Dynamic Marketing Leaders in India to Watch

1. www.cioworldindia.com Nov, 2024 Dynamic Marketing Leaders in India to Watch Kings of Marke?ng Marke?ng Leaders Who are Pushing the Boundaries of Crea?vity and Innova?on From Tradi?onal to Digital How Marke?ng Leaders are Bridging the Gap? Vishwajit Diwedi, Director of Sales, Marketing, and CRM Majestique Landmarks Vishwajit Diwedi A Leadership Dynamism of Propelling Meaningful Connections via Majestique Landmarks

2. Dynamic Marketing Leaders in India to Watch

4. M change would never be possible without visionaries at its helm- the marketing leaders who have adapted to and will lead innovations into the future. They transform the old forms of marketing, creating a world that is now rich with creativity, agility, and a customer-centric approach. arketing is witnessing a revolution in India because of rapid digitalization, evolution of consumer tastes, and constant changes in the technology sector. This The signature of these marketing leaders is that they are ahead of the game in terms of understanding and meeting the dynamic requirements of the market. Having deep insights into the psyche of consumers, they use data analytics, artificial intelligence, and other newer technologies to craft campaigns that reach the heart of the target audience. Their strategy is not restricted to the age- old approach; rather, they are looking for meaningful connections to build long-term loyalty and engagement. Meet Marketing’s Future Shaping Mavericks One of the main trends in such leaders is the emphasis on sustainability and purpose-driven marketing. Aware of the increased awareness among the consumers regarding the social and environmental issues, these leaders are working to ensure their brand values match the larger societal goals. In doing so, they move beyond mere corporate responsibility and truly exhibit a desire for positive change. This not only builds credibility but also encourages other industry leaders to take the lead.

5. Editor’s Note Another critical trait of these leaders is their comfort with the vast complexities of the digital platforms. These leaders are set to be among the benchmarks to deliver impactful campaigns by harnessing the power of social media while exploring innovative tools such as augmented reality and immersion experiences. Creativity, with an emphasis on storytelling, leaves their brands intact in an age of short attention spans and hyper-competition. An ever-increasing interconnection between places makes collaboration fundamental. Marketing leaders know the essence of cross-functional teamwork and partnership, not just within their own organizations but beyond those too. They, therefore, set up an organizational culture that's innovative and inclusive, giving people permission to test, learn, and grow. India's marketing leadership is not simply the influencers within their organizations but rather change agents shaping the future of this industry. A relentless pursuit to excellence, focus on innovation, and being able to influence others make them CioWorld India’s ‘Dynamic Marketing Leaders in India to Watch,’ because they continue shaping the boundaries on what marketing is possible.

6. Cover Story 22 30 Articles From Traditional to Digital Kings of Marketing How Marketing Leaders are Bridging the Gap? Marketing Leaders Who are Pushing the Boundaries of Creativity and Innovation

7. Vishwajit Diwedi 08 A Leadership Dynamism of Propelling Meaningful Connections via Majestique Landmarks 18 26 Proles Amit Mathur A Maverick Marketing Leader – Sarthak Seth: Driving Finolex’s Force in Shaping India’s Dynamic Marketing Future Making Tata Realty a Leader in Customer-Centric Innovation

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9. Dynamic Marketing Leaders in India to Watch Featuring Company Brief Amit Mathur, President of Sales and Marketing Amit Mathur is a dynamic entrepreneur and business leader who brings nearly three decades of business and marketing expertise to his role as President of Sales and Marketing. Finolex Cables Ltd Sarthak Seth is the Chief Marketing and Sales Officer with TATA Realty and is steering company's marketing and sales with strategic vision, innovative campaign designs, and the successful implementation of growth initiatives. Sarthak Seth, Chief Marketing and Sales Officer Tata Realty Vinay Shroff, EVP Sales and Marketing At the helm of JSW Steel's sales and marketing initiatives,Vinay’s leadership has been integral in shaping innovative business strategies that have significantly contributed to the company’s growth. JSW Steel Vishwajit Diwedi, Director of Sales, Marketing, and CRM Vishwajit Diwedi of Majestique Landmarks is an experienced Head of Sales with a demonstrated history of working in the real estate. Majestique Landmarks Udit Malhotra, Head of Marketing (CMO) Uday is a result oriented marketing and communications professional with over 15 years of rich experience in various facets of marketing management. Morris Garages India

