Authored by: Abhishek Chakraborty, Brand Communication Manager, Oriflame IndiaI pursued a degree in Advertising, Marketing, and Communication, which I fondly refer to as 'BABA,' instead of the more conventional 'MBA'. This degree taught me lessons that no other education could. I was always an average student, excelling in subjects I liked and struggling with those I did not. While my prefrontal cortex was still developing, my father (baba) would take me to his office. We would discuss advertising campaign briefings and debriefings as a fun activity during my summer holidays or late-night campaign executions in an era before Photoshop, Illustrator, and Artificial Intelligence (AI). A man of action, creativity, and simplicity, my father taught me that simple communication is the most complicated task and how important it is to distil simplicity from the chaos of business challenges, marketing objectives, and communication noise.In my 13 years of industry experience, one thing I have come to learn to appreciate is the simplicity of communication. The place of adaptability to new trends is uncompromisable, and thinking outside of one's work role in tackling problems holistically for a brand is critical. All of these experiences shaped my way of thinking in terms of marketing and communications, and this gave me clarity and efficiency in navigating complexity in the space.Just as there may never be another superstar like Rajesh Khanna or Shah Rukh Khan, there may never be another ad guru like Piyush Pandey or Alyque Padamsee, who mastered the art of commercial communication. One of my early mentors told me that the age of 23-35 is the golden period for learning and exploring and that staying relevant requires continuous learning. I took this advice to heart, staying hungry to learn despite financial responsibilities. Choosing an agency with a lower salary but more learning opportunities was one of the best decisions I have made. I gained invaluable insights into what not to do. Working with mid-sized and multinational agencies, I honed my skills in both mainline and digital marketing. Joining a start-up taught me the importance of frugality, agility, and the fragile nature of business, while working with giant FMCG and wellness brands showed me that when large companies move, everyone takes notice. This diverse experience has helped me connect the dots of marketing more effectively, allowing me to 'do more with less.'In today's competitive world, optimisation is key. Whether using AI tools to save costs and increase efficiency or optimising content to make it relevant for consumers, it is crucial to stay ahead. Remember, data is an enabler and a hard truth that helps in making the right choices. However, you are still communicating with people, so blending the hard truth of data with the softer side of consumer behaviour is essential for success. A purely data-driven approach or solely relying on consumer hypotheses might not work. In the age of personalisation, CRM, and engagement platforms, the right mix of content helps you deliver the right message to the right people at the right time.One challenge though that I have repeatedly observed, especially with global brands, is launching global marketing campaigns without considering local nuances—both cultural and linguistic. These campaigns often fail because they fail to resonate with domestic emotions. While the brand's tonality should reflect its core values, it must also adapt to the market it serves. Regional giants and start-ups excel at localisation, making them more relatable in this hyper-local, hyper-connected world.Lastly, and most importantly, I have upgraded my skills three times in the past 12-13 years, transitioning from mainline to digital to AI automation while moving from agencies to brands. So, I realise that the only steadfast factor is to keep evolving and changing as per the need for dynamism in the market, without forgetting one thing at the core of it all: 'Keep It Simple, Silly!DISCLAIMER: The views expressed are solely of the author and The PRpost.com does not necessarily subscribe to it.