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Time of India
18-07-2025
- Business
- Time of India
ETBWS 2025: What differentiates marketing in the age of AI
Marketing is increasingly shaped by algorithms and automation. To stand out, human connection in marketing has never been more important. AI enables brands to operate at an unprecedented scale, but the challenge lies in preserving authenticity, emotion and cultural nuance. At the 7th edition of the Brand World Summit 2025 , organised by ETBrandEquity, a panel of marketing leaders explored the evolving relationship between storytelling and artificial intelligence. The panel featured Nitin Saini, vice president of marketing at Mondelez India; Shubhranshu Singh, chief marketing officer, CVBU, Tata Motors; and Anuradha Aggarwal, director of user growth and chief marketing officer, Amazon Pay. Storytelling is being redefined in the age of AI. Singh shared, 'I'm not so worried about artificial intelligence. I'm more worried about artificial imagination. Imagination is unique to human beings, and that must be preserved as is.' He explained that while generative AI can now produce content at scale, it brings the risk of synthetic storytelling. 'It's already a reality,' he cautioned, referring to the vast quantity of AI-generated content flooding the digital landscape. According to Singh, the true differentiator in the future of storytelling will not be technical perfection but human ownership. 'I stand by my story. I am telling it. It may not be synthetically flawless, but it is genuine. Authenticity, as a stamp of human credibility, owning the story, being real and remaining contextually relevant, is where the real battle lies. Sadly, at this stage, it feels like a losing battle against artificial intelligence,' he noted. From a creative perspective, the heart of storytelling will always lie in crafting narratives that emotionally resonate with audiences, something AI cannot replicate. 'When we talk about 2047, I don't think AI can ever truly replace human creativity or imagination, not now and not in the foreseeable future. However, the way stories are told will evolve. As traditional CPG (consumer packaged goods) marketers who have been telling stories around Cadbury for years, we are learning that the formats and platforms may shift, but the emotional core must stay intact,' stated Saini. Marketing at scale Large-scale creative ideas that appeal to a broad audience will remain critical. 'It has always been challenging to speak to many people at once and still create something that excites them collectively, especially today when people increasingly believe in their uniqueness. We are going to continue marketing at scale, but we will be using far more new-age tools to do it,' highlighted Aggarwal. Speaking about the influence of AI on marketing, Aggarwal remarked, 'Honestly, anyone's guess is as good as mine. What I was doing yesterday, my tech teams now tell me, is already outdated. This is what I know today, and it is just a fraction of how it will eventually be used. I believe we are in a rapid phase of evolution. Anyone who thinks AI will not impact their life is simply fooling themselves.' Branding vs. performance On performance marketing and brand-building, Singh shared, 'You cannot have persuasion before you have fame. A brand must first be well-known and well-liked. There is no question of focusing solely on performance at the expense of brand-building.' Part of the challenge, he noted, stems from marketers themselves. 'Many avoided attributions and insisted they were just building the brand. As a result, those with Excel sheets began to win over those with stories and scripts. In my view, both brand and performance are essential. But unless you invest in building the brand, you will not have a strong performance engine either,' Singh concluded.
Mint
23-06-2025
- Entertainment
- Mint
India roars at Cannes, but global creative dominance still eludes us
MUMBAI: India has never looked more confident on the global creative stage. With a rich haul of 32 Lions at this year's Cannes Lions International Festival, including a Grand Prix, nine Golds, nine Silvers, and 13 Bronzes, this was India's best outing since 2022. But behind the celebration lies a more sobering question: while Indian ad agencies are solving real-world problems and building culturally powerful narratives, are we still falling short of creating globally scaled, exportable creative intellectual property (IP)? The wins spanned newer, impact-led categories like PR, creative data, social and influencer, creative strategy and brand experience—marking a clear departure from the era when India's strength lay in print or radio. Among the most celebrated campaigns this year were FCB India's Lucky Yatra, which gamified Indian Railways' unreserved ticketing system to reward underserved travellers; Leo Burnett's Tailor Test, which used neighbourhood tailors to push men toward preventive health check-ups; and Ogilvy's Erase Valentine's Day, which continued 5Star's irreverent tone and won Gold for its culturally subversive social play. Also read: Advertising sentiment remains subdued during festive quarter 'India's performance at Cannes this year has been nothing short of inspiring, and I think it is the result of a steady evolution and not a sudden breakthrough," said Rana Barua, group chief executive officer, Havas India, SEA and North Asia (Japan and South Korea). 