The 5 Most Remarkable CMOs to Watch in 2025

INDIA Turning Purpose into Action Marketing's Role in Leading ESG and Sustainability Narratives The 5 2025 From Metrics to Meaning Measuring What Really Matters in Marketing

Marketing is no longer about the stuff that you make, but about the stories you tell.

INDIA Unveiling the New Face of Editor's Marketing Leadership Perspective arketing was once a In this special edition, The 5 Most megaphone—loud, linear, Remarkable CMOs to Watch in 2025, we M and one-directional. It bring you a curated spotlight on the boldest shouted from rooftops, filled airwaves, marketing visionaries who are redefining and painted billboards with persuasive what it means to lead with creativity, clarity, promises. But time has rewritten the and conscience. These aren't your typical CREDITS rules. Marketing today is a conversation, brand stewards. They are storytellers, risk- a commitment, and a living, breathing takers, and insight-driven leaders who are relationship between brands and the building bridges between companies and people they serve. It listens as much as it communities—one bold idea at a time. speaks. It reads the room, respects its audience, and responds with empathy, The motive behind this edition is to ADDRESS MANAGING EDITOR agility, and purpose. What once centered recognize the individuals turning marketing Abhishek Roy Business Minds Media Tech LLP. into a mission. Through data, design, and on campaigns now centers on human insight, these changemakers are connection, and the minds behind this O?ce No. 503, Spot18 Mall, Rahatani, ART & DESIGN HEAD demonstrating that marketing isn't just about shift are shaping culture, values, and Pune 411017 selling, it's about serving, standing up, and trust. Abhilash Singh standing out. Business Minds Media Tech LLC. BUSINESS DEVELOPMENT MANAGER The future of marketing won't be measured 5830 E 2nd St, Ste 7000 Sapna Walunjkar by reach alone, but by resonance. It will #13042, Casper, reward those who are curious enough to Wyoming 82609 United States EXECUTIVES question, brave enough to disrupt, and wise enough to listen. As you read through the Nisha Salunke stories in these pages, you'll glimpse the new CONTACT US face of marketing leadership, one that's equal MARKETING MANAGER info@businessmindsmedia.in parts heart and strategy, insight and intuition. Rajesh Gupta The kind that doesn't just follow trends but +91 9834514296 BM I N D I A dares to set them. TECHNICAL HEAD Sam Fernandez FOLLOW US DIGITAL MARKETING MANAGER Amit Singh CIRCULATION MANAGER Rohan Agrawal Abhishek Roy ACCOUNTANT - Managing Editor Melina D’souza www.businessmindsmedia.in

Cover Story Kavita Kerawalla TABLE OF CONTENT Shattering the Mold of 06 Traditional Schooling 16 Bringing Multicultural and Multisector Experience to the Profiles Forefront of Sustainability Marketing Articles Profiles Culturally Responsive Education Mrs. Aiswarya Sivanesh Teaching for a Nurturing Humanity Through 18 Globalized World 14 Education 16 24 Deepesh Rastogi Tanishk Pandey Reimagining Classrooms Building Intelligent Journeys in IT Shaping Modern Wellness Through Dr. Grace Pinto Creating Gender-Responsive and Customer Experience Ayurveda and Storytelling 32 Lighting the Lamp of Learning 22 Learning Environments CONTENT Hira Prasad TABLE OF Turning Schooling into a 28 Journey of Purpose From Metrics to Meaning: Measuring What Really 20 Matters in Marketing Sudha Kaviarasu Rewriting the Rules of Learning 36 Turning Purpose into Action Marketing's Role in Leading 28 ESG and Sustainability Narratives

C o S t v o e r y r Bringing Multicultural and Multisector Experience to the Forefront of Sustainability Marketing Neha Saxena Head of Marketing, Accacia Today's marketers need to speak three languages: audience empathy, algorithmic logic, and commercial impact. Cross- functional fluency is no longer optional.

