Programme

1400 – 1410 Hrs Welcome Address Mr. Harshavardhan Neotia
Chairman, CII Suresh Neotia Centre of Excellence for Leadership and
Chairman, Ambuja Neotia Group
1410 – 1440 Hrs Keynote Address:
“Win-Win Business Models: Driving Impact and Profit at the Bottom of the Pyramid”
Prof. Amitava Chattopadhyay
GlaxoSmithKline Chaired Professor of Corporate
Innovation—Professor of Marketing
INSEAD
1440 – 1450 Hrs Concluding Remarks Ms. Indrani Kar
Head
CII – Suresh Neotia Centre of Excellence for
Leadership

In the wake of the pandemic, customer behaviours have evolved, markets have shrunk or changed dramatically, and some categories have become less relevant than before. As companies remain cautious with deploying cash reserves, the marketing function must now operate with limited resources and only the most creative business strategies will help steady the boat. The CMO needs to become a chief innovator, and distributed innovation across the organization can help steer the course to business recovery. With traditional marketing strategies needing a rethink, agile marketers are placing a greater focus on other tactical levers to improve effectiveness and drive sales and out the other side.

With the crisis accelerating brands’ move to digital, the session will deliberate on how business leaders can guide marketing teams through uncertainty. Experts will highlight how a dramatically altered customer path to purchase now necessitates a renewed focus on enabling seamless customer experiences. The session will showcase a shift in strategy including how companies need to invest more in cost-effective marketing strategies while constantly re-assessing every possible touchpoint for the brand across paid and owned channels.

Session Moderator: Ms. Lulu Raghavan
Managing Director
Landor & Fitch India
Speakers: Mr. Girish Agarwal
Director
Dainik Bhaskar Group

Mr. Sadashiv Nayak
Chief Executive Officer
Future Retail

Mr. Jayant Khosla
Managing Director & Group Head
VLCC Health Care

Mr. Kalpesh Parmar
Country General Manager
Mars Wrigley India

As net consumer optimism declines, consumers are spending more on essentials and Marketing has never been more complex. Sweeping global issues such as the Covid pandemic and the climate crisis have altered consumers’ expectations from businesses. Digital technologies have led to today's consumers preferring highly personalized experiences, with the point of sale being anywhere and anytime, delivered across dozens of touchpoints and devices. This combination of diverse forces has necessitated businesses to harness their full capabilities by transforming into a modern marketing organisation, requiring also that they become more agile, interdependent, and capable in driving growth.

Against this background, this session will highlight how marketing organizations and teams today need to be rewired for speed, collaboration, customer focus and driving ROI. The session will showcase how a MMO can be designed to use data-informed methods which marketers can use to further configure capabilities for a volatile new market environment. As against the traditional way to create content, for instance, which rolls out periodic, one size-fits-all campaigns that can be modified only to a limited extent, experts will showcase how MMO’s leverage systems that allow for large volumes of messages and content to be constantly created and then adjusted as needed to connect with consumers through the clutter

Session Moderator: Mr. Nikhil Rungta
Vice President and Country Manager
Yahoo
Speakers: Mr. Pankaj Parihar
Vice President & Head - Digital & Digital Transformation
Godrej Consumer Products

Mr. Pankaj Rana
Business Chief - E-Commerce, E-Store, Platform Marketing and Consumer Experience
Panasonic India

Mr. Sagar Boke
Head - Customer & Shopper Marketing - Foods & Beverages
TATA Consumer Products

As brands re-emerge, CMOs are witnessing patterns of consumption and purpose very different from those seen before. Consumers are increasingly expected to make “right” choices about what they buy or do and will increasingly be criticized if they don’t. While the fundamentals of brand building remain the same, the "how" is much different. Marketers are realising that as brands are still faced with a myriad of uncertainties, new playbooks are needed.

This session will deliberate on why business leaders and marketers must put purpose at the heart of what they do, not just to ‘make the world a better place’ – but to strengthen a brand and engage with changed consumer demands.

