afaqs!

Alpana Parida appointed president, DMA

By afaqs! news bureau , afaqs!, New Delhi | In Marketing | December 09, 2009
Parida has an extensive experience in retail and marketing communications in the US and in India

Future Brands has appointed Alpana Parida as president, DMA. Earlier, Parida was head, marketing and merchandising, Tanishq (the jewellery division of Titan Industries).

Parida is all set with innovative plans and strategies to take the organisation to new heights.

& #BANNER1 & #"I am excited to be a part of the agency and look forward to use our creative skills constructively to provide branding solutions to our clients, thereby increasing their business," says Parida.

A management graduate from IIM Ahmedabad, Parida has worked for more than 20 years and has an extensive experience in retail and marketing communications in the US and in India. She has been associated with agencies and brands such as Rediffusion and Titan, respectively.

"It was really fulfilling working with Tanishq. However, for personal reasons, I needed to relocate to Mumbai and eventually, I came across the offer from DMA, which appeared really interesting," elaborates Parida.

DMA focuses on holistic brand solutions that encompass packaging, retail solutions and other forms of communication leading to success at the purchase moment. It has clients such as Dabur, HUL, Air India, Unilever, Godrej, Marico, ITC, Amul, GlaxoSmithKline, Diageo, and United Breweries in its roster.

Speaking to afaqs! about her immediate goals and objectives, Parida says, "My long term responsibility will be to fuel explosive growth for the firm. As of now, I have informed people internally that I will be their toughest client."

According to Parida, most of the agencies end up telling stories in the form of advertisements, which doesn't really help in customer conversion. Advertising, she says, is beyond mere aesthetics.

"It is an all round branding procedure, which includes elaborate packaging, innovative retail solutions and e-solutions which actually cause consumer conversion and raise the sales figures," adds Parida.