10. Dynamic Marketing Leaders in India to Watch Vishwajit Diwedi A Leadership Dynamism of Propelling Meaningful Connections via Majestique Landmarks Storytelling has always been my passion, as it’s not just about promoting a product; it’s about creating narratives that resonate with people. Cover Story

11. Vishwajit Diwedi, Director of Sales, Marketing, and CRM Majestique Landmarks

12. E resonate with individuals on a personal level. Successful marketing leaders recognize that consumers are not simply seeking products or services; they are searching for stories that align with their aspirations, dreams, and desires. ffective marketing transcends the mere act of selling. It involves a deep understanding of human psychology and the ability to craft narratives that By weaving compelling narratives around their brands, marketers can create an emotional connection with consumers, inviting them to envision themselves as part of the brand's story. This approach goes beyond traditional advertising and focuses on building relationships and fostering loyalty. Dynamic marketing leaders like Vishwajit Diwedi, Director of Sales, Marketing, and CRM at Majestique Landmarks, possess a keen understanding of human psychology and the ability to tap into the underlying motivations and aspirations of their target audience. He recognizes that consumers are not simply rational beings making logical decisions; emotions, desires, and cultural factors influence them. By crafting narratives that resonate with these deeper levels of human psychology, Vishwajit has been creating a powerful connection with his audience. This connection is more than just a transaction; it is a shared experience that can inspire, motivate, and ultimately drive consumer behaviour. Thus, in times filled with too much noise, Vishwajit is emerging as a key figure in India’s marketing industry, blending innovation and data-driven strategies with a deep understanding of consumer behaviour. His journey began with a passion for storytelling, using marketing to create meaningful connections between businesses and their audiences. From those early steps, Vishwajit has built a career marked by creativity, empathy, and authenticity. We’re in an era where you can’t just rely on creativity alone; you need to have a strong foundation of data to back up your decisions.

14. A Vision Fuelled by Storytelling “We’re in an era where you can’t just rely on creativity alone,” Vishwajit explains. “You need to have a strong foundation of data to back up your decisions. This allows you to tailor your message more effectively and hit the right audience at the right time.” For Vishwajit, marketing was more than just a career—it was a way to connect, communicate, and shape perceptions. “Storytelling has always been my passion,” Vishwajit shares. “It’s not just about promoting a product; it’s about creating narratives that resonate with people.” From the beginning, he saw marketing as a powerful tool to bridge the gap between businesses and their audiences. His keen understanding of consumer behaviour allowed him to tap into the emotional triggers that drive buying decisions, making him a standout marketing leader in an increasingly competitive industry. Overcoming Challenges and Embracing Innovation Vishwajit’s marketing philosophy revolves around authenticity and empathy. These guiding principles have helped him navigate the ever-changing marketing landscape. “In the beginning, my biggest challenge was establishing credibility,” he reflects. “You need to deeply The Secret Sauce: Innovation and Data What sets Vishwajit apart from others in the field is his unique combination of creativity and analytics. He doesn’t rely on just one approach but blends art and science to craft campaigns that truly stand out. His unique selling propositions (USPs) lie in data-driven decision-making and innovative campaign strategies. By leveraging modern services like personalized marketing automation, omnichannel strategy development, and advanced customer segmentation, Vishwajit ensures that his clients receive tailored solutions that align with their specific needs. You can’t be afraid to embrace change: whether it’s AI-driven analytics or the latest consumer behaviour trends, I make sure we’re always at the cutting edge.

15. Team building is a cornerstone of Vishwajit’s management philosophy. He is dedicated to providing opportunities for professional development, whether through regular training sessions or mentorship programs. “When your team feels empowered, they perform at their best. That’s when you achieve extraordinary results.” understand your target market to create strategies that truly work. Now, the challenge is staying ahead of rapid technological changes and evolving consumer expectations.” However, for Vishwajit, challenges are just opportunities for growth. By prioritizing continuous learning and adaptability, he stays ahead of trends and new consumer insights. “You can’t be afraid to embrace change. Whether it’s AI-driven analytics or the latest consumer behaviour trends, I make sure we’re always at the cutting edge.” A Standout Project: Innovation in Action One of the projects that truly exemplifies Vishwajit’s innovative approach was the launch of an integrated digital marketing campaign for Majestique Landmarks. The results were staggering: a 150% increase in engagement and a significant boost in sales. “That project was a game- changer for us,” Vishwajit recalls. “It showcased our ability to combine creativity with data-driven insights, leading to real, tangible outcomes for the client.” Leading with Empowerment Vishwajit believes in empowering his team and fostering an environment of collaboration and open communication. His leadership style encourages team members to contribute their ideas, promoting a sense of ownership and accountability. “Leadership isn’t just about giving directions; it’s about creating a space where everyone feels valued,” he shares. This collaborative approach has been instrumental in the success of his team, driving results through collective effort and shared goals. The campaign was an example of how Vishwajit’s team effectively leverages data analytics to create targeted, personalized marketing experiences. “It wasn’t just about driving traffic; it was about creating meaningful engagement. That’s the kind of impact we strive for in every project.”

