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 added a strong creative and cultural layer. This wasn’t just a product launch—it was a celebration of content and technology coming together. In 2025, we are continuing the campaign into its second year, building on its strong momentum and cultural relevance.
What was the spark behind that idea?
In a category driven by short-term campaigns, we wanted to take a more customer-centric, long-term view. The insight was simple: consumers don’t just want better specifications, they want meaningful experiences. That pushed us to move beyond conventional tactics and focus on delivering tangible value that enhances everyday entertainment.
In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head?
Disruption is about changing how people think or behave. It’s not about being louder than others, but about being more thoughtful, relevant, and meaningful in how you engage with your audience.
What consumer shift, trend, or platform are you currently obsessed with—and why?
I’m particularly focused on the shift toward a seamless digital consumer journey—from awareness to purchase. Consumers increasingly expect convenience and intuitive experiences, and digital platforms are evolving rapidly to support this expectation at every stage.
How do you see AI shaping the future of marketing, and how are you or your brand currently exploring it?
AI is already transforming marketing by automating repetitive tasks and freeing teams to focus on strategy and creativity. At Sony India, we are actively exploring AI-driven tools, in close collaboration with our headquarters in Tokyo, to support data analysis, personalisation, and smarter decision-making across marketing operations.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
Inspiration comes from many places—conversations with customers, internal team insights, cultural shifts, and sometimes even a compelling article headline. It often emerges from simply listening and observing closely.
Lastly, what’s one marketing rule you love to break—and why?
I challenge the idea that every campaign must appeal to everyone. Greater impact comes from focusing deeply on a well-defined audience and creating experiences that truly resonate with them.