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Rathin Lahiri, head, marketing and CSR, SBI General Insurance, believes that in order to be successful and be paid handsomely for the work one does, it is important to be good at something and enjoy what one does.

Speaking in the context of marketing, Lahiri stated that the marketer, who is responsible for consumer demand, will have a high-pressure job and shorter tenures. In order to thrive, there will be a requirement to be multi-disciplinary, update himself continuously, spend time in multiple functions, and also be fortunate. 

“Be really good at something, keep learning, work in multiple functions, don’t take failure to heart, try to work with trustworthy people and companies, and enjoy yourself. India is on a fantastic trajectory. You will do well,” he said in a conversation with Storyboard18.


Edited excerpts:


If you can list five of your favourite quotes on marketing and leadership?


1. Don’t sell products, sell dreams — Steve Jobs, co-founder, Apple


2. Marketing is the art of the possible — Rathin Lahiri, SBI General Insurance


3. If you know the enemy and know yourself, you need not fear the result of a hundred battles — Sun Tzu, Chinese General


4. Fall down seven times, get up eight — Japanese proverb


5. If each one of us hires people who are bigger than we are, we will be a company of giants — David Ogilvy, founder, Ogilvy & Mather


How do you refine your marketing acumen?


I travel a lot for work, and also personally. Observing people, their behaviour, the trends is a great source of learning. LinkedIn, X, and Instagram are great sources too. I also use my free time to think of a couple of big ideas and reflect on what can be improved. 


This is both the age of opportunity and of volatility. Newer companies and business models have emerged across digital, AI, consumer tech, fintech, e-commerce, travel, services, and other segments. The increased competition will lead to faster mortality for some companies. 


The marketer, as the guy who is responsible for consumer demand, will have a high-pressure job and shorter tenures. For him to thrive, he will need to be multi-disciplinary, update himself continuously, spend time in multiple functions, and also be lucky. 


What were the last five videos you viewed on any social platform?



1. Naval Ravikant — How to get rich

 

2. Tim Ferris – How to learn better and create your future.

 

3. Sadhguru, on Shiva

 

4. Zomato CEO (Deepinder Goyal) — Pay to work saga (applicants to pay ₹20 lakh to work as his Chief of Staff)

 

5. The L&T saga (S. N. Subrahmanyan of L&T on the need to work 90 hours a week)


Who are your favourite creators and what draws you to them?


Elon Musk (Tesla Motors), Tim Ferriss (American entrepreneur and investor), Naval Ravikant (entrepreneur and investor), Marcus Aurelius (Roman emperor), Sadhguru (Founder, Isha Foundation). Each of them have an amazing vision, a clear philosophy, are fantastic communicators, and have created something unique which will outlast them. They inspire me.


What is your fitness / wellness routine?

 
I eat sensibly, do yoga regularly, watch rather than play sports (unfortunately), but stay active through the day. I am lucky to have a teenage son. He ensures I stay fit!


What does your weekend look like?


Weekends are for recharging. They begin with yoga, I have good food, whether at home, at a friend’s, or at a restaurant, spend time with the family catching up on how the week went, plans, etc. It also includes a one-hour afternoon nap.

 
As a family, we love short trips. So, the ideal weekend would be to just get away from the city to a beach or a mountain.

 
What have you been watching?

 
I follow the English Premier League and watch Netflix and other OTT services. I recently saw `Black Warrant,’ which I really liked for the way it showed the ‘70s and ‘80s, referencing the key events of the period and also humanising the jailor and his life.

 
Any work or life hack you swear by?

 
Focus on getting the big / important things done, either at work or in your life.

 
What are you reading? Any recommendations?

 
I would recommend that everyone reads The Almanack of Naval Ravikant. It's filled with wisdom without being preachy, and can change your life.


What's your advice to avoid personal and professional burnout?


You have one life. Be good at something, so that you are paid well for it. Enjoy what you do. Be grateful for what you have. A lot of people are less fortunate. 


A piece of professional wisdom you would like to share with next-gen marketers?

 
Be really good at something, keep learning, work in multiple functions, don’t take failure to heart, try to work with trustworthy people and companies, and enjoy yourself. India is on a fantastic trajectory. You will do well.

 
What’s the best advice you’ve got?

 
“People overestimate what they can do in a year and underestimate what they can do in 10’’ — Bill Gates. I wish I had read this earlier. You can use this to completely change your life for the better.

 
Read More: <a href="https://www.storyboard18.com/brand-makers/state-expectations-be-clear-about-outcomes-roshni-das-of-intel-46895.htm">State expectations, be clear about outcomes: Roshni Das of Intel</a>

The marketer's job will have a shorter tenure: Rathin Lahiri, SBI General Insurance

2024 has been quite a year for the OTT industry, with key trends reshaping content consumption, technology, and audience reach. "Family-friendly content is now a defining factor, as more viewers seek stories that bring families together," says Manish Kalra, CBO – ZEE5.

While addressing how AI is driving business efficiency Kalra points out that AI algorithms are a great support for live content as they deliver key emotional moments in record time. AI is expanding audience engagement through meaningful creatives, memes, and short-form content, amongst others, making AI quite the game-changer for the OTT industry today.

Edited excerpts:

What defining trends stood out for you in 2024?

2024 has been a transformative year for the OTT industry, with key trends reshaping content consumption, technology, and audience reach. Family-friendly content is now a defining factor, as more viewers seek stories that bring families together. The rise of Connected TVs has fuelled this shift, with 65% of our paid subscribers watching ZEE5 on CTVs, highlighting a move toward immersive, large-screen experiences.

Hyper-personalization has also been critical, as AI allows us to offer curated content tailored to individual tastes, boosting user engagement. Additionally, we’ve seen phenomenal growth in regional content viewership from tier-2 and tier-3 cities, where audiences increasingly seek stories in languages like Tamil, Telugu, Bengali, and Marathi. With AI-powered tools enhancing storytelling, this year marks a new paradigm in Indian entertainment driven by technology and a deeper connection with our diverse audience. 

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

AI has a multifaceted role in content creation and enhancing overall user experience. It helps us gain insights into the viewing patterns and habits of the audience and hence facilitating personalized content recommendations. AI enables scalability to deliver interesting edits of shoulder content for all our television shows. Further driving business efficiency, AI algorithms are a great support for live content as they deliver key emotional moments in record time. AI is expanding audience engagement through meaningful creatives, memes, and short-form content, amongst others, making AI quite the game-changer for the OTT industry today.

By closely analysing user preferences, viewing history, and real-time audience behaviour, AI and machine learning (ML) can help streaming platforms to enhance their ability to tailor recommendations and optimize content discovery. To increase the reach and accessibility to our titles, we also invest in ML-based searches and AI-powered dubbing and subtitling. ZEE5 recognizes the evolving dynamics of viewer preferences, and we leverage data-driven insights to refine our content curation and recommendation algorithms. Through continuous innovation and a commitment to understanding our audience, we strive to create a viewing experience that is intuitive, enjoyable, and reflective of each viewer's unique preferences.

What disruptive trends will take the spotlight in 2025?

AI-driven content creation and personalization will streamline production and deliver tailored recommendations, keeping viewers engaged. AI-driven features like real-time translations, dubbing, and captioning will make OTT platforms more inclusive, breaking language and accessibility barriers for global audiences.

