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Arvind Iyer is a man with eclectic tastes, absorbing lessons from management gurus to musicians. As the head of marketing at Piramal Finance, Iyers hopes that his team gleans some of his learnings. In a conversation with Storyboard18, he emphasised the importance of getting to know the customer well enough to deepen their understanding about key cohorts. 


“If your business environment permits, then you should try and do that with first-hand lived experiences. Which means going out and being with the customer, trying to understand their life more than just them as consumers or as a cohort,” he said during the interaction.
 

Edited excerpts:

 
What are some of your favourite quotes on marketing and leadership?


I'll start with a new-age marketing guru, Seth Godin, who says, “People do not buy goods and services. They buy relations, stories and magic.” That's so true for brands that are being built today. One old quote that I really like from British advertising tycoon David Ogilvy is, “Big ideas are usually simple ideas.”

Then there is the Chinese philosopher and writer Lao Tzu, who said—and this one I really identify with—“A leader is best when people barely know he exists, when his work is done, his aim fulfilled, they will say: we did it ourselves.”

And one of my personal favourites is the late Canadian musician Neil Peart, the lyricist and drummer of the rock band Rush. He wrote this line in one of their songs called Vital Signs from the album Moving Pictures. It says “Courageous convictions will drag the dream into existence.”


In your free time, what kind of marketing-related content do you consume?


We definitely keep our eyes and ears to the ground to see what is going on right now. So there's (sales, marketing and customer service company) HubSpot, (blogger) Neil Patel on SEO, and the tool Semrush (the SaaS platform offered by Boston-based Semrush Holdings) itself.


We have a subscription to Semrush and it's quite endearing to just play around with it to see what's happening from a keyword trend standpoint and to see what people are searching. 


Then, there is something called Sprout Social, a social media management tool. Online publishing platform Medium has some good resources like Outgrow (a B2B tech company), etc.


What I really liked was the whole ‘Overpowered' series featuring entrepreneur Varun Mayya and YouTuber and comedian Tanmay Bhat. It's good to see what's happening in that space and then learn something new from there.


Where do you get your social media fix from? 


We use a custom social listening tool for all things, especially Meta and YouTube. So, we curate through a social listening tool and some manual effort from each one of us. It gives you overall a trend that is not really marketing but about what's happening in and around you. So that comes in super handy.


What were the last five videos you viewed on any social platform?


I watched (Marathi song) ‘Taambdi Chaamdi’ by DJ Kratex and Indian rapper Shreyas, and ‘Sapne Dekhna Achchi Baat Hai’. 


This was followed by The LloydAndMatt Show on Dad Jokes, and Lot of Easter Eggs by Vir Bhaan Saini.

 
Who are your favourite creators and what draws you to them?


On business marketing and culture, there are quite a few but I want to name a couple of them. One is the podcast series WTF by Nikhil Kamath. I also do look at Backslash (the cultural intelligence unit of advertising agency TBWA) to see how they map and navigate culture to try and see how we can use some of the tools or the techniques that they use. I think what they put out on Instagram is actually really good. 


Another one is a business podcast called ‘How I Built This’ by American journalist Guy Raz. He talks about a whole different bunch of brands and companies in terms of how they built it. So that's again an interesting long-format show but good to hear and listen into.


On the entertainment side, there is really quite a bit. I've been recently watching a lot of content by Dr Pal Manickam (an American board-certified gastroenterologist). He is somebody who talks on gut health in a very entertaining manner.


There's this Instagram handle called Analog Society where they do music mashups and put out these little clips. The television programme ‘Last Week Tonight with John Oliver’ is another thing that I try and follow as much as I can.


And when the brain needs to switch to completely random things, then something like a 9GAG (online platform and social media website) for sure. 

 
What is your sports or fitness routine like? 


I am not into extreme sports and fitness routines but I definitely do jogging, lift weights and yoga once a week.

 
How does your routine weekend go? What does your favourite kind of weekend look like?


I like spending time with my family. As and when I do make the time, I hit the stage because I'm a moonlighting musician too. 

 
What have you been watching on weekends? 


I barely get time. But when I do, I kind of like seeing things that have a little depth. So I've been a lot into Malayalam movies these days, and I have been meaning to catch ‘Kishkindha Kaandam’ which is running in theatres.


Generally, for the repeat fix, I tend to oscillate between Yes Minister, The Office, Boston Legal, Friends, etc. 


In fact, the latest musical documentary I watched was called ‘The Greatest Night in Pop’. It's with Quincy Jones, Michael Jackson and Lionel Richie. 

 
Any work or life hack you swear by?


The whole aspect of ‘Stay Humble and stay Foolish’ I think has worked for me. You are managing a team who does a lot of the heavy lifting for you. I think just being able to bestow the trust on the people and sort of helping them stay over when it's absolutely needed is the biggest thing one could do. And while doing that, I think learning is super important. 


What are you reading? Any recommendations?


I am reading two to three books. The first one is a very interesting book by American author Cal Newport called ‘Deep Work’. It's about saying how do you kind of sit down and focus in a highly distracted world.


The second one that I finished recently is ‘Lilliput Land’ by Rama Bijapurkar. This is one of those books where when you read, you've got to kind of take notes.


What I am currently reading is the ‘The War of Art’ by Steven Pressfield. 


What's your advice to avoid personal and professional burnout?


What I can think of is you need to work for someone or rather your manager or the environment around you where someone is invariably brutally honest with you and in a way that is trying to make you a better version of yourself. 

 
A piece of professional wisdom you would like to share with next-gen marketers? 


It's actually one piece, but it's split into four. Because it's marketers, I'd say there are broadly four components. You always start with a KYC, which is ‘knowing your consumer’ inside out, and one needs to develop chops in understanding all the key cohorts. If your business environment permits, then you should try and do that with first-hand lived experiences. Which means going out and being with the customer, trying to understand their life more than just seeing them as consumers or as a cohort.

Secondly, I love new-age digital marketing and AI. It's so much of an open canvas. We do a lot of that at Piramal Finance, and the beauty of this is, there is an innate ability to be able to read things almost instantly. 

Thirdly, I'd say to sort of rely on good old marketing management theories like STP, 4Ps, Hofstede onion, and implicit models of segmentation. Going back to (author and consultant) Philip Kotler and (management guru) Peter Drucker never hurts. Invest in first-hand experience in developing them irrespective of what role you have. Whatever exposure you can get is good for you because you can just land up absorbing and if you do work in a place where someone is trying to get you to be a better version of yourself, then you should be able to ask questions and seek answers to some of the things that people have been dabbling with for years already. 

