A successful product has a deep-rooted story behind its inception. Apart from offering great value to the customers, a good product always needs to be heard. Companies conduct marketing campaigns to understand the demands and expectations of the customers. And for that they always require experts to navigate the project successfully. Voicing the right vision of a product requires expertise. Business Outreach Magazine, being a diverse community of leaders and industry professionals embrace the true purpose of growth. It takes years of craftsmanship for a professional to understand the perspective of a consumer market.

Unnikrishnan Balachandran

A Brief History-

Unnikrishnan Balachandran is a renowned branding and advertising specialist. He has been evolving in the industry since 2004 when he started as an intern. This was his first exposure to the professional landscape. Unnikrishnan’s dedication towards his professional goals expresses great compassion. He believes his job was not just about promoting a product to customers, but understanding the current trends of the market. 

Unnikrishnan Balachandran studied Bachelors in Business Administration (2005) from MAHE University (Now Manipal University) and earned his Masters in international business (2007) from CUSAT (Cochin University of Science and Technology). He also completed PG certification in Marketing and Brand Management program from MICA (Mudra Institute of Communication, Ahmedabad). 

Struggles and Success Stories-

A true admirer of progress like Unnikrishnan appreciates technology and how he is upskilling with the growth of Artificial Intelligence. He says that pure value shall always dominate the market and professionals need to understand the scalability that comes with it. Unnikrishnan is a remarkable advocate of market research and studying the behavior patterns of customers. Brands become successful as they listen to their customers and shape their business model in this fast-paced economy. Unnikrishnan has worked with reputed clients in the regional, national and international domain. 

Some of the major brands would be Mathrubhumi, Federal Bank, The Week, Club FM, Malabar Gold, Lulu Mall, Star Health Insurance and Apollo Hospital. While working with Star Health Insurance, Unnikrishnan and his team were looking to reduce the cost per lead. They researched on patterns and ideated a communication structure which raised the interest of the customers. 

Key Takeaways-

With seamless communication content, Unnikrishnan’s leadership helped the company witness a reduced CPL cost from Rs. 260 to Rs. 98 in just 9 months. The method of effective communication while working on such valued projects tailored optimist growth for Unnikrishnan. 

With resilience and proactive efforts, Unnikrishnan Balachandran earned several awards like Nation-wide Awards under 40–2022, Indian Achiever’s Award 2021-22 and Global Choice Award 2022- Most Dedicated Brand Professional of the Year. He says the next phase of advertising is adaptive communication which defines agile methods tailored to keep in pace with the changing technology and ever-rising new media. His perspective on success says, “Life is too short to learn everything from your own mistakes.”