1. Debal Dutt
Work Experience
Over the last two decades of work experience, I have worked 11 years in advertising and 10 years in
brand and marketing in the banking sector. The two decade experience has given me the optics to look at
issues from a holistic point of view that encompasses solutions in media, marketing & communication
strategy, sponsorships, trade body associations, social media activation programmes, thought leadership
ideas, internal communication, stakeholder engagement, franchise investment plans & ROMI.
May 1, 2015 – Till date
Head, Thought Leadership & CEO Platforms, India & South Asia
This portfolio entailed working closely with the top management and other internal stakeholders to identify
areas where the bank’s strategic intent could be translated into on-ground marketing programmes. For
2015, the areas identified were: increase brand awareness levels, build client stickiness, build
relationships with stakeholders and increase the use of social media. Some of these got reflected in the
below:
 The Economist India Summit – is our signature sponsorship and is also a platform for the Indian
Govt representatives to lay out the road map of the govt to the attendees who are from the
corporate world, regulators, thought leaders, civil society representatives’ etc. Apart from handling
this platform, for the first time we activated it on social media – created The SCInsiders. This
campaign worked in 3 stages – pre event, during event and post event. The success parameters
were encouraging - our hashtag #SCInsiders saw more than 30 million + impressions / we
reached out to more than 2.8 million people with our coverage / more than 2700+ tweets as part
of the #SCInsiders with 600+ contributors to the conversations/ To top it all – our hashtag was
one of the most popular ones during the day. We were trending on September 9th
(the day of the
Summit)/ we got an average engagement rate of 9% for the SC Insider activity which is 9 times
higher than the average Facebook Engagement rate for brands
 The Forbes CEO Dialogues – Conceptualised and implemented this unique platform for the CEO
to interact with industry leaders (clients) to discuss issues related to the economy. Th first season
culminated in collating a white paper which was presented to the Govt of India. For 2015 will take
it to the next level by incorporating 2 large format platforms to it: present at business school (IIM
Bangalore) for a round table and a roundtable with our CEO and Ministers from the Govt of India
and policy makers to discuss the India Budget for 2016/17.
 APIC India Capital Markets Summit, Hong Kong (Sept 2015) – the bank hosted the first ever
road-show of the Finance Minister of India, Arun Jaitley to HK. Negotiated with the organisers an
exclusive private breakfast meeting of the FM with our top CIB clients on the sidelines of the
event. Apart from this meeting, worked closely with the businesses and the HK CEO’s office and
HK CA, to get our top asset management clients for private breakfast and lunch on the day of the
Summit.
 The Brookings Institute, India – we are the Founder Circle members of this body. WIP on India-
Africa Trade corridor piece.
 The Standard Chartered Mumbai Marathon – have been handling this since 2010 and looking at
its activation, social media, traditional media, stakeholder engagement etc

2. Standard Chartered Bank – Head, Brand & Marketing – Corporate & Institutional (CIB), Private
Bank (PvB) and Commercial Bank (CC) client segments, India & South Asia
(August 15, 2014 – May 1, 2015)
• Worked with business to identify their priorities and thereafter create the annual B&M plans for all
three segments
• For Corporate and Institutional Banking segment: :
 Worked on the brand and marketing strategy for the segment along with the business
heads
 Launched the refreshed Here for good campaign nationally and widely on the digital
medium
 Worked two broad fronts: maintain and engage client relationships through money
client buy client experiences AND showcase the bank as a thought leader and
advisor to clients
 Handled the first The Economist Growth Crossings platform in Mumbai working
closely with the Group B&M team
 Worked on plans to implement the Global Research Briefing sessions for clients
• For Commercial Clients segment:
 Implemented several ETB and NTB events for CC. Worked on a sector analysis with
the business (identify sectors that we, as CC, were strong in) and ensured our NTB
efforts worked specifically on those sectors.
 Worked closely with the trade bodies to look at sector-wise events in Tier II markets
 Knowledge Sessions – Prospects and ETB dinner combined with Trade & FX product
presentations to help cross-sell TB products
 Worked on seeding the relationship for the E&Y Entrepreneur Awards 2015 working
with the Group B&M Team
• For Private Bank segment:
 The objective was maintain and engage client relationships through money client buy
client experiences AND showcases the bank as a thought leader and advisor to
clients.
 Worked on the life space of the PvB client and identify personalised services for them
 Launched the new Private Banking campaign for the business
 PvB women centric programme - Get the top 20 women clients and organise an ultra
exclusive offsite with guest speakers and entertainment
 Worked on the Gennext strategy for Private Bank clients
 Access Programmes – work with third party service providers like Luxury Hues to get
invites to high-profile non bank events for select clientele
 Worked on city centric events based on feedback from the Conversations Study
 Wimbledon, IPL Cricket hospitality