The 5 Most Remarkable CMOs to Watch in 2025 very day, the global a marketing future where AI doesn't where the focus was on building conversation shifts—carbon just serve the customer—but intuitively brands within established categories, footprints are no longer an understands them. E Accacia presented a rare, ground-up afterthought, and sustainability isn't a opportunity—to cra? not just a brand, distant goal, but an urgent mandate. As Turning Insight into Action but an en?rely new category: industries look for ways to adapt, Sustainability Tech. innovate, and thrive while preserving Reflecting on real-world impact, Neha the planet, the line between technology recalls her time at PepsiCo, where AI- At Accacia, sustainability wasn't and the environment is growing ever powered cart analysis revealed a treated as a marketing angle—it was closer. From AI-powered climate-tech surprising drop-off point in the the product. Neha positioned the platforms to green construction eCommerce purchase journey. Acting platform as more than just a tool for aggregators, the race is on to build a on these insights, the team restructured carbon accounting; she framed it as a future that is not just sustainable, but product detail pages and created partner in real estate's decarbonization regenerative. platform-specific content at scale, journey. By fusing climate data with driving a more than 40% uplift in compelling storytelling, she engaged Amid this groundswell of innovation, conversion rates. At Accacia, a leading key stakeholders to not only measure one voice is helping steer the sustainability tech platform, she emissions but reimagine their role in message—and the mission—with applied AI-driven intelligence to create shaping a low-carbon future—through clarity and conviction. As Head of impactful, localized smarter materials, greener buildings, Marketing at Accacia, Neha Saxena narratives—leveraging geographic and proactive energy strategies. is at the helm of a climate-tech AI sustainability data to tailor content platform and green construction strategies. This enabled hyper-local This role marked a fundamental shift aggregator, turning complex emissions messaging and more efficient media for Neha: from marketing consumerist data and net-zero targets into stories spending, showcasing how data and products to championing sustainability that move markets and mindsets. storytelling, when purposefully fused, as something deeply aspirational. It can drive both meaningful became a confluence of her Neha Saxena's career spans multiple environmental impact and marketing values—purpose-led innovation, industries and geographies, yet her performance. measurable impact, and using leadership has consistently been guided marketing not just to sell, but to by a clear set of principles: empathy, Scaling eCommerce Across Different mobilize change. clarity, and adaptability. Whether she Terrains was shaping consumer experience at The Predictive Horizon of Charles & Keith across APAC or Neha has successfully driven Personalization leading sustainability marketing at eCommerce expansion across both Accacia on a global scale, Neha has emerging and developed markets—a Neha believes that AI is poised to remained committed to listening with feat that demands nuanced strategy. In radically transform intent, aligning teams around a shared developed markets, she notes, personalization—from being reactive vision, and adjusting strategies in precision is everything. These regions to truly predictive. Over the next five response to cultural and market benefit from robust data infrastructures years, she sees hyper-personalized nuances. These core values have and more mature consumer journeys, experiences becoming the norm across served as her compass across sectors allowing for advanced segmentation, consumer goods, retail, real estate, and ranging from FMCG and retail to the predictive modeling, and lifecycle even healthcare. By leveraging real- rapidly evolving world of PropTech. marketing. Meanwhile, in emerging time behaviors, contextual triggers, and markets, the game shifts. The focus subtle micro-indicators, brands will Leading a Revolution in Emissions becomes accessibility, education, and create journeys that anticipate user Tech building consumer trust. Here, mobile- needs before they're explicitly first user experiences, simplified expressed. Whether it's auto- For Neha, the most defining project of messaging, vernacular content, and replenishment of household staples in her career has been leading the strong marketplace partnerships play a FMCG, personalized colourways in company's integrated marke?ng pivotal role. According to Neha, fashion, or region-specific green transforma?on. Unlike previous roles success lies in recognizing that "scale" solutions in real estate, Neha envisions 08 09 www.businessmindsmedia.in www.businessmindsmedia.in