ZEE5 will focus on expanding regional content, bringing diverse, hyperlocal storytelling to global audiences. Another emphasis on our platform will also be given to family-friendly content, offering wholesome entertainment that appeals to a broad demographic. Additionally, bundling OTT services with telecom and digital offerings will provide consumers with more cost-effective, unified entertainment options. AI-driven accessibility features, such as real-time translations and dubbing, will break language barriers and make content more inclusive. These trends will drive the OTT industry forward in 2025.

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

To stay sharp, happy, and healthy. 

Read More:<a href="https://www.storyboard18.com/brand-makers/2025-the-year-of-hyper-connected-ecosystems-says-haiers-priyanka-sethi-51910.htm" rel="noopener" target="_blank">2025 - The Year Of...: Hyper-connected ecosystems, says Haier's Priyanka Sethi</a>

2025 - The Year Of...: AI-driven features making OTT platforms more inclusive, says ZEE5's Manish Kalra

Burnout, especially at workplaces, has been a subject of grave concern for most professionals. Maintaining the finite balance between personal and professional life has become tedious yet a must to strike. Kunal Sharma, the head of marketing & business head, modern trade and e-commerce, KRBL, believes in setting clear boundaries, focusing on high-priority tasks, and delegating work that helps his team to feel empowered and also ensures effective time management.


In a conversation with Storyboard18, Sharma said, “Reflection, meditation, and mindfulness play a significant role in preventing burnout. I also take short breaks throughout the day, which helps in recovery and sleep. This keeps me productive and motivated.”


Edited excerpts of the interview:


If you can list five of your favourite quotes on marketing and leadership? 


Some of my favourite quotes stem from different segments of leadership that I've been inspired by. One of them is “Content is king”, which is an essay written by Bill Gates, former Chief Executive Officer (CEO) of Microsoft. The quote is becoming increasingly more relevant. 


The second quote is by English-American author and inspirational speaker Simon Sinek who said, “The greatest contribution of a leader is to make other leaders.” 


Industrialist and philanthropist JRD Tata said, “Uncommon thinkers reuse what common thinkers refuse."


I've also been a follower of cricket during my youth and cricket icon Sachin Tendulkar is one of the inspiring figures I look up to. He said, “People throw stones at you, and you convert them into milestones.” As an individual and as a team leader, I think it's very pertinent.

I'm inspired by German physicist Albert Einstein. He said, “Learn from yesterday, live for today and hope for tomorrow.” He also said, “The most important thing is not to stop questioning.”


In your free time, what kind of marketing-related content do you consume?


I'm an avid reader. I consume a lot of books on marketing and consumer behaviour. I follow a lot of industry articles and blogs. LinkedIn has become a very apt place, where one can read a lot of content. I also consume content from HBR (Harvard Business Review) or Marketing Week.


I focus on understanding brand campaigns and case studies in a bid to understand the brands' challenges and how they have navigated them. This, in turn, inspires my professional pursuits.


Webinars and podcasts have become an information source for marketers. Some of the podcasts like the Marketing Book Podcast, and Masters of Scale are both informative and inspirational for marketers. 


If you look at social media, there's a diverse range on the platter of what's happening in the marketing field. 


Where do you get your social media mix from? 


I spend quite a bit of time on LinkedIn because the platform provides a good opportunity to engage with thought leaders. People also put out their thoughts, and it's a source of great inspiration for professionals. Instagram and YouTube are also becoming another source of inspiration because we come across a lot of not-so celebrated work on these platforms.


What were the last five videos you viewed on any social platform? 


One was a video by Amul India's managing director (MD) Jayen Mehta, where he spoke about the power of brand consistency, how they amplify their ideas by being present across less than 100 billboards in India and how they can scale up. 


The other one was Spotify's new campaign with Bollywood actors Jackie Shroff and Ananya Pandey in a role reversal. I also find inspiration in the way celebrities are being used in branding exercises. 


Cadbury's Five Star and conversations around artificial intelligence (AI), where they've built a campaign around making AI mediocre. This is a hilarious take on “do nothing”, but it still manages to convey a deep message. 


BellaVita’s campaign was around “Deo Bachche Lagate Hai,” which positioned perfumes as the adult's choice but used celebrities in creative ways.


Who are your favourite creators and what draws you to them?


I follow Sinek a lot for his quotes on leadership and the purpose of marketing. I follow American author Seth Godin for his approach to marketing, which is plain, simple and fundamental.


I follow the podcast of Ranveer Allahbadia, popularly known as @beerbiceps. I also admire the content media personality Kusha Kapila creates. 


I've always been a fan of cricket, and I follow broadcaster Harsha Bhogle. I try to keep my viewing diverse so that I can seek inspiration from different aspects of life.


What is your sport/fitness or well-being routine like 


I'm a gym enthusiast. I follow a consistent workout regime which is strength training, and cardio, which helps me to stay fit and energised. I hit the gym five days a week for about 45 minutes to an hour every day after dropping my daughters off to school. I try to maintain my fitness regimen even when I'm travelling.


I take evening walks with my wife for 30 minutes to catch up with her and what's happening in the family. Besides, 75 per cent of good health comes from a good diet. I try to maintain a balanced diet. 


How does your routine weekend go? 


My weekends are a balance of staying active and spending quality time with my family. Usually, I start my Saturdays with a workout, focus on strength training and cardio. Occasionally, I indulge in a game of squash or badminton and follow it up with a healthy breakfast with my family. 


I cherish the moment I get to spend with my family — whether it's a day out or watching a movie at night at home with my daughters or even a simple indoor game. 


Sundays are dedicated to family and doing household chores. I also try to sneak in some time to reflect. Fitness, family bonding, and relaxation helps me recharge for the week ahead.


What have you been watching on weekends?


I recently watched the pan-Indian actor Dulquer Salmaan-starrer “Lucky Bhaskar”. The other film which I also watched was Bollywood actors Alia Bhatt and Vedang Raina-starrer “Jigra”.


Any work or life hack you swear by? 

One that I religiously follow is the power of prioritisation. Both in my personal and professional life, I try to stay as organised as possible and focus on what truly matters to keep productivity and maintain balance. I set aside the initial hours of the day for some self-reflection before getting into my daily schedule or team meetings and reviews. This helps me make my day more productive.


What are you reading? Any recommendations?

I am reading a book called “Manifest”, which is seven steps to living your best life by author Roxie Nafousi. I've been a follower of “Manifest” as a technique and I've been actively using it in my life. I think it makes me feel more empowered and helps me be more in control of my life.


The last couple of books that I've read are “HeadStart”, which is by authors Vivek Gambhir and Sunder Ramachandran. It's a fantastic read for new professionals setting sail on their journey as the duo defines mantras for unlocking career success.

 
The other book is “Go Further, Faster: Shaping a Life that Matters” by Lulu Raghavan, president APAC, Landor, which touches broadly on personal branding, holistic professional development and the importance of continuous growth. 


What's your advice to avoid personal and professional burnout?


It’s important to maintain a balance between work and personal life. I prioritise time for my family and health, making sure that I stay active. I engage in activities like spending time with my family or work out which recharges me.


Professionally, I believe in setting clear boundaries, managing my time effectively, focusing on high priority tasks, and delegating work. I think delegation is important as the team feels empowered and also helps me in effective time management.