3. Standard Chartered Bank – Head, Brand Management – India & South Asia
(July 2010 till August 1, 2014)
Being the Head for Brand Management entails working and creating the following:
Online platforms and social media
 Have taken the online channel for the Brand and Sponsorship portfolio to another level of activity
having structured and topical campaigns online
 Work on consumer insights to sharpen the digital focus of the portfolio
 Focus on online – 18% of total spends online, compared to 6% in 2013/14
 Worked on the strategy of engaging, not broadcasting. Therefore work on consumer insights, not
campaigns
 Worked on several online campaigns to deliver consistent results:
1. India’s first Instagram hoarding on Marince drive was done in for the 2013 Mumbai
Marathon
2. The Liverpool Football Club “Road to Anfield” contest: The first blogging contest on
FB page/ 510 entries/7332 votes/14000 visits/11000 unique visits
3. Contest on IPL 2013 & KKR: Winners got tickets to watch IPL matches/ 1614
entries/13000 fans added to our FB page
4. The First Push campaign on the Mumbai Marathon: 1053 entries/10,057 'page
likes/daily reach 4.2 mln
5. The Good Deed Marathon – Judged one of the best online campaigns of 2013
• YouTube : Number of views of our videos – 28484 / No of hours of
GDM content viewed – 316.36 hrs
• Twitter : Good deeds in 15 days – 5157 / Total contributors – 899 / Total
reach – 2.21 mln Total impressions - 21.15 million
• Facebook : Registration in 3 weeks - 3007 / New page likes during
campaign period – 40454
• Sum of Facebook daily impressions of GDM content – 20, 04,
207( during the campaign period)
• Sum of Facebook daily unique reach – 12, 13, 451
6. Give existing sponsorships (ET Awards, LitFest, Golf Tournament and other
sponsorship platforms) a face on the online space and therefore help create the
brand aura
7. Worked with the business heads to do a deep dive in the customer segment so as to
come up with tailor made programmes based on client insight
8. Work on customer insights and research - ensured that all campaigns – offline and
online – started with a deep understanding of consumer insights and then build
upwards. For the first time (in 2010) started the Repucomm Study on SCMM to
measure effectiveness of the sponsorship property
9. The ET Awards for Corporate Excellence - Build on this marquee event by creating
engagement platforms for the bank online and offline

4. 10. Built on the Standard Chartered Mumbai Marathon and make it a platform for
stakeholder engagement and employee activation. Maintain high awareness scores
for the marathon.
11. Was part of the core committee on Project Run – a team that worked on brand
synergies for the marathons that the bank sponsors in 10 countries
12. Worked on the Asia Cup campaign for 2012 with clutter breaking creatives and
worked with the entire South Asia region to launch a marketing blitzkrieg to activate
the sponsorship
13. Worked on partnering with large format strategic sponsorship to profile the bank and
in the process provide engagement platforms for clients for these platforms. Ensure
that the credo of “money can’t buy experiences” is delivered
14. Launched and made the Standard Chartered South Asia Golf Tournament - the most
sought after golf tournament of corporate India. Ensured the stakeholder experience
is enhanced with each edition of the tournament across the 4 countries and track
client conversions over a period of 6 months. Created the Standard Chartered South
Asia Golf Tournament Lookbook to ensure consistent branding across the South Asia
region for all golf tournaments
15. Governance - Lead the erstwhile Brand Council meetings to ensure pan-bank
coordination in terms of brand synergies
16. Regional role - Worked closely with the South Asia region to work on their
sponsorships to ensure ROMI and effectiveness through campaigns and sharing of
best practices
17. Media - Built on the 2013 media plan to create an India centric one that ensures
creating long term assets for the Here for good campaign. Introduced the Affinity
Index model for media planning. Started the niche channel strategy for the Here for
good campaign in 2010 and that model has continued over the last 4 years
18. Brand Metrics have been consistently high - 2104 ended with Brand consideration
seeing a significant increase to 44% from 37% overall. This is the highest we have
seen since October 2013 – well above the global average
19. Hosted the first ever Brand and Sponsorship workshop for India & s. Asia with the
team from Group Sponsorships coming down for it
Citibank Mumbai – Global Consumer Group – Vice President and Head Marketing
Domestic Retail Bank (2008 July 1, 2008 – till Feb 1, 2010)
Headed the Retail Bank India Marketing functions reporting to the Director- Marketing and Products South
Asia Cluster.
The profile involved interacting and working with the product teams to find out marketing solutions to
current and new products.
Creating effective communication for the entire Assets and Liabilities portfolio of the Retail Bank and use
data analytics to arrive at marketing solutions.

