Industry leaders chart the road ahead for auto & mobility marketing

The e4m Auto Marketing Summit 2025 witnessed a panel discussion among industry leaders exploring the evolution of auto and mobility marketing in India, focusing on personalization, shifting consumer preferences, and the impact of digital innovation on storytelling and engagement.

The panellists included Bhuvan Dheer, Executive Director Marketing at Maruti Suzuki India Ltd.; Vimal Sumbly, Business Head Premium at TVS Motor Company; Anisha Iyer, CEO of OMD India; Brijesh Munyal, Co-founder and CEO of Ethinos; and Nikhil Kumar, Chief Growth Officer at mediasmart. The session was moderated by Tasmayee Laha Roy, Editor at exchange4media.

Dheer opened the discussion by highlighting the shift in auto marketing narratives over the years. "The content and its distribution have changed significantly to match today’s consumer expectations. Earlier, it was all about the car—being a high-involvement purchase, the focus was on the product. But now, it's more about experiences and aspirations. You see ads of families on holidays or off-roading adventures, creating an emotive connect. It's no longer just about selling a tangible product; it's about selling a dream," he said.

He further explained how digital media has transformed the personalization of content. "If I show interest in a product today, digital platforms allow us to reach out with more detailed and relevant content. We now share educational material even before the buying decision is finalized, bringing prospective customers down the funnel earlier,” Dheer added. Content today must be delivered when the consumer wants to consume it—not when we want to share it.”

Building on the theme of personalization, Sumbly spoke about how this trend plays out in the two-wheeler segment. "A motorcycle is a very emotional buy—it reflects the personality of the rider. Someone who buys a super sports bike is looking for speed, while an adventure biker seeks experiences.”

“The shift is from product-first to customer-first. Earlier, companies made products and expected consumers to buy them. Now, it’s about what the customer wants, and we create accordingly," he noted. Sumbly highlighted TVS’s approach to personalization with their premium motorcycles. "We offer BTOs—built to order—allowing customers to upgrade specs, from safety features to power and technology. They can order it online, tailoring the bike to their needs. Personalization has become the new luxury. India is moving away from the commuter mindset of 'kitna deti hai' to focusing on how much EMI they can afford. It’s no longer just about price; it’s about personal expression and experience," he explained.

Roy then moved the session forward by asking the panellists about what is working for brands when it comes to choosing the right media mix for the products they offer.

To this, Iyer responded by emphasising that the media mix decisions must align with sales goals. “The decision of media mix has to be corroborated by how many people you want to eventually sell your product to,” she said She talked about the importance of using data to connect inputs to outcomes, making it easier to select effective channels. “Beyond a point, it doesn't matter how many people I reach or how many likes I get—I have to sell X number of units every month.”

Pointing out that even within the same price segment, different brands see varied results with the same media, she said: “In the 5–10 lakh range, one brand might see strong results from print, while another gets nothing from it. The more bespoke your approach, the better.”

On the other hand, Kumar shared an ad tech perspective. “We live in a world today where a car test drive is available in 10 minutes on Zepto,” he said, emphasizing the need for media strategies that adapt to rapid consumer behavior shifts. Kumar highlighted the growing role of ROI-driven marketing. “Most auto brands run a very tight engine focused on ROI, managing distributors, competition, and educating consumers, especially around EVs.” He underlined the shift towards performance-based advertising.

“No ad is made just to look good—it's about driving intent, interest, and conversion.” Kumar also spotlighted connected TV’s rise. “We’ve built the connected TV category, linking the screen you watch ads on to the mobile screen in your pocket, enabling real-time consumer actions.”

Munyal added to the conversation by bringing in a digital-first view. “I’m biased towards digital, but hyper-local targeting works wonders,” he said. Munyal stressed the importance of tailoring messages to local markets. “What sells in Vasant Kunj doesn’t sell in Mahipalpur. Similarly, Koramangala and Lalbagh have different demands.”

He explained that digital allows brands to match psychographics and demographics effectively. “All carmakers build vehicles for specific segments, and digital is the only channel that can reach these niches efficiently.”

Munyal also noted a shift in campaign expectations. “I’ve been hearing that even TV campaigns now demand ROI. Everything is becoming ROI and ROS-driven, and digital is where it all converges.”

Dheer offered a nuanced view on digital's impact, highlighting both its strengths and limitations. "We run the largest hyper-local program in India in auto, contributing almost a fourth of my sales," he noted, emphasizing the power of personalized, geography-based, AI-powered campaigns.

