Leading with purpose creates wins for consumers, community and country: Hina Nagarajan of Diageo India

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Unheard tales of Maggi’s redemption: How poetry and nostalgia revived an iconic brand

Content creator Raj Shamani’s journey: Prioritizing substance over virality

MIB’s Ashwini Vaishnaw at Storyboard18 DNPA Conclave: Govt working for fair compensation for media houses

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

PVR INOX Ltd is betting big on the evolving cinema experience. From luxury recliners and gourmet menus to regional blockbusters and Gen Z-focused marketing, the multiplex giant is reinventing itself for the future. In a conversation with Storyboard18, Gautam Dutta, CEO of PVR INOX Ltd, discusses the shifts in audience behavior, the impact of the PVR-INOX merger, and why he believes the golden era of moviegoing is just getting started.

In the post-pandemic world, cinema has gone through a major transformation, with shifts in audience preferences and footfalls, observed Gautam Dutta, Chief Executive Officer at PVR INOX Ltd. “Post pandemic, we started off slow, and people needed to be reminded of coming back to the cinemas," he said, reflecting on how the initial phases unfolded. "We were lucky to have some big films releasing — Singham came in and a few others — and people started returning. 2023 and 2024 turned out to be fantastic years." With blockbusters like Interstellar, Mission Impossible, and Pushpa drawing massive crowds, the big films got even bigger, breaking Rs 500 crore benchmarks that were previously unheard of. "The event film went on to do big business," Dutta noted, adding that South Indian cinema also carved its niche post-pandemic, even as Bollywood initially struggled before finding its rhythm.

Speaking about audience behavior, Dutta confirmed that footfalls have evolved post-pandemic. "Of course, we started slow," he said. "But 2023-24 was a fantastic period where we got 70 million people coming in. Last year was a bit slower, but 2025-26 is poised to be one of the biggest years ever for cinema," he added, pointing to a strong content pipeline across Bollywood, Hollywood, and regional films.

On the PVR-INOX merger, Dutta explained it was a strategic move to unify strengths. "We were the number one player, INOX was number two. We admired a lot about each other," he said. "Coming together meant consistency in product, pricing, and promotions across both brands. Now, instead of competing, we’re working together to reach new markets where neither of us were present before.” He emphasized that the merger ultimately benefits the consumer, offering uniform experiences in terms of food and beverage, ticket pricing, and the overall cinema offering.

Experiential movie-going has been a growing focus at PVR INOX, with a sharp tilt towards premium formats. “If I’m going out for a movie experience, I might as well have the best — that’s what consumers are saying now,” Dutta explained. About 20-21% of their screens now qualify as premium, driving higher average ticket prices and stronger food sales. Interestingly, the preference for luxury experiences isn’t just a metro phenomenon anymore; it’s rising sharply in tier two and three cities too.

Technology continues to play a massive role in elevating in-theatre experiences. “Innovation is happening everywhere — projection, sound, seating, lounges, food,” Dutta shared. From better motorized recliners to advanced Dolby Atmos sound and top-end laser projections like IMAX, the cinema chain is focusing on every detail — right down to carpet cushioning and bag holders. "It's not just one thing. It's the subtotal of many moving parts — seating, design, projection, food — constantly moving to create a better experience today and an even better one tomorrow," he said.

With Gen Z emerging as a vital audience, PVR INOX has adapted its marketing strategies accordingly. "There are three parts to marketing — what to say, how to say, and where to say," Dutta said. While platforms like Instagram and digital ads now dominate, the core message remains consistent: the cinema experience is irreplaceable. Campaigns featuring figures like Orry and Pankaj Tripathi have helped PVR INOX reach different demographics, driving home the idea of "fresh" theatrical experiences versus "stale" OTT releases.

Regional cinema has dramatically changed India's content landscape, and PVR INOX has embraced this shift enthusiastically. "Post-COVID, we saw huge traction for films like Pushpa and Kantara," Dutta pointed out. "South Indian stars have now become household names across North and Central India." PVR’s programming strategy remains simple: measure demand and supply. If audiences want more regional content, the screens follow. Punjabi cinema, too, has widened its footprint nationally, and Dutta sees this multilingual expansion as one of India’s biggest strengths globally.

Looking ahead, Dutta is optimistic about the future of multiplexes. “We are an entertainment-starved country. We love cricket and we love movies,” he said. Multiplexes are diversifying their offerings beyond films — live screenings of IPL, Formula 1 races, stand-up comedy shows — to maximize their prime locations and infrastructure.