Reflection, meditation, and mindfulness plays a significant role in preventing burnout. I also take short breaks throughout the day. It keeps me productive and motivated.


A piece of professional wisdom you would like to share with GenNext marketers? 


Stay curious and keep listening to consumers. There's so much noise around us and there is so much happening.


It's easy for a marketer to lose focus and kind of get swayed by fads and trends. We're all tempted to do what everybody's doing and do great work there. But I think it's important to keep the focus on the consumer, keep listening to them, keep going back to them and you'll keep doing the right things.


What's the best advice you've got or heard on life?


I've had a long career. One of the pieces of advice I got was from one of my professors, Dr. Gautam Sinha at a business school. It was a saying by St. Francis of Assisi, “God grants me the serenity to accept the things I cannot change, courage to change the things I can, and wisdom to know the difference.”


This is what I've carried for the last 15 years and it has helped me a lot.


Read More: <a href="https://www.storyboard18.com/brand-makers/reinvent-and-rewire-yourself-as-per-the-situation-arpan-biswas-ajio-51198.htm">Reinvent and rewire yourself as per the situation: Arpan Biswas, Ajio</a>

Don't lose focus. Don't chase fads: Kunal Sharma, KRBL

2024 saw the rise of co-branded campaigns, with Zepto pioneering partnerships at a scale previously unseen in the industry. It all began with boAt and reached mainstream success with the Maybelline campaign. Building on this momentum, Zepto then collaborated with brands like Decathlon, Philips, Noise, Manyavar, and now Whisper, further expanding its portfolio.

Looking ahead in 2025, AI-powered hyper-personalization will redefine how brands interact with consumers, creating experiences that feel bespoke and tailored to individual preferences. At the same time, sustainability will move from being a value-add to a core business strategy, with initiatives like eco-friendly packaging, carbon-neutral operations, and EV fleets gaining widespread traction, according to Chandan Mendiratta, Chief Brand Officer & Chief Culture Officer, Zepto.

As consumer behavior is evolving, the lines between online and offline shopping will blur as omnichannel experiences evolve, offering consumers greater convenience and choice. Meanwhile, voice-enabled commerce is set to emerge as a disruptive force, enabling seamless, hands-free shopping. Private labels will further dominate, with brands focusing on niche, consumer-centric innovations to stand out in a crowded market, Mendiratta highlights.

In this context, Chandan Mendiratta, Chief Brand Officer & Chief Culture Officer, Zepto, discusses AI-powered hyper-personalization, sustainability, and the evolution of omnichannel experiences.

Edited excerpts:

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

2024 was a landmark year for Zepto as we launched some of our most engaging campaigns to date, including Father’s Day, Zepto Turns 3, Shagun Ka Lifafa, Make Soan Papdi Great Again, Chingari Box (Diwali) and Nostalgia Box (Children’s Day). These campaigns resonated deeply with consumers, reinforcing our brand identity. Zepto Cafe has emerged as a category leader, rapidly becoming one of our fastest-growing offerings, delivering freshly brewed beverages and quick bites within minutes. We also dominated the category share of voice (SOV), further cementing Zepto’s position as the go-to platform for quick commerce.

What defining trends stood out for you in 2024?

2024 saw the rise of co-branded campaigns, with Zepto pioneering partnerships at a scale previously unseen in the industry. It all began with boAt and reached mainstream success with the Maybelline campaign. We then collaborated with brands like Decathlon, Philips, Noise, Manyavar, and now Whisper, further strengthening our portfolio. Notably, our Diwali campaign with Chingari Box powered by Coca-Cola stood out as a unique and impactful collaboration. These partnerships drove a significant uplift in brand engagement metrics, setting a new benchmark for integrating partner brands into Q-commerce platforms.

Hyper-local, personalized marketing emerged as a cornerstone for connecting with diverse regional audiences, as demonstrated by Zepto’s success in Tier 2 and 3 cities. India’s quick commerce market grew by $3 billion in FY24, with these cities contributing significantly to this growth. As digital adoption surged, consumers increasingly prioritized speed and convenience, showcasing their readiness to embrace Q-commerce for everyday essentials.

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

AI and generative AI have revolutionized the industry this year, driving hyper-personalized consumer experiences, improving engagement, and boosting repeat purchases. Predictive analytics optimized inventory and supply chains, reducing waste and ensuring seamless deliveries. Generative AI transformed campaign creation, enabling faster rollouts and cost efficiencies, while AI-powered chatbots enhanced customer support with quicker resolutions and higher satisfaction. Data-driven insights further refined strategies, delivering improved ROI and operational efficiency, making AI a game-changer for innovation in Q-commerce.


What disruptive trends will take the spotlight in 2025?

In 2025, AI-powered hyper-personalization will redefine how brands interact with consumers, creating experiences that feel bespoke and tailored to individual preferences. Sustainability will move from being a value-add to a core business strategy, with initiatives like eco-friendly packaging, carbon-neutral operations, and EV fleets gaining widespread traction.

The lines between online and offline shopping will blur as omnichannel experiences evolve, offering consumers greater convenience and choice. Voice-enabled commerce is set to emerge as a disruptive force, enabling seamless, hands-free shopping. Private labels will further dominate, with brands focusing on niche, consumer-centric innovations to stand out in a crowded market.

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

Professionally, Zepto’s resolution is to scale responsibly while continuing to lead in innovation and sustainability. We aim to deepen our presence in Tier 2 and 3 markets, empower local communities, and create value for every stakeholder in our ecosystem.

Personally, our focus is on fostering creativity, collaboration, and balance within our teams while carving out time for personal growth. By staying grounded in our purpose and open to new possibilities, we aspire to lead with impact, both professionally and personally, in 2025 and beyond.

Read More:<a href="https://www.storyboard18.com/how-it-works/zepto-crosses-rs-1000-crores-in-annualized-ad-revenue-48987.htm" rel="noopener" target="_blank">Zepto crosses Rs 1,000 crores in annualized ad revenue</a>

2025 - The Year Of...: Voice-enabled commerce, AI-powered hyper-personalization, says Zepto's Chandan Mendiratta

For Arpan Biswas, chief marketing officer (CMO), Ajio.com, finding purpose in whatever he does helps him think beyond work:life balance. 

In a freewheeling conversation with Storyboard18, he said, “Reinvent and rewire yourself every now and then as per the situation — be it a difficult boss, or toxic culture or a challenging situation at work. That will help you cope up better.”


Edited excerpts of the interview:



If you can list five of your favourite quotes on marketing and leadership?


“Brand is just a perception and perception will match reality over time.” — Elon Musk, billionaire entrepreneur


“Social media is more about sociology and psychology, more than technology.” — Tom Fishburne, Founder and CEO, Marketoonist


“We need to stop interrupting what people are interested in and be what people are interested in.” — David Beebe, award-winning branded content storyteller


“A manager accepts the status quo, a leader challenges it.” — Warren Bennis, scholar on leadership 


“Either write something worth reading or do something worth writing about.” — Benjamin Franklin, polymath

 
In your free time, what kind of marketing-related content do you consume?


I love Jim Stengel’s “The CMO Podcast” — that’s my go-to activity while driving. I am very active on Linkedin and follow top marketing leaders from across the globe and their work/posts.


Where do you get your social media fix?


Primarily through our social media team’s WhatsApp group. The team keeps sharing good, bad and ugly work from brands across the world.


