Author: Aadithya Harish

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? One of our most disruptive initiatives has been the MediaTek Connect Program. As India and Southeast Asia emerge as highly informed, vocal tech markets, we saw a clear need to move beyond one-way communication and build meaningful, community-led engagement. MediaTek Connect enables enthusiasts to discover our innovations firsthand while actively participating in the technology dialogue. Members gain exclusive access to MediaTek-powered devices, premium events, direct interactions with global experts, and opportunities to collaborate with fellow tech enthusiasts. More than a campaign, it…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? With the Aprilia RS457, we moved away from spec-led marketing and focused on the pure joy of riding. A four-part film series with John Abraham captured the emotional, almost spiritual bond between rider and machine. The result was double-digit market share growth and the most-awarded bike of 2024–2025. Similarly, Vespa’s The Monumental Hello turned a city launch into a cultural moment by reimagining iconic Indian monuments through Vespa’s design language. It blended Italian heritage with India’s soul and earned a Gold at…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? The launch of boAt 701 Prime ANC with Food Pharmer stands out as a defining move. We invited a known industry critic—someone whose credibility comes from calling brands out—to publicly validate our claims. It wasn’t influencer marketing; it was brand stress-testing in full view. In a category crowded with unchecked specifications and loud promises, this approach delivered something rare: trust built through scrutiny. What was the spark behind that idea? It started with a simple question: if we’re putting the “Prime Promise”…

In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head? I take a slightly offbeat view of disruption. Too often, it becomes a Holy Grail that marketers chase endlessly—much like virality. Over time, I’ve learned to focus first on getting the fundamentals right: a sound strategy, well-planned tactics, and campaigns that run smoothly and deliver consistently. Only after that do we invest time and resources into disruptive ideas. Importantly, we never pursue disruption for its own sake. Every innovative campaign must answer one clear question: Why is it needed? If there isn’t a tangible, business-relevant…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? One of the most disruptive campaigns we’ve led at Swiggy Instamart is the “Whatever’s on Your Mind, Get it in 10 Minutes” brand platform — brought to life through highly relatable, humorous films like “Groom or Broom” and “Chawal or Chawla”. In both these ads, a simple slip while typing leads to hilarious consequences. These quirky, memorable stories struck a deep chord with our audience because they were rooted in real user behaviour — last-minute, distracted ordering — and captured the promise…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? Two bold moves stand out. The first was launching Acer Predator gaming laptops exclusively on Flipkart, challenging the belief that premium gaming devices must be sold through specialist offline channels. This move made high-performance gaming more accessible online and helped shape India’s fast-growing gaming laptop market. The second was the launch of Acerpure India, where we expanded beyond tech hardware into lifestyle consumer appliances. By positioning Acerpure as a design-led, tech-driven lifestyle brand, we challenged legacy appliance players and redefined expectations in…

While the product clearly appeals to younger content creators and storytellers, do you see potential for it to be adopted by more serious or unexpected audiences, such as professional filmmakers? Absolutely, I think it can. The reason is simple. This product has just launched globally, and we don’t yet know how it will be perceived, not only by content creators but also by serious filmmakers and professionals. That said, there are certain limitations to keep in mind. The camera records 15 seconds natively, which can be extended to 30 seconds using the app. The resolution is not intended for high-end…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? Our Cinema is Coming Home (CICH) campaign, launched in 2024 for BRAVIA televisions and soundbars, stands out as one of our most breakthrough initiatives. Partnering with filmmaker SS Rajamouli as brand ambassador helped elevate the narrative by celebrating cinematic excellence and bringing his creative vision to life through BRAVIA’s cutting-edge display and audio technologies. The campaign aimed to recreate a true cinematic experience at home, redefining how audiences consume movies. What further set it apart was our collaboration with Sony Music, which…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? The F99 – The Fastest Indian campaign fits that definition perfectly. It was built on a simple yet powerful idea, backed by an authentic reason to believe, and crucially, conceived internally. From record attempts to collaborations with other “Fastest Indians” and a compelling documentary series, the campaign wasn’t just communication—it was proof. The scale, credibility, and storytelling came together to make it one of the most noteworthy campaigns in recent times. What was the spark behind that idea? The spark was authenticity.…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? This June, we partnered with Myntra to celebrate Pride Month in a way that went far beyond surface-level symbolism. Featuring Lauren Robinson, whose bold style and unapologetic voice embodied visibility and self-expression, the campaign focused on owning one’s truth. Her words—“Colour has always been more than a vibe. It’s been my resistance. My expression. My truth.”—set the tone. What truly made it stand out was taking Pride into a physical, public space. At Manohar International Airport, Goa, we transformed the baggage conveyor…

Google Meet is rolling out a new automatic room check-in feature designed to make joining in-person meetings easier and more seamless. The update automatically checks users into the correct meeting room when they join a call in Companion mode using a smartphone or tablet, eliminating the need for manual selection. The feature works on both Android and iOS devices and uses ultrasound-based proximity detection to identify when a user is physically present inside a meeting room. What Is Google Meet Automatic Room Check-In? With the new update, Google Meet can automatically detect when a user enters a conference room and…

