Aman Gupta Steers boAt Lifestyle's Marketing Success
As the co-founder and chief marketing officer of boAt Lifestyle, Aman Gupta steers the ship of marketing in the tech-savvy waters of India, making the brand scale newer heights in a cluttered market.
Marketing Spending Resilience
Amidst the global slowdown, India stands resilient, a bright spot in the economic gloom. Gupta predicts that advertising spending will continue to drive consumption, leading to an upswing in marketing and advertising budgets. With the festive season and major sporting events approaching, Gupta says, “A substantial surge in marketing investments from brands seeking to enhance their visibility and reach will be seen with events like the ICC World Cup and Asian Games on the horizon.”
While digital platforms continue to dominate, Gupta believes that traditional media, such as television and print, will not lose ground. New-age brands recognise the enduring value of these channels in building credibility, particularly among audiences wary of the digital landscape. The shift towards connected TVs and digital out-of-home advertising reflects the evolving media landscape, where adaptation to technological advancements is key to coexistence and a strong return on investment. He asserts, “Adapting to technological advancements and catering to evolving consumer preferences that allow various media channels to coexist and yield a strong return on investment is the key.”
Trends In Tech Wave
As marketers riding the tech wave, Gupta believes that AI won't replace humans but augment their capabilities. Short-term trends include increasingly personalised communication, enhanced content generation, and collaborative efforts between humans and AI systems. Looking ahead, long-term trends involve the widespread adoption of mixed reality videos, interaction with AI-powered chatbots, and native dubbing for video assets. These trends reshape marketing's landscape, demanding a blend of human creativity and AI-driven efficiency.
Gupta challenges the notion of marketing as a ‘cost’. He views it as a strategic investment that sets brands apart in a crowded marketplace. In a period of converging products and pricing structures, effective marketing strategies become the key to accelerated growth, reinforcing marketing's role as a growth generator.
Challenges and Considerations
Gupta raises three pivotal concerns in marketing today. He states, “The first challenge is engaging in the ongoing competition for consumer’s attention in the digital realm and effectively conveying a compelling narrative within the brief span of 15 seconds. Second, mastering the art of consistent, purpose-led and impactful marketing in a country as diverse in language and culture as India. And third, is the rapid integration of emerging technologies to continually enhance marketing strategies.” These challenges underline the dynamic and ever-evolving nature of marketing.