There is a nice saying by American composer and economist W. Edwards Deming: In God we trust; all others must bring data. A lot of people in many teams would say that they're not very comfortable having the acumen to interpret data in an analytical form.

But I think just being able to develop some sense of seeing where numbers are, how to navigate and not needing to remember every single factor out there is super important to be able to get that perspective.

Because it gives you a glimpse of how your business is doing and to be able to marry that with brand and consumer and market kind of just triangulates all of them together.


What's the best advice you have got or heard on life?


Interestingly, it's from my father and that's something I practise quite a bit. He once told me that the key quality essential for seeing progress is your willingness to embrace change. Since we live in the world of constant flux, being able to embrace change and being able to develop more native abilities towards it is, I think, the best advice I have received. It's personally been very beneficial for me and I try to follow that for all my team members and all my peers as much as possible.


Read More: <a href="https://www.storyboard18.com/brand-makers/jim-stengels-the-cmo-podcast-helps-refine-my-understanding-of-the-role-amit-doshi-40998.htm">Jim Stengel’s ‘The CMO Podcast’ helps refine my understanding of the role : Amit Doshi</a>

Know your consumer inside and out, says Arvind Iyer, Piramal Finance

Roshni Das, Vice President, Global Marketing (Innovation) & India Region CMO, Intel Corporation, tries to be with people who emit positive energy as the side effects of negative thinking reflects deeply on work. 


In a conversation with Storyboard18, she said: “Read /listen/learn from inspiring people/experiences. There is just so much wonder out there. State expectations and be clear about outcomes. Enjoy what you do and take breaks. Sleep. Spend time with family and friends.”


Edited excerpts:


Can you list five of your favourite quotes on marketing and leadership?

 
So many inspiring leaders to choose from, but here are a few that resonates with me across both leadership and marketing.


“Good marketing makes the company looks smart. Great marketing makes the customer feels smart.” - Joe Chernov, Marketer and Startup Advisor.


“You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete" - Buckminster Fuller, American architect



“Your talent determines what you can do. Your motivation determines how much you are willing to do. Your attitude determines how well you do it.” - Lou Holtz, American former football coach. 



“Fight for the things you care about but do it in a way that will lead others to join you.” - Ruth Bader Ginsburg, Former Associate Justice of the Supreme Court of the United States.


“The biggest risk is not taking any risk” - Mark Zuckerberg, Co-founder, Facebook


In your free time, what kind of marketing-related content do you look at?


My favorite go-to when it comes to exploring marketing content is podcasts by Chris Evans, Reif Hoffman, Rory Sutherland, Peter Weinberg, and Scott Galloway.


I also keep up with industry trends shared by very generous marketing community groups - Digi Marketers by Jessi Paul, 10Xer by Harinder Singh, Storyboard18, MMA, and CII forums. And, of course, a daily dose of LinkedIn conversations helps with more real-time updates.


Lastly, something that really invokes inspiration and broadens my perspective are advertising festivals, conferences and marketing jury duty. I attend them to quickly get abreast with new insights and see a showcase of some really sharp creative works of marketers today.

 
Who are your favourite creators and what draws them to you?


I have started to explore Decoder by Nilay Patel who talks business, The Morgan Housel Podcast, which is grounded in life and beliefs, and also Amit Verma’s topics which are always delightful and in-depth. 


I follow Mr. Beast with my kids. He is a great example of a brand, creator and a legendary marketer. For entertaining brand integrations plus storytelling, and Bengaluru-centric humour, Danish Sait is a fun watch. We have worked with Varun Mayya of Overpowered extensively this year for awareness of the AI PC, and it's interesting how AI content itself is a separate category of influencers, and a great way to stay updated on some cool tech developments.


WATCH: <iframe width="560" height="315" src="https://www.youtube.com/embed/50OeCPVyy5Q?si=R-6n4uqLT8V5EE2I" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe> 


Where do you get your social media fix?


I mostly love to meander and let the exploration be a bit unfiltered, but I try to limit the time I spend on social media. My primary digital time would be on LinkedIn for work conversations and updates on what is happening within the industry. Also some great influencers/thought leaders are always worth a read.


I really liked Quora since they began for their community-sourced conversations and queries. I still use it for some questions that pop up, and I watch YouTube for in-depth interviews and reviews.


I am a passive consumer of Instagram. I don't actively participate, except to check tags and notifications. It’s great for some DIYs and content creators.

 
What were the last few videos viewed on any platform? 


The longest video I am watching right now is Shrinking on Apple TV. I enjoyed an episode by Manish Sabharwal on Interpreting India’s labour market. The latest food places to visit in Bangalore by Lets Eat Bangalore on Instagram.


What is your sport/fitness/wellbeing routine?


I try to eat in moderation. I watch and limit the whites (sugar, rice, processed foods). I swim, do yoga, walk, smile and sleep well.


How does your routine weekend go? What does your favorite kind of weekend look like?


I like my weekends to be unrushed. Long, quiet mornings, reading newspapers and then some Sunday swim with a dear friend. I try and catch a movie with my husband and find a new restaurant or bar to hang out with friends and kids, depending on the location.


What have you been watching on weekends?


Gosh, I do binge watch on weekends! Shrinking and Slow Horses on Apple TV. Lincoln Lawyer on Netflix. TV series Paris Has Fallen on Amazon Prime.


Any work or life hack you swear by?


I still like to use a book and pen to draw up an outline before I turn on the PC. It helps me think better instead of getting distracted with formatting and typing. A to-do list is important and I circle back on progress. I take silent coffee or do nothing breaks. It reminds me of a quote from Harry Potter series: “All who wander are not lost."


What are you reading? Any recommendations?


I am reading Alchemy by Rory Sutherland and Outlive by Dr Peter Attia. I highly recommend some popular favourites, like Same as Ever by Morgan Housel, Ideas that Stick by Dan Heath, Atomic Habits by James Clear.

 
What is your advice to avoid personal and professional burnout?


I try to be around people who are positive. Negative energy drains working effectively. Read /listen/learn from inspiring people/experiences. There is just so much wonder out there. State expectations and be clear about outcomes. Enjoy what you do and take breaks. Sleep. Spend time with family and friends.