17. Vishwajit’s ability to think outside the box, even in the face of adversity. At Majestique Landmarks, we’re using AI-driven tools and analytics to enhance our campaigns and build stronger brand loyalty. “It was a difficult time, but we didn’t let that stop us,” Vishwajit says. “We took the challenge head-on and came up with a solution that worked. That’s what resilience is all about—finding a way forward, no matter the circumstances.” An Impactful Future Vision Looking ahead, Vishwajit envisions a future where Majestique Landmarks continues to lead with innovation and make a lasting impact on India’s marketing landscape. He is particularly excited about advancements like AI analytics, hyper-personalization, and immersive experiences through AR/VR. “The future of marketing is going to be incredibly exciting, and I want us to be at the forefront of it,” he says. Nurturing a Culture of Growth Under Vishwajit’s leadership, Majestique Landmarks has cultivated a culture of growth that extends beyond just business success. The company offers continuous learning opportunities for its employees, ensuring they stay ahead of industry trends. “We believe in investing in our people. When they grow, we grow,” Vishwajit says. This commitment to personal and professional development has helped the company build a high-performing team capable of delivering exceptional results. Vishwajit’s vision for the company goes beyond just delivering results. He aspires to champion sustainable marketing practices and promote ethical marketing in an industry often focused solely on profit. Additionally, he aims to empower the next generation of marketers through education and mentorship initiatives, ensuring that his legacy extends well beyond his own achievements. The Role of Technology in Brand Loyalty Vishwajit is keenly aware of the role technology plays in shaping modern marketing. Real-time data analysis and personalized customer experiences are no longer optional; they are essential components of any successful marketing strategy. “Technology is transforming the way we engage with customers,” Vishwajit notes. “At Majestique Landmarks, we’re using AI-driven tools and analytics to enhance our campaigns and build stronger brand loyalty.” In essence, Vishwajit’s unique blend of creativity, data- driven insights, and a people-first leadership style makes him one of India’s most dynamic marketing leaders to watch in 2024. His journey from a passionate storyteller to a trailblazing leader is a testament to his dedication, resilience, and innovative thinking. With a clear vision for the future and an unwavering commitment to growth, Vishwajit Diwedi is set to continue making waves in the marketing industry. In Vishwajit’s view, building brand loyalty today is about more than just selling products. It’s about creating engaging content, fostering a sense of community, and maintaining consistent communication across all platforms. “People need to feel connected to your brand. That’s how you build loyalty in the long term.” Resilience and Adaptability in Adversity Vishwajit’s resilience as a leader was tested during a challenging economic period. Instead of backing down, his team launched a creative campaign for a struggling client that emphasized community engagement. The results were remarkable, revitalizing the client’s brand and reinforcing