Despite digital's efficiency and measurability, Dheer argued that for high-involvement products like cars, traditional media remains essential. "Small screens sometimes do not give that sense of ownership which a big view can give," he explained, underlining the continued relevance of linear TV and print. He also shared insights into tech integrations driving efficiency. "One use case we’ve been experimenting with is data passback," he revealed. This approach allows real-time feedback on audience engagement, enabling brands to refine targeting dynamically. "You can pass back data to partners, helping target customers with a higher propensity to convert," he added. Despite auto’s digital spend lagging behind industry averages, Dheer sees a balanced media mix as crucial.

The discussion then turned to the role of traditional media in the auto industry’s media mix. Iyer offered, "Digital is now 20 years old. It’s pretty traditional in that sense." She stressed the importance of understanding the consumer journey when crafting media plans. "You need to inspire first, then they think, discuss, test drive, and compare before making a decision," she explained. She highlighted the value of widescreen media like TV and print in showcasing the grandeur of automobiles. "You can't experience the grandeur of the car on a tiny screen." She emphasized the importance of multi-touchpoint strategies over a buyer’s 90 to 100-day decision-making process. "It’s about being around this person for about three, three and a half months," she said.

According to Iyer, the key lies in tailoring communication to specific moments and media. "It’s not just about allocating budgets to different media but understanding how each touchpoint influences the buyer’s journey.” Roy then asked the panellists about the importance of measurability and ROI in DOH offerings, highlighting the lack of a standardized measurement currency in digital compared to TV.

Munyal replied by stating the importance of measurability in digital out-of-home (DOOH) advertising. “Every channel that is available on the platform right now is measurable. We can actually go to the last mile,” he said, highlighting how tracking from the first to the last mile is possible, though gaps exist, especially when tracking transitions from online captures to offline sales.

“At the OEM end or at the brand's end in the automobile segment, some places have leakage, but a lot of companies are working towards it to actually get the full funnel.”

Looking ahead, Munyal predicted significant improvements in tracking capabilities within a year. “All the systems are getting upgraded at all the auto level. Maybe in a year or so, you will see that here is an ad and here is a sale, and that's happening.”

While media mix remains crucial, Munyal stressed the importance of creative communication. “Media mix is important, but creative is more important. We can do all the mixes, but we also have to start working on a lot of communication.”

He pointed out that understanding generational shifts is key to effective messaging. “A Gen Z who has got father's money doesn’t care about mileage. He’ll buy a bike that looks cool. But if you pitch him mileage, he’s gone.” Reflecting on the evolving marketing landscape, Munyal said, “In the last 20 years, only one person’s job has become difficult—the CMO—because customers keep changing their behavior.” He emphasized the need for versatile creatives, adding, “Every car comes with multiple features, but we only want to communicate the one hero feature. We can actually make 26 creatives for one car and communicate each one as a story.”

The conversation shifted to the growing importance of women buyers in the two-wheeler segment. Sumbly shared, “In two-wheelers, there is no gender inequality. Whether it's male or female, the vehicles are the same.” He noted a positive shift, “Roughly around 25% of scooter riders are women, and with urbanization and women empowerment, more women are making independent automobile purchase decisions.”

Sumbly shared TVS’s initiatives to promote inclusivity. “In 2016, we were the first brand to build the first factory women racing team. No brand in the world, including Formula 1 or MotoGP, had done that.” TVS also organizes exclusive women’s racing championships, bringing empowerment through motorsports. “You should see the power of those girls, chasing corners and boys on the track.”

Next in the session, Kumar addressed the distinct dynamics of India’s rural and urban auto markets, stressing the importance of targeted advertising. “In today’s world, it’s not important where the ad is shown; it’s more important who the ad is shown to,” he said. He highlighted the complexity of modern media consumption, where a single person might encounter the same ad multiple times across various platforms.

Kumar discussed the need for hyper-localized strategies while acknowledging the enduring influence of traditional media in rural areas. “Rural is digitally penetrated, but impact mediums like print still play a big part. Distributors often expect hyperlocal ads in their regions.”

He underscored the importance of integrated targeting across ecosystems. “Whether it’s a sporty car ad during a racing show or a family car ad during a soap opera, it’s about reaching the right audience in the right context.” Kumar concluded by recognizing India’s rapidly growing digital economy. “There’s no one-size-fits-all. It depends on the category, the audience, and who you want to capture the attention of.”