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” innovations and technology that define Volvo, while linking them directly to human emotions. As a marketer, I was given the freedom to express this emotional side of the brand, allowing us to move away from conventional category communication and focus on how innovation can genuinely resonate with people.
In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head?
Disruption today is content that can capture more than three seconds of attention on social media. In an environment of endless scrolling, the ability to pause, engage, and spark curiosity is the real differentiator.
What consumer shift, trend, or platform are you currently obsessed with—and why?
As a platform, I’m deeply interested in podcasts because they allow for longer, more meaningful engagement. As a trend, I’m fascinated by how consumers are increasingly investing in experiences that create lasting memories and fulfilment. I’m also obsessed with the shift where purchase decisions are no longer individual, but influenced by families and peer groups.
How do you see AI shaping the future of marketing—and how are you or your brand currently exploring it?
Digital marketing was once a major disruption and is now the norm. With the addition of AI, its potential has expanded significantly. AI enables deeper consumer insights, more relevant messaging, and better optimisation of resources. It helps improve marketing ROI by enhancing consumer connection with the product while making spending more efficient. AI is steadily becoming an essential marketing tool.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
My inspiration comes entirely from consumer insights. I immerse myself in the consumer’s world by observing their habits, behaviours, and motivations. By understanding how people think, feel, and make choices, I’m able to create narratives that are authentic, relevant, and aligned with real aspirations.
Lastly, what’s one marketing rule you love to break—and why?
An overemphasis on ROI-driven marketing. Breaking away from rigid measurement allows marketers to take creative risks and explore ideas that cannot always be quantified, but often build stronger, more meaningful brands.