Consumer Discretionary

<h2 style="text-align: justify;"><span style="font-size: 12pt;">Q1. Could you start by giving us a brief overview of your professional background, particularly focusing on your expertise in the industry?</span></h2><p style="text-align: justify;">22 years and counting in the advertising and marketing industry. Worked across almost 100 brands, including McDonald's, Wonderla, ANSR, Coca-Cola, PepsiCo, P&amp;G, Diageo, etc., in countries like Kenya, Indonesia, Ghana, Nigeria, and India.</p><p style="text-align: justify;">&nbsp;</p><h2 style="text-align: justify;"><span style="font-size: 12pt;">Q2. How are factors like technological advancements, increasing regulatory pressures for sustainability, and shifting consumer preferences influencing the growth of marketing systems?</span></h2><p style="text-align: justify;">GenAI and agentic AI has created quite a buzz - much dust has been raised. Once it settles, we will be able to figure out where things stand. However, based on previous disruptions, I can make some small points.</p><ul style="text-align: justify;"><li>Agentic AI will benefit process-driven businesses and business flows</li><li>Gen AI will benefit brands that love moment marketing and can create interesting marketing workflows&mdash;again, this would require some clarity in terms of processes and good flexibility.</li></ul><p style="text-align: justify;">Brands that are risk averse or that take themselves too seriously will not benefit from these technologies at once.</p><p style="text-align: justify;">&nbsp;</p><h2 style="text-align: justify;"><span style="font-size: 12pt;">Q3. How might emerging technologies like blockchain or enhanced privacy-preserving analytics tools shape this sector?</span></h2><p style="text-align: justify;">1P data will drive the future. As paid advertising becomes more and more like traditional advertising, CRM and 1P data (permission-based, of course) will change the game.</p><p style="text-align: justify;">&nbsp;</p><h2 style="text-align: justify;"><span style="font-size: 12pt;">Q4. What future trends are anticipated in the localisation of marketing efforts?</span></h2><p style="text-align: justify;">With Gen AI building up to 1 to 1 comms, I expect localisations and personalisation to be turbo charged.<br>Combine this with good attribution; my feeling is - data-driven marketing will come off age.</p><p style="text-align: justify;">With good CRMs, we were always able to target one cohort and technically one person&mdash;now, we can craft a message to an audience of one across language, region, product, etc.</p><p style="text-align: justify;">&nbsp;</p><h2 style="text-align: justify;"><span style="font-size: 12pt;">Q5. Who are the leading players in the marketing automation market, and what unique features do their platforms offer?</span></h2><p style="text-align: justify;">I have not seen any unique offerings across the players - even if someone did - they would be copied by the next sprint. This leaves everyone very price conscious. The key differentiation as always is distribution.</p><p style="text-align: justify;">The big players in this space are:</p><ul style="text-align: justify;"><li>Hubspot (recently launched in India)</li><li>Zoho</li><li>Salesforce etc</li></ul><p style="text-align: justify;">One last point - I feel email will make a huge comeback as the greatest ally in the marketers' toolbox.</p><p style="text-align: justify;">&nbsp;</p><h2 style="text-align: justify;"><span style="font-size: 12pt;">Q6. What opportunities and challenges do interactive and real-time marketing strategies open up for personalised marketing and customer engagement?</span></h2><p style="text-align: justify;"><strong>Opportunities</strong></p><p style="text-align: justify;">Being able to react in real-time with a personalized message based on any one of the 100s of cues</p><p style="text-align: justify;"><strong>Threats</strong></p><p style="text-align: justify;">Hallucinations and any number of unknown brand unsafe communication snafus (remember the Canadian airline case?)</p><p style="text-align: justify;">&nbsp;</p><h2 style="text-align: justify;"><span style="font-size: 12pt;">Q7. If you were an investor looking at companies within the space, what critical question would you pose to their senior management?</span></h2><ul style="text-align: justify;"><li>How are you protecting client data?</li><li>How can you enable client's personalisation efforts while protecting client data?</li><li>How are you assuring a low CAC with a high LTV?</li><li>How can you scale-up your business?</li><li>How are you convincing the CMO to sign up when you know this will decrease his/ her team strength?</li></ul><p style="text-align: justify;">&nbsp;</p><p style="text-align: justify;">&nbsp;</p><p style="text-align: justify;">&nbsp;</p><h2 style="text-align: justify;"><span style="font-size: 14pt;">Expert Summary</span></h2><p style="text-align: justify;">Surya Narayanan is a data-driven Fractional CMO and growth strategist with expertise in building, operating, and transferring high-impact marketing functions. Currently at Vrchasv, he empowers businesses&mdash;from startups to scale-ups&mdash;by setting up strategic marketing engines, leading execution, and enabling long-term team success. Previously, he served as VP &amp; Head of Marketing at Wonderla Holidays, driving ROI-focused campaigns and digital transformation initiatives.</p>