Bharat Express CMD Upendrra Rai Leads Discussion On Branding And AI Transformation At Festival Of Marketing

Gurugram recently witnessed the third Festival of Marketing, organised by BW Marketing, bringing together over 100 marketing leaders, brand strategists, and industry experts from India and abroad.

The event, with Bharat Express as media partner, aimed to explore how meaningful dialogue between brands and consumers can drive tangible business outcomes.

This year’s theme, Marketing Conversations that Drive Business Outcomes, set the tone for sessions on AI-driven branding, digital marketing, customer engagement, and data-driven decision-making.

Experts emphasised that continuous engagement with consumers determines marketing success, rather than limiting it to advertising. Startups and established corporates alike shared experiences, insights, and case studies to highlight evolving strategies in brand building.

Shubhanshu Singh, Global Board Member at Effie Lions Foundation, noted that the rise of IT and social media has expanded the marketing landscape, making digital strategies indispensable.

Tarun Jha of JSW Steels highlighted the importance of integrating India’s cultural heritage into marketing campaigns, stressing that understanding the nation’s ‘unity in diversity’ is key to resonating with audiences.

Ganapati K Subramanyam, Chief Marketing Officer of LT Foods Limited, added that brands must anticipate consumer demands and adapt products while maintaining quality.

CMD Upendrra Rai on Branding & Innovation

Upendrra Rai, CMD of Bharat Express, captivated the audience by sharing his journey.

Reflecting on 18 years with Sahara Group, he recalled the group’s 17 crore depositors, second only to the State Bank of India.

Upendrra Rai left Sahara in 2022 with a vision to launch Bharat Express. He made the channel profitable within its first year and plans to achieve BARC inclusion after three years.

CMD Rai underlined the essence of a successful brand: influence over mere visibility.

He illustrated this with a simple example: if a child responds to a branded product, the brand has succeeded; if not, it has not yet made an impact. He drew on the wisdom of thinkers such as Osho and Buddha. Rai emphasised the importance of knowledge and insight in building enduring brands.

Rai warned that in the coming three years, the world will transform rapidly.

China and the US currently lead in technology adoption, while India lags. The advent of AI will compress hours of work into seconds, offering immense opportunities globally.

He stressed the need for risk-taking, citing innovators like Elon Musk as examples of how bold action creates lasting brands.

‘Success is singular’, he remarked, “it is that which helps you overcome life’s challenges.”

Rai urged Indian marketers to embrace innovation, anticipate trends, and engage with consumers continuously.

By combining cultural understanding, digital strategies, and proactive adaptation, he believes Indian brands can regain momentum on the global stage.

The third Festival of Marketing reinforced that dialogue, not just messaging, defines the future of marketing. The event featured insights from global and Indian leaders, alongside the visionary perspective of Upendrra Rai. It underscored that India’s brands must listen, adapt, and innovate to thrive in the digital era.

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