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. In a world crowded with catchphrases, memes, and labels, we chose to return The Fastest Indian to its literal meaning. Once that decision was made, everything else—the records, the journey, the storytelling—followed naturally. It became about owning the moniker through action, not assertion.
In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head?
Disruption for its own sake is passé. Knowing when to disrupt and when not to is disruptive thinking in itself. While chasing shareable content may work tactically, it’s not sustainable brand stewardship—unless content itself is the product.
What consumer shift, trend, or platform are you currently obsessed with—and why?
The global Formula One surge has my attention. An otherwise inaccessible sport has cracked mass appeal through smart content, tentpole releases, and new-media storytelling. I’m equally fascinated by brands with seemingly unhinged social personalities—like Duolingo, Ryanair, and Liquid Death—and how they drive outsized engagement.
How do you see AI shaping the future of marketing—and how are you or your brand currently exploring it?
AI, particularly LLMs, is currently a powerful bandwidth expander, though it can also become an echo chamber. Until original thinking is fully unlocked, that balance will remain. Generative AI, however, is already bridging the gap between thinking and execution, which is where its real impact lies today.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
I draw inspiration from literature—ranging from science fiction and world-building epics to classical writing, with a dash of pop culture. Staying attuned to how content is consumed across generations and platforms helps sharpen perspective. The written word remains a powerful creative stimulant.
Lastly, what’s one marketing rule you love to break—and why?
The belief in a linear customer journey. Today’s journeys are complex, non-linear, and shaped by multiple stimuli working together. Designing content for this nebulous ecosystem is what makes marketing exciting for me every day.