What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out?
Beyond That Horizon, created for CEAT’s 100-year milestone, broke category norms by shifting from functional tyre advertising to creator-led storytelling. Instead of scripted performance claims, we enabled road-loving creators to share real journeys, positioning tyres as enablers of exploration. By blending CEAT’s global heritage with immersive, experience-led narratives, the campaign proved that emotional resonance can elevate brand equity in a traditionally rational category.
What was the spark behind that idea?
The spark was recognising that mobility today is about experience, not just transportation. Consumers seek freedom and discovery, and CEAT, as a century-old brand built for every terrain, shares that passion. Rather than leading with product features, we let authentic explorers tell their stories, allowing the brand’s spirit to surface naturally through lived experiences.
In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head?
Disruption is understanding category rules deeply enough to expand them meaningfully. In tyres, performance cues still matter, but disruption comes from adding unexpected emotional layers. It’s not about rejecting the past, but evolving it to feel familiar yet fresh.
What consumer shift, trend, or platform are you currently obsessed with—and why?
I’m fascinated by exploration becoming mainstream, from planned adventurers to spontaneous travellers. Platforms like Instagram and YouTube amplify this shift, where one reel can inspire thousands. It’s the perfect space to show tyres as partners in journeys, not just necessities.
How do you see AI shaping the future of marketing—and how are you or your brand currently exploring it?
AI is sharpening relevance across marketing. At CEAT, it helps identify audience clusters, optimise media in real time, predict content performance, and streamline services like e-claims. AI doesn’t replace creativity, it enhances precision, timing, and contextual connection.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
Inspiration comes from real life, travel, conversations, and everyday moments. Exposure beyond the marketing bubble helps me see the brand through consumers’ eyes.
Lastly, what’s one marketing rule you love to break—and why?
The linear funnel. Consumers move fluidly between inspiration and action, so campaigns should allow discovery, learning, and conversion to happen together, creating more natural and effective brand experiences.