In the fast-evolving world of brand strategy, Rosette Soares of GREW Solar has carved a distinct path, turning complex market insights into clear, actionable strategies. Known for her disciplined, insight-driven approach, she balances creativity with long-term impact, building campaigns that resonate with both audiences and stakeholders.
Her efforts were recognised at the third edition of the Millennial Achievers Awards 2025, where she received the Silver award for Brand Strategist Of The Year, celebrating India’s next-generation leaders who are shaping the future of advertising, marketing, media, and business.
Reflecting on the personal significance of winning the title, Soares described the recognition as both validating and grounding. “Winning the Brand Strategist award is both affirming and grounding. Personally, it validates years of disciplined thinking, choosing clarity, and consistently prioritising long-term brand equity over short-term visibility however time consuming,” she said.
She added that the award acknowledges far more than surface-level success. “It recognises not just outcomes, but the rigour, intent, and decision-making that shape brands.”
She also emphasised the broader importance of such awards for the industry’s future. “Awards like the Millennial Achievers are important because they acknowledge how success is built, not merely what is delivered,” she said.
According to Soares, they encourage the industry to value “strategic depth, ethical storytelling, and impact-led leadership,” particularly at a time when marketing is evolving beyond visibility into accountability. She added that platforms like these help define “what credible, future-ready leadership should look like.”
Tracing her entry into advertising and marketing, Soares said her academic background played a key role in shaping her interest in the field. “My education in psychology sparked my initial interest in understanding human behaviour,” she said.
Growing up as a voracious reader, she was deeply drawn to the power of stories and language. “I was deeply drawn to how stories, language, and behaviour influence far more powerfully than logic alone,” she explained, adding that this fascination with perception shaping reality naturally led her towards branding and marketing.
She also credited early exposure to the advertising world for demystifying the industry and highlighting its cultural influence. “I was also fortunate to be exposed early to the advertising world through family conversations and real-world stories, which demystified the industry and highlighted its cultural influence,” she said.
Rather than a single defining moment, she described her journey as a gradual pull. “There wasn’t a single defining moment, but a steady pull toward understanding people, narratives, and behaviour,” she said, noting that over time, this curiosity evolved into strategic thinking where insight, business objectives, and creativity converge with purpose.
On the personal philosophy that has shaped her professional growth, Soares highlighted clarity and resilience as core principles. “Two principles have guided my growth: clarity and resilience,” she said.
She explained the importance of deliberate thinking in effective decision-making. “I believe in slowing down thinking to speed up execution,” she said, adding that she spends time deeply understanding the business problem, consumer context, and long-term brand positioning before committing to solutions.
She also stressed the importance of continuous learning in an ever-evolving industry. “Equally important is continuous learning and unlearning,” she said. According to her, relevance comes from questioning assumptions, refreshing frameworks, and staying intellectually curious. “Most of my growth has come from being resilient to and open to evolution of myself personally and professionally,” she added.
Discussing her defining pivot point as a millennial leader, Soares pointed to a period of professional disruption that reshaped her outlook. “A phase of professional disruption became a defining pivot point for me,” she said. Rather than internalising it as failure, she used the experience to reassess her strengths and sharpen her strategic lens. “I used that period to reassess my strengths, sharpen my strategic lens, and align myself with organisations where merit, purpose, and performance coexist without bias,” she explained.
She added that the experience reinforced the value of long-term credibility over immediate comfort. “That experience-built resilience and reinforced the value of long-term credibility over immediate comfort,” she said, noting that it fundamentally shaped her leadership style, decision-making approach, and the way she builds and mentors her teams today.
Speaking about what excites her most about her category today, Soares highlighted the convergence of strategy, technology, and sustainability-driven storytelling. “What excites me most is the convergence of strategy, technology, and sustainability-driven storytelling,” she said.
She noted that today’s consumers are increasingly informed and value-led. “Today’s consumers are informed, led by values and demanding accountability from brands,” she added.
She sees her role in pushing boundaries at the intersection of strategy and responsible storytelling. “I see my role in pushing boundaries at the intersection of brand strategy and impactful narratives that are culturally relevant and genuinely responsible,” she said.
In particular, she highlighted the influence of brand strategy in future-facing sectors. “In sectors such as clean energy and future-facing industries, brand strategy has the power to influence not just markets, but mindsets and decision making,” she said, adding that she thrives in complex, high-stakes environments where shaping meaning at scale is both challenging and rewarding.
When asked what keeps her grounded and the advice she would offer young professionals, Soares emphasised integrity and staying connected to people. “I understand that brands are built by driven people, for real people, and that integrity compounds over time,” she said, adding that staying close to teams, honest conversations, and consumer realities keeps the work authentic and effective.
Sharing advice for those starting out, she said, “Collaborate actively and show up with consistency.” She encouraged young professionals to learn, share, and contribute in ways that build character and reliability. “Invest time in understanding the business deeply, because truly impactful marketing begins with a strong grasp of how value is created, delivered, and measured,” she said.
She also urged them to be patient with their growth while maintaining high standards. “Above all, choose purpose over popularity,” she added, noting that meaningful work and principled decisions build far more enduring careers than visibility alone.
As the 2025 celebrations came to a close, it was evident that the Millennial Achievers Awards continue to shine a spotlight on India’s next-generation leaders. The third edition brought together the country’s most innovative minds, with Marketing Mind announcing winners across 17 categories. From trailblazing content marketers to visionary strategists and creative innovators, this year’s cohort reflects the ambition, ingenuity, and transformative thinking shaping India’s media, marketing, and business landscape.
