The Secret to Long-Lasting Brand Alliances for Corporate Growth

In the last Yellow Insights on Friday, the Yellow Slice team had the good fortune of conversing with Anoop Asthana. Anoop has mastered the art of turning business handshakes into powerful alliances. He is a seasoned brand and strategic partnership professional with over a decade of experience in the Internet, E-commerce, and Production House industries.

His specialisation includes strategic alliances, brand partnerships, and marketing collaborations. These have made him a key player in client acquisition, increasing revenue, and building a bigger portfolio for organisations he has worked with.

When the executives behind big brands such as Pushpa 2 movie, Zomato, Milkbasket, Cars24, and Lenskart make their alliance, it’s the alliance experts like Anoop who make it happen. He serves as Head of Brand Alliances at Ixigo, overseeing partnerships with Indian and global brands.

Throughout his career, he has led marketing alliances, media barters, co-branding initiatives, franchise development, and collaborations with government bodies successfully. He has worked in several sectors, such as travel, retail, entertainment, and finance. Thankfully, Anoop brought that to the table— a treasure of knowledge, stories, and strategy.

His portfolio features some of the biggest names in the game, such as  , Monster.com, and Rediff.com. He managed large-scale brand alliances, negotiated high-value deals, and developed campaigns that increased customer acquisition and retention.

He has worked with major brands like Big Bazaar, KFC, Domino’s, Apple, and Citi Bank. He has not only industry experience but also an academic background. He holds an MBA in Marketing & International Business and a Bachelor’s in Commerce from the University of Allahabad.

Today’s session has three parts to it:

• In the first part, the Yellow Slice team enjoys two business buffs bantering about business: Anoop and Kishor.
• In the second, we move to the more fun segment, playing fun activities with Anoop.
• In the last section, Anoop answers questions from the Yellow Slice team.

Decoding Anoop Asthana: An experienced Brand and Alliance Strategist

Let’s dive  and learn about the world of business alliances from the man behind the brand deals: Anoop Asthana.

Brand awareness is crucial for a business

Kishor: What is the role of branding when forging high-impact partnerships?

Anoop: Each company has different goals, and our goal is to address the nuances of each company to work on their personalised branding needs, which eventually helps create brand alliances.

Take PayTm, for instance, I joined PayTm in 2014. The Jio revolution had yet to take place, so PayTm wasn’t as big a name back then as it is today. We were the first few to suggest creating a reward section for people who complete transactions to increase user retention on the platform.

Fast-forward to today. The company I’m working with, Ixigo, aims to create brand awareness so that more people can avail themselves of its services, so our branding playbook looks completely different.

Quote: “Hence, when it comes to branding and forming brand alliances, the mantra of to each their own works the best, as no two brands are alike.”

What is the role of the head of brand alliances?

Kishor: Is your influence a game changer in brand alliances, or does the brand speak for itself?

Anoop: As the head of brand alliances, my role is to get brand partners to trust the business I work for. Rome wasn’t built in a day. Similarly, building this trust isn’t a one-day game, I’ve been playing the field for 13 years.

Quote: Sure, the name and size of the brand I’m working for matter, but business doesn’t happen between the company’s name or logo; it happens between real people.

The relationships I’ve made over the years with the executives of different brand partners also play a huge role. If today I go on to represent a startup, I can bring business to that, too, if the vision and trust are right.

Contrast that with someone who works at Google—a huge name, but if they lack market credibility, deals might not land.

Building relationships that outlive the brand

Kishor: How do you build relationships that outlast your presence in the company?

Anoop: First, I make commitments and fulfil them without making false promises about goals outside my work scope. Second, I don’t miss the chance to help people because you don’t know when a start-up you helped yesterday can fulfil your needs tomorrow.

I’ve built a diverse network of stakeholders in different industries, from aviation and e-commerce to food and beverage. I try to humanize the people I’m working with beyond business, and that’s how I’ve forged relationships with executives working in top companies such as KFC, Domino’s, Pizza Hut, Lenskart, etc.

So, making brand alliances with such business tycoons feels natural because they aren’t just names on the contact list. My efforts have been recognized twice with industry awards, and I’ve been named one of the Top 35 Leaders in Brand Alliances.

Quote: Business is a cycle, and so is goodwill. Make allies with your brand partners so that you will know how they think even if they become your competitors in the future.

One partnership that changed the game

Kishor: You’ve worked with many unicorn companies and have had significant market success. Was there a defining moment or a pivotal partnership that you brought to the company, and it transformed the company’s trajectory?

Anoop: Oh yes, there’s a brand called Real, which is a huge name now, but when they started 7–8 years ago, their story was very different. I was still with Paytm, and one day, I saw 5–6 executives from X company in the Paytm office. At that time, Paytm had gained trust in the market, and all the brands wanted to ally with them.