5. Citi Mumbai – Vice President – Corporate Bank – Marketing & Sponsorships
(June 1, 2006 – June 30, 2008)
Looked after the marketing function of the Corporate & Investment Bank for al relevant business verticals
Looked after events, sponsorships, advertising and media for the franchise as well as the 4 business
verticals: GTS, FICC, Corporate Banking and Commercial Banking
• Worked on the Citi Franchise Investments Plan – a multipronged approach to align the bank with
its various stakeholders: community, media, talent, industry associations and government and
regulators
• Gave the Corporate and Investment bank a marketing focus: create a complete marketing plan
for the Corporate Bank with a mix of events, sponsorships, advertising and other channels
• Re-look at the current properties of the Investment Bank at a franchise level and try and improve
the effectiveness of these properties
• Create new franchise level properties that would address stakeholder issues
• Make the events and sponsorships of the business verticals more effective
• Effective use of Internal communication and liaison with HR on key initiatives
:
• Created the ET Citi Grand Master B-School quiz to address the B-School stakeholders and to
make Citi a favoured company amongst the student community
• Took Citi Micro Entrepreneur Awards to a new level in terms of brand awareness amongst our
stakeholders
• Launch the One Citi campaign through various activities for the Investment Bank
• Create new sponsorship property focussing on music: Citi Chief Patron to The Symphony
Orchestra of India
• Introduce a system of evaluating client events and sponsorships
• Introduce for the first time media properties for the business verticals: the CNBC property that
was developed on Cross Border M&A’s for the Commercial Banking Group and the Sector Scan
program for the Corporate Banking Group. This was done post understanding the positioning that
was available in the marketplace for these sections of the bank and then owning media properties
that would reinforce this positioning.

6. VST Industries, Hyderabad
VST Industries is the second largest Tobacco Company in India with a turnover of Rs.800 crores. Brands
being Charminar and Charms. Was the National Brand Manager for Charms.
My work profile included:
• Marketing & media strategies for the brand
• Interacting with advertising and media agencies and working on the new campaigns
• New geography expansion plans
• Retail distribution
• Planning for new projects for market expansion – 68mm cigarettes, flavoured cigarette
• Production and shipment planning, intensive market visits (15 days a month)
• Consumer Learning Insight Process (CLIP) – an innovative study on Consumer Insights for the
FMCG sector – stayed in the slums with the TG for 3 days to understand their consumption
pattern for FMCG and the impact of packaging size on consumption and brand association
• Data analysis of sales and trend analysis
• Production planning based on demand
• Qualitative and quantitative research
JWT, Chennai (2005 Jan-2006 June)
One of the 3 profit centre heads of the Chennai office. Looked after strategic planning and client servicing
on the businesses handled : Parryware, Parry Sugar, Lifestyle, H&M, Parry Travels
Rediffusion, Bangalore & Delhi (2003-2005)
Was the Head of Client Servicing & Account Planning and was responsible for functioning of the branch –
administration, finance, client relationships, new business etc. Was responsible for the United Breweries
business - portfolio of signature, Bagpiper, Romanov etc. worked extensively on tv campaigns and dark
market merchandising and sponsorship ideas.
In Delhi was looking at the Head - Non Airtel business and worked on brands like PVR, Amway, Radio
City, DS Group etc
Contract Advertising, Bangalore (2000-2002)
• Launch, distribution and marketing plan was formulated and implemented for Himalaya Pure
Herbs – India’s first and largest company in ayurveda
• The entire retail strategy and promotion plan was also formulated for their product base. The
process included, for Chywanprash, contacting schools and making the product an integral part of
the daily diet for kids.
• Ganjam – marketing and communication for this high end jewellery brand in South India – also
known as the Cartier of India.
• Apart from that handled new business and other clients

7. Lintas, Kolkata (1996-2000)
• Launch advertising for the new India Kings campaign in 1996
• Project on of special merchandising for duty-free shops in major airports of the world
• Prepared the strategy note and the entire implementation programme for the direct marketing
exercise for India Kings. The Direct Marketing programme was the first integrated plan for an ITC
brand.
• Preparation of the new brand plans and theme campaigns
• Worked on non-conventional forms of advertising as a proactive step to countermand a dark
market scenario
• Was a Member of the Brand Strategic Group that formulated plans for India Kings in the
Millennium
• Formulating the strategy (communication and promotion) for the launch of Classic Ultra Milds
making Classic the only Indian brand with a full range
• Strategising and implementing Classic HORECA promotions.(Hotels Restaurants Cafeterias)
• Have worked on trial inducing schemes in various forms of outlets for the brand targeted at the
YAUS (Young Adult Urban Smoker)
• Merchandising manual and model shops
JWT Kolkata (1994-1996)
• Launched Scissors Standard in the rural markets – India’s first non filter ‘bingo’ cigarette
• Launched Scissors Menthol’
• Pack modernisation of the Scissors Plains pack-one of the largest pack change exercises in the
country as it involved de stocking for over 200000 retailers in the South.
• Scissors Cup, India’s highest prize money football tournament on the communication strategy
and designs for the event
• Launch of Pepsi 300 ml in Calcutta city and the launch of Pepsi 500 ml and 1 litre along with
trade schemes

