Author: Aadithya Harish

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? “The Great In-Game Wedding” was one of the most disruptive ideas we’ve executed because it turned BGMI into aninherently Indian cultural stage rather than a game. The idea stood out because it was rooted in a very real emotional truth, players who fell in love while playing BGMI, got married! It worked because it wasn’t just a marketing campaign; it was world-building inspired by the community itself, with popular Youtubers and fashion designers participating with equal enthusiasm as 200,000 players. It was…

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 I’ve led is Under Armour’s Zidd for More, which followed Neeraj Chopra’s training journey leading up to the Olympics. The campaign focused on his struggle, discipline, and determination, showcasing the real, unfiltered side of pursuing excellence. Rooted in authenticity, it strongly reflected Under Armour’s values and resonated deeply with Indian audiences. The campaign generated over 200 million views, more than 10% engagement, and drove a 40% increase in website traffic. What was the spark behind that…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? Beyond That Horizon, created for CEAT’s 100-year milestone, broke category norms by shifting from functional tyre advertising to creator-led storytelling. Instead of scripted performance claims, we enabled road-loving creators to share real journeys, positioning tyres as enablers of exploration. By blending CEAT’s global heritage with immersive, experience-led narratives, the campaign proved that emotional resonance can elevate brand equity in a traditionally rational category. What was the spark behind that idea? The spark was recognising that mobility today is about experience, not just…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? Two initiatives have defined MSI’s growth in India: the Expansion Program and our record-breaking Diwali Campaign. The Expansion Program scaled MSI from 10 to 50 stores post-pandemic, introduced free nationwide service camps, and helped offline partners transition to digital-first models, driving 15% sales growth. Beyond immediate business impact, we invested in the future through AI and Creator Workshops, engaging over 20,000 students by connecting them with industry professionals and real-world skills. Building on this momentum, our Diwali Campaign combined localised offers, influencer…

What is the most disruptive campaign, idea, or marketing move you have led recently, and what made it stand out? Snapdragon has traditionally operated in the background, powering smartphones, cars, PCs, and smart glasses. Over the past year, we’ve deliberately shifted from being perceived as a “chip maker” to becoming a consumer-facing brand associated with experiences. Snapdragon for India was central to this shift, bringing the brand to the forefront through culturally relevant storytelling rather than specifications. Last year, it evolved into a month-long celebration spanning XR and Auto, with Snapdragon for India – Auto Day standing out as the…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? The most disruptive idea for me has been the launch positioning of our new car, the EX30, in India with the line “The big surprise is here.” The EX30 delivers meaningful value, advanced technology, and dynamic driving performance in a compact package. This unexpected combination creates a sense of surprise while building an emotional connection with customers, making the positioning both rationally strong and emotionally engaging. What was the spark behind that idea? The spark was the desire to highlight the “BIG”…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? Our most disruptive move is a philosophy, not just a campaign: #ForwardKaroCare. It redefines insurance from a purely personal safeguard into an act of collective care. When someone buys health insurance, their premium doesn’t just protect their family; it also becomes part of a shared pool that can help a stranger in need. This reframes insurance as a social good, combining personal security with community responsibility. What was the spark behind that idea? The spark came from wanting to shift insurance from…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? The launch campaign for the new Nissan Magnite facelift in October 2024. It was the first-ever launch campaign for Nissan without a TVC, with a strong focus on regionalised, personalised, and social/digital/influencer content. The messaging was focused on “One-car, one world” and included strong proof points. This campaign also emphasised the new Magnite’s improvements, while announcing its export to 65 markets globally, along with having the car’s World Premiere in India. The launch campaign drove all-time best KPIs in terms of website…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? Disruption often starts with clarity. For Kotak’s Hausla Hai Toh Ho Jayega, the shift came from recognising a new Indian mindset: confident, aspirational, and unwilling to wait for permission. At a time when banking communication focused on eligibility and caution, we chose to redefine the brand itself. We relaunched the proposition, design language, retail and app experience, and overall identity to focus on possibility, not limitation. Emerging from an embargo, the moment demanded confident optimism. The campaign reshaped perception, strengthened brand equity,…

