CMOs debate category creation and AI's marketing disruption at ET Brand World Summit 2026
Marketing leaders from Radico Khaitan, Policybazaar, Birla Opus Paints, Capgemini and Avaan India discussed how to build new brand categories, evolving consumer behaviour, storytelling, and AI's reshaping of marketing playbooks.
What happened
At ET Brand World Summit 2026, CMOs from Radico Khaitan, Policybazaar, Birla Opus Paints, Capgemini and Avaan India discussed category creation strategies,
Why this matters
Cross-sector participation from Radico Khaitan, Policybazaar, Birla Opus and Capgemini hints at converging AI-marketing capabilities worth scouting for partnership or acquisition of AdTech and category-innovation assets.
What to watch
- Named brand announces AI-first marketing stack or agency contract cut
- New premium sub-category launch with dedicated ad spend
- Martech vendor partnership announcements with panelist firms
- Consumer-behavior data cited to justify repositioning
- Track marketing budget reallocation disclosures from panelist brands in next 2 earnings cycles
- Monitor in-house AI content/martech hiring at consumer brands
- Watch for new category-defining product launches from Birla Opus and Radico premium lines
- Assess consultancy vs agency mandate wins in Indian CPG/retail marketing