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MakeMyTrip has long been at the forefront of integrating artificial intelligence and machine learning into its operations, long before these technologies became industry buzzwords. According to Raj Rishi Singh, the company's Chief Marketing Officer, the online travel giant uses AI and machine learning to power a variety of services, from personalized hotel recommendations to dynamic pricing for products like visa cancellation top-ups and the popular book-now-pay-later options. "Our algorithms are designed to factor in individual preferences, ensuring that every user experience is tailored to their needs," Singh explains.

Despite these strides in technology and marketing, Singh is cautious about labeling AI as a “disruptor” in the traditional sense. Instead, he views it as a powerful enabler that enhances existing capabilities. The real disruption, he believes, lies in the ever-shrinking window of opportunity to capture consumer attention. "Today’s premium consumers are elusive, scattered across multiple devices, often behind paywalls, and their attention spans are increasingly fleeting," Singh observes.

Reflecting on MakeMyTrip's progress in 2024 and its forward-looking plans, Singh recently spoke with Storyboard18 to discuss the evolving role of generative AI, trends to watch in the year ahead, and the company's broader strategy to maintain its competitive edge in a rapidly changing digital landscape.

Edited excerpts:

What were the key highlights for you and your teams in 2024?

Maybe six or seven years back, we were known as a flight brand, right? Then we started building our hotels offering comprehensively. This year, for example, our top-of-mind awareness (TOMA) for flights and hotels is similar.

People know us as much for hotels as they know us for flights, and we have become the go-to market brand for both. This year, we have also ensured that our other offerings scaled up. For example, we have been constantly investing on both the demand and the supply side of international travel.

We made a full-fledged consumer campaign to tell our users who love us for domestic travel to also use MakeMyTrip for international trips, and that's paid off quite well. People using MakeMyTrip for international travel has gone up dramatically. Our international business, including both hotels and flights, has scaled up.

And then we have started solving for Forex. Our overall ideology is that for an Indian consumer, whatever they need—whether it's for domestic or international travel—we should have everything available on the platform so that the consumer can enjoy one seamless journey.

For example, we have expanded our offerings from flights and hotels to include flights, hotels, cabs, buses, trains, and Forex. We have also started offering visas.

So, we have improved the offerings across the board. Secondly, we have also made consumers aware that these offerings are available. For example, why should you use MakeMyTrip for Forex? Because we deliver your Forex to your doorstep at transparent exchange rates. We’ve built these USPs for all our offerings and then used consumer campaigns to educate them.

On another front, we’ve had a very decent year ensuring that, A, we have offerings across all travel needs—not just limited to hotels and flights—and B, there’s consumer awareness about them. Consumers are now considering us when they think about these opportunities.

What defining trends stood out this year?

A good thing about travel as a category is that consumers are taking more trips per year. For example, the number of people taking three or more leisure trips a year has gone up by 25%. Travel frequency has definitely increased.

Indians have always been spontaneous, but now we’ve seen that booking windows have gotten even shorter, even for international trips. For example, more than 50% of our hotel bookings for leisure are done less than a week before the travel date. People are making spontaneous decisions, often based on opportunities like long weekends.

The rise of flexible working arrangements, such as partial work-from-home setups, is also influencing travel behavior.

Another trend we’ve observed is the growing interest in unexplored destinations. For example, we’ve seen almost a 30% growth in 16 emerging tourist destinations. Take Kazakhstan—it wasn’t a well-known country in India, but it’s now one of our top-performing destinations.

If you look at the top 10 emerging destinations, traffic volume for us has grown by more than 70%. People want new experiences and places to discover.

There’s also a trend of premiumization. The top 10 million households in India are becoming more affluent. They’re spending not just on travel but on making their travel more luxurious. For instance, we’re seeing strong growth in searches for business class flights on international segments. More than 20% of family travelers have booked room nights where the tariff was over INR 10,000.

There’s a clear shift towards premiumization, whether it’s in hotels, flights, or destinations. These trends will continue shaping the travel industry in the coming years.

How did the rise of AI and generative AI impact the travel industry this year?

We’ve been using AI and machine learning long before they became fashionable. For example, many of our recommendation engines are powered by machine learning. This allows us to understand past behavior and predict differences between consumers.

For instance, when we recommend hotels, it’s based on AI and ML algorithms that consider individual preferences. Similarly, products like visa cancellation top-ups or book-now-pay-later are priced using AI and ML models.

This year, we also started using generative AI. For example, in our national holidays campaign, generative AI enabled us to create multiple collaterals. We could generate personalized creatives for Thailand versus Bali and place them contextually. So, if you’re an in-market audience for Thailand, you’d see a different creative than someone in-market for Europe, even though the source material is the same.

We’re also using generative AI for summarization. For instance, there’s a lot of consumer content available, such as hotel reviews. Using generative AI, we can contextualize and summarize reviews. If a user is traveling for leisure, they might see information about the swimming pool or breakfast. For a business use case, they might see details about the internet connection. This makes reviews far more meaningful based on the user’s context.

What disruptive trends do you foresee in 2025?

I wouldn’t call AI a disruptor—it’s more of an enabler. The real disruption is how difficult it is to capture consumer attention. Premium consumers are behind paywalls, they’re using multiple devices, and their attention spans are short.

For example, two consumers with the same persona and income levels might consume entirely different content. The challenge is using advanced technologies like AI and generative AI to reach out to them effectively.

Another trend is offbeat travel. When someone searches for Goa, they know they’re going to Goa. But how do we inspire consumers who don’t have a specific destination in mind? As India’s largest travel app, we want to help them discover new places.

Hyper-personalization is another major focus. Unless we use AI and ML to personalize at scale, we won’t stay relevant to consumers. These are the areas we’ll continue focusing on.

We want to speak to every consumer in a highly relevant way. We’re investing heavily in improving our marketing technology stack to build consumer love by being personal and relevant without infringing on privacy.

This is also a significant year for us as MakeMyTrip celebrates 25 years in the market.

2025: The Year Of...: Offbeat travel, choosy consumers and premiumization, says MakeMyTrip's Raj Rishi Singh

Angel One has announced the appointment of Ambarish Kenghe as Group Chief Executive Officer. He will assume his role as CEO in March 2025. 