On the evolving influence of social media, Dutta acknowledged its importance but also the growing savviness of audiences. "There's a lot of chatter online, but stars and strong stories still have the power to pull audiences irrespective of digital noise," he said. Highlighting India's low ticket pricing compared to the world, Dutta believes the unbeatable combination of affordability and world-class experience will keep cinema-going deeply rooted in Indian culture.

<a href="https://www.storyboard18.com/brand-makers/rise-of-online-courses-for-creators-and-dreams-of-digital-fame-meeting-hard-realities-63413.htm">Read more: Rise of online courses for creators and dreams of digital fame meeting hard realities</a>

PVR INOX CEO Gautam Dutta on the next big leap for multiplexes in India

“Always consider yourself a product in a retail store. Make sure you are always available at the right place, and at the right time,” says Mukesh Bajpai, Marketing Head, AMD India. in a conversation with Storyboard18 he recollected the advice imparted to him by his senior: “Make sure you are visible to the relevant people and to the ones who matter.” And that is his mantra for success."

 
Edited Excerpts

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


American lawyer and political activist Ralph Nader had stated, "The function of leadership is to produce more leaders, not more followers."

 

The second quote by American author Marty Neumeier is, “Your brand isn't what you say it is. It's what they say it is.”


The third quote is by Marico’s Founder and Chairman Harsh Mariwala, who said, “If your marketing is not solving a problem, it's just noise.”


The fourth quote by Ratan Tata highlighted the fact that a brand's true value lay not in what the company claimed, but in the consumer-driven narratives and experiences shared among the peers.

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

 
Reading scripts or articles from the Harvard Business Review or HBR, watching some podcasts on YouTube or reading a book on marketing which is really appealing to me gives me real good insights about it.


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

 
With YouTube, Instagram and so many other platforms coming into uuplay, the whole definition of creators is kind of blurred.

 
I admire Raj Shamani, especially the podcasts’ he does around brand psychology, consumer behaviour, digital marketing strategies etc.

 
Another favourite of mine is American orator and academic Scott Galloway. His whole data driven approach towards market trends is extremely insightful.

 
Where do you get your social media mix from? 


I restrain myself from spending too much time on social media because I want to retain my original thoughts, views and perspectives and not get influenced by too much noise which is going around on social media. But, I normally get my social media mix from LinkedIn, YouTube and Reddit. 


What were the last few videos you viewed on any platform?


It has mostly been TEDx videos on YouTube. Very recently, I was watching a TEDx video which was about ‘How AI is reshaping marketing in India’. Another one was about a creator or a journalist who had created a video on how the whole concept of MahaKumbh had come into existence. 


What is your sport or fitness routine like? 


Since my childhood, I have been a very active sports person.

 
I have been a good cricketer, badminton player and table tennis player, but I am not able to find the time or resources to engage in these activities anymore. 


But, what I make sure of is that every day, I spend around one and a half hours on working out either in the gym or on the road. I run for almost one hour every three days in a week. And six days in a week, I hit the gym.


I make sure that I don't miss my fitness because that's very critical owing to the way our lifestyle is in metros, and how demanding the work or the corporate culture is these days. 


What is your favourite weekend like?


During weekends, I try to create a balance in my life and unplug myself from work. I like to spend time with my family, visit my close relatives or friends or call them to my place for dinner.


I have developed a very recent passion which is learning to play guitar, especially during the weekends.

 
What do you watch on weekends?

 
I stopped watching television many years ago. Cricket is something which I hook on to. On weekends, I make sure that I watch at least half the game, if not the full game. 


Any work or life hack you swear by?

 
My favourite life hack is, ‘Plan tomorrow before today ends’.

 
Every day, before I shut shop, I take 10 extra minutes to note down what my next day will look like. What are my top priorities, what's important, what's urgent. I classify those priorities or my to-do's for the next day and then I shut down my PC. 

 
What are you reading? Any recommendations?

 
In terms of books, I say that one must read the book called ‘The Discovery of India’ by Jawaharlal Nehru.

 
It gives so much perspective and learning about how India was created and travelled over a long period of time, and how its culture evolved. The second book I would recommend is ‘India Unbound’ by Gurcharan Das.

 
Then, ‘Stay Hungry Stay Foolish’ by Rashmi Bansal and ‘Snapshots from Hell: The making of an MBA’ by Peter Robinson is something I would recommend.

