“Brands cannot merely be products marketers want to sell. They have to be story-worlds that human beings want to inhabit and bring to life"

Lipika has been engaged with brands and consumers since 2002, after completing her Masters in Management Studies (Marketing). Through her first job at Ogilvy, having learnt the ropes of brand strategy at McCann and her time in the Future Brands consulting team, Lipika has experience over multiple categories and consumer constituencies. Tanishq, GSK, Fastrack, Britannia, Titan, Pepsi are some key projects she has worked on. She has also worked on assignments for the Future Group on some of their retail initiatives and a brand definition project for Big Bazaar. Finding unlikely connections between people, cultures and brands is what she enjoys most. Lipika loves books, music, food, yoga and mornings.

lipika.kumaran@futurebrands.co.in