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Marketing’s Ability to Game the System Is Diminishing: Anoop Manohar, Axis Bank

Axis Bank’s chief marketing officer Anoop Manohar argues that the era of blanket impressions is over, urging marketers to prioritize real engagement. He describes how the bank leverages AI‑driven real‑time signals to deliver personalized offers at key life milestones, while maintaining a human‑centric “Dil Se Open” brand ethos. Manohar also flags search, reshaped by generative AI, as the next disruptive channel and explains the bank’s split structure separating short‑term performance teams from long‑term brand builders. Drawing on lessons from PepsiCo, Unilever and Coca‑Cola, he stresses execution, excellence and cultural relevance as pillars for future‑ready marketing.