Most people saw a struggling startup. I saw potential. I vouched for them in front of my boss. I

They went to different company stakeholders and proposed a tie-up. Not one person believed in their vision, as they were just starting, and it was a new brand. They stood at the reception for hours and eventually contacted me.

had them onboarded on the PayTm platform at my own risk. Their first-ever collaboration may not have turned profits for them—but it earned me something money can’t buy: trust.

Fast-forward a few years. I started working with a travel company looking to increase train bookings. I suggested: What if we offer free food for every train booking pan India? And I knew exactly who to call.

I contacted the same executives of X company, which I helped with the PayTm tie-up, and asked them if they could provide free food. They obliged. Train bookings doubled, and this continued for two quarters.

To this day, if I call them and say, “We need free food for a campaign,” they will happily help.

Quote: It’s one thing to do a job you get paid for, but if you want to build a legacy, you’ll have to do things that aren’t in your JD.

Ultimate code to crack brand partnerships

Kishor: What’s your secret sauce strategy for a successful brand collaboration?

Anoop: The key is not to connect with the brand name or logo but to form a human connection with the people behind those brands.

To give you an example, I had a professional bond with someone from years before. Fast forward, and he started working at the Times of India. The movie Pushpa 2 just came out, and he offered me a bunch of free vouchers for the first-day show in Cinepolis of Hyderabad, Chennai, and Bangalore.

Without spending a single penny and leaving Delhi, I ensured that people got these vouchers from the side of ixigo in these three locations, and got organic marketing in return.

Quote: Brands remain stagnant; people move and carry relationships from one company to another.

Find brand alliances that complete your story.

Kishor: How do you navigate brand alliances when each brand has its objectives and consistency guidelines?

Anoop: First, conduct a deep brand audit to understand your brand and users better so that whatever brand alliance you form benefits users and increases your visibility and ROI.

What kind of audience is interesting in your business?

Where do they live?

What do they want?

What does their user journey look like from curiosity to conversion?

Once you have that clarity, it’s easier to identify which brands share your values. Think of it like matchmaking—but for marketing.

Take ixigo, for example. We dug deep into user data, created sharp user personas, and saw a pattern in lifestyle preferences. As a result, we formed alliances with brands like Pizza Hut, Lenskart, and Zomato—because that’s where our users already were or aspired to be.

Understanding the brand’s expectations from the alliance is equally important. Are we targeting awareness or conversions? Once we’ve defined the objective, everything else falls into place—affiliate partnerships, cross-platform campaigns, and offline brand moments.

Key Considerations for Brand Collabs

Kishor: This morning, I made a routine payment on Google Pay until a bold red banner flashed across my screen. My mind was boggled, and I thought to myself, “What is it? Error? Failed transaction? Fraud alert?”

In colour psychology, red is danger-coded. It’s our mind’s shortcut for “Something went wrong.” A closer look revealed that the banner was the result of the brand alliance between Google Pay and Kotak Mahindra Bank.

But visually, it felt like a design blunder. The UI harmony of Google Pay was disrupted, and the banner clashed so loudly that it drowned out the otherwise clean interface.

Why do you think Google Pay agreed to this alliance that disrupts user experience?

Anoop: That’s the mistake many brands make—they assume that partnering with a big name like Google Pay brings a lot of business. However, that’s not always the case.

Quote: “Brand size doesn’t always equal brand synergy. It’s not about chasing the biggest logo.”

In reality, sometimes, it’s the smaller, more value-aligned partnerships that bring in better results. They resonate well with your audience, so they don’t just look good as marketing—they actually perform.

Take ixigo, for example. It will perform if I run a campaign inside the Duty-Free zones of Goa, Hyderabad, Delhi, or Mumbai. These metros are travel hotspots, and that’s the exact demographic we want to target.

Knowing the customer journey of your users and making brand alliances accordingly is how one should move forward.

Trends Redefining Brand Alliances

Kishor: I noticed earlier that flying was a luxury that only the upper-middle-class section of society could afford. However, it has become more affordable for even the middle class.

Since you talk so much about data, have you seen any significant trends that have redefined your brand alliance strategies?

Anoop: Data has shown us that people from earlier cities like Delhi or Mumbai preferred to go to Kerela, Kochi, or Pondicherry for vacations. Lately, however, there’s been a shift because they’ve realized that an international trip to countries like Dubai, Sri Lanka, Bangkok, Thailand, or even Vietnam costs almost the same.

Middle-class people also have an option for EMIs. Even when they don’t opt for EMIs, most use their cards because banks offer discounts on flight bookings.

As a travel brand like ixigo, this trend opened a clear opportunity to partner with banks offering these benefits. It’s a win-win situation for everyone,

• The bank wins by increasing card transactions
• The traveller wins with an affordable EMI-based holiday
• And we win by gaining a happy, paying customer

Anoop’s Area of Authority

Kishor: Imagine someone asking you for your best advice. What’s the one area you feel most confident guiding them in—brand collaborations, marketing moves, tech trends, or your domain speciality?

