In this segment of ‘Chai Break’, we talk to Karthi Marshan, Sr. Executive Vice President & Head, Group Marketing, Kotak Mahindra Bank. He oversees marketing efforts across all verticals with Kotak’s presence, including insurance, banking, brokerage, asset management.
What makes a good marketer?
Pathological eavesdropping. Seriously. Eavesdrop constantly, and you can really make a go of figuring what people are hurting about, and how you and your brand can help.
3 things you look for when you hire people?
Do they read voraciously? Are they observant? Are they better than me?
Your favorite destination for business trips?
Success.
Your favourite book?
Ogilvy on Advertising
3 things would never do a meeting without?
Closing time. Agenda. Clock.
When did you decide that Marketing is what you wanted to do?
When I found out I didn’t have the personality to become a movie star.
Your most memorable advertisement that you still remember?
Volkswagon’s ad – “Do we drive our mechanics too hard?”
Do you love data or hate data?
What’s not to love. Data is eavesdropping on people’s behaviour from behind a one-way mirror.
One app that you cannot do without @work
What are your marketing priorities for the year 2016/2017?
To get it right more often.
Profile: Karthi Marshan, Sr. Executive Vice President & Head, Group Marketing, Kotak Mahindra Bank. Previously, Karthi helmed the marketing function of IDBI Bank. He is also a co-founder of Sharekhan, one of India’s leading retail brokerage firms. Karthi started his professional career as a copywriter, then moved on to account management at Grey Worldwide, and subsequently produced television content for Sony India. Prior to joining Kotak, Karthi was based out of Sydney, where he helped turn around an ailing DTH business that catered to the Indian diaspora in the ANZ region. An alumnus of IIM Bangalore (class of ’92), Karthi is a Bombayite who has been trying to escape from the madness of Mumbai all his adult life. Bengaluru is his favourite city in India, Goa comes a close second.