What were the last five videos you viewed on any social platform?


I revisit a lot of the work we have done earlier. I was going through internet personality Rahul Subramanian’s crowd work at AJIO HQ.


A Ted Talk on how artificial intelligence (AI) is changing marketing.


I came across several videos and posts on Atul Subhash, a techie who died by suicide because of alleged harassment by his estrange wife and her family members. It’s a pretty sorry state of affairs.


I completed watching the long & fun trailer of Baby John. Actor Varun Dhawan is our newly-appointed brand ambassador.


Shantanu Deshpande’s podcast on and with entrepreneurs.


Who are your favourite creators and what draws you to them?


Among creators, I like Ranveer Allahbadia and TRS (The Ranveer Show). The podcast invites guests from different fields and discusses varied perspectives. I think he’s genuine, has a good story, built himself in public and is credible.


What is your sport/fitness/wellbeing routine?


Honestly, I am more reactive when it comes to fitness rather than being proactive. I need to do better there for sure.


A lover of cricket. Both playing and watching is a weekend ritual.


For well-being, I try zooming out and looking at the long term impact of most issues at hand. Ninety five per cent of current challenges don’t have any major impact in the long term.


How does your routine weekend go? What does your favourite kind of weekend look like?


I play cricket every weekend with a bunch of marketing folks. That’s a good way to start the next week.


Sunday evenings, post the mandatory dine out with my wife, I list down the tasks for next week.


What have you been watching on weekends?


Completely depends on my mood. I enjoy watching serious Iranian films to the fanatical, “India’s Got Talent”. Now, I am rewatching “MadMen”.


Any work or life hack you swear by?


Show others the big picture that enables them to push themselves and perform as per their potential. We all need to be gentle and at times, not so gentle, nudge from time to time to perform better.


What are you reading? Any recommendations?


I’m reading “A Double Life” based on the life of advertising guru Alyque Padamsee.


Recommendation would be “The Meadow” on the Kashmir kidnapping saga.


What's your advice to avoid personal and professional burnout?


Look for purpose in whatever you do – that propels you to think beyond work life balance.


Reinvent and rewire yourself every now and then as per the situation – be it a difficult boss, or toxic culture or a challenging situation at work. That will help you cope up better.


A piece of professional wisdom you would like to share with GenNext marketers?


Looking at the recent delusional marketing campaigns pushed for shock value and the heck of virality, I suggest GenZs should prioritise the quality of awareness more than awareness itself.


What’s the best advice you’ve got or heard on life?


Your triggers are your responsibilities, it’s not others’ obligation to tiptoe around you.


Read More: <a href="https://www.storyboard18.com/brand-makers/spend-as-much-time-sharpening-your-axe-as-chopping-chandramohan-mehra-bajaj-allianz-life-48980.htm">Spend as much time sharpening your axe as chopping: Chandramohan Mehra, Bajaj Allianz Life</a>

Reinvent and rewire yourself as per the situation: Arpan Biswas, Ajio

With the insurance market expanding into Tier 3 and beyond, the task for Axis Max Life Insurance (formerly known as Max Life Insurance) wasn’t just about maintaining market share—it was about reshaping the company’s identity in regions where insurance remains a distant concept.

In an interview with Storyboard18, Prashant Tripathy, Managing Director and Chief Executive Officer, Axis Max Life Insurance, reflects on the challenges of merging Axis Bank’s name into the brand, the lessons learned from the pandemic, and the evolving role of technology and trust in an increasingly digital landscape.

Tripathy sheds light on the company’s expansion into rural India, rebranding with Axis Bank, and why ESG compliance, digital innovation, and culture are not merely industry buzzwords but essential for survival in a shifting financial ecosystem..

Edited excerpts:

What is the vision behind the rebranding and new campaign, and how do you see it connecting with today’s consumers, particularly the younger demographic? 

The vision for Max Life Insurance, which has been consistent ever since we were born, is to build the most admired life insurance company. Axis Bank became our promoter way back in 2021 by acquiring stakes—first 13%, and now at 19.02%. With that, they became our promoters and sponsors.

Hence, with that change, one of the options available to the management of Max Life Insurance was the choice to include their name in our brand. We collectively considered and went through a long exercise of conducting research to find out in what shape or form we could include it, whether to include it or not, and also how to structure it in the logo, etc.

What you see now is work that was very scientifically undertaken through extensive research and focus group discussions. The rationale, at least for me, was simple: we have to do the best for Axis Life Insurance, which could drive the aspiration of being closer to the customer while also driving growth.

If you really look at it, over the next two to three decades, insurance is going to expand into geographies where we are not yet present—Tier 2, Tier 3, Tier 4 cities. Currently, our office presence is in only the top 250 cities. So, the insurance market will grow very quickly into cities where we are not yet present.

The research pointed out that it was acceptable to use both names and try to create a “double bharosa.”

Axis Bank is present in 2,500 cities with 5,600 branches. It is definitely a much more prominent financial services brand. I was fortunate for the graciousness of both shareholders, who allowed us to use a composite brand and the logo of Axis Bank.

So, I think it is going to serve us in terms of growth, consideration, closeness to the customer, and our ability to pursue the vision of being the most admired life insurance company.

How do you plan to achieve your target growth next year? What is your premium growth target, and what are the plans to achieve it, especially in untapped markets?

Last year, we grew 16%, which was three times the growth rate of the industry and double the growth rate of the private industry. This year, our growth rate so far, until November, is 28%, compared to 21% for the private industry and an overall industry growth rate of about 14%. We are growing at double the rate. Axis Max Life Insurance is very consistently and rapidly gaining market share.

If you look at the percentage of policies coming from Tier 3 and beyond cities, that’s close to 43% this year. Last year, that number was 40%. We are expanding geographically as well as growing rapidly, and that’s going to help us next year.

The business planning process is still ongoing, but suffice it to say that we will continue to grow significantly faster than the industry. Within that, we will focus on four key areas:

Expanding proprietary channels more quickly is another objective. For example, until November, proprietary channels were growing at 44%. We will continue to expand agency and digital channels. Currently, 35% of our customers are coming through digital.

Strengthening the Protection and Retirement verticals is also another priority. In Protection, we will solidify our position. In Retirement, where we are at position #3, we will consolidate further.

Where do your ad spend and media spend currently stand, and are there plans to grow it?

There’s performance marketing, and then there’s brand marketing. Performance marketing budgets are proportionate to sales and are primarily aimed at creating traffic. As the business expands, performance marketing budgets also grow because they’re a driver of distribution costs.

On marketing monies, we are expanding. You’ll see us becoming more prominent over the next six months because we are undergoing this rebranding exercise. If you open a newspaper, you’ll see us on the front page with our brand ambassador.

Coming to Gen Z, over the next few weeks, you’ll also find us doing something specific in the Gen Z space on the internet. While I can’t share exact numbers, you’ll see more visibility and a more intense exercise in the coming months.

Forward-looking statements are tricky, but over the next few quarters, we anticipate growing more than double digits in ad and media spends.

How does the company envision tech reshaping insurance distribution in India in the future? Are there specific technologies or processes you’re prioritizing?

Tech is going to play a major role in the two key areas for life insurance companies: distribution and customer servicing.