A piece of advice you would like to share with GenZ?


I think it’s a two-way street. Understanding what makes them tick so we are culturally relevant as parents and marketers. To me, they seem sure of themselves and very sorted on what they want out of life. I don’t think I had this kind of confidence. But if there was a piece of advice, I would lean on this quote, “A diamond doesn't start out polished and shining. It once was nothing special, but with enough pressure and time, becomes spectacular” so hardwork, understand the inter-generational inter-play, re-learning and being open to change to be spectacular. 

 
What's the best advice you got or heard in life?


There are three that make it to the top:



Don’t take yourself too seriously. Nothing is as good or bad as it seems.



You are who you believe you are. Don’t be shy to bet on yourself.



The little, kind things always matter.


Read More: <a href="https://www.storyboard18.com/brand-makers/enjoy-what-you-do-and-who-you-work-with-lance-bennett-mercedes-benz-india-40463.htm">You will never win by focusing on the rearview mirror: Lance Bennett, Mercedes-Benz India</a>

State expectations, be clear about outcomes: Roshni Das of Intel

Ritu Mittal, Head - Marketing and Digital at Bayer Consumer Health Division India, swears by planning with purpose, and maps out the week ahead of her by setting clearly-defined priorities. 


“My calendar is always updated. On Sunday evening, I will scan through my calendar. Both personal and professional priorities are already mapped out. It helps me ensure that I stay focused on what truly matters while allowing space for some flexibility and creativity,” she says. 


Edited Excerpts:


Can you list five of your favourite quotes on marketing and leadership? 


One of my favourite quotes on marketing is by American author Seth Godin, which says people do not buy goods and services, they buy relations, stories and magic. The second one is a quote by internet personality Tom Fishburne. He says the best marketing doesn't feel like marketing. The third one on leadership is not about being in charge. It's about taking care of those in your charge, which was said by English-American author Simon Sinek. 


In your free time, what kind of marketing-related content do you consume? 


I am quite passionate about both creativity and technology, and how it can create solutions for consumers. I am consuming a lot of content that is being generated on influencer campaigns these days. I value spending time with consumers, sifting through insights in consumer behaviour and how it is changing. I think that really keeps you in touch with the consumer, which is very important in jobs like ours. And, it is very important for developing effective marketing strategies.


Where do you get your social media fix?


One is LinkedIn, and the other is Instagram. LinkedIn, for me, is primarily staying connected with people, whether I have worked with them in the past or have met at various events.


It also offers a lot of professional insights, thought leadership articles that you can browse through and read through. So, it helps you in sharing knowledge with others, it helps you in reading what others are sharing on the platform and in staying updated on the industry trends.


I think nothing really beats the experience of meeting people in person which I thoroughly enjoy at various networking events. These face-to-face interactions foster deeper connections and provide richer opportunities to exchange insights -- be it emerging trends or best practices in their industries.


Instagram is the place where I spend a fair bit of time, both at a personal and a professional level. It's a go-to source for creative inspiration. The combination of LinkedIn's professional depth and Instagram's creative flair is what allows me to stay balanced and inspired in my marketing endeavors. 


Who are your favourite creators and what draws you to them?


On LinkedIn, I do see a lot of campaigns shared by consultant Karthik Srinivasan. I like his perspective and keeping everybody up-to-date with the latest campaigns. I also follow a lot of content from Simon Sinek. Many of the concepts he has shared in leadership and marketing is something I truly relate to -- whether it is the basic theory of reaching more people and getting more trialists who buy you less number of times versus going after a few people who buy you frequently. 


What is your fitness well-being routine like?


I focus on yoga as a part of my well-being routine. As somebody who works in consumer health, I cannot emphasise the importance of self-care more. It is important that I personally practise it as well. 


I do believe that prioritising well-being is really crucial. Whether it is physical fitness or practices like mindfulness, they enhance personal resilience and fuel creativity and clarity in professional life.


How does your routine weekend go? What does your favourite kind of weekend look like?


My weekend is a lot about my family and it is about enjoying simple moments with them, whether it is at home or outside, preferably somewhere in nature. 


As a working mother, weekends become very important for me to spend time with my seven-year-old daughter. I do try to catch up on some Netflix, some TV series or OTT series or have meals together with family. Some weekends, I'm able to meet friends, explore some outdoors because it's a refreshing break from the hustle and bustle of the week.


What have you been watching on weekends?


Recently, it was ‘Emily in Paris’. When Season 4 was released, I managed to catch all the previous seasons and the latest one. The latest one is interesting because it's a blend of fashion culture and a bit of marketing as well. It also gives some insights into branding and consumer engagement.


Any work or life hack you swear by? 


There is one which, in the last few years as a working mother, I firmly believe in. The principle of planning with purpose is something that I swear by now. I take my time to map out the week ahead with very clearly-defined priorities and designated time blocks. 


My calendar is always updated. On Sunday evening, I will scan through my calendar. Both personal and professional priorities are already mapped out, balancing my professional responsibilities and personal commitments. It helps me ensure that I stay focused on what truly matters while allowing space for some flexibility and creativity. 


What are you reading? Any recommendations? 


There is this one book I recently found and I highly recommend it. It's called ‘The Power of Moments’ by Chip Heath and Dan Heath. It's about experiences that have an extraordinary impact. It offers a lot of lessons for marketers who are seeking to create impactful experiences.

It emphasises the importance of designing moments that resonate deeply with you, ultimately leading to more meaningful connections and lasting impressions. So that's something I would highly recommend for marketers and for anybody else as well. Besides, I do keep finding literature that's about future trends in marketing, technology, etc., from time to time, and I do read through some of those reports as well. 


What's your advice to avoid personal and professional burnout?


I think planning, for sure, can truly help in prioritising. It is important to sift through and see what is important to me as a professional and at a personal level. Set clear goals for yourself, set boundaries for yourself and adhere to them.


I do not think that success should come at the cost of personal health. That’s why right planning, prioritisation and setting clear boundaries are important. Despite that, if you know somebody personally or you feel that someone around you is probably going through a phase of burnout, it is very important to give it immediate attention.


A piece of professional wisdom you would like to share with next-gen marketers?


Be endlessly curious, always keep learning, experiment and stay connected to your consumers' needs. I think this approach will definitely help the next-gen marketers build meaningful brands. 


What's the best advice you have got or heard on life?


