Gen AI Opens Doors To Innovative Formats & Interactive Experiences: Deepika Deepti
In an exclusive interview for our series 'Marketing Maestros', Deepika Deepti, Head of Marketing at Metro Brands Limited, delves into her journey in the marketing landscape and shares her insights on sustainability, generative AI, authenticity in purpose-driven marketing, influencer collaboration, the future of social media marketing, and her sources of inspiration.
Excerpts:
What attracted you to the marketing landscape?
I come from a design background, that helps me enable my approach to creatively maneuver business challenges and win the consumer. The two require very similar mindsets and techniques
What has been the turning point of your life in the marketing industry?
In 2015, when I was trusted to lead the business of Adidas Originals in India, my challenge was not to turn around the P&L but to ignite my love for sneakers and create that as a part of the culture of modern India.
Creating a multichannel business strategy with consumer centricity at its core, compelling and authentic storytelling for each sneaker, and collaborating with true and passionate partners like Ranveer Singh, Anand Ahuja, and Sangeet (Founder of Super Kicks), and many more
Sustainability is the new word in marketing. What is your take on brands for green messaging as well as attempting greenwashing to stay competent in the market?
Sustainability has become a central focus in contemporary marketing, signifying a heightened awareness of our shared duty to safeguard the environment. At Metro Brands, we don't view sustainability as a fleeting trend; rather, it's an ingrained ethical commitment that harmonises with our core principles and enduring business approach. Our objective is to effect meaningful, positive transformations by incorporating sustainable measures and adeptly conveying them to our stakeholders.By spotlighting tangible actions such as curbing carbon emissions, ethically sourcing materials, and implementing eco-friendly packaging solutions, we can motivate and captivate our audience, all the while contributing to a greener future.
In contrast, the peril of greenwashing poses a notable hazard to a brand's reputation and credibility. Greenwashing not only detracts from the endeavours of authentically sustainable businesses but also engenders disenchantment among consumers who are progressively astute about the veracity of brand assertions.
How do you envision generative Al's potential to enhance content creation and storytelling strategies?
We see generative AI as a transformative tool that can greatly amplify our content creation and storytelling strategies. The AI's ability to analyse data and trends will empower us to create relevant and timely content, enhancing customer engagement and loyalty. Additionally, generative AI opens doors to innovative formats and interactive experiences that can captivate our audience in new and exciting ways.
How do you ensure authenticity and transparency in purpose-driven marketing, particularly while addressing sensitive issues?
Authenticity and transparency in purpose-driven marketing are non-negotiable at Metro Brands. We achieve this through diligent research, stakeholder collaboration, and crafting empathetic messaging. By consistently monitoring and seeking feedback, we uphold credibility and our commitment to impactful change.
How do you balance creative freedom for influencers and maintaining brand guidelines to maintain brand consistency and messaging alignment?
At Metro Brands, partnering with influencers to enhance the brand reach and connect with our audience is pivotal. Yet, maintaining brand cohesion across touchpoints remains paramount. Our approach combines communication, transparency, collaboration, content review, nurturing relationships, educating influencers, monitoring and feedback, and flexibility for harmonious results.
What opportunities and challenges do you anticipate in the future of social media marketing and how do you plan to navigate them to stay ahead in the ever-changing landscape?
In the future of social media marketing, brands have thrilling prospects to forge personalised, engaging customer experiences. Data analytics and AI advancements enable content tailored to preferences, boosting loyalty. Novel platforms and tech unlock fresh storytelling and brand avenues. Yet, challenges loom. Privacy and data rules shape info use. Navigating platform algorithms for visibility remains tricky. Balancing automation and genuine interaction is vital for authentic bonds. Agility and trend tracking are key in this dynamic field.
Ultimately, we aim to stand strong across platforms, embracing innovation while upholding values. Creativity, learning, and dialogue will guide us to harness social media platforms effectively.
Which marketing veterans or leaders do you admire and find inspiration from in your professional journey?
While “Start with Why” by Simon Sinek or Seth Godin has helped me with some basics. I believe the space in marketing is evolving at a pace like never before. One needs to consistently keep up with cultural relevance, trends, and technology.