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20. Amit Mathur Driving Finolex’s Force in Shaping India’s Dynamic Marketing Future D Marketing at puzzle—when every piece seems perfectly in place, adding something new feels impossible. But by rearranging, we create space for what seemed unfit before. The same applies to time: when asked how to make time for ‘extra’ things, the answer is simple: rearrange yourself.” ynamism is the hallmark of every mighty market- ing leader. Showing his dynamic trait at the onset, Amit Mathur, the President of Sales and , says, “Life is like a Finolex Cables Ltd shaping perceptions and experiences. Over time, his journey has been a blend of challenges and opportunities, “Each reinforcing my passion for this ever-evolving field,” he adds. A Consumer-First Focus What sets Amit apart as a marketing leader is his ability to seamlessly integrate traditional brand-building approaches with emerging digital technologies. His focus has always been on creating consumer-first strategies powered by analytics and insights. He says, “To plan and implement our sales and marketing plans, we use predictive market analysis and hyper-personalized digital campaigns to experiential marketing initiatives.” Amit’s strength lies in bridging the gap between creativity and technology, ensuring impactful campaigns that resonate across diverse audiences. Staying true to his words, Amit managed that extra time for team CioWorld India and proved that he was one of the best fits for the title of ‘Dynamic Marketing Leaders in India to Watch.’ The Art of Creating Connections Reflecting, Amit says his journey into marketing was inspired by a fascination with understanding consumer behaviour and the art of creating connections between brands and people. “Early in my career, I recognized how storytelling and data-driven strategies could impact a business's trajectory.” What truly drew him in was the ability to innovate con- stantly, experiment with ideas, and see tangible results in An Empathy-Driven Innovation Describing his marketing philosophy in a few words, Amit says: “My marketing philosophy is Empathy-driven innovation.” It’s about understanding the needs of your audience and creating strategies that address them in meaningful ways. Initially, the challenges were about 18 | www.cioworldindia.com Nov, 2024

21. building brand awareness and establishing credibility in new markets. Today, the challenges have evolved to navigating the fast-paced technological advancements and keeping up with rapidly shifting consumer behaviours. Overcoming them requires staying agile, investing in continuous learning, and fostering a culture of innovation within teams, he adds. campaigns, and focusing on long-term customer relation- ships.” Strong brand loyalty is nurtured by being consistent in quality, transparent in communication, and empathetic towards the needs of the audience. A Powerful Team Leader Often recognized as a driving force behind Finolex Cables' achievements, Amit’s dynamic leadership style is a powerful blend of collaboration and inclusivity, where every team member feels valued and empowered to contribute. His approach involves setting clear goals, fostering open communication, and providing a platform for innovation and growth. By celebrating achievements and learning from challenges, Amit ensures the team remains motivated and aligned with the organization’s vision. “Building trust and camaraderie has been central to creating high-performing teams.” Tech-Boosted Deep Relationships Being an experienced leader, sharing his opinion on how technology is further transforming the marketing industry, and how Finolex Cables is embracing the change, Amit says that technology has transformed marketing into a more precise and impactful discipline. Tools like AI, machine learning, and immersive technologies like AR/VR have enabled brands to deliver personalized and engaging experiences. “At Finolex, we embrace these advancements by leveraging data analytics, refining our digital By staying ahead of trends and investing in our people and technology, we aspire to be a driving force in shaping India’s dynamic marketing future. Amit Mathur President of Sales and Marketing Finolex Cables Ltd 19 | www.cioworldindia.com Nov, 2024

22. 20 | www.cioworldindia.com Nov, 2024

23. Dynamic Marketing Leaders in India to Watch Product range with conduits Success Means Empowered People water heaters, switches and lighting product pictures into their home/office environment by creating a composite view.” This way, they could check if the products match their house/bathroom décor and then make their selection. This approach also stems from the belief that the workforce is the cornerstone of every successful organization. Thus, at Finolex Cables, Amit ensures they prioritize their employees' growth through structured training programs, mentorship, and cross-functional opportunities. Empowerment comes from providing a collaborative environment where individu- als can take ownership of projects and learn from them. Regular feedback, recognition, and access to resources ensure the teams feel supported and capable of achieving their full potential. Amit and his team simultaneously hosted virtual meets to launch their Conduit range along with the brand's first Anti Dust Anti Bacteria fan, innovative Inverter bulb, LED Concealed Down Light, etc. He shares with immense pride, “Our team’s resilience and creativity ensured that we not only maintained brand momentum but also set a benchmark for adapting to unprecedented circumstances.” AI-Powered Consumer Engagement Amit Advises According to Amit, marketing strategies today are critical in driving differentiation and customer engagement. Advance- ments like conversational AI, metaverse campaigns, and predictive analytics are reshaping the landscape. He states, “I’m particularly excited about the integration of AI with creative processes and the rise of interactive content. These trends are helping us create campaigns that are not just effective but also engaging and memorable for our audiences.” Marketing is a way for Indian businesses to boost their economic potential and capacity. For budding entrepre- neurs, Amit’s advice is, “Stay committed to your vision while being open to adaptability. Understanding your audience and leveraging technology to create tailored solutions is key. Build a team that shares your passion, focuses on creating value rather than chasing trends, and always prioritizes long-term sustainability over short-term gains.” Triumphing Over Troubles Together Benchmarking Thought Leadership in Marketing As a leader in India's marketing sector, Finolex Cables faced its share of challenges. Sharing an instance where his team's resilience and ingenuity triumphed over adversity, Amit says that it was their response to the challenges posed by the pandemic. With traditional channels disrupted, we swiftly transitioned to a digital-first strategy, launching virtual campaigns and optimizing e-commerce with products being made available on Amazon. “We launched Finolex Smart Wiz - an AR app that helped customers superimpose fans, In the times advancing into a bright future, Amit envisions positioning Finolex Cables as a leader in delivering transformative customer experiences through innovative products and marketing strategies. “As the industry evolves, we aim to set benchmarks in thought leadership, sustainability, and consumer engagement,” he adds before concluding, “By staying ahead of trends and investing in our people and technology, we aspire to be a driving force in shaping India’s dynamic marketing future.” 21 | www.cioworldindia.com Nov, 2024