Anoop: See, I’m a non-tech guy, so I won’t comment on technology, but I can be a good mentor to someone who wants to learn branding and strategic partnerships for brands.

The Future of Brand Alli

Kishor: What we’re seeing in the market nowadays is that marketing and alliances are very hyper-targeted to the right target audience. Earlier, collecting this much data wasn’t really possible, but with AI and machine learning, it’s doable now.

What do you think is the future of brand partnerships, and how marketing will evolve in the coming years?

Anoop: AI has helped us better understand our target audience’s needs, goals, and expectations. But let’s be honest: we’ve only scratched the surface. The real AI revolution in branding and alliances is yet to come.

Currently, we should focus on making brand alliances that fall within our budget. In fact, some of the smartest deals I’ve cracked have been barter-based partnerships—zero budget, high value.

One of my go-to strategies is targeting the youth.

Quote:“When I look at alliances or branding activities, I ask: “Will this resonate with Gen Z or young millennials?” That’s where the long-term brand value lies.”

We often partner with IIT and IIM fests—not because we expect instant bookings or conversions, but to seed brand recall in the minds of tomorrow’s decision-makers.

Young audiences are early adopters and open to new platforms. They are less fixated on price and are eager to explore innovative tools like Ixigo.

The Best Channel for Branding your Business

Kishor: I once came across a fascinating psychological insight: for a brand to truly stick in someone’s mind, its name must appear at least seven times—on seven different platforms.

For instance, you spot Ixigo at a college fest, then again while scrolling through Instagram, maybe later in a YouTube ad, and so on. After the seventh encounter, your brain says, “Okay, I know this brand!”.

Anyway, I will ask one last question, and then we can move to the next round of this conversation.

There are tons of platforms out there—radio jingles, social media buzz, newspaper spreads, TV ads, influencer shoutouts, and even the traditional flyer. But with so many options, how do you decide the right channel for your brand?

Anoop: Let’s take ixigo as an example. It caters to various travel needs—flights, hotels, buses, trains. Now imagine a brand like Audible, which offers audiobooks and podcasts, approaching ixigo for a brand collaboration.

Which segment should they target? Train travellers, and definitely not plane travellers. Why? Because a person on a long train ride would want to consume spoken-word content.

Now compare that with a flight. Most of the time, phones are on airplane mode, and people either doze off or skim through the in-flight magazine. Not the right time to use Audible.

Quote: “Follow your customer’s journey, which will tell you instinctively which platform to choose.”

Business & Banter: Zoom Activities with Anoop

So enough with the serious talks. This is the fun part of the conversation. In the first round, we put Anoop in the hot seat and asked him rapid-fire questions, and he had to answer with whatever came to his mind first. Let’s see if he pulled it off or no t.

Rapid Fire Round

Business Tinder

In this conversation segment, we played a little game where we gave him two choices, and he had to swipe right for the option he would accept and left for the option he would reject. Just how it happens on dating apps like Tinder

OR

Q&A: Anoop Answers Burning Questions of the Yellow Slice Team

Aramide: I don’t have a question; it’s a comment. I noticed whenever he was answering questions, he was diplomatic with his answers. And I think that’s really nice. I love how he answered; he channelled the interview in his favour. It’s worthy of emulation.

Anthony: Do you have any specific process for identifying good strategic partnerships?

Anoop: I could lay out my entire strategy for you, but the truth is, it might not work for you. The way I work and the skills I’ve honed are the product of my unique journey: years of trial and error, curiosity, and a genuine love for what I do.

Quote: “I advise you to do your job and enjoy it. Don’t follow in anyone’s footsteps because strategies don’t feel like borrowed formulas you just can’t apply.”

There’s always Google for a quick search for whatever you don’t understand.

We sometimes brainstorm around brands like Durex even (😅) just to see if there’s even a 1% chance it could fit our brand. It usually doesn’t—but the discussion always brings out new insights.

Priya: You’re pretty active on LinkedIn. How has that contributed to building stronger professional relationships or positioning yourself as a more effective brand strategy partner?

Anoop: LinkedIn is the best platform to showcase your professional journey as you witness theirs. When I pull off a valuable partnership, you should market it to bring recognition. I recall many times that brand partners approached me after seeing a post on my LinkedIn profile.

Priya: In 2025, is there one dream brand you’re eyeing and would like to make an alliance with for Ixigo? or do you have a specific number of strategic alliances you aim to close this year?

Anoop: On average, I close about five brands weekly, depending on what management expects. But yes, I want to close barter deals with big names in the film industry. I’m also focusing on bag brands that align with ixigo.

Priya: Is there any sector, industry or department in which you would not want to form brand alliances?

Anoop: I wouldn’t want to collaborate with liquor brands, as that doesn’t align with my mora ls.

Parting Thoughts

We’ve taken a lot of your time, but it has been interesting interacting with you. We hope you crack your dream alliances in the future and keep inspiring us as we witness them happening.