'We've been sharpening our strategic thinking while staying rooted in culture and elevating the craft to meet global standards. What's really working in our favour now is our ability to tell stories that are both deeply local but also hold universal relevance." Havas India picked up metals for Ink of Democracy, which turned a newspaper front page purple—the colour of India's voting ink—to nudge readers to vote. The campaign was high on cultural resonance and symbolic weight and reflected the kind of idea Cannes increasingly rewards. 'We're witnessing a definitive shift toward 'purpose with proof'. It's no longer enough for a campaign to simply say something meaningful; it also has to do with the right messaging and effective impact," Barua said. 'The work that wins today is emotionally compelling, but also measurable, actionable, and anchored in truth." Even traditional advertisers are leaning into this shift. Mondelez India's 5Star was again among the Cannes winners for its quirky, anti-Valentine's Day campaign. 'Winning Gold at Cannes is a moment of immense pride for us," said Nitin Saini, vice-president—marketing, Mondelez India. 'We aim to deliver bold, clutter-breaking work that drives both brand love and business impact." Also read: Music labels crack the whip as influencers flout copyright rules on social media Saini underlined that the brand doesn't create work just to win awards. 'Our briefs are always anchored on winning with consumers, keeping in mind our key brand objectives and with a laser focus on consumer impact," he said. 'But when the work is insightful, disruptive, and hits the right cultural nerve, it often earns recognition." He also pointed out that risk-taking is less about timing and more about internal culture. 'At Mondelez, we encourage our teams to deeply understand the consumer, the cultural context and our brands and from that foundation, we give them the freedom to experiment." But despite the optimism, some remain unconvinced that this success marks a permanent shift. Karthik Srinivasan, independent communications consultant, said, 'There is good work coming out of India, most definitely, but we could do a lot better in terms of scale and ambition." Srinivasan noted that many of the wins came from purpose-led interventions, where there's greater creative flexibility than in product-led advertising. 'Purpose-led activations have always been the well of creative thought, unshackled from the need to sell, which is the traditional bedrock of advertising. So it's no wonder that they offer better width for agencies to unleash creativity. But the real magic would be in producing such creativity in service of selling traditional products, using traditional brand storytelling." He also raised a deeper issue: India still hasn't created a globally exportable brand idea. 'We still lack the ambition to create ideas that can be scaled globally. For instance, Surf Excel's Daag Achche Hain, Snickers' You're Not You When You're Hungry, or Pepsi's No Lays, No Game were all successfully adapted in India and not originated. While we go hard on local relevance, when we create ideas that can work locally and can be successfully imported to other markets, that would signal something very different about Indian creativity." Some of this year's top winners weren't without controversy. Lucky Yatra drew criticism over execution claims, while a Britannia film raised concerns about exaggerated outcomes—rekindling debates around the line between case study storytelling and fact-based results. Also read: Former Disney India legal head Mihir Rale joins Cyril Amarchand Mangaldas 'Creativity, on its own, does matter," Srinivasan said. 'But when in advertising, there's a subsequent question: 'Did it work?' That depends on other factors—whether there was enough money and appropriate media vehicles used in service of the idea, and whether the intended audience gained from it. Awards matter when they are defined sharply." Barua believes that Indian agencies are moving in the right direction—investing in system-level change, not just in campaign flash. 'Great work doesn't happen by accident. It takes intent, collaboration, and a culture that champions both excellence and empathy," he said. 'Our Village model brings together creative, media, CX (consumer experience), design, PR, tech and health under one roof. We're not just making ads, we're solving complex business problems." This year's Cannes wins weren't dominated by any single holding company or city. FCB, Leo Burnett, Ogilvy, Havas, Dentsu Creative, Godrej Creative Lab and BBH all contributed, suggesting a broader base of ambition and capability across the ecosystem. But the question of consistency remains. 'We're absolutely capable of becoming consistent global forces," Barua said. 'What's holding us back is a mix of scale, mindset, and opportunity. We're often operating in a value-conscious, risk-averse environment, but that's changing." What's encouraging is that Indian creatives are no longer thinking in just 30-second TVCs or radio spots. They're thinking in platforms, formats and ecosystems. And this year's winners prove India can deliver culturally rooted, globally relevant storytelling. The challenge now is whether we can build on this momentum and create ideas that don't just win, but endure. India may not have had its Droga5 moment yet. But Cannes 2025 suggests we're no longer chasing others. We're finally beginning to lead.