Don’t fight every battle. Sometimes, you need to let go of a battle to win the war. Always choose your battles wisely. You can't fight every battle and you should be clear on which battle you want to fight and which battle you are okay to not fight as well. 


Read More: <a href="https://www.storyboard18.com/brand-makers/enjoy-what-you-do-and-who-you-work-with-lance-bennett-mercedes-benz-india-40463.htm">You will never win by focusing on the rearview mirror: Lance Bennett, Mercedes-Benz India</a>

Plan, set goals and boundaries, adhere to them: Ritu Mittal of Bayer

For Tushar Malhotra, Director, Sales & Marketing, Bisleri International, keeping things simple, being rational and stress-free are his simple tips to strive for a near-perfect work and life balance. Follow these tips, things will fall in place sooner or later are his mantra. 


On the concept of tackling personal and professional burnout, Malhotra says, “Some situations are in your control, and some aren’t. But as long as you remain calm and you get the big picture, things will fall in place and life goes on.”


Edited excerpts from the conversation:


What are your favourite quotes on marketing and leadership?


I start with the premise that the function of leadership is to produce more leaders, not more followers. — Ralph Nade


Creativity is intelligence having fun – Albert Einstein


A pessimist sees a difficulty in every opportunity, an optimist sees an opportunity in every difficulty – Winston Churchill


Genius is 1% inspiration and 99% perspiration. The value of an idea lies in the using of it. – Thomas Alva Edison


The best advertising is done by satisfied customers – Philip Kotler


Change before you have to – Jack Welch


Raise your words, not your voice. It is rain which grows flowers, not thunder. – Rumi


What kind of marketing-related content do you consume?


Storyboard18 is one place that I always go to to know what's happening in the Indian marketing circuit. I also follow a lot of global content. For example, Hypebeast tells you of all the collaborations and campaigns that are happening globally. It’s always important to learn and get inspired by good work, which is happening across the fraternity.


Where do you get your social media fix from? 


It’s LinkedIn and Instagram. From a social media perspective, there are content creators such as Ankur Warikoo on LinkedIn, who give good information. Instagram keeps you up to speed with what content creators and influencers in India are doing. You need to keep yourself updated with what your consumers are consuming online.


What is your sport, fitness or well-being routine like? 


I’m a fitness freak, and hit the gym five-to-six days a week.


I have a trainer who is an MMA (mixed martial arts) fighter. I do kickboxing for at least two to three hours. Then, I have a proper weightlifting and gyming routine. So, I follow a very strong fitness regimen because I think in this day and age, it’s essential to remain healthy and physically fit, which impacts you mentally as well.


How does your routine weekend go? What does your favourite kind of weekend look like? 


I have a five-year-old son and I like spending a lot of time with him. I take him out to Paul. Usually, I have coffee and he has orange juice and croissants. That's how I begin my weekend. Then, I make Legos with him for the next couple of hours followed by catching up with some reading. I like a nice jazz evening. There are a lot of places in Mumbai, which are my kind of frequent hangouts. Fitness and family are the primary focus on my weekends.


What have you been watching on weekends?


I'm watching Mad Men and it kind of got me hooked on the 1950s and 1960s era because I especially like how people dressed up. I'm always in a suit. 


Any work or life hack you swear by?


Keep things simple and get the big picture. You don't need to complicate life. You don't need to complicate a work situation. Be rational and don't stress. Eventually, things will fall in place. 


What are you reading these days? Any recommendations? 


I've gone back to the classics. I have been reading the works of Fitzgerald, Hemmingway and Bukowski, The Art of War – Sun Tzu.

I read a lot of business books like Blue Ocean Strategy, The New Strategic Brand Management - Kapferer. But there are autobiographies of Richard Branson, Jack Welch, Elon Musk, A.P.J. Abdul Kalam, which you keep reading again and again. There is a lot of inspiration in these books. You learn a lot from these personalities, who have achieved so much in life. 


What's your advice to avoid personal and professional burnout?


Keep things simple. You can do it without stress. Some situations are in your control, and some aren’t. But as long as you remain calm and you get the big picture, things will fall in place and life goes on.


What’s a piece of professional wisdom you would like to share with GenNext marketers? 


From my perspective, I think it’s simplicity in your thought process. A lot of clutter is doing the rounds. Such clutter reaches consumers as well. Once we get what we want to do, no such confusion prevails. 


What's the best advice you have got or heard?


I think, listen to understand and not react. Often, when we are talking to a person, we are thinking of what we are going to say first before we process all the information and analyse them. On several occasions, we react to a situation. Whether we are working in an organisation or in our personal relationships, it’s important to listen first, understand and communicate rather than react straight away. All in all, we need to react less and be more understanding in life.

 
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Keep it simple and be rational: Tushar Malhotra, Bisleri International

As a digital platform offering a large-screen experience, Connected TV (CTV) is becoming critical, with an audience of 30-40 million. Rise in CTV spends are more prominent with brands that are catering to metros and affluent audiences, according to Jai Lala, CEO, Zenith India, the media agency of Publicis Groupe.

Digital advertising is increasing at a rate of around 50 percent this festive season as well, says Lala. 

While addressing which industries will be heavy advertisers during the current festive period, Lala shares, "Auto will definitely increase, as will consumer durables due to auspicious buying. There are other adjacent categories, like clothing, which will have high spending. FMCG will be more or less consistent."

In an exclusive chat with Storyboard18, Jai Lala, CEO, Zenith India, the media agency of Publicis Groupe, shares that this festive season, categories like auto and finance will have a higher skew toward digital in comparison to FMCG categories. 

Edited excerpts:

Given the increasing fragmentation of media, how are advertisers allocating festive ad budgets across different platforms? Can you provide a breakdown of the percentage of spend on TV, digital, including CTV, OTT, and other channels?

It’s dependent on the category. If you look at categories like auto and finance, they will have a higher skew, as high as 60-70 percent on digital, but if you look at FMCG categories, the skew would be around 30-40 percent digital. It varies from category to category in terms of spending.

Within the categories, there will be brands, and it differs based on brand strategies and life cycles. There is no clear mathematical number I can give, but I can say that with everything becoming digital, the spending on digital is increasing. Digital is increasing at a rate of around 50 percent.

Within that, CTV is also growing phenomenally well. While the CTV audience is around 30-40 million, it is becoming extremely important as it is digital and on a big screen. The CTV increase is more prominent with brands that are catering to metros and affluent audiences.