 
What is your advice to avoid personal and professional burnout?

 
Number one: prioritise your health. Everything will come back, but your health will not come back if you are done physically or mentally. 

 
Second, set boundaries. Work will always be demanding and work will never end, no matter what.

 
And, a very good principle that I follow is that, I set a limit of doing three big tasks in a day accompanied by five or six less complicated tasks.

 
If you complete three tasks in a day, at the end of the week, you will see you're pretty satisfied with your outcomes. Last, focus on the big picture. Don't get lost in transactions, don't get lost into day-to-day tasks. They will go on. 

 
Whether you are there, you are not there, tasks will still happen, but focus on the big picture. If you want to become a leader, you need to focus, you need to have that ability to zoom in and zoom out. So, that ability to zoom in and zoom out is what will differentiate between a leader and a follower. 

 
A piece of advice you would like to share with Gen Z?

 
I would advise them to concentrate because what I feel about them is that they are not able to concentrate and focus on a single topic or subject or object for too long. Hence, they should try to concentrate. They should be more adaptable. Whatever they are in the current state, they can still afford to be more adaptable that will surely help them in their life going forward.

 
What's the best advice you've got in life?


In my first job, the advice my senior gave was, “Always consider yourself as a product in a retail store.” Make sure you are always available at the right place, and at the right time. And, make sure you are visible to the relevant people and to the ones who matter. 


Read More: <a href="https://www.storyboard18.com/brand-makers/a-customer-centric-approach-enables-business-growth-abhijeet-sonar-hansgrohe-group-59188.htm">A customer centric approach enables business growth: Abhijeet Sonar, Hansgrohe Group</a>

Make sure you are always available at the right place, and at the right time: Mukesh Bajpai, AMD India

In a candid discussion at the Adobe Summit, JPMorgan Chase CEO Jamie Dimon emphasized the critical need for businesses to prioritize customer experience over internal assumptions. He warned against the "torture" of customers with products and services that companies perceive as innovative but are, in reality, unwelcome. Dimon attributed the downfall of many large corporations to a complacent, inward-focused mindset, advocating instead for a consumer-centric approach.

"My view is that a business should always look at itself from the point of view of the consumer," he stated, highlighting the prevalence of company-centric rather than customer-centric discussions in corporate settings. He also cautioned against excessive internal processes designed to minimize risk, arguing that they often impede responsiveness and agility. Dimon championed empowering frontline employees to make decisions, as they possess a direct understanding of market dynamics.

On the topic of management, Dimon stressed the importance of open communication and rigorous self-evaluation. He revealed that his management team engages in frank discussions about all issues, regardless of their magnitude, to combat complacency, bureaucracy, and arrogance—factors he identifies as catalysts for corporate decline. "All the dead cats are on the table," he asserted, emphasizing the need for direct confrontation of challenges.   

Regarding leadership, Dimon advocated for honest and forthright assessments, urging companies to acknowledge their competitors and avoid self-deception through manipulated data. "Don't try to use numbers to prove what you think. Try to use numbers to understand what you're really doing," he advised.   

Dimon expressed skepticism about the overuse of the term "purpose," deeming it "BS." He countered the notion of abstract purpose with a focus on genuine contributions, urging individuals to strive for excellence in their chosen roles and to leave a positive impact on the world. "Be an artist, be a politician, be a wonderful parent, and do it as well as you can do it and make the world a better place," he said. He emphasized that authenticity resonates with people, who can discern genuine care from insincerity.   

Addressing work-life balance, Dimon acknowledged his past struggles and advised attendees to prioritize their mental, physical, and spiritual well-being, as well as their family. While employers can facilitate flexibility, the onus ultimately lies on individuals to safeguard their well-being. "If you don't recharge, if you don't get your breath, you're going to get sick, you're going to damage your health. And so yes, you got to fight for it," he concluded.



JPMorgan Chase CEO Jamie Dimon dismisses "purpose" as overused rhetoric

Abhijeet Sonar, head, marketing, India and SAARC, Hansgrohe Group says that when one understands the requirements of the customer, one needs to follow up. He also said that “When one works towards a customer centric approach, that's when you see business growth.” 


Edited Excerpts


Can you list your favourite quotes on marketing and leadership?

