Brands Must Evolve: Embracing Diversity in India’s Marketing Sphere
Shubhranshu Singh, the dynamic CMO of Tata Motors, recently made waves by emphasizing a vital truth in branding: **it’s time for marketers to move beyond the confines of Hindi and English** and fully embrace the rich tapestry of India’s cultural spectrum. In a recent interview, Singh reflected on India’s role in the global branding landscape, celebrating its growing influence and the opportunities that lie ahead. Let’s dive into his thoughts and uncover what this means for the future of branding in India.
Recognition on a Global Stage
Upon being recognized as one of Forbes’ 50 Most Influential CMOs globally, Singh described the moment as **deeply humbling**, highlighting that **this accolade resonates beyond personal achievement**. It signals India’s burgeoning status in the international marketing ecosystem, where brands like Apple, Meta, and Coca-Cola dominate. This recognition underscores India’s capacity for **cultural imagination and strategic depth**, setting a precedent for global brands to take Indian creativity seriously.
The Effie LIONS Board: A Platform for Change
As the sole representative from the Asia-Pacific region on the Effie LIONS board, Singh champions the cause of inclusivity in marketing. This platform, born from the merger of Cannes Lions and Effie Worldwide, aims to **expand marketing education and capability** for underrepresented regions. **”My goal is to create pipelines of access for aspiring marketers,”** he stated. There’s a need for tools, training, and mentorship to empower India’s nearly billion content creators to transition from consumers to **trusted creators**.
Key Trends from Cannes 2025
Singh identified six transformative trends from Cannes 2025: **Convergence, Content, Creative Intelligence, Creators, Commerce, and Cadence**. These elements aren’t merely trends; they are revolutionizing how brands integrate into culture and media. During discussions with industry leaders at the CNN CMO roundtable, the primary focus was on **building trust** in an increasingly noisy digital landscape, highlighting the need for authenticity in branding.
The Indian Marketing Landscape: Strengths and Weaknesses
India’s marketing ecosystem is thriving, propelled by its **mobile-first culture** with 850 million smartphone users and projected digital ad spends of **$25 billion by 2025**. While short-form videos and vernacular content are gaining traction, **the fragmentation of content remains a challenge**. Singh noted, **”We suffer from sameness fatigue,”** stressing the need for coherence in messaging, especially in diverse regional markets.
India’s Creative Potential on the Global Stage
Are we ready to shine on the global stage? **”We’re not just ready— we’re already there,”** Singh declared. Thanks to **digital leapfrogging**, India has become adept at platforms like YouTube Shorts and Instagram Reels. Emphasizing the need to shift the narrative, he pointed out that India is a **creative powerhouse** and should champion this identity rather than view itself as a production hub.
Bharat vs. India: Finding the Balance in Branding
Understanding the dichotomy between Bharat and India is crucial for brands today. As Singh aptly put it, **“You can’t build a national brand without embracing the diversity of languages and cultures.”** Brands must move beyond the traditional Hindi-English narrative and tap into the authentic aspirations of Tier 2 and 3 markets. These consumers are not “lesser”; they are simply different, demanding attention and respect.
The Role of AI in Creativity
The rise of AI presents both challenges and opportunities. Singh believes that while **AI can enhance efficiency**, it must not **compromise the emotional depth** of creativity. **”Technology should scale imagination, not flatten it,”** he noted, urging brands to maintain their emotional bandwidth while embracing innovation.
Branding as Culture: More than a Department
Singh insists that **branding is not just a marketing function—it’s a cultural ethos.** At Tata Motors, branding is about **trust and reliability**, particularly regarding livelihoods tied to commercial vehicles. Authentic branding manifests in living one’s purpose, creating a **cultural shift** that extends far beyond marketing campaigns.
Empowering the Next Generation of Marketers
For young marketers, Singh offers crucial advice: **”Marry data with storytelling.”** It’s vital to craft messages with a **human touch** rather than overly focusing on platforms. Consistency in branding, he advises, drives recognition while ensuring global narratives don’t overshadow local sensibilities.
The Essence of Timeless Marketing
Ultimately, great marketing hinges on understanding consumers’ **hopes and fears**. It’s about standing out in a sea of noise and creating **emotional connections** rather than temporary clicks. Singh captures this sentiment perfectly: **“If it doesn’t move you, it won’t move the market.”** This essence is what brands need to embrace as they navigate the evolving landscape of Indian marketing.
The time is now for brands to **expand their horizons**, celebrating India’s vibrant diversity in messaging and creativity. As we venture into this new era of branding, the future looks promising for those willing to craft a narrative that resonates across cultures.
