Author

Masaba Naqvi

Articles

The Biggest Problem In Marketing Is Fragmentation, Not Creativity : NYX’s Amit Verma

There are days when marketing feels less like a discipline and more like a group project nobody fully volunteered for, tabs open, dashboards blinking, creatives stuck in review loops, and someone somewhere asking for “just one more performance report” at 11:47 pm. And then there are conversations like this one, where that chaos is not […] The post The Biggest Problem In Marketing Is Fragmentation, Not Creativity : NYX’s Amit Verma appeared first on Marketing Mind.

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What Did Parle’s Mayank Shah Say About The Viral ‘Melodi Meets Melody’ Moment?

Sometime ago, when all of us thought only our feeds were flooded with “Melodi”, the internet’s favourite mashup of Meloni plus PM Modi memes, turns out we were definitely not alone. Because somewhere along the way, even our Prime Minister Narendra Modi seems to have fully acknowledged the assignment. And honestly, nothing proves that more […] The post What Did Parle’s Mayank Shah Say About The Viral ‘Melodi Meets Melody’ Moment? appeared first on Marketing Mind.

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Darshana Shah Exits Aditya Birla Capital As CMO

Darshana Shah has moved on from Aditya Birla Capital, where she had been serving as Group Chief Marketing Officer. In her role, she had been leading marketing, digital transformation and customer experience initiatives for the company. Shah has exclusively confirmed the development to Marketing Mind. Before taking up the Group CMO role, she had worked […] The post Darshana Shah Exits Aditya Birla Capital As CMO appeared first on Marketing Mind.

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Brand Building Itself Is Performance Marketing: Continental Coffee’s Raja Chakraborty

Every scroll, every tap, every “Add to Cart” feels like a small win. We live in a world where marketing has become instantly measurable, where dashboards glow with numbers and success seems just a conversion rate away. But somewhere between chasing performance and building perception, brands have begun to drift. Because while clicks can be […] The post Brand Building Itself Is Performance Marketing: Continental Coffee’s Raja Chakraborty appeared first on Marketing Mind.

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Rahul Sharma Explains Why Red Chief Has Put 70% Of Its Marketing Budget On Sneakers

For a brand that has spent decades being synonymous with durability and leather craftsmanship, the real challenge today is not awareness, but perception. Red Chief does not need to introduce itself to consumers; it needs to reintroduce what it stands for in a market that has rapidly shifted toward lifestyle, sneakers, and fast-moving trends. Its […] The post Rahul Sharma Explains Why Red Chief Has Put 70% Of Its Marketing Budget On Sneakers appeared first on Marketing Mind.

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Who’s Really in Control: Brands, Influencers Or The Algorithm?

There was a time when brands spoke and consumers listened. Today, brands suggest, and influencers translate, reinterpret, and sometimes completely rewrite the script. Somewhere between a 30-second TVC and a 15-second Reel, the balance of power has quietly shifted. At ad:tech, this evolving dynamic has taken center stage in a conversation that has felt less […] The post Who’s Really in Control: Brands, Influencers Or The Algorithm? appeared first on Marketing Mind.

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Designing Recall, Not Reach: Hansgrohe’s Vishal Gupta On The Marketing Playbook For 2026

“Success in 2026 will be defined by brand consideration uplift among key decision influencers, measured through quality engagement with architects and designers, and recall at the early stages of the consumer journey,” Vishal Gupta, Commercial Director – Sales and Marketing, Hansgrohe India, said. “It will indicate that Hansgrohe is present in core conversations well before […] The post Designing Recall, Not Reach: Hansgrohe’s Vishal Gupta On The Marketing Playbook For 2026 appeared first on Marketing Mind.

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AI Is A Tool But The Real Crisis In Marketing Is the Death of Thinking: Ormax WhatNext’s Adnan Pocketwala

There is a peculiar irony to modern marketing. It has been busy. Very busy. Brands have been posting more, spending more, tracking more, and refreshing dashboards more often than they would like to admit. Campaigns have gone live, reports have been downloaded, numbers have been celebrated, debated, and occasionally screenshot for internal glory. And yet, […] The post AI Is A Tool But The Real Crisis In Marketing Is the Death of Thinking: Ormax WhatNext’s Adnan Pocketwala appeared first on Marketing Mind.

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2025 Gave Us Identity, 2026 Will Scale It: Libas’ Nisha Khatri

Years, like people, have personalities. Some rush past in a blur of targets and tactics. Others have paused long enough to ask uncomfortable questions and, in doing so, have left a brand irrevocably changed. For Libas, 2025 has not merely been a year of expansion; it has been a year of introspection made operational. A […] The post 2025 Gave Us Identity, 2026 Will Scale It: Libas’ Nisha Khatri appeared first on Marketing Mind.

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Omnichannel Is No Longer Strategy, It’s Hygiene: Siddharath Bindra On What 2026 Demands

As the calendar prepares to fold itself into memory, 2025 stands not merely as a year gone by, but as a chapter, densely written, richly textured, and deeply instructive. For Indian fashion, it was a year of recalibration. For BIBA, one of the country’s most enduring ethnic wear brands, it was a year of intent, […] The post Omnichannel Is No Longer Strategy, It’s Hygiene: Siddharath Bindra On What 2026 Demands appeared first on Marketing Mind.

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