Widely recognized as "AK" within the fintech community, Kenghe is a technology and product leader with extensive experience in fintech, e-commerce, and consumer electronics. In his previous role as Vice President and General Manager at Google Pay APAC, AK was instrumental in scaling Google Pay’s footprint and advancing the UPI ecosystem in India. He also played a pivotal role in the launch of Chromecast and contributed significantly to Google TV’s development.

Before Google, AK served as Chief Product Officer at Myntra, where he spearheaded AI/ML powered innovations that redefined the fashion e-commerce landscape. Earlier in his career, he worked as a strategy consultant at Bain & Company in San Francisco and as an engineer specializing in high-speed switching at Cisco Systems in San Jose. 

A prolific inventor with four patents to his name, AK's academic journey includes an MBA from UC Berkeley, a master's degree in computer science from Purdue University, a master's degree in computer science and engineering from IIT Kanpur, and a bachelor's degree in computer engineering from AMU.

As he steps into his new role at Angel One, Ambarish Kenghe expressed his enthusiasm "I am truly honored to be part of Angel One, a brand that has been at the forefront of transforming India’s fintech landscape. With its focus on innovation and customer-centricity, Angel One has built a strong foundation. I am eager to work with the talented team to drive the next phase of growth and empower users with advanced financial solutions."

Dinesh Thakkar, Chairman and Managing Director of Angel One, welcomed Ambarish, stating “Ambarish’s appointment as CEO marks an exciting new era for Angel One. With his proven track record of driving innovation and deep expertise in the industry, he is the visionary leader we need to propel us into our next chapter of growth. At Angel One, we believe strong leadership shapes the future of FinTech. Ambarish’s guidance will position us not only to keep pace with the everchanging financial landscape but also to lead the charge in transforming how financial services are delivered, empowering our customers with groundbreaking solutions and unparalleled value. "

Angel One appoints Ambarish Kenghe as group CEO

In 2025, experiential marketing is making a powerful comeback, believes Tushar Malhotra, Director of Sales and Marketing at Bisleri International.

"Consumers are engaging across music, sports, gaming, and entertainment. With media landscapes becoming increasingly fragmented, marketing spends need to integrate TV, digital, experiential, and trade marketing holistically to convey the message across platforms," he explains.

Reflecting on Bisleri’s journey through 2024, Malhotra emphasizes the brand’s focus on connecting with Gen Z by aligning itself with contemporary pop culture, sports marketing, sustainability, and technological innovation. He highlights how Bisleri has transferred its iconic legacy to the next generation while staying true to its core values of quality and trust.

Edited excerpts:

What were the key highlights for you and your teams in 2024?

We started with this mission of connecting with Gen Z's. And there were four or five pillars that we were looking to build on, and it is the transference of an iconic legacy brand to the next generation that we are pushing for right now.

So, if I look at it, the first part was to be integrated into today's pop culture, which is what the times identify with. And we began the year with a bang by announcing our celebrity endorsement by Deepika Padukone, who we signed on as a global brand ambassador for us with a Drink It Up campaign. She's also part of our packaging. Deepika and our values also resonate a lot, and we've been able to add that international premium imagery, the sophistication, and style she brings along with her as well.

Secondly, what we've also done is that we've had so many limited edition packs with movies. In fact, we've had two international movies also from a limited edition pack perspective, which are Transformers One and Gladiator 2 right now. And we've done almost everything in Bollywood and in the South.

And the third bit is we've even started the integration in music videos right now. We've had a music video integration in Ayushmann and Darshan Raval's new song. So we are very well ensconced in today's pop culture, and we'll continue to build on this. 

If I talk about sports properties, we have had five IPL teams as hydration partners. We have seven ISL teams, and we have UTT. We do all the marathons in India and the Middle East as well, where we've done the Dubai Marathon, Ras Al Khaimah Marathon. We were part of the UAE ILT20 league also, where we were partnering with four or five of the teams over there. And everything that has to do with sports. We are partners for the Professional Golf Tour of India as well. We've done Taekwondo international championships in India and Ultimate Table Tennis. We are part of every genre of sports. We are seen as a brand which is championing sports in the country. 

You mentioned sustainability. How have you made that a key lever in your marketing and brand strategies?

We are proudly a plastic and water-positive organization where our program Greener Promise has released multiple sustainability reports with TERI Institute, which sort of outlines this to our consumers as well.

We've got a consumer film also going on, where we are talking about plastic circularity. We have our initiative called Bottles for Change, where we have reached out to more than six lakh people this year, educating them about how to responsibly dispose of plastic.

Tie-ups with some of the largest educational institutes in the country, like Amity, Punjab University, Madras Christian College, Manipal, also is an important of our approach. 

For recycling, we've launched a textbook with CEE, which is going to be part of the school curriculum right now. We've introduced a water credit approach, which we are fostering for the industry to work on because India is a water-scarce country. We have 4 or 5% of the world's groundwater freshwater, but close to 15-20% of the population. So, we are championing that as well. We have rainwater harvesting initiatives called Nayi Umeed, where we built and repaired hundreds of check dams over a period of time. We've also built a reservoir in Ladakh. If you look at Ladakh, there is water scarcity for six months a year. So we've been taking that mantle as well, and we have rainwater harvesting practices in most of our factories.

And the last leg is tech? 

Today's consumers want everything at the hit of a button. We are extremely big on technology, where we have our own app, which is growing, almost doubling year on year. Predominantly, it is for our returnable 20-liter jar business, which is going to our consumers' and our clients' homes, and that app is working really well for us.

We've approached a dark store model where we've set up service agents in high-velocity pin codes, enabling us to manage our delivery promise and logistics in a very efficient manner. And to sum it all up, we've also launched in the UAE last year. This year, we've expanded that footprint to become a truly global brand moving into the future.

How has the rise of AI impacted the industry this year?

From a creativity lens, it has asked marketers how interactive and engaged they can keep their consumers. From a business perspective, it has helped us with data modeling, enabling insights into marketing, sales, and production and increasing efficiencies in the system.

What disruptive trends are you foreseeing for 2025?

Experiential marketing is coming back with a bang. Consumers are engaging across music, sports, gaming, and entertainment. Media landscapes are fragmented, and marketing spends need to integrate TV, digital, experiential, and trade marketing holistically to convey the message across platforms.

