CMO’s MO: Responsible marketing merits more attention than it gets—Rajat Abbi

The CMO’s MO (modus operandi), spotlights some of India’s top CMOs as they share their marketing mantra, trends for the future, and what keeps them up at night. Here we chat up with the who’s who of the country’s leading marketers, keep the tone conversational, crisp and throw in questions that allow leaders to shine a light on their personalities, plans, and passions projects for the year ahead.  

In this week's edition of CMO's MO, we have Rajat Abbi, vice president—global marketing, greater India and chief marketing officer of Schneider Electric India on the hot seat. With over two decades of cross-industry experience, he has handled diverse leadership roles in marketing and strategy, sales and P&L management with European, American, and Indian multinational companies across India and Asia Pacific. Starting his career with Apollo Tyres, he has worked with companies like Valvoline International, Philips Lighting and Carrier, before joining Schneider Electric in May 2022, where he is part of the company's global marketing international operations leadership team and Indian management team.

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What separates your brand culture from others?

With sustainability at the core of Schneider Electric, we have a meticulously crafted marketing playbook, that aligns our efforts with responsible marketing for customers, partners and the larger ecosystem. We are leveraging the power of real storytelling, media partnerships, cutting edge digital and social marketing programs to engage with our diverse target audience. This strategy is reflected in our award-winning Green Yodha campaign, which aims to create an ecosystem of eco-warriors for taking accelerated actions against climate change.

Further, we have always believed in personalised outreach when it comes to our marketing efforts. Aligned with this, we have created 11 customer personas, in order to provide differentiated experience to our customers including addressing the expectations of both B2C and B2B audience.

Give us one example, which indicates that your brand is walking the talk on sustainability.

A prime example of Schneider Electric walking the talk on sustainability is our ‘Green Yodha Impact Maker’ initiative, which I've had the privilege to lead. Since its inception, the campaign has focused on building a community of eco-warriors ready to unite for collective action towards embracing more sustainable practices in energy efficiency and digitalisation.

We have adopted an integrated marketing communication strategy to effectively reach our target audience, aiming to convert a broad set of stakeholders to become Green Yodhas, from an electrician to a CEO and everyone in between. In past three years, the campaign has seen participation from leading brands such as Capgemini, Tanishq, Pepsico, JK Cements, UST Global, Haldirams, Marriott Hotels, Club Mahindra, and many more along with government bodies like the Ministry of Jal Shakti.

A standout effort within this initiative is the Schneider Electric Innovation Yatra—a carbon-neutral journey spanning around 60 cities, reaching to thousands of customers, partners and stakeholders physically and millions digitally. This includes making about 10,000 climate warriors as Green Yodhas for the planet.

We have also leveraged the influence of cricket in India, by associating with Rajasthan Royals IPL Team for three consecutive years as their official sustainability partners. The idea was to amalgamate sports with sustainability using the biggest influencers in the field of cricket, while encouraging fans to become 'Green Yodhas' by taking climate positive actions.

Which industry topic doesn’t get talked about enough? Which topic should the industry stop talking about, and why?

In today's rapidly evolving landscape, responsible marketing is a topic that is close to my heart and one that deserves more attention in the industry. As marketers, it is important to note that we continue to shape consumer perceptions. So, it's crucial to prioritise authenticity and sustainability in our messaging.

Conversely, there is a need to reduce the overemphasis on achieving marketing metrics, which often doesn’t show the complete impact of marketing actions. By spotlighting responsible marketing practices with tangible commitments towards sustainability both professionally and personally, we can ensure our efforts resonate authentically with audiences and drive positive change. This approach not only drives awareness but also fosters a deeper sense of accountability and purpose amongst all stakeholders.

What is the best piece of professional advice you ever got?

It is that one needs to continuously learn new skills and be willing to take the plunge into unknown territory. It is critical to experiment and learn even if it means one needs to face some failures. The key is to have a never say die attitude.

What kind of a CMO are you?

Action oriented, agile and approachable.

Tell us one personal thing about yourself that others might not know.

I love exploring different types of cuisines and am really privileged that my work takes me to places where I’m able to experiment with different types of food. It is one way to get to know a city better.   

What’s your favourite brand campaign that you participated in or wish you had?

I admire campaigns that not only promote a product but also champion social causes and drive meaningful change, making this campaign a standout example of effective brand storytelling and purpose-driven marketing. One of the most inspiring brand campaigns in 2024 that I've had the privilege to be part of is Schneider Electric’s #PowerThePotential campaign. Its focus on wiser smart home automation and its impact on multitasking women business owners is truly inspiring.

This initiative not only celebrated International Women's Day and showcased the resilience of women but also aimed at empowering them towards entrepreneurship, demonstrating how innovative technologies and solutions can enhance their daily lives. It tells a compelling story of empowerment and familial support, resonating deeply with the theme of ‘Inspire Inclusion'. As a marketer, witnessing how women are able to leverage Schneider Electric solutions to dismantle barriers and foster collaboration with inclusivity is incredibly impactful.

Name a brand with an amazing customer experience that you really admire and why?

As a marketer, it is hard to choose or single out one brand which leads in customer experience, as I like to look at brands from an objective lens. However, I must call out brands like Tanishq, Mercedes Benz and Apple, which have constantly pushed the envelope and have a 360-degree customer engagement strategy—a healthy mix of traditional and digital channels, ensuring customer delight at every step of their journey. Right from their print/television advertisements, to their social media channels, to their websites, on-ground activations, in-store experience to their after-sales support, these brands have earned customer loyalty and set a very high benchmark for others to follow.

What keeps you up at night as a CMO?

As the CMO of a larger multinational company, it is critical for me to understand the latest emerging trends in marketing and digital technologies that are enabling in driving higher marketing RoI. Reading marketing related content across digital and offline platforms is something I enjoy, including learning about emerging trends and technologies that are critical for building a stronger brand and business impact. Additionally, I love to scan multiple sources of business and general news from across the world every day to keep myself updated about the latest happenings worldwide.