Tata Motors Commercial Vehicles CMO, Shubhranshu Singh, emphasizes the importance of real human engagement and creativity in their marketing strategy. The company is gearing up to go public in FY 2026 after its demerger in March 2024. Singh believes that creativity is a must-have and that data insights play a significant role in determining creative leads. Tata Motors Commercial Vehicles covers a wide range of consumer realities in the commercial vehicles market. Singh discusses the company's entry into different language markets, commitment to the creator economy, and efforts to build the creative ideation funnel in-house. [cb89ce68]
Dheeraj Sinha, CEO of FCB Group India and South Asia, explains that clients now expect agencies to navigate the entire consumer journey for their brand, including top-funnel awareness, mid-funnel consideration, and bottom-funnel conversion across platforms. FCB Group India recently launched FCB Now, a program that brings together brands and platforms to develop new-age solutions, partnering with companies such as Amazon, Google, LinkedIn, Jio, and Meta. Sinha also discusses the use of AI in advertising, the goals of FCB Group, and the major disruptors in the ad industry, including the need for agencies to be accountable for the impact on clients' businesses and the role of technology and fragmented media. FCB Group India has sent entries to the Cannes Lions, including campaigns for HDFC Bank's Vigil Aunty, Amul, and Stir magazine. Sinha highlights the agency's focus on doing great work for clients' businesses and believes that creativity is an economic multiplier.
Ambuja Cements Limited and ACC Limited, the cement and building material companies of the Adani Portfolio, have announced a series of digital initiatives in the cement industry [8f4793c6]. These initiatives include the development of the NexGen Sales & Reward Platform, the 'Plants of the Future' program, the Industry 4.0-based Command-and-Control program, and advanced logistics and fleet management tools. The companies will also implement AI models, cybersecurity solutions, and AI-driven strategies. The aim of these digital initiatives is to enhance collaboration, improve production quality, reduce costs, optimize strategies, elevate customer interactions, and enhance project management capabilities. The initiatives are part of the companies' efforts to stay ahead in the rapidly evolving cement industry and leverage the potential of digital technologies.
The NexGen Sales & Reward Platform will provide a digital platform for sales teams to manage customer relationships, track sales performance, and provide rewards and incentives. This platform will enable better coordination and communication between sales teams and customers, leading to improved customer satisfaction and increased sales efficiency.
The 'Plants of the Future' program will focus on incorporating advanced technologies such as automation, robotics, and IoT into the cement manufacturing process. This will result in improved operational efficiency, reduced downtime, and enhanced product quality. The program will also explore the use of renewable energy sources and sustainable practices to minimize the environmental impact of cement production.
The Industry 4.0-based Command-and-Control program will leverage data analytics, machine learning, and real-time monitoring to optimize production processes, identify bottlenecks, and make data-driven decisions. This program will enable the companies to achieve higher productivity, reduce costs, and improve overall operational performance.
Advanced logistics and fleet management tools will be implemented to streamline the transportation of raw materials and finished products. This will result in improved supply chain efficiency, reduced transportation costs, and faster delivery times.
The implementation of AI models, cybersecurity solutions, and AI-driven strategies will enhance the companies' ability to analyze data, detect anomalies, and mitigate risks. These technologies will help in ensuring the security and integrity of critical systems and data, as well as enable predictive maintenance and proactive decision-making.
Ambuja Cements and ACC are committed to embracing digital transformation and leveraging the power of technology to drive innovation and growth in the cement industry. These digital initiatives will position the companies as leaders in the industry and enable them to meet the evolving needs of customers while ensuring sustainable and responsible business practices. [8f4793c6]
Infosys CMO Sumit Virmani believes that marketing should embrace the transformation that AI brings, especially Gen AI. AI can bring efficiency gains in marketing by automating routine operations and enable marketers to participate in the creative process more easily. AI can also help marketers correlate marketing spends to sales uplift and personalize communication. Infosys has developed an AI-first solution suite for CMOs to accelerate business impact and reshape experiences. They have also leveraged AI to democratize creativity in their partnership with the USTA and at the French Open. The Infosys Tennis Platform uses AI and machine learning to generate match insights and offers personalization opportunities for fans. CMOs need to focus on tech, talent, and trust. They need to embrace digital technology, reskill their talent to use AI, and balance short-term growth with long-term market share gains. They also need to articulate a brand purpose and stay true to it to meet customers' high expectations. [1c301636]