I love art and design. Hence for me, the key mentors or coaches would be Michelangelo, sculptor and painter, and Leonardo da Vinci, polymath. Michelangelo once said, ‘I saw the angel in the marble and carved it until I set him free.’ It's such an impactful statement from one of the best sculptors in the world.


Then there’s Steve Jobs, Co-Founder, Apple. He is a role model for innovations and marketing. He has said, “The people who are crazy enough to think they can change the world are the ones who do so.”

 
Victor Frankl, Austrian neurologist, psychologist, and holocaust survivor has also said something amazing: “Between stimulus and response, there is a space. In that space lies our freedom and our power to choose our response. In our response lies our growth and our happiness.”

 
My other favourite is Coco Chanel, French fashion designer. We know Chanel as a brand which has been around for many decades. Today, they do very little marketing and advertising. It is purely dependent on the brand equity it has built over the years.

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

 
We are in the business of colours. So for me, it's all about seeing what are the latest fashion and design trends in the market, what are the latest colour schemes, etc. 


I think fashion, design, business are all intertwined together.

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

 
My favourite is Leonardo da Vinci. There is one quote of his which I am attracted to, “Simplicity is the ultimate sophistication.” The other person I look up to is Coco Chanel, followed by Italian motor racing driver and entrepreneur, Enzo Ferrari. Then there’s Philippe Starck, who is a design visionary. He has said, "The only acceptable style is freedom."


What is your fitness routine like?

Fitness is something that I am really taking care of right now. There are many roles one plays in life. Like that of a father, brother, son, or husband. At work, one plays a role model, or a coach. But, do we look after our health enough?

 
I never miss my workouts. I focus on strength training and on the core. A lot of youngsters want to bulk up, but don't focus on the core. I believe it's important to do that.


What’s your favourite weekend like?

 

I love to drive and listen to music. I love to go to concerts too.

 

I love walking in the forest as well, where I enjoy being among the trees and the flowers.

 

What do you watch on weekends? 

 

Movies and documentaries. 

 

Any work or life hack you swear by? 

 
It's important to enjoy what one does. When one understands the needs of the customer, it's important to follow through on that. When one works towards a customer centric approach, that's when you see business growth.

 
Also, it's important that we know what we’re talking about, and be humble and polite. 

 
What is your advice to avoid personal and professional burnout?

 
When you are at home looking after your kids, you are a parent. When you’re at your sister's for a cup of coffee, you’re the brother. With your wife, you’re her partner.

 
The key is to understand that we play different roles, which have their boundaries. So, when one role is over, we need to move on. I think it's important to know where to detach and where to exit. 

 
What are you reading? Any recommendations? 


I am reading Rework by David Heinemeier Hansson and Jason Fried. Even American author Seth Godin has said that one may ignore this book at one’s peril.

 
A piece of advice you would like to share with Gen Z?


Balance, intuition, and intelligence. Focus on intuition because it is the gut. Please get out of the house. Please be connected with nature. Have faith. Believe in yourself, be consistent, and disciplined.

 
What's the best advice you've got in life? 

 
I read somewhere that you have to know what you are not to know what you are. People often introspect about themselves without knowing what they are not. When you know what you are not, that's when you realise who you are.


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>

A customer centric approach enables business growth: Abhijeet Sonar, Hansgrohe Group

Marketing-related content that sheds light on consumer behaviour has always interested Minakshi Handa, vice president, marketing, ITC Personal Care. But over the last few years, she’s also developed an interest in how consumers interact with technology, leading to the discovery of new insights on brands and businesses.

In a conversation with Storyboard18, she said: “Building strong brands and businesses requires a deep understanding of consumers, and digital technology can be used to transform the way marketing is executed.”


Edited Excerpts


Please list five of your favourite quotes on marketing and leadership?

 
Marketing is no longer about the stuff you make but about the stories you tell — Seth Godin, American author.

 
We tend to overestimate the effect of a technology in the short-run and underestimate the effect in the long-run — Roy Amara, American researcher and scientist.

 
Passion is the log that keeps the fire of purpose blazing — Oprah Winfrey, talk show host.

 
If your actions inspire others to dream more, learn more, do more, and become more, you are a leader — John Quincy Adams, former 6th President, United States.

 
What counts in life is not the mere fact that we have lived. It is the difference we have made to the lives of others that will determine the significance of the life we lead — Nelson Mandela, anti-apartheid leader and former President, South Africa.


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


Marketing-related content that sheds light on consumer behaviour has always interested me. But over the last few years, I’ve also developed an interest in how consumers interact with technology, leading to the discovery of new insights on brands and businesses.