What is the projected growth rate for OTT advertising during this festive season compared to the previous year? Please quantify the increase in ad spend and identify the key drivers behind this growth?

Last year, we had the World Cup, and a lot of money specifically on OTT went to the World Cup. This year we have the Women’s World Cup, but the scale is completely different. A lot of it is dependent on scale. It may be flat or experiencing degrowth because of the event. If we remove the event from the equation, then we see a growth of 15-20 percent.

When comparing news channels and GECs, which platform has seen a higher increase in ad rates for the festive season? Which one is the best bet for advertisers? 

News is very topical; it depends on the flavor and event. GECs are consistent throughout the year, but during festivities, ad spends go up because of the demand. There is no specific preference; it is a lot of demand and category-led.

Which categories will be big spenders and which won't be spending much?

Auto will definitely increase, as will consumer durables due to auspicious buying. There are other adjacent categories like clothing, which will have high spending. FMCG will be more or less consistent.

What are the emerging trends and innovative strategies that advertisers are adopting in their media planning for the festive season?

CTV is seeing the maximum growth, and it seems this will continue to grow for some time. Data-led planning is also seeing growth to better reach audiences.

How are advancements in technology, such as AI and machine learning, impacting media planning and measurement during festive seasons? How are these tools are being used to optimize campaigns and track ROI?

We have our own automated tool in India called iTitan, which we use effectively for forecasting and dashboarding. It’s built with a layer of AI. What will happen during the festive season is that you will need results much quicker than before, and that is where this tool will help you make faster and more informed decisions.

Read More: <a href="https://www.storyboard18.com/how-it-works/increasing-demand-for-gecs-has-led-to-some-amount-of-price-hardening-groupm-42466.htm" rel="noopener" target="_blank">GroupM predicts record festive growth for TV, Digital and OOH</a>

Festive forecast: Auto and finance lead the way in digital advertising, says Zenith's Jai Lala

Sujay Rachh had understood one thing about his marketing team. That they tend to shy away from shining the spotlight on themselves. “Maybe it's because we know that our worth lies not in what we say about ourselves, but in what our work says about us. After all, who needs to sell themselves when the results do all the talking? This is true, but we as marketers must find ways to sell ourselves too,” said Sujay Rachh, Chief Marketing Officer, Nuvama Group.


Edited excerpts from the conversation.

 
What are your favourite quotes on marketing and leadership?


I am not sure if this is marketing or leadership, but I have borrowed this from one of my bosses in my early days and it has stuck with me. I had heard him quote (the author) Spike Milligan — ‘Most people live a nothing life. The only important thing they ever do is dying.’ It made me reflect on how easy it is to drift through life without a purpose. I definitely don’t want to be in this lot of people.


In your free time, what marketing-related content do you consume? 


Lately, AI is taking up a lot of my time. Like many in the industry, I’m fascinated by how various platforms and technologies will impact the marketing landscape, and how it is revolutionising customer engagement and optimising campaign strategies. In my free time, you will find me reading about this and dabbling with AI platforms to understand their potential impact and ensure that our strategies are future-ready.

 
Where do you get your social media fix?


LinkedIn is my go-to platform. It has a healthy mix of content which is useful on both the personal and professional fronts.


What were the last five videos you viewed on any social media platform?

 
In no specific order, I can recall:

 
The courtroom exchange between Chief Justice of India DY Chandrachud and Senior Counsel Kapil Sibal – a fascinating legal debate

 
Instamart’s quirky ads, the Groom/Broom and Chawla/Chawal copies – hilarious and creative

 
Jimmy Kimmel’s take on the recent US presidential debate

 
Sadhguru’s perspective on ADD and ADHD – insightful and thought-provoking.

 
Roger Federer’s convocation speech at Dartmouth – long but incredibly inspiring.


Who are your favourite creators and what draws you to them?

 
Akshat Shrivastav is one of the creators I like listening to. The genuineness of his approach makes me go back to him and listen to his advice

 

I listen to Marques Brownlee for his tech reviews and views on the future of tech devices. Again, it’s the depth of his content that draws me to his channel.

 
Viraj Ghelani & Anirban Dasgupta. I find these guys really funny. 


What is your sport / fitness routine? What does your weekend look like? 

 
Badminton and running are two things I enjoy. Weekends are generally blocked for these two activities. Weekends are also for my son, who is currently into football and tennis. I love watching him play and get highly motivated by his determination. 

 
If I am not on the field, I maybe watching a movie on the big screen as I enjoy the immersive experience of the theatre, as opposed to bingeing on Netflix or any other streaming platform. On some occasions, I also go off-roading in my jeep outside the city limits. At times, you will find me unwinding with some good music. In essence, my ideal weekend is a balanced mix of physical activity, family time, movies, and relaxation.

 
What are you watching/ streaming this weekend?

 
Nothing in particular. This weekend I will mostly be grooving to the tunes of Phalguni Pathak

 
Any work or life hack you swear by?


Adding a ‘+1’ is something I consistently try to do. What I mean by that is doing what needs to be done to the tee… but then not stopping at that and always thinking of one additional thing that you can do which has not been asked for but will work wonders. This usually brings a smile to everyone’s face and most importantly, I feel really good about having gone the extra mile. It's very satisfying.


What are you reading ? Any recommendations?


Currently I am not reading anything. But among the good stuff I’ve read in the recent past is Byron Sharp’s ‘How Brands Grow.’ It challenges a lot of conventional marketing wisdom and presents a more realistic marketing thinking for today’s day and age.

 
What's your advice to avoid personal and professional burnout?

 
What helps me is taking short breaks from work, and disconnecting from all possible content. It creates a refreshing mental space. Another thing that really helps me is playing a sport. It helps me unwind and regain my calm. Sleep also helps. But that could be on account of my age.

 
A piece of professional wisdom you would like to share with next gen marketers?

 
In one of my recent posts, I had written something which I thought could be good advice. It's funny how a marketing team can sell ice to an eskimo, but when it comes to selling ourselves, we're like, "Do we really need a brochure for this?" We craft stories that make products irresistible, shape brands that people love, and create experiences that stick. 

 
Yet, when it's time to promote our own brilliance, we're suddenly the humble artiste behind the curtain. Maybe it's because we know that our worth lies not in what we say about ourselves, but in what our work says about us. After all, who needs to sell themselves when the results do all the talking? This is true, but we as marketers must find ways to sell ourselves too.