24. HowMARKETING LEADERS are Bridging the Gap? 22 | www.cioworldindia.com Nov, 2024

25. From Traditional to Digital 23 | www.cioworldindia.com Nov, 2024

26. T techniques to the new-fangled social marketing solutions; it has too revolutionised how brands engage with their target market. Marketing leaders as leaders are at the forefront of trying to close the existing gap between traditional and innovative marketing in their organizations with the view of keeping the organizations relevant in such a dynamic environment. here have been some significant shifts in the realm of marketing practice during the course of the last decade. From the usual advertising and marketing Marketing executives are actively using online tools to push specific messages across to internet users, as well as the placement of personalized messages, and products relevant to users' personalities. Leaders who are familiar with the life stages and customer preferences, may communicate more effectively with its audiences, and generate customer trust and devotion. Collaboration and Agile Marketing As marketing trends continue to evolve, marketing leaders are also encouraging cross-departmental collaboration, primarily with sales and IT. With an agile, data-driven approach, they break the silos and ensure dynamic campaigns that are adaptable and responsive to changing trends. Thus, cross-functional teams can be better aligned to create a strategy that is in tandem with business objectives and consumer expectations. Embracing Digital Transformation Earlier, the marketing ideas were limited to printed media, television, radio and outdoor communication. These techniques are still useful but have been substituted with current technology that has revolutionised business relations with consumers. Marketing managers commit to the approach of expanding the choice of channels: social media, SEM, content, and email. This shift enables organizations to target more people, monitor the level of manner quickly, and consequently meet consumers’ demands. The marketing leaders can then develop very personalized campaigns that are appealing to segments of consumers through other tools such as CRM, Artificial intelligence and data analysis. Conclusion Marketing leaders become the bridge to the gap created between traditional and digital marketing. It is through embracing new technologies, data-driven insights, personalized experience, and cross-functional collaboration, that they facilitate the transformation of brands to the world of digital but still utilize what traditional methods can offer. Hence, they are ensuring that in the process of staying in the game and remaining relevant, such organizations stay relevant, remain competitive, and stay closely connected to today's evolving customer needs. Leveraging Data Power Perhaps the greatest advantage of digital techniques of marketing over traditional methods of marketing has been in the areas of data collection and subsequent action. Marketing executives are now relying on this one as the shift a gap between consumers’ expectations and brands’ provision of services and goods. Due to the fact that virtually every online transaction produces a huge amount of data that can be followed, analyzed and comprehended, marketing personnel can gain more about the customers’ behaviour, choices and interactions. What was once a difficult task to measure is now replaced with applications provided by Google Analytics and insights on social media sites that give specific data to the marketer to fine-tune his campaigns. Personalization and Customer-Centricity Digital marketing allows for more personalization, something that traditional marketing could not achieve. The modern customer wants a company to deliver precise information and products and services that suit their desires. 24 | www.cioworldindia.com Nov, 2024

28. A Maverick Marketing Leader – Sarthak Seth Making Tata Realty a Leader in Customer-Centric Innovation “ Even in the age of all things digital, marketing continues to be a people- driven pursuit, asking the questions to connect deeply with customers. “ Sarthak Seth, Chief Marketing and Sales Officer Tata Realty 26 | www.cioworldindia.com Nov, 2024

