The 5 Most Remarkable CMOs to Watch in 2025

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Turning Purpose into Action Marketing's Role in Leading ESG and Sustainability Narratives

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2025 From Metrics to Meaning Measuring What Really Matters in Marketing

Marketing is no longer about the stuff that you make, but about the stories you tell.

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CREDITS MANAGING EDITOR

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ART & DESIGN HEAD

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Abhishek Roy

Abhilash Singh

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Nisha Salunke

MARKETING MANAGER

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Rohan Agrawal

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Editor's Perspective

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arketing was once a megaphone—loud, linear, and one-directional. It shouted from rooftops, filled airwaves, and painted billboards with persuasive promises. But time has rewritten the rules. Marketing today is a conversation, a commitment, and a living, breathing relationship between brands and the people they serve. It listens as much as it speaks. It reads the room, respects its audience, and responds with empathy, agility, and purpose. What once centered on campaigns now centers on connection, and the minds behind this shift are shaping culture, values, and trust.

Unveiling the New Face of

Marketing Leadership In this special edition, The 5 Most Remarkable CMOs to Watch in 2025, we bring you a curated spotlight on the boldest marketing visionaries who are redefining what it means to lead with creativity, clarity, and conscience. These aren't your typical brand stewards. They are storytellers, risktakers, and insight-driven leaders who are building bridges between companies and communities—one bold idea at a time. The motive behind this edition is to recognize the individuals turning marketing into a mission. Through data, design, and human insight, these changemakers are demonstrating that marketing isn't just about selling, it's about serving, standing up, and standing out. The future of marketing won't be measured by reach alone, but by resonance. It will reward those who are curious enough to question, brave enough to disrupt, and wise enough to listen. As you read through the stories in these pages, you'll glimpse the new face of marketing leadership, one that's equal parts heart and strategy, insight and intuition. The kind that doesn't just follow trends but dares to set them. BM

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Abhishek Roy - Managing Editor

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Bringing Multicultural and Multisector Experience to the Forefront of Sustainability Marketing

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TABLE OF

CONTENT

Deepesh Rastogi Building Intelligent Journeys in IT and Customer Experience

Tanishk Pandey Shaping Modern Wellness Through Ayurveda and Storytelling

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From Metrics to Meaning: Measuring What Really Matters in Marketing

Turning Purpose into Action Marketing's Role in Leading ESG and Sustainability Narratives

C o v e r

S t o r y

Neha Saxena Head of Marketing, Accacia

Bringing Multicultural and Multisector Experience to the Forefront of Sustainability Marketing

Today's marketers need to speak three languages: audience empathy, algorithmic logic, and commercial impact. Crossfunctional fluency is no longer optional.

The 5 Most Remarkable CMOs to Watch in 2025

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very day, the global conversation shifts—carbon footprints are no longer an afterthought, and sustainability isn't a distant goal, but an urgent mandate. As industries look for ways to adapt, innovate, and thrive while preserving the planet, the line between technology and the environment is growing ever closer. From AI-powered climate-tech platforms to green construction aggregators, the race is on to build a future that is not just sustainable, but regenerative. Amid this groundswell of innovation, one voice is helping steer the message—and the mission—with clarity and conviction. As Head of Marketing at Accacia, Neha Saxena is at the helm of a climate-tech AI platform and green construction aggregator, turning complex emissions data and net-zero targets into stories that move markets and mindsets. Neha Saxena's career spans multiple industries and geographies, yet her leadership has consistently been guided by a clear set of principles: empathy, clarity, and adaptability. Whether she was shaping consumer experience at Charles & Keith across APAC or leading sustainability marketing at Accacia on a global scale, Neha has remained committed to listening with intent, aligning teams around a shared vision, and adjusting strategies in response to cultural and market nuances. These core values have served as her compass across sectors ranging from FMCG and retail to the rapidly evolving world of PropTech. Leading a Revolution in Emissions Tech For Neha, the most defining project of her career has been leading the company's integrated marke ng transforma on. Unlike previous roles

