In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head?
I take a slightly offbeat view of disruption. Too often, it becomes a Holy Grail that marketers chase endlessly—much like virality. Over time, I’ve learned to focus first on getting the fundamentals right: a sound strategy, well-planned tactics, and campaigns that run smoothly and deliver consistently. Only after that do we invest time and resources into disruptive ideas. Importantly, we never pursue disruption for its own sake. Every innovative campaign must answer one clear question: Why is it needed? If there isn’t a tangible, business-relevant rationale, we don’t execute—no matter how differentiated the idea may seem.
What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out?
At a time when digital dominates conversations around innovation, we executed a campaign that brought television and social media together in a meaningful way. During a major sports tournament, TV viewers were invited to share their favourite memories related to our brand or product on social media for a chance to win prizes. By keeping the focus firmly on the brand and its benefits, we encouraged active consumer participation. The online engagement was significant and extended the TV campaign beyond its traditional boundaries into an interactive, social-first experience.
What was the spark behind that idea?
The insight was straightforward: TV remains unmatched for mass reach, but it does little to drive engagement. In today’s digital-first environment, we needed to move beyond one-dimensional TV advertising and build a more holistic campaign that encouraged audiences to actively reflect on what they value about the brand or product.
What consumer shift, trend, or platform are you currently obsessed with—and why?
CRM is the true game-changer. With advanced digital targeting now possible at scale, collecting the right data and using it effectively across the customer journey—from awareness to post-purchase—is becoming a critical differentiator for brands.
How do you see AI shaping the future of marketing—and how are you or your brand currently exploring it?
AI is already embedded across marketing, from planning to execution. Its biggest advantages are speed, scale, and efficiency—especially in performance marketing and customer interactions. However, while AI can generate outputs quickly, human oversight remains essential to maintain quality, relevance, and strategic intent.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
Inspiration can come from anywhere, which is why staying observant and receptive is crucial. I draw heavily from marketing case studies, industry conversations, documentaries, and increasingly, podcasts and business-focused video content.
Lastly, what’s one marketing rule you love to break—and why?
I consciously resist chasing every new trend or digital fad. Instead, I focus on executing marketing fundamentals well and avoid vanity projects that look impressive internally but add little real business value.