has different meanings depending on understand and rally behind. She function but as an act of conscious context—and designing strategies that framed transformation not as a presence. Before making decisions, she honor those distinctions without disruption, but as a shared opportunity pauses. Before speaking, she listens. compromising agility or innovation. for reinvention. This reflective practice allows her to notice what isn't said—the unsurfaced Bridging the Old and New Leading With Cultural Intelligence concerns, the quiet tensions, the emotional undercurrents within teams. When it comes to digital Having lived and worked across India, transformation in legacy organizations, Singapore, and global roles, Neha's Rather than lead with assumptions, Neha brings a grounded, results- leadership style has become a blend of Neha begins with empathy—tuning oriented approach. Reflecting on her cultural intelligence and mindful into people, cultures, and the moment. experience at Abbott, she recalls how presence. Her years in Singapore This ability to create psychologically entrenched systems often resist taught her the power of structure, safe spaces, where every voice is change—not out of defiance, but due to foresight, and intentional planning, honored and every perspective matters, sheer operational complexity. Her while her experiences in India instilled is what sets her apart. By balancing solution was to begin small and smart: in her a deep appreciation for global performance standards with a launching modular, minimum viable adaptability, resilience, and the ability meditative awareness of local context products (MVPs) that could to thrive in dynamic environments. and human dynamics, Neha leads demonstrate quick ROI. These early teams that not only deliver but wins weren't just about metrics—they But beyond professional milestones, thrive—with clarity, compassion, and became persuasive stories that brought Neha's approach is deeply rooted in purpose at their core. skeptical stakeholders on board. Neha's personal awareness. A long-time strength lay in translating technical practitioner of mindfulness, she sees The INSEAD Catalyst shifts into language the business could leadership not just as a strategic Neha credits her MBA journey at INSEAD as a pivotal moment in her leadership evolution. Immersed in a classroom that brought together more than 90 nationalities, Neha was elected Vice President of the Student Council by over 500 peers—a role that demanded not only organizational acumen but also cultural fluency and emotional intelligence. It was here that she refined her systems thinking and learned to lead from the middle, rallying diverse voices into unified action. For Neha, innovation is no longer just about disruptive ideas—it's about cultivating environments where bold thinking can thrive, evolve, and deliver collective value. Her INSEAD Change doesn't happen through experience laid the foundation for the way she now influences global disruption alone. Sometimes it business strategy: inclusive, takes one small, well-executed intentional, and always impact-driven. MVP to shift an entire organization's mindset. 010 011 www.businessmindsmedia.in www.businessmindsmedia.in

Curiosity, Code, and Creative complementary engines driving audiences—not just to inform, but to Instinct marketing excellence. At Accacia, she's transform behavior. She's particularly pioneered a collaborative approach that excited about innovations like VR- According to Neha, high-performing brings content creators and data powered green building walkthroughs, marketing teams today must possess scientists into the same room—starting which bring future-forward three essential traits: curiosity, agility, campaign planning with insight and sustainability visions to life, and and cross-functional fluency. The ending with measurable impact. Her blockchain-enabled material traditional silos of brand versus data no philosophy is clear: data should traceability, which adds layers of longer hold up in a world where sharpen creative instinct, not suppress accountability and trust to machine learning and behavioral it. Whether it's storytelling for environmental claims. In Neha's view, analytics shape every campaign. Neha sustainability or positioning a new tech these technologies elevate marketing believes marketers now need to platform, Neha ensures that every from message delivery to emotional oscillate effortlessly between audience narrative is grounded in purpose and resonance, blending the rational with archetypes and algorithmic insights. In every performance indicator reflects the sensory in ways that truly move her view, the best teams are those that meaningful engagement. In an age people. It's marketing that not only stay hungry to learn, adapt quickly to increasingly shaped by automation, her speaks—but acts. evolving tech landscapes, and operate leadership continues to champion both seamlessly across creative, analytical, art and analytics. Mantra for Marketing Leaders of and commercial functions. For Neha, Tomorrow excellence in marketing lies at the Marketing at the Edge of intersection of adaptability and depth. Sustainability and Immersion When asked what she'd tell aspiring marketers hoping to lead global Striking the Modern Marketing Neha is deeply inspired by the transformation, Neha offers a succinct Balance convergence of sustainability but profound mantra: own your voice, technology and immersive storytelling. but stay in beta. She believes that Neha views creativity and performance For her, this intersection represents a impactful marketing leadership metrics not as competing forces but as seismic shift in how brands can engage requires the confidence to take a stand and the humility to keep evolving. For Neha, transformation isn't a one-time leap—it's an iterative journey powered by curiosity, clarity, and adaptability. Her advice reflects a leadership style rooted in listening just as much as leading, and a deep understanding that global relevance is earned through continuous refinement, not static BM I N D I A perfection. INSEAD taught me that innovation is a team sport. Bold thinking matters—but what truly scales is shared conviction and inclusive execution. 012 013 www.businessmindsmedia.in www.businessmindsmedia.in

Creativity without strategy is art. Creativity with strategy is advertising.

