Latest news with #ShubhranshuSingh
Mint
23-06-2025
- Automotive
- Mint
Brands must move beyond Hindi and English, embrace India's full cultural spectrum: Tata Motors' Shubhranshu Singh
Mumbai: Moments after being named on the Forbes' list of the world's most influential CMOs at its annual event in Cannes last week, Shubhranshu Singh, chief marketing officer (CMO) of Tata Motors Commercial Vehicles, spoke to Mint over the phone. Among a select group of global marketing leaders, Singh's inclusion reflects India's rising voice in international brand conversations. He is also the only Asia-Pacific representative on the board of the Effie LIONS Foundation, a not-for-profit entity formed after the merger of Cannes Lions and Effie Worldwide. In a wide-ranging conversation, Singh reflects on India's creative ascent, the trust-tech paradox, the unfinished task of multilingual storytelling, and why marketers must move beyond metrics to create meaning. Edited excerpts: Congratulations on being named one of Forbes' 50 Most Influential CMOs globally. How does it feel? It's a deeply humbling moment. This isn't just a personal achievement; it's recognition of India's growing stature in the global brand and marketing ecosystem. The list includes leaders from Apple, Meta, Google, Coca-Cola, AB InBev, Ikea, and LVMH. To be featured alongside them is an honour, but more importantly, it signals that Indian creativity is now being taken seriously at the highest levels. We're not just contributing volume or cost-efficiency, we're offering cultural imagination, emotional intelligence and strategic depth. Also read: China's shadow looms large as Tata Motors, JLR flag EV supply chain risk It's an apex platform formed after the merger of Cannes Lions and Effie Worldwide, a not-for-profit foundation focused on expanding marketing inclusion, education and capability building. It brings together the best minds from both effectiveness and creativity. I'm proud to represent both India and the broader Global South. The idea is to ensure that more marketers from underrepresented regions have access not only to recognition but also to resources, confidence and community. I want to create pipelines of access, not just for awards but for learning, confidence-building and capability development. India alone has nearly a billion content creators with smartphones. But we need to equip them with the tools, training and trust to scale. I'm hoping to work with institutions to offer microlearning modules, bootcamps and mentorship that build T-shaped marketers—deep in craft, broad in digital and data fluency. For me, Cannes 2025 boiled down to six Cs—Convergence, Content, Creative Intelligence, Creators, Commerce, and Cadence. These aren't just trends in advertising; they're redefining how brands operate in culture, media, and even diplomacy. I spoke at the CNN CMO roundtable alongside peers from AXA, Juniper Networks and Warner Bros. Discovery. The key thread was trust—how to build it in a fragmented, noisy world where everyone is a creator and everything is content. India's strength is undeniable. We are a mobile-first nation—850 million smartphone users, digital ad spends poised to hit $25 billion by 2025 and a deeply emotional storytelling culture. Short-form video, vernacular content and influencer discovery are becoming powerful tools. But what's broken is the fragmentation —too much content, not enough coherence. We suffer from a fatigue of sameness and an underserving of regional markets, which are costly and complex to serve. We're not just ready—we're already there. But we now need to show up intentionally and unapologetically. India has the advantage of digital leapfrogging—we're native to platforms like YouTube Shorts, Instagram Reels, Moj, Josh. And we've always done jugaad innovation—low budget, high emotion and often high impact. Now, the world is watching. We must stop seeing ourselves as a production hub. We are a creative powerhouse, and we must own that story. Also read: Tata Motors plans a premium push as competition intensifies in EV space That balance is crucial. You can't build a national brand today without understanding the diversity of languages, cultural codes and aspirations. Tier 2, 3 and rural consumers are not 'lesser" or 'slower"—they're simply different. They're value-conscious, but increasingly platform-savvy, content-aware and creatively expressive. Brands must move beyond Hindi+English and embrace the full cultural spectrum. India's story cannot be told in one language. Both. AI and automation are necessary, they give scale, speed and precision. But without human insight, creativity risks becoming commoditized. We need AI to assist, not replace, creativity. Technology should scale imagination, not flatten it. India's edge is its emotional bandwidth, we must protect that while embracing the new. Absolutely. A brand is not a campaign—it's what you do, not what you say. At Tata Motors Commercial Vehicles, we're dealing with people's livelihoods—truckers, fleet owners, transporters. Trust, uptime and respect matter far more than flash. Branding, in that sense, is about living your purpose across the value chain—product, service, community. That mindset needs to become cultural, not just a function of the marketing department. Also read: Tata Motors' headcount, senior pay hikes squeezed as sales dip in FY25 First, they must marry data with storytelling. Don't build for platforms, build for people, on platforms. Learn performance tools, yes, but don't lose the poetry. Second, understand that resonance matters more than virality. Third, build consistency—brands are remembered through repetition with variation, not novelty for novelty's sake. And finally, seek global relevance without losing local sensitivity. Our time has come, but we must show up with both confidence and cultural awareness. Simple truths. Know your consumer's hopes, fears and contexts. Be distinctive, not just different. Build fame, fluency and feeling. The best marketing gives you goosebumps—not clicks. If it doesn't move you, it won't move the market.