Session Moderator: Ms. Soumya Mohanty
Managing Director, Client and Quantitative, Insights Division
Kantar
Speakers: Mr. Ajay Kakar
Chief Marketing Officer
Aditya Birla Capital

Ms. Jayati Singh
Global Head- Marketing and Corporate Communications
Tally Solutions

Mr. Supratik Sengupta
Head of Marketing - Consumer Health (OTC)
Lupin

Ms. Bianca Ghose
Chief Storyteller and Head of CEO Communications
Wipro
  Prof. Utpal Dholakia
George R. Brown Professor of Marketing, Jesse H. Jones Graduate School of Business
Rice University
  Dr. Marcus Collins
Clinical Professor of Marketing
Stephen Ross School of Business
University of Michigan
  Prof. Ajay Kohli
Gary T. and Elizabeth R. Jones Chair & Professor of Marketing,
Scheller College of Business,
Georgia Institute of Technology

The pandemic has accelerated digitization strategies for brands, as consumers increasingly interact with and purchase products through online platforms and marketplaces. Combine that with one thing that hasn’t changed — the expectation to deliver a seamless experience — and there is even more pressure on brands to build trust and maximize advocacy and retention beyond a single transaction, bringing customer relationships to the forefront.

As customers may be on multiple journeys across different platforms and touchpoints, the session will highlight how thinking in terms of journey orchestration can be advantageous. Experts will showcase how journey orchestration uses real-time data at an individual customer level to analyse current behaviour, predict future behaviour, and tweak the journey to grow customer lifetime value, as well as drive operational efficiency and business results. The session will also highlight how real-time decisioning across channels, is equally important for crisis preparedness and recovery.

Session Moderator: Ms. Nimisha Jain
Managing Director and Partner
Global Leader - Center for Consumer Insight
Boston Consulting Group (BCG)
Speakers: Ms. Bidisha Nagaraj
Chief Marketing Officer
Schneider Electric India

Mr. Rajesh Kumar
VP Marketing - India & South Asia
UI Path

Mr. Manav Sethi
Chief Marketing Officer
Octro

Ms. Meghna Apparao
Chief Business Officer
Licious

As consumers pivot away from physical access to brands of their preference in a digital-first world, the relationships between them are also under threat. While the effect has been more pronounced for traditional companies, even tech-driven companies are under pressure to not lose their customers as differentiation thins and competition thickens. The pandemic has also upended the consumer-brand relationship and propelled businesses and shoppers into uncharted territory.

The session will showcase how successful marketers are navigating choppy waters to maintain loyalty as customers hold on to their money in the face of economic uncertainty and look for greater value in those items they do purchase. Experts will highlight how shifting loyalty, driven by changes in consumer spending behaviours are prompting brands to reinvent the way they connect with customers in both online and offline environments.

Session Moderator: Mr. K Ramakrishnan
Managing Director – South Asia
Worldpanel Division
Kantar
Speakers: Ms. Shailja Joshi
Associate Director - Marketing
PepsiCo India

Mr. Smerth Khanna
Business Head - Ecommerce
Dabur India

Mr. Mohit Kapoor
Group Vice President -Advertising & Innovations
Jio Platforms

The pandemic drastically transformed consumer behaviour with an accelerated shift to e-commerce as brick-and-mortar stores became inaccessible. Even after the initial spurt, an upward trend is still evident. Marketers need to adapt and capitalise on the enormous opportunities offered by this ecosystem.

In order to offer consumers the journey they desire, the session will showcase how marketers must understand the future of experience-led capabilities and how Social, E-commerce and conversational commerce will be key components of that future. Experts will also deliberate on an ideal Marketers response in terms of creating DTC roadways or leveraging owned or other online platforms and marketplaces.

Session Moderator: Mr. Rajat Wahi
Partner
Deloitte
Speakers: Ms. Garima Dikshit
Head - eCommerce and Modern Trade
Mondelez India Foods

Ms. Deepika Sabharwal Tewari
Chief Brand Officer
WOW Skin Science

Mr. Parth Joshi
Chief Marketing Officer
BharatPe
Speaker Dr. Jagdish N. Sheth
Charles H. Kellstadt Professor of Business, Goizueta Business School
Emory University
Speaker: Mr. John Jantsch
Bestselling Author & Marketing Consultant
Duct Tape Marketing
Speaker: Mr Brendan Kane
Founder and Managing Partner
Hook Point and Bestselling Author
Moderator: Mr. Sunder Madakshira
Head of Marketing
Adobe India