Google has rolled out a significant update to Gemini in Chrome, bringing a redesigned side panel, advanced image tools, deeper app integrations, and new automation features. The update is now available on macOS, Windows, and Chromebook Plus devices, and is powered by Google’s Gemini 3 AI model. According to Google, these enhancements are designed to help users multitask more efficiently, reduce tab switching, and complete complex web-based workflows directly inside Chrome. What’s New in Gemini in Chrome Gemini in Chrome Side Panel One of the biggest updates is the introduction of Gemini in a dedicated side panel. Instead of opening…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? Several initiatives have redefined how we engage audiences. Our re-release strategy transformed older films into event-led experiences driven by nostalgia and unmet demand, with titles like Interstellar, Yeh Jawaani Hai Deewani, Tumbbad, and Sanam Teri Kasam drawing massive crowds and, in some cases, outperforming their original runs. Each was marketed as a limited-time cultural moment, supported by targeted promotions, influencers, and fan engagement. Blockbuster Tuesdays addressed low weekday footfalls with a bold ₹99 pricing strategy, turning Tuesdays into a destination day and…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? As a brand committed to helping India become friends with technology, we’ve focused on meaningful connections rather than noise. Our recent ‘Happiness Project’ exemplified this approach. It was designed to bridge gaps created by limited access to essential technology. Through a six-episode format, the initiative showed how the right tech enablers can unlock aspirations, empower individuals, and help shape better futures. What was the spark behind that idea? India is full of dreamers and doers who have ambition but often lack access…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? The Honda Goes Beyond campaign has been one of our most impactful initiatives in recent years. Launched in 2022, it was designed to communicate Honda’s core strengths by highlighting a complete peace-of-mind ownership experience, including features like any time warranty. More importantly, it aimed to shift how people view their cars—not merely as modes of transport, but as trusted companions in everyday life. What truly set the campaign apart was its strong alignment with Honda’s philosophy of customer centricity and long-term value…

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 campaigns was The Tilak of Tribute for the Shreemant Dagdusheth Halwai Ganpati Mandir. The idea was to leverage the deep emotional and cultural significance of Ganeshotsav to introduce our category of lab-grown diamonds in a meaningful way. It marked the first-ever diamond donation to the temple—a 66-carat lab-grown diamond tilak presented during the festival. The campaign generated enormous visibility for Solitario, especially with lakhs of devotees attending daily, and helped establish strong cultural relevance for a relatively…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? One of our most impactful campaigns has been Journeys with Audi, created to mark the milestone of 100,000 Audi car sales in India. More than a celebratory campaign, it was designed as a reflection of human ambition and progress, closely aligned with Audi’s ethos of advancement through technology and design. The series showcased stories of extraordinary individuals, with each narrative rooted in Audi’s pillars of sophistication, performance, and vision. What made it truly disruptive was how storytelling extended beyond digital platforms into…

What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out? Two campaigns stand out for their scale and disruption. The first was the “50 Years of BMW M” campaign, which celebrated the milestone through a creative narrative of a container ship journeying from Germany to India. Ten containers revealed limited-edition launches, culminating in the BMW XM unveiling at JoyTown. JoyTown itself became a breakthrough intellectual property, blending music, gastronomy, and cars into a single immersive platform. Rooted in BMW’s core value of JOY, it attracted new audiences while deepening brand affinity through…

What is the most disruptive campaign, idea, or marketing move you have led recently, and what made it stand out? One of our most disruptive moves was the launch of the I.N.O.X. India Exclusive timepiece. For a brand rooted in global uniformity, creating a country-specific watch was a bold shift. This wasn’t just a new colourway—it was a statement of local relevance. By introducing rose gold detailing inspired by Indian sensibilities, while retaining the uncompromising toughness of the I.N.O.X. series, we challenged the idea that a watch must be either rugged or refined. What truly made it stand out was…

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 brand IPs I’ve led at ASUS is ROG Showdown. Initiated during the first COVID-19 lockdown in 2020, it began as a purely online tournament aimed at keeping gamers engaged and connected at a time when physical activations were impossible. What made it truly disruptive was how it evolved. From a digital engagement platform, it grew into a powerful offline community movement. Starting with around 300 offline participants in early 2023, it has now expanded to over 2,000…

One of the biggest highlights of the Motorola Signature is its camera system, which has earned DXOMARK Gold Label recognition and a camera score of 164, making it the top-rated camera phone in India under ₹1,00,000, according to Motorola. The device features the world’s only Triple Sony LYTIA Pro-Grade Camera System, built for users who want professional-level photography and cinematic video recording. Motorola Signature Camera Specifications The phone comes with a 50MP quad-camera setup (including the selfie camera), led by the latest Sony sensor: 50MP Sony LYTIA 828 main camera (largest 50MP sensor yet) 50MP Sony LYTIA 600 periscope telephoto…

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…