29. Dynamic Marketing Leaders in India to Watch S of its ability to connect people, stories, and ideas. “Even in the age of all things digital, marketing continues to be a people-driven pursuit, asking the questions to connect deeply with customers,” he says. For him, the journey began with a simple question, ‘How do brands influence behaviour and create value?’ arthak Seth, Chief Marketing and Sales Officer at Tata Realty, strongly believed that every person is a story! Marketing has always fascinated him because The Guiding Philosophy When asked, Sarthak describes his marketing philosophy in eight words: “Put your customer at the centre of everything.” Understand what customers want and align your strategy to deliver on those needs. He believes that customers are one such metric that guarantees success. Listening is a critical skill and a responsibility in the business. Homes are deeply personal, emotional investments, and understanding what your customers truly want is in the heart of creating spaces they will cherish. In the early days, the biggest challenge was understanding the diversity of consumer behaviour across markets. “With this curiosity at heart, I pursued an MBA in Marketing and Finance, which gave me the foundation to understand both the creative and analytical sides of marketing,” he recalls. An Inspired Inception Marketing isn’t one-size-fits-all—it requires adaptability and keen observation. Today, the challenge has extended on a greater scale. Sarthak adds, “We have to consistently keep up with rapid technological advancements and consumer demands for personalization and ensure we do not compromise our quality.” What inspired Sarthak the most was the challenge of building something meaningful, taking an idea, shaping it into a story, and watching it resonate with people. Over the years, his passion for storytelling, coupled with an ability to adapt to market dynamics, has driven his career forward. To overcome these challenges, he focuses on building agile teams and fostering a culture of continuous learning. “By staying curious and open to new ideas, we’ve been able to navigate shifts in the industry effectively.” Speaking about the USPs that make him stand out as one of the most dynamic marketing leaders, Sarthak says that as a marketer, one can never rely too much on a single skill set. You have to don many hats and play many roles to ensure the results stand impeccably. “However, I believe what sets me apart is my ability to blend creativity with strategy.” Ideas need execution, and execution needs to be rooted in a customer-centric approach. Good ideas will only work if you do. And so, while Sarthak is passionate about brand storytelling, he always ensures that every campaign aligns with broader business goals. Tech-Revolution-Powered Personalized Marketing Being an experienced leader, Sarthak believes that technology is revolutionizing marketing by making it more precise and personalized. “Data analytics and AI have given us the ability to predict trends, understand customer behaviour in real-time, and optimize campaigns for better results. Technology has allowed us to deeply associate with the marketing funnel and reach the customer effectively at every touchpoint,” he adds. At Tata Realty, for instance, Sarthak and his team have implemented data-driven strategies that help them understand their customers better and create meaningful connections. “By using every touchpoint as an opportunity to understand our customers better, I have been able to contribute to shaping strategic business decisions with a data-centric approach,” he adds. This approach is not held back by outdated insights but is rooted in innovation. Whether it’s launching an Instagram- first strategy that grew their follower base by 175% or leveraging digital tools to engage consumers more effectively, Sarthak and his team constantly look for ways to adapt and evolve. It’s about staying ahead of the curve and delivering value that goes beyond expectations. 27 | www.cioworldindia.com Nov, 2024

30. A Simple and Direct Leadership Style This dynamic leadership style of Sarthak is often recognized as a driving force behind Tata Realty's achievements. Shedding light on his approach, he says that it relies on keeping things simple and direct. For him, leadership is about collaboration and empowerment. He believes in creating an environment where everyone feels valued and motivated to contribute. Open communication, mutual respect, and a shared vision are the pillars of his leadership style. For him, leadership is as much about being reliant on the team as it is about leading them. He says, “It is a two-way street; backing my team means creating an atmosphere where mutual trust fosters innovation, and mutual growth becomes the norm.” To mirror these values at Tata Realty, Sarthak has built a culture of ownership where team members feel empowered to take initiative. Recognizing and celebrating individual contributions goes a long way in building a strong, cohesive team. Team Investment is the Best Investment He further believes that the workforce is the cornerstone of any successful organization. Thus fostering a culture of growth, skill development, and empowerment among his employees. “We believe in investing in our people. At Tata Realty, we offer training programs, workshops, and opportunities for employees to enhance their skills and grow within the organization.” “At Tata Realty, we’ve embraced these changes wholeheartedly,” he continues. From creating immersive digital experiences to using analytics for better customer insights, they’re continuously innovating. “For instance, we’ve integrated Salesforce to refine personalization strategies and to enhance customer experience.” This platform enables us to deliver tailored content, streamline communication, and provide seamless service, fostering meaningful connections that go beyond transactional interactions. For instance, they actively encourage the team members to pursue advanced courses and certifications that not only contribute to their professional development but also keep them aligned with the latest industry trends. This proactive approach ensures that both their employees and the organization stay ahead of the curve, benefiting from continuous learning and innovation. “Empowerment, for us, is deeply intertwined with accountability,” he adds. “By giving our employees the freedom to take risks and innovate, we ensure they feel confident and motivated. Our goal is to create an environment where everyone feels they’re contributing to something meaningful.” Also, their commitment to leveraging customer feedback to refine their offerings ensures that they’re always evolving alongside their needs. Building brand loyalty in today’s digital age is about consistency and trust. “We focus on delivering what we promise and engaging with our customers on platforms where they feel heard and valued,” he states. 28 | www.cioworldindia.com Nov, 2024

