What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out?
One of the most disruptive campaigns I’ve led is Under Armour’s Zidd for More, which followed Neeraj Chopra’s training journey leading up to the Olympics. The campaign focused on his struggle, discipline, and determination, showcasing the real, unfiltered side of pursuing excellence. Rooted in authenticity, it strongly reflected Under Armour’s values and resonated deeply with Indian audiences. The campaign generated over 200 million views, more than 10% engagement, and drove a 40% increase in website traffic.
What was the spark behind that idea?
The spark came directly from Neeraj Chopra himself. During a conversation, he shared a personal belief that drives him: “Har Tayyari se badkar hi Ziddari”—that persistence and determination matter as much as preparation. This insight became the foundation of Zidd for More. By telling Neeraj’s story in a raw, honest way, we were able to bring Under Armour’s philosophy of empowering athletic excellence to life through a narrative that felt real and inspiring.
In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head?
Disruption today requires focus. For me, it’s about the 3Rs: reaching the right audience, being relevant to them, and resonating emotionally. True disruption comes from strong consumer insight combined with creative clarity. I don’t believe in chasing short-term trends or controversy; impactful communication must stay true to the brand’s core philosophy.
What consumer shift, trend, or platform are you currently obsessed with—and why?
The growing integration of AI into consumers’ daily lives is reshaping how people search, curate, and personalise information. At Under Armour, this aligns with our innovation-led DNA. We’re adopting AI to manage content at scale, personalise journeys on our platforms, and explore emerging AI-led search and advertising opportunities.
How do you see AI shaping the future of marketing—and how are you or your brand currently exploring it?
AI is a catalyst for better personalisation, sharper targeting, and operational efficiency. Predictive AI helps identify relevant cohorts, while generative AI supports scalable content creation. We use AI extensively for e-commerce asset management and are exploring MarTech applications like automated email marketing, ORM, and personalised consumer journeys.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
I draw inspiration from marketing fundamentals and thinkers like Kotler, Ogilvy, Godin, and Trout. Equally important are everyday conversations with consumers, which offer real insights and help define clear guardrails for meaningful communication.
Lastly, what’s one marketing rule you love to break—and why?
“Always follow trends.” Blindly chasing trends can dilute authenticity. I believe in originality and deep audience understanding, which allows brands to set trends rather than merely follow them.