Where do you get your social media fix? 


I usually get my social media fix from Instagram and LinkedIn, each offering something unique depending on what I’m exploring. I also tune into podcasts that are thought-provoking and enriching.

 
What is your fitness/wellness routine?

 
My wellness routine consists of yoga, breathing exercises, and a detox diet to refresh my body. Recently, I’ve added Zumba to my weekends, and I absolutely love the energy and fun it brings. To complement my routine, I treat myself to a spa whenever I get the chance. 


What’s your typical weekend like?

As a working mom, I love spending quality time on weekends with my family and son. We explore different subjects and topics, play games, or have fun outings together. Additionally, weekends are also my quiet time to reflect and write, away from the daily hustle.


What have you been watching on weekends?

As a Bollywood enthusiast, I like to catch up on the latest releases, and love to watch travelogues and real life stories. Lately, I've also been exploring a range of podcasts, which are both engaging and educational, like ‘The Knowledge Project’ by author Shane Parrish.


Any work or life hack you swear by?


As a working mom who wants to excel both at home and office, my work-life hack is to do the work I am passionate about, and work at a place that not just fosters ambition and excellence, but is also flexible and caring. ITC has supported and helped me grow both professionally and personally, by creating an environment where working moms like me can thrive.


What are you reading? Any recommendations?


These days, I am reading ‘Profit from the Core: A Return to Growth in Turbulent Times’ by Chris Zook and James Allen. I am also reading ‘An exploration of Olympiad Combinatorics’ authored by my son, Rushil Mathur, at the age of 18, though I cannot claim that I am able to interpret all the concepts. 

I would recommend ‘The Lean Startup’ by Eric Ries, which emphasises rapid prototyping and iterative product releases, and ‘How Brands Grow: What Marketers Don’t Know’ by Byron Sharp, a valuable resource for those interested in data-driven insights on brand growth.


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


My advice to prevent personal and professional burnout is to do what you really love, stay curious, keep learning, and don’t fear change. It helps if you are in an organisation that reinforces these values.


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


I would like to share that while new-age technology is an enabler for marketing, the core remains what it always was: serving and delighting consumers with differentiated brand offerings and innovations.

 
Building strong brands and businesses requires a deep understanding of consumers, and digital technology can be used to transform the way marketing is executed. At ITC, our focus has always been on purposeful innovation, digital acceleration, and execution excellence.

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


Life is a series of challenges. But it is these challenges that shape us into who we are, both professionally and personally. So, dream big and draw on your innate strength to keep moving forward amid obstacles.


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>

Stay curious, keep learning, don’t fear change:  Minakshi Handa, ITC Personal Care

Hindustan Unilever Limited (HUL) has recently acquired a 90.5% stake in premium beauty brand Minimalist for a hefty Rs 2,955 crore. The remaining 9.5%, currently held by founders Mohit Yadav and Rahul Yadav, is set to transition to HUL ownership within the next two years, according to reports.

HUL is keen to modernize its offerings and capture the hearts and wallets of India’s fast-growing demographic of young, well-informed consumers. Minimalist, a brand celebrated for its ingredient-focused and science-backed skincare, aligns perfectly with the ongoing shift away from legacy-driven mass-market brands. However, this move has also sparked debate among loyal Minimalist customers, who question whether the brand will stay true to its roots under HUL’s stewardship.

Launched in October 2020, Minimalist rocketed to Rs 100 crore in revenue within just eight months and achieved a net profit of Rs 5 crore in its debut year. By FY22, its profits had tripled to Rs 16 crore, though the following year saw a dip to Rs 5 crore due to significant investments in team-building and hiring. In FY24, Minimalist made a comeback, doubling its net profit to Rs 10 crore. Today, with a revenue from operations of Rs 347 crore (as of FY24), the brand has established itself as a force to be reckoned with in the direct-to-consumer (D2C) space.

What’s next for Minimalist? With a fiercely loyal customer base, the inevitable question looms - Will the brand’s identity and quality evolve or perhaps even transform under HUL’s guidance?

Amidst these developments, Mohit Yadav, Co-Founder and CEO of Minimalist, reflects on the brand’s remarkable journey, the challenges of educating consumers about science-based skincare in an age dominated by misinformation and viral beauty trends, and what the future holds.

Edited excerpts:

Can you share your journey as founders, from identifying the gap in the market to building a brand that challenges traditional norms? What pivotal moments shaped the company’s growth?