Read More:<a href="https://www.storyboard18.com/brand-makers/2025-the-year-of-disrupting-the-traditional-marketing-funnel-says-britannias-amit-doshi-52364.htm" rel="noopener" target="_blank">2025: The Year Of...: Disrupting the traditional marketing funnel, says Britannia's Amit Doshi</a>

2025: The Year Of...: Experiential marketing's comeback, says Bisleri's Tushar Malhotra

AI and generative AI have had a profound impact on the consumer health and FMCG landscape, redefining everything from product innovation to consumer engagement. These technologies are enabling brands to keep pace with evolving consumer demands by delivering highly personalized experiences and recommendations.

Building on this, Manish Anandani, Managing Director of Kenvue India and South Asia, elaborates on the highlights of its key brands and points out that despite inflationary pressures, there is strong demand in the premium segment, with consumers increasingly willing to pay more for quality and expert-backed products. 

Edited excerpts:

What were the key achievements/highlights for you and your teams in 2024? 

Today, there are “Many India’s” and as per industry reports, households in India 1 (affluent India) will double to 22 mn in the next three years, while in “India 2” (middle income), 40 mn households will be added in the same period. In our babycare portfolio, we have traditionally focused on India 1 and India 2 with a single brand strategy with Johnson’s Baby. However, the emergence of ‘Many India’s’ with consumers seeking diverse products for different needs, demand for premium products, we have revisited our brand strategy to win with the power of two brands- Johnson’s Baby & Aveeno Baby. 

Stayfree is another focus area for us in our Essential Health segment. Stayfree is a strong brand in mid-premium segment. We are also deepening distribution and expanding our geographical presence to tap consumers in smaller towns and rural markets. This year, we have strategically expanded our presence in the premium sanitary napkin segment by strengthening our Secure Nights portfolio and introduced differentiated innovations. 

For ORSL, an Indian brand which is a global priority, we have diversified our portfolio to explore more health conditions The ORSL® Advanz care range with targeted hydration solutions is a step in this direction. 

Given the strong impetus to premiumization across urban India along with small towns becoming new growth engines with aspirational customers, we strengthened our premiumization strategy. We have introduced a slew of products including Neutrogena Visible Repair range to cater to the needs of consumers seeking premium and science-backed products. 

What defining trends stood out for you in 2024?

Post pandemic, we have seen consumers becoming more awareness and prioritizing self-care and a shift towards preventive health. Today’s consumers are also more discerning and expect personalized experiences across all aspects including their health and wellness journey. They want products that are suited to their unique needs, lifestyles, and aspirations. Recognizing this, we have introduced personalized offerings including AI-driven tools like Neutrogena’s Skin360 where we offer customized skincare analysis and recommendations, empowering consumers to take control of their skin health.

Consumers are increasingly looking for transparency—whether it’s about ingredients, sourcing or the sustainability of products. They want to make informed choices and expect brands to be more transparent. For example, mothers always want to choose the best products for their babies, however very few mums understand which ingredients go inside products and are safe for babies. To empower mothers to feel confident in their choices, we reimagined our packaging and paired it with an innovative AR technology enabling mothers to explore product ingredients on the pack as well as at retail touchpoints. Transparency has become imperative for building and sustaining brand loyalty.

Another big trend we are observing is that, today consumers want to know not just what brands are talking about themselves, but what is the ecosystem is saying about the brand. Consumers are actively seeking recommendations from experts be it doctors or the powerful role of derms in skincare, influencers and fellow consumers.

Despite inflationary pressures, we continue to see strong demand in the premium segment with consumers willing to pay a premium for quality and expert-backed brands. With India’s affluent and middle-income segments expanding, the appetite for premium products—especially in personal care and self-care—has only grown. Our premium portfolio with brands like Neutrogena and Aveeno are well positioned to meet this emerging demand. 

How did the rise of AI and generative AI impact your industry this year? Could you sum it up in 3-5 points?

This has been a transformative year, AI and generative AI has had a profound impact on the consumer health and FMCG landscape redefining everything, from product innovation to consumer engagement. Here are some ways AI shaped our industry this year:

AI has allowed us to fast-track product innovation by leveraging consumer insights and predictive analytics. Companies can now test small and fail big, yet nurture a culture of innovation culture. At Kenvue, we are using new age technologies to test and launch product innovations enhancing our GTM strategies taking new products to market faster. 

Generative AI has enabled brands to deliver highly personalized experiences and recommendations, meeting the growing consumer demand for tailored solutions. Leveraging AI, we are creating personalized journeys for consumers to enhance experience and loyalty. The launch of Johnson’s Baby gift sets with an industry-first AI generated lullaby, introduction of Neutrogena Skin360, an AI enabled platform providing personalized skin analysis and regime are some examples. 

AI has transformed how we approach media planning and ROI measurement. AI-powered platforms has enabled faster decision making based on real-time data and performance to effectively allocate marketing spends across channels, which is more targeted with better resource utilization. This has allowed us to be more agile. 

We are seeing introduction of newer technologies at point of sale, retail channels to enable retailers to make improve efficiencies. We are using AI and ML to improve assortments we sell at each store, personalizing consumer engagements with precision. 
Build Future forward, future proof businesses: Using AI technologies like predictive analytics and demand forecasting, companies are analysing data from multiple sources to predict market trends and consumer behaviour like never before. This will help companies to make stronger data backed decisions about product development, pricing, and marketing as well as optimize inventory levels, reduce waste, and improve customer satisfaction.

What disruptive trends do you expect to take the spotlight in 2025?

The next year will be accelerated growth of quick commerce platforms bolstered by significant funding, expanding in new cities as well as deepening penetration within cities. We will also continue strengthening our presence on such platforms to cater to the digital-first health-conscious consumers. 

Health and wellness will no longer be a niche segment but will become mainstream with more consumers becoming health conscious. Consumers are prioritizing long-term health, focusing on preventive care and functional benefits. We will see further segmentation in the consumer health industry with a great demand for health-related products and solutions. From skincare that goes beyond beautification to correct and protect skin, to foods that boost immunity and improve wellness, we will see an accelerated demand for specialized products which are science-backed products. 

These disruptions and emerging trends will be shaped by consumer’s evolving expectations and behaviour along with greater convergence of technology, necessitating brands to innovate and adapt. 