Time of India
17-06-2025
- Automotive
- Time of India
Shubhranshu Singh joins Effie LIONS Foundation Board to promote marketing opportunities for under-represented communities
Shubhranshu Singh , Global Chief Marketing Officer for Tata Motors Commercial Vehicles, has been appointed to the inaugural board of the Effie LIONS Foundation , a new global initiative by Effie Worldwide in collaboration with LIONS , organizers of the Cannes Lions International Festival of Creativity . The objective of the board is to improve opportunities in marketing for underrepresented communities across the globe, where he will help shape global strategies and initiatives aimed at discovering and mentoring emerging talent, with a focus on South Asia. Headquartered in New York, the foundation is a nonprofit venture. Singh will also participate in two working committees within the foundation. Singh's appointment to the Effie LIONS Foundation board signifies a commitment to fostering the next generation of marketing professionals. Representing the Asia Pacific region, he will play a pivotal role in shaping global strategies. The Effie LIONS Foundation is a nonprofit venture launched by Effie Worldwide in collaboration with LIONS, the organizers of the Cannes Lions International Festival of Creativity. The foundation is headquartered in New York. It focuses on improving opportunities in marketing for underrepresented communities across the globe. As a board member, Singh will contribute to shaping initiatives aimed at discovering and mentoring emerging talent, with a focus on South Asia. He will also participate in two working committees within the foundation. The board is scheduled to convene twice annually. One meeting will take place in January in either New York or London, and the other during the Cannes Lions Festival in June. Singh currently serves as the Global Chief Marketing Officer for Tata Motors Commercial Vehicles. Over the past two decades, he has held senior leadership positions at several global brands. These include Royal Enfield, Unilever, Diageo, Visa and Star India. At Tata Motors, Singh's leadership has been instrumental in redefining the company's brand image both in India and abroad. Beyond his corporate role, Singh is actively involved with the global marketing community. He has served as a juror and speaker at industry forums. These include the Effies Global and APAC, MMA Global, and the Asia-Pacific 40 Under 40 Awards. In 2024, he was part of the managing committee at The Advertising Club, Mumbai. Singh has also played an influential role in the growth of Indian sports leagues. These include the Pro Kabaddi League and Indian Super League. He has also worked closely with the Ministry of Youth Affairs and Sports in an advisory role. In addition, Singh contributes to the social sector as a member of the advisory board at CEQUIN. CEQUIN is a nonprofit dedicated to empowering marginalized women and promoting gender equity. The foundation's initiatives include discovering and mentoring emerging talent. The focus is on South Asia. The Effie LIONS Foundation's efforts to improve opportunities in marketing for underrepresented communities are crucial. Singh's participation will help shape the foundation's strategies and initiatives. The foundation's collaboration with LIONS and Effie Worldwide strengthens its position in the marketing industry. The board's biannual meetings will provide a platform for discussing and implementing strategies. Singh's role as Global Chief Marketing Officer for Tata Motors Commercial Vehicles provides him with a global perspective. His previous leadership positions at other major brands have equipped him with valuable experience. His work in redefining Tata Motors' brand image demonstrates his marketing expertise.
