Byjus' Atit Mehta Navigates Marketing With Authenticity & Innovation
Carving an illustrious career, Atit Mehta has made an indelible mark on the world of marketing in India. He shares that his fascination with advertising in his early days ignited his passion for marketing. A significant turning point saw him at GroupM agency Mindshare, where he collaborated with Unilever, fostering invaluable insights into media-driven marketing. This experience laid the foundation for his foray into Hindustan Unilever, where he interacted with many brands and their custodians, honing his marketing acumen.
Authenticity Over Greenwashing
Mehta delves into the crucial realm of sustainability in marketing, pressing on the need for authenticity versus greenwashing. He says, “Consumers, especially the young generation, read and understand what companies are doing. If one is trying to greenwash, sooner or later, you are going to lose the consumer.”
Addressing the rise of newer technologies, Mehta sees it as an enabler rather than a replacement for human creativity. He explains, “AI might help, it will give you a starting point and an ending point, but you will still be the core.” He further emphasises that AI can enhance efficiency while acknowledging that creativity remains deeply individualistic.
Mehta encapsulates his marketing journey as “enriching and satisfying”, where the art and science of marketing converge to create impactful campaigns.