Read More:<a href="https://www.storyboard18.com/brand-makers/2025-the-year-of-the-rise-of-gleamers-says-shuvadip-banerjee-cdmo-itc-ltd-52369.htm" rel="noopener" target="_blank">2025: The Year Of...: The rise of Gleamers, says Shuvadip Banerjee, CDMO, ITC Ltd</a>

2025 - The Year Of...: Convergence of technology, says Kenvue's Manish Anandani

In 2024, a noticeable shift in consumer behavior emphasized health and wellness, with a growing preference for scientifically backed strategies. Personalized marketing and storytelling became increasingly central, enabling brands like Marico to connect more effectively with their audiences.

The integration of artificial intelligence in campaigns, such as Marico's Saffola 'Step Up For Your Heart,' demonstrated its potential to create interactive and engaging digital experiences. The influencer marketing landscape also saw further innovation, leveraging celebrity endorsements like Ronit Roy in Marico's campaign to amplify messaging and broaden reach.

As highlighted by Somasree Bose Awasthi, Chief Marketing Officer at Marico Limited, e-commerce has significantly transformed the industry, emerging as a crucial distribution channel. Platforms like Instagram further influence buying decisions, with influencers showcasing trending products such as rosemary and herbal oils. Additionally, the demand for personalization is reshaping the hair oil market, as brands offer tailored solutions for specific hair types and concerns.

Edited excerpts:

 What defining trends stood out for you in 2024?

In 2024, the shift in consumer behavior towards prioritizing health and wellness was evident, with consumers seeking scientifically backed wellness strategies. Personalized marketing and storytelling also gained traction, allowing us to connect with our audience more effectively. 

The integration of artificial intelligence in marketing was another key trend, as seen in our Saffola 'Step Up For Your Heart' campaign, which leveraged AI to create an interactive digital experience. Influencer marketing continued to evolve, with celebrity endorsements like Ronit Roy in our campaign, helping to amplify our message. We have also tapped mass divergence with TV as a medium and also tapped influencers as we genuinely want people to take these steps towards healthy heart. Additionally, partnering with renowned medical experts as academic advisor for the campaign showcased the driving urgency to focus on heart health in modern times. Around 2.5 million people registered for the health movement in a span of 35 days.

To create a lasting impact during the festive season, we adopted innovative advertising strategies that harness data-driven insights to create hyper-personalized campaigns tailored to individual consumer preferences and behaviors. Leveraging AI tools, we enabled real-time monitoring, swift campaign adjustments, and optimized marketing actions. Our multi-channel approach seamlessly integrated traditional and digital platforms, including major TV channels, YouTube, and social media, ensuring maximum visibility and reach. 

This targeted approach allowed us to build brand affinity, drive sales, and create lasting impressions. By embracing these trends, we've consolidated our marketing approach to forge more impactful and meaningful connections with our consumers, driving business growth and engagement during the festive season and beyond.

How did the rise of AI and generative AI impact your industry this year?

The rise of AI and generative AI has been invaluable in simplifying processes and enhancing efficiency. At Marico, we've leveraged Gen AI tools to streamline content creation and generate compelling captions, product descriptions, and marketing copy, saving time and resources. However, while the text generation capabilities are impressive, image generation still has some limitations, making it challenging to achieve the exact creative vision purely through generative AI. To address this, we are exploring a combination of generative AI and traditional machine-learning techniques to enhance our image-based use cases. 

Furthermore, we use AI tools to monitor key marketing campaign metrics in near real-time, allowing us to quickly identify underperforming campaigns and make immediate adjustments or terminate them altogether, effectively managing costs and optimizing our marketing efforts. This agility ensures our strategies remain efficient and responsive to market demands, enhancing overall campaign performance.

What disruptive trends will take the spotlight in 2025? 

On the horizon for us are several disruptive trends taking center stage. Foremost, conscious consumerism will continue to shape our strategies, driving demand for sustainable, ethical, and personalized products. In marketing, we expect personalized storytelling, influencer partnerships, and AI-driven content creation to gain traction. Consumers will seek authentic connections, forcing brands to prioritize transparency, social responsibility, and environmental sustainability. 

The hair oil market is expected to continue evolving through 2025, driven by a strong emphasis on natural ingredients and personalized, multifunctional products.

Consumers are increasingly moving away from chemical-laden formulations in favor of oils enriched with natural ingredients like coconut, aloe vera, argan, and almond. This shift is driven by growing awareness of the benefits of plant-based oils for both scalp and hair health. Alongside this, the demand for multifunctional hair oils is rising, with consumers seeking products that not only moisturize but also promote hair growth and improve scalp health. These oils, often blending multiple oils and extracts, provide all-in-one solutions that cater to various hair needs.

E-commerce is playing a significant role in the market's growth, with online sales becoming a major distribution channel. The convenience and wider reach offered by e-commerce platforms have contributed to this trend. Social media platforms, particularly Instagram, are further influencing buying decisions, as influencers showcase popular oils like rosemary and other herbal products. Personalization is becoming a key trend in the hair oil market, with companies offering oils tailored to specific hair types or concerns. This includes addressing issues like dryness, dandruff, and more, in response to the increasing demand for products that cater to individual needs.

In regards to edible oils, India is the world’s second-largest consumer and importer of edible oils with a market size exceeding 26.6 billion USD. To offer differentiation aligned with consumer expectations, custom blends of multi-source edible oils tailored to regional tastes and fortification of oils with essential vitamins will be part of product innovation. In addition, affordable packaging and simpler ingredients list will reflect the growing consumer preference towards sustainability and transparency.

What is your New Year’s resolution/s on a professional and personal front?

As opportunities emerge, my corporate commitment is to further cement our position as a leader in the FMCG space. With 2025 poised to be a landmark year, marked by shift towards health-consciousness, sustainability, and digital engagement, our aim would be to continue driving innovation and creating meaningful consumer experiences that align with evolving preferences.

2025: The Year Of...: Conscious consumerism and personalized storytelling, says Marico's Somasree Bose Awasthi

2023 was about marketers waking up to generative AI and experimenting. In 2024, Amit Doshi, CMO, Britannia has witnessed a clear maturity amongst marketers in understanding the value generative AI can add. Marketers have blended AI with classical brand storytelling, staying true to the brand’s core while creating differentiated experiences, he says.

Doshi cites Britannia Bourbon's example and says, "It’s been the original chocolate cream experience in its category for years, and we’re entering its 70th year in India. Through social media listening, we noticed that Gen Z was increasingly engaging with recipes, often incorporating Bourbon into quirky creations. This insight led to the BourbonIT campaign, a first-of-its-kind collaboration with Google Gemini’s generative AI platform."