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where the focus was on building brands within established categories, Accacia presented a rare, ground-up opportunity—to cra not just a brand, but an en rely new category: Sustainability Tech. At Accacia, sustainability wasn't treated as a marketing angle—it was the product. Neha positioned the platform as more than just a tool for carbon accounting; she framed it as a partner in real estate's decarbonization journey. By fusing climate data with compelling storytelling, she engaged key stakeholders to not only measure emissions but reimagine their role in shaping a low-carbon future—through smarter materials, greener buildings, and proactive energy strategies. This role marked a fundamental shift for Neha: from marketing consumerist products to championing sustainability as something deeply aspirational. It became a confluence of her values—purpose-led innovation, measurable impact, and using marketing not just to sell, but to mobilize change. The Predictive Horizon of Personalization Neha believes that AI is poised to radically transform personalization—from being reactive to truly predictive. Over the next five years, she sees hyper-personalized experiences becoming the norm across consumer goods, retail, real estate, and even healthcare. By leveraging realtime behaviors, contextual triggers, and subtle micro-indicators, brands will create journeys that anticipate user needs before they're explicitly expressed. Whether it's autoreplenishment of household staples in FMCG, personalized colourways in fashion, or region-specific green solutions in real estate, Neha envisions

a marketing future where AI doesn't just serve the customer—but intuitively understands them. Turning Insight into Action Reflecting on real-world impact, Neha recalls her time at PepsiCo, where AIpowered cart analysis revealed a surprising drop-off point in the eCommerce purchase journey. Acting on these insights, the team restructured product detail pages and created platform-specific content at scale, driving a more than 40% uplift in conversion rates. At Accacia, a leading sustainability tech platform, she applied AI-driven intelligence to create impactful, localized narratives—leveraging geographic sustainability data to tailor content strategies. This enabled hyper-local messaging and more efficient media spending, showcasing how data and storytelling, when purposefully fused, can drive both meaningful environmental impact and marketing performance. Scaling eCommerce Across Different Terrains Neha has successfully driven eCommerce expansion across both emerging and developed markets—a feat that demands nuanced strategy. In developed markets, she notes, precision is everything. These regions benefit from robust data infrastructures and more mature consumer journeys, allowing for advanced segmentation, predictive modeling, and lifecycle marketing. Meanwhile, in emerging markets, the game shifts. The focus becomes accessibility, education, and building consumer trust. Here, mobilefirst user experiences, simplified messaging, vernacular content, and strong marketplace partnerships play a pivotal role. According to Neha, success lies in recognizing that "scale"

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has different meanings depending on context—and designing strategies that honor those distinctions without compromising agility or innovation.

understand and rally behind. She framed transformation not as a disruption, but as a shared opportunity for reinvention.

Bridging the Old and New

Leading With Cultural Intelligence

When it comes to digital transformation in legacy organizations, Neha brings a grounded, resultsoriented approach. Reflecting on her experience at Abbott, she recalls how entrenched systems often resist change—not out of defiance, but due to sheer operational complexity. Her solution was to begin small and smart: launching modular, minimum viable products (MVPs) that could demonstrate quick ROI. These early wins weren't just about metrics—they became persuasive stories that brought skeptical stakeholders on board. Neha's strength lay in translating technical shifts into language the business could

Having lived and worked across India, Singapore, and global roles, Neha's leadership style has become a blend of cultural intelligence and mindful presence. Her years in Singapore taught her the power of structure, foresight, and intentional planning, while her experiences in India instilled in her a deep appreciation for adaptability, resilience, and the ability to thrive in dynamic environments. But beyond professional milestones, Neha's approach is deeply rooted in personal awareness. A long-time practitioner of mindfulness, she sees leadership not just as a strategic

Change doesn't happen through disruption alone. Sometimes it takes one small, well-executed MVP to shift an entire organization's mindset.

