Marketing today demands agility and deep customer empathy: FNP’s Avi Kumar

In today’s fast-evolving world of marketing, the role of the Chief Marketing Officer (CMO) is more crucial than ever. In Adgully’s new column – CMO Unplugged – we bring you candid insights, expert advice, and thought-provoking discussions directly from the heart of the industry. CMO Unplugged goes beyond the surface to uncover the real strategies, innovations and challenges that define successful marketing leadership today.

In an exclusive conversation with Adgully, Avi Kumar, Chief Marketing Officer, FNP, shares insights into his overall approach to marketing in today’s fast-evolving landscape. He discusses the principles and strategies that have proven most effective, how the brand is incorporating sustainable practices into its marketing efforts, and the evolving consumer behavior in the sector. Kumar also highlights a recent innovative marketing initiative that stood out to him, whether from FNP.

Additionally, he reflects on global marketing strategies that could be adapted for the Indian market and explains why they hold potential. He also he shares his expectations from the upcoming budget and its implications for the marketing landscape.

How would you describe your overall approach to marketing in today’s fast-evolving landscape? And what principles or strategies have been most effective in helping your brand stand out in a crowded marketplace?

Marketing today demands agility, innovation and deep customer empathy. At FNP, we stay ahead by blending data-driven insights with compelling storytelling that resonates emotionally. A customer-first approach drives every decision we make, ensuring our strategies reflect what truly matters to our audience.

What sets us apart is our commitment to celebrating the joy of gifting through thoughtful brand narratives and a seamless customer experience, making FNP the go-to destination for life’s special moments.

What new trends or technological innovations are you integrating into your marketing strategies?

We’re actively leveraging AI to redefine how we connect with our customers. From predictive analytics that anticipate gifting trends to hyper-personalized recommendations tailored to individual preferences, AI helps us enhance the customer journey at every touchpoint.

We’re also integrating AI-driven tools to optimize campaign performance, automate routine tasks and refine creative strategies, ensuring our marketing remains data-driven yet deeply human.

Sustainability is a key topic for brands today. How is your brand incorporating sustainable practices into its marketing strategies?

Sustainability is integral to our brand ethos. We are continuously taking steps on this journey, such as emphasizing paperless digital communication, planting trees to reduce our carbon footprint, and reusing flowers in products like diffusers and candles. From eco-friendly packaging to reducing carbon footprints in our logistics, we’re embedding sustainable practices across our operations.

Our marketing strategies reflect this commitment, spotlighting initiatives that promote conscious gifting and align with environmentally responsible choices. While we’ve come a long way, we acknowledge that there’s still much more to achieve on this journey.

What are some of the latest developments in your sector that are influencing your marketing strategies?

The gifting sector is witnessing a surge in celebrations, with customers marking more occasions and milestones than ever before. This has shaped our marketing strategies to cater to a growing demand for bespoke and personalized gifting.

More and more customers trust FNP to handle these moments with care and precision, delivering gifts that are thoughtfully curated and perfectly suited to the occasion. This trust inspires us to continuously innovate and elevate the gifting experience.

Could you share a recent, innovative marketing initiative that caught your attention, either from your brand or another?

FNP’s 2024 Raksha Bandhan campaign beautifully combined masterful storytelling with a surprise element, celebrating the festival as a symbol of belief and tying it to the ongoing Olympics at the time. The emotional depth and topical relevance struck a chord with audiences.

As someone who believes in meaningful storytelling, this campaign felt refreshing. It’s the kind of work that sparks conversations and leaves a lasting impression.

Over the years, how have you observed consumer behaviour evolving in your sector?

Consumer behaviour continues to evolve, especially after the pandemic, as we observe people celebrating life more, seeking thoughtful gifts even for last-minute occasions. The adoption of digital and phygital experiences has grown, with customers expecting seamless, omnichannel options.

Many now prefer using apps for brands they trust, like FNP, making convenience and reliability essential. This shift has driven us to innovate constantly, offering curated experiences that resonate emotionally while meeting their needs effortlessly.

Are there any global marketing strategies that you believe should be adapted for the Indian market? If so, why?

The Indian market’s diversity makes it essential to adapt global strategies thoughtfully. Trends like shoppable livestreams and interactive commerce have great potential here, allowing customers to discover and purchase products in real time. Hyper-localized voice search marketing is another opportunity, catering to India’s linguistic diversity and regional nuances.

Immersive virtual brand experiences, tailored to Indian sensibilities, can also create stronger emotional connections. While these strategies need to be localized, they align well with evolving consumer behaviours in India, where technology and personalization play a key role.

Lastly, what are your expectations from the upcoming budget?

Gifting reflects how people feel – be it love, celebration, or appreciation. If the budget introduces measures that boost disposable incomes, enhance consumer confidence, or support initiatives around entrepreneurship and sustainability, it naturally encourages spending on moments of joy.

Additionally, investments in logistics and digital infrastructure can further strengthen e-commerce, enabling us to reach customers in even the remotest corners of the country with personalized experiences.

A budget that fosters growth and resilience paves the way for more celebrations and meaningful connections.

Also Read: How brand marketing today is becoming more purpose-driven