In distribution, for instance, our digital sales have grown at a 60% CAGR over the past five years. Back in 2016, digital sales were Rs 20 crore. This year, we’ll finish at Rs 1200 crore. This growth is driven by performance marketing, search optimizations, analytics, and digital underwriting.

On the servicing side, we’re cutting underwriting timelines by 50%, reducing fraud risk, and leveraging public digital infrastructure. Around 95% of our digital infrastructure is now on the cloud.

Two big bets excite me:

A super app for our sellers, consolidating performance management, dashboards, training, lead information, and more into one place.

A customer app focused on servicing and engagement in health and retirement ecosystems.

What share of Axis Max Life’s customer base comes from rural or semi-urban areas? What partnerships are you pursuing to drive penetration in these regions?

Tier 3 and beyond cities account for 43% of our policies. We’re expanding systematically by entering new cities and leveraging digital channels. For partnerships, we have partnered with Tamil Nadu Mercantile Bank, South Indian Bank, Ujjivan Small Finance Bank, Capital Small Finance Bank, and India Post Payments Bank, among others. These relationships are helping us tap into semi-urban and rural markets effectively.

ESG and sustainability are big topics today. What percentage of the company’s investment portfolio is allocated to sustainable assets?

100% of shareholder funds and 75% of policyholder funds are in ESG-compliant assets. Beyond investments, we’re working toward carbon neutrality by 2028, driving diversity with 28% women in our workforce, and targeting inclusive leadership across the organization.

During your time as CEO, what has been the most surprising challenge, and how has it shaped your leadership approach?

I took over in January 2019, and 15 months later, COVID hit. It was humbling and challenging, but I’m proud we honored all customer commitments, paid claims, and maintained strong financial outcomes.

If I had to sum it up, the key to success lies in people—upholding culture, building leadership, and giving space to teams.

Read More:<a href="https://www.storyboard18.com/brand-makers/hyper-localization-is-key-to-building-deeper-resonance-with-a-diverse-community-canvas-silvia-oviedo-49896.htm" rel="noopener" target="_blank">Hyper-localization is key to building deeper resonance with a diverse community: Canva's Silvia Oviedo</a>

Axis Max Life's Prashant Tripathy on expansion into rural India and rebranding with Axis Bank

The insurance industry is undergoing a seismic shift with trends like immersive experiences, powered by augmented reality (AR) and virtual reality (VR) and micro-moment marketing redefining the landscape. 

In this dynamic environment, Axis Max Life Insurance Ltd., previously known as Max Life Insurance Company Ltd., has officially incorporated ‘Axis’ into its name after receiving all necessary corporate and regulatory approvals. With this change, the company has been rebranded as Axis Max Life Insurance—an important step forward in its ongoing brand evolution.

Alongside the revised corporate identity, the company has introduced a new logo reflecting both the Axis 'A' and its signature burgundy hue, integrated with the long-standing Max Life blue.

To further capitalize on the above industry trends, Rahul Talwar, Executive Vice President and Chief Marketing Officer, Axis Max Life Insurance (erstwhile Max Life Insurance) talks about how social commerce, Gen AI and virtual influencers are reshaping the insurance industry.

Edited excerpts:

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

At Axis Max Life Insurance, our integrated marketing strategy is crafted to prioritize customers above all. We understand that trust (Bharosa) is of paramount value to them, so we make efforts to demonstrate it in the most tangible ways possible through our brand positioning. 

We focus on these key areas:

Bharosa Of Claims Settlement 

We recognize that before consumers buy our policies, they must buy into our promise of ensuring financial security. This commitment is reflected in our claims paid ratio or ‘India Ke Bharose ka Number’, which reached 99.65% in FY24, surpassing the 99% benchmark for the fifth consecutive year. 

Bharosa Of Securing The Financial Future 

In addition, our product marketing strategy always lands at the 'Bharosa' narrative, emphasizing guaranteed returns, lifelong income, and comprehensive health and wellness solutions. To embody this promise, we've partnered with real-life couple - cricketer Rohit Sharma and his partner Ritika Sajdeh, who resonate with Indian families and embody the values of trust and reliability. 

By showcasing their journey, we aim to inspire our audience to plan for a secure financial future. Our product offerings, such as guaranteed return plans and lifelong income solutions, are designed to provide financial security and peace of mind. 

Bharosa For Every Generation

To effectively address the diverse needs of our customers, we've integrated a generational marketing approach in which we tailor our initiatives and campaigns, tailored to each generation. For instance, for Gen Z, we focus on digital channels, using social media and fin-fluencer partnerships.

An example of this is Max Life’s collaboration with India's first youth-driven content platform Yuvaa for ‘Gen Z Gets Real with Money’ in which young influencers from diverse backgrounds talked about their financial journeys. 

Similarly, through initiatives like ‘She is the Difference’ and collaborations with shows like ‘What Women Want’ we depict influential women icons like Kareena Kapoor, Alia Bhatt, and Neena Gupta talking about their financial decisions and show how women can truly make a difference by taking charge of their financial future. 

Furthermore, leveraging the insights from our proprietary survey platforms, India Protection Quotient (IPQ) and India Retirement Index Survey (IRIS), we're unlocking the secrets to India's financial future. By analysing vast amounts of data, we're able to identify emerging trends and gaps in protection and retirement planning. This data-driven approach enables Max Life to deliver innovative products and services that truly resonate with our customers.

What defining trends stood out for you in 2024?

2024 was a year marked by seismic shifts in the digital landscape, reshaping the way brands connect with consumers. Several key trends emerged, recalibrating the boundaries of marketing, media and consumer behaviour.

Purpose-driven marketing is gaining prominence, with brands aligning their messaging and actions with meaningful social and environmental causes. Consumers are increasingly drawn to brands that demonstrate a genuine commitment to making a positive impact on society and the planet.

A very good example of this is Max Life’s foray into the Women’s Premier League as Mumbai Indians' life insurance partner signifies a pivotal stride in promoting inclusivity within the realms of both sports and insurance. 

In today's fast-paced digital age, consumers are constantly seeking instant gratification. Micro-moment marketing, a strategic approach that leverages these fleeting moments of intent, has emerged as a top trend in 2024. By understanding and anticipating these micro-moments, brands can deliver timely, relevant content that resonates with their target audience.

Immersive experiences, powered by augmented reality (AR) and virtual reality (VR), are revolutionizing the way brands connect with consumers. By transporting audiences to extraordinary virtual realms, these technologies create unforgettable brand interactions that drive organic word-of-mouth marketing. As these technologies continue to mature, they will become essential tools for brands seeking to stand out in an increasingly competitive market.

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

The insurance industry is undergoing a radical transformation, driven by the power of artificial intelligence (AI). From underwriting to claims processing and customer service, AI is reshaping every aspect of the insurance landscape.

Consequently, AI-powered underwriting is an innovation that is revolutionizing the way insurers assess risk and underwrite policies. By leveraging advanced algorithms and machine learning, insurers can now analyse vast amounts of data to make faster, more accurate, and data-driven decisions.

Our partnership with Swiss Re and the integration of Digital Health Underwriting (DHU) solution automates underwriting processes, resulting in quicker turnaround times and improved customer satisfaction.

Furthermore, AI and machine learning are the driving forces behind predictive analytics in the insurance industry. These technologies enable insurers to process and analyse large volumes of complex data, identifying patterns and trends that would be difficult, if not impossible, for humans to detect. 