31. Resilience is the Key Offering Deep Insights When asked how marketing strategies are crucial today and what advancements can be expected in the future, Sarthak says that things are changing at a pace that makes it hard to adhere to a set of guidelines. But a resilient strategy can help thrive even in the most turbulent times. The keyword here is ‘resilient.’ Adaptive marketing strategies are critical because they align business goals with customer needs. In today’s landscape, advancements like AI, AR/VR, and data- driven personalization are shaping the future. Marketing is a way for Indian businesses to boost their economic potential and capacity. To the budding entrepreneurs who aspire to venture into the startup space, Sarthak says, “I believe that the best advice I can offer is something even I try to live by: Focus on understanding your audience deeply.” Success only comes from solving real problems and creating value for your customers. Leverage digital tools to scale your reach but stay true to your brand’s purpose. Be adaptable, take calculated risks, and always prioritize building trust with your audience. Sarthak is particularly excited about hyper-personalization and immersive experiences. Customers want brands to understand them on an individual level. “At Tata Realty, we’re exploring these trends by integrating analytics and digital tools to create tailored campaigns that resonate deeply with our audience.” However, the most important advice to young entrepreneurs would be to stay agile in delivering results. The competition could always outpace you, and the customer may seek more. So, young entrepreneurs who are building their work need to be agile. And agility is more than just speed. Being agile is more about being proactive and holding the customer at the helm of your strategy. The future is ‘PHYGITAL,’ especially in a field as intimate and personal as real estate, where in-person interactions are being complemented by digital innovation. Ensuring a Responsible Real Estate Future Rooted in Principles Eliminating Issues Finally, Sarthak’s vision has always been to make Tata Realty a leader in customer-centric innovation. “By blending technology, creativity, and strategy, we aim to set benchmarks in the real estate sector.” As a leader in India's marketing sector, Sarthak and his team have faced their share of challenges. Sharing one memorable instance where his team's resilience and ingenuity triumphed over adversity, he says, “I can recall that it was during a market slowdown. Instead of stepping back we launched an innovative campaign focused on customer needs at that stage The empatheticapproach of the campiagn drove the impact. By understanding their needs and problems and aligning our communication and actions which addressed their problems, we not only maintained sales but grew by 135% year-on-year.” He sees a future where marketing becomes a seamless part of the customer experience, creating value not just for businesses but for the communities they serve. For him, it’s about creating impact and driving sustainable growth. The future of marketing will demand a dynamic balance between data-driven analysis (DARS), strategic foresight, and agile innovation. This means anticipating trends and responding to them in real time with creative and impactful solutions. This empathy and customer-centric approach also helped them during the pandemic, and their initiatives to promote the brand in ways that look beyond the function of the product or service helped them feature among the ‘Top 05 India’s Most Purposeful Brands’ in the Non-FMCG Category by Kantar in 2021. However, as they innovate and grow, they recognize that every aspect of this growth must be rooted in the principles of Responsible Real Estate.. The approach needs to integrate seamlessly with the future of marketing as customers increasingly seek brands that align with their values, concludes Sarthak. This experience reinforced the importance of resilience, adaptability, and listening to customers, even during challenging times. 29 | www.cioworldindia.com Nov, 2024

