Best Time To Be In Marketing: Roshni Das, Intel Solutions & Services India
Intel is counted among the top names in the technology space despite being a brand that empowers other brands. In India, Intel has continued its efforts to stay connected with its different kinds of consumers, and Roshni Das has grown in the ranks to look at markets beyond India, as she leads the marketing leadership at the company to newer heights.
In a conversation with BW Businessworld, this top marketer provided insights into the role of marketers, the future of marketing budgets, the interplay between media, the impact of technology and the rise of sustainability.
Creating Value
Das emphasises India’s growth potential, driven particularly by the country’s vibrant digital landscape and thereby reflected in the rise of marketing spends in the country. “India is a bright spot in the APAC and Japan region, thanks to rapid digitisation. Irrespective of budget fluctuations though, it is important for us, as marketers, to focus on proving value, driving efficiency, growth and value creation,” she says.
“This is the best time to be in marketing because as marketers, we have the power to shape culture,” Das comments on a broader note, stating that the time is now to embrace technological innovations and understand changing consumer behaviour.
“We don’t have the option to ignore the likes of artificial intelligence (AI) or Generative AI. The faster we unlearn and adapt, the better equipped we will be,” she remarks. Marketers should understand the importance of asking the right questions and leveraging available tools to enhance efficiency and creativity.
Sustainability in Marketing
In context to the increase in purpose-driven marketing or sustainability in messaging, Das cautions against woke-washing, asserting authenticity. This concern is shared by the industry per se as many brands are seen supporting a cause in their messaging but not in their action. Das points out that sustainability efforts should be integrated into a brand’s product narrative and extended to green advertising practices.
This will continue to be an important area of focus for young marketers, some of whom are still coming to terms with what marketing means in the present technology-driven world. For these aspiring marketers, Das has some simple advice. “Embrace change, keep learning, play with tools and add value,” she says. She encourages young marketers to seize the opportunities presented by digital disruption, striving to create mutual value for consumers.
The time ahead with bring newer challenges for technology marketing leaders as their strategies must drive business and marketing spends must show returns on investments. However, for Das, this is business as usual, keeping her among top marketing leaders.