We founded Minimalist in 2020 to challenge the widespread misinformation in the beauty industry. Consumers were being misled by fear-based marketing, particularly the misconception that “100% natural” means safe and effective, while scientifically backed ingredients were unfairly labelled as harmful.

Transparency became our core principle. We focused on clear ingredient lists, science-backed formulations, and educating consumers. We constantly tried to debunk the myth of “chemical-free” skincare, sparking conversations and reinforcing our commitment to truth over marketing gimmicks, creating real value for customers and hence winning their trust.

A pivotal moment in our growth journey was investing heavily in R&D from the first instance and deciding to set up our own manufacturing facility which allowed us to create our high-performance products. Post that, raising a Series A funding of INR 110 crore ($15 million) led by marquee investors Peak XV Partners with participation from Unilever Ventures within 9 months of our inception validated our effort and positioned us as one of the forerunners in the
skincare and personal care segment of the industry. This also helped us enter the global market through Minimalist Global and we began operating in the US, the UK, the Middle East and some countries of Southeast Asia.

With consumer attention spread across multiple platforms, how do you design marketing campaigns that cut through the noise and create a lasting impression? Can you share an example of a campaign that resonated particularly well?

Rather than having a campaign-focused approach, to break through the clutter, we focus on education-based content. Instead of chasing trends or relying on flashy ads, our marketing initiatives are rooted in science-backed information, transparency, and real consumer experiences. We take a social media-first approach that informs, debunks myths, and sparks discussions. Along with this, we collaborate with dermatologists to focus on ingredient and product education rather than taking the influencer partnership route to help customers make informed choices.

What does Minimalist’s current media mix look like, and how has it evolved over time? Could you also share insights on your marketing spend—specially, how much it has grown compared to last year, and what drives these investment decisions?

Minimalist’s media mix is majorly focused on performance marketing, ensuring that every campaign is data-driven and optimized for efficiency. The majority of our spend goes into digital ads across Meta, Google, and other high-conversion platforms, allowing us to reach the right audience with precision. While performance marketing remains our core focus, we are now looking to invest in more top-funnel-building activities to build brand awareness at scale.

The skincare industry is constantly evolving, with trends like clean beauty, ingredient transparency, and science-backed formulations gaining traction. How does Minimalist stay ahead of these trends?

Minimalist doesn’t chase trends. We focus on scientific progress and consumer needs. While various trends gain massive traction, they often come with misinformation. Our approach is to cut through the noise and over evidence-backed formulations that genuinely work. Instead of reacting to every industry shift, we proactively invest in R&D that allows us to create cutting-edge formulations that deliver real results creating customer satisfaction and industry standards.

What consumer insights have been most surprising or influential in shaping your strategy? Looking ahead, how do you plan to leverage these insights to drive innovation and stay ahead in the competitive skincare market?

A consumer insight that has been influential in shaping our strategy is that skincare is as much about trust and education as it is about results. People want to understand what they’re using and why. They are more skeptical of brands that don’t provide clear, transparent information about their products and the entire ingredient list as well as results of the testing the product has gone through to validate the claims. This has pushed us to double down on ingredient transparency, educating consumers about what goes into every product to the extent of listing the sources of our ingredients. We will continue to leverage this insight which has influenced our approach to content, packaging, and customer interactions to stay ahead of the curve and
set the industry standard in transparency.

As Minimalist grows, how do you ensure your messaging about transparency and authenticity doesn’t get diluted? How do you handle the challenge of educating consumers about science-based skincare in an age of misinformation and viral beauty trends?

As we grow, ensuring that our messaging about transparency and authenticity remaining at the core of everything we do is non-negotiable. We have built trust by being honest with consumers, and as we scale that will remain the focal point of each touchpoint in the customer experience.

In an age of misinformation and viral beauty trends, we focus on empowering consumers by putting out science-backed information. We collaborate with dermatologists to build credibility with customers along with focusing on putting out real stories of users (UGC) and conversations around skincare concerns making our messaging authentic and relatable. By being direct, honest, and science-backed, we don’t just compete for attention—we earn trust,
which leads to lasting impact.

What's next for the brand? How does it plan to grow and evolve?