Deepesh Rastogi Project Manager Deepesh Agilus Technologies Rastogi Building Intelligent Journeys in IT and Customer Experience eepesh Rastogi doesn't just A Creator at Heart Purpose-Driven Leadership at talk about transformation—he Agilus Technologies D builds it, layer by layer, user Few professionals can claim to have by user. With over 18 years of repeatedly built from scratch—new Currently serving as the SVP and experience in software solutions, products, new teams, new strategies, Chief Sales & Marketing Officer at offering design, program management, new revenue streams. Deepesh can. Agilus Technologies, Deepesh is and business development, he has Over the years, he has stepped into instrumental in shaping the go-to- established himself as a force of white spaces where structures didn't market and branding strategy for a thought and action in the IT services exist and drawn the lines that would company that delivers cutting-edge IT and digital solutioning space. Whether later define business practices and solutions. Agilus may be relatively new creating entirely new lines of business industry norms. This gift for “zero-to- as a name, but it carries the experience or crafting solutions that allow clients one” execution has become a defining of over 1,000 digital transformation to get more out of their existing theme of his professional life. He success stories across sectors. It is in infrastructure, Deepesh's work has thrives in high-pressure environments, this environment—where precision always focused on one central where deadlines are tight, and stakes meets innovation—that Deepesh's principle: delivering tangible value as are high—but quality and trust can't be leadership finds a natural home. swiftly and sustainably as possible. compromised. At Agilus, he helps steer an Throughout his career, he's been drawn His experience spans across organization committed to simplifying not only to the technical side of disciplines, yet his strength lies in IT infrastructure through automation, innovation but also to its emotional bringing them together. From scripting analytics, and real-time visibility. The core—the customer. His passion lies in customer journeys to streamlining company doesn't just provide I've always understanding real-world problems and backend IT operations, Deepesh software—it delivers peace of mind to believed that developing experiences that make approaches each initiative with a CIOs, CTOs, and tech leaders by technology more accessible, more systems-level perspective. His method resolving persistent challenges like technology should intuitive, and more impactful. For him, involves aligning internal teams, interoperability issues, monitoring serve people, not success is not just about launching clarifying deliverables, and building blind spots, and operational products or services. It's about feedback loops that ensure inefficiencies. With Deepesh the other way launching confidence in the customer's improvements never stop once a overseeing Sales and Marketing, around. My role is ability to realize outcomes from their solution is live. Agilus is making sure that each tech investments—faster, smarter, and solution is understood not only in to make sure we more cost-effectively. never lose sight of that. 016 017 www.businessmindsmedia.in www.businessmindsmedia.in

The 5 Most Remarkable CMOs to Watch in 2025 terms of its features but its relevance to outcomes that are predictable, Branding with a Brain and a actual business needs. measurable, and repeatable. He works Backbone closely with internal teams to ensure He understands that even the smartest that innovation doesn't outpace Marketing is another space where tech won't gain traction if it doesn't usability and that progress always stays Deepesh brings his storytelling ability connect with people. This is why he meaningful. to life. Drawing on his interest in pays special attention to product branding, he ensures that every positioning, language clarity, and Entrepreneurial Drive in an communication from Agilus reflects customer education—making sure that Enterprise Shell clarity, intent, and value. He's deeply Agilus' advanced platform powered by invested in building not just visibility open-source LLMs and generative AI Deepesh's professional DNA has an but credibility—branding that doesn't isn't just smart, but trusted and usable. entrepreneurial code woven through it. promise the moon but delivers what it He treats every new assignment like a commits to. Technology with Empathy startup—lean, experimental, and driven by real-world feedback. This With customers demanding quicker One of Deepesh's most distinguishing agility has made him a powerful ROI and more intuitive platforms, traits is his ability to blend strategic growth engine for the organizations he marketing today has moved far beyond rigor with empathy. This isn't just has served. At Agilus, this glossy brochures. It's about conveying about customer-centricity as a entrepreneurial instinct translates into confidence. Deepesh understands this buzzword—it's about living the spotting market opportunities early, and structures his campaigns to be question: What would I want if I were adapting campaigns fast, and launching informative, actionable, and aligned in the customer's shoes? That customer outreach programs that feel with the product's core promise. perspective has shaped his belief in personal rather than promotional. building not only smart systems but Building the Future, Thoughtfully simple ones. His vision for IT is rooted He's also known for his strong in clarity, not complexity. mentorship skills. As someone who has As businesses become more reliant on created practices and businesses from digital infrastructure, the need for The tools and frameworks Deepesh the ground up, Deepesh enjoys intelligent automation, proactive supports—whether in IT Ops nurturing talent and instilling insights, and real-time support will automation, compliance visibility, or ownership among his teams. He doesn't only increase. Deepesh is preparing diagnostics—are all designed with end- believe in micro-managing; he believes Agilus to lead that shift, not chase it. user ease in mind. He often points out in guiding people to their best work by His focus remains clear: helping that sophistication in technology giving them the right tools and the enterprises make smarter IT decisions, doesn't mean convoluted interfaces or freedom to solve problems their way. reduce noise, and accelerate impact. jargoned conversations. It means Through every new initiative, one thing remains constant in Deepesh Rastogi's approach—the drive to build with purpose, to create with context, BM I N D I A and to lead with integrity. 018 www.businessmindsmedia.in

