Leaders

In the realm of advertising agencies, women have been steadily breaking barriers and reshaping the industry landscape. Over the years, they have played pivotal roles in crafting innovative cam­paigns, formulating cutting-edge strategies, and driving creative excellence. Among these accomplished profes­sionals stands Somdatta Acharyya, a trailblazer who ex­emplifies the spirit of excellence in the field.

Her journey is marked by a relentless commitment to learning, a passion for creative excellence, and a stead­fast dedication to her clients' success. As the founder of Think Tag Advertising, Somdatta has not only shattered glass ceilings but also established herself as a vision­ary leader, empowering brands to thrive and reach new heights. Her remarkable career and her commitment to innovation continue to inspire women in the advertising industry and beyond.

In an insightful dialogue with Women Entrepreneur magazine, Somdatta unfolds the compelling nuances of her entrepreneurial journey, marked as influential in the national sphere. Here's an excerpt from an intriguing conversation.

Tell us about Think Tag Advertising and the underlying idea behind the venture and its key areas of specialization?

The essence of Think Tag Advertising unequivocally centers around our pivotal role in delivering creative ser­vices with a strong foundation of brand understanding and consumer insights. For instance, when we bring a brand on board, we're involved from the initial stages of naming the brand, shaping its positioning, and, when necessary, undertaking re-branding endeavors.

Subsequently, we delve into defining the communi­cation platform and devising strategies to connect with the target audience effectively. This encompasses ev­erything from creating content for digital platforms to designing for print and outdoor media. We also navigate the expansive digital realm, ensuring that digital cat­alogs, brochures, and the like maintain the brand's dis­tinctive look and feel while staying true to its ethos.

In your opinion what are some of the most critical challenges you encounter as a branding expert? What steps do you undertake to overcome these roadblocks?

In today's business landscape, the relentless pace of change brings forth a torrent of trends and shifting mar­ket dynamics. What makes this endeavor even more cru­cial is the changing consumer behavior, traditional TV viewership dwindles as people shift to ad-free platforms like OTT. With our attention span increasingly divided by endless scrolling on our phones, capturing even a fleet­ing moment of a customer's mind space has become a monumental task.

Striking the right balance between innovation and brand alignment is crucial. It's a reminder to stay ground­ed, preserving the foundational principles of marketing and branding while boldly embracing the new technolo­gies and approaches that the future holds.

How do you foresee technology trends such as AI impact the Indian branding & advertising space? How do you align Think Tag Advertising with such market headwinds?

In the ever-changing landscape of technology, there ex­ists a perpetual balance of advantages and drawbacks, with resistance as a constant undertone. Yet, I strive to embrace this evolving reality rather than opposing it, recognizing the need to adapt and improve continually.

Even within the realm of artificial intelligence, there are profound lessons to absorb, and so I've initiated Chat GPT training programs for my team, including copywrit­ers and client servicing, alongside my personal commit­ment to learning. We understand that with every passing five years, we grow a generation older, emphasizing the necessity of acquiring and utilizing new tools through training.

What are some of the professional milestones that you have achieved throughout your journey?

Launching a brand that has now earned its place among the top 100 in the pharmaceutical industry is an accom­plishment that holds special significance for me, from a personal career point of view.

At Think Tag Advertising, we win when the client wins and therefore we take pride in having contribut­ed towards several successful brand launches or even events, and more. The way I measure success is that we the fact that 80 percent of our clients choose to continue working with us speaks volumes about the quality of our work and the high level of service we provide.

It has been quite a journey, evolving from a one-per­son endeavor into a close-knit team of 20 professionals, who feel high ownership towards the company with a culture of inclusivity and great work-life balance.

What has been your success mantra as a business leader?

One of the most valuable lessons life has taught me is the significance of maintaining an open mind and the will­ingness to listen. I firmly believe that every encounter holds an opportunity for learning. It's a philosophy I've embraced from early on in my journey. In our rapidly changing world, staying relevant is essential, and that requires a commitment to lifelong learning. Recently, I had the privilege of attending a session by Philip Kot­ler, the esteemed father of marketing, who left us with a powerful message: 'In five years, if you're in the same business, you'll be out of business'. This lays emphasis on the importance of continuous learning as a key ingre­dient in our journey to success.

Somdatta Banerjee Acharyya, Founder & CEO, Think Tag Advertising

Somdatta Banerjee Acharyya holds a BSc in Chemistry from St. Xavier's College, Mumbai, and an MBA in Marketing from Symbiosis Center for Management and HRD (SCMHRD). She began her career in the pharmaceutical industry, later, she transitioned to brand management and marketing roles, working with renowned companies. Her journey led her to explore brand consulting and launch an advertising agency - Think Tag Advertising in 2011, along with another professional, Anisha Bonsor, where she combines her strategic expertise with creative services to help businesses thrive.