Ajay Kakar, Adani Group - On creative excellence, industry integrity, and branding with purpose

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Ajay Kakar of Adani Group joins Pavan R Chawla for a deep, honest masterclass on brand integrity, storytelling, creativity, and marketing’s future.

In this powerful episode of MVP – The Master’s Voice Podcast from MediaBrief.com, host Pavan R Chawla sits down with Ajay Kakar, Head of Corporate Branding at the Adani Group, for an honest, nuanced conversation on branding, marketing, and the future of the industry.

Ajay brings decades of experience from his impactful stints at Ogilvy, Reliance, and the Aditya Birla Group, and now leads branding at one of India’s most prominent corporate groups. He reflects on his journey from the world of finance into advertising and marketing, offering invaluable insights into how brand custodians must think beyond just campaigns and focus on sustained storytelling and brand purpose.

The episode explores the evolution of corporate branding, especially in the context of legacy and infrastructure sectors. Ajay highlights how true brand connect is built not through showmanship, but through relevance, empathy, and integrity — all brought to life through compelling stories like Adani’s Pehle Pankha Phir Bijli campaign.

Ajay speaks passionately about GoaFest, describing it as India’s answer to Cannes and a melting pot of creative exchange, collaboration, and recognition. He offers a clear-eyed view on the state of measurement in marketing, calling for a unified, outcome-focused approach that helps marketers prove real business impact.

The conversation also delves into the impact of AI in creativity, where Ajay warns against using AI as a substitute for human insight. Instead, he urges professionals to use AI responsibly — as a tool, not a crutch — while keeping human emotion and judgment at the core.

Ajay also addresses the fragmentation of the marketing and advertising ecosystem, noting how silos have diluted brand coherence. He underscores the need for unified thinking across media, creative, and digital disciplines to drive true brand impact.

For young professionals, Ajay offers sincere advice: enter the industry only if you’re driven by passion, not just paychecks. The industry is demanding but deeply rewarding for those who want to create meaningful change.

This episode is a must-listen for brand leaders, creative professionals, marketers, and students alike — a compelling masterclass in brand strategy, creative integrity, and purposeful communication from one of the most respected voices in Indian marketing.

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