8. Workshops attended:
• Standard Chartered - Rethinking Leadership – 2013
• Standard Chartered Brand Workshop – Singapore 2012
• ITC Ltd/British American Tobacco - The Luxury Strategy – workshop by Kapferer
• VST Industries - Millward Brown workshop on “Where Qualitative research marries Quantitative”
• VST Industries – CLIP – Consumer Learning Insight Process (On ground consumer house stay
research)
• VST Industries – Annual Market Research Seminar by Market Research Society of India
• Trends in Organisational Communication and Internal Engagement
• Creating the Brand DNA – Workshop by JWT Singapore
REFERENCES
On request

9. ANNEXURE
Project Details in Trade Body interactions: Standard Chartered Bank
Trade Bodies and Industry Relations
SPOC for trades bodies FICCI and CII and therefore deliver the following:
• Started creating the GRRP for the industry bodies segment and presented the decks to CEO and
other senior management attendees
• Bi-monthly meeting with the trade bodies to get the first mover advantage to evaluate the
sponsorship opportunities available
• Created a client networking event on the sidelines of the ADB Governors Meet in May 2013
• Implement one trade corridor visit with FICCI to Taiwan based on the Bureau of Foreign Trade
agreement (BOFTA) with the country
• Organise bank’s speakers for select trade and groups/bodies and therefore drive deeper
engagement with the government
• Be a part of high level government delegations
• Use engagement platforms to further build on the bank’s trade corridor capabilities
Financial Planning
20. Implement the values of the bank in word and spirit, especially in financial control and
expenses
21. Ensure fiscal prudence across all projects
22. Work in tandem with Global Sourcing (procurement) on all contracts and expenditure
23. Ensure all paperwork is in place for all sponsorships
24. Monthly finance meetings with Finance and CEO's office
25. Worked on the Brand and Sponsorship audit document'
Project Details: Citibank India
Campaigns
• Help business to achieve the sales targets and improve balance sheet performance
• Worked on the strategy with the team on aligning product strategy to market segments
• Work with all Product and Business Heads to identify market opportunities in the respective

10. product areas and customer segments
• Create the India Marketing plans for Retail Bank
• Create new marketing and innovative solutions across the product categories
• Implement multi-million dollar marketing plans
• Liaise with creative, media agencies and research agencies
• Interact with the Asia Pacific region on promulgating the Iconic Brand status of Citi
Work Process control with agency – implementation of Zero Defect Plan
• Initiated an in depth study on the Debit market in India to increase penetration levels – ONUS and
OFFUS ATM strategy
• Initiated a U&A on the premium segment
• Acquisition program across 100 corporates with split mandate to acquire more accounts with 600
events
• Plans to improve Mortgages and PL books through zero channel cost marketing
• Product Continuum – Part of the task that worked on redefining our product suite based on a new
strategy
• Consistent Brand Expressions – an entire exercise spearheaded personally to ensure consistent
brand expressions are maintained at all consumer touch points – branches, ATMs and
communication
Launched the following:
• Protect & Grow – an innovative product in the segment. The successful campaign is now a case
study for other Citi countries in the Asia Pac region
• Money Multiplier – a CA product
• Extensive internal deposit mobilisation program – one of the largest ever executed
• Citi World Golfers’ Championship – a pan India amateur tournament for Citigold Clients
• Various promotions in the Suvidha and Debit card portfolio area
• Citigold Global Banking campaign in India and tracking lead generation across sales units
throughout the country
• ATM Strategy – Create a new ATM communication strategy for Onus and Offus
• Exclusive CRM program for the premium segment of Citigold and Citigold Select
• CDM program for Suvidha to increase brand stickiness amongst current corporate clients
• Re-launched Affluent Product Offering - Citibank India’s biggest re-launch exercise. Worked with

11. consulting firms to arrive at the consumer space that this product will occupy. Part of the 20
member cross functional work force working towards this prelaunch
• New product in the Mortgage space – worked on the research design, positioning and creative for
the product
• MGM Internal Programs for Assets and Liabilities business to drive referral programmes