1345 – 1355 Hrs. Welcome Address Mr. Harshavardhan Neotia
Chairman, CII Suresh Neotia Centre of Excellence for Leadership and Chairman, Ambuja Neotia Group
1355 – 1415 Hrs. Special Address:
Reading and Responding to Change
Ms. Rama Bijapurkar
Management Consultant
1415 – 1435 Hrs. Keynote Address:
Marketing in Recessions
Prof. Nirmalya Kumar
Lee Kong Chian Professor of Marketing Singapore Management University
1435 – 1445 Hrs. Concluding Remarks Ms. Indrani Kar
Head CII – Suresh Neotia Centre of Excellence for Leadership

In the wake of the pandemic, customers are behaving differently, markets are shrinking, categories are at risk and companies are looking to protect cash reserves by cutting ad spends. The marketing function has to 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 proving ineffective, agile marketers now need to place a greater focus on other tactical levers to improve effectiveness and help move through the crisis and out the other side.

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

Moderator: Mr. Bharat Puri
Chairman, CII National Committee on FMCG & Managing Director Pidilite Industries
Speakers: Mr. Amit Syngle
Managing Director and CEO Asian Paints

Mr. Sunil Kataria
CEO – India and SAARC Godrej Consumer Products

Mr. Sameer Satpathy
Divisional Chief Executive – Personal Care ITC

Mr. Vivek Sunder
Chief Operating Officer Swiggy

As net consumer optimism declines, consumers are spending more on essentials and cutting back on discretionary expenses. Due to a near collapse of in-person marketing engagement, consumers are shifting to online and digital platforms and are more calculative in their purchase considerations and brand loyalties. With estimates suggesting that some form of social distancing may continue over the next two years, the pandemic will have a long-term effect on the psyche and outlook of consumers. These changes are leading to broader shifts in marketing tactics and investments within departments as marketing leaders scramble to adapt to a new and uncertain future.

The session will deliberate on the profound changes to consumer behaviour by focusing on the key moments in customers’ buying journeys. Experts will discuss the implications of the “homebody economy”, and how customer loyalty and retention are emerging as challenges in a crowded online marketplace. As brands explore ways to connect with consumers locally, customer personas, brand messaging and even a company’s product strategy may need to significantly evolve in light of the realities of a post-COVID-19 world. The session will showcase how, in the light of these changes, the Marketing function needs to transition from a “value for money” to a “value for experience” proposition.

Moderator: Mr. Abheek Singhi
Managing Director and Senior Partner Asia-Pacific Leader, Consumer and Retail Practice Boston Consulting Group, Mumbai
Speakers: Mr. Ajay Khanna
Chief Marketing Officer Amway

Mr. Amit Doshi
Chief Marketing Officer (India and South Asia) Lenovo

Mr. Sanjay Gupta
Marketing Director - APAC Uber

Social distancing and safety norms have been very disruptive to companies and consequently to traditional advertising models too. Consumers now align more closely with family, friends and local businesses and the safety concerns can further amplify customer distrust in brands. Homebound consumers are driving a substantial jump in social media traffic and influencers are nimbly adjusting their content to this by focusing on fitness, healthy eating, hobbies, or life advice. In effect, influencers have been ‘homefluencers’ by connecting with followers who place greater trust on their advice as compared to traditional ATL marketing messages. Also, as Facebook, Instagram, and other social media platforms enable consumers to make in-app purchases by clicking a call to action in a post, ‘socially shoppable’ customers can directly buy products they’re interested in without even leaving their feeds.

The session will deliberate on how marketers can leverage cost effective micro influencer programs and social media platforms to win back a more consumer trust. Experts will review how customer endorsements in the form of E-WoM (word of mouth) and customer referrals can dramatically alter a brands impression over the mid to long term. The session will also attempt to highlight how brands can build and communicate the elements of value to drive service and trust across customer touchpoints through robust feedback loops powered by AI and conversational marketing tools. Participants will learn that that Trust is not just a buzzword but also a critical enabler of competitive success.

Moderator: Ms. Preeti Reddy
Chairman, CII IWN Maharashtra and CEO South Asia - Insights Division Kantar
Speakers: Ms. Khushboo Benani
Content, Influencer Marketing, Brand Advocacy Head Diageo India

Mr. Arvind RP
Director - Marketing and Communications McDonald's India (West and South)

Mr. Sharad Somani
Digital GTM Leader - South Asia & South East Asia Western Union
Keynote Address Prof. Tim Calkins
Clinical Professor of Marketing, Kellogg School of Management Northwestern University
Masterclass Mr. John Hall
Co-founder Calendar.com
Keynote Address Prof. Jan-Benedict E M Steenkamp
C. Knox Massey Distinguished Professor of Marketing Kenan-Flagler Business School University of North Carolina
Masterclass Dr. Darren Coleman
Managing Consultant & Founder Wavelength Marketing