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function but as an act of conscious presence. Before making decisions, she pauses. Before speaking, she listens. This reflective practice allows her to notice what isn't said—the unsurfaced concerns, the quiet tensions, the emotional undercurrents within teams. Rather than lead with assumptions, Neha begins with empathy—tuning into people, cultures, and the moment. This ability to create psychologically safe spaces, where every voice is honored and every perspective matters, is what sets her apart. By balancing global performance standards with a meditative awareness of local context and human dynamics, Neha leads teams that not only deliver but thrive—with clarity, compassion, and purpose at their core. The INSEAD Catalyst Neha credits her MBA journey at INSEAD as a pivotal moment in her leadership evolution. Immersed in a classroom that brought together more than 90 nationalities, Neha was elected Vice President of the Student Council by over 500 peers—a role that demanded not only organizational acumen but also cultural fluency and emotional intelligence. It was here that she refined her systems thinking and learned to lead from the middle, rallying diverse voices into unified action. For Neha, innovation is no longer just about disruptive ideas—it's about cultivating environments where bold thinking can thrive, evolve, and deliver collective value. Her INSEAD experience laid the foundation for the way she now influences global business strategy: inclusive, intentional, and always impact-driven.

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Curiosity, Code, and Creative Instinct According to Neha, high-performing marketing teams today must possess three essential traits: curiosity, agility, and cross-functional fluency. The traditional silos of brand versus data no longer hold up in a world where machine learning and behavioral analytics shape every campaign. Neha believes marketers now need to oscillate effortlessly between audience archetypes and algorithmic insights. In her view, the best teams are those that stay hungry to learn, adapt quickly to evolving tech landscapes, and operate seamlessly across creative, analytical, and commercial functions. For Neha, excellence in marketing lies at the intersection of adaptability and depth. Striking the Modern Marketing Balance Neha views creativity and performance metrics not as competing forces but as

complementary engines driving marketing excellence. At Accacia, she's pioneered a collaborative approach that brings content creators and data scientists into the same room—starting campaign planning with insight and ending with measurable impact. Her philosophy is clear: data should sharpen creative instinct, not suppress it. Whether it's storytelling for sustainability or positioning a new tech platform, Neha ensures that every narrative is grounded in purpose and every performance indicator reflects meaningful engagement. In an age increasingly shaped by automation, her leadership continues to champion both art and analytics. Marketing at the Edge of Sustainability and Immersion Neha is deeply inspired by the convergence of sustainability technology and immersive storytelling. For her, this intersection represents a seismic shift in how brands can engage

audiences—not just to inform, but to transform behavior. She's particularly excited about innovations like VRpowered green building walkthroughs, which bring future-forward sustainability visions to life, and blockchain-enabled material traceability, which adds layers of accountability and trust to environmental claims. In Neha's view, these technologies elevate marketing from message delivery to emotional resonance, blending the rational with the sensory in ways that truly move people. It's marketing that not only speaks—but acts. Mantra for Marketing Leaders of Tomorrow When asked what she'd tell aspiring marketers hoping to lead global transformation, Neha offers a succinct but profound mantra: own your voice, but stay in beta. She believes that impactful marketing leadership requires the confidence to take a stand and the humility to keep evolving. For Neha, transformation isn't a one-time leap—it's an iterative journey powered by curiosity, clarity, and adaptability. Her advice reflects a leadership style rooted in listening just as much as leading, and a deep understanding that global relevance is earned through continuous refinement, not static perfection. BM

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INSEAD taught me that innovation is a team sport. Bold thinking matters—but what truly scales is shared conviction and inclusive execution.

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Creativity without strategy is art. Creativity with strategy is advertising.

Deepesh Rastogi Project Manager Agilus Technologies

I've always believed that technology should serve people, not the other way around. My role is to make sure we never lose sight of that. 016

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Deepesh Rastogi Building Intel ligent Journeys in IT and Customer Experience

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eepesh Rastogi doesn't just talk about transformation—he builds it, layer by layer, user by user. With over 18 years of experience in software solutions, offering design, program management, and business development, he has established himself as a force of thought and action in the IT services and digital solutioning space. Whether creating entirely new lines of business or crafting solutions that allow clients to get more out of their existing infrastructure, Deepesh's work has always focused on one central principle: delivering tangible value as swiftly and sustainably as possible.

