The exchange4media and CNN Custom Round Table Discussion on “The Evolution of Brand Purpose in a Changing World” was held last week at The Leela Ambience, Gurugram, and saw an eclectic gathering of marketing leaders from diverse fields, including technology, airlines, and automotive in a free-wheeling discussion on how brands are establishing in their chosen field, the ideals they stand for, and the ways they not only live up to them, but also demonstrate that commitment to them and to their customers.
The session was chaired by Rishi Rai, Account Director, South Asia, CNN, joined by Meher Anand, Account Director, South Asia, CNN, and moderated by Shantanu David, Special Correspondent, exchange4media.
The speakers at the panel included Udit Malhotra – Head of Marketing, MG Motor India; Prateek Srivastava – Category Head, Marketing, Hero MotorCorp; Shruti Arora – Head of Marketing, MINI, BMW Group; Azeez Narain – Head of Marketing & Brand, Air India; Anuj Somani – Senior Marketing Manager, Volvo Cars; Rajat Chandolia – AVP and Head, Marketing and Branding, HCL Group; Shakti Upadhyay – Head of Marketing & PR, Kia India; Deepti Sampat – VP Marketing, Vistara, TATA SIA Airlines Ltd.; Prateek Mathur – Head of Marketing, SAP SuccessFactors, Asia-Pacific & Japan, SAP; and Krishnan Chatterjee – Head of Marketing, Google Cloud, India, Google.
Rai and Anand began proceedings with a general discussion and an open floor wherein the marketing leaders provided insights into how different industries are tackling sustainability, innovation, and global expansion, while also maintaining a strong focus on customer experience and adapting to changing market needs.
Giving examples and instances from their company’s past, present, and future, the speakers then answered individual questions and showcased how brands across different sectors are embracing innovation, customer-centric strategies, and sustainability to remain competitive and relevant in both local and global markets.
Udit Malhotra discussed MG Motor’s focus on sustainability and innovation with the introduction of the Windsor vehicle, which incorporates a “Battery as a Service” (BaaS) model. This model makes electric vehicles more affordable by allowing consumers to rent the battery separately. MG Motor plans to launch a new vehicle every six months, targeting strong hybrids, PHEVs, and BEs, with an 80% localization goal by next year. He emphasized the company’s British heritage and ongoing commitment to technological progress through partnerships, such as the joint venture with JSW Group, which helps drive its sustainability and localization goals in India.
Prateek Srivastava highlighted Hero MotorCorp’s strategy for expanding into international markets, particularly in Africa and Southeast Asia. He stressed the importance of understanding local market nuances, such as the perception of Indian brands versus Japanese and Chinese competitors. Hero’s approach is tailored to each market, ensuring the brand remains relevant and in sync with local consumer sentiments. Srivastava shared examples of successful campaigns like “Naya Nepal Ko Naya Hero,” which resonated with the changing dynamics in Nepal, achieving 5 million views in a country of 30 million, demonstrating Hero’s adaptability and local engagement.
Deepti Sampat spoke about Vistara’s focus on delivering excellence, thoughtfulness, and trust to differentiate itself in the highly competitive airline industry. She emphasized the importance of creating a consistent customer experience, which helps build long-term brand loyalty. Vistara has introduced innovative services like USB chargers and biodegradable cutlery to enhance customer comfort. Sampat highlighted that frequent innovations, whether in services or communication campaigns, help maintain Vistara’s competitive edge, ensuring that the airline continues to stand out and develop a trusted relationship with passengers over time.
Shruti Arora detailed MINI’s approach to the Indian market, emphasizing that the brand’s focus is on maintaining its iconic status while catering to a niche audience. MINI’s two main offerings in India – the classic MINI and the larger Countryman – target customers who are already familiar with luxury vehicles from top German manufacturers. Arora underscored MINI’s mission to stay true to its roots while delivering unique and personalized experiences to its customers. Community-building has been a key factor in MINI’s success, as seen in the UK, and MINI aims to replicate this engagement in the Indian market.
Krishnan Chatterjee explored Google Cloud’s role in India’s digital future, particularly with 250 million new users coming online. He discussed the importance of inclusivity and scale in Google’s approach, emphasizing the concept of “data multimodality,” where various data forms like text, video, and speech are processed together to enhance experiences such as autonomous driving. Chatterjee explained that Google’s technology, particularly in AI and cloud computing, will revolutionize industries like automotive, enabling seamless interaction through natural language. He highlighted how these innovations will transform user experiences in the near future.
Prateek Mathur discussed SAP’s emphasis on employee well-being and its impact on customer service. He shared insights on initiatives like Project Yellow Circle, a mental health support program designed to address post-pandemic stress among employees. Mathur explained that empowering employees through technology and support systems, such as access to mental health resources, translates into better customer service and brand advocacy. Additionally, sustainability remains a core focus for SAP, not just as a marketing tool but deeply ingrained in the company’s processes, ensuring that both employees and customers contribute positively to environmental goals.
Shakti Upadhyay reflected on Kia’s rapid success in India, driven by careful market research and consumer understanding before the launch of the Seltos in 2019. Kia identified unmet needs among Indian consumers and addressed them through innovative design and product offerings. Upadhyay emphasized that Kia’s strategy was to make the car ownership experience feel personal, where the vehicle acts as a symbol of status and individuality. Despite being a young player in the market, Kia’s focus remains on maintaining customer satisfaction and evolving with changing consumer aspirations while continuing to introduce global models in India.
Anuj Somani highlighted Volvo’s longstanding association with safety, explaining how the company pioneered technologies like seatbelts and continues to innovate with features like the EVA initiative, which accounts for both male and female safety in car design. While safety remains Volvo’s core identity, the company is now shifting its focus to sustainability, with plans to fully transition to electric vehicles by 2030. Somani mentioned Volvo’s recent “Reverse project,” a CSR initiative that aligns sustainability with market demands, encouraging customers to participate in environmental causes, further strengthening Volvo’s commitment to a sustainable future.
Azeez Narain discussed Air India’s strategy to reclaim its position as a preferred airline for Indians and global travelers. The airline aims to highlight its Indian roots, offering non-stop connectivity and representing the best of India’s hospitality, culture, and cuisine. Narain explained that the airline's goal is to become a global network carrier, similar to competitors like Emirates, while improving its services and products to attract both Indian and international passengers. He emphasized that Air India’s marketing will focus on rebranding the airline and winning back Indian customers, particularly those who may have switched to other airlines.
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