Fostering Authentic & Sustainable Marketing Strategies
Amit Gujral, Chief Marketing Officer, JK Tyres and Industries, is a visionary marketer who has expertise in the industry for more than two decades. With a deep passion for creativity, innovation, and technological progress, Gujral was drawn to the dynamic landscape of marketing, where he saw the potential to create long-lasting relationships with customers.
In our 'Marketing Maestros' series, Gujral shares his professional journey, valuable insights on cutting-edge technology, the importance of sustainability, and the inspirations that have shaped his path.
Excerpts:
What attracted you to the marketing landscape?
I am someone who has always been attracted to the art of crafting the product and brand-based storytelling and conversations. We live in a world that is empowered by choices made by humans, and marketing thrives in creativity, innovation, and technological progress.
My earlier years involved working in R&D with LG Electronics, which was all about translating customer needs into innovations that could simplify their daily lives and enrich their lifestyles. When the opportunity to helm marketing arose, I seized it without hesitation, eager to connect with customers on a more emotional level and guide them in making informed choices.
What has been the turning point of your life in the marketing industry?
The most significant turning point is when I was handpicked by LG Electronics MD to helm the marketing for the company. This pivotal moment led to the creation of a Guinness World Record through a groundbreaking marketing campaign. The high point came when the resultant award was not something that was enforced, but it was the wholehearted participation of consumers who resonated with the brand's messaging which resulted in the world record.
What is your take on brands for green messaging as well as attempting greenwashing to stay competent in the market?
It is only natural that sustainability has taken centre-stage in brand messaging for more and more consumers are increasingly prioritising environmentally-friendly and socially responsible brands. Green messaging, when done genuinely and backed by concrete actions, can be a powerful way for brands to connect with their audience, build trust, and showcase their commitment to making a positive impact on the planet. Attempting greenwashing is highly likely to cause long-term damage to the brand's reputation, undoing years of hard work put into building the brand up. A brand’s ambition to drive sustainability also reflects in its mission and vision and the values that govern the company. Brands walking the talk, delivering well on their promise, bringing in transparency in claims & progress on green goals will go a long way in building trust.
How do you envision generative AI's potential to enhance content creation and storytelling strategies?
Modern Age Marketing can be empowered by AI tools, using data-driven decision-making that reduces the scope of error. With the data-driven world that we live in, Generative AI can be extremely influential in tailoring content per your target audience, making the communication more relevant. There’s a lot of potential in Generative AI enhancing content creation, but one should remember to use it as a tool to support and enhance their own ideas and storytelling because, at the end of the day, nothing can replace the power of a human touch.
How do you ensure authenticity and transparency in purpose-driven marketing, particularly while addressing sensitive issues?
To obtain authenticity and transparency, it is crucial to maintain trust and credibility with your audience. Purpose-driven marketing is effective when the issues you address are clearly aligned with the organisation’s core values. Another aspect that may add further authenticity to the campaign is to collaborate with industry and subject experts who can further enhance the campaign with their knowledge and expertise. Finally, keep assessing the effectiveness of the campaign.
How do you balance between creative freedom for influencers and maintaining brand guidelines to maintain brand consistency and messaging alignment?
It all starts with clear communication, from the campaign objectives, and right influencer partnership, to expectations and success metrics. Maintaining open and honest communication with the influencers and clearly outlining the brand's values, guidelines, and objectives for the campaign will help influencers understand the boundaries and expectations while still encouraging their creativity. Success metrics also need to be defined in engagement and reach, and long-term engagements can be further measured on conversions and overall impact.
What opportunities and challenges do you anticipate in the future of social media marketing?
Social Media Marketing has evolved to being a media platform for instant connect with the customer, which comes with its own opportunities and challenges. Among the challenges we currently face on social platforms include content overload and lowering attention span. The race to capture the user’s attention is becoming hotter by the second, which is where brands can look at leveraging influencer marketing and moment marketing. UGC will remain crucial for social media marketing. Moment Marketing calls for instantaneous reaction to moments going viral in order to gain eyeballs, which means a lot of on-feet thinking and quick execution. Moreover, technological advancements with AR & VR will give brands more opportunities for innovation which they should not miss out on.
Throughout his professional journey, Gujral draws inspiration from various marketing veterans and leaders. Acknowledging the contributions of others and continuous learning fuel his passion to create impactful and resonating marketing experiences for consumers.