A Creator at Heart

Throughout his career, he's been drawn not only to the technical side of innovation but also to its emotional core—the customer. His passion lies in understanding real-world problems and developing experiences that make technology more accessible, more intuitive, and more impactful. For him, success is not just about launching products or services. It's about launching confidence in the customer's ability to realize outcomes from their tech investments—faster, smarter, and more cost-effectively.

His experience spans across disciplines, yet his strength lies in bringing them together. From scripting customer journeys to streamlining backend IT operations, Deepesh approaches each initiative with a systems-level perspective. His method involves aligning internal teams, clarifying deliverables, and building feedback loops that ensure improvements never stop once a solution is live.

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Few professionals can claim to have repeatedly built from scratch—new products, new teams, new strategies, new revenue streams. Deepesh can. Over the years, he has stepped into white spaces where structures didn't exist and drawn the lines that would later define business practices and industry norms. This gift for “zero-toone” execution has become a defining theme of his professional life. He thrives in high-pressure environments, where deadlines are tight, and stakes are high—but quality and trust can't be compromised.

Purpose-Driven Leadership at Agilus Technologies Currently serving as the SVP and Chief Sales & Marketing Officer at Agilus Technologies, Deepesh is instrumental in shaping the go-tomarket and branding strategy for a company that delivers cutting-edge IT solutions. Agilus may be relatively new as a name, but it carries the experience of over 1,000 digital transformation success stories across sectors. It is in this environment—where precision meets innovation—that Deepesh's leadership finds a natural home. At Agilus, he helps steer an organization committed to simplifying IT infrastructure through automation, analytics, and real-time visibility. The company doesn't just provide software—it delivers peace of mind to CIOs, CTOs, and tech leaders by resolving persistent challenges like interoperability issues, monitoring blind spots, and operational inefficiencies. With Deepesh overseeing Sales and Marketing, Agilus is making sure that each solution is understood not only in

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The 5 Most Remarkable CMOs to Watch in 2025

terms of its features but its relevance to actual business needs. He understands that even the smartest tech won't gain traction if it doesn't connect with people. This is why he pays special attention to product positioning, language clarity, and customer education—making sure that Agilus' advanced platform powered by open-source LLMs and generative AI isn't just smart, but trusted and usable. Technology with Empathy One of Deepesh's most distinguishing traits is his ability to blend strategic rigor with empathy. This isn't just about customer-centricity as a buzzword—it's about living the question: What would I want if I were in the customer's shoes? That perspective has shaped his belief in building not only smart systems but simple ones. His vision for IT is rooted in clarity, not complexity. The tools and frameworks Deepesh supports—whether in IT Ops automation, compliance visibility, or diagnostics—are all designed with enduser ease in mind. He often points out that sophistication in technology doesn't mean convoluted interfaces or jargoned conversations. It means

outcomes that are predictable, measurable, and repeatable. He works closely with internal teams to ensure that innovation doesn't outpace usability and that progress always stays meaningful. Entrepreneurial Drive in an Enterprise Shell Deepesh's professional DNA has an entrepreneurial code woven through it. He treats every new assignment like a startup—lean, experimental, and driven by real-world feedback. This agility has made him a powerful growth engine for the organizations he has served. At Agilus, this entrepreneurial instinct translates into spotting market opportunities early, adapting campaigns fast, and launching customer outreach programs that feel personal rather than promotional. He's also known for his strong mentorship skills. As someone who has created practices and businesses from the ground up, Deepesh enjoys nurturing talent and instilling ownership among his teams. He doesn't believe in micro-managing; he believes in guiding people to their best work by giving them the right tools and the freedom to solve problems their way.