From Metrics to Meaning Measuring What Really Matters in Marketing arketing today is more views, likes, or follower counts—can measurable than ever. provide a fleeting sense of M Dashboards glow with accomplishment but often lack direct graphs. Spreadsheets stretch into the connection to business outcomes. thousands of rows. Teams can track They're visible, they're easy to report, impressions, clicks, opens, but they rarely move the needle. conversions, likes, shares, sentiment, bounce rates—the list goes on. But Take email open rates, for example. It here's the hard truth: just because might be satisfying to see a 40% open something is measurable doesn't mean rate on a campaign, but what does it it's meaningful. really tell you? Did it lead to engagement? Conversions? Did it Somewhere between the KPIs and change perceptions, build trust, or quarterly reviews, it's easy for deepen loyalty? Without the context of marketers to lose sight of why we intent and outcome, the number is just measure in the first place. The real goal noise. isn't to collect numbers—it's to generate insight. Insight that guides Why Measurement Needs a Reframe decisions. Insight that drives growth. Insight that builds trust, loyalty, and The purpose of marketing is to create long-term value. That's where the shift value—for the business and for the from metrics to meaning begins. customer. Therefore, measurement should align with value creation. The The Metrics Trap most effective marketing leaders ask not “What can we measure?” but Modern marketing technology makes it “What should we measure to tempting to track everything. The understand if we're creating real problem is, not all metrics are created impact?” equal. Vanity metrics—like page 020 021 www.businessmindsmedia.in www.businessmindsmedia.in

This mindset shift requires moving 4. Engagement Quality, Not Just Building a Culture of Meaningful beyond surface-level metrics and Quantity Measurement digging into those that reveal insight into behavior, motivation, and Engagement metrics—time on page, Making this shift requires a cultural outcomes. It's not just about what shares, comments—become more change inside marketing teams. It starts happened, but why it happened, what it valuable when linked to quality. Is the by: meant, and what to do next. engagement thoughtful? Does it signal intent or alignment with your brand • Redefining success around Meaningful Marketing Metrics: values? Raw numbers can't answer outcomes, not activity What Really Matters that; smart analysis can. • Encouraging curiosity instead of chasing safe metrics So, what does meaningful 5. Conversion Efficiency • Teaching critical thinking in how measurement look like? Here are some data is interpreted and presented pillars to focus on: Not just how many converted, but how • Collaborating across efficiently. What's the cost per qualified departments to connect 1. Customer Lifetime Value (CLV) lead or customer? How many marketing efforts with broader touchpoints did it take? Efficient business objectives Rather than measuring isolated conversions speak to the strength of transactions, CLV looks at the long- your strategy and execution. Measurement is not just a reporting term value a customer brings over the function—it's a leadership function. entire relationship. Marketing that 6. Strategic Impact When used well, it shapes direction, increases retention, loyalty, and repeat supports innovation, and builds business has a much higher ROI than Did marketing help open a new alignment between marketing and the campaigns that just generate first-time market? Strengthen a partner rest of the business. clicks. relationship? Shift a perception that was limiting growth? These are big- Conclusion 2. Brand Trust and Perception picture wins that might not be captured by traditional KPIs but matter In an age where data is abundant, Brands that are trusted are bought, enormously to the business. meaningful measurement is a recommended, and defended. While competitive advantage. It keeps teams harder to quantify than conversions, The Human Side of Metrics focused, customers understood, and sentiment analysis, Net Promoter Score strategies aligned. The transition from (NPS), and brand lift studies can give Meaningful marketing measurement metrics to meaning isn't about rejecting valuable insight into how your brand is also means making room for numbers—it's about elevating them. perceived—and whether your qualitative insight. Numbers alone messaging resonates. can't tell you what it felt like for a By focusing on the insights that customer to interact with your brand. actually drive customer value and 3. Attribution with Context They can't explain a sudden drop in business growth, marketers can move engagement after a tone-deaf from being viewed as tacticians to Attribution models help understand campaign. Interviews, feedback loops, being trusted strategic partners. And in what channels contribute to and ethnographic studies help put that shift, marketing becomes not just BM I N D I A conversions, but context matters. Are emotion and context back into the data. measurable, but truly impactful. you measuring the whole journey or just the last click? Are you capturing Too often, data becomes a wall instead the real human behavior behind the of a window. The most successful decision? Blended, multi-touch, or marketing strategies are those where even qualitative attribution models data complements, rather than replaces, often tell a more accurate story. human intuition. 022 023 www.businessmindsmedia.in www.businessmindsmedia.in

