What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out?
This June, we partnered with Myntra to celebrate Pride Month in a way that went far beyond surface-level symbolism. Featuring Lauren Robinson, whose bold style and unapologetic voice embodied visibility and self-expression, the campaign focused on owning one’s truth. Her words—“Colour has always been more than a vibe. It’s been my resistance. My expression. My truth.”—set the tone.
What truly made it stand out was taking Pride into a physical, public space. At Manohar International Airport, Goa, we transformed the baggage conveyor belts into a moving Pride flag. Luggage rolled out on a rainbow runway, catching travellers by surprise and turning arrivals into a powerful, joyful moment of visibility. It wasn’t just storytelling—it was an experience.
What was the spark behind that idea?
At Nasher Miles, colour is core to who we are. We don’t believe in blending in or playing it safe. The Pride community’s fearless ownership of colour mirrors our own brand DNA. Show Your Colour with Pride felt like a natural extension of our identity—a tribute to authenticity, individuality, and standing out unapologetically.
In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head?
Disruption is about consistency with surprise. It’s not about being louder, but about being smarter and more memorable. For us, it means finding fresh, stylish ways to express the same powerful cue—colour—through unexpected formats and partnerships that stick.
What consumer shift, trend, or platform are you currently obsessed with—and why?
Quick Commerce. Just as e-commerce transformed India a decade ago, Quick Commerce is redefining speed, convenience, and impulse buying today. With delivery windows shrinking to minutes, the implications for brand discovery are enormous, and we’re only at the beginning.
How do you see AI shaping the future of marketing—and how are you or your brand currently exploring it?
AI has become a powerful creative enabler for us. We use it to refine copy, test creative variants quickly, and explore AI-generated visuals and videos. It also acts as a real-time brainstorming partner—helping sharpen ideas without replacing human creativity.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
I look for ideas more than trends. We track global formats that align with our personality, follow international marketing thinking, and draw inspiration from Indian D2C brands that use storytelling and aesthetics to punch above their weight.
Lastly, what’s one marketing rule you love to break—and why?
We’ve ditched the rigid content calendar. If content doesn’t spark joy, laughter, or action, we don’t post it. Quality always wins over quantity.