"Our strategy is rooted in creating meaningful engagement through innovation"

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, Rajat Abbi, Vice President - Global Marketing and Chief Marketing Officer, Schneider Electric Greater India, shares insights into his approach to marketing in today’s fast-evolving landscape. He discusses the principles and strategies that have proven most effective, how the brand is integrating sustainable practices into its marketing efforts, and the evolving consumer behaviour in the sector.

Abbi also highlights recent innovative marketing initiatives that stood out to him, particularly from Schneider Electric. Additionally, he reflects on global marketing strategies that could be adapted for the Indian market and explores ways in which they can be effectively implemented.

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

At Schneider Electric, our marketing approach is deeply customer-centric and purpose-driven. In today’s fast-evolving landscape, where digital transformation and sustainability are shaping consumer expectations, our strategy is rooted in creating meaningful engagement through innovation, personalization, and trust. We aim to address real-world challenges by aligning our campaigns with our purpose to create impact by empowering all to make the most of our energy and resources, bridging progress and sustainability for all.

A key principle driving our success is our focus on storytelling—communicating how our solutions make tangible impacts on industries, communities, and the planet. Additionally, we leverage data-driven insights to tailor our messaging and ensure relevance across diverse audiences. This combination of purpose, innovation, and personalization has helped us maintain our position as a leader in sustainability and energy efficiency.

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

At Schneider Electric, we are actively embracing cutting-edge technologies like artificial intelligence (AI) and machine learning (ML) to enhance personalization, streamline processes, and optimize decision-making across our marketing strategies.

AI-driven analytics play a pivotal role in helping us understand consumer behaviour at a granular level. This enables us to craft highly targeted messaging that resonates with diverse audiences, ultimately improving customer experiences. Programmatic media buying, powered by AI, has also proven to be transformative by significantly enhancing the return on investment (ROI) from our media spends.

In addition, advanced AI applications, such as virtual assistants and chatbots, are revolutionizing customer engagement by delivering instant, personalized support. These tools are seamlessly integrated with drip and nurture campaigns, which form the backbone of our sales and marketing automation efforts, ensuring a consistent and impactful journey for our customers and prospects.

We are also incorporating sustainability-focused innovations into our marketing initiatives. Tools like carbon footprint calculators and environmental impact measurement systems are helping us not only promote our solutions but also reinforce our commitment to sustainability. By showcasing the tangible benefits of our eco-friendly offerings, we align our marketing strategies with Schneider Electric’s broader purpose of advancing energy efficiency and environmental stewardship.

Through these innovative approaches, we aim to stay ahead of industry trends while delivering value-driven, purpose-led marketing that supports our mission and vision.

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

Sustainability is at the core of Schneider Electric’s ethos, and this commitment extends to our marketing strategies. As a global leader in energy management and next-generation automation, we have consistently leveraged our expertise to champion sustainability, carbon neutrality, and energy efficiency across industries.

Our flagship initiative, Green Yodha, exemplifies this commitment. It fosters a community of businesses and individuals dedicated to reducing energy consumption, accelerating electrification, and aligning energy supply with India’s climate targets. Sustainability for us is not a peripheral aspect—it is deeply woven into our purpose and actions.

One of the highlights of this initiative is the Schneider Electric Innovation Yatra, a groundbreaking, carbon-neutral journey that spans approximately 60 cities, engaging thousands of customers, partners, and stakeholders in person, while reaching millions digitally. This campaign has been instrumental in creating a network of over 10,000 climate warriors who have pledged to be Green Yodhas for the planet.

We have also strategically leveraged cricket’s unmatched influence in India through our three-year association with the Rajasthan Royals IPL team as their official sustainability partner. This collaboration seamlessly blends sports and sustainability, using cricket's immense reach to inspire fans to take climate-positive actions and become Green Yodhas.

Additionally, we are proud to serve as the Official Sustainability partner at ELECRAMA 2025, the largest electrical and allied electronics tradeshow. This partnership further underscores our commitment to driving awareness and adoption of sustainable practices within the energy and electrical sectors. By collaborating with influential platforms like ELECRAMA, we aim to foster dialogue, inspire action, and promote solutions that support India’s energy transition.

Through these initiatives and strategic partnerships, Schneider Electric integrates sustainability into every touchpoint of our marketing, driving meaningful change and building a more sustainable future.

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

The energy management and automation sector is witnessing rapid advancements in digitalization, decarbonization, and decentralization. For instance, the growing demand for smart and connected solutions has encouraged us to spotlight the role of digitalization in enhancing operational efficiency and sustainability. Similarly, the rise of renewable energy and microgrids has influenced our messaging, as we work to educate stakeholders about the tangible benefits of transitioning to cleaner, more resilient energy sources.

The increasing regulatory emphasis on sustainability has further provided opportunities to position Schneider Electric as a trusted advisor for businesses aiming to align with evolving environmental standards.

Additionally, the alarming rise in air quality index (AQI) levels in many regions has amplified the urgency for solutions that promote cleaner, healthier living and working environments. In response, we have introduced innovative products like our Miluz Zeta switches. These state-of-the-art switches not only enhance energy efficiency but are also designed to ensure a safe and reliable experience for modern homes and workplaces. The Miluz ZeTa collection includes cutting-edge innovations such as a patented switch socket for space-saving installation, an Air Quality Indicator, and a VSP (Voltage Surge Protector). Miluz ZeTa is compatible with the Schneider Electric Wiser system, offering seamless energy management and smart home integration. By combining advanced technology with sustainability, we are addressing pressing environmental challenges while catering to consumer needs.

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

One initiative that stands out is Schneider Electric Green Yodha initiative. This campaign encourages businesses and individuals to adopt sustainable practices and collaborate on reducing carbon footprints. What makes it innovative is its focus on empowerment and actionable insights, supported by a robust digital outreach strategy.

Outside of Schneider Electric, I admire campaigns that effectively combine purpose and technology. For instance, brands leveraging gamification to promote sustainable behaviour—such as rewarding users for reducing their energy consumption—illustrate the power of innovation in influencing positive change.

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

Consumer behaviour has evolved significantly, with a growing emphasis on sustainability, digital solutions, and customization. Today’s customers are more informed and proactive, seeking solutions that align with their values and offer long-term benefits.

We have observed an increasing demand for transparency—customers want to understand the environmental and financial impact of their choices. Additionally, the pandemic accelerated the adoption of digital tools, with customers expecting seamless, technology-driven experiences across touchpoints. These trends have prompted us to innovate continuously and prioritize value-driven engagement.

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

While global marketing strategies provide a solid foundation, localization is critical to their success in India. Strategies that emphasize sustainability and digital transformation resonate well here, but they must be tailored to address the unique challenges and opportunities of the Indian market, such as energy access and affordability.

For instance, campaigns that highlight real-life use cases, particularly in rural or underserved areas, tend to drive stronger engagement. Additionally, India’s growing digital adoption creates an opportunity to amplify global campaigns through vernacular content and regional influencers.

Also Read: Data can make our strategy more proactive, but do not treat data as gospel: Experts