OpenAI has launched ChatGPT Translate, a standalone translation tool designed to make multilingual communication simpler and more context aware. The tool closely resembles Google Translate in appearance, featuring a dual text box layout, but adds deeper language understanding by accounting for tone, idioms, and context. According to OpenAI, ChatGPT Translate supports translations across more than 50 languages. The company also says the tool is capable of translating text, voice, and images, although some of these capabilities are not fully available yet. What Is ChatGPT Translate ChatGPT Translate is a dedicated translation interface within ChatGPT that focuses on both accuracy and…

The Realme number series has always been about striking a balance between premium features and mainstream pricing. With the Realme 16 Pro Plus, I expected the brand to push that formula forward. After using the phone as my daily driver, I can confidently say that it delivers a reliable experience, but it also plays things far too safe for its asking price. This is a phone that focuses more on refinement than reinvention. While that approach keeps the experience polished, it also raises an important question. Does the Realme 16 Pro Plus do enough to justify its premium positioning in…

At CES 2026 in Las Vegas, we sat down with two influential voices shaping the future of technology: Gary Shapiro, CEO of the Consumer Technology Association (CTA) and the driving force behind CES, and Kaushal Nevrekar, President and Chief Business Officer of Reliance Retail Electronics Business. In a wide-ranging conversation, they decode how technology, artificial intelligence, retail transformation, and India’s growing influence are redefining the global tech landscape. Ramesh Somani: Gary, it’s great to have you back again. CES 2026 is in full swing. How has the show been so far? Gary Shapiro: It’s been phenomenal. Despite everything happening globally,…

WhatsApp could soon introduce dedicated parental control features aimed at making the platform safer for younger users. According to a recent report by WABetaInfo, the Meta owned messaging app is testing a new system that allows parents to manage secondary WhatsApp accounts linked to their own primary accounts. The feature was spotted in WhatsApp beta for Android version 2.26.1.30 and is still under development, suggesting that an official rollout may take some time. WhatsApp Parental Controls How Secondary Accounts May Work As per the report, WhatsApp is developing a new account structure where parents can link a child’s secondary account…

Apple is testing a new background security update system in the latest iOS 26.3 beta, aimed at delivering critical fixes without requiring a full software update. According to a report by MacRumors, users running public or developer beta versions of iOS 26.3, iPadOS 26.3, and macOS Tahoe 26.3 can now install a new update called Background Security Improvements as part of Apple’s ongoing security testing. The feature was first introduced with iOS 26.1, iPadOS 26.1, and macOS Tahoe 26.1, allowing Apple to push important security protections independently of major operating system releases. This approach is designed to keep devices protected…

Amazon has expanded access to its next generation AI assistant Alexa Plus by launching a web version on Alexa.com. The new update allows early access users to use Alexa Plus directly from a desktop or laptop browser without relying on smart speakers, smartphones, or tablets. Amazon says the web version is designed to help users manage tasks, access information, and control smart home devices more efficiently without switching between multiple apps or devices. What Is Alexa Plus Alexa Plus is Amazon’s advanced AI powered assistant built using generative AI technology. It is designed to be more conversational, intelligent, and context…

Samsung, one of the largest tech companies in the world, has invited us to a roundtable discussion with JB Park, the President and CEO of Samsung Southwest Asia. During this serious conversation, JB Park shared his insights on various topics relevant to India, including the vast potential of the Indian market, plans for establishing a global AI research hub, strategies for monetizing AI, and ideas for expanding their product offerings. He also addressed important issues such as privacy and after-sales support. Let’s decode JB Park’s vision for Samsung’s future in India. India’s Strategic Role in Samsung’s Global AI Growth Mr.…

OpenAI is reportedly preparing to launch its first consumer hardware device and it could redefine how people interact with artificial intelligence. According to a report citing The Information, the upcoming device is expected to rely heavily on voice based interactions with little to no focus on a traditional display. As part of this strategy, OpenAI is said to be developing new audio focused GPT models designed specifically to power an always listening and conversational AI device. OpenAI Upgrading Audio GPT Models Ahead of Hardware Launch The report claims OpenAI is actively upgrading its audio model architecture to enable more natural…

UK based consumer electronics brand Nothing has confirmed that two of its popular CMF branded products the CMF Headphone Pro and CMF Watch 3 Pro will soon launch in India. Both devices were previously introduced in select global markets and are now set to expand their availability to Indian consumers. While official pricing and sale dates have not yet been announced the India variants are expected to offer the same specifications and features as their global counterparts. CMF Headphone Pro  The CMF Headphone Pro which debuted globally in September 2025 is expected to arrive in India without any major hardware…