Branding with a Brain and a Backbone Marketing is another space where Deepesh brings his storytelling ability to life. Drawing on his interest in branding, he ensures that every communication from Agilus reflects clarity, intent, and value. He's deeply invested in building not just visibility but credibility—branding that doesn't promise the moon but delivers what it commits to. With customers demanding quicker ROI and more intuitive platforms, marketing today has moved far beyond glossy brochures. It's about conveying confidence. Deepesh understands this and structures his campaigns to be informative, actionable, and aligned with the product's core promise. Building the Future, Thoughtfully As businesses become more reliant on digital infrastructure, the need for intelligent automation, proactive insights, and real-time support will only increase. Deepesh is preparing Agilus to lead that shift, not chase it. His focus remains clear: helping enterprises make smarter IT decisions, reduce noise, and accelerate impact. Through every new initiative, one thing remains constant in Deepesh Rastogi's approach—the drive to build with purpose, to create with context, and to lead with integrity. BM

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From Metrics to Meaning

Measuring What Really Matters in

Marketing M

arketing today is more measurable than ever. Dashboards glow with graphs. Spreadsheets stretch into the thousands of rows. Teams can track impressions, clicks, opens, conversions, likes, shares, sentiment, bounce rates—the list goes on. But here's the hard truth: just because something is measurable doesn't mean it's meaningful. Somewhere between the KPIs and quarterly reviews, it's easy for marketers to lose sight of why we measure in the first place. The real goal isn't to collect numbers—it's to generate insight. Insight that guides decisions. Insight that drives growth. Insight that builds trust, loyalty, and long-term value. That's where the shift from metrics to meaning begins. The Metrics Trap Modern marketing technology makes it tempting to track everything. The problem is, not all metrics are created equal. Vanity metrics—like page

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views, likes, or follower counts—can provide a fleeting sense of accomplishment but often lack direct connection to business outcomes. They're visible, they're easy to report, but they rarely move the needle. Take email open rates, for example. It might be satisfying to see a 40% open rate on a campaign, but what does it really tell you? Did it lead to engagement? Conversions? Did it change perceptions, build trust, or deepen loyalty? Without the context of intent and outcome, the number is just noise. Why Measurement Needs a Reframe The purpose of marketing is to create value—for the business and for the customer. Therefore, measurement should align with value creation. The most effective marketing leaders ask not “What can we measure?” but “What should we measure to understand if we're creating real impact?”

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This mindset shift requires moving beyond surface-level metrics and digging into those that reveal insight into behavior, motivation, and outcomes. It's not just about what happened, but why it happened, what it meant, and what to do next. Meaningful Marketing Metrics: What Really Matters So, what does meaningful measurement look like? Here are some pillars to focus on: 1. Customer Lifetime Value (CLV) Rather than measuring isolated transactions, CLV looks at the longterm value a customer brings over the entire relationship. Marketing that increases retention, loyalty, and repeat business has a much higher ROI than campaigns that just generate first-time clicks. 2. Brand Trust and Perception Brands that are trusted are bought, recommended, and defended. While harder to quantify than conversions, sentiment analysis, Net Promoter Score (NPS), and brand lift studies can give valuable insight into how your brand is perceived—and whether your messaging resonates. 3. Attribution with Context Attribution models help understand what channels contribute to conversions, but context matters. Are you measuring the whole journey or just the last click? Are you capturing the real human behavior behind the decision? Blended, multi-touch, or even qualitative attribution models often tell a more accurate story.

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4. Engagement Quality, Not Just Quantity

Building a Culture of Meaningful Measurement

Engagement metrics—time on page, shares, comments—become more valuable when linked to quality. Is the engagement thoughtful? Does it signal intent or alignment with your brand values? Raw numbers can't answer that; smart analysis can.

Making this shift requires a cultural change inside marketing teams. It starts by:

5. Conversion Efficiency

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Not just how many converted, but how efficiently. What's the cost per qualified lead or customer? How many touchpoints did it take? Efficient conversions speak to the strength of your strategy and execution.

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6. Strategic Impact Did marketing help open a new market? Strengthen a partner relationship? Shift a perception that was limiting growth? These are bigpicture wins that might not be captured by traditional KPIs but matter enormously to the business. The Human Side of Metrics Meaningful marketing measurement also means making room for qualitative insight. Numbers alone can't tell you what it felt like for a customer to interact with your brand. They can't explain a sudden drop in engagement after a tone-deaf campaign. Interviews, feedback loops, and ethnographic studies help put emotion and context back into the data.

