Partho Banerjee on the future of marketing: Purpose, functionality, & sustainability

Speaking at the India Digital Summit 2025, Partho Banerjee Head of Sales and Marketing at Maruti Suzuki, took the stage alongside Vivek Malhotra, Group CMO & COO (Consumer Revenue & Enterprise Strategy). Malhotra introduced Banerjee as a marketer who places a strong emphasis on customer-centricity in his approach.

The conversation began with Malhotra asking Banerjee for his thoughts on the 4.0 communication ecosystem. Banerjee emphasized the importance of distinguishing between purpose and functionality. He pointed out that, too often, brands focus only on functionality without conveying its purpose. Functionality should always serve a clear goal. For instance, Instagram initially offered a single feature but later expanded its offering to connect with a wider range of customers.

Banerjee highlighted how Nexa had enabled Maruti Suzuki to connect with younger audiences by evolving the customer experience. It's about creating a holistic message that goes beyond just promoting a product. While functionality is critical, Banerjee stressed that the Indian consumer is highly discerning, which helps explain the ongoing popularity of diesel cars. By focusing on both functionality and purpose, a brand's message becomes clearer and more impactful.

As the discussion continued, Malhotra noted how many brands are now focusing on purpose-driven marketing, especially sustainability. However, he acknowledged that communicating these values effectively can be challenging for marketers.

Banerjee shared his thoughts on this: "Some time ago, we launched a CNG campaign focusing on CNG cars. While cost savings are the primary driver for using CNG, it also offers environmental benefits. However, there was a perceived liability due to the lack of consumer affinity for the product. Today's young Indian customer is environmentally conscious and understands sustainability, recognizing their moral responsibility."

He also mentioned a conversation he had with a Tesla customer in the U.S. who had purchased the car to contribute positively to the environment. Banerjee admired how Tesla's marketing successfully conveyed this message. Inspired by this, Maruti Suzuki launched a sustainability campaign for CNG cars, shifting the narrative from viewing CNG cars as a necessary compromise to embracing them as part of a larger sustainability movement.

Banerjee concluded by saying, "If you fail to create a community of people who believe in you and value your brand, you'll continue to run campaign after campaign with minimal results. However, if you successfully foster these communities, the brand will start to thrive organically."

Maruti Suzuki is set to showcase its production-ready eBorn SUV, the eVITARA, at the Bharat Mobility Global Expo 2025, beginning Friday, January 17, 2025. The eVITARA is a global model, manufactured in India for global markets, and was recently unveiled by Suzuki Motor Corporation in Milan, Italy.

Malhotra inquired about the reasoning behind naming Maruti Suzuki's cars "eBorn," to which Banerjee explained that the goal is to discover new products.

"While new products are constantly being launched, the key to success lies in the ecosystem. Currently, EVs contribute only 2.5% of total sales. While everyone is launching a product, we aim to create a robust ecosystem before entering the market. With eBorn, we aspire to create a community where everyone has a defined purpose and contributes to the collective goal. By fostering this sense of community and purpose, we can differentiate ourselves, achieve greater success, and effectively address the needs and aspirations of our customers," Banerjee said.

In the closing moments of the discussion, Malhotra pointed out how Gen Z and Gen Alpha have easy access to vast amounts of information and typically research products thoroughly before making a purchase, often relying on podcasts and reviews. While this is common for younger generations, it can be "estranging" for older generations. As a result, while younger consumers are emotionally driven, they still prioritize functionality.

Malhotra then asked how marketers can strike the right balance between emotional appeal and functionality.

Banerjee responded by outlining several key considerations for customer communication. "Firstly, managing costs and maintaining progress are crucial. Syndicated strategies have revealed that 51% of Indian consumers value functionality; however, it's essential to align functionality with a clear purpose."

He continued, "Marketers should address societal challenges and emphasize the significance of each customer in the market. Communities are not solely built on product functionality but also on emotional connections and a shared purpose that aligns with the functionality."