Today, chatbots and virtual assistants can provide instant support, answer queries, and guide customers through complex processes like claims filing and policy applications. A great example of such an AI-powered UI is Max Life’s Gen Ai chatbot 'Mili' which offers multilingual support, self - service capabilities, and seamless agent transition. Similarly, another Life Insurance company's chatbot enables customers to buy policies or address queries 24/7, offering seamless, real-time support.

Moreover, Gen AI's ability to analyse and react to real-time data brings a dynamic aspect to content creation. It can adjust elements such as messaging, visuals, and calls-to-action based on real-time engagement metrics, ensuring that the content remains relevant and effective throughout its lifecycle. This real-time optimization capability ensures that marketers can continuously improve their content strategies and achieve better results. 

What disruptive trends will take the spotlight in 2025? 

While micro and nano influencers have become a staple in marketing strategies, the emergence of virtual influencers is poised to redefine the industry.

These digital personalities, created through CGI, offer a unique opportunity to connect with audiences on a personal level, unconstrained by the limitations of traditional influencers. By aligning seamlessly with brand values and remaining available 24/7, virtual influencers present a cost-effective and impactful solution for marketers.

Furthermore, the integration of generative AI into search engines is fundamentally reshaping the digital landscape. Gone are the days of relying solely on traditional SEO. Now, we must ensure that our brand's voice is accurately represented in AI-generated responses because that will deeply impact consumer choices.

Apart from Gen AI, sustainability is playing a key role. Consumers, especially generations like millennials and Gen Zs, are increasingly prioritizing sustainability and ethical practices. By integrating sustainability into our marketing strategies, we can not only attract environmentally conscious customers but also build a strong brand reputation. 

I view voice search as a game-changer. With the rapid adoption of voice-activated devices, consumers are increasingly turning to voice commands to search for information and make purchases. This shift in user behavior presents a significant opportunity for brands to connect with their audience in a more natural and intuitive way to enhance customer experience, increase brand visibility and gain competitive edge. 

Finally, social commerce which is poised to revolutionize the insurance industry. By seamlessly integrating social media platforms with e-commerce, insurers can directly connect with consumers, simplifying the purchasing process. This trend will enable real-time engagement, personalized recommendations, and instant customer support. 

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

Professionally, I'm looking forward to delving deeper into AI technologies and exploring emerging marketing trends in the coming year. I aim to not just understand but to master the nuances of AI, from generative AI to predictive analytics. By staying ahead of the curve, I want to empower our team to create innovative and impactful campaigns. I firmly believe that by staying curious and embracing this technological shift, we can position brand Max Life as a leader in the digital age.

On the personal front, I pledge to embark on a journey of holistic wellness. True wealth is good health, so this year I’ll prioritize combining nutritious eating with regular physical activity. Beyond physical health though, my intention is to nurture my mental and emotional health by cultivating mindfulness and practicing gratitude. In our hyper-connected age, it’s easy to get lost in the digital labyrinth, so I want to create pockets of solitude for myself during which I can reconnect with my inner self and my loved ones. 

I truly believe in the power of rest – whether it’s a digital pause, spiritual retreat, sensory escape, or a social sabbatical. Only through these moments of rejuvenation can we truly bring our best selves to work and life.

Axis Max Life's Rahul Talwar on how AI, virtual influencers and social commerce are reshaping insurance

As a seasoned advertising professional, Mohit Mishra's career has spanned over 20 years, with stints at some of the biggest names in the industry, including WPP, Publicis, Lintas, and Cheil. But his transition to the real estate sector was driven by a desire to tackle new challenges and build experiences from the ground up. Speaking exclusively with Storyboard18, Mishra reflects on how his advertising experience shaped his approach to marketing in the commercial real estate sector, particularly at DLF.

Edited Excerpts

What inspired you to transition into the real estate sector, and how has your perspective on marketing evolved in this industry?

I was an advertising professional for about 20 years of my career, having worked with agencies like WPP, Publicis, Lintas, and Cheil to name a few. Rather than working on established players and brands, I was always kicked about building newer categories and turning challenger brands into leading brands. 

Laying a foundation of the marketing ecosystem from scratch and working with partners to create brand identities and content platforms have always excited me more than becoming another cog in the wheel in the marketing journey of an established brand.

B2B marketing for the commercial real estate office segment was exactly the kind of challenge I wanted to pick up when I decided to don the marketing hat, leveraging the Integrated Communication Management experience of my advertising days. 

Pre-pandemic, it was an organized but unbranded category with little or no strategic contribution of Marketing to the Business Impact but the microenvironment has changed drastically in the last 4. Today it's not just the product that matters but also the brand, its differentiators, and its affinity to the core decision-makers beyond transactions.

What unique marketing strategies have you employed to differentiate DLF’s office business in a competitive market?

The differentiators for DLF Office business come from the core of the company’s ethos of delivering world-class sustainable, safe, social, and scalable space solutions to our esteemed tenant workforce comprising Fortune 500 and 1000 companies. 

We believe in making and operating workplaces that respect ecology, optimize the usage of energy and water resources, and reduce waste. Our workplaces enable wellness and good health apart from being operationally safe and secure. The social infrastructure that we provide has a good blend of retail amenities with ease of connectivity and transport.

With hybrid work models becoming the norm post-pandemic, how is DLF adapting its office spaces to cater to the changing needs of businesses and employees?

The people who come to work in offices spend approx. 10 hours of their active life on the premises. Our endeavour is to make them as ‘social spaces’ rather than just workstations with amenities and infrastructure to connect and collaborate. Thus we give a special emphasis to more open areas, places to converge and work collectively.

What parallels do you see between promoting consumer electronics and marketing office spaces? Are there any lessons you've carried over?

Both the categories are valued and non-impulsive buys. Please do extensive research, evaluate the brand fit, and then decide on what compliments their vision. The customer journey post-purchase/lease also lasts normally a decade and thus the experiences in the post-purchase journey define their affinity with the brand and the likelihood of a repeat buy.

How is DLF incorporating green initiatives in its office business, and how do you communicate this to your audience?

We walk the talk on our Green Initiatives. DLF Offices is the world leader in Sustainable workplaces, with the entire portfolio being certified LEED Platinum by the US Green Building Council. Our endeavours to build sustainable communities in Gurugram and Chennai have bagged us LEED Platinum for Cities and Communities. 

Our initiatives to reduce waste led to LEED Zero Waste certifications for Hyderabad, Chennai, and Gurugram and the water conservation practices have resulted in a LEED Zero Water certification for 45 of our projects. 

The above becomes the backbone of my sustainability and green initiatives communication to my audience through social media, direct tenant connect and displays in the building lobbies. 

As someone who has led teams across various organizations, what is your approach to fostering creativity and innovation within your marketing team at DLF?

I like mentoring people more than managing them. My team is a bunch of young energetic lot who are candid with their expressions and vocal with their point of view. I encourage them to change the status quo and contribute with initiatives and ideas that may be norms in traditional real estate communication but are appreciated by my target audience.

I also encourage them to learn new MarTech tools as their learning curve is much steeper owing to their young age. Once trained, they need to leverage their learnings on live cases.

Is there a particular quote or philosophy that you like and motivates you?