 
What's the best advice you've received on `life’?


Own your decisions. It could be a right decision or sometimes a wrong one. But learn to own it and work with it.

 
The other advice that hindsight has given me is — learn to manage money from an early age. Trust me, it will do you a lot of good.

 
Read More: <a href="https://www.storyboard18.com/brand-makers/enjoy-what-you-do-and-who-you-work-with-lance-bennett-mercedes-benz-india-40463.htm">You will never win by focusing on the rearview mirror: Lance Bennett, Mercedes-Benz India</a>

As marketers, we must find ways to sell ourselves too: Sujay Rachh, Nuvama Group

Post-pandemic, India has been rediscovering weekend getaways. People aren’t waiting for just two vacations a year anymore—they’re taking more short trips. That’s a space Cleartrip is planning to aggressively enter. It’s the third edition of Big Billion Day (BBD)—the seasonal discount festival—for the online travel agency since it was acquired by Flipkart. 

While sharing the idea behind the  ‘Life mat jhelo, bas niklo’ campaign, Tavleen Bhatia, chief marketing officer, Cleartrip, says, “Life is hard for everyone—people managing multiple responsibilities, whether at work or at home. It can be frustrating, and the truest escape from that frustration is travel. But most of the time, travel feels unaffordable. If you're having a tough day at work or stuck in endless traffic, you can’t just leave because it’s expensive. So, when you get great travel deals during BBD, we’re saying don’t hesitate—just escape." 

It's been six months since Bhatia was named CMO at Cleartrip. Talking about her vision for the OTA company, she says, "I’m filling some big shoes, but my biggest vision—and this is shared by the leadership—is that the OTA industry is underserved. If you look at competitors like MakeMyTrip, Agoda or Goibibo, there’s a lot of room for a challenger brand like us to win on experience. Cleartrip loyalists have always preferred us for our smooth, seamless UI (user interface), and I want to build on that."

The focus of Cleartrip’s media spends, which have grown by about 20 percent over the last year, is largely digital. “We rely on the entire Google and Meta networks. We also use connected TV and impact properties. Given our target group, we partner aggressively with key platforms like CRED. The audience fit is excellent there, but overall, we’re mainly digital. Digital allows us to achieve a full range of objectives—from reach and frequency to more bottom-funnel campaigns,” says Bhatia. 

While air travel remains Cleartrip's core business, two of its newer categories—hotels and buses—are outperforming on the growth front.  

"With buses, we launched a unique proposition called the Bus Pass, which came from the insight that many customers frequently use the same bus routes. We saw an opportunity to introduce a subscription model, and it's showing great results. Our bus business is growing at almost 150 percent year on year.," shares Bhatia. 

Cleartrip also recently entered the train travel market and expects aggressive growth there as well. "We're also taking initial steps in packages, which is another business that will continue to grow,” she says.

Cleartrip's top cities tend to be the core eight metros, followed by top leisure destinations like Goa, Rajasthan and Kerala. Internationally, destinations like Thailand, UAE, Malaysia and Singapore perform well. "We are also seeing smaller places like Almaty growing fast, showing that people are starting to experiment with their travel destinations," reveals Bhatia. 

In terms of demographics, Cleartrip’s core audience remains the urban, affluent millennial. Cleartrip is also witnessing growth in the Gen Z segment through its sister concern, Flipkart, where it operates travel as a category.

One of its key objectives is to aggressively grow its organic user base. "We aim to achieve 4-5X the growth typically seen in the industry. Another goal is to reduce reliance on paid channels like Skyscanner. While we’ll still use them tactically, we want the majority of our customers to come to us organically. This will help build stronger, more direct connections with our customers," she says, adding, “We want to scale our hotel business—we’ve made great strides in building the hotel experience, with over 300,000 properties on the platform. We’re particularly strong in premium hotels, and we want to showcase that, letting people know that Cleartrip is not just for flights.” 

Another key focus is international travel. The market is growing, and Indians are flying out more. "We want to encourage people to take their first big international trips beyond Southeast Asia or the Middle East—to destinations like Europe, the US and Australia," she states. 

Bhatia acknowledges that domestic growth is a little sluggish, but internationally, the industry is growing quite well. "That’s an area where we want to play a much bigger role. In terms of services and the experience, particularly with long-haul flights, the selection options we can provide are something we want to improve on and stand out for," she says.  

"When it comes to hotels, the market has largely been about the strength of selection—who has the most options. I believe we need to move towards more personalisation. For example, the kind of property I’d want to stay in now that I have a four-year-old is very different from the one I would’ve chosen when I was 20 or 21," she concludes.

Cleartrip’s media spend grows by 15–20% with focus on digital, CTV and impact properties

Sai Narayan, Chief Marketing Officer, Policybazaar, tries to infuse humour into everyday situations and keep it light. In a chat with Storyboard18, he touched upon having conversations with the team beyond work, and getting to know them in order to foster a positive work environment and keep burnout at bay.

Edited excerpts

What’s your fundamental tenet regarding your work?

In marketing, it is usually said that some things can't be measured. But if you try hard, you can measure everything. We are a very execution-focused company. The other thing we do is we experiment and pivot a lot. 


In your free time, what kind of marketing-related content do you consume? 


I like walking a lot. And during my walks, I listen to the Harvard Business Review (HBR) podcast on strategy. My favourite episodes are the brand strategy lessons drawn from Super Bowl ads. 


I started my career in advertising. We used to watch old, iconic ads and try writing the marketing and advertising objective or the brief for it. It used to be a lot of fun. Even now, when I do this at times, it's a lot of fun. 


Where do you get your social media fix from? 


I think it's mostly Instagram, Google News, and at times X (formerly Twitter). 


What were the last five videos you viewed on any social media platform? 


There are a few channels and people that I follow. There's one from the sports genre. It's a channel called The Grade Cricketer hosted by Sam Perry and Ian Higgins, Australian cricket writers. They talk about what happens in the world of cricket and sports. 


I get my sports fix from there. The other is a YouTube channel called the Chalchitra Talks, which recommends books and movies.

For news, I follow Newslaundry, Faye D’Souza’s channel Beatroot News, Lallantop, etc. I also listen to the podcast ‘Our Last Week’ by comedian Anuvab Pal and actor Kunaal Roy Kapur. It’s a comedy show where they talk about conundrums, but never solve them. 