Tanishk Shaping Modern Wellness Through Ayurveda and Storytelling Pandey anishk Pandey is the Co- Pawanjot Kaur and Astha. Together, understand the tangible Founder and Chief Marketing their combined expertise launched benefits—whether for skin, hair, T Officer of Ayuvya Ayurveda, Ayuvya—a brand rooted in ancient memory, or overall well-being. His a pioneering brand with a vision to remedies, steeped in genuine productions center less on selling and transform how people perceive and transformation, and ready for more on inviting audiences into a experience Ayurveda. With years of widespread adoption. shared journey toward holistic self- experience in marketing and care. advertising, coupled with skills in film Bridging Ancient Wisdom with direction, scripting, film production, Modern Storytelling Crafting Trust Through and storyboarding, Tanishk skillfully Transparency and Clarity marries ancient wisdom with In his role as CMO, Tanishk leads expressive storytelling. As the driving brand strategy, marketing campaigns, Ayuvya's message is simple: authentic, force behind Ayuvya's brand narrative alliance-building, and the creation of sustainable, cruelty-free, chemical-free and outreach, he is crafting a product concepts. His ability to craft Ayurvedic products curated by movement that celebrates authentic compelling narratives ensures Ayuvya Ayurvedic Acharyas. Tanishk ensures Ayurvedic solutions, sustainability, and stands out—not as just another this message is communicated clearly deep emotional resonance. wellness brand, but as a trusted source and convincingly. He designs brand rooted in authenticity and heritage. By messaging that addresses modern consumers' scientific curiosity while From Creative Ambitions to CMO of spotlighting stories like Pawanjot's skin transformation and the discovery of a honoring traditional roots. an Ayurvedic Brand 300-generation-old Vaidya in Varanasi, Before joining Ayuvya, Tanishk he builds a brand identity that feels immersed himself in the marketing and personal, historic, and advertising world, earning credits as a transformational. Tanishk Pandey filmmaker and storyteller. His talents don't just deliver messages—they Every marketing campaign is rooted in Co-Founder and CMO, weave immersive experiences that the product's Ayurvedic lineage. Ayuvya Ayurveda connect viewers to deeper narratives. Through short films, user stories, and This storytelling acumen became educational content, Tanishk helps essential when he joined hands with consumers relate emotionally and 024 025 www.businessmindsmedia.in www.businessmindsmedia.in

