1. With a rich career having worked at agencies such as JWT (now VML), and FCB, can you tell us about your journey and some key learnings that have shaped your approach today at Enormous Brands?
My time at JWT (now VML) and FCB was pivotal to my professional growth, instilling in me a strong foundation in strategic thinking, discipline, and structured problem-solving, while also building my leadership skills. Transitioning to Enormous marked a turning point, allowing me to step outside traditional frameworks and adopt a more expansive approach to business growth and leadership. This shift has been instrumental in fostering solutions that deliver real impact.
Key Learnings:
● Redefining Structures: Moving beyond rigid frameworks to create more dynamic and adaptive solutions that meet today’s market demands.
● Purpose-Driven Focus: Prioritizing long-term, meaningful change over quick, short-term wins to ensure lasting impact.
● Consistency and Quality: There’s no substitute for consistently delivering quality work—it remains the backbone of any successful endeavor.
2. In your experience, how can a brand successfully reinvent itself to remain relevant in a highly competitive market?
Real reinvention is about embedding oneself in the cultural narrative. It starts with a deep understanding of the evolving values and aspirations of the audiences.
Take Nike, for instance. Over the years, Nike has successfully reinvented itself. Its “Just Do It” campaign has evolved to highlight powerful narratives, aligning the brand with values that matter to its audience while staying true to its core mission of empowerment and inspiration. Chasing trends may bring momentary jumps in quarterly successes, but long-term gains and brand building are achieved when true relevance is found through the courage to stay authentic as a brand while evolving.
3. Brands are now aligning with social causes. How can brands navigate the delicate balance between purpose-driven marketing and maintaining authenticity?
Brands today have the potential to influence society and drive meaningful change. Embracing a purpose is not just a strategy it’s a responsibility. When brands align with causes that reflect their core values, they can harness their influence to spread goodness and inspire action. However, authenticity is crucial.
“Authenticity in purpose is not just a campaign; it’s the heartbeat of a brand that inspires and connects.” We partner with Signature (by Diageo), whose “One with Nature” purpose reflects this balance. Their mangrove regeneration program in Odisha is a testament to their commitment to environmental sustainability. By actively restoring mangrove ecosystems, Signature not only contributes to biodiversity but also engages consumers in protecting natural resources, fostering a deeper connection with nature. Purpose-driven marketing, when done authentically, transcends messaging and evolves into a powerful movement that resonates and endures.
4. How do you ensure seamlessly blending campaigns that not only capture human insights but also deliver measurable outcomes in today’s data-driven marketing environment?
In today’s data-driven marketing environment, measurable outcomes are heavily influenced by the precision of targeting and the media platforms chosen. However, the true magic lies in tapping into deeper, human-level connections. This is where leveraging strong insights becomes essential in shaping a creative approach that resonates with the audience.
For instance, our work on the Rapido Bike Taxi campaign during the IPL season, “Bike Wali Taxi Sabse Saxi,” stemmed from a strong behavioral insight and relevant use cases. We amplified the message with a cohort-driven call-to-action through performance marketing and strategic targeting based on data-driven insights.
In a data-centric world, the secret to success is the seamless blend of human truths with technological precision. When both are in harmony, you transcend mere metrics and impressions to create a lasting impact that truly matters.
5. As someone who has been in the industry for more than a decade, what are some of the future trends or shift that you foresee preparing Enormous Brands to stay relevant in the advertising space?
Advertising is evolving at an unprecedented pace. From TV to the digital-first approach, the rise of the metaverse, AR, and now AI the landscape shifts rapidly. Tomorrow, it could be robots or quantum computing. To remain relevant, the key is not just recognizing these trends but embedding adaptability as a core value.
At Enormous, we champion agility not just as a buzzword but as a skill that defines us. It’s about holding onto the creative essence that sets us apart while being fearless in embracing new capabilities. If there’s a function we don’t have today, we’re quick to learn, bring in the right expertise, and integrate it into our core. This allows us to innovate rather than just follow trends. Agencies that balance agility with their creative identity will not just survive but thrive.