I live by the philosophy of ‘Planet before Profit’. I had inherited a much cleaner and liveable environment from my ancestors and want to leave the planet in a better condition than what it is now.

Outside of work, what are your favourite hobbies or activities? Are there any books, movies, or experiences that
have significantly shaped your perspective?

I am an ardent fan of Indian Yoga and Ayurveda. I am trying to imbibe the learnings of Yoga, both in my fitness practice as well as my thought process.

Read more: <a href="https://www.storyboard18.com/brand-makers/cmo-weekender-federal-bank-cmo-mvs-murthy-on-life-and-work-success-and-failure-38378.htm">CMO Weekender: Federal Bank CMO MVS Murthy on life and work, success and failure</a>

CMO Weekender: "Planet before Profit" - Mohit Mishra's philosophy that motivates him

For Mitali Maheshwari, Head of Product and Marketing, TATA Starbucks, the definition of a good leader stems from understanding people, respecting their individuality, giving them opportunities to learn, keeping room for innovation and lateral thinking, fostering collaboration, bringing the team closer to looking at the larger picture, and leading by example. 


In a conversation with Storyboard18, Maheshwari said, “They (good leaders) inspire creativity and encourage ownership. At Starbucks, we aim to reflect the company’s core values and build on our Third Place Experience within the team as well as to our customers. As a leader, leading with empathy and resilience helps me drive to achieve my best and motivates others to do the same. 


Edited Excerpts

 
If you can list five of your favourite quotes on marketing and leadership?

 

1. The people who are crazy enough to think they can change the world are the ones who do: Steve Jobs, CEO of Apple.

 

2. You have to be authentic; you have to be true, and you have to believe in your heart that this is going to work: Howard Schultz, Former CEO, Starbucks.

 

3. I believe in giving more than 100 percent on the field, and I don't really worry about the result if there's great commitment on the field. That's victory for me: Mahendra Singh Dhoni.

 

4. A brand is no longer what we tell the customer it is – It is what the consumers tell each other it is: Scott Cook.

 

5. The distance between number one and number two is always a constant. If you want to improve the organization, you have to improve yourself and the organization gets pulled up with you. That is a big lesson: Indra Nooyi, Chairperson and CEO, PepsiCo.

 

In your free time, what kind of marketing-related content do you consume

 

In my free time, I enjoy exploring marketing-related content on platforms like Marketing Minds, Social Media Dissect and more. Exploring such content not only keeps me updated with the latest in the field but also inspires fresh perspectives and fuels my passion for sharpening my expertise in marketing. It’s a balance of staying informed and staying curious.

 
What were the last five videos you viewed on any social platform


I’ve always been drawn to videos that strike an emotional chord or inspire through storytelling. The last few videos I watched included Rafael Nadal’s emotional farewell to his incredible tennis journey, and the rise of Diljit Dosanjh, celebrating his global success as one of the biggest Punjabi artists in our country. 

 

I’ve also been diving into content on coffee roasting and brewing innovations, both from brands and user- generated sources. Additionally, Instagram feeds me with content that aligns with my love for food, especially showcasing unique dining experiences from experiential restaurants and bakeries.

 

Who are your favourite creators and what draws you to them

 

I’m captivated by creators who master storytelling, creativity, and authenticity across diverse interests.

 

Dancers like Shakti Mohan and Terence Lewis inspire me with their raw passion and artistry.

 

Similarly, creators championing women in leadership by sharing stories of breaking barriers resonate deeply with me. Influencers like Ananya Birla, Shreya Krishnan, and Vani Kola embody this spirit. For those lighter, relatable moments, I find joy in the work of comedy creators like Kusha Kapila and Dolly Singh, for their witty, refreshing take on life.

 

Influencers like Shivesh Bhatia and Kamiya Jani captivate me with their travel stories, as they are always accompanied by their signature cup of coffee.

 

What is your sport/fitness/wellbeing routine

 

My fitness routine is a mix of strength and cardio to keep it balanced and enjoyable. I exercise four to five times a week and focus on strength training during weekdays to build resilience and endurance. On weekends, I switch it up with spinning or a dance routine to keep it fun and dynamic. It’s a routine that keeps me energised and motivated while making wellness a priority.

 

How does your routine weekend go? What does your favourite kind of weekend look like?

 

On routine weekends, I spend time with family, catch up with friends, visit cafes, and dive into activities like music, reading, and dance/spinning workshops. On the other hand, my ideal weekend is a quick escape from Mumbai - enjoying good coffee, wine, and clear skies in a peaceful spot.

 

What have you been watching on weekends

 

I love catching up on some of the most iconic films and TV shows like The Godfather, Friends, and The Office. These classics never fail to entertain and inspire me. At the same time, I like to stay updated with new and upcoming movies as well.

 

What are you reading? Any recommendations

 

I recently finished Ikigai, which explores the Japanese concept of finding purpose in life, and it is an insightful read. Another book I enjoyed reading was Emotional Intelligence for Leaders, which offers valuable lessons on leadership and self-awareness.

 

Any work or life hack you swear by + What's your advice to avoid personal and professional burnout


To avoid burnout, I focus on maintaining a balance that includes personal growth and professional development. Taking guilt-free breaks, whether it’s visiting cafes and restaurants, travelling, meeting people or pursuing hobbies helps recharge my energy and sparks new insights. These moments of downtime feed back into my creativity and productivity.

 
A piece of professional wisdom you would like to share with next-Gen marketers

 
My advice to next-gen marketers is threefold:

 
1. First, don’t be afraid to take risks. While safer strategies may guarantee certain results, stepping out of your comfort zone and trying something different is what will truly set you apart as a marketer.

 
2. Second, focus on attention to detail. In our fast-paced world, it’s easy to rush to solutions, but thorough research and a deep understanding of the problem are critical to creating impactful strategies.

 
3. Lastly, always keep in sight what builds great brands. While data and performance metrics are crucial factors, remember that brand loyalty comes from emotional connections and the art of brand building. Trust your gut—it’s often as valuable as the numbers.


What’s the best advice you’ve got or heard on life

 
The best advice I’ve heard is to step out of your comfort zone and explore the unknown, even when it feels uncomfortable. A quote by Friedrich Nietzsche that says, “Those who can’t hear the music think the dancer is mad,” reminds me that we all have our own rhythm. Don’t be afraid to dance to the music and leave the safe space behind. Doing so opens up new opportunities and helps you unlock your true potential. It’s about taking that leap, and trusting yourself on a consistent basis will eventually lead to growth.

 
According to you, what makes a good leader?

 
A good leader understands people and respects their individuality, gives opportunities to learn keeping room for innovation and lateral thinking, fosters collaboration bringing the team closer to looking at the larger picture, and leads by example. They inspire creativity and encourage ownership. At Starbucks, we aim to reflect the company’s core values and build on our Third Place Experience within the team as well as to our customers. As a leader, leading with empathy and resilience helps me drive to achieve my best and motivates others to do the same.


Read More: <a href="https://www.storyboard18.com/brand-makers/state-expectations-be-clear-about-outcomes-roshni-das-of-intel-46895.htm">State expectations, be clear about outcomes: Roshni Das of Intel</a>

A good leader gives room for innovation and lateral thinking: Mitali Maheshwari, TATA Starbucks

In 2025, Canva is expecting the new and the old to come together. Silvia Oviedo, Head of Content & Discovery at Canva, says, "Analog Meets AI embodies this blend, where timeless techniques like collage and human craftsmanship meet the boundless potential of Artificial Intelligence. This intersection of past and present opens up exciting design possibilities, tapping into a sweet spot where creativity and technology enhance each other."

