What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out?
The launch campaign for the new Nissan Magnite facelift in October 2024. It was the first-ever launch campaign for Nissan without a TVC, with a strong focus on regionalised, personalised, and social/digital/influencer content. The messaging was focused on “One-car, one world” and included strong proof points. This campaign also emphasised the new Magnite’s improvements, while announcing its export to 65 markets globally, along with having the car’s World Premiere in India. The launch campaign drove all-time best KPIs in terms of website visits and showroom walk-ins, despite being in its 5th year since its introduction to the market.
What was the spark behind that idea?
The B-SUV segment is one of the most competitive segments in the Indian automotive industry, with the highest number of players and one of the largest media spends for launches. Nissan was bringing a facelift to market while several OEMs introduced fully new nameplates and powertrains along with large-scale media spends and campaigns. Hence, the objective was to maximise the marketing budgets in the most effective way to stand out against competition with a unique message, instead of a traditional approach of media mix.
In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head?
Drive the mindset to “defy ordinary” in terms of breaking conventions. To me, it also means experimenting with new ways of engaging with customers and bringing products to the market differently.
What consumer shift, trend, or platform are you currently obsessed with—and why?
I would say influencer management and hyperlocal personalisation, along with the use of AI-based tools to drive marketing. All this greatly enhances a brand’s ability to connect with customers locally, contextually, and in engaging ways.
How do you see AI shaping the future of marketing—and how are you or your brand currently exploring it?
I feel AI will help in assisting and enhancing the speed of execution of campaigns. And I also feel that it will give us dynamic ways of creating personalised content and enhancing customer experience.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
My kids, with their curiosity and positive mindset. They inspire me to take bold decisions and move mountains.
Lastly, what’s one marketing rule you love to break—and why?
Don’t think of a “Marketing campaign” when you sit with your agency. And “defy ordinary” should be the mindset!