Your heritage lends you credibility. You get the future through relevance: From Anirban Banerjee to classic brands

Nostalgia is not a viable strategy for legacy brands. Anirban Banerjee, CEO of Eveready Industries India Ltd., stated during his keynote speech at Adgully's CMOs' Charcha-Kolkata Chapter 2026, which is presently taking place in Kolkata, that they must always change in order to be significant for future generations of consumers. Speaking to a group of marketers, brand executives, and business experts, Banerjee discussed Eveready's own transformation process and made the case that, although longevity is an accomplishment, a brand's relevance ultimately decides its survival."We celebrate longevity when we have a brand. However, longevity on its own is only a success if the brand continues to be relevant to every new generation and shifting market. "Your longevity is remembered and celebrated if you continue to provide what customers need at that point in time," he emphasized. Banerjee began his lecture by citing well-known businesses to illustrate his claim that a brand's past does not ensure its future. Because they reimagined themselves, many legendary brands have endured. Others vanished while leaving behind a great legacy.

Survival is never assured, even for the largest brands. Because of this, the issue of relevancy keeps coming up, he explained.Banerjee cited companies like Lego, Asian Paints, and Amul as examples of how they have effectively adjusted to shifting consumer demands through innovation, diversification, and ongoing reinvention while maintaining their essential character.Speaking about Eveready, one of the most well-known and established consumer brands in India with strong ties to West Bengal, Banerjee stated that the company's goal is to appeal to younger consumers in addition to maintaining its legacy. "Maintaining the heritage is not the problem. Making the heritage relevant for young people and Gen Z consumers is a challenge. He admitted that as brands become more iconic, transition gets harder. "Change feels harder the more iconic a brand gets. It seems dangerous. However, the risk of staying the same is considerably greater.Banerjee discussed how Eveready has been updating its brand to better suit the evolving needs of its customers. A modern design inspired by an infinity loop, which represents unending energy and limitless potential, replaces the long-standing, well-known "Give Me Red" positioning in the revised identity. Banerjee claims that the transformation is about communicating the brand's heritage in a way that appeals to modern consumers rather than giving it up. "Our identity now represents empowerment and limitless possibilities instead of just energy."