By collaborating closely with businesses to foster trust with their media and retail spaces. These stories Highlighting Heritage with A Vision for the Future Ayurvedic experts, manufacturing labs, customers. The collaborative approach reinforced product-market fit and Innovation and supply-chain partners, he elevates ensures each marketing asset—film, established a bond of empathy and • Looking ahead, Tanishk is focused Ayuvya's credibility. His approach in copy, activation—serves a deeper authenticity between Ayuvya and its Under Tanishk's guidance, each on deepening connections and marketing is rigorous—benefits purpose than persuasion. It becomes customers. Through Tanishk's creative product bears an untold story: scaling impact. Plans include: supported by heritage, ingredients part of a shared purpose: wellness storytelling, the brand doesn't just backed by tradition, and practices rooted in heritage, practiced with discuss health—it shows it through • Insurance for Clients & Jewel • Digital-first narrative vehicles: verified for safety. This transparency modern confidence. lived, powerful human experiences. Block Policy: Tanishk parallels Short films, influencer fosters meaningful connections with these services to Ayurvedic partnerships, and immersive consumers who value both efficacy and Personal Connection: From principles—security, protection, experiences that ground ancient ethical sourcing. Pawanjot's Healing to Ayuvya's and long-term wellness—enabling principles in everyday life. Mission consumers to own jewelry with • Educational content series: Designing Loyalty Through Shared confidence. Workshops, webinars, and expert- Values The spark behind Ayuvya was • Jewelry EMI & Small Saving led sessions to demystify Pawanjot Kaur's personal journey Plans: These financial tools Ayurvedic practices for newer Under Tanishk's leadership, Ayuvya battling eczema and psoriasis. Her resonate with the brand's audiences. Ayurveda isn't isn't just selling products—it's building search for skin solutions led her to a commitment to making heritage • Global reach: Expanding the a community. Initiatives like small Vaidya in Varanasi, where a 300- accessible without compromise. network of Vaidya partners beyond old-fashioned. savings schemes, loyalty programs, generation ancestral lineage of • Secured Jewelry, Portfolio India, while crafting locally It's timeless. document lockers, and personal finance Ayurvedic healing transformed her skin Tracker & Will Tool: These relevant stories. My job is to tools align with consumers' daily lives. and life. Tanishk recognized the channels reflect Ayuvya's position • Tech-enabled confidence make sure its By designing value-added experiences narratives at play—intimate, culturally at the intersection of care and building: AI-driven tools, around the core product lineup, he rooted, deeply emotional—and brought preparation, mirroring how personalization platforms, and voice is heard, strengthens brand loyalty. them to life through modern marketing. Ayurvedic healing addresses root securely digitized asset tracking not forgotten. causes. that empower modern wellness His storytelling extends to how Ayuvya Short films recounting Pawanjot's • Personal Loans and Offers: journeys. supports retailers—communicating struggle and her discovery of These tie to empowerment, value propositions that empower small traditional remedies have resonated fostering financial ease and At the heart of all these efforts is about guiding consumers toward deeply with audiences across social personalized care. Tanishk's belief: that ancient wisdom, wellness experiences that are genuine when communicated with creativity, and rooted in care. Under Tanishk clarity, and modern integrity, can Pandey's leadership, Ayuvya Ayurveda Through each campaign, Tanishk flourish in today's marketplace. is emerging not only as a brand but as a ensures that products aren't presented trusted companion for the modern in isolation. Rather, they become part The Impact of a Storyteller seeker—a place where ancestral of a meaningful, culturally sensitive BM I N D I A remedies and modern confidence meet. journey toward self-care and Tanishk isn't just marketing a product empowerment. line—he's building a cultural movement. His expertise in film and Recognition and Growth storytelling serves as a catalyst for bridging ancient healing and modern Ayuvya's rise caught the eyes of consumer expectations. Through industry observers and earned the emotionally rich campaigns and founders a "30 under 30" award from transparent marketing, he is forging Entrepreneur Today. The accolade trust and reinforcing the truth that amplified the brand's credibility, and Ayurveda can be both authentic and Tanishk's marketing voice spoke louder accessible, traditional and and clearer as a result. What was once contemporary. a niche wellness startup transformed into a contender with national His work is not about decoration: it's visibility—and a clear, values-driven about distilling deep-rooted heritage backbone. into clear, resonant narratives. It's 026 027 www.businessmindsmedia.in www.businessmindsmedia.in

