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In conversation with VMLY&R’s Hari Ramanathan

Santosh Singh, EVP & Global Head - Marketing and BE, Tata Technologies, feels that today’s marketers should treat generative AI as a friend as this would not replace marketers, but upskill them. 

Singh also said that marketing professionals must spend as much time thinking about the distribution of marketing content as they spend in making the content. Because that's when they can realise the value of the effort they have put in.


Edited excerpts:


What are some of your favourite quotes on marketing and leadership?


The first quote that I learnt from my senior about 10 years back when I used to work in another company was, ‘Good is not the enemy of Great. Good is the friend of Great.’ 

Often, our focus is on perfection. But, what we don't realise is that we are chasing a moving goalpost. Most award-winning campaigns that we see today were run over a period of time, which had an impact, and thereby won approbation and accolades.

The second quote is about the fear of generative AI replacing jobs, specifically creative jobs, because of its ability to generate videos, images, etc. My view is that generative AI will only replace marketers who don't know how to use the tool.

The third is about how leadership is about asking tough questions that have not been asked till now.


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


In the last few months, I've been spending a lot of time looking at what the world is doing with AI. I spend 15-30 mins every night trying to understand what is happening in the world of gen AI.


Sometime back, Studio Ghibli was trending, which is an example of a great moment marketing. During a work call, we began discussing what Studio Ghibli means for Tata Technologies, which is about happiness and innovation.


We created four-five images in Studio Ghibli style, posted them on social media, and they turned out to be very popular. So, if you are unaware about what’s happening or trending, then I don't think you’re alive.


Who are your favourite creators and why?


I follow Zerodha Co-Founder Nikhil Kamath’s WTF podcasts with entrepreneurs and innovators, where he discusses interesting topics. Through these, I learn what innovators are doing, how the future is likely to pan out, and what it means for me and the world.


Where do you get your social media fix?


LinkedIn is my go-to platform which I use for understanding what my peers are doing. I study leading brands like Nike, Unilever, etc, to understand what they are talking about from the perspective of consumer and brand impact.


I also use X (Twitter) to find what thought leaders like OpenAI’s Sam Altman and Perplexity AI’s Aravind Srinivas are talking about, and what it means for us. 


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


Roy Thomspon, a video marketer in the US, did a session for Tata Group chief marketing officers on generative AI, using which he created a whole video. I've been watching it to understand what realism can be achieved if we really leverage AI.


Kamath had interviewed Srinivas in his podcast, who spoke about how generative AI is going to change the world in the next three to five years. There were a lot of nuances that were discussed which are going to significantly impact the way we work, and the quality of work we do in the future.


What is your fitness / wellness routine?


I go for morning walks and in the evenings, I play pickleball for 30 minutes, followed by a walk.


On weekends, I try to play some sport with my daughter, go on long walks, and do some running on Saturdays.


And I'm very careful about what I eat.


What’s your typical weekend like?


My favourite weekend is at the beach, which doesn't happen too regularly. On Saturdays, the first half is just lazing around, watching videos on social media, spending time with my daughters. In the evenings I step out with my family. I also visit temples, and shop. 


On Sundays, we as a family try to have lunch together. In the second half, I plan for the next week, such as key meetings, key deliverables, etc. 


What have you been watching?


I binge watch on Netflix and Amazon Prime. Last weekend, I watched the Bollywood film Skyforce, starring Akshay Kumar and Veer Pahariya. 


Any work or life hack you swear by?


That the word ‘impossible’ can also be read as, ‘I’m possible’ has been my biggest life hack. 


Another hack is about the concept of focus. For me, focus is all about saying ‘no’ to things that don't really matter, which can free up time for things that really matter. 


In the corporate world, one receives at least 100 to 200 emails a day. If one lacks focus, one would just keep jumping from one email to another, and not do anything productive. Hence, it is important to master the ability to say ‘no.’


What are you reading? Any recommendations?


The last book I read was Jamsetji Tata: Powerful Learnings for Corporate Success, by R Gopalakrishnan and Harish Bhat. The book shares how we can apply Tata's principles every day. 


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


Burnout is not about the number of hours we spend working. Burnout is linked to not enjoying what you're doing. If you enjoy what you do, if you find purpose in it, then even if you work for 18 hours, you won't burn out. But if you’re not enjoying what you're doing, then I think one must pursue something new. 


A piece of advice you would like to share with today’s marketers


My advice would be to treat Gen AI as their friend. Back in the day, we struggled to upskill because there were very few online resources. Today, a lot of the knowledge is available free of cost. 


Also, marketers should spend as much time thinking about the distribution of marketing content as they spend in making the content. Because that's when you realise the value of the effort you put in.


In marketing, one needs to think through who's the person being targeted? What are his or her requirements? And what needs to be done to convert that person into a customer. Solutions and campaigns that do that is true marketing. 


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


The best advice I got was to never give up, and never stop dreaming. Because the day one stops dreaming one isn’t living. Make sure that you're persistent, keep working towards your goals, and they will materialise. But don’t forget that sometimes they will happen as per your wish, and sometimes as per God's wish.


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>

Today’s marketers must treat Gen AI as their friend: Santosh Singh, Tata Technologies

“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

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

WEEKENDER CMO