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 the A’ Design Awards. Both worked because they were experiences, not ads.
What was the spark behind that idea?
The spark was fatigue with soulless marketing. For Aprilia, we dropped the spec sheet and focused on how riding feels. For Vespa, inspiration came from admiration for India’s heritage and asking how a global icon could greet local culture meaningfully. Both ideas came from the belief that great marketing reveals a truth rather than sells a product.
In today’s cluttered market, what does ‘disruption’ truly mean to you as CMO/Marketing Head?
Disruption is relevance, not volume. It’s about spotting overlooked cultural or emotional insights and having the courage to act on them. True disruption reframes familiar ideas in ways that feel fresh yet authentic to the brand.
What consumer shift, trend, or platform are you currently obsessed with and why?
I’m focused on the Indian scooter buyer shifting from utility to identity. With Vespa, we’re shaping a luxury scooter category where experience, design, and aspiration matter more than price.
How do you see AI shaping the future of marketing and how are you or your brand currently exploring it?
AI is a creative co-pilot. It sharpens insights and frees teams to focus on storytelling. The future is AI empowering human creativity, not replacing it.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
From fundamentals, understanding the brand, audience, and problem, and from observing life, conversations, culture, and everyday behaviour. Great ideas live where human truth meets cultural moments.
Lastly, what’s one marketing rule you love to break and why?
“Think outside the box.” I prefer building a strong box first, clear strategy, sharp insight, then creativity. Enduring brands come from good storytelling, not flashy gimmicks.