Turning Purpose into Action Marke Marketing's ting's Role in Leading ESG and Sustainability Narratives s environmental, social, and customers now choose brands not just governance (ESG) goals based on price or convenience but on A become integral to how alignment with their values. They want businesses operate, one function finds to know how products are sourced, itself at the heart of driving that how companies treat employees, and transformation—marketing. Once seen whether climate commitments are real as the department that simply “sells the or just rhetoric. This is where story,” marketing today plays a more marketing steps in—not to spin a story, strategic role: shaping, amplifying, and but to bridge the gap between ESG even guiding ESG and sustainability strategy and audience understanding. narratives that influence consumer trust, investor confidence, employee Great marketing today helps brands tell engagement, and long-term value authentic sustainability stories—those creation. grounded in data, shaped by lived experiences, and accountable to real- Gone are the days when sustainability world outcomes. It's not about was a line in an annual report or a perfection; it's about progress, “green week” on social media. transparency, and sincerity. When done Stakeholders—from customers to well, marketing can help humanize a regulators—are demanding company's ESG commitments and transparency, accountability, and create emotional connections around impact. In this new paradigm, purpose. marketing isn't just the messenger. It's the translator of vision into language Making ESG Understandable (and people understand, and the activator of Actionable) purpose into progress people can see. Sustainability reports and ESG The Shift from Selling Products to frameworks are often dense and Selling Principles inaccessible to everyday audiences. Marketing simplifies and Consumer expectations have changed contextualizes them. It takes complex, dramatically. A growing number of compliance-heavy language and turns 028 029 www.businessmindsmedia.in www.businessmindsmedia.in

it into campaigns, content, and marketing now focuses on being • Trust Metrics: How is brand trust conversations that resonate. accountable and real. Campaigns that evolving in relation to ESG acknowledge challenges, show work in campaigns? For example, if a company commits to progress, and invite community • Engagement Quality: Are people reducing its carbon footprint by 50% participation tend to build more trust interacting meaningfully with over 10 years, what does that mean for than those that try to paint a perfect sustainability content? the consumer? How does it affect picture. • Reputation Health: Is the brand product design, packaging, shipping, or viewed as a responsible actor price? Marketing brings those abstract A Partner in Co-Creation, Not Just across media and analyst reports? goals into daily relevance and provides Promotion • Behavioral Shifts: Are campaigns a narrative that educates and engages. driving measurable changes in The best ESG marketing isn't a post- customer or employee behavior? This role is especially vital in internal project announcement—it's integrated communication. Employees are key from the start. This means marketers Marketers who embrace these stakeholders in any sustainability are part of the early strategy expanded scorecards demonstrate their effort, and they need to understand discussions, helping to shape how value not only in promoting ESG but how ESG goals translate to their roles. initiatives are designed and in powering its success. Marketers can support HR and communicated from the ground up. leadership teams by creating internal The Opportunity Ahead campaigns, storytelling platforms, and Consider the launch of a new eco- behavior-change nudges that embed friendly product line. Marketing can The pressure on businesses to act ESG into company culture. offer early insight into customer responsibly is only increasing. Climate sentiment, help product teams align change, social inequity, and Fighting Greenwashing with Truth features with values, and prepare governance failures are not just and Transparency messaging that explains not just the societal issues—they're material “what” but the “why.” By sitting at the business risks. In this context, One of the biggest risks brands face in strategy table early, marketing becomes marketing becomes an engine for ESG communication is a partner in purpose, not just a positive influence. It can shape public greenwashing—making misleading downstream promoter. discourse, drive cultural change, and claims about sustainability to appear give companies the voice and courage more environmentally or socially Marketers also play a role in engaging to lead. responsible than they really are. In external partners—NGOs, certification today's hyper-connected world, it's bodies, But that influence comes with easy for consumers, activists, and community organizations, and responsibility. Marketing must evolve journalists to spot inconsistencies influencers—who lend credibility and beyond slogans and seasonal between a brand's promises and its create shared impact. These campaigns. It must be fluent in ESG, actions. collaborations can amplify the reach rooted in ethics, and aligned with BM I N D I A and effectiveness of sustainability business impact. Marketing plays a defensive and efforts when they're grounded in ethical role here. It must challenge authenticity and mutual respect. exaggerations, verify claims, and ensure that storytelling is matched by Metrics that Matter: Marketing's data and transparency. This requires ESG Scorecard closer collaboration with sustainability officers, legal teams, and supply chain As with any strategic function, managers to ensure messaging is marketing's contribution to ESG must accurate and backed by evidence. be measured. But unlike traditional metrics such as reach or ROI, this Rather than promising to be the requires new ways of thinking: greenest or most ethical, effective 030 031 www.businessmindsmedia.in www.businessmindsmedia.in

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The 5 Most Remarkable CMOs to Watch in 2025

The 5 Most Remarkable CMOs to Watch in 2025

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