The future of marketing lies in partnerships that merge creativity, data, and insight—not in isolated placements but in integrated purpose.
Moderator: Kartik Sharma, Group CEO, Omnicom Media Group India
Satya Raghavan, Director, Marketing Partners, Google India
Rathi Gangappa, CEO, Starcom India
Ajit Varghese, Head of Revenue, Entertainment & International, JioStar
Shubhranshu Singh, CMO, Tata Commercial Vehicles
In a thought-provoking conversation moderated by Kartik Sharma, the panel delved into how the relationship between brands, agencies, and platforms is evolving from transactional media placements to strategic, value-driven partnerships.
The Need for Strategic Depth
Satya Raghavan of Google India emphasized the urgent shift brands must make—from focusing purely on lead generation to nurturing long-term brand health. He advocated for agencies to act as strategic challengers to their clients, helping break assumptions and navigate an increasingly fragmented media landscape. He also highlighted the power of storytelling to transcend constraints and build meaningful consumer connections, noting that effective marketing is ultimately grounded in common sense and optimism.
Beyond Media: Building Connectivity
Rathi Gangappa, CEO of Starcom India, underscored the role of agencies in weaving together storytelling, media, influencers, and loyalty. In today’s ecosystem, it’s not just about where the media is placed—it’s about how everything connects. She positioned agencies as the glue binding the brand narrative across platforms and touchpoints.
Partnerships Built on Insight and Impact
Ajit Varghese of JioStar spoke about the essence of true partnerships—those that are built on shared consumer insights, collaborative content creation, and measurable outcomes. He pointed to OTT as a powerful platform for personalized storytelling and highlighted that media effectiveness lies not in the platform itself, but in how creatively and contextually it is used. YouTube, he added, plays a critical role in influencing consumer behavior by driving search and brand discovery.
Agencies as Essential Enablers
Shubhranshu Singh, CMO at Tata Commercial Vehicles, addressed the operational realities faced by large organizations. In a complex and resource-stretched environment, agencies act as essential partners, offering domain expertise and driving operational efficiency. He emphasized that no single partner can do everything, making strategic collaborations imperative.
Key Takeaways:
- The definition of media partnership is evolving—from placement to co-creation.
- Agencies must move beyond execution and become strategic, consultative allies.
- Storytelling and personalization are central to building brand-consumer relationships.
- The effectiveness of any medium depends on context, creativity, and collaboration.
- In today’s fast-changing landscape, integration, optimism, and domain strength are the new pillars of success.
The session concluded with a collective agreement: the future of marketing lies in partnerships that merge creativity, data, and insight—not in isolated placements but in integrated purpose.
