Learning Brand Positioning Like a Pro at CO-ELEV8 with Shashank Pore
When it comes to building powerful brands that resonate and endure, Mr. Shashank Pore knows the game inside out. A seasoned marketing leader and former Chief Marketing Officer of Polycab and Tata Photon, Mr. Shashank brings with him years of hands-on experience in brand positioning, consumer insight, and market strategy. Not just a marketing expert, he’s also a proud ISDI parent, making his session at ATLAS ISDI’s CO-ELEV8 series all the more special. His masterclass, titled “Decode the Brand Game: Learn Positioning Like a Pro”, gave product design students a front-row seat to the realities of crafting brands that connect with consumers, adapt to changing markets, and stand the test of time.
The Mastermind Behind the Masterclass
With an exceptional track record of building, scaling, and repositioning brands, Mr. More has lived through the entire brand-building journey—from labour to launch to legacy. His session wasn’t about buzzwords or boardroom jargon; it was a practical, inside-out approach to brand positioning, backed by two compelling case studies from his time as a CMO.
Understanding the Core of Brand Positioning
Mr. Pore introduced students to a structured framework that guides a brand’s positioning in the marketplace:
- Template – How will the brand speak to the world?
- Values – What are the brand’s uncompromising morals?
- Promise – What unique offering does it bring?
- Epitome – How will the brand make the world better?
- Philosophy – What belief system guides it?
- Vision – Why does it exist?
- Insight – What consumer angst will it address?
This wasn’t just theory—it was a lived experience. Shashank unpacked these elements using two brand stories that transformed industries.
Case Study 1: Polycab Wires – Building a Master Brand
When Mr. Shashank took charge of Polycab Wires as Chief Marketing Officer, the brand was already known but lacked a clear, differentiated positioning. He and his team decided to focus on two core propositions:
- Safety
- Savings
Their marketing strategy centered on a dual promise: “Polycab wires with superior technology not only keep your house safe but also help you save electricity.”
This clear value proposition was more than a tagline—it was a solution to a consumer’s real fears and aspirations.
Creatives Over Celebrities
Polycab’s advertising campaigns broke the mold. Instead of relying on celebrity endorsements, they chose actors who represented the everyday consumer, making the message more relatable and authentic.
Relentless Perfection
The team rejected over 700 logo designs before finding the perfect symbol that reflected the brand’s new identity. Every detail mattered—from the logo to sub-brand communication, ensuring consistency across touchpoints.The Result? Polycab became an 8X success story, a master brand that resonated with both electricians and end-consumers.
Case Study 2: Tata Photon – Disrupting the Telecom Space
As the former CMO of Tata Photon, Shashank was involved in every phase of the brand’s lifecycle, from labour pains to breakthrough success.
Understanding the Consumer
Tata Photon entered a crowded market, where Internet access was shifting from luxury to necessity. To stand out, Shashank focused on the consumer lifestyle:
Mobility was key.
People needed seamless, fast internet on the go.
Speed and convenience were non-negotiable.
The brand positioned itself as the enabler of freedom and productivity, targeting young professionals, entrepreneurs, and digital nomads who were always on the move.
Innovative Marketing Strategies
- Product as Hero: The product’s portability and speed were always the star of the communication.
- Storytelling, Not Selling: Ads and creatives highlighted real-life scenarios, where Tata Photon solved a problem—from quick downloads to smooth video calls.
- Early Adopters as Influencers: Instead of celebrities, they engaged real users to share testimonials and build organic credibility.
Facing the Competition
As the telecom industry heated up with players like Airtel and Reliance, Tata Photon held its ground by Maintaining product quality and service reliability, Continuously upgrading technology and Offering competitive pricing packages tailored to different user needs.
Consumer Psychology: The Brand’s North Star
Throughout the session, Shashank emphasized one key point:
Understand your consumer’s angst before you offer them a solution.
This approach ensured that both Polycab and Tata Photon addressed real, human needs, rather than just pushing products.
Traditional vs. Digital Marketing: The Right Balance
Mr. Shashank’s masterclass also highlighted the shift from traditional to digital marketing.
For Polycab, traditional media (TV, radio) played a huge role in reaching rural markets. For Tata Photon, digital campaigns were key in engaging tech-savvy urban users.
Wisdom Beyond the Lecture
Mr. Shashank More’s masterclass was more than a lesson in marketing. It was about understanding people. About building brands with a purpose, driven by insight, empathy, and strategy.
Both brands underwent course corrections under hisleadership:
- Polycab refined its brand messaging and tightened sub-brand communication.
- Tata Photon pivoted its offerings as consumer needs evolved, staying ahead of technological shifts.
He made it clear: Brands must evolve. Sometimes it takes rejecting 700 logos, sometimes it’s repositioning your brand promise—but the journey is always about staying relevant.
A Session to Remember
For the product design students at ATLAS ISDI, Mr. Shashank More’s Decode the Brand Game was a game-changer. It offered them a blueprint to build brands that last, rooted in strategy, psychology, and purpose.
As the students walked away from the session, they weren’t just thinking about logos and taglines—they were thinking about meaning, relevance, and impact.
And that’s how you play the brand game like a pro.
