beneffect Consulting
New Delhi, IN
Non-branded companies typically earn gross margins of 3-8% and are constantly at risk of being undercut by cheaper rivals. Branded firms enjoy fatter margins (15% or more) and more loyal customers.(Economist 4th August, 2012)\\\\n\\\\nBrands and the businesses that they represent are symbiotically and inextricably connected. Businesses without a strong brand to distinguish them, are commodities. And brands without a strong business to back them are just names.\\\\n\\\\nOur core promise is to Make Your Brand Work Harder for Your Business.\\\\n\\\\nCapabilities:\\\\n* Branding - structure, strategy and advisory: mentoring and monitoring\\\\n* Market research - design, briefing, evaluation, adoption\\\\n* Digital strategy\\\\n* Identity design and development\\\\n* Internal brand mentorship - comprehension and conviction\\\\n\\\\nMandates:\\\\n* Strategic brand advisory services for the Bill & Melinda Gates Foundation\\\\n* Brand structuring and strategy for People Matters - India\'s foremost platform for people and work\\\\n* Brand structuring and strategy for Klay Preschools and Daycare\\\\n* Brand structuring and strategy for a new mobile phone brand\\\\n* Strategy workshop for Tropicana\\\\n* Brand and marketing consulting for India’s premier luxury brand - Tahiliani Design\\\\n* Brand and marketing consulting, CMO for Spectranet - internet services\\\\n* Brand and marketing consulting for Agranté - real estate\\\\n* Brand structuring for four liquor brands from Modi Illva including The Rockford Reserve Whisky, Rockford Classic Whisky, Hawkston whisky and Artic Vodka\\\\n* Internal Advocacy Program for Godfrey Phillips India\\\\n* Brand strategy for SBI Cards\\\\n* Created a hospitality and experience brand designed entirely around the concept of “curiosity” - Iredus\\\\n* Marketing and engagement design for Reiz - LED lighting\\\\n* Brand positioning and marketing consulting for ipsaa Day Care\\\\n* Brand strategy for a leading interior design-scapes company \\\\n \\\\n\\\\n \\\\n \\\\n\\\\n \\\\n
ABOUT RUPIN JAYAL
Starting in 1986, I spent the first two and a half years selling motorcycles for Escorts Ltd. and was a member of the team that developed the first national corporate employee automotive loan program in collaboration with Citibank. I started my career in advertising, in account management, in 1988 with TSA (McCann Erickson). Since then I have worked in most of the premier Indian Advertising agencies such as Contract (part of the JWT worldwide network), Lintas (now Lowe), Everest, Rediffusion Dentsu Young & Rubicam, JWT and M&C Saatchi. I have experience across a variety of categories and brands and have honed my skills through various training programs both in India and abroad. My experience spans snack foods, instant coffee, mobile phones, hospitality, automotive two-wheelers, automobiles, personal care products, watches, credit cards, home appliances, automotive lubricants, tyres, airlines, footwear, hospitality, cigarettes, confectionery, portable generators and telecom. Some of the brands worked on include Lays, Kurkure, Cheetos, Nescafe, Ford, Hero Honda (Hero Motocorp), SBI Cards, Yakult, Tropicana, Optiemus, Modi Illva brands: Rockford Reserve, Rockford Classic whisky, Hawkston whisky and Artic vodka, Gillette, Hyatt, The Lalit, Red & White (cigarettes), Whirlpool, Shell, Braun, Telstra, ESPN, Maruti Udyog, Apollo Tyres, Bridgestone, VLCC (slimming and beauty), ITC hotels, ITC cigarette brands, Timex and Jet Airways. My paper entitled “Mythable Functionality” was awarded an WPP Atticus Award in 2001. And I have also been featured in CNBC TV18\'s well-known \"Young Turks\" program. I was until 2005, the Vice President and Head of Planning – Delhi (with responsibility for Chennai and Kolkata), at JWT and from 2005 - 11, National Strategic Planning Director for M&C Saatchi, India. I am currently the founding Partner of Beneffect Consulting a business and brand consultancy. Specialties: Brand strategy
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