Elon Musk, owner of microblogging platform X (formerly Twitter), has issued a strong warning to users misusing the platform’s AI chatbot Grok to generate illegal or obscene content. Musk stated that anyone creating unlawful material using Grok will face the same legal consequences as those who upload such content directly to the platform. Musk’s remarks come amid growing scrutiny from Indian authorities over the misuse of AI tools to generate vulgar and unlawful content, particularly involving women. Musk Responds to Grok Content Controversy Addressing concerns around Grok generating inappropriate images, Musk clarified that responsibility lies with users, not the AI…

Microsoft has rolled out a fresh set of updates for Microsoft Teams, focusing on improved multitasking, smarter meetings, enhanced calling features, and stronger security protections. The latest changes aim to make Teams more flexible for everyday users, safer for organisations, and easier to manage for admins handling large deployments. According to Microsoft, these features are now available to users across supported regions. Below is a detailed look at everything new in Microsoft Teams. Chat and Collaboration Updates Separate Windows for Key Features Microsoft Teams now allows users to open major sections such as chats, calls, calendar, activity, and apps in…

There was no keynote moment in 2025 where smartphones loudly declared themselves “AI-first.” No dramatic reveal. No single update that flipped a switch overnight. Instead, the transformation happened quietly, almost invisibly, until one day it felt normal. I noticed it in small ways. Fewer manual steps. Fewer taps. More moments where my phone seemed to understand what I needed before I asked. What once felt impressive slowly became expected. That quiet shift is what truly defined smartphones in 2025. This was not a year of flashy hardware experiments or buzzword-heavy software launches. It was the year artificial intelligence faded into…

Grand Theft Auto 6 may finally be nearing the end of its long development cycle, with a former Rockstar Games developer suggesting that the game is unlikely to face another delay. According to recent reports, GTA 6 is now firmly expected to launch in November 2026, and additional postponements could risk weakening player anticipation. Former Rockstar Dev Shares Insight on GTA 6 Development As reported by Dexerto, citing Esports Insider, Mike York, a former animator who worked on GTA 5, has shared his perspective on the ongoing development of Grand Theft Auto 6. York explained that Rockstar Games is known…

Apple is reportedly gearing up for one of its most ambitious product years yet. According to reports, the company’s 2026 roadmap includes major upgrades to existing devices and the launch of entirely new product categories. From a foldable iPhone and a redesigned MacBook Pro to a smart home hub and a more affordable MacBook, Apple’s lineup next year could redefine its ecosystem. Here’s a closer look at what Apple is expected to launch in 2026. New Studio Display With Mini LED Technology Apple may finally refresh its external display lineup with a new Studio Display expected to launch in early…

Google is reportedly developing major upgrades for the audio features of NotebookLM, its AI powered research and note taking platform. According to a report by Testing Catalog, the company is testing a new long form Lecture audio mode that could generate AI created audio sessions lasting up to 30 minutes. Along with this update, Google is also preparing new narration options, including a British English accent expected to arrive in a future release. Although these features are not available to the public yet, the report suggests Google is aiming to offer users greater flexibility in how they listen to and…

Build and Design: First Impressions When I first held the Poco C85 5G, especially the Spring Green variant, I genuinely liked how refreshing it looked. The colour gives the phone a youthful vibe and makes it appear more expensive than it is. The dual tone back and curved body look polished enough for a budget phone and from a distance it feels like a device that belongs to a higher segment. But the moment I touched it, reality set in. This is still a plastic phone. The finish is clean and smooth but the material clearly reminds you that this…

Google is experimenting with a new AI-powered web browser called Disco, designed to transform ordinary browsing into a more interactive and task-driven experience. Introduced as part of Google Labs, Disco blends traditional Chromium-based browsing with advanced AI capabilities powered by Google’s Gemini 3 model. Unlike conventional browsers, Disco can automatically turn open tabs and searches into dynamic, interactive web applications, helping users plan, organise and create without switching between multiple tools. The first experimental version is currently rolling out to a limited group of macOS users. What Is Google Disco? Google describes Disco as a new “discovery vehicle” rather than…

Instagram has rolled out a new feature called “Your Algorithm”, designed to give users more control over the Reels recommendations they see. The update, announced through Instagram’s official blog, focuses on helping users understand why certain Reels appear in their feed and allows them to fine-tune these suggestions based on their evolving interests. The feature is currently available in the US and will be launching globally in English soon. What Is Instagram’s ‘Your Algorithm’? The new tool is integrated directly into the Reels tab. When users watch a Reel, they will notice a small icon in the top-right corner two…

Adobe has officially partnered with OpenAI to bring Photoshop, Adobe Express and Acrobat tools directly inside ChatGPT, allowing users to edit images, design graphics and work with PDFs without switching apps. According to Adobe’s blog, this integration turns ChatGPT into a powerful creative workspace where editing can be done through simple prompts. Reports states that the rollout is happening globally across ChatGPT’s desktop, web and iOS versions. Android users will initially get access only to Adobe Express, with Photoshop and Acrobat support arriving later. Adobe Tools in ChatGPT: What You Can Do With this integration, users can now perform a…