What is the most disruptive campaign, idea, or marketing move you have led recently, and what made it stand out?
Snapdragon has traditionally operated in the background, powering smartphones, cars, PCs, and smart glasses. Over the past year, we’ve deliberately shifted from being perceived as a “chip maker” to becoming a consumer-facing brand associated with experiences. Snapdragon for India was central to this shift, bringing the brand to the forefront through culturally relevant storytelling rather than specifications.
Last year, it evolved into a month-long celebration spanning XR and Auto, with Snapdragon for India – Auto Day standing out as the most disruptive initiative. Instead of a conventional launch, we created an ecosystem moment that brought together automakers, innovators, creators, policymakers, and media. With 2,000+ participants and 120+ live demos, the disruption lay in reframing Snapdragon from “a chip inside” to the intelligence enabling safer, smarter, and more immersive mobility.
What was the spark behind that idea?
The spark came from a clear challenge: Snapdragon was deeply embedded in devices but largely invisible to Indian consumers. If we wanted preference, not just presence, we had to humanise the brand. The breakthrough question was simple: What if mobility was experienced as a consumer movement rather than an industry showcase? That led us to merge culture marketing with deep-tech storytelling, positioning Auto Day as a commitment to Snapdragon for India, not just a campaign.
In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head?
Disruption today is relevance, not loudness. It’s about meaning, trust, and cultural resonance. Since late last year, our brand preference has grown by three points, while competitors have declined. That impact comes from challenging traditional playbooks, shifting from B2B-only narratives to B2C storytelling, and embedding the brand into local culture. True disruption shapes behaviour and builds communities, not just awareness.
What consumer shift, trend, or platform are you currently obsessed with—and why?
I’m obsessed with the shift from consumption to co-creation. Gen Z and young creators don’t just use technology; they shape it. Through creator collaborations, communities, and immersive platforms like AR, XR, and automotive infotainment, we’re making Snapdragon tangible and participatory. The shift from users to creators is where brands truly move with culture.
How do you see AI shaping the future of marketing—and how are you or your brand currently exploring it?
AI enables deeper personalisation, real-time insights, and predictive marketing at scale. At Snapdragon, AI is built into our products through on-device intelligence powering cameras, gaming, PCs, and smart glasses. On the marketing side, we use AI for sharper insights, dynamic content, and localised storytelling. AI moves marketing from reactive to proactive, turning every interaction into value.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
My inspiration comes from culture, conversation, and curiosity. I immerse myself in everyday stories, listen closely to creators and communities, and explore the intersection of technology and human experience. The most powerful campaigns emerge when audiences become collaborators.
Lastly, what is one marketing rule you love to break—and why?
The idea that brands must always be polished and flawless. Authenticity builds stronger trust. Showing vulnerability, learning in public, and inviting two-way conversations makes brands more human, especially in India. That honesty creates deeper engagement than perfection ever can.