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 functions as a two-way platform. A recent highlight was a gaming-focused focus group where members tested the MediaTek Dimensity 8350 SoC and shared real feedback. Launched in India in June 2024, the community has grown to over 3,500 active members, hosted 19 online activities, 10 offline events, generated over 77,000 participations, and inspired more than 1,200 social media posts—driven entirely by genuine passion and curiosity.
What was the spark behind that idea?
The insight was simple: today’s tech enthusiasts want participation, not just information. We wanted to move beyond traditional marketing and create a space for real conversations, honest feedback, and a shared journey of innovation.
In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head?
Disruption today is less about flashy ideas and more about creating authentic, value-driven engagement. In a challenging economic environment, brands must rethink how they build relevance, trust, and long-term value with consumers and partners.
What consumer shift, trend, or platform are you currently obsessed with—and why?
I’m particularly focused on authenticity-driven, community-led engagement and the rise of micro-influencers. Audiences, especially Gen Z, value real experiences over polished messaging, which is reshaping marketing toward more personal, platform-native content.
How do you see AI shaping the future of marketing and how are you or your brand currently exploring it?
AI has become a transformative force in marketing, helping brands better understand consumer behaviour, optimise campaigns, and make data-driven decisions. It is redefining how we connect with audiences and accelerate growth.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
Inspiration often comes from observing how people interact with technology in everyday life. Across decades in tech, one constant has remained clear: genuine human connection is the foundation of effective marketing.
Lastly, what’s one marketing rule you love to break—and why?
I believe in constantly experimenting. What worked yesterday may not work tomorrow, and breaking conventional rules helps us stay agile, relevant, and authentically connected to our audience.