The next phase for Minimalist will be guided by launching innovative products, retail expansion and a larger global footprint. We’re doubling down on innovation, creating smarter, high-performance formulas that actually work. At the same time, we’re making sure our products are easier to nd, expanding into retail spaces so people can experience them firsthand. And as more consumers look for honest, science-backed skincare, we’re expanding internationally to bring Minimalist to new markets and bring I-Beauty (Indian Beauty) to the world.

Minimalist's Mohit Yadav on challenging misinformation and not relying on flashy ads

Speaking of the power of persistence, P Madhavan, Executive Vice President, Marketing and Sales, TVS Srichakra, said it is this attribute of his that has gotten him this far. In a conversation with Storyboard18, he added, “Even if you're doing the smallest of things, you must not give up. You just have to keep at it till it actually works. Don't take your eyes off the job till it's done.”


Edited excerpts:


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


One thing that strikes immediately is what industrialist and philanthropist JRD Tata said during an interview in the late ‘80s or early ‘90s, that, “When you start a business, there has to be a larger purpose behind the project.” He doesn't talk about what profit the business will make, or market share it will achieve, etc. He talks about the larger purpose behind a business, i.e., what does it do for the society and the country? How does it give it back? 

The other gentleman who's had a big impact on many is the late Ratan Naval Tata, Tata Group's former Chairperson. Back in 2010, he said, "If you have to run a business in an unethical manner, it is better to be out of that business." As a leader, you need to have these qualities, and be very clear. It's not business at any cost. 

Another quote which is attributed to scientist Thomas Edison is, “I have not failed. I've found 10,000 different ways to find out it doesn't work.” There's nothing called a perfect world. Don't wait for an ideal situation to start anything. 


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


I constantly look to read or listen about how big brands are created and what has led to the downfall of some of them, what the pitfalls are, and how one is to prepare for them. Bloomberg Originals has some great content on how some of these brands have been created. 


Where do you get your social media mix from? 


I'm not into Instagram or Facebook. So it's all YouTube. 


What were the last few videos you viewed? 


The most recent was ‘What differentiates BJP from Congress?’, a report on the country’s fiscal health in The Print by the publication’s Political Editor, DK Singh.


The other video was by The Print’s Editor-in-Chief, Shekhar Gupta, on the Sivagalai archaeological digs in Tamil Nadu, where 5,000-year-old iron age items were found. Another video that I recently saw was about why Nike is struggling.


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


One of my favourites is film director K Balachander, who was about 30 years ahead of his time. The other is American filmmaker Steven Spielberg, simply because of the spectrum of genres he's worked in.


What is your sport or fitness routine like? 


I believe I'm extremely disciplined. I pack in almost two hours of exercise every day, along with seven hours of sound sleep. That's my favourite wellness / fitness routine. 


What’s your favourite weekend like? 


I'm in the office most Saturdays, and cram in five to six hours of workout. I also watch four-five hours of TV over the weekend. That's a must do. On Sundays I visit my favourite temple. This is followed by any pending chores.


What have you been watching?


I have finished watching the thriller series Tehran on Apple TV. I'm re-watching The Night Manager. I watched the American series Chicago P.D. 


Any work or life hack you swear by?


My strength is my persistence, which has gotten me so far. Just don't give up. Even if you're doing the smallest thing, you must not give up. You just have to keep at it till it works. Don't take your eyes off the job till it's done. 


What are you reading? Any recommendations? 


I recently read ‘Who Moved My Cheese?’ by Spencer Johnson. I also read a lovely book by the former High Commissioner of India to Pakistan, Ajay Bisaria, called ‘Anger Management: The Troubled Diplomatic Relationship between India and Pakistan.’ It's about the India-Pakistan relationship and how diplomats have endured the friction between the two nations and their governments. 


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


We are always worried about what will be and what might happen. That's the primary reason for burnout. My advice is to not over analyse or overthink. 


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


Back in the day, we never had the opportunity to listen to consumers as much as today's marketers do. In the early days, structured research was done once or twice a year, and one would go by that.


Today, the consumer is leaving feedback all over. How does one listen to it? How does one assimilate all that information, use it to further whatever objective has been set? Next-gen marketers have the tools to do this, so listening to customers is the best thing they can do. That would be my advice.


What's the best advice you've got (or heard) in life? 

 
Business magnate Richard Branson once said, “Take care of your employees and they will take care of your customers and business.” The cliched saying prevalent before that was to take care of customers since they came first. Branson changed that belief.


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>

Don't take your eyes off the job till it's done: P Madhavan, TVS Srichakra

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>

CXO INTERVIEW