The CMO’s MO: Pratik Mazumder talks about leveraging gen AI for Mahindra Holidays & Resorts India’s content

The CMO’s MO (modus operandi) shines the spotlight on some of India’s prominent chief marketing officers 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. 

This week, we have Pratik Mazumder, the chief marketing officer of Mahindra Holidays & Resorts India Ltd. (MHRIL), who has over 25 years of proficiency in marketing, business, media, digital, communication and entertainment. The two-time Cannes Lions winner is the man behind Gaana music streaming brand, and was also designated as one of the ‘World’s 100 Most Influential Marketing Leaders’ by the World Marketing Congress.

As MHRIL’s CMO, Mazumder spearheads the development and implementation of the company's marketing and growth strategies. He is dedicated to advancing the organisation's goal of becoming a global leader in vacation ownership and transforming family vacation experiences in India.

Discover his insights on the changing marketing landscape, his favorite brand campaign, and other interesting topics:

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

MHRIL is in the timeshare or vacation ownership business. Our efforts are to create awareness about the category. We are focusing greatly on creating the brand pull among the audience. Additionally, we are strengthening our content buffet across platforms to build a solid top-of-mind recall.

What are the three biggest opportunities for your brand?

We are the biggest player in the vacation ownership category and are playing this to our advantage. Our opportunity lies in the underpenetrated market of the vacation ownership category. Our focus is therefore educating customers about the category, and newer resorts and showcasing how vacation ownership can change the holiday experience.

How is your brand walking the talk on sustainability?

At MHRIL, sustainability is our priority. The Club Mahindra Madikeri is India's first triple net-zero-rated resort.

Our Jal Jivan Initiative recycles 628 million litres of water annually across 20 resorts. Through Project Haryali, we have planted over 23,000 trees this year alone, totalling 550,000. We have achieved ‘Zero Waste to Landfill’ certification at 24 resorts, and we use eco-friendly materials and sustainable waste management practices. Recently, several resorts received IGBC certification for our green initiatives, ensuring every stay is environmentally friendly.

What separates your brand culture from others?

The brand promise of creating wonderful holidays and magical memories for our members and curated experiences is what differentiates us. There is no other brand in India that is about bringing families together on holidays.

How are you tapping into Gen AI’s awesomeness to future-proof your marketing efforts?  

We are using Gen AI to enrich our content, storytelling, and engagement. Our recent campaign #MeetTheRealSanta had customised video messages from Santa to all the kids who participated which was AI-driven.

Which brand has an amazing customer experience that you really admire?

Netflix serves as a noteworthy illustration of a company revolutionising an entire industry through an exceptional customer experience. Central to their success is the emphasis on personalisation, a pivotal aspect of their movie and series selection and moment marketing strategy, which is likely a foundational element of their customer journey map.

Where are you investing your marketing budgets this year and which areas are you increasing or cutting your ad spends?

We are focusing primarily on digital marketing and complementing it with ATL support to develop intellectual properties that drive brand awareness and salience. Our budget allocations also involve the creation of compelling content that highlights the experiences provided by MHRIL for our members.

How would you describe yourself as a CMO?  

I am an innovative, strategic, and ever-evolving CMO, focused on creating value and growth for the brand.

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

One of my favourite brand campaigns that I had the pleasure of working on was Airtel's ‘Express Yourself.’ This campaign successfully connected with diverse audiences across the country, emphasising the power of communication and self-expression. It was incredibly fulfilling to be part of a project that created such a lasting emotional impact and strengthened the brand's presence.