In a conversation with Storyboard18, Doshi further elucidates Generative AI’s deeper integration, disruption of the traditional marketing funnel and more.

Edited excerpts:

How has 2024 been for you and your team?

When we started the year, we had three focus areas laid out clearly:

Grow our business competitively and sustainably: This has always been a laser focus for our teams, and we continue to navigate this in challenging times.

Create new and surprising product experiences for consumers: Especially for the younger audience, who are increasingly well-connected with global emerging trends in food and snacking. We wanted to create new, exciting product experiences for them.

Extend these experiences to the core of our brands: Not just through storytelling, but also by creating activation and brand experiences that are cutting-edge, industry-leading, and truly unique.

If you notice, the words “surprising,” “unexpected,” or “disruptive” have been an underlying theme. As the year ends, I’m delighted with the work we’ve put out and proud of how our teams have rallied together. They’ve stepped up to embrace external changes, especially leveraging generative AI, which was a key thrust for us across all these areas this year.

What defining trends in marketing stood out for you specifically this year?

Breakthrough storytelling: Our focus on creating compelling narratives has been integral.

Creative use of generative AI: This has been a game-changer, enhancing consumer experiences.

How would you say generative AI impacted the marketing industry this year?

Last year was about marketers waking up to generative AI and experimenting. This year, I’ve seen a clear maturity in understanding the value generative AI can add. Marketers have blended AI with classical brand storytelling, staying true to the brand’s core while creating differentiated experiences. 

Let’s take Britannia Bourbon as an example. It’s been the original chocolate cream experience in its category for years, and we’re entering its 70th year in India. Through social media listening, we noticed that Gen Z was increasingly engaging with recipes, often incorporating Bourbon into quirky creations.

This insight led to the BourbonIT campaign, a first-of-its-kind collaboration with Google Gemini’s generative AI platform. Consumers could scan a Britannia Bourbon pack and visit bourbonit.in to share a recipe via text, image, or a YouTube URL. The AI agent would “Bourbonize” the recipe, turning, for instance, Ras Malai into a Bourbonized version, complete with steps to try at home. In 6-8 weeks, we’ve seen 2 million scans, 2.5 lakh recipes generated, and 25,000 consumers trying these at home. This campaign showcased how AI can trigger human creativity, not replace it.

Another example is Milk Bikis. It has long been a partner for growth and fun for parents and kids. Last year, we focused on fathers becoming more participative in parenting. Building on this, we launched a Tamil Nadu-exclusive campaign called “Adengappa Kadhaigal.” Parents could scan a Milk Bikis pack, then any household object (like a fork, chair, or ball), and our AI agent would generate a fun Tamil story using the object as a fictional character. This campaign resulted in consumers generating 1 lakh stories, showcasing how engaged they are with technology.

What kind of disruptive trends do you anticipate for the marketing industry in 2025?

Three defining trends stand out:

Generative AI’s deeper integration: Marketers now recognize AI as a complement to human creativity. AI is enabling storytelling and brand experiences that were previously impossible.

Social media’s evolving role: Consumers discover brands through diverse passion points on platforms like Reddit, Instagram, and Snapchat. Aligning with these subcultures and collaborating with relatable creators will define success.

Has Britannia leveraged platforms like Reddit and YouTube Shorts for social media?

Yes, we have explored both. While the core engagement remains on traditional social platforms, platforms like Snapchat and YouTube Shorts are exciting. For instance, our Treat Croissant team did an activation on Snapchat addressing the challenge of pronouncing “croissant.” We created a filter for a pronunciation challenge, rewarding correct attempts with a fun crown. It’s a disruptive way to align with our brand task of category building.

Lastly, what is your New Year’s resolution, both professionally and personally?

On the personal front, I don’t believe in resolutions per se but see this as a time for reflection. I’d like to spend more time with consumers in the market to better understand evolving trends. Personally, I’m focused on maintaining my health and fitness and reconnecting with music and literature.

Professionally, as this coincides with our annual planning process, it’s a time to absorb learnings from the past year, understand market changes, and reorganize for the future.

2025: The Year Of...: Disrupting the traditional marketing funnel, says Britannia's Amit Doshi

In today’s fast-paced world, many are yearning for a simpler life, seeking fulfillment in everyday joys and meaningful connections. This shift has given rise to trends like rural revitalization and chosen families, where community and care are redefined. Shuvadip Banerjee, CDMO of ITC Ltd., notes how such sentiments—like the delight in a perfectly brewed coffee or the quiet affection of a pet—reflect the ‘Gleamer’ mindset, poised to influence industries in the coming years.

Parallel to this emotional shift, consumers are becoming more aware and intentional in their choices, particularly regarding sustainability. The demand for sustainable alternatives has grown, urging brands to provide clear, tangible information about their environmental claims. Banerjee emphasizes that aligning accurate sustainability claims with the right products will empower consumers to make informed decisions, fostering trust and loyalty.

Meanwhile, the rise of health-conscious diets underscores another major trend. Consumers are increasingly focused on nutrition and overall well-being, driving demand for products that cater to these needs. Banerjee further elaborates that simultaneously, quick commerce is transforming the Indian marketplace, meeting the need for instant gratification and fueling rapid growth in this sector.

Edited excerpts: 

What were the key highlights for you and your teams in 2024?

One of the keys highlights this year was, adopting newer ways of marketing at scale. This includes, 

Leveraging owned assets of our brands to engage with our audience. For example, our Aashirvaad Happy Tummy website, Right Shift etc. 

Scaling up enriched first party data 

Leveraging analytics and technology to drive various marketing led investment decisions

Creating Hub & Hygiene content at scale 

Another aspect is being able to successfully build culture-relevant food codes/ communication within our brands to foster deeper connection with our consumers. We have done this for Sunrise, Aashirvaad, YiPPee! Sunfeast Marie and so on.

What defining trends stood out for you in 2024?

The rise of health-conscious diets has been a significant trend, driven by growing interest in nutrition and overall well-being. This conscious consumerism is giving rise to multiple health and wellness spaces like Gut friendly diets, Protein rich diet, we are seeing a lot of disruptive brands growing in India in these categories. 