Time of India
20-05-2025
- Business
- Time of India
Desire for "me time" with snacks has intensified: Mondelez
HighlightsThe Mondelez International State of Snacking Report 2024 reveals that 97 percent of Indian consumers associate snacks with nostalgia and joy, highlighting the emotional connection they have with snacking. A significant 70 percent of consumers reported an increase in snacking over the past year, with 99 percent likely to indulge in snacks as a reward or treat, emphasizing the importance of snacking in their daily lives. The report indicates a shift towards online snack purchasing, with 61 percent of consumers engaging in online buying, while 83 percent discover new snack possibilities in store aisles, showing the evolving landscape of snack consumption in India. Mondelez International has released the India-specific findings of its sixth annual State of Snacking Report , offering an in-depth look at the evolving role of snacking in the lives of Indian consumers. The report, globally unveiled earlier this year, delves into key themes such as the evergreen nature of snacking, mindful consumption , indulgent snacking , and snack curation . The report highlights that snacking continues to be deeply embedded in daily life, serving various purposes from fostering social connections to providing comfort and evoking childhood memories. A striking 97 per cent of Indians associate snacks with nostalgia and joy, while 88 per cent view them as a source of comfort or reward. Furthermore, 80 per cent confirmed they frequently snack or eat between meals to socialize, a trend that continues to strengthen year after year. Nitin Saini, Vice President – Marketing, Mondelez India, commented on the findings, stating, "The State of Snacking™ Report 2024 uncovers a fascinating shift in India's snacking habits, revealing the strong role of snacking as a ritual meeting emotional, physical and social needs.' Key Insights from the 2024 Report: The Evergreen Role of Snacking: A significant 70 per cent of consumers reported snacking more today than a year ago. The afternoon sees the most snacking activity at 75 per cent, followed by the morning at 50%. Loyalty to specific snacks and brands remains high, with 88 per cent of Indians sticking to their favorites for a long time. Indulgent Snacking in the Spotlight: Snacking as a reward or treat is almost universal, with 99% of Indians likely to indulge. For 84 per cent, snacking is one of the few indulgences they have in their hectic lives, underscoring its growing importance. A strong 85 per cent believe some snacks should simply be for enjoyment and satisfaction. Snack Curation and Commitment: While 65 per cent of consumers still source their snacks from neighborhood convenience stores, online buying is catching up quickly at 61 per cent. Store aisles continue to be a significant source of discovery, with 83 per cent of Indian consumers finding new snack possibilities there, a 5 per cent increase from 2023. Mindful Consumption and Lifestyle Changes: Indian consumers frequently turn to snacks to address a range of needs, from boosting moods to fueling their bodies and providing energy. The desire for "me time" with snacks has also intensified, reaching 87 and in 2024, up from 84 and in 2019. First launched in 2019 in collaboration with The Harris Poll, the State of Snacking report reinforces Mondelez International's dedication to shaping the future of snacking. Over six years, the study, which surveys thousands of consumers across 12 countries, has consistently shown a growing preference for snacks over traditional meals, highlighting their evolving and expanding role in daily consumption habits.
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Business Standard
14-05-2025
- Business
- Business Standard
Qcom fuelling snacking in India, says Mondelez executive Nitin Saini
Consumers with higher disposable incomes are more likely to experiment with their snacking habits in India and quick commerce is fuelling it, according to Mondelez India. 'The audience that is there on quick commerce is more disposed towards wanting to experiment because they have more disposable incomes. There is a natural traction over there from a consumer standpoint or a shopper standpoint,' Nitin Saini, vice-president, marketing, Mondelez India, told Business Standard while talking about its report 'Share of Snacking: India 2024'. 'Quick commerce is expanding rapidly in top metros and cities. This is driving consumers to inherently look for greater variety and these two factors are coming together to drive snacking in the country,' he added. According to its report, 39 per cent of consumers buy snacks online while the rest prefer shops. The share of consumers shopping for snacks online stood at 35 per cent last year. In its report, the firm said consumers had 2.74 snacks per day with 99 per cent of them having at least one snack, 80 per cent two, and 78 per cent preferring small meals to big ones. Consumers prefer snacks that have nostalgia, according to the report, and 89 per cent of them like those that evoke childhood memories of home. Saini added that a lot of consumers looked for smaller indulgence snacks. He also said even mindful customers at times looked to indulgent options like chocolates. Saini added Mondelez India, which houses products like chocolates and biscuits under the brand Cadbury and Oreo, had a strong portfolio of small packs and portion control packs, and that addressed the need of some consumers who want to snack in smaller portions. The report found 83 per cent of Indian consumers preferred strolling aisles in supermarkets and hypermarkets, which helped them
