In this segment of ‘Chai Break’, we talk to MVS Murthy, VP Marketing, TATA AIG, whose expertise lies in BFSI product strategy & innovation and has immense experience in Advertising, Interactive Marketing & Digital Marketing.

What makes a good marketer?

Understanding human desires, needs, emotions, what makes them tick, what cheeses them off, helps one take calls on how a brand will get represented and how customers will connect. In a country like India, understanding of regional nuances will help. A global outlook to keep tabs on innovations, technology levers and opportunities to cross pollinate will help be a marketer in tune with time. These traits will also help self-reflect and self-refresh. A good marketer needs to be well travelled and those influences need to hone him / her better. We need CMOs who are X.0 (read more) i.e there are no sub-versions, the base product itself evolves to dissolve the previous versions.

3 things you look for when you hire people?

Motivation, knowledge of everyday cultures & being digital.

Your favorite destination for business trips?

Helsinki, for the sheer amount of innovation coming from that part of the world. One of the other aspects being the opportunity both genders seem to be having.

Your favourite book?

Actually, few of them : The Difficulty of Being Good by Gurucharan Das | Zero to 1 by Peter Thiel | The Tipping Point by MalcomGladwell

3 things would never do a meeting without?

An agenda, a notepad and a follow-up plan

When did you decide that Marketing is what you wanted to do?

I have been a raconteur of tales, this a feedback that keeps coming back to me always. I guess a good marketer is a good story teller too, hence I guess I got on to the right conveyor belt.

Your most memorable advertisement that you still remember?

The entire series of Titan watches, Mauritius Tourism by Alok Nanda & Happy Dent White.

Do you love data or hate data?

Madly in love! It’s a way of life in #digitopia

One app that you cannot do without @work

Uber, its simply changed the way we travel to or travel for work or the way work-mates come up to meet us travelling the last mile, after journeying a few hundred kilometres.

What are your marketing priorities for the year 2016/2017?

Managing Customer journeys that can begin from anywhere. Marketing Content that defines the purpose of the brand. Using Programmatic as a multiplier of efficiency ​

Profile: MVS Murthy, VP Marketing, TATA AIG. His expertise lies in BFSI product strategy, innovation and marketing. He has experience in Advertising, Interactive Marketing, Digital Marketing, Inorganic Product Development, Portfolio Management and Loyalty Marketing.


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