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Redefining success around outcomes, not activity Encouraging curiosity instead of chasing safe metrics Teaching critical thinking in how data is interpreted and presented Collaborating across departments to connect marketing efforts with broader business objectives

Measurement is not just a reporting function—it's a leadership function. When used well, it shapes direction, supports innovation, and builds alignment between marketing and the rest of the business. Conclusion In an age where data is abundant, meaningful measurement is a competitive advantage. It keeps teams focused, customers understood, and strategies aligned. The transition from metrics to meaning isn't about rejecting numbers—it's about elevating them. By focusing on the insights that actually drive customer value and business growth, marketers can move from being viewed as tacticians to being trusted strategic partners. And in that shift, marketing becomes not just measurable, but truly impactful. BM

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Too often, data becomes a wall instead of a window. The most successful marketing strategies are those where data complements, rather than replaces, human intuition.

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Tanishk Pandey

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anishk Pandey is the CoFounder and Chief Marketing Officer of Ayuvya Ayurveda, a pioneering brand with a vision to transform how people perceive and experience Ayurveda. With years of experience in marketing and advertising, coupled with skills in film direction, scripting, film production, and storyboarding, Tanishk skillfully marries ancient wisdom with expressive storytelling. As the driving force behind Ayuvya's brand narrative and outreach, he is crafting a movement that celebrates authentic Ayurvedic solutions, sustainability, and deep emotional resonance. From Creative Ambitions to CMO of an Ayurvedic Brand Before joining Ayuvya, Tanishk immersed himself in the marketing and advertising world, earning credits as a filmmaker and storyteller. His talents don't just deliver messages—they weave immersive experiences that connect viewers to deeper narratives. This storytelling acumen became essential when he joined hands with

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Pawanjot Kaur and Astha. Together, their combined expertise launched Ayuvya—a brand rooted in ancient remedies, steeped in genuine transformation, and ready for widespread adoption. Bridging Ancient Wisdom with Modern Storytelling In his role as CMO, Tanishk leads brand strategy, marketing campaigns, alliance-building, and the creation of product concepts. His ability to craft compelling narratives ensures Ayuvya stands out—not as just another wellness brand, but as a trusted source rooted in authenticity and heritage. By spotlighting stories like Pawanjot's skin transformation and the discovery of a 300-generation-old Vaidya in Varanasi, he builds a brand identity that feels personal, historic, and transformational. Every marketing campaign is rooted in the product's Ayurvedic lineage. Through short films, user stories, and educational content, Tanishk helps consumers relate emotionally and

Shaping Modern Wel l ness Through Ayurveda and Storytel ling

understand the tangible benefits—whether for skin, hair, memory, or overall well-being. His productions center less on selling and more on inviting audiences into a shared journey toward holistic selfcare. Crafting Trust Through Transparency and Clarity Ayuvya's message is simple: authentic, sustainable, cruelty-free, chemical-free Ayurvedic products curated by Ayurvedic Acharyas. Tanishk ensures this message is communicated clearly and convincingly. He designs brand messaging that addresses modern consumers' scientific curiosity while honoring traditional roots.

Tanishk Pandey

Co-Founder and CMO, Ayuvya Ayurveda

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By collaborating closely with Ayurvedic experts, manufacturing labs, and supply-chain partners, he elevates Ayuvya's credibility. His approach in marketing is rigorous—benefits supported by heritage, ingredients backed by tradition, and practices verified for safety. This transparency fosters meaningful connections with consumers who value both efficacy and ethical sourcing. Designing Loyalty Through Shared Values Under Tanishk's leadership, Ayuvya isn't just selling products—it's building a community. Initiatives like small savings schemes, loyalty programs, document lockers, and personal finance tools align with consumers' daily lives. By designing value-added experiences around the core product lineup, he strengthens brand loyalty. His storytelling extends to how Ayuvya supports retailers—communicating value propositions that empower small

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businesses to foster trust with their customers. The collaborative approach ensures each marketing asset—film, copy, activation—serves a deeper purpose than persuasion. It becomes part of a shared purpose: wellness rooted in heritage, practiced with modern confidence.

media and retail spaces. These stories reinforced product-market fit and established a bond of empathy and authenticity between Ayuvya and its customers. Through Tanishk's creative storytelling, the brand doesn't just discuss health—it shows it through lived, powerful human experiences.

