Authenticity Is The Most Vital Today: Sriram Padmanabhan
Continuing our series, ‘Marketing Maestros’, we exclusively spoke to Sriram Padmanabhan, Marketing Director at Danone India, delving deep into his journey as a marketer, his take on sustainability, the need for authenticity today, the rising age of AI and more.
Padmanabhan journey into the realm of marketing began with sales, but it was the multifaceted nature of marketing that truly drew him in. He describes marketing stating, "It is the only function within an organisation that provides an end-to-end view, from supply chain management to connecting with consumers."
He believes that the ability to shape the future of an organisation is what attracted him to marketing, where he saw the potential to create a meaningful impact.
The turning point in his career came during his tenure with Kimberly Clark, where he was responsible for handling the feminine hygiene category. Despite being a male marketer in this space, he embraced the challenge of understanding the unique needs and pain points of female consumers. He says, "The experience not only deepened my marketing insights but also revealed the transformative power of products that address real consumer needs."
The Intersection of Brand, Purpose, and Authenticity
Padmanabhan recognises that the world of marketing is evolving rapidly, with sustainability and purpose-driven marketing taking centre stage. He emphasises that sustainability and business performance should go hand in hand.
He stresses, "Authenticity is key, not just in communication but across all touchpoints, and it's important for brands to align with consumer values genuinely."
Regarding the rising influence of technology like generative AI, he believes that its adoption should be driven by solving real brand and consumer challenges rather than following trends. "It's essential to maintain a balance between utilising technology and respecting boundaries and regulations", says Padmanabhan.
Balancing Traditional and Digital Media
On the balance of traditional and digital media, Padmanabhan underlines that the marketing mix should include both traditional and digital media. He argues, "The choice of media should depend on the brand's objectives and target audience. While digital channels provide real-time data and performance-driven results, traditional media still holds its relevance, especially for building brand awareness and trust."
Padmanabhan draws inspiration from marketing stalwarts like Piyush Pandey, for his consistent and insightful work across various categories. Another source of inspiration is Puneet Das, who has transformed Tata Consumer with a regional focus and deep consumer insights. He shares, "In terms of how they have really gone deep into the regional communication and executed it is something that truly inspires me".
Padmanabhan considers his marketing journey to be both challenging and fulfilling. He believes that being the voice of the consumer and solving their problems, even beyond product offerings, is the most rewarding aspect of his career.
His advice to young marketers is simple yet powerful and encourages them to be curious. He conveys, "Curiosity keeps marketers engaged, close to consumers, and humble, fostering a continuous learning mindset."