32. Kings of Marketing 30 | www.cioworldindia.com Nov, 2024

33. Marketing Leaders Who are Pushing the Boundaries of Creativity and Innovation I 2. Coca-Cola India ndia's marketing environment has through the years experienced some form of radical transformation as a result of advanced technology, shifting consumer behaviour, and an upsurge in competition for the market. Given these shifts, marketing leaders in India have had to blaze the way, create innovative and creative solutions and dictate how brands and their audiences interface. Innovation is a synonym for Coca Cola- the company who redefined the entire marketing strategy of Coca-Cola for India through an extremely merged blend of global strategies and hyper-localized campaigns. It has used India's evolving digital ecosystem to make the brand's campaigns relevant to the Indian consumer. 1. Unilever India (HUL) Why It is Breaking the Mould: Coca-cola has executed marvellous campaigns such as “Thanda Matlab Coca-Cola” and “Open Happiness” that have found a deep cultural and social appeal in India. Innovative Approach: Hindustan Unilever Ltd (HUL) spearheaded Unilever’s digital agenda in India. The brand hosted a spectacular integration of e-commerce, data analytics and digital marketing that threw enormous growth to these brands including Dove, Lipton and Surf Excel. Coca-Cola has embarked on some serious efforts towards leveraging this digital storytelling with social media and influencer marketing in order to remain relevant to youthful consumers. It further emphasized youth engagement through music-driven campaigns and tie-ups with Bollywood celebrities and regional celebrities. What It is Doing Differently: The team at HUL invested efforts in thinking creatively and purposefully, leveraging the power of sustainability and social issues through brand campaigns. For instance, the ‘Dove Self-Esteem Project’ and ‘Surf Excel Daag Achhe Hain’ campaigns have just begun to tread new grounds focusing on body confidence and child welfare respectively while being crafted around the core values that resonate with consumers. This approach combines digital tools with authentic storytelling, setting a new precedent for how multinational brands can engage with Indian consumers. 3. Mastercard India Differentiated Approach: Mastercard helped bring about a revolution in India's marketing approach, which involved developing emotional connections with consumers through powerful storytelling. As a result, the company managed to position itself as a brand that enriches lives and experiences, not just as a payment company. 31 | www.cioworldindia.com Nov, 2024

34. 5. Dentsu India Why It is A Changemaker: Its ‘Priceless’ campaign, celebrating the diverse experiences offered by India, has been a huge success. India's rich culture, from the festivals to street food, was cultivated in the campaign, creating a more emotional bond with audiences. The change agent with creativity and innovativeness Dentsu India has strategized the innovative disruptive moves of Dentsu India. It encouraged brands to evolve past the regular commercial ad and embrace opportunities for customers to engage them in new, engaging ways using the tech available to them. It aims at transforming the experiential travel market in India, offering customised cultural, culinary and wellness experiences in a range of cities including Delhi, Agra, Jodhpur, Dehradun and Pune. How It is Pushing Boundaries: Dentsu has helped brands to work through influencer marketing, experiential events, and augmented reality, areas of marketing that require audiences to interact, and not simply watch. In its campaigns, it has applied data analysis and consumer insights when crafting its campaigns to offer consumers marketing that is not only relevant but also memorable. As a result, Dentsu remains a new-age agency in the country, which uses creativity to embrace technological advancement. Through this programme, Mastercard, with the support of the Ministry of Tourism, will give a boost not only to India's 'Dekho Apna Desh' initiative but also to offer the opportunity to travel enthusiasts within and outside India to discover the country's rich heritage. 4. Aditya Birla Group Conclusion: In terms of a focus on customer-centricity, Aditya Birla Groupintroduced data-driven, personalized marketing campaigns wherein it catered to India's vast and varied consumer base. The creative and innovative marketing leaders are on the redefinition of how brands connect with audiences in India. They embrace new technologies, leverage data, and resonate with all that is changing about the Indian consumer to create a highly engaging campaign that is culturally relevant and socially impactful. These leaders are establishing a new yardstick for creativity and proving that, in today's high-speed marketing landscape, innovation is the only way to succeed. How It is Innovating: Aditya Birla Group focuses on a particular advantage of digital media and consumer insight, namely the ability to create highly personalized, hyper- targeted campaigns. The Group has focused on crafting a consistent brand story across the group's subsidiaries, developing a single marketing story that resonates with customers on both an emotional and functional level. Its approach merges traditional marketing with the essential component of digital transformation so that brands of the Group stay ahead of this curve in India's fast-evolving market. 32 | www.cioworldindia.com Nov, 2024

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