Personal Connection: From Pawanjot's Healing to Ayuvya's Mission The spark behind Ayuvya was Pawanjot Kaur's personal journey battling eczema and psoriasis. Her search for skin solutions led her to a Vaidya in Varanasi, where a 300generation ancestral lineage of Ayurvedic healing transformed her skin and life. Tanishk recognized the narratives at play—intimate, culturally rooted, deeply emotional—and brought them to life through modern marketing.

Ayurveda isn't old-fashioned. It's timeless. My job is to make sure its voice is heard, not forgotten.

Short films recounting Pawanjot's struggle and her discovery of traditional remedies have resonated deeply with audiences across social

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Highlighting Heritage with Innovation Under Tanishk's guidance, each product bears an untold story: •

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Insurance for Clients & Jewel Block Policy: Tanishk parallels these services to Ayurvedic principles—security, protection, and long-term wellness—enabling consumers to own jewelry with confidence. Jewelry EMI & Small Saving Plans: These financial tools resonate with the brand's commitment to making heritage accessible without compromise. Secured Jewelry, Portfolio Tracker & Will Tool: These channels reflect Ayuvya's position at the intersection of care and preparation, mirroring how Ayurvedic healing addresses root causes. Personal Loans and Offers: These tie to empowerment, fostering financial ease and personalized care.

Through each campaign, Tanishk ensures that products aren't presented in isolation. Rather, they become part of a meaningful, culturally sensitive journey toward self-care and empowerment. Recognition and Growth Ayuvya's rise caught the eyes of industry observers and earned the founders a "30 under 30" award from Entrepreneur Today. The accolade amplified the brand's credibility, and Tanishk's marketing voice spoke louder and clearer as a result. What was once a niche wellness startup transformed into a contender with national visibility—and a clear, values-driven backbone.

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A Vision for the Future •

Looking ahead, Tanishk is focused on deepening connections and scaling impact. Plans include:

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Digital-first narrative vehicles: Short films, influencer partnerships, and immersive experiences that ground ancient principles in everyday life. Educational content series: Workshops, webinars, and expertled sessions to demystify Ayurvedic practices for newer audiences. Global reach: Expanding the network of Vaidya partners beyond India, while crafting locally relevant stories. Tech-enabled confidence building: AI-driven tools, personalization platforms, and securely digitized asset tracking that empower modern wellness journeys.

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At the heart of all these efforts is Tanishk's belief: that ancient wisdom, when communicated with creativity, clarity, and modern integrity, can flourish in today's marketplace. The Impact of a Storyteller Tanishk isn't just marketing a product line—he's building a cultural movement. His expertise in film and storytelling serves as a catalyst for bridging ancient healing and modern consumer expectations. Through emotionally rich campaigns and transparent marketing, he is forging trust and reinforcing the truth that Ayurveda can be both authentic and accessible, traditional and contemporary.

about guiding consumers toward wellness experiences that are genuine and rooted in care. Under Tanishk Pandey's leadership, Ayuvya Ayurveda is emerging not only as a brand but as a trusted companion for the modern seeker—a place where ancestral remedies and modern confidence meet.

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His work is not about decoration: it's about distilling deep-rooted heritage into clear, resonant narratives. It's

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Turning Purpose into Action

Marketing's Role in Leading

ESG and

Sustainability Narratives

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s environmental, social, and governance (ESG) goals become integral to how businesses operate, one function finds itself at the heart of driving that transformation—marketing. Once seen as the department that simply “sells the story,” marketing today plays a more strategic role: shaping, amplifying, and even guiding ESG and sustainability narratives that influence consumer trust, investor confidence, employee engagement, and long-term value creation. Gone are the days when sustainability was a line in an annual report or a “green week” on social media. Stakeholders—from customers to regulators—are demanding transparency, accountability, and impact. In this new paradigm, marketing isn't just the messenger. It's the translator of vision into language people understand, and the activator of purpose into progress people can see. The Shift from Selling Products to Selling Principles Consumer expectations have changed dramatically. A growing number of

