The CMOs MO: Palak Dani Mansotra urges marketers to measure campaign success beyond metrics

The CMO’s MO (modus operandi) shines the spotlight on some of India’s prominent chief marketing officers (CMO) as they share their marketing mantra, trends for the future, and what keeps them up at night. In a free-wheeling chat, the who’s who of the country’s leading marketers give a sneak peek into their personalities, plans, and passions projects for the year ahead.

In this week’s edition of CMO’s MO, we have Palak Dani Mansotra, who heads marketing for Suraj Estate. She has over 20 years of experience in brand marketing, content marketing, content strategy, digital marketing, market research and marketing strategy and has worked with companies like Runwal Group, K Raheja Corp, Sheth Creators and Sunteck Realty Ltd.

She tells Campaign why marketers need to talk more about the real depth of campaign success, not limiting it to numbers, but overall impact.

What are the three biggest marketing challenges for your brand right now?

I see several exciting opportunities for our brand’s growth. One of our key priorities is refining our brand positioning to ensure we are recognised as a niche luxury offering, elevating our exclusivity in the market.

We are focused on increasing our visibility in strategic spaces to effectively reach our target audience. Lastly, building a stronger market perception is essential. These efforts are integral as we continue to strengthen our presence in the luxury market.

What are the three biggest opportunities for your brand?

The biggest opportunity for our brand lies in expanding into nearby locations like Bandra and central Mumbai, leveraging the trust, goodwill, and quality we have built through referrals. Our commitment to transparency in business and transactions further strengthens our position. Currently focused on luxury and value-luxury residential and Grade A office spaces, we have the potential to diversify into mixed-use developments in the future, driving growth and brand recognition.

Where are you investing your marketing budgets this year? In what areas are you increasing or cutting spend?

As we operate in the luxury and value-luxury segment, with a significant portion of our portfolio concentrated in south-central Mumbai, our target audience primarily resides in this area. This includes individuals looking to upgrade their current homes and the next generation seeking to move to better buildings.

From a spending perspective, our primary focus will be on digital marketing, which allows us to target this specific demographic effectively. While digital will take precedence, we will strategically allocate budgets to other traditional mediums to maintain a balanced outreach.

We are emphasising on engagement-driven initiatives, such as hosting wine-and-cheese events for our customers. We believe that creating memorable experiences for our existing clients fosters stronger relationships, which ultimately translates into more business opportunities.

Does your team lean on Gen AI?

We are using generative AI to empower our teams with tools that streamline ideation and execution, enabling them to create marketing materials such as social media content, blogs, and other collateral with reduced turnaround times while maintaining high quality.

Which industry topic doesn’t get talked about enough?  

In the marketing and communication space, one topic that doesn’t get talked about enough is the real depth of campaign success beyond numbers. Far too often, success is narrowly measured by ROI, revenue figures, the P&L benefits from a specific campaign, CSR initiative, or marcom strategy.

While these metrics are undeniably important, they don’t tell the full story. A truly successful campaign is about more than just numbers; it is about building long-term brand equity, fostering emotional connections, and creating an impact that resonates with audiences over time. These intangible elements are harder to measure but are just as vital to sustained growth and relevance in the market.

What do you feel separates your brand culture from others?

What sets our brand culture apart in the real estate sector is our unique focus on collaboration, empowerment, and a strong sense of purpose within our team. While others may prioritise results, we believe in cultivating a supportive, inclusive environment where everyone feels personally connected to the company’s growth.

Our leadership approach goes beyond managing—it is about mentoring and inspiring. We empower our employees to take ownership of their roles and see their direct impact on our success. This sense of respect, belonging, and shared purpose is what truly distinguishes us from competitors in the real estate industry.

What needs to change in your industry when it comes to working culture?

A significant shift is needed in the working culture to prioritise collaboration over competition. Transparency, trust, and work-life balance should also be embraced to create a balanced and ethical work environment. By focusing on these changes, the real estate sector can create positive, inclusive, and sustainable work cultures that benefit employees and organisations alike.

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

While no one has explicitly given me this advice, my experience of over two decades in marketing has taught me two invaluable lessons: be human towards your team, vendors, and anyone you work with and build genuine relationships. Don’t just see them as colleagues or collaborators—they are the people you spend most of your time with, shaping both your professional journey and theirs.

Your role as a leader isn’t just to oversee work but to foster an environment where people feel valued, happy, and comfortable. When your team and collaborators love what they do and feel supported, everything else—success, growth, and outcomes—naturally falls into place.

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

One of my favourite recent campaigns is Swiggy Instamart’s OOH ad. I have become a fan of real-time, topical marketing, especially when done creatively by FMCG brands. In this campaign, Swiggy Instamart tied into the kite-flying season with a fabricated hoarding featuring a large hole in a kite and the caption, ‘Kat gayi? Get kites in 10 mins’. It’s a perfect example of instantly relatable marketing that resonates with the audience in a fun and timely way. While it’s easier for consumer goods brands to execute such campaigns, it is always inspiring to see how they creatively link current events to their offerings.

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

I recently had an amazing experience at the Gucci store in Barcelona. The way the staff presents each product and tells its story is truly remarkable. When they unveil an item, it feels as though they are revealing a precious diamond, making the entire shopping experience feel exclusive and luxurious. Their storytelling and care in every interaction elevate the experience to something truly special.

On the other hand, one brand that truly stands out for its exceptional customer experience is Taj Hotels. They consistently go above and beyond, ensuring every detail is taken care of, even before a customer arrives. By understanding their guests’ preferences and needs, they create a personalised and seamless experience that sets their service apart. This attention to detail, along with their ability to maintain consistent service across all their hotels, makes their customer experience extraordinary.

What keeps you up at night as a CMO?

The ever-changing landscape of social media, the race in AI technology (will robots be taking over our next profile?), and just generally trying to keep up with what’s cool before it becomes outdated. My brain never shuts off. But hey, I have exciting nightmares, at least!