What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out?
Our most disruptive move is a philosophy, not just a campaign: #ForwardKaroCare. It redefines insurance from a purely personal safeguard into an act of collective care. When someone buys health insurance, their premium doesn’t just protect their family; it also becomes part of a shared pool that can help a stranger in need. This reframes insurance as a social good, combining personal security with community responsibility.
What was the spark behind that idea?
The spark came from wanting to shift insurance from a transactional product to a purpose-driven one. While data and rational benefits matter, they don’t move people emotionally. We realised humans are wired for empathy. By showing customers how their premium could support life-saving care for someone they may never meet, we turned a routine purchase into a meaningful, selfless act.
In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head?
Disruption isn’t about louder ads or bigger budgets. It’s about changing mindsets. True disruption is emotional, moving from transactions to trust, and from one-time purchases to long-term relationships. With #ForwardKaroCare, it means shifting insurance from “something I buy for myself” to “something that helps my community.”
What consumer shift, trend, or platform are you currently obsessed with—and why?
I’m focused on authentic storytelling through micro- and macro-influencers. Today’s consumers can spot sales pitches instantly. They prefer real voices they trust. By working with credible creators across languages, we’ve built authenticity and reach that traditional advertising struggles to deliver.
How do you see AI shaping the future of marketing—and how are you or your brand currently exploring it?
AI’s biggest role is scaling empathy. It brings the IQ through data, targeting, and optimisation, while humans bring EQ. We’re using AI to improve personalisation and customer experience. Our chatbot, BOING, resolves many queries, allowing human teams to focus on more sensitive, emotional interactions.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
From our MD & CEO, Dr Tapan Singhel, whose vision of empathetic, customer-first insurance shapes everything we do, and from my team. Creating a culture where people feel heard leads to more honest ideas and emotionally resonant campaigns.
Lastly, what’s one marketing rule you love to break—and why?
That insurance must always be serious. We’re moving away from fear-driven messaging and making insurance approachable and human. We’re not selling policies; we’re selling peace of mind, and that can be done with warmth, relatability, and even humour.