Purab Bhatt

Purab Bhatt is Head of Marketing at Lals Group, where he leads brand, digital, CRM, PR and retail activation for Homes r Us and Momstore across the UAE and GCC. Grounded in advertising, he has over 15 years of marketing leadership across the GCC and India.  He believes the best marketing starts with real, on-ground consumer insight and earns its place when it builds community and changes behaviour.  At Lals Group he led the first rebrand of Homes r Us in two decades, built on Kantar-led consumer research, and launched the brand's first celebrity-fronted campaign. His CRM programmes to drive 16% of total sales. His influencer and digital strategy, spanning 300+ creators, grew combined social reach to 80.5 million (+98% YoY), and Momstore delivered 22% like-for-like footfall growth.  Before this, he spent 6 years marketing at Ajmal Perfumes across 300+ showrooms and 50+ markets.  He began his career at Ogilvy & Mather in Mumbai on brands such as Lakmé, Cadbury Dairy Milk and VIP, and holds honors in Digital Marketing & Analytics from the Indian School of Business.

What 'top tip' would you give to entrants when they are creating their entry?  

Tell a story, don't file a report.  The best entries take the jury on a journey: where the agency started, the challenge it faced, the choices it made, and how it came out stronger for its clients, its people and the industry. Use your numbers as proof points within that story, not as the story itself.  A clear, human story that we remember, cherish and celebrate.