In this episode of CoBB, Sharan and Sudeep engage in a lively discussion with their friend and ex-colleague Saurabh Bajaj, currently EVP of Prepaid Marketing at Vodafone Idea and author of the newly released book, "The Practical Marketer." Saurabh shares his journey from being a marketing professional at Cadbury/Mondelez India to becoming a first-time author. The conversation covers his prolific LinkedIn activity, his passion for teaching, and his process for writing and publishing the book. Saurabh also provides insights into practical marketing strategies, brand management, and the nuances of surrogate marketing in restricted categories like alcohol and tobacco. KEY TAKEAWAYS: From Corporate to Author Saurabh shares his transition from a full-time marketing role to writing "The Practical Marketer," driven by a desire to consolidate his experiences and insights. The book's origin is traced back to Saurabh's LinkedIn posts and articles, which evolved into a structured guide for marketers. Building "The Practical Marketer" Saurabh describes the intensive process of compiling his book, from gathering LinkedIn articles to creating a cohesive structure with help from peers and professionals. The challenges of editing, refining, and finding the right publisher are highlighted, showcasing the rigour and commitment involved in publishing a quality book. Key Marketing Lessons Saurabh discusses various segments of his book, focusing on practical marketing approaches such as moving from sales to marketing, category strategy, and effective brand management. He emphasizes the importance of real-world examples and actionable strategies, making the book a valuable resource for students, entrepreneurs, and marketing professionals alike. Surrogate Marketing and Ethical Advertising A deep dive into the concept of surrogate marketing in industries like alcohol and tobacco, explaining the legal and strategic considerations behind such campaigns. Saurabh clarifies the difference between growing a category and stealing share, providing a nuanced understanding of marketing within regulated environments. Future Plans and Digital Presence Saurabh highlights the supplementary website, "The Practical Marketer," designed to enhance the book's learning experience with case studies, ads, podcasts, and additional resources. His focus on making marketing education accessible and engaging through various digital platforms. QUOTES: "Marketing is fundamentally about getting new users. The challenge is doing it within the ethical and legal boundaries set by society." "The Practical Marketer is not just a book; it’s a mentor in your hands." Don't miss this insightful conversation with Saurabh Bajaj. If you're in marketing, branding, or just curious about the intricacies of advertising in regulated industries, this episode is packed with valuable takeaways. Don't forget to grab a copy of "The Practical Marketer" and explore Saurabh's website for more resources! As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you. RESOURCES Connect with Saurabh Buy ‘The Practical Marketer’ Book Visit ‘The Practical Marketer’ Website SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla on ⁠Linkedin⁠ Sharavana Raghavan on ⁠Linkedin⁠ FOLLOW US CoBB on ⁠LinkedIn CoBB on Instagram⁠ CREDITS Album Art & Design by ting.in Voiceovers by Anjale Stephanos Music from Zapsplat.com *************************************** Please tell us what topics you'd like to have discussed on the CoBB, by filling in this ⁠CONTENT SUGGESTION FORM⁠⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you.