Who are your favourite creators and what draws you to them? 


I think humour draws me a lot. The Grade Cricketer covers cricket, but they have a very dry sense of humour. That's something I enjoy. 


What is your sport or fitness routine like? 


I keep it simple. I do three days of strength training and the rest of the days, I go for my walks. I have started doing five minutes of breathing just to calm myself after the training. I play cricket on weekends. 


What do your weekends look like?


It's very simple. I like spending time at home with the family, relishing south Indian home food, watching a show or a movie, having an ice-cold gin in the afternoon. 


What have you been watching on weekends?


I recently saw a Hindi movie called Kill. I was quite amazed because it's in the league of John Wick in terms of action. It’s very slick. Recently, I also saw an American crime drama called Blackbird on Apple TV.


Any work or life hack you swear by? 


No hacks. Just keep your head down and chop the wood. Remove the noise and distractions around you. Keep small targets in the hunt for the big ones.


What are you reading? Any recommendations? 


I am reading Grit: The Power of Passion and Perseverance, by Angela Duckworth. It talks about how it's not talent, but a blend of passion and persistence that leads to outstanding achievements.


Sometime back, I revisited an old book I had read, called ‘Contempt.’ It's a work of fiction by the renowned Italian writer Alberto Muravio Moravia. It's a very deep study of the human mind and relationships. 


What's your advice to avoid personal and professional burnout? 
 

The advice for myself is to try and put humour into everyday things. Keep it light with the team, have a drink with them, and try to laugh it out as much as possible. 


A lot of times, we end up just talking about work. Talk to your colleagues about things beyond work. Just to get to know them. 


A piece of professional wisdom you would like to share with next gen marketers? 


Keep your phones down and meet your consumers. And talk to them. 


What's the best advice you have got in life? 


During the most heated or difficult time, just exhale and take a step back. Don't react immediately.


Read More: <a href="https://www.storyboard18.com/brand-makers/enjoy-what-you-do-and-who-you-work-with-lance-bennett-mercedes-benz-india-40463.htm">You will never win by focusing on the rearview mirror: Lance Bennett, Mercedes-Benz India</a>

Have conversations with the team beyond work: Sai Narayan, Policybazaar

With improving consumer sentiment, this year GroupM anticipates significant growth across various media channels during the festive season. TV and Print are expected to grow at high single digits, driven by investments in non-fiction programming on TV and impactful formats in Print. 

This festive season, out-of-Home (OOH) advertising will also see healthy double-digit growth, driven by increased mobility and outdoor activities during the festive season. "The key drivers behind this growth include improved consumer sentiment, increased disposable income, and the desire to celebrate and spend during the festive period. Digital media, with its ability to offer precise targeting and measurable outcomes, is likely to receive the most significant share of the budgets, followed by TV, Print, and OOH," states Ashwin Padmanabhan, Chief Operating Officer, GroupM, South Asia.

In a chat with Storyboard18, Ashwin Padmanabhan, Chief Operating Officer, GroupM, South Asia discusses how advertisers are allocating festive ad budgets across different platforms during this festive season, the best return on investment between news channels and General Entertainment Channels (GECs) and more. 

Edited excerpts:

Given the increasing fragmentation of media consumption, how are advertisers allocating festive ad budget across different platforms?

Our planning process and the choice of media and platforms are driven by the media and business outcomes we need to achieve for our clients. This involves understanding the audiences we want to reach and the actions we want them to take. Given the need to break through the clutter and drive meaningful actions, we see a strategic mix of investments across various platforms. Traditional impact media like TV and Print continue to play a crucial role, especially for broad reach and brand building. TV, with its high-impact non-fiction programming, and Print, with its credibility and reach, are essential for creating a strong brand presence.

On the other hand, digital media is indispensable for both branding and driving direct actions. Digital platforms offer precise targeting and measurable outcomes, making them ideal for engaging with specific audience segments. Social media, search engines, and programmatic advertising are key components of our digital strategy. Additionally, the rise of Connected TV (CTV) and Over-The-Top (OTT) platforms provides new opportunities for advertisers to reach audiences who are increasingly consuming content online. By leveraging a combination of traditional and digital media, we ensure a comprehensive approach that maximizes reach and engagement.

Can you share estimations of growth in digital, CTV, Print, OTT growth during the festive season. What are the key drivers behind this growth? Which media channels will get the most budgets?

With improving consumer sentiment, we anticipate significant growth across various media channels during the festive season. TV and Print are expected to grow at high single digits, driven by investments in non-fiction programming on TV and impactful formats in Print. These traditional media continue to be effective for broad reach and brand building, especially during festive times when consumers are more receptive to advertising.

CTV and OTT platforms are poised for substantial growth, benefiting from the increasing popularity of non-fiction programming and the launch of new shows. The convenience and flexibility of these platforms make them attractive to both viewers and advertisers. Overall, we expect digital media to grow between 15-20% this festive season. The short window of the festive period means that the intensity of spends will be higher, with advertisers looking to make the most of this peak consumption time.

When comparing news channels and General Entertainment Channels (GECs), which platform has seen a higher increase in ad rates for the festive season? Which one is the best bet for advertisers?

We are observing an increasing demand for GECs, which has led to some amount of price hardening. GECs offer a diverse range of content that appeals to a broad audience, making them highly attractive to advertisers looking to reach a wide demographic. The festive season often sees a surge in viewership for GECs due to special programming, festive shows, and family-oriented content. News channels, while are still important, the demand for news channels tends to be more stable, driven by the need for timely and relevant information. However, during the festive season, the entertainment value and mass appeal of GECs make them a better bet for advertisers looking to maximize their reach and impact.

For advertisers, GECs provide an excellent opportunity to connect with a diverse and engaged audience. The festive programming and special shows create a conducive environment for brand messaging, making GECs a preferred choice for many advertisers during this period.

What are the emerging trends and innovative strategies that advertisers are adopting in their media planning for the festive season?

Brands are increasingly adopting an omnichannel approach to engage and connect with consumers, reflecting in our media planning strategies. This approach ensures that brands can reach their target audience across multiple touchpoints, creating a seamless and integrated experience.