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customers now choose brands not just based on price or convenience but on alignment with their values. They want to know how products are sourced, how companies treat employees, and whether climate commitments are real or just rhetoric. This is where marketing steps in—not to spin a story, but to bridge the gap between ESG strategy and audience understanding. Great marketing today helps brands tell authentic sustainability stories—those grounded in data, shaped by lived experiences, and accountable to realworld outcomes. It's not about perfection; it's about progress, transparency, and sincerity. When done well, marketing can help humanize a company's ESG commitments and create emotional connections around purpose. Making ESG Understandable (and Actionable) Sustainability reports and ESG frameworks are often dense and inaccessible to everyday audiences. Marketing simplifies and contextualizes them. It takes complex, compliance-heavy language and turns

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it into campaigns, content, and conversations that resonate. For example, if a company commits to reducing its carbon footprint by 50% over 10 years, what does that mean for the consumer? How does it affect product design, packaging, shipping, or price? Marketing brings those abstract goals into daily relevance and provides a narrative that educates and engages. This role is especially vital in internal communication. Employees are key stakeholders in any sustainability effort, and they need to understand how ESG goals translate to their roles. Marketers can support HR and leadership teams by creating internal campaigns, storytelling platforms, and behavior-change nudges that embed ESG into company culture. Fighting Greenwashing with Truth and Transparency One of the biggest risks brands face in ESG communication is greenwashing—making misleading claims about sustainability to appear more environmentally or socially responsible than they really are. In today's hyper-connected world, it's easy for consumers, activists, and journalists to spot inconsistencies between a brand's promises and its actions. Marketing plays a defensive and ethical role here. It must challenge exaggerations, verify claims, and ensure that storytelling is matched by data and transparency. This requires closer collaboration with sustainability officers, legal teams, and supply chain managers to ensure messaging is accurate and backed by evidence. Rather than promising to be the greenest or most ethical, effective

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marketing now focuses on being accountable and real. Campaigns that acknowledge challenges, show work in progress, and invite community participation tend to build more trust than those that try to paint a perfect picture. A Partner in Co-Creation, Not Just Promotion The best ESG marketing isn't a postproject announcement—it's integrated from the start. This means marketers are part of the early strategy discussions, helping to shape how initiatives are designed and communicated from the ground up. Consider the launch of a new ecofriendly product line. Marketing can offer early insight into customer sentiment, help product teams align features with values, and prepare messaging that explains not just the “what” but the “why.” By sitting at the strategy table early, marketing becomes a partner in purpose, not just a downstream promoter. Marketers also play a role in engaging external partners—NGOs, certification bodies, community organizations, and influencers—who lend credibility and create shared impact. These collaborations can amplify the reach and effectiveness of sustainability efforts when they're grounded in authenticity and mutual respect.

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Trust Metrics: How is brand trust evolving in relation to ESG campaigns? Engagement Quality: Are people interacting meaningfully with sustainability content? Reputation Health: Is the brand viewed as a responsible actor across media and analyst reports? Behavioral Shifts: Are campaigns driving measurable changes in customer or employee behavior?

Marketers who embrace these expanded scorecards demonstrate their value not only in promoting ESG but in powering its success. The Opportunity Ahead The pressure on businesses to act responsibly is only increasing. Climate change, social inequity, and governance failures are not just societal issues—they're material business risks. In this context, marketing becomes an engine for positive influence. It can shape public discourse, drive cultural change, and give companies the voice and courage to lead. But that influence comes with responsibility. Marketing must evolve beyond slogans and seasonal campaigns. It must be fluent in ESG, rooted in ethics, and aligned with business impact. BM

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Metrics that Matter: Marketing's ESG Scorecard As with any strategic function, marketing's contribution to ESG must be measured. But unlike traditional metrics such as reach or ROI, this requires new ways of thinking:

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