Marketing in the fast lane: Turbocharging brand success and beyond

CMOs’ Charcha – Delhi Chapter 2025 brought together top marketing leaders for a day of insightful discussions and strategic exchanges. The event featured thought-provoking sessions, expert insights, and cutting-edge strategies shaping the future of marketing. Industry visionaries explored the latest trends, tackled pressing challenges, and shared innovative approaches to brand building in a rapidly evolving landscape.

The marketing landscape is evolving at an unprecedented pace, with brands constantly exploring new ways to engage consumers. A panel discussion, chaired by Nandini Chatterjee, Chief Corporate Brand and Communications, Shree Cement, brought together industry leaders to share insights into how experiential marketing, influencer engagement, and customer delight are shaping brand success.

The panel featured:

Abhik Santara, Director & CEO, Atom Network

Mukesh Ghuraiya, Chief Marketing Officer, Modi Naturals

Shantanu Chauhan, Director - Marketing (Brand & Growth), Noise

Nandini Chatterjee set the tone for the discussion, stating, “Marketing has undergone a massive transformation. From traditional marketing to performance marketing and now to influencer and experiential marketing, the landscape is evolving rapidly. Brands now have the opportunity to create experiences that not only engage consumers but also make them a part of the story.”

Mukesh Ghuraiya emphasized the significance of creating simple yet meaningful experiences for consumers. He highlighted an initiative called the Kitchen Queen Cooking Competition, developed for an olive oil brand. While it may not have garnered millions of social media impressions, it provided housewives with a unique platform to showcase their culinary talents. For many participants, receiving recognition at a brand level was a major milestone, boosting their confidence and positioning them as influencers within their own communities.

According to Ghuraiya, marketing is not always about maximizing reach but about fostering customer delight, which can lead to organic advocacy and brand loyalty.

Abhik Santara shared a similar approach, discussing a campaign for the home furnishing brand Spaces. The initiative, called Chief Style Officer, encouraged consumers to participate and showcase their creativity in home decor. By providing a platform for self-expression, the campaign inspired others to engage with the brand.

Santara underscored the importance of ROI, stating that while events like these are expensive, they must drive tangible engagement and influence consumers beyond just the direct participants.

Shantanu Chauhan introduced a unique UGC-driven approach for Noise’s AI-enabled smartwatch, Pro 6 Max. The smartwatch allows users to generate personalized watch faces using AI, creating a deeper level of engagement. To amplify this feature, Noise included a Create it and Win it card in every box, prompting users to share their AI-generated watch faces on social media. This tapped into two key insights: consumers enjoy flaunting their new gadgets and showcasing their creativity. The campaign achieved remarkable success, with nearly 10% of customers posting about their customized watch faces online, significantly increasing brand visibility and organic reach.

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