What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out?
The Honda Goes Beyond campaign has been one of our most impactful initiatives in recent years. Launched in 2022, it was designed to communicate Honda’s core strengths by highlighting a complete peace-of-mind ownership experience, including features like any time warranty. More importantly, it aimed to shift how people view their cars—not merely as modes of transport, but as trusted companions in everyday life. What truly set the campaign apart was its strong alignment with Honda’s philosophy of customer centricity and long-term value creation, both for individuals and for society.
What was the spark behind that idea?
The campaign was rooted deeply in customer insight. We recognised that the car-buying journey today involves extensive exploration, comparisons, and evaluations that go far beyond the product itself. Consumers consider ownership experience, service, maintenance, and long-term reliability, and they come with high expectations from brands. We also observed that people form emotional connections with their cars. The idea was to celebrate this bond and move beyond feature-led communication, while still showcasing strengths such as our advanced CVT technology, fun-to-drive character, and ADAS features.
In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head?
For me, disruption is about creating meaningful and positive differentiation. It comes from ideas that genuinely resonate with customers while staying authentic and purpose-driven. True disruption happens when brands remain faithful to their DNA while delivering real value through thoughtful communication.
What consumer shift, trend, or platform are you currently obsessed with—and why?
I’m particularly focused on the growing influence of short-form, engaging, and informative video content. Consumers today seek quick emotional connections, and these formats allow brands to tell stories in fresh, relatable ways. They are especially effective in engaging younger audiences who continue to redefine how they interact with brands.
How do you see AI shaping the future of marketing—and how are you or your brand currently exploring it?
AI will play a significant role in shaping the future of marketing by enabling deeper consumer understanding and faster, more meaningful responses. At Honda, we actively observe and welcome advancements that improve efficiency, accuracy, and overall operational effectiveness, while enhancing the customer experience.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
My inspiration comes from real people and real stories. Customer interactions, dealership conversations, team discussions, and everyday experiences often reveal powerful emotional insights. Understanding these genuine moments helps create communication that feels authentic and relatable.
Lastly, what’s one marketing rule you love to break—and why?
The rule that says “stick to what works.” Consumer behaviour is constantly evolving, and unexpected ideas often create the strongest impact. At Honda, innovation extends beyond products to storytelling, and challenging convention helps us remain relevant and memorable.