VP- Marketing, Maruti Suzuki India Ltd.
On factors influencing media plan: There are so many choices now, and all of them are evolving. Earlier it was very simple, you just had the traditional media and it was so easy to draw up a plan. Today digital is becoming more important. You have got outdoors which is becoming much more organized. You have got magazines which are giving you so many different niches. And you have to see how you can use these different opportunities which are coming your way. Not very easy, but it’s the right time to be a marketer, because you can reach your very diverse kind of audiences living in the most fragmented manner, very easily. On creative hindrance: The way forward for marketing is about using different media solutions that we have to the core. The problem which comes with so much of fragmentation and so many opportunities, the creative solutions that are there become a hindrance at times because that’s where there is still a stagnation or limitation. So there’s a little bit of concern - how do I make so many creative stories as my audience of today?