What Pallavi Singh teaches about brand purpose

So as women, I think what we can do is that really have whatever subject we are handling, we should be so good at it that you can't be avoided. So Padhavi, what keeps you going on a daily basis? It's lovely to meet you, Priyanka. You have a very beautiful smiling face. What keeps me going is one is I think I follow a philosophy which has kept me going for a long time as a youngster, as a young adult and now as I progress in my career going forward. I'm in relationships is that what you control is just internally as a person you are

and your environment changes. So I think that's something which has been my philosophy for life. You know, and in my career life as well. Other things which keep me going is also I love to play football. I just joined all girls football team which is called Gurgaon Runners. And I spoke about influencer marketing just a while back at Raihti Newsroom. Which was very interesting because this girl Neha Yadav runs this community and we are very interesting women playing soccer like badass, kickass women.

It's a lot of fun and you know it de-stresses me and I meet such interesting women who are doing so well in life. And it's a great learning as well. So these are things which keep me going and I of course love to travel. And I do a lot of hikes as well with my husband and riding more sarkas. So in a scenario today where data and technology is of utmost importance, as a marketing head what is your approach to understanding your consumer better? So a great question actually. I think it's very important to have the right tools.

And like I said technology is the enabler. For example for us we have taken the entire Adobe Experience Cloud. And that is something we need to understand that as marketers and not just marketers as businesses. We have to invest in fundamental tools which will not just help your own particular vertical but organizational goal is to ensure that we are able to deliver that experience to the end consumer. And I think that's what Adobe is going to do for us. And technology will help us today.

If I've got you know whether it's your social media handles or your experiential cloud or a website. It's very very important that the customer journey has to be very seamless. I shouldn't be disturbed by the brand with unnecessary information which I don't need. And that's our intent. And how we are using technology to ensure that what customer needs that is the information just to be delivered to he or she. Not unnecessarily which customer doesn't want to consume today.

So what really also intrigues me apart from the exciting launch you're speaking about which is happening next year is you have said that MG is going to bring the romance back in advertising. Can you give us a sneak peek into that? Yes. So I think it's so important you know if you remember back in the days in the 90s whether they were marketers or content publishers or advertising we did very bold advertising. But now everybody has become very let's not do that. We'll offend that somebody. We'll offend.

But you know if we and MG is a very bold brand back in the 80s we managed to do a campaign. There was a campaign which was your mother would not like it. And it's a very bold campaign. But today if you were to do that maybe you know people would question. But I think it's very important for marketers to bring that fun to bring that emotion back. And so we are doing a campaign which is called we just launched it. It's called recreate the magic which is basically what we're trying to say today in Delhi, Bombay, Bangalore, any part of our country today.

You go to people who crave about Delhi. It's not good in Delhi. It's not good in Delhi. It's not good in Delhi. But there is a lot to enjoy in your city today. Kventus, one coffee shop which everybody liked to go when I was in college I did. I think most of you would have or you would have. Is that you know just going early morning getting up your friend, your boyfriend, your husband, your friends, you go up early morning, take a ride, drive, go to Kventus and have a cup of coffee. And that to me is really recreating magic in your city.

You are in an industry where we don't see women leadership at top levels, right? And you have been in the automotive space. So have there been instances that you could share with us where you could feel the impact which is in a very dominated industry? Were there particular instances in a board meeting where you could share that there was a difference that you were a woman? You know what I'm getting at. Yeah, yeah. So can we talk about that? I think it's a constant battle. Right. And as women it will always happen because that's how the society is.

There are times when you sit in a boardroom or a meeting room where if you're, you know, the other gender is talking about something, everybody listens very carefully. Yes. Because when a woman talks, sometimes people start feeling on their followers, people start doing that. So as women, I think we, what we can do is that really have what is whatever subject we are handling, we should be so good at it that you can't be avoided. I think there is a battle. It will take time. The minds are changing. There is a shift happening.

It will take some time, but we have to take onus of it. We will have to bring that change. Like we spoke in the beginning as well, that if we do not have the skillset, we will have to, I think if a man is 100% on skillset, we have to be 200% on skillset. So whatever your subject is, you are so good at it that people just cannot avoid you. I think that is very, very important.