Interactive ads, such as shoppable videos and augmented reality, are gaining popularity for their immersive engagement, while influencer marketing helps brands reach niche audiences with authentic messages. The rise of programmatic advertising allows for real-time bidding and precise targeting, ensuring ads reach the right audience at the right time. Additionally, with growing consumer awareness about sustainability, brands are incorporating eco-friendly messages and practices into their campaigns, resonating with conscious consumers. By leveraging data and analytics to deliver personalized content and offers, brands can create more relevant, impactful, engaging, and memorable experiences that resonate with consumers during the festive season.

Out-of-Home (OOH) advertising will also see healthy double-digit growth, driven by increased mobility and outdoor activities during the festive season. The key drivers behind this growth include improved consumer sentiment, increased disposable income, and the desire to celebrate and spend during the festive period. Digital media, with its ability to offer precise targeting and measurable outcomes, is likely to receive the most significant share of the budgets, followed by TV, Print, and OOH.

GroupM predicts record festive growth for TV, Digital and OOH

According to McDonald’s India (W&S) CMO Arvind R P, the past decade has been all about digital, which has meant a proliferation of platforms and has helped marketers in more ways than one can imagine. But along with that has come an over-emphasis on performance marketing, which he cautions against. 


Instead, he says, one should not forget the principles of successful brand marketing, for there’s simply no better way to build brands and businesses other than broad reach campaigns with emotion and rich storytelling. "This is the only long-term and sustainable way of building brands and businesses," he adds. 


Arvind devotes a part of his weekends towards upgrading his knowledge of marketing. Apart from reading books and listening to podcasts over the weekend, Arvind also catches up on papers published by Australia’s Ehrenberg-Bass Institute.


“The others who I follow a lot and read regularly are Les Binet and Orlando Wood, who have written extensively on marketing and advertising,” Arvind said, during an interview with Storyboard 18. 


Edited excerpts:


In your free time, what kind of marketing-related content do you consume? 


I keep some time on Sundays to catch up on the latest in marketing. One of the areas I focus on is the work done by Australia’s Ehrenberg-Bass Institute. I try to catch up on the papers that they publish. I'm a big advocate of evidence-based, as opposed to theory-based, marketing. 


The others who I follow a lot and read regularly are Les Binet and Orlando Wood, who have written extensively on marketing and advertising. For me, it’s a mix of reading books and listening to audiobooks and podcasts.


Where do you get your social media fix from? 


I largely get it from X (formerly Twitter) and Instagram. I use X for news and to understand what's going on in the world. I depend on Instagram for interesting content from influencers, etc.


What were the last five videos you viewed on any social platform? 


In the last few days, there are two songs in particular I have listened to. One is Tauba Tauba from the film Bad Newz. And a Tamil song called Kasu Panam.


I follow James Hoffmann, barista and YouTuber, for various coffee hacks. Hoffmann is a coffee expert and I catch up on how to brew the perfect coffee at home, how to best use a moka pot, etc.


I love ghazals and listen to them regularly, especially Jagjit Singh. Over the weekends, I try to watch content on YouTube from political thinkers like Pratap Bhanu Mehta, philosophers, etc.


Who are your favourite creators and what draws you to them? 


When I was a kid, I used to watch a lot of Superman and characters from Marvel. Then I lost interest. But one creator and story I remained interested in was the whole world of Star Wars. The depth of the characters and the way the story is told makes it immensely watchable, regardless of age. 


What is your sport or fitness routine all about? 


Many years back, I used to walk every day. But for the past few years, it's been all about gyming. Even while traveling, I try to make it to the gym. When I'm doing cardio, I'm able to catch up on some audiobooks and podcasts.


What are your weekends like?


My weekends are full of lazing around. But my ideal weekend would be me and my family going out to either see a movie or dine at some restaurant that we’ve planned ahead for. Recently, my family and I were at Masque restaurant in Mumbai, and we really loved it.


My gym routine remains unbroken even on weekends. Then there’s streaming movies, serials, etc.


Any work or life hack you swear by? 


For me, it's all about living your passion. As long as you're living your passion, that keeps you going. For example, one of my passions is formal learning for myself and my team. Sometimes I conduct a session, sometimes I get somebody from outside the firm to conduct one. 


What are you reading? Any recommendations? 


In the last few weeks, one of the most fascinating books I have read is The Tyranny of Merit, by Michael J. Sandel. He's a Professor of Philosophy at Harvard.


He's written many books on the tyranny of merit and how meritorious people have such hubris that they look down on those who are not as successful. One might feel one has arrived in life, but one should have empathy, treat people with respect.


I'm also reading a book on Buddhism, Dust on the Throne: The Search for Buddhism in Modern India, by Douglas Ober. He's written about the evolution of Buddhism in India over centuries, especially the last one. 

 
The book I’ve just finished is Better Brand Health: Measure and Metrics for How Brands Grow Old, by Jenni Romaniuk, a Professor at the Ehrenberg-Bass Institute. Her book is on consumer research, how one typically does consumer research, what are the pitfalls, and how one can improve. 


What's your advice to avoid personal and professional burnout? 


Live your passions. At work, as long as you are able to identify your passions, what keeps you going, you should be fine.


A piece of professional wisdom you would like to share with next gen marketers? 


In the past decade, everything has been about digital. And digital has helped marketers in more ways than one can imagine. Digital means a proliferation of various platforms.


But in digital, there's an over-emphasis on performance marketing, and my biggest advice to the new generation of marketers is not to forget the principles of successful brand marketing. There’s no better way to build brands and businesses other than broad reach campaigns with emotion and rich storytelling. This is the only long-term and sustainable way of building brands and businesses. 


What's the best advice you have got in life? 


I started my career at TVS Motor Company. My mentor there gave me two pieces of advice at different points in time and I still remember them. The first was on diversity. He always talked about how he's got different thought processes going on in his team, that he always got feedback from different perspectives, which he considered before making a decision.


I find that quite invaluable and try to replicate it. When one thinks of diversity, one just thinks of gender, but there’s also diversity in terms of people from different parts of India, or people with different skill sets. Someone thinks from an analytical perspective, someone thinks from a brand perspective, etc. Diversity of thought is crucial. It enriches discussions and helps one arrive at better decisions.

 
The second advice he gave was not to give up easily. That came at a different stage in my life, when I was going through challenging times.


Read More: <a href="https://www.storyboard18.com/brand-makers/enjoy-what-you-do-and-who-you-work-with-lance-bennett-mercedes-benz-india-40463.htm">You will never win by focusing on the rearview mirror: Lance Bennett, Mercedes-Benz India</a>

CXO INTERVIEW