Consequently, two key trends stood out for Oviedo this year: one is the blending of AI with human creativity, and the other is the evolution of video. Generative AI has been a revelation, enabling organizations to automate repetitive tasks and free up time for their teams to focus less on admin and more on creativity and driving impact. With video, we see the social space continuing to move in this direction, with the format evolving and becoming more fluid.

Furthermore, in India, in particular, "hyper-localization has been key to build deeper resonance with our diverse, vibrant community," Oviedo says in a conversation with Storyboard18 while explaining the key highlights for the Canva team this year and the defining trends that stood out for her.

Edited excerpts:

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

2024 has been a game changing year for Canva. We now have over 220 million users every month; 30 billion designs created in Canva, with 38.5 million designs made daily. We unveiled some of our most innovative products; acquired new companies, and the Canva team has grown to over 4,500 employees globally.

Our first decade was all about empowering every individual to design. Now, we’re doubling down on empowering organizations and teams of all sizes to design and collaborate together too. Our flagship event, Canva Create, unveiled this new era, introducing a custom solution for global enterprises, Canva Enterprise. As visual communication becomes essential in the workplace, today, more than 95% of the Fortune 500 are using Canva to create, collaborate, and communicate.

Education continued to be a mainstay this year as well for us; we’re excited to now empower over 85 million students and teachers as they unleash their creativity and work toward their goals. Equipping students with essential visual communication skills is key in today’s visually-driven world, and it’s an honor to support millions of students worldwide on this journey through Canva for Education.

For me personally, something I’m really proud of this year is our focus on hyper-localisation and creating a ‘truly local’ product that caters to our community’s diverse and unique creative needs, irrespective of which part of the world they’re from. We’ve made big strides with a range of locally relevant content, templates and elements now being available on Canva; the addition of Artlist, pocstock, popular music templates from Warner and Sony,
and Getty images, have kept our content library fresh, inclusive, and relevant.

Just as we've scaled our operations in markets like Spain, Brazil, and the UK, we're excited to replicate this success in India. We launched our first-ever local brand campaign in India – "Dil Se, Design Tak." As our fifth largest market, the country’s thriving digital landscape and growing love for Canva presents a significant opportunity for us to go deeper in building adoption. Our campaign helped us reach a massive audience of over
100 million active internet users in urban India including professionals, small and large enterprises, students, teachers, and content creators.

What defining trends stood out for you in 2024?

I think this year, creativity was cemented as the ultimate mainstay in today's competitive landscape. Imaginative thinking and visual communication are no longer just buzzwords – they're the driving forces behind audience growth and customer satisfaction.

Two key trends stood out for me this year: one is the blending of AI with human creativity, and the other is the evolution of video. Generative AI has been a revelation, enabling organizations to automate repetitive tasks and free up time for their teams to focus less on admin and more on creativity and driving impact. With video, we see the social space continuing to move in this direction, with the format evolving and becoming more fluid.

In India, in particular, hyper-localization has been key to build deeper resonance with our diverse, vibrant community. We've introduced multiple Indian languages in our Magic Studio tools, ensuring a seamless and immersive experience. We also host an array of bespoke local templates and elements that celebrate India's rich cultural heritage. To further enhance the experience, we've optimized our platform for our Indian community with localized onboarding, payment methods, and flexible plans.

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

Canva has been exploring and investing in AI for over seven years, starting with the use of Machine Learning for personalized recommendations back in 2017. We’ve since introduced over a dozen native AI tools as part of Magic Studio, our all-in-one AI offering, which is designed to remove friction and add inspiration into the design
process.

I think this year, with our AI tools now having been used over 10 billion times, we truly got to witness how AI is transforming visual design, enabling faster creation, allowing for hyper-personalization and greater accessibility. It’s also helped in scaling productivity by automating repetitive tasks, giving designers and creatives the room to visually explore and innovate. What we’re also noticing is that, while our users are seeking the refinement and endless possibilities that come with AI, they also want the quirks, imperfections, and nostalgia that are associated with being human. This harmonious blend of creativity and technology opens up exciting design possibilities, as we get into 2025.

As AI generated content becomes more widely used by brands and creators, it’s creating a new paradigm for designers and creatives. We’re also focused on ensuring creators have an opportunity to benefit from the AI era, and empowering creatives to use AI to scale their work.

What disruptive trends will take the spotlight in 2025?

In our visual-first world we are expecting teams, individuals, students, teachers and enterprises to go deeper in their journey to blend creativity into their daily work in 2025. 

2025 is the year nostalgic, handcrafted design meets the precision of new technology. Here are some of the key design trends to watch out for:

Analog Meets AI: In 2025, we’re expecting the new and the old to come together. Analog Meets AI embodies this blend, where timeless techniques like collage and human craftsmanship meet the boundless potential of Artificial Intelligence. This intersection of past and present opens up exciting design possibilities, tapping into a sweet spot where creativity and technology enhance each other.

Shape Theory: Bringing a fresh twist to design by balancing nostalgia with innovation, creating visuals that feel both familiar and forward-thinking. This modular style uses bold shapes to create structure, complemented by back-lit photography and warm colors for a personal touch. It’s the perfect blend of
functional and friendly. This trend offers something for everyone – from professional designers crafting standout brand visuals to enterprise teams looking for designs that resonate with a wide audience.

Opulence Era: This trend balances minimalist aesthetics with rich and luxurious details, evoking understated glamour. It’s ideal for professional branding, creative portfolios, and websites.

Serious Fun: A playful yet strategic approach that blends humor with professionalism, making work feel more enjoyable. This trend reminds us that even the most serious projects benefit from a touch of modern relevance and creativity, making designs not only effective, but an enjoyable experience.

Future in Motion: Animation and 3D design are more accessible than ever, and Future in Motion transforms static visuals into dynamic experiences. This trend is all about bringing designs to life through storytelling: think subtle motion gradients and dynamic motion typography to create rhythm and flow.

Refined Grit: A stripped-back aesthetic that embraces boldness and individuality. This trend is all about challenging conventional norms and expressing distinct visual voices. Refined Grit empowers you to create designs that aren’t just unique but packed with cool, unapologetic character.

Mechanical Botanical: Blending nature with tech, Mechanical Botanical captures a harmony where the organic meets the engineered – a natural fit for a generation that sees technology as second nature. This trend combines sleek digital elements with natural textures and earthy colors, creating a look that’s both futuristic and grounded.

What is your New Year’s resolution?

In 2025, we’re committed to doubling-down on everything that we’ve set in motion over the last year - whether that be expanding our tools for large enterprises, scaling our communities in newer markets, listening intently to our users or innovating to empower individuals and teams to achieve their creative goals. We’re also really excited to continue our focus on the Indian market, working closely with the local creative community and tapping into local trends. 

Read More:<a href="https://www.storyboard18.com/brand-makers/canva-is-used-by-60-million-students-and-teachers-globally-ruoshan-tao-25473.htm" rel="noopener" target="_blank">Canva is used by 60 million students and teachers globally: Ruoshan Tao</a>

CXO INTERVIEW