Marketing to be a keystone for Brightstar in 2018 to bind business growth with equity

Sameer Misra
General Manager - Marketing & Corporate Communication– Brightstar India

In 2017 Beetel Tele Tech became Brightstar Telecommunications India Ltd and a new era began for us. One key challenge was to reconcile local businesses with global standards and cross-segment brand consistency.  The challenge in front of us was not to lose the goodwill built in years but at the same time start creating a brand equity in the market for Brightstar India. By far we have seen success with the support that we got from industry be it new OEMs joining hands with us or the publications covering our story across channels. What’s critical for a company is how is one defining the growth. It was an inflection point for us as we decided to adopt the new strategy from being a traditional distribution and manufacturing company to a product and service providing entity. In 2017 the task was unique, numbers were important but it was also important to expand laterally by extending into new business lines. All our marketing efforts were focussed on staying relevant with the audiences at all points in time. As marketing function our focus is to play a critical role in developing data-management tools and processes that help business verticals to maintain a consistent brand image and to support it despite growing complexity. New business opportunities were created by entering in to Security & Surveillance, Virtual Desktop Infrastructure, Firewalls, Cloud platforms (Contact Centre, Video Conferencing, Security – as a Service) Device protection, Buy Back & Trade In etc. So, 2018 is going to be quiet action packed for us here in Brightstar India.