What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out?
As a brand committed to helping India become friends with technology, we’ve focused on meaningful connections rather than noise. Our recent ‘Happiness Project’ exemplified this approach. It was designed to bridge gaps created by limited access to essential technology. Through a six-episode format, the initiative showed how the right tech enablers can unlock aspirations, empower individuals, and help shape better futures.
What was the spark behind that idea?
India is full of dreamers and doers who have ambition but often lack access to the right resources. That insight shaped the ‘Happiness Project’. By understanding individual challenges and equipping participants with relevant technology, we helped simplify their journeys, improve decision-making, and create tangible progress toward their goals.
In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head?
Disruption goes beyond innovation for me. It’s about creating intuitive, seamless experiences rooted in a deep understanding of evolving consumer behaviour. It requires rewriting rules and shifting focus from being the first to launch to being the first to make a meaningful impact.
What consumer shift, trend, or platform are you currently obsessed with—and why?
Today’s consumers expect fluid omnichannel experiences where online and offline interactions blend effortlessly. Personalisation is no longer optional; it’s expected. Additionally, as smart devices and connected ecosystems grow, consumers increasingly value compatibility, convenience, and continuity across platforms.
How do you see AI shaping the future of marketing—and how are you or your brand currently exploring it?
Marketing has moved beyond broad demographics to hyper-personalisation powered by AI. What excites me is AI’s ability to convert data into actionable empathy. At Reliance Digital, we’re exploring AI for content generation, customer insights, and campaign performance automation, with the goal of building deeper loyalty and more intuitive brand experiences.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
My inspiration comes from the intersection of India and Bharat, connected by technology. A gamer in Mumbai on a high-end laptop and a student in rural Rajasthan attending online classes on a smartphone reflect the same aspiration. These real-life moments help translate emotion into stories that truly resonate.
Lastly, what’s one marketing rule you love to break—and why?
“Stick to the script.” I prefer real-time, unscripted narratives that humanise technology. Livestream demos, behind-the-scenes content, and concepts like a ‘tech dost’ create authenticity. That genuine connection builds stronger brands, which, to me, is real marketing.