Quick commerce is disrupting the Indian marketplace. Their ability to provide quick satiation to ever-hungry consumers is fuelling the growth of this space. Consumers today are expecting multiple categories and options including fresher and healthier products to be delivered immediately to their home.

Concerts have taken center stage in India, with a surge in live music events placing the country on global map for concert tourism. This has opened up newer avenues of brand engagement with consumers.

Shift towards Premiumisation: Urban consumers today seek premium products to fulfil their niche requirements. There is a growing appetite for premium products in categories like packaged foods, beverages etc. 

How did the rise of AI and generative AI impact your industry this year? Can you sum it up in 3-5 points? 

Generative AI has taken centre stage and has revolutionised marketing, where we are able to develop personalised content, curate products based on consumer preferences and so on. While integrations and advancements continue, brands/organisations must be transparent and purposeful in using generative AI. 

What disruptive trends will take the spotlight in 2025? 

Few trends, that will potentially take the spotlight in 2025 and beyond, from a consumer point of view: 

Rise of “The Gleamers”: Hectic lifestyle has led people to yearn for a simpler life. From rural revitalisation to chosen families, the Gleamers are redefining what community, care and fulfilment look like. The simple everyday joys like ‘Your coffee tasted so good this morning that it made you smile, or your cat letting you stroke her for a few seconds without purring for food’, such ‘Gleamer’ sentiments will be influencing the industry in the coming years. 

Conscious Consumers: With rising awareness among consumers, they are increasingly and consciously spending on sustainable alternatives. Brands will have to provide tangible information to sustainability claims and align the right claims with the appropriate product to help consumers make informed decisions. 

Filtered Focus Consumer: Consumers today want to spend less time sifting through an overabundance of options to find exactly what they need. Therefore, clear communication and optimised user experiences will be prioritized to stand out in a crowded marketplace.

Rise of DIY Meal Kits/Preps: Services such as Meal Prep/Meal Kit will be on the rise. Busy lifestyles and the demand and quick meal solutions have fuelled the popularity of meal kits. Further, many consumers are also looking for healthier meal options but lack the expertise. These services provide DIY kits with recipes and all the ingredients to cook freshly at home – it takes away the mental load of prepping, deciding what to eat, and sourcing of the ingredients. 

What are your New Year’s resolutions?

In the coming year, I would like to work on shifting from just digital transformation to driving Insights and Informational transformation. 

I also look forward to learning and updating myself on Agent AI, RAG and LLM and understand how they can be leveraged/used to provide a competitive edge to ITC’s businesses and brands.

2025: The Year Of...: The rise of Gleamers, says Shuvadip Banerjee, CDMO, ITC Ltd

The rapid growth of India’s creator ecosystem has captured the attention of both metro and non-metro audiences, with millennials and Gen Z emerging as key participants, says Sunder Balasubramanian, CMO, Myntra.

Balasubramanian highlights Gen Z as a significant growth driver in 2024. With over 60 million already shopping for lifestyle products online, this demographic represents a vast and expanding market. As more Gen Z consumers join the workforce, their purchasing power and influence are expected to grow even further.

In a conversation with Storyboard18, Balasubramanian delves into the key trends poised to shape the industry in 2025 and shares insights on the evolving consumer landscape.

Edited excerpts:

What were the key highlights for you and your teams in 2024?

2024 has been a remarkable year for Myntra, marked by significant milestones and growth. Our Monthly Active Users (MAU) reached an all-time high of 70 million, reflecting robust Brand Health Metrics growth across metro and Tier 2 cities. This underscores the strength of our Customer Value Proposition and its increasing resonance with our diverse audience.

We also witnessed a phenomenal 2X growth in Gen Z customers, rising from over 8 million in mid-2023 to 16 million in 2024. This is a promising indicator of sustained growth potential in the years to come.

Also, 2024 was a transformative year in solidifying our position as a comprehensive lifestyle destination, in addition to strengthening our core. Our Beauty category is growing faster than the market, while our Home category has been trending at an impressive 70% in the second half of the year, further expanding our footprint in these high-potential categories. Ahead of the festive season, we also forayed into the premium gifting category with 70k options across segments.

What defining trends stood out for you in 2024?

The year witnessed customers increasingly gaining access to a growing array of choices, largely fueled by the proliferation of social media. For brands, the challenge is no longer just about visibility but about consistently capturing and holding customers' attention. At Myntra, we have addressed this by clearly defining the role of each channel and ensuring distinct and consistent messaging.

The rapid growth of India’s creator ecosystem has engaged both metro and non-metro audiences, especially millennials and Gen Z. Myntra collaborates with 10,000 creators monthly. The Myntra Creator Fest further supports this ecosystem, with creators helping brands move consumers seamlessly from aspiration to purchase. We have also introduced ‘The Ultimate Glam Clan,’ designed for Gen Z, which empowers everyday consumers to become creators by sharing product reviews, aligning with Gen Z’s desire to actively shape fashion trends and have a voice in the fashion landscape.

Gen Z also emerged as a significant growth driver in 2024. With over more than 60 million already shopping for lifestyle products online, this demographic represents a vast and growing market. As more Gen Z consumers enter the workforce, their influence will continue to strengthen. With FWD, our Gen
Z-focused offering, we’ve already seen strong momentum in trend-driven fashion growth, reinforcing our appeal to this dynamic audience.

How did the rise of AI and generative AI impact your industry this year? Can you sum it up in 3-5 points?

The emergence of AI and generative AI in 2024 has significantly reshaped the industry, and we have harnessed this shift to enhance the shopping experience for our customers.

● AI-Driven Performance and Data Insights: As a digital-first business, we have extensively utilised AI in performance marketing and data science. AI-driven ad solutions from major social media platforms have been central to optimising marketing efforts, while robust data science capabilities internally have helped derive actionable insights and improve decision-making.

● Generative AI for Content Development: While still in its early stages, generative AI is being explored in marketing, particularly for content creation. These experiments are helping us understand its potential for scale and efficiency.

● Enhanced Consumer Experience with MyFashionGPT and Maya: On the consumer experience front, AI has taken assisted buying to a whole new level, by understanding customer choices and making sharp recommendations. Our MyFashionGPT, a conversational search feature and Maya, an AI-powered chatbot designed to reduce decision fatigue and provide personalised recommendations across millions of styles have seen promising adoption. Similarly in Beauty, Myntra’s AI Skin Analyser has been assisting shoppers to find the right product combinations tailored to their unique needs. 

● Social Commerce and Engagement: Myntra has leveraged social commerce with features like ‘Spot it, Get it’ on FWD and Myntra Minis. The Spot and Shop feature on FWD allows users to discover and shop trends while browsing social media, engaging influencers like Viral Bhayani. FWD’s tailored experience caters specifically to Gen Z, enhancing our connection with this growing demographic.

What disruptive trends will take the spotlight in 2025?

Personalisation will remain a pivotal focus for consumers, with brands needing to showcase a deep understanding of individual preferences while offering tailored solutions.

Technology Transforming Consumer Behavior: Innovative technologies such as virtual try-ons, conversational AI-powered assistants, and video-assisted buying are set to redefine how consumers shop.

The Rapid Growth of Social Commerce: Social commerce is poised for major growth in India. This trend is bridging aspiration and commerce. Social Commerce will further shape how consumers discover, interact with, and purchase products. We are tapping into this wave through our creators and affiliate shopping program. By combining the power of creators and product discovery, we are driving our positioning to be a key player enhancing the lifestyle shopping experience in India’s social commerce boom.


What is your New Year’s resolution/s on a professional and personal front?

On a personal front, it would be to read more. Professionally, I want to learn to use and create impactful content using Gen AI.

Read More:<a href="https://www.storyboard18.com/brand-makers/2025-the-year-of-meaningful-substance-and-authentic-experiences-says-nestles-chandan-mukherji-52187.htm" rel="noopener" target="_blank">2025: The Year Of...: Meaningful substance and authentic experiences, says Nestle's Chandan Mukherji</a>

2025: The Year Of...: Social commerce and video-assisted buying, says Myntra's Sunder Balasubramanian

Health-conscious behavior has enhanced and broadened into a holistic wellness mindset. New content formats, like short-form video, a decentralized landscape where individual creators have garnered consumer attention and engagement, and new engagement mechanisms like gamification have become powerful tools for brands aiming to engage consumers in exciting, fun, interactive, relevant ways, says Chandan Mukherji, Director and Executive Vice President of Strategy, Marketing and Communication.

Consumer awareness about environmental sustainability is increasing in India, particularly among the younger generation. Brands are moving beyond one-size-fits-all personalization, investing in AI-driven insights to offer tailored and relevant experiences to each consumer, according to Mukherji.

In 2025, Mukherji believes people will look for more meaningful substance, authentic experiences, enjoyment, variety and healthier options. Sustainability and environmental responsibility will focus on zero-waste practices, regeneration, and eco-friendly packaging.

In a conversation with Storyboard18, Mukherji talks about the highlights of 2024 for Nestle, experience economy and more.

Edited excerpts:

What were the key highlights for you and your teams in 2024?

Our teams continued to strengthen the long term equity of our brands, addressing the human, cultural, and category nuances of the diverse India by creating content that resonates with these audiences, for MAGGI, NESCAFE, KITKAT, MUNCH, MILKMAID, and other brands.

The organization was recognized through several awards for brand leadership, creative effectiveness, media innovation, data analytics, communication excellence, and short-form creative content formats. With the growth in influencer marketing, we have seen some strong results exceed FMCG benchmarks in advertising and consideration.

We leveraged data signals using AI to enable real-time marketing and target consumers at the right time using relevant creatives. Ask Nestlé reached out to over 40 million parents since its inception to provide information on nutrition, recipes, meal planning, etc. Some products were launched that contribute to protein requirements of consumers, such as MAGGI Nutrilicious Besan Noodles, MAGGI Professional Plant-Based products, and Nestlé a+ Unsweetened Greek Yogurt.

Our focus was across the spectrum – from leveraging first-party data for full-funnel advertising through e-commerce to placement positions on short-form platforms, to click to messaging platforms for search where a intent based user could directly connect with our bot to get recipes, information, etc. This builds a strong canvas for learning and scaling up.

What defining trends stood out for you in 2024?

In 2024, consumer behavior has been shaped by evolving social, economic, and technological influences, leading to shifts in preferences, attitudes, actions and expectations. The experience economy has reached new heights, as consumers increasingly seek unique experiences that offer novelty, personalization, variety, shareability, and exclusivity.

With economic uncertainties, mainstream consumers are demonstrating greater financial prudence, being more cautious in their spending habits and looking for greater value.

Businesses are witnessing sustained premiumization in some categories while tightening spends in others. Brands are increasingly adopting premiumization and value-up opportunities, attaching high perceived value to their products to attract discerning consumers.

Read More:<a href="https://www.storyboard18.com/brand-makers/castrols-md-kedar-lele-strategic-pricing-agility-and-cost-optimization-will-be-key-in-2025-50231.htm" rel="noopener" target="_blank">2025 - The Year Of...: Strategic pricing, agility, and cost optimization, says Castrol MD Kedar Lele</a>

The pandemic-induced rise of remote and hybrid work has solidified into a long-term expectation, with more fluid work-life boundaries, on-the-go lifestyle, and growth in out-of-home consumption.

Health-conscious behavior has enhanced and broadened into a holistic wellness mindset. New content formats, like short-form video, a decentralized landscape where individual creators have garnered consumer attention and engagement, and new engagement mechanisms like gamification have become powerful tools for brands aiming to engage consumers in exciting, fun, interactive, relevant ways.

Consumer awareness about environmental sustainability is increasing in India, particularly among the younger generation. Brands are moving beyond one-size-fits-all personalization, investing in AI-driven insights to offer tailored and relevant experiences to each consumer.

There's a massive demand for brand authenticity and transparency. This trend reflects a shift toward meaningful relationships over transactions.

Generative AI has transformed creativity and productivity, allowing businesses to generate content, designs, and even complex analytics at scale. More granular brand initiatives that resonates with regional languages, culture, and values have also gained traction.

How did the rise of AI and generative AI impact your industry this year? Can you sum it up in 3-5 points?

AI-based tools are increasingly having a high impact on marketing processes, ideation, content creation, media deployment based on active signals and engagement.

AI-Powered Creative Ideation: Creative ideation and conceptualization are becoming richer and faster.
Quicker Insights: Rapid development of concepts, prototypes, and stimuli allows for shorter lifecycles in consumer research, aided by faster testing methodologies.

Synthetic Personas: The creation of synthetic personas will play a role in enhancing consumer research and personalization.

Asset Development: Virtual production, custom modeling, and scalable asset development are becoming more mainstream.

Hyper-Personalization: Generative AI enables hyper-personalized recommendations, targeted ads, and AI-inputted marketing campaigns, enhancing consumer experiences.

What disruptive trends will take the spotlight in 2025?

Building on breakthroughs in 2024, AI is expected to transition from initial or experimental use cases to more mainstream business adoption. As generative AI matures, it will become a tool for democratizing creativity, analytics involving complex data sets, and enabling efficient production.

The demand for AI solutions that cater to India’s multilingual population will step up further, with technologies like language translation, AI chatbots, and voice assistance tailored to regional languages. These technologies are bridging the language gap in digital access, allowing a larger segment of India’s population to benefit from digital services.

People will look for more meaningful substance, authentic experiences, enjoyment, variety and healthier options. Sustainability and environmental responsibility will focus on zero-waste practices, regeneration, and eco-friendly packaging.

More technology convergence is also expected to enhance consumer experiences and relationships.

What is your New Year’s resolution on a professional and personal front?

New Year’s resolutions today reflect a changing world where people are focusing less on superficial aspects and more on meaningful, values-based, long-term goals and intentions. On the professional front, my resolution is to drive sharper talent development of the team in terms of width and depth of perspectives. On the personal front, my resolution is to integrate some time for mindful wellness into my schedules.

Read More:<a href="https://www.storyboard18.com/brand-makers/2025-the-year-of-consolidation-and-innovation-says-kalyan-jewellers-ramesh-kalyanaraman-51666.htm" rel="noopener" target="_blank">2025 - The Year Of...: Consolidation and Innovation, says Kalyan Jewellers' Ramesh Kalyanaraman</a>

2025: The Year Of...: Meaningful substance and authentic experiences, says Nestle's Chandan Mukherji

In 2025, India’s mobility sector will prioritize decarbonization, electrification, and modernization by focusing on creating a sustainable ecosystem. Beyond EV adoption, building robust charging infrastructure will support mass public transport as cities shift from private vehicles to shared services due to rising traffic congestion. Intelligent traffic management, data-driven route optimization, and integrated multimodal platforms will redefine urban mobility, according to Anirudh Arun, CEO, BluSmart Fleet.

Arun believes that individual actions can significantly contribute to these broader trends. His New Year’s resolution is to reduce his carbon footprint by making mindful choices in daily life. This includes using shared and sustainable public transport more often, minimizing waste, conserving energy, and choosing sustainable products responsibly.

However, finding the right balance between individual responsibility and broader societal shifts is crucial. In a conversation with Storyboard18, Arun further elaborates on premium domestic and international flyers, and a noticeable preference for higher-end car models like SUVs indicating not only a rise in purchasing power but also a significant shift in consumer aspirations.

Edited excerpts:

What were the key achievements for you and your teams in 2024?

In 2024, BluSmart continued to build a vertically integrated energy-infrastructure, mobility, and technology business that is decarbonising mobility at scale. 

Here's a glimpse into our achievements and milestones:

With South Asia’s largest EV fleet of over 8,500 vehicles, we have facilitated ~650 million clean kilometers and delivered 20 million rides since inception. Together, we’ve saved ~47,000 metric tons of CO₂ emissions, reaffirming our commitment to sustainability. Furthermore, we also made our first international foray with the launch in UAE. 

Our 50 EV charging hubs now host 5,000 EV charging stations, spanning ~2 million sq. ft. in Delhi NCR and Bengaluru. In August 2024, our Born-Electric Tech Stack was granted a patent by the U.S. Patent and Trademark Office, solidifying our position as an innovation leader.
We’ve created inclusive and equitable economic opportunities for over 10,800 active BluSmart Driver Partners out of which more than 150 are women driver partners.

What defining trends stood out for you in 2024?

2024 has been a landmark year for shifting consumer and market dynamics in India, with several defining trends coming to the forefront.

One standout trend is the rapid premiumisation across sectors such as fashion, beauty, electronics, vehicles, and travel. Indian consumers increasingly value convenience, experience, and quality, as evidenced by the growing demand for premium product categories on e-commerce platforms, the rising number of premium domestic and international flyers, and a noticeable preference for higher-end car models like SUVs. This transformation highlights not only a rise in purchasing power but also a significant shift in consumer aspirations.

Another notable aspect of this trend is the growing alignment between premiumisation and conscious consumerism. Today, consumers are willing to pay a premium for products and services that offer reliability, safety, and superior experiences, especially when these come with a commitment to sustainability. Environmental consciousness has emerged as a key factor influencing buying decisions, reinforcing the idea that premium and responsible consumption are now intertwined.

At BluSmart, this evolution is clearly reflected in our rider preferences. Customers increasingly choose us for our reliable, on-time services, well-trained driver-partners, high-end experiences and all-electric fleet. This intersection of premiumisation and sustainability perfectly aligns with the values of the modern Indian consumer.


What disruptive trends will take the spotlight in 2025?

In 2025, India’s mobility sector will prioritize decarbonization, electrification, and modernization by focusing on creating a sustainable ecosystem. Beyond EV adoption, building robust charging infrastructure will support mass public transport as cities shift from private vehicles to shared services due to rising traffic congestion. Intelligent traffic management, data-driven route optimization, and integrated multimodal platforms will redefine urban mobility. These innovations aim to ease congestion, enhance efficiency, and promote sustainability, paving the way for future-ready smart cities with seamless, eco-friendly transportation systems.

What is your New Year’s resolutions on a professional and personal front?

As we close another year, I reaffirm my commitment to accelerating the decarbonization, electrification, and modernization of mobility in India. By deploying innovative solutions, we aim to amplify our impact on the nation's journey toward net-zero goals.

On a personal note, my New Year’s resolution is to reduce my carbon footprint by making mindful choices in daily life. This includes using shared and sustainable public transport more often, minimizing waste, conserving energy, and choosing sustainable products responsibly.

Read More:<a href="https://www.storyboard18.com/brand-makers/2025-the-year-of-ethically-designed-ai-use-cases-says-hdfcs-ravi-santhanam-51851.htm" rel="noopener" target="_blank">2025 - The Year Of...: Ethically designed